Points: 30 pts (team task)
Due date: Mon, Sep 30 at 11:59 p.m.
Resources: Google Docs, Weebly, Facebook for Business, Instagram for Business, Google Analytics
Summary: Complete preliminary setup of your mock company digital channel strategy, website, and social channels. Part 2 Overview Slide


Assignment Components

Note: A template is provided for Part 2 as well as an assignment task sheet

  1. Digital channel strategy for your website and social channels
  2. Initial setup of mock company website in Weebly including preliminary site structure and navigation, initial content on core pages, connection of site to social channels, Google Analytics setup, and integration of search engine optimization on every page. Also includes user research task once the site is built.
  3. Initial setup of mock company Facebook page including set-up content and first post
  4. Initial setup of mock company Instagram page including set-up content and first post

Quick Reference

Step 1: Access your team’s shared Google Folder

  • There you will find two documents:
    1. Part 2 Team Assignments (for project management)
    2. Part 2: Initial Setup of Web and Social Channels Template

9a Teams

10a Teams

Step 2:  Begin your Digital Channel Strategy

2A: WEBSITE

  1. What is the primary objective for your site?
  2. Why would a target audience member what to visit your site?
  3. When you consider sites you visit often (or sites you just like) – what about the home page catches your eye? What aspects of the layout appeal to you?
  4. Outside of assignment requirements, what additional features would you like to include on your site?
  5. What top 1-3 calls to action will be displayed on your site? What actions do you want visitors to take?

2.A.1 – Wireframe

Look at the various templates in Weebly and sketch the overall structure of your site and features including navigation, sidebar widgets, photos, slideshows, videos, placement of logo and social channels

2.A.2 – Baseline User Testing

Once your site is built – conduct a simple usability study with at least TWO friends

This is a baseline usability test on our new mock company website designed in Weebly. The purpose of this baseline test is to evaluate functionality and task completion as we continue to evolve and improve the design of the site. Please follow instructions to access the site and complete a series of directed tasks. Notes will be taken and shared with our team so we can make adjustments prior to launching the site.

User Testing Questionnaire

Device used to complete the usability test:

  1. You are interested in contacting the company through email. How would you go about finding that information?
  2. You want to learn more about the company – who they are and what they do? How would you go about finding that information?
  3. You want to follow the company on their social channels. Where would you look for links to their social channels on the site?
  4. You know someone who works at the company and wants to view their bio. Where would you go on the site to find that information?
  5. You want to view blog posts written by the company. Where would you go to find these articles?

2B: SOCIAL MEDIA

  1. What type of audience engagement are you hoping for with your social channels? What actions do you hope to inspire?
  2. What type of content is your audience already engaging with? How can you create similar content or apply those techniques?
  3. What type of content do you want to be known for? Choose 2-3 topics that align best with your mock company?

Step 3: Preliminary Website Setup in Weebly

View: Weebly Setup Tutorial

3A: INITIAL CONTENT

Home Page (aka landing page): This is the first page your visitors will see. You should feature your visual identity and showcase your overall theme and tone through colors, fonts, images or video. It should also include the following disclaimer in the footer: This is not a real company. This is a mock company website created for educational purposes for COMSTRAT 310 Digital Content Promotion at Washington State University.

Who We Are: Using core messaging content crafted as part of Part 2 – create an overview statement for your company (name, industry, location, products, and services). This will be 2-4 paragraphs summarizing name, type of business, key people in the organization, location, history, purpose, an overview of products and services, and vision. This information can appear within this section or your home page.

This sections should also include “meet the team” information. Each person on the team should have a bio. Bios should include name, major, career aspirations, personal selling points, hobbies, or attributes.  

What We Do: In narrative and visual format, begin to outline and showcase your core products and services (at initial launch these can be brief with limited details)

Who We Serve: Use this page to summarize and describe the individuals, companies, industries or regions you serve.

Blog: The blog page will house all of your upcoming blog posts. Create your first post: Intro to your semester-long passion project – a short blog post showcasing who you are and what you do. Include your logo or photo.

Let’s Connect: Incorporate a contact form so you can build your database. Use team Gmail account for contact information. Incorporate a fake address related your geographic area or feel free to use 445 Veteran’s Way, Pullman, WA 99164-2520. Do not publish a real phone number.

Social Media Links: Return to your social media bar > Manage Icons > copy/paste the direct URLs for your mock company Facebook page and Instagram accounts

Optional Pages: Menu, Pricing, Photos, Videos, Locations, Merchandise, News, Events

3B: SET UP GOOGLE ANALYTICS

View: Tutorial for Setting Up Google Analytics in Weebly

See tutorial for step-by-step instructions

3C: INTEGRATING SEARCH ENGINE OPTIMIZATION ON EVERY PAGE

View: Tutorial for Integrating SEO in Weebly

  1. See tutorial for step-by-step instructions
  2. Give your site a Site Description. For your overall site will be an introduction and overview of your mock company and site (160-180 words) + 5-10 keywords or phrases
  3. Each page of your site should have a title, description and meta keywords (see tutorial for instructions and Starbucks SEO Example for reference)

Step 4: Preliminary Setup of Social Channels: Facebook and Instagram

4A. FACEBOOK FOR BUSINESS

View: Facebook for Business Page Setup Tutorial

Required elements at initial setup:

  1. @username
  2. Admin access granted to all team members
  3. Profile image
  4. Cover image
  5. About section information (see tutorial)
  6. Create your first post that introduces your mock company – who you are, what you do, etc.
  7. Link mock company Instagram

4B. INSTAGRAM FOR BUSINESS

View: Instagram for Business Setup Tutorial

Required elements at initial setup:

  1. New account linked to team Gmail or mock company Facebook page
  2. Profile image
  3. Username
  4. Business profile (see tutorial)
  5. Brief bio
  6. Create your first post that introduces your mock company – who you are, what you do, etc.

Step 5: Turn it in

  1. Don’t forget to complete the Baseline User Testing section in Step 2.A.2
  2. QA check your Part 2 doc
  3. Open Blackboard > Assignments >  Lesson 3 folder
  4. “Share” your Part 2 doc from Google Drive and Part 2 team assignments sheet
  5. Copy shared doc link in Blackboard dropbox folder

Grading Criteria

Students will be graded for completion of the task including all elements of the template and outline. Other criteria:

  • Target and purpose: Demonstrated understanding of who the site was created for. All elements of the site are engaging and appropriate for the target audience.
  • Layout and design: Initial setup of pages are attractive, text spacing and alignment make reading easy, photos and backgrounds enhance the appearance. All required pages and sections are accounted for with preliminary content present.
  • Graphics: Mock company brand is present and consistent throughout site and social pages including application of logo, font, color palette. Photos, icons, clipart is used creatively and are in line with the brand.
  • Writing:  Preliminary content is complete, accurate, readable, and free of errors.
  • Navigation, links, and functionality: Best practices are demonstrated in navigation and flow for enhanced user experience. All links have been checked and lead the user somewhere. Functionality intrigues the target audience and enhances the purpose of the site.