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COMSTRAT 310 Syllabus - Spring 2019

COMSTRAT 310 - DIGITAL CONTENT PROMOTION (3 CREDITS) Instructor:  Brett Atwood                                EMAIL:    batwood@wsu.ed...

WEEK 6: Wireframing & Design Explorations

WEATHER UPDATE:

As announced by WSU Everett, the campus will not open until 9 a.m. on Thursday, Feb. 14. Unfortunately, that impacts our 7:45-9 a.m. class again. Please make sure to watch the video below and complete the wireframe and survey prior to our next meeting on Tues., Feb. 19. In addition, I've posted some new info on Content Management Systems below for you to review.

SUMMARY:

This week, we will:
  • Learn the basics of web design and wireframing
  • Finalize a wireframe of a proposed website for our campaign
  • Review our various homepage wireframes to identify and review key features that are necessary for our campaign website.
  • Learn about content management systems and website creation tools, such as Wix or Wordpress, that can be used to build an original campaign website.
HOMEWORK:
  • Complete a wireframe for the homepage of your website using Gliffy.
  • Use your selected website creation tool to build an original website for your campaign. For this week, you will get started with the site – but the actual completion of it won’t be due for several weeks.
  • Optional: Read Chapter 4: "Digital Marketing WebSocial"
  • Please watch the video "Social Media Marketing: The Movie" 

Social Media Marketing: The Movie and Gary Vaynerchuk Keynote

Please watch the following 45-minute presentation "Social Media Marketing: The Movie."



This short film, created in 2018 by digital marketing agency Ignite Visibility, includes interviews from several key industry experts and influencers and offers practical tips and strategies for social media marketing. This information can be used for crafting your own social media marketing strategy in our semester-long class project.

While not required, I am also including another suggested video from acclaimed entrepreneur Gary Vaynerchuk. His presentation aims to inspire emerging social media marketers with his own unique take on the qualities necessary to succeed in the current media landscape.

Fair warning: Gary V. loves to drop explicit language throughout this presentation, so you'll hear plenty of F-bombs scattered throughout this unique presentation. Also, be warned that the lead up to the section on social media and content strategy is a bit long but the opening 20 minutes serves to add context to the remainder of the presentation.

 

Creating a Website for your Brand Using a Content Management System (CMS)

Typically, you would have a professional web design team or resource to help you design, build and launch your website campaign. However, we lack these resources for our class campaign. Thus, we will use one of the many simplified website creation tools/content management systems (CMS) that bring slick, professional-looking websites to those who are not design experts. Many of these sites include pre-made templates that you can even use to jumpstart your designs.
With the help of these user-friendly website services, creating a new website for your brand is now easier than ever. Examples of free website/blog creation services include:
For the purpose of  this class, we will experiment with Wix.com. Use Wix.com to create an original website for your campaign. For this week, you will get started with the site – but the actual completion of it won't be due for several weeks. Use this week to get familiar with Wix.com and to begin your site. You may use your wireframe as a starting point to create from your site from scratch and/or identify a template that contains similar design choices and elements.

GETTING STARTED WITH WIX:


Learn how to get started with Wix.com with these video tutorials.

After logging in, you'll be asked to choose a template to launch the website editor -- it will appear in your browser!

There are tons of Wix.com tutorials on the official YouTube channel.

IMPORTANT NOTE: When you register for Wix, you will be asked to create a username. Please try to create a username that includes your chosen brand name. If you can’t get an exact match, then please try to get a name that incorporates your brand name in some way. This username will actually be used to help generate the URL path for your published campaign site – so you will want to make sure that it is consistent with the branding of your campaign.

Examples of Previous Semester Campaign Sites:



Wireframing Basics and Learning Gliffy


A wireframe represents a visual sketch that can be used in planning your website design and functionality. It typically happens prior to the actual building of the website - so that you can review and refine key decisions prior to any actual coding or creation.






Gliffy.com enables you to build a "wireframe" and site maps for your website. This easy-to-use service can be used to sketch and create your wireframe on the web -- and then share your creation with other stakeholders.

An example of the Gliffy.com interface and a wireframe.















You can use Gliffy.com for website wireframing, flow charts, org charts, site maps -- and even a SWOT Analysis!

Here are some example wireframes that you can print out and review:

Creative Commons & Finding Royalty-Free and Low-Lost Images

Creative Commons Overview

One popular option for inexpensive content is Creative Commons , where you can get free or low-cost copyright licenses for music, audio, video, clip art and photos.
Essentially, a Creative Commons license allows the creator to protect his or her creation while simultaneously allowing them to share their work without the usual restrictions of traditional copyright law. Watch the video below to get an overview of how it works.



Video not showing up? You can also access it  directly at this link.



Video not showing up? You can also access it directly at this link.

How to Give Attribution/Credit for Creative Commons Content
If you do decide to use any Creative Commons content, then you will need to pay close attention to the licensing guidelines provided for that content. In most cases, there will be a required "credit line" that you will need to provide with each image, audio or video piece of Creative Commons-licensed content that you use. For information on how to properly attribute your content, please see the following:

Royalty-free and Low-cost Image Licensing Services

Looking  for royalty-free, low-cost and/or free images to add to your campaign site?
Wix.com has built-in access to hundreds of free stock photos in over 20 categories. Learn more about the Wix.com free image directory:
Here are some other stock photo sites worth checking out: iStockphoto logo

Examples of Good Web Design

As we get closer to building our marketing website for this class, it might be a good idea to look at some examples of strong web design for inspiration. Here are some articles that analyze and showcase strong website design in 2019:

WEEKS 4 & 5: Focusing our online identity: Logo creations and research

SUMMARY:

For these weeks, we will:
  • Brainstorm and conduct trademark research on our campaign brand names
  • Explore and create various branded logo treatments for our campaign
  • Conduct a survey to identify key messaging and branding attributes for our campaign
  • Learn the basics of web design and wireframing
  • Create a wireframe of a proposed website for our campaign
  • Review our various homepage wireframes to identify and review key features that are necessary for our campaign website.
HOMEWORK:
  • Make sure you have completed the SWOT analysis, competitive analysis and user personas
  • Identify at least three potential brand names for your product or service. It is critical that you conduct a quick background check on your proposed names on Trademarkia.com to ensure that your suggestions do not violate any existing active trademarks.
  • Use an online survey tool to create a seven-question survey that aims to test the value propositions and sentiments associated with each brand name. (Optional):You can also use this tool to "test" what attributes and qualities people associate with multiple logo designs.
    • Once the survey is created, you should share it with your friends via Facebook or email. Each student should attempt to gather at least 20 responses from friends and family to your survey. (NOTE: Due to the limitations of this course, this is NOT meant to be a scientific survey. In the "real world," you would identify and/or even purchase a targeted survey response list to get a larger and more accurate response rate).
  • Once you determine your brand name, use Photoshop or a free web logo creation service to create a logo for your brand.
  • Create a wireframe for the homepage of your website using Gliffy.
  • OPTIONAL: Read Chapter 3 "Integrated Marketing Communication"