The document provides a situational analysis for a rebranding campaign of Radford University including secondary research on student demographics and competition, as well as primary research through a survey. The survey found that 47% of students had Radford as their first choice, with competing schools being JMU, VCU, and ODU. The survey also revealed that students' favorite parts of Radford are its size and location while wanting more dining options and activities on campus.

1. 1
PBR Advertising

2. 2
Table of Contents
Team Member Biographies…………………………………………………………………….. 3-5
Situational Analysis…………………………………………………………………………... 6-16
 Secondary Research Graphs and Charts…..…………………………………………. 7-11
 Timeline.…………...……………………………………………………….....................12
 Competition Analysis…………………………………………………………..………...13
 Clubs and Organizations……..…………………………………………………………..14
 Notable Alumni…………………………..………………………………………………15
 Targets…………………………..………………………………………………………..16
Primary Research…………………………………...…………………………………………17-24
 Survey…………………………..………………………………………………………..18
 Survey Results…………………….………………………………………………….19-21
 Survey Analysis……………….…………………………………………………………22
 Focus Group Agenda……………….....…………………………………………………23
 Focus Group Analysis……..............……………………………………………………..24
Insights…………………………………………………………………………………..........25-26
Creative Brief………………………………………………………………………………....27-28
Tactics………………………………………………………………………………………...29-39
 Billboard…………..……………………………………………………………………..30
 Premiums…………………………………………………………………………….31-33
 Direct Mail………………………………………………………………………………34
 Radio Spot……………………………………………………………………….………35
 Social Media…………………………………………………………………………36-37
 Flyer……………………………………………………….....…………………………..38
 RU ID……………………………………………………………………………………39
 Event Schedule........................................................................................................ ..........40
Budget………………………………………………………………………………………...41-42

3. 3
PBR Advertising: Team Member Biographies
Ty Richards (President): I am from Charlottesville,
Virginia. I am currently a junior studying Media Studies
with a Concentration in advertising. I love creating new
things and art, so hopefully I can combine the two into a
job one day.
Annie Lassiter (Secretary): I am a junior here at RU. I am an
English major and a Communication minor. I am from
Richmond, VA. I enjoy snowboarding in the winter, and going
to the beach in the summer. In the future, I hope to have
graduated from Radford University with my degree in English
and the minor in Communication. I hope to find a job working
with people. I am a people person and I want to spend my life
helping those in need. I also enjoy working with media, and
could possibly be interested in working a job involving
television or maybe even the newspaper.
Tommy Morgan: I am a sophomore at Radford
University. I am from Staunton, VA. I am studying Public
Relations and minoring in Marketing. In addition to
school, I intern with Radford University Athletics
Communications and work at Red Lobster as a server. I
am also a member of Phi Sigma Pi National Honor
Fraternity and on the leadership team for Radford’s Cru
Chapter. I hope to work for a Virginia based company in
their public relations/IMC department upon graduating.

4. 4
Kevin Chilin: I am a freshman from Ashburn, Virginia, but was
born in El Salvador. I am majoring in Business accounting, and
minoring in management. I dream to one day own multiple
businesses.
Devin Thompson: I was born and spent my early childhood in
Queens, NY. I was also raised and spent most of my life in
Fredericksburg, VA. I enjoy making music, playing basketball,
skateboarding, football, and working out. I attend Radford
University with Media Studies as my major and Advertisement as
the concentration. In the future, I plan to own my own business in
the music field.

5. 5
Kyle Hamilton: I was born March 9th
, 1993 at the Martha Jefferson
Hospital in Charlottesville Virginia. I have continued to live in
Charlottesville for 21 years. Sports have always been an interest
of mine since a very young age. I have participated in swimming,
baseball, golf, basketball, football and soccer. Currently I am
studying Business Marketing at the University of Radford. My life
goal is become Vice President of my father’s company, Fairway
Enterprise’s, then eventually take over for him. Ever since I
became aware that Radford existed I knew I wanted to apply and
hopefully attend after High School. I am currently a member of
the Delta Chi Fraternity Inc. and have served as Secretary as well
as Philanthropy Chairman. I am working towards graduating on
time with the class of 2015.
Devon Battles: I was born in Brooklyn, NY and raised in
Richmond, VA. I’m a sophomore majoring in Media
Studies. I hope to become a journalist for a hip-hop
magazine in the near future. I currently enjoy blogging,
writing in my spare time.

6. 6
Situational
Analysis

7. 7
Secondary Research

8. 8
DEGREE MAJOR TOTAL
STUDENTS
TOTAL
WOMEN
TOTAL
MEN
BLACK
TOTAL
ASIAN
TOTAL
HISPANIC
TOTAL
WHITE
TOTAL
All Subjects Combined First
1,725
1,026 699 97 43 53 1,490
Multi-/Interdisciplinary Studies,
Other
First
172
161 11 4 2 2 163
Business Administration and
Management, General
First
125
35 90 7 3 3 110
Registered Nursing/Registered
Nurse
First
117
111 6 7 4 1 101
Criminal Justice/Safety Studies First
115
45 70 11 3 5 91
Physical Education Teaching and
Coaching
First
111
49 62 10 2 2 92
Psychology, General First
106
81 25 6 1 4 91
Marketing/Marketing
Management, General
First
90
51 39 2 6 4 76
Journalism First
82
38 44 8 3 4 66
All Subjects Combined Second
66
29 37 1 1 3 60
Communication Studies/Speech
Communication and Rhetoric
First
63
49 14 1 1 6 52
Biology/Biological Scie
nces, General
First
58
29 29 4 1 0 52

9. 9
Design and Visual
Communications, General
First
57
57 0 3 2 1 51
Art/Art Studies, General First
56
45 11 2 3 1 50
Computer Science First
49
3 46 2 2 0 43
Parks, Recreation and Leisure
Studies
First
46
26 20 3 0 1 40
English Language and Literature,
General
First
45
32 13 5 0 2 36
Finance, General First
41
9 32 1 0 3 36
Accounting First
38
15 23 4 1 2 28
History, General First
34
15 19 0 0 0 33
Communication Disorders,
General
First
28
28 0 2 0 0 26
Political Science and
Government, General
First
28
10 18 2 0 1 24
Social Work First
27
25 2 1 0 0 26
Social Sciences, General First
26
8 18 0 0 2 24
Information Science/Studies First
25
3 22 3 1 1 20

10. 10
Mathematics, General First
23
12 11 1 1 0 20
Foods, Nutrition, and Wellness
Studies, General
First
18
17 1 2 2 1 13
Drama and Dramatics/Theatre
Arts, General
First
14
3 11 0 0 2 12
Dance, General First
14
12 2 0 0 0 14
Music, General First
14
8 6 3 1 0 10
Sociology First
14
10 4 0 0 1 13
Finance, General Second
13
3 10 0 1 2 9
Marketing/Marketing
Management, General
Second
13
7 6 0 0 0 13
Anthropology First
13
8 5 0 0 0 13
Athletic Training/Trainer First
11
8 3 2 0 0 9
Foreign Languages and
Literatures, General
First
11
8 3 0 0 2 9
Economics, General First
10
2 8 0 1 1 7
Chemistry, General First
10
6 4 0 1 1 8

11. 11
Physics, General First
10
1 9 0 2 0 8
Geology/Earth Science, General First
9
3 6 0 0 0 9
Social Sciences, General Second
8
2 6 0 0 0 8
Philosophy and Religious
Studies, Other
First
8
2 6 1 0 0 7
Geography First
6
0 6 0 0 0 6
Communication Studies/Speech
Communication and Rhetoric
Second
4
4 0 0 0 0 4
Economics, General Second
3
0 3 0 0 0 3
Psychology, General Second
2
2 0 0 0 0 2
Foreign Languages and
Literatures, General
Second
2
0 2 0 0 0 2
Political Science and
Government, General
Second
2
0 2 0 0 0 2
Sociology Second
2
2 0 0 0 0 2
History, General Second
2
1 1 0 0 0 2

12. 12
Radford University Key Events Timeline
1910: the Virginia General Assembly founded Radford University.
1911: Dr. John Preston McConnell was appointed president of the institution.
1915: First official residence hall, Tyler Hall, opened.
1924: School’s name was changed to State Teachers College.
1929: First sorority chapter was established, Sigma Sigma Sigma.
1938: Dr. David W. Peters assumed the role of president.
1964: Radford became known as Radford College.
1970’s: Radford adopted the nickname “Highlanders” for athletics teams.
1972: Dr. Donald N. Dedmon took office as president.
1972: Undergraduate admission of men.
1979: Radford was granted university status by the General Assembly.
1994: Dr. Charles W. Owens was named acting president of the university.
1995: Dr. Douglas Covington was named the fifth president of the university.
2005: Penelope W. Kyle became the university’s sixth president.
2008: The Douglas and Beatrice Covington Center for Visual and Performing Arts
opened.
2009: Young Hall opened.
2011: Radford University granted its first doctoral degrees.
2012: COBE building opened.

13. 13
Gender - RU
Male
Female
44%
56%
Gender - JMU
Male
Female59%
41%
Gender - VT
Male
Female59%
41%
Gender - CNU
Male
Female57%
43%
Competition Analysis
 Radford University
o Enrollment: 9,573
o In-State Tuition: $8,976
o Out-of-state Tuition: $21,141
o Student-to-faculty ratio: 19 to 1
o Average GPA: 3.35
 James Madison University
o Enrollment: 19,927
o In-State Tuition: $9,176
o Out-of-state Tuition: $23,654
o Student-to-faculty ratio: 16 to 1
o Average GPA: 3.71
 Virginia Polytechnic Institute and
State University
o Enrollment: 31,087
o In-State Tuition: $11,455
o Out-of-state Tuition: $27,211
o Student-to-faculty ratio: 16 to 1
o Average GPA: 3.76
 Christopher Newport University
o Enrollment: 5,186
o In-State Tuition: $11,092
o Out-of-state Tuition: $20,992
o Student-to-faculty ratio: 17 to 1
o Average GPA: 3.40

14. 14
Radford University Clubs and Organizations
Alpha Kappa Psi (AKPsi)
Alpha Phi Omega (APO)
Alpha Sigma Alpha (ASA)
American Marketing Association (AMA)
Basketball (Men’s and Women’s)
Bowling Club
Campus Crusade for Christ (CRU)
Club Baseball
Club Softball
Club Soccer
Club Tennis
Club Lacrosse
Delta Chi (DX)
Delta Zeta (DZ)
Diversity Awareness Programming (DAP)
English Club
Kappa Delta Rho (KDR)
Paintball Club
Phi Sigma Sigma
Photography Club
Radford Student Programming and Campus Events (R-SPaCE)
Radio Free Radio
Sigma Chi
Sigma Kappa
Sigma Sigma Sigma
Student Organization Assistance and Resources (SOAR)
Student Organization of Radford Alumni Development (SoRAD)
Snowboard and Ski Club
Social Work Club
Sociology Club
Swim Club
Table Tennis Club
The Tartan
Theta Chi
TOMS Shoes Campus Club (TOMS)
Ultimate Frisbee (Men’s and Women’s)
Women’s Studies Club
Women’s Field Hockey
Wrestling Club
Young Democrats
Ect.

15. 15
Radford University Notable Alumni List
• Buddhi K. Athauda: Sri Lanka Ambassador to Netherlands.
• June Atkinson: State Superintendent of Public Instruction, North Carolina.
• Danielle Banks: On Camera Meteorologist, The Weather Channel.
• Frank Beamer: Head football coach, Virginia Tech.
• Regan Burns: Actor and Comedian.
• Maria Odulio de Guzman: Lexicographer.
• Nelson Harris: Former mayor of Roanoke, Virginia.
• Phil Leftwich: former professional baseball player.
• Scott Long: Human Rights Activist.
• Dave Mattingly: National Public Radio producer and newscaster.
• Jayma Mays: Actress, stars as Emma Pilsbury in the Fox series Glee.
• John Montgomery: Executive director of the Rams Club at UNC-Chapel Hill.
• Goran Nava: Olympian for Serbia in the 1500 meter run in the 2008 Olympics.
• Barry Ratcliffe: Actor, "Nashville", "Army Wives", "Person of Interest", "House of
Cards."
• Steve Robinson: University of North Carolina at Chapel Hill Assistant Coach.
• Martin Sayer: Member of the Hong Kong Davis Cup team, former RU tennis player.
• Marty Smith: ESPN NASCAR Analyst.
• Ryan Speier: Pitcher, Tohoku Rakuten Golden Eagles.
• Diane Stupar-Hughes: Co-host of the Elliot in the Morning radio show.
• Dante Washington: TV Soccer Color Analyst for the Columbus Crew of MLS, first
team All-American in 1991, played for the United States in the 1992 Summer Olympics
Games.

16. 16
Primary Targets:
 Incoming freshman
 Transfer students
Secondary Targets:
 Parents of incoming freshman
 Parents of transfer students
Demographics:
 Males age 17-25
 Females age 17-25
Geographics:
 Northern VA
 Tidewater VA
 Richmond Metro
 Central VA
 Southwest VA
 Shenandoah Valley
 All out of state

17. 17
Primary
Research

18. 18
Radford University & You – A Rebranding Campaign Survey
1.Radford University was my _______ choice for college/university.
A. First
B. Second
C. Third
2. If Radford was not your first choice, what was? Why? What makes that school
better than Radford University?
3. What is your gender?
A. Male
B. Female
4. What is your ethnicity?
A. Caucasian
B. African American
C. Asian
D. Hispanic
E. Pacific Islander
F. Other:_________________
5. What is your class standing?
A. Freshman
B. Sophomore
C. Junior
D. Senior
E. Other:___________________
6. Are you an in state or out of state student?
A. In state
B. Out of state
7. What is your favorite part about Radford University?
8. What is your least favorite part of Radford University?
9. What would you like to see on campus?
10. What campus organizations are you involved with?

19. 19
Radford was ________ choice for college
First Choice
Second Choice
Third Choice
47%
10%
43%
Survey Results
Student Body Ratio by Gender
Male
Female
49% 51%

20. 20
0%
10%
20%
30%
40%
50%
60%
70%
80%
Caucasian African American Asain Hispanic Other
Ethnicity
0%
5%
10%
15%
20%
25%
30%
35%
40%
JMU VCU ODU CNU Other
Competing Schools
competing Schools

21. 21
0%
5%
10%
15%
20%
25%
30%
35%
40%
What Radford Students would like to see
on campus
What Radford Students would
like to see on campus
0%
5%
10%
15%
20%
25%
30%
35%
40%
None Athlete Res Life Greek YL CRU
What campus organization are Radford
students involved in
What campus organization are
Radford students involved in

22. 22
Survey Analysis
After conducting a survey of 60 college freshman,
sophomores, juniors, and seniors at Radford University the main
problem that was identified was a lack of activities and events on
campus. We also found that the majority of those surveyed said
that Radford was actually their first choice for college, which was
a positive result. A large amount of those surveyed were also not
involved in any clubs or organizations, which can contribute to the
lack of community Radford has.

23. 23
Focus Group Agenda
 Discuss whether or not Radford was the first choice of the students.
 Ask students how far away they live from Radford.
 Ask students about the ultimate reason they ended up coming to
Radford.
 Discuss whether or not students feel at home at Radford.
 Ask students about their experience with Quest.
 Ask students about their experience with Quadfest.
 Ask students what type of music/artist they would like to see at
Radford.
 Discuss what events students would like to see on campus.

24. 24
Focus Group Analysis
In conclusion to the focus group conducted by PBR Advertising, most of the
students that were interviewed seemed satisfied with their choice to attend Radford
University. There was one specific person who didn’t want to attend our university and
had a negative attitude towards our university. The participants wanted to see a music
festival come to our campus. That would hopefully bring our community closer together.
The end result of this focus group was: all of the students interviewed did feel at home at
Radford University, but would like to see more interactive and fun events on campus.

25. 25
Insights

26. 26
Insights
Our targets are upcoming freshman and transfer students that are planning on
coming to Radford in the fall. The goal is to make new students feel welcome to Radford
University. Also, new students need to get a sense of the close-knit community that we
have here in Radford. The rebranding of the Quest program is meant to bring the
community closer together and to help make the new students feel welcome. Also, this
new program is meant to help new students get used to the campus and feel at home by
the time classes start. Hopefully, hearing about this new program will make more
students want to come to Radford.

27. 27
Creative
Brief

28. 28
Creative Brief
The problem that PBR advertising is working to solve is Radford
University’s community. It is not seen as being as strong as surrounding
communities. It seems that the University is not as welcoming to new
students as it could be due to the lack of bonding and school spirit among
students.
PBR advertising is going to revamp the orientation program. This new
program will be help on August 23, 2014. After attending the new
orientation, students and parents will gain a better sense of the strong
community that Radford has. There will be additional advertising by for this
event with a radio broadcast, flyers, billboards, etc. The event will be open
for students and the public. This big event will allow us all to build as a
community.
We are going to connect with males and females ages 17-25. PBR
advertising is also targeting high school students and community college
students. The most insightful things we know about students are that they are
interested in going to smaller schools with a closer community. Students
want to be successful at a smaller school. They want to be recognized by
their professors, and bond with a strong knit community. This will give them
a better since of feeling like they are at home.
Radford University fits into the target’s lives because the sense of
community is very similar to the ones that many students are used to at
home. The target wants Radford to provide them with an education in an
environment where they feel at home. The most effective way to
communicate is building a strong community and stronger friendships.
The target will believe this message with the help of brochures,
billboards, commercials, etc. These will depict strong student relationships
and community bonding. After attending the revamped orientation program,
the target will have experienced the Radford community first hand, and they
will believe that Radford is a close-knit community. Experiencing the
message first hand by the target, as well as, through multimedia on social
media sites is the best context for motivating and influencing the target.

29. 29
Tactics

30. 30
Billboard

31. 31
Premiums (T-shirts)

32. 32
Premiums (Sweatshirts)

33. 33
Premiums (Koozies)

34. 34
Direct Mail
Dear (insert high school name here) student,
Radford University welcomes students from across Virginia, the nation and
around the world. Students are able to live, study, and work in the beauty of the Blue
Ridge Mountains along the banks of Virginia’s oldest river, the New River. The
welcoming environment is just part of what makes Radford the close-knit community that
it is. Radford offers over 250 clubs and organizations, 20 fraternities and sororities, and a
variety of intramural sports. RU also has 19 teams that compete in the Big South
Conference for Division I athletics. Choosing to attend Radford is choosing to take
advantage of meeting your lifelong friends while getting the education to have a
successful career. Come join us and find your place in the world with your fellow
Highlanders!
Sincerely,
Radford University Students
801 East Main Street
Radford, Virginia 24142

35. 35
Radio Spot
Radio Script
Come out to Radford University on August 16th
from 12pm till 2am to help
welcome the new students to our community. There will be free food, free
stuff, a variety of concerts, movies, shows on campus, and much more! Join
us to help welcome these new students to our close community. Let’s makes
these students feel at home! Hope to see you all there!

36. 36
Social Media (Facebook)

37. 37
Social Media (Twitter)

38. 38
Flyer

39. 39
RU ID

40. 40
Event Schedule
August 22-24 2014
Friday, August 22
10:00am- Room Assignments
11:00am- Orientation
12:30pm- Break for lunch
1:00pm- Pictures taken and meal cards assigned (hand out T-shirts)
2:30pm- Tour of campus
4:00pm- Meet and greet with Quest group (games, icebreakers, etc.)
5:30pm- Dinner catered in Muse Banquet Hall
7:30pm- Motivational speaker in Preston Auditorium
9:00pm- Festivities outside on the Bonnie Plaza
1:00am- End of the first day
Saturday, August 23
10:00am- Breakfast in Dalton dining hall
11:30am- Meet back up with Quest group
12:00pm- Club Fair begins (open to the entire community and all students)
12:30pm- Free food served at the Club Fair (games and activities will be provided)
3:00pm- Concerts will begin
 Moffett Quad- Alan Jackson and Brantley Gilbert
 Muse Quad- Avicii
 Bonnie Auditorium- Kevin Hart (stand-up)
 Preston Auditorium- Cold Play
6:30pm- Break for dinner on campus
8:00pm- Jay-Z concert on Moffett Quad
10:00pm- Free time
Sunday, August 24
12:00pm- Meet up with Quest group (Bisset Park for outdoor activities)
3:00pm- Free time
5:00pm- Speech by President Kyle at the Dedmon Center
6:00pm- Free time

41. 41
Budget

42. 42
Budget Form
Direct Mail $4,000
Billboards $1,000
Facebook/Twitter Free
Food/Drinks $50,000
Concerts $10,000,000
Shirts $5,000
Sweatshirts $10,000
Koozies $5,000