Check your report with the descriptions in the rubric below. Improve your report so that it scores as high as possible. (Based on: the NIMA B2 MarCom rapport – rubric that I made.)
| 1 | Inadequate | Mediocre | Sufficient | Good | Very good |
| Summary | A serious summary is missing. | Summary does not present the main points of the report clearly. | Readable as an independent text, summary is easy to understand. | As ‘Sufficient’, plus: – main points of the advice have been made concrete. | As ‘Good’, plus: – convincing substantiation of advice. |
| 2 | Inadequate | Mediocre | Sufficient | Good | Very good |
| Strategic / organisational principles | No sensible things said about the strategic / organisational principles of the client. | Useful things said about the client’s strategic / organizational principles. | – Mission described in one sentence. – Vision described in one sentence. | As ‘Sufficient’, plus one of the following, for example: – Substantiated with figures – Illustrated with graphs. – Explained which value strategy is applied – etc. | As ‘Sufficient’, plus several of the following, for example: – Substantiated with numbers – Illustrated with graphs. – Explained which value strategy is applied – etc. |
| 3 | Inadequate | Mediocre | Sufficient | Good | Very good |
| Internal analysis | No serious description of business type, company size, communication department. | Business type, company size, communication department are not all clearly described, which makes the plan less good. | Business type, company size, communication department are not all clearly described, but the lack of further information does not prevent a good plan. | Core of the organisation clearly described with one of, for example: – Business type. – Company size -Communication department – Structure – Culture – 7S – etc. | Core of the organisation clearly described with several of, for example: – Business type. – Company size -Communication department – Structure – Culture – 7S – etc. |
| 4 | Inadequate | Mediocre | Sufficient | Good | Very good |
| External analysis | The market and the market position (position of the organisation in the market, size of the market, trends and competition) are not seriously described. | The market and the market position are briefly described. | The market and the market position are identified with, for example: – market position – market size – trends – competition. | As ‘Sufficient’, plus correct application of one of the models, such as: – DAGMAR – DESTEP – Positioning matrix – etc. | As ‘Sufficient’, plus correct application of several models as in ‘Good’. |
| 5 | Inadequate | Mediocre | Sufficient | Good | Very good |
| Communication problem statement | Serious problem statement is missing. | Problem statement does not follow logically from previous analyses. | Problem statement based on previous analyses. | Problem statement is part of a complex problem. | Problem statement is part of a complex and innovative problem. |
| 6 | Inadequate | Mediocre | Sufficient | Good | Very good |
| Communication objectives | Several of below: – Not SMART. – It is unclear what knowledge the target group should have. – Unclear which attitude is desired. – Unclear what the desired behaviour is. | One of the following: – Not SMART. – It is unclear what knowledge the target group should have. – Unclear which attitude is desired. – Unclear what the desired behaviour is. | SMART and correct in terms of knowledge, attitude and behaviour. | As ‘Sufficient’, plus one of the following: – Also focused on Image. – Correctly substantiated percentages stated. | As ‘Sufficient’, plus several of the following: – Also focused on Image. – Correctly substantiated percentages stated. |
| 7 | Inadequate | Mediocre | Sufficient | Good | Very good |
| Communication target groups | Target groups are missing. | No relevant features used to describe target groups. | Communication target groups described with relevant characteristics. | As ‘Sufficient’, plus one of the following: – correct analysis – based on research. – correct personas developed – distinguished between communication and marketing target group. | As ‘Sufficient’, plus several of the following: – correct analysis – based on research. – correct personas developed – distinguished between communication and marketing target group. |
| 8 | Inadequate | Mediocre | Sufficient | Good | Very good |
| Communication message | No serious message has been formulated. | Formulated message / proposition does not fit with previous analyses. | Message / proposition formulated. | Message / proposition offers motivating promise to the target group. | Message / proposition offers motivating promise to each target group. |
| 9 | Inadequate | Mediocre | Sufficient | Good | Very good |
| Communication strategy | No strategy has been developed that fits well with previous analyses. | Developed a strategy, but it does not fit well with previous analyses. | Developed strategy that fits with previous analyses. | As ‘Sufficient’, plus one of, for example: – surprising – creative – well substantiated – theory applied – focused on passing mental barrier – etc. | As ‘Sufficient’, plus several of, for example: – surprising – creative – well substantiated – theory applied – focused on passing mental barrier – etc. |
| 10 | Inadequate | Mediocre | Sufficient | Good | Very good |
| Justification of choices | Choices not substantiated. | Choices hardly substantiated. | Clear and consistent substantiation of choices. | Clear and consistent substantiation of choices by means of own research or other sources. | As ‘Good’, plus: Clear support base of the client. |
| 11 | Inadequate | Mediocre | Sufficient | Good | Very good |
| Media mix | No serious media mix that fits with previous analyses and choices. | Media mix does not fit well with previous analyses and choices. | Media mix fits with previous analyses and choices. | As ‘Sufficient’, plus one of for example: – Mix of Paid, Earned, Owned media – Clarifying table, or figure. – Communication products conceptualised in text & image which send the desired message verbally and non-verbally. – Customer Journey – Touchpoints – Etc. | As ‘Sufficient’, plus several of for example: – Mix of Paid, Earned, Owned media – Clarifying table, or figure. – Communication products conceptualised in text & image which send the desired message verbally and non-verbally. – Customer Journey – Touchpoints – Etc. |
| 12 | Inadequate | Mediocre | Sufficient | Good | Very good |
| Result measurement | No serious description of result measurement. | Result is only measured by the end-result (more sales for example) | Correct description of the result measurement. | As ‘Sufficient’, plus one of: for example: – Well-chosen KPI’s. – Also measured during the campaign. – Also measured before the campaign. – etc. | As ‘Sufficient’, plus several of, for example: – Well-chosen KPI’s. – Also measured during the campaign. – Also measured before the campaign. – etc. |
| 13 | Inadequate | Mediocre | Sufficient | Good | Very good |
| Financial substantiation | Serious financial substantiation is lacking. | Financial substantiation does not provide a picture of real costs and benefits. | Substantiated description of costs and a realistic estimate of benefits. | As ‘Sufficient’, plus indicated which budgeting method has been applied. | As ‘Sufficient’, plus indicated which budgeting method has been applied and well substantiated why this method is chosen. |
| 14 | Inadequate | Mediocre | Sufficient | Good | Very good |
| Timing | No serious timing provided. | Realistic timing but not consistent previous analyses and choices. | Realistic timing, consistent with previous analyses and choices. | As ‘Sufficient’, plus displayed very clearly. | As ‘Good’, plus clearly responding to phases in the decision process, or customer journey, etc. |
