Media Plan
Assignment 2:
Each student develops a media plan based on a client brief. One or more briefs will be provided by an external client/s in class. These will identify an issue or problem within the client organisation that the media plan is intended to address. The plan should outline a response to the issue or problem including research, objectives, tactics and Assessment using the BROPE model (see below). This will include the planning for your media assets in assignment 3 (portfolio)
Task Description:
Media Plan
In media work “to be most effective, we need to have a plan” (Johnston & Rowney 2018, p. 109). You are required to develop a media plan using the ROPE process model from the text. This will be a response to a challenge/issue/problem presented by your client, OzHarvest (see OzHarvest brief in separate document).
Your basic ROPE plan (outlined below) will be supplemented by a Brief at the start of the Plan, which you will adapt and summarise from the main, extended client brief. Your Plan should be referenced using APA referencing.
Your plan will be a stand-alone document but will also be used to Help in planning your Media Assets (Portfolio, Assignment 3). The two items should work together. The plan requires you to be strategic, systematic and organised in your approach to your media production, and explains how you plan to respond to the brief.
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Please note: In your planning process please be mindful of the originality requirement of all items. All content in the Portfolio must be original or copyright-free. This means you should write an original script, use original footage and photography (or copyright free), develop an original Infographic/factsheet, and develop an original media release/pitch. This should be considered in the planning process. Please cross-reference the Media Asset (Portfolio) assessment sheet prior to completing and submitting the Media Plan.
Media Plan for OzHarvest
Brief:
OzHarvest is a non-profit organisation that collects excess food from commercial outlets and delivers it to charities that support vulnerable people. The challenge presented to us is to raise awareness about food waste and encourage donations to OzHarvest.
Research:
To understand the problem, we will conduct research on the food waste issue in Australia, including statistics and trends. We will also research the target audience’s attitudes and behaviours towards food waste and charitable donations.
Objectives:
Increase awareness of food waste and OzHarvest’s mission by 50% among the target audience.
Increase donations to OzHarvest by 20%.
Increase social media engagement by 30%.
Planning:
Target audience: Our primary target audience is environmentally conscious adults aged 25-44, who are active on social media and have an interest in sustainable living. Our secondary audience is corporate organisations who have excess food that they can donate to OzHarvest.
Key messages:
a. Food waste is a significant problem in Australia.
b. OzHarvest is a solution that rescues excess food and delivers it to those in need.
c. Donating to OzHarvest is an easy way to make a difference.
Tactics:
a. Social media campaign: We will create a social media campaign that includes shareable graphics, videos, and infographics that educate people on the issue of food waste and OzHarvest’s mission. We will use relevant hashtags to increase visibility and engagement.
b. Corporate outreach: We will reach out to corporate organisations and encourage them to donate their excess food to OzHarvest. We will also work with them to create a social media campaign to promote their involvement with OzHarvest.
c. Event: We will organise an event that raises awareness about food waste and highlights OzHarvest’s mission. The event will include a cooking demonstration using rescued food, a panel discussion with industry experts, and a call to action to donate to OzHarvest.
d. Media release: We will issue a media release to relevant media outlets, highlighting the issue of food waste in Australia and OzHarvest’s mission.
Budget:
a. Social media campaign: $10,000
b. Corporate outreach: $5,000
c. Event: $20,000
d. Media release: $2,000
Assessment:
a. Awareness: We will measure awareness through pre and post-campaign surveys.
b. Donations: We will track donations and compare them to previous periods.
c. Social media engagement: We will track engagement metrics on social media platforms.
References:
Johnston, J., & Rowney, J. (2018). The communication strategy framework. In The public relations handbook (pp. 109-128). Routledge.
