The document provides a planning deck for a rebranding campaign for the UNC School of Media and Journalism. It outlines goals to increase awareness of the name change, boost visibility on campus, and improve perceptions of the school's resources and progressive approach. A SWOT analysis identifies strengths like expert faculty but also weaknesses such as low awareness. Target audiences, brand positioning focusing on storytelling and critical thinking, and metrics for measuring campaign success like placement rates and student enrollment are discussed.

1. UNC SCHOOL
OF MEDIA &
JOURNALISM
PLANNING DECK

2. GOAL
A successful rebranding campaign that will:
(1)Make all publics aware of the UNC J-school name change.
(2)Increase awareness of the UNC J-school on campus.
(3)Facilitate positive perception of UNC J-school resources and its
progressive nature.
The world of Media and Journalism is changing and adapting
to the digital landscape that is constantly developing and we
must maintain our position as a prestigious and relevant
school in the industry.

3. CATEGORY,
SITUATION &
BRAND
LANDSCAPE

4. SWOT ANALYSIS
STRENGTHS WEAKNESSES
Newly revised curriculum that will
continue to adapt, expert
professors, accomplished alumni,
multiple specialty options, sense of
community and inclusion
Limited resources for networking,
limited facilities, low awareness on
campus with little to no marketing,
negative perception of the
Journalism industry, confusion in
registering for classes and limited
spots available, forced maximum
course hours
OPPORTUNITIES THREATS
Regain support as the most
progressive school in the industry,
increase awareness and positive
perception to prospective students,
growing job field as digital age
consumes people, leader in social
media on campus and ability to
engineer an exceptional website
Alumni perception of name-change
or non-compliance, possibility of
losing the connection to the
previous prestige, many publics
involved to inform, instinct to
choose B-school due to higher
awareness of career security and
opportunities

5. PERCEPTUAL MAP:
J-SCHOOL GRADS VS. PEERS IN INDUSTRY
1. Professional and ethical
2. Clear and effective writing
3. Technologically advanced skills
4. Ability to work with diverse groups
5. Leadership or initiative
6. Public speaking and presentation skills
7. Understanding of global issues
PREPAR
ED
UNPREPARE
D
JOMC
ALUMNI
PEERS

6. “THE BEST SCHOOLS ARE
CHANGING. THE BEST
PROFESSORS ARE ADAPTING.
THE BEST DEANS ARE
REIMAGINING.” – ERIC NEWTON
[The Knight Foundation Blog]

7. BRAND
CHALLENGE

8. OBSTACLE 1: LOW AWARENESS
Survey participants that are “not in the J-school” described the J-school
in a few words:
“I have no idea.”
“Challenging & probably good.”
“Competitive.”
“Trying to create a rivalry with the B-school.”
“Wanting to be an English major but having more direction.”
“Carroll Hall.”
“Creating the next Erin Andrews or writer for the NYT.”
“A school where Mass Communication & Journalism is taught.”
“Popular.”
“Pointless.”
“Talented people in one spot.”

9. OBSTACLE 2: “JOURNALISM” IMAGE
Survey participants that are “not in the J-school” or “no
relationship with the J-school” responded that the jobs J-school
students employ are: writers, reporters,
broadcast, graphic designers, or,
unemployed.

10. OBSTACLE 3: INFLEXIBILITY
The J-school is lacking …
“More of our own class choices, less required courses.”
“… class presentation skill class.”
“… class for real work skills like email.”
“More networking events and opportunities.”
“Bringing in recruiters.”

11. TARGET AUDIENCE & BRAND DISTINCTION
VALUE FOR THE
PEOPLE & THE
BRAND

12. PRIMARY AUDIENCE:
CURRENT J-SCHOOL MILLENNIAL
They are storytellers, digital natives and critical thinkers.
They are optimistic about their future and are driven,
therefore they enjoy academic competition. They are not
satisfied with tradition and want fresh content.

13. VALUE FOR THE CURRENT STUDENT
The J-school offers them:
1. Creative, cutting edge classes with diverse
specializations that foster healthy group work
environments.
2. Top notch professors and administrators that know the
industry and where it is going.
3. The ability to provide a content-based resource for
networking and internship or job support.
4. Scholarships and project competitions to fuel thought
and provide students with real-life work.
5. Clubs and events that bring in renowned speakers and
opportunities for trips, networking and more.

14. SECONDARY AUDIENCES
• Past J-schooler (AKA Alumni)
• Prospective J-schooler
• J-school student’s parent
• J-school administration

15. BRAND DISTINCTION
1. Storytelling
2. Critical thinking
3. Numeracy & insight

16. RECOMMENDATION & THE BIG IDEA
INSIGHT

17. The UNC School of Media and Journalism jump-starts
curious students that have a passion for innovating,
sharing and modernizing with its cutting-edge curriculum,
resources, and real-world challenges and experiences.

18. Start here.
Never stop.

19. MEASUREMENT

20. BENCHMARK 1
PLACEMENT RATE
• The 2013 rate of placement in full-time employment from
the J-School six months post-graduation was 82%.
• This is the same rate as the UNC Kenan Flagler Business
School.

21. BENCHMARK 2
NUMBER of STUDENTS
• There are currently 712 total students enrolled in the J-school
as of November 2014.
• The UNC Kenan Flagler Business School admits
approximately 330 undergraduate student majors per year.
There are currently approximately 900 students enrolled in
the KFBS.
TOTAL NUMBER OF UNDERGRADUATE STUDENTS
ENROLLED
J-SCHOOL
KFBS

22. BENCHMARK 3
SPECIALIZATION CHOICES
• In 2013, the specialization choice was approximately 65% PR,
Advertising and Strategic Communications and 35% Journalism.
• In 2014, the specialization choice was approximately 59% PR,
Advertising and Strategic Communications and 41% Journalism.
• As of November 2014 the number of students in specialization is as
follows:
Advertising – 163
Broadcast & Electronic Journalism – 74
Editing & Graphics – 63
Multimedia – 17
Photojournalism – 17
Public Relations – 233
Reporting – 101
Strategic Communication – 26
Business Journalism – 18

23. STUDENTS BY SPECIALTY 2014
# of Students
Advertising
PR
Strategic
Broadcast
Graphics
Multimedia
Reporting
Photo
Business

24. BENCHMARK 4
UNIQUE VISITS TO THE UNC SCHOOL OF MEDIA &
JOURNALISM
LENGTH OF TIME VISITING THE SITE

25. METRICS
SPRING/SUMMER 2015 – PRE-LAUNCH
• A pre-campaign survey canvassing newly admitted
students to UNC-Chapel Hill asking questions
encompassing the following:
• Awareness of the School of Media and Journalism
• Perception of the industry of Media and Journalism
• Intent to major in a field of Media and/or Journalism
• Intent to choose the School of Media and Journalism

26. METRICS
Spring 2015
• Paid Google AdWords
• Measuring analytics for one year determined to see a
steady increase in number of visitors, unique visitors, time
spent on page and engagement on page.

27. METRICS
SPRING 2016 – POST-CAMPAIGN
• A post-campaign survey canvassing students in the Class
of 2019. This will be a very similar survey as the pre-campaign
survey asking questions encompassing the
following:
• Awareness of the School of Media and Journalism
• Perception of the industry of Media and Journalism
• Intent to major in a field of Media and/or Journalism
• Intent to choose the School of Media and Journalism

28. METRICS
BY SPRING 2017:
PLACEMENT RATE up to 87% from 82%
Mandatories:
• Increased focus on resources, networking and alumni
events for senior students

29. METRICS
BY SPRING 2018:
NUMBER OF UNDERGRADUATE STUDENTS increased to
approximately 1000 from 712
Mandatories:
• Increased awareness marketing on campus and
renovations made to intrigue and excite prospective
students.
• Additional scholarship and resource awareness that
shows that the J-school offers a solution to the main
concerns of prospective students: future job security,
interesting course materials, and an inclusive environment
fostering critical thinkers.

30. METRICS
BY SPRING 2020:
SPECIALIZATION CHOICES  50% Journalism & 50% Media
Related
1200
1000
800
600
400
200
0
2014
2016
Mandatories:
• Continued efforts on restructuring core classes and
specialization choices in order to better serve student
needs.