The Women’s and Gender Studies Program Longwood University

Public Relations Campaign

By Lindsay Smith

WGS at Longwood

Overview Currently 8 declared minors Required to complete 18 hours of course

work with a 2.0 At least 9 of those 18 hours must be at 300

or 400 level Currently 7 professors and 2 department

directors Currently no WGS student organization

WGS at Longwood

Objective To develop a marketing and communication

plan geared towards the students, professors, and alumnae of Longwood University not only to increase the number of declared minors, but also raise awareness about issues in the Farmville community and beyond in order to promote social change.

WGS at Longwood

Research Themes

Lack of unified brand identity Lack of communication between:

Professors and declared minors The minors themselves The program and the entire student body The program and its alumnae Department and other Longwood professors

WGS at Longwood

SWOT Analysis Strengths

Interdisciplinary: students can tailor Programming Comfort level in classroom among women

WGS at Longwood

SWOT Analysis Weaknesses

Students not aware of interdisciplinary aspects Lack of diversity in classes Strongly held stereotype Lack of unity among minors and professors Weak connections with alumnae

WGS at Longwood

SWOT Analysis Opportunities

Increase diversity in classroom Social change will increase on campus and in

Farmville community Receive donations to help improve the program

WGS at Longwood

SWOT Analysis Potential Threats

Weakening economy Geographic location Demographics

WGS at Longwood

Target Audiences Longwood Students

Freshmen/Potential minors Declared minors Professors Student body Alumnae

WGS at Longwood

Strategy: Create a unified brand identity for the WGS program Tactics:

Create a mission statement that truly expresses the values of WGS

Create a logo that is eye catching and unique Create a tagline to accompany logo

WGS at Longwood

Strategy: Increase face-to-face and computer mediated communication between minor and professor outside of class Tactics:

Hold an advising appointment with each minor every semester

WGS newsletter WGS blog Mandatory minors meeting

WGS at Longwood

Strategy: Strengthen bond between the minors themselves Tactics:

Create an organization for the minors to join Iota Iota Iota WGS Club

WGS at Longwood

Strategy: Increase communication (face-to-face and computer mediated) between the program and entire student body Tactics:

Participate in ‘Fall in Love with a Major’ Co-Sponsor event with another organization Facebook Fanpage Add ‘What’s in it for me?’ section on webpage Recruitment during Intro class

WGS at Longwood

Strategy: Increase computer mediated communication with WGS alumnae Tactics:

Semester newsletter Add ‘Where are they now?’ section on website Add donation section on website

WGS at Longwood

Strategy: Increase communication between Department and other Longwood professors Tactics:

Sending out an SOS

WGS at Longwood

Timeline Fall 2010 Semester- January

Recruiting during Intro class Updates made to website Create Facebook Fanpage Start blogging to make connections with minors and

alum SOS sent out to faculty

Spring 2011 Semester Newly recruited minors form organization Send out newsletter to alum and current minors Mandatory minors meeting

WGS at Longwood

Resources Facebook Blogging system Stamps and envelopes (possibly)

WGS at Longwood

Assessment Recommendations Post assessment surveys to the online

networks Assess students feeling of involvement before

and after the changes Possible reward

The amount of donations/participation by alum

Number of declared minors

WGS at Longwood

Thank You!

Any Questions?