Context
I got an assessment brief for a job I applied to and this was the sample I submitted. In case you are wondering, I was successful!
BACKGROUND / ENVIRONMENTAL ANALYSIS
The XXX has recognized and is making concerted efforts to address various concerns in the transportation sector. Factors such as climate change, urbanization, population growth, and inflation have significantly impacted this sector. Canadians have expressed the desire for reduced environmental pollution, cost-effective and economically sustainable modes of transportation. The XXX is committed to ensuring Canadians have access to safe, clean, efficient, and affordable transportation.
To deliver on this promise, the government sets ambitious targets and consciously takes the lead in innovative feats that make transportation more functional. In alignment with these laudable goals, the XXX has decided to regulate flying cars for all Canadians. Experts have identified greater electrification, optimization of efficiency, and integration of lower carbon to public places as a few strategies that will make transportation better positioned for the well-being of Canadians. The regulation of flying cars will significantly improve the commuting experience of Canadians. The government will tackle the problems of carbon emissions, the high cost of transportation, heavy reliance on on-road transportation, road traffic congestion, and many other concerns through this regulation.
COMMUNICATION OBJECTIVES
Garner at least 80 percent of media attention within the 48-hour media cycle from the announcement.
Create marketing themes, tailored key messages, and generate ideas for information dissemination.
Educate target audiences and use story-telling techniques to promote reception.
Create top-of-mind awareness of the opportunities of regulating flying cars.
Create a ‘buzz’ about the government activities geared towards revolutionizing transportation in Canada and keep the conversation going.
Engage the media to positively position flying cars and rouse audience participation through aggressive advertising.
TARGET AUDIENCE
Primary Target audience
Public Stakeholders across all levels (Provincial, territorial, municipalities)
General Public
Industry stakeholders
Media Outlets
Automobile entrepreneurs
Secondary audience
Existing car owners
Technology enthusiasts
Policymakers
Bloggers/Social media influencers
Aviation enthusiasts
KEY MESSAGES
The well-being of Canadians is our topmost priority.
The XXX is strongly dedicated to ensuring that transportation is better equipped to enhance the well-being of Canadians.
The government is taking a proactive approach to advance the goals of promoting a functional yet eco-friendly alternative mode of transportation.
Reducing dependence on on-road vehicle transmission will effectively lower emissions from vehicle fleets and contribute to a cleaner and more sustainable environment.
Flying cars will reduce road congestion, gas consumption, and accidents to a large degree.
The XXX is devoted to blazing the trail concerning safe, clean, functional, and cost-effective transportation.
Integrating flying cars into the transportation system will bolster resilience to the sways of climate change.
STRATEGIC CONSIDERATIONS
Coordination between stakeholders locally, provincially, and municipally for strategic, coordinated, and timed announcements.
Consistent messaging across all communication channels to avoid confusion and reinforce a unified understanding of the regulations.
Consistently promoting the value of the regulations and disseminating trustworthy information.
Information dissemination that is consistent and supported by stakeholder communications activities.
COMMUNICATION CHANNELS (PRODUCT, TOOLS, AND METHODS)
Press releases distributed to media channels & business networks
Mainstream media- Radio, TV, and Newspaper
Social media – Twitter (Creating trends that promote facts), Instagram, and Facebook (infographics)
YouTube (animated demos, documentaries, motion pictures)
Internal communications – Newsletters
COMMUNICATION TOOLS AND METHODS
Web communications (XXX website) – Dedicate a portion of the website to serving as a comprehensive resource for information regarding flying car regulations. It should have educative materials like FAQs, infographics, videos, downloadable guides, fact sheets, and myths versus facts articles.
Social Media Campaign: Use social media platforms to share key messages, engage with the public, and address concerns. Visuals, videos, and interactive content will effectively increase reach and engagement.
Traditional Media: Engage with traditional media outlets, such as newspapers, television, and radio, to reach a wide audience. Coordinate press releases, interviews, and feature stories to generate interest and inform the public.
Public Events: Public events like demonstrations or exhibitions will help individuals experience flying cars firsthand. They will also have the opportunity to ask questions. These events will create buzz and generate media coverage.
Press Releases and Media Engagement: Press releases will help to create awareness of significant milestones, regulatory updates, and partnerships. Engaging with media outlets, industry-specific stakeholders, and influencers to secure interviews, articles, and opinion pieces will promote understanding and generate public interest.
CONSIDERATION AND OPPORTUNITIES
Considerations
The tendency towards resenting the unknown and being skeptical about uncertainties
Concerns about the logistics of safe integration and environmental impact- near-fatal nature of aviation accidents, noise pollution, air traffic congestion
Concerns about learning to fly a car and testing the flying skills of prospective drivers.
Concerns about the cost of infrastructure required for implementation and accommodation- air traffic management systems, launching pads, workforce, and more.
Opportunities
Opportunity to promote the indisputable benefits of flying cars, such as reduced travel time, savings on gas, and increased mobility, and highlight its economic impact
The concerns about cost present an opportunity to discuss investments and partnerships to support this transformative industry.
To address safety and environmental impact, highlight the rigorous safety standards and regulatory framework to ensure the safe integration of flying cars into Canadian airspace.
Project and reinforce the potential economic benefits associated with developing, manufacturing, and operating flying cars in Canada. It presents opportunities for job creation, and innovation and has the potential to attract investment in the aerospace and related industries.
MEASUREMENT AND EVALUATION
A progress meeting which key stakeholders and project partners will facilitate will be held a month after the launch of the communications campaign to assess the reach of the message to its target audience, measure outcomes, determine impact and re-strategize if necessary. Ways to evaluate include:
Monitoring media coverage to measure the number of secured press releases, articles, interviews, and opinion pieces. Analyze the sentiment and tone of media coverage to evaluate the effectiveness of the messaging.
Discuss if KPIs align with the communication objectives, such as the percentage of Canadians aware of the regulations within a defined timeframe.
Monitoring website traffic, page views, and time spent on the website to assess the level of engagement and interest generated by the informational website
Using social media analytics tools to measure engagement, analyze the number of followers, likes, shares, comments, and reach on social media platforms to gauge the reach and impact of the social media campaign.
Aggregate survey and focus group results to gather insights and feedback from the target audiences. Use this information to adjust the communication strategy and improve future campaigns. Where applicable and necessary, evaluate the level of public participation in consultations and town hall meetings as an indicator of engagement and public interest.
