2011-2012 marketing commission strategic plan · [mission statement] ... future committee chairs...

[MISSION STATEMENT]

The Marketing Commission of the Arts and Science Undergraduate Society exists to increase student awareness of their faculty society, and thereby inform them of the many opportunities for student involvement available within ASUS. The Marketing Commission strives to provide a diverse field of opportunities for learning and the acquisition of experience in the areas of marketing, photography, print and digital publication, graphic design, sponsorship, and event planning. Finally, the Marketing Commission offers its services and guidance to the entire array of student organizations within ASUS, to help raise awareness, support, and interest for their various causes and initiatives undertaken by our volunteers.

[VISION STATEMENT]

The Marketing Commission of the Arts and Science Undergraduate Society will increase student awareness of society activities and opportunities through unique and creative marketing feats. We will help to foster a strong, united and proud ASUS to enhance the university experience for Arts & Science students. By providing exclusive opportunities for ArtSci students, we hope to create a stronger sense of pride within the faculty. We hope to implement a student discount card for our students by the end of the winter term, providing discounts to local and on campus retailers. The Marketing Commission seeks to develop and grow traditions for ArtSci students so their relationship with the Society is a lasting a meaningful one. We will do this through strong communication between the commissions and the expression of a unified voice, allowing ASUS as a whole to appear to students as professional, reliable and quintessential part of their Queen’s experience.

[YEAR OPERATING STATEMENT]

The Marketing Commission will achieve its vision for the 2011/2012 academic year with the assistance of each of the four committees. These include – Promotions, Sponsorship, Graphic Design and Photography. Each Committee will be available to help research, plan, market, fund and run all events within ASUS. The constant communication between the ASUS Commissions, as well as within this Commission, is vital to the unified image ASUS intends to present. A continual and impactful presence throughout the year will be the aim of the Commission, to ensure that ASUS is a part of the ArtSci experience. A strong and recognizable visual identity, planned promotional events, monthly newsletter releases, monthly full-page updates in widely-read campus publications, and visual records of all ASUS events are tools the Marketing Commission will use to accomplish its goals.

[STUDENT SERVICE STATEMENT]

The Marketing Commission will serve Arts & Science students by remaining in constant communication, both directly and indirectly, through our website, Facebook, Twitter, poster and advertisement media outlets. The Commission will run promotional events and activities to promote student involvement within ASUS and intra-faculty relations. We will offer opportunities for student involvement, learning and growth in all areas pertaining to the field of marketing. We hope to serve students by promoting all the resources ASUS offers, as well as helping students market themselves in a professional and competitive manner.

[HUMAN RESOURCES MANAGEMENT STATEMENT]

The Marketing Commission will strive to create an atmosphere of inclusion, acceptance and positivity in all its aspects. We will create a positive working and learning environment for all involved, and offer one another respect, support and constructive criticism to aid in the growth of the Commission through the growth of the members of which it is comprised. We will offer the resources and training of the Equity Office to our volunteers and supporters to help foster this environment. Furthermore, we will ensure that all of our graphics, advertisements, and events are inclusive to all Arts & Science students. We will also work to certify that all of our corporate sponsors and associated companies uphold the same values of anti-oppression that we strive for. We will aim to promote enthusiasm for ASUS, dedication to the goals of the society, respect and sensitivity for the opinions and needs of others, teamwork between and within committees and commissions, accountability and constant and meaningful communication.

[S ITUATION ANALYSIS SUMMARY]

The ASUS Marketing Commission has been very successful in recent years, and will only continue to grow as a valuable resource to the Society in general. Offering an array of services to the Society, the Marketing Commission has excellent potential for further growth and development. In order to increase its value to the Society, we will focus on allowing as much creative freedom as possible to our volunteers to help initiate this growth. By developing strategies, standard procedures and informational material, future Committee Chairs will be able to learn from their predecessors to prevent any threats or weaknesses from reoccurring. The Commission as a whole will work to utilize its strengths, address any inherent weaknesses, take advantage of opportunities as they arise, and appropriately manage external threats to the Commission’s success.

[GRAPHIC DESIGN SWOT ANALYSIS]

STRENGTHS

o Committee Chairs have experience and passion for design o Knowledgeable in both Photoshop/Illustrator software o Sufficiently sized committee to handle extra work and meet tight

deadlines o Able to uphold past visual identity standards (previous design styles) o Diverse committee will encourage fresh and distinct work to ASUS

WEAKNESSES

o Differing levels of competency amongst Committee Members with tools of design

o Varying personal styles reduce unity in ASUS visual standards o Providing design software is costly, forcing members to find it themselves o Dependence on other ASUS Committees to provide appropriate

deadlines will reduce the ability to provide professional designs in a timely manner

OPPORTUNITIES

o Able to strengthen ASUS brand recognition among the student body o Many types of media outlets to design for (print, web, etc.) o Able to develop new advertising tactics as print media becomes dated

THREATS

o Campus saturated with other student and society produced graphics o ASUS Committees produce their own graphics that do not fit standards o Print media is losing effectiveness and appeal to students

[PHOTOGRAPHY SWOT ANALYSIS]

STRENGTHS

o Committee has strong year vision o Provide visual record of ASUS events o Provide photo stock for the Commission to be used in ASUS graphics o Large Committee increases ability to cover events o Members are able to provide their own photograph equipment

WEAKNESSES

o Limited ASUS equipment reduces Committee legitimacy o Equipment is expensive, mishandling or loss of it can be detrimental o Requires a minimum level of skill, new applicants need training

OPPORTUNITIES

o Diverse range of media outlets to showcase photographs o Website, Facebook, Twitter, QJ ads, posters, ASUS Core, etc.

o Able to increase Committee awareness among student events o Chance to use photographs to help people understand ASUS

THREATS

o Many societies and organizations on campus are already documenting events with a higher standard of professionalism

o Not a highly visible or recognized committee; can lead to discouragement

[PROMOTIONS SWOT ANALYSIS]

STRENGHTS

o Committee is comprised of a diverse group of passionate members o Important resource for the Society in planning high quality events o Helps students better understand ASUS by planning hands on events o Large Committee will increase the scope of possible projects

WEAKNESSES

o Requested assistance leaves Committee short time-frame to plan o Not a highly visible or recognized committee; many ASUS groups take it

upon themselves to plan and organize their events o Restricted budget prevents significant ideas from becoming a reality

OPPORTUNITIES

o Able to showcase the many opportunities available to students at ASUS o Opportunity to create lasting Queen’s/ASUS traditions o Can work alongside other Marketing Commission Committees when

planning promotional events and campaigns; promote creativity

THREATS

o Heavy competition; many campus events take place on a weekly basis o New traditions are hard to implement as students resist change to current

QueensU traditions and practices o Event success is extremely volatile; much effort can go into planning an

event without knowing exact attendance numbers

[SPONSORSHIP SWOT ANALYSIS]

STRENGHTS

o Can build on experiences from last year; knowledgeable Chairs o Able to work with numerous ASUS groups, building strong relationships

with an array of companies and organizations o Effective resource for increasing ASUS funding and financial support o Helps bring other resources to students that ASUS alone cannot provide

WEAKNESSES

o Currently involved with only one stable business relationship o Sponsorship Package requires numerous updates; new goals o Smaller Committee size increases the time it takes to research, pitch and

secure lasting corporate relationships

OPPORTUNITIES

o Many Kingston businesses remain untapped for sponsorship purposes o Able to grow the Committee in size and scope; set precedent for future

years by formalizing Sponsorship Package o Able to work on unique projects under the Marketing Commissions goals

THREATS

o Competition with other student organizations in search of sponsorship o Minimal experience with past partnerships; can create skepticism among

new companies that are being pursued as sponsors o Success of events/projects can be vulnerable to the stability of

relationships with our sponsors, partners and future prospects

[OBJECTIVES, GOALS & STRATEGIES ANALYSIS]

OBJECTIVE GOAL STRATEGY

1. Increase student awareness about the numerous events, opportunities and experiences within ASUS

1.1 Increase number of applicants to all Commissions and Committees within ASUS

a. Heavy marketing during and shortly after Frosh Week

b. Have a strong and professional presence on campus

c. Push ASUS opportunities on all of our media outlets

1.2 Grow, refine and solidify ASUS visual identity

a. Instruct Graphic Design staff in principles of design and ASUS visual identity standards

b. Ensure all ASUS visual material is produced through the Marketing Commission

c. Introduce visual

standards into ASUS Policy to ensure unity in future years

1.3 Market to students through diverse marketing channels

a. Make use of social media channels; Facebook/Twitter to market the society

b. Engage in face-to-face promotions such campus events

c. Devise and run

creative promotional events

d. Promote ASUS website,

Facebook to gain viewership

e. Release monthly QJ

ads and create interactive event posters


2. Provide opportunities for education to students in the field of marketing to Arts & Science students to enhance their university experience

2.1 Ensure the

establishment and progress of each of the four Marketing Committees

a. Meet with each pair of Committee Chairs on a regular basis throughout the year to establish expectations and maintain communication

b. Ensure sufficient creative

freedom to encourage growth

c. Be available for meetings

and advice as much as possible

2.2 Grow the portfolios of each Committee to increase volunteer opportunities

a. Assist in brainstorming new committee initiatives to foster development

b. Meet with Chairs to

discuss possibilities; offer suggestions for growth and expansion

c. Communicate the

expectation of the Commission, set deadlines for proposals and projects

2.3 Provide review sessions on past events and projects to uncover areas of improvement

a. Ensure that Chairs are able to come discuss their past projects to get advice on enhancements

b. Host educational sessions

for Chairs to help them grow and develop in their field


3. Provide quality-marketing services for all ASUS organizations, affiliates and subsidiaries – Commissions, Committees, DSCs, etc.

3.1 Increase

awareness of the Marketing Commission and its services within all ASUS groups

a. Encourage administrators of ASUS groups to inform their teams about ASUS marketing services

b. Advertise the Marketing

Commission within the core by showcasing past work

c. Send out emails to ASUS

Chairs and Committee Members informing them of the ASUS Marketing services

3.2 Streamline and increase communication between the Marketing Commission and other ASUS groups

a. Promote the tools of communication available within ASUS to increase efficiency of requests

b. Respond to emails and

requests within 24hrs to ensure sufficient time is receive to complete projects


4. Increase Faculty pride and spirit by introducing exclusive services and events to Arts & Science students

4.1 Implement new

services within ASUS that are exclusive to Arts & Science Students

a. Encourage Faculty unity and pride through ArtSci exclusive services

b. Introduce ASUS Student

Discount Cards to benefit both ArtSci students and local businesses

4.2 Increase faculty pride and spirit through exclusive events and promotions

a. Host exclusive promotional events for ArtSci students to help build a stronger sense of pride within the Faculty

b. Increase the Arts & Science presence on campus through murals, display cases and other forms of recognition

[ IMPLEMENTATION ANALYSIS]

REF. NUMBER STRATEGY ACTION PLAN TIMELINE

1.1.a

Heavy marketing during and shortly after Frosh Week

• Council present at most if not all Frosh Week events

• ASUS informational/promotional/recruitment booth at Queen’s in the Park, Sidewalk Sale and Tour of the Town

• Informational booths at Frosh BBQ • Heavy Facebook/Twitter presence to

increase student awareness • Distribution of ASUS t-shirts, sunglasses,

Frisbees, beach balls, magnets, pens, pamphlets, rave cards

• Daily picture updates on the Facebook page

EARLY SEPTEMBER

1.1.b

Have a strong and professional presence on

campus

• Increase amount of professional promotional material to prevent grassroots marketing

• ASUS uniforms (black polo shirts, red t-shirts, hoodies, etc.) will help students identity the Society and its representatives

• Mobile canopy tent to increase student awareness of the Society at events

• Mark all graphics with ASUS visuals to identify the Society

SEPTEMBER - APRIL

1.1.c Push ASUS

opportunities on all of our media

outlets

• Use the Facebook Page as our primary medium to draw students back to our website

• Website will be a resource for students looking to contact us, download forms, research budgets, etc.

• Twitter will be used as a “live-feed” update platform during various ASUS events on campus

• Queen’s Journal prints monthly full page colour ASUS ads, updating students on upcoming dates and services

SEPTEMBER - APRIL

1.2.a

Instruct Graphic Design staff in principles of

design and ASUS visual identity

standards

• Host a training workshop for the Graphic Design Committee on the principles of good design, basic software skills, and on the ASUS visual identity standards that must be followed on each project

END OF OCTOBER

1.2.b

Ensure all ASUS visual material is

produced through the Marketing Commission

• Ensure that all Commissions, Committees and other ASUS groups know of the services offered by the Marketing Commission

• Use the ASUS Core as a place to showcase the talent of the Graphic Design and Photography Committees

• Communicate the importance of maintaining a visual identity within the Society

SEPTEMBER - NOVEMBER

1.2.c

Introduce visual standards into ASUS Policy to ensure unity in

future years

• Work with the Internal Affairs Commission to bring ASUS visual standards into ASUS Policy to ensure the same levels of distinction are being upheld in future years

NOVEMBER - DECEMBER

1.3.a

Make use of social media channels; Facebook/Twitter

to market the society

• Create Official ASUS Facebook Page • Update Twitter account to reflect

professional identity • Ensure regular updates are made on

both accounts to encourage viewership

• Use our media outlets to run promotional events such as contests and competitions

AUGUST, SEPTEMBER - APRIL

1.3.b

Engage in face-to-face promotions

such campus events

• Ensure Commissioners and Chairs are at as many events as possible to answer student questions and concerns on a personal, face-to-face level

SEPTEMBER - APRIL

1.3.c

Devise and run creative

promotional events

• Run Frosh BBQ, and other events during Frosh Week to promote the Society

• Run regular events on our Facebook Page to increase viewership

• Invite known celebrities to join us on campus to support a cause

SEPTEMBER, SEPTEMBER - APRIL

1.3.d

Promote ASUS website,

Facebook to gain viewership

• Promote our online media outlets through rave cards, ads, QJ ads, Listserv and word of mouth

• Incorporate our website on majority of designs and promotional items we produce

• Direct students to website if they have questions

SEPTEMBER - APRIL

1.3.e Release monthly

QJ ads and create interactive

event posters

• Build a strong relationship with the Queen’s Journal

• Purchase monthly full colour ads to promote important dates, events, etc.

• Increase effectiveness of print media by incorporating QR codes using OOHLALA - an iPhone, Blackberry and Android application

SEPTEMBER - APRIL

2.1.a

Meet with each pair of Committee

Chairs on a regular basis

throughout the year to establish

expectations and maintain

communication

• Meet with Committee Chairs to outline the Commissions expectations

• Remain in constant email communication to keep both parties updated

OCTOBER, SEPTEMBER - APRIL

2.1.b

Ensure sufficient creative freedom

to encourage growth

• Promote creativity and growth by allowing Committee Chairs as much creative freedom as possible

• Follow their progress to ensure productivity is maintained

SEPTEMBER - APRIL

2.1.c Be available for meetings and

advice as much as possible

• Ensure availability during office hours is upheld to meet with anyone who needs help

• Reply to emails as soon as possible by having all emails delivered to my personal smartphone

• Flexible meeting times, weekends, outside of office hours, etc.

SEPTEMBER - APRIL

2.2.a

Assist in brainstorming new

committee initiatives to foster

development

• Meet with Committees and help establish ideas for potential Commission/Committee growth

SEPTEMBER - APRIL

2.2.b

Meet with Chairs to discuss

possibilities; offer suggestions for

growth and expansion

• Meet with Chairs to ensure their Committees are functioning efficiently

• Help encourage their ideas and offer suggestions for growth and expansion

SEPTEMBER - APRIL

2.2.c

Communicate the expectation of the

Commission, set deadlines for

proposals and projects

• Ensure that sufficient time is given in order to complete projects

• Outline their expectations and responsibilities

• Ensure Chairs understand what is to be expected of the Commission itself

OCTOBER, SEPTEMBER - APRIL

2.3.a

Ensure that Chairs are able to come discuss their past projects to get

advice on enhancements

• Encourage Chairs to meet after an event or project has been completed to discuss potential for growth

• Discuss how to implement new ideas in the future to increase development and growth

SEPTEMBER - APRIL

2.3.b Host educational sessions for Chairs to help them grow

and develop in their field

• Focus on hosting bi-monthly sessions for Chairs/Committees to help them grow and develop in their respective fields

OCTOBER, DECEMBER, JANUARY, MARCH,

3.1.a

Encourage administrators of ASUS groups to

inform their teams about ASUS

marketing services

• Speak to Commissioners about what the Marketing Commission can offer to them and their Committees

• Have Commissioners inform their Chairs about the services provided

SEPTEMBER - OCTOBER

3.1.b

Advertise the Marketing

Commission within the core by

showcasing past work

• Promote the services of the Marketing Commission by using the Core to showcase talent

• Create and display large posters to promote Graphic Design

• Have the Photography Committee frame highlight pictures from a variety of events and hang them to be admired

SEPTEMBER – OCTOBER, SEPTEMBER - APRIL

3.1.c

Send out emails to ASUS Chairs and

Committee Members

informing them of the ASUS

Marketing services

• Send informational email to ASUS groups about the services of the Marketing Commission

SEPTEMBER - OCTOBER

3.2.a

Promote the tools of communication

available within ASUS to increase

efficiency of requests

• Promote the different request forms available online for Graphic Design and Photography assistance

• Tell Commissioners that their Committees should be using these forms

SEPTEMBER - OCTOBER

3.2.b

Respond to emails and requests within 24hrs to

ensure sufficient time is receive to

complete projects

• Maximize production time by responding to all emails and requests within 24hrs of receiving them

SEPTEMBER - OCTOBER

4.1.a

Encourage Faculty unity and pride through ArtSci

exclusive services

• Implement exclusive services available to Arts & Science students to promote Faculty pride and Spirit

• ASUS Student Discount Card • Student business card service

SEPTEMBER - OCTOBER

4.1.b

Introduce ASUS Student Discount Cards to benefit

both ArtSci students and local

businesses

• Research the idea of an ASUS Student Discount Card

• Find local retailers interested in creating a partnership

• Produce cards, give all first year ArtSci students a card in their bag

OCTOBER, NOVEMBER – JANUARY, FEBRUARY - MARCH

4.2.a

Host exclusive promotional

events for ArtSci students to help build a stronger sense of pride

within the Faculty

• Brainstorm ideas and ways of hosting exclusive ArtSci events during the year to create stronger student pride and spirit

SEPTEMBER - DECEMBER

4.2.b

Increase the Arts & Science presence

on campus through murals,

display cases and other forms of

recognition

• Take advantage of space in the Queen’s Centre to promote Arts & Science opportunities (mural)

• Rent display cases in BioSci and Mac-Corry to showcase ASUS services

NOVEMBER, SEPTEMBER - APRIL

2011-2012 marketing commission strategic plan · [mission statement] ... future committee chairs...

Documents