elise runberg. client: msum planetarium primary focus: attracting more people to the planetarium...

Planetarium Elise Runberg

Client: MSUM Planetarium Primary Focus: Attracting more people to

the planetarium and showcasing opportunities.

Target audience: College students 18-24 and Professors/faculty and sponsors.

Research: Secondary-Previous surveys. Primary- We conducted a survey.

Executive Summary

Public Relations- Market the Planetarium to be more appealing to everyone.

Campaign Goals- Get more people coming to the planetarium.

Creative Strategies- Placement of billboards electronically and physically to target college students. Print ad and radio ad targeting faculty and adults.

Executive Summary(cont.)

After our secondary research we learned that not many students knew about the planetarium.

For our primary research we conducted our survey with MSUM students. We learned that ___ % of students have never attended an event at the planetarium.

We decided to implement social media into our campaign to reach out to a broader demographic.

Situation Analysis

Strengths: Great place to get tutoring help with your

school work. Only domed projection facility in the area. Convenient location Decent amount of likes on Facebook.

Weaknesses Not well know and events have low attendance The potential of the facility is not recognized.

SWOT Analysis

Opportunities: There are many opportunities with tutoring

and education in the planetarium. There are many opportunities to improve the

social media aspects.

Threats There are several competitors in the ares

such as the MSUM Library the Moorhead Public Library, the Fargo Public Library, and the CMU on MSUM.

Swot Analysis(cont.)

Chart for Facebook Page

Objectives: Our objectives for research were to utilize the existing secondary research to get a foundation of knowledge about the planetarium and then conduct our own survey to fill in the gaps of the information gathered.

Primary Research: We Conducted a survey to MSUM students.

Survey questions: SHOULD WE WRITE THEM?

Research Plan

Secondary Research

Research Findings

Research Plan(cont)

Primary Audience: Our primary audience was college students 18-24 with an desire to learn and better their themselves.

Secondary Audience: Our secondary audience was faculty and adults 25-65 who are interested in helping students who may be struggling.

Target Audience

Marketing: Promote the services offered at the planetarium and make them more desirable.

Advertising: Make planetarium’s ads more eye catching and grab attention of public.

Positioning Statement: Make the planetarium your number one location to get help with your schoolwork and better your education.

Campaign Goals

Billboard Ads

Print Ad

Radio Ad

Round out your education at the Planetutorum.

Slogan and Logo

Goals: Create a better reputation and bigger knowledge base of the planetarium with the public.

Strategies: Give away prizes and hold contests that engage the public to keep them excited and interested.

Tactics: Send out a press release to department heads asking them to give extra credit to students for attending the planetarium.

Public Relations

Paid Media: Our radio ad which will be played on local radio stations, our print ad which will be in the advocate and local magazines, and finally our billboard which will be displayed electronically on MSUM campus and along I29n/s and I94e/w

Owned Media: ?????

Earned Media: ?????

Budget: ???????

Media Mix

Campaign Timeline

Questions?