Assessment Event 2: Crystal Cosmetics Simulation
In this simulation, you will undertake a number of tasks associated with creating a persuasive copy for a cosmetics company, Crystal Cosmetics. The focus is on producing a website ad copy that will help the organisation to effectively communicate its brand message as required. This entails you to carry out the following actions:
· review the Client Brief and understand client’s requirements
· create a website ad copy that:
is in line with the requirements stipulated in the Client Brief
surpasses competitor’s copy
conforms to the organisation’s copywriting policy and procedures.
Please ensure that you familiarise yourself with this set of requirements that underpin this simulation. This includes understanding the background of the simulation and the criteria you will be assessed on. These are located in the Appendix of this document.
Task 1: Analyse and Interpret Creative Brief
In this task, you will review the Client Brief, then conceptualise the creative context and lay the groundwork for copy production.
1.1 Analyse and confirm techniques for expressing central idea
R 1. Summarise the central idea
R 2. Shortlist minimum two techniques to express the central idea
R 3. Provide a rationale for each technique
R 4. Word count is approximately 150 words in total.
Analysing the Assignment: Often assignment sheets contain key words that offer clues about what your instructor is looking for. This is always a good place to start in deciding what you should focus on in a final draft. Re-read the assignment sheet or your notes about the assignment, looking for words like “compare/contrast,” “discuss,” “analyze,” “define,” “synthesize,” etc. These words tell you what kind of assignment the teacher is looking for. Then, look for other key terms relating to subject matter. For example, if the assignment asks you to “Contrast Freud’s and Erikson’s stage theories of personality,” your main idea needs to include Freud, Erikson, and “stage theories of personality.”
Backwards Outline: Once you’ve determined that you’re meeting the requirements of the assignment, you’ll want to get even more specific about what your essay says exactly. One way to do this is to create a “backwards outline.” (It’s “backwards” because it is written after rather than before the draft itself.) To do this, simply read your essay paragraph by paragraph. After each paragraph, determine the main idea of that section, and write the main idea in the margin of your draft. If you find more than one significant idea in a paragraph, write them both down. When you’re finished, read over your marginal notes (or “outline”) and look for connections – is there one central idea that each paragraph supports? If so, that’s your main idea. If not, you’ll probably want to look for an idea that most of the paragraphs support and consider dropping or rewriting paragraphs that don’t support your focus.
1.2 Identify and check content and supporting information for accuracy and completeness
R 1. summarise the accuracy and completeness of the Client Brief:
· list two issues with its content and supporting information
· explain how these issues may impact your copy production
· explain how each of these issues would be addressed in your copy production
R 2. word count is approximately 50 words per issue.
The client brief requires the copy to appeal to emotion, however, it does not specify which emotions in particular. Also it does not provide direct or indirect influences explicitly. These are crucial to select the right key words or phrases to create and emphasis on consumers perception of the product. This copy will primarily focus on exclusivity and need for a healthy skin.
1.3 Confirm schedule and budgetary requirements for creating copy
R 1. using an appropriate tool, create a timesheet including the following fields:
Date:
day a task to be executed
Task:
activity undertaken throughout the copywriting process
Hourly Rate:
hourly rate agreed
Estimated Duration:
time estimated to complete a task
Estimated Cost:
cost estimated to complete a task
Actual Duration:
actual time taken to complete a task
Actual Cost:
actual cost to complete a task
Variance:
the difference between the estimated and actual cost
R 2. populate the timesheet:
· fill date, task, hourly rate, estimated cost, and estimated duration fields
· list a minimum of three parent tasks each with a minimum of three subtasks
· data must be in accordance to the Client Brief requirements
· work breakdown structure must be coherent
R 3. attach a screenshot of your timesheet to your Student Assessment Workbook.
1.4 Identify legal and ethical constraints impacting copy to be developed
R 1. review the organisation’s policy and conduct a desk research:
· list five legal constraints referencing corresponding legislation, standards or codes
· list five ethical constraints
· explain how each will have an impact on the copy to be developed
R 2. word count is approximately 25 words per constraint.
Task 2: Evaluate Creative Options
In this task, you will overview the design and copy options provided in the Client Brief, and then select suitable elements for designing and developing the website copy ad.
Evaluate creative options and select suitable design and copy elements accordingly
R 1. evaluate copy options and made appropriate selections:
· list seven copy options
· these options must be appropriate to communicate the brand message
· these options must be suitable for the copy design and production
· these options must be achievable within time and budgetary requirements
R 2. list two possible uses for each chosen option
R 3. word count is not critical.
Task 3: Prepare Persuasive Copy
In this task, you will create the website ad copy in accordance to the client and organisational requirements, surpassing the competitor’s promotional material. This will require you to submit the draft to the Creative Director (your Assessor) for review and gain feedback on the necessary refinements to finalise the copywriting process.
3.1 Create the website ad copy
R 1. create the draft copy in accordance to:
· the requirements of the Client Brief
· Copywriting Policy and Procedures
· legal and ethical requirements
· time and budget constraints
· the performance criteria listed in the ‘Creative Copy Check Sheet’ in Appendix B
R 2. attach your draft copy to your Student Assessment Workbook
R 3. email the draft copy to the Creative Director for review.
3.2 Confirm schedule and budgetary requirements for creating copy
R 1. update the timesheet:
· populate ‘Actual Duration’ and ‘Actual Cost’
· calculate ‘Variance’
· calculate total actual cost
R 2. summarise variances:
· list the tasks with variances
· explain the reasons for each variance
· provide a way to improve in future projects.
· word count is not critical
R 3. attach a screenshot of your final timesheet to your Student Assessment Workbook.
3.3 Revise and finalise the website ad copy
R 1. refine your copy in accordance to the Creative Director’s feedback
R 2. copy must meet all the criteria listed in the ‘Creative Copy Check Sheet’
R 3. attach your final copy to your Student Assessment Workbook
R 4. attach the email exchange including the feedback to your Student Assessment Workbook.
Appendix A: Crystal Cosmetics Simulation
Simulation Background
DigiGeek is an innovative full-service marketing agency specialises in strategic thinking, marketing, branding, interactive solutions, and visual communication across a whole spectrum of media. Its team manages marketing projects from start to finish, beginning with ideation and digital strategy, all the way through to UX, website design and development.
In this simulation, DigiGeek has been approached by a client, Crystal Cosmetics, an Australian green beauty brand and one of the nation’s largest seller of organic cosmetics products including colour cosmetics, skincare, towelettes, fragrance, bodycare, and haircare items. The motivation is to create a website ad copy in order to maximise a particular product’s return on investment.
You will be the copywriter of DigiGeek, responsible for designing and producing the creative copy in accordance to the client, legal, ethical, and DigiGeek’s requirements. For detailed information on the simulation, refer to the ‘Client Brief’ document provided.
Simulation Phases
This simulation is divided into the following phases:
Phase 1:
you will lay the necessary groundwork for the design and production of the creative copy.
Phase 2:
you will design and produce the creative copy within the given time and budget.
Phase 1:
Phase 1 occurs from Tasks 1.1 to Task 2. In Phase 1, your main duties in the organisation are as the Copywriter are as follows:
· review the Client Brief and understand client’s requirements
· determine techniques to reflect the central idea
· create a timesheet to monitor time and budget
· identify legal and ethical requirements for copy production
· select appropriate creative options to create an effective copy.
Phase 2:
Phase 2 occurs in Task 3. In Phase 2, you will perform the following:
· using appropriate desktop publishing and graphics software, create a website ad copy that:
is in line with the requirements stipulated in the Client Brief
surpasses competitor’s copy
conforms to the organisation’s copywriting policy and procedures
meets time and budget requirements
· proofread the copy
· send the copy to the Creative Director (the Assessor) for their review
· refine the copy in accordance to the feedback provided by the Creative Director.
Simulation Setup
The simulation chosen is to give you the opportunity to provide evidence that demonstrates your ability to undertake data mining activities within a marketing context. We have tried to make this simulation as real as possible within a classroom setting through providing templates and additional support documents used for data mining in real-workplaces as well as bringing an actor to interact with you. To carry out their role in this simulation will require you to follow these steps:
Step 1.
At the commencement of the unit, your Assessor will overview the assessment with you. You will then sign the declaration of your understanding located in the Student Assessment Workbook (Pre-Assessment Checklist).
Step 2.
Prior to the commencement of this assessment:
· Your Assessor will provide you with the following resources:
Client Brief
Competitor’s promotional material
Artwork Folder
Copywriting Policy and Procedures.
· With you Assessor, you will review all of the sources listed above in addition the following:
Simulation Background
tasks
the student’s role in the simulation.
You will confirm your understanding with your Assessor before you undertake your assessment.
Step 3.
As soon as you confirm your understanding with the Assessor, you will be given the deadlines for the submission of your first draft copy and your final assessment.
Step 4.
Before you commence on your copy production, your Assessor will arrange the equipment and facility needs required for you to undertake the simulation. This will include the following:
· quite room
· computer
· Internet
· word-processing software (to document their responses)
· desktop publishing software (to design and produce the copy).
In case you have other requirements, you must communicate these with your Assessor prior to undertaking the simulation activities.
Step 5.
You will complete all the simulation tasks within the deadline specified by your Assessor. Note that in Task 3.1, you will design and produce the creative copy, then send your draft to your Assessor (as the Creative Director) for review. Your Assessor will respond to you providing their feedback which then you will make the necessary refinements and finalise your copy (Task 3.3). Once you submit your final copy to your Assessor, your copy will be assessed on its quality based on the requirements set out in the ‘Creative Copy Check Sheet’ provided to you in Appendix B. You must familiarise yourself with these requirements prior to undertaking Task 3.
Step 6.
You will document and attach all your findings to your Student Assessment Workbook.
Step 7.
You will submit your Student Assessment Workbook to your Assessor by the deadline.
Assessment Conditions for the Observation
The information in this section outlines the assessment conditions for the simulation.
Before the simulation:
· you must ensure that you understand all the resources required to undertake the simulation tasks
· your Assessor will provide you the resources required to undertake the simulation tasks
· you must ensure that you have read and understood all performance requirements listed under each task
· where you are unclear with the points above, you must clarify these with your Assessor
· your Assessor will inform you of the deadline for your first draft of copy and final submission of your assessments prior undertaking each simulation phase.
During the simulation:
· you will type your responses to the simulation tasks in your ‘Student Assessment Workbook’
· where you are unclear with a simulation task, you must clarify these with your Assessor
· you will be undertaking each task individually, by yourself, without giving or receiving assistance from your peers
· you must satisfactorily demonstrate all the requirements under each task to achieve a satisfactory result for this assessment.
After the simulation:
· if you are successful, your Assessor will summarise your performance during the simulation
· if you are unsuccessful, your Assessor will:
provide written feedback on Task Outcome Sheets explaining their justification in detail
communicate this feedback to you
arrange another suitable time to assess your second attempt.
Assessment Information
Welcome to your Student Assessment Workbook for BSBWRT501 Write Persuasive Copy.
This Workbook is where you will write all your responses for the knowledge questions and simulation tasks. Please refer to the Student Assessment Guide for more information.
This assessment has the following two events:
| Assessment Event 1 – Knowledge Questions |
| There are five questions that will provide us with the evidence of your general knowledge of concepts relevant to persuasive copywriting. |
| |
| Assessment Event 2 – Simulation: Crystal Cosmetics |
| You will complete a number of tasks in preparing and producing a creative copy based on the requirements provided in a client brief. These tasks will be based on your role of a Copywriter for a simulated organisation named Crystal Cosmetics, an Australian green beauty brand selling organic cosmetics products. |
To complete the Simulation, you will need to refer to the following resources:
| Client Brief
|
Provides you with the requirements of the website ad copy. You will use this document throughout Assessment Event 2 to create the website ad copy in alignment with these specifications such as organisational goals, techniques, language, writing style, timelines, budget, etc. |
| |
|
| Competitor Copy |
The competitor’s persuasive copy. You will refer to this document in Task 3 when creating your website ad copy to surpass the competitor’s promotional activity. |
| |
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| Artwork Folder |
Contains the creative work that are essential to develop the website ad copy including the product image, brand logo, and product symbol. You will use the files when creating your website ad copy in Task 3. |
| |
|
| Copywriting Policy and Procedures |
Organisational policies and procedures relating to process of copywriting. You will abide by these organisational requirements during the lifecycle of your copywriting task. |
| |
|
Please note that your responses for both assessment events can (where appropriate) use dot point format. See below for an example of a dot point response and a full sentence response:
| Dot point format |
Presentation Plan includes the following:
· outcomes
· needs of the audience
· context. |
| |
|
| Full sentence format |
When you are preparing for a Presentation, there are a number of tasks that must be carried out. These are; listing the outcomes that you want to achieve, followed by the identification of the needs of your audience. Etc. |
To Achieve Competence
To be deemed competent for this unit, you will need to meet the following requirements:
· complete all of the questions and tasks listed in this Student Assessment Workbook
· meet all the requirements listed in the Student Assessment Guide
· your responses to the questions and tasks must be relevant, accurate and specific
· submit your completed Student Assessment Workbook to your Assessor within the set timeframes
· your work must be in your own words
· where you use an external source of information, you must provide citation.
Pre-assessment Checklist
Your assessor will go through the assessment for this unit, BSBWRT501 Write Persuasive Copy. It is important that you understand this assessment before taking on the questions and tasks. To confirm that you have been given this overview, we ask you to complete the following Pre-Assessment Checklist.
You are required to carefully read each checklist item provided below and tick either ‘Y’ to confirm your understanding or ‘N’ if you disagree. In case you disagree with an item, please provide your reason under the ‘Comments’ column.
When you have done this, we ask you to sign this Pre-Assessment Checklist. This acknowledges that your Trainer/Assessor has discussed all of the information with you prior to undertaking this assessment.
| Pre – assessment Checklist |
Comments |
| Y |
N |
I, the student, understand the purpose of the assessment. |
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| Y |
N |
I understand when and where the assessment will occur, who will assess and in what format the assessment will be submitted. |
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| Y |
N |
I understand the methods of assessment. |
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| Y |
N |
I understand what resources are required to complete this assessment. |
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| Y |
N |
I understand the performance level required for each assessment event. |
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| Y |
N |
I understand that it must be my own work. I have been explained and understand the serious consequences in case this work is found plagiarised. |
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| Y |
N |
I understand the process if I am deemed not yet competent. |
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| Y |
N |
I understand the feedback process and the appeals process. |
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| Y |
N |
The assessor has discussed with me if I have any special needs and if so what arrangements have been made. |
|
| Student Full Name |
|
Student ID |
|
Student Signature |
|
Date |
Assessment Event 1 – Knowledge Questions
The information contained in this assessment event lists the questions that you will need to develop a written response. These questions are theoretical and provide evidence of your understanding of concepts relevant to persuasive copywriting.
Note you must answer these questions in your own words. Remember, you must get a satisfactory result with each question to be deemed satisfactory for the whole of Assessment Event 1.
Question 1
Using the table below, discuss ethical requirements which may impact production and delivery of creative copy.
Insert your responses into the table below:
| Ethical Requirement |
Rationale |
| Honesty |
The copy should be accurate and truthful when describing the B5 Pro’s and benfits. |
| Appropiate language |
The copy should not incorporate insulting and disrespectful language the cause anyone to feel resentful or humiliated. |
| Decent content |
The copy aims to promote a skincare product which is more inclined for use. |
| Advocacy |
The copy should only provide information that is objective and neutral raim proffery. |
| Subliminal promotion |
The copy should not have hidden messages that will push consumed irrationally. |
Question 2
Using the tables below, explain relevant legislation, standards and codes of practice affecting production and delivery of copy.
Insert your responses into the tables below:
| Legislation/Standards
|
Key Provisions |
| Privacy Act 1988 |
A copywriter should never:
– Collect sensitive information from a client
– Never disclose a client’s information without having their written consent
– Provide access about a client’s information to an external party.
|
| Copyright Act 1968 |
An asset in a copy may refer to certain creative works including text, artistic work, databases, journals, music, computer programs, media broadcasts, etc. |
| Competition and Consumer Act 1968 |
A copywriter should not engage in unfair commercial practices when communicating the brand message. |
| – Age discrimination act 2004
– Disability discrimination Act 1992
– Racial discrimination act 1975
– Sex discrimination act 1984
– Australian Human Rigths Commission Act 1986
|
A copywriter should not include any information in their copy that may encourage discrimination amongst social groups on the grounds of: age, disability, race, colour,nation, descent, ethnic origin, inmigrants status, re,igion, beliefs, cultural backround, gender, sexual orientation, intersex status, marital or relationship status.
|
| Broadcasting Services Act 1992 (linked with Children’s Television Standards 2009) |
Some of the primary objectives of this Act include:
– Protecting for children from exposure to unsuitable internet content
– Broadcasting content that is harmful to children by any media channel.
|
| Codes of practice |
Key Provisions |
| AANA Code of Ethics |
Copywriters must ensure that their company and copywriting practices are: legal, decent and ethical, they have been undertaken with a sense of obligation to the consumer and society, show fairness and responsibility to competitors, avoid strong or obscene language.
|
| AANA Code of Advertising and Marketing Communications to Children |
Copywriters must ensure that their copy must: not mislead or deceive children, be clear for the children to understand, accurately represented, not be discriminatory, not employ sexual appeal. |
| FreeTv Commercial Television Industry Code of Practice |
Copywriters can not include any content in their broadcast copy that: cannot be classified MA15+ or any lower television classification, provoke intense dislike, serious contempt or severe ridicule in society based on age, colour, gender, national or ethnic origin,disanility, race, religion or sexual preference. |
| The Weigth Management Indusry Code of Practice |
The code enforces that copywriters must ensure that their copy represent only truthful and accurate information without misleading consumers or having any direct or indirect ill-intent, particularly about the price and the benefits of the value offer (the weight management products or services). |
| Commercial Radio Australia- Commercial Radio Code of Practice |
Copywriters cannot include any content in their radio copy that: encourages violence, are misleading, support misusing alcoholic beverages, support using illegal drugs, narcotics or Tabaco, is not in good faith, will violate social norms, among others. |
Question 3
Using the table below, outline constraints to be considered during preparation, analysis, and evaluation of copy.
Insert your responses into the table below:
| Phases |
Constraints |
Impacts |
Way to Overcome |
| Preparation |
1. Unclarity in clients requirements |
Possible project failure |
Setting standard operating procedures for gathering client requirements such as using a client brief to define the project scope and implementing a stakeholder communication plan. |
| |
2. No thoroughly understanding competitor’s copy |
Developing a similar copy to a competitor’s will limit the brands ability to stand out in the market.
Copy may not reach high impact and surpass the competitor’s promotional material.
|
Prior to the design process, conduct comprehensive market research and engage with external agencies (if required) to develop a sound understanding on competitor’s copy strategy. |
| Analysis |
1. Analysis of copy is subjective and non-measurable |
People will differ in views on the copy making it difficult to accurately analyse its strengths or weaknesses.
May lead to invalid and unreliable evaluation. |
Ensure the analysis process is objective, data-driven, fact-based, measurable, and observable to facilitate in informed evaluation. |
| |
2. Setting inaccurate metrics for performance measurement |
Cannot measure whether the copy is reaching out to the right audience.
Induce ineffectual and unproductive results for decision making. |
Ensure makings are closely aligned with the copy objectives and success scenarios, and defined at the very early stage of the copy preparation process. |
| Evaluation |
1. Copy evaluation process does not involve target audience insights |
Without listening what the actual audience thinks, it’s difficult to make accurate decisions on future strategies.
|
Incorporate target consumer’s perspective into the evaluation process as independent input rather than solely relying on the marketing communications team’s assessment. |
| |
2. Evaluation is not backed with data |
Evaluation without data will yield judgement-based outcomes which may be dubious.
|
Implement data collection and processing mechanisms to mine data on the copy’s performances and make data-driven decisions, e.g. surveys and market intelligence gadgets. |
Question 4
Using the table below, describe persuasive writing techniques used in copywriting.
Insert your responses into the table below:
| Techniques |
Reason |
| Emotive Appeals |
This persuasive writing technique is based on talking directly to the consumer by using words such as “you” or appealing to their emotional need and desires. |
| Colloquial language |
It’s important that the language displayed in copy in simply to understand. |
| Testimonials |
Testimonials are perceived as “live” evidences that establish brand confidence in the eye of recipients. |
| Repetition of words |
It is known as “attention economy” that means people will only pay attention to creative copy for a certain amount of time. |
| Storytelling |
This technique has the ability to distract recipient from the key message of “buying something” and automatically shift their attention to the unique selling preposition (USP) of the value offer.
|
Question 5
Using the table below, explain the structure of a persuasive copy.
Insert your responses into the table below:
| Element |
Motivation |
| Unique Selling proposition (USP) |
This element is where the copy will state the unique selling point of the product, service or brand. |
| Evidence |
The proof aims to back up the USP with evidence to make it credible and reliable. This can come in the form of a scientific finding, expert opinion, statistical evidence, testimonials, etc. |
| Call to action |
The call to action aims to get the consumer to respond to the copy by “doing something” such as buying the product, subscribing to an email list, sharing the copy with others to increase awareness, etc. |
| Brand logo |
The brand logo is vital as it increases brand recognition and recall. It is the visual manifestation of a company’s brand with its target consumers. |
Assessment Event 2: Crystal Cosmetics Simulation
In this simulation, you will undertake a number of tasks associated with creating a persuasive copy for a cosmetics company, Crystal Cosmetics. The focus is on producing a website ad copy that will help the organisation to effectively communicate its brand message as required.
Task 1: Analyse and Interpret Creative Brief
In this task, you will review the Client Brief, then conceptualise the creative context and lay the groundwork for copy production.
1.1 Analyse and confirm techniques for expressing central idea
Insert your response here:
Analysing the Assignment: Often assignment sheets contain key words that offer clues about what your instructor is looking for. This is always a good place to start in deciding what you should focus on in a final draft. Re-read the assignment sheet or your notes about the assignment, looking for words like “compare/contrast,” “discuss,” “analyze,” “define,” “synthesize,” etc. These words tell you what kind of assignment the teacher is looking for. Then, look for other key terms relating to subject matter. For example, if the assignment asks you to “Contrast Freud’s and Erikson’s stage theories of personality,” your main idea needs to include Freud, Erikson, and “stage theories of personality.”
Backwards Outline: Once you’ve determined that you’re meeting the requirements of the assignment, you’ll want to get even more specific about what your essay says exactly. One way to do this is to create a “backwards outline.” (It’s “backwards” because it is written after rather than before the draft itself.) To do this, simply read your essay paragraph by paragraph. After each paragraph, determine the main idea of that section, and write the main idea in the margin of your draft. If you find more than one significant idea in a paragraph, write them both down. When you’re finished, read over your marginal notes (or “outline”) and look for connections – is there one central idea that each paragraph supports? If so, that’s your main idea. If not, you’ll probably want to look for an idea that most of the paragraphs support and consider dropping or rewriting paragraphs that don’t support your focus.
1.2 Identify and check content and supporting information for accuracy and completeness
Insert your response here:
The client brief requires the copy to appeal to emotion, however, it does not specify which emotions in particular. Also it does not provide direct or indirect influences explicitly. These are crucial to select the right key words or phrases to create and emphasis on consumers perception of the product. This copy will primarily focus on exclusivity and need for a healthy skin.
1.3 Confirm schedule and budgetary requirements for creating copy
Attach the screenshot of your timesheet here:
| Date: |
1/8/2019 |
| Task: |
activity undertaken throughout the copywriting process |
| Hourly Rate: |
hourly rate agreed |
| Estimated Duration: |
time estimated to complete a task |
| Estimated Cost: |
cost estimated to complete a task |
| Actual Duration: |
actual time taken to complete a task |
| Actual Cost: |
actual cost to complete a task |
| Variance: |
the difference between the estimated and actual cost |
1.4 Identify legal and ethical constraints impacting copy to be developed
Insert your response here:
Task 2: Evaluate Creative Options
In this task, you will overview the design and copy options provided in the Client Brief, and then select suitable elements for designing and developing the website copy ad.
Evaluate creative options and select suitable design and copy elements accordingly
Insert your response here:
Task 3: Prepare Persuasive Copy
In this task, you will create the website ad copy in accordance to the client and organisational requirements, surpassing the competitor’s promotional material. This will require you to submit the draft to the Creative Director (your Assessor) for review and gain feedback on the necessary refinements to finalise the copywriting process.
3.1 Create the website ad copy
Create your draft website copy and attach to your Student Assessment Workbook.
See your Student Assessment Guide for detailed instructions.
3.2 Confirm schedule and budgetary requirements for creating copy
Attach the screenshot of your final timesheet here:
3.3 Revise and finalise the website ad copy
Revise your draft copy in accordance to the feedback received.
Attach the final version to your Student Assessment Workbook.
Attach the email exchange with your Assessor including their comments to your Student Assessment Workbook.
Appendix: Crystal Cosmetics Simulation
Simulation Background
DigiGeek is an innovative full-service marketing agency specialises in strategic thinking, marketing, branding, interactive solutions, and visual communication across a whole spectrum of media. Its team manages marketing projects from start to finish, beginning with ideation and digital strategy, all the way through to UX, website design and development.
In this simulation, DigiGeek has been approached by a client, Crystal Cosmetics, an Australian green beauty brand and one of the nation’s largest seller of organic cosmetics products including colour cosmetics, skincare, towelettes, fragrance, bodycare, and haircare items. The motivation is to create a website ad copy in order to maximise a particular product’s return on investment.
The student will be the copywriter of DigiGeek, responsible for designing and producing the creative copy in accordance to the client, legal, ethical, and DigiGeek’s requirements. For detailed information on the simulation, refer to the ‘Client Brief’ document provided.
Simulation Phases
This simulation is divided into the following phases:
| Phase 1:
|
the student will lay the necessary groundwork for the design and production of the creative copy. |
| |
|
| Phase 2: |
the student will design and produce the creative copy within the given time and budget. |
Phase 1:
Phase 1 occurs from Tasks 1.1 to Task 2. In Phase 1, the student performs the following:
· review the Client Brief and understand client’s requirements
· determine techniques to reflect the central idea
· create a timesheet to monitor time and budget
· identify legal and ethical requirements for copy production
· select appropriate creative options to create an effective copy.
Phase 2:
Phase 2 occurs in Task 3. In Phase 2, the student performs the following:
· using appropriate desktop publishing and graphics software, create a website ad copy that:
· is in line with the requirements stipulated in the Client Brief
· surpasses competitor’s copy
· conforms to the organisation’s copywriting policy and procedures
· meets time and budget requirements
· proofread and finalise the copy.
Note that in Task 3.1, the student will email their draft copy to you for your review as their Creative Director. You will review their draft and email back to the student providing them with your feedback on their work. Your feedback must be high-level giving sufficient guidance to the student on what to improve, however, it must not be too specific instructing them how to make the necessary changes in a step-by-step manner.
Appendix B: Creative Copy Check Sheet
The criteria below are the performance requirements that the student must demonstrate in their copy. Assessors, tick ‘S’ if the student demonstrates a particular performance requirement to a satisfactory level and ‘NYS’ if the student does not meet these performance requirements. Also, you are required to write comments on the quality of this evidence under the ‘Comments’ column. For the student’s overall performance in this task, tick ‘Satisfactory’ if the student satisfies all the criteria in the Creative Copy Check Sheet and ‘Not-Yet-Satisfactory’ if they do not.
It is important that you keep accurate records of the student’s work. In particular, you must keep the original of the completed Creative Copy Check Sheet and give a copy to the student to attach to the ‘Student Assessment Workbook’. This is essential as some students may lose the completed version of this check sheet, which means there will be no records of this assessment evidence.
| Performance Requirements:
|
S |
NYS |
Comments |
| 1. Communicates the central idea |
| · conveys the main theme clearly and accurately |
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| · addresses macro and micro goals |
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| · effectively applies the techniques chosen (in Task 1.1) |
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| · shows an awareness of target consumer profile |
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| · differentiates from the competitor’s copy |
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| 2. Communicates the product and brand image |
| 2.1. Brand image is displayed as: |
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| · green conscious |
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| · high quality |
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| · trustworthy |
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| · values its consumers |
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| 2.2. Product image is displayed as: |
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| · premium quality |
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| · unique |
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| · worth buying |
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| · environmental |
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| 3. Content |
| 3.1. Communicates the product’s main features and benefits: |
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| · organic ingredients |
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| · nature friendly |
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| · free from harmful chemicals |
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| · hydrating |
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| · recovering |
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| · rejuvenating |
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| · anti-aging |
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| · packed with revitalising ingredients |
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| · suitable for all skin types |
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| 3.2. Includes the mandatory information and artwork: |
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| · logo |
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| · product tub |
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| · brand symbol |
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| · product features and benefits |
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| · credible social proof |
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| 3.3. Layout, visual and textual elements: |
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| · give simple and uncomplicated outlook |
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|
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| · have clear and consistent focus on the main idea |
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| · grab viewer attention in a purposeful manner |
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| · have logical links with each other |
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| · show good foreground and background contrast |
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| · show unity (overall harmony amongst all elements) |
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|
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| · maintain good proportion of space and margins |
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|
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| · do not look cluttered, balancing whitespace and elements |
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|
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| · are not distracting but informative |
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|
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| · incorporate font and choice of colour that match the tone |
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|
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| · have fonts that vary in size to differentiate the main points |
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|
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| · ensure scannability using skimmable text |
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|
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| · use variety in text (e.g. bold, italics, etc.) to create emphasis |
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|
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| · use typography that is readable and legible |
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| 3.4. Language and writing style: |
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| · are aligned to target audience (formal) |
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|
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| · convey the message clearly and concisely |
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|
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| · are built of simple and short sentences and paragraphs |
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|
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| · incorporate vocabulary that is engaging and support the main idea |
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|
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| · provide subordinate ideas that support the main idea |
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|
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| · use plain English that ensures the copy is easy to understand |
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|
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| · avoid redundancy and verbosity |
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|
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| · avoid jargon |
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|
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| · stress the product’s unique selling proposition |
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|
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| · establish credibility injecting technical information |
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|
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| · avoid clichés, gimmicks and forced messages |
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|
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| · use words that connect with consumers |
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|
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| · use active voice |
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| · free of typos, punctuation errors and grammar issues |
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| 4. Format and structure |
| · employs professional and formal tone |
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|
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| · avoids subtlety |
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|
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| · resonates with the audience |
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|
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| · is broken down into coherent chunks |
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|
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| · includes a body copy that creates emotional appeals |
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|
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| · calls for action (learning more about the product and visiting store) |
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|
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| 5. Legal and ethical requirements |
| 5.1. The copy is free from: |
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| · false claims or misleading statements |
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|
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| · plagiarism |
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| · discriminatory language |
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|
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| · inappropriate language |
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|
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| · obscenity in images |
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|
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| · therapeutic claims |
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|
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| 5.2. The copy: |
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| · includes truthful and accurate content |
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|
|
| · does not use offensive language |
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|
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| · incorporates decent content |
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|
|
| · avoids puffery |
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|
|
| · shows fairness and responsibility to the competitor |
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|
|
| · does not violate social integrity |
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|
|
| The student’s overall performance is |
Satisfactory |
Not-Yet-Satisfactory |
| Assessor Signature: |
Date: |
Task Outcome Sheets
The Outcome Sheet below is the assessment questions and tasks for each of the assessment events that the student is required to complete. Assessors, tick ‘S’ if the student achieved a satisfactory outcome for an assessment task and ‘NYS’ if the student does not meet these requirements. Also, you are required to write comments on the quality of this evidence under the ‘Comments’ column. For your judgement on the student’s overall performance, tick ‘Satisfactory’ if the student achieves a satisfactory outcome for all of the tasks or ‘Not-Yet-Satisfactory’.
Assessment Event 1 – Knowledge Questions
| Assessment Event 1 Knowledge Questions |
S |
NYS |
Comments |
| Question 1 |
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| Question 2 |
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| Question 3 |
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| Question 4 |
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| Question 5 |
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| The student’s performance for Assessment Event 1 is |
Satisfactory |
Not-Yet-Satisfactory |
| Assessor Signature: |
Date: |
|
Assessment Event 2 – Simulation
| Assessment Event 2 |
S |
NYS |
Comments |
| Task 1:
Analyse and Interpret Creative Brief |
Sub Task 1.1 |
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| |
Sub Task 1.2 |
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| |
Sub Task 1.3 |
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| |
Sub Task 1.4 |
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| Task 2:
Evaluate Creative Options |
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|
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| Task 3:
Prepare Persuasive Copy |
Sub Task 3.1 |
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| |
Sub Task 3.2 |
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| |
Sub Task 3.3 |
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|
|
| The student’s overall performance is |
Satisfactory |
Not-Yet-Satisfactory |
| Assessor Signature: |
Date: |
|
BSBWRT501 Student Assessment Workbook | Student ID: Page 15
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