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Background Missouri Baptist University is an evangelical Christian, liberal arts institution and has as its purpose the offering

of programs of study leading to professional certificates, undergraduate degrees, and graduate degrees in an environment where academic excellence is emphasized and a Biblically based Christian perspective is maintained. The University is committed to enriching its students’ lives spiritually, intellectually, and professionally, and to preparing students to serve in a global and culturally diverse society. When you stroll through our campus, it’s hard to believe that 50 years ago it was a small campus extension with a handful of students. Now, MBU is a flourishing Christian-based university with a growing enrollment, an expanding campus and a highly regarded faculty.

Quick Facts:  MBU has been located in West County, St. Louis, Missouri since 1957.
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Location: West County, St. Louis, Mo. Graduate Enrollment: 1,362 Main Campus Undergraduate Enrollment: 1,169 Total Undergraduate Enrollment: 3,850 Student to Faculty Ratio: 20 to 1 Average Freshman Class Size: 30 Average Upper-Division Class Size: 20

The Communications Department at Missouri Baptist University History: In the mid 1990s Missouri Baptist University was in its last years as being a college and transitioning into becoming a university. With the coming of the 21st century, MBU started offering communications classes and would soon offer Bachelors of Arts degrees in the field of communication. Today, the Fine Arts Department offers Bachelors of Arts and Bachelors of Science Degrees in the field of communication such as Communication Studies, Journalism, and Broadcast Techniques. Faculty: Paula Bennett Assistant Professor of Communications When Professor Bennett teaches Broadcast Media courses she is drawing upon her 26 years of engineering experience with KSDK, Channel 5—St. Louis. In addition to her work at KSDK, Ms. Bennett has assisted with the production of St. Louis baseball, football, and hockey broadcasts. She also did freelance work on a PBS television series. Besides overseeing Timeline, Professor Bennett supervises the University’s production studio and video projects. She holds a bachelor’s degree from Louisiana State University and a master’s degree from the University of Southern Mississippi. Alin Means Associate Professor of Journalism and Communications Dr. Means brings more than 25 years of experience to his teaching position at Missouri Baptist University, including 12 in the newspaper business followed by 13 in higher education. After graduating from Baylor University in 1986 with a bachelor’s

degree in journalism and a minor in radio/TV/film, Means did nearly everything in the newspaper business from reporter to editor, and all points in between, before going back to school and earning his master’s degree from the University of West Florida in 1998. After teaching and directing journalism programs at Morris College and Southeastern Oklahoma State University, Means went back to school and earned his doctorate in mass communication from the University of Southern Mississippi, where he also taught journalism courses. Dr. Means went on to teach and conduct research at Baylor University before joining MBU in fall 2011. Teaching journalism is Dr. Means’ passion and he is glad to be at a Christian university that cultivates learning and faith. Amanda Staggenborg Instructor of Public Relations and Communications Professor Staggenborg joins Missouri Baptist University with a wealth of experience in corporate and non-profit public relations, including the Missouri Division of Tourism in Jefferson City and St. Elizabeth Academy. She is also an adjunct professor at Webster University. She is a member of the Public Relations Society of America and the International Association of Business Communicators. She is an accomplished public speaker and freelance writer. Professor Staggenborg holds bachelor’s and master’s degrees from Webster University. Ray Killebrew Assistant Professor of Communications Joining the Missouri Baptist University faculty in 1998, Professor Killebrew has watched the Communications Department grow in quality of curriculum, instruction, and reputation. In addition to serving as a full-time faculty member, he keeps tabs on the media industry as a member of AFTRA, Media Communicators Association, and the Baptist Communicators Association. He also works as a part-time writer/producer/talent for STL-TV. Over the years Ray has appeared in commercials, industrial-training films, national ads and corporate brochures. Mr. Killebrew holds a bachelor’s degree in Journalism/English from Washington University and a master’s degree in Media Communications from Webster University.

SWOT Analysis Strengths  Highly Qualified Professors o The greatest, most visible strength to the Communication Studies division is a staff of highly trained professors. Whether the student desires an emphasis in Broadcast Media, Journalism, Public Relations, or some other field, the Communications Department provides a skilled team to teach practical applications of Communications.  Marketable Alumni o Recent graduates in Communication Studies are flourishing in their fields of choice. These graduates are excelling in non-profit organizations, corporate settings, broadcast scenarios, local churches, and various other settings. The ability to recognize successful graduates from this division

provides the perfect opportunity for a growth in credibility both on and off campus.  Plentiful Resources o The most underrated strength of the Communication Studies division is its state-of-the-art equipment. Missouri Baptist University provides a full Mac lab, professional studio, green screen, and high definition cameras including both video and still photography. All of these tools are excellent assets to students training for their professional careers.  Strong Internship Options o In addition to these other strengths, the Communication Studies division includes incredible networking opportunities to intern with local businesses such as the St. Louis Post Dispatch, News Channel 5 KSDK, St. Louis Cardinals, St. Louis Blues, Joy FM, BOT Radio, and many more. Weaknesses  Awareness o The greatest struggle facing the Communication Studies division is a lack of internal awareness. Many students are not aware that MBU offers a Communications Department. There is a false perception that the Fine Arts Department is only music and theatre. Additionally, many professors and advisors on campus are not aware of the Communications Department.  Credibility

o In addition to awareness, there is a low level of credibility for Communication Studies on campus. Many students believe that this is an easy degree that requires minimal effort. That perception simply is not accurate.  Limited Resources o The Communication Studies division receives a minimal, grassroots budget each fiscal year. Much of that budget goes toward updating equipment and enhancing the studio. As a result, the funds for pubic relations efforts are very small. Opportunities  St. Louis o The St. Louis metropolitan area is a fertile region of high school students searching for local universities. Many students from the Midwest desire a university closer to home than their counterparts on the coasts. St. Louis is also a large Catholic and Protestant hub. Many students are searching for a Christian, liberal arts institution. Catering to these needs while marketing the benefits of a Communication Studies degree could grow this department.  Degree Options o Compared to neighboring colleges in St. Louis, MBU offers a strong variety of Communication degree options. This is an opportunity to celebrate and share with the community.

Threats  University of Missouri-Columbia o The local state school, University of Missouri-Columbia offers one of the finest Journalism programs in the country. They provide extensive networking with news stations across the nation and other job opportunities. Students desiring to major in Communications or Journalism will be comparing MBU to the University of MissouriColumbia.  Community Stigma o Many people in St. Louis view MBU as a community college, a nursing school, or an education school. Communications is not even equated with MBU to many in the community. This campaign will reveal the strengths unique to Communication Studies, it will raise awareness internally, and it will shape the community perception.

Issue Statement  Issue: Missouri Baptist University’s Communication Studies Division deals with two main challenges that are crippling the division from needed growth and development. o The first issue is lacking internal knowledge. Within the university, many students and faculty believe that a Communication Studies degree is a weak, easy out for a college education. Many students outside the Fine Arts Department believe that Communication Studies is a “catch all” major for someone desiring a generic college degree. This could not be more false. Communication Studies is an extremely relevant degree in today’s job market requiring specialized training. Some faculty members even point undecided students to this program also considering it a “generic degree.” Extensive internal communication must be done to correct this false perception. o Additionally, the Communication Studies Division struggles with an extremely weak external perception. Prospective students and faculty at

local universities and high schools do not even realize that a Communications Department exists at MBU. The reputation of the Communications Department must reach the academic community to reach future students.  Affected Publics: For this campaign the affected publics are current students, faculty, staff, future students, local universities, high school teachers, and the St. Louis community as a whole. Timing: The timing for this campaign is impending. Due to budget approvals, the campaign would officially begin in the next fiscal year which begins July 1, 2014. Realistically, tactics and collateral would start showing progress in the following fiscal year. Strengths and Weaknesses o Strengths: There are two significant strengths to a Communication Studies degree. A student can tailor this major to fit their own unique capabilities: writing, presenting, a/v skills, etc. Secondly, many employers are searching for a college graduate with a general degree in communications. Being able to exhibit a well-rounded portfolio with a thorough knowledge of media convergence is very marketable in the business world. o Weaknesses: The main weakness for this campaign is an extremely low budget. Crafting a professional image on a grassroots budget will make credibility crucial. This campaign will utilize creative tactics, networking, and collaboration to rise above a low budget and faulty perception.

Situational Analysis Market Summary The Communication Studies division at MBU continues to experience significant growth. With this major, students have the ability to choose a favorably broad degree and then select a focus. A public relations campaign based on raising awareness both internally and externally would really strengthen the credibility of this division. While the Communication Studies division contains highly qualified professors, marketable alumni, and plentiful resources, this division lacks a strong perception in the community at large and within MBU. The basic market need is for a respected, marketable degree option for individuals with strong writing and presentation skills. This campaign will target high school students from three local schools, advisors and faculty on campus, Communication Studies graduates, and the St. Louis community.

Market Needs  Credibility: Since the St. Louis market is saturated with universities, the Communication Studies division must establish a credible and distinguished reputation first within MBU then with the community.  Marketability: The field of Communications carries a negative perception in some circles. Using strong communication, effective tactics, and real-life examples, prove that Communication Studies offers a competitive degree for the marketplace.  Performance: Show key publics the vast amount of resources available to Communication Studies majors at MBU: professional studio, Mac lab, Adobe Creative Suite, Internship opportunities, etc. Market Trends The Communication Studies division provides much-needed certification to students in the St. Louis area. To reflect a positive perception, the division must incorporate the following changes.  Collaborations: Perhaps the strongest element of the Communication Studies division is its distinguished graduates. These individuals are making measurable differences in their communities. Tapping into these individuals for collaborations, presentations, community outreach, and various other tactics will enhance credibility in a genuine way.  Visibility: A large part of this campaign is simply communicating with St. Louis, mainly high schools, about the Communication Studies division. This could include radio spots, magazine spreads, newspaper columns, etc.

Branding: Finally, the Communication Studies division must create a recognizable brand to stand apart from other Communication programs and universities in St. Louis. Market Growth The St. Louis area is ready for a marketable degree program close to home. While there is much competition, the proper methods can revolutionize this division.

Positioning Statement The Communication Studies division is a specified academic division within the Fine Arts Department at Missouri Baptist University serving students from the Midwest with strong English skills and a desire to affect positive change in their communities. The primary competition is various universities in St. Louis; however, the Communication Studies division at MBU offers a niche university experience that combines a Christian perspective and marketable academics while also providing local internships, highly qualified professors, and avant-garde technology equipping students for a lifetime of impact.

Goal  To raise awareness for the Communication Studies Division both internally and externally by emphasizing the strengths that will equip a graduate with the skills necessary to succeed. (The purpose of this campaign is to truly showcase the strengths and qualifications of the Communication Studies Division. By reaching out to certain key publics, developing collaborations, and executing creative tactics, this campaign will raise awareness and grow the division. In the future this division should be one of the most recognizable on campus, in local high schools, and in the community as a whole.)

Key Publics  Faculty at MBU o Internal o Professors and Advisors (Opinion Leaders on Campus) o Advisor to Undecided Students, Business Advisor, Education Advisor, English Advisor o Faculty in fields that require heavy writing o Purpose: Convincing or selling the credibility of Communication Studies Communication Studies Graduates o Internal and External o Collaboration o Gain referrals on outstanding graduates from Paula Bennett o Examples: Ben Province, Bryanna Hampton, Blythe Bergstrom o Purpose: Develop collaborative relationships with graduates to help perform various tactics High Schools o External o Students, Teachers, and Guidance Counselors o 3 area schools: Marquette, Lafayette, and Westminster o Raise awareness and functional visibility o Purpose: Using creative, multimedia tactics to increase enrollment within the Communication Studies division

Objectives  Objective #1: Increase enrollment in the Communication Studies Division by 5% in the 2015 fiscal year. (Currently, the Communication Studies Division is quite small. It is full of strong elements such as qualified staff, student news network, cutting edge studio, and many other assets. Part of this campaign is to display the credibility and academic strength of the Communication Studies Division in local universities and high schools.)  Objective #2: Increase faculty referrals to the Communication Studies Division by 20% in the 2015 fiscal year. (Within the university many departments, faculty and advisors have incorrect perceptions of Communication Studies. This campaign will utilize specific methods targeting key publics to gain awareness and eventually referrals from neighboring professors and advisors of other departments.

Objective #3: Increase visible recognition for the Communication Studies Division within local universities and high schools by 15% within the 2015 fiscal year. (Infuse the community, including local organizations, with positive publications shaping their respect and perception.)

Strategies  Create strong relationships with opinion leaders in local universities and high schools to increase enrollment in Communication Studies (This campaign will network with local professors and faculty to bring awareness of the Communication Studies division at MBU, ultimately increasing enrollment.)  Build consistent communication with well-respected professors and advisors to establish a solid impression of the Communication Studies Department (Creative and consistent tactics will communicate the credibility of the Communication Studies degree. Streamlined, simple information will raise awareness of this division in faculty and advisors.)  Develop an alliance with successful Communication Studies graduates flourishing in their communities to strengthen the reputation of the Communication Studies Department (The greatest asset of the Communication Studies division is distinguished graduates. Inviting these individuals on campus to lead seminars, provide

relevant information and collaborate with various resources will truly reveal the relevance of this degree program.)

Communication Studies: Tactics  Local High Schools: Marquette, Lafayette and Westminster o Create a Communication Studies booth at college fairs held at these high schools. The booth will include a multimedia video, newsletters, flyers and other collateral. The theme of the table will be the word Current. The handouts will explain how Communication Studies ties into so many fields and works closely with current events. We will have an interactive drawing where students will try to answer a current events question. Whoever wins will receive a current St. Louis event ticket like a Cardinals’ ticket, Rams’ ticket, Fox ticket, etc. o Begin a “Scouting for Speakers” program: Collaborate with MBU Admissions counselors to scout for solid speech and debate teams, English groups and theatre groups. Develop a special segment within Spartan Preview Day to inform interested students about Communication Studies. It would be a quick slideshow and Q and A in the Recital Hall.  Communication Studies Graduates

o Develop a Communications and Community event. It would occur once each semester. This event would invite a distinguished Communication Studies graduate and their employer, hopefully from a ministry or non-profit, to describe their collaborative changes in the St. Louis community. We would invite all interested MBU students, faculty and staff as well as neighboring colleges. This event would also target the media. We will send out a pitch letter in our media kit to Mike Bush explaining why he should cover this event as a positive feature story. The benefit for the Communication Studies graduate would be positive media exposure and networking potential. o Stuffing and Seasoned Advice: VIP Dinner and Talk – One evening before Thanksgiving break invite two exemplary Communication Studies graduates to share their wisdom with all Communication students including PR, Journalism and Broadcast Studies. The graduates will discuss clever interview tips, how to craft a marketable portfolio and how to impress at an entry level position. Cracker Barrel will cater a Thanksgiving meal to this event. We will advertise this event on the MBU website also giving Cracker Barrel free advertising. o After the Cap and Gown: Seminar – Similar to the tactic above, this event will occur sometime in March amidst graduation preparation. We will invite a Communication Studies graduate to share crucial tips to landing that first job out of college. We will provide some type of thank

you to the graduate for speaking: a gift card, letter of recommendation or some other reward.  Faculty and Staff on Campus (Especially the undecided advisor, English advisor and Business advisor) o In-Service Day Presentation – Develop a brief, creative video or slideshow highlighting the skills necessary for Communication Studies. Explain how students with strong writing and/or presentation skills would do well in this program. Pitch the idea for this segment of In-Service Day to Andy Chambers and Dr. Dykstra. Explain the necessity of advisors being informed about this growing program. o Create a Constant Contact Newsletter – This is an awareness brochure targeted to advisors and professors across campus. Simply educate various other departments about Communication Studies. Make the newsletter bright and upbeat.

Budget Details Key Public Faculty at MBU Cost / Total Sponsored Actual item projected credit projected

Consistent communication and Strategy strong impression with faculty/ advisors Tactics No cost due to In-Service Day video pre-created $0.00 $0.00 presentation video Constant Contact 12 @ $20 a Newsletter monthly month Facility tour $20.00 $240.00 $0.00 $0.00 $0.00 $0.00 $0.00 $240.00 $0.00 $240.00

No cost due to scheduled tours $0.00 $0.00 w/professors Strategy subtotal $20.00 $240.00

Details Key Communication Public Studies Graduates Develop an Strategy alliance with graduates “Communications Tactics and Community” event Social Media Release for “Communications and Community” event Stuffing and Seasoned Advice: VIP Dinner and Talk _______________ Pitch Letter to Mike Bush and other distinguished guests “After the Cap and Gown” Seminar Facility tours

Cost / Total Sponsored Actual item projected credit projected

$200 stipend for speaker

$200

$200

$0.00

$200.00

No cost using social $0.00 media networks

$0.00

$0.00

$0.00

$0.00 $2000 Catering for 100 @ $20.00 $2000 $20 a person (includes tables/chairs/décor) _______________ ______ ________ _________ ________ No cost due to email distribution $0.00 $0.00 $0.00 $0.00

$200 stipend for $200.00 $200.00 $0.00 guest speaker No cost $0.00 $0.00 $0.00 Strategy subtotal $420.00 $2400.00 $0.00

$200.00 $0.00 $2400.00

Details Key Public High Schools

Cost / Total Sponsored Actual item projected credit projected

Strong relationship with leaders in the Strategy community and high schools Communication 200 covers @ Tactics $0.50 $100.00 Booth at college fair .50/ea No cost due to a “Scouting for collaboration $0.00 $0.00 Speaker” program w/admissions No cost due to scheduled tours $0.00 $0.00 w/professors Strategy subtotal Total cost for entire campaign: $2,740 $0.50 $100.00

$0.00 $0.00

$100.00 $0.00

Facility tours

$0.00

$0.00

$0.00

$100.00

Evaluation Tactics  Objective 1: Increase enrollment in the Communication Studies Division by 5% in the 2015 fiscal year o Evaluation Tactic 1: Survey: Include a three-question survey within sign-in material during Spartan Preview Day both in October and March. Find out how many students are touring MBU due to the Scouting for Speakers tactic. The reasoning behind this evaluation tactic is to use a broad sampling of students to fully understand the reaches of the Scouting for Speakers tactic. o Measurement: In the middle and end of the campaign compile the results of the survey and present the results to the client. Also, individually interview admissions counselors with specific questions about the Scouting for Speakers initiative. Schedule meetings to analyze any increase in enrollment throughout the campaign.  Objective 2: Increase faculty referrals to the Communication Studies Division by 20% in the 2015 fiscal year

o Evaluation Tactic 2: Constant Contact: Using tools from Constant Contact, track how many faculty and staff open the monthly newsletter. Are certain months particularly high or low? If so, why? Track the progress each month. Using monthly tracking shows if faculty and staff perception positively increases throughout the year. o Evaluation Tactic 3: Question and Answer: Open the floor to Q and A after brief presentation about Communication Studies for In-Service Day. This evaluation tactic will occur in February. Using a simple yet genuine tactic will properly reveal the success of the presentation in a very affordable manner. o Evaluation Tactic 4: Email Blast: Send a very positive email to faculty and staff from In-Service day reiterating key points from the Communication Studies presentation. Use this email also as a thank-you to advisors and faculty for interest in Communication Studies. This evaluation tactic will occur one day after In-Service Day held in February. Using an email blast uses repetition to emphasize the tactic. Hopefully, some faculty and staff will respond, thus providing feedback. o Measurement: Hold two meetings per semester with opinion leaders such as academic advisors and faculty to track the number of referrals.  Objective 3: Increase visible recognition for the Communication Studies Division within local universities and high schools by 15% within the 2015 fiscal year

o Evaluation Tactic 5: Greeters: Place specific people at the beginning and end of the Communications and Community seminar. Ask guests to write down their name and how they heard about the event. This evaluation tactic will occur in October and February. This simple, affordable tactic will analyze which media influenced the guests at this event. o Evaluation Tactic 6: Google Analytics: Count numbers from the Facebook event for After the Cap and Gown event. Count the number of people who said yes, no, and maybe. Also, compare how many people said they would attend vs. how many actually came. This tactic will occur in March. Using very simple math, this tactic will reveal the success or failure of the event. We can use this information to craft future events. o Measurement: Hold two focus groups, one in the beginning of the fall semester and one at the end of the spring semester. Bring together a cross section of key publics from local universities, high schools and local organizations. Ask the sample group neutral questions. Use the same focus group and same questions for both meetings.