2. On behalf of the Rubix Solutions team, I would
like to sincerely thank you for giving us the
opportunity to develop a multidimensional
and strategic campaign for Spinnaker Media.
During the past three months, our team
grew an eminent passion to provide your
organization with solutions to increase your
audience, volunteer recruitment and social media
engagement.
Our team is made of professionals from the advertising and public
relations industries. Each one of our members bring something
distinctive to the table, allowing us to develop unique campaigns for
exceptional organizations.
At Rubix Solutions, we believe each organization possesses rich
characteristics that set it apart from its competitors. That is why we
believe in embracing those special gems by building solutions that
capitalize on the novelty of each client.
We are confident the strategies we created for Spinnaker Media
are ideal for addressing the issues proposed, with respect to the
organization’s target audience and our research results.
Sincerely,
Rose Safar
Campaign Director
Letter from the Director
3. 3
RUBIX SOLUTIONS
Our mission is to provide clients with
multidimensional solutions through strategic
planning and exceptional creativity.
We identify problems as puzzles, and every
puzzle can be solved.
Rubix Solutions Team
WHOWEARE
4. Leadership
Kayla Larzani
Account Executive
Helen Mas
Account Executive
Peyton Galbraith
Account Manager
Rose Safar
Campaign Director
Communication
Kaley Spence
Anthony Peppe
Director
Delaney Gray
Creative
Christopher Mayuga
Director
Nick Quintana
Michael Robinson
7. 7
Online Survey Results
Focus Group Results
Creative Elements
Objective I
Objective II
Objective III
Campaign Timeline
Campaign Budget
26
33
36
40
52
62
68
70
TABLEOFCONTENTS
8. Spinnaker Media, the independent, student-run organization serves as
the voice of students at the University of North Florida and provides
its target audience with the latest news and entertainment via digital,
print, TV and radio platforms.
Throughout the years, the organization has earned several prestigious
awards and nominations for its outstanding reporting and production.
Aside from informing and entertaining students, Spinnaker Media also
provides career-building opportunities for UNF students through paid
and volunteer-based positions.
Although the organization offers its audience a variety of media and
countless resources, it struggles inform them of these services and
opportunities. Rubix Solutions conducted a survey and focus group
in order to analyze Spinnaker Media’s current situation and audience.
Our research confirmed the majority of UNF students are aware of
the Spinnaker brand, but don’t know what the organization does or
provides outside of the produciton of news content.
Executive Summary
9. 9
Furthermore, our survey analysis concluded that 54 percent of UNF students
have no desire to volunteer for Spinnaker Media, 32 percent would rather read
factual news in a magazine format, and many want information about current
events affecting the university campus as well as the surrounding metropolitan
area.
To address and overcome all the adversities that currently or will potentially
hinder Spinnaker Media’s success, Rubix Solutions proposes the following
strategic and personalized campaign. Our overall goal is to increase the
popularity of Spinnaker Media as a top print and digital news-media source
for UNF students. We aim to achieve this goal by embracing the rich history of
the organization while increasing its audience reach, volunteer staff and social
media presence. By employing the 15 suggested campaign tactics, Rubix
Solutions anticipates Spinnaker Media will gain 2,000 readers and listeners, 30
volunteer staff members and 500 followers on social media.
It is critical for Spinnaker Media to fully act on and implement Rubix Solutions’
proposed strategic campaign in order to maximize results. We are thrilled to
share our tactical plans with you, and we are confident they will complement
the news organization and its needs.
EXECUTIVESUMMARY
10. Located on the University of North Florida campus, Spinnaker Media
is a not-for-profit, student-run news organization that independently
serves the UNF community. Throughout the years, Spinnaker has earned
numerous awards from the Associated Collegiate Press including the
Pacemaker, First Class and Best of Show.
Formerly the Halyard Newspaper, the organizaiton officially changed its
title to Spinnaker Media in 1977 following a conflict with the UNF Student
Government Association. This name and brand change also reflected
the strong, colorful and swift design of a spinnaker sail, a sail specifically
designed to catch wind and open outward in front of the vessel, guiding
it through the water.
Since its rebranding, Spinnaker Media has remained UNF’s central source
of on-campus news. In 1993, the organization officially incorporated
the Osprey TV channel and radio station, both of which became part
of the Spinnaker brand in 2013, taking on the names Spinnaker TV and
Spinnaker Radio to combine budget and promotions endeavors.
The FM radio station, business agency, print newspaper and TV station
provide volunteer students and staff members with an educational
learning environment where they can gain valuable experience. Although
independent from UNF, each department serves the purpose of providing
UNF students with on-campus news and entertainment that they cannot
find elsewhere.
Client Background
13. 13
Threats
Opportunities
-Growing student population
-Overall increase in media use of digital multimedia platforms
-Create buzz-worthy specialty shows for more exposure
-Freshmen can be recruited as volunteers
-Fundraising
-An increase in social media use
-Expand paper distribution to local college hot spots
-Lower ad costs
-Create promotions/events/sales teams
-Magazine format
-Students generally get their daily news elsewhere
-Poor presence on campus could potentially cause the Spinnaker
Media to fade out
-Frequent turnover with student graduation
-Lack of funding
-Conflicting staff priorities
-Technology has made print and broadcasting less relevant
S.W.O.T.
14. As a not-for-profit news and entertainment organization, Spinnaker
Media has a limited source of funding, lack of awareness in the
community it serves and struggles to retain its volunteer staff. The news
organization seeks to gain awareness through engagement via various
social media platforms in an effort to reach a wider audience of UNF
students.
By implementing a year-long strategic plan, Spinnaker Media will be
able to become the voice of the student population at UNF. Through
the use of creative branding, Spinnaker Media will overcome the lack of
awareness, gain a qualified volunteer staff and form a solid social media
presence.
Situational Analysis
16. Audience Analysis
The campaign’s target audience is Millennial college students between
the ages of 18 to 34 who are or will soon enroll at the University of North
Florida. For the purposes of this analysis, Rubix Solutions will refer to the
target audience as Digital Natives.
The name Digital Natives is based off the mosaic Digital Dependents
from DemographicsNow. Digital Natives are multitaskers and users
of most social media platforms such as Facebook, Snapchat and
Twitter. This group tends to shy away from traditional media platforms
like newspapers. “Millennials are the social generation,” according
to Nielsen. “They’re the founders of the social media movement—
constantly connected to their social circles via online and mobile.”
Digital Natives have the world at their fingertips thanks to digital
technology. According to DemographicsNow, this group is globally
aware with a tolerant attitude. Digital Natives are more likely to be
liberals. A 2016 Pew Research Center report shows Millennial opinion
of news media has become drastically negative in the past five years.
“Politically progressive” is the term associated with their approach to
political issues, and there’s been a decline in interest when viewing
religious behaviors and practices.
17. 17
SECONDARYRESEARCH
According to UNF, 40.4 percent of UNF students were Duval County residents
and 53.2 percent were from other Florida counties during the 2015-2016
academic year. Since 2009, these figures have steadily decreased by one
percent for student residents of Duval and increased on average by one
percent for student residents of other Florida counties. In addition, UNF is
made up of six colleges with the three largest, in terms of population size,
being the College of Arts and Sciences, the Coggin College of Business and
the Brooks College of Health.
Furthermore, according to profile information found on UNF’s Fast Facts
webpages, gender composition at the university has been predominantly
female for the past three years; in the 2015-2016 academic year, females
accounted for 56 percent of the student population. Caucasians during that
same year made up 68.2 percent of the university’s population. The rest of
the student body is comprised as follows: 9.6 percent African American, 9.6
percent Hispanic, 4.4 percent Asian, and 0.1 percent American Indian and
Alaskan Native.
Social interaction, technology and creativity are key characteristics to keep
in mind when establishing tactics and strategies to appeal to Digital Natives.
They’re attracted to new innovative ideas and open to change. These
individuals value having multiple relationships and bonds within a large
network of individuals, according to the Pew Research Center.
18. Digital Natives are always searching for the “new”: new experiences,
new content and new platforms. It is a fluid word that applies to several
aspects of Rubix Solutions’ campaign and one that would attract the
attention of a Digital Native.
Once we gain their attention, our vision is to maintain it through the
use of descriptive vocabulary. “Diversity” is used to describe the
Millennial generation; it appeals to their “liberal” and “open-to-change
personality types”. They value and seek out diverse relationships
within social settings as well as diverse media content. “Connectivity”
is also representative of the relationships Digital Natives want to form.
Through their cohabitation lifestyles and varying social media networks,
connectivity is an inviting term to Digital Natives seeking relationships
offline and online.
Although Millennials are the primary target audience, it is worth
understanding the upcoming college-aged members of Generation Z,
the generation closely following Digital Natives. Members of the latest
generation are tech-savvy self educators and visual communicators.
They account for 25 percent of the American population according to
Visual Capitalist, an exclusive infographics website. Generation Z values
individuality and thinks on a more global scale, according to Huffington
Post.
Audience Analysis
19. 19
SECONDARYRESEARCH
A 2016 Nielsen report shows Generation Z drives the TV-to-Internet trend, i.e.
YouTube and Netflix. They interact with organizations through social media
more than the rest of the American population. Due to their habits, members
of Generation Z are less focused than Digital Natives, but seemingly better
at multitasking. Because members of the latest generation were born in the
digital age, the internet is second nature to them. Digital technology, the
internet and social media platforms are essential in targeting Generation Z.
20. Media Audit
Positive:
There is a considerable amount of positive press about Spinnaker Media
detailing the impact of its print content as well as describing how the
organization is different from other news media and how it brings a fresh
direction to what people consider news.
The April 2016 Spinnaker article, “The Empty Chair,” was unique and
touching, impacting the UNF community and causing many to comment
on the article when normally most Spinnaker articles do not get any
engagement from its audience.
Spinnaker Media has also received praise for its website and its
programmer, Aleksey Charapko, as well its unique process of picking out
the top article of the day. The method of bringing the ‘hottest’ articles to
the top of its daily content is driven by engagement through user clicks,
likes and comments on the article.
21. 21
SECONDARYRESEARCH
Negative:
Spinnaker Media has a positive reputation both in the UNF and Jacksonville
community, however, the organization is not immune to adversity.
The latest of controversies took place in March 2011 when that month’s issue
of Spinnaker’s former magazine had a cover depicting oral sex-- a cover
considered racy and of poor taste by many. The organization received scrutiny,
leading to complications for the news source.
Furthermore, three articles from College Media Matters, a news site and
innovation hub aiming to tell the story of college media, discussed the “sex
cover photo” Spinnaker Media published. The image cost the Spinnaker
newspaper a temporary UNF Student Government funding freeze, approved
by a portion of the UNF Student Senate.
22. Industry Trends
Digital media content is the primary source of information and
entertainment for Digital Natives. They prefer a website over the
traditional print product and have a media preference for a one-stop
destination for every piece of content produced on Spinnaker Media’s
website or mobile app. Furthermore, social media has become the
mediums that experience the highest amount of traffic among Digital
Natives. Proactively maintaining social profiles that engage and inform
the target audience is how the media industry currently communicates
on Facebook, Twitter, Instagram, Snapchat and YouTube.
Print publications do not have the same appeal that it did with older
generations, according to the Pew Research Center. While research
stated that a hard copy of media content has an appeal to people of any
age, magazines are the most popular product to Digital Natives.
Broadcasting media content through the television and radio mediums
is considered an effective medium that offers a direct and visual
connection to the target audience. It is used to provide a channel of
entertainment or news media to the target audience.
24. In September 2016 under the guidance of Dr. Nataliya Roman,
assistant professor of multimedia journalism and production at the
University of North Florida, students conducted six separate focus
groups of 38 total UNF students for their mass communication
research course. Three of the focus groups revolved around
Spinnaker Media’s app while the other three focused on its website.
Based on the qualitative data collected from both groups, it seems
the overall perception of Spinnaker Media is that it’s disconnected
from the university’s community, especially Digital Natives, its
primary audience for this campaign.
UNF students stated that Spinnaker Media has become a “filler”
newspaper, meaning the news organization produces no relevant
content. They do not think of Spinnaker Media as a destination
for UNF-related news. The articles were collectively likened to
Buzzfeed, rather than factual information. When questioned on
Spinnaker’s topics, the students prefer articles about student
government and campus involvement. Participants did indicate that
the controversy of the Police Beat catches their attention. The focus
group participants consume media on their mobile devices via
applications, such as Facebook, Snapchat or YouTube, on a daily
basis. Furthermore, a notification plays a significant role into which
application they choose to consume their media.
Spinnaker App Research
26. Online Survey Results
Male
Female
79.4 %
19.8 %
From Sept. 29, 2016 to Oct. 28, 2016, Rubix Solutions surveyed 126
participants to establish a basic understanding of the UNF community’s
awareness of Spinnaker Media. Of the participants, 99 identified as
students at the University of North Florida and 27 identified as non-
students. Furthermore, 100 of the respondents identified as female and
25 identified as male.
Year in School:
Freshman: 10
Sophomore: 12
Junior: 31
Senior/Graduate student: 46
Alumni: 27
27. 27
3.2
3.29
14.11
7.9
16.7
12.7
42.1
Brooks College of Health: 7.9%
Other 14.11%
College of Computing, Engineering
and Construction: 3.29%
College of Education and Human
Services: 12.7%
Hicks Honors College: 3.2%
College of Arts & Sciences: 42.1%
Coggin College of Business: 16.7 %
Gender:
Of the 126 people that participated, 79.4 percent were female and 19.8
percent were male.
Colleges within UNF that participants are or were a part of:
Brooks College of Health: 7.9 percent
Coggin College of Business: 16.7 percent
College of Arts & Sciences: 42.1 percent
College of Computing, Engineering and Construction: 3.29 percent
College of Education and Human Services: 12.7 percent
Hicks Honors College: 3.2 percent
PRIMARYRESEARCH
29. 29
Youtube
Twitter
Snapchat
Instagram
Facebook
Top Social media platforms used by participants:
Facebook: 28.4 percent
Twitter: 8.9 percent
Instagram: 27.3 percent
Snapchat: 25.7 percent
Blogs: less than 1 percent
Youtube: 8.6 percent
28.4%
8.9%
27.3%
25.7%
8.6%
30. Involvement on campus:
Very involved: 26.2 percent
Somewhat involved: 32.5 percent
Not very involved: 15.1 percent
Not at all involved: 20.6 percent
Preferred reading method:
Printed (newspapers, magazines, etc.): 38.9 percent
Online (e-books, online articles, etc.): 56.3 percent
Preferred paper reading:
Magazines: 74.6 percent
Newspapers: 19 percent
Magazines Newspapers
80
70
60
50
40
30
20
10
31. 31
I don’t know
No
Yes
0 10 20 30 40 50 60
Preferred types of news media:
Factual articles: 74.6 percent
Opinion columns: 18.3 percent
Interest in on campus and other UNF related news:
Very interested: 22.2 percent
Somewhat interested: 57.9 percent
Not very interested: 9.5 percent
Not at all interested: 7.1 percent
PRIMARYRESEARCH
32. Students interested in joining the spinnaker:
Yes: 17.5 percent
No: 54 percent
I don’t know: 23.8 percent
Political affiliations:
Very liberal: 11.1 percent
Somewhat liberal: 18.3 percent
Middle of the road: 31 percent
Somewhat conservative: 18.3 percent
Very conservative: 7.9 percent
I don’t know: 9.5 percent
Race and ethnic background:
White (Non-Hispanic): 80.3 percent
Black or African American: 2.4 percent
Hispanic: 10.2 percent
Asian: 3.1 percent
33. 33
On Oct. 22, 2016, Rubix Solutions conducted a 45-minute long focus
group of 22 representative students from the University of North Florida
to analyze current student body awareness and perception of Spinnaker
Media. Several trends identified after reviewing our survey results were
applied to the focus group to understand how the primary audience,
Digital Natives, interact with and perceive Spinnaker Media.
After several introductory questions regarding their general news-
consumption habits, focus group participants were asked to record
their answers on a sheet of paper for the following question: “In one
sentence, write down what you think UNF Spinnaker is.” All responses
were collected and reviewed and only two students recorded they were
unaware of the news-media outlet; seven of the participants stated they
were aware of all three Spinnaker Media platforms: print, TV and radio.
Our team continued by questioning participants on how they initially
learned of Spinnaker Media. Responses varied from signs around school,
newspapers at campus shuttle stops and via Facebook. Furthermore,
the participants came to a unanimous decision that the magazine look of
Spinnaker’s print content is more appealing than it’s current newspaper
platform. Participants agreed the newspaper paper product does not
attract their attention or look as professional as the previous “glossy”
magazine format.
Focus Group Results
PRIMARYRESEARCH
34. When asked why students do not consume Spinnaker Media, there was
another overall consensus the outlet “doesn’t have any credibility” when
reporting on topics outside of UNF. Participants stated they look to
major media outlets when seeking national and international news and
are more likely to consume Spinnaker Media when the content is campus
based. Eight of the 22 respondents raised their hand when asked how
many do not trust the media outlet, and a participant clarified they don’t
trust Spinnaker as a second-hand news source.
Another participant expressed that it’s difficult to trust the media
outlet as a source of non-UNF related news because of the amount of
secondhand information that’s used to create that external content. “It’s
not so much like you [can’t] trust them, it’s more like I don’t think they’re
as reliable [as compared to larger, more popular news-media outlets],”
explained the participant. “I think when you’re going through more
and more people to get a source of information, it gets more and more
biased.”
Focus Group Results
35. 35
Participants also strongly expressed the appeal of Spinnaker Media reporting
more on happenings around the university campus and within the greater
Jacksonville area. They would like to use the outlet as a primary source
of information on local entertainment and collectively agreed Spinnaker
Media should provide a schedule of events for happenings such as concerts
and giveaways. Another suggestion was an expanded UNF Market Day
appearance and holding contests to increase social media awareness.
PRIMARYRESEARCH
36. CREATIVE ELEMENTS
After developing several creative elements representative of Spinnaker
Media and its history, Rubix Solutions chose to focus on the following
branding strategies for Spinnaker Media to implement throughout the
campaign:
Tagline: Catch the Current with Spinnaker Media
Rubix Solutions also chose the slogan “Catch the Current with
Spinnaker Media” to effectively communicate a strategic message to
Digital Natives. Based on our secondary research, Spinnaker Media’s
target audience enjoys living in the moment, which is why we chose to
centralize the suggested slogan around the term “current.” This phrase
complements the campaign’s hashtag #SpinnakerNow by reinforcing
Spinnaker’s goal to become the primary source of information for all
things current within the UNF and Jacksonville community.
37. 37
Hashtag: #SpinnakerNow
The hashtag #SpinnakerNow is an all-encompassing hashtag for
Spinnaker Media to use within its digital content and communication,
especially via its multiple social media platforms. The straightforward
hashtag is meant to reflect Spinnaker Media’s overall brand. Spinnaker’s
content is current, and it’s available now. This hashtag serves as a method
to link Spinnaker’s material across all social media platforms and using
#SpinnakerNow will create consistency and organization leading to an
increase in online presence and engagement with Digital Natives.
CREATIVEELEMENTS
38. To increase the popularity of
Spinnaker Media as a top print and
digital news-media source for
University of North Florida students.
Overall Campaign
G O A L
39. 39
CAMPAIGNATAGLANCE
OBJECTIVE I
OBJECTIVE II
OBJECTIVE III
To increase Spinnaker Media’s audience
engagment
by 100 percent over 12 months, From Jan. 1,
2017 to Dec. 9, 2017.
To increase recruitment of Spinnaker
Media volunteers by 25 percent in 12
months, from Jan. 1, 2017 to Dec. 9, 2017,
with an emphasis on volunteer staff
retention.
To increase Spinnaker Media’s social media
engagement by 20 percent in 12 months, from
Jan. 1, 2017 to Dec. 9, 2017.
40. Objective
To Increase Spinnaker Media’s Audience by 100 percent over 12
months, from Jan. 1, 2017 to Dec. 9, 2017.
Strategy
According to primary research conducted by Rubix Solutions, the
majority of University of North Florida students are unaware of
Spinnaker Media’s various platforms. Rubix Solutions aims to increase
engagement across all mediums through interaction with Spinnaker
Media’s primary audience and re-establishment of current means of
communication.
Tactics
-Website Modification
- Rack Cards
- Lot 18 Drive-In Movie Night
- Chartwells Partnership
- Ad Sales
Audience Awareness
Objective I
41. 41
Website Modification
Rubix Solutions’ online pre-campaign survey indicates that 56.3 percent
of Digital Natives consume media digitally. To optimize the appeal of
Spinnaker Media’s website, our agency made recommendations based
on the audience research.
-Move events page into its own parent tab on the Spinnaker website in
order to create a more concise section that features events happening on
and off campus.
-Create a consistent appearance throughout all facets of Spinnaker
Media’s website by unifying the different departments (News, Radio, TV
and Entertainment) to create stronger brand recognition.
-Decrease the length of preview text for each article to allow a cleaner
more visually appealing webpage look.
-Condense the number of news stories on home page by creating
“Featured,” “News,” “Sports,” and “Videos” sections that allow side-to-
side scrolling among articles.
Tactics
OBJECTIVEI
44. Rack Cards
To inform Digital Natives of Spinnaker Media’s various platforms,
Rubix Solutions designed a rack card that features all social media
handles, mobile app information and states the career or personal
benefits of volunteering. Rubix Solutions recommends distributing
the rack card during UNF’s student tours, orientation presentations,
Week of Welcome, UNF Market Days and any event hosted by
Spinnaker Media.
Tactics
46. Lot 18 Drive-In Movie
The majority of UNF students commute to campus. There is no
more celebratory way to embrace this uniqueness than by hosting a
drive-in event. The Lot 18 Drive-In Movie event will feature student-
nominated films aired through Spinnaker TV with sound distributed
to the each audience member’s car via Spinnaker Radio’s 95.5 FM
channel. With the the increasing popularity of food trucks, Rubix
Solutions recommends having one at the event that will cater
prepared meals to the first 50 attendees. To elaborate on this effort,
we recommend Spinnaker Media invest $400 for each drive-in
event. This strategic tactic will provide an opportunity to amplify
Spinnaker Media’s movie and radio resources while providing a
unique and entertaining environment.
Tactics
47. 47
A partnership with Chartwells
places Spinnaker Radio
entertainment at UNF’s
Osprey Café and the
Boathouse during peak hours
at each location. A DJ from
Spinnaker Media’s team will
spin tracks live through 95.5 FM from the booth setup on site. Student
music requests can be taken while free meals are raffled off each hour.
To appeal to various ages, Rubix solutions suggests hosting these
events both at the Osprey
Café and the Boathouse.
Playing off of what both
of these dining facilities
offer, we came up with the
following event names:
Tunes and Spoons would be
used for the Cafe nights and
Cheers and Beers for the
Chartwells
Partnership
OBJECTIVEI
48. 3/4 H.
3/4 V
JUNIOR Pg.
BANNER
1/2 H
1/32
1/2 V
FULL Pg.
Ad Sales
According to primary research conducted by Rubix Solutions, Digital
Natives no longer read Spinnaker Media’s print product since it no
longer has the magazine’s appeal. Reverting the print product to its
former magazine format will boost readership. Our firm developed new
advertising prices accompanied with a proactive community relations
efforts that will increase current revenue to cover the cost of print while
maintaining a profit margin.
Tactics
49. Price For Print Advertisements
Semester long Ads 10 Ads 5 Ads Open
1/32 Page $40 $45 $50
1/16 Page $47 $53 $58
1/8 Page $52 $58 $64
3/16 Page $60 $68 $75
1/4 Page $68 $77 $85
3/8 Page $80 $90 $100
1/2 Page $104 $117 $130
9/16 Page $128 $144 $160
3/4 Page $160 $180 $200
Full Page $184 $207 $230
Center Spread $240 $270 $300
Social Media
3 Ads Weekly Throughout
the Semester
Flat rate
$350
49
3/4 H.
3/4 V
JUNIOR Pg.
BANNER
1/2 H
1/32
1/2 V
1/4 H.
3/8 H
1/4 V
3/3 V
1/8
V
1/16.
3/16
V
1/8 H.
FULL Pg.
OBJECTIVEI
50. Tactics
Sail in Pond
A win-win Guerilla marketing tactic would be for Spinnaker Media
to partner with art and design students taking a sculpture course
at UNF. Rubix Solutions came up with the idea of having a sailboat
representative of Spinnaker Media’s logo floating in the lake across the
Thomas G. Carpenter Library. Similar to Colonel Crackers, a sculpture of
a giant goldfish cracker originally created by UNF students for the One
Spark festival in 2014, the sailboat would grab students’ attention and
curiosity as they
walk by. Teaming
up with art and
design students
would allow
Spinnaker Media
the unique
opportunity
to creatively
promote itself
while giving
students a
medium for
51. 51
Quantify the number of attendees at each event over the course of
the campaign to gauge the increase of Spinnaker Media’s audience.
Each event emphasizes the use of incentivizing social media follows.
Rubix Solutions recommends reviewing social media followers,
impressions and analytics before and after every event to define
results.
After Rubix Solutions’ campaign, it is suggested Spinnaker Media
conduct a post-campaign survey to clarify differences in Digital
Natives’ opinions and to determine the success of the tactics.
Rubix Solutions also recommends conducting a focus group after the
campaign to determine the differences in opinion.
Objective i Evaluation
OBJECTIVEI
52. Volunteers
Objective
To increase recruitment of Spinnaker Media volunteers by 25 percent
in 12 months, from Jan. 1, 2017 to Dec. 9, 2017, with an emphasis on
volunteer staff retention.
Strategy
As a not-for-profit media organization with limited financial resources, a
strong and dedicated volunteer base is essential to Spinnaker Media’s
progress and success. With a committed volunteer staff, Spinnaker
Media will have the opportunity to improve the quality and quantity of
the content produced.
Tactics
-Swoopstakes
-Volunteer Kit
-Public Service Announcements for Volunteers
-Team Building Events
Objective II
53. 53
Classroom Swoopstakes
Rubix Solutions proposes that Spinnaker Media utilize the requirement of class
time to reach out to Digital Natives through the creation of a sweepstakes.
We suggest using the name “Swoopstakes” rather than “sweepstakes” to
better relate to students at UNF who “swoop” during sports games and
events to take pride in the motion of their mascot, Ozzie Osprey. This raffle
is an interactive endeavor that delegates Spinnaker Media representatives
to various classrooms across the University of North Florida’s campus to offer
them the opportunity to win donations from local organizations. Through the
incentive of engagement and the possibility of winning, Spinnaker Media will
experience a spike in total awareness, mobile app downloads and volunteers.
Tactics
OBJECTIVEII
54. To facilitate consistency and structure among Spinnaker Media’s
staff, Rubix Solutions proposes the creation and use of a volunteer
kit that consists of job descriptions in a summarized and concise
format. The proposed kit will cause Spinnaker Media to operate at a
higher efficiency when producing content through a staff that is more
productive during the training period of a volunteer.
Campus Outreach Coordinator
Plan, coordinate and execute marketing tactics at UNF’s campus
while interacting with the student body and its organizations.
Community Relations Representative
Plan, coordinate and execute Spinnaker Media advertising and
marketing initiatives.
Distributor
Distribute Spinnaker Media’s print product and branded material.
Promotions and Events Coordinators
Plan, coordinate and execute Spinnaker Media promotion efforts and
events.
Tactics
Business
Volunteer Kit
55. 55
Production
Audio Operator
Work with audio content during recording and mixing for Spinnaker Media’s
radio, TV and YouTube mediums.
Audio Visual Technician
Setup, operate and repair microphones, video recorders, projectors, lighting
and sound mixing equipment in Spinnaker Media’s studios.
Music Director
Listen and explore new music to be featured through DJ speciality show.
Radio DJ
Operate audio equipment for Spinnaker Radio and UNF events.
Radio Programming Assistant
Aid Music Director in organizing music and specialty shows.
TV Programming Assistant
Create and coordinate all scheduling with Spinnaker TV and YouTube.
OBJECTIVEII
56. Reporting
Features Reporter
Write features on students for the People of UNF column. Report on
hotspots, restaurants, businesses and organizations.
News Reporter
Report on the latest news on and off campus that relates to UNF
students.
Sports Reporter
Report on UNF and Northeast Florida athletics for Spinnaker Media’s
print, digital, TV and YouTube mediums.
Business Reporter
Report on the latest breaking news in metropolitan business.
Opinion Reporter
Write editorials on the latest current events happening on the UNF
campus, in Jacksonville, Florida and the U.S.
Entertainment Reporter
Report on the most current hot topics in the entertainment industry.
Tactics
57. 57
Photographer
Capture photos of the latest current news and events relating to the UNF
student body.
Videographer
Record shows for Spinnaker TV and YouTube Channel.
Creative Design
Graphic Designer
Design creative material for all Spinnaker Media platforms including TV, radio,
print, digital and social media.
Web Design Specialist
Maintain, update and improve Spinnaker Media’s website.
Mobile App Specialist
Maintain, update and improve Spinnaker Media’s mobile app.
OBJECTIVEII
58. Volunteer PSA
To increase volunteers and utilize Spinnaker Media’s various platforms,
Rubix Solutions recommends airing a public service announcement that
will inform students of the invaluable opportunity of gaining experience
in state-of-the-art studios, producing news-media content and the ability
to express creativity. Our agency created an example of a strategic
public service announcement to increase the appeal of volunteering for
Spinnaker Media.
Voice 1: “Are you a student with a passion for your field? Are you
looking for applicable skills for your resume? Have you always wanted
to hear yourself on the radio or see yourself on TV? Then join Spinnaker
Media!”
Voice 2: “Spinnaker Business, Digital, Print, Radio, and Television
are always looking for volunteers! Students of all majors and years
are welcome to volunteer or apply for positions. Whatever you are
passionate about, Spinnaker has something for you.”
Voice 1: “If you’re interested in expanding your knowledge of the field,
meeting new people and adding skills to your resume, stop by our office
on the second floor of the Student Union East, Room 2200 for more
information. To apply online, visit our website unfspinnaker.com.”
Tactics
59. 59
Team Building
Team-building activities facilitate a strong workforce, and Rubix Solutions
suggests incorporating three team-oriented events throughout the campaign
to foster a strong and efficient volunteer and staff community. Our firm
recommends Spinnaker Media to hold two of these events at UNF Campus
Recreation’s Osprey Challenge Course for a challenge that is physical, mental
and nurtures kinship between staff. While the other event is suggested to be
held at The Great Escape Room in Jacksonville Beach. This activity tests team
skills and will act as the medium for the formation of stronger volunteer and
staff relationships.
OBJECTIVEII
60. Objective II Evaluation
Rubix Solutions suggests an internal post-campaign survey of the staff to
gauge personnel transitions.
To evaluate the increase and retention of staff at Spinnaker Media, it is
recommended to record the total amount of volunteers before and after
the campaign.
At the conclusion of the campaign, conducting an internal focus
group to determine the environment that will drive future volunteers is
suggested.
62. Objective 3
Objective
To increase Spinnaker Media’s social media engagement by 20
percent in 12 months, from Jan. 1, 2017 to Dec. 9, 2017.
Strategy
According to a survey conducted by the Associated Press, 66
percent of Millennials consume online news regularly, often on a
social networking site. Of those respondents, 40 percent say they
do so several times a day. Rubix Solutions will promote Spinnaker
Media to its target audience through strategic use of social media.
By engaging with its audience, the organization can successfully
promote its brand and retain the loyalty of its various publics.
Tactics
- Pop-Up Buggie
- Social Media Marketing Plan
- Boost Facebook Posts Ads
- People of UNF
- Brand Ambassadors
- Community Relations
Social Media
63. 63
Tactics
Spinnaker Pop-Up Buggie
Primary research conducted by Rubix Solutions indicates a low percentage
of Digital Natives follow or engage with Spinnaker Media via social media,
and The Spinnaker Pop-Up Buggie will boost social media engagement by
offering students a ride on a golf cart playing Spinnaker Radio for following
one of its social accounts. This bi-weekly or monthly event facilitates
personal interaction with Digital Natives and encourages them to maintain a
Spinnaker Media readership.
OBJECTIVEIII
64. Social Media
Marketing Plan
To optimize Spinnaker
Media’s readership and
brand loyalty, Rubix
Solutions proposes a
12-month social media
agenda that adapts with
its fluctuating university
environment. This
research-based agenda
will communicate news
media, special occasions
and Spinnaker Media’s staff
culture to Digital Natives
through a calendar that
strategically posts to social
media for maximum reach.
Every semester the social
media calendar should be
updated to correspond
with Spinnaker Media’s
events and relevant campus
information.
Tactics
Morning Post 9-11 a.m.
Time when the audience is either
waking up or still reading
social media
2 Popular/Current Posts per day
The Birds of Play/The Spin/
On the Couch/Spinnaker News
/Center Court
Post once a day
Best time to post 8am - 9pm
Ideas for Posts:
Behind the scenes
Staff
UNF
Events
Professional
Linked to Spinnaker Media source
Current
Post 3 - 7 times a day (depending
on events)
Spinnaker Mediaʼs snap story
should never end
Inside view of being a part
of Spinnaker Media
Concerts
TV/YouTube
Current
3 - 5 Per Day
Breaking news/Current
Spinnaker Mediaʼs stories
Police Beat/Daily/Campus related
Promote Images of Instagram
Behind the scenes, newsworthy
Timed Shows
Shows should be timed and
advertised to be aired at
the same time
Reference Spinnaker Media story
Campus story daily
Any current story should be filmed
65. 65
Facebook Ad Boost
To maximize Facebook reach among Digital Natives, Rubix Solutions
recommends boosting ads, which places posts on any individual’s news
feed within a desired geographical radius, with content of its events and the
restructured People of UNF feature. Our firm recommends spending $100 on
boosted Facebook advertisements throughout the course of the campaign.
Tactics
People of UNF
According to primary research conducted by Rubix Solutions, the majority
of Digital Natives are interested in a feature that highlight students from
UNF. While Spinnaker Media currently has a People of UNF section, research
indicates that the target audience is unaware of its existence. Rubix Solutions
recommends that Spinnaker Media restructure the format of this feature to fit
social media and resemble Humans of New York. Publishing concise recounts
of stories that are relevant to the target audience will satisfy the appeal
of a section that covers individuals from UNF and increase social media
engagement.
OBJECTIVEIII
66. Brand Ambassadors
Rubix Solutions recommends selecting influential brand ambassadors
based on a heightened Klout Score in order to promote Spinnaker
Media on social media and increase its audience. Klout Scores
measure the influence of social media users based on web analytics. By
developing strategic relationships with influential audience members
that possess a Klout Score exceeding 50, Spinnaker Media will
experience an increase of recognition with Digital Natives.
Community Relations
Research from Rubix Solutions’ focus group revealed that Spinnaker
Media’s target audience would like more information about local
hotspots within Northeast Florida’s community. Our firm recommends
fostering community relations in order to bolster the organization’s
reach and appeal to the audience. A community outreach representative
can form relationships with local restaurants, retail stores and popular
entertainment locations which can create opportunities for free
advertisement on Spinnaker Media’s various mediums, in exchange
for donations to aid in promotion efforts of Spinnaker Media to its
customers.
Tactics
67. 67
Prior to the campaign, Rubix Solutions recommends Spinnaker Media record
the total amount of its social media followers per medium and track analytics
throughout the campaign.
After the campaign, Rubix Solutions recommends gathering Spinnaker Media’s
total social media following and comparing it to the data recorded prior to the
campaign.
Objective 3 Evaluation
OBJECTIVEIII
68. Jan Feb Mar
Apr May June
Spring ‘17
-UNF Ropes Course
Team Building, 27th
-Swoopstakes once a
week
-Lot 18 Drive-In, 8th
-Swoopstakes once a
week
-Tunes and Spoons,
14th
-Swoopstakes once a
week
-Mind Bender Team
Building, 10th
-Swoopstakes once a
week
-Swoopstakes every
other week
-Swoopstakes every
other week
Spinnaker Media
69. Oct
July Aug
Nov Dec
Sept
Fall ‘17
Campaign Timeline
-Swoopstakes every
other week
-Swoopstakes every
other week
-Cheers and Beers,
13th
-Swoopstakes once a
week
-UNF Ropes Course
Team Building, 11th
-Swoopstakes once a
week
-Lot 18 Drive-In, 18th
-Swoopstakes once a
week
70. Event Items Source Quanity Cost
Lot 18 Drive-
In Movie
Movie Spinnaker TV
(channel 170)
Free
Sound (head-
phones not
included)
95.5 Spinnaker
Radio
Free
Movie Screen Housing and Resi-
dence Life
Free
Popcorn mate-
rial (machine,
kernels and oil)
Housing and Resi-
dence Life
Free
Lot 18 Rental UNF Parking
Services
Free
Food Truck Monroe’s BBQ $200- February
$200- October
$400- Total
Security UNF Police
Department
$8.05 per hour
for 4 hours
3 Officers
$102- February
$102- Obtober
$204- Total
Swoopstakes
Raffle
Spinnaker
Media
Representative
Spinnaker Media Free
Gift Card Give-
aways
Local Restaurants
and Business
Free
Spinnaker
Chartwells
Events
Spinnaker Radio
DJ Volunteer
Spinnaker Media Free
71. 71
Event Items Source Quanity Cost
Existing
Promotional
Items (Koozies,
keychains, pens,
etc.)
Spinnaker Media Free
Spinnaker
Pop- Up Bug-
gie
Golf Cart Rental UNF Free
Promotional
Posters
24” x 36”
Vistaprint.com 2 posters at $30
each
$60
Wireless Blue-
tooth Speaker,
Nixon Blaster
Nixon.com 1 $87.50
Team Building
Events
Osprey Chal-
lenge Ropes
Course
UNF Campus
Recreation
Free
Mind Bender
Escape Room
Price for 10
people
$250
Additional
Promotional
Material
Rack Cards Vistaprint.com 1,000 $74.99
Boosted Face-
book
Advertisements
Facebook.com $100
Total
$1,176.49
72. BEST OF COLLEGIATE DESIGN. (N.D.). RETRIEVED FROM HTTP://WWW.COL-
LEGEMEDIA.ORG/CONTESTS/BEST_OF_COLLEGIATE_DESIGN/
BONILLA, P. (2011, MARCH 29). QUESTIONS SURROUND FUNDING FREEZE OF
UNF STUDENT PAPER. RETRIEVED FROM HTTPS://WWW.THEFIRE.ORG/
QUESTIONS-SURROUND-FUNDING-FREEZE-OF-UNF-STUDENT-PAPER/
KERR, J. L. (2011, APRIL 4). A LOOK BACK: PHOTO IS NOT FIRST CONTROVERSY
FOR FIRST COAST SCHOOL PUBLICATIONS. RETRIEVED FROM HTTP://
JACKSONVILLE.COM/NEWS/METRO/2011-04-04/STORY/LOOK-BACK-
PHOTO-NOT-FIRST-CONTROVERSY-FIRST-COAST-SCHOOL-PUBLICATIONS
KRUTH, S. (2013, JULY 29). FLORIDA HIGHWAY PATROL OFFICER ADMITS HE
STOLE COPIES OF U. NORTH FLORIDA STUDENT PAPER. RETRIEVED
FROM HTTPS://WWW.THEFIRE.ORG/FLORIDA-HIGHWAY-PATROL-OFFI-
CER-ADMITS-HE-STOLE-COPIES-OF-U-NORTH-FLORIDA-STUDENT-PAPER/
R, D. (2011, MARCH 30). COLLEGE MEDIA PODCAST: NORTH FLORIDA SPINNA-
KER EDITOR JOSH GORE DISCUSSES RACY COVER CONTROVERSY. RE-
TRIEVED FROM HTTP://WWW.COLLEGEMEDIAMATTERS.COM/2011/03/30/
COLLEGE-MEDIA-PODCAST-NORTH-FLORIDA-SPINNAKER-EDI-
TOR-JOSH-GORE-DISCUSSES-RACY-COVER-CONTROVERSY/
REIMOLD, D. (2012, OCTOBER 14). NORTH FLORIDA SPINNAKER OFFERS NEW
WAY TO LOOK AT ‘TOP NEWS’ RETRIEVED FROM HTTP://WWW.COLLEGE-
MEDIAMATTERS.COM/2012/10/14/GUEST-POST-NORTH-FLORIDA-SPIN-
NAKER-OFFERS-NEW-WAY-TO-LOOK-AT-TOP-NEWS/
References
73. 73
References
REIMOLD, D. (2011, MARCH 31). NORTH FLORIDA SPINNAKER ‘SEX COVER’ CONTRO-
VERSY: UPDATE ON FUNDING FREEZE. RETRIEVED FROM HTTP://WWW.COL-
LEGEMEDIAMATTERS.COM/2011/03/31/NORTH-FLORIDA-SPINNAKER-SEX-COV-
ER-CONTROVERSY-UPDATE-ON-FUNDING-FREEZE/
REIMOLD, D. (2011, APRIL 4). NORTH FLORIDA SPINNAKER ADVISER JOHN TIMPE
DISCUSSES ‘SEX COVER,’ HIS ROLE IN NEWS PRODUCTION. RETRIEVED FROM
HTTP://WWW.COLLEGEMEDIAMATTERS.COM/2011/04/04/NORTH-FLORIDA-
SPINNAKER-ADVISER-JOHN-TIMPE-DISCUSSES-SEX-COVER-HIS-ROLE-IN-NEWS-
PRODUCTION/
REIMOLD, D. (2013, JULY 25). FLORIDA POLICE OFFICER CONFESSES TO STEALING
RECENT SPINNAKER ISSUES AT UNF. FROM HTTP://WWW.COLLEGEMEDIA-
MATTERS.COM/2013/07/25/FLORIDA-POLICE-OFFICER-CONFESSES-TO-STEAL-
ING-RECENT-SPINNAKER-ISSUES-AT-UNF/
REIMOLD, D. (2013, JULY 10). SUMMER NEWSPAPER THEFT: UNF SPINNAKER EDI-
TOR FINDS NEWSSTANDS ‘EMPTY, EMPTY, EMPTY’. RETRIEVED FROM HTTP://
WWW.COLLEGEMEDIAMATTERS.COM/2013/07/10/SUMMER-NEWSPA-
PER-THEFT-UNF-SPINNAKER-EDITOR-FINDS-NEWSSTANDS-EMPTY-EMPTY-EMP-
TY/
SPIELMAKER, C. (2016, APRIL 13). THE EMPTY CHAIR. RETRIEVED FROM HTTP://UNF-
SPINNAKER.COM/THE-EMPTY-CHAIR/
UNFSPINNAKER.COM. (N.D.). RETRIEVED FROM HTTP://WEBSITES.MILONIC.COM/UNF-
SPINNAKER.COM
