MIPA Marketing & Branding Campaign Plan Book 2014Audrey Zigmond
This document contains a marketing and branding campaign plan book for the Missouri Interscholastic Press Association (MIPA) to boost membership and rebrand. It includes a situation analysis which examines MIPA's competitive environment against other scholastic journalism organizations in Missouri, as well as an internal analysis of MIPA's finances and strategy. Research on MIPA's target audiences of high school journalism teachers/advisers and students in Missouri is also presented. The campaign goals are to increase MIPA membership by 20% and raise awareness of MIPA through rebranding and active social media.
Final Chapter Plan Academic Year 2011-2012ericb1989
This is the document utilized to guide my marketing organization\'s vision for the academic year. A follow-up Annual Report was written to evaluate progress toward meeting these goals.
This document discusses the importance of using social media to connect with students and their families. It notes that most teens are online daily and accessing social media frequently, so teachers should consider establishing a social media presence to communicate class information and engage stakeholders. Social media allows for rapid communication updates and overcomes barriers like language and disabilities through accessibility features. The document encourages teachers to work with their school to set up appropriate social media accounts for their classrooms.
Illinois State University 2014-2015 Annual ReportJack Rumsey
The Illinois State University American Marketing Association annual report summarizes the organization's achievements in 2014-2015. Key achievements included successfully hosting their 3rd annual talent show fundraiser, planning a 5K run and walk to benefit a local nonprofit, and having members win third place at a regional marketing case competition. The report also outlines the organization's focus on professional development activities like resume workshops and networking events, as well as developing relationships with local businesses and other student groups.
This document outlines the 2016-2017 chapter plan for the American Marketing Association chapter at Johnson & Wales University in Providence. It details the chapter's goals of recruiting new members, hosting professional development events, participating in community service, and fundraising. A calendar of planned events is provided, as are proposed budgets and financial plans. The chapter aims to increase networking, skills, and career opportunities for its members through these various activities and events over the coming year.
The Detroit Regional Chamber announced the addition of two new
partnership agreements that further expands Intern In Michigan as a collaborative statewide initiative and
bolster the program’s presence in Upper and Mid-Michigan.
The document summarizes the mission and activities of the Milwaukee chapter of the National Black MBA Association. The chapter aims to build intellectual and economic wealth in the African American community through various programs and partnerships. Key activities include professional development workshops, networking events, and community service initiatives like a mentoring program for high school students. Membership provides access to career resources and connections with local businesses and professionals.
MIPA Marketing & Branding Campaign Plan Book 2014Audrey Zigmond
This document contains a marketing and branding campaign plan book for the Missouri Interscholastic Press Association (MIPA) to boost membership and rebrand. It includes a situation analysis which examines MIPA's competitive environment against other scholastic journalism organizations in Missouri, as well as an internal analysis of MIPA's finances and strategy. Research on MIPA's target audiences of high school journalism teachers/advisers and students in Missouri is also presented. The campaign goals are to increase MIPA membership by 20% and raise awareness of MIPA through rebranding and active social media.
Final Chapter Plan Academic Year 2011-2012ericb1989
This is the document utilized to guide my marketing organization\'s vision for the academic year. A follow-up Annual Report was written to evaluate progress toward meeting these goals.
This document discusses the importance of using social media to connect with students and their families. It notes that most teens are online daily and accessing social media frequently, so teachers should consider establishing a social media presence to communicate class information and engage stakeholders. Social media allows for rapid communication updates and overcomes barriers like language and disabilities through accessibility features. The document encourages teachers to work with their school to set up appropriate social media accounts for their classrooms.
Illinois State University 2014-2015 Annual ReportJack Rumsey
The Illinois State University American Marketing Association annual report summarizes the organization's achievements in 2014-2015. Key achievements included successfully hosting their 3rd annual talent show fundraiser, planning a 5K run and walk to benefit a local nonprofit, and having members win third place at a regional marketing case competition. The report also outlines the organization's focus on professional development activities like resume workshops and networking events, as well as developing relationships with local businesses and other student groups.
This document outlines the 2016-2017 chapter plan for the American Marketing Association chapter at Johnson & Wales University in Providence. It details the chapter's goals of recruiting new members, hosting professional development events, participating in community service, and fundraising. A calendar of planned events is provided, as are proposed budgets and financial plans. The chapter aims to increase networking, skills, and career opportunities for its members through these various activities and events over the coming year.
The Detroit Regional Chamber announced the addition of two new
partnership agreements that further expands Intern In Michigan as a collaborative statewide initiative and
bolster the program’s presence in Upper and Mid-Michigan.
The document summarizes the mission and activities of the Milwaukee chapter of the National Black MBA Association. The chapter aims to build intellectual and economic wealth in the African American community through various programs and partnerships. Key activities include professional development workshops, networking events, and community service initiatives like a mentoring program for high school students. Membership provides access to career resources and connections with local businesses and professionals.
North Carolina Charter Schools: Excellence and Equity Through Collaboration Self-Help Credit Union
On January 27, 2014, Self-Help and the A.J. Fletcher Foundation convened over 40 North Carolina education leaders to shed light on the challenges and opportunities of an expanding charter school sector, including opportunities for charter and district leaders to work collaboratively. This report presents the issues and recommendations elevated at the convening and in subsequent discussions among the convening organizations.
The Education Alliance launched several new initiatives in the past year focused on remaking learning for West Virginia students, including a STEM Network Schools program, financial literacy initiative, and partnerships to support early childhood education. The STEM Network Schools program aims to increase student engagement in STEM subjects and has already trained over 430 teachers. A new financial literacy initiative works to strengthen students' financial capability and increase college access. United Way Born Learning Academies partner with schools to provide early childhood education resources and support to over 260 families.
This document discusses lessons learned from the Communities for Public Education Reform Fund (CPER) about how grantmakers can support collaboration among grantees to advance social change goals. Some key lessons include:
- Funding clusters of interconnected groups with shared goals in a location, rather than individual groups, incentivizes collaboration and reduces funding tensions.
- Grantees are best able to identify their own collaborative partners; forced collaborations rarely succeed.
- Appreciating differences in mission, priorities, pace, and culture between groups like organizers and advocates is important for collaborations to work.
- Providing multi-year funding, local staff support, convenings, and capacity building resources can help nurture relationships
HESAA's mission is to provide students and families with the information and resources necessary to attain education beyond high school. It serves as both a federal guaranty agency and a state higher education authority, allowing it to provide comprehensive financial aid programs. The document is HESAA's 2013 annual report, which highlights the organization's grants, scholarships, student loans, college savings programs and outreach initiatives that help make higher education accessible and affordable for New Jersey students and families.
Monroe County Autism Foundation Campaign PresentationSkylar Whitney
This document provides a situation analysis and communications plan recommendation for the Monroe County Autism Foundation (MCAF). It analyzes MCAF's history, goals, competitors, reputation, current communications tools/strategies, audiences, and social media presence. The key findings are that MCAF lacks a strong online presence and brand recognition. The document then outlines a three-month public relations campaign to launch on June 1st. The campaign aims to increase MCAF's visibility and awareness among key audiences through expanding their social media presence, creating a monthly newsletter, redesigning brochures, and purchasing radio advertisements.
An overview of the Michigan STEM Partnership, a non-profit organization for STEM initiatives. Document also includes data related to STEM careers in the U.S. and in Michigan.
#SocialMedia, Advancement, and Fundraising in Education 2013Michael Stoner
This white paper reports on findings from the fourth survey of social media in advancement, conducted in January and February, 2013, by Huron Education and mStoner in partnership with The Council for Advancement and Support of Education. [Results do not represent perspectives on the use of social media in learning and teaching or student recruitment and admissions.] Published October 2013.
This case study includes 6 new case studies of how schools, colleges, and universities use social media to raise money.
50 Years of History: The Consortium for Graduate Study in ManagementKurt Greenbaum
The Consortium is commemorating its 50th anniversary in 2016. Learn about the organization, the people who created it, the stories behind it and opportunities to cover this landmark moment in our nonprofit's life.
This newsletter presents information about the activities and the events involving Hofstra University's Zarb School of Business.
Please read about our accomplishments. We are very proud of them.
Thanks.
There will be a series of newsletters posted at SlideShare. :-)
The document provides a review of an Australian football club's current operations and structures. It notes that the club currently operates on a volunteer model with little accountability or consultation from football experts in decision making. There is no clear hierarchy, sporting director, or long-term plans. The junior and senior programs lack consistency in coaching philosophy, player development pathways, and data collection. Overall, the club lacks professionalization, marketing, clear vision, and support for its coaches and players. The review aims to highlight these issues and suggest transitioning to a more sustainable organizational model.
The newsletter provides updates on events from the NorthWest Marketing Research Association (MRA) over the past year. It includes messages from the President and Editor, updates from scholarship winners, information on upcoming events, summaries of past events, and financial reports. The organization held numerous educational and networking events, awarded scholarships to students, and remains in a strong financial position.
A Strategic Communications Campaign_BFKS_MorrisseyOlivia Morrissey
This document provides an overview and introduction for a strategic communications campaign created by Olivia Morrissey for Big Brothers Big Sisters of Greater Columbia. The campaign aimed to increase fundraising, awareness and participation for the organization's annual Bowl For Kids' Sake event in order to help stabilize its funding. Morrissey conducted research among Bigs and staff to understand motivations and barriers for event involvement. She then developed goals, strategies and tactics to encourage participation through targeted messaging using various communication channels. Evaluation after implementation would assess if the campaign met its objectives of gaining more match and staff involvement in BFKS 2015.
The document provides an update on efforts to establish a statewide coalition in Missouri to advocate for higher education. It discusses outreach conducted with various higher education organizations across the state to gauge interest. It proposes creating a new non-profit organization called Missouri's Higher Education Partnership with a board, advisory council, supporters, and $200,000 annual budget. The organization would engage in research, education, and advocacy efforts to support higher education issues to legislators and opinion leaders across the state. An initial meeting is planned for interested supporters in November 2009 to discuss the new organization.
Palomar College GEAR UP Partnership Program:
Improving the Lives of Local Youth in North County San Diego through Sustainable Business Partnerships
Prepared for: Calvin One Deer Gavin
Therese Cisneros-Remington
Prepared by:
April Stotler
Christopher Newman
David Harris
Kelly Bussey
Silvia Monterrosa
The Western Connecticut State University AMA Collegiate Chapter aims to revitalize their chapter in the 2014/15 school year. Their goals include expanding professional development opportunities through guest speakers, competing in national competitions, and increasing their fundraising efforts through corporate sponsorships after having their school funding cut in half. They plan to host various events for professional development, community service, membership recruitment, and fundraising. Their goals are to increase their national competition placements, recruit more members, and raise $3,300 to support their programming through sponsorships and fundraising events.
Market Analysis Harmon-Hodge Stem School 2Megan Clapham
The document provides a market analysis for Harmon-Hodge STEM School, a private K-8 STEM school in Tampa, Florida. It analyzes the school's strengths such as its clear mission and values. It also examines weaknesses like the school's small size and lack of information online. Opportunities for expansion, such as adding high school grades, are discussed. Competition from other local schools is identified as a threat. The analysis concludes with recommendations to diversify the student body and appeal to donors through restructuring the website and promoting STEM education.
The UMBC Softball Program is facing a significant drop in fundraising from its student-athletes that is contributing to a lack of resources. Currently, only 65% of student-athletes are meeting their fundraising goals. The program aims to increase this to 95% of student-athletes reaching their goals through a 30% increase in fundraising efforts. A review found issues with the fundraising process, motivation, time constraints, knowledge, and rewards system. Recommendations include implementing a formal fundraising platform with efficient procedures, donor relations, and rewards to address these gaps.
This document is a collection of photo credits from various photographers including andymangold, sciencesque, Keoni Cabral, C. VanHook Images, Tony Fischer Photography, Leonard John Matthews, heraldpost, woodleywonderworks, stevendepolo, Rex Pe, St. George's School, Abhishek Jacob, Steve and Sara, JD Hancock, and Spirit-Fire. The document encourages the reader to get started creating their own Haiku Deck presentation on SlideShare.
Pecha kucha michael and dyan completeddyanbradshaw
This document discusses mood tracking technology and persuasive technologies used for surveillance. It references articles from Livestrong.com and a blog about mood tracking apps and the ethical issues around constant surveillance through technology like CCTV cameras.
This document discusses various investment options for seniors, including real estate investment trusts (REITs), bonds, and selling life insurance policies. It notes that communicating investment opportunities to seniors can be difficult due to perceptions that investment is long-term and risky for their age. However, there are short-term investment options like REITs and short-term bonds that can provide returns within 3-5 years. It also explains that seniors may be able to access money for investment by selling their life insurance policies. The document emphasizes advising seniors on balancing growth opportunities while avoiding risks that are unsuitable for their timeframe and needs.
Users (politicians, CEOs, journalists, lawyers, etc.) tolerate the idea that is impossible create better operating systems and applications, without errors and backdoors.
In an SW environment totally lacking critical look at the work of programmers, testers, analysts.
North Carolina Charter Schools: Excellence and Equity Through Collaboration Self-Help Credit Union
On January 27, 2014, Self-Help and the A.J. Fletcher Foundation convened over 40 North Carolina education leaders to shed light on the challenges and opportunities of an expanding charter school sector, including opportunities for charter and district leaders to work collaboratively. This report presents the issues and recommendations elevated at the convening and in subsequent discussions among the convening organizations.
The Education Alliance launched several new initiatives in the past year focused on remaking learning for West Virginia students, including a STEM Network Schools program, financial literacy initiative, and partnerships to support early childhood education. The STEM Network Schools program aims to increase student engagement in STEM subjects and has already trained over 430 teachers. A new financial literacy initiative works to strengthen students' financial capability and increase college access. United Way Born Learning Academies partner with schools to provide early childhood education resources and support to over 260 families.
This document discusses lessons learned from the Communities for Public Education Reform Fund (CPER) about how grantmakers can support collaboration among grantees to advance social change goals. Some key lessons include:
- Funding clusters of interconnected groups with shared goals in a location, rather than individual groups, incentivizes collaboration and reduces funding tensions.
- Grantees are best able to identify their own collaborative partners; forced collaborations rarely succeed.
- Appreciating differences in mission, priorities, pace, and culture between groups like organizers and advocates is important for collaborations to work.
- Providing multi-year funding, local staff support, convenings, and capacity building resources can help nurture relationships
HESAA's mission is to provide students and families with the information and resources necessary to attain education beyond high school. It serves as both a federal guaranty agency and a state higher education authority, allowing it to provide comprehensive financial aid programs. The document is HESAA's 2013 annual report, which highlights the organization's grants, scholarships, student loans, college savings programs and outreach initiatives that help make higher education accessible and affordable for New Jersey students and families.
Monroe County Autism Foundation Campaign PresentationSkylar Whitney
This document provides a situation analysis and communications plan recommendation for the Monroe County Autism Foundation (MCAF). It analyzes MCAF's history, goals, competitors, reputation, current communications tools/strategies, audiences, and social media presence. The key findings are that MCAF lacks a strong online presence and brand recognition. The document then outlines a three-month public relations campaign to launch on June 1st. The campaign aims to increase MCAF's visibility and awareness among key audiences through expanding their social media presence, creating a monthly newsletter, redesigning brochures, and purchasing radio advertisements.
An overview of the Michigan STEM Partnership, a non-profit organization for STEM initiatives. Document also includes data related to STEM careers in the U.S. and in Michigan.
#SocialMedia, Advancement, and Fundraising in Education 2013Michael Stoner
This white paper reports on findings from the fourth survey of social media in advancement, conducted in January and February, 2013, by Huron Education and mStoner in partnership with The Council for Advancement and Support of Education. [Results do not represent perspectives on the use of social media in learning and teaching or student recruitment and admissions.] Published October 2013.
This case study includes 6 new case studies of how schools, colleges, and universities use social media to raise money.
50 Years of History: The Consortium for Graduate Study in ManagementKurt Greenbaum
The Consortium is commemorating its 50th anniversary in 2016. Learn about the organization, the people who created it, the stories behind it and opportunities to cover this landmark moment in our nonprofit's life.
This newsletter presents information about the activities and the events involving Hofstra University's Zarb School of Business.
Please read about our accomplishments. We are very proud of them.
Thanks.
There will be a series of newsletters posted at SlideShare. :-)
The document provides a review of an Australian football club's current operations and structures. It notes that the club currently operates on a volunteer model with little accountability or consultation from football experts in decision making. There is no clear hierarchy, sporting director, or long-term plans. The junior and senior programs lack consistency in coaching philosophy, player development pathways, and data collection. Overall, the club lacks professionalization, marketing, clear vision, and support for its coaches and players. The review aims to highlight these issues and suggest transitioning to a more sustainable organizational model.
The newsletter provides updates on events from the NorthWest Marketing Research Association (MRA) over the past year. It includes messages from the President and Editor, updates from scholarship winners, information on upcoming events, summaries of past events, and financial reports. The organization held numerous educational and networking events, awarded scholarships to students, and remains in a strong financial position.
A Strategic Communications Campaign_BFKS_MorrisseyOlivia Morrissey
This document provides an overview and introduction for a strategic communications campaign created by Olivia Morrissey for Big Brothers Big Sisters of Greater Columbia. The campaign aimed to increase fundraising, awareness and participation for the organization's annual Bowl For Kids' Sake event in order to help stabilize its funding. Morrissey conducted research among Bigs and staff to understand motivations and barriers for event involvement. She then developed goals, strategies and tactics to encourage participation through targeted messaging using various communication channels. Evaluation after implementation would assess if the campaign met its objectives of gaining more match and staff involvement in BFKS 2015.
The document provides an update on efforts to establish a statewide coalition in Missouri to advocate for higher education. It discusses outreach conducted with various higher education organizations across the state to gauge interest. It proposes creating a new non-profit organization called Missouri's Higher Education Partnership with a board, advisory council, supporters, and $200,000 annual budget. The organization would engage in research, education, and advocacy efforts to support higher education issues to legislators and opinion leaders across the state. An initial meeting is planned for interested supporters in November 2009 to discuss the new organization.
Palomar College GEAR UP Partnership Program:
Improving the Lives of Local Youth in North County San Diego through Sustainable Business Partnerships
Prepared for: Calvin One Deer Gavin
Therese Cisneros-Remington
Prepared by:
April Stotler
Christopher Newman
David Harris
Kelly Bussey
Silvia Monterrosa
The Western Connecticut State University AMA Collegiate Chapter aims to revitalize their chapter in the 2014/15 school year. Their goals include expanding professional development opportunities through guest speakers, competing in national competitions, and increasing their fundraising efforts through corporate sponsorships after having their school funding cut in half. They plan to host various events for professional development, community service, membership recruitment, and fundraising. Their goals are to increase their national competition placements, recruit more members, and raise $3,300 to support their programming through sponsorships and fundraising events.
Market Analysis Harmon-Hodge Stem School 2Megan Clapham
The document provides a market analysis for Harmon-Hodge STEM School, a private K-8 STEM school in Tampa, Florida. It analyzes the school's strengths such as its clear mission and values. It also examines weaknesses like the school's small size and lack of information online. Opportunities for expansion, such as adding high school grades, are discussed. Competition from other local schools is identified as a threat. The analysis concludes with recommendations to diversify the student body and appeal to donors through restructuring the website and promoting STEM education.
The UMBC Softball Program is facing a significant drop in fundraising from its student-athletes that is contributing to a lack of resources. Currently, only 65% of student-athletes are meeting their fundraising goals. The program aims to increase this to 95% of student-athletes reaching their goals through a 30% increase in fundraising efforts. A review found issues with the fundraising process, motivation, time constraints, knowledge, and rewards system. Recommendations include implementing a formal fundraising platform with efficient procedures, donor relations, and rewards to address these gaps.
This document is a collection of photo credits from various photographers including andymangold, sciencesque, Keoni Cabral, C. VanHook Images, Tony Fischer Photography, Leonard John Matthews, heraldpost, woodleywonderworks, stevendepolo, Rex Pe, St. George's School, Abhishek Jacob, Steve and Sara, JD Hancock, and Spirit-Fire. The document encourages the reader to get started creating their own Haiku Deck presentation on SlideShare.
Pecha kucha michael and dyan completeddyanbradshaw
This document discusses mood tracking technology and persuasive technologies used for surveillance. It references articles from Livestrong.com and a blog about mood tracking apps and the ethical issues around constant surveillance through technology like CCTV cameras.
This document discusses various investment options for seniors, including real estate investment trusts (REITs), bonds, and selling life insurance policies. It notes that communicating investment opportunities to seniors can be difficult due to perceptions that investment is long-term and risky for their age. However, there are short-term investment options like REITs and short-term bonds that can provide returns within 3-5 years. It also explains that seniors may be able to access money for investment by selling their life insurance policies. The document emphasizes advising seniors on balancing growth opportunities while avoiding risks that are unsuitable for their timeframe and needs.
Users (politicians, CEOs, journalists, lawyers, etc.) tolerate the idea that is impossible create better operating systems and applications, without errors and backdoors.
In an SW environment totally lacking critical look at the work of programmers, testers, analysts.
This document outlines a marketing and branding campaign plan for the Missouri Interscholastic Press Association (MIPA). Primary research in the form of surveys was conducted with Missouri high school journalism teachers/advisers and students to understand awareness and perceptions of MIPA. The surveys found low awareness of MIPA among students but identified benefits such as support and networking. The campaign aims to boost MIPA membership by 20% through rebranding and increasing awareness on social media and websites popular with the target audiences.
The Illinois State University American Marketing Association achieved several goals over the past year, including increasing professional development opportunities for members, raising over $3,000 through various fundraising events, and partnering with local businesses. A key achievement was their third annual talent show which raised $1,100 and engaged 500 attendees. Looking forward, they plan to host a 5k run to benefit charity and further develop fundraising strategies.
The document describes the Walter E. Griscti chapter of the Public Relations Student Society of America (PRSSA) at the University of South Florida. It provides information on PRSSA's mission to enhance students' public relations knowledge and provide career opportunities. It also outlines the chapter's goals of connecting students to their future beyond graduation. Additionally, it discusses the chapter's strengths and weaknesses, target audiences, research findings, objectives to increase membership and brand awareness, and sample tactics used in a promotional campaign.
ASA helps underprivileged students and families navigate the college planning and financing process through programs like their College Planning Centers and SALT Live mobile counseling services. They also work to expand access to financial education through digital tools on saltmoney.org, which saw over 2 million user interactions in 2015. By engaging users, SALT improves their understanding of topics like student loan repayment options and managing credit card debt. ASA aims to eliminate financial barriers to education through counseling and resources from K-12 through retirement.
(St-Lawrence Alumni Association A Social Media Marketing Plan.docxaryan532920
(
St-Lawrence Alumni Association: A Social Media Marketing Plan
) (
2018
Megan & Yousef
1/6/2018
)
Current Analysis
The St-Lawrence Alumni is an association who try to inform, invest and involve the current and past graduates to give back to their college. In addition, the Alumni Association is in place to keep graduates connected to each other. They are connected to the foundation of the college because, the foundation is also concerned in raising money for the college.
To inform the alumni, the college has numerous ways including the voyager news letter which is printed once a year, they have a job bank for the graduates and they plan reunions to help graduates stay connected. They are always looking for new ways to raise funds for the various projects including the uncommon campaign which is currently in place. Currently they receive funds from annual givers, Major gifts, corporate sponsorships, wills and bequests and much more, all from people in the communities in which the colleges are located. In addition, the alumni association gets involved in the colleges and the communities. They accomplish this by planning events, advisory board, volunteer opportunities, steward ship programs, and more.
Each year, the Alumni Association, raises an average of 1.5 million in donation but every now and then there are long term campaigns. Currently there is a five-year campaign called the Uncommon Campaign which is aimed at raising 11 million within five years. Currently after only 14 months, they have raised nine million mostly from major sponsors and corporations. However, the issue of donating comes back to human nature in which they tend to donate to face to face interactions. This is hard when there is only seven members of the team.
In addition, there are 92,000 alumni that the college is aware of however only 60,000 are included in the database in which we know their name, phone number and address. The other 32,000 are “lost”. That becomes an issue, how to reach these lost alumni for donations. Other issues include, low return on equity for bursaries, how to attract alumni as they tend to stay within their small communities and how they will reach the goal for the Uncommon Campaign.
Therefore, the research below will mainly be focused on how to attract donors, retain alumni and inform alumni of their benefits.
ResearchHow to make a social media marketing plan:
According to Evan LePage’s blog, there are six steps to making a proper marketing plan on social media. The first step is to create SMART goals, objectives and mission statements. These goals are used as benchmarks for measuring the return on investments. In addition, it is easier to modify the plan as it goes around. SMART goals are a great idea because they are specific, measurable, attainable, realistic and timely, this means they can be assessed to see if the campaign is going well.
The second step is to conduct a social media audit. To accomplish th ...
American Marketing Association - Strategy ReportSam Cheema
Marketing strategy plan for SUNY New Paltz AMA plan - 2016. This plan was devised for the premise of the degree in Marketing Communications at SUNY New Paltz. This plan was further implemented by the AMA and won an award.
FSM aims to increase higher education access and success for youth from foster care in Michigan. From 2012-2014, FSM focused on short-term outcomes. It established 12 on-campus support programs, up from 5 originally. It provided backbone support to these programs through its Higher Education Consortium. Enrollment of youth from foster care in higher education increased over this period as well. While progress was made on short-term goals, longer-term outcomes like graduation rates and career transition success will require continued effort.
Marketers in higher education face increasing challenges in converting prospective students due to financial concerns surrounding student loan debt, competition from online programs, and students relying on social media for information. To meet continued demand for postsecondary education, schools must understand how digital media has empowered students throughout the decision process and tailor their marketing strategies to influence students at different stages. A study found that students develop a shortlist of typically just three schools early in the process before contacting schools. Friends, family and peers are highly influential information sources second only to school websites. Professional networks are also important influencers. Schools need content marketing strategies that engage students throughout the entire decision journey.
The social media plan aims to increase engagement with the Northwest Office of Volunteer Services through improving social media presence. Goals include getting people talking about Volunteer Services, raising awareness of Alternative Spring Break, and partnering with other organizations. Strategies involve sharing stories and multimedia about service, promoting campus events, and measuring engagement through tools like Hootsuite. A sample calendar outlines planned social media content for September and October.
Student Bridges is a student-run organization at UMass Amherst that aims to increase college access, awareness, and success for underrepresented students. It has four main programs: community outreach, university retention support, policy advocacy, and academic tutoring/mentoring. The document presents a logic model that outlines Student Bridges' inputs, activities, outputs, and intended outcomes and impacts. It analyzes key stakeholders and proposes evaluation questions to assess whether the organization is implementing planned activities and achieving learning outcomes and impacts like improved academic performance and feelings of support among mentees.
PA-CAP provides assistance to students seeking higher education. It aims to improve communication with donors through new branding, publications, media relations and interactive tactics. The document outlines research conducted, including a survey of donors and reviews of competitor websites. It then recommends tactics to achieve the goal of increasing donor participation and improving donor relationships through branding, publications, media relations, social media, and special events.
The New Heights Program provides support services to expectant and parenting teen students in DC public schools to help them graduate and become self-sufficient. It addresses the high dropout rate and risk of repeated pregnancies. Services include counseling, childcare assistance, and educational workshops. The program is currently only funded by grants and needs permanent funding to ensure long-term support of these students. The PR campaign aims to raise awareness of how vital the program is and encourage the district to allocate ongoing funding.
SwimAbility Canada provides one-on-one swimming lessons to children with special needs through university student volunteers. It addresses the lack of swim programs for these children. Using a franchise model, SwimAbility has expanded to 15 cities across Canada. This model allows for growth while sharing costs. Chapters operate most activities while the board focuses on long-term goals. SwimAbility maintains consistent branding, communications, and policies across chapters through centralized control, ensuring high quality service as it rapidly expands to more locations.
The document summarizes a research report on the effectiveness of an internal newsletter called "The Exchange" published by Millersville University's University Communication and Marketing Department. Key points:
1. The Exchange has been published since 1967 but its effectiveness has not been evaluated. It aims to inform faculty, staff, and retirees but may not be meeting the needs of its readers.
2. Starting in July 2009, it will only be available online, not in print, which could impact readers without computer access.
3. The report analyzes the newsletter's current situation and identifies opportunities to increase its effectiveness and educate readers about the change to digital format. Telephone surveys of 400 readers were conducted to evaluate the newsletter and
This marketing plan aims to increase enrollment of nontraditional students at UW-Whitewater. Research included examining competitors' programs, surveying current nontraditional students, and conducting a SWOT analysis. Key findings were that students valued proximity and flexibility of online/hybrid classes. The plan outlines targeting two-year college students, promoting the nontraditional student "pad" and online options, and messaging about affordable, prestigious programs close to home with supportive professors and small class sizes. Strategies include outreach to two-year colleges, advertising, social media, email marketing, and website optimization to attract nontraditional students. Objectives are to raise awareness of programs and increase student satisfaction.
This document provides a summary of research conducted on recruitment strategies for UBC Sororities. The research included surveys of 200 new sorority members, focus groups with members from each sorority chapter, and analysis of the UBC Sororities website and Facebook page. The research aimed to evaluate the effectiveness of Facebook advertisements, the website in driving people to sign up pages, and printed and online promotional materials in educating potential new members. Key findings from the qualitative research included that the top reasons for joining were to meet new people and seek sisterhood. Most recruits were unaware of scholarship opportunities. The quantitative research analyzed metrics from the digital properties to understand how to improve recruitment strategies. Recommendations focused on increasing emphasis on scholarships, translating
Social Media Strategy - Young Leaders SocietyKristyn Schwiep
The United Way of West Alabama Young Leaders Society presented a social media strategy to increase membership, position UWWA as a leader in the community, and connect with local young professionals. Their goals are to use social media platforms like Facebook, Twitter, YouTube, and a blog to build awareness of volunteer and donation opportunities. Two key audiences were identified: graduate students and 22-40 year old professionals. The strategy outlines content creation and promotion across channels, and measuring success through analytics. Events, contests and an incentive program aim to engage audiences and encourage participation. Staff will require training to effectively implement and maintain UWWA's social media presence.
This integrated marketing plan outlines strategies to launch a Rochester College credit card in partnership with Chief Financial Credit Union. The objectives are to create awareness of the credit card and gain applications. Strategies include direct mail postcards, magazine advertisements, social media ads, emails and signage at events and on campus. The target audiences are students, alumni, faculty/staff and friends of the college. Evaluation of applications received after marketing pushes will assess progress towards the goal of 100 applications in the first year.
This document outlines a public relations campaign for Special Olympics South Carolina focusing on their Project UNIFY initiative. The campaign aims to increase awareness of Project UNIFY among teachers, administrators, and students in South Carolina schools to promote inclusion of students with intellectual disabilities. Primary research included an online survey of administrators and teachers as well as interviews with those already involved in Project UNIFY. The research findings will help the campaign achieve its goals of engaging more schools in Project UNIFY and reducing stigma around intellectual disabilities.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
Basic Management Concepts., “Management is the art of getting things done thr...DilanThennakoon
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Evaluating the Effectiveness of Women-Focused MarketingHighViz PR
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
5. 5
ExecutiveSummary
MIPA is looking to boost membership and
rebrandtheirhistoricorganizationin2015.Over
the past couple of years, MIPA has dealt with
strong competition from similar organizations
and therefore needs to increase the number of
members in order to sustain the organization.
MIPA has a large opportunity for growth due
to the statewide geographical area it serves.
MIPA needs to focus its communication and
marketing objectives to support the promotion
of their organization through a strong social
media and online presence that will resonate
most with two specific target audiences, the
first being Missouri high school journalism
teachers and advisers, the second being
Missouri high school students.
After conducting a SWOT analysis and primary
research, our team has determined the
marketing and communication goals for MIPA’s
campaign.
Themarketinggoalistoincreasemembership
in MIPA before J-Day by at least 20 percent.
MIPA needs 8 new schools to join the
association in order to reach this goal. The
communications goal is to raise awareness
and relevance of MIPA throughout the state
of Missouri through rebranding and creating
active social media accounts, particularly
Facebook, Twitter and Instagram.
This campaign will work to ensure MIPA is
top of mind when advisers and teachers
think of journalistic organizations that will
benefit their students and other faculty
members. This will also discourage members
to join similar associations that charge lower
membership fees because MIPA will provide
the strongest network and best resources.
Executive Summary
7. General Environmental Analysis
MIPA was founded almost 100 years ago in
1923, so it is currently in the mature stage of its
category. However, it is also currently stagnant,
as there has not been much growth in recent
years, and awareness of the organization is low.
This combination of being in both a stagnant
and mature market will make it difficult to
garner interest and gain new members. This is
especially true in regards to getting students to
switch over from one journalism association
to MIPA, or convincing them to join multiple
journalistic groups.
The MIPA member fees are $225 for a regular
membership; $275 for a late membership
when paid after December 1, 2014; $100 for
an associate membership for a non-teacher
individual or organization. It is an extra $60 per
adviser for a membership to JEA.
The high school student, teacher, and
adviser turnover rate
There might be gaps in activity if active
graduating seniors are succeeded by
underclassmen who are less involved in MIPA.
There is also the possibility that new advisers
and teachers may not be familiar with MIPA
and its goals and purpose.
Economic and political concerns with public
school district funding
Many public school districts, particularly
in Missouri, struggle with funding for their
programs. No extra money or disposable
income means they have to cut back on
expenditures, which could mean cutting the
$225 MIPA membership.
Seasonality when students are on vacation.
It is difficult to keep MIPA top of mind during
summertime when students are on vacation.
7
SituationAnalysis
8. Target Analysis
SituationAnalysis
8
Industry Analysis
One of MIPA’s primary targets is teens aged
14 to 18 within the state of Missouri. While
teachers, advisers, and school administrators
willultimatelymakethedecisionwhetherornot
to join MIPA, the students’ continued interest
would sustain the activities and involvement in
the association.
• 70 percent own a smartphone
• 1/4 teens are “cell-mostly” Internet users
• 3/4 of AP and National Writing Project
(NWP) teachers say that the internet and
digital search tools have had a “mostly
positive” impact on their students’
research habits
• Teens have been sharing less on websites
like Facebook and are migrating to new
social sites such as Tumblr, Snapchat, and
Vine where they post a single image or
mini video instead of a lengthy status
The “Scholastic Journalism Organizations” list
on schooljournalism.org includes 32 different
state press organizations, including MIPA. It
also lists multiple regional organizations in the
U.S., however none whose jurisdiction covers
the Midwest, making MIPA the dominant
scholastic press association for our state.
MIPA is the official state organization, and
is recognized by the Journalism Education
Association (JEA). JEA is a national organization
and the largest scholastic journalism
organization for teachers and advisers. Their
mission and purpose is in line with MIPA’s, to
help teachers and advisers better serve their
students. This recognition is what makes MIPA
stand out against other local competitors in
the industry.
9. 9
SituationAnalysis
At this point, MIPA shows low-involvement
among members, and this presents a
major barrier to increasing membership.
Without frequent meetings, MIPA cannot
offer schedule flexibility to busy student
and teacher members. This interscholastic
organization needs to provide members with
a sense of belonging and importance, but this
is a difficult aspect to guarantee without a set
schedule or unique opportunities available for
potential members to easily access.
The second primary target market is Missouri
journalism teachers and advisers. They are
likely to be more lucrative target because they
are likely to stay in their position longer than
4 years and they have a specific, employable
specialization in the journalism field. However,
there are 916,842 students in Missouri public
high schools and 66,252 teachers at these
schools (Missouri Department of Elementary
and Secondary Education 2014), therefore
a huge recruiting opportunity exists among
students. The most profitable target among
students would be freshman since they will
potentially be four-year members.
The key motivations to joining are networking
opportunities, enhancing college applications
and résumés, recognition for writing and
teaching achievements, and a sense of
community among people with similar interests
across the state. Overall, joining MIPA is more
of a rational decision than an emotional one.
10. SituationAnalysis
10
Competitive Environmental Analysis
There are a handful of organizations across
the state that compete with MIPA and
threaten membership numbers. Overall, each
organization serves a more concentrated area
of Missouri, rather than the entire state. This
is advantageous to MIPA because it can offer a
more expansive network, but it also threatens
this organization because it limits MIPA’s
abilities to have frequent or even regular,
physical meetings.
Four main competitors:
• Ozarks Publications Advisers (OPA)
• Southeast Missouri Scholastic Publications
Association (SEMSPA)
• The Sponsors of School Publications of
Greater St. Louis (SSP)
• Journalism Educators of Metropolitan
Kansas City (JEMKC)
OPA and SEMSPA are minor versions of MIPA
that serve small, concentrated areas of the
state. They both lack a social media presence
and website. SSP features a comprehensive
website with schedules, meeting dates and
advertisements for memberships. It also has an
active but fairly weak social media presence.
JEMKC offers a lot of scholarship money. The
organization hosts monthly events, offers one
free year of membership to students, and also
has a weak social media presence.
The biggest competitor MIPA faces is MJEA
out of the St. Louis area. This new organization
boastsalow$40membershipfeeandadvertises
numerous contests and workshops. It is partly
comprised of past MIPA members, and it has an
attractive website. However, their social media
presence is still relatively low, and they do not
have endorsement from the JEA to give awards
and recognition.
11. 11
SituationAnalysis
Internal Analysis
For MIPA’s financials, The Board of Directors
sets the annual dues payable for regular and
associate memberships at its April meeting
each year. Said dues “shall be payable
annually by November 1” with a $25 late fee
for dues received after Nov. 2. The fiscal year
of the association begins on July 1 each year
and ends on June 30 each year.
Since MIPA is an organization rather than
a business, its strategy focuses on gaining
membership and active participation in
the association. MIPA needs to generate
awareness, interest, and relevance in order
to garner results for such a strategy. This can
prove challenging not only because there
are other organizations across the state
with similar objectives, but MIPA must also
competefortheattentionofatargetaudience
that typically has a fast-paced lifestyle and is
easily distracted and overwhelmed.
MIPA was created to serve Missouri journalism
students and advisers, and has been doing
so since 1923. MIPA’s most notable purposes
include providing support, recognition, and
continued education to student journalists
and advisers in the state of Missouri, hosting
an annual Journalism Day each spring and
a Summer Media Workshop, acquainting
students with career and college possibilities
within the field of communication, cooperating
with the Missouri School of Journalism to fulfill
said purposes of the organization, serving as a
liaison for individual schools in efforts to get
institutions to approve journalism courses as
English courses, encouraging all journalism
instructors and advisers of publications to
become members of the Journalism Education
Association (JEA), and encouraging school
administrators to hire certified journalism
teachers to work as advisers to student
publications.
13. S W13
SWOTAnalysis
Strengths
MIPA has a real journalistic purpose and
has a vested interest in helping high
school journalists across the state.
MIPA has its concrete background.
Founded in 1923, the organization is
intertwined with the journalism school at
the University of Missouri - Columbia.
The network of high school teachers and
advisors all across the state of Missouri.
Weaknesses
The noticeable lack of social media
presence.
Challenge of ffective communication
between board members.
Small budget to spend on advertising and
promotion.
14. 14
SWOTAnalysis
O T
Opportunities
Reach more teachers and students
through newsletters, emails and social
media.
MIPA’s members are spread out across
the state could provide some valuable
opportunities to reach out and build a
bigger network.
Leverage the Journalism Education
Association (JEA).
Create a whole new look and brand
for the organization on social media,
particularly focusing on Facebook,
Twitter, and Instagram.
Threats
Growing competition from other high
school journalism organizations with
more members and a larger budget.
Other organizations are better at
reaching the target of high school
students because of their smaller
geographic spread.
The risk of becoming irrelevant to the
student target market.
17. 17
PrimaryResearch
Objective
• Knowledge/Awareness of Journalistic
Organizations
• Current MIPA Perceptions
• Advisor and Student Expectations
• Digital/Social Media Usage
• J-Day Workshops and Topics
Purpose
• Gain insights into MO teacher, adviser and
student views on MIPA, journalism, as well
as social media habits
Problem
• Decreasing MIPA membership
• High competition from rival organizations
• Relatively low awareness
Method
• 2 surveys (Teacher/Adviser & Student)
• Electronically distributed (Qualtrics)
• Live: Oct 1-10 (10 days)
• Used network of MIPA to send out survey
via email to colleagues statewide
• Also sent emails thru Moray network
• Analytics via Qualtrics
18. 18
PrimaryResearch
Target Audience #1: Ms. Taylor - Yearbook Adviser
• 33 years old and has a degree in journalism
or from the University of Missouri.
• Worked as a beat writer for her local
newspaper for ten years before getting into
teaching
• Is the adviser for her school’s newspaper and
yearbook publications
• Passionate about sharing love of journalism
and helping students find the right college/
career path
• Interested in learning and teaching more
about the changing face of journalism and
is present on social media (esp. LinkedIn &
Twitter)
19. 19
PrimaryResearch
Target Audience #2: Anthony - Student
• 17 years old; high school senior
• Prefers to get his news from cell phone
apps such as Twitter, CNN, and Politico
• Takes AP classes, but is especially
interested in English
• Involved in school’s broadcast program
• Keeps his own online blog that he updates
daily
• Active on Twitter, LinkedIn, and other
social media sites
• Thinks about college choice and
future career often, and plans to study
journalism.
20. 20
Type
20
PrimaryResearch
Data
Teacher & Adviser Survey:
• The survey received 28 full responses (35
total) from participants aged 27 to 56. The
teachers and advisers had a wide range of
experience levels in the field.
• The participants covered a wide range
of Missouri. The teachers and advisers
represented 23 Missouri high schools in
total.
• All of the participants had at least a
Bachelor’s degree, and 84% had previous
journalism experience. There were 21
women and 6 men surveyed, and 1
preferred not to identify their gender.
• There were 24 past or present MIPA
members surveyed with a wide range of
experience in the association.
Experience as MIPA Member of Teachers &
Advisers Surveyed
21. 21
Type
21
PrimaryResearch
• A majority of the participants had
attended J-Day in the past (29/34), but
only 16/33 attended a past Summer Media
Workshop at MU.
• When asked what their students enjoyed
most about J-Day, the most recurrent
answers were as follows: break out
sessions, contests, meeting new students,
being on a college campus, photography.
The most popular answers for what their
students did not enjoy about J-Day were
as follows: feeling rushed, sessions that
are too “Mizzou centric,” and long award
ceremonies.
• The survey was designed to find out
about teacher and advisers’ social media
and information gathering habits. It is
clear that the audience prefers to get
information from emails, official websites,
and Facebook and is receptive to many
forms of social media.
22. 22
PrimaryResearch
Student Survey:
• The survey received 104 full responses
(108 total) from participants aged 14 to
18. A majority of the participants were
upperclassmen.
Year in School of Students Surveyed
• The participants covered a narrower
range of Missouri compared to the
teacher survey. The students represented
8 Missouri schools, a majority from the
Kansas City area.
Data
23. 23
PrimaryResearch
• 92% of the participants owned a
smartphone, and they spend an average
of 4.4 hours a day on the internet, with
answers ranging from 15 minutes to 16
hours. Their favorite forms of social media
are in order as follows:
1. Twitter
2. Instagram
3. Facebook
4. Snapchat
5. Tumblr
• They would prefer to learn more about
MIPA through these mediums in order as
follows:
1. Official website [of school or MIPA]
2. Twitter [of teachers or MIPA]
3. Facebook [of school or MIPA]
4. School app or text alerts
5. Email, bulletin boards, Instagram (tied)
• Only 40% of the participants said they
were interested in the field of journalism,
and 24% said they were interested in the
field of advertising. Furthermore, only 54%
said they were interested in a specialty
area of journalism. The participants
were most interested in these forms of
journalism in this order:
1. Sports
2. Entertainment
3. Photography
4. Investigative, Politics and World News
• Only 25% percent of the participants had
heard of MIPA before, and some admitted
it was through the survey. No participants
had ever attended the Summer Media
Workshop.
24. 24
PrimaryResearch
Data
• Most participants identified as being very
involved in their college career decisions.
• When asked, “I only want to go to college
in Missouri” and “I only want to go to
college out of state,” the students appear
to be more opposed to staying in-state
rather than going outside of Missouri.
25. 25
PrimaryResearch
Key Insights
• The most beneficial or important aspects
of journalistic organizations to be
support and networking, collaboration,
conferences and events, official contests
and workshops, and resources for students
and teachers such as curriculum support,
advising ideas and recognition of student
achievement.
• The least beneficial aspects of such
organizations to be too many emails,
expensive meetings and workshops,
politics and power struggles, excessive
focus on contests and recognition,
inadequate attention to fundraising, and
websites that are difficult to navigate.
• The audience prefers to get information
from emails, official websites, and
Facebook and is receptive to many forms
of social media.
• In the future, the participants said they
would like to see more current journalists
as guest speakers, hands-on workshops,
shorter award ceremonies, mentoring with
J-school upperclassmen and/or professors,
more tours of KOMU and the MU campus,
onsite contests and more opportunities for
teachers and advisers to participate in the
day activities.
• Students said they would like to learn
about these areas of journalism:
interviewing sources, editing, how to
find interesting angles, advertising, PR,
marketing, research, broadcast and sports
writing.
27. Marketing Goal
Increase membership
in MIPA before
J-Day by at least 20
percent.
• 8 new schools
Communication Goal
Increase awareness
and relevance of MIPA
throughout the state of
Missouri through rebranding
and creating active social
media accounts, particularly
Facebook and Twitter.
This campaign will work to increase MIPA’s reach across the state of Missouri. It will also
ensure that MIPA is top of mind when advisers and teachers think of high school journalistic
organizations that will benefit their students and other faculty members.
27
BrandStrategy
28. MIPA will position itself as a contemporary and
reliable journalism resource for high school
advisers and teachers in the state of Missouri.
We will strive to provide resources to teachers
and advisers to better serve their students with
information, news, and curriculum ideas.
28
BrandStrategy
Strategy #1MIPA will have two distinct, yet similar,
marketing communication strategies. One
will be applied to our main target, teachers
and advisers, while the other will be applied
to our secondary target, the students.
29. Strategy #2
29
BrandStrategy
MIPA will position itself as a contemporary and
reliable journalism resource for high school
students in the state of Missouri. We wish to
fuel interest and passion in journalism minded
students to help them prepare for their bright
futures.
Our research shows that both former and
current teachers and advisers involved with
MIPA had difficulty in seeing the benefits of
joining the organization. They did not believe
the benefits of the organization were worth
the price for admission. Also, besides from
J-Day and the Summer Media Workshop, our
research shows that students have almost no
other affiliation with MIPA, therefore making
it somewhat irrelevant to them.
31. 31
MediaPlan
Media Strategy/Recommendation
MIPA will use an assorted media mix strategy to rich our target audiences. The mix that we
will use will include both digital media as well as some more traditional forms. Forms of digital
media that MIPA will utilize include the website, social media platforms (Twitter, Facebook, and
Instagram), and Google Paid Search Advertisements. Traditional media forms will be postcards
and brochures.
Tactic #1: Social Media – Facebook, Twitter, Instagram, and the
MIPA website (blog)
MIPA will utilize a variety of social media outlets
to reach their two target markets.
• The main advantage that social media
provides for MIPA is a large potential reach
for no cost. This is especially important
with MIPA’s limited budget.
• The use of three different social media
platforms also allows MIPA to more
directly target its posts to whichever
platform is best suited for them.
• Keeping these sites up to date will be
important in maintaining the relevance
and awareness of MIPA.
• A social media guide and social media
calendar (Found in the Appendix) are
provided to assist in the posting of
content to these sites.
• MORAY suggests the hiring of an intern
because of the stated concern for the
time commitment required to run MIPA’s
social media accounts. MIPA should take
steps to get this internship approved
by the School of Journalism so that
student interns may get class credit for
the internship rather than using MIPA’s
limited budget.
32. 32
MediaPlan
Rationale: Our primary and secondary
research indicated that a large percentage of
both of our target markets spend a substantial
amount of time on the Internet. In fact, our
student survey revealed that high school
students spend an average of 4.4 hour per
day on the Internet. It also indicated that their
favorite forms of social media were Twitter,
Instagram, and Facebook, in this order. Our
teacher and adviser survey reflected this
interest in the Internet and social media, as
over 80 percent of respondents believe that
Facebook is important, and over 60 percent
of believe that Twitter is important. Both
target demographics also indicated that they
would like to receive information from MIPA
from the Internet, with email, MIPA’s website,
Facebook, and Twitter leading the way.
Example:
33. 33
MediaPlan
Tactic #2: Postcards and Brochures
MIPA will also provide postcards and brochures
to have a physical presence in addition to its
digital footprint.
• Postcards will be sent to high schools
throughout the state of Missouri that are
not current members of MIPA. The hope
for these postcards is to raise awareness
for MIPA through a platform other than
digital. The postcards will introduce MIPA’s
new look and objectives, positioning MIPA
as a more relevant organization to join.
• The brochures will be printed for
distribution at functions in which
MIPA participates. They will be used as
takeaways from these functions so that
MIPA can remain top of mind even after
the function is complete. (View more in
Creative section.)
Rationale: Our research showed that not
everyone, particularly on the adviser and
teacher side, frequents the Internet and social
media sites. Physical postcards and brochures
allow for MIPA to still be relevant to this
demographic. These physical handouts are
also relevant because they are targeted at the
advisers and teachers who make the decision
to join MIPA, so it is important that we do not
miss any of this demographic who may not pay
much attention to digital medias.
34. 34
MediaPlan
Tactic #3: Facebook Suggested Page Ads
Facebook Suggested Page Ads should be
targeted more at the adviser and teacher
segment. The point of these ads is to drive
traffic to the MIPA Facebook page, with a
particular emphasis on targeting those who
are currently non-members. This will increase
the awareness of MIPA while introducing
MIPA’s rebranding efforts as a useful and
relevant resource.
• These ads should run 2 weeks per
month during the months leading up to
key events such as back to school and
the months before both J-Day and the
Summer Media Workshop. This way, MIPA
will not only stay top of mind, but will also
remain visible during times that are the
most important.
• The ads should also be targeted to those
aged 25-55 only in the state of Missouri
with interests such as “communication,
journalism, journalists, news, broadcasting,
etc.” This way we will ensure that we
are targeting the right demographic and
getting the most out of our ad money.
Example:
35. 35
MediaPlan
• State of Missouri; Age 25-55; Interests
(examples): Brand, Breaking news,
broadcasting, journalism, journalist,
mass media, radio broadcasting, sports
journalism, advertising, marketing,
social media, photography
Page visits and page likes for the MIPA Facebook
page should be closely monitored during
these time periods. If the “likes” on the page
substantially increase along with page visits
and even an increase in membership, then
MIPA should consider increasing the amount
they spend on these ads.
Rationale: According to our surveys, Facebook
was the number one social media site used by
teachers and advisers. Facebook was also the
number three way that teachers and advisers
wanted to hear from MIPA, trailing only email
and MIPA’s website. Our secondary research
also confirms that those aged 25 to 55 (our
target demographic) utilize Facebook more
than other social media sites. Because of these
findings, we believe it would be beneficial to
target other teachers and advisers who fall in
this same category with Facebook Suggested
Page Ads, as they would be an efficient way to
reach advisers who may not have heard about
MIPA.
• A budget of $150 per month ($75 per
week; 2 weeks per month) will reach an
estimated 21,000-55,000 people per week
targeted to the following demographics:
Side Bar
Example:
36. 36
MediaPlan
Tactic #4: J-Day Guest Speakers
Bring in famous guest speakers to talk to
students and teachers/advisers at MIPA
events, especially J-Day. These guest speakers
will give schools even more of an incentive to
come to J-Day.
• The speakers should come from different
backgrounds and disciplines so that
there are speakers that are relevant to a
significant portion of MIPA students and
their interests.
• Examples of guest speakers could include
sports journalists, photographers,
famous advertisers, broadcast reporters,
investigative journalists, and others.
The point of getting these speakers is to really
make J-Day a special, unique experience for
students and their advisers or teachers.
Two speakers that we thought would be unique
are John Anderson and Tavi Gevinson.
• John Anderson is an anchor on ESPN and
is well known throughout the broadcast
world. He is also a Missouri School of
Journalism graduate. He would appeal to
anyone with an interest in pursuing sports
journalism or broadcast journalism in
general.
(“Better/Best Tactics – Over Budget)
37. 37
MediaPlan
• Tavi Gevinson is the Editor in Chief of
Rookie Magazine. At only 18 years old,
she has already made an incredible
name for herself in the journalism world,
starting as a fashion blogger and building
somewhat of a digital media empire.
She was even the focus of a feature in
New York Magazine recently. This would
appeal to not only the age group of high
school students, but also anyone who is
interested in fashion, magazine editing,
or blogging. By bringing in two different
speakers who specialize in different areas,
MIPA will able to appeal to a very large
demographic of students.
Rationale: Our primary research allowed us to
learn what has been successful for J-Day in the
past as well as what can be improved upon.
The advisers and teachers who responded to
the survey indicated that their students’ least
favorite parts of J-Day included break out
sessions that were too “Mizzou Centric,” as well
as long award ceremonies. They also indicated
that for the future they would like to see more
current journalists as guest speakers. Including
famous journalists in real world positions fills
both of these needs, and again brings a sense
of excitement to coming to J-Day.
38. 38
MediaPlan
Rationale: Because MIPA’s social media
platforms are all just in the beginning stages, it
is important to begin to gain visibility and reach.
By encouraging participation and engagement,
this visibility can be maximized by MIPA’s
large, statewide network, therefore increasing
relevance as well. This is also somewhat of a
low-cost option, as there is no direct “cost” per
se, but rather a waived fee that could end up
creating loyalty for the next year. This is also a
way for MIPA to begin measuring and tracking
its social media footprint so that they can see
what is or is not working on its social media
platforms. Finally, as mentioned earlier, an
extremely large portion of our target audiences
participate actively on social media, so this is a
very effective way to reach them.
Tactic #5: Social Media Contests for Free Membership(s)
MIPA should host a number of social media
contests on its new platforms in order to
increase awareness of these platforms as well
as drive engagement. These contests should
be different on each platform.
• On Twitter, this could include a “retweet”
contest where the school that “retweets”
MIPA’s original tweet the most or
responds to a tweet in the best way wins.
• On Facebook, this could include responses
to trivia questions posted by MIPA or by
tagging MIPA’s page in a post.
• On Instagram, this could include the
“Student Picture of the Month/Week.”
(See Social Media Guidelines/Schedule for
more ideas).
The prize for some of the bigger contests could
include a waived membership fee for the next
year or a special lunch or meet-and-greet with
one of the J-Day guest speakers.
39. 39
MediaPlan
Tactic #6: J-Day T-shirts
MIPA branded t-shirts will be made to sell to
member schools as well as to give away as
prizes for contests. These t-shirts will increase
MIPA’s visibility as an organization as well as
provide MIPA with another source of income
rather than just membership fees.
• T-shirts as prizes, especially in accordance
with social media, will help drive
engagement by incentivizing participation
with social media platforms.
• MIPA can give away one t-shirt per week
per platform (or however they deem
necessary) for winners of contests, which
again will be announced via social media.
• The rest of the t-shirts can be made
available for purchase to member schools,
and made available for purchase at events
such as J-Day and the Summer Media
Workshop.
Example:
T-shirt Front
T-shirt Back
40. 40
MediaPlan
Rationale: T-shirts will not only increase the
visibility of MIPA across the state of Missouri,
but will also drive social media engagement
by providing an incentive to participate in
the conversation. Our research also indicated
that many advisers and teachers believed that
some of the least beneficial aspects of MIPA
included the expensive costs associated with
meetings and workshops. If MIPA is able to
make money in places other than just fees,
they may be able to drop this membership fee
to further suit potential and current members.
Another option would be to provide a number
of t-shirts for free as a bonus for joining the
organization or participating in J-Day or the
Summer Media Workshop. Either way, t-shirts
are a simple and effective way to market the
organization and increase visibility across the
state.
Media Workplan
45. 45
Creative
Creative Brief
Objective
Target
Audience
WewanttoraisethelevelofawarenessforMIPAforhighschooljournalism
advisers, teachers and students while also increasing the relevance of the
services that MIPA provides to its members. By rebranding and creating a
digital presence for MIPA, we hope to be top of mind when high advisers
and teachers think of journalistic organizations that will benefit their
students and, ultimately, increase membership.
Our primary target will be a “middle aged” man or woman who
graduated with a degree in journalism and has experienced working
in the field or journalism before he or she began teaching. This person
will be the adviser or teacher for one of the school’s publications
(yearbook, newspaper, broadcast, etc.). He or she is also interested
in keeping up with the changing landscape of journalism, especially
when it comes to digital media.
Our secondary target is a junior or senior in high school who is
involved in at least one of his or her school’s journalistic publications.
This person takes AP or honors classes to get ahead and enjoys
getting news and other information from the Internet, especially on
his or her cell phone.
46. Takeaway
Key
Insights
46
Creative
The advisers and teacher enjoy the collaboration and networking provided
by MIPA. Also, students are as least somewhat interested in journalism,
which gives MIPA the chance to foster and grow this interest through their
events and contests. Almost all students own a smartphone and spend
hours a day on the Internet, giving MIPA the opportunity to reach them via
a revamped website and social media interaction.
MIPA is a contemporary and reliable journalism resource.
Support
MIPA hosts events such as J-Day and Summer Media Workshop, which
provide collaboration among students and teach useful information and
skills. It is also the only organization of its kind that is certified to host
contests and give awards (by the JEA). Additionally, MIPA is the only
journalistic organization in Missouri that spans the entire state, providing
them an expansive and beneficial network. It is affiliated strongly
with the University of Missouri’s Journalism school, which makes the
organization more credible and provides strong resources.
Creative Brief
47. 47
Creative
Tonality Energetic, inviting, relatable, motivational.
Media
Chosen
Mandatories
Rebranding of MIPA including logo, slogan and website. Social
media including new and active Facebook and Twitter pages, and an
Instagram account. Pamphlets and brochures for passing out at high
schools and journalistic events.
MIPA name, rebranded Logo, slogan, website, social media icons
(Facebook and Twitter), and mock itineraries for Summer Media
Workshop and J-Day are the mandatories for all creative work.
48. 48
Creative
Creative Executions
Missouri
I
n
t e r S c h o l a
s
tic
P
r
e s s A s s o c
i
a
tion
MIPA
Missouri
I
n
t e r S c h o l a
s
tic
P
r
e s s A s s o c
i
a
tion
MIPAWhere the foundation of Missouri
Journalism lives.
Primary Logo Black Tint
Tagline
We wanted something catchy and memorable
that really defined MIPA in a positive light and
illustrated what they stood for. We wanted to
include “Missouri” again, because we think
it’s a USP that they are the only journalism
organization that covers the whole state.
This tagline highlights that benefit along with
the group’s commitment to journalism past,
present, and future.
The new logo gives MIPA an updated and
modern look, which was important for
rebranding the organization. We kept the shape
of the state in the logo because it reflected the
major things that made MIPA unique, such as
the statewide network, the affiliation with the
University of Missouri and the organization’s
dedication to journalism in Missouri high
schools. We chose the colors yellow and blue
to differentiate ourselves from the university
due to our primary research showing some
negativity toward the organization pushing
Mizzou on members.
49. 49
Creative
One way we will seek to reach advisers and
teachers is through a direct mail piece that can
also be converted to be used in an email.
Our designer concepted two possible design
options for the front of the postcard:
• Thefirstoneutilizedawordcloudcomposed
of the major features and benefits from
MIPA. The background of Missouri state
shape emphasized MIPA’s mission to serve
the advisers and students across Missouri
state.
• The second one visualized different skills
students can develop through journalism
education and MIPA’s various programs.
Each icon represented a distinct skill, and
as whole delivered a minimum look.
Postcard Front First Option
51. 51
Creative
Postcard Back
The copy on the postcard
alerts readers to the
new brand image of the
organization and invites
them to check out MIPA
if they haven’t in a while.
It also contains a call to
action to drive readers
to the website and
informs them of the new
social channels, proving
the renewed efforts of
MIPA to become more
relevant and keep up
with new media.
52. 52
Creative
Creative Executions
Brochure
We designed and wrote an informational
brochure for MIPA that illustrates everything
the organization has to offer. These could be
handed out at events, and passed along to
high schools in Missouri to provide useful
information about the organization.
• The organization of the brochure
prioritizes the benefits advisers and
teachers were looking for, according to
our primary research.
• The back panel contains the website and
social media to drive people to these new
and updated platforms. Again we wanted
to reiterate that MIPA is fostering a new
and interactive attitude.
• The overall design was clean, informative
and organized. The brochure front was
visually appealing. We tried to coordinate
with the postcard design.
• The font, color and graphic chosen kept
consistent with the new logo and two
postcard design options. We blended in
the photos from the website to show the
dynamic environments and activities MIPA
provided.
57. 57
Budget
Budget AllocationBudget
MIPA is working on a fairly limited budget of
$500. As such, we must be resourceful and
tactical with where we spend this budget. This
is one of the main reasons that we put such
a focus on social media outlets. Social media
allows for MIPA to have a larger reach at no
cost. Where we will allocate most of our budget
will be towards the printing fees of brochures
and postcards. We will also allocate some of
our budget towards Facebook suggested page
ads targeted towards Missouri markets. These
will appear during peak joining times for MIPA
including the beginning of the school year
and the months leading up to both J-Day and
the Summer Media Workshop. The remaining
budget will be used at MIPAs discretion,
whether that be the printing of more postcards
and brochures or more spending on Facebook
ads.
58. 03/
Primary
Research58
Budget
MORAY also encourages MIPA to go above and
beyond this budget using the aforementioned
tactics. Because MIPA is struggling with
visibility, it is especially important to make
sure that MIPA is doing everything in its power
to increase its reach. While the $500 budget
is the baseline, we truly believe that making
an increase to this budget will make a marked
difference in increased membership by again
increasing relevance and awareness.
Adjusted Budget Allocation
The extra costs will go towards the tactics
that we mentioned above, and an “Adjusted
Budget” table is also provided to break down
all changes in expenses.
61. 61
Evaluation
In order to gage whether or not this integrated marketing campaign is substantially beneficial
to MIPA, the association will need to regularly evaluate the success of the marketing and
communication goals. Regular evaluations will help MIPA engage with their target audience and
increase membership statewide.
MIPA would benefit from doing a
membership count every September
after school starts and every April after
J-Day in order to analyze each year
how their marketing efforts are directly
influencing enrollment in the association.
The communication goals can be
evaluated using analytics through
resources such as Facebook, Google,
Hootsuite and Statigram. We recommend
the social media intern or a designated
member of the board take responsibility
for tracking the number of clicks, likes,
retweets, shares, and mentions in order
to measure the success of MIPA’s target
audience engagement efforts.
MIPA can offer prizes such as cash
rewards, an MIPA membership, special
recognition or perks at J-day, or
merchandise such as t-shirts. Whichever
media attracts the most attention and
participation should be the media MIPA
chooses to focus on as they prepare for
the 2015-16 school year.
We recommend MIPA add a small
survey to the end of their membership
application. The survey should ask how
the applicant heard about MIPA. This is a
simple way to see if the communication
efforts are driving sales and achieving
marketing objectives.
63. 63
Appendix
Social Media Guidelines
Facebook:
MIPA’s Facebook page will be focused on
reaching the primary target of high school
teachers and advisors, as it was one of their
most used forms of social media. The purpose
of the page will be to post information relevant
to that specific target. This could include
information and reminders about membership
and events such as J-Day and Summer Media
Workshop. Other important uses for the page
would be providing useful information and tips
to teachers of journalism such as curriculum
ideas and other links and blogs to things
journalism related. Although we do want to
grow the number of likes we have on our
page, we hope the page will also be used as a
platform for interaction and discussion among
the vast network MIPA boasts across the state.
Facebook Best Practices:
• Posts that include photos or videos are
more popular and engaging than a post
that is strictly text.
• Posts that pose a question to the audience
will encourage interaction and response on
your page.
• Posts should be succinct and to the point.
A post that would force someone to click
“Continue Reading” is too long.
• You must respond to questions and
discussions facilitated in the comments of
your posts and on others’ posts on your
wall to encourage interaction with your
audience.
• You should only post one post per day, a
few days per week.
• Offer a promotion or giveaway that
prompts your audience to engage with or
share your post/page.
64. 64
Appendix
Social Media Guidelines
• Create Facebook Events for organization
events to drive awareness and
participation, especially with J-Day and
the Summer Media Workshop. This
will allow people to feel more a part of
the event, see who else is going, invite
more people themselves, and post any
questions they may have.
• Track your page’s growth with Facebook
Insights, which shows how your audience
is interacting with your page, to see
what works best for your audience.
This a highly useful and free service for
business/organization Facebook pages.
Twitter:
MIPA’s Twitter account will work to effectively
reach both target markets of students and
teachers and advisors. The Facebook account
will be linked to Twitter, so anything you post
on Facebook will also be tweeted on Twitter
(but not vice versa). Twitter will also be
used to tweet original content about events,
membership, and other journalism related
topics. MIPA can also retweet other relevant
Twitter accounts to build recognition and
credibility.
Twitter Best Practices:
• Success is based not only on the amount
of followers your account has, but also by
how many favorites, retweets, and replies
your tweets receive.
• Engage your followers in conversations
with replies and mentions.
65. 65
Appendix
• A tweet can only be 140 characters long,
so you must get to your point quickly and
be brief. Keep it short and sweet. Be as
concise as possible in wording and length.
• Including relevant hashtags in your tweet
can elevate the popularity and reach of
your posts. However, overusing hashtags
can be viewed negatively, so try to limit
yourself to only using one or two hashtags
per tweet.
• Tweet in real time about relevant current
events.
• You can tweet more often than you post
on Facebook. It would also be helpful to
follow and retweet accounts that are in
line with your brand image and ideals.
• Host a contest or giveaway.
• Grab your audience’s attention by
including a photo or video in your tweets.
Linking your Instagram account to your
Twitter account is also helpful.
Instagram:
MIPA could use Instagram to garner the
support and interest of the second target of
high school students. Students surveyed are
very active on Instagram and Twitter, and
less so on Facebook. They also expressed
interest in photography and photojournalism,
so it makes sense that we can be effective in
reaching them through an Instagram account.
Instagram Best Practices:
• Keep posts centered around a brand
theme, MIPA’s would obviously be
journalism. Know what your followers
want and expect. Develop a distinct visual
personality for your organization.
• Connect your Instagram account to your
other social media accounts, particularly
Twitter.
66. 66
Appendix
• Take creative and aesthetically pleasing
photos. Relevant photos for MIPA could
be anything journalism related. You could
also do feature photos that preview
events to promote J-Day and the Summer
Media Workshop. High quality photos
equal a high quality perception of your
organization.
• Spread out posts, at least twice a week.
• Instagram offers another opportunity to
engage. Comment back to people on your
photos, follow people back, like others’
photos. Ask audience for opinions and
suggestions. Prompt viewers with captions
that encourage action and engagement
i.e.: “Like if” and “Double tap if”
Social Media Guidelines
• Incorporate Hashtags in your Instagram
captions, just like in your tweets. Doing
so draws attention and viewers to your
photos. Five hashtags is the sweet spot on
Instagram. Participate in Instagram trends
i.e. Transformation Tuesday, Throwback
Thursday, etc.
• Host contests by asking students to submit
photos through use of a specific hashtag.
Feature winners by reposting the photo
through your account. For example, you
could host a weekly “Student Photo of the
Week” competition.
67. 67
Appendix
MIPA Intern Ad:
The Missouri Interscholastic Press Association
is looking for a social media intern! The intern
would be responsible for running MIPA’s
Twitter, Facebook, and Instagram pages. This
would include creating and writing relevant
posts, and working with the MIPA board to
facilitate discussions and answer questions
posted by fans and followers to the pages.
The workload would be between 5-10 hours a
week, for which you could earn course credit.
MIPA is looking for someone who understands
and uses these social media platforms regularly
and is a student in the journalism school. If you
would like to gain valuable experience while
working with a great organization, contact
Anna Romero at RomeroA@missouri.edu for
more information and an application.
---This ad could be featured in the weekly
Mizzou Info email and could be sent out in an
email to all journalism school students through
the career services office and included in their
jobs and internships weekly email newsletter.
70. 70
Appendix
Social Media Calendar
Note: You should try to drive traffic to your
website. To do this, post commentary/tips
about most articles on website along with the
link to any outside articles that you use. Should
have a good combination of original content/
tips along with posts from other sites. Try to
keep text minimal on actual social media posts
and use photos/charts when possible to drive
engagement. See social media guidelines for
further directons.
Other topic ideas to use:
• Quotes/Quote of the week (inspirational
or pertaining to journalism; should be
somewhat timely/relevant)
• Instagram Student Photo of the Week
(encourage interaction with students;
maybe include some kind of prize to go
along with it?)
• Contests - waive feesor give some kind of
special reward
• Have students respond why their advisor
should win an award
• Famous Journalist of the Week: try to use as
many journalists from Missouri as possible.
72. 72
Appendix
Survey Questions
Teacher & Adviser Survey
Purpose of this Study: This survey will provide
insights into theattitudes high school teachers,
advisers and students have towards journalism
associations. The Missouri Interscholastic
Press Association (MIPA) will use these
findings to design a rebranding campaign and
improve existing activities offered to students
and teachers including J-Day and the Summer
Media Workshop at the University of Missouri.
We hope you will participate and incentivize
your students to participate in the student
survey so that MIPA may better serve the
Missouri high school community and aspiring
journalists in the near future. This survey
should take 10-15 minutes to complete.
ForPart1,youwillbeaskedfewquestionsabout
your attitudes towards journalism and social
media. Please answer the following questions
by selecting the circle that corresponds to this
scale:
(1) Strongly disagree
(2) Disagree
(3) Neutral
(4) Agree
(5) Strongly agree
1. My school would benefit from more
journalism resources.
2. I would benefit from a journalism
mentoring program.
3. Some of my colleagues would benefit from
a journalism teacher mentoring program
4. Journalism-related classes are popular at
my high school.
5. I am interested in learning more about
social media platforms and their benefits.
73. 73
Appendix
6. It is important for an individual to have
a prominent online presence on social media
platforms such as LinkedIn, Facebook &
Twitter.
7. It is important for an organization to
have a prominent online presence on social
media platforms such as LinkedIn, Facebook &
Twitter.
8. LinkedIn is a useful tool for people like
me.
9. Twitter is a useful tool for people like me.
10. Facebook is a useful tool for people like
me.
11. Instagram is a useful tool for people like
me.
12. Personal and professional blogs are useful
tools for people like me.
13. Social media is important to the field of
journalism.
You made it through the scale questions, now
it’s time for some simple Yes, No, and Fill-in-
the-Blank questions. Thanks for sticking with
us!
1. What aspects of a journalistic organization
do you find most beneficial or important?
2. What aspects of a journalistic organization
do you find least beneficial or important?
3. Have you or your students ever attended
J-Day at the University of Missouri? (Y/N)
4. What sections of J-Day do you think
students found most interesting?
5. What other activities do you expect to
see at a future J-Day at the University of
Missouri?
6. Have you or your students ever attended a
Summer Media Workshop at the University
of Missouri? (Y/N)
7. Have you heard of the Missouri
Interscholastic Press Association (MIPA)?
(Y/N)
74. 74
Appendix
8. Have you ever been involved in MIPA?
(Y/N)
9. Which years were you active with MIPA?
10. Please explain your past or present role,
duties and activities with MIPA.
11. Were you ever involved in MIPA but
decided to leave the association? (Y/N)
12. Please explain your reason for leaving
MIPA.
13. How did you hear about MIPA?
14. How would you like to hear about MIPA’s
various programs? Check all that apply. (I.e.,
newsletter, website, social media, pamphlet,
etc.)
• Newsletter
• MIPA website
• Twitter
• Pamphlet/flyers
• Email
• Facebook
• LinkedIn
You’re almost done! Now we just want to
get to know you a little better with 12 simple
questions. We appreciate your patience and
insights!
1. What is your highest degree (level & field)?
2. Do you have any journalism-related
experience? (Y/N)
3. Please use this section to explain your
involvement (past/present) in the
journalism field.
4. List all journalism and communication
organizations, clubs, and activities your
school offers to students (i.e.: radio,
student newspaper, yearbook, etc.):
5. Which of the clubs you listed in the
previous question do you think is the most
popular among students?
6. Where do you live? (City/State)
7. At which school do you teach?
• Instagram
• Blogs
• None of the above
Survey Questions
75. 75
Appendix
8. How many years have you been employed
at your current school?
9. How many years have you been a
teacher?
10. What is your age?
11. What is your gender?
12. Please use this space to provide any
additional comments you have about the
contents of this survey. You can also use this
space to clarify any of your previous answers.
And that’s a wrap! We’d like to thank you again
again for taking the time to fill out this survey.
Thanks to awesome faculty members like you,
we will be able to design an engaging program
for those students of yours who are going to
change the world. Have a wonderful day!
Student Survey
Hello, and thank you for taking our survey!
This information will be used to revamp an
exciting extracurricular program for high
students like you across the state of Missouri.
In other words, your info will be used to design
awesome events that you’ll probably get to
miss school in the near future…so let’s get
going!
This survey should take 10-15 minutes to
complete.
Please answer the following questions with
the number that corresponds to this scale:
(1) Strongly disagree
(2) Disagree
(3) Neutral
(4) Agree
(5) Strongly agree
76. 76
Appendix
Survey Questions
1. I think about my future college choice
often.
2. I think about my future major choice
often.
3. I am interested in the field of journalism.
4. I am interested in the field of advertising.
5. I like to write for fun.
6. I trust my adviser’s guidance about my
college choices.
7. I rely on social media for news and events
about the world and my every day life.
8. Sometimes I use social media for research
and academic purposes.
9. It is important to me that organizations
and clubs I join have an attractive
website.
10. It is important to me that organizations
and clubs I join have a strong social media
presence.
11. I would be interested in attending a
journalism event or workshop.
12. Ultimately I will be the one who decides
where I go to college.
13. Ultimately my parents will be the ones
who decide where I go to college.
14. Ultimately my adviser will be the one who
decides where I go to college.
15. Ultimately I will be the one who decides
what I study in college.
16. Ultimately my parents will decide what I
study in college.
17. Ultimately my adviser will decide what I
study in college.
18. I am only interested in going to college in
the state of Missouri.
19. I am only interested in going to college
outside the state of Missouri.
77. 77
Appendix
You made it through the scale questions! Now
let’s move on to some simple Yes, No, and Fill-
in-the-Blanks…
(23 more questions left)
1. Are there any specialty areas in journalism
(sports, entertainment, etc.) that you are
especially interested in?
2. What specialty areas of journalism are you
most interest you?
3. What aspects (if any) of journalism would
you be interested in learning more about
that aren’t taught at your school?
4. Have you ever attended J-Day at the
University of Missouri?
5. Have you ever attended Summer Media
Workshop at the University of Missouri?
6. Do you have any high school journalism or
writing experience?
7. Please list your high school journalism or
writing experiences below (i.e., “won a
reporting contest”, “yearbook editor”, etc)
13. What is your favorite social media
platform?
14. Which form of media do you find most
useful for providing information from school?
(i.e. bulletin boards, teachers, Facebook,
official website, etc.)
15. Do you use LinkedIn?
78. 78
Appendix
Survey Questions
Thanks for being amazing until the end! We
just need to find out a bit more about the
awesome person you are before we can call
it a day.
(9 more questions left)
1. Please list all of the extracurricular
activities you will participate in this school
year (i.e., basketball team, yearbook club,
part-time job, church choir, etc.):
2. What is your favorite class in school?
3. Are you in any honors, IB, or AP courses?
4. Where do you live? (City, State)
5. Which school do you attend?
6. What year are you in school?
7. What is your age?
8. What is your gender?
9. Please use this space to provide any
additional comments you have about the
contents of this survey. You can also use
this space to clarify any of your previous
answers.
You’re all done! Thank you so much for your
incredible insights and patience. Now it’s
our turn to invent something useful and fun
for you…may the odds be ever in our favor.
Thanks again, and have a fantastic day!
82. 82
MeettheTeam
Rachel Raines was the Account Executive
for MORAY and the main point of contact
throughout the MIPA campaign. Raines is an
Agriculture Journalism student graduating
in December of 2014 with emphasis in
Strategic Communications and a minor in
Agriculture Economics. She intends to find a
full time position that allows her to utilize her
leadership, interpersonal, communication
and public relations skills in an agriculture
company that serves farmers. In her spare
time Raines enjoys hanging out with her
family and friends.
Rachel Raines
“Your life is now, seize it and make it amazing.
Surround yourself with love, laughter and
truth. Let your heart be your guide. And
above all, make every moment count. Today
is the day.”
Favorite quote:
83. 83
MeettheTeam
Audrey brings diverse marketing and
research experience to the MORAY as the
Strategic Planner. She studied International
Strategic Communication at the Missouri
School of Journalism and minored in Luso-
Brazilian studies. Audrey is passionate about
international education, and she spent the
past two summers learning Portuguese
and teaching English in Fortaleza, Brazil.
She also managed a sushi restaurant in
Columbia, Mo., spent a semester lobbying
for an environmental policy nonprofit at
the Missouri State Capitol, and worked as
a marketing intern at a Spanish document
services agency in Buenos Aires. She is
headed to San Francisco in 2015 to work for
the marketing department at Tripping.com.
Audrey Zigmond
Favorite quote:
“A lot of people are afraid to say what they
want. That’s why they don’t get what they
want.” – Madonna
84. 84
MeettheTeam
Marissa McEntire was the Copy Writter
for MORAY. She is a 23-year-old Kansas
City native. An avid Chiefs and Royals fan,
she is finishing up her degree in strategic
communicationattheUniversityofMissouri’s
Journalism School. She is focusing her degree
on copywriting, and has also obtained minors
in Spanish and business. She has a passion
for reading and writing. She also loves her
beagle pup, Dash, nachos, and running, in
that particular order.
Marissa McEntire
“If you are always trying to be normal you
will never know how amazing you can be.”
– Maya Angelou
Favorite quote:
85. 85
MeettheTeam
Panqian Yang was the Creative Designer for
MORAY, bringing the best visual presence.
Born in the Pearl of the Orient, Shanghai,
multiculture is built into her life. She travelled
acrossed the globe to study journalism at
Missouri School of Journalism. She mojors
in strategic communication with a business
minor. During spare time, traveling is
her best accompany. The excitement of
exploring new world and the pleasure of
meeting various people are what she enjoys
and cherishes most. She is fascinated with
any thing beautiful in nature or created by
human intellengence, fancing for a career in
the fashion industry.
Panqian Yang
Favorite quote:
“And lost be the day to us in which a mea-
sure hath not been danced.”
– Friedrich Nietzsche
86. 86
MeettheTeam
Matt Ornduff was the Media Planner and
Public Relations Director for MORAY. He
is a Strategic Communication major from
Overland Park, Kansas, but grew up as a
Missouri Tigers fan through and through,
making the choice to come to Mizzou a no-
brainer. While at the university, Matt was
able to enjoy a variety of unique experiences
such as rushing the football field after a big
Mizzou victory and covering underprivileged
children in the Columbia area. No matter
where life takes him, these are memories
he will always cherish. As an avid Royals and
Chiefs fan, Matt plans on returning to Kansas
City after graduation to work in the marketing
and sales field.
Matt Ornduff
“Life moves pretty fast. If you don’t stop and
look around once in a while, you could miss
it. ”
– Ferris Bueller’s Day Off
Favorite quote: