ProgramsFall 2022 Industry Capstone ProgramProjectsSocial Media Content Collateral & 2-Sided Marketplace Development

Project Title: Social Media Content Collateral & 2-Sided Marketplace Development

Iconically

Details
Project Title Social Media Content Collateral & 2-Sided Marketplace Development
Project Topics Data Management Digital Marketing Growth Strategy Marketing Organizational Culture PR & Communications
Skills & Expertise
Project Synopsis: Challenge/Opportunity
Iconically is developing a bold new model to connect brands with some of the world’s most influential creators through a two-sided marketplace and an engaged online community. On one side, Iconically provides brands with structured, data-driven insights into influencer partnerships, pricing models, and campaign strategies. On the other, it nurtures a thriving community of creators and fans using Discord as a platform for connection, collaboration, and knowledge sharing.

The challenge is twofold. First, Iconically must develop robust customer-facing content and sales collateral—including customer profiles, case studies, media kits, and social content—that help the company build credibility, attract clients, and convert leads. Second, Iconically must design and scale its Discord community, ensuring it is not only vibrant and engaging but also strategically aligned with the company’s business development goals. The company’s vision is to cultivate a community of iconic creators and influencers while building a sustainable revenue model for the platform.

For students, this project offers an opportunity to tackle a highly relevant business challenge at the intersection of digital marketing, sales enablement, community building, and growth strategy. Students will learn how to create content strategies tailored to different stakeholders, conduct customer and community research, and design scalable engagement models. The outputs of this project will directly inform Iconically’s go-to-market approach and serve as tangible assets for both sales and community operations.
Project Synopsis: Activities/Actions Required
Conduct customer interviews and market research to identify pricing insights, business model trends, and sales enablement needs.

Build customer profiles and case studies to inform prospect targeting strategies.

Design media kits and social content strategies for multiple channels (LinkedIn, Instagram, Discord, etc.).

Develop an engagement and content plan for Iconically’s Discord community, including housekeeping, moderation, and feedback loops.

Propose a scalable model for community team growth as membership expands.
Project Synopsis: Expected Results
Deliver at least 5 customer interviews and 3 community member interviews with actionable insights documented.

Produce 3 detailed customer profiles and 2 polished case studies ready for client-facing use by the end of the term.

Create a comprehensive media kit and content strategy for at least two social channels, with sample assets developed.

Grow Iconically’s Discord community by 20% over the project period and deliver an engagement strategy that results in at least 70% of members participating monthly.

Develop a scalable community operations framework (roles, responsibilities, and processes) that Iconically can implement over the next 12 months.

Project Timeline

Iconically - Social Media Content Collateral & 2-Sided Marketplace Development
Due Date
Activities
Deliverables
Status
Action
Thu, 09/01/22
12:00 AM UTC
First Day of Classes
No Deliverables
No deliverables are required for this action item.
Description:
Thu, 09/01/22
12:00 AM UTC
COPA Office Resources
No Deliverables
No deliverables are required for this action item.
Description:
The Corporate Outreach & Professional Advancement (COPA) Office is here to help support you! This team of professional staff members can assist you with any professional development and career related inquiries in-person or via Zoom. To learn more about this office and their services, please CLICK HERE.

To schedule a meeting with someone from the COPA Office, please CLICK HERE.
Tue, 09/06/22
12:00 AM UTC
Initial Team Meetings
No Deliverables
No deliverables are required for this action item.
Description:
All student teams should have their initial meeting (with team members & faculty advisor) during the week of September 6, 2022 (no classes for Labor Day on 09/05/22). This is a great opportunity to get to know another, connect on project goals & tasks, and determine a weekly meeting day/time that works for all group members.
Fri, 09/16/22
12:00 AM UTC
Program Manager Outreach
No Deliverables
No deliverables are required for this action item.
Description:
Christina Sargiss, Program Manager for the Industry Capstone Program, will outreach to all students during the week of September 12th to touch base. If any students (including MBA Leads) have any questions, comments, or concerns thus far please let her know. Christina will send several surveys out to all registered students, throughout the semester, to check-in.


Christina is also available for in-person and Zoom meetings. Please click the link below if you would ever like to schedule a day/time to touch base: SCHEDULE A MEETING.
Fri, 10/07/22
12:00 AM UTC
Temperature Check #1
Required Deliverable
Required Deliverable
Deliverable submission is required.
Description:
Please complete the Temperature Check #1 survey to provide Christina Sargiss with any feedback, thus far, regarding your experience in the Industry Capstone Program. All registered students are encouraged to complete this by October 7, 2022.

Please CLICK HERE to complete the Temperature Check #1 Survey!
Mon, 10/17/22
12:00 AM UTC
Midterm Presentations
No Deliverables
No deliverables are required for this action item.
Location:
Event Description:
Each project team will virtually present a midterm presentation that showcases the work they have done, thus far, this semester. Each presentation will last approximately 30 minutes via Zoom and School of Business faculty and staff will be invited to join. Students will present for 15-20  minutes, and respond to questions from attendees for the remainder of the time.

Midterm presentations will be held during the weeks of October 17th and October 24th. Christina Sargiss will connect with all faculty advisors and MBA Leads to schedule the days/times for these virtual presentations. Christina will also send everyone calendar invites with Zoom links for the presentations.

All project teams should utilize the Stevens PowerPoint Template, which can be found HERE.

Fri, 10/28/22
12:00 AM UTC
Midterm Presentation Submission
Required Deliverable
Required Deliverable
Deliverable submission is required.
Description:
The MBA Lead for each project team must submit a copy of their PowerPoint Presentation here. 
Fri, 11/11/22
12:00 AM UTC
Temperature Check #2
Required Deliverable
Required Deliverable
Deliverable submission is required.
Description:
Please complete the Temperature Check #2 survey to provide Christina Sargiss with any feedback, thus far, regarding your experience in the Industry Capstone Program. All registered students are encouraged to complete this by November 11, 2022.

Please CLICK HERE to complete the Temperature Check #2 Survey!
Mon, 12/05/22
12:00 AM UTC
Final Presentations
No Deliverables
No deliverables are required for this action item.
Location: In Person
Event Description:
Student teams will present their final presentations during the weeks of December 5th or 12th. 

The MBA Lead for each project team will connect with Christina Sargiss to determine the presentation day/time. School of Business faculty/staff and the corporate contact(s) will be invited to attend.
Thu, 12/22/22
12:00 AM UTC
Looking to update your resume?
No Deliverables
No deliverables are required for this action item.
Description:
Thank you so much for your participation in the Industry Capstone Program! Now that you have this new experience under your belt, I strongly suggest that you add it to the 'academic projects' section of your resume! Looking for a professional resume review? Email Christina Sargiss at csargiss@stevens.edu or schedule a 1-1 appointment with her by CLICKING HERE.

Lastly, join our LinkedIn group for the Industry Capstone Program today! This is a great way to stay connected with your peers and faculty advisors. CLICK HERE to request to join the group.

Wishing you all a safe, relaxing & joyous holiday season. Please stay in touch!
Christina Sargiss
Thu, 12/22/22
12:00 AM UTC
Post Engagement Survey
Required Deliverable
Required Deliverable
Deliverable submission is required.
Description:
Please complete the two surveys to provide your final feedback regarding your experience in the Industry Capstone Program.
Peer Assessment Survey CLICK HERE
Personal Assessment Survey CLICK HERE
Mon, 01/09/23
12:00 AM UTC
Final Presentation Submission
Required Deliverable
Required Deliverable
Deliverable submission is required.
Description:
The MBA Lead for each project team must submit a copy of their PowerPoint Presentation here. Please do so by December 22nd at 5:00 PM EST.

Program Managers

Name Organization
Christina Alwell Herbal Vineyards