Assessment Event 2 - Crystal Cosmetics Simulation

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Assessment Event 2: Crystal Cosmetics Simulation

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.

Task 1: Analyse and Interpret Creative Brief

In this task, you will review the Client Brief, then conceptualise the creative context and lay the groundwork for copy production.

1.1 Analyse and confirm techniques for expressing central idea

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.

1.2 Identify and check content and supporting information for accuracy and completeness

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.

1.3 Confirm schedule and budgetary requirements for creating copy

R 1. using an appropriate tool, create a timesheet including the following fields:



day a task to be executed


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


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.

1.4 Identify legal and ethical constraints impacting copy to be developed

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.


Task 2: Evaluate Creative Options

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.


Task 3: Prepare Persuasive Copy

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.


3.1 Create the website ad copy

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.

3.2 Confirm schedule and budgetary requirements for creating copy

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.

3.3 Revise and finalise the website ad copy

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.


Appendix A: Crystal Cosmetics Simulation

Simulation Background

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.


Simulation Phases

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:

Phase 1 occurs from Tasks 1.1 to Task 2. In Phase 1, your main duties in the organisation are 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:

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.



Simulation Setup

The simulation chosen is to give you the opportunity to provide evidence that demonstrates your ability to undertake data mining activities within a marketing context. We have tried to make this simulation as real as possible within a classroom setting through providing templates and additional support documents used for data mining in real-workplaces as well as bringing an actor to interact with you. 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 you Assessor, you will review all of the sources listed above in addition the following:

· Simulation Background

· tasks

· the student’s role 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

· computer

· Internet

· word-processing software (to document their 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.


Assessment Conditions for the Observation

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.




Appendix B: Creative Copy Check Sheet

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




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