The public relations plan aims to address 3 issues: 1) College students are unaware of the Camden Kroc Center and its benefits. 2) There is no communication between the Kroc Center and college students. 3) College students may be hesitant to visit Camden due to its stigma. The objectives are to increase awareness of the Kroc Center by 75% in 6 months, increase conversations with college students by 100% in 6 months, and decrease Camden's negative stigma so 40% more students feel comfortable visiting within 6 months. Strategies include promoting the Kroc Center's amenities, establishing social media presence, and emphasizing its Cramer Hill location over Camden to improve safety perceptions.

1. Public Relations Plan
Rowan University PRaction

2. Issues & Correlating Objectives
Issues Objectives
Issue 1: College students in surrounding area are
unaware of the new Camden Kroc Center and what
it has to offer its members
Objective 1.0: Increase knowledge of the Camden
Kroc Center and its member benefits by 75 percent
by month six
Issue 2: There is no line of communication
established between the Camden Kroc Center and
college students in the area
Objective 2.0: Increase conversations among
college-aged students and the Camden Kroc Center
by 100 percent by month six
Issue 3: College students in the area may be hesitant
to travel to Camden because of the stigma attached
to the city
Objective 3.0: Decrease negative stigma of Camden
and make 40 percent more students comfortable with
visiting Camden by month six

3. Research

7. Objective 1: Increase knowledge of the Camden Kroc Center and its
member benefits by 75 percent by month six
Strategy 1.1: College students will recognize the Camden Kroc Center as an innovative community facility with amenities not
currently provided for college students in other facilities
Tactic 1.1.1: buy commercial time on local media around colleges (including college media)
1.1.2: Reserve space at community events for information booths
1.1.3: Hand out free day passes at school events
1.1.4: Recruit Rowan students as ambassadors
1.1.5: Ensure website contains media rich content that appeals to college students
1.1.6: Reach out to college organizations and Greek life offering to host events
1.1.7: Arrange for Kroc Center information to be included in student orientation packets

8. Objective 2: Increase conversations among college-aged students and
the Camden Kroc Center by 100 percent by month six
Strategy 2.1: Kroc Center will establish lines of communication
Tactic 2.1.1:Proactively engage with local college students on social media (including Facebook groups)
2.1.2: Initiate college student ambassador program
2.1.3: Fliers posted around selected college campuses
2.1.4: Partner with college organizations, Greek life and related departments within the school
2.1.5: Invite local celebrities to make appearance at Kroc Center for media coverage (Donovan McNabb, Eddie Murphy)

9. Objective 3: Decrease negative stigma of Camden and make 40
percent more students comfortable with visiting Camden by month six
Strategy 3.1: College students will feel more comfortable entering the city of Camden to go to the Kroc Center
Tactics 3.1.1 Kroc Center shuttle
3.1.2 Emphasize Cramer Hill location as oppose to Camden to avoid negative connotation
3.1.3: Anticipate questions surrounding safety and prepare answers

10. Objective 3: Decrease negative stigma of Camden and make 40
percent more students comfortable with visiting Camden by month six
Strategy 3.1: College students will feel more comfortable entering the city of Camden to go to the Kroc Center
Tactics 3.1.1 Kroc Center shuttle
3.1.2 Emphasize Cramer Hill location as oppose to Camden to avoid negative connotation
3.1.3: Anticipate questions surrounding safety and prepare answers