Master of Science
Written Portfolio
Capstone: Digital Communications Strategy and Entrepreneurship
Our final class for our Master of Communications degree brought together many of teachings from past classes, combined with design learning techniques. For our final project we were tasked to create a communication innovation and strategic plan explaining why this topic is important and relevant, the business model it would utilize, and the distinct value the innovation would have for stakeholders.
My innovation was called "Alliance: Content Management and more" and was based on the idea of audience segmentation for digital and social media marketing. Here is the summary:
Alliance is a content management system that helps businesses get more value from digital marketing. By identifying and segmenting an audience into different groups, we can help businesses build better relationships by communicating directly to each group. Alliance offers a variety of services to fit the needs of any size business; including digital and traditional research so the business can get a deep understanding of their audiences, to making media recommendations and placing media where the audience is most likely to interact with it, and real time reporting so the business can quickly adapt to audience feedback and continue to make their campaigns the most effective they can be. Our easy-to-use audience profile templates let businesses set up profiles quickly, so they can start creating campaigns and building better relationships with their audiences. Alliance is an all-in-one platform, and one-stop for setting up and reporting on digital marketing campaigns.
My innovation was called "Alliance: Content Management and more" and was based on the idea of audience segmentation for digital and social media marketing. Here is the summary:
Alliance is a content management system that helps businesses get more value from digital marketing. By identifying and segmenting an audience into different groups, we can help businesses build better relationships by communicating directly to each group. Alliance offers a variety of services to fit the needs of any size business; including digital and traditional research so the business can get a deep understanding of their audiences, to making media recommendations and placing media where the audience is most likely to interact with it, and real time reporting so the business can quickly adapt to audience feedback and continue to make their campaigns the most effective they can be. Our easy-to-use audience profile templates let businesses set up profiles quickly, so they can start creating campaigns and building better relationships with their audiences. Alliance is an all-in-one platform, and one-stop for setting up and reporting on digital marketing campaigns.
Communications Planning
The goal this class was to learn the media planning skills necessary to work in the advertising business (agency, media seller or client side), by gaining insights into all elements of the communications planning process.
This class culminated in our final project: an entire media plan for a real life client. This class was extremely challenging (especially since I do not consider myself to be a "math person") but it was also very rewarding.
This class culminated in our final project: an entire media plan for a real life client. This class was extremely challenging (especially since I do not consider myself to be a "math person") but it was also very rewarding.
Advertising Strategic Principles and Practices
This class is one of the first taken in our Advertising Specialization track. Taught by an advertising industry veteran, we learned about how strategy contributes to an overarching communications campaign. In groups of three, we worked throughout the term to create a brand campaign for an iconic brand. My group chose Heineken, which we positioned as "the most refined beer for a distinguished customer who believes taste matters" and created the tag line "Taste the greatness."
Advertising and PR Research Design
As the research methods class for Advertising and PR students, we learned a variety of techniques that would help us when planning future campaigns. Our culminating project required primary, secondary, syndicated, qualitative and quantitative research methods. My research project was focused on Dunkin' Donuts, and if their decision to rebrand and change their name to Dunkin' was a good idea.
Social Media for Communicators
As someone who is fascinated by social media and the impacts it has on society, this was definitely one of my favorite classes. For our final project, I got to create a social media strategy for one of my all time favorite companies, Marvel, and turned my attention to Marvel Unlimited, their online comic membership. I created a plan to help boost awareness to Marvel fans, create meaningful interactions on social media, and double paid subscriptions in the first year. On this project I was incredibly proud to earn a rare 100%, and when my professor commented that I should work for Marvel one day, I was even prouder.
Intro to Digital Communications & Digital Communications System
These were the first two classes I took as part of my program. Intro to Dig Comm was a great way to jump back into school work, while Dig Comm Systems was much more challenging, but rewarding.
My final project for Intro to Dig Comm was a case study on the impact of Pokémon Go, which included literature reviews, analysis and observations, discussion, and recommendations for the future.
For Dig Comm Systems, we worked in groups of three to create a digital media service with a distinct mission,
audience, and marketing techniques. My group created a website/community called Electro Hip Soul; a music, lifestyle and wellness brand.
My final project for Intro to Dig Comm was a case study on the impact of Pokémon Go, which included literature reviews, analysis and observations, discussion, and recommendations for the future.
For Dig Comm Systems, we worked in groups of three to create a digital media service with a distinct mission,
audience, and marketing techniques. My group created a website/community called Electro Hip Soul; a music, lifestyle and wellness brand.