isc campaign 6-26-11

International

Student Council the

at Penn State Universty

Leadership. Friendship.

Voice.

Campaign by Sally Chia Public Relations

Campaign Term: 7/1/2011 - 12/31/2011

Campaign Type: Student Organization

Sally Chia Public Relations

501 Vairo Boulevard #1711

State College, PA 16803

www.scpublicrelations.org

Sally Chia Public Relations501 Vairo BoulevardState College, PA 16803June 24, 2011

Sophia Wu, Public Relations DirectorInternational Student Council305 HUB-Robeson CenterUniversity Park, PA 16802

Dear Sophia Wu,

It is my pleasure to welcome you as a new client of Sally Chia Public Relations. At SCPR, we will provide you a semester campaign for each contractual term, which will give you an overview of the public relations efforts that will benefit your organization. We have provided a strategic communication campaign that will take effect starting July 1 through December 31, 2011 once approved by your organization.

Similar to the pitch campaign you received earlier this month, this campaign outline will provide insight into campaign details and research analysis. However, as you have already witnessed the research results and analysis, this will only briefly cover the problems that were sighted in our previous presentation. This campaign will provide more details on campaign strategy and tactics that will take course throughout the next six months.

In regards to all SCPR hosted events, we would like to express our excitement in representing the International Student Council and we stand firmly that we are the right publicists to help you gain membership, acknowledgement, and importance in the community of State College and University Park. We are delighted that you have chosen SCPR to conduct your public relations services and we are eager to present you with our carefully constructed communication plan.

If you have any questions or suggestions, please feel free to contact me at [email protected] or call 814-753-0228.

Sincerely,

Sally ChiaPresidentSally Chia Public Relations

Welcome

2 International Student Council Fall 2011 Campaign

The International Student Council fails to identify with two audiences—individual international students enrolled at Penn State and leaders of multicultural organizations that fall under its umbrella. Since membership within the International Student Council does not require specific accomplishments, uninvolved members are not aware of the resources and services it provides as a central communicative organization. Individual students do not gain benefits from its leaders enough to understand that being a member will allow leadership opportunities and that the organization provides a voice for all international students at Penn State. Students are unaware that the council reports to the University and governing bodies including University Park Undergraduate Association.

In its attempt to gain support from its 65 multicultural organizations that fall within its governing umbrella, it is important that ISC grants personal contact to the leaders of its organization through social events and gatherings. Also, its last six-months worth of media attention has built up opportunities for these leaders to catch ISC’s importance. Council meetings need to deem importance and allow leaders to voice their concerns. Currently, many council members do not see their organization as part of the structural umbrella because ISC does not provide profitable benefits as deemed necessary.

The Situation

3International Student Council Fall 2011 Campaign

ResearchIn April 2011, a research was conducted on behalf of ISC to investigate public opinion on the organization and measured its perception according to 5 different factors: commitment, trust, investment, involvement, and openness. These five factors were tested against behavior—whether or not students would be involved in ISC in Fall 2011. While the study showed that there was no relationship between gender, group association, semester standing, or citizen status of a student and their perception of the International Student Council, the study did reveal

• 75% of respondents says they sometimes trust that ISC will do what it says it will do, but it depends on the project leader

• 63% of respondents have noted that in several cases when e-mails and issues were given to the upper management, there unsuccessful follow up and nothing would happen

• 92% of respondents agreed that ISC does not have enough money to make an impact in the community

• 83% of respondents agreed that ISC invests most of its money in social events

• 82% of respondents agreed that ISC’s commitment declines towards the end of each presidential term.

Questions regarding ISC’s public appearance were also asked. The study found that • 74% of respondents noted that since January 2011, one ISC officer appeared at many university and student functions

• 80% of respondents agreed that since January 2011, ISC’s appearance on local media outlets has made them more interested in the organization

• 96% of respondents agreed that ISC involvement peaked in Spring 2011

Finally, questions regarding ISC’s openness yielded that

• 60% of respondents thinks that ISC somewhat shares its plans for the future with the community

• 80% of respondents agreed that it is not clear what ISC hopes to accomplish, but they seem to be accomplishing minor projects.

Another quantitative study was conducted in May 2011 among several multicultural organization leaders. Similar questions were examined among respondents and results were inline with previous results. However, questions regarding relationships between ISC and their organizations revealed the results below:

• 60% of respondents agreed that they belong under the ISC umbrella

• 80% of respondents agreed that ISC may become beneficial to their organization with better internal structure


• 70% of respondents are aware of ISC’s e-mail alerts but only 30% says they respond accordingly

• 70% of respondents do not make an effort to communicate with ISC officer members because they feel ISC will not be able to help

• 90% of respondents agree that as of January 2011, ISC efforts have becoming more promising

• 70% of respondents agree that biweekly council meetings are a waste of time

• 85% of respondents say they are willing to attend biweekly council meetings in the future as long as there is something important to discuss


AUDIENCE

The audience of this campaign are parted into two groups, as follows:

1. Graduate and undergraduate international students who are enrolled at Penn State University Park who are not already involved with International Student Council.

2. Leaders of multicultural organizations whoa enrolled at Penn State University Park.

MESSAGE

International StudentsBy joining the International Student Council, international students studying at Penn State can practice real-life organization responsibilities for their future career and socialize with students from cultures different from their own.

Multicultural Organization LeadersBy attending council meetings, communicating with executive members and developing a beneficial relationship with the International Student Council, multicultural organizations can voice their concerns to the university with a unified voice and target its governing bodies as a greater importance.

Message and Audience


GOAL

To have 50% more international students, both undergraduate and graduate, studying at Pennsylvania State Uni-versity, University Park decide that they are going to join the International Student Council by May 31, 2012.

OBJECTIVES

Knowledge:

• To increase by 40% the number of international students studying at Pennsylvania State University, University Park who know the purpose and benefits of the International Student Council by October 31, 2011.

• To increase by 50% the number of multicultural student leaders studying at Pennsylvania State University, University Park know the purpose and benefits of the International Student Council by October 31, 2011.

Predisposition:

• To increase by 50% the number of international students studying at Pennsylvania State University, University Park, have the confidence that the International Student Council will make a difference in their lives while attending university by November 31, 2011.

• To increase by 40% the number of multicultural student leaders studying at Pennsylvania State University, University Park, have the confidence that the International Student Council will make a difference for their organization by November 31, 2011.

Behavioral:

• To increase by 50% the number of international students, both undergraduate and graduate, studying at Pennsylvania State University, University Park, who chose to join the International Student Council by December 31, 2011.

• To increase by 50% the number of multicultural student leaders studying at Pennsylvania State University, University Park chose to join the attend the International Student Council’s biweekly council meetings regularly by December 31, 2011.

Goals and Objectives


Advertising

• “Leadership.” Feature International Student Council executive members at University Park with tagline “Join International Student Council.” • “Friends” Feature members of ISC with tagline “Cross-culture Exchange: International Student Council.” • “Voice” Feature UPUA representative at UPUA meeting with tagline “Make a difference.”

Each ad should direct audience to www.psuisc.org, Facebook, and Twitter.

Website

Revamp www.psuisc.org for a more innovative and informative website. All officers should have e-mails with their [email protected]. No Gmail/PSU emails should be used in order to create unity in external communications. PSUISC emails should only be used for ISC businesses.

Fund

Establish a scholarship fund that will award international students involved in ISC who have presented hard work and determination in developing an international view at Penn State each year.

Press Kit

Date: September 3, 2011Press kit components will include brochure, folder, fact sheet, news release, media advisory, pitch letters.Cost:Brochure (color) x50 $73Folders (10) x2 $25Present. Paper (300) x1 $20Labels (160) x1 $25Mailing TBD TBD

Tactics


Below are several examples of outlets and pitches that will be used to secure press coverage throughout the campaign. In order to preserve the International Student Council’s new campaign slogan “Leadership. Friendship. Voice.” several feature stories on current student members will be scheduled. Executive members will be quoted in news releases concerning the campaign.

In relation to event publicity, press coverage will also be provided. Members of the media will be given access to several ISC hosted events as necessary.

Medium: Online Newspaper Vehicle: Onward State Contact: Nick Johnson, Editor [email protected] Pitch Pref: e-mail or online submission Angle: Pitch the idea of UPUA in support of the International Student Council‘s purpose to become a larger and better representation of the international student body by providing governing responsibilities to the unity of multicultural organizations. Approach them by emphasizing the growth and membership of the organization council members. Timeline: This article will appear in September. __________________________________________________________________________________________

Medium: Online Newsletter Vehicle: Global Lion Contact: Nicole Guven, writing intern 401 Boucke Building University Park, PA 16802 P: (814) 863-5973 [email protected] Pitch Pref: e-mail Angle: Approach the Global Lion newsletter with upcoming events, especially the international student orientation that is set for early August. This could be story regarding an international student who found out about ISC during his or her orientation experience and how they decided to join the organization. Timeline: This story would appear in September. __________________________________________________________________________________________Medium: Daily Newspaper Vehicle: The Daily Collegian Contact: Caitlin Sellers, campus editor 123 S. Burrowes St. University Park, Pa. 16801-3882 P: 814-865-1828 F: 814-863-1126 [email protected] Pitch Pref: e-mail or phone Angle: Pitch a story regarding ISC‘s campus involvement and special events. For example, with the integration of STEPONE, ISC will be involved in helping students transition into dorm and campus life. Also, include involvement in the fall orientation with talent showcase and support from members during the 10-day orientation.

Press Coverage


Timeline: This article will appear between in September and October under campus news. __________________________________________________________________________________________

Medium: Magazine Vehicle: Voices of Central Pennsylvania Contact: Tiana Pugh, writing intern Voices of Central Pennsylvania 133 S. Allen St. State College, PA 16801 P: (814) 234-1699 [email protected] Pitch Pref: e-mail or phone Angle: Suggest a feature story on international students who found their way through campus through the help of ISC members during orientation. These students may give personal stories regarding how the organization helped them get to know Penn State as well as socialize and meet people through events. Timeline: This article would appear in the October 2011 issue of Voices of Central Pennsylvania. __________________________________________________________________________________________

Medium: Television News Broadcast Vehicle: Centre County Report Contact: Mallory Gadye, editor 201 Carnegie Building University Park, PA 16802 P: 646 326 2249 [email protected] Pref: e-mail Angle: Provide interviews for special events such as Spring Festival 2012, soccer tournament and fall international orientation. Interviews from stakeholders such as leaders and members as well as attendees to these events will provide information for potential members in the upcoming year. Timeline: This story will air in August 2011 on Centre County Report. __________________________________________________________________________________________

Medium: Daily Newspaper Vehicle: Centre Daily Times Contact: Anne Danahy, reporter 3400 E. College Ave. State College, PA 16801 [email protected] P: 814-231-4648 Pitch Pref: e-mail Angle: Provide a feature story on events that promote cultural awareness. This feature story could be from the angle of a member or leader who can provide their story regarding how being involved in the organization has affected their life at Penn State and how they have become assimilated into the environment. Timeline: This feature story would appear in November. __________________________________________________________________________________________


Medium: Radio Vehicle: B 94.5 Contact: PJ Mullen, program director 160 Clearview Avenue State College, PA 16803 P: (814) 238-5085 F: (814)238-7932 [email protected] Pitch Pref: e-mail or phone Angle: Short segment or PSA on the Morning Zoo with the Zoo crew for informational shout outs to audiences about upcoming events. Several examples include upcoming coffee hours, soccer tournaments, and food festivals. Timeline: Various times throughout the year approximately 2 weeks before the day of the event.


Involvement Fair Gift Card GiveawayDate: August 22, 2011At orientation, advertise that students who sign up on the newsletter list will have a chance to win several gift cards to a local merchant. This opportunity will allow ISC members to interact with new international students for recruitment.Cost: Gift cards Sponsored TBD $0Brochure (b/w) x100 $27

Multicultural Leadership GalaDate: September 3, 2011This formal event is a social gathering opportunity for leaders of multicultural student organizations to get to know each other and indulge in active conversations with the International Student Council executive board. Honorary guests will include University staff who have contributed to multicultural awareness on campus.Cost:Days Inn Room Rental $50Menu x50 $1,300 (guests will be charged $30 per person)Invitations x50 $0Decorations: $100Music: TBD

Radio AnnouncementDate: TBDUPUA President and Vice President TJ Bard and Courtney Lennertz will talk on radio regarding the importance of international students and their participation in student government affiliated activities so that the international student body can be represented.Cost: $0

Facebook T-shirt GiveawayDate: OngoingThis is a chance for ISC to promote its social media presence. For every 100 likes on Facebook, ISC will give out a free t-shirt to 5 lucky winners. ISC’s social media pages will be constantly updated with events, giveaways, fun facts and conversation starters that will allow students to receive prominent information on ISC actions and events that they can attend.Cost:“Peas on Earth” T-shirts x50 $188Radio Promotion $0

Twitter International Cook Book GiveawayDate: OngoingISC will promote its Twitter page by giving a cookbook giveaway for every 50 followers. One lucky winner will receive a free cookbook. Twitter keywords such as #psuisc, #isccookbook will be used to trend. Also, widgets such as welcoming new followers and good morning posts will be automated.

Events


isc campaign 6-26-11

Documents