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COMM2281

Campaign and Sales Proposal Cheryl Anne Tan 3302345 Kelvin Chng 3302354 Lin Junhao 3302440 Wong Yong Lin 3302554


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Abstract This campaign and sales proposal is divided into 3 sections. First, it is the brief, the background of the course and SIM-RMIT. Followed by the overview of campaign, the ideation of the campaign, and the proposal campaign and its deliverables. Last but not least, it will be a detailed analysis of the campaign, our ideological message behind the campaign and the concepts that we have used from Theories of Communication and Persusion.. We have included our execution development and reference list/bibliography. Just a very brief summary of the proposed campaign, it is called “The Power to Influence� and it features memorable movie quotes that stayed with us through generations. We will explain further in detail about the entire proposal. We hope that this campaign and sales proposal will give you a deeper understanding of our proposed campaign.


The Proposal

3

The Brief

4

Background

5

About the course

About SIM-RMIT

Overview

Campaign Name

Campaign Summary

Campaign Objective

Campaign Target Audience

Conceptualizing

6–7

8–9

How DID we came up with the concept? WHy DID we came up with the concept?

The Campaign

Description of Campaign

Marketing Strategies & Execution Plan

Deliverables

3 Print Advertisements

TVC

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11 – 19

Event & Movie Ticket

Detailed Analysis of Campaign

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Description of Campaign

Connotation VS Dennotation

Chosen Media Text

Ideological Message Concepts used

21 22 – 23

Intertextuality

Globally Popular Genre

Anchorage

Paradigm

Execution Development Conclusion Refernce List – Biblography

24 – 25 26 27 – 28


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The Brief The course coordinator from COMM-2281: Theories of Communication and Persuasion is currently looking from new ways to promote the course. We are approached and our team’s task is to design a persuasive communication campaign for the course with the objective of promoting this course to prospective students in Singapore. On top of that, our proposed campaign should be identified and analyzed on how meanings and messages are produced through the use of specific strategies and conventions. In order to achieve that, we have drawn upon at least three concepts from what we have learn from the course, analyzed how the concepts work on our proposed campaign and applied in practice of our campaign and its deliverables.


Background About the course “This module offers students an introduction to a network of theories and concepts required for a critical understanding of communication and media. Students will develop an understanding of different theoretical approaches to conceptualizing and studying communication and will be given some experience in analyzing how these approaches influence the practice of communication in its social contexts. Students will develop understanding and appreciation of a network of theories and concepts required for a critical understanding of communication and media.” (Singapore Institute of Management, Outline of Modules, 2011) About sim–RMIT

RMIT, one of Australia’s original educational institutions, is the nation’s largest dual-sector university. A global university of technology based in Melbourne, RMIT enjoys an international reputation for excellence in work-relevant education and engagement with the needs of industry and the community. The strong professional and vocational focus of RMIT’s programmes produces some of Australia’s most employable graduates. RMIT has more than 70,000 students at its campuses in Melbourne’s central business district, in Brunswick and in Bundoora, and in Vietnam. The university also has strong links with partner institutions which deliver RMIT degree programmes in Singapore, Hong Kong, China and Malaysia, as well as research and industry partnerships on every continent. RMIT is a member of the Australian Technology Network and Global U8 Consortium. (SIM Global Education, RMIT University, 2011)

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Overview Campaign name The Power to Influence Campaign Summary This proposed campaign will consist of 3 print advertisements, one television commercial and a movie event. The goal of this campaign is to propel targeted student’s bodies’ interest in taking up the course and also to gain awareness. Crafted around theme “The Power to Influence”, it features notable movie quotes that stayed with us through the years. This campaign will definitely strike a chord with our target audience. Campaign objective Our objective of this proposed campaign is to influence potential students to take up the course as it will benefit them in understanding the foundation and usage of persuasive communication; the ability to be persuasive and create powerful messages so impactful that it sticks through generations. Also, we hope to show how persuasive communication has influenced our lives based on the past and present, in our society. We would like to promote this engaging course to prospective design students in Singapore in hopes that they will sign up and be part of the practice.


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Campaign Target Audience Our intended target audience are basically prospective communication design students. As the brief addresses to Singapore, our target audience are mainly catered to Singaporeans and Permanent Residents, aged 20 and above who are interested in communication and/or design.

image credit: http://breathe.sg

As quoted by Asia Pacific Connections, 2010, “Social media is a global phenomenon that is changing the way we interact socially using web-based technologies to enable interactive communication”. Hence, our target audience are usually internet savvy, have easy access to mass media such as television, radio, movies, music and games due to the advancement of technology. To further support this claim, another quote by Asia Pacific Connections, 2010, says “As one of the most advanced digital markets in the region, Singapore’s household broadband penetration rate stands at 168.7 per cent, says Internetworldstats.com.” They are also widely connected to the internet/ virtual society of Facebook, Twitter and/or Tumblr. The type of media they consume are overlapping traditional and digital mediums. However, we see a rising trend towards digital materials and they are highly exposed to global popular culture like movies. Research shows that “In June 2010, more than 3.7 million people in Singapore accessed the Internet from home and work locations, representing 78 per cent of the population. The combination of high broadband penetration, strong online engagement and the tech savvy nature of Singapore’s Internet users make it an ideal market for the adoption of existing and emerging digital technologies – including search, social media and online video.” and “To date, Facebook is the most popular social-media network with 2.4 million users in Singapore alone, whilst YouTube is the top video-sharing site.” (Asia Pacific Connections, 2010)


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Conceptualizing How did we came up with the concept? During our ideation process, we came up with a conclusion that as the first layer of persuasive communication, it is the idea of influence. According to Tamotsu Shibutani (1986: 411), “Unlike communication that facilitates coordination among parties to a cooperative undertaking, persuasive communication is intended to influence the audience to do something that will benefit the speaker.” Our initial idea was to have a campaign based on speeches from highly influential politicians and historic figures. However, judging our target audience profile, we came to a conclusion that the campaign would deem to be too serious with an impression of the course being a history class instead of Theories of Communication and Persuasion. [Refer to fig. a (influential print ad draft)] Therefore, incorporating to their profile based on the type of media they consume and the rising trend of exposure to digital materials and global popular culture, we used the context of movies based on their daily exposure and connection to the Internet and virtual societies as shown in the research of our target audience’s profiles. Perloff (2003: 8) mentions that persuasive communication is a symbolic process in which communicators try to persuade other people to change their attitudes or behaviours regarding an issue through the transmission of a message, we have examine and work out a resolution in combining persuasive communication with global popular culture (action movies) by using famous quotes and dialogues, as they interrelate to what persuasive communication is all about. Our initial chosen quotes were, “May the force be with you,” “To infinity... and beyond!” and “With great power comes great responsibility.” However, after our team’s deliberation, we have decided to replace “To infinity... and beyond!” by Toy Story, 1995 with a suitable quote from the movie 300, 2006 – “Give them nothing but take from them everything!” Therefore, the finalised quotes are: “May the force be with you.” - Star Wars 1977 “Give them nothing but take from them everything!”- 300, 2006 “With great power comes great responsibility.” - Spiderman, 2002


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WHY did we came up with the concept? Using “The Power to Influence” as a key concept, it acts as a base to influence our target audience’s minds so that our message will be sent across clearly and successfully. In terms of media and mass communication, the main ‘tool’ of attracting the crowd, or in this case, our target audience profile, is through means of influencing. We came to this concept with a main aim to intrigue, and not to give everything away. Of course, we understand that persuasive communication is not just about influencing. Persuasive Communication itself is a wide topic and we decided to focus on just one aspect, which is the concept of influencing, so as to bring out the essence of it. We came up with this concept partly because we live in an easily influenced modern society where we are heavily influenced by mass media and exposure to pop culture. Therefore, under the context of movies, we settled on using famous quotes and dialogues as they interrelate to what persuasive communication is all about. The three chosen quotes have been heard throughout the world and have stayed with us even up to date. They have survived through the mass media industry and to our everyday life.


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The Campaign Description of the proposed campaign This campaign seeks to attract students by using a series of powerful and memorable quotes from top 100 movies (Culture Magazine, 2009) as examples of communication and persuasion. An easily relatable campaign allows it to achieve its intended primary objective of getting prospective students to sign up for the course. By using globally popular genre to convince students to join the course, they can expect to acquire the skill sets to create powerful and influential messages. Marketing Strategies & Execution Plan The marketing campaign will stretch for a period of 5 weeks prior to the start of the semester to fully engage the audiences. 3 different medias will be used, print, television (above the line) and a campaign event (below the line) Campaign injection plan - Timeline Week 1

Week 2

Week 3

Week 4

Week 5

Print

Launch of print advertisements in school’s noticeboards

Print advertisements placed in student’s studio

Continuous exposure of print adverts in school campus.

Continuous exposure of print adverts in school campus.

Continuous exposure of print adverts in school campus.

Television Commercial

TVC on http:// www.simge. edu.sg

TVC on BDCD’s FaceBook and Twitter page

Continuous exposure of TVC through social media and official web.

Continuous exposure of TVC through social media and official web.

Continuous exposure of TVC through social media and official web. Event day – Free movie tickets for first 50 who attends!

Free Movie Ticket Event invitation

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Event invite given to selected student group - current

Event invite released for student – mass body

Course coordinator will be giving a course introductory before the start of the event.

The expected turnout rate for the free movie ticket event is projected at 100 prospective SIM GE students.


Deliverables We have chosen these three main platforms (print, TVC and event) in hopes of grabbing our target audience’s attention so as to make them feel intrigued by the course. We will further explain the details of our proposed deliverables in the next few paragraphs.

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DELIVERABLES #1 – Set of three posters A set of three posters have been designed with a general art direction so that they will look cohesive when placed side-by-side or far apart. As you can see the similarities in the posters, all three have their own individual quotes directly in the center, with a tagline, “The Power to Influence. Understand it. Master it.”, showing how this course will provide one with a comprehensive understanding of the significance and impact of persuasive communication. One will understand not only how mass media communication message is constructed but also learn to evaluate its effectiveness. One will acquire skills that allow one to create influential messages, which will impact their audience. Apart from that, the background of the posters are all in relation to the movies they come from which are mainly action shows. They touch on what we remember them by and how we are influenced to think that way. The point is proven as written by Trevor Coffrin on David Humes Association of Ideas (Hubpages, 2011) “Similarly, contiguity in time or place is a connecting principle of ideas because the thought of a particular object or event might lead one to think of another object or event closely related in either time or place. For example, when our intended target audience sees the Spiderman quote, the first thing it leads the audience to is the Spiderman costume which is also clearly shown in the poster. These thoughts are then connected to the movie itself whereby everything occurred during the movie screening in the cinema.


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DELIVERABLES #2 – TVC Relating back to the print advertisements, the TVC reinforces the notion of “The Power to Influence”. This TVC explains how a simple message conversed, can shape the entire movie and hence, seen as a form of influence.


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DELIVERABLES #3 – Event & Movie Ticket As part of the promotional campaign, invites will be given out to our intended target audience who are prospective students. They will be able to exchange for one free movie ticket voucher. This free movie ticket voucher can be exchanged at a participating Cinema in Singapore. Students will then attend the event with the proposed date, time and venue. They will have to sit through a 10-minute course presentation by our course coordinator, Miss Sufern Hoe. After which, they can exchange the free movie ticket pass for an actual movie ticket voucher. To further intrigue them, it is stated in the free moving ticket pass that there are only 50 free movie tickets available for exchange. This will entice them to not only come for the talk, but to be punctual as well.


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Detailed Analysis of Campaign The Campaign Based itself on the concept of globally popular films, the deliverables are created in a manner which best answers the brief and brings across the ideological message well. We all love movie experiences, especially really good ones like Star Wars, Spider Man and 300. It was talked about when it launch, even the remakes (Star Wars & Spiderman) but what makes it so popular? We dug further into each movie and find out the essence of what defines each movie. We realized that eventually it was a phrase – short, simple and concise, that somehow shapes the whole movie. That finding is something we have to share with people, how did they manage to do it? The answers are revealed in the posters. Connotation VS Denotation As described in Michael O’Shaughnessy and Jane Stalder, Media and Society: An introduction, “Semiology suggests that all communication is based on sign system. Signs work on the basis that the sign stands in for, or represents, something else-the meaning, concept, or idea to which it refers”. We will observe that in the deliverables in the campaign, they all contain different text but it will all be able to communicate the ideological message. Looking deeper into the series of print advertisements and breaking it down, we have signs to make up the intending message that we want to bring across to our target audiences. As covered in the lecture, “every sign consist of a signifier and signified” (Sufern Hoe: Comm 2281, Lecture 3). For each poster, we have the background image and the movie quotes as the main focus. These are indexical signs that have a relationship between the signifier and signified based on existential link. “May the Force be with you” poster features a space background, formatted movie quotation and footer. The quotation and background works together. First look, the background denotes the understanding that this advertisement content is something related to space and aliens. It is then reinforce with the movie quote from Star Wars, which instantly clicks with our target audience that allows them to understand the layer of our intended message – popular movie quotes we remember. Moving downwards we see the copy “The Power to Influence. Understand it. Master It.” and further down below the footer features the course information and logo. All these 4 items then forms a syntagmatic relation to bring across the ideological message. Chosen media Text – The 3 quotes If we look at all 3 posters in the series, they are all examples related to the phrase “The Power to Influence”. If we were to re–arrange the sequence of text, it will still work as part of the commutation test, as introducing new examples of powerful quotes from movie will also bring across our ideological message. We observe consistency of signs used throughout the campaign visuals, the logos and theme of “movie” is set across the stationaries including television spot. This allows the campaign to speak a cohesive voice and at the same time it creates a brand identity and association for the course.


Ideological Message Ideology is used to refer to our ideas and beliefs, the collective and common ideas and beliefs of the whole culture. To put it more forcefully, cultural studies understands ideology as the network of ideas and beliefs through which culture as its members order, represent and make sense of reality. (Farmer, 2003) In simple terms, an ideology is a set of ideas or beliefs that shapes one’s goal, expectations and actions. Our ideological message behind this campaign is: when our intended target audience joins this module, they will acquire the skill sets to create influential messages. Theories of Communication and Persuasion, being the hegemonic power over the students, naturalized the ideology in them that it is possible to create influential messages by joining the course. This is reflected in our campaign posters and TVC. From the 3 campaign posters and TVC, we have used 3 movies quotes/dialogue that reflect the module, COMM2281, Theories of Communication and Persuasion. “May the force be with you.” - Star Wars, 1977 “Give them nothing and take from them everything.” - 300, 2006 “With great power comes great responsibility.” - Spiderman, 2002 On top of that, after reading or seeing the quotes, it is then supported by the tagline, “The power to influence. Understand it. Master it.” which means, the quote is equivalent to “The power to influence” and the intended target audience would understand it, masters it after joining this course.

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The Concepts Used Intertextuality Our campaign uses intertextuality as the key concept to get our target audience’s attention. To draw and also create a connection between the message of our campaign to the audience, we thought of creating a form of relation so that our audience will be able to understand and get our message, as stated by Michael O’Shaughnessy and Jane Stadler (2005, p17) ‘The process of knowingly borrowing and referring to other texts, or interpreting one text in the light of other related text.’ Using the reference popular movies, in this case Spiderman, 300 and Star Wars was our strategy. We basically implemented the famous quotes from the movie as in relation to the message that we are sending through, ‘The Power to Influence’. From the quotes and the imagery theme of the three movies, our target audience will understand that once they join the course, they will be able to create words or phrases like those in our campaign. Another key relation of the movies we have chosen is the intended age of our target audience. Our target audience is basically teenage students whom have definitely seen 2 out of the 3 movies we have selected, for example Star Wars. The quote ‘May the force be with you.’ Has not only been used in the movies but in actual fact has been used in many other shows or even other advertisement as well. This would basically already set an interest to our intended target audience and that is the first step of a successful campaign. Globally popular genre In reference to Lewis (2007, p9), he states that ‘popular culture transformed the individual into a pseudo or false individual who would slavishly follow fashion and the dictates of the powerful culture industries.’ Star Wars, 300 and Spiderman are basically one of the most talked about movies amongst our intended target audience. We basically chose action movies because they actually are one of the more impactful and memorable genres. As much as the movies have influence people all around the world, we realised that it was our intended direction we want to give our target audience as well. In these 3 movies, it is all about achieving something in the end, which is what we want our target audience to get from the course, to achieve the power to influence.


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Anchorage We have implemented this concept in the viewpoint of the three advertisements as a whole. We want to let our audience know that the three advertisements is in relation to each other as well and the message of our campaign would be build up in their minds once they have seen all three advertisements. We used this concept is to basically reinforce the message and the ideology we are intended for the target audience. Mainly, all three advertisements will have a quote and its details in the middle at the same placement using the same font. The background behind the three quotes is different but it is in relation to the movies they come from, thus creates a same feel of the popular movies throughout. The phrase ‘Sign up.’ and the details of the course have been repeatedly place throughout the advertisements so that audience would have a rough understanding of what the advertisement is about and to give them information of the course. Logos of RMIT, SIM and mainly Theories of Communication & Persuasion have also been repeated throughout the 3 advertisement, thus to have credentials and also reinforce the course to the target audience. Paradigm The paradigm of our three advertisements is actually not in each it’s own but is actually three as a whole. The three advertisements are basically a paradigm of our ideological message; ‘The power to influence.’ Throughout the three advertisements we used different quotes from different movies and we also uses different backgrounds as a visual to relate to the particular quotes but however the ideology is identical. When our target audience takes a look at all three advertisements, they will realize that they all are quotes that represent ‘Power’ which is the objective of our campaign.


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Execution Development Initial Idea Execution Based on the idea of highly influential people, we have chosen the 3 most influential people in history – Hilter (TIME, 1939), Steve Jobs and Barack Obama (TIME, 2010) for our print advertisements.

fig. a (influential print ad draft)

Finalised Idea Execution – Poster Drafts After much brainstorming, we realized from our intended target audience profile, the intial idea would seem too serious for them. Therefore, we have decided to use movies, something, easily relateable. This set of posters are done before the finalisation of the 3 quotes. It is a mere draft of style.

fig. b (movie print ad draft 1 – colour based)


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fig. c (movie print ad draft 2 – images based)

Finalised Idea Execution – Images Due to copyright infringement, our team recreated the images we referenced from the internet. Below is a comparison of out self–generated images and the references images.


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Conclusion We hoped that this proposal has provided you with the necessary details and information about this campaign. Through the proposed campaign with precise planning and execution, we are confident that this campaign will seek to reach out to the right target audience. It has been our pleasure to work on this brief and the overall learning experience was very enriching.


Reference List – Biliography Page 5: About the course & SIM–RMIT SIM Global Education, 2011, Brief Outline of Modules. [online] Available at: <http://www. simge.edu.sg/idc/groups/ge_partner_uni_rmit/documents/downloadable_file/idcpub003116.pdf> [Accessed 14 March 2011] RMIT University, 2011, RMIT University [online] Available at: <http://www.simge.edu.sg/ gePortalWeb/appmanager/web/default?_nfpb=true&_st=&_pageLabel=pgPUniDetails&fid=Disc over+SIM+GE%2FPartner+Universities%2FRMIT+University%2C+Australia%2F> [Accessed 14 March 2011] Page 7: Campaign Target Audience Asia Pacific Connections, 2010. Social Media Trends And Advances in Asia-Pacific (Regional Perspectives Article) [online] (Updated August 2010) Available at: <http://www.apconnections.com/ thought-leadership/> [Accessed 16 April 2010]. Page 8 – 9: How did we came up with the concept Tamotsu Shibutani, “Social Processes” in An Introduction to Sociology (Berkeley and los angeles, California: University of California Press, 1986), pp. 1-580 Perloff, R.M. 2003. The Dynamics of Persuasion: Communication in the 21st Century, 2nd ed. (New Jersey: Lawrence Erlbaum Associates, 2003) p. 8 Page 10: Description of the proposed campaign Culture Magazine, 2009. Top 100 Films of the Decade. [online] Available at: <http:// culturemagazine.ca/> [Accessed 25 December 2009]. Page 12 : Deliverables #1 – Set of 3 Posters Trevor Coffrin, 2009. David Hume’s Association of Ideas. [online] Halifax, Nova Scotia (Published 2009) Available at: <http://hubpages.com/hub/Hume-Association-of-Ideas>[Accessed 18 March 2011].

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Page 20: Connotation VS Denotation Michael, O and Jane Stalder, Media and Society: An Introduction: Oxford University Press 2005. Sufern, H., 2011. Semiotics as a method of visual persuasion, COMM 2281, RMIT University. Page 21: Ideological Message Farmer, Brett, 2003. The Ideologies of Everyday Life, Interpreting Everyday Culture, ed. F. Martin (London: Arnold, 2003) Page 22 - 23: Intertextuality & Globally popular genre Michael O’Shaughnessy and Jane Stadler, 2005. Media and Society: An Introduction. Oxford University Press. Lewis, 2007. Cultural Studies: Contemporary Culture, Cultural Studies and the Global Mediasphere. Page 24: Initial Idea Execution Adolf Hitler: Man of the Year, 1938 - TIME. Breaking News, Analysis, Politics, Blogs, News Photos, Video, Tech Reviews - TIME.com. Available at: <http://www.time.com/time/magazine/ article/0,9171,760539-7,00.html> [Accessed 17 Mar. 2011] Moore, MICHAEL . “The 2010 TIME 100 - TIME.” Breaking News, Analysis, Politics, Blogs, News Photos, Video, Tech Reviews - TIME.com. Available at: <http://www.time.com/time/specials/ packages/0,28757,1984685,00.html> [Accessed 17 Mar. 2011]

comm and persuasion  

mockup of the book

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