The document outlines a public relations campaign for the Muse store located within the Fred Jones Jr. Museum of Art at the University of Oklahoma. Research found that most sorority women were unaware of Muse and the student discount. The campaign's objectives are to increase awareness of Muse among sorority women through sorority meetings and social media outreach. Recommended strategies include flyer distribution, securing sorority participation in events at Muse, and a social media campaign using hashtags and promotions on platforms like Facebook, Twitter and Instagram. The goal is to boost the number of sorority women shopping at Muse.

1. Muse Campai gn | C.P.S. Public Relations
Spring 2014

2. Strategies &
Tactics
Strategies &
Tactics
Target
PublicKe
Target
PublicKe
Section 2Section 2
Analysis
Primary
Research
Strategies &
Tactics
Future
Recommendations
Evaluation
Muse Campai gn | C.P.S. Public Relations
Secondar y Resear ch
Secondary
Research

3. Strategies &
Tactics
Strategies &
Tactics
Target
PublicKe
Target
PublicKe
Section 2Section 2
Primary
Research
Strategies &
Tactics
Future
Recommendations
Muse Campai gn | C.P.S. Public Relations
Secondar y Resear ch
Secondary
Research
Evaluation
Analysis
Cor e Pr obl em
◼ Lack of awareness of Fred Jones Jr.
Museum of Art and Muse among the
student population and in turn
decreasing sales, especially during school
holidays.
▪ December, January, May, June and
July

4. Muse Campai gn | C.P.S. Public Relations
Strengths:
◼Locally relevant pieces
and products
◼Central location of the
FJJMA in Norman
Weaknesses:
◼Limited involvement with
student organizations
outside of the art college
◼Budget limitations for
promotional items
Opportunities:
◼Free admission
◼Reasonably priced
products
Threats:
◼Other forms of
entertainment and
shopping
◼Wide-array of campus
activities not involving the
museum
SWOT
Analysis
SWOT
Analysis

5. Goal
Muse Campai gn | C.P.S. Public Relations
To increase awareness among University of
Oklahoma undergraduate students.
Specifically OU sorority women

6. Key Publ i c
University of Oklahoma Undergraduate Students
Sorority Women
Panhellenic Association
Multicultural Greek Council
Muse Campai gn | C.P.S. Public Relations

7. Strategies &
Tactics
Strategies &
Tactics
Target
PublicKe
Target
PublicKe
Section 2Section 2
Strategies &
Tactics
Strategies &
Tactics
Future
Recommendations
Muse Campai gn | C.P.S. Public Relations
Secondar y Resear ch
Secondary
Research
Analysis
Cor e Pr obl em
◼ Lack of awareness of Fred Jones Jr. Museum
of Art and Muse among the student population
and in turn decreasing sales, especially during
school holidays.
▪ December, January, May, June and July
Evaluation
Primary
Research
Primary
Research
Pr ot ocol
◼ Survey Research Questions:
1.What motivates University of Oklahoma
sorority women to shop at their favorite
stores?
2.What items are University of Oklahoma
Women shopping for regularly?
3.How aware are University of Oklahoma
sorority women of Muse?
Collection period:
March 9th
- April 6th
223 Surveys
Returned
Distributed 350
surveys

8. Maj or Resul t s & Fi ndi ngs
Muse Campai gn | C.P.S. Public Relations
Aware of Student
Discount: 7
Unaware of Student
Discount: 215
Awareness
of Muse 10%
Student
Discounts

9. Maj or Resul t s & Fi ndi ngs
Muse Campai gn | C.P.S. Public Relations
6- Strongly Agree
1 - Strongly Disagree

10. Maj or Resul t s & Fi ndi ngs
Muse Campai gn | C.P.S. Public Relations
Items Purchased Most
Frequently:
Clothing
Scarves
Jewelry
Accessory for Technology
Purses
Average Shopping
Trips Per Month:
0 Trips: 3
1 – 2 Trips: 59
3 – 4 Trips: 43
5 – 6 Trips: 14
7+ Trips: 8
Average Monthly
Spending on
Shopping:
119 of 223 surveyed
spend $50.00 -
$100.00

11. Maj or Resul t s & Fi ndi ngs
Muse Campai gn | C.P.S. Public Relations
Number of Times
Sorority Women Have
Visited FJJMA:
0 Visits: 79
1- 2 Visits: 105
3 – 4 Visits: 28
5+ Visits: 9
Previous Visits to
Gift Shop:
Never Visited: 166
Visited: 56
120 women
total
Only 39% of women
surveyed who have
visited FJJMA, have
visited Muse.

12. Maj or Resul t s & Fi ndi ngs
Muse Campai gn | C.P.S. Public Relations
1 – Used Most Frequently
6 – Used Least Frequently

13. Maj or Resul t s & Fi ndi ngs
Muse Campai gn | C.P.S. Public Relations
1 – Strongly Disagree Social
Media Affects Shopping
Habits
6 – Strongly Agree Social
Media Affects Shopping
Habits

14. Maj or Resul t s & Fi ndi ngs
Muse Campai gn | C.P.S. Public Relations

15. Strategies &
Tactics
Strategies &
Tactics
Target
PublicKe
Target
PublicKe
Section 2Section 2
Future
Recommendations
Muse Campai gn | C.P.S. Public Relations
Strategies &
Tactics
Secondar y Resear ch
Secondary
Research
Analysis
Cor e Pr obl em
◼ Lack of awareness of Fred Jones Jr. Museum
of Art and Muse among the student population
and in turn decreasing sales, especially during
school holidays.
▪ December, January, May, June and July
Evaluation
Primary
Research
Primary
Research
I nt er vi ew Pr ot ocol
◼ Interview Research Questions:
1.What motivates University of Oklahoma
sorority women to shop?
2.What could potentially motivate University of
Oklahoma sorority women to shop at Muse?
Number of Women
Interviewed:

16. Strategies &
Tactics
Strategies &
Tactics
Target
PublicKe
Target
PublicKe
Section 2Section 2
Future
Recommendations
Muse Campai gn | C.P.S. Public Relations
Secondar y Resear ch
Secondary
Research
Analysis
Cor e Pr obl em
◼ Lack of awareness of Fred Jones Jr. Museum
of Art and Muse among the student population
and in turn decreasing sales, especially during
school holidays.
▪ December, January, May, June and July
Primary
Research
Evaluation
Obj ect i ves
Strategies &
Tactics
Strategies &
Tactics
◼ To increase the number of Panhellenic
Association sorority women shopping at the
Muse through sorority meeting outreach to
215 sorority women by May 1, 2014.
◼ To increase the number of Multicultural
Greek council members shopping at Muse
through sorority meeting outreach to 40
members by May 1, 2014.

17. St r at egi es
Muse Campai gn | C.P.S. Public Relations
Come buy your bigs
and littles unique
and affordable gifts
at Muse. Don’t forget
all students get 10%
off!
Shop at Muse for unique
products and take
advantage of the 10%
student discount!
◼ Secure the participation of Panhellenic
Association sorority women at Muse through
invitations and regular collaboration.
◼ Secure the participation of Multicultural Greek
Council sorority women shopping at Muse
through promotional items and events.

18. Muse Campai gn | C.P.S. Public Relations
CLICK HERE FOR MORE INFO
Tact i cs
Flyer Distribution:
Returned flyers redeem
15% off entire purchase
at Muse

19. Eval uat i on
Muse Campai gn | C.P.S. Public Relations

20. Strategies &
Tactics
Strategies &
Tactics
Target
PublicKe
Target
PublicKe
Section 2Section 2
Muse Campai gn | C.P.S. Public Relations
Secondar y Resear ch
Secondary
Research
Secondary
Research
Analysis
Cor e Pr obl em
◼ Lack of awareness of Fred Jones Jr. Museum
of Art and Muse among the student population
and in turn decreasing sales, especially during
school holidays.
▪ December, January, May, June and July
Primary
Research
Obj ect i ves
Strategies &
Tactics
Strategies &
Tactics
◼ To increase the number of Panhellenic
Association sorority women shopping at the
Muse through sorority meeting outreach to
215 sorority women by May 1, 2014.
◼ To increase the number of Multicultural
Greek council members shopping at Muse
through sorority meeting outreach to 40
members by May 1, 2014. Future
Recommendations
Social Media Objective:
• To increase the number of University of
Oklahoma sorority women who know about Muse
through existing social media outlets and
sorority meeting outreach to 400 members.
Recommendat i ons
EvaluationEvaluation

21. Strategies &
Tactics
Strategies &
Tactics
Target
PublicKe
Target
PublicKe
Section 2Section 2
Muse Campai gn | C.P.S. Public Relations
Secondar y Resear ch
Secondary
Research
Secondary
Research
Analysis
Cor e Pr obl em
◼ Lack of awareness of Fred Jones Jr. Museum
of Art and Muse among the student population
and in turn decreasing sales, especially during
school holidays.
▪ December, January, May, June and July
Primary
Research
Obj ect i ves
Strategies &
Tactics
Strategies &
Tactics
◼ To increase the number of Panhellenic
Association sorority women shopping at the
Muse through sorority meeting outreach to
215 sorority women by May 1, 2014.
◼ To increase the number of Multicultural
Greek council members shopping at Muse
through sorority meeting outreach to 40
members by May 1, 2014.
Evaluation
Future
Recommendations
Future
Recommendations
Social Media Objective:
• To increase the number of University of
Oklahoma sorority women who know about Muse
through existing social media outlets and
sorority meeting outreach to 400 members.
Recommendat i ons

22. Muse Campai gn | C.P.S. Public Relations
Recommendat i ons
Social Media Tactics:
Reaching out to the sorority chapters by tweeting at them
when items are newly stocked and retweeting sorority tweets that
promote their major events such as philanthropies.
Highlighting products weekly in a “MuseTues” section on
Facebook, Twitter and Instagram. #MuseTues
Use promotional images to encourage followers of the
Facebook page to follow the FJJMA’s Twitter and Instagram accounts.
Post weekly reminders of the 10% student discount for Muse
store through posts on Facebook, Twitter, and Instagram.
Promoting the hashtag #FindYourMuse by including it on all
Facebook, Twitter and Instagram posts that are related to the Muse
store.

23. Muse Campai gn | C.P.S. Public Relations
#Fi ndYour MUSE
@