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 The current website is outdated, siloed, and underutilized as a strategic tool for engaging stakeholders.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

New Solutions Network - Unifying Brand Identity and Digital Presence for Natanya Wachtel’s Initiatives
Due Date
Activities
Deliverables
Status
Action
Tue, 03/18/25
12:00 AM UTC
Project Kickoff Eval
Required Evaluation
Evaluation submission is required.
View
Wed, 03/26/25
7:30 PM US/Eastern (UTC-05:00)
Kickoff Meetings
No Deliverables
No deliverables are required for this action item.
Location: Virtual
Instructions:
Web Conference with Students (To Be Scheduled)
Sun, 04/06/25
11:59 PM US/Eastern (UTC-04:00)
Project Assignment 1: Client Backgrounder, SWOT, Situation Analysis
Required Deliverable
Required Deliverable
Deliverable submission is required.
Deliverable Instructions:
Submit Project Assignment 1 for client review, after updating to address instructor feedback.
Wed, 04/09/25
7:30 PM US/Eastern (UTC-05:00)
Temperature Check
Required Evaluation
Evaluation submission is required.
View
Sun, 04/13/25
11:59 PM US/Eastern (UTC-04:00)
Project Assignment 2: Campaign Goals, Objectives, Publics, & Big Idea
Required Deliverable
Required Deliverable
Deliverable submission is required.
Deliverable Instructions:
Submit Project Assignment 2 for client review, after updating to address instructor feedback.
Sun, 04/20/25
11:59 PM US/Eastern (UTC-04:00)
Project Assignment 3: Campaign Strategies, Tactics, & Schedule
Required Deliverable
Required Deliverable
Deliverable submission is required.
Deliverable Instructions:
Submit Project Assignment 3 for client review, after updating to address instructor feedback.
Sun, 04/27/25
11:59 PM US/Eastern (UTC-04:00)
Project Assignment 4: Strategy Brief, Budget, & Evaluation Plan
Required Deliverable
Required Deliverable
Deliverable submission is required.
Deliverable Instructions:
Submit Project Assignment 4 for client review, after updating to address instructor feedback.
Wed, 04/30/25
12:00 AM UTC
Final Presentations
No Deliverables
No deliverables are required for this action item.
Location: In Person
Instructions:
To Be Scheduled
Fri, 05/02/25
12:00 AM UTC
End of Project Peer Evaluation
Required Evaluation
Evaluation submission is required.
View
Fri, 05/02/25
12:00 AM UTC
End of Project Self Reflection
Required Evaluation
Evaluation submission is required.
View
Fri, 05/02/25
11:59 PM US/Eastern (UTC-04:00)
Final Campaign Materials: Campaign Slide Deck & Pitch Deck
Required Deliverable
Required Deliverable
Deliverable submission is required.
Deliverable Instructions:
Submit both your final Campaign Slide Deck and the final version of your Campaign Pitch Deck here for your client. 

Program Managers

Name Organization
Mark Rademacher Butler University

Teams

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