Media Strategy
Semester
The Carnegie Council for Ethics in International Affairs, a leading nonprofit, educational institution, advocates for the importance of ethics in international affairs through a variety of public and private events, online and print content, and a website that acts as a hub through which content is distributed. The Capstone team was asked to review their activities and to recommend ways to extend the reach of the content they publish, increase individual and corporate membership, and use the tools of viral marketing and social media for maximum impact.
The team's marketing plan uses an iterative approach, starting with small, immediate steps and building to medium and long-term goals. The recommendations focus on helping the Carnegie Council to attract a larger, younger, and more global audience to its products (video, audio, and print content) by leveraging the social Web, achieving earned media, and improving the usability and design of its Web site. The marketing plan contains discussions of, among other topics, site design, audience management, marketing, social media, and cost management. In our recommendations we encourage the Carnegie Council to engage in a conversation with their audience, instead of simply existing as a one-stop library for information about international affairs.