Distinguished - Develops a comprehensive introduction and clear thesis statement.

Proficient - Develops an introduction and thesis statement. The introduction or thesis statement is slightly unclear or underdeveloped.

Basic - Develops a partial introduction and thesis statement. The introduction and/or thesis statement are unclear and/or underdeveloped.

Below Expectations - Attempts to develop an introduction and thesis statement; however, the introduction and thesis statement are significantly unclear and underdeveloped.

Non-Performance - The introduction and thesis statement are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Clearly identifies the campaign’s central message or slogan. The message’s promotion of online education is clear.

Proficient - Identifies the campaign’s central message or slogan. The message’s promotion of online education is slightly unclear.

Basic - Partially identifies the campaign’s central message or slogan. The message’s promotion of online education is unclear.

Below Expectations - Attempts to identify the campaign’s central message or slogan. The message’s promotion of online education is significantly unclear.

Non-Performance - The identification of the campaign’s central message or slogan is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Clearly identifies the target audience for the campaign, and comprehensively and clearly explains the connection between the target audience and online education.

Proficient - Identifies the target audience for the campaign, and explains the connection between the target audience and online education. The explanation is slightly underdeveloped or unclear.

Basic - Identifies the target audience for the campaign, and briefly explains the connection between the target audience and online education. The explanation is underdeveloped and/or unclear.

Below Expectations - Attempts to identify the target audience for the campaign and explain the connection between the target audience and online education; however, the explanation is significantly underdeveloped and entirely unclear.

Non-Performance - The identification of the target audience for the campaign and explanation of the connection between the target audience and online education are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Clearly identifies the medium used to promote the campaign, and thoroughly and clearly justifies using that medium.

Proficient - Identifies the medium used to promote the campaign, and justifies using that medium. The justification is slightly underdeveloped or unclear.

Basic - Identifies the medium used to promote the campaign, and vaguely justifies using that medium. The justification is underdeveloped and/or unclear.

Below Expectations - Attempts to identify the medium used to promote the campaign and justify using that medium; however, the justification is significantly underdeveloped and entirely unclear.

Non-Performance - The identification and justification of the medium used to promote the campaign are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Clearly identifies the intended persuasion outcome for the campaign. The rationale for seeking that outcome is logical.

Proficient - Identifies the intended persuasion outcome for the campaign. The rationale for seeking that outcome is mostly logical.

Basic - Partially identifies the intended persuasion outcome for the campaign. The rationale for seeking that outcome is somewhat logical.

Below Expectations - Attempts to identify the intended persuasion outcome for the campaign; however, the rationale for seeking that outcome is not logical.

Non-Performance - The identification of the intended persuasion outcome for the campaign and rationale for the selection are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Thoroughly explains why the persuasive campaign will be effective using more than three persuasion theories to support the explanation.

Proficient - Explains why the persuasive campaign will be effective using three persuasion theories to support the explanation. The explanation is slightly underdeveloped.

Basic - Minimally explains why the persuasive campaign will be effective using less than three persuasion theories to support the explanation. The explanation is underdeveloped.

Below Expectations - Attempts to explain why the persuasive campaign will be effective; however, does not use any persuasion theories to support the explanation, and the explanation is significantly underdeveloped.

Non-Performance - The explanation of why the persuasive campaign will be effective using three persuasion theories is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Develops a comprehensive conclusion that fully reinforces the thesis statement.

Proficient - Develops a conclusion that reinforces the thesis statement. The conclusion is slightly underdeveloped.

Basic - Develops a limited conclusion that somewhat reinforces the thesis statement. The conclusion is underdeveloped.

Below Expectations - Attempts to develop a conclusion; however, the thesis statement is not reinforced and the conclusion is significantly underdeveloped.

Non-Performance - The conclusion that reinforces the thesis statement is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Adapts and employs skills, abilities, theories, and/or methodologies gained in one situation to new situations. Solves difficult problems and/or explores complex issues in original ways.

Proficient - Utilizes skills, abilities, theories, or methodologies gained in one situation to new situations, contributing to an understanding of problems or issues.

Basic - Minimally utilizes skills, abilities, theories, or methodologies gained in one situation to a new situation.

Below Expectations - Attempts to utilize skills, abilities, theories, or methodologies gained in one situation in a new situation; however, the attempts are ineffective.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - The specific position presented is inventive, considering the intricate ideas of an issue. Limits of the position are recognized. Other viewpoints are synthesized within the position.

Proficient - The specific position is adequate, considering some of the complexities of an issue. Limits of the position are recognized. Other viewpoints are synthesized within the position.

Basic - The specific position is adequate, considering a few complexities of an issue. Limits of the position are recognized but are not synthesized.

Below Expectations - The specific position lacks inventiveness and insufficiently considers the intricate ideas of an issue. Limits of the position are overlooked. Other viewpoints are not recognized within the position.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors and is very easy to understand.

Proficient - Displays comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains only a few minor errors and is mostly easy to understand.

Basic - Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors which may slightly distract the reader.

Below Expectations - Fails to display basic comprehension of syntax or mechanics, such as spelling and grammar. Written work contains major errors which distract the reader.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - Accurately uses APA formatting consistently throughout the paper, title page, and reference page.

Proficient - Exhibits APA formatting throughout the paper. However, layout contains a few minor errors. 

Basic - Exhibits limited knowledge of APA formatting throughout the paper. However, layout does not meet all APA requirements. 

Below Expectations - Fails to exhibit basic knowledge of APA formatting. There are frequent errors, making the layout difficult to distinguish as APA.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - The length of the paper is equivalent to the required number of correctly formatted pages. 

Proficient - The length of the paper is nearly equivalent to the required number of correctly formatted pages. 

Basic - The length of the paper is equivalent to at least three quarters of the required number of correctly formatted pages.

Below Expectations - The length of the paper is equivalent to at least one half of the required number of correctly formatted pages.   

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.

Proficient - Uses the required number of scholarly sources to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.

Basic - Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly.

Below Expectations - Uses an inadequate number of sources that provide little or no support for ideas. Sources used may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations are not formatted correctly.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.