PlanBook

Where the Foundation of
Missouri Journalism Lives.
Marketing and Branding
Campaign Plan Book

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6
Executive Summary
Situation Analysis
12
2 Contents
CONTENTS
SWOT Analysis

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26
30
44
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62
80
Contents
3
Primary Research
Brand Strategy
Media Plan
Creative
Budget
Evaluation
Appendix
Meet the Team

Executive Summary
5
MIPA is looking to boost membership and
rebrand their historic organization in 2015. 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.
The marketing goal is to increase membership
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

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.
Situation Analysis
7

Target Analysis
Situation Analysis 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
will ultimately make the decision whether or not
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.

Situation Analysis
9
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.

Situation Analysis 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
boasts a low $40 membership fee and advertises
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.

Situation Analysis
11
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
compete for the attention of a target audience
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.

SW13
SWOT Analysis
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.

Opportunities
O Threats
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
T bigger network.
Leverage the Journalism Education
Association (JEA).
Create a whole new look and brand
for the organization on social media,
Analysis particularly focusing on Facebook,
Twitter, and Instagram.
SWOT 14Growing 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.

Primary Research
17
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

18Primary Research
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)

Primary Research
19
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.

20Type Primary Research
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

Primary Research
Type
21
• 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.

22Primary Research
Data
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.

Primary Research
23
• 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.

24Primary Research
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.

Primary Research
25
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.

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.
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.
Brand Strategy
27

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.
28Brand Strategy
MIPA will have two distinct, yet similar, Strategy #1
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.

Strategy #2
Brand Strategy
29
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.

Media Plan
31
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.

32Media Plan
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:

Media Plan
33
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.

34Media Plan
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:

Media Plan
35
• 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:

36Media Plan
(“Better/Best Tactics – Over Budget)
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.

Media Plan
37
• 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.

38Media Plan
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”
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.
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.

Media Plan
39
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

40Media Plan
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

42Media Plan
“Better” Media Workplan

Creative
45
Creative Brief
Objective
Target
Audience
We want to raise the level of awareness for MIPA for high school journalism
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.

Creative Brief
Key
Insights
Takeaway
46Creative
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
47
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.

48Creative
Creative Executions
t e r S c h o I n l a PA
s i t r i u MIc
o s n
s o i ÊÊM ÊÊi t P a r e s o c i s A s s t e r S c h o I n l a PA
s i t r i u MIc
o s n
s o i ÊM Êi t P a r e s o c i s A s s Where 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.

Creative
49
Postcard Front First Option
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:
• The first one utilized a word cloud composed
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.

50Creative
Creative Executions
Second Option

Creative
51
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.

52Creative
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.

Creative
53
First Option
Fold In Back Front

54Creative
Second Option
Fold In Back Front

Creative
55
Inside Left Inside Middle Inside Right

Budget
57
Budget Budget Allocation
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.

Adjusted Budget Allocation
03/
Primary
Research
58Budget
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.
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.

Evaluation
61
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.

Appendix
63
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.

64Appendix
• 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.

Appendix
65
• 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.

66Appendix
• 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”
• 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.

Appendix
67
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.

68Appendix
MIPA Intern Application

Appendix
69
Social Media Calendar
(Continue on next page)

70Appendix
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.

72Appendix
Survey Questions
Teacher & Adviser Survey
Purpose of this Study: This survey will provide
insights into the attitudes 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.
For Part 1, you will be asked few questions about
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.

Appendix
73
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)

74Appendix
Survey Questions
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

Appendix
75
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

76Appendix
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.

Appendix
77
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?

78Appendix
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!

82Meet the Team
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
Favorite quote:
“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.”

Meet the Team
83
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

84Meet the Team
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
communication at the University of Missouri’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:

Meet the Team
85
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

86Meet the Team
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
Favorite quote:
“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

Where the Foundation of
Missouri Journalism Lives.

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