campaigns final

Recording Technology Recruitment CampaignBurke Echelmeier, Yukima Anderson, Julio Valdez, Jenna Mae Thorne, Brandon Caples, Darien Barrett

IntroThe Recording Technology concentration of the Department of Communications

➔ ProblemOnly 30 students enrolled in the concentration

➔ Overall GoalIncrease the number of students enrolling in the Recording Technology concentration

➔ ProcessUse the ROPES model to develop a five step campaign

Primary Research

SWOT Analysis

Primary Research

PEST Analysis

Primary Research

Stakeholder's Analysis

Primary Research

Survey

Informational Objectives

1. To increase the brand awareness of the Recording Technology concentration in the Department of Communications at Alabama State University by 50% by November 1st, 2016.

2. To increase social media interaction of the Recording Technology concentration by 90% by November 1st, 2016.

3. To increase awareness of all prospective students by 40% by November 1st, 2016.

4. To increase student involvement in Recording Technology sponsored events by 50% by May 5th, 2017.

Attitudinal Objectives

1. To increase the interest of the Recording Technology concentration by 50% by December 5, 2016.

2. To increase the use of Alabama State’s own technology and recording equipment by prospective, current, and past students by 30% by May 5th, 2016.

Behavioral Objectives

1. To increase the number of students enrolled in the Recording Technology concentration by 15% by January 10th, 2017.

2. To retain 95% students currently enrolled in the Recording Technology concentration as well increase enrollment by 25% by August 2017.

3. To increase the number of commitments of high school students to the Recording Technology concentration by 25% by May 2017.

Output Objectives

1. To spread awareness of the Recording Technology concentration at Alabama State as well as various high schools through surveys provided and brochures by October 2016.

2. To add more information to the University's website about the Recording Technology concentration by January 10th, 2017.

3. To send out one press release per month to the university's newspaper (The Hornet Tribune) starting in October of 2016.

4. To spread awareness about the Recording Technology concentration through social media accounts using hashtags and trending stories starting in October 2016.

Programming➔ Chosen Slogans

-My ASU Sound

-Sounds of the Future

➔ Hashtags#myasusound #asurecordingtech

#soundsofmusic #asucommdept

➔ Key Messages

Recording Tech offers much more than just music

Enabling entrepreneurs in the Recording Tech industry

Without recording technology, there is no entertainment

Financial Planning Symposium

Programming

Listening Party

Programming

High School Pep Rally

ProgrammingJefferson Davis High February 3, 2017

Booker T Washington February 17, 2017

Sidney Lanier High March 10, 2017

Loveless Academic March 24, 2017

George Washington Carver May 26, 2016

Social Media Challenge

Programming

AA&MU vs ASU Tipoff/Kickback Party

Programming

High School Touring with TRIO Program

ProgrammingJefferson Davis High

Dothan High

Murphy High

Selma High

George Washington Carver High

Auburn High

Hunstville High

Central High

Bama State Sound Mobile App

Programming

Evaluation Informational

1. To spread awareness about the Recording Technology concentration through social media accounts using hashtags and trending stories starting in October 2016.

Ask Post Test Question (1):

1. Have you heard of the Recording Technology concentration at Alabama State University?


2. By November 1st, 2016, the Recording Technology concentration will increase social media interaction by 90% by creating social media pages relaying the accomplishments, products, and events of the Recording Technology concentration.

· Brandwatch (Social Media Listening)

· Cyfe (Social Media and Website Analytics)

· Google Analytics

· Twitter:

- Followers

- Retweets

- Reach

- Mentions @asusound

- Tags #myasusound, #asurecordingtech, #asucommdept, #soundofmusic


· Instagram:

- Followers

- Likes

- Reach


· Facebook:

- Likes

- Followers

- Reach

- Mentions of ASU Recording Department



3. By November 1st, 2016, the Recording Technology concentration will increase awareness by 40% of all prospective students by updating and enhancing our department’s webpage.

· Track website traffic through Google Analytics and Cyfe

· Ask Post Test Question (4-6)

4. Have you been to the Alabama State’s Recording Technology page before?

5. Are you aware the Recording Technology concentration has its own page?

6. Are you aware of the features and opportunities the Recording Technology’s webpage offers?


4. By May 5th, 2017, Alabama State student involvement in Recording Technology sponsored events such as the Financial Planning Symposium and ASU Vs. AA&MU Tip Off/ Kick Back party will increase by 50%.

· Track and analyze attendance during each event held

· Ask Post Test Question (2-3)

2. Have you heard of any events on the Alabama State campus that is sponsored by the Communications Department or the Recording Technology concentration?

3. Have you attended any of these events?

Evaluation Attitudinal1. By December 5th, 2016, the Recording Technology concentration will increase the interest of the department by 50% by increasing social media postings about the Recording Tech concentration.

● Brandwatch● Ask Post Test Questions (7-8):

7. Have you seen any social media pages for the Recording Technology concentration?

8. Would you be willing to follow any of these accounts?

Evaluation Attitudinal2. By May 5th, 2017, the use of Alabama State University’s own technology and recording equipment by prospective, current, and past students will increase by 30%.

● Compare current usage to the usage after December 5th, 2016● Track the usage by prospective, current, and past students● Ask Post Test Questions (9-10):

9. Did you know Alabama State has a recording studio and recording technology available for use?

10. Would you be interested in using the recording technology the school has to offer?

Evaluation Behavioral1. By January 10th, 2017, the number of students in the Recording Technology major will increase by 15%.

· By tracking the number of current students enrolled and the number of students enrolling in January 2017

2. By August 2017, the Recording Technology Department will retain 95% of its current students as well as increasing by an additional 25%.

· By tracking the number of current students enrolled along with the additional number of students enrolling by August 2017

Evaluation Behavioral3. By May 2017, the Recording Technology Department will increase the number of commitments of high school students by 25%.

· Ask Post Test Questions Through TRIO (11-13):

11. Are you interested in Alabama State University?

12. Are you aware of what the Recording Technology concentration has to offer?

13. Would you consider majoring in this concentration at Alabama State University?

Evaluation Output1. To individually spread awareness throughout Alabama State University and different high schools about the Recording Technology concentration through surveys provided and brochures (with the Trio Programs' Department's help) by October 2016.

· Track surveys from high school students and ASU students

· Record/set dates of tours to high schools for spreading awareness

Evaluation Output2. To add more information to the University's website about the Recording Tech concentration and possible success stories by January 10th, 2017.

● Recording Tech link - alasu.edu/recordingtech

● Post articles and pictures on home page and social media

http://alasu.edu/recordingtech

http://alasu.edu/recordingtech

Evaluation Output3. To send out one press release per month to the university's newspaper (The Hornet Tribune) starting in October of 2016.

● Count number of press releases sent out

● Record press releases printed in ASU's news papers

● Record date of press release sent out

Evaluation Output4. To spread awareness about the Recording Technology concentration through social media accounts using hashtags and trending stories starting in October 2016.

· Set date and times for info about department through social media to be released

· Through hashtags and trending stories

· Keep record of trending stories being released and hashtags being used

· Record general mentions

Stewardship Reciprocity

1. Start the “Honored Hornet” retention program

● Acknowledgment letter

● Annual token of appreciation (keychain, magnet, luggage tag, etc.)

● Special gift if they attend sponsored events (water bottle, umbrella, etc.)

● Listed on our website under our “Donors” section

2. Continue to promote students who have produced music through our concentration via

social media and our webpage.

3. Recognize sponsors at their sponsored events. Also, list them as sponsors on banners at the

events.

4. Send tickets to athletic events to each of the sponsors.

Stewardship Responsibility

1. Consistent interaction on social media sites such as events and

improvements.

2. Use the funds we receive from some of our social events to buy airtime

with a larger and broader media outlet.

3. Promote “Social Media Challenge” not only on the Recording Tech social

media sites but to promote it on Alabama State home page.

Stewardship Reporting

1. Routine reports on the use of gifts from the Recording Tech’s/dean or

chair of department

2. Send out letters of appreciation from Recording Tech to donors and

supporters

3. Regular progress reports including a financial report, if appropriate

4. Record and publish video releases during tours and events

Stewardship Relationship Nurturing

1. Open Communication via social media applications.

2. Implement Rewards at events thrown during campaign

3. Appoint advocates for the brand from various competitions hosted by the

campaign.

4. Set clear expectations and be aware of intended audience which are

people who have not declared a major or incoming freshman.

Questions

campaigns final

Documents