Communication Upward Bound


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IMC Campaigns final presentation, Fall 2008, taught by David Kamerer, PhD, APR. Team members: Jennifer Regan, Kelli Davis, Allison Follin, Monica Salmeron, Callie Weber.

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Communication Upward Bound

  1. 1. TRIO Communication Upward Bound Presented by: Jennifer Regan, Monica Salmeron, Allison Follin, Callie Weber, and Kelli Davis
  2. 2. What is CUB? <ul><li>CUB is a nonprofit organization intended for high school students. </li></ul><ul><li>Through a systematic structure and experienced staff, CUB helps students prepare for post-secondary education, find a passion to complete secondary schooling and acquire skills and abilities for educational and academic success. </li></ul><ul><li>Services and activities are designed to improve academics and personal needs. </li></ul>
  3. 3. CUB Continued <ul><li>CUB is 100% government funded and designed for students who are first generation and/or meet the federal income guidelines. </li></ul><ul><li>The seven target schools in the Wichita area include: East, South, North, West Metro Boulevard, Metro-Meridian, and Metro-Midtown. </li></ul><ul><li>Students get to attend a summer camp, weekend workshops, design newspapers, radio broadcast,web design, photography, and year round tutoring. </li></ul>
  4. 4. Research <ul><li>Secondary </li></ul><ul><li>S.W.O.T. </li></ul><ul><li>Strengths: The program creates opportunities and guidance for students who may not have the means to get to achieve their full potential. </li></ul><ul><li>Weaknesses: Not very many people are aware of CUB and the benefits the program has to offer. Their materials are outdated and not properly formatted. </li></ul><ul><li>Opportunity: This program all about the kids and therefore they need to listen to their wants and needs. </li></ul><ul><li>Threats:The lack of interest and awareness in CUB is the greatest potential threat to the program. </li></ul><ul><li>Primary </li></ul><ul><li>Two surveys were given to CUB students. One studied why they joined CUB and the second focused on our new material vs. the old. </li></ul><ul><li>Survey 1: Showed most students decided to join CUB because their parents thought it would be beneficial for them. They also thought it sounded interesting. </li></ul><ul><li>Survey 2: Discovered that students found that all of the new marketing material is more beneficial and more visually appealing than the old material. </li></ul>
  5. 5. Research Continued <ul><li>Focus groups </li></ul><ul><li>2 groups of 8 CUB students </li></ul><ul><li>Written survey and group discussion </li></ul><ul><ul><li>PURPOSE </li></ul></ul><ul><li>Get feedback about following: </li></ul><ul><ul><li>Why our target market joined CUB </li></ul></ul><ul><ul><li>How the program could attain more students </li></ul></ul><ul><ul><li>What they liked most about CUB </li></ul></ul><ul><ul><li>If they enjoyed their time at CUB </li></ul></ul><ul><ul><li>How the program has helped the target market with their grades </li></ul></ul><ul><ul><li>If the target market would suggest CUB to their peers </li></ul></ul>
  6. 6. Planning <ul><li>Objectives </li></ul><ul><li>To increase CUB enrollment from 29 students to 50 students by the end of the Fall 2008 semester </li></ul><ul><li>To increase awareness of the TRIO Communication Upward Bound Program within area high schools and the community </li></ul><ul><li>To create a cohesive brand image for CUB </li></ul><ul><li>To critique and improve marketing materials </li></ul>
  7. 7. Planning Continued <ul><li>Strategy/Tactics </li></ul><ul><li>Critiqued the old flyers, brochures, logo, slogan, and other material that was being use (how to improve them) </li></ul><ul><li>Created new </li></ul><ul><li>youthful material (Slogan, logo, brochures, etc.) </li></ul><ul><li>Focus group to gain feedback </li></ul><ul><li>Test run of new campaign pieces at recruitment session </li></ul><ul><li>Completed our campaign within 2 months </li></ul><ul><li>Estimated cost of actual agency: $13,500 </li></ul>
  8. 8. Implementation <ul><li>Update and remodel CUB’s marketing material </li></ul><ul><li>Creating new pieces </li></ul><ul><li>Focus Groups </li></ul><ul><li>Recruitment session using material and a new way of reaching out to the students </li></ul><ul><li>At the session: </li></ul><ul><li>Set up table during 2 lunch periods in high traffic area </li></ul><ul><li>At North High we recruited 110 students within in 2 hours for CUB </li></ul><ul><li>This has outnumbered any previous attempts at other high schools. </li></ul>
  9. 9. Evaluation <ul><li>Very difficult </li></ul><ul><li>We did not go to the high school until mid-November, and as far as we know, the contact list for the students that signed up has not been followed up on </li></ul><ul><li>We do know that the approach we took towards the students worked </li></ul><ul><ul><ul><li>Successes </li></ul></ul></ul><ul><ul><ul><li>Obtaining information of 110 students at North High </li></ul></ul></ul><ul><ul><ul><li>Getting valuable information and feedback from current enrollees at the focus group </li></ul></ul></ul><ul><ul><ul><li>Using the new information card to start the enrollment process of potential participants </li></ul></ul></ul><ul><ul><ul><li>New collateral outscored all old material on survey </li></ul></ul></ul><ul><ul><ul><li>CUB reached it’s goal of 50 students enrolled </li></ul></ul></ul>
  10. 10. Evaluation Continued <ul><li>Suggestions </li></ul><ul><ul><ul><li>Visit all high schools approved in the grant on a regular basis </li></ul></ul></ul><ul><ul><ul><li>Focus recruitment on a widespread audience, as we did at North High </li></ul></ul></ul><ul><ul><ul><li>Use younger representatives in order to identify with the target audience </li></ul></ul></ul><ul><ul><ul><li>Place advertisements or news stories in school newsletters and newspapers to raise awareness within the high schools and community </li></ul></ul></ul><ul><ul><ul><li>Utilize student resources, such as designing posters </li></ul></ul></ul><ul><ul><ul><li>Have more relevant speakers during Saturday workshops </li></ul></ul></ul><ul><ul><ul><li>Add more communication based activities, such as Photoshop and InDesign, rather than focusing on science and math </li></ul></ul></ul><ul><ul><ul><li>Let students have full access to WSU during summer camp (Heskett Center) </li></ul></ul></ul><ul><ul><ul><li>During recruitment focus on youthful target audience rather than parents </li></ul></ul></ul><ul><ul><ul><li>Be more open-minded </li></ul></ul></ul><ul><ul><ul><li>Allow juniors and seniors to enroll in the program if they are eligible </li></ul></ul></ul><ul><ul><ul><li>Use our updated marketing materials </li></ul></ul></ul>
  11. 11. Creative Material Surveyed by focus groups and used as test market collateral at North High School
  12. 12. CUB Email Fact Sheet <ul><li>Articles can be updated </li></ul><ul><li>Youthful layout </li></ul><ul><li>Colorful </li></ul>
  13. 13. CUB Fact Sheet <ul><li>More appealing layout </li></ul><ul><li>Added new logo </li></ul><ul><li>Eye catching </li></ul>
  14. 14. CUB Information Card <ul><li>Useful tool to get contact information for follow up recruitment </li></ul>
  15. 15. CUB Mentor Brochure <ul><li>More attractive </li></ul><ul><li>Overall look is cohesive </li></ul><ul><li>Better graphics </li></ul>
  16. 16. CUB Poster <ul><li>Placed around school to inform students about program </li></ul><ul><li>Colorful and creative to catch student’s eye </li></ul>
  17. 17. CUB Logo/Slogan <ul><li>More appealing to high school students </li></ul><ul><li>Uses graphic that represents communication </li></ul><ul><li>“ Create Your Own Success Story” </li></ul><ul><li>Innovative </li></ul><ul><li>Encourages the kids to take hold of their future </li></ul>
  18. 18. CUB Banner <ul><li>Placed on the recruiting table </li></ul><ul><li>Large font and displays that it is Wichita State supported </li></ul>
  19. 19. Pictures from North High School: Lunch Recruitment Session
  20. 20. More Pictures from North High