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Zachary Carrier

IMC 636 Capstone Project

Completion Date  – Fall 2016

Client -  Iridescent

Residence – Charleston, WV  

Previous Degrees
– B.A., English from Shepherd University, Shepherdstown, WV  

Misc. Facts
 – I’ve been a lot of things in my career. I’ve been a landscaper, an assistant chef, a freelance writer and a coordinator in the energy industry. Now I work in higher education. What I find most incredible about the IMC program at WVU is that I could apply what I’ve learned to every one of those fields. The experience teaches you to think about your work – whatever your work might be – in a new way. It teaches you how to uncover the truth of your relationship with the people who sustain that work and how to create an environment that encourages those relationships to grow.  

Capstone Experience – I’ll admit that going into the capstone was daunting. Two of my colleagues had already gone through the process and, while they were encouraging in their support, they weren’t shy about the sheer amount of work involved. They weren’t wrong about it, either. There’s a lot to do in those eight weeks.   Even so, the campaigns course is a rewarding experience. You’ll find yourself at points questioning your abilities and at others beaming with pride at a section or creative execution you just finished putting together. You’ll find yourself calling on courses you’ve already completed and on old discussion board conversations through all of this. When it’s all said and done, you’ll have something in hand that you put a lot of time and effort into. You’ll have something that demonstrates your new ability to work on a higher level, and that’s an incredible feeling.   My advice for students going into the experience is to treat this like you would treat a project in your own job. Rely on your professor and on your classmates. If you have a question, send the email. If you don’t understand a concept, reach out. That’s how the professional world works and the capstone is no different. A participant in my focus group exercise said that people get stressed out because they forget that “life is open book.” She was right. You’re working with highly qualified professionals in the field. They’ve been where you want to be and they know the field inside and out. Work with them like you would your own boss. You’ll find that they’re just as interested as you are in seeing a great campaign come together.

Executive Summary


IMC Plan Highlights