Unit Three:

Due: April 27, in class

Program/Service Campaign
This unit requires you to utilize the skills youve been honing all semester in order to
collaboratively craft a multi-pronged campaign to revise an existing program, or launch a
new program or service for student veterans, resulting in a written report and a formal
presentation.

Scenario:
After researching current services for Student Veterans available at Purdue University and comparable academic
institutions, you find yourself as part of a team of experts brought into the school to create new advertising,
accessibility guidelines, documents, and/or services by the upper administration. As a result, you will do some
investigation and formulate a program, documents, and advertising campaign to raise awareness about Student
Veterans and Student Veteran services as Purdue. As most of you are not veterans, you will need to be sensitive to
the circumstances and needs of veterans in order to build your ethos. Because your projects will be adapted to the
particular programs and services you are researching, project outcomes may vary widely, but must meet a
standard minimum number of deliverables.

Task:
Now that you have been hired into your groups, according to your preferences, its time to start further
exploring new scenarios and developing an approach to creating internal and external materials that will
culminate in a program plan, a variety of documents, and a formal presentation. We will officially choose topics
once you are in groups on March 28 in class.

You will have a good degree of freedom in completing this final project. Feel free to look to real-life scenarios, to
draw on your coursework in other classes, and especially to look towards your own interests and expertise. Think
about your major and what you might be asked to do in the workplace, and cultivate your skills in that arena. The
important part of this unit is to remember that you must produce internal and external documents, which have
different purposes and audiences. Being able to communicate within both situations is incredibly important in a
workplace context.

Finally, this is a group project, which brings with it excitement and collaboration, as well as potential pitfalls. The
progress report memos, and the group contract youll be creating, are designed to mediate the tensions that can
arise out of group work. However, workplaces are increasingly collaborative, and this project is designed to be a
positive experience where you can work on relevant skills.

Deliverables: (All deliverables will be submitted in hard copy)

Three Progress Report Memos (1 page, single-spaced; 15 points each45 points total)
o Relates the status of the project and outlines action plans for finishing the project, as well as how
the team is working together at various timeswritten individually. Think of these as status
updates to me so that I know how things are going and what assistance you might need. Must be 1
full page each.
Genre Analysis Memo (1 page, single-spaced; 10 points. Individually)
o Conveys the purpose, audience, context, and conventions of one of the deliverables your group
might consider for the project. You will need to find examples and/or resources
Internal Documents
o Required Deliverables:
Program/Service Plan Summary (2 single-spaced pages; 25 points)
 Provides an overview of all steps recommended by the team in dealing
establishing, expanding, revising, and/or advertising the program or service
selected.
Memo to Current Employees OR Students (choose one audience;
1 single-spaced page; 25 points)
Summarizes the issue, its cause, its repercussions, and introduces the important
aspects of the program or plan for either current employees working in Veteran
Support Service at Purdue, or current student veterans who may be using current
programs, informing them of upcoming changes.
o Potential Deliverables (Pick one; lengths vary; 25 points each)
Outline of Program and how it compares to others available regionally or nationally
(expanding on previous research to include new markets)
Budget and Budget Rationale or other accounting materials
Something else that could be circulated within the program itself that might contribute to
the ideal outcome
External Documents
o Required Deliverables:
Press Kit (50 points; each part should be about 1 single-spaced page) (should be compiled
in a nice folder that can be given to press)
Press Release
Preferred or Frequently Asked Questions for Reporters (with answers)
Program/Service Fact Sheet
o Potential Deliverables (Pick two; lengths vary; 25 points each)
Event Plan (either a publicity effort, or some new outreach program meant to produce
positive press)
Social Media Strategy (including examples of posts)
Advertising Campaign (whatever mediumprint, television, radio, etc.)
Market Research Materials (customer impact surveys, focus group plans, etc.)
Something else that would help inform the target audience about the program/service
Formal Presentation of Report (15 minutes; 50 points) (All members must speak. Business dress strongly
encouraged)
o Conveys the information presented in the program/service plan summary; reports in an effective
and interactive presentation.
o Requires visual aids (PowerPoint/Prezi and/or handout).
Final Reflective Memo (1 page, single-spaced; 30 points)
o Explains the successes and pitfalls of your strategy, as well as the project itself. The most
successful memos will integrate reflections from the overall semester, including Units 1 and 2
written individually.

Successful projects will accomplish the following:

Feature team members that have strived to work collaboratively and effectively in order to produce the
best set of documents possible.
Contain well-researched and well-organized information that backs up established strategies and plans for
action.
Demonstrate the ability to assemble a professional and sharp visual package that highlights and
emphasizes pertinent information in rhetorically appropriate ways.
Engage with theoretical principles discussed across the course of the semester, including professional
ethos, institutional trouble-shooting, pitching and presentation skills, and so on.
Aims to persuade and convince the audience (both myself and your colleagues) that your plan of
management will work and is the best course of action available to the company.