6Multimedia Marketing and Content Design Final Brief · Track B · MMCD

Week 15 · Unit 15 · Group + Individual · Graded out of 125 + 10 Bonus

The Campaign Pitch.

The persuasive pitch. A spoken presentation to management or a client, asking for approval, budget, and alignment, and standing behind every decision when someone asks why.

Why This Assignment Matters01

This is the second half of your capstone, and where the whole course pays off. The proposal proved your thinking is complete; the pitch proves you can persuade a real person to fund it. It is the same campaign decision system, now argued in the room. This is a real decision moment: someone is being asked to say yes.

A Pitch Is A Decision, Not A DescriptionThe opening must signal a request for approval, not a classroom summary. Explain why the campaign exists, why action is needed now, and what happens if the brand does nothing. Slides support your voice; they do not replace it.

What You Will Produce02

A live, spoken presentation of your campaign, delivered as a team, with slides that carry visuals rather than text. The pitch is graded in three parts:

Content and strategy. Ten criteria, ten marks each, one hundred in total. The argument itself.
Delivery. Five criteria, five marks each, twenty five in total, graded on you, individually.
Bonus. Up to ten marks for genuine innovation and interaction.

Visuals Do The ExplainingOne strong mockup beats several weak ones. If a slide carries no mockup, diagram, or visual explanation, question why it exists. Place mockups on the customer journey so the audience sees content evolve from awareness to conversion.

Push the strategy, do not just protect the brand. A pitch that repeats what the brand already does is a committee maintaining the status quo. Do something fresh while staying unmistakably on brand, and build the case around the online behaviour you are designing for, the scroll, the save, the share, the return, not just a folder of finished assets.

The Arc Graders Listen For03

StakesOpen on the cost of doing nothing.

CustomerThe decision maker at the centre, not a demographic.

IdeaShow it works across the journey.

ProofMockups and metrics that fit the job.

DecisionClose on the yes you are asking for.

Use the STORY tool from Chapter 10 to keep the narrative honest: stakes, tension, others, result, and the yardstick you will be judged by.

A Suggested Slide Flow04

Not a rule, but a sequence that maps cleanly to the content rubric. Adapt it to your story.

1Hook & problem. Open on the stakes and the brand's real problem, not a title card.

2Brand & position. Mission, values, and where the brand sits against competitors.

3The customer. One persona as the decision maker, with the insight that drives the idea.

4The big idea. Your creative concept in one line, then shown.

5Strategy & channels. Goals, the channels chosen, and the ones excluded.

6Execution on the journey. Labelled mockups placed from awareness to conversion.

7Metrics & budget. KPIs that fit the assets, and a phased, justified budget.

8The ask. A memorable close that states the decision you want and the next step.

How To Approach It05

1Start from the proposal. The pitch is the same system reshaped for the room, never a contradicting second story.

2Storyboard before slides. Sketch the arc on paper so each slide earns its place before you design it.

3Build slides around visuals. One mockup per idea, labelled by platform and journey stage.

4Assign speakers and handoffs. Plan smooth transitions; every member owns a section.

5Plan one interactive moment. A poll, a live demo, or a real question, something the audience does.

6Rehearse the defence. Practise the three questions a sharp client always asks until you can answer without notes.

7Time a full run. Rehearse end to end against the clock, then cut whatever does not move the decision.

Match The Metric To The Job06

Evaluation is graded directly. Reward yourself a strong mark by naming the metric that fits the asset on each slide, and naming the vanity number you are deliberately ignoring.

Journey stage	Asset it carries	Metric that fits	Vanity trap
Awareness	Reel, story, OOH visual	Saves, shares, qualified reach	Raw impressions, follower count
Consideration	Landing page, email	Return visits, time and scroll depth	Page views alone, open rate alone
Conversion	Checkout, booking, form	Completed actions, cost per acquisition	Add to cart alone, click through alone

Defend Your Decisions07

Question and answer readiness is graded directly. The audience is testing whether you own your decisions or merely arranged them. Rehearse answers to the three questions a sharp client always asks:

The Three QuestionsWhy this audience and not a larger one? Name who you excluded and why the focus makes the campaign stronger. Why this budget split? Justify your largest and smallest lines and the belief behind each. How will you know it worked? Give the one metric that proves the strategy was right, and the one that would prove it wrong.

Energy is preparation, not personality. Read the slides and you lose the room. A monotone recital, however polished the deck, quietly tells the audience this does not matter, and trust drains with it. Authenticity and energy are what earn the yes. Before every slide, answer the only question the decision maker is really asking: why should we care? A strong pitch is a blend of two things: content and slides worth looking at, and visible belief in what you built. The deck can be beautiful, but if you do not sound like you believe it, the room will not either. If you are not enthusiastic about the idea, why should we be?

Delivery That Earns Marks08

Delivery is graded on you, individually. It is not personality; it is preparation that shows.

Professional presence. Dress and speak as if the budget is real. Confidence comes from knowing the material, not from notes.
Vocal delivery and flow. Speak in clear, complete sentences with deliberate pauses. Cut filler words by rehearsing aloud, not in your head.
Engagement and body language. Talk to the room, not the screen. Hold eye contact, use purposeful gestures, and face the audience.
Transitions and teamwork. Hand off by name and topic so the seams disappear. Stand attentively while a teammate speaks.
Time management and pacing. Fit the allotted time exactly. Practise the open and the close until they are automatic; that is where nerves hit hardest.

Common Pitfalls09

Lose Marks HereA pitch read from the slides; the argument must live in your voice. Generic or unexplained mockups. Vanity metrics disconnected from the content shown. Rushed handoffs and a team that looks unrehearsed. A conclusion that summarises instead of asking. A passive read of the slides earns none of the bonus.

Raise Your Grade10

From Complete To ExcellentPlan one deliberate moment where the audience does something. Caption each mockup with its platform, stage, and the response it triggers. Rehearse handoffs so the team looks like one voice. Walk a friend through the pitch with the slides hidden, if the campaign still makes sense, the system is sound.

Before You Present11

The opening frames a decision and the cost of doing nothing, not a summary.

Every mockup is labelled, tied to a platform and journey stage, and explained.

Each KPI fits the content it measures; the budget shows trade offs, not a flat list.

The pitch and the proposal tell the same story with no contradictions.

One deliberate interactive moment is planned; handoffs between speakers are rehearsed.

A full run fits the allotted time; you can defend every major choice without reading a slide.

Where This LeadsThis is the moment the whole term has been building toward. The company report, personas, journey maps, and audit all converge here into one campaign you present and defend. This capstone is not about proving you know tools; it is about proving you can make decisions under uncertainty, justify them clearly, and communicate them professionally. Design matters. Thinking matters more.

AI use: AI tools may support your process, research, drafting, and feedback, but AI generated text, images, or summaries are not acceptable as core submitted content. Verify and cite everything you use. · Submit: upload your slides on the course LMS, learning.hanyang.ac.kr.

How You Will Be Graded12

Section one · content and strategy · ten criteria, ten marks each.

Criterion	What wins the top band	What costs you a band
Hook & problem 10 pts	A hook that names the brand's real problem and why this audience should care now.	A title card or a slow build with no stakes; the room never learns why to care.
Brand identity & position 10 pts	Mission, values and competitive position tied straight to the campaign.	Brand facts with no link to the idea; a position no one can place against rivals.
Audience & insights 10 pts	A decision maker, not a demographic, with a real insight into their hesitation.	Age and gender labels; an insight everyone already knew.
Strategic plan & channels 10 pts	Goals that justify each channel, and the channels you deliberately exclude.	A channel list with no logic; everything, everywhere, for everyone.
Storytelling & narrative 10 pts	One cohesive story that connects emotionally and carries the whole pitch.	A pile of slides with no through line; facts with no feeling.
Creative content & branding 10 pts	High quality assets, on brand, that feel fresh rather than safe.	Generic or off brand assets; a campaign that only maintains the status quo.
Evaluation & metrics 10 pts	KPIs that fit each asset, and the vanity number you refuse, named.	Vanity metrics; numbers with no tracking method.
Timeline & budget 10 pts	A phased, realistic timeline and a budget that shows its trade offs.	A flat budget that spends everywhere; dates with no milestones.
Conclusion & call to action 10 pts	A memorable close that asks for a specific yes.	A summary that restates; a close with no ask.
Slide design & visual appeal 10 pts	Visual slides that carry the idea; one strong mockup beats five weak ones.	Text walls read aloud; decoration that explains nothing.
Content subtotal		100

Section two · delivery · five criteria, five marks each · graded on you individually.

Criterion	What wins the top band	What costs you a band
Professional presence 5 pts	Dressed and speaking as if the budget is real, in command of the material.	Notes as a crutch; energy that says this does not matter.
Vocal delivery & flow 5 pts	Clear, energetic speech with deliberate pauses and almost no filler.	A monotone read from the slides; trust drains as the voice flattens.
Engagement & body language 5 pts	Eye contact and purposeful gestures; you talk to the room, not the screen.	Reading the screen; a body that apologises for being there.
Transitions & teamwork 5 pts	Handoffs by name and topic so the seams disappear; a rehearsed team.	Awkward handovers; a team that looks assembled that morning.
Time management & pacing 5 pts	Fits the time exactly; the open and the close are automatic.	Rushing the end or dragging the middle; nerves visible at the seams.
Delivery subtotal		25
Bonus, innovation & interaction +10	Something the audience actually does: a poll, a live demo, or a real Q&A moment.

One last thing, from me. When you stand up to pitch, the room is not really grading your slides, it is deciding whether to believe you. I have watched brilliant campaigns die because the team recited them, and ordinary ones get funded because the team plainly could not wait to build the thing. Enthusiasm is not noise; it is the evidence that you believe your own argument. Care about this out loud, because if you will not, no budget ever will., Matthew

Multimedia Marketing and Content Design · Hanyang University · Capstone · Track B · Matthew Clement