Professional Documents
Culture Documents
Problem
Summit Tech (a start-up company that provides multimedia advertising development for
businesses) has recently received negative feedback from initial client meetings. After analyzing
multiple reports, potential clients are refusing to work with Summit Tech due to the perceived
lack of engagement (low numbers of likes, comments and followers) on Summit Tech’s
Instagram (a photo and video sharing network) page. Until now, the Summit Tech’s marketing
team did not prioritize posting quality content to their Instagram page and simply posted
whatever they felt was reflective of the company’s culture and products. There is a strong reason
why potential customers are refusing to work with Summit Tech, research has shown the
importance of social media platforms and their immense possibilities for fostering relationships
Due to feedback from initial meetings, the senior management of the company has ordered the
development of an online course with the purpose of educating the marketing staff on high
engagement photograph and caption posting within the Instagram platform. The program will
help Summit Tech increase engagement from their audience and appear more marketable to their
clients. The focus of the content will relate to either the professional work environment at
Summit Tech or the innovative products they have to offer clients. “Social media marketing is of
utmost importance to us here at Summit Tech, we now realize that creating highly engaging
Paul Apokatanidis Needs Assessment-2
content is essential for a company to thrive in the 21rst century market and will take the next
steps in elevating our Instagram platform” (Source: Sponsor, Senior Manager at Summit Tech).
Research Strategy
articles from studies that focused on the visual effects of how people perceive
photographic content. My main goal was to find research that supported the
training of staff to use social media in a manner that would increase their
viewer’s engagement with the company’s social media pages. According to Pew
research, 77% of employees admittedly use social media on job (Lampe &
Ellison, 2016). Some of the benefits surrounding posting quality content and
was: what are key strategies for fostering high engagement from viewers using
articles centered around companies using social media to promote their brand and
tipis behind posting engaging content. The information gathered helped me create
a plan for the content that would be included in the training session. The
following training guidelines will feature five distinct design tips for making
views and comments). The training will not focus on the context of the photos or
Paul Apokatanidis Needs Assessment-3
how to post photos to Instagram, it is assumed learners are aware of what to post
and how to post photographs to Instagram since the page is up and running. .
social media expert in the corporate setting and often writes articles including
effective social media tips and strategies for posting quality content. The primary
question I had for Jackson was: how can a company educate and encourage
employees to design visually appealing content to their social media page and
training session? Jackson’s article Science Has Spoken: Here’s Why Your Social
Media Posts Don’t Get Engagement lists a number of strategies and tips for
profiles using visual and psychological findings from multiple studies (2017).
PART 2: RESULTS
This section describes the background of the instructional problem. There is a key focus on
repeating the information from the sponsor in order to ensure that the program meets their needs.
In addition, the business need, performance problems, learners and constrains are all described in
Summit Tech has requested the development of a training course that aims to educate staff on
cognitive guidelines for posting quality social media content that will “increase user engagement
and ultimately elevate our social media platform” (Source: Sponsor Senior Manager at Summit
Paul Apokatanidis Needs Assessment-4
Tech). The primary learners would be the marketing team responsible for Summit Tech’s
Instagram account.
Business Need
The business Need is to generate revenue for Summit Tech by posting highly engaging content
to their Instagram page and promoting a professional and innovative image. A stronger Instagram
following would aid in prospective clients signing with Summit Tech and therefore, increasing
revenue.
The training program will benefit the company and solve the issue that has been brought to their
attention: clients refusing to work with Summit Tech due to the lack of user engagement and
quality of posts within the company’s Instagram account. The training will educate the marketing
team to post effectively, strategically and help portray an image of professionalism and meet the
Performance Problem
The following section will focus on the performance problem relating to the request for learning.
Using a narrative format, the following fictitious characters will be used to paint both an ideal
and current performance picture. The section will end with a description of entry tasks and the
The following table represents scenarios of ideal performance (the behaviours the sponsor would
Table 1
Current Performance Michael Porter is a marketing assistant for Summit Tech. He has
been with Summit Tech for approximately 3 years. Michael was
assigned to be one of the company’s Instagram account holders.
Summit Tech’s account has not grown its following in quite some
time. Michael’s social media posts typically generate twenty views,
ten likes and less than two comments for each post; he is not exactly
sure why he has failed to generate engaging content and build a
stronger following.
long as he posts to the platform once every few weeks, his audience
will engage with the page. There is not much thought given to the
captions of Michael’s posts, nor the colour schemes or brand
promoting when Michael posts to the Instagram page. Michael
figures people only process things in a visual manner and does not
take the time to think about an intriguing caption to go along with
the post.
The following section describes learners performing the ideal skills, how they are currently
performing skills, entry skills of the learners, and the gap between current and ideal performance.
End Result
For learners to use visual design principles when posting photographic content in order to
o Produce a photo that will look significantly different from other photos in your
audience's feed
4. Embed the company’s brand within the photos
Visually prime the audience by embedding Summit Tech’s colours in the photographs
posted
o Implement the company’s brand colours within the photo
Implement the colour red upon the subject
Implement the colour green upon the background
Implement the Summit Tech colour scheme throughout the social media page
o Erase past images posted on the social media account that do not possess the
Summit Tech colour scheme
o Embed Red and Green within the profile picture of the Instagram account
Table 2
Tasks in current performance, entry tasks and the gap between ideal and current performance.
Paul Apokatanidis Needs Assessment-12
LEARNERS
The following section presents the learners within the intended learning program starting with
their characteristics first and then their personas.
General characteristics
This section describes the general characteristics of the learners, including their demographics,
previous knowledge and influences. The following table presents this information.
Demographics, previous knowledge and influences on the intended learners of this program.
Demographics The marketing team at Summit Tech:
Consists of mostly young professionals, starting their
careers in marketing between the ages 23-30.
Most of the team has either a bachelor's degree in
marketing or business degree from the John Molson
School of Busines and possess some basic knowledge
about social media.
Approximately 50% of the team identifies as male and
50% identifies as female.
The team has a strong multicultural balance as visible
minorities are present.
Previous knowledge The entire team has a personal social media account and
will be able to use their previous knowledge as an asset
in the training course. Although, we will encourage that
staff to keep the Instagram page for business and their
personal profiles for their lives separate (BDC, 2019).
Paul Apokatanidis Needs Assessment-15
Personas
The following three narratives (high, medium and low maintenance learners) provide designers
with vivid mental images of their learners when designing programs and those mental images
help designers address needs that demographic and general information might overlook
(Carliner, 2015).
Table 4.
Low Maintenance Tom Wilson is a recent graduate from the John Molson
School of Business in Marketing and Management. He has
been a part of the Summit Tech marketing team for
approximately three months. Tom has been focusing most of
his attention on a new advertisement pitch that Summit Tech
is launching which promotes product placement in pop-up
ads. He has paid little, to no attention to the Summit Tech
Instagram page and simply does not see the value in
spending time promoting the company on social media.
However, Tom posts pictures whenever he feels it is
necessary and it is often of his colleagues on phone calls or
on their computers. He plans on implementing some of the
strategies that he learned during the training, but only the
ones he believes will actually make a differnce.
The following section describes the constraints in the learning environment that could impact the
effectiveness of the program. Table 5 details the issues affecting learning in the environment and
The following section will list both the product and project constraints. The product
constraints focus on design and development, while project constraints typically affect the time
Table 6.
PART 3. REQUIREMENTS
This section presents the requirements that a completed instructional program concerning
the posting of engaging content on social media pages must achieve. The objectives are clearly
stated first while the assessments for evaluating the program are described in the next section.
Objectives
The business and content objectives are described in the next section. The business
objectives clearly state how Summit Tech will benefit from ordering the program to be created,
while the content objectives state what the learners will be able to do once completed the
training.
Business
Summit Tech will generate revenue by increasing user engagement upon their Instagram
page and promoting a professional and innovative image, resulting in prospective clients signing
for the company. In addition, past-potential clients who had refused to work with Summit Tech
due to their inactive and inattentive social media pages may sign with the company after their
Content Objectives
Note: Unless stated otherwise, learners must perform all tasks with 100 percent accuracy,
End Result
Paul Apokatanidis Needs Assessment-20
For learners to use the five visual design principles when posting photographic content in
EVALUATION
The following two instruments will be used to assess whether or not the program met its
objectives. The first instrument is a level 1 Kirkpatrick evaluation used to measure satisfaction,
Level 1 (Satsifaction)
____________________
2. Please select a corresponding number. The course explained the design strategies
clearly...
1 2 3 4 5
3. How confident did you feel concerning your abilities to post engaging content
1 2 3 4 5
4. How confident did you feel concerning your abilities to post engaging content
1 2 3 4 5
5. How likely are you to use some or all of the skills taught in this training program?
1 2 3 4 5
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
_______________________________________________________________________
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Level 2
PART 1.
/3
Instructions:
Please select the most appropriate response by placing a check mark or an X in the box.
Main objective 1: Implement a harmonious colour pattern to a subject and background for a
photograph.
A) B) C)
Feedback
A) Correct. The colors in the B) Incorrect. The colours in
C) Incorrect. The colours in
photograph contrast each this photo do not fit the this photo are not harmonious.
other and use a complementary, analogous or
Blue is a neutral colour and
complementary colour triad pattern. They were does not contrast black in the
pattern. randomly selected. photo, nor do these colours
follow a complementary,
analogous or triad pattern.
2. Which colour combination should be implemented in order to obtain a
complementary colour pattern?
A) B) C)
o Red o Yellow o Gray
o Orange o Blue o Black
o Dark Red o Black o Green
Feedback
A) Correct. Analogous colors B) Incorrect. Yellow, blue and C) Incorrect. Gray,
are groups of three colors that black are not next to one black and Greenvare not next
are next to each other on the another on the colour wheel to one another on the colour
Paul Apokatanidis Needs Assessment-26
color wheel; red, orange and and are not analogous wheel and are not analogous
dark red are examples. colours. colours.
Options Feedback
A) Green, Blue, Violet Correct. The colours
green, blue and violet are
considered “cool” colours.
B) Red, Orange, Incorrect. Red, orange
Yellow and yellow are not considered
“cool” colours. They are
warm colours.
C) Orange, Blue, Incorrect. Orange is
Green considered a warm colour,
while blue and green are cool.
D) Violet, Pink, White Incorrect, Violet is
considered a cool colour,
while pink is considered
warm and white is neutral.
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Part 2.
/3
Instructions: Please fill in the blank with the most appropriate response.
1)__________________________________________________________________________
2)__________________________________________________________________________
Feedback (Potential correct answers or similar to):
1) The subject is centered in the image
2) The subject and background use natural colours
3)The subject and background follow a natural pattern (example: chair on ground & clouds in
sky)
4) The image does not contain any filters or unecessary edits
A) B) C)
Feedback
A) Correct. The image is B) Incorrect. The image gives C) Incorrect. The photo uses
focused on the subject and the focus to the background and two subjects, adds colour to
background is blured. uses the subject (plane) as a the background and uses a
secondary object. filter/ shade over the subject.
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Part 3.
/2
Short Answer.
Instructions: Please respond to the questions using the most appropriate answer.
1) Please explain how the following photo uses the isolation effect effectively.
_____________________________________________________________________________
_____________________________________________________________________________
__________________________________________________________________________
Feedback (Acceptable answers should include mention of the filter, colour of central egg,
centering and structure of the subject.) An exemplar is listed below:
The photo uses the isolation effect by filtering the other eggs in the picture and adding colour to
the central egg. In addition, the central egg is cracked open (structurally different) and is
centered in the page. This helps with its visual appeal.
2) The following photo was taken using the isolation effect. Please identify two characteristics.
1)__________________________________________________________________________
_2)_________________________________________________________________________
____________________________________________________________________________
__
Feedback
1. The subject is centered in the photo
2. The subject is the focus on the photo
3. The colours of the background influence the colours of the subject
Bonus question: The following will not be considered a graded element of the training.
This is an opportunity to flex your creativity and share your innovative ideas with the Summit
3) How can Summit Tech isolate their Instagram content and standout from other images being
______________________________________________________________________________
______________________________________________________________________________
_____________________________________________________________________________
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Part 4.
/3
Scenarios.
Instructions: Please respond to the questions using the most appropriate answer.
1) Please identify whether or not the photo meets the requirements for brand embedding and
explain why or why not.
Paul Apokatanidis Needs Assessment-31
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
___________________________________________________
Feedback- Sample excellent response written below:
The photo uses the company’s brand as the center point of the image and makes it clear for the
viewer to identify. Next, they implement their own brand colours in the photograph. This
instills a consistency in the memory of the viewer.
2) Please theoretically explain what you would alter in this photo in order for it to meet the
brand embedding theory with regards to Summit Tech.
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
___________________________________________________
Feedback (Sample excellent response written below):
The photo would need to have the name Summit Tech, embedded above the roller and contain
the colours green and red in the photograph.
1) Please explain whether Coca-Cola uses brand embedding principles in this photo or not. If so,
how those principles would apply to the Summit Tech Instagram page, and if not, why not?
Paul Apokatanidis Needs Assessment-32
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
__________________________________________________________________________
Feedback (Sample excellent response provided below:
The photo uses the company’s brand colours across the following six Instagram posts. The
company does not have a photo without the Coca-Cola brand or product included in the photo.
Summit Tech would need to erase images that do not contain their brand colours or logo.
Summit Tech would also need to implement their brand colours: Red and Green in all of their
photos going forward.
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Part 5.
/3
Scenarios.
Instructions: Please respond to the questions using the most appropriate answer.
Main objective: 5. Utilize persuasive wording in a serial position amongst photo captions
1. Identify the 5 persuasive words for Instagram captions below:
Paul Apokatanidis Needs Assessment-33
1. 2.
3. 4.
5.
Feedback (In any particular order):
1. Free
2. Because
3. You
4. Instantly
5. New
2) Write a caption using at least two or the five persuasive words for the image below.
____________________________________________________________________________
____________________________________________________________________________
Feedback (A variety of answers are acceptable-The following uses three of the 5 answers,
however, only 2 persuasive words are required):
1. At Summit Tech, we work with NEW products BECAUSE we know that YOU need
the most up-to-date technology in order to reach true potential.
____________________________________________________________________________
____________________________________________________________________________
Feedback (A variety of answers are acceptable) The caption uses a call-to-action at the
end of the caption and asks users to leave a comment on the picture at the end of the
caption:
Predictive Analytics are essential for success here at Summit Tech. Let us know what your
References
Jackson, D. (2017). Science Has Spoken: Here’s Why Your Instagram Posts Don’t Get
Engagement. Retrieved September 14, 2019 from The Daily Egg.
https://www.crazyegg.com/blog/why-instagram-posts- dont-get- engagement/
Lampe, C., & Ellison, N. (2016). Social Media and the Workplace: New platforms can be
tools for connections with colleagues but also serve as distractions in the workplace. Pew
Research center. https://www.pewinternet.org/2016/06/22/social-media- and-the-
workplace/
Larson, A. M., Freeman, T. E., Ringer, R. V., & Loschky, L. C. (2014). The spatiotemporal
dynamics of scene gist recognition. Journal of Experimental Psychology: Human
Perception and Performance, 40(2), 471.
Loschky, L. C., Sethi, A., Simons, D. J., Pydimari, T., Ochs, D., & Corbeille, J. (2007). The
importance of information localization in scene gist recognition. Journal of Experimental
Psychology: Human Perception & Performance, 33(6), 1431–1450.
Sanocki, T., & Sulman, N. (2011). Color relations increase the capacity of visual short-term
memory. Perception, 40(6), 635-648.
Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media
marketing on online consumer behavior. International Journal of Business and
Management, 8(14), 66.