Department of Music Campaign Proposal
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Transcript of Department of Music Campaign Proposal
TA B L E O F C O N T E N T S
SITUATION ANALYSIS ………….. .4
Analyzing the Or gani za tion ……5
Exte rnal Env ironmen t………….. .7
RECOMMENDATI ONS…………..……1 0
Goal ……………….………………….…. 10
Obje cti ve ……….…………………..…10
Stra teg y………. ….……………….. . . .10
Key Publ i c……. . . .……………………. 11
Ta ct ic. .…………. ………………………. 13
S teps for Page Cr ea tion…….1 4
S teps for Cre ating Even ts….17
Uploading Medi a…….……….. .2 0
EVA LUATI ON…. ………….………….. .21
CONSULTAN TS……………………. …. .22
As students of the
University of Wisconsin—La
Crosse, we are dedicated to
excellence. We believe our
proposal wil l improve
recruitment strategies for
the Music Department
significantly.
After much brainstorming,
we are excited to share the
most cost and time efficient
recruitment method, and
we’re sure the department
wil l be excited as well.
Throughout this proposal ,
we targeted recruitment
effort toward high school
juniors and seniors, and our
proposal fits their interests.
The pages that follow
provide an in-depth
exploration of our vision.
R E C R U I T M E N T P R O P O S A L
Department of Music University of Wisconsin—La Crosse
Meredith Brown, Kelsie Bolz, Brittany Ballweg, & Adam Smith CST 360 : SEC TION 001
EXECUTIVE SUMMARY
The Music Department at UW-L takes pride in the
ensembles and the students participating in its
programs. Unfortunately, Haixia Lan and Walter
Elder, in their Academic Program Review of the
Music Department, suggest that problems with
communication within the department make it
difficult to focus on the issue of recruitment, one
of the main goals of the department. When the
department learns to work together as one, it is
more likely to gain more students. This unified
group with clearly defined goals shows exactly
what this department has to offer incoming
students.
According to an interview with Dr. Balfany, the
UW-L Music Department has a recruitment
committee which only meets when it is absolutely
necessary. The department also uses techniques
such as sending letters to state honors ensemble
participants and placing posters in schools
throughout the state. However, not all prospective
students are being reached due to the lack of
funding.
CST 360 : SEC TION 001 2
EXECUTIVE SUMMARY
The increasing competition around the area makes
recruitment efforts difficult with such places as
Viterbo University, Luther College, UW-Eau Claire,
and UW-Whitewater.
Since there is a lack of monetary resources within
the department, it is wise to develop an effective
campaign with minimal cost. Creating a Facebook
page is an effective way to reach all prospective
Music Department students. The person
designated to create the page must first make sure
the department creates an account. Once this is
finished, following the directions to creating a page
is quite simple. After the page has been created, it
is then possible to invite students to join the
group, notify students of upcoming events, and
incorporate pictures and videos of happenings
within the department. Another effective tool is
the discussion board. By using this device, it is easy
for prospective students to ask questions or find
out more about specific ensembles. In
examination, Facebook is an effective tool the
Music Department should utilize.
UW- L M USIC
3
SITUATION ANALYSIS
The Music Department seeks to recruit musically
talented individuals for its ensembles. According to
Academic Program Assistant Christine Reed, the
University of Wisconsin-La Crosse Music Department
has 549 student participants. This includes 92 majors
and 36 minors. The Music Department prides itself in
its ensemble participation. In an interview, Dr. Balfany
expressed how the 15+ ensemble opportunities
surpass the percentage of opportunities found in
schools three times the size of UW-L. Because of the
great number of ensemble opportunities, ensemble
participation and recruitment is essential. New
participants are continuously needed to keep the
program running. Despite this, there are major
discrepancies within the department that prevent it
from reaching its recruitment goals. For instance, Lan
and Elder expressed concerns about the relatively few
numbers of full professors for the size of the
department. They went on to discuss the need for
clearly defined, long-term expectations for
recruitment. Through improved recruitment, the Music
Department will improve the degree of excellence it
hopes to achieve. In essence, Dr. Balfany states that
the Music Department hopes to recruit 20 new
students per year.
CST 360 : SEC TION 001 4
SITUATION ANALYSIS
Analyzing the Organization
UW-L’s Music Department strives for excellence in
performance and learning. It strives for high ensemble
participation and one-on-one interaction with faculty.
During the podcast discussion with Dr. Balfany, the
organizational leadership is very happy with the
performance aspect of the ensembles; however, it is
not happy with the recruitment for ensemble
participants. During an interview with Dr. Balfany, he
mentioned how the Music Department has a
Recruitment Committee which meets on an as-needed-
basis. There are five full-time faculty members on the
committee. Current recruitment activities include: a
letter to every high school state honors ensemble
participant, and posters in all Wisconsin, Twin Cities,
and Northern Illinois high schools.
The Music Department lacks inter-faculty
communication. Lan and Elder state, “The self-study
and the Dean’s letter both mention departmental
collegiality and internal communications are less than
ideal.” Faculty cannot work on tasks such as
recruitment easily if the communication is divided.
UW- L M USIC
5
SITUATION ANALYSIS
Analyzing the Organization Cont.
UW-L also lacks the necessary funding to reach all
prospective students. “There is a diminishing pool of
those majoring in music,” said Dr. Balfany. This is due to
the fact that scholarships are not readily available to
numerous amounts of students and the economic
instability of today. Despite the economy, UW-L has a
low tuition cost and a high academic standard. Corey
Sjoquist attributes this to the high ACT scores and
relatively low acceptance rates of incoming freshman.
CST 360 : SEC TION 001 6
Current Recruitment Activities
-Committee meets on an as-needed basis
-Letters to all high school state honors
ensemble participants
-Posters in all Wisconsin, Twin Cities, and
Northern Illinois high schools
SITUATION ANALYSIS
External Environments
The department’s main competitors, Luther College
and Viterbo University, have very successful
recruitment methods. There is competition within the
UW-system as well; both UW-Eau Claire and UW-
Whitewater are comparably sized universities. All
schools sponsor flourishing summer programs to
attract prospective students. Luther hosts five Dorian
Festivals and two music camps each year. Since 1861,
over 90,000 high school students attended these
prestigious camps. According to its Web site, Viterbo
plans three summer workshops and is planning to host
a new summer program called “The Complete Singer”
in the summer of 2010. This program will be used to
attract new voice students to the Viterbo campus. The
University of Wisconsin-Eau Claire offers summer
programs within their department and includes a one-
week music camp for percussionists and musical
theatre. The Music Department at the University of
Wisconsin-Whitewater hosts a number of summer
music camps for students of all ages. These events are
under the direction of Music Department faculty and
administered through the UW-Whitewater Office of
Continuing Education.
UW- L M USIC
7
SITUATION ANALYSIS
External Environments Cont.
Compare these to the one UW-L summer program,
Vocal Jazz Camp. This does not include any winter
festivals or activities. These recruitment initiatives
could potentially take a toll on the number of recruited
music students at UW-L.
Other colleges have staff for recruitment and/or
publicity initiatives. According to its Web site, Luther
College has a staff of six for recruitment and PR issues.
Two specialize in marketing and coordination, and one
works specifically to coordinate summer recruitment
programs. Others on staff perform administrative tasks
such as secretarial work. UW-Eau Claire has at least
one music staff member for university programs, which
may include summer camps and recruitment
initiatives. The Viterbo arts program has one full time
publicity staff member as well. UW-L lacks the full-time
staff members needed to support these initiatives.
Instead, UW-L’s professors take it upon themselves to
be PR agents. Upon discussion with Dr. Balfany, he
explained that his publicity efforts go toward writing
press releases for Jazz Ensemble performances. In
terms of physical appearance, UW-L’s facilities do not
match those of any of these schools.
CST 360 : SEC TION 001 8
SITUATION ANALYSIS
External Environments Cont.
Viterbo has a large, aesthetically pleasing concert hall
in which the university ensembles, and community
ensembles, like the La Crosse Symphony Orchestra,
perform. Luther College has many large performance
halls: Center for the Faith, Life Main Hall, and the
Jenson-Noble Hall of Music. Eau Claire has a 600-seat
Gantner Concert Hall, along with a 200-seat recital hall.
In contrast, Whitewater has a 1,300 seat Irvin L. Young
Auditorium for their performances. The notably small
size of Annett Recital Hall forces UW-L music
ensembles to perform in the Cartwright Center, which
is neither aesthetically or acoustically pleasing.
Viterbo University boasts about graduate admittance in
the top music schools. Currently, Viterbo is the only
university in the region to produce Opera productions,
despite UW-L’s efforts to do the same. Luther College
is considered a music powerhouse-one having great
drive, energy, and ability according to the Merriam-
Webster Dictionary. To illustrate this, The Decorah
Newspapers reported that the Twin Cities Public
Television won a regional Emmy award for “Best
Special Event Coverage” of the 2008 PBS national
television program “Christmas at Luther-Night of Glory,
Dawn of Peace.”
Tuition
Comparisons
Luther: $32,140*
Viterbo: $19,670*
UW-L: $7,500*
*Tuition per year
from Admissions
Offices
UW- L M USIC
9
RECOMMENDATIONS
Goal
The goal of the proposal is to increase UW-L music
ensemble participation by fall 2010.
Objective
To increase participation of new students in the UW-L
Music Department by fall 2010 through creating an
awareness tool.
Strategy
Using electronic social networking sites to increase
awareness of the UWL Music Department to high
school students.
CST 360 : SEC TION 001 10
RECOMMENDATIONS
The Key Public
Our key public, Wisconsin high school music students,
is a vague category. In general, our campaign proposes
to target high school students participating in music
ensembles: band, orchestra, or choir members. The
campaign will focus on high school juniors and seniors.
This public was selected due to heightened awareness
and interest in prospective universities.
According to the Wisconsin Department of Public
Instruction, high school juniors and seniors are typically
16-19 years old. Many high school students live at
home and commute to a local high school. There are
71,785 seniors and 71,326 juniors in Wisconsin public
high schools. 6,072 seniors and 6,287 juniors enrolled
in Wisconsin private high schools in 2009. An academic
study supported by the Grammy Foundation found
that approximately 35.2% of students from small high
schools participate in music ensembles and 26.9% of
students from larger schools participate in the music
education programs. The Grammy Foundation is the
organization that hosts the Grammy awards each year
and supports many music education initiatives.
On This Page:
WI Public Schools
-71,785 Seniors
-71,326 Juniors
WI Private Schools
-6,072 Seniors
-6,287 Juniors
UW- L M USIC
11
RECOMMENDATIONS
The Key Public Cont.
The Grammy Foundation found music participation is
higher in schools with a higher socio-economic status.
Smaller schools have more band and choir
participation, and larger ones have more orchestra
participation. There are geographical differences as
well. Rural areas generally have stronger band
participation, and urban areas have more orchestra
participation. Suburban areas are prone to higher
choral participation.
According to the Grammy Foundation, students from
lower socio-economic statuses may not participate in
music ensembles due to cost of music equipment and
sheet music. David Nabb, in his document from the
UMI Microform, states that this trend is more dramatic
in instrumental participation, but is still apparent in
choral ensembles. Due to the socio-economic gap,
most high school music students are white. However,
the Grammy Foundation states that black students are
statistically more likely to participate in music
ensembles (42.2% of black students) than white
students (40.9%).
CST 360 : SEC TION 001 12
RECOMMENDATIONS
Tactic
The lives of today’s teens are constantly surrounded by
technology. According to The Pew Internet and
American Life Project, “The number of teenagers using
the internet grew 24% in the past four years and 87%
of those between the ages of 12 and 17 are online.”
ComScore, a digital marketing measurement service,
rated Facebook as the most accessed social networking
site. According to combined statistics by the U.S.
Census Bureau and media expert Nick Burcher, nearly
45% of 15-19 year olds have a Facebook account.
Further, Facebook Corporation states the typical user
spends more than 55 minutes a day on Facebook. The
site also allows for many publicity opportunities and
perspective student networking. This makes Facebook
the prime means to improve recruitment and
awareness.
Facebook gives the Music Department a way to reach
out to prospective students to better inform them on
the events taking place on campus, the ensembles in
which they are able to partake in, and …
UW- L M USIC
13
What Facebook can do for the Music Department
RECOMMENDATIONS
…finally meet people who would are able to answer
any questions about aspects of the music programs.
The most beneficial tactic for the UW-L Music
Department is to create Facebook page. The social
networking site was selected due to the startling
statistics mentioned earlier. Also, as an added bonus,
Facebook is a global site. Facebook can be used in a
number of ways to recruit more students from around
the world into the UW-L Music Department.
Step-by –Step Guide to Creating a Facebook Page
1. Go to www.facebook.com and click on ‘Create
New Facebook Page’ on the bottom of the
homepage.
2. Under the category section, choose the local
button and select ‘Education’ as the page type.
3. Continue down the page and choose the ‘Name
of Page.’ Continue by writing the preferred
page name. Potential names include
“University of Wisconsin—La Crosse
Department of Music” or “UW-L Music
Department.”
4. Choose security preferences at the end of the
first page.
CST 360 : SEC TION 001 14
What Facebook can do for the Music Department
RECOMMENDATIONS
A November 11, 2009 New York Times article further
discussed how many small businesses use Facebook
to find new customers and fan communities. The UW-
L Music Department will be able to find more
prospective students this way. In fact,
ComputerWorld.com stated that market shares of
selected businesses increased by 194% through
effective use of Facebook.
The New York Times suggests organizations ask family
and friends to become Facebook page fans. This
builds an acceptable crowd when the page officially
debuts. Pages also grow by word of mouth. With the
average Facebook user having 130 friends, imagine
how fast the word will fly.
Also, be sure to make the page unique. “The pages
that are most successful,” said Tim Kendall, the
director of monetization at Facebook, “are the ones
that really replicate the personality of the business.”
Also try to keep the content fresh. Status updates and
newsfeeds are a way to keep users coming back to
the page and keep them interested.
UW- L M USIC
15
RECOMMENDATIONS
Step-by –Step Guide to Creating a Facebook Page Cont.
6. Click on the ‘Create Page’ button.
7. The following page asks for Facebook account
information.
a. If an account for the department already
exists, click this button and sign in. Once
signed into the account, you will be taken
directly to your new Facebook page.
b. If no account exists, click this button and
type in the email address as well as a
desired password to set up an account.
8. From here, click the ‘Edit Page’ button to have the
opportunity to change all of the settings within
the department’s new page.
When students are looking up any kind of information on
UW-L or the Music Department within Facebook, a link to
this page will appear and they can find the information
they are looking for. Students will be able to become
‘fans’ of the Music Department. Being a fan is a way for
students to easily access the page from their profile view.
Fans also receive group-wide messages sent by the page
administrator. Utilizing the fan-base is a simple way to
inform interested students about audition news,
potential events, and other information.
CST 360 : SEC TION 001 16
RECOMMENDATIONS
Another way to make sure students know about the page
is to click on the ‘Edit Page’ button once again. At the top
right had corner of the page there is a ‘Promote Your
Page’ button. This button allows the department to fill
out necessary information to create an advertisement for
the page. This is a wonderful way to promote the UW-L
Music Department and make sure it is available to any
person on Facebook. But be aware, this costs money.
Although advertisements have additional cost, buying
one may be a wise investment later on. The New York
Times article by Kermit Pattison states, “As you create an
ad, you can add demographic criteria and keywords and
see how many Facebook users fall into your target
audience and modify it accordingly to get the most bang
for your buck. Advertisers can elect to pay per impression
or per click, set maximum budgets and schedule the ad to
run on specific dates.”
Promoting Events on Facebook
One of the most important applications to learn how to
use will be the ‘Events’ feature, which allows people who
are a part of this Facebook page to gain more knowledge
about what types of activities, concerts, performances,
etc. are happening within the department. Increasing the
awareness of performances and events will increase the
number of students wishing to participate.
UW- L M USIC
17
RECOMMENDATIONS
Step-by-Step Guide to Creating Events
1. Click ‘Edit’ button under Events to be directed to
a new page. On this page, type in the event name,
location of the event, and start/end time of the
event.
2. Next click ‘Create Event’ to be directed to an ‘Add
Details’ page. This page allows the department to
upload pictures, type a description of the event,
and ask Facebook users to attend the event.
When done, click ‘Save and Continue’.
3. The third step is inviting people to this specific
event. In order to invite Facebook users, click on
any important fans relevant to the purpose of the
event. Also, the department can invite people to
the event via email by simply typing email
addresses in the designated area. There is also an
option to add a personal message to the
invitation, but this is not always necessary. When
finished with this step, simply click the ‘Send
Invitations’ button.
CST 360 : SEC TION 001 18
RECOMMENDATIONS
Another feature that may be useful to add is the
discussion board.
1. To edit the discussion board, click ‘Edit’ at the
upper right hand corner under ‘Discussion
Boards’.
2. At the upper right corner, click the button,
‘Start New Topic’. There is an area to write
what the topic of this discussion board is, as
well as another area for explanation.
3. After filling these two areas out, click ‘Post
New Topic’.
The Discussion Board feature is beneficial in
discovering ways to make the department more
visible, reading any problems or questions students
may have, and also discussing upcoming events. In
regards to prospective students being a part of the
page, they can see what types of things go on within
the department, so they can decide if the UW-L Music
Department interests them.
Discussion Board
UW- L M USIC
19
RECOMMENDATIONS
CST 360 : SEC TION 001 20
Uploading Pictures and Video
A feature that is commonly used on Facebook pages are
the photo and video features. A November 19, 2009
Press Release from Nielsen Ratings found Facebook was
the third most popular internet site for online video
viewing. Facebook ranked after YouTube and Hulu. These
ratings show the popularity and wide-use of video
watching on Facebook. By clicking the ‘Edit’ button under
either the photo or video application, the department
can create a new album for pictures or add video. When
clicking on the ‘Create a New Album’ button, Facebook
asks for an album title, location, and description. After
clicking ‘Create Album,’ upload pictures. When in the
editing section of the video application click the ‘Upload
Video’ button in the top right hand corner.
The photo and video features enable both current and
prospective students as well as faculty and staff to share
the accomplishments of students. By sharing the success
of some of the ensembles, the department becomes far
more well-known and interests more students. The
Facebook page may encourage students to attend
performances and take part in the ensembles when
arriving on campus.
UW- L M USIC 21
Viterbo has already made a
Facebook group which has 105
members. The Viterbo Music
Department briefly described
the department and posted a
link to its website. The
Department currently has five
events posted, as well as contact
information for ticket sales. This
is just a basic example of how a
department may use a Facebook
page, and we encourage the
UW-L Music Department to
utilize other features such as
music, photos, and videos of
performances.
To judge the success of the project is to count the
number of high school students who join UW-L
ensembles. The department can use the performance
evaluation to see a change in the number of high school
students joining UW-L Music Ensembles. We reach our
goal by measuring the number of Facebook fans.
Evaluation
RECOMMENDATIONS & EVALUATION
CST 360 : SEC TION 001 22
Meredith Brown
I am a UW-L senior majoring in Communication Studies
and Vocal Music Performance with a minor in Spanish.
My connections with the music department are strong
and deep. I have working relationships with many Music
Department faculty members, and a keen awareness and
concern for the department’s welfare. In addition to
involvement in UW-L music program, I bring many
resources to the project as the Public Relations Intern for
the College of Liberal Studies. For five years, I have been
an active music student. My activities include
membership in: the UW-L Concert Choir, Choral Union,
Women’s Chorus, Chamber Choir, and voice lessons with
Dr. Terence Kelly. I also participated in opera workshops
with the UW-L Symphony Orchestra. My professional
experience contributes much knowledge and skills
needed to improve the Music Department’s recruitment.
With my experience at the School of Arts and
Communication, and active ties with the Music
Department, I believe I can make the Music
Department’s goals a reality.
CONSULTANT BACKGROUNDS
CONSULTANT BACKGROUNDS
UW- L M USIC 23
Kelsie Bolz
I am exceptionally thrilled to be working on recruitment
efforts for the Music Department. I am a UW-L
sophomore majoring in Organizational and Professional
Communications and minoring in Spanish. As a vocalist in
the Concert Choir and past member of Women’s Chorus,
I have an emotional connection to the department, and I
know much about what the department offers. I am a
very organized individual and will do anything to meet
my goals. My leadership and scholastic background
becomes very important in these cases. In high school, I
worked as the assistant editor of the paper and was
Secretary of Concert Choir. I also lead groups like
Student Council and Spanish Club to program and
publicize events. Presently, I am the Residence Hall
Association Council Secretary, advisor to the Activities
and Relations Committee, and an Academic Resource
Mentor. In these positions, I plan programs and increase
student awareness of residence life on campus. My
knowledge of programming, organization, publicity, and
music make me a great practitioner for the recruitment
efforts of the Department of Music.
CST 360 : SEC TION 001 24
CONSULTANT BACKGROUNDS
Adam Smith
I am very excited to help the UW-L Music Department as
Music has always been very important in my life. I played
percussion throughout high school and was elected to
the All-Conference band my senior year. My musical
experience taught me the importance of music for
students. I learned musicians must work together to be
successful. I am also a broadcast major, and I would like
to be a sports anchor or reporter someday. Therefore,
speaking in front of a group is not a problem for me. I
have taken numerous broadcasting classes that have
given me an understanding of the basics of media as well
as public speaking. I am also the Program Director for
UW-La Crosse’s station WMCM. This position has shown
me how important it is to work with others and make
sure what we are doing what is in the best interest of the
station. I have plenty of experience with Facebook as
well. I started my account a couple of years ago and have
seen many organizations raise awareness for their events
through Facebook. I am also a member of the WMCM-TV
group on Facebook which we use to promote the station.
With my knowledge in these areas, I feel I am an
excellent choice for this proposal.
Brittany Ballweg
I believe I will do a great job representing the proposal
our group created. We hope it improves the UW-L Music
Department’s recruitment efforts. I learned a number of
communication skills through my summer job working in
the office at a water park in Wisconsin Dells. I was in
charge of answering phones, dealing with customers, and
leading group ticket sales. All these duties were
necessary to make each day successful and to keep the
reputation of our business positive. I also took part in the
Symphonic Band my sophomore year at UW-L. Therefore,
I know about many aspects of the department. My
experience in the department as well as my many
communication skills will be an important addition to
help better this campaign.
CONSULTANT BACKGROUNDS
UW- L M USIC 25