Here, I lay out a marketing plan for the University of Washington Department of Communication. This plan zeroes in on changes that can be made within the physical building and enhancements that can be made in the social media realm in order to reinforce the perception of community among UWComm's primary audience: students.

1. Connecting our COMMunity
Amanda Ma
Laura Zuber
Linda Jacobson
March14, 2013

2. CLIENT OVERVIEW
e UW Department of Communication has a lot to be proud of:
• Student population: 1,021 registered undergraduate and graduate students
• Diversity: Nearly half of all majors are students of color
• NRC Assessment:
• #2 in fully-integrated communication programs
• High “impact score” of 5, of ten institutions with the most publications
in the NRC database
• Scholarships: Over $100k awarded annually
• Alumni integration: Educational and outreach activities
• Events & Opportunities: Many advantages for students
• Faculty recognition: National and international accolades

3. Unfortunately, the majority of people who visit
the Communications Building are unaware of
these highlights and accomplishments,
which is a big shame.
UWComm is committing a disservice against
itself by not promoting these things in the place
where relationships - among students, alumni,
and faculty - and the reputation of UWComm
are built and maintained: within the confines of
the brick and mortar building.

4. THAT VISCERAL CONNECTION
When one enters some of the buildings on
the UW campus, they know exactly where
they are because that building and the
physical details inside communicate what’s
important to that department, and what it
has to offer to each visitor.
• Alumni: Individuals’ careers and donor
contributions
• Students: Quality work and helpful
materials
• Room to hang out
• General signage

5. BUT HOW DO WE ACCOMPLISH THIS WITHIN UWCOMM?
UWComm has the opportunity to practice what it teaches.
rough traditional branding techniques in the physical space of
the building and digital engagement techniques through our
owned social properties, we'll reinforce the perception that the
Department of Communication has a lot to offer its students,
alumni and prospective students.
Marketing objectives:
• Promote departmental events and opportunities
• Build students’ sense of COMMunity
• Employ low-cost, high-yield marketing strategies with
an emphasis on digital

6. ENVIRONMENTAL SCAN
Comparisons research: UW campus
• Mary Gates Hall: Rhodes Scholars
• Business & Law: Donor displays
• Student input & helpful materials
• Common areas
• General signage

7. FIVE C’S
UWComm,
David Domke Competitors Customers Collaborators Climate
Education, place UW Career Over 1000 Faculty Competition for
to grow Center students, and social and
growing Alumni career events
Well-respected Graduate interest in the
School department Students & UWComm
Tech use, but student clubs needs facelift &
room for growth Want to see (AWC, PRSSA) provide
more tech as information in
Research part of Grad student more rich way
culture education TA’s
Goal: Increase Partners
awareness

8. Limited financial resources
Strong reputation Small staff
Global recognition for academic
Lack of response to survey
excellence Lack of time, resources, or
Large number of undergrads
incentive
Captive audience Faculty resistant to social media
SWOT
Constant growth & faculty
expansion Random content that distracts
Co-branding w/corporate partners Competing communications for
Mentor programs student attention
Internships
Ability to target pool of existing
students

9. TARGET AUDIENCE
• Undergraduate Students
• Graduate Students
Size of Segments
PhD Undergraduates MCDM Master of Arts
1% 3%
13%
83%

10. PERSONAS
Digital Diane
• Loves to shop at the mall (54.9% vs 45.1%)
• More likely to own a credit card (53% vs 47%)
• More likely to own an investment (57% to 43%)
• More likely to visit websites while watching TV
Techie Trent
• Trails Digital Diane in educational achievement
(28% vs 36%)
• More likely to live at home
• Has more earning power
(aggregate income $525,757 mil vs $399,105 mil)
• More likely to shop for home electronics
(63.7% vs 36.3%)
http://blog.getsatisfaction.com/2010/10/18/why-does-gen-y-buy/

11. STUDENT SURVEY
Social media & UWComm visibility
Incentives = Results
• Most frequent social media: FB (63%), then YouTube, Twitter, LinkedIn
• Laptops, 45%; mobile phones, 42%
• iPhone: 69%
• UWComm social media: 74% of respondents
• Mostly via Facebook (76%) and Twitter (37%)
• UWComm visibility:
• Social media: 38% on a weekly basis
• Traditional media: 39% rarely
• Word of mouth/Email: 36% on a weekly basis
• 76% would be interested in a UWComm mobile app

12. General Social Media Usage: Highest Frequency
Facebook YouTube Twitter LinkedIn
3%
15%
19%
63%

13. UWComm Social Media Interaction
80
70
60
Percentage of users
50
40
30
20
10
0
Facebook Twitter LinkedIn YouTube Blog
UWComm Social Media
76 37 20 5 20
Interaction

14. MESSAGE THEME
• Connecting our COMMunity
• Appeals: Humor & Emotion

15. ACTION PLAN
P1: Spring ’13 – Summer ‘13
• Social media P2: Summer ’13 – Fall ‘13
expansion research
• Communication • Social media P3: Winter ’14 – Spring ‘14
expansion expansion
launched • Launch of app
discussions • Comm expansion
• Brainstorm • Communication
additions made complete
physical space • Designs in
designs • Physical space
facelift begins physical space
• Poster series complete
timeline • Poster series
timeline: begin • Follow-up survey
printing released. Results of
improvements
studied.

16. PHASE 1: SPRING ’13 – SUMMER ‘13
Decision-making & execution of smaller details:
• Social media: Following increased. YouTube content and
advertising of presence increased. Social media scavenger hunt
brainstorm. Analytics enacted. Mobile app researched.
• Communication expansion: Tailored emails brought to
student audience. Staff trained in Convio. Faculty/staff adding
to event calendar monthly.
• Physical space: Hallway paint, benches, identification &
directional signs, electronic directory discussed.
• Art: UW School of Art loans and commissioned art discussed.
• Signage: Poster series developed (digital and traditional).
Alumni & donor showcases discussed.

17. PHASE 2: SUMMER ’13 – FALL ‘13
Implementation of plans:
• Social media: Scavenger hunt planned. App creator chosen.
• Communication expansion: Staff using Convio for student
emails. Calendar updates regular.
• Physical space: Projects and installations begin.
• Art: Installations begin.
• Signage: Poster series in motion for printing and installations
(digital and traditional). Alumni and donor installations in design
process.

18. PHASE 3: WINTER ’14 – SPRING ‘14
Completion of projects:
• Social media: App ready for launch.
• Communication expansion: Staff using Convio for student
emails. Calendar updates regular.
• Physical space & Art: Projects and installations complete.
• Signage: Poster series set. Alumni and donor installations begin,
Summer ‘14.

19. BUDGET
Marketing Expenditures Cost
Estimate
Increased Signage and installments $40k-$58k
(digital, traditional)
iPhone App Development $8k-$20,000
Hallway Furnishings (1st floor only) $3,200-
$17,600
Hallway paint job (1st floor only) $20,000
Total Cost Estimate* $76k-$125k
*For full cost breakdown, see accompanying document.

20. SUCCESS METRICS
Current social media numbers:
FB, 953 likes
Social media (met by end of Fall, 2013)
Twitter, 2965 followers
FB:
LinkedIn, 1209 members
• 5% post increase
YouTube, 7 subscribers
• 5% fan increase
Mobile App • 3% increase in likes
• 40 new users by end of 2014 • 15% use Social Sign-in
• 3% use to “check in” at events
• 5% start one chat Twitter:
• 15% use Social Sign-in • 3% retweets increase
• 3% @replies increase
General (met by end of Fall, 2013) • 3% followers increase
• 50% increase in event
participation LinkedIn:
• 5% increase in Convio click- • 3% membership increase
throughs
• At least 10 students use signage YouTube
QR codes • 25% channel views increase

21. ank you
SOURCES
• 1: Data-Based Assessment of Research-Doctorate Programs in the United
States, e National Acadamies Press, http://www.nap.edu/rdp/ cited by
Amanda Weber, Department News, October 5, 2010.
• 2: Packaged Facts, Millennials in the U.S., April 2012
• 3: Infographic: Why Does Gen Y Buy? Azita M, October, 18, 2010, http://
blog.getsatisfaction.com/2010/10/18/why-does-gen-y-buy/?view=socialstudies