Vernon C.

Schranz Distinguished Lectureship in Public Relations

Strategic Communications Plan

By

Kiera Courtney, Thomas Hershberger,

Kelsey Jones, Levi Sebree, Gine Strati

Table of Contents
Executive Summary 3
Target Analysis 4
SWOT Analysis 5
Goals and Objectives 7
Campaign Objective One 8
Campaign Objective Two 11
Campaign Objective Three 14
Campaign Objective Four 17

Executive Summary

The Vernon C. Schranz Distinguished Lectureship, hosted by Ball State University, is the
nations longest-running public relations lecture. Since 1979, the lecture has honored Ball
Corporations first public relations practitioner, Vernon C. Schranz. Ball State hosts prominent
public relations professionals who uphold the Schranz legacy while providing educational and
practical content to support the growth of the public relations field.

The Department of Journalism seeks to increase awareness and maximize student participation at
the lecture and related activities. Cardinal Communications will cultivate new ideas to create
awareness, increase cross-departmental student attendance and develop engaging activities
before and after the lecture.

This strategic communications plan will guide the Vernon C. Schranz Distinguished Lectureship
to achieve the outlined goals and continue the Schranz legacy. This plan will make the
lectureship a recognizable event across Ball States campus, maximize student attendance and
provide educational opportunities for all participants.

Target Analysis

The Vernon C. Schranz Distinguished Lectureship in Public Relations targets multiple audiences
on Ball States campus and in the Indianapolis area.
1. Public Relations students. We want most or all of the 300 public relations students at Ball
State to attend because the speakers directly appeal to this major.

2. Students studying related majors to the 2017 topic. The Schranz lecture also wishes to
increase attendance by reaching out and appealing to other majors at Ball State.

3. Educators, professors and staff. Most recurring attendees learn about the Schranz lecture
from their professors. We need to make sure that, beyond encouraging students to go, professors
also attend the lectureship for themselves.

4. Professionals and alumni. The College of Communication, Information and Media has an
impressive network of professionals and alumni whose attendance could attract students to the
Schranz lecture. Attendees can bond in knowing that they all care about the same topics. They
can also participate in a networking mixer and rsum critique before or after the event, which
creates a greater incentive to attend.

5. Schranz family. We wish to keep the legacy of Vernon C. and Mary Schranz apparent and
meaningful by bringing members of the Schranz family to the lecture. That legacy will help
students understand the colleges traditions.

SWOT Analysis

Strengths
Bringing in established speakers who provide insights into the public relations field
Offering headshots
Giving students the one PIR credit they need
Professors telling their students about the lecture series
 Students asking questions at the end of the lecture

Weaknesses
Limited appeal outside of PR
Might not offer specialized topics like other PIRs can
Poor recognition of event among students
Travel logistics can interfere with additional events throughout the day
Speaker prestige might be valued more than topical consistency
There might be better places to host the event, like in an established auditorium (i.e.
Emens/Prius)

Opportunities
Introducing speakers from diverse backgrounds
Creating and sending RSVP emails to students
Hosting event in a more accessible space for students (i.e. Prius)
Hosting multiple speakers with one main idea
Establishing relationships with faculty
Incorporating Schranz into course curriculum
Expanding the event throughout an entire day
Offering opportunities beyond the lectureship
Headshot pictures
Rsum workshops
Networking event
Snacks

Threats
Our outreach to other areas on campus may not be as strong as initially thought.
Other events that are more important to our target audience might be scheduled at the
same time
Too little room for the presentation or poor audio
If newcomers dont like the presentation/speaker, they might not come again
The presentation might not be what audience members expected
Audience might feel that content does not apply to them
Goal and Objectives

Campaign Goal
To increase attendance to 300 people at the Fall 2017 Vernon C. Schranz Distinguished
Lectureship in Public Relations to continue the Vernon C. Schranz legacy.

Objective One
To increase awareness of the Vernon C. Schranz Distinguished Lectureship in Public Relations
by engaging and educating at least 10 student organizations on Ball States campus by Oct. 1,
2017.

Objective Two
To increase awareness of the Vernon C. Schranz Distinguished Lectureship in Public Relations
by reaching out to and informing at least 30 professors in at least five departments by Sept. 24,
2017.

Objective Three
To increase student attendance of the Vernon C. Schranz Distinguished Lectureship in Public
Relations by reaching out to at least 20 PR professionals to attend a networking event before or
after the lecture by Sept. 4, 2017.

Objective Four
To increase student awareness of the Vernon C. Schranz Distinguished Lectureship in Public
Relations through a social media campaign with the College of Communication, Information and
Media, Department of Journalism and student organizations by Sept. 18, 2017.

Campaign Objective One

To increase awareness of the Vernon C. Schranz Distinguished Lectureship in Public Relations
by engaging and educating at least 10 student organizations on Ball States campus by Oct. 1,
2017.

Strategy: Implement both interpersonal communication and organizational media to engage and
educate campus organizations.
Tactic 1: Send emails to 10 campus organization presidents about the history of Schranz, the
2017 lecture and ask to schedule meeting visits.
Tactic 2: Distribute a fact sheet to campus organizations.
Tactic 3: Attend 10 different student organization meetings between August and October 2017 to
promote the Vernon C. Schranz Distinguished Lectureship in Public Relations.
Tactic 4: Send a digital poster about the Vernon C. Schranz Distinguished Lectureship in Public
Relations to student organization presidents at least two weeks before the event.

Tactic 1: Send emails to 10 campus organization presidents about the history of Schranz, the
2017 lecture and scheduling meeting visits.
Tactic Overview: The Cardinal Communications Schranz Team will email at least ten
campus organization presidents, using the Benny Link database to select organizations
relevant to the 2017 lecture topic.
Location: Ball State University
Time: September 2017
Cost: $30 (1 hour of client services)
Target Audience: Ball State University students
Communication: Emails
Tactic 2: Create a fact sheet to distribute to campus organizations.
Tactic Overview: The Cardinal Communications Schranz Team will create a single-page
fact sheet with the Schranz history and important points about the 2017 lecture. We will
send the sheet to campus organizations via email.
Location: Ball State University
Time: September 2017
Cost: $60 (2 hours of client services)
Target Audience: Ball State University students
Communication: Fact sheet, emails

Tactic 3: Attend 10 different student organization meetings between August and October 2017
to promote the Vernon C. Schranz Distinguished Lectureship in Public Relations.
Tactic Overview: Members of the Cardinal Communications Schranz Team will email
organization presidents to schedule meetings with at least 10 different student
organizations on Ball States campus between August and October 2017 to promote the
2017 Schranz lecture.
Location: Ball State University
Time: August to October 2017
Cost: $150 (5 hours of client services)
Target Audience: Ball State University students
Communication: Email, in-person

Tactic 4: Distribute a digital poster about the Vernon C. Schranz Distinguished Lectureship in
Public Relations to student organization presidents at least two weeks before the event.
Tactic Overview: The Cardinal Communications creative team will produce a digital
poster according to the Department of Journalisms PIR guidelines and the Universitys
branding toolbox. The Cardinal Communications Schranz Team will send the poster to
student organization presidents at least two weeks before the 2017 Schranz lecture.
Location: Ball State University
Time: At least two weeks before the 2017 Schranz lecture
Cost: $150 (5 hours of client services)
Target Audience: Ball State University students
Communication: Poster, email
Objective Two
To increase awareness of the Vernon C. Schranz Distinguished Lectureship in Public Relations
by reaching out to and informing at least 30 professors in at least five departments by Sept. 24,
2017.

Strategy: Foster relationships between professors and the Schranz event to establish a reliable
pipeline of students who can boost annual attendance.

Tactic 1: Contact five marketing professors about class visits in 2017.

Tactic 2: Retain successful professor support from 2016 by referring to old class list; build
relationships between those professors and the event.
Tactic 3: Reach out to courses related to the topic or history of speaker, even if theyre outside
the Journalism and Communication disciplines (i.e. Art and Fashion students if speaker has
experience in that industry).
Tactic 4: Consider reaching out to professors of courses within the journalism school that may
not have been targeted in the past, like photojournalism classes.
Tactic 5: Reach out to Ball State University journalism professors and suggest that they offer
extra credit opportunities for students who attend the Schranz 2017 Lectureship.
Tactic 6: Have team members visit classes starting two weeks before the Schranz 2017
Lectureship.

Tactic 1: Contact five marketing professors about class visits in 2017

Tactic Overview: Members of the Cardinal Communications Schranz Team will build
relationships with marketing students and professors in Ball States Miller College of
Business. Research will need to be conducted to determine which courses show the most
compatibility with the lecture themes, and contact should be made in October 2017.
Location: Ball State University
Time: October 2017
Cost: $60 (2 hours of client services)
Target Audience: Ball State University business and marketing professors
Communication: Emails

Tactic 2: Retain successful professor support from 2016 by referring to old class list
 Tactic Overview: The Cardinal Communications Schranz Team will seek to improve
relationships between professors and the event by reaching out to professors successfully
contacted during promotion for 2016. Contact should be made in October 2017.
Location: Ball State University
Time: October 2017
Cost: $30 (1 hour of client services)
Target Audience: Ball State University professors
Communication: Emails

Tactic 3: Reach out to courses related to the topic or history of speaker

Tactic Overview: The Cardinal Communications Schranz Team can increase attendance
and showcase the flexibility of PR by reaching out to professors whose departments or
courses pertain to the subject matter. Contact should be made in October 2017.
Location: Ball State University
Time: October 2017
Cost: $60 (2 hours of client services)
Target Audience: Ball State University professors
Communication: Emails

Tactic 4: Consider reaching out to professors of courses within the journalism school that may
not have been targeted in the past, like photojournalism classes.
Tactic overview: The Schranz team will go to more classes to speak about the lecture,
including those outside the journalism department.
Location: Ball State University
Time: one month before the lecture
Target Audience:Non-journalism majors the speaker could appeal to.
Communication:Classroom visits and email

Tactic 5: Reach out to Ball State University journalism professors and suggest they offer extra
credit opportunities for students who attend the Schranz 2017 Lectureship.
Tactic Overview: Go to professors and ask that they offer extra credit for students who
attend the Schranz lecture. Even the opportunity for 10 points would encourage people to
go.
Location: Ball State University
Time: Soon, so professors can add this to their syllabi
Target audience: Journalism department professors, maybe TCOM
Communication: email
Tactic 6: Have team members visit classes starting two weeks before the Schranz 2017
Lectureship.
Tactic overview: Go to classes to speak about the Schranz lecture early, and go to more
classes.
Location: Ball State University
Time: 2-3 weeks before the lecture
Target Audience: Professors and students
Communication: Email and classroom visits

Objective Three
To increase student attendance of the Vernon C. Schranz Distinguished Lectureship in Public
Relations by reaching out to at least 20 PR professionals to attend a networking event before or
after the lecture by Sept. 4, 2017.

Strategy: The Schranz planning committee will act as liaisons, facilitating relationships with
professionals in metropolitan areas.

Tactic 1: Reach out to Ball State alumni who are working as PR professionals in the Indianapolis
and Chicago areas.
Tactic 2: Reach out to the PRSA Hoosier Chapter, asking them to be a part of the networking
event.
Tactic 3: Ask professors and faculty in the Department of Journalism to help by contacting their
friends and former colleagues currently practicing PR.
Tactic 4: Host a pre-Schranz mixer for the planning committee to network and create
relationships with professionals, and to get them to come back for the actual Schranz lecture.

Tactic 1: Reach out to Ball State alumni who are working as PR professionals in the
Indianapolis, Chicago and Cincinnati areas.
Tactic Overview: The Schranz planning committee will use PRSSAs database of PR
professionals and the Cardinal Communications database of alumni to connect with
potential participants.
Location: Ball State University
Time: Two months before 2017 Schranz lecture
Cost: four to five client service hours
Target Audience: PR professionals in the Chicago, Cincinnati and Indianapolis areas
Communication: phone and email

Tactic 2: Reach out to the PRSA Hoosier Chapter, asking them to be a part of the networking
event.
 Tactic Overview: Cardinal Communications will work with the Ball State PRSSA
chapter to reach out to PRSA Hoosier Chapter members, requesting their participation.
Location: Ball State University, Indianapolis (if attending PRSA Hoosier Chapter
meeting)
Time: Two months before 2017 Schranz lecture
Cost: three client service hours
Target Audience: PRSA Hoosier Chapter
Communication: phone, email, possible face-to-face

Tactic 3: Ask professors and faculty in the Department of Journalism to help by contacting their
friends and former colleagues currently practicing PR.
Tactic Overview: The Cardinal Communications Schranz 2017 planning committee will
reach out to professors and faculty by email or in person, requesting that they invite
fellow PR professionals.
Location: Ball State University
Time: September 2017
Target Audience: Working professionals that have a relationship with professors and
faculty in the Department of Journalism.
Communication: Email, face-to-face, possibly phone

Tactic 4: Host a pre-Schranz mixer for the Schranz planning committee to network and create
relationships with professionals, and get them to come back for the actual Schranz lecture.
Tactic Overview: The Cardinal Communications Schranz 2017 planning committee will
invite experts by physical invitation, email or phone to a pre-Schranz Lecture mixer,
which will create relationships.
Location: Holden Center/Free space outside venue
Time: One hour before event
Cost: Will vary depending on refreshments
Communication: physical invitation, email or phone
Objective Four
To increase student awareness of the Vernon C. Schranz Distinguished Lectureship in Public
Relations through a social media campaign with the College of Communication, Information and
Media, Department of Journalism and student organizations by Sept. 18, 2017.

Strategy: Work with CCIM, the Department of Journalism and student organization on the
execution of a month-long social media campaign.

Tactic 1: Create a promotional video explaining the history of the lecture, the 2017 speaker, and
other incentives.
Tactic 2: Host a Twitter Q&A with the 2017 speaker two weeks before the event.
Tactic 3: Create 30-second promotional videos for social media platforms.
Tactic 4: Create a month-long content calendar promoting the event, topic and speaker.
Tactic 5: Have promotional giveaways on social media platforms to win meet and greets with the
speaker, priority seating or swag leading up to Schranz 2017.
Tactic 6: Create infographics about the event, topic, speaker and Schranz in general.

Tactic 1: Create a promotional video explaining the history of the lecture, the 2017 speaker and
other incentives.
Tactic Overview: The Cardinal Communications creative team will create a two-minute
promotional video featuring information about the history of the Schranz lecture, the
2017 speaker/topic and other aspects of the event.
Location: Ball State University
Time: August and September 2017
Cost: four or five hours of client services
Target Audience: Ball State University students, faculty members and Muncie
community members
Communication: social media platforms, class visits

Tactic 2: Host a Twitter Q&A with the 2017 speaker two weeks before the event.
Tactic Overview: The Fall 2017 Schranz team will use the Cardinal Communications
Twitter account to host a Q&A with the 2017 speaker. This Q&A will be open to all
Twitter users but will be moderated by the Schranz team.
Location: Ball State University
 Time: Two weeks before the 2017 lecture
Cost: one hour of client services
Target Audience: Ball State University students, prospective attendees, Ball State
University faculty
Communication: Twitter

Tactic 3: Create 30-second promotional videos for social media platforms.

Tactic Overview: The multimedia side of the Cardinal Communications creative team
will create four 30-second promotional videos featuring teasers for the upcoming lecture.
Location: Ball State University
Time: August and September 2017
Cost: four or five hours of client services
Target Audience: Ball State University students, faculty members and Muncie
community members
Communication: Social media platforms

Tactic 4: Create a month-long content calendar promoting the event, topic and speaker.
Tactic Overview: Create a month-long social media content calendar promoting the
event, topic and speaker. Content will be posted on the social media platforms for
Cardinal Communications, the Department of Journalism and CCIM.
Location: Ball State University
Time: One month before the Schranz Lectureship.
Cost: four or five client service hours
Target Audience: Ball State University students and faculty
Communication: Social media platforms

Tactic 5: Have promotional giveaways on social media platforms to win meet and greets with
the speaker, priority seating or swag leading up to Schranz 2017.
Tactic Overview: As part of the social media plan, we would have weekly giveaways.
These giveaways would include meet-and-greet sessions with the speaker, priority
seating the night of the lecture and possible Ball State or Department of Journalism
promotional materials.
Location: Ball State University
Time: One month before the Schranz Lectureship
Cost: four or five client service hours
Target Audience: Ball State University students
Communication: Social media platforms

Tactic Six: Create infographics about the event, topic, speaker and Schranz in general.
Tactic Overview: The creative team will create infographics on a range of topics, from
the history of the Schranz Lecture to the speaker and 2017 topic. These will be posted on
social media.
Location: Ball State University
Time: August and September 2017
Cost: four or five hours of client services
Target Audience: Ball State University students and faculty
Communication: Social media platforms