Professional Documents
Culture Documents
Team AALANA
Travel is an expense that makes you richer
Table of Contents
I. Executive Summary..3
II. Research Activities..4
A. Primary Research....4
B. Secondary Research....4
C. Formal Research Recommendations.......6
III. Situational Analysis...6
A. Problem Statement..8
B. Internal and External factors...8
C. Historical Information...10
D. Environmental factors...11
IV. Publics..12
A. Primary..12
B. Secondary..14
V. Objectives..15
VI. Key Messages and Theme...15
VII. Strategies and Tactics by Objectives..15
A. Recruitment and Training of AALANA student ambassadors.15
B. Increase AALANA student awareness of short-term study abroad programs..16
C. Increase parental acceptance and awareness of studying abroad..17
D. Increase AALANA student participation..18
VIII. Budget...22
IX. Campaign Schedule.25
I. Executive Summary
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The Office of Global Education (OGE) has been a long-standing organization within
Kent State University for decades. Since its inception, OGE has been solely responsible for
managing the universitys international affairs. OGE recruits international students interested in
pursuing an education in the United States to take part in Kent States exchange programs. It also
assists current Kent State students who are considering study abroad in finding the specific
program most suitable for them. OGE strives to give students the opportunity to gain experience
abroad and offers a wide variety of study abroad options in countries around the world.
Although OGE offers a diverse range of study abroad programs, it has experienced a lack
of participation among African American, Latin American and Native American, or AALANA,
students. This nationwide problem can be attributed to three main factors. First, AALANA
families historically have a lower average income, which causes them to view study abroad as an
unrealistic option. Second, the fear of encountering racism overseas is unique to AALANA
students. This fear of experiencing discrimination in an unfamiliar place draws AALANA
students away from committing to study abroad. Lastly, many AALANA students are firstgeneration college students so their parents are likely just as new to the college experience as
them. As a result, their parents are usually unaware of the benefits of studying abroad and can be
apprehensive in sending their child abroad.
The problems OGE is facing can be best addressed by developing a tailored
communication plan that targets the previously mentioned issues. Strategies such as training
AALANA student ambassadors, using face-to-face communication, establishing partnerships
with other on campus organizations, hosting special events and increasing awareness through
OGEs social media will help reach OGEs ultimate goal of increasing AALANA student
participation in study abroad.
State students wishing to study abroad to discover if education abroad is the right decision for
them. OGE plays an integral part in managing global partnerships, exchange programs and
support services for all students involved in education abroad.
OGEs ultimate goal is to help prepare students, both domestic and international, to enter
a workforce that is becoming increasingly global. Through international student admissions,
recruitment and education abroad programs for domestic students, OGE gives students an
opportunity to experience different cultures, ideas and belief systems to make them more
marketable upon graduation.
The Office of Global Education serves a wide range of publics that can be filtered down
to three broad groups: international students, domestic students and international partners. OGE
reaches out to international students to encourage them to study abroad at Kent State. Once these
students have enrolled, it helps them adjust to life in the United States. OGE provides many
programs and events that give international students the opportunity to acclimate themselves to
U.S. culture and network with other students. For domestic students, the Office of Global
Education provides a variety of study abroad opportunities including exchanges, long-term
programs, short-term programs and faculty-led trips. The Office of Global Education also
maintains many different partnerships with universities, governmental agencies and nongovernmental agencies around the globe.
At universities across the United States, the average number of students studying abroad
is approximately one to two percent of the student body. Kent State mirrors the national average,
with about 800 of its 41,819 students, or two percent of its student population taking part in
study abroad programs. However, like most universities, OGE struggles with its ability to
increase study abroad participation among AALANA (African American, Latin American, Native
American) student populations.
Out of 273,996 American students who studied abroad between 2010 and 2011, only 12
percent were AALANA students. This lack of participation can be attributed to a heightened fear
of racism abroad, limited financial resources and uninformed parents who are unaware of the
practical benefits of studying abroad.
A. Problem Statement: Kent State Universitys Office of Global Education is
experiencing a lack of participation in its study abroad programs from the growing population of
AALANA undergraduate students. This nationwide problem stems in part from negative familial
perceptions of study abroad, fear of racism and financial restrictions among AALANA students.
A tailored, highly personal communication and outreach plan aimed at AALANA students, their
parents and Kent State Multicultural Center staff will help OGE address these issues,
demonstrate the tangible value of study abroad and attract more AALANA students to
participate.
B. Analysis of Internal and External Factors:
1. Internal Factors:
Strengths of management and staff of the Office of Global Education include their
dedication to enriching students through study abroad and motivation toward
increasing participation in their programs. Assistant Director of Education Abroad,
Ediz Kaykayoglu, is of Turkish descent and is currently studying abroad at Kent State
University. He offers an informed opinion on the benefits of studying abroad and can
serve as a role model for prospective AALANA study abroad participants. As the
Associate Provost for OGE, Dr. Marcello Fantoni serves as a passionate advocate on
Communication between the Office of Global Education and its key publics is
inconsistent and often insufficient. Interviews conducted with random students found
that they are unfamiliar with the duties of OGE and dont connect it with study abroad
programs. They also expressed that materials given to them by OGE representatives
were cluttered with information, making it difficult for them to find out more about
the specific programs they were interested in. Its normal approach to advertising and
promotion is uneven, usually consisting of various fliers. Some are so overloaded
with information that they can intimidate students. OGE hosts study abroad fairs, but
the students who attend appear to already be motivated to go abroad and do not
represent the AALANA population it is trying to reach. Communication is largely
one-way in relation to prospective students. OGE disseminates information but
provides little follow-up, leaving students who were somewhat interested with no
proper contact information. At events held by OGE, students are often times given an
overwhelming amount of fliers, pamphlets and packets with an excess amount of
information. The process of applying to study abroad is tedious and many students
may not pursue it without knowing where to find guidance from the Office of Global
Education. Study abroad advising hours and locations are not posted clearly,
frequently or on any materials provided by the office. The Office of Global Education
has two main social media platforms: Facebook and Twitter. Their Facebook page has
a substantial following at 2,062 likes, posting on average twice a week. The posts
contain mostly informational links or questions asking for student engagement. Even
though the page has many likes, they rarely get a response from students. OGEs
Twitter account, which was created in September, only has 39 followers and has
tweeted 28 times since its creation. Its tweets are mainly just restating content from
the Facebook page and get little engagement from students.
Supporters of OGE include students who previously studied abroad who had a
positive experience as well as academic advisors who believe that it is a worthwhile
opportunity. Others include Kent State faculty and students who hold leadership
positions and encourage studying abroad.
OGEs opponents of study abroad include faculty members who have a negative
attitude toward traveling abroad and discourage their students from doing so.
C. Historical Information
OGE has met national standards regarding the amount of students it sends abroad, but
like most universities, it struggles with its ability to reach and motivate AALANA
students. Historically, many AALANA students face greater challenges than
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There are a variety of key issues affecting OGE's ability to increase study abroad
programs. In general, many Kent State University students are more susceptible to
culture shock because they live in a less globally diverse community than students
living in more international cities. AALANA students specifically face greater
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financial inequality, with the average income for a Caucasian family totaling $57,009,
while African American families average $33,321 and Latin American families
$39,500. This income gap creates uncertainty among AALANA students, particularly
African American, on how to finance a trip abroad. Along with this monetary
disparity, Latin Americans specifically face a lack of parental and peer support. The
Office of Global Educations communication tactics dont feature AALANA students.
This makes it challenging for prospective AALANA students to see themselves
participating in study abroad programs.
IV. Publics: The publics listed below have been identified as those among the AALANA
population we seek to motivate to participate in study abroad programs or who have influence
over AALANA students decisions. The number of undergraduate AALANA students enrolling
in college is increasing each year. Since 1976, enrollment among Latin Americans has increased
from three to 13 percent; African American enrollment from nine to 14 percent; and Native
Americans from less than one percent to almost two percent. In general, Kent States AALANA
enrollment has risen to approximately seven percent of the undergraduate student body. This
increase in the AALANA undergraduate population presents an opportunity to instill the benefits
of studying abroad in each race represented. These students parents are a main source of
encouragement and financial support, often playing a key role in deciding whether or not the
student will study abroad. Lastly, the Kent State Multicultural Center, located in Oscar Ritchie
Hall, provides AALANA students with resources to succeed in their college careers and acts as a
support structure for these often underrepresented students.
A. Primary publics
1. African-American undergraduate students
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have to transition from reservation life to college, which can be difficult for some, so
studying abroad seems like even more of a challenge. Also, many Native American
scholarships will not apply to study abroad.
4. Kent State Multicultural Center
a. The university's multicultural center is located on the second floor of the Student
Center. It serves as an advocate to help underrepresented students embrace diversity
through educational and cultural programs. OGE has not yet established a partnership
with them; such a partnership could encourage many AALANA students to investigate its
study abroad programs.
5. Parents of AALANA Kent State Students
a. Many AALANA students are first-generation college students, so their parents are just
as new to the college atmosphere as they are. Their unfamiliarity with college, the costs
and what is expected of and possible for students, leads to a general disregard of studying
abroad as a legitimate option. By providing parents with information on their benefits of
studying abroad, their disapproval of international education can be eased.
B. Secondary publics
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Interested AALANA students who meet the qualifications can send in their
resume to be reviewed by OGE.
b. Tactic: Create a training program for newly recruited AALANA student
ambassadors.
Educate newly recruited AALANA student ambassadors by providing
specific programs, costs, scholarship information and tactics in use by
OGE to increase participation among AALANA undergraduate students.
Instruct newly recruited AALANA student ambassadors on how to
effectively disseminate information and benefits regarding study abroad,
specifically catering to AALANA undergraduate student populations.
Provide information on how to obtain passports and visas.
Empower each AALANA student ambassador to confidently answer any
questions a prospective student may have about study abroad.
2. Strategy: Create a positive, engaging identity for AALANA student ambassadors.
a. Tactic: Establish Travel is an expense that makes you richer as the tagline for
AALANA study abroad students.
Each AALANA student ambassador will receive a T-shirt with the tagline
printed across the back so they can be easily identified.
Evaluation Methods:
Survey student ambassadors to assess their knowledge of specific programs, costs,
scholarship information and tactics in use by OGE after they have received training.
Objective 2: To increase AALANA undergraduate students awareness of the Office of Global
Educations short-term study abroad programs by 25 percent by the end of spring semester 2015.
1. Strategy: Use AALANA ambassadors and Multicultural Center staff to raise
awareness of study abroad opportunities in fun, inspiring and interpersonal ways.
a. Tactic: Host Picture Yourself There event at the Multicultural Center.
Rent two photo booths for students to use. The photo backgrounds will
feature different study abroad locations offered by OGE. Students will
receive one copy to keep and have the option to email a digital copy to
friends and family via the photo booths interactive screen.
-One photo booth will be Florence-themed and the other will be
Geneva-themed with appropriate backdrops for each. Both
Florence and Geneva are well-known short-term study abroad
programs.
-Photo strips will feature the program name and application
deadline at the bottom.
AALANA ambassadors and Multicultural Center staff will set up
interactive tables for each short-term study abroad program available.
-Application forms for Florence and Geneva will be provided.
-Passport application forms will also be available.
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b. Tactic: OGE will co-sponsor ethnic food-theme nights with Dining Services
such as Soul Food and La Caliente Noche.
Eastway Cafe holds special themed food nights multiple times a semester
serving cuisine from a certain culture each night. For example, La Caliente
Noche features Mexican and Latin American foods.
A study abroad informational table will be present at these events.
-AALANA student ambassadors and Multicultural Center staff will
work an information table to hand out short-term program
brochures and promotional items.
-Students will be able to provide their email so they can receive
further updates on OGE short-term programs.
2. Strategy: Use controlled media to promote awareness of events, short-term programs
and deadlines.
a. Tactic: Display travel posters in locations AALANA undergraduate students
frequently visit, including the Multicultural Center on the second floor of the Kent
State Student Center and Oscar Ritchie Hall.
b. Tactic: Place an advertisement promoting short-term study abroad programs in
minority publications such as Uhuru Magazine.
The full-page, full-color advertisement will be featured in February and
October issues.
3. Strategy: Use OGEs social media assets to spread awareness of short-term programs
and increase engagement with Kent State ALANNA students.
a. Tactic: Create posts on OGEs Facebook and Twitter profiles.
b. Tactic: Develop a greater social media presence by creating OGE Instagram
and Vine accounts.
Instagram and Vine are more visual social media platforms. They can
show a students experience abroad from their point of view.
Evaluation Methods:
Record number of Picture Yourself There attendees.
Attendees will be asked to fill out a simple survey before they leave the event. Every
10th student who completes the survey will receive a free OGE sticker or T-shirt. The
survey will consist of questions regarding their awareness of short-term study abroad
programs. As part of the survey students will be asked to provide their email address.
These results will be compared to the baseline awareness survey.
Monitor social media engagement of OGEs profiles.
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a. Tactic: Destination Date: Students will have the opportunity to sign up for an
casual meeting with one of the student ambassadors after the ambassadors give
their presentations. These dates will take place at a local Kent restaurant. To
sign up, students will provide their email and what program(s) they are interested
in. Ambassadors will then email the students to set up a time and place for their
Destination Date.
Each meeting will take place at a local Kent restaurant that serves food
associated with the country the student is interested in. For example, a
student interested in the South Korea program would have their
Destination Date at Newdle Bar.
Destination Dates will give students a chance to speak with AALANA
study abroad ambassadors one-on-one about the specific program theyre
interested in and address any concerns they may have. Ambassadors will
also provide a study abroad application to the specific program the student
expresses interest in.
b. Tactic: AALANA student ambassadors will visit Pan-African Studies classes to
speak to students about their experiences studying abroad.
Ambassadors will promote affordability and return on investment.
Ambassadors will show a 5-minute presentation featuring pictures of them
during their time abroad.
Interested students will provide their contact information to the student
ambassadors to get sent further information and to set up Destination
Dates.
c. Tactic: AALANA student ambassadors and Multicultural Center staff will visit
Kent State Universitys African-American sororities (Delta Sigma Theta, Sigma
Gamma Rho and Zeta Phi Beta) and fraternities (Phi Beta Sigma and Omega Psi
Phi) chapter meetings.
Promote affordability and return on investment.
Distribute brochures featuring short-term program information.
Students will provide their contact information so follow up visits can be
conducted and to remind the chapter members of upcoming study abroad
events and application deadlines.
d. Tactic: Co-sponsor the Black United Students (BUS) annual Renaissance Ball.
OGE will work with BUS to create an overarching theme for the ball that
relates to travel.
Tickets for the event will be passport themed and will feature OGE contact
information on the back.
e. Tactic: AALANA student study abroad ambassadors and Multicultural Center
staff will visit Kent States Native American Student Association meetings.
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g. Tactic: AALANA student ambassadors and Multicultural Center staff will hold
tables at every Kent State Universitys multicultural fairs.
Ambassadors and staff will hand out informational brochures and free
promotional items.
-T-shirts featuring the campaign theme Travel is an expense that
makes you richer, as well as a list of programs offered by OGE on
the back.
-Black and white oval stickers with OGE on them. The O in
OGE would be a globe.
Students will be able to provide their email addresses to
be sent study abroad information.
2. Strategy: Create a partnership between OGE and Kent State Career Services.
a. Tactic: Invite Career Services representatives to be present at OGE events,
such as study abroad fairs and tablings.
Representatives would promote on-campus job openings, highlighting the
potential earnings as a way to partially finance study abroad.
Representatives would hand out hot cards naming all the areas currently
hiring on campus and information on how to apply to the positions.
3. Strategy: Use controlled media to reach Kent State AALANA students in a
straightforward, yet inviting manner.
a. Tactic: Create a tailored e-blast campaign for AALANA student populations
through their separate student listservs, which can be accessed through the
Student Multicultural Center.
Create a Three Simple Ways to Save for Study Abroad campaign that
will be sent out at the beginning of the semester. Example:
-Give up a daily luxury.
-Save loose change for a year.
-Cut down on partying.
Create a follow-up e-blast: Three Simple Ways to Find Study Abroad
Financial Aid that will be sent out before application deadlines and
before the end of the semester.
-This e-blast will focus on how students can find financial aid
through Kent State University and other sources.
The e-blasts will also be sent to students who have given their emails to
OGE at events and at informational tables.
c. Tactic: Display posters and brochures in areas that AALANA students
frequently visit, including the Multicultural Center on the second floor of the Kent
State Student Center and Oscar Ritchie Hall.
4. Strategy: Use Twitter to generate excitement and awareness of short-term study
abroad programs.
a. Tactic: Create a contest through OGEs Twitter to have five passport fees paid
for.
To win, students must attend a study abroad event, snap a picture with an
AALANA student ambassador and post the picture, mentioning OGEs
Twitter along with #SendMeAbroad. The five students who accumulate
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the most retweets within two weeks from the start date will have their
passport fees paid for by OGE.
To officially receive the financial award students must be in good
academic standing, with OGE reserving the right to select the final
winners.
Evaluation Methods:
Record number of African American, Native American and Latin American students who
studied abroad compared to the previous year.
Record number of students who attended Destination Dates.
Record and analyze the number of media impressions of OGE social media sites.
-Number of mentions, retweets and favorites by AALANA students.
VIII. Budget- listed below are estimated costs that cover Spring 2014-Spring 2015
implementation and are subject to change.
A. Picture Yourself There Event.
People
-Participants
-Multicultural Center staff will already be working from 6 p.m.-8 p.m., this is not an
added cost.
-AALANA student ambassadors
Money
-wage for AALANA student ambassadors (6 workers at $94.20)
-photo booths (2 at $998)
-props (costumes: $100)
-Hor doeuvres, silverware, drinks, napkins, cups ($700)
Resources
- http://www.photoboothroyale.com/
-Kent State Dining Services
-http://www.shindigz.com/
B. Ethnic food nights at Eastway Cafe (4:30 p.m.- 8:30 p.m.)
People
-KSU students
-AALANA student ambassadors
-Dining Services student workers
Money
-co-sponsorship (2 events at $5,000)
-wages for AALANA student ambassadors (2 at $62.80)
Resources
-Eastway Cafe
C. Destination Date
People
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People
-OGE Staff
-AALANA student ambassadors
-AALANA student population
Money
-5 passport fees at ($825)
Resources
-OGE Twitter profile
G. Controlled Media
People
-AALANA student ambassadors
-AALANA student population
-Multicultural Center staff
-Parents of AALANA students
Money
-Brochures (5,000 at $700)
-Posters (500 at $75)
-Survey paper (400 copies at $.10 a copy: $40)
Resources
-Minuteman Press
-Office of Global Education
-Pan-African studies classes
-Eastway Cafe
-African-American sororities and fraternities
-Native American Student Association
-Latin American fraternity
-Spanish and Latino Student Association
-Oscar Ritchie Hall
-Multicultural Center
H. Research Recommendations
People
-AALANA student ambassadors
-Multicultural Center Staff
-AALANA undergraduate students.
Money
-Wage for AALANA student ambassador (2 hours, 6 ambassadors at $7.85: $94.20)
-Survey paper (100 copies at $.10 a copy: $10)
Resources
-Multicultural Center
-Minuteman Press
Total Budget per year: $12,717.20
Total Budget from spring 2014-spring 2017: $38,148.60
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January
Hang posters
Recruitment
and training of
student
ambassadors
Launch e-blast
campaign
number 1
Awareness
survey
Class visits
Greek life
visits
February
Picture
Yourself There
Twitter
Contest
Food themed
nights
Place Ad in
Uhuru
March
April
Hang posters
Multicultural
fair
Launch e-blast
campaign
number 2
May
June
Academic
STARS
Parent focus
group
July
Academic
STARS
Establish
relationship
between OGE
and Career
Services
Parent focus
group
Training
sessions
Create new
brochure
Hang posters
August
Launch e-blast
campaign
number 1
25
September
Class visits
Greek life
visits
Clubs/Organiza
tions visits
Food themed
nights
Hang posters
Place ad in
Uhuru
Multicultural
fairs
Launch e-blast
campaign
number 2
October
November
December
26