Kimberly Purcell

Student M.Ed. in Instructional Design

Arizona State University
Mary Lou Fulton Teachers College
EDT 593: Applied Project
Internship Agreement and Statement of Work
In partnership with ASU and Observe app
Project Title: Social Media Marketing Training for the Eye
Observer App
Project Definition: The Eye Observer app is an Apple product based
app designed for collecting video-based evidence and textual
descriptions for teacher evaluation of student work. In order to
promote the Observe app to potential users, Observe seeks to create a
training module centered on marketing the app over social media. This
project will cover the basics of the major social media networks, why
using social media for marketing is imperative in todays business
world, and how to best use each social media platform for the needs of
the Eye Observer app.
Project Specifics: The training module for marketing Eye Observer
over social media will consist of a program made with Captivate 8. The
module will communicate to Observe employees the importance of
using social media to advertise and inform potential users, as well as
instructions on how to most effectively use social media outlets
including (but not limited to) Facebook, Twitter, Instagram, Pinterest.
The Observe app is currently in beta testing, and has become available
to access through Apple in January of 2016. This training program will
begin design in January 2016 and end in April 2016.
Stakeholders: Kimberly Purcell is the instructional designer for the
Captivate 8 training program. Dr. Bitter is the applied project course
instructor and mentor. Paul Skiera is the Eye Observer app coordinator
who will be providing information and continuous feedback about the
project.
Coursework Requirements: Ms. Purcell is a student at Arizona State
University and pursuing a M.Ed. in Instructional Design from the Mary
Lou Fulton Teachers College. This project will serve as the applied
project for Ms. Purcells M.Ed program. The following are goals
established through coursework requirements that Ms. Purcell will
incorporate into her internship experience:

1. Professional Skills and Knowledge: Explore and discover how

the Eye Observer app can benefit multiple users, and format a
training program designed to train Observe personnel how to
best use social media venues to market the benefits of the
app for potential users. Specific detail as to what social
medias are most important to use, how to properly engage
the users on each social media platform, and how to
effectively provide motivating and useful feedback to social
media participants will be covered in the training.
2. Workplace Communications: Develop strategies to create a
social media training module that will provide the Eye
Observer app personnel an effective tool to create
advertising, training, and examples to multiple users across
the various platforms. Ensure that the training module is
specifically tailored to the needs of the Observe team, as well
as tailored to the needs of the users of each social media
platform.
3. Leadership Skills: Create and follow up with email
communications in a timely manner.
Keep email
communications to-the-point and proactive. Keep the project
on schedule by meeting deadlines. Anticipate roadblocks to
success and create effective plans to avoid them.
4. Ability to influence and/or impact change or forward
movement in the business or organization: Highlight the sales
potential for the Eye Observer app through creating an
engaging and informative training program for personnel to
learn how to create an effective social media presence. This
training will focus both on how to use social media effectively
as well as highlight the sales potential that can come through
a well-run social media presence.
Project Deliverables:
Project
Deliverable

Purpose

Due
Date

Statement of
Work

The SOW defines the project scope,

budget, and timelines.

1/25/16

Detailed Design
Document

The project plan outlines the objectives,

information covered, activities and
evaluation to be included in the final
product or program.

2/5/16

Storyboards

Storyboards flesh out the design

2/12/16

documents, and culminate in the submission

of a completed script. The storyboard
presents the textual and graphical content for
the course. Storyboards include all text and
graphics, including navigational instruction
and user instruction with notes on placement,
style, etc.

Literature Review

Research based document focused on need

for the project, and best practices to follow as
found by previous studies.

2/21/16

Level 1
Assessment

Level 1 assessment determines user

perception and attitude toward the
training program

2/25/16

Level 2
Assessment

Level 2 assessment serves to validate the

objectives of the training program has
been mastered.

3/2/16

Job Aids

Job Aids provide documentation which can be

print-based or stored online for performance
support.

3/10/16

Alpha Site

The Alpha reviews the look, feel, and

functionality of the site. Interactivity
types and their associated functionality
are introduced. The Alpha stage also
presents layout, graphics, interactivities,
and opportunities for feedback. Signing
off on Alpha means that the look, feel,
and functionality of the site are locked
down.

3/20/16

Beta Site

Beta review provides the opportunity to

validate and verify Alpha fixes. The Beta
review typically results in a few final text
changes, but no additional design or
functionality is included in the scope of
this review. Signing off on Beta means
that the site is locked down and ready
for integration.

3/30/16

Implementation
& Pilot Test

The Beta version of the materials is

implemented with a small group of users
and data are collected from Level 1 and 2

4/10/16

assessments.
Final Website

The final instructional materials

incorporate revisions based on the pilot
test. Signing off on final site is a decision
to go live.

Project Budget
Type

Hours

Cost

Total

Personnel- Instructional
Designer

100

$35.00/h
r

$3,500

$600.00

$600

MaterialsImages/Graphics (low
estimate depending on
existing resources),
access to Captivate 8,
access to physical books
relating to social media
sales and advertising
Personnel- Subject Matter
Expert

TOTAL
Project Contacts and Roles

10

110
hrs

$35.00/hr

$350.00

Discount:

$4,500
$600 (as
needed)

4/17/16

Organization/Role

Name

Email

ASU, Student and Project

Instructional Designer of
Web and APP, Manager
Product Development

Kimberly
Purcell

Drbj6@asu.edu

ASU, Applied Project

Course Instructor and
Mentor

Dr. Bitter

bitter@asu.edu

ASU, Faculty/Mentor and

Content Expert

Paul Skiera

skiera@asu.edu

ASU, APP Development

Expert
ASU, Web Developer
Observe App Coordinator
Approval
By signing below, we agree to the terms outlined in the statement of
work.

Approvals
Include a statement such as By signing below, we agree to the terms outlined in
statement of work and a place for the client and you to sign. Approvals are also found in
a cover memo.
Name:
______________________________
Title:
______________________________
Signature:
_____________________________
Date:
______________________________

Instructional Designer
Name: Kimberly Purcell
Signature: _______________________________________
Date: ______________________________________________
Course Instructor
Name: Dr. Bitter
Signature: _____________
__________
Date: ______________________________________________

App Development Expert

Name: _______Paul Skiera_______________________
Signature: ________________________________________
Date: ______________________________________________
Observe App Coordinator
Name: ________________
___
Signature: ________________________________________
Date: ______________________________________________