CLAS Advising Center PR campaign

CLAS Advising Center

Tracey Howell

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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


Abstract


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.


Introduction


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.


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.


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.


Secondary Research


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,&para.&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,&para.&8,&

2010).&With&that&busy&schedule&students&have&to&pick&and&choose&fast&what&they&are&going&


to&invest&their&time&in.&As&Matthew&Nelson&says,&“With&college&students&one&reason&why&

they&might&not&want&to&be&attending&the&event&is&because&they&feel&like&they&know&

enough…[the&reason]&not&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&not&see&the&need&to&take&time&out&of&

their&busy&day&to&schedule&and&appointment.&Other&reasons&for&the&target&audience&not&

showing&could&be&the&inconvenience&of&location&and&hours,&especially&for&commuter&

students&(Nelson,&para.&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.&

&

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


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


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


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.


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


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


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


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


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.


Primary Research


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.


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


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


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.


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


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.


Strategies and Tactics


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


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


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.


Evaluation


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.


Budget


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


Timeline



Appendix


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://&


& 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


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?


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 ___________________


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


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


Appendix D

Press Release

April&30,&2015&CLAS&Advising&Center&616d331d2495&[email protected]&&

&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.&&&&

***&&


Appendix E

Logo Identity


Appendix F

Social Media Banners Facebook:

Twitter:


Tracey Howell

[email protected]

April 21, 2015

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CLAS Advising Center PR campaign

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