UCB General Motors CSR Campaign Presentation
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Before you begin, review the assignment description and rubric carefully. There are five criteria in the rubric, which you should pay close attention to as you prepare your pitch. I will evaluate your pitch based on the criteria in the rubric. Also remember, the length of your recording should be 8-10 minutes.
With VoiceThread, you will use slides (visuals) and narration (voice). Consider carefully which elements of your presentation should be displayed visually.
As a reminder, you are preparing a CSR Campaign for your client company. Over the past several weeks, you have studied your company and you have developed a CSR Campaign Plan that you believe is in their best interest. You want to persuade your client that your campaign will strengthen their company’s reputation with key stakeholders.
WHO YOU ARE TALKING TO
You are presenting your campaign plan to senior executives as your client company.
ORGANIZING YOUR PITCH
To organize your pitch, follow the Communications Matrix that we’ve followed for the past several weeks and collect the work you’ve already created in your building blocks. Use the Communication Matrix, your recent readings, and my lectures to guide you in correctly formatting each part of the campaign description.
Part 1: What is the CSR problem? This is the core problem/opportunity from the Communications Matrix and it was part of your first building block in Lesson 8: Goal and Objectives. What is happening in the world that needs to be improved?
Part 2: What is the CSR goal that you recommend your client?
Part 2A: The Hook – -Why This Goal Is Intriguing and Powerful
In a pitch, it’s important to convey why you believe this CSR goal will help your client improve their reputation and trust with key stakeholders. This part of your presentation may require a little research unless you already gathered the information you need in the Client Profile.
Your pitch should demonstrate your understanding of what the client company really needs and why your suggested CSR goal will help them. Make it easy to understand, so that senior decision makers can appreciate its elegance.
At this point, you may wish you give your campaign a name, likely the overarching message / tagline that you developed for your messaging building block. Then you can refer to your campaign by name while explaining why you believe it will be most effective.
Use a hook: Give your audience a reason to be interested in what you are talking about. Tap into their innate curiosity and signal that you’re giving them something useful.
Part 3: Explain your CSR Campaign Objectives.
Part 4: Explain your overarching campaign message / tagline and hashtag if you have one. Next, describe your Primary and Secondary Audiences (stakeholders) and the messaging that is targeted at each audience.
Part 5: Explain your strategies and tactics.
Part 6: What measurement criteria and tools will you use?
Part 7: The Ask: Summarize your campaign’s strengths and remind your audience of why you believe it is in your client company’s best interests to invest money and resources to bring your campaign to life.
Clearly articulate and quantify what you need to take your idea to the next level. You could ask for money, time, or additional types of resources. For purposes of the capstone project, your “ask” is decision makers’ or stakeholders’ approval to put your plan into action.
Part 8: Conclude your idea while leaving a lasting impression on decision-makers. Say something memorable; connect back to your hook. What does the future look like once your campaign has rolled out? If your campaign has a substantive branding element or motto, work that into the clinch.
TIPS FOR MAKING THE PITCH
The Purpose of a Pitch:
Remember, that a pitch is not the same thing as your campaign plan. When you submit your CSR Campaign Plan, you will want that document to be able to guide others (communicators, designers, social media managers, etc…) to execute your campaign. But the emphasis of your pitch is to convince your client company that your ideas will be effective. As a reminder, preparing your pitch may require some additional research about your client company and their industry. Review your Client Profile Building Block homework to see if you have already collected the information you need for a persuasive pitch.
Generic Tips for Pitching
1.Attunement: imagine yourself in your audience’s position. Focus on understanding their thoughts, not their feelings.
2.Buoyancy: As you’re getting ready to deliver your pitch, ask yourself questions. Instead of declaring “I can do this!” ask yourself “Can I do this?” This prompts your brain to generate responses that are often tactical steps to completing the task at hand, and will help you stay focused on your motivations for success.
3.Clarity: Focus on a few options; you don’t need to cover every communication aspect of your objectives, strategies, and tactics. Since you only have 8-10 minutes, you should focus on the potential of a solution rather than track record or past performance.
Choose and use a gain or loss frame consistently throughout your pitch. My instinct is that a gain frame will be more effective for a campaign pitch. A gain frame will emphasize how the campaign creates benefit. A loss frame emphasizes opportunity costs and the dangers of not investing in the campaign.
4.Call to action: In any style or form of pitch, including a specific request or call to action with clear steps to complete it are necessary to maximize likelihood of your audience completing your request.
5.Draw your audience in with a story: Make your story real and tangible to your audience to get them engaged and help them understand what’s at stake.
6.Memorize the first few lines. You don’t have to write and memorize your pitch verbatim (though for a high stakes presentation, I always commit it to memory). If you can remember how you want to begin, and organize your thoughts in bullet points, the rest will seem easy.
7.Pause for effect, or when you need to. Avoid the public speaking pitfalls of “um,” “like” and “you know?” Don’t be afraid to let a pause fall between sentences and get your thoughts together.
8.Breathe. If you misspeak or mess up, take a second to correct yourself. Because you’re using Voice Thread, you have the option of deleting and re-recording.
9.Use visuals to enhance resonance and memorability; the visuals function as nonverbal communication that reinforces or amplifies your talk track.
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