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How to Promote and Market Your Student Newspaper or Creating a Public Relations and Marketing Strategy

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College student media miss an opportunity to grab more readers and more attention when they don\'t have IMC plans. This presentation helps build a basic plan to increase circulation and readership.

College student media miss an opportunity to grab more readers and more attention when they don\'t have IMC plans. This presentation helps build a basic plan to increase circulation and readership.


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  • 1. How to Promote and Market Your Student Newspaper or Creating a Public Relations and Marketing Strategy Presented by Dr. Kay L. Colley Assistant Professor and Student Media Director Texas Wesleyan University
  • 2. What do you currently do to market your student publications?
    • Advertise within your publications
    • Cross-promote with other student publications
    • Host events or contests
    • Foster word-of-mouth marketing
    • Subscribe to social media
    • Collaborate with other campus organizations
    • Attend recruiting events
    • Attend job fairs on campus
  • 3. How do you determine which of these or other choices will work for you? The Big Question:
  • 4. How to create “The plan”
    • Use the public relations campaign strategy of ROPE
    • Create an integrated marketing communication campaign
    • Combine the tools from public relations and marketing
    • Ultimate goal: To increase awareness or visibility of your student media in the campus community
  • 5. What is ROPE? R esearch O bjectives P rogramming Evaluation
  • 6.
    • SWOT Analysis
    • Research tools
      • Primary
      • Secondary
      • Qualitative
      • Quantitative
    • How do I choose?
    Research
  • 7.
    • Research—what we have
      • Rambler focus group findings from Spring 2009 (qualitative, primary)
      • nGenera focus group findings from Fall 2009 (qualitative, secondary)
      • Institutional research report on student demographics (qualitative/quantitative, secondary)
  • 8.
    • Research—what we want
      • Rambler e-mail survey of students (quantitative, primary)
      • Content analysis of Fall 2009 newspapers (qualitative, primary)
      • Content analysis of website (qualitative, primary)
      • Focus groups—student, faculty, staff—website (qualitative, primary)
  • 9. Why do research?
    • Gives us a benchmark
    • Tells us what people think, in their own words
    • Tells us why people think what they think
    • Gives us ideas of how we can improve
  • 10. Analyzing the Research
    • Where do you start?
    • Remember, every research project is undertaken to get specific information. If you haven’t made that clear from the beginning, you’ll have a hard time making sense of the research.
  • 11. Objectives
    • Specific and quantifiable for measurement/evaluation
    • Support your overall goal
    • Can be impact and output objectives
    • Should be no more than 8 objectives
  • 12.
    • Objectives--Impact
      • To improve newspaper perception as a credible source by 20% by May 2010
      • To increase page views on therambler.org by 5% per month
      • To increase readership by 20% in 2009-2010
      • To increase number of fans to 1000 by Jan. 31, 2010
  • 13.
    • Objectives--Output
      • To provide source feedback survey to each source after the story appears
      • To sign-up 10 people per week for e-mailed updates
      • To deliver papers to individual classes each issue as requested
      • To invite 10 new people to become fans per week
  • 14. Programming
    • Start with a laundry list of everything you could do
    • Narrow and focus based on your objectives and budget
    • Make sure your programming supports your objectives
  • 15.
    • Programming--Done
      • Joined student media associations
      • Redesigned paper (summer)
      • Revised job descriptions, pay and hiring processes
      • Began training prior to classes and continued throughout semester, bringing in outside experts to supplement knowledge
  • 16. Programming--Done
            • Returned to beat system of coverage and announced beat reporter via email to departments
            • Redesigned rate card and invoices and had professionally printed
            • Launched new website
            • Launched social media sites
            • Launched video log, using students throughout campus as hosts
  • 17.
    • Programming--Done
      • Met with President’s Office to have newspapers sent to Board of Trustees
      • Met with offices across campus to collaborate on coverage
      • Met with faculty members in developmental English to provide newspapers directly to class
      • Advertised website every issue
  • 18.
    • Programming—In Process
      • Signage—for new location and racks
      • Racks—purchase of new racks that are branded
      • Source survey—sent to every person who is a source to help understand veracity and credibility
      • Contests—focused on Facebook to increase student involvement
      • Cross promotions—Music department, theatre department, athletics
  • 19. Evaluation
    • The other side of the research coin
    • Focused on results of objectives
    • Should be undertaken throughout the campaign
    • Can take many forms, depending on your programming and objectives
  • 20.
    • Evaluation
      • Objective
      • To improve newspaper perception as a credible source by 20% by May 2010
      • Evaluation
      • Campus-wide, benchmark survey administered at end of Fall; mid-Spring; May 2010
      • Conduct focus group in early Spring to determine actions
  • 21.
    • Evaluation
    • Objective
      • To increase page views on therambler.org by 5% per month
      • Evaluation
      • Review page view counts on a weekly basis
  • 22. Evaluation
    • Source survey—how would you evaluate this?
    • What about those focus groups and surveys that you did in the research phase?
    • What about the content analysis of the newspaper? How would you evaluate that, or would you?
  • 23. What can you take home with you?
    • Marketing and public relations campaigns allow you to gain more credibility on campus, more funding from advertisers, and more good students as recruits
    • Taking the time to plan and put on paper a marketing and public relations strategy will give you the strategic direction you need to succeed
  • 24. Feel free to contact me at: Dr. Kay L. Colley [email_address] 817-531-6525 Twitter: @kaycolley Blog: http://kaycolley.blogspot.com Website: www.kaycolley.com Student Media Director for

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