Book1 PDF

OCS
Consulting
BYUI Organizational Consulting Society
Public Relations Campaign Team:

Jon Jacobs
Stephen Flanders
Allison Whiting
Ryan Crockett
Table of Contents
OCS
Consulting
1. Situation Analysis
2. Goals and Objectives
3. Target Audience and Positioning
4. Key Messages
5. Challenges
6. Communication Vehicles
7. Research Methods
8. Action Plan
9. Calendar
10. Calendar
11. Calendar
12. Calendar
13. Strategies and Tactics
17. Budget
18. Evaluation Plan
19. Advertising Plan
20. Poster
21. Flyer
22. Shirt Pin
23. Web Banner
24. Survey
Situation Analysis
OCS
Consulting
The Organizational Consulting Society started during the winter semester of 2012 at BYU-Idaho. The
OCS works with other societies throughout campus and gives them advice on how to become more
recognized and active. Currently, there are about 26 members (13 active) of the Consulting Society.
We want to increase this number to 25 active members by the end of our campaign.
SWOT Analysis
Strengths
One strength is that it is a student-run organization. This is a benefit to students

because it is very hands-on and they contribute to much of the success of the society.
Since the society is so broad, it has skills from many different students in a

variety of fields of study.
Weaknesses
Time is a huge weakness in this society. Since the society handles time-consuming projects, it
takes many hours of commitment from students to achieve desired results.
The society is limited to consulting on campus organizations only. This is because of liability
to the university. This is a weakness because it limits the opportunities that are available to
members.
Opportunities
The Organizational Consulting Society has the opportunity to market to a variety of different
students in a variety of different majors and fields of study.
Because the student base is so broad, we have the access to consulting projects in many
different departments.
Threats
Identity Crisis-It is hard for the Organizational Consulting Society to market themselves because
students dont know what majors are involved.
There are multiple societies on campus and other ways that students could occupy students
time, thus creating competition.
Goals and Objectives
OCS
Consulting
I. 150 likes on Facebook

a. Create a Facebook page

i. Currently, there is only a Facebook group. Users cannot like a Facebook

group, it must be a page in order for people to like it.

b. Marketing strategies to increase Facebook likes

i. Structure a booth in the MC once a week promoting our Facebook page

ii. Give prizes: the first 20 people to like the page will get a prize
II. Raise Awareness by 10%

a. Facebook

i. Currently, there are 22 members in the Facebook group.

b. Word-of-mouth

i. The society will encourage member to bring a roommate, friend, co-worker,etc.

to at least one meeting throughout the semester. Planned pizza days will

provide great opportunities for this.
III. Increase involvement and activity in the society

a. Take weekly attendance

i. The goal is to have 25 active, consistent members.

b. Engaging and consistent meeting structure

i. Input and ideas from members of the society will be taken into consideration

when planning weekly meetings.
IV. Gain hands-on experience

a. Group work

i. By working in small groups, students will be given the opportunity to gain
hands-on experience.

b. Mentoring

i. The students will be in charge on their group campaigns with a member from the

societys presidency as their mentor.
Target Audiences
&
Positioning
OCS
Consulting
Target Audiences
I. Internal Audiences

a. BYU-Idaho students from a variety of different fields of study.
i. communication

ii. I/O psychology
iii. business
iv. accounting
v. economics

vi. international studies
II. External Audiences

a. Societies throughout campus

b. Off campus businesses with the supervision of a faculty mentor
Positioning
The Organizational Consulting Society provides you with networking opportunities and
real-life experience in a business setting with real clients.
Key Messages
OCS
Consulting
OCS is...
I. Designed for self-motivated students who want to learn outside the classroom in a business setting.
II. An opportunity for students to gain experience in consulting from the ground up
III. Giving students consulting experience
IV. Helping students gain concrete experience in their field of study.
Challenges
OCS
Consulting
Our society is fairly new and we have no past projects to show our clients.
Response: Not having past projects to show can make finding new projects difficult.
This problem will disappear with time however. Successful and well put together
projects and campaigns, if few at first, will show the quality of work you do and establish
the reputation you need.
Due to liability reasons, BYU-Idaho does not allow our society to consult businesses
outside of the university without faculty approval and mentoring.
Response: With successful campaigns and willing students, more mentors will be
willing to aid students and gain clients outside the university. Plus theres already lots of
consulting available on campus for the time being.
Our society is too small to take on the workloads that we would like.
Response: The size, while limiting the workload, allows specified learning and group
unity. As time goes on the society will continue to grow and hopefully the lessons
learned will continue to be passed on.

Society members are asked to do a lot of work.
Response: This may be a recruiting stumbling block but the members currently in the
society enjoy the work and the learning it catalyzes. The work is where the real life
and resume building experience comes from. Most students and especially society
members understand this.
Communication Vehicles
OCS
Consulting
Word of Mouth
Our strongest vehicle will be word of mouth. As quality and not quantity is the goal for this
society, a recruitment program by the members will be our approach. Well designate a
day where everybody brings an interested friend to a meeting sometime throughout the
semester. They will then be invited to participate for the rest of the semester, in hopes
that they will come back and join for the next semester. Several meetings throughout the
semester will provide pizza and soda as a reward for both the society members bringing
friends as well as the newcoming investigators. For more information, see the calendar.
Social Media
Social media will also play a role in update concerning events and meetings. Seeing as
the organization has a public relations secretary he will have the responsibility of weekly
facebook update. This update is a simple tool to give members reasons to keep returning to
the facebook page.
Posters
Three posters will be placed in the Spori building and three will be placed in the Smith
building. (See page 20)
Shirt Pins
Shirt pins will be made for every member to wear(15-30). They can answer questions if
anyone asks them about it. (See page 22)
Research Methods
OCS
Consulting
Other Universities
Cambridge University has a strong consulting society. Like BYUI, its consulting society
is run by students. A strong part of their society involves interview preparation including
practice sessions with real recruiters. More information concerning their program can be
found at <http://www.cucs.co.uk/>.
BYU, our sister university, has a strong management consulting club. It includes faculty
leaders. Their club focuses on several business concepts not part of our society but
they also have beneficial resume workshops that could be used here. More information
concerning their program can be found at <http://mcc.byu.edu/>.
The Professional World

A great start in the professional world is becoming part of the Association of Professional
Communication Consultants(APCC). Connecting our society with this association could be a
great way to boost students careers as well as the societys reputation.
<http://consultingsuccess.org/wp/>
Another great look at the professional world is the successful consulting company Bain &
Company, which has become popular due to its connection with presidential candidate Mitt
Romney. A motto they use is shared ambition which could prove for a great lesson in our
consulting society.
Survey
From the 15 sample surveys we handed out, we saw that those outside of
business and communication majors were not interested at all, while 6 of the 8
communication/business majors said that they would like to know more about what
the society does and that this would be the most important factor for them deciding
whether to join. Survey can be seen on page 24.
7
OCS
Action Plan
Consulting
Action Item
Responsible
Date
Facebook Group
Matt Kolar
September 4th
Posters and Flyers
Matt Kolar and Michael Petty
September 10th
Kick-off Party
Michael Petty
September 20th
Present to organizations
Each individual member.

Report to Michael Petty.
September 27th,
December 6th
Bring a Friend Pizza Day
Every Member
October 4th, November 1st

and December 13th
Calendar
Facebook group start
Weekly Meeting 6:00 pm

MC 117a
10
Calendar
MC 117a

MC 117a

MC 117a

MC 117a
Bring a friend pizza day
11
Calendar

MC 117a
MC 117a

MC 117a

MC 117a
12
Calendar

MC 117a
MC 117a
Strategies and Tactics
OCS
Consulting
Social Media Campaign

1. Twitter account - Once to twice a week, tweets will be made and updates about meetings and
information about clients will be included. Matt Kolar will monitor the Twitter account.
2. Utilize Facebook account - 150 new people will like the page by the end of the semester.
This will be done through invites of members friends, students, clients, and new members. Matt
Kolar will monitor this page and respond back to those who comment and ask questions.
Word-of-Mouth Campaign

3. Posters, fliers, word of mouth - 6 posters will be printed. For design, contact I-COMM Student
Media (contact information above, see page 20 for poster examples). 500 Fliers will be printed.
Contact scheduling office at 208.496.3120 or scheduling@byui.edu to schedule a booth in the
MC. Michael Petty will schedule each current member a time to be at the booth distributing fliers.
Members will also be expected to distribute fliers to their friends and classmates. Within class
contact (which will be explained later), members of the society will distribute fliers, which will help
in the demographic placement. In order to make sure each target degree area is met, Michael will
find out which majors are met with members and which are not. Those majors not represented will
receive a representative, who will contact the secretary of that specific degrees department and
find out which teachers the members should visit. To print posters, contact University Press by
emailing press@byui.edu or calling 208.496.2850.
4. Kick-off Party - Michael Petty will be in charge of the Kick-off Party. He will hand out fliers
around campus and will have a banner ad on the website. (banner example page 23) Michael will
also instruct his society members to be proactive in inviting students to come check it out. Michael
will also instruct Matt to update the social media pages so that people are finding out through that
outlet as well. More details included in the Kick-Off Party section.
13
Strategies and
Tactics contd.
OCS
Consulting
5. Class Contact - Members will also stand in front of each of their classes and explain the
society and invite their class to explore the society and to join. Michael Petty will determine which
departments the members should concentrate on, but members will go to the teachers of those
designated departments and ask if they may visit their classes. Members will then invite students
to come to the Kick-off Party and to explore the purpose of the OC Society. As explained earlier,
Micheal Petty will contact each member and find out his or her schedule. After that, he will make
sure that their target demographic is being reached. If the classes that need to be hit are not being
reached, Michael will assign members accordingly to attend that specific class and invite those
class members to attend the Kick-off Party.
Face-to-Face Interaction with Client

6. Have each member contact one business (or in groups) - Each member of the society will
search out a business in Rexburg that they are either interested in working wither, or have gained
a referral for. The member will then set a time to meet with the client either in person or via the
internet.
7. Present a plan to each business - When the member sets the time for the meeting, he or she
will then start to create a plan for that business. At the meeting, the member of the society will then
present the plan to that business in order to win their business. The plan will entail how the society
will conduct research, how they will interact with the company, and what to expect while working
with the society.
14
Strategies and
Tactics contd.
OCS
Consulting
Kick-Off Party

8. The kick-off party will be organized by Michael Petty and will happen on September 20th,
2012.
9.A kick-off party will also positively promote Society growth. Those seeking information will feel
out the culture and goals of the Society. The goal would be that they would feel comfortable with
then joining after exploring those areas.
10. This kick-off party will need to be arranged through the scheduling office in the MC 194. They
can be reached at 208.496.3120 or scheduling@byui.edu. Scheduling a room in the MC would be
the best idea for he kick-off party. The room we plan on scheduling would be MC Little Theater.
Time should be from 5pm to 7pm. Contact the Scheduling office no later than August 30th.
11. Pizza will be provided for, which Michael will have to call Little Caesars Pizza a few days
before to place an order. The number to order those pizzas would be 208.359.0071. Michael will
pick up the pizza right before the party. Michael will need to order 15 pizzas. He will also assign
members to go rent a cooler from the issue room and fill it with water and ice in the Hart before
coming to the party. The issue room is located in the Hart room 187. The issue room can be
contacted at 208.496.7492 or sportscompissue@byui.edu.
12. The meeting will be planned as following: Prayer, Introduction of members by Michael Kolar,
Introduction of OCS by Michael Petty, then mingling. There will be a couple of tables, one for the
pizza and one for those who would like to eat there. Tables will be requested at the time that the
room is reserved from the scheduling office (contact info above). There will be a sheet of paper
next to the pizza where contact information (name, phone number, and email) will be requested.
These contacts will be followed up with by Matt Kohlar and invited to join the society. The vast
majority of the meeting will be mingling, allowing for prospective members to ask questions to
existing members.
15
Strategies and
Tactics contd.
OCS
Consulting
13. Prospective members will be invited through the in-class marketing strategy that was
discussed earlier. There will also be posters hung (examples to follow), fliers (discussed earlier,
but examples also will follow), and a web banner on the BYUI page (example to follow. In order to
put up the web banner, Matt will have to speak with University Communications while he is getting
posters approved (discussed earlier). The time of the event, 5pm to 7pm, will be on all fliers, posters, and web banners.
14. Members of the society will be assigned by Michael to stay after the meeting and clean up
the room. Tables will be taken down by custodial, but the trash will have to be made sure make its
way into the large trash can that will be placed by custodial in the back of the room.
16
Budget
OCS
Consulting
The school provides $100 for the society. If implemented the campaign
would take $100 dollars more. The other 100 could be accumulated for
a 5 dollar fee from the society members.
Item
Poster x(6)
Estimated Cost
Shirt pins x(20)
zazzle.com price: $2.45 ea.

Total price: $50.00
Copy Spot price: $.05 ea.
Total price: $10.00
Flyers x(200)
Copy Spot price: $1.55 ea.

Total price: $9.30
Pizza x(23)
Little Ceasars price: $5.19 ea.

Total price: $ 77.85
Napkins
Vanity Fair napkins

Rexburg Walmart price: $1.97
Drinks
Gatorade punch mix

Rexburg Walmart price: $8.38
Total
$ 200
17
Evaluation Plan
OCS
Consulting
The evaluation plan will consist of steps taken with the action plan and the advertising plan. Questions that
will be asked and answered with a ranking system in order to evaluate include:
- Did we reach our Facebook goal of likes?
- Did we hit our goal of 25 members in the society?
- How much time did we spend reaching out to the campus?
- Did we hit our goal of 10 new clients (companies)?
- On a scale, did we properly implement the direct marketing plan? How many members attended our last
meeting?
- How many flyers were placed throughout the semester?
- How many posters were hung?
- How many views did we receive from our YouTube Video?
The second part of the evaluation plan will consist of a behavioural observation test. The Society
Presidency will be able to view their society and observe the behaviors of the members. Is there a positive
feeling? If not, what do we need to do in order to change. The Presidency will evaluate their Society culture
to determine whether it is an inviting culture or not. If it is not, again, how do we change that?
18
Advertising Plan
OCS
Consulting
The advertising plan with envelop just a few publics and as well as tactics. This plan would include
passing out fliers on campus and promoting with a booth. Society members would be expected to
take shifts promoting while at the booth as well as opening their mouths on campus. The one step
that would include would be to promote in their classrooms on top of being in the MC or on campus
grounds. It would be recommended to also seek out the specific majors (i.e. Business, Communications, Psychology) involved with the Society and then visiting classes within that major.
A kick-off party will also positively promote Society growth. Those seeking information will feel out
the culture and goals of the Society. The goal would be that they would feel comfortable with then
joining after exploring those areas.
This kick-off party will need to be arranged through the scheduling office in the MC 194. They can
be reached at 208.496.3120 or scheduling@byui.edu. Scheduling a room in the MC would be the
best idea for he kick-off party.
The key to the advertising plan will be follow up. Using email and Facebook will be main ways of
communicating, but Society members may include phone calls during recruitment and advertising.
Encouragement to attend meetings, take part in activities and participate in assignments will help
new members feel included. Those new members will then be more likely to share those feelings
with their friends, which will then end in the gaining of potential newer members.
Posters will have to be bought to help advertise. The University Press can print those posters for
around one dollar, depending on how many are printed. Six posters will be around ten dollars. The
flyers will be printed four to a page and 200 will be printed. That will equal ten dollars.
More information on details of all these strategies can be found in the strategies and tactics section
of this book.
19
Dont just look

for experience...
Find it.

Thursdays 6:00 p.m.
MC 117a
OCS
Consulting
20
Dont just look

for experience...
Find it.
Dont just look

for experience...
Find it.
The Organizational Consulting Society

invites you to kick of the semester with
them at their semester
kick-off party.

kick-off party.
FREE PIZZA, FREE EXPERIENCE
DATE: September 20th, 2012

TIME: 7:00 pm
PLACE: MC Little Theater

TIME: 7:00 pm
OCS
OCS
Consulting
Consulting
Dont just look

for experience...
Find it.
Dont just look

for experience...
Find it.

kick-off party.

kick-off party.

TIME: 7:00 pm
OCS
Consulting

TIME: 7:00 pm
OCS
Consulting
21
Consulting,
not just for consultants
OCS
Consulting
22
Web Banners

Thursdays 6:00 p.m.
MC 117a
Dont just look

for experience...
Find it.
OCS
Consulting
Consulting,
not just for consultants
MC 117a
Thursdays 6:00 p.m.
OCS
Consulting
23
Survey
OCS
Consulting
Would you be interested in joining a consulting society?

Do you know what communication consulting is?
How interested are you in Business Communication?
(not at all) 1 2 3 4 5 (very much)
What would influence you the most in your decision to join a society?
What is your major?
24

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OCS

Public Relations Campaign Team:

One strength is that it is a student-run organization. This is a benefit to students

Goals and Objectives

I. 150 likes on Facebook

II. Raise Awareness by 10%

III. Increase involvement and activity in the society

IV. Gain hands-on experience

II. External Audiences

a. Societies throughout campus

The Professional World

Posters and Flyers

Matt Kolar and Michael Petty

Each individual member.

Bring a Friend Pizza Day

October 4th, November 1st

Facebook group start

Weekly Meeting 6:00 pm

Weekly Meeting 6:00 pm

Weekly Meeting 6:00 pm

Weekly Meeting 6:00 pm

Weekly Meeting 6:00 pm

Weekly Meeting 6:00 pm

Weekly Meeting 6:00 pm

Weekly Meeting 6:00 pm

Weekly Meeting 6:00 pm

Weekly Meeting 6:00 pm

Weekly Meeting 6:00 pm

Strategies and Tactics

Social Media Campaign

Face-to-Face Interaction with Client

Shirt pins x(20)

zazzle.com price: $2.45 ea.

Copy Spot price: $1.55 ea.

Little Ceasars price: $5.19 ea.

Vanity Fair napkins

Gatorade punch mix

Dont just look

BYUI Organizational Consulting Society

Dont just look

Dont just look

The Organizational Consulting Society

The Organizational Consulting Society

FREE PIZZA, FREE EXPERIENCE

FREE PIZZA, FREE EXPERIENCE

DATE: September 20th, 2012

DATE: September 20th, 2012

BYUI Organizational Consulting Society

BYUI Organizational Consulting Society

Dont just look

Dont just look

The Organizational Consulting Society

The Organizational Consulting Society

FREE PIZZA, FREE EXPERIENCE

FREE PIZZA, FREE EXPERIENCE

DATE: September 20th, 2012

DATE: September 20th, 2012

BYUI Organizational Consulting Society

Dont just look

Would you be interested in joining a consulting society?

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