Professional Documents
Culture Documents
STC 359
B AT C H E L O R
M AY 1 0 , 2 0 1 6
P U B L I C R E L AT I O N S
C A M PA I G N
MIAMI UNIVERSITY STRATEGIC
COMMUNICATIONS DEPARTMENT
P U B L I C R E L AT I O N S C A M PA I G N
M IA M I U N IV E R S IT Y S T R AT E G IC C O M M U N IC AT IO N S D E PA RT M N E T
TABLE OF CONTENTS
Research
Key Findings
45
Publics
Key Message
Strategies
Tactics
10 11
Timeline
12 13
Budget
14
Evaluation
15
RESEARCH
Our research was geared toward four main publics.
1. Juniors and Seniors in the Strategic Communications Major
Survey
o Ask them what they like and dont like about the major, why they choose it, and what
they plan on doing when they graduate.
KEY FINDINGS
1. Juniors and Seniors in the Strategic Communications Major
Survey
o On average, the majority of surveyed students like the Capstone classes and the
professors. They dont like the large sizes of the introductory courses.
o 85% of surveyed students want to work in a PR, Marketing or Advertising Agency
when they graduate.
o 90% of them said they look for students to have real-world experience and strategic
thinking skills.
PUBLICS
Primary
Secondary
Intervening
The Parents
o Parents of both the Miami University and the High School Students
The goal of this campaign is to raise awareness about the Strategic Communications
Department among our four publics Miami University Students, High School Students,
Human Resources Departments of Marketing, PR and Advertising Agencies in the U.S.,
and the Parents of both Miami University and High School Students. The campaign will
mainly focus on bringing awareness of the significance of the major, the dedication of the
faculty members and the role of strategic communications in a larger society.
Objectives
Increase awareness of the benefits of the Strategic Communications Major amongst all
key publics by 60%.
KEY MESSAGE
The Strategic Communications Major at Miami University is successful in helping students
prepare for a future in Marketing, Advertising and PR, in particular. Students of this major gain
the ability to think strategically in order to efficiently communicate and implement plans to help
businesses and other clients grow and succeed in their goals and endeavors.
STRATEGIES
We plan to reach High School Students through creating a presence at local high
schools in order to give them a defined reason to choose Miami and make them aware
of the opportunities Strategic Communications Majors have at Miami, both while at
school and for their futures.
We plan to reach Parents of both Miami University Students and High School
Students through social media in order to help them understand that a Strategic
Communications Major will help their children have successful futures.
TACTICS
Students and faculty can blog about their classes/internships/work, post their projects,
review classes, etc.
Faculty Spotlights
o Videos and blog posts highlighting a specific Miami Strategic Communications Faculty
Member
o Highlight one person each month.
o Release videos on Facebook, Twitter, and Miami University and Strategic
Communications Website.
o Send emails with video attachments to Guidance Departments at High Schools who send
a lot of students to Miami.
Student Blogs
o Human Resources Departments in Marketing, PR and Advertising Agencies like to see
that students blog.
o Students will blog about why Strategic Communications is an important and beneficial
major and about their internships, jobs, etc.
o Release one every other week on Facebook, Twitter, and Miami University and the
Strategic Communications Website.
o The representatives can see what the students know and learn and the Strategic
Communications Department can see what the agencies do and what options there are for
internships and post-graduate jobs.
Graduated Strategic Communications Majors talk to STC 259 about post-graduation life as a
Strategic Communications Major.
o Once a semester
Project Fair of 259, 359, 459 Final Projects and Strategic Plans open to the entire Miami
Community, businesses, and prospective students and their parents.
o Once a semester
11
TIMELINE
July 1, 2016: Release Faculty Spotlight
July 3, 2016: Student Blog
July 17, 2016: Student Blog
July 31, 2016: Student Blog
August 1, 2016: Release Faculty Spotlight
August 14, 2016: Student Blog
August 28, 2016: Student Blog
August 30, 2016: Send Representatives to Freshman Classes
September 1, 2016: Release Faculty Spotlight
September 11, 2016: Student Blog
September 25, 2016: Student Blog
September 28, 2016: Graduated Student Talks To STC 259
October 1, 2016: Release Faculty Spotlight
October 5, 2016: Strategic Communications Job Fair
October 9, 2016: Student Blog
October 23, 2016: Student Blog
November 1, 2016: Release Faculty Spotlight
November 6, 2016: Student Blog
November 15, 2016: Project Fair
November 20, 2016: Student Blog
November 22, 2016: Talk at Nearby High School
December 1, 2016: Release Faculty Spotlight
December 4, 2016: Student Blog
December 18, 2016: Student Blog
12
BUDGET
Number of Events
Subtotal
Student Multi-Media
Intern
3 Hours/Week
$8/Hour
$1,248
Department Tours
18
$10
$180
$150/week
$2,700
Total
$4,128
14
EVALUATION
As Public Relations practitioners we spent time after the completion of our plan to measure the
success of our campaign. The objectives of our plan were to increase awareness of the benefits of
the Strategic Communications Major amongst all key publics by 60%. Increase enrollment in the
Strategic Communications Major of current Miami Students by 10%. Increase enrollment in the
Strategic Communications Major of Incoming Miami Students by 30%. And to increase Human
Resources Departments interest in and involvement with Miami University Strategic
Communications Majors by 20% all at the completion of our one-year program. We have
evaluated the success of our campaign through the quantitative evaluation of Strategic
Communications Majors, both enrolled in Miami and hired at agencies. These evaluations show
the enrollment has increased by 30% and the students hired at agencies has increased by 20%
over the course of the year. Based off these evaluations we can conclude that we were successful
in reaching our objectives.
15