February 17 — Final project kickoff and research dossier
Week 5 · Tuesday
Key takeaways
- All remaining assignments build toward a single final project: a multimedia campaign for a real or fictional organization.
- The research dossier (or landscape scan) is the first deliverable — it maps the organization’s ecosystem before any creative work begins.
- Choose a smaller organization or a hyper-specific campaign for a large one to avoid being overwhelmed by existing work.
- Create a shared Google Drive folder with “Anyone at Montclair State University can edit” permissions — submit that folder URL for all assignments going forward.
Topics covered
Final project overview
A cumulative campaign with all subsequent assignments as deliverables. The project is built piece by piece — each assignment adds a new layer.
Project selection strategy
- Avoid dominant brands — Disney, Apple, the Knicks. Their existing marketing teams are too good; you’ll struggle to find meaningful gaps.
- Strong choices: local businesses, community organizations, fictional brands, or a hyper-specific campaign for a larger brand (one product launch, one regional initiative).
Research dossier content
What goes in the dossier:
- Competitor analysis — 3–5 competitors, their social media presence, pricing, and messaging
- Audience analysis — current vs. potential audience; who they are and what they need
- SWOT analysis — Strengths, Weaknesses, Opportunities, Threats
- Inspiration — content or campaigns that could inform your approach
Example: Hammond Museum campaign
Walked through a real example — strategic goal, SMART objectives, audience funnel, CTAs. Showed how research translates into strategy.
Google Drive setup
One shared folder per student. Submit the folder URL once — that same link covers all future assignments and gives the instructor editor access for inline feedback.