Final Client Communication Plan  Cristina Garcia      4/21/09                                  1
TABLE OF CONTENTSSECTION 1: BACKGROUND                           1RESEARCH SYNOPSIS                               2SITUATI...
SECTION 1:BACKGROUND              3
RESEARCH SYNOPSISEnvironment         Alpha PRoductions was founded fall 1981 by students as part of a public relationscamp...
come out with a portfolio and the working knowledge of an actual campaign" (Echevarria,2007).Organization   Alpha PRoducti...
not have a set price for charging clients. Instead, the organization bases its compensation on anindividual project basis ...
the PR department office at 2083 Weimer Hall. A resume must be attached and submitted bymid-September (Hudder, 2007). Acce...
difficult to provide sufficient funds for PR work (Employment Situation Summary, 2009).Target Publics   The external publi...
survey. The second objective is to increase future clients by 30 percent by September 2010. Thelast and most important obj...
press releases and business letters. These documents charted the progress of each individualgroup, identified media of new...
The Gator Nation campaign, Emiliano‘s Café, Altrusa, The Disability Resource Center, TheHarn Museum, and Marce Guthier. Cl...
percent.   During the current academic school year, Alpha PRoductions used the following electronicoutlets such as UF‘s We...
ReferencesBrighton, J. (2009, February 1). (C. Garcia, Interviewer)Center for Student Activities and Involvement- FAQ. (20...
SITUATION ANALYSIS       Alpha PRoductions has an increased awareness of the need for real-world experience inthe public r...
the Knight Division, faculty and staff, and undergraduate students.       The most impacted internal segment by the brandi...
professional contacts in the form of people, entire corporations, and/or agencies. Students, whomake up the college can pr...
Factors working against:      Time restraints prohibit students from participating in the organization.      Publicity m...
ReferencesFaculty and Staff Memebers: College of Journalism and Communications. (2008, December 22).       Retrieved Febru...
TARGET PUBLICS SELECTION       The target publics and selected stakeholders include:                  University of Flori...
featuring student-informational workshops on the processes of creating and running studentorganizations effectively.      ...
program through serving as director, assistant director, account executive, and account associatein Alpha PRoductions. The...
PRSSA‘s alpha chapter is the second-largest organization in the nation responsible forcultivating a positive relationship ...
COMMUNICATIONS PLAN       Target publics: College of Journalism and Communications, Public Relations StudentSociety of Ame...
This strategy is designed to coordinate all forms of media into launching a rebrandingeffort. Rebranding Alpha PRoductions...
campaign.       #2: Establish a feedback form through e-mails, opening two-way communicationbetween both parties.       #3...
SECTION 2: TACTICS                 26
BIO SKETCH        Monica David is the director of Alpha PRoductions.        As the firm‘s director, David oversees all asp...
competition.       ―I have received so many offers from professions for public relations jobs because of myresponsibility ...
FACT SHEETWhat is Alpha PRodcutions?Alpha PRoductions, founded fall 1981 by students, provides local clientele with a 7 mo...
Is Alpha PRoductions nationally recognized?Yes, Alpha PRoductions was officially recognized as meeting nationally affiliat...
BACKGROUNDEROpening statement       Many public relations undergraduate students are unaware of Alpha PRoductions andtheir...
executive‘s work on a particular client. The current rate card establishes publicity such as abrochure to be valued at $10...
Implications   Alpha PRoductions rebranding would be a yearlong campaign. It would begin March 31,2009 until March 2010. D...
This, in turn, will affect possible members from joining. Members responsible for thiscampaign must be dedicated and commi...
ReferencesEmployment Situation Summary. (2009, February 5). Retrieved February 11, 2009, from Bureau       of Labor Statis...
Cristina Garcia                                                              2083 Weimer Hall PO Box 118400               ...
“Preparing for the Future Professional”                             2083 Weimer Hall· PO Box 118400· Gainesville, FL 32611...
The Web site, found at http://grove.ufl.edu/~alphapro, will be launched to kick off therebranding campaign.During this tim...
largest student-run firm in Florida sponsored by Public Relations Student Society of America,University of Florida‘s Alpha...
CONTACT INFORMATION:Monica David (Spokesperson)UF Alpha PRoductions Director2083 Weimer HallPO Box 118400Gainesville, FL 3...
It will feature a new logo, biweekly newsletter, and new advertisements.Monica David, Alpha PRoductions director, cannot w...
It will also feature a selection of past and current work material for all our clients.MULTIMEDIA ELEMENTS:               ...
University of Florida‘s Alpha chapter. Its purpose is to serve its members by enhancing theirknowledge of PR and providing...
PERSONALITY PROFILE: MONICA DAVID, ALPHA PRODUCTIONS DIRECTOR.        GAINESVILLE— The day she had been anxiously waiting ...
minutes felt like hours.       As she did not hear her name called, her confident feelings soon deflated intodisappointmen...
Coca-Cola and handle international relations for countries, preferably in Europe.       Awaiting her is a new challenge fi...
BROCHURE           47
SPEECHINTRODUCTION:       Good evening ladies and gentlemen. Thank you for your interest in Alpha PRoductions. Ihope every...
How can prospective account executives and associates be immersed in information regardingthis organization? Today, we liv...
   Can gain nation-wide popularity and become one of the PR program‘s staples.      Can help to get employers interested...
WEB SITE/INTERNET PLANNING SHEETTARGET PUBLICS                  University of Florida.                  The College of J...
Figure 1. Below is a description of each component in the flowchart.COPY POINTS FOR EACH PAGEAt the first level, the Web s...
Public Relations Student Society of America, University of Florida‘s Alpha chapter.      Its purpose is to serve its memb...
   Caribbean Conservation Corporation.      The Disability Resource Center.      Emiliano‘s Café.      Gainesville Spo...
SPECIAL EVENT PLANNING SHEETPURPOSE OF EVENTCreate publicity of Alpha PRoductions.TYPE OF EVENTInformation session.DATESWe...
It will be right next to 1088, The Communications Writing Center.       Please refer to Figure 1.1 for Alpha PRoductions‘ ...
6:15 p.m.: Purpose of event.          -Possible speakers and topics.6:30 p.m.: Assign roles to various members.          -...
   Financial situation. (Free -> Fee (yet to be determined)).              Requirements:                   o Resume.    ...
   Discusses experiences as account associate.             Displays work from her account she created and implemented.5:...
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Client Communications Plan

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This document addresses Alpha PRoductions Final Communications Plan as created and discussed by myself, a former board member.

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Client Communications Plan

  1. 1. Final Client Communication Plan Cristina Garcia 4/21/09 1
  2. 2. TABLE OF CONTENTSSECTION 1: BACKGROUND 1RESEARCH SYNOPSIS 2SITUATION ANALYSIS 12TARGET PUBLICS SELECTION 17COMMUNICATIONS PLAN 21SECTION 2: TACTICS 24BIO SKETCH 25FACT SHEET 27BACKGROUNDER 29PITCH LETTER 34NEWS RELEASE 35SOCIAL MEDIA RELEASE 38FEATURE STORY 42BROCHURE 45SPEECH 46INTERNET PLAN 49EVENT PLAN 53 2
  3. 3. SECTION 1:BACKGROUND 3
  4. 4. RESEARCH SYNOPSISEnvironment Alpha PRoductions was founded fall 1981 by students as part of a public relationscampaign class. ―It began as a small side project and eventually expanded to a separateorganization‖ (Hudder, 2007). It is nationally accredited and the largest student-run firm inFlorida sponsored by Public Relations Student Society of America, University of Florida‘s Alphachapter. The organization is the second largest in the nation. Alpha PRoductions was officiallyrecognized as meeting nationally affiliated PRSSA‘s student-run firm standards during the 2005-2006 academic year. Its mission statement is ―to serve its members by enhancing theirknowledge of PR and providing access to professional development opportunities and to servethe PR profession by helping to develop highly qualified, well prepared professionals‖ (Ramos,2008). ―This is the real deal, a real campaign to work on from beginning to end‖ (Pojomovsky,2006). Elena Echevarria, former president of Alpha PRoductions, said there is always a Catch 22when looking and applying for internships. "Employers only want interns with experience, but how do you get experience if youcant get an internship? With Alpha PRoductions, you come in with little or no experience and -more- 4
  5. 5. come out with a portfolio and the working knowledge of an actual campaign" (Echevarria,2007).Organization Alpha PRoductions structure is a three-tiered hierarchy. One director and two associatedirectors lead this management system. The second level, directed by nine account executivessupervises the bottom tier containing 45 account associates. The team has six full-time clientsand two project-based clients this academic school year. The organization did not charge clients prior to this year. Instead, it operated on a strictlyvoluntary basis. The group realizes that it wants to operate entirely as a real-world firm, but ithas not established a payment system. Today, the accounting system is still undetermined; it does -more- 5
  6. 6. not have a set price for charging clients. Instead, the organization bases its compensation on anindividual project basis such as charging $8 for an associate‘s work, $13 for the entire group‘swork, and $15 for an account executive‘s work on a particular client. The current rate cardestablishes publicity such as a brochure to be valued at $10. The internal accounting isproblematic. ―The faculty adviser hopes to redo the current rate card. She thinks it‘s not professional forAlpha to charge more for one client than another. As the CFO of In-house, one of the project-based clients, it really is ridiculous that we call ourselves a professional organization, but wedon‘t have set ways of charging clients‖ (Gezzar, 2009). Current funding is threatened to be cut if this student organization remains functioning in thesame manner. University-wide budget cuts have not affected Alpha PRoductions. The student organizationis privately funded by undergraduate students and does not receive money from UF. Students can learn skills including but not limited to writing press releases, assembling mediakits and fact sheets. Those who participate in this organization can have an opportunity toexperience real-world public relations and put their academic knowledge to work. Members of Alpha PRoductions are considered to be interns and spend a year developingclient campaigns, requiring a minimum of five hours a week (Hudder, 2007). Members of theAlpha PRoductions team are required to be a member of PRSSA and have a GPA of 3.0 orhigher. To apply to this organization a person must submit an application via online or through -more- 6
  7. 7. the PR department office at 2083 Weimer Hall. A resume must be attached and submitted bymid-September (Hudder, 2007). Accepted students, pending approval by the organization‘sboard, are matched with clients depending on their previous experience. Alpha PRodcutions is the only one of its kind within a student context. There is significantcompetition for the time and attention of faculty and undergraduates. Faculty, responsible forresearch on various topics, are consumed with work from the courses they instruct. In addition,the doctoral students who teach PR courses are occupied with work themselves. With more than60 full-time faculty and 90 full-time staff, the college is united in its efforts to establish highstandards. The student environment has a wide range of interests with one similarity: physicallocation. Gainesville, the city that unites both faculty and undergraduates alike, is the home toUF and my client, Alpha PRoductions. Students may not have any time to devote to the student organization due to part-timejobs, Greek life or other clubs. The majority of tests are administered on weeknights, a time inwhich accounts hold weekly meetings. This organization is unknown to the national chapter ofPublic Relations Society of America. Its local presence within PRSSA-Alpha chapter ―needs tobe established‖ (Brighton, 2009). The economic factors could affect membership. To become an account executive orassociate, an individual is required to be a member of PRSSA-Alpha chapter. During this time ofeconomic crisis, many may not have $85 for new membership or $65 for renewal fees. In turn,this also affects PRSSA-Alpha chapter because it cannot sponsor Alpha PRoductions as much asthe past. In the light of a rising 7.6 percent unemployment rate, potential clients may find it -more- 7
  8. 8. difficult to provide sufficient funds for PR work (Employment Situation Summary, 2009).Target Publics The external public consists of the UF itself. Internal publics consist of the College ofJournalism and Communications, PRSSA-Alpha chapter members and UF. Segmented further, the college can be divided into the following groups: Dean John W.Wright II, Dr. Spiro K. Kiousis, Knight Division, faculty and staff, and current undergraduatestudents. University of Florida‘s PRSSA Alpha chapter makes up 70+ members AlphaPRoductions can appeal to. This student organization presents a real-life opportunity, but it lacks publicity. ―The workdone by the group is not displayed enough to encourage people to join‖ (David, 2009). Eventhough PRSSA sponsors Alpha PRoductions, the group does not recommend this organizationenough. The main problem facing the organization is that many are unaware this group exists.―It‘s such a shame because Alpha‘s given me real-world knowledge about PR and theopportunities to write in every form I‘ve learned‖ (Brighton, 2009). Alpha PRoductions plan includes targeting three publics: The College of Journalism andCommunications, Public Relations Student Society of America – Alpha chapter and UF itself.The main goal of this organization is to strengthen its relationships between the above publicsand increase knowledge of current undergraduate public relations students. The first objective is to increase awareness of Alpha PRoductions by 25 percent bySeptember 2010. There is no baseline data because Alpha PRoductions has never distributed a -more- 8
  9. 9. survey. The second objective is to increase future clients by 30 percent by September 2010. Thelast and most important objective is to increase communication between the organization andstudents by 50 percent by October 2010. There are three strategies needed to accomplish the above objectives. The first strategicmethod is to launch a branding campaign utilizing all organizational media, interpersonalcommunications, promotional materials and interactive media. The second strategy to increasefuture clients is to host a bi-weekly meeting hosted by the executive board members, whichtargets prospective clients. Through this avenue, a meeting will provide companies with atangible form of past and present work created and implemented by Alpha PRoductions. Thethird strategy is to launch weekly e-mails from the organization‘s executives of the targetedpublics using the listerv. The key message is to brand Alpha PRoductions, a professional undergraduate organization,to help students use their PR knowledge thus far and apply it to real-world clients. Tacticsneeded to accomplish this would be to disseminate brochures featuring an account, such as theGator Nation campaign. The second tactic is to send 2,000 brochures to local businesses andprospective clients. The last tactic establishes a feedback form through encouraging two-waycommunication.Media In its existence, the organization has completed organizational media such as biweeklyaccount reports in the form of memos, final reports highlighting the progress throughout the year, -more- 9
  10. 10. press releases and business letters. These documents charted the progress of each individualgroup, identified media of newsworthy ideas each client had, utilized effective mediums thatwere used in special event promotion, recruitment for activities, and general promotion. Theorganization has had bi-weekly exposure in the PRSSA newsletter distributed to members uponmeeting attendance.Message The frequency of the message is not that of a weekly or even biweekly basis. Instead, theorganization hangs visuals around Weimer Hall weeks prior to hosting a workshop. The tone ofthe message is strictly informational, not persuasive. The organization takes advantage of interactive media through the use of Facebook. Thesocial networking site has a group strictly for Alpha PRoductions, in which members can joinand remain updated about events. In addition, the In-house account uses a free service,Facebook, to RSVP for workshops such as the Interactive Resume Workshop. The organizationrealizes the reach is much greater through the use of this avenue than that of anything else. Alpha PRoductions does not use specialty publications or interpersonal communications. Theorganization has produced fliers for various workshops it hosted, feature articles, fact sheets andsurveys.Effects It has handled over 30 accounts in its existence. Among this year‘s six full-time clients are -more- 10
  11. 11. The Gator Nation campaign, Emiliano‘s Café, Altrusa, The Disability Resource Center, TheHarn Museum, and Marce Guthier. Clients appeal to all sectors in the industry. The two project-based clients are the temporary and in-house accounts. The Gator Nation campaign appeals to the academic and athletic sector, placing UF in the topfive universities in terms of media exposure (University of Florida Identity, 2008). Emiliano‘sCafé is a part of the food and beverage as well as the entertainment sector. The Harn Museumand Altrusa appeal to the community sector. The Disability Resource Center and Harn Museumappeal to the academic sector. Marce Guthier appeals to the entertainment sector. Future clientshave not been discussed. During the 2007-2008 academic school year, the organization worked with clients from allsegments such as Emiliano‘s Café, Caribbean Conservation Corporation, the child advocacycenter, the Harn Museum and the Ladyfish band (Hudder, 2007). Alpha PRoductions has had two special events this academic year. On Monday, October 6,2008, at about 6 p.m., the organization featured itself in an open house in Weimer Hall. Thestudent organization has hosted two workshops in the 2008-2009 academic school year thus far.The first was a strategic methods workshop, which took place December 4, 2008 from 6:30 p.m.to 8:30 p.m. in Weimer Hall, Room 3032. The workshop featured an interactive review ofROPES, RACE, Smith‘s 9-step model, and DPACE. The attendance was 20 people. The other event, an interactive resume critique workshop, happened on Thursday, January 29at about 6:30 p.m. in Weimer Hall, room G030. The attendance was 18 people, decreased by ten -more- 11
  12. 12. percent. During the current academic school year, Alpha PRoductions used the following electronicoutlets such as UF‘s Web mail and Facebook to update members on upcoming activities.Updates from the director, Monica David, are illustrated on Alpha PRoduction‘s socialnetworking site, Wiggio. The fliers convince undergraduates to assess their own skills compared to that of theworkshop. Advertisements, known to attract a person‘s attention for only a short amount of time,enhance ―effective visuals in the message to students‖ (Ramos, 2008). There are also no PublicService Announcements, ads, use of public media directories, or informal networks withjournalists for the organization. The organization does not have a functioning Web site now. The projected launch date isscheduled for May 2009. Because the organization is not established, it does not have data on any of the sourceWeb sites such as quantcast, google.com/trends, and google.com/insight. ### 12
  13. 13. ReferencesBrighton, J. (2009, February 1). (C. Garcia, Interviewer)Center for Student Activities and Involvement- FAQ. (2008, December 1). Retrieved February 2, 2009, from Center for Student Activities and Involvement: http:www.union.ufl.edu/invol vement/studentOrgs/faq.asp#table.David, M. (2009, February 3). Alpha PRoductions. (C. Garcia, Interviewer)Echevarria, E. (2007, March 2). Alpha PRoductions. (C. Garcia, Interviewer)Employment Situation Summary. (2009, February 5). Retrieved February 11, 2009, from Bureau of Labor Statistics: http://www.bls.gov/news.release/empsit.nr0.htmGezzar, J. (2009, February 1). Alpha PRoductions. (C. Garcia, Interviewer)Hudder, R. (2007). Whats new with Alpha PRoductions? Gainesville: PRSSA.Jacky Ramos. (2008, November 25). Wiggio. Retrieved February 2, 2009, from In-house: http://wiggio.com/#tpl=folderlist_11586Pojomovsky, D. (2006, February 4). Alpha PRoductions. (C. Garcia, Interviewer)University of Florida Identity. (2008, November 5). Retrieved February 2, 2009, from University of Florida Identity: The Gator Nation Campaign: http://identity.ufl.edu/gatorNation/ 13
  14. 14. SITUATION ANALYSIS Alpha PRoductions has an increased awareness of the need for real-world experience inthe public relations field. Educating the public about the existing organization can bring theCollege of Journalism and Communications and undergraduate students to a higher level ofunderstanding. It can increase knowledge of PR to current undergraduate students and provideaccess to professional development opportunities. The most impacted external segment by the branding of Alpha PRoductions would beUF‘s university relations. UF‘s University Relations department handles ―marketing communications, publicrelations and internal communications‖ (University of Florida University Relations, 2009). Thisdivision can help Alpha PRoductions establish a positive relationship between UF and itspublics. It also addresses both internal as well as external communications through facilitatingthe integration and coordination of the universitys various public relations, communications,publications and news operations, the UF University Relations site stated. University Relations can help Alpha PRoductions successfully target their internalpublics including the College of Journalism and Communications and PRSSA-Alpha chapter.Further segmented, their publics are broken into Dean John W. Wright II, Dr. Spiro K. Kiousis, -more- 14
  15. 15. the Knight Division, faculty and staff, and undergraduate students. The most impacted internal segment by the branding of Alpha PRoductions would be theCollege of Journalism and Communications and PRSSA- Alpha chapter. There are six segmented publics within the internal sector such as Dean John W. WrightII, Dr. Spiro K. Kiousis, the Knight Division, faculty and staff, and undergraduate students. Dean Wright II is the main stakeholder. Appointed December 2007, he is responsible forthe day-to-day activities of the college. Wright has real-world experience co-authoring threebooks, two of which are ―Perspectives on Radio and Television‖ and ―Electronic Media andGovernment‖ (Faculty and Staff Memebers: College of Journalism and Communications, 2008).He is a main stakeholder because his experience and networking can help promote AlphaPRoductions to professionals in the industry. Dr. Kiousis, associate professor and chair of public relations, has published in leadingjournals such as The Harvard International Journal of Press/Politics, Journal of PublicRelations Research, and New Media & Society among others (Faculty and Staff Memebers:College of Journalism and Communications, 2008). Kiousis can use his professional contacts toget the word out about Alpha PRoductions and its past and current work. The Knight Division is responsible for assisting students in seeking full-time employmentafter graduation (Knight Division - College of Journalism and Communications, 2008). CharlesHarris, the Knight Division director, has connections with various corporations, firms, andagencies in the PR field. Combined, the faculty and staff of the college form a long list of -more- 15
  16. 16. professional contacts in the form of people, entire corporations, and/or agencies. Students, whomake up the college can prove to be a huge public in itself. The daily contact students have withtheir peers can provide Alpha PRoductions with needed publicity. Another target public would be UF‘s PRSSA-Alpha chapter. PRSSA can provide anational forum once Alpha PRoductions produces additional tangible documents. The segmentedpublic, UF‘s PRSSA, who sponsors the organization, can make its 70+ person membershipaware of the group. The most important stakeholder would be the dean of the College of Journalism andCommunications, Dr. Wright. The second most important stakeholder would be the KnightDivision. The amount of contacts from both parties would provide the organization with plentyof networks.Factors working for:  Networking with professionals the college knows can be successful because it will allow the organization to create positive relationships with them.  PRSSA-Alpha chapter gives required membership points to undergraduates who attend Alpha PRoduction‘s workshops.  The group can establish higher standards in creating highly qualified, well-prepared students prepare for the industry.  Participation shows future employers that you were proactive. -more- 16
  17. 17. Factors working against:  Time restraints prohibit students from participating in the organization.  Publicity may not yield a large number of additional participants.  Knowledge of the organization thus far has been unsuccessful.  Professionals may not be convinced based on past and current work.  Unsuccessfully addressed target publics.  Poor lack of support from sponsor, PRSSA-Alpha chapter.Issue projection:Implementing education of the student organization could increase positive outcomes for thepublic relations division within the college and PRSSA-Alpha chapter. Through explaining anoverview of the organization and encouraging undergraduate students to join, members can keepup-to-date with the industry. In addition, the organization can give public relationsprofessionalism skills to members. ### 17
  18. 18. ReferencesFaculty and Staff Memebers: College of Journalism and Communications. (2008, December 22). Retrieved February 3, 2009, from Spiro K. Kiousis- Faculty and Staff Members- College of Journalism and Communications: http:www.jou.ufl.edu/faculty/facultydetail.asp? id=kiousis.Knight Division - College of Journalism and Communications. (2008, July 24). Retrieved February 3, 2009, from Knight Division Web site: http: //www.jou.ufl.edu/Knight/ default.asp.University of Florida University Relations. (2009, January 29). Retrieved February 1, 2009, from University of Florida: http://www.urel.ufl.edu/. 18
  19. 19. TARGET PUBLICS SELECTION The target publics and selected stakeholders include:  University of Florida. o Center for Student Activities and Involvement.  IDEAL.  The College of Journalism and Communications. o Dean John W. Wright II, Dr. Spiro K. Kiousis, Knight Division, faculty and staff, and undergraduate students.  Public Relations Student Society of America-Alpha chapter. UF- The university at large will benefit from knowing of Alpha PRoductions because itwill be able to take advantages of its PR services. This student organization works to ―enhancemember knowledge of public relations and provide access to professional developmentopportunities‖ (David, 2008). Segmented further, by addressing a large audience such as the university, AlphaPRoductions will work with the Center for Student Activities and Involvement. The center,focusing its efforts on ensuring all students finding meaningful educational opportunities inregistered student organizations, targets and serves a university-wide audience. IDEAL, an ambassador organization for the center, serves student-run organizations –more- 19
  20. 20. featuring student-informational workshops on the processes of creating and running studentorganizations effectively. College of Journalism and Communications- The college will benefit from knowing ofAlpha PRoductions because it will allow students to apply their academic knowledge to real-lifeexperiences in the industry. Dean John W. Wright II of the college would also be a great supporter of AlphaPRoductions because he would be able to reach so many people otherwise unattainable by thestudent organization. During his time in the industry, Wright has developed a long list of mediacontacts and professional insight. Dr. Spiro K. Kiousis, associate professor and chair of the department of PR, is ofadditional support because he can use his current status with contacts he has in the field. Throughusing the associates in the industry, Kiousis can help spread the word about the prestigious AlphaPRoductions, its mission, and portfolio of past work. The Knight Division would be a great stakeholder because it is responsible for careerservices and advancements of students in the Communications field. Over 60 full-time faculty and 90 full-time staff work in Weimer Hall, the building thathouses the College of Journalism and Communications. This workforce is made of doctoralstudents or professors who hold upper-level degrees. By exhausting this resource, AlphaPRoductions can contact more professionals. Students can apply the skills acquired in all academic courses taken in the public relations -more- 20
  21. 21. program through serving as director, assistant director, account executive, and account associatein Alpha PRoductions. The following is a breakdown of the ways in which the knowledgeattained in the program come into light.  The principles of Public Relations is the foundation of your future knowledge of the field. PR research allows for designing surveys, content analysis, and reporting findings through available technologies.  PR strategy allows for effective strategic ways to analyze, write, and present information. Writing students to use all skills from previous courses and display each through various levels of internal and external communications.  Visual communications teaches students to prepare printed material for various PR departments in the use of printed materials.  Campaigns teaches students the upper-level management of conducting a full case, tracks current industry issues and plans to create and apply various tools and techniques to problems and situations. PRSSA-Alpha chapter- The chapter will benefit from knowing Alpha PRoductionsbecause it will allow students to apply their academic knowledge to real-life experiences in theindustry. PRSSA can shed light on the past as well as current work it is doing for its clients thisyear: The Gator Nation campaign, Emiliano‘s Café, Altrusa, The Disability Resource Center,The Harn Museum, and Marce Guthier. -more- 21
  22. 22. PRSSA‘s alpha chapter is the second-largest organization in the nation responsible forcultivating a positive relationship between students and professional practitioners. In thisparticular case, Alpha PRoductions will use UF‘s PRSSA contacts as an additional and effectivecommunications channel. The chapter umbrellas this accredited student-run firm and can educatethe organization of its partner‘s achievements in the professional world. ### 22
  23. 23. COMMUNICATIONS PLAN Target publics: College of Journalism and Communications, Public Relations StudentSociety of America-Alpha chapter and the University of Florida. Goals: To strengthen relationships between undergraduates in Alpha PRoductions,faculty and its sponsor, PRSSA-Alpha chapter. To increase the knowledge of current students ofthe student run public relations firm to the College of Journalism and Communications. Objectives: #1: To increase awareness and knowledge of Alpha PRoductions among 25 percent ofundergraduates, faculty and PRSSA members by September 2010. #2: To disseminate information to members of PRSSA-Alpha chapter among 50 percentby September 2009. #3: To increase communication toward the organization among 45 percent ofundergraduates, faculty and PRSSA members by September 2010. Strategies: #1. To launch a branding campaign using all organizational media, interpersonalcommunications, promotional materials and interactive media. -more- 23
  24. 24. This strategy is designed to coordinate all forms of media into launching a rebrandingeffort. Rebranding Alpha PRoductions as a professional, alternative measure to businesses willprove beneficial for both companies and students. #2: To launch weekly e-mails from Alpha PRoductions executives to the collegeundergraduates using the listserv. Weekly e-mails will keep members of Alpha PRoductions informed about the latestdecisions and news. By doing so, individuals and businesses intrigued by this organization canstay updated. #3: To launch a breakout session Q-and-A after the PRSSA meeting. PRSSA contains about 70 undergraduate public relations students. This club can helpspread the word or increase their own interest. Addressing these members directly will help solvecommon questions students may have. Key message: To brand Alpha PRoductions as a professional student organization whichenables undergraduates to use their PR knowledge and apply it in a real-world experience. Topromote Alpha PRoductions through PRSSA-Alpha chapter as an opportunity to learn moreabout the industry as well as implement your skills. To promote Alpha PRoductions through UFas an opportunity to learn more about the industry as well as implement your skills. Three Tactics: #1: To disseminate brochures of past work done in an account such as The Gator Nation -more- 24
  25. 25. campaign. #2: Establish a feedback form through e-mails, opening two-way communicationbetween both parties. #3: Table after PRSSA meeting. ### 25
  26. 26. SECTION 2: TACTICS 26
  27. 27. BIO SKETCH Monica David is the director of Alpha PRoductions. As the firm‘s director, David oversees all aspects including, but not limited to overallmanagement of the firm‘s operations. In August, she created applications, interviewed, andselected account executives and account associates during the application process. The director isresponsible for choosing and pitching to future and current clientele for the preceding schoolyear. David maintains on-going contact with the firm, faculty, and professional advisors with atleast monthly contact with clients. In addition, David establishes a time before or after a meeting to answer questions andconcerns from account executives and associates. Members cannot publish any form of visuals orcopy without the expressed approval of the director. David receives regular updates from accountexecutives of each account in the form of verbal and written communication. The director acts asa liaison between clientele and members. She also serves as an officer on Public RelationsStudent Society of America -- Alpha chapter‘s executive board and maintains opencommunication and involvement of the firm with the chapter. At the end of the academic year, David coordinates Alpha PRoductions semester clientmixer. She is also responsible for submitting an annual entry into PRSSA‘s Firm of the Year -more- 27
  28. 28. competition. ―I have received so many offers from professions for public relations jobs because of myresponsibility as director of Alpha. My duties encompasses every aspect of our future careers,‖David said. She was the Alpha PRoductions assistant director for academic year 2007-2008. She wasa public relations intern with Caribbean Conservation Corporation, as well as LifeQuest OrganProcurement Organization from February to May 2006. David has earned a few of distinguishing awards such as Florida Bright Futures, Player‘sChampionship Scholarship and Public Relations Student Society of America‘s president‘s award. David attended Sandalwood High School and graduated in 2003. She is graduating thisspring semester with a Bachelor of Science in public relations and a minor in InternationalStudies. She enjoys playing with her nephews, reading English authors such as Brontë or JaneAusten, and watching movies. Her dream job is to work for a huge corporation, such as Coca-Cola and handle international relations for countries, preferably in Europe. ### 28
  29. 29. FACT SHEETWhat is Alpha PRodcutions?Alpha PRoductions, founded fall 1981 by students, provides local clientele with a 7 month publicrelations campaign. ―It began as a small side project and eventually expanded to a separateorganization‖ (Hudder, 2007). It is a nationally accredited, largest student-run firm in Floridasponsored by Public Relations Student Society of America, University of Florida‘s Alphachapter. The organization is the second largest in the nation.How long has Alpha PRoductions been operating?Alpha PRoductions has been successfully operating for 27 years.What are the requirements to join Alpha PRoductions?Members of Alpha PRoductions are required to be foremost a member of UF‘s PRSSA- Alphachapter and a minimum 3.0 GPA. To apply, a person must submit an application via e-mail orthrough the PR department office at 2083 Weimer Hall. A resume must be attached andsubmitted by mid-September (Hudder, 2007).What will Alpha PRoductions teach me?Students can learn skills including but not limited to writing press releases, assembling mediakits and fact sheets. Those who participate in this organization can have an opportunity toexperience real-world public relations and put their academic knowledge to work. In addition, itcan be listed in your resume as an internship.How many people are involved in Alpha PRoductions?This 2008-2009 academic year has one director, two associate directors, nine account executives,and 45 account associates.I have a full load with other activities. Will I have time?Yes, members of Alpha PRoductions are required a minimum of five hours a week (Hudder,2007). -more- 29
  30. 30. Is Alpha PRoductions nationally recognized?Yes, Alpha PRoductions was officially recognized as meeting nationally affiliated PRSSA‘sstudent-run firm standards during the 2005-2006 academic year.I have applied, what next?Accepted students, pending approval by the organization‘s board, are matched with clientsdepending on their previous experience.How many clients does Alpha PRoductions have?This year, Alpha PRoductions has six full-time clients: The Gator Nation campaign, Emiliano‘sCafé, Altrusa, The Disability Resource Center, The Harn Museum, and Marce Guthier. Clientsappeal to all sectors in the industry. The two project-based clients are the temporary and in-houseaccounts. ### 30
  31. 31. BACKGROUNDEROpening statement Many public relations undergraduate students are unaware of Alpha PRoductions andtheir opportunities to work on a seven-month campaign for a local client. Students enhance theirknowledge of PR, provide access to professional development opportunities, and serve the PRprofession by helping to develop highly qualified, well-prepared professionals (Ramos, 2008).Historical Overview Alpha PRoductions was founded fall 1981 by students as part of a public relations campaignclass. ―It began as a small side project and eventually expanded to a separate organization‖(Hudder, 2007). It is the largest student-run firm in Florida sponsored by Public RelationsStudent Society of America, University of Florida‘s Alpha chapter. The organization is thesecond largest in the nation. Alpha PRoductions was officially recognized as meeting nationallyaffiliated PRSSA‘s student-run firm standards during the 2005-2006 academic year. Theorganization did not charge clients prior to this school year. Instead, it operated on a voluntarybasis. In 2008, the accounting system was still undetermined; it does not have a set price forcharging clients. The organization bases its compensation on an individual project basis such ascharging $8 for an associate‘s work, $13 for the entire group‘s work, and $15 for an account -more- 31
  32. 32. executive‘s work on a particular client. The current rate card establishes publicity such as abrochure to be valued at $10. The internal accounting is problematic. ―The faculty adviser forAlpha hopes to redo the rate card‖ (Gezzar, 2009). Current funding is threatened to be cut if thisstudent organization remains functioning in the same manner.Current Situation There is direct competition for the extra-curricular time and attention of faculty andundergraduates. Faculty, responsible for research on various topics, are consumed with workfrom the courses they instruct. In addition, the doctoral students who teach PR courses areoccupied with work themselves. With more than 60 full-time faculty and 90 full-time staff, thecollege is united in its efforts to establish high standards. The student environment has a widerange of interests with one similarity: physical location. Gainesville, the city that unites bothfaculty and undergraduates alike, is the home to UF and my client, Alpha PRoductions. Economic factors could affect membership. To become an account executive orassociate, an individual is required to be a member of PRSSA-Alpha chapter. During this time ofeconomic crisis, many may not have $85 for new membership or $65 for renewal fees. In turn,this also affects PRSSA-Alpha chapter because it cannot sponsor Alpha PRoductions as much asthe past. In light of a rising 7.6 percent unemployment rate, potential clients may find it difficultto provide sufficient funds for PR work (Employment Situation Summary, 2009). In order to increase student awareness, Alpha PRoductions in-house account is refocusingits efforts to rebranding the organization. -more- 32
  33. 33. Implications Alpha PRoductions rebranding would be a yearlong campaign. It would begin March 31,2009 until March 2010. During this time, spring 2009, fall 2009, and spring 2010 semesterswould be exposed to the organization‘s opportunities and benefits. The campaign would unveil anew Alpha PRoductions logo, organization Web site, biweekly newsletter, coalition with StudentGovernment, and new advertisements. The requirements to join Alpha PRoductions would remain the same. Students will still beconsidered interns, spend a year developing client campaigns, requiring a minimum of five hoursa week (Hudder, 2007). Members of the team are required to be a member of PRSSA and have aGPA of 3.0 or higher. To apply to this organization, a person must submit an application viaonline or through the PR department office at 2083 Weimer Hall. A resume must be attached andsubmitted by mid-September (Hudder, 2007). Accepted students, pending approval by theorganization‘s board, are matched with clients depending on their previous experience. Clients will be picked by the Alpha director and two associate directors. The ultimategoal is to educate PR undergraduates of this professional organization. If the rebranding campaign is not carried out, PR undergraduates will remaininexperienced. The worst-case scenario would be to cut the funding entirely from AlphaPRoductions. Among external consequences are internal consequences as well. Internally, if arebranding does not occur in the specified period, Alpha PRoductions will not show initiative. -more- 33
  34. 34. This, in turn, will affect possible members from joining. Members responsible for thiscampaign must be dedicated and committed. Supporters of the rebranding campaign argue that the strategies and tactics to be used willencourage two-way communication, which is the best way to reach students. The more free foodand activities there are, the more students will pay attention to the rebranding. Supporters alsomention Alpha PRoductions needs to build relationships with their target publics. Challengers of the rebranding argue it might be a waste of time, money, and effort,Marissa Alexander, senior public relations major, said. Supporters also argue that including this organization in the student involvement willincrease the chances of getting more attention. ### 34
  35. 35. ReferencesEmployment Situation Summary. (2009, February 5). Retrieved February 11, 2009, from Bureau of Labor Statistics: http://www.bls.gov/news.release/empsit.nr0.htmGezzar, J. (2009, February 1). (C. Garcia, Interviewer)Hudder, R. (2007). Whats new with Alpha PRoductions? Gainesville: PRSSA.Jacky Ramos. (2008, November 25). Wiggio. Retrieved February 2, 2009, from In-house: http://wiggio.com/#tpl=folderlist_11586 35
  36. 36. Cristina Garcia 2083 Weimer Hall PO Box 118400 Gainesville, FL 32611 407-625-8708 Garcia26@ufl.eduMarch 19, 2009Dr. Spiro KiousisUniversity of Florida- Public Relations DepartmentPO Box 118400Gainesville, FL 32611Dear Dr. Kiousis:As a prominent travel section editor, Alpha PRoductions would like to introduce its interactiveWeb site offering free PR services to you and the travel-tourism companies featured andpublished daily.The Web page, managed by the current Webmaster, Erica Blake, will display current and pastwork of its members. All work consists of seven-month campaigns and additional materialapproved and edited by David prior to release.Travel-tourism companies such as Panama City Beach Convention and Visitors Bureau, yourfeatured client in March 12‘s edition, will learn more about creative ideas applied to PR work.This site, designed for use by prospective and current clients, will allow for efficient andeffective recruitment process, a larger audience reach, increase support and membership, gainlocal and eventual nation-wide popularity, and give employers an additional resource to look atpotential employee‘s work.If a travel-tourism company decides not to utilize the Web site, Alpha PRoductions will face aslow recruitment process, much like now. In addition, if things remain status quo, members willremain uneducated about this membership opportunity, and it will be forced to cease due to cutfunding.We hope to work with your travel tourism clients. We greatly appreciate your time and attentionto this proposal. To inquire about additional information, please contact Alpha PRoductionsDirector Monica David at 904-207-3031.Sincerely,Cristina GarciaSecretary and account associate 36
  37. 37. “Preparing for the Future Professional” 2083 Weimer Hall· PO Box 118400· Gainesville, FL 32611-8400 Phone: 904-207-2031 http://grove.ufl.edu/~alphapro E-mail: monicamd@ufl.edu NEWS RELEASEMarch 19, 2009 Contact:FOR IMMEDIATE RELEASE: Monica David - Director UF Alpha PRoductions 904-207-2031 monicamd@ufl.edu Interactive Web site aims to spark interest in Alpha PRoductions.GAINESVILLE, Fla. – Alpha PRoductions, the largest student-run firm in Florida, is launchingits first interactive Web site in search of new members.The organization will feature an informational workshop in Gannett Auditorium on Tuesday,March 31st at 6:30 p.m.Alpha PRoductions will carry out a rebranding campaign from March 31, 2009 until March2010.It will feature a new logo, biweekly newsletter, and new advertisements.Monica David, Alpha PRoductions director, is excited about the new Web site.―This is what the organization needs to gain new members and establish a professionalreputation,‖ David said. -more- 37
  38. 38. The Web site, found at http://grove.ufl.edu/~alphapro, will be launched to kick off therebranding campaign.During this time, the university and local businesses would be exposed to the organization‘sopportunities and benefits.An informational workshop, featuring a speech from David, will introduce the basic facts ofAlpha PRoductions while addressing the campaign as a solution to a recruitment problem.There will also be a post Q&A session with the Alpha PRoductions‘ director, two associatedirectors, and current members.The strategies and tactics used will encourage two-way communication between public relationsstudents, the organization, faculty, and employers respectively.Alpha PRoductions relies on the collaboration between local clients and members.The auditorium will feature a table with current account executives and associates, available forindividual talks with prospective public relations undergraduates.There will be fliers and applications for everyone to take home.It will also feature a selection of past and current work material for all our clients.About Alpha PRoductionsSince the fall of 1981, more than 1,500 students have gained professional public relationsexperience through Alpha PRoductions. The organization, located in Gainesville, Fla., is the -more- 38
  39. 39. largest student-run firm in Florida sponsored by Public Relations Student Society of America,University of Florida‘s Alpha chapter. Its purpose is to serve its members by enhancing theirknowledge of PR and providing access to professional development opportunities. AlphaPRoductions structure is a three-tiered hierarchy. One director and two associate directors leadthis management system. The second level, directed by nine account executives supervises thebottom tier containing 45 account associates. There are 48 total students. The team has six full-time clients and two project-based clients this academic school year. ### 39
  40. 40. CONTACT INFORMATION:Monica David (Spokesperson)UF Alpha PRoductions Director2083 Weimer HallPO Box 118400Gainesville, FL 32611-8400904-207-3031Email: monicamd@ufl.edu Interactive Web site aims to spark interest in Alpha PRoductions.Alpha PRoductions will launch an interactive Web site to begin a rebranding campaign. These strategies and tactics will increase organization membership. GAINESVILLE, FLA. -- March 19, 2009Alpha PRoductions, the largest student-run firm in Florida, is launching its first interactive Website in search of new members.The organization will feature an informational workshop in Gannett Auditorium on Tuesday,March 31 at 6:30 p.m.Alpha PRoductions will carry out a rebranding campaign from March 31, 2009 until March2010. -more- 40
  41. 41. It will feature a new logo, biweekly newsletter, and new advertisements.Monica David, Alpha PRoductions director, cannot wait until the Web site is revealed.―This is what the organization needs to gain new members and establish a professionalreputation,‖ David said.The Web site, found at http://grove.ufl.edu/~alphapro, will launch to kick off the rebrandingcampaign.During this time, the university and local businesses would be exposed to the organization‘sopportunities and benefits.An informational workshop, featuring a speech from David, will introduce the basic facts ofAlpha PRoductions while addressing the campaign as a solution to a recruitment problem.There will also be a post Q&A session with the Alpha PRoductions‘ director, two associatedirectors, and current members.The strategies and tactics used will encourage two-way communication between public relationsstudents, the organization, faculty, and employers respectively.Alpha PRoductions relies on the collaboration between local clients and members.The auditorium will feature a table with current account executives and associates, available forindividual talks with prospective public relations undergraduates.There will be fliers and applications for everyone to take home. -more- 41
  42. 42. It will also feature a selection of past and current work material for all our clients.MULTIMEDIA ELEMENTS: Download Logo.doc Download Alpha_Roster.pdfQUOTES"The use of social media releases has expanded our reach. Its brought Alpha PRoductions closerto establishing a professional relationship with our clientele," Monica David, director, said."Alpha really taught me how to put all my accumulated PR knowledge and offer it in aprofessional way to clients. It helps to establish the two-way communication PR is all about,"Account Associate Joanna Brighton said."Alphas given me a chance to gain experience through its endless opportunities," CFO JenGezzar said.About Alpha PRoductionsSince the fall of 1981, more than 1,500 students have gained professional public relationsexperience through Alpha PRoductions. The organization, located in Gainesville, Fla., is thelargest student-run firm in Florida sponsored by Public Relations Student Society of America, -more- 42
  43. 43. University of Florida‘s Alpha chapter. Its purpose is to serve its members by enhancing theirknowledge of PR and providing access to professional development opportunities. AlphaPRoductions structure is a three-tiered hierarchy. One director and two associate directors leadthis management system. The second level, directed by nine account executives supervises thebottom tier containing 45 account associates. There are 48 total students. The team has six full-time clients and two project-based clients this academic school year. ### del.icio.us- Interactive Web site aims to spark interest in Alpha PRoductions. digg- Interactive Web site aims to spark interest in Alpha PRoductions.Technorati Tags: Alpha | Alpha PRoductions | PRSSA | student-run firm | firm | University of Florida |UF*Also available at the following URL: http://www.prxbuilder.com/x2/index.php/login-to-prx-builder/username: garcia26@ufl.edu, password: december21* 43
  44. 44. PERSONALITY PROFILE: MONICA DAVID, ALPHA PRODUCTIONS DIRECTOR. GAINESVILLE— The day she had been anxiously waiting for has come. She mayappear nervous, but she has been looking forward to this day for a year. It is Public RelationsStudent Society of America-Alpha chapter election workshop. As she stands restless amid theseventy-member audience, she delivers her list of promises entirely. At 23, she has learned it is not all about curriculum. Before applying to this position, shebelieved experience was overrated. Day in and day out, teacher have stressed the importance ofreal-world practice and she allowed it to go in one ear and out the other. She felt certain of herfeelings were correct until she talked with professionals in her industry at a PRSSA NationalConference in Detroit, Michigan. She decided to change her outlook. Experience did matter, in real life as well as incollege. Three years into college, she ran for Alpha PRoductions director. She could not believethe enormous amount of pressure instilled from peers. Things would be difficult. Her time would be stretched like never before, taking on the responsibility of this role. As undergraduate PR students voted for various executive board positions, members wereas silent as if they were taking a test. She sat confident in her front-row chair among other candidates. As votes were tallied, -more- 44
  45. 45. minutes felt like hours. As she did not hear her name called, her confident feelings soon deflated intodisappointment. Alpha PRoductions officers were announced at the end. The time came for PRSSA President Jennifer Tamayo to declare. ―Director is,‖ she said. ―Monica David.‖ An immense burden lifted off her shoulders. It was official. PRSSA members voted andpositively believed the job of Alpha PRoductions director was left to a responsible woman. Today, in March 2009, she is a full-time student, Alpha PRoductions director, and internat David Greenberg Communications. The company, based in Gainesville, Fla., is responsible formedia relations, business, and marketing plans within our local community. With executive board elections held April 15, Joanna Brighton, current account associate,feels she has the qualifications for the director position. ―I am going to apply for your position next year,‖ she said. ―What are the positives?‖ ―I have received so many offers from professions for public relations jobs because of myresponsibility as director of Alpha. My duties encompasses every aspect of our future careers,‖David said.She is sad to leave behind a life of internships and academic experiences. She will graduate fromUniversity of Florida in Spring 2009 with a Bachelor‘s degree in Public Relations and a minor inInternational Studies. Her dream job is to work for a huge corporation, such as -more- 45
  46. 46. Coca-Cola and handle international relations for countries, preferably in Europe. Awaiting her is a new challenge filled with endless possibilities and a career she has beenpreparing for the last four years. Skills from Alpha PRoductions will help her adjust to hervarious roles after graduation. In the organization, she edited and approved all materials in preparation for release tomedia and clients. In addition, she helped guide six accounts to complete seven-monthcampaigns. Some undergraduates have all the time in the world, but she was not one of them. Instead,she stretched herself thin. Perhaps there will never be enough time, but she learned a valuable lesson that can neverbe forgotten. Alpha PRoductions has taught her time management. It has transformed and taughther to value the 24 hours in a day. It can be considered a lot of time, but when an individual suchas she can take advantage, her PR work excels. ―There never seemed to be enough time in the day,‖ David said. Alpha PRoductions‘ ultimate goal, to prepare future professionals, has truly brought on aspecial meaning. ### 46
  47. 47. BROCHURE 47
  48. 48. SPEECHINTRODUCTION: Good evening ladies and gentlemen. Thank you for your interest in Alpha PRoductions. Ihope everyone is having a great time getting to know each other. Alpha PRoductions wasfounded fall 1981 by students as part of a public relations campaign class. It is a nationallyaccredited and the largest student-run firm in Florida sponsored by Public Relations StudentSociety of America, University of Florida‘s Alpha chapter. Alpha PRoductions was officiallyrecognized as meeting nationally affiliated PRSSA‘s student-run firm standards during the 2005-2006 academic year. The organization did not charge clients prior to this school year. Instead, itoperated on a voluntary basis.THE ISSUE: The organization faces serious recruitment issues, which might is due to its non-functioning Web site. Alpha PRoductions purchased a separate domain address from its sponsor,PRSSA- Alpha Chapter, located at http://grove.ufl.edu/~alphapro. One of the major issues affecting the organization is the lack of a Web site. Instead,people are routed to PRSSA‘s Web site, which currently is not accessible on the Grove server. -more- 48
  49. 49. How can prospective account executives and associates be immersed in information regardingthis organization? Today, we live in a technology-driven society where everything is doneonline. Our organization must take this into account and submit to this outlet. Net Access, the oldest and most reputed web development Web site, stated millions ofpeople globally have access to the Internet. ―A recent study found that 75 million people used theInternet, and 45 million used the WWW in the three months preceding the survey in USA &Canada. You can save phone calls and your staff members time by just posting basic businessinformation on your Web site,‖ the Web site stated. Posting upgraded information on your sitewill save an organization money and keep undergraduates informed of every reason why theyshould be involved (Benefits of a Web site, 2005).LEAD POINT/DISCUSSION OF THE SOLUTION: By gaining a full-time Webmaster, Alpha PRoductions can share its mission and historywith all interested professionals, current and future clients, and undergraduate students. Everyoneexpresses an interest in Alpha PRoductions. We are here to support this organization and thework produced for our community.DISCUSSION OF BENEFITS OF ADOPTING THE SOLUTION/RISKS OF NOTADOPTING IT: Benefits of adopting solution:  More efficient and effective recruitment process.  Can reach larger audience.  Alpha PRoductions can increase the support and amount of funding this organization receives currently. -more- 49
  50. 50.  Can gain nation-wide popularity and become one of the PR program‘s staples.  Can help to get employers interested in students and their work. Risks of not adopting it:  The organization can face a slow recruitment process, much like now.  Things remain status quo; members remain uneducated about this opportunity.  Alpha PRoductions has to cease because the funding is greater than work being done.ACTION DESIRED: If Alpha hopes to avoid the previously listed risks, it proposes to hire a Webmaster whounderstands the need and importance of the Web site.CONCLUSION (REPEAT LEAD HERE): By gaining a full-time Webmaster, Alpha PRoductions can share its mission and historywith all interested professionals, current and future clients, and undergraduate students. Pleasestop at the table in the back to talk with current account executives and associates. There areflyers everyone can take home and read over. In addition, there are applications which have to beturned in by September. We have a selection of past and current work material for all our clients.Please take a moment to look at these. We are here for you. This presentation will close wheneveryone‘s questions have been answered. Once again, thank you all for coming.REFERENCES:Benefits of a Web site. (2005, July 28). Retrieved March 15, 2009, from Net Access:http://www.netxs.com.pk/web/benefitsofawebsite.html.Hudder, R. (2007). What’s new with Alpha PRoductions? Gainesville: PRSSA. ### 50
  51. 51. WEB SITE/INTERNET PLANNING SHEETTARGET PUBLICS  University of Florida.  The College of Journalism and Communications. o Dean John W. Wright II, Dr. Spiro K. Kiousis, Knight Division, faculty and staff, and undergraduate students.  Public Relations Student Society of America-Alpha chapter.PURPOSE OF SITE/AND OR ACTION DESIRED FROM PUBLIC(S)The purpose of Alpha PRoduction‘s Web site is to expose the university and local businesses tothe organization‘s opportunities and benefits. It will also introduce the basic facts of AlphaPRoductions while addressing the campaign as a solution to their recruitment problems.Ultimately, the action desired from the publics would be to join the organization and educatethemselves on the opportunities presented. Also, if the site does not apply to certain individuals,the possibility of a third party being exposed to this information would greatly increase.MAIN MESSAGE/THEME OF THE WEB SITE/INTERNET PLANThe main message is similar, if not exact to the prospective action desired from the publics.Alpha Productions wishes to educate individuals as to the organization‘s mission and materials.The organization would like to attract future clients and prospective members. In addition, itwould like to keep current clients and members interested.TOP-LEVEL NAVIGATION AND LINKSTop-level navigation would include a toolbar featuring links to ‗about us‘, ‗services‘ and‗clients.‘ About us will include an overview section, services will feature Alpha PRoductions‘public relations capabilities and past and current clients. The navigation toolbar would alsoinclude a link to the official PRSSA Web site, current six full-time clients, two project-basedclients and a link to the social media release complimenting news releases or feature storiesproduced by Alpha PRoductions.SITEMAPPlease refer to Figure 1 for a brief flowchart of the organization‘s Web site. -more- 51
  52. 52. Figure 1. Below is a description of each component in the flowchart.COPY POINTS FOR EACH PAGEAt the first level, the Web site features an ‗about us‘ section which highlights an overview of theorganization. The overview would include a brief synopsis of the organization as a whole. Thefollowing description would be main copy points.  Since the fall of 1981, more than 1,500 undergraduate students have gained professional public relations experience through Alpha PRoductions.  Located in Gainesville, Fla., it is the largest student-run firm in Florida sponsored by -more- 52
  53. 53. Public Relations Student Society of America, University of Florida‘s Alpha chapter.  Its purpose is to serve its members by enhancing their knowledge of PR and providing access to professional development opportunities.  Alpha PRoductions is a three-tiered hierarchy led by one director and two associate directors.  The second level, directed by nine account executives, supervises 45 account associates.  There are 48 total undergraduate student members in the 2008-2009 academic year.  The team has six full-time clients and two project-based clients this academic year.The second component of ‗about us‘ features the services Alpha PRoductions provides. Themain copy points are provided below. Their services are separated in two sections, basic andadvanced services.Basic Services:  Biosketches.  Fact Sheets.  Feature Articles.  Focus Groups and Surveys.  Media Lists.  News Releases.  Public Service Announcements.  Volunteer Recruitment.Advanced Services:  Blogs.  Brochures.  Event Planning.  Media Pitching.  Media Kits.  Newsletters.  Public Relations Campaigns.  Strategic Research and Planning.The third component of ‗about us‘ highlights clients, both past and present.Clients:  Altrusa.  The Arthritis Foundation. -more- 53
  54. 54.  Caribbean Conservation Corporation.  The Disability Resource Center.  Emiliano‘s Café.  Gainesville Sports Organizing Committee.  The Gator Nation.  GM/Weber Shandwick- Chevrolet Aveo Livin‘ Large Competition.  The Harn Museum.  Junior League of Gainesville.  Marce Guthier.  Ronald McDonald House of Gainesville.Project-based:  In-house Public Relations.  Temporary Account.DESIGN ELEMENTS & ARTThe first design element featured in the Web site would be the Alpha PRoductions logo,available for download. The next element would be pictures from related events such as theROPES workshop. Lastly, it would contain pictures of the three members on the executive boardfrom the current academic year, such as pictures from the board 2008-2009.MULTIMEDIAPromotional Alpha PRoductions video, featuring clips from the organization‘s events and tapedclient feedback.SOCIAL MEDIAThe Web site will have a link to the social media release complimenting news releases or featurestories produced by Alpha PRoductions.PLANNED PUBLICITYAlpha PRoductions will feature a mixture of promotional material such as a media kit, flyers anda video available for download.MISCELLANEOUSN/A. ### 54
  55. 55. SPECIAL EVENT PLANNING SHEETPURPOSE OF EVENTCreate publicity of Alpha PRoductions.TYPE OF EVENTInformation session.DATESWednesday, April 22nd at 4 p.m.-5:30 p.m.BUDGET$150 for promotional materials (flyers, portfolio).Free black-and-white printing with student account access.$20 for food.CONTACT PERSONMonica David at 904-207-3031or monicamd@ufl.edu.SITEWeimer Hall, room 1084 located on bottom floor, across from the staircase in the atrium.Weimer Hall, located on Stadium Road across from the College of Health and HumanPerformance.First, enter through the main entrance by 1000 Student Services.Second, make an immediate left until room 1084. -more- 55
  56. 56. It will be right next to 1088, The Communications Writing Center. Please refer to Figure 1.1 for Alpha PRoductions‘ Gantt chart. ALPHA PRODUCTIONS INFORMATION SESSION: Wednesday, 4/22 4 - 4:15 4:15 - 4:45 4:45 - 4:55 4:55-5:05 5:05-5:20 5:20-5:30 CLIENT INTERACTIONC1 = Introduction. C1C2 = Overview. C2C3 = Benefits. C3C4 = Account Executives. C4C5 = Account Associate C5testimony. C6C6 = Application Processand Q&A. Figure 1.1. Alpha PRoductions‘ clients are undergraduate students. As seen in Figure 1.1, the schedule of events is briefly stated. Below is a detailed schedule of both the planning and event itself. PLANNING SCHEDULE Tuesday, April 14 at 6 p.m.- 7:30 p.m.- Meet with Monica David, director, Susan Martinez and Bryn Nebinger, associate directors, all account executives as well as associates. 6 p.m.: Introduce event. -Go over location, time of event. -more- 56
  57. 57. 6:15 p.m.: Purpose of event. -Possible speakers and topics.6:30 p.m.: Assign roles to various members. -Who is getting the food? -Who is getting the portfolio together? -Who is getting presentation materials? -Who is checking with the Dean of Students about the room assignment? -Who is in charge of publicity of the event? -Members complete tabling schedule.7 p.m.: Speakers (Monica David, Susan Martinez, Bryn Nebinger, Heather Tran-Son-Tay, Alyssia Portee and Joanna Brighton) discuss their prospective talks and visuals to the members.7:30 p.m.: End of meeting.The planning stages consist of three hour and a half meetings prior to the actual event. The datesof these meetings are Tuesday, April 14, Friday, the 17th, Monday the 20th and Tuesday, the 21st.SCHEDULE OF EVENT4 p.m.-4:15 p.m.: Introduction of executives and duties as officers (Monica David, Alpha Productions director, Susan Martinez and Bryn Nebinger, assistant directors of Alpha PRoductions.)4:15 p.m.: Speaker Monica David discusses an overview of the organization.  When it began.  Clients (past and present). -more- 57
  58. 58.  Financial situation. (Free -> Fee (yet to be determined)).  Requirements: o Resume. o 5 hours/week. o Active member of PRSSA. o 3.0 GPA or higher.4:45 p.m.: Speaker discusses the benefits of joining:  Provides real-world public relations experience.  Members work with local clients that represent different sectors of the industry.  Members can list Alpha PRoductions as an internship.  Account executive responsibilities are modeled after professionals.  Members are able to put their academic knowledge to the test.  Members have a two-way communication with their clients and peers.  Mentorship program- allows members to pair up with peers in their account to produce copy and visuals.4:55 p.m.: Speaker introduces two account executives, Heather Tran-Son-Tay from the GatorNation campaign and Alyssia Portee from The Harn Museum account.  Discuss experiences as account executives.5:05 p.m.: AE‘s introduce account associate, Joanna Brighton from the In-house account. -more- 58
  59. 59.  Discusses experiences as account associate.  Displays work from her account she created and implemented.5:20 p.m.: Speaker goes over application in detail.5:30 p.m.: Q & A session.PRESENTERS/SPEAKERSMonica David, director of Alpha PRoductions, Heather Tran-Son-Tay, account executive fromthe Gator Nation campaign and Alyssia Portee from The Harn Museum account.TARGET PUBLICSThe College of Journalism and Communications, Public Relations Student Society of America-Alpha chapter, University of Florida.MEDIALocal newspapers: The Independent Florida Alligator, The Gainesville Sun. Local broadcastingstations: WUFT and WLUF.COMMUNICATION MATERIALS & PLANNED PUBLICITYPast media kits, flyers highlighting key points, portfolio materials.CONTINGENCYSpeakers will host tabling event Wednesday during school hours and information session inatrium.MISCELLANEOUSN/A. ### 59

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