4. 4
Introduction
An increase in awareness and involvement is needed for ‘Hey there Laker!’ video series. In
recent months, viewership has been running low with around just 1000 hits per video.
Student Life has been updating and revamping to provide a more suitable video series for
Grand Valley students, the main target audience for ‘Hey there Laker!’ video series. But
first, Student Life needs to increase the video series awareness to obtain their target
audience’s viewership. This campaign booklet contains strategies and tactics to achieve
that goal. Plus, it also contains valuable primary and secondary research data that
correlates to promoting ‘Hey there Laker!’ In the end, this campaign booklets main
objective is to help Student Life increase their viewership by using the best strategies and
tactics researched to obtain their current goals.
6. 6
Secondary Research
In order to form the best primary research data, some secondary research knowledge is
needed before hand. These proceeding online articles contain relative information in
regards to how to promote in a college atmosphere. In order to create the most useful
strategies and tactics to promote ‘Hey there Laker!’ video series, Student Life needs to have
some background knowledge of similar promotional settings. These online articles and
journals provide that important correlating data to help creating the most suitable
promotional tactics and strategies to help increase awareness for ‘Hey there Laker!’ video
series.
How to form a club or organization
In order to form a club or organization a plan of action is needed to build the
revenue for the establishment. Antelope Valley College helps its audience by providing a
complete and detailed website in how to start up a club or organization (“Student
development”, 2013). Provided on their website after initiating the startup of a club or
organization are three main tactics to gain the awareness that their college uses. Those
tactics include promoting online, through flyers, and through events (“Student
development”, 2013). The website even provides a list of possible promotional events that
are cheap and easy, but still are able raise awareness on a college campus, for example a car
wash or even a movie night (“Student development”, 2013). Even an article written on
Huffington Posts about Georgia Southern University claims, “Fundraising and travelling to
foreign countries are not the only ways to spread awareness; telling friends and professors
is a great (and under-utilized) channel that was key to our success at Georgia Southern.”
(Warner, 2012, para 10). After forming an organization or club, initiating the correct tactics
7. 7
and strategies to obtain a stable support system of viewers is needed, as both of those
colleges proclaim. So obtaining the correct strategies and tactics for Student Life’s target
audience of college students is needed in order to establish a strong base of viewers and
increase ‘Hey there Lakers!’ video series awareness.
Engaging students via social media
In today’s generation, social media has become the prime outlet for establishing
awareness for a club or organization. College students are constantly tuning into their
social media outlets to obtain information about social activities (“How to talk”, 2014). So
like most other clubs and organizations, Student Life should be establishing a strong
promotional base around GVSU student’s social media. Not only does social media provide
a strong backboard to promoting and engaging college students, it also provides a very free
and open area for opinions and comments to be exchanged between an organization and its
publics (“How to talk”, 2014). Social media provides the exact infrastructure that ‘Hey there
Laker!’ needs to promote and gain awareness, as well as obtain feedback.
So, when creating a message to promote on social media it must be planned, direct and it
also must provide “emotional currency” (“The good, the brand”, 2014). Luckily,
IMediaConnection shows how to form bonds for markets by using a four-steps plan to
create the best social media message for an organization and its publics (Slabaugh, 2014).
That four step plan includes acknowledging and recognizing, helping them to help yourself,
providing tangible value, and surprising and delighting (Slabaugh, 2014). Each of those
steps will help get an organization’s target audience to grasp the message correctly and
accept the organization as a whole via social media. First though, what do each of those
steps mean in regards to social media? An organization must acknowledge and recognize is
8. 8
publics meaning a response or even some gratitude is needed when establishing an
organization via social media (Slabaugh, 2014). People love to voice their opinions, so
naturally social media obtains a lot of feedback, but if a company can acknowledge that
feedback and make the correct changes, an organization can flourish in the social media
market (Slabaugh, 2014). Social media makes it difficult since there is a lack of personal
and non-verbal communication such as gestures that are missing from a conversation
between an organization and its publics (Slabaugh, 2014). An organization also must help
their publics to help themselves meaning in order for an organization to grow it has to
create a continuously mutually beneficial relationship with its publics (Slabaugh, 2014). An
organization must be constantly updating for their target audience’s needs in order to build
a solid connection with constant revenue. That leads to the next step to build a success
social media campaign, building tangible value, meaning create the best deal for the
audience being targeted (Slabaugh, 2014). Audience members need to feel like they’re
getting their money’s worth on a service or good. Lastly, the target audience must be
surprised and delighted. In order to maintain a good relationship an organization must
“keep its publics happy” (Slabaugh, 2014).
So, social media is a prime outlet for Student Life’s target audience and steps should
be followed so that the message is transmitted effectively and efficiently through the social
media networks. Just like Apple, Nike, or even Starbucks, if Student Life can disseminate a
good audience focused message through social media, viewership is likely to increase
substantially (“The good, the brand”, 2014). It is not just the brand or the logo, it is what an
organization can bring to the table and provide for consumers (“The good, the brand”,
2014).
9. 9
Engaging Students via ‘word of mouth’
College students need to be persuaded through multiple tactics in order to change
their personal routines, opinions, and actions. At Southern Georgia University, the best
tactic to increase their college audience’s awareness was to use word of mouth
communication (Warner, 2012). 20-50% of all purchase decision also are determined by
word of mouth sales techniques (Palmer, Eidson, Haliemun, & Wiewel, 2011). Plus, over the
years numerous studies have been done to show that word of mouth communication has a
strong impact on consumer’s opinions and point-of-purchase sales (Steffes & Burgee,
2009). Some consumers even rely on word of mouth communication to determine what is
the best option in an uncertain situation (Steffes & Burgee, 2009). Word of mouth provides
a second personal source of information other than the consumers that can help clarify a
theoretical situation based on another’s opinion. Essentially word of mouth allows for an
organization’s many publics to be their creditable source of information for other uncertain
consumers (Steffes & Burgee, 2009). Not only that, but those creditable sources also create
a trusting and mutually beneficial relationship with an organization and its publics (Steffes
& Burgee, 2009).
Unfortunately, not all word of mouth statements establish trust and a mutually
beneficial relationship. Some word of mouth statements can be negative and can wreck an
organization’s reputation. Individuals like to seek approval and most do so by stating their
opinion, which is usually the main cause for negative word of mouth comments (Palmer et
al., 2011). People today love to being opinionate today and with new social media outlets it
is easier than ever, but most do not realize their comments can easily effect another actions
(Palmer et al., 2011).
10. 10
Student Life needs to realize that every student’s word of mouth comments can
effect ‘Hey there Laker!’ video series. Student Life, as an organization needs to mandate and
listen to those negative word of mouth comments and update the series based on them to
alter any previous experiences to gain a positive word of mouth reaction. If Student Life can
alter the series to be better for its target audiences, their audience can then naturally create
many positive word of mouth opinions about ‘Hey ther Laker!’ video series around campus.
Engaging students using free items and giveaways
90% of college students have got at least one free item during their college lifetime
(Workman & Freeburg 2008). In this study, it also concluded that the most popular free
items were t-shirts, pens/pencils, magnets, water bottles, and Frisbees (Workman &
Freeburg 2008). Not only that, but universities are the top provides of free items
(Workman & Freeburg 2008). Free items are perfect for clubs and organizations to
casually promote and also get people talking. Usually the promotions are from alcohol
companies, sororities/fraternities, or credit card companies, but ‘Hey there Laker!’ video
series could be the next series to promote through free giveaways. Most students even keep
the promotional items and it helps gain awareness as long as the item has continuously
value for its publics.
Promoting through videos
A little over 1/3 of college students frequently watch video series when going on
online media outlets (MarketingChart Staff, 2009). Not to mention, 33% of college viewers
also said they have increased their consumption of videos series (MarketingChart Staff,
2009). ‘Hey there Laker!’ is a possible video series that those increasing college viewers
could start to watch. Plus, 40% of college students considered themselves ‘media
11. 11
distributors’ of videos at some point. So if ‘Hey there Laker!’ video series is providing the
right information that was provided in the previous paragraphs, Student Life just needs to
get students aware and get them talking as ‘Hey there Lakers!’ public.
12. 12
References
The good, the brand, and the ugly – to the college students audience. (2014, January 21).
OnCampus Advertising. Retrieved from: http://oncampusadvertising.com/blog/the-
good-the-brand-the-ugly-to-the-college-audience/
How to talk to college students via social media. (2014, January 31). OnCampus Advertising.
Retrieved from: http://oncampusadvertising.com/blog/how-to-talk-to-college-
students-via-social-media/
MarketingCharts Staff. (2009 November 30). College students spend 12 hours/day with
media, gadgets. MarketingCharts. Retrieved from:
http://www.marketingcharts.com/wp/television/college-students-spend-12-
hoursday-with-media-gadgets-11195/
Palmer, J., Eidson, V., Haliemun, C., & Wiewel, P. (2011). Predictors of positive and negative
word of mouth of university students: Strategic implications for institutions of higher
education. International Journal of Business and Social Science, 2(7) Retrieved from
http://search.proquest.com.ezproxy.gvsu.edu/docview/904528989?accountid=39473
Slabaugh, J. (2014, January 29). 4 ways to get customers on your side. iMediaConnection.
Retrieved from: http://www.imediaconnection.com/content/35808.asp
Steffes, E. M., & Burgee, L. E. (2009). Social ties and online word of mouth. Internet
Research, 19(1), 42-59. doi:http://dx.doi.org/10.1108/10662240910927812
Student development. (2013). Antelope Valley College. Retrieved from:
http://www.avc.edu/studentservices/studentdev/club.html#.U0v3C15CZlu
13. 13
Warner, S. (2012, January 31). Creating change on a college campus. Huffington Post.
Retrieved from: http://www.huffingtonpost.com/mtvu/creating-change-on-a-
coll_b_1244797.html
Workman, J. E., PhD., & Freeburg, B. W., PhD. (2008). Promotional product marketing,
college students, and social identity. Journal of Family and Consumer Sciences, 100(1),
43-49. Retrieved from
http://search.proquest.com.ezproxy.gvsu.edu/docview/218172517?accountid=39473
14. 14
‘Hey there Laker!’ Focus Group Report
On the February 14th, 2014 a focus group was held at Copper Beech R103 in Allendale,
Michigan to examine Grand Valley’s student’s involvement with ‘Hey there Laker’ video
series. The focus group obtained twelve Grand Valley student’s responses from every grade
level in order obtain opinions about ‘Hey there Laker!’ video series. The focus group
respondents were also able to provide a variety of responses through their contrasting
majors such as Business, Human Resources, Broadcasting, and even some undetermined
majors as well. Unfortunately for ‘Hey there Laker!’ video series the views have been a little
low in recent months and Student Life wants to know why? So a focus group was
conducted to obtain opinions and primary research from ‘Hey there Laker!’ video series
target audience. This information was taken to better understand where the videos
currently stands and what could be done to make the video series better for ‘Hey there
Laker!’ video series target audience.
Student involvement around campus
Current students involvement on campus has expanded greatly in recent years from
student organizations, to sports, to events, and even to theatrical plays such as ‘Urinetown’.
Plus, when entering Grand Valley, one of universities main goals is for students to get more
involved on campus. Nothing is forced upon students at Grand Valley State University
though, but the many different clubs, organizations, and even classes are encouraged for
students to join. The Computer Science club, His House, the Make-a-Wish Foundation, the
Water Polo club, the Ultimate Frisbee Club, Intermural Volleyball, Football, and even
15. 15
Baseball are just some of the many clubs, sports, and organizations that the twelve
respondents from ‘Hey there Lakers!’ focus group were involved in.
How students hear about campus events
Since Grand Valley has a diverse audience and not all students are technology savvy,
the ‘Hey there Laker!’ focus group obtained a couple different responses for how students
hear about events here at GVSU. 33% of Grand Valley students said that social media is
hands down the easiest way to obtain information about events here at GVSU. Along with
that though, 75% of the same audience said that a simple poster or flyer would get students
attention about a current event here at GVSU. In this focus group conversation, one group
member even mentioned the cut out of Lewis, ‘Hey there Lakers!’ video series’ host and
mentioned how that is a great example of how to grasped students attention.
Unfortunately, the focus group respondent also mentioned that they had no idea what the
cutout was exactly for.
In the end the focus group agreed, quick and easy visual representations to gets
student’s attention like social media and posters are the best option for college promotions.
Unfortunately, respondent’s answers changed when they were asked how they found out
about these events directly. 75% of the respondents said they looked up an event’s
information via Grand Valley’s site, while the 25% said they use social media sites. This
information verified that Grand Valley student’s really like quick and easy messages of
dissemination over informative in depth lectures or speeches.
How GVSU students stay up to date
Since students are currently in the millennial generation of technology, it is no
surprise that the focus group respondents said that they stay “up to date” using
16. 16
information found on social media websites as well as, GVSU’s webpage. 58% of the
respondent even said that GVSU’s webpage is the best way to stay informed around
campus, while the other 41% agreed that social media was definitely the better informative
option. One respondent was even quoted saying, “I follow GVSU’s social media, but not to
get direct information like I would for events, just for the news. I use Grand Valley’s site to
get direct facts like that.” Either way, if a GVSU student were to go look for information
about something they would most likely do so by either using GVSU’s webpage or the
variety of GVSU social media pages.
“Hey there Laker!”
“What is ‘Hey there Laker’ video series, I’ve never heard about it,” was one of the
main responses stated by over 50% of the focus group. That means at least half of the focus
group respondents and possibly half of GVSU students have never even viewed of “Hey
there Laker” video series. All the respondents’ agreed that a video series would be a helpful
tool to help interact on campus, but they also agreed the video series needs to gain
awareness with its audience first. Only 25% out of 50% of the focus group actually said
they continuously watch ‘Hey there Laker!’ video series biweekly. The others 35% of
students said they quit watching ‘Hey there Laker!’ video series after playing it just once to
three times.
So, Student Life has to increase ‘Hey there Laker!’ video series awareness, as well as
adjust the video series to be more suitable for the 25% of students that have already
discontinued watching ‘Hey there Laker!’. In order to do so, multiple strategies and tactics
must be initiated to form positive relationship between ‘Hey there Laker!’ video series and
their wide variety of target audience member.
17. 17
Pros of ‘Hey there Laker!’ video series
‘Hey there Laker!’ video series obtain very few response for why the video series is
good, but all of them pertained to one respondent’s comment that, “It was good, organized,
well produced!” Not only that, but the focus group’s small variety of opinions seemed lack-
lustered and the commentary seemed forced rather than natural. The whole focus group
loved the idea of having a new way to obtaining information about events, organizations,
and clubs, but it was missing the “attention-grabbing factor” that respondents needed to
continue their viewership. So, other than the comments of ‘Hey there Laker!’ video series
being relative and organized, the focus group was quick to move on to criticizing and
altering the video series.
‘Hey there Laker!’ possible improvements
Respondent’s opinions towards possible improvements for ‘Hey there Laker!’ video
series seemed to be a lot easier and much more free flowing for the focus group. The
students loved that the video series provided a new and easy way to get involved on
campus, but the focus group wanted to be more engaged and their attention to be grabbed.
The respondents wanted to see their friends up their being the host or something dramatic
to happen in the video to gain their attention, but it never did. The “Reinstall the Ball” video
produce by Student Life gained a good portion of the focus group’s attention due relative
attention grabbers. Unfortunately, when the real “Hey there Laker” series was presented,
many of the focus group members “tuned-out”. Respondents wanted to see their clubs,
their friends, or even some relevant jokes to them and unfortunately ‘Hey there Laker!’
video series did not provided that. One respondent even said, “The video series had dull
humor and organized events, I want sarcastic humor and attention grabbing previews to
18. 18
events.” Another anonymous freshman also was quoted saying, “The video series was dull
and the childish humor made stop paying attention to the video. And personally, I’d like a
girl host!” The focus group wanted more people in the video to gain most attention and
surprise the viewers. GVSU is not a small and lonely campus, there should be many people
in the videos. Many other comments and improvement statements were also made about
the host. Some respondents made comments about the host being too extravagant and
overbearing, while other respondents said their attention was lost due to the lack of host’s
engagement.
So, in the end there are three main improvements ‘Hey there Laker!’ video series
respondents established. There needs to be more people rather than just Lewis, the list of
events needs to include clubs and organizations’ events as well as school events relevant to
students, and there needs to be a change in the video series humor so it is more relatable
and funny to college kids. If those three improvements were made, the focus group agreed
100% that the video series would gain more viewers. Not only that, but those viewers
would continuously come back because the video series is genuinely enjoyable.
The best way to disseminate “Hey there Laker!”
The focus group came up with a multitude of ways to disseminate the information to
college students about “Hey there Laker” video series. One anonymous respondent
contributed the idea to try to promote on blackboard, every student has to go on
blackboard. He said, “If I see a random video when I go to look at my homework, I’m going
to probably watch it.” Every focus group member agreed that they go to blackboard almost
every day to look at their classes and they said if they too saw a video on their blackboard,
they would most likely watch it as well. Unfortunately, the respondents did also think about
19. 19
how Blackboard is not owned by Grand Valley, so the idea to put a video on every student’s
Blackboard homepage is somewhat impossible and possibly costly. Building off that
opinion, another respondent said, “Instead of using Blackboard, ‘Hey there Laker!’ video
series should promote off GVSU’s main webpage.” Along with Blackboard and GVSU’s
webpage, the focus groups last idea was promote the ‘Hey there Laker!’ video series
through GVSU’s social media, A sophomore respondent said, “make little vines that can be
placed on Twitter and Facebook to draw people in.” So to conclude, to promote successfully
according to ‘Hey there Laker!’ video series’ focus group, the best media outlets to use are
Blackboard, GVSU’s webpage, and social media outlets.
Conclusion
‘Hey there Laker!’ video series needs to add more people to grab audience members
attention and create more of an interest factor in the video series. The video series also
needs to update their videos as well, so they’re more relatable to college students and their
humor. Lastly, Student Life needs start promoting using the best college media outlets such
as social media, Blackboard, or even GVSU’s webpage to build students’ awareness. If those
three improvements were made to ‘Hey there Laker!’ video series it would most likely gain
a decent amount of college student viewership according to this primary research
conducted through this focus group and the previously noted secondary research.
20. 20
Moderators Guide
Moderator’s Guide- Focus Group for “Hey there Laker” Promotions
Introduction-
First of all, we would like to thank each of you for your willingness and commitment to
participating in this survey. We appreciate the time and effort you are graciously giving
towards helping us to complete this survey and ultimately gain understanding in order to
further comprehend thoughts associated with this topic, and then from this to achieve a
certain goal.
Let me properly introduce myself, and give a little more insight into what this survey is
about. My name is Kelly Collins and I’m Ellen Packard, and we our students here at Grand
Valley State University. This discussion here today will help us to grasp a further
understanding about various aspects of student life here on campus.
This information will help us to better various aspects about student life and how Grand
Valley State University infiltrates aspects of student life. Anything said here is confidential,
meaning we will not quote any of you on what you have shared with us directly, but in
more of a numerical representation as a whole. Please feel free to participate, and at
anytime if you have any questions, you are more than welcome to ask for clarification.
Once again, We thank you for participating and helping us to better help the students of
Grand Valley State University.
Conducting of the questionnaire-
In order to make everyone feel more comfortable, I would like to begin this session with
everyone introducing themselves and what year you are in here at Grand Valley State
University.
Beginning this survey,
1. I would like to ask everyone how they would categorize their involvement with student
life on campus?
-Events put on by Grand Valley State University
-Student organizations
-Fraternity/Sorority
-Sports
2. How did you hear about the various aspects of student life?
-Social media
-On-campus housing
21. 21
-Grand Valley State University media channels (ex: The Lanthorn, Whale Radio,
GVTV)
-Promotional fliers and brochures in campus dining facilities
3. As far as social media goes, what is the thing you most frequently use in order to find out
information on student life here on campus?
-Facebook
-Twitter
-YouTube
-Grand Valley State University’s website
4. As far as on campus promotion, what do you feel is the best way for you to stay up to
date with what events are taking place on campus?
-Social media
-On-campus housing
-Grand Valley State University media channels (ex: The Lanthorn, Whale Radio,
GVTV)
5. In regards to student life promotions on campus, how do you feel about videos as a way
to promote events and things with student life?
-Strongly agree
-Agree
-Neutral
-Disagree
-Strongly disagree
6. How often do you watch the “Hey there Laker” promotional videos that student life puts
out?
-Weekly
-Monthly
-As soon as a new one is disseminated
-Never have watched a video
-What’s “Hey there Laker?”
7. Why don’t you watch “Hey there Laker” videos more often?
-I didn’t know that they even existed
-I don’t have time
-I do not like the videos
-I hear about events in other ways
*PLAY A “HEY THERE LAKER VIDEO”
8.What did you like about it?
-Informative
-Creative
-Relevant
-Humorous
22. 22
9. How could student life better improve the “Hey there Laker” videos?
-More humor
-Different style of telling the information
-More student involvement in the videos
-Make the plot more relevant to college student interests
10. How do you think these videos could be viewed by more people?
-Disseminate them through social networking sites
-Disseminate them through Grand Valley State University sites
-Disseminate them in classes
-Disseminate them in clubs
Conclusion-
Again, thank you so much for your participation and feedback in regards to my questions
today. If you have any further questions, comments, or concerns, please feel free to contact
me via email, which I can provide you with upon request. Thank you so much, and have a
great day.
23. 23
Survey Report
Introduction: ‘Hey there Laker!’ video series has hit a viewership barrier in recent
months. In order for Student Life to continue to expand and broaden its video series, a
survey was conducted to gain Grand Valley student’s opinions. Student Life Services is
trying to promote a better community within Grand Valley by helping students get involved
around campus using ‘Hey there Laker!’ video series. Unfortunately, Student Life needs to
know its public’s opinion in order to advance and create a more suitable ‘Hey there Laker!’
video series. So, a free and open survey was conducted on SurveyMonkey to obtain
student’s direct, word-for-word opinions. The survey obtained 38 individual’s responses
from every grade level at Grand Valley State, including freshman all the way to graduate
level. Plus, almost all of respondents associated themselves with GVSU’s clubs,
organization, academics, or sports. This allowed for a good variety of responses to be
collected during the ‘Hey there Laker!’ survey. Plus, all the data collected during the survey
is completely anonymous and only will be used specifically for informational purposes as a
whole. In the end, Student Life hopes to be able to produce a better video series for GVSU
students to increase their involvement on campus here at Grand Valley State University.
The video series is not being viewed
Twenty-six out of the thirty-eight respondents had never seen ‘Hey there Laker!’
video series. This means students are not viewing ‘Hey there Laker!’ video series rather
than them just not liking series. Plus at least twelve people actually saw the video series
and discontinued watching it. At least, out of those twelve who had viewed the series, nine
of them watched it at least two to three times! Unfortunately, only one person has
24. 24
continuously watched ‘Hey there Laker!’ video series. So, the results displayed, easily can
show that most students are uninformed of the video series. Many students do not know
about the video series and it is very likely that many students could possible like ‘Hey there
Laker!’ video series, but not currently know about the access to it.
All students associate somehow with GVSU
Not all students actually associate themselves with GVSU in some way or another. 28 out of
38 respondents actually said academics is the main reason they’re associated with GVSU.
Along with that, six students said they did not associate with GVSU in any way given. So
unfortunately, most students here at GVSU do not associate with the many GVSU activities
such as clubs, sports, Greek life, or even events. Only 30% of students surveyed said they
were even affiliated with any clubs here on campus, well another 25% of students said they
associated themselves with GVSU by the events they attended.
How many times have you watched the
video series 'Hey there Laker!'?
One Time
Two Times
Three or More Times
I've seen every video
I've never watched 'Hey there
Laker'
25. 25
Student’s main media outlets
With the new technology of this generation, students can now hear about events
much quicker and easier than ever before. Twenty-seven respondents said they view
events to attend here at GVSU through their social media such as Facebook, Twitter,
Instagram, etc. Following that, twenty-five students said a good old poster or flyer would
get them to attend events here at GVSU. Friends, emails, classes, and even professors have
a significant number of students that use those outlets to find out more about events here
at GVSU! Quick and easily forms of communication seem to be what students choose to
find events to attend here at GVSU. 52% of students even said that they would attend an
event given to them in a quick email update. One person even made a comment saying that
they find out about events through being an RA here on campus. Quick and easy forms of
communication seem key here at GVSU. Even Grand Valley’s sidewalk chalk drawings got
nine students to attend events here at GVSU.
0.00% 20.00% 40.00% 60.00% 80.00%
Sports
Greek Life
Clubs
Academics
Events
I don't associate myself
with any of those
How do you associateyourself with GVSU?
How do you associate yourself
with GVSU?
26. 26
Students need a general interest to attend events
Most students will not attend an event unless they have a general interest in what is
being presented. 28 out of the 38 respondents said they had to have general interest in the
topic being presented in order to attend an event! Students want a general interest in the
topic being presented or like 21 others agreed, it has to be a class requirement! So, students
either want a general interest in the event their attending or to be forced to go to by class
requirement. Some other factors can influence the attendance of events as well, such as
extra credit, free giveaways, and even food! What college kid would turn down free food at
an event! Only 9 students actually said they attend events here at GVSU for informational
purposes rather than for interest or class requirements.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
How do you hear about events here on
GVSU's campus?
How do you hear about events
here on GVSU's campus?
27. 27
Difficulties in attending event thanks to time
81% of students here at GVSU do not attend events on the account of ‘they have no time’.
Thirty surveyed respondents did not have enough time to attend an event here at GVSU at
some point due to time retrains. Between classes and student’s other obligations, events do
not have enough time to be fit in a busy college student’s schedule. Not only that, but 14
respondents also said they were not informed enough of an event prior to the engagement.
Students cannot attend events that are not promoted enough for them to know about it.
Students want a general interest, so if they do not know about an event, how is it going to
appeal to their general interest? Not only that, but also twelve respondents also claimed
that they were not interested in the events taking place here at GVSU! If the students are
not interested in the events here on campus, they’re not going to attend them. In order for
students to attend events, they must be informed and they must have the time to do so.
Unfortunately, two other additional comments were made as well that said that because of
0.00% 20.00% 40.00% 60.00% 80.00%
General Interest
Class Requirement
Extra Credit
Free Giveaways
Food
Professor or Major
Recommendation
Informational Purposes
What makes students attend events here
at GVSU?
What makes students attend
events here at GVSU?
28. 28
anxiety and lack of friends some students do not attend events. So, along with the bad
timing of events, GVSU also needs to create a more free and open environment for students
to attend events here on campus.
Facebook, Twitter, Netflix, and YouTube are Student’s media outlets
If an organization was looking to reach out to college students, Facebook, Twitter,
Netflix, and YouTube are the best options according to this survey, as well as the other
secondary research findings. Nineteen students labeled Facebook as their first choice
when getting on a social media site. Nineteen out of the thirty-eight respondents said
Facebook would be student’s first media option they would used to obtain information.
YouTube followed next in the survey by obtaining 10 individuals that would use their site
secondly to obtain information. Followed right after that, was Twitter with eight
respondents and then GVSU webpage and Netflix tied at third with around eight
respondents as well. So, there are many sites to reach out to students here at GVSU, but the
key-targeting site to use for GVSU students would be Facebook.
0.00% 20.00% 40.00% 60.00% 80.00%100.00%
Not enough time
Not informed enough
Not Interested
Too Lazy
Bad Time Management
Why is it difficult for students to attend events
here at GVSU?
Why is it difficult for students to
attend events here at GVSU?
29. 29
YouTube is the prime source for videos
83% of respondents said the last video they watched they obtained through
YouTube! That is far over half of the respondents. The video series are on the correct site to
promote videos for student, but where is the social media promoting to gain awareness
with ‘Hey there Laker!’ publics? Facebook is the first media site most GVSU students go to
for information, so it is also common that 75% also said one of the last video they watched
they obtained from a Facebook post. Luckily, Facebook can post also post YouTube videos
as well, so promoting ‘Hey there Laker!’ is much easier than before. YouTube and Facebook
combined as viewers can see, can provide a very beneficial way of promoting for ‘Hey there
Laker!’ video series.
Besides homeworkstudents like to hangout and watch Netflix
Besides doing homework and working academically most students like to hangout
with their friends as nine respondents chose that answer for first response in what
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%
YouTube
Vine
Facebook Posts
Twitter posts
Email
Flyer/Posters
Television
How did students see the most recent
videos they watched?
How did students see the most
recent videos they watched?
30. 30
students like to do with their free time. Followed by that, ten students also said for their
free time, they would just relax and watch Netflix. Netflix is a video based website, so it
might not be YouTube, but students still are watching it on a daily basis like Student Life
wants ‘Hey there Laker!’ video series. After hanging out with friends and Netflix though,
social media site are the next item on student’s free time lists. Eleven respondents chose
that as their second option for what to do in their free time! So, this survey tells us,
students like community-based event where they can hangout with friends, as well as
videos, and promoting through Facebook.
The best way to promote based on student comments
Most students’ comments on the survey said that ‘Hey there Laker!’ video series
should promote through social media, poster and flyers, as well as GVSU’s homepage. All of
which are quick, easy methods of dissemination and all of which gets the message out fast
and easily to ‘Hey there Lakers!’ publics. One last major comment was made multiple times
though in the last open ended question for ‘Hey there Laker!’ video series survey. Many
students said ‘Hey there Laker!’ should also promote their video series “weekly emails”, a
response not yet obtained before. So, students have many different channels that can
stimulate their attention and help gain their awareness for ‘Hey there Laker!’ video series.
Conclusion: Student Life must promote in order to get students to watch their video
series. It is all about a general interest and disseminating a message fast and easily, so
students can get aware. Students want the information quick and easily like the new social
media site now provide. So after ‘Hey there Laker!’ video series finds the right channel to
promote for GVSU students, Student Life needs to make their publics more aware. Student
Life needs to establish ‘Hey there Laker!’ video series in the right media outlets, while also
31. 31
getting its public tuned in and aware, so that ‘Hey there Laker!’ can provide another
suitable option for GVSU students to get more involved on campus.
32. 32
Sample Survey
Hey there Laker!' Survey
'Hey ther Laker!' How are you feeling?
Have you ever wished you knew when an event was, but only had the GVSU's event page to
gain information? GVSU Student Life has started a new video series called 'Hey there Laker'
that informs you of just that! But first, Student Life needs you to help out by taking this
quick survey needed to gain GVSU student's input towards this video series. The survey is
completely anonymous and the results will be used as a whole to help Student Life gain
better insight to what GVSU students want. Thank you for your participation and if you
have any questions feel free to contact Packarde@mail.gvsu.edu
1. How many times have you watch the video series 'Hey there Laker!'?
One time
Two times
Three or more times
I've seen every video they've made
I've never watch 'Hey there Laker!'
2. How do you associate yourself with GVSU? (Check all that apply)
Sports
Greek Life
Clubs
Academics
Events
I don't really associate with any of those.
Other (please specify)______________________
3. How do you usually hear about events here on campus? (Check all that apply)
GVSU's event page
Classes
Friends
Social Media (Facebook, Twitter, Instagram, etc.)
Clubs or Sports
Emails
GVSU Administrator or Professor
Poster/Flyers
33. 33
Sidewalk Chalk
Student Promotions
Other (please
specify)
_________________________
4. What makes you attend events here at GVSU? (Check all that apply)
Class Requirement
Extra Credit
Free Giveaways
Informational Purposes
General Interest
Professor or Major Recommendation
FOOD
Other (please
specify)
______________________
5. Why is it difficult for you to attend events or get associated with GVSU? (Check all that
apply)
Not enough time
Not informed enough
Not interested
Too lazy
Bad time management
Other (please specify)______________________
6. What media sites do you spend the most time on? (1 BEING THE MOST SPENT TIME)
Facebook
Reddit
Twitter
YouTube
Instagram
GVSU's webpage
Netflix
Vine
34. 34
7. How did you see the most recent videos you watched online? (Check all that apply)
YouTube
Vine
Facebook post
Twitter post
Email
Flyer/Poster
Television
Other (please
specify)
_________________________
8. Besides doing homework and attending classes, how do you entertain yourself with your
free-time? (1 BEING THE MOST LIKELY THING YOU'D DO)
Sports
Events
Greek Life
Clubs
Hang out with friends
Exercise
Video games
Go to bars
Party/Dance
Netflix
Social Media
9. What grade level are you?
FRESHMAN
SOPHOMORE
JUNIOR
SENIOR
SUPER-SENIOR
GRADUATE
10. What do you believe would be the best way to promote a video series here at GVSU to
inform students of Student Life and their events?
36. 36
Situation Analysis
‘Hey there Laker!’ video series is not being recognized by its publics and needs to
develop a better awareness, attitude, and action plan to gain their audience’s attention.
After obtaining results from a focus group and a survey, it revealed that 69% of GVSU
students (‘Hey there Lakers!’ target audience) were not informed of the video series. The
data clearly showed that ‘Hey there Laker’ video series needs to increase its awareness
around GVSU. Not only that, but the other 30% of participants saw the video series than
discontinued watching it after two to three times. That 30 % of data shows that there are
some GVSU students that already have their own opinion towards ‘Hey there Laker!’ videos
series. This means that the campaign must also have an attitude change to regain some of
its audience. Lastly, ‘Hey there Laker!’ video series has been missing a ‘call to action’
proceeding its strategies and tactics. Since there has not been a lack of promoting in recent
months there has not been a strong call to action statement. The ‘call to action’ must be a
continuous reason for ‘Hey there Lakers!’ publics to come back and watch more of the
series, as well as attend the events shown. So, ‘Hey there Laker!’ video series needs to gain
the audience’s attention, as well as change some of their attitudes and opinions, well also
keeping the audience coming back! This next section of the campaign booklet is going to
assess strategies and tactics to do just that!
37. 37
Awareness:
Objective#1: Get 70% of GVSU students and faculty to become aware of the ‘Hey there
Laker!’ video series produced by GVSU Student Life by October 2014.
Strategy #1: Use persuasive communication to aware ‘Hey there Lakers!’ target
audience members of the new video series produced by Student Life that allows
students to get more involved on campus.
Tactic #1: Create a speech for an event to aware students of the new video
series here at GVSU and its potential. Create a quick, simple, and prepared speech
for ‘Hey there Laker!’ video series to use at events, in class, or even with friends to
help gain awareness. The previously obtained data in this campaign booklets
mentions, “word of mouth communication” as one of the most helpful tools to
inform college students of events. So, a speech is a great example of word of mouth
communication and it can be used multiple times during a year to help gain
awareness.
Tactic #2: Set up a table at Kirkof to hand out flyers and promote “word of
mouth” about ‘Hey there Laker’ video series! Many clubs and even some local owned
stores come to GVSU to advertise and promote their good and services, so ‘Hey there
Laker!’ should be promoted just like them. 70% of students did not know about ‘Hey
there Laker!’ video series when taking the primary researched survey. Target
audience members need to be aware of a product before they can purchase it. So,
the video series needs to be explained to its key publics in order to gain awareness
for ‘Hey there Laker!’. Even bring the cutout of Louis over to the promotional ‘Hey
38. 38
there Laker!’ table, so students are able to make the connection of who he is to the
video series.
Tactic #3: Use social media and the ‘Hey there Lakers!’ audience’s opinions
to develop better insight in to what the publics want. Social media allows for an
organization to promote their goods and services, as well as obtain feedback from
important clients. Both of those qualities allow for social media to be a prime outlet
to promote and also obtain feedback. That is why ‘Hey there Laker!’ video series
should promoted through social media, so there is a constant mutually beneficial
relationship between Student Life and its publics.
Tactic #4: Some possible news releases should be created to help obtain
viewership through GVSU multiple publications outlets like The Whale and The
Lanthorn. Not everyone feels that word of mouth communication and social media
provides a direct and believable informational message like outlets such as
newspaper and radio. ‘Hey there Laker!’ needs to utilize all these potential media
outlets here at GVSU in order to gain student awareness. A new release is perfect for
those promotional needs since a simple email can connect ‘Hey there Laker!’ video
series with every publication outlet here at GVSU
Strategy #2: Use quick and easy visual images to help gain awareness for ‘Hey there
Laker!’ video series. “Word of mouth” helps gain some target audience member’s
attention, but a catchy visual image can also help introduce an idea such as ‘Hey
there Laker!’ to an audience as well.
Tactic #5: Use the televisions in Kirkof as well as at the other GVSU
buildings to promote ‘Hey there Laker!’ video series. Grand Valley has so many
39. 39
television on campus, so why not play the video series around GVSU. Make the
viewers have to watch the series, do not give them a choice. Make the video series
easy to access and enjoyable to view, so students constantly want to tune in. If not
the exact ‘Hey threre Laker!’ video series, use a speech like in tactic #1 or create a
little graphic advertisement to be place on the televsisions. Get the series name ‘Hey
there Laker!’ out so students are able wonder what exactly the video series is.
Tactics #6: Create a nice, big visual poster to be placed at Kirkof to obtain
the publics attention and create more viewer awareness. If students are able to see a
poster of ‘Hey there Laker!’ video series constantly telling them to get involved, it is
possible that it could increase viewership. On the survey, one respondent even said,
“Post it everywhere, any little advertisement could raise the awareness for ‘Hey
there Laker!’ video series!” A big visual aid might just be the next step to influence
GVSU students to get more involved on campus using ‘Hey there Laker!’
Attitude:
Objective #2: Create a new image for the 30% of students who have already viewed
‘Hey there Laker!’ video series and discontinued watching it by September 2014.
Strategy#1: Develop a series that involves every student by introducing more
downtown and outsider events, as well as more student participation.
Tactic #7: Students love to be involved in events, clubs, or even sports here
at GVSU. So, ‘Hey there Laker!’ video series should provided more student
involvement in the videos. Louis is the only visual aid in most of the videos, but
there are thousands of other students here on GVSU’s campus. Create an event to
help those who wish to join Hey there Laker’ video series production team. Whether
40. 40
it is a small background part or just providing student input, students love to give
their opinions, so let them!
Tactics #8: Include more downtown events rather than just those around
Allendale campus. To increase the upperclassmen viewership for the video series a
multitude of events need to be in ‘Hey there Laker’ video series. Most students live
in downtown Grand Rapids and according to the survey 81% of students do not
have time to attend the events they wish to. So, ‘Hey there Laker!’ video series can
help out by interesting students in events that are closer to their location and more
suitable for their rigorous time schedule in order to gain more viewership.
Tactic #3: Use tactic number three to gain an attitude change among the
‘Hey there Lakers!’ audience through visual persuasion like the television as
well.
Action:
Objective #3: Get 80% of ‘Hey there Laker!’ publics to use ‘Hey there Laker!’ video
series to obtain information about events here at GVSU by October 2014.
Strategy#1: Students here at GVSU have multiple ways to find out about events
here on campus. Luckily, new technology has made online media the prime source to gain
college student’s attention. So, ‘Hey there Lakers!’ video series should be presented on the
best outlet for its target audience to obtain information.
Tactic #9: Promote ‘Hey there Laker!’ video series, but continuously give
students incentives to come back. Students love to see their clubs and organization’s events
being promoted, so alter ‘Hey there Laker!’ to fit the target audience’s needs . Give students
an incentive like a free giveaway every two weeks or a possible promotional idea. Promote
41. 41
in a college sense that make students continuously want more. People love to get free
items, or see their event get promoted. So ‘Hey there Laker!’ needs to provide a mutual
balance between the video series and its publics’ needs and wants as well.
Tactic #7: Use tactic number seven to help build and maintain students
involvement in the videos series.
Tactic #8: Use tactic number eight as well, to expand the events covered
in the video series to obtain a wider variety of audience members.
42. 42
Calendar
2014 Calendar
Jan Feb Mar April May June July Aug Sept Oct Nov Dec
T-Shirts X X X X X X X X X
Posters X X X X
Speeches XXXX XXX XXX XXX X XXXX XXX XXX XXX
New
Release
XXX X X X X X X XXX XX X X X
Emails XXXX XXX XXX XXX XXX XXXX XXX XXX XXX
*Any tactics can continueon through the next year dependingon ‘Hey there
Lakers!’ video series and its publics personalopinions, as wellas their needs
and wants.
*Every two months a new poster should be created to create moreattention
and awarenessfor ‘Hey there Lakers!’ video series.
*Every month, 30 to 100 T-shirt should be ordered and handed outto
promote‘Hey there Laker!’
*Any word of mouthtactics should be implemented weekly to continuously
get the word outand heard by GVSU community members.
43. 43
Budget
Cost Amount Total
Posters
(56inX24in)
$84.99 X5 $424.95
T-Shirts $11.13 X100 $1,113
Speech
Consultant/Publications
FREE X1 $0
$1,537.95
*Prices for the Posters can be found on FEDEX.com
*T-shirt prices can be found on CustomInk.com
*Speech Consultantscan be found freeof charge and be used to speak based
on their voluntary needsand appreciation for GVSU. (i.e. T.Haas, Professor
Penning, The Lanthorn, Whale Radio, etc.)
44. 44
Evaluation
In the end, these strategies and tactics hope to gain audience awareness, a change
public’s attitude, and a specific ‘call to action’ for its viewers. An evaluation over these
tactics and strategies will take place in the ending section of the campaign booklet. It will
evaluate the three objectives of ‘Hey there Laker!’ video series and assess how well the
strategies and tactics in the previous communication section completed each of those
objective’s goals. Please see the later: Evaluations Section.
47. 47
On the right is a preview for a possible new release for ‘Hey there Laker!’ video series. The
main goal of the new release is to increase awareness and viewership for the video series,
as well as to inform the target audience of what exactly ‘Hey there Laker!’ is. This news
release’s intent is to provide the potential media coverage through GVSU publications in
order to achieve awareness and incease involvement for ‘Hey there Laker!’. The quote
provided by Michelle Burke in the news release was also obtained from an interview
recently done with ‘Hey there Laker!’ and The Lanthorn (GVSU’s Newspaper and a great
potential media outlet for ‘Hey there Laker!’). In the end, this news release seeks to help
gain viewership through media for ‘Hey there Laker!’ video series.
48. 48
News Release
‘Hey There Laker!’ Video Series Presented by Student Life Allows for
GVSU Students to Get More Involved on Campus
A Fun, New Video Series of GVSU’s Top 5 Events of the Week
Encouraging Student Involvement
For Immediate Release Contact: LeaAnne Tibbe, Student Life Coordinator
616-331-2345, tibbel@gvsu.edu
ALLENDALE, Mich. April 1, 2014— GVSU’s Student Life Presents ‘Hey There Laker!’ a new
video series that allows students to get more involved on campus. (link:
gvsu.edu/studentlife)
‘Hey there Laker!’ is a less than 5-minute video produced every two weeks highlighting
over the top 5 events here at GVSU. Plus, Student Life is requesting more student
involvement in creating and producing ‘Hey there Laker!’ video series.
The video series is a quick synopsis of events here at GVSU’s, but made more efficiently for
the new online media generation. Not to mention, the video series is produced for Grand
Valley students, by other GVSU students.
“(Student Life) provides the infrastructure for students to produce their own fun and
explore their interests,” said Michelle Burke, the assistant director of Student Life. “All of
these options can be overwhelming for some students and discouraging if the first few
activities they try don’t go as expected. That’s just part of life and learning more about
living on your own for the first time.”
‘Hey there Laker!’ video series is trying to take the next step to increase involvement and
participation for students at GVSU by providing another outlet to obtain information.
Unfortunately, viewership has been quite low since the production of ‘Hey there Laker!’
video series. So, Student Life is editing and revamping the video series to make it better for
its viewers.
49. 49
Student Life is providing an open opportunity for any person to attend events here at GVSU.
Plus, it also provides a great way to get involved here on campus as an active GVSU
community member!
So, if watching a humorous, new video series sound interesting check out, ‘Hey there
Laker!’ video series! Get involved, make friends, become a leader, and serve the community.
###
51. 51
On the right is a poster with a 56in width by 24in height. It is a small preview of the actual
poster and the real copy would actually be placed in Kirkof in a highly viewable area. The
price to produce the poster is included in the budget and the original copy was produced
on illustrator, so to produce the best quality poster. All photos were taken from Student
Life website and changes can be made to easily adapt to a certain criteria of ‘Hey there
Lakers!’ target audience.
54. 54
On the right is a potential speech that could be used to boost awareness and attitude for
‘Hey there Lakers!’ video series. Celebrities constantly go on talk shows to promote their
new and upcoming cd, event, movie, etc. This speech is ‘Hey there Lakers!’ quick
promotional endorsement just like a that of a celebrity. Unlike a celebrity endorsement
though, any GVSU member can mandate this speech, even President T. Haas. In order to
gain the most views though a well-known GVSU community member would be best. In the
end, the goal it to allow for student to become more aware and involved with ‘Hey there
Laker!’ video series via word of mouth speeches.
55. 55
Introduction
1. 6 Billion hours of YouTube videos are watched monthly according to statistic
provided by 2013 YouTube survey.
a.Not to mention 67% of GVSU students said the last video they watched they
used YouTube.
b. ‘Hey there Laker!’ is just one of the many video series that happened to be
produced on YouTube today.
c.Unfortunately, 53% of GVSU students also said they have never seen ‘Hey there
Laker!’ video series while the other 47% said they’ve only watched it around
one to three times.
d. That is why today I’m going to persuade the 47% of students who have
already watched ‘Hey there Laker!’ to continue to watch it the series while also
informing the other 53% of GVSU students what ‘Hey there Laker!’ video series
is and why they should watch it.
e.It’s a fun new video series produced by GVSU’s Student Life and it is here to
help get more involved more on campus!
f. Plus it’s less than 5-minute video that highlights the top 5 events going on
biweekly here at GVSU. Not to mention, it’s on YouTube, which makes perfect
for our generation and it even provides some funny, relatable humor that also
duals as a lists of enjoyable events that could help you get involved!
g.So grab a seat, sit back, relax, and enjoy the video series I’m about to explain.
---Play first 30 seconds of Hey There Laker! February 17th - March 2nd----
Body
2. That little video snippet just previewed is a small part of ’Hey there Laker!’ video
series produced by Student Life, but it’s a part that definitely makes you want to
continue watching!
3. Not to mention it is on one of the most convenient and easiest site to watch videos,
YouTube.com.
a. Time Magazine even named YouTube "Invention of the Year" in 2006
for finding a way to allow for the masses of quick and easy video
sharing. Not to mention it is the 10th most popular website in the
world.
2. And I’m also pretty sure if I mention ‘Charlie Bit My Finger’, or ‘Can I Have
Your Number?’ or even dare I say, ‘Friday’ by Rebecca Black. I’m pretty sure
all of you can recognize at least one if not all three of those videos that I just
named. And that’s because you’ve probably watched them all on YouTube at
some point.
3. Now, because of the growth in ‘I want it’, ‘when I want it’ thought process,
many people have actually succumb to quick and ideal social means to
obtaining information.
56. 56
a. Luckily, YouTube videos are perfect for those new generational needs,
that is why Student Life has tried to adapt how students get involved
by creating a more suitable option for us to obtain more information
about events here at GVSU.
b. Not to mention, EMarketer a company that assists in providing data
for certain organizations and markets, analyzed in February 2008 an
estimated 61% of adults said they watched videos for current events,
not only that but 51% of the same audience also said they watch
videos for daily humor. That means ‘Hey there Laker!’ is providing the
right information…
i. So, what is stopping ‘Hey there Laker!’ video series from
obtaining viewership?
c. Based on my audience analysis it is because most GVSU students don’t
have time to attend these events, but just because you can’t go,
doesn’t mean you can’t check out a quick ‘Hey there Laker!’ video. It
might even help you gain interest on a subject or event that was
discussed in the video series that you might have never thought twice
about.
i. Certain things could interest you more than you think and
maybe influence you to do something great for yourself!
ii. Plus it helps you to stay involved as a Laker and who knows
what surprises or hidden releases Student Life might present
in the series. They are currently trying to update the series to
try and fit your needs as a student
Transition: So now that Student Life has made an easy suitable video for
GVSU students, all you need to do is take the next step and get out of your
comfort zone as a student and get involved here on campus!!
4. Michelle Burke the assistant director of Student Life said “Student Life
provides the infrastructure for students to produce their own fun and
explore their interests. All of these options can be overwhelming for some
students and discouraging if the first few activities they try don’t go as
expected. That’s just part of life and learning more about living on your own
for the first time.”
a. It is a first for everyone, but in order to grow as a student, you have to
try to get involved.
i. I know many of you said that getting involved is scary, but you
have to think all 20,000 of us are just trying to do the same
exact thing and we are all scared.
b. ‘Hey there Laker!’ video is trying to take the next step to help you get
involved on GVSU’s campus in a fun, new, innovated way.
c. In an article published by US News, they even list five reasons why
students should get more involved on campus today! That list they
include involves building connections, establish a community for
yourself, discover your strengths and passions, getting yourself busy,
57. 57
and building yourself a resume of experience, PAUSE all those are due
to getting involved on campus.
Transition: So now, take a step out of your comfort zone Laker and
give Student Life’s ‘Hey there Laker!’ video series a try. You never
know what events you might find!
Conclusion
d. There are so many opportunities here at GVSU to try something new,
so why aren’t you making the most of it?
e. It’s simple, just look up gvsu.edy/heytherelaker
f. Years later you don’t want to look back and realize you didn’t get the
whole college experience.
g. Student Life made the advancement for GVSU community members by
establish ‘Hey there Laker!’ video series, now we need to do our part
by taking a step out of our comfort zone and getting involved!
h. So to conclude, watch ‘Hey there Laker!’ video series, get involved,
make friends, become a leader, and serve your community.
59. 59
To the right is a possible t-shirt design to get students involved and get them interested in
what exactly ‘Hey there Laker!’ video series is. The t-shirt cost, $26.00 when bought in 10
bulk or $11.24 when bought in bulk of 100. The t-shirts could be worn by the cast members
of ‘Hey there Laker!’ video series or they could even be given out as a prize to get students
more involved with the series. The design is a simple, but concept is to promote ‘Hey there
Lakers!’ video series name, so more students can become aware of the video series through
visual representations.
62. 62
Evaluation
Introduction: ‘Hey there Laker’ video series has lacked viewership in recent months and
in order to gain more awareness some strategies and tactics were implemented to try and
gain more viewers. This section of the campaign booklet evaluates over those strategies
and tactics and determines how effective each objective was for ‘Hey there Laker!’.
Currently, the strategies and tactics have not been implemented, but a strategic evaluation
plan was already developed as the action plan and ‘Hey there Laker!’ campaign occurred.
Objective#1: To get 70% of GVSU students and faculty to become aware of the ‘Hey
there Laker!’ video series produced by GVSU’s Student Life by October 2014. So far, this
objective has not been met as ‘Hey there Laker!’ has only obtains a little over 1000 views
every video. Unfortunately, that data is nowhere near where the objective should be. This is
because Student Life needs to apply more communication tactics and visual aids aspects to
increase ‘Hey there Lakers!’ After implanting some those communication tactics listed in
the action plan though, Student Life then needs to check back on video views in order to
verify that ‘Hey there Laker!’ video series gained more awareness. If there has not been an
increased in awareness among “Hey there Laker!’ video series, new tactics and strategies
should be applied again.
Objective #2: Create a new image for the 30% of students who have already viewed
‘Hey there Laker!’ video series and discontinued watching it by September 2014. In order
to evaluate if the 30% of viewers that have already viewed the ‘Hey there Laker!’ video
63. 63
series, a new focus group or survey would need to be conducted to obtain consumer’s
opinions. So, to evaluate this objective another focus group should be implemented at the
end of this campaign to compare how well the strategies and tactics influenced ‘Hey there
Laker!’ video series’ target audience. Either that, or Student Life can gradually obtain
feedback from its social media site to continuously update the series to fit its public instead.
Objective #3: Get 80% of ‘Hey there Laker!’ publics to use ‘Hey there Laker!’ video
series to obtain information about events here at GVSU by October 2014. Since there are
many outlets to obtain information about events here at GVSU, ‘Hey there Laker!’ video
series needs to make sure they’re the top resource to provided that knowledge. In order to
do so, Student Life needs to make sure that GVSU events page web hits are continuously
declining, while ‘Hey there Laker!’ video series video views are continually increasing. If
those two evaluations are established, Student Life can then conclude that ‘Hey there
Laker!’ video series is starting obtaining more student traffic in regards to events.
Conclusion: ‘Hey there Laker!’ video series is just trying to get its publics involve by
providing a better outlet for students to receive information about events taking place here
at GVSU. Plus, since the video series was just newly formed last year, not too many tactics
and strategies have been applied to ‘Hey there Laker!’ Luckily, this campaign booklet
provides those next steps of increasing involvement for ‘Hey there Laker!’ video series. So
like Student Life already promotes, get involved, make friends, become a leader, and serve
your community!!
