Programming Student Life Activities and

Revamping School Pride: Spring Fling

A Senior Capstone
submitted to the Faculty of the
Mass Communications Department
of
Delaware State University
In partial fulfillment of the
requirement for the degree
Bachelors of Communications

Presented By:
Caprice King

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Table of Contents

Letter of Transmittal...3
Executive Summary..4
Situation Analysis..6
Problems and Consequences.6
Goals..6
Audience Identification and Messages...7
Audience Objectives7
Strategies.7
Communication Tactics.7
Schedule..9
Budget.10
Press Release11
Advertisement.12

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Letter of Transmittal
As the Spirit and Traditions Director for Campus Activities Board, my purpose is to help
create an atmosphere where students can enjoy the campus in which they live in and help
them to make memories they will remember after their college career. The capstone topic I
have chosen is Programming Student Life Activities and Revamping Student Pride. This can be
done many ways but one of the biggest ways on many college campuses is through concerts.
Throughout the semester, I will help to plan a Spring Fling Concert exclusively for the students
of Delaware State University.
The purpose of this event is to give students an opportunity to enjoy a concert and get
them excited about their university after a long semester of hard work and stress. The event
will have students for opening acts, headlining opening acts, and a big headliner that will excite
most of the students a part of the Delaware State community. For students to love their school
and take pride in the university they attend, they must have activities and events that relieve
them from their everyday stresses of college courses, along with their jobs or any organizations
they are a part of.
The topic of Programming Student Life Activities and Revamping Student Pride was
chosen to get students excited about their university because it is so important to me. I have
made it my duty to serve this campus to make it a place where students are able to take pride
in the place they spend 4 years at, and it makes it much more exciting when I can relate it to my
future profession. Many students do not enjoy the college campus they live on and I want to
help prevent this from happening as much as possible at Delaware State University. Planning
this concert will help me to gain experience in my field any time I may have to plan a large
event. I have the skills to execute the event and with my experience in PR this event will only be
enhanced.
Having events to promote student pride on campus does not only benefit students
attending the school, but allows prospective students to get excited about the university and
they will be more willing to attend the school. When someone from the outside looking in is
able to see how much Delaware State University students enjoy their school, they will want to
be a part of that community whether they are prospective students or not. This creates
popularity for the school and has a positive effect.
I am excited to serve the students of Delaware State University and I will plan a concert
they can enjoy and keep memories for long after their college career.

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Executive Summary
The Problem
I became aware of the problem of student pride long before it was time for this
capstone. After the first few months of being a freshman on campus, the pride did not seem
the same. While I believe school pride has improved over the past year, there is still room for
improvement. One of the biggest problems for planning this event will be the funds provided.
After planning many events for the fall semester with the Campus Activities Board budget,
there was not much money left for the spring semester. Working with this budget will be one of
the biggest problems when deciding on artists, staging, and production.
Program Goal
Planning this concert is one thing that can help students to be more appreciative of their
campus. Activities planned for college students are always so they can relieve stress from their
school work and have a college experience they will never forget. The purpose of the Spring
Fling is for students to take more pride in their university and be more appreciative. It is the last
big event for the school year being that event programming for the semester ends the day after
the concert. I know this one event will not help students pride overnight, but it is one of the
first steps to get students more excited about their university.
Target Audience and Audience Objectives
The primary audience is Delaware State University students only. Majority of the bigger
events are open to outsiders but no outsiders will be allowed for this event which means there
is no secondary audience. Student Government Association is a tertiary audience because they
are more known and have a larger student following than Campus Activities Board. I expect the
students from the primary audience who are excited about the event get other students
excited about the event. This will not only help the attendance of the concert but it will help the
ultimate goal of the campaign which is to revamp school pride. SGA is the tertiary audience and
I expect them to help promote the event through word of mouth and social media because
they have more followers throughout these sites.
Major Strategy
The main strategy is promoting the concert and connecting with students on a personal
level to get them excited for the event. When concert information is released at this university,
everything happens pretty fast. The lineup is released, the tickets go on sale days later, and the
concert usually follows within one or two weeks. The best strategy to get students to have
more school pride is to get them excited about the event before they even know who is
coming. Dropping hits on social media always get students excited for whats to come.

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Recommended Budget
The budget is currently smaller for the Spring Fling concert than what was expected
before the school year started. The budget will be spent on production, staging, custodial,
public safety, generator, electric, and artists. The total budget is $51,000.
Evaluation Plans
One of the best ways to evaluate an event like a concert is be looking at social media.
Many students voice how they feel about events through Twitter and Instagram. After the
concert, a survey will be released on social media relating to the concert and school pride. This
information will help to understand what can be improved for the years to come in order for
students to have a more enjoyable time.

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Situation Analysis
The pride students have for the school has not been consistent throughout the years I
have attended the university. Students pride has been higher in the beginning of the fall
semester but throughout the school year it seems to go down whether it be at sports games,
events, or on social media. The mission of Campus Activities Board is to enhance the spirit of
unity and cooperation among all the students at this university through the best possible
events, while maintaining higher educational, recreational, social and cultural standard of
excellence. While this has been done, it still has not reached its full potential. To revamp
school pride, you must begin with student leaders and upperclassmen. As a freshman, my class
and I were more excited about events when we saw upperclassman who were excited as well.
Concerts on campus are one of the many ways to get students excited about their school.

Problem and Consequences

Problem
The student body has not been consistent with their school pride and this could be in
part because there are not enough events for students to showcase their pride. After looking at
old videos and pictures from Delaware State University, students seemed to be more excited to
be here. Recreating that atmosphere is very important and will not only be done with a Concert
but with multiple events. The problem was discovered by observing students over the years I
have been at the university, researching past events, and talking to alumni who have graduated
who also feel like the school pride needs to be revamped.
Consequences
If the student pride is not revamped, student life on campus will not be as exciting and
students will become complacent with the lack of pride on campus. Students will need to get
more involved in student life and events in order for the pride to get where it needs to be.

Goals
The goal of the have the Spring Fling concert is to help revamp student pride through
programming activities. With the Spring Fling concert being one of the last big events, students
will be pleased with how their school year ended and be excited about coming back to school
throughout the summer. After most successful events, students leave the event thinking I love
my HBCU and this concert is capable of leaving this thought in the minds of students. After the
concert, my hope is that students pride will be present at the concert, into the next school year,
and for the years to come.

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Audience Identification and Messages

Student life in its entirety will be effected by the Spring Fling concert along with other
events. The students have to understand the importance these events play in creating a
community in which people are proud to be a part of. The treasurer of Campus Activities Board
plays a vital role in making everything happen and approving the funds for the event.
Outsourcing to book the artists is also a big part of the planning process. One of the biggest
influential groups on campus is Student Government Associated and they will be a big help
when promoting the event and getting students excited.

Audience Objectives
The audience is anticipated to promote the event through social media and word of
mouth. When people are excited about something, they like to share it with the world. The
students who are the most excited about the concert will tell other students and promote the
concert on their on social networks without needing anyone to ask them to do so.

Strategies
1. Talk to students about school pride
2. Have exciting events leading up to the Spring Fling concert
3. Use social media to get students excited about the event and start promoting the
concert before the artists information is released
4. Run the Spring Fling concert to ensure everything goes smoothly

Communication Tactics
There are many sources of communication that can be used for the Spring Fling concert
and revamping school pride. Three main ways communication will be used for this event is
posters around campus, social media, and word of mouth.

Posters are sufficient for the students who do not have any social networks. Posters
allow students to find out information about the event from every building on campus.
Social media is a good medium for communication because most college students are
on social networks all throughout the day. Even if students are not really paying

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attention to the promotion for the concert, they will be familiar with the concert after
seeing it multiple times throughout their newsfeeds.
Word of mouth is one of the best to communicate information throughout a college
campus. While giving information about the event and getting students exciting,
connections and relationships can be built which makes students more willing to
support you.

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Schedule
DATE

LOCATION

MEETING DISCUSSION

January 20th,
2015

CAB Office

Threw names around for possible lineups with

president and treasurer

February 2nd,
2015

Cab Office

Decided on names to bring up in meeting to find

more information on artists for pricing and dates

February 9th,
2015

N/A

Submitted proposal for Capstone

February 17th,
2015

Conference room

Presented artists to booking agent for pricing

March 3rd, 2015

CAB office

Found out pricing for artists, decided which artists

would be good for Spring Fling

April 1st, 2015

Conference room

Decided on artists for Spring Fling concert

April 6th, 2015

N/A

Locked in artists for Spring Fling concert

April 23rd, 2015

Memorial Hall Gym

Concert was supposed to take place but was

canceled

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Budget
PROJECTED BUDGET SHEET
Allocated Money
Projected Income

$51,000
$7, 1700 tickets

$11,900

Expenses:
Production

$12,000

Public Safety

$3,800

Custodial

$228

Rich Homie Quan

$35,000

Thraxx

$1,000

Electrical

$300

Generator

$600

DJ

$2,000

Total Expenses

$54,928

Profit (Net Loss)

$7,972

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Contact Caprice M King

FOR IMMEDIATE RELEASE

[Date]

Cell (267)-850-5289
Email Cmking12@students.desu.edu

RICH HOMIE QUAN TO PERFORM AT DSU SPRING FLING CONCERT

Dover, DE- April 13th, 2015- Campus Activities Board is proud to present Rich Homie Quan, Thraxxx,
and more in concert on April 23rd at Delaware State University. Doors open at 7pm, concert starts at
8pm. The concert will be head in Memorial Hall Gymnasium and tickets will go on sale in Memorial Hall
Ticket Booth for $7 starting April 14th, from 10am-3pm.
Rich Homie Quan is the perfect for a performance on a college campus. His music gets people excited
and can put you in a good mood just be hearing his amazing beats. Quan has been part of Def Jam
Recordings and T.I.G Entertainment. Rich Homie Quan has been featured on singles with YG, Rich Gang,
Migos, Lil Boosie, Yo Gotti, Young Jeezy, and August Alsina. He has also been nominated for multiple
awards between the BET Awards and the BET Hip Hop Awards
At just 23 years old Hip-hop artist Rich Homie Quan is on the rise with his hit singles across the country.
Born as Dequantes Lamar, the nickname Quan quickly developed at a young age. Quan originally had
dreams of becoming a professional baseball player, but his passion for music steered him in a different
direction.
The mission of Delaware State University's Campus Activities Board is to enhance the spirit of unity and
cooperation among all the students at this illustrious university through the best possible events, while
maintaining higher educational, recreational, social and cultural standard of excellence.
###
If you would like more information about this topic, please contact Caprice M King at [Company Phone]
or email at Cmking12@students.desu.edu.

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Advertisement

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