1. Programming 101 :
S.M.A.R.T. Goals are: Create a SMART goal for your programs this semester:
S = _________________
M =_________________
A =_________________
R =_________________
T = _________________
List:
An event you look forward to: ____________________________________________
The best program you’ve ever been to: _____________________________________
A billboard or bulletin board you remember: _________________________________
What do all of these programs have in common?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Maslow’s Hierarchy of Human Needs: What are the needs specific to residents in your area?

2. Programming Like the Pro’s:
a case study
When an advertising/ public relations agency for Miramax Films is planning to promote and execute
any advanced film screening, they start months in advance. The studio sends a screening directive,
then it is the responsibility of the advertising agency to book a venue and promote the film. The
agency does this by creating partnerships and events. (For example, if a movie is about cars, they
might send advanced-screening passes and promotional items to auto-parts stores. If the movie is
about college students, they might send the majority of screening passes and promotional items to
colleges and universities.) The agency also places additional advertisements in a variety of media,
and sends proof that ads were placed to the studios as the advertisements are printed. At some
events, they even bring in an actor or special guests. ( E.g. if the movie is about martial arts, they
might bring in a martial arts team) The agency tells major partners distributing tickets that in return
for their help, the outlet’s logo may be placed on the ticket and they may speak before the film about
their product or service. This creates a win-win situation. The movie is promoted where it needs to be,
and vendors also take advantage of the free advertising and promotions opportunities at the event.
The night of the film screening, an agency representative is sent to the screening. The representative
facilitates all aspects of the screening. During the screening, the representative evaluates the make-
up of the audience and documents reactions to the film. Immediately after the screening, the
representative waits by the exit and asks audience members leaving for specific reactions to the film
e.g. What was your favorite scene? What didn’t you like about the film? That evening, the
representative must type a report of all aspects of the screening and send it to the account
executive representing the studio.
What does this have to do with Resident Assistants?
As a RA, when you create programs,you are your own advertising / public relations
agency and event representative all in one… How can you use the information above
to benefityour own programs? What are the similarities?
1. When should you start planning an event?
2. How can you create partnerships with your events?
3. How can you effectively target your residents?
4. Who can you bring in?
5. How can you benefit those who help you?
6. How can you evaluate your program?
7. How can you get the most out of your program?
What else can you take away from this scenario?

3. Promotional Screening Report
Market: Miami, FL Rep. / Agency:
Screening Date:
Type Of Screening: Promo
Name Of Theater: AMC Sunset Place
Seating Capacity: 172 Attendance: 85%
Group(s) Attended: Winners from WBGG-FM (Classic Rock), WHYI-FM (CHR/ Top40),
Miami’s Community Newspaper, WSVN-TV (FOX) “Deco Drive,”
EDGEMiami.com, MiamiARTZine.com, students various college
outlets, and customers from retail outlets and WOM groups such
Brazilian Voices, Bemars Coffee, and Gold’s Gym.
Overbooking: 8:1
Agency Representative Demographic Observations:
Male/Female: 50%/50% Number of Walkouts: 8
2-11: 0% 12-17: 0% 18-24: 25% 25-34: 10%
35-44: 35% 45-54: 20% 55-64: 5% 65+: 5%
Asian: 5% Afr-Am: 5% Latino: 60% Caucasian: 25% Other: 5%
Audience Reaction:
The audience reaction was good. Some people thought it was a bit slow. Many people thought
the wife would go blind at the end and were surprised that everyone got their sight back without
explanation.
Favorite scenes:
 The audience chuckled when the wife says to her husband, “Is that related to agnosticism?”
 The audience laughed when the wife gets into the ambulance and says, “well then you have
to take me, I’ve just gone blind.”
 The audience laughed when the husbands says to the thief, “what are you going to do with a
car? You can’t drive anyway.”
 The audience chuckled when the thief says, “I respond to flattery and people sucking up to
me.”
 The audience laughed when the husband mistakes the wife for the woman with the dark
glasses.
 The audience laughed when the king sings, “I just called to say I love you.”
 The audience oh’d when the husband and the women with the dark glasses have sex.
 The audience applauded when the wife stabs the king.
 The audience oh’d when the wife looks at the sky and then the camera pans to the city.
Exit Comments:
“Very riveting.” F/26
“Yeah, don’t think I liked it at all.” M/40
“Very deep.” F/35
“It’s completely different from the way the movie looks like in the trailer.” M/25
The Evaluation
As mentioned, when a studio reviews a screening report, they want specifics. Studio’s often
alter films before the releasing them to the general public as a result of multiple evaluation
screenings. As a resident assistant, you conduct multiple events and programs. How can you
conduct evaluations to benefit your future programs?
Figure 1.0 This is a portion of a Miramax screening report
If you were a screening representative and returned a screening report saying:
Audience Reaction:
“It was good! Everyone loves a free movie after a long hard week!”
Favorite Scenes:
“the beginning of the movie.”
“The dinner scene...”
What do you think the studio’s reaction would be?

4. The Evaluation Continued…
Housing and Residential life requires that all programs be submitted into a
programming database. When these programs are evaluated, the department is like
the Studio, and the ARLC is like the account executive. We need specifics,so that we
can thoroughly evaluate your program. We need to know that residents are benefitting
from the programs that our department offers them as a benefitof living on campus.
Any evaluation that is worthwhile needs to have F.I.R.E.S.
F = _______________ = The truth
I = ________________ = an individual occurrence or event
R =________________ = a basis or cause
E =________________ = an instance serving for illustration
S = ________________ = the numerical facts or data themselves
Name: ________________________________________________
Start setting your program dates now!
Program Dates:
Community Development:_______ Civic Engagement:_______ Safety:_______
Personal Development:_______Diversity: _______ Campus Involvement:_______
Academic Development: _______Other: ________ Other: ________Other: _______
List:
An on-campus resource you’d like to use: _________________________________
An off-campus resourceyou’d like to use: _________________________________
A professoryou’d like to bring in: ________________________________________
A panel discussionyou’d like to facilitate on: _______________________________
A professional you’d like to bring in: ______________________________________