St
udentNumber
:47391529
Subj
ectc
ode:COM3708
As
signmentUni
queNumber
:790435
As
signmentTopi
c:Communi
cat
ionCampai
gnon"
Weneedt
ost
opt
heus
eof
dr
ugbef
ori
tst
opsourc
hil
dren"
Dat
e:09Apr
il2019
,1.Dec
lar
ati
on
I
,theunder
signed,her
ebydec
lar
ethatt
hisi
smyownandper
sonalwor
k,
exc
eptwher
ethewor
k(s
)orpubl
ic
ati
onsofot
her
shavebeenac
knowl
edgedby
meansofr
efer
enc
etec
hni
ques
.Ihaver
eadandunder
stoodTut
ori
alLet
ter
CMNALLE/
301r
egar
dingt
echni
calandpr
esent
ati
onr
equi
rement
s,r
efer
enc
ing
t
echni
quesandpl
agi
ari
sm.
Name:NeoShai
St
udentnumber
:47391529
Dat
e:09Apr
il2019
Wi
tnes
s:El
is
aShai
,TABLEOFCONTENTS PAGE
1.I
NTRODUCTI
ON 1
2.PHASE1:ASSESS 2
2.
1 I
dent
if
ythec
ommuni
cat
or 2
2.
1.1I
dent
if
iedor
gani
sat
ion 2
2.
1.2 Let
tert
otheor
gani
sat
ion 3
2.
1.3 Repor
t 5
2.
2 I
dent
if
ythet
argetaudi
enc
e 7
2.
2.1 Pr
obl
em s
tat
ementf
ort
her
esear
ch 7
2.
2.2 Sub-
probl
ems 8
2.
2.3 Res
ear
chques
tions 9
2.
2.4 Uni
tofanal
ysi
s 9
2.
2.5 Popul
ati
on(
s) 10
2.
2.6 Sampl
ingpr
ocedur
es 10
2.
2.7 Met
hodol
ogyandmeas
uri
ngi
nst
rument 10
2.
2.8 Res
ult
s 11
2.
2.9 Audi
enc
esegment
ati
on 12
2.
2.10Sel
f-
ref
lec
tion 12
2.
3 Anal
yset
hes
ituat
ionandi
dent
if
ythec
ampai
gnai
ms 13
2.
3.1 Hi
stor
icalr
evi
ewandf
orec
ast 13
2.
3.2 Soc
ial
,pol
it
icalandec
onomi
cenvi
ronment 14
2.
3.3 Compet
it
ors 15
2.
3.4 Des
cri
pti
onofor
gani
sat
ionandi
tsc
ult
ure 15
2.
3.5 Thr
eei
ssuesbas
edonr
esear
chr
esul
ts 16
2.
3.6 Thr
eebr
oadgener
alai
msf
ort
hec
ampai
g 16
, 3.PHASE2:CREATE 17
3.
1 Communi
cat
ionpr
obl
em oroppor
tuni
ty 17
3.
1.1 c
ommuni
cat
ionpr
obl
ems 17
3.
1.2 Reas
ont
oconduc
tthec
ampai
gn 17
3.
1.3 Ai
m oft
hec
ampai
gn 17
3.
1.4 Thr
eeaudi
enc
echar
act
eri
sti
csr
elevantt
othec
ampai
gn 17
3.
1.5 Def
ini
ti
onoft
heneedsoft
heaudi
enc
e 18
3.
1.6 Swotanal
ysi
s 18
3.
2 Des
cri
pti
onoft
hec
ampai
gn 19
3.
3 St
rat
egi
ccommuni
cat
ionobj
ect
ives 19
3.
4 Thec
ommuni
cat
ionmes
sage 19
3.
4.1 The“
bigi
dea” 19
3.
4.2 Mes
sageappr
oac
h 19
3.
4.3 Di
ff
erentwaysofpr
esent
ati
ont
hemes
sage 20
3.
4.4 Communi
cat
ionmi
x 21
3.
5Sel
ectt
hemedi
a 23
3.
5.1 Medi
aone 23
3.
5.2 Medi
atwo 23
3.
5.3 Medi
athr
ee 24
3.
5.4 Medi
afour 24
3.
6 Communi
cat
ionmat
eri
al 26
3.
6.1 Des
ignt
hef
ourac
tivi
ti
es 26
3.
6.2 Howdoeseac
hac
tivi
tyc
ont
ribut
ingt
othe“
bigi
dea” 26
Sel
f-
ref
lec
tionandSel
f-
eval
uat
ion
Sour
ceCons
ult
ed
Addendums
udentNumber
:47391529
Subj
ectc
ode:COM3708
As
signmentUni
queNumber
:790435
As
signmentTopi
c:Communi
cat
ionCampai
gnon"
Weneedt
ost
opt
heus
eof
dr
ugbef
ori
tst
opsourc
hil
dren"
Dat
e:09Apr
il2019
,1.Dec
lar
ati
on
I
,theunder
signed,her
ebydec
lar
ethatt
hisi
smyownandper
sonalwor
k,
exc
eptwher
ethewor
k(s
)orpubl
ic
ati
onsofot
her
shavebeenac
knowl
edgedby
meansofr
efer
enc
etec
hni
ques
.Ihaver
eadandunder
stoodTut
ori
alLet
ter
CMNALLE/
301r
egar
dingt
echni
calandpr
esent
ati
onr
equi
rement
s,r
efer
enc
ing
t
echni
quesandpl
agi
ari
sm.
Name:NeoShai
St
udentnumber
:47391529
Dat
e:09Apr
il2019
Wi
tnes
s:El
is
aShai
,TABLEOFCONTENTS PAGE
1.I
NTRODUCTI
ON 1
2.PHASE1:ASSESS 2
2.
1 I
dent
if
ythec
ommuni
cat
or 2
2.
1.1I
dent
if
iedor
gani
sat
ion 2
2.
1.2 Let
tert
otheor
gani
sat
ion 3
2.
1.3 Repor
t 5
2.
2 I
dent
if
ythet
argetaudi
enc
e 7
2.
2.1 Pr
obl
em s
tat
ementf
ort
her
esear
ch 7
2.
2.2 Sub-
probl
ems 8
2.
2.3 Res
ear
chques
tions 9
2.
2.4 Uni
tofanal
ysi
s 9
2.
2.5 Popul
ati
on(
s) 10
2.
2.6 Sampl
ingpr
ocedur
es 10
2.
2.7 Met
hodol
ogyandmeas
uri
ngi
nst
rument 10
2.
2.8 Res
ult
s 11
2.
2.9 Audi
enc
esegment
ati
on 12
2.
2.10Sel
f-
ref
lec
tion 12
2.
3 Anal
yset
hes
ituat
ionandi
dent
if
ythec
ampai
gnai
ms 13
2.
3.1 Hi
stor
icalr
evi
ewandf
orec
ast 13
2.
3.2 Soc
ial
,pol
it
icalandec
onomi
cenvi
ronment 14
2.
3.3 Compet
it
ors 15
2.
3.4 Des
cri
pti
onofor
gani
sat
ionandi
tsc
ult
ure 15
2.
3.5 Thr
eei
ssuesbas
edonr
esear
chr
esul
ts 16
2.
3.6 Thr
eebr
oadgener
alai
msf
ort
hec
ampai
g 16
, 3.PHASE2:CREATE 17
3.
1 Communi
cat
ionpr
obl
em oroppor
tuni
ty 17
3.
1.1 c
ommuni
cat
ionpr
obl
ems 17
3.
1.2 Reas
ont
oconduc
tthec
ampai
gn 17
3.
1.3 Ai
m oft
hec
ampai
gn 17
3.
1.4 Thr
eeaudi
enc
echar
act
eri
sti
csr
elevantt
othec
ampai
gn 17
3.
1.5 Def
ini
ti
onoft
heneedsoft
heaudi
enc
e 18
3.
1.6 Swotanal
ysi
s 18
3.
2 Des
cri
pti
onoft
hec
ampai
gn 19
3.
3 St
rat
egi
ccommuni
cat
ionobj
ect
ives 19
3.
4 Thec
ommuni
cat
ionmes
sage 19
3.
4.1 The“
bigi
dea” 19
3.
4.2 Mes
sageappr
oac
h 19
3.
4.3 Di
ff
erentwaysofpr
esent
ati
ont
hemes
sage 20
3.
4.4 Communi
cat
ionmi
x 21
3.
5Sel
ectt
hemedi
a 23
3.
5.1 Medi
aone 23
3.
5.2 Medi
atwo 23
3.
5.3 Medi
athr
ee 24
3.
5.4 Medi
afour 24
3.
6 Communi
cat
ionmat
eri
al 26
3.
6.1 Des
ignt
hef
ourac
tivi
ti
es 26
3.
6.2 Howdoeseac
hac
tivi
tyc
ont
ribut
ingt
othe“
bigi
dea” 26
Sel
f-
ref
lec
tionandSel
f-
eval
uat
ion
Sour
ceCons
ult
ed
Addendums
