ASSESSMENT TASK 3: Project

TASK SUMMARY:
This assessment task requires you to finalise the client newsletter.

WHAT DO I NEED IN ORDER TO COMPLETE THIS ASSESSMENT?

 Access to a computer with Microsoft Office or other industry standard software
 Access to the Internet for research
 Transcript of your client’s interview
 The company text style sheet

WHEN DO I DO THIS TASK?

This task may be done in your own time as homework or you may be given time to do this task in
class (where applicable).

WHAT DO I NEED TO SUBMIT?

 A draft ‘Company profile’

 A draft “Media release”

 Meeting Memo/Minute for the meeting with you client

 A final ‘Company profile’

 A final “Media release”

WHAT DO I NEED TO DO IF I GET SOMETHING WRONG?

If your assessor sees that you have not completed all parts of the task completely and satisfactorily,
the details of resubmission will be discussed with you when you are advised of the outcome of this
task. You will only need to redo the parts of the task that are incorrect; however, you will need to
resubmit the entire assessment again.

INSTRUCTIONS:

SCENARIO:

You work as a Marketing Communicator of a Marketing Agency. A new client, Halo Estate, required you to
write two documents to be posted on their website. Details as follow:
 Write a “Company profile” for their homepage of 200-word (approximately) and a hyperlink to a
media release about our new William Island holiday rental website.
www.halo-estate.com.au/william-island
 Write a “Media release” of 300-word (approximately) about our new William Island holiday website
and our new holiday rental online booking system, ‘bookyourspace’, for our website.

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Assessment 3 BSBWRT411 Student Assessment Guide V1.0 Feb 2021
You must:
 use the transcript of their interview (see next)
 follow house web text style sheet.

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Transcript of interview with Shannon Key, a director from Halo Estate:

How did the company begin?

Dad, Christopher, started the company back in 1950 with one office in Fitzroy. He opened another office after
the ’56 Olympics in Richmond. Mum did the books in-between taking care of us two kids. My brother,
Thomas, and I grew up inspecting properties, learning how to fix things, filing, etc. I guess you could say real
estate is in our blood. He took two weeks off every Christmas when the family went to William Island, which
was almost deserted, like an undiscovered paradise, in those days.

What are yours and your brother’s roles?

Thomas began working in the company full-time as soon as he left school. He’s now in charge of property
sales. I joined full-time in 1980 after I finished university, and I run property management. We are both
directors and work well together. Dad officially retired in 2005 but still comes into the head office. He spends
a lot of time playing golf at William Island and manages to annoy them in the office there.

How has your company changed since it began?

We started with one office in Fitzroy in 1950 and now we have fifteen offices ten in the metro area and five
rural offices. Our metro offices are mostly located in the inner city, western and south eastern suburbs, plus
four on the peninsula and surrounds. In 1998, we opened a small office on William Island. In 2000 the Island
won the right to stage the Grand Prix Vintage car race for five years. Our ‘small’ office became twice the size
overnight! Then the contract was renewed in 2005 for another five years. Business is booming.

Is that the only reason William Island is booming?

No. People, who aren’t into vintage cars, go there as well and it’s really popular with families. Lots of sun,
surf beaches as well as bay beaches, hiking trails and bike tracks. It’s always had a steady stream of
international visitors to see the Aussie wildlife. There’s no doubt that the vintage car race gave it publicity,
but I think that more people discover that there’s heaps for all ages to do there. It’s only 100km from the
CBD, so the number of rentals will just keep increasing. As it is, we are looking for more properties to rent.

Do you have plans to expand out of Victoria?

Not at this stage. We don’t want to spread ourselves too thinly. We know properties in Victoria and our
clients need to know that. We are Victorian specialists and we really know our market and clients very well.

How much real estate did you sell last year?

James said that the figure was $40 million. Some areas sold a lot while others sold a little.

In what ways do you think that you are different from other real estate companies?
Family. We are a family business that people can trust. We have a loyal staff who are experts in the industry.
We provide them with a good training program. We have an induction program for everyone. The sales team
receive professional development every six months and the property managers have a training session every
month.

What new ventures or opportunities have you introduced?

Thomas has introduced a new training program for sales staff. I’ve been focusing on expanding and updating
the William Island holiday rentals. The company is just about to launch a new website totally devoted to

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holiday rentals at William Island. It’s a new phase for us. We’ve paid a fortune and made sure that the site is
well positioned in web searches. It’ll feature our new online booking system, ‘bookyourspace’. Prospective
holiday guests will be able to make their own bookings online. They’ll be able to look at availability ‘live’
24/7. It’s very exciting, and we believe that it will increase landlords’ holiday rentals by up to 30%.

What target audience are you aiming for?

We are interested in anyone who is interested in renting or buying property. We have seventy properties
available for holiday rental on William Island. Currently, we have over 100 metro and rural properties for sale
listed on our books.
One area that we would like to improve on our roll is the metro rentals area. We are looking for more
properties to rent as the demand is increasing.

Why should prospective landlords and home buyers use your company?
Because we provide a quality service. Our property managers are trained, mentored and have expertise in all
aspects of property management. We vet prospective tenants carefully, carry out regular property
inspections, and action all requests, problems, etc., immediately. Our sales team really know their stuff. We
get a lot of repeat customers

Halo Estate Style Sheet for web text

Employees of Halo Estate and writers, editors or proof-readers must use the following house style. Our online
documents must be consistent in their production and style to reflect our quality service.
All documents must have approval from Shannon Keys before being distributed outside the company.
Abbreviations
Limit use of abbreviations to standard real estate abbreviations for advertisements
Bolded text
Bolded text may be used for key words and headings
Capitalisation
Titles and proper nouns must use capitals.
Design elements
Use templates if provided. Use size 12 Arial font for body text. Our logo and branding must be visible on all
documents.
Gender-specific language
Avoid using gender-specific language such as ‘chairman’, ‘male’, ‘authoress’. Use ‘chairperson’. Replace ‘his’
or ‘hers’ with ‘theirs’.
Graphics
Must be simple, relevant to the text, and approved by one of the company directors.
Headings
All headings are to be bolded but not underlined. Avoid too many headings. Hyperlinks Key words are to be
underlined.
Language
Use plain English. Language should be informative and friendly but not informal. No contractions.
Numbers
Use digits in most cases but do not begin sentences with digits.

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Assessment 3 BSBWRT411 Student Assessment Guide V1.0 Feb 2021
 Structure
 attention-grabbing opening
 family history and current status
 why client should use company
 innovations and future directions.
Text
Sentences should be short. One idea per paragraph

Complete the following activities:

1. Read the scenario and transcript of their interview.

2. Search the web for examples of ‘Company profile’ text and ‘Media Release’.

3. Draft a ‘Company Profile’ text that:

 is structured to include company focus, background and status, plus a link to the media
release
 reflects the family focus
 uses persuasive language such as positive language, repetition, or synonyms
 uses active voice and presents one idea per paragraph
 satisfies Halo Estate Style Sheet for web text

4. Draft a ‘Media Release’ that:

 is structured to include headline, hook, lead (who, what, when, why, where?), body and
contact details
 uses persuasive language such as positive quotes or testimonials, facts
 is written in active voice
 includes a place on the final draft to record approval by management for release to media
 satisfies Halo Estate Style Sheet for web text

5. Conduct a meeting with your client (role-played by your assessor) in which you:

a. explain the role of style guides in general in document production, and the role of the
Writers Real Estate style guide
b. explain the range of formatting styles and their impact on document readability
c. explain the rules and conventions of written English, such as the use of active voice, positive
language, repetition, and synonyms
d. explain your text in the context of these conventions
e. receive feedback and gain approval to produce your final copy.

7. Write and submit final copies for the “Company profile” and “Media release”

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Assessment 3 BSBWRT411 Student Assessment Guide V1.0 Feb 2021
 What do I need to hand in for this task? Have I completed this?

Meeting notes/meeting minutes 

First draft of ‘Company profile’ 

First draft of ‘Media release’ 

Final draft of ‘Company profile’ 

Final draft of ‘Media release’ 

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Assessment 3 BSBWRT411 Student Assessment Guide V1.0 Feb 2021