Background
Name the 3 Background subsections & Give an example of information found in each
What is:
1) External Environment: Economic Recession, New Laws, Societal Changes, Events…
2) Industry: Industry History, Market Research, Competitive Analysis/Competition
3) Internal Environment: Client, Issues/Challenges/ Opportunities, Products &/or Services, Promotions & Comms, Resources
Name & Explain the 3 Primary Research Sections
What is:
- Methodology: The Step-by-Step Process of How the Primary Research was Conducted
- Findings: The Raw Results from the Primary Research (No Opinions, Only the Straight Facts & Data)
- Analysis: Triangulate & Synthesize back to the Secondary Research & Draw More Insights to Lead Recommendations
Define a "Goal" for Capstone & name 2 things NOT to do (HINT: Common Mistakes)
What is:
- Goal: Broad, Positive Restatement of the Overall Result Needed to Solve the CC
- 2 Mistakes: Writing a business goal, Goal written in quantifiable terms
What are the 3 elements of effective messaging?
What is:
- Brand Positioning, Framing, & Message Sets
What are the top 5 writing error Capstone students make on their final plans? (Briefly explain each)
What is:
- Academic Writing is used (written like a term paper)
- Unclear Writing is confusing & hard to follow
- Jargon is too complex & not common lang. for the reader
- Forgot Insights No/Few Insights (Didn’t tell your Story)
- Fluff Language
Give an example of a KP demographic/Psychographic insight. (Briefly explain the demo/psycho data and then the related insight.)
What is:
The older generation of seniors is the Traditionalists, also known as the Silent Generation, who were born between 1922 and 1945 (Carroll, 2021). Traditionalists are known to respect authority, so when it comes to healthcare, they are very trusting of their doctors and will take medical advice seriously (Carroll, 2021). Interestingly, they are so respectful of authority, that this may lead them to not ask questions of their healthcare provider (Carroll, 2021). Traditionalists also value a positive experience, which means they expect to be respected, spoken to with a kind and friendly tone and addressed with a formal greeting (Carroll, 2021).
What are the 3 mathematical ways to report out data?
What is: Percentages, Fractions, & Raw Numbers
What are the 2 most common mistakes students make when writing Tactics?
What is:
1) NOT being specific (Need to be specific & detailed - Remember it's a Blueprint for your client)
2) Tactics NOT tied to the primary/secondary research findings
What is Brand Positioning? Give a brief example.
What is:
- Brand Positioning: the Space in the KP’s Heart & Mind the Organization/Issue Occupies
- Target is positioned as fun and trendy
Name 5 of the top 7 things students need to look out for when editing/peer editing/proofreading their final plans
What is:
- Passive Voice
- Too Casual or Too Colloquial
- Not Citing Sources
- Not following APA Style
- Spelling Errors
- Grammar Errors
- Typos/Spacing Issues
What are the 3 things you need to include/weave throughout the background (including KP) section to get full credit? (Hint: How you write it)
What is:
Secondary Research, Analysis/Summary of Research, & Insights
What are 2 common mistakes students make in the Methodology section? (Hint: 2 things not to do)
What is:
1) Using 3rd person (e.g., "I" or "We")
2) Using research jargon without defining it
3) Include information you don't need
What are the 4 things Strategies need to include? (Hint: Strategy Formula/Strategy Checklist)
What is:
1) Action Verb
2) Communication Channel
3) Tied to an Objective
4) Based on KP's Self-Interest
Name 2 of the 7 Frames and give an example for each
What is:
- Responsibility, Situation, Choice, Attributes, News, Actions, Issues (see lecture for examples of each)
What are the 5 issues with this example? (Big Picture)
Culpepper Garden has full-time employees and a Board of Directors. Culpepper Garden works closely with a number of non-profit partners.
The nearby Unitarian Universalist Church of Arlington (UUCA) founded the organization that is now ARHC in 1971, to generate support and raise funds to provide quality, affordable housing for senior citizens in the community. The church and its members have provided leadership, volunteer and financial support to Culpepper Garden for more than four decades.
The organization also partners with local schools and corporations that provide volunteer support. Culpepper Garden has around 50 volunteers, down from 300% from before the pandemic.
What is:
- Sources Aren’t Cited
- Doesn’t Tell the Client Anything they Don’t Already Know
- Doesn’t tell a story
- Unclear What Information Is Important
- Doesn’t Flow - Information is Cut & Pasted Randomly
What are the 3 main reasons secondary data is important for your final plan?
What is:
1) Helps tell your story (or make your case)
2) Leads the direction of your plan (recs.)
3) Data Triangulation (Analysis subsection of PR)
Name 2 example of primary research limitations (Methodology section)
What is:
- Lack of Access to Sample Size
- Measures to Collect the Data
- Something went Terribly Wrong During Data Collection
- No responses
- Majority of Respondents Represent a Portion of the KP
If your plan has 2 Objectives, how many Strategies must it have? Why?
What is:
- 2 Strategies because each must ladder up to an Objective
What is the main thing students often forget to include in their primary messages?
What is:
- a Call to Action
Name the 4 writing/editing tips for your the final plan (HINT: Prof. Amor stresses these often)
What is:
- Use headers/subheads
- Organize information to best tell your story
- Clear & Concise Writing
- Edit/Peer Edit/Proofread (early & often)
What is something you can do in your Background section to make the Primary Research Analysis (esp. Data Triangulation) section easier to follow for the Client (and the graders)?
What is:
Including subheads that make it easy to identify the secondary and primary research that will lead your recommendations (the ones you'll triangulate).
Example: If you data shows you should recommend using Twitter, add a Twitter related subhead(s) in the Background section that shows where you mention Twitter (the clients use and/or the KPs interest in it) and another Twitter related subhead(s) in the Primary research section (Findings/Analysis). NOTE: The subheads don't have to be titled the exact same just clear enough for the client to easily connect the dots.
What is the lowest MOE & Confidence Level Capstone accepts for a valid & credible Study?
What is:
15% MOE, 85% CL =
Decent Valid & Credible Study (Lowest for Capstone)
What element is this an example of and what would make it SLIGHTLY stronger? (HINT: the slight issue is a common mistake)
Engage 100 Long Island seniors with chronic conditions on digital platforms by August 2022
What is:
- Objective
- The date needs to be more specific and include the day.
Briefly describe Prof. Amor's PRO TIP for crafting and testing your message sets. (HINT: It was a fun one ;-)
What is:
- When Crafting Messages Imagine the KP Listening to them in the Car… Keep the message short, clear, concise, and tied to the what you know (research) about the KP (See lecture for more details & fun example)
What are the 5 most common mistakes students make that cause assignments NOT to be Client Ready?
What is:
- No Reading Instructions
- Disorganization
- Poor Writing (Not Graduate Level)
- Not Taking the Time to Edit/Peer Edit
- Forgetting that Each Assignment Builds off the Previous Ones