This presentation presents the tasks digital communication majors need to be able to complete for graduation. In this capstone class (CM465 Professional Practices), students work as digital content creators. Each team is assigned a specific client. Please note: approximately half of the courses offered in the major are studio classes -- students learn how to produce using the suite of Adobe tools in a MAC lab. We provide a balance between theory and actual digital creation -- the practice. Georgian Court University digital communication majors learn content creation and content creation strategies. http://bit.ly/1ZCAJIa

1. Department of
Digital Communication
Overview of CM465 Capstone Course
Digital Communication Professional Practices
Dr. Gina Marcello

2. 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)

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

4. 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.

5. STEP 1: RESEARCH /IDENTIFY THE
PROBLEM
Formative Research to Analyze the Situation
SWOT Analysis
Strengths, Weaknesses
Opportunities, Threats

8. 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.

9. 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.

10. 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.

11. 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.

12. 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.

13. 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.

14. 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.

15. Billable Hours
Document your time
& work
Keep track of what you do.
Each member will submit your hours at
the end of the semester

16. 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

17. Final Presentation (Group)
•Paper
•PowerPoint
•All digital content outcomes
presented
Individual
•Paper
•Reflection
•Billable Hours
•Grading Classmates