IFP

CASE STUDY
Alex Magoon, Account Executive
Kyla Brinkely, Junior Account Executive
Megan Robertson, Creative Director
James Walker, Copywriter
Danielle Grinzaid, Strategic Planner
Reynolds Rogers, Social Media Strategist

TABLE OF CONTENTS
Meet the Team
Meet IFP
Executive Summary
SWOT Analysis
Creative Brief
Target Audience
Competitive Analysis
Problem & Communications Goal
Goals, Objectives, and Strategies
Evaluation
Public Relations
Social Media
Creative Tactics and Executions
Measures of Success
Appendix
1
1
2
3
4
5
6
8
9
10
12
13
14
23
24

1
MEET THE TEAM (FEAT. PET ROCKS)
MEET IFP
The Interdisciplinary Field Program is a UGA
summer study program that specializes in
teaching students about the landscape of
the American West from a geological and
anthropological point of view. UGA IFP comes
from a tradition of field programs for geology
students to see landscape and geological
formations up close, but the UGA IFP has always
been open to all majors since its inception over
30 years ago. Originally an honors program, the
IFP has become open to all students, as well
as expanding the types of classes offered. IFP
features over 20 stops at different national
parks, landmarks, and cities in the American
West, and is the most comprehensive non-
abroad study program UGA offers. With over
ten potential course options, students who
join the IFP are guaranteed a full semester’s
worth of credit hours. But more than a scenic
trip or a study filled semester, the IFP is an
experience that former students never cease
to cherish; it is the most life changing road trip
you’ll ever take.
Alex Magoon, Account Executive
Danielle Grinzaid, Strategic Planner
Reynolds Rogers, Social Media Expert
Kyla Brinkley, Junior Account Executive
Megan Robertson, Art Director
James Walker, Copywriter

2
EXECUTIVE SUMMARY
T H E P R O B L E M
The UGA Interdisciplinary Field Program is an eight-week trip beginning in June that
sends students traveling throughout the American West earning up to 15 credit
hours. Established in 1988, the program was originally open to all honors students and
has since opened to any student at UGA, and even at other universities. However, in
recent years, the IFP has had difficulties getting students to sign up for the program.
Competition from other, more glamorous study abroad programs, as well as low
awareness of the program have the IFP and its student enrollment.
T H E S T R A T E G Y
We began by rebranding the IFP and creating specific guidelines including which colors,
fonts and layouts to use for materials promoting the IFP. After several iterations we
designed a logo that fit the client’s needs and the new brand guidelines. Their social
media presence was also lackluster, so we worked with the IFP team to make guidelines
for Twitter, Instagram, and Facebook posts. Our most ambitious project was to help the
IFP make new materials for the Tate Art Wall that gave an overview of the program. They
were up on display for two weeks, and can be reused for the next few years.
T H E I M P A C T
The IFP received a total of 42 applications by the March 4 deadline, with 23 fully
completed, meeting the goal of 18 applications and exceeding it with a waiting list
of five students. The UGA IFP Facebook page went from 111 like to 289 likes (160%
increase), and Instagram followers increased by 75% over the course of our campaign.
The average attendance of information sessions also increased from 3–7 attendees
to 7–15 attendees (~218% increase), and interactions such as students signing up
for mailing lists at those sessions increased as well. Overall, we met the IFP’s goals of
extending their presence to students and exceeded those goals in some instances,
such as students registering for the program.

3
SWOT ANALYSIS
- Well-established program, has been offered at
UGA since 1988
- Only program of its kind in the nation
- HOPE and other scholarships apply
- Program is open to any student, and allows them
to earn full semester of course credits in an
eight-week period
- Allows students to be interactive and experience
hands-on education
- Students get an “outdoor classroom” while
camping, hiking and exploring national parks,
monuments, and cities
- Open to students from other universities, and
offers them in-state tuition prices
- Other similar programs and clubs are better known
by the student body
- Students may have other obligations such as
Greek life, jobs, internships, etc.
- Expense of the program may not be obtainable or
realistic for some students
- Studying abroad can seem more appealing than
studying domestically due to exoticity and
cultural opportunities
- Testimonies and pictures from students who
have been on the trip available for advertising
purposes
- Ability for students to receive 14-15 hours of
credits in a eight weeks
- New addition of creative writing course
- On-campus presence offers large reach and the
chance to interact directly with current and
prospective students
- The use of media outlets, particularly social
media, can boost awareness across campus
- Weak social media presence
- Low awareness of the program on campus
- Similar program cost to other study abroad
programs; can be off-putting to some who think
traveling domestically should come at a lower
cost
- May be considered less glamorous than most
study abroad programs due to level of physical
activity that is involved
- Although offered to all students, IFP is most
appropriate for underclassmen who need to
complete core credits
S T R E N G T H S W E A K N E S S E S
O P P O R T U N I T I E S T H R E A T S

4
CREATIVE BRIEF
K E Y F A C T
UGA IFP is the most extensive study summer program
available for UGA students, offering 14-15 credit hours in
only eight weeks while traveling the American West.
P R O B L E M
Since 2006, participation in the program has steadily
declined. From when the program began in 1988 through
the early 2000s, an average of 20 students have
participated each year, with a peak of 24 students. In
recent years, with the introduction of popular study abroad
programs and a weak online presence, participation has
been as low as eight students last year.
O B J E C T I V E S
- To obtain a waiting list of at least six students after the
initial application process by March 4, 2016.
- To increase the number of Instagram followers to 100 by
March 4, 2016.
T A R G E T A U D I E N C E
Students at UGA, specifically underclassmen (freshmen
and sophomores), but not limited to them. The program
welcomes incoming freshmen, outgoing seniors, students
of all majors, and even students from other universities.
I N S I G H T S
“I’m a first year student at UGA. I love the outdoors and
learning about nature, but I don’t have much experience
with hiking and camping. I’ve only completed a few of my
core classes, and I have nothing to do this summer.”
P R O M I S E
Everything the light touches is your classroom.
S U P P O R T
- The IFP offers 14-15 credit hours in eight weeks: one full
semester of credit, and stops at over 20 national parks
and sites.
- The trip also has 8 unstructured days in major cities and
combines elements of road trips, camping, and hiking to
create an unforgettable summer adventure.
- Students learn about each location they visit during the
trip with interactive projects.
T O N E & M A N N E R
The language of advertising and marketing materials
for the IFP should be lively, fun, and bold. One of IFP’s
strongest suits is its propensity to word-of-mouth
advertising; promotional materials should reflect that it
will often be seen in the context of friendly communication
among peers. We’re not speaking to a target audience;
we’re talking to friends.
M A N D A T O R I E S
- Logo
- Website
- Social media links/icons
- Application due dates
M E D I A A N D
C O M M U N I C A T I O N V E H I C L E S
- Social media
- Instagram
- Facebook
- Website
- Bus posters
- Tabling
- Tate poster wall
- Guerilla marketing

5
TARGET AUDIENCE
One of the Interdisciplinary Field Program’s goals
is to raise awareness among UGA students as
a whole (see Appendix: Survey Results for key
findings on brand awareness). Particularly, our
main target audience is lowerclassmen who are
majoring in geology, ecology, anthropology or any
major similar to those studies. This specifically
will include incoming freshmen, current freshmen
and sophomores, who preferably enjoy outdoor
We will also be targeting students with interests/
majors other than those of our primary audience.
IFP offers the program to incoming freshman up
until outgoing seniors of any major and we want to
integrate this audience as much as possible.
P R I M A R Y A U D I E N C E
S E C O N D A R Y A U D I E N C E
experience. This is also the age group that needs
to complete their core classes. Although this age
group is not the only group that can participate, IFP
has potential to grow immensely if targeted.
As a team, our goals, objectives and strategies
will be focused specially on the students at UGA.
Through social media interaction, events and
promotional materials, we hope to bring extensive
amount of awareness and growth to the program.

6
COMPETITIVE ANALYSIS
IFP allows students to earn 14-15 hours of class credit in
eight weeks while traveling through the Western United
States, allowing them to learn about each location through
immersive projects and activities. Since IFP began, study
abroad programs have gained popularity, allowing students
to take courses in other countries. IFP hopes to emphasize
the novelty of our own home by competing with these
programs.
There are a variety of programs that compete for the
same participants as IFP. The programs that pose the
most threat are UGA Costa Rica and UGA at Oxford. In
order to achieve a dominant presence among summer
programs, IFP must utilize its unique qualities to appeal
to students who would otherwise choose a competitor
program.
U G A A T O X F O R D
1. Branding
a. Current advertisements
b. Past campaigns
c. Promotional activity: study abroad fair,
minimal Instagram activity, only closed
Facebook groups about past trips already
taken (no public page)
2. Media placement
a. Ads are mostly print: Posters on buses/around
campus/emails
b. Tabling at Tate and MLC.
c. Info sessions during freshman orientation
3. Target market
a. Humanities, sciences, international affairs,
business, communications, law and more
b. Sponsored through Franklin College, but open
to all majors
4. Products/services
a. Usually worth 12 credit hours: two intensive
seminars + two Oxford tutorials
b. Spring/Fall semester: $7,900 plus twelve
hours in-state UGA tuition and fees. Room,
most meals, study abroad insurance, Oxford
fees, and associate membership at Keble
College. No airfare
c. Summer: $6,400 plus in-state UGA tuition
and fees. Oxford and Trinity College fees,
room, most meals, study abroad insurance,
and class excursions. No airfare.
d. Junemester: $2,100 plus six hours in-state
UGA tuition and fees. Housing at the UGA at
Oxford (June 9 – June 24), class excursions,
study abroad insurance, and program
activities. No airfare
5. Social Media
a. Instagram: 15 followers, only 4 posts
b. Facebook: no official page
c. Content: Oxford tailgating photos
d. Engagement: 1-5 likes
6. Are they doing anything else unique
that sets them apart?
a. Basically they have prestige and age on their
side. Oxford is known for its 25 year existence
with UGA and is immediately introduced to
incoming freshman via orientation.

7
COMPETITIVE ANALYSIS
U G A C O S T A R I C A
1. Branding
a. Outdoor appeal similar to IFP but is located in a
foreign country
b. Known for sustainability, can contribute to
helping the environment while attending the program
2. Media placement
a. Website: Well done and easy to navigate
includes strong FAQ section
b. Blog that is posted to frequently and
shared on social media sites such as Facebook.
c. Advertisements/Promotions: Posters spread
throughout UGA campus as well as tabling
sessions held in designated areas on
UGA campus (MLC and Tate Center). Mostly
print advertisements.
3. Target Market
a. Students ranging from freshman-senior age, who enjoy
the outdoors and want to explore different cultures.
4. Products & Services
a. 25 Programs, 35 different majors offered, 9 colleges
b. Six credit hours offered
c. Satellite campus for UGA
d. HOPE Scholarship applies for those that are
eligible, out-of-state students pay regular
out-of-state fees; scholarships and financial
aid available.
e. Spring/Fall semester: $5,750
f. Maymester: $2,645
g. Summer: $3,295
5. Social media
a. Very strong and updated frequently
b. Instagram: 628 followers
The UGA Costa Rica page is regularly updated.
c. Facebook: UGA Costa Rica page has 2,508
likes. The UGA Costa Rica Facebook page is
updated frequently.
d. Twitter: UGA Costa Rica has 361 followers
and the page seems to be updated frequently.
C O R T O N A , I T A L Y
1. Branding
a. Facebook posts including ads and pictures
from past trips
b. Study abroad fair
c. Minimal Instagram activity, old Vimeo account
2. Media placement
a. Mainly Facebook
3. Target market
a. Art, English/Italian, architecture, interior
design majors; science maymester
4. Products/services
a. Upper level art history requirement,
semester abroad usually totals to 12-13
credit hours, 3 class requirement over
summer, specific housing for UGA
students
b. Spring/Fall semester: $16,000
c. Summer: $10,000
d. Maymester: $6,000
5. Social Media
a. Facebook: 2,400 followers
b. Instagram: 50
c. Vimeo: >10
d. Content: A few ads about study abroad
fair and application due dates. Mainly just
pictures from past trips.
6. Are they doing anything else unique
that sets them apart?
a. No, only their recent social media posts
are on Facebook, but nothing stands out
as unique/innovative. The location is the
main draw to this program.
All tuition information and social media metrics were
collected in February 2016.

8
PROBLEM AND COMMUNICATION GOALS
Julia Cox is a research professional in the
UGA Geology Department. She coordinates
the IFP program and teaches on the eight-
week trip every year. There are also staff
members who contribute to and attend the
trip as well, but most of them vary from
year to year. There are also current and
former students who have attended IFP and
assist in holding information sessions and
contributing to promotional efforts. The
two student workers who assist Julia most
often this year are James Moy and Caroline
Flournoy. We interact most with Julia, our
client contact, for Creative Consultants and
Talking Dog information and decisions.
So far, the Interdisciplinary Field Program has
used a mixture of digital and traditional media
to reach its audience. IFP has utilized tabling,
word of mouth, posters distributed around
campus, advertisements on buses, and
information sessions to increase awareness
and encourage students to apply. They are
also present on social media platforms such
as Facebook, Instagram and Twitter.
However, when we took on the
Interdisciplinary Field Program as a client,
they were experiencing an all-time low in
number of applicants to the program, with
only eight applying the previous year. Our
research showed that awareness on campus
was so low that students weren’t familiar
with “Interdisciplinary Field Program” or
“IFP.” Our work was cut out for us, and we
developed a set of goals and strategies for
the year we would be working with IFP, as well
as a system for evaluating whether or not we
met those goals.
Our creative focus was to target the
student body as a whole with social media
and Tate Art Wall posters, and targeting
underclassmen with flyers and posters in
their dorms and other buildings on campus
with a high level of traffic from freshmen. We
decided to eliminate print ads from buses,
considering their low impact (see Appendix:
Survey Results for key findings on attention
paid to ads on UGA buses).

9
GOALS, OBJECTIVES, AND STRATEGIES
Objective: Have at least 18 students signed up to
the IFP by March 4th, 2016 and have a waiting list of
at least eight more students.
Strategy 1: Increase campus presence through
redesigned flyers, posters and brochures.
Strategy 2: Hold more well-advertised information
sessions about the trip involving both the IFP
director and former students from the trip.
Strategy 3: Utilize the Tate Student center Art wall
with newly designed posters including pictures of
former students from the trip along with information
about the trip itself.
Objective: Increase following on Facebook,
Instagram and Twitter by >20% by April 2016.
Strategy 1: Make regular posts (multiple times a
week) to all platforms throughout the year, not only
during the summer, utilizing tools like Hootsuite.
Strategy 2: Have students who went on the trip
previously post about their experiences.
Strategy 3: Make short, informative and creative
videos about planning and getting ready for the trip.
Strategy 4: Post parental feedback about the trip
during key times such as breaks and the summer.
Objective 1: Increase awareness of the IFP among
UGA’s student body by 25% by April 2016
Strategy 1: Rebrand the IFP's visual identity to
appear more appealing and outgoing
Strategy 2: Increase the social media presence of
the IFP on Facebook, Instagram and Twitter
Strategy 3: Hold more events on campus related to
the IFP (tabling, info sessions, etc…)
Objective: Create a new, more appealing visual
identity and set of guidelines for promotional and
internal use by the IFP for at least 5 years by the
end of April, 2016.
Strategy 1: Redesign all promotional material
including the logo, flyers, posters, brochures and
goodies.
Strategy 2: Create a uniform brand image to be used
by all IFP promotional materials including a set of
standard colors and a tone of advertising
Strategy 3: Make large posters for use at the Tate
Art Wall incorporating the new branding guidelines
that can be reused every year.
Increase the number of students who
apply to the IFP for summer 2016
G O A L 1
Increase social media presence,
followers, and engagement
G O A L 2
Increase general awareness of the IFP
among UGA students
G O A L 3
Establish visual brand assets and
brand guidelines for the IFP
G O A L 4

10
EVALUATION QUESTIONS
Objective: Did we get at least 18 students signed
up to the IFP by March 4th, 2016 and have a waiting
list of at least 8 more students?
Strategy 1: Did we improve campus presence with
redesigned flyers, posters, and brochures?
Strategy 2: Did we hold more well-advertised
information sessions about the trip involving both
the IFP director and former students from the trip?
Strategy 3: Did we utilize the Tate Student center
Art wall with newly designed posters including
pictures of former students from the trip along with
information about the trip?
Objective: Did we increase following on Facebook,
Instagram and twitter by >20% by April 2016?
Strategy 1: Did we make regular posts (multiple
times a week) to all platforms throughout the year,
not only during the summer, utilizing tools like
Hootsuite and Buffer?
Strategy 2: Did we have students who went on the
trip post about their experiences?
Strategy 3: Did we make short, informative and
creative videos about planning and getting ready for
the trip?
Strategy 4: Did we post parental feedback about
the trip during key times such as breaks and during
the summer?
Objective 1: Did we increase awareness of the IFP
among UGA’s student body by 25% by April 2016?
Strategy 1: Did we rebrand the IFP to be more
appealing and outgoing?
Strategy 2: Did we increase the social media
presence of the IFP?
Strategy 3: Did we hold more events on campus
related to the IFP?
Objective: Did we create a new, more appealing
brand and set of advertising guideline for use by the
IFP for at least 5 years by the end of April 2016?
Strategy 1: Did we redesign all promotional material
including the logo, flyers, posters, brochures and
goodies?
Strategy 2: Did we create a uniform brand image to
be used by all IFP promotional materials including a
set of standard colors and a tone of advertising?
Strategy 3: Did we make large posters for use at the
Tate Student center incorporating the new branding
guidelines that can be reused every year?
Increase the number of students who
apply to the IFP for summer 2016
G O A L 1
Increase social media presence,
followers, and engagement
G O A L 2
Increase general awareness of the IFP
among UGA students
Establish visual brand assets and
brand guidelines for the IFP
G O A L 4G O A L 3

11
EVALUATION WORKSHEET
This objective was accomplished. We received a
total of 42 applications to the IFP by March 4 with
23 applications completed, leaving a waiting list of
five students. In the 2014-2015 school year, the
IFP received 14 total applications. We were able to
accomplish this by improving IFP’s campus presence
with improved flyers, posters and brochures. We
held more well-advertised information sessions
about the trip involving both the IFP director and
former students from the trip. We also utilize the
Tate Student Center art wall with newly designed
posters including pictures of former students from
the trip along with information about the trip.
This objective was accomplished because Facebook
likes increased from 111 likes to 289 likes and
Instagram followers increased from 80 to 140.
We have more than doubled the amount of likes
on Facebook and just about doubled the amount
of followers on Instagram. We made regular posts
(multiple times a week) to all platforms, utilizing
tools like Hootsuite and had students who went on
the trip post about their experiences as well.
This objective has not been accomplished. We
have not yet conducted our final survey but we are
confident that we have rebranded the IFP to be
more appealing and outgoing. As previously stated,
we also increased IFP’s social media presence and
we also held more events on campus related to
the IFP, with average attendance at information
sessions increasing from 3-7 students to 7-15.
This objective was accomplished before the April
deadline. We redesigned all promotional materials
including the logo, flyers, posters and brochures. We
also provided ideas for goodies (like key chains) to
be used in future implementations of our campaign.
We also created a uniform brand image to be
used by all IFP promotional materials including a
set of standard colors and a tone of advertising.
We also made large posters for use at the Tate
Student Center that incorporate the new branding
guidelines. They can be reused every year.
Did we have at least 18 students signed up to
the IFP by March 4, 2016 and have a waiting
list of at least 8 more students? Was this
accomplished? Why or why not?
G O A L 1
Did we increase following on Facebook,
Instagram and twitter by >20% by the end of
April, 2016? Was this accomplished? Why or
why not?
G O A L 2
Did we increase awareness of the IFP among
the student body of UGA by 25% by the end
of April, 2016? Was this accomplished? Why
or why not?
Did we create a new, more appealing brand and
set of advertising guideline for use by the IFP
for at least 5 years by the end of April, 2016?
Was this accomplished? Why or why not?
G O A L 4G O A L 3

12
PUBLIC RELATIONS
T H E I F P I N U G A Z I N E
Kyla Brinkley, our Junior Account Executive, currently writes for UGAzine, a student lifestyle magazine
at the University of Georgia. The spring issue’s topic was travel, and we immediately thought that the
IFP would be a great topic for an article. We decided to write a profile so that we could focus on one
student’s experience in the program. The members of the IFP team who we have worked with closely
told us that one of them would be interested in being interviewed for the piece. We met with Meredith
Brasher, and she was able to give us a detailed account of her experience. The editors at UGAzine
especially liked the piece because we were able to accompany it with stunning photos that Brasher
took herself.

13
SOCIAL MEDIA
Our social media expert, Reynolds Rogers, has worked
closely with Julia and her team to share the responsibility
of posting content on all IFP social media platforms (see
Appendix: Interview Results). Working with the IFP team
as Creative Consultant’s social media consultant, we
collaborated to come up with a strategic plan to boost
‘likes’ and followers. Since most college students are
smitten with Instagram, we decided to use that as a
home base for improvement. IFP is a trip submerged in
the essence of nature, meaning that their trip photos
are incredible and perfectly suited for an aesthetically
pleasing Instagram account. The strategy we came up with
together was to decide upon a variety of hashtags that
they could choose from for daily posts. The Facebook was
to remain similar but with additional content on a more
regular posting basis.The Instagram has gained significant
traction, with a large increase in likes and followers from
students and hiking- and nature-focused accounts as
well. The Facebook account, with mostly adult followers,
is used for posting articles and sharing the IFP blog.
IFP’s Tumblr account is where they share their version
of trip experiences and they release these postings on
the Facebook. Working with IFP on their social media
was a pleasurable experience as they agreed to take our
experise while adding their own flare to what the posts
would consist of. Members of the IFP team update their
Facebook and Instagram everyday and this consistency
has proven effective.

14
CREATIVE TACTICS AND EXECUTIONS
L O G O R E D E S I G N
Our first creative task was to redesign the logo IFP was
using. We initially took it in a whole new direction, using a
van packed with bags to emphasize the road trip aspect of
the truck. However, the client eventually decided that they
would prefer a logo focusing on the nature element of the
program, as their initial logo did. The van was repurposed
as an icon, and we moved on to a more illustrative version
of their old logo with more appropriate typography.
Initial logo
First proposed logo
IFP’s announcement
of their new logo on
social media.
Final revised logo

15
I C O N D E S I G N
The four tenets of IFP used to market and explain it to
potential students of the program are Hike, Camp, Travel,
and Learn. When the client decided that the van logo was
not what they had imagined, they expressed that they still
wanted to use it in other ways. Thus, the idea of icons for
each aspect of IFP was born. After tweaking the van to be
more minimal and recognizable at a small scale, we moved
on to Camp, Hike, and Learn with a tent, a hiking boot, and a
pair of binoculars.
Travel
Learn
Hike
Camp

16
B R A N D G U I D E L I N E S
After creating a set of visual assets for the IFP brand,
it was our responsibility to outline the brand guidelines.
These will help make those assets sustainable and
cohesive across all the mediums in which they’ll be
used throughout their lifetime. The guidelines include
information on colors, typography, and appropriate (and
inappropriate) uses of the logo.
COLORS
TYPEFACES
HEADERS
LOGO
BODY
ACCENT LIGHT GREY | PANTONE 7543 U
UNIVERS | BOLD CONDENSED
white on red or black on white Headers and headlines are set in uppercase Univers Bold
condensed, knocked out of a stripe set in Pantone 185 U.
The type and the banner are sheared at 8° or -8° only.
“IFP” and “Est. 1988” are set in
Modern No. 20, and this typeface
is not to be used anywhere else in
the visual identity.
“Interdisciplinary Field Program” is
set in Cooper Hewitt, all caps.
Body text is to be set only in black
or white, non-hyphenated.
MODERN NO. 20 | REGULAR
black
COOPER HEWITT | BOOK
black
COOPER HEWITT | LIGHT
white or black
BRIGHT RED | PANTONE 185 U
ACCENT DARK GREY | PANTONE 7546 U
DARK BLUE | PANTONE 313 U
LIGHT BLUE | PANTONE 635 U
MOSS GREEN | PANTONE 7484 U
HEADERS
For heavily featured and recurring elements in promotional and
internal artwork, only these colors are to be used. However, due to the
scope of the materials, additional complementary colors are allowed
at the designer’s discretion. Percentage tints of these Pantone
swatches are also permitted.
EXCLUSION ZONE
At any size of reproduction
or reduction, the logo has an
exclusion zone the size of two
“R’s” in the typeface at that size.
No other type or graphic elements
are to be placed in that area, and
the logo should be any closer to
the edge of any border than this
space.

17
G E T A B I G G E R C A M P U S
Because one of IFP’s strongest assets is the students
who have been on the trip and act as spokespeople, their
info sessions are the best way to inform students about
the trip. One of our goals throughout the year was to
increase attendance at these info sessions, leading up to
the application deadline at the end of March.
Our primary way of driving traffic to these meetings was
with a social media and flyer campaign advertising them.
These materials featured photography around the UGA
campus with former IFP students dressed in exaggerated
hiking gear. The concept was to contrast the wanderlust
that motivates students to travel and explore with the
sense of being trapped on campus.This mini campaign
helped us both with driving traffic to info sessions as well
as increasing overall awareness of the program.
When the American West
is your classroom, your
typical hike to class pales
in comparison. The IFP will
take you on an eight-week
road trip to the west coast
and back. Need a cure for
your wanderlust?
Info session on Nov. 18
at 6pm in Geology 142.
Learn more at
ifp.uga.edu
Learn more at
ifp.uga.edu
Info sessions on
Feb. 3 and Feb. 24 at 6pm
Geog-Geol Building, Room 142
Social media post about November info session
Flyer for February
info sessions

18
When the American West is
your classroom, Herty Field
looks a little less impressive.
The IFP will take you on an
eight-week road trip to the
west coast and back.
Got wanderlust?
Learn more at
ifp.uga.edu
YELLOWSTONE HAS 300.UGA HAS ONE GEYSER.
Info sessions on
Feb. 3 and Feb. 24
at 6pm in Geog-
Geol, Room 142
Flyers for February info sessions,
distributed in dorms, the student
center, and various other buildings
across campus

19
T A T E A R T W A L L
In an effort to reach students during the “last push”
before applications for the program were due, the IFP team
had already reserved the Tate Art Wall for promotional
materials before we partnered with them. The reservation
was from February 18 to March 15, overlapping the
deadline for the applications. The posters for this wall
emphasized the four tenets of IFP: Hike, Camp, Learn, and
Travel. There was also a map of the route they take on the
trip and a set of national park posters as a tribute to the
100th anniversary of the National Park Service, all of which
the IFP team already had from previous installations.
Posters mounted on the Tate Art Wall,
which hundreds of students and
faculty see every day.
“Logo” poster featuring website, social media,
and the four icons developed for the program

20
Two of the four posters focusing on specific aspects of
the program. We revamped the copy from their previous
posters and focused on a collage style of using photos. All
photos were taken by students or staff on the trip and
edited by us.

21

22
B R O C H U R E
Once students have become aware of the IFP, they need
more in-depth information before deciding whether or not
to attend an info session. This is where the reinforcement
of students tabling comes in; if a passerby wants more
information, they can pick up a brochure and, if they’re so
inclined, ask questions of the students manning the table.
Our task was to redesign the brochure to match their new
branding. They also wanted to cut down the word count,
giving IFP prospects the same information in less time.
Front
Back

23
MEASURES OF SUCCESS
2014-2015
14 total
2015-2016
42 total
200% increase
- 31 from University of Georgia students
- eight from out of state
- two from other Georgia universities
- one from Georgia high school
Before campaign
3-7 Individuals per session
After campaign
7-15 Individuals per session
More than half of the people who attended the
information sessions expressed that they heard
about it through flyers on campus.
Facebook
Before: 111
After: 289 Likes
160% increase
Instagram
Before: 80
After: 140 Followers
75% increase.
S O C I A L M E D I A N U M B E R O F A P P L I C A N T S
I N F O S E S S I O N A T T E N D A N C E
NOW WE HERE.
STARTED FROM THE BOTTOM

24
APPENDIX
D A T E S T R A T E G Y C O S T
Weekly social media updates/posts
Reach out to IFP alum for blog posts -
preferably two per month
Host focus group
Continue blog posts (2)
Organize info session
Roll out redesigned promotional materials
Tate art wall materials ready for approvals
Deadline for applications is March 4, 2016
Print and mount Tate art wall materials
Weekly social media posts
Prepare IFP staff to continue social media
presence and have promotional materials
at orientation throughout the thru session
November
December
January
March
February
April
$0
$0
$0
$0
$0
$0
$0
$0
$130
$50–$75
$0
$0
$30
$0
$100
$0
$0
$0
$0
$0
$0
$50–$75
$0
$0
$0
TOTAL
TOTAL
TOTAL
TOTAL
TOTAL
TOTAL
T I M E T A B L E A N D B U D G E T

25
APPENDIX
Survey administered to undergraduates at the University of Georgia in late October/early November
of 2015. The only requirement was that former IFP participants could not take it. 101 students
responded from a variety of majors and colleges. These are key findings.
Have you ever heard of IFP?
Yes No
Sounds
familiar
89.1%
4%
If yes, do you know what
the program entails?
Yes No
N/A
74.
Do you pay attention to
posters on bulletin boards?
Yes No Depends
Do you pay attention to ads on UGA buses?
Yes No Depends
Have you been to an IFP info session?
Yes No Depends
0%0%
Would you be interested in an info session?
Yes No Maybe
73%
21%
6%
S U R V E Y R E S U L T S

26
APPENDIX
Reynolds Rogers, our Social Media Expert,
interviewed James Moy and Caroline Flournoy
to scope out a plan for a social media revival,
considering the program does not have a strong
online presence. In the interview, James and
Caroline explained that they want more social
media presence and a plan to make posting more
organized and consistent. They want to work
together to make a new post each day while using
Reynolds as a consultant for tips and strategies
when it comes to social media. The IFP team wants
to not only inform the outside world of what IFP is,
but also to promote the beauty of nature primarily in
the American West. They want their followers to be
entertained as well as informed.
I N T E R V I E W R E S U L T S

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