VIRGINIA POLYTECHNIC INSTITUTE

AND STATE UNIVERSITY

ICAT

Madeline Link, Cecile Nguyen, Wayne Veldsman

1

TABLE OF CONTENTS
Situational Analysis...3
a.
b.
c.
d.

Executive Memo
Introduction & Client Background
Organizational Structure
Publics of Client

Research Done to Investigate Current Situation6

a.
b.
c.
d.

SEO & Website Evaluation

Social Media Evaluation
SWOT Evaluation
Conclusion & Opportunity Statement

Campaign Plan.12
a.
b.
c.

Goal Statement
Objectives
Campaign Strategies

Budget15
a.
b.

Spreadsheet
Outline

Implementation16
a.
b.
c.
d.
e.
f.

Website
LinkedIn
Social Media
Blog
Email
The Collegiate Times

Appendix..36
a.

Survey Questions

SITUATIONAL ANALYSIS
Executive Memo
A meeting took place with the client, Institute for Creativity, Arts, and Technology
(ICAT) and the debriefing was used to guide further research and analysis of how to improve the
clients influence. Following the meeting, extensive research has been completed to evaluate all
factors affecting clients current situation.
The campaign book first presents situational analysis including client background
information, organizational structure of the client, and publics of the client. The campaign book
then further discusses research of current situation, including the review and analysis of SEO,
website, social media activity, and SWOT evaluation. The SWOT evaluation explains the
strengths, weaknesses, opportunities, and potential threats to ICAT if communication efforts do
not improve, and is then followed by a conclusion of what needs to be done.
The campaign book then presents a campaign plan outlining the goal, objectives,
strategies, and budget that our team has developed if ICAT were to use this campaign. To better
illustrate the campaign plan strategies, a list of implementation suggestions is provided. Clear
descriptions and concrete examples are given to better help guide the client through each
suggestion. An additional method to better examine Virginia Tech faculty awareness of small
grants is through the distribution of a survey about ICAT knowledge. The survey is provided at
the end of the campaign book. All suggestions of this campaign book are strongly recommended,
but it is understood that implementation of this campaign is up to the client.

Introduction and Client Background

Implemented at Virginia Tech in mid-2012, the Institute for Creativity, Arts, and
Technology (ICAT) is a "Transdisciplinary Living Lab: a lab for innovation. ICATs purpose is
to foster the creative process through creative use of art, science, and technology, in order to
create endless new possibilities for the future. From imagination to innovation, ICAT has a vision
to create many possibilities for exploration and expression.
ICAT aims to help people of all ages, on a local, state, and national level, with the
education and creation of new ideas. Their mission is to forge a pathway between transdiscplinary
research and artistic output, scientific and commercial discovery, and educational innovation.
ICAT desires to eliminate the boundaries of art, design, engineering and science, in order to foster
more creative innovation.
The institute strives to better prepare primary, secondary, and university students to work,
collaborate, and succeed as parts of a diverse team. ICAT also wishes to encourage people to
participate in the creative process, where new ideas are always welcome.

Organizational Structure of Client

ICAT is an interdisciplinary organization that aims to work with all departments within
Virginia Tech and the public. The program is entirely funded by grants.
ICAT is a collection of collaborative studios composed of faculty, students, industrial
partners, and community volunteers working together toward creating a one-of-a-kind
collaborative environment for enacting change. ICAT includes six living labs: The Cube,
Experience Studio, Sandbox, Perform Studio, Create Studio, and Merryman Family Learn Studio.
There is also DISIS (Digital Interactive Sound and Intermedia Studio), DAAS (Digital Arts and
Animation Lab), and NuSpark. The concentrations of these studios include IDEA, IMAGE,
IMPACT, IMPLEMENT, and INTERACT.
Within Virginia Tech, ICAT is governed by a small number of full time employees,
including Director, Operations Manager, and two to three specialists in varying fields. The
majority of affiliation comes from Fellows and Senior Fellows, who are professors and assistant
professors currently working for Virginia Tech. ICAT also has dozens of faculty and student
affiliates across university departments participating in the program.

Publics of Client

Virginia Tech Faculty This is ICATs top-priority targeted public. This public includes
professors and staff instructors within all the departments within the university. More
specifically, ICAT seeks faculty interdisciplinary teams with at least two of the
universitys departments collaborating. ICAT targets faculty members interested in
pursuing a range of transdisciplinary activities including creative projects, pilot studies,
feasibility studies, or preliminary research at the local, state, and national levels.

PK12 Teachers This is also an important public for ICAT to target. ICAT is in search of
innovative teachers interested in exploring modifications to teacher practice, classroom
design, and curriculum to encourage design practice, strengthen creativity, and improve
teacher self-efficacy in the creative process. ICAT targets teachers that are interested in
large creative student or teacher projects, long-term initiatives, and events, performances,
and exhibitions that are visible at the national level.

Every School and University nationwide All elementary schools, middle schools, and
high schools across the country can work with ICAT. All public and private colleges and
universities are part of the public. ICAT typically works with the local schools though.
Broadening the range to more schools could help diversify their research.

Graduate Students ICAT has graduate programs that prepare students to use digital and
interactive technologies to create, present, communicate, and shape information and
imagery. ICAT seeks students ready to explore social, scientific, and technological
innovation, and can potentially make a strong contribution toward the goals of ICAT.
4

Undergraduate Students ICAT provides project-based courses for students from all
disciplines to collaborate in groups to put their analysis and discussion skills to practice.

Students grades K-12 ICAT studio heads, researchers, and graduate students welcome
elementary, middle, and high school students to camps in order to harness students
creativity and encourage them to act on their curiosity. These students are particularly
creative and driven, constantly seeking to learn more and expand their minds.

Blacksburg/Virginia Tech community Blacksburg locals can be prepared with ICAT to

be a part of a new type of transdisciplinary workforce necessary to succeed in this era of
rapid innovation.

ICAT has done well thus-far to mainly focus attention on their target audience, Virginia
Tech faculty. However, the issue is not that they have not reached out to faculty. The issue is that
Virginia Tech faculty has not effectively been made aware of small grant initiatives as they could
potentially be. In order to develop the most effective strategies, further research was done to
examine the current situation, which is outlined in the next section of this campaign book.

RESEARCH DONE TO INVESTIGATE

CURRENT SITUATION
ICAT is a strong organization with a sound purpose and goal: to promote and facilitate
creative innovation by breaking boundaries between art, design, engineering, and science on a
local, state, and national scale. One of their greatest contributions is that they provide small grants
to enable faculty and students to pursue their research initiatives. However great ICATs purpose
is, they are not as well known by students and faculty as they would like to be, and need to be in
order to make their small grants well-known. Research done has analyzed ICATs SEO, website,
social media presence. A survey distributed specifically to Virginia Tech faculty included in the
Appendix of this campaign book will further examine the needs of ICATs target audience.
WHAT: PROMOTE ICAT SMALL GRANT INITIATIVES
WHO: VIRGINIA TECH PROFESSORS/FACULTY
WHEN: SUMMER 2016
WHERE: VIRGINIA TECH CAMPUS AND SURROUNDING AREA
WHY: TO MAKE THE AUDIENCE FULLY AWARE OF ICATS PROGRAM
HOW: REVAMP MEDIA PLATFORMS TO DISSEMINATE INFORMATION MORE
EFFECTIVELY

SEO & Website Evaluation

ICAT has strong SEO, where ICAT grants come in the top three google search results for
ICAT, and Virginia Tech Student Grants. Improvements could be made for general searches
such as Virginia Tech Grants, AND Virginia Student Grants. Other terms to focus on to
increase SEO are:

Virginia Tech Grants (currently ICAT ranks 7th on Google)

virginia tech funding opportunities (currently unranked)
virginia tech grant opportunities
Virginia Tech research grants
Virginia Tech research funding
Virginia Tech faculty grants
Virginia Tech student grants

ICAT has an official website through Virginia Tech where all ICAT-related information,
including featured projects, featured news, and upcoming events are shown on the home page.
The website is easily navigated, with tabs located near the top of the page to find information
specific to categories. The website is organized with details about ICATs mission, vision, and
goals, but does not necessarily explain much about research grant opportunities.

Funding Opportunities appears under the Research tab, but this is the only place
where it is accessible. The multiple funding opportunities offered by ICAT need to be emphasized
much more on the site and more readily accessible. Per client request, this page needs to be
reformatted so the audience (VT community, faculty, and mostly professors) can be made fully
aware the small grant opportunities ICAT has to offer.
ICAT has maintained a positive image throughout the Virginia Tech community. Their
desire to share their innovative research with their audience, as well as get their audience engaged
in research opportunities is why they have upheld a respected reputation.

Social Media Evaluation

ICAT Social Media Activity

2.5

1.5

0.5

0
Sun. 7/10

Mon. 7/11

Tues. 7/12

Facebook

Wed. 7/13

Twitter

Thurs. 7/14

Youtube

Fri. 7/15

Sat. 7/16

Blog

ICAT has an active social media presence. Their Facebook account (Institute for
Creativity, Arts, and Technology) has 3,285 followers. ICATs Facebook does a decent job at
updating the site almost daily (four to six times per week). Their Facebook posts mostly inform
the public of upcoming ICAT events, while other posts include updates of ongoing research
projects and links to articles featuring ICAT stories. Most of their Facebook content will feature
an image or link with a related description. Although they post daily, their engagement does not
reflect their activity on the site. The top post over the past month featured a photo and discussed
the ICAT robot visiting the Pentagon and Office of Naval Research. That post only received nine
likes and two shares. As far as we have evaluated, there are no posts or updates informing the
public about ICATs grant initiatives. If an individual went to ICATs page, there is nowhere they
would find information on small grants, and no way of knowing that ICAT even gives grants for
research in the first place.

In contrast to ICATs more active Facebook account, ICATs Twitter account

(@ICATatVT) has a smaller following, with only 925 followers. Twitter does not post nearly as
much, with recent posts spaced out about every two weeks. They have had only nine tweets in the
last month. Their posts inform the public about new research findings and innovations happening
on a global level as well as some updates about upcoming ICAT events. ICATs Twitter does not
post as much, but audience engagement is slightly higher than their Facebook. Their top
performing tweet was May 3rd Closing laptop orchestra concert for #icatday. Totals 60
exhibits, 350 presenters, 1300 attendees amazing day! and showed an accompanying video.
This post received eight retweets and 10 likes. Again with Twitter, there are no posts about the
grant program ICAT has to offer.
ICATs blog can be found at www.blogs.icat.vt.edu. The blog is relatively new, with their
very first blog post up on June 6, 2016. Some posts were posted on the same day, and ICAT did a
decent job at blogging every week in June. A lot of time had elapsed between the last June post
(June 30) and the first July post (July 22), and a result is inconsistency in views and engagement.
If ICAT does not pick a certain time to post, their audience will find it very difficult to continue to
follow ICATs blog. Just like Facebook and Twitter, ICAT has failed to discuss information
regarding grants on their blog.
SEO search terms in the content of social media will increase SEO. These terms may
include:
Virginia Tech Grants
Virginia Tech research grants
Virginia Tech research funding
Virginia Tech faculty grants
Virginia Tech student grants
ICAT grant
ICAT research
ICAT small grant
SEAD mini grant
Outreach to their Facebook, Twitter, and especially ICATs blogging site, will also
increase SEO if their blog utilizes certain terminology in their posts.
As are as image and online presence goes, ICATs social media image is very informative
and technology focused. ICAT tends to share and retweet content from other technological and
innovative organizations affiliated with Virginia Tech. However, there are not many views on
either social media platform. That is most likely because the audience (VT professors) is not
necessarily frequent social media users.
ICATs information on their social media platforms differs from their website information
such that social media features more updated recent events and news. Their website is not updated
as frequently because the information given on the website, such as their background, mission,
and programs does not change.

ICATs social media is integrated on the website only slightly. ICATs website does offer
quicklinks to each of their social media pages, but it does not feature any content that is posted
on their individual pages. Many organizations now include a Twitter and/or Facebook feed on the
side of their official company web pages. By linking each of their sites, there would be better
cohesiveness throughout all platforms and generate more activity across all platforms.
ICAT does not mention anywhere or on any platform that they are inviting faculty to
apply for their grants. That should be featured in the About section of each platform, with
regular posts updates about application opportunities and deadlines. But social media/online
presence is not only about posting regularly; it is also about providing audience with opportunities
to interact with your institution. Through interaction, ICAT will be able to build a stronger
relationship with and increase the opinion of their audience. ICAT should look for and post
content that will drive more interaction on their social media.
ICAT has affiliate links to Virginia Techs YouTube but does not own its own account.
Much of their target demographic (professors) is on Facebook, but the majority of them are on
LinkedIn, which they do not currently have. Strong consideration should be made in creating the
LinkedIn profile, allowing ICAT to fully reach their target audience. In addition, organizations
can gain followers with LinkedIn, which would help ICATs numbers greatly.

SWOT Evaluation:
The SWOT analysis explains the internal and external situations for the ICAT program.
The internal strengths of the program include the strong presence, public events, location on
campus, being funded by the state and the increase in growth among their social media accounts.
The internal weaknesses include the limited applicants for the grants, repeat applicants for the
grants, no LinkedIn profile, lacking Twitter and using the blog effectively. The external
opportunities for ICAT include the large target audience and future collaborations with students
and faculty. ICAT can also provide more user-generated content to increase interactivity and
communication with their audience. The external threat is possibility of the funding being cut.

Strengths
Strong presence in community
Public events almost every month
On Campus
State funding
Growing social media accounts

Opportunities
Address professors in the fields of art,
design, engineering and science
Collaboration with students and faculty
More interactivity on social media with
audience
User-generated content on platforms

10

Weaknesses
Does not get many grant applicants
Applicants for the grants are typically
repeats
No LinkedIn profile; limits reach to
target market.
Needs to update Twitter more
frequently
ICAT does not use its blog
effectively
Threats
Funding could potentially be cut

Conclusion and Opportunity Statement

ICAT is an interdisciplinary organization at Virginia Tech that currently provides small
grants for faculty and students alike, to pursue initiatives to break boundaries between art, design,
engineering, and science on a local, state, and national scale; however, opportunities for these
small grants are not widely known by faculty of Virginia Tech, the most important public of
ICAT.
In the past and currently, ICAT has done a good job with promotional events at Virginia
Tech and in the community. Since their first event in Blacksburg VA in June 2012, ICAT has
been a very active organization. ICAT holds multiple events essentially every month, whether
school is in session or not. A few of these events include, ICAT Day (a free informative day for
the public to explore and learn about ICAT), Community Meetings, and Tech or Treat (an
event for children, featuring Halloween fun-themed technologies developed by students and
faculty at the university from a variety of disciplines). ICAT promotes these days through their
Facebook and Twitter page, flyers around campus, and on the Upcoming Events tab on their
website. It is hard to determine the successes or failures of these events, and there are very few
events promoting their small grants initiatives, which is their current focus.
Through extensive analysis, it has been found that the best way to inform the target
audience, Virginia Tech faculty, about the availability of ICATs small grant initiative is through
not just one channel, but any and all channels that will effectively get ICATs message out. This
includes already existing accounts on Facebook, Twitter, and YouTube, the creation of a new
LinkedIn profile, email, SEO optimization on ICATs blog, and a traditional news media outlet
such as The Collegiate Times. ICAT rarely uses their blog page and this can be used to showcase
funding success stories and feature stories about projects that are currently being worked on by
faculty and ICAT. Blogs also improve SEO optimization if utilized properly. A survey will be
conducted on professors awareness of ICATs small grants, to better understand the needs of the
target audiences and support our campaign goals and objectives we have for ICAT.
Another request by the client is to reevaluate and rewrite the Funding Opportunities tab
of their website. We will entirely recreate this web page. In addition to this, we believe more links
and more accessible links to these funding opportunities will increase the engagement and amount
of applications. If all strategies are implemented the correct way, ICAT will successfully reach
Virginia Tech faculty and help even more researchers achieve their research goals, to create a
better and brighter future for all. The goal, objectives, and campaign strategies will be outlined in
the following Campaign Plan section.

11

CAMPAIGN PLAN
Goal Statement
ICATs purpose is to foster the creative process through creative use of art, science, and
technology, in order to create endless new possibilities for the future. Virginia Tech has 744
faculty members devoted strictly to research research scientists concentrating on creating new
knowledge and solving problems. In addition, Virginia Tech has about 1,600 tenured and teaching
faculty, many of whom conduct research. The problem is that very few individuals are aware of
ICAT and their purpose. Furthermore, this makes it even more difficult for the community to be
aware of the many small research grant opportunities that ICAT has to offer.
Our goal is for ICAT to reach their full potential in making the Virginia Tech community,
primarily professors and faculty, aware of the small grants initiatives that they provide, and
ensure that take advantage of the opportunity ICAT provides them. We will help ICAT reach and
interact with their target audience from every direction by reconstructing their website to include
more prominent information about their small grants, by redeveloping their current social media
platforms and creating an active LinkedIn page, and by fully utilizing communication channels
such as their blog and email.
With this campaign, we hope to generate the most interactivity between ICAT and
Virginia Tech faculty that ICAT has seen, on a consistent basis in order to build a stronger,
mutually beneficial relationship.

Objectives
1. Increase ICAT website traffic by improving SEO. Virginia Tech grant" is a search term
that would be good for ICAT to show up in. One way to accomplish this is by using this
terminology on all online content, social media, and blog. This can potentially increase
ICAT website traffic, specifically to their small grants initiatives.
2. Increase ICATs following to 1000+ in first 6 months. ICATs target audience is
professors. Because this group is older, they are not constantly browsing Facebook and
Twitter as students do. Professors are on LinkedIn. Therefore, we will create an ICAT
LinkedIn page in addition to their other social media accounts to expand their presence.
3. Increase ICATs following my 15 percent over the span of 6 months. ICATs social media
activity currently is not consistent month to month due to lack of structure. By creating a
timely schedule for Facebook, Twitter, YouTube and blog posts, ICAT will know exactly
when and what to post. Activity will increase, giving them a more prominent presence on
social media. This schedule will state exactly a) the platform and b) the type of post

12

4. Create an email subscriber listserv of 200-300+ Virginia Tech faculty. Communicating

ICATs initiative is the top priority of this campaign. When posting on social media,
audiences do not necessarily receive notifications from organizations. However, they do
receive notifications on emails, and that is the most efficient way to send out updates in a
timely manner.
5. Get an article on ICATs small grants featured monthly with The Collegiate Times. ICAT
should not limit channels of communication strictly to social media platforms. In order to
fully utilize their space on the Web, make ICAT a front page feature in the Collegiate
Times. We will create a pitch and press release for both ICATs site and social media.

Campaign Strategies
1. Website Reconstruction
On Homepage: Bold messaged banner to viewers ATTENTION FELLOW
RESEARCHERS: Need funding for your research? Click HERE! (leads to Funding
Optys tab.
Create entirely separate tab and page, Funding Optys, to include more specific
information on that. Having its own space will give it a stronger presence on the website.
It will also make it easier to find when being searching within a search engine.
Categories on tab: Major Grants, SEAD Mini Grants SEAD PK12 Mini Grants, Student
Grants will include opportunities, funding, applications, and timelines/deadlines.
The page will also feature different participants and the research they have done. This will
be updated anytime new opportunities arise.
2. Create a new LinkedIn profile
Will reach age group more effectively because more of the audience is on this platform.
LinkedIn is the most professional platform
Post research opportunities, grant opportunities, and updates available within ICAT.
Will maintain a positive image of education, innovation, and a sense of community.
Information on site will be cohesive with other social media platforms
3. Increase ICATs social media activity/interactivity on Facebook, Twitter, YouTube, blog, and
new LinkedIn profile.
Create monthly calendar of scheduled posts posts can range anywhere from small grant
initiative, ICAT updates, and any upcoming events. Posts will be diverse, with multimedia
complimenting posts.
Stay active of Facebook and Twitter increase content about ICATs small grants on both
sites to maintain consistent with website information
YouTube will have a weekly video that will show what ICAT is all about. This may
include anything concerning ICAT small grants, research, a feature on a staff member, or
content about their most recent events. Comments will be encouraged at the end of our
video from the audience to gain feedback to help improve ICATs communication efforts.

13

Increase information shared on blog leads to SEO improvement. Viewers can also
comment on blog posts, increasing engagement and interactivity between ICAT and its
target audience.

4. Create a listserv containing the emails for faculty and graduate students.
Effectively send out mass emails with information about grants and update subscribers on
different opportunities and deadlines.
Provide more in depth guidance on how to apply for grants step-by-step. Giving
subscribers clear, detailed instructions creates a greater willingness to apply among
individuals want to ease the process as much as possible for our target audience.
Encourage subscribers through emails to provide feedback with any and all questions.
5. Get The Collegiate Times to post an article about ICAT to share the innovative research ICAT
has conducted with the Virginia Tech faculty community.
First Create a pitch and press release explaining ICATs story and send those parts of a
media kit to The Collegiate Times.
Pitch will catch attention of the editor to cover ICATs story; press release will present
news story about ICAT to generate news coverage.
Virginia Tech faculty still utilizes traditional news media therefore, it will be an effective
strategy to get The Collegiate Times to cover ICATs story in order to reach this older
audience.

14

CAMPAIGN BUDGET
Campaign Tasks

Cost

Weekly/Daily Social Media

Posts and Weekly Blog
Posts

$0 (with the intern)

Range from $5 to $50 per post (If Boosting Facebook Posts)
Range $5 to $500 (If Boosting Facebook Page)
Range $0.50-4 per engagement (Promoting Twitter Post)

Sending Emails to
Professors/Graduate
Students

$0 (with the intern)

Constructing Website and

Keeping it up to date

$0 (with the intern)

Writing Press Releases to

Collegiate Times and Other
Newspapers

$0 (with the intern)

Hire Student to Post on the

Social Media Pages

Student worker ($7.50/hour for 8 hours a week)

Work Study ($7.50/hour goes to the students tuition costs)

This would be an unpaid intern that would be hired specifically

for this project. The intern would be able to get college credit
for the work with this project, while being in charge of the
project. There would be an unpaid intern each semester.
(Summer and winter could be included)

Budget Outline:
The budget for this project varies depending on what ICAT is willing to spend on the project. The
cost ranges from either very cheap or expensive. Posting on social media sites are free, but
promoting and boosting posts are important. In order to do so, it can end up costing between $.0550 for a single post. Boosting posts can be used for when ICAT has special events going on or if
there is a major project they want people to be aware of. The remainder of the posts can be left
alone with no extra costs. ICAT can either hire a student worker for $7.50 an hour for about eight
hours a week, or choose to hire an unpaid intern who could receive college credit as an
alternative. The benefit of this budget is that it can be personalized any way that fits ICAT best.

15

IMPLEMENTATION
1.

Website Reconstruction

We have reconstructed the ICAT website to be more user-friendly and geared towards supporting
ICATs funding opportunities. Weve created a separate tab altogether specifically to increase its
visibility to first time users. When you land on the site, the copy has all been changed and
shortened, but still conveys the same purpose of educating visitors about ICATs funding
opportunities.
On the right side of the Funding Optys landing page, weve edited a section to
specifically feature recently funded projects, in order to inform viewers on the immediacy
of the grant opportunities.
An embedded Twitter feed has also been added to increase backlinks for digital content
and SEO, and also integrate ICATs website with their social profiles. This feed could also
be interchanged with a LinkedIn embedded feed if one becomes available in the future.

New Homepage Banner:

A newly designed website banner links visitors to the Funding Optys tab on the website and
promotes how simple obtaining research can be. By incorporating a counter to show how few
applications have been submitted, this will inspire more applications due to a higher chance of
obtaining the grant.

16

Homepage Layout with New Funding Opty Tab:

17

New Funding Opty Page Layout:

18

2.

LinkedIn Profile

Our target demographic of Virginia Tech faculty is most active on LinkedIn as their primary
social media account. Similar to other social media platforms, LinkedIn provides a social
interactive community but is geared towards professionals across the world. The content shared
across LinkedIn is more mature, business focused, and success oriented. LinkedIn should be a
primary asset of ICATs social media profile.

19

3.

Social Media Activity

Below you will find sample posts for ICATs suggested social media.
All accounts LinkedIn, Facebook, Twitter, Youtube, and the ICAT Blog need to be
integrated with each other. The content that will be posted on each separate social account
will target the appropriate audience, but also must stay consistent with other social media
sites. This is in order to create an integrated image for ICAT as a company, as well as
benefit search engine optimization.
All social accounts bios and posts should focus to include, as much as possible, the
search terms, ICAT, Virginia Tech grants, ICAT grants, and other related terms.
This is especially important for the ICAT Blog, as backlinks are what mostly affect search
engine results.

ICAT Facebook:
ICATs current Facebook page is the most active and frequently engaged out of all their social
media pages. Facebook does not reach our target demographic of Virginia Tech Faculty as
effectively as LinkedIn, but it is still important to stay relevant and active in order to interact with
ICATs other demographics to remain integrated and increase SEO.
We have updated ICATs Facebook page to have a more optimized About section
which includes terms such as, funding, research initiative, faculty.
We have provided an example of a new Facebook post that will increase SEO.

20

ICAT Twitter:
Twitter is largely regarded as a news media depending on the accounts that one follows; thus
ICAT should treat it as a featured news medium. The example provided shows a reconstructed
About section to increase SEO.
The sample post provided shows how one can easily be informative and engaging, while
also promoting ICATs small grants:

21

ICAT YouTube:
YouTube should be continuously updated after every ICAT event and completion of a funded
research project. Posted videos can be anywhere from 20 seconds long to 4 minutes long. The
purpose in posting videos is to build backlinks to our website, increase SEO, and inform and
entertain our audience.

22

Calendar of Scheduled Social Media Posts:

ICAT was very inconsistent in the amount they posted across all social media platforms. In order
to create a structured schedule, we have created a calendar of social media posts for ICAT. This
will keep the posting frequency very consistent day to day, week to week, and month to month.

September 2016

23

October 2016

November 2016

24

December 2016

January 2017

25

February 2017

March 2017

26

April 2017

May 2017

27

June 2017

July 2017

28

August 2017

29

ICAT Blog:
The ICAT Blog is arguable the most important part of ICATs online presence. Blogs create
content that can be shared across social platforms, and are the most beneficial in improving SEO.
By strategically writing posts on past or upcoming events, it will increase the amount of digital
content about ICATs research funding opportunities. Blog posts can easily be shared by your
audience, or be reposted by other blogs. Viewers can also leave comments on blog posts, offering
opportunities for engagement, thus increasing interactivity between the organization and the
audience.
Provided below is an example of what an ICAT small grant blog post would be:
ICAT GRANTS
August 5, 2016
Remember when you were a kid and could ask your parents for money if you wanted to go see a
movie with your friends? Remember how easy it was for them to just give you the money?
If only the same easy principle applied to research funding. The discoveries and insights produced
by innovative academic research not only push the limits of our understanding, they also have a
clear and direct impact on our daily lives. Research conducted at U.S. academic institutions has
led to some of the most significant returns, such as advancing creative technologies and
expanding human knowledge. However this valuable research can be limited and hampered by a
lack of adequate support and funding. Reduced funding slows basic research, limiting advances in
basic science that may one day lead to important findings even cures.
The need for increased funding for research is clear, and that is why we are here. Implemented at
Virginia Tech in mid-2012, the Institute for Creativity, Arts, and Technology has served as a lab
for innovation. Our purpose is to foster the creative process through creative use of art, science,
and technology, in order to create endless new possibilities for the future. Our mission is to forge
a pathway between transdisciplinary research and artistic output, scientific and commercial
discovery, and educational innovation. One of our top priorities is to give grants to individuals
who wish to research and make a difference in a multitude of fields, especially diverse fields that
can work together.
ICAT invites applications for projects that are creative, innovative, and show a strong potential
for contribution toward the goals of ICAT and partnering units. Research projects funded by these
grants will help catalyze larger projects, long-term initiatives, or one-time events, performances,
and exhibitions that are visible at the national level. All faculty members at Virginia Tech are
invited to submit an application and lead a project team.
We are here to give researchers the funding they need to complete the research they want and
achieve their goals. For more information, visit our website www.icat.vt.edu. Well make it as
easy as getting money from your parents.

30

4.

Email Listserv

Communicating ICATs initiative is the top priority of this campaign. When posting on social
media, audiences do not necessarily receive notifications from organizations. However, they do
receive notifications on emails, and that is the most efficient way to send out updates in a timely
manner. Mass emails will be sent out explaining what the grants are and how to apply for them,
like the email example below:

Email for Professors and Graduate Students:

Dear (Insert Professor or Graduate Student Name):
Innovation is important locally, as well as internationally. Virginia Tech is looking for people
who are using innovative ideas in a variety of different fields. Are you looking to have an
innovative project fully funded? The Institute for Creativity, Arts, and Technology (ICAT) is
giving out $3,000 grants monthly.
ICAT has grants that focus on helping people from ages K-12 and university students to be able to
work and collaborate in multiple disciplines of STEM (Science, Technology, Engineering and
Math), breaking down barriers within the multiple disciplines of science, engineering, art and
design and new innovative unique ideas in fields. The research they fund needs to focus on
technology as well at least two of the following areas: design, architecture, behavioral sciences,
education, engineering, computer science, human sciences, humanities, social sciences, visual arts
and performing arts.
ICAT has one major initiative program, two mini grants, and one student grant.
These funds are for research among multiple disciplines. It is used to pursue creative projects,
pilot studies, feasibility studies, or preliminary research that initiates an extramural funding.
Information for all the grants:

The SEAD (Science, Engineering, Art, and Design) Major Initiative Program
o Available for faculty interdisciplinary teams
o Grant is up to $25,000
o Submission deadline: March 18th, 2016 (5:00 p.m. EST)
o Awards announced: April 8th, 2016
SEAD (Science, Engineering, Art, and Design) Mini Grant
o Available for faculty interdisciplinary teams
o Grant is up to $3,000
o Submission deadline: Last day of each month (5:00 p.m. EST)
o Awards announced: No longer than 30 days from submission
SEAD (Science, Engineering, Art, and Design) PK12 Mini Grant
o Available for PK12 teachers (preference to interdisciplinary teams)
o VT faculty must be primary investigator (PI)
o Grant is up to $3,000
o Submission deadline: November 1, 2016
o Awards announced: December 1, 2016 (funding begins January 1, 2017)

31

Student Grant
o Available to student teams or individual faculty (undergraduate and graduate students)
o Grant is up to $500
o Submission deadline: Last day of each month (5:00 p.m. EST)
o Awards announced: No longer than 30 days from submission

ICAT is always looking to help fund people with innovative ideas in multiple fields. To submit a
proposal, go to https://www.icat.vt.edu/funding. If you have any questions on any of the grants,
ICAT can also be contact by email at icat@vt.edu, phone at (540) 231-1318, or mail at 190
Alumni Mall, Mailcode 0916, Blacksburg, VA 24060.
Sincerely,
ICAT Team

32

5.

The Collegiate Times

Our older more mature audience of professors uses traditional media as a source for news. In
order to fully utilize their space on the Web, we will make ICAT a front page feature in the
Collegiate Times. The pitch and press release is provided below to cover ICATs story.

Pitch:
A pitch is a message sent to the editor or journalist regarding a potential news story. The main
objective is to catch his or her interest in the story. In this particular case, we would write to
Ricky LaBlue, Editor-in-Chief at The Collegiate Times, about featuring ICATs small grant
initiative in the newspaper.
FOR MORE INFORMATION CONTACT:
Cecile Nguyen
ICAT Public Relations Team
ctn1020@vt.edu
(222) 222-2222
Dear Ricky LaBlue:
Funding for research into new scientific learning and new technologies is crucial and at times
very difficult to get. Researchers fight to justify investing taxpayer dollars in projects that can
appear risky. However, these projects also offer significant returns if they are successful solving
global problems, improving economic development, and advancing human knowledge.
Within Virginia Tech is the Institution for Creativity, Arts, and Technology, better known as
ICAT. ICAT is a strong organization with a sound purpose and goal: to promote and facilitate
creative innovation by breaking boundaries between art, design, engineering, and science on a
local, state, and national scale. More importantly, they provide small grants to enable faculty and
students to pursue these initiatives. The problem is that very few individuals are aware of ICAT
and their purpose. Furthermore, this makes it even more difficult for the community to be aware
of the many small research grant opportunities that ICAT has to offer.
ICAT and the Public Relations Campaigns class would like The Collegiate Times to compose an
article about ICATs small research grant initiative. Traditional media reaches our more mature
target audience, which is why The Collegiate Times is the appropriate outlet to spread ICATs
message. You are invited to a client meeting with Holly Williams, the Program and Business
Operations Manager and her associate Susan Bland. The meeting will be Aug. 10, 2016 at 4 p.m.
Please follow up by Monday, Aug. 8 by 2 p.m. to Cecile Nguyen at ctn1020@vt.edu. Your
involvement would be greatly appreciated.
Best Regards,
Cecile Nguyen
ICAT Public Relations Team

33

Press Release:
A press release conveys a particular message to news media outlets. It is a news story about our
organization is used to generate news coverage for our organization, which in this case is ICAT.
We have provided a news release example for ICATs small grant opportunity below.
NEWS RELEASE
FOR IMMEDIATE RELEASE
ICAT SMALL GRANT OPPORTUNITY
Blacksburg. Aug. 9, 2016 The Institute for Creativity, Arts, and Technology (ICAT) invites
Virginia Tech faculty to apply for SEAD mini grant and PK12 mini grants to help facilitate and
achieve their research goals.
ICAT offers SEAD (Science, Engineering, Art, and Design) mini grants that amount up to
$3,000 and are open to faculty interdisciplinary teams. The submission deadline is the last day of
each month and must be submitted by 5 p.m. EST. SEAD grants awarded will be announced no
longer than thirty days from submission.
These grants are used to pursue a wide range of transdisciplinary activities including
creative projects, pilot studies, feasibility studies, or preliminary research. Projects that are funded
by SEAD grants will help catalyze larger projects, long-term initiatives or short-term events, and
performances and exhibitions that are visible at the national level.
ICAT seeks to promote research and education at the boundaries between art, design,
engineering, and science, said R. Benjamin Knapp, director of ICAT. We encourage proposals
that involve creative practices that are interdisciplinary as well as critically focused toward
development and advancement.
ICAT also offers $3,000 PK12 mini grants to PK12 teachers, with preference given to
interdisciplinary teams. The submission deadline is November 1, 2016. Awards will be
announced no later than December 1, 2016, for funding to begin by January 1, 2017.
34

ICAT is in search of innovative teachers and school districts interested in exploring

modifications to teacher practice, classroom design, and curriculum, stated Knapp. This will
help encourage design practice, strengthen creativity, and improve teach self-efficacy in the
creative process.
These funds are used to pursue creative student or teacher projects, pedagogical pilot
studies (classroom or school-wide), intervention feasibility studies, or preliminary research. More
specifically, funding can be used for student wage, guest speakers and visiting experts, projectspecific equipment, non-conference travel, and partial conference travel. All activities will be
subject to approval of the Institutional Review Board at Virginia Tech and approval of the grants
manager within school districts.
It is very important these small grant opportunities are publicized and reach our entire
audience, said Holly Williams, manager of Program and Business Operations for ICAT.
Funding for research is crucial and at times very difficult to get. That is why we are here.
For more information about SEAD mini grants and PK12 mini grants and applications,
visit www.icat.vt.edu/funding or contact Lisa Jansen, senior manager of Budget and Contracts for
ICAT at ljansen@vt.edu.

Media Contact:
Cecile Nguyen
ctn1020@vt.edu
222-222-2222
About ICATs Small Grant Program:
The institute invites proposals that may involve one or more of the universitys three land grant
university missions (discovery, learning, and engagement). Competitive proposals involve
creative practices in preparation of K-12 and university students to work and succeed in a world,
where the individual disciplines of STEM must collaborate, promotion of new trans-disciplinary
research domains that transcend institutionalized boundaries between science, engineering, art,
and design and are needed to fuel future innovation within local, state, and national industrial
partners, participation from people of all ages in the process of co-creation where new ideas can
come from anywhere.
35

APPENDIX
ICAT Initiative Research Survey
1. Do you believe that there are adequate funding opportunities available for faculty to
conduct their desired research?
a. Yes
b. No
2. How have you funded your research in the past?
a. Personal funding
b. Department funding
c. Small grants
d. Have not conducted research as of yet
3. Are you familiar with the Institute for Creativity Arts and Technology? Also known as
ICAT.
a. Yes
b. No
4. If familiar with ICAT, how did you hear and/or learn about ICAT?
a. Promotional Flyers on Campus
b. Virginia Tech Website
c. Email
d. Social Media
5. Is ICATs research relevant to your line of work?
a. Yes
b. No
c. Sometimes
6. Would you work with ICAT for any type of research?
a. Yes
b. No
7. Have you heard of ICATs small grants initiatives for faculty and students?
a. Yes
b. No
8. Overall, how satisfied are you with ICATs grant program?
a. Very dissatisfied
b. Dissatisfied
c. Neutral/Not Applicable
d. Satisfied
e. Very Satisfied
9. Have you ever applied for or received a research grant from ICAT?
a. No
b. Yes, Applied
c. Yes, Received
10. If yes, were you satisfied about the tools used to communicate with you about your
research grant?
a. Yes
36

b. No
c. N/A; Did not apply
11. What means of communication would you prefer in order to receive updates about
research grants and ICAT?
a. Email
b. Department website
c. Social Media
d. VT website
e. Other_____________
12. Which social media sites are you active on? Check all that apply.
a. Facebook
b. Twitter
c. Instagram
d. LinkedIn
e. Snapchat
f. Other______
13. What social media platforms do you use to stay updated with programs at Virginia Tech?
Circle all that apply.
a. Facebook
b. Twitter
c. Instagram
d. LinkedIn
e. Snapchat
f. Other______
g. I do not follow any social media platforms for updates on programs.
14. Do you follow ICAT on any social media platforms?
a. Yes
b. No
15. If you do not follow them on social media, would you be willing to follow them for
updates on the program?
a. Yes
b. No
16. Are there any additional comments or information that you would like to bring to our
attention or share?
Demographic Questions
17. What department are you in?
18. What is your current age?
19. What is your faculty rank?
20. How often do you do interdisciplinary research?
21. How often do you apply for research grants?

37