McKinsey and Company Non-profit Marketing Campaign
Choose one of your classmate’s nonprofit organizations found on the forum in Week 12. Do not choose your own nonprofit organization.
In this assignment you will be working on:
• Creating an original marketing campaign for a local nonprofit organization.
• The intended audience is the non-profit, donors, and perhaps individuals impacted by the related issue.
Your portfolio should contain the following texts in this order. Word count should be based on previous assignments/experiences:
Part I. Content Cover Letter – Write a standard business letter to the nonprofit organization explaining your awareness campaign.
这一部分我来写就行
Part II. Campaign Final Product – The marketing campaigns are tiered based on difficulty and leniency in grading. Tier 1 will grade with leniency as it requires more creative output and research. To further clarify, this does not mean the website, for example, will automatically receive a lower grade. It does, however, mean there is little room for error on the website and expectations will be high.
Tier 1 – App, game, or interactive experience
Tier 2 – TV Commercial
Tier 3 - Website
Regarding the app, game, or interactive experience, you will make a paper prototype. The paper prototype details the app in its entirety. You do not need to actually build the app or make the game/interactive experience.
Regarding the TV commercial, you will write a script and make a storyboard detailing scene for scene what the commercial will look like. Similar to the app, you will not need to actually film the commercial.
Unlike the app and commercial, you will actually need to build the website. You may use Wix or a similar website builder. The website should appear similar to other major nonprofit websites. This includes sections on, “About Us,” “Our Mission,” “Contact Us,” etc. Keep in mind, the voice you use for the website will be different from the voice in the proposal. Simply copying and pasting sections from the proposal to the website will result in a severe grade penalty.
这里我选的是做一个电视广告TV Commercial，老师可以参考一下我发过来的TV Commercial Script Template和TVCommercial Storyboard Template，这是到时候要递交的两个内容，可以参考下面的这个案例：
这个是从我们课上的ppt截取的内容，我们要交的部分是右上角像漫画一样的广告草图和右下角的角色对话，老师到时候参考TV Commercial Script Template完成角色对话就行我来画图片。
Part III. PowerPoint Slides
Although we’re not giving presentations, we are going to prepare PowerPoint slides as if we were. The intended audience for the PowerPoint slides is the nonprofit organization. At a basic level, the PowerPoint should include the following:
• Introduction
• Summary of campaign research
• Walkthrough/summary of the campaign product (TV commercial, website, or app)
• Explanation and analysis of the campaign (Why use these visuals? Why use this medium? What are the demographics? Etc.)
Submit the PowerPoint separately in .ppt or pdf format. Please do NOT submit a Google Drive link. We’ve had too many issues with accessibility in the past.
这一部分就是要完成一个展示用的ppt，ppt里面要向甲方介绍我们要进行宣传的非盈利项目建议书的内容，请老师参考上面的大纲完成ppt哈。在“Explanation and analysis of the campaign (Why use these visuals? Why use this medium? What are the demographics? Etc.)”这一部分请老师引入两处文献来支撑观点。
Part IV. Annotated Bibliography (4 sources total.)
Research sources which support your decision to create a television commercial, website, or app. Consider the demographics of donors, non-profit participants, and volunteers. See course ppts for additional details.
这一部分要对四处文献引用使用如下格式进行分析：
-引用链接（APA7格式）
-文献总结/文献可信度
-引用该文献如何增强了文章的说服力
Part V. Visual Analysis (300 words minimum)
How do the visuals help tell the story of your campaign? Consider the color scheme, image content, organization, etc. Write a visual analysis that details what the visuals mean and why you chose to include them in your project. The analysis should be written using standard college prose with paragraph breaks.
请老师在这里引入两处文献来支撑观点。
Part VI – AI Prompt and Reflection Analysis for the Cover Letter
Fill out the AI Prompt and Reflection Analysis Template found on Moodle under the tab “Helpful Links and Docs.”
这一部分我来写就行
