Carling & Kelder PR

Carling & Kelder PR

Journalism 471 Final ProjectJournalism 471 Final Project

Def•i•ni•tion grēk•līf

Def•i•ni•tion O•hi•o

• A campaign to shift the definition of Ohio University from a top party school to a place of unlimited potential.

Research• Conducted survey of 250 community

members about perspective of Ohio University

• Surveyed 200 Ohio University students about party school reputation

• Conducted focus groups with Ohio University seniors and freshman

• Insights: Ohio University’s party school reputation derives from Halloween, Fests and a lack of other recreational or alternative activities

Goals

• Shift Ohioans perception of Ohio University from a top party school to a university with unlimited possibilities to excel.

Objectives• Objective 1 – Receive twenty different unique

“definitions” of Ohio. First ten released by the end of academic year 2011 and the final ten after evaluation of the first year, ending in academic year 2013.

• Objective 2 – Reduce Ohio University’s student and alumni response rate to Playboy’s and The Princeton Review’s rankings by 2%.

• Objective 3 – Change perspective of Ohio University by Ohioans from party school to another positive aspect by 10-15%.

• Objective 4 – Increase awareness of local, state and national programs, awards, recognitions, etc. to Ohio University students

Target Audience

• Primary Audience 1 – Ohio University students on main campus.

• Primary Audience 2 – Graduating high school seniors.

• Primary Audience 3 – Parents of prospective and current students.

•  Secondary Audiences – Stakeholders of Ohio University

Key Messages

• Audience/Key Message 1 – Give students bragging rights about aspects of Ohio University they were unaware of before to increase school pride.

• Audience/Key Message 2 – At Ohio University there are limitless opportunities to find passion and excel through individual definitions of Ohio.

• Audience/Key Message 3 – At Ohio University your student can have their potential expressed fully through their own unique definition.

• Audience/Key Message 4 - Stress the importance that it is a minority of Ohio University students and alumni who participate in the surveys and that Ohio University is a place of unlimited potential.

Strategies

• Strategy 1 – Traditional advertisement campaign with radio, billboard, television and a defined presence on campus.

• Strategy 2 – Launch viral social marketing campaign.

• Strategy 3 – Community outreach.

Def•i•ni•tion aθˈletiks

Tactics

• Tactic 1 – Billboard campaign in April and November of both academic years; two per city (Cleveland, Columbus, Cincinnati)

• Tactic 2 – OP Ed Piece about Definition Ohio by Ryan Lombardi. Released in September 2011 to The Columbus Dispatch, The Plain Dealer, The Cincinnati Inquirer, The Dayton Daily News, and The Canton Repository.

• Tactic 3 – Maintain a presence among Twitter and Facebook starting in September 2011. Release Pandora online radio advertisements throughout entire campaign.

• Tactic 4 – E-mail parents quarterly through Ryan Lombardi and Dr. Smith. Promote DefinitionOhio using the Ohio Parent Advisory Council as a third party influencer from parents to parents.

• Tactic 5 – DefinitionOhio: CubClub. Future Bobcats community outreach program first Friday of each quarter.

• Tactic 6 – Athens community WOUB radio campaign airing three times per day, three days a week for three weeks in April 2012 and 2013.

• Tactic 7- Statewide Ohio University bus campaign. Visiting high schools, events, etc to give out Ohio University gear and positive literature

• Thank you!

Questions & Comments