You will create a story, a narrative that—through the communication tactics, especially the digital ones, that you have learned about in your other Strategic Communication courses—will dive deep into the psyche of the employees of an organization and give them reason to positively think, act, perceive, etc., establishing an emotional connection with the organization. The ideal organization is one that you are familiar with or one where you would like to work. Chosen Organization. Explain the challenge facing your choice in pursuing more motivated involvement from its employees, members, affiliates, etc.

Target. What types of individuals comprise the organization or group?

Demographics/Geographics/Psychogr aphics/Lifestyle. Describe the relevant characteristics of your target that will make a difference in creating an internal story appeal that will be communicated through a variety of channels.

Story/Theme. What path will your creative appeal take? Specifically, how will you creatively get your employees, affiliates, etc. to move in the direction you wish?