COM3708
Assignment 1
Semester 2 2025
Unique No: 258697
Due 8 September 2025
, Contents
Phase 1: Assess ............................................................................................................. 4
1.1 Identify the Communicator ..................................................................................... 4
1.1.1 Identify the Organisation ................................................................................. 4
1.1.2 Letter to the Owner/Manager/Organiser .......................................................... 5
1.1.3 Experience in Approaching the Organisation .................................................. 5
1.1.4 Organisational Response ................................................................................ 6
1.1.5 Establishing a Working Relationship ............................................................... 7
1.1.6 Identification of the Campaign Communicator ................................................. 7
1.2 Identify the Target Audience .................................................................................. 8
1.2.1 Research Problem Statement ......................................................................... 8
1.2.2 Sub-Problems ................................................................................................. 8
1.2.4 Unit of Analysis ............................................................................................... 9
1.2.5 Populations ..................................................................................................... 9
1.2.6 Sampling Procedures ...................................................................................... 9
1.2.7 Methodology .................................................................................................. 10
1.2.8 Results .......................................................................................................... 10
1.2.9 Audience Segmentation ................................................................................ 11
1.2.10 Key Learnings from the Research Exercise ................................................ 11
1.3 Analyse the Situation and Identify Campaign Aims ............................................. 12
1.3.1 Historical Review and Forecast ..................................................................... 12
1.3.2 Social, Political, and Economic Environment and Impact .............................. 13
1.3.3 Competitors ................................................................................................... 14
, 1.3.4 Organisation and Culture .............................................................................. 14
1.3.5 Identify Three Communication Issues Relevant to the Campaign ................. 15
1.3.6 Three Broad General Aims for the Campaign ............................................... 16
PHASE 2: CREATE....................................................................................................... 17
2.1 Stipulate the Communication Problem or Opportunity ......................................... 17
2.1.1 Main Communication Problem or Opportunity ............................................... 17
2.1.3 Campaign Aims ............................................................................................. 17
2.2 SWOT Analysis .................................................................................................... 18
2.2.1 Audience Insights .......................................................................................... 18
2.2.3 SWOT Summary ........................................................................................... 18
2.2 Decide on Campaign Topic ................................................................................. 18
2.3 Strategic Communication Objectives ................................................................... 19
2.5 Create the Communication Message ................................................................... 19
2.5.1 Big Idea ......................................................................................................... 19
2.5.2 Message Approach ....................................................................................... 19
2.5.3 Presentation .................................................................................................. 19
2.5.4 Communication Mix ....................................................................................... 19
2.6 Select the Media .................................................................................................. 20
2.7 Produce the Communication Material .................................................................. 20
2.7.1 Materials........................................................................................................ 20
2.7.2 Contribution to Big Idea ................................................................................. 20
2.8 Proof of Authenticity ............................................................................................. 21
Sources Consulted ........................................................................................................ 22
Addendum A: Transcript ................................................................................................ 23
, Appendix 1: Letter ......................................................................................................... 24
Appendix 2: Questionnaire ............................................................................................ 26
Assignment 1
Semester 2 2025
Unique No: 258697
Due 8 September 2025
, Contents
Phase 1: Assess ............................................................................................................. 4
1.1 Identify the Communicator ..................................................................................... 4
1.1.1 Identify the Organisation ................................................................................. 4
1.1.2 Letter to the Owner/Manager/Organiser .......................................................... 5
1.1.3 Experience in Approaching the Organisation .................................................. 5
1.1.4 Organisational Response ................................................................................ 6
1.1.5 Establishing a Working Relationship ............................................................... 7
1.1.6 Identification of the Campaign Communicator ................................................. 7
1.2 Identify the Target Audience .................................................................................. 8
1.2.1 Research Problem Statement ......................................................................... 8
1.2.2 Sub-Problems ................................................................................................. 8
1.2.4 Unit of Analysis ............................................................................................... 9
1.2.5 Populations ..................................................................................................... 9
1.2.6 Sampling Procedures ...................................................................................... 9
1.2.7 Methodology .................................................................................................. 10
1.2.8 Results .......................................................................................................... 10
1.2.9 Audience Segmentation ................................................................................ 11
1.2.10 Key Learnings from the Research Exercise ................................................ 11
1.3 Analyse the Situation and Identify Campaign Aims ............................................. 12
1.3.1 Historical Review and Forecast ..................................................................... 12
1.3.2 Social, Political, and Economic Environment and Impact .............................. 13
1.3.3 Competitors ................................................................................................... 14
, 1.3.4 Organisation and Culture .............................................................................. 14
1.3.5 Identify Three Communication Issues Relevant to the Campaign ................. 15
1.3.6 Three Broad General Aims for the Campaign ............................................... 16
PHASE 2: CREATE....................................................................................................... 17
2.1 Stipulate the Communication Problem or Opportunity ......................................... 17
2.1.1 Main Communication Problem or Opportunity ............................................... 17
2.1.3 Campaign Aims ............................................................................................. 17
2.2 SWOT Analysis .................................................................................................... 18
2.2.1 Audience Insights .......................................................................................... 18
2.2.3 SWOT Summary ........................................................................................... 18
2.2 Decide on Campaign Topic ................................................................................. 18
2.3 Strategic Communication Objectives ................................................................... 19
2.5 Create the Communication Message ................................................................... 19
2.5.1 Big Idea ......................................................................................................... 19
2.5.2 Message Approach ....................................................................................... 19
2.5.3 Presentation .................................................................................................. 19
2.5.4 Communication Mix ....................................................................................... 19
2.6 Select the Media .................................................................................................. 20
2.7 Produce the Communication Material .................................................................. 20
2.7.1 Materials........................................................................................................ 20
2.7.2 Contribution to Big Idea ................................................................................. 20
2.8 Proof of Authenticity ............................................................................................. 21
Sources Consulted ........................................................................................................ 22
Addendum A: Transcript ................................................................................................ 23
, Appendix 1: Letter ......................................................................................................... 24
Appendix 2: Questionnaire ............................................................................................ 26
