ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Allocate responsibilities for direct marketing activities

1.1 Critically analyse criteria for setting priorities for direct marketing activities, in accordance with marketing plan and organisational direct marketing requirements

1.2 Assemble required resources to conduct direct marketing activities

1.3 Brief staff and suppliers on their budgets, timelines, roles and responsibilities

1.4 Develop forms for conducting direct marketing activities and recording responses

2. Implement direct marketing activities

2.1 Schedule work on each campaign element according to lead times required for different media and in accordance with marketing plan

2.2 Ensure staff and suppliers meet agreed production schedule and budget

2.3 Identify any likely variations in production budget, raise with relevant persons as required, and gain approval for variations

2.4 Make provisions to cover promotion overperformance

2.5 Implement direct marketing activities in accordance with direct marketing plan objectives

2.6 Ensure activities are implemented in accordance with legal and ethical requirements

3. Monitor direct marketing activities

3.1 Record responses at regular intervals throughout campaign

3.2 Identify and use evaluation criteria to determine campaign effectiveness

3.3 Determine whether campaign is overperforming

3.4 Implement new targets and procedures to capitalise on positive overperformance

3.5 Modify direct marketing activities to extinguish nonprofitable overperformance

4. Determine continuous improvement opportunities

4.1 Analyse success indicators of direct marketing campaign

4.2 Document campaign performance in accordance with organisational reporting requirements

4.3 Encourage team members to identify and propose ways to improve campaign performance

4.4 Determine, document and assign responsibilities for required improvements to future direct marketing campaigns

Skill

Performance Criteria

Description

Reading

1.1, 1.3, 2.1, 2.3, 2.5, 2.6, 3.2, 3.3, 4.1, 4.2

Interprets, analyses and reviews a range of texts of relative complexity to construct, confirm and extend understanding

Writing

1.3, 1.4, 2.3, 3.1, 4.2, 4.4

Uses clear, accurate and relevant language to organise and record information and complete workplace documentation

Oral Communication

1.3, 2.3, 4.3

Participates in verbal exchanges using appropriate language and non-verbal features

Elicits views and opinions of others by active listening and questioning

Numeracy

1.2, 1.3, 2.1, 2.3, 3.4

Interprets numerical data and makes basic calculations to determine target audiences, budget variations, resources and workplace timelines

Navigate the world of work

1.1, 2.1, 2.5, 2.6, 4.2

Adheres to organisational objectives, policies and legislative requirements and considers own role for its contribution to broader goals of the work environment

Interact with others

1.3, 2.2, 2.3, 4.3, 4.4

Recognises importance of taking audience, purpose and contextual factors into account when making decisions about what to communicate, with whom, why and how

Plays a lead role in situations requiring effective collaboration, demonstrating excellent influencing and motivating skills

Get the work done

1.2, 2.1, 2.2, 2.4, 2.5, 3.2-3.5, 4.4

Develops plans and uses effective organisational and time-management skills to complete tasks with an awareness of how they may contribute to longer-term operational and strategic goals

In more complex, non-routine situations, uses a formal decision-making process, setting or clarifying goals, gathering information and analysing and evaluating several choices against a limited set of criteria

Recognises and takes responsibility for addressing predictable and some less predictable problems in familiar work contexts