BBI001155_BSBMK555_Assessment2

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Diploma In Marketing and Communication BSBMKG555-Write persuasive copy Term 1 / 2022 Assessment 2 Piyaphon Wisutthichon Student ID: BBI001155 BSBPMGXXX Assessement Guidelines V1 Page 1 of 27

Assessment Task 2 -Project Project This assessment task requires you to interpret a creative brief and evaluate a range of innovative options to write persuasive copy. This includes: ● Reviewing the creative brief and understanding the client’s requirements ● Creating a website ad copy that: ○ Aligns with the task requirements stipulated in the creative brief. ○ Complies with the organisation’s copywriting policy and procedures. ○ Complies with the ethical and legislative requirements. To do so, the student will be required to complete the following activities: ● Activity 1: Establish the content purpose ● Activity 2: Prepare persuasive content according to the creative brief ● Activity 3: Finalise persuasive content and seek approval BSBFIN501 Unit Requirements V1 Page 2 of 27 27

Case study Introduction Creative Digitex is a marketing company specialising in marketing, branding, interactive solutions, and visual communication across various platforms. Its staff oversees marketing projects from conception to completion, from ideation to digital strategy through UX, website design, and development. The organisation further writes persuasive content in the following forms based on the creative brief provided.  Digital o Magazine articles o Website advertisements o Blogs o Videos o E-books o Brochures  Audio The organisation have existing policies and procedures relating to copyright that each content designer, content writer or copywriter must comply with. Policies and procedures relating to copyright Overview Copyright refers to the owner’s exclusive rights to publish, copy, adapt, broadcast, and perform content found in literary, dramatic, musical, and creative works, as well as computer software, sound recordings, films, and broadcasts. According to the Copyright Act, the owner is usually the author or creator of the copyrighted material, although it can also be another person or legal body. The organisation’s policy on Intellectual Property addresses copyright ownership issues. There are some exceptions to the prohibition on using another’s copyright. The owner may permit or licence another to exercise the copyright, or the law may allow some copyright exercise, either for BSBFIN501 Unit Requirements V1 Page 3 of 27 27

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free or in exchange for equitable payment to the copyright owner. This article aims to provide broad guidelines on the types of copying that can be done legally within the company. Policy The organisation must comply with the terms of the Copyright Act 1968 and any relevant copyright agreement(s) currently in effect when copying copyright material. Legislative Requirements The Copyright Act of 1968 governs the organisation’s activities. Infringement of Copyright It is explicitly banned to use organisation equipment, facilities, and/or premises for a purpose that infringes on copyright. Under the Copyright Act, everyone who commits such an infringement is personally accountable. The organisation may also be found liable. Use of Copyright without Infringement Voluntary Licence The copyright owner may freely or under licence authorise another to use one or more of the exclusive rights. These licences should be strictly followed; for example, a computing software licence may be limited to a specific site, person, machine, or purpose. For copywriters:  When writing web ad copy, keep in mind any legal or ethical limits.  Be aware of legislation and legislative instruments that are relevant to the copywriting process, both directly and indirectly;  Before beginning the design process, write down these limitations, including their most important stipulations.  Demonstrate strong corporate citizenship throughout the copywriting process’ lifespan. Ethical considerations Ethical Requirements Explanation Advocacy Only objective and neutral information should be included in the copy. Decent content The content is designed to sell a skincare product that people are more likely to use. BSBFIN501 Unit Requirements V1 Page 4 of 27 27

Subliminal promotion There should be no hidden signals in the copy that cause people to consume things irrationally. Appropriate language Insulting and abusive language that makes people feel resentful or embarrassed should not be used in the copy. Honesty When describing the benefits, the copy should be accurate and truthful. Legislative requirements Legislations/standards Key provisions - Age discrimination act 2004 - Disability discrimination Act 1992 - Racial discrimination act 1975 - Sex discrimination act 1984 - Australian Human Rights Commission Act 1986 Age, disability, race, colour, nation, descent, ethnic origin, immigration status, religion, beliefs, cultural background, gender, sexual orientation, intersex status, marital or relationship status should not be included in a content writer’s copy. Copyright Act 1988 Text, artistic work, databases, journals, music, computer programs, media broadcasts, and other types of creative works may be referred to as assets in a copy. Broadcasting Services Act 1992 The following are some of the key objectives of this Act:  Protecting children from improper online content;  Broadcasting content that is detrimental to children through any media channel. Organisational policies and procedures and style guide Organisational policies and procedures and style guide The organisation requires that complex documents are presented in a clear, concise, and consistent manner. When preparing any complex document, you must follow the guidelines in this style guide for shortened forms, capitals, hyphens, punctuation, en rules, bullets, quotations, and italics. These guidelines apply whether your target audience is internal or external and whether your output is hard- copy or electronic. BSBFIN501 Unit Requirements V1 Page 5 of 27 27

Document purpose Before starting to write, it is useful to ask yourself: ● To whom am I writing? ● How much information do they need to know? ● What information must be conveyed? ● What medium will best meet the needs of the audience? Using plain English Techniques that will help you to communicate in plain English include: ● Writing in short sentences with no more than two printed lines ● Arranging your documents so that the most important information comes first, followed by the details ● Always thinking about your readers and tailoring your writing to their needs rather than your own ● Using short, familiar words where they match your meaning, rather than adorning text with long words to sound impressive ● Utilising the same language as you would in a personal letter ● Paying equal attention to design and layout as well as language ● Writing in the active voice entails putting the agent of the action before the action (for example, ‘we do it,’ rather than ‘it is done by us’). ● Utilising a large number of first and second-person pronouns (I, we, you), particularly in letters or reports ● Avoiding the use of unnecessary capital letters ● Avoiding archaic words such as ‘heretofore,’ ‘herein,’ and ‘aforementioned.’ Avoid jargon Jargon is a technical or specialist language unique to a profession or group that is understood by those on the inside but is often incomprehensible or meaningless to outsiders. It can take many forms, such as acronyms like ‘RUN,’ ‘EFTSL,’ or ‘AB,’ unfamiliar phrases like ‘capacity building,’ or conventional words with special meanings like ‘accreditation.’ BSBFIN501 Unit Requirements V1 Page 6 of 27 27

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If you cannot avoid terms that are likely to be unfamiliar to your audience, clearly explain to them when they are first used or list them in a glossary for a report or add them to the Definitions Dictionary in the case of a policy or procedure. Use non-discriminatory (inclusive) language Individuals and groups can be discriminated against based on their gender, race or ethnic origin, physical or intellectual disability, sexual preference, or age. To avoid discriminatory expressions, rewriting or recasting a sentence may be a better solution than substituting words. Consider tables and charts Tables are used to display numerical data that would be difficult to comprehend if presented solely in words. Good images help to communicate your thoughts by adding immediacy, focusing attention, stimulating interest, and saving words. The use of graphics should aid the audience in comprehending your message. A chart usually has one of two functions: it provides a specific example of a general idea being explored in the text or summarises a body of information being discussed in the text. Graphics should never be an afterthought when it comes to writing; instead, plan ahead to utilise them properly. Make sure that your text and graphics go well together. It’s a waste of time to duplicate information in text, images, and tables. Tables and figures should be numbered and labelled, and they should be referred to by their numbers. Use the following convention to place a table title before the table and a figure title after the figure: ● Table 1: (bold text, before table) ● Figure 1: (bold text, after figure) To improve accessibility by the vision impaired, all graphics should be labelled with “alternative text.” For instructions on how to achieve this, see ‘Instructions for Writing a Policy.’ Spelling Policy and procedure documents are to be written in Australian English. The Macquarie Dictionary should be used to check the spelling. Common errors include using the letter ‘z’ instead of the letter ‘s’, for example, in an organisation and deleting the letter ‘u’ in words that end in ‘our’ such as neighbour and colour. Font Size 10 black Verdana font is required for policy and procedure documents. Size 8 black Verdana Templates will offer you the perfect size for headers and other elements. BSBFIN501 Unit Requirements V1 Page 7 of 27 27

Style guide Purpose of the style guides The purpose of the style guides is to help the employees to prepare the organisation’s documentation consistent with the corporate organisational style. The below-given style guides apply to the following documents: ● Company procedures ● Safety checklists ● Advertisement document Writing style The writing style should be concise, professional and visually appealing. Hyperlinks ● Use title hyperlink before inserting the hyperlink. ● The web hyperlinks should be accurate. ● Each hyperlink must initiate with http://…… Page margins: ● Left margin: 2.4 cm ● Right margin: 2.4 cm ● Header and footer: 1.25 cm Line spacing ● 1.15 Paragraph ● Include spacing after paragraph Layout: Bullets ● First level indent-left: 0.64 cm ● Second level indent-left: 1.91 cm ● Second level indent-left: 3.18 cm BSBFIN501 Unit Requirements V1 Page 8 of 27 27

● Spacing after: 8pt Style attributes Style Font Size Characteristics Bullet Verdana 10 Normal Numbering Verdana 10 Normal Header and Footer Verdana 7 Normal Table text Verdana 10 Normal Title Verdana 18 Bold, Uppercase Heading 1 Verdana 13 Bold, Italic Heading 2 Verdana 11 Bold, Italic Graphic, diagram and table captions Verdana 10 Underlined, Italic Borders: ● All table outlines should be black and bold. ● Inner border lines should be grey. New project Creative Digitex has received a new project to develop a website ad copy for Shoe Universe’s advertising marketing campaign. The purpose of producing a website ad copy that will help the organisation communicate its brand message effectively. The creative brief for the writing the persuasive copy is given below: Creative brief: Shoe Universe BSBFIN501 Unit Requirements V1 Page 9 of 27 27

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Brand statement ‘Shoe Universe’ is a lifestyle brand that sells shoes, eyewear, clothing and watches for both men and women. Campaign context and background Shoe Universe’ history is focused on developing comfortable and lightweight shoes. The organisation strives to evolve Shoe Universe renowned comfort by bringing the most advanced technologies available in footwear today. The organisation wants to launch an advertising marketing campaign. The advertising marketing campaign will attract customers by discussing the key characteristics of shoes, i.e., comfort and style. Target market Males and females between the age group 30-50 years prefer comfort and style. People wearing these shoes should need to feel natural, relaxed, authentic, with a young spirit and healthy. Advertising objective A new campaign to increase brand awareness and demand for Shoe Universe shoes. Customer message Shoes made for your comfort and lifestyle. Key customer benefits Provides comfort and style that touches the lives and imaginations. Benefit support  Shoe Universe strives to provide comfortable shoes that provide relaxation.  Soft-foam footbed with contoured arch to provide better grip and elegant designs.  Focus on environmental sustainability. Competitors Allencooper, Nike, Asics, Puma, Addidas and others. Advertising tone BSBFIN501 Unit Requirements V1 Page 10 of 27 27

Trustworthy, comfortable, durable, innovative, modern. Advertising medium Magazines advertisements and social network advertisements. Mandatory elements  Read product image  Attention drawing text or taglines  Values and benefits Budget and timelines Task: Copywriting process Hourly Rate: 50/hour Estimated Duration: One month Estimated cost: $1000 Your role and responsibilities You are working as a content writer in Creative Digitex. As part of your job role, you are required to interpret a creative brief and evaluate a range of innovative options to write persuasive copy. This includes:  Determine the creative brief’s objectives, timelines, and budget.  Evaluate and choose writing styles based on the creative brief  Assess design and copy possibilities in light of the creative brief  Choose one or more options for presenting required information and visuals within the constraints of time and price.  Create persuasive content in accordance with the creative brief.  Seek feedback from relevant stakeholders.  Evaluate feedback and create persuasive material towards the end  Before releasing persuasive content, get approval from relevant personnel. Task requirements In the simulated environment set by your training organisation, you will complete a set of activities to create a persuasive digital copy for the Creative brief considering the requirements given in the creative brief. BSBFIN501 Unit Requirements V1 Page 11 of 27 27

Task requirements include:  Reviewing the creative brief and understanding the client’s requirements  Creating a website ad copy that: o Aligns with the task requirements stipulated in the creative brief. o Complies with the organisation’s copywriting policy and procedures. o Complies with the ethical and legislative requirements. BSBFIN501 Unit Requirements V1 Page 12 of 27 27

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Project: This assessment task requires you to interpret a creative brief and evaluate a range of innovative options to write persuasive copy. This includes: ● Reviewing the creative brief and understanding the client’s requirements ● Creating a website ad copy that: ○ Aligns with the task requirements stipulated in the creative brief. ○ Complies with the organisation’s copywriting policy and procedures. ○ Complies with the ethical and legislative requirements. To do so, the student will be required to complete the following activities: ● Activity 1: Establish the content purpose ● Activity 2: Prepare persuasive content according to the creative brief ● Activity 3: Finalise persuasive content and seek approval Note:  The trainer/assessor will take on the role of Supervisor or assign a staff member in the role of Marketing Manager.  Each student will be assessed individually for all assessment activities. Roles and responsibilities: Supervisor: The Supervisor will:  Assist you in understanding the task requirements  Provide you information about job roles and responsibilities  Supervise you completing the assessment task and requirements Timeframe to complete the project: Two weeks (You have two weeks to complete the project): Changes to be made by the training organisation) Task requirements  You will be assessed on your technical knowledge and skills to complete this project. BSBFIN501 Unit Requirements V1 Page 13 of 27 27

 You will be assessed on working in a team environment and meeting your job role and responsibilities. You must follow the instructions provided by the trainer/assessor.  The task must be completed in the specified timeframe. Your trainer/assessor will supervise and observe you completing the above activities. BSBFIN501 Unit Requirements V1 Page 14 of 27 27

Activity 1: Establish the content purpose This activity requires you to establish the content purpose for creating a website ad copy for Shoe Universe. To do so, you are required to:  Follow the steps given below.  Complete the template/s associated with each step.  Submit the completed templates to the trainer/assessor. Step 1: Identify the objectives, timelines, and budget of the persuasive content to be prepared in digital format, i.e., website ad copy considering the creative brief provided.  Analyse the information given in the case study.  Determine the objectives, timelines, and budget considering the creative brief provided and document the following using Template 1. o Date: The day the task to be executed o Task: Activity to be undertaken throughout the content writing process o Task objectives: Objectives for preparation of the persuasive content o Hourly Rate: Hourly rate agreed o Estimated Duration: Time estimated to complete a task o Estimated Cost: Cost estimated to complete a task Step 2: Evaluate and choose writing styles based on the creative brief and document using Template 2.  Evaluate the information given in the case study.  Determine the following creative brief requirements and document using Template 2. o Information requirements o Format o Language o Writing style o Level of details BSBFIN501 Unit Requirements V1 Page 15 of 27 27

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Template 1: Objectives, timelines, and budget of the persuasive content Objectives, timelines, and budget of the persuasive content Date: 1 March 2022 Task: Reviewing the creative brief and understanding the client’s requirements Task objectives: The organisation requires that complex documents are presented in a clear, concise, and consistent manner. Hourly Rate: $50 Estimated Duration: 2 Weeks Estimated Cost: $1000 BSBFIN501 Unit Requirements V1 Page 16 of 27 27

Template 2: : Evaluate and choose writing styles Evaluate and choose writing styles (150 -200 )words Information requirements Creative Digitex has received a new project to develop a website ad copy for Shoe Universe’s advertising marketing campaign. The purpose of producing a website ad copy that will help the organisation communicate its brand message effectively. Format Size 10 black Verdana font is required for policy and procedure documents. Size 8 black Verdana Templates will offer you the perfect size for headers and other elements. Language Use non-discriminatory (inclusive) language : Individuals and groups can be discriminated against based on their gender, race or ethnic origin, physical or intellectual disability, sexual preference, or age. To avoid discriminatory expressions, rewriting or recasting a sentence may be a better solution than substituting words. Writing style The writing style should be concise, professional and visually appealing. Level of details The following is a script for a 30 second video. Maximum word count is 150. Activity 2: Prepare persuasive content according to the creative brief BSBFIN501 Unit Requirements V1 Page 17 of 27 27

This activity is a continuation of Activity 1. This activity requires you to prepare persuasive content (website ad copy) according to the creative brief for Shoe Universe. To do so, you are required to:  Follow the steps given below.  Complete the template/s associated with each step.  Submit the completed templates to the trainer/assessor. Step 1: Assess design and copy options in light of the creative brief.  Analyse the information given in the creative brief and style guide.  Determine the design options. o Conduct online research and determine two (2) designs that you can use to prepare the website ad copy. o Submit the designs to the trainer/assessor and request approval before preparing the website ad copy.  Determine the content copy options from the creative brief that you would use to prepare the website ad copy and document using Template 2. Step 2: Choose one or more options for presenting required information and visuals within time and price constraints.  Analyse the information given in the creative brief and style guide.  Determine two (2) options for communicating required information and images within time and budgetary requirements.  Select the most suitable option for the final implementation considering the time and budgetary requirements.  Document the following using Template 3. o How the selected option for the final implementation help to communicate the required information to the target audiences? o How the selected option for the final implementation meet the time and budgetary requirements? Step 3: Develop persuasive content (website ad copy) according to the creative brief. BSBFIN501 Unit Requirements V1 Page 18 of 27 27

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 Follow the guidelines provided to prepare the content brief. o The website ad copy should be prepared using online software such as Canva. o The website ad copy must communicate the following:  Customer message  Key customer benefits  Benefit support o The website ad copy must communicate must meet the following requirements:  Aligns with the task requirements stipulated in the creative brief.  Complies with the organisation’s copywriting policy and procedures.  Complies with the ethical and legislative requirements. o Proof the document twice and ensure accuracy of spelling and language used.  Submit the persuasive content (website ad copy) to the trainer/assessor.  Further, document the following using Template 4. o How the persuasive content (website ad copy) prepared complies with the following requirements?  Legal and ethical considerations  Creative brief BSBFIN501 Unit Requirements V1 Page 19 of 27 27

Template 1: design and copy options design and copy options (100 – 200 ) words content copy options  The ad should include the Shoe Universe logo, brand colors, and a snapshot of a show home.  Overlay music should be played over the script for the script.  The copy can be developed in the time required and within the budget required.  Before submitting the video script to the video company, it must be completed. Everything is within budget because the copywriting is done in-shoes. Template 2: Options for presenting required information and visuals BSBFIN501 Unit Requirements V1 Page 20 of 27 27

Options for presenting required information and visuals (100 – 200 ) words How the selected option for the final implementation help to communicate the required information to the target audiences? The digital format will be including as follow: The Campaign key message “Brand awareness. Shoes made for your comfort and lifestyle.  The format of blog will be a green tone. Green is a restful and quiet color. Because it symbolizes nature, green is one of the most beautiful and comforting colors that attracts harmonious feelings that can diffuse anxiety and helps us stay calm and refreshed. Beige greens and pale yellow-greens are the most stress-reducing shades in the green family.  The format will including the picture of the best design and best quality of the color photography. How the selected option for the final implementation meet the time and budgetary requirements? Multimedia Video Ad on website : will be Audio and visual 15 seconds to 30 secouds video featuring photos of Shoe Universe’ and a male voice over BSBFIN501 Unit Requirements V1 Page 21 of 27 27

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Template 3: Develop persuasive content Develop persuasive content (200 – 300 ) words How the persuasive content (website ad copy) prepared complies with the following requirements?  Legal and ethical considerations  The Competition and Consumer Act 2010, which incorporates the Australian Consumer Law, is the main legislation that ensures fair dealing in the marketplace. The application of this Act will be to ensure that copy does not contain any deceptive language.  Ad Standards oversees several voluntary advertising standards (as well as a complaint process) in areas such as language, discriminatory depictions of people, concern for children, portrayals of violence, sex, sexuality, and nudity, and health and safety. The application of this standard will be to ensure that none of the concerns indicated above in the copy are present.  Text, artistic work, databases, journals, music, computer programs, media broadcasts, and other types of creative works may be referred to as assets in a copy.  Creative brief  Shoe Universe’ history is focused on developing comfortable and lightweight shoes. The organisation strives to evolve Shoe Universe renowned comfort by bringing the most advanced technologies available in footwear today.  The organisation wants to launch an advertising marketing campaign. The advertising marketing campaign will attract customers by discussing the key characteristics of shoes, i.e., comfort and style.  Target market is males and females between the age group 30-50 years prefer comfort and style. People wearing these shoes should need to feel natural, relaxed, authentic, with a young spirit and healthy.  The campaign's start date is two weeks away.  The budget for this project is $1,000. BSBFIN501 Unit Requirements V1 Page 22 of 27 27

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Activity 3: Finalise persuasive content and seek approval This activity is a continuation of Activity 2. This activity requires you to finalise persuasive content prepared in Activity 2 and obtain required approvals. To do so, you are required to:  Follow the steps given below.  Complete the template/s associated with each step.  Submit the completed templates to the trainer/assessor. Instructions for trainer/assessor:  The trainer/assessor will take on the role of the Supervisor.  The trainer/assessor will allocate the role of the client to a staff member.  The trainer/assessor must provide the college e-mail address of the staff member to the student.  The trainer/assessor must review the persuasive content e-mailed by the student and provide feedback and suggest revisions to the website ad copy. Step 1: Consult with the following stakeholders for feedback.  Supervisor  Client Follow the guidelines provided below:  Proofread the website ad copy prepared in Activity 2.  E-mail the website ad copy (prepared in Activity 2) to the stakeholders. Follow the e-mail guidelines provided. o E-mail must include an appropriate subject. o The body of the e-mail must:  Provide a summary of the website ad copy and its key features.  Request feedback on the design and content of the website ad copy. BSBFIN501 Unit Requirements V1 Page 23 of 27 27

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o The e-mail text must be formal and must be grammatically correct. o The e-mail must include the website ad copy as an attachment. Step 2: Evaluate feedback and produce final persuasive content.  Evaluate feedback received from stakeholders in Step 1.  Make revisions to the website ad copy prepared in Activity 2.  Submit the revised persuasive content (website ad copy) to the trainer/assessor. Step 3: Before releasing persuasive content, get approval from Supervisor (trainer/assessor)  Discuss the changes you have incorporated based on the feedback received.  Request approval for releasing the persuasive content (website ad copy). To: Marketing Manager CC: From: Piyaphon Subject: final approval of persuasive contents Dear, sir or Madame I am writing this letter to inform you about final approval of persuasive contents of Shoe Universe. According to our discussion about persuasive contents we have update the finial daft of the persuasive contents. For the audio and digital format, we have developed the logo and the photo to be more professional to make the brand trusty. Please approved the daft for next step. final approval of persuasive contents.pdf I am looking to hearing from you soon. Best regards, Piyaphon BSBFIN501 Unit Requirements V1 Page 24 of 27 27

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To; Piyaphon CC: From: Marketing Manager Subject: final approval of persuasive contents Dear Piyaphon, The finalize persuasive contents over all is good enough but should add more detail such as the contact detail of the company and the photo need to be more attritive. Best regards, Marketing Manager Feedback you received at the roundtable discussion In general, everyone agrees on the direction of persuasive copy. However, all agreed that there was still much to be fixed. The feedback is all very positive comments. Regarding the digital format, it is necessary to include some additional information in the image such as name, gmail or phone number to contact the restaurant. There should be phrases like "Book now", "Call us" to increase effectiveness. The audio version is better, people just want to add some conflicting information such as the restaurant failures that have been experienced to increase customer empathy and curiosity about existing success. I consider revising based on everyone's suggestions. BSBFIN501 Unit Requirements V1 Page 25 of 27 27

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Proofread both of documen t s, ensuring the following is checked : Check List Digital Format Audio Format Is the tone suitable? Yes Yes Is it right for the audience? Yes Yes Has it achieved its purpose? Yes Yes Is the format c orrect? Yes Yes I s the communication style appropriate? Yes Yes Does it have any grammatical errors or spelling mistakes? Yes Yes I s the sentence and paragraph construction clear? Yes Yes BSBFIN501 Unit Requirements V1 Page 26 of 27 27

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LIST OF REFERENCES: Attorney-General Department. (2021). Rights of equality and non-discrimination. Retrieved March 1, 2022, from https://www.ag.gov.au/rights-and-protections/human-rights-and-anti-discrimination/human-rights- scrutiny/public-sector-guidance-sheets/rights-equality-and-non-discrimination Pangin, I., S. (2017). 7 relaxing colors and how they affect your mood!. Retrieved March 1, 2022, from https://timesofindia.indiatimes.com/life-style/health-fitness/de-stress/7-relaxing-colors-and-how-they-affect- your-mood/articleshow/46946305.cms The Australian Consumer Law. (2022). Legislation. Retrieved March 1, 2022, from https://consumer.gov.au/australian-consumer-law/legislation What is a Creative Brief? Key Elements & Template | Adobe Workfront. (2021). Retrieved Feb 28 2022, from https://www.workfront.com/project-management/life-cycle/initiation/creative-brief BSBFIN501 Unit Requirements V1 Page 27 of 27 27

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