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Prepared by: Hoa Do ThiDue: Thursday, December 9th 2010
STRATEGIC COMMUNICATIONS PLAN
FORINTERNATIONAL CLUB AT SEATTLE UNIVERSITY
THROUGH INTERNATIONAL FASHION NIGHT
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1. Vision & Mission of International Club (IC) at Seattle
University
2. Events & Activities of IC
3. Research
4. Situation analysis & SWOT
5. Branding & Messaging
6. Goal & SMART Objective
7. Market & Niche audience
8. Strategies & Tactics
9. Action plan
10. Measurement
11. References & sources
12. Contact information
PLAN OUTLINE
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Vision:
The International Club at Seattle University or IC is
established to be thebest in the nation to develop leadership
amongst international and domestic
students through organizing activities that promote global and
culturalawareness on campus so that they develop their confidence
as future leaders
Mission:
International Club seeks to inspire, educate and empower a
community ofinternational as well as domestic students leaders to
promote cross culturaldialogue and friendship, deepen awareness and
understanding of
international issues and learn about the cultural diversity
represented at SU.
1.VISION & MISSION OF IC
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The First Year Plan & Goals:To build up a leadership team to
promote strong connections among internationalstudent populations
on campus through intercultural events, and give momentumfor the
following years.
4
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Team Building
Salsa Dance Class
Gaining EventPlanning
Experience
Summer Picnic for Visiting Students & Scholars International
Cooking Battle
IncreaseRecognition ofIC on Campus
International Fashion Night (planned)
Planning forthe 2nd Year
Elect the key officers/roles Update Vision/Mission Statement
Plan events for next year
2. EVENTS & ACTIVITIES OF IC
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Research conducted for International Fashion Night
1 Compliance with the International Club Constitution
2 Interviews with International Club officers
3 Vanity Fair Magazine for Visual Presentation4 American Next
Top Model for Event Presentation
5 Paper Survey
6 Survey Monkey
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3. RESEARCHED
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Strengths Financial support from Microsoft via alumni and
the
International Student Center (ISC) at SU General Event Planning
Support from ISC
(IC is a daughter organization of ISC) An experienced project
manager in fashion events Logistical support and assistance from SU
alumni with real life
experience with event planning and team building Diverse club
members with strong connections with other SU
student groups
Weaknesses Relatively new student organization on campus
Established in Feb 2010 Majority of members have little to no event
planning experience Minimum time commitment from club members due
to their
class schedules
Opportunities Only multi-cross-cultural organization on campus
Give rare opportunities for student communities to celebrate
their heritage through fashion
Threats Limited time: 2 months only over holiday season Limited
number of volunteers Limited club budget: $150
-> need to wait for the funds to arrive before taking
someactions
High Standard of traditional SU cultural events-> high
pressures on club members
4. SITUATION ANALYSIS & SWOT
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Preliminary brand attributes
Cultural heritage
Diversity
Young and energeticKey messages
Intercultural friendships between international and
domesticstudents at SU campus to develop leadership skills
Inspire, educate and empower SU students and thecommunity
Crossing boundaries and creating friendships
5. BRANDING & MESSAGING
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Goals
Increase ICs visibility on campus
More acknowledgement from other students groups and
organizations Introduce ICs brand and key messages
SMART Objectives
Increase a number of IC permanent members to 50 after the
Winter
quarter 2011 Selling 60 tickets for the International Fashion
Night on January 13th, 2011
Get at least one positive article about the International
Fashion Night in theSpectator by January 20th 2010
6. GOALS & SMART OBJECTIVES
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7. MARKET & NICHE AUDIENCE
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- SU Internationalstudents
- SU domestic studentswith global and
international affairsinterests
OtherSUStudents
Neighbors
SU
alumni
SUpotentialstudents
SUFaculties& Staffs
Inner Circle
Outer Circle
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Strategies1. Conduct a media campaign around the
International
Fashion Night in Fall & Early Winter Quarters2. Hold
on-campus awareness campaign to recruit volunteers
for the International Fashion Nights committee
Tactics and Communications tools1. Write Press Rerelease
2. Design posters3. Create a promotional short video clip4.
Create a Facebook event5. Paper Survey after the International
Fashion Night
8. STRATEGIES & TACTICS
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Overview
On The SpectatorsNewspaper
Ads & Statement
for the International Fashion Night
Article to address issues among international students
anddomestic students relationship
Make it newsworthy
See attached separated document
TACTIC 1. PRESS RELEASESINTERNATIONAL FASHION NIGHT
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Overview
Highlight ICs brand
High quality and professionalism
Utilize services from student volunteers to save money andengage
more students in the planning process
See attached separated document
TACTIC 2. EVENT POSTERSINTERNATIONAL FASHION NIGHT ADS
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Overview Raise interests for IC & International Fashion
Night among
students
Form a working committee to produce a promotional videofor the
Fashion Night
The Clip to include cat-walk of the models
See attached separated document
TACTIC 3. PROMOTIONAL VIDEOINTERNATIONAL FASHION NIGHT ADS
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Overview
Advertise International
Fashion Night on Facebook
Use social networking language: short, straightforward
See attached separated document
TACTIC 4: FACEBOOK EVENTINTERNATIONAL FASHION NIGHT ADS
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Overview
Measure the success of the International Fashion
Night by conducting survey with attendees Use data as reference
point for future events
See attached separated document
TACTIC 5: PAPER SURVEYINTERNATIONAL FASHION NIGHT FEEDBACK
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8. ACTION PLAN:A. PRESS RELEASES
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Nov 1First draft of the press releases
Nov 8 Approval from the Publicity Committee
Nov 15 Last minute update & Final Editing
Nov 23 Final Press Release Ready
Jan 13 Event Day
Jan 17 Post Event Press Release
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8. ACTION PLAN:B. POSTER
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Nov 1Appoint the art designer/director(Budget $ 50)
Design Theme for Poster & Logo
Nov 12 Photo Shoot for Posters(Budget: $90)
Nov 18 Poster Design Review w/designer
Nov 21 Approval from the PublicityCommittee & Project
Manager
Nov 24 Final Version to be distributedthroughout the campus
Jan 13 Event Day
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8. ACTION PLAN:C. VIDEO CLIP
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Nov 1Appoint PhotographerAppoint Actors/Actresses
Nov 8 Approval of Script from the PublicityCommittee and Project
Manager
Nov 15 Video Shoot Rehearsal w/ Actors/Actresses
Nov 20 Video Shoot w/ Actors/Actresses
Nov 23 Final Video Editing
Jan 3 Video Clip Release to Public
Jan 13 Event Day
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8. ACTION PLAN:D. FACEBOOK EVENT PAGE
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Nov 8 First Draft of Event Announcement
Nov 15 Approval of Draft from the Publicity Committee and
Project Manager
Winter Break
January 4th
Event Availableto Public onFacebook
Send Invitationsto the members
Jan 13 Event Day
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8. ACTION PLAN:E. SURVEY
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Nov 18 Research Survey best practices First Draft of Survey
Form
Nov 21 Approval of Draft from the PublicityCommittee and Project
Manager
Nov 22 Final Edit of Survey Form
Jan 12 Printing of Survey Form
Jan 13 Event Day: Request guests tofill in the Survey Form
Jan 14 Survey Data Collection &Data Analysis
Jan 21 Survey Data
& Analysis toOfficers
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Evaluation of effectiveness of campaign1. Positive Public
Response
Post Event Survey & Data Analysis
Facebook comments
2. Positive Media Coverage
Spectator article
3. IC Membership Application
4. Increase/Decrease in IC meeting Attendees
9. MEASUREMENT
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NovemberDecember
Janauray
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American Next Top Model. CWTV. 15 November 2010. Web.
Dilshad, Tabish. Personal Interview. 13 November 2010.
Survey Monkey. 21 November 2010. Web.
The International Club Constitution. Seattle University.
February2010. Text.
Vanity Fair Magazine.10 November 2010. Web.
10. REFERENCES
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Hoa DoInternational Club President
[email protected]
FOR MORE INFORMATION
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mailto:[email protected]:[email protected]:[email protected]
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FACEBOOK EVENT PAGE
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Purpose: To advertise the International Fashion Night and at the
same time recruit volunteers
Details: Use short languages and a picture of the model to
attract people
Time: Thursday, January 13th at 6:00 pm to 10:00 pm
Location: Student Center 160Seattle University
901 12th AvenueSeattle, WA 98122-1090
Created by: The International Club
More info: What to do on Thursday night? Want to forget about
first school assignments and pressures from work?
Mark Your Calendars!The International Club is hosting a stylish
and entertaining fashion show
-Come to see your classmates or friends walking as professional
models in their traditional clothes- Taste delicious and exotic
dishes from all over the world- Stay for after party dancing with
the show organizers and your favorite
Dj(TBD).***********************************Only for
$6**********************************
Purchase tickets at the SU International Student Center,
Pavilion 160, Seattle University or at the doors.Interested in
volunteering? Contact TabishDilshad: [email protected] more
information: Hoa Do: [email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]
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I. Main Focus
1. Convey IC brand messages
1. Cultural heritage
2. Diversity
3. Young and energetic
2. High quality and professionalism->
i. Ask for profess ional graphic des igner and photographer
ii. Will ing to pay for high qual ity printing
iii. Different looking than other clubs posters
3. Involvement of students-> word of mouths
II. How to execute the ideas
Posters composed of pictures of students models wearing their
traditional dresses -> emphasize on both traditional and modern
aspectsof the IC
More personal messages: people will recognize the models as
their friends, or somebody they have seen around campus -> will
be morecurious about the show-> ask ques tions and talk about
the show
Ask for help from students-> more students will know about
the event and they will tell their friends to attend s ince they
designed theposter
Student with experience and skills with graphic design->
looking for students from the Fine Arts department
Work closely with both a graphic designer and a photographer to
ensure the requirements
See attached first draft of the poster
INTERNATIONAL FASHION NIGHT POSTER
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mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]
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I. Focus and Main Ideas1. Illustrate that the show is by
students and for students
2. Overall picture of the preparation for the show: all
committees engage in the preparation
II. How to execute main ideas
- Preparation of the whole show
- The video will be in 3 parts
Part 1: Meeting of committees chairs to brainstorm ideas and
update each other on the process of the show
Part 2: Transition Picture from the photo-shoot for the poster
with high-speed musicPart 3: Final product of the preparation:
Models cat walking
II. Outline of The Video
PROMOTIONAL VIDEO
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Time Action Sound0-0.45 - Chairs of committee meetings
- Engage in the conversations
- Real sound of the meeting: people brainstorming ideas
- Beginning: nice slow music to introduce the show
- At the end: the sounds gradually vanishing
0.45-1.00 - Slide shows of the 10 best pictures from the
photo-shoots- With subtitles to introduce the International Fashion
Night
- Techno music: a song not that well -known in the US
-1.00-1.30 - Five models cat-walking
- First: focus on their faces
- Second: focus on their bodies
- Third: the whole group standing in line
- Fourth: MC of the show comes in and ask people to come to the
show
- First: Slower music
- Second: Faster Music
- Third: Music gradually disappear
MC talks Join IC on January 13th from 6pm at the Student
Center
160 for its first signature show- The International Fashion
Night
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]
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PaperSurveyI
nternationalFashionNi
ghtJanuary13,
2010
Howwouldyouidentifyyourselfbasedonthecategoriesbelow?(PleaseCheckOne)
FirstYear____
Sophomore____
Junior____
Senior____
Graduate____
Faculty/StaffMember_____
Other(OptionaltoSp
ecify):___________________
_
Howwouldyouidentifyyourselfbasedonthecategoriesbelow?(PleaseCheckOne)
InternationalStuden
t_____
DomesticStudent/
UnitedStatesNational____
Other(OptionaltoSpecify):________
____________
Howdidyoufindou
taboutInternationalFashio
nNight(CheckAllthatApply)
Facebook
____
Flyers_____
Email_
____
UniversityCalendar______
IS
C
Website______
AFriendToldMeAboutIt
_____
HeardAboutitataClubMeeting____
Oth
er
(Pleaselist)_
_____
WhydidyoudecidetoattendInternationalFashionNight(CheckAllthatApply)
InterestintheEvent____
InterestintheTopic
___
__
HaveFun_____
Be
WithFriends_____
InterestedinInternationalIssues_____
ToRela
x_____
ToLearn______
Other____
Pleaserate
theoverallqualityoftheeve
nt?(PleaseCheckOne)
Excellent____
G
ood
____
Average__
__
BelowAverage___
__
Poor_____
Howdid
thisprogram
impactyou?(Ch
eckAllthatApply)
Metnewpeople/madefriends_____
Enhancedyourcollegeexperience_____
Relievedstress______
Learnedsomethingnew___
___
Other_____
This
programhadnoimpactonme
______
Whichpartofthe
program
youenjoyedthem
ost?(CheckAllthatApply)
Fashion_________
Food
___________
Dancing_____________
WouldlikeInternation
alFashionNighttobecomeanannualevent?Yes_____
_
No______
PleaseFeelFreetoProvideAnyWrittenFeedbackontheBackofthisForm
PleaseRememb
erthatYourFeedbackHelp
sImproveICPrograms
PAPER SURVEYINTERNATIONAL FASHION NIGHT JANUARY 13, 2010
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8/4/2019 International Fashion Night
28/28
mailto:[email protected]:[email protected]
