“RA STRONG” - WordPress.comOct 22, 2013 · “RA STRONG” Rachael Diemert Danielle Erb Taylor...
Transcript of “RA STRONG” - WordPress.comOct 22, 2013 · “RA STRONG” Rachael Diemert Danielle Erb Taylor...
“RA STRONG” Rachael Diemert Danielle Erb Taylor Jannos
Lane Maloney Megan Puleo Elizabeth Rexon Brad Sturk
+Contents
1. Situation Analysis
2. Research
3. Overall Objectives
4. Target Audience
5. Message and Media Strategy
6. Creative Works
7. Evaluation
+
Situation Analysis
+Situation Analysis Information about the Office of Residence Life (ORL)
ORL is located in Huffman Hall
Main goal: Caring environment Respect for peers Personal growth
Responsibility to JMU community
Staff consists of mostly Resident Advisers (RAs)
(“Office of Residence Life,” 2013)
+Situation Analysis Issues within the Office of Residence Life (ORL)
Lack of brand awareness On campus Social Media
Declining number of applicants New RAs Returning RAs
Negative stereotype of RA position
(Carr, 2013)
+
SWOT
+Strengths
Paid
Potential early class registration
Own room in residence hall
Builds character
Promotes leadership
Resume booster
(Carr, 2013)
+Weaknesses
Time consuming
Difficult tasks
Negative stereotype of position
Current marketing/advertising strategies
Lack-luster slogans
(Employment, 2013)
+Opportunities
Social media platforms
Strategic advertising
Direct access to target audience JMU students
A part of the Office of Residence Life
+Threats
Students do not want to live on campus
Off-campus has better advertising
Stigmas and stereotypes
Not a lot of perks for the RA position
+
Research
+Research Surveys
Conducted 2 surveys Resident Advisers Freshman Residents Weaver Hall, McGraw-Long, Shorts Hall, and
Hillside dorms
Personal interviews Stephanie Carr Josh Smead
+Resident Adviser Survey
+Resident Adviser Survey
+Freshman Resident Survey
+Freshman Resident Survey
+
Objectives
+Objectives
1. Increase the number of new RA applicants by 20%
2. Increase the number of RAs that re-apply to be “returning RAs” at JMU by 10%
3. Increase the awareness of all social media platforms, run by ORL by 50 people
+
Main Goal
Raise overall awareness of the RA position at James Madison University
+
Target Audience
+
“I would describe the target audience as student leaders with a positive attitude in general, especially about JMU and giving back to the university. They have a desire to help other students are JMU and a willingness to learn and work hard.”
– Stephanie Carr
(Assistant Director of Staff Selection and Training for the Office of Residence Life)
+“Nerdy Girls”
Demographics Freshmen and
Sophomores ages 18-20 JMU student
Psychographics Leadership oriented Likes idea of monthly
salary
VALS Achievers Thinkers
(“Strategic Business Insight,” 2013)
+“Difference Makers”
Demographics Freshmen and Sophomores ages 18-20 JMU students
Psychographics Leadership oriented Help freshmen adjust to the college environment
VALS Experiencer Achiever
(“Strategic Business Insight,” 2013)
+
Message and Media Strategy
+Message and Media Strategy
Budget: $5,000
Traditional The Breeze ($475) Website ($149) Posters ($35.40) Bulletin board in a
bag (FREE)
Non-traditional Facebook/ Twitter (FREE) TV slides on campus (FREE) Free movie at Grafton
($1,575) Spirit rock (FREE) T-shirt ($1,600) Buttons (FREE)
Used: $3,834.40
+
Creative Works
+
Website
+
Poster
+
+
+
T-shirt
+
Button
+Evaluation Survey included at the end of the
RA application
Primary data from social media Page visits Likes Tweets
“You have to be able to demonstrate the productivity of your efforts through analytics by tracking user numbers and demonstrating improving trends in your social media presence.”
-- Josh Smead (Social Media and Marketing Coordinator for the Office of Residence Life)
+References Arens, W. F., Weigold, M. F., & Arens, C. (2008). Contemporary advertising(5th ed.). Boston,
MA: McGraw Hill Irwin.
Breeze advertise with us. (n.d.). Retrieved from http://www.breezejmu.org/site/advertise/Campus map grafton-stovall theater. (n.d.). Retrieved from http://www.jmu.edu/map/buildings/GST.shtml
Carr, S. (2013, March 12). Our Mission Statement. Office of Residence Life. Retrieved from April 1, 2013, from http://www.jmu.edu/orl/e.
Cohen, H. (2013, April 9). 2013 social media trends and your business. Retrieved from http://heidicohen.com/2013-social-media-trends-and-your-business/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed: HeidiCohen (Heidi Cohen's Actionable Marketing Advice)
Collegedata. (2013). College Profile: James Madison University. Retrieved from College Retrieved from http://www.collegedata.com/cs/data/college/college
College Profile James Madison University. (2012). Retrieved from http://www.collegedata.com/cs/data/college/college_pg01_tmpl.jhtml?schoolId=1809
Division of Student Affairs. Resident Advisor Eligibility, Benefits, and Requirements. (2013). Retrieved April 15, 2013. Retrieved from http://www.housing.vt.edu/ra/eligibility.php.
+References Employment. Retrieved April 6,2013, Retrieved from
http://www.jmu.edu/orl/employment/RAPositionDescription.html
Martin, C. (n.d.). Social networking usage and grades among college students. Retrieved from http://www.unh.edu/news/docs/UNHsocialmedia.pdf
Office of Residence Life. (n.d.). Retrieved April 12,2013, from http://www.jmu.edu/orl/
Premium plans. (n.d.). Retrieved April 6,2013, from http://www.wix.com/upgrade/website
The Residence Lifeline. (October 2012). Retrieved from http://www.jmu.edu/orl/documents/Lifeline_Oct2012.pdf
Employment. Retrieved April 6,2013, Retrieved fromhttp://www.jmu.edu/orl/employment/RAPositionDescription.html
Shenandoah University. Campus Life. (2013). Retrieved April 15, 2013, Retrieved from http://www.student-life.su.edu/where-students-live-2/current-students-2/
Strategic business insights. (n.d.), Retrieved from http://www.strategicbusinessinsights.com/vals/presurvey.shtml
Student Media: The Breeze, Port & Main, Madison 101, Online/Mobile. (2012). Retrieved from http://bloximages.newyork1.vip.townnews.com/breezejmu.org/content/tncms/ assets/v3/editorial/a/09/a0936556-b47a-11df-a8c7-00127992bc8b/4ffb2ebf3f837.pdf