CCPA Students Build Client-Driven Communications Campaign in Capstone Project
CCPA students operated as a communications agency in their final capstone project, where they built an integrated campaign and branding strategy for real-world client, Kosmos Workforce.
Meadows’ Corporate Communications and Public Affairs (CCPA) program prepares its students to be leaders in business, government and civil society, with many graduates going on to become entrepreneurs, executive directors and founders of their own organizations. As one of the final hurdles in earning their CCPA degree, students take on a capstone project where they function as a communications agency servicing a for-profit client.
This semester, CCPA capstone students had the opportunity to work with Kosmos Workforce, a gamified talent development company whose aim is to increase economic growth and social inclusion for disengaged youth in the US and Mexico. The class put their learned skills to work and operated as one agency to develop an integrated communication campaign for Kosmos, which included extensive research, strategic planning, and brand design.
Strong research is the cornerstone of every successful campaign, and as such, the capstone project began with a deep dive in which separate student teams studied the competition, the organization, the economic environment, as well as best-practice research. The class took what they learned through their research and painstakingly built a brand and messaging strategy that reflected their findings, resulting in a completely rebranded Kosmos Workforce.
Not only did the CCPA students conceptualize a new logo, colors, fonts, and brand voice, they also delivered a brand video for media use, a new website design, a full press kit, the launch of a business Instagram site, an investor pitch deck, infographics, and more. And in their final presentation on May 8, capstone students had the opportunity to present their work to representatives from Kosmos.
“This capstone project simulates a real communication agency environment and prepares students to work as part of a large, cross-function team to meet the goals of a client,” explains CCPA professor Kim Lance. “In short, the students delivered Madison-Avenue quality work designed to meet our client’s business goals.”
The capstone project lets students demonstrate the culmination of knowledge and skills they have learned throughout their time in the CCPA program, and also allows them to build power skills that will be invaluable in the industry, including client management, collaboration, adaptability, and creativity. Ultimately, through the program, students are provided a unique hands-on client experience that mirrors the industry work they can expect in the real world.