COM3708
PORTFOLIO: SEMESTER 1 2022
TERMS OF USE:
By making use of this document, you agree to:
• Use this resource for research, learning, and comparison purposes only.
• Not misread, replicate, or reproduce the contents of this paper as being
your own.
• Accept fully the repercussions if this document is misused or plagiarised.
,TABLE OF CONTENTS PAGES
INTRODUCTION 1
1. PHASE 1: ASSESS 1
1.1 Identify the communicator 1
1.1.1 Identify the organisation 1
1.1.2 Letter to the organisation 1
1.1.3 Experience 1
1.1.4 Response from the organisation
1.1.5 The working relationship arrangements 1
1.1.6 Communicator for the campaign identified 2
1.2 Identify the audience 2
1.2.1 Problem statement 2
1.2.2 Three sub-problems 2
1.2.3 Research questions 2
1.2.4 Unit of analysis 2
1.2.5 Population(s) for the study 2
1.2.6 Sampling procedures 3
1.2.7 Research methodology 3
1.2.8 Research results 3–4
1.2.9 Audience segmentation 4
1.2.10 Self-reflection 4
1.3 Analyse the situation and identify campaign aims 4
1.3.1 Historical review and forecast 5
, 1.3.2 Social, political and economic environment 5
1.3.3 Competitors 6
1.3.4 The organisation and its culture 6
1.3.5 Three communication issues 6
1.3.6 Aims for the campaign 6
2. PHASE 2: CREATE 7
2.1 Stipulate the communication problem or opportunity 7
2.1.1 Main communication problem 7
2.1.2 Reasons for conducting campaign 7
2.1.3 What the campaign aims to achieve 7
2.2 SWOT Analysis 7
2.2.1 Audience characteristics 7
2.2.2 The needs of the audience 7
2.2.3 SWOT analysis and summary 8
2.3 Campaign topic 8
2.4 Strategic communication objectives 8
2.5 Create the communication message 8
2.5.1 The “big idea” 8
2.5.2 Formulation of the message approach 8–9
2.5.3 Message approach 9
2.5.4 Communication mix 9
2.6 Select the media 9 – 10
PORTFOLIO: SEMESTER 1 2022
TERMS OF USE:
By making use of this document, you agree to:
• Use this resource for research, learning, and comparison purposes only.
• Not misread, replicate, or reproduce the contents of this paper as being
your own.
• Accept fully the repercussions if this document is misused or plagiarised.
,TABLE OF CONTENTS PAGES
INTRODUCTION 1
1. PHASE 1: ASSESS 1
1.1 Identify the communicator 1
1.1.1 Identify the organisation 1
1.1.2 Letter to the organisation 1
1.1.3 Experience 1
1.1.4 Response from the organisation
1.1.5 The working relationship arrangements 1
1.1.6 Communicator for the campaign identified 2
1.2 Identify the audience 2
1.2.1 Problem statement 2
1.2.2 Three sub-problems 2
1.2.3 Research questions 2
1.2.4 Unit of analysis 2
1.2.5 Population(s) for the study 2
1.2.6 Sampling procedures 3
1.2.7 Research methodology 3
1.2.8 Research results 3–4
1.2.9 Audience segmentation 4
1.2.10 Self-reflection 4
1.3 Analyse the situation and identify campaign aims 4
1.3.1 Historical review and forecast 5
, 1.3.2 Social, political and economic environment 5
1.3.3 Competitors 6
1.3.4 The organisation and its culture 6
1.3.5 Three communication issues 6
1.3.6 Aims for the campaign 6
2. PHASE 2: CREATE 7
2.1 Stipulate the communication problem or opportunity 7
2.1.1 Main communication problem 7
2.1.2 Reasons for conducting campaign 7
2.1.3 What the campaign aims to achieve 7
2.2 SWOT Analysis 7
2.2.1 Audience characteristics 7
2.2.2 The needs of the audience 7
2.2.3 SWOT analysis and summary 8
2.3 Campaign topic 8
2.4 Strategic communication objectives 8
2.5 Create the communication message 8
2.5.1 The “big idea” 8
2.5.2 Formulation of the message approach 8–9
2.5.3 Message approach 9
2.5.4 Communication mix 9
2.6 Select the media 9 – 10
