Crystal Cosmetics, an Australian green beauty brand Case Essay
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Crystal Cosmetics, an Australian green beauty brand Case Essay
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Table of Contents Assessment Information 1 Assessment Event 1 – Knowledge Questions 3 Question 1 3 Question 2 3 Question 3 4 Question 4 4 Question 5 4 Assessment Event 2: Crystal Cosmetics Simulation 5 Task 1: Analyse and Interpret Creative Brief 5 1.1 Analyse and confirm techniques for expressing central idea 5 1.2 Identify and check content and supporting information for accuracy and completeness 5 1.3 Confirm schedule and budgetary requirements for creating copy 5 1.4 Identify legal and ethical constraints impacting copy to be developed 6 Task 2: Evaluate Creative Options 7 Task 3: Prepare Persuasive Copy 8 3.1 Create the website ad copy 8 3.2 Confirm schedule and budgetary requirements for creating copy 8 3.3 Revise and finalise the website ad copy 8 Appendix A: Crystal Cosmetics Simulation 9 Simulation Background 9 Simulation Phases 9 Phase 1: 9 Phase 2: 9 Simulation Setup 10 Assessment Conditions for the Simulation 11 Appendix B: Creative Copy Check Sheet 12
Welcome to your Student Assessment Guide for BSBWRT501 Write Persuasive Copy. This Guide provides you with information on the assessment particularly what you have to do and to what level of performance.
This assessment has the following two events:
Assessment Event 1 – Knowledge Questions There are five questions that will provide us with the evidence of your general knowledge of concepts relevant to persuasive copywriting.
This assessment is completed in your own time and by a submission date provided by your assessor. You may use support material in the development of your answers, but you must indicate the source. In addition, you must not cut and paste answers from your source, rather, use your own words, unless it is a direct quote.
Assessment Event 2 – Simulation: Crystal Cosmetics You will complete a number of tasks in preparing and producing a creative copy based on the requirements provided in a client brief. These tasks will be based on your role of a Copywriter for a simulated organisation named Crystal Cosmetics, an Australian green beauty brand selling organic cosmetics products.
To complete the Simulation, you will need to refer to the following resources:
Client Brief Provides you with the requirements of the website ad copy. You will use this document throughout Assessment Event 2 to create the website ad copy in alignment with these specifications such as organisational goals, techniques, language, writing style, timelines, budget, etc. Competitor Copy The competitor’s persuasive copy. You will refer to this document in Task 3 when creating your website ad copy to surpass the competitor’s promotional activity. Artwork Folder Contains the creative work that are essential to develop the website ad copy including the product image, brand logo, and product symbol. You will use the files when creating your website ad copy in Task 3. Copywriting Policy and Procedures Organisational policies and procedures relating to process of copywriting. You will abide by these organisational requirements during the lifecycle of your copywriting task.
Remember, you do not type your responses in this Student Assessment Guide, but use the Student Assessment Workbook, which is a separate document. This document is simply a guide to explain what you are required to do, and by doing so, this will assist you to perform at your best.
Please note that your responses for both assessment events can (where appropriate) use dot point format. See below for an example of a dot point response and a full sentence response:
Dot point format Presentation Plan includes the following:
· needs of the audience
Full sentence format When you are preparing for a Presentation, there are a number of tasks that must be carried out. These are; listing the outcomes that you want to achieve, followed by the identification of the needs of your audience. When you have completed these two tasks you then check on the room that you will be conducting the simulation in etc.
- complete all of the questions and tasks listed in the Student Assessment Workbook
- meet all the requirements listed in this Student Assessment Guide
- your responses to the questions and tasks must be relevant, accurate and specific
- submit your completed Student Assessment Workbook to your Assessor within the set timeframes
- your work must be in your own words
- where you use an external source of information, you must provide citation.
Please be aware that your Assessor is here to provide you with the necessary support throughout the assessment process. If you have questions, then contact them for guidance.
The information contained in this assessment event lists the questions that you will need to develop a written response. These questions are theoretical and provide evidence of your understanding of concepts relevant to persuasive copywriting. Each question includes the requirements which indicate what you have to do and the depth of your response to achieve a satisfactory result.
Using the table below, discuss ethical requirements which may impact production and delivery of creative copy.
R 1. list five ethical requirements
R 2. provide rationale for each requirement
R 3. word count is approximately 50 words per requirement.
Ethical Requirement Rationale
Using the tables below, explain relevant legislation, standards and codes of practice affecting production and delivery of copy.
R 1. explain legal requirements:
- list five legislations
- list five codes of practice
- correctly write the name and date of each instrument
- these names and dates must be current
- for each legal instrument, explain their key provisions on the copywriting process
R 2. word count is approximately 50 words per explanation.
Legislation/Standards Key Provisions
Codes of practice Key Provisions
Using the table below, outline constraints to be considered during preparation, analysis, and evaluation of copy.
R 1. list two constrains for each phase in the copywriting process:
R 2. for each constraint:
- list two possible impacts on the copywriting process
- provide a way to overcome the constraint
R 1. word count is approximately 50 words per constraint.
Phases Constraints Impacts Way to Overcome Preparation 1. 2. Analysis 1. 2. Evaluation 1. 2.
Using the table below, describe persuasive writing techniques used in copywriting.
R 1. list five persuasive writing techniques
R 2. explain the reason of use for each technique
R 3. word count is approximately 50 words per explanation.
Using the table below, explain the structure of a persuasive copy.
R 1. list four elements
R 2. explain the motivation of each element
R 3. word count is approximately 50 words per explanation.
In this simulation, you will undertake a number of tasks associated with creating a persuasive copy for a cosmetics company, Crystal Cosmetics. The focus is on producing a website ad copy that will help the organisation to effectively communicate its brand message as required. This entails you to carry out the following actions:
- review the Client Brief and understand client’s requirements
- create a website ad copy that:
- is in line with the requirements stipulated in the Client Brief
- surpasses competitor’s copy
- conforms to the organisation’s copywriting policy and procedures.
Please ensure that you familiarise yourself with this set of requirements that underpin this simulation. This includes understanding the background of the simulation and the criteria you will be assessed on. These are located in the Appendix of this document.
In this task, you will review the Client Brief, then conceptualise the creative context and lay the groundwork for copy production.
R 1. summarise the central idea
R 2. shortlist minimum two techniques to express the central idea
R 3. provide a rationale for each technique
R 4. word count is approximately 150 words in total.
R 1. summarise the accuracy and completeness of the Client Brief:
- list two issues with its content and supporting information
- explain how these issues may impact your copy production
- explain how each of these issues would be addressed in your copy production
R 2. word count is approximately 50 words per issue.
R 1. using an appropriate tool, create a timesheet including the following fields:
Date: day a task to be executed Task: activity undertaken throughout the copywriting process Hourly Rate: hourly rate agreed Estimated Duration: time estimated to complete a task Estimated Cost: cost estimated to complete a task Actual Duration: actual time taken to complete a task Actual Cost: actual cost to complete a task Variance: the difference between the estimated and actual cost
R 2. populate the timesheet:
- fill date, task, hourly rate, estimated cost, and estimated duration fields
- list a minimum of three parent tasks each with a minimum of three subtasks
- data must be in accordance to the Client Brief requirements
- work breakdown structure must be coherent
R 3. attach a screenshot of your timesheet to your Student Assessment Workbook.
R 1. review the organisation’s policy and conduct a desk research:
- list five legal constraints referencing corresponding legislation, standards or codes
- list five ethical constraints
- explain how each will have an impact on the copy to be developed
R 2. word count is approximately 25 words per constraint.
In this task, you will overview the design and copy options provided in the Client Brief, and then select suitable elements for designing and developing the website copy ad.
Evaluate creative options and select suitable design and copy elements accordingly
R 1. evaluate copy options and made appropriate selections:
- list seven copy options
- these options must be appropriate to communicate the brand message
- these options must be suitable for the copy design and production
- these options must be achievable within time and budgetary requirements
R 2. list two possible uses for each chosen option
R 3. word count is not critical.
In this task, you will create the website ad copy in accordance to the client and organisational requirements, surpassing the competitor’s promotional material. This will require you to submit the draft to the Creative Director (your Assessor) for review and gain feedback on the necessary refinements to finalise the copywriting process.
R 1. create the draft copy in accordance to:
- the requirements of the Client Brief
- Copywriting Policy and Procedures
- legal and ethical requirements
- time and budget constraints
- the performance criteria listed in the ‘Creative Copy Check Sheet’ in Appendix B
R 2. attach your draft copy to your Student Assessment Workbook
R 3. email the draft copy to the Creative Director for review.
R 1. update the timesheet:
- populate ‘Actual Duration’ and ‘Actual Cost’
- calculate ‘Variance’
- calculate total actual cost
R 2. summarise variances:
- list the tasks with variances
- explain the reasons for each variance
- provide a way to improve in future projects.
- word count is not critical
R 3. attach a screenshot of your final timesheet to your Student Assessment Workbook.
R 1. refine your copy in accordance to the Creative Director’s feedback
R 2. copy must meet all the criteria listed in the ‘Creative Copy Check Sheet’
R 3. attach your final copy to your Student Assessment Workbook
R 4. attach the email exchange including the feedback to your Student Assessment Workbook.
DigiGeek is an innovative full-service marketing agency specialises in strategic thinking, marketing, branding, interactive solutions, and visual communication across a whole spectrum of media. Its team manages marketing projects from start to finish, beginning with ideation and digital strategy, all the way through to UX, website design and development.
In this simulation, DigiGeek has been approached by a client, Crystal Cosmetics, an Australian green beauty brand and one of the nation’s largest seller of organic cosmetics products including colour cosmetics, skincare, towelettes, fragrance, bodycare, and haircare items. The motivation is to create a website ad copy in order to maximise a particular product’s return on investment.
You will be the copywriter of DigiGeek, responsible for designing and producing the creative copy in accordance to the client, legal, ethical, and DigiGeek’s requirements. For detailed information on the simulation, refer to the ‘Client Brief’ document provided.
This simulation is divided into the following phases:
Phase 1: you will lay the necessary groundwork for the design and production of the creative copy. Phase 2: you will design and produce the creative copy within the given time and budget.
Phase 1 occurs from Tasks 1.1 to Task 2. In Phase 1, your main duties in the organisation as the Copywriter are as follows:
- review the Client Brief and understand client’s requirements
- determine techniques to reflect the central idea
- create a timesheet to monitor time and budget
- identify legal and ethical requirements for copy production
- select appropriate creative options to create an effective copy.
Phase 2 occurs in Task 3. In Phase 2, you will perform the following:
- using appropriate desktop publishing and graphics software, create a website ad copy that:
- is in line with the requirements stipulated in the Client Brief
- surpasses competitor’s copy
- conforms to the organisation’s copywriting policy and procedures
- meets time and budget requirements
- proofread the copy
- send the copy to the Creative Director (the Assessor) for their review
- refine the copy in accordance to the feedback provided by the Creative Director.
The simulation chosen is to give you the opportunity to provide evidence that demonstrates your ability to create a persuasive website ad copy. We have tried to make this simulation as real as possible within a classroom setting through using scenarios that are typical of a workplace. To carry out their role in this simulation will require you to follow these steps:
Step 1. At the commencement of the unit, your Assessor will overview the assessment with you. You will then sign the declaration of your understanding located in the Student Assessment Workbook (Pre-Assessment Checklist). Step 2. Prior to the commencement of this assessment:
· Your Assessor will provide you with the following resources:
· Client Brief
· Competitor’s promotional material
· Artwork Folder
· Copywriting Policy and Procedures.
· With your Assessor, you will review all of the sources listed above in addition the following:
· Simulation Background
· your in the simulation.
You will confirm your understanding with your Assessor before you undertake your assessment.
Step 3. As soon as you confirm your understanding with the Assessor, you will be given the deadlines for the submission of your first draft copy and your final assessment. Step 4. Before you commence on your copy production, your Assessor will arrange the equipment and facility needs required for you to undertake the simulation. This will include the following:
· quite room
· word-processing software (to document your responses)
· desktop publishing software (to design and produce the copy).
In case you have other requirements, you must communicate these with your Assessor prior to undertaking the simulation activities.
Step 5. You will complete all the simulation tasks within the deadline specified by your Assessor. Note that in Task 3.1, you will design and produce the creative copy, then send your draft to your Assessor (as the Creative Director) for review. Your Assessor will respond to you providing their feedback which then you will make the necessary refinements and finalise your copy (Task 3.3). Once you submit your final copy to your Assessor, your copy will be assessed on its quality based on the requirements set out in the ‘Creative Copy Check Sheet’ provided to you in Appendix B. You must familiarise yourself with these requirements prior to undertaking Task 3. Step 6. You will document and attach all your findings to your Student Assessment Workbook. Step 7. You will submit your Student Assessment Workbook to your Assessor by the deadline.
The information in this section outlines the assessment conditions for the simulation.
Before the simulation:
- you must ensure that you understand all the resources required to undertake the simulation tasks
- your Assessor will provide you the resources required to undertake the simulation tasks
- you must ensure that you have read and understood all performance requirements listed under each task
- where you are unclear with the points above, you must clarify these with your Assessor
- your Assessor will inform you of the deadline for your first draft of copy and final submission of your assessments prior undertaking each simulation phase.
During the simulation:
- you will type your responses to the simulation tasks in your ‘Student Assessment Workbook’
- where you are unclear with a simulation task, you must clarify these with your Assessor
- you will be undertaking each task individually, by yourself, without giving or receiving assistance from your peers
- you must satisfactorily demonstrate all the requirements under each task to achieve a satisfactory result for this assessment.
After the simulation:
- if you are successful, your Assessor will summarise your performance during the simulation
- if you are unsuccessful, your Assessor will:
- provide written feedback on Task Outcome Sheets explaining their justification in detail
- communicate this feedback to you
- arrange another suitable time to assess your second attempt.
We have provided the Creative Copy Check Sheet for you to prepare for your assessment with the Assessor. We recommend you use this as a planning tool so that you are fully prepared for the production of your copy.Note that you must demonstrate all the criteria listed in the following check sheet to be deemed satisfactory.
Performance Requirements: 1. Communicates the central idea · conveys the main theme clearly and accurately · addresses macro and micro goals · effectively applies the techniques chosen (in Task 1.1) · shows an awareness of target consumer profile · differentiates from the competitor’s copy 2. Communicates the product and brand image 2.1. Brand image is displayed as: · green conscious · high quality · trustworthy · values its consumers 2.2. Product image is displayed as: · premium quality · unique · worth buying · environmental 3. Content 3.1. Communicates the product’s main features and benefits: · organic ingredients · nature friendly · free from harmful chemicals · hydrating · recovering · rejuvenating · anti-aging · packed with revitalising ingredients · suitable for all skin types 3.2. Includes the mandatory information and artwork: · logo · product tub · brand symbol · product features and benefits · credible social proof 3.3. Layout, visual and textual elements: · give simple and uncomplicated outlook · have clear and consistent focus on the main idea · grab viewer attention in a purposeful manner · have logical links with each other · show good foreground and background contrast · show unity (overall harmony amongst all elements) · maintain good proportion of space and margins · do not look cluttered, balancing whitespace and elements · are not distracting but informative · incorporate font and choice of colour that match the tone · have fonts that vary in size to differentiate the main points · ensure scannability using skimmable text · use variety in text (e.g. bold, italics, etc.) to create emphasis · use typography that is readable and legible 3.4. Language and writing style: · are aligned to target audience (formal) · convey the message clearly and concisely · are built of simple and short sentences and paragraphs · incorporate vocabulary that is engaging and support the main idea · provide subordinate ideas that support the main idea · use plain English that ensures the copy is easy to understand · avoid redundancy and verbosity · avoid jargon · stress the product’s unique selling proposition · establish credibility injecting technical information · avoid clichés, gimmicks and forced messages · use words that connect with consumers · use active voice · free of typos, punctuation errors and grammar issues 4. Format and structure · employs professional and formal tone · avoids subtlety · resonates with the audience · is broken down into coherent chunks · includes a body copy that creates emotional appeals · calls for action (learning more about the product and visiting store) 5. Legal and ethical requirements · the copy meets legal requirements relevant to copywriting and the client’s industry · the copy meets ethical requirements relevant to copywriting and the client’s industry
BSBWRT501 Assessor Guide v4.0 Page 14
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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