Use this as a guideline or check list
to make sure you cover all that is required by this assignment.

Presentation

• Eye contact
  • look and speak to directly to your audience, avoid looking only at your work as you speak
• Confidence/Presence
  • practice what you are going to say and in what order
• Knowledge of topic
  • your presentation should provoke comments and questions from the audience so that you can further expand on its relevance
• Sequence/order of presentation, logical conclusion
  • lead the audience through your information
• Personal habits
  • work on minimizing the overuse of distracting words such as umm… or like, playing with your hair, etc.

Campaign Design

• Clear application of concept to campaign (defining audience, defining main product characteristic, representing characteristic through use of metaphor, unifying all deliverables)
• Articulate the concept, target audience and selling/hook point characteristic
• Clear Statement of Underlying Concept/metaphor
• Clear and engaging Tagline/Slogan
• Clear identification of “selling/hook point” product or company characteristic. (This is the underlying concept behind the campaign itself.)

Clear understanding of target audience

• Defining characteristics (at least 5)
  • these are characteristics that distinguish this audience from any other
  • you are choosing one only to concentrate your metaphor on
• Sequence because of target audience
  • the order in which the design applications (deliverables) in your campaign are “unveiled” or otherwise seen
• Choices of design applications (products of design) because of target audience
  • audience preferences or what will be the best ways to connect with them

Use of metaphor

• Connecting or illustrating the “Selling or Hook Point” to target audience
  • through image, slogan or combination of both
• Convincing persuasive tool
  • metaphor should be unique, imaginative, humorous and uses language appropriate for target audience
• Logical application
  • metaphor reveals or illustrates the product characteristic logically, convincingly and uniquely
• Balance between image and words
  • synergy between image and words. It is a gestalt

Creativity and Craftsmanship

• Uniqueness
  • memorable, clever, not like anything else
• Attention to detail
  • professional standards

“Connect the Dots”

• • Clear Introduction
  • Sequence
  • Clear understanding of target audience/demographic
  • Logical applications of design to deliverables
  • Assurance that you understand your client’s needs/problem
  • Logical application of metaphor as a tool of communication
  • Clear summary
• Creative and Consistent Use of Metaphor
  

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