Web Campaign Proposal (1500 words)

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ClientBrief.pdf

Web campaign proposal

Structure of the Proposal (Refer to the data provided)

1. Background

● What is the situation at hand? What communications issues exist that impact on the

idea? Eg: Situational analysis/SWOT analysis/desktop research/primary and

secondary data collection.

2. Problem/opportunity

● What is the communication problem? Does this represent an opportunity for

innovation?

3. Objectives

● Must be SMART and must explain what you are trying to achieve (not how).

○ Specific

○ Measurable

○ Achievable

○ Results-oriented

○ Time-bound

4. Target publics

● Who is the audience of the key messages? Who are you trying to establish a

relationship with? Who are your key publics, audiences and stakeholders?

5. Message

● In one or two sentences, explain the key message of your campaign and then in no

more than 10 words, express this in a campaign slogan.

6. Strategy

● Your strategy statement explains how you will achieve your objectives. You then go

into more detail in Steps 7 – 10 of the plan.

7. Channels and Tactics

● What media will you use to communicate your key messages to you target publics and

audiences on the web. Must be appropriate to the audiences. What innovations can

you implement? What specific tactics will you use to implement your strategy and

communicate your key messages?

8. Timetable

● Outline the time frames in which each step of the plan will be executed.

9. Budget

● How will you carve up your budget and stretch your campaign dollar. This includes

how you will use sponsorship and in-kind support if applicable.

10. Evaluation/modification

● Even though this is step 10 of the plan, evaluation is done at the beginning (research

phase), middle (modification phase) and end (evaluation phase) of the campaign.

Task Required

● Develop a Web communications campaign plan in order to achieve the following goals/objectives​:

1. To ​increase awareness ​of Youth Corps Singapore’s role to their ​target public as identified

by you.

2. To ​create a web communications strategy​ to encourage youths. Address to both groups

(Group 1:15-25 and Group 2: 26-35 of age)​ to step up and volunteer.

3. To ​promote the various programmes that Youth Corps has and develop a sustainable and

integrated social media strategy for Youth Corps​, leading up to their mega signature event

– Youth Corps Service Week 2021 (the week of March school holidays).

4. To ​propose a content plan​ (with one example) and ​launch plan​ (timeline: refer to the

campaign timeline below) for Youth Corps Service Week.

5. To develop at ​least two digital personas ​to represent the audience.(​https://xtensio.com/​)

6. A​ttract partnerships/sponsorship that are well-known in Singapore​ in order to stretch the

$5000 budget. (Realistic allocation)

7. Word limit: ​1500 words excluding the reference

8. 10 reference​ lists from Singapore News and Google Scholar (Journals / Article)

Client Brief

Your task for this assignment is to develop a web communications campaign proposal for Youth Corps Singapore.

Campaign Timeline

6 months from October 2020 – March 2021

Initial campaign budget

$5000 SGD​, but your proposal should include ways to develop sponsorship partners ​(exist in Singapore)​ and strategic alliances.

Background information by client

To support the Youth Corps Singapore’s team’s communication strategy, t​he client would like a web strategy proposal that utilises digital media, in particular social media platform/s, to create a presence and engage Singaporean youths to step up and volunteer.

Offline tactics can be incorporated that support the main web strategy. ​Note: any offline tactics proposed must support your online strategy.

About Youth Corps Singapore:

Started in 2014 by the Ministry of Culture, Community and Youth and the National

Youth Council, Youth Corps Singapore is a national institution that empowers and supports youths who are keen to serve the community. As the champion for youth volunteerism to build active citizenry, Youth Corps harnesses the energy and passion of youths to ignite positive change in the society.

With a focus on Social Inclusion and Sustainability, Youth Corps offers youths the breadth and depth of volunteering opportunities in sectors such as seniors, children, education, health, special needs, the environment, arts, sports and heritage.

(Find out more:​ ​https://www.youthcorps.sg/en/about-us/​)

(Find out more:​ ​https://www.youthcorps.sg/en/faqs/​)

About Youth Corps Service Week

Youth Corps Service Week (YCSW) is an annual signature initiative by Youth Corps Singapore, comprising island-wide community service events that take place over the week of March school holidays. As part of the national SG Cares Movement, YCSW aims to rally and empower youths from all walks in life, to contribute to the community to make Singapore a more caring and cohesive home for all.

(Find out more: ​https://www.youthcorps.sg/en/initiative/#community-service-events​)

Website:

https://www.youthcorps.sg

Marking Matrix

● Demonstrated understanding of the planning and organisation of campaign

management-adherence to the 10-point plan

● Identification and articulation of target publics and key stakeholders

● Identification and articulation of appropriate campaign messages

● Identification and articulation of appropriate channels and development of associated

tactic

● Identification and articulation of campaign goals and SMART objectives

● Identification and articulation of appropriate campaign research and evaluation

methods

● Demonstrated understanding of campaign time management - structuring of campaign

schedule

● Demonstrated understanding of budgetary restraints, understanding of sponsorship

opportunities if applicable and ability to stretch the campaign dollar

● Creativity and originality of key campaign elements

● Identification of ethical issues and cultural sensitivities for client

● Level of professionalism in presentation including use of report structure, appropriate

use of language, grammar, spelling and editing