Asynchronous Academy

Initial Planning

Suggested Duration: 5 Hours

"A goal without a plan is just a wish."

Antoine de Saint-Exupéry

If starting a successful social media channel were easy, everyone would be trending! The difference between a hobbyist and a professional creator is a plan. However, the best creators are also flexible. If "Plan A" doesn't work, they pivot to Plan B, F, or even Z!

In this assignment, you will build the blueprint for your channel. You will define your "why," identify your "who," and figure out the "how" of keeping your production sustainable.

Phase 1: Purpose and Audience

Your channel needs a heartbeat: a core idea that connects with people.

  • The Big Idea: What inspires you? If you are stuck, look back at the themes from Macbeth we have explored (like the cost of ambition or the power of suggestion). These themes have helped people create successful content for centuries.
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The Three-Adjective Audience: Who are you talking to? A helpful trick is to describe your target viewer using three specific adjectives (e.g., "Tech-savvy Toronto teens" or "Ambitious student entrepreneurs"). This keeps your branding and content focused.

In a Google Doc, write your statement: "I want to explore [Your Purpose] for [Your Three-Adjective Audience]."

Deliverable:

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Purpose & Audience Statement

Add your Purpose & Audience statement to your Google Doc, describing your channel's core idea and your three-adjective audience.

The Business of Creation

Even in a digital world, high-quality production takes time and resources. To keep a channel running, creators need to understand funding models. Each model comes with "strings attached": things you can or cannot say if you want to keep your funding.

Analyze how these three models might influence your content:

  1. Affiliate Partnerships: You promote a specific product (like a tech tool or a Canadian fashion brand) using a coupon code.
    • Task: Suggest 3–5 businesses that fit your "vibe." Identify one topic that might make these advertisers "uncomfortable" and cause you to pivot your script.
  2. Platform Ads: These are the ads played before your video (like on YouTube or TikTok).
    • Task: Research the average "payout per 1000 views" for your chosen platform. List the types of ads (like "takeover" ads) and explain how they might distract your audience from your message.
  3. Products and Merch: Selling your own items, digital courses, or using fan-support sites like Patreon.
    • Task: List a few products that would feel "authentic" to your brand and explain why your viewers would actually want them.

Deliverable:

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Funding Model Analysis

Add your analysis of the three funding models (Affiliate Partnerships, Platform Ads, and Products/Merch) to your Google Doc.

Form and "The Secret Sauce"

Now, let's look at the structure of your videos.

  • Timeline Mapping: Before you record, you need a chronological roadmap of your video showing what happens second-by-second. Use videos from the Competitor Research assignment as a blueprint. For three different video formats (e.g., a "How-To" guide, a "Reaction" video, and a "Deep Dive"), map out a timeline outline in your Google Doc specifying:
    • The Timestamp: When does this segment start and end?
    • The Visuals: What is shown on screen? (e.g., "Full-screen camera of me speaking," "Screen recording of a competitor's website," or "Canva graphic with key terms").
    • The Audio/Voiceover: A brief description of what you are saying or what music/sound effects are playing.
  • YouTube Chapters: Chapters divide your video into distinct segments so viewers can skip straight to the parts they need. You must outline these in your Google Doc using the standard MM:SS format. To make them work correctly:
    • The first chapter must start at exactly 00:00 (e.g., 00:00 - Introduction & Hook).
    • Timestamps must be in chronological order.
    • Keep titles short and descriptive.
    • Full Example:
      • 00:00 - Hook & Topic Intro
      • 00:30 - The Big Problem (Why this matters)
      • 01:15 - Breakdown of Strategy #1
      • 02:30 - Real-world Examples
      • 03:45 - Key Takeaways & Call to Action
  • The "Secret Sauce": What makes your favourite creators special? It is more than just the words they say: it is the pacing, the "human-ness," and the specific conventions they use.
    • Task: In your Google Doc, identify the key elements from your competitor research that you want to "borrow" for your own channel and explain why they work.

Deliverable:

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Timelines & "Secret Sauce" Analysis

Add your three video timelines (with YouTube chapters) and your competitor "Secret Sauce" analysis to your Google Doc.

Reflection Video

To complete this assignment, record a 3-5 minute video where you "talk shop" about your strategic plan:

  • Explain your chosen purpose and target audience, and why you believe this niche is viable.
  • Discuss how the different funding models might restrict or influence the content you produce.
  • Walk through your video timelines and explain how the visual design conventions you borrowed from competitor research will appeal to your audience.

Deliverable:

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Reflection Video

Record a 3-5 minute video using a combination of the Canva Free Screen Recorder (to capture your screen) and the Canva Online Video Recorder (to record yourself), and stitch them together in the timeline. Reflect on your channel plan, funding models, and design decisions.

Assessment

Pre-Submission

Before you submit, please complete the Pre-Submission Self-Assessment.

What to Turn In

  • 📤

    Your Google Doc containing your strategic plan

  • 📤

    A 3-5 minute reflection video reviewing your plan

💡 A Different Way to Learn

Async Academy courses are inquiry-based. There are no rote answer keys or multiple-choice worksheets here. You learn by exploring, questioning, and building projects you care about.

Because your discovery path is completely unique, you need a human sounding board. Enroll to submit your projects and get personalized video feedback from an Ontario Certified Teacher to guide your work.

Learning Goals

We are learning to:

  • 🎯

    Modify communication choices to effectively connect with a specific target audience

  • 🎯

    Understand how external factors, including funding models, influence media creation and messaging

  • 🎯

    Identify and apply conventions and techniques used in different video formats and digital channels

Success Criteria

I can:

  • ✅

    clearly describe the purpose and target audience for my social media channel plan

    Expectations Covered: MS3
  • ✅

    explain how different funding models influence messaging, content restrictions, and creator independence

    Expectations Covered: MS1
  • ✅

    select timelines and visual elements that align with my intended purpose and audience preferences

    Expectations Covered: MS2

Rubric

Category Level 4 Level 3 Level 2 Level 1
Knowledge/Understanding Purpose and audience are described with a high degree of clarity and thoroughness Purpose and audience are clearly and thoroughly described Purpose and audience are described with some clarity Purpose and audience are described with limited effectiveness
Thinking/Inquiring Provides a sophisticated analysis of how funding models and external factors restrict or influence content Provides a clear analysis of how funding models and external factors influence content Provides a basic analysis of funding models and content restrictions Provides a limited analysis of funding models
Thinking/Inquiring Timeline and selected elements show an expert connection to the target audience's preferences Timeline and selected elements show a clear connection to the target audience's preferences Timeline and elements show some connection to audience preferences Timeline and elements show limited connection to the audience
Application Expertly applies conventions from successful creators to develop a professional-grade channel blueprint Effectively applies conventions from successful creators to develop a clear channel blueprint Applies some conventions from researched creators to the channel plan Applies conventions with limited effectiveness
Communication Communicates the strategic plan with a high degree of organization, clarity, and professional tone Communicates the strategic plan clearly and in an organized manner Communicates the plan with some organization and clarity Communicates the plan with limited clarity
Knowledge/Understanding
Level 4

Purpose and audience are described with a high degree of clarity and thoroughness

Level 3

Purpose and audience are clearly and thoroughly described

Level 2

Purpose and audience are described with some clarity

Level 1

Purpose and audience are described with limited effectiveness

Thinking/Inquiring
Level 4

Provides a sophisticated analysis of how funding models and external factors restrict or influence content

Level 3

Provides a clear analysis of how funding models and external factors influence content

Level 2

Provides a basic analysis of funding models and content restrictions

Level 1

Provides a limited analysis of funding models

Thinking/Inquiring
Level 4

Timeline and selected elements show an expert connection to the target audience's preferences

Level 3

Timeline and selected elements show a clear connection to the target audience's preferences

Level 2

Timeline and elements show some connection to audience preferences

Level 1

Timeline and elements show limited connection to the audience

Application
Level 4

Expertly applies conventions from successful creators to develop a professional-grade channel blueprint

Level 3

Effectively applies conventions from successful creators to develop a clear channel blueprint

Level 2

Applies some conventions from researched creators to the channel plan

Level 1

Applies conventions with limited effectiveness

Communication
Level 4

Communicates the strategic plan with a high degree of organization, clarity, and professional tone

Level 3

Communicates the strategic plan clearly and in an organized manner

Level 2

Communicates the plan with some organization and clarity

Level 1

Communicates the plan with limited clarity