1. December 14, 2012
Katy Bennett
Marketing Specialist
University of Kentucky Public Relations and Marketing
1C Matthews Building
Lexington, KY 40506-0047
Dear Ms. Bennett,
The University of Kentucky Student Activities Board (SAB) has flocked to a new
virtual sphere where they tweet and FaceTime 24/7, in dorms, on sidewalks, in
restaurants, and any time of the day with net savvy students.
The Internet capability and availability for students has increased substantially
and opened a new venue for marketing and promotion. Because SAB has an inherent
responsibility to be responsible in the administration of student-funded finances, enrich
students’ lives, and reflect their diverse interests, it was advantageous to explore the
potential of the utilization of social networking.
The benefits of social networking, inclusive of it being inexpensive, the
convenience, the trendiness, and the student interest was researched was analyzed.
Surveys and questionnaires were conducted to ascertain the feasibility of utilizing social
media networking in promotional campaigns. SAB staff, advisors and faculty, after
reviewing the surveys and crunching numbers, collectively decided to adopt it as part of
its promotional campaigns.
This new implementation of social networking by SAB is providing inexpensive
and very effective promotional strategies for their sponsored events and activates. Social
networking using platforms such as Twitter, Facebook, Pinterest, and Youtube, have been
instrumental in successfully connecting with UK students. This connection has generated
interest and resulted in an increased attendance at SAB sponsored events. SAB has
determined that social networking has been a successful promotional strategy and intends
to continue its utilization for future promotion campaigns.
Sincerely,
Gabrielle Dudgeon
2. ITP Feature Story
10/252012 Thursday
Contact: Gabrielle Dudgeon
FOR IMMEDIATE RELEASE
SAB Utilizes Social Media for Promotions
Lexington, KY (Dec. 14, 2012)- A mouse and a click transports students to a virtual
highway where they can transverse lanes of information. Because of the convenience and
the accessibility of the Internet, University of Kentucky Student Activities Board (SAB)
has decided to make interaction easier for all students anywhere an Internet connection is
available.
SAB has initiated a new strategy of connecting with the student body. Students
have the opportunity to view all the SAB sponsored activities and it is not only
accommodating, but also effective, informative, and entertaining. Grace Hahn, a faculty
advisor and former member of SAB, is coordinating and supervising students in the new
endeavor.
"We have opened a highway on the Internet,” said Hahn. “This will provide
students with an opportunity to decide their preference in regard to the proposed
activities."
SAB began the strategy this fall in response to advanced technology and its
availability to an ever-increasing majority of the student body. The SAB promotions team
plans a reinvigoration of the promotion and marketing of events through the advanced
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3. technology available to students.
"It is simple, we have the technology, the Internet, and we decided that we should
take advantage of it,” Emily Collier, director of public relations for SAB said. “The social
media promotions target a larger audience of students and proves to be cost-effective.”
SAB has a long history of more than 70 years in the promotion of activities for the
enrichment of the student body. To continue the valued tradition of the events, it was an
inherent responsibility that new promotional efforts must be made.
In the past, SAB has utilized promotions that are paper oriented, time consuming,
and sometimes inadequate in connecting with all of the students. The failure to connect
with students is reflected in the lack of interest generated and the low attendance of each
event and activity.
“We have seen a decrease in interest and decline in attendance at some of the
most popular events,” said Hahn.
By tracking attendance through event evaluation questionnaires, SAB confirms
the increasing necessity to reach students in innovative ways. Student responses recorded
in the questionnaires, reinforce the idea to build attendance, SAB needs to utilize the
Internet to promote events.
“Questionnaires guide us in the direction the students want us to take,” said
Weston Dicken, director of marker research for SAB. “They speak and we listen.”
For easy accessibility, students can simply click on the website and view all the
events. The improved social media allows students to coordinate their schedules with the
event by simply viewing the overall event calendar.
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4. In terms of financial benefits, SAB will be able to save substantial funds that
would have been utilized to purchase advertising materials, such as posters and handbills.
These savings can be reflected in more quality events and activities.
“We’re lucky to have a substantial budget, funded through student fees,” said
Hahn. “We are always looking for new ways to improve the quality of our events and
saving money through social media allows us to do that.”
The website can be designed with visual displays and affects to reflect the activity
or event in a manner that will best showcase it. This additional enhancement on posters
and handbills would constitute more financial investment, where as on the Internet
facilitated by the talents of the promotions team, it would incur no additional expense.
In addition to the main website, SAB has established Twitter and Facebook
accounts as a means of promoting their activities and events. SAB is promoting these
social networking websites through contests under the guidelines, when the number of
"likes" reaches a certain milestone, a winner is chosen and is awarded a prize.
"I am confident that this new strategy of utilizing the Internet will enable SAB to
move forward into an advanced technological era," said Collier.
Before deciding to begin this new venture, SAB did an informal survey to
determine the availability of computers, smart phones, and E-Reader devices. It was
determined that more than 80 percent of University of Kentucky students had personal
Internet capability and those who did not, could access it through the library, friends, or
in computer labs.
The survey was also utilized to determine the amount of time and how often
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5. students were surfing the Internet, specifically UK websites, Facebook, and Twitter. The
analysis of the survey supported the theory that social networking was a viable option as
a facilitator for the promotion of SAB events.
“Students are busy, hurrying from class to activity, and no longer paying attention
to posters hanging in Whitehall or in the gym, but now they are spending all their free
time online,” said Collier.
SAB is the first of many student organizations taking advantage of the upsurge of
social media promotions. Student Government, Center for Community Outreach, and
Alternative Spring Break are also incorporating some of SAB’s methods for promotions.
“We strive to be at the head of the curve and we pride our reputation on being
cutting-edge on our promotions,” said Hahn.
As SAB looks to the future of promotions for events, the question that remains is
not if they will promote, but how they will promote. Through continued research,
groundbreaking analysis, and personal investigation, SAB moves forward in the next
stage of technological advances without hesitation.
“Don’t stop looking for SAB any time soon,” said Collier. “There’s always
something going on and there will always be a way for students to find out about it.”
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6. Contact Information:
Emily Collier
Director of Public Relations
Student Activities Board
859-257-8868
Weston Dicken
Director of Market Research
Student Activities Board
859-257-8868
Grace Hahn
Faculty Advisor
Student Activities Board
859-257-8867
Word Count: 975
7. Service Journalism Article
Contact: Gabrielle Dudgeon
FOR IMMEDIATE RELEASE
Social Media is a new Promotional Phenomena
Lexington, KY (Dec. 14, 2012)- An evolution has occurred in marketing and
promotion, and this can be attributed to the inception of social media. Technology has
made rapid advancements and the Internet has become available to most people, making
Social Media a new way to connect. Business, corporations, advertising firms, and
promotional agencies are becoming more aware of the options and benefits through the
utilization of Social Media.
At the University of Kentucky, the Student Activities Board has expanded their
promotional plans to include Social Media. According to Emily Collier, Director of
Public Relations at the Student Activities Board (SAB), social media has proven to be a
great promotional strategy. Before SAB implemented social media in their promotional
plans, according to Collier, the staff researched, analyzed, brainstormed and then
developed a plan.
To follow Collier’s advice, the first step in the successful utilization of social
media is planning. You need a road map or GPS (good planning strategy) so you won't
get lost. To make sure that your contents are presented in a unique manner with videos,
information graphics, and informational text, you have to decide on an appropriate
platform.
Different platforms can be utilized in social media marketing. To be effective the
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8. unique environment of each must be considered when developing a technique for
utilization. Facebook, Google, Pinterest, Twitter, and YouTube are some of most popular
social media platforms.
Facebook is an interactive platform where people chat informally. Your brand
must create a Facebook Business Fan Page, and be aware that the visual aspect is key
with Facebook. By constructing a layout that gets attention while remaining consistent
with brand image, Facebook will provide your brand with a valuable marketing tool.
Another interactive social marketing media tool is Twitter. It is a great tool
because it allows you to send instant tweets (messages) across the web. Remember to
garner traffic, these tweets should not only be about your brand, specials, updates, but
also entertaining, quirky, and fun. Twitter's focus is conservation and it is interactive so
always interact, answer tweets, or respond to compliments or criticism.
Google is the next platform to consider where the atmosphere is casual. A Google
circle is also helpful, which allows you to block certain information from unfriendliness
and competitors, or create a super fan circle to offer exclusive discounts to some frequent
friendly users. Google Hangout provides your brand the option of hosting
videoconferences for expanding client or customer base, such as a how-to session or
video chats.
Pinterest is a platform where the main marketing strategy is image not messaging.
Pinterest can be a beneficial tool in where your brand can showcase its product while
establishing a personality with its own pin boards. Pinterest is a valuable tool for retail
marketing utilizing images. Another social media imaging tool is YouTube.
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9. YouTube is video-centered and business find this social media platform to be
valuable in marketing brands through instructional "how to videos" or in describing their
brand. People are geared for visual advertising because of advancements in media
orientation so YouTube provides a way to connect with those who want information
presented in a quick, easy, and entertaining format.
The factors that make Social Media Networking worthy of exploration and
eventually implementation are Internet capability to reach a larger audience, it being
inexpensive in its utilization, and the ease of developing an effective, appealing, and
memorable advertisement. These factors combined with the availability of Internet are all
conducive to Social Media as a vacillator for promotions and advertising.
Several items must be considered in the process before implementation of social
media as a promotion tool. The first of which is content or brand image and commitment
to consistency in its portrayal. Your targeted audience should be able to identify your
company immediately, so make sure that the image projects your brand.
After deciding on platform utilization, (which ones to incorporate in design), and
brand image, it is time to get the word out. The social marketing tool that is perfect for
this is a blog. The blog will allow your company to share information about the most
recent events including the implementation of social media. One of the best features of a
blog is that it allows your brand to brag about its benefits.
Social media marketing is not the time to be shy. Your company needs to start
linking with other sources that contain relative or enjoyable information about your
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10. company. This will improve develop your reputation as being reliable and trust worthy.
Eventually your brand may even get some links in exchange. Other brands on the Internet
are constantly aware of what new brand is trending and if there is a threat.
In social media marketing, as in all areas, always be vigil about competitors. If
they have better links or better techniques, copy but improve and stay ahead in the game.
To determine if your social media networking is successful, attach tracking tags to
campaigns so that they can be monitored.
Collier was very satisfied with the utilization of social media as a promotional
strategy at the University of Kentucky SAB. Collier reiterated that the students are
enthused about how easy it is to connect with SAB and that there is a dramatic increase in
attendance during their sponsored events.
This new strategy of promotion is inexpensive, easy to implement with a good
strategy plan. Several social media platforms are available, interactive, image focused,
and combinations there of, that can be implemented in the plan. Social media is here and
in order for a brand to be competitive, stay trendy, and succeed, it should be explored to
be implemented in future promotional plans.
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11. The purpose of the Student Activities Board (SAB) is to enhance the college
experience by providing students and other members of the campus and local
communities with entertaining, educational and/or enriching programs that are reflective
of contemporary issues and trends.
The Student Activities Board (SAB) was established in 1942 by students for
students. SAB encourages student involvement and is one of the largest student-run
organizations on the University of Kentucky’s campus.
SAB is financially supported through the University of Kentucky Student fees.
These funds are utilized to enrich the lives of the students and community. Events and
programs are selected after student surveys, numerous discussions, and majority vote.
Student surveys including focus group surveys are the source of information
regarding student preference in the determination of events. These surveys are conducted
periodically during the semester and all feedback is analyzed and utilized. The biannual
all student survey is posted as e-mail and link on the SAB web site. It is a questionnaire
about SAB and upcoming events.
The Board is composed of three executives, nine programming committee
directors, four promotions directors, and committee chair members.
The executive student officers direct and supervise the entire organization. The
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12. executives are inclusive of:
• President
• Vice-President of Internal Affairs
• Vice-President of Promotions
The nine programming committee directors include: Campus Life, Cinema,
Concerts, Cultural Arts, Engaging Issues, Multicultural Affairs, Pop Culture, Traditions,
and SAB in the Halls, They direct and coordinate the efforts of nine independent
committees that program all of SAB’s events.
The five members of the promotions team are skill-based positions that assist the
programming committees by creating promotional materials. The University of Kentucky
students in these positions are all full time University of Kentucky students and are
employed part-time. The promotions team, supervised by the Vice-President of
Promotions, consists of:
• Director of Graphic Design
• Director of Information Technology
• Director of Public Relations
• Director of Market Research,
• Assistant Director of Graphic Design.
SAB core values are teamwork, enrichment, diversity, and stewardship. The end
result of programming based on these core values is an integral part of providing
leadership opportunities, instilling integrity, and requiring accountability. The core values
that define SAB result in the entertaining and educating events that enlighten UK’s
campus.
13. The University of Kentucky Student Activities Board is located on the University
of Kentucky campus in room 204 of the Student Center.
Connect with SAB at http://www.uksab.org; follow on Twitter at
http://twitter.com/UKSAB or like SAB on Facebook at
http://www.facebook.com/UKSAB. For more information about SAB and SAB events,
contact publicrelations@uksab.org or text a question beginning with SABQ, followed
by your question or comment, to 411-247.
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14. University of Kentucky Student Activities Board
204 Student Center
Lexington, KY 40506
“Get Connected” 30 sec. Radio Spot—As Recorded
(sfx: Carly Rae Jepsen’s “Call Me Maybe” song playing and fading into the background)
WOMAN- WANT TO STAY UPDATED ON ENTERTAING AND
EDUCATIONAL EVENTS HAPPENING ON UK’S CAMPUS?
MAN- UK STUDENT ACTIVITIES BOARD IS HERE TO HELP.
WOMAN- KEEP A SCHEDULE OF EVENTS ON YOUR SMART PHONE,
FACEBOOK, OR TWITTER FEED.
MAN- GET INSTANT UPDATES THROUGH TEXT MESSAGES AND
PHONE CALLS.
WOMAN- TAG YOURSELF AT EVENTS, PRE-SHOWS, AND CONCERTS
TO WIN PRIZES.
MAN- TURN OFF THE TV, TURN DOWN THE RADIO…
WOMAN- TURN ON THE COMPUTER AND GET CONNECTED.
MAN: VISIT WWW.UKSAB.ORG FOR MORE INFORMATION
(sfx: sounds of multiple pre-recorded technological devices [cell phone dialing, internet
connecting, etc.] and the gradual increase of volume of background music )
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15. University of Kentucky Student Activities Board
204 Student Center
Lexington, KY 40506
“Get Connected” 10 sec.—Live Radio Spots
Be a part of the UK Student Activities Board’s online network through your preferred
social media outlet. Visit www.uksab.org for more information. Stay updated and get
connected.
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UK Student Activities Board can plan your schedule for you with the click of a button.
Visit www.uksab.org for more information. Out with the old and in with a new way to
get connected.
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