The Women’s and Gender Studies Program Longwood University
Public Relations Campaign
By Lindsay Smith
WGS at Longwood
Overview Currently 8 declared minors Required to complete 18 hours of course
work with a 2.0 At least 9 of those 18 hours must be at 300
or 400 level Currently 7 professors and 2 department
directors Currently no WGS student organization
WGS at Longwood
Objective To develop a marketing and communication
plan geared towards the students, professors, and alumnae of Longwood University not only to increase the number of declared minors, but also raise awareness about issues in the Farmville community and beyond in order to promote social change.
WGS at Longwood
Research Themes
Lack of unified brand identity Lack of communication between:
Professors and declared minors The minors themselves The program and the entire student body The program and its alumnae Department and other Longwood professors
WGS at Longwood
SWOT Analysis Strengths
Interdisciplinary: students can tailor Programming Comfort level in classroom among women
WGS at Longwood
SWOT Analysis Weaknesses
Students not aware of interdisciplinary aspects Lack of diversity in classes Strongly held stereotype Lack of unity among minors and professors Weak connections with alumnae
WGS at Longwood
SWOT Analysis Opportunities
Increase diversity in classroom Social change will increase on campus and in
Farmville community Receive donations to help improve the program
WGS at Longwood
SWOT Analysis Potential Threats
Weakening economy Geographic location Demographics
WGS at Longwood
Target Audiences Longwood Students
Freshmen/Potential minors Declared minors Professors Student body Alumnae
WGS at Longwood
Strategy: Create a unified brand identity for the WGS program Tactics:
Create a mission statement that truly expresses the values of WGS
Create a logo that is eye catching and unique Create a tagline to accompany logo
WGS at Longwood
Strategy: Increase face-to-face and computer mediated communication between minor and professor outside of class Tactics:
Hold an advising appointment with each minor every semester
WGS newsletter WGS blog Mandatory minors meeting
WGS at Longwood
Strategy: Strengthen bond between the minors themselves Tactics:
Create an organization for the minors to join Iota Iota Iota WGS Club
WGS at Longwood
Strategy: Increase communication (face-to-face and computer mediated) between the program and entire student body Tactics:
Participate in ‘Fall in Love with a Major’ Co-Sponsor event with another organization Facebook Fanpage Add ‘What’s in it for me?’ section on webpage Recruitment during Intro class
WGS at Longwood
Strategy: Increase computer mediated communication with WGS alumnae Tactics:
Semester newsletter Add ‘Where are they now?’ section on website Add donation section on website
WGS at Longwood
Strategy: Increase communication between Department and other Longwood professors Tactics:
Sending out an SOS
WGS at Longwood
Timeline Fall 2010 Semester- January
Recruiting during Intro class Updates made to website Create Facebook Fanpage Start blogging to make connections with minors and
alum SOS sent out to faculty
Spring 2011 Semester Newly recruited minors form organization Send out newsletter to alum and current minors Mandatory minors meeting
WGS at Longwood
Resources Facebook Blogging system Stamps and envelopes (possibly)
WGS at Longwood
Assessment Recommendations Post assessment surveys to the online
networks Assess students feeling of involvement before
and after the changes Possible reward
The amount of donations/participation by alum
Number of declared minors
WGS at Longwood
Thank You!
Any Questions?
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