Convergent Media

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Convergent Media

5MK511

Convergent Media Assessment Brief Bronia Thomas

2023/2024

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Convergent Media 5MK511 Contents Module Leader .................................................................................................................................. 3

Key dates and details ......................................................................................................................... 3

Description of the assessment ........................................................................................................... 3

Assessment Content .......................................................................................................................... 5

Assessment Rubric ............................................................................................................................ 9

Anonymous Marking ....................................................................................................................... 12

Assessment Regulations .................................................................................................................. 12

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Module Leader Module Leader UoD: Bronia Thomas

Academic Lead EUBS: Anthony Lawson

[email protected]

Module Leader EUBS: Rumen Dimitrov

[email protected]

Key dates and details

Assessment Type: Individual

Report

Assessment weighting: 100%

Word count: 3000 words maximum (you can write up to -10% but

not over)

Learning Outcomes: 1, 2, 3

Submission Method: Turnitin

Submission Date: 23:59 UK time, 19/01/2024

Provisional Feedback Release Date: 09:00 UK time, 09/02/2024

Description of the assessment The module is assessed through an individual 3000 word maximum report which proposes a Convergent Media campaign for a case study company. During the course of the module we will discuss and develop a range of suitable Convergent Marketing Communications Objectives and potential integrated marketing communications strategies (needed to achieve those objectives) for the given assessment case study.

The report proposes the Convergent Media campaign which:

Considers the situational factors the case study company will need to analyse in order for the convergent media campaign to be successful.

Identifies your proposed Communications Objectives to meet the case study scenario requirements.

Suggests your proposed Communications Strategy to meet your stated Communications Objectives

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Develop and present suitable creative tactical ideas around the promotional tools mentioned in your marketing communications strategy indicating clearly how your chosen promotional tools, media planning schedule and your creative ideas converge to deliver a powerful and effective Convergent Marketing Communications proposal.

Lists the more specific actions needed to implement the tactical ideas across the timescale of the campaign.

Presents the budgetary and monitoring to be used to measure the effectiveness and success of the campaign.

The Assessment links to the module learning outcomes:

1. Assess key factors that impact upon successful marketing communications practice.

2. Prepare a Marketing Communications framework.

3. Manage the various elements within a marketing communications plan needed to create and justify an effective, professional convergent communications output that would be suitable for ‘pitching’ to potential clients.

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Assessment Content Individual Assessment 2023 – Convergent Media Campaign:

Passenger: www.passenger-clothing.com

The Company … Passenger are a UK company based in the New Forest but they sell internationally – particularly Europe & North America. They sell outdoor clothing and accessories that bridge both fashion and outdoor wear/gear. Founded and owned by Richard Sutcliffe, he describes his approach to the company as:

"I’m passionate about where we're heading, giving back, protecting our playgrounds and leaving the smallest footprint. We create products that enable a life of meaningful escapism using more responsible materials and mindful processes. We’re always challenging ourselves, every day, and we have so much more to do, exciting things on the horizon…"

Their ethos is: “We aim to share what we as a team are passionate about and unite like-minded people through a sense of community.”

This is a British company, but it has a global footprint with particular links to Portugal, Canada and encompassing outdoor activities, particularly camping and surfing.

The Market … This company falls into the fashion, outdoor wear/gear and equipment. This market is very fashion driven but not in the way that fast fashion moves. It is slower and more considered. The consumer base often has different drivers that trigger consumption. The very fact that it is based in a space of environmental consciousness and sustainability means that the market is slower but more consistent in spread. It is affected by PESTLE factors which you will need to consider and in particular there has been a growing conversation about the impact sourcing raw material, manufacturing and the sale of fashion/clothing is globally.

Your Campaign Brief … The invented scenario of this assessment is that you are the Owner/Director of a Communications Agency. Your Agency is seen as a new and innovative company that can develop exciting and engaging campaigns that converge different media options in a way that creates an effective and exhilarating campaign for their clients. Passenger have approached your Communications Agency as they think you may be able to present a

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convergent media campaign which increases and enhances the company’s profile with consumers.

You will need to think about this as a global brand. Not just UK (master version & focus) but across Europe. Pan-European (adaptations).

The Task … The Communications Agency needs to focus on how to develop a pan-European marketing approach that considers how you take a clothing company that in effect is a ‘fashion’ company and move it towards not only a greater presence within its core market but how it opens up to a new market it has perhaps not considered.

The main focus of your responses to this brief is a UK centric led approach as this is the primary market where the brand was founded. However, consideration needs to be taken into account on how you would broaden this successfully across a few markets in Europe. Which markets, why and the approach is for you to decide, outline and justify.

This campaign needs to have an integrated approach where you are developing a Convergent Media Campaign to meet this challenge.

Note: You cannot develop any new products or services in their range. You are asked to work only with their current range of products/services and develop the convergent media campaign.

The campaign is envisaged to run for one year and would launch at the beginning of 2024 during the quieter retail months of January to March, then moving towards the busier spring/summer period.

The Budget Available …

The proposed budget for the whole campaign is £1,000,000 If you do not spend all of the proposed budget available you will need to justify why you haven’t spent it as part of the assessment. Any money you do spend needs to be divided into how much across each media? Why that media? and when is the media used?

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The Individual Assessment Report …

Your campaign should be presented as an individual management report of 3000 words maximum (!) and include all of these areas.

1.) Situational Analysis and Communications Objectives (25% of the marks):

A thorough Situational Analysis the company which considers their current situation within the market(s) they compete in and their competitors. Several models could be used to complete this analysis (PEST, SWOT, Porter’s Five Forces, BCG Matrix etc) but only points of significant importance should then be highlighted in the main body of your report as these clearly highlight why you think they are of particular relevance to your campaign approach.

Two or Three Suitable Marketing Communications Objectives that you believe are required for the proposed campaign to achieve (utilising the SMART framework approach).

2.) Campaign Strategy and Linked Communications Tactics (40% of the marks):

A clearly presented campaign Strategy which explains the broad-approach towards achieving one of the Communications Objectives. Your Strategy proposal should include four main elements 1. who the campaign is specifically targeted at, 2. the overall strategic message of the campaign, 3. Media tools to be used and 4.) how the campaign will be broadly scheduled together.

Examples of at least three fully creative Tactics that you would want to use in the campaign with a comprehensive explanation of each of these detailing how they would look in terms of the design, location, delivery, style, format etc. These can be sketched/drawn by hand or created electronically to show how each tactic might look. For example; Billboard design, TV Advert storyboard, Social Media post, Event Stand, Sales Promotion etc.

3.) Campaign Actions and Control elements (20% of the marks):

A list of the main Actions (major Activities needed to be completed to implement the tactical ideas across the timescale of the campaign in date order) using a Table or Gantt Chart approach (this can be developed using Microsoft Excel, Word or other packages as long as the document is embedded in your assignment).

A Control element to the campaign which includes a brief outline of budgeted costs for the different campaign tactics to be used (e.g. researched advertising costs, costs

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to locate adverts, staff required for events etc) and where and when the campaign budget will be spent so that the campaign can be monitored.

The Report will also have marks available for References, Presentation and Structure (15% of the marks)

Your report must be fully supported, justified and underpinned throughout with appropriate reference to academic theory, models, texts and journal articles.

You may also use examples from other companies’ campaigns where appropriate to help to clarify what approaches to the campaign you are proposing.

The report should also include a brief introduction and conclusion section (these are included in the word count). Effective use of tables, models and appendices is encouraged and are not included in the word count. Please list all references in Harvard Format. Please also refer to the Assessment Marking Scheme.

The Report should be submitted via Turnitin by: Friday 19th January 2024 at 23:59 UK time. Grades and Feedback will be available three working weeks after the submission date.

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Assessment Rubric Criteria

Very Poor 1 – 19%

Poor 20 – 34%

Unsatisfactory 35 – 39%

Satisfactory 40 – 49%

Good 50 – 59%

Very Good 60 – 69%

Excellent 70 – 79%

Outstanding 80 – 89%

Exceptional 90 – 100%

Situational Analysis and Communications Objectives (25%)

Situation not analysed with any relevant frameworks. No objectives at all or not communications oriented

Situation poorly analysed with very few points noted in any of the applied frameworks. Only one objective presented which is unclear and not a communications objective.

Situation described unclear points applied in the framework. Up to three objectives but not communications objectives and not feasible or justified from the situational analysis.

Situation analysed accurately but only one or two points applied to most of the framework sections. Very little research presented Two or three communications objectives Clear, but not well justified from the situational analysis

Situation analysed with good examples and several points applied to most of the framework sections. More than one framework. A small range of research sources. Two or three good communications objectives Clearly presented. Well justified from the situational analysis

Situation analysed and applied with very good examples and several detailed points applied to most of the frameworks. Two or three frameworks. Several good research sources. Two or three very good objectives Very clearly presented Well justified with clear links to the situational analysis.

Situation analysed and applied with excellent examples and many relevant points applied to all of the frameworks. Three or four frameworks applied. Aa wide range of good research sources. Two or three excellent communications objectives. Very clear. Very well justified with clear links to the situational analysis.

Situation analysed and applied with outstanding examples and many relevant points applied to all of the frameworks. Three or four frameworks applied. A wide range of good research sources. Two or Three outstanding communications objectives. Very clear. Very well justified with clear links to the situational analysis.

Situation analysed and applied with exceptional examples and many relevant points applied to all of the frameworks. Three or four frameworks applied. A wide range of good research sources. Two or Three outstanding communications objectives Very clear Very well justified with clear links to the situational analysis.

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Marketing communications strategy and Marketing Communications Tactics (40%)

Strategy not addressed, little or no details. Target audience not mentioned No reference to message theory. No strategic approach to the campaign.

No Tactics presented.

Very poor link or no link to strategy or objectives

Strategy not justified. Not clearly targeted to an audience. Not linked clearly to comms objectives. No or little reference to message theory Little tactics presented. No creative elements.

Ideas poorly articulated and realised, not linked to strategy or objectives

Strategy not clearly justified. Not entirely justified or targeted Not well linked to objectives Poor reference to message theory

One or vague tactics with little links to strategy and objectives.

Little in the way of creativity in the design of the tactics.

Strategy appropriate Some justification Some evidence of targeting Some links to objectives Some reference to message theory Satisfactory tactics ideas, fair realisation with some links to strategy and objectives. Elements of creativity in the design. Further supporting theory needed.

Strategy appropriate Good justification Good targeting Good links to objectives Good reference to message theory. Good tactics ideas well realised with good links to strategy and objectives. A range of creative elements either drawn or created electronically. Reference to theory.

Very clear strategy with good justification Very clear targeting Clear links to objectives, well explained. Very good reference to message theory Very good tactics idea very well realised with very good links to strategy and objectives. Wide range of creative elements presented in drawn or electronic format. Supporting theory presented.

Excellent strategy with excellent justification Very clear and justified targeting Very clear links to objectives, well justified Excellent reference to message theory

Extremely good tactics ideas, excellent realisation and links to strategy and objectives.

Excellent range of creative ideas clearly presented and supported with theory.

Outstanding strategy, clearly targeted, justified Excellent links to objectives Outstanding reference to message theory.

Outstanding tactics ideas, superb realisation, links to strategy and objectives.

Outstanding design creativity and supported clearly with theory.

Strategy is exceptionally well targeted, justified and supported with clear evidence and reference to message theory Excellent links to objectives Professional standard Exceptional tactics ideas, realisation and links

Professional design and creativity which is extensively supported with theory.

Campaign Actions and Campaign Control Budget and Monitoring (20%)

No media schedule or list of activities to implement the tactics. No Gantt chart.

No control measures or

Very few activities in media schedule or unclear how they link to the tactics, and objectives. No or vague Gantt chart.

Poor control measures or unclear budgeted costs.

Incomplete media schedule with only several activities listed. Unclear dates on the Gantt chart and vague links to the objectives.

Very few control measures presented to measure the campaign. Little

Basic complete media schedule requiring more activities listed for each of the tactics. Gantt chart presented. Clearer links to the objectives needed.

Satisfactory control measures to measure the campaign. A few

Good media schedule with several activities for every tactic. Good clearly completed Gantt chart. Some links to the objectives.

Good control measures to measure the campaign and clearly noted as

Very good media schedule around ten activities for each tactic. Clearly liked dates and objectives. Very Good clearly completed Gantt chart. Some links to the objectives.

Excellent detailed media schedule with over ten activities for each tactic, Clearly sequenced and linked to the objectives. Very well presented Gantt chart.

Excellent control measures, well justified to clearly measure the campaign at the

Outstandingly detailed media schedule with over ten activities for each tactic, Clearly sequenced and linked to the objectives. Very well presented Gantt chart.

Outstanding control measures, well justified to clearly measure the campaign at the

Exceptional detailed media schedule with over ten activities for each tactic, Clearly sequenced and linked to the objectives. Very well presented Gantt chart.

Exceptional control measures with justification to clearly measure the campaign at the

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budgeted costs for the campaign.

or no budgeted costs.

outline budgeted costs.

to when they are required. A good range of researched budgeted costs.

Very good control measures to measure the campaign which includes clear details as to when they are required. A wide range of researched budgeted costs.

relevant points in the campaign timescale. Wide range of detailed budgeted costs.

relevant points in the campaign timescale. Extensive range of detailed budgeted costs.

relevant points in the campaign timescale. Extensive range of detailed budgeted costs.

Report References, Presentation and Structure (15%)

No cited sources or references listed in the report. Not in Harvard format.

No report format used. No headings. Unclear sections. No title page or contents list. First person used throughout.

Very few cited sources, mainly internet and not academic. Not in Harvard format.

Not fully report format. Unclear sections or sections missing. First person used in sections.

One or two cited sources. Not cited correctly and not Harvard correct.

Unclear report format. Sections in wrong order. Parts of sections incomplete.

Several cited sources which are a range of academic and research. Mainly Harvard correct.

Report format. Few areas unclear. Title page and contents clear. Introduction and Conclusion sections clear.

Good range of cited sources to support the report throughout. Academic and research sources. Harvard format.

Good clear report format. Tile page and contents. Sections clearly numbered. Good use of headings. Introduction and Conclusion sections clear.

Very good range of cited sources. More than ten different sources including both academic and research sources. Journals used and Harvard correct.

Very good report format. Good presentation of Title page and contents. Very clear headings and numbering. Introduction and Conclusion sections clear.

Excellent range of cited sources with more than ten different sources including both academic and research sources. Several relevant or recent journals used. Harvard correct.

Excellent presentation. Full report format. Clearly presented Title page and contents list. Excellent headings used with numbered sections. Introduction and Conclusion sections clear.

Outstanding range of cited sources with more than fifteen different sources including both academic and research sources. Several relevant or recent journals used. Harvard correct.

Outstanding professional presentation. Full report format. Clearly presented Title page and contents list. Excellent headings used with numbered sections. Introduction and Conclusion sections clear.

Exceptional range of cited sources with more than fifteen different sources including both academic and research sources. Several relevant or recent journals used. Harvard correct.

Exceptional professional presentation. Full report format. Clearly presented Title page and contents list. Excellent headings used with numbered sections. Introduction and Conclusion sections clear.

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