1. Elizabeth Raby
JECKS PR
eer1207@live.unc.edu
(704) 918-0520
PUBLIC RELATIONS PLAN– UNC VISITORS’CENTER
04/26/16
Situation Analysis:
The UNC Visitors’ Center seeks to serve diverse audiences including general visitors,
educators, graduate students, the surrounding Chapel Hill community and the campus
community. The Visitors’ Center offers programming tailored to meet the specific needs
of each visiting and residing demographic with programs created to fulfill the Visitors’
Center’s strategic objectives for each target group. The Center, however, is
underutilized by the community it aims to serve. The Center is largely unknown by the
campus community and is not publicized on social media. Because of the nature of the
Visitors’ Center’s role in orienting and guiding visitors on campus, there is a natural
opportunity for a meaningful social media presence.
PR Campaign Objective: To be better known and recognized by the majority of the
surrounding community and increase the level of implementation of Visitors’ Center
resources in and around Chapel Hill.
Target Audiences:
1. Undergraduate students
2. Graduate students
3. UNC faculty and staff
Goals:
1. To have 500 Instagram followers by the start of the 2016 fall semester.
2. To increase awareness of the UNC Visitors’ Center by 20% among
undergraduate students by the end of the 2016 fall semester.
3. To increase attendance of the Priceless Gem tour series by 15% in the fall
semester.
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2. PUBLIC RELATIONS PLAN/Page 2
PR Strategy:
1. Engaging Content: By posting engaging and aesthetically pleasing campus photos
to social media, the Center can accumulate followers and increase awareness about its
on-campus presence.
2. Early Introduction: Integrate the Center into student life by introducing its existence
and location early in the college experience. Every student should have the knowledge
to direct a visitor to the Visitors’ Center.
3. Community Involvement: Through strategic partnerships with local businesses and
organizations, the Center can bring attention and recognition to the history and
traditions of Chapel Hill and create a direct link between the community and the
university.
Tactics:
1. Instagram: The Center has the opportunity to endorse its tours and services through
Instagram captions and engagement. The Center has a natural place on the medium,
given its position as a source of information and introduction to the university
community.
2. Freshman and Transfer Orientations: Request that the Visitors’ Center be
introduced to students during orientation activities and be featured prominently on
reference materials disseminated throughout the week.
3. Updated Power Point Presentation: create a new Power Point presentation and
correlating script about the First Look program for the Visitors’ Center to use in
presentations
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