COM3708 Assignment 1 2025 Semester 2 (258697) Due 8 September 2025

COM3708
Assignment 1
Semester 2 2025
Unique No: 258697
Due 8 September 2025

,COM3708 Assignment 1 Semester 2 2025 Due 8 September 2025 - 258697


Table of 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 .................................................. 6

1.1.4 Organisation’s Response to the Request ........................................................ 6

1.1.5 Establishing a Working Relationship ............................................................... 7

1.1.6 Identify the Communicator for the Campaign .................................................. 7

1.2 Identify the Target Audience .................................................................................. 8

1.2.2 Sub-Problems ................................................................................................. 8

1.2.3 Research Questions ........................................................................................ 8

1.2.4 Unit of Analysis ............................................................................................... 9

1.2.5 Study Population ............................................................................................. 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 Lessons Learned from the Research .......................................................... 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