6. Target Your Talent6 | Executive Summary
The University of Missouri Health Management and
Informatics graduate degree program is highly ranked
among other universities across the nation. The program
provides dissemination of health care services by
providing education, research and service activities to
its students by preparing them for future success in the
medical field.
Through the research conducted, it became evident that
no other health management and informatics degree
program is comparable to the quality and cost of the
University of Missouri’s HMI program. In order to further
strengthen the quality of applicants to the program
certain marketing and branding strategies should be
implemented.
The residential program aims to attract young applicants
who may have worked in their desired fields for a few
years, as well as those who have just graduated with their
undergraduate degrees. The University of Missouri’s HMI
program needs to leverage effective and popular social
media channels in order to interact with high quality
millennial applicants.
In order to gain applicants who may not be in the
immediate area, MU HMI’s presence on the Internet needs
to become stronger. This can be achieved with an updated
website and a higher SEO.
The campaign is targeted to Millennial Maximizers who
regularly seek out information from social media platforms
and the Internet. These efforts will raise awareness of
the MU HMI graduate program by starting a conversation
about their program and its benefits on these same
digitial channels.
executive Summary
10. Target Your Talent10 | Situation Analysis
company analysis
The HMI program posesses a clear vision to become
a national leader in education, research and service.
They work to attain this goal through a strong mission
and engaged faculty. This program promotes the
dissemination of health care services by providing
education, research and service activities for the health
care community across Missouri. The department’s
guiding principles emphasize value, knowledge,
leadership, technology and quality. These values can be
identified as key components to the success of the HMI
program in generating health industry leaders.
Key drivers of revenue and profit for the HMI program
reside in its strongly supportive alumni network. Intimate
class sizes of approximately 30 students results in
a sense of community that promotes lifelong loyalty.
Not only do alumni provide financial support, but they
have also proved to be valuable in helping students
with professional development. This interconnectivity
correlates with the 100 percent placement of students in
jobs just 90 days after graduation.
Value
KnowledgeLeadership
Technology Quality
situation analysis
11. Situation Analysis | 11Target Your Talent
competitive analysis
MU’s health management program is ranked 38th
out of
68 programs. Its score depicts the average rating from
surveys of academics at peer institutions. The top-
ranked health management program is at the University
of Michigan. Their marketing tactics emphasize the
competency of faculty as world-renowned members with
active research agendas. Interestingly, their content also
illustrates a strong alumni networking system. A video on
their website advertises the student-alumni connections
that are fostered there. An abundance of alumni mentors
and well-respected instructors seem to be the focal points
of UM’s advertising.
Other competitors such as University of Illinois Chicago,
St. Louis University and University of Michigan put a
large amount of effort into their websites, but not many
external sources. They strongly emphasize rankings and
accreditations through graphics and text, which attract
immediate attention. MU HMI would benefit from boldly
illustrating its strengths in advertising, social media and
via their website.
Although the alumni are central components of the
success of HMI, it is imperative to illustrate other
information that sets them apart. The following are
competitive advantages of the MU HMI program:
• Superior education comparable to Johns Hopkins
• Price: $35,000 out of state tuition, making it one of
the top 10 most affordable HMI programs in the US
• CAHME accredited
These strengths distinguish the department from others
across the United States. It is nearly impossible to find
the same quality of education for the price of MU’s
HMI program. There are also only around 100 other
accredited health management programs available. This
accredidation is a valuable tool for students, as it ensures
that they are receiving an education that is practical and
valid.
company analysis cont.
#1 university of
michigan
#38 university of
missouri, University of
illinois chicago
#11 St. louis
university
12. Target Your Talent12 | Situation Analysis
Eight out of ten MU HMI students were referred by alumni
consumer analysis
The student who chooses to attain a higher degree is
driven by ambition and intrinsic motivation. They want
to pursue a career that will be financially rewarding and
self-actualizing. These individuals seek programs that are
well respected and reasonably priced. Eighty percent of
current students at the MU HMI program were referrals
from alumni. This helps attract high quality candidates,
because the alumni only recommend serious individuals.
Although there are a few exceptions, most students are
affiliated with the University of Missouri through prior
education or relative location.
13. Situation Analysis | 13Target Your Talent
=20 percent of economy invested
in healthcare
market analysis
The health industry as a whole is growing due to the
emergence of the baby-boom generation into retirement.
Currently, more than 20 percent of the economy is in
health care. This correlates to the increased pressure
placed on hospitals for improvement. The recent
exponential growth in technology coincides with the
expansion of hospitals and creates a demand for health
management programs.
The need for health informatics stems from dramatic
advancements in information technology and
advancements in medical care delivery1
. Tens of
thousands of people also work in the health management
field. Hospitals require distinguished leadership in its
CEOs to successfully operate2
.
While health management is a mature industry, research
in health informatics illustrates more recent development.
The emerging academic discipline stems from an evolution
of medical engineering and technologies3
. It is imperative
to implement health informatics in order to care for the
rapidly aging American population.
Research on informatics as it relates to the aging process
is still in its infancy, but further developments in this
research are expected to yield more useable data about
the aging population4
.
This information can be used to guide marketing efforts
of this campaign. Qualified candidates for the HMI
program can be reached by effectively marketing the
growing need for health management and informatics. An
abundance of jobs in the flourishing health care industry
should appeal to the residential target of this campaign.
Marketing tactics for other HMI programs often feature
a combination of video and text. These elements depict
features that appeal to a variety of audiences, including
residential and executive student targets. Although
minor differences exist between competitors in the
category, there are notable similarities. Websites are
the main source of information about competing health
management programs. Moreover, many programs use
notable statistics to illustrate student success.
For instance, on its website, the SLU health management
program advertises that 93 percent of its graduates are
employed after three months5
.
14. Target Your Talent14 | Situation Analysis
Swot analysis
Strengths
• Cost effective: $9,431 per year
• 100 percent of MHA graduates are employed within
three months
• CAHME accredited
• Strong financial and networking support from alumni
• Small class sizes (average of 30) instill a sense of
community
• Overlap between MHA and HMI programs allow for
graduation in three years instead of four, but with two
degrees
• Health Ethics Certificate available
• 90 residential applicants per year
weaknesses
• MU HMI program is ranked number 38 out of 68
programs in the US News Rankings for Best Health
Management Programs
• Print and broadcast marketing has been unsuccessful
in the past
• Low search engine optimization on Google
• Social media and website need to be improved
• Lack of strong photography and videography content
on the MU HMI website compared to competitors
• Only 9 percent of survey respondents had heard of
MU HMI
• Organic search ranks 61st
on Google when “health
management graduate programs” is searched
15. Situation Analysis | 15Target Your Talent
2012
2022
Growth of Employment of Health
Services Managers
opportunities
• Over 20 percent of the U.S. economy is in healthcare
• As technology advances, there is a growing need for
health informatics
• Employment of health service managers is expected
to grow by 23 percent between 2012 and 2022
• Median salary for health manager: $92,810
• 26 percent of college students enroll in graduate
school within a year of graduation
• 93 percent of survey respondents use organic
search to find information on graduate schools
• Survey respondents ranked employment after
graduation as most important to them, followed by
accreditation and cost
• Google recently removed paid ads on the right hand
side of organic searches, making SEO more essential
threats
• Hospitals cut operating costs by 20 percent in 2015,
limiting health informatics job opportunities
• Students report interest in graduate programs with
larger student bodies
• The University of Michigan’s Health Management and
Policy program is ranked first in the United States
• Health care data is projected to get more complex in
the future
• 76 percent of survey respondents were not
interested in health management
• First Google search result gets 34 percent of clicks
• Second search gets 17 percent of clicks
• Third search gets 12 percent of clicks
18. Target Your Talent18 | Primary Research
primary research
survey
Perspective Advertising created a nation-wide survey that
was distributed through social media in order to reach
the millennial demographic. The survey received 234
respondents and after screening, 149 participants were
able to complete the survey. The online survey mainly
addressed questions regarding general graduate school
interest and knowledge of the University of Missouri’s
HMI program. The goal of the survey was to gain a better
understanding of the target audience and where they look
for graduate school information.
Perspective Advertising set out the primary research
process with four overarching questions in mind:
1. Are quality applicants aware of the program?
2. How to reach the target audience?
3. Where do prospective graduate students look for their
information?
4. What are the most important qualities of a graduate
program?
survey results
Where would you go to get information about graduate
programs?
• 93 percent of respondents use organic search to find
information on graduate schools
• 58 percent use word of mouth
• 54 percent use print
Are you interested in the health management field?
• 76 percent were not interested in the health
management field
Are you more inclined to attend an accredited graduate
program?
• 77 percent said that they would be more inclined
Are you aware that you’re able to go into health
management if you didn’t get a health related degree?
• 55 percent said no
93% use organic
search
58% use word
of mouth
54% use print
19. Target Your Talent Primary Reseach | 19
Rank the following in importance to you in regard to
a graduate program: cost, accreditation, class size,
location, employment rate after graduation, and time
commitment/schedule
• Most Important: Employment Rate
• 76 percent said that this was a VERY important
factor in their decision
• Least Important: Class Size
• Almost 33 percent of respondents said that class
size was unimportant
Have you heard of the Health Management and
Informatics graduate program at the University of
Missouri?
• 91 percent of respondents haven’t heard of MU HMI
• Of those that had heard of the program:
• 42 percent heard about it from friends/peers
• 33 percent heard about it through classes
survey results cont.
20. Target Your Talent20 | Primary Research
in-depth interviews
After the survey process, Perspective Advertising
conducted 10 interviews with individuals who had taken
the survey. Interview subjects were selected based on
a variety of categories, such as GPAs, GRE scores, work
experience in the health field and interest in graduate
school. By interviewing subjects similar to the client’s
ideal student body, Perspective Advertising gained critical
insights into the target group.
interview takeaways
Website development and upkeep is crucial.
• 90 percent of interview respondents said they would
use the Internet to gain information on graduate
programs
There are common driving factors that millennials look for
in their education:
• Cost, location and quality of education are three
important factors when looking at graduate programs
What is a quality education?
• According to subjects:
• “Top-notch” professors and faculty
• Practical and transferable skills
• Uniqueness of educational opportunities
• Beneficial relationships with professors and fellow
classmates in programs (i.e. study groups)
MU’s HMI program lacks name recognition
• 90 percent of interview subjects (who fit criteria
the client desires) had never heard of the University
of Missouri’s HMI Program (including subjects who
currently attend MU)
Importance of a strong alumni network:
• All subjects agreed that a strong alumni network
would be enticing and would draw them to the program
90 percent of subjects had never heard
of MU HMI
24. Target Your Talent24 | Strategy
target profile
Insights
Based on primary research, Perspective Advertising was
able to develop insights about the target. The target
audience considers themselves to be tech-savvy because
they grew up using technology and believe it has all
the answers. They are fascinated with its capabilities,
opportunities and love having the world at their fingertips.
The target will continue to rely on technology as it grows
more prevalent, and will mature alongside it. Our target
group is also highly sociable. They desire connections with
others and the experiences they gain from them.
We put these insights together to create our target:
Millennial
Maximizers.
Millennial Maximizers are recent graduates with degrees
in either health sciences, business or management. They
are in the process of taking the GRE, or have already
taken it and scored in the 75th percentile.
They are self-directing in their work and have a desire
to serve others through their professional and effective
managerial skills. They want a good return on investment
from their graduate program and expect to have
professors whom they can hold in high esteem. They
are sociable and outgoing, but still take academics and
professional success seriously. They are comfortable with
technology and strive to be effective leaders.
25. Strategy | 25Target Your Talent
meet taylor
“Hi, I’m Taylor! I am a 23-year-old Missouri
native. I recently completed my undergraduate
degree in health sciences, and I am excited
to further my education in graduate school.
I embrace leadership opportunities and I am
respected for my managerial skills. Furthering
my education is important to me personally
and professionally. I thrive in professional and
friendly work environments, and have a positive
impact on my co-workers. I appreciate and
encourage diversity in the workplace. I value
remaining connected to my colleagues.”
28. 28 | Creative Target Your Talent
big idea
rationale
This campaign’s approach will be effective for the
University of Missouri’s Health Management and
Informatics degree program. Research shows that
Millennial Maximizers constantly seek ways to improve
themsleves and their career opportunities. They value
social connections and want to be part of a rewarding
company and career field. Since the Perspective
Advertising staff is similar to the target demographic in
both age and educational experience, we have been able
to create a powerful campaign that resonates with the
target. This campaign is direct, measurable and delivers
results for the MU HMI program.
tagline
The tagline for this campaign is “target your talent.” This
tagline was built upon the understanding of Millennial
Maximizers as individuals who are not afraid to construct
a successful future for themselves. The visual for this
tagline has an arrow to reflect and visually communicate
the target group’s passion for setting and achieving a
goal in their personal and professional lives.
32. Target Your Talent32 | Media
creative brief
brand strategy statement
Millennial Maximizers are recent college graduates who
are always looking toward their future. The target not only
wants to get the most bang for their buck in terms of an
education, but also has a strong desire to help others.
In order to reach millennials looking to maximize their
talents, Perspective Advertising will place heavy emphasis
on MU HMI’s digital strategy.
These tactics, such as social media presence and SEO,
will be effective because millennials were raised on the
Internet. Research shows that they use it as their first
step in gathering any sort of information about academic
programs. By strengthening HMI’s SEO through content
generation, Perspective Advertising believes that higher
quality millennial candidates will be able to learn about the
program and find it more easily.
why we are advertising
The campaign’s goal is to increase the quality of
applicants who apply to the MU HMI program.
what we know about them
• “Gives experience in the field. Faculty who [is]
present and hands on. A program that would help its
students obtain jobs.”
takeaway
The University of Missouri’s HMI program is an
approachable, accredited and affordable program with
small class sizes and an excellent alumni support system.
They are tech-savvy
• When asked where they would look for information
about graduate school, 90 percent of our interviewees
said the Internet would be the first place they would
search.
• “I’d look at the website of each school itself.”
They desire to gain quality skills and knowledge in their
education.
• “An education that is unique, has a stick. Something
that you couldn’t get anywhere else.”
• “Gaining transferable skills. Learning about how to be
adaptable in different skill sets and fields. Being able to
do work that is relevant and useful.”
33. Media | 33Target Your Talent
support
• Sixth largest accredited program in the United States
• Accredited by CAHME and The Higher Learning
Commission
• One of the top ten most affordable programs in the
United States
• $9,431 per year
• Average class size is 30 students
• Small classes encourage alumni engagement
tone
Aspirational, Vibrant, Inspired
mandatories
Brand Standards (HMI logo, URL, social media)
creative sparks
Pursuing something you’re passionate about
Knowing your passion will benefit others through your
work
hmi.missouri.edu
34. Target Your Talent34 | Media
target: Tiger nation
Media
media objective
• Increase awareness of the University of Missouri’s
HMI program around campus and surrounding schools
in the Midwest
• Increase the amount of quality applicants for
Missouri’s HMI program by 8 percent
media strategy
• Who: Male and female recent college graduates and
young professionals throughout the Midwest
• When: Late summer and early fall when students
begin exploring graduate program opportunities
• Where: Midwest region, in colleges and workplaces
• What: Strong Internet presence with solid content and
high levels of awareness
• How: High frequency to increase awareness and
content creation to boost SEO
35. Media | 35Target Your Talent
integrated media plan
Digital
• Hire a digital marketing agency to increase
SEO for the HMI website, which will raise its ranking
on search engines. It is important to rank highly in
online search results so that potential students can
learn about the program while researching graduate
schools. Primary research found that 93 percent of
respondents would do a website search first when
looking to get information about graduate programs.
• Content Creation for the HMI program’s website to
make it more relevant and timely for the modern. The
current HMI website is out-of-date, and although an
update is forthcoming, the new website should contain
quality content that will attract potential students to the
program. It is important for the website to look credible
so students will realize the benefits of the program.
Another recommendation is to hire a professional
photographer or videographer to produce professional
looking content.
• MU Info Announcement sent out via an MU Info
email to increase the amount of students who are
being exposed to the program for the first time. The
HMI program wants students from multiple areas of
study. This is an easy and effective strategy to increase
overall student awareness of the MU HMI program.
Primary research shows that most students at MU
aren’t even aware of this program.
social
• Twitter: The MU HMI program currently does not
have a Twitter account, which is essential to remain
relevant with the target audience. HMI would tweet
out events, promotions, student achievements,
guest speakers, application deadlines, scholarships,
internships and other relevant information.
36. Target Your Talent36 | Media
• Facebook: Implement a new Facebook strategy with
content that includes informing current, former and
prospective students on the program and upcoming
events. Creation and solid strategy within these social
channels will also help with SEO. The campaign could
implement sponsored posts and target individuals
who have been searching for HMI programs within the
Midwest. This tactic would effectively disseminate the
campaign message to the target audience.
• YouTube Channel: Creation of a YouTube channel
owned by MU HMI would get prospective students
excited about the program and help spread the word.
The channel could include promotional videos and
testimonials from professors, alumni and current
students. Someone would also send these videos to
MizzouTube, which would reach a larger audience and
a variety of schools within the University of Missouri.
• Hire Unpaid Intern: Hire an unpaid intern for
course credit from the MU School of Journalism or
the Trulaske College of Business to keep social media
channels and content engaging, up-to-date and
relevant.
social cont.
traditional
• Flyers: Place flyers around different buildings and
schools on the University of Missouri’s campus. The
program attracts students from several different
areas of study, so flyers would be placed around the
business school, journalism school, nursing school
and other buildings around campus to increase overall
awareness about the program. Perspective Advertising
also suggests placing flyers in colleges around the area
including Stephen’s College, Columbia College, Central
Methodist University, Moberly Area Community College,
etc.
37. Media | 37Target Your Talent
public relations
• Prospective Students’ Day Event: Students that
have applied for the program and been accepted would
come visit the school in the spring. They would be able
to tour the campus and meet with future professors.
The event would encourage students to talk about the
program via social media by using #TargetYourTalent.
This event not only encourages students to commit to
the program, but it would also result in earned media,
such as conversations and impressions on social media
channels.
40. Target Your Talent40 | Budget
budget allocation
Digital Media
Hire Digital Media Company for SEO Optimization
MU Info Announcement List (Online Form)1
Hire Professional Photographer/Videographer
Social Media
Paid Social Ads Twitter Video View Campaign
1000 Impressions priced at $0.10-0.50
Paid Social Ads Twitter Conversion Campaign
500 click-throughs up to1000 click-throughs at $1.682
Facebook Paid Ads $5-$25 per day for 1 month
Hire Unpaid Intern
*No Paid Ads/Promoted Content
Traditional Media
General Flyers (250, 500 & 1000 Copies)
$0.35 per print; $0.25 per print for 1000+3
Good
$4000
$50
$100
$0*
$0*
$0*
$0
$88
Better
$4500
$50
$250
$100
$840
$150
$0
$175
Best
$5000
$50
$500
$500
$1680
$750
$0
$250
41. Budget | 41Target Your Talent
Public Relations
Prospective Students’ Day (Weekend-Long
Event)
Saturday Breakfast (Donuts, coffee, water)+
Saturday Luncheon (University Catering)+
Box lunch or Buffet Options
Sunday Morning Goodbye Breakfast+
Coffee Break or Buffet Options4
Invitations (90 applicants; $1.25 per copy) 3
Guest Speaker Gifts (5 Speakers)
+Prices based on estimated 45 attendees
*Digital copies sent via e-mail
Total
Good Better Best
$50
$538
$268
$0*
$25
$5119
$60
$673
$358
$113
$50
$7319
$70
$718
$538
$113
$100
$10269
Budget allocation cont.
42. Target Your Talent42 | Budget
media calendar
january february march april may
june july august september october november
december
• Start social media
account and efforts
(owned)
• Hire a digital
marketing agency to
start SEO
• YouTube content
creation (owned)
• Start distributing
general flyers
• Start promoting
YouTube Videos
• Continue with flyers
(paid)
• Have program
information sent out via
MU Info
• Continue with previous
efforts
• Sponsored Facebook
posts (paid)
• Continue with previous
efforts
• Continue with previous
efforts
• Continue with previous
efforts
• Send out event
invitations
• Continue with previous
efforts
• Event reminders
• Prospective Students’
Day Event
• Event hashtag (earned)
• Showcase how the event
went via social media
(owned & earned)
• Prepare to continue
efforts for next incoming
class of students
*Social media updates should be posted three to seven times per week across Facebook and Twitter.
46. Target Your Talent46 | Evaluation
evaluation
There are many factors that students take into account
when they make a decision about enrolling in a graduate
program. Many graduate students are Millennial
Maximizers who utilize and rely upon technology and
the Internet to help them make important decisions
throughout their lives. That is especially true for the
residential candidates of the MU HMI program.
This campaign will capture and engage the target
audience through a strategic revamp of HMI’s website
and social media outlets. This will increase and retain
overall audience engagement. Based on extensive
primary and secondary research of similar graduate
health management programs and in-depth interviews
with current and potential graduate students, Perspective
Advertising has assembled these recommendations for
MU HMI. This gives the program the tools it needs to
increase the overall quality of its residential student
applicants.
Tactics and strategies that will improve MU HMI’s name
recognition and applicant quality include utilizing SEO to
increase their website ranking on search engines, creating
and maintaining social media channels to promote their
graduate degree program and exercising traditional
advertising outlets like flyers and face-to-face networking
events. These tactics will build program and name
recognition among students across the MU campus. If
these recommendations are followed and the campaign
is implemented, the MU HMI program will see measurable
and meaningful gains in both the quality and quantity of
applicants to its residential program for the next academic
year.
Tracking the GPA and GRE scores of applicants in the
coming years will be a simple way to evealuate the
success of the campaign.
50. Target Your Talent50 | Appendix
sources
situation analysis budget allocation
1. Mizzou Identity Standards. (n.d.). Retrieved April 1,
2016, from http://identity.missouri.edu/calendar/event-
promotion-guidelines.php
2. Ads pricing | Twitter for Business. (n.d.). Retrieved
April 1, 2016, from https://business.twitter.com/help/ads-
pricing
3. University of Missouri Printing Services and Digiprint
Centers. (n.d.). Retrieved April 16, 2016, from http://
ps.missouri.edu/
4. Off-Site Catering | University Club of MU & University
Catering. (n.d.). Retrieved April 16, 2016, from http://
uclub.missouri.edu/off-site-catering/information.htm
1. Yansoff, W. Et al. (2000). Public Health Informatics:
Improving and Transforming Public Health in the
Information Age. Journal of Public Health Management
and Practice, 67-75. Retrieved March 12, 2016.
2. Department of Health Management and Informatics
(Ed.). (2015). Why HMI. Retrieved April 16, 2016, from
http://hmi.missouri.edu
3. Kushniruk, A. W. Et al. (n.d.). Patients’ and physicians’
understanding of health and biomedical concepts:
Relationship to the design of EMR systems. Journal of
Biomedical Informatics, 35(1), 8-16. Retrieved March 12,
2016.
4. Koch, S. Et al. (n.d.). Health informatics and the
delivery of care to older people. Maturitas, 63(3), 195-
199. Retrieved March 11, 2016.
5. Department of Health Sciences and Informatics (Ed.).
(2016). Master of science in health informatics. Retrieved
April 16, 2016, from Doisy College of Health Sciences
website: http://slu.edu
54. 54 | Meet the Team Target Your Talent
perspective advertising
Perspective Advertising is a diverse yet cohesive team made up of University of Missouri students. They go above and beyond when it comes to getting the job done
while having fun along the way. The team members are eager to help each other out, but also enjoy expressing their individual talents through their specific roles.
You can find them at iTap or the Journalism School for team meetings. They are always ready to give you a little Perspective.
55. Target Your Talent Meet the Team | 55
kirsten atkins Cassie Crescenzo
kelsey cox
Account Executive
• Kelsey hails from a small town outside of Kansas
City-Odessa, Mo. She is a senior at the University of
Missouri and will graduate in May with a Bachelor of
Journalism, a Minor in Business, a Sales Certificate and
as an Honors Student. Kelsey has accepted a sales
position with Cerner upon graduation and looks forward
to traveling with her job, as she is a huge foodie and
enjoys experiencing new cultures.
• Fun Fact: Kelsey has run two half marathons: the St.
Jude Half Marathon in Memphis and the Hospital Hill
Half Marathon in Kansas City.
• Guilty Pleasure: “The Bachelor/Bachelorette.”
Media Planner
• Kirsten is from a tiny town just north of Columbia that
nobody has heard of. She will graduate in May with a
Bachelor of Journalism and a minor in Business, and
hopes to work in several places across the country
before settling down. Kirsten loves nice weather, patios
and spur of the moment adventures.
• Fun Fact: Kirsten graduated high school with a class
of 23.
• Guilty Pleasure: Slightly obsessed with donuts --
specifically from Strange Donuts.
Copywriter
• Cassie is a typical deep dish pizza, Blackhawks, and
Portillo’s loving girl from the south side of Chicago. She
is set to graduate in May with a Bachelor of Journalism
and a minor in Psychology. Working for a fun, relaxed
and creative company while getting to travel would be a
dream. Cassie loves the outdoors, a good book, music,
snowboarding and laughing.
• Fun Fact: Cassie played soccer for 17 years.
• Guilty Pleasure: Eating brownies-and by brownies she
means the batter.
56. 56 | Meet the Team Target Your Talent
matt gannon
sarah hesse
patrick lebeau
Public Relations
• Patrick is a senior pursuing a Bachelor of Journalism
at the University of Missouri. Originally from
suburban Chicago, Patrick has spent the last three
years working and studying in Missouri. Following
graduation, he hopes to pursue a career in corporate
communications. Patrick spends his free time keeping
up with current events, drinking too much coffee,
reading and dreaming of traveling the world.
• Fun Fact: Patrick has never traveled outside of the
United States before, but has a valid passport.
• Guilty Pleasure: “Keeping Up With the Kardashians.”
Account Planner
• Matt was born and raised in Kansas City. He will
be graduating from the University of Missouri in May
with a Bachelor of Journalism, minors in Business
and Religious Studies and an Honors Certificate. Matt
plans to attend law school at the University of Missouri
next fall, focusing primarily on disability law and estate
planning. He spends his free time running, playing
basketball and golfing.
• Fun Fact: Matt was raised in a Jayhawk family and has
a picture with KU Basketball Coach Bill Self.
• Guilty Pleasure: “School of Rock” is still one of his
favorite movies.
Social Media Specialist
• Sarah is a senior at the University of Missouri and will
graduate in May with a Bachelor of Journalism, a minor
in psychology and a Diversity Certificate. Sarah plans
on attending law school in the fall.
• Fun Fact: Sarah works for JumpStart and enjoys
teaching children how to read and write. She also
enjoys traveling, trying new foods and working out.
• Guilty Pleasure: Watching “Game of Thrones” and
“Keeping Up With The Kardashians.”
57. Target Your Talent Meet the Team | 57
michaela witt
cara yeaton
Designer
• Michaela is a native of Kansas City, but dreams
of warmer weather and constant sunshine. She will
graduate with honors in May 2016 with a Bachelor of
Journalism and hopes to find a comfy, quirky ad agency
or creative firm to call home. Michaela enjoys mimosas,
cat videos, glitter and a good laugh.
• Fun Fact: Michaela is an only child and she likes it
that way, thank you very much.
• Guilty Pleasure: Eating frosting out of the can and
watching “Friends” on loop for the 13th
time.
Researcher
• Cara grew up in a suburb of Chicago. She will be
graduating in May with a Bachelor of Journalism, minor
in Psychology, and a Diversity Certificate. Cara plans
to pursue a career in public relations after graduation,
and is looking forward to doing some traveling this
summer. In her free time, you can find her either
working out, drinking wine, or watching “The Bachelor.”
• Fun Fact: Cara broke her arm four times from
snowboarding and playing soccer.
• Guilty Pleasure: Addicted to online shopping.
