TRIO Communication

Upward Bound

Presented by:

Jennifer Regan, Monica Salmeron, Allison Follin, Callie

Weber,

and Kelli Davis

What is CUB? CUB is a nonprofit organization intended for

high school students. Through a systematic structure and

experienced staff, CUB helps students prepare for post-secondary education, find a passion to complete secondary schooling and acquire skills and abilities for educational and academic success.

Services and activities are designed to improve academics and personal needs.

CUB Continued

CUB is 100% government funded and designed for students who are first generation and/or meet the federal income guidelines.

The seven target schools in the Wichita area include: East, South, North, West Metro Boulevard, Metro-Meridian, and Metro-Midtown.

Students get to attend a summer camp, weekend workshops, design newspapers, radio broadcast,web design, photography, and year round tutoring.

Research

Secondary S.W.O.T. Strengths: The program creates

opportunities and guidance for students who may not have the means to get to achieve

their full potential. Weaknesses: Not very many people are

aware of CUB and the benefits the program has to offer. Their materials are outdated and not properly formatted.

Opportunity: This program all about the kids and therefore they need to listen to their wants and needs.

Threats:The lack of interest and awareness in CUB is the greatest potential threat to the program.

Primary

Two surveys were given to CUB students. One studied why they joined CUB and the second focused on our new material vs. the old.

Survey 1: Showed most students decided to join CUB because their parents thought it would be beneficial for them. They also thought it sounded interesting.

Survey 2: Discovered that students found that all of the new marketing material is more beneficial and more visually appealing than the old material.

Research Continued

Focus groups

2 groups of 8 CUB students Written survey and group discussion

PURPOSEGet feedback about following:

Why our target market joined CUB How the program could attain more students What they liked most about CUB If they enjoyed their time at CUB How the program has helped the target market with their grades If the target market would suggest CUB to their peers

Planning

Objectives

To increase CUB enrollment from 29 students to 50 students by the end of the Fall 2008 semester

To increase awareness of the TRIO Communication Upward Bound Program within area high schools and the community

To create a cohesive brand image for CUB To critique and improve marketing materials

Planning Continued

Strategy/Tactics Critiqued the old flyers, brochures, logo, slogan,

and other material that was being use (how to improve them)

Created new youthful material (Slogan, logo, brochures, etc.) Focus group to gain feedback Test run of new campaign pieces at recruitment

session Completed our campaign within 2 months Estimated cost of actual agency: $13,500

update and remodel CUB’s marketing material.

Implementation

Update and remodel CUB’s marketing material

Creating new pieces Focus Groups Recruitment session

using material and a new way of reaching out to the students

At the session:

Set up table during 2 lunch periods in high traffic area

At North High we recruited 110 students within in 2 hours for CUB

This has outnumbered any previous attempts at other high schools.

Evaluation

Very difficult We did not go to the

high school until mid-November, and as far as we know, the contact list for the students that signed up has not been followed up on

We do know that the approach we took towards the students worked

Successes

Obtaining information of 110 students at North HighGetting valuable

information and feedback from current enrollees at the focus groupUsing the new information

card to start the enrollment process of potential participantsNew collateral outscored

all old material on surveyCUB reached it’s goal of

50 students enrolled

Evaluation ContinuedSuggestions

Visit all high schools approved in the grant on a regular basis Focus recruitment on a widespread audience, as we did at

North High Use younger representatives in order to identify with the

target audience Place advertisements or news stories in school newsletters

and newspapers to raise awareness within the high schools and community

Utilize student resources, such as designing posters Have more relevant speakers during Saturday workshops Add more communication based activities, such as Photoshop

and InDesign, rather than focusing on science and math Let students have full access to WSU during summer camp

(Heskett Center) During recruitment focus on youthful target audience rather

than parents Be more open-minded Allow juniors and seniors to enroll in the program if they are

eligible Use our updated marketing materials

Creative Material

Surveyed by focus groups and used as test market collateral at North High

School

CUB Email Fact Sheet

Articles can be updated

Youthful layout Colorful

CUB Fact Sheet

More appealing layout

Added new logo

Eye catching

CUB Information Card

Useful tool to get contact information for follow up recruitment

CUB Mentor Brochure

More attractive Overall look is cohesive Better graphics

CUB Poster

Placed around school to inform students about program

Colorful and creative to catch student’s eye

CUB Logo/Slogan

More appealing to high school students

Uses graphic that represents communication

“Create Your Own Success

Story”

Innovative Encourages the kids to

take hold of their future

CUB Banner

Placed on the recruiting table

Large font and displays that it is Wichita State supported

Pictures from North High School: Lunch Recruitment Session

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More Pictures from North High

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