Capstone – Project

Develop and pitch a story about how universities are able to work with local farmers through the pandemic

A Collaboration Between

Project Synopsis

Happy Valley Meat Company (HVM) works with universities and schools to help them source meat from local farmers (a surprisingly difficult task with all the insurance and red tape required). HVM has found some amazing school partners but finding the appropriate contacts at a school can be difficult and they often are too busy to respond.

HVM would like to find more schools that are interested in partnering by showcasing some of the exciting work we are already doing with schools, from farm trips, to lectures and on campus demo days.
Identify the publications that school chefs/decision makers that are interested in local and sustainable meats get their information from.

Craft a pitch for those publications about the work HVM is doing.

Identify decision makers in those publications and get them excited about HVM’s pitch.
1. Having at least 1 article written about HVM
2. Have 10 leads reach out to HVM after reading the article

Project Topics

Corporate Social Responsibility

Marketing

PR & Communications

Company Information

CompanyHappy Valley Meat Company
HQNew York
RevenueUnlisted
Employees5-10
StageSmall Business
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time
Websitehttps://happyvalleymeat.com

Company Overview

Happy Valley Meat Company (HVM) is a certified B Corp based out of Brooklyn NY. HVM exists to improve the lives of the people and animals that feed us. They do that by buying whole animals (beef, lamb, pork) from farmers that raise their animals with high welfare standards and breaking the cuts into industry standard products for restaurants.

Experiential Learning Program Details

SchoolButler University
Engagement Format -
CourseStrategic Communication Capstone
Level
  • All Graduate
  • Working Professionals
Students Enrolled14
Meeting Day & Time3/14/22 - 4/29/22 Asynchronous
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration5.57 Weeks

Program Timeline

Touchpoints & Assignments Due Date Type
Course Begins

Course Begins

March 14th, 2022 Event na
Client Kick-off Meeting Client Kick-off Meeting
Submit Client Notes here.
March 18th, 2022 Submission Required submission-required
Client Check-In Meeting Client Check-In Meeting
Submit your Client Notes here.
April 8th, 2022 Submission Required submission-required
Final Strategic Communications Plan Final Strategic Communications Plan
Submit your final PPT decks here.
April 28th, 2022 Submission Required submission-required
Course Ends

Course Ends

April 29th, 2022 Event na
Client Evaluation

Client Evaluation

Clients will submit their evaluations of the final presentations here.
April 29th, 2022 Evaluation evaluation

Key Project Milestones

  • March 20, 2022 - Milestone One: Communications & Marketing Research

    At the start of the strategic communication planning process, research is conducted to identify the right problems to solve and the best processes to determine solutions. This involves scanning the external environment, collecting data, and evaluating existing communication campaign efforts.

     

    For this milestone, students will collect and analyze primary and secondary research data to build an evidence-based presentation deck to build a case for your strategic communications plan, which will include the following:

     

    CLIENT’S PROBLEM/OPPORTUNITY

    Based on the students’ review of CapSource materials, and kick-off meeting with the client, students will state the problem/opportunity presented.

     

    BACKGROUNDER

     

    External Environment

    • The economic, political, and social environment within which your client operates — how are they situated within this context?
    • Impact of current events on the strategic communication function of the organization.

     

    State of the Industry

    • Types of organizations, companies, sales, distribution patterns
    • Control and regulation, profit patterns, growth patterns, audience demand
    • Historical context, technological advances, trends

     

    Market Share and Competition

    • Market share and potential in terms of dollars, clients, services, etc.
    • Competitors and their market share and potential

     

    Products and Services

    • Product and sales offerings
    • Significant prior marketing and sales campaigns
    • Noteworthy influencers and/or evangelists

     

    SWOT ANALYSIS

    Based on information gathered for the Backgrounder, students will list any potential Strengths, Weaknesses, Opportunities and Threats.

     

    SITUATION ANALYSIS

    Students will redefine the problem/opportunity based on research conducted. How does the situation present itself? Students will use actual numbers as much as possible. Then, they will identify and assess any potential issues or barriers when it comes to addressing the problem/opportunity for the client.

     

    CORE PROBLEM OR OPPORTUNITY

    In one concise sentence, students will state the central core of the problem or opportunity.


    Suggested Deliverable:

    • This research report should be written from the perspective of a strategic communications agency. The audience is Happy Valley Meat Company.
    • It will be delivered as a presentation deck, using the client’s branding.
  • April 3, 2022 - Milestone Two: Customer Information Gathering

    The most successful strategic communication campaigns involve thoughtful planning and creative thinking. However, these efforts are in vain if they do not take the client’s target market into consideration.

     

    For this milestone, students will map out the customer journey for each key public based on the problem/opportunity presented by the client. This will be informed by an overarching “big idea” to structure the strategic communications campaign, and anchored by a Unique Value Proposition (UVP).

     

    BIG IDEA (see p. 116 in text for example)

    • A one-sentence strategy statement that leads the strategic communications campaign.
    • The big idea strategy in more detail (1-2 paragraphs).
    • Visual representation.
    • Slogan/Hashtag.

     

    KEY PUBLICS (see p. 132-133 in text for example)

    • 2-4 key publics listed based on conversations with Greenspan Consulting / Fabulous App.
    • Information regarding:
      • Their self-interests
      • Opinion leaders
      • Preferred channels

     

    CUSTOMER JOURNEY 

    • For each key public, students will describe:
      • All potential touchpoints (both online and offline)
      • Ideal customer actions
      • Emotions and motivations behind these actions
      • Obstacles and pain points that may get in the way of achieving your big idea

     

    UNIQUE VALUE PROPOSITION

    • Headline: The benefit of the proposed Big Idea
    • Subheadline: More information about the benefit
    • Paragraph: Detailed explanation of what the strategy offers, how it serves key publics, and the why.

    Suggested Deliverable:

    • This report should be written from the perspective of a strategic communications agency. The audience is Happy Valley Meat Company.
    • It will be delivered as a presentation deck, using client’s branding, and adding to the deck from the first milestone.
  • April 10, 2022 - Milestone Three: Goals, Objectives, Strategies, & Tactics

    Goals, objectives, strategies, and tactics are the crux of any strategic communication plan. Without these thoughtfully planned and implemented, there is no baseline to work off of, nor is there any structure from which to carry out your big idea.

    For this milestone, students will craft the goals, objectives, strategies, and tactics of the proposed campaign.

     

    GOALS

    • One sentence statements that highlight the overall result needed to solve the problem or seize the opportunity. Does not have to be quantified.

     

    OBJECTIVES 

    • Statements of the specific results that lead to achieving the goal. Should be SMART: Specific, Measure, Attainable, Realistic, and Time-bound.
    • Evaluation criteria and tools should also be included.

     

    STRATEGIES

    • These identify HOW a public can fulfill an objective and the specific channel(s) through which the public will be motivated to take action.
    • There should be multiple strategies for each public.

     

    TACTICS

      • These are WHAT will be accomplished via creative elements and tools to deliver messages through specific channels.
      • There should be multiple tactics to support each strategy.

    Suggested Deliverable:

    • This report should be written from the perspective of a strategic communications agency. The audience is Happy Valley Meat Company.
    • It will be delivered as a presentation deck, using client branding, adding on to the previous milestone submissions.
  • April 17, 2022 - Milestone Four: Calendar & Tactic Deliverable

    Calendars are a strategic communication professional’s best friend. It allows all team members involved to stay on the same page when it comes to deliverables, and it’s the documentation needed to keep clients informed of the status of the campaign.

     

    For this milestone, the students will develop a calendar of your proposed project deliverables for the campaign based on the key publics and tactics you crafted in previous assignments. You will also select one of these tactics based on your meeting and the students will deliver it in real-time.


    Suggested Deliverable:

     

    CALENDAR 

    • Should be in Gantt chart format
    • Shows when each tactic ends and begins in a time continuum
    • Organized by key public and strategy to show the work required
    • Provides enough lead time for production and other arrangements

     

    TACTIC DELIVERABLE 

    • The specific tactic you’ve agreed on with the students, and which objective and strategy it stems from.
    • The specific problem/opportunity this tactic addresses
    • How this tactic ties into the proposed solution
    • How the tactic will be implemented
    • The benefits of this tactic
  • April 28, 2022 - Milestone Five: Final Strategic Communications Plan & Presentation

    For this milestone, students will submit their completed presentation deck with all components integrated. They will also present learnings to the client and fellow classmates.


    Suggested Deliverable:

    FINAL STRATEGIC COMMUNICATIONS PLAN

    Will consist of the following:

     

    • Introduction/Executive Summary: A brief introduction for the client (e.g., purpose, contents, key findings)
    • Finalized version of Project Assignment 1: Communications & Marketing Research
      • Backgrounder
      • SWOT Analysis
      • Core Problem or Opportunity
    • Finalized version of Project Assignment 2: Customer Information Gathering
      • Big Idea
      • Key Publics
      • Customer Journey
      • Unique Value Proposition
    • Finalized version of Goals, Objectives, Strategies, Tactics
    • Finalized Calendar
    • Tactic Deliverable Case Study: includes any updates that may have occurred since submitting the initial assignment
    • Recommendations: Based on lessons learned and what students gathered from research and conversations, offering overarching recommendations on how the client can move forward with implementing the plan.
    • Conclusion: Wrap up in a paragraph or less the key takeaways from the plan.

     

    FINAL PRESENTATION

    • Each team will be allotted a maximum of 20 minutes to present their plan, plus a brief 10 minute period to respond to questions.
    • Since full details are included in your final presentation deck, only the most intriguing findings from the final report will be presented.

Project Resources

Industry Mentors

Company Admin

Dan Honig

[email protected]

Academic Mentors

Instructor

Marietta Stalcup

[email protected]

Instructor

Luke Bickel 

[email protected]

Instructor

Ashley O'Salway

[email protected]

Instructor

Mark Rademacher 

[email protected]

Instructor

Marie Mackintosh 

[email protected]

Instructor

Rowena Winkler

[email protected]

Instructor

Teresa Williams 

[email protected]

Instructor

INNA EKHAUS

[email protected]

Instructor

Patricia Fox

[email protected]

Instructor

Jane Siegler 

[email protected]

Instructor

Ralton Morrison 

[email protected]

Instructor

Francis Bowen

[email protected]

Assigned Students

Student

Gina Donahue

[email protected]

Student

Courtney Trachsel

[email protected]

Student

Kyle Johannsen

[email protected]

Student

 

[email protected]

Student

Josh Little

[email protected]