BTEC Level 3 National Business

Unit 4 Assignment Brief

Helpsheet

Assignment 2 – Corporate Communications

You have been asked to look at the John Lewis Christmas advert from 2011, called the ‘Long Wait’. Commercially, it was a very successful advert. Your task is to feedback to the rest of class explaining why the advert was so successful and popular.

For a PASS (P2) -You need to provide this information in 3 ways:

  1. Create & Deliver a verbal presentation to the class explaining why the advert was so successful (evidence is required here, not just opinion)

Suggestedpower point presentation outline:

  • Slide 1 – Title/appropriate image
  • Slide 2 – Introduction – who is the audience (for example, Board of directors for John Lewis) and why a verbal presentation is appropriate
  • Slide 3 – Brief description of the ad (name, purpose)
  • Slide 4 – At least 4 reasons why it was successful using evidence

(Remember the slide should just have the bullet points, the explanation should be underneath in the notes pages)

  1. Create a report(on word) that provides a detailed breakdown of the viewing figures of the advert and the popularity of the advert virally, via views and shares through sites like YouTube (this can be done using your choice of numerical charts)

Suggested report layout:

To:Marketing Director at John Lewis

From:Your name, Social Media Assistant

Date:18/07/15

Subject:‘The Long Wait’ – Viral success

Introduction:

Explain what the report is about and who it is for?

Provide a detailed breakdown of the viewing figures of the advert

State the popularity of the advert virally, via views and shares through sites like YouTube

Then explain why this report is appropriate?

Use the links below to explain the success of the ad using the viral chart figures (views, shares etc.)

  1. Create a leaflet in which you put forward ideas for the new Christmas advert, focussing on the potential market and advert themes

Look over the latest John Lewis Christmas ads (2012-2014) and see if you think there is a theme that they are trying to follow (emotion, family etc.) Using your research, create a leaflet (webpage if you can) to show ideas for a new Christmas advert. Think about the message you want to get across and then how you think it could be done (storyline, characters etc.)

On the other side of the leaflet you will need to explain who the audience is and why a leaflet is an appropriate method of communication.

For a PASS (P3)

Your task is to now create a corporate communication for John Lewis. You are going to do this in the form of a poster advertising their Christmas campaign 2011. Your audience is the John Lewis customers and potential customers.

On this poster you must:

  • Include all the relevant information regarding John Lewis and their values:
  • Mission Statement (‘John Lewis is committed to offering excellent service and a quality product range’)
  • Include a strapline (‘Never knowingly undersold’)and their logo
  • Have the correct detail regarding the business and Christmas time
  • Use the correct colour schemes (livery)

The poster does not have to be artistically brilliant, but it must contain the correct information. When it has been printed, annotate it explaining each point of the poster and why you have chosen to do it in that way.

For a PASS (P4)

One of the directors at your marketing firm has just left to join the board of high street supermarket Morrisons. One of the new members of staff asks why Morrisons would take your firm’s marketing director. You explain that Morrisons has very good corporate communications and that your old marketing director is somebody who would fit well within their business.

To further explain this to your colleague, evaluate the external corporate communications of Morrisons. You will do this in the form of awritten report.

Suggested report layout:

To: John Lewis partners

From:Your name, Marketing Assistant

Date:18/11/14

Subject:Case Study – External Corporate Communications at Morrisons

Introduction:What is the report about? Who is it for? Why a report is appropriate?

You must therefore, choose onepiece of corporate communication used to advertise a Morrison’s product/service from their website and evaluate the following bullet points 3-8 in relation to that product:

  1. Methods of communication
  2. Mission statements
  3. Advertising – choose a particular product / service – how is it advertised? Is it good? How could it be improved?
  4. Packaging – choose a particular product / service- describe the packaging? Is it good? How could it be improved?
  5. Livery – choose a particular product / service -what is the livery? Is it good? How could it be improved?
  6. Straplines – choose a particular product / service -what is the strapline? Is it good? How could it be improved?
  7. Endorsements – choose a particular product / service -what endorsements does the product/service have? Are they good? How could they be improved?
  8. Sponsorships – choose a particular product / service – is the product/service sponsored? If so, who by? Is it successful? If not, could it be? By who?

You may find the following websites helpful with understanding Morrison’s corporate communications. Please see below:

However, although pulling extracts out of these website pages will be good, you must remember that you are mainly looking at what Morrison’s do for your chosen product.

For a DISTINCTION - D2- Create a report that evaluates the effectiveness of business information and its communication as key contributors to the success of an organisation, using examples to illustrate your points.

  • Select businesses that have excellent communication and information management systems.
  • Explain why these systems help the business to be successful
  • Make comparisons between businesses
  • Explain why excellent communication within a business and to its customers leads to success – use examples
  • Explain what would happen to businesses if they did not use information properly – use examples

1