Assessment 1 – Defining the Audience and Developing Content with Purpose

Assessment Brief 1

CONTENT WRITING

Assessment 1

Defining the Audience and Developing Content with Purpose

Written Submission

PDF

Learning Outcomes:

1. collect, analyse and interpret research data in order to discern key insights and characterise audience personas;
2. develop, deliver and pitch strategic content recommendations;

• create engaging stories and written content that connects audiences with brands in order to deliver outcomes.

Description:

Students identify, research, create and describe 2 unique audience personas in order to target in the marketing for a product or service offering (student choice) (200 words for each persona).

Develop and write at least 1 piece of digital content for each audience and provide supporting images (300-400 words each) .

Support and contextualise the intended outcomes in a written rationale describing the approach and reasoning that underpins the recommendations (750 words).

1.   Written Rationale

Write a clear and concise summary of the audience insights, recommendations and approach to the task.

The summary should describe:

• Interpretation of the task: Describe the question, challenge or request that you are answering and your approach to determining your recommendations.
• Understanding of the product or service you are creating the content for: You have to know your product or service so you have the context, background and knowledge to provide strong recommendations. Investigate your chosen product or service and what you discover to answer the brief?
• Audience recommendations: What audiences have you defined for your product or service to target? Why are they the best audiences?

• Decision making – what factors influenced your decision making? Did you learn anything surprising or unexpected about the audiences? Did you have any assumptions that were validated or disproved?

• Research, resources and insights – How did you approach the research required, and what research did you to do, to uncover audience and other insights to support your thinking and inform your recommendations.

2. Audience Personas (x 2)

(150 – 200 words + 1 image for each Persona)

Create a written and visual persona to characterise each of your audience recommendations. – If your audience was a person how would you describe and bring them to life? Personas should include details including, but not limited to – who would they be, what do they like, what digital and social media do they use, what would they look like and why are they the right fit for the brief and goals?

3.   Content Proposal ( x 2)

(250 words + visual element)

Develop written content supported by a visual element, designed to attract and/or engage a specific audience persona and have a specific purpose. Content must be a written piece about the product or service that could be journalistic or branded content. A supporting visual element must be included – eg. Image, video, meme, gif etc

A brief content description must be included and explain:

• where the content would be published,

• the intended audience and

• the purpose / role / expected action

The assessment requires that students develop and submit a minimum of 2 audience personas and 1 piece of content for each audience. Students are free to submit additional personas and content for this assessment. You are encouraged to create written content not just social posts.

4.   Reference List

Provide evidence of research and resources using Macleay College’s Harvard Referencing guide.

Details:

You can use Powerpoint/Canva or a Word Document. Upload final assignment to Moodle as a PDF file for marking.

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