This document outlines the assignments for a strategic communication management course. Students will develop a strategic communication plan in stages over six weeks. The plan topics can be about increasing sustainable practices on hiking trails, promoting the value of graduate degrees, or educating builders on structural safety. Assignment 1 involves researching the organization and issue. Assignment 2 adds the action plan details. Assignment 3 completes the plan by integrating implementation and evaluation sections. Students will present their final plan to the class.

1. CMN 6010 Strategic Communication Management
Assignments for Creating a Strategic Communication Plan:
Overview
The goal of this course is to help you understand how to build a
strategic communications plan to support an organization in
achieving an important outcome.
During this six-week class you will build such a plan,
developing it in stages through separate assignments. In the
sections below, you will find the following information:
· Topics for a strategic communications plan (page 1)
· Assignment 1: Research phase of the plan (page 2)
· Assignment 2: Action phase of the plan (pages 3-4)
· Assignment 3: Completion of plan, with addition of
Implementation and Evaluation (pages 5-7)
Topics for Strategic Communication Plan
Please choose one of the following topics for the strategic
communication plan you will develop. You also have the option
to present your own topic. Please first review your proposal
with the instructors.
Appalachian Mountain Club Trash
https://www.washingtonpost.com/dc-md-
va/2021/08/22/appalachian-trail-crowds-roller-coaster-hikers/
The pandemic had the silver lining of prompting more people to
pick up hiking as a form of exercise. One of the downsides of
this greater participation, though, is that many trails have
become overcrowded and seen a rise in the amount of trash left
behind. The Appalachian Trail is one of the sites that has seen
this negative effect. Your job is to create a plan for the
Appalachian Mountain Club that welcomes people to its trails
yet also convinces them to exhibit care in preserving the
pristine nature of the sites.
Value of Graduate Degree

2. https://www.wsj.com/articles/graduate-school-mba-masters-phd-
tuition-academia-11628632688
https://www.northeastern.edu/graduate/blog/value-of-masters-
degree/
A recent article in the Wall Street Journal questions whether a
master’s degree is worth the cost. Imagine you have been hired
by Northeastern University to create a strategic communications
plan to assert that a graduate education is a valuable investment.
Employing Structural Engineers to Prevent Building Collapse
https://www.businessinsider.com/surfside-florida-building-
collapse-causes-structural-engineers-2021-7
The collapse of the high-rise condo in Surfside, Florida shook
the belief most people hold that the buildings where we live,
work, and visit are safe places. The engineering consulting firm
Thornton Tomasetti wants to develop a communications
outreach program to educate building developers and owners of
ways they can maximize building safety and minimize the risk
of support structures giving out. An underlying motivation is
that Thornton Tomasetti has the expertise to serve as a
consultant to these developers and owners.
Assignment 1: Research Phase
You will develop the Research section of the communications
plan. Your submitted assignment will have two parts. One will
be your content for the plan, following the guidelines in the
matrix below.
The other will be a two-page document that describes how you
developed the Background, Situation Analysis, and Core
Problem or Opportunity. What sources did you examine? What
ideas from the textbook did you use? What options did you
consider in building out the sections? What else can you share
about your thought process?
Due: End of second week of class

3. Phase
Step
Description
Length
Research
Background
Describe the organization and its mission. Describe its industry
and its major partners or competitors. Describe how well known
the organization is and its reputation. Provide other background
information relevant to developing a communications campaign.
1 page
Situation Analysis
Describe what is going on currently with the organization in
terms of a significant problem or opportunity. Also describe the
challenges or obstacles to addressing the problem or
opportunity.
2 para-graphs
Core Problem or Opportunity
Describe exactly what the organization is trying to accomplish
and the consequences of not achieving the desired results.
1 sentence
Evaluation Rubric
Elements
Description
Maximum Points Possible
Quality of Content
Student’s submission demonstrates strong work in examining
the organization and the core underlying topic. The entries in
each Research category provide a solid foundation for
developing the next sections of the plan.
_____/6

4. Application of Course Ideas
Student’s submission demonstrates good understanding and
application of Research concepts from course materials.
_____/4
Communication Effectiveness
Student’s submission is clear, well organized, and error free.
The student properly cites and references sources used in
completing the assignment.
_____/2
Total
_____/12
Assignment 2: Action Phase
You will develop the Action section of the communications
plan. Your submitted assignment will have two parts. One will
be your content for the plan, following the guidelines in the
matrix below.
The other will be a three-page document that describes how you
developed the seven sections under Action Planning. What
sources did you examine? What ideas from the textbook did you
use? What options did you consider in building out the
sections? What else can you share about your thought process?
Due: End of fourth week of class
Notes:
· Please include the Research section you previously developed.
This will provide the instructors with context as they evaluate
your Action Planning section.
· This is a significant assignment to accomplish in two weeks.
Try to complete Goal and Objectives, Big Idea, and Key Publics
in the first week and Messages, Tactics, Calendar, and Budget
in the second week.
· If you are a visual person, feel free to include images and
creative sketches that help present your ideas more fully.

5. Action Planning
Goal and Objectives
Describe the overall goal for the communications campaign.
Describe the specific results that will demonstrate the goal has
been achieved (objectives).
Goal: 1 sentence;
Objectives: 3-5 bullets
Big Idea
Describe your proposed creative approach to the campaign
1 sentence
Key Publics
Describe the key groups the campaign must reach to succeed.
Provide background information on each group: size,
relationship with organization, main interests, and what the
client would like to accomplish with each group.
1 paragraph per key public
Messages
Describe the primary messages that will appeal to each key
public.
1-2 sentences per message
Tactics
Describe how you will implement the creative approach to reach
each audience. Address:
-Methods (example: events or press articles),
-Channels (example: social media or email), and
-Frequency (example: one time or repeated).
1-2 paragraphs
Calendar
Present high-level view of when the different tactics begin and
end

6. Use Gantt Chart Template
Budget
Present high-level view of estimated cost to develop campaign –
labor, advertising, out-of-pocket (e.g., food for an event), and
other
Use Budget Template
Evaluation Rubric
Elements
Description
Maximum Points Possible
Quality of Content
Student’s submission demonstrates strong work in addressing
each of the seven sections of the Action Planning stage. Student
presents descriptions that enable the client to visualize the ideas
for the campaign.
_____/12
Application of Course Ideas
Student’s submission demonstrates good understanding and
application of Action Planning concepts from course materials.
_____/8
Communication Effectiveness
Student’s submission is clear, well organized, and error free.
The student properly cites and references sources used in
completing the assignment.
_____/5
Total
_____/25
Assignment 3: Full Plan (Includes Implementation and
Evaluation)

7. You will submit your completed strategic communications plan.
This will include adding the Implementation and Evaluation
sections and updating your Research and Action sections based
on earlier instructor feedback. Your submitted assignment will
have three parts:
1. Your full plan, following the guidelines in the matrix below.
2. A three-page document in which you evaluate your plan.
a. What do you think are the strongest parts? Why? What parts
are you less confident in? Why? Please connect your evaluation
to concepts from the course materials.
b. Also, please describe 2-3 key ideas you will take from the
course in terms of the connection between a communications
plan and the actual communications to achieve a desired
outcome for the organization.
3. A 5-minute presentation of your plan in class, following the
guidelines below.
Due: Week 6 Final Class
Phase
Step
Description
Length
Research
Background
Describe the organization and its mission. Describe its industry
and its major partners or competitors. Describe how well known
the organization is and its reputation. Provide other background
information relevant to developing a communications campaign.
1 page
Situation Analysis
Describe what is going on currently with the organization in
terms of a significant problem or opportunity. Also describe the
challenges or obstacles to addressing the problem or
opportunity.
2 para-graphs

8. Core Problem or Opportunity
Describe exactly what the organization is trying to accomplish
and the consequences of not achieving the desired results.
1 sentence
Action Planning
Goal and Objectives
Describe the overall goal for the communications campaign.
Describe the specific results that will demonstrate the goal has
been achieved (objectives).
Goal: 1 sentence;
Objectives: 3-5 bullets
Big Idea
Describe your proposed creative approach to the campaign
1 sentence
Key Publics
Describe the key groups the campaign must reach to succeed.
Provide background information on each group: size,
relationship with organization, main interests, and what the
client would like to accomplish with each group.
1 paragraph per key public
Messages
Describe the primary messages that will appeal to each key
public.
1-2 sentences per message
Tactics
Describe how you will implement the creative approach to reach
each audience. Address:
-Methods (example: events or press articles),
-Channels (example: social media or email), and
-Frequency (example: one time or repeated).
1-2 paragraphs

9. Calendar
Present high-level view of when the different tactics begin and
end
Use Gantt Chart Template
Budget
Present high-level view of estimated cost to develop campaign –
labor, advertising, out-of-pocket (e.g., food for an event), and
other
Use Budget Template
Communication
Implementation
Describe who will be responsible for implementing individual
tactics and for overall project management. Note: It is ok to use
job titles rather than specific names.
1 paragraph
Evaluation
Criteria/Tools
Describe 3 main metrics to measure the success of the
campaign. Also describe how you will gather the data.
3 bullets with metric and method to gather data
Presentation Guidelines:
· 5 minutes long; limit to 5-7 slides
· To cover:
Topic
Description
Length
Introduction
Who is the organization? What are you trying to help them
accomplish?
:30
Research
What are the 2-3 main items you learned about the organization

10. and its situation that shaped your thinking?
1:00
Action
What are you recommending? Who is the target audience? How
will you reach them? What will be the message?
3:00
Implementation and Evaluation
What resources are required? How will you know if the
communications have been successful?
1:00
Closing
What is the next step? Does the plan need further work?
:30
Evaluation Rubric
Elements
Description
Maximum Points Possible
Quality of Content
Student submits a well-prepared communications plan that
aligns with the organization’s desired outcomes. It is
comprehensive and reflects strong work in analyzing the
situation and developing effective communications ideas.
_____/18
Application of Course Ideas
Student’s submission demonstrates good understanding and
application of strategic communications management concepts
from course materials.
_____/10

11. Communication Effectiveness
Student’s submission is clear, well organized, and error free.
The student properly cites and references sources used in
completing the assignment.
_____/7
Presentation
Student delivers a clear and concise presentation summarizing
his or her strategic communications plan. Student adheres to
presentation guidelines.
_____/5
Total
_____/40
Rubric for Theoretical Framework
No Present
Emerging
Approaches Expectations
Meets Expectations
Exceeds Expectations
Overview
0 points
20 points
Attempts to introduce the theoretical framework.
25 points
Somewhat Introduces the theoretical framework.
30 points
Introduces the theoretical framework.
34 points
Thoroughly Introduces the theoretical framework.

12. Alignment
0 points
20 points
Attempts to discusshow the framework supports
the mock dissertation topic.
25 points
Somewhat discusseshow the framework supports
the mock dissertation topic.
30 points
Discusseshow the framework supports
the mock dissertation topic.
33 points
Thoroughly discusseshow the framework supports
the mock dissertation topic.
Connection to Literature:
0 points
20 points
Attempts to provides a theoretical context for developing the
proposed literature review.
25 points
Somewhat provides a theoretical context for
developing the proposed literature review.
30 points
Provides a theoretical context for developing the proposed
literature review.

13. 33 points
Thoroughly provides a theoretical context for developing the
proposed literature review.
Stick to the topic Cyber security Healthcare
Overview: Rather than writing a full-length literature review for
your topic, you will practice developing your theoretical
framework for your mock dissertation topic in this assignment
and then develop your literature review funnel for assignment
7.2.
· The purpose of the theoretical framework is to tie the
dissertation together. As the researcher, you should approach
the proposed research from a theory or set of theories that
provide the backdrop for the work (researchers do not create
theory; they use established theory in which to embed their
work).
· This section should describe how this study will relate to
existing theories and discuss how the methodology being used
in the study links to those theories
· The theoretical framework justifies the methods you plan to
use for conducting the study and presents how this research will
contribute to the body of knowledge and/or practice. Further, it
describes the context within which to locate the intended project
and suggests why doing such a study is worthwhile.
Directions:
1. Review the rubric and examples to make sure you understand
the expectations of this assignment.
a. Sample Theoretical Framework.pdfSample Theoretical
Framework.pdf - Alternative Formats
b. Rubric for 7.1.docxRubric for 7.1.docx - Alternative Formats
2. Develop a 1 page (more is fine) theoretical framework for
your mock dissertation topic. Consider (but do NOT directly
answer) the following questions when you write your theoretical

14. framework:
a. Is the theoretical foundation strong?
b. Are the theoretical sources apparent?
c. Are they appropriate for the topic?
d. Do they need further explanation?
3. Submit your theoretical framework to the submission box.
ProjectScheduleCreate a Project Schedule in this worksheet.
Enter title of this project in cell B1.
Information about how to use this worksheet, including
instructions for screen readers and the author of this workbook
is in the About worksheet.
Continue navigating down column A to hear further
instructions.PROJECT TITLESIMPLE GANTT CHART by
Vertex42.comEnter Company Name in cell B2.Company
Namehttps://www.vertex42.com/ExcelTemplates/simple-gantt-
chart.htmlEnter the name of the Project Lead in cell B3. Enter
the Project Start date in cell E3. Pooject Start: label is in cell
C3.Project LeadThu, 12/2/2021The Display Week in cell E4
represents the starting week to display in the project schedule in
cell I4. The project start date is considered Week 1. To change
the display week, simply enter a new week number in cell E4.
The starting date for each week, starting with the display week
from cell E4, starts in cell I4 and is auto calculated. There are 8
weeks represented in this view from cell I4 through cell BF4.
You should not modify these cells.
Display Week: label is in cell C4.1Nov 29, 2021Dec 6, 2021Dec
13, 2021Dec 20, 2021Dec 27, 2021Jan 3, 2022Jan 10, 2022Jan
17, 2022Cells I5 through BL5 contain the day number for the
week represented in the cell block above each date cell and are
auto calculated.
You should not modify these cells.
Today's date is outlined in Red (hex #AD3815) from today's
date in row 5 through the entire date column to the end of the
project

15. schedule.293012345678910111213141516171819202122232425
2627282930311234567891011121314151617181920212223This
row contains headers for the project schedule that follows below
them.
Navigate from B6 through BL 6 to hear the content. The first
letter of each day of the week for the date above that heading,
starts in cell I6 and continues through cell BL6.
All project timeline charting is auto generated based on the start
and end dates entered, using conditional formats.
Do not modify content in cells within columns after column I
starting with cell
I7.TASKSTARTENDDAYSMTWTFSSMTWTFSSMTWTFSSM
TWTFSSMTWTFSSMTWTFSSMTWTFSSMTWTFSSDo not
delete this row. This row is hidden to preserve a formula that is
used to highlight the curren day within the project schedule.
Cell B8 contains the Phase 1 sample title.
Enter a new Title in cell B8.
Enter a name to assign the phase to, if it applies for your
project, in cell C8.
Enter Progress for the entire phase, if it applies for your
project, in cell D8.
Enter the start and end dates for the entire phase, if it applies
for your project, in cells E8 and F8.
The Gantt chart will automatically fill in the appropriate dates
and shade according to the progress entered.
To delete the phase and work only from tasks, simply delete this
row.Tactic 1Cell B9 contains the sample task "Task 1."
Enter a new task name in cell B9.
Enter a person to assign the task to in cell C9.
Enter progres of the task in cell D9. A progress bar appears in
the cell and is shaded according to the number in the cell. For
example, 50 percent progress would shade half of the cell.
Enter task start date in cell E9.
Enter task end date in cell F9.
A status bar shaded for the dates entered appears in blocks
starting from cell I9 through BL9. Task 1Rows 10 through 13

16. repeat the pattern from row 9.
Repeat the instructions from cell A9 for all task rows in this
worksheet. Overwrite any sample data.
A sample of another phase starts in cell A14.
Continue entering tasks in cells A10 through A13 or go to cell
A14 to learn more.Task 2Task 3Task 4Task 5The cell at right
contains the Phase 2 sample title.
You can create a new phase at any time within column B. This
project schedule does not require phases. To remove the phase,
simply delete the row.
To create a new phase block in this row, enter a new Title in
cell at right.
To continue adding tasks to the phase above, enter a new row
above this one and fill in the task data as in cell A9's
instruction.
Update the Phase details in cell at right based on cell A8's
instruction.
Continue navigating down column A cells to learn more.
If you haven't added any new rows in this worksheet, you will
find 2 additional sample phase blocks have been created for you
in cells B20 and B26. Otherwise, navigate through column A
cells to find the additional blocks.
Repeat the instructions from cells A8 and A9 whenever you
need to.Tactic 2Task 1Task 2Task 3Task 4Task 5This is an
empty rowThis row marks the end of the Project Schedule. DO
NOT enter anything in this row.
Insert new rows ABOVE this one to continue building out your
Project Schedule.Insert new rows ABOVE this one
Page &P of &N
https://www.vertex42.com/ExcelTemplates/simple-gantt-
chart.html?utm_source=ms&utm_medium=file&utm_campaign=
office&utm_content=urlhttps://www.vertex42.com/ExcelTempla
tes/simple-gantt-
chart.html?utm_source=ms&utm_medium=file&utm_campaign=
office&utm_content=text
AboutSIMPLE GANTT CHART by

17. Vertex42.comhttps://www.vertex42.com/ExcelTemplates/simple
-gantt-chart.htmlAbout This TemplateThis template provides a
simple way to create a Gantt chart to help visualize and track
your project. Simply enter your tasks and start and end dates -
no formulas required. The bars in the Gantt chart represent the
duration of the task and are displayed using conditional
formatting. Insert new tasks by inserting new rows.Guide for
Screen ReadersThere are 2 worksheets in this workbook.
TimeSheet
About
The instructions for each worksheet are in the A column starting
in cell A1 of each worksheet. They are written with hidden text.
Each step guides you through the information in that row. Each
subsequent step continues in cell A2, A3, and so on, unless
otherwise explicitly directed. For example, instruction text
might say "continue to cell A6" for the next step.
This hidden text will not print.
To remove these instructions from the worksheet, simply delete
column A.Additional HelpClick on the link below to visit
vertex42.com and learn more about how to use this template,
such as how to calculate days and work days, create task
dependencies, change the colors of the bars, add a scroll bar to
make it easier to change the display week, extend the date range
displayed in the chart, etc.How to Use the Simple Gantt
ChartMore Project Management TemplatesVisit Vertex42.com
to download other project management templates, including
different types of project schedules, Gantt charts, tasks lists,
etc.Project Management TemplatesAbout
Vertex42Vertex42.com provides over 300 professionally
designed spreadsheet templates for business, home, and
education - most of which are free to download. Their collection
includes a variety of calendars, planners, and schedules as well

18. as personal finance spreadsheets for budgeting, debt reduction,
and loan amortization.Businesses will find invoices, time
sheets, inventory trackers, financial statements, and project
planning templates. Teachers and students will find resources
such as class schedules, grade books, and attendance sheets.
Organize your family life with meal planners, checklists, and
exercise logs. Each template is thoroughly researched, refined,
and improved over time through feedback from thousands of
users.https://www.vertex42.com/ExcelTemplates/excel-project-
management.html?utm_source=ms&utm_medium=file&utm_cam
paign=office&utm_content=texthttps://www.vertex42.com/Exce
lTemplates/simple-gantt-
chart.html?utm_source=ms&utm_medium=file&utm_campaign=
office&utm_content=helphttps://www.vertex42.com/ExcelTemp
lates/simple-gantt-
chart.html?utm_source=ms&utm_medium=file&utm_campaign=
office&utm_content=urlhttps://www.vertex42.com/ExcelTempla
tes/simple-gantt-
chart.html?utm_source=ms&utm_medium=file&utm_campaign=
office&utm_content=text
Budget Template for Strategic Communications Plan
Note: First read Chapter 10 in the textbook and the “Developing
a Marketing Campaign and Budget” article in Canvas.
Step 1: Answer the following questions for the individual
tactics
Tactic #1: _________________________________
Labor
· What professional staff is required to perform the work? What
are their titles?
· How many hours will each staff person work on the project?
· What is the average hourly rate for each title? (Do Google
search.)
· What is the total amount for each professional staff person?

19. · What is the combined cost for all professional staff working
on the project?
Out of Pocket
· What additional expenses will we occur – out of pocket costs?
· What is the estimated cost for each out of pocket item?
· What is the combined cost for all out of pocket costs?
Repeat the process for the other tactics.
Step #2
Combine the Labor and Out of Pocket Costs into a single
budget.
Description
Cost
Labor Expenses
Out of Pocket Expenses
Total Budget