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transcript
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2013
PUBLIC RELATIONS
CAMPAIGN
BY: JEFFREY W. JONES
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Table of Contents
Cover_________________________________________________________________________________ 1
Table of Contents__________________________________________________________________ 2
Background_________________________________________________________________________ 3-‐4
SWOT Analysis______________________________________________________________________ 5
Situation Analysis__________________________________________________________________ 6
Key Publics__________________________________________________________________________ 7
Goal___________________________________________________________________________________ 8
Objective_____________________________________________________________________________ 8
Tactics________________________________________________________________________________ 9-‐11
Budget _______________________________________________________________________________ 12
Gant Chart___________________________________________________________________________ 13
Media Kit____________________________________________________________________________ 14-‐15
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Missouri Baptist University Background
1957: Hannibal-LaGrange College opens an extension at Tower Grove Baptist Church in midtown St. Louis for 68 students taking courses for pastors and laymen.
1960: The influence of students, Baptist leaders, pastors and laymen leads the Missouri Baptist Convention to approve the establishment of a Baptist college in St. Louis.
1964: The first meeting of the Board of Trustees of Missouri Baptist College.
1967: The groundbreaking of the original 81-acre site.
1968: Almost 200 students begin classes.
1973: The first class of 29 students graduates with Bachelor of Arts degrees.
1978: The school achieves its initial accreditation from the North Central Association under the leadership of the college’s third president, Dr. Robert Sutherland.
1991 – 1995: Dr. Thomas S. Field updates buildings and focuses on securing stable resources for the college.
1995: Missouri Baptist University appoints Dr. R. Alton Lacey as University president, ushering in a chapter of the University marked by expansive growth. The same year, the college doubled its housing capacity with the opening of North Hall.
1999: Spirit of Excellence Campaign raises $10 million for the Pillsbury Chapel and Dale Williams Fine Arts Center.
2000: The University was approved to offer its first masters-level program, the Master of Science in Education. Today, the University offers seven graduate degree programs.
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2002: Groundbreaking of Dale Williams Fine Arts Center, which prompts Dr. Lacey to famously say, “This building will stand as a reminder of those who came before, who laid the foundation of this whole enterprise, and it will point to the future with great hope and faith.”
! Then Missouri Baptist College becomes Missouri Baptist University, providing a more fitting description of the institution’s increasingly important role in higher education.
2002: MBU opened its flagship building, the Pillsbury Chapel and Dale Williams Fine Arts Center. Every year, more than 100,000 visitors attend various events and performances inside the 53,000-square-foot facility.
2008: MBU began offering its first online degree program, The Master of Science in Education. Today, the University has 9 online programs and hundreds of classes.
2009: The University launched its first terminal degree program, the Doctor of Education.
2011: The University’s next chapter of residential living was unveiled with Spartan Village. Situated on the northern end of campus, the first phase of Spartan Village included the opening of The Carl and Deloris Petty Sports and Recreation Complex and modern apartment style living.
2011: Missouri Baptist University opens the Carl and Deloris Petty Sports and Recreation Complex, a state of the art, 47,000 square foot facility aimed at aiding learning and health and wellness.
2013: Missouri Baptist University replaced the baseball field scoreboard and added their 13th men’s sport by starting a football program from Scratch.
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SWOT Analysis
" Strengths-
! Seating- Lacey gymnasium, apart of the Carl and Deloris Petty Sports and
Recreation Center includes 1000 person seat electronic bleachers and a digital control system which when filled in is a notable strength.
! Sorts Information Team- The sports information director is very talented and proactive in staying current with sports information: scores, rosters, feature stories, etc., along with promoting events and communicating awareness of MBU’s involvement in the St. Louis area community
! The MBU athletic department carries 13 men’s sports with the addition of a new football program, and 13 women’s sports that compete in the NAIA Division and American Midwest Conferences.
" Weaknesses-
! Seating- Lacey gymnasium, apart of the Carl and Deloris Petty Sports and
Recreation Center includes 1000 person seat bleachers, which when not filled in is a notable weakness.
! MBU’s percentage of commuter students exceeds that of those living on campus.
! Broadcast of games does not extend beyond live streaming. ! Does not promote athletics through television media.
" Opportunities-
! Continuing a healthy professional relationship with Christian Brothers College High School to maintain the cooperative use of their stadium facility.
! Partnering with local charity organizations to keep community involvement flowing.
! Connecting with Alumni to utilize their involvement in booster clubs as a main source of funding.
" Threats-
! Loosing MBU’s Athletic Director, Tom Smith, who has played a vital role in the expansion of the athletic department, including the SRC and new football program, for any reason.
! Lack of home game fan attendance. ! Loosing contract with CBCHS to utilize their field and stadium facilities. ! Loosing relations with Alumni.
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Situation Analysis
Situation Analysis-‐ MBU Athletic Department
" The current situation the Athletic Department at Missouri Baptist University is addressing is filling the empty seats during home games.
Possible solutions:
! Increase participation in Booster Club events by recruiting more booster club members.
! Building more on-‐campus housing to increase the amount of possible
students on campus to attend games
! Provide incentives to commuter students who attend games such as a point system that builds up to premiere parking.
! Reaching out to local parents of players through media announcements.
! Push home game awareness on all media sources, newspaper, TV
commercials, Internet mobap.edu/ mbuspartans.com, and various social media platforms.
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Key Publics
! MBU Students-‐ The student body of Missouri Baptist University are our
primary Key publics. The students of MBU are the most easily persuaded and
will be the best resource for seat fillers at MBU home games.
! Parents of MBU Students-‐ Greatest influence and supporters of the MBU
student body and MBU Athletics.
! MBU Alumni-‐ Graduates and financial contributors of MBU will be our
primary target group for Bluester Booster funding, who’s large financial
contribution will help kick start the revamped booster club.
! MBU Staff/Faculty-‐ The MBU staff and faculty who build academic
relationships with MBU student on a daily basis will provide students will
display a sense of commitment to them, giving them more than just a
classroom value.
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Goal and Objectives Goal: The goal of this campaign is to raise student body attendance of every home
game at Missouri Baptist University.
Objectives-‐
" Increase attendance of MBU students at spring sport home games by 50 percent
with in the first 30 days of season openers.
" Increase student body attendance in booster club events by 10 percent within
the first week of season openers.
" Increase the number of MBU Athletics Like, mentions, and check-‐ins by 75
percent by the end of MBU’s spring sport season.
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Tactics
" Increase attendance of MBU students at spring sport home games by 50 percent
with in the first 30 days of season openers.
! To do this MBU will strongly rely on the Bluester Booster Club members and
our social media out reach, as well as radio ads, and video promos, and
team/athlete feature stories on mbuspartans.com to maintain interest for
attending home games.
" Increase student body attendance in booster club events by 10 percent within
the first week of season openers.
! Two weeks before the current semester begins MBU Athletics will heavily
advertise to students, alumni, and parents the benefits their involvement in
MBU’s Bluester Booster Club. MBU Athletics will use four advertising plat
forms: Direct mail postcard invitations, e-‐newsletter invitations and radio
advertisements, and the Bluester Booster Club Facebook Page.
# Radio-‐ One 30 second ad will air on WXOS 101.1 FM Sports Radio, KYKY
98.1 FM Hot AC, and KDS 93.7 Country. The ad will air two times a day
beginning December 15, 2013 – January 5, 2014.
# Direct Mail Postcards-‐ These invitational postcards will be addressed to
the families of students living in the United States.
# E-‐Newsletter: An invitational e-‐news letter will be sent to every enrolled
student at MBU via his or her student email on January 1, 2014.
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# Bluester Booster Club will promote it’s week long recruiting event
through its Facebook Page by posting sending event invites to as much of
the MBU community reachable.
! As the first week begins Bluester Booster Club recruitment will be promoted
through MBU’s homepage and through booths in high traffic areas on
campus. Recruitment booths will provide brochures with information about
Bluester Booster Club membership and rates.
# The first day of the Bluester Booster Event will be kicked off with dance
performances from MBU’s Spirit Squads.
# Day two will feature St. Louis’ top tailgate chefs.
# Day three will feature meet and greets with St. Louis Ram’s quarterback
Sam Bradford.
# Day four-‐ Student athletes speak on importance and impact of athletics in
their lives.
# Day five-‐ Return performances from MBU’s Spirit Squad’s
# Membership Give-‐a-‐ways
• Weekly chances to win a 5-‐Day VIP Parking Pass *For
commuter students only*
• Free hotdog and beverage at each game
• Weekly chances to win a $25 Gift Card to a restaurant of
your choice.
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♦ Details on give-‐a-‐ways will be posted to
www.mobap.edu/bluester/incentives and winners will be notified
by and option of phone, email, or text notification of their choice.
" Increase the number of MBU Athletics Likes, mentions, and check-‐ins by 75
percent by the end of MBU’s spring sport season.
! MBU Athletic Commercials will be the highlight of achieving this objective.
# 30 Second Spring Sports promo will be up loaded to the MBU Athletics
Facebook Page, the Bluester Booster Club Facebook, shown in Chapel
services on Timeline Broadcast, as well as streamed live at home games.
# Two minute Spring Sports montage will be uploaded weekly to MBU
Athletics’ Facebook Page, the Bluester Booster Club Facebook, shown in
Chapel services on Timeline Broadcast, as well as streamed live at home
games.
! New Bluester Booster member likes on Facebook will enter them for a
chance to win one of the two weekly $25 Gift Cards.
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Gantt Chart
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Media Kit
" Photos Contributed by MBU Communications and Athletic Department-‐
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! MBU Spartan Logo contributed by MBU Athletic Department
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! MBU SHINE ON logo contributed by MBU Communications Department
! Club Member 2014 graphic contributed by Jeffrey Winston Jones
! Bluster Booster Graphic with Spartan logo contributed by Jeffrey Winston Jones in cooperation with MBU Athletics