As one of the largest retailers in the country, providing clothing items to those in need had long been a natural extension of Carrefour’s philanthropic initiatives. While other retailers had also developed programs focused on donating clothes to people in need, Carrefour needed a way to stand out from competitors t.
Carrefour learned of a less talked about and recognized apparel need: low-income families and laborers were suffering from a shortage of shoes. To get a better understanding around the need, Carrefour commissioned a comprehensive audit of secondary research among low-income families and laborers.
The audit found that lack of access to basic items such as shoes is a pressing issue among low-income families and their children, and not having these basic items is believed to have a detrimental impact on children’s emotional wellbeing and potentially their outcomes in school and life. Understanding that this was indeed a real issue, Carrefour and the nonprofit organization partnered together towards the goal of developing a solution that would have a real impact and set program strategies:
● Quantify the issue through data: In addition to the audit, conduct further study to develop the right strategy to combat the issue.
● Unveil the issue through the right content vehicles and partners: Create compelling content, along with the right storytellers to share to help educate on this issue, which had only been minimally discussed in the public domain.
Carrefour decided to implement a campaign called “Pair Up with Carrefour”. For every pair of shoes purchased, Carrefour would donate a pair to low income families/individuals.
Task –
You have been entrusted with the task of creating a Podcast for customers. You are required to create a FIVE minutes Podcast for your organization that will reinforce the theme “Pair Up with Carrefour”
Additionally, you should create a short organizational plan in a visually appealing or infographic form which will then help you to create a Podcast. When working on this project, you should draw materials studied in the course. There should be clear evidence that the project has been carefully thought out.
The Podcast should sound realistic and meeting the company’s corporate communication objectives. The aim of such a project is to give you the opportunity to consider the importance of Podcasting as a new trend in corporate communications.
Deliverable I – Strategy Plan Book (CLO1) – 30 marks
Students should show knowledge of the organization chosen, including its history, structure, culture, etc. You should provide the following:
Situational Analysis that describes
a. The situation that calls for the organization’s campaign, using new communication trends.
b. Assessment of the current communication efforts (e.g., strategies, tactics and channels of communications).
c. The deep-seated issues/problems that you want to address?
Audience Analysis
a. Who are the target audience for your Podcast?
b. How are the audience segmented (e.g., demographically, psycho-graphically, geo-graphically, by position, etc.)?
Goals/objectives
a. What are the goals and objectives?
b. What are the expected outputs and outcomes?
c. Be sure to follow the SMART guidelines in writing the goal/objective statements.
Message Platform/Key Messages
a. Are there any key messages that you want to communicate to the audience?
b. What do you want them to know, remember, think about, or do?
c. Strategy: Identify the strategy or strategies for the communication plan. What are the overall concepts, approaches, or general plans to achieve the goal(s) and objectives?
Tactics/Channels
a. Your Podcast should be conversational,
b. It should have practical value to your audience of your choice
c. List other appropriate tactical tools that can be used in addition to required podcast (you do not have to create them)
Deliverable II: Podcast (CLO2)
Podcasting Guidelines:
STEP ONE: Pick the most appropriate content area to focus on
STEP TWO: Create a podcast that somehow helps to illustrate the topic that you have chosen. Be sure to refer to the rubric by which your podcast will be assessed.
Podcast Requirements:
• Your podcast must be at least 5 minutes in length (no more than 10 minutes total).
• Your podcast MUST include all of the following:
• An introduction
• Some background music/sound effects in the podcast somewhere
• At least two people speaking (to increase auditory interest)
• A conclusion
It will be graded on Content and Organization (5 marks) ; Audio Design/Narrative impact (5 marks) , Language Use, Voice projection and Professional dialect (5 marks) and Creativity which includes interview quality (5 marks)- Total 20 marks.
STEP THREE: When finished, upload (a) the podcast, (b) the accompanying paper with the strategy plan and (c) your presentation with 5 Powerpoint slides containing the strategy plan to me via the assignment link.
STEP FOUR: Appear for Presentation and VIVA/ORAL DEFENSE on designated date . The presentation is worth 20 marks. The oral defense is worth 30 marks.
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