Capstone – Project

Development of a Social Media Strategy

A Collaboration Between

Engagement Synopsis

Corporate office: 131 West Tyler Street, Elkhart, Indiana 46516

Contact: Tina Fraley, CFO; responsible for finance, human resources and operations.

Council on Aging of Elkhart County Inc has been operating for 45 years as a non-government, non-profit entity serving the aging and disabled. The organization serves the 3rd largest aging population in the state of Indiana with a vast range of life-saving and wellness care services including transportation, in-home care, Medicare consulting, money management and more. As a non-profit, our mission is to serve those in our community to foster wellness among those unable to attain a quality-of-life without assistance from external resources.

Our clients rely on a low or fixed income to obtain the necessities in life, including rent, food and an increasing need for medical care. Currently, 96% of our clients rely on financial assistance to access the supplemental care services offered by our organization. We have assumed the responsibility for making those financial resources available to our clients, including grant funding and accepting all forms of insurance (e.g., Medicaid). These resources pay only 13-63% of actual service cost. Community support in the form of donations is required to compensate us for the remaining cost.

Historically, our organization has experienced a variety of barriers in capturing support within the community, including a misunderstanding in the inherent barriers for the aging and disabled in achieving quality-of-life, a misconception our organization is a government entity receiving tax allocations, and a general lack of prioritization of the elderly as a responsibility of the community. Our organization has made advancements in community awareness through word-of-mouth and one-on-one meetings. With demand increasing for the last five consecutive years, further development is critical for the care of residents throughout the county.

The development of a complete marketing strategy is necessary for continuing success in our mission. Social media opportunities will be the most cost effective approach for us to educate a broad audience on the needs of our clients. This will include an accurate understanding of our target market, which includes various demographics.

As a result of this course, students will gain an understanding of the aging populations needs (representative of all communities across the United States), the influential dynamics facing mission driven organizations, the barriers to success of mission driven organizations operating in a profit-driven environment, and the understanding of reaching a diverse age demographic in our market.

This course is best suited for those pursuing careers in marketing and business development.

Company Information

CompanyCouncil on Aging of Elkhart County Inc
Revenue500,000 - 1,000,000,
StageSmall Business
Hiring PotentialFollow-on Projects, Formal Internship

Company Overview

The Council on Aging of Elkhart County was established in 1975 and has remained committed to enhancing the quality of life and dignity for older adults and the disabled in our community by supporting them and their families. The aging and disabled process is reflected in decreased mobility, physical strength, vision and mental acuity. This diminished capacity inhibits the ability to care for oneself effectively, including daily functional tasks such as driving a car or walking to a bus stop. These are impairments which prevent access to both life-saving treatment and wellness care associated with quality of life. Our services are designed to bridge the gap between those tasks one is and is not capable of performing. Our services include transportation, in-home care, Medicaid consulting, insurance savings programs, money management, activity center, tax preparation and resource library.

Industry Mentors

Company Admin

Tina Fraley

[email protected]

Course Info & Engagement Details

SchoolMasters in Business Administration (MBA)
Engagement Format -
CourseMBA APPLY Interterm (FALL 2020)
Students Enrolled120 Enrolled, 4-5 per group per project
Meeting Day & Time10/5 - 10/8/2020
Student Time Commitment1-3 Hours Per Week
Company Time Commitment3-5 Hours
Duration0.43 Weeks

Project Topics

Academic Mentors

There are currently no supervisors assigned.

Assigned Students

There are currently no students assigned.

Program Timeline

Touchpoints & Assignments Due Date Submission
Official Project Kickoff

Official Project Kickoff

We'll web conference company senior leadership into class to introduce the company, meet the students, and discuss the project goals.
September 22 Event na
Final Presentations Final Presentations
Students will present final insights to the company's senior leadership. Please upload the final deliverables.
December 21 Submission Required submission-required

Key Milestones & Project Process

Project Resources

There are no resources currently available