Civic Engagement ProjectPrinciple of Marketing 301 S2.docx

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Civic Engagement Project Principle of Marketing 301 S2 What sites to review? Site Architecture Phase One: Information Gathering Research 350.org thoroughly and other 350.org sites (350 Colorado, 350 Seattle) • What is the purpose of the site? • Goals – what do you hope to accomplish with the web site? (share information, motivate action) • Target Audience: Is there a specific group of people that will help you reach your goals? Picture the “ideal” person you want to visit your website. Consider their age, sex or interests. This will help determine the best design style, etc. • Content – What kind of information will the target audience be looking for on your site? Specific information, events, news? · Define Persona in detail · Determine Keywords · Project Plan Phase Two: Planning Using the information gathered from phase one, it is time to put together a plan for the web site. This is the point where a site map is developed · Determine Categories & Submenus · Find images (free) and document where they are from and any credits needed Phase Three: Design Drawing from the information gathered up to this point, it’s time to determine the look and feel of the site. Create prototypes of the Home Page including images. Phase Four: Development of Content Content Creation including: · Privacy Policy · Disclaimer · Contact · About Us · Newsletter · Newsletter Sign-Up communications · Social Media – Facebook, Twitter, Pinterest, Others? · Videos and You Tube Channel Phase Five: Analytics Phase Six Marketing and Promotion Ideas Phase Seven Testing Phase Eight · Guidelines for Coalition Members to provide content and sources for future content · Other Client Requests · Final Presentation to Client .

Education

Phase Two: Planning
Using the information gathered from phase one, it is time to put
together a plan for the web site. This is the point where a site
map is developed
· Determine Categories & Submenus
· Find images (free) and document where they are from and any
credits needed
Phase Three: Design
Drawing from the information gathered up to this point, it’s
time to determine the look and feel of the site. Create
prototypes of the Home Page including images.
Phase Four: Development of Content
Content Creation including:
· Privacy Policy
· Disclaimer
· Contact
· About Us
· Newsletter
· Newsletter Sign-Up communications
· Social Media – Facebook, Twitter, Pinterest, Others?
· Videos and You Tube Channel

Phase Five: Analytics
Phase Six Marketing and Promotion Ideas
Phase Seven Testing
Phase Eight
· Guidelines for Coalition Members to provide content and
sources for future content
· Other Client Requests
· Final Presentation to Client

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1. Choose a case for the paper that interests you. Most choose a case that they experienced on the job (e.g., company merger, reorganization, adoption of innovation or new procedure). If you have never experienced anything remotely like this, then you could choose a case in your community that interested you (e.g., political issues like taxes, land acquisition, school boards). If none of those apply then you can choose a case that is personal to you (e.g., getting a raise, selling something to a client or customer). If you have never worked, then choose a case you may experienced as an intern or student. I am pretty liberal about the kind of case that you choose. 2. Choose a case that involved a failed change attempt or proposes a change that has never been attempted. DO NOT CHOOSE A CASE THAT WAS SUCCESSFUL. The outline is hard to use when describing successful change attempts. 3. Write the paper as an expanded outline. That means writing paragraphs under the lower level headings. By using the outline as headings, you won’t leave something out. 4. With regard to length, some overwrite Section I. I think they get into describing the problem and go on a tirade. Although cathartic, it eats space. Section II should be relatively brief and the shortest of the three sections. Section III is where you should be writing a lot. That is where you are showing me that you can use the course content to propose an effective change. 5. Remember that you will be sending the paper to me as an attachment. I will grade it and make comments in the file. I will return it to you at the SAME address from which I received it. IF FOR SOME REASON, YOU DON’T WANT ANYONE TO SEE THE PAPER, USE YOUR STUDENT EMAIL ADDRESS. DO NOT USE YOUR WORK ADDRESS. 6. I will erase all papers at the end of the term. I never share papers with others. Below I will give you some insights into the outline. SUGGESTED OUTLINE FOR CHANGE MANAGEMENT PAPERS I. Statement of problem area. In this section, describe the change attempt and the key players. A. Background of change attempt. 1. Nature of change (What is being proposed?). In this section, provide an overview of the change including a brief history. 2. Issues (Why is it being proposed?). If you are writing about a failed change, indicate why it was proposed and how it failed. If you are writing about a proposed change, then describe the problem it is intended to resolve. 3. Change Agent(s). This section is focused on the people who proposed or will propose the change. If there are only a few change agents, you can describe what each on is like. If you are there many, then describe their general characteristics. 4. A. Personality. What are they like? If you want, you can refer to the personalities I mention in the handout on integrative bargaining. B. Power. What kind of power do the change agents have and how much? Is their power formal (e.g., authority) and/or or informal (e.g., expertise, chari.

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