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Julia Dose
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On Thursday I presented the first draft of the deliverable to my client at a meeting with Drew and the director of UC COB Development Board. I was pleased with how the meeting went, and felt that I got very valuable feedback from all those present and that it was well received. Leading up to the meeting, I was extremely nervous. First and foremost, I was anxious about what my client would say/think about the deliverable. While they have had or used pitch decks in the past, the focus of their marketing campaigns have been generally more scattered and focused... Continue reading
Posted Aug 8, 2016 at CAPSTONE!
As I've been diving into creating a pitch deck to give to my client, I realized that what I was creating was a sales presentation rather than a marketing presentation. The entirety of this project has been a little bit different from the get-go since I am dealing with a non-profit that offers "services" to families, and I am creating a presentation to potential donors. I've had to continually change the language and my mindset about the contents of the field book: "product" becomes "service", "company" becomes "organization", and "competitors" become "other really great organizations that also support very worthy... Continue reading
Posted Jul 31, 2016 at CAPSTONE!
The process of this Capstone Class and project has reminded me repeatedly of running a marathon. The first marathon I ran was in Chicago and even though it was October it was very very hot. The first half went great and I had a blast, taking in all the sights, signs, and energy from the event - I was full of positive thoughts and energy. Then suddenly at mile 14, I became utterly exhausted, overheated, dehydrated, and all I wanted to do was be done with this stinkin' race. "Why did I ever sign up for this experience? This is... Continue reading
Posted Jul 25, 2016 at CAPSTONE!
Drew mentioned early on that one of the most aspects of this course would be maintaining client relationships over the duration of the project. It is not that the relationship with my client is poor, currently or previously, it is the nuance of know when you are being annoying in your communications and when you are simply being persistent, and balancing that. I admit this has been a challenge for me repeatedly and not just in this project, but at other jobs as well. I always try to put myself in the other person's shoes: what else do they have... Continue reading
Posted Jul 18, 2016 at CAPSTONE!
At over halfway through the summer semester, the A Kid Again project, even with a few snags, is moving forward into the final stages: the final pitch deck. As I discussed with Drew during my most recent project review, the main goal of this Capstone project is to leave the executive director at A Kid Again a versatile marketing tool with which she can market her organization as a viable donation option to many different potential donors. This will help move the organization from a quadrant 2 strategy to a quadrant 4 strategy. While this typically isn't a long term... Continue reading
Posted Jul 11, 2016 at CAPSTONE!
After having gone through the existing marketing research and making some recommendations, I have been working through the Big Picture Framework, putting everything into context of my client, A Kid Again. It's been over 6 months since I took the Marketing Strategy course, and while I remember the larger points, I have essentially been re-reading the book and going point by point, addressing each in terms of A Kid Again, both currently and where their goals should be. It's one thing to look at the one-page PDF of the framework and sort of know where your clients fall on each... Continue reading
Posted Jul 4, 2016 at CAPSTONE!
This past week I was able to speak with Drew about the status of my project. Though I am feeling very much on my own right now, I still felt that there was enough for me to work with in order to come with a good summary and some recommendations. Firstly, it was interesting to understand why existing volunteers volunteer and why existing donors donate. What came through most in all the research was the insight that everyone is looking for an emotional connection to the organization. This was also clear in the value mapping exercise, and it is good... Continue reading
Posted Jun 27, 2016 at CAPSTONE!
This week I spend some time really delving in to research and summarizing it. One challenge that I face with this particular project is that I came into this project as a continuation of a project from spring semester, when most of the market research was done. While of course it is a relief to have the research itself completed, I find it difficult to jump in where someone else left off. The research was thorough, but I lack the insight to be able to understand why certain choices were made when creating surveys and discussion guides to begin with,... Continue reading
Posted Jun 13, 2016 at CAPSTONE!
The Charter is finalized and off to the client. It feels good to have that weight off my shoulders and be able to dive in to the project. Because I had outlined the project previously and discussed it in detail with the client, it was easy to put the Charter together from that document. Next up is generating the final piece of research in the form of a survey to participants/supported families of the organization A Kid Again and reviewing all existing pieces to create a succinct report that will direct us in the next phase of the project. I... Continue reading
Posted Jun 6, 2016 at CAPSTONE!
"I feel great about this" are probably the best words you can hear come out of your clients mouth, at least in the beginning of the project. So far, I've had a little journey getting to those magical words. For my capstone project I'll be working with the non-profit organization A Kid Again, which, put simply, is like Make-A-Wish but better. (Part of my project this summer is to come up with a better descriptive qualifier for the company than that, since it's not ideal to define one's brand in terms of its competitors, but it works for the time... Continue reading
Posted May 29, 2016 at CAPSTONE!
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May 26, 2016