Post on 21-Jul-2016
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CLAS Advising Center
Tracey Howell
Running&head:&CLAS&ADVISING&CENTER&PR&PLAN&& &&&&&&&&&&&&&&1&
CLAS Advising Center PR Plan
Tracey C.M. Howell
Grand Valley State University
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Table of Contents
Abstract……………………………………………………………………………………… 3 Introduction………………………………………………………………………………… 5
Secondary Research………………………………………………………………………… 9
Primary Research…………………………………………………………………………… 20
Strategies and Tactics……………………………………………………………………….. 27
Evaluation……………………………………………………………………………………. 31
Budget………………………………………………………………………………………… 33
Timeline ……………………………………………………………………………………… 35
Appendix……………………………………………………………………………………… 37
References ……………………………………………………………………………... 38
Moderator’s Guide …………………………………………………………………….. 40
Survey…………………………………………………………………………………... 41
Press Release…………………………………………………………………………….44
Logo Identity …………………………………………………………………………… 45
Social Media Banners……….…………………………………………………………. 46
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Abstract
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Abstract
CLAS Advising Center representative, Brian Eikenhout explained that the center is
currently experiencing problems with outreach. The CLAS Advising Center helps college
students with scheduling, career options and host many events that benefit its students. However,
college students lead very fast paced, day to day lives and often need to pick and choose what the
focus on. After research, it shows that social media, extended, outreach, and brand cohesiveness
are good objectives to pursue. Measurable goals to be implemented would be to increase
outreach efforts by 20% in the first 6 months, establish a brand identity across all materials, and
then finally establish a strong identity on social media over the summer months. After
conducting a survey and a focus group of students on campus the objectives were confirmed, or
altered to fit the student’s needs. Then, the necessarily plans such as tactics, strategies, budgets,
and timelines were created to show how the client could potentially implement the proposed
strategies.
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Introduction
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CLAS Advising Center PR Plan
The CLAS Advising Center is a department on the Allendale Campus that helps students
pursuing a major or a minor in the College of Liberal Arts and Sciences. The client, Brian
Eikenhout explained the situation the CLAS Advising center is currently facing, and the
problems they are experiencing with outreach. In expressing his concerns he also hopes what
can be accomplished is finding a solid, concrete method to improve outreach and have the center
become more involved in the student’s academic life.
Brian explained that over a given year they assist 10,000 to 11,00 students (B. Eikenhout,
personal communication, January 26, 2015). The center is there to help students from
enrollment all the way through graduation, and to education beyond. As their mission states,
(“Mission, Vision”, 2014) the “CLAS Academic Advising Center offers accessible, accurate,
timely, and consistent academic advising to all students pursuing majors and/or minors offered
by the College of Liberal Arts and Sciences”. In doing so, they have advisors in specified areas
of study to help students plan for the next few years of school. To further help the students, they
also host and put together events and workshops for them to attend. In these special events and
workshops advisors work with students on tasks that may not be covered easily in a short
appointment.
Their strength is many students are in tune with the advising center, and meet with their
academic advisors on site to plan classes for the following academic year. From the time that
students are able to register, the offices are always busy. They also host events that benefit
students who need to take extra tests for certifications or that are related to a student’s specific
major. Another strength is that a lot of information to answer short brief questions about minors
are readily available on their website.
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However, there are some weaknesses in the Advising Center. Promoting specific events geared
toward students has a different outcome. Their weakness is not many people come to their events
in comparison to those who come to advising. Word of their events has previously been spread
through emails to professors, who are then told to pass it on to their students. While it is a valiant
effort, the center has no control on if the professors actually rally the information off to their
students. They don’t have physical numbers or record of the students being reached. Materials
and forms that are being created aren’t appealing to students either. Also Brian mentioned that
some advisors aren’t willing to adapt to new ideas easily. They feel very traditionally that if a
student needs help, they will come to the center for help and information. Another weakness is,
social media. It’s used by the center, however social media sites are not being utilized to it’s
fullest. Overall, there are some hindering weaknesses that are affecting the center. How can they
effectively reach more students to raise awareness of their events?
The importance of this campaign is to get the CLAS Advising center in a place were it
could promote itself effectively. The department is doing a lot of work for the students at Grand
Valley, but a lot of students may not know about the work they do. The goal of this campaign is
to increase participation of the Grand Valley State University student population in the majors of
College of Liberal Arts and Sciences (CLAS) in advising and other academic events through
traditional and digital methods. To do that it is important to establish consistent brand
recognition, and further communication for the CLAS Advising Center for events and students.
Playing a more active role, and having an active presence in GVSU students’ academic careers
are ways they can improve attendance to their events. Overall, the CLAS Advising Center needs
a revamp in how they distribute some of their material. Information is not getting to the students
effectively, and the materials that are being provided are not necessarily enticing to the students.
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With a few steps the CLAS Advising Center can improve their awareness of events. By
establishing a concrete brand recognition, and maximizing outreach the CLAS Advising Center
will be in a much better condition to get students to attend their events. Measurable goals to be
implemented would be to increase outreach efforts by 20% in the first 6 months, establish a
brand identity across all materials, and then finally establish a strong identity on social media
over the summer months.
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Secondary Research
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Methodology
Research was found using the library database to lead me to several external databases.
Most that were found and used came from the database Proquest. Using the Grand Valley State
University Library’s general search articles were found that were then linked to the database.
Rather than searching specific databases that method was used because there didn’t want to be
the chance to miss important research. Also, Google search was utilized to find current relevant
articles on the subject of college students and their behaviors. Search phrases such as “college
students and advertising”, “college students and outreach”, “advising outreach”, “creating brand
identity”. “college students and academic advising” were used to find articles.
Target Audience
For the CLAS Advising Center, the target audience is college students at Grand Valley
State University. College students are in tune to what is going on online, and they have access to
the World Wide Web on their fingertips. To reach out to today’s Millennial students, it is
important that those wanting to reach them use the same technology they are using (Nelson, para.
17, 2013). A lot of college students are accessing the Internet on their phones, “I&think&the&basic&
principle,&first&of&all,&is&that&students&spend&more&time&on&their&mobile&devices&than&they&do&
literally&with&themselves,”&said&David&Yarus,&general&manager&for&Mr.&Youth,&New&York&
(Mathis,¶.&3,&&2014).&For&college&students&a&good&way&to&get&their&attention&is&online.&
Campus&life&is&no&longer&just&bulletin&boards&with&posters;&social&media&is&a&key&integral&
part&of&college&student’s&lives.&
The&reason&to&go&online&is&because&college&students&are&busier&than&ever.&“They’ve&
got&complicated&classes,&complicated&schedules&and&complicated&lives”&(Williams,¶.&8,&
2010).&With&that&busy&schedule&students&have&to&pick&and&choose&fast&what&they&are&going&
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to&invest&their&time&in.&As&Matthew&Nelson&says,&“With&college&students&one&reason&why&
they&might¬&want&to&be&attending&the&event&is&because&they&feel&like&they&know&
enough…[the&reason]¬&to&meet&with&their&advisers&is&because&they&are&“all&knowing”&and&
perceive&that&they&are&already&familiar&with&everything&an&academic&advisor&would&tell&
them”&(para.&3,&2013).&With&keys&like&mypath,&course&catalogs&and&the&school&website,&they&
feel&like&they&have&all&the&information&they&need,&and&do¬&see&the&need&to&take&time&out&of&
their&busy&day&to&schedule&and&appointment.&Other&reasons&for&the&target&audience¬&
showing&could&be&the&inconvenience&of&location&and&hours,&especially&for&commuter&
students&(Nelson,¶.&4,&2013).&With&the&busy&schedule&it’s&hard&to&find&the&time&to&make&
an&appointment&or&attend&an&event.&Students&need&to&know&that&the&event&is&going&to&be&
worthwhile.&
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Results
Outreach
Outreach is very beneficial to departments on campus. It gets the word of their
department and what they do, out there. There are several benefits that come out of outreach. For
the CLAS Advising center there could be more traffic to an event or organization. If there are
constant contacts about available services there is a higher retention and recall to the event that is
being promoted. There is a familiarity that is established, and students could feel more confident
coming forward to events that they know about, so they know what to expect.
In one study outreach was done at the University of Wisconsin to find out how a specific
method of outreach affected turnout to meetings and appointments. They had sent letters to new
students, and placed posters in busy areas throughout the campus, but weren’t getting the level of
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response they had desired. It was decided that Advisors needed to be still more visible and
accessible to a larger number of students (Stein & Spille, 1974). They soon devised a plan to
expand their outreach outside their office. First, they sought the key areas, and pathways taken
by students, and the areas where students gathered. After they analyzed the data they set up two
tables in key traffic areas. They set up eye-catching posters around the area so students were
aware of advising, and important deadlines. The advisors took the necessary steps to prepare for
their new outreach activity with the proper materials and research. As Matthew Nelson sites, “To
change student perceptions, advisors should seek to create a more inclusive, rewarding advising
atmosphere that students will want to frequent” (2013). In order to do that stepping out of the
office to meet students in their environment is going to establish the key contact between
students and advisors.
There were three main results found from holding table sessions outside of their office in
key student locations. At first there was hesitation from the advisors about leaving their offices,
it is noted that it takes a considerable amount of poise maturity and courage on the part of
advisors to leave the quiet security of their office (Stein & Spille, p. 62, 1974), and sit down in
front of students in a new and different setting. However, the main benefit with the outreach is
that the advisors had become better known, and the frequency of meetings between students and
their advisors doubled. Contact was also made at the tables with brief questions or interactions,
which they thought might not necessarily warrant an appointment, or a meeting. Many students
were lead to schedule individual appointments at a later time and that was a factor into the
appointments doubling. Second benefit was the eye-catching posters hung up around the halls
and on the tables reminded students of important deadlines, and of the advising that was around
the corner. The posters served as a visual guide of important dates that a student body may not
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remember. It is believed that this has helped to decrease normal student procrastination (Stein &
Spille, p. 62, 1974). Third benefit is that advisors have become better known and interaction
frequency takes place informally anywhere on campus that students and advisors happen to meet
(Stein & Spille, p. 63, 1974). This shows that outreach is important, because it got students who
may not normally approach an advisor in an office, to meet them halfway in a hallway. This
shows that leaving the comfort of an office and outreaching elsewhere will indeed make a
change.
At the University of Alabama at Birmingham there was a study conducted to see how
effective their extended outreach among the student population. They conducted the study
between three different areas: pre-nursing, psychology, and undeclared majors. Students were
sorted into one of two groups, outreach, or no outreach. The students with who received extra
outreach received extra reminders about advising during every fall and spring semester of
enrollment through a three-step process for a four-year period. For the students who were in an
outreach category there was an email sent to students about advising within the first couple
weeks of classes. If no action was taken, then a phone call was made by support staff to remind
the student about an advising appointment to be made. Then if no appointments were made
professional advisors would make a phone call for outreach. Students with no outreach received
no supplemental advising-outreach strategies but, like those in the outreach group, were exposed
to on campus programs (Schwebel, Walburn, Klyce, & Jerrods, p. 39, 2012). Throughout the
study they measured three areas of interest: retention, academic progress, and achievement. The
findings showed that there was no statistically significant difference in the students’ academic
progress, … although those in the outreach group did change their major more frequently that the
participants did in the no-outreach group (Schwebel et al, p. 41 2012). While there were no
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significant changes between those who had outreach, and those who had no outreach, it still
shows that frequency of contact helps bring a student into an office.
Outreach research shows that frequency of contact shows for a higher turnout, and can
lend itself, and be for more than just advising. Outreach could be applied to events put on by
departments. In doing so it can remind students of a department and its events. No matter what
the outreach is for, it is an important method to utilize to bring more people to an event and boost
attendance.
Social Media
More and more organizations and departments are flocking to social media to reach
college age students. As a department on a college campus it’s important to be apart of social
media to reach out to college students, for the CLAS Advising center this is pivotal to reaching
the target audience. As mentioned in an article by Sánchez, Cortijo and Javed ( p.138, 2013)
today’s students can be described as digital natives or members of the Net Generation: they were
born in the digital age and have been interacting with digital technology from an early age. A
multitude of consultants and other public relations professionals are advising businesses that they
can’t afford to be left behind in a world that is rapidly embracing social media (Harding, para. 1,
2010). It is only logical to communicate with this demographic on the sites they used the most.
Regarding social media the study conducted by IAB & Elogia (2012) reports that Facebook is
the most heavily adopted social networking site with 85% of social media users, Twitter is at
32% and has made some impressive gains over the last year (Sánchez et al, p. 139, 2013).
Signing up for social media is going to help move the organization forward into the digital age,
and will give more credibility as an organization.
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The benefit of having social media set up is giving the CLAS Advising Center another
outlet for communication. As David King (para. 7, 2015) mentions, “because of increased usage
of social media, social media channels are a great place… to share what’s going on…and to
reach their customers where they are ‘hanging out’”. If content is being generated on these social
media sites, there’s a chance that followers will read and respond to the content in some fashion.
It’s pivotal that this method of communications is utilized to it’s fullest.
When first joining a new site it takes time to see results from time invested in media such
as blogging, Facebook, and Twitter, but patience, and creativity pays off, and they have the
results to prove it. (Harding, para. 2, 2010). However, when posting on social media the CLAS
advising center needs to exhibit control, and make sure their posts reflect the image they want
portrayed. In his article Harding (para. 12, 2010) advises, “don’t pick the young worker in the
office that tweets and dumps it in her lap.” While a young worker may know how to use social
media, it’s up to the organization to make sure they are being represented in a good positive,
light that will generate buzz. It is a good to have an idea on what social media platform is going
to be used for what interactions, and to have a clear and concise goal for an image.
Justin Severidt, a veterinarian at Pet Doctors of America Inc., says he credits the buzz
generated from social media with helping him through the recession, “There are unwritten
rules…people don’t want overt selling” (as cited in Harding, para. 6, 2010). It’s a good idea to
reach out to the target market in other ways, to create interest in the page. It could be done with a
contest, sharing relevant information, and “behind the scenes” or employer activities that a client
may not see. Even if there isn’t a product being sold, people don’t want to see the same thing
posted over and over again. Uninteresting posts will bore followers and make them considering
going elsewhere. For Justin, they feature a “Pet of the Day” that comes into the office to engage
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potential costumers. They also provided information that could benefit pet owners, even non-
costumers (Harding, para. 7, 2010). Justin shows that social media posts do not have to be
necessarily geared towards the final product. He shows that it is also important to post other
content that will help the target audience, and to show things that relate to them to create interest.
In another instance of using social media the Southwest Baptist University compiles all
of their social media into one page. All of the accounts unify the social media, and makes it
easier for those interested to engage with the school easily. All of SBU’s official Twitter,
Facebook, Instagram, Youtube, and Google accounts are compiled together on one page; this
does not include accounts from clubs (Bicknell, para. 3, 2014). That way the accounts are clear
and unified, and since they are departments of SBU they all share the same goal. Clubs were not
apart of the page however; a likely reason could possibly be because they are students, and not
faculty. The University doesn’t know what they post, or that it is just personal between the team,
so it is not listed. In doing so SBU is establishing a solid social media identity that can’t be
misconstrued by student organizations.
Brand Cohesiveness
Brand Identity happens across all paths of communication. A company needs to be
unified and to show distinctive similarities between their print, and online communication. As
Srivastava (2011) states, “ brand identity originates from the company as [the] company is
responsible for creating a differentiated product with unique features [the] company seeks to
identify itself by differentiation.” Setting up an identity through communication is important.
Doing so will leave no confusion that the material could possibly be for another department or
organization. In print and web materials it can be done by selecting certain color schemes, using
similar layouts, even using the same font for materials. Really, a brand identity should show and
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exhibit the same look thought a variety of material that a department or and organization
disperses.
In order to link the social media accounts to each other there needs to be cohesiveness.
It’s important to use the same concept of design in each cover photo for visual cohesiveness
(Laube, para. 2, 2014). It reinforces the idea that even though they are on different sites, it is the
same company, and this is referred to as “social branding”. If the branding of social media relates
to the branding of the company and it’s print material it will reinforce the unity and togetherness,
making the branding identity stronger. Besides the visuals, the content needs to be unified as
well, “while engaging with the audience it’s advised to establish a voice that clearly defines the
culture of the department and what the represent” (Laube, para. 3, 2014). For the Advising
Center it’s important that not only the identity of social media accounts is similar, but the images
and designs need to be similar as well to establish a better brand.
In the Indian market Cinthol soap is the second most popular product in premium soap.
However it’s identity with the people is a little muddled. It first came out as a masculine soap
that offered protection from body oder. Cinthol had been a soap that was established in the
market for quite some time. Then, it was advertised as a family soap promoting freshness and
healthy skin. As time passed they wanted to start appealing more to women, and released
advertisements geared towards them. As Srivastava (2011), states, “with the fast changing times
and the growing power of today’s women, Cinthol was repositioned to appeal to the
women….who want to look fresh, confident, and attractive”. To keep up with the times they
changed their positioning on who they were appealing to, and their brand identity because of
that. They needed to evolve with the times. In order to do this they changed the look of the soap
from something that was traditionally bulky, green and brick shaped into a variety of different
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looks and scents (Srivastava 2011). In order to keep appealing to the trends and current times
Cinthol had to keep reestablishing itself. To reestablish the brand of Cinthol they changed their
brand identity multiple times and didn’t have a consistent image. In the research findings
however it did not register as a feminine soap to the public, “most of the respondents identified
Cinthol as a family soap closely followed by male soap, though the difference between the two
was not significant” (Srivastava 2011). With all the changes, there was no cohesiveness, and
while they were currently striving to be seen as a brand for females, they were not achieving that.
As Cinthol shows because of all the changes that went into their brand identity it was harder for
them to have a consistent image. It hindered how the consumers saw them, and confused them of
the product they were selling and whom it was geared towards. .
It hurts the brand because they keep changing themselves and college students don’t
know what they stand for. This rings true with any department or organization. A consistent
voice and image are important for any consumer to know whom they are dealing with.
Three things are important in getting this campaign are outreach, social media and brand
identity These methods will help to bring awareness of the department in an manageable way.
The research for these areas proves that having these key things are important in promoting
awareness. Outreach when used effectively, puts and event, idea, or a practice out in the open for
clients, and consumers. More people will know about the department and the services it offers.
Strengthening social media is also important. Utilizing social media effectively will interest the
target audience, provoking them to react. When promoting events, using social media that
already attracts the target demographic will draw attention to the event. Each social media
platform brings a new way of transmitting information to the consumers. Finally, brand identity
is key to knowing who the department is. All encompassing materials, and communications need
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to be cohesive and communicate what the department is, and what it does. There needs to be no
question who they are when someone across their material.
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Primary Research
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Abstract
What methods can be used to attract students to attend events at the College of Liberal
Arts and Sciences Advising Center? In order to delve into these methods there were surveys sent
out as well as a focus group. Originally it was thought that the social media would be the key
way to market to students. However, through Survey Monkey and the focus group, results were
gathered that show email, and social media outlets were the primary method in which students
would want sold to be reached through our events.
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Introduction
The research that was conducted is used to help gain a further understanding of how to
and effectively reach out to college students at Grand Valley State University. College students
live busy lifestyles and use several methods of communication to have information at their
fingertips. CLAS Advising Center needs to learn what methods are best for reaching students.
Narrowing down the primary methods of communication for these students will assist in future
methods of outreach. What methods can be used to attract students to attend events at the CLAS
Advising Center? The population to be studied is college students living both on and off campus
at Grand Valley State University. Males and females from the ages of 18-24 will be key contacts.
Primarily, those who are studying majors that qualifies under the CLAS Advising Center.
The importance of finding the primary methods of attracting students to events is to help
CLAS help their students do their best through events, scheduling, career advice, and resources.
The Center is there to be used as resources for students, and with this research they can learn
what methods of outreach work the best. The overall idea of impact for the research is to help
CLAS better understand the demographic that they are targeting, and to facilitate outreach
towards them more effectively. It will make their lives of the advisors easier. Advisors will know
how to stay in contact with students, and inform them of events and advising opportunities. They
will know the best method to contact students and how to facilitate more outreach that will
benefit both the students and the advisors. In turn students will use the center and utilize the
events and programs that are offered. More students will become aware of the center, and
ultimately establishing a relationship between the Advising Center and students that can be more
memorable is the goal.
Methods
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In order to collect the research needed there was a survey and a focus group that was
conducted to get the results that were needed to further the research. The analyses carried out in
both the survey and the focus groups were appropriate to gain both qualitative and quantitative
data in an easy manageable fashion. The study population of both the survey and the focus group
were Grand Valley State University students both male and female, ages 18-24. More
specifically there was an aim to target those whose major fell within the CLAS advising Center’s
jurisdiction. This particular study population is effective because it is the Advising Center’s
target audience. Getting information from the target audience is beneficial to the center because
they can turn around and use the findings to fit their needs.
Survey
The survey was conducted using the free platform offered by Survey Monkey. The site to
host the survey was chosen because of its familiarity among the target audience and it’s ease of
use. Each member pushed the survey out to the audience of Grand Valley Students though social
media and email. The goal of the survey was to reach the population of Grand Valley and get
overall feedback of method of communication and advising.
Focus Group
For the focus group individuals that fit the study population demographic from campus were
asked to participate. The focus group was predominantly male with one female attendant. The
seven focus group participants were found through group members. Notes on general opinions
were taken throughout the focus group to gather information as well as a recording that was
made to use as a reference.
Results
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After the survey and the focus group it becomes clear that students like to hear about
advising related events through email. With the survey 58% of all surveyed students preferred
emails to be the method that they hear about advising events, followed by class communication
(15%), promotional material (10%), then social media (9%). For general events email (51%) was
also cited as the primary material (24%) and word-of-mouth (10%). It shows email and social
media are very important to get the word out to college students about events. Students believe
that social media is integrated into their professionals and their personal life for social and career
oriented opportunities.
With emails the subject is the first moment to grab a student. Students site email for the
best communication between advising related materials and events. It’s a reliable communication
source that students use. What is emailed through has to be tailed to them. The subject heading
needs to be enticing enough to read. They need to be sure it’s worth their time to read the email.
One initial contact was suggested for email, so the contact isn’t overbearing or annoying.
However frequency of contact is important depending on the importance of the event. If there is
a huge event that is relevant to a lot of people, they understand if it’s pushed more. However,
emails should still only be sent out once or twice a fair amount of time before the event, and then
perhaps once the night before.
For Facebook, event information could be posted once every few days, a couple times a
week so it resonates in the students and has a higher chance of being seen. Within social meda
the point of contact should be made more often because other people in their newsfeed often
drown posts out with their own content. The materials posted should also be worth reading, and
interesting. Make it fun to read.
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It should also be noted that while not as popular the promotional advertisements around
campus did garner some attention. The repetition of the posters throughout campus can lean to
familiarity of the event that they were advertising.
Discussion
While it is sited numerous times that social media is a key way of reaching people these
days, email is primary communication that students prefer. It’s a direct contact that is being
made, and the communication won’t get lost within a newsfeed or the clutter of social media. It
is a more professional way of contact, and the events can be segmented to certain populations by
a person’s major or class standing instead of just releasing information to everyone.
However, social media is still important for contact as seen in the results to the research.
A lot of students are on social media and it’s important to have a foothold where they spend most
of their time. More and more students are using social media for academic and career oriented
aspects of their life, rather than just using it for social purposes.
Alternative ideas could be to distribute posters and other promotional material. Those
who did attend the focus group did say that the repetition of the poster around college campus
draws attention to the event itself.
Strengths of the research were the preparation for the survey. Weaknesses that factored
into the research were the sample size gained from the survey. A heavy majority of those who
took the survey where juniors and seniors, if more freshman and sophomores were to take the
survey, there would be more confidence in the results that are supposed to represent Grand
Valley State University as a whole. Also, a goal of 100 completed surveys fell shy with only 77
responses. Preparation for the focus group also fell short, as there was confusion of when the
group would actually take place. It was also difficult to coordinate schedules of both the
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participants and the group members. In the actual focus group there was only one female present
when ideally there should have been a mix of both male and females.
For further research it would be best to conduct a focus group that had an equal
representation of students across campus, as well as having opinions of those who live both on
and off campus, as well as commuter students. Opinions did not differ much but is important to
have opinions from different types of students for a well-rounded group.
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Strategies and Tactics
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Strategies and Tactics
Objective)1:)Social)Media)
) Strategy:)A good thing before jumping into the social media bandwagon is to develop a
strategy for posting. Sharing a variety of information relating to Grand Valley State University
and the CLAS Advising Center is going to give the students useful information to help them in
their day-to-day schedules and career goals.)
Tactic:)To do this sharing a mix of relevant links, blog post and engaging content to
share on Facebook and Twitter is the tactic to follow. Coming up with a category of posts, and a
strategy of when to post them is a good place to start. For example, two posts a week about jobs,
3 posts a week about relevant news or school events, and one post a week that is fun. If there is a
consistent list, geared towards college students, it is a good foundation for a variety of posts.)
) Strategy:)Hold a contest to draw attention to Facebook and twitter pages.)
Tactic: At the beginning of the year, transitions, or orientation is being held have a small
giveaway. Something as easy as mentioning to students that liking or following social media
accounts enters them into a contest is a quick engaging activity. A press release can also be
released to the Lanthorn to promote the contest.
Strategy: Shared Posts and retweets on social media accounts such as twitter and
Facebook.
Tactic: Collaborate with other Grand Valley social media accounts. Get other accounts to
retweet or share important twitter and Facebook posts regarding important dates. Utilizing the
accounts everyone follows such as the Grand Valley on facebook and twitter and others such as
the 20/20 desk, Student Life, and the Lanthorn social media accounts.
Objective 2: Brand Cohesiveness
CLAS&ADVISING&CENTER&PR&PLAN&& & 29&
Strategy: Creating a logo to reflect the new identity.
Tactic: Use strictly type for the logo and have it reflect the new identity. Institutional
Marketing does not allow departments on campus to have shapes or images as a part of their logo
as it could potentially mess up with the identity of Grand Valley as a whole. Enlisting a designer
at the Promotions Office who know these guidelines will be effective as they have training in
graphic design, and can create an appealing logo.
Strategy: In redoing their branding, CLAS Advising Center will reach out to other
departments, and college students, and reach out to them more effectively. As with social media
sites, brand unity should be across all platforms of communication, such as flyers, forms and
electronic media. With a new cohesive brand, students and professors will be willing to take the
center more seriously. The reputation of the center will experience a boost with increased
awareness by establishing a new identity.
Tactic: Utilizing the graphic designers at the Promotions Office would be a very
beneficial way to lay the basic framework for an identity. At the Promotions Office with Student
Life, designers work there making materials for events and create print material such as
brochures, posters, and even novelty items. If used for a creation of an identity, marketing to the
Target Audience would be easier, because the graphic designers there are part of the target
audience. They have a good understanding of design, and they also know what college students
like, and what they look for. With the elements from the identity that they create, advisors from
the center can use and borrow from it on future forms and promotional materials.
Strategy: Working on website and social media, unifying them together.
Tactic: Implementing the brand identity, and showing off the colors or the type
throughout the website will help unify and bridge the gap between print, web and social media
CLAS&ADVISING&CENTER&PR&PLAN&& & 30&
materials. While a photo of all the advisors is a really nice thing to show on the cover perhaps a
slide show of images would suite the homepage better. That way the image of the advisors cold
still be seen, but the brand identity could also be played out, along with slides for possible events
that are coming up, that can be showcased.
Objective 3: Outreach
Strategy: Leaving the office and setting up tables elsewhere to reach out to the students.
Tactic: Key locations like Kirkhof, and other high traffic areas could be utilized. Setting
up a table and being available to students to answer quick questions, or refer them to later
appointments is establishing the basic contact.
Strategy: Participating in Campus Life Night as a method of outreach.
Tactic: Participating in Campus Life night will let a lot of students know about the
center. It’s one of the biggest events at the beginning of the year. Having a small takeaway with
contact or being able to answer basic questions any student has at the beginning of the year is
also going to establish the first initial contact. Also, if there are any events that are coming up,
advertising them then, or having small pluggers about the event can also draw student’s
attention.
Strategy: Sending out emails to notify and remind students about events and other
potential CLAS related news.
Tactic: Sending out emails will establish the initial contact with students. For events it
can serve as a reminder that an event is coming up. It won’t get lost in a newsfeed like Facebook
statuses eventually will. It can stay in someone’s inbox to serve him or her as a personal
reminder. Sending out an email a few weeks before the event and the day before is a great way to
remind students about events.
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Evaluation
CLAS&ADVISING&CENTER&PR&PLAN&& & 32&
Evaluation
Objective 1: Measurable goals to be implemented would be to increase outreach efforts
by 20% in the first 6 months.
Evaluation method: Compare attendance methods before the implementation of the
tactics and strategies and after. If there is a boost in appointments and event attendance and
general contact with the CLAS Advising center is experiencing a positive turnaround. Also,
having a survey to see how students are reacting to the outreach methods at the end of the
semester would also be valuable, to confirm a positive outcome, and establish areas for
improvement.
Objective 2: Establish a strong identity on social media over the summer months.
Analyze the accounts from the 2014-2015, and the 2015-2016 school year. Is there more
activity on the pages? A survey will be conducted that shows screenshots and images from
before and after the social media revamp. If people are drawn towards the new materials created
it will clearly show that new materials are working. Also if there is more activity on the pages it
will show by evaluating the activity on the Facebook and Twitter timelines.
Objective 3: Establish a brand identity across all materials for the CLAS Advising
Center.
Evaluation Method: Test how the materials are received through a survey. Show old and
new materials and ask students to compare and contrast materials are created. If students identify
the new materials and respond to them positively over the old materials the brand identity
revamp is establishing a better connection with students.
CLAS&ADVISING&CENTER&PR&PLAN&& & 33&
Budget
CLAS&ADVISING&CENTER&PR&PLAN&& & 34&
Objective 1: Social Media
Item Cost
2 $25 Gift Cards One for Twitter, and one for Facebook
$50
Total= $50 Objective 2: Brand Cohesiveness
Item Cost
CLAS Logo Creation Approximately 4 hours of design time
$70
Materials for Identity Approximately 4 hours of design time
$70
Total = $140
Objective 3: Outreach
Item Cost
Campus Life Night Registration $0
500 buttons With an estimated 2 hours of design time
Buttons at $.46 each = $230 Design Time = $40
=$270
400 Color Pluggers With an estimated 2 hours of design time
Printed Color Copies = $15 Design Time = $40
= $55 Total = $325
CLAS&ADVISING&CENTER&PR&PLAN&& & 35&
Timeline
CLAS&ADVISING&CENTER&PR&PLAN&& & 36&
CLAS&ADVISING&CENTER&PR&PLAN&& & 37&
Appendix
CLAS&ADVISING&CENTER&PR&PLAN&& & 38&
Appendix A
References
Bicknell, S. (2014, Sep 12). Flat bearcat contest becomes part of university's social media
outreach plan. University Wire Retrieved from http://search.proquest.com.ezproxy
.gvsu.edu/docview/1645931835?accountid=39473
CLAS Academic Advising Center (Mission, Vision, and Values) http://www.gvsu.edu/
clasadvising/ mission-vision-and-values-61.htm
David, L. K. (2015). Why use social media? Library Technology Reports, 51(1), 6-9,2.
Retrieved from http://search.proquest.com.ezproxy.gvsu.edu/docview/
1646465090?accountid=39473
Harding, A. (2010, Apr 08). Get strategy before you get social. Florida Times Union
Retrieved from http://search.proquest.com.ezproxy.gvsu.edu/docview/414640250?
accountid=39473
Laube, B. (2014). The importance of brand cohesiveness across social media.
ImageSource, 16(5), 23. Retrieved from http://search.proquest.com.ezproxy.gvsu
.edu/docview/1524722650?accountid=39473
Mathis,&E.&(2014,&April&8).&Reaching&college&students&on&mobile&requires&innovation.&Mobile
' Marketer.'
Nelson,&M.&(2013,&February&14).&The&Unreachable&Student:&Techniques&and&Strategies&to&
& Increase&the&Influence&of&Academic&Advising.&Retrieved&March&9,&2015,&from&http://&
CLAS&ADVISING&CENTER&PR&PLAN&& & 39&
& dus.psu.edu/mentor/2013/02/unreachabledstudentdtechniquesdinfluenced
& advising/
Schwebel,&D.&C.,&Walburn,&N.&C.,&Klyce,&K.,&&&Jerrolds,&K.&L.&(2012).&Efficacy&of&Advising
& Outreach&on&Student&Retention,&Academic&Progress&and&Achievement,&and
& Frequency&of&Advising&Contacts:&A&Longitudinal&Randomized&Trial.&NACADA'Journal,
& 32(2),&36d43.
Srivastava, R.K. (2011). Understanding brand identity confusion. Marketing Intelligence
& Planning, 29(4), 340- 352. doi:http://dx.doi.org/10.1108/02634501111138527
Stein,&G.&B.,&&&Spille,&H.&A.&(1974).&Academic&Advising&Reaches&Out.&Personnel'&'Guidance'
' 'Journal,&53(1),&61.&
Williams,&G.&(2010,&September&24).&Five&Tips&for&Marketing&to&College&Students.&Retrieved&
& March&9,&2015,&from&http://www.businessinsider.com/5dtipsdfordmarketingdtod
& collegedstudentsd2010d9?op=1
CLAS&ADVISING&CENTER&PR&PLAN&& & 40&
Appendix B
Moderator Guide Introduction 1. Hi my name is Tawwney, I will be your moderator today 2. The purpose of this discussion will be to address student engagement and advising center awareness among Grand Valley 3. We are with CAP 220, Fundamentals of Public Relations and we are conducting this focus group to fulfill requirements for a class campaign. Ground Rules 1. This session will last around 30-45 minutes 2. This session will be voice recorded for our reference 3. Notes will also be recorded during this focus group 4. Observers will also be present during this session 5. There are no wrong answer or opinion 6. We do expect everyone participates in discussion 7. Participation is appreciated and voluntary, that being said you can leave at any given time without penalty 8. Are there any questions before we begin? Background 1. Names, Year, Major 2. Quick Game 1) Are you familiar college of liberal arts and science advising (CLAS)? If yes, what do you know about it and how did you hear about it? 2) What do think an academic organization can do to effectively get their message out to increase student participation for various events they host? 3) What sorts of information do you seek to gain from GVSU social media pages? 4) What do seek to get out of an advising appointment? 5) What methods of communication do you pay most attention to on campus? (Email, banners, flyers, word of mouth) 6) When looking to social media for information on events, how often should a department post information about that particular event without it being annoying? 7) When you receive an email from an academic organization what do? Do you open it or just base it off of the subject of the email or open it and no read it?
CLAS&ADVISING&CENTER&PR&PLAN&& & 41&
Appendix C
Primary Research Survey
Research Objectives: 1. What type of social media outreach methods appeal to the target audience? 2. Define the benefits of the College of Liberal Arts and Sciences Academic Advising Center that best appeal to the target audience. 3. Define the best methods of spreading awareness regarding upcoming events and on-campus organization news. Introduction: Hey Lakers, We are conducting a survey for CAP 220, Fundamentals of Public Relations. We are seeking information that will help us get a better idea of student engagement and advising centers relations. Please take a few minutes to fill out this short survey! We appreciate your input!
1. What College does your Major fall under? a. Community and Public Service b. Education c. Health Professions d. Interdisciplinary Studies e. Liberal Arts and Sciences f. Nursing g. Engineering and Computing h. Business i. I don’t know
2. What is your class standing?
a. Freshman b. Sophomore c. Junior d. Senior
3. When seeking guidance from an advising center, what topics do you value most?
a. Scheduling b. Major/Minor c. Career resources d. Other ___________________
CLAS&ADVISING&CENTER&PR&PLAN&& & 42&
4. How would you prefer to find out about advising related events and information? a. Friends and peers b. Social Media c. Orientation and Promotional events (Campus Life Night) d. Promotional material (Print ads, etc.) e. Class communication (Professor/student announcements, Blackboard) f. Org Sync g. Other (Fill in the Blank)
5. On which platforms do you typically find information regarding upcoming events?
a. Email b. Social media c. On-campus advertising d. Online events calendar e. Word of mouth f. Other (Fill in blank)
6. How likely are you to read an event invitation from an on-campus organization?
a. Very likely b. Likely c. Unlikely d. Very unlikely
7. What incentives motivate you to attendent events? (mark all that apply)
a. Free food b. Giveaways c. Availability d. Locations e. Guest speakers f. Extra Credit? g. Other (Fill in the Blank
8. What is your preferred social media platform?
A. Facebook B. Twitter C. Instagram D. Vine E. Snapchat F. MySpace
9. What types of on-campus departments do you follow on social media? (Mark all that apply)
a. Sports b. Academic c. Entertainment d. Social
CLAS&ADVISING&CENTER&PR&PLAN&& & 43&
e. None 10. How often do you check personal social media accounts?
A. Over ten times a day B. Less than ten times a day C. Once a day D. A few times a week E. A few times a month F. A few times a year G. Never
CLAS&ADVISING&CENTER&PR&PLAN&& & 44&
Appendix D
Press Release
April&30,&2015&CLAS&Advising&Center&616d331d2495&clas@gvsu.edu&&
&CLAS&Advising&Center&Announces&Contest&
&&
FOR&IMMEDIATE&RELEASE&&&
&Allendale&Michigan&–&CLAS&Advising&Center&will&hold&a&contest&for&a&$25&gift&card&to&Meijer,&which&will&be&available&to&students&win&starting&in&May&2015.&&The&CLAS&Advising&Center&on&Grand&Valley&State&University’s&campus&is&hosting&a&contest&with&the&prize&of&a&$25&Meijer&gift&card.&In&order&to&enter&this&contest&all&a&student&has&to&do&is&like&the&CLAS&Advising&Center’s&Facebook&page.&The&contest&will&run&over&the&summer&months,&during&orientations&and&will&end&after&Campus&Life&Night.&The&winner&will&be&announced&the&next&day&on&Facebook.&&&&
***&&
CLAS&ADVISING&CENTER&PR&PLAN&& & 45&
Appendix E
Logo Identity
CLAS&ADVISING&CENTER&PR&PLAN&& & 46&
Appendix F
Social Media Banners Facebook:
Twitter:
CLAS&ADVISING&CENTER&PR&PLAN&& & 47&
Tracey Howell
howellt@mail.gvsu.edu
April 21, 2015