BSBMKG555 Write persuasive copy

The questions and case study are just that. Nothing more and all correct with no missing information. please read thoroughly.

The questions and case study are just that. Nothing more and all correct with no missing information. please read thoroughly.

The questions and case study are just that. Nothing more and all correct with no missing information. please read thoroughly.

The questions and case study are just that. Nothing more and all correct with no missing information. please read thoroughly.

Read appendix 1 & 2 then develop a content criteria and feedback form

Appendix 1 - Case study

'Meet my robot.'

When you were a kid, your parents always told you to study hard but also to be creative. As it got closer to leaving school and contemplating taking up further studies - you weren't sure which way to go as artificial intelligence seemed to be on everyone's lips about how the world of work in the future would be affected.

Robots taking everyone's jobs! That was making some sectors of society uneasy.

You weren't very scientific, and engineering baffled you, but you enrolled in a communications degree as you believed that communications and creativity were linked in the digital world. But the future fascinated you.

At Uni, you made friends with a group of people who were quite diverse in regard to personalities, lifestyles and study choices. Two of them: Sara and Bruno were studying robotics. One evening at a party, they introduced you to a young guy named Karl. Karl was quite odd but very bright. While most of the other people were having fun doing the usual things people do-at parties, Karl was holding court talking to an obviously enthralled audience of people. He was talking about his work in AI and how he'd begun designing and building a robot.

Meeting Clari for the first time

The next day, Sara and Bruno took you over to Karl's studio (a garage at his parent's house), where you first met his robot Clari. Clari was a protype back then with some functions and movements but not at all sophisticated in the design sense. In fact, Clari was a bit of a junk heap. Even then though, you had a distinct feeling that Karl and Clari were destined for bigger things.

Fast forward

You completed your degree a few years back and had kind of drifted into marketing communications first working on social media programs for some multi nationals interspersed with corporate communications. That's where you got your feel for public relations (PR). Not long after that, you were headhunted to join a 3600 digital agency called BOO Creative. It was a hot shop were ideas came thick and fast.

Brave new world

Your boss Jerry called you and the team in to a meeting one morning and he seemed very excited. "listen up guys ... we've got a brief to work on and it's the brave new world. How would you like to sell robots!" Now Jerry was the excitable type which was good for the agency but brave new world? You had to hear all about this. "A consortium of leading-edge tech companies has invested in an admin bot."

"What's an admin bot?" You asked Jerry. "It's a robot that takes care of a lot of routine admin work in offices. It's really quite amazing. It creates and develops forms and documents. It stores and names files and works seamlessly with CRM's and cloud technology. It emails and sorts and copies and distributes. It can develop a lot of everyday admin tasks and it cleans the office too! It's called Clari which its' inventor says is short for Clarification. Amazing technology." What's the name of the inventor?" You ask.

"Karl Young. Why do you know him?"

"A while back." You say. "I met Clari in a garage."

Clari makes an entrance

The following week Karl brings Clari in to meet the team. Karl recognises you immediately which impresses Jerry no end. Karl has also brought in a couple of the investors who seem very young but quite serious and business like and Clari was transformed from a piece of cobbled together space junk to a super cool droid with a humanoid look and a clear screen and various sensers and terminals. When Clari said "Good morning" to everyone there was amazement all around. How could this multi-functional admin super trooper be a threat to anyone.

Marketing Clari

The initial meeting with Karl and his investors went well with a lot of awe and excitement in the room and the project was clear. It was to market Clari and other admin bots to the world of business. "We have a big challenge here and that is to redefine robot technology in the workplace as people friendly

technology and not as a threat to other jobs and workers." Jerry explained to the group. "It's a creative challenge for our team to sell Clari into the business world."

Developing the brief

A creative brief was developed by the creative planner at the agency Don Nguyen, which included the budget, the target audience, the media split (in this case online supported by some outdoor advertising and PR).

The brief was really about WHAT, WHY and WHO with some information regarding branding and executional guidelines. In other words, how to create the concept and then execute it.

The price was an important factor as Clari's sold for around $90,000.00 - a lot more than a popular off-road vehicle. But there were advantages too. Clari would save money in the long term and it would also free others to work on more important things in large and medium sized businesses.

The challenge was introducing Clari to the business world as a friend not a threat.

Appendix 2 - Creative brief

CLIENT

Clarification Tech

PRODUCT

Clari the Admin Bot

MEDIA Outdoor + Online + PR

PRODUCTION/MEDIA BUDGET SPLIT

Media: $K500

WHAT ARE WE ADVERTISING?

To launch Clari the admin bot into the business world.

WHY ARE WE ADVERTISING?

To get people to view Clari as helpful technology and to consider finding out more by taking first a virtual tour of Clari technology.

To get business to consider spending on innovative new technology

WHO ARE WE ADVERTISING TO?

Primary Audience: Demographically most likely be business owners that are forward thinking in a variety of industries including service industries.

The companies would need to have earnings in excess of $M2.5 per annum and have at least 50 + employees.

Secondary Audience: Small to medium business owners who may considering investing in a Clari for a number of reasons including 'the tourist' aspect which means showing off Clari to customers. They may also purchase a Clari to streamline business processes. This kind of business would have earnings in excess of $K500 P.A. They would also be classified as early adopters of technology and frequent users of the internet of me and advanced tech applications. This would be a giant step for them, but they would also feel like 'they were part of the techno future.

PROPOSITION

Clari ... from science fiction to science function!

HOW DO WE SUPPORT THIS?

Clari is both functional and user friendly:

Multi-functional applications built in

Well-designed future forward

Connects to cloud technology

Links to CRM applications

Over 1000 document templates built in

5-year warranty + engineering and tech support

Help desk features

DESIRED BRAND IMAGE

The execution needs to be reflective of the absolute in new technology.

Space age but people friendly. Dynamic and exciting design.

EXECUTIONAL GUIDELINES

Clari is the future in business administration and as such the execution must clearly demonstrate the design, styling and key functions.

Include the demonstration options: how, where and when.

At this launch stage - the price is not key.

Criteria

Criteria details

1. Objectives

What are you trying to achieve?

2. Customer demographics

Who is your target market?

3. Current trends

What are some of the current trends you should consider? This could be in relation to marketing channels, the product and the target market.

4. Identified marketing channels

What are the marketing channels that you will develop content for?

5. Key marketing messages

What does your content need to communicate?

6. Budget and timelines

Activity	Budget	Time

7. Style and formatting guidelines

Include here the tone, and other important branding considerations.

8. What are the legal and ethical considerations?

9. Who is required to approve the content?

Feedback form

Content description:

Developer name:

Reviewers:

Date:

Criteria

Criteria details

Strengths

Improvements required

1. Objectives

What are you trying to achieve?

2. Customer demographics

Who is your target market?

3. Current trends

What are some of the current trends you should consider? This could be in relation to marketing channels, the product and the target market.

4. Identified marketing channels

What are the marketing channels that you will develop content for?

5. Key marketing messages

What does your content need to communicate?

6. Budget and timelines

Activity	Budget	Time

7. Style and formatting guidelines

Include here the tone, and other important branding considerations.

8. What are the legal and ethical considerations?

9. Who is required to approve the content?