MEDIA ANALYTICS

PORTFOLIO
Julia Mercorella

Strategic Writing
December 4, 2014
Elon University

TABLE OF CONTENTS
REFLECTION

pg.

03
RESUME

pg.05

BIOGRAPHY*

pg.06

FEATURE STORY
pg.07
OPINION EDITORIAL*

pg.08

BROADCAST*

pg.09

FLIER

pg.10

SOCIAL MEDIA

pg.11

BROCHURE

pg.12

INFOGRAPHIC FACT SHEET

pg.14
TIME LOG
pg.15

Reflection
When the first week of classes rolled around this past fall I was especially
hesitant to walk into Strategic Writing. I was hesitant because while writing is
something I enjoy; I often struggle with executing my writing pieces effectively. I
enjoy writing creatively but writing strategically can be a challenge for me, as I had
learned in my media writing class sophomore year. Unlike the media writing class, I
was unsure of what to expect from a strategic writing class.
When I heard about the client portfolio I immediately thought of doing the
tennis club I had worked at for many years in Connecticut. However, after reading
about the new media analytics major, I was determined to do work for them. I was
interested in this client mostly because their program is so new and there were
endless possibilities for me to create work for them. One of the exciting things about
choosing this client was that I would be able to have direct access to one of the
creators of the major, Don Grady. I was also excited because my work would be

fresh since they have never had anyone work with them before to promote the
major.
Throughout the semester I was able to interview a couple people who are
involved in media analytics to get more information and insight on the major. I
interviewed Don Grady, who is the associate dean and associate professor in the
School of Communications. From the information I obtained from the interview, I
was able to make a biography about him which would be included as part of a larger
Elon Newsletter. I also had the opportunity to interview an Elon sophomore who is
majoring in media analytics. I created a feature story about the sophomore with the
information from her interview. Conducting interviews proved to be a useful
strategy because I was able to gain insight and inside knowledge about the program
that was not available in outside sources.
I found that it was difficult to find credible outside sources on the Internet
that talked about the importance of media analytics. Since media analytics is
generally a new field it was hard to find articles that related to the points I wanted
to make in my pieces. I was able to find useful facts and statistics about the rise of
social media and media use by consumers. These statistics were beneficial to several
of my portfolio pieces such as the fact sheet and opinion editorial.
My experience with the media analytics major as my client this semester was
mostly a positive one. I was able to explore why media analytics is important and
create several pieces that are beneficial to promoting their program. Since there are
no statistics or data about the Elon media analytics program yet, I was not able to
provide audiences information about the credibility and success of the program. I

definitely feel as though the quality of my writing has improved throughout the
semester. I am more confident with using AP Style as well as how to structure news
releases and feature stories.

Brief Biography on Don Grady

Its no secret that the communications world is changing everyday. People
are becoming increasingly dependent on their mobile devices and digital tablets.
Don Grady, associate dean and associate professor in the School of Communications
at Elon University, has implemented the first undergraduate media analytics
program in the country. Businesses need people who can analyze and track their
companys success at reaching their intended audiences. The media analytics
program will educate and prepare students for a profession in this field.
Grady is approaching his 30th year as a faculty member at Elon University.
I have seen more change in the communications field in the last five to seven years
than I have seen in the last 25 years being at Elon, he said.
Grady is a representative on the Accrediting Council on Education in
Journalism and Mass Communications. This council is a national agency that
evaluates programs in each field. Part of Gradys responsibility is to pay close
attention to the courses in the communications school and evaluate whether or not
they are still relevant. Grady noticed that several businesses were searching for
people with media analytic experience and reevaluated the communications
curriculum to benefit the Elon students.
Figuring out where the audience is and who the audience is for media
professionals has become increasingly important and critical for their business
model, said Grady.
Grady wrote many of the course descriptions and objectives for the required
classes of the major; which included classes like creating multimedia content,
communicating media insights, applied media analytics and understanding
audiences.
Grady teaches courses in broadcasting, study-abroad and senior research
capstone at Elon University. He is most interested in the form of media messages,
both visual and aural. He strongly believes that the form of media messages have
more of an impact than the content.
Grady has earned a PhD in Mass Communication Research at UNC-Chapel
Hill; a masters degree at UNC-Chapel Hill in communication with an emphasis in
rhetoric and public address; and a bachelors degree at North Carolina State
University, where he majored in radio and television.

Insight Into Media Analytics

Major Through Elon Sophomore
Perspective, insight and understanding. Katie Swan, sophomore at Elon
University, repetitively used those three words when describing the media analytics
major. Swan, originally from Brunswick, Maine, was unsure of her career path as a
freshman at Elon. She struggled with finding major that would lead her to the
communications field without committing to a specific program such as cinema or
broadcast. Media analytics was the best option for Swan because she wanted to
study media and audiences in a broader sense.
Swan said the changing job market did have an impact on her decision to
major in media analytics.
The world of media is in a state of constant change right now. Its good to
have a major that offers a different kind of insight. This could lead to jobs that assist
media outlets with understanding their audiences, said Swan.
According to the Dean of Communications, Don Grady, one concern of the
media analytics major when it first opened was that students would be intimidated
by the presence of math classes within the major requirements. However, Swan put
Gradys concerns to rest.
The major courses are less math based than I would have thought. I dont
love math so I am happy that it has more to do with understanding audience and the
impact that media makes on them, said Swan.
Statistics classes do not have as much of a presence in the media analytics
major as communication classes do; math is simply a small factor of the major
requirements. Swan said media analytics appealed to her more than other
communications majors because the course schedule for the media analytics major
allows a well-rounded understanding of media communications. The media
analytics major also exposes her to several types of media beyond traditional media.

Colleges Need to Revamp

Communications Programs
Higher education professionals and university administrators are well aware
of the evolution of the media. Universities need to adapt their communications
programs to teach relevant concepts and strategies, such as analyzing the success of
media outreach, for students to be prepared and skilled for the professional field.
Elon University has come up with a solution by developing a new media analytics
major for undergraduate students.
Elon is among the one of the first universities to adapt to the cultural shift
that the communications field is undergoing by changing their curriculum to include
a media analytics program. Other universities need to follow this precedent and
reevaluate course content to ensure that students are learning information that is
relevant to the current industry.
Businesses are becoming extremely interested in predicting consumer
behavior when it comes to their products and media outreach. With media
platforms expanding, it has become difficult for businesses to track their audience.
To reach their audience more easily, 93 percent of marketers use social media for
business.
In an article in Teradata Magazine, author Gib Bassett explains the
importance of media analytics in businesses and how it can give them the
competitive edge they need to flourish.
To be successful, these programs require data and analytics that identify,
integrate and leverage consumer preferences, demographics and social network
participation across brands, said Bassett.
The evolving market has led to the creation of a new term: fragmented
media. Fragmented media is the increasing variety of media channels that
consumers are using, and it is making it difficult for companies to track consumer
behavior. Don Grady, associate dean of the School of Communications at Elon
University, oversaw and implemented the media analytics major. He offered input
on why he thinks progression is necessary in the department.
Television and radio are taking a backseat to the Internet. Mobile devices
and social media platforms are becoming increasing important to consumers as they
adapt to continuing technological changes, said Grady.
With these changes comes the need for jobs in analyzing communication
techniques; therefore Elon has made the new media analytics degree very useful
and relevant in todays market.
Julia Mercorella is a senior at Elon University, originally from Connecticut. She is an
avid social media user and is currently majoring in strategic communications. Julia
is interested in public relations, advertising and the relationship between social
media and business.

Broadcast Advertisement on
ELN Radio
Announcer 1: Heres a statistic that might shock you. Almost five billion people now
own mobile phones. Seem like a lot? Well, less people than that own a toothbrush!
Announcer 2: (confused voice) Sowhat youre saying is that owning a mobile
phone is more important than people than owning a toothbrush now?
Announcer 1: (laughs) Thats what the statistics are saying, yes. Since many of these
people with mobile phones are going on social media websites, businesses are
struggling to track their audiences.
Announcer 2: Yes, operating on several different devices is really becoming quite
popular, but definitely an issue for companies.
Announcer 1: Which is exactly why Elon has stepped up their game and addressed
this problem by introducing a new major called media analytics.
Announcer 2- Wow how exciting! Students can help these companies to track
consumer behavior by starting a career in media analytics.
Announcer- Go to w-w-w dot-elon-dot-e-d-u slash media analytics to find out more
about the new major.

10

Media Analytics

Become A Part of the Emerging Industry

Elon University is now offering a Media Analytics Major. Stop by
the School of Communications to learn more and consider career
path in Media Analytics.
Learn about measuring various types of media impact, understanding
audiences and strategizing media plans for real-world clients.

School of Communications
(336) 278-2000
11

Social Media Strategies:

Tweets
Professor @JonathanAlbright will be teaching COM260
Understanding Audiences this spring for the new
#MediaAnalyticsMajor
Become a part of the FIRST EVER Communication Media
Insights course being offered in the spring.
#MediaAnalyticsMajor
Fun Fact: 4.8 billion people own a cell phone. 4.2 billion own a
toothbrush. Media demands are changing. Join the
#MediaAnalyticsMajor
Which two of your fav #socialmedia websites are competing
for the second highest analytics demand after Facebook? Find
out below:
https://www.quintly.com/blog/2014/01/search-trends-social-media-analytics/

Want a fast and effective way to reach a mass audience? Create

a blog! 77% of Internet users read blogs. #MediaAnalytics
#BlogAboutIt

12

13

Time Log
Working on Portfolio
Research done on media analytics
September 171 hr
September 2830 min
October 51 hr
November 51 hr
November 201 hr
December 11 hr
Time spent working on pieces
September 20- 1 hr- Worked on client research
assignment
October 630 min- developed client
portfolio plan
October 152 hr- worked on biography
October 161 hr- worked on biography
October 282 hr- worked on opinion editorial
November 3- 30 min- worked on opinion
editorial
November 18- 2 hr- worked on broadcast
advertisement
November 21- 2 hr- worked on feature story
November 23- 1 hr- created flier
November 26- 2 hr- edited feature story,
broadcast, and opinion editorial
November 29- 2 hr- created social media tweets
and brochure
December 2- 1 hr- created infographic
December 3- 3 hr- put together portfolio and
edited

On Site:
Meetings with Don Grady
September 18
1 hr
September 29
1 hr
October 27
30 min
November 20 1 hr
Interview with Media Analytics Student
November 21
1 hr

17

Total hrs: 30 hrs

18