Service Learning
Strategic Communication Campaign
(COMM 310)
Strategic Communications Campaigns (Comm 310) course split the class into 4 teams and each team worked with a non-profit company from the area. We worked with our client to build them a strategic communications campaign in different phases as we learned each step in class. Our initiatives with the company included the research, production of strategy & tactics, production of media for use by the client. My team's non-profit company was the Downtown Norfolk Community Garden. They are a small community garden located in the Freemason area that focuses on providing spaces for community members to hav their own garden space. Our campaign focused on bringing attention to the accessible garden beds the DNCG had for people with disabilities or those that couldn't garden on floor garden beds.
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We found in our research that we could advertise to local retirement homes and their residents, who had no space for a garden of their own. We had the 'Big Idea" of creating attention for the garden and its accessible beds by creating a free 'Planting a Seed' event at the retirement homes for their own windowsill gardens.
Our rationale behind the event was that when people take care of something they find themselves attached to it. If they started with a seed, they would want to eventually give it more space. We designed posters to be placed on community boards at the retirement homes.
Through our work we learnt how to structure, form, and execute public relations campaigns. We also learned the importance of non-profit community organizations and what they provide to local community members. We also learned how we can help meet their goals with the professional skills we developed in our university. We developed our face-to-face and online communication skills to present our research, findings, ideas and our ultimate product to our client. We as a team were also able to take our clients feedback and change our campaign to better fit their needs. It was a great opportunity to develop our skills and help the local community.
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