Technology Proposal

Instructions for Paper 2

Paper 2: Technology Proposal (100 points)

The purpose of the assignment is to conduct a review of an existing health campaign, and propose how the campaign could be enhanced using theory and new technologies.

Your paper must include:

·         Title page with your name, course number and title, professor’s name, date, title of campaign

·         Four parts (see below)

·         Reference page; There are no minimum number of references, but I imagine at least two or three will be included.

·         Use APA format

o    Double-spaced, 1-inch margins, Times New Roman font, 12 pitch

o    One of the most widely used online tools is the Purdue OWL  . The tool will help you create citations in APA. Some online articles have a feature that will create a citation for you. Feel free to use that too.

Option B: Identify a different health campaign. For this option, you will need to find a health campaign which doesn’t have a social media component, or one for which you propose a new social media component.

Part I (10%): Introduce who you’re trying to reach and why. (1 page)

Include one or two paragraphs summarizing a health issue and specific health campaign. Provide a background of the issue’s prevalence or incident rates. Describe the campaign’s objectives and target audience. Who is your target audience? What kind of information are they looking for? Cross-reference information about the target audience with information from the Pew Research Foundation Fact Sheet (Week 5 folder).

Part II (30%): Decide which social media platform you want to use. (2 pages)

Where are the conversations taking place that you want to be involved in? Facebook, Twitter, Instagram, or somewhere else?

Clearly propose a specific form of new media or social media tool for the campaign. Odds are similar campaigns are already using social media, and that means you can learn from what they’re doing.

Explain or clarify the opportunity you see for your proposed technology. Maybe other campaigns are dominant on Facebook, for example, but have put little effort into Twitter or Instagram. You might want to focus on the networks where your audience is underserved, rather than trying to win fans or followers away from a dominant player.

Provide justification for one social media platform over another. Don’t make assumptions that Facebook is a better network for reaching Baby Boomers than Millennials—What do the numbers suggest about the age groups? What other significant aspects of the target audience are important?

Are there any forms of new media that you can link viewers to relevant resources?

Part III (30%): Identify goals for each platform. (2 pages)

Social media goals (e.g. social networking, video sharing, image sharing, or blogging) should align with the campaign objectives. This makes it easier to show the value of your ideas and secure buy-in from the audience. Without goals, you have no way to measure success. What are you ultimately trying to accomplish by posting to a particular platform? For example, do you want to increase traffic to your website, have people post web badges on their blogs, or increase awareness about a certain health problem?

Part IV (20%): Create a content strategy. (1 page)

Identify two special topics from the health campaign to highlight. Make sure the topics resonate with your target audience and align with the program and campaign’s goals. Why did you select these topics for your social media platform?

Develop your voice and tone. Decide up front if you’re going to write from the perspective of your organization (“we”) or as a more neutral third person without the use of a pronoun (e.g., CDC). Consider the tone of your content. What’s your program’s social media personality — light and friendly or a bit more serious and informative?

Part V (10%): References and format

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