Post on 16-Mar-2016
description
transcript
2
Executive Summary 3
Situation Analysis 4
Goal & Objectives 5
Recommendations 6
Schedule 10
Budget 13
Evaluation Plan 14
Consultant Background 15
Table of Contents
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Executive Summary
Florida A&M University’s School of Journalism & Graphic Communication (SJGC) was founded in
1982 and receives high remarks regarding the high quality of its graduates. Students have won
awards from CNN, the Associated Press, the Randolph Hearst Medallion, and various other
awards for their work on multimedia platforms. The SJGC is housed in a 100,000 square foot
building which features state-of-the-art technology, including over 400 computers, numerous
lab classrooms, two television studios and a radio station. The SJGC hosts the FAMUAN
newspaper, JOURNEY Magazine, WANM-FM 90.5 radio, and FAMU-TV 20, all of which are
student-run media operations.
The school is composed of two divisions-journalism and graphic communication, which both
include eight accredited degree programs. The Division of Journalism includes instruction in
broadcast journalism, newspaper journalism, magazine journalism, and public relations. The
Division of Graphic Communication includes instruction in graphic design, photography, print
production, and print management. Both divisions include approximately 40 full-time faculty
and 600 undergraduate and graduate students.
The mission of the School of Journalism & Graphic Communication (SJGC) is to develop its
students to assume meaningful positions in journalism, public relations, graphic
communication, photography, printing, and other media-related areas. Emphasis on effective
teaching, careful academic advisement, and productivity in research and significant creative
activities are the principal mechanisms faculty use to prepare students to become skilled in
their respective areas of study.
SJGC embraces enthusiastically the University’s commitment to diversity. Indeed, recognizing
the importance of diversity is central to the mission of the SJGC. We endeavor to help shape
our students into ethically and socially responsible leaders in a global society by helping
students understand the importance of respecting the dignity of individuals and others from
different ethnic backgrounds.
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Moreover, it is the mission of SJGC to create synergy among its stakeholders—students, faculty,
staff, alumni, and supporters—that will lead to greater success for the School and those it
serves.
Situation Analysis
The FAMU SJGC needs to increase its presence at recruitment events. Through my research,
I’ve found that although there is a small presence at recruitment events, my client wants to
bring more awareness regarding its academic and extracurricular opportunities and be able to
easily attract students. At past recruitment events, my client has used a poster board with
information about the SJGC and provided old campus newspapers to students. They need to
use technology and current students to their advantage to attract potential students to their
programs.
The SJGC’s strengths are:
Accreditation
Plethora of good programs
Educated and experienced faculty
State of the art facility
The SJGC’s weaknesses are:
Missing visual presence at recruitment fairs
Missing multimedia presence at recruitment fairs
Faculty members are sometimes overwhelmed with work
The SJGC’s opportunities are:
Recruitment fairs to impact prospective students
Current students willing to speak on behalf of the SJGC
The SJGC’s threats are:
Other communication and journalism programs in Florida
Other communication and journalism programs in the United States
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Their target publics are African-American high school students, students at other
colleges, and other African-Americans ages 18-25. These publics are important because
they are the groups of students most likely to apply to FAMU.
Goal
The goal of this campaign is to gain a larger presence for Florida A&M University’s School of
Journalism & Graphic Communication at recruitment events.
Objectives
To inform 1,000 potential students about the FAMU SJGC at recruitment events during
the 2012-2013 school year.
To have at least 200 potential students sign up to receive more information about the
FAMU SJGC at the fall and spring recruitment fairs during the 2012-2013 school year.
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Recommendations
In order to inform 1,000 potential students about the SJGC and have at least 200 potential
students sign up to receive more information about the SJGC, I will increase the SJGC’s
presence at recruitment fairs. My recommendations include a special edition newspaper, SJGC
student ambassadors, handouts, recognition of distinguished alumni, a promotional video and
giveaways.
1. Special Edition Newspaper
The SJGC should utilize The FAMUAN and have the staff members print a
special SJGC recruitment edition that can be used through the 2012-2013
school year. This edition should include information about the SJGC and
the programs it offers, awards students have won, positive opinion pieces
from students on their experiences in the SJGC, a message from the new
dean and feature stories on the extracurricular activities offered in the
SJGC, like the FAMUAN, JOURNEY Magazine, WANM-FM 90.5, FAMU TV-
20 and the PRodigy Public Relations Firm. The newspaper should also
include the SJGC’s website address and there should be a PDF version
available on the website.
This special edition newspaper is a creative way to show potential
students what the SJGC can offer them, without using a standard
brochure. This will immediately attract students who are interested in
journalism, specifically. The demographics of the FAMUAN are African-
Americans, ages 18-25, so the staff writers are already experienced in
reaching our target public. Once the newspapers are printed, they can be
presented to students at recruitment fairs.
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2. SJGC Student Ambassadors
The SJGC should select 15-20 rotating student ambassadors who will be
present at recruitment fairs in business attire (or business casual,
depending on the location of the recruitment fair) to promote the SJGC
and who can answer any questions potential students may have. There
should be an email blast sent out to all students about this opportunity.
Interested students should have a minimum of a cumulative 2.7 grade
point average and should apply via email and include an unofficial
transcript. I will respond to those students who meet the requirements
and I will schedule brief interviews with each of them. They will be
required to wear business attire to the interview. I will select 15-20
students to become official SJGC ambassadors. They will need to become
familiar with the contents in the special edition SJGC newspaper, as there
talking points for the recruitment fairs will come from it.
These student ambassadors will be the face of the SJGC at recruitment
fairs. Research shows that potential students feel more comfortable
about universities when they have met a current student who attends
that university. These students will be able to relay information in a way
potential students can understand, while sharing their personal
experiences at the university.
3. Handouts
There should be handouts available on the following topics:
Division of Journalism & Graphic Communication degree
requirements
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Admissions (deadlines, requirements, orientation, and
scholarships)
Scholarship application
Each of these documents can be found on the SJGC’s website and should
be printed and distributed to interested students at recruitment fairs.
Once potential students receive these documents, they should be well
informed about the SJGC degree requirements, admission process and
scholarship opportunities.
4. Distinguished Alumni
Research shows potential students are more likely to enroll in a
university’s program if it has distinguished alumni. That’s why a
presentation board with the winners of the Thelma Thurston Gorham
Distinguished Alumnus Award should be present on the table at
recruitment fairs. The board will should have a short description of the
award and the winners’ photos with their name, graduation year, degree,
and year of winning under it. With this board potential students will be
able to see themselves succeeding with an education from the SJGC.
5. Promotional Video
A 10 minute video should be recorded and produced that showcases the
SJGC and will be shown on a laptop at the recruitment fair. The laptop
should also have speakers to increase the sound of the video. The video
should include the SJGC’s state of the art building and classrooms,
television stations, radio station, library, student organizational meetings
and events, and student and faculty testimonials.
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This video will serve as an infomercial for the SJGC and can be looped
throughout the recruitment fair. Research shows that videos at
recruitment fairs attract visual and auditory learners quickly. Once they
notice visually or auditory that a video is playing, they will be drawn into
it. This is a quick way to showcase the many opportunities the SJGC has
to offer. The video should also be posted on the SJGC’s website.
6. Giveaways
Research shows that potential students are more likely to visit a
recruitment table if there are giveaways. The SJGC should provide
giveaways to potential students that include a variety of candy and pens.
The pens should include the FAMU SJGC on them.
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Schedule
August 2012
Special Edition Newspaper
Purpose: To showcase the SJGC in a creative manner, the staff writers of the FAMUAN
will create this special edition newspaper and have it published this month.
Measure: Approximately 1,000
Cost: Free
Giveaways
Purpose: To have items to give to potential students. Pens with the SJGC name will be
ordered this month and candy will be bought.
Measure: 500
Cost: $500
Distinguished Alumni
Purpose: To display the winners of the Thelma Thurston Gorham Distinguished Alumnus
Award. Graphic designer Taylar Barrington will design this presentation board and it will
be printed by the end of the month.
Measure: 1,000 or more
Cost: $60
September 2012
SJGC Ambassador Selection
Purpose: To select 15-20 SJGC ambassadors who will represent the SJGC at recruitment
fairs and answer questions potential students may have. I will send out an email blast to
students and began the application and interview process. By the end of the month, 15-
20 students will have been selected and prepped on their talking points.
Cost: $500
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SJGC Video
Purpose: To showcase the SJGC in an infomercial that will be displayed at recruitment
fairs. The video should be filmed and produced by the end of the month by FAMU
student, and videographer Carole Cox.
Cost: $200
Handouts
Purpose: To inform students about the SJGC degree requirements, admission process
and scholarships. These handouts will be printed this month.
Cost: Free
October 2012
Fall Recruitment Fair
Purpose: To inform potential students about the SJGC. Five SJGC ambassadors will be
present to interact with students about the SJGC. The special edition newspaper and
handouts will be available, the distinguished alumni presentation board will be
displayed, the promotional video will be played and giveaways will be available at the
SJGC table.
Measure: 300
Cost: Free
November 2012
Evaluation
Purpose: To evaluate the SJGC’s promotional activities at the fall recruitment fair. I will
survey each of the SJGC ambassadors to get their feedback on the recruitment fair. They
will also submit the amount of newspapers, handouts, pens and candy that were given
away.
Cost: $25
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March 2013
Spring Recruitment Fair
Purpose: To inform potential students about the SJGC. Five SJGC ambassadors will be
present to interact with students about the SJGC. The special edition newspaper and
handouts will be available, the distinguished alumni presentation board will be
displayed, the promotional video will be played and giveaways will be available at the
SJGC table.
Measure: 500
Cost: Free
April 2013
Evaluation
Purpose: To evaluate the SJGC’s promotional activities at the spring and fall recruitment
fairs. I will survey each of the SJGC ambassadors to get their feedback on the
recruitment fair. They will also submit the amount of newspapers, handouts, pens and
candy that were given away. I will write a report of my findings and submit it to Gina
Kinchlow.
Cost: $75
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Budget
Special Edition Newspaper
Free (The newspaper will be written and 1,000 copies will be published by the staff of
the FAMUAN.)
Student Ambassadors
$300 ($25 x 12 hours of administrative work by Leslie Moore. This includes email blasts,
creating the application, reviewing the applications, interviewing students, selecting
students, notifying students of their selection, and prepping them on their talking
points.)
Handouts
Free (500 copies of each handout will be printed in-house in the SJGC computer labs.)
Distinguished Alumni Board
$60 (Graphic designer Taylar Barrington will design the board and have it printed.)
Promotional Video
$200 ($10 x 20 hours of filming and editing by Carole Cox.)
Giveaways
$500 ($450 for 500 pens to be ordered from Pens.com and $50 for assorted candy.)
Evaluation
$100 ($25 x 4 hours of campaign evaluation by Leslie Moore.)
Total Cost: $1,700
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Evaluation Plan
Surveys
After each recruitment fair, I will survey each SJGC ambassador to get their feedback on
their experience recruiting students. I will ask them how students reacted to the SJGC
table and its giveaways. The ambassadors will have a space on the survey to record
comments from potential students. I will also find out what they think can be improved
in the next recruitment fair.
Direct Observation
SJGC Ambassadors will be responsible for observing the amount of traffic that came to
to the SJGC table after each recruitment fair.
Outputs Evaluation
After each recruitment fair, the SJGC ambassadors will count the number of handouts,
newspapers, and giveaways left in order to evaluate how many potential students took
them.
Subscription Lists
The SJGC ambassadors will be responsible for getting potential students to sign an email
list for more information on the SJGC. They will count the amount of students and
evaluate how many students are interested in learning more about the SJGC.
Evaluation Report
I will write and submit and evaluation report to Gina Kinchlow in April 2013.
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Consultant Background
Leslie Moore
Leslie Moore is a spring
2012 graduate of Florida
A&M University with a
bachelor’s degree in public
relations. She is extremely
familiar with the
opportunities the SJGC has
to offer, due to her
matriculation through their
program. During her time
in the SJGC, she served as
an associate in the PRodigy Public Relations Firm, online beauty columnist for JOURNEY
Magazine, and a staff writer for the FAMUAN newspaper.
In addition to her involvement in the SJGC’s student-run media operations, she has held several
internships. She served as a campus ambassador for two years for Procter & Gamble’s ReadyU
platform, she also served as a campus representative for Black Enterprise Magazine. She was
also a marketing and editorial intern for Inspire Magazine. Moore has been published in the
Havana Herald and the Black PR Wire. She was recently selected as a fellow for the Media Sales
Institute that will be held in May of 2012.