Scoring Rubric | Messaging Theme* (30%) | Target Audience (15%) | Supportive Script (40%) | Art Work & Visual Effect (15%) |
Advanced
8.5~10.0 | Theme is specific and supportive of the client’s business today. The student team creatively taps into the values of our modern society with the benefits of the client’s business. | Message shows a clear target audience through the chosen theme. The audience is logically and creatively chosen as a specific group of people for whom the client’s business could hold an attraction. | The script provides creative and specific story-telling of the theme, which provokes word-of-mouth conversations of the theme among various online communities.
Feasible step-by-step processes of building influencers are proposed. | Content: the scene is appropriate and supports the message of the theme. It has specific, accurate details.
Technique: It is creatively rendered. Student team creatively used basic visual concept such as animation and graphical designs to draw in the audience and reinforce the theme. |
Proficient
6.5~8.0 | The theme shows a general understanding of appealing to social values to support the client’s business. | Message shows a clear but more general target audience. The target audience is logically chosen, but perhaps lacking overall creativity. | Script is supportive of the chosen theme. It provides specific and appropriate examples of the benefit provided by the client’s business or characteristics being highlighted, which helps provoke word-of-mouth conversations of the theme.
Practical ideas of building influencers are explained. | Content: The scene is appropriate and supportive of the theme.
Technique: Student group showed an understanding of basic visual concept such as animation and graphical designs, but may have had difficulty in executing the technique. |
Basic
3.0~6.0 | The theme is loosely constructed around social values and the benefit of the client’s business today. It lacks focus and specificity. | The target audience is not clear from the message. Or the audience is clear, but is not the most logical choice to be benefited by the client’s business. | The script provides examples around the loosely constructed theme. A couple of as-it-was examples provided. Creative approach to provoke word-of-mouth conversations of the theme is attempted.
Efforts to build influencers have attempted. | Content: The artwork is attempted, but not very supportive because the theme lacks focus.
Technique: Specific techniques using visual concepts have not attempted. |
Below Basic
1.0~2.5 | The theme shows no understanding of selling the benefit of the client’s business to social values. The theme is inappropriate or non-existent. | The message shows no attempt made at reaching a target audience. Message lacks organization around a theme. | Script does not show a theme or specific examples to support it. Student group does not attempt to provoke word-of-mouth conversations of the theme.
No attempt has been made to build influencers. | Content: There is no supportive artwork or inappropriate material.
Technique: No attempt has been made to incorporate visual elements. |
雖然口碑行銷(word-of-mouth marketing)跟記錄保存(record keeping)是創意行銷實驗(or 競賽)的兩大評分原則，可是分數是怎麼打的呢？
首先要提醒參賽隊伍，記錄保存(record keeping)只有PASS or NO PASS兩種評分，端看部落格的記錄是否滿足以下的條件：
每當討論出結果或激發出創意時，就必須將相關的線上會議錄影檔公告在參賽團隊的部落格上頭。(Whenever there is discussion leading to a conclusion or a new idea, there must be a recorded online meeting published to the team's blog.)
夠清楚了吧！只要避免憑空而來的結論或者創意就一定PASS啦！另外，部落格PO文的時間很重要喔！First-mover advantage is very important in the real world. 創意就是先講先贏！當然，如何根據已經被宣告的創意，再加以分枝散葉、另闢天地也是超越創意、改進創意的競爭手法。「突破型創意」(Disruptive Innovation)固然重要，「持續型創意」(Sustained Innovation)仍不可缺！說真的，許許多多的「突破型創意」到後來都是被「持續型創意」所取代。這就是所謂的現實！
最後的作品就是一個多人互動的JoinNet簡報，也就是將行銷計劃用投影片、YouTube影音、角色模擬及配音等等多媒體的方式呈現出來。行銷計劃的評分重點當然就是口碑行銷(word-of-mouth marketing)，分數的打法分四個項目：行銷訊息(messaging theme)、目標觀眾(target audience)、執行劇本(supportive script)、以及影音效果(art work & visual effect)，分別佔30%、15%、40%、15%。
