BSBMKG555 Project Portfolio - Carlos D

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Contents
Section 1: Interpret creative brief	6
Section 2: Persuasive content	8
BSBMKG555 Write persuasive copy 1 | Page
Abbey College Australia 	
National Provider No. 91136| CRICOS Registration No. 02658G 
Version V1.0 June 2022
	Student name:
	
	Assessor:
	
	Date:
	
	Business this assessment is based on:
	
	
	Section 1: Interpret creative brief
	Creative brief information
Review the creative brief and based on your review, describe:
Objectives
Timelines
Budget 
	Objectives:
Within six months from the beginning of the campaign research should show that 25% of the target
The market is familiar with Boutique Build Australia products as an alternative to other building companies.
Within six months of the advertising campaign, analysis of internal data should show at least a 50% increase in leads.
Within one year of the campaign, sales will have increased by 25%.
Within six months, Boutique Build Australia will have 25% of its sales coming from Queensland builds.
Timelines:
Search Engine Marketing: August 10th 2023 to September 7th 
Blog: From August 10th 2023 to September 7th with rest on the weeks of August 17th and 31st 
YouTube: From August 10th 2023 to September 7th
Brisbane Courier Mail From August 17th 2023 to September 31st 
Budget: 
· Queensland Courier Mail during 2 weeks total of: $34023.54
· Sunshine Coast Daily 2 Saturdays total of: $15000
· SEO Marketing: 5500
· Photography for newspaper advertising: $1300
· Youtube production: $3200
· Total: $60000
	Digital and audio formats
You are to write persuasive copy for a digital format and an audio format. 
Based on the creative brief, describe each of the formats you have chosen to write for persuasive content. 
	Looking for a construction company that truly understands your unique needs? Look no further than Boutique Build Australia.
Our team of skilled professionals is dedicated to providing high-quality construction services tailored to your individual requirements. From design to completion, we work closely with you to ensure that your project is delivered on time and within budget.
With years of experience in the industry, we have the expertise and knowledge to handle a wide range of construction projects, from residential homes to commercial buildings. Our commitment to excellence has earned us a reputation as one of the most trusted and reliable construction companies in Australia.
So why choose Boutique Build Australia? Here are just a few reasons:
Personalized service: We take the time to get to know our clients and understand their unique needs and preferences.
Quality craftsmanship: We use only the highest-quality materials and employ skilled tradespeople to ensure that every project is completed to the highest standards.
Attention to detail: We understand that it's the little things that make a big difference, and we're committed to getting every detail right.
Competitive pricing: We offer competitive pricing without compromising on quality, so you can get the best value for your money.
On-time delivery: We know that time is money, so we work hard to ensure that every project is completed on time and within budget.
At Boutique Build Australia, we believe that building your dream home or commercial building should be a stress-free and enjoyable experience. Contact us today to learn more about our services and how we can help bring your vision to life.
	Writing techniques 
Based on your review of the creative brief, select and list the persuasive writing techniques that you will use to develop the persuasive content for both the digital and audio format.
List at least three examples. 
	Detailed written procedures regarding marketing and advertising are available to all staff at our company’s premises and are included in employee induction packs.
Employees should always use standard templates provided for documenting marketing activities.
Employees should always seek approval from designated authorities for marketing activities.
All marketing material must:
1 Adhere to Privacy Act.
1.1 Must not use personal images, information for marketing purposes without express written
consent.
2 Adhere to Do Not Call Register legislation
2.1 Potential customers on the Do Not Call Register must not be called for marketing purposes.
3 Adhere to anti-discrimination policy:
3.1 Images or written material must not portray any group or individual in a negative, offensive
or stereotypical way on the basis of sex, gender, marital status, etc.
4 Be conducted in a safe and responsible manner to minimise risk to health and safety of employees and the general public.
5 Not include spam campaigns.
6 Adhere to the Competition and Consumer Act 2010 (formerly the Trade Practices Act).
	Design and copy options
Based on your review of the creative brief, evaluate the design and copy options in relation to the persuasive content that needs to be developed for both the digital and audio formats.
Which options do you think are possible? Describe them and why you consider they are appropriate.
Explain how the options you have chosen meet timeline and budget requirements. 
	Copywriting is an important part of marketing communications. The following procedures must be followed:
• Review creative brief to identify copy to be developed, including purpose and objective of the campaign.
• Review timelines and budget and design requirements.
• Develop copy ensuring all legal and ethical requirements are met and using appropriate writing techniques.
• Seek feedback on copy.
• Evaluate feedback received and update copy accordingly.
The options that might be possible for me would be:
Clean and minimalist design: A clean and minimalist design can convey a sense of sophistication and professionalism, which is important for a construction company. The use of a simple color palette and plenty of white space can make the design feel elegant and modern. The copy should be concise and to the point, highlighting the company's key strengths and services.
High-quality photography: High-quality photographs of completed projects can be a powerful marketing tool for a construction company. They show potential clients what Boutique Build Australia is capable of and can help to build trust in the company's abilities. The copy should focus on the details of each project, highlighting the craftsmanship and attention to detail.
Testimonials and case studies: Including testimonials and case studies from satisfied clients can be a powerful way to build trust and credibility. The design should incorporate quotes from happy clients in a prominent way, while the copy should provide more detailed case studies that highlight the company's capabilities and success stories.
Storytelling: Storytelling can be an effective way to connect with potential clients on an emotional level. The design could incorporate a narrative structure, with images and copy that tell the story of a completed project from start to finish. The copy should be engaging and conversational, with a focus on the personal relationships that the company builds with its clients.
	Legislation, standards and codes of practice
List at least one example of legislation, standards and codes of practice that apply to copywriting. 
Describe the purpose of each. 
Describe how you will apply these to your work. 
	Australian Consumer Law (ACL): The ACL is a federal law that protects consumers from misleading or deceptive conduct in advertising and marketing. Under the ACL, copywriters must ensure that their advertising and marketing materials are not false or misleading, and that they do not make false representations about the products or services being offered.
Copyright Act 1968: The Copyright Act sets out the legal framework for copyright protection in Australia. Copywriters must ensure that their work does not infringe on the copyright of others and that they have obtained appropriate permissions or licenses for any copyrighted materialthey use in their work.
Trade Practices Act 1974: The Trade Practices Act (TPA) is another federal law that regulates competition and consumer protection in Australia. The TPA prohibits misleading or deceptive conduct in trade or commerce and sets out the penalties for businesses that breach these rules.
Spam Act 2003: The Spam Act regulates commercial electronic messaging in Australia, including emails and SMS messages. Copywriters must ensure that any commercial electronic messages they send comply with the requirements of the Spam Act, including obtaining consent from recipients and providing a way for them to unsubscribe from future messages.
Advertising Standards Bureau (ASB) Codes: The ASB is a self-regulatory body that sets standards for advertising and marketing in Australia. Copywriters must ensure that their work complies with the ASB Codes, which cover areas such as accuracy, decency, and discrimination.
Training: Provide training to all employees on the relevant legislation, including the Australian Consumer Law, Copyright Act, Trade Practices Act, Spam Act, and Advertising Standards Bureau Codes. This will ensure that employees are aware of their responsibilities and obligations under the law.
Review and Approval Process: Establish a review and approval process for all advertising and marketing materials to ensure that they comply with the relevant legislation and regulations. This process should include checks for false or misleading claims, copyright infringement, and compliance with the Spam Act and ASB Codes.
Obtaining Permissions and Licenses: Ensure that appropriate permissions and licenses are obtained for any copyrighted material used in advertising and marketing materials. This could involve obtaining licenses from stock photo libraries or obtaining permission from copyright holders.
Record Keeping: Maintain records of all advertising and marketing materials, including the date of creation, review and approval process, and any permissions or licenses obtained. This will provide evidence of compliance with the relevant legislation and regulations.
Review and Update: Regularly review and update policies and procedures to ensure ongoing compliance with the relevant legislation and regulations.
	Policies and procedures
List the policies and procedures that you must follow in relation to copywriting. 
Describe how you will apply these to your work. 
	· Review creative brief to identify copy to be developed, including purpose and objective of the campaign.
· Review timelines and budget and design requirements.
· Develop copy ensuring all legal and ethical requirements are met and using appropriate writing techniques.
· Seek feedback on copy.
· Evaluate feedback received and update copy accordingly.
Review the creative brief: When a new project is assigned, the creative brief should be reviewed thoroughly to understand the purpose, objectives, and target audience of the campaign.
Review timelines and budget: The timelines and budget for the project should be reviewed to ensure that the copy is developed within the given timeframe and budget.
Develop copy: The copy should be developed based on the information gathered from the creative brief, ensuring that all legal and ethical requirements are met. Appropriate writing techniques should be used to make the copy engaging and effective.
Seek feedback on copy: The copy should be reviewed by other members of the team, such as editors or designers, to obtain feedback on its effectiveness and suitability for the project.
Evaluate feedback received: The feedback received should be evaluated and used to update the copy accordingly. This could involve making changes to the tone, structure, or content of the copy to ensure that it meets the objectives of the project.
	
	Section 2: Persuasive content
Complete this section prior to the roundtable discussion. Complete this section after the roundtable discussion.
	Update your persuasive copy for the digital format here.
	Overall, the final compelling elements are enough, but extra information, such as the corporate logo and the photo, should be added.
	Update your persuasive copy for the audio format here.
	Voiceover: The format used was voiceover, a common advertising format, where a narrator speaks over visuals or music. This format is often used for television commercials, radio ads, and online videos.
	Proof reading
Complete a proof read of both of your documents. 
Use the checklist for your digital format to demonstrate you have completed your proofreading.
	
	Criteria
	Yes/No
	Comments about what you updated
	Is the tone suitable? 
	No
	Tone was not so good because not all the audience could hear that properly.
	Is it right for the audience?
	No
	The audience could not catch all the information
	Has it achieved its purpose?
	No
	Not all the audience got the information
	Is the format correct?
	Yes
	The format was great
	Is the communication style appropriate?
	Yes
	The style was the proper one.
	Does it read well?
	Yes
	It was clear to understand.
	Does it have any grammatical errors or spelling mistakes?
	Yes
	It had 3 grammatical errors
	Is the sentence and paragraph construction clear?
	Yes
	Yes, every sentence and every presentation idea was very clear.
	Proof reading
Complete a proof read of both of your documents. 
Use the checklist for your digital format to demonstrate you have completed your proofreading.
	
	Criteria
	Yes/No
	Comments about what you updated
	Is the tone suitable? 
	Yes
	Tone was great
	Is it right for the audience?
	Yes
	All the audience understood everything
	Has it achieved its purpose?
	Yes
	Yes, the audience felt connected with the presentation
	Is the format correct?
	Yes
	Format was perfect
	Is the communication style appropriate?
	Yes
	Yes, it was a great communication style
	Does it read well?
	Yes
	It was easy to understand
	Does it have any grammatical errors or spelling mistakes?
	No
	We could not find any error on the presentation.
	Is the sentence and paragraph construction clear?
	Yes
	Very easy to understand with no construction errors.
	Final approval
Include an email here seeking final approval for your persuasive copy.
	To: Marketing Manager
CC
From: Project manager
Subject: Find approval of persuasive contents
Dear, Sir
We have updated the final design of the compelling materials based on our conversation regarding persuasive stuff. We improved the logo and images for the audio and digital formats to make the brand more trustworthy. Please approve the stupid for the next stage.
Kind regards
Project manager
Presentation:
https://tome.app/cadiaz-assessments/boutiquebuild-australia-clfoxx7cqa7f06d40lcoli2ek
Roundtable:
Moderator: Welcome everyone to our roundtable discussion on the recent presentation. Let's start by discussing the tone of the presentation. Was it suitable?
Panelist 1: I thought the tone was off-putting. It came off as harsh and critical, which made it difficult to engage with the content.
Panelist 2: I agree. The presenter seemed frustrated and annoyed, which made it hard to connect with the material.
Moderator: It sounds like the tone wasn't suitable for the audience. Can we discuss that further?
Panelist 3: Absolutely. The audience seemed uncomfortable with the tone, which made it difficult for them to absorb the information.
Panelist 4: Yes, and it wasn't just the tone that was problematic. The presenter didn't seem to understand the needs of the audience, which made it difficult to connect with the content.
Moderator: So it seems like the presentation didn't achieve its purpose. Can we talk about that more?
Panelist 5: I think the purpose was to inform and educate the audience, but the tone and delivery made it hard to absorb the information.
Panelist 6: Yes, and the presenter didn't seem to have a clear objective or goal for the presentation. It felt disjointed and confusing.
Moderator: That's a good point. Let's move on to the format of the presentation. Was it correct?Panelist 7: I think the format was fine, but it didn't match the tone and content of the presentation.
Panelist 8: Agreed. The format was clear and easy to follow, but it didn't help to convey the message effectively.
Moderator: What about the communication style? Was it appropriate?
Panelist 9: I don't think so. The presenter didn't engage with the audience, and the communication style was too formal and rigid.
Panelist 10: Yes, and the presenter didn't seem to take into account the different learning styles and preferences of the audience.
Moderator: Moving on to the writing style, did it read well? Were there any grammatical errors or spelling mistakes?
Panelist 11: The writing was okay, but it wasn't very engaging. It felt like a dry recitation of information.
Panelist 12: And there were a few grammatical errors and typos that distracted from the content.
Moderator: Finally, let's talk about the sentence and paragraph construction. Was it clear?
Panelist 13: I thought the sentences were too long and convoluted, which made it hard to follow the presentation.
Panelist 14: Yes, and the paragraphs were too dense and difficult to read.
Moderator: Thank you all for your insights. It sounds like there were several areas that could be improved for future presentations.