ProgramsSTR 560: Strategic Communication Capstone (Spring 2025)ProjectsHead & Neck Cancer Allliance, Revitalizing the Move-A-Thon: Strengt...

Project Title: Head & Neck Cancer Allliance, Revitalizing the Move-A-Thon: Strengthening engagement, awareness and participation

Head & Neck Cancer Alliance

Details
Project Title Head & Neck Cancer Allliance, Revitalizing the Move-A-Thon: Strengthening engagement, awareness and participation
Project Topics Community Organization and Social Action Corporate Social Responsibility Digital Marketing Growth Strategy Marketing Operations PR & Communications Sales & Business Development
Skills & Expertise
Project Synopsis: Challenge/Opportunity
 
Challenge/Opportunity 

The Head and Neck Cancer Alliance (Alliance) has been successfully running its Move-A-Thon as part of its Awareness Month initiative. This virtual movement campaign engages patients, caregivers, hospitals, and corporate sponsors to raise awareness and funds for head and neck cancer. 

The Alliance seeks to enhance participation, engagement, and overall impact for future years. This Capstone project will focus on refining marketing strategies, digital engagement efforts, and audience outreach tactics to ensure the Move-A-Thon remains a compelling and widely recognized event. 
Project Synopsis: Activities/Actions Required
 
Action Items 

  • Market Research & Audience Insights: Audit past participation data, analyze competitor events, and develop personas for key audiences.
  • Brand & Messaging Strategy: Refresh Move-A-Thon branding, storytelling, and messaging to enhance engagement.
  • Digital & Social Media Strategy: Develop an integrated social media and email marketing plan to drive participation.
  • Website & Registration Optimization: Assess the current digital experience and suggest improvements to enhance conversions.
  • Community & Grassroots Activation: Identify strategies for encouraging local, in-person activations.
  • Measuring Impact & Future Growth: Define key performance indicators (KPIs) and strategies for long-term event sustainability.
Project Synopsis: Expected Results
 
Measuring Success 

  • Creation of a comprehensive marketing strategy to increase Move-A-Thon awareness and participation.
  • Development of a refreshed brand identity for Move-A-Thon messaging and outreach.
  • Implementation of a digital and social media engagement strategy that drives engagement.
  • Identification of website improvements and UX recommendations to enhance participation.
  • Creation of a framework for long-term success and KPI tracking to guide future Move-A-Thon events.

Project Timeline

Head & Neck Cancer Alliance - Head & Neck Cancer Allliance, Revitalizing the Move-A-Thon: Strengthening engagement, awareness and participation
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