Communication Assessment Project

Communication Assessment Project (CAP)

Instructions Updated:

To assess TOTAL Company website: www.total.com

Assignment Instructions:

This project involves the application of Katie Paine’s assessment methodology, as described in her book Measure What Matters, to the assessment of a communication vehicle or campaign.

REMEMBER:

o Reflect on the course and the textbook and revisit the question: WHY MEASURE? o Take time to review the Originality Report. o Are your sources properly cited? o Be especially careful with internet sources. APA requires direct quotes to have a page or

paragraph number or a specific location on a website (e.g., "About Us"). o Make sure your reference list is in proper APA form.

Assignment Sections:

1. Description of communication vehicle or campaign and communication and business objectives (400-500 words):

o Brief description of the communication vehicle or campaign o 2-3 well-defined communication objectives and rationale for selecting

them o Explanation of how the communication vehicle design, content and/or

functionality support the objectives – include 1-2 screenshots

2. Audience analysis targeted by communication activity (400-500 words) 3. Description of internal and external benchmarks (400-500 words)

• Internal benchmarks (goals, trends, etc.) • External benchmarks (competitor performance, best practices)

4. Definition of key performance indicators in KPI Matrix (300-400 words)

5. Measurement tools and key data (400-500 words) -- Design and deployment of one measurement too

6. Analysis of results and recommendations for improvement, including (400- 500 words):

 Discussion of how measurement results help assess specific KPIs  Recommendations for improvement based on measurement results and

best practices

IMPORTANT NOTE: In evaluating the communication Assessment Project (CAP), an additional score will be assigned to the quality of writing, organization, and graphics, and depth of research.

FORMAT: Word document, single-spaced, proper APA documentation and reference lists.

To exceed the ‘satisfactory work’ level, students should reference at least 5 sources in the paper, in addition to course materials. Raw data tables and measurement tools like survey questions should be placed in an appendix at the end of the paper. As part of this project, students must design one measurement tool. If measurement data already exist, the student must consult with the instructor regarding the appropriateness of these results for the CAP. Since this is a research project, we will strictly apply the APA guidelines for documentation and citations.