Integrated Marketing Communication Plan For SPRING HILL COLLEGE Neato aon Spring Hill College Mobile, Alabama April 2015ANEVEN Mr. Jon Barter Me. Frederick Salaney Me. Robert Stewart, Spring Hill College 4000 Dauphin street Mobile, Alabama 36608 Gentlemen: Per your request, the AveMen Agency has developed a full Integrated Marketing ‘Communication Plan fr your consideration and implementation ‘After meeting with your cabinet, conducting surveys, focus groups, planning strategies 1nd creating deliverabes, we are confident our work will exceed your needs and asist the college in better positioning itself against competitors. Tis plan book will provide you wll ll ‘the materials necessary for «successful campaign inthe coming year, thas been a pleasure working with you and we know that you wil be pleased withthe Airction we have chosen for Spring Hill College's future marketing endeavors. ‘The AveMen team would like to thank you for your time and consideration. We look forward to meeting wth you on April 28th at 6:30 PM to present the plan to you Sincerely, The AveMen Agency Conner F. Bueche Leah MeDonald Bridget Dutty Hannah Metayre Semi Hantak Kristen Meyer Virginia Hicks [Nicholas Smeltz Demi Jordan Bre Vaughn Diego Juncadella Jack Watkins Mac Kitehen MateiAnn White “The AveMen Agency 1 ‘SpringHill CollegeAgency Team ‘Conner Bueche Diego Juncadella Leah MeDonalé Kristen Meyer Demi Jordan Sami Haniak Bre Vaughn “Jack Watkins Virgisia Hicks Marcidnn White Mac Kitchin ‘Nick Smelez Bridget Duty Hlannih Melayre Patricia Y. Hartman, APR. ‘Video Production Team Stephen Nash CCurstopher Portie Devon Sheehy Ryan Noble Audio Production Team Mac Kitchin Diego Juncadella Catt Sirten The AveMen Agency ‘Account Executive “Marketing Director/Account Planner Research Director Public Relations/Promotions Director E-Matketing/Social Media Direetor E-Marketin/Social Media Director Creative Director ‘An Director Graphic Artist Graphic Arist Copywriter Audio Production Director [roadeat Production Director Media Director ‘Traffic Manager Adjunet Instrctor Professor Adjunct Instructor 2 Spring Hill Colege‘Table of Contents “Executive Summary... Marketing Plan, Situation Analys Problems and Opportrites “Target Markets Goals & Objectives Branding Stategy Timeline & Budget. (Campaign Evaluation. Creative Plan. 7 ‘Communication Probe. “Target Audience ‘Communication Challenge ‘What should our communication do? 7 How wilt do this? ‘What is the static i289 nn aoe How wil we support this idea? ‘What are the creative considerations? ‘What are the deliverables? ‘The AveMen Agency 3 Spring Hil College(Creative Strategy nn Print — Bologna. Video Seript — Bologna 30-seeond Radio Seript ~ Bologna. 15-second Radio Serpt~ Bologna... Print Baseball. ‘Video Script - Baseball. 30-second Radio Seript- Bascbll. 15-second Radio Seript ~ Basbal. Print— Professors cr Video Script ~ Profess0t5. enon 30-second Radio Script ~ Profissrs. 15-second Radio Script ~ Professor... Print — Student... Print — Alums. Outdoor boat nnn Public Relations & Promotions Flan Primary Communications Problems and Opportunities for Improvement Goals & Objectives. Strategies. Tectia Public Relations Event Budge Golf Ayer. Neighborhood block party Ayer. ~ a 50 Promotions Budget. : v5 The AveMen Agency 4 Spring Hill College‘Table Banner. Toshi design. Pen design - sv Water Bote desi... eS Koozie design - Purple 56 Koozie design - Gay. sv ST E-Marketing Plan. Situation Analysis Goal 7 Objectives. Strategic Direction. “Target Audience. Strategies, Tactics ‘What should Internet, socal, and mobile media do? What is the callenge? - a How to use soci mea for Spring Hill College. 63 uidetines for Socal Media Posting. se 66 Facebook landing page banner design, 67 Sample Social Mia Pot. 6 Blog Header. Blog Hen Media Plan. . nm Meta Goal. n nm Media Objestive€ eu The AveMen Ageney s Spring Hil Calege‘Spring Hil College ‘The AveMen Agency 6 ingExecutive Summary ‘Spring Hill College was founded in 1830 with the vision of providing a powerful liberal ‘arts education in the Jesuit tradion, Spring Hill Coll leaders in service to others, fulfling the unique potential ofeach individual. Asa result, our stdens are engaged, inspired and transformed by their experiences. Spring Kill College has not had a comprchensive, branding campaign for over sixteen years. The objectives of this Integrated Marketing Campaign are to raise awareness ofthe college, persuade students to enrll, ‘communicate wit ll the college's targets, and engage the community to expose the college's e's mission is to belp students become continued success. ‘The inital phase ofthe planning process consisted of surveying current students ofthe college, parents, and alumni, Additionally, focus groups were held to test the marketing ‘concepts. These preliminary steps allowed the AveMen team to have a clear and unified strategy ‘with the marketing, creative, public relations and promotions, Internet and media plans. Each aspect ofthese plan will allow SpringHill College to improve upon its existing reputation as a college with academic excelleve, as well asa community dedicated tothe Jesuit tradition of, “cura personals” that is, a care forthe spiritual, social and intellectual growth of each person ‘The marketing plan was developed after extensive research, Surveys asked what should be the focus for commercial messages about SpringHill College, and a vast majority agreed that the message should be based around stories of people who attend, teach and work at Spring Hill, ‘The purpose ofthe focus groups was to determine which concept ofthe four devised by the agency was most engaging, menorable and effective, The “More Than.." concept was ‘ultimately chosen to show how Spring Hill College is “More Than.” the sum of ils pats. The stories about professors being “More Than.” just professors, alumni being “More Than..” ust ‘alumni, students being “More Than." just students, all grow ffom the Jesuit ideal of cura ‘ersonalis and show Spring Hill as a caring community of people who add tothe creativity, diversity, leadership, and accomplish the mission ofthe college. This plan gives means to evaluate the results of your communications effors. ‘The creative plan will motivate the college's diverse audiences to respond tothe strategic ‘messages and calls to sction, The creative challenge inthis effort isto create communications that wil cut through the clutterand deliver clear strategic messages, Deliverables wil all the ‘The AveMen Agency 1 Spring ill Collegepersonal saris of people who ae and have heen pat of the Clg enmity. The will persuade the trget audience to respond by either learing more about the college, contacting the college for enrollment information, supporting the college, or taking part in one ofthe college's events ‘The public eitons and promotions plan features multiple events and promotional items to get Spring Hill College's name out in the community. Competing against arger insitutions creates an extremely ficult environment in which to compete. As the administration ofthe college admits, low awareness one of its greatest problems the school faces. There i ‘opportunity in broadening the reach ofthe brand, and communicating the value of the college ‘over large public schools as well as private colleges in the regions. Spring Hil College's ‘competitive advantage is its rich history, strong community and beautifal campus, creating “More Than.” just as instttion of higher leaning ‘The Internet aad social media plan calls for merging and reducing cxrent Spring Hill College social media pages. The plan intends to improve Spring Hill College's image on social media by interacting with the target audience daily and positioning the college as available and ‘uptodate, This can be achieved by focusing on three main pages: Spring Hil College, Spring Hill College Athletes, and Spring Hill College Alumni. Finally the media plan provides a wide-varety of additional media channels including billboards and radio alvertisements, These channels have been researched and are recommended {or use by Spring Hill College in onder to broaden audience reach and build message frequeney. Although the budget or Spring Hil College is minimal due tits private college status, an cffcient media plan wll il deiver results The AveMen agency has carefully devised a detailed integrated communications plan that wil position and brand Spring Hill College. The following strategies will ensue that the objectives of the college's administration will be met, ‘The Aveden Agency 8 ‘Spring Hil CollegeoS SPRING HILL Marketing PlanMarketing Plan Situation Analysis In 1830, Michael Portier, Mobile's first Catholic bishop, founded Spring Hill College. It is Alabama’s oldest institution oftigher learning. Rooted ints Catholic heritage and continuing the 450-yearold Jesuit tradition of educational excellence, Spring Hill College's mission isto help students to become responsile leaders inservice to others. The Spring Hill community is ‘commited tothe Jesuit tradition of "cura personals," that isa care fo the spiritual, soeial and inllectual growth of each person. The ideal student for SpringHill College is « young man ot ‘oman who socks liberal arts, feith-based education and who trly wishes to become @ responsible leader inservice to others. Problems and Opportunities Spring Hill College has not had comprehensive marketing plan in over 16 years ‘Traditional media has not been used in marketing to undergraduates in that time. Publications ‘and direct mail have constituted the majority of marketing efforts (One major problem Spring Hill College faces i that t must compete with more colleges and universities, including online instittions, for “aditional” students (high schoo! graduates), while fewer companies are paying forthe tition costs of non-traditional” students who wish to complete ther degrees. Therefore, it is very dificult fora privat, liberal ars college to attract students. Competing against large institutions with larger marketing budgets isnot something easly accomplished. The adminisiation of the college admits tht low awareness is one of its {reatest problems. Major media is expensive. Social media cannot, on its own, ecomplish the large reach needed to brosden awareness of Spring Hill College. (Once sigh school student has been made aware ofthe college, Spring ill has «chance to.woo the student fora campus visit. Aer the student has visited, thee isa good chance that he ‘or she will pick Spring Hill. However, getting the attention of highschool juniors and seniors is ‘ot easy in a world where everyone is subjected fo over 6,000 medin messages per day. Spring ‘il's message must be one that breaks through the message clutter and ges the attention of students looking fora college that can offer them a grat education, the sense of comm: ity, and ‘The AveMen Agency 10 Spring Hil Cleethe individual attention that Spring Hill offers. Taking advantage of media opportunities and ‘being creative with media selection i important in the effort to spread the college's message “There is opportunity in broadening the reach ofthe brand, and communicating the value of the college over large public schools suchas Louisiana State University, the University of ‘Alabama andthe University of South Alabama, as well as private colleges ir the region. Spring Hill College's competitive advantage isis rick history, academic reputation, strong community and beautfl campus. U.S. News and World Report ranks SpringHill 17th among 118 Southern colleges and universites. The report also as #48 in the nation, Judes the schools online graduate nursing program Financially Spring Hil College mus lso raise more funds from donations of Alumni, ‘the community in which Spring Hill exists, friends of Spring Hill, and possible corporate partners. By analyzing quantitative and qualitative data gained ftom primary researc, we can gain insight from Spring Hill College's target audiences and create an effective plan to communicate and engage with alumni, parents, frends, donors, and curent and prospective students ‘Target Markets ‘The primary markets for Spring ill College are: ‘High school seniors, juniors and sophomores ‘© Parents of high schoo! aged youth © Guidance counselors ‘+ Alumai, donors and potential donors to the college ‘© Transfer students from local junior colleges ‘© Regional prospective high school students (subset) ‘© Regional Guidance Counselors (subset) Goals & Objectives Goal Position the college inthe minds of ts target markets and establish coetinuity of “brand image” by developing a fully integrated marketing communications campaign that embodies the ‘The AveMen Agency u Sorng Hill Collegein ofthe college, the perceptions of thoes who have been past ofits community, and strengthens its relationship wih i targets. Oicetives + Bring in 400 first-year nd 50 transfer undergraduate students yearly + Increase per student reveae by 3% year over year + Reinvigorate graduate prorams by bringing in 10% more students pe year + Inerease support fom alu by 50% in ive years (oben the top 5% of alumni giving mong Jesuit Insitions) + Haves vibrant, compelling, formations alumni association, whch serves a model for other insttatons ou size by insttuing a variety of activites in ach alumni’ chapter ‘within wo year Primary Research Methodologies and Findings ‘The following research methods were used to prepare this integrated plan: Intercept Survey of random sample of eurent freshman (19 years old) + Intercept Survey of randon sample of curent sophomores, juniors and seniors (19-23, years old) ‘© Intemet Survey of Alumni through email with link to survey site (22+ years old) ‘+ In-depth imterviews with Parents of eutent students ‘© Convenience sampling of surent students and local alumni for Focus Groups (19+ years old) Intercept Survey of Students: The total numberof students inthe survey sample was 421, {thus constituting a valid random sampling ofthe given population according o established statistical parameters (Educational and Psychological Measurement, David A Payne; Robert F MeMorrs 1967, p. 419, Waltham, Mass. Blaisdell Pu, Co). Tie sample as a confidence level of 95%, and a confidence inerval of 3.85, All students were over the age of 19 (Stat of ‘Alabama restrictions on research using persons under the age of 19 without parental approval). ‘The AveMen Agency ry ‘Spring Hill CollegeInternet Survey of Alumni: The total number of alumni in the survey sample was $67, ‘thus constituting valid random sampling ofa given population according to esuiblished statistical parameters. This sample has confidence level of 95%, anda confidence interval of 1 Surveys Freshmen 106 freshmen over the age of 19 years of age completed the survey. Sateically, the agency felt that tis group was as closest to the target audience of high schoo as was possible, without surveying a group of high school students (State of Alabama restrictions). indi ‘© The majority of freshman (55.7%) claimed that no family member had any influence in ‘heir decision to attend Spring ill College. ‘© 84% respondents affirmed that Spring undergraduate education, = 74.S¥ehad a recruiter visit their high school ‘82.1% of respondents claimed that in making ther selection of where to attend they used the Spring Hill Website to find more information about the school ‘= When the freshman were asked what shouldbe the focus for commercial messages about Spring Hil College, the majority (57.5%) agreed tha they would base the message sxound stories about people who attend, teach and work at Spring Hil, ors and seniors IL was one oftheir top two choices for Sophomores. Juniors. and Seniors 115 eurent sophomore, junior and senior tents completed the survey ll stents ‘were over the age of 19 Findings: ‘+ Themajoriyof respondents (15.9%) made decision to come to Spring Hill College for sports, followed by financial aid (15.6%) an he siz of schol (152%). © 90.8% of students fee a sense of community living on espe “The AveMen Agency 3 Spring HI College‘+ When this group of students was asked wht should be the focus for commercial ‘messages about Spring Hill College, 48.6% agreed thatthe message should be bases around stories about people ho attend, teach and work at Spring Hill, Alumni Survey “The student alumni survey was electronically sent via Survey Monkey. It opened on January 30* and sampled 576 alumni, which constitutes a valid random sampling Findings: ‘+ Theres confusion about who is and who is nota member of the Alumni Associaton, Although all alumai are members, 47.62% of those surveyed didnot know they were members * 37.6% those suveyed did not contribute to Spring Hill College. Te majority who do not contribute (ané left comments) cited budget constraints asthe reason. Those wio do contribute (and left comments) cited the desire to give back to ther alma mater £85% of alumni do not feel connected to other alum in their rea. ‘55.14% of alumni donot use social media to sty connected to Spring Hill College. ‘77.03% of alumni find email newsleter asthe most appealing way to stay connected with ‘Spring Hill College. This was followed by cass reunions (50.81%) and traditional rail 479%, ‘+ Alumai consider fiendships made (52.61%) most memorable from their time st Spring ‘Hl College. ‘© When the alumni were asked what should be the focus for commercial messages about Spring Hil Coleg, 51.49% agreed thatthe message should be bases around stories, bout people who attend, teach and work at Spring Hill. Parent Interview ‘A total of six parents who have students curently attending Spring Hill College were interviewed with in-depth questions about their experience and impression ofthe school Findings: ‘+The parent interviews revealed a high degree of discrepancy in experiences, Some parents that heeft impression ofthe school was unorganized and media generic ‘The AveMen Agcy 4 Soring Hil ColeneWhile other parents did not express their distaste fort especially siace many frst- impression responses were positive. “Tiree parents expressed the need for an improvement in Career Services. ‘All parents agred that they love the beauty ofthe campus and the stouity they feel, ‘Academically speaking, al their children are thriving, yt several have expreseed that they wished the school encouraged intemship opportunities. A comnon expression used to identity what they felt the experience with faculty, students and school asa whole, was “supportive eemmunity.” All parents wo attended Parents Weekend enjoyed their time, but one fel that it lacked faculty involvement. Every parent felt they would recommend the schoo! to other Family members or fiends, Focus Groups ‘Thee focus groups were conducted with current students and alumni. The purpose of the {focus group was to determine which concept ofthe four devised by the agency was most engaging, memorable and effective “The concepts tested were Be, ‘The Timeless Avenue Ignite “More Than. Findings: ‘The “More Than. concept was seleced by the majority of focus goup participants. ‘The majority of participants fel the message and implications of “More Than.” was the ‘concept that resonated with them the best. ‘Focus group rarticipants suggested thatthe stength ofthe message was is inutivenes, and the use of photos, coupled with copy, gave Spring Hill College fce anda story. ‘This is what made it the most memorable concept. (Citcism included thatthe concept needed punctuation and had too much copy. ‘The AveMen Agcy 1s ‘Srring Hil College‘+ The“More Than.” concept evoked emotion because it “has personality and shows opportunity.” “More Than..” concep allows it to touch upon a wide range of aspects about Sprig Hill College's campus (local and abroad), community and history, while also demonstting, the mission ofthe college and the Jesuit ideal of cura personals (car forthe entre person). Cura personals suggests individualized atenion tothe needs ofthe ober, Alistinet respect for his or her unique circumstances and eoncems, and an appropriste sppreciation for his or her paricular gifts and insights Positioning Stratery ‘The positioning strategy comes from the ideal of cura personals, Spring Mill College will 'be positioned inthe minds ofits targets as “More Than.” justa place where students can go to classes and get degre. The “More Than...” campaign isthe perfect message for recruitment and advancement, and will achieve brand recognition inthe minds ofthe target audience. This, ‘ll give prospective students and ther parents knowledge ofthe intrinsic value that students ‘who attend or have chosen to attend Spring Hill College have vested in their community. “More Than..." also works with Alumni and other donor targets to show how Spring Hill College is “More Than..." the sum ofits parts. The stores sbout professors being “More Than. just professors, alumni being “More Than." just alumni, the students being “More Than.” just students, ll grow from the Jesuit deal of cura personals, and show Spring Hil asa caring ‘community of people who add to the creativity, diversity, leadership, and accomplish the mission ofthe college. It also acknowledges that the college gives its students and graduates a global perspective, beyond jus fhe besutful Mobile carpus, Branding Strategy ‘We are building brand image on what alumni and students believe are Spring Hill College's major strengths by developing a unified campaign message of “More Than...” Our strategies will constitute long-term brand image through messages that are able to reachall of ‘Spring Hil’s diverse targets and communicate effectively with them. Analysis of our curent brand situation from the primary research gained for qualiative ‘and quantitative insight on Spring ill College's target audiences gives us the needed message ‘The AveMen Agency 16 ‘Spring ill Cllegestrategy tht will esablisha stronger brand image and position Spring Hill College as “difeent™ from other colleges and universities. ‘The “More Thar..." concept, invites the target audiences to engage ina deeper understanding of why Spring Hill adds more value toa college experience than its competiters. “More” (cura personalis, mags and the Spring Hill College Mission) sa known parlance of Jesuit eaching and its static use inthis campaign preserves the Jesuit identity ofthe instution while inferring explanation of how it achieves this, With a series of stories told ‘through various forms of mesa, it will give target audiences an opportunity to perceive Spring Hill College’ student life history, campus, and community as something of immense vale. ‘The agency plan will Give «basis for an integrated campaign strategy centered onthe concept “More Tha This wil help create a campaign approach to recruitment, advancement and brand 2. Be accomplished trough video, audio and prin advertising centered on a unified message which emphasizes stories of student life, campus and history of Spring Hill College. 3. Offernew opportunities trough media to reach the right arget audiences, 4, Consolidate all social media outlets and promote one unified message and look to strengthen the Spring Hill College brand. 5. Look at some ofthe advancement functions and determine how they can beter be ‘promoted (ex: Parents Weekend, Homecoming Weekend, Communication with Alumni) 6. Plan multiple pubic relations events and promotions tht will build awareness among the community and all Spring Hill College's target markets. 7. Improve relationstip management between college and alumni by renewing the sense of community with them, ‘Timeline & Budget ‘The campaign yearis September 1, 2015 ~ August 31,2016 ‘+The budget forthe campaign is $110,000; however, idea that go beyond what hasbeen ‘budgeted inthe campaign are also included inthis plan. The AveMen Agency ” Spring Hil Cllege‘Campaign Evaluation ‘We will evaluate the success ofthe campaign in six-month periods utilizing benchmark surveys, Other meaas of evaluation will be utilized monthly or quarterly ‘These surveys and evaluations will analyze the following: Benchmark survey of alumni to determine attitudes toward the college, is ‘communications and the desire t contribute tothe college (yearly) ‘Benchmark survey of incoming feshmen concerning awareness ofthe college and the cffect the campaign has ca deste to enroll (beginning ofeach fall semester) ‘Benchmark survey of parents of curent students to determine awareness, attudes toward the college, and effectiveness of communications with parents (eat) Internal evaluation of alumni giving to determine if suppor from alumni is on track to Increase by 50% in orderto (cvonthly) Evaluation of alumni functions by bref email survey afer each function, the top $9 of alumni giving among Jesuit Insitutions Tnteral evaluation to determine if student revenue is on track to increase by 3% over the campaign year (quarterly). Internal evaluation by admissions to determine ifthe are predicting 400 incoming fie year students and 0 transfer undergraduate students by the end ofthe campaign year (monthly), Intemal evaluation to deermine if graduate programs are on track to bringin 10% more students bythe end of the campaign year (monthly). The AveMen Agency 8 Spring Hil CollegeFAS SPRING, HILL The Creative PlanCreative Plan ‘Communication Problem ‘Spring Hill College has not had a comprehensive marketing plan in over 16 years. ‘Traditional media has not been used in marketing for undergraduates inal that ime. Publications and dire: mail have constituted the majority of marketing efforts ‘One major problem Spring Hill College faces is that it must compete with more colleges and universities, including online institutions, for “iraitional” students (high school graduates), hile fewer companies are paying forthe tuition costs of “non-traditional students wi wish to ‘complete their depres. Therefore, itis very difficult for a private, liberal ants college to attract students. Competing aginst larger institutions with larger marketing budgets isnot something easly accomplished. The administration ofthe college admis that low awarenssis one of its greatest problems. Major media i expensive. Social media cannot, omits own, actomplish the large reach need to broaden avareness of Spring Hil College. Getting the atention of high school juniors and seniors isnot easy in the world where everyone is subjected io over 6,000 media messages per day. Spring Hill's message must be one ‘that breaks though the clutter ofthe media world and capture te attention of students looking {for college that can offer them a great education, the sense of community, ae the individual attention that Spring Fill offers. ‘Target Audience ‘The target audiences ofthis campaign are + Regional prospeaive high school students subset) + Regional Guidance Counselors (subset) + Alumni, donors, and potent donors othe college + Tansfer sadn fo loca junior coleges ‘+ Parents of high shoo! aged youth ‘The AveMen Agency 0 ‘Spring Hil CollegeCommunication Challenge ‘The communication challenge is o positon the college in the minds ofits target ‘audiences and establish continuity of “brand image” that embodies the mission ofthe callege, the perceptions of those wito have been part ofits community, and strengthens its relationship with its target audiences. The campaign mus also broaden the reach of the brand, and communicate the valu ofthe college over large public schools suchas Louisiane State University, the University of Alabama and the University of South Alabama, as well as private colleges in the region. Spring Hill College's competitive advantage is its rich history, academic reputation strong community, and beautiful campus. ‘What should our communicaticn do? ‘Advertising, Public Relations and Promotions will postion te college inthe minds of is target audiences and establish continuity of “brand image” that embodies the mission ofthe college and the Jesuit ideals, Communications will ls call on the college's diverse audiences to respond to the strategic messages and calls to action. The creative challenge inthis effort create communications that wil cut through the clutter and deliver clear strategic messages. “How will it do this? ‘We wil tll the personal sores of people who are and have been part ofthe Spring Hill College community in order to persuade the targets to respond by ther leaning more about the college, contacting the college fo enrollment information, supporting the college, or taking part {none ofthe college's evens. These stores convey an emotional appeal that will resonate with the target audiences. ‘What is the strategic idea? ‘The strategic idea isthe concept “More Than.” which embodies the Jesuit ideals of ‘mais and cura personals in a way that isnot stilted or stufly and rings tue with the targets. ‘Ths concept will catch the attention of the targets and build brand recognition in ther minds by showing them the true ofthe values ofthe college and prompting an approprite response. ‘The AveMen Agency 2 ‘Spring Hil Callege‘How will we support this idea? ‘The advertising and promotional materials will ll stories to gain emotional relevance that will position the college and prompt the targets to respond. The ageney's research has shown, that the majority ofall target markets felt that stories of people who have been or are part ofthe ‘Spring Hill community would be the best way to impart persuasive messages tothe diverse ‘market. The “More Than..” idea means that the college is "More Than..” the sum ofits pats ‘and reflects the Jesuit desis and the college's mission. ‘Wet ure the creative comlderations ‘We need to distinguish Spring Hil from other colleges and universe in the region, ‘both public and private. By saying Spring Hill is “More Than.” we accomplish this and allow the personal stories of students, alumni, faulty, staff, administrators, and these who know the history ofthe school o show how the college goes beyond the usual message of tradition, ‘excellent teaching, and other suateges that colleges and universities adopt in thei marketing. ‘The concept invites te target audiences to engage ina deeper understanding of why Spring ill ‘adds more value toa college experience than its competitors. Each story sheuld be tagged with ‘person's name, and ian alumni ora student, the year ofthe person's graduation. What are the deliverables? + Print Media + Radio (15-sesond and 30-second) + Television Online Video (15-scond,30-scond, and 90-seeond) + Outdoor + Brochure ‘Designs for spec items and promotional materials ‘Changes andadditions to we site and social media site designs ‘= B-communicaion materiale ‘The AveMen Agency n Spring Hil CollegeCreative Strategy Focus groups were conducted with curent students and alumi The purpose ofthe focus groups was to determine which consep of the four devised by the agency was most engaging, memorable and effective, The concepts tested were: = Be, ‘© The Timeless Avenue = Tonite ‘= "More Than.” ‘The “More Than.” concept was selected by the majority of focus group participants, ‘because it encapsulated all that Spring ill is and has been. The “More Than.” concept wil be ‘used in ll materials and communications, long withthe college's website domain to prompt people to seek more information, and the Spring Hill College logo which isthe long-standing ‘visual image ofthe college's brand Executions have been created fr print, radio, television/YouTube, and outdoor. Samples ‘may be found inthis section of the plan book: “The AveMen Agency 2 Spring Hl Callegeore than mobile‘VIDEO aubz0 CLOSE UP? OF the students passport and ticket to Italy Sn sop of the suits casa. eprom: Student opens their Suit case and begins to Unpack their suitcase full. MONTAGE: Shot from Italy and all the different activities that can happen there. Through the eyes of social media. Spring Hill gave me the opportunity to travel abroad to study and experience the world. 10. ‘Learned so much both in and out of the classroom from my teachers and peers. Being abroad taught mea lot about myself and made me more avare of | Vhat is going on in the world around ampzuM: the student holding a photo of them in Bologna fand pan out toa group of Students standing in a globe in Rydex Common on campus holding that photo, v.09. Wore Than Mobile, Alabana, Bologna, Teely...Why wait’ when there is a whole world to explore.Cony for Radio Sepment uly Center” 30 Seconds Sound FX: V0 (announcer) V0 (announcer) Sound of plane tk ‘Asa child, dreamed of exploring other cultures, In college, Vhad the opportunity to ive that dream, spending a semester abroad a Spring Hill College's “aly Center Bounds of lly) Experiencing the music, food and people of aly ‘more than fulilled my dream. Spring Hill College... more than Mobile, AL... Bologna, aly [Exploring other culures dace have tn be ‘dream, itean bea reality Visit wwewshe.ed to‘Cory foe Rao Seyment tly Conte” 15 seconds ‘Sound FX; Sound of plane ting off V-0 (Announcer) ‘Asa chil, I dreamed of ving abroad. {ncolege, {got that opportu, spending = semester ot Spring Mills “aly Center” [My dream became arly: Spring Hill College... more than Mobile, AL. Bolonga, Italy. ‘Visit wows ed to lean mor.SPRING HILL Cacpeimmaeedy Seat rr‘VIDEO DOLLY: Baaeball player walking to first’ bas MEDIUM CLOSE UP: Baseball player DouLy: Basebail player walking £0 third pase. MEDIUM: Spring Hill College scoreboard DOLLY: Baseball player waiking out of dugost. FLAVER rothing T love more than ny Venezuelan baseball team beat our Cuban rivals in the World Baseball Classic. Shame, it doesn’t happen very often. wazching ‘BASEBALL PLAYER ¥ho showed then nov to play our gare. ‘BASEBALL FUAYER Two brothers brought a bali and a bat hone to Cubs after returning fom playing the gane, right here, at Spring Hill College. A few years later they founded the first baseball club in the country, eventually spreading the game throughout Latin America. BASEBALL PLAYER wo alumni became legends when they Found their passion and brought it home. So even when Cuba beats my | School. JIB: Baseball player sitting | BASEBALL PLAYER = in the student viewing area. You see, at Spring Hill College, ball. player baseball, ® legacy. iS more than a gane. BASEBALL PLAYER het will you take home from Spring Bill?Copy for Radio Segment ‘Cuban Baseball” 305ee 'V-0 (announcer) Sound FX: V-0 (Announcer) Did you know bascball was brought io Cubs by two students from Spring Hill College? 1 1988, tn others, Nemes and Finetn, came to Spring Hill forthe Jesuit earning experience. Part of what they found was 2 love forthe game. ‘Soundof bll hitting bat ln 1964, the brothers took the first bat and ball to Cuba, igniting a pasion that became ‘Cuba's pastime Spring Hill College... More than ahctory a Legacy. Lear more by visting sooshe.edsCopy for Radio Sepment ‘Caban Basaball™ V0 (Announcer) Sound FX: 0 (Announcer) Baseball was brought io Cuba by 10 students from Spring Hill College ‘Sound of bal iting bat ‘They came looking for a Jesuit education ‘nd le with a love forthe game, Spring Mill Cllege....More than a history... @ Legacy Visi ywwushesad 0 leem more= SPRING, THLE ‘Mab, Alana‘VIDEO | WIDE gis; Stadent walking towards $2. Joseph Chapel. DOLLY: Student enters Denigan Hall. WIDE: Student enters Classroom where Dr. Simmons is teaching. a lesson enchusias:ically- MEDIUM: Dr. Simmons teaching enthusiassically, and engaging students. CLOSE UP: Reactions of students in classroom. WIDE 910: Student walks to the Java city patio where Ryan Noble and Johnny Stevens are sitting at a table Grinking coffee. The student site down with chen. MEDIUM: Student, Noble, and Stevens talking, CLOSE UP: Student, Noble, and Steven talking. aupro TWARRATOR At Spring Hill college, students and professors have a different relationship. st oly learn through books, but From stories. NARRATOR We not oily meet for office hours, but for coffes. WIDE JIB: A group of eager sorority girls avait run out. Among then is Dr. Janie Franco Zamudio. CLOSE UP: Doors of Byrne Hall opening and giris running WIDE: Girls cunning down the stairs of Byrn NARRATOR ‘They not only run the classroom, but they run by our side.= VIDEO ave ‘LOSE UP: Reactions of Dr. Jamie Franco Zamdio and crowd of girls. DOLLY: Br. Culberson and SARRATOR, students sitting at his Tm not Created as a nunber, but as an fable for dinner discussing | equal. ‘Theology. MEDIUM: Students and Dr. Culberson eating. CLOSE UP: Student's and Dr. | Culberson laughing. WIDE: Student valking back NARRATOR across Rydex Comons. ‘They are more than my professors, they're my mentors and Tcen’t wait for you £0 mest then.Copy for Radio Segment More an Professors" 30 Second V0 (announcer) Hi, Ym [Student] and Latend Spring Hill College. Pex nota five ina classroom. Pm a member of a commun. [receive professional guidance in both my academic and my personal life from my professors I never pass up a coffee break with Dr. Jor _chensstyelub dinner with Dr, Boris ‘Spring Hill College... More than professors. ‘Visit wun shed to find out more‘Cony for Rao Seyrent More than Professon 15 Second ‘Y-0 (Announcer) At Spring Hill College, 'm not just a face in classroom... ma member of a ‘community I receive professional guidance in both my seademic and personal fe from my professors ‘Spring Hill College... more than rofessors.e mentrs ‘Visit us at wwwshesed to find out moreTV ToyT 5 *“sndwes e uey} d10wWoo. HILL COLLEGE The Public Relations & Promotions PlanPublic Relations & Promotions Plan Primary Communications Problems snd Opportunities for Improvement ‘Spring Hill College has not had a comprehensive branding campaign in years. The college has used publications and direct mail as the main medi efforts done for the past 16 yeas. ‘One major problem Spring Hill College faces is that it must compete with more colleges ‘and universities, including online institution, for “traditional” students (high school graduates), “hile fever companies are paying fr the tition costs of ‘non-raditional” students who wish to ‘complete their degrees. Is very difficult fora private, liberal arts college to attract students ‘without comprehensive marketing efforts which canbe quite expensive. Competing against larger inition, with larger maketing budgets is very hard and takes a message that cus ‘through the clutter of today’s media environment. The administration ofthe college admits that low avareness is one of ts greats problems. Major media is expensive. Socal media cannot, on its ow, accompli the arge reach needed to broaden awareness of Spring Hill College, which Js why public relations and promvtional activites are so important, ‘There is opportunity in breadening the reach ofthe brand, and communicating the value ‘of the college over large public schools as well as privat colleges inthe regions. Spring Hill forthe majority of marketing College has competitive advantages with arch history, a recognized academic reputation, strong community, and beautiful campus, eating “More Than.” justa college or university. Financially, Spring Hill College must also rise more funds from donations of alumni, the community in which Speing Fill exists, frends of Spring Hil, and posible corporate parers. By anlying quantitative and qaiatve ata pied om primary research we have aed fiom Spring Hill College's target audiences and created an efecive plan to communicate and engage with alumi, parent, ends, donors, and curent and prospective student, Goals & Objectives Goal Position the college inthe minds ofits target market and establish continuity of “brand image” by developing a fully integrated marketing communications campaign, featuring a public ‘The AveMen Agerey © Spreng Hill Collegerelations and promotions exmponent that embodies the mission ofthe college, the perceptions of those who have been part cits community, and strengthens its relationships with ts target audiences. ‘Obicctves ‘© Bring in 400 first-year and 50 transfer undergraduate students yearly ‘© Increase per student revenve by 3% year over year ‘+ Reinvigorate gradute programs by bringing in 10% more students per year ‘© Increase support fom alumni by 50% in five years (lobe inthe top 5% of alumni giving rong Jesuit Institutions) + Have vibrant, compelling, frmational alumni association, which is a model for other Insitutions our size by instituting a varity of activities in each alumni chapter within two yous, Strategies ‘The AveMen agency has developed a public relations and promotions plan featuring ‘evens, promotional items and a media kt to increase the awareness our brand image and ‘publiclcommunity awareness. The main strategy isto persuade and inform future students, ‘cutent students and paren, and alumni that Spring Hill College provides the best car, education and overall best collegiate experience in comparison othe college's competitors. Events ‘Open House ‘The open house evens on campus ae a great way for parents, potential students and ‘curentprofessors to participate ina “meet and greet” setting in order forthe target audience to acquire a general fee! forthe college, as well as leam what SpringHill College can acedemically provide for each individual Ths event would be held during Homecoming or Family Weekend inorder for prospetive stents and their parents to meet with curent students and professors. Parents are especially coneemed that heir investments have a successful return and thatthe: children are receiving snd education that provides» foundhtion foe fstre employment and The AveMen Agsney a Spring Hl College‘enrichment. This event will be run by student organizations; Springhllians wil give tours and organizations will voluncer to meet with potential students to answer questions. ‘Alumni Golf Tournament The event will beheld in the fall. The golf outing is for alumni to turn to the college, rekindle relationships with old classmates and o enjoy a fun weekend in Mobile. Each hole will be sponsored by a specific company or local busines and will hosta bars the company's particular hole featurng food and beverages forthe alumni golfers. After the Saturday morning {golf outing, there will bea family pienic on Dor Field. Here, alumni spouses and families ean enjoy an afternoon of food and fellowship. Potential food donors include PDQ and other local ‘luminal te Hil” Christmas Light Show ‘This event, held prior to students departing forthe Christmas bresk, will esture an array of Christmas lights ound campus. There will be a path beginning atthe Dauphin Street entrance and leadingto the Avenue of the Oaks, for families and children to drive or walk and ‘admire the beauifil campus and the lovely light shows. The lights will be lit each night of he ‘week for families and neighbors of Spring Hilt enjoy. The light shows will be entirely donations provided ty Greck and other student organizations, The light decorations will be a contest fr students to compete against one another for an award for “Best Light Show.” This is a ‘wonderful way to ge: te stunts and community involved on campus. ‘Mardi Gras Ell ‘The event wil coincide with the Spring Hill College Mardi Gras Ball held each year for students on campus. The Alumni Mardi Gras Balls tobe held in Mobile in dition to two or thee other major cites, rotating each yea. Hosting one ballin Mobile aswell as other major cities in which the alumni associations are located enables a greater numberof alumni to be able twoattend, The convesience this provides will encourage more alumni to etend the event and ‘encourage a more active and successful alumni association. One general Mari Gras Ball Invitation is tobe sat out featuring all ofthe event locations ofthat particular year. This wil allow i viduals fem cities not hosting the evento attend atthe most cenvenien losation, This The AveMen Agency 2 Spring Hl Collegewill be a formal event with a per plate dinner for alumni and gues). The event isa great ‘opportunity to havea silent auction in order to rise money forthe college and a charity selected by the college. The money raised can be split between the charity and the college. Various ‘basketitems wil be collected from donors forthe silent auction. Examples include: Greek ‘organization gifts art students’ work, Badger baskets, donations from businesses and ‘organizations, and more. Photos from the event wil be featwed in alumni newsletters and sccal ‘media, News releases will be sent out to the publications in the cities where the event is held, ‘publiciging the event and the charity which the event will help. This wll spark more alumni to ‘bet involved. The event also shows the commitment tothe Jesuit ideals which the college promotes ‘*Neihbors of Soring Hill Avenue Party" ‘This event will take place in April on campus, asa “block party.” The party venue isthe ‘well recognized Avenue ofthe Oaks. The events designed for the Mobile community and the ‘Spring Hill College community: Mobilians, sudens, faculty, and administration participate in food, games and enjoy live music from local bands. This event wil be a grea opportunity for “Mobil high schoo! students and ther parents to enjoy an informal and exciting day on campus. “The campus is beautifl inthe spring and this event will encourage the entire Mobile commanity to join inthe college's celebration of tradition. Cee eerie er “(Attendees ‘uel Ga Senerber Atlan Falls | Bako schol pa | [owmencarend Family Picnic | family pienicto follow on Dor Field. {Opes House Parts [curent students and ected eet protesors on | [Pass Weekend ‘Current Students and | Opportunity for | ‘The AveMen Agency a Spring Hil CalegePetes ptr “Ulluminate the Hl” | December Christmas i on campus for | community during the holiday season. ‘community and | Opportunity for current students, _positve traffic on campus during the month of December. ‘Mardi Gras Ball | February/March | Alumni in Mobile and | The first year, event major cities around | willbe held in United States | Formal dinner and | silent auction for college fundrising. “Neighbors of | April ‘Spring Hill College | Outdoor “block party” Spring Hill” Avenue surounding type event including Party community and | food, live musi current students games and activities for cildrea and | adults ‘Tactics: ‘The following are tactics and tangible items the AveMen team have prepared for Spring Hill College to accomplish the goal, meet the objectives and fll he strategy. Recruiters Reorsiter are actualy physsally sont to specifi regions throughout the country to ‘participate in various college firs and events held at local high schools. Sending recruiters to -varots locations enables Spring Hill College to become known and considered among ‘The Avedien Agency “4 Spring Hl Callege‘prospective students and their parents. The recruiters hand out admissions brochures and pplication that prospects can bring home and review with their parents, It also provides an ‘opportunity for students and parents to have the time to actually speak wits a Spring Hill College representative and ask whatever specific questions they might have about the school. Spring Hill College is able to puta ftiendly face and image on the institution, which is erucial to make the college stand out among other schools. The following are tangible promotional tems thet recruiters may bring and distribute o potential stants BrochuresPosters Reeruiters will and out brochures to atendees of college firs. Brochures ae a printed tactic that will give our target publics something tangible to associate with our school. The ‘brochure wll provide a brief overview of our institution, highlighting the positive arsibutes oF a Spring Hill College education and evens the students and parents can allen The brochures snd ‘posters will feature the general theme of the campaign, which rally says what the SpringHill ‘rand and positioning ae. Email List ‘Atte college fais that our recruiters attend, Spring Hill College wil give out business cards with phone nunbers so that parents and potential students can call he Admiss ‘get more information and for answers to specific questions they may have. Recruiters will also havea sign-up sheetio add tothe email ists the college purchases. Once an individual signs up {or the email lst, he o she will receive email updates about campus life, 8 wel s pointers for the college application process, Providing te individual with information and current updates portrays Spring Hill College asa friendly institution that cares and is encouraging in the college search process. ‘Avery fresh and exciting banner has been designed for placement at college fir tables. ‘This banner featuresthe “More Than..." campaign concept, providing the college's positioning ‘and brand in a beaut Ful visual format. First impressions are extremely important and this will create a compelling frst impression, The AveMen Agency 6 Spring Hil Collegeens Recruiters willbe proved pens to give outa the college firs. This offers a way to leave ‘lasting reminder ofthe college with the prospects, ‘Muzs/Water Bones Reeriters will hard ou reusable bottles atthe college firs. Agin, this em great ‘promotional way forthe potential students tobe reminded ofthe college, creating a strong brand ‘and name awareness. These water bottles can also be used at other evens, ineluding campus Tshict T-shirts to be provided for students visitng the college. This isto ensure Spring Hill College is fresh in a prospective student's mind even afl departing fro: the campus. tems Specifally for Alum A small gift basket designed specially for alumni willbe given once a year at Homecoming weekend. Ths will include a “beer koozie" a T-shirt and enewsletter including ‘current events and fundraising opportunities. Media Kis ‘The media kt for Spring ill College will include the five fellowing components presented ina specially designed pocket folder. 1. Pocket Folder ‘The medi kt wil include brochures, pictures, alumni and curen:newsleters, and overall cureat information from the college. 2, Backgrounders Pertinent general biographies for current and updated administration and faculty members willbe provided, ‘The AveMen Agency 46 Spring Hl Callege3. New Releases ‘Pertinent and timely new releases willbe prepared for newsworthy tems events, and people. “This is to be used in order to provide new and current information forthe public. ts purpose is ‘the dissemination of information in eady-to-publish form. 4, Brochure/Newsleter 5, Event Calendir Calendars should include all sporting events, alumni events, Badgerdays, and other timely and newsworthy events. Anevent budget, promotions budget and samples of creative materials for Public Relations and Prometions may be found in this section ofthe plan book. ‘The AveMon Agency a ‘Spring Hil Collegecoos lao osrals | wns | xs coos | ovos| oes wots | anars| is | S| “hos | ooseoe soms| eel | esl el geal al lee coos| ress | ots |_ ewes | votes | cous | cows | eos | oes Loos | ores | ons o = on -oolt$| oowis| nts |_evos| vous | cous| oovs| cous| os | $5 | ovo | coors Bs 2 2 7|F F age a ge 1 ial ¢|i i daipng wong suopepy andmore than golf, PNT an TTR xol KU Tat Tateiate and Family Picnic Septmeber 19, 2015 aol lilac For more information and registration contact us at events@shc.edu CoNias tonnrieles foosackly's it’s a family affair.more than neighbors, Barbecue Face Painting Corn Hole Live Music Pie Contest Arts and Crafts Ni RING HILL 0 = BLOCK PARTY March 9, 2016 s 11 a.m. to3 p.m. fi : d On the Avenue of the Oaks rienas. For more information and registration contact us at events@shc.edu Publix.[oorostors Tseng rroporroner 0 | z ‘ov0ss aE, r ‘00 cots Seo, 0001 Sc0s sof 05" ozs Bone 005 ots ‘003 98 ca wes somog= A ‘0'T oss BL ‘000% sz08 aae fate [00] -s LULU bik Boh UUrt, g 3 Z é 5oo : nek+ Peery Ey ocpireny Cian ies Tn)KR ay Rirelseyie rosy) 79 anbedo PI-yXoye =) CTTUE-S Toye}+ Figleayiolroey0)) P eeMetele) Eye ya Try LolthSZQQSPRING HILL COLLEGE The E-Marketing PlanE-Marketing Plan Situation Analysis Social media i wseful tot for promotion and for creating a solid image for Spring Hill College. Sping il College and its likeness are used on 34 different Facebook pages, seven ‘Twitter sccounts and 10 Instagram accounts, Ths eestes confusion and can dilute the college's brand identity. To eliminate be eliminated, instruct all elubs and organizations tose their accounts o private ~remove the “primary reference” inthe name ofthe account othe college's name and finally to eliminate any conflicting accounts that can take away from the college's official social media accounts. (Example: Spring Hill College Delia Psi Chapter of Lambda Pi Eta changed to Lambda ‘Pi Bia, Delta Psi Chapter with Spring Hill College asthe adress ofthe chapter) is problem, we encourage the college to reques:in-ective accounts Goal Position Spring Hill College in the minds ofits target market and extsish continuity of “brand image” by developing a fully integrated marketing communications campaign that embodies the mission of the college, th perceptions of those who have been part ofits ‘community and strengthen its relationship with its target audiences Objectives ‘© Increase total socal media conversion rates and us itt determine eft on enrollment rates from September 2015- August 2016. ‘+ Increase the cllege’s online influence (likes, follows, engagements, msponse rte) by 50% by August 2016. ‘Increase brand recognition through social media by 50% from September 2015 - August 2016. ‘Reduce the numberof socal media accounts on each platform to three (Facebook, ‘Twitter, Instagram) ‘© Establish guidelines and authority fr all social media content posted by Spring Hill College from September 2015-August 2016. ‘The AveMen Aginey 9 Sprog ill CollegeStrategie Direction The AveMen team proposes a plan that establishes a solid online presence for Spring Hill College through increasing brand recognition, online influence and conversion rates. ‘Why are we communicating? ‘Spring Hill College's online presence is lacking significantly in comparison tits competitors. ‘We recommend uring social media beoause iti relevant means of communicating iret tothe target audiences ina cost effective manner. Social media is also a platfor: which the target audiences use chily. By positioning the college as “available” and “up-to-date” social ‘media will assist in promotional efforts. ‘Target Audience High School seniors, juniors and sophomores, Parents of high school aged youth Guidance Counselors ‘Alumni, donors ad potential donors to the college “Transfer students from junior colleges Regional prospective high school students (subset) Regional Guidance Counselor (subset) Strategies ‘Create awareness of Spring Hill College a5 "More Than..." college through socal ‘media, Intemet, webapp, and website Crete brand recognition of “More Than." campaign andthe college through ‘maintaining a minimum frequency of 12 posts weekly. Produce quality content for social media, Internet, moile app, and website to increase the college's online influence. Use social media conversion rates to determine impact on enrollment rates, alumat donors and parent involvement. ‘The AveMen Agency « Spring Hl College‘+ Use social media as.a research tool to improve future efforts of promotion and ‘communtcaton with arget audiences trough mint pols on, ‘+ Use social media analytes as a means to research target audience online habits. ‘+ Establish official Facebook, Twitter, YouTube and Instagram counts fr Spring Hill College to help solidify the college as aleeder inthe digital realm of communication. ‘+ Position Spring Hill College as “More Than.."a college by using social media, mobile app, e-newsletters, and website o create a comfortable environment for potential students, parents end alumni to engage. + Consolidate social media accounts o reduce diluting the college's brand image oF position. Form guidelines and an authority for socal content and accounts to prevent grammatical rors or conflicts oF interes Tactics ‘Create awarenes through producing relevant content for social media such as student spotlights, blog, video, graphics, ete. ‘Increase online in uence by engaging with followers and potential students ‘© Reduce conflets of interest with the college's name by limiting the numberof official social media accosnts, ‘© Uslze guidelines and authority to ensure social content is engaging and supportv: tothe brand image, ‘What should Internet, social, and mobile media do? Intemet “The “More Than." campaign will eae brand recognition through the Inmet in ‘number of ways. The carapign willbe used in email newsletters, ads onthe website andthe web ‘app. We recommend thatthe college takes fll advantage of these three mediums as they are ng tnese mediums wil position th college as “mobile” or readily availble. Positioning the college in such way will inerease onlin influence, brand recognition and cost-effective. Ut ‘The AveMen Aginey 6 Spring il CllegeSocial Mei Using social media to disseminate the “More Than.." campaign wil set the college ahead ofits competitors ass leader in the digital realm of communication. Social media is a popular ‘medium because its convenient and available at all hours of the day. Social media should be used at Spring Hill College as a too! to communicate, promote and research. Social media should communicate with prospective students. Using social media as « communication to! will allow the college to directly engage ‘with their target audience, Advertsing on socal media wil allow the college to promote on & ‘medium that reachesthe millenials and generation z, who have been raised on digital ‘communication, Socal media shouldbe use as a research too to understand the target audience's habits online, *Bonchmark surveys forthe college should be conducted online annually ‘What isthe challenge? ‘There are 34 Facebook pages, seven Twiter azcounts and 10 Instagram accounts that ‘represent or mention Spring Hil Colleges likeness. To reduce this number and make three ‘official pages we recommend requesting the following: ‘© Allathletic piges shouldbe consolidated to one Facebook page-Spring Hill College ‘Athletics. All athletic teams can be promoted on this page. It will also reduce the isk of ‘unwanted content or messages being disseminated tht could affect the cllege's brand image, We recommend the athletic teams create private groups they wish to communicae to teammate in that manner, +All alumni chapters, clubs, orgeniation,fratemities and sororities should remove the primary reference of Spring Hill College's name and make their pages private ‘© Allstudent ned, Springhillian, Badger TV, Top of the Hil, and Student Government ‘Association should also remove the primary reference of the college's name from their Facebook pages. These pages should remain public as they re a secondary source of, information. ‘+ We recommend the Spring Hill College's Admissions Facebook page and Twitter ‘count be dissolved because ofthe confit of interest for the college's official accounts. ‘The AveMen Agency a ‘Spring Hil College‘This recommendation is supported by the iclevance ofthe admissions accounts since the content posted to these ccounts isthe same as onthe official accounts. This distracts engagement fom the SpringHill College oficial accounts, ‘+ We recommend the collige’s YouTube account be utlized; however, any video or account inking to the college needs to be reviewed and, depending on content, removed. ‘© Werecommend the use of « Mobile app How to use social media for Spring Hil College Facebook + Werecommend izing the college's oficial Fecbook peg es a means o increase ‘rand awareness and recognition of the college through the use ofthe “More Than.” campaign to prospective students, parents and alu, This will be achioved through the se of bogs, graphic content and videos +The Spring Hill College Facebook pages should establish the culture and mission ofthe college a8 well as embrace the "More Than." concep 1+ Prospective students wil use social mea as a means to research possibly tending Spring Hill College; ths, itis proactive to disolve any Facebook accounts that could possibly dilute the college's brand imag ‘+ Werecommend esablsing three offi © Spring Hill Colege ©. Spring Hill College Athletes ©. Spring Hill College Alumni + The reasons pages should be consolidte areas follows: information is repetitive ‘between pages and information on pegs is epttve. Example posting multiple posts @ day shout the same event, Spring Hill College Facebook pages: ‘© A minimum frequency of 12 posts a week should be maintained on Facebook to increase the college's brand recognition end online influence, ‘+ The Spring Hill College Alumni page should be used asa means of disseminating {information about the college and also encouraging donations. + Possible social content for Facebook: student spotlights, blogs, news, alumni features, frequently asked questions trivia questions, graphics, videos, and photography. ‘The AveMon Agency 6 Spring Hil College+ Facebook analytics shouldbe used fo gauge whether or not the content i engaging and targeting the diverse audiences. ‘Twiter ‘+ The "More Than..” concept will be used on Twitter to create brand recognition and ‘online influence of Spring Hill College ‘+ The*More Than.." campaign willbe expressed in graphics, blogs and videos. ‘+ Spring Hill College is lacking an oficial Twitter account; ths needs to be established as soon as possibie. ‘+ We suggest condensing the seven different Spring Hill College accounts to thre because as previously stated, the information posed is repetitive and ean create confusion among prospective students as wel as dilute the college's brand image. ‘+ Establish thee official Spring Hill College accounts: © Spring Hill College © Spring Hill College Athletics © Spring Hil College Alumni ‘+ Use Twitter as an informational medium, which means treat it sa platform to tweet live ‘events, curent news and share local occurrences. ‘+ Twiter isa perfect medium to keep alumni informed about events happening at Spring Hill College as well as encourage them to donate. ‘+ Establish an official hashtag that canbe used on Badger Days, Scholarship Day and other events on campus so that the prospective students can connect back tothe college. + Suggested hashiags: #MoreThan, #SHC, #SpringHillCollege, #SHCBadgers Instagram + Establish an official Spring Hill College Instagram account. + The*More Than.." concept can create brand recognition on Instagram through visuals and short videos. ‘Instagram isa visual medium which makes ita perfect platform to promote the college to prospective students. The AveMen Agency 6 ‘Spring il College‘+ Use the Instagram account post pictures of students on eampus, visitation days and other special events. ‘+ Use hashiags to link students to events. Suggested hashiags: #SHC, #SpringHillColege, WSHCBadgers ‘YouTube ‘+ YouTube can be used to promote the college's commercials, student work and campus, The college noeds to establish and maintain an offical account. # Thecollege needs to reques: any obscene or damaging videos be removed to prevent damaging the brand image of Spring Hill College. Website ‘As the Spring Hill College official website i already established, we recommend two ‘additional items tobe edded: blogs end pols. We recommend two blogs be posted a month, ‘featuring curent students and alumni. These blogs wll “spotlight” diferent students, displaying the diverse range of students at Spring Hill College and everything thatthe school has to offer. ‘The blogs will also spotlight alumni featuring their successes and how Spring Hil College ‘prepared them for their futures. The polls willbe used to conduct research. Lastly, we encourage ‘the website to include a link for alumni and parens to make donations. SHC Mobile App (We recommend Spring Hill College develop a mobile app. As this app willbe most, effective for eurent student, it can also bean effective way to reach out to prospective students ‘once they vist on Badger Days. We suggest promoting to students to download tis app so they can stay informed about Spring Hill College. Newsleter ‘We recommend sending a quarterly e-newsletter to parents. The newsletter will keep parents involved inthe college and update them on current events occurring a the college. This {sa great way to communicate wi parents and to keep them informed on their hil experience. ‘The AveMen Agency 6 Spring Hil ClogsGuidelines for Social Media Posting |. Establish an authority of two people to check and etal posts before the messages are disseminated through the college's social media chanels 2. Plan socal media centent at least a month in advance so thatthe authority has time to review and edit the content, 3. All social media cortent needs 1 be approved before bein posted by the authority, this ‘way there ise responsible party for any unpeasing content. 4. Social media content should represent quality not quantity; this means posting multiple times a day isnot necessary so long asthe content is relevant and consistent with the college's brand 5. Inthe event of breaking news or live rweeting social media managers need to maintain, the college's brand image, which means answering and posting truthful messages. 6. Mainain the colleges brand image on all social media platforms to prevent iserepances, Monitor social media carefully to see what is being said about the college. 7. Avoid redundant posts as this will decrease onl 8, Avoid any confits of interes. 9. Avoid any offensive speech regarding race, gender or age. 10. Avoid poss referencing or applying political afiliston. infuence. ‘The AveMen Apsney 6 ‘Spring Hil CllegeSe Aamioy mein op eens Pro elyExample Social Mesia Posts Facebook: Graphic: Blog header Copy: Spring Hill College students always share thei experiences. ‘After graduating in 1864, two brothers, Nemisio and Ernest Gullot introduced the new passion for America's pastime, baseball, and eventualy created the Havena Baseball Club *#MoreThan Twitter: Graphic: Blog header ‘Copy: Spring Hil Colege students alvays share thelr experiences. *#MoreThan Instagram: Graphic: Pictue of Nemisio Guilt Copy: Spring Hil Colege students always share ther experiences, #MoreThan “Create a billy account, hen paste URL of blog to create a shorter bitin Paste this atthe ‘end of he post for both twitter and Facebook.‘i jore rents) aieSa The Media PlanPLEASE NOTE: A media pani ne ofthe reuiremens in this couse. ‘Since he student agency's cet are usually nom profi orgonzatons, hose organizations generally donot have fading 0 by major media. However its possible o have corporate parners tinder the cos of media advertising or have the media dona time o space. ‘Df the ft hat we are net working with real Bulger. moet major media wil nt ge our students cwront rate and audience data. Our shalents seth Best Information hai avalale to them. The information sed in preparing ths plan may not be the current rate and audience data. "Prin rates were taken rom tormation ratrieveon the Inert from publication websites where avilable. Other print information was estimated fom older markt information retrieved frm rotngresearch companies or fom te media lise. Print information i estimated te errent within "he pat ste mons Outdoor rates and rating information were taken from materials supplied bythe outdoor Industry and shouldbe current to within one yar The information used in formudaing broadcast rate and data for thie plan were taken rom data ‘ht may be wp toto years old. The student agency does not have fan cvalable fo parchae current ‘media rating data, and mast ely on materia tht are donated by the media averting agencies and ‘ing/research companies as samphes, Any broadcast cos (rao and eleiion) in ths plan ey be estimated based on “average cost pe oin per time pered rom Spot Quotation and Daa ne. SAD ‘reports thar may be up too years od. Rati and Television stations ony release avelablies and spot costs to recognized agencies an cliems who willbe making acral purchases. Media Plan Media Goals To raise awareness of Spring Hill College among its target audiences to promote the positioning ofthe college and build brand image + To recruit students and dosors + Tocontinue to strengthen relationships with alumni and parents Media Objectives, ‘To provide u reach of no less than 50% and a frequency of no less than 5 by the end of {he campaign year. ‘Media Rational ‘As private liberal ats college, the ability to advertise effectively is difficult due oa limited advertising budget. Therefore, the media chosen must be extremely cost efesive. The AveMen ‘agency developed 2 media plan tat wil deliver the strategic message and engage the chosen ‘The AveMen Agetey n Spring Hill Collegetarget audiences, The media vehicles that we have chosen are designed to save cost and ‘maximize target reach and frequency. ‘Membership inthe Mobile Area Chamber of Commerce Since Spring Hill College's a member organization ofthe Mobile Area Chamber of Commerce, we recommend taking advantage ofthe Chamber's print and email publications, as ‘el asthe evens promoted and sponsored by the Chamber. We also recommend tat the college invite the Chamber to become a sponsor or partner on Spring Hill events. Inemmet & Social Media The use of socal media will significantly increase Spring Hill College's potential in reaching its diverse target audience (students, alumni, perens, and community). ‘As a result of Spring Hill College not having a big tft, tis crucial forthe quality of the posts tobe consistent and of quali content. Fseshook ‘The agency recommends that Facebook be one ofthe mainstays in the social media category. According to secondary research, having the ability to target and have CPM paid advertising is an effective and efficient way to advertise. (hitps/enlighenme.comtop-10- ‘beneits-of-advetsing-on-facebool/}) Prime reading ime for Facebook posts is 12:00 noon, Facebook isa very popular source for audience members to reieve information and ‘news and will help Spring Hill Clee gain and engage a wide and diverse audience. ‘Recommended Schedule (StudentsParenis): Atleasttwice a day Promoted Post Cos: $10/Month, $120°¥ear Publication schedule: post between 8pm and 7am. Recommended Schedule humai: Atleast once per day Promoted Post Cost: $5/Month, $60/Yesr Publication schedule: pos: between Tam “The AveMen Agency a Spring Hil College‘Advertisemens- $10 aday fora year ltematng prospective students, parents and alumni Cos $3,650 Twitter “Twitter is also a very popular social mea resource to use in order to get more information ‘ou to followers and for resching younger demographic audiences (Millennials, Generation Z) ‘The agency recommends using Twitter to tweet facts, statistics, events, and success stories about Spring Hill College. ‘Twitter’s effectiveness can be measured bythe following factors: 1. Tracking the numberof followers 2, Tracking the numberof Re-tweets which indicates the amount of views a panicular tweet is receiving 3. Monitoring and taking into account how many times other Twiter users mention Spring Hill College ‘Recommended Schedule: Atleast two tweets perday between 8am and 8 pm Cost: $0 Recommended Schedule (Students/Parents): (One tweet per dey between 7am and 9am Cost: $0 Recommended Schedule (Alum: ‘Maximum of three tweets per day between 7 am and 8 pm Cost: $0 ‘The AveMen Agency ™ ‘Spring Mil CollegeEmaille- News ‘We recommend tht Spring Hill College conduct a consistency audit to exsure emails have a similar language and graphical elements. Spring Hill College may use Email inform the parents of current stents alumni, and donors of events and campus life. Aditionaly, it would ‘be advantageous for Spring Hill College to continue its admission marketing efforts. The admissions office shosld continue to research and conduct facus groups to ensure the effectiveness ofits emails and print media. Inlude the opportunity to sign up oro opt out of ‘Spring Hill College's e-newsletters. Current esearch en Email shows: ‘+ When asked to opt-in to receive updates ffom a company, only 10% elected to do so through Facebook, while 90% chose to receive email newsletter. (Source: Nelsen Norman Group) + 41% of emilsare opened on a mobile device. (Source: Campaign Meriter) You are 6x met likely to get aclickthrough ftom an email eampsige than you are from ‘tweet. (Souree: Campaign Monitor) Recommended Scredule E-Newsletersvinormation update: Publications schedule: Quarterly (e-newsletter) Monthly (update & calendar) Cos $0 YouTube ‘Videos created by The AveMen team and videos erated by Badger TV should be posted on YouTube when avatloble. Quality ofthe videos shouldbe a primary concer. Recommended Schedule: Publication Schedule: When new videos are available they should be uploaded Cost: $0 ‘The AveMen Agency 8 Spring Hi CollegeYouTube Advertsing In Slate Advertisement isa video ad that shows up in suggested videos beside the selection @ person may be watching. Recommended Schedule: 10 times per month Cost: $10 per video ad, $106 dollars a month, $1,200 per year Ou-ot-home Me ‘Through the use of billbourds and posters in targeted large reached cites, Spring Hill (College can increas its frequency with core-demographic cites. Donations of such advertisement wil be neatly essetial due to the high cost involved with outdoor print. Lamar advertising is known for its community outreach and dedication to non-profit organizations. A joint-venture with Lamar and ancther corporation would bean ideal solution. Whereas the Sponsor would be acknowledged forts contribution. Recommended Schedule ‘August, March, April (Top 3 recruiting markets) (Cost Billboard: $1,200 per bilboard, 3 billboards, $3,600 per year ‘Newspapers & Magazines ‘The agency recommends asing print publications o expand the reach of your advertising ‘campaign. One of the problems the college's representatives noted was that Spring Hill College ‘wasn't widely known ("best kept secret” syndrome). To expand reach, advertising must be placed in some traditional medi that reach target audiences beyond the media the schoo! has been using. Catholic Advertsing Network 170 newspapers in U.S. & Canada Rate per column inch pernewspaper: $10 ‘Recommended Schedule (5 major cites, 10 inch ad {2 co. X 5 in, 3 times per year) Cost: $1,500 ‘The AveMen Agney 16 Spring Mi Callege‘Soutiem Living Magazine Base Circulation: 100,000 113 page color: $8,990 Dinest Mail From media research, the AveMen agency believes that it would be inthe best interest of the college 1 continue to use direct mail (973% of US. consumers and 6796 of Canadian consumers said that they prefer det mai for brand communications Because they can read the Information their convenience. Source: Epilon's 2013 Charme! Preference Study) Radi Another way to mise awareness about Spring Hill College to prospective families in ‘Alabama is through Alabama Public Radio. Below are demographics from 2013 Arbitron studies ‘of Public Radio audiences: ‘54% men, 46% women 67% aged 25 10 54 ‘58 %college depreed orbeyond 28% graduate schoo! 49% HIT $75,000+ ‘Average HI: $85,675 (64% married, 22% single 28% professional 16% manogerial ‘57% view job asa Yereer” Recommended Schedule: 10 spots per week Monday - Friday Run of Station schedule 6am —10 pm {$320 per week, $1,280 per month, $3,840 for3 month College Web-search Platforms Improving and updating information on key college search platforms will help Spring Hill College havea better web reputation, Websites such as- + hnpajeunetedw 1 hnpssiwwcappex com ‘+ upsworw petersons.com/ollege-search.aspx ‘+ hpsieotleges niche.com/search! ‘The AvoMen Agency n Spring Hill CollegeMarket Friends ofthe college can help promote the college to affiliates and family. Have more ‘community centered events. Ideas suchas the trails, Mirror Lake, Disk Golf, etc. can help to bring more ofthe conmunity into and engaged with Spring Hill College Media Budget: eda Coat Facebook Promoted Posis 180.00 Facebook Advertsing 355005 ‘YouTube Advertising 1,200.00 Billboards 3,500.00 Cathal Adversing Nebwork 150000 Souther Living 9,990.00 “Alabama Public Radio F000 Total Media Costs 323,960.00 | “The AveMen Agency 8 Spring Hill Collegeee Campaign Budget‘Campaign Budget ‘The AveMen team believes that some ofthe printed materials thet are produced by the college could be comined for dual use or eliminated entirely. The efecive use of email should help alleviate large costs of printing and some materials could be produced on CD, which would also cut some ofthe costs of piating, freeing up money for media purchases. We do not, however, believe the college should cu the Spring Hill Magazine or the President's Annual Report, Recruiting packages and other materials used in promoting the collegeto high school students could be produced on CDs, which are ess costly than multi-page or de cut material Total Production print ads, audio ads, video ads, 00.00 Print Materials- Tnsitations, Posters, Flyers, Banner 3380.00 Public Relations ~ Media Kit Folder 3,750.00 Public Relations ~ Events 00.00 +*Print budget doesnot include Spring Hill Magazine or recruiting materials ‘Media budget doesnot include cost of direct mail already being done by college. ‘The total budget for 2015-2016 is $110,000. The budget for this plan is $38,060.00. SpringHill College will have $71,940.00 to purchase a direct mail ist produce mail pies, the Magazine, ‘the Presidents Annual Report and other print items that have been use inthe past. ‘The AveMen Agency a Speng Hill CollegeS SPRING HILL Appendices