Download - Power Point 371
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Prepared by: Christine Shih and Hoa DoDue: Monday, March 14th 2011
Campus Communication Campaign
for Seattle University Commuter Students
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1. Context
2. Target Audience
3. Research
4. Situation analysis &
SWOT
Plan outline
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- 77% of the total SU studentpopulation live off-campus and 59%(2500 students) undergrads live off-
campus.- Commuter students arent as likely
to go to late night school events due
to transportation issues- Nighthawk offers transportation to
commuter students if they sign up a
week in advance
1.Context
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Strengths
partners with other clubs support from ASSU student government A large number ofstudents
Opportunities
Large amount of events arealready open to commuterstudents Financial support fromother departments and
organizations
2. Situation Analysis & SWOT
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3. Situation Analysis &SWOT
Weaknesses Lack of SU school spirit
Commuter students donot spend a lot of timeon campus -> differentpublicity strategy
ThreatsIts difficult to get
commuter students to beexcited about schoolevents because they areunaware of whatactivities are happening.
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Goal
Increase number of commuterstudents participation in on campusevents by 50% by the end of2011/2012 school year
4. Goals & SMART Objectives
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5. Market & Niche audience
InnerCircle
OuterCircle
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Strategie
s1. Conduct a
6. Strategies & Tactics
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I. KEY MESSAGES
Getting involved helps students
become more prepared for theirfuture
Being involved creates moreschool spirit and school pride
Attending more school eventscan make the collegeexperience more meaningful
and enjoyable
7. MESSAGE PLAN
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II. PROOF POINTS
Student survey indicates that freshmen who livedon campus were more involved in SU events than
those were never lived on campus. They also havemore school pride and enjoys being on campusafter classes.
"Post high school extracurricular can be beneficial, asindividuals develop enhanced skills that wouldpromote college success. For example, they candevelop increased emotional regulation, teamwork,
social skills, and interpersonal involvement (e.g.Hansen & Larson 2007).
9. MESSAGE PLAN
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I dont want to go to a lot of the school events because Idont want to walk to school or take the bus late at night. Josh Mcgarand (Junior)
If the school offers a shuttle to take me somewhere closerto home than the public bus than I would definitely takeadvantage of this service Kelli Chan (Senior)
When I still lived in the dorms I went to a lot of schoolevents because it was so close to me but now that I movedoff campus, I only go to the events in between my classesbecause I dont feel safe going home late on the bus
Joyce Nguyen (Junior)
9. MESSAGE PLAN
II. PROOFPOINTSPersonal interviews with SU commuter
students
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III. SOUNDBITES
Be a commuter not a stranger
Being a part of a school doesnt meanyou actually have to be in school
We want all of our students to think ofSeattle University as a second home
MESSAGE PLAN
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Problem: Increase the number ofcommuter students involvement on
campus Promise: Our advertising video will
highlight the advantages of being a partof the school community
Reason: Commuter students are notinvolved in school activities becausemany dont have a easy way oftransportation.
Tone: motivational and somewhat emotional
Tactic 1. Promotional VideoAdvertising Brief
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I. Focus and MainIdeas
1. Illustrate how
important it is to beinvolved in school
at the job interview
Promotional Video
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http://www.youtube.com/watch?v=N2QtQhX4T-Q
PROMOTIONAL VIDEO
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Overview
On The Spectators Newspaper_ our press release will announce the new commuter
shuttle services partnering with Nighthawk and theCommuter Center
See attached separated document
Tactic 2. Press Releases
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PRESS RELEASE
See Attached
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- Social media is a powerful tool forstudents this generation to connect
with each other. It is also the easiestway to inform students with upcomingevents. Facebook
Twitter
Tactic 3: Social Media
http://www.facebook.com/gettingstarted.php?step=upload_profile_pic%23!/profile.php?id=100002194970491 -
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FACEBOOK
http://www.facebook.com/gettingstarted.php?step=upload_profile_pic%23!/profile.php?id=100002194970491http://www.facebook.com/gettingstarted.php?step=upload_profile_pic%23!/profile.php?id=100002194970491http://www.facebook.com/gettingstarted.php?step=upload_profile_pic%23!/profile.php?id=100002194970491http://www.facebook.com/gettingstarted.php?step=upload_profile_pic%23!/profile.php?id=100002194970491 -
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TWITTER
http://twitter.com/%23!/SUcommutershttp://twitter.com/%23!/SUcommuters -
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Christine [email protected]
206-227-8154
For More Information
http://twitter.com/%23!/SUcommutershttp://twitter.com/%23!/SUcommutershttp://twitter.com/%23!/SUcommutersmailto:[email protected]:[email protected]:[email protected]:[email protected]