Liot No Phase 1

Language Is Out There
Public Relations Campaign for The

Department of Foreign Languages and
Literatures
Developed by FusePR
Table Of Contents
Executive Summary...............................................................................4
Phase I: Research
Research Plan.........................................................................................6
Secondary Research............................................................................6
Primary Research................................................................................7
Situation Analysis...................................................................................8
Client Profile........................................................................................8
Communication Audit..........................................................................9
Issue Analysis....................................................................................11
Force Field Analysis...........................................................................12
Problem/Opportunity Statement..........................................................14
Works Cited..........................................................................................15
Phase II: Planning
Goals....................................................................................................16
Audiences.............................................................................................16
Primary:.............................................................................................16
Intervening:.......................................................................................20
Objectives............................................................................................20
Impact Objectives.............................................................................20
Action Strategies..................................................................................21
Administrative Restructuring.............................................................21
Appoint a Faculty Member to be Internship Coordinator...................21
Communication Strategies...................................................................22
Creative Concept...............................................................................22
Audience Current Department of Foreign Languages and Literatures
Majors...................................................................................................23
Message Strategies...........................................................................23
Messages..........................................................................................23
Media Strategies...............................................................................23
Tactics...............................................................................................24
Audience Current Department of Foreign Languages and Literatures
Minors...................................................................................................26
Messages..........................................................................................27
Tactics...............................................................................................27
Audience Colorado State University Underclassmen - Freshmen and
Sophomores Not Studying a Foreign Language....................................28
Developed by FusePR
Messages..........................................................................................28
Tactics...............................................................................................29
AudienceColorado High School Seniors.............................................29
Messages..........................................................................................30
Tactics...............................................................................................31
Audience Department of Foreign Languages and Literatures Faculty
.............................................................................................................32
Messages..........................................................................................32
Tactics...............................................................................................32
AudienceColorado State University Alumni.......................................33
Messages..........................................................................................33
Tactics...............................................................................................34
Works Cited..........................................................................................35
Phase III: Implementation
Phase IV: Evaluation
Output Evaluation:...............................................................................37
Outcome Evaluation.............................................................................39
Appendix
Background Survey..............................................................................40
Moderators Guide: Majors...................................................................42
Moderators Guide: Minors...................................................................43
Moderators Guide: Freshman/Undeclared...........................................44
Moderators Guide: Other Majors.........................................................45
Language Is Out There
Developed by FusePR
Executive Summary
FusePR combines electric and powerful strategic communication skills to drive
results tailored to every clients goal. Providing explosive plans sure to be successful,
we pride ourselves on the combination of public relations and marketing tools to
deliver impactful messaging sure to win over any audience. With FusePR, you can
expect a fire driven team at all times, who produce custom plans with measurable
results. Our personalized and responsive-service will not leave your organization
mediocre.
Currently, the Department of Foreign Languages and Literatures at Colorado
State University faces detrimental issues and concerns both internally and externally.
With an understaffed department, internal affairs are left incomplete, leading to
fragmented communication from faculty/staff to student. The gap in communication
has left students in the dark about the advantages and benefits the Department of
Foreign Languages and Literatures can offer students. Due to the cyclical affect of
fragmented communication, retaining majors in a foreign language has been
stagnant. Furthermore, a lack of exposure and funding has detrimentally hurt the
department. However, with FusePR a successful solution exists.
Over the course of a few months, FusePR has researched, designed, and
strategically come up with a custom plan intended to deliver impactful messages
with measurable results. In order to effectively implement the campaign plan,
however, first we need to address the internal issues occurring within the
department. Staff restructuring, hiring, and open communication will be immediately
addressed. Once those issues are solved, the Foreign Languages and Literatures
Department will be set up as an issues management based department, where issues
are addressed before they get out of control.
To fill the gaps in communication between department and student, FusePR
will launch a capturing and inspiring campaign. Spanning the whole campaign, Bob
the bilingual toucan will take Colorado State University students and surrounding
local high schools on an adventure around the globe, showing and teaching the
students about the countries taught by the department at CSU. This character will
engage the audience in all things fun and knowledgeable about studying a foreign
language. From culture integration and enhanced job opportunities, the Department
of Foreign Language and Literatures will gain student awareness about the courses
and benefits of learning and studying a foreign language. With an aim to increase
major retention, capturing the audience and informing them of the program is
essential.
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Beginning (insert calendar date), the campaign will launch and will last over a
course of 5 years. Building awareness among the CSU student body as well as
incoming and prospective high school students from surrounding local high schools,
the implementation of targeted tactics for each audience(s) will occur. Tactics include
a series of newsletters, press releases, brochures, revamping of the department
website, revamping of social media presence, partnerships with the Global Business
Network, events, and other campaign strategies to effectively target each audience
and address the concerns, issues, and needs of each audience. Results will be
derived from each tactic in hopes for increased awareness, positive attitude change,
and the increased numbers in enrolled majors. To achieve your goals, a specific
calendar has been planned to ensure deadlines are met. In addition, the budget
totals (insert number) for each year, leaving plenty of room for growth and
expansion!
The Department of Foreign Languages and Literatures needs to proactively
address the issues, needs, and concerns the department is facing. Teaming up with
FusePR will ensure goals to be met, a creative and capturing campaign plan designed
specifically to target audience(s), and measurable results. Implementing new faculty
structure and open communication is the foundation to launching a successful
campaign. Our personalized and responsive-service will guarantee a successful
transition within the department in order to effectively retain more majors as the
years progress. Several specific tactics have been thought out and will reach the
audience(s) intended. In five years, at the end of this campaign, major retention will
increase. While growth and stability take time, let FusePR fill in the gaps to make for
an electric and powerful outcome!
Phase II: Planning
Developed by FusePR
Goals
To increase awareness in the Colorado State University student body about

the Department of Foreign Languages and Literatures
To increase enrollment of Department of Foreign Languages and Literatures

majors
To increase the retention rate of Department of Foreign Languages and

Literatures majors
Audiences
Primary:
Current Department of Foreign Languages and Literatures
Majors:
Description:
According to the Department of Foreign Languages and Literatures factsheet,
the majors that are offered within CSUs foreign language department are Spanish,
French, and German. Altogether the number of students who have declared their
major in either of those languages total to about 240, out of the 22,000
undergraduate students. There are currently 167 Spanish majors, 36 French majors,
and 34 German majors. The research shows that women make up the bulk of this
department with 71% of the students being female and the other 29% being male.
Based on the conducted focus groups, primary concerns from participants in
this audience felt that there is too much dissonance between DARS and graduation
requirements, some of the departments advisors are not helpful, and concrete study
materials should be given as opposed to just readings on RamCT. The participants felt
frustration regarding the fact that faculty has not helped them get internships, the
grading system is too subjective, and there is noticeable inconsistency between
professors and their expectations. Responses from the initial focus group background
survey indicate that majors generally use Colostate.edu as the main source for
accessing information about the universitys academic program.
Rationale:
FusePR decided to make the students already majoring in the foreign
language department as part of the primary audience target group to make sure they
stay within that major until they graduate. By targeting this audience, it will promote
a steady report of foreign language majors. If the retention rate is addressed, there
will be a sturdy foundation, which will allow room for increased student enrolment
within the foreign language majors.
Current Department of Foreign Languages and Literatures

Minors
Description:
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The Department of Foreign Languages and Literatures undergraduate website

states that there are eight language minors offered, as well as two additional courses
offered in American sign language and Latin. The eight minors include Arabic,
Chinese, French, German, Italian, Japanese, Russian, and Spanish. From the Spring
2014 Census, there are 22 Arabic minors, 24 Chinese minors, 66 French minors, 36
German minors, 5 Italian minors, 33 Japanese minors, 3 Russian minors, and 442
Spanish minors. According to the curriculum for the Department of Foreign
Languages and Literatures, there are only nine additional credits that differentiate a
major from a minor.
Based on the conducted focus groups, primary concerns from participants in
this audience felt that a minor would open up more job opportunities, majoring was
not a necessity, there is more work to major in a language, and they believed one of
the main career outcomes of majoring in foreign language is becoming a teacher,
which they were not interested in. Responses from the initial focus group background
survey indicate that minors generally use Colostate.edu and The Collegian as main
sources for accessing information about the universitys academic program. They
also specified that their preferred social media outlets include: Facebook and
Instagram.
Rationale:
FusePR decided to make the current foreign language minors as a primary
audience to target students who are interested in furthering their linguistic
education, and to urge them to consider the major. By highlighting the benefits of a
foreign language major versus a minor, and emphasizing the little difference in credit
hours, more students will chose to major in the department rather than just minoring.
With the increase in student majors, more funds and resources will be available,
generating a flux of foreign language interests.
Sources: "Colorado State University-Facts and Figures/Department of Foreign
Languages and Literature Factsheet
Colorado State University Underclassmen - Freshmen and

Sophomores Not Studying a Foreign Language
Description:
According to the colostate.edu Facts and Figures webpage, there are
currently 22,000 undergraduate students out of a total enrollment of about 30,000
students. Roughly 49% of undergraduate students are male and the other 51% are
female. Nearly 79% of the undergraduate student population is comprised of
Colorado residents. Of those totals, entering freshmen consist of about 4,350
students. Therefore, several opportunities exist to increase awareness among these
undergraduate students about the curriculum offered by the Department of Foreign
Languages and Literatures.
Based on the conducted focus groups, major concerns from participants in this
audience felt as if the foreign language classes do not fit in their schedules, they are
not aware of the benefits of foreign language, they struggled with language courses
in high school, and foreign language is both difficult and intimidating. Based on
media use habits research from pewresearch.org, 95% of college students use
Facebook, 80% use Twitter, 48% use Pinterest, 29% use Tumblr, and 73% use
Instagram.
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Rationale:
FusePR chose CSU underclassmen as one of the primary audiences to target
students who could decide to major in a foreign language before they continue their
education at CSU. Increasing awareness at an early stage will allow for the
department, advisors, parents, and others to strongly influence undergraduates to
major in a foreign language, and inform them about the job advantages of majoring
in a foreign language. As a result of the increased awareness among undergraduate
students, the Foreign Language Department will begin to see an increase in major
enrollment as well as a stronger retention of majors.
Source: "Colorado State University- Facts and Figures
Colorado High School Seniors:

Description:
According to the Colorado School District, there are 337 public high schools in
Colorado made up of 388,852 males and 368,060 females. The ethnic breakdown is
divided into five different categories including:
White Students: 488,561
Hispanic Students: 191,763
Black Students: 44,063
American Indian-Alaskan Students: 8,977
Asian-Pacific Islander Students: 23,548
The Colorado School District also states that there are 398 private schools in the
state, with a total of 57,502 students12th graders make up for 2,250 of those
students. The ethnic breakdown is again divided into five different categories
including:
White Students: 34,227
Hispanic Students: 4,203
Black Students: 1,799
American Indian-Alaskan Students: 183
Asian-Pacific Islander Students: 1,146
Based on media use habit research from pewresearch.org, 73% of U.S. high
school student ages 16 to 18 access social media accounts on a regular basis.
Roughly 87% of U.S. high school students use Facebook, 66% use Instagram, 55%
use Twitter, 32% use Tumblr, and 42% use Pinterest.
Rationale:
It would be beneficial to target Colorado high school seniors because they are
prospective CSU freshmen. Increasing awareness about the Department of Foreign
Language and Literature to this demographic would be crucial for gaining potential
majors or minors. Approaching a newer and younger audience that the department
has not already targeted would increase chances of raising awareness and increasing
enrollment.
Source: "Colorado District and BOCES Web Sites"
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Department of Foreign Languages and Literatures Faculty

Description:
The faculty for the Department of Foreign Languages and Literatures is made
up of professors and instructors from 20 different countries. Fourteen of those faculty
members will be tenured track employees as of Spring 2015. Of tenured track faculty,
50% is female. In addition, there are 35 non-tenured track faculty and 90% of them
are female. There are also 12 graduate students who are teaching assistants within
the department, as well as two administrative assistants. There are all a dozen workstudy students.
Based on opinions from the initial client meeting, faculty is concerned that
recruiting minors into majors is a difficult process, there is no language requirement
in the CSU prerequisite curriculum, the department lacks funding, there is a lack of
visibility on campus, and the staff is overworked. Based on information obtained from
student focus groups, the faculty has a reputation of being disorganized and
inconsistent.
Rationale:
The Department of Foreign Languages and Literatures was chosen as a
primary target audience in hopes to inspire restructuring of the administrative layout.
It is essential to have a full and efficiently organized faculty within a department in
order to uphold maximum retention and functionality. The reorganization will allow for
the department to have more room to grow and discharge members of the faculty
that hold back quality advisement and education of students. Continuing with an
exhausted faculty will hurt retention of students in the future and the department will
not be able to educate and supply resources to its best ability, which will be
detrimental to the students studying within the department.
Source: "Undergraduate Program"
Colorado State University Alumni

Description:
FusePR searched Colorado State Universitys website for information about
alumni. According to alumni.colostate.edu, there are roughly 180,000 active CSU
alumni worldwide and the university has granted over 220,000 degrees since 1884.
Colleen Meyer is the executive director of The Alumni Association, which consists of
past members of the CSU community. The association has a record of making large
contributions to the university and proceeds from membership fees are considered
financial gifts. CSUs alumni website lists various events The Alumni Association
conducts, career information for graduates, and lists different methods for an
alumnus to volunteer time or donate funds to the university.
Rationale:
Targeting CSU alumni would be beneficial to the Department of Foreign
Languages and Literatures. It is common for majors from other departments to have
had a double-major or minor in a foreign language, which means reaching out to a
large number of alumni could result in increased donations. Because one of the
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Department of Foreign Languages and Literatures core issues is lack of funding, any
monetary donation could be greatly beneficial.
The Alumni Associations mission statement focuses on developing and
strengthening lifelong relationships between alumni and the university community,
which can be interpreted as anything from financial donations to dedicating time to
enhance current university efforts (alumni.colostate.edu). If persuaded correctly,
targeting CSU alumni could not only help collect more funding, but also aid in
promoting The Department of Foreign Languages and Literatures to Colorado State
University undergraduates.
Source: "Colorado State University Alumni Association."
Intervening:
Department of Foreign Languages and Literatures Faculty
Description:
See Department of Foreign Languages and Literatures Faculty in primary
audiences
Rationale:
The Department of Foreign Languages and Literatures was chosen as an
intervening target audience because the department has the resources to influence
primary target audiences. The Department of Foreign Languages and Literatures
controls the amount of effort that is put into the outreach to students. With the right
outreach techniques and the proper enforcement, the department will be able to
secure more majors and minors as well as influence those students to uphold their
study within the department. Without this, the department will fail to grow, losing
current students and the interest of prospective students.
Source: "Undergraduate Program"
Objectives
Impact Objectives
To increase awareness about the Department of Foreign Languages and

Literatures curriculum and the specific course requirements in Colorado State
University foreign language majors, foreign language minors, undeclared
students, freshmen with other majors, and Colorado high school students by
20% by August 18, 2016.
To reach a 50% increase in awareness about the Department of Foreign

Languages and Literatures curriculum and the specific course requirements in
Colorado State University foreign language majors, foreign language minors,
undeclared students, freshmen with other majors, and Colorado high school
students by August 17, 2020.
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To increase enrollment of majors in the Department of Foreign Languages and

Literatures 15% by August 21, 2017.
To convert 30% of current minors to majors in the Department of Foreign

Languages and Literatures by August 21, 2017.
To increase awareness of prospective in-state students about the option to

major in a foreign language at CSU by 25% by August 21, 2017.
To ensure the Department of Foreign Languages and Literatures implements

administrative restructuring fully (100%) by August 17, 2020.
To increase willingness of Colorado State University alumni to donate funds to

the Department of Foreign Languages and Literatures by 1% by August 17,
2020.
Action Strategies
Administrative Restructuring
Currently, the Department of Foreign Languages and Literatures lacks effective and
efficient communication between faculty members teaching the language courses
offered at CSU, causing dysfunction for the department as a whole. In addition, the
department lacks staff members, hindering the productivity of the entire department.
To address these problems, FusePR suggests that the Department of Foreign
Languages and Literatures creates an internship coordinator position to be filled by a
faculty member, and a media relations internship to be filled by a student. These
added positions will increase the success of the department and moderate
communication between specific language courses to ensure coherent material is
being delivered to all audiences.
Appoint a Faculty Member to be Internship Coordinator

In order to address the need for an internship program, FusePR suggests that the
Department of Foreign Languages and Literatures appoint a faculty member to help
with the coordination and organization of student internships. This person will be the
sole contact for internship inquiries in order to reduce confusion and
miscommunication within the department.
Creating an internship coordinator position is the first step to solving the
departments problem of not having an internship program. Availability of internships
and guidance to find one is crucial to all audiences, and needs to be addressed in
order for FusePRs campaign to be successful. This position will allow students to
utilize the department in order to help them with internship needs and inquiries.
Create Internships Within the Department
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Currently there is no position for an internship within the department. FusePR

believes that it would be helpful to create one position within the department for
public relations or media relations interns.
The rationale behind creating an internship is that it will help the exhausted faculty
and will help the efforts in redesigning the department. The department lacks the
manpower that is essential to ensure that tasks to help the department will be seen
through. With the help of an intern many tasks can be completed that would
otherwise go unseen. This will not only help relieve the faculty of some of the weight
in redesigning but will also provide opportunities for students to get experience in
their field of study.
Partner with Global Business Network for Culture Fair

The Global Business Network (GBN) sponsors a Cultural Food Festival every year. GBN
is a College of Business club that facilitates understanding of businesses practices
globally and promotes cultural awareness and acceptance. The Cultural Food Festival
is held every year in late March. At the festival, GBN members set up booths with
food from different countries. Participants are encouraged to go from booth to booth
and listen to short speeches given by the GBN members about the food they will be
serving and different cultural practices from that country.
A partnership between the Department of Foreign Languages and Literatures and the
Global Business Network would be an extremely beneficial in reaching students in
and outside the department. This event would demonstrate the application of a
foreign language degree in different fields of study. This would also highlight the
cultural focus the department has, since many students are unaware that the
curriculum extends past language. The GBN could also benefit from the partnership
by gaining insight from professors in the foreign language department about other
cultural practices, foods, etc.
Communication Strategies
Creative Concept
FusePRs creative concept is to create a toucan mascot
named Bobby the Bilingual Toucan. The idea behind this
creative concept is to create a character to be the new face of
the Foreign Language Department. This character will promote
the benefits of being a student in the Foreign Languages and
Literatures Department as well as create a new path for
advertising strategies within the department. A toucan is fun,
exotic, colorful and unique, therefore, it is a great symbol to
represent a department that provides such a wide range of
cultural and language classes. In the default design, Bobby will
be standing on a globe, hand on his hip, diploma in hand with a
banner wrapped around the globe that states Language Is Out
There. The stance of the bird is not only visually appealing, but
shows power and conveys a message of pride that will be
related to receiving a diploma from the Foreign Language
Department.
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Audience Current Department of Foreign

Languages and Literatures Majors
Message Strategies
Description: FusePR recommends using messages that cater to current majors
and are created to help persuade them to continue with foreign language.
Informational strategies combined with two-sided logical arguments will be the most
beneficial. These strategies will be accompanied by the use of both logos and pathos
Logos will be presented in these messages to describe the rationality behind
continuing a foreign language, and will encompass the informational and logical
argument. Pathos will enlighten this audience about why staying in their current
major is the most beneficial choice for them. Specifically, a reward strategy will be
utilized to encourage major retention. The firm believes this will be the simplest and
most straightforward way to accomplish this impact objective.
Rationale: The vast majority of current foreign language majors at Colorado State
University are traditionally-aged students, which means they are Millennials. There
are various stereotypes that describe Millennials as being sufferers of generational
apathy (Neundorf and Smets 2014). Therefore, the firm believes this message will
inspire current majors to be different. Logos is used in this message to support the
messages reasoning by to give it validity and credibility. The goal is for this audience
to realize that backing out of their foreign language major would be a mistake.
Source: Let the Millennials Grow Up
Messages
Why would you stop learning another language when you could have the
world in your hands?
Finish learning the language you started ...other millennials wont!
Media Strategies
Description: In order to reach as many current foreign language majors as
possible, FusePR has compiled a variety of tactics to be implemented through both
controlled and uncontrolled media strategies. More specifically, the firm suggests
using uncontrolled on-campus media strategies and controlled social media
strategies. Combining the two types of strategies will allow the Department of
Foreign Language and Literature to maximize its visibility and presence on campus.
The listed uncontrolled media strategies will be sent to various on-campus news
outlets and also delivered through the departments social media accounts. As for the
controlled strategies, they will be delivered during specific events throughout the
campaign.
Rationale: To ensure that these strategies reach a large amount of current foreign
language majors, the news releases and social media strategies will promote the
department while also maintaining its credibility. The controlled strategies (which are
the advertisements, brochures, and flyers), will delve into the departments budget,
but will undeniably improve its visibility and reputation because of how many people
they will reach. The firm suggests the department make partnerships and alliances
with specific organizations in the CSU community.
Source: "Social Media Statistics: How College Students Are Using Social Networking."
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Tactics
Coffee Sleeves at Sweet Sinsations, Morgans Grind, and Sweet
Temptations
Description: FusePR would like to market the Department of Foreign Languages
and Literatures at all three coffee shops on campus for fundraising benefits. In order
to do this, we will create coffee sleeves with specific information included: creative
concept, CSU Foreign Language and Literature website and social media links, as well
as a few fun facts about the department/courses/benefits. FusePR will give the coffee
shops this merchandise for free in order to get the message out.
Rationale: The reason FusePR believes this tactic will be successful and effective
is due to the popularity of these spots on campus. During our brainstorming session,
we decided to pair coffee, culture and countries together to display the globalization
coffee beans represents. With this representation, pairing the Foreign Language and
Literature Department and its course offerings up with the coffee shops would be an
excellent way to reach several audiences we want to target and relay specific
information to about the advantages of a language as a major, the excitement
culture offers, and the network knowing a language can create!
News Release for the Collegian, KCSU, CTV

Description: Individual news releases will be sent to on-campus media, which is
inclusive of The Collegian, KCSU, and CTV. Promoting the content from the news
releases to all three of these outlets gives the department multiple opportunities to
spread information about itself to the Colorado State University community through a
variety of mediums.
Rationale: The firm understands that in order to make the Department of Foreign
Language better known on campus, the media needs to be notified about the
changes being implemented. On-campus media are the primary news sources for
students and faculty alike when it comes to learning about Colorado State University.
Sending out news releases for each significant change in the department or event
involvement will make it so the Colorado State University community has full access
to this information. Writing separate news releases will ensure that specific dates and
content does not get grouped together if/when the media posts the information.
Informational Booths at Involvement Fair on the Plaza and

Study Abroad Fair
Description: The Department of Foreign Languages and Literatures will set up
informational booths at Colorado State Universitys Involvement Fair and Study
Abroad Fair. At these booths, students can ask questions about the department and
what it offers. This tactic will raise awareness by giving the department a presence at
the university-wide events.
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Rationale: This tactic would be beneficial to the department because it will give
the department exposure to current majors who have expressed an interest in

studying abroad. These informational booths will also give students the chance to ask
clarifying questions and gain more information which they may not have previously
had access to.
Informational Brochure
Description: The informational brochure will create a resource for students and
parents to refer to when seeking out information pertaining to the Department of
Foreign Languages and Literatures. This is a controlled tactic because it can be
placed at specific locations including the Lory Student Center and Study Abroad
Office. It can also be distributed around campus. A total of 8,000 brochures will be
made for distribution and sent out to prospective Colorado State University foreign
language majors. There will also be an online version of the brochure that can be sent
out via e-mail to current majors, minors, and undeclared students. Eight thousand is
an estimate of what will be distributed, but FusePR predicts that there are this many
freshmen students who enroll in the university every year.
Rationale: It has been deemed constructive to introduce an informational
brochure by FusePR because this is an added outlet that students and parents can
turn to for more information. Creating an abundance of parallel information ensures
that anyone and everyone who wishes to learn more about the Department of
Foreign Languages and Literatures can do so with ease. This tactic brings more
awareness to the department as well as easier access to information that will entice
inquiring students to pursue a future in getting a foreign language degree. It will also
solidify and reconfirm the decision of current students who have already decided to
major in the department. This is because it will act as a reminder to students about
all of the benefits of being culturally knowledgeable and bilingual.
Source: Colorado State University. Facts and Figures
Revamp and Expand Social Media Presence on Facebook and

Twitter
Description: The department definitely has a social media presence across

Facebook, Twitter, and Tumblr, but the content displayed and the frequency of posts
show the departments inefficient use of these tools to boost major retention. In order
to take advantage of these social media tools for all audiences, a revamping of both
Facebook and Twitter will be most beneficial based on our audiences social media
habits. In order to capture the audiences attention, new graphics, better posts
(relative, current, specific, fun, etc.), and the frequency of posts will be established as
a continual routine.
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Rationale: FusePR believes we need to revamp the social media sites of the
Foreign Language and Literature Department because these outlets serve the
majority of the audiences main methods of receiving information/news. Since we
want to gain more majors, convert minors to majors, and keep current majors in the
department, enhancing social media presence is key. Social media is a powerful tool
to relay information, engage in communication, create movements, and maintain
excitement. Meeting the departments target audiences and other audiences through
the medium of social media will not only engage students but also boost major
retention for the department!
Source: "Social Media Statistics: How College Students Are Using Social Networking"
Revamp Department Website
Description: Though the website for the Foreign Language Department is

functional, it does not provide enough information for prospective students, current
students, and parents at Colorado State University in a navigable way. The website
displays outdated curriculum information as well as a links to current news and
events, which are seldom updated. Also, sparse listings of information on labs and
who to contact to receive access to resources provided by the department currently
exist. FusePRs idea is to create a visually appealing, easily navigated site that will
provide information to students and parents about the programs and resources
provided within the department.
Rationale: FusePR believes that the site lacks the informational purpose that a
department website should have. The Foreign Language and Literature Department
website is one of the main outlets for parents, prospective students, and current
students to receive information about courses provided. Therefore, it is essential to
have a fully functioning, visually appealing site that provides as much information
about the department as possible. The remaking of the website will not only ensure
that students and parents have the information that they need, but will also provide
an easier way for current students to have links to the requirements and resources
needed for their majors.
Promotional Stickers at Club Bake Sale
Description: There are weekly bake sales hosted by various foreign language
clubs for fundraising. FusePR would like to design and print stickers to be pasted to
the plastic wrap or bag in which cookies/brownies/muffins are contained. When
someone purchases a baked good, they will see the informative sticker on the
packaging. The stickers will include the departments name, location, and one of the
messages listed above.
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Rationale: Although the Department of Foreign Languages and Literatures does
not have direct control over foreign language club bake sales, it does have a heavy
influence and can easily promote recruitment of new majors by creatively marketing
itself on the baked goods. This makes it so that anyone who purchases food from
these sales will be exposed to information about the department. The sleeves being
added to beverages at the coffee shops are a simple and fairly cheap way to market
the department. Listing the url to the departments website will hopefully promote
more website hits, which in turn could result in potential major recruitment or
retention of existing majors. Placing the toucan on the sleeves with a message also
helps market the department and brand it by giving it a sense of identity. This symbol
will make the department more easily identifiable to the Colorado State University
community.
Audience Current Department of Foreign

Languages and Literatures Minors
Message Strategies
Description: FusePR recommends using logical messages that will capture the
attention of current minors quickly and efficiently. The messages will use one-sided
logical arguments to educate the audience on the importance of declaring
International Studies as a major.
Rationale: This strategy targets minors quickly, efficiently, and sparks interest in
students to investigate the easy option of majoring in International Studies rather
than minoring. The chosen messages will present the facts; therefore using logos as a
message strategy is fitting. The argument is one-sided because FusePR will present
the messages in a way that only present one solution.
Messages
Declaring a foreign language major only takes nine more credits!

Why have one major when you can have two?
Like sugar is to coffee, a foreign language is the sweetener to success!
Media Strategies
Description: In order to target as many current minors in the Foreign Language
and Literature Department as possible, FusePR is combining several media strategies
to convey messages appropriately. In order to control how the message is conveyed,
the use of print media, mass media, and social media strategies will enhance the
understanding of the department as well as provide easily accessible information for
the audience to access. These media strategies are uncontrolled.
Rationale: FusePR chose these forms of media strategies based on research

gathered prior to the development of tactics. The majority of college students get
their information from social media and campus and local news; therefore these
strategies are the most logical. Uncontrolled tactics have a low cost and are more
credible then controlled media strategies.
Developed by FusePR
17
Tactics
Temptations
For description and rationale: refer to Audience---Current Majors

Informational booths at Involvement Fair on the Plaza and

Study Abroad Fair
Create Informational Brochure


Twitter
Promotional Stickers at Club Bake Sales

Audience Colorado State University

Underclassmen - Freshmen and Sophomores
Not Studying a Foreign Language
Message Strategies
Description: FusePR recommends focusing on the use of informational and
emotional message strategies to best influence this specific target audience. The
logical messages would involve the use of logos to provide underclassmen with a
one-sided argument for declaring a foreign language major. That argument is the
positive impact of foreign language on career endeavors and overall future success.
Pathos would be used to emotionally persuade students that declaring a foreign
language major would give them a sense of accomplishment and self-fulfillment. A
reward strategy will be utilized with the intention to showcase the benefits and
rewards of declaring a foreign language major. The combination of these two
strategies would be the most effective in achieving the firms impact objectives.
Rationale: These strategies were chosen on the basis of and effectiveness. CSU
underclassmen are both logical thinkers and emotionally driven, always seeking the
opportunities that would lead to the betterment of their future. For this reason, the
firm has deemed a logical one-sided argument (logos) and reward strategy (pathos)
the most effective ways to influence this audiences opinions. However, the firm also
believes the messages need to be relatable to the audience in such a way that it will
Developed by FusePR
18
be able to resonate in their minds through all the other information and distractions
they face every day. With careful consideration of message choices, the firm has the
opportunity to increase underclassmen declaration of majors within the Department
of Foreign Languages and Literatures.
Messages
Foreign language opens up a world of opportunities.

Enhance your study abroad experience. Major in a foreign language.
Stand out amongst your peers while also boosting your resume. Major in a
foreign language.
Like sugar is to coffee, a foreign language is the sweetener to success.
Media Strategies
Description: In order to effectively communicate with current underclassmen at
CSU, the firm has compiled a list of media strategies to relate to their current
interests and media use habits. This includes a variety of controlled and uncontrolled
tactics, as well as targeting multiple media platforms. The controlled tactics will
consist of several face-to-face techniques through proposed events, social media
management, and paid advertising. The firm will also take advantage of student
media resources through the Collegian, CTV, and KCSU.
Rationale: The media strategies for this audience were chosen on the basis of
convenience and effectiveness. Each of the strategies must provide for easy access
by underclassmen, with most being on-campus. The media vehicles chosen align with
preferred media of the audience, meaning they will be more inclined to access the
information. Tactics will also be tailored to the interests of underclassmen. The
proposed tactics will also build upon those the department is already using, such as
social media and club bake sales. This combination maintains credibility with the use
of uncontrolled tactics and face-to-face strategies. These strategies, and the tactics
they coincide with, have the ability to draw a large majority of the target audience
and increase positive attitudes towards the Department of Foreign Languages and
Literatures.
Tactics
Temptations

Informational booths at Involvement Fair on the Plaza and

Study Abroad Fair

For description: refer to Audience---Current Majors
Rationale: These brochures will not only be distributed around campus, but
specifically in each dorm at CSU and in each dining hall. Presenting this tactic where
Developed by FusePR
19
there is the largest population of CSU underclassmen increases their exposure to the
messages FusePR created.

Twitter

Promotional Stickers at Club Bake Sales

AudienceColorado High School Seniors

Message Strategies
Description: FusePRs message for Colorado High School seniors will use a onesided logical argument. The one-sided argument is meant to present the audience
with information that sparks their interest in declaring foreign languages major at
Colorado State University.
Rationale: A logical one-sided argument is the most effective message strategy to

use for this audience, because it presents them with information they may have not
been previously exposed to. This audience has not had contact with the Department
of Foreign Languages and Literatures prior to this campaign; therefor a two-sided
argument is not relevant. Presenting the facts to Colorado high school seniors is the
first step towards affecting their behavior.
Messages
Keep an open mind to foreign language.

Stand out amongst your peers while also boosting your resume. Major in a
foreign language.
Media Strategies
Description: For FusePRs messages to reach high school seniors, a variety of
media strategies will be applied. FusePR will use print media, social media and
traditional media. These message strategies are controlled; some use face-to-face
strategy and some do not.
Rationale: Colorado high school seniors are a unique audience to target because
they are not exposed to the CSU campus. It takes more thought and effort to reach
them with FusePRs identified messages and that is why traditional media, and online
media will be used. FusePR is using social media as a controlled tactic, because our
research shows that Colorado High School seniors obtain most of their information
from Facebook and Twitter. FusePR will also use a controlled face-to-face strategy
specific to this audience because it holds the most credibility and chance for impact.
Developed by FusePR
20
Tactics
Newsletter
Description: Many of our target audiences are interested in knowing what is
happening in the foreign language department on a regular basis. The use of a
newsletter could inform those interested about events that are occurring or have
occurred, faculty or student highlights, notifications of department changes, and
important dates. It would be a quarterly newsletter that would be sent via email, with
also the possibility of being posted to the department website. This would be a
controlled tactic because the department would determine when and to whom the
information is being sent. However, because it will be produced online, there will be
no extra physical cost imposed on the budget.
Rationale: Considering the fact that one of the most effective avenues for
communication nowadays is email, the proposal of a newsletter to be sent via this
avenue has the potential to reach a great majority of the target audiences. The
newsletter would also act as a quick reference to potential students, parents, and
alumni for important dates (i.e. registration, informational meetings, etc.) and
reminders. The fact that it is quarterly will make sure that the tactic is not
overbearing, but will be used often enough the keep the department in the minds of
the audiences. This would be sent out to those not yet involved in the department
and would therefore help to sway positive opinions towards declaring a major within
the department. There is also the possibility of student opinion areas within the
newsletter, detailing why declaring a foreign language major is so important.
Because only four will be produced a year, this does not add a heavy burden to the
Department of Foreign Language and Literatures already demanding workload.
Language Day in Late October

Description: Hosted by the Foreign Language and Literature Department,
students from surrounding high schools are brought to CSU campus to engage in
activities around campus and throughout the fair. Prospective students visit booths
manned by club officers and faculty, and learn about culture while able to ask
questions about course programs, study abroad opportunities, clubs, and career
options. In addition, prospective students sit in classes of the language department
and enjoy lunch on the staff!
Rationale: Based on past Language Days, connecting with prospective students

and promoting community within the Foreign Languages and Literatures Department
is and will continue to make strides in major retention. This tactic is key and
necessary to reach the audience and promote excitement by experiencing campus
while also influencing critical career decisions for their future. Bringing them to
campus in a face-to-face setting is the simplest yet most credible/beneficial way to
communicate with this audience and control the messages received. Therefore, in
order to increase major retention, connecting and offering a sense of community to
prospective students is key and Language Day does just that!


Twitter
Developed by FusePR
21
Audience Department of Foreign Languages

and Literatures Faculty
Message Strategies
Description: In order to set an appropriate tone with the Department of Foreign
Languages and Literatures staff regarding administrative restricting, FusePR is
utilizing a logical two-sided argument message strategy.
Rationale: A logical two-sided argument is the best message strategy for this
particular audience, because it is important to acknowledged the positive
contributions currently being made by the Department of Foreign Languages and
Literatures, but it is critical to make suggestions for improvement. The argument will
provide this audience with research and hard facts to support the stated messages,
but FusePR must ensure that both sides of the argument are understood and
acknowledged.
Messages
Perfecting administrative organization within the Department of Foreign

Languages and Literatures will improve major retention.
Having an open mind towards change within the Department of Foreign
Languages and Literatures will open new doors to success for both the faculty
and students.
Media Strategies
Description: FusePR agreed that media strategies are crucial for this audience
because the administration needs to have the most accurate and updated
information in order to translate over to suggested tactics. FusePR will utilize a
controlled, face-to-face strategy in order to ensure this.
Rationale: A controlled face-to-face strategy for this particular audience is the

most effective because it is direct, credible and the most trusted form of
communication. Face-to-face communication eliminated the possibility of wording
and tone being distorted through technology, and ensures that any questions, or
concerns can be directly addressed.
Tactics
Mandatory Administrative Meetings
Developed by FusePR
22
Description: In order to address the lack of communication within the
administration office, a mandatory meeting was mandated as essential to allow fluid

upward and downward communication among the employees. The meetings should
be held the first Monday of every month. These will be at a recurring time in the day
to get employees routine with the new addition. All staff members are to be held
accountable for the information relayed in such meetings for it is key to maintain
effective communication.
Rationale: Administrative meetings are rationalized to improve upon the current

state of communication between the Department of Foreign Languages and
Literatures. This current problem generates frustration in students, which is a
problem that can be fixed with the administrative meeting solution. These meetings
will allow information to flow through less communicative channels, decreasing the
amount of wrong information, and increasing the overall awareness of what is going
on throughout the entire department.


Twitter

AudienceColorado State University Alumni

Message Strategies
Description: In order to effectively reach CSU Alumni with a specific message,

FusePR recommends using a reward strategy that utilizes pathos.
Rationale: CSU Alumni have the power to donate money to the Department of
Foreign Languages and Literatures, therefore using a message that brings up
emotions and suggests a reward is the most effective was to write the message. The
goal of this message strategy is to provoke a sense of gratitude among CSU alumni.
Messages
CSU helped you reach your potential, now you can give back and help the
Department of Foreign Languages and Literatures so it can continue to do the
same for others.
Media Strategies
Developed by FusePR
23
Description: To reach this audience with FusePRs targeted message, both
controlled and uncontrolled media strategies will be utilized. Both traditional and nontraditional media outlets will also be used, in efforts to reach this large and varied
audience.
Rationale: Uncontrolled strategies are cost efficient and credible, but controlled
strategies have the power to provoke emotion and willingness to give back to the
Department of Foreign Languages and Literatures. The age of CSU alumni varies, and
so do each individuals media use habits, therefore it is crucial to send FusePRs
message through both traditional and non-traditional media outlets. This will increase
CSU alumnis chance of exposure to the message.
Tactics
Newsletter
Description: A newsletter specific to CSU alumni will be sent via email from the
Department of Foreign Languages and Literatures. This will be similar to the
newsletter sent to previously stated audiences, but will include a section to directly
address CSU almni, showcase the strides being made by the students, identify the
resources still lacking within the department, and graciously ask for donations.
Rationale: Sending out a generic newsletter to CSU alumni would not be an

effective way of targeting that audience and sending FusePRs message. That is why
a slightly different newsletter with the details stated above needs to be sent
specifically to CSU alumni. This will improve the possibility of donations, and will give
CSU alumni the chance to respond to FusePRs message.


Twitter
Developed by FusePR
24
Works Cited
"Colorado District and BOCES Web Sites." Colorado Department of Education Home
Page. N.p., n.d. Web. 06 Nov. 2014.
"Colorado State University Alumni Association." About Us. N.p., n.d. Web. 06 Nov.
2014.
"Colorado State University." Facts and Figures -. Institutional Research, 1 Aug. 2014.
Web. 6 Nov. 2014.
Department of Foreign Languages and Literatures Factsheet. N.d.
Neundorf, Anja, and Kaat Smets. "Let the Millennials Grow up (the Apathetic Youth,
and Other Myths)." Washington Post. The Washington Post, 19 May 2014.
Web. 17 Nov. 2014.
"Undergraduate Program." Foreign Languages Literatures Undergraduate Program
Comments. N.p., n.d. Web. 06 Nov. 2014.
Viner, Steve. "Social Media Statistics: How College Students Are Using Social
Networking." Study Breaks College Media. N.p., 7 Feb. 2014. Web. 12 Oct.
2014.
Developed by FusePR
25
Phase III: Implementation
Developed by FusePR
26
Phase IV: Evaluation

Output Evaluation:
Coffee Sleeves
Count the number of boxes of coffee sleeves distributed at the three coffee
shops on campus during the promotional month in which we sponsor
Measure the amount of website clicks generated from the url printed on the
coffee sleeves from the host site
Measure the amount of Facebook likes generated from the url printed on the
coffee sleeves through Facebook Analytics
News Release
Count number of stories printed through the Collegian based on the news
release
Count number of stories printed through The Coloradoan based on the news
release
Obtain the number of listeners during the KCSU broadcast of the news release
content
Obtain the number of viewers during the CTV broadcast from the producer of
the news release content
Obtain the number of views of the CTV broadcast via Youtube containing the
news release content
Informational Booths
Measure the number

Involvement Fair
Measure the number
Abroad Fair
Count the number of
a clicker
Count the number of
a clicker
of brochures distributed from the booths at the

of brochures distributed from the booths at the Study
people who visit the booths at the Involvement Fair with
people who visit the booths at the Study Abroad Fair with
Informational Brochure
Count of the number of brochures dispersed based on inventory checks by

specific distribution sites
Count total amount of inventory distributed throughout each event/tactic
Social Media
Count number of monthly likes on Facebook page through Facebook Analytics
Developed by FusePR
27
Count increased number of Twitter followers through Twitter Analytics
Revamp of Dept. Website
Measure the number of click to the website through the host sites analytics
Measure the number of clicks to each page on the website through the host
sites analytics
Stickers at Bake Sales
Count the number of stickers distributed at each bake sale during the school
year
Measure the amount of website clicks generated from the url printed on the
stickers from the host site
Measure the amount of Facebook likes generated from the url printed on the
stickers through Facebook Analytics
Newsletters
Measure number of clicks to external website links from the emailed

newsletters through the host sites analytics
Measure number of clicks to the Facebook page from the emailed newsletters
through Facebook analytics
Count the number of email addresses the newsletters are sent to
Administrative Meetings
Count the number of faculty attendees at each monthly mandatory meeting

Count the number of responses to post-meeting evaluation surveys
Language Day In October
Count the number of attendees to Language Day based on RSVPs from

individual high schools
Count the number of meals distributed to high school participants during
Language Day
Administrative Restructuring
Count the number of newly hired staff for each position

Count the number of internship slots filled per semester over the course of the
five-year time period of this campaign
Measure student reviews of satisfaction levels of faculty members from
evaluation forms (i.e. attach additional survey with extra questions)
Appoint Faculty Member to be Internship Coordinator
Count number of students who schedule advising meetings with the internship
coordinator each semester
Count the number of internships granted each semester by the internship
coordinator
Create Internships within the Department
Count the number of applicants per academic year for in-department

internships
Count the number of interns who successfully receive credit for interning with
the department per semester
Developed by FusePR
28
Partner with Global Business Network
Measure the number of brochures distributed from the booths at the Culture
Fair
Measure the amount of visits to the booths at the Culture Fair with a clicker
Outcome Evaluation
Impact Objective: To increase awareness about curriculum in Colorado State
University student body by 20% by August 18, 2016.
Outcome Measure:
Conduct a pre and post evaluation survey through simple random sampling
using the survey distributed at the pre-campaign focus groups.
o See appendix for evaluation survey
Calculate the % change of increased positive awareness among the Colorado
State University student body from the survey listed above by August 18,
2016.
Impact Objective: To reach a 50% increase awareness of the FLL Department
by the Colorado State University student body by August 17, 2020. (INSERT
DESCRIPTION PARAGRAPH)
Outcome Measures:
Conduct a pre and post evaluation survey through simple random sampling
using the survey distributed at the pre-campaign focus groups.
o See appendix for evaluation survey
Calculate the % change of increased positive awareness among the Colorado
State University student body from the survey listed above by August 17,
2020.
Impact Objective: To increase enrollment 15% by August 21, 2017.
Outcome Measures:
Calculate the change in enrollment numbers from the start of the campaign to
the end of the campaign.
Calculate the total % change of enrollment by August 21, 2017.
Impact Objective: To convert 30% of current minors to majors by August 21,
2017
Outcome Measures:
Count the number of minors who converted to majors from the beginning of
the campaign to August 21, 2017.
Calculate the % change of conversion from minors to majors by August 21,
2017.
Developed by FusePR
29
Appendix
Background Survey
1. What year in school are you? (Please circle one)
1st year
(Freshman) 2nd year (Sophomore) 3rd year

(Junior)
4+ years
(Senior)
2. What is your age? ______________________________________________

3. What is your gender? __________________________________________
4. What is your country of origin? ______________________________
5. What is/are your major(s)?
______________________________________________________________________________________
___________________
6. If applicable, what is/are your minor(s)?
______________________________________________________________________________________
___________________
7. What clubs have you participated in?
______________________________________________________________________________________
______________________________________________________________________________________
______________________________________
8. Have you studied abroad?
Yes
No
If Yes, where? __________________________________________

If No, please answer the next question.
9. On a scale of 1 (not interested) to 5 (very interested), how interested are you in
studying abroad?
1
10. Have you or are you currently doing an internship?
Yes
No
If Yes, where? ___________________________________________
Developed by FusePR
30
If No, please answer the next question.

11. On a scale of 1 (not interested) to 5 (very interested), how interested are you in
having an internship before you graduate?
1
12. Which media outlets do you use to get information about the universitys
academic programs? (Please circle all that apply)
The Collegian
The Coloradoan
KCSU
College Avenue
CTV
CSU
Colostate.edu
Posters/Bulletins
Other (please indicate)

________________________________________________________________________
Social Media (please indicate)
_____________________________________________________________________
Developed by FusePR
31
Moderators Guide: Majors

Introduction:
Welcome the group and thank them for participating in the study.
We are in the process of creating a public relations campaign for the Foreign
Language and Literature Department. Our focus is to increase CSU student
awareness and interest in the majors offered.
Introduce the team (yourself, the note taker, the camera operator).
Please help yourself to the refreshments and food provided while you complete the
background questionnaire at your seat.
Background Rules:
Kindly respect another persons right to speak. There will be a variety of opinions on
the subject and all will be valued equally. It is important to refrain from interrupting
those who are talking.
You are encouraged to share your opinion as clearly and as concisely as possible.
We will be videotaping todays proceedings. If you have any objections to being on
film, please let us know. Your names will not be identified in our results.
Questions:
Why did you choose to major in foreign language?

As a major in foreign language, are you double majoring? If so, what is your
other major?
If you answered Yes to the question above, as a double major, what do you
know about primary and secondary majors?
How confident are you that your major in this department will help you get a
job post-graduation? Please elaborate.
What kind of employment opportunities were you looking to get postgraduation?
What benefits are there in learning a foreign language?
What kind of influence did your parents or any other legal guardian have
about your decision about your major/minor choices? Please explain.
Is learning about culture in your foreign language classes important to you?
If Yes, why?
If No, why not?
Do you feel like your needs are being met by the faculty in this department?
Explain.
Do you feel that your advisors will help you to obtain your goals?
What about an internship prior to graduation?
What resources do you have access to in the Dept. of Foreign Language?
12. What resources do you wish you had access to in the Dept. of Foreign
Language?
Ask note taker to read back key points**
Are there any other comments or concerns you would like to bring to our
attention?
Thank the group for their participation!
Developed by FusePR
32
Moderators Guide: Minors

Introduction:
Background Rules:
Questions:
Why did you choose to minor in foreign language?

As a minor in foreign language, why did you choose not to make it your major?
Why did you choose your current major as opposed to one in foreign
language?
How confident are you that your minor in this department will help you get a
job post-graduation? Please elaborate.
What kind of employment opportunity were you looking to get postgraduation?
What benefits are there in learning a foreign language?
What kind of influence did your parents or any other legal guardian have
about your decision about your major/minor choices? Please explain.
Is learning about culture in your foreign language classes important to you?
o If Yes, why?
o If No, why not?
Do you feel like your needs are being met by the faculty in this department?
Explain.
Do you feel that your advisors will help you reach your academic goals?
What about an internship prior to graduation?
What resources do you have access to in the Dept. of Foreign Language?
12. What resources do you wish you had access to in the Dept. of Foreign
Language?
**Ask note taker to read back key points**
13. Are there any other comments or concerns you would like to bring to our
attention?
Developed by FusePR
33
Moderators Guide: Freshman/Undeclared

Introduction:
Background Rules:
Questions:
What are/were your top three major considerations?

If you are already declared, what is your current major?
o Why did you choose this major?
o Do you have a minor? If so, why did you choose it?
What are/were your top three major considerations?
What drove your decision to major in one field of study over another?
Have you ever considered taken foreign language classes?
If you have taken foreign language classes at CSU, what was your impression?
If you have not taken a foreign language class at CSU, why havent you?
Why did you choose your current major as opposed to one in foreign
language?
Do you think a major in the Foreign Language and Literature Department
could help you get a job post-graduation? Why or why not?
Have you considered double majoring in your current major and a foreign
language?
What kind of employment opportunity are you looking to get post-graduation?
Do you see any benefits in learning a foreign language? Why or why not?
Did your parents or any other legal guardian influence your decision about
your major/minor choice? If so, how?
attention?
Developed by FusePR
34
Moderators Guide: Other Majors

Introduction:
Background Rules:
Questions:
What were your top three major considerations before you declared?
What drives your decision to major in one field of study over another?
Have you ever considered taken foreign language classes?
o If you have taken foreign language classes at CSU, what was your
impression?
o If you have not taken a foreign language class at CSU, why havent
you?
Do you think a major in the Foreign Language and Literature Department

could help you get a job post-graduation? Why or why not?
What do you consider to be downsides of majoring in foreign language?
What kind of employment opportunity are you looking to get post-graduation?
Do you see any benefits in learning a foreign language? Why or why not?
Did your parents or any other legal guardian influence your decision about
your major/minor choice?
If so, how?
attention?
Developed by FusePR
35

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Language Is Out There

Public Relations Campaign for The

Language Is Out There

Phase II: Planning

To increase awareness in the Colorado State University student body about

To increase enrollment of Department of Foreign Languages and Literatures

To increase the retention rate of Department of Foreign Languages and

Current Department of Foreign Languages and Literatures

The Department of Foreign Languages and Literatures undergraduate website

Colorado State University Underclassmen - Freshmen and

Colorado High School Seniors:

Department of Foreign Languages and Literatures Faculty

Colorado State University Alumni

To increase awareness about the Department of Foreign Languages and

To reach a 50% increase in awareness about the Department of Foreign

To increase enrollment of majors in the Department of Foreign Languages and

To convert 30% of current minors to majors in the Department of Foreign

To increase awareness of prospective in-state students about the option to

To ensure the Department of Foreign Languages and Literatures implements

To increase willingness of Colorado State University alumni to donate funds to

Appoint a Faculty Member to be Internship Coordinator

Create Internships Within the Department

Currently there is no position for an internship within the department. FusePR

Partner with Global Business Network for Culture Fair

Audience Current Department of Foreign

News Release for the Collegian, KCSU, CTV

Informational Booths at Involvement Fair on the Plaza and

the department exposure to current majors who have expressed an interest in

Rationale: It has been deemed constructive to introduce an informational

Source: Colorado State University. Facts and Figures

Revamp and Expand Social Media Presence on Facebook and

Description: The department definitely has a social media presence across

Revamp Department Website

Description: Though the website for the Foreign Language Department is

Promotional Stickers at Club Bake Sale

Rationale: Although the Department of Foreign Languages and Literatures does

Audience Current Department of Foreign

Declaring a foreign language major only takes nine more credits!

Rationale: FusePR chose these forms of media strategies based on research

News Release for the Collegian, KCSU, CTV

Informational booths at Involvement Fair on the Plaza and

Create Informational Brochure

Revamp and Expand Social Media Presence on Facebook and

Revamp Department Website

For description and rationale: refer to Audience---Current Majors

Promotional Stickers at Club Bake Sales

Audience Colorado State University

Foreign language opens up a world of opportunities.

News Release for the Collegian, KCSU, CTV

Informational booths at Involvement Fair on the Plaza and

Create Informational Brochure

Revamp and Expand Social Media Presence on Facebook and

Revamp Department Website

Promotional Stickers at Club Bake Sales

AudienceColorado High School Seniors

Rationale: A logical one-sided argument is the most effective message strategy to

Keep an open mind to foreign language.

Language Day in Late October

Rationale: Based on past Language Days, connecting with prospective students

Create Informational Brochure

Revamp and Expand Social Media Presence on Facebook and

Revamp Department Website