CommunicationPlan

AlejandraDurnTrinidad


TableofContents
Executivesummary...2
S.W.O.T..3
PROpportunityandObjectives.4
Theory..4
PublicsandStrategy..4
CommunicationPlan....5
Tactics..6-13
Evaluation14-15
PicturesofAviationDay.16-18

ExecutiveSummary

History
AviationDaywasfirstcelebratedatPurdueUniversityin1911.OnApril16,2016,105
yearslater,Purduehostedthiseventforthesecondtime.Thesecondtime,theevent
wassponsoredbyRepublicAirwaysandbroughtinapproximately2,100people.Purdue
willhostAviationDayforthethirdtimethisyearandhopestomakeitanevenbigger
successthanthepreviousyear.TheeventwilltakeplaceonApril22,2017from11a.m.
to4p.m.

AviationDay2017
AviationDayisadayofallthingsaviationthatwilltakeplaceatthePurdueUniversity
studentairportonApril22,2017.Itisaneventorganizedby11studentorganizations
withintheAviationDepartment.Thestudentsareresponsiblefororganizingthe
speakersforthedaysuchasPurduePresidentMitchDanielsandAviationDepartment
HeadProfessorJohnMott.Thestudentsarealsoresponsiblefororganizingthedays
activitiesandgettingsponsorsfortheevent.Thesponsorsareairlinesandplane
companiesthatwillbringtheirairplanes,whicharethemainattraction,todisplayfor
thepublic.AviationDayisacelebrationofPurdueAviationsinfluenceontheaviation
industry.


Mission
Flyin,driveinorwalkintocelebratethepast,presentandfutureinfluenceofPurdue
AviationandtheSchoolofAviationandTransportationTechnologyontheaviation
industry.

KeyAttractionsofAviationDay
Majorairlinedisplays
Aircraftdisplayandhistoricexhibit
Activitiesandarts&craftsfortheentirefamily
KeynoteSpeakers
IanKirby,formerpilotforBritishAirwaysandflightengineer
LesAbend,captainforAmericanAirlinesandaviationanalystforCNN
Food

S.W.O.T.

Strengths
AviationDayhasastudentcommitteetoorganizeitandhelppromoteit.
TheeventisscheduledonaSaturdayinAprilandfamiliesliketoattendoutdoor
familyeventsintheSpring.
Theeventisopenandfreetothepublic.
Therewillbefoodavailabletopurchasesofamiliescanstaylonger.
Thereisbudgettoworkwithtoincreasemediacoverage.

Weaknesses
Thewebsitefortheeventisnotupdatedforthisyear.
TheFacebookpagefortheeventisnotupdatedanditsunattended.
Aviationstudentsdonothavetheinitiativetostartpromotingtheevent
themselvesearlyoninthesemester.

Opportunities
AnewuptodatewebpagecanbeeasilymadethroughWeeblyorotheruser
friendlywebsite.
TheFacebookpagecanbeupdatedeasilyandweeklypostscanbescheduled.
ThePurdueExponentcanbecontactedtocoverthestory.
MasscommunicationstudentsinFastTrackcanbeinvitedtocovertheeventor
doapromotionalvideo.
Studentorganizationsoncampuscanbeinvitedtoparticipateandvolunteerfor
theevent.
AirlinesareattractedtoPurdue,duetotheschoolsreputationandtorecruit
students,andwillregistertheirairplanestoflyintotheevent,whichisagreat
publicitycomponent.

Threats
Itisanoutdooractivitythereforeitcanbeaffectedbyunfavorableweather
conditions.
Familymaynotbeattractedtotheairplaneindustryenoughtospendtheir
Saturdayafternoonattheevent.

PROpportunity
EnhancemediacoverageofAviationDaytoincreasethenumberofattendeesatthe
eventonApril22,2017.

Objectives
ToenhancemediacoverageofAviationDayinordertoincreasethenumberof
attendeesfrom2,100to2,300peopleonApril22,2017.

ToincreasethenumberofFacebooklikesfrom509to800byApril22,2017.

Theory
ForthiscampaignIwillutilizethecumulativeeffectstheory.Thistheorystatesthat
persuasivecampaignsaremosteffectivewhenthemessagecomesfromavarietyof
sourcesandisrepeatedfromthesamesource,butoveranextendperiodoftime.From
FebruaryuntilApril2017IwillpromoteAviationDaythroughavarietyofsocialmedia
postsandthroughlocalmediaoutlets.Thiswillensurethatthepublicsarereceiving
informationaboutAviationDayfromavarietyofsourcesoveranextendedperiodof
time.

Publics

1. PurdueStudents
2. FamiliesfromGreaterLafayette

Strategy
1. IwilltargetPurduestudentsthroughcreativeandengagingsocialmediaposts.
2. IwilltargetfamiliesfromGreaterLafayettethroughlocalmediaoutlets.

CommunicationPlan
1. IwilltargetPurduestudentsthroughcreativeandengagingsocialmediaposts.
a. UpdateAviationDayFacebookpage.
b. UpdateAviationDaywebsiteandlinkittotheFacebookPage.
c. Createweeklysocialmediaplans.
i. Postswillfeatureconfirmedsponsorsandplanes.
ii. Postswillfeatureconfirmedspeakers.
iii. Postswillfeatureconfirmedactivities.
d. Createsocialmediat-shirtgiveaway.
i. Twentyt-shirtswillbegivenawaythroughsocialmedia.
e. ReserveplaceatPurdueandgivefreepizzaforlikingtheFacebookpage.
i. Use$35tobuy6regulartoppingpizzas.
ii. HandoutflyersaboutAviationDayduringthepizzaevent.
f. UsesocialmediatointeractandinvitePurduestudentsandstudent
organizationstolikePurdueAviationDayFacebookpageandattend
event.
2. IwilltargetfamiliesfromGreaterLafayettethroughlocalmediaoutlets.
a. Writepressreleaseforthemediakitthatthedepartmentwillpublishon
theirwebsite
b. ContactStarCityBroadcastingtorunPSAsandcommercials
i. ObtainaquoteforPSAsandcommercialsfromSkiAnderson,sales
manager.
c. Sendoutcreativeflyertolocalschoolstobedistributedtoparentsin
schoolnewsletter
i. ThehighschoolsthatcanbecontactedincludeLafayetteJefferson,
Harrison,McCutcheonandWestLafayette.
ii. ThemiddleschoolsthatcanbecontactedincludeSunnyside,
TecumsehandLafayetteChristian.
d. Distributeeventflyerinpublicareas.
i. Publiclibraries,familyYMCAandlocalchurches.

Tactics

Budget
Flyers-$0
Purduefreeprinting
Pizzasfortabling-$32.10
6regulartoppingpizzasfor$5eachplustax
StarCityBroadcastingcommercials-$600
WAZY15commercials,60secondsat$20each
WAZY15PSAs,60seconds
BOBFM20commercials,60secondsat$15each
BOBFM20PSAs,60seconds
WSHY-AM50PSAs,60seconds
Totalexpenses-$632.10
*TheseexpenseswerecoveredbytheAviationDayfundswhicharemanagedbythe
Polytechdepartment.

ProfessionalEmailtoSkiAnderson,salesmanageratStarCityBroadcasting
HiSki,

Ihopethisemailfindsyouwell.Hopeeveryoneiswellatthestation!

Thissemester,IamworkingonpromotingPurdueAviationDayonApril22,2017.
Perhapsyou'veheardofit,itisadayofallthingsaviationwhereairlinesgotothe
airportandshowcasetheirairplanes.Therewillalsobeactivitiesfortheentirefamily,
airplanedemonstrations,andmuchmore.Lastyear,wasthesecondtimeitwashosted
in105yearsanditwentreallywell.Thisyearwearewantingtomakeitbiggerand
better.Thatsaid,wewouldliketopromotetheeventonWAZYandBOB.Couldyouput
togetheraquoteformeforPSAannouncementforPurdueAviation?Wewouldlikeit
torunfortwoweekspriortotheevent,April22,2017.

HereistheFacebookpagefromlastyear,ifyou'dliketotakealook
https://www.facebook.com/purdueaviationday/?ref=bookmarks.

Thankyou!
AlejandraDuranTrinidad

SocialMediaPlan
Icreatedfiveweeksworthofsocialmediacontent.Thisisthecontentfortheweekof
AviationDay,April17toApril22.

SocialmediaContest
Therewere108peoplewhoparticipatedinthesocialmediacontest.Usingarandom
numbergenerator20numbersweredrawnthatcorrespondedwith20ofthe
participants.

PressRelease
IwrotethispressreleaseforthemediakitthatwasreleasedonthePurduePolytechnic
Institutewebsite.

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TablingandFreePizza
TheweekofAviationday,Iselectedadayfrom1p.m.to3p.m.togiveafreesliceof
pizzatothosewhowouldliketheeventsFacebookpage.Igaveaway6pizzastabling
forAviationDay.

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Flyer
ThePurduemarketingteamandIcollaboratedonmakingthisflyerforAviationDay.
ThemarketingteamwasresponsibleforthemaindesignwhileIwasresponsibleforthe
placementofthecompanylogos.

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Infographics
IcreatedthefollowinginfographicstopromoteAviationDayonsocialmedia.

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Evaluation
ThePurdueAviationDaypublicitycampaignwascreatedusingtheR.A.C.E
(Research,Analysis,Communication,Evaluation)model.Ibeganthecampaignby
doingresearchontheeventtolearnwhatitwasaboutandwhypeoplewouldfineit
appealing.IlearnedthatAviationDaywasfirstcelebratedatPurdueUniversityin1911.
OnApril16,2016,105yearslater,Purduehostedthiseventforthesecondtime.The
PurduePolytechnicInstitute,whichistheuniversitydepartmentthathoststheevent,
wantedtomaketheeventatraditionwiththehelpofthiscampaign.Thiscampaign
wouldstartthetraditionbypublicizingthethirdAviationDayonAugust22,2017
whichwouldtakeplaceatthePurdueAirportfrom11a.m.to4p.m.AviationDaywasa
freeeventthatwasopentotheGreaterLafayettecommunityaboutallthingsaviation.
Themainattractionwereairlinesandtheiraircraftwhichwereondisplayforthepublic
toexperience.ThisyearspresentingairlineandmainsponsorwasPSAAirlines.Aside
fromtheairplanes,therewerealsoartsandcrafts,ahistoricexhibit,keynotesspeakers,
andfoodfortheattendees.ThemissionofAviationDaywastoflyin,driveinorwalk
intocelebratethepast,presentandfutureinfluenceofPurdueAviationandtheSchool
ofAviationandTransportationTechnologyontheaviationindustry.
Afterhavinganunderstandoftheevent,IbegantheanalysispartoftheR.A.C.E.
model.IcreatedaSWOT(Strengths,Weaknesses,OpportunitiesandThreats)analysis
tobeabletodeterminetheobjective,targetaudiencesandstrategyofthecampaign.
Thereweretwoobjectivestothiscampaign.Thefirstobjectivewastoenhancemedia
coverageofAviationDayinordertoincreasethenumberofattendeesfrom2,100to
2,300peopleonApril22,2017.Thesecondobjectivewastoincreasethenumberof
Facebooklikesfrom509to800byApril22,2017.ToaccomplishtheseobjectivesI
targetedtwospecificpublicswhichwerePurduestudentsandfamiliesfromGreater
Lafayette.Next,Iformedastrategytotargetbothofthesepublics.TotargetPurdue
students,Icreatedengagingsocialmediaposts.TotargetfamiliesofGreaterLafayette,
Iusedlocalmediaoutletstopromotetheevent.Oncetheanalysispartwasestablished,
Iproceededtothecommunicationplan.
TheplanIexecutedinvolvedcreatingengagingsocialmediapoststotarget
Purduestudents.TheeventhadanestablishedFacebookpageandwebsite,butthese
neededtobeupdatefor2017.Iupdatedbothsitesandlinkedthemforconsistent
messagestobedeliveredtothepublics.Then,Icreatedafiveweeksocialmediaplan
thatwouldleaduptoAviationDay.Thepostsincludedinformationontheairlinesthat
attended,theaircraftthatwasondisplayandthespeakersthatpresented.Ialso
createdasocialmediacontestthatawarded20individualsfreeAviationDayt-shirts.
Thecontestwassimple.Tobeenteredintothedrawingindividualshadtolikeand
sharetheeventsFacebookpage.Therewereatotalof108participants.Each
participantwasassignedanumberfrom1-108andIusedanonlinenumbergenerator

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todraw20numbersthatcorrespondedwith20participants.Ialsousedsocialmedia
toannouncetablingfortheevent.Fortabling,Ireservedaplaceofhightrafficon
campus,theclappingcircle,andsetupatablewithflyersfortheevent.Ialsobrought
pizzaandgaveafreesliceofpizzatothosewhostoppedtolearnaboutAviationDay
andlikedthepageonFacebook.
ThesecondpartoftheplanthatIexecutedinvolvedtargetingfamiliesofGreater
Lafayettethroughlocalmediaoutlets.Iwroteapressreleasethatwasincludedina
mediakitthatthedepartmentpublishedontheirwebsite.IalsocontactedStarCity
Broadcasting,alocalradiostation,tobuycommercialsandgetPSAstorunforthe
eventathightrafficairtimes.Imanagedtoget35commercialsand35PSAsthatwere
splitevenlybetweentwopopularradiostations,WAZYandBOBFM.Inaddition,I
obtained50PSAsonthestationsAMstation.Finally,themainflyerfortheeventwas
acollaborationtacticbetweenthedepartmentsgraphicdesignerandmyself.Thisflyer
wasdistributedtoschools,librariesandlocalchurches.
ToimplementthecommunicationplanIrequiredabudgetof$632.10.Themain
expenseswerefortheradiocommercials,$600.00,andthepizzafortabling,$32.10.
ThemoneywasavailableandgrantedformarketingusebythePolytechnicdepartment.
Overall,thepublicityforAviationDaywasasuccess.Thefirstobjectivetoreach
800likeswasshort23likeshavingachievedatotalof777likesbyAugust22,2017.The
secondobjectivetoachieveanattendancenumberof2,300peoplewassurpassedbyat
least1,000.Althoughtherewasnotaclickerthatmarkedattendanceattheentrance,
duetoamishap,theestimatednumberofattendeeswasabout3,500.Thisestimatewas
madebasedoncrowdobservationsandcomparisontolastyearsattendancenumber.
IfIcouldhavedonethingsdifferently,Iwouldschedulemorethanonedayof
tabling.Iwouldscheduleatleastthreedays.Thetablingactivityprovedveryeffective
asitgotmetoachieveatalmost100likesinoneday.Itwaseffectivebecauseofthe
face-to-faceinteractionandalsotheimmediategratificationofreceivingfreepizza.IfI
haddonemorethanonedayofthisactivity,Iwouldhavereachedtheobjectiveof800
likesandIwouldhavesurpassedit.AnotherthingIwouldhavedonedifferentlyisto
haveaposteventsurvey.Thissurveywouldhelptabulateanestimateofthepeoplein
attendance.Althoughitisnotguaranteedthateveryoneinattendancewouldtakethe
survey,itwouldatleastgivearoughnumber.Thesurveycouldbeeasilydistributed
andrecordedelectronically.
Ultimately,thedepartmentsvisionwastostartthetraditionofAviationDayby
makingitayearlyevent.Wewereabletoachieveasignificantturnoutfortheevent,
roughly3,500people,withnocomplaintsthusfar.Therefore,Iwouldsaythatthe
GreaterLafayettecommunityenjoyedtheeventandwillbelookingforwardtoitnext
yearandinyearstocome.

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PicturesofAviationDay

OverviewofaircraftsondisplayatAviationDay.

PSAAirlinesreceivesawardforbeingthepresentingsponsor.

UnitedAirlineswasanothersponsors.

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AviationDayvolunteerinteractswithattendee.

Childdiscoversinteriorofanaircraft.

Childrenplayintheaviationartsandcraftsroom.

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Manlooksatimagesfromthehistoricexhibit.

KeynotespeakerIanKirbydeliverspresentation.

AttendeespurchaseAviationDayt-shirts.

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