Muse Campaign | C.P.S. Public RelationsSpring 2014

Strategies & TacticsTarget

PublicKe

Section 2Analysis

Primary Research

Strategies & Tactics

Future Recommendations

Evaluation

Muse Campaign | C.P.S. Public Relations

Secondary ResearchSecondary Research

Strategies & TacticsTarget

PublicKe

Section 2

Primary Research

Strategies & Tactics

Future Recommendations

Muse Campaign | C.P.S. Public Relations

Secondary ResearchSecondary Research

Evaluation

Analysis

Core Problem◼ Lack of awareness of Fred Jones Jr.

Museum of Art and Muse among the student population and in turn decreasing sales, especially during school holidays.

▪ December, January, May, June and July

Muse Campaign | C.P.S. Public Relations

Strengths:

◼Locally relevant pieces and products

◼Central location of the FJJMA in Norman

Weaknesses:

◼Limited involvement with student organizations outside of the art college

◼Budget limitations for promotional items

Opportunities:

◼Free admission

◼Reasonably priced products

Threats:

◼Other forms of entertainment and shopping

◼Wide-array of campus activities not involving the museum

SWOT Analysis

Goal

Muse Campaign | C.P.S. Public Relations

To increase awareness among University of Oklahoma undergraduate students.

Specifically OU sorority women

Key PublicUniversity of Oklahoma Undergraduate Students

Sorority Women

Panhellenic AssociationMulticultural Greek Council

Muse Campaign | C.P.S. Public Relations

Strategies & TacticsTarget

PublicKe

Section 2

Strategies & Tactics

Future Recommendations

Muse Campaign | C.P.S. Public Relations

Secondary ResearchSecondary Research

Analysis

Core Problem◼ Lack of awareness of Fred Jones Jr.

Museum of Art and Muse among the student population and in turn decreasing sales, especially during school holidays.

▪ December, January, May, June and July

Evaluation

Primary Research

Protocol◼ Survey Research Questions:

1.What motivates University of Oklahoma sorority women to shop at their favorite stores?

2.What items are University of Oklahoma Women shopping for regularly?

3.How aware are University of Oklahoma sorority women of Muse?

Collection period: March 9th- April 6th

223 Surveys Returned

Distributed 350 surveys

Major Results & Findings

Muse Campaign | C.P.S. Public Relations

Aware of Student Discount: 7

Unaware of Student Discount: 215

Awareness of Muse 10% Student Discounts

Major Results & FindingsMuse Campaign | C.P.S. Public Relations

6- Strongly Agree 1 - Strongly Disagree

Major Results & Findings

Muse Campaign | C.P.S. Public Relations

Items Purchased Most Frequently:

ClothingScarvesJewelryAccessory for TechnologyPurses Average Shopping Trips Per Month:

0 Trips: 3 1 – 2 Trips: 593 – 4 Trips: 43 5 – 6 Trips: 14 7+ Trips: 8 Average Monthly Spending on Shopping:

119 of 223 surveyed spend $50.00 - $100.00

Major Results & Findings

Muse Campaign | C.P.S. Public Relations

Number of Times Sorority Women Have Visited FJJMA:

0 Visits: 79 1- 2 Visits: 1053 – 4 Visits: 285+ Visits: 9

Previous Visits to Gift Shop:

Never Visited: 166Visited: 56

120 women total

Only 39% of women surveyed who have visited

FJJMA, have visited Muse.

Major Results & Findings

Muse Campaign | C.P.S. Public Relations

1 – Used Most Frequently6 – Used Least Frequently

Major Results & Findings

Muse Campaign | C.P.S. Public Relations

1 – Strongly Disagree Social Media Affects Shopping Habits

6 – Strongly Agree Social Media Affects Shopping Habits

Major Results & Findings

Muse Campaign | C.P.S. Public Relations

Strategies & TacticsTarget

PublicKe

Section 2

Future Recommendations

Muse Campaign | C.P.S. Public Relations

Strategies & Tactics

Secondary ResearchSecondary Research

Analysis

Core Problem◼ Lack of awareness of Fred Jones Jr.

Museum of Art and Muse among the student population and in turn decreasing sales, especially during school holidays.

▪ December, January, May, June and July

Evaluation

Primary Research

Interview Protocol◼ Interview Research Questions:

1.What motivates University of Oklahoma sorority women to shop?

2.What could potentially motivate University of Oklahoma sorority women to shop at Muse?

Number of Women Interviewed:

Strategies & TacticsTarget

PublicKe

Section 2

Future Recommendations

Muse Campaign | C.P.S. Public Relations

Secondary ResearchSecondary Research

Analysis

Core Problem◼ Lack of awareness of Fred Jones Jr.

Museum of Art and Muse among the student population and in turn decreasing sales, especially during school holidays.

▪ December, January, May, June and July

Primary Research

Evaluation

Objectives

Strategies & Tactics

◼ To increase the number of Panhellenic Association sorority women shopping at the Muse through sorority meeting outreach to 215 sorority women by May 1, 2014.

◼ To increase the number of Multicultural Greek council members shopping at Muse through sorority meeting outreach to 40 members by May 1, 2014. 

Strategies

Muse Campaign | C.P.S. Public Relations

Come buy your bigs and littles

unique and affordable gifts at Muse. Don’t forget

all students get 10% off!

Shop at Muse for unique products and take

advantage of the 10% student discount!

◼ Secure the participation of Panhellenic Association sorority women at Muse through invitations and regular collaboration.

◼ Secure the participation of Multicultural Greek Council sorority women shopping at Muse through promotional items and events.

Muse Campaign | C.P.S. Public Relations

CLICK HERE FOR MORE INFO

TacticsFlyer Distribution:

Returned flyers redeem 15% off entire purchase at Muse

Evaluation

Muse Campaign | C.P.S. Public Relations

Strategies & TacticsTarget

PublicKe

Section 2

Muse Campaign | C.P.S. Public Relations

Secondary ResearchSecondary Research

Analysis

Core Problem◼ Lack of awareness of Fred Jones Jr.

Museum of Art and Muse among the student population and in turn decreasing sales, especially during school holidays.

▪ December, January, May, June and July

Primary Research

Objectives

Strategies & Tactics

◼ To increase the number of Panhellenic Association sorority women shopping at the Muse through sorority meeting outreach to 215 sorority women by May 1, 2014.

◼ To increase the number of Multicultural Greek council members shopping at Muse through sorority meeting outreach to 40 members by May 1, 2014. 

Future Recommendations

Social Media Objective: • To increase the number of University of Oklahoma sorority women who know about Muse through existing social media outlets and sorority meeting outreach to 400 members.

Recommendations

Evaluation

Strategies & TacticsTarget

PublicKe

Section 2

Muse Campaign | C.P.S. Public Relations

Secondary ResearchSecondary Research

Analysis

Core Problem◼ Lack of awareness of Fred Jones Jr.

Museum of Art and Muse among the student population and in turn decreasing sales, especially during school holidays.

▪ December, January, May, June and July

Primary Research

Objectives

Strategies & Tactics

◼ To increase the number of Panhellenic Association sorority women shopping at the Muse through sorority meeting outreach to 215 sorority women by May 1, 2014.

◼ To increase the number of Multicultural Greek council members shopping at Muse through sorority meeting outreach to 40 members by May 1, 2014. 

Evaluation

Future Recommendations

Social Media Objective: • To increase the number of University of Oklahoma sorority women who know about Muse through existing social media outlets and sorority meeting outreach to 400 members.

Recommendations

Muse Campaign | C.P.S. Public Relations

RecommendationsSocial Media Tactics:

Reaching out to the sorority chapters by tweeting at them when items are newly stocked and retweeting sorority tweets that promote their major events such as philanthropies.

Highlighting products weekly in a “MuseTues” section on Facebook, Twitter and Instagram. #MuseTues

Use promotional images to encourage followers of the Facebook page to follow the FJJMA’s Twitter  and Instagram accounts.

Post weekly reminders of the 10% student discount for Muse store through posts on Facebook, Twitter, and Instagram.

Promoting the hashtag #FindYourMuse by including it on all Facebook, Twitter and Instagram posts that are related to the Muse store.

Muse Campaign | C.P.S. Public Relations

#FindYourMUSE

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