How to Write a Compelling Case Study

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+ How To Write A Compelling Communications Case Study Edwin Irvanus

description

Communication Industry loves case studies. They contain what existing and potential customers want to read—how other organizations are addressing the same challenges they face. A case study provides the opportunity to communicate the benefits that a product or service delivers, in the form of practical experiences of a user organization. This is so much more powerful and persuasive than any theoretical arguments you can muster.

Transcript of How to Write a Compelling Case Study

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How To Write A Compelling Communications Case Study Edwin Irvanus

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What is a CASE STUDY ???

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+Smoking Kids

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+The Secret Idol

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+WOW Bandung

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A CASE STUDY is a puzzle to be solved

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The first thing to remember about writing a case study is that the case should have a problem for the readers to solve.

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The case should have enough information in it that readers can understand what the problem is and, after thinking about it and analyzing the information, the readers should be able to come up or relate with a proposed solution.

S O L U T I O N S

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Writing an interesting case study is a bit like writing a detective story. You want to keep your readers very interested in the situation.

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A GOOD CASE STUDY

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is more than just a description.

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It is information arranged in such a way that the reader is put in the same position as the case writer was at the beginning, when he or she was faced with a new situation and asked to figure out what was going on.

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A description, on the other hand, arranges all the information, comes to conclusions, tells the reader everything, and the reader really doesn't have to work very hard.

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When you write a case study, here are some hints on how to do it…

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…so that your readers will be challenged, will "experience" the same things you did when you started your investigation, and will

have enough information to come to some answers.

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Three basic steps in case study writing: research, analysis, and the actual writing.

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THE RESEARCH PHASE

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+Library and Internet research.

Find out what has been written before, and read the important articles that relate to your case study. When you do this, you may find there is an existing problem that needs solving, or you may find that you have to come up an interesting idea that might or might not work at your case site.

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Once you have decided on the situation or issue you would like to cover in your case study (and you might have several issues, not just one), then you need to go to the site and talk to experts.

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+Interview

Find knowledgeable people to interview -- they may be at the project site, participants, the consultant that work on the project or the client’s representative that order the task/project

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+What to ask during the interview??

Ask them questions that will help you understand their opinions.

Eg.

"How do you feel about the situation? "

"What can you tell me about how the situation developed? "

"What is the problem at the first place?"

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+What to ask during the interview??

Ask questions that will give you facts that might not be available from an article/research results

Eg.

"What kind of statistics do you keep? May I have a copy?"

"How many businesses are involved here?"

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+What to ask during the interview??

When you ask a question that doesn't let someone answer with a "yes" or a "no" you usually get more information.

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+REMEMBER!!

Your readers can't go to the case or the project or the site, so you have to "bring it to them."

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THE ANALYSIS PHASE

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+Put all the information in one place.

You have to put all the information together where you can see it and analyze what is going on.

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+Divide the materials on sections and find the pattern

Try to figure out what is really important, what is happening, and what a case reader would need to know in order to understand the situation.

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+Try to formulate the case problem in a few sentences

Once you are satisfied with the way you have defined the problem you want your readers to think about, break the problem down into all its parts.

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Once you have broken down the problem into pieces, you can analyze the information you now have and see if you can think about possible answers to each of the pieces. If you have enough information, then you can think about how to write the case study itself.

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+Identify the Solution

!  The next part of your case study should be dedicated to the solutions that the consultant/agency offered to address the challenges identified in part one.

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+Answer The Challenge

The solutions section is critical, because it's the part of your case study where potential customers will learn the most about your specific solution

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+Measure the result of the solution What’s the point of a case study if you can't show actual, measurable results? You picked this company to be a case study because they are happy customers, but also because they have had success with your solution.

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+Let Them Show It Off!!

You can call out results through direct quotes, pictures, graphs, giant numbers, whatever. Since many customers will be skimming your case study content, it's critical to make results the easiest part to see -- because isn't that what people care about most?

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WRITING THE CASE STUDY

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+Describe the problem or case question you want the reader to solve.

In a case study, you can start by raising a question about the problem or the challenge that must be solved by the client or communication consultant.

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+Organize the sections of the case study !  Situation Analysis

!  Objectives

!  Target/Audience Analysis

!  Budgets

!  Strategy

!  Creativity/Originality

!  Executions/Tactics

!  Evaluation of success/Measurement

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Making Sure Your Case Can Be Used by Other Consultant/Reader

Since different agencies have different ‘languages’ and corporate cultures, you need to prepare a note that gives additional background material that they might need to know in order to understand the situation and solutions.

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It is often interesting to record any changes that actually occurred after or while the case study was being researched and written. Once the reader have learned about a situation, they find it is very interesting to learn more and give their opinion

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+HOVER CAR

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Prepared by Edwin Irvanus sukmolelono at gmail dot com