This campaign was created as a group project for the Southern Collegiate Leadership Conference.

1. Southern
Collegiate
Leadership
Conference
Allie NeSmith
Ashleigh Harvey
Brooke Bahorich
Regan Baumgartner

2. Core Problem & Opportunity
The core problem for this campaign is that the attendance rate of the Southern Collegiate Leadership
Conference has remained steady, at 250-300 attendees each year, since 2011. There is an opportunity
to educate, encourage and make students across the Southeast region aware of this conference,
increasing the amount of students attending the annual conference, by October of 2019.

3. Situation Analysis:
● Currently, most students attend SCLC due to academic requirement
● How can we increase the attendance rate…? What will attract Students to
attend the conference by their own free will…?
○ Increase marketing strategies
■ Further discussed in strategies and tactics
○ Obtain relatable key-note speakers
■ Further discussed in Focus group results

4. Goals:
● The main goal for hosting the Southern Collegiate Leadership
Conference is to achieve effective communication by
increasing public support and attendance of students among
the Southeast region.
● In order to reach the level of effectiveness the conference
utilizes an integrated theoretical approach to learning, service
and leadership.
● Ultimately to empower students to become active, global
citizens that make a positive impact.

5. Objectives:
1. Increase attendance by 15% among students at the Southern Collegiate Leadership
Conference by October 1.
2. Increase public support and outside sponsorship by 10% by September 30.
3. Create awareness of the Southern Collegiate Conference to facilities and staff to
encourage students to participate by September 2019.

6. Strategies & Tactics:
Students: For them to interact and partake in the leadership event to increase
experience in leadership skills and personal development.
Tactics:
● Disperse infographics / fliers throughout campus and classrooms
● 10 minute Powerpoint presentations for classrooms / Greeklife
● Email past attendees offering 10% off

7. Infographic:

8. Strategies & Tactics Cont.
Faculty and Staff: Inform and educate students at GSU and other schools in the
Southeast region about the benefits of the conference and incentives it has to
offer
Tactics:
● Give infographics to professors to pass along to students
● Send emails to faculty and staff to encourage promotion of the
conference.

9. Strategies & Tactics Cont.
Sponsors: Gain additional sponsorship by emailing and calling businesses that fit
best with the purpose of the conference. (ex: lawfirms)
Tactics:
● Email pitch & Cover Letter
● Offer incentives (include their name on infographics / presentations)
● Meet with potential sponsors to educate them

10. Cover Letter Ex:
● A formal letter to potential sponsors and donors
● Will be included along with the Email pitch
● Why?
○ Explains are purpose on a more detailed level
○ Makes our cause more personable
○ More formal/ professional

11. Key Publics
Primary Audience: Students
● Since the conference is directed towards college students across the
Southeast, students make up the primary audience for this campaign
● Student led Organizations: play a significant role in encouraging students to
attend and participate in college events
● Student Organization themes: academics, community service, sports, student
government, and Greek life.
● Influentials: classmates, friends, advisors, professors
● self -interests: personal development, leadership skills

12. Key PublicsSecondary Audience:
Faculty and Staff
● Faculty and staff have a significant influence on undergraduate students
● This key public would be able to promote and highlight the benefits students would receive from
attending the conference
● Influentials: Students, fellow faculty and staff, Dean of Students, President of GSU, parents
● Self-Interests: Professional reputation, educating students
Sponsors
● Sponsorship is a fast-growing form of marketing that refers to the financial support of a brand or business
that can be used to reach objectives and campaign goals
● Georgia Southern University gives the conference $2000, so seeking public support would offer a
significant advantage
● Influentials: Peers, community leaders, employers, employees
● Self-Interests: Business reputation, clients, involvement in community, involvement with educational
facilities

13. Secondary Research
Case Study
● 2016 study where 76 respondents answered an internet survey about
conference attendance
Key findings:
● 2 main factors that influence attendance: the role of the conference and the
location of the conference
● Participants were looking for beneficial reasons to attend conferences
● Study concludes with ideas of marketing strategies:
- include as much as possible in registration fees
- Create times and places for social interaction
- Offer incentives
- Host events emphasizing career development

14. Secondary ResearchEmail Marketing:
● The most common forms of marketing an event campaign include email marketing, social
media and mailers
● It is a low cost, high impact form of marketing
● This would allow each key public to receive at least one email regarding the conference
Faculty and Staff influence of students:
● Studies repeatedly show that Faculty and Staff have a significant influence on thier students
● Common strategies and goals used by faculty and staff to encourage success amoung
students include: developing and committing to a common vision, aligning student success
efforts, building a culture of evidence that is cohesive with the universities goals, creating a
supportive environment, understand the power of effective communication, support their
students and work to make their student success clear and accessible

15. Focus Group:
Main findings
● Have never heard of the conference/ would not attend a conference in Savannah
● utilize social media (Twitter & Instagram)
● Send out emails to Faculty & staff AND students
● Have more hands-on workshops
● Obtainable & relatable keynote speakers
○ Students want knowledge that will help them succeed in life

16. Survey:
Survey Results
● 52 responses
○ 3 freshmen, 4 sophomores, 19
juniors, 25 seniors
● 24 of 52 participants have heard of
the SCLC
● 2 of 52 respondents would be more
likely to attend SCLC in Savannah
○ 22 responses = maybe

17. Budget:
● GSU only provides $2000 to go towards the Conference.
● Sponsors
● Budget will be used for creating public awareness, inform and educate
students. (presentation/infographics used to do such)

18. Calendar: