Strategy Implementation

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ASSESSMENT BRIEF
Subject Code and Title PRL201: Content Creation for Social Media
Assessment Strategy Implementation
Individual/Group Individual
Length Equivalent 2,000 words (+/- 10%)
Learning Outcomes b) Create engaging multimedia content using a range of
social media platforms to reach target publics
c) Build and maintain brand personality
d) Analyse, evaluate and adapt social media campaigns
Submission By 11:55pm AEST/AEDT Sunday of Module 5 (week 10)
Weighting 40%
Total Marks 100 marks

Context:
In this assessment, you are required to implement the social media strategy proposed in
Assessment 1. The content should be engaging and relevant to the target audience to build
and maintain a good social brand personality using a range of different social media
platforms suggested in the first assessment. Remember the focus is on building a brand
culture and community and
not selling product. You should also aim to take on feedback
from your learning facilitator from Assessment 1 and modify your approach if needed.
If posting live, weekly implementation analysis and evaluation from the platform specific
analytics (eg., Facebook/Instagram Insights) should provide a good background to any
adaptations on the proposed posts from Assessment 1 and to help improve post
performance eg., best times to post, what content is engaging the target audience etc.
Ensure you keep records of any changes or adaptations implemented during this phase, and
include them in Assessment 3
.
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Instructions:
You must use the chosen client from Assessment 1.
You are required to use the same social media platforms proposed in the first
assessment.
If changes are required, whether on selected platforms, suggested posts,
dates, or times, keep records of them, and include these changes and respective
reasons in Assessment 3.
You must use at least two (2) social media platforms and create a weekly post for each
(as a minimum) from weeks 6 to week 10 inclusive, as proposed in your social media
plan.
Ensure the content is relevant and engaging. Again, please keep in mind that this
isnot a platform to advertise company products/services and you should be using
subject concepts and essential readings /viewing to inform the content creation
process.
Option 1: Working with a real client directly with access to their social media platforms
o As you have permission from the client, you should post on its social media
channels as proposed in Assessment 1.
o You should post relevant, engaging content that is not directly aimed at
selling product. It may relate to industry issues. Solve consumer problems.
Provide information, entertainment, inspiration and education.
o Branded sales/promotional content will not be considered for this
assessment. If the client requires branded content, they should be posted in
addition to the social media plan.
o Students are advised to share posts in development or links in the subject
discussion forum for peer feedback on post content with the potential to
improve it and/or to gain more engagement.
Option 2: Working without permission of a real client:
o If you don’t have the permission of the client, you are required to set up new
social media platforms as proposed in Assessment 1.
o Ensure you set up professional or creator accounts/platforms, to have
access to their respective analytical tools (e.g. Facebook page).
o You should post relevant, engaging content that is not directly aimed at
selling product. It may relate to industry issues. Solve consumer problems.
Provide information, entertainment and education.
o Branded sales/promotional content will not be considered for this
assessment.
o When setting up the social media accounts, use an alternative name to
identify them: use your own name and the code of this subject to
identify the social media accounts (e.g. Your Name – PRL201).

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o To avoid any issues, include the following disclaimer in the description of
each account.
“The postings, opinions and ideas on this [social media platform, website,
blog] are only for academic purposes and do not representany particular
company, strategy or opinions.”
o Students are advised to share posts in development or links in the subject
discussion forum for peer feedback on post content with the potential to
improve it.
o NB: Extremely important is that once feedback has been received for
Assessment 2 all student social media platforms created for the assignment
should be deleted.
Submission Instructions:
You are required to submit one (1) workbook with a collage of all posts created for
the client, including screenshots of each post on Sunday of Week 10, as per
submission details described in the brief.
Suggested format:
a. Cover page
b. Introduction
c. Social media posts including:
i.
Week / Date / Time of post
ii. Brief
description of the process of how the post was created, and
where content was sourced from including relevant sources /links
eg., image sourced from Unsplash, manipulated in canva, with an
original meme created.
iii. Brief
rationale of the strategic thinking behind the post, linking to any
relevant theoretical principles and their source eg.,from lecture notes,
course materials and links, external sources.
NB: Bullet point
descriptions / justifications acceptable.
d. References
You can collate the posts using Word, Powerpoint and/or PDF, and organise them
using screen shot images for each post from the platform itself and/or a link to
video or blog content. Write the process and rationale under each post.
It is recommended to submit the assessment in PDF to maintain all the formatting,
and to avoid any file issues. Due to the large number of images, you should use
appropriate software (available free online) to compress the PDF file, e.g.:
https://smallpdf.com/compress-pdf
https://www.pdfcompress.com/
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Submit the PDF document to Blackboard. The Learning Facilitator will provide
feedback via the Grade Centre in Blackboard. Feedback can be viewed in My
Grades. The Learning Facilitator will assess actual posts and social platforms
utilised for the implementation of social media strategy.

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Learning Rubric: Assessment 2 Strategy Implementation

Assessment
Attributes
Fail (Unacceptable)
0-49%
Pass
(Functional)
50-64%
Credit
(Proficient)
65-74%
Distinction
(Advanced)
75 -84%
High Distinction
(Exceptional)
85-100%
Grade
Description
(Grading Scheme)
Failgrade will be
awarded if a student is
unable todemonstrate
satisfactory academic
performance in the
subject or has failed to
complete required
assessment points in
accordance with the
subject’s required
assessment points.
Passis awarded for work
showing a satisfactory
achievement of all
learning outcomes and an
adequate understanding
of theory and application
of skills. A consistent
academic referencing
system is used and
sources are appropriately
acknowledged.
Creditis awarded for work
showing a more than
satisfactory achievement of
alllearning outcomes and a
more than adequate
understanding of theory
and application of skills. A
consistent academic
referencing system is used
and sources are
appropriately
acknowledged.
Distinctionis awarded for
work of superior quality
in achieving all learning
outcomes and a superior
integration and
understanding of theory
and application of skills.
Evidence of in-depth
research, reading,
analysis and evaluation is
demonstrated. A
consistent academic
referencing system is
used and sources are
appropriately
acknowledged.
High Distinctionis
awarded for work of
outstanding quality in
achieving all learning
outcomes together with
outstanding integration
and understanding of
theory and application of
skills. Evidence of in
depth research, reading,
analysis, original and
creative thought is
demonstrated. A
consistent academic
referencing system is
used and sources are
appropriately
acknowledged.
Create New Social
Media Content
60%
Content is poor and/or
does not align with original
client brief.
Content created is not
relevant and/or engaging.
Unbranded content has
not been considered in the
implementation of social
media strategies.
Content is satisfactory, and
strategy adequately aligns
to original client brief.
Content created is relevant
and/or engaging, however
some adjustments are
required.
Unbranded content has
been prioritised in the
Content writing is good, and
the design and strategy align
well to original client brief.
Good social media content
and storytelling techniques
have been used to create the
content.
Unbranded, relevant and
engaging content has been
Content writing is very
good, and the design and
implementation of strategy
align very well to original
client brief.
Very good social media
content and storytelling
techniques have been used
to create content.
Content writing is
exceptional, and the design
and strategy exceed the
expectations of original
client brief.
Outstanding social media
content and storytelling
techniques have been used
to create content.

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Little or no evidence at
crafting original authentic
brand personality.
implementation of social
media strategies.
Basic attempt at crafting
brandpersonality.
created.
Content created helps to build
and maintain the personality
of the brand.
Creative, unbranded,
relevant and engaging
content has been created.
Very good creation of
authentic brand personality,
which has been well
maintained, over the
campaign.
Consistent with brand
identity.
Creative, unbranded,
relevant and engaging
content has been created.
Outstanding creation and
sustained maintenance of a
successful and authentic
brand personality over the
campaign.
Consistent with brand
identity.
Process and
Rationale of the
Social Media
Content
30%
Little or nodescription of
the process of how the
post was created, and
where content was
sourced from including
relevant sources /links.
Little or no rationale of
the strategic thinking
behind the post, linking
to any relevant
theoretical principles and
their source.
Somedescription of the
process of how the post
was created, and where
content was sourced
from including relevant
sources /links.Some
rationale of the
strategic thinking
behind the post, linking
to any relevant
theoretical principles
and their source.
Good description of the
process of how the post
was created, and where
content was sourced from
including relevant sources
/links.Good rationale of
the strategic thinking
behind the post, linking to
any relevant theoretical
principles and their
source.
Very good description of the
process of how the post was
created, and where content
was sourced from including
relevant sources /links.Very
good rationale of the
strategic thinking behind
the post, linking to any
relevant theoretical
principles and their source.
Very good engagement of
subject concepts.
Excellent description of the
process of how the post
was created, and where
content was sourced from
including relevant sources
/links.Excellentrationale of
the strategic thinking
behind the post, linking to
any relevant theoretical
principles and their source.
Outstandingengagement
of subject concepts.
Presentation
10%
Unprofessional writing
standard.
Major spelling and
grammaticalerrors
throughout the
submission.
Majorinconsistencies
with submission
instructions.
Overall report
presentation poor.
Satisfactory writing
standard.
Minor spelling and
grammaticalerrors
throughout the
submission.
Minor inconsistencies
with submission
instructions.
Overall report
presentation adequate.
Good writing standard. Few
spelling and grammatical
errors throughout the
submission.
Few or no inconsistencies
with submission
instructions.
Overall report presentation
good.
Very good writing
standard.
No spelling and
grammaticalerrors
throughout the
submission.
No inconsistencies with
submission instructions.
Overall report
presentation very good.
Excellent writing
standard and Information
provided.
No spelling and
grammaticalerrors
throughout the
submission.
No inconsistencies with
submission instructions.
Overall report
presentation excellent.

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