2018-19 Final Exam Guidelines

Here are the guidelines for the final exam:

• Last lesson: Wednesday, December 19
• Final Exam:  Wednesday, February 20

 Final Exam Guidelines:

For the final exam, you must work in groups of 2-3-4 people to produce the following, as agreed upon with the instructor:

• an oral project pitch for something in your sector. For example, it might be...
• a project pitch for a branding of a new product, service, or event.
• a project pitch for a re-branding of a new logo
• The oral pitch must be in the form of a Power Point (or similar) presentation that is not longer than 12-15 slides, and in which all members of the team must speak. Remember, reading from a script is not allowed. If you are reading, I will ask for the script and procede with a question and answer session. The objective is for you to present a creative vision in a formal, professional way. 
• You will have between 10-15 minutes per group. Please practice and time the presentation at least two times at home before coming to the exam. 
• Consider using one of the creative thinking strategies we've discussed in this course. I will ask you during the exam if you've done so (Tina Seelig's ideas, How to make Toast, Design thinking, teamwork building skills).

• The oral pitch must be accompanied by a written project proposal in which you outline and justify your creative vision for your chosen topic. Include:
• a Cover Page: 1) create an agency name and logo for yourself, 2) write the names of your team members, 3) give it a title and identify the client 
• Objective: why did the client ask you to create this project pitch?
• Project History: have you worked with the client before, or is this the first time your agency is working with the client?
• Background and Introduction to the issue: Explain the need for a new (your) project. What happened  before the request? Why is there a need now?
• Primary and secondary objective: think of your project from the users' point of view.
• What is the Key Message/Key words & hashtags?  What will users think after interacting with your project?
• Who are we addressing?  Primary and secondary target audiences?
• What is the call to action? What do you want your primary and secondary audiences to do as a result of your project?
• How will the audience be reached?  Explain planned channels of communication that you will use to reach your primary and secondary audiences.
• What is the reward?  Imagine the users asking "What's in it for me?" "Why should I pay attention?"
• Are there any mandatories that need to be included?  Consider what the client always uses in its communication strategies: logos, names, slogans, gadgets, contact information (website, social media pages, email, phone numbers, street address, branding colors?)