Follows the brief and clearly develops a campaign in line with the client's goal. Executive Summary Research Strategy, goals and objectives Not included/ or not at a satisfactory standard. Message Tactics Implementation Not included/ or not at a satisfactory standard. Limited attempt to clearly outline realistic scheduling via a Adequate attempt to clearly outline realistic scheduling via gannt chart (or similar) or include a budget. Evaluation Organisational alignment Not included/ or not at a satisfactory standard. Practicality Not included/ or not at a satisfactory standard. Creativity and Innovation Not included/ or not at a satisfactory standard. Cohesiveness Not included/ or not at a satisfactory standard. Presentation Fail -30% Fail (31-49%) Not included/ or not at a satisfactory standard. Limited attempt to develop an effective communications campaign in line with the brief. Not included/ or not at a satisfactory standard. Limited attempt to summarise the key components of the campaign plan. Presented more like a backgrounder than a summary of your document. Pass (50-64%) Credit (65-75%) Distinction (76-84%) High Distinction (85-100%) Adequate attempt to develop a campaign based on the information provided in the brief. Significant room for improvement in proactively presenting creative and original content beyond that provided by the client. Good attempt to develop a campaign based on the information provided in the brief. While some new ideas aligning with the brief were noted there is still room for improvement in proactively presenting creative and original content beyond that provided by the client. Excellent attempt to develop a creative campaign by building upon the information provided in the brief. Details provided by the client were elaborated upon and developed to a higher level through research, critical analysis and creativity. Outstanding attempt to develop a creative campaign by building upon the information provided in the brief. Details provided by the client were significantly elaborated upon and developed to a higher level through research, critical analysis and creativity. All activities were articulated back to the core goals provided in the brief. Work is of a professional standard. Not included/ or not at a satisfactory standard. Limited attempt to present a situation analysis, demonstrate your understanding of the organisational needs and adequately identify target publics. Not included/ or not at a satisfactory standard. Limited attempt to articulate key messages and how these are reflected throughout the campaign. Not included/ or not at a satisfactory standard. Limited attempt to explain appropriate tactics that reflect the strategy/strategies and goals/objectives. Limited attempt to articulate an overarching strategy, goals and objectives. Some elements may be missing. Objectives may not align with the organisational goal or are not in a SMART format. Adequate attempt to summarise your campaign however significant room for improvement is required to give the reader an essence of your key points without the need to read the full report in detail. Good attempt to summarise your campaign however Excellent attempt to summarise your campaign give the reader an understanding of your key points without the need to read the full report in detail.