For Your Notes and Planning, Also Visit

STUDENT LEADERSHIP CHALLENGE. Competition Guidance Document.

1 CONCEPT

What will be the critical issues for leaders when managing the workplace of the future?

2 OBJECTIVES

In groups of five, you will be expected to:

 Research, report, develop, execute.. a real world Leadership and Management social media marketing project.  Work to our brief, including alignment with CMI’s messages, practitioner needs, and academic research.  Present your rationale, proposal and developed ideas for a social media campaign to a panel of judges.

3 BRIEF

Create content for a Snapchat social media campaign to achieve the Objectives, with the aim of it being widely shared.

Step 1:  Select a ‘management challenge’ (details below, see Section 5: Mngmt Challenges) and develop your campaign to find your answer to how the issue could be solved in your ‘workplace of the future’.  Research! Agree! Justify! Deliver! Use Snapchat story (add in video, snaps, images, etc. through which you will focus) in developing your campaign, addressing the Target Audience and Objectives.  In your campaign use CMI statistics (see Sect 5: Mngmt Challenges), your research & academic content.

Step 2:  Present to a judging panel on the final day of your week with University of Derby, explaining how your content or campaign would be executed online. Be creative! Use the ‘Core Values of the digital culture’.

Step 3:  If chosen as a finalist, you’ll then present your campaign to the international student group before Awards are given out and the overall Winner is announced.

4 PRIZE

Winners and finalists will receive the following:

 Student Leadership Challenge trophies (winning group)  Finalist certificates  Exposure on the CMI website and social networks  CMI assistance to articulate this success/incorporate into CV/portfolio

5 MANAGEMENT CHALLENGES

Choose only 1 topic.  Only 20% of middle managers say employees trust their business leader fully

 ‘Always on’ managers are working an extra 29 days a year

 Workplace equality could add £150billion to the UK economy by 2025

6 BACKGROUND INFORMATION

Start with these relevant CMI resources:

 Want your staff to trust you? Communication is key  How always working could be hurting you  The ‘parenthood penalty’ and other gender pay gap problems  Companies getting work/life balance wrong  How tackling the gender pay gap will boost productivity

7 FREE SOCIAL MEDIA TOOLS

 How to use Snapchat  How to create a Snapchat story  How to create Snapchat memories  A simple way of using mobile devices for video creation including downloadable planning materials  Composition Tips for Photography or Video  How to create a WeVideo (Android equivalent)  The best free photo editing software  The 20 best apps for making videos  The best free photo editing software  15 resources to create images for social media

8 SOCIAL MEDIA TUTORIALS

 How to create an engaging snapchat story  23 things to consider when making video content  Create an iMovie from start to finish (iPhone only)  How to create a WeVideo (Android equivalent)

9 CAMPAIGN INSPIRATION

 Most viral content of 2016  Most successful hashtag campaigns and why they worked  11 inspiring Facebook campaigns  Twitter reveals insights into best social campaigns of 2016  25 social media campaign ideas  11 inspiring social media campaigns  Most brilliant social media campaigns of 2015

10 COMPETITION TIMELINE

Monday (12.30pm)  Brian Wilkinson, CMI Senior Higher Education Relationship Manager ~ WELCOME to the Students.

Tuesday (11.30am - 5pm)  Alexander Cowen-Wright, CMI Head of Corporate Communications and Marketing ~ the CMI Student Leadership Challenge  Justin Mingaye, CMI Head of Higher Education Operations, and Richard Hucker UoD, College of Business, ~ Launch Details of Student the Leadership Challenge  Project Research/Intro to the Library/Chris Martindale. Students must decide on their management challenge topic/campaign concept. A draft of the campaign content (Concept, Objectives, Target should be under way).  CMI & UoD Marketplace set up to demonstrate free content creation tools and answer questions.

Wednesday and Thursday morning (some time for preparation of your presentations)  Content creation. By now students MUST be finalising their social media campaign.

Thursday (3.30 - 5pm)  Finalising presentation project. Students should use this time to put the finishing touches to their campaign and practice their presentation ~ then practice, practice, practice, with attention to timings (10 minutes).

Friday (10am-4pm)  Presentations: Student groups will each present to a judging panel from CMI, UoD and Regional Employers. You will have a maximum of 10 minutes to make your Presentation.  Judging panel to use the Assessment Criteria (see Section 12) to decide on the 4 ‘Final’ Groups.  4 selected ‘Final’ Groups present to entire International Student Group, and the judging panel.  Finalists and overall Winner to be presented with Awards. Participation certificates given to all attendees.  Photographs and Closing speeches.

11 FORMATS

 Presentation of content must be in PowerPoint format for a pitch.  To be filmed on Snapchat.  Video: mov, mp4, avi.  Size: No bigger than 10MB.  We encourage creativity and messages using Snapchat filters and text.  Please ensure that you create your story and then save it into your memories folder on Snapchat so you can then email the video to your account. save for Snapchat Story  Next: once the video is complete please embed the video in to your PowerPoint presentation.  Finally, further guidance will be given on the DEADLINE for ‘uploading’ your presentation.

12 ASSESSMENT CRITERIA AND RESOURCES

ASSESSMENT CRITERIA

To be a winner and create great social media you need to evaluated through the following 5 Assessment Criteria, each element of which is worth 10 Points;

 Objective 1: Research, Report, Develop, Execute ~ How COMPELLING is your response and answer to CMI’s Challenge?

 Objective 2: In addressing your chosen Topic have you provided a SOLUTION aligned with CMI messages?

 Does your Campaign have clarity, and integrity, for a clearly defined TARGET AUDIENCE, expected/anticipated RESPONSE required AND HOW content that can be expanded across a variety of MEDIA FORMATS?

 IS THERE rigorous use & evaluation of CMI statistics, evidence of additional research and academic content?

 Objective 3: How ENGAGING & PROFESSIONAL was your Presentation to your whole audience today?

RESOURCES ~ Snapchat story

Academic Texts

 TUTEN, T. L., and SOLOMON, M. (2013) Social Media Marketing. Pearson Education  BARKER, M. S. (2013) Social Media Marketing; A Strategic Approach (International edition). Australia, South-Western / Cengage Learning, Inc.  CHAFFEY, D., ELLIS-CHADWICK, F. (2012) Digital Marketing: Strategy Implementation and Practice. 5th Edition, Harlow. Pearson.  HANLON, A. AND CHAFFEY, D. (2013) Essential Marketing Models Classic Planning Tools to inform strategy, Smart Insights. Available at: http://www.smartinsights.com/guides/essential-marketing-models/ (Accessed: 30 September 2013).

Academic Journals/Articles

 De Vries, L., Gensler, S. and Leeflang, P. S. H. (2012) ‘Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing’, Journal of Interactive Marketing, 26(2), pp. 83–91. doi: 10.1016/j.intmar.2012.01.003.  Howard, D., Mangold, W. G. and Johnston, T. (2014) ‘Managing your social campaign strategy using facebook, twitter, instagram, youtube & pinterest: An interview with Dana Howard, social media marketing manager’, Business Horizons. ‘Kelley School of Business, Indiana University’, 57(5), pp. 657–665. doi: 10.1016/j.bushor.2014.05.001.

Websites

 http://www.smartinsights.com/guides/digital-marketing-models/ Free registration required  https://www.redandyellow.co.za/wp-content/uploads/emarketing_textbook_download.pdf

Practitioner Research

 Progress ~ The Digital Ultimatum: Why Businesses Must Digitally Transform To Survive  Econsultancy Market Data: What advertising Effectiveness Means to Modern Marketers in a Digital World

~ for your notes and planning, also visit….

https://www.managers.org.uk/campaigns/student-leadership-challenge