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SSW presentation COPYRIGHT ADZOU
- 1. University of Missouri Schoolof Social Work AdZou Consultation
- 2. Meet the Team DevinWadley, PR Account Executive Josh Sipp Copy Writer & Designer Sarah Harmening, Account Executive Danielle Filippone, Account Planner Karim Howard Interactive Sarah Meister Media Planner
- 3. The Task Develop theMU School of Social Work as a brand and increase visibility online and in the community.
- 4. Overview • Situation Analysis •SWOT • Research • Strategy • Tactics • Media Plan and Budget • Measurements • Conclusion
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- 6. Company • Ranking • Programs •Mission • Values
- 7. Category • Effect ofcost, ranking • Enrollment • Promotion strategies
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- 9. Indirect Competition • Psychology •Sociology • Human Developmental & Family Science
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- 12. Website Audit • Easyto find, search for • Relevant and interesting images • Drop down tabs helpful • Mobile site well designed
- 13. Website Audit • Cluttered •Missing information • Excessive links to the same page
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- 16. Social Listening • MUSSW students unable to interact with school • MU SWW unable to manage brand image • MU SSW unable to promote engagement
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- 18. Strengths • Hands-on experience •Continuous education • Value • Online degree • Community impact
- 19. Weaknesses • Social mediaand web presence • Academic ranking • Resources and funding • Lack of promotion
- 20. Opportunities • Expand technology •Community • Potential partnerships
- 21. Threats • Competitor websites •Competing online MSW programs • Washington University in St. Louis
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- 25. General Survey Results 42%unaware of SSW on campus
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- 27. General Survey Results 70%interested in attending graduate school
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- 29. Social Work SurveyResults
- 30. Social Work SurveyResults 84% of Social Work students did not receive a BSW from MU
- 31. Social Work SurveyResults 70% of BSW students interested in continuing education at MU for graduate school
- 32. Social Work SurveyResults Strengths Weaknesse s Changes • Class size • Relationships with faculty • Opportunities post-grad • Field Placement • Communication • Diversity • Online requirements • Low student involvement • Flexibility • Sense of community
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- 34. Service • “We area big school within the college. No one knows anything about us. If they could team up with Mizzou ASB with a social work trip, that would be really cool and people would get to know us.” • “It would also be great if there were more service opportunities through the school geared towards volunteering. That would help give us contacts for after graduation. ”
- 35. Visibility • “The onlytimes I've looked at the website is to see the list of classes, and the numbers aren't accurate so it was fruitless. ” • “They should promote the program as a whole more. As a psychology undergrad, I knew very little information about the School of Social Work. Luckily, I got placed in a social work class and loved it. This made me want to continue to take social work classes.”
- 36. Frustrations • “Our lackof physical space and cohesion. It speaks to our cohesion or lack there of in our department. The lack of cohesion is felt by the students.” – Faculty Member • “The PP&A program is not promoted enough… we have to take some of our required courses online… and that’s really really frustrating because that’s not what I signed up for, that’s not how I learn.”
- 37. Findings • Partnerships • Onlinepresence • Other programs • Lack of awareness
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- 39. “I’m at apoint in my life where I know where my aspirations lie, but I’m unsure of the next steps to take in order to get there. I want to pursue a career in something that will allow me to help others. For me, the best part is knowing I have done something for someone other than myself. It isn't about the lavish lifestyle or a career behind a desk. I have been researching graduate programs, but the price of tuition is weighing heavily on my decision making.” Consumer Insight
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- 42. A Day inthe Life 7:00am - Maria wakes up and begins her morning routine - which invoices checking her Facebook and twitter feeds to catch up on events from the night before, and to see what will be happening today. 8:10 - While walking to class, Maria listens to Spotify. She hears an ad for Starbucks and decides she should grab a cup of coffee. Maria is a 21-year-old junior at MU studying psychology.
- 43. 1:55pm - Afterfinishing her last class for the day, Maria starts walking home. She notices a flyer about an upcoming event on campus and makes a mental note to visit the website later. 5:55pm - Tired from reading the tomorrow’s discussion, Maria decided to check her Instagram to see what everyone else is doing. She notices her favorite store is having a surprise sale and decides to check it out. A Day in the Life
- 44. 8:15pm - Mariapulls up the Missourian website and sees a feature store about a charity fundraiser by a local business. She shares the article with her friends on Facebook and encourages them to attend. A Day in the Life
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- 46. The Missouri Schoolof Social Work is a community where students begin their careers by learning from hands-on experience in the field. The school gives students the opportunity to make a change the moment they walk through the columns. Graduates leave equipped with the skills to succeed in the field of social work. Campaign Strategy
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- 50. Public Relations • MediaLists • Story Pitches • Press Releases • Events • Partnerships • Increased Campus and Community Awareness • Creating Foundation for Continuous Media and Community Outreach • Establishing Reputation and Brand
- 51. Public Relations MU Schoolof Social Work Media List
- 52. MU School ofSocial Work Email Pitch Public Relations
- 53. MU School ofSocial Work Press Release Public Relations For more information contact: ***** 729 Clark Hall (573) 882-6206 ssw@missouri.edu For release after July 1 Mizzou School of Social Work Unveils New Branding Campaign COLUMBIA, MO. – (July 1, 2015) The University of Missouri’s School of Social Work launched their new brand positioning campaign this month in hope of reaching more students and better promoting their core values to the campus and community. Their new campaign – Make Tomorrow’s Change Today – is meant to highlight the school’s aptitude for giving their students immediate hands-on experience in the field of social work the moment they begin the program. To better tell their new story, the school will be redesigning their website, creating new social media platforms and partnering with more campus programs. “We are more than excited to announce our school’s new brand position,” said Dr. Marjorie Sable. “Mizzou School of Social Work prides itself on giving students unique field experience superior to any other social work program in the area. With Make Tomorrow’s Change Today, we will be able to better communicate the impact we make on the community to prospective students and gain more awareness throughout campus.” The Mizzou School of Social Work is the only school of social work in the state of Missouri that offers degrees in Bachelor’s, Master’s and Ph.D. programs. The school boasts excellent field education with multiple work sites and research opportunities in the social work field while offering numerous social work emphases for its students. The school’s new campaign came from a intensive process that included campus wide and school specific surveys, identifying “The MU School of Social work is dedicated to preparing students to enhance the quality of life for individuals and society,” said Leigh Lepper, Director of Research for the school. “By launching Make Tomorrow’s Change Today, we give students a better look into our identity as a program and show the opportunities we can offer them for their future. “ -30-
- 54. Direct Mail • ******direct mail example *******
- 55. Public Relations Events • SummerWelcome Booth • Career Fair Booth • Football Tailgates • Homecoming Parade Partnerships • Total Person Program • Mizzou Alternative Break • Mizzou Tiger Pantry • Ronald McDonald House
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- 57. Social Media Expansion •Promoting student engagement • Educating current and prospective students • Controlling brand image
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- 59. Sponsored Ad Suggested Post Universityof Missouri School of Social W ork Sponsored Like Page Interested in a career where you can make a dif ference in someone’s life? Make Tomorrow’s Change Today Students at the University of Missouri School of Social W ork start impacting their community from the moment they step foot on campus. Click here to find out more information about specific program of ferings and take the first step towards making a dif ference in your community.
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- 68. SEO (Search EngineOptimization)
- 69. Media Plan andBudget
- 70. Media Budget Tier 1:$25,425
- 71. Media Budget: Tier1 • SEO and PPC • Although this could be utilized for a year long budget, you can pay for these tools on a monthly budget. • Avg monthly for SEO $750 • PPC→ $.25 to $500→ Pay per click • Facebook Ads: • $1 a day reaches nearly 4,000 people • Lowest average cost per 1,000 impressions of any advertising platform (averaging around $0.25 per 1,000 impressions), you can easily afford to throw a couple of dollars a day into the advertising mix. • Our Budget: $400/month = $4,800 • By spending nearly $5,000 you can reach Close to 5,000 likes • 500 Link Clicks: $100 weekly within our budget • 1,000,000 Non-Fan Impressions: $30.00
- 72. • Direct Mail’sReach: • Stamp Costs: 49 cents • Mail piece 6x9: 25 cents • Students we are reaching: 3,000 .49x.25x3,000= $2,200 • Brochures/Signage: • Printing Costs • for $180 you can purchase about 150 brochures • Buy in bulk • University costs to have a booth • Spotify: $10 a month to become a member and make Playlist available to students • Digital Ads: • Media Placement Costs • $100 monthly to place in a branded/owned forum like the MUTigers. com Media Budget: Tier 1
- 73. Media Budget Tier 2:$37, 985
- 74. Media Budget: Tier2 • Facebook Ads • Increased engagement by about $1,200 increasing dollar amount spending $500 a month. • Direct Mail’s Reach: • Students we are reaching: 7,000; .49x.25x7,000= $5,180 • Digital Ads: • Media Placement Costs • $100 monthly to place in a branded/owned forum like the MUTigers. com • Increased by about $1,000 for more space
- 75. Media Budget Tier 3:$49, 865
- 76. Media Budget: Tier3 • Spotify Ads: • Based on similar metric as Facebook advertising • Costs minimally $10,000 for production costs • Creating Spotify Ads; digitally & radio spot • Will cost more for Impressions • $.03 for each impression→ • 1,000,000 non fan impressions=$30 • Facebook Ads: • Increased by $1,200 yearly by spending $600 monthly • Direct Mail’s Reach: Students we are reaching: 8,000; .49x.25x8,000= $5,920
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- 80. 7:00am – Thefirst thing Maria does in the morning is check her phone. While scrolling through Facebook Maria sees a post about a social work networking event happening today. 8:10am – While walking to class, Maria listens to Spotify. She hears an ad about Making Tomorrow’s Change Today. A Day in the Life
- 81. A Day inthe Life 1:55pm – After finishing her last class for the day, Maria starts walking home. She notices a flyer about an upcoming MU SSW volunteer event and makes a mental note to visit the website later. 5:55pm – Tired from reading for tomorrow’s discussion, Maria decides to check her Instagram to see what everyone else is doing. She notices some pictures from an Alumni tailgate and likes them. 8:15pm – Later that night Maria starts to Google graduate programs. She remembers about the SSW volunteer poster she saw. She visits the website and sees an article about the MedZou clinic under the news and events tab. After reading about the hands-on opportunities the school provides, she decides to make an appointment with a social work advisor.
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- 83. The MU Schoolof Social Work will prepare students to be influential leaders in the field and in their community. Conclusion
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