CASE Campaign Proposal

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HelloCenter for Advisement & Student Excellence

Campaign & Event Proposal

ADVERTISING PRACTICES

Susan Waters Ph.D.

Campaign & Event Proposal

East Tennessee State UniversityCenter for Advisement & Student Excellence

for

prepared by:

Madison Malson || Adria Pierce || Kelli Carter || Jiaxin Guo Morgan Olson || Nicole Black || Nifemi Moronkeji

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TABLE OF CONTENTS

Thank You 7

Executive Summary 8

Introduction 10

Planning Section 16

Research 28

Primary Strategic Recommendations 42

Schedule 52

Budget 58

Evaluations Plan 60

Limitations 62

Appendices 65

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Enjoy the proposal! We loved putting it together.

Dear CASE,

Thank you for partnering with our advertising practices team from the Department of Mass

Communication in creating this campaign and event proposal. Your cooperation has allowed

us to obtain real world experience in the advertising field prior to graduation. This opportunity

has greatly benefitted us, and we hope that it benefits CASE as well. We’d like to give special

thanks to Martha Edde and Tonya Moreno for taking time from their busy schedules to

communicate with us throughout the semester. We in the Department of Mass Communication

value the support we receive from the ETSU community. We feel that building and maintaining

these relationships helps the students succeed and the University thrive.

Again, thank you for this opportunity.

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EXECUTIVE SUMMARY

Daffodil Communications has created a campaign proposal for the Center for Advisement and Student Excellence. CASE could benefit from a public relations campaign that would work to increase overall awareness around the East Tennessee State University campus.

CASE is available to students within the College of Arts and Sciences for advising and assistance in academic endeavors. Daffodil Communications has developed a proposal that puts emphasis on numerous goals, objectives and tactics that will add to the overall CASE experience. Daffodil Communications would like to implement many social media, multimedia and traditional public relations initiatives. A Qualtrics survey was sent out to students attending East Tennessee State University via email. The data we collected from this survey has driven our campaign proposal and tactics. Specifically, Daffodil Communications has proposed implementing tactics consisting of an event, mentorship program, Twitter, Instagram, Facebook, email communications and an internship program.

Each tactic proposed by Daffodil Communication reinforces our proposed goals. Our first goal is to raise awareness of CASE with the students and prospective students of East Tennessee State University. Our second goal is to develop a relationship between CASE advisors and students. Our third goal is to expose students to the information, educational materials and resources CASE provides and increase students’ understanding of programs CASE offers.

CASE is a phenomenal asset to East Tennessee State University and should be positioned as such. Throughout this proposal, you will see considerations that put CASE and the benefits of the program at the forefront of every recommendation. CASE has already begun using advertising and public relations efforts, thus creating the potential to grow and reach a larger target audience.

Daffodil Communications has researched and strategized the most beneficial ways to add to the already growing and well-planned CASE initiatives. We hope that this campaign proposal covers all potential endeavors that the Center for Advisement and Student Excellence would consider taking on as their own.

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INTRODUCTION WHO ARE WE? 12PHILOSOPHY STATEMENT 14

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WHO ARE WE?

Thinking outside the box and creating strategic goals are what Madison thrives on. With a passion for people and design, Madison plans to pursue a career with a marketing/ communications firm. Currently, Madison interns with Eastman Chemical Company in corporate marketing communications and creative services and is eager to explore local career opportunities when she graduates in December.

Kelli is from Knoxville, Tennessee and plans to return to the Knoxville area in May after graduation. She hopes to find a job working in public relations and/or communications in a non-profit setting or with an agency. She loves branding, creativity and writing. Overall, she is excited to graduate and enter the real world with her Fiancé and soon-to-be Husband.

Madison Malson Adria Pierce Kelli Carter

Jiaxin Gou

Nicole Black

Morgan Olson

Nifemi Moronkeji

With a passion for writing and design, she interned with the Washington County Economic Development Council and has completed projects for Downtown Johnson City, Nashville Oktoberfest and more. She has called Northeast Tennessee home for 26 years but is eager to explore career opportuni-ties in Nashville after she graduates in December.

Mass Communication Major Journalism Minor

Mass Communication Major Entrepreneurship Minor

Mass Communication Major Special Education Minor

Jiaxin is an international student from Beijing, China, who enjoys creative design. She is currently a senior and hopes to work in the advertising field after graduation.

Mass Communication Major International Studies Minor

Nicole is passionate about marketing and will pursue a career in the marketing field after graduation. She landed a Summer 2016 internship with Enterprise.

Mass Communication Major Marketing Minor

Morgan is a member of PRSSA and will be completing her degree in December. During her spare time, she enjoys writing, the outdoors and volunteering at local animal shelters. After graduation, Morgan plans to move to Charlotte, North Carolina to pursue a career in public relations.

Mass Communication Major Marketing Minor

Mass Communication Major Business Management Major

Pre-Law & Dance Minor

Nifemi will receive a double major in mass communications and business management and aspires to be a corporate lawyer. She is from Nigeria and is trilingual, speaking Yoruba, English and Pidgin English.

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PHILOSOPHY STATEMENT

Daffodil Communications defines TEAM as: a united group of individuals working

together to achieve a collective goal. Our objective? To help our clients achieve even

their most ambitious marketing goals and strategic communication objectives. Above

all, we strive to provide exceptional service with the highest level of professionalism.

We resolve to deliver creative solutions that will exceed your expectations.

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PLANNING SECTION SITUATIONAL ANALYSIS 18

CLIENT ANALYSIS 20

CAMPAIGN ANALYSIS 24CAMPAIGN THEORY 28

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SITUATIONAL ANALYSIS

Creative Awareness

CASE has begun advertising and public relations efforts utilizing Facebook and email. A larger social media presence through Facebook and other platforms would promote CASE and interaction with students on a daily to weekly basis.

As a new department, CASE has the opportunity to create a fresh image with students. This image will represent the ETSU brand, but also relay the message that CASE relates to its students.

One of the challenges for CASE is the general perception that college students have about advisement. Many students have had bad experiences with advising due to things like rushed advisement; the general feeling advisors are not invested in you; feeling like they are a number more than an individual person; and even being advised to take classes they did not need.

Publics

CASE has a variety of publics. Students within the College of Arts and Sciences who have 0-59 credit hours are the most prevalent. CASE also advises students in pre-professional medical programs.

Since all students in the College of Arts and Sciences in their freshman and sophomore years must be advised by CASE each semester, there is a fantastic opportunity to reach students.

Goals

CASE’s goal is to redefine college advisement by providing an improved advisement experience, equipping students with the tools to succeed as upperclassmen and developing new programs for student achievement.

As a relatively new department at East Tennessee State University, CASE is not well known by students. Many students who are advised by CASE do not know everything CASE has to offer.

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CLIENT ANALYSIS

The Center for Advisement and Student Excellence serves as the advising center for students within the College of Arts and Sciences with 0 – 59 credit hours. They also assist students pursuing admission to health care field, professional schools.

CASE has begun advertising and public relations efforts utilizing Facebook and email. A larger social media presence through Facebook and other plat-forms would promote CASE and interaction with students on a daily to weekly basis.

As a new department, CASE has the opportunity to create a fresh image with students. This image will represent the ETSU brand, but also relay the message that CASE relates to its students.

One of the challenges facing CASE is the general perceptions that college students have about advisement. The majority of students have had bad experiences with advising due to things like: rushed advisement, the general feeling advisors are not invested in you, students feel like they are a number more than an individual person and many students have been advised to take classes they do not need.

CASE’s goal is to redefine college advisement by providing an improved advisement experience, equipping students with the tools to succeed as upperclassmen and developing new programs for student achievement. As a relatively new department at East Tennessee State University, CASE is not well known by students. The majority of students that are advised by CASE do not know everything they have to offer.

As a part of the ETSU brand, CASE is restricted in their marketing efforts. All marketing materials must follow the guidelines established by the university, thus limiting creativity.

A. Statement of Problem

East Tennessee State University was founded in 1911 and received university status in 1963. ETSU has academic programs at both the undergraduate and graduate level.

There are 10 colleges and schools: the College of Nursing, the Claudius G. Clemmer College of Education, the College Public and Allied Health, the James H. Quillen College of Medicine, the Bill Gatton College of Pharmacy, the College of Business and Technology, the College Arts and Sciences, the Honors College, the School of Continuing Studies, the School of Graduate Studies.

Bachelor’s degrees at ETSU can be received in such areas as nursing, dental, hygiene, special education, allied health, history, physics, allied health, music, biology, management, computer and information science. Pre-professional programs are offered in engineering, law, veterinary medicine and many areas of health and medicine.

Minors are available in more specialized areas, such as urban and regional studies, leadership, Japanese, Appalachian Studies.

ETSU offers a variety of unique programs such as reading and storytelling, and the Bluegrass and Country Music Program. Reading and storytelling is only offered in an advanced degree at ETSU. The unique program blends education with theater, communications, folklore, history, and linguistics.

ETSU pursues its mission through a student-centered community of learning reflecting high standards and promoting a balance of liberal arts and professional preparation, continuous improvement.

Strong core values where: people come first, are treated with dignity and respect, and are encouraged to achieve their full potential; relationships are built on honesty, integrity, and trust; diversity of people and thought is respected; excellence is achieved through teamwork, leadership, creativity, and a strong work ethic; efficiently is achieved through wise use of human and financial resources; and commitment to intellectual achievement is embraced, are what make ETSU an excellent institution.

B. University History

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C. The CASE Mission

As a relatively new department, CASE is redefining college advisement.

CASE's mission: “Our mission is to em-power students to define, realize, and celebrate having achieved their academic, personal, social, and professional goals. We seeks to create a culture of mutual respect, intellectual curiosity, social support, and personal accountability and to expose students to the information, educational materials, challenges, and resources they need to think critically about their academic and personal choices.”

D. CASE Goals

CASE’s goal is to redefine college advisement by providing an improved advisement experience, equipping students with the tools to succeed as upperclassmen and developing new programs for student achievement.

As a relatively new department at East Tennessee State University, CASE is begining to develop their reputation on campus. The majority of students that are advised by CASE do not know all of the programs they offer.

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CAMPAIGN ANALYSIS

E. Public Relations Overview

The majority of public relations efforts by CASE are through the official Center for Advisement and Student Excellence website via the East Tennessee State University website. The CASE website includes a link to find your major advisor and gives you information to contact them. The academic calendar, course offerings, degree works, scholarship links and profiles on your advisor are all available on their website.

WEBSITE

SOCIAL MEDIA

CASE as a Facebook account for public relations purposes. They do include a Facebook widget on their official website. The Facebook page is visually appealing with colors, infographics and other visuals. The majority of posts are from last year.

F. Roles of Public Relations

Public relations is important for CASE as a means of connecting with students on campus within the College of Arts and Sciences. As the advising source for students with 0-59 hours, it is vital for CASE to remain relevant in the minds of their target audience.

G. Public Relations Opportunities

While the CASE website and Facebook are both visually appealing, they do have the opportunity to update and rebrand themselves to the student body. CASE needs to foster a relatable and interactive relationship with students.

While it is required for students to visit CASE for advisement, most students either do not realize this or wait until the last minute and are not able to take advantage of everything CASE has to offer. A more active public relations campaign would inform students about CASE, what they have to offer and would give students the opportunity for a one-on-one relationship with their advisor.

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SOLUTIONS

The success of this campaign will be determined based on several measurable goals.

The main focus is the development of a public relations campaign that will in-crease student awareness for CASE at ETSU. The second goal will be deciding the most effective method of implementa-tion.

By measuring the success of these goals, CASE will be able to see which tactics to pursue and improve upon for the future.

2. The negative viewpoint about college advisement must also be changed. By rebranding themselves, through social media, their website and in person, CASE has the opportunity to show they are dedicated to the success and wellbeing of the students at ETSU. Events, programs and workshops are another way CASE can build their reputation on campus.

4. An event during welcome week highlighting the different majors within the College of Arts and Sciences during Welcome Week at ETSU is an excellent opportunity for CASE to become a familiar name to students. This event coupled with the social media campaign will support the goals and missions of CASE. With thispromotion strategy, students within the College of Arts and Sciences will become aware of the benefits CASE has to offer, which will be extremely beneficial to both CASE and students.

3. As a new organization with limited staff, most of the CASE employees are constantly busy with advising students and do not have enough time to upkeep a social media campaign. The logical solution would be offering one or two internship positions to advertising/public relations students who can focus on social media posts, campus events, starting new programing and workshops.

1. The easiest solution for a public relations campaign would be social media presence. The creation of a Twitter, Instagram, YouTube and updated Facebook profile will prove extremely beneficial. Having their services blasted over several social media networks will serve as a direct conduit to students.

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CAMPAIGN THEORY

The excellence theory explains that the value of public relations lies in an organization’s public relations. Good relationships with its strategic publics are needed for an organization to develop and achieve goals desired by both the organization and its publics, reduce costs of negative publicity and increase revenue by providing products and services needed by stakeholders.

To maximize the value of public relations, we must identify the publics and build long-term relationships with them through symmetrical communication programs.

CASE has the opportunity to create and build relationships with the East Tennessee State University students within the College of Arts and Sciences. Fostering one-on-one relationships with its students will be mutually beneficial for both CASE and the students.

The Excellence Theory

This would include streamlining the communication process even more between CASE advisors and students, providing even more one-on-one time in advisement sessions and providing students with resources in addition to advisement.

Social Marketing Theory

The social marketing theory is a collection of theories that focuses on how socially valuable information can be promoted. This theory has been used by social and welfare organizations to help promote or discourage various behaviors.

The theory is administrative in nature in such that it seeks to outline a framework that can be used to design, implement and evaluate information for campaigns.

The target audience is identified based on their information need. Once this is done, information is packaged and distributed in a manner that will be easily accessible to the intended audience.

Informing students about CASE and what it offers will help build long-term relationships and bring the students and advisors together. CASE can promote to

their target audience throughout campus, which will potentially create more dialog between advisors and students. It also will encourage students to utilize tools from CASE that they may not have been privy to.

Build RelationshipsBuild a relationship with students and advisors. This will ensure better relationships for CASE, making it easier to set and reach achievable goals for the students. Building relationships creates positive reputation and keeps the organization relevant.

Create AwarenessCreating awareness is informing students. Informing students is feeding them with helpful information. This helps CASE create new relationships and foster old ones. This will also make CASE a campus-wide name and create a good reputation in both the students’ and faculty’s minds.

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RESEARCH SECTION RESEARCH SUMMARY 32

QUALTRICS SURVEY 34

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RESEARCH SUMMARY

Overview We created a survey for the Center for Advisement and Student Excellence to determine its strengths and weaknesses and to get the overall opinion of the students of ETSU. The vice president for student affairs sent the survey to students on Feb. 28, 2016, via email.

The respondents completed the survey online using the Qualtrics Survey Software. We measured the validity of the retrieved data by measuring how the students heard about CASE and how efficient the encounters with their advisors were. Reliability was validated by the consistency in the survey results. For example, 64 percent said the survey respondents said their major faculty advisor had advised them.

The CASE survey consisted of 14 questions, which included five open-ended questions, four close-ended questions, three focus demographic questions and two multiple choice questions. Demographic questions were placed towards the beginning of the survey in order to attain general information for questions pertaining to gender, students’ credit hours and students enrolled in a specific college. We added a possible list of potential hashtags for social media pages in order to let the students select the one they thought suited CASE best.

Purpose

The purpose of the CASE survey was to gather data about students’ awareness and experiences with CASE. We used the survey to determine if the students knew about CASE, and if their experiences were beneficial to them. The essence of the survey was to raise awareness for CASE.

Design

The CASE survey was designed to be completed in approximately five minutes. The questions were in the format of multiple choice or short answer. Qualtrics enabled us to use skip logic and display logic to ensure the students could answer only the questions that pertained to them.

Participants

All participants in our survey were East Tennessee State University students. The vice president for student affairs distributed the survey by email. We had 361 surveys at least partially completed. 223 students responded to the open-ended question, “What could your advisor do to improve your college experience?” 248 participants answered the open-ended question, “What has your advisor done that has been beneficial to your college experience?”

There are 236 females and 89 males that participated in the CASE survey. One respondent identified their gender as “other” on the survey. The completed credit hours of participants in our survey are well balanced. Nineteen percent of respondents have completed 0-29 credit hours. Twenty-four percent have completed 30-59 credit hours. Twenty-two percent have completed 60-89 credit hours. Thirty-four percent have completed over 90 credit hours in ETSU. 332 respondents are in the College of Arts and Sciences. The survey was open to students in the Department of Mass Communication for 15 days.

Procedure

We began our survey procedure by deciding on the main goal of the survey - to gather information about the students’ knowledge and experiences with CASE. Once we determined the purpose of our survey, we developed questions and answer choices in a group meeting.

After we had the questions planned out, we designed the survey in Google Forms and organized the survey in a way we feel flowed best. Our instructor, Susan Waters, reviewed the survey before we sent it to CASE for approval, and it was sent out to students soon after.

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QUALTRICS SURVEY

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QUALTRICS SURVEY

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QUALTRICS SURVEY

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RECOMMENDATIONS

Goals & Objectives 44PRIMARY STRATEGIC Tactics 46Tactics Schedule 52Event Budget 58Tactic Evaluation 60Tactic Evaluation 62

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GOALS & OBJECTIVES

Position

CASE wants to empower students to define, realize, and celebrate having achieved their academic, personal, social and professional goals.

Goal 1

To raise awareness of CASE with the students and pro-spective students of East Tennessee State University.

Objectives

o Increase social media presence by 50 percent by August 2017; specifically, to connect with the public and create awareness of events, seminars and workshops.

o Hold a social event in front of the D.P. Culp University Center; specifically, to reach and promote to a large number of students by the fall semester.

Goal 2

To develop beneficial relationships between CASE advisors and students.

Objectives

o Analyze student survey and offer feedback to CASE; specifically, to generate student reliance on CASE advisement and raise their satisfaction experience to 95 percent by August 2017.

o Urge CASE to email monthly newsletters to remind students of the services offered; specifically, to maintain a relationship with students and increase traffic 10 percent by August 2017.

o Encourage students to reach out to CASE throughout the year with any questions or concerns regarding their education; specifically, to reinforce the relationship and maximize benefits.

Goal 3

To expose students to the information, educational materials and resources CASE provides and to increase students’ understanding of the advantages CASE offers.

Objectives

o Urge students to take full advantage of Degree Works; specifically, to maintain a common understanding of advising and graduation requirements.

o Implement programs that fully express everything CASE offers; specifically, to increase student traffic 10 percent by August 2017.

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CASE TACTICS

We suggest that CASE sets up a booth at Welcome Week 2016 to raise awareness of the resources they offer. At the booth, CASE should provide information highlighting the College of Arts and Sciences, Goldlink and Degree Works.

They should provide computer slide shows and/or hands-on tutorials on how to navigate Goldlink and Degree Works. The booth should also have activities for students to engage in, including games. We believe the booth would be informative and educational, and recruit prospective students to the College of Arts and Sciences.

Event

Mentorship Program

Based on the Qualtrics survey responses,students at ETSU selected a mentorship program as the number one program they would be interested in. We believe this would be a bold, strategic move for CASE.

First-year students would be paired with a junior or senior within their major to serve as a guide through their freshman year. Main goals of this program for mentees include creating a close-knit community at ETSU; fostering academic excellence among first-year college students; helping students adjust to the college lifestyle; and helping them find aid/resources when needed.

The goal of the peer mentors is to support their student mentees; improve leadership and professional level skills; and learn how to mentor someone.

Email Proposal

CASE should provide email promotions that will promote and increase awareness of the organization, as well as expanding traffic to the social media platform.

We advocate that CASE send out bi-weekly reminders to students with 59 credit hours or less, in order to ensure that students are aware of the services CASE provides. Additionally, it would help reduce late or hastened advisements.

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We propose that access to the CASE Twitter account be given to several CASE employees and future interns. This will allow frequent posts and keep the account up-to-date. A strong social media presence is key when the audience is college students.

Tweeting about upcoming events and other information will allow the students to follow along throughout the semester. The favorite hashtags amoung students per the Qualitrics Survey were: #ETSUADVISE and #CASELIFE.

These hashtags would make it simple for students to find CASE posts in one place. The goal is to create awareness for CASE and give students access to information through social media.

Twitter Instagram

We will leverage Instagram as a social media tactic. Instagram will aid in achieving our overall objectives and raise awareness regarding CASE.

We will utilize this social media tool to implement major, minor and advisor spotlights, post CASE news items, CASE events, dates, deadlines and ETSU happenings and promo CASE videos.

Instagram will be used to promote overall CASE/student engagement. We will strive to raise awareness via Instagram by leveraging all marketing, advertising and public relations methods.

Instagram is one of the most popular social media outlets amongst college students and this tactic will aid in achieving our objectives and making CASE well-known campus resource for students in the College of Arts and Sciences.

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Facebook is one of the leading methods college students use to find information about campus, clubs, organizations and events. A CASE employee or intern should update the CASE page consistently, interact with students and respond to messages and comments within 12 hours.

CASE currently has 140 likes. To help boost the Facebook page, we propose these strategies:

About – Add some of CASE’s general functions and perks to the “About” page.

Events – Create event pages for upcoming CASE events and invite students. Write a description of the event, how students can get involved and how they will benefit by attending.

Shares – Share links that provide more in-formation about CASE, such as links to the website and the other social media pages. Share students’ posts that mention CASE.

Likes – Engage with students by liking ETSU- or CASE-related posts.

Facebook

The goals CASE has set in place will best be achieved if other tactics are regularly monitored and controlled. While CASE employees are generally busy helping students and do not have the time required to maintain the other tactics, the most sensible solution would be utilizing a student intern.

We propose CASE use an intern from the Department of Mass Communication or other qualified major to assist with promotional materials, events, social media and campus promotion throughout the year. The best way to reach students is through other students.

The intern(s) could also implement mentoring programs or intro to Degree Works workshops. The intern should report to a supervisor who has a detailed goal list for them to accomplish throughout the semester. The intern should meet with said supervisor a minimum of once weekly. The intern(s) could assist with other office work as needed.

Internship Proposal

*Please refer to Appendix for examples

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August 2016

Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6

Send mass e-mail to students about Internship Position at CASE

7 8 9 10 11 12 13 Interview intern

applicants.

Hire Intern

14 15 16 17 18 19 20 Event Press

Release In East Tennessean

21 22 23 24 25 26 27 Facebook,

Instagram, Twitter (Welcome Back To School Post)

Event: Think Inside The CASE! Welcome Week Booth

28 29 30 31 Introduction/Welc

ome e-mail to students with 0-59 credit hours

CASE TACTICS SCHEDULE

September 2016

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3

Social Meida: Twitter Post

Social Meida: Instagram Post

4 5 6 7 8 9 10 Labor Day Begin Mentorship

Program (11-4 student walk ins)

Social Media: Facebook Post

Mentorship 11-4 Social Meida: Twitter Post


11 12 13 14 15 16 17

Send e-mail promotion to students with 0-59 credit hours

Mentorship 11-4




18 19 20 21 22 23 24 Mentorship 11-4




25 26 27 28 29 30 Send e-mail

promotion to students with 0-59 credit hours

Mentorship 11-4




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October 2016

Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1

2 3 4 5 6 7 8 Send e-mail


Mentorship 11-4


Mentorship 11-4 Social Media: Twitter Post

Social Media: Instagram Post

9 10 11 12 13 14 15 Fall Break Fall Break Social Media:

Facebook Post



16 17 18 19 20 21 22 Send e-mail


Mentorship 11-4




23 24 25 26 27 28 29 Mentorship 11-4




30 31 Send e-mail


November 2016

Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5

Mentorship 11-4




6 7 8 9 10 11 12 Mentorship 11-4




13 14 15 16 17 18 19 Send e-mail


Mentorship 11-4




20 21 22 23 24 25 26 Mentorship 11-4

Thanksgiving Break

Thanksgiving Break

Thanksgiving Break

27 28 29 30 Send e-mail


Mentorship 11-4 Send out CASE Evaluation Survey


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December 2016

Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3



4 5 6 7 8 9 10 Finals Week Social Media:

Facebook Post

Social Media: Twitter Post


11 12 13 14 15 16 17

18 19 20 21 22 23 24

25 26 27 28 29 30 31

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PROPOSED EVENT BUDGET

ITEM USE ITEMNUMBER COSTCookies/Food Drawstudentsin 250 $250

BottledWater Fighttheheat 200 $200

EventBanner Letstudentsknowwhatbooththeyareat

100 $100

GroundSigns LetstudentsknowCASEisatWelcomeWeek

100 $100

Handouts PromotionalmaterialtoeducatestudentsaboutCASE,whereyouareandwhatservicesyouoffer

200 $550

Tent/Tables Forsunshade/distinguishwheretheboothis/holdingswag&handouts

1Tent2–3Tables

Free

SiliconeCardSleeves PromotionalSwag 250 $497.50

HandSanitizer PromotionalSwag 500 $475

FlyerRing PromotionalSwag 250 $262.50

TOTAL $2435

We propose CASE have a budget of $2500 for the Welcome Week Event.

*Please refer to Appendix for Event Proposal

This proposed budget excludes a personel budget. CASE will need to recruit staff and students to work at the Welcome Week Event for free, or add additional costs to the budget.

PERSONNEL

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TACTIC EVALUATION

To measure the success of the event tactic, we will keep track how many students stop by the CASE booth at the event. We will create a brief survey to send via email after the event. The survey will ask about the students’ likeness of the event, what they thought of the event and what they gained or learned from the event. Their feedback will help CASE prepare for future events.

Event

Email

Mentorship Program To measure the success of the mentorship tactic, we would create a survey by email to CASE mentees and CASE mentors. The content of survey could include how they evaluate the mentorship program, how they like the program and what they gained from the program. We would also do a comparison study of grades of freshmen students in the mentor program vs. freshmen students not in the mentor program.

Twitter, Instagram, Facebook To measure the success of the social media tactic, we will track the number of new followers, likes, comments and reposts on Facebook, Twitter and Instagram to see if there is a steady or sudden increase. In future surveys, we will ask where the participants heard about case and compare the new results with past results.

Internship Program

To measure the success of the internship tactic, we would track how many students apply for an internship position with CASE. After the student completes the internship, their supervisor and advisor would be able to evaluate the success of the internship and whether or not it was beneficial for both parties. This can be done with assignments throughout the semester and an evaluation form at the end.

To measure the success of the email tactic, we would track how many opens and responses the emails receive. If there were an email-specific link, we could track how many clicks the link gets from inside the email. In future surveys, we will ask where the participants heard about case and compare the new results with past results.

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LIMITATIONS

A lack of funding is our core limitation while promoting and event planning for CASE

because it hinders the overall maximum potential. Without adequate finances for an

event, our abilities to fully promote CASE are limited to online mediums such as email

and social media. A budget would allow CASE to give away promotional items; offer

incentives or prizes for more student involvement; and explore a variety of other

promotional opportunities.

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APPENDIX

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APPENDIX A APPENDIX B

Event Flier Event Press Release

NewsReleaseForImmediateReleaseWelcomeWeek’sThinkInsidetheCASEJOHNSON CITY, Tenn. — East Tennessee State University invites the student body and faculty members to “Think Inside the CASE” during the upcoming Welcome Week. The Center for Advisement and Student Excellence will have a booth at the annual Welcome Week event held on campus at ETSU. Welcome Week gives students the opportunity to get acclimated to the campus and get involved in student activities while promoting school spirit. During Welcome Week, numerous booths are set up around campus to promote the various colleges, organizations and clubs. There will be food, activities and plenty of opportunities to socialize.

The CASE booth will be located at the ETSU Pedestrian Mall on August 25 from noon - 4 p.m.

CASE will provide both prospective and current students with information regarding the resources CASE offers. The booth will provide showcases and activities for student engagement.

-###- For More Information: MorganOlsonETSUDepartmentofMassCommunication423-335-1325OlsonM@goldmail.etsu.edu

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APPENDIX C

Event Overview

The purpose of this event is to have a welcoming, informative booth that students can approach to learn about what CASE has to offer. This booth will also serve as a showcase of majors for the College of Arts and Sciences at ETSU. This is a fantastic opportunity to interest and recruit incoming freshman and transfer students to the College of Arts and Sciences.

At the beginning of each school year, ETSU hosts an outdoor event called WelcomeWeek. This event is geared toward getting new students, as well as current students,involved in student activities and school spirit. During Welcome Week, there are anumber of booths set up around campus by different colleges, clubs and organizations. At these booths, you will find free food, activities, information packets, prizes, games and much more.

Each day during Welcome Week, there are featured events or activities that studentscan attend, such as basketball games, free movies, cookouts and a concert.

Students are encouraged to engage in these events and activities to see what ETSU has to offer while meeting new students around campus.

● Objectives o Encourage student engagement and fun. o Promote CASE. o Inform students of what resources CASE offers. o Make students feel welcome.

Event Management

● Management Responsibilities o Manage a booth on campus during Welcome Week in an orderly and efficient manner. o Engage with each student that approaches the booth with a positive friendly attitude. o Ensure that each student is presented with the proper information about CASE and how it pertains to them. o Demonstrate Goldlink and Degree Works.

● Major Stakeholders and Agencies o CASE staff members o Student workers o ETSU student body o College of Arts and Sciences

● Physical Requirements o Lifting and setting up tables, chairs

● Audience o ETSU students o Undergraduate students with less than 60 credit hours who are interest ed in pursuing a degree within the College of Arts and Sciences

● Impact o This type of event brings students and faculty members together with the opportunity to engage in conversation, develop knowledge about university organizations and create friendships.

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● Competitive Analysis o Surrounding organizational booths with activities, games and food

● Marketing Analysis and Planning o Features ▪ Provides a free, informative, hands-on opportunity to inter act with students and faculty ▪ Showcases the majors and departments within the College of Arts and Sciences o Advertising and Promotion ▪ Social Media ● Twitter ● Facebook ● Instagram ● Email ● Campus Fliers ● Banner Ad on ETSU homepage

Marketing

APPENDIX C Priority Identification:NameofRisk Assessment:ImpactofRisk Management:Control Management:ContingencyPlanning

1 Weather:RainorExtremeHeat Poorweathercouldimpacttheevent,potentiallycausinglowattendance.Potentialonsiteissuesincludeelectricityoutagesandflooding.

Monitortheweatherreports.Provideatent/coverfortheboothspace.Plantousedevicesthataresafeintherain.

Equipstaffwithponchosforthemselvesandstudentsintheeventofrain.Havewateronhandintheeventofextremeheat.Establishplanformanagementofelectricaldevicesintheeventofrain.

2 FinancialManagement Spendingmoremoneythanwhatisbudgetedfortheevent.

Useaprecisebudgetandplantouselessthanisgivenfortheevent.

Ifnofundsareavailable,seeksponsorshipfromlocalareabusinesses.

3 StaffManagement PoorstaffingwillimpactthelevelofinteractioneachstudentreceivesattheCASEbooth.ThiscouldresultinbadopinionsaboutCASEandtheCollegeofArtsandSciencesasaresult.

Developaspecificjobdescriptionandrecruitexceptionalstaff.Policiesandproceduresarealsoimportantforstaffandhavethemsignawaiver.

UseCASEinternsandstaffasworkersfortheevent.Includeacertificateofparticipationforstudentvolunteers.

4 CrowdControl Potentiallyobstructedaccesstoboothduetoovercrowdednessand/ordestructionofvenueduetohighfoottraffic.

Haveanabundanceofstafftotalktostudentsandhandoutpromotionalmaterials.

ThisplanwillenableCASEtointeractwithstudentswhilemovingthemalongtootherbooths.

5 FireandEvacuation Impactwouldbeserious.Riskisnothigh.

Trainstafftoactintheeventofafire.Haveafireextinguisheronhand.

Havedirectcontactwithemergencyservicesintheeventofafire.

6 Occupationhealthandsafety Costsoflitigation,poorpublicityandfines.

Developpoliciesandprocedurestoreduceriskattheevent.Documentationofallvolunteersandinspectionsofeventspace.

Emergencyresponseplan,legaladvicefromtheuniversityandsignedwaiverformsfromallvolunteers.

Risk Management Table

Approvals & Consultations

o This event will need to be approved by CASE, the College of Arts and Sciences and the Student Government Association.

o CASE will need to approve a budget for the event.

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Event Staging

APPENDIX C

● Theme o GOLD AND BLUE! ETSU Pride

● Décor o Layout ▪ The booth will be set up on campus on the Pedestrian Mall.

o Entertainment ▪ Students from various departments in the College of Arts and Sciences will showcase their major during various times of the event.

o Special Effect ▪ The booth will have at least two computers: one will be used to show a slideshow with information about CASE and the College of Arts and Sciences, and the other will be available to demonstrate the tools such as Degree Works and Goldlink.

● Services: o Electricity ▪ ETSU will provide electric outlets and cords for the computers.

o Facilities ▪ Students will have access to facilities in the surrounding ETSU buildings, such as the Culp Center and Sherrod Library.

Event Digital Signage

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APPENDIX D

Sample Facebook Posts Sample Facebook Posts

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APPENDIX E

Sample Instagram Posts Sample Instagram Posts

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APPENDIX F

Sample Twitter Posts Sample Twitter Posts

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Spring 2016

Rev 11-24-15

STUDENTS: To earn three hours of course credit, complete at least 125 hours of employment under the direction of a trained professional during the internship. Then, fulfill the online requirements of this course as outlined on D2L. Each portion is worth half your grade. This form is an agreement that your worksite assignments will be professional and not clerical, that they will be done under the supervision of a mentor who acts as your on-site instructor. Fill out fields below. Your ending date should be set before the course deadline, since portfolio and term-paper hours do not count toward the internship.

To be completed by student: Name + ID # Phone/email Skills classes completed in major (i.e. Copyediting, Writing for PR, etc. Do not use course numbers)

Name of business/organization Address (city) Immediate internship supervisor

Supervisor’s email address, phone Starting date Ending date Faculty supervisor Mary Alice Basconi Faculty supervisor's phone number 423-306-2070 (cell) Faculty supervisor's e-mail address [email protected]

SUPERVISORS: First, thanks for helping with this important service! Please list professional duties appropriate for the student’s skill level, area of study and timeframe. These duties must be professional so the student has materials for a final portfolio. Please return this in digital form to the student ASAP. We will then allow the student to enroll in the course. JOB DUTIES –125 hours of work, minimum, over course of the semester:

Spring2016

Dearinternshipmentor, Thankyoufortakingpartinourinternshipprogram.Aninternshiphasbeenrewardingandenlighteningforsomanyofourstudents,andweareprivilegedtohavethesupportfromprofessionalslikeyou.Aninternshipideallygivesstudentsachancetoapplyskillslearnedintheclassroom,experiencetheprofessionalworkenvironment,andaddworksamplestotheirportfolios. Whatweexpectofthem:atleast125hoursofprofessional-levelworkduringtheterm,afinalportfolioshowingtheirwork,ajournalshowingtheirduties,andatermpapersummarizingtheexperience. Whatwerequestofyou:Identifyandlistprofessionaljobdutiesforthestudent,completetwoworkevaluations(thelastonecountstowardthecoursegrade),giveregularoversightandfeedback,andofferopportunitiesforthestudenttocreateworksamplesforaprofessionalportfolio. Workhoursarearrangedbetweenthestudentandtheon-sitementor.Dutiesaresubjecttoapprovalbythestudent’smajorinstructoratETSU.

Yourinternwillbesendingyouaformthatmustbecompletedandreturnedbeforetheinternshipcanbegin.Iamheretoansweranyquestionsortroubleshootproblems,shouldyouneedme.Wehopethiswillbeanenrichingexperienceforallinvolved.Again,weappreciateyouforthisvaluablecontributiontoourMassCommunicationprogram.Bestregards,MaryAliceBasconiLecturerDepartmentofMassCommunicationEastTennesseeStateUniversityJohnsonCity,[email protected]

APPENDIX G

Department of Mass Communication Internship Form Department of Mass Communication Internship Form

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PEER MENTOR PROGRAM MENTOR JOB DESCRIPTION

Mentors are central to the success of the Peer Mentor Program. Mentors are students from a cross section of the campus, who have devised strategies to navigate the social and academic atmosphere of Reed, and are willing to share their insights. Mentors do not have to be perfect by any means; we encourage those who have experienced struggles at Reed and have learned, or are learning from, struggles to consider applying. Previous involvement with PMP as a mentor or mentee is not required. We will be hiring 15 mentors for 201516. Mentors are supervised by the Director of the Office for Inclusive Community and are supported by the PMP Interns. Compensation : Each mentor will be matched with 2 4 mentees and will be awarded a $300 stipend at the end of each semester, contingent on the mentor’s maintaining of mentor responsibilities. Time commitment : Approximately 10 hours per month Mentor Responsibilities:

● Mentors must be available for all mentor trainings and meetings as outlined above. ● Maintain regular contact with 2‐ 3 mentees through informal check in meetings throughout fall and

spring semesters ● Plan at least one off campus meal or social outing with mentees each semester (costs covered by PMP) ● Be available as an on going resource for the mentees ● Participate in at least 2 mentor in service trainings per semester ● Participate in at least 1 community service project per semester, coordinated by PMP and/or SEEDS ● Attend and participate in PMP events throughout the year; mentors are expected to attend all events

unless they have a significant work or school commitment that conflicts with the event ● Attend regular Mentor Checkins with PMP Interns and OIC staff ● Respond to email and other communication from the PMP Interns and OIC Program Manager in a timely

manner ● Communicate with the Director of OIC regarding any mentee issues/concerns

Required Qualifications:

● Strong interpersonal skills ● Interest in discussion about diverse perspectives and experiences ● Appreciation for, and sensitivity to, cultural differences ● Knowledge of campus resources and support systems ● Maturity in dealing with confidential and personal information ● Willingness to be a role model; students who receive AOD (Alcohol and other Drug) violations or other

Honor Principle violations while serving as a PMP Intern may not be able continue their employment, as determined by OIC staff.

● Willingness to be an academic role model; students currently on official warning or academic probation during the selection process may be considered as mentors, at the discretion of OIC staff. If a student receives an academic action (official warning or probation) while serving as a PMP mentor, they may not be able to continue their employment, as determined by OIC staff.

Desired Qualifications & Characteristics:

● Reliable and accountable ● Self ‐reflective; ability to help evaluate the program and identify areas for improvement ● Approachable and non judgmental ● Possess active listening skills and the tools to engage in conversations about inclusion and the

complexities of identity (religion, gender, class, sexual orientation, race, culture)

APPENDIX H

Cabrini College Mentorship Sample Application Mentorship Description Sample

Peer Mentor ApplicationStudents looking to become leaders and guide first-year students at Cabrini can apply to become Peer Mentors.

In this leadership position, students design a program in conjunction with a faculty member.

First Name Last Name

Email Cumulative GPA (3.0 minimum)

Faculty Member Nominating

Why have you decided to apply for the Peer Mentor position? What do you hope to learn from serving in this leadership role?

Please describe a context in which you’ve served as a positive role model for other students, regardless of age.

What do you foresee as the biggest challenge you might face if selected for this role as a College Success Seminar Peer Mentor?

How have your previous experiences as a student at Cabrini College prepared you to help first-year students make the transition from

high school to college?

Define any skills that you would like to develop further in order to be a successful peer mentor.

Please submit this application to Richie Gebauer, Director of the Fist-Year Experience, in Grace Hall Room 217 or by email as an

attachment to [email protected].

www.cabrini.edu/FYE - Updated August 1, 2013

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APPENDIX I

Sample Email Sample Email

TO: StudentsintheCollegeofArtsandScience

FROM: CenterofAcademicandStudentExcellence

SUBJECT: WhoWantstoGraduate?

_____________________________________________________________________________________

Graduationistheultimatecollegeaccomplishment,amIright?Post-graduationiswhenyourlifereallybegins,sowhywouldn’tgraduationbeapriority?

CASE ishere tohelpyoureachgraduationandsucceedonthewaythere.CASE ishometonumerousadvisors for students in the College of Arts and Sciences. Make an appointment and let one of ourdeterminedadvisorswalkyouthroughyourownpersonalcollegiatejourney.

GetDegreeWorkstips,Goldlinktips, internship ideas,classrecommendationsandmore.ConnectwithusonsocialmediatoreceivepersonalupdatesaboutCASEevents,deadlines,graduationhelpandmore.

Letushelpyougraduateandgetthebestoutofyourcollegiatejourney.Wecan’twaittohaveyoujoinour#CASELife!

Connectwithus!Facebook:ETSUCASETwitter:@ETSUCASEInstagram:@ETSUCASEOffice:D.P.Culp2ndFloor

TO: StudentsintheCollegeofArtsandScience

FROM: CASE

SUBJECT: #CASELifeMakesForAGoodLife

_____________________________________________________________________________________

Collegeshouldbeagoodtimeandprepareyouforeverythinglifehastooffer.Whynotgetthegoodlifebygettingintothe#CASELife?

TheCenterforAcademicandStudentExcellenceisexactlywhatYOUneedtomakethemostoutofcollege.Wehavethebestgroupofadvisorsheretohelpyou.YOUarethestudentsandYOUaretheonesthatwewanttoseegraduateandgetthebestoutoflife.

Doyouhavequestionsaboutclasses?Questionsaboutmajorsorminors?Questionsaboutinstructorsorfour-yearplanning?CASEisheretoassistyou!

Connectwithusonsocialmediatoseeeverythingwehavetooffer.Tweetus,Instagramus,andFacebookus.CASEwascreatedtogivetheCollegeofArtsandSciencesstudentsalegupintothegoodlife.

Comeseeusforandyou’llreceiveacomplimentary#CASELifeTravelCoffeeMugwithyourinitialadvisingsession.

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APPENDIX J

Howmanycredithourshaveyoucompleted?

AreyouintheCollegeofArtsandSciences? Yes No Total0-29 82

(19.16%)4

(17.39%)86

(19.07%)30-59 106

(24.77%)12

(52.17%)118

(26.16%)60-89 92

(21.50%)2

(8.70%)94

(20.84%90+ 148

(34.58%)5

(21.74%)153

(33.92%)Total 428

(100%)23

(100%)451

(100%)

AreyouintheCollegeofArtsandSciences?Howmanycredithourshaveyoucompleted?

ChiSquare 9.08DegreesofFreedom 3p-value 0.03

Chooseoneofthefollowing:

AreyouintheCollegeofArtsandSciences? Yes No TotalMale 116

(27.62%)0

(0.00%)116

(27.62%)Female 298

(70.95%)0

(0.00%)298

(70.95%)Iidentifyas: 6

(1.43%)0

(0.00%)6

(1.43%)Total 420

(100%)0

(100%)420

(100%)

AreyouintheCollegeofArtsandSciences?Chooseoneofthefollowing:


Howmanycredithourshaveyoucompleted?

AreyouintheCollegeofArtsandSciences? Yes No Total0-29 82

(19.16%)4

(17.39%)86

(19.07%)30-59 106

(24.77%)12

(52.17%)118

(26.16%)60-89 92

(21.50%)2

(8.70%)94

(20.84%90+ 148

(34.58%)5

(21.74%)153

(33.92%)Total 428

(100%)23

(100%)451

(100%)

AreyouintheCollegeofArtsandSciences?Howmanycredithourshaveyoucompleted?



AreyouintheCollegeofArtsandSciences? Yes No TotalMale 116

(27.62%)0

(0.00%)116

(27.62%)Female 298

(70.95%)0

(0.00%)298


(1.43%)0

(0.00%)6

(1.43%)Total 420

(100%)0

(100%)420

(100%)

AreyouintheCollegeofArtsandSciences?Chooseoneofthefollowing:


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APPENDIX J


Howmanycredithourshaveyoucompleted? 0-29 30-59 60-89 90+ TotalMale 25

(31.25%)41

(39.05%)24

(26.97%)26

(17.69%)116

(27.55%)Female 53

(66.25%)63

(60.00%)64

(71.91%)119

(80.95%)299


(2.50%)1

(0.95%)1

(1.12%)2

(1.36%)6

(1.43%)Total 80

(100%)105

(100%)89

(100%)147

(100%421

(100%

Aremanycredithourshaveyoucompleted?Chooseoneofthefollowing:


How did you hear about CASE?

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APPENDIX J

How many credit hours have you taken? Rate your CASE experience.

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APPENDIX J

What is your major? Thank you!

CASE Campaign Proposal

Documents

Transcript of CASE Campaign Proposal