IMC 636 Capstone Project
Completion Date – Spring 2016
Client – The Jordan Center
Residence – Manassas, Virginia
Previous Degrees – Integrated Strategic Communications, University of Kentucky
Misc. Facts – Up until I applied for the IMC program, I swore I would never get my master’s degree. Never say never! I’m so glad I was wrong when I said that! The brilliant, talented, amazing people I’ve had the pleasure to learn alongside (and from!) have made this journey worthwhile. I’m truly thankful for each of those individuals who kept me going and provided guidance or encouragement.
Capstone Experience – Capstone was by far the most difficult, and most rewarding, part of the IMC
program. At first it felt like uncharted territory, mostly because of
panic and stress, but then I remembered I’d spent 2 long years preparing
for this and from that point forward it wasn’t so daunting. That’s not
to say it was easy-far from it- but I stopped feeling like I was
grasping at straws, so that’s a plus.
My client, a small nursing facility facing a brand management
problem, had the barest of marketing in place and had no communication
with their audience. So while it felt like a great idea to be able to
build everything from the ground up, it also made things a bit more
complex because I was starting from zero—no research to utilize, no
direction from which to start, nothing. It meant a little less flashy
creative elements and a bit more foundational work, but I’m really proud
of the end result!
My advice to future capstone students—Don’t procrastinate, not even a little. Work ahead where you can, take breaks when you need to (mental health is critical!), but keep the ball moving forward. Also, figure out what helps you recharge the most. That activity helped give my brain a chance to recharge and refocus, so figure out what you need to be able to do that. Those times when your brain isn’t thinking about capstone will often be when your greatest ideas come to you or you think of another direction to explore. Finally, savor the moment you hold that printed and bound beast that is your Capstone project. Give yourself time to flip through it, admire your work, take a silly selfie with it where you’re smiling like a crazy person. You’ll have put in countless hours of work, missed time with friends and family, and lost a lot of sleep when this is all over. Don’t let that moment go by unnoticed or unappreciated!