Woolworths has been urged to adopt a social media risk strategy after being forced to pull the plug on an Anzac Day marketing campaign that triggered a vicious consumer backlash and has been labelled “the social media fail of the year”
MORE INFO: http://www.news.com.au/finance/business/retail/gruen-transfer-panellists-review-woolies-fresh-in-our-memories-anzac-campaign/news-story/221fed33040e7e9169c057816b99477
The use of social media allows organisations to target increasingly larger segments of the marketplace with marketing and advertising campaigns. It is not without its risks, however, as Woolworth and the â€˜experiental agencyâ€™ Carrspace discovered when social media took to sites like Twitter and Facebook to make their complaints known.
It is into this situation that you are thrown as a newly-minted public relations or advertising professional. You will work your way through a public relations campaign to set Woolworths public image right.
The first task you will undertake is to create a communications brief for the client (Woolworths). This should accurately and concisely capture Woolworth’s needs.
In this first task you will work as an individual to create a communications brief based on the information you can gather from various online and traditional media sources. Use the provided template to fill in detail on:
Background (approx. 60 words)
Situation Analysis (approx. 60 words)
Communication objectives (approx. 60 words)
Audience (approx. 60 words)
Key message (approx. 60 words)
Media (approx. 60 words)
Mandatory information (approx. 60 words)
Evaluation (approx. 60 words)
Remember, the key word for this assessment is â€˜briefâ€™. You should be able to distil your findings down to a manageable 500 words (+/-10%). Be concise and stick to the facts.
Use this template to complete your communications brief. The explanations for each section provide some guidance on what you should include.
This section includes a brief description of the client plus relevant information about the industry they operate within including competitors using key market data and other relevant sources as support.
Include corporate objectives, mission statements if accessible.
Include recent (last 3-12 months) activity including results if available â€“ this is the opportunity to explore what has and hasnâ€™t worked in the past.
Describe the situation that has led the client to seek the expertise of your agency. This may be changes in the external environment, new issues emerging or old issues re-surfacing. A SWOT analysis is also useful – clearly identify any trends that might result in opportunities (or threats) appropriate for your client.
Define communication objectives
When thinking about objectives consider the following questions: What must this campaign aim to achieve? What does the client want from the campaign? What would success look like?
Ensure objectives are SMART (Specific, Measurable, Achievable, Realistic, and with a defined Timeframe).
Identify the audience/s
This is a clear, concise description of the people who are the target of the message/s. These can include:
community (both in a geographic and psychographic sense).
Identify the key message
What is the key message being conveyed; what issues is this message related to and what are the main points supporting this message. Think here about the specifics of what, where, when, how why and who (i.e. what happened, where, when and how did it happen, why did it occur and who was affected).
Identify the media
Which media are considered most effective as reaching the audiences and how best should the information be delivered to meet the constraints of that media.
This is information that must be included, such as web address, contact information, legal information.
How will you measure the success of the campaign? Look at each of the communication objectives and decide how these will be measured.
â€¢ Use online and news sources to support your info for each
section â€“ the three sources in the Assessment 1 document
can be used as well as other sources, such as the readings.
â€¢ The in-text citations and reference list wonâ€™t be included in
the word count.
â€¢ Focus on being concise, factual, and relevant to the