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THE PERSUASIVE CAMPAIGN PLAN
Last updated 11/11/2016
This assignment completes the public service campaign project you have been working on.
The paper will consist of four sections, each separate and labeled.
SECTION 1. Topic,
Exigence, Goals. This section
describes the topic of your campaign, why it is a reasonable campaign effort
at this time (exigence), and the goals you have set for the campaign to achieve
by its completion. This may well be a
revised version of Section I of your Campaign Overview/Audience paper plus the campaign
goals you described in section III of the intro paper. SECTION 2. Audience
Segments. You may include in this section a discussion of the
key dimensions of the audience that you analyzed in your Overview paper
(optional). Following any material you include about the general audience
and dimensions, in this
section describe all of the segments of your audience that will
receive specific messages in the course of your campaign, not just the two
segments you described in II.B. of your Campaign Overview paper. Be sure to indicate the characteristics of
these segments (growing out of the 8 critical dimensions) that make them useful special targets of campaign messages This
could be done in the form of a bulleted list. (You only need to
list those audience characteristics that are relevant to actual campaign
messages, not necessarily all eight critical audience dimensions.). SECTION 3. Promotion. This section will describe the substance of
your campaign. Some of this is likely to
include concepts developed in your message strategy presentation. The section will have three labeled subsections:
[ 35 points total ]
IDENTITY (themes, symbols, motives, values),
CREDIBILITY (how your campaign/product will establish
trust in sources and messages,
confidence in your program or product and
identification
with the audience), and
CASE-BUILDING (the arguments, theories and appeals you will use to create
mental change in the audience and its segments sufficient to obtain your
goals) [ This subsection is the
“guts” of this assignment. I suggest you organize this section of your
paper into sections that discuss arguments, then theory and then appeals
appeals used for the general audience and for each major segment. See
the sample cases for ideas. It is usually helpful if you refer to
sample messages placed in the appendixes when discussing strategies in this
section. ] SECTION 4. Activation. This section will describe the timing of the
various events and messages you envision for the campaign from beginning to
successful conclusion. (It can take the
form of a numbered (possibly dated as well) list of activities and
messages.) While each event can be
described briefly in just a phrase or at most a few sentences, be sure to
indicate, not only what
the activity is, but what method/medium will be used and what
goal you have for the message/activity and the audience/ segment the
activity/message is aimed at. By the end of this
section of your paper I should be convinced that your goals could be
accomplished with this plan. This can be done in the form of a time
line.
[ Sample messages
mentioned in this section could be presented for illustration purposes as
appendices following section 4. You will want to mention your messages from the
strategy presentation in this section and you may want to include the messages
themselves as samples in the appendix. Generally, papers that include
multiple sample messages get better grades than those that do not. ] This is your last effort to persuade me that
you are a sharp, savvy persuader. Thus,
you should make this document easy to read (use white space, section and
sub-section labels, etc.). Be sure you
are following all the instructions above and including all the elements I asked
for. You should make the sections hang
together. I should be able to see in
section 4 evidence of the activities that will accomplish what is
described in section 3 directed to audience segments mentioned in section
2. Most important, you should use the
terms, concepts and theories we have been studying this semester throughout the
paper to illustrate your knowledge of persuasion.
Paper Due: Friday,
December 2 |