Azzurri

Gaylord College of Journalism and Mass Communication

395 W. Lindsey St.
Norman, OK 73019
December 8, 2014
To University of Oklahoma in Arezzo Staff:
Today we are thrilled to present a comprehensive booklet of our findings and recommendations
for OUs Arezzo program titled OU in Arezzo: Proven Messages for a Premiere Program by
Azzurri.
We, the agency members of Azzurri, would like to express our gratitude for the opportunity to
research and prepare this campaign working to increase study abroad interest on-campus as well
as encouraging an increase in the programs attendance within the coming years. We would like
to especially thank Dr. Rebecca Cruise, Kirk Duclaux and Bridgitte Castorino for providing us
with the information and communication necessary to survey OU Arezzo alumni and formulate
a long-term campaign for the advancement of the program. Lastly, we would like to thank Dr.
Tsetsura for guiding us through our research and campaign planning. We thoroughly appreciate
your time and we have been delighted to work with all of you this semester.
Sincerely,

Mackenzie Duffy

Tyler Mahoney

Anna Restuccia

Dea Pennington

Mary Morton

CAMPAIGN EXECUTIVE SUMMARY

Azzurri Public Relations is made up of five public relations students at the University of
Oklahoma in Dr. Tsetsuras PR Campaigns course in the fall of 2014. Azzurri did extensive
research on behalf of OU in Arezzo and created a series of key messages and tactics that the
client can use to further their goals and lay the foundation for a successful future.

After a thorough assessment, Azzurri decided its goals for the first phase of the campaign would
be to compile an extensive research report with a thorough profile of the typical OUA student,
and to create and test a series of key messages with which OUA can use in their future
endeavors.

The goal of the secondary research was to establish a basis of existing research related to the
client, as well as create a baseline for traditional and social media measurement. The researchers
reviewed over fifteen peer-reviewed articles, did a thorough environmental and competitionfocused national scan, and completed an analysis of traditional and social media. Most notably,
it was discovered through this process that almost all of the existing media coverage of OUA
was owned media, and there is very little interaction via social media channels.

The goal of the primary research was to uncover motivations of students from the University of
Oklahoma who have previously participated in the OU in Arezzo study abroad program. The
researchers worked to construct a thorough demographic and psychographic profile of the

typical OUA student and constructed an analysis on parent involvement in the study abroad
process. The researchers, guided by a series of four key research questions, found:

The three most important factors to OUA alumni when they chose to study abroad were
safety, personal growth, and overall convenience.

There is a strong and positive correlation between respondent parents learning more
information about OUA and the parents feeling more comfortable with their students
attending the program

70% of OUA alumni agreed that studying abroad increased their independence and selfconfidence.

OUA alumni are outgoing and highly engaged technologically through their social media
channels

The average OUA student is a white, upper-middle class female between the ages of 21
and 23. They chose to study abroad during the first semester of their junior year and
primarily finance their education through a combination of scholarships, loans and
grants.

At the request of the client, the team did an additional round of primary research specifically
targeting students who are not typically involved in studying abroad. The client identified these
groups as men and minority groups. The team created a survey with research questions directly
mirroring those of the initial research in order to enable a direct comparison between the new
(male and minority) publics and the control public (OUA alumni). Through this research, it was
found:

Minority student respondents listed parents and family as the least-impactful

influencer in their decision to study abroad

The number one concern of minority student parents about studying abroad is
finances

Minority students report a significantly higher score when asked about the
effectiveness of social media marketing

100% of minority students reported interest in studying abroad, but only 68%
had heard about the program

After meeting with the client and gaining approval to move forward with the proposed plan, the
researchers set out to test a series of ten key messages, derived from the original research report.
These messages were tested via focus groups and interviews of three key demographics white
females, males and minority students. These focus groups were demographic-exclusive and set
out to determine the messages that most deeply resonated with each group. The team determined
three messages that most deeply resonated with the groups and created a set of short-term, midrange and long-term tactics for the client to implement under these strategies. They were:

Message 1: Experiencing Italy (most deeply resonated with white females)

o Short-term tactic Branded travel gear
o Mid-range tactic Presentations during sorority recruitment
o Long-term tactic Campus Activities Council study abroad trip (similar to PLC,
PCS)

Message 2: OU learning in a different setting (most deeply resonated with males and
minorities)
o Short-term tactic strengthen OUA Ambassador program
o Mid-range tactic professional development program at OUA that feeds into
OUA Ambassadors
o Long-term Tactic Recreation and intramural programs

Message 3: Studying abroad with OUA is hassle-free (most deeply resonated with males
and minorities)
o Short-term tactic strengthen parent information on website
o Mid-range tactic OUA commercial
o Long-term tactic Send a student to OUA for free as a case study, publicity
opportunity

RESEARCH REPORT
Executive Summary
The goal of this research was to uncover motivations of students from the University of
Oklahoma who have previously participated in the OU in Arezzo study abroad program. In
addition, the researchers focused on creating a thorough demographic and psychographic profile
of the typical OUA student, and constructed an analysis on parent involvement in the study
abroad process. In order to accomplish this, the researchers conducted three different types of
research. The first method was extensive secondary research that included a traditional media
and social media search. Secondly, the researchers created a 27-question survey that yielded 90
responses from OUA Alumni. A series of 12 one-on-one interviews were conducted by the
researchers in order to receive more in-depth responses. Lastly, after hearing client feedback,
the team conducted an additional survey of male and minority students to compare results
against the key publics. Based on the insights conducted from this research, the researchers
developed several key recommendations that can inform the OUA staff and help shape future
marketing efforts. The researchers found:

The three most important factors to OUA alumni when they chose to study abroad
were safety, personal growth, and overall convenience

There is a strong and positive correlation between respondent parents learning more
information about OUA and the parents feeling more comfortable with their students
attending the program

70% of the OUA Alumni who participated in the study agreed that studying abroad
increased their independence and self-confidence. OUA Alumni are outgoing and
highly engaged technologically through their social media channels.

The average OUA participant is a white, middle class female between the ages of 21
and 23. They choose to study abroad during the first semester of their junior year and
primarily finance their education through scholarships and grants.
Secondary Research Overview

The researchers utilized several strategies during the secondary research process to ensure a
thorough analysis of the data. These strategies included an examination of the organizational
context through an in-depth analysis of existing traditional and social media sources, peerreviewed articles and the existing strategic plan provided by the client. The combination of these
key areas allowed the researchers to see and analyze the full scope of existing research relevant
to the client. The researchers reviewed over fifteen peer-reviewed articles and determined the
four most relevant sources to be included in this report.
Through the traditional media and periodical search the researchers utilized EBSCO, Google
News and Lexis Nexus to scan articles from the most relevant time period (2012-2014) through
a series of key phrases most likely to return relevant results for the client (Arezzo AND OU,
Arezzo AND Oklahoma, Arezzo AND Study Abroad).
The social media and conversation search and analysis showed the researchers the breadth of
OUAs online presence through social media and online news sources. The researchers utilized
three of the leading social media monitoring tools SocialMention, Google Blog Search and
Boardreader, to monitor key phrases (Arezzo AND OU, Arezzo AND Oklahoma, Arezzo AND
Study Abroad) over the last five years.
Throughout the research process the team has found there are several key points that can be
used to shape the future of the OUA. The primary issue is the summer numbers are high and
their fall and spring numbers are low, indicating there is a clear disconnect between students and

attending the semester and year-long programs. From a media standpoint, there is a very limited
overall presence, and the vast majority of relevant content is owned media. In addition, the key
findings from the peer-reviewed articles suggested that millennials love for free items, savvy
apps, new, engaging information and stimulating conversation and are inclined to participate in
events that contribute to positive changes and experiences in their lives.
Primary Research Overview
The researchers conducted primary research in both quantitative and qualitative forms
throughout the research process. The quantitative research was conducted in the form of a
Qualtrics-hosted online survey that answered four key research questions established by the
researchers after conducting the secondary research. The four research questions were:
Research Question 1: What made former OUA students choose OUA over other
study abroad programs?
Research Question 1: What are key parental concerns?
Research Question 1: What is the demographic profile of OUA participants?
Research Question 1: What is the psychographic profile of OUA participants?
The survey was sent to OUA alumni via email sent by the client and distributed via snowball
sample among the respondents. There were 90 completed surveys.
The qualitative research was conducted in the form of a one-on-one interview between a
member of the research team and an alumnus of OUA. The alumni volunteered to participate in
the interview process through the same email that the client went to all OUA alumni. The
researchers conducted interviews until they reached a distinct level of saturation. There were 12
completed interviews.
SECONDARY RESEARCH

Academic Peer-Reviewed Research Analysis

International experience is now one of the most important components of a 21st century
education. Globalization is demanding students to acquire knowledge of other countries and
cultures and be able to communicate in more than one language. Education is key for
professional development and growth. In order to build inclusive and prosperous communities
in universities, OU students must possess knowledge, skills, and cultural understanding that can
transcend the borders of this interconnected world. Study abroad experience can play a critical
role in developing the global mindset needed to balance local and international challenges.
Studying in another country opens students eyes to a new way of thinking about the world,
inspiring a more informed approach to problem-solving in cross-cultural contexts.
Best Practices and Benchmarks
It is becoming a trend for American research institutions such as the University of
Oklahoma to host branch campuses in international locations. Only OU, Gonzaga University
and Johns Hopkins University have satellite campuses in Italy. Within the Big 12 Conference
only one other university has a satellite campus in another country. Texas Tech University has a
satellite campus located in Seville, Spain that they established in 2005. The campus hosts about
300 students throughout the year. Another university that used to be in the Big 12, Texas A&M
University, has a satellite campus in Qatar that it established in 2003.

Traditional Media/Periodical Search and Analysis

The majority of content found in Azzurri s traditional media search highlighted funding for
University of Oklahomas Arezzo monastery. These articles were most likely based off of press
releases from the University of Oklahoma. The other articles highlighted an OU Arezzo
documentary and recognized its resident staff. All of the traditional media sources found in

Azzurri s search were positive; however, there was not much earned media related to the
subject. While there were 42 search results containing Arezzo and OU, Arezzo and
Oklahoma and Arezzo and Study Abroad, only 6 articles actually pertained to the clients
OUA study abroad program.
All traditional articles regarding OUA are neutral or positive, which promotes a positive image
of OUA to audience. However, there are only 6 traditional media articles highlighting OUA in
the past 2 years, which is an insignificant amount of information in todays cluttered media
space. OUA has an opportunity to better promote its program on traditional media channels.
Conversational/Social Media Search and Analysis
The social media conversation regarding OU in Arezzo was similar to the traditional
media search in that returned results were limited and many of the outlets were owned by the
client. While there were a few sources that had OU in Arezzo, the majority of the results did not
provide any major insights to the client, but rather just had the words OU, Oklahoma, or
Arezzo somewhere in the text. The team has found that the peer-reviewed and periodical
searches proved to be more valuable, due to the fact that the vast majority of results returned
throughout the social media and conversation search were from owned media outlets.

With less than one average mention per day, many of which not directly related to the
client or hosted on owned channels, the researchers do not feel that social media and an internet
conversation analysis has returned a significant amount of valid, relevant information. The
researchers do, however, feel that there is great opportunity for growth within the social media
and internet sector and plan to utilize this resource throughout the campaign planning process
and ultimately get more students studying abroad at OUA.

Primary Research
Goals of the Primary Research
The goal of this research was to uncover motivations of students from the University of
Oklahoma who have previously participated in the OU in Arezzo study abroad program. In
addition, the researchers focused on creating a thorough demographic and psychographic profile
of the typical OUA student, and constructed an analysis on parent involvement in the study
abroad process. To accomplish this, the researchers conducted a two-step primary research
process. The first step consisted of an online survey that was taken by 90 OUA alumni. The
second consisted of twelve one-on-one interviews. Both provided valuable research insights for
the client. The researchers established four guiding questions that provided the framework for
the quantitative and qualitative research methods:
Research Question 1: What made former OUA students choose OUA over other
study abroad programs?
Research Question 2: What are key parental concerns?
Research Question 3: What is the demographic profile of OUA participants?
Research Question 4: What is the psychographic profile of OUA participants?

Research Question 1: What made former OUA students choose OUA over other study
abroad programs?
The researchers found that safety is one of the most important factors to students. OUA
offers a safer environment because it is so close linked to the university here in Norman. The
staff that students interact with is from OU and has a direct line to contacting the staff here in
Norman, which is comforting to students. The small town atmosphere is also a source of

comfort for students. Knowing that Arezzo is small and not full of tourists is a positive for
students who are looking to branch out but not fully be out on their own yet.
Personal growth was also a reoccurring theme within students answers. Some students
wanted to branch out on their own and learn more about themselves by being in a different place
from their friends and family. Other students wanted to better their resumes by traveling and
gaining a more global view of the world. They found that the internship opportunities were
beneficial to them in accomplishing this goal. Another reason was students simply wanted to see
Italy and parts of Europe and learn more about other parts of the world. Whatever the specific
reasons each student had they all felt like going to OUA would improve themselves in some
way and that they would be better after attending OUA.
The third theme the researchers found was that convenience was a major factor in
students decision to attend OUA. Students found that affordability in comparison to other
programs was a major pro for OUA in their decisions making process. They also thought that
not having to worry about their credits transferring was also a positive. Students found that
being taught by OU professors and taking the exact same classes that are taught at OU eased
their minds when they worried about the education part of their study abroad experience.
Student found that these reasons helped them overcome obstacles that students usually face
when studying abroad.

Research Question 2: What are key parental concerns?

The interviews revealed that parents were concerned about specific issues before learning more
information about the OUA program from their children. All parent concerns were eased after
students relayed OUA program information and OUA staff contact information to their parents

after attending study abroad sessions. This shows a strong correlation between parents learning
more information about OUA and likelihood of parents to be comfortable with their children
studying at OUA.

Research Question 3: What is the demographic profile of OUA participants?

Based on the results produced from the surveys collected, the researchers were able to conclude
a variety of things. First, the researchers found that the vast majority of students who have
studied at OUA have been predominantly white, middle-class females, ages 21-23. Additionally,
the average OUA participant has traveled outside the United States at an average of five times
for at least one week at a time. The researchers also discovered that most students decided to
study abroad and attend OUA during their junior year of college. An overwhelming statistic
was brought to attention that 81 percent of the participants pay for their schooling through
scholarships and/or grants. Lastly, after review it was concluded that the bulk of the majors of
the participants belonged to three colleges with the exclusion of engineering: The Colleges of
Arts and Science, Journalism and Mass Communication, and International and Area Studies.

Average OUA Student

79% White
83% Female
75% 21-23 years old
# of Times Traveled Outside the U.S.
1: Lowest
20+: Highest
5: Average
Classification of Studying Abroad
47% Decided Junior Year
62% Went Junior Year

Finances
$100,000-$150,000 Avg. Family Income
81% Receive Scholarships and Grants
Length of Trips
7 Days: Shortest
3 Years: Longest
1.5 Months: Average
Bulk of Majors (Excluding Engineering)
College of Arts & Sciences
College of Journalism and Mass Comm.
College of International & Area Studies

Research Question 4: What is the psychographic profile of OUA participants?

The qualitative findings for research question 4 (RQ4) derive from in-depth interviews of 10
OUA former students purposively selected who helped us to understand more deeply how study
abroad influences global engagement and to interpret concrete testimonies of their experiences
as international student in Arezzo, Italy. The RQ4 helped researchers to understand the
psychographic profile of OUA students. The interview questions that associated with RQ4 were
questions 1-4, 5 and 17.
OUA former participants said that they enjoyed having positive relationships and
approachability with the OU staff. Students felt that OU faculties were willing to help with any
question related to classes, trips around Europe and Italian culture in general.
Student community involvement also played an important role for OUA students. Most of
the people who participated in the interviews did not have any previous experience abroad and
they said they felt Italians in Arezzo were willing to interact with them even though most of the
OU student did not speak Italian. Students were also able to explore the town and learn about
the history and art of Tuscany by immerging into this European country. Finally, safety was one
of the key reasons why OUA alumni liked the OUA program.
Participants also shared their suggestions to improve the program in the future by providing
examples of their own experiences. Most of the participant agreed to increase awareness about
the program (i.e. iBook, website and classes) using different communication channels. Students
suggested increasing communication between OU prospective student and OU staff in Norman
before departing to Italy (i.e. faster email responses to students and parents concerns and
traveling suggestions around Europe).

Core Problem
Throughout the primary and secondary research processes it was indicated to the
researchers that OUA is the ideal study abroad program for OU students, however, the students
do not recognize the benefits of the program.

Supplemental Primary Research

Executive Summary
After the researchers presented the client with the Final Research Report that focused on OUA
Alumni, it was requested that an additional research study be conducted to uncover data of a
similar nature as the Final Research Report, but focusing specifically on men and minorities.
The researchers created a survey with research questions directly mirroring those of the initial
research in order to enable a direct comparison between the new (male and minority) publics
and the control public (OUA alumni). The research questions were:

Research Question 1: What would make minority students choose OUA over another
study abroad program?

Research Question 2: What are the key concerns of the parents of minority students?

Research Question 3: What is a demographic profile of these students?

Research Question 4: What is a psychographic profile of these minority students?

Based on the insights derived from this research, the researchers have worked to develop key
recommendations that can inform the OUA staff an help to shape future marketing efforts. A
few of the key findings:

Minority student respondents listed parents and family as the least-impactful

influencer in their decision to study abroad

The number one concern of minority student parents about studying abroad is
finances

Minority students report a significantly higher score when asked about the
effectiveness of social media marketing

100% of minority students reported interest in studying abroad, but only 68%
had heard about the program

Methodology
The researchers decided that in order to provide the client with a direct comparison between the
control and test publics, that it would be appropriate to conduct a Qualtrics-hosted survey to
answer the four guiding research questions. The researchers defined the study population as
minority students from the University of Oklahoma who had not previously completed a study
abroad program. The sampling frame consisted of OU minority students who received an email
from Lauren Whiteman, Student Life Graduate Assistant whose area of concentration is the
management of multicultural organizations. The researchers chose this population based on the
suggestions of the client during the plan presentation. 100% of respondents met the study
population criteria.
The researchers used a census sampling method via an email with a link to the survey.
Additionally, the researchers used a snowball sample to reach more minority students. The
email was sent out to every member of a multicultural organization on campus, and the
researchers personally reached out to twelve individuals. There were 38 people who took the
survey and all were complete and usable. SPSS was used for statistical analysis and was an
effective method.
Upon reflection of the research, there were limitations that conflicted with the research. First,
because of the limited time frame on this survey, the researchers did not have the ability to
compile as thorough and detailed of an analysis as they were able to provide in the Final

Research Report. The nature of this follow-up report is focused on giving the client a top-level
summary of their unreached demographic sectors.

Results
RQ 1: What would urge minority students choose OUA over another program?
The RQ1 quantitative research results can be found in the OU Minority Survey Results in the
appendix. The survey questions that associated with RQ1 were questions ( 7, 12, 13, 14, and
16). All reported mean scores are based on a scale of 1 to 5, five meaning strongly agree, and
one meaning strongly disagree. Below are the results of the RQ1 survey questions:

100% of students has previously considered studying abroad

Respondents listed the following factors as most important when choosing a studying
abroad location survey question 7
1. Being able to transfer credits TIED WITH courses available (means of 4.55)
2. Program cost (mean of 4.5)
3. Location (mean of 4.27)
4. Language of study ( mean of 4.09)
5. Exploring heritage and cultural roots of the country of study (4.05)

75% of respondents indicated that they were very interested in studying abroad survey
question 12

Respondents ranked their barriers to studying abroad in the following order question 14
1. Safety (mean of 3.89)
2. Cultural barriers ( mean of 3.58)

3. Missing out on OU events (mean of 3.26)

4. Graduating on time (mean of 3.11)
5. Finances ( mean of 3.05)

Respondents indicated that they were most interested in studying abroad during the
following time frames survey question 16
1. Spring Junior year
2. Spring Sophomore year
3. Fall Senior year

After uncovering this data, the researchers determined that OUA fits the needs of the
respondents, specifically looking at the students looking for courses to transfer and the potential
for the students to complete major and elective requirements while studying abroad. In addition,
the respondents listed safety as a key concern, which is good for OUA due to their dedication to
safety and familiarity with the student, location, etc.

RQ 2: What are the key concerns of the parents of minority students?

The RQ2 quantitative research results can be found in the OU Minority Survey Results in the
appendix. The survey questions that associated with RQ2 were questions ( 6, 9, 10, 11, 13, 18,
and 19). All reported mean scores are based on a scale of 1 to 5, five meaning strongly agree,
and one meaning strongly disagree. Below are the key results of the RQ2 survey questions:

Parent/family influence was ranked last in the order of influencers on a decision to study
abroad - survey question 6

Anticipated parent concerns if respondent decided to study abroad survey question 10

1. Finances (Mean of 3.70)

2. Safety (mean of 3.55)

3. Graduating on time ( mean of 3.5)
4. Cultural barriers (Mean of 3.20)
5. Missing out on OU events (3.06)

80% reported they anticipated full parental support of their decision to study abroad

50% use parent funds to help pay for school (non-exclusive) survey question 19

55% of respondent parents are between the ages of 51 and 60, 45% of respondent
parents are between the ages of 41 and 50 survey question 18

The minority survey revealed that they anticipate their parents would be highly supportive of a
decision to study abroad. The anticipated parental concerns aligned with many of the key issues
that OUA seeks to address with its students (finances and safety) that make parents more
comfortable with their students abroad. Half of the students surveyed use parent funding to
support their education in some way, however when students ranked who and what influences
their decision to study abroad, parents were ranked last.

RQ 3: What is the demographic profile of the minority students surveyed?

The RQ3 quantitative research results can be found in the OU Minority Survey Results in the
appendix. The survey questions that associated with RQ3 were questions ( 1, 2, 15, 17, 19, 20,
21, 22, 23). All reported mean scores are based on a scale of 1 to 5, five meaning strongly
agree, and one meaning strongly disagree. Below are the results of the RQ3 survey
questions:

60% of respondents were female; 40% male survey question 21

60% of respondents were between the ages of 21 and 23 survey question 23

65% of respondents categorized themselves as other survey question 20

91% have traveled outside the United States more than once survey question 1

100% of students has previously considered studying abroad survey question 15

Almost every student pays for school with a combination of parent funds, scholarships
and loans survey question 19

The two categories with the highest number of responses for family income were
survey question 17
o $25,000 to $34,999 (26%)
o $150,000 or more (26%)

The colleges represented, in order of highest to lowest survey question 22

o Arts and Sciences
o Gaylord College of Journalism and Mass Communication (Tie)
o Price College of Business (tie)
o Engineering

RQ4: What is the psychographic profile of the minority students surveyed?

The RQ4 quantitative research results can be found in the OU Minority Survey Results in the
appendix. The survey questions that associated with RQ 4 were questions (3, 4, 5, 7, 8). All
reported mean scores are based on a scale of 1 to 5, five meaning strongly agree, and one
meaning strongly disagree. Below are the results of the RQ4 survey questions:

68% of respondents had head of the OUA program prior to taking the survey survey
question 3

Minority students had heard about OUA through the following venues (top three
categories only) survey question 4
1. University website/social media (48%)
2. University emails(37%)
3. Peers (37%)
4. Professor (26%)

Minority students reported a mean score of 4.0 when asked how effective social media
marketing is with college students survey question 5

The reported rankings of social media outlets and their likelihood to influence a change
in behavior survey question 6
1. Blog (mean of 3.62)
2. YouTube (mean of 3.57)
3. Instagram (mean of 3.48)
4. Twitter (mean of 3.05)
5. Facebook (2.76)

Students expect the following elements in a study abroad program survey question 8
1. Learn or improve a foreign language (mean of 4.33)
2. Fulfill major requirements (mean of 4.29)
3. Fulfill elective requirements (mean of 4.19)
4. Help gain professionalism in a globalized world (mean of 4.19)

Minority student psychographic profiles survey question 9

o I am an outgoing person (mean of 4.23)
o I appreciate new ideas and thoughts from others (mean of 4.14)

o I make plans and stick to them (mean of 3.95)

o I wanted to study abroad my sophomore year (mean of 3.86)
o I consider myself a flexible person (mean of 3.86)
The researchers found it critical to note that it was discovered through research question one that
100% of minority students surveyed had considered studying abroad in the past, only 68% had
heard of the OUA program. In addition, it was notable that the top two reported ways of
minority students hearing about OUA was through social media channels and OU emails. It
was reported through this survey that social media is an effective way to reach out to minority
students, and this could be a tool to implement in the future. The minority student respondents
indicated that the top two social media tools that would be most likely to influence behavior are
blogs and YouTube, which were the same top two choices as the control group.

Background
OU in Arezzo is a study abroad program offered at the University of Oklahoma. OUA is
different from other offered programs because study abroad students attend classes that are
offered by OU and taught by its own professors instead of attending foreign universities. Before
its launch in the fall of 2011, OUA grew due to the increasing popularity of the Journey to Italy
program. Now students attend classes in OUAs Study Center, which is located at the center of
the city. Students have the option of taking courses during fall, spring, or summer semesters. In
2016 OU in Arezzo will move its facilities to the newly renovated monastery where there will
be classrooms, offices, and a residence hall.

Situational Analysis
Currently, OU in Arezzo is working to position itself to become University of
Oklahomas premier study abroad program. When OU students think traveling to Italy, OUA
wants to be the first to come to mind. With the opening of the new campus in 2016 the main
goal of the organization is to fill the 50 spots for students in the new residence halls during both
school semesters and summer sessions, as well as have more students from diverse backgrounds
and faculty participate.
OUA is relatively new program, but the organization has seen significant progress.
Currently there are more than 200 students attending the campus at different times during the
year, and the program has more than over 500 alumni. One of the key issues for the organization
is ensuring that there will be at least 50 students enrolled in the program by the time the
monastery opens in 2016.

Core Problem/ Opportunity

The core problem OU Arezzo is facing is that the enrollment numbers during the fall and
spring are much lower than they are during the summer. The fall and spring semesters usually
have 25-30 students enrolled, which will leave many beds empty. OUA helps overcome many
of the common barriers that keep students from participating in study abroad programs, the
problem is OUA does not communicate these advantages well enough to recruit enough students
to fill the monastery. They also do not communicate well enough to recruit students from
diverse groups on OUs campus.
While the opening of the OUA monastery is part of our core problem, it is also an
incredible opportunity for the future of OUA. The monastery is anticipated to generate a more
centralized OU community for students in Arezzo than ever before. Therefore, leaving the
Norman campus during the spring and fall semesters will likely be more attractive to students.

Goals

Gain a better understanding of why OUA alumni chose OU in Arezzo.

Help OUA increase their enrollment by using the insights the team has found to create a
research based strategic communication plan.

Objectives

Compile an in-depth research report on OUA alumni and understand what made them
chose OUA over other study abroad programs.

Create a set of effective key messages for the client to use in their future strategic
communication plans for recruiting students at the University of Oklahoma.

Key Publics
OUA Alumni

Mostly white females between the ages of 18-24.

Wanted to study abroad to gain independence. Chose OUA because of the price and the
safety of being with other OU students and professors.

They are motivated by bettering their chances of getting a job after college and being
with friends. They do not want to miss out on events that take place in Norman.

The relationship among this public is strong because these students have participated in
the program and know about its advantages compared to other study abroad programs.

Their peers, parents, and faculty members influence them.

This public will help the client better understand what makes students not just think
about studying abroad but actually joining the program.

White female students

Between the ages of 18-25

Bettering their chances in the professional world motivates them. They want to spend
time with their friends and fear missing out on big events.

The relationship among this public is strong because a majority of the participants in the
program are from this public.

Their peers, parents, and faculty members are big influencers.

Making the relationship with this public even stronger will help increase the number of
students who participate and help reach other publics.

White male students

Between the ages of 18-25

Bettering their chances in the professional world motivates them especially.

The relationship is weak among this public because not many of the participants in the
program come from this particular public.

Their peers, parents, and faculty members are big influencers.

Making the relationship with this public even stronger will help increase the number of
students who participate and help reach other publics that will diversify the program.

Minority students

Between the ages of 18-25

Bettering their chances in the professional world and paying for school are priorities for
them.

The relationship is weak among this public because hardly any of the participants in the
program come from this particular public.

Their peers, parents, and faculty members are big influencers.

Making the relationship with this public even stronger will help increase the number of
students who participate and help diversify the program.

Messages
After researching what made OUA alumni participate in the program the team met with
the client and discerned that they would test ten messages that related to themes that were found
in their previous research. Below are the three messages that resonated the most with the clients
key publics. The actual ten messages that were tested are in the appendix.
Experiencing Italy
Authentic Italian Experience
Focusing on the location is an advantage for the program.

Italy is a popular country to travel to and Arezzo is the perfect mixture of authentic
Italian culture without all the buzz of tourists everywhere.

54% of alumni said location was key to their choice.

63% of students ranked this message as their number one choice when testing key
messages.

Variations
o

From Norman to Arezzo

o OU is sending me to Arezzo

Learning in a different setting.

O-Chem: Take it in Norman? Take it in Italy.
54% of students ranked this message as their second choice when testing key messages.

In interviews students talked about the advantages of taking classes that actually
mattered to their major.

Keeps them on track to graduate.

63% of minority students said that the types of courses that are available were very
important to them in a survey.

Variations:
o Globalized learning.

Studying abroad is hassle-free.

OUA makes study abroad hassle-free
72% of minority students said that the easy of transferring credits and making living
arrangements was very important to them in a survey.

45% of students chose this message as their third choice when testing key messages.

Variations:
o OU takes care of logistics
o OU stamps your passport

Strategies and Tactics

Objective: Compile an in-depth research report on OUA alumni and understand what made
them chose OUA over other study abroad programs.
Strategy: Increase agency knowledge of why OUA chose OUA over other programs.
Tactic 1: Distribute a survey to former OUA students
Tactic 2: Interview former OUA students to find more insights and analyze trends in the
data.

Objective: Create a set of effective key messages for the client to use in their future strategic
communication plans for recruiting students at the University of Oklahoma.
Strategy: Increase agency knowledge of successful key messaging based on key message testing
and further research into what students want in a study abroad program.
Tactic 1: Distribute a survey to minority students about what would influence them to
study abroad.
Tactic 2: Conduct three focus groups that test key messages created on trends that the
team found in the survey done of OUA alumni.

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Evaluation Criteria and Tools

Goal 1: Compile an in-depth research report on OUA alumni and understand what made them
chose OUA over other study abroad programs.
Tools:

Public: OUA Alumni

o There were 93 survey responses attained to create the research report.
o There were 12 interviews conducted to attain more insight and find trends.

Goal 2: Create a set of effective key messages for the client to use in their future strategic
communication plans for recruiting students at the University of Oklahoma.
Tools:

Public: OUfemale students

o 10 female students attended a focus group that tested eight key messages that
were formulated based on previous research.

Public: OU male students

o 10 male students attended a focus group that tested eight key messages that were
formulated based on previous research.

Public: OU minority students

o 10 minority students (4 male and 6 female) were interviewed asking more in
depth questions on their perceptions of studying abroad and what was most
important to them in a study abroad program.

Examples of Tactics

During the primary research phase of Azzurris campaign, the tactics we used included surveys,
focus groups and interviews. OUA program alumni completed surveys to determine ten key
messages that would encourage new attendees to enroll in the program.

After meeting with the client and gaining approval to move forward with the proposed plan, the
researchers set out to test the series of ten key messages, derived from the original research
report. These messages were tested via focus groups and interviews of three key demographics
white females, males and minority students. These focus groups were demographic-exclusive
and set out to determine the messages that most deeply resonated with each group. The team
determined three messages that most deeply resonated with the groups and created a set of
short-term, mid-range and long-term tactics for the client to implement under these strategies.

The survey questions, focus group transcriptions, OUA alumni interview notes and minority
student interview questions are located in the appendix.

Evaluation Criteria Summary

The goal of this campaign was to create a long-term, research-based plan, and then
articulate key messages from the collected data that would be tested amongst OU students.
Next, the researchers would use the most effective messages to craft tactics that would increase
OUA attendance. In order to accomplish these goals, two phases of research were conducted.
The first phase studied perceptions of OUA alumni through 12 in-depth interviews and a 27question survey that yielded 93 responses. This goal was molded after secondary research was
conducted over the OUA program. The researchers thought it would be best practice to research
what the students who participated in programs perceptions of the program were, rather than
study students who had not. After data was collected it appeared that the results were biased
towards white, middle-classed females; therefore, the researchers decided to reach out to the
voices unheard. The second phase was then generated, which consisted of testing eight key
messages amongst female, male and minority OU students. Ten interviews were conducted to
study the minority students. Then, two focus groups were conducted one for male and the other
for female. Each focus group had 10 participants.

Phase One
The researchers conducted primary research in both quantitative and qualitative forms
throughout the research process. The quantitative research was conducted in the form of a
Qualtrics-hosted online survey that answered four key research questions established by the
researchers after conducting the secondary research. The four research questions were:

Research Question 1: What made former OUA students choose OUA over other study
abroad programs?

Research Question 2: What are key parental concerns?

Research Question 3: What is the demographic profile of OUA participants?

Research Question 4: What is the psychographic profile of OUA participants?

The survey was sent to OUA alumni via email sent by the client and distributed via snowball
sample among the respondents. There were 90 completed surveys.
The qualitative research was conducted in the form of a one-on-one interview between a
member of the research team and an alumnus of OUA. The alumni volunteered to participate in
the interview process through the same email that the client went to all OUA alumni. The
researchers conducted interviews until they reached a distinct level of saturation. There were 12
completed interviews.
Phase One: Results
RQ1

After finding these answers the researchers discovered that OUA fits what some students
are looking for. Students want an authentic experience, but they worry about the cost, safety and
the educational component to their study abroad experience. OUA alumni chose Arezzo because
the program addresses these issues and helps students overcome them.

RQ2
The surveys revealed that parents of OUA were highly supportive of their childrens
decision to study abroad. While there were some concerns that parents had when students made
the decision to study abroad, these concerns closely aligned with the aspects of OUAs program
(in relation to other programs) that made parents more comfortable with their children going
abroad. It is important to note that OUA being an OU-Sponsored program was ranked the
number one of all the aspects that made parents more comfortable with their children OUA over
other programs. A majority of respondents declared that they use parent funds to pay for their
college degrees; nevertheless, parents and family influences were not distinctly important
compared to other factors for choosing OUA over other programs.

RQ3

Based on the results produced from the surveys collected, the researchers were able to
determine a variety of conclusions. First, the researchers found that the vast majority of students
who have studied at OUA have been predominantly white, middle-class females, ages 21-23.
Additionally, the average OUA participant has traveled outside the United States at an average
of five times for at least one week at a time. The researchers also discovered that most students
decided to study abroad and attend OUA during their junior year of college. An overwhelming
statistic was brought to attention that 81 percent of the participants pay for their schooling
through scholarships and/or grants. Lastly, after review it was concluded that the bulk of the
majors of the participants belonged to three colleges with the exclusion of engineering: The
Colleges of Arts and Science, Journalism and Mass Communication, and International and Area
Studies.

RQ4
Survey data from RQ4 provided information about peoples values, attitudes and
lifestyles (VALS). Students are more likely to get information about study abroad programs
using more than one communication channel. OUA alumni believe that social media are highly
effective to transmit messages and keep students engaged in conversations. The three social
media used by OUA alumni to get information include YouTube, blogs and Twitter.
Additionally, survey data revealed that former OUA attendees are part of the Generation Y
meaning they are more likely to be open to changes, challenges and cultures. For millennials,
career advantages, flexibility and work balance each play important roles when making
decisions to study abroad.
Phase One: Discussion
The results of the phase one data collected presented the average OUA participant, and
gave insight for who the client could recruit to initially fill 50 beds by spring 2016; however, it
would be in the best interest of the program to recruit a broader audience in order to enrich the
program. Therefore, the researchers decided the best way to expand the program was to create
key messages from the data they collected, and then test them on not only the majority of OUA
participants but also the missing populations: males and minorities.

Phase Two

The researchers chose three study populations to test the key messages on: 10 males, 10 females
and 10 minority students. The gender based studies were conducted through focus groups, while
the ethnicity based research was done through interviews. The eight key messages were:
1. Studying abroad is hassle-free
-

OU takes care of the logistics

OU stamps your passport

OUA makes study abroad hassle free

When prompted, parents listed this as the third-highest reason they became
more comfortable with the program

2. Experiencing Italy
-

Authentic Italian Experience

54% said location was key to their choice

64% of students said they wanted to learn about Italian cultures

3. Learning in a different setting

-

O-Chem- Take it in Norman? Take it in Italy.

From client meetings

Phase Two: Results

Minority Interviews:
Minority students who attend OU tend to see education as a source of success and
economic benefits. These students recognize that diversity has a positive impact on the
workplace because it increases competitiveness of corporations in the global market, and
improves education in the college classroom. However, during the interviews conducted with
minority students, Hispanic said that cost of the program was the major concern to their parents.
Hispanic students are more likely to live with their families during college. The average family
annual income of the students who were interviewed is $45,000. This data means that parents
prefer their children to stay at home to reduce cost of living and food.

Another key fact is that minority groups are aware about the study abroad program in
Arezzo and its benefits, but they do not know detailed information about it (costs of living,
credits transfer and classes offered). The reason why minority groups are not interested on OUA
is due to lack of messages that appeal to their needs and wants.
The messages that need to be sent out to minority students have to be highly related with the
importance of financial success. Recruitment of minority students must be a comprehensive
process with a long-term, institution-wide commitment to diversity. Efforts to recruit minority
groups in high- schools and local community are essential to increase the knowledge of parents
and students who are applying to OU. In addition, increasing the number of scholarships
available only to minority groups will highly increase the participation of these students in
OUA. Creating partnerships with university organizations (for example: COLSA, AFSA and
Asian American Association) to offer scholarships will help OUA to increase the number of
minority students enrolled in the program.

Male Focus Group:

It was concluded in the male student focus that experiencing Italy was the most liked key
message from most of the students tested. The group also insisted that they prefer to travel with
people they know, while reading testimonials from alumni did not interest them. Additionally,
most of the males in the group said they would rather travel to Italy, rather than spend a
semester there.
Female Focus Group:
The female focus group also yielded similar results with experiencing Italy being the
most liked key message. The females mentioned they liked the thought of being emerged into a

new culture with unfamiliar things and people, because they believe if a person knows nothing
prior to the experience he or she will learn the most. Additionally, most of the participants
mentioned when they think about studying abroad, they immediately think of Italy. Gaining
independence and being hassle free also resonated well, while reading alumni testimonials was
the least liked.
Phase Two: Discussion
After testing the eight different key messages with minorities, males and females, there
were three messages that stood out the most. Experiencing Italy was the number one message
among females, learning in a different setting was ranked highly by men and minorities and
studying abroad is hassle-free was ranked highly among all the groups. Each of these key
messages will serve as the overarching themes for the three main strategies in our
recommendation plan for OUA moving forward.
Overall the campaign was successful, because the goals of the researchers were
achieved. OUA has knowledge of the students they are recruiting, and a new knowledge of how
they can reach out to a broader audience.

Recommendations
After extensive research the team discovered that three messages resonated with the
clients key publics. These key messages were experiencing Italy, learning in a different setting
and studying abroad is hassle-free. The team then created short term, mid-range, and long-term
goals and tactics for each message that the client can use in a future strategic communication
plan. Below is a break down of each message and the tactics that help communicate the idea of
each message.

1. Experiencing Italy: Authentic Italian Experience

Public: white female students
Short term: OUA luggage tags

Red tags printed with the slogan OU is sending me to Arezzo

Given out to students who have already been and to students when all
their paperwork is in and they get their housing assignment in Arezzo.

Mid-range: Presentations during sorority recruitment

Given during the break periods throughout the day.

The public is already there and willing to listen.

Long-term: CAC Study abroad trip

Organized the same way PLC and PCS trips are.

Allows more students from different backgrounds a way to participate.

2. Learning in a different setting: O-Chem: take is in Norman? Take it in Arezzo.

Publics: white male students, minority students

Short-term: OUA ambassador program

Improving this program and having students talk about the program oneon-one is more convincing than a pitch.

Have students focus on what was easy about the process.

Mid-range: Professional development program in Arezzo.

Engineering already does this with their visits to different factories.

Add a professional component to certain classes such as sight visits or

guest speakers.

This appeals to the students who want something they can out on a
resume or talk about in an interview, which is important to males and
minorities.

Long-term: Recreation and intramural program

Students want the same conveniences that are in Norman.

Adding this appeals to male students who fear of missing out on these
experiences.

3. Studying abroad is hassle-free: OUA makes studying abroad hassle-free

Publics: white female students, white male students, minority students
Short-term: Parent tab on website

Explain how to apply, break down the costs, and info on schorlarhips

Parents are huge influencers to these publics.

If they are sold on it being hassle free, students will be

Mid-range: OUA commercial

Play during football games and other events.

More visible to a greater amount of students.

Long-term: Send a student to Arezzo for free

Essay contest to choose worthy student.

Video all the steps they go through to apply and then while they are there.

Use a example of what the experience is like a whole.

Team up with Lindsey+Asp or another agency to handle publicity and

push nationally for recognition.

The researchers feel that these strategies and tactics will help reach the clients goals
within each key public. The three-phase structure will allow the client a significant amount of
flexibility and will work to advance the long-term viability of the campaign.

Evaluation Criteria and Tools for Recommendations

Short-term goal: Increase student awareness of OUA by 20% on campus through the use of the
suggested short-term tactics by the end of spring semester 2015.
Tools: Branded travel gear, OUA Ambassadors, Parent information on website

Mid-range goal: Increase white male student enrollment by 10% in the program through the
use of suggested mid-range tactics by the end of 2015.
Tools: Professional development program, OUA commercial

Long-term goal: Increase minority student enrollment by 10% in the program through the use
of suggested long-term tactics by the end of spring semester 2016.
Tools: Student sent abroad, Recreational and Intramural program