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Burke Echelmeier—Account Supervisor Yukima Anderson—Account Manager Brandon Caples—Account Coordinator Jenna Mae Thorne—Senior Account Executive Darien Barrett—Account Executive Julio Valdez—Assistant Account Executive
P u b l i c R e l a t i o n s C a m p a i g n s F a l l 2 0 1 6
Recording Technology
2
Table of Contents
EXECUTIVE SUMMARY ........................................................................................................................... 3
INTRODUCTION ........................................................................................................................................ 5
RESEARCH .................................................................................................................................................. 6
OBJECTIVES ............................................................................................................................................. 10
PROGRAMMING ..................................................................................................................................... 12
EVALUATION .......................................................................................................................................... 23
STEWARDSHIP ....................................................................................................................................... 28
CONCLUSION ........................................................................................................................................... 30
APPENDICES ........................................................................................................................................... 31
3
Executive Summary ROPES Model
To reach our goal of increasing recruitment numbers as well as retention
numbers within the Recording Technology concentration of the Communications
Department, we based our campaign off of the ROPES Model. The ROPES Model is a
strategy used by PR practitioners to develop a clear and concise campaign. ROPES is
actually an acronym and stands for the five steps of the model: research, objectives,
programming, evaluation, and stewardship.
The first stage is research. Here we met with the client to get all of the
necessary background information, to get an understanding of the concentration,
where it currently stands and what their goals are. Within this step we develop
SWOT, PEST, and other forms of analysis to understand their position. We then
developed surveys and interviews for students and other faculty around campus to
find a baseline for the concentration. Based off of all of this research, we were able
to determine a proper plan of action for the campaign.
The next step is objectives. In this step we used a strategy called SMART
objective writing to develop our desired outcomes. Objectives are broken into two
types, impact and output objectives, and within the impact objectives are three sub
sections, informational, attitudinal, and behavioral.
The next step is the programming phase. In this phase, we come up with
events to generate awareness, determine our media usage, develop a budget, and an
event calendar. Using our objectives, we come up with events that would best suit
our target audience, while keeping in mind the goals we are trying to reach. Within
4
each event, we try to plan everything from logistics, to audience, to budget, to a
contingency plan.
Stewardship is the next phase in the ROPES Model. Here we come up
strategies and techniques we use to evaluate the success of our programming events
and determine how well we reached our goals set up in the objectives phase. These
strategies are anything from website analytics to a post test.
The last phase of the campaign is the stewardship. In this phase we work to
gain the trust of everyone who donated and worked with us in hopes that they
continue to do just that. These five steps are the baseline for our campaign and they
were our guides in creating a successful campaign.
5
Introduction About the Campaign
Our client is Mr. Bean, one of the two professors and the head of the
Recording Technology concentration within the Department of Communications at
Alabama State University. He came to us to pair with our group to develop a
campaign to increase recruitment numbers for the concentration as well as keep our
retention rate as high as possible. Mr. Bean and Mr. Kidd, the other teacher within
the concentration, came to us looking for help but to also get a different perspective
on how to effectively recruit for their program. Coming from other students within
the Communications Department we had different insight as well as a different
medium to relay the visions of the concentration. Working with Mr. Bean, we
believe we have created a blueprint that will lead to an increase in numbers and a
successful campaign.
About Recording Technology Recording Technology is one of six concentrations within the
Communications major. In the Recording Technology concentration, students get
hands on education on the tools, technology, and techniques used to produce music
in this day in age in music. The concentration has up to date equipment including
two fully functioning music studios, and teach the latest techniques to produce
music for all types of genres. The product put out by the students within the
concentration is second to none and is something to be recognized.
6
Research Background Information (SWOT Analysis)
Strengths Weaknesses
More career opportunities in Recording Technology as opposed to music majors (Radio/TV sound, production, Entrepreneurship, etc.)
Better product than Full Sail University and Art Institute, according to professionals, at a much cheaper cost
Up to date on industry skills, instruments, and technology
Staff not only teaches, but are professionals in the field as well
Located in Montgomery. In the middle of many major music markets including New Orleans, Atlanta, and Nashville
Students are unaware of the Recording
Technology concentration Students are afraid to major in the field Lack of job opportunity Minimal University resources including
budget, website, and social media pages Students don’t like taking all the
communication classes required
Opportunities Threats
Social Media and a website creation Working hand in hand with Radio/TV for
student and concentration promotion More collaboration with other
departments on campus On campus events Reach students who are undeclared and
unaware of the Recording Technology concentration
Musicians want to pay less for the
recording of their music. Means there are fewer jobs and less pay
Production tools are more available to anyone. Means anybody can produce music to some extent
Other schools have this program outside of the Communications department
People are afraid to get into the Recording Technology concentration because of job security
7
Background Research (PEST Analysis)
Political A new administration is in office now, so the industry is going to see some changes There will be more of an opportunity for entrepreneurship in this field due to policy changes
in our government Because of this, more entrepreneurial techniques and concepts should be added to curriculum Lower income taxes on major corporations will allow American music companies to use their
funds elsewhere, potentially opening up jobs
Economic Receives little to no funding for a budget from the University Entrepreneurship will have more potential in this industry With a current increase in the stock market, there are more job opportunities and more
consumer opportunities in general, which will benefit the industry With new policies, failed entrepreneurship will have less government bailout opportunities
Socio-Cultural The music industry is growing from a number of participants aspect, but dying in the business
aspect of the industry With more artists, that opens more opportunities for the industry but also means there is more
competition The stigma of the music industry by society may stray kids away from majoring in it Success in this field does not require a formal education or a degree anymore
Technology The increase of technology makes music production easier and the product sounds better Social media allows an artist to showcase their product anywhere, anytime, for cheap With production tools much more available to anyone, there is not as much of a need for a
studio or specific producers A good knowledge of recording technology and music production can separate one from
another due to the quality of product Technology for this industry continues to grow, opening new genres and sounds for future
products
8
Background Research (Stakeholder’s Analysis)
9
Primary Research The research phase is a very crucial part in the success of a campaign. It is
important to conduct effective primary research because you base the rest of your
campaign off of this step. The numbers you get from this step are the baseline
numbers. You make your objectives based off this information. Once you’ve
completed your programming phase, you compare the new evaluation numbers to
the baseline numbers to determine the success of the campaign.
As a group we decided the best ways to obtain the necessary information
would be to conduct a survey throughout campus and high schools in the state and
to interview other faculty and students. Our surveys were passed out throughout
the campus in places like the café and the dorms, but we specifically targeted
Freshman Orientation Classes and entry-level Communications classes. We decided
on this because these classes have the highest number of undeclared majors.
**See Appendix A for survey example p. 31
After gathering results of the surveys and interviews we noticed a few
trends. Only about 17% of the students were aware of the Recording Technology
concentration and 74% of students that said they wouldn’t major in this
concentration did so because they were afraid to due to lack of job opportunity. We
also determined many students didn’t want to take this concentration because they
wanted to do the music side of it without taking the other required Communications
classes.
**See Appendix B for survey results p. 32
10
Objectives Impact Objectives
Informational Objectives
1. To increase the brand awareness of the Recording Technology concentration in
the Department of Communications at Alabama State University by 50% by
November 1st, 2016.
2. To increase social media interaction of the Recording Technology concentration
by 90% by November 1st, 2016.
3. To increase awareness of all prospective students by 40% by November 1st,
2016.
4. To increase student involvement in Recording Technology sponsored events by
50% by May 5th, 2017.
Attitudinal Objectives
1. To increase the interest of the Recording Technology concentration by 50% by
December 5, 2016.
2. To increase the use of Alabama State’s own technology and recording equipment
by prospective, current, and past students by 30% by May 5th, 2016.
Behavioral Objectives
1. To increase the number of students enrolled in the Recording Technology
concentration by 15% by January 10th, 2017.
2. To retain 95% students currently enrolled in the Recording Technology
concentration as well increase enrollment by 25% by August 2017.
3. To increase the number of commitments of high school students to the
Recording Technology concentration by 25% by May 2017.
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Output Objectives 1. To spread awareness of the Recording Technology concentration at Alabama
State as well as various high schools through surveys provided and
brochures by October 2016.
2. To add more information to the University's website about the Recording
Technology concentration by January 10th, 2017.
3. To send out one press release per month to the university's newspaper (The
Hornet Tribune) starting in October of 2016.
4. To spread awareness about the Recording Technology concentration through
social media accounts using hashtags and trending stories starting in October
2016.
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Programming Themes
When gathering our research, we realized one of the biggest problems with
our low numbers was due to lack of recognition. Only 17% of the population polled
was aware of our concentration. To combat this, we have come up new themes,
slogans, hashtags, key messages, logo, and even a mascot. The first step in gaining
this recognition and increasing awareness was rebranding these areas. Below is the
new look for the Recording Technology concentration:
Slogans:
- My ASU Sound
- Sounds of the Future
Hashtags:
- #myasusound
- #soundsofmusic
- #asucommdept
- #asurecordingtech
- #asurectech
Key Messages:
- Recording Technology offers much more than just music
- Enabling entrepreneurs in the Recording Technology industry
- Without Recording Technology, there is no entertainment
13
Logo:
Mascot: Hugo the Hip-Hop Hornet
14
Financial Planning Symposium
When: October 12, 2016 at 6 pm
Where: Student Union Theater on Alabama State campus
Who: Professors Emery and Akilah Kidd
Cost: Free
Event Overview: A free forum discussing planning for the future will be offered
by two of Alabama State’s professors, Emery and Akilah Kidd. At this symposium,
the two ex-stockbrokers will be discussing topics such as budgeting, student debt
reduction, wealth accumulation, entrepreneurship, and philanthropy. This event is
open to anyone who wants to get a better grasp on how to financially plan for the
future.
Why: This event is a great opportunity to show students how attainable future
financial stability can be as well as marketing our brand, the Recording Technology
concentration of Alabama State.
**See Appendix C for flyer p. 33
15
Listening Party
When: January 26, 2017 at 7 pm
Where: Facility 1 at Alabama State University
Who: Current Students as well as Past Alumni
Event Overview: The Listening Party is an open music forum open to any current
or past ASU students. Here students will be able to listen to and share music
prepared by their friends and classmates. After all the students have performed
their music, there is “open mic” time available for anybody else who has music
prepared and want to share it.
Why: This event provides a platform for the students to broadcast their talents to
anybody in attendance. This will help each student get exposure for their music, but
also generate awareness for the concentration. If students or the public hear and
like the product the students of the Recording Technology concentration put out,
they are much more likely to look into the concentration as an option for school.
**See Appendix D for flyer p. 34
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High School Pep Rallies
When/Where: We are touring around Montgomery to high schools in the Spring
’17 semester. Dates and locations are as followed:
- Jefferson Davis High School—February 3, 2017
- Booker T. Washington Magnet—February 17, 2017
- Sidney Lanier High School—March 10, 2017
- Loveless Academic Academy—March 24, 2017
- George Washington Carver High School—May 26, 2017
Who: Volunteering students in the concentration, Mr. Bean, Hugo the Hornet
Event Overview: Recording Technology students and professors will travel to
surrounding high schools and throw a pep rally at each of these high schools, hyping
the kids up about an upcoming event they have at their school. After the event, the
students have to ability to come up to a table set up by the Recording Technology
concentration and try out some equipment and technology the school has to offer.
Here the Recording Technology students can show the kids some basic techniques
as well as inform them about our concentration.
Why: We believe the recruitment process starts at the highs schools. It is
important to increase the awareness of our field here so they have the necessary
information available to choose our program as their college degree. We believe the
pep rally will not only showcase the talents of students in the program, but also
increase the hype about the program as a whole to these kids at an earlier age. The
post-party table set up will allow the kids a more personal setting so they can ask
questions and see what all the concentration has to offer.
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Social Media Challenge
When: Spring ’17 semester
Where: Social media (Instagram, Facebook, Twitter)
Who: Students of the Recording Technology concentration
Event Overview: Each student in the Recording Technology concentration will be
selected throughout the semester by one of the professors. Once they are selected,
they are to put up an original piece on their social media pages. These pieces will be
up for a 2 weeks for students to listen to. The number of retweets, likes, reposts, etc
will determine the winner of the event. At the end of the semester, the student
gaining the most exposure for their work will be awarded with things like shirts,
hats, community service hours, extra credit, etc.
Why: This is another event that is free to put on and will help increase exposure for
our students and concentration. Again, once people see the kind of products being
put out by our students, it will gain credibility for our program.
**See Appendix E for flyer p. 35
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ASU vs AAMU Basketball Game Tipoff/Kickback
When: February 11, 2017 @ 4:30-6:00 pm & 10:30 pm-1:00 am
Where: Lockhart Gymnasium- Alabama State University
Cost: $10 for non Alabama State students
$7 for Alabama State students with student ID
Event Overview: To build some extra hype for the always intense Alabama State
Alabama A&M basketball game, we are holding a pregame “Tipoff” and post game
“Kickback” party. There are parties for these events already off campus, so we
thought we would bring the party to a place that will provide a safer, more
responsible place. Here at the party, the Recording Technology students will
provide the entertainment by DJing the event. Here we will have grill foods like hot
dogs and hamburgers, drinks, games and an energetic environment that will lead
straight into the game. The “Kickback” which will start directly after the game will
be more of a club vibe. The lights will be turned off, we will have lasers and other
forms of party lights, and our students will again, DJ that as well.
Money: This is the one event we have that will cost money to put it on. This is also
the one event we are using to try to raise money for future use. We will be selling
tickets like it says above, $10 for non ASU students, $5 for students. We will be
having students presell tickets to get money for the party for decorations and food.
We will also be looking to sponsors around the community to donate for our parties
as well. The money we make from tickets and food would be to cover our costs the
donors don’t get and to use for future use.
Why: This is one of the biggest, if not the biggest game of the year. We should take
advantage of the amount of people that show up to this game and use it to promote
our school, basketball team, and concentration through a memorable, fun
environment. I think these parties could be a huge success and could carry on for
years.
**See Appendix F for flyer p. 36
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High School Touring with TRIO Program
When: Throughout the Spring ’17 semester
Where: We will be touring around Alabama in this order: Montgomery, Mobile,
Selma, Tuscaloosa, Huntsville, Birmingham, Auburn, Dothan, Montgomery
Who: Recording Technology students and professors with the TRIO recruitment
program
Event Overview: The TRIO Program is a recruitment program that we have at
Alabama State that targets lower income high school kids. They travel around the
state to schools in the major cities and counties and talk with these kids about the
options ASU has to offer. We would be tagging along with them to talk to the kids
and let the kids know about our program specifically.
Why: With a program like TRIO, already well known and already attending these
schools, its an opportunity we can use to pass our word out further around the high
school. Being the TRIO is already going, we would have free transportation around
the state.
**See Appendix G for touring map p. 37
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Bama State Sound Mobile App
What: This is a mobile app that can be downloaded by anybody, but it is designed
with our students in mind. This app is comparable to Soundcloud, but it is more
along the lines of an interactive portfolio or resume. With this app, students would
have their own account and main page. They can put whatever they feel would
benefit them on their page. They would also put all of their work they deemed
worthy on their page as well. Their account would have all of their information
right there, easily navigated for anybody to look up.
Why: When working in a field that uses so much innovation and technology, why
not incorporate that into something as necessary as a portfolio. Here the student
will be able to keep all of their work in one area. This will allow them to get to any
of their work quickly, and it allows the public the same thing. We think this would
be a good app to have when trying to get a job. If there are perspective job
opportunities, they can send a link to their page to the employer and they can view
their work as they please. They will also be able to keep up with anything else the
student uploads. We think this is a necessary tool to help our students out while
they are in school and after.
**See Appendix H for app icon p. 38
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Uncontrolled and Controlled Media
Uncontrolled Media:
- Press Releases
- Twitter #myasusound (content tagged by students)
- Facebook, My ASU Sound (page)
- Instagram #myasusound (content tagged by students)
Controlled Media:
- Alabama State Recording Technology webpage
- Cell phone app
- PSAs of tour and recruitment announcements
- Brochures (TRIO)
- Twitter (Content tweeted by our department)
- Instagram (Posts by our department)
- Facebook (Posts by our department)
Audience Participation:
- Financial Planning Symposium
- Alabama A&M Tipoff/ Kickback
- High school pep rallies with Hip-Hop Hornet (mascot)
- High school touring with TRIO
- Social Media Contest
- The Listening Party
- Bama State Sound Mobile App
- Posting content on social media with the hashtags
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Calendar We have developed a calendar that shows all meeting times and who we’ve
met with as well dates, future and past, for all of our events to be held. Some of the
dates (ASU v. AAMU game, Financial Planning Symposium, High School Pep Rallies)
are all set dates but the TRIO touring events are tentative to work with their
schedule and to figure out what works best for them.
**See Appendix I for calendar p. 39
Budget Recording Technology has a next to nothing budget which has posed a couple
of problems for the concentration in the past. Every dollar spent has to be raised by
us alone and it all has to be utilized as effectively as possible. Most of our events are
free due to budget constraints, but the “Tipoff/ Kickback” will cost and hopefully
raise money. What the donors do not cover, we will have to pay for and we took all
of this into account when developing our budget.
**See Appendix J for budget p. 42
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Evaluation
Evaluation Strategies for Impact Objectives Informational Objectives:
1.To increase the brand awareness of the Recording Technology concentration in the
Department of Communications at Alabama State University by 50% by November 1st,
2016.
Proposed Evaluation
- Ask Post Test Question (1):
1. Have you heard of the Recording Technology concentration at Alabama State University?
2.To increase social media interaction of the Recording Technology concentration by
90% by November 1st, 2016.
Proposed Evaluation
- Brandwatch (Social Media Listening)
- Cyfe (Social Media and Website Analytics)
- Google Analytics
- Twitter:
Followers Retweets Reach Mentions: @asusound Tags: #myasusound, #asurecordingtech, #asucommdept,
- Instagram:
Followers Likes Reach Tags #myasusound, #asurecordingtech, #asucommdept
24
- Facebook:
Likes Followers Reach Mentions of ASU Recording Department Tags #myasusound, #asurecordingtech, #asucommdept
3.To increase awareness of all prospective students by 40% by November 1st, 2016.
Proposed Evaluation
- Track website traffic through Google Analytics and Cyfe
- Ask Post Test Question (4-6)
4. Have you been to the Alabama State’s Recording Technology page before?
5. Are you aware the Recording Technology concentration has its own page?
6. Are you aware of the features and opportunities the Recording Technology’s webpage offers?
4.To increase student involvement in Recording Technology sponsored events by 50%
by May 5th, 2017.
Proposed Evaluation
- Track and analyze attendance during each event held
- Ask Post Test Question (2-3)
2. Have you heard of any events on the Alabama State campus that is sponsored by the Communications Department or the Recording Technology concentration?
3. Have you attended any of these events?
25
Attitudinal Objectives:
1.To increase the interest of the Recording Technology concentration by 50% by
December 5, 2016.
Proposed Evaluation
- Brandwatch
- Ask Post Test Questions (7-8):
7. Have you seen any social media pages for the Recording
Technology concentration?
8. Would you be willing to follow any of these accounts?
2.To increase the use of Alabama State’s own technology and recording equipment by
prospective, current, and past students by 30% by May 5th, 2016.
Proposed Evaluation
- Compare current usage to the usage after December 5th, 2016 - Track the usage by prospective, current, and past students - Ask Post Test Questions (9-10):
9. Did you know Alabama State has a recording studio and recording technology available for use?
10. Would you be interested in using the recording technology the school has to offer?
Behavioral Objectives:
1.To increase the number of students enrolled in the Recording Technology
concentration by 15% by January 10th, 2017.
Proposed Evaluation
- By tracking the number of current students enrolled and the number
of students enrolling in January 2017
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2.To retain 95% students currently enrolled in the Recording Technology
concentration as well increase enrollment by 25% by August 2017.
Proposed Evaluation
- By tracking the number of current students enrolled along with the
additional number of students enrolling by August 2017
3.To increase the number of commitments of high school students to the Recording
Technology concentration by 25% by May 2017.
Proposed Evaluation
- Ask Post Test Questions Through TRIO (11-13):
11. Are you interested in Alabama State University?
12. Are you aware of what the Recording Technology concentration
has to offer?
13. Would you consider majoring in this concentration at Alabama
State University?
Evaluation Strategies for Output Objectives 1.To spread awareness of the Recording Technology concentration at Alabama State
as well as various high schools through surveys provided and brochures by October
2016.
Proposed Evaluation
- Track surveys from high school students and ASU students
- Record/set dates of tours to high schools for spreading awareness
27
2.To add more information to the University's website about the Recording Technology
concentration by January 10th, 2017.
Proposed Evaluation
- Recording Tech link - alasu.edu/recordingtech - Post articles and pictures on home page and social media
3.To send out one press release per month to the university's newspaper (The Hornet
Tribune) starting in October of 2016.
Proposed Evaluation
- Count number of press releases sent out
- Record press releases printed in ASU's news papers
- Record date of press release sent out
4.To spread awareness about the Recording Technology concentration through social
media accounts using hashtags and trending stories starting in October 2016.
Proposed Evaluation
- Set date and times for info about department through social media to be released
- Through hashtags and trending stories - Keep record of trending stories being released and hashtags being used - Record general mentions
**See Appendix K for Post Test example p. 43
28
Stewardship Reciprocity
- Start the “Honored Hornet” retention program
Acknowledgment letter
Annual token of appreciation (keychain, magnet, luggage tag, etc.)
Special gift if they attend sponsored events (water bottle, umbrella,
etc.)
Listed on our website under our “Donors” section
- Continue to promote students who have produced music through our
concentration via social media and our webpage.
- Recognize sponsors at their sponsored events. Also, list them as sponsors
on banners at the events.
- Send tickets to athletic events to each of the sponsors.
Responsibility
- Consistent interaction on social media sites such as events and
improvements.
- Use the funds we receive from some of our social events to buy airtime with
a larger and broader media outlet.
- Promote “Social Media Challenge” not only on the Recording Tech social
media sites but to promote it on Alabama State home page.
29
Reporting
- Routine reports on the use of gifts from the Recording Tech’s/dean or chair
of department
- Send out letters of appreciation from Recording Tech to donors and
supporters
- Regular progress reports including a financial report, if appropriate
- Record and publish video releases during tours and events
Relationship Nurturing
- Open Communication via social media applications.
- Implement Rewards at events thrown during campaign
- Appoint advocates for the brand from various competitions hosted by the
campaign.
- Set clear expectations and be aware of intended audience which are people
who have not declared a major or incoming freshman.
30
Conclusion
The ultimate goal of this campaign was to increase recruitment numbers and
keep our retention rate high. To do this you need to inform the students that are
unaware of what the concentration has to offer and you accomplish this by
generating brand awareness and maximizing traction. I believe the campaign that
we put together and executed did just this.
Our research stage was thorough and concise, obtaining all the necessary
information from our client as well as collecting enough data from the student body
and other faculty members to set a solid baseline for further testing. Our objectives
were reasonable and obtainable. Our programming events, I believe, are very
practical and useful. They will generate exponential amounts of awareness if they
are executed like they should be. Our evaluation tactics are sound and cover all of
the measurable bases offered in our objectives phase. And our stewardship phase
shows promise in nurturing the relationships we have made from third parties
during this campaign.
When all five of these steps come together and get properly executed, I think
we can easily generate brand awareness for the Recording Technology
concentration and we will reach our ultimate goals for recruitment increase.
31
Appendices Appendix A
(Sample Survey) 1. What is your sex? Male Female 2. What is your classification? Freshman Sophomore Junior Senior High School 3. Have you declared a major? Yes No 4. Did you know there was a Communications Department at Alabama State University? Yes No 5. Do you know the different concentrations the Communications Department has to offer? Yes No 6. Have you heard of the Recording Technology concentration at Alabama State University? Yes No 7. Are you familiar with what the Recording Technology concentration has to offer? Yes No 8. Do you know where the Recording Technology classes are held? Yes No 9. Did you know Alabama State has a recording studio and technology available for use? Yes No 10. If undeclared, would you be willing to major in Communications with a concentration in Recording Technology? Yes No 11. If you have declared a major, would you be willing to switch your major and major in Communications with a concentration in Recording Technology? Yes No
32
Appendix B (Survey w/ Results) 1. What is your sex? Male (38) Female (34) 2. What is your classification? Freshman (18) Sophomore (12) Junior (5) Senior (4) High School (33) 3. Have you declared a major? Yes (20) No (52) 4. Did you know there was a Communications Department at Alabama State University? Yes (42) No (30) 5. Do you know the different concentrations the Communications Department has to offer? Yes (19) No (53) 6. Have you heard of the Recording Technology concentration at Alabama State University? Yes (12) No (60) 7. Are you familiar with what the Recording Technology concentration has to offer? Yes (8) No (64) 8. Do you know where the Recording Technology classes are held? Yes (4) No (68) 9. Did you know Alabama State has a recording studio and technology available for use? Yes (12) No (60) 10. If undeclared, would you be willing to major in Communications with a concentration in Recording Technology? Yes (3) No (49) 11. If you have declared a major, would you be willing to switch your major and major in Communications with a concentration in Recording Technology? Yes (1) No (19)
33
Appendix C
34
Appendix D
35
Appendix E
36
Appendix F
37
Appendix G
38
Appendix H
39
Appendix I
Element Date Who Year Status
Client introduction and team
meeting
August 24 ALL 2016
Client Meeting #1 August 26 ALL 2016
Group Meeting #1 August 26 ALL 2016 Research (Primary and Secondary) August 26th –
September 1st ALL 2016
Client Meeting #2 (primary
goals & ideas) September
1st
DB 2016
**IRB Approval Letter September
2nd
BE,
YA,
BC
2016
Group Meeting #2 September
6th
ALL 2016
*ACCOUNT TEAM PRESENTATION:
RESEARCH PHASE September
7th
ALL 2016
**Research Phase and Progress
Report/Memo Due September
7th
BE 2016
Group Meeting #3 September
13th
ALL 2016
Complete Surveys September
13th
JV 2016
Create Objectives September
13th
ALL 2016
Meeting w/ Dr. Okeowo September
14th
BC 2016
Meeting w/ TRIO Director September
14th
DB 2016
Student Interview- Recording
Tech, September
15th
YA 2016
Group Meeting #4 (Objectives) September
16th
ALL 2016
OBJECTIVES September
16-20th
ALL 2016
*ACCOUNT TEAM PRESENTATION:
OBJECTIVE PHASE September
21st
ALL 2016
**Objective Phase and Progress
Report/Memo Due September
21st
BE 2016
Group Meeting #5 September
29th
ALL 2016
Programming Ideas September
29-Oct.
5th
ALL 2016
40
Client Meeting #3 October
5th
ALL 2016
Group Meeting #6 October
5th
ALL 2016
Programming/Events/Theme October
5th
ALL 2016
Group Meeting #7 October
6th
ALL 2016
App Construction/
Programming
October
6-11th
ALL 2016
Group Meeting #8 October
11th
ALL 2016
*Account Team Presentation:
Objectives and
Programming Phase
October
12th
YA,
JT,
BC,
BE,
JV
2016
**Objective and Programming Phase
and Progress Report/Memo Due October
12th
BE 2016
Client Meeting #4 October
13th
ALL 2016
WORK ON EVALUATION
PHASE October
17th
– 21st
ALL 2016
Group Meeting #9 October
24-25th
ALL 2016
* Account Team Presentation:
Evaluation Phase
October
26th
ALL 2016
** Evaluation Phase
Report/Memo due October
26th
BE 2016
Work on Stewardship phase October
31st –
November
3rd
ALL 2016
Group Meeting #10 November
4th
ALL 2016
Group Meeting #11 November
7th
ALL 2016
*Account Team
Presentation: Stewardship
Phase
November
9th
ALL 2016
41
Campaign Calendar Yukima Anderson – YA Jenna Mae Thorne – JT *Due in Class
Brandon Caples – BC Julio Valdez – JV **due via email: Dr. Byrd &
Mr. Bean
Burke Echelmeier – BE Darien Barrett – DB *** electronic and hardcopy
due
**Stewardship Phase
Report/Memo due November
9th
YA,
BE
2016
Work on final presentation November
10-14th
ALL 2016
Work on visuals for final
presentation
November
10-14th
ALL
Group Meeting #12 November
15th
ALL 2016
Finalize Campaign Details November
13-15th
ALL 2016
Final Campaign Team
Presentation November
16th
ALL 2016
THANKSGIVING BREAK TB TB TB TB
***Campaign Proposal/Plan
Book due November
28th
BE 2016
42
Appendix J
Media and Public Relations
PR Research $00.00/hr. $00.00
PR Strategies and Tactics $00.00/hr. $00.00
Slogan Development $00.00/hr. $00.00
Campaign Logo Design $00.00/hr. $00.00
Visual Campaign Design $00.00/hr. $00.00
Media Management $00.00/hr. $00.00
Free Gifts/ Promotional Items
Key Chains (www.24hourwristband.com) 750 x $0.64 $480.00
Wrist bands (www.24hourwristband.com) 800 x $0.18 $144.00
T-shirts (www.24hourwristband.com) 144 x $3.24 $466.56
Recording Technology High School Tour (Alabama) w/ Trio Programs
Fuel Cost $00.00 $00.00
Pregame Tip-off/ After Party Slam (Tickets) $10.00 (non-student)
$5.00 (student)
Technical Equipment $00.00 $00.00
Microphone/speaker $00.00 $00.00
Catering
Chips $12.72/case
Drinks $10.98/case
Bottled Water $6.68/case
Candy $15.08/case
$1090.56
43
Appendix K
(Post Test Example) 1. Have you heard of the Recording Technology concentration at Alabama State University?
Yes No Maybe
2. Have you heard of any events on the Alabama State campus that is sponsored by the Communications Department or the Recording Technology concentration?
Yes No Maybe
3. Have you attended any of these events?
Yes No Maybe
4. Have you been to the Alabama State’s Recording Technology page before?
Yes No Maybe
5. Are you aware the Recording Technology concentration has its own page?
Yes No Maybe
6. Are you aware of the features and opportunities the Recording Technology’s webpage offers?
Yes No Maybe
7. Have you seen any social media pages for the Recording Technology concentration?
Yes No Maybe
8. Would you be willing to follow any of these accounts?
Yes No Maybe
9. Did you know Alabama State has a recording studio and recording technology available for use?
Yes No Maybe
10. Would you be interested in using the recording technology the school has to offer?
Yes No Maybe
11. Are you interested in Alabama State University?
Yes No Maybe
12. Are you aware of what the Recording Technology concentration has to offer?
Yes No Maybe
13. Would you consider majoring in this concentration at Alabama State University?
Yes No Maybe
44
Appendix L
The Account Team
Burke Echelmeier, a senior communications
major with a concentration in public relations at
Alabama State University. He is originally from
Fulton, Missouri where he attended Fulton High
School. Before Alabama State he attended Wallace
Community College in Dothan, AL where he earned his
Associates degree. Burke pitches for the Hornets of
Alabama State where he won a SWAC Championship in his first year as a Hornet.
Burke plans to go to graduate school where he’ll earn his MBA with a focus on
investment management. He wants to get into stocks when he’s done with school,
hopefully as a Financial Advisor.
Jenna Mae Thorne, she is senior at Alabama State University.
Jenna Thorne is getting her degree in Communications PR with a
minor in physical education. Jenna is a transfer student from
Sierra College in California where she earned her Associates
degree in social science. Jenna Thorne was a member of Alabama
states collegiate softball team. Jenna Thorne has completed two
internships. Her first internship was with Damien Readus in the athletic advisement
office where she learned the in and outs of collegiate advising. Jenna has also
45
interned with the sports information office on campus. Jenna Thorne plans to
graduate Fall 2016 and is looking into graduate school at Auburn University.
Yukima Anderson is a graduating senior majoring in
Communications with a concentration in Public
Relations. She is from Loachapoka, AL, a small town by
way of Auburn, AL. She has gained Public Relations,
Medical, and Business Marketing/Management
experience through various internships and job
opportunities. These areas of opportunities include interning for Girl Scouts of
Southern Alabama, Alabama House of Representatives in the Office of The House
Minority Leader, the U.S. Fish and Wildlife Services and the Student Conservation
Association. She has worked with Alabama State University’s Athletic Department as
a student assistant for German Bello and Reggie Barlow, an office assistant for Dr.
Gwendolyn Boyd and Kesha Howard in Alabama State University President’s Office.
Yukima also had the opportunity to gain experience in the medical field by working
in East Alabama Medical Center’s main lab as a Registration Representative/ Lab
Assistant, testing specimen and ordering accurate tests for physicians and patients.
Having come from an athletic family, Yukima hopes to become a successful sports
agent in the near future.
46
Brandon Caples, a Senior Communications major
Public Relations Concentration attending Alabama State
University. In addition to being a full time student, he is
also a full time athlete for this institution after being
awarded a baseball scholarship. He was born and
raised in Tampa, Florida on October 20th 1994. He
picked up sports at an early age of 4-years-old, quickly became a lifestyle of his that
carried all the way up to college. Athletics has taught him many things and has given
him many skills such as punctuality, motivation, ability to cooperate, and being able
to perform under pressure; all skills that can be targeted, and used for a career in
Public Relation or any other field.
Julio Valdez, is senior Communications major with a
concentration in Public Relations at Alabama State.
Julio is currently in his last semester where he is a
graduate assistant for the Hornets baseball team, a
team he played on for four years prior. He will
become an assistant coach in the spring once he
graduates. Julio Valdez is from Oviedo, FL where he
attended Lake Howell High School. Julio also coaches and runs camps held by
Perfect Game and the Triton Rays. He wishes to continue his coaching career at
Alabama State University in years to come.
47
