This document proposes creating a relational database to help Mayborn School of Journalism effectively communicate with various stakeholder groups. The database would contain information on current/prospective students, alumni, faculty, donors, and sponsors to allow tailoring messages. Data would be collected from existing sources and updated regularly. The database would support multi-channel communications including direct mail, advertising, public relations, and social media. Success would be measured through analytics tracking engagement, enrollment changes, and surveys. The goal is to promote Mayborn and increase applications/student loyalty through targeted communications.

1. Database Proposal JOUR 4012Proposed by: Melissa Kaylor

2. Mayborn’s Mission “To prepare students with ethicalvalues and lifetime communicationand intellectual skills, and for successful careers in the professions representedby the school's undergraduatestudy areas and its graduatedegree programs.”

3. Who we are reaching out to Students CurrentGraduateUndergraduateProspectiveGraduateUndergraduateAlumniOf MaybornOf related departmentsOf other schoolsFaculty/Friends

4. Current

5. Prospective

6. Donors/Sponsors

7. Current

8. PossibleOur Messages to StudentsCurrent (Undergraduate/Graduate)Internship/job fairs and opportunitiesScholarship OpportunitiesNew updatesProspective (Undergraduate and Graduate)Information about Mayborn’s programsRaise awareness of opportunities at MaybornRemind them that we’re hereOffers and other information

9. Our Messages to AlumniOf MaybornOpportunities to get involvedJob opportunitiesNetworking opportunitiesOther alumni updatesOf other schools and departments Graduate and other opportunities at Mayborn

10. Our Messages to Faculty, Friends, Donors, and SponsorsSpreading awareness of Mayborn’s values, success, and plans for the futureReminders of opportunities to contribute to the successKeeping everyone in the loop regarding current information and events Thanking for support and contributions

11. The Function of a Relational DatabaseA relational database consists of separate tables of information that are grouped by common associations within the groups. The associations are considered relationships between separate groups.These relationships can be selectively defined and combined through specific queries. This allows flexible selection of different groups as needed for different messages to groups of people.

12. What We Need From a Database A collection of data in a relational database program that allows the school to reach all of the people via email, physical mail, phone, social media sites, etc. with the messages that are tailored to each of them.Valuable, well-groomed dataAn affective launching point for all communications The following slide is an outline of the database and proposed communications strategy.

13. Customer Base: Potential/current Mayborn Students/alumni/donors/sponsors/faculty/friendsPurchase History: Tuition, fees, donations (alumni)Demographics: UNT Mayborn Students/Prospects and AlumniPsychographics: Students/academics interested in an education in JournalismCategory Network: want to earn a degree in journalism studiesDatabaseCompetitive users: Students with degrees from other schools or applicants who apply to other schoolsSwing Users:Transfers, and alumni from other schools alsoLoyal Users: Current students, upperclassmen and alumniClassificationMayborn Magazine, Ten Spurs, Strong Words Magazine, and school website Ads in non-UNT journals and other campus recruitment School website, ads in other Journalism/education journalsContact ManagementRaising awareness of why this school is a good value and a better choice/ reminder of what we have to offer Making them aware of this school’s value and what it has to offer academically Reinforce and reward their decision to be at Mayborn SchoolCommunications ObjectiveMayborn school of Journalism remains the best choice and continues to pay offMayborn is a great school and will prepare JOUR students thoroughly for the professional worldBrand NetworkImage-Mayborn school is nationally accredited and valuable Marketing ObjectivesIncrease number of in-coming student applications and increase students’ selection of this school even after accepted into competing programs also Keep current users by maintaining satisfactionIncrease number of incoming transfers, new applicants, and 1st time prospects Marketing Communication TacticsDirect marketing, event marketing, advertising and public relationsDirect marketing, advertising, and public relationsDirect marketing, advertising, and public relations

14. Building the DatabaseWhere we will collect data The school’s current databaseCurrent and past enrollment information Local listing informationHigh school graduate informationResponses from events and emailsOther relevant lists we findIt will be built and applied to up-to-date relational database software (i.e. Microsoft Access)

15. Maintaining the DatabaseData hygieneKeeping the data clean and up-to-dateEnsuring that the new database has value and is effective by reaching the right people with the right informationCleansing data will help improve ROI (return on investment) by ensuring money is not wasted on sending mail to incorrect addresses The key to maintaining clean dataCleanse data regularlyMerge/purge repeat dataCorrect typos Address standardization

16. Media SuggestionsDirect MailPhysical mail (postcards, envelopes, etc.)EmailAdvertisingLocal radioPrint in relevant publicationsBillboardsPublic RelationsLocal community involvementAccreditation Event MarketingJob FairsRecruitment at events

17. Media Suggestions (cont)Social MediaFacebookPage with friends, focus on students and alumniPost updates and blogsSend messagesPost updates on statusNingCreate an official social networkTwitterRecruit followersPost updates as Tweets YouTubeStudents and others can post videos about Mayborn school, values, and simply put the word out there about the school.