Global Activity Campaign Assignment Essay: Strategic Pitch for Youth Engagement in Japan and Canada

Individual Task Output:

Briefing paper/Pitch of idea (65% of Mark)

The Activity Campaign

The Company whose activity you have chosen has branches throughout the world. They are interested in offering their activity to other schools across the globe. As a pilot venture, they want to try two more countries. You have been tasked with writing a briefing paper/pitch of no more than 2000 words on how you visualise the planning of the marketing campaign to promote this activity in a country other than your own.

Guidelines

This individual assessment is worth 65% of the grade for this module. In week 3 you submitted a formative (not graded) assessment based on 3 powerpoint slides on the issues in creating a global integrated marketing campaign. In week 5 you submitted Assessment 1, the poster, and the commentary. From these two assessments you should be aware of the purpose and requirements of marketing communications and the marketing mix when launching a new product.

The focus of the task for Assessment 2 is to further apply the theory to practice and to show how you would extend the activity on a global scale by piloting it first in two countries. It is important you indicate within your answer your awareness of the marketing mix and the target audience and how these impact the role and practice of a Marketer.

In preparing your briefing paper/pitch you would need to consider the following:

• The target audience – what do young people in this age group like?
• Where/how is best to market the activity – what are the cultural, ethical, language issues to be aware of?
• Anything else that is critical to know about the two countries’ location you have chosen?
• Advantages of trying these two countries as a pilot.
• What marketing insights/theories apply to these countries when marketing an activity for this target audience?
• Ensure the images on the poster (Assessment 1) are acceptable or can be adapted to localise the activity. If needed, explain why they need to be modified.
• Create an imaginary budget for the two countries’ marketing campaign and state what your (approximate) spending allocation would be and how you would evaluate the campaign. Remember the activity is free for the young people, but the Company would need to allocate money from its marketing budget.

Taking the above into account write a 2000 word (limit) for the Company to state why you have chosen these two countries to promote the activity from your poster and local campaign. The writing style is formal and professional (3rd person). Observe the tone of the writing of academic textbooks/journals and ensure all your statements and claims are source reference to the Harvard style. (See ‘Cite Them Right’ in the library resources if you are unsure how to apply the Harvard referencing style)

The structure of the briefing paper/pitch of no more than 2000 words should be:

1. Introduction (where you briefly state the purpose of the activity) (500 +/- words)Explain the success of the activity in your hometown/city and state why your chosen two countries are the best for the pilot.
2. Campaign strategic plan (1000 +/- words)Present the marketing plan for the campaign and support your points with reference to marketing theorists and evidence from contemporary marketing literature/real campaigns for similar activities/sports. Ensure you show awareness of cultural diversity/ethics/language and explain any adjustments/localisation required.
3. Conclusion (500 +/- words)Mention how the success of the activity could lead to other relevant promotions for young people to continue the activity/sport.
4. References (not included in the word count)
5. Appendices – not required, but if you choose to add one, try to restrict to one or two, they are not included in the word count.

The 2000-word (limit – if needed, you can have a shorter/longer introduction and conclusion to allow for the campaign strategy. You will need to work on a few drafts to decide what is best for you).

The strategic plan of the campaign should be realistic and draw from academic literature (theory) and professional practice material (e.g., from Marketing campaigns, professional marketing organisations/journals). Think of what you would recommend in a sentence with a short explanation and support with theorists, you do not have room to write in too much detail.

The 2000-word limit is to ensure you are precise in your use of language and do not get drawn into the complexities of marketing too much – remember it is a ‘briefing paper’ as the full development of a real marketing plan would be a very big document of many, many pages, diagrams, and financial cost breakdowns!

It is expected you cite your academic and professional sources correctly using the Harvard method.

This assignment should be submitted by Monday date of next week. Your briefing paper/pitch should be submitted in one word document of a 2000-word limit (excluding references and appendices).