Communication Rubric. [Also see comprehensive. Communication

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1 Rubric Formulate and express ideas, evidence, and one s story using appropriate oral, written, digital, and non- verbal communication (to instruct, inform, entertain, and persuade), as well as listening to gain understanding through a variety of mediums. Digital: - -Content Management -Marketing -Technical -Website and Graphic Design -Web Analytics Dimensions; Other Rubrics Beginning Developing Accomplished Exemplary Score Digital (DC): [Also see comprehensive rubrics from other organizations and universities: Laguardia Community College Written Oral and Digital Abilities Rubric Rollins College Competency Rubric] drafts, proofreads, or edits copy for websites, blogs, online news, and social media creates emotional connection through storytelling Rarely drafts, proofreads, or edits copy for websites, blogs, online news, and social media Rarely creates emotional connection through storytelling drafts, proofreads, drafts, or edits copy for proofreads, or websites, blogs, edits copy for online news, and websites, blogs, social media online news, and social media creates emotional connection creates emotional through connection storytelling through storytelling

2 DC: Content Management runs a website or blog Is never able to write and edit has solid analytical and planning, possessing some knowledge of marketing and spots and capitalizes on uses in some of the following areas: strategy to generates for social media outlets (these outlets may Rarely runs a website or blog Is rarely able to write and edit Rarely has solid analytical and planning, possessing some knowledge of marketing and Rarely spots and capitalizes on Rarely uses in some of the following areas: strategy to Rarely generates for social runs a website or blog Is sometimes able to write and edit digital has solid analytical and planning, possessing some knowledge of marketing and spots and capitalizes on uses in some of the following areas: strategy to runs a website or blog Is almost always able to write and edit has solid analytical and planning, possessing some knowledge of marketing and spots and capitalizes on uses in some of the following areas: strategy to media outlets generates (these outlets may for social media include Facebook, include Facebook, outlets (these LinkedIn, Twitter, LinkedIn, Twitter, outlets may Pinterest, Pinterest, include Facebook, generates LinkedIn, Twitter, for social media YouTube, Tumblr, and Google+) YouTube, Tumblr, and Google+) Pinterest, YouTube, outlets (these outlets may include manages Rarely manages Tumblr, and Facebook, image plans strategy for image Rarely plans strategy for Google+) manages image LinkedIn, Twitter, websites and websites and plans Pinterest, social media social media strategy for YouTube, manages Rarely manages websites and Tumblr, and projects projects social media Google+) represents Rarely

3 visually selects to feature represents visually Rarely selects to feature manages projects represents visually selects to feature manages image plans strategy for websites and social media manages projects represents visually selects to feature DC: Marketing Is never adept in marketing (SEM), media alternatives positions a brand conducts business storytelling (a strategy to increase brand awareness and loyalty among consumers by providing them with compelling storylines about one s business and products) closes media deals understands conducts digital marketing performs digital media testing sets digital strategy documents rights Is rarely adept in marketing (SEM), Is sometimes adept in search engine marketing (SEM), search engine media alternatives Rarely positions analyzes media a brand alternatives Rarely conducts business positions a brand storytelling (a strategy to conducts business increase brand storytelling (a awareness and strategy to loyalty among increase brand consumers by awareness and providing them loyalty among with compelling consumers by storylines about providing them one s business with compelling and products) storylines about Rarely closes one s business media deals and products) Rarely understands closes media deals Rarely conducts digital marketing understands Rarely performs digital media testing conducts digital Rarely sets marketing digital strategy Rarely performs digital documents rights media testing Is almost always adept in marketing (SEM), search engine analyzes media alternatives positions a brand conducts business storytelling (a strategy to increase brand awareness and loyalty among consumers by providing them with compelling storylines about one s business and products) closes media deals r understands conducts digital marketing

4 DC: Technical Here are a few of the most common and that employers list in their job advertisements for digital media specialists: Adobe Analytics (a tech solution that empowers marketers to measure and analyze the reach of their marketing s) and clearances for and clearances for markets Rarely markets using using identifies Rarely identifies target audiences target audiences for ads for ads conducts Rarely conducts market research market research Rarely understands and understands and uses social uses social advertising advertising evaluates employs Rarely Rarely evaluates Rarely employs sets digital strategy documents rights and clearances for markets using identifies target audiences for ads conducts market research understands and uses social advertising evaluates employs performs digital media testing sets digital strategy documents rights and clearances for digital markets using identifies target audiences for ads conducts market research understands and uses social advertising evaluates employs Adobe Creative Cloud (compiled of Adobe desktop and mobile apps including Photoshop, Lightroom, InDesign Illustrator, Illustrator Draw, Adobe Stock,

5 Typekit, Adobe Muse, Dreamweaver, and Premiere Pro) Adobe Illustrator Evaluating Emerging Digital Technology Tools Employing Campaign Management Software HTML (HyperText Markup Language, the code used to create digital web and hyperlinks) InDesign Java Microsoft Access Microsoft Excel Microsoft Office Photoshop WordPress DC: Website and Graphic Design uses advanced website animates creates charts, graphs, and maps creates CSS (Cascading Style Sheets Rarely uses advanced website Rarely animates Rarely creates charts, graphs, and maps Rarely creates CSS (Cascading Style Sheets uses advanced website animates web creates charts, graphs, and maps uses advanced website animates web creates charts, graphs,

6 describing how HTML elements such as layout, colors, and fonts will present on ) integrates rooms, discussion operates digital video cameras performs performs usability testing describing how HTML elements such as layout, colors, and fonts will present on ) Rarely Rarely Rarely integrates rooms, discussion Rarely operates digital video cameras Rarely performs Rarely Rarely Rarely performs usability testing creates CSS (Cascading Style Sheets describing how HTML elements such as layout, colors, and fonts will present on ) integrates rooms, discussion operates digital video cameras performs web performs usability testing and maps creates CSS (Cascading Style Sheets describing how HTML elements such as layout, colors, and fonts will present on web ) integrates rooms, discussion operates digital video cameras performs web performs usability testing

7 DC: Web Analytics These are the required to help guarantee that the digital you produce remains competitive and captures top rankings on s ratings data in light of target viewer and user patterns to designate ad visitor patterns assesses ongoing detects with ratings that might supersede longer term averages using Google Analytics interprets numerical data compiles, analyzes, and interprets web and other metrics employs Search Engine tracks ratings data in light of target viewer and user patterns to designate ad visitor patterns Rarely assesses ongoing Rarely detects with ratings that might supersede longer term averages using Google Analytics Rarely interprets numerical data Rarely compiles, analyzes, and analyzes ratings data in light of target analyzes viewer and user patterns to designate ad analyzes visitor patterns assesses ongoing detects emerging trends with ratings that might supersede longer term averages analyzes using Google Analytics interprets interprets web and numerical data other metrics Rarely employs compiles, Search Engine analyzes, and Rarely tracks interprets web and other metrics employs Search Engine tracks analyzes ratings data in light of target analyzes viewer and user patterns to designate ad analyzes visitor patterns assesses ongoing detects emerging trends with ratings that might supersede longer term averages analyzes using Google Analytics interprets numerical data compiles, analyzes, and interprets web and other metrics employs Search Engine tracks Digital communication rubric based on Digital Media List and Examples by Alison Doyle,