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500 words

Strategic Digital Marketing Campaign Planning Using the RACE Framework: Cambridge Museum of Technology

This Digital Leadership and Disruptive Innovation assessment requires students to act as digital marketing consultants for the Cambridge Museum of Technology and develop a strategic social media campaign focused on the Reach and Act stages of the RACE framework. The campaign is designed to increase awareness of the museum and encourage meaningful interaction using paid and owned content across Facebook and Instagram. Assessment Brief for CW1 (1) The first deliverable is a two-page landscape campaign poster created in Canva. Page 1 focuses on Reach and should present a clear awareness objective, one Facebook paid advertisement mock-up, and one Instagram owned post. Page 2 focuses on Act and should include an engagement objective, one Instagram paid advertisement and one Facebook owned post. Each mock-up must be clearly labelled by platform, RACE phase and media type. Assessment Brief for CW1 (1) Assessment Brief for CW1 (1) The poster is expected to function as a strategic visual board, rather than a website or social feed simulation. It should demonstrate clear visual hierarchy, logical layout, consistent headings, spacing and alignment, and communicate how the Reach and Act strategies connect. The target audience persona should not appear on the poster itself. Assessment Brief for CW1 (1) The second deliverable is a maximum 500-word written rationale. This should define a relevant target audience persona using demographic, psychographic and behavioural characteristics, and explain needs, motivations and online behaviour. The persona should be visually designed and embedded in the written document. Assessment Brief for CW1 (1) The rationale must also justify the Reach content strategy, including platform choice, content format, targeting and budget considerations, and explain the Act engagement strategy, including tactics such as event promotion, interactive posts and comment prompts. Students should also explain how layout, visual structure and calls-to-action support user experience and engagement. Assessment Brief for CW1 (1) The assessment requires application of relevant digital marketing theories and frameworks and at least five credible academic or industry sources, using Cite Them Right Harvard referencing. Suitable evidence can include peer-reviewed journal articles and recognised sources such as Mintel, Statista and industry reports. Assessment Brief for CW1 (1) The marking scheme gives 30% to Reach, 30% to Act, 20% to the written rationale, and 20% to poster design, communication and professional presentation. Assessment Brief for CW1 (1) Assessment Brief for CW1 (1) Overall, the assessment integrates RACE-based campaign planning, paid and owned social media, audience segmentation, persona development, targeting, budget awareness, content strategy, UX principles and professional visual communication within a real cultural-organisation context. Important: the brief explicitly states that the applicable AI category is Category 2 – Proofreading only permitted, meaning AI may be used for proofreading but not for creating assessment content. Assessment Brief for CW1 (1)

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Business Consultancy / Digital Marketing / Social Media Marketing 3,000 words

You Keep Me Sane: Social Media Growth and Digital Product Marketing Live Business Project

his Extended Work Project is a live business consultancy assignment completed for You Keep Me Sane, a podcast and social-media brand seeking to expand its online audience and increase sales of its digital products. The organisation promotes its podcast across platforms including Instagram, Facebook, TikTok, YouTube and LinkedIn and identified a need for additional support with regular content creation, social-media scheduling and digital-product promotion. Project Brief_You Keep Me Sane … The client challenge focuses on improving the organisation's social-media presence while reducing the workload associated with producing and publishing content. The project brief specifically identifies the need to create reels, carousels and other social-media posts, potentially using Canva, and to support an existing Buffer-based scheduling process. The organisation aims to publish approximately three times per week while also promoting new digital products. The intended commercial outcomes are growth in social-media following and increased digital-product sales. Project Brief_You Keep Me Sane … The academic assessment requires students to document the project journey in chronological order, from the initial client brief and early meetings through planning, research, idea development, feedback, implementation, challenges and final outcomes. The 3,000-word report should explain the business context, methods and frameworks used, significant milestones, problems encountered, adaptations made and recommendations provided to the client. EWP 5TH MAY 2026 (1) EWP 5TH MAY 2026 (1) Professional reflection is also an important element of the project. Students are expected to evaluate team learning, skills development, project-management experience and the practical lessons gained from working on a genuine business challenge. The report should demonstrate critical thinking and reflective analysis rather than simply describing activities completed. EWP 5TH MAY 2026 (1) The accompanying 10-slide presentation mirrors the report and communicates the project overview, organisational background, initial brief, research, development process, challenges, outcomes, recommendations and learning in a concise visual format. EWP 5TH MAY 2026 (1) Overall, the project integrates live business consultancy, social-media strategy, content development, digital-product marketing, client engagement, teamwork, project management and reflective professional learning, with emphasis on demonstrating practical value created for the client organisation.

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