2.+Objectives+&+Aspirations

This section contains my goals and aims for both my Masters and Internship learnings.
 * Objectives and Aspirations**

I start this Wiki with my Internship and the initial scoping process I went through to find an organisation with an appropriate project and timings. As I am sure I will continually discover this is an evolving, discovery journey and the goal posts will change, however that is part of the educational process... that I love.

Following is the initial scope I created for my tutor to approve my approach to seeing an internship organisation. Below are my objectives and outputs I wanted to achieve. ** Background ** Masters of Convergent Media at University of Western Sydney is the first course of its kind. It is a year full time or two years part time course pioneering in educating in new media practice and technologies. As part of the Masters degree a one week/40 hours internship is required with an assessable final campaign analysis report/wiki. The internship's objectives are for students to work on current, cutting edge, new media campaigns and conduct an analysis of audience-orientated effectiveness, technologies used and platform delivery. The final report or wiki must detail strategy, platform executions, results and learnings. These are some of the organisations that I find inspirational that initiate groundbreaking campaigns that really make a difference;
 * The Scope - Masters in Convergent Media Internship **
 * Scope of the Project **
 * Research audience and cross media marketing plans of an organisation or campaign
 * Multiplatform project concept targeted at a selected audience
 * Research Project/Wiki – final proposal **
 * Minimum 2000 words
 * Strategy and recommendations based on findings, rationale for target audience, market position and platforms used
 * To include media elements such as video, mobile and interactivity
 * Area of Personal Interest **
 * New/Social Media and its convergence with traditional media TV/Online
 * Campaigns that make a difference
 * Campaigns that connect global communities with uniting interest
 * Campaigns that are pioneering and break traditional ‘rules’ of engagement
 * Work with an organisation that is known for thinking ‘out of the box’
 * Personal areas of interest are humanitarian/environmental/fashion/music/uniting causes
 * Outcomes **
 * Hands on experience in the execution and results stages of a campaign
 * Key identification of market positioning and targeting of appropriate media
 * Elements of market research prior to campaign strategy
 * Campaign to be convergent across multiple platforms – mobile/online (community & video)/press/experimental/events/PR
 * Current or potential audiences defined and seeing to expand and engage new audiences
 * Clear strategic focus with new thinking
 * New technology included in campaign strategy and planning
 * Project Examples **
 * Droga 5 – Million Project
 * The Tap Projects - tapproject.org (With UNICEF)
 * Telstra Yellow – the Tree House Project (http://www.scoop.co.nz/stories/BU0812/S00379.htm

I can devote 1 to 2 weeks full time at a crucial time for project delivery or I can contribute couple of days a week for 4 weeks over the key campaign period. Timings are flexible.
 * Potential Timetable **

This was my initial thought process for an internship and my aspirations to expand my current skill set beyond strategic communications towards a more technical and cross platform understanding.