News practicum final

Case StudyCase Study – Overview
Your ability to communicate and think creatively and strategically will be central to your
success as a practitioner.
In this case study, you specifically will be asked to:
1. Recommend a target audience
2. Develop a story that is driven by the information provided
3. Craft informative and persuasive social media copy to capture users’ attention
I’ll be evaluating the totality of your work, concentrating on several key points:
1. Did you understand the assignment and follow directions?
2. Is your thinking logical and supported by facts?
3. Your comprehension of the subject matter.
The assignment is due by 10:30 am on April 29th, 2024
Case Study – Background
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The client is Cerebra Inc., a leading manufacturer of alternative health aids and nutritional supplements based in White
Plains, NY. It sells products around the world.
Cerebra Inc. has recently introduced a revolutionary product, which, the manufacturer claims, “significantly improves the
memory processes in adults of all ages, with no undesirable side effects.”
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MemoryPatch™ is a product of 10 years of research and five years of field trials, all of which culminated this year in
approval by the Food and Drug Administration for over-the-counter sales.
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Jean Sanders, president and CEO of Cerebra Inc., maintains that MemoryPatch™ will dramatically improve the quality
of life for teenagers, adults and the elderly. She believes the product potential is virtually unlimited and predicts that
schedules, day planners and address books might soon become obsolete. She refers to the patch as “the closest thing to
the fountain of youth.”
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MemoryPatch™ is a 1 x 1inch transparent square of porous polyethylene film filled with active formula that is timereleased into the skin.
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The patch is worn high on the neck. If you have long hair, the patch will be covered.
Case Study – Background
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The cost of research and development of this drug was $500 million. One patch costs $45.
Dr. Sigmund Jung, Allen Ginsberg professor of neurophysiology, Columbia School of Medicine, led the research
team.
Dr. Jung is married to Dr. Ellen Cole, a psychiatrist with a thriving practice in Manhattan and the author of several
academically acclaimed articles on split personality disorder.
The formula that affects the dramatic memory retention capability of MemoryPatch™ includes herbal extracts,
vitamins and minerals. The secret lies in the proportions in which all ingredients are combined. Although the
ingredients are listed on the package, you should not attempt to re-create the formula at home.
One patch will remain effective for up to 7 days. The patch is impervious to water, so you can shower as usual.
When you apply the patch for the first time, you may experience a slight tingling of the skin, followed by a
heightened sense of intellectual clarity, sharper focus, and increased confidence. Soon, you will find you can
easily remember important dates, telephone numbers, or your bank account balance.
Case Study – The Task
1. Based on the background you have just read, list the top 3 audiences that you believe should be the focus of a
communications program (Who would be interested in knowing about such a product?).
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Students (college and advanced degrees)
Young professionals (20-35)
Middle-aged professionals and executives (35-55)
Parents (stay-at-home or part-time working)
Older adults (55-75) beginning to experience memory loss
2. Now choose the one audience you believe should be approached first, (Remember, there’s no right or wrong answer here.).
Specify who they are, what key reason(s) they would have to consider a memory product and which social media channels
they are most likely to use to learn about this product online.
3. Develop a 300-word article on Memory Patch that is catered towards the motivational needs of the primary audience that
you believe can most effectively benefit from the patch
4. Based on your article, develop a total of 4 posts, 2 written posts each for Twitter and LinkedIn to run as an A/B test
5. (Extra Credit) Develop a: 45-second voiceover on Memory Patch