IMC Plan

Branding Media Production in the UNCW Department of Communication Studies

Integrated Marketing Communication Plan

Molly Jacques Leslie Tyler Josh Vester

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I. The Consumer A. Target Buying Incentive a. Product Category i. Undergraduate education in Communication Studies, specializing in video and media production. b. Group Description i. Prospective students (incoming Freshman and undecided

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undergrads), departmental transfers, parents, community members. How does this group perceive the products in the category? i. The video production classes are seen as a hands-on training experience in a practical and growing industry. The product is comprised of a video production crew that changes each semester. A loosely constructed concentration within the Communication Studies department, these crews are made up of students who learn basic skills and techniques, which allow them to create a tangible end product. ii. Currently, the consumer may not be aware of the video production focus within the Communication Studies Department. This may be due to lack of information on the website and no recognition of the subject as a formal concentration. What do they buy now? How do they buy and use the products? i. Students buy into a general education system as well as a focus on Communication Studies, where they can specialize in a variety of techniques and skills. By enrolling in the video production courses, students are able to hone their skills in production of digital video, which can be used in a variety of careers. ii. Prospective students interested in video and media production are drawn in by the Film Departments credentials. When students fail to meet the Film Departments requirements they are unable to move forward in the program, often leading students to the video production concentration of Communication Studies. Lifestyles, psychographic attitude toward category.

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Video production students are a creative group of individuals who work collaboratively and often unconventionally. They tend to be more concerned with the production quality of the work rather than content. The technology behind their production is high quality and cutting edge. f. Key group insights. i. The video production classes, both in the field and in studio formats. These are classes where students learn techniques for filming and producing video in the respective sections and produce high quality work with the knowledge they gain. g. What does the group want from the product category that they are not getting now? i. The students want a more organized and established method of presenting their work for showcase as well as more structure in terms of assistance and guidance in their major with more of a focus on video production. ii. The main desire expressed from students was a more prominent recognition of their work. Several agreed that the COM 400 Discipline Capstone could be geared towards their specialized type of work and that a showcase for their work would benefit them. iii. Dr. Bolduc expressed the notion of calling the video production students a crew and the focus group was very receptive to the idea. The general consensus is that crew sounds more professional than the term team and would express the students better. We feel that the term Media Production Crew fits very well. Target Buying Incentive: I will buy a product that _____ than any other product in the category. a. Students are more than likely to buy into the video production courses if they are interested in the production of digital video in any format and desire a career in the production field. I will buy a product that will get me ahead of others in my field, is a statement that expresses the target buying incentive. The major provides students with applicable teachings and hands on experience dissimilar from the traditional film school model. According to our focus group and interviews, many students who transfer from film to Communication Studies become frustrated with the critiques, theoretical discussions, and forms of teaching provided by the film department. Students who have an incentive to become a Communication Studies major can be fueled by the
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desire for hands-on training and a broad education of concepts in media and Communication. II. Does the product fit the group? A. The reality of the product? a. Whats in it? i. The video production classes, both in the field and in studio formats. These are classes where students learn techniques for filming and producing video in the respective sections and produce high quality work with the knowledge they gain. b. Why is it different? i. Its different because the work is extremely hands on and much of the work comes from collaboration with each other in the classes. They have a broader focus and are able to incorporate concepts learned from other courses in the Communication Studies major that benefit their work. B. How does the customer perceive the product? a. How does it look, taste, feel, etc? i. The customers see the video production classes as a way to utilize and hone their skills in relation to production of digital video, audio, and everything else related to production. While some may see it as less professional because it is a student-focused group, it still has very professional workings. C. How does the consumer perceive the company behind the product? a. As the video production courses are taught under the Communication Studies major at the University of North Carolina - Wilmington, the consumers see the school as a higher education, providing high quality, yet not perfect works. As the classes are a learning experience, the perception of inexperienced and less quality work is there. D. The naked truth a. While those who are extremely passionate about video production know the classes, as a whole the courses do not receive a great amount of attention. There is little information available on the courses, and it is very hard to attract incoming students and help to spread attention to the classes. The Communication Studies department does a fairly poor job showcasing the classes during majors fairs and only brings them up when asked specifically about them. E. Does the product fit the group? Recommendations?

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The video production crew represents the University of North Carolina Wilmington, in that it showcases the talent that develops within the university. Students at the university are creative, and often very responsive when working together with one another. The focus on collaboration within the university can be seen in the video production courses, as this is a prevalent trait in the production field. III. How will the competition affect our objectives? A. What is the network, the competitive frame? Why? a. The network is comprised of similar universities offering video production and media courses in Communication Studies. The competitive frame could also include those universities that offer video production minors or formal concentrations. b. Locally, the competitive frame involves the Film Studies Department. Competition between departments is not the goal, but a clarification between the two subjects is needed. The film department is renowned in their field and stands out amongst the majors and minors involving video and media production. c. Our group bench-marked film programs and video production disciplines within Communication Studies departments at similar four year universities. Plattsburgh State University of New York (SUNY Plattsburgh) is a four year university comparable to UNCW. Suny Plattsburgh offers a TV-Video Production concentration within their Communication Studies program. Digital Media Production and Audio-Radio Production are also offered as concentrations. d. NC State offers a Communication Media concentration within their Communication Studies department. NC State and UNCW share the same target market for prospective students and can be considered our competitors. e. Grand Valley State University, located in Allendale, Michigan, offers a combination of Film and Video Production under their School of Communications. They emphasize their studies in Animation/New Media, Documentary/Nonfiction, Cinema Studies, Fiction Filmmaking, and Sound Design. B. What do competitors communicate to the consumers? a. Competitors such as the Film Studies Department communicate their brand message via their website, teaching students to create and analyze moving images, to produce research and to make art. This is the tag-line on the front page of the UNCW Film Studies website. Film Studies communicates to their consumers that they are geared towards students looking for an art/film school experience.
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b. Film studies also utilizes its connections and reputation as a source of credibility. Through connections to EUE/Screen Gems Studios and the Cucalorus Film Festival, the Film Studies Department has established a prominent reputation. c. SUNY Plattsburgh presents a comprehensive and detailed overview of their Communication Studies program and concentrations on their website. A showcase of both students work as well as faculty work is available on the site. By providing prospective students with examples of both student projects as well as faculty productions, SUNY Plattsburgh gives students a unique perspective of the video production program through their website. d. NC State does not feature student work on their website nor do they provide as detailed information as SUNY Plattsburgh did on the concentration. Communication Media is a term that encompasses all forms of media and production such as digital audio, video production, digital multimedia, and advertising. We believe the term Media Production or Communication Media are relevant yet broad terms that could describe our department concentrations. e. Grand Valley has a very organized and informative website for their concentration in Film and Video Production. They provide a link to a student work showcase page as well as a link for the areas that are emphasized. Each area provides a separate website that includes student work that is done under that specific concentration. C. How are competitors perceived by the consumers? a. Most incoming freshman and prospective students perceive the Film Studies Department as a top ranking program for film and video production. Students assume that the Film department is the de-facto major for learning production of film and video. With Wilmingtons reputation for being the east coast Hollywood, and Screen Gems connections with the film department, the video production classes can be overshadowed even though they have regularly worked with professional clients. i. Often students do not think to look outside of what they know and the information given from the Film Studies department is more prevalent. At majors fairs and opportunities for students to meet and learn more about prospective majors, the Film Studies department is able to discuss their past experiences and achievements, while the

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mentioning the video production courses are an afterthought for the Communication department. D. How will competitors retaliate against your program? a. Competitors will be frustrated when students want to switch out of the Film Studies department and into Communication Studies because of their lack of interest with the theory and art of film. Once the video production crews website is up to date and student work is showcased more effectively throughout the Wilmington community, Film Studies will have to promote themselves and begin telling students why they should come to their department as opposed to the Communication Studies. As of the time constructing the plan, the Film Studies department has an overflow of students attempting to declare their major and have to turn away a number of them. We feel that some of these students would be better suited for the video production classes and need to be informed of the options. E. How vulnerable is the competition? From whom will we take business? a. Our main competitor is the Film Studies Department. The research that we conducted showed that many students discovered the video production classes after the switch to the Department of Communication Studies because they were unaware that video production existed in our department. It is possible that students, if given the correct and sufficient information, will gravitate towards the video production courses instead of the Film Studies major, or perhaps double major in order to receive both. Also, other North Carolina schools are considered competition and we could be the decision making factor for upcoming freshman. Once the video production website is up-to-date and showcases all they have to offer and the great opportunities that follow, UNCW will be considered greatly by those interested in video production. It is the desire of many to have UNCW become a landmark school in terms of digital media production. IV. What is the competitive consumer benefit? A. The consumer is getting a hands-on experience while being in a broad major, allowing them to focus on their choice of study. The teaching style is more collaborative with students, rather than the formal methods of teaching used in film studies. As the consumer, in this case they are the prospective students, are comparing the video production path as an option to other courses, we can see the passionate and dedicated students deciding on a path they feel is right for them. The same idea occurs for students who make the decision to attend UNCW. While there is competition for the best and brightest and which school they

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attend, it is up to the universities to demonstrate why they should buy into what they are selling. V. How will marketing communications make the benefit believable to the consumer? B. Using the proper marketing tools such as a website and social media, consumers will begin to believe that the Department of Communication Studies has a successful video production program which provides students with the latest technology and equipment to prepare them for the professional environment they will face when they graduate. Rising freshmen research college and universities based on their areas of interest. Video production does not have a website that effectively communicates the message and purpose of the program, nor does it display the work current and former students have produced so that prospective students can see what our university has to offer. It would also be in the best interests of current students to create a sample video showing themselves during class, and giving a sample of actual work to show to prospective students to show them. If we make these changes, it will be easier for students to become aware of the courses we offer and the professionalism gained in them and will be more apt to research more into the major. VI. What should be the personality of the brand? C. What unique personality will help further define the product and discretely differentiate it from the competitive frame? a. The personality of the video production crew is very representative of the University of North Carolina-Wilmington personality. It consists of a tight knit group of students who are very driven in what they do. After conducting research we found that the students are very self-motivated and are very eager to learn as much as possible with what they are given. While the video production courses focus on producing studio and field video work, they are concerned with the workings behind the camera, rather than in front. Film Studies focuses on producing works that are narrative in nature, working with directing and design that is different from the production courses. VII. Communication and Action D. What main point do you want the consumer to take away from the communication? a. The main point the consumers should take away from the communication is to consider the University of North CarolinaWilmington video production development. We have seen how the courses develop professionalism in the career sect of digital media production and we want students to see video production

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as a viable alternative to Film Studies and also a potential lifetime career in which they can be productive and successful. E. What action do you want the consumer to take as a result of the communication? a. Try product? i. We want the students to try an introductory course and meet with the professors in the classes before declaring any major to ensure that video production is the right collegiate path for them to take. Having the information about the Communication Studies major and video production pathways, along with courses that would benefit the student would be a productive method in attempting to create interest in the video production pathway. We dont necessarily want everyone to declare to be a Communication Studies major, but drawing attention to the major as a viable choice would be productive. b. Send for more information? i. Through this communication, we want the students to look for more information on the courses and what they can do with a degree in the major and what possible careers they could have if they continue with video production. We have discovered that information about the video production courses is vary scarce both on the Internet and around campus. We feel that if provided with information then students would be able to make an informed decision with their parents and would have an easier time deciding on a major pathway. c. Use product more often? i. Our main goal through this marketing communication plan is to drive more traffic to the website and social media sites in order to continue to raise awareness of the program to prospective students, current students and their parents. By illustrating through various methods and forms of advertising, the benefits of the Communication Studies major and what can be learned through the video production courses, we will be drawing attention to the pathway. We would also like for there to be more information available during advising days for students, and days where you are able to meet with departmental heads to discuss the potential of the majors. VIII. Perceptual effect

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If communication is successful, (months/years) from now the consumer will perceive the product as _________ compare to the competition. a. We hope that as the DIS by our members will continue with the communication plan, the website will be updated and available for students to showcase their work and distinguish its brand identity as its own entity within the Department of Communication Studies. By following through with the ideas laid out in this plan we will be able to brand the product in such a way that the video production courses will be a standout point for the university, an ambassador to the Communication Studies department and to UNCW as a whole. IX. Consumer Contact Points B. To most effectively reach the consumer with a believable, persuasive message, the following consumer contact points should be considered. Why? a. We should consider reaching our consumers through visitation days on campus, the University of North Carolina-Wilmington website, the video production crews website and print materials to be distributed at events. Using these tools we will be able to reach our consumer on a multitude of levels. We will deliver them information they need to know exactly what the program has to offer and what the benefits are of joining the media production crew. X. Future Research A. List types of research needed in the future to further develop the communications strategy. Why? a. We can survey alumni and prospective students to see if the website has been visited and if the message has been conveyed effectively. We could also interview students currently enrolled in the program if they found out about the video production crew via the website or visitation days etc.
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