Task summary

This assessment task requiresthe student, in the role of Marketing Officer forOzwideDream Clean, toidentifycreativeand innovativeideas for marketing communicationin order toassist with business growth. They must then present theirideas at a meeting with senior management, as well as an investor who is considering investing in the business.The presentation of ideas should use innovative approaches in order to provoke response, reaction and critical analysis from the audience.

This assessment is to be completed in the simulated work environment inECA College.

Required

• Access to textbooks/other learning materials
• ComputerwithMicrosoft Officeand internet access
• Briefing Report Template
• Presentation space
• Roleplay participants

Timing

Your assessor will advise you of the due date of these submissions.

Submit

• Upload yourbriefing report andideaspresentation
• Upload Email referring to briefing report and Ideas presentation
• Uploadblogpage
• Upload email referring to the blog page

Assessment criteria

For your performance to be deemed satisfactory in this assessment task, you must satisfactorily address all of the assessment criteria. If part of this task is not satisfactorily completed, you will be asked to complete further assessment to demonstrate competence.

Assessment Task 2 Instructions

Carefully read the following:

OzwideDream Clean is a small cleaning business that services both residential and commercial customers. Business is split evenly between residential and commercial customers. The business prides itself on its point of difference of being a high-quality provider of cleaning services. Cost of services are slightly higher than competitors, due to this point of difference. Currently customers call the office by phone to book cleaning services.

To date, the business has done little marketing. It has a basic web site that includes three pages: About Us, Services Offered and Contact Details. Luckily, the business has a greatreputation,and has asignificant number of customerswho have mostly come through a referral.

The Managing Director of the business wishes to grow the business through a number of strategies, with one of them being to increase marketing communications. As the newly appointed Marketing Officer, you have been tasked with coming up with suitablecreative and innovativeideas for marketing communicationand to present these ideasusing innovative communication approachesat a formal presentationto senior management and a potential investor.

At this stage, the Managing Directorhas advised that you should come up with as many ideas as possible,whichare to befurther analysed for suitability. He wants you to be as creative as possible in coming up with ideas.

As the group of people to whom you will be presenting your ideas are familiar with the business services,but are assumed to be unfamiliar with marketing communication methods, you need to consider how to best provide this information to the group, as well as how you can best provoke response and reaction from the audience.

Complete the following tasks.

Analyse and report on information for communication to others

You are required to conduct research in order to distil the key themes, messages and positions for the presentation you are required to give about marketing communication.

You should therefore identify sources of information(at least three) about marketing communicationand conduct researchonthe importance of marketing communication, as well asidentifying creative andinnovative marketing communicationoptions available toOzwideDream Clean.

Critically review at least three possible creative and innovative marketing communication options for the company, includingevidence to back up the effectiveness of theoptionsyou identify, for example, statistics or industry support.

Thinkabout the key messages that you wish toprovideto the management team and investor at the meeting where you will present your ideas, including the importance of marketing communications,your critical analysis of the creative and innovative marketingcommunicationoptions you have identified, including information/statistics to back this up, as well as reasons why the ideas yourecommend should be supported.

You should also research and analyse creative techniques that you can use topresent this information to a group that is unfamiliarwith marketing communication and in order to provoke interest in your presentation, as well as reaction through the audience getting involved in discussion about marketing communication ideas.

As part of this, reflect on theenabling skills and attributes of individuals who can effectively participate in discussions about ideas.Identify at least two skills and attributes and explain how you can enable these skills and attributes to maximise participation in your discussion.

When you have completed your research, develop a short report for your assessor that includes the following information:

• Details of the information sources you used to find out about marketing communication methods.
• Theimportance of marketing communication.
• Details of at least threecreative and innovative ideasof marketing communicationoptionsforOzwideDream Clean including the effectiveness of each of the marketing communicationoptions and reasons why all or any of the options should be supported.
• Supporting evidence: facts to support the effectiveness of the marketing communications ideasyou are recommending.
• Your ideas for presenting information to a group that is unfamiliar with marketing concepts reflecting on at least three options that could be used to present the information to this specific group.
• Your ideas for at least three different techniques to engage and fascinate your audience with your ideas.
• Identification of at least two skills and attributes and an explanation of how you can enable these skills and attributes to maximise participation in your discussion.
• A summary of the key themes, messages and positionsthat you will present.

Your report should be written in clear and concise English and address all of the above points.

Usethe Briefing Report Template to guide your work.

Your briefing report should be about two pages.

Upload your briefing report to Canvas

1. Create aPowerPointpresentation

You are now required toprepare your presentation, which should include the following:

• Use at least one story in your presentation as a technique for describing the idea.
• Use at least one form of multimedia in your presentation to get your ideas across, for example, music, a video, photographs.
• Either share personal information or use humour to illustrate your ideas.
• Use hard facts to support your ideas:information on the effectivenessof the marketing communicationmethods you are suggesting for the business.

Theconditions above are designed to ensure that you deliver a presentation that will provoke response and reaction from participants.This will be evidenced by the way that the meeting attendees:

• Look at your presentation for its duration
• Answer any questions that you ask
• Ask questions of you
• Volunteer suggestions to contribute to your idea
• Laugh (or at least smile) at any humour that you use.

You will be assessed on your ability to get the presentation audience to participate in this way.

Youwillhaveonly10 minutes to get your ideas across.

Uploadthis file as Ideas Presentationto Canvas

Plan and practice your presentation.

1. Send an email to your assessor.

The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.

It should introduce and summarise the contents of thebriefing report and presentation;and ask for the date, place and time of your presentation.

Use the email template provided.

Upload your email to Canvas

1. Conduct your presentation

Present your ideas at the meeting with the Managing Director and investor. Your assessor will roleplay the Managing Director, and another student will play the role of the investor.

Keep in mind that the objective of this assessment task is to give you the opportunity to demonstrate your ability to articulate, present and discuss your ideas.

The contents of your presentation, and they manner in which you present it, shoulddemonstrate innovation,creativity and critical thinking.

So, part of your task is to capture the attention and the imagination of the audience. Speak to the audience directly while you are presenting. Ask them for their input and discuss this with them. Be prepared to take the discussion along any tangents that the audience proposes.

After your presentation, you must provide the opportunity for questions and discussions. When asked questions, you must provide your response confidently and with facts or relevant information to support your response.

The Managing Director and investor will discuss your ideas, as well as their own, and you will need to show,through using active listening and appropriate non-verbal communication skills,that you are open to discussion about ideas.

During the presentation, demonstrate effective communication skills including:

• Speaking clearly and concisely
• Speaking clearly and concisely
• Using non-verbal communication to assist with understanding
• Asking questions to identify required information
• Responding to questions as required
• Using active listening techniques to confirm understanding

1. Develop a blog

The final part of this assessment requires you to prepare a blog based on the ideasthatyouhavedeveloped.Youshould also include the input fromthe meeting,reflect on and evaluate the views of others from the meeting to refine your ideas,andgeneratenew ideas.

The objective of the blog is to show that you can express your ideas in writing, as well as verbally. It will also be a record of the ideas and discussions generated during the presentation.

This blog will be uploaded to the staff intranet for input by all staff. The blog should feature the ideas that seem to be most appropriate for the business and include facts to support the effectiveness of the marketing communication option. It should also identify those ideas that were most liked by the group and encourage all staff to give their ideas.

The blog should be presented in a way that is easy to understand and could useimages to assist with the information presented.

The blog should be approximately one page and be written in clear and concise English.

Upload your Blog to Canvas

1. Send an email to your assessor.

The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.

It should introduce and summarise the contents of theblog.

Use the email template provided

Upload youremailto Canvas