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CSDC Campaign Proposal

CSDC Campaign Proposal

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CSDC Campaign Proposal

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  1. CSDC Campaign Proposal Amanda Gianni Brittany Flippo Alaina Nunn

  2. Background Information • Asked to create a public relations program for the Counseling and Student Development Center • Moving locations • Can't hold more students • Want to focus on non-traditional students

  3. SWOT Analysis

  4. Audience Analysis

  5. Audience Analysis Total of enrolled students in Fall 2012: 19,927 In-State: 72% Out-of-State: 28% Male: 40% Female: 60% Resident Advisors: 200 International Students: 359 Faculty: 1,274

  6. Goal: Heighten awareness • Objective 1: To have 85% of JMU’s population know what services the CSDC provides and where it is located by the end of the 2014 Fall semester

  7. Goal: Communicate the move and rebrand CSDC • Objective 1: To have 85% of JMU’s population know the CSDC’s new location and recognize it as CSDC, not Varner House

  8. Goal: Improve CSDC’s online presence • Objective 1: To increase traffic to the CSDC’s website by 25% by the end of the 2014 Fall semester • Objective 2: To have 500 views on each new self-help video we create by the end of the 2014 Fall semester

  9. Goal: Engage JMU faculty • Objective 1: To have the faculty and residence advisors attend training sessions through departmental outreach meetings by the end of FROG week 2014

  10. Goal: Engage non-traditional students • Objective: To have 25% more non-traditional and international students engaged with CSDC by the end of the 2014 Fall semester

  11. Strategy: Audience Participation Tactic 1: Create an online presence

  12. Strategy: Publicity Tactic 1: Press Release Tactic 2: Interview Tactic 3: Print Media Ads

  13. Strategy: Special Events Tactic 1: Ribbon Cutting Ceremony

  14. Strategy: Activism Tactic 1: Flyers in International dorms Tactic 2: Train faculty and residence advisors

  15. Calendar Fall 2014 Semester September 8: Publish interview in The Breeze September 6: Ribbon Cutting Ceremony September 3: New website goes live September 2: Send press release to The Breeze September 1: Facebook and Twitter pages go live August 23: Finalize self-help videos August 21: Place flyers in International dorms August 20: Freshman Move-In August 15-19: Faculty and RA staff training

  16. Estimated funds available for this campaign, according to CSDC: $2,000 to $3,000 Estimated cost of ABA PR’s campaign: $1,500

  17. Evaluation