Season 45
Marketing Plan
Spring 2010
Table of Contents Executive Summary
Team Bios
Product Review
Target Audience
Secondary Audience
Telecast Schedule
Potential Market Growth
SWOT Analysis
Goals & Strategies
Action Plan
Budget
Evaluation
Season 45
Marketing Plan
Spring 2010
Executive Summary
The Studio One marketing team for season 45 has some unique properties that will
contribute to the success of the team. The team is made up of seven returning students and
three new interns. This makes meetings efficient. All of the returning students have
experience to bring the new students up to date on the responsibilities of the marketing
team. This allows the team to move through the training process, build team cohesiveness
and quickly move to the execution of the marketing plan.
The marketing team is dynamic this season. The interns bring a variety of skills to the team.
Jordan Simon is the director and on the marketing team. He also has experience as a
photographer. He brings technical knowledge about news and programming teams to the
marketing team. At booths Simon will be able to talk about the production side of Studio
One. Adam Compton is also on the production and graphics team. He works with the visual
communication aspects of the show. At recruitment events, Compton can explain graphics
team and marketing positions to potential applicants.
Another benefit of the number of returning students is team camaraderie. The team is
already comfortable with working and training with each other. This will benefit the team
performance at public relations events. Booths, classroom presentations, and show days
will run efficiently because effective communication has been established. The
camaraderie of season 45 runs deeper then the marketing team. The marketing team is
close with many other interns on the project. This will give the marketing team strength in
recruitment by having other teams participate in promotional events.
This season’s tagline is Real. Professional. Experience. This tagline was created to bring
cohesiveness to the marketing campaign and advertisements. The marketing team
conducted a survey to see why students applied for the internship. Students consistently
answered that they were looking for a professional way to practice what they are learning
in classes.
Season 45
Marketing Plan
Spring 2010
Product Review
The Studio One program has two main products, a television show and an internship
program.
The Show
Studio One is news and information program produced by students at the University of
North Dakota. The show has progressed from its initial broadcast in February of 1987,
where the show was only thirty minutes long that featured two guest segments and a music
video. The show is modeled after NBC’s The Today Show and ABC’s Good Morning America.
Studio One is produced on weekly basis and has a potential audience of 4 million viewers.
The Internship:
Studio One offers internship and volunteer opportunities to students enrolled at the
University of North Dakota. Students gain professional, hands on experience in an
educational environment. Interns and volunteers work on six different teams: news,
programming, marketing, production, weather and graphics.
The news and programming teams are responsible for the content of the show. Interns
have extensive instruction before going out on assignments. After the training sessions,
students write, shoot and edit their own stories with industry quality equipment. All
assignments are reviewed by a full time staff member before the live show which allows for
a feedback session with students and the assurance of quality stories on the program.
Although the teams have similar duties, their content is different. The news team covers
current national news stories, while the programming team is responsible for feature
stories and the guest segments in the show. Students write for a wide audience since the
show has a large audience potential. Student leaders lead the programming and news
teams. These students meet with the staff to choose appropriate stories and assign those
stories to other students.
The production team is responsible for the technical aspects of producing a live television
show. Students use industry quality equipment and are responsible for the quality and
flow of the show. The graphics team is responsible for developing visuals for the live
telecast.
Season 45
Marketing Plan
Spring 2010
The marketing team is focused on the promotion of Studio One, this includes both the
television show and the internship. Students develop a marketing plan, write press
releases, upload and develop Web site content, give tours, host promotional events,
develop an audience, and promote the internship to prospective interns. Marketing interns
also keep alumni connected to the program through print and electronic newsletters.
Season 45
Marketing Plan
Spring 2010
Target Audience
Studio One has two target audiences: (1) UND students that could be recruits for the internship program and studio audience (2) The Grand Forks community because they can attend the live show
The marketing team has conducted research to learn more about our target audience on campus. The marketing team created a survey for current Studio One interns so the team could develop specifics about our target audience.
The marketing team developed a survey and asked all current Studio One interns to help define what they valued about the program, how they first found out about internship opportunities and their motivation for applying.
Out of the 27 interns who took the survey, most learned about Studio One internships from our classroom presentations or from a friend.
Out of these same interns, most joined Studio One because they wanted professional experience or because they thought it looked like fun.
With this type of information, the marketing team is better able to reach our target audience more efficiently by tailoring our advertising to align with why students apply for an internship.
The marketing team also researched demographic information about UND students from the UND Enrollment Services Web site that allowed gives actual numbers of the target audience instead of just generalizing target audience as “all UND students.”
The following table shows specific majors that would be a good fit for Studio One including:
Arts & Sciences Atmospheric Sciences Business & Public Administration Honors Undecided
The flowing chart also has the numbers of students that are of freshman/sophomore status and how many of them are “undecided” majors. The marketing team plans to give classroom presentations in more introductory-level classes (100-200 level), to target younger students and informing “undecided” students of internship opportunities.
Students who are of junior/senior will also be recruited, bucot this season’s objective is to recruit potential interns earlier in their academic career. Interns will have the opportunity to spend more time at Studio One.
UND Student Body Profile 2009-2010 Enrollment
Total Men 6,86
6
M(%)
52.1
Women
6,306
W(%) 47.9
Number 13,172
Enrollment by College (Date Established)
Men Women
Total Percent
Aerospace Sciences (1982) 1,179 130 1,309 9.94 Arts & Sciences (1883) Atmospheric Sciences*
1,180 1,494 2,674 93
20.30
Business & Public Admin (1924) 1,186 535 1,721 13.07 Education & Human
Development (1883) 182 591 773 5.87
Engineering & Mines (1901) 940 103 1,043 7.92 Graduate School (1951) 813 1,320 2,133 16.19 Law (1899) 129 114 243 1.84 Medicine & Health Sciences -
Undergraduate (1905) 168 462 630 4.78
Medicine - M.D. (1905) 113 128 241 1.83 Nursing (1959) 127 704 831 6.31 Undecided 847 720 1,567 11.90 Honors *According to http://atmos.und.edu/faqs.aspx
2 5 7 0.05
Total 6,866 6,306 13,172
100.0
Levels of Study* Men Women
Total Percent
Freshman 1,659 1,204 2,863 21.74 Sophomores 1,324 1,121 2,445 18.56 Juniors 1,014 866 1,880 14.27 Seniors 1,767 1,485 3,252 24.69
Undergraduate Total 5,764 4,676 10,440
79.26
Full-Time 4,706 4,033 8,739 66.35 Part-Time 1,058 643 1,701 12.91
Graduate Total 860 1,388 2,248 17.07
Full-Time 420 573 993 7.54 Part-Time 440 815 1,255 9.53
Prepared by the UND Office of University Relations from information provided by institutional research, the housing office, and the coordinator of Greek life.
10/2009
The University of North Dakota Grand Forks, ND 58202 © Send questions/comments about this web site to the UND Webmaster.
Tel: 701-777-2011
Toll Free:
1-800-CALL-
UND
Season 45
Marketing Plan
Spring 2010
Secondary Audience Studio One’s secondary market includes western North Dakota, Minnesota, Colorado and southern Manitoba, Canada. To promote the program in these regions, the marketing team will be sending weekly press releases to local papers regarding upcoming shows. The marketing team will also send out press releases to contact current students’ hometown newspapers. These releases focus on current intern’s responsibilities and the Studio One program. Bismarck, North Dakota 23,185 households, with population of 60,389. 29.1% of population from 25 to 44 Brandon Manitoba 50,541 (2008 numbers) from Manitoba Health & Healthy Living Population Report - June 1, 2008 Colorado Springs, Colorado Reach of 80,000 people Denver, Colorado 598,707 as of 2008 U.S census with a metro area of 1.98 million, there are 250,906 households, 36.1% of the people are from ages 25 to 44 Dickinson, North Dakota Reach of 8,600 people Fargo, North Dakota 90,599 (2006 U.S. Census Bureau) Grand Forks, North Dakota 50,372 (2006 U.S. Census Bureau) Jamestown, North Dakota 15,527 (2000 U.S. Census Bureau) Minneapolis/St. Paul, Minnesota 382,605 with a metro area of 3.5 million, 33.7 is the average age Minot, North Dakota 15,520 households with population of 35,419. 27.4% of the population from 25 to 44 Ray, North Dakota Reach of 200 people Steele, North Dakota 761 (2000 U.S. Census Bureau) Winnipeg, Manitoba 672,300 in population, with a metro area of 739,300. The average age is 38.7
Season 45 Marketing PlanSpring 2010
Telecast Schedule
North Dakota Markets Other MarketsBismark-MandanDakota Media Access Channel 12 Telecast Time:Mon. - 9:00pmFargoChannel 99Channel 99Telecast Time:Mon. - 8pmFri.- 2pmGrand ForksChannel 3Telecast Time:Mon -7 am, noon, 6pm, 11pmMon -7 am, noon, 6pm, 11pmTues. & Wed. -7 am, noon, 7pm, 11pmThurs.-7 am, noon, 5 pm, 7 pm,11 pmFri. -7 am, noon, 7 pm, 11 pmSaSat. & Sun. -7 am, 10 am, noon, 7 pm, 11 pm
Brandon & Winnipeg, ManitobaPrairie PublicTelecast Time: Sat. 6amColorado Springs, Colo.Channel 19Telecast Time:FFri. - 5pmSat. - 4pmSun. - 7pmDenver, Colo.Channel 57Telecast Time: Tuesdays - 11:30 amMinneapolis, Minn.Minneapolis, Minn.Metro Cable Network Channel 19Telecast Time: Wednesday at 11:00am
Grand ForksChannel 17Telecast Time:Thurs. 5pmFri. & Sat. 5:30pmJamestownChannel 17Channel 17Telecast Time: Mon. thru Fri. - 12pmMinotKMSU Channel 19Telecast Time: Mon. Wed. and Fri. - 11am and 4pmSteeleBEK Sports NetBEK Sports Network Inc. Channel 19Telecast Time: Fri. - 5:30pmDickinson Rural Cable Network Consolidated TelcomChannel 18Telecast Time: Mondays at 6:30pm and 8:30pmRRay, N.D. Northwest Communications CooperativeChannel 55Telecast Time: TBA
Potential Market Growth
Season 45 Marketing PlanSpring 2010
The marketing team will focus on expanding Studio One markets in the states with the highest enrollment of UND students. Numbers of enrollment for each state were found through UND’s Enrollment Services.
State by state student enrollment
Montana = 100 Undergraduates
Minnesota = 3,560 Undergraduates
North Dakota = 4,885 Undergraduates
South Dakota = 172 Undergraduates
Washington = 127 Undergraduates
California = 104 Undergraduates
Season 45
Marketing Plan
Spring 2010
SWOT Analysis A SWOT analysis is conducted to determine unique strengths the internship program as
well as where weaknesses could be effectively addressed. Pinpointing competition allows
the Studio One program to identify and capitalize on program strengths and identify niche
markets. This season, the marketing team sent out a survey to all Studio One interns.
Responses were used to help generate a wide range of perspectives on the strengths and
weaknesses of the program. Twenty-seven interns from season 45 participated in the
survey. The following is a summary of their answers as well as feedback generated in
marketing team meetings.
Strengths Strengths are internal resources and capabilities that can develop competitive advantage of
the internship and television show.
students of any major or field can join
fun and friendly environment
gain professional experience
student produce quality work
hands on experience
nurturing environment
great resume builder
use of industry quality equipment
o cameras
o editing systems
o lighting kits
o production equipment
o studio mics
o access to CNN news center
o Adobe software
networking opportunity
students can take the internship for credit
program has a great reputation on campus
large telecast area
program is located on campus
larger advertising budget then previous semesters
Season 45
Marketing Plan
Spring 2010
Weaknesses Weaknesses are internal factors that may hinder achieving objectives.
time consuming
unpaid
only one live show a week and a break in the semester can make it hard for viewers
to make watching Studio One a habit
may conflict with student’s schedules
o for: example many marketing and graphics design classes are only offered
Tuesday and Thursdays
non-profit regulations for advertising
deadlines can be stressful for students who have a full class load and one or two
part-time jobs
student turnover
Opportunities Opportunities are external factors that can help the program and internship grow.
Changes in the format of the programming
o There have been some advancements in programming with Facebook feedback
o This semester we are adding Web cam thoughts
o This year the marketing team will develop behind the scenes videos for the
Studio One Facebook page
Studio One’s location can be difficult to explain – the marketing team will develop a map
that will be used at booths to help explain where Studio One is and how parking is
almost always available
Communication Department:
o In the marketing team survey, some students said they applied for the internship
because of a teacher recommendation.
o David Kiefel promotes the internship during appointments hey stress to parents
while recruiting at the opportunity that Studio One
More than happy to send people over for tours
Kiefel would love to have posters and information about Studio One to
hand out to students.
o Noted classroom presentations supporters:
Dr. Rendahl, Brent Ommen, Dr. Kim Cowden – Internship Coordinator,
Kyle Conway, Jake Bell
Season 45
Marketing Plan
Spring 2010
Threats Threats are external that can affect the Studio One program. Threats look at competitors’
products.
A lot of work for only 2 credits
It can be difficult for marketing students to take the internship for credit. And if
they can take it for credit it is two credits (they have 3 credit sections that need to
be filled so they would need to take the internship for two semesters of take another
class to fill the three credit requirement.)
Students may only want to learn about job (example: student may only want to
write press releases but not want to participate on the marketing team)
If a student really wants to learn about reporting, they will only get weekly
deadlines instead daily deadlines
If an intern only participates for one semester reporters only have three
opportunities to produce three or four packages
Difficult to explain where building is located
Television markets are “big” but “small
Show is played on Community Access Channels which have lower viewership and
inconsistent programming schedule
Studio One has a fairly consistent format and viewers may look for more exciting
programming
Local news programs like, WDAZ can compete with the show
Possibility that people see Studio One as less credible because students help produce
segments
Studio One internships are not paid
Other internships in Grand Forks, ND
- Northwest Mutual Financial Network - Not Paid - "Be Kind Day" (Marketing) - Not Paid - MyEdu - Paid - based on performance
Other Marketing Communication Internships/Co-ops in Grand Forks
Feb 8, 2010 search in UND’s Career Services Job Search
Search Criteria: Marketing/Advertising/Communications
Sales & Marketing Internship - Northwestern Mutual Financial Network
Co-op or Internship
Sales and Management Internship Buckle, Inc. - Co-op or Internship
Account Executive - Sales & Marketing - The Campus Special
Season 45
Marketing Plan
Spring 2010
Clerk - USDA-GIPSA-FGIS
Technician - USDA-GIPSA-FGIS
Business Manager - College Pro Painters
Director of Sports - Special Olympics North Dakota
Front Desk Representative 2 - Americas Best Value Inn
TUTORS Needed in Grand Forks - $20-$60+/hour - WheresMyTutor.com
Season 45
Marketing Plan
Spring 2010
Goals & Strategies
The marketing team has developed promotions to help increase awareness of the
internship and program to target audiences. Goals are specific numbers, given in blue
Strategies or the means of reaching these goals are in orange.
Internal Goals
Bowling Party
The marketing team is planning a bowling party after the dress
rehearsal to start building team camaraderie.
Public Awareness
Community Service - Big Event
We will be participating in a local charity event to help the local UND
community.
Stickers on Coffee Sleeves
Table Tents
Posters
Weekly press releases
help keep everyone up to date on what exactly is going on at
Studio One
press release will be sent to area markets to promote the show
and viewership
7 booths
most communication classes are not held in O’Kelly
due to classroom changes, the marketing team will be holding
booths in Merrifield, Memorial Union, and Gamble.
Useful promo items
Chip Clip magnets
Stickers
Pens
Pizza cutters
4 t-shirt days
will help gain awareness for the internship/ show
the marketing team will encourage all the interns and staff to
wear their S1 t-shirts on a least four separate occasions
throughout the season
Season 45
Marketing Plan
Spring 2010
4 radio days
marketing team will help host the Countdown at 9 on XL93
a way to help generate recognition for the show and internship
this event is fun and encourages other teams to get involved
with the marketing team
Nominee Event
Studio One open house
a. At this event, faculty at the UND campus and
communication students will be invited to tour the
facility between 3-5pm on March 2, 2010
b. Current inters will be encouraged to bring their
nominee to check out the studio during school hours
c. This will be a low pressure event where if a student is
strapped for time they may be more inclined to come to
the studio if they can stay for 20 minutes instead of an
hour and a half
Night life
Nightlife coordinated Backspin productions to bring in Rock
Band equipment but hosted by Studio One
This event will be a fun and constructive way to promote
Studio One to freshman-sophomores on campus
The dorms will also be invited to participate in this event
Recruitment:
70 applicants (reached 58 applicants 23% increase from previous
year)
Additional member of the marketing team will aid in
recruitment events
The team has members that are very familiar with the
“products” of Studio One
New Web site resources
a. Recruitment videos
b. More interactive Web features
Audience Development
20 audience per show
Audience members will fill out a survey on how they found out about
attending the show.
Season 45
Marketing Plan
Spring 2010
Season 45 Action Plan
Febr
uary
201
0 Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1 E-Newsletter
2 3 4 5 6 7
8 9 Marketing
Team Presentation
10 11 Booth
(Gamble) Dress
Rehearsal S1 Bowling
12 Nominee
Forms Due
13 14
15 16 Booth At
Communication Link
17 Radio 9PM T-shirt Day
18 Show Booth
(Union)
19 20 21
22 Booth*
(Merrifield)
23 24 Radio 9PM T-shirt Day
25 Show
Booth* (Merrifield)
26
27 28
Mar
ch 2
010
Monday Tuesday Wednesday Thursday Friday Saturday Sunday 1**
E-Newsletter Table Tents Stickers on
Coffee Sleeves
2** Dakota
Student Ad Table Tents
Studio One open house
3-5pm Stickers on
Coffee Sleeves
3** Booth*
(Gamble) T-shirt Day Table Tents
Stickers on Coffee Sleeves
4** Show Booth
(Union) Stickers on
Coffee Sleeves
5** Night Life
Event Stickers on
Coffee Sleeves
6** 7**
8** Booth
(Union) Table Tents
9** Dakota
Student Ad Table Tents
10** Radio 9PM T-shirt Day Table Tents
11** Show
12** Application
Deadline
13** 14**
15** 16
17 Radio 9PM
18 19 20 21
22 Hometown
News Release
23 24 Midterm Paper
25 Show
26 27 28
29
Hometown News Release
30 31
Season 45
Marketing Plan
Spring 2010
Apri
l 20
10 Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1 E-Newsletter
Show
2 3 4
5
Hometown News Release
6 7 8 9 10 11
12
Hometown News Release
13 14 15 Show
16 17 18
19 Hometown
News Release
20 21 22 Show
23 24 25
26 27 28 29 Show
30
May
201
0 Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1 E-Newsletter
The Big Event
2
3 4 5 6 Show
7 8 9
10 11 12 13 14 15 16
Orange - Internal Events
Blue - Recruitment Events
Teal – Booths as Recruitment Event
Purple - Community Service
Red – Market promotion
*Tentative Events
**Union Display Cases
Season 45
Marketing Plan
Spring 2010
Budget
The marketing team has been allocated $1,350 for the semester. This money will cover the
costs of promotional events, promotional items, advertisements and various dues and fees.
Other expenses may arise. The following is a tentative breakdown of this season’s
marketing expenses.
Category Event Cost Promotional Events
Booths (7) $160 Night Life Free Nominee Event TBA
Promo Items Chip Clips $340 Pens $200
Dues & Fees Memberships $50
Advertisements Memorial Union Display Case $40 Dakota Student Ads (2) $192
Other Duplicating $170 Video Camera $90 Binders $10 Long Distance $10
Original Budget $1,350
Total Expenses $1,263
Extra Money/Nominee Event $90
Season 45
Marketing Plan
Spring 2010
Evaluations The marketing team has developed several ways to evaluate their performance throughout
the semester. The team will be using Google Docs to survey marketing team or Studio One
students. A paper evaluation will also be used to survey show attendees.
Evaluations allow the marketing team to gain feedback on events
– This gives us valuable information for future event ideas, and what events
were successful or could be improved.
• Evaluations allow the marketing team to:
– determine effective marketing tactics
• We can now better understand how to target our customers. These
little bits of information will help create present and future marketing
strategies.
– evaluate the use of finances
• Example: This semester the marketing team is cutting back on Dakota
Student Ads.
– Evaluations determined how and why students applied for the
Studio One internship. Below is an example of cost vs. benefit
comparisons:
How applicants found out about the program Cost How many applicants applied due to advertisement
3 Dakota Student Advertisements $480 2 applicants Classroom presentation Free 17 applicants From Friends Free 14 applicants
– Get input from other students on the project
• Interns voted on t-shirt design and a nominee event
• Last semester inters hosted a nominee football event
Season 45
Marketing Plan
Spring 2010
Nominee event survey results
Survey examples:
Audience Development survey sample:
The marketing team will host a Studio One open
house to mirror the same open atmosphere.
• Surveys give a broad outlook on what all interns involved with the
project value about events and the program.
• Weekly audience members will have the option to fill out a short survey.
– This will help the audience development team find why and how they found
out about attending the show.
T-shirt survey results
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