Experience scope
Categories
Digital marketing Search engine optimization Social media marketing Copy writing Marketing strategySkills
strategic marketing brand awareness blog posts verbal communication skills creative writing social media campaigns audience measurement look and feel digital marketing writingAs English majors, these students are trained in writing for specific audiences, researching and collating data, creative writing, thinking, and problem-solving, and in strong written and verbal communication. Students will apply these skills to help you create strategic marketing campaigns for your intended audience, apply your brand voice and style to build brand awareness, and extend your company's reach through targeted social campaigns.
Learners
Expected Outcomes:
- Practicing rhetorical awareness to conduct audience research
- Exploration of industries wherein their skills are necessary
- Application of English major-specific skillsets in real-world industry contexts
Deliverables: (Submitted as a portfolio, including)
- Recommended strategies for reaching the intended audience, including recommended social platforms and other modalities (blog posts, email campaigns, etc.)
- Sample social media campaigns including suggested tag lines, microcopy, etc.
- Look and feel mockups incorporating brand voice and style
Project timeline
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September 1, 2025Experience start
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October 11, 2025Mid-semester Check-in
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December 6, 2025Experience end
Timeline
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September 1, 2025Experience start
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October 11, 2025Mid-semester Check-in
At this point, you've been assigned a project, working with a business partner on the Riipen platform. You should have been working as a group up to this point to strategize your next steps and sketch out the campaign that makes the most sense for the company you're working for, the audience they're trying to reach, and the market need they're trying to fill. Analyze the rhetorical situation and technical design of your project and determine what would be strong rhetorical messaging and design according to the readings in class. Answer the following questions as a group:
- What is the exigence for this project?
- Who is the potential audience?
- Who is the company, what is their industry, and what are their anticipated outcomes?
- What is their purpose for this project?
- What effective design/microcopy strategies will the project need?
- Where does the project need design/microcopy? Where are the weak parts and how will you strengthen them?
- How are you designing the campaign to make it rhetorically effective and persuasive at relaying the purpose to its audience?
Once your group has answered the above questions, decide as a group how to begin and develop a strategy for completing the project. Be descriptive and bring in support from the readings to explain how your concept will be rhetorically effective. Finally, offer up a mock-up sketch, drawing, or manipulated/created image that puts your design suggestions into practice. In other words, sketch/draw/compose a rough draft of the campaign, including really rough text.
You will not be judged or graded on your artistic ability, so feel free to use any method of redesign and composition that you’re comfortable with.
Each group will present their project pitch to the class before submitting their completed rhetorical critique, redesign, and mock-up. You only need one submission per group, so be sure to designate one of your group members as the one responsible for turning in the complete project.
Additionally, similar to last time, make sure each member of the group submits a personal and self-evaluation of the project. Do you feel you contributed fully and equally? Did every member of your group contribute fully and equally?
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December 6, 2025Experience end
Project Examples
Requirements
Possible projects recommending:
- Social media campaigns across various social platforms
- Email campaigns including transactional, informational, and promotional emails for either existing or potential clients/customers
- Copywriting assets for a website
- Copywriting assets for a specific marketing campaign (a specific promotion such as a special sale, targeting a new market, company rebranding, etc.)
- A blog post or series of blog posts to help with customer engagement
Additional company criteria
Companies must answer the following questions to submit a match request to this experience: