Check your Communication Plan Report

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.)

1InadequateMediocreSufficientGoodVery good
SummaryA 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.
2InadequateMediocreSufficientGoodVery good
Strategic / organisational principlesNo 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. 
3InadequateMediocreSufficientGoodVery good
Internal analysisNo 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.
4InadequateMediocreSufficientGoodVery good
External analysisThe 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’.
5InadequateMediocreSufficientGoodVery good
Communication problem statementSerious 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.
6InadequateMediocreSufficientGoodVery good
Communication objectivesSeveral 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.
7InadequateMediocreSufficientGoodVery good
Communication target groupsTarget 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.
8InadequateMediocreSufficientGoodVery good
Communication messageNo 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. 
9InadequateMediocreSufficientGoodVery good
Communication strategyNo 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.
10InadequateMediocreSufficientGoodVery good
Justification of choicesChoices 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.
11InadequateMediocreSufficientGoodVery good
Media mixNo 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.
12InadequateMediocreSufficientGoodVery good
Result measurementNo 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.
13InadequateMediocreSufficientGoodVery good
Financial substantiationSerious 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.
14InadequateMediocreSufficientGoodVery good
TimingNo 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.

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