The document outlines a public relations campaign to increase usage of the Buffalo Gold Card by 30% by the end of May 2011 through tactics like contests, savings and rewards programs, direct deposit options, social media giveaways and promotions, text message deals, and continued advertising. Primary research found that students wanted easier depositing, more spending areas, and special offers. The strategies aim to demonstrate the card's value and create interest through new opportunities.

1. BUFFALO GOLD CARDSPRING 2011 PUBLIC RELATIONS CAMPAIGNPREPARED BY:SANDRA EBLEVI

2. Primary Research Target audience: All Buffalo Gold Card holders

3. Emphasis on students

4. Research method: In-depth interviewsPrimary ResearchResponses from the interviewees “The depositing process is complicated.”

5. “If I would get direct deposits from my job at WT to my Buffalo Gold Card, I would use it.”

6. “The usage areas are limited.”

7. “More specials would make me put money on my Buffalo Gold Card.”Secondary Researchwww.buffalogoldcard.comCurrent Situation Negative language on the FAQWhat can be done? Reading a positive language motivates people more to use the productCan I get money off of my card? No. There is no way to get any kind of cash off of your Buff Gold Card. When you graduate or leave the college you will fill out a refund form, and the Business Office will send you a check for any balance over $10.00.How can I get money off of my card?You can get whatever you have left over $10 on your Buff Gold Card when you graduate or leave college by filing out a refund form and the Business Office will send you a check.

8. Secondary Researchwww.buffalogoldcard.comCurrent Situation ImpersonalWhat can be done?Headshots of the employees can be put to the website. Seeing photos causes a feeling of identification to the user.VS

9. Secondary ResearchWTAMU Buff Gold Card Facebook accountCurrent SituationOnly 79 members

10. Last update was October 14thWhat can be done? Announce, create buzz, Facebook special campaigns

11. More frequent updatesSecondary ResearchWTAMU Buff Gold Card Twitter accountThe average age of Twitter users is 31. Compared to 26 on Myspace and33on Facebook!!

12. ObjectivesTo increase the number of cardholders using the Buffalo Gold Card that make purchases to 30% by the end of May 2011.

13. StrategiesTo demonstrate that the Buffalo Gold Card is a valuable asset that the target market already possess.

14. To create opportunities that will spark interest of the target market.TacticsContestWho: StudentsWhat: The biggest spender throughout the semester among students will win a Lenovo IdeaPad S10-3 netbookWhy: To create a buzz on the brand and get people to use their Buffalo Gold Cards more with the incentive of the big prize. How: Facebook, Twitter, e-mail and additional advertising media

15. TacticsBuffSavingsWho: All Buffalo Gold Card holdersWhat: When cardholders spend money with their Buffalo Gold Cards, the card will automatically round up their purchase to the nearest dollar amount, and put that amount to a separate accountWhy: Everyone loves saving money!How: Facebook, Twitter, e-mail, and additional advertising media

16. TacticsBuffRewardsWho: All Buffalo Gold Card holdersWhat: Gaining reward points with some percentage (.5% on campus – 1% off campus) on the expenses and spending those points as gift cards to sponsoring stores.Why: To motivate cardholders to use Buffalo Gold Card where they canHow: Facebook, Twitter, e-mail and additional advertising media

17. TacticsBuffDepositWho: All Buffalo Gold Card holdersWhat: The cardholders will be able to get their salaries from WTAMU direct deposited to their accounts if requested.Why: Promotes the usage of the card. How: Facebook, Twitter, e-mail, and additional advertising media

18. TacticsTwitter and Facebook GiveawaysWho: StudentsWhat: The 250th student who will follow the brand on Twitter and like it on Facebook will win a gift card to one of the sponsoring stores.Why: Awareness of the social networking accounts and driving students to those mediaHow: Facebook, Twitter, e-mail, and additional advertising media

19. TacticsBuffTextWho: All Buffalo Gold Card holdersWhat: A mass text message will be sent to the cardholders who opt-in for the service about the specials of supporting merchantsWhy: Promotes the campaigns and the brand. Drives business to supporting merchants.How: Facebook, Twitter, e-mail, and additional advertising media

20. TacticsAdvertisingAll advertising will be kept in place. BGC will still be advertised in The Prairie, The Canyon News and The One 91.1 as well as WT-TV. Also Facebook ads will be utilized to hit the target market and to let them know that BGC is on FB with campaigns and deals.