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Assessment 1: Campaign Proposal

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Assessment 1: Campaign Proposal

Assessment 1: Campaign Proposal (two options)

Option 1: A political campaign for election

You will need to identify a political candidate or current politician and prepare a campaign proposal that could be successfully employed in the Australian political context. The campaign proposal needs to be targeted at a local, state or federal election. The campaign proposal should be written in a report format and should include the following sections:

Introduction (introduce the candidate and their political values)

  • The candidate’s political philosophy
  • The seat/electorate the candidate will contest

Stakeholders and Issues Analysis (identify the strategic stakeholders and publics relevant to your chosen candidate) 

  • Identify the local issues affecting the electorate and key strategic stakeholders
  • Identify the national and international issues and policies affecting the electorate

A political strategy for the candidate

  • Highlight the issues on which the candidate should campaign
  • Highlight the different tactics the candidate should use and how these will support the overarching strategy of the relevant political organization
  • Set objectives and goals which can help define the campaign’s success
  • Other issues and problems the candidate might encounter and how these can be managed
  • Third party allies that might be mobilised to support the campaign
  • Schedule/timeline of how this campaign might unfold in the lead up to the next election


  • Measuring success (how will success be determined?)


  • APA system

Further advice:

Students should conduct independent research into political campaigns, parties and politicians and use this to inform their proposal. Students should identify the values of their political candidate and the local, regional and national issues facing their electorates on which a politician can campaign.

Other excellent resources are available at:

The Parliament of Australia:

The Parliament of NSW:

Australian Electoral Commission: Electoral Commission NSW: 

Australian Bureau Statistics:


Option 2: A political campaign for a third-party interest group

Students need to prepare a strategic communications plan that could be successfully implemented in the Australian business and legal context. Students must identify a corporation or organisation that will be their ‘client’ (i.e. a case study) for this assessment. The goal of this assessment is to develop a strategic communications plan applicable to one of the following scenarios:

1 Help an organisation to persuade relevant publics to take actions supportive of a social movement, political group or cause.


2 Assist a multinational corporation or industry lobby group influence the creation of legislation through an effective internal and public lobbying campaign.

Once an organisation and scenario have been chosen, students need to conduct research into the background, brands, products, publics, and issues relevant to their case study. For instance, the database Factiva can be used to locate all news stories on a particular corporation and is therefore a great source of independent information. Likewise, Annual Reports are an excellent source of information on a corporation’s values, operations and finances. Primary research in the form of a small-scale survey or focus groups can also be conducted with classmates and other students in order to test messaging strategies or understand public perceptions of a particular product, company or issue. More information on these research methods will be provided in class.

This communication plan should be written in report format and include the following sections:

  1. Introductory Information
  • Executive summary (introduce the organisation, the scenario and the aims)
  1. Research and analysis
  • Background to the problem, issue, scenario or brand
  • Situation analysis
  • Research findings (primary and secondary findings)
  1. Strategy development
  • Goals and Objectives (the latter needs to be measurable)
  • Publics and Stakeholders
  • Key messages and tactics
  • Third party actions (that you might depend on in order to make your communication effective)
  • Risk management
  • Ethical considerations
  • Budgeting (be realistic by sourcing current industry prices)
  1. Implementation
  • Project management
  • Timing
  1. Evaluation and adjustment
  • Measuring the effectiveness of messages, media and outcomes
  1. References (these will not be included in the word count)

This is an industry-focused assessment item. As such, students can make use of bullet points and tables where appropriate, but fragmented expression should be avoided. Evidence will also be needed to support the strategic approach outlined in the communications plan. Accordingly, students should provide in-text citations and a list of references. Both academic and industry sources will be valuable sources of evidence and should be cited using the APA system of referencing. All communications plans must be submitted to the Turnitin assignment drop box.


Word Length Penalty: Where a word length is specified, you must conform to the word length. Where a student exceeds the word length, the student will lose 10% of the total marks when the submission is 10% above the word length and 10% for each 10% over-length thereafter. At last 1800 and no more 2000 word. Note that the word limit excludes the reference list at the end of the document. At last 1800 and no more 2000


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