campaign book
TRANSCRIPT
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Agency Open House
Jazmin Gutierrez (AE)Rachel AllenMaya Clark
PRactical ADvantage Communications
and PR Speaker Panel
Presented on May 14, 2015
CAMPAIGN BOOK
Event Date: April 23, 2015
COMM WEEK• COMM Week established 1978• Thousands of speakers with diverse backgrounds• Student Task Force Team and a PRactical ADvantage Communications
PRACTICAL ADVANTAGE COMMUNICATIONS• Student-run advertising, entertainment management, and public relations • Developed in 2011 • Students earn credit for their capstone course • Hands-on experience in a real-world setting, • Campaigns, events, and/or public relations activities for
• Local businesses • Non-profit organizations,• Student programs and organizations at CSUF.
BACKGROUND
“Gain The Experience You Need Before You Graduate”
THEME, KEY AUDIENCE, & MESSAGE
The event stressed the importance of:• Getting your foot in the door• Go out of your comfort zone• Encourage student involvement
• Students enrolled at CSUF • Faculty members of CSUF
TARGET AUDIENCE KEY MESSAGE
Strengths • Valuable insight from experienced professionals • Discussion with PR professionals• Spotlight on public relations• Good relation with COMM Week
Weaknesses• Last year’s attendance • Only in it’s second year• Non-PR Majors• Two separate campuses• Annexed from COMM Week events• Broadcast at Fullerton campus
INTERNAL ANALYSIS
SWOT ANALYSIS
EXTERNAL ANALYSIS
Opportunities• Social Media• CSUF clubs and organizations • relationships with professionals • extra credit opportunities for students• Alternative class session
Threats• Two locations • “Commuter” campus • Newport Beach Film Festival
GOALS• Promote awareness about the PR industry for Cal State Fullerton students• Gain attendance and awareness to the PRactical ADvantage Communications
Agency.
GOALS & OBJECTIVES
OBJECTIVES• Obtain an audience of at least 50 people (increase last year’s attendance by
500%)• Generate social media awareness and participation• Invite PRSSA and Lambda Pi Eta
STRATEGY• Utilized students from public relations classes as possible attendees of the
event• Made use of numerous on-campus resources• Joined the COMM Week team and PRactical ADvantage team in regards to
tabling and other promotional efforts
STRATEGY, TACTICS, & TOOLS
TACTICS• Social Media: Facebook and Twitter were primarily used to promote• TV/Radio: Appearances on OC News and PSAs via Titan Radio• Print: Reprographics and flyers• Tabling: Joint efforts with PRAD and COMM Week teams
TACTICS• Press Releases & Pitches• Invitations
PromotionPromoted on Titan Radio, the PRactical ADvantage social media, the Comm Week social media, and it was even mentioned on the CSUF Official Instagram account.
SpeakersAll speakers in attendance and gave positive feedback Attendeesover 60+ attendees between both campuses Student Participation9 groups of students provided displays of their client work for the open house attendees to view. Facebook Event PageFacebook event page from the PRAD Facebook account
CAMPAIGN OUTCOMES
Goals80% retention rate for attendees omitted from goals
Surveys and Sign-in SheetsSkewed data from incomplete surveys and failure to sign-in ClubsNo response from PRSSA and Lambda Pi Eta Press release pitch to news publications No response from OC Register
CAMPAIGN OUTCOMES
Student attendance• Exceeded goal of
25 attendees at the Irvine campus.• accumulated over 60 guests
between both locations. • sign-in sheet• Over 50 attendees
MEASUREMENT & EVALUATION
QUANTITATIVE DATAQUALITATIVE DATA• Surveys• Comment box
• Overall positive feedback• 70% female • 30% male• 60% were 21-24 in age • more than half seniors• PR was the dominant major
in attendance.
The event was an overall success
Professor EngagementContinue correspondence with professors to promote the event. Keep a Running Contact List of Attendeeskeep an updated sign-in sheet with guest names and emails for a contact list Setting Upstart setting up for the event as early as 24 hours prior. Sign-In SheetsHave a back-up plan for the sign-in sheets
RECOMMENDATIONS
SurveysHave a designated volunteer to handle surveys would be beneficial. Interacting with GuestsMake sure that you have ample volunteers with specific duties will allow more time for guest interaction.
FacebookHave administrator access to the account the page is posted on. FlyersThe design for your flyers should be created at least 2 months in advance.
RECOMMENDATIONS
BUDGET
CALENDAR
CALENDAR
FULLERTON CAMPUS FLYER
IRVINE CAMPUS FLYER
PROMOTIONS
https://www.youtube.com/watch?v=oqGYSRzsnKU
ENJOY & THANK YOU!
CAMPAIGN VIDEO