Paul Apokatanidis High Level Design

High Level Design

Topic: Implement design principles and communication processes to Increase Summit Tech’s
User Engagement
ROAD MAP:
In order for the Summit Tech marketing team to be successful, the three most significant
problems and potential solutions are represented in a graphic flow chart below, as well as the
rationale for choosing the proposed interventions.

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INFOGRAPHIC:
The following infographic demonstrates how the marketing manager and marketing team interact
with one another, benefit from the interventions and justify the significance of the campaign. The
graphics will a visual representation of how these groups of individuals and their roles connect in
a systemic way but also function and serve individual purposes.

SUMMARY DESCRIPTION OF COMPONENT

The following section sheds light on the different components and their relation to the learner-
archetype selected in bold. The learner types identified for the following interventions are the
indifferent, novice, feeling arrogant and humble learner.

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Provision of support and communication process: The following intervention addresses the
gap between the need for process feedback and ideal performance. Currently, the marketing
member does not have a specific target goals to meet and has no idea if upper management is
satisfied with their performance. In order to bridge that gap, the following has been suggested,
monthly meetings with marketing manager to promote communication, clear objectives and
continuous performance feedback. This would give the indifferent performer a clear direction of
what management thinks of their performance and an ability to seek timely feedback. In doing
so, the indifferent performer will be more motivated, involved and feel a sense of value in their
role and the significance of their position.
Job-Aid (Infographic): The following detailed infographic will provide workers with a clear list
of design principles that they are already aware of and how to implement them. Currently, the
marketing team is posting content without implementing engaging design principles despite
passing their training and assessment weeks prior. This intervention will serve as not only a
reminder of which design principles to implement but samples of effective posts which have
generated engagement in the past. This intervention would best serve the novice performer as it
gives them the tools necessary to succeed while following a structured support system for
posting content.

Job-Aid (Check-list/ fill in the blank): In order to ensure the marketing team is staying up-to-
date on Instagram’s available features in order to maximize their effectiveness of creating
engaging content, a check-list/ fill in the blank hybrid intervention will be used to both remind
employees of what to look for and note their findings within the intervention. These sheets can
be used as references during the manager-employee meeting in order for the employee to share
with the manager what they have researched and implemented in their posting process to engage
the company’s social media audience. This intervention would best serve the arrogant
performer as they would be held accountable for their findings. Upper management would be
able to recognize performance as this intervention could be used as an avenue as such. The
humble performer would benefit from this intervention as well since they would be able to
demonstrate their creativity and expertise in the matter while providing feedback to upper
management on what they believe is working and not working within the company’s Instagram
page.

FORMAT OF THE INTERVENTION

1. GENRE: Communication Process
 1. Communicate clear objectives to the marketing team
 Establish a process where managers support and work collaboratively with
marketing members to achieve engagement goals.

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 Manager and employee communicate via email and establish times to

meet to discuss progress of the Instagram page
o Manager and employee meet to establish 1-3-month term goals
for user engagement (likes, views and comments) on posts
created for the page.
o Manager and employee establish 1-year term goals for user
engagement (likes, views and comments) on posts created for
the page.
o Manager and employee check-in once a month to review
progress of the page
▫ Adjust expectations if necessary
▫ Clarify any concerns about the goals established and the
Instagram page in general.
 Employee notes progress of user engagement numbers in an excel spreadsheet
that is shared with the manager during meetings
 Create a spreadsheet using Excel
o Document and upload the total number of likes, views and
comments on each Instagram post
o Pinpoint which posts received the most engagement
o Pinpoint which posts received the least engagement
 Present results to Manager during check-in meetings
o Employee uses graphical representations of data to showcase
content progress
 Member and manager and decide on an appropriate schedule for posting
content to the Summit Instagram Page
o Posts content daily
o Posts content between 12 pm – 1pm

The intervention above gives the marketing team members a clear line of communication
with upper management and establishes clear goals/objectives and a feedback process. The
medium of this intervention could be in-person or online (Sykpe) depending on the

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availability of the manager and the employees. The structure/format of the information and
communication details would be considered formal, as this is a business association/
interaction, however, a more casual conversation could be developed throughout the meeting
process. The initial meetings may lack structure, but guidelines will be put in place in order
to ensure clear objectives for the meeting to best guide dialogue between the member and the
manager.
The medium is flexible (online or in-person communication process), however, we will
encourage the manager and members to meet in person as frequently as possible as face-to-
face interactions offer a more intimate and comfortable setting. The advantages of this
medium are its flexibility, dialogue, and encouragement of feedback. The disadvantages are
its time requirements (of both positions managers and employees), the personality struggles
for some employees/managers are face-to-face meetings may cause some discomfort for
more introverted personalities, as well as the equipment (laptop & software) necessary if
online communication is selected.
2. GENRE – INFORGRAPHIC/EXEMPLAR (HYBRID)
 2. Implement design principles within the content of the Summit Instagram Page
 Produce a photo where the focal point is significantly different than the background
 Select a subject that is related to Summit Tech
o Ensure subject is a product or promotion of company life
 Isolate the subject of the photo ahead of unsimilar backgrounds
 Place the subject of the photo next to different products
 Display the subject as the focus of the photo
o Blur background
 Visually prime the audience by embedding Summit Tech’s colours in the photographs
posted
 Implement the company’s brand colours within the photo
o Implement the colour red upon the subject or vice versa
o Implement the colour green upon the background or vice versa
 Ensure each post has the company’s logo in the bottom right corner
 Implement the Summit Tech colour scheme throughout the social media page
 Erase all content unrelated to Summit tech or the products on the Instagram
page
o Select all images unrelated to Summit Tech
o Delete all images unrelated to Summit Tech

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The above intervention will be best suited to help give the marketing team a visual
representation of what is expected from their Instagram posts. The design principles have
already been practiced and assessed, the job aid will serve as a reminder to help the team
ensure that they are putting their knowledge to use in a structured and meaningful way. The
infographic will feature colourful font, directional graphics, explanations and exemplars of
implemented design features. The medium for this intervention would be a laminated
paperback that would be postable to the marketing team’s individual cubicle walls as an easy
point of reference or accessible from the company’s SharePoint (local document database).
The writing would be semi-formal, clear and direct. There would be some space allocated for
explanations, although most of the page will consist of short text and visuals.
The visual representation will help the team perform at a high-level while still encouraging
creativity and freedom to post what the team believes is a quality/engaging post. The
advantages of this medium are its straightforward representation of information, highly visual
and engaging, and ease of use. The disadvantages would be the cost required to make the
visual and its initial pushback as it gives structure to a perceived unstructured performance
(posting content online).
3. GENRE- CHECKLIST/FILL IN THE BLANK HYBRID
 3.Members remain up to date on the design features within the Instagram platform
 Member allocates time to reading about the different features within the Instagram
platform
 Member documents new features that haven’t been utilized yet or not as often
as they should be
o Member applies content to new features to maximize engagement
 Member allocates times to reviewing competitor’s pages or successful Instagram
profiles that receive high numbers of engagement
 Member documents the features that are being viewed
o Member applies features which they feel will be successful and spur
engagement
 Member posts content utilizing the story feature on a daily basis
 Member posts content using the story feature
o Member posts videos to the Summit tech story feature
o Member posts images to the Summit Tech story feature

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 Member ensures to use branding within the story feature

The following intervention was chosen due to its ability to both remind employees of
following a structured process when researching up-to-date features of the platform, noting
those results in the structured document and having a document for review during their
managerial meetings. The medium of this intervention would be digital document as this
would allow the transfer of information from the Internet to the document in a simple
fashion. The information on this medium would be formal, structured, short-form, and easy
to use. The fill in the blank questions would encourage active engagement and accountability
on the part of the marketing team. There will also be sections for them to add their feedback
which will be taken into consideration as this intervention is a working document and will be
adjusted as necessary. This intervention may receive pushback at the start, but it will
extremely easy to use and not extremely time consuming. Some exemplar questions that may
be included are: 1) Have you learned anything new about the platform this month? If yes,
please explain. 2) In your opinion, what have our competitors been doing to increase
engagement on their pages? 3) What are some new techniques/ideas you plan to implement
in your next coming posts and why do you believe they will be successful?
The advantages of this medium are its ease of use, ability to report concrete and trackable
data and information sharing. The disadvantages are the initial pushback from the team since
this will be another task that they must complete on a monthly basis.