Download to read offline
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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.](https://image.slidesharecdn.com/planbook-150114080647-conversion-gate01/85/MIPA-Plan-book-23-320.jpg)
MIPA Plan book
- 1. Where the Foundationof Missouri Journalism Lives. Marketing and Branding Campaign Plan Book
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- 3. 16 26 30 44 56 60 62 80 3 Contents Brand Strategy PrimaryResearch Media Plan Creative Budget Appendix Evaluation Meet the Team
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- 5. 5 ExecutiveSummary MIPA is lookingto 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
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- 7. General Environmental Analysis MIPAwas 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 Oneof 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 Thereare 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’sfinancials, 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.
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- 13. S W13 SWOTAnalysis Strengths MIPA hasa 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 moreteachers 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.
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- 17. 17 PrimaryResearch Objective • Knowledge/Awareness ofJournalistic 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 & AdviserSurvey: • 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 majorityof 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: • Thesurvey 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% ofthe 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 participantsidentified 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 • Themost 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.
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- 27. Marketing Goal Increase membership inMIPA 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 positionitself 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 willposition 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.
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- 31. 31 MediaPlan Media Strategy/Recommendation MIPA willuse 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 primaryand 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: Postcardsand 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: FacebookSuggested 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 ofMissouri; 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-DayGuest 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 Gevinsonis 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’ssocial 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-DayT-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 willnot 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
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- 45. 45 Creative Creative Brief Objective Target Audience WewanttoraisethelevelofawarenessforMIPAforhighschooljournalism advisers, teachersand 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 andteacher 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 er 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 wewill 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
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- 51. 51 Creative Postcard Back The copyon 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 designedand 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.
- 53. 53 Creative First Option Fold InBack Front
- 54. 54 Creative Second Option Fold InBack Front
- 55. 55 Creative Inside Left InsideMiddle Inside Right
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- 57. 57 Budget Budget AllocationBudget MIPA isworking 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 encouragesMIPA 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.
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- 61. 61 Evaluation In order togage 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.
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- 63. 63 Appendix Social Media Guidelines Facebook: MIPA’sFacebook 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 tweetcan 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 creativeand 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: TheMissouri 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.
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- 69. 69 Appendix Social Media Calendar (Continueon next page)
- 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.
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- 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 isimportant 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 youever 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 manyyears 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. Ithink 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 itthrough 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 forbeing 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!
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- 82. 82 MeettheTeam Rachel Raines wasthe 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 diversemarketing 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 wasthe 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 wasthe 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 wasthe 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:
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- 88. Where the Foundationof Missouri Journalism Lives.