3. 1
situational analysis
The Dwight Bentel Hall studio has come a long way before it
became what it is today. The studio was operating on more than 30 year
old lights, cameras and control room just two years ago and knew it
needed a revamp soon or else it would soon cease to operate. With
other television studios working with the latest technology, the Dwight
Bentel Hall studio was only working with standard definition and other
equipments that were far inferior compared to other technologies that
were on the market. However, a thoughtful $8.6 million grant from Jack
and Emma Anderson allowed Dwight Bentel Hall studio to devote
$200,000 to upgrading the studio to the current state-of the art and
bringing in a television program for students to help take their passion
for broadcast even further.
The studio has four high-definition cameras from Sony, along with
tele prompters. The switcher that is used in the studio to direct
multiple-camera shows comes from the Ross Operating systems, which
are prominently used in major news studios nationwide. The graphics
used in the studio comes from Ross Inception and they allow scripts and
entire shows to be created in the newsroom on the second floor of
Dwight Bentel Hall and be transmitted through the teleprompters. The
green screen in the studio, covering from the ceiling to the floor, offer
extensive animation coverage. There is also an interview set that is
placed in front of a painted wall so that it can create an intimate feel for
both the interviewer and interviewee. The live remotes in the studio are
capable for broadcast networks or streams to go live on-air.
With these new equipments, the new and improved TV studio has
been a great resource for JMC students and the SJSU community. The
4. 2
studio was recently used in October 2015 for a Campus Presidential
Press Conference. The SJSU Interim President, Dr. Susan Martin and
Provost, Dr. Andy Feinstien met with JMC media students in the studio
where students asked a wide range of questions about their issues and
concerns on the SJSU campus. The TV studio is also where JMC students
film the award winning student television newscast, Update News. This
newscast aired on KTEH-TV (PBS), then KICU-TV and is now streamed
worldwide over the internet and broadcast locally in the Bay Area on
Comcast channels, using CreaTV. The TV studio is also where Equal
Time, a PBS Bay Area program that focuses on timely issues, is shot and
recorded. Its current use has proved its potential to film a wide range
and high end level of professionalism in studio filming.
While the TV studio has been found useful to the SJSU community,
it has not been able to advertise and show organizations and companies
in the Silicon Valley the full potential and benefits the TV studio can
provide. Any coverage the TV studio has had is very difficult to find and
gain information from. The studio has no social media coverage or direct
website with substantial information that could advertise outside use. In
Silicon Valley these small tasks could bring an amazing awareness to the
area of its services. The SJSU TV studio is one of the best kept secrets in
Silicon Valley, but it is a secret we don’t want kept. A public relations
plan can help bring in $100,000 a year in revenue for the TV studio by
helping the studio gain more attention and encourage outside companies
and organizations to use the studio.
5. 3
challenges
Awareness of the Dwight Bentel Hall TV Studio is low among the SJSU
community and third-party clients that could be utilizing the studio.
Student entitlement to use the studio for free could be a challenge
because the studio needs to generate funds in order to function.
Lack of established credibility might inhibit new clients to use the studio.
6. 4
goals & objectives
Goals:
• For the Spartan Television Studio to bring in $100,000 or more in
revenue yearly.
• For the Spartan Television Studio to generate more use by
third-party clients.
Objectives:
• To bring in $100,000 or more in revenue yearly by allowing other
organizations and corporations to use the studio with a fee
throughout the year that can be measured quarterly
• To bring in more people to use the studio so that word of mouth
can reach bigger audience
• To generate more use by third-party clients to gain a larger
presence in the local media production industry
• Establishing credibility will secure more clients and revenue
7. 5
primary focus
Focus people would be students of San Jose State University
(SJSU), clubs or organizations on campus, third-party businesses, and
outside news stations. Each of these entities could have an interest or
benefit from using the DBH Television studio.
The main demographics of this group would be women and men
who are college students and working professionals. SJSU students can
have yet another advanced resource available to them to increase their
own outreach and marketing projects. Clubs and Organizations on
campus could use the studio to film informational videos about their
organization to share with students (Greek organizations, Student
Housing, Health Center, Athletic Department, etc.)
Third-party businesses or corporations (Google, Apple, etc.) that
would want to rent the studio to film videos based on their needs.
Outside news stations that are in the area and need to film a segment in
a studio environment (local news stations, ethnic news station, television
shows, etc.)
Local (preferably within Silicon Valley) nonprofit organizations that
work closely with SJSU.
8. 6
Strategies & Tactics
Objective 1: To establish branding for the studio in creating a
logo and tagline
Strategy 1: Create Logo and Tagline for branding.
Tactics:
• Create a logo for the Spartan TV Studio.
• Create a tagline that the Spartan TV Studio can be known
for.
• Use branding on all promotional materials.
Objective 2: To promote through social media and create a
Spartan TV Website.
Strategy 1: Create Social Media platforms to enhance branding of
the studio
Tactics:
• Create a Facebook page to periscope and show people what
is happening live in the studio.
• Create a Twitter handle to engage with other news stations
and students.
• Create a Linkedin account to gauge attention at a
professional level.
• Stream live videos on social channels to allow audience to
see “behind the scene” actions.
Strategy 2: Create a professional Spartan TV Studio website for
potential clients to gain direct information about the studio.
9. 7
Tactics:
• Create the website
• Create pages on the website that include hourly/ project rate,
accolades, previous projects, upcoming events in the studio.
Strategy 3: Enhance the campus website branding of the studio to
make it easier to find when searched online and make it easier to
learn more about the studio.
Tactics:
• Update the JMC website for the Spartan TV Studio.
• Link the Spartan TV Studio’s professional website to the JMC
website.
• Website content should have availabilities for usage and
possible price quotes.
Objective 3: To enhance awareness of the studio’s presence and
available usage by hosting a Launch event.
Strategy 1: Increase awareness of the studio to potential clients
such as organizations, corporations and campus faculty, students
and organizations.
Tactics:
• Compile Potential Client List
• Create an Excel spreadsheet that contains the names of
organizations, news agencies, stations, etc, as well as
their contact info and addresses.
• Contact with media list companies, organizations and local
news stations that could be interested in using the studio.
10. 8
• Invite interested parties to an open house to give them a tour
and introduce them to the studio engineer and the
equipment.
• Invite local news stations to film from the Spartan TV Studio
as advertisement.
• Set-up a table during Club Day during the first week of school
with other clubs. This will inform students and faculty of the
studio and how they can utilize it either by taking the class or
how to rent the studio.
Strategy 2: Host a launch event
Tactics:
• Invite those identified as potential clients, news media
outlets, ampus faculty and students.
• Use as exposure of the Spartan TV Studio as a gem.
• Allow guests to tour the studio and have a hands on
experience.
11. 9
BUDGET
Item Number of Units Price in $/ Unit Price Total in $
Branding
Logo Design
Tagline
1
1
$300
$300
$300
$300
Subtotal: $600
Advertising
Social Media
• Facebook
• Instagram
• Twitter
• YouTube
• LinkedIn
• Periscope
Promoted Social Media Post
• Facebook Promoted Posts
• Twitter Promoted Posts
48 (4/month,3/week)
48 (4/month,3/week)
$100
$100
$4,800
$4,800
Newspaper 8 (4/months,2/month) $300 $2,400
Radio (NPR) Bundle package $5,500
Subtotal: $17,500
DBH Professional Website
Website Platform SquareSpace 1 (yearly) $216 $216
Website Designing 1 (InitialDesignFee) $300 $300
Subtotal: $516
Open House/ Launch Event
Save the Date 300 $1.50 $450
Invitations 300 $1.50 $450
Appetizer Catering $1,000 $1,000
Decorations $500 $500
Subtotal: $2,400
PR Team
Team Labor 4 (6/months) $875 $21,000
Subtotal: $21,000
Subtotals Combined $42,016
Contingency Fund 1 $7,984 $7,984
GRAND TOTAL: $50,000
12. 10
June 2016
timeline
• Coordinate 6-month plan with DBH studio production team
• Create a content calendar from June to December
• Assign teams for advertising, social media, and content creation
• Create client list that contains media outlets that may work
alongside the studio
• Create logo and tagline to use for branding
July 2016
• Create all social media platforms, and DBH professional website.
• Reach out to client list (radio and TV stations, newspapers, and
magazine publishers and inform them about the benefits of the
DBH studio)
• Begin plans to host a special launch event to let potential clients
see what the studio has to offer first hand.
• Send Save the Dates for launch event
August 2016
• Enhance campus website and JMC website with Studio information
before school begins.
• DBH website complete and ready to launch.
• When school begins be sure to have a table at Club Day to inform
students and faculty about the studio.
• Advertise and invite organizations, corporations, faculty, staff and
media for the launch event.
• Begin Newspaper and Radio Advertising
13. 11
September 2016
• Post 2-3 times weekly to Facebook and once on LinkedIn
• Post multiple times daily to Twitter
• Send monthly newsletter to clients
• Continue advertising press releases
• Send out press releases for launch event
October 2016
• Prepare final things for launch event
• Host launch event
• Evaluate success of launch event
• Follow up with guests/clients from event to schedule potentia
l bookings and projects
November 2016
• Evaluate and identify objectives that have been met.
• Identify areas where support can be added for the final month.
December 2016
• Meet with DBH and give final suggestions and support on how to
continue momentum with current and future clients.
14. 12
evaluation
Implementing the use of the following tracking report will help us
determine how the strategies are doing with the schedule:
Strategy 1: We plan to carefully monitor any social media activities
through the use of Hootsuite, Facebook analytics and Twitter analytics.
Hootsuite can be used to keep track of unpaid media while the other two
platforms can be used to analyze the effectiveness of paid media.
Strategy 2: Word of mouth is especially important in order for us to reach
potential clients in the industry so upon receiving new clients, we can
have them fill out a quick survey to see where they heard about JMC
studio. If we gather enough information, we can put our efforts into
where most clients heard about the studio. Traditional advertising can
also help us track our success by seeing if we generate any leads.
Strategy 3: Holding open house will create opportunities for us to see
how many people show up. Creating a sign-up sheet and handing out
flyers at the event can also be used to count the number of people that
have taken interest in the studio. Ensuring that we hand out all the flyers
will be regarded as high importance. Additionally, formal invitations will
be mailed to recipients such as former, corporate, and news clients.
Objective Strategy Activity
On Schedule
On Target
On Budget
Behind Sche
Off Target
Off Budget Completed
Objective 1 Strategy 1
Strategy 2
Objective 2 Strategy 1
15. 13
Strategy 4: Using Cision to compile a media list and to track other
industry like professionals in the area (i.e KSJS and CreaTV). Tracking
Unique Monthly Visitors (UMV) and impressions will help us determine
how much coverage we are getting per article or feature story that gets
picked up by the media.
