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Created byLucas Smith

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Marketing Campaign: Promoting Local Businesses

Grade 7English10 days

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Inquiry Framework

Question Framework

Driving Question

The overarching question that guides the entire project.How can we, as marketing consultants, develop and implement a comprehensive marketing campaign that effectively persuades a target audience to engage with a local business, considering the impact of different advertising mediums and persuasive techniques?

Essential Questions

Supporting questions that break down major concepts.

How do marketing campaigns influence consumer behavior?
What are the key components of a successful marketing campaign?
How can we effectively target a specific audience with our marketing efforts?
How do different advertising mediums impact the reach and effectiveness of a campaign?
How can we use persuasive language and visuals to create a compelling marketing message?

Standards & Learning Goals

Learning Goals

By the end of this project, students will be able to:

Students will be able to identify the target audience and analyze their preferences.
Students will be able to develop marketing strategies and tactics.
Students will be able to create marketing materials using persuasive techniques.
Students will be able to implement and evaluate a marketing campaign.
Students will be able to present their marketing campaign to a panel of judges.

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Portfolio Activities

These activities progressively build towards your learning goals, with each submission contributing to the student's final portfolio.

Activity 1

Business Background Check

Students will select a local business and conduct preliminary research to understand its products/services, current marketing efforts, and target audience.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Brainstorm a list of local businesses that could benefit from a marketing campaign.

2. Select one business from the list and obtain permission to work with them for the project.

3. Conduct online research and, if possible, visit the business to gather information.

4. Write a brief background of the business, including its mission, values, and offerings.

5. Analyze the business's current marketing efforts (e.g., website, social media, advertising).

6. Identify the business's existing target audience and analyze their demographics and preferences.

7. Compile the research into a one-page report.

Final Product

What students will submit as the final product of the activityA one-page report summarizing the business's background, current marketing strategies, and initial target audience analysis.

Alignment

How this activity aligns with the learning objectives & standardsAligns with ELA standards related to persuasive writing, research, and presentation skills.

Activity 2

Target Audience Deep Dive

Students will dive deep into understanding the target audience for their chosen business. They will create detailed profiles of potential customers, considering demographics, interests, and needs.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Review the initial target audience identified in Activity 1.

2. Conduct further research to gather more specific information about potential customers (e.g., surveys, interviews, online research).

3. Identify 2-3 distinct segments within the target audience.

4. For each segment, create a detailed profile (persona) that includes: Name, Age, Occupation, Interests, Needs/Pain Points, Media Consumption Habits.

5. Include a photo or illustration to represent each persona.

Final Product

What students will submit as the final product of the activityThree detailed target audience profiles (personas) that include demographic information, interests, needs, and media consumption habits.

Alignment

How this activity aligns with the learning objectives & standardsAligns with ELA standards related to identifying and understanding different target audiences.

Activity 3

Message Crafting Magic

Based on their understanding of the target audience, students will develop key marketing messages that resonate with each persona. They will experiment with different persuasive techniques (e.g., emotional appeal, logical reasoning, celebrity endorsement).

Steps

Here is some basic scaffolding to help students complete the activity.

1. Review the target audience personas created in Activity 2.

2. Brainstorm potential marketing messages that would appeal to each persona.

3. Experiment with different persuasive techniques to craft compelling messages.

4. Select the 3-5 strongest messages for each persona.

5. Write a rationale explaining why each message is likely to be effective, considering the persona's needs and interests.

Final Product

What students will submit as the final product of the activityA document outlining 3-5 key marketing messages tailored to each target audience persona, along with a rationale for the chosen persuasive techniques.

Alignment

How this activity aligns with the learning objectives & standardsAligns with ELA standards related to creative writing and persuasive techniques.

Activity 4

Material World

Students will translate their marketing messages into tangible marketing materials, such as social media posts, print ads, or video scripts. They will consider the strengths and limitations of different advertising mediums.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Choose three different advertising mediums to focus on (e.g., social media, print, video).

2. For each medium, select a specific format (e.g., social media post, print ad, video script).

3. Translate the marketing messages from Activity 3 into compelling content for each format.

4. Incorporate visuals and design elements that are appropriate for the target audience and the chosen medium.

5. Ensure that all marketing materials are consistent with the business's brand and image.

Final Product

What students will submit as the final product of the activityA portfolio of marketing materials for at least three different advertising mediums (e.g., social media, print, video), tailored to the target audience and aligned with the key marketing messages.

Alignment

How this activity aligns with the learning objectives & standardsAligns with ELA standards related to multimedia composition and presentation skills.

Activity 5

Campaign Launch Presentation

Students will present their marketing campaign to a panel of judges (e.g., teachers, local business owners). They will explain their research process, target audience analysis, marketing strategies, and creative executions.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Organize the materials created in Activities 1-4 into a coherent presentation.

2. Develop a clear and engaging narrative that explains the marketing campaign's rationale and key elements.

3. Practice the presentation to ensure a smooth and confident delivery.

4. Prepare visual aids (e.g., slides, prototypes) to enhance the presentation.

5. Deliver the presentation to the panel of judges.

Final Product

What students will submit as the final product of the activityA polished presentation that effectively communicates the marketing campaign's goals, strategies, and creative elements.

Alignment

How this activity aligns with the learning objectives & standardsAligns with ELA standards related to presentation and public speaking.

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Rubric & Reflection

Portfolio Rubric

Grading criteria for assessing the overall project portfolio

Marketing Campaign Portfolio Rubric

Category 1

Business Background Research

Assesses the student's ability to research and summarize key information about a local business.

Criterion 1

Business Background

Quality of the business background report, including the mission, values, and offerings.

Exemplary

4 Points

Report provides a detailed and insightful background of the business, clearly articulating its mission, values, and offerings with exceptional clarity and depth.

Proficient

3 Points

Report provides a thorough background of the business, clearly articulating its mission, values, and offerings.

Developing

2 Points

Report provides a basic background of the business, but lacks detail or clarity in articulating its mission, values, or offerings.

Beginning

1 Points

Report provides a superficial or incomplete background of the business, with limited information on its mission, values, or offerings.

Criterion 2

Marketing and Audience Analysis

Analysis of the business's current marketing efforts and target audience.

Exemplary

4 Points

Analysis demonstrates a sophisticated understanding of the business's current marketing efforts and target audience, offering insightful observations and recommendations for improvement.

Proficient

3 Points

Analysis demonstrates a thorough understanding of the business's current marketing efforts and target audience.

Developing

2 Points

Analysis demonstrates a basic understanding of the business's current marketing efforts and target audience, but lacks depth or critical insight.

Beginning

1 Points

Analysis demonstrates a limited understanding of the business's current marketing efforts and target audience.

Criterion 3

Clarity and Organization

Clarity and organization of the one-page report.

Exemplary

4 Points

Report is exceptionally clear, concise, and well-organized, presenting information in a logical and engaging manner.

Proficient

3 Points

Report is clear, concise, and well-organized.

Developing

2 Points

Report is generally clear and organized, but may contain some areas that are confusing or difficult to follow.

Beginning

1 Points

Report is unclear, disorganized, and difficult to follow.

Category 2

Target Audience Analysis

Evaluates the student's ability to conduct in-depth research and develop detailed profiles of potential customers.

Criterion 1

Customer Research

Depth of research into potential customers, including the use of surveys, interviews, and online research.

Exemplary

4 Points

Research demonstrates exceptional depth and rigor, utilizing a variety of sources and methods to gather comprehensive information about potential customers.

Proficient

3 Points

Research demonstrates thoroughness, utilizing a variety of sources to gather information about potential customers.

Developing

2 Points

Research demonstrates basic effort, but relies on limited sources and methods to gather information about potential customers.

Beginning

1 Points

Research is superficial and incomplete, with minimal effort to gather information about potential customers.

Criterion 2

Audience Segmentation

Identification of distinct segments within the target audience.

Exemplary

4 Points

Identifies 3 distinct and well-defined segments within the target audience, demonstrating a sophisticated understanding of customer segmentation.

Proficient

3 Points

Identifies 2-3 distinct segments within the target audience.

Developing

2 Points

Identifies 1-2 poorly defined segments within the target audience.

Beginning

1 Points

Fails to identify distinct segments within the target audience.

Criterion 3

Persona Quality

Quality and completeness of the target audience profiles (personas).

Exemplary

4 Points

Profiles are exceptionally detailed and insightful, providing a comprehensive understanding of each persona's demographics, interests, needs, and media consumption habits. Profiles are visually appealing and engaging.

Proficient

3 Points

Profiles are detailed and informative, providing a clear understanding of each persona's demographics, interests, needs, and media consumption habits.

Developing

2 Points

Profiles are incomplete or lack detail, providing a limited understanding of each persona's demographics, interests, needs, or media consumption habits.

Beginning

1 Points

Profiles are superficial and lack essential information, failing to provide a meaningful understanding of each persona.

Category 3

Message Crafting

Assesses the student's ability to craft compelling marketing messages that resonate with the target audience.

Criterion 1

Message Relevance

Relevance and appeal of the marketing messages to each persona.

Exemplary

4 Points

Messages are exceptionally relevant and appealing to each persona, demonstrating a deep understanding of their needs, interests, and motivations.

Proficient

3 Points

Messages are relevant and appealing to each persona.

Developing

2 Points

Messages are somewhat relevant to each persona, but may lack a strong appeal.

Beginning

1 Points

Messages are irrelevant or unappealing to the target personas.

Criterion 2

Persuasive Techniques

Effectiveness of the persuasive techniques used in the messages.

Exemplary

4 Points

Persuasive techniques are used masterfully to create compelling and highly effective marketing messages.

Proficient

3 Points

Persuasive techniques are used effectively to create compelling marketing messages.

Developing

2 Points

Persuasive techniques are used inconsistently or ineffectively, resulting in weak or unconvincing marketing messages.

Beginning

1 Points

Persuasive techniques are not used or are used inappropriately, resulting in ineffective marketing messages.

Criterion 3

Rationale Quality

Quality and clarity of the rationale explaining the effectiveness of each message.

Exemplary

4 Points

Rationale is exceptionally clear, concise, and insightful, providing a compelling justification for the chosen persuasive techniques and their likely impact on each persona.

Proficient

3 Points

Rationale is clear, concise, and informative, providing a solid justification for the chosen persuasive techniques.

Developing

2 Points

Rationale is vague or incomplete, providing a weak justification for the chosen persuasive techniques.

Beginning

1 Points

Rationale is missing or incomprehensible.

Category 4

Material Creation

Evaluates the student's ability to translate marketing messages into tangible marketing materials for different advertising mediums.

Criterion 1

Medium Appropriateness

Appropriateness of the chosen advertising mediums for the target audience and marketing messages.

Exemplary

4 Points

Advertising mediums are exceptionally well-chosen and perfectly aligned with the target audience and marketing messages, maximizing the campaign's potential reach and impact.

Proficient

3 Points

Advertising mediums are well-chosen and appropriate for the target audience and marketing messages.

Developing

2 Points

Advertising mediums are somewhat appropriate for the target audience and marketing messages, but may not be the most effective choices.

Beginning

1 Points

Advertising mediums are inappropriate or poorly suited for the target audience and marketing messages.

Criterion 2

Material Quality

Quality and effectiveness of the marketing materials created for each medium.

Exemplary

4 Points

Marketing materials are of exceptional quality, demonstrating creativity, attention to detail, and a deep understanding of design principles. Materials are highly engaging and persuasive.

Proficient

3 Points

Marketing materials are of high quality, demonstrating creativity and attention to detail. Materials are engaging and persuasive.

Developing

2 Points

Marketing materials are of acceptable quality, but may lack creativity or attention to detail. Materials are somewhat engaging.

Beginning

1 Points

Marketing materials are of poor quality, lacking creativity and attention to detail. Materials are unengaging and ineffective.

Criterion 3

Brand Consistency

Consistency of the marketing materials with the business's brand and image.

Exemplary

4 Points

Marketing materials are perfectly consistent with the business's brand and image, reinforcing its identity and values in a seamless and impactful way.

Proficient

3 Points

Marketing materials are consistent with the business's brand and image.

Developing

2 Points

Marketing materials are generally consistent with the business's brand and image, but may contain some minor inconsistencies.

Beginning

1 Points

Marketing materials are inconsistent with the business's brand and image, potentially confusing or damaging its reputation.

Category 5

Presentation Skills

Assesses the student's ability to present their marketing campaign effectively to a panel of judges.

Criterion 1

Narrative Clarity

Clarity and engagement of the presentation narrative.

Exemplary

4 Points

Narrative is exceptionally clear, engaging, and persuasive, captivating the audience and effectively communicating the marketing campaign's rationale and key elements.

Proficient

3 Points

Narrative is clear, engaging, and effectively communicates the marketing campaign's rationale and key elements.

Developing

2 Points

Narrative is somewhat unclear or disengaging, making it difficult to fully understand the marketing campaign's rationale and key elements.

Beginning

1 Points

Narrative is unclear, disorganized, and unengaging, failing to effectively communicate the marketing campaign's rationale and key elements.

Criterion 2

Visual Aids

Effectiveness of the visual aids used to enhance the presentation.

Exemplary

4 Points

Visual aids are exceptionally effective in enhancing the presentation, providing clear, concise, and visually appealing support for the narrative.

Proficient

3 Points

Visual aids are effective in enhancing the presentation, providing clear support for the narrative.

Developing

2 Points

Visual aids are present but are not very effective in enhancing the presentation, lacking clarity or relevance to the narrative.

Beginning

1 Points

Visual aids are missing or ineffective, detracting from the presentation's overall impact.

Criterion 3

Presentation Delivery

Delivery and confidence of the presentation.

Exemplary

4 Points

Presentation is delivered with exceptional confidence and poise, demonstrating a mastery of public speaking skills and a deep understanding of the marketing campaign.

Proficient

3 Points

Presentation is delivered with confidence and clarity.

Developing

2 Points

Presentation is delivered with some hesitation or nervousness, lacking confidence or clarity.

Beginning

1 Points

Presentation is delivered poorly, lacking confidence, clarity, and preparedness.

Reflection Prompts

End-of-project reflection questions to get students to think about their learning

Question 1

What was the most challenging aspect of developing this marketing campaign, and how did you overcome it?

Text

Required

Question 2

How effective do you believe your marketing campaign would be in persuading the target audience to engage with the local business? Explain your reasoning.

Text

Required

Question 3

To what extent do you agree that your team effectively targeted a specific audience with your marketing efforts?

Scale

Required

Question 4

Which advertising medium do you think would have the greatest impact on your target audience, and why?

Multiple choice

Required

Options

Social Media

Video

Other

Question 5

How has this project changed your understanding of marketing campaigns and their influence on consumer behavior?

Text

Required