Spring 2011 Marketing Plan

Studio One Marketing Plan

Season 47

Spring 2011

Table of Contents

Marketing Team Bios

Executive Summary

Product Review

Audience Review

Target Audience

o University of North Dakota students

o Grand Forks community

Secondary Audience

o Potential telecast viewership

o Web site viewership

Television Market Information

Current markets and potential growth

Telecast Schedule

S.W.O.T. Analysis

Goals and Strategies

Action Plan

Budget

Evaluation

Marketing Team Bios

Maren Bardal Audience Development | Tour Guide

Maren Bardal is a senior at the University of North Dakota. She is a Communications major with a double minor in Criminal Justice and Political Science. Bardal brings journalism experience to the Studio One marketing team. As a senior in high school she participated in a mentorship with the Twin Cities’ Star Tribune. In this internship she participated in interviews and observed stories develop from beginning to end. Bardal is from Chaska, Minnesota. She has a black lab named Dash and a yellow lab named Jake. She enjoys being taken on walks by them around Lake Minnetonka in the summer.

Jess Butler E-News Writer | Photographer Jessica Butler comes to UND from Grand Rapids, MN. She is a senior at pursuing a major in communication/public relations and an English minor. She is new to the Studio One marketing team this semester. Her responsibilities include greeting guests on show days, taking photos and writing E-news letters to Studio One alumni and friends. She is the recipient of the Grand Forks Herald Communications scholarship and the captain of the UND Women’s track team. Jessica also holds two UND school records in track. She enjoys volunteering at the local Humane Society, baking and training for the upcoming Grandma’s Marathon.

Nicholas Byrne Audience Development | Green Room

Nicky Byrne left his hometown of Aspen, Colorado to pursue a double major in Air Traffic Control and Communication at UND. This is his first semester working with the Studio One marketing team. Byrne brings experience to the program. He is involved with several organizations on campus including: SATCA, Advertising Club, Geography Club and is the Vice President of Programming for the Sigma Phi Epsilon fraternity. Byrne is a positive leader who is always optimistic. He is an avid traveler and seeks to immerse himself in new ideas, culture, and perceptions. Along with taking advantage of educational opportunities, he constantly strives to better himself to his fullest potential and when needed, examine his faults.

Glendon Gengel News Release Writer | Tour Guide Glendon Gengel has been with Studio One for four semesters. He has been a photographer, Web designer, Web assistant, greeter, tour guide, and graphic designer. During his time with the internship, Gengel has received the Studio One Recognition of Excellence, 2nd place in Ad Design at the Midwest Journalism contest, and been published in four separate international magazines for graphic design as well. This level of recognition has led him to work for Christian Eggert Violins as their Web designer for the last two years. Aside from mastering Adobe Photoshop, Gengel also loves beverages with enough caffeine to kill an African bull rhino and hopes one day to be a billionaire rock star/ astronaut/ ninja or more realistically to promote bands he really likes.

Kelly Grover Audience Development | Web Assistant | Greeter

Kelly is a senior at the University of North Dakota pursuing a BBA degree in Business Marketing and a minor in Political Science. She plans to graduate in the fall of 2011. She is currently working with the Studio One marketing team as the Web assistant and greeter on show day. She is also a member of the audience development team during the week. When Grover isn’t studying or promoting Studio One, you can find her hanging out with friends, working out or running with her dog.

Katie Haarsager Audience Development | Green Room

Katie Haarsager is joining Studio One for her 2nd season with the Marketing Team, serving in the past as Web designer. This season she will be a green room attendant assisting the many talented guests that appear on the show. In addition to her green room position she will be working on the audience development team recruiting students, community members, and many others to sit in our live audience! In addition to her work on Studio One, Haarsager is also interning with the North Valley Arts Council as a social media, marketing, and public relations assistant. This includes updating their many facebook pages and writing for NOVAC’s blog, So much to do in Grand Forks! featured on the Grand Forks Herald Web site. Katie is a senior at the University of North Dakota in the Communications program. Her English and Non-Profit Minor’s keep her busy as a member of the Non-Profit Leaders Student Association, Student Ambassadors, and as an intern with the UND Alumni Foundation. Her hometown is Mohall, North Dakota where she likes to spend time with her family. In her spare time she can be found enjoying the student life by spending her disposable income on handbags.

Victoria Hvaring News Release Writer | Tour Guide

Victoria Hvaring was born and raised in Narvik, Norway. She moved to North Dakota in 2008 to pursue her bachelor's degree in Marketing at the University of North Dakota. She is in her second semester on the Studio One Marketing Team. In this position her responsibilities include putting together a marketing plan, presenting the marketing plan to the Executive Council and implementing scheduled items of the marketing plan. Victoria's role also writing press releases and giving tours during the live shows. Hvaring is also active with other organizations. She is involved in the Association of Norwegian Students Abroad (ANSA) North Dakota, and a member of the National Society of Collegiate Scholars (NSCS) and Sons of Norway. When she is not busy with Studio One projects, school or organizational work you are more than likely to find her nose deep in one of the seven Harry Potter books.

Hayley Kuntz Audience Development | E-News Writer | Media Producer Hayley Kuntz is a Grand Forks native and junior at UND. She brings experience to Studio One as a returning member of the marketing team. Last semester Kuntz enjoyed her position as a tour guide and member of the audience development team. This semester she will take on the responsibility of being an E-News writer and media producer. Kuntz is majoring in communication with a minor in graphic design technology, and plans to pursue a career in advertising or public relations after graduation. In her spare time away from schoolwork and Studio One, she enjoys photography and loves her job at Gap.

Cody Orr Web Designer

Cody Orr is currently an undergraduate pursuing a Bachelor of Communications degree at the University of North Dakota. He brings graphic design and management experience to the project. Orr has completed a Digital Imaging course that used the Adobe graphic design programs and Dreamweaver Web design software extensively. He also holds the title of Student Manager at the Wilkerson Dining Center on the University of North Dakota’s campus. This semester Orr is the Season 47Web Designer. He is responsible for maintaining sections of the Studio One Web site. Additional responsibilities include developing promotions and advertisements to help promote the program and internship opportunities. In addition to his work, academics and internship, he is also an active member of the Grand Forks Kem Shrine since 2007.

Bethany Stender Student Marketing Director | E-News Writer Bethany Stender is starting her fourth semester on the Studio One marketing team. This is her second semester as the student marketing director. She brings her marketing expertise and leadership to the Season 47 team. Stender has experience developing a studio audience, writing press releases and promoting the program from her past positions on Studio One. Stender is a senior in communications at the University of North Dakota. She plans to use her internship experience to pursue a career in sports marketing after graduation. When she is not working at Studio One, you can find her practicing in the dance studio, watching the Minnesota Twins or enthusiastically supporting the Fighting Sioux at hockey games.


Season 47

Spring 2011

Studio One Executive Summary

Relationship Focused

The marketing team plans to build a relationship with University of North Dakota students

through personal interactions. Surveys show that strategies that are personalized are more

effective in recruitment that “one size fits all” approaches. The team can use this approach to

tailor their marketing message depending on the potential applicant’s interests.

Team Dynamic

The Season 47 marketing team is composed of six returning students and four new members.

Several aspects of the team will give added advantages throughout the season. This marketing

team has strength in numbers. There are more members than usual on this semester’s

marketing team which is a benefit in several ways. A new position was created in order to

create media and promote various sections of the show. Extra members will also help with

intern coverage at booths, events and radio appearances. Not only are there more members,

but there are many returning students to the marketing team this season which gives the added

benefit of experience. One of the marketing interns was a member of the news team. The fresh

perspective, experience and knowledge she brings, will be of great value to the Season 47

marketing team.

Surveys

The marketing team is always looking for ways to improve in order to specifically tailor

messages toward the students during recruitment. By gathering information through

surveys, the team is able to gain a perspective of students’ wants and needs. In past

semesters, the marketing team has surveyed current interns about why they applied for

Studio One. Just last semester, the team started surveying non-intern students. The

team has again been able to survey the University of North Dakota student body. Matt

Bakke, the UND student body president sent out the survey to all students.

The survey focused on internships and specifically Studio One. Here are a few sample

questions UND students were asked:

o Does your major require an internship?

o What do you look for in an internship?

o Have you heard about Studio One?

o Are you aware of the internship opportunities available at Studio One?

o Have you ever thought about applying for Studio One?

Between the two surveys, there are around 500 responses. The marketing team will be

able to compare and contrast the results of last season’s survey to the results of this

season’s survey. The marketing team is still perfecting their surveying methods. The


Season 47

Spring 2011

number of students who responded this semester dropped by a considerable amount.

The team will work to identify why this happened and how they can improve the process.

According to the current results of the survey, most students are not required to have an

internship in order to graduate. One of the main reasons that students have not applied

for an internship with Studio One, is because most do not feel it applies to their career

field. The results also show that most students are looking for job related experience.

The marketing team will use this information to better explain how the Studio One

internship can benefit students in a variety of majors.

Surveys allow the marketing team to base plans off of an unbiased student sample. This

type of assessment also allows the marketing team to track their progress over the

semester.

Tagline

Words evoke emotions. The marketing team developed the tagline: Your future in focus, to

help illustrate what the internship experience can offer students. Campus wide surveys show

that UND students want job experience for their future career. This tagline fits Studio One

because it establishes that the program can have an impact on students’ futures.

Trademark

Studio One is now a registered trademark of the University of North Dakota.


Season 47

Spring 2011

Product Review

The Show

Studio One is a one hour weekly telecast that is produced by staff and

students at the University of North Dakota. The show is similar to morning

news shows. The concept for Studio One was developed by UND student

Tom Buehring and Director of Television Barry Brode in 1986.

Since the initial episode Studio One and individual students have received

526 regional and national awards. The show has grown to an potential

audience of 4 million across the Midwest and prairie regions.

Audience Attendance

4300 James Ray Dr. Stop 7307

Grand Forks, ND 58202

Ph. (701) 777– 4346

Fax: (701) 777– 4342

E-mail: [email protected]

Program

Founded: 1986

Single Office

Employees: 8

Season 47 Interns: 44

Non-Profit

Staff:

Barry Brode

Director of Television

Stephanie Flyger

Studio One News Director

Suzanne Irwin

Director of Marketing

Monte Koshel

Studio One Executive Director

Marv Leier

Director of Creative Services

Scott Lima

Production Manager

Dale Ricke

Chief Engineer

Lori Shafer

Budget Specialist

Studio One is located in the Skalicky Tech Incubator, live shows are free

and open to the public. The audience also receives a tour of the

television center before the show starts. The Audience Development team

works on marketing the show to potential audience members to try and

get a greater attendance. The past three years the team has tracked the

attendance to see how effective their work has been.

Underwriters

Studio One allows University programs to promote their products and

services to the viewers of the show. Underwriting makes it possible for

Studio One to provide a quality news program. In return for their support,

the Television Center produces a thirty second promo for clients.

Legal Status

Studio One is registered with the U.S. Patent and Trademark Office on

October 12,2010. Parties using the trademark should be notified of the

registration and should include in any such statement to the effect of:

STUDIO ONE is a registered trademark of the University of North Dakota

and is used with permission.


Season 47

Spring 2011

The Internship

Studio One offers an extensive internship program to students in all areas of

study at UND. The internship provides a professional, on-the-job experience in

an educational environment, a chance to make valuable contacts and an

opportunity to work on an award winning project. There are six teams that

create and produce the live telecast each week: News, Programming/Feature,

Production, Marketing, Weather and Graphics.

The News and Feature teams are trained in reporting, writing, shooting, editing

and anchoring. The News team is responsible for producing two news

segments and two sportscasts. The Programming team produces feature

stories, guest segments and entertainment news.

The Weather team works closely with the University of North Dakota’s

Aerospace Network (ASN) and a television studio to produce One weather seg-

ments.

The Production and Graphic teams are trained to run equipment that produces

the live show each week. They create visual communication through graphic

images, lighting, camera movement and directing.

Season 47 Student Directors:

Julie Bech

Programming Team

Mike Blees

Graphic Team

Jason Kayati

Production Team

Matt Saari

Weather Team

Bethany Stender

Marketing Team

Amy Unrau

News Team

Current Underwriters:

UND Alumni Association &

Foundation

UND College of Business &

Public Administration

UND Department of Music

UND Division of Continuing

Education

UND Environment & Energy

Research Center (EERC)

UND Graduate School

UND School of Engineering

and Mines

UND School of Medicine

&Health Sciences

UND Pathology Program

UND Occupational Therapy

Program

UND Women’s Center

NDAD (CC)

Listen Center (CC)

Alumni

Over 700

Alumni

Communication

32 Jobs

There have been over 700 interns since the start of Studio One, many have

received occupations, and opportunities that have come from their training

and experience working on the show. Studio One strives to stay in touch

with the alumni and keep them updated on the new things happening within

the program.

Marketing/

Business

45 Jobs

Meteorology

13 Jobs

Broadcasting

41 Jobs

Photography/

Graphic & Web

Design

26 Jobs

Reporters

21 Jobs


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Spring 2011

Producing the Show

It takes the students and staff of Studio One a lot of time and effort to produce one 60 minute show.

There are six teams, eight staff members and five student directors that all work together to produce a

show. The teams spend the week having meetings, working on assignments and projects, editing

content and spending time out in the community promoting the show. Studio One has state of the art

equipment and a hard working team that produces a quality product. Below is an estimate of each team

and the hours that members spend working on the show.

Total hours to

produce one

show:

240 hours

Marketing Team:

Audience Development—6 hrs

Meetings: 10 hrs

Events on Campus: 5 hrs News Team:

Meetings: 12 hrs

9 Segments: 27 hrs

Student Directors:

Meetings: 5 hrs

Production Team:

Meetings/editing: 78 hrs

Weather Team:

Graphics: 2 hrs

CNN: 2 hrs

Meetings: 6 hrs

Weather Package: 5 hrs

Programming Team:

Meetings: 11 hrs

Content: 15 hrs

Staff:

50 hrs

Graphics Team:

Designing: 6 hrs

Professionalism


Season 47

Spring 2011

Target Audience Student Body

The Studio One internship consists of one primary audience for generating interns:

1. The student body of The University of North Dakota

The student body of The University of North Dakota is a key demographic for the

marketing of Studio One. This demographic consists of potential audience members as

well as future interns. Studio One values motivated students interested in experiencing

the benefits the internship has to offer.

To better understand this target market, the Studio One Marketing team constructed two

surveys: (1) an internal survey aimed at the current Studio One interns, and (2) an

external survey electronically distributed to the UND student body. These surveys

enhance the marketing team’s understanding of how familiar UND students are with the

Studio One television show and internship program. In addition, the surveys provide

information about the reasons students apply for an internship and how they heard about

the program.

o In the internal survey, current Studio One interns were asked about how they first

heard about the internship and reasons were for applying.

o In the external survey, enrolled students of The University of North Dakota were

asked about when they first heard of Studio One, their knowledge of the

show/internship, the reasons behind why they have applied or not applied to the

internship, and what they look for an internship in general.

To better understand the demographic of The University of North Dakota student body,

the Marketing team researched the student body profile data provided by the UND

Enrollment Services Web site. Students likely to apply are those interested in

internships, as well as those associated with specific majors. Based on previous data,

interns at Studio One show that these five colleges are the most likely to apply for an

internship:

1. Arts & Sciences

2. Business & Public Administration

3. Aerospace Sciences

4. Undecided

5. Honors


Season 47

Spring 2011

4,555

Students

Studio One is interested foremost in students pursuing degrees in Communication,

Business, Marketing, and Meteorology. Based upon alumni statistics and currently

enrolled interns, these majors compose the largest make-up

composition of the interns at Studio One. With this knowledge, the

marketing team is focused on being present and bringing awareness

in areas where there are a large concentration of students.

Based on previous Studio One information, the market which is most likely to apply for a

Studio One internship is sophomores and early-level juniors. An objective of the

marketing team is to focus on students who are early on in their college career, as this

will give them the opportunity to spend several semesters at Studio One, which creates

interns that are familiar with the Studio One environment.

5,874

Students


Season 47

Spring 2011

Fall 2010 External Survey Results:

What do you look for when

you apply for an internship?

Future job opportunities 74%

Location 31%

Paid Position 69%

Number of credits received 32%

Professional experience 82%

Networking 68%

Job Related Experience 87%

Fun 59%

Chance to travel 34%

Stickers on coffee sleeves 4%

Nomination form 1%

XL 93 5%

Table tents16%

From a friend 29%

Posters 18%

Classroom presentation 25%

“The BIG Event” 2%

Night Life 4%

Teacher recommendation 5%

Tour of facility 3%

Studio One Web site 6%

Internship coordinator 3%

Booths on campus 12%

Memorial Union display case 7%

Cable channel’s 3 & 17 17%

Studio One open house 1%

UND Homecoming Parade 3%

Attended live show 1%

Academic of faculty advisor 3%

No knowledge of show 25%

No knowledge of internship 33%

Other 4%

How did you first hear of Studio

One television show or internship?

Did you know that Studio One

has available internship

opportunities?

Yes 47%

No 54%

I’ve applied for an internship 2%


Season 47

Spring 2011

Spring 2011 External Survey Results:

Future job opportunities 60%

Resume builder 50%

Paid position 40%

Receiving academic credit 37%

Professional experience 78%

Networking 57%

Job related experience 87%

Location of internship 51%

Enjoyable work environment 68%

What do you look for when

you apply for an internship?

Other 2%

Have you seen any Studio

One Advertising?

Studio One Web site 6%

Other 4%

Posters 45%

Channel 3 & 17 ads 29%

Dining center table tents 52%

Memorial Union display case 35%

Coffee sleeve stickers 19%

N/A 16%

Social media 4%

Has anyone ever talked

to you about Studio One?

Teacher recommendation 3%

N/A 43%

Received nomination 0%

Internship coordinator 6%

A friend 41%

Tour of facility 3%

Classroom presentation 22%

Studio One shirts on students 4%

Attended a live show 3%

Other 2%

Did you learn about Studio

One at any of these events?

XL 93 Countdown at 8 20%

Night Life event 37%

UND Homecoming parade 17%

Tailgating at Homecoming Game 17%

Other 30%

Fall 2010 surveys were based on 286 respondents.

Spring 2011 surveys were based on 70

respondents.


Season 47

Spring 2011

Target Audience Grand Forks Community Studio One’s primary target market is comprised of North Dakota and Minnesota. It is within this market that most people watch the show or attend production. Also, many potential UND students and/or future Studio One interns exposed to the show in this market because of increased awareness through marketing efforts.

Grand Forks Community

Those who watch the

show

Those who attend the production

North Dakota/Minnesota


Season 47

Spring 2011

Breakdown of Production Attendance

*This graph illustrates the people who attend the show from the surrounding community area. Pinpointing which specific areas draw attendance demonstrates which marketing efforts are successful in creating audience members.

23%

27% 10% 4%

5%

26%

5%

High School Students

Family Members- Langdon,Williston, Bismark, Fargo,Delano, Hermantown and Hallock

Classroom presentations- UND students

OLLIE program- GF Chapter

Email invitation

From a friend

Other


Season 47

Spring 2011

Secondary Audience

A strong secondary audience is of significant value to Studio One as well as UND. Exposure in other areas is a great branding and marketing tool. Those who watch the show in these areas may develop a better understanding as to what Studio One and our university represent. The show also becomes more valuable to the underwriters as Studio One gains more national exposure.

Other Markets

Develop UND presence

Promotes show Makes it more

valuable to underwriters

Denver 610,000

Colorado Springs 400,000

Grand Forks, ND 51,216

Minneapolis/St. Paul 650,000

Minot 36,256

Steele 641 Ray

552

Dickinson 16,265

Bismarck 61,217

Jamestown 14,687 Fargo

95,556

Winnipeg, Manitoba Pop. 633,451 (2006)

Brandon, Manitoba Pop. 41,511 (2006)

http://www12.statcan.ca/census-recensement/2006/dp-pd/prof/92-591/details/page_Flags.cfm?Lang=E&Geo1=CSD&Code1=4611040&Geo2=PR&Code2=46&Data=Count&SearchText=Winnipeg&SearchType=Begins&SearchPR=01&B1=All&Custom=&Flag=

http://www12.statcan.ca/census-recensement/2006/dp-pd/prof/92-591/details/page_Flags.cfm?Lang=E&Geo1=CSD&Code1=4607062&Geo2=PR&Code2=46&Data=Count&SearchText=Brandon&SearchType=Begins&SearchPR=01&B1=All&Custom=&Flag=


Season 47

Spring 2011

Web site viewership among secondary audience

The numbers of Web viewership are from Google Analytics embedded in the Web site. This graph illustrates the Web viewership traffic generated from the secondary audience. Studio One has proven to be successful in grabbing the attention of those within the secondary audience.

Minneapolis

Grand Forks

Fargo

St. Paul

Colorado Springs

Denver

Winnepeg


Season 47

Spring 2011

*This information was also derived from Google Analytics. The graph represents the number of Web site clicks from areas outside the U.S. This information demonstrates that Studio One reaches beyond U.S. borders.


Season 47

Spring 2011

Telecast Market Review

The location and number of households in our market is important information. It helps the marketing team determine potential viewers and identify areas where the program could expand. This semester, the marketing team plans to look for additional markets. The more viewers Studio One reaches the more valuable the program. Studio One underwriters that support the show may be more likely to continue to support the program when markets are added. With increased underwriter support, Studio One will continue to offer students an industry standard working environment. The increase in telecast markets will also help promote the show and the University to potential students. The marketing team plans to develop markets that would be of value to the University as a whole. According to the 2010-2011 UND Quick Facts, North Dakota, Minnesota and South Dakota were the states with highest number of enrollment. The highly populated areas within these states would be valuable markets to add to the current telecast schedule. There are many cities within Minnesota, Montana, and South Dakota with populations over 50,000 without access to the Studio One program. Expanding in these markets would allow the marketing team to promote Studio One to perspective students and potentially lead to an increase in UND’s student body and the number of future applicants. UND Quick Facts 2010-2011 Enrollment Minnesota = 4,409 Undergraduates Montana = 100 Undergraduates South Dakota = 230 Undergraduates New possible markets for Studio One The marketing team will determine potential markets by asking the following questions:

CONTACT INFO List contact name/address/phone/email

NAME Name of company/channel

TELECAST AREA/CITIES

Where they play

POPULATION Population of viewing audience or city

TYPE OF PROGRAMMING

What kind of programming plays on the channel. Ex) educational, governmental, etc.

RULES/OPERATING PROCEDURES

Any web links to user agreements, contracts, memberships, etc.

FORMAT FOR PLAYBACK

How can we send them the show?

FEES Membership or contract fees.

NOTES Anything else you think we need to know.

cUS Markets

Canadian Markets

Fargo 30,000*

Grand Forks 66,414*

Minot 36,256**

Ray & Communities 1,800*

Steele 4,000*

Jamestown 15,527**

Bismarck 29,000* Dickinson

8,500*

Great Falls 56,690**

Missoula 68,876**

Denver 120,000*

Colorado Springs 77,000*

Sioux Falls 158,000**

Rapid City 67,107**

Duluth 84,419**

Rochester 103,486**

Minneapolis 600,000*

Winnipeg, Manitoba

Brandon, Manitoba

Legend

Current Markets

Prairie Public

Potential Market

Prairie Public Broadcasting 376,000*

*Households

**2009 Census

Rural Minnesota 114,449**


Season 47

Spring 2011

Telecast Schedule

North Dakota Markets

Across ND: Prairie Public Television Channel 13.1 All of North Dakota and Western MN, 490 miles East into MT most of Southern MB and small part of SK

Sat @ 6am

Bismarck-Mandan: Dakota Media Access Channel 12

Mon @ 5pm

Dickinson: Consolidated Telecom Channel 18

Mon @ 7pm & 9pm

Fargo: City of Fargo Channel 99

Tues @ 7:30pm, Sun @ 6:30pm

Grand Forks: Channels 3 & 17

Mon @ 7am, noon, 6pm, 11pm Tue & Wed @ 7am, noon, 7pm, 11pm Thur @ 7am, noon, live at 5pm, 7pm, 11pm Fri @ 7am, noon, 7pm, 11pm Sat & Sun @ 7am, 10am, noon, 7pm, 11pm

Jamestown: Dakota Central Telecommunications Channel 17

Mon-Fri @ 12pm

Minot State University: KMSU Mon @ 2pm, Tues @3pm

Rural Minnesota Channel 18 Birchwood, Bellwood, Grand, Lake Elmo, Mahtomedi, Maplewood, North St.Paul, Oakdale, Vadnais Heights, White Bear Lake

TBA

Ray: Northwest Communications Cooperative Channel 17 Wed-Fri @ 7pm, Mon-Tues @ 7pm

Steele: BEK Broadcasting KMSU Channel 28 TBA

Other Markets

Colorado Springs: DCTV-17 Channel 19

Fri @ 5pm, Sat @ 4pm, Sun @ 7pm

Canada: Brandon & Winnipeg Prairie Public Television Channel 13.1

Sat @ 6am

Denver: Deproduction denverevolution TBA

Minneapolis: Metro Cable Network Channel 6 Wed @ 11am

Rural Minnesota: TBA


Season 47

Spring 2011

S.W.O.T

Strenghts

Weaknesses

Opportunity

Threats

S.W.O.T. Analysis

A S.W.O.T. analysis is a method to evaluate the

Strengths, Weaknesses, Opportunities, and

Threats involved in a project. This step in the

marketing plan process helps marketers focus

on key issues and determine what attributes

should be highlighted in the program.

The marketing team surveyed all new and

returning interns at Studio One and analyzed

their responses. Twenty-six interns from Season

47 participated in the survey. The following is a

summary of their responses. Additional

marketing team input is also included.

It is important for the marketing team to have a good understanding of the S.W.O.T. analysis to

implement better public relations and advertising strategies. Below is a summary of the

consumer research attained by the internal survey.

Strengths

Strengths are the internal attributes of the program; they are the characteristics of the program that give it an advantage over others in the industry. Strengths are aspects that the program has control over, and are helpful in achieving our goals.

Hands-on experience

Friendly and talented staff/interns

Flexible scheduling

o Many different teams with different meeting times

Inspiring leadership

Award-winning program

Great facility

Very organized

Helpful and caring staff

Quality work produced

Networking

Professional


Season 47

Spring 2011

Prepares students for the professional working world

Positive work environment

Strong reputation of the program

On campus location

The program has strong credibility

Advanced technology available to students

o Adobe programs (Dreamweaver, Photoshop, Illustrator)

o Final Cut Pro

o HD Cameras (Panasonic AG-HPX300P)

o Editing suites

Studio One develops and teaches skills that cover a variety of areas

o Editing

o Script writing

o Producing

o Public speaking

o Directing

o Marketing

“The amount of hands-on experience is incredible. To get the chance to do all of the tasks required to create a live television show is great” -Derek Korczak

“The staff creates a perfect, Utopian environment to work in… And I love the positive attitude and energy, great friendships, and inspirational talks.” -Julie Bech

“Studio One has a great reputation and a professional atmosphere. It offers many opportunities in a wide variety of areas so anyone can find something to fit their interests.” -Hayley Kuntz

Weaknesses

Weaknesses are internal factors that can hinder the team achieving its goals; they are

characteristics that place the program at a disadvantage relative to others. Weaknesses are

also aspects that the program has control over.

Time-consuming

Unpaid


Season 47

Spring 2011

The teams are separate which makes it hard for students to know all of the interns on the project

Show is weekly, not daily which make it hard for consistent viewership

Summer and other holiday breaks make constant viewership problematic

Strict schedule

Hard to schedule an edit bay

Limited advertising budget

Limited positions available

Lack of scholarships

o Currently generating funds

Opportunities

Opportunities are external factors that the marketing team can use to its advantage to improve

the quality of the program. Opportunities are aspects that the program has no control over.

UND provides a diverse group of incoming students

Students have the option to receive academic credit

Communication advisor David Kiefel is very supportive of the program

Teachers offer extra credit to encourage students to come to the show

UND homepage utilizes more media features

o Opportunity to feature videos on homepage

Career Service Web page internship list

o We can analyze our competition; use as a tool for comparison

Press releases

Social networking tools

o Facebook

Weekly contests and trivia

Photos of alumni to gain more traffic to site

Post videos from events

New stories update


Season 47

Spring 2011

Post photos from the season

Feature the spotlight

Advertising opportunities

o Twitter

Post updates about stories and the show

o ND.gov

Some communication specialists working for the state have requested North Dakota specific content for their Web page

Threats

Threats are external factors that can hinder the team achieving its goals. They are

characteristics that place the program at a disadvantage relative to others. Threats are aspects

that the program has no control over.

Students are limited to taking the internship for only 2-3 credits per semester, and there is a cap on the number of credits received from the internship

Internship/Practicum credit is only available to communication and marketing majors - other students can take it as “arts and science” credit

Many students don’t know that the television center is inside the Skalicky Tech Incubator, which is located on the outskirts of campus

Some UND faculty member are unsupportive of the program

Parking becomes an issue because students may not be able to afford a parking pass, which is required to park at the facility

Other news shows

Career Service Web page internship list shows many paid internships for marketing/communication majors

Teamwork


Season 47

Spring 2011

Goals and Strategies

The Studio One marketing team has outlined its Season 47 goals and strategies to increase our

potential reach as a team, television center, internship program, and as a credible resource in

the community.

Internal Goals – 1 Internal Event Per Month

o February 18th - Bowling Event

Interns will be invited to Red Ray Lanes for a night of bowling and fun

Will aid in building relationships between teams

o March 24th - After Show Potluck

Celebration for the hard work and successful completion of the first half of Season 47 and

the end of Season 48 recruitment

Shows interns appreciation for their work

o April 28th - End of Season Party “Cooking as a Team”

All interns and staff will be invited to cook as a team at the Wellness Center

Meal will be prepared and enjoyed by all staff and interns

Season 47 interns and staff can celebrate the season’s successes and discuss

improvements

Community Service Projects – 1 Community Event

o April 30th - The Big Event

Studio One interns will volunteer as a team to provide the Greater Grand Forks

community

Gives Studio One and the UND student body a way to say, “Thank You!”

The Big Event is organized by UND’s student government, needing little preparation from

its volunteers

What we want to achieve

Goals How we want to achieve it

Strategies


Season 47

Spring 2011

Public Awareness

o Advertising

Stickers on coffee sleeves

Studio One stickers will be distributed on coffee

sleeves at the campus bookstore and UND

Stomping Grounds two campus locations

Table Tents

Will be placed in all dining centers on campus,

including Wilkerson, Squires, and Terrace

Posters

Larger quantities of posters highlighting the program

will help make the student body aware of the show,

internships, and ways to get involved

Extra posters will be printed this season to reach

more students in dorms and other campus buildings

Pizza Box Placements

Flyers will be placed on the tops of participating

pizza restaurants in the community to bring

awareness to the show and its offerings

o Weekly Press Releases

Help keep everyone up to date on what stories will be playing

on that week’s show

Press releases will be sent to target and secondary markets

Releases will also be sent out to special interest groups or

clubs on campus to highlight certain topics on the show.

o UND Calendar of Events

All Studio One events will be entered into the UND Calendar

of Events on the UND Web site

This will include external events and show dates to ensure

students know where the booths will be and when Studio

One is playing

o Social Media

Facebook Advertisements

A cap amount will be spent on the Studio One facebook advertisement

Highly effective advertising with the ability to pinpoint our specific target audience

The internships will be promoted the February 28 - March 5.

Video segments may also be implemented to reach specific groups or clubs

Facebook quizzes will be developed to engage fans of the page

Flip cam videos will be posted on the Facebook page to give quick updates about the

teams on the program

Stories with national appeal will be posted on the YouTube channel

o Booths

• Facebook advertising

New Advertising

• Wilkerson C-Store

• The Link

New Booths

• Mood Cups

• Sunglasses

• Bag Tags

New

Promo Items


Season 47

Spring 2011

Recruitment booths will be set up in the Memorial Union, Gamble Hall, Merrifield Hall,

The Link, the Wilkerson C-Store, and O’Kelly

An assessment of class schedules showed that these are

effective places to find our target audience and for high student traffic

o Promotional Items

Sunglasses

Studio One sunglasses will be ordered with either Red,

Pink, or Blue bands complete with the studio’s logo

Sunglasses can be worn year round and proved to be

effective marketing materials for other community organizations

Mood Cup

Mood cups will be ordered in a yellow to green pattern

with black Studio One logo

Color of the cup changes as cold liquid is poured inside

Cups will be in the student’s homes or dorms as a

reminder to watch and/or apply for Studio One

Studio One “Bag Tag”

With budget permitting, Studio One bag tags will

resemble those that Fighting Sioux athletes wear on backpacks and

luggage

Tag will be a simple laminated card with the logo, team

name, and intern name

Donations

Businesses will be contacted for donations to be used

as intern and recruitment incentives

Businesses to be contacted include Blue Moose,

Rhombus Guys, Valley Dairy, and the Grand Forks theatres

o Coupons and certificates cannot be used to purchase

alcohol

T-Shirts

All Season 47 interns will be encouraged to wear their

S1 tees to class to help recruit Season 48 applicants and increase

show viewership

T-shirt days will be on Feb. 22, Mar. 2 and March 10

o Radio Days

Interns will help with the XL93 “Countdown at 8”

XL93 is a popular radio station

Winning callers during the countdown receive a pizza from the station and Studio One

pizza cutters will also be given to the winning caller (1 winner per evening)

Interns will assist with the XL93 countdown from February 16th through March 9th

o Night-Life/Nominee Event

The Studio One marketing team has planned a Bingo night for students and nominees to

attend in the Loading Dock of the Union

Sunglasses

Mood Cup

Bag Tags


Season 47

Spring 2011

Bingo will allow for discussion between interns and students as well as social interaction

Popcorn, cotton candy, and prizes will be provided

Event to take place on March 5 so as not to conflict with the Fighting Sioux hockey

schedule

o Memorial Union Display Case

The display board used in the past will be updated and displayed in the Union

A cardboard cut-out of a Studio One intern will be placed inside the display for a “Your

Face Here” theme

o Listserv Announcements

Listserv’s set up for Communication, Business, and other students in related majors will

receive Studio One announces via email

o Community Billboards

Promo information will be placed on Channel 17 and in the Union

o Expanding Markets

The marketing team will research new and potential markets for Studio One

Recruitment

o 70 applicants (reached 65 applicants previous semester)

Fewer events will allow more focus on heavily promoted events and higher turnout

o 40 (minimum) Class Presentations

200 level classes are the main focus to get younger students to intern and have the

option to intern with the program longer

Upper level communication and marketing classes will be visited

Marketing members will attend at least three presentations

o Nominee Recruitment

To make a personal connection with students nominated, all nominees will receive phone

calls and invitations to the show prior to the internship deadline

Red Ray Bowling

Potluck Aftershow Party

End of Season Dinner

Night Life Bingo

Events 70 Applicants

40 Classroom Presentations

7 Booths

3 Internal Events

1 Community Event

The Numbers


Season 47

Spring 2011

Audience Development

o 20 audience members per show

Team will use survey results from Season 46 to help develop a large audience each

week

Friends/family of interns, classes with requirements, and people in news stories will be

our targeted audience

Improvement on those three areas, specifically, will be the main focus for the

audience development team in Season 47


Season 47

Spring 2011

Action Plan These internal events focus on building a bond between teams and are not directly related to

recruitment of Season 48 interns. The Big Event on April 30 will strengthen public awareness of

Studio One on campus and in the Grand Forks Community. Internal events also help build

cohesion within the team.

Other Events Bowling Party February 18

Hometown News Release March 21

Mid-Season Pot Luck March 24

Hometown News Release April 4, April11

End of Season Party April 28

Community Service Event April 30


Season 47

Spring 2011

Action Plan - Recruitment

The following calendars show upcoming recruitment events that are planned for Season 47. These events are designed to promote

the show and internship program.

FEBRUARY | RECRUITMENT Sunday Monday Tuesday Wednesday Thursday Friday Saturday

30 31 1 2 3 4 5

6 7 8 9 10 11 12

Classroom Presentations

13 14 Booth at Union 10-2 pm

15 16 Booth at Gamble 9-2 pm Radio at 8 pm

17 18 19

Table Tents: All Dining Centers

MU display case Classroom Presentations

20 21

22 T-Shirt day #1

23 Booth at Merrifield 9-1 pm Radio at 8 pm

24 25 26

Table Tents: All Dining Centers

MU display case Classroom Presentations

27 28 1

2

3 4 5

Facebook promo

Coffee Sleeves: Stomping Grounds - UND Bookstore MU display case Classroom Presentations


Season 47

Spring 2011

MARCH | RECRUITMENT Sunday Monday Tuesday Wednesday Thursday Friday Saturday

27 28 1 Booth at Wilkerson 6-8 pm Pizza Box Flyer: Papa Johns

Liserv #1

2 Booth at the Link 9-2 pm Radio at 8 pm T-Shirt Day #2

3 4

5 Nightlife: Bingo

Facebook promo

Coffee Sleeves: Stomping Grounds - UND Bookstore Classroom Presentations M U display case

6 7 8 Booth outside O’Kelly 9-2 pm

Liserv #2

9 Radio at 8 pm

10 Booth at Merrifield 9-12:30 pm T-Shirt Day #3 Application Deadline

11 12

Classroom Presentations M U display case

13 14 15 16 17 18 19

M U display case

20 21 22 23 24 25 26

27 28 29 30 31 1 2


Season 47

Spring 2011

Budget

This year’s marketing team has a higher budget for the spring semester than in previous

semesters. The marketing team selected a few larger promo items for hands-outs on campus.

The marketing team did not use all of the funds in the proposed budget to allow for variation in

events.

Spring 2011 Budget Promotional Items $610.00

(Sunglasses & cups) Shipping and Handling $50.00

Food $170.00

(Hot chocolate, candy…etc) Nightlife Event $60.00

Printing $400.00

(Posters, fliers, table tents) Dues & Fees $50.00

Binders $30.00

Long Distance $20.00

Facebook promotion $60.00

_________________________________________

Total $1,450.00

Spring 2011 Budget $1,810.00

Extra $360.00


Season 47

Spring 2011

Evaluation

It is vital to get feedback

from the target market on

advertising and events.

The marketing team will

send out of surveys after

events to get that

feedback. Google Docs

will be used to survey

interns. Also a UND wide

survey was sent out with

the help of Student

Government to get a

sampling of what students

on campus know of the

internship and program. With these different perspectives on our promotions the marketing

team plans to improve the overall effectiveness of events and promotions through responses.

This new angle will help this season’s marketing team as well as future teams.

The marketing team has already sent out 15+ surveys and the semester is only beginning.

Quality

Spring 2011 Marketing Plan

Documents

Transcript of Spring 2011 Marketing Plan