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Evidence Guide: BSBMKG509A - Implement and monitor direct marketing activities

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

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BSBMKG509A - Implement and monitor direct marketing activities

What evidence can you provide to prove your understanding of each of the following citeria?

Allocate responsibilities for direct marketing activities

  1. Critically analyse criteria for setting priorities for direct marketing activities, in accordance with marketing plan and organisational direct marketing requirements
  2. Assemble required resources to conduct direct marketing activities
  3. Brief staff and suppliers on their budgets, time lines, roles and responsibilities
  4. Develop forms for conducting direct marketing activities and recording responses
Critically analyse criteria for setting priorities for direct marketing activities, in accordance with marketing plan and organisational direct marketing requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assemble required resources to conduct direct marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Brief staff and suppliers on their budgets, time lines, roles and responsibilities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop forms for conducting direct marketing activities and recording responses

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement direct marketing activities

  1. Schedule work on each campaign element according to lead times required for different media and in accordance with marketing plan
  2. Ensure staff and suppliers meet agreed production schedule and budget
  3. Identify any likely variations in production budget, raise with relevant persons as required and gain approval for variations
  4. Make provisions to cover promotion over-performance
  5. Implement direct marketing activities in accordance with direct marketing plan objectives
  6. Ensure activities are implemented in accordance with legal and ethical requirements
Schedule work on each campaign element according to lead times required for different media and in accordance with marketing plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure staff and suppliers meet agreed production schedule and budget

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Make provisions to cover promotion over-performance

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement direct marketing activities in accordance with direct marketing plan objectives

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure activities are implemented in accordance with legal and ethical requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor direct marketing activities

  1. Record responses at regular intervals throughout the campaign
  2. Identify and use evaluation criteria to determine campaign effectiveness
  3. Determine whether campaign is over-performing
  4. Implement new targets and procedures to capitalise on positive over-performance
  5. Modify direct marketing activities to extinguish non-profitable over-performance
Record responses at regular intervals throughout the campaign

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and use evaluation criteria to determine campaign effectiveness

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine whether campaign is over-performing

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement new targets and procedures to capitalise on positive over-performance

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Modify direct marketing activities to extinguish non-profitable over-performance

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine continuous improvement opportunities

  1. Analyse success indicators of direct marketing campaign
  2. Document campaign performance in accordance with organisational reporting requirements
  3. Encourage team members to identify and propose ways to improve campaign performance
  4. Determine, document and assign responsibilities for required improvements to future direct marketing campaigns
Analyse success indicators of direct marketing campaign

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Document campaign performance in accordance with organisational reporting requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

allocate responsibilities to team members and external suppliers for at least one direct marketing campaign

coordinate resources, tools and personnel required to implement direct marketing campaign

monitor and evaluate performance of direct marketing campaign

analyse campaign performance involving team at conclusion of campaign.

Context of and specific resources for assessment

Assessment must ensure:

access to office equipment and resources

access to marketing plan and past campaign performance data and information.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

assessment of written reports

demonstration of direct marketing techniques in a workplace environment

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

observation of presentations on campaign performance

oral or written questioning

review of authenticated documents from the workplace or training environment

review of testimony from team members, colleagues, supervisors or managers.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

BSBMKG410A Test direct marketing activities

BSBMKG514A Implement and monitor marketing activities

other marketing units.

Required Skills and Knowledge

Required skills

communication and negotiation skills to ensure required resources are obtained from team members and external suppliers

literacy skills to prepare reports with complex concepts and ideas

numeracy skills to analyse performance of direct marketing activities and to run campaign budgets

organisational and time management skills to sequence tasks and to meet time lines

teamwork skills to support a team involved in direct marketing activities.

Required knowledge

key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations, such as:

Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice and 'Do Not Mail' and 'Do Not Call'service register

Free TV Australia Commercial Television Industry Code of Practice

privacylaws

sweepstakes regulations

Trade Practices Act

organisational policies and procedures

software applications used in direct marketing activities such as databases.

Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Criteria for setting priorities may include:

what needs doing first

what promises to deliver the highest return

what requires the greatest financial, human and other resources

Required resources may include:

customer lists

data

databases

financial

software

staff

Roles and responsibilities may include:

art direction

chasing data that has not been provided

development of copy

development of design

media planning

media buying

obtaining lists

Forms may include:

hard copy documents

digital offline (email) records

digital online (direct to database) records

Media may include:

cable or satellite television

email

facsimile

free-to-air television

phone

print

website

Provisions to cover promotion over-performance may include:

conducting thorough and rigorous sales forecasts

ensuring website can cope with high volume

having a buffer stock of product or service brochures or other promotional materials to cover better than expected response rates

taking steps to ensure availability of adequately trained call centre staff

Legal and ethical requirements may include:

Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice

Free TV Australia Commercial Television Industry Code of Practice

privacy laws

state/territory regulations regarding sweepstakes

Trade Practices Act

Regular intervals may include:

daily

hourly

three monthly

weekly

Evaluation criteria may include:

average order size (units)

average order value (dollars)

calculating the total response in terms of:

dollars

orders

units

cost per response

gross profit per attempted contact

response rate calculated as a percentage of attempted contacts such as:

copies of publication distributed

emails actually sent

phones actually answered

phones actually rung

pieces actually mailed

right party contacted

website click throughs

website visits

Non-profitable over-performance may include:

customer service issues related to not following up leads quickly

excessive processing and fulfilment costs

low gross profit per contact

low margin

offer priced too low

Success indicators may include:

customer satisfaction levels maintained or improved

materials delivered on time and within budget

number of responses and cost per response meeting budget

all tasks completed on time