UNC Summer School Public Relations Plan

7/27/2019 UNC Summer School Public Relations Plan

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Table of Contents

Executive Summary ......................................................................2

About BarkBarkPR.......................................................................3 eam Members ................................................................5Research ........................................................................................7 Secondary Research .......................................................7 Preliminary Key Publics .................................................8 Primary Research ...........................................................8 Primary Research Methodology...................................8 Primary Research Key Findings .....................................9 Confirmation o Key Publics..........................................9SWO Analysis...........................................................................13Situation Analysis......................................................................15 Central Core o Difficulty..............................................16Campaign Goals.........................................................................17 Communication Goals..................................................17 Client Brand Positioning..............................................17 Mission ...........................................................................17 Brand Values...................................................................18 Campaign Teme...........................................................20Strategic Plan...............................................................................21

Evaluation.................................................................................28Message Matrix..........................................................................30imeline......................................................................................34Budget..........................................................................................39Appendix....................................................................................41


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Executive SummarySince 1887, UNC Summer School has aimed to provide UNC Students, as well as visitingstudents, with the opportunity to engage in academic studies during the summer months

o the year. In the past, UNC Summer School has been organized into distinct and sep-arate sessions: Summer Session I and Summer Session II. With such high interest orsummer school classes, the UNC Summer School developed a pilot program in 2007, nowknown as Maymester, which would accompany Summer Sessions I and II. Since Mayme-sters inauguration in 2010, the UNC Summer School typically enrolled between 6,000-7,000 students per summer.

For the first time in the past five years, UNC Summer School noticed a decrease in at-tendance during its 2013 summer sessions with a 3.4 percent decrease in enrollment. Asa result, UNC Summer School had to cancel over 40 courses, including nine Maymestercourses. At this time, the UNC Summer School staff believed the decrease was a result oless ederal financial aid to assist with tuition, as well as an improving economy that al-lowed UNC students to find summer jobs and internships.

Afer conducting primary and secondary research with target publics including UNCstudents and aculty, BarkBark PR has determined that the UNC Summer School needsa new adjustment in its brand image. Many students polled believed that UNC SummerSchool was not a top priority or the right fit or their summer. Furthermore, many UNCaculty and proessors believed that UNC students were not interested in summer school;

aculty and proessors believed students were more interested in summer jobs and intern-ships.

o combat these issues, BarkBark PR believes that a communication campaign entitledGet it Done. Have Fun. can prove to UNC students that summer school is a practical andoptimal academic priority, as well as an important Carolina college experience that shouldnot be ignored. With this communications campaign, BarkBark PR believes UNC Sum-mer School will notice an increase in awareness and enrollment in just two summers.

UNC Summer School is an important part o the UNC college experience. We believe that

by adjusting the Summer School brand we will be able to attract many more enrollees andshow that UNC Summer School is the place to GE I DONE, HAVE FUN.

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ABOUT BARKBARK PR

Mission

o provide clients with a communication strategy that projects their brand in the mostaccurate and efficient way possible, we integrate research analytics and out-o-the-boxcreativity to project your voice loud and clear with the right messaging.

Brand Positioning Statement

Navigating through todays noise can be tough with the speedo the worlds innovation and technology. BarkBark PR prac-tices the aggressive initiative your company needs. o keepclients visible and above the rest, our team compiles the per-ect blend between traditional and new public relations. Weuse creativity and strategy to cut through the chaos and haveyour message be heard by the right people.

At BarkBark PR, our bark is just as fierce as our bite.

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Values

Integrity

We hold ourselves accountable or our work and value the importance o consistencyin our actions, methods and principles. We believe in our strong oundation o moralcharacter and carry it with us through the entire campaign process.

AccuracyWe get it right the first time, every time. Setting high standards means we work toreach and exceed them in a timely manner.

LoyaltyOur clients are the reasons BarkBark PR is able to continue exercising creativity and take ac-

tion in producing brand messaging and communication strategies unlike any other agency.Loyalty to clients is o the greatest priority, and our commitment to perecting the creativeprocess in order to create the highest quality messaging is a product o it.

CommunicationWe want to keep our clients in the loop. We believe that in order to do our work well,open communication is key. We make it a priority to be open and honest and we askthe same o our clients. Staying connected leads to stronger relationships, better ideasand quality work.

CreativityWe love coming up with big and bold ideas that are unique and memorable. We canpromise that our communication strategies will surpass our clients expectations andleave a lasting impression with their various target publics.

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eam Members

Connolly Walker is a senior in the School o Journalism andMass Communication at the University o North Carolina atChapel Hill. Connolly is studying public relations with im-mersions in political communication and marketing. Cur-rently, Connolly is the marketing director and agent intern atPam Herndon State Farm in Chapel Hill, NC. At the agency,Connolly creates and designs monthly State Farm promotion-al items, as well as network with local realtors and apartment

complexes to increase State Farm reerrals. Growing up, Con-nolly always knew she had a knack or taking a small idea andtransorming it into a big event, which is why she is so excitedto be a member o BarkBark PR. At the agency, Connolly iscertain she can help take a clients problem, find a solution andcreate a memorable and positive experience or all involved.

Madeleine Kainz attends the University o North Carolinaat Chapel Hill and is a senior. She majors in journalism o-cused on the public relations track and has a minor in En-trepreneurship. Her last internship was at EASWES PRin Beijing, China. EASWES is an Asian agency that helpswestern companies market to the Asian culture. At EAS-WES Madeleine worked on managing events and creat-ing project pitches. Madeleine loves big ideas, taking risks

and finding solutions. She started working at BarkBarkPR this year and believes she has ound the place that findsthe perect merge o creativity and proessional structure.

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Alison Lee is a senior public relations major in the School oJournalism and Mass Communication at the University o NorthCarolina at Chapel Hill. Outside o class, she gains hands-onagency experience at Koroberi, Inc., a Chapel Hill-based B2Bagency, as an integrated marketing and public relations intern.From social media managment to client buzz reports, her re-sponsibilities span across all communication strategies, includ-ing advertising, marketing and research. Alison also minors insocial and economic justice, with a passion or education pol-

icy and reorm. At BarkBark PR, Alison exercises her exper-tise in strategy execution, design and usion public relations.

Jordan Prince is a senior at the University o North Carolina atChapel Hill majoring in Journalism Public Relations with aminor in Southern Studies. Jordan will graduate in May 2014and is originally rom Mint Hill, NC. He has gained experi-ence writing press releases, creating act sheets and designingbrochures as an intern or non-profit organizations such as theWalking Classroom Institute in Chapel Hill, NC and 2treesin Fort Lauderdale, Florida. In addition to public relations,Jordan serves as an intern or Cru and works an Office Assis-tant with UNC Housing. Growing up, Jordan always want-

ed to be involved in journalism, especially as a sports writ-er. However, afer working as a reporting major, he decidedto switch to public relations where communication is muchmore cooperative, which makes him a great fit at BarkBark PR.

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RESEARCH

Secondary Research of Similar Organizations, Existing rends &Opinions

In order to begin identiying the key publics and strategies, the team began with sec-ondary research. Tis consisted o research on the clients background and the trends,opinions and perceptions o summer school nationwide. One o the main tactics usedin this secondary research was individual online research o news sources and scholarlyarticles. From the online research, the team learned that the majority o media coverageon summer school nationwide revolves around summer school at the high school level.Many schools are cutting their summer school programs because o budget issues; how-

ever, some school districts are using summer school to close the achievement gap thatexists between students o lower and higher socioeconomic statuses. Te media coverageo summer schools at the college level showed that summer school is actually on the risenationwide, which contradicts the trend at UNC. Students are flooding summer schoolsat other colleges and universities because tuition is ofen much cheaper in the summerand because many students are trying to graduate early. Media coverage or UNC SummerSchool in particular is very minimal, with only two Daily ar Heel articles published thatcovered the drop in enrollment at UNC Summer School.

Secondary research also consisted o a group question-and-answer session with UNC

Summer School Dean Jan Yopp. From this Q&A session, the group learned that the ma-jority o people who attend UNC Summer School do so because they are catching up oncredits, want to have an easier all or spring semester, or they are trying to graduate early.Te group was also able to find out that the UNC Summer School office is trying to attractmore high school students to the summer sessions, which helped the team identiy anoth-er key public.

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Preliminary Identification of Key Publics

Prior to conducting the primary research or the UNC Summer School campaign, the

BarkBark PR team carried out secondary research in order to identiy key publics. Tissecondary research was completed through the use o online sources and an interviewwith Jan Yopp, the dean o UNC Summer School. Based on the secondary research, thepreliminary key publics identified by BarkBark PR were

UNC aculty UNC students Local high school students and parents Visiting college students ranser students

Primary Research

Our next step afer identiying our potential key publics was to conduct primary researchto gain more insight in determining final targets or the campaign. From this research wewere able to issue a SWO analysis, identiying our strengths, weaknesses, opportunitiesand threats or the campaign.

Primary Research Methodology

One o the primary research methods was the release o two quantitative online surveys,one sent out to students and one to aculty through digital communication, primarilysocial media. Te survey was created through an online generator called SurveyMonkey.Te survey yielded 178 responses rom students and 65 responses rom aculty. Te ques-tions consisted o multiple choice, rating scale, and various open ended- questions to giverespondents urther opportunities to explain their responses. Some o the questions askedor respondents possible reasons or why students attend UNC Summer School, a ratingo the success o student participation in UNC Summer School and alluring and deterringactors to attending UNC Summer School.

Tere were seven individual interviews or primary research, and they included a series oquestions crafed by the BarkBark PR team. Te interviews were very inormal and wereheld in-person on campus the majority o the time. Te subjects were all UNC students,the majority o which were upperclassmen, and there was roughly a 50-50 split betweenmale and emale students. Te two ocus groups had 5-6 subjects each, consisting o UNCStudents that were both male and emale. Participants included both ormer summerschool students, and students who had never attended summer school. Each ocus grouplasted between 30-45 minutes and was hosted by a BarkBark PR team member.

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Tis portion o the primary research or both ocus groups and personal interviews be-gan with some demographic questions, ollowed by a question as to whether or not thesubject(s) had attended summer school in the past. I the subject(s) responded no, thesubsequent questions explored what the subject already knew about summer school, howhe/she ound that inormation, and why the subject did not choose to attend summerschool. I the subject(s) answered yes, the subsequent questions explored why and whenthey chose to attend summer school, what their experience was like, and what they wouldchange about their experience. Both sets o subjects, both those who attended and thosewho had not, were asked questions about their perceptions o UNC Summer School, ques-tions about where they get their news, and questions about how they typically spend theirsummers.

Primary Research Key Findings

Students believe that getting an internship is more important and more valuablethan attending summer school.

Students believe that UNC Summer School is not worth the cost. For students who enjoyed attending UNC Summer School, the increased amount

o time designated to ewer classes was most appealing. Students believe UNC Summer School courses are easier to obtain an A in than

courses offered during the academic year. Students use the summer to make money or the school year, and believe attend-

ing UNC Summer School would be make this difficult.

Students do not think it is necessary to take summer school, in general, in orderto complete their hours in 4 years.

Students believe that Chapel Hill is deserted or empty in the summer.

Confirmation of Key Publics

Due to key findings in the research, the three key publics that are confirmed rom the pre-liminary key publics identification are UNC students, UNC aculty, and local high school-ers and their parents. In addition to the confirmed publics, the team also concluded acul-ty department heads at UNC and media outlets are also key publics that will be includedin the strategic planning and messaging.

Below is an explanation o all the key publics that are important to the overall success othis communications campaign. Afer completing the secondary research, the team iden-tified a ew key publics, but afer completing the primary research and discovering whichgroups were most important to the campaign, we confirmed these selected publics:

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ALL UNC SUDENSSince UNC students are the most vital and easily reachable customer o UNC Sum-mer School, making sure that the team designs a campaign that successully reachesall students on campus is a high priority. In order to do this successully, the UNCstudent body population can be broken down into different segments that each havetheir own specific messaging. However, the team also decided to target all UNC stu-dents as a separate key public, and strategies and tactics were designed to reach thestudent body as a whole.

UNC UNDERCLASSMENUNC underclassmen are a segment o the UNC student population that includefirst-years and sophomores. Tis group is particularly important or the UNCSummer School campaign because they still have plenty o summers lef in

college. Also, underclassmen are ofen very ocused on completing basic gener-al education requirement courses, and since UNC Summer School offers manyo these types o classes, underclassmen are a prime demographic. Te researchshows that UNC students, particularly underclassmen, currently think sum-mers are or going home and working, especially since it is only their first orsecond year away rom home. Te BarkBark PR team wants to convince themthat Summer School is a viable option or their summer, and that it can be bothproductive and un.

UNC UPPERCLASSMEN

Te UNC upperclassmen public are another segment o the student popula-tion that is key or the UNC Summer School campaign. Tese students are

juniors, seniors and fifh-year seniors that are ocused on graduating on timeand making sure they are ready or the proessional environment. Te teamsresearch shows that because this group is nearing the end o their college expe-rience, so many o them want to ensure that their summers are as productiveas possible. Tereore, many upperclassmen tend to place internships and workexperience related to their career paths as the highest summer priority. In orderto convince them that UNC Summer School should be o the highest priority,the campaign must introduce summer school as a productive choice that will

lead to brighter utures. UNC upperclassmen are also the portion o the studentbody that ocuses on graduating on time, so it is important to communicate theavailability o courses that are necessary or graduation such as general educa-tion classes. Upperclassmen are also urther along in completing their majorclasses, so it is crucial or the campaign to target certain proessional schoolssuch as the School o Journalism and Mass Communication, the Kenan-FlaglerBusiness School and Gillings School o Public Health, along with many other

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departments. Additionally, because upperclassmen only have a ew semesterslef beore they enter the workorce, they value time with riends and havingun with the limited time they have lef as college students. Tereore, the teamwanted to ensure that the messaging or upperclassmen connotes a sense o unthat runs along with the sense o productivity.

PROFESSORS, DEPARMEN HEADS, SAFF ADMINISRAIONTe proessors, department heads and staff administration at UNC are all combinedinto one key public that the team identified in the secondary research and later con-firmed through the primary research and strategic planning. While one o the maingoals o the campaign is to increase student enrollment at UNC Summer School, itis o extreme importance to ensure messaging is targeted at the aculty in charge oteaching UNC Summer School classes. Tis public is interested in not only filling

classrooms, but also helping their students and having time to carry out their ownpersonal research. argeting staff administrators and department heads is crucialbecause they are the ones in charge o deciding which courses will be offered over thesummer and which proessors will teach those courses. Te teams research has shownthat students highly value taking summer classes that either ulfill a graduation re-quirement or offer hands-on learning experiences. Tereore, this campaign willleverage this public by making sure the best classes are offered, and also making surethat students are ully aware o the classes that are offered. Te research also showsthat students are influenced by proessors and advisers, so this public will be used todo just thatto influence students into thinking that UNC Summer School is a high

priority.

HIGH SCHOOL SUDENS AND PARENS IN RIANGLE REGIONIn addition to UNC aculty and students, a key public will be locassl high schoolstudents and their parents. In the secondary research, UNC Summer School DeanJan Yopp discussed the process o admitting high school students to UNC SummerSchool, and she said the summer school office definitely wants to admit more highschool students. Secondary research also showed that high school students are eagerto get a head start on their college degrees, and admitting high school students wouldhelp fill summer school classrooms. Also, the proximity o riangle-area high school

students to the campus will make them a viable option to take summer school classes.One major influencer or high school students is their parents, which is why they arealso enveloped in this key public.

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ALL PUBLICSTe last key public is very generally a summation o all the publics mentioned above.While some o the messaging or the campaign strategically targets certain publicsindividually, some o the strategies are targeted at any and all o the publics that canpossibly be reached. For example, this campaign will make use o a media relationscampaign that could reach more than one o the publics at once, so the team wantedto include one final public that is constituted o all the groups above.

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SWO Analysis

Te ollowing table explains the strengths, weaknesses, opportunities and threats the BarkBark PR teammust consider when creating an effective communication strategy or UNC Summer School.

STRENGTHS WEAKNESSES UNC is a highly ranked and accredited nation-

al university, and its summer school programcontinues the prestigious image through thesummer.

With three summer session periods (Mayme-ster, Summer Session I and Summer SessionII), students can have a flexible summer sched-ule and plan according to their preerences.

UNC Summer School offers a diverse selectiono courses between the three sessions, many owhich ulfill general education requirements, aswell as major requirements.

Te leadership at UNC Summer School is veryopen-minded to both creative and strategictactics in order to garner interest in the pro-gram.

Te UNC Summer School department is estab-lished and recognized within the universitysinner-aculty.

Te high tuition costs or UNC SummerSchool will not all.

A disconnect between the UNC SummerSchool department and other departments ex-

ist due to a lack o internal department adver-tising.

A lack o a consistent digital and social mediapresence

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OPPORTUNITIES THREATS

Academically ambitious and competitive highschool students are eager to enroll in challeng-ing courses, and UNC Summer School pro-

vides that opportunity. High school students parents perceive college

courses or their children to be an opportunityto exceed the competition.

UNC Summer School registration takes placeduring the academic year.

Students believe summer is an ideal time toattend study abroad programs. Free summer online courses are available

through other institutions. Students believe jobs and internships are more

profitable in their investment o time and fi-nances than attending summer school.

Te current economic state o many studentsand their amilies prevents Summer Schoolrom being a priority.

UNC Summer School must fight the summeris a time or break and summer school ispunishment mentalities.

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Primary and secondary research provide sound evidence behind the agencys communi-

cation goals and strategies. Patterns and consistency in the results o the different researchmethods confirm a handul o perceptions prior to the research.

Based on the primary research, college students do not perceive summer school as anopportunity or personal or academic advancement. Other priorities, such as intern-ships, work and personal time, compete with summer school as a valuable use o summer

vacation. Another key finding o the survey is the financial wariness students take whenstudents are exposed to summer school. One o the biggest deterrents or students againstsummer school is the high cost o tuition, in addition to housing. Te overall stigma oChapel Hill as a deserted town over summer vacation also deters students rom wanting

to stay.

However, qualitative primary research also reveals some positive perceptions o summerschool. More time designated or classes due to a lighter schedule was the strongest pos-itive. Courses taken over the summer are also perceived to be easier to obtain a highergrade, according to the survey.

In order to gain a loose understanding o the current situation o both UNC SummerSchool and summer schools nationwide, the BarkBark PR team completed secondaryresearch. Tis research mainly involved looking through news sources online and in print

as well as a Q&A session with UNC Summer School Dean Jan Yopp. Te findings or theonline and print research were compiled into a situation analysis document and brokendown into the ollowing subsections: current and existing trends, issues that need urtherresearch and media coverage on the topic. From the online research, the team discoveredthat at a national level, summer school enrollment at colleges and universities is on therise. Students are choosing to attend summer school since those classes are ofen cheaperthan courses taken in the all or spring. Additionally, students are eager to graduate ear-lier and get to the job orce earlier, so summer school is an easy way to accomplish thosegoals. Secondary research o online sources also ound that online learning is becomingmore and more available. Dean Yopp also expressed her interest in increasing enrollmentor online courses that were offered over the summer. Te team was also able to discoverthat media coverage or UNC Summer School in particular was airly low. Locally, UNCSummer School was only mentioned in a handul o articles, most o which were pub-lished in Chapel Hills own newspaper, the Daily ar Heel.

SITUATION ANALYSIS

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Central Core of DifficultyBecause UNC students believe summer school is not an optimal summer priority or experience,UNC Summer School attendance has been decreasing, threatening the lie o the program itsel.

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CAMPAIGN GOALS

Communication Goals

BarkBark PR has created the ollowing communication goals or the UNC SummerSchool Get It Done, Have Fun Campaign

Increase the enrollment o UNC Summer School by establishing it as an opportu-nity that Carolina students should not ignore during their time at Carolina.

Launch a communications campaign that promotes UNC Summer School as thebest option or Carolina students summer experience and their uture.

Establish UNC Summer School as a dual opportunity to enjoy the Chapel Hill

summer experience while achieving academic progress.

Afer conducting the above research, BarkBark PR proposes that the UNC SummerSchool embrace the ollowing brand positioning statement, mission statement and core

values which will align with the communication goals and campaign theme o the GetIt Done, Have Fun campaign.

Client Brand Positioning Statement

o UNC Students who are always looking to stay ahead both academically and proes-

sionally, UNC Summer School is a viable and practical solution that offers unique anddiverse course opportunities to enrich UNC Students while having a un and enjoyableChapel Hill summer experience.

Mission

Our mission is provide Carolina students with unique opportunities to cultivate theirpassions and ocus on a particular course o study, while enriching their time at Carolinawith a Chapel Hill summer experience unlike no other.

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Brand Values

CULIVAING YOUR PASSIONSWe appreciate that Carolina students all in love with a particular subject matter, butwe believe in providing the room or Carolina students to oster that love into a lie-long passion. UNC Summer School provides the reedom Carolina students need totake an exclusive journey on various courses that will grow and cultivate their choiceo study, which may not be offered or able to fit in a students schedule during the alland spring semesters.

ENJOYMEN IN LEARNINGDuring the all and spring semesters, Carolina students may find that the courseoverload disillusions the learning experience. We strive to put the enjoyment back inlearning by offering intimate learning environments where proessors and studentstogether can grow in the company and conversations o one another.

EXPLORAIONWe value the opportunity to explore courses beyond a single major or minor, wheth-er it be a course in English Literature, Environmental Law or Religious Studies. Wealso value the opportunity to explore a quiet and peaceul Chapel Hill during thesummer. Finally, we value the importance o exploring onesel and gaining a sense o

balance and empowerment.

FOCUSWe aim to provide students with a summer where they can ocus on a particu-lar course o study. Tis ocus provides a depth into a subject matter that may beskimmed over during the normal all and spring routines. We believe that being ableto ully appreciate a single course will add a unique enrichment to the our-year Car-olina experience.

FUN

We get that Carolina students like to work hard, play hard, but sometimes Carolinastudents cap the un, college times to ocus on their schoolwork during the all andspring semesters. However, UNC Summer School provides the perect balance orCarolina students to do both. Te class schedule allow or students to work duringthe day and use the afernoon and evening to enjoy Chapel Hill in the summer.

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PARICIPAIONo grow as a lie-long learner, we recognize that Carolina students should be given

the chance to participate in intellectual conversations rather than be lectured to.During UNC Summer School, Carolina students are provided with an opportunity toparticipate in stimulating conversations with students, graduate students and proes-sors. We believe that it will be these conversations that Carolina students will cherishand remember or a lietime.

UNIQUE OPPORUNIIESAt Carolina, we want the world to be the classroom or our students. Tis is why theUNC Summer School aims to provide proessors with the unique opportunity to taketheir students on field studies during the summer. We value that it is these hands-on

learning experiences that brings lie to the courses and ulfills a personal and intellec-tual growth within Carolina students. Such field studies include exploring the marshlands in eastern North Carolina and visiting the old slave warehouses in Charleston,South Carolina.

ONCE IN A LIFEIME SUMMER EXPERIENCEWe believe that the Carolina college experience is like no other in the world. But toully experience Carolina we urge every Carolina student to partake in a Chapel Hillsummer. We can promise that it will be a once in a lietime summer experiencebecause it will provide the opportunity to not only grow as a student, but as a person.

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Campaign Teme

BarkBark PR proposes the ollowing campaign theme or the UNC Summer School. We

believe that this campaign theme and its message will effectively reach the target publics.

In its simplest terms GE I DONE, HAVE FUN is about showing how un summerschool can be, while still being a productive part o a students summer. As students ex-perience increased pressure to get a job and perorm at a high level, school has lost someo its excitement. Students ofen state that getting a job or an internship was their highestpriority or the summer because they needed to stand out when it came time to start acareer. However, students dont realize, or arent being told, that summer school can cul-tivate these same skills and also help them stand out. Our theme involves explaining howbeneficial summer school can be to a resume.

We also want to stress that college is a once in a lietime experience. While we do believeschool is important, there is more to experience besides hitting the books. We want toemphasize the SUMMER in summer school. We will do this by blending some o sum-mers best qualities into our own campaign theme. Summer is known or less structuredtime, spending time outdoors and socializing. We want to illustrate all the wonderulexperiences a student can have in Chapel Hill during the summer.

Trough our GE I DONE, HAVE FUN campaign we aim to show students whysummer school should be their priority or the summer. Summer school can help stu-

dents stand out, but it also allows them to live their college years to the ullest. We want toshow students the benefits o living in Chapel Hill, including a peaceul campus under thesouthern sun with riends. And students can enjoy their summers in Chapel Hill whilebeing productive and getting work done by attending UNC Summer School.

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Objectives

Build awareness o UNC Summer School and establish it as the most productiveand un way or students to spend their summer by launching a branding cam-paign with the theme Get it done. Have Fun, increasing student enrollment by10% by August 2016.

Raise awareness among parents o the importance o collegiate-level courses orhigh school students by launching campaigns in all the high schools in the Re-search riangle region by summer 2015.

Shif unavorable perceptions o UNC Summer School by showcasing the unopportunities available with a short-term campaign blitz that serves to increase

enrollment by 3% by August 2015. Build awareness o UNC Summer School among students by partnering with

department advisors to launch a promotional campaign within their programs.Enroll one advisor in each department by May 2014 with a goal o increasingstudent awareness 25% by August 2014 and 40% by August 2015.

Key Publics, Strategies & actics

KEY PUBLIC: UNC underclassmen

SRAEGYLaunch a public relations campaign that targets underclassman through unique andun promotional and publicity events.

MESSAGETe idea is to communicate to reshmen and sophomores that Summer School is aun and productive way to spend their summer. Emphasize the idea that students canulfill a lot o general education requirements at Summer School, and inorm them othe availability o on-campus housing or Summer School. Also, include possibilities

o getting a job on campus and how going to summer school saves money in the longterm.

ACICS Design print ads and digital signs that convey the idea that time spent at summer

school is a great way to be productive with your summer as opposed to sitting athome. Paint the idea that by knocking out general education requirements, the

STRATEGIC PLAN

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school year will be easier. Place print advertisements in popular south campus locations. Examples: posters

in Rams Rec Center/Gym, print ads in the napkin holders in Rams Head Dining

Hall, posters in popular study spots in SASB South. Use grassroots campaign efforts such as chalk messaging on popular south

campus walkways or in Rams Plaza that promote UNC Summer Schools manybenefits.

Enlist the help o ambassador team and department heads to create a presenta-tion/meeting that will be held in the schedule or each COPS session so thatincoming students and parents are aware.

KEY PUBLIC: UNC upperclassmen

SRAEGYLaunch a campaign that targets upperclassmen by promoting UNCs proessionalschools and departments as a bright and wise choice or your summer.

MESSAGEResearch shows that most students think summer school can not offer the samebenefits as getting a summer internship, but i we can paint the picture that summerschool is just as beneficial and that it even allows students to do both at the sametime (hold an internship and attend summer school), then these upperclassmen

would think more highly o summer school. Also, show upperclassmen that i youdecide to go to summer school, it is a decision that will make you stand out whenlooking or a job because it is a wise financial decision.

ACICS Place print and digital advertisements in proessional school buildings (i.e. Ke-

nan-Flagler, Carroll, School o Public Health, etc.) that communicate the un andbeneficial opportunities o summer school, as well as the essential contact inor-mation and social media pages.

Prepare a brochure that we can give to career services staff that lays out all the in-ternships that can give you course credit as well as the high-level courses offeredthat are necessary or proessional school degrees.

Develop a team o Summer School Ambassadors, using ormer summer schoolstudents, that could develop a quick, 30-second video testimonial o some otheir peers and their positive experiences in summer school.

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KEY PUBLIC: Proessors, Department heads & Staff Administration

SRAEGY

Partner with department heads and staff administration to acilitate a SummerSchool Day campaign to change students negative perceptions o UNC SummerSchool.

MESSAGEResearch shows that students enjoy summer school classes that are un, so we coulduse a unique campaign or each department that displays the un, hands-on learningthat goes on during summer school, and distribute the campaign through depart-ment heads and influential proessors in each department or proessional school.

ACICS Develop a team o Summer School Ambassadors, using ormer summer school

students, so that the teams could be liaisons between proessors and the summerschool office.

Use ambassador team to contact department heads or influential proessors ineach department, preerably ones that teach summer school courses, and have aninormation session where we can inorm them o what our campaigns goals areor each department.

Design a brochure or flyer that describes the unique summer courses offered ineach department and the benefits o smaller class sizes and easier workloads in

the regular school year. actic: Encourage proessors to take a small section o class time in which the

summer school aculty rep. or each department can give a little inormation onwhat summer school looks like or that department and pass out brochures.

actic: Make Summer School Day t-shirts that proessors and ambassadorscould wear on that given day (kind o like First Amendment Day in the J-School.

Encourage proessors to take a small section o class time in which the summerschool aculty rep. or each department can give a little inormation on whatsummer school looks like or that department and pass out brochures.

actic: Make Summer School Day t-shirts that proessors and ambassadorscould wear on that given day (kind o like First Amendment Day in the J-School).

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KEY PUBLIC: High school students and parents in the riangle region

SRAEGY

Establish a board o UNC Summer School Ambassadors to oster promotions witharea high schools.

MESSAGEIdea is to create a team o students who have taken summer school and put them inleadership positions so that they could go into high schools and communicate thebenefits o summer school. Going into the schools to talk to students will not onlyallow us to pitch the great benefits o getting a jump start on their college education,but will also allow us to build a strong relationship with the counseling staff so theycan help us in communicating to parents.

ACICS Design print advertisements and leave-behind brochures that include messaging

that targets high school seniors and juniors. Organize a team o students who have taken summer school and complete a tour

o each school going into as many classrooms as possible and hold aferschoolinormation sessions.

Create a Facebook group or high school students interested in or committed toattending UNC summer school. Ambassadors are to be readily available or ques-tions and encourage discussion among the students.

Work with counseling departments to mail out summer school brochures/post-ers? to potential students.

Work with UNC Admissions Ambassadors to include a mention and give avail-able brochures about UNC Summer School on tours given around campus.

KEY PUBLIC: All UNC students

SRAEGYPromote UNC Summer School registration by holding a week-long event on campuscalled Summer Came Early.

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MESSAGESummer School needs to be on the minds o students as the registration periodbegins, so they have ample time to prepare and discuss it with amily and riends.

Te public demonstration displays would be used to disseminate inormation aboutregistration times, the benefits o summer school and class availability.

ACICS Create Summer Came Early posters and print ads to generate buzz or the

event. Set up tables in the Pit where Summer School Ambassadors pass out promotional

items and giveaways throughout the week. Promotional items include sunglasses,cozies, stickers, tank tops, beach balls, key chains, towels and tote bags. UNC stu-dents will be asked to tweet using the hashtag UNCSummerSchool to receive

any promotional item. Have a day where Sweet Frog is brought in to cater and give out rozen yogurt in

the Pit, while UNC Summer School Ambassadors give out brochure. Set up a photo booth in the Pit where students can have their picture taken and

posted on UNC Summer Schools Facebook profile. Rent a popcorn machine and pass out bags o popcorn in the Pit that have the

UNC Summer School sticker on each o the bags. Line the quad with beach chairs and beach umbrellas so students can sit and

study. Place promotional items/brochures in each o the chairs. Host a sand volleyball tournament at South Campus Rec Center. Winners receive

a bag o promotional items and tank tops. Partner with baseball team and have baseball players promote by filling in beach

chairs, dressing up and participating in the events. Leverage the promotion oUNC baseball games.

SRAEGYDevelop and launch the day in the lie summer video series.

ACICS Begin promoting and drawing attention to the video series by asking students to

tweet their avorite part o summer using the hashtag, #UNCSummerSchool, aspart o the day in the lie contest. Use Summer Came Early to promote thiscontest.

Give away a variety o promotional items as prizes to the best entries in to thecontest.

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Select 4 diversified students to ollow throughout 2014 summer school anddocument a day in their lives. Specifically: Students who also have internships;students who utilize open campus acilities, such as the gym or media rooms;

students who enjoy the pools and other on campus amenities. Use the material gathered rom summer 2014 to continue and promote the pro-

gram in uture years. Post the day in the lie video on the website to show students the different types

o awesome summers they can have!

KEY PUBLIC: All publics

SRAEGY

Launch an on-going media relations campaign that brands UNC Summer Schoolwith the theme Get it Done. Have Fun.

MESSAGEIn order to leverage local media in the best way possible, we will prepare the clientwith a kit that includes press releases, act sheets, advertisement ideas and an op-edarticles or letters to the editor. Tis would be a airly simple and easy way or the cli-ent to get inormation to the public through a traditional medium.

ACICS

Write up a press release that brings attention to the re-branding o UNC SummerSchool and the events that surround the re-branding such as Summer CameEarly Week and Summer School Day.

Prepare a act sheet that gives inormation on the tuition rates, course availabilityand registration inormation or UNC Summer School.

Create print advertisements that would contrast the sense o productivity thatcomes rom taking summer school classes against the potential dissatisactionthat could be involved with going home and getting a part-time job. Publish printads in local publications (DH, N&O, Carolina Alumni Review, Blue and White).

Write up a prepared letter to the editor or op-ed article that explains the manybenefits o staying in Chapel Hill or the summer and taking summer schoolclasses.

Create a media kit with key inormation or the public relations representativeso UNC Summer School. Te media kit will include a calendar o events and atimeline o press release dates, events and important university dates.

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Create an inormation kit or proessors and staff with a timeline and detailed in-ormation on how to apply to instruct a summer school course, the benefits andcontact inormation.

Construct a Youube video ollowing the Day in the Lie o several summerschool students over the summer o 2014. Te video will be no longer than 3minutes and will eature our Carolina students.

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As a team, BarkBark PR realizes just how crucial evaluation is to the process o complet-

ing a successul campaign. Without evaluation, there is no way o knowing whether ornot the campaign achieved the goals and objectives set rom the very beginning. In orderto successully evaluate the teams work, we must measure our success through some keypoints.

PreparationWe know that research is the core to any great campaign. Understanding who ourtarget audience was allowed us to build our strategic plan. We can measure i ourresearch was gathered, organized and implemented successully by seeing i ourstrategy fixed the issues and problems that students have with summer school thatwe discovered in our research. o do this we will distribute our same survey afer oneyear o our campaign being active and determine i our results are different.

ImplementationWe will measure our implementation by measuring the buzz around our campaign.We will do this by tracking acebook, twitter and media mentions about UNC-Sum-mer School and GE I DONE, HAVE FUN. We will also measure the engagementonline and in the community throughout the course o the campaign. Tis will bedone by looking at event attendance and twitter/acebook/google analytics.

ImpactAt BARKBARK PR we know that the bottom line is the results. We want to get youyour results and show you how amazing they are! Te number one way we will mea-sure our impact is through the percentage change in the number o summer schoolattendees. We will also put out a yearly survey measuring our target audiences atti-tudes towards summer school. Finally we will measure i we reached our objectivesin the ollowing ways:

Evaluating the Objectives

A. Build awareness o UNC Summer School and establish it as the most produc-tive and un way or students to spend their summer by launching a brandingcampaign with the theme Get it done. Have Fun, increasing student enrollmentby 10% by August 2016.

1. Analyze witter and Facebook analytics to evaluate the UNC SummerSchool impressions.

EVALUATION

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2. Survey UNC Students at the end o Summer School 2014 and ask i theyknow what the slogan Get it Done. Have Fun. pertains to.

B. Raise awareness among parents o the importance o collegiate-level coursesor high school students by launching campaigns in all the high schools in theResearch riangle region by summer 2015.

1. Survey high school parents to ask how they believe their children shouldbe spending their summers.2. Survey high school students to ask how they believe they should spendtheir summers.3. Analyze the attendance o various inormation sessions and keep track ohow many promotional items were given away.4. rack any contact that UNC Summer School Ambassadors had with either

high school students or their parents.

C. Shif unavorable perceptions o UNC Summer School by showcasing the unopportunities available with a short-term campaign blitz that serves to increaseenrollment by 3% by August 2015.

1. Evaluate the success o the Get it Done. Have Fun campaign by ana-lyzing UNC Summer School enrollment statistics and compare to previoussummer school sessions.2. Survey UNC Students asking about their impressions o and experiencewith UNC Summer School.

D. Build awareness o UNC Summer School among students by partnering withdepartment advisors to launch a promotional campaign within their programs.Enroll one advisor in each department by May 2014 with a goal o increasingstudent awareness 25% by August 2014 and 40% by August 2015.

1. Determine i we have successully enrolled one advisor rom each depart-ment by the May 2014 deadline2. Survey and analyze UNC Students or their awareness and understandingo what various courses are offered during summer sessions.

Overall, by measuring all o these actors we will be able to determine i we reached ourgoal o creating a brand identity within our budget.

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Key Public All UNC students UNC underclassmen UNC upprclassmen

Sel-interests Preparing or post-graduatelie, making good grades,being financially responsi-ble, ulfilling major/degreerequirements, enjoying theirour years in school withriends and in the classroom

Making good grades, fin-ishing general education re-quirements, making money

Building their resumes,making sure they are ontrack to graduate, havingun with riends beore theleave college

Influentials Peers, parents, proessors,financial situation, potentialemployers

Parents, peers, upperclass-men they look up to

Peers, proessors, careerservices staff, older riendswho have jobs (preerablyUNC alumni), riends and

employers rom past jobs orinternships, recruiters

Objectives Establish summer schoolbrand Get it done. HaveFun, to increase enrollmentby 10% by August 2016.

Showcase un opportunitiescampaign to increase enroll-ment by 3% by August 2015

Launch a promotionalcampaign through acultypartners to increase studentawareness 25% by August2014 and 40% by August2015.

Establish summer schoolbrand Get it done. HaveFun, to increase enrollmentby 10% by August 2016.



Establish summer schoolbrand Get it done. HaveFun, to increase enrollmentby 10% by August 2016.

Showcase un opportunitiescampaign to increase en-rollment by 3% by August

2015


Primary Messages Summer school is both unand productive.

Summer school offers a highselection o necessary andun courses.

Living in Chapel Hill in thesummer is enjoyable andshould be a priority.

Summer school will maketheir regular course loadeasier.

Summer school is great orulfilling gen-ed require-ments.

Summer school saves mon-ey; you can still have a joband do summer school.Housing or summer schoolis readily available

Summer school is produc-tive and has plenty o bene-fits or post-graduate lie.

It is possible to have a sum-mer job or internship andtake summer school classes.

Summer school saves mon-ey and makes course loadseasier.

MESSAGE MATRIX


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Key Public All UNC students UNC underclassmen UNC upprclassmen

Strategies 1. Summer Came EarlyWeek

2. Day in the Lie summervideo series

1. Launch a PR campaignwith promotional messaging

and events

1. Launch a PR campaignwith promotional messaging

and events

actics 1. Promotional tables in thepit.Sweet Frog rozen yogurttables with inormationalbrochure.Popcorn machine in the pitwith summer school sticker.Line the quad with beachchairs and umbrellas with pro-motional items in the chairs.Set up photo both in the pitwith pictures posted to Face-book accountHost a sand volleyball tourna-ment at South Campus Rec.Center.Partner with UNC Baseball tohave them participate in Sum-

mer Came Early Week events.

2. weet campaign #UNC-SummerSchool.Prize contest or best tweetsrom tweet campaign.Select our students withdiverse summer school expe-rience.Film and produce video thatollows a day in the lie o

the our students in summerschool.Post the video and promoteonline.

1. Print and digital advertis-ing on popular south campuslocations such as: - Napkin holders in RamsHead Dining - Rams Rec. Center - SASB South

2. Chalk messaging on RamsPlaza

3. Create presentation orCOPS session

1. Print and digital adver-tising in proessional schoolbuildings: - Kenan-Flagler BusinessSchool - Carroll - School o Public Health - Genome Sciences

2. Create a brochure to giveto career services staff andproessors or distribution.

3. Show Day in the Lie tes-timonial video in class usingambassador team.

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Key Public UNC Faculty/Staff Administration

High School Students andParents

All Publics

Sel-interests Helping their students, Get-

ting paid or teaching summerschool classes, filling class-rooms, urthering their ownpersonal research

Getting into the best schools,

affordable tuition rates, givingthemselves the upper hand sothey are academically com-petitive

Influentials Colleagues, university admin-istrators, advising staff

High school guidance coun-selors, other parents, otherstudents who got into greatschools, university admis-sions representatives

News media, advertisements

Objectives Partner with aculty to launch

a promotional campaign with-in departments to increase stu-dent awareness 25% by August2014 and 40% by August 2015.

Launch campaigns in all the

high schools in the Researchriangle region by summer2015.

Establish summer school

brand Get it done. HaveFun, to increase enrollmentby 10% by August 2016.


Launch a promotionalcampaign through acultypartners to increase student

awareness 25% by August2014 and 40% by August2015.

Launch campaigns in all thehigh schools in the Researchriangle region by summer2015.

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Key Public UNC Faculty/Staff Administration

High School Students andParents

All Publics

Primary

Messages

Students want un, hands-on

learning in summer classes, soaculty must display and en-courage students to take theseun classes.

Students take summer coursesto catch up, to make all andspring semesters easier and tograduate early.

Proessors have a significantinfluence on students and theirdecisions.

aking summer school class-

es at UNC will help you standout on college applications.

aking summer schoolclasses will save money romhaving to pay more later orcollege classes in all andspring semesters.

aking summer school class-

es is a unique opportunitythat is enjoyable and un.

UNC Summer School is both

un and productive.

Brand UNC Summer Schoolwith Get it Done. Have Fun.

Strategies 1. Summer School DayCampaign

1. Summary School Ambas-sadors

2. Launch media relationscampaign

actics 1. Create a team o SummerSchool Ambassadors

2. Hold an inormation sessionto explain the goals and logis-tics o Summer School Day

3. Design brochures that arespecific to each department

4. ake a section o each classtime to introduce classes thatare offered

5. Create Summer SchoolDay t-shirts

1. Print advertising in localhigh schools

2. Inormational brochuresor local high schools

3. Create team o SummerSchool Ambassadors

4. Create a Facebook groupor prospective high schoolstudents

5. Hold aferschool inorma-tion sessions at local highschools

6. Mail out summer schoolbrochures and posters

7. alk to UNC AdmissionsAmbassadors about mention-ing summer school in theircampus tours

1. Write press releases

2. Prepare act sheet

3. Print advertisements

4. Write letter to the editor orop-ed

5. Create a media kit

6. Create an inormation kitor aculty

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TIMELINE

All UNC Students

Strategy actic imeline

Strategy 1: Promote UNCSummer SChool registrationby holding a week-long eventon campus called SummerCame Early

Advertise Summer CameEarly Week and the subse-quent events using print adsand poster

March 10-21, 2014

Set up tables in the Pit whereambassador team hands outpromotional items

March 17, 2014

Set up tables in the Pit andhand out ree Sweet Frog ro-zen yogurt

March 18, 2014

Have a popcorn machine inthe pit and pass out popcornbags that each have a summerschool sticker on them

March 19, 2014

Set up a photo booth in the Pitwhere students can have theirpicture taken and posted on

UNC Summer Schools Face-book profile

March 20, 2014

Line the quad with beachchairs and umbrellas with pro-motional items in the chairs.

March 21, 2014

Host a sand volleyball tourna-ment at South Campus Rec.Center.

March 21, 2014

Partner with UNC Baseball to

have them participate in Sum-mer Came Early Week events.

March 17-21, 2014

Strategy 2: Develop andlaunch the day in the liesummer video series

weet campaign #UNCSum-merSchool.Prize contest or best tweetsrom tweet campaign.

Summer 2014

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Film and produce video thatollows a day in the lie o

the our students in summerschool

Summer 2014

UNC Underclassmen


Strategy 1: Launch a publicrelations campaign that tar-gets underclassman throughunique and un promotional

and publicity events.

Design print and digital ad-vertising

January 2014

Place advertising on popularsouth campus locations suchas: -Napkin holders in RamsHead Dining -Rams Rec. Center -SASB South

February 2014

Create chalk messaging on

Rams Plaza to advertise orregistration

March 2014

Create COPS InormationSession content using SummerSchool Ambassador team

Spring 2014

Hold COPS inormationsession

Summer 2014

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UNC Upperclassmen


Strategy 1: Launch a PR

campaign with promotionalmessaging and events

Design print and digital ad-

vertising

January 2014

Place advertising on popularsouth campus locations suchas: -Kenan-Flagler BusinessSchool -Carroll -School o Public Health -Genome Sciences

February 2014

Create a brochure to give tocareer services staff and pro-essors or distribution.

February 2014

Show Day in the Lie testi-monial video in class usingambassador team.

March 2014

UNC Faculty & Staff Administration

Strategy actic imelineStrategy 1: Launch SummerSchool Day through acultyto campaign to change stu-dents negative perceptions oUNC Summer School

Create a team o SummerSchool Ambassadors

January 2014

Hold an inormation sessionto explain the goals and logis-tics o Summer School Day

February 2014

Design brochures that are spe-

cific to each department

February 2014

Create and print SummerSchool Day t-shirts

February 2014

ake a section o each classtime to introduce classes thatare offered

March 2014

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All Publics


Strategy 1: Launch an on-go-ing media relations campaignthat brands UNC Summer

School with the theme Get itDone. Have Fun.

Write up a press releases onthe announce the SummerCame Early Week and Sum-

mer School Day

January 2014

Prepare a act sheet or UNCSummer School

January 2014

Create print advertisementsor Daily ar Heel

January 2014

Write up a prepared letter tothe editor or op-ed article

February 2014

High School Students & Parents


Strategy 1: Establish a boardo UNC Summer SchoolAmbassadors to oster promo-tions with area high schools

Create print advertising andposters to place in local highschools

January 2014

Create a team o SummerSchool Ambassadors

January 2014

Design inormational bro-chures to hand out at localhigh schools

February 2014

Make a Facebook group orprospective high school stu-dents

Spring 2014

Hold aferschool inormationsessions at local high schoolsusing ambassador team

Late February 2014

Create flyers and posters togive to high school parents

February 2014

Mail out flyers and posters tohigh school students

March 2014

Contact to UNC Admissionsabout mentioning summerschool in their campus tours

Spring 2014

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Create a media kit with keyinormation or the public re-

lations representatives o UNCSummer School.

February 2014

Create an inormation kit orproessors and staff

February 2014

Roll out press releases, actsheet, and letters to the editor

March 2014

Buy advertising spot and pub-lish print advertisement in theDaily ar Heel

March 2014

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BUDGET

askDesign(hours)

Copywriting(hours)

Production(hours/dollars) In-Kind otal

GENERALPROMOION

Small print ads ornapkin holders

3 hrs x $35 =$105

2 x $25 = $50 250 copies = $54 $209

Posters 4x $35 = $140 2 x $25 = $50500 copies =

$300$490

Grassroots chalkmessaging

2 x $25 = $50 2 x $25= $502 hours x

$6.00$100

COPS Presenta-tion 2 x $35= $105 4 x $25 = $100 35hrs@ $7/ hr =$245 $450

Posters 4 x $35 = $140 2 x $25 = $50500 copies =

$300$490

Digital ads 4 x $35 = $140 2 x $25 = $50 $190

Media kit 4 x $35 = $14020 x $35 =

$70030 x $10 = $300 $1,140

Brochure 4 x $35 = $140 4 x $25 = $1002,000 copies =

$300$540

Daily ar Heel ad 5 x $35 = $175 5 x $35 = $175365 x $11.25 =

$4106.25

$4,456

News & Observerad

5 x $35 = $175 5 x $35 = $175130 x $81.50 =

$10,595$10,945

30-second videotestimonial

10 x $150 =$1,500

6 x $80 = $48012 hrs x $200 =

$2,400$4,380

SUMMER CAMEEARLY

MAERIALS

Posters 4 x $35 = $140 2 x $25 = $501,000 x $0.30 =

$300$1,250

Print ads 3 x $35 = $105 2 x $25 = $50 1,000 x $0.30 =$300

$455

Sweet Frog500 x $2.50 =

$1,250

Popcorn machinerental

1 x $381 $381

Photobooth rental 1 x $523 $523

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askDesign(hours)

Copywriting(hours)

Production(hours/dollars)

In-Kind otal

Beach chair rental 20 x $11 = $220 $220

Beach umbrellarental

20 x $5 = $100 $100

2 Summer CameEarly banners

3 x $35 = $105 2 x $35 = $70 4 x $160 = $640 $815

Promotional sun-glasses

3 x $35 = $105 1 x $35 = $352,000 x $0.90 =

$1,800$1,940

Koozies 1 x $35 = $35 1 x $35 = $351,000 x $0.52 =

$521$591

Keychains 3 x $35 = $105 2 x $35 = $70500 x $1.10 =

$550$725

ank tops 3 x $35 = $105 1 x $35 = $35 1,000 x $11.74 =$11,740

$11,880

Stickers 3 x $35 = $105 1 x $35 = $355,000 stickers =

$272$412

Beach balls 4 x $35 = $140 2 x $25 = $501,200 x $1.16 =

$1,392$1,582

owels 3 x $35 = $105 2 x $25 = $50500 x $3.31 =

$1,655$1,810

ote bags 4 x $35 = $140 4 x $25 = $100400 x $5.25 =

$2,100$2,340

Flyers with registra-tion dates

5 x $35 = $175 5 x $35 = $1755,000 x $0.20 =

$1,000$1,350

SUMMER SCHOOL

AMBASSADOREXPENSES

Food or 1st inor-mation session

30 x $10 = $300 $300

Food or 2nd inor-mation session

30 x $10 = $300 $300

Summer school day

t-shirts 4 x $35 = $140 5 x $35 = $175

500 x $12.92 =

$6,460 $6,775

A DAY IN HELIFE VIDEOS

Cameraman50 x $100 =

$5,000$5,000

Video editor20 x $165 =

$3,300$3,300

$65,439

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APPENDIX

42

Get It Done, Have Fun Campaign logo...................................43

Summer Came Early Promotional Image.............................44Promotional Item Designs........................................................45imesheets............................................................................49


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43

Logo design or the entire Get It Done, Have Fun campaign theme. Te bright colorsand block structure are modern and nostalgic o summer. Tis design is to be printedon all promotional items, along with the UNC Summer Summer logo, and handed outat the Summer Came Early event, as well as at other events promoting UNC SummerSchool.


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44

Promotional Image or the Summer Came Early event.

Tis image can be used or promotional items, social media and print banners.


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45

Key chains eaturing the Get It Done,Have Fun campaign theme logo.

o be handed out at the Summer CameEarly event as ree promotional items.

Sticker design eaturing the Get It Done,Have Fun campaign theme logo.

o be handed out at the Summer CameEarly event as ree promotional items.


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46

Koozie design eaturing the Get It Done, Have Fun campaign theme logo.

o be handed out at the Summer Came Early event as ree promotional items.


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47

Summer tank top design eaturing the Get It Done, Have Fun campaign theme logo.

o be handed out at the Summer Came Early event as a ree promotional item.


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48

ote bag and gym bag designs ea-turing the Get It Done, Have Funcampaign theme logo.

o be handed out at the SummerCame Early event as ree promo-

tional items.


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49

TIMESHEETSConnolly Walker

Date otal ime Description o Work

8/28/2013 2 Interview with client

8/28/2013 1 Independent review o inormation rom client

8/29/2013 3 Client Background Inormation report - research

8/30/2013 2.5 Client Background Inormation report - report compilation

9/9/2013 1.5 Prepare to meet with client

9/9/2013 1 Meet with client

9/10/2013 1.5 Organized and reviewed inormation rom client meeting

9/9/2013 0.5 Independent - research strategy sheet

9/11/2013 1 Group - research strategy sheet

9/9/2013 1 Agency rules

9/25/2013 2 Group - create questions or primary research

9/26/2013 1 Review and organize questions rom primary research

9/27/2013 1 Organize and prepare or ocus group

10/1/2013 1 Conduct ocus group

10/12/2013 2.5 Prepare ideas or creative strategy brie; review primary research

10/13/2013 1 Group - creative strategy brie

10/17/2013 2 Review and organize first round o ideas or creative strategy brie

10/24/2013 3 Independent research to identiy key publics

10/25/2013 1.5 Prepare or group meeting about research strategy

10/26/2013 2 Group - research strategy

10/29/2013 1.5 Organize research strategies

10/30/2013 1.5 Group - refine research strategy

11/5/2013 2 Prepare or group meeting about research strategy

11/6/2013 2 Group - refine research strategy

11/11/2013 1 Prepare or group meeting about creative strategy

11/12/2013 2 Group - begin planning creative strategy brie

11/14/2013 2 Organize ideas or creative strategy brie 11/15/2013 2 Group - begin final report outline

11/15/2013 1.5 Organize and continue to work on key publics and message strate-gies

11/16/2013 2 Prepare bio and work on individual assignments - sent to group orreview

11/17/2013 3.5 Prepare and organize planning outline overview and key publics


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50


11/23/2013 2.5 Continue organizing planning outline overview

12/1/2013 2 Meet with Madeleine - brand positioning statement and brand val-

ues12/3/2013 2.5 Prepare client brand positioning, brand values and mission state-

ment

12/4/2013 2.5 Prepare or final class meeting and finalize brand positioning state-ment, brand values

12/4/2013 2 Group - write final report elements

12/4/2013 2 Prepare or group meeting on 12/5

12/5/2013 4 Group - design elements, budgeting, finalizing report

12/6/2013 2.5 Review and continue to work on budget

12/7/2013 2 Prepare or group meeting on 12/812/8/2013 1.5 Make corrections to final document beore group meeting

12/8/2013 5 Group - design elements, finalizing report

12/8/2013 2.5 Prepare and perect individual portion o final presentation

12/9/2013 6 Group - print report, PowerPoint presentation

87

Madeleine Kainz


8/28/2013 2 Interview with client8/28/2013 2 Individual - client notes and planning, research

8/29/2013 3 Client Background Inormation report - research

8/30/2013 2.5 Client Background Inormation report - report compilation

9/7/2013 3 Individual - Client meeting preparation


9/9/2013 1 Organization o meeting inormation

9/9/2013 .5 Individual - research strategy sheet


9/9/2013 1 Agency rules9/24/2013 2 Individual - brainstorming or interview questions


9/27/2013 1 Focus group recruiting and profiling

10/1/2013 2 Individual - ocus group preparation

10/2/2013 2 Primary Qualitative research - ocus group

10/3/2013 2 Organizing inormation rom ocus group


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10/3/2013 1.5 Primary Qualitative research - writing


10/18/2013 2 Independent - creative strategy brie

10/24/2013 3 Research, identiy key publics

10/25/2013 2 Meeting preparation



11/4/2013 2 Research or research strategy

11/5/2013 3 Organization and brainstorming or research strategy


11/12/2013 2 Individual - strategy brainstorming


11/14/2013 2 Independent research - creative strategy brie

11/14/2013 2 Individual - organization and transerring o inormation or thereport outline

11/15/2013 2 Group - begin final report outline

11/17/2013 3 Independent - planning outline overview, write situation analysisand key publics

11/23/2013 2.5 Independent - planning outline run through

12/1/2013 2.5 Meet with Connolly

12/1/2013 4 Individual working on campaign theme12/4/2013 2 Group - write final report elements

12/4/2013 3 Individual - budget planning and writing



12/9/2013 6 Print report, PowerPoint presentation

86


8/28/2013 3 Read client background inormation, prepare or Q&A

8/28/2013 2 Interview with client

8/29/2013 4 Independent - Client Background Inormation report research

Alison Lee


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8/29/2013 3 Group - Client Background Inormation report compilation andsubmission

9/1/2013 1 Prepare or meeting with client


9/9/2013 1.5 Independent - research strategy sheet, idea preparation


9/9/2013 1 Agency rules

9/25/2013 2 Group - create qualitative research ocus group/interview questions

10/2/2013 1.5 Prepare or primary research interview

10/2/2013 2.5 Primary qualitative research - interview

10/3/2013 3 Primary qualitative research - writing and compilation


10/18/2013 4 Independent - creative strategy brie ideas and planning

10/23/2013 4 Independent - Research & identiy key publics

10/26/2013 2 Group - collaborate research strategy ideas



11/9/2013 4 Individual research or creative strategy brie; create potential objec-ctives, strategies and tactics


11/14/2013 2 Independent research - creative strategy brie 11/15/2013 2 Group - begin final report outline

11/15/2013 3 Create BarkBark PR logo in Photoshop, Illustrator

11/17/2013 3 Independent - situation analysis, begin executive summary andmethodology

11/23/2013 4 Independent - planning outline overview; compile team bios, writebrand values


12/5/2013 4 Group - design elements, budgeting and finalizing report

12/5/2013 4 Independent - Begin InDesign final report concepts

12/6/2013 6 Independent - InDesign final report compilation


12/9/2013 6 Group - print report, PowerPoint presentation preparation

12/9/2013 2 Independent PowerPoint presentation preparation

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8/28/2013 2 Client interview 8/29/2013 3 Client background inormation report research

8/30/2013 2.5 Client background inormation report compilation with group

9/1/2013 3 Gather more secondary research

9/2/2013 3 Client Background Inormation Report

9/6/2013 1.5 Brainstorm questions to ask Jan Yopp in individual client meeting

9/8/2013 1 Brainstorm questions to ask students in interviews and ocus groups


9/9/2013 .5 Indepenent - Research strategy sheet

9/9/2013 1 Agency rules9/11/2013 1 Finalize individual research strategy


9/13/2013 2 Make revisions to research strategy document

9/13/2013 1 Start thinking about who to interview and do ocus groups with

9/18/2013 1 Group - discuss how primary research would be carried out by eachmember

9/25/2013 2 Group - create questions or primary qualitative research

10/2/2013 1 Primary Qualitative research - interview

10/3/2013 1.5 Primary qualitative research writing

10/3/2013 1.5 Interview 3 subjects or primary research

10/9/2013 1 Meet with teammates to compile primary research

10/11/2013 2 Begin brainstorming ideas or strategies and tactics

10/13/2013 1.5 Begin work on Creative Strategy Brie

10/13/2013 1 Group - Creative Strategy Brie

10/18/2013 2 Independent - creative strategy brie

10/23/2013 1.5 Group - start work on objectives, strategies and tactics

10/24/2013 3 Research, identiy key publics


10/29/2013 1 Finalize initial objectives, strategies and tactics



11/8/2013 2 Individual work on changes to Strategic Planning

11/11/2013 2 Individual work on changes to Strategic Planning


Jordan Prince


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11/13/2013 1.5 Group - make revisions to strategic planning

11/14/2013 2 Independent research or creative strategy brie

11/15/2013 2 Group - begin final report outline

11/17/2013 3 Independent planning o outline overview, situation analysis and keypublics

11/18/2013 1 Make revisions ot strategic planning

11/20/2013 2 Group - plan how to split up final writing or the project

11/23/2013 2.5 Independent - planning outline overview, compile team bios

11/25/2013 1 Preliminary key publics report

12/1/2013 1 Individual - work on preliminary key publics report

12/2/2013 3 Finish writing preliminary key public report and student survey

methodology12/2/2013 1 Individual - student survey methodology




12/9/2013 6 Group - print report, PowerPoint presentation preparation

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UNC Summer School Public Relations Plan

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Transcript of UNC Summer School Public Relations Plan