ProgramsSTR 560: Strategic Communication Capstone (Spring 2025)ProjectsUnifying Brand Identity and Digital Presence for Natanya Wachtel’s ...

Project Title: Unifying Brand Identity and Digital Presence for Natanya Wachtel’s Initiatives

New Solutions Network

Details
Project Title Unifying Brand Identity and Digital Presence for Natanya Wachtel’s Initiatives
Project Topics Digital Marketing Entrepreneurship Growth Strategy Marketing PR & Communications Sales & Business Development
Skills & Expertise
Project Synopsis: Challenge/Opportunity
Natanya Wachtel’s organization operates across diverse domains, including advocacy, nonprofit work, business-to-business (B2B), and business-to-consumer (B2C) engagements. Despite a wealth of existing content and initiatives, the organization lacks a cohesive digital platform to effectively communicate its vision, values, and activities. The current website is outdated, siloed, and underutilized as a strategic tool for engaging stakeholders. This presents an opportunity to streamline content, enhance user experience, and create a unified communication strategy that aligns with the organization's goals.
Project Synopsis: Activities/Actions Required
  1. Content Inventory and Analysis:
    • Review existing content, including Dropbox/Google Drive materials, media kits, and social media assets.
    • Categorize and prioritize content for inclusion based on relevance, audience, and strategic goals.
    • Identify gaps or redundancies in current materials.
  2. Stakeholder Mapping and Persona Development:
    • Define key visitor personas (B2B, B2C, nonprofit stakeholders) and their unique needs.
    • Outline user journeys for each persona, emphasizing touchpoints and content needs.
  3. Strategic Messaging Framework:
    • Develop a cohesive messaging framework for the organization, ensuring alignment across B2B and B2C audiences.
    • Propose tone, style, and content guidelines to maintain consistency.
  4. Website Content Recommendations:
    • Recommend specific content from the existing library for inclusion on the website, categorized by business unit or audience type.
    • Highlight opportunities for SEO optimization and UX improvements.
  5. High-Level Web Strategy Document:
    • Create a strategic document that outlines the website’s structure, proposed navigation, and thematic content groupings.
    • Include actionable recommendations for optimizing the platform’s functionality and user engagement.
  6. Future-Proofing Recommendations:
    • Propose scalable strategies for ongoing content management, stakeholder engagement, and integration of additional digital tools.
Project Synopsis: Expected Results
  • Delivery of a comprehensive content analysis and strategic recommendations document.
  • Development of clear, actionable website navigation and content guidelines.
  • Creation of a messaging framework that reflects the organization’s values and goals.
  • Positive feedback from stakeholders on the proposed strategy's relevance and applicability.

Project Timeline

Touchpoints & Assignments Date Type

Project Kickoff Eval

 Mar 18 2025 Evaluation

Kickoff Meetings

 Mar 26 2025, 19:30 PM US/Eastern (UTC-05:00) Event

Project Assignment 1: Client Backgrounder, SWOT, Situation Analysis

 Apr 06 2025, 23:59 PM US/Eastern (UTC-04:00) Project Milestone

Temperature Check

 Apr 09 2025, 19:30 PM US/Eastern (UTC-05:00) Evaluation

Project Assignment 2: Campaign Goals, Objectives, Publics, & Big Idea

 Apr 13 2025, 23:59 PM US/Eastern (UTC-04:00) Project Milestone

Project Assignment 3: Campaign Strategies, Tactics, & Schedule

 Apr 20 2025, 23:59 PM US/Eastern (UTC-04:00) Project Milestone

Project Assignment 4: Strategy Brief, Budget, & Evaluation Plan

 Apr 27 2025, 23:59 PM US/Eastern (UTC-04:00) Project Milestone

Final Presentations

 Apr 30 2025 Event

End of Project Peer Evaluation

 May 02 2025 Evaluation

End of Project Self Reflection

 May 02 2025 Evaluation

Final Campaign Materials: Campaign Slide Deck & Pitch Deck

 May 02 2025, 23:59 PM US/Eastern (UTC-04:00) Project Milestone

Program Managers

Name Organization
Mark Rademacher Butler University

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