Primitivo Public Relations (Fall 2017) PR proposal presentation of the rebrand of the Sonoma State student-run media outlet, Studio Blue

1. Studio Blue Rebranding
Hannah Michael, Jen Zuazo, Katelyn Foley, Amanda Buth

2. Defining the Problem

3. The Problem Statement
Lacking awareness
Falling short with subscribers, followers
Previous SSUTV
Underdeveloped
Reestablishment
Rebranding presenting opportunity to expand to different mediums
Reflecting their values

4. Situational Analysis
Strengths
Outlet content (News, Live, Short Film, Clikreel)
Widespread audience
Enhance team members understanding media marketing strategy
Video editing and content creation
Challenges
Reach desired audience multiple outlet platforms

5. Planning and Programming

6. Program Goal Statement
Fall 2016: time for building and development of their
content and brand
Set base to their brand and marketing strategy to draw
target public (SSU students) end of Spring 2017
Social Media Strategies
Web Design

7. Objectives
Goal: Build the program's presence on campus in order to
increase awareness
Quantifiable and achievable goal: Studio Blue Youtube
channel to surpass 100 subscribers

8. Action Strategy and Tactics
Most marketing would be placed on social media, since
target audience is SSU students.
Student population is actively engaged on social media
networks
Garnering a following would require quality content posted
on a weekly basis

9. Taking Action and
Communicating

10. Coordinating Action and Communication
Meeting with Studio Blue team to present brand proposal
Draft social media calendars for all accounts
Come up with the desired “image” Studio Blue wants to attain
Design the website with Studio Blue’s desired format and content
Implement a social media marketing plan (LoboVision and digital
signage)

11. Program Implementation Plans
Review the proposal in its’ entirety and come up with questions
Evaluate the action plan and decide what plans are going to be
used in the upcoming semester
Evaluate timeline and use in conjunction with social media
marketing plan

12. Timeline
Month Plan
December Review proposal, contact Primitivo with any questions and develop appropriate strategy for Studio Blue
rebranding
January Revamp all social media sites in preparation for social media schedule and strategy. Also designate team
member to run social media.
*Submit Lobovision/digital signage graphic
February Enact social media strategy
*Submit Lobovision/digital signage graphic
March Continue social media strategy
*Submit Lobovision/digital signage graphic
April Continue social media strategy
*Submit Lobovision/digital signage graphic
May Evaluate rebrand and develop plan of action for Fall semester
*Submit Lobovision/digital signage graphic

13. Evaluation

14. Evaluation Plans
Quantifiable evaluation done through platform analytics
End of semester plan, assemble summary in change of analytics from January 2017 to May
2017
Evaluating subscriber count, number of people reached, number of people engaging, etc…
Qualitative evaluation on brand campaign
Student surveys
Perceived reaction from audience

15. Feedback and Adjustment
Following evaluation, determine adjustment
Meet in a committee to go over evaluation results
Aim to complete feedback by May 2017
Develop adjustment plan to rebrand prior to August 2017
Adjust based on evaluation results (e.g. reaching larger base around Lobovision ads,
increase amount of Lobovision ads)
Roll out changes in Fall of 2017

16. Positives, Negatives and
Learnings

17. Positives
Client was enthusiastic about rebrand
Brought great ideas to the table
Presented a feasible challenge
Working with students, understanding busy schedules
Open minded about concepts

18. Negatives
Lack of communication
Difficulty setting up meeting
Did not give feedback
Did not give opportunity to use our ideas on their platforms and promotions

19. What We Learned
Dynamics of working with a client
Team work
Bringing different skills to the table and implementing them
Long term time management
Logistics behind rebranding
Proposal writing

20. Brand Identity Development

21. Brand Basis
Mission: As a media outlet in the Sonoma State Communications Department,
Studio Blue is committed to showcasing its network of student talent in video
production, broadcasting and film making. We are a multi-faceted organization,
providing a space for Communications students to explore their passion in digital
and telecommunications.
Values: Creativity, individuality, professionalism, involvement, career-
preparedness

22. Brand Basis continued...
Long Term Goals:
Campus brand awareness
Greater engagement with videos
Short Term Goals:
100 subscribers on YouTube before end of semester
Established branding plan prior to Cinenoma (mid-spring semester)

23. Brand Identity
Tagline options:
“Putting voice to vision”
“Putting our vision to your voice”
“We are what you’ve been looking for”