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“ Your Time is Now”

Purdue Masters Degree in Strategic Communication

Introductions

Sarah WartmanAccount Executive

Caitlin Polochak Creative Director

Reid Andrews Copy Director

Marcela PelaezResearch Director

Courtney Quinn Social Media Director Purdue Master s Degree in Strategic

Communication  

Overview Demographics Research

Primary & Secondary Plans, Goals, and Objectives Theories Timetable

Phases Tactics Conclusion

Looking towards the future

Purdue Master s Degree in Strategic Communication  

Demographics

Juniors & Seniors at Purdue University

-Roughly 1,000 current seniors in Communication

- Majority are Public Relations Majors Those interested in going to grad school

right after college Students who live in the Indianapolis area Students who currently attend college in

Indianapolis

Purdue Master s Degree in Strategic Communication  

Purdue Master ‘s Degree in Strategic Communication  

Secondary Research

Main competitors: Ball State George Washington West Virginia Gonzaga University of Missouri Drexel University Bellevue University

Purdue Master ‘s Degree in Strategic Communication  

Primary Research

Survey 10 Questions 76 respondents (juniors & seniors) 74% Public Relations Majors

Face –to- Face 10 individuals

Purdue Master ‘s Degree in Strategic Communication  

# Answer Response %

1 Yes 42 55%

2 No 34 45%

Total 76 100%

Have you considered Graduate school?

Statistic Value

Mean 1.45

Variance 0.25

Standard Deviation

0.50

Total Responses 76

Purdue Master ‘s Degree in Strategic Communication  

Have you considered Graduate school? Seniors Only

# Answer Response %

1 Yes 27 64%

2 No 15 36%

Total 42 100%

Statistic Value

Mean 1.36

Variance 0.24

Standard Deviation 0.48

Total Responses 42

Purdue Master ‘s Degree in Strategic Communication  

# Answer Response %

1 Financial 48 63%

2 Educational Requirements

12 16%

3 Length of time it will take

24 32%

4 The location 5 7%

What are your biggest concerns regarding graduate school?

Statistic Value

Mean 3.07

Variance 1.40

Standard Deviation 1.18

Total Responses 76

Purdue Master ‘s Degree in Strategic Communication  

# Answer Response %

1 1 19 25%

2 2 15 20%

3 3 24 32%

4 4 15 20%

5 5 3 4%

Total 76 100%

Statistic Value

Mean 2.58

Variance 1.39

Standard Deviation 1.18

Total Responses 76

How willing would you be to obtain this degree if the classroom setting was located in

Indianapolis?

Purdue Master ‘s Degree in Strategic Communication  

Face-to-Face Interviews

Majority of interviewees were seniors and showed a general interest in graduate school

Were not interested in a program in Indianapolis

Wanted to expand their background

Purdue Master ‘s Degree in Strategic Communication  

Plans, Goals,& Objectives

Plan: To use our tactics to reach our target publics

Goal: Make graduate school a priority for Purdue graduates in the Communication Department.

Objective: To inform, create awareness, spark interest and obtain student commitment for the Professional Master’s Program in Strategic Communication.

Purdue Master ‘s Degree in Strategic Communication  

Theories 2-Way Symmetrical Model

Two-way communication used to promote a cause, resolve a problem, negotiate and promote an understanding

Agenda Setting Theory Deciding what stories are newsworthy

Source Credibility Theory More likely to be persuaded when source is seen as

credible Public Information Model

Uses one–way communication to give out organizational information

Purdue Master ‘s Degree in Strategic Communication  

Snapshot of Communication Plan

Secondary Research Findings

Primary Research

Key Publics Goals/Objectives

Strategies Themes/Messages

Timing

We conducted research to evaluate other university’s masters programs to give Purdue a template to base their new program on.

We conducted surveys in COM classes in order to gauge our publics’ thoughts on graduate school.

Current juniors and seniors in the COMDepartment at Purdue University.

To make our publics aware and spark an interest in the Professional Masters Program in Strategic COM.

Persuade our public that obtaining a Masters through our program would benefit their future.

Messages will be used through identification. We will identify with our audience by using their key values and beliefs in our messages and ads.

Start implementing our tactics in August 2010.Continue to create awareness throughout the academic year.

Purdue Master ‘s Degree in Strategic Communication  

Time Table Start implementing our PR tactics in August 2010

August: Post call-out dates in mortar board; send out mailers to potential students.

September: Host call-outs & all promotional tactics begin October: Liberal Arts month: Have booth at LA Professional

Forum November: Master’s Program information& Q/A session with

faculty members December: Application process begins

Continue awareness throughout the academic year. Program will start August 2011.

Purdue Master ‘s Degree in Strategic Communication  

General Tactics

Radio Ad Media Advisory Press Release Brochure Business Cards Billboard

*Press Release, Radio Ad, Media Advisory, and Brochure can be found in our manual .

Purdue Master ‘s Degree in Strategic Communication  

General Tactics

Full page Ad

Purdue Master ‘s Degree in Strategic Communication  

General Tactics

Mailers Front

Purdue Master ‘s Degree in Strategic Communication  

General Tactics

Mailers Back

Purdue Master ‘s Degree in Strategic Communication  

General Tactics

Website

Purdue Strategic Masters site

Purdue Master ‘s Degree in Strategic Communication  

Campus Tactics

Callouts Mortar Board Liberal Arts Events

Job fairs/ speaker sessions Fast Track / Exponent Flyering/ Chalking Grad Fairs Student Organization events.

PRSSA Com Day

Purdue Master ‘s Degree in Strategic Communication  

Campus Tactics

Beering TV

Purdue Master ‘s Degree in Strategic Communication  

Campus Tactics

Bulletin Boards

Purdue Master ‘s Degree in Strategic Communication  

Campus Tactics

Display Cases

Purdue Master ‘s Degree in Strategic Communication  

Conclusion

Looking towards the future Key Factors “The direction in which education starts a man

will determine his future in life.”-Plato Emphasizing to students that their time is NOW! Using Purdue’s good reputation to promote this

program Focusing on students from other universities as

well as Purdue’s