CMNS XXXXXXXXXXMedia Proposal Group Assignment
CMNS XXXXXXXXXXMedia Proposal Group Assignment
DUE: Wednesday, April 14, 2021
WEIGHT: Proposal and “Pitch”: 25%
Once you have formed a group of 4, your focus will be to create a media proposal for a small, local business or
organization.
Here are some parameters for your choice of a business or not-for-profit organization:
employs no more than 12 full-time employees (or equivalent);
relies on marketing and/or communications as an important part of its livelihood;
is not part of a large chain and/or franchise;
operates in western Canada
Your team can envision and devise your own business. Some examples from the past include:
Venture Avenue Digital Solutions
Killarney New-To-You Fashion Recyclers
Tunstall Bay Marina and Ocean Adventures (operated by BC Parks)
Dorman Point Lodge By the Sea
Artisan Square Galleries (funded by municipal grant)
Josephine Lake Landscaping
Cates Hill Bistro and Lounge
Imagine that the owners/directors know that they must create an effective marketing campaign in order to
emain operational/profitable, but confess that last year's "in-house-designed" communication and marketing
initiatives were not able to draw the numbers needed for growth and long-term viability; further, sales/traffic
have remained stagnant and discouraging for months due to CV 19.
Hearing of your team's recent marketing successes, the owners are looking forward to receiving a promising
"spec" proposal from you. In a letter to your team, the owners insist on a campaign that will work; the future
health of their business depends on a good spring and summer! A substantial bonus is assured to your team if
you can increase revenue at least 25% over last year's disaster.
Having studied successful marketing strategies in this and other courses and identified dozens of persuasive
techniques that will activate and motivate potential customers, your team is prepared to devise and submit a
custom-tailored media proposal for the company's consideration. In addition to describing the products,
services, and attributes of your company of choice, you also consider the
benefits (for the public) of dealing with your client's organization
marketable products/services the company offers
uniqueness of the product/service or the way it's delivered
aspects of the business that they do better than anyone else
range of inducements you think your client should offer customers
Create an effective ‘5-prong’ marketing proposal that will impress the company's decision-makers.
…/over
Your media proposal will consist of five (5) components:
1) Your team’s choice of either three (3) interactive web pages or an effective six (6)-panel
ochure
(minimum) that will provide clients with interesting information about the business you have selected.
(Relevant [and graded] communication features will be discussed in class.
2) A targeted sales/marketing letter that will be mailed to recent as well as potential new customers (who
meet the relevant demographic criteria you decide are important). Your letter will be no more than three (3)
double-spaced, keyboarded pages. Layout of your letter will also be evaluated; it should contribute to you
message's clarity, readability, and overall effectiveness.
3) A media release. You have decided to create an exciting media event that relates to the client's business,
and more importantly, is sure to draw positive attention and support from the community. Accordingly,
keeping in mind the important features—and limitations—of a successful release, you will create a fictitious
media release (three [3] double-spaced, keyboarded pages max) that will give the client a clear idea of what
such an event would look like.
4) A Short Proposal for the client (three [3-5] double-spaced, keyboarded pages max; internal business memo
format). Here’s where your team makes a persuasive case for your proposed media campaign; this short
proposal will be designed to
overview your proposal and its contents in a few sentences
introduce and highlights each member of your team
explain and defend—or rationalize—the major creative and strategic decisions your team made in
crafting each proposal component
offer realistic and specific projections about future benefits to the client
provide details for at least one follow-up evaluation
5) Finally, in the final class of the course, your team will be invited to deliver a
ief and informal five to seven
(5 to 7) minute live presentation that overviews your proposal. Note that each member of your team will be
expected to participate in this presentation. You are free to project, circulate, or display whatever media,
samples or aids you deem appropriate to your presentation.
Some general suggestions for the media proposal assignment:
write with care: check your editing;
design and format all components to be reader-friendly;
use point form and parallel structure where appropriate;
make all action steps clear;
devise eye-catching and informative titles;
use concrete words that present information clearly;
identify your company's point(s) of contact;
keep wording active and tone positive;
use persuasive techniques liberally and effectively; they are heavily valued.
Help your client organization realize the attention and success they deserve!