Season 57

Marketing Plan

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TABLE OF CONTENTS
3

Studio One marketing team biographies

Executive Summary | Theme, Team Dynamic & Focus

Product review | program

-Telecast market review

Product review | internship

-Alumni

10

Target audience | UND community & Grand Forks community

12

SWOT analysis
Internship
-Strengths
-Weaknesses
-Opportunities
-Threats

16

Program

-Strengths
-Weaknesses
-Opportunities
-Threats

20

Goals and strategies

-Recruitment goals
-Social Media goals
-Internal goals

25

Action plan calendar

29

Budget

30

Evaluation

STUDIO ONE MARKETING TEAM BIOGRAPHIES

LINDSEY ANDERSON

CAMERON CAMPBELL

Lindsey Anderson is in her first semester at Studio

One on the marketing team. She is a junior
majoring in marketing and minoring in international
business. She is in charge of giving studio tours on
show day. Lindsey graduated from Shakopee High
School in Minnesota and came to UND because of
family ties. She is a member of Alpha Phi and is on
the executive Greek Council.

Cameron Campbell is currently in his first semester

at Studio One on the marketing team. He helps
from promoting Studio One on large and small
scales to doing simple things such as giving tours
around the studio and helping manage the many
different social media accounts. Cameron is a junior
at the University of North Dakota majoring in
communication. After he graduates he hopes to
obtain a job at 89.3 The Current in the Twin Cities.

Tour Guide

Tour Guide

When she isnt at Studio One, Lindsey is busy with

her two jobs, Stomping Grounds and Ruby
Tuesday. Lindsey is looking forward to working
with the Studio One marketing interns to make sure
that we have the most productive season yet!

-3-

In his spare time Cameron works as a barista at the

UND bookstore. He enjoys watching science
fiction shows such as Doctor Who and Star
Trek. Over breaks he plays in a band called Colin
Campbell & The Shackletons which consists of
two of his five brothers.

ASHLEY CARLSON

TANJA EISENSCHMID

Ashley Carlson is in her second semester at Studio

One on the marketing team. This semester she is
the HTML editor on the digital communication
team and assists on other projects. Ashley is a
senior at the University of North Dakota majoring
in communication with minors in nutrition and
leadership. She also interns at the Alerus Center in
the marketing and sales department, assisting in
event planning. After she graduates she hopes to
work at an event venue or in public health.

Tanja Eisenschmid is in her second semester at

Studio One. She is majoring in communications,
and minoring in leadership. Tanja is from a small
town close to the Austrian border called
Kaufbeuren in Germany. She graduated from a high
school called Fachoberschule in Kaufbeuren in
2012, and then moved to Grand Forks to attend the
University of North Dakota.

Digital Communications Team

Digital Communications Team

In her free time Ashley enjoys running, biking, and

taking care of her dog, Daisy.

Tanja spends most of her time with the UND

womens hockey team at the Ralph Engelstad Arena
preparing for games on the weekends. She was part
of the 2014 German Olympic Team, and
represented her country in Sochi, Russia. Tanja is
really passionate about hockey, and would like to
bring new and different ideas to the marketing
team.
After UND, Tanja would like to move back to
Germany, get her masters degree in
communication management, and continue playing
hockey to attend her second Olympics in South
Korea in 2018.

-4-

BEN KOOP

KELSEY ERICKSON
Digital Communications Team

Green Room Attendant

Kelsey Erickson is in her third semester of Studio

One on the marketing team. Her responsibilities
include the digital communications team, capturing
the video segments for the website, and other
graphics for the marketing team. She is a senior at
the University of North Dakota, majoring in
graphic design technology with a minor in
communication. She will also be receiving an
Entrepreneurship Certificate. After graduation she
hopes to work at an ad agency doing marketing and
web design.

Ben is a junior at the University of North Dakota

and in his first semester with Studio One. He is a
green room attendant on show day, and also helps
out with various marketing team duties throughout
the week. Ben is also a member of Sigma Nu
Fraternity, and he looks forward to bringing the
knowledge he has gained from Sigma Nu and
putting it to use at Studio One.

Kelsey also interns at Retrax where she helps with

marketing and graphic design. In her spare time she
loves to draw, do crafts, and spend time with
friends. Her favorite TV show is The Office.

-5-

In his spare time, Ben likes to fish, hunt, watch

football, and listen to country music. When the
Sigma Nu house is open later this semester, you will
see him playing catch and playing music in the front
yard, and is happy to talk with anybody who walks
by!

MADISON MOEN

MARISA SORENSEN

Madison is in her first semester at Studio One and

is on the marketing team. She is responsible for
audience development, writing the internal and enewsletters, as well as writing press releases. She
works in the green room on show days, works with
social media, and helps with promotion materials
for Studio One.

This is Marisa's fifth semester at Studio One.

Previously, she worked on the news team as a video
journalist. This is her third year at UND and she
plans on graduating in May 2017 with a degree in
communication and minors in sign language and
ethics.

Digital Communications Team

Green Room Attendant

Marisa likes to be involved on campus. She is

involved in her sorority, Alpha Chi Omega, and
Madison is involved in her sorority, Kappa Delta,
and serves as her sororitys Vice President of Public loves to spend time with her sisters as well as other
Relations. She is an avid singer and used to compete Greek members. She hopes to make a difference
in the Miss North Dakota Teen USA state pageants. with whichever career path she chooses and make
an impact on the environment and the community.
In her free time she loves to drink coffee and play
her guitar.
In her free time, Marisa enjoys hanging out with
friends, volunteering, playing with her puppy and
watching the TV show "How I Met Your Mother".

-6-

EXECUTIVE SUMMARY
THEME

In our 57th season of Studio One we decided our theme should be past, present, and future.
Our past is going to focus on our alumni and the networking and connections that can be
made. Our present is focusing on our current interns and the new things we can teach them
this semester, and internal events to increase morale. The future focuses recruiting strong
applicants for next semester.

TEAM DYNAMIC

Our team is balanced out with four returning members and four new members. Even
though our team leader dropped out right before the semester, the eight of us are
determined to make this semester the most successful one yet. Not having a team leader
gives everyone else on the team an opportunity to step up and be leaders. Our new members
have a lot of great ideas to bring to the marketing plan and the returning interns have a lot of
experience to build off of. Six of our eight interns are members of Greek life, and over the
years we have been targeting Greek students. This shows that we've succeeded and can
continue to recruit more by word of mouth. Madison Moen is a member of a new sorority
on campus, so she has a different point of view on Greek life than the others, and can use
her fresh ideas at Studio One. Tanja Eisenschmid is a student athlete, and she contributes a
lot to recruiting students who are student athletes as well. Kelsey Erickson and Ashley
Carlson both have other internships in town. All of our team members are creative and
we've come up with some great new ideas this semester.

FOCUS

This semester our focus goes along with our theme, past, present, and future. We want to
focus on connecting our interns with alumni for potential job opportunities or advice. Each
intern will get to write an e-newsletter that features an alumni. We also want to focus on
giving our interns something new, especially if they've been here more than one semester.
Instead of everyone having the same job all semester, we're rotating every two weeks so that
everyone gets a chance to learn everything. Our focus for the future theme is having a great
recruitment season. We have a lot of new ideas to bring in potential interns. We're going for
quality over quantity.

-7-

PRODUCT REVIEW: PROGRAM

Studio One is a live television production put together by student interns with the help of trained staff
at the University of North Dakota. The show is a half-hour long weekly news program. It features
stories on news, weather, sports, soft features, and an in-house guest segment. Studio One plays
across North Dakota and other parts of the United States and in southern Manitoba, and can also be
viewed worldwide when each weekly show is posted online. The show has received 707 regional and
national awards since its beginning in 1987.

TELECAST MARKET

Studio One is telecast live at 5 p.m. on Thursdays during the fall and spring semesters on Grand Forks
Cable Channel 3. It is repeated several times during the week in Grand Forks and select
communities in North Dakota, eastern Minnesota, Colorado and southern Manitoba. More than 4
million television households have access to Studio One.

-8-

PRODUCT REVIEW: INTERNSHIP

Studio One offers students at the University of North Dakota an opportunity to gain hands-on
experience in a professional environment. While the program itself is focused on television
production and broadcasting, students can also gain experience in a variety of other fields. This
includes marketing, atmospheric sciences, graphic design, and more. Interns are encouraged to be
professional, produce quality work, communicate with others, and work as a team to accomplish
their goals. While Studio One is an unpaid internship, students are able to participate in the program
for college credits within their field of study at UND. Other interns choose to volunteer for the
program as well. The internship does offer one scholarship each semester to current interns.
There are five teams at Studio One, each with its own unique set of challenges and opportunities.
With marketing, news, weather, production, and graphics, each team is essential in producing the
quality news program that Studio One is known for. The weekly shows require teamwork,
communication, and professionalism from the interns to produce a high quality show. This gives
them real world experience and teaches skills such as time management and cooperation. In an
internal survey, current students described Studio One as professional, beneficial, and valuable.
Interns feel that the skills, knowledge, and hands-on experience they acquire from Studio One will
help prepare them for their career goals.

Alumni
Studio One prides itself on its expansive alumni community. With over 800 alumni across the
country, Studio One makes keeping in touch a priority by having an alumni database located on our
website. This makes it easy to contact alumni. Studio One uses social media to stay better connected
with alumni.
The Studio One alumni community also presents interns with an opportunity to network in a variety
of fields. The 2015 Midwest Journalism Conference in Bloomington, Minnesota allowed interns to
meet UND and Studio One alumni, and tour major employers in the Twin Cities area. Also, the
Fargo business day tour allowed interns to meet alumni in the area. Studio One interns are preparing
for a variety of jobs, not just television. With such a large alumni community, interns have the ability
to connect and network with alumni in many different fields.

-9-

TARGET AUDIENCE
There are two primary targets within Grand Forks that we aim to reach:
1. The UND community, which is made up of students that can be recruited to join our
internship program and come to a live show.
2. The Grand Forks community, which is made of various age groups. We want to promote
viewing our show as well as being a part of our live audience.

TARGET AUDIENCE | UND COMMUNITY

Our target audience in the UND community consist mainly of freshmen and sophomores who are
majoring in communication, atmospheric sciences, marketing, or graphics. This audience could be
interested in becoming active with organizations on campus that corresponds with their major. In
addition to these students applying to be interns at Studio One, we also hope they will be potential
audience members at our upcoming shows. By learning about the internship Studio One has to
offer, they may come to a show and experience a live production themselves.
Last semester we sent out a survey to current Studio One interns. They are the quality UND
students we seek to attract as applicants, and we wanted to hear their thoughts and first impressions
of Studio One.
Results from Qualtrics Survey:
Why did you choose Studio One over other internships:
o I heard about it so much affiliated with UND I heard good things about it
before applying.
o I chose Studio One because its a great start to building a career. It is only nice to
still have relations back to the University of North Dakota.
o Studio One really appealed to me because its on campus. Also, youre working with
other college students so its a great way to network and become more involved on
campus.
o Staff. They are so involved with their students. They love their jobs and I get to
work in an awesome atmosphere!
o I chose Studio One because from the first time I heard about it I thought it was
something I would be interested in and it would help me gain professional
experience while still in school.
What was your first impression of Studio One on campus?
o Intimidating, but I was always curious to learn more about it.
o Really fun atmosphere but also serious. Could tell that everyone loves what they are
doing.
o I thought of it as very professional, which was almost intimidating. I didnt think I
would be able to do it while playing hockey, but it turned out to be the best
internship that I couldve done here at UND.

-10-

o I always thought it seemed like a good experience but it took me a while to finally
apply.
o Fun, yet professional.
o Professional, nice facility.

TARGET AUDIENCE | GRAND FORKS COMMUNITY

Our target audience in the Grand Forks community consists largely of college and high school
students. This audience could be regular viewers of Studio One on television, or those who want to
see how a live production is done. In addition to filling our audience, students in the Grand Forks
community are important because they could potentially become interns. If they see the behind the
scenes action of putting a Studio One show together, they might become more interested in UND
and Studio One.

-11-

SWOT ANALYSIS

The marketing team worked in groups to develop a cohesive SWOT analysis. Looking at the
positive and negative aspects of the program helped the team develop goals and strategies for the
season. The marketing team looked at external and internal survey information to help define points
in the analysis.

INTERNSHIP
Strengths

A strength is an internal factor that benefits the internship/program.

Prepares you for professional life

o Interns learn how to effectively work together with their peers and staff members on
a very professional basis.

Builds confidence
o With former interns at Studio One, the internship allows students to make
connections within the industry.

Professional Atmosphere
o Studio One gives students opportunities to learn in every aspect of the behind the
scenes of a television program.

Interns help each other out

o Studio One enables interns and staff to not only work together in a work aspect, but
also in a fun environment to build stronger relationships.

Donuts
o Studio One provides great refreshments! Also, this contributes to the overall morale
of team meetings.

Increase in public speaking skills

o Due to the hands-on experience at Studio One, students learn responsibility, and
therefore improve their self-esteem and confidence to speak in front of others.

Scholarship
o Each semester, there is a scholarship offered to Studio One students.

Academic Credit
o Studio One offers University of North Dakota credit for the internships that are
offered.

Networking
o With former interns at Studio One, the internship allows students to make
connections within the industry.

Recognition of Excellence
o This award is a confidence booster for interns and looks good for potential
employers.
-12-

Hands-on experience
o Studio One is a real life television show and has all of the technology to produce
everything that a television show would need. All interns get a hands-on experience
with their department and learn with the tools they need to succeed.

You can make mistakes but never fail

o Knowing that interns are allowed to make mistakes but not fail makes it possible for
them to unfold themselves and to fully develop their skills.

Open to all majors

o Studio One accepts all majors because of its many different departments, such as
Graphic Design, Marketing, Weather, News and Production.

Fast-paced, fun environment

o Studio One is constantly growing and changing with each season, and this creates a
fast-paced, fun environment to work in.

Staff guidance
o The internship has responsibilities and Studio One is open to interns 24/7 to be sure
that these tasks get accomplished.

24/7 access to the building

o The new software enables Studio One interns to write scripts from home rather than
having to rely on the devices at the facility.

On-campus
o Studio One is located on campus, which makes it very accessible to students; it is an
easy walk or drive.

Weaknesses

The weaknesses provided in a SWOT analysis are qualities that prevent organizations from
accomplishing their full potential, goals or objectives. To be a weakness the quality can be controlled
by the organization.

Unpaid
o Due to a limited budget, Studio One is not able to pay their interns.

Repetition
o Because of graduation or scheduling conflicts, Studio One sees interns come and
go which makes it somewhat frustrating for past interns because of the teaching
of new interns; the schedule becomes repetitive each semester.

1 credit for marketing team

o Even though credits are given to interns, the marketing team only gets one
credit, which requires them to enroll in another class.

Scheduling conflict
o Studio One has many different meeting times and sometimes working them all
into ones schedule can be difficult.
-13-

Story ideas can be hard to come up with for college students

o Coming up with story lines that do not only appeal to UND students, but also a
national audience can be hard.

Limited number of spots

o Every semester, Studio One is only able to accept a limited amount of students
for any department in the internship.

Separation of teams
o Getting to know each intern from all of the separate teams can be hard because
the teams do not always work hand-in-hand to accomplish their assigned tasks.

Opportunities

An opportunity is defined as an external element that an organization does not have control over
but can have a positive impact on the program.

Alumni network (Grand Forks, Fargo, Minneapolis/St. Paul, and beyond)

o Studio One has 57 seasons worth of interns. We want to take the time to invite these
interns back and rebuild those connections. This could help better Studio One,
reconnect the old interns, and allow the present interns to create networking bridges.

Minneapolis Business Tour Trip

o Studio One interns are encouraged to take a road trip to the Twin Cities to explore
and tour potential work areas. This tour helps interns create many different
connections within the Twin Cities area, and also connect with UND alumni.

Dakota Student reduction

o The Dakota Student shrunk from 12 pages to 8 pages this fall, due in part to lack of
ad revenue. This meant a decrease in staff. Although they recently started a rebound,
the lack of stability may attract communication students to Studio One istead.

Staff/Faculty support
o Every member of Studio One comes into to contact with either some part of faculty
and staff every day. If everyone pushes the Studio One name, we are sure to get
more in class announcements, a rise in applicants, and more publicity.

Student involvement
o With many different student involvement groups on the University of North Dakota
campus, Studio One should focus some of their recruitment and publicity efforts at
these groups. Everyone involved in the groups are students and the vast majority of
them will most likely be looking to get involved and possibly for a fun internship.

Friendships
o Interns are encouraged to reach out to their friends to be audience members for the
live show and potential applicants.

-14-

Admissions
o Studio One wants to partner with UND admissions to reach out to potential UND
students who stay at the Hilton as it is easily accessible to our studio. We could also
advertise for Studio One in the Welcome Weekend packet. Wed also like to offer
the option of including Studio One on potential students tours. They could be
invited to a live show and maybe it will impact there decision to come to UND!

Threats

A threat is defined as an external issue that an organization does not have control over.

Other UND college internships (Comm, Arts & Sciences, UND Online, Alumni, Dean
of Students, Engineering, Athletics, UPA)
o On campus internships are a big thing to UND students. Many do not have a
reliable form of transportation to count on and a busy schedule during the week,
making on-campus internships desirable. However, many colleges and
departments are offering paid internships, creating competition for Studio One.

Location
o Most interns have no idea where Studio One is before they interview. Skalicky
Tech Incubator signage is not obvious to a newcomer. We are also located across
a busy road, which cuts off campus. Many people dont even know the UND
campus extends beyond 42nd.

Parking Services
o Sometimes it is hard to find a place to park without walking a long ways or
having parking services ticket your vehicle.

Budget
o UND is under budget cuts, and this trickles down to affect Studio One.
However, the marketing team is resourceful and a small budget doesnt scare us.

Other Paid Internships

o Studio One does not pay their interns. Other paying internships may hurt our
chances of getting more applicants.

Train
o Studio One is located right between the DeMers and 42nd and 42nd and
University train crossings. Many times the train will cause interns, staff or
audience members to be late.

-15-

PROGRAM
Strengths

Student Cast and Crew

o The show is produced by a team of UND college students who hold all the
cast and crew positions.

Guest Appearances
o Guest appearances are vital for our program because our guest is usually a
well-known figure in the community or has something diverse about them
that will get Studio One recognition.

Audience Experience
o Audience members are given a tour of Studio One before the show which
allows them to experience the positive and lively atmosphere. We make our
guests feel comfortable and give them a chance to be on camera and win
various prizes.

National Appeal
o Every week we broadcast into six different states, one Canadian province and
17 different cities, as well as posting our stories online.

Your Thoughts
o This allows Studio One to get involved within the community, asking people
around Grand Forks what they think about different issues or events.

Update website within the hour

o Stories are posted on our website, YouTube, and Vimeo within an hour of
the live broadcast.

Professional
o Everything at Studio One is done with the highest quality, giving interns
experience they wouldnt normally expect to get out of a college level
internship.

Weaknesses

Website
o Our website should be updated in order to have a more modern look and to
be more efficient for our users.

Limited Content
o We cover national stories which may not be of interest to reporters and
UND students that are only interested in local news.

-16-

Not True HD
o Although our program has had major updates, we are still not fully
telecasting in HD.

Time of Live Show

o With our tour beginning at 4:30pm on Thursdays, our audience members
may consider this an inconvenient time to make it to our show.

Lack of Appeal to Students

o College students today dont watch the news in this format, but students are
the demographic that we are trying to connect with; in terms of recruiting for
interns and potential applicants for UND.

Outdated Set
o The set was last updated in 1997, and needs a new look. However, the
budget gets in the way of that.

Outdated Logo
The logo is over 20 years old, and does not have a modern look. Many
companies rebrand after a certain number of years and it may be time for
Studio One to begin this process.
Here are some examples of other companies who have successfully updated their
logo, while keeping the same branding of the company:

Opportunities

Kelsey Erickson
o This semester, the marketing team has a graphic designer to work on designs,
posters, etc. specifically for marketing purposes.

The Hilton Garden Inn (Hotels on 42nd)

o Providing brochures for guests at the Hilton Garden Inn could increase the
awareness of our program. It could allow visitors the opportunity to view the
show while staying at the hotel, and inform the guests about taking studio
tours.

-17-

Social Media
o We have the opportunity to put our stories out on social media to give more
viewers the chance to see our segments. Adding a new social media,
Periscope, to our marketing efforts will give people a fun way to see what we
are up to.

Individual Stories for the Website

o We are also going to be posting our video segments on our website to get the
chance to reach more viewers as well.

Election year
o This year, the news team will have to opportunity to cover stories regarding
the 2016 presidential election. These stories have the capability to connect
not only with the greater Grand Forks community and the University of
North Dakota, but with other regions Studio One broadcasts to.

Area high schools

o Contacting area high schools gives Studio One the opportunity for a more
diverse audience and informs high school students about opportunities at the
University of North Dakota.

UND Student Organizations

o We can increase our outreach with different student organizations to gather
support and gain interest in our internships, studio tours, and live
performances.

Grand Forks Senior Center

o Contacting local senior citizens can help increase interest in studio tours and
show days.

UND News
o We can push our content to UND News to help us get our news out to our
audience.

Diversity of story ideas

o Stories produced by interns help keep up diversity in shows and keep interest
of audience members.
UPC Calendar
o Putting show days on the UPC calendar will help inform students and faculty
about Studio One show days and tours.

Underwriter departments - fliers to come to our show

o Having fliers to advertise our show helps with outreach to audience members
at UND and in the Grand Forks community.

-18-

New interim UND President

o Receiving support from the new interim President will help gain support
from the UND community and help with the promotion of Studio One.

New staff and faculty on campus

o Receiving the support of new staff and faculty members at UND will help
with Studio One promotions and gain interest from future audience
members.

Threats

Inability to monitor viewers

o We are unable to monitor the number of people who view our show each
week. This prevents us from setting rating goals and attracting underwriters.

Parking
o The parking lots near the building require campus parking passes. If a guest
or audience member does not have a parking pass, it may be hard for them
to find a spot to park.

Location
o Were farther away from central campus and it may be hard for people to
find.

Weather
o During the winter months, conditions might make it difficult for people to
attend our show or for interns to get to the studio.

Time of tour
o The time of the tour is at 4:30pm. People attending the show may just be
getting off work or done with class and not make it in time for the tour.

Construction
o The construction on the north side of Skalicky decreases parking and another
entrance for interns and guests that attend the show.

Lack of support from UND administration

o Lack of support from the UND administration decreases the chance in
audience members every week, as well as viewers.

-19-

GOALS AND STRATEGIES

The marketing team developed goals for the spring 2016 semester. Goals are quantifiable
objectives that can be evaluated at the end of the semester. Strategies are ways the marketing
team will work to complete the goal.

RECRUITMENT GOALS

60 applicants: 20 internal, 40 external

Classroom presentations
20 Classroom presentations
Broad range of 100 to 400 level classes
Emphasis on classes with professors who support Studio One
Highlight the strengths and opportunities of the program and internship
Booths
6 booths- 1 Squires, 1 OKelly, 2 Memorial Union, 1 Odegard, and 1 Wilkerson
O Kelly booth will include coffee/cider
Squires, Odegard, and Wilkerson booth will include prize wheel
Union will have bean bag toss
Advertisements
The following will be used as ways to attract new interns and audience members
o Table tents*
Squires
Terrace
Wilkerson

*Changes were just made in the Dining Services table tent policy. They are now able to stay up
for one whole week.

o Posters will be placed in buildings around campus to promote internship

awareness of Studio One
50 posters on campus
2 waves of 25
February 25 and March 3
Studio One interns by day, _________ by night (building on last
semesters theme)
Radio Promotion
XL 93
o February 18 (recruitment)
o March 8 (recruitment)
o April 7 (audience development)

-20-

List Serv Announcements

A list serve announcement will be sent to the following departments to increase the
students awareness of the internship availability
o Business
o Communication
o Atmospheric Sciences
Nomination forms
Interns will nominate students that will be good for the internships
5 internal points for nomination forms
T-shirt Days
February 24
March 8
Buttons
To be displayed on Studio One interns backpacks

SOCIAL MEDIA GOALS

Facebook
The marketing team will post stories and try to reach out to more students.
Encourage interns to update their work section on Facebook to show they are an
intern at Studio One
Encourage interns to share Studio One posts and stories
Share articles and posters
o Current: 1,263 likes
o Goal: 1,500 likes
Twitter
The marketing team will tweet appropriate stories and tag appropriate Twitter accounts
keeping followers up to date as to what Studio One is doing.
Retweet contests/tweeting contests for a chance to win prizes at our booths.
o Current: 585 followers
o Goal: 625 followers
Instagram
Studio One will utilize Instagram as another form of social media to raise awareness of
semester happenings.
Encourage interns to tag @StudioOneUND or use the hashtag #StudioOneUND in
their pictures they post on Instagram.
o Current: 153 followers
o Goal: 175 followers
Periscope
The marketing team will explore this new social media source this semester to help
connect viewers to Studio One.
-21-

YouTube
This semester Studio One will be posting videos to Vimeo and YouTube, but will
focus on YouTube views.
o Currently 166,850 views
o Goal 175,000
Odyssey
The marketing team will be exploring this social content platform that serves as a place
where millennial voices are heard. We will utilize this to get the word out about Studio
One.
SOCIAL MEDIA WEEKLY CALENDAR
Monday

Tuesday

SOCIAL MEDIA

IDEA

SOCIAL MEDIA

IDEA

FACEBOOK

Create show event, post about coming

to our show

FACEBOOK

Memes/posters

INSTAGRAM

Motivation Monday

INSTAGRAM

Meet the cast and crew: Bios of

interns with headshots

TWITTER

PERISCOPE

Polls

Ask the intern

TWITTER

PERISCOPE

Wednesday

Reply to tweets, Classic Joke

Tuesday

Thursday

SOCIAL MEDIA

IDEA

SOCIAL MEDIA

IDEA

FACEBOOK

Teases for show

FACEBOOK

SHOW DAY! (anything)

INSTAGRAM

Series of why interns applied for

Studio One

INSTAGRAM

#TBT

TWITTER

PERISCOPE

#tweetyourseat

TWITTER

PERISCOPE

Friday
SOCIAL MEDIA
FACEBOOK
TWITTER

INSTAGRAM
PERISCOPE

IDEA
Post stories (scheduled)

Tweet stories, wish good luck to

athletic teams
ROE recipient

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#tweetyourseat
SHOW DAY

ANALYTICS

This semester Studio One will be keeping track of the analytics between our various social
media outlets to keep track of various things such as engagement on posts, videos and
pictures. We do not have specific goals associated with them, but will be monitoring our social
media and website analytics for each post.
Facebook Analytics
Goal: Reach 500 per post
Goal: Link/Video Engagement: 50
Pictures
o Goal: Likes 30 per post
o Engagement: 200
Twitter Analytics
Goal: 250 impressions per tweet
Blogger Analytics
Goal: 150 views per post
Goal: 10 total blog posts this semester

INTERNAL GOALS

Audience development goals

12 audience members per show
We are updating the tour script, hoping to liven up the audience experience. We also
have some new ideas for audience members like the senior citizen center, student
ambassadors, UND Admissions, and underwriters. Our goal is to have an average of
12 people attend every one of our live shows.
Community service
The Big Event
o Saturday, April 30
Internal newsletters
Beyond the Headlines will enable us to create a personal atmosphere that will
strengthen our different teams work, and their relationships.
E-news letters
10 e-news letters will be distributed and put on our website this semester to inform
and give tips on different topics.
Minneapolis Business Tour Day
With the Minneapolis business tour day on April 15, we are planning on giving the
interns the opportunity to make connections, network, and get them introduced to a
possible future work place. Also, we will have a Studio One alumni dinner.

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End of Season Potluck

The End of the Season Potluck will include games, food, and different events to
celebrate another season of Studio One, get the interns to connect, and finish off the
semester.
Studio One branding and identity guidelines
Kelsey Erickson and Stephanie Flyger are working on a Studio One branding
handbook and design guidelines. This will include font choice, color scheme, design
look, and logo usage. Example:

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-25-

15

14

MONDAY

29

28

Coee Sleeves
Table Tents

22

21

Coee Sleeves
Table Tents

SUNDAY

Poster Drop

T-shirt/Button Day
Odegard 9:30-11:30
-prize wheel

Union booth 11-1

25

First Live Show

XL 93

18

Dress
Rehearsal

11

THURSDAY

24

17

10

WEDNESDAY

23

Squires 4:30 6:30pm

16

Marketing Plan
Presentation

TUESDAY

February 2016

26

19

12

FRIDAY

27

20

13

SATURDAY

-26-

21

28

27

Spring Break

14

29

22

15

XL 93
T-shirt/Button Day

OKelley 8:30 11:30

-coee and cider

TUESDAY

MONDAY

20

13

SUNDAY

30

23

16

7-9 prize wheel

Union 10:30-12:30pm
Wilkerson late night

WEDNESDAY

31

24

17

Applications due!

10

2 Poster Drop

nd

THURSDAY

March 2016

25

18

11

FRIDAY

26

19

12

SATURDAY

-27-

18

25

24

11

10

17

SUNDAY

MONDAY

26

19

12

TUESDAY

27

20

13

WEDNESDAY

THURSDAY

Friends and
Family Day &
Group Photos

28

21

14

XL 93

April 2016

29

22

Minneapolis Business
Tour Day

15

FRIDAY

The Big Event

30

23

16

SATURDAY

-28-

30

29

16

15

23

22

SUNDAY

MONDAY

31

24

17

10

TUESDAY

25

18

11

WEDNESDAY

THURSDAY

26

19

12

Last Live Show &

End of Season
Potluck!

May 2016

27

20

13

FRIDAY

28

21

Graduation

14

SATURDAY

BUDGET
The grid below explains how the marketing team plans to spend funds during the spring 2016 semester.

MARKETING TEAM BUDGET:

Starting Budget: $515

Item Description

Cost

Booth Food

$75

Supplies (stickers, paper, etc.)

$100

Duplicating (printing, table tents, handouts, flyers)

$250

Photographer (end of season photos)

$0

Pizza for internal competition

$50

Total

$475

Total remaining: $40

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EVALUATION
Evaluation is a chance for the marketing team to assess how the strategies used lead to the goals set
for the semester. Using surveys and analytics, we can gather information that will help us better
understand how well our strategies for the semester worked.

INTERNAL SURVEY

The marketing team created a short Qualtrics survey last season for the interns at Studio One. In the
past weve created and sent out this survey near the beginning of the semester. We found the
responses to our questions in the beginning of the semester to be fairly generic and similar, with
only a few diverse answers that we can assume came from returning interns. We feel waiting to send
out this survey until later in the semester will allow our interns, especially the newer ones, the chance
to better answer our questions because they have more knowledge of our internship and program.
Our questions were designed to help us understand what our interns think about our marketing
efforts and how they view the internship and program as a whole.

AUDIENCE DEVELOPMENT

In order to reach our goal of twelve audience members per show, we plan on inviting a variety of
different groups throughout the season. Some groups we plan on contacting are the local high
schools, the senior center Tufte Manor, the Greek houses, and the friends and family of interns. We
want to have the new interim president on as a guest, and then invite his wife along with any other
new faculty and staff on campus. We also think it'd be a good idea to invite departments or
organizations related to the topic the guest is talking about that week. Along with these groups, we
have again created business cards for reporters to take with them on shoots. Each business card
contains our web address and all the show dates. This allows the reporters the chance to personally
invite whoever they interview to the show which their story will air.

ANALYTICS

Web analytics is an opportunity for the marketing team to better understand our primary and
secondary audiences. The use of the web analytics allows us to track page views, likes, follows and
locations for these as well. Since we have an emphasis on social media it will be essential to be able
to track our progress towards our goal. This will help us evaluate why we did or did not reach our
goals. We will be tracking Facebook, Twitter, YouTube, and Vimeo with analytic tools. For the
other social mediums there are websites that will help us keep track of the information as the
semester progresses. We will also be using bit.ly and Google analytics to track web page views.

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