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WC communication blok 4 week 1

WC communication blok 4 week 1. Agenda. Blok 4 overview Blok assignment teams Research teams Blok assignment briefing Blok assignment de-briefing Homework All RT1. Blok 4 overview. Create pairs and research teams.

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WC communication blok 4 week 1

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  1. WC communication blok 4 week 1

  2. Agenda • Blok 4 overview • Blok assignment teams • Research teams • Blok assignment briefing • Blok assignment de-briefing • Homework • All • RT1

  3. Blok 4 overview

  4. Create pairs and research teams • Pair up with some one who you will work with for the rest of this blok (in this course) • As a pair, get together with 1 other team to create a research team • Write the names of all members of the research team on a piece of paper • Indicate the pairs on this sheet too • Hand this into to your tutor

  5. Research team assignment • Each week, a team of 4 (or 6) students will do some research on an “newer” media channel not covered in hoorcolleges • Narrowcasting • Viral marketing • In / thru -game advertising • E-mail marketing • Mobile if we have 5 teams • The idea is that you will give a presentation to the whole class on the results of your research • These new channels will come up in the exam! • So your colleagues will have to rely on you

  6. Rules • All carry-out research • At least 1 slide per team member • 1 (or 2) presentation per week (week 2 t/m week 6) • Presentation in PowerPoint (it will be put online) • MUST be ready BEFORE the lesson • Max 10 minutes per presentation • All sources must be referenced (bronmelding) • Wikipedia is only an acceptable source as a starting point • Always try to confirm your findings via other sources

  7. Outline presentation format • Define newer channel • What is it good for? • What can go wrong? • How do you avoid this? • Current developments in the channel • Examples (1 per team member)

  8. Blok assignment:eBay cross media pitch

  9. Introduction • The client is eBay who are looking for a new lead cross media agency for eBay.nl • You and partner are a creative team for a cross media agency that has decided to pitch for this campaign • You have been asked by your creative director to develop a creative concept and pitch it to eBay

  10. Exercise: Actively read the briefing(20 minutes) • Read the briefing • One person focus on the assignment • One person focus on the target group • Make a note of any questions that you have • Explain the part you have focused on to you partner and then listen to them explain the part they focused on • Underline the things you think are important • Try to work together to find answers to the questions you have noted • Make a list of questions

  11. Exercise: Q&A with the client(15 minutes) • Ask the client (your tutor playing the role) any questions you have about the briefing • Make notes of the answers

  12. Exercise: Preparing a debriefing(40 minutes) • Answer the following questions in your pairs: • What are the main tasks? • What are the client’s goals? • What are your deadlines? • What do you have to deliver? • What restrictions are there? • What are the opportunities? • Get together with the other members of your research team • Discuss your answers to the questions with them • Do you disagree on anything, try to reach an agreement • Write your debriefing as a research team on a flip-over • Present it to the class

  13. Exercise: Market orientation(20 minutes) • Work with your research team • Brainstorm things that you will need to know / understand before you can begin developing your pitch • Screen your brainstorm (get rid of things not needed or not possible) • For each item left on your list discuss HOW you will find out what you need to know

  14. Homework: All • Work in your pairs to research the following: • The target group • eBay • Competition (direct & indirect) • Prepare: • A target group mood board with at least 1 insight into their problems / needs / wants • A comparison of eBay with their competitors • How are they better than the competition (for the target group)? • What are their weaknesses against the competition? • How do they position themselves now?

  15. Homework: RT 1Narrowcasting presentation • RT 1 should prepare a presentation of no more than 10 minutes to answer the following questions: • What is narrowcasting (a definition)? • What are the advantages of narrowcasting in communications? • How & where can narrowcasting be used how can it be used? • What are the potential problems with narrowcasting in communications? • What are the latest developments in narrowcasting? • 1 example of narrowcasting per team member • This should be ready to present next week at the beginning of the werkcollege

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