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  • 1. ReFIRMation: Restructuring for Greater Success The University of Alabama @CapstoneAgency CapstoneAgency.org
  • 2. Jacquie McMahon, Firm Director Christi Rich, UA PRSSA President
  • 3. Presentation Overview • • • • • • History Research Planning: The Six Departments Implementation and Transition Evaluation Closing
  • 4. Agency History • • • • • 2008: First communication plan 2009: Approved as student organization 2011: Record-breaking membership number 2012-2013: Restructuring process Today:
  • 5. National Affiliation • Capstone Agency: Approved June 2012 • Process • Standards remind members of professionalism and accountability • Strengthened our national involvement with PRSSA
  • 6. Research • 2012 National Conference GolinHarris’ g4 model
  • 7. Planning: The Six Departments
  • 8. The Departments • • • • • • Account Services Creative Digital Media Relations Public Relations/New Business Insights
  • 9. Implementation
  • 10. Transition Process • Members reapply each semester • Surveyed interests
  • 11. Integrated Communication • Not simply a “public relations” firm • Content spans owned, earned and paid channels • Incorporate the growing number of students from advertising and other majors
  • 12. Member Recruitment • Class visits by PRSSA Executive Board and Capstone Agency Directors • Week-long Twitter chat “#CapstoneIS” • Recruitment posters
  • 13. Awards • At the end of last semester, each director gave their outstanding team member(s) an award. • This November, we are planning an Awards Banquet in conjunction with a PRSSA workshop.
  • 14. Awards
  • 15. Evaluation
  • 16. Involved Membership • • • • Spring 2013: 60 active and engaged members Fall 2013: 65 members Titles for every member Higher retention rate
  • 17. Student Benefits • Résumé and portfolio building experiences • See all aspects of an agency come together for results • Specialize in one area early on • Experience to draw off during interviews
  • 18. Client Benefits • Efficient process with the point of contact in the agency (AE/AAE) • In-depth work tailored to clients’ needs due to specialization
  • 19. Member Evaluations • Occur each semester • Sense of accountability and engagement • Express interest in leadership opportunities
  • 20. Closing
  • 21. Chapter-Firm Relations • Support: • Membership • Meetings • Projects
  • 22. Moving Forward • Wider range of clients • Increasing the competitive nature of our firm • Continuing to encourage student success “If a firm isn’t growing, it’s dying.”
  • 23. The Process 1. 2. 3. 4. 5. Research of real firms Research member interests Determine departments Create written plan Host awards ceremony Tailor to your campus!
  • 24. Q&A Jacquie McMahon, @jacqmcmahon Christi Rich, @christi_rich More questions? Contact CapstoneAgency.UA@gmail.com