Western Sydney University Story for A Brand and Publisher Research Papers You are required to submit at least 4 pieces of content: § 1 x long form, written

Western Sydney University Story for A Brand and Publisher Research Papers You are required to submit at least 4 pieces of content: § 1 x long form, written content ( 500 words) § 2 x social media posts – platforms of your choice § 1 x content piece of your choice A brief content description must be included for each piece and explain where the content would be published, the intended audience and the objective and purpose.please do label all the parts which is a must. doesn’t has to be very messy and follow all the instructions given in the PDF file. Assessment Brief
CONTENT WRITING
Assessment 2
Brand Storytelling
Due:
Weighting:
Type:
Format:
Week 9
30%
Written and Visual Presentation
PDF
Learning Outcomes:
b. collect, analyse and interpret research data in order to discern key insights and characterise audience
personas;
c. develop, deliver and pitch strategic content recommendations;
d. create engaging stories and written content that connects audiences with brands in order to deliver outcomes;
e. develop a multi-channel distribution strategy to reach and engage target audiences with unique content and
deliver specific outcomes.
Description:
Develop a story for a brand or publisher of your choice. Research and develop audience personas. Then create 4
pieces of content to atomise and tell this story across multiple channels. Your story can be about any topic, told
from any angle, for any purpose, in any style (eg: brand content, journalism, entertainment, activism, blog, review
or opinion, social media post, email marketing, fact or fiction etc) but must demonstrate a connection to the
nominated organisation and appeal to the defined audiences.
The content must tell the story in different formats, across a minimum of 3 digital platforms (eg: blog, news site,
brand website, Amazon, Facebook, Twitter, Instagram, LinkedIn, Medium, Snapchat discover etc). Content can be
supported with visual elements.
For this task students will need to submit:
§
A written rationale outlining the approach, research and decision making for the strategy, story, audience
and organisation (700 words)
§
Audience personas x min 2 (150 – 200 words each) / At least one audience must identify as CALD or
diverse
§
Storytelling and content (4 pieces / 500-700 words each)
§
Multi-Channel distribution strategy (500 words)
§
Reference list (use Macleay / Harvard Referencing)
ASSESSMENT BRIEF I CONTENT WRITING
File: 214_ContentWriting_Assessment2
Author: Khodr
Date: 21/05/2020
ON
Status: DRAFT
1
Assessment Brief
Written Rationale ( 700 words)
A clear and concise summary outlining your approach, research, insights and decision making underpinning your
strategy, story, content, audience and organisation / brand. Your summary should describe your
§ Interpretation of the task – Describe the question, challenge or request that you are answering and
your approach to determining your recommendations.
§ Audience recommendations – What audiences have you defined as your target? How did you
research and define the audiences? Why are they the best audiences to engage with your story?
§ Story and Content – How did you approach the research required, and what research did you to do, to
uncover your story? What type of story are you telling and why? ( eg, brand content, journalism,
entertainment, review, fact or fiction etc) What insights influenced your decisions on which content
formats to use What purpose does it serve?
§ Understanding of the brand – investigate and thoroughly understand your chosen organisation /
brand – their tone, pillars, purpose, channels, audiences, trends, news, reputation and other relevant
insights.
§ Channel Selection and Strategy– what factors influenced your decision making? How did you
research and define the channels and content formats? What is the connection between the brand,
audiences, story, content and channels?
Audience Personas ( min x 2)
(150 – 200 words + 1 image for each Persona)
Create written Audience Personas for each of your audiences. 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 your brand and goals?
§ Your audiences should be different, distinct and clearly described.
§ You will need to use a combination of online ethnography and data analysis to gather and interpret
insights.
§ At least 1 audience must identify as CALD or represent diversity
The assessment requires that students develop and submit a minimum of 2 audience personas and 4 pieces of
content. Students are free to develop and submit additional personas and content for this assessment.
Story and Content (min x 4)
Develop a story for a brand or publisher of your choice. Create multiple pieces of content to atomise and tell this
story across multiple channels. Your story can be about any topic, told from any angle, for any purpose, in any
style ( eg, brand content, journalism, entertainment, activism, blog, review or opinion, social media post, email
marketing, fact or fiction etc) but must demonstrate a connection to your organisation and appeal to the
audiences you have defined.
ASSESSMENT BRIEF I CONTENT WRITING
File: 214_ContentWriting_Assessment2
Author: Khodr
Date: 21/05/2020
ON
Status: DRAFT
1
Assessment Brief
Your content must tell the story in different formats, across a minimum of 3 digital platforms. ( eg blog, news site,
brand website, amazon, Facebook, Twitter, Instagram, LinkedIn, Medium, Snapchat discover etc). Content can be
supported with visual elements.
You are required to submit at least 4 pieces of content:
§ 1 x long form, written content ( 500 words)
§ 2 x social media posts – platforms of your choice
§ 1 x content piece of your choice
A brief content description must be included for each piece and explain:
§ where the content would be published,
§ the intended audience and
§ the objective and purpose
Multi-Channel Distribution and Content Strategy (500 words)
Develop a strategy to distribute your content across a minimum of 3 digital channels, to reach and engage the
audiences defined. Your strategy should outline and provide reasoning for the platforms chosen, including why the
brand, audiences, content and channels are best combination to tell your story.
§ min 3 channels
Reference List
Provide evidence of research and resources using Macleay College’s Harvard Referencing guide.
Details:
Upload final presentation to Moodle as a PDF file for marking.
Marking Criteria & Rubrics:
Criterion 1:
Fail:
Pass:
Development of audience personas – 25 %
• Incomplete
• The assessment did not meet the minimum requirements of the task
• The submission did not answer all required tasks
• Essential information or support documentation was not provided
• Tasks were not addressed effectively or clearly and did not answer the requirements
adequately
• Adequate but basic
• The assessment addressed and answered all required tasks
ASSESSMENT BRIEF I CONTENT WRITING
File: 214_ContentWriting_Assessment2
Author: Khodr
Date: 21/05/2020
ON
Status: DRAFT
1
Assessment Brief
•
Credit:
•
•
•
•
•
•
•
•
Distinction:
•
•
•
•
•
•
•
High
Distinction
•
•
•
•
•
Criterion 2:
Fail:
Pass:
Limited research and resources were used to collect and analyse data resulting in
lower quality insights
Validation of recommendations poor, poorly described or poorly understood
Simplistic, confusing or poorly described audience recommendations and definitions
Questionable relevance between audience, client and task
Low quality audience personas that were not adequately described or fully formed
Competent
The assessment addressed and answered all required tasks
Multiple sources of relevant and credible research, tools and resources utilised,
resulting in well rounded, informed insights
Validation of reasoning and decision making to form recommendations clear and
logical
Relevant audience recommendations
Well described audience personas that aligned to insights
Comprehensive and detailed
Multiple sources of relevant, credible, diverse research, tools and resources utilised,
resulting in strong, precise informed insights
Validation of reasoning and decision making to form recommendations clear, logical
and detailed
Relevant, well rounded, audience recommendations that consider multiple
requirements of the brief
Well-described and detailed audience personas that aligned to insights and
demonstrated relevance to client and brief
Outstanding
Multiple sources of relevant, credible, diverse, research, tools and resources utilised,
resulting in strong, interesting informed insights
Validation of reasoning and decision making to form recommendations clear, logical
and detailed
Relevant, thoughtful, surprising audience recommendations that reflect the needs and
opportunities of the brief
Well described, creative, recognisable audience personas that demonstrated an
investigation of insights and relevance to client and brief
Story and content development – 25 %
• Incomplete
• Assessment did not meet the minimum requirements of the task
• The submission did not answer all required tasks,
• Essential information or support documentation was not provided or
• Tasks were not addressed effectively or clearly and did not answer the requirements
adequately
• Adequate but basic
• The assessment addressed and answered all required tasks, however the response
was weak
• Relevance of story to the audience and/or organisation was low or unclear
ASSESSMENT BRIEF I CONTENT WRITING
File: 214_ContentWriting_Assessment2
Author: Khodr
Date: 21/05/2020
ON
Status: DRAFT
1
Assessment Brief
Credit:
•
•
•
•
•
•
Distinction:
•
•
•
•
High
Distinction
•
•
•
•
•
Criterion 3:
Fail:
Pass:
Credit:
Distinction:
The narrative, structure and purpose of the story was unclear and/or inconsistent
The content unengaging
Competent
The assessment addressed and answered all required tasks
Relevance of story to the audience and/or organisation was clear and well
established
The narrative and purpose of the story was clear, effective and consistent across all
channels
Content stylistically strong
Comprehensive and detailed
Relevance of story to the audience and/or organisation was clear and established a
strong connection
The narrative and purpose of the story was clear and thoughtfully interpreted across
all channels
Content style excellent
Outstanding
Relevance of story to the audience and/or organisation was strong and deeply
authentic
The narrative and purpose of the story was clear and thoughtfully interpreted across
all channels
Content of professional level
Demonstration of creative thinking – 25 %
• Incomplete
• The assessment did not meet the minimum requirements of the task
• The submission did not answer all required tasks
• Essential information or support documentation was not provided
• Tasks were not addressed effectively or clearly and did not answer the requirements
adequately
• Adequate but basic
• The assessment addressed and answered all required tasks, however the response
was weak
• The story is well-told
• Competent
• The assessment addressed and answered all required tasks
• The story told was unique and surprising
• The variety and types of content showed an insightful interpretation of storytelling in
different formats
• The channels recommended demonstrated a competent understanding
• Comprehensive and detailed…
• The story told was unique and surprising and showed an insightful interpretation of
storytelling in different formats
• The variety and types of content and channels recommended demonstrated a unique
and surprising interpretation of storytelling and insightful understanding of strategy
ASSESSMENT BRIEF I CONTENT WRITING
File: 214_ContentWriting_Assessment2
Author: Khodr
Date: 21/05/2020
ON
Status: DRAFT
1
Assessment Brief
High
Distinction
•
•
•
Criterion 4:
Fail:
Pass:
Credit:
Distinction:
High
Distinction
Outstanding
The story told was unique and surprising and showed an insightful interpretation of
storytelling in different formats
The variety and types of content and channels recommended demonstrated a unique
and surprising interpretation of storytelling and insightful understanding of strategy
Multi-channel distribution strategy – 25 %
• Incomplete
• The assessment did not meet the minimum requirements of the task
• The submission did not answer all required tasks
• Essential information or support documentation was not provided
• Tasks were not addressed effectively or clearly and did not answer the requirements
adequately
• Adequate but basic
• The assessment addressed and answered all required tasks, however the response
was weak
• Content and channel recommendations would have benefitted from a more thoughtful
understanding of the audience and/or organisation
• The objectives and outcomes of the channel and content recommendations were
unclear, or not considered
• Competent
• The assessment addressed and answered all required tasks, however the response
was weak
• Content and channel recommendations demonstrated a thoughtful understanding of
the audience and/or organisation
• The objectives and outcomes of the channel and content recommendations well
considered and clearly described
• Comprehensive and detailed
• Content and channel recommendations considered the different strengths and roles of
each type, and a strong understanding of the audience and/or organisation
•
The objectives and outcomes of the channel and content recommendations
demonstrated a strong fit for purpose
• Outstanding
• Content and channel recommendations demonstrated a cleverly considered approach
to reach and connect audiences with the organisation
• The objectives and outcomes of the channel and content recommendations
demonstrated a strong fit for purpose, and understanding of measurement
ASSESSMENT BRIEF I CONTENT WRITING
File: 214_ContentWriting_Assessment2
Author: Khodr
Date: 21/05/2020
ON
Status: DRAFT
1

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