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Strategy paper: ASSIGNMENT

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Choose only one of the products or services listed in the assignment instructions.

As a team, create a communication strategy paper for the launch of your client’s new product or service.

The communication strategy paper should cover 12 months of activities, including preparation for launch, the point of launch, and after the point of launch (see specifics below).

The communication strategy paper is 800-1,000 words in length (not including the title and reference pages)

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The strategy paper discusses the following, in sections and in the same order you see below:

1. A brief description of the product or service the team will launch

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2. Describe the target audience, including its specific demographic characteristics. Discuss why this is the correct target audience for this product (or service).

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3. Discuss the messages and communication activities the team will use. Discuss your rationale for using them.

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4. Discuss how different communication modalities would be effective in marketing your product or service to different age groups

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5. Discuss the concept of an integrated communication campaign. Describe what it is ; then discuss how your team would use it to reach your target audience.

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6. Discuss the concept of transparency. Describe what it means; then give specific examples of successful industries or companies that have used transparency to enhance their effectiveness. Discuss how the team would apply this to your strategy.

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The document has a proper introduction. The introduction provides a statement of the issue/problem, and discusses why it is important to talk about it. The introduction also gives sufficient background on the topic and previews major points.

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The document has a proper conclusion. The conclusion is logical and flows from the body of the paper. It summarizes the key findings of your research and writing, and provides the reader with a takeaway. It does not simply reiterate the points you presented in the introduction and the body of the paper.

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The paper covers all key elements of the assignment in a substantive way. It states major points clearly and discusses them in adequate detail. The content is comprehensive, accurate, and persuasive; you have provided sound reasoning and rationales to support your points. Your paper also supports your points with examples and/or analysis. The paper is organized in a logical way.

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You have consulted and cited a minimum of three peer-reviewed, scholarly, or similar references, not including the textbooks.

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Readability and Style 15 %

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Paragraph transitions are present and logical and maintain the flow throughout the paper.

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Tone is appropriate for the audience, content, and assignment. The tone should be consistent with a formal academic paper or presentation . Write from the third person perspective only.

Do not use colloquialisms or slang –strive for formal and precise language that is appropriate for an academic paper.

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Sentences are strong, varied, and properly constructed.

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Mechanics 15 %

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The title page is in correct APA 6th edition style.

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The reference page uses correct APA 6th edition style.

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The paper, overall, is in correct APA style. Any tables, charts, graphics and appendices follow correct APA style.

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The paper makes proper and effective use of headings, font styles, and white space.

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References (in-text citations) are cited consistently throughout the body of the paper to support your statements. These in-text citations follow correct APA style.

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The paper uses correct:

· grammar

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· word usage

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· punctuation

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· capitalization

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· spelling

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Total 100%

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Points Possible: 10

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