What is the big idea? This is your creative solution to the client’s problem. It is when you turn the content strategy into an idea that you can then extend across all the different channels. What...



What is the big idea?
This is your creative solution to the client’s problem. It is when you turn the content strategy into an idea that you can then extend across all the different channels.



What does a finished piece of content look like?
You are to create three pieces of content for your client. Two of these you are to present as scripts. The third piece you are required to present as a finished product. Now, we are certainly not expecting you to be production experts. We don’t teach production and nor will we mark you on your production technique. However, if you are putting together a portfolio or even a personal website, it is great to have something that visually encapsulates your idea. So people can better understand your idea better.


I would opt for something easy toproduce. In the old days when I worked in advertising, they said billboardsencapsulated campaignideas quickly, because they had a visual and had to get their message across quickly. For this assessment, you might opt to do ablog or Instagram or digital display or eDMs, which are pretty easy to produce. Or you can record a podcast using your phone. Or if you can shoot a short and simple video, then go ahead. Choose your finished piece of content based on (1) what demonstrates your big idea (2) what you feel comfortable producing.



What resources can help me produce the content?
On Blackboard 2.2, there are links to some royalty-free images you can use in your content. You might find something perfect for your blog or eDM. Canva is great to use. There are many apps to help you record voice overs such as Voice Record Pro, Super Notes or even Siri. And record video using apps like MoviePro or Videon or just shoot it on your camera. Whatever is easiest and works best for you.



What does a script look like?
A script is the written version of your content piece. Go to Blackboard 2.2 and you’ll find some example scripts there. There is no one way to write a script, but you are welcome to use the format of these in your assignment.



Does the justification need to be incorporated into every section?
You need to justify three things. The decisions you made in your channel selection, big idea and crafting copy. Justify your channel decisions in the channel section. Big idea in the big idea section. Craftsmanship in that section. Why should your client invest their money in your suggestions? Why is this the best solution?



In the first section (Channel Selection), can I choose three channels to link with each three content pillars in A1?
You can choose a channel that links with each content pillar or you can choose the channels based on which are the best to reach your persona. I think the alignment between channels and persona is more important than aligning the channel and the content pillar.




In the third section (Craftsmanship of Copy), my three pieces also need to correspond to the channels and pillars of the first section (Channel Selection) respectively, right?
Again write the best pieces for the persona. This of course needs to align with the content pillars but there is no reason you can’t focus on creating content for one or two of these pillars rather than all three.




Are the content pieces included in the word count?
Your content pieces are not included in your word count.





How can I best justify the channel selection within the word count?
You are welcome to use dot points or include a table which shows the strengths, disadvantages, or whatever you want to use to justify it. This may save some words. It is also fine to invest more words in some sections (such as channel selection) than in others (such as your big idea or execution). And while your channel selection is only 5 marks – the overall justification is another 10 marks.

May 02, 2021
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