Web Campaign Proposal

Web Campaign Proposal

ASSIGNMENT RULES:  Please be aware that this assignment is hypothetical and all information in this

brief is provided in this context and does not represent real life.  As this is a proposal, you are only required to ‘suggest’ your ideas through the

pitch/proposal process, not implement them in real life.

THE TASK Prepare 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 2 different web communications strategy to encourage youths

(Group 1: Age of 15-25 and Group 2: Age of 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 content plan (with one example) and launch plan (timeline: refer

to the campaign timeline below) for Youth Corps Service Week.

5. Attract partnerships/sponsorship that are well-known in Singapore in order

to stretch the $5000 budget. (Realistic allocation)

6. Word limit: 1500 words excluding reference lists

7. 10 reference lists from Singapore News Article and Google Scholar (Journals

/ Article)

THE 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 AND ISSUE AS DESCRIBED BY THE CLIENT To support the Youth Corps Singapore’s team’s communication strategy, the 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: (Website: https://www.youthcorps.sg) 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)

Template of the Proposal 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 you 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 your 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 timeframes in which each step of the plan will be executed.

9. Budget (SGD Currency) 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.

What methods will you use to help you frame your campaign, modify it to ensure you

are meeting your objectives and evaluate for the future?

Assignment will be assessed on the following criterion, which carry equal weighting:  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