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Hey there, Eric here again.

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And we're gonna go through video two

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of our week one module here

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talking about the course
intro and a review.

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So, this video is gonna go deep into

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the capstone project that
is tied to this program.

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And I want to go through
a lot of details, not

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just around why this capstone
project has been selected

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or set up the way it has
been, but I also wanna dive

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into the structure of what the campaign

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or what this capstones
project will include.

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So let's dive in here for
the capstone overview.

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So the capstone project,

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like we talked about in the first video,

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is gonna be worth 60% of your final grade,

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which means it's time to
focus and, and do a great job.

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And I wanna make sure
that you do a great job.

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I wanna set you up for success.

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It's why in the, the course
of this, of this program

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there's a dedicated week, in
week eight that is focused

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on giving you the time to finish
and work on and polish off

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and cross the t's and dot the
I's of your capstone project.

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So capstone project at a high level.

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What you're going to be doing is tackling

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a marketing challenge for a business

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and a brand that you select.

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And what's interesting about the structure

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of this program is your
capstone project is

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going to build week over week, over week.

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As you learn more channels,
you'll be able to leverage

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that information into the
final capstone project.

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You might be thinking to yourself, Eric,

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what about week six, seven?

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I'm learning things, but my
project is due in week eight.

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Valid concern, but not a
concern to worry about,

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because we will be able to guide you

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as you're learning each week.

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But you'll have plenty of time

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to put your capstone project together

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and weave in all the
details that you learn

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all the way up through week seven.

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So the capstone project is
really rooted in, again,

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giving you a real life
marketing challenge that a brand

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that you select will be facing.

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And then it's creating
a digital marketing plan

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to solve that marketing challenge.

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Again, sound familiar
for those of you that

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are in marketing positions?

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In doing so, again,
we're here to guide you,

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we're here to help,

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and I'll show you what
we've implemented to

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make sure that you're set up for success.

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Now, the most important thing
about this capstone project is

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at the end of it, it's
an asset you can be using

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as a portfolio piece, no
matter what your objective is

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for this, this joining this course.

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Getting a new job is something
you use in the interview.

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Getting promoted is something you can show

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to your management team to
say, "Here's what I learned

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and here's an example."

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Oh, by the way, I can implement
this for our business too.

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So it serves many purposes.

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Maybe you're running your own business.

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This capstone project will
give you the, the framework

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to really effectively
create a marketing plan

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for your business, a friend's
business, a family's business,

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whatever the case may be.

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So this capstone project
serves multiple purposes,

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no matter what your objective
is in joining this course.

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So breaking it down a
little bit more, again,

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it's gonna be one integrated
digital marketing plan.

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You're gonna pick a brand.

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You're gonna pick a marketing challenge.

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You're gonna pick a
marketing campaign type.

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And with those three components,

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you're gonna get strategic
in building a marketing plan.

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Now you get to present this marketing plan

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using a tool called VoiceThread.

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It's a free tool to sign up for

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and it's gonna allow
you to record yourself

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slide by slide, by slide.

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Don't worry, no video, it's just audio.

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There's been, listen, in
the years we've done this,

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there's been students that
have never touched the internet

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before that have been able
to figure out VoiceThread

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and do a great job in their capstone.

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So I trust everybody here
will have no major issues

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in getting through VoiceThread

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and using that as an effective tool.

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Oh, by the way, VoiceThread
then becomes a tool you can

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list on your resume as one
that you have experience with.

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So timing, when I think
about the capstone project,

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you're delivering something
in less than 25 minutes

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and less than 25 slides.

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Now the question I get
all the time is, well

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what if I, I need 30 slides.

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30 slides is fine.

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I just give you some guidance here to say

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you should be able to create your

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effective capstone
project within 25 slides,

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and when you record it it
should be less than 25 minutes.

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So this is the structure
for the capstone project.

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Let's go a layer deeper into
the brand, the challenge,

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and the campaigns that'll
be part of the components

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of your capstone project.

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So the good news is you
get to select all of these

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and I, and I, I did that for a reason

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because some of you may have
a brand you want to pick

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that is the place that you work.

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And that's usually about 85%

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of our students will select a brand

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or a business that is where they work

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or have worked to really
bring the tangible value

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after the eight weeks.

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Some of you may wanna select a competitor,

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which is a great exercise
to do to bring back to your

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company to say, "Hey, I
went through this framework

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and now I've got some insights on what our

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competition might be doing."

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Or some of you may just wanna
pick a brand that you're

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really, really comfortable with.

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You're, you're a loyal customer of.

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We've had students select
Nike, Under Armour,

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and some of the popular
brands, they escape me

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for some reason, but you get the idea.

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Any brand is a good brand.

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Nonprofits can work.

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Startups can work.

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A business that you're planning to launch

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that hasn't launched yet can work.

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Any brand, but you get
to select what that,

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who that brand is.

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Next is the challenge.

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So there's a finite list of challenges

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and a finite list of campaigns.

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You get to pick the ones that match the,

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the challenge that your
business is facing.

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And these are meant to really capture some

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of the most obvious marketing campaign,

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marketing challenge issues
that any brand would face.

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What I'll say is, if you
don't see a challenge

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or a campaign that matches
what you want for your brand

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let me know and we can figure it out.

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I've always, I've made some adjustments

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for students that have said, "Hey Eric

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I want to pick a different
challenge that's not listed here.

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Can I do that?"

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Answer is yes, but let's have
a conversation about it first.

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So you pick the brand,
you pick the challenge,

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you pick the campaign,

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and that's the structure for developing

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your digital marketing plan.

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Now, some may be saying,

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well why is this format so important?

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And for me, having used this,
not just in this course,

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but I've used this in other
courses with undergraduates

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and graduate students, it
really provides an opportunity

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for you to work on several
skills as a marketer.

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First you'll be doing a
lot of market research.

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And I'm not talking about scores

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and scores and 50 slide research decks.

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No, no, no.

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I'm talking about doing cursory research,

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but gives you the opportunity to look at

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and look for certain
pieces of information.

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So that's a skill you'll pull away.

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But it's also critical thinking,

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because you have a brand, a
challenge, and a campaign.

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It's your brain that's
gonna figure out how do I

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stitch together the right
digital marketing channels

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so that I can address
this marketing challenge

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and this using this marketing campaign.

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And the other thing it
makes you do is listen.

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Social media, very powerful channels.

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Oftentimes many brands will
make the mistake thinking

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my only option is to
run some TikTok videos,

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Facebook ads, Instagram posts.

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And while they may be important,

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there's more than just social media

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and you're gonna uncover that

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and your eyes will open to the value

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of an integrated marketing plan.

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Plus like I said, 25 slides.

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So you get experience putting
a presentation together.

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If you've never put a
presentation together,

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that's okay, it doesn't matter.

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All that matters is the
content you're putting together

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to show your thinking.

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I'm not looking for, you know,

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five star graphic design work.

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That's not expected.

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If you have those skills,
great, but it's not expected.

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All that's expected is you
put good content together,

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covering and addressing
the capstone expectations.

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Now what we've done and
implemented to keep you

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on track to make sure you're
set up for success is,

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and this is just, you
know, summarizing that

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we have an eight week program here,

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but at week four it's a
mandatory assignment for you to

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turn in an outline for
your capstone project.

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And trust me, a lot can get
done between now and week four.

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And don't worry because I'm
gonna give you all the tools

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you need, all the templates you need,

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all the direction you need.

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I have a lot of explainer
videos to help you walk

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through how to write that outline.

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The outline is a template.

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So you're really just
filling in information.

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That's due week four.

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That will be graded.

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That outline will set you up for success

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for the subsequent weeks.

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Now look at week six.

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Week six is a optional.

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Share your slides with myself and Chris.

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Now optional meaning you
may have them drafted,

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and you may have placeholder images,

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and placeholder text, and that's okay.

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All we're looking to do
is check in to make sure

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that you've made progress since submitting

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your outline in week four.

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And then that gives you,
you know, a thumbs up

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or some feedback to say,
"Hey, make this change.

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Try this, remember this."

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So that by week six, seven,
and eight you should be in

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good shape to finish
your capstone project.

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Since implementing this
a couple of years ago

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I don't know that we've
ever had somebody not

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be able to finish the capstone on time.

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That's a lot of students that
have been through the program

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and a lot of that is just
due to staying on top

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of your progress week after
week, after week, after week.

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Now, if you have any questions

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as it relates to the capstone project

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what kind of brand should I select, Eric?

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Is this a good brand to pick?

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Just shoot me an email.

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We can easily resolve those
questions. (clears throat)

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So you, you know, the capstone
project and the structure.

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Let's talk about what
you'll be putting together

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in the slides of your capstone project.

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Like I said, the focus here is an

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integrated digital marketing plan.

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And the structure, the
framework for that is

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is known as the Golden Circle
borrowed from Simon Sinek.

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If you don't know who he is, look him up.

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Has a lot of great TED Talks.

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But the structure here
is to give you direction

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on making sure that you've
covered each of these components

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when building your marketing plan.

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Very, well, the why, who,

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the why, who, how, what.

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Again, this is a
framework you'll cut, you,

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you'll take with you
throughout the entirety

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of your career when
building a marketing plan.

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The why, it's about
identifying the purpose,

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the objective, the goals.

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The who is about identifying
your target audience

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or persona.

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The how is about your
strategies or your methods

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of successfully achieving your why.

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The what becomes your specific tactics

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and proof of execution.

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KPIs, which you'll learn
about in our analytics module.

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Key performance indicators.

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What are the metrics that
will de define success

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for your campaign?

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And then targets, which
are specific numbers

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that you need to hit.

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Now, again, for a lot
of you, you may not know

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and the question I get is, you
know, I don't know the target

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or what's realistic.

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A guesstimate is fine, right?

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As long as you have these
components identified

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this is gonna be key for you to have

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a strong capstone project.

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Now, I go deeper into the who here

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and there's more information
I'm gonna share with you.

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And by the way, these
slides, PDFs of these slides

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are available in the
learning management system.

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So grab those, download
them, so you can click out

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to some of these other resources.

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But I'll, and again,
if you can't access it,

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you have trouble, let me know.

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I'll make sure you get access to it.

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But when it comes to identifying
your target audience,

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a persona development,
defining a persona is a skill

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and you'll get the opportunity
to develop a persona

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for your brand.

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And this link takes you out to a resource

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that lets you understand what's important

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to include in the details of a persona.

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Because most of you're
familiar with a demographic.

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If someone were to say,
what's the target audience

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of your marketing campaign,
you may say, "Adults 18 - 35."

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To which I say that's,
that's a good range,

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but how can your marketing
message to an 18 year old

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be the same as the marketing
message to a 35 year old?

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A little bit different, right?

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Different pain points,
different interests,

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different influences.

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That's the importance
of creating a persona.

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And in the persona
you'll be thinking deeper

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about identifying a
representative persona that again

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will represent a larger audience

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of who you're trying to reach.

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For example, asking about what are

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the goals of your specific persona.

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Now again, this isn't
about a range of ages,

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it's about a specific age.

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What are their goals?

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What are their pain points,
what are their behaviors?

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And these are just some
examples of what that could be.

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For example, if somebody's looking,

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if you're REI looking to target somebody.

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So more on this in the resources shared,

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but like here's an example, right?

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So let's say someone decides
to pick REI as a brand.

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They pick increase online revenues.

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They pick sweepstakes
contest as the campaign type.

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Well guess what?

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If you apply the golden
circle, here's the why.

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Increase online revenues.

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Here's the who.

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Internet savvy adults
with interest in outdoors.

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Notice how I didn't say adults 18 - 35.

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Big difference.

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I said internet savvy adults
with interest in outdoors.

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What's the strategy?

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What's the method to
increase online revenues?

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It's going to be a coupon giveaway.

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'Cause remember, per the capstone project,

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it was sweepstakes for contest.

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Well, a coupon giveaway is a
sweepstakes type or a contest.

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And then the tactics will
be, let's run a contest

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every Tuesday on Facebook.

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Let's give winners coupon
for online redemption only.

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'Cause that's gonna
increase online revenues,

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not in-store revenues.

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And then these are just some
other tactics that would be

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part of in your, your campaign

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or sorry in your capstone project.

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Now again, all these
tactics are covered week,

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in each weekly module.

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So the ideas that you need
to satisfy your tactics

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are gonna be coming in what
you learn week to week to week.

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Oh by the way we have
KPIs, we have targets.

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This is an example of a KPI,
a coupon redemption rate.

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That's a metric of success.

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A target would be, "Hey,
let's make sure we, we convert

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at least at a 5% redemption rate."

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Again, if this is all Greek to you,

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doesn't make any sense, that's okay.

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You'll be able to ask questions,

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we'll be able to walk you through it.

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There hasn't been a student going through

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this program that hasn't
been able to connect the dots

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to apply this as part of
their capstone project.

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Again, you'll get access to
these slides, you can click off.

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Here are some examples of
other student suggestions,

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other student capstone projects.

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So you can take a look at those.

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So capstone summary review,

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you know, I always like
to to encourage students

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to just start by just
writing down the outline.

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In terms of, you know,
the brand, the challenge,

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the campaign, like what
does it mean to you?

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And I'll talk more about this

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as we get through the live sessions.

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Definitely watch examples
from other students

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and I'm gonna share a link with you

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in a minute that's gonna
give you access to a ton.

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So that you have really a good foundation

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of understanding what's
the the output look like.

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And that's extremely helpful for you.

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Definitely sign up for VoiceThread.

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Look to find that time of your calendar.

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Be prepared to submit your outline

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on week four, that's mandatory.

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Consider submitting
your slides on week six.

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So you can look at the calendar right now

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and map out week four and week six

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and block your calendar now.

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And I always say when
it comes to the capstone

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60% of your grade, we're here to help.

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We're here to help.

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So ask any question that
you have along the way.

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If you wanna get started,

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00:16:09,180 --> 00:16:11,730
if you wanna get a head start this URL.

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Once you type this into a browser

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it will open up a spreadsheet
that you can edit.

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00:16:17,490 --> 00:16:19,680
And all you need to do
is put in your name,

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00:16:19,680 --> 00:16:21,870
put in the brand that you're
thinking about selecting,

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00:16:21,870 --> 00:16:23,880
and then there's a dropdown menu where

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you can select your
challenge and your campaign.

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It's not set in stone,
it's a starting point.

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But if you want to get going, get started,

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I encourage you to go to this link

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and enter your information

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and look at the bottom
of that spreadsheet.

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00:16:37,110 --> 00:16:38,700
You'll see other tabs.

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00:16:38,700 --> 00:16:41,220
In there, there's a tab
that has a whole list

403
00:16:41,220 --> 00:16:43,020
of other capstone examples.

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00:16:43,020 --> 00:16:45,300
So there's links in
there you can link out to

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00:16:45,300 --> 00:16:48,750
and watch the VoiceThread
videos of these other students.

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As always, if you have questions,
this is my email address.

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00:16:52,170 --> 00:16:54,840
So that's a deep dive
on the capstone project.

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00:16:54,840 --> 00:16:56,490
Let's move on to the final video.