Overview

In COMSTRAT 310 students work in teams to generate original social media, PR, and advertising campaign elements for a single fictional company, organization, event or initiative. Students will conceptualize a fictional brand or mock company.

Throughout the semester, students will create digital assets as part of an integrated campaign. In preparation, they will establish a project founded for brand, audience, and message. They will engage in visual storytelling and digital content creation for a website, social media channels, email marketing, online advertising and blog.

Categories for semester-long projects:

  • Retail (e.g. fashion, merchandise, crafts, hobby store, online store, candy store, tattoo parlor)
  • Hospitality (e.g. restaurant, food truck, brewery, winery, coffee shop)
  • Travel (e.g. tours, resort, hotel, bed & breakfast)
  • Sports (e.g. golf course, fitness center, sports complex, yoga studio)
  • Event (e.g. concert, festival, fair, 5k run, wine tasting event, weddings)
  • Nonprofit, philanthropy or political (e.g. supporting a specific cause, initiative, proposition or movement such as diabetes, heart disease, LGBT issues, veterans or fighting against childhood obesity, discrimination, eating disorders, etc.)

Roles on Teams

  • Account Manager – Project manager, client relations
  • Creative – Copywriter
  • Creative –  Art Director (visual design)
  • Research and/or Media – Market and client research, media planning

Mock Company Ideas

  • 5k run or relay or fun run
  • 5k run with a nonprofit benefit
  • Art gallery that hosts events and features local musicians
  • Bed and breakfast or hotel
  • Beer run that incorporates cycling, running, or walking
  • Bike shop
  • Blog that features travel packages, events, great food within a select region
  • Coffee & music venue
  • Concert or music festival
  • Custom travel packages
  • Event around gaming and bringing gamers together (tournament) that also incorporates musical acts and food vendors
  • Event that incorporates animals and benefits humane societies
  • Event that partners with sports and music
  • Event venue
  • Fashion show that benefits a cause
  • Fitness club
  • Fitness studio
  • Food truck
  • Fun run that benefits local charities
  • Golf course
  • Identify a cause (i.e. fighting leukemia or ALS, drug abuse prevention, texting, and driving) and create your own framework around supporting and building awareness about the cause
  • Moving music and wine event that travels regionally
  • Music event featuring local artists
  • Online boutique featuring clothes for a specific audience type
  • Online magazine featuring fashion, music or travel
  • Online store featuring local artists in music, painting, etc.
  • Online store featuring vintage fashion, music or books
  • Outdoor festival like Telluride where camping is incorporated
  • Outdoor tour company
  • Podcast featuring music, fashion icons or travel
  • Sports complex for youth
  • Sports-themed restaurant or food truck
  • Tapas (small plate) restaurant featuring outdoor seating, music, and dancing
  • Wedding planning services
  • Wine tasting event
  • Winery that hosts events and features music on the weekends
  • Yoga studio combined with healthy café

Course Deliverables

  1. Team orientation, setup and establishing your team charter
  2. Part 1: Creative brief, brand content, and identity package
  3. Part 2: Online presence and preliminary digital content
  4. Part 3: Branded materials, digital content creation, and Campaign #1 strategy
  5. Part 4: Campaign #1 implementation, monitoring, and metrics
  6. Part 5: Campaign #2 planning, implementation with new content creation, monitoring, and metrics
  7. Part 6: Final Report & Presentation

Project Success Metrics

  1. Identified the problem – or challenges your semester-long project addressed
  2. Established a vision and goals for your fictional organization
  3. Completed an exercise in naming your organization.
  4. Established a foundation for your project – identifying your organization’s mission, philosophy, and tone, conducting a SWOT analysis and mini competitor review, and crafting core messages for your organization through 5W’s, key terms and phrases
  5. Designed a logo and visual identity for your organization
  6. Created a profile of your ideal customer by outlining characterizations, level of awareness, goals and motivations, challenges and frustrations, and media usage habits
  7. Completed a customer decision process grid outlining an ideal customer’s behavior as they journey through stages of engagement with your organization
  8. Established a plan and vision for your website and social media engagement strategy
  9. Created and designed a website for your organization including top level pages and the integration of Google Analytics, and search engine optimization on every page
  10. Established social media channels including about and bio information and images.
  11. Designed two digital campaign strategies including the community of interest analysis, content strategy, campaign messaging, editorial calendar, and plan for monitoring campaign effectiveness through various metrics points.
  12. Implemented your campaigns including blog posts, social media posts, paid ads, and design and distribution of HTML emails.
  13. Monitored and reported on metrics from your campaigns with an emphasis on Google Analytics, social media metrics, advertising and email performance.

Project Overview

Online boutique

Project Overview

Rooftop bar & grill

Project Overview

Nonprofit – recycling