In its simplest form, this is a group task.
The aim of which is to research, plan, create and deliver a new media “viral marketing” element for a band or artist within the UK’s music scene.
Viral Marketing Defined
What does a virus have to do with marketing? Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions.
Off the Internet, viral marketing has been referred to as "word-of-mouth," "creating a buzz," "leveraging the media," "network marketing." But on the Internet, for better or worse, it's called "viral marketing."
The Six Simple Principles of Viral Marketing by Dr. Ralph F. Wilson, E-Commerce Consultant, Web Marketing Today, February 1, 2005
The purpose of this is to increase the profile of the client and create a new media “viral marketing” element for them. This task therefore has to be grounded in the principles of identifying an audience’s needs and wants. As this is a media rich environment considerable thought will have to go in to designing for your audience. This will include a vast range of “considerations”, such as technical issues with video, appropriate platforms to host the video, appropriateness of social network or web based hosts etc.
Need, Wants and Value
Understanding project characteristics
- Projects are different from ordinary work. They are
intended to change things
- Projects have a timeframe with a beginning and an end
- Projects have to be planned
- Projects use resources and need a budget
- Projects require evaluation – the criteria for evaluation need
to be established from the beginning
- Projects have an outcome, which is not necessarily known
at the outset
- The outcome is very often a “product” of some kind
- At the end of a project, decisions need to be taken about
- whether to use or institutionalise the outcome
- Projects involve people
- Project Manager
- Market researchers/Marketers/PR
- New Media Researchers
- New Media creators
- Editors/Content creators
Various options available – Photoshop, Studio MX (Flash and Dreamweaver), Audacity (Sound editing), Final Cut Express (video editing), iMovie
There are six Sony Z1 cameras, complete with on-board
and detachable microphones, tripod and power supply.
There is at least 10 Canon 400D―next generation digital SLR―available.
There are at least seven Marantz PMD660 Professional Solid State
Radio and TV studio
Radio studio and TV studio set-ups which, while the equipment is fixed, provide sound-proofed recording environments and, in the case of the TV studio, lighting and multi-shot possibilities that could prove very useful, depending, of course, on what you have in mind. Booking is essential, however.
The CW will form into two parts.
CW1 contributes 40% of the overall grade
The areas that will be covered in this section will include all the ground work and research that the group engages with in the pre planning stages. This will be for a client in the UK music industry, hopefully this can/will be a local band or artist.
As a group you are required to produce a 4,000 report on the early planning stages.
Elements that you are required to produce here may include sections on
· Creating value with projects. Setting up a project for success by clarifying expectations and outcomes.
· Defining and planning projects. Creating the right foundations for a good, practical, plan.
· Evaluate and capture stakeholder and audience needs;
· Define how the project adds value by agreeing clear objectives and targets
· Establish an organisational structure for governance and ensure clarity about decision rights.
· Define deliverables and their quality;
· Control project scope;
o Create a plan and budget (if required) by progressively defining the products and then breaking down the work needed to produce them;
· Assign, work to teams, providing roles and responsibilities to the group
· Manage risk
· Explore the problems of managing time where multiple tasks and priorities conflict;
· Adjust schedules in the light of constraints on availability;
· Motivate and manage the team;
· Track and report progress;
Submission of CW2 will form the basis of a written report, with all group members actively contributing to this process. Visuals and mock ups are also encouraged at this stage (these could be of similar products).
Your report will be assessed using the following criteria:
Content, feasibility and scope of project 50%
Evidence of research 40%
Structure and presentation 10%
CW2 contributes 60% of the overall grade
· Executing and delivering product. The practicalities of delivery in a large and complex organisation.
· Test and deliver the product;
· Close, learn (reflection) and present the project.
This product will be the deliverable section outlined in CW1. The parameters (in terms of length and structure) will be very specific in terms on your individual client, but it will be expected that this product will contain and number of media rich elements, it will facilitate a two way communication function and will enable users/client to contribute to the product and continue its development past the closure of the project group.
The practical element will be assessed using the following criteria:
- Design and innovation of product (40%) - You must demonstrate knowledge of the market as well as the consumer. Inventive and original solutions to the task are being sought.
- Content - the creative process (30%) - You must demonstrate a clear understanding of the relative importance of different production /design/media issues and be able to arrive at a clear solution which is fully formed and functional and ready to be offered to consumers.
- Clarity of communication (10%) - Your work must be demonstrate clarity of communication not only through the text but visually. Presentation of information, whether this is images or text, must consider the reader at every stage.
- Presentation (10%) – This will be a group presentations performed in the final weeks of the semester.
- Peer assessment (10%) - This will be an opportunity for you to comment on ALLL members of the groups contribution to the overall submission. Appropriate forms will be distributed and to be submitted with the final piece CW.