Table of Contents

Executive Summary ........................................................................................................................... 1 Opening Letter .................................................................................................................................. 3 Incitefull Press Release ...................................................................................................................... 4 About Incitefull ................................................................................................................................. 5 Background ....................................................................................................................................... 7
The State of American Journalism ............................................................................................................................. 7 The State of Higher Education in Journalism .......................................................................................................... 10 History of the Perley Isaac Reed School of Journalism ........................................................................................... 12 The Perley Isaac Reed School of Journalism vs. the Competition .......................................................................... 13

Target Market ................................................................................................................................. 15

The Primary Target Market .................................................................................................................................... 15 Demographics ......................................................................................................................................................... 15 Psychographics ....................................................................................................................................................... 16 Tentative Methods of Attracting and Creating Action by the Target Market ........................................................ 18

Perceptions, Personality & Positioning ............................................................................................. 18

Brand Perceptions .................................................................................................................................................. 18 Brand Personality ................................................................................................................................................... 25 Brand Positioning ................................................................................................................................................... 27

SWOT Analysis ................................................................................................................................ 32 Message Development .................................................................................................................... 35

Integrated Communication Strategy Statement .................................................................................................... 35 Creative Brief .......................................................................................................................................................... 36

Renaming the School ....................................................................................................................... 38 Focus Group for Campaign Feedback ............................................................................................... 40 Communication Plan ....................................................................................................................... 42
Campaign Goals ...................................................................................................................................................... 42 Communication Objectives, Strategies & Tactics ................................................................................................... 43

Budget Allocation ............................................................................................................................ 70

Budget Allocation Summary Chart ......................................................................................................................... 72

Communication Plan Flowcharts ...................................................................................................... 74

Execution Run Duration Flowchart ......................................................................................................................... 75 Execution Creation Flowchart ................................................................................................................................ 76

Evaluation Plan ............................................................................................................................... 77 Conclusion ....................................................................................................................................... 81

Appendices
Appendix A: Competitive Analysis .......................................................................................................................... 82 Appendix B: Internet Survey of the Student Target Market & Rationale ............................................................... 95 Appendix C: Focus Group Moderators Guide ....................................................................................................... 102

References .................................................................................................................................... 104

Executive Summary
Incitefull Marketing Inc. is a fast growing, full service, New York City based ad agency that in its short two year existence had been able to work with some of the largest brands in the world including Coca Cola, The World Wildlife Fund, IKEA, Wendys and more. Our business philosophy is whats gotten us where we are today: Be a true partner to our clients, find the fundamental truths of the marketing situation, be creative and have fun doing it. Based on this business philosophy, our agency would be a particularly good fit for the Schools needs because we both find immense value in conveying what is true and real. Speaking of truth, through our competitive analysis we found a number of fundamental truths about the Perley Isaac Reed School of Journalism that will set it apart from its competition. The most stand-out strength of the SOJ is that it offers more real-world, hands-on learning opportunities than similar schools. This is very important because the 18-22 year old target audience seeks programs that offer hands-on learning when choosing a higher education institution to attend. The specific target audiences that the campaign will focus on in order to increase enrollment are the prospective freshman and the undecided WVU undergraduate. There are millions of prospective freshman at the Schools 1 disposal and there are over 6,000 undeclared majors at WVU . These are the low hanging fruit that the School can most easily acquire. In order to figure out the needs, wants and perceptions of the target audiences an internet survey was conducted. The survey was taken by the SOJs desired target audience: People between the ages of 18-22 with higher GPAs (81.4% had a current GPA of 3.1 or higher) who are currently either high school students or between their freshman and junior years in college. Seventy-seven people from the target audience participated in the survey. A second fundamental truth that will set the School apart was discovered through the survey. We found that the target audience doesnt readily recognize that journalism uses both traditional media and modern media these days. When this was brought to their attention through the survey, the number of respondents who indicated they were interested in journalism jumped by 11%. The plan intends to capitalize on this and the fact that the School offers more hands-on learning than other schools like it in order to increase enrollment in the School; the main goal of the campaign. Based on our research of the competition, the School itself and the target audiences, the Schools new brand position is based on the word advantage. This single word helped establish the campaigns strategy and is the underlying idea of each of the campaigns executions. The campaign will run between January 1st, 2013 and December 31st, 2013. Starting as soon as January 1st, 2013 was chosen because its necessary to start as soon as possible in order to influence the target audience to apply once WVU begins accepting applications on September 15th. Waiting too long to start the campaign and not implementing enough touch points along the way will give the other schools the upper hand. Speaking of touch points, the campaign will utilize 18 different executions (see separate Executions document) that belong to seven overall strategies. The strategies chosen and their budgets follow:

WVU Forms, 2012

Strategy Mobile marketing Internet marketing Guerrilla marketing Social network marketing Cause marketing Proximity marketing Direct marketing Public Relations Total

Budgeted Amount $410,752.50 $170,200.00 $144,348.00 $121,200.00 $59,943.69 $15,900.00 $11,941.98 $1,600.00 $998,886.17

Percent of Total Budget 44% 18% 16% 13% 6% 2% 1% .17%

Some of the executions include a mobile app; a mobile website; search engine marketing; an augmented reality experience; a social media based app; a cause marketing event and much more. With over 170 sources utilized to compile this proposal, its content is well founded and will serve the needs of the School well.

December 24, 2012 Dean Maryanne Reed Perley Isaac Reed School of Journalism, West Virginia University 1511 University Ave. Morgantown, WV 26506

Dean Maryanne Reed and Committee, As weve interacted with and researched the Perley Isaac Reed School of Journalism at West Virginia University, weve come to realize the outstanding level of leadership, vision, dedication and innovation the School has and the role these attributes hold in creating leaders in the fields of journalism, advertising and public relations. This realization has truly made it an honor for us at Incitefull to be considered of the caliber necessary to potentially carry out a marketing campaign to further the work of the School. As discussed in our initial conversation about the project, the campaigns goals are twofold: To attract more students to the School of Journalism and to attract students with higher GPAs. In order to address these goals, weve put in numerous hours of research, strategizing, planning, ideation and evaluation to develop an eloquent, far reaching and creative integrated marketing campaign. The research dives deep into the current state of the field of journalism, higher education in journalism, West Virginia University and the SOJ itself. It sheds a lot of light on the needs, wants and perceptions of the 18 to 22 year old target audience and lends itself to a very helpful SWOT analysis and a finely focused communication plan. Incitefull is a perfect partner for the needs of the School because we have a lot in common with it. For one, our core competencies align with the Schools mission as we both seek to be the most innovative in our field. Second, our business philosophy aligns with the Schools teaching methods as we both find immense value in what is true and real You provide your students with real-world experiences through service learning and hands on projects and we take the time to learn from our clients through a close, honest relationship. As CEO, I speak for myself and my co-workers when I say were pleased to provide you a campaign proposal and hope its Incitefull contents lead to a partnership in growing the School of Journalism in more ways than one.

Thank you, Dain McQuarrie, Founder and CEO

Incitefull Marketing, Inc. Phone: 801-857-1138 Email: dmcquarrie@Incitefullmktg.com

3 3

Contact: Dain McQuarrie, CEO Tel: 801-857-1138 Email: dmcquarrie@Incitefullmktg.com

FOR IMMEDIATE RELEASE

CLIENT RELATIONS, TRUTH AND CREATIVITY: THE KEYS TO SUCCESS New Ad Agency Incitefull Uses Perfect Mix to Land Big Client from Day One
th

October 25 , 2010, only nine short weeks after opening its doors as a new full service ad agency, New York based Incitefull Marketing, finds itself launching a campaign for DIY furniture giant IKEA. You may be thinking, Theyre too new; theyve gotta be a sub-contractor on part of the campaign. Nope. The only thing new about the company is its founding date and the building its housed in. Prior to forming Incitefull in August of 2010, founder and CEO Dain McQuarrie worked in marketing and direct sales for two different leaders in the government software industry. As a marketer, he changed how the products were presented to potential clients by using innovative technologies. He explored the full value that each software brand could offer and as a result was able to improve brand recognition, product differentiation and sales for each company. His work in direct sales allowed him to work closely with government entities of all types including states, counties, cities, school districts and universities. His in-depth understanding of how each entity functioned and their individual needs along with his honest and clear-cut presentation of the products benefits allowed him to land each software company some of the largest clients in their company histories. Just like his prior successes were, the early success of McQuarries' Incitefull agency is based on his Perfect Mix, personal business philosophy and his motivation to help the companies he works for succeed at their highest level. As McQuarrie explained, I've always felt it was important to be a true partner to the clients I work with; to find truth in the marketing situation; to be creative and to have fun while doing it! These personal philosophies are now companywide philosophies. At Incitefull these philosophies, once used to sell software, help to develop deep brand and consumer insight and creative campaigns that incite specific and purposed action on the consumers part McQuarrie said. Regarding helping companies succeed; as a marketer and direct salesman, it was McQuarries' intention to seek more than a paycheck. He had the most sales and landed the biggest clients all with the intention of making his employers company stand out amongst its competition and to earn the most revenue. These intentions havent changed. Theyve been repurposed to bring each of Incitefulls clients the most sales, donations, subscriptions etc. and to make them stand out amongst their own competition. While it gets underway with its campaign for IKEA, Incitefull has begun preparing re-branding proposals and multichannel campaign proposals for other big name brands such as Wendys and Airwalk shoes. Incitefull is hopeful these potential clients will find the value in their companys marketing approach and business philosophies as IKEA has. ### If youd like more information on this topic or to schedule an interview with Dain McQuarrie, CEO of Incitefull Marketing, Inc., please call James Dean at 801-857-1138 or email James at JamesD@IncitefullPR.com

About Incitefull
Mission Statement
At Incitefull Marketing, its our mission to create and deliver the most captivating and engaging campaigns that convey truth and value to the consumer in order to incite action on their part. We achieve this through a close, honest relationship with our clients and by focusing on what their target audiences need and want from them.

Credentials
Incitefull Marketing, Inc. was founded in August of 2010 and is led by its founder and CEO, Dain McQuarrie, MS-IMC. Dain started Incitefull as a means to use his successful personal marketing philosophy to help brands of all types reach their marketing goals. Prior to forming Incitefull, Dain worked in marketing and direct sales for two different leaders in the government software industry. As a marketer, he changed how the products were presented to potential clients by using innovative technologies. He explored the full value that each brand could offer and as a result was able to improve brand recognition, product differentiation and sales for each company. His work in direct sales allowed him to work closely with government entities of all types including states, counties, cities, school districts and universities. His in-depth understanding of how each entity functioned and their individual needs along with his honest and clear-cut presentation of the products benefits allowed him to land each company some of the largest clients in their company histories. Since the companys inception only a few short years ago, Incitefull has been taken up on its offer to help, being given the opportunity to work with a wide range of brands including Coca Cola, The World Wildlife Fund, Red Bull, Road & Track Magazine, IKEA, Brighton Jewelry, Wendys, Airwalk, Lettuce Entertain You Restaurants, ARM Semiconductors, VitaminWater, The Lance Armstrong Foundation and more. These projects ranged from campaign evaluations/analyses, to re-branding efforts, to complete, multichannel marketing campaigns, each receiving the highly sought after A Award.

Core Competencies
Incitefull is a full service agency. Our core competencies include market research, strategy and planning, branding, creative execution, direct marketing (including email), mobile and social marketing, interactive marketing, multicultural marketing, cause related marketing and public relations.

Business Philosophy
Be a True Partner to our Clients Its not enough for us to just get the job done, even if we knock it out of the park. We find immense value in knowing our clients on a personal level; seeing their love for their brand and employees and making their goals our goals. Getting in there, getting the information we need and just getting the job done eludes the opportunity to do the job right. We will inevitably miss some crucial details if we arent able to come to know and value our clients brand as much as they do. Find the Truth in the Situation All great marketing campaigns are based on the truth that underlies the brand the values held by its management, its business philosophy, its products real benefits, consumer perceptions. Finding that truth is our starting point. From there its possible to understand the emotional and rational appeal of the brand; the way the brand truly fits into the competitive landscape; how it can possibly get ahead and the best way to convey it to produce action, whether thats sales, enrollment, donations, subscriptions, volunteering or advocacy. Be Creative Lets be honest, one of the best parts of our job is the chance to be creative and blow the client away with a creative campaign. All those hours coming up with creative ways to find the truth; all those hours around the board room table brainstorming creative strategy and all those hours put into coming up with creative marketing executions are worth it. With the amount of advertising clutter thats out there these days, only the campaigns that creatively convey the truthful value of the brand will be heeded. We know our clients are pleased with the attention and success we bring them because of our creativity yet, the pleasure is all ours. Have Fun Doing it If were able to work on a personal level with our clients and find the truth in a situation, we will inevitably be more prepared and willing to be creative for them. And as weve established, being creative is the fun part of our jobs. We want to get to that point as often as possible. We havent side stepped this pattern yet and dont intend to. Weve learned that a positive and fun working relationship makes every project more enjoyable and successful for all parties involved.

Background
The State of American Journalism
The Situation
It isnt news to the SOJ that the state of journalism in the United States and all over the world is changing rapidly. Because of the rapid decline of readership of many newspapers and the subsequent loss of jobs, many people say 1 journalism as we know it is dying . The truth is that journalism is simply changing from one form of presentation to another and actually finding success in doing so. Changing form of presentation is not a new requirement for a brand to stay afloat. Around the late 1800s, the 2 maker of the Studebaker automobile was the worlds largest manufacturer of horse drawn wagons and buggies . 3 By 1902, Studebaker began selling electric cars and by 1904 they offered cars with gasoline engines . Studebaker sold a full line of self-propelled and horse drawn vehicles until 1920 when they discontinued manufacturing their 4 horse drawn lines . As peoples interest in and demand for self-propelled vehicles soared, Studebaker morphed its product offering. Did they stop selling vehicles altogether? No. They simply changed how their vehicles were presented based on what the consumer wanted. Just like Studebaker and any other company in any other industry, journalism is changing based on supply and demand. There was no shortage of supply of news or broadcasts when things began to change around the year 5 2000 ; it was what the consumers were demanding that changed the industry - digital. This makes it sound as though the industry began to adapt on cue from the publics interest in digital communication. Not necessarily. Many forms of journalism began to go digital to stay alive but not solely by their own choice. In 2011, research showed that the news industry was adapting too slowly to the changes in technology and became a follower rather than a leader in how its content is now 6 being presented . The demand of news through digital technology has overrun the industry and now everyone is trying to catch up.

Its reported that 51% of smartphone owners and 56% of tablet owners use their devices to access news.

The main forms of journalism affected by technological advances are print formats such as newspapers and magazines. Consumption of digital news through all digital devices 7 (mobile phones, tablets, laptops, etc.) increased in 2011 from the previous year as it did between 2009 and 2010 . More than three-quarters of U.S. adults own a laptop or desktop computer according to the Pew Research 8 Center . Forty-four percent of U.S. adults own a smartphone and 18% of them own tablets, an increase from 11%

1 2

Ehrenreich, 2009; Ingram, 2012; Rogers, n.d. History, n.d. 3 Ibid 4 Ibid 5 Nikitin, 2010 6 Mitchell & Rosenstiel, 2012a 7 Mitchell & Rosenstiel, 2012b 8 Ibid

in the summer of 2011 . Its reported that 51% of smartphone owners and 56% of tablet owners use their devices 2 to access news . The following graph demonstrates these trends.

Web Continues to Dominate in Audience Growth

Online 17.20% Network TV Local TV Audio Cable TV Magazines Newspapers

4.50% 1% 1% 1% -.05% -4%

Percentage Change in Audience, 2010-2011

Source: Nielsen Media Research, the Audit Bureau of Circulation and Arbitron (Mitchell & Rosenstiel, 2012b)

To compound the issue of readership moving to digital devices, the loss of ad revenue is putting the last nail in the coffin for many printed news companies. Some have experienced a loss of over 50% of their ad revenue because the advertisers are going where the consumers are. In fact, the total ad sales for all newspapers in the U.S. in 2011 3 equaled only two-thirds of the sales of Google, whose annual revenues were $37.9 billion , once again showing the dominance of digital. Over the last five years, 15 papers annually have closed their doors because of the decline in 4 print readership and loss of ad revenue, which amounts to a loss of 1% of the industry thus far . Regarding magazines though, they may not be a total loss yet. Studies show that circulation for six of the leading 5 news magazines were flat as of 2011 after they declined by 8.9% in 2010 ; flat being better than declining. Also, newsstand sales for these same magazines dropped by only 2% in 2011 rather than a figure similar to the 17.7% 6 drop in 2010 . It also turns out that there were more new magazines launched in 2011 than there were that 7 closed, which is a trend that carried over from 2010 . All of this gives hope to the magazine industry. Just like the demand for digital content is having an effect on how newspaper and magazine content is distributed, the demand for digital is having an effect on the journalism job market as well. Its estimated by the Bureau of Labor Statistics that by the year 2020, 6% of traditional reporter, correspondent and broadcast news jobs will be

1 2 3

Mitchell & Rosenstiel, 2012b Ibid Mutter, 2012 4 Mitchell & Rosenstiel, 2012c 5 Mitchell & Rosenstiel, 2012b 6 Ibid 7 The Magazine, 2012

lost due to news corporation consolidations . Those currently employed in the field feel this statistic is 2 conservatively low .

The Outcome
Its likely that the future of traditional print journalism will continue to worsen because of the digital explosion. Research shows that radio may not be immune to the digital draw either. On the other hand, the future of TV broadcast journalism as well as the fields of advertising and public relations look hopeful. Regarding print journalism, only about a tenth of daily newspapers 3 have come up with digital versions of themselves as of 2011 . Research has shown that this adoption rate is not fast enough and that the efforts of those that have in fact adopted digital are too 4 limited currently to really improve their readership. If print media brands can put more effort into catering to mobile device (smartphones, tablets, and laptops) users, they will likely stay afloat. This is based on research that finds that mobile devices are increasing peoples news consumption overall giving a boost to 5 long-form journalism .

Mobile devices are increasing peoples news consumption overall giving a boost to long-form journalism.

To make matters worse though for the print journalism industry, according to The 2012 Global Information Technology Report produced by the World Economic Forum, We are only just beginning to feel the impact of digitizationthe mass adoption by consumers, businesses, and governments of smart and connected ICT 6 (information and communication technologies) . The same report puts this comment into perspective by saying: Today, more than 70 percent of the worlds citizens live in societies that have just begun their digitization 7 journeys . There will be much more technological advancement to come in communications and a lot more digital adoption by consumers that will change the print journalism industry even further. Radio may begin to have problems similar to those of print journalism because its estimated that 40% of 8 consumers listen to online-only audio services such as Pandora and Spotify through their mobile devices . Although its already beginning, this trend may force more and more radio stations to go online or make themselves available through some sort of app. Just like with print, radio stations will also find themselves losing ad revenue and closing their doors if they wait too long to go digital. Regarding the seemingly positive future of TV broadcasting, although there is no indication that world digitization has anything to do with it, network, local and cable news viewership has increased at the same time that print journalism has decreased. Network news viewership increased for the first time in 10 years and for the first time 9 in five years for local TV news .

1 2

Occupational, 2012a WVUIMC, 2012 3 Mitchell & Rosenstiel, 2012a 4 Ibid 5 Mitchell & Rosenstiel, 2012a 6 Dutta & Bilbao-Osorio, 2012 7 Ibid 8 Mitchell & Rosenstiel, 2012b 9 Ibid

The increase in TV viewership most likely has something to do with the Bureau of Labor Statistics expectation for 1 broadcast news analyst jobs to increase by 10% by the year 2020 . With regards to two other fields that are dear to the SOJs heart, the advancement of digital technology has in fact aided the fields of public relations and advertising. Because of the need to protect the image of a brand in the age of advanced communications and social media, public relations employment is expected to increase by 23% 2 between 2010 and 2020 . Similarly, the advancement in communications technology makes it harder for a brand to maintain its share of the market. Because of this, advertising employment is expected to increase by 14% 3 between 2010 and 2020 . As of 2007, Lee Becker, a professor at Grady College of Journalism and Mass Communication who has studied journalism school enrollment for over 20 years said that despite the decline in the print journalism industry, there 4 has been an equally great increase in the number of journalism jobs that focus on digital media . Its clear that in 2012, there is no shortage of digital media jobs, showing that journalism is merely changing, not necessarily dying.

The State of Higher Education in Journalism

The Situation
The state of higher education in journalism is directly affected by the current state of the journalism industry. As indicated previously, the rise of digital technology and media has lessened the number of people who buy and read traditional print publications and has also pushed more and more people to listen to online radio instead of 5 traditional radio. According to research, this shift has created negative perceptions of careers in journalism . These negative perceptions can be easily correlated with the lowered interest in journalism and communications degree majors by todays high school students. For instance, according to the results of PSAT tests from 2006-2010, potential major selections in almost all journalism and communications fields are down. Interest in a communications and journalism major is down 39%, radio and TV is down 31%, journalism is down 31%, advertising is down 19% and digital communication/media is 6 down 6% . The only potential major selections that relate to journalism and communications that are up are 7 unmeasured media such as photography, gaming and interactive media . Its interesting to note that even digital communication/media is down as a major selection when digital technology is whats ousting traditional media formats these days. The drop in journalism jobs and the subsequent lowered interest level in journalism and communications majors by high school students have led directly to lowered enrollment in journalism and communications programs in higher education institutions. Enrollment in journalism and communications programs has tended to increase on average over the last three 8 years based on annual surveys by the University of Georgia. Yet, based on the same surveys, as of the fall of 2011,

1 2

Occupational, 2012a Occupational, 2012b 3 Occupational, 2012c 4 Renshaw, 2007 5 Hall & Partners, 2012 6 WVUIMC, 2012 7 Ibid 8 Becker, Vlad, & Kalpen, 2011a

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enrollment by undergraduates dropped by .5% across the board . With 491 journalism and communications 2 schools participating in the 2011 survey, a .5% drop in enrollment is notable . Its interesting to note that even the Missouri School of Journalism, supposedly one of the top journalism schools 3 in the nation had a drop in undergraduate enrollment by 19 students for their 2010-2011 school year . A small drop yes, but as Brian Brooks, Associate Dean for undergraduate studies and administration at the Missouri School 4 of Journalism noted, We are the last school to experience decline in enrollment for the journalism program .

The Outcome
Numerous stakeholders have come to realize the need for journalism education programs to change. Everyone 5 6 7 from credible bloggers to journalism organizations to newspapers to the foundations that support and fund 8 many of the journalism schools across the nation . A 2012 letter written by six of the main journalism school funding foundations reproved journalism schools for their lack of change and innovation. The letter signed by the Knight Foundation, the McCormick Foundation, Ethics and Excellence in Journalism Foundation, Scripps Howard Foundation, Brett Family Foundation and the Wyncote Foundation was sent directly to university presidents and provosts saying that the majority of schools arent teaching enough of what students need in order to enter the new career opportunities the industry is making for 9 them . The foundations say that there seems to be resistance by the schools to augment their course offerings and 10 how their current courses are taught . It turns out that between 2010 and 2011, nearly eight out of 10 journalism and communications program administrators reported that theyve made changes in their curriculum in response to the 11 changes in the industry . The extent of change was not indicated but from simple empirical research, numerous schools have implemented some form of innovative course offering revolving around new media and mixing it with traditional media. Although many agree that its time to teach skills for success in the new journalism landscape, its also agreed upon by many that its still crucial to be founded in traditional media values and 12 practices . Research indicates that strong writing, storytelling, reporting and investigative skills will never fail in helping to land a 13 job in journalism .

Nearly eight out of 10 journalism and communications program administrators reported that theyve made changes in their curriculum in response to the changes in the industry.

1 2 3

Becker, Vlad, & Kalpen, 2011a Ibid Holt, 2010 4 Ibid 5 Zhang, 2012; Scheer, 2009 6 Jarvis, 2012 7 Davis-Scholle, 2012 8 Finberg, 2012 9 Ibid 10 Ibid 11 Becker, Vlad, & Kalpen, 2011a 12 WVUIMC, 2012; Hall & Partners, 2012; Zhang, 2012 13 Hall & Partners, 2012

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Its likely that the new digitally based journalism jobs that have developed in the field and the merger of traditional and new media curriculum are having something to do with the improved career opportunities that journalism school graduates are experiencing these days. Research has shown that bachelors degree recipients from 2011 were more likely than those of 2010 to have at 1 least one job offer at graduation . Also in 2011, 53.3% of bachelors degree recipients had full-time employment in 2 the field whereas only 50.3% of them did in 2010 . These percentages may be low overall but theyre increasing. Not only has the employment of journalism school graduates increased over the last few years, but their income 3 and job satisfaction as well .

History of the Perley Isaac Reed School of Journalism

Theres no way to discuss the history of the School of Journalism without bringing up its founder, Perley Isaac Reed. His leadership, vision and dedication are what set the tone for everything that the SOJ does today. The administrators and faculty it hires, the curriculum it offers and the graduates it produces all share his traits in some form and based on the findings herein will continue to do so well into the future. It all started in 1920 when he left the University of Maryland to teach English at WVU . Upon arriving, Reed had a 5 mission to add curriculum that focused on journalism to the English department . He began teaching 6 advertisement writing, editing and industrial journalism and it was he who first began bringing professionals from 7 the field of journalism into the classroom to lecture students , something thats continued today. Reed also believed in academic excellence in journalism and wanted to promote such in his students. As a result he helped form Kappa Tau Alpha, an honor society that recognizes academic excellence and scholarship in 8 journalism and communications . His efforts to change the English department were based on a vision he had of journalism being considered more 9 10 than a trade . He viewed it as equal to law, medicine or economics . Although many of the Universitys administrators did not agree with his views, his persistence paid off and he was 11 at least allowed to form a journalism department in the basement of Woodburn Hall in 1927 . With the persistent lack of support from University administration, Reed sought help. He helped form the State Newspaper Council which was made up of editors and publishers from throughout the state whose support helped 12 him receive approval to form the West Virginia School of Journalism in 1939 . It was years after his death when the School was named after Reed. There was resistance to the idea from University leadership but with much work on the part of Reeds former students; renowned sports writer and SOJ
4

1 2 3

Becker, Vlad, & Kalpen, 2011b Ibid Becker, Vlad, & Kalpen, 2011b; Results, 2012 4 Arnold et al., 2007 5 Morrison et al., 2009 6 Ibid 7 About Dr. Perley Isaac Reed, 2012 8 Ibid 9 Arnold et al., 2007 10 Ibid 11 Ibid 12 Morrison et al., 2009; Arnold et al, 2007.

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graduate Mickey Furfari and WVUs Journalism Alumni Association it was accomplished . Its apparent that Reeds leadership, vision and dedication have been adopted by the Schools students. Since Reeds passing, the SOJ has had numerous deans, each of which has followed in his footsteps. To keep the SOJ on the cutting edge, Dean Guy Stewart, once a student of Reeds, approved the gutting and renovation of 2 Martin Hall between 1976 and 1977 . Since then, the SOJ has received numerous renovations in order to provide 3 the most cutting edge learning opportunity for its students . The founders vision continues with the addition of the 2014 Media Innovation Center which will be used to 4 create new applications, products and platforms that can benefit media and rural communities who use media .

The Perley Isaac Reed School of Journalism vs. the Competition

Overview
Although The Perley Isaac Reed School of Journalism has aspirations to be considered amongst the top journalism schools in the U.S. which includes Missouri, Northwestern, Syracuse and the like, it was not compared against these schools for the purpose of this IMC campaign proposal. This is simply due to the fact that the product offerings of these schools are so vastly different from what the SOJ is offering currently and to rise to their level would require numerous internal modifications that are outside the scope of this project. For instance, The Missouri School of Journalism, considered by many to be the top journalism school in the nation offers more than 5 30 undergraduate majors where the SOJ offers five. We found it more effective to consider how the SOJ could dominate the journalism schools in its own tier through this re-branding effort. Once the SOJ is in fact the best in its own tier, it will be in a position to expand its offering in order to compete with the top tier schools. The two main competitors in the SOJs tier that are under review are Ohio Universitys E.W. Scripps School of Journalism and the University of Marylands Philip Merrill College of Journalism. Only these two schools were chosen to compare against the SOJ simply because they were the only ones out of the SOJs four main competitors 6 that show up on lists of Top Journalism Schools . Even though most lists of this kind are usually subjective and non-scientific in their approach they were consulted simply as a means to choose which of the SOJs four main competitors were the best to examine. Currently there is no standardized means to ranking journalism schools which makes these lists the most official ranking system available. Regarding how the SOJ compares to their immediate competition, an inventory of intangibles that together make up the Perley Isaac Reed School of Journalism brand was compiled and used as a basis to compare the schools to each other. Because the competitive analysis is so extensive, its full contents can be found in Appendix A while the following table provides an overview of the results.

1 2 3

Arnold et al., 2007 A Brief, 2012 Ibid 4 WVUIMC, 2012 5 Journalism Study, 2012 6 Klahr, 2012; Top 10 Journalism, n.d.

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The table is broken down into three sections, SOJ Challenges, SOJ Strengths and Same/Nearly Same as the Competition. A challenge for the SOJ was discovered whenever either of the competing schools outperformed the SOJ in relation to one of the intangible elements. A strength of the SOJ was discovered whenever it out performed both of its competitors. Based on this analysis, the SOJ has six challenges of which only a few can be overcome by the SOJ itself and five strengths over its competitors.

SOJ Challenges Overall Perception of the Universitys State Overall University Ranking Overall University Reputation

SOJ Strengths Cost of Journalism School (cheaper) Admission Requirements (easier to get in) Real-World/Hands-On/ServiceLearning Opportunities (more of them) Mentorship Program (others dont offer this)

Same/Nearly Same as the Competition Accredited Journalism School Age of the Journalism School Quality of the Journalism School Leadership Innovative Course Offerings Creating Innovations in Journalism and Communications Internships

University Budget Quality of the Journalism School Faculty University StudentFaculty Ratio Number of Scholarships Specific to the Journalism School

The internal dynamics of WVU offer an additional set of challenges specific to the SOJ which are not included in the competitive analysis. Attention to the SOJ is being diverted by the Universitys own administration. In an effort to build the Universitys status as a research school, WVU administration is putting more focus on its STEM (science, technology, 1 engineering and medicine) programs more than all other programs . This makes it hard for the SOJ to compete with the attention those programs receive since the SOJs research doesnt easily fit into one of these four 2 categories . The lessened attention to the SOJ can result in lower enrollment. Lowered funding limits the SOJs ability to hire the most experienced faculty according to Dean Maryanne Reed . Although state funding is down across the board, other universities still receive more state funding than WVU, 4 meaning they cant offer as competitive of a salary as other schools and thus their teachers arent as experienced .
3

1 2 3

WVUIMC, 2012 Ibid Ibid 4 Ibid

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Target Market
The Primary Target Market
The primary target market for the campaign consists of potential students for the SOJ. This market contains two 1 segments: 1) Prospective freshman and 2) undecided WVU students . The secondary target market for the campaign consists of other stakeholders besides students and those currently involved in the SOJ. This market contains three segments: 1) Prospective faculty, 2) competing schools of journalism and communications and 3) national media and communications organizations such as the Wall Street 2 Journal, Nieman Journalism Lab, The Pew Research Center, USA Today etc. . A limited amount of quality information about the perceptions of these markets was available. Thus, the main focus of the campaign will be on the student market since growing enrollment is the main goal of the School.

Demographics
The prospective freshman and undecided WVU student segments both consist of what some people call Adult 3 Millennials which are people between the ages of 18 and 29 . For the purpose of this campaign the prospective 4 freshman segment consists of people of any gender or race that are 18 years of age and the undecided WVU 5 student segment consists of people of any gender or race that are 19-22 years of age . They will be spoken of collectively herein as they obviously share the same demographic profile. As of 2010, there were 30,672,088 people between the ages of 18 and 6 24 in the U.S. according to the U.S. Census Bureau . Between the years 7 2000 and 2010 the number of 18-24 year olds increased by 3,528,634 .

Regarding income level, those students with a family income level of over $65,000 annually would be the best to target. This is based on the fact that 50% of those who come from high income families (above 8 $65,000 ) have four year degrees by the time theyre 23 and 24 years old (post high school) whereas only 28% of those that come from 9 10 middle income families ($40,000 to $65,000 ) have four year degrees or higher by the time theyre 23 or 24 . This means that people up to the age of 22 who come from higher income families are more likely to be interested in an undergraduate degree and would thus be more interested in our marketing efforts than those in low and middle income families.

As of 2010, there were 30,672,088 people between the ages of 18 and 24 in the U.S.

1 2 3

WVUIMC, 2012; Perley, 2012 Ibid Carmichael, 2011 4 WVUIMC, 2012; Perley, 2012 5 Ibid 6 Howden & Meyer, 2011 7 Ibid 8 Middle, n.d 9 Ibid 10 Kent, 2009

15

Psychographics
Its been indicated that the type of student the SOJ is seeking are those that are entrepreneurial, community1 minded, creative, diverse and who want to lead change . Various aspects of Millennial attitudes, values, motivations and lifestyles indicate they fit this description perfectly.

Attitudes
Extremely optimistic about the ability of business and government to influence global change . Theyre more upbeat than the generations before them about their own economic futures and about the 3 overall state of the nation . 4 They tend to be more egocentric than many other generations in general . 5 Typically have a look-at-me mentality . 6 Demand immediate outcome or gratification . 7 Theyre highly brand loyal . 8 They like to live in the moment . 9 Tend to make decisions at the last minute . The majority of them agree that the older generation has higher moral values and a better work ethic 10 than they do . Theyre normally confident, self-expressive, upbeat and open to change yet, at the same time, two-thirds 11 of them say "you can't be too careful" when dealing with other people . 12 They tend to believe that brands dont understand them .
2

Values
Millennials value technology and especially value staying connected through it . 15 They also value spending time together with friends in the physical world as well . They find great value in using resources provided by larger entities such as the government to create 16 change in the world rather than trying to do it alone . 17 They value education with 39% of them being enrolled in college as of 2008, a record for any generation . 18 Millennials value working for a cause as a central part of life . 19 They find it very important to be involved in the community .
13 14

1 2 3

WVUIMC, 2012 Paul, 2012 The Millennials, 2010 4 Barton, Fromm, & Egan, 2012 5 The Millennials, 2010 6 The Psychographics, 2009 7 Ibid 8 Barton, Fromm, & Egan, 2012; Fields, 2008 9 Barton, Fromm, & Egan, 2012 10 The Millennials, 2010 11 Ibid 12 A Look at Generations, 2010 13 Barton, Fromm, & Egan, 2012 14 Barton, Fromm, & Egan, 2012; Fields, 2008 15 Fields, 2008 16 Barton, Fromm, & Egan, 2012 17 The Millennials, 2010 18 Barton, Fromm, & Egan, 2012 19 A Look at Generations, 2010; Fields, 2008

16

They find it very important to do their part to take care of the environment . 2 They find value in being careful with their money; not spending it before they have it . They find great value in diversity, authenticity, quality, inspirational experiences, having access to 3 information, participating in ongoing learning, developing their career and being able to travel .

Motivations
Millennials are motivated by others. They regularly seek the opinions of anyone with firsthand experience on a matter but preferably from a 4 peer or close friend . 5 Motivated by the pursuit of happiness and fulfillment . 6 Motivated by money and by the opportunity for real success . 7 Many of them are motivated by a liberal view point and identify themselves as Democrats . 8 The only generation that doesn't cite work ethic as one of their principal claims to distinctiveness . 9 Dont like to dig for information , they want it easily accessible.

Lifestyles
According to the PRIZM database provided by The Nielsen Company, most Adult Millennials, those between 18 and 29 fit within their City Startups segment. Low income 11 Younger without kids 12 Multi-ethnic singles One of the youngest segments in America--with 10 times as many college students as the national 13 average . 14 Tend to be white collar or mixed employees 15 Rent over own 16 Have some college experience .
10

Some general lifestyle indicators proposed by the PRIZM system for this segment include the following: Shop at The Limited, attend college football games, read Spin [magazine], watch [the] Game Show Network and drive a 17 [car similar to the] Suzuki Forenza .

1 2

Fields, 2008 A Look at Generations, 2010 3 Fields, 2008 4 Barton, Fromm, & Egan, 2012 5 A Look at Generations, 2010 6 Ibid 7 The Millennials, 2010 8 Ibid 9 Maue & Medina, 2012 10 The Nielsen Company, 2012 11 Ibid 12 Ibid 13 Ibid 14 Ibid 15 Ibid 16 Ibid 17 Ibid

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Tentative Methods of Attracting and Creating Action by the Target Market

The best way to engage Millennials is to help them experience the brand . This is because they need to sell 2 themselves; they dont take well to a hard-sell . Theyre more likely to be interested if they can interact with the 3 brand, try it, talk about it with friends, express themselves about it or through it . Experiencing the brand helps 4 them come to understand what it stands for and what it can do for them . The best experience for Millennials will be one thats quick, entertaining , non-committing , gives them easy access 7 8 9 to information , focuses on their needs and allows them to provide feedback about the brand . In order to gain their attention, advertisements need to incorporate brand differentiations, competitive 10 comparisons, information about new products or features, superiority claims and show the brands logo longer . Its also important to have a unique and authentic brand story, have a greater purpose and an authentic image and 11 personality .
5 6 1

Perceptions, Personality & Positioning

Brand Perceptions
In order to understand consumer perceptions regarding the field of journalism, higher education in journalism, WVU and the SOJ, an internet based survey was performed. The survey was taken by the SOJs desired target audience: People between the ages of 18-22 with higher GPAs (81.4% had a current GPA of 3.1 or higher) who are currently either high school students or between their freshman and junior years in college. Seventy-seven people from the target audience participated in the survey yet because of skip logic used on some of the questions, each question had varying numbers of respondents ranging from 55 to 64. To augment our understanding, secondary research was incorporated as well.

Perceptions of Working in the Field of Journalism

Survey respondents were initially asked What does a person who works in the field of journalism do? as well as What do you expect a person who works in journalism to have learned in order to be able to do their job? These questions were looking for answers that included anything related to non-traditional journalism in an effort to understand whether or not the target audience understood that journalism is more than newspapers and TV broadcasts. The answers to both questions were similar and none involved new media. The following graph shows the five most common answers out of a total of 128 responses between these two questions (64 responses each).

1 2 3

Rosales, 2012; Thompson, n.d. A Look at Generations, 2010 A Look at Generations, 2010; Thompson, n.d. 4 Thompson, n.d. 5 A Look at Generations, 2010 6 Thompson, n.d. 7 A Look at Generations, 2010 8 Nahajewski, 2011 9 A Look at Generations, 2010 10 Neff, 2012 11 Unlocking, 2012

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What do Journalists Do? & What Have They Learned to do Their Jobs? - Top Five Responses
70% 60% 60% 50% 40% 30% 20% 10% 0% Writing Reporting Researching Interviewing Newspapers % of people who gave this answer 22% 12% 10% 9%

After being asked these two questions, respondents were asked Would you ever consider a career in journalism? 60.9% of respondents answered No and only 39% of the respondents answered Yes or Maybe. When asked why they would NOT be interested in a career in journalism all answers related to distaste for traditional journalism skills or factors mentioned earlier about the decline of the field of journalism. The following graph shows the top five answers out of 64 responses.

Why Would You Not Want a Job in Journalism?

40% 35% 30% 25% 20% 15% 10% 5% 0% Dislike/Not good More interested in at writing STEM fields Low pay Lack of jobs 8% 8% 6% 3% "Boring" 36%

% of people who gave this answer

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One of the later questions asked respondents if they knew that the field of journalism relies on people with different skills such as blogging, using social media, creating podcasts, creating digital videos, taking good digital photos, using graphic design software, creating websites as well as writing newspaper or magazine articles, reporting the news through TV and radio and more. Only 33% of respondents knew that journalism incorporated All of these skills while 66% only knew that the field incorporated Some of them. After this question was asked, respondents were once again asked if they would ever consider a job in journalism now that they knew what additional skills are needed in the field. Those who said No decreased from 61% to 50% while those who said Yes or Maybe increased from 39% to 50%, producing a tie between groups. Clearly theres a misperception of what those in the field of journalism do and of the skills they use these days, both of which are pushing prospective students away from an education in journalism. The following graph shows the outcome of this section of the survey.

Would You Consider a Job In Journalism?

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Before Told Journalism Uses New Media Answered "No" After Told Journalism Uses New Media Answered "Yes" or "Maybe" 61% 50% 39% 50%

Rather than believing that journalism solely revolves around writing and reporting and a lack of jobs, we want potential students to see the field of journalism as Dean Reed and the SOJ do: There is no better time to consider a career in journalism or professional communications because now is a time of great opportunity an opportunity to help chart the future direction of [the] industry and redefine the role of communications in the 1 digital age .

Perceptions of Higher Education in Journalism

Regarding the target audiences perceptions of higher education in journalism, an overwhelming 83.8% of survey respondents indicated that it is indeed necessary to have a degree in journalism in order to work in the field. Only
1

Deans Welcome, 2012

20

16.1% of respondents said it was not necessary. Out of the few respondents who indicated that it wasnt necessary to obtain a degree in order to work in journalism, the far majority (70%) mentioned experience or something related to it as the main necessity to land a journalism related job. Rather than believing that experience alone can get someone a job in journalism, we want prospective freshman and undecided WVU students to understand what employers are requiring of their new hires these days. Based on empirical research performed through CareerBuilder.com, 17 out of the first 25 journalism jobs listed required a four year degree. The remaining eight jobs each required a minimum of three years of related experience. We want them to believe that a four year degree is requisite for landing a journalism related job. Prior to explaining what skills are necessary in the journalism field these days, the target audience believed that a career in journalism was not for them. Many of them were not aware that the field of journalism needs people who have non-traditional journalism skills. Thus, we also want them to believe that all of their web building, video making, social media skills etc. can be refined and heightened to the point of making what they already love a career.

Choosing a Higher Education Institution

Regarding choosing a higher education institution, its helpful to look into how the target audience makes purchase decisions in general. When choosing products and services, Millennials look for the following characteristics: Cheap cost, good quality, an 1 experience . According to a global survey, when making a major purchase decision, Millennials consult the following sources: Family (77%), friends (64%), a search engine (21%), an expert website 2 (21%), a co-worker (20%) or social networks (13%) . According to our survey responses and those of a previous SOJ brand analysis by Hall & Partners, only some of these things ring true when it comes to selecting a higher education institution.

Millennials consult the following when making major purchases: Family, friends, search engines, expert websites, coworkers, social networks.

The following graph shows some of the most influential factors on our survey respondents current college choice.

1 2

Fields, 2008 The 8095, 2010

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How much influence did each of the following have on your decision to attend the higher education institution you are currently at? (survey results)
The overall reputation of the institution Types of degrees offered Cost Types of courses offered Opportunity for financial assistance The reputation of a particular department, Opportunity to gain real-world experience Student focused faculty and staff Close to home, family and friends Provides hands-on experience Friends attending the same institution Family member suggestions or persuasion Family history of attending the institution Far from home, family and friends Friend suggestions or persuasion Recruiting efforts by the institution Less stringent admission criteria Diversity of student body 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Percent of those who answered "Very Influential" or "Somewhat Influential"

Based on these findings, when choosing a higher education institution to attend, students do in fact look to cost and quality first when making a college purchase decision, more so than the experience they have with the institution. These findings are supported by the Hall & Partners survey mentioned previously that surveyed the 1 same target audience as ours. Our survey also confirms that students look to family and friends as a source of influence on where they attend school. The same Hall & Partners survey also confirms this yet, it also indicates that more students first consult 2 search engines to inform their school selection than the percentage found in the global survey. A survey performed by the SOJ itself also confirms the results of our survey on a number of aspects. Based on their results, the top five reasons WVU and the SOJ were chosen by its fall 2011 first year student group include the SOJ being a great program, the fact that some students like writing, the options and opportunities 3 offered by the University and School, the majors offered and the location . The response great program relates to the factor on our survey entitled the reputation of a particular department, school or college. Like writing and options and opportunities relate to the factors entitled types

1 2

Hall & Partners, 2012 Ibid

SOJ New Student, 2011

22

of courses offered, opportunity to gain real-world experience and provides hands-on experience on our survey. Offered majors relates to the factor entitled types of degrees offered on our survey. We desire for the student target audience to think that WVU has a good overall reputation; that it offers the degree programs they want; that its affordable; that the courses it offers are what theyre looking for, etc. We desire for them to agree that West Virginia University and in particular the SOJ meet many of their top 10 requirements for choosing an institution of higher education.

Perceptions of WVU and the Perley Isaac Reed School of Journalism

The target audience has a positive perception of WVU overall. Just over 54% of our survey population, which should consist of responses from people other than WVU students had heard of West Virginia University. Of that percentage, 94% of respondents said that WVU was either a Good or Average school in comparison to other higher education institutions. Regarding their perception of the Perley Isaac Reed School of Journalism, 98.4% of survey respondents had not heard of the School. Regardless of this, respondents agreed that many of the intangible benefits offered by the SOJ would influence them to apply to WVU in order to attend the School if they were in fact seeking a journalism degree. The following graph shows some of the intangibles and their level of influence from highest to lowest.

The Level of Influence Some of the SOJ's Intangibles Have on Attracting NonWVU Students
Job placement with highly sought after companies. Provides real-world, hands-on opportunities. Scholarships specific to the School of Journalism - Award earning opportunities for students. Special accreditation that only a few journalism Doesnt just teach but creates innovation in Highly experienced and awarded faculty. Highly experienced and awarded School leadership. Smaller sized school, allowing it to adapt quicker. One of the first journalism schools in America. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Percent of those who answered "Very Influential" or "Somewhat Influential"

Despite the fact that non-WVU students seem to approve of the School based on our survey, evidence shows that these intangible benefits are not being conveyed well enough to the WVU student body in order for them to feel the same way.

23

According to the Hall & Partners survey, there is a lack of academic reputation around the SOJ amongst WVU students. WVU students who are not affiliated with the SOJ or business school were surveyed and indicated that 1 the College of Business and Economics is a better school in many ways . The results are in the graph that follows. Many of the perceptions that resulted from the Hall & Partners survey are the complete opposite of what our external survey discovered. This will have a negative impact on recruiting the undecided WVU student segment.

Non-SOJ WVU Student Perceptions of the SOJ vs. the College of Business and Economics (CBE)
Offers programs that are relevant Seems to care about its students Is a school I'd be proud to be associated with A high quality school Is an innovative school with a good plan for the future Is a school that prepares you for the real world Is a school others are talking about in a positive way Makes a real contribution in the community CBE
Source: Hall & Partners (Hall & Partners, 2012)

62% 63% 50% 60% 57% 55% 52% 51% 51% 51% 34% 44% 66%

61%

58% 66%

SOJ

Rather than believing the SOJ is less academic and less valuable than the College of Business and Economics, its preferred that WVU students view the School as one that offers strong curriculum with hands-on experience, a good overall education and a strong set of skills built through beneficial coursework. These traits came from 2 survey responses of actual SOJ students with regards to how they perceive their SOJ education.

Current Impact of the School of Journalism Brand

The impact of the SOJ brand is positive but not as positive as it could be. According to Hall & Partners, 87% of SOJ alumni agreed that they were either completely satisfied or somewhat satisfied with the education they 3 received from the School where only 77% of alumni from other journalism schools said the same things . Eighty-one percent of SOJ alumni felt they were either very prepared or somewhat prepared for their career 1 upon completing the program .
1 2 3

Hall & Partners, 2012 2010 Alumni Survey Summary, 2010 Hall & Partners, 2012

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Its the incongruence between these large percentages of seemingly successful and happy SOJ alumni and the fact 2 that only 48% of them feel that the SOJ is a top journalism school that helps fuel this campaign.

Brand Personality
Current Personality
Based on the same 2012 survey of SOJ alumni by Hall & Partners, strong personality attributes of the SOJ include 3 friendly, community-oriented, hands-on, real-world and ethical . Weaker personality attributes, those not chosen as often by SOJ alumni during the survey include unique, exciting, diverse, visionary and 4 inspiring .

Targeted Personality
The strong personality traits of the current SOJ personality fit it perfectly. Through a review of the Schools marketing channels and by personal experience, the School is definitely friendly, community-oriented, handson, real-world and ethical. Yet, in order to appeal more profoundly to the primary target audience some adaptations may be in order. The four best personality traits to focus on that are relevant to the target audience and the SOJ as well as timeless are friendly, handson, inspiring and human. Friendly was chosen for three reasons; First, many people like friendly brands; you cant go wrong being considered friendly. Second, its suggested that if a company is trying to attract a young hip audience, which Millennials are, then creating an informal, 5 friendly brand personality may be the best option . Third, according to research, the number one, self-reported descriptor of the Millennial generation is friendly; being a trait they will easily connect with. Friendly, along with the other top nine self-reported descriptors is shown in the following chart.
6

The four best personality traits for the SOJ are friendly, hands-on, inspiring and human.

1 2 3

Hall & Partners, 2012 Ibid Ibid 4 Ibid 5 Seltzer, 2011 6 The 2006 Cone, 2006

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Self-Selected Descriptors of Millennials

Friendly Open-minded Intelligent Responsible Thoughtful Caring Fun-loving Independent Creative Curious 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Percent of Millennials who self-selected this descriptor

Source: Cone Inc. and AMP Agency (The 2006 Cone, 2006)

Hands-on was selected for two reasons: First, the idea of hands-on conjures images of interaction, creation, learning etc. These ideas are directly related to two of the top 10 self-reported Millennial descriptors: creative 1 and curious . Second, based on the competitive analysis, the SOJ offers more opportunities for students to perform hands-on work. Hands-on was also one of the biggest reasons the target audience would consider the SOJ according to our survey. Inspiring was chosen as a personality trait for two reasons: First, inspiring was indicated as one of the Schools 2 personality traits although a weaker one. It can be related to the creative and open-minded descriptors of the Millennial generation. Second, although past alumni reported that the SOJ wasnt incredibly inspiring based on the Hall & Partners recent 3 survey , it is in fact inspiring. Whats not inspiring about sitting down in front of nationally recognized and respected news personalities in a guest lecture? Whats not inspiring about getting to travel all over the state, the nation and the world making and studying news? The list goes on. Human was chosen as a brand personality trait for the SOJ for three reasons: First, human relates to the 4 Millennial descriptors of caring, thoughtful, responsible and intelligent and these traits are some of what being human is all about. All of the content on the SOJ site and the majority of its other touch points reflect the human side of the brand. The projects performed by the students, the support the program shows for the accomplishments of its students, the excitement in the eyes of the students all exemplify the human side of the SOJ; its caring, thoughtful, responsible and intelligent side.
1 2 3

The 2006 Cone, 2006 Ibid Hall & Partners, 2012 4 The 2006 Cone, 2006

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Second, human encompasses some of the other strong brand personality traits that were identified by Hall & 1 Partners, such as real-world and community-oriented . We can still convey these other two traits through this single and more profound trait. Third, a human brand is an authentic brand. Millennials value brands that are authentic . Authentic brands 3 show emotion, they let you interact with them to prove to you that its real and it is what it says it is .
2

Brand Positioning
Current Brand Position
The SOJs current brand position can be summed up as such: To the 18-22 year old potential student, the Perley Isaac Reed School of Journalism is the journalism school that creates prepared students and professionals. This current position was deciphered by searching for common themes from throughout the SOJs marketing efforts. We reviewed the SOJ Insider magazine, the SOJs social media presence (Facebook, Twitter and YouTube), its website, its marketing collateral and its email marketing. The theme, prepared was the most common among all media and therefore stuck out as the main position of the School. Other less common themes that werent consistently used across all media and with varying frequency included student supportive, experienced faculty, respected, and supports community. The current marketing efforts of the SOJ primarily show that students are prepared by showing how theyre using both traditional and non-traditional skills in real-world settings both during and directly after graduation. The SOJ Insider magazine (below) shares a story with the target audience about a recent graduate whos using her 4 education to compete for a spot as MTVs Tweet Jockey . Another story focuses on the accomplishments of two 5 graduates who began their own marketing company that wraps commuter-vans with branded messages . Another story mentions a current students work on the WVU New program and how shes been able to apply her 6 education as a weekend TV news anchor during her time as an undergraduate .

1 2 3

Hall & Partners, 2012 Unlocking, 2012; Arnold, 2011 Rubin, 2011 4 Vincent, 2010 5 Vincent, 2011 6 Vincent, 2012

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Regarding social media (above), the SOJs YouTube channel shares the story of a student who competed in a competition where her team had to come up with the branding for and create all the touch points for a real 1 company. The team used their education to make a website and other marketing communications executions . Another YouTube video showed the story of a student who used his broadcast management skills to help produce 2 a video documentary and website dedicated to the hurricane Katrina victims who were relocated to West Virginia . The SOJ website offers a good amount of insight into how students are prepared to use their various skills during their time in the program. One story highlighted on the website (below) features a student who was able to work 3 with NBC in New York, covering the 2012 Summer Olympics . Another story (below) mentioned how students 4 were able to travel to Ireland to help a real client with their PR needs . Some of the collateral pieces shown on the next page that the SOJ sends to prospective students focus on how SOJ students are prepared to apply their various skills both during and after their undergraduate work. The Viewbook, used between 2008 and 2011 explains how students have the opportunity to produce work for real clients in both traditional 5 and non-traditional fields .

1 2 3

WestVirginiaU, 2010a WestVirginiaU, 2010b SOJ Student, 2012 4 International Client, 2011 5 2008-2011 SOJ Viewbook, 2011

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The Brag Card (partly shown below) describes opportunities for students to apply their education during their time in the program including the West Virginia Uncovered project, Journalism Week and interacting with 1 guest lecturers . Through an ad placed in the Daily Athenaeums Freshman Survival Guide, the target audience sees how one student was able to intern with Paramount Pictures, using her education to assist with international 2 publicity and red carpet events .

1 2

2011 Brag Card, 2011 Daily Athenaeum, 2012

29

The SOJ also sends emails (bottom of previous page) to the target audience that talk about two real students and how theyve been able to use their education in visual journalism and public relations during their internships to 1 help real companies such as ESPN and the Make-A-Wish Foundation .

Targeted Brand Position

In order to devise a new position for the School, the information in the list below was analyzed and compared against the old position as well as the other less common themes found among the Schools marketing materials. The strengths of the SOJ over the competition 10 intangibles of the SOJ that would influence a student to apply The top 10 factors that influence ones college decision The psychographics of the 18-22 year old market A list of ways to get Millennials involved with a brand How the target audience chooses products and services to purchase Surveys of new SOJ students on why they chose the SOJ A list of benefits of the SOJ according to SOJ alumni

The analysis of these items indicated that there is enough interest from the target audience in the current position of the School as well as almost all of the less common marketing themes in order to use them to produce a new position for the SOJ. In order to understand what is most important to the SOJ and their target audience, commonalities among all of the items in the list above were found and then sorted under themes once again as was done to find the current position of the SOJ. The new list of positioning themes, in order of their frequency of appearance among the items in the list above are: Prepared, affordable (replacing experienced faculty), respected, supports community and student supportive. Experienced faculty was replaced because the analysis didnt show enough evidence that the target audiences cared enough about it. These five themes were then merged into a single, believable, credible, motivating, distinctive, meaningful and allencompassing position for the School. The new positioning statement for the SOJ is as follows: To the 18-22 year old potential student, the Perley Isaac Reed School of Journalism is the school of journalism that provides an advantage over other schools. Below is an explanation of how each of the five themes relate to the advantage position.
2

Prepared
The SOJ better prepares its students by giving them more opportunities to use the skills theyve learned in more real-world, hands-on opportunities than other school like it. This was determined to be a viable theme to use towards creating a new position for the School because according to our survey of the student target audience, real-world, hands-on experience or a variant thereof was named one of the top six aspects of the SOJ that would influence a student to apply. It was one of the top 10 factors that influence their college selection; it was mentioned as one of the best ways to get Millennials involved with a

1 2

Meet Jamie, a WVU Journalism Student, 2012; Meet Shae, a WVU Public Relations Student, 2012 Positioning, n.d.

30

brand ; it was listed as one of the main reasons new SOJ students chose the SOJ and is also one of the main 3 benefits of the SOJ according to SOJ alumni .

Affordable
WVU offers a low cost education and the SOJ offers scholarships to offset the cost even further. This was determined to be a viable theme to use towards creating a new position for the School because according to our survey of the student target audience, SOJ specific scholarships was named one of the top six aspects of the SOJ that would influence a student to apply. Also, cost and opportunity for financial assistance were named among the top influences in choosing a college based on our survey. Lastly, cost specifically was listed as one of 4 the top considerations by Millennials when making a purchase decision .

Respected
The SOJ is a respected school because of the caliber of guest lecturers that are willing to come and educate its students, the companies and organizations that students both intern with and are eventually employed by and because of the number and kinds of awards its students and programs earn. This was determined to be a viable theme to use towards creating a new position for the School because the student target audience has indicated that they do in fact like the prospect of being placed with highly sought after companies. Based on our survey results, this was the top reason that prospective students would apply to get into the SOJ.

Supports Community
The SOJ clearly supports the community and even communities outside of Morgantown. This is done through the Schools numerous programs such as WVU News, West Virginia Uncovered, Cancer Stories, Mobile Main Street, the Buy Local Initiative etc. This was determined to be a viable theme to use towards creating a new position for the School because of the 5 6 overwhelming evidence of the Millennial generations desire to help a cause , help a community and help the 7 world . This target audience will appreciate the fact that the SOJ supports the community, causes, etc.

Student Supportive
The idea of being Student Supportive is based on the idea of being supportive of their accomplishments and helping them reach their goals rather than just teaching and hoping they can take it from there. This was determined to be a viable theme to use towards creating a new position for the School because having a student focused faculty and staff was one of the top reasons amongst the student target audience for choosing a higher education institution according to our survey.

1 2 3

A Look at Generations, 2010 SOJ New Student, 2011 2010 Alumni Survey Summary, 2010 4 Fields, 2008 5 Barton, Fromm, & Egan, 2012 6 A Look at Generations, 2010; Fields, 2008 7 Paul, 2012

31

SWOT Analysis

SWOT Rationale
Strengths
The SOJ creates better prepared students than the competition because the SOJ not only teaches students both traditional and non-traditional skills and gives them the opportunity to learn in a variety of ways besides the classroom, it also gives them more opportunity to apply those skills in real-world, hands-on experiences during their time in the program than the competition does. WVU and by extension the SOJ are more affordable than the competition because based on the competitive analysis, their cost of tuition for both in-state and out-of-state students is lower. To further reduce the cost of tuition the SOJ offers scholarships to its students.

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The SOJ is more supportive than the competition because it offers a mentoring program to assist students in networking and obtaining jobs. The faculty is also much more involved and supportive of students accomplishments. The SOJs personality is more human and authentic than the competition based on how much more of the content on its sites and in its marketing material show people enjoying themselves, creating, interacting, succeeding etc. Showing this will resonate with the target audience better and increase their interest in the program over the competition. The award winning programs at WVU such as WVU News will be seen as a way for students to earn profound experience but also accolades that will aid them in earning a good position after graduation. Lastly, no evidence was found that would indicate that the SOJs competition gets its students involved in community based journalism projects, being an obvious strength for the SOJ.

Weaknesses
WVUs overall university budget is smaller than the competition. Less money potentially means fewer amenities overall to interest and attract prospective students. The Universitys administration is putting more focus on and purposefully attempting to draw more attention to its STEM programs. This subsequently diverts attention away from the SOJ and negatively impacts enrollment and the ability to hire the best faculty. Due to budgeting constraints , the SOJ is currently not able to attract the most experienced and most awarded faculty to teach its students. Although the faculty it has is definitely experienced and awarded, theyre not among the most experienced and awarded which will also impact enrollment negatively to an extent since faculty experience did have some influence on college selection based on our survey though not as much as other factors. According to our survey of the student target audience, a very small percentage of them have heard of the SOJ. This obviously hinders enrollment. WVUs own students feel the business school is a better school than the SOJ . Less than half of SOJ alumni feel the 3 school is a top performer in its industry . Both are detrimental to future enrollment. Many of the traits that make up the SOJs current brand personality are identical to those of the competition. This limits the SOJ from using its personality as a differentiator to attract potential students.
2 1

Opportunities
According to our survey of the target audience, after raising their awareness of what skills are needed in the field of journalism these days (new media skills), the number of people interested in a career in journalism rose. If our marketing can increase awareness of the needs of the field, it may increase the willingness of the target audience to seek an education in journalism.

1 2 3

WVUIMC, 2012 Hall & Partners, 2012 Ibid

33

According to our survey, the target audience agrees that in order to get a job in journalism, its important to obtain a degree. This information goes along nicely with the previous point. The student target audience is very tech-dependent, more so than all other generations . Their interest in and usage level of technology makes them a perfect target for a journalism school looking to harness new technology. Having award winning programs such as the WVU News will increase enrollment by those who are interested in having the success of the program associated with their name when it comes time to find a job. Also indicated previously is the fact that the SOJs current personality can be a limiter in increasing enrollment because it doesnt stand out from the competition. Part of the plan of this proposal is to improve the SOJs personality so as to increase enrollment. Some WVU students and SOJ alumni dont perceive the SOJ to be a top program. Part of the purpose of this proposal is to change these peoples minds thereby potentially increasing enrollment by current WVU students.
1

Threats
The negative image of the field of journalism is seemingly one of the biggest deterrents to enrollment according to our survey of the student target audience. Because competing journalism schools offer more scholarships to freshman, its easier for them to choose to attend the other school since cost is a big factor in choosing a college according to our survey. With lowered funding from the state comes another reason why its hard for the SOJ to hire the most experienced and awarded faculty. Although not a main factor in choosing a higher education institution, the quality of faculty does have an impact according to our survey. According to our survey, some of the main reasons that the target audience is not interested in a career in journalism are due to their lack of interest in or distaste for traditional journalism skills. Many say they dont like to write or are not good at writing so they steer away from an education and career that requires it. Based on the results of our survey, students have more interest in STEM fields than journalism. A number of them indicated that the pay is bad in journalism thus they arent interested in the field or an education in it.

Phillips, 2010

34

Message Development
Integrated Communication Strategy Statement

Strategy Statement Rationale

This statement was chosen simply because all the rational aspects in the sphere on the left are whats needed in order to fulfill all the emotional aspects in the sphere on the right. For instance, knowing the faculty is more supportive than at other schools helps the student feel less angst while going through the program. The mentorship program, which is a unique feature of the School is a great example of its above and beyond support thats meant to provide one on one help in student development and in helping students network and gain employment. More real-world, hands-on learning that the immediate competition provides more opportunity to become more confident in ones abilities and their future in the field.

35

Students and faculty get to participate in award winning programs such as WVU News, the WVU student chapter 1 2 of the PRSSA and the WVU Ad Club to name a few. Being award winning programs means theyre run better and produce better content than similar programs at other journalism schools. This in turn offers students a superior learning opportunity. Because of their superiority to competing programs, students and faculty who are associated with these programs will potentially get farther than their peers at other journalism schools. In essence, these programs when listed on their resumes will increase the chances for students to land some of the best journalism positions. These programs also have great benefits for faculty members. If faculty is able to continue the programs award earning streak, this will help make them indispensable assets to the School and will give them an opportunity to earn awards themselves for their contribution. Offering more opportunities to help the community than what the competition offers lets the Millennial who is regularly interested in making a difference in the community and the world find fulfillment in their time at the University. Having more opportunities to make a difference during school will prepare them to do the same while working in the field. Also, this sort of work is some of the more fulfilling work that faculty can participate in which will help in keeping them on staff and even attract prospective faculty to the SOJ. The opportunity to take innovative classes that look more to the future help the student grow their confidence in being able to fulfill their duties as a new employee in an rapidly changing field.

Creative Brief
Integrated Communication Strategy Statement
We offer more of what you're looking for: More help to succeed, more preparation for a career and more opportunities to make a difference in the world through more opportunities to apply what you learn.

Why are we Advertising?

To increase SOJ enrollment by students with higher GPAs from all over the nation.

Whom are we Talking to?

People of either gender between the ages of 18 and 22 years old who are either college bound high school students or undecided WVU undergraduates who currently have a cumulative GPA of 3.0 or higher. These people may or may not be interested in journalism related degree programs.

What do They Currently Think?

Journalism is solely about writing, reporting, researching, interviewing and other traditional journalism duties. Journalism is not a desirable field to work in.

1 2

Student Awards, 2011 Student Awards, 2010

36

Some of the top influences on choosing a higher education institution are the overall reputation of the institution, the reputation of a particular department, school or college, opportunity to gain real-world experience, student focused faculty and staff, provides hands-on experience. Non-WVU students feel WVU is an above average institution. Perley Isaac Reed School of Journalism means nothing to them. They feel that some of the best things about the SOJ are that it provides real-world, hands-on opportunities as well as award winning opportunities for students, another type of real-world, hands-on opportunity. Current WVU students feel the WVU business school is better than the SOJ.

What Would we Like Them to Think?

The SOJ is a regional and national leader in journalism and communications education and innovation and provides more real-world, hands-on learning than similar journalism schools. The field is changing. Some journalism jobs require traditional journalism skills where many others these days require modern skills. Jobs that require the integration of modern and traditional skills are abundant these days and offer a means to chart the future of communications as we know it. Their love of technology and communicating with others and expressing themselves through it can be put to use in a fulfilling and exciting degree program and subsequent career in either journalism, public relations or advertising. The Perley Isaac Reed School of Journalism is thought to be a quality school among professionals in the field, notable employers of those with journalism degrees and journalism organizations.

What is the Single Most Persuasive Idea we can Convey?

The Perley Isaac Reed School of Journalism better prepares me for a fulfilling and successful career.

Why Should They Believe it?

In order of what matters most to the target audience: 1. The School offers more projects and programs to help the local and global community than similar journalism schools; providing students the chance to make a difference in the world more often. These experiences also add to their preparation for their career. The greater number of projects and programs offered by the School provides more understanding of the field than similar journalism schools through more opportunities to apply what students are learning. The School offers a more student focused and supportive learning experience than similar journalism schools. Some of the programs offered by the School have won awards which makes the students time in these programs very fulfilling and also adds to their preparation for their career. Because of the adoption of many modern technologies (social media, podcasts, blogs etc.), the journalism field now offers more jobs that require people to know how to use them alongside traditional media.

2. 3. 4. 5.

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What is the Personality we Want to Convey?

Friendly, hands-on, inspiring and human (real, authentic).

Are There any Mandatory Inclusions?

Schools URL when relevant The Schools logo West Virginia Universitys logo Words or imagery that revolves around all of the following: Successful, confident, fulfilled, creative. Images featuring ethnically diverse students from within the 18-22 year old age range.

What are the Specific Media Needs?

Social networks Interactive media Guerilla marketing Direct Mail (both direct and email) Mobile Internet advertising

What are the Specific Design Guidelines?

Primary color pallete: WVU gold/yellow - PMS 124, #eeb211; WVU blue - PMS 295, #00457c 2 WVU logos: The Flying WV with Signature logos Use the new Reed School logo
1

Renaming the School

The proposed new name for the School is Reed School of Media Communications. Reed was chosen as part of the name because first off, we felt it was important to keep the Schools heritage alive through its name. As indicated in the history section, Perley Isaac Reed not only created the School but he set the tone for it as well. His leadership, vision and dedication are seen and felt in everything the School does today. The administrators and faculty it hires, the curriculum it offers and the graduates it produces all share his traits in some form. Reed was also kept as part of the name because of the findings of our target audience. When asked what they didnt like about the name of the School, nearly every respondent said the name was too long. When asked what they did in fact like about the name, the far majority said that it sounded prestigious and official;
1 2

Color, 2011 Logos, 2012

38

specifically mentioning that it was Perley Isaac Reed or part of it that made the name seem so. Many respondents also said that having Perley Isaac Reed in the Schools name clearly indicates that he holds some standing in the field of journalism. Both sets of answers from our survey give credence to 1) keeping Perley Isaac Reed in the name somehow and 2) shortening the name. Thus, it came down to just Reed. Another reason for shortening the name to just Reed is to give the School more familiarity; to put people on a 1 first-name-basis with the School (even though this is his last name) . This familiarity helps convey that the School 2 has a loyal following which helps in increasing interest in the School. This is exactly what Northwestern Universitys journalism school has done. Theyre known only as Medill on their website. Journalism students and professionals alike know the school by that one name. It was also felt that keeping Reed in the name will help to maintain the nostalgia, pride and respect that its alumni and other stakeholders such as donors have for the School. All stakeholders are valuable assets to the longevity of the School. The word media was chosen because it relates to the fact that the School teaches how to use nearly every type of communication format available to disseminate the news and other information. From, TV, radio and print, to social media, blogging, and digital photography, the Reed School knows how to make news and information available to the masses. The word communications was used because the School has expanded its offering and because the target audience doesnt perceive the word journalism very positively these days. Regarding expanding its offering, the School now teaches journalism, advertising and public relations. Thus, communications is a better, all-encompassing term to describe this offering. It says, We teach how to convey information in a less specific manner that the word journalism does.

Media communications denotes that students specifically learn how to use media in communicating information to people.

Regarding the target audiences perceptions, our survey respondents indicated that they understand journalism to only involve writing, research, investigating, reporting and newspapers. Other research indicates that the target audience avoids traditional labels in relation to 3 journalism and its related fields . Also, search results based on the word journalism showed a generally negative depiction of the word, its field etc.; words such as death of, demise of and collapse were found in abundance. These findings prove that getting away from the word journalism is crucial. Communications helps to remove the negative connotation that journalism carries. Media communications helps indicate that the School teaches how to use both traditional and modern media for communicating news and information. Survey respondents were particularly interested in the field of journalism when they were told that it incorporates the use of modern communications tools and techniques such as blogging, social media, digital photography etc. Although the word communication is also used in the title of WVUs Department of Communication Studies, the pairing of media and communications is what sets the Reed School apart. As mentioned, media
1 2 3

Parrette, 2009 Ibid Media Next Presentation Script, 2009

39

communications denotes that students specifically learn how to use media in communicating information to people. The programs offered by the Department of Communication Studies specifically teach interpersonal communication through programs that focus on corporate and organizational communications and instructional 1 communication . Reed School of Media Communications is a versatile name as well. Its easy to shorten the name to Reed School. The Reed Schools new logo itself is versatile because of its simplicity. It can be easily changed to any color necessary as shown in the executions. It can easily be applied across different media such as print, digital and even fabric (shirts for instance) due to its simple lines and lack of gradients. And because its text only, its more timeless. Logo shapes come and go with the times making logos that employ a shape prone to becoming dated 2 and irrelevant .

Focus Group for Campaign Feedback

The focus group was used to verify if the Schools new positioning and strategy resonates with the target audience and to pre-test the Schools new name and executions in order to verify their effectiveness in conveying the new positioning. Five male individuals from the target age group attended the focus group. Each had a 3.0 GPA or higher (80% had a 3.5 or higher). Each were seniors in high school with intentions to attend college in the future. The focus group was held in a local church building in a classroom without windows and devoid of decorations in order to maintain the groups attention. We used a laptop and projector setup with the participants sitting in a semi-circle facing the screen and the moderator sitting alongside the screen facing the group. In this manner, everyone could see each other and the moderator could watch the body language of the participants as they reacted to what was on the screen. At the start of the focus group, each participant was provided a name plate. After getting to know each other the moderator passed out a paper that listed each of the executions that the group would be analyzing with a set of check boxes where the participants could mark their initial reactions to the execution on the screen prior to discussing them. The check box choices were Awesome, Good, Its OK, Not so Good and Trash. The moderator proceeded to show seven different executions to the group. The session lasted exactly two hours after which the group enjoyed pizza as a reward for their participation. The current name of the School and its potential new name were first addressed. The following are key findings from the conversation. Based on the Schools current name; Perley Isaac Reed School of Journalism, participants felt that it teaches mainly traditional media and writing. Also based on the Schools current name, the types of jobs that a graduate could land with their degree from the School include news, anchor, reporter, editing, author, novelist.

1 2

Department of Communication Studies, 2012 Dai, 2012

40

Participants liked that the current name was elegant and that it related specifically to journalism for those looking just for journalism programs. They didnt like the fact that it was hard to say, hard to remember and too long. All of these responses were nearly identical to those of the internet survey that was used during our initial market research. The responses about the initially proposed new name of the School (Reed School of Modern Media Communications) were very helpful in modifying it to the form it currently stands at. Based on the Schools initially proposed new name, participants felt that the School would most likely teach marketing, TV, internet, business and technologically advanced classes. Also based on the Schools proposed new name, participants said that the types of jobs that a graduate could land include TV, broadcasting, photography, recording, news, advertising, computer related. Participants liked that the proposed new name seems shorter but its not; that its easier to say; that its more familiar to them; that its easier to remember and that it makes [the School] sound more like a practical school.

Each of these findings about the initially proposed new name of the School relate to the new positioning of the School and the messages in the executions. Yet, when participants were asked what they did not like about the initially proposed new name they indicated the inclusion of the word modern leaves out the writing aspect of the program; puts more focus on modern technology, and makes it seem that the School is moving past traditional media. This resulted in a compromise in which the word modern was dropped to result in a name that still conveys the teaching of traditional and new media formats Reed School of Media Communications. The second part of the session revolved around the executions. The following are key findings from the conversation. The participants often voiced their concern over the message not being blatant enough. They felt the message 1 was vague. This relates back to the fact that Millennials dont want to dig for information . They said that the executions that use QR codes and Facebook will only work on them if they see people they know interacting with them first. For this very reason, word-of-mouth through Facebook and the ability to share the Facebook executions were implemented. One of the headlines used on a few of the executions was What does your future hold? Every participant was quick to mention that a form of this same message is on nearly every piece of communication they currently receive from higher education institutions attempting to recruit them. This phrase was obviously changed because of this. Participants agreed that all of the executions conveyed the Schools strategy. They saw how the School was good at teaching modern communications by teaching how to use both traditional and modern media formats. They
1

Participants agreed that all of the executions conveyed the Schools strategy.

Maue & Medina, 2012

41

felt the imagery, wording and even the tactic used to carry each execution helped conveyed the new positioning and strategy. The last key finding is that they didnt like messages that tried to say this is you, or this is what you should be doing too often. We toned these messages down as a result.

Communication Plan
Campaign Goals
Campaign Goal One
Increase enrollment in the School by at least 5% between January 1 , 2013 and December 31 , 2013.
st st

Rationale
This objective is based on Dean Maryanne Reeds desire to increase enrollment by 10% over the next two years . With this campaign being a single year campaign rather than a two year campaign its logical to target half of the 3 two year goal or a 5% increase in enrollment rather than 10%. Based on a fall 2012 enrollment of 1,047 students , a 5% increase would be 52 additional students. As of fall 2012, the School enrolled 74 new direct admit freshman . Adding 52 additional students to this enrollment figure creates a total enrollment goal for the campaign of 126 new students. January 1 , 2013 was selected as the start date for the campaign because it will allow us to have an impact on both the spring 2014 and fall 2014 enrollment periods. This is because the University begins accepting applications on th 5 September 15 and continues to accept them until it has admitted enough students to fill both the up-and6 7 coming spring semester first then the fall semester . Both semesters usually fill up by late April . The campaign st can get prospective students to apply up until the end of the campaign which ends December 31 and they can still be considered for admission. Regarding undecided WVU students and those who desire to change their major, its understood that they need ample time to be able to submit the proper paper work and even take the JQE or enroll in JRL 215 before they can 8 declare the journalism major and begin taking the applicable coursework . These campaign start and end dates will allow us to impact their decision to enroll in the School and still give them time to do whats necessary to enter.
st 4 2 1

1 2

Perley, 2012 Ibid 3 WVUIMC, 2012 4 Kimberly Walker, Perley Isaac Reed School of Journalism Marketing Strategist, personal communication, 2012 5 WVU Admissions representative, personal communication, 2012 6 Ibid 7 Ibid 8 Oliver Street, Assistant Dean for Student Services, personal communication, 2012

42

Campaign Goal Two

Have the average GPA of the entire group of new students enrolled (not just admitted) in the School between st st January 1 , 2013 and December 31 , 2013 be a 3.53 or higher.

Rationale
Dean Maryanne Reed indicated that one of her goals for the rebranding effort was to increase the admission of 1 students with higher GPAs to the School . Although a specific GPA goal was not indicated, the average GPA of admitted students for fall 2012 was a 3.53. It makes sense to aim for this same average GPA or higher for those students who actually enroll in the School.

Communication Objectives, Strategies & Tactics

The table below is a summary of which tactics will help fulfill the three campaign objectives. Many tactics were made to multitask by fulfilling multiple objectives at a time. Many of the tactics are interdependent as well. Objective One: Increase awareness of the School Tactics Press release Cause marketing event Cause marketing event print ad Proximity marketing at cause marketing event Augmented reality experience Mobile website SEO for mobile website PPC for mobile website iReporter app iReporter News page on Schools full website iReporter app print ad SEO for the Schools full website PPC for the Schools full website Animated contextual display ad Facebook-based web app Facebook sponsored story Direct mail postcard HTML Email
1

x x x x x x x x x x x x x x x x x x

Objective Two: Increase belief that the School better prepares for a fulfilling, successful career x

Objective Three: Increase awareness that the field uses new media these days too x

x x x

x x x

x x x

x x x x

x x x x x

WVUIMC, 2012

43

Objective One
Increase awareness of the School among the target audience from 1.6% to 3.2% between January 1 , 2013 and st December 31 , 2013.
st

Rationale
According to our survey, only 1.6% of the target audience has heard of the School. Based on data from the U.S. 1 Census Bureau, there were 30,672,088 people between the ages of 18 and 24 in the U.S. as of 2010 ; 1.6% of this figure is 490,753. With 3.2% being twice as much as 1.6%, the total number of people in the age group who would then know about the School would be 981,507. Since half of this amount is already aware of the School the target number of people to make aware of the School through the campaign would be 490,753. With over a dozen creative executions at our disposal, this number of contacts is obtainable.

Strategy One
Use public relations to help the target audience become aware of the School and its message.

Tactic Press Release

Send a press release to WVUToday.wvu.edu, WVU E-News, AlumniMag.wvu.edu, The Daily Athenaeum, Mashable.com and TechCrunch.com. It will also be posted on SOJeNews.wvu.edu and a link to this location will be posted on the Schools Facebook and Twitter pages.

Rationale
The press release targets both prospective freshman and undecided WVU students but mainly the undecided students. This is because there are over 6,000+ undecided majors, general studies students 2 and nontraditional students on campus . These students are considered the low-hanging fruit in that theyre already admitted to the University and simply need to be attracted to the Schools programs. WVUToday.wvu.edu was selected because although its readership is fairly low (in the low teens per 3 week ), its good to have the press release in as many places on campus as possible in order to catch the audience where they choose to read.

There are over 6,000+ undecided majors, general studies students and nontraditional students on campus. These students are considered the lowhanging fruit.

WVU E-News is an internal publication sent by email 4 that reaches 10,000+ faculty and staff members daily . Having the press release distributed to faculty and staff will help foster their support for the School and its new position.

1 2 3

Howden & Meyer, 2011 WVU Forms, 2012 John Bolt, Director of University Relations/News, personal communication, 2012 4 Jake Stump, Senior Writer, WVU University Relations/News, personal communication, 2012

44

AlumniMag.wvu.edu was selected as a recipient of the press release because although circulation was not identified for this publication, letting the WVU alumni know about the changes in the School may influence them to suggest to their posterity to enroll in it. The Daily Athenaeum was selected because its print version is read by 97% of WVU students . 2 With 29,706 total students as of fall 2012 , the press release will potentially reach over 28,814 readers. SOJeNews.wvu.edu was selected because its important to keep the Schools student body apprised of changes the School is making. This builds their loyalty and also provides them sharable content to use as brand ambassadors. The press release will be mentioned on the Schools Facebook and Twitter pages to also fuel its highly connected brand ambassadors. Off campus channels such as Mashable and TechCrunch were chosen because they reach the target audience both on and off campus. These channels also publish content related to journalism fairly often. Currently, Mashable.com receives over 20 million unique visitors a month with 16% of them 4 being between the ages of 18 and 24 or 3.2 million potential readers from the target audience. Mashable has posted content specifically related to what the topic of the press release will be about. TechCrunch.com receives over 13 million unique visitors a month with 19% of them being 6 between the ages of 18 and 24 or 2.47 million potential readers from the target audience. Like Mashable, TechCrunch has also posted content specifically related to what the topic of the press release will be about.
5 3 1

Execution Details
The press release will cover how the field of journalism isnt dying but changing and how journalism schools are changing in order to match the needs of the field. The Reed School will be highlighted in the press release as an example of one that has implemented changes that are helping to sustain the field and prepare students to work in it. Some of the changes to the School that will be highlighted are the fact that it provides more help to succeed; more preparation for a career and more opportunities to make a difference in the world through more opportunities to apply what students learn. The Schools new name will be discussed also since this is directly related to the changes in the field and the changes the School has made. The press release will also discuss how the target audience is ready to enter the new age of journalism due to their love for and ability to wield non-traditional media formats.
1 2 3

Advertise, 2012 Overall WVU, 2012 Advertising Opportunities, 2012 4 Mashable Network: Demographics, 2012 5 Advertise, 2012 6 TechCrunch.com: Demographics, 2012

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Execution Goals
To produce free publicity for the School and word-of-mouth as a bi-product. To get both the prospective freshman and undecided WVU student to feel that journalism is still a viable field these days. To get them to feel that the School knows how to better prepare students for a career in journalism. To get them to feel that they would be well supported at the School. To inspire them to go to the Schools full website and look for additional information about the program and the field.

Strategy Two
Use cause marketing to help the target audience become aware of the School.

Tactic One Cause Marketing Event

Hold a battle of the bands type event to generate donations for Morgantown charities.

Rationale
The main audience the event hopes to reach is the 6,000+ prospective enrollees on campus as well as faculty and staff. A cause related event will best gain the audiences attention because 68% of them say that a companys social and/or environmental commitment is either important or extremely 1 important when deciding which products to buy . The connection between company and cause needs to be authentic for it to work and the Reed School already has a history of helping the community. The event also acts as an opportunity to disperse a message about the School to attendees via a proximity marketing tactic (see Strategy Three below) which will help to endear the audience to the School even more than the event alone.

68% of Millennials say that a companys social and/or environmental commitment is either important or extremely important when deciding which products to buy.

The event revolves around music because music is a main part of the Millennial generations lives. Seventy-four percent own MP3 players (almost 20 percent more than generation X and 2 overall the highest percentage of ownership) and 80% search for, download and listen to music 3 over the internet regularly where only 60% of all other consumers do .

1 2 3

The 2006 Cone, 2006 Zickuhr, 2011 Beltrone, 2012

46

Execution Details
The name of the event will be Communicating for a cause with a tagline of sorts that says, Using music to make money for local charities. Communicating having direct reference to the School and its new name and what it teaches and Using music indicating music being a communication format. The event will be free but donations will be encouraged because the Reed School as the events sponsor will be matching donations up to $35,000. Five local, semi-popular bands that the student body is most likely aware of will be selected by the School to play a one night event on the Mountainlair Green. Five Morgantown charities will also be selected by the School. The bands will play and based on crowd cheering at the end, the winners from first to fifth place will be announced. The donations earned will be distributed evenly among the charities. The event will be advertised in the Daily Athenaeum (see Tactic Two below) and a banner will be designed to be hung at the event which will help establish the connection between the event and the Schools involvement. The banner will read: Communicating for a cause - Using music to make money for local charities along with Donations will be matched up to $35,000 by the Reed School. The Reed School logo will be on the banner as well.

Execution Goals
To gain the attention of all students on WVUs campus in order to increase their awareness of the School and its message. To inspire undecided WVU students to go to the Schools mobile or full website and look for additional information about the program and the field. To inspire WVU faculty and staff to be supporters of the School and its programs.

Tactic Two Cause Marketing Event Print Ad

Place a print ad in the Daily Athenaeum to announce the coming of the battle of the bands cause related event.

Rationale
The print ad targets the 6,000+ prospective enrollees on campus as well as faculty and staff. A print ad in the Daily Athenaeum was selected for the same reason the press release will be 1 released through it; its print version is read by 97% of WVU students , equaling a potential reach of over 28,814 students.

Advertise, 2012

47

Execution Details
The look and feel of the print ad will be creative and fun to match the ambience of a battle of the bands event yet at the same time, will respect the image of the School. It will be a half page tabloid ad. It will show the events title which is Communicating for a cause - Using music to make money for local charities and indicate theta the event is sponsored by the Reed School. It will explain how the School will be matching donations. The ad will state the bands that are playing, the charities involved and how the donations will be distributed equally among the five charities. Lastly, the ad will explain when and where the event is.

Execution Goals
To increase awareness of the cause related event and by extension the School itself and to endear the audience to the School because of its involvement in a cause. To get both decided and undecided WVU student to attend the event and feel inspired to go to the Schools mobile or full website and look for additional information about the program and the field. To inspire WVU faculty and staff to be supporters of the School and its programs.

Strategy Three
Use proximity marketing to help the target audience become aware of the School and its message.

Tactic Proximity Marketing at Cause Marketing Event

Use a portable device that transmits advertisements to the smartphones of people around it via Bluetooth and Wi-Fi.

Rationale
The proximity marketing tactic targets the 6,000+ prospective enrollees on campus. The purpose of using proximity marketing during the cause marketing event is to provide an advertisement about the School at a time when the audience will be most likely to perceive it as relevant and opt-in to receiving it. Proximity marketing is an opt-in marketing tactic. This form of advertising is effective because 93% of young 1 adults own cell phones and its very interactive and 2 engaging. Millennials prefer engaging advertising .

93% of young adults own cell phones.

1 2

Walter, 2012 Rosales, 2012

48

Execution Details
The proximity marketing tactic will use a product called the Ad-Pod Plus. Its a battery 1 operated , portable device that can connect with 95% of cell phones including Android, Apple, 2 RIM (Blackberry) and Windows phones through both Bluetooth and Wi-Fi . The Ad-Pod Plus works by transmitting an uploaded advertisement to phones within 200 feet of 3 itself automatically . It can be set to only transmit to each phone a certain number of times so as 4 to not bother people . The Ad-Pod will be effective in transmitting the Schools message because of its ability to reach so 5 many phones and because it has a 14% opt-in rate . The ad that will be sent via Ad-Pod will show a young woman cuddled up on the floor with a pile of laptops, smartphones, tablets and e-readers. The headline will read Love technology? The sub-head will read, Welcome to your future. The body will then say, Learn to use both modern and traditional technology in either journalism, advertising or public relations through more hands-on ways than other schools. The call-to-action is two-fold, Learn how and a closing statement that says, Look into your future. Welcome to your future are meant to subtly show them that their love for digital communication makes them fit in to the fields of journalism, advertising and PR since theyre all now using digital formats. Look into your future is meant to say that the Reed School knows digital communications and how to teach them to use it as a career. The proximity marketing advertisement will be transmitted by 10 volunteer students from the Reed School during the cause marketing event and throughout the next seven school days after while the Schools cause event is still fresh in peoples minds.

Execution Goals
To get both decided and undecided WVU student to feel that journalism is still a viable field these days. To get the undecided WVU student excited about journalism and what they can do with it. To get them to feel that the School knows how to better prepare students for a career in journalism. To inspire them to go to the Schools mobile or full website and look for additional information about the program and the field.
1 2 3

Anwar Craven, Ad-Pods Bluetooth Marketing Representative, personal communication, 2012 Ad-Pods, 2012 Ibid 4 Anwar Craven, Ad-Pods Bluetooth Marketing Representative, personal communication, 2012 5 Ibid

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Strategy Four
Use guerrilla marketing to increase awareness of the School and its message.

Tactic Augmented Reality

Setup an augmented reality experience inside the Mountainlair Student Union.

Rationale
The augmented reality experience targets the 6,000+ prospective enrollees on campus. The tactic will help create word-of-mouth for the School because its 1 creative and engaging , which the target audience prefers over a hard 2 3 sell or traditional advertising . Word-of-mouth is how the app will perpetuate its message. The fact that the execution is located in a busy and popular part of campus will help to create word-of-mouth about the execution itself. This will in turn send more people to see it and subsequently increase awareness of and interest in the School.

The target audience prefers creative and engaging advertising over a hard sell or traditional advertising.

Execution Details
A giant, black and white, open newspaper (six foot by eight foot) will be hung on the wall in the Mountainlair Student Union. The newspaper will show real headlines and readable stories from various sources that were found during our research about the fabled demise of the journalism industry. In the lower right section of the newspaper will be a large, full color call-to-action telling viewers to download the free app through the QR code on the floor. A big sticker on the floor will display a QR code that leads to where the viewer can download the app for free and a call-to-action to do so. The call-to-action will be See the future of media in 3D! When the viewer launches the app, they will see a header that reads Whats the media's future? After that they will be given short instructions on how to use the app. When they view the six by eight foot newspaper through the smartphone app, it changes from a newspaper to a movie screen in a sense where they will see a 45 second story unfold. The augmented idea comes from overlaying fictional moving imagery over a non-fictional setting. The videos content is outlined in storyboard form in the Executions document. The video highlights the fact that journalism isnt dead but changing and that the target audience are perfect candidates to enter the new age of journalism due to their love for and ability to wield non-traditional media formats.

1 2 3

Rosales, 2012 A Look at Generations, 2010 Hodges Young, 2012

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The video will briefly explain how the School provides a way to get involved in this new form of journalism. It will briefly explain that the School provides more preparation for a career through more opportunities to apply what students learn. The fact that the School changed its name as a result of the changes in the journalism field will be covered as well along with the Schools new logo. Once the video is over, the viewer will see an exit screen with the Schools logo on it and a call-toaction that says, The future is Reed. Look into your future! and a button that says Show me! If they click the button they will be taken to the Schools mobile site (see Strategy Five below). The app will be designed to work on both Android and Apple iOS based phones. This is because 1 more people own phones on these two platforms (20% and 19% respectively ) over all other platforms including Blackberry, Windows and Symbian platforms. Volkswagen utilized an augmented reality tactic with tremendous success. Below are screenshots that show what VWs billboard looked like before viewing it with the augmented reality app (left) and after (right).

Smith, 2012

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Execution Goals
To generate word-of-mouth around the School, its new name and new positioning and keep the School in peoples minds long after the execution is taken down. To get both decided and undecided WVU student to feel that journalism is still a viable field these days. To get the undecided WVU student excited about journalism and what they can do with it. To get them to feel that the School knows how to better prepare students for a career in journalism. To inspire them to go to the Schools mobile or full website and look for additional information about the program and the field.

Strategy Five
Use mobile marketing to help the target audience become aware of the School.

Tactic One Mobile Friendly Site

Create a simplified, mobile friendly version of the Schools site.

Rationale
The mobile site targets both prospective freshman and the 6,000+ prospective enrollees on campus. Having a site that is specifically geared toward mobile users is important because not only does 1 93% of the target audience own cell phones these days but, 23% of them do their online college 2 searching from their phones . Its important to be where they are.

In addition, 65% of high school students said they were more interested in a higher education institution because of a positive experience with their website, with 31% saying it was because they 3 were able to find what they were looking for on the site . Using the Schools full site as a mobile site provides too much clutter and information to be useful as a mobile site. Millennials dont 4 want to dig for information and a mobile version of a website is usually a more simplistic version of the full site, hosting less but more pertinent information.

Not only do 93% of the target audience own cell phones, 23% of them do their online college searching from their phones.

1 2 3

Walter, 2012 Noel-Levitz et al., 2010 Ibid 4 Maue & Medina, 2012

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Having a mobile site available for those doing online college searches will benefit the school greatly.

Execution Details
The mobile sites content will focus on the main things that high school students look for when they visit a programs website. The overall details about the academic programs (highly valued by 18% of prospective 1 students ). Within this section the visitor will see information on ways to use their education to get involved and make a difference (community journalism, global journalism, WVU News, competitions etc.). This demographic is very interested in helping with causes and seek to make a difference in the world. Showing them how the School will help them make a difference both during and after the program will go a long way with them. Also included in the academic programs section will be a link to the cost breakdown information provided by the University; something that is highly valued by 21% of 2 prospective students . A list of academic degrees available and what theyll be able to do with them (highly 3 valued by 28% of prospective students ). A list of courses and what theyll learn in each (highly valued by 34% of prospective 4 students ).

Lastly, the mobile site will also have a section that allows the user to see the news submitted through the iReporter app (see Tactic Four below), and a link to download the app. The site will be available on both Android and Apple iOS platforms.

Execution Goals
To increase the number of people who come in contact with the School. To get both the prospective freshman and undecided WVU student to feel that journalism is still a viable field these days. To make both the prospective freshman and undecided WVU student feel that enrolling in the School is an easy decision based on the type of and amount of information the site gives them. To get them to feel that the School knows how to better prepare students for a career in journalism.

1 2 3

Noel-Levitz et al., 2010 Ibid Ibid 4 Ibid

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To get them to feel that they would be well supported at the School.

Tactic Two SEO for Mobile Website

Implement Search Engine Optimization (SEO) on the Schools mobile website.

Rationale
The search marketing targets both prospective freshman and the 6,000+ prospective enrollees on campus. The purpose of using search marketing (SEO and PPC/CPC) is to help the School be found under additional keywords that relate to its new positioning thereby increasing traffic to the site and exposure to the Schools message. SEO helps the campaigns effects last a long time into the future. Search marketing was specifically chosen because as mentioned, search is the target audiences 1 number one method of self-education when investigating higher education institutions . Search marketing was also chosen because using the right keywords is important in this situation. This is because 20% of high school students enter words to search by based simply on what 2 describes the programs theyre interested in . Meaning, some may not know exactly what theyre looking for until they find it. The table below shows keywords that relate to the Schools new positioning that have few other companies trying to be found through them and are searched on a fairly frequent basis. Some of them will be implemented. Keyword Number of Monthly Searches 33,000 27,100 6,600 6,600 4,400 4,400 3,600 3,600 3,600 Number of Other Entities Seeking to be Found Through These Keywords Low Low Low Low Low Low Low Low Low

Media journalism Communication journalism Digital journalism Communication media studies Internet journalism New media communications Journalism and social media New media journalism Community journalism

Source: Google AdWords Keyword Tool

Execution Details
With a monthly budget of $8,000 for six months and the top three keywords we can find, we can get the School to around a number five position on the Google search results which will give you

1 2

Hall & Partners, 2012 Noel-Levitz et al., 2010

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an average of 1,049 searches over those six months . With an average 7% click-to-lead conversion rate at a number five position, you will end up with around 73 qualified leads from 2 this effort alone . SEO is the process of adding keywords relevant to what you want your site to be found for in strategic locations and ways on your website. The placement of these keywords is what will be done as part of the campaign. Along with placement of the keyword content, SEO requires continuous analysis in order to verify if the keywords are still working to increase the Schools ranking in the organic listings, the search results in the main body of the search engine results page. After the initial six months of having the right keywords in the right places, then only maintenance is involved to keep the Schools ranking for those keywords. This search marketing effort is meant to augment the Schools current SEO efforts, not replace them.

Execution Goals
The goals for all mobile search marketing efforts: To increase traffic to the site and exposure to the Schools message and maintain said traffic and exposure long into the future. To get both the prospective freshman and undecided WVU student to feel that journalism is still a viable field these days. To make both the prospective freshman and undecided WVU student feel that the School is top quality because of its high ranking on the search engine results page. To get them to feel that the School knows how to better prepare students for a career in journalism. To inspire them to go to the Schools mobile website and look for additional information about the program and the field.

Tactic Three PPC/CPC for Mobile Site

Implement Pay-Per-Click/Cost-Per-Click (PPC/CPC) marketing for the Schools mobile website.

Rationale
The PPC/CPC marketing also targets both prospective freshman and the 6,000+ prospective enrollees on campus. Unlike SEO, the purpose of using PPC/CPC is to gain immediate traffic and awareness. The results of SEO take a while longer to occur but are more permanent which is why using both is

1 2

Kade Opfar, SEM Consultant, Orange Soda Internet Marketing, personal communication, 2012 Ibid

55

important for this campaign. Just like the SEO tactic, implementing this tactic is meant to augment the Schools current search marketing efforts, not replace them. The other reasons for using search marketing mentioned in the SEO rationale above apply to PPC/CPC as well.

Execution Details
With a monthly budget of $6,000 a month for six months and the same top three keywords as used in SEO, we can get the School to around a number 1.7 position in the sidebar search results 1 listings and around 1,194 clicks over those six months . With an average 7% click-to-lead 2 conversion rate, this will result in around 83 qualified leads from this effort alone . PPC/CPC involves choosing the keywords that best describe what it is the School is trying to offer and then bidding on a cost per click basis in order to be found for those keywords. The higher the bid, the higher the School shows up on the search results which appear in the right sidebar of the search results page. Continuous analysis is involved in this search marketing tactic as well in order to verify which keywords are working and which arent. Execution Goals Along with what was mentioned in the SEO goals above, the main goal of PPC/CPC is to gain immediate traffic and awareness.

Tactic Four iReporter App

Create a mobile app to help the target audience become aware of the School and its message.

Rationale
The app targets both prospective freshman and the 6,000+ prospective enrollees on campus but mainly the prospects on campus. The app will help the undecided WVU student gain an interest in journalism and its related fields by helping them experience journalism. The app will help them come to understand that journalism is not just about reporting, interviewing, writing and newspapers these days but that non-traditional media and other technology can be used to spread information; some of the areas of misunderstanding on their part discovered in our survey. An experience , along with the opportunity to be entertained , to give their feedback and make 6 a difference in the world are what draw people from the target audience to a brand. This app will do all four of these things.
3 4 5

1 2 3

Kade Opfar, SEM Consultant, Orange Soda Internet Marketing, personal communication, 2012 Ibid Rosales, 2012; Thompson, n.d. 4 A Look at Generations, 2010 5 Ibid 6 Ibid

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Millennials are more likely than other age groups to post their thoughts and experiences online, and to contribute their views to user-generated content.

The app will also get the audiences attention because theyre more likely than non-Millennials to post their thoughts and experiences 1 online, and to contribute their views to user-generated content . In essence this is a crowdsourcing tool; it needs the user to contribute content. When done correctly, crowdsourcing creates more 2 knowledgeable consumers . The more knowledge and experience the target audience gets in relation to journalism, the more likely theyll be to look into the program. Because of its capabilities outlined below, the app will generate word-of-mouth for itself as well as the School. It will be a tool that will continue to recruit undecided WVU students for years to come.

Execution Details
The app is called iReporter and is similar to the iReport website and app run by CNN. Its an app that allows the user to submit to the School what they feel is news by means of their smartphone. To use it, the user launches the app, uploads either a still photo or video theyve taken previously, adds a headline and a brief description of whats going on in the imagery along with a short news story; chooses a category that it may fit in and submits it. The stories are collected in a pre-publication website where the School reviews each submission for appropriateness prior to making the content available on the iReporter page of the Schools site (see Tactic Six below) and on the mobile site. Upon downloading the app, the user will be required to setup their profile which includes their name and age. At that time, theyll be allowed to choose whether or not their news is pushed to their Facebook and/or Twitter pages once its been approved by the School for publication. One of the special benefits of the app is that some submissions may be highlighted or investigated and covered at length on WVU News. Such stories are found on the iReporters in the News sub-tab of the iReporter tab on the Schools website (see Tactic Five below). The app will be downloadable through the Schools home page and mobile site and an advertisement for it will be placed in the Daily Athenaeum (see Tactic Six below). The app will be available on both Android and Apple iOS platforms.

Execution Goals
To help both the prospective freshman and undecided WVU student gain an interest in journalism and its related fields by helping them experience journalism. To get them to feel that journalism is still a viable field these days.

1 2

Paul, 2012 New CMU, 2012

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To make both the prospective freshman and undecided WVU student understand how the field of journalism is changing. To make them feel that journalism is exciting. To get them to feel that the School knows how to better prepare students for a career in journalism. To inspire them to go to the Schools mobile or full website and look for additional information about the program and the field.

Tactic Five iReporter News Page

A page on the Schools full website to host user submissions from the iReporter app.

Rationale
The news page targets both prospective freshman and the 6,000+ prospective enrollees on campus. The purpose of the news page is to increase the target audiences contact with the School and its message. This is done by posting the news thats submitted by the iReporter user to the Schools website and mobile site which requires the apps user to visit the Schools sites in order to see their published news. Their interaction with the Schools site will obviously increase the users awareness of the School and their understanding of what journalism is these days (traditional + non-traditional media use). In addition, allowing users to post their news to their Facebook and/or Twitter pages will increase their friends and followers awareness of the School as well.

Execution Details
A tab entitled iReporter News will be placed between the Current Students and the Faculty & Staff tabs. A header on the news page will say, Create the news thats important to you! which will give a quick idea of what the page is about and create interest as to how one can create news. Once on the page, an additional navigation bar will include the following tabs: Newest News, Popular News, iReporter's in the News, News Categories, About iReporter and Download iReporter. The last option at the end of the navigation bar will be a search box. The iReporters in the News tab shows the video clips from WVU News in which certain iReporter news submissions were either highlighted or were investigated further by the WVU News team and covered at length. Regardless of the tab that is selected while on the page (except the Download iReporter tab), the top five news stories for that selection will be displayed similarly to the main stories displayed prominently under the navigation bar on the Schools home page. The user can either

58

click on one of the stories theyre seeing or click a button that says More Stories to be taken to a page where they can scroll through the headlines of the stories that have been submitted. Once a story is clicked and is the only story being shown, the user will have the option to Like or Tweet the story to their own Facebook and/or Twitter pages. The user will also see a short list of the responses the story is getting from Facebook and Twitter.

Execution Goals
To get both the prospective freshman and undecided WVU student to feel that journalism is still a viable field these days. To make both the prospective freshman and undecided WVU student to feel that using the app would be fun and exciting and that they should download and use it. To make them feel that they have the ability and desire to tell their or other peoples stories. To get them to feel that the School knows how to better prepare students for a career in journalism. To inspire them to look through the rest of the information on the Schools website.

Tactic Six iReporter Print Ad

Place a print advertisement in The Daily Athenaeum regarding the iReporter app.

Rationale
The print ad targets the 6,000+ prospective enrollees on campus. The purpose of the print ad is to increase the target audiences awareness of the iReporter app, which will increase its usage and thereby increase the target audiences awareness of and interaction with the School. Although print media would not normally be the number one choice of strategy to gain the attention of the Millennial audience, the Daily Athenaeum is an exception. The print version of 1 The Daily Athenaeum is read by 97% of WVU students . With 29,706 total students as of Fall 2 2012 , the ad will potentially reach over 28,814 readers, making the Universitys newspaper a perfect choice for increasing the target audiences awareness of the app and in turn the School and its message.

1 2

Advertise, 2012 Overall WVU, 2012

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Execution Details
The ad will be a quarter sized tabloid page in The Daily Athenaeum. The headline will be Wanna be in the news? The body copy will tell them to download the app to do so and continue with a brief rundown of what the app does and where their news can be seen (The Schools website, WVU News and on their own Facebook and Twitter feeds).

The Daily Athenaeums print version is read by 97% of WVU students, equaling a potential reach of over 28,814 students.

The ad ends with a call-to-action that says, Make headlines with a QR code that leads to the mobile site where it can be downloaded and the URL of the iReporter News page on the Schools full site where the app can also be downloaded. The ad will indicate that the app is provided by the Reed School of Media Communications.

Execution Goals
To make the undecided WVU student feel that using the app would be fun and exciting and that they should download and use it. To make them feel that they have the ability and desire to tell their or other peoples stories. To get them to feel that the School knows how to better prepare students for a career in journalism.

Strategy Six
Use Internet marketing tactics to help the target audience become aware of the School.

Tactic One SEO for the Schools Full Website

Implement Search Engine Optimization (SEO) on the Schools normal website using additional keywords that promote the campaigns strategy.

Rationale
The SEO efforts target both prospective freshman and the 6,000+ prospective enrollees on campus. The purpose of implementing SEO on the Schools full website is the same for implementing it on the mobile site; to increase traffic and thus awareness and exposure to the Schools message. Just like the SEO tactic for the mobile site says above, the target audience uses the internet to search more than all other generations and search is their main source of learning about higher education institutions. Its important to make the full site just as search friendly as the mobile site in order to increase awareness of the School.

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Execution Details
Same as the mobile SEO tactic: Around 73 qualified leads out of 1,049 searches through six months of effort with similar results perpetually thereafter.

Execution Goals
The goals for all website search marketing efforts: To get both the prospective freshman and undecided WVU student to feel that journalism is still a viable field these days. To make both the prospective freshman and undecided WVU student feel that the School is top quality because of its high ranking on the search engine results page. To get them to feel that the School knows how to better prepare students for a career in journalism. To inspire them to go to the Schools mobile website and look for additional information about the program and the field.

Tactic Two PPC/CPC for the Schools Full Website

Implement Pay-Per-Click/Cost-Per-Click (PPC/CPC) marketing on the Schools normal website using additional keywords that promote the campaigns strategy.

Rationale
Same as the SEO rationale above.

Execution Details
Same as the mobile PPC/CPC tactic: Around 83 qualified leads out of 1,194 searches over six months at which time the SEO efforts will maintain traffic for the selected keywords.

Tactic Three Animated Contextual Display Ad

Run an animated (moving but not video) contextual display ad for the School through Google AdWords.

Rationale
The display ad targets both prospective freshman and the 6,000+ prospective enrollees on campus. The purpose of this tactic is to put the School where the target audience spends a lot of their time online, thereby increasing awareness and exposure to the Schools message.

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An internet display ad will be used because the target age group is online frequently, seeking 1 information and entertainment during all day parts . In fact, 94% of those between 18 and 29 2 use the internet . This indicates the target audience is highly accessible through the web. A contextual display ad will be used because of the relevance they convey. Relevance is key because people between the ages of 15 and 24, which includes our target audience are the most accepting of online ads when theyre relevant (49% vs. 39% for 25-44 year olds, 35% for 45-54 3 year olds and 46% for 55+ ). Also, 58% of this same age group report 4 clicking on internet ads . Contextual advertising is more intelligent than basic web advertising which includes manually placing ads because it shows your ads on web 5 pages with similar content . Contextual advertising is relevant advertising.

49% of Millennials are more accepting of online ads if theyre relevant and 58% click on online ads.

Execution Details
The Google AdWords program will be used because it not only places the ad on sites that are showing similar content to that of the ad but it will allow us to choose the demographic, including age that we want the ad to appear to. The ad will be a 2.6 inch by 2.6 inch two slide pop-up that uses Flash. One slide will show for a few seconds then the other will show in order to create movement and capture the viewers 6 attention. This size and format of ad was chosen because it received the most click-throughs on Googles display ad network over all other sizes and formats. The first slide of the ad will look like a meme; showing a young woman cuddled up with a pile of laptops, tablets, e-readers and smartphones with a caption that says, Love technology? The caption relates to the audiences love for and capacity to use non-traditional media. The second slide will say, Learn to use both modern and traditional technology in either journalism, advertising or public relations through more hands-on ways than other schools. This relates to the Schools strategy: We offer more of what you're looking for: More preparation for a career through more opportunities to apply what you learn. The ad will end with the Look into your future! call-to-action.

Execution Goals
To get both the prospective freshman and undecided WVU student to feel that journalism is still a viable field these days.

1 2 3

Carmichael, 2011 Zickuhr & Smith, 2012 Baby, 2011 4 Ibid 5 Owyang, 2008 6 Click Through, 2010

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To get them to feel that the School knows how to better prepare students for a career in journalism. To inspire them to go to the Schools full website and look for additional information about the program and the field.

Strategy Seven
Use social networking tactics to help the target audience become aware of the School.

Tactic One Facebook-Based Web App

Launch a Facebook-based web app.

Rationale
The web app targets both prospective freshman and the 6,000+ prospective enrollees on campus. The purpose of this tactic is to spread the Schools name and message virally through Facebook. Facebook was chosen because 76% of high school 1 students use Facebook in the college research process and 61% of 18-29 year olds use social networks on a 2 daily basis . This indicates that Social media, especially Facebook can be valuable in increasing the target audiences awareness of the School and its message.

In addition, as the execution details will explain, this execution allows the target audience to share access to the execution as well as their experience with it through Facebook. This is important because 80% of high school students are happy to receive 3 both official and unofficial information about colleges through social media . The Schools name will be shown at the end of the video thats used in the tactic which makes its message official and a post from a Facebook user about their experience with the tactic is an unofficial message. The target audience should like this tactic because theyre tech dependent and are best reached 5 through engaging and experiential advertising . This tactic incorporates all three of these.
4

76% of high school students use Facebook in the college research process.

Execution Details
The tactic is called a Facebook-based web app because its accessed and used through the web rather than Facebook directly yet, its content is sourced from an integration with Facebook.

1 2 3

Noel-Levitz et al., 2010 Direct Marketing Association, 2012 Noel-Levitz et al., 2010 4 Phillips, 2010 5 Rosales, 2012; Thompson, n.d.

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Its content aims to convey to the audience once again that their abilities with non-traditional media makes them a perfect fit for the School and the field of journalism as it stands these days. The web apps home page shows a headline that like some of the other executions says, Whats the media's future? Along with this will be a button that says, Launch by Connecting to Facebook. Other web apps made by other marketers have a similar call-to-action which helps the viewer understand immediately how the web app will work which alleviates some concern for privacy etc. The video that is shown once the viewer connects through Facebook is 54 seconds long. The videos content is outlined in storyboard form in the Executions document. The video insinuates the fact that journalism isnt dead by showing a person accessing news and information through multiple digital formats (blog, online version of a newspaper, and online news video). The main message is that the viewer (most likely of the target audience) is a perfect candidate to enter the new age of journalism due to their love for and ability to wield non-traditional media formats. At the end of the video, the viewer receives a message that relates to the Schools new strategy: We offer more of what you're looking for: More preparation for a career through more opportunities to apply what you learn. The very last phrase spoken on the video is: Youre the future of the media Once the video is over, the viewer will see a screen with the Schools logo on it and a call-toaction button that says, Look into your future! If they click the button theyll be taken to the Schools full website. Word-of-mouth, through a share feature on the exit page is how the app will perpetuate its use and message. The web app will only be served on laptops and tablets because the content will be too small to see on a smartphone screen. The dissemination of the web app will be seeded through the Schools Facebook and Twitter pages with an encouragement to the Schools followers to share or re-tweet the post. The music for the web app (see included USB drive) is of an indie rock artist named Alexi Murdoch. Indie rock was selected because Millennials enjoy discovering new music more than 1 other generations . Thus, including new artists in advertising is a good way to endear the 2 audience to the School .

Execution Goals
To get them to feel that the School knows how to better prepare students for a career in journalism.
1 2

Beltrone, 2012 Ibid

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To get the undecided WVU student excited about journalism and what they can do with it. To inspire them to go to the Schools full website and look for additional information about the program and the field.

Tactic Two Facebook Sponsored Story

Launch a Facebook Sponsored Story ad about the School.

Rationale
The Facebook ad targets both prospective freshman and the 6,000+ prospective enrollees on campus. The purpose of this tactic is meant to increase not only the audiences awareness of the School and its message, but their interest in it as well. A social media ad will be used because 80% of consumers say theyre more likely to try new things because of a suggestion from a friend through social 1 media . A Sponsored Story ad was chosen because they receive 46% more click-throughs, have a 20% lower cost-per-click and an 18% lower cost-per-fan than 2 standard Facebook ads . Their effectiveness comes from the fact that they promote word-of-mouth recommendations from brand fans that the viewer knows, making these types of ads more believable and authentic. An example of a Facebook Sponsored Story ad and how the consumers response to it shown to the right.

Execution Details
These sorts of ads are very limited in the number of characters that can be used (90 for the body) and the size of the picture. Because of this, the message is short and sweet. The headline reads, Love technology? And the body copy reads, Learn it in more hands-on ways than other schools. Use it in journalism, advertising, PR. The headline relates to the audiences love for and capacity to use non-traditional media. The body copy relates to the Schools strategy: We offer more of what you're looking for: More preparation for a career through more opportunities to apply what you learn.

1 2

Sponsored Story Guide, 2012 Edwards, 2012

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Execution Goals
To get both the prospective freshman and undecided WVU student to feel that journalism is still a viable field these days. To inspire them to go to the Schools full website and look for additional information about the program and the field.

Strategy Eight
Use direct marketing tactics to help the target audience become aware of the School.

Tactic One Direct Mail

Send a direct mail postcard to both prospective freshman and the 6,000+ prospective enrollees on campus.

Rationale
The purpose of using direct mail is to inform the audience about the School and its message. Direct mail is a good way to inform this particular audience about a School because 89% of high 1 school students learn about higher education institutions through the mail making it the number one source of information. In addition, as of 2010 55% of 18-21 year olds, the highest 2 percentage of all age groups, read the standard mail pieces they received immediately .

Execution Details
The front of the postcard will look like a meme; showing the image of a young man hugging his laptop in a slightly comical way with a caption that says, Embrace your future! The sub-head on the back of the postcard says, If you love technology, youve got a bright future ahead of you. The body copy goes on to briefly explain what the School teaches, and how the student gets more opportunities to use their education to become better prepared for a career. The call-to-action at the end says, The future is Reed. Look into your future! There will be a WR code that leads them to the mobile site and a URL that leads them to the Schools full site.

Execution Goals
To get both the prospective freshman and undecided WVU student to feel that journalism is still a viable field these days.

1 2

Noel-Levitz et al., 2010 Direct Marketing Association, 2012

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To get them to feel that the School knows how to better prepare students for a career in journalism. To get them to feel that they would be well supported at the School. To inspire them to go to the Schools mobile or full website and look for additional information about the program and the field.

Tactic Two HTML Email

Send an HTML email to both prospective freshman and the 6,000+ prospective enrollees on campus.

Rationale
Email is an effective way to communicate with the target audience about the School because not 1 only do 91% of Millennials aged 18-29 use email but 64% of them send AND receive email on a 2 typical day . This means theyre highly reachable by email. In addition to their extensive use of email, 79% of high school students use email to 3 learn more about schools .

79% of high school students use email to learn more about schools.

Execution Details
The subject line for the email will be, The Reed School @ WVU Whats the media's future? The headline in the email once its opened will say, Whats the media's future? The body copy briefly covers how people want their news and information available to them on all their devices these days and that in order to give them what they want, more people with an understanding of non-traditional media are needed. The copy goes on to explain what the Reed School teaches and the increase opportunities theyll have to use what they learn to become better prepared for the field. The end of the copy says, The future is Reed. Under this the call-to-action says, Click to see a video about what we offer. The button is labeled, Look into your future! A video was mentioned specifically because based on research, when marketers include a 4 marketing video in an email, the click-through rate increased by 200% to 300% .

Execution Goals
To get both the prospective freshman and undecided WVU student to feel that journalism is still a viable field these days.
1 2 3

Zickuhr & Smith, 2012 Direct Marketing Association, 2012 Noel-Levitz et al., 2010 4 18 Big, 2012

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To get them to feel that the School knows how to better prepare students for a career in journalism. To get them to feel that they would be well supported at the School. To inspire them to go to the Schools full website and look for additional information about the program and the field.

Objective Two
Between January 1 , 2013 and December 31 , 2013, have 51% of the target audience that becomes aware of the School believe that it better prepares students for a fulfilling and successful career than other schools like it.
st st

Rationale
Of those in the target audience who are familiar with the School, 51% say it does a good job at preparing students 1 to work in the real world (based on a survey of non-SOJ WVU students). Based on the figures in objective one, if only around 490,000 people in the target audience are aware of the School and only 51% of them believe it does a better job in preparing its students to work in the field, that leaves the School with only around 249,000 people to recruit from. If the number of people who are aware of the school increases to 981,507, the intention of objective one, and 51% of those people are brought to believe in the Schools ability to prepare them well for a career in journalism, then the School will have around 500,000 people to recruit from. This increase in believers will result in an increase in enrollment.

Strategies and Tactics

Many of the same strategies and tactics that were used in objective one will be made to multitask and fulfill objective two as well. The strategies that will be used include the following: Public relations, cause marketing, proximity marketing, guerrilla marketing, mobile marketing, Internet marketing, social network marketing and direct marketing. The focus of each of these strategies will be to incorporate content that relates back to the Schools strategy statement: We offer more of what you're looking for: More help to succeed, more preparation for a career and more opportunities to make a difference in the world through more opportunities to apply what you learn. Conveying these ideas will help the target audience come to understand how the School better prepares them for a fulfilling and successful career than other schools like it. The tactics that will be used to fulfill the strategies include:
1

The press release The cause marketing event The cause marketing event print ad The proximity marketing The augmented reality experience The mobile site

Hall & Partners, 2012

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The animated contextual display ad The Facebook Sponsored Story ad The direct mail postcard The HTML email

The rationale, explanation of and goals for each tactic is listed under objective one above.

Objective Three
Increase awareness among the target audience of the fact that journalism uses both traditional and non-traditional st st media and skills these days from 33% to 50% between January 1 , 2013 and December 31 , 2013.

Rationale
Only 33% of the respondents to our survey knew that the field of journalism utilizes new media formats these days. The percentage of those who said they werent interested in a career in journalism when they only believed it dealt with writing, reporting, newspapers etc. dropped from 61% to 50% when they were informed that journalism uses non-traditional media and skills these days. Similarly, after learning that new media is involved in journalism, those who said they were interested in a career in journalism increased from 39% to 50%. Increasing awareness of the skills that are needed in journalism these days will produce not only an increased interest in journalism school in general but an increase in enrollment in the Reed School as well.

Strategies and Tactics

Just like with objective two, many of the same strategies and tactics that were used in objective one will be made to multitask and fulfill objective three as well. The strategies to be used include: Public relations, cause marketing, proximity marketing, guerrilla marketing, mobile marketing, Internet marketing, social network marketing and direct marketing. The focus of each of these strategies will be to incorporate content that either shows or explains through text how journalism uses non-traditional media formats and skills these days and that since they as a target audience are already familiar with and know how to use these formats, they would be a perfect fit for the School. The tactics that will be used to fulfill the strategies include: The press release The cause marketing event The cause marketing event print ad The proximity marketing The augmented reality experience The mobile site The iReporter app The iReporter page on the Schools site The print ad about the iReporter app The animated contextual display ad The Facebook-based web app The Facebook Sponsored Story ad

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The direct mail postcard The HTML email

The rationale, explanation of and goals for each tactic is listed under objective one above.

Budget Allocation
The following graph shows the budget breakdown by strategy.

Budget Allocation Per Strategy

6% 13% .17% 1% 44%

Mobile marketing Internet marketing

2%

Guerrilla marketing Social network marketing Cause marketing

16%

Proximity marketing Direct marketing 18% Public relations

Budget Allocation Rationale

Much of the reasoning for using each of the strategies in the chart above is found throughout the rationales of each of their tactics in the Communication Plan section above. Below is a brief overview of why each strategy was used in order of expense amount. Mobile marketing accounts for 44% of the campaign budget because of the target audiences love for and dependence on their mobile devices. Their love and dependence allows us to reach them easier through mobile technology. Internet marketing accounts for 18% of the campaign budget because the target audience spends a lot of their time on the internet for numerous reasons. It is one of their main sources of information when it comes to learning about higher education institutions. Their usage level of the internet allows us to reach them easier through it.

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Guerrilla marketing accounts for 16% of the campaign budget because the target audience prefers to experience a brand and be entertained by it. Guerrilla marketing captures their attention and allows us to address both of these needs. Social network marketing accounts for 13% of the campaign budget because social networking and social media sites are some of the most visited websites by the target audience. They spend a lot of time on them. Increased usage allows for increased message exposure. The target audience also uses social to spread messages about brands. Word-of-mouth is very important for the success of some of the tactic in this campaign. Cause marketing accounts for only 6% of the campaign budget because although the target audience prefers to give heed to brands that engage in this form of marketing, the cause marketing event is a one day, campus based event. It doesnt take much to make this strategy useful. The last three strategies, proximity marketing, direct marketing and public relations only account for a small percentage of the overall campaign budget because each of them dont cost very much to utilize. For instance, although the proximity marketing tool will allow us to reach the target audience at the right moment, making our message highly relevant, the tools themselves dont cost much to own or use. The particular way that the campaign will use direct marketing (postcards and emails) is very inexpensive yet at the same time is very effective for reaching the target audience with regards to higher education messages. Lastly, a press release is one of the cheapest means to apply public relations because the only cost associated with it is the creation of the press release. Thus, public relations doesnt use much of the budget. At the same time, a press release can have a big effect since many people in and outside of the target audience feel that the publication that used the press release is more trustworthy than the brand thats being written about.

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Budget Allocation Summary Chart

Strategy and Tactic Description Public Relations Press release Project Details # of Items 4 Per Item Cost $400.00 Total Projected $1,600.00 $1,600.00

Strategy 1 Tactics

Ideation, design/production, approval: 4 hours X $400*/hour Strategy Subtotal

Strategy 2 Tactics

Cause Marketing Cause marketing event Donation matching Cause marketing event Bands Cause marketing event Banner

Donation matching: 1 time donation up to $35,000 Cost for bands: 5 bands X $3,500** each Ideation, design, approval: 4 hours X $400/hour Production and shipping: 1 time order @ $91.19*** Ideation, design/production, approval: 8 hours X $400/hour One time advertising payment: 250 inches X $9.11 (campus rate) + $275 (full color) = $2552.50 Strategy Subtotal

1 5 4 1 8 1

$35,000.00 $3,500.00 $400.00 $91.19 $400.00 $2,552.50

$35,000.00 $17,500.00 $1,600.00 $91.19 $3,200.00 $2,552.50

Cause marketing event Print ad

$59,943.69

Strategy 3 Tactics

Proximity Marketing Proximity marketing Advertisement Proximity marketing - "AdPods"

Ideation, design/production, approval: 4 hours X $400/hour Purchase: 10 pods X $1,430 each Strategy Subtotal

4 10

$400.00 $1,430.00

$1,600.00 $14,300.00 $15,900.00

Strategy 4 Tactics

Guerrilla Marketing Augmented reality experience - App Augmented reality experience - Design of "giant newspaper" Augmented reality experience - Printing of "giant newspaper"

Ideation, design/production, approval: 320 hours X $400/hour Ideation, design/production, approval: 40 hours X $400/hour Printing of giant newspaper pages in order to create the giant newspaper: 1 time printing Strategy Subtotal

320 40

$400.00 $400.00

$128,000.00 $16,000.00

$348.00

$348.00

$144,348.00

Strategy 5 Tactics

Mobile Marketing Mobile friendly website SEO for mobile website

PPC/CPC for mobile website

Ideation, design/production, approval: 320 hours X $400/hour Initial push, analysis and adjustments: 6 months X $8,000/month Maintenance for SEO: 1 year Implementation of campaign: 6 months X $6,000/month

320 6 1 6

$400.00 $8,000.00 $1,000.00 $6,000.00

$128,000.00 $48,000.00 $1,000.00 72 $36,000.00

iReporter app "iReporter News" page on Schools website

iReporter print ad

Ideation, design/production, approval: 320 hours X $400/hour Ideation, design/production, approval, database and user interface to review and approve submissions for release: 160 hours X $400/hour Ideation, design/production, approval: 8 hours X $400/hour One time advertising payment: 250 inches X $9.11 (campus rate) + $275 (full color) = $2552.50 Strategy Subtotal

320 160

$400.00 $400.00

$128,000.00 $64,000.00

8 1

$400.00 $2,552.50

$3,200.00 $2,552.50

$410,752.50

Strategy 6 Tactics

Internet Advertising SEO for the Schools full website

PPC/CPC for the Schools full website Animated contextual display ad

Initial setup of SEO: 40 hours (1 week) X $400/hour Initial push, analysis and adjustments: 6 months X $8,000/month Maintenance for SEO: 1 year Implementation of campaign: 6 months X $6,000/month Ideation, design/production, approval: 8 hours X $400/hour CPC budget: 11 months X $6,000/month Strategy Subtotal

40 6 1 6 8 11

$400.00 $8,000.00 $1,000.00 $6,000.00 $400.00 $6,000.00

$16,000.00 $48,000.00 $1,000.00 $36,000.00 $3,200.00 $66,000.00 $170,200.00

Strategy 7 Tactics

Social Network Marketing Facebook-based web app Facebook "Sponsored Story" ad

Ideation, design/production, approval: 240 hours X $400/hour Ideation, design/production, approval: 8 hours X $400/hour CPC budget: 11 months X $2,000/month Strategy Subtotal

240 8 11

$400.00 $400.00 $2,000.00

$96,000.00 $3,200.00 $22,000.00 $121,200.00

Strategy 8 Tactics

Direct Marketing Direct mail postcard

HTML email

Ideation, design, approval: 8 hours X $400/hour One time postage, addressing and production of postcard: 12,000 postcards = $5,541.98*** Ideation, design/production, approval: 8 hours X $400/hours Strategy Subtotal

8 1 8

$400.00 $5,541.98 $400.00

$3,200.00 $5,541.98 $3,200.00 $11,941.98

Strategies and Tactics Subtotal

$935,886.17

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Item Description

Project Details

Other Items

Background and market research Evaluation plan administration

Client and industry background research (secondary), market research (primary and secondary): 120 hours X $400/hour Ideation, design, and administration of plan (2 internet surveys and eval thereof): Standard 1 time rate of 1.5% of total budget. Other Subtotal

Number of Items 120

Per Item Cost $400.00

Total Projected $48,000.00

$15,000.00

$15,000.00

$63,000.00

CAMPAIGN TOTAL

$998,886.17

* - Hourly rate based on a "blended rate" (McGew, n.d.). The blended rate was calculated by averaging a range of hourly rates for various marketing positions that would be involved in the creative process. These could include director-content management, creative technologist, mobile web developer, rich media developer, digital-analytics manager. Hourly rates range from $637 for creatives (Madison Ave. creatives - Incitefull is in New York City) to $355 for a head of content to $200 for a mobile-web developer (Parekh, 2012). ** - Day rate from Sam Hill Entertainment, a talent management company who connects bands with venues ("Frequently Asked Questions," 2012). *** - Cost determined though Vistaprint.com. - Cost determined through TheDAOnline.com advertising guide ("Advertising," 2012). - Cost determined through the Ad-Pods website ("Ad-Pods," 2012). - Cost dertimined through MegaPrint.com - Cost determined by personal communication with OrangeSoda Internet Marketing, Inc. (Kade Opfar, SEM Consultant, Orange Soda Internet Marketing, personal communication, 2012). - Cost determined by following Google Ads advice: "A good rule of thumb is to set the same bid amount you're using in your search campaigns " ("Google Ads," 2012). - Cost based on the outcome of another company's use of Sponsored Stories. They received 181 clicks at $.39 each (Ludington, 2012). If we apply $2,000 a month (a random amount) to this tactic, we can expect around 5,128 clicks at $.39 a piece (2,000/.39 = 5,128).

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Communication Plan Flowcharts

Execution Run Duration Flowchart
Order based on when each execution launches. Includes executions and evaluation tools.

1-Jan-13

7-Jan-13

13-Jan-13

19-Jan-13

25-Jan-13

31-Jan-13

6-Feb-13

12-Feb-13

18-Feb-13

24-Feb-13

2-Mar-13

8-Mar-13

14-Mar-13

20-Mar-13

26-Mar-13

1-Apr-13

7-Apr-13

13-Apr-13

19-Apr-13

25-Apr-13

1-May-13

7-May-13

13-May-13

19-May-13

25-May-13

31-May-13

6-Jun-13

12-Jun-13

18-Jun-13

24-Jun-13

30-Jun-13

6-Jul-13

12-Jul-13

18-Jul-13

24-Jul-13

30-Jul-13

5-Aug-13

11-Aug-13

17-Aug-13

23-Aug-13

29-Aug-13

4-Sep-13

10-Sep-13

16-Sep-13

22-Sep-13

28-Sep-13

4-Oct-13

10-Oct-13

16-Oct-13

22-Oct-13

28-Oct-13

3-Nov-13

9-Nov-13

15-Nov-13

21-Nov-13

27-Nov-13

3-Dec-13

9-Dec-13

15-Dec-13

21-Dec-13

27-Dec-13

2-Jan-14

8-Jan-14

Tactics

Duration

Days Start Date

End Date

Animated contextual display ad Facebook "Sponsored Story" ad SEO for Schools full website Press release Mobile friendly website SEO for Schools mobile site iReporter app "iReporter News" page on website Facebook-based web app PPC/CPC for Schools full website PPC/CPC for Schools mobile site iReporter app print ad Augmented reality experience Direct mail postcard Cause marketing event print ad HTML email Cause marketing event Proximity marketing Mid-execution internet survey - eval Post-execution internet survey - eval

January 7 - December 7 January 7 - December 7 January 9 - indefinite end March 1 - indefinite end March 1 - indefinite end March 1 - indefinite end March 1 - indefinite end March 1 - indefinite end March 1 - indefinite end March 1 - September 1 March 1 - September 1 March 1 - April 3 March 1 - March 29 March 1 April 1 May 1 May 3 May 3 July 1 - July 2 January 1 - January 2

334 334 365 365 365 365 365 365 365 185 185 33 28 1 33 1 1 8 2 2

7-Jan-13 7-Jan-13 9-Jan-13 1-Mar-13 1-Mar-13 1-Mar-13 1-Mar-13 1-Mar-13 1-Mar-13 1-Mar-13 1-Mar-13 1-Mar-13 1-Mar-13 1-Mar-13 1-Apr-13 1-May-13 3-May-13 3-May-13 1-Jul-13 1-Jan-14

7-Dec-13 7-Dec-13 9-Jan-14 1-Mar-14 1-Mar-14 1-Mar-14 1-Mar-14 1-Mar-14 1-Mar-14 2-Sep-13 2-Sep-13 3-Apr-13 29-Mar-13 2-Mar-13 4-May-13 2-May-13 4-May-13 11-May-13 3-Jul-13 3-Jan-14

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Execution Creation Flowchart

Order based on when the executions will run. See "Execution Run Duration Flowchart."

1-Jan-13

7-Jan-13

13-Jan-13

19-Jan-13

25-Jan-13

31-Jan-13

6-Feb-13

12-Feb-13

18-Feb-13

24-Feb-13

2-Mar-13

8-Mar-13

14-Mar-13

20-Mar-13

26-Mar-13

1-Apr-13

7-Apr-13

13-Apr-13

19-Apr-13

25-Apr-13

1-May-13

7-May-13

13-May-13

19-May-13

25-May-13

31-May-13

6-Jun-13

12-Jun-13

18-Jun-13

24-Jun-13

30-Jun-13

6-Jul-13

12-Jul-13

18-Jul-13

24-Jul-13

30-Jul-13

5-Aug-13

11-Aug-13

17-Aug-13

23-Aug-13

29-Aug-13

4-Sep-13

10-Sep-13

16-Sep-13

22-Sep-13

28-Sep-13

4-Oct-13

10-Oct-13

16-Oct-13

22-Oct-13

28-Oct-13

3-Nov-13

9-Nov-13

15-Nov-13

21-Nov-13

27-Nov-13

3-Dec-13

9-Dec-13

15-Dec-13

21-Dec-13

27-Dec-13

Tactics

Work Performed

Duration

Days Start Date

End Date

Animated contextual display ad Facebook "Sponsored Story" ad SEO for Schools full website Press release Mobile friendly website SEO for Schools mobile website iReporter app "iReporter News" page on website Facebook-based web app PPC/CPC for Schools full website PPC/CPC for Schools mobile website iReporter app print ad Augmented reality experience Direct mail postcard Direct mail postcard Cause marketing event print ad HTML email Cause marketing event Proximity marketing ad Proximity marketing ad

Design/production Design/production Production/implement Design/production Design/production Production/implement Design/production Design/production Design/production Production/implement Production/implement Design/production Design/production Design Production (printing) Design/production Design/production Production Design Shipping of Ad-Pods

8 hours 8 hours 9 calendar days 4 hours 8 calendar weeks 9 calendar days 8 calendar weeks 3 calendar weeks 6 calendar weeks 9 calendar days 9 calendar days 8 hours 8 calendar weeks 8 hours 2 calendar weeks 8 hours 8 hours 2 hours 4 hours 2 calendar weeks

1 1 9 1 56 9 56 28 42 9 9 1 56 1 14 1 1 1 1 14

3-Jan-13 5-Jan-13 1-Jan-13 27-Feb-13 1-Jan-13 12-Feb-13 1-Jan-13 1-Jan-13 6-May-12 1-Jan-13 1-Mar-13 27-Feb-13 1-Jan-13 10-Feb-13 11-Feb-13 29-Mar-13 9-Apr-13 3-May-13 1-May-13 1-Jan-13

4-Jan-13 6-Jan-13 10-Jan-13 28-Feb-13 26-Feb-13 21-Feb-13 26-Feb-13 29-Jan-13 17-Jun-12 10-Jan-13 10-Mar-13 28-Feb-13 26-Feb-13 11-Feb-13 25-Feb-13 30-Mar-13 10-Apr-13 4-May-13 2-May-13 15-Jan-13

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Evaluation Plan
Pre-Execution Measurement
Pre-execution measurement occurred during the preparation of the campaign proposal and resulted in the baselines that helped form each of the three objectives that the campaign and its subsequent evaluation plan focus on. Pre-execution measurement took the form of secondary research, interviews, an internet survey and a focus group. The secondary research utilized credible sources available through the internet which included the Pew Research Center, Advertising Age, AdWeek, BrandChannel, The University of Georgias Grady College of Journalism & Mass Communication, Ohio Universitys E.W. Scripps School of Journalism, The University of Marylands Phillip Merrill College of Journalism, Louisiana State University, the AEJMC and many others. One of the interviews that was particularly helpful was between Dean Maryanne Reed, Kimberly Walker and our agency. The internet survey gathered both qualitative and quantitative information from 77 target audience members while the focus group gathered solely qualitative information from five. Each of these pre-execution measurement methods provided invaluable insight into the needs, wants and perceptions of the target audience in relation to journalism, journalism education, WVU and the Perley Isaac Reed School of Journalism.

Mid-Execution Evaluation and Measurement

Objective One
Increase awareness of the School among the target audience from 1.6% to 3.2% between January 1 , 2013 and st December 31 , 2013.
st

Evaluation Criterion
Achieve 3.2% awareness of the School by the target audience by December 31 , 2013.
st

Tools
In order to evaluate awareness at the mid-point, two internet based surveys will be performed between July 1 nd and 2 , 2013. One of the surveys will include those from the target audience outside of WVU and the other will include students from WVU. Each of the surveys will include 3,000 respondents to permit accuracy and generalizability. The first survey will help us understand whether or not our executions that target prospective freshman had an impact or not. The second survey will seek to understand the impact of the WVU based executions.
st

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To help verify if the implemented executions aided in increasing awareness, each of them include a tracking/measurement element. These tracking elements will help measure the number of times the target audience was exposed to the campaigns messaging at its mid-point and thus how many are likely to have become aware of the School. The following explains each tracking/measurement element and how theyll be used to evaluate the executions role in increasing awareness about the School. To measure the impact of the press release, questions will be added to both internet surveys about whether or not the audience has read any articles related to its specific content. To measure the impact of the cause marketing event, each person entering the event will be counted. With 96% 1 of the undergraduates at WVU being between the ages of 18 and 24 , its likely that anyone attending the event will be within the target audience. To measure the impact of the cause marketing event print ad, questions will be added to the WVU survey about whether or not current students saw the print ad. To measure the impact of the proximity marketing ad, we simply measure the number of people who opted-in to 2 see the ad. This is because once again, 96% of undergraduates at WVU are between the ages of 18 and 24 . If they opted-in, they were most likely of the target age group. To measure the impact of the augmented reality experience, we simply measure the number of unique users who accessed the content from the server. Because the content can only be served on campus due to it being tied to a geo-location (where the giant newspaper is), those accessing the content are likely to be students and as mentioned, 96% of undergraduates at WVU are within the target age group. To measure contact with the mobile website, we will count the number of unique visitors from the various tactics that direct the user to it. The majority of tactics that direct the user to the mobile site are tactics that only target 18-22 year olds. Thus, if someone visits the mobile site, theyre likely to be from the target audience. To verify, questions will be added to both internet surveys that ask if the respondent has used the Schools mobile site. To measure the impact of the search marketing for both the mobile and full websites, we will count the number of click-throughs to each site from Google based on each new keyword in use. Because its a college program that the keywords are tied to, its likely that anyone visiting is interested in the programs offered and thus most likely to be within the target age group. To measure the impact of the iReporter app, the app can be made to track the age of the user , thus allowing us to count the number of unique users and whether theyre in the target audience or not. To measure the impact of the iReporter News page, we will count the number of unique visitors to the page. Since the iReporter app posts the news made by its users to the Schools website, its likely that only college aged people will use it. This allows us to assume that anyone using it is from the target audience.
3

1 2 3

Kimberly Walker, Perley Isaac Reed School of Journalism Marketing Strategist, personal communication, 2012 Ibid What They Know, 2010

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To measure the impact of the iReporter app print ad, a specific QR code that goes to the Schools mobile site and a specific URL that goes to the Schools full website will be included. We can count the number of WVU students who were impacted by the ad by how many used the specific QR code or URL. To measure the impact of the animated contextual display ad, we will check the analytics supplied by the Google Display Ad Network system to verify how many from our target audience clicked the ad. We can set the ad to only 1 display to those in our target age group . To measure the impact of the Facebook-based web app, we will simply count the number of users from the target age group that used it. This is possible because the web app requires users to connect with it through Facebook to 2 make it work. Connecting with Facebook allows us to track their age . To measure the impact of the Facebook Sponsored Story ad, we use the analytics that Facebook offers to see how many of the target age group viewed the ad. Facebooks ad system allows us to have the ad shown only on 3 the Facebook pages of those within the target age group . To measure the impact of the direct mail postcard, we will count the number of unique users that access the Schools mobile site, full site or inquiry line based on the unique QR code, URL and phone number provided on the card. Because the postcard was sent directly to the prospective student, we can be fairly certain that the visitor or caller is from the target audience. To measure the impact of the HTML email, like the postcard, we will count the number of unique users that access the Schools full site or help line based on the unique URL and phone number provided in the email. Once again, because the postcard was sent directly to the prospective student, we can be fairly certain that the visitor or caller is from the target audience.

Objective Two
Between January 1 , 2013 and December 31 , 2013, have 51% of the target audience that becomes aware of the School believe that it better prepares students for a fulfilling and successful career than other schools like it.
st st

Evaluation Criterion
Have 51% of the target audience who becomes aware of the School believe that it better prepares students for a st fulfilling and successful career than other schools like it by December 31 , 2013.

Tools
Because each execution was made to multi-task and fulfill more than one objective, the same two internet surveys used for criterion one above will allow us to gauge the impact of the executions on the target audiences beliefs outlined in criterion two as well. The following executions and their tracking/measurement elements explained in the section above will allow us to verify their impact on criterion two:

1 2 3

AdWords Help, 2012 Czarto, 2012 User Guide, 2012

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The press release The cause marketing event The cause marketing event print ad The proximity marketing The augmented reality experience The mobile site The animated contextual display ad The Facebook Sponsored Story ad The direct mail postcard The HTML email

Objective Three
Increase awareness among the target audience of the fact that journalism uses both traditional and non-traditional st st media and skills these days from 33% to 50% between January 1 , 2013 and December 31 , 2013.

Evaluation Criterion
Have 50% of the target audience become aware that journalism uses both traditional and non-traditional media st and skills by December 31 , 2013.

Tools
Once again, because each execution was made to multi-task and fulfill more than one objective, the same two internet surveys used for criterion one and two will be used to evaluate criterion three. The following executions and their tracking/measurement elements explained in the first section above will allow us to verify their impact on criterion three: The press release The cause marketing event The cause marketing event print ad The proximity marketing The augmented reality experience The mobile site The iReporter app The iReporter page on the Schools site The print ad about the iReporter app The animated contextual display ad The Facebook-based web app The Facebook Sponsored Story ad The direct mail postcard The HTML email

Post-Execution Evaluation and Measurement

The same criteria in the Mid-Execution Measurement section will be evaluated the two days after the campaign st nd ends; January 1 and 2 , 2014. To do this, the same two internet surveys will be performed as were used in the mid-execution evaluation.

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Conclusion
An integrated marketing plan is exactly what the Perley Isaac Reed School of Journalism needs to effectively rebrand itself, and Incitefulls proposal is a truly integrated plan. A truly integrated plan is one that integrates not only the various touch points and the message found within them but one that influences all stakeholders who have a hand in conveying the plans message internally and externally. As indicated, an integrated plan should share a common message across any and all communication channels. Our plan uses 18 different executions all of which have a basis in the plans strategy statement. Each of the executions are made to multitask, addressing more than one objective at a time, and many are interdependent, meaning they work off of each other. Our plans message is truly integrated across channels. An integrated plan should be vertically integrated as well which means it should integrate marketing and 1 communications objectives with the objectives and mission of the overall corporation . West Virginia Universitys Strategic Plan for 2020 includes many goals and aspirations to improve the University as a whole. Our plan specifically addresses two of them. First, the University has a goal to excel in research, creative activity, and innovation in all disciplines . Many of the plans executions address the innovative nature of the School and what it teaches. Second, the University has three overall aspirations, one of which is to be among the nations leaders in career 3 readiness . Many of the executions address the fact that the School better prepares its students for the field through more hands on learning opportunities than similar schools. Our plan is vertically integrated. An integrated plan should be internally integrated which requires keeping internal stakeholders such as faculty, 4 staff and students informed . Many of the executions are purposefully based on WVUs campus to ensure that faculty, staff and students both within the School and outside of it are aware of the changes the School is making. Other executions focus on actually using the Schools students to help perpetuate its message. Our plan is internally integrated. Lastly, an integrated plan should be externally integrated as well which requires that all marketing entities are on the same page with what the plan will include and how to execute it. Besides some of the printing needs that the plan has, Incitefull, as a full service agency is capable of handling the entire campaign in house; thus, ensuring the continuity between all aspects of the campaign. Our plan is externally integrated. We truly feel that having had the opportunity to work directly with the School, Incitefull has developed a creative and fun campaign thats based on fundamental truths. The School is better at a number of key concepts and the plans executions show it.
2

1 2 3

What is IMC?, n.d. Goal 2, 2012 Aspirations, 2012 4 What is IMC?, n.d.

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Appendix A
Competitive Analysis (Intangibles Inventory)
Below is the inventory of intangibles that were used to compare the competition to the SOJ. It provided a means whereby the competition may be compared to the SOJ, thereby revealing the SOJs challenges and strengths. Only the name of each of the universities will be used in this section which refers to their individual school of journalism.

Overall Perception of the Universitys State

Although potentially out of the universitys hands, a positive or negative perception of the state in which a university is located can have a subsequent positive or negative impact on its image and enrollment. A tool that uses Googles auto complete feature harnesses the collective mind of the number one search engines user group to indicate the average perceptions of the three states in which the three universities under consideration are 1 found . By typing in the phrase Why is (state) so the tools creator found the results below augmented by typing the same phrase in ourselves. West Virginia So poor, so racist, so fat, so weird Ohio So important, so boring, so important in the primaries, so popular, so liberal Maryland So expensive, so humid, so ghetto, so boring, so democratic

Overall University Ranking

A college ranking can have a positive or negative impact on college enrollment. Forbes.com rankings were chosen over Princeton Review and U.S. News rankings. The Princeton Review wasnt used because it doesnt provide an overall ranking that can be used to see how each of the three universities in question compare against each other on a point by point basis. The Princeton Review only ranks the top 20 schools in 62 different categories. Meaning, there are different schools in each list of 20 for each of the 62 categories. Thus, the three schools in consideration arent ranked on the same variables. Regarding the U.S. News, research has shown that the overall impact of U.S. News rankings on college selection is 2 among the lowest of the major ranking sources . Forbes rankings are based on the following :
1 2

DiResta, 2012 U.S. News College Rankings, 2011

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Student evaluations from RateMyProfessor.com Freshman-to-sophomore retention rates Student evaluations from MyPlan.com Salary of alumni from Payscale.com Listings of alumni in Who's Who in America Alumni in Forbes/CCAP Corporate Officers list Four-year debt load for typical student borrower Student loan default rates Actual four-year graduation rate Predicted vs. actual four-year graduation rate Student nationally competitive awards

This information is good to know information since nearly all of it cannot be controlled by the SOJ. Only the last one can the SOJ have an impact on student nationally competitive awards. West Virginia University #343 out of 610 schools ranked . Ohio University #421 out of 610 schools ranked . University of Maryland #249 out of 610 schools ranked .
4 3 2

Overall University Reputation

University reputation can have a big impact on the image of the school and enrollment. Based on a study done by the College of Agricultural Sciences and Natural Resources at Oklahoma State University, career opportunities after graduation and academic reputation were the two most influential aspects of a higher education 5 institution that influenced enrollment choice . Research done by Hall & Partners confirms that academic 6 reputation is a big influence on college selection . The Princeton Review is useful for determining a schools current reputation. Out of all the higher education institutions, The Princeton Review ranks the top 20 of them in 62 different categories. Below is how the three schools in question fared. The list with the highest percentage of items that are obviously negative to a schools reputation has the worst reputation.

1 2 3

Methodology, 2012 Americas Best Colleges, 2012a Americas Best Colleges, 2012b 4 Americas Best Colleges, 2012c 5 Herren, Cartmell, & Robertson, 2011 6 Hall & Partners, 2012

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West Virginia University #15 #1 #8 #1 #12 #8 #3 #3 Best College Library Lots of Beer Lots of Hard Liquor Party Schools Reefer Madness Students Pack the Stadiums Students Study the Least Best Athletic Facilities
1

63% negative Ohio University #17 #2 #5 #15 #3 #18 #5 Best College Newspaper Lots of Beer Lots of Hard Liquor Most Beautiful Campus Party Schools Students Study the Least Best Athletic Facilities
2

57% negative University of Maryland #7 #9 #15 #10 #10 #16

1 2

Best College Newspaper Jock Schools Lots of Hard Liquor Lots of Race/Class Interaction Most Politically Active Students Party Schools

West Virginia University's College Rankings, 2012 Ohio University's College Rankings, 2012

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#3 #13 #6 #14 #9 #4

Financial Aid Not So Great Students Pack the Stadiums Students Study the Least 2012 Top Entrepreneurial Programs: Undergraduate Town-Gown Relations are Strained Best Athletic Facilities
1

42% negative

Accredited Journalism School

The accreditation of a journalism school could possibly impact the enrollment decision of a potential journalism student. According to Dr. Marc Seamon, an assistant professor of communication at Robert Morris University, no study has discovered evidence that accredited programs are strongly or clearly superior in major ways to 2 unaccredited programs . He goes on to say that accreditation is a credential whose reputation exceeds its actual 3 benefit . Although accreditation may not change the quality of the program itself, it may still give a program a leg up in reputation. West Virginia University Fully accredited by the Accrediting Council on Education in Journalism and Mass Communications . Ohio University Fully accredited by the Accrediting Council on Education in Journalism and Mass Communications . University of Maryland Fully accredited by the Accrediting Council on Education in Journalism and Mass Communications .
6 5 4

Age of the Journalism School

Age of the journalism school could possibly have an impact on enrollment if the potential student perceives that age coincides with experience, quality, etc. Although, no evidence was found that shows the age of the journalism school having an impact on enrollment. West Virginia University 1939 (officially declared a journalism school within the university ).
7

1 2 3

University of Maryland College Park's College Rankings, 2012 AEJMC, 2010 Ibid 4 Undergraduate Programs, 2012 5 About the JSchool, 2012 6 About Undergraduate Study of Journalism, 2012 7 Arnold et al., 2007

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Ohio University 1936 (officially declared a journalism school within the university ). University of Maryland Could not locate a founding date.
1

University Budget
Although not necessarily something that students and potential students are made aware of, the universitys budget indicates how much opportunity for improvement, innovation etc. each individual school or college within the university can have. The budgets for each school of journalism were not located. Total university budgets will be compared. West Virginia University Total university revenues for FY 2012: $629,708,000 . Ohio University Total university revenues for FY 2012: $685,598,000 . University of Maryland Total university revenues for FY 2012: $1,687,959,086 .
4 3 2

Cost of Journalism School Tuition

Cost, including books, learning materials, child care, transportation and tuition is the biggest barrier to entry for 5 freshman to begin an undergraduate program . This is confirmed by research performed by Hall & Partners in 6 which students said that the affordability was a main deciding factor in selecting a university . Having a lower cost will be beneficial for increasing enrollment. All three journalism schools follow the same tuition pricing as the overall university. West Virginia University $6,090 in-state $18,868 out-of-state Ohio University $8,908 in-state
1 2 3

About the JSchool, 2012 Institutional Budget Reports, 2012 Detail of Budgeted Revenue, 2012 4 University of Maryland, 2012 5 Cason McDonald, 2003 6 Hall & Partners, 2012 7 Quick Stats, 2012a

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$27,287 out-of-state

University of Maryland $10,216 in-state $19,180 out-of-state

2

Number of Scholarships Specific to the Journalism School

Cost, including books, learning materials, child care, transportation and tuition is the biggest barrier to entry for 3 freshman to begin an undergraduate program . Having access to numerous scholarship opportunities may increase enrollment. Due to most scholarships being based on endowments to the journalism schools, some scholarships may come and some may go. The following figures are based on scholarships available for the 2011-2012 school year. West Virginia University Incoming freshman journalism school scholarships: 0 (No SOJ freshman specific scholarships were located) Scholarships for current journalism school students: 30
5 4

Other journalism related scholarships: 8 currently . The number changes as the school receives scholarship endowments and locates scholarship contest opportunities that are journalism related. Total: 38 Ohio University Incoming freshman journalism school scholarships: 4 Scholarships for current journalism school students: 21 Other journalism related scholarships: 31 Total: 56 University of Maryland Incoming freshman journalism school scholarships: 2 Scholarships for current journalism school students: 36 Other journalism related scholarships: 7
7 6

1 2 3

Quick Stats, 2012b Quick Stats, 2012c Cason McDonald, 2003 4 About our Scholarships, 2012 5 SOJ eNews, 2012 6 Undergraduate Scholarships, 2012 7 Journalism Scholarships, 2012

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Total: 45

Admission Requirements
There is moderate concern amongst potential freshman over the amount of red tape there may be to gain 1 admittance to an institution of higher education . There is evidence that less stringent requirements increase 2 enrollment . West Virginia University Two types of admit students: Direct admit and pre-journalism. Direct admit requirements: At least a 2.75 cumulative GPA 4 At least a 23 ACT English score or at least a 530 SAT critical reading score
3

Pre-journalism requirements: 2.0 2.74 cumulative GPA (2.0 being the minimum to be considered for admittance at WVU) West Virginia residents must have at least a 2.0 grade-point average and either a composite ACT score of 6 19 or a combined Math and Critical Reading SAT score of 910 . Nonresidents must have at least a 2.5 grade-point average and either a composite ACT score of 21 or a 7 combined Math and Critical Reading SAT score of 990 .
5

Ohio University One type of admit student. Admission requirements: At least a 3.5 cumulative GPA 9 Minimum of a 25 on the ACT and a minimum of a 1130 on the SAT
8

University of Maryland Two types of admit students: Direct admit and transfer students. Direct admit requirements: Students are required to first be admitted to the university by meeting the criteria below. Then they must complete a list of gateway courses with a 2.0 GPA or better per class while in the program. If they dont maintain a 2.0 GPA theyre dropped from the major.
1 2

Cason McDonald, 2003 Robbins, 2012; Gilroy, 2007 3 Undergraduate Admission, 2012 4 Ibid 5 Admission Requirements: Freshmen, 2012 6 Ibid 7 Ibid 8 Admissions Information, 2012 9 Ibid

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GPA and test scores (No specific numbers were specified) High school educational performance Potential for college success Potential to promote beneficial educational outcomes and to contribute to campus and community life 1 Students persistence and commitment to educational success

Required course list: English 101 Math 110 or higher Completion of three Distributive Studies Courses 2 Completion of JOUR 181, JOUR 200 and JOUR 201

Transfer admit requirements: Transfer students are those who were already admitted to the university but decided to pursue the journalism 3 school later. They too are required to complete the same courses but with a 2.8 GPA .

Quality of the Journalism School Leadership

Richard Staisloff, a former chief financial officer at the College of Notre Dame of Maryland turned collegemanagement consultant states that college leadership is the biggest factor in determining the success of a higher 4 5 education institution . Those who will drive success [Have] the vision and the willingness to drive it . For our purposes, the quality of School leadership will be determined by whether or not the dean from each university is currently performing research and if theyre currently teaching courses which both speak towards their willingness to drive the vision of the school. West Virginia University Dean Maryanne Reed is the dean of the Perley Isaac Reed School of Journalism. Reed is currently researching the 6 7 history and impact of community radio and teaches courses in television news and documentary production . Ohio University Scott Titsworth is the Interim Dean of the Scripps College of Communications at Ohio University which houses the E. W. Scripps School of Journalism. Titsworth is currently a contributing author to a number of communications 8 textbooks that are to begin publication in one to two months . He as well teaches courses in introduction to 9 communication, communication theory, teaching methods in communication, and quantitative methodology .

1 2

Admission Review Factors, 2012 Journalism: Limited Enrollment Program Information, 2012 3 Ibid 4 Carlson, 2010 5 Ibid 6 Maryanne Reed, 2012 7 Faculty & Staff, 2012 8 McGraw-Hill Shop, 2012 9 Scott Titsworth, Ph.D, 2012

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University of Maryland Lucy Dalglish is the Dean of the Phillip Merrill College of Journalism at the University of Maryland. The only indication that she is currently teaching courses is on her bio which indicates that she is in fact Dean and 1 professor . Based on empirical research on the journalism courses currently being offered by the college, Dean Dalglish is not teaching currently. As her educational background is in law and she was a practicing lawyer in media law for a number of years , its probable that she is not currently researching any topics related to traditional or new media journalism. No evidence was found that she has published or is currently performing research on any topic.
2

Quality of the Journalism School Faculty

According to research, the number one trait that college students seek in their professors is knowledge . For our purposes, the knowledge and thus the quality of the professors from each of the three universities will be determined by calculating the average number of years in the field and the average number of awards of five randomly selected faculty members from each university. West Virginia University Average number of years in the field: 27 Average number of awards: 3 Ohio University Average number of years in the field: 36 Average number of awards: 2 University of Maryland Average number of years in the field: 28 Average number of awards: 7
3

University StudentFaculty Ratio

Research shows that there is no single best student-faculty ratio for all academic disciplines and for all types of 4 universities . This is because Each discipline has its specific standard curriculum and educates its students 5 using different forms of teaching, each of which is more or less time intensive . For this reason the ratios below arent a true measure of the quality of learning environment or quality of education. Yet, some students may not know this which requires those universities with higher ratios to find a way to down play them.

1 2 3

Lucy A. Dalglish, 2012 Ibid Strage, 2008 4 Schenker-Wicki & Inauen, 2011 5 Ibid

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West Virginia University 27:1

1

Ohio University 20:1

2

University of Maryland 18:1

3

Innovative Course Offerings

There is a clarion call for innovation in journalism education by many professional journalism based organizations. In addition, research performed by Hall & Partners confirms that students look for modern and relevant course 4 offerings when considering which schools to attend . To determine each schools level of innovation in their course offerings, the number of courses they offer to undergraduates that contain some element of non-traditional journalism according to their course descriptions were tallied. West Virginia University Number of innovative courses: 19 The schools website did not show course descriptions that indicated their level of innovativeness . Ohio University Number of innovative courses: 17 The schools website showed course descriptions that indicated their level of innovativeness . University of Maryland Number of innovative courses: 21 The schools website showed course descriptions that indicated their level of innovativeness .
7 6 5

Creating Innovations in Journalism and Communications

Leadership in the field of journalism studies have been calling journalism schools to innovate and change their curriculum to prepare students for the journalism field of today and tomorrow. These same leaders are also suggesting that journalism schools actually create innovations in journalism. Jeff Jarvis of the Neiman Journalism
1 2 3

Americas Best Colleges, 2012a Americas Best Colleges, 2012b Americas Best Colleges, 2012c 4 Hall & Partners, 2012 5 Descriptions, 2012 6 Course Descriptions, 2012 7 Schedule of Classes, 2012

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Lab said, Our industry needs the kind of entrepreneurial help that the technology industry has received from 1 universities including Stanford and MIT . His comment relates to the need for journalism students to go out in the field and create new ways to communicate. On a similar note, journalists at the Knight Foundation said journalism schools should become laboratories of 2 innovation and that They should beta test new models for journalism . Evidence that each journalism school was creating innovation was sought. West Virginia University Media Innovation Center The SOJ will begin construction in the fall of 2014 on a new building which will be utilized to create new applications, products and platforms that can benefit media and rural communities who 3 use media . Ohio University Scripps Innovation Challenge An annual competition in which students will come up with imaginative 4 solutions to specific innovation needs submitted by media companies . Any student or student team from any 5 major may compete for substantial cash prizes . University of Maryland Information Lab 3.0 is an effort by part of the school of journalism faculty along with the assistance of graduate 6 students to design and test new models for news on multi-platforms .

Real-World/Hands-On/Service-Learning Opportunities
Once again Jeff Jarvis, journalism studies mogul of the Neiman Journalism Lab comments on the need to give journalism school students the opportunity to learn from hands-on experience. He suggests that journalism schools should work with existing media enterprises and even create their own media enterprises in undercovered 7 areas to provide the means for more practical education alongside both professionals and faculty . Jarvis is not alone in his suggestions. Research from Hall & Partners indicates that students themselves seek real8 world, hands-on learning from their college programs . To determine the level of dedication each school has to providing real-world, hands-on learning opportunities, each school was investigated to see whether or not they offered the following:
1 2

A campus radio station A campus TV station The opportunity to work with journalism professionals through print and broadcast media channels The opportunity to engage in media projects in the community

Jarvis, 2012 Anderson, Glaisyer, Smith, & Rothfeld, 2011 3 Dean Maryanne Reed, personal communication, 2012 4 Media Innovation, 2012 5 Ibid 6 Information Lab 3.0, 2012 7 Jarvis, 2012 8 Hall & Partners, 2012

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The opportunity to engage in projects for real clients The opportunity for international studies

West Virginia University Campus radio station: Yes TV station: Yes Working with print and broadcast professionals: Yes Projects in the local community: Yes (More evidence found than for competition) Projects for real clients: Yes International studies: Yes

Ohio University Campus radio station: Yes TV station: Yes Working with print and broadcast professionals: Yes Projects in the local community: Yes Projects for real clients: No (no evidence found) International studies: Yes

University of Maryland Campus radio station: Yes TV station: Yes Working with print and broadcast professionals: Yes Projects in the local community: Yes Projects for real clients: No (no evidence found) International studies: Yes

Mentorship Program
Being afraid to fail is a moderate barrier to entry for freshman to begin an undergraduate program . A mentorship program can enhance the students learning, giving them a better chance for success. In fact, according to StudentMentor.org, 88% of the students who have a mentor relationship through their service say their mentor 2 has helped them towards achieving their career goals . Having a mentorship program can have a big impact on a potential students decision to enroll. West Virginia University Journalism school provides mentors to students: Yes Ohio University Journalism school provides mentors to students: No (no evidence found)
1 2 3

Cason McDonald, 2003 Home, 2012 Wishon, 2012

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University of Maryland Journalism school provides mentors to students: No (no evidence found)

Internships
According to research, the top three things that college students seek from an internship are the chance to gain 1 real work experience (74.5%), build their resume (65.7%) and learn new skills (65.3%) . Helping students land internship positions with the most experienced companies and organizations will afford them the opportunities theyre seeking. A sample list of companies that students from each school have interned for was compiled in order to see what type of intern experience each school is preparing its students for. West Virginia University ABC Good Morning America, The Associated Press, DDB Worldwide, PBS, NBC News, The White House, ESPN, The Philadelphia Flyers, Walt Disney World, The Washington Post, E! Entertainment, Ketchum Inc., USA TODAY, GolinHarris, KDKA-TV, CNN, CBS Radio, Lockheed Martin, MTV, Knight Ridder, Fox News, Fox Sports Pittsburgh, 2 Simon & Schuster, Marc USA, Sirius XM, Conde Naste, Fahlgren Mortine . Ohio University The TODAY Show, Procter & Gamble, National Geographic, NBC, CNN, The Wall Street Journal and WSJ.com, The Ohio News Network, The Cincinnati Post, The Miss Universe Organization, The Columbus Dispatch, The Cleveland 3 Clinic and The Cincinnati Enquirer . University of Maryland The New York Times, the Washington Post, CNN, the Associated Press, Politico, the Chicago Tribune, the Los Angeles Times, ProPublica, National Geographic, NBC News, The Dallas Morning News, the Washington City Paper, 4 Washingtonian magazine, Money magazine, the Wall Street Journal .

1 2 3

Loretto, n.d. Internships & Opportunities, 2012 Internships, 2012 4 Capital News Service Alumni, 2012

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Appendix B
Internet Survey of the Student Target Market
Performed through SurveyMonkey.com

Survey Title
Opinions on the Field of Journalism and Education in Journalism

Introduction
(Prior to the introduction is a page informing the respondents that theyll have the opportunity to be entered into a weekly drawing of a $100 Amazon.com gift card if they play a short game at the end of the survey.) This survey is only 25 questions long. Your opinions matter and we hope you will be willing to share them with us. Your responses to this survey will remain anonymous and no personal information will be collected.

Questions
1. What is your age? ( Multiple Choice Only One Answer) 2. 18-22 23-34 35-44 45-54 55-64 65+

At what point are you in your education currently? ( Multiple Choice Only One Answer) (A-C skip to question 3; D-F lead to question 4; DNQ on answer G & H) A. B. C. D. E. F. G. H. Freshman in high school Junior in high school Senior in high school Freshman at a higher education institution Sophomore at a higher education institution Junior at a higher education institution Senior at a higher education institution Post-undergraduate degree seeking (graduate degree, doctorate degree, etc.)

3.

Do you plan to attend a higher education institution in the future? (Multiple Choice Only One Answer) (DNQ on B) A. Yes B. No C. Maybe

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4.

How much influence did each of the following have on your decision to attend the higher education institution you are currently at? (Rate them on a scale of 1-5: 1 = Very influential, 2 = Somewhat influential, 3 = Average influence, 4 = Not very influential, 5 = Not influential at all) The overall reputation of the institution The reputation of a particular department, school or college within the institution (i.e. department of art, college of nursing, school of computer science) Family history of attending the institution (alumni) Family member suggestions or persuasion Friends attending the same institution Friend suggestions or persuasion Recruiting efforts by the institution Cost Close to home, family and friends Far from home, family and friends Opportunity for financial assistance (scholarships, fellowships, etc.) Types of degrees offered Types of courses offered Opportunity to gain real-world experience while in school (internship, study abroad, projects with local businesses or professionals in the field, etc.) Provides hands-on experience Student focused faculty and staff Less stringent admission criteria Diversity of student body

5.

What does a person who works in the field of journalism do? (List at least two thoughts) (Comment/Essay Box) What do you expect a person who works in journalism to have learned in order to be able to do their job? (List at least two thoughts) (Comment/Essay Box) Would you ever consider a career in journalism? (Multiple Choice Yes/No Only One Answer) (A or C, go to question 8; B, skip to question 9) A. Yes B. No C. Maybe

6.

7.

8.

For what reasons would you consider a job in journalism? (List at least two thoughts) (Comment/Essay Box) For what reasons would you not consider a job in journalism? (List at least two thoughts) (Comment/Essay Box)

9.

10. These days, the field of journalism relies on people with different skills such as blogging, using social media, creating podcasts, creating digital videos, taking good digital photos, using graphic design software, creating websites as well as writing newspaper or magazine articles, reporting the news through TV and radio and more.

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Did you know that the field of journalism incorporated ALL, SOME or NONE of these individual skill sets? (Multiple Choice Only One Answer) A. All B. Some C. None 11. Knowing a few more of the skill sets that are needed in the field of journalism, would you consider a career in journalism? (Multiple Choice Yes/No Only One Answer) A. Yes B. No C. Maybe 12. Do you feel its necessary to earn a degree from a higher education institution in order to work in journalism? (Multiple Choice Yes/No Only One Answer) (A or C, skip to question 14; B, go to question 13) A. Yes B. No C. Maybe 13. Why do you feel its not necessary to earn a degree to work in journalism? (Comment/Essay Box) 14. Which of the following sub-fields do you feel can be considered part of the field of journalism? (Multiple Choice Multiple Answer) Public Relations (Maintaining a desired point of view of an individual, organization or company through interaction with the media) Print (Producing content for newspapers, magazines, etc.) Broadcast (TV and radio productions, etc.) Advertising (Producing advertisements for products, services, etc.) Visual (Video production, photography, etc.)

15. Have you heard of West Virginia University? (Multiple Choice Yes/No Only One Answer) (A, go to question 16; B, skip to question 19) A. Yes B. No 16. In comparison to other higher education institutions, how would you rate West Virginia University overall? (Multiple Choice Only One Answer) (D, go to question 17; E, skip to question 18) A. Excellent B. Good

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C. Average D. Fair E. Poor 17. What aspects of West Virginia University make it only Fair in comparison to other higher education institutions? (Comment/Essay Box) 18. What aspects of West Virginia University make it Poor in comparison to other higher education institutions? (Comment/Essay Box) 19. Have you heard of the Perley Isaac Reed School of Journalism at West Virginia University? (Multiple Choice Yes/No Only One Answer) A. Yes B. No 20. Even if youre not, imagine youre pursuing a degree in journalism. How influential would the following facts about the Perley Isaac Reed School of Journalism be in deciding to apply to West Virginia University or not? (Rate each fact on a scale of 1-5: 1 = Very influential, 2 = Somewhat influential, 3 = Average influence, 4 = Not very influential, 5 = Not influential at all) Highly experienced and awarded School of Journalism leadership. Highly experienced and awarded faculty. Award earning opportunities for students. Special accreditation that only a few journalism schools have. One of the first journalism schools in America. Scholarships specific to the School of Journalism that make tuition relatively affordable for outof-state students. Smaller sized journalism school than other institutions, allowing it to more quickly implement new courses based on new innovations in the journalism industry. Doesnt just teach about existing innovations in journalism and communications. The school is preparing to be able to actually create innovations in journalism and communications. Provides real-world, hands-on opportunities to all students through special projects, community involvement and internships with highly sought after companies and organizations. Job placement with highly sought after companies and organizations.

21. What do you NOT like about the name Perley Isaac Reed School of Journalism? (Comment/Essay Box) 22. What DO you like about the name Perley Isaac Reed School of Journalism? (Comment/Essay Box) 23. What is your gender? ( Multiple Choice Only One Answer) Female Male

24. What is your most recent Grade Point Average (GPA)? ( Multiple Choice Only One Answer) 1.0 1.5 1.6 2.0

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2.1 2.5 2.6 3.0 3.1 4.0

25. Please provide any additional comments below. (Comment/Essay Box)

Rationale for the Perception Seeking Questions

Seventy-seven people from the target audience participated in the survey yet because of skip logic used on some of the questions, each question had varying numbers of respondents ranging from 55 to 64. The survey was performed through SurveyMonkey.com in order to gain access to more responses in a short amount of time and in order to use logical branching. The internet survey system allowed us to show the right questions to the right people at the right time in order to gain the right understanding of their perceptions of the field of journalism, higher education in journalism, about WVU itself and about the SOJ. A link to the survey was distributed by private message through Facebook to non WVU students. The link was then posted to Incitefulls Facebook page where only a small handful of WVU students are fans. The outcome should primarily incorporate the views of non-WVU students. Question 1: What is your age; question 2: At what point are you in your education currently? and question 3: Do you plan to attend a higher education institution in the future? were used to filter the respondents. Respondents who fell outside the 18-22 year old age range, who said they were a senior in college or higher or who answered No to seeking a higher education degree in the future were disqualified. We were seeking only those who fit within the age and education range 18-22 year olds who are still within the educational range to where they could legitimately seek an undergraduate degree in journalism still (too late for seniors in college or higher) and who actually have the intentions to go to college. The first perception seeking question is question 4: How much influence did each of the following have on your decision to attend the higher education institution you are currently at? (Rate them on a scale of 1-5: 1 = Very influential, 2 = Somewhat influential, 3 = Average influence, 4 = Not very influential, 5 = Not influential at all). Each of the answers were meant to gauge what aspects of a university were most influential in attracting students, ranging from cost, to distance from home, to reputation of an individual school within the institution. Question 5: What does a person who works in the field of 'journalism' do?, is meant to understand how the target audience interprets what journalism is these days. This will help us know if their understanding is lacking thus being a potential reason they arent seeking journalism degrees these days. It will also help us know if the SOJ needs to clarify what it offers so as to attract those students with a clear understanding of the field. Question 6: What do you expect a person who works in journalism to have learned in order to be able to do their job?, is meant to tell us if the target audience thinks journalism entails learning new media along with traditional answers that we expect such as How to write or How to talk to a video camera. Question 7: Would you ever consider a career in journalism?, is meant to simply find out whether they would consider a job in journalism or not. The answer will be used in conjunction with question 9.

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Question 8: For what reasons would you consider a job in journalism?, lets us find out if the SOJ can meet the needs of the target audience and doubles as insight for what needs to be shown in the creative executions if the SOJ can indeed provide what the audience is mentioning here. Question 9: For what reasons would you not consider a job in journalism?, will be used for the same reason as question 7. Question 10: These days, the field of journalism relies on people with different skills such as blogging, using social media, creating podcasts, creating digital videos, taking good digital photos, using graphic design software, creating websites as well as writing newspaper or magazine articles, reporting the news through TV and radio and more. Did you know that the field of journalism incorporated ALL, SOME or NONE of these individual skill sets? This question is used in conjunction with question 4, 5 and 6. It will provide further insight as to whether or not the audience understands what the field of journalism entails these days. Question 11: Knowing a few more of the skill sets are that are needed in the field of journalism, would you consider a career in journalism?, also works in conjunction with questions 4, 5, 6 and 9. If they now begin to answer Yes, then we know their understanding was off. This information will allow us to work towards modifying specific misunderstandings or lack of understanding. Question 12: Do you feel its necessary to earn a degree from a higher education institution in order to work in journalism?, helps us understand whether or not the SOJ needs to not only tell about what its program offers but why the program is necessary to get a good job in the industry. Question 13: Why do you feel its not necessary to earn a degree to work in journalism?, works in conjunction with question 11 in deciphering what specific misunderstandings about the need to get a degree in journalism the audience has. This information can be applied to the creative execution. Question 14: Which of the following sub-fields do you feel can be considered part of the field of journalism? This question is meant to find out if the audience understands or agrees that advertising and public relations belong in a school of journalism. If they dont, theyll need to be educated as how those sub-fields fit into journalism. Question 15: Have you heard of West Virginia University?, is meant to find out how well known the University is. Question 16: In comparison to other higher education institutions, how would you rate West Virginia University overall? This question is asked to those who have heard of the University and is used to find out their overall perception of it. Question 17: What aspects of West Virginia University make it only Fair in comparison to other higher education institutions? For those who answer that they perceive WVU as Fair in question 15, this question will find out what makes WVU only Fair. Question 18: What aspects of West Virginia University make it only Fair in comparison to other higher education institutions? Similar to question 16, this question will find out what makes WVU Poor. Question 19: Have you heard of the Perley Isaac Reed School of Journalism at West Virginia University?, is meant to find out how well known the SOJ is. Because it is likely that not many people will know of the SOJ specifically, question 19 was devised.

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Question 20: Even if youre not, imagine youre pursuing a degree in journalism. How influential would the following facts about the Perley Isaac Reed School of Journalism be in deciding to apply to West Virginia University or not? (Rate each fact on a scale of 1-5: 1 = Very influential, 2 = Somewhat influential, 3 = Average influence, 4 = Not very influential, 5 = Not influential at all). Items for evaluation include anything from Highly experienced and awarded School of Journalism leadership to Special accreditation that only a few journalism schools have to Provides real-world, hands-on opportunities to all students through special projects, community involvement and internships with highly sought after companies and organizations. This question is meant to allow the audience to evaluate the schools product offering. Theyll indicate which of the products strengths matter to them. Question 21: What do you NOT like about the name Perley Isaac Reed School of Journalism? This question simply seeks ideas for the name change. Question 22: What DO you like about the name Perley Isaac Reed School of Journalism? This question as well seeks ideas for the name change.

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Appendix C
Focus Group Moderators Guide
Introduction
My name is _________ and Im the focus group moderator tonight. The purpose of this discussion is to gain your opinions on the Perley Isaac Reed School of Journalism at West Virginia University and its up-and-coming advertising campaign. Your opinions will help shape a new name for the School and what its advertisements will look like.

Directions for the Group

The session will last about one to two hours. This session is being audio recorded, so I wont be taking notes. There are no wrong answers in marketing research; were looking for different points of view. I want to know what your opinions are. Everyone needs to talk but each person doesnt have to answer each question. Please talk one at a time and in a clear voice. Avoid side conversations because its distracting to the group and I dont want to miss any of your comments. I want you to exchange points of view with each other you dont need to address all answers to me. Please turn off all cell phones. Does anyone have any questions before we begin?

Ice Breaker (10 minutes)

Two truths and a lie.

Questions
School Name Questions (20 minutes)
As mentioned, the name of the School is the Perley Isaac Reed School of Journalism (show logo). 1. 2. 3. 4. Based on this name, what sorts of courses do you think the School would offer? Based on this name, what sorts of jobs do you think the School would help you obtain? What do you like about the Schools name? What dont you like about the Schools name?

The Perley Isaac Reed School of Journalism is considering changing its name to the Reed School of Modern Media Communications (show logo). 1. 2. Based on this name, what sorts of courses do you think the School would offer? Based on this name, what sorts of jobs do you think the School would help you obtain?

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3. 4.

What do you like about the new name? What dont you like about the new name?

School Advertising Questions (60 minutes)

NOTE: For the sake of time, only address the following executions (the ones not addressed are similar to these): 1. Cause marketing event print ad Augmented reality experience Print ad for iReporter app Animated contextual display ad What do you like about this (ad, app)? i. 2. 3. Probe What do you think about how its presented? (through Facebook, an app etc.) Facebook-based web app Direct mail postcard HTML Email

What is it trying to tell you? In other words, what is the message its trying to convey? Does it make you want to: click the ad/scan the QR code OR go to the URL shown/download the app? i. Probe (If NO) What would it need to include in order for you to: click the ad/scan the QR code OR go to the URL shown/download the app?

4. 5. 6.

What dont you like about it? What information would you add or take away? What images would you add or take away?

Refocus and Participation Improvement Help

Refocus
Tangential Conversation Ask someone a topic focused question. Dominating Personality Remind them that all opinions are needed to help the company and that there are no wrong answers.

Participation Improvement
Dominant Speaker "Thanks for your input; lets give everyone a chance to talk." OR Lets hear from someone else. Non-Responsive Ask one of the individuals who has spoken up a probe question.

Closing
Any other questions or comments?? Thanks for coming!!

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