CONNECT CMU Comm Plan
26
CONNECT CMU COMMUNICATION PLAN Team Members: Josh Simon, Maggie Harkrader, Brooke Billmaier, Kirstie Mason August 2016 Woldt Dining OO1
Transcript of CONNECT CMU Comm Plan
CONNECT CMU COMMUNICATION PLAN
Team Members: Josh Simon, Maggie Harkrader, Brooke Billmaier, Kirstie Mason August 2016
Woldt Dining OO1
1
TableofContents
CONNECTCMUCommunicationPlan...........................................................................2
RESEARCH...................................................................................................................2Secondary/PreliminaryResearch:........................................................................................2
Introduction............................................................................................................................2OrganizationAnalysis.............................................................................................................2SocialMediaAnalysis..............................................................................................................3CurrentCustomers.................................................................................................................4IndustryandCompetitionAnalysis.........................................................................................5TheMarketandTargetAudience:Status,Demographics,Psychographics&Technographics................................................................................................................................................9Limitation..............................................................................................................................13
PrimaryResearch...............................................................................................................13PrimaryStudentInterviewAnalysisandFindings.................................................................13PrimaryParentInterviewAnalysisandFindings...................................................................18
OBJECTIVES...............................................................................................................20ImpactObjectives..............................................................................................................20OutputObjectives..............................................................................................................20
AUDIENCE.................................................................................................................20
STRATEGY.................................................................................................................20Objectives..........................................................................................................................20Primarymessages:.............................................................................................................20Secondarymessages..........................................................................................................21
TACTICS.....................................................................................................................21
CALENDAR.................................................................................................................22
MEASUREMENT.........................................................................................................23Facebook............................................................................................................................23Website..............................................................................................................................25
2
CONNECTCMUCommunicationPlan
CentralMichiganUniversityMissionStatement“AtCentralMichiganUniversity,weareacommunitycommittedtothepursuitofknowledge,wisdom,discovery,andcreativity.Weprovidestudent-centerededucationandfosterpersonalandintellectualgrowthtopreparestudents
forproductivecareers,meaningfullives,andresponsiblecitizenshipinaglobalsociety.”
CentralMichiganUniversityCoreValues“Toachieveourmission,weadheretothecorevaluesofintegrity,respect,compassion,inclusiveness,social
responsibility,excellenceandinnovation.”
CONNECTCMUMissionStatement:
“AsapartoftheOfficeofInformationTechnologyatCentralMichiganUniversity,andservicesprovideacost-effectivemobilesolutiontotheCMUcommunityand,inturn,CONNECTCMUCellularServicesiscommittedto
servicingthemobiletechnologyneedsofCMUstudents,staff,faculty,alumni,andretirees.OurdiscountedmobileproductssupportthemissionandvisionofCentralMichiganUniversity.CONNECTCMUstrives
toadvocateforourcustomersthroughaccountability,dedication,integrity,on-campuscapabilities,andclose,personalrelationships.”
COMMUNICATIONPLANMISSION“Usesocialmediatopromoteservices,studentsuccess,campuslife,andmobiletechnologyoncampusthroughtwo-
waycommunication.Wewillstartconversationusing:newtechnology,currentuseoftechnology,CONNECTservicesandpresenceinthe
CMUcommunity.”
RESEARCHSecondary/PreliminaryResearch:IntroductionThepurposeofsecondaryresearchistouseexistinginformationtoidentifywhatcommunicationeffortshavebeenusedbyConnectCMUandcompetitorsinthepast,aswellasgainingabetterunderstandingofouraudienceandmarket.AthoroughunderstandingofallaspectswillhelpusidentifyConnectCMU’sstrengthandweaknessesasweenterconstructionofacommunicationplanandfurtherprimaryresearchandlooktoopportunitiesandthreatstothecompany.
OrganizationAnalysisOrganizationDescriptionConnectCMUCellularServicesisawirelessaccountmanagementservicethatprovideswirelessaccountmanagementservicestoCMUstaff,faculty,students,alumni,retirees,colleges,anddepartments.ServicescutcostsfortheindividualpayersandhelpsupportCentralMichiganUniversity.Theservicebeganin2003andhasbeenincreasingincustomerssince2010.
3
StrategiesandTacticsPaststrategiesincluded:
● Radioadvertisements(2012-13)95.3WCFX;increasedcustomerbase● Flyersduringorientation:werenotatlastorientation;nonoticeablechange● Boothatfreshmanorientation● Mainstagebooth:(2012)WCFXairtime;littletonochange● Attendingfootballandbasketballgames● Onlinepresenceonalumniassociationpages● PromotingviaFacebookandTwitter
○ Photocontest○ DailyTips○ Photosofcustomers○ Photosofnewshipments○ PromotionwithAthletics–“LikeourpagetoWin”○ Photosfromgames○ Tutorialstuff○ Phonephotos○ Jokes
MediaCoverageAnalysis
● CMLife:“Connect:CMUCellularServicesoffersdiscountedplansforstudents”:http://bit.ly/1Xy1dKR
● RTBySpecialOlympics
SocialMediaAnalysis
Facebook Twitter
Likes/Followers 915Likes 537Followers
Interaction(March2016) 4%engag.avg.perpost .01engagementsperfollower
Facebook:SproutSocialAnalysis
● Impressions:Impressionsarealmostsolelyorganic(notviralorpaidfor),whichpresentsthepossibilityofboostingpostsinthefuturewhenitisdeemedappropriate.
● Facebookaudienceconsistsof45%menand55%women,themajorityofwhomareages25-34,followedbytheagesof18-24.
4
● Location:WhilemanyofourcustomerscouldbealumniwhoareallovertheUS,it’simportanttonotethatthevastmajorityofimpressionsweremadeinMt.Pleasant(1.1Kimpressions).OnlyotherlistedlocationsincludedMidland,Winn,Lansing,andClare,MI(allavg.to~65impressionseach)
● ContentType:Linkswerethemostpopularstorytype,followedbyphotos.Itisimportanttonotehere,thatlinkswerepostedmuchmorefrequentlythananyothertype.Therehavealsobeennovideosposted.Contentaboutnewannouncementsandtechnologyseemedtoperformthebest,withhighestreachandengagement.
Twitter● Menbetweentheagesof25-35aretheleadingaudiencecurrentlyfollowing
CONNECTonTwitter.● Littletonointeraction● Sincetransition,avg.engagementincreasedto2xmorethanbefore
CurrentCustomers
5
IndustryandCompetitionAnalysisTheMobileIndustrySummaryandOverallTrends
● Mobiledeviceusehasbeenconsistentlyincreasinginthepasttenyearsandin2014,smartphoneownershipsurpasseddesktopownership.Ithasbeenestablishedinmultiplestudiesthatthemobilemarketisobviouslyimportant–itisnowamatteritinterpretingotherdatatounderstandwhatisimportanttoconsumers.
● Howconsumersresearchproducts:48%startonsearchengines,33%startonbrandedwebsites,26%startonbrandedapps
● Appusagestatistics:http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
● Themarketishighlycompetitive.Playerscreatenewproductstoretaincustomerbases.
● Majorplayers:AppleInc.,AcerInc.,AsustekComputerInc.,GoogleInc.,BenqCorporation,Hewlett-PackardCompany,HuaweiTechnologies,HtcCorp,LGElectronics,MotorolaInc.,MitacTechnologyCorp.,NokiaCorp.,ResearchInMotionLtd.,PanasonicCorporation,SagemWireless,SonyEricsson,SamsungElectronicsCo.,Ltd.andSpiceMobilityLimited.
● TelecommunicationsIndustryOutlook:InterviewwithCraigWigginton:Opportunitiesforgrowth:
○ “Mobiledevicesandrelatedbroadbandconnectivitycontinuetobemoreandmoreembeddedinthefabricofsocietytodayandtheyarekeyindrivingthemomentumaroundsomekeytrendssuchasvideostreaming,InternetofThings(IoT),andmobilepayments.”
○ “Asthenumberofembeddeddevicesthatrequiremobileconnectivitygrows,telecommunicationscompanieswillbelookingforopportunitiestoincreaserevenuethroughtheircorebusinessessuchasnetworkconnectivity,saleofnetworkequipmentanddevices,allofwhichthisemergingecosystemwillrequire,aswellasthroughnewproductsandservicesthatareenabledbythesecorebusinesses.”
○ “Fortelecomcompanieslookingtoexpand,weexpecttoseeacontinuedincreaseinalliancesandpartnershipswhichcanhelpbringavarietyofrequisitecapabilitiesandspeedtime-to-market.Forexample,integrationwithkeyplayersinindustriessuchasretail,automotive,orhealthcareisawayforcarrierstoexpandtheirbusiness,anddosoinawaythatistimelyandlessrisky.”
6
○ “Datausagehasbeengrowingdramatically,particularlyduetostreamingservices,andisexpectedtocontinuethatpathintheyearahead.Wi-Fiusagewillcontinuetobekey.”
○ “VoiceoverLTE(VoLTE)andVoiceoverWi-Fi(VoWiFi)serviceswillalsobeakeyfocustohelpcarriersrationalizenetworksandpotentiallyofferimprovedandexpandedservices.”
○ “Carrierswillneedtoconsiderothernetworkstrategiestobettermanagecoverage,quality,andcapacity.”
○ “Wearablesandsmartphonesaretworelatedareastocontinuetowatch.”
○ “MassivedataconsumptionwillcontinuetogrowwiththeexpansionofIoTandmorestreamingofcontent—especiallyvideo.”
○ “Location-basedservices,suchasmobileadvertising,alsorepresentsignificantpotentialforgrowth.”
○ http://www2.deloitte.com/us/en/pages/technology-media-and-telecommunications/articles/telecommunications-industry-outlook.html
● GrowingMarketConcepts–BusinessInsider:(http://read.bi/1qnfw9I)
1.MobileCommerce2.MobileAdvertising3.MobileApps4.EmergingDevicesAndPlatforms5.MobilePaymentsAndBanking6.MobileHealth
● Forrester2016-------predictions:http://cnb.cx/1Qp6EL7IndustryCompetition
● Corporate“Competition”:Verizon,Sprint,AT&T,T-Mobile● LocalCompetitors/AuthorizedDealers:BasicCommunications,RussellWireless● “Ourowncustomers”becausetheissueisthatitisahassletotransfer
MajorCompetitorsPRandCommunicationStrategies
● CorporateCompetition○ Verizon:
■ Successfactors:globalexpansion,marketshare,customerloyalty,financialposition,servicequality,customerservice,pricecompetitive,management
7
■ “Buildingaworkforcethatreflectsourcustomerbase”“Empoweringwomen”toembracetheirtalentandconfidence”“Nurturingdiversetalentatthetop”–alldisplayVerizon’scommitmenttodiversityandinclusion
■ MarketPosition:heavilysaturatedmarket,networkqualityandcustomerservice(slogans:“Weneverstopworkingforyou”and“Canyouhearmenow?”,integratemarketdivisionsindifferentregionalareastobetterfocusontargetmarketinthatarea
■ Focus:FiOS,Cloud,and4GLTEservices○ Sprint:
■ Successfactors:“TrulyUnlimited”dataplans,“award-winningdevices,”selfproclaimed“first-placecustomerservice”(2012)
■ MarketPosition:remainintop4carriersinnation,continuouslystrivefordiversityinternallyandreachingouttoadiverseaudience-focusedspecificallyonLatinoaudience
■ Focus:“All-InWirelessPlan”(2015),“service,features,functionality”(2008)
■ ○ AT&T:
■ SuccessFactors:MergewithCingular,dealwithApple■ MarketPosition:“AT&Twasn’t‘reliantonconnectingmore
people”inordertoboostrevenue…theserviceswoulddrivemoredatausageandthushelpAT&T’ssales.That’sonewaytodealwithasaturatedmarket”
■ Focus:All-inclusiveservicesMediaCoverageAnalysisofCompetitors
● CorporateCompetition’sLocalMediaCoverage○ Verizon:coverageon102.5WIOG“Canyouspottheflyingdroneatthe
VerizonWirelessstoreinMt.Pleasant?”(Nov.8,2015),ChildAdvocacy○ AT&T:“AT&TBringsfasternetworktoGreatLakesBayRegion”(Jan.31,
2016)○ Sprint:none
● LocalCompetition’sLocalMediaCoverage
○ “MountPleasantoffersvarietyofcellphonecompanychoices”(Oct.8,2005)
8
Summary:Thereisverylittlemediacoverageoncellphoneproviders.Theonlyreasontherehasbeenanythingwasiftherewassomethingnewgoingon.SocialMediaComparativeAnalysis
Facebook Twitter
CONNECTCMUCellularServices
Likes:Post/month
Followers:Posts/month:
RussellCellular
@RussellCellular
Likes:3Posts:none
*Notactivesince2013
Following:1,354Followers:547
Tweets:242RT/Likes:2avg/post
*NotactivesinceNov.2015*generalHQTwitter,not
local
BasicCommunications
@BasicMTP
#NexttoPixiehashtag
Following:9Followers:13Tweets:45RT/Likes:5
avg/post*NotactivesinceNov.2015
*local
Verizon(MountPleasant,MI) Likes:19Posts:none*Notactive
NolocalTwitter*peopledotweetabout
them
AT&T,913PickardSt.MountPleasantMI
Likes:333Posts:Avg.1/day
NolocalTwitter*peopledotweetabout
them
Sprint NolocalSprintpage
NolocalSprintTwitter
OverallTrendsandSuccessfulPosts
● Overall,therewaslittleengagementandlowactivityonsocialmediawithallcompanies.
● BasicCommunicationspromotedonsocialmediabygettingtheircustomerstopostaphotointhestorewithashoutouttotheemployeesandthehashtag#NexttoPixie
● AT&T(Pickard)regularlypostsvideosaboutnewproductsandtricks
9
TheMarketandTargetAudience:Status,Demographics,Psychographics&TechnographicsStatusCONNECT’saudienceincludestheentireCMUcommunity,includingstaffandfaculty,students,alumni,retirees,collegesanddepartments.Inaddition,theserviceprovidedcanbeextendedtofamilymembersoftheCMUcommunity,andparentsofstudentscouldbetargetedasanaudience.
CMUStudent:DemographicsCurrentStudents:CentralMichiganUniversityboastsastudentpopulationof26,968,accordingtoForbesLists(2015).Thisincludesbothgraduateandundergraduateprograms.87%ofthesestudentsareenrolledasfull-timeandon-campus.44%aremaleand56%arefemale.Enrollmentdataregardingstudentrace/ethnicityisasfollows:
CMUStudent:Psychographics
Demographicdataalonedoesnotpaintacompletepictureofthestudentpopulation.Psychographicdataisequallyimportanttothesuccessofanybrandawarenesscampaign.AsCONNECTCMUislookingtoincreasebrandrecognitionatCentralMichiganUniversity,thisinformationmustalsobeanalyzed.
10
AccordingtoastudybytheUniversityofOregon,therearethreekeypsychographicthemesthatspanthemillennialgenerationand,consequently,thecurrentstudentpopulationatCentralMichiganUniversity(Wright,2006).
1. Millennialsareenvironmentallysensitive,culturallydiverseandsociallyaware.Theyalsoexpecttohaveavoiceintheseissues.Theytendtovalueandsupportorganizationsthatsharetheirbeliefsinregardstotheseissues.
2. Millennialsarehighlyinfluencedbytheirpeers.Theyrespondwelltoplayfulnessandfun,andtendtosupportcompaniesandorganizationthatutilizethesetactics.
3. Millennialsexpectinstantgratification.Theyaretechnologicallyinclinedandexpectinformationtobeimmediatelyavailable,regardlessoflocationorform.
Thisinformationiscrucialtodesigninganeffectivecampaign.Ittellsusthatcollegestudentsarelookingtogetinvolved,theywantorganizationstospeakdirectlytotheminavoicethatresemblestheirownandtheyexpectthisinformationtobereadilyavailable(Wright,2006).
CMUStudent:Technographics/MediaUsageUsingourpsychographicdata,weknowthatcollegestudentsaretechnologicallysavvy.Inordertomakeourcommunicationwiththemaseffectiveaspossible,wemustalsoknowhowtheyareusingtechnologyandonwhatplatformstheyaremostactiveandinclinedtointeractwithanorganization.AccordingtoanarticleinStudyBreakMagazine,collegestudentsareInternetdrivenandspendthemajorityoftheirtimeonlineonsocialmediaplatforms.Themostpopular,95%ofstudentssurveyedactiveonthesitesincludeFacebook.TwitterandInstagramwereclosesecondswith80%and73%respectively.Otherplatformsofnote:Pinterest,LinkedInandVine.
11
Studentsweremostactiveontheseplatformsintheevening,7-10p.m.55%saidqualitycontentwasacontributingfactorintheorganizationalpagesthey‘like’onFacebook.75%saidtheyusetheirsmartphonestoaccesssocialmediaonadailybasis(Viner,2014).
CMUFacultyandStaff:Demographics
TotalEmployees 2661
FullTime 2542 96%
PartTime 119 4%
Minorities 298 11%
Female 1477 56%
Male 1184 44%
CMUProfessorAverageSalary(fromChronicleData)(top=4yearpublic;bottom=CMU)
Demographicsbasedonaveragesalarywillvaryamongsalaryranges.Collegeprofessorsarerelativelyfinanciallystable.Themajorityofstaffarefull-time,andaccordingtoChronicleData,professorswithinthisgroupatCentralMichiganUniversitymakeanaverageof$100k/year.
ParentsTheparentofanaveragemillennialisaGenXer.Whilelessactiveonsocialmediathanmillennials,theyarerelativelytechnology-savvyandhaveassimilatedtoourtechbasedcultureforconveniencepurposes,ratherthansocialaspects.GenerationXrespondstovideoandtelevision(eMarketer).Theyarefinanciallyawareandvaluedealsand
12
affordabilityinproducts.AccordingtoastudyatUniversityofMichigan,GenXerswhoareparentsreportedahighlevelofinvolvementintheirchildren'slives.
AlumniAlumniareauniquetargetaudiencebecausetheiragesandsocioeconomicstatusvarythemost.However,studentdemographicscanbeprojectedonthem,andweseethatthereisstillalowlevelofracialdiversityandarelativelyevenpercentageofmaleandfemalealumni.Duetothewiderangeofages,psychographicsalsovarythemost.However,astheyarecollegegraduates,itcanbeassumedtheireducationlevelandfinancialstatusisoftenhigherthannon-grads.Themostcommontraitamongallalumni,though,istheirallegiancetoCMUandbeingapartoftheuniversity.SWOTAnalysis
Strengths· Uniqueservice· Abilitytoprovideservicetothosewhoalreadyhaveit· Everyoneusesproduct
Weakness· Lackofawareness· Difficulttolocate· Inconvenient
Opportunities· Risingdemandforsmartphones· Offeropportunity· On-campus
Threat· Whatplansotherscanoffer· Possiblemisunderstandingofrelationshipwithuniversity(subsidization)
FindingsandImplications
● MostImportantFindings:○ ThereislowmediacoverageofCONNECTandphonecompaniesingeneral.○ Phonecompaniespromoteawidevarietyofaspectsaboutthecompanyandservices
offered(rangingfromtopicssuchasdata,customerservice,coverage,anddiversity).○ Themarketisbecomingincreasinglypopularandallaudiencesusephones.
● AwarenessImplications:ThereislikelylowawarenessofCONNECT’splans,services,anddevices.Wewilllikelyneedtoaddressanyconcernswithconvenienceandlocationthroughmarketresearch,surveys,interviews,andfocusgroups.
● AttitudeImplications:OncewecanunderstandgapswithinCONNECT’spresenceinCMU,attitudestowardsCONNECTandcellphonesingeneral,thisshouldincreaseoverallcustomer’sandlinesofservice.
● BehaviorImplications:Wewillalsoinvestigatetheoverallinteractionof,behaviorof,andunderstandingofCONNECT,toseewhatservicesaremostbeneficialandwhatshouldbeimprovedupon.
13
LimitationThelimitationofsecondaryresearchisthatitisnotspecifictoourorganization.Thedatamaybedated,andprimaryresearchmaybemoredirectlyapplicabletoanyfindingsmade.PrimaryResearchPrimaryStudentInterviewAnalysisandFindingsTrends:
• Behavioro Parentspayo Unlimitedeverythingo iPhonesarethemostpopulardeviceso Verizonismostpopular
• Awarenesso Moststudentsareunawareofthespecificsoftheirplano ThereisverylowawarenessofCONNECTservicesandlocationo ThosewhowereawareofCONNECTheardthroughwordofmouth
• Attitudeo Coverageandaffordabilityarethemostvaluedaspectsofaplano Manypeople's’hesitationtotryCONNECT’sserviceswasoftendueto
misunderstandingabouttheservice,orlackofawareness• MediaUse
o TheCmichwebsiteiswherestudentsgowithquestionso Emailislikelythemosteffectivemediachanneltoreachoutthrougho Facebookisthemostpopularsocialmediaplatform
Misconceptionstotackle:
• Itisseparateservice(meaningtheywouldnotbeabletohaveservicethroughtheircurrentprovider)
• Ourservicewouldnotsavethemmoney• Theycanonlybecustomersiftheyarestudents• Parentscannotgetonaplaniftheyweren’tstudents
SWOTAnalysisStrengths
• VerizonandAT&T• Affordability
Weaknesses• Noofficial“familyplans”
• Lackofsocialpresenceoncampus• Lowunderstanding&awareness
• Location
Opportunities• StudentEmail
• Clearingupmisconceptions• Givestudentsreasontotellparents
• Willingnesstotryservice• Moredatathanotherproviders
Threats• Notbeingabletoreachparents(primary
purchaser)• Possiblynotabigenoughincentive
14
StudentInterviewResults(26interviews)
15
16
17
18
PrimaryParentInterviewAnalysisandFindingsTrends:
• Behavioro 90.91%ofparentssaystudentsareonafamilyplanwiththem,(18.18%ofparents
requiretheirstudenttopayfortheirportionofthebill)o 86.36%ofparentshaveservicethroughSprint,Verizon,orAT&To Verizonismostpopularat45.45%ofallproviderso 33%paidmorethan$200/month,24%paid$141-170,And14%paid$171-200o 57.14%have4linesontheirplan
• Awarenesso 77.27%ofparentsareunawareofConnecto Ofthosewhohaveheardofit,100%werethroughwordofmouth-nonethrough
email,radio,cmichwebsite,facebook,orathleticevents• Attitude
o Coverage(52.96%)andaffordability(35.29%)arethemostvaluedaspectsofaplano 54.55%ofparentsreportedtheywouldbeinterestedingoingthroughConnect
CMUtogetadiscountedrateonphoneservicethroughSprint,Verizon,orAT&To It’simportanttonotethattheywerenotgivenan“Idon’tknow”or“Needmore
info”option,sointerestcouldchangeafterincreasingawareness/education• MediaUse
o 72.73%ofparentsprefertostayconnectedwithCMUservicesthroughtheirstudent,soitmaybebeneficialtogivestudentsincentivetoinformparentsaboutConnect
o 31.82%ofparentsprefertostayconnectedwithCMUservicesthroughemailo 27.27%ofparentsprefertostayconnectedwithCMUservicesthroughCmich.edu
Misconceptionstotackle:• Itisseparateservice(meaningtheywouldnotbeabletohaveservicethroughtheircurrent
provider)• Theycanonlybecustomersiftheyarestudents(andwillhavetoendservicewhenno
longerastudent)• Parentscannotgetonaplaniftheyweren’tstudents
SWOTAnalysisStrengths
• VerizonandAT&T• Affordability
Weaknesses• Noofficial“familyplans”
• Connectedtostudentaccount• Lowunderstanding&awareness
• Location
Opportunities• StudentEmail
• Clearingupmisconceptions• Givestudentsreasontotellparents
• Willingnesstotryservice• Moredatathanotherproviders• Unsatisfiedwithpricesoffered
Threats• Notbeingabletoreachparents(primary
purchaser)• Possiblynotabigenoughincentive
19
ParentInterviewResults(21Interviews)
20
OBJECTIVESImpactObjectives1. Informational:RaiseawarenessofourserviceswithintheCMUcommunityand
clearupmisconceptions(makesuretheyknowwhatprovidersweofferandwhoourservicesareavailableto).
2. Attitudinal:CreateapositiveattitudetowardCONNECTservicesaswellasourplacewithintheCMUcommunity.
3. Behavioral:CausetargetaudiencetolookmoreintoourservicesandultimatelyobtainservicethroughCONNECT.
OutputObjectives1. Reach900likesbyNov12. Reach1000likesbyspringbreak3. Increasewebhits5%byNov14. Increasewebhits10%byspringbreak5. Increaselinesby5%byNov16. Increaselinesby10%byspringbreak
AUDIENCE1. Currentpossiblecustomerscanbebrokendownintothefollowinggroups:
1. Faculty/staff2. Alumni3. Retirees4. Students:Prospective,current,freshmen,upperclassmen
2. Otherpublicsmaybecomprisedof:1. Management/staffmembers:thosewhointeractwithcustomersshould
beawareofCONNECT’sgoaltoincreasefocusonCMUandsuccess2. Alliances:fellowCMU-relatedcompaniesandpages
STRATEGYObjectives:
• IncreaseawarenessofConnectCMU'sservicestostudents,parents,faculty,staff,alumniandretirees.
• Increasecontractssignedbystudents,faculty,staffandalumni.Primarymessages:
• ConnectCMUserviceisavailabletoallCMUcommunitymembersincludingstudents,faculty,staff,alumni,retirees,CMUHealthcareemployees,anduniversitycolleges,departmentsandserviceunits.
• ConnectCMUoffersplansthroughthecountry’stopmobileproviders—AT&T,SprintandVerizon—atasignificantlylowerrate.Userscansaveupto##%ontheirmonthlyplan,averaging$###insavingseachyear.
21
• MembersoftheCMUcommunitycaneasilytransfertheiraccountfromAT&T,SprintorVerizontoConnectCMU—withoutbreakingtheircontract,losingtheirexistingphonenumberorsacrificingreliability.TransferringyourservicetoConnectCMUsimplyrequirestwoformsthatcanbesubmittedbyemail,fax,mailorinperson.Youcaneasilyaddtoorchangeyourplanatanytimethroughanonlineform.
• YouareeligibleforanupgradeeveryyearwithConnectCMU.Toreceiveyourdevice,youcanchoosefreedirectshipping,campusdeliveryorpick-upinWoldtHall.
Secondarymessages• ConnectCMUcustomershaveoptionsforunlimitedtext,unlimiteddataandavarietyof
minuteplans.• ConnectCMUcustomershaveaccesstotopcellphonebrands,includingApple,
Samsung,Blackberry,LG,DroidandHTC.• ConnectCMUoffersmobilehotspotswithunlimiteddata,aswellasavarietyofdata
plansfortablets—whichcostanaverageof##%lesseachmonthwhencomparedtoothermajormobileplans.
• Studentscanhaveuptothreephonesontheiraccount.Faculty,staffandalumnicanhaveuptofivephonesontheiraccount.
• Ifyou’renothappywithyourdevice,youcanreturnitwithin14daysofpurchase.
TACTICS
• TableAthleticsEvents• EHSDigitalDisplay• AlumniAssociationFB• Createnewhandout• ResidenceHallSigns• CampusMailer• VolunteerOpportunity• LeaderadsonAtheticsFB• CentrallinkScrollerAd• PromoteCONNECTFBPage• CMUTodayEmail• StudentEmail• UnlimitedVerizonPromo• CONNECTwiththeRoad• FinalsWeekEvent-CONNECT
Office• RadioAdvertisement
• BrochureDistribution• GivingPromotion• Mainstage• TableTent• TableinUC• Solidifyscheduieforpromoted
FBposts• SEO• MoreSMcontests• Findwaytotakephotos• Incentivizeforstudents• Howareparentsemailed
(discusswithUcomm)• RepeatCentralLinkGraphic• RevisitCONNECT'sMission• Restartinternalnewsletter• Blogposts
22
CALENDARAUGUST2016
• AlumniAssociation(websitebutton,facebook),• EHSdigitaldisplays,• BegindesigningsignageleadingtoCONNECT
SEPTEMBER2016
• Football
OCTOBER2016• ReslifePosters• On-CampusMailer(staff)
NOVEMBER2016
• Staffvolunteeropportunity
DECEMBER2016• SocialMediacompetition,christmasspecial,switchreferralspecial
JANUARY2017
• Centralinkgraphic• Athleticsledger• NewSMcontest
FEBRUARY2017
• FacebookPostBoost• CMUStudentemail
MARCH2017
• CMUTodayemail• Brochuredesign–distribute
APRIL2017
• UCTableTent• FutureMarketingTempRecruiting
MAY2017
• IncentivizeFBlikes• OurCMUstory?
23
MEASUREMENTFacebook
24
25
Website
050100150200250300350400450500
020040060080010001200140016001800
UniqueUsers
Hits
Daily
Hits
UniqueUsers
02000400060008000100001200014000
050001000015000200002500030000350004000045000
2014-04
2014-07
2014-10
2015-01
2015-04
2015-07
2015-10
2016-01
2016-04
2016-07
2016-10
2017-01
UniqueUsers
Hits
Monthly
Hits
UniqueUsers
