Department of Digital Communication

Overview of CM465 Capstone Course Digital Communication Professional Practices

Dr. Gina Marcello

Senior Capstone Class

Objective: Students work as team to identify, develop & implement a digital communication campaign for an assigned client.

Spring 2016 Clients• Common Agenda (Technical Recruiters)• Lion’s Tale Digital Edition (GCU’s Digital News)• Villa Tre Angeli B&B and Private Tours (Italian

Bed & Breakfast)

This course is the culmination of everything you’ve learned as a Digital Communication major. You are expected to be able to:

CONSRUCTING THE PLAN

1. Use research to analyze the situation facing the organization. What problem can you help them solve?

2. Develop a digital communication strategic plan that addresses the issue/problems identified in the first step.

3. Execute the plan with the communication tools identified to reach the objectives.

4. Measure whether you were successful in meeting the goals using evaluation tools.

STEP 1: RESEARCH /IDENTIFY THE PROBLEM

Formative Research to Analyze the Situation

SWOT Analysis

Strengths, Weaknesses

Opportunities, Threats

Step 2: CONSRUCT THE PLAN (Continued)

1.Write the problem/opportunity as a GOAL.

2.Write your OBJECTIVES – provides direction of specific and measureable outcomes.

3.TIME FRAME – identify dates and deliverable for each outcome

4.IDENTIFY THE AUDIENCE – who are you targeting in your digital communication campaign.

Step 2: CONSRUCT THE PLAN (Continued)

1.Identify digital communication STRATEGIES: what content needs to be developed to achieve your goals/objectives.

2.The strategies should be tied to objectives.

3.Select COMMUNICATION channels based on target audience.

4.TACTICS: the specific digital communication tools you will use.

PRESENT THE PLAN TO CLASS & CLIENT

2. Each group will submit a paper and present their findings/objectives to the class as a PowerPoint presentation.

The team develops target dates and identifies what types of content should be created and WHY. Your research is presented – this is your support for your teams ideas. After paper/presentation, team pitches proposal to

the client before advancing with content creation. Revisions are made after meeting with client & Dr.

Marcello, if necessary.

DIGITAL COMMUNICATION PLAN

Each team must minimally produce the following as part of their project:•TWO videos – shoot & edit•Social Strategies – Facebook, Twitter, Instagram, Blog, Youtube channel etc. This will depend on organization and needs of target audience. Min two.•Audio Content - Podcast or other audio used on social or as content•One newspaper article OR press release

• Log of hours and work performed by each student (this would be your billable hours -- submitted at end of semester)

• Calendar of project deadlines and deliverables.

Each videos must be have accompanying storyboard. Including script.

Storyboards can be drawn by hand. This is the conceptualized plan.

Each must include information for who/what is in the video. Details of your shoot.

Social strategy must help accomplish objectives.

What you need will depend on client and your identified objectives.

Minimally engage with two social platforms.

Part of your research will help you identify which ones and why.

Use your interviewing skills.

Ask interesting questions.

What create must depend on client and identified objectives.

You might develop a podcast or you might just want to capture interviews to use with video.

Billable Hours

Document your time & work

Keep track of what you do.

Each member will submit your hours at the end of the semester

MEASURING OUTCOMES

4. Measure whether you were successful in meeting the goals using evaluation tools.

At the conclusion of the semester, you need to show interaction and growth with the target audience.

For example, Facebook page grew by % or an increase likes – or shares. Measures for the social tool. Number of views.

Explain why it was or was not successful

Final Presentation (Group) •Paper•PowerPoint•All digital content outcomes presented

Individual•Paper•Reflection•Billable Hours•Grading Classmates