3007MKT ASSESSMENT 3: SOCIAL CHANGE STRATEGY Weighting: 45% Word length: 1,500w Submission date: Wednesday 24 May, Week 12, no later than 4pm. Individual assessment: Report paper: You are to develop a Social Change Strategy for your chosen initiative outlined and scoped in Assessment 1. In developing your strategy you will leverage knowledge harnessed from the Scoping Report, as well as additional insight you need to gather to refine your Strategy. Remember the DEVIL IS IN THE DETAIL indicating that your strategy needs to provide specific details of intervention planning. If the strategy is too broad you are in jeopardy of failing this assessment. Report structure: Your report will comprise of the following headings: 1) Social issue overview (100w, no marks – summarise from Assessment 1) a. Problem identification b. Purpose and focus c. Target audience & key values d. SMART OBJECTIVES e. Theoretical lens f. Other information deemed necessary 2) The exchange proposition and positioning statement (10%, 100w) 3) Partnerships Strategy (5%, 100W) 4) Product Strategy (15%, 200w) 5) Pricing Strategy (15%, 200w) 6) Place strategy (15%, 200w) 7) Promotion Strategy (15%, 200w) 8) Evaluation and Monitoring Strategy (15%, 200w) 9) Summary conclusion (10%, 100w) Remember that behavioural change is at the heart of social marketing. Do not develop a social media or a communications only initiative – as you are required to demonstrate behavioural change not only awareness. An assignment that directs majority focus to developing a social media only and/or a communications only strategy will fail this assignment! Section 2: The exchange proposition and positioning statement.(10%, 100w) A) Identify value exchange offer on which the social change strategy will be based (ie: what is the positive behaviour, knowledge, attitudes that you want the target audience to engage). Essentially you are wanting to brand your social change initiative – so where do you want to be in the consumer’s mind (draw a perceptual map to illustrate the brand attributes you are connecting to your social change entity. For example: How To Drink Properly leverages an alternate social brand within the alcohol change marketplace advocating the value exchange entity of ‘drinking properly’ within a frame of ‘doing it better’, ‘doing it classy’, ‘doing it more maturely’ as opposed to ‘getting shitfaced’, ‘drinking sloppily’, or having a ‘vomit beard’. This value exchange offer aims to resonate with the target audience as opposed to talking ‘to’ the target audience, and to empower young adults to reconsider their drinking choices by taking control of their drinking patterns. B) Define the positioning strategy to be integrated into the social change strategy and justify – see lecture notes and text! C) Develop a positioning statement that will guide your strategy approach. You will use the following framing and insert key content in parentheses – of course adjust if required. D) Define and justify the geographic location of your social change initiative. Be very specific – eg X school in Logan, Redland City Council, X pre-school in Inala. Defining the geographic location will give you a solid target to consider and narrow any extraneous considerations that need to be considered if you set Queensland, SE QLD or Australia as your geographic location! Your scoping report should provide a pointer to identifying a key location to target. You are required to use the following statement only: We want [or organisation] [target audience] to see [desired behaviour] as [adjectives, descriptive phrases, set of benefits, or why the desired behaviour is better than competing behaviours] Section 3: Partnerships strategy (5%, 100w) Today, social change initiatives rely on partnerships with commercial organisations, local communities, councils, celebrities, musicians and so on. You are required to identify key partners to leverage your social change initiatives in the marketplace and demonstrate how they support the initiative. For simplicity for this assessment choose one partner only. Section 4: Product Strategy (15%, 200w) You are required to provide a detailed overview of the social change product. As the product entity is intangible eg drinking less the product entity comprises of the brand strategy and logo, as well as supporting goods, merchandising and services that will be used to support the core value exchange entity. Section 5: Pricing Strategy (15%, 200w) Provide a detailed overview of the pricing strategy (psychological risks and the time, effort and energy related to your advocated behaviour. How will your strategy address any limitations! Identify the pricing strategy that you will be using (see lecture and text p. 290). Section 6: Place Strategy (15%, 200w) Detail the place (or distribution) strategy of your product elements. Identify the key strategy/s you will be integrating to make your value offer more convenient and accessible – justify. Section 7: Promotion Strategy (15%, 200w) What is the main message to be communicated to the target audience; what is the style and tone of the communications; what are you asking people to do (think, feel, do); will people consider your main message as realistic?; consider creative issues (imagery, space/vividness). You developed the brand image in the Product Strategy – now develop a tagline that can be supported in communications. Do the tag lines change slightly across different contexts? Are the logo, brand name and tagline easy to remember? What is the main communication distribution channel – why. Section 8: Evaluation and Monitoring Strategy (15%, 200w) Develop an evaluation strategy including audience social change response outcomes and societal impact – see tables below for a guide and provide a summary to conclude this section. This section relates to your specified objectives aimed to achieve your identified behavioural focus and metrics for strategy monitoring and evaluation. Outcome measures Objectives Metric How the data will be collected How it will be measured EXAMPLE: Achieve 30% loyalty Customer loyalty Each time a person accesses the service; their details will be recorded using a client ID numb er. Number times service accessed/number of times they could potentially access the service e.g. 2/6 = 33% Impact measures Social measure Metric How will it be measured Lives saved Hospitalisation data Monthly data collection & publications Summary conclusion (10%, 100w) Wrap up your assignment with a short summary.   Social Change Strategy Report (Overall): This assignment requires you to use your words wisely. Importantly, the assignment requires you to engage in a process of editing to ensure you articulate yourself clearly and concisely. You are also require to: • Present the report format using the required headings. • A maximum of 1,500 words. • Referencing style to be used is APA – guidelines are at Resource Bank on Navigation Menu at Learning@Griffith • Include a cover page detailing chosen social issue, student name & ID information. • Writing quality is important, so please edit and revise your writing for careless spelling, formatting and poor grammar as these give the reader the impression of carelessness and a lack of regard for the assignment. Also, good sentence and paragraph construction helps with the presentation and flow of your ideas and arguments. • DO NOT reference lecture notes – go directly to the source!!!! Also the text is not an academic journal article – go directly to the source of the theory, concept etc • Prior to submission your report must meet these requirements: 1.5 spacing; 2.5cm margins; single sided; 12 font. • Do not PDF your submission. • Name your assignment as per the following requirement: Lastname_Firstname_snumber_AssignmentName (eg Smith_Jane_s123456_Assign1) • Submission via Learning@Griffith by 4.00pm Wednesday Week 12. • Please consult your marking rubric as a guide. • It is not necessary to identify definitions – you are expected to apply theory to practice.