COMM 405 ON Group Assignment (40%)

For this group assignment, you will support the marketing and communications team at Vessi.
You will use Canva, a free easy to use design tool, to design a branded newsletter, social ads,
and a presentation. This is something you can include as part of your portfolio, and so you’re
encouraged to get as creative as possible!
First, you will need to get as familiar as possible with the company, their website, and social
channels. When doing so, take note of the brand’s creative elements such as voice, colors etc.

DELIVERABLE 1: Newsletter E-mail (15%) – Week 8

Vessi offers products to men, women, and kids. For this exercise, you will pick a clear target
audience, and curate from the Vessi website and blog FOUR relevant pages/topics:

 Three of the pages/topics can be educational/informational sourced from their

blog/community pages. These topics will drive the audience to the respective pages
(e.g., each blog post)
 One of the topics can be promotional (e.g., a new product or promotion). This topic will
drive the audience to the product page/promotion.
 Remember to use headers, images (you may use the same images they use),
clear/concise copy, and a CTA for each topic.
 Your subject line should be creative and relevant to get the attention of the target
audience (but not mislead them)
 Pick a free template from https://www.canva.com/newsletters/templates/email/
 Highly recommended that someone from the group edit for style, consistency etc.
 The Vessi color code (to add to Canva) is shown below. Logos are provided.

Submission Instructions:

 A two-page newsletter PDF “COMM405_GroupNumber_Newsletter.PDF” which includes the

newsletter, subject line, and BRIEF answers to the following:
o Who is the target audience? Briefly describe the demographics and psychographics
(can make assumptions)
o What makes this newsletter relevant/useful to your target audience?
o Who did what?

GRADING MATRIX
Following of the instructions /1
Subject line /2
Writing Style & Relevance to brand/target /5
audience
Design & branding /3
Reflection questions /4

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 Total /15
DELIVERABLE 2: Digital Communications Plan/Presentation and
Social Ad Mockups (15%) – Week 9
Develop a digital communications plan to promote Vessi’s “Women’s Everyday Move Slip-Ons”
to an audience of BC Moms as the ideal shoe for spring / summer 2023.
Digital communication plan should be highly visual and include no more than 10 slides, and
include at least the following:

 Goals: What are we trying to achieve? What could be some specific objectives?
 Audience – Demographics and psychographics (can make assumptions and conduct
some research using their reviews etc.)
 Key messages: Think about the benefits the shoe will have for a busy Mom.
o 1-2 key messages BRIEFLY (short sentence each)
 Channels/tactics*: What channels / tactics will you use. In addition to social (specify),
pick one more channel. For each channel recommendation, make sure you show some
rationale/data.
o Social Media Posts (which channels do you recommend and why?)
o Social Media Ads
o Influencers: Which ones specifically (e.g., influencer name on Instagram)
o Newsletter
o Sponsored content on a digital publisher
o News release
 Execution Examples: What will it look like? What is the CTA?
o Social Mockups: Use this free tool to create one Facebook and one Instagram
mockup. The ad should be as realistic as possible. Use images from their
website or social channels. (Social Ads are worth 5%)
o Other examples based on your channels above.
 Measurement: How will you measure the success of your plan?
 Include who did what.
HINT: Your slides must be professional looking, ideally branded (to Vessi’s look and feel), and
highly visual. You are pitching to the client (Vessi)!
GRADING MATRIX
Following of the instructions /1
Presentation Design & Branding /3
Presentation Content & /3
Relevance
Application of course concepts /4
Social Ads /4
Total /15

DELIVERABLE 3: Presentation Recording (10%)

 Record your presentation (using Zoom or Teams)

 When recording, please briefly introduce yourself before your part
 You will have 10 minutes in total
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Format:

 Zoom or Teams video file (going on camera is recommended); include group #

 Before posting, please CHECK your presentation link (if applicable) in an Incognito
window to ensure the video can be viewed without having to sign in

Delivery: Calm and confident; not just reading the slides /10
and establishing eye content; not going over time.

*** Please DO NOT post your assignment online as it will contain copyrighted information. One
submission per group. No individual or partial submissions. Those who do not follow the guidelines may
be penalized. Refer to Syllabus / Course shell for Due Dates & Details***

Source/Attribution: This assignment has been designed by Wahiba Chair and may be available on
SlideShare. You may adapt it to the needs of your course with appropriate attribution.

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