Student projects created in Fall 2019.
Each group was required to author a short, 3-5 page single-spaced policy brief for the SU administration that details a problem that exists in town/SU relations and suggests a possible solution. The briefs included a statement of the problem, a section providing relevant background information on that problem (including interview data, as well as any relevant information from local media or other resources), a section that offers 1-2 possible solutions, a cost-benefit analysis of those solutions, and a final recommendation.
Each group was required to prepare a PowerPoint presentation for the President of the Institution, the Chief Financial Officer and the Grants coordinator (who works closely with the local community). As such, this presentation had to summarize the outcomes of their policy brief and illustrate how they would promote their ideas to the local community through marketing strategies and techniques.
Once student teams had used their policy brief to develop a communication strategy, they were required to analyze their message using Rhetorical and Marketing Theory. There used the following ques to support this analysis:
- Describe the audience that this communication is designed for (use segmentation strategies and audience analysis data to support)
- Describe the vehicle/ format used to deliver or circulate this message (leaflet dropoff in stores, posters in downtown, local radio, facebook messages, youtube videos). What is the affordance or constraints of this format/ vehicle?
- Narrative Framing: What is the “big story” behind this message? How have you used shared values to communicate with your audience?
- What evidence led you to design this message in this way? (Interview insight, competitive analysis, auditing of existing messages)
- Describe the content of the message including any items of importance e.g. Aesthetics (sound, color, logo, pictures, images) or Stories, Roles and Values. Why did you design it in this way?
- What are the allusions/ feelings/ emotions that you are trying to evoke from the message? Why is this important?
- In seeing this message, what is the action you want your audience to take or role you want your audience to take on?