Southern New Hampshire University Communications Presentation
Using information from your campaign report, prepare a comprehensive and professional presentation.You should envision yourself giving this presentation to your chosen company/organization. You need to demonstrate your understanding of the organization andthe situation(s) that established the need for your campaign. You then need to present your campaign in a well-organized and clear manner. You should useinnovative and creative methods that are reflective of your project’s goals. Remember that you are seeking support for your proposal, so knowing your audienceand tailoring your message to the audience is crucial.Since you will not actually deliver this presentation in person, you must create a self-sustaining presentation with speaker notes or audio, either included orsubmitted as a separate attachment. The presentation should adhere to the principles of an effective presentation, and all of your sources should be citedproperly. There is no minimum or maximum number of slides required. You should use your best judgment to create a presentation of appropriate length thatwill convey all of your campaign information while keeping the attention of your audience. Page |1
MAJOR LEAGUE
BASEBALL
Campaign Proposal
Report Title: Major League Baseball Campaign Proposal
Contact Name: Hannah Moore
May 15 2022
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OUTLINE
Thesis Statement: Understanding and sectioning the different aspects of Major League Baseball
as an organization can help to individually focus on weaknesses and bring baseball back to the
forefront of entertainment for our country and others around the world.
I.
Executive Summary
II.
Situation Analysis
III.
Campaign Proposal
A. Strategies and tactics
B. Campaign goals
C. Relevant publics and audiences
D. Media choices
E. Communication tools
F. Cost of campaign
G. Timeline
IV.
Evaluation Process:
A. Measurement plans
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Executive Summary
MLB Organization
Major League Baseball, often referred to as MLB, functions include the coordination and
management of the professional teams playing baseball and administering the regulative functions
for pro-baseball all across the United States. On the situational analysis, the company’s strengths
include being a popular pastime, having tons of merchandising, and being highly competitive and
profitable. Its weaknesses include high ticket costs, a slowing economy, and changing rules and
regulations. On the other hand, its opportunities include partnerships, social media, ease of access,
and expanding into the Asian market. Finally, the threats include rival sports stealing fans and
losing fans based on controversy.
Major League Baseball contains three key competitors, which entail major sports leagues. These
competitors include the “National Hockey League” (NHL), National Basketball Association
(NBA), and the MLS (“Major League Soccer”). Several changes have rocked the Major League
Baseball organization. In 2021, the 9th work stoppage in the league’s history after the expiry of the
2016 CBA between the MLB and the MLBPA. The MLB stakeholders voted as one to ratify the
lockout. After days and months of deliberations, it appeared as if the 2022 MLB season would not
occur. Several baseball games were canceled, with the players’ training also delayed.
The Campaign
The main objective of this campaign is to recoup the lost fanbase and pull in a new fanbase,
preferably from the younger generation. Therefore, the Major League Baseball organization should
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avoid solely concentrating on profitability and focus more on increasing their audience. The money
that the league acquires from broadcasting partnerships could be utilized to expand into strategic
partnerships and events to ensure its continued growth. MLB can use several strategies and tactics
to improve the league’s situation and increase its fanbase bringing in the younger population to
watch baseball games.
Therefore, the strategies involved in the campaign process include giveaways, the creation of
interactive events, and partnerships. Apart from the strategies, two key tactics can be used in the
campaign to bring in more fans to the baseball league. The first tactic entails offering exclusive
deals and ticket prices to university/college students. The second tactic entails partnering with
various top companies in a sponsorship role. The amount needed for the campaign will be
$750,000, with the company requiring additional funds as it continues its operations. The
campaign goals include obtaining a new baseball fanbase comprising mainly the young generation,
i.e., youths, and regaining lost baseball fans who had shifted to other sports.
Situation Analysis
General Overview
Based on a brief overview of the company as mentioned in the previous sections, Major
League Baseball is the oldest sports league globally, formed in 1846. An estimated thirty teams
are playing in the baseball league. However, these teams have been divided into two, with fifteen
playing in the National League (NL) while the remaining fifteen teams play for the American
League (AL). Among the twenty teams, twenty-nine are in the United States, while one is in
Canada (MLB, 2022). The headquarters of the Major League Baseball organization is in
“Midtown Manhattan.” Rob Manfred is MLB’s current commissioner. His main responsibilities
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include overseeing the hiring of umpires and contract negotiation, especially in marketing, labor,
and TV. Based on an overview of Major League Baseball campaigns, there is a need for a
complete public relations campaign to regain the fans lost due to controversies, lockouts, and
other aspects. MLB also needs to diversify its marketing approaches and stop relying solely on
broadcasting revenues as a source of funds. Despite baseball being the United States’ preferred
pastime, it is quite challenging to keep fans interested all across the years when no changes
happen. Thus, the MLB needs a complete overhaul before it is too late.
SWOT Analysis
Table 1.1: Major League Baseball SWOT
Strengths
Weaknesses
•
Popular Past Time
•
Ticket Costs
•
Tons of merchandising
•
Slowing Economy
•
Highly Competitive League
•
Changing rules and regulations
•
Profitability
Opportunities
Threats
•
Partnerships
•
The threat of rival sports stealing fans
•
Social media
•
The threat of losing fans based on
•
Events
•
Ease of access
•
Expanding into the Asian market
controversy
Strengths
There are certain factors that the Major League Baseball organization excels at, thus
distinguishing it from the competition, i.e., strengths (Vlados, 2019). First, baseball in the US is a
“favorite past-time.” This statement is quite accurate, considering most of the generations today,
including the Baby Boomers and Generation X, grew up watching baseball. Hence, they have
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continued watching the sport to date. Therefore, baseball is among the most popular and
renowned sports (Day, 2014). Based on baseball’s longevity and recognition, Major League
Baseball possesses a variety of merchandise, enabling it to stay in business. Additionally, the
baseball league is considerably competitive, with no single team dominating the entire league.
Accordingly, eight baseball teams have been champions of the World Series across the last
decade. Despite different teams containing different levels of profitability, the average value of
MLB is estimated at $2.07 billion, which is quite a profitable margin (Day, 2014).
Weaknesses
There are certain areas that Major League Baseball has to improve to ensure it remains
competitive. Such areas are considered an organization’s weaknesses and prevent operating
optimally (Vlados, 2019). The Covid-19 pandemic that started in the first quarter of 2020 caused
economic turbulence. Many businesses were destroyed or shut down based on the turbulence and
the various restrictions, including lockdowns, isolations, and social distancing. Thus, sporting
organizations, including Major League Baseball, lacked fans in the 2020 season based on social
and physical distancing guidelines. This prevented many people from gathering together in one
place, which was part of the directive to curb the spread of the Covid-19 virus. Thus, the
organization recorded massive losses, which resulted in a rise in ticket prices in 2021. Based on
this season, the average ticket costs for a group of four baseball fans rose by 4.5% from the
previous season to $253. Additional costs were linked to parking, foodstuff, and snacks (Cwik,
2021). Another weakness entails the slowing economy, where prices of many commodities and
services have gone up, yet people’s income have remained constant or even decreased.
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The next weakness is the changing rules and regulations witnessed in MLB. Based on the
current season, many rules have taken shape, including the shortening of games. Other rules
entail pitchers remaining within the “batting order.” Additionally, the baseball players’ uniforms
will contain advertising, including decals and patches, an aspect that has never occurred before
(MLB, 2022). The next season’s schedule will also be considerably balanced since teams have to
play a minimum of one series against each team in the National and American Leagues. Despite
some of these changes seeming fine, most of them are not as popular or appreciated by baseball
fans, considering some believe baseball is slowly losing its culture. This is a weakness since the
disgruntled baseball fans are now shifting to other sports, decreasing baseball revenue and
popularity across the United States.
Opportunities
Certain external factors could give Major League Baseball a competitive advantage.
These are referred to as opportunities (Vlados, 2019). In this scenario, one of the opportunities
for MLB is partnerships. The organization needs to collaborate with renowned brands and
celebrities in what can be considered partnerships to appeal to a wider market. This will also
ensure the organization appeals to the younger market. As earlier mentioned, baseball is quite
famous among generation X and the Baby Boomers considering they grew up watching baseball.
However, the younger generation grew up in technology, smartphones, and social media and are
not much exposed to sports such as baseball. Hence, partnerships with popular brands and
celebrities will help appeal to the younger market. Such partnerships may also mean partnered
events that draw the public’s attention (Lee, 2016).
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Social media is another considerable opportunity for MLB. The social media platforms,
including Twitter, Facebook, and Instagram, are flooded with the younger generations, including
the Millennials and Generation Z (Choi, 2015). Hence, such platforms can market baseball
events, pulling in the younger population. Since this population likes to associate with popular
brands and celebrities, MLB can use both to make baseball more appealing to them through a
manner that makes watching baseball appear ‘cool.’ Another opportunity entails ensuring ease of
access. One key way Major League Baseball can gain more fans is by ensuring easy access to the
baseball games. This entails simplicity in ticket purchases to the baseball games whereby the
tickets can be purchased in convenience stores across America or even purchased online.
Secondly, for those who cannot make it to watch the games in the stadium, it would be easier to
watch them through streaming services and a Major League Baseball app that streams all
baseball games (Lee, 2016).
The final opportunity is the Asian market. Asia, in general, makes up a significant portion
of the world’s population. The average population of the region is approximated at 4.5 billion,
with the top countries in terms of the population including China and India (Arslanalp et al.,
2019). This vast untapped market could offer Major League Basketball a huge opportunity to
increase its fanbase. Several baseball players have been drafted from different Asian countries,
including China and Japan, in the past years. Hence, if the organization (MLB) could strike a
deal that would ensure it broadcasts baseball games in these Asian countries, its fanbase could
significantly increase, thus raising its revenue, especially merchandise sales. The organization
could market vast games focusing on the entire baseball sector but emphasizing the Asian
baseball players increasing diversity and a competitive edge.
Threats
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Certain factors contain the potential to harm Major League Basketball. These factors are
referred to as threats (Vlados, 2019). Hence one of the key threats’ entails losing fans based on
controversy. Both past and present, numerous baseball players issued opinions during the lockout
by speaking on behalf of the MLBPA (“Major League Baseball Players Association”). The
players criticized MLB, claiming that it was reluctant to compromise on a good and reasonable
Collective Bargaining Agreement that would have benefited both the players and the
organization (Fleisher, 2022). The common belief was that the MLB did not care about its
players and was willing to risk a fallout rather than come to a compromise. Baseball analysts and
media also criticized MLB, pointing out that the baseball owners did not even like the sport.
Such controversies have resulted in baseball losing several fans over the years. Based on
a poll carried out by the Los Angeles Times, several baseball fans claimed that the lockout made
them lose interest in the sport (Shaikin, 2022). This worrying trend could ultimately mean losing
out on a significant portion of revenue. The final threat entails rival sports stealing baseball fans.
Numerous sports are now popular in the United States. Among these sports is soccer. This was
the least favorite sport in America for several decades as other sports overshadowed it, including
American Football, Basketball, and baseball. However, it has grown over the last few years, with
(“Major League Soccer”) MLS’s commissioner claiming that the sport is in its growth period
with it adding more teams to the league (Palmer, 2013). Hence, such rising sports may steal
away baseball fans.
Industry And Market Information
Major League Baseball contains three key competitors, all of which are major sports
leagues. These competitors include the “National Hockey League” (NHL), National Basketball
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Association (NBA), and the MLS (“Major League Soccer”). Additionally, the “National Football
League” (NFL) was also considered a threat before losing a lot of fans based on controversial
issues. Based on this stiff competition, MLB is focused on keeping its fanbase hooked to
baseball hence preventing them from shifting to other sports.
The NHL’s average game attendance is 17,720, while the NBA’s is 17,347. MLS tops
this list with an average attendance of 18,608 fans each game (Day, 2014). On the aspect of
ticket prices, the prices are almost the same compared to competitors, with the only key
difference being the number of games played across the season. The NBA and NHL play eightytwo games each per season, while MLS plays thirty-four games. Major League Baseball is the
highest with one hundred and sixty-two games. The figure below indicates the attendance of
baseball games across the last decade
Figure 1.2: 10-Year Major League Baseball Attendance from 2010-2019 (Rudy, 2021)
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Challenges
Several changes have rocked the Major League Baseball organization. In 2021, the 9th
work stoppage in the league’s history after the expiry of the 2016 CBA between the MLB and
the MLBPA. The MLB stakeholders voted as one to ratify the lockout. After days and months of
deliberations, it appeared as if the 2022 MLB season would not occur. Several baseball games
were canceled, with the players’ training also delayed. However, on March 10, 2022, an
agreement was reached and signed. This signified the first stoppage in over two decades and the
first lockout in three decades (Fleisher, 2022). In the one to two seasons that passed, the baseball
league fought with the economic repercussions that faced it, including the shortening of seasons,
fans not attending the games and teams being quarantined thus missing vital games.
Based on the lockout’s repercussions, free agents could not be signed during this period.
This was problematic considering around two hundred and fifty free agents were remaining
during the signing of the agreement, with the free agents entailing big names in baseball.
Therefore, considering the crunch on time and players wanting to report to the routine spring
training, teams scrambled to sign the players they desired. Additionally, as mentioned in the
SWOT analysis section, numerous baseball players, both past and present, issued opinions
during the lockout by speaking on behalf of the MLBPA. The players criticized MLB, claiming
that it was reluctant to compromise on a good and reasonable Collective Bargaining Agreement
that would have benefited both the players and the organization (Fleisher, 2022).
The common belief was that the MLB did not care about its players and was willing to
risk a fallout rather than come to a compromise. Baseball analysts and the baseball media in
general also criticized MLB, pointing out that the baseball owners did not even like the sport.
This caused some of the sport’s fans to decamp to other sports like basketball and hockey. Thus,
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the organization must do some significant changes to gain back the lost fans. Besides, in each
sports league, casual fans usually watch games once in a while and, in other instances, head to
games casually but are not so keenly focused on the league. In this context, MLB is making it
quite difficult for casual fans as they do not have the games readily available for them, especially
for local teams.
Partnerships
Partnerships are vital to the success of organizations considering they increase the
expertise, resources, and knowledge of respective organizations ensuring the organization’s
products/services reach a significant audience (Kiss, 2020). Therefore, numerous places, for
instance, the Busch Stadium, contain features such as the Cardinals’ “Big Mac Land.” Based on
this partnership, should a homerun be hit into “Big Mac Land,” every fan present at the game is
entitled to a free “Big Mac.” Around a decade back, Taco Bell initiated a partnership named
“Steal a Base, Steal a Taco” during baseball’s World Series. Based on this partnership, should a
base be stolen during any baseball game in the World Series, any fan presented is entitled to
claim free “Doritos Locos Tacos.” Thus, partnerships like this should be commonplace for Major
League Baseball to thrive. Including popular brands and businesses during baseball games will
ensure more people are focused and interested in the games.
Fans will also be quite excited to attend the baseball games. Besides, expanding their
existing partnerships will also be vital for the organization. Current partnerships such as that with
Nike are solely focused on merchandise sales. However, the organization requires partnerships
beyond its fanbase, thus bringing in new fans. In the current world, influencer marketing is
considered a big deal. This is a social media marketing type that focuses on endorsements and
product/service mentions from top influencers within the social media platforms (Chopra et al.,
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2020). In this case, influencers entail individuals with massive social media followings and those
usually considered experts within certain niches. Hence, companies usually deal with influencers
who are asked to review or post certain products/ services. Hence, MLB can issue baseball
tickets to influencers to market the baseball games to the younger generation.
According to a report by Forbes Magazine, all teams in the MLB were planning on
engaging in one thousand eight hundred special event promos with the inclusion of giveaways
for the 2018 season (Brown, 2018). Hence the Cardinals were the first team with forty-nine
promos, while the Diamondbacks baseball team came last. It is worth noting that giveaways and
special events, among other promos, are incentives for fans to attend baseball games as they also
entertain the baseball game. Therefore, this aligns with my theoretical perspective and basis for
MLB’s public relations plan. Most people often prefer great events that may even include
spectacles, which they may attend with their close family or friends and have an awesome
experience. Such people’s main reason for attending baseball games is not to witness their teams
play but rather to gain a unique experience.
Hence, the promos should also be focused on such aspects as ladies’ nights to pull in
people for unique experiences. A good example of a baseball team that offers top-notch
experience is The Savannah Bananas. This team offers massive inspiration for the fun aspects
that the MLB organization could incorporate into the baseball league. The baseball team is
located in Savannah, Georgia, and participates in the CPL (“Coastal Plain League”) league
(Savannah Bananas, 2022). The team, launched in 2016, has continued to shutter attendance
records over the years primarily due to its slogan “Fans First. Entertainment Always. AllInclusive.” Before starting a baseball game, fans are entertained with choreographed dances, and
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after the game, interviews are conducted in hot tubs. The key reminder here is that baseball is a
game that can be fun. MLB could focus on this baseball club and take some pointers.
Objectives
The main objective of this campaign is to recoup the lost fanbase and pull in a new
fanbase, preferably from the younger generation. Therefore, the Major League Baseball
organization should avoid solely concentrating on profitability and focus more on increasing
their audience. The money that the league acquires from broadcasting partnerships could be
utilized to expand into strategic partnerships and events to ensure its continued growth.
Proposed Budget
Major League Baseball is quite different from other leagues since teams contain different
amounts of finances and profitability. Hence, some teams cannot afford what other teams can.
Hence the MLB organization must fund this campaign project by itself. To begin the campaign,
the amount needed will be $750,000, with the company requiring additional funds as it continues
its operations. The respective departments will include marketing and public relations.
Campaign Proposal
Strategies and Tactics
Strategies
MLB can use several strategies and tactics to improve the league’s situation and increase
its fanbase bringing in the younger population to watch baseball games. Therefore, the strategies
involved in the campaign process include the following:
Giveaways
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As earlier mentioned, giveaways and special events are incentives for fans to attend
baseball games as they also offer entertainment besides the baseball game. Therefore, numerous
baseball teams contain themed nights across their seasons. Such nights are common in sports
across America, with some common theme nights including Undie Sunday and Zubazpalooza
(Depta, 2016). Hence during such nights baseball teams engage in giveaways that include their
team logos. Besides, other aspects of pop culture are integrated during that night. Such occasions
make the baseball fans more connected with the teams while also acting as entertainment. Hence,
the strategy entails incorporating such events across every baseball team frequently to make the
fans hooked while also pulling in young crowds who cherish such events.
Creation of Interactive Events
The second strategy entails the creation of interactive events that ensure the baseball
teams and their fans connect and intermingle more often. A good example of such an event is
WWE’s (“World Wrestling Entertainment”) “WrestleMania Axxess.” This entails a wrestling fan
get-together held by WWE in the weeks preceding WrestleMania (Gunier, 2022). The interactive
event lasts for four consecutive days, usually Thursday-Sunday, i.e., WrestleMania Sunday.
Besides, the event often features the talents present in the WWE camp, interviews, fan fairs,
meet and greets, and autograph signings, among other aspects. Therefore, Major League Baseball
should focus on interactive events during off-seasons or the “All-Star” break to create interactive
experiences with baseball fans. Besides, the younger generation is extremely active and prefers
such events meaning the interactive events will pull them in.
Partnerships
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This is the final strategy to pull in new baseball fans and gain those who had shifted to
other sports. Partnerships are key to organizational success, considering they increase the
expertise, resources, and knowledge of respective products/services hence reaching a significant
audience (Kiss, 2020). There are various famous partnerships in sports, such as the “Big Mac
Land” and “Steal a Base, Steal a Taco” partnerships. Hence such partnerships should be
encouraged in the baseball league as it ensures the fans are more interested in watching the
games with things also being more exciting to them.
Tactics
Apart from the strategies, two key tactics can be used in the campaign to bring in more
fans to the baseball league. The first tactic entails offering exclusive deals and ticket prices to
university/college students. These students make up a significant percentage of the young
population that MLB is focused on attracting. Hence issuing them such deals will ensure they
attend the baseball games in large numbers while also informing others of these offers. The
second tactic entails partnering with various top companies in a sponsorship role. These partners
can bankroll the interactive events that will bring in more fans after that.
Campaign Goals
There are two key campaign goals in this scenario. Both goals aim to ensure that Major
League baseball thrives, thus presenting a competitive edge to other sports that are also
successful in the US, including basketball, hockey, and soccer. Thus, the campaign goals are as
follows:
o
To obtain a new baseball fanbase constituting mainly the young generation, i.e., youths
o
To regain lost baseball fans who had shifted to other sports
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Relevant Publics and Audiences
As mentioned in the previous sections, the groups targeted include the younger
generation, including the Millennials and Generation Z. Therefore, this is MLB’s primary target
audience. However, the baseball league organization also lost a lot of current baseball fans when
it was going through controversies, lockouts, and other aspects. A huge part of this fanbase
entailed the generations who grew up watching baseball, including the Baby Boomers and
generation X. Hence this group is also included in the relevant public and audiences of the
league since the league is keen on regaining them as baseball fans. Therefore, generally, the
audience will not only be baseball fans but rather all the Americans, especially the younger ones.
Media Choices
On the first target of the younger population, the media choice will entail digital media.
This entails media that could be broken down to digital data and communicated electronically
(Schenck, 2016). There are numerous digital media approaches. The focus would be on social
media platforms whereby baseball game tickets and offers will be marketed to the young
audience across various social media platforms. On the other hand, broadcast media will be used
to regain the lost baseball fans. This fan base mostly entails the Baby Boomers and generation X,
so television and radio will be the most appropriate media marketing choice.
Communication Tools
On the communication tools aspect, the focus would be on two specific tools. One of the
communication tools will be the utilization of our social media platforms, including Facebook,
Twitter, TikTok and Instagram. Any information that would be vital to communicate with the
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public will be based on these four platforms. Another communication tool is direct mail, only for
regular fans whose emails are registered with their respective teams’ databases.
Cost of Campaign
As earlier mentioned, MLB differs from other leagues since teams contain different
amounts of finances and profitability, meaning that some teams cannot afford what other teams
can. This being the case, the Major League Baseball organization will be solely responsible for
bankrolling the campaign costs. The estimated starting costs for the campaign will be $750,000.
However, the MLB organization will incur more costs as the campaign operations continue.
Timeline
The campaign will entail a gradual process whereby the strategies and tactics will be
solely integrated into the baseball league’s operations to ensure success. Therefore, the timeline
for the campaign process would be a full season from its beginning to the end. This may be the
2023 entire season, and as it comes to an end, it would be known if the campaign was successful.
Evaluation Process
The measurement plan entails various key aspects that will be vital in determining
whether the campaign is successful or not. These aspects include the objectives, the key KPIs,
measurements, the specific segment/audience, status, scope, and implementation details. The
mentioned aspects are key to formulating an effective marketing plan (Erbsloeh, 2018). Hence,
the measurement plan for this campaign is as indicated in the table below.
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Table 1.3: MLB Measurement Plan
Objective
KPIs
Audience
Increased
•
Revenue
•
Youths
new
ticket
•
Number of
•
College
baseball
sales
socially
Increased
engaged
social
fans
To obtain a
fanbase
•
Measurement
•
Status
In Scope
Implementation
(Yes/No)
(Yes/No)
Details
•
Basic report
•
Basic report
students
•
Younger
generation
fan base
Increased
•
Revenue
lost
ticket
•
Number of
baseball
sales
socially
Increased
engaged
social
fans
To regain
fans
•
•
fan base
•
•
New fan
New vs.
value vs.
regained
existing
fans
fan
revenue
•
Existing
fans
•
Baby
Boomers
•
Gen X
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COM 690 Final Project Guidelines and Rubric
Overview
The final project for this course is the creation of a campaign plan with accompanying presentation and reflection. As the final stop in your journey toward your
Master of Arts in Communication, you will complete a capstone that will allow you to demonstrate the knowledge and experience you have gained during your
time at SNHU. Over the course of the term, you will immerse yourself in integrating what you have learned in your coursework and practice to create an
authentic demonstration of your abilities as a communication practitioner. The three components of the campaign plan, presentation, and professional reflection
will serve as evidence and a sample of various types of creative expression and skills. The project will exemplify your professional identity and represent the skills
and abilities you can bring to a potential employer.
The campaign report component is divided into three milestones, which will be submitted at various points throughout the course to scaffold learning and
ensure quality final submissions. These milestones will be submitted in Modules One, Two, and Five. The final components are due in Modules Eight, Nine, and
Ten.
In this assignment, you will demonstrate your mastery of the following course outcomes:
COM-690-01: Apply moral reasoning to make ethically sound and socially responsible choices that are consistent with a cogent personal framework and
accepted standards in the field of communication
COM-690-02: Utilize multiple appropriate, strategic approaches in making decisions, formulating solutions, and solving problems that reflect creativity
and versatility of thought
COM-690-03: Engage diverse audiences effectively through an open-minded, empathetic treatment of different cultural perspectives and an awareness
of self and one’s impact in a global, interdependent age
COM-690-04: Integrate multiple communication technologies and collaborate in communities of practice to carefully curate shared messages while
generating new meaning
COM-690-05: Create, manage, and grow an authentic, personal brand with purpose and savvy using innovative communication strategies, professional
networks, and relevant tools and technology
COM-690-06: Employ a broad, contemporary knowledge base, self-directed learning skills, and a practiced adaptability to remain on the cutting edge of
the communication field as an empowered agent of change
Prompt
Working individually and with feedback from peers and your instructor, you will identify, research, and analyze a real communication issue or opportunity and
then plan an appropriate response. You will build this campaign throughout the term, completing various milestone assignments, meeting deadlines, and refining
your plan. You will accompany this written plan with an audience-targeted presentation and a reflection on your professional journey through the MA-COM
program.
You will first create an appropriate, well-researched, insightful, and creative communications plan. Upon completion, this campaign will serve as evidence,
documentation, and a sample of various types of creative expression and skills learning. It will be exemplary of your professional identity and should be
considered a representation of the skills and abilities you bring to a potential employer. For this reason, the communication challenge or opportunity you choose
should be relevant to the business goal of the selected company/organization, attainable, measurable, current, and sufficiently complicated to encourage
multiple creative communication strategies and tactics. Generally, challenges, issues, and business opportunities that would be encountered in a specific
company or organization are preferable.
Your campaign should be situated in your chosen concentration. For example, if you are pursuing the New Media & Marketing concentration, you might, among
other options, create a marketing campaign for a new product launch. If you are pursuing the Public Relations concentration, you might, among other options,
choose to create a brand image campaign for a company dealing with the repercussions of a crisis. If you are pursuing the Health Communication concentration,
you might, among other options, create an awareness campaign for a particular heath issue. Students with no declared concentration may choose to complete a
campaign matching one of these concentrations or propose an alternative campaign type.
Your instructor will be available to brainstorm ideas and will act as an advisor throughout this process. You will additionally participate in discussion board peer
review sessions, providing feedback to your classmates and receiving feedback on your project.
This capstone will be assessed somewhat differently than other courses you have taken online at SNHU. There are three separate components which will be
submitted at different times during the course; however, they all operate together to compose the whole capstone experience and are not assessed separately.
You will be evaluated on all three of them as a unit in determining whether you have achieved proficiency in each outcome. All three components must be
completed at the highest levels, as the strengths of one cannot make up for the weaknesses of another. Your instructor will guide you through this process,
keeping a running narrative of your strengths and weaknesses in relation to the outcomes as you progress through the class. Your work is expected to meet the
highest professional standards. Remember, you are selling yourself as much as you are selling your ideas.
Capstone Component One: Campaign Report
The first of three capstone components, this comprehensive and professional campaign report should have five primary sections and showcase the knowledge
and skills you have honed throughout the MA-COM program:
1.
2.
3.
4.
Professional Cover: Elements such as company logo, report title, contact name and information, etc.
Executive Summary: 1–2-page overview of your company and the campaign
Situation Analysis: Revised version of Milestone Three
Campaign Proposal: Demonstrate the use of multiple appropriate, strategic, creative, and versatile approaches to decision making and problem solving.
The proposal should include but not be limited to the following:
a) Strategies and tactics
b) Campaign goal(s)
c) Relevant publics and audiences
d) Media choices
e) Communication tools
f) Cost of campaign
g) Timeline
5. Evaluation Process: Since you will not execute the campaign, it cannot be measured, but you can still create the measurement plans in advance.
This report should be submitted in a professional and visually pleasing format. Consider your choice of fonts and use of images, charts and tables. You should
consider a minimum of four media elements. The final report should be in the range of 15–20 pages. Please do not make images or charts larger than necessary
to achieve a certain page count. Design and proper visual presentation are more important than page count. In the “real world,” there are usually not any page
length requirements. Therefore, the 15–20-page range is a suggestion, and you should use your best professional judgment regarding the length of your report.
Capstone Component Two: Campaign Presentation
The second of three capstone components, this comprehensive and professional presentation uses the information from your campaign report to demonstrate
your visual and oral communication skills.
You should envision yourself giving this presentation to your chosen company/organization. You need to demonstrate your understanding of the organization and
the situation(s) that established the need for your campaign. You then need to present your campaign in a well-organized and clear manner. You should use
innovative and creative methods that are reflective of your project’s goals. Remember that you are seeking support for your proposal, so knowing your audience
and tailoring your message to the audience is crucial.
Since you will not actually deliver this presentation in person, you must create a self-sustaining presentation with speaker notes or audio, either included or
submitted as a separate attachment. The presentation should adhere to the principles of an effective presentation, and all of your sources should be cited
properly. There is no minimum or maximum number of slides required. You should use your best judgment to create a presentation of appropriate length that
will convey all of your campaign information while keeping the attention of your audience.
Capstone Component Three: Professional Reflection
This essay is your chance to reveal and discuss your thoughts about the process and outcomes of this project, your journey through your master’s program, and
how you plan to position yourself professionally. Writing reflectively allows you to think deeply and consciously about your experiences. Your ability to selfanalyze in a business-appropriate manner to address areas of growth and to articulate goals and plans is invaluable to successful practice.
This succinct essay should address the following types of issues:
Thinking about the process you just completed:
Why did you select this organization to plan a campaign for?
How did you apply the theories you learned during your academic program to actual practices?
Did you come across instances where you had to rely on practical experience rather than theory?
If you had the opportunity to plan this campaign again, what would you do differently?
What would you like to have done had you had more time?
What connections do you see between your capstone and your academic program?
How will you apply what you have learned to your future academic and/or professional life?
Milestones
Milestone One: Company/Organization Selection
In Module One, you will submit your company/organization selection. You will submit the name of the company or organization you selected for your final
campaign, along with a description of the company/organization and its activities, a brief explanation of the reasons for your selection, and the type of campaign
(New Media & Marketing, PR, Health Communication, or other) you will be completing. This milestone is graded with the Milestone One Rubric.
Milestone Two: Campaign Proposal
In Module Two, you will submit a campaign proposal. This document will specify the focus of your campaign. The purpose of this step is to make sure your
organization has a communication need, that you have an idea how to address that need, and that you have identified several initial resources to begin research
for your proposed campaign. This milestone is graded with the Milestone Two Rubric.
Milestone Three: Situation Analysis
In Module Five, you will submit your situation analysis. This report will serve as your rationale for developing your campaign plan and will become part of your
final report. Through research and analysis, you will demonstrate your understanding of relevant publics—the various competitive, regulatory, political, or social
environments in which a client organization operates. The analysis should identify business and organizational opportunities as well as challenges to solving the
identified problem. This milestone is graded with the Milestone Three Rubric.
Final Submission Component One: Campaign Report
In Module Eight, you will submit your campaign report. This comprehensive and professional report is the first of three final deliverables for this course. The
campaign report will include a professional cover, executive summary, revised situation analysis, a campaign proposal, and a campaign evaluation process. It
should be a complete, polished artifact containing all of the critical elements of the final product. It should reflect the incorporation of feedback gained
throughout the course. This component is graded with the Final Project Rubric.
Final Submission Component Two: Campaign Presentation
In Module Nine, you will submit your campaign presentation. This comprehensive and professional presentation is the second of three final deliverables for this
course. This professional presentation is a formal presentation of your campaign report used to demonstrate your visual and oral communication skills. It should
be a complete, polished artifact containing all of the critical elements of the final product. It should reflect the incorporation of feedback gained throughout the
course. This component is graded with the Final Project Rubric.
Final Submission Component Three: Professional Reflection
In Module Ten, you will submit your professional reflection. This comprehensive and professional reflection is the third of three final deliverables for this course.
This essay is an opportunity to think deeply and consciously about your experiences. It is your chance to reveal and discuss your thoughts about the process and
outcomes of this project. It should be a complete, polished artifact containing all of the critical elements of the final product. It should reflect the incorporation
of feedback gained throughout the course. This component is graded with the Final Project Rubric.
Deliverables
Milestone
Deliverables
Module Due
Grading
1
Company/Organization Selection
One
Graded separately: Milestone One Rubric
2
Campaign Proposal
Two
Graded separately: Milestone Two Rubric
3
Situation Analysis
Five
Graded separately: Milestone Three Rubric
Final Submission Component One:
Campaign Report
Final Submission Component Two:
Campaign Presentation
Final Submission Component Three:
Professional Reflection
Eight
Graded comprehensively: Final Project Rubric
Nine
Graded comprehensively: Final Project Rubric
Ten
Graded comprehensively: Final Project Rubric
Final Project Rubric
This rubric will be applied to all components as a whole, and no component will be assessed on its own. The “Possible Indicators of Success” are examples for you
and the instructor of the types of concepts to look for to demonstrate proficiency. They are neither exhaustive nor proscriptive and should be used as guides for
illustrating how your capstone embodies the outcome. All outcomes are weighted equally.
Guidelines for Submission: Written components of this project must follow these formatting guidelines when applicable: 15 to 20 pages (not including the
References section), double spacing, 12-point Times New Roman font, one-inch margins, discipline-appropriate citations, use of at least three sources, and a
professional cover page including a company logo, report title, and contact name and information.
COM-690-01: Apply moral reasoning to make ethically sound and socially responsible choices that are consistent with a
cogent personal framework and accepted standards in the field of communication
Possible Indicators of Success
Proficient
100%
Not Proficient
0%
Does the capstone demonstrate the student’s moral reasoning and ethical decision-making? Does it show racial, religious, ethnic, and cultural sensitivity? Does it consider the
potential implications of any decision on society and/or individuals’ well-being?
Does the capstone demonstrate the student’s knowledge and application of industry-specific expectations? Does it conform to accepted ethical standards (e.g., Journalists’ Code
of Ethics)? Does it adhere to all legal standards?
Does the capstone demonstrate the student’s professional and personal integrity by properly using citations, avoiding plagiarism, and submitting new and original work?
COM-690-02: Utilize multiple appropriate, strategic approaches in making decisions, formulating solutions, and solving
problems that reflect creativity and versatility of thought
Possible Indicators of Success
Proficient
100%
Not Proficient
0%
Does the capstone demonstrate the student’s creative, versatile problem-solving? Does it utilize multiple approaches and data sources (for instance, does the research utilize the
textbook, the instructor, peers, relevant professionals, etc.)?
Does the capstone demonstrate the student’s versatility of thought? Does it consider the vantage points of all parties involved? Does it illustrate this breadth of thought in
multiple areas of decision making?
Does the capstone demonstrate the student’s creativity beyond the standard textbook response?
Is the research from multiple reliable sources? If the sources are “unreliable,” is that taken into consideration? Does the research inform decisions when necessary?
Does the capstone demonstrate the student’s ability to analyze business practices and develop reasonable, effective solutions?
COM-690-03: Engage diverse audiences effectively through an open-minded, empathetic treatment of different cultural
perspectives and an awareness of self and one’s impact in a global, interdependent age
Possible Indicators of Success
Proficient
100%
Not Proficient
0%
Does the capstone demonstrate the student’s open-mindedness and global awareness? Does it avoid the inclusion of personal bias in creation, execution, and measurement?
Does the capstone demonstrate the student’s sensitivity to various audiences, especially in the way work is approached and interpreted? Does it target the appropriate
audience(s) and align the response/content accurately?
Does the capstone demonstrate the student’s clear and insightful understanding of him/herself in the global community and among the diverse stakeholders involved in the
project?
COM-690-04: Integrate multiple communication technologies and collaborate in communities of practice to carefully curate
shared messages while generating new meaning
Possible Indicators of Success
Proficient
100%
Not Proficient
0%
Does the capstone demonstrate the student’s ability to collaborate around messaging and meaning? Does it incorporate feedback from multiple sources, including dialogue with
peers? Does it reflect the student’s rich interactions with his or her peers?
Does the capstone demonstrate the student’s ability to leverage appropriate technologies? Does it employ multiple appropriate communication technologies to advance
objectives?
Does the capstone employ multiple appropriate media tools to both advance objectives and position the student as a professional?
COM-690-05: Create, manage, and grow an authentic, personal brand with purpose and savvy using innovative
communication strategies, professional networks, and relevant tools and technology
Possible Indicators of Success
Proficient
100%
Not Proficient
0%
Does the capstone demonstrate the student’s ability to develop a personal brand? Does it serve as a marketing/self-promotion tool? Does it convey information clearly and
professionally through multiple types of correct writing (including summary and analysis) and appropriate visual and oral presentations?
Does the capstone demonstrate the student’s self-awareness through the student’s choice of company/organization and its usefulness to future career aspirations?
Does the capstone demonstrate the student’s ability to apply contemporary tools and technology for research, development, and presentation of the final campaign?
COM-690-06: Employ a broad, contemporary knowledge base, self-directed learning skills, and a practiced adaptability to
remain on the cutting edge of the communication field as an empowered agent of change
Possible Indicators of Success
Proficient
100%
Not Proficient
0%
Does the capstone demonstrate the student’s adaptability? Does it show an adherence to time expectations? Does it demonstrate the student’s ability to independently problemsolve and create change?
Does the capstone demonstrate the student’s knowledge base? Does it employ specific, industry-appropriate terminology when describing and applying strategies and tactics?
Does the capstone demonstrate the student’s ability to employ contemporary and creative strategies and tactics that position him or her on the leading edge of communication
practice?
