Overview

The final project for this course is a digital media communications PR campaign. The current public relations environment requires effective integration of a range of digital tools (social media channels, such as Facebook, and new media platforms, such as Pinterest) to reach the desired target audiences. The societal demand for real-time information delivered in an authentic way pushes communications professionals to achieve proficiency across the spectrum of social media channels. Understanding the environment and language of each digital channel is key to an effective, integrated communications campaign. To this end, you will create a digital media campaign that illustrates the power of reaching an audience through these dynamic tools. This project is divided into four milestones, which are due in Modules Two, Four, Five, and Seven. These milestones will inform your final submission. The final written report is due in Module Nine. This report should be 10-14 pages in length.

Prompt

Create a report that includes the research and evaluation that will inform your digital media communications campaign. Your report will consist of a campaign proposal that includes an analysis of the effectiveness of digital tools for their ability to reach an audience, especially focusing on the language and stylistic elements endemic to those platforms. The primary focus should be social media channels; the secondary focus should be new media platforms. Then, using that information, create your own campaign employing the digital tools you have studied, including samples and a return on investment (ROI) report. Specifically, all of the following critical elements must be addressed in your campaign proposal:

1. Background

Provide an overview of the company selected for the campaign. This background will provide context for the digital communications campaign that you will create.

2. Evaluation of Digital Tools

Include an evaluation of various social media channels/new media platforms relevant to your campaign. Your evaluation must substantiate your recommendation of tools for the specific campaign. Be sure to evaluate the tools for the following:

a. Communication Styles. Language and stylistic elements.

b. Effectiveness. How do these digital tools reach a target audience and create community?

3. Recommendation of Digital Tools

a. Select 3-5 Digital Tools. Based on the evaluation, narrow down the list of social media channels/new media platforms and select 3-5 of these tools (including both social media channels and new media platforms) that you recommend for the campaign.

b. Employment of Digital Tools. Recommend how to directly employ the 3-5 digital tools in the campaign.

4. Target Audience

Identify the campaign's target audience and describe how each digital tool can be used to reach the audience.

5. Challenges

Identify potential challenges and include an overall recommendation of how these digital tools can be used to respond to any possible challenges in the campaign.

6. Opportunities

Identify potential opportunities and include an overall recommendation of ways in which these digital tools can be used to take advantage of the opportunities that will contribute to the overall success of the campaign.

7. Current Social Trends

Evaluate the current social trends related to the campaign. How do the social media channels/new media platforms match these trends?

8. Brand Imaging Strategies

How can the social media channels/new media platforms be employed for brand imaging? Describe the strategies that you will use to capture a consistent theme and enhance the consumer experience with this media.

9. Predict Future Trends

Predict future trends regarding the use of social media channels/new media platforms. How can the selected digital tools be used to address these potential trends?

10. Sample Copy

Create a sample copy for your chosen social media channels/new media platforms and include an analysis of why this approach would be effective.

11. Return on Investment (ROI) Report

Design a one-page ROI report that incorporates effective standards for measuring the outcomes of your campaign.

Milestones

Milestone One: Digital Tools

In task 2-2, you will submit an overview of the company approved by the instructor for the campaign. This background will provide context for the digital communications campaign that you will create. You will then evaluate the application of the communication styles of three to five digital tools. This milestone will inform your final project. Based on your evaluation, you may or may not choose to use these digital tools in your digital campaign. For each tool, discuss the effectiveness in reaching a target audience and propose how to develop that audience into an online community.

Milestone Two: Case Study of New Media Tools

In task 4-2, you will conduct a case study of how a current company uses new media tools for a digital media PR communications campaign. You should select a different company than the one you selected for your final project (though perhaps in the same industry or field). This will provide you with a different perspective, and you can apply what you learn from this milestone to your project. Be sure to evaluate all or some of the digital tools discussed in Milestone One. Evaluate the engagement and effectiveness of this company's connectivity, engagement, and community building with the company's target audience through social media, and make recommendations for improvement to the company's social media use and approach. Identify unique challenges and opportunities for the company, and recommend how new media tools can address these challenges and opportunities.

Milestone Three: Campaign Outline

In task 5-2, you will submit an outline for your digital media communications PR campaign. The outline should develop the campaign and the brand imaging strategies. You will identify current social trends and the final three to five digital tools you will use in the campaign. You must describe the target audience, brand imaging strategies, and future trends.

Milestone Four: Sample Copy (or Assets for Engagement Efforts) and Return on Investment Report In task 7-2, you will submit a sample copy (or assets for engagement efforts) that is written appropriately for the digital platforms used in your campaign. Also design a one-page return on investment (ROI) report that incorporates effective standards for measuring the outcomes of your campaign.