Informed by your understanding of strategic communication theory and practice, as well as outside research (secondary research for undergraduates; both
primary and secondary research for graduate students), you will create a strategic communication campaign for a topic of your choice. For this project, you
will submit a 2,500–3,000 word APA formatted paper and a set of campaign materials. You can select any topic of interest to you, but it is encouraged that
you talk to the instructor (you know, me, Dr. Smith) about your ideas as early as possible. Your campaign should be grounded in one or more persuasion /
strategic communication theories and use concepts learned in this class.
In addition to your paper and campaign materials, you are required to do a presentation of your campaign. The presentations will occur during our final exam
period (3–5pm, Wednesday, May 10). Your presentation should be no more than 5 minutes (i.e., aim for 4 minutes), and should cover the main components
of the campaign plan, evaluation, and materials. Each presentation will be followed by 2+ minutes of Q&A. More details on expectations for the presentations
will be provided during class.
Part 1. Theoretical and Conceptual Background
1.1. Introduction to Your Topic
In this section, you will introduce your topic and its importance. Make sure that you describe your topic in detail and use relevant sources to support your
arguments. You should clearly justify your campaign.
Describe your topic of interest in detail.
Why is this issue important?
What will your campaign try to do?
1.2. Target Audience
In this section, you should describe your audience in as much detail as possible. You can include demographic information, but be sure to describe the
audience in terms of their current beliefs, attitudes, behaviors, and barriers.
Who is the target audience? Make sure to provide evidence to support your arguments. (What is the target audience based on? Cite sources.)
What are your target audiences current beliefs, attitudes, and behaviors? Make sure to provide evidence to support your arguments. (How do you know these
are their beliefs, attitudes, and behaviors? Cite sources.)
What are the barriers they have to comply with your recommendations? What is stopping them from performing your recommendations? (How do you know?
Cite sources.)
Note for Graduate Students
As we have discussed, you must conduct original research as part of your term project. I have left it up to you what the nature and focus of the primary
research should be. Generally speaking, however, you should use the primary research to inform the target audience section of the paper. If you have any
questions or concerns related to the requirement to conduct primary research, please reach out to me (your instructor) directly.
1.3. Descriiption of Theory
You will select one or more theory that is covered in class and base your project on it/them. You can select any theory/theories, but you should be able to
justify why you selected it/them. You may also incorporate theories and concepts you’ve learned in other classes, so long as at least one of the theories you
base your campaign plan on comes from what you learned in this class.
What are the main components of the theory? (Select relevant concepts. Cite sources.)
Why is this theory relevant for your topic and target audience? Provide evidence to support your arguments. (Cite sources.)
How will your theory guide your campaign? (Describe how the theory will guide the campaign. Cite sources where relevant.)
Part 2. Campaign Plan
In the second part of your paper, you will describe your campaign in detail. Explain how theory informed your campaign and what results you are expecting.
Be sure to include the campaign’s objectives in terms of beliefs, attitudes, and behaviors. Include a descriiption of the campaign materials (e.g., flyers, videos, posters, press releases, events, etc.) that need to be produced for the campaign, and a descriiption of how you will go about conducting evaluation for your campaign

Sample Solution

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