PR Marketing Campaign for the Department of Modern and Classical Languages and Literatures at Wichita State University

1. PR Marketing Campaign
Modern & Classical Languages and Literatures
Kuo-Hsuan (David) Pan
Elliott School of Communication
June 18, 2014
Committee members: Dr. Lisa Parcell, Dr. Patricia Dooley & Dr. Wilson Baldridge

2. Agenda
I. Creative Brief
A. Brochures
B. Media Kit
C. Website
D. Social Media
E. Recommended Intern Positions
II. Budget
III. Evaluation

3. CREATIVE BRIEF
Goals, Objectives, Tactics and Details

4. Goals & Objectives
Goal
• Increase student enrollment by 5
percent by Spring 2015.
Objectives
• Attract more learners and keep
existing students through active
engagement
• Improve communication between
the department and the students.
• Increase learner’s awareness of
department activity and resources.
• Increase foreign language learning
awareness.

5. Strategy & Tactics
Strategies
• Leverage the learning benefit to
attract student.
• Utilize their needs and interest to
create audience-centered
information and to stimulate their
learning motivation
Tactics
1) Create and redesign brochures
2) Create a media kit
3) Update the MCLL website
4) Create social media connections
with Facebook and YouTube
5) Offer suggestions on hiring an
intern from the co-op office
Target Audience:
WSU Current Students

6. BROCHURES / FLYERS
Study abroad programs & 10 languages

7. Brochures
Redesign
• Spanish Study Abroad Program
Brochure
• French Study Abroad Program
Brochure
• Spanish
• French
• German
• Arabic
Create Language Flyers
• Russian
• Japanese
• Chinese
• Italian
• Classics (Greek & Latin)

8. Orléans Study Abroad (Front)

9. Orléans Study Abroad (Back)

10. Puebla Summer Program (Front)

11. Puebla Summer Program (Back)

12. Flyers
Style
• Long Size Flyers
• Quarter Size Flyers
Content
• Course Offering
• Study Abroad
• Fun Facts About The
Culture/Country
• Language Facts
• Other Things to Check
Out

13. Long Size Flyers

14. Quarter Size Flyer

15. MEDIA KIT
Student Performance, Study Abroad Program, Faculty Changes and More.

16. Media Kit
• Fact Sheet
• Contact Sheet
• Biographies of Faculty
• Sample Press Releases/ Pitch Letters
– First Japan Festival Held in Wichita State University
– MCLL Department Launching New Department Website
• Brochures
Fac
e

17. Document Type
CONTENT
AREA

24. WEBSITE
Redesigned, Simplified and Enriched.

25. Plan
• Reorganize content order
• Renew copywriting
• New elements
• Testimonial videos
• Advising video
• Faculty Pictures
• Language sections

26. Original Site Map
Home
About
MCLL
Language
s
Student
Announceme
nt
Undergraduat
e Studies
Advising
Graduat
e
Studies
Puebla
Summer
Program
Orléan
Study
Abroa
d
Arabic
Chinese
French
German
Italian
Japanese
Latin &
Greek
Russian
Spanish
Bilingual
Option
Advising
Calenda
r
General
Info
Majors &
Minors
Credit
By Exam
Retro-
credit
Scholar-
ships
Tutoring /
Translatio
n
About
Graduat
e Faculty
Admissio
n
Degree
Req.
Examina
-tions
MA
Reading
List
TAships
FAQs
Program
Overvie
w
Sign-up
Program
Dates
Costs
Pre-
requisite
Course
Offering
s
Travel to
Puebla,
Mexico
Checklist
About
Missio
n
MAL
S
Enrollmen
t FAQs
Facult
y &
Staff
Lab and
MCLL
Corner
Library
Resource
s
Calenda
r
Advising
Calenda
r
General
Info
Facult
y &
Staff
Office
Hours

27. Site Map
Home About MCLL Languages
Undergrad
studies
Graduate
Studies
Prospective
Students
Study
abroad
Programs
Resources
About Arabic General Info
About M.A.
Programs
Study Abroad
Advising
Tutoring/
Translation
Faculty &
Staff
Chinese
Majors &
Minors
Graduate
Faculty
Puebla Summer
Program
MALIC
Language
Lab
French
Bilingual
Option
Teaching
Assistantshi
p
Orléans
Study
Abroad
Library
Resources
German
Credit for Past
Experiences
M.A. in
Spanish
Italian
Advising
Calendar
M.A. in
Liberal Studies
Japanese Scholarships
Latin &
Greek
Enrollment
FAQs
Russian
Spanish » Go to MCLL Website

28. Short URLs
• Languages
– www.wichita.edu/Arabic
– www.wichita.edu/Chinese
– www.wichita.edu/French
– www.wichita.edu/German
– www.wichita.edu/Italian
– www.wichita.edu/Japanese
– www.wichita.edu/LatinAndGreek
– www.wichita.edu/Russian
– www.wichita.edu/Spanish
– www.wichita.edu/PueblaSummerProgram
– www.wichita.edu/OrleansStudyAbroad

29. SOCIAL MEDIA
Facebook & YouTube

30. Social Media
Facebook
• Target Audience:
– Existing Students
– Prospective Students
– Parents
– Media
• Five Posts Per week
• Ten Social Media Guidelines
• Recommended Post Types:
– Marketing Material Recap
– Event Advertisement
– Language Classes
– Interesting Facts about Cultural
Festival/ Language Celebration
YouTube
• Testimonials
• Advising Videos

31. Facebook Banner and Profile
Pic
www.facebook.com/WSUMCLL

32. Facebook Sample Posts
Our new website is up and running. Visit www.wichita.edu/mcll
to see what language programs we offer.

33. Facebook Sample Posts
Look at our pictures for the Japan Festival!

34. Facebook Sample Posts
Philip Hsiao, our Chinese graduate teaching assistant, is
teaching students how to do calligraphy in Chinese today in
class.

35. Facebook Sample Posts
Asian Festival is coming up on Saturday, Oct. 25, 2014. Take
a look at the event and experience different gourmet food
and cultural activities! #WichitaAsianFestival

36. YouTube – Testimonial
• mcllwsu@gmail.com
• Instant update on other social media
– Facebook
– Google+

37. YouTube – Testimonial

38. YouTube – Testimonial

39. YouTube – Advising Videos

40. MARKETING MANAGEMENT
Intern Positions

41. Co-Op
• Two Positions
– Online Media Marketing Assistant
– PR Marketing Assistant
• Process
– Job description
– Get an account at
https://www.myinterfase.com/wichita_coop/employer
– Post the positions
• Job Description
– Responsibilities
– Semester Work Schedule

42. BUDGET
Printing Cost, Digital Cost & Human Resource Cost

43. DIGITAL COST
Digital Media Kit – CD-R 700MB for 30 discs $9.99 per pack
Camcorder – Canon VIXIA HF M500 HD $299.99
SanDisk Ultra 32GB microSDHC Class 10 Memory Card $22.99 (on sale)
(With mircroSDHC Adaptor)
Tripod – Sunpak PlatinumPlus 6000 PG 61” Tripod $29.99
Total Digital Cost $362.96
PRINTING COST
9 Brochures Total $405
An Estimation of Five Total Media Kit $4.78 per
Total printing cost = $405 + $4.78 = $409.78
HUMAN RESOURCES
Marketing/Media Interns No cost
TOTAL BUDGET COST = $362.96 + $409.78 = $722.74
Budget

44. EVALUATION
Goal & 5 Tactics

45. Evaluation
Goal
• Office of Planning and Analysis – Enrollment Number
Tactics
• Department Tool Analytics for Update Website
• Analytics for Social Media
• The Counts of Taken Brochures and Survey
• Media Coverage From the Media Kit
• Cross-Examine the Duties with Previous Tactics

46. Thank You!
Q&A