Capstone – Project Charter

Marketing Content Project

A Collaboration Between

Engagement Synopsis

To create content to be used on our social media, website, advertisements, emails, etc. The content created should be mobile friendly, and geared towards education of our brand and ultimately converting potential customers into sales.

Company Information

CompanyPack Leashes
HQFlorida
RevenueUnlisted
Employees5-10
StageHigh-Growth Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time
Websitehttps://www.packleashes.com/

Company Overview

Pack Leashes is a brand that stands in the crossroads of durability and fashion. Pack Leashes makes bow tie collars and reversible harnesses with matching leashes for dogs to express their fashionable side. Pack Leashes also has climbing rope leashes that come with a carabiner on the end. The rope leashes are super sturdy and ready for adventure. For every sale made, Pack Leashes donates 2 pounds of dog food to shelters in need. To date, Pack Leashes has donated 60,294 pounds of dog food and counting every day. Pack is a huge believer in giving back, and providing a grade A product at the same time. Pack Leashes doesn't plan on stopping the donations any time soon and hopes to reach 1,000,000 pounds soon.

Company Supervising Team

There are currently no supervisors assigned.

Course Info & Engagement Details

SchoolCapSource High School Initiative
Engagement FormatCapstone - Small Team Consulting Project - Students work in small groups of 2-6 directly with faculty and host company project champions on developing real solutions to real-world challenges.
ProgramHigh School
CourseCapSource High School Pilot
LevelGraduate
Students Enrolled8-12
Meeting Day & TimeTBA
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration5 weeks (10/01/2020 - 12/31/2020)
Departments InvolvedGrowth Strategy
Marketing
Product Design & Development
Research & Development
Sales & Business Development
File Attachments

School Supervisors

There are currently no supervisors assigned.

Students

There are currently no students assigned.

Collaboration Timeline

  • July 15, 2020

    Collaboration request published. Companies may express interest in participating.

  • September 1, 2020

    Final date for companies to express interest

  • October 2, 2020

    Project Details Finalized; Prepared for Launch

  • October 5, 2020

    Project Kick off!

    Pack Leashes, students, and CapSource mentors will meet for a video conference to introduce the project, set up guidelines, establish communication pathways, and answer any questions.

  • October 12, 2020

    Weekly check- in via web conference for students, mentors, and project champions. This time will be used to discuss past work, any challenges, and the plan for the coming week.

  • October 19, 2020

    Weekly check- in via web conference for students, mentors, and project champions. This time will be used to discuss past work, any challenges, and the plan for the coming week.

  • October 26, 2020

    Weekly check- in via web conference for students, mentors, and project champions. This time will be used to discuss past work, any challenges, and the plan for the coming week.

  • November 2, 2020

    Temperature Check session for students and project champions to discuss progress, questions, and concerns after reaching half way through the engagement.

  • November 9, 2020

    Weekly check – in via web conference for students, mentors, and project champions. This time will be used to discuss past work, any challenges, and the plan for the coming week.

  • November 16, 2020

    Weekly check – in via web conference for students, mentors, and project champions. This time will be used to discuss past work, any challenges, and the plan for the coming week.

  • November 23, 2020

    Weekly check- in via web conference for students, mentors, and project champions. This time will be used to discuss past work, any challenges, and the plan for the coming week.

  • November 30, 2020

    Final Check in to discuss progress as engagement comes to an end. Prepare for final presentation and deliverables to be submitted on December 4th.

Key Milestones & Project Process

  • October 12, 2020 - Marketing Strategy Plan

    Before implementing any content for Pack Leashes, students ought to consider the following guiding questions:

    • What does marketing currently look like for Pack Leashes?
    • What has been successful so far in marketing initiatives? What hasn’t been as successful and why?
    • What are the target customers for Pack Leases and where are they the most engaged?
    • How can Pack Leashes increase engagement and still keep advertising costs down?
    • What is the current conversion rate of marketing? What actionable marketing steps can improve that?
    • What are other key indicators of marketing success?
    • What are short and long term goals of the marketing plan?

    Suggested Deliverable:

    A 1 pager marketing plan outlining goals, key success metrics, and chronological steps to take for implementation.

  • October 19, 2020 - Marketing Content for Social Media & Advertising

    • We incorporate marketing content used for pages on our website. This can include graphics or images to improve the overall appearance of the site and to explain items on the site in a picture representation.
    • We currently run ads to generate messages on Instagram and Facebook. We would like to continue to update our content, and test new strategies to generate leads. We mainly test new photos and copy on these photos to drive traffic to our site.
    • We currently use User Generated Content for our social media, but would like to introduce higher quality content to our social media and website. This would include items for Tik Tok, Instagram, Facebook. Also, we would like to create content such as giveaways, memes, etc. to garner additional user engagement on these social media platforms.
    • We run email campaigns for abandoned carts, customer winback, special sales, new product releases, etc. We find it is a good way to stay connected with our customer base, and also to find the customers the most align with our brand.

     


    Suggested Deliverable:

    • 5 pieces of content for our website. These can include photos for product pages, home pages, landing pages, etc.
    • 5 pieces of content for our advertising campaigns. These can include photos of products, photos of dogs, or other items used to garner traffic to our site.
    • 3 pieces of content to post on our social media platforms. Content can be used across platforms, or be platform specific.
    • 1 email campaign / flow. We will give direction on the type of email flow. This could be geared towards generating revenue, such as a flash sale, or generating community engagement, such as an “ambassador of the month”.

     

  • October 26, 2020 - Marketing Content for Social Media & Advertising

    • We incorporate marketing content used for pages on our website. This can include graphics or images to improve the overall appearance of the site and to explain items on the site in a picture representation.
    • We currently run ads to generate messages on Instagram and Facebook. We would like to continue to update our content, and test new strategies to generate leads. We mainly test new photos and copy on these photos to drive traffic to our site.
    • We currently use User Generated Content for our social media, but would like to introduce higher quality content to our social media and website. This would include items for Tik Tok, Instagram, Facebook. Also, we would like to create content such as giveaways, memes, etc. to garner additional user engagement on these social media platforms.
    • We run email campaigns for abandoned carts, customer winback, special sales, new product releases, etc. We find it is a good way to stay connected with our customer base, and also to find the customers the most align with our brand.

    Suggested Deliverable:

    • 5 pieces of content for our website. These can include photos for product pages, home pages, landing pages, etc.
    •  5 pieces of content for our advertising campaigns. These can include photos of products, photos of dogs, or other items used to garner traffic to our site.
    • 3 pieces of content to post on our social media platforms. Content can be used across platforms, or be platform specific.
    • 1 email campaign / flow. We will give direction on the type of email flow. This could be geared towards generating revenue, such as a flash sale, or generating community engagement, such as an “ambassador of the month”.
  • November 2, 2020 - Marketing Content for Social Media & Advertising

    • We incorporate marketing content used for pages on our website. This can include graphics or images to improve the overall appearance of the site and to explain items on the site in a picture representation.
    • We currently run ads to generate messages on Instagram and Facebook. We would like to continue to update our content, and test new strategies to generate leads. We mainly test new photos and copy on these photos to drive traffic to our site.
    • We currently use User Generated Content for our social media, but would like to introduce higher quality content to our social media and website. This would include items for Tik Tok, Instagram, Facebook. Also, we would like to create content such as giveaways, memes, etc. to garner additional user engagement on these social media platforms.
    • We run email campaigns for abandoned carts, customer winback, special sales, new product releases, etc. We find it is a good way to stay connected with our customer base, and also to find the customers the most align with our brand.

    Suggested Deliverable:

    • 5 pieces of content for our website. These can include photos for product pages, home pages, landing pages, etc.
    •  5 pieces of content for our advertising campaigns. These can include photos of products, photos of dogs, or other items used to garner traffic to our site.
    • 3 pieces of content to post on our social media platforms. Content can be used across platforms, or be platform specific.
    • 1 email campaign / flow. We will give direction on the type of email flow. This could be geared towards generating revenue, such as a flash sale, or generating community engagement, such as an “ambassador of the month”.
  • November 9, 2020 - Marketing Content for Social Media & Advertising

    • We incorporate marketing content used for pages on our website. This can include graphics or images to improve the overall appearance of the site and to explain items on the site in a picture representation.
    • We currently run ads to generate messages on Instagram and Facebook. We would like to continue to update our content, and test new strategies to generate leads. We mainly test new photos and copy on these photos to drive traffic to our site.
    • We currently use User Generated Content for our social media, but would like to introduce higher quality content to our social media and website. This would include items for Tik Tok, Instagram, Facebook. Also, we would like to create content such as giveaways, memes, etc. to garner additional user engagement on these social media platforms.
    • We run email campaigns for abandoned carts, customer winback, special sales, new product releases, etc. We find it is a good way to stay connected with our customer base, and also to find the customers the most align with our brand.

    Suggested Deliverable:

    • 5 pieces of content for our website. These can include photos for product pages, home pages, landing pages, etc.
    •  5 pieces of content for our advertising campaigns. These can include photos of products, photos of dogs, or other items used to garner traffic to our site.
    • 3 pieces of content to post on our social media platforms. Content can be used across platforms, or be platform specific.
    • 1 email campaign / flow. We will give direction on the type of email flow. This could be geared towards generating revenue, such as a flash sale, or generating community engagement, such as an “ambassador of the month”.
  • November 16, 2020 - Marketing Content for Social Media & Advertising

    • We incorporate marketing content used for pages on our website. This can include graphics or images to improve the overall appearance of the site and to explain items on the site in a picture representation.
    • We currently run ads to generate messages on Instagram and Facebook. We would like to continue to update our content, and test new strategies to generate leads. We mainly test new photos and copy on these photos to drive traffic to our site.
    • We currently use User Generated Content for our social media, but would like to introduce higher quality content to our social media and website. This would include items for Tik Tok, Instagram, Facebook. Also, we would like to create content such as giveaways, memes, etc. to garner additional user engagement on these social media platforms.
    • We run email campaigns for abandoned carts, customer winback, special sales, new product releases, etc. We find it is a good way to stay connected with our customer base, and also to find the customers the most align with our brand.

    Suggested Deliverable:

    • 5 pieces of content for our website. These can include photos for product pages, home pages, landing pages, etc.
    •  5 pieces of content for our advertising campaigns. These can include photos of products, photos of dogs, or other items used to garner traffic to our site.
    • 3 pieces of content to post on our social media platforms. Content can be used across platforms, or be platform specific.
    • 1 email campaign / flow. We will give direction on the type of email flow. This could be geared towards generating revenue, such as a flash sale, or generating community engagement, such as an “ambassador of the month”.
  • November 23, 2020 - Marketing Content for Social Media & Advertising

    • We incorporate marketing content used for pages on our website. This can include graphics or images to improve the overall appearance of the site and to explain items on the site in a picture representation.
    • We currently run ads to generate messages on Instagram and Facebook. We would like to continue to update our content, and test new strategies to generate leads. We mainly test new photos and copy on these photos to drive traffic to our site.
    • We currently use User Generated Content for our social media, but would like to introduce higher quality content to our social media and website. This would include items for Tik Tok, Instagram, Facebook. Also, we would like to create content such as giveaways, memes, etc. to garner additional user engagement on these social media platforms.
    • We run email campaigns for abandoned carts, customer winback, special sales, new product releases, etc. We find it is a good way to stay connected with our customer base, and also to find the customers the most align with our brand.

    Suggested Deliverable:

    • 5 pieces of content for our website. These can include photos for product pages, home pages, landing pages, etc.
    • 5 pieces of content for our advertising campaigns. These can include photos of products, photos of dogs, or other items used to garner traffic to our site.
    • 3 pieces of content to post on our social media platforms. Content can be used across platforms, or be platform specific.
    • 1 email campaign / flow. We will give direction on the type of email flow. This could be geared towards generating revenue, such as a flash sale, or generating community engagement, such as an “ambassador of the month”.
  • December 3, 2020 - Final Presentations

    The last day of the engagement is dedicated to students doing a final presentation about the work done and lessons learned over the past 8 weeks.


    Suggested Deliverable:

    A 3-5 minutes slide deck highlighting the work each student has done, what goals were achieved, how those goals impact Pack Leashes, the lessons each student learned, and future directions/suggestions for Pack Leashes.