Your final paper must identify the organization’s mission, audience(s) and goal(s); present a snapshot of its overall objectives and current communications outreach; and explain how incorporating the digital media solution(s) you recommend will help it achieve its goals. It must include measurable objectives for the solution you are recommending, as well as an explanation of how success or failure will be measured.

IMPORATENT: Format: AP style format (Associated Press Stylebook). Calibri 11, single spaced.

You may incorporate any number of the digital solutions we have examined through the course of the semester in your communication recommendations, and must include at least one.

Divide your final paper, which should be at least 7 pages in length (not included the cover sheet and reference page), and have a cover sheet and abstract summarizing your recommendation, into the following, labeled sections:

   A. Organizational Overview: Present an objective summary of the organization, its audience(s), goals and objectives. Draw on your SWOT analysis to populate this section; however, make sure to update your assessment based on your observations and/or interactions with the organization through the semester. You do not need to include the matrix you used to develop your SWOT analysis in this section, but only the results or findings of the analysis itself.

B.Snapshot of Organizational Communications: Present an objective summary of the organization’s communication goals, objectives, strategy and tactics, in light of its organizational goals and measurable objectives. Describe its current communication program and how it is, or is not, incorporating digital media into its communication outreach. Assess whether this is successful in light of its measurable objectives and justify your assessment (such as decreased web traffic, lower conversion, increased members, etc.). 

Include as much data as you can and remember to present it in context, i.e. if e-newsletter subscription increased, by how much did it increase, and why, in your opinion, it did.

C.Communication Recommendation: This should form the heart and bulk of your paper. Having examined the organization as a whole as well as its communication outreach, you will now suggest at least one way the organization can incorporate new media into its outreach to achieve its goals. You may develop as multi-faceted a solution as you wish, drawing on any or all of the solutions we have examined through the semester, but must include at least one (examples: Build online community, bodcast, AR/VR). In addition, this must include final versions of your online listening post and key messages and sound bites.      

Support your recommendation(s) by explaining in detail why this will benefit the organization and how it will help it reach its goals. 

D. Measuring Success: Finally, identify at least two and not more than five measurable objectives by which the organization can track the success or failure of its new communication program. You must show how these correlate to its overall objectives. Detail the kinds of data the organization should review in order to judge failure or success, and provide a suggested time frame for them to do so.