ProgramsSTR 560: Strategic Communication Capstone (Spring 2025)ProjectsDeveloping a Strategic Communication Plan for Packaged Sustainable:...

Project Title: Developing a Strategic Communication Plan for Packaged Sustainable: Enhancing Supplier & Brand Engagement

Packaged Sustainable

Details
Project Title Developing a Strategic Communication Plan for Packaged Sustainable: Enhancing Supplier & Brand Engagement
Project Topics Customer Service & Account Management Growth Strategy Market Research Marketing PR & Communications
Skills & Expertise Communications
Project Synopsis: Challenge/Opportunity
Welcome to Packaged Sustainable - Google Docs.pdf
PS Free and Objective Consultation.pdf
Copy of Brand Guidelines Packaged Sustainably.pdf
Packaged Sustainable is a growing platform committed to helping businesses transition to sustainable packaging solutions by connecting brands, suppliers, and consumers in a dynamic, solutions-driven marketplace. However, as the company scales, it faces challenges in clearly defining and differentiating its messaging for its key audiences—sustainable packaging suppliers and brands looking for sustainable packaging options.

The company must ensure its positioning is distinct from general sustainability content creators and advocacy platforms by emphasizing its role as a business solutions provider rather than just another "greenwashing" initiative. The focus of this project is to refine and formalize target audience personas and develop a cohesive communication strategy tailored to engage suppliers and brands effectively, ensuring their messaging drives growth, engagement, and site traffic.
Project Synopsis: Activities/Actions Required
Action Items

  1. Audience Analysis & Persona Development
    • Conduct research to define supplier and brand personas (pain points, motivations, decision-making processes).
    • Differentiate B2B messaging (for suppliers) vs. B2C messaging (for brands).
    • Identify key drivers influencing brands to transition to sustainable packaging.
  2. Messaging Strategy & Brand Differentiation
    • Craft a unified yet tailored messaging framework for suppliers and brands.
    • Develop content themes and key value propositions that emphasize business impact over sustainability rhetoric.
    • Provide recommendations to ensure consistent branding and communication across digital, social, and traditional marketing channels.
  3. Engagement & Growth Strategy
    • Identify best channels for reaching suppliers and brands (e.g., digital marketing, partnerships, trade shows, industry publications).
    • Explore how Packaged Sustainable can leverage its podcast, social media, and industry presence to enhance visibility.
    • Develop recommendations for website engagement and conversion strategies (SEO, content marketing, storytelling).
  4. Implementation Framework & Success Metrics
    • Provide a step-by-step rollout plan for implementing the refined communication strategy.
    • Define KPIs and tracking methods to measure engagement, conversion, and lead generation success.
    • Develop recommendations for future testing and optimization of messaging and outreach efforts.
Project Synopsis: Expected Results
Measuring Success

  • Creation of a detailed supplier and brand persona analysis to refine messaging strategies.
  • Development of a tailored communication strategy with clear messaging frameworks for each audience.
  • Implementation roadmap outlining actionable steps and timelines for Packaged Sustainable to enhance engagement.
  • Recommendations for content strategy & digital marketing approaches to drive platform awareness and supplier/brand onboarding.

Project Timeline

Packaged Sustainable - Developing a Strategic Communication Plan for Packaged Sustainable: Enhancing Supplier & Brand Engagement
Due Date
Activities
Deliverables
Status
Action
Tue, 03/18/25
12:00 AM UTC
Project Kickoff Eval
Required Evaluation
Evaluation submission is required.
View
Wed, 03/26/25
7:30 PM US/Eastern (UTC-05:00)
Kickoff Meetings
No Deliverables
No deliverables are required for this action item.
Location: Virtual
Instructions:
Web Conference with Students (To Be Scheduled)
Sun, 04/06/25
11:59 PM US/Eastern (UTC-04:00)
Project Assignment 1: Client Backgrounder, SWOT, Situation Analysis
Required Deliverable
Required Deliverable
Deliverable submission is required.
Deliverable Instructions:
Submit Project Assignment 1 for client review, after updating to address instructor feedback.
Wed, 04/09/25
7:30 PM US/Eastern (UTC-05:00)
Temperature Check
Required Evaluation
Evaluation submission is required.
View
Sun, 04/13/25
11:59 PM US/Eastern (UTC-04:00)
Project Assignment 2: Campaign Goals, Objectives, Publics, & Big Idea
Required Deliverable
Required Deliverable
Deliverable submission is required.
Deliverable Instructions:
Submit Project Assignment 2 for client review, after updating to address instructor feedback.
Sun, 04/20/25
11:59 PM US/Eastern (UTC-04:00)
Project Assignment 3: Campaign Strategies, Tactics, & Schedule
Required Deliverable
Required Deliverable
Deliverable submission is required.
Deliverable Instructions:
Submit Project Assignment 3 for client review, after updating to address instructor feedback.
Sun, 04/27/25
11:59 PM US/Eastern (UTC-04:00)
Project Assignment 4: Strategy Brief, Budget, & Evaluation Plan
Required Deliverable
Required Deliverable
Deliverable submission is required.
Deliverable Instructions:
Submit Project Assignment 4 for client review, after updating to address instructor feedback.
Wed, 04/30/25
12:00 AM UTC
Final Presentations
No Deliverables
No deliverables are required for this action item.
Location: In Person
Instructions:
To Be Scheduled
Fri, 05/02/25
12:00 AM UTC
End of Project Peer Evaluation
Required Evaluation
Evaluation submission is required.
View
Fri, 05/02/25
12:00 AM UTC
End of Project Self Reflection
Required Evaluation
Evaluation submission is required.
View
Fri, 05/02/25
11:59 PM US/Eastern (UTC-04:00)
Final Campaign Materials: Campaign Slide Deck & Pitch Deck
Required Deliverable
Required Deliverable
Deliverable submission is required.
Deliverable Instructions:
Submit both your final Campaign Slide Deck and the final version of your Campaign Pitch Deck here for your client. 

Program Managers

Name Organization
Mark Rademacher Butler University