Website and Social Media


OVERVIEW:

The ultimate deliverable for the Organizational Branding project is an informational website your group sets up to inform the public about corporate social responsibility in an industry of your choice.

OBJECTIVES

  • To develop a digital branding strategy from an organizational standpoint (as opposed to the personal branding strategy you’re developing in your personal website).
  • To work as a group to create a cohesive visual and textual brand that is expressed in a unified tone and format (this just means you’ll work together to make everything look and sound the same, rather than like you, personally).

BASIC REQUIREMENTS

WEBSITE:

You need the following basic pages, but you may call them whatever you like:

Static Front Page:

Like your personal website, the primary purpose of this site is to deliver information, not to write a blog (though your site will have a blog feature, we’re considering that a part of your social media strategy). Create a front page that visually represents your brand and offers an introduction to your organization and clearly states your mission and the purpose for the site.

Basic Requirements:

  • 2 short paragraphs
  • Links to social media
  • No unnecessary widgets or text

About Us Page:

This page should establish “who” the organization behind the website is. This is where you’ll personalize your organization’s brand and give it a human face.

Basic Requirements:

  • 1-2 paragraphs of general text explaining why this project is important to the 4-5 of you, as a group.
  • Introduce us to the contributors individually. A short bio is necessary and each group member should establish their personal investment in the project.

Informational Page:

This is where you should organize some of the background research you did in your Project Pitch to help establish your credibility and provide basic information about your mission. While this text may look very similar to that of the Project Pitch, simply copy and pasting won’t do. You need to translate this information so that it’s appropriate for a lay audience.

Basic Requirements:

  • 3-4 paragraphs
  • 10-15 (minimum) in-text links to sources that support your claims

Resource Page:

This page should help your audience figure out how/where they can buy/support ethically run companies who practice good CSR.

Basic Requirements:

  • Profile 10-12 for-profit companies that have excellent CSR practices
    • Write a 3-5 sentence bio for each company that “sells” your audience on their CSR initiatives, as well as their products/services.
    • Links to company websites and social media should accompany these profiles.
    • Profile a minimum of 2-3 other organizations related to your topic that readers would be interested in (for instance, many of your companies may work with fair trade organizations, or non-profits to aid their CSR initiatives)
    • Write a 3-5 sentence bio for each organization that connects them to your project and briefly explains their mission.
    • Links to organizations’ websites and social media should accompany these profiles.

Social Widgets:

If your site doesn’t automatically integrate social widgets, use the general social widget in the “Customizer.”

Blog Page:

This should not be your front page unless you choose a theme that features both “front material” and “featured content.”

SOCIAL MEDIA:

You need to pick two social media outlets. The headers, text, etc. should all be easily recognizable as branded to your website.

Basic Requirements for each platform:

  • Follow at least 100 related accounts
  • Post 1 “launch” announcement
  • Post links to each individual blog post
  • Post links to all linked material from each individual blog post

RESOURCES:

Make certain you are using fair use images and not images you simply “Google.” I recommend that you pull images from the resources linked in the resource library.

STRATEGY

First and foremost, split the work up evenly and use every group member to “check” one another’s work to make sure it’s perfect. As a group, do the following:

  1. One of you will create your blog. Name the url whatever your organization name is (not wrtg3040project.wordpress.com).
  2. Whoever creates the blog will invite the other group members to be administrators. Click here for help with that.
  3. Using the branding strategy you developed for your Project Pitch, choose a theme that displays your images well and that you feel makes a good standalone website.
  4. Fill out your pages.
  5. Create your social media outlets.
  6. Write your individual blog posts and post links on social media to blog/website content.

TIME MANAGEMENT

This will take a while to coordinate, but you have experience with WordPress, so publishing the pages and content should take less time than it did with your personal website. My best advice is to start early so if you need help you can get it.

DEADLINES

  • Group Website and Social Media platforms are created at time of conference call – design is complete at this time
  • Monday, Mar 28: Website content is complete

RUBRIC (this is a group grade)

Website:

___ 25% Content Delivery: Your website is complete and fully branded to align with all of your group’s work. All directions have been followed and all basic requirements have been addressed. Your work is on time and in the correct format.

___ 25% Content Quality: Your website shows advanced critical thinking, advanced design strategy, credible research and attention to detail and audience. Your written copy is insightful and well researched.

___ 25% Project Design: Your website and social media all show attention to your visual branding strategy and have cohesive images, colors and text. You are showing advanced knowledge of how to manipulate WordPress in using more creative and dynamic templates. Your images are flawless, fair use and have absolutely no pixelation.

___ 25% Style: Your written copy is flawlessly edited and your group has developed a unified “voice” that carries through each part of your website. Your tone is credible, but friendly and approachable. Your text is easy to read and there are no awkward sentences.

Social Media:

___ 75% Content Delivery: Your content is delivered on time and not in “bulk” at the end of the week or the end of the semester. Each group member (or the assigned social media manager) posts social media on the days that individual blog posts are published. You have the correct amount of posts each week.

___ 25% Content Style: Your links are formatted correctly. You pay attention to spelling and grammar.

EXEMPLARS:

These are some very professional, award winning websites, but you might be surprised to find that many of WordPress’ templates can do similar (if not quite as fancy!) kinds of things. At the very least, these are great examples of strong branding strategy about CSR topics.

And here’s what you can do with a lot of passion, creativity, money and professional help: #SAVEELEPHANTS (just thought you’d like to see a super cool example!)