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Database Proposal <br />JOUR  4012<br />Proposed by: Melissa Kaylor<br />
Mayborn’s Mission<br />  “To prepare students with ethicalvalues and lifetime communicationand intellectual skills, and fo...
Who we are reaching out to <br />Students 				<br />Current<br />Graduate<br />Undergraduate<br />Prospective<br />Graduat...
Current
Prospective
Donors/Sponsors
Current
Possible</li></li></ul><li>Our Messages to Students<br />Current (Undergraduate/Graduate)<br />Internship/job fairs and op...
Our Messages to Alumni<br />Of Mayborn<br />Opportunities to get involved<br />Job opportunities<br />Networking opportuni...
Our Messages to Faculty, Friends, Donors, and Sponsors<br />Spreading awareness of Mayborn’s values, success, and plans fo...
The Function of a Relational Database<br />A relational database consists of separate tables of information that are group...
What We Need From a Database <br />A collection of data in a relational database program that allows the school to reach a...
Customer Base:<br /> Potential/current Mayborn Students/alumni/donors/sponsors/faculty/friends<br />Purchase History: Tuit...
Building the Database<br />Where we will collect data <br />The school’s current database<br />Current and past enrollment...
Maintaining the Database<br />Data hygiene<br />Keeping the data clean and up-to-date<br />Ensuring that the new database ...
Media Suggestions<br />Direct Mail<br />Physical mail (postcards, envelopes, etc.)<br />Email<br />Advertising<br />Local ...
Media Suggestions (cont)<br />Social Media<br />Facebook<br />Page with friends, focus on students and alumni<br />Post up...
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Database Proposal

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This is my Database Proposal for the Mayborn School of Journalism.

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Database Proposal

  1. 1. Database Proposal <br />JOUR 4012<br />Proposed by: Melissa Kaylor<br />
  2. 2. Mayborn’s Mission<br /> “To prepare students with ethicalvalues and lifetime communicationand intellectual skills, and for successful careers in the professions representedby the school&apos;s undergraduatestudy areas and its graduatedegree programs.”<br />
  3. 3. Who we are reaching out to <br />Students <br />Current<br />Graduate<br />Undergraduate<br />Prospective<br />Graduate<br />Undergraduate<br />Alumni<br />Of Mayborn<br />Of related departments<br />Of other schools<br /><ul><li>Faculty/Friends
  4. 4. Current
  5. 5. Prospective
  6. 6. Donors/Sponsors
  7. 7. Current
  8. 8. Possible</li></li></ul><li>Our Messages to Students<br />Current (Undergraduate/Graduate)<br />Internship/job fairs and opportunities<br />Scholarship Opportunities<br />New updates<br />Prospective (Undergraduate and Graduate)<br />Information about Mayborn’s programs<br />Raise awareness of opportunities at Mayborn<br />Remind them that we’re here<br />Offers and other information<br />
  9. 9. Our Messages to Alumni<br />Of Mayborn<br />Opportunities to get involved<br />Job opportunities<br />Networking opportunities<br />Other alumni updates<br />Of other schools and departments <br />Graduate and other opportunities at Mayborn<br />
  10. 10. Our Messages to Faculty, Friends, Donors, and Sponsors<br />Spreading awareness of Mayborn’s values, success, and plans for the future<br />Reminders of opportunities to contribute to the success<br />Keeping everyone in the loop regarding current information and events <br />Thanking for support and contributions <br />
  11. 11. The Function of a Relational Database<br />A relational database consists of separate tables of information that are grouped by common associations within the groups. <br />The associations are considered relationships between separate groups.<br />These relationships can be selectively defined and combined through specific queries. <br />This allows flexible selection of different groups as needed for different messages to groups of people. <br />
  12. 12. What We Need From a Database <br />A collection of data in a relational database program that allows the school to reach all of the people via email, physical mail, phone, social media sites, etc. with the messages that are tailored to each of them.<br />Valuable, well-groomed data<br />An affective launching point for all communications<br /> The following slide is an outline of the database and proposed communications strategy. <br />
  13. 13. Customer Base:<br /> Potential/current Mayborn Students/alumni/donors/sponsors/faculty/friends<br />Purchase History: Tuition, fees, donations (alumni)<br />Demographics: UNT Mayborn Students/Prospects and Alumni<br />Psychographics: Students/academics interested in an education in Journalism<br />Category Network: want to earn a degree in journalism studies<br />Database<br />Competitive users: <br />Students with degrees from other schools or applicants who apply to other schools<br />Swing Users:<br />Transfers, and alumni from other schools also<br />Loyal Users: <br />Current students, upperclassmen and alumni<br />Classification<br />Mayborn Magazine, Ten Spurs, Strong Words Magazine, and school website <br />Ads in non-UNT journals and other campus recruitment <br />School website, ads in other Journalism/education journals<br />Contact Management<br />Raising awareness of why this school is a good value and a better choice/ reminder of what we have to offer <br />Making them aware of this school’s value and what it has to offer academically <br />Reinforce and reward their decision to be at Mayborn School<br />Communications Objective<br />Mayborn school of Journalism remains the best choice and continues to pay off<br />Mayborn is a great school and will prepare JOUR students thoroughly for the professional world<br />Brand Network<br />Image-Mayborn school is nationally accredited and valuable <br />Marketing Objectives<br />Increase number of in-coming student applications and increase students’ selection of this school even after accepted into competing programs also <br />Keep current users by maintaining satisfaction<br />Increase number of incoming transfers, new applicants, and 1st time prospects <br />Marketing Communication Tactics<br />Direct marketing, event marketing, advertising and public relations<br />Direct marketing, advertising, and public relations<br />Direct marketing, advertising, and public relations<br />
  14. 14. Building the Database<br />Where we will collect data <br />The school’s current database<br />Current and past enrollment information <br />Local listing information<br />High school graduate information<br />Responses from events and emails<br />Other relevant lists we find<br />It will be built and applied to up-to-date relational database software (i.e. Microsoft Access)<br />
  15. 15. Maintaining the Database<br />Data hygiene<br />Keeping the data clean and up-to-date<br />Ensuring that the new database has value and is effective by reaching the right people with the right information<br />Cleansing data will help improve ROI (return on investment) by ensuring money is not wasted on sending mail to incorrect addresses <br />The key to maintaining clean data<br />Cleanse data regularly<br />Merge/purge repeat data<br />Correct typos <br />Address standardization<br />
  16. 16. Media Suggestions<br />Direct Mail<br />Physical mail (postcards, envelopes, etc.)<br />Email<br />Advertising<br />Local radio<br />Print in relevant publications<br />Billboards<br />Public Relations<br />Local community involvement<br />Accreditation <br />Event Marketing<br />Job Fairs<br />Recruitment at events<br />
  17. 17. Media Suggestions (cont)<br />Social Media<br />Facebook<br />Page with friends, focus on students and alumni<br />Post updates and blogs<br />Send messages<br />Post updates on status<br />Ning<br />Create an official social network<br />Twitter<br />Recruit followers<br />Post updates as Tweets <br />YouTube<br />Students and others can post videos about Mayborn school, values, and simply put the word out there about the school.<br />
  18. 18. Why This Media?<br />Direct mail<br />Highly targeted to the individual<br />More personal level<br />Local radio<br />Reaches the second most people for a dollar<br />Print<br />Magazines, newspapers and yellow pages<br />Reach people who are in the market<br />Tight targeting<br />Little waste <br />Billboards <br />Reach more people per dollar than any other area of advertising<br />Public relations<br />Free advertising when done right<br />Good word of mouth<br />Event marketing<br />Connect with targets on a face-to-face basis<br />Collect information <br />
  19. 19. Why Social Media?<br />60% of Americans use social media<br />93% of them believe a company should be present in social media<br />It builds consumer loyalty by building a community where visitors will talk to Mayborn and talk to each other<br /> It is a way to get direct feedback from real people about specific subjects on the spot <br />Will allow Mayborn to respond to feedback immediately and as needed<br />
  20. 20. Tools to Measure Success<br />For Advertising <br />Google Analytics<br />Listening to people<br />Changes in enrollment <br />Polls and surveys<br />For Public Relations<br />Google Trends<br />Listening to people (public attitude)<br />Polls and surveys<br />For Social Media<br />Traffic<br />Interaction<br /> Activity <br />
  21. 21. Helpful Resources<br />Mayborn: http://www.jour.unt.edu/<br />Ogilvy Public Relations Worldwide: http://www.ogilvypr.com<br />Interesting Ways to Use Google Trends: http://blog.ogilvypr.com/2009/01/creative-ways-to-use-google-trends/<br />Google Analytics: http://www.google.com/analytics<br />Google Trends: http://www.google.com/trends<br />Entrepreneur (media research): http://www.entrepreneur.com/advertising/adcolumnistroyhwilliams/article64738.html<br />Building Customer Loyalty on the Social Web, Powerpoint by Michael Brito and Becky Carroll <br />Blog: http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success<br />

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