Semester- Long Project: Part 6 / Final Report

Transcription

1 Semester- Long Project: Part 6 / Final Report

2 Semester-Long Project Breakdown Part 1 Part 2 Part 3 Part 4 Part 5 Part 6 Proposal: problems, vision, goals, audience Naming exercise Foundation: Culture and tone, situation analysis, and core messaging Digital asset planning Set up of website and social media Campaign #1 Planning, Implementation and Metrics Campaign #2 Planning, Implementation and Metrics Final report including review, reflections, aspirations Visual identity (logo, font, colors) Metrics setup Audience persona (target audience profile) Customer decision process

3 Review: Parts 1-5 Look at all you have accomplished! 1. Identified the problem or challenges your semester-long project addressed 2. Established a vision and goals for your fictional organization 3. Completed an exercise in naming your organization. 4. Established a foundation for your project identifying your organization s mission, philosophy, and tone, conducting a SWOT analysis and mini competitor review, and crafting core messages for your organization through 5W s, key terms and phrases 5. Designed a logo and visual identity for your organization 6. Created a profile of your ideal customer by outlining characterizations, level of awareness, goals and motivations, challenges and frustrations, and media usage habits 7. Completed a customer decision process grid outlining an ideal customer s behavior as they journey through stages of engagement with your organization 8. Established a plan and vision for your website and social media engagement strategy 9. Created and designed a website for your organization including top level pages and the integration of Google Analytics, and search engine optimization on every page 10. Established social media channels including about and bio information and images. 11. Designed two digital campaign strategies including the community of interest analysis, content strategy, campaign messaging, editorial calendar, and plan for monitoring campaign effectiveness through various metrics points. 12. Implemented your campaigns including blog posts, social media posts, paid ads, and design and distribution of HTML s. 13. Monitored and reported on metrics from your campaigns with an emphasis on Google Analytics, social media metrics, advertising and performance.

4 6 / Final Report Part 6 is the design of a final showcase and reflection of your semester-long project. Your presentation will tell the story of your semesterlong project experience through live narration, visual display of materials created, experiences, results, and reflections on all that was learned (challenges and successes). Your presentation should be designed according to your mock company brand platform including fonts and color scheme, branding elements and style. Your [presentation/report] purpose is to make your audience see what you saw, hear what you heard, feel what you felt. Relevant detail, couched in concrete, colorful language, is the best way to recreate the incident as it happened and to picture it for the audience." -Dale Carnegie, motivational speaker, and author

5 Final Report Instructions 1. Review the Part 6 assignment materials in-full 2. Decide on which tool you want to use to design your presentation (e.g. PowerPoint, Prezi, Adobe Pages, Keynote, Google Presentation) 3. Collect, capture, and compile materials from the semester-long project including screenshots, jpegs, video files, and other artwork from your digital channels (web, social media), campaign creative (social media posts, blog posts, online ads, s), and metrics results (Google Analytics, Facebook insights, Instagram analytics, Constant Contact reports) 4. Design your presentation using the outline provided showcasing campaign examples through screenshots, jpegs, video, etc. Your presentation must be consistent with your mock company brand scheme and theme including use of color, fonts, and digital assets.

6 Final Report Outline A. Opening slide/frame identifying purpose, authors, and release date B. Introduce team members C. Summary of your mock company - who you are, what you do, where you're based, main audience, what makes you unique, products and services D. Highlight your main digital channels articulating the main purpose, function and vision behind your website, blog, and social channels. E. Summarize the main vision and purpose of your campaigns such as title/hashtag, theme, call to action and overall goals. F. Showcase highlights from your campaign materials including website features, blog posts, social media posts, HTML , etc. G. Summarize and showcase campaign metrics findings and outcomes (e.g. Google Analytics, social media insights or analytics, HTML metrics). Highlight changes you made between campaign #1 and #2 and what you learned most in the process of running campaigns and monitoring metrics H. Close with reflections and insights articulate what you enjoyed most about the class or campaign vs. greatest challenges. Share what you learned most from creating digital properties and executing a campaign. Share what you would do differently given the opportunity.