Intern Southwest Campaign Book

INTERNSouthwest
Bridging the Gap between
Students and Employers
Grace DeMeulenaere, Shannon Karpinski,

Maura Levigne, Sarah Puorro and Alexa Wolfe
Foreword and Acknowledgement
This campaign project was undertaken as a requirement in the capstone class
COM 4500 taught by Diana Berkshire-Hearit at Western Michigan University in the
Spring of 2015. The students who established this campaign are Grace DeMeulenaere,
account executive, Maura Levigne, assistant account executive, Alexa Wolfe, creative
director, Shannon Karpinski, media director and Sarah Puorro, budget coordinator.
This campaign is the final project requirement before these students receive their
Bachelor of Arts degree in Public Relations from the School of Communication.
This campaign was created for Southwest Michigan First of Kalamazoo,
Michigan. Included in this book is an overview of Southwest Michigan First, the
problem at stake, key target publics, the detailed campaign plan to solve the problem,
research that was done by the students listed above, the budget and timeline of the plan,
as well as all of the information and media needed to complete the campaign.
This plan was developed as a result of a teaching exercise and simulation and not done
directly for the client, but as a practical application of teaching methods. The client is
welcome to use the information and plan enclosed, but the implementation of the plan
is up to the sole discretion of the client.

Table of Contents

Section 1: Executive Summary…………………………………………………..……………………..………1
Section 2: Situation Analysis………………………………………………………………………………..….3

• Overview of Client……………………………………………….………………………………..……..3
• Analysis of Problem………………………………………………………………………………………4
• Profile of Target Publics……………………………………………………………………………..…5
Section 3: Campaign Design and Implementation…………………………………………………….14

• The Campaign Plan………………………………………………………………………………........14
o The Planning Process…………………………………………………………………………14
o Key Messages…………………………………………………………………………………….15
o Goals and Objectives……………………………………………………………………..…..17
o Strategies and Tactics………………………………………………..………………………22
o Schedule………………………………………………..…………………………………………35
o Budget……………………………………………………………………………………………..38
o Timeline………………………………………………………………………………………..…39
Section 4: Evaluation Plan……………………………………………………………………………………..40
Section 5: Conclusion…………………………………………………………………………………………….42
Section 6: Appendix………………………………………………………………………………………..….…43
• Appendix A…………………………………………………………………………………………………43
• Appendix B…………………………………………………………………………………………………45
• Appendix C…………………………………………………………………………………………………46
• Appendix D…………………………………………………………………………………………………47
• Appendix E…………………………………………………………………………………………………48
• Appendix F…………………………………………………………………………………………………49
• Appendix G…………………………………………………………………………………………………51
• Appendix H………………………………………………………………………………………………...52
• Appendix I……………………………………………………………………………………………….…53
• Appendix J………………………………………………………………………………………………….54
• Appendix J.1…………………………………………………………………………………………….…55
• Appendix J.2…………………………………………………………………………………………….…56
• Appendix J.3…………………………………………………………………………………………….…57
• Appendix J.4……………………………………………………………………………………………...58
• Appendix K…………………………………………………………………………………………………59
• Appendix L…………………………………………………………………………………………………60
• Appendix L.1……………………………………………………………………………………………….61
• Appendix L.2………………………………………………………………………………………………62
• Appendix L.3………………………………………………………………………………………………63
• Appendix M……………………………………………………………………………………………..…64
• Appendix N…………………………………………………………………………………………………65
• Appendix O……………………………………………………………………………………………..….70
Section 7: References……………………………………………………………………………………………..73
Section 1
Executive Summary
INTERN Southwest
Bridging the Gap

Executive Summary

Within this campaign book there is an idea that has the potential to benefit
undergraduate and graduate students as well as organizations in the southwest Michigan
region. This campaign offers students with the resources necessary to find an internship
and reside in the seven counties including Kalamazoo, Branch, Van Buren, Calhoun,
Berrien, and St. Joseph. Organizations within the region will also benefit by sharing their
information regarding internships and filling those positions with qualified and talented
students. Our mission is to bridge the gap between students and employers. This means we
want students to feel comfortable searching for internships and employers to realize the
benefits these students will bring to their organization.
With this mission in mind, we decided to create an internship database, Intern
Southwest. This database will be an access point for both students and employers to go to.
The students will be able to create a profile, search for internships based around the field
they are in, and find out what the communities of southwest Michigan have to offer outside
of work to encourage them to reside in the area. The organizations will also create a profile
and post their internships on this database for students to search. Furthermore, the
organizations can recruit students for specific internships by searching through student
profiles. The main point behind the database is to spread awareness of the possible
opportunities within the southwest Michigan region as well as keep young talent in the
area. The more students are aware of the opportunities in southwest Michigan, the more
likely they are to stay here.
Throughout the process of coming up with the idea of creating a database, we
researched what is lacking in the current database options. We examined these databases,
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surveyed students, and asked companies and universities for their input. We found that it is
hard for students to find internships because the databases are confusing to navigate, the
listings on these websites are not current or easily accessible, and they are generally
unaware of ways to look for internships. This database will help to combat this. With an
easy to use format and welcoming interface, students will find that Intern Southwest is
more accessible and helpful in finding an internship position within the southwest
Michigan region. Our findings when asking organizations and universities for feedback
were the processes in which organizations have to go through to post their internships
were often challenging or confusing. Our goal for organizations is to make Intern
Southwest the go-‐to database to list all of their internship opportunities by creating a
website that is easy to use and actually helpful in filling those roles within their
organization.
We looked at this as an opportunity to bridge the gap between students and
employers through expanding the reach for both sides. Through transparency, both
students and employers will reap major benefits from each other’s resources. Students
have the talent to fill these internship positions and organizations have the experiences
necessary for these students to grow in their professional careers. Bringing these two
groups together to one database will increase the amount of students who participate in
internships, and therefore create a stronger community within the southwest Michigan
region.

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Section 2
Situation Analysis
INTERN Southwest
Bridging the Gap

Overview of Client

Southwest Michigan First is an economic development company that is
passionate about cultivating a strong economic future in southwest Michigan. Founded
in 1999, Southwest Michigan First is an organization of privately funded economic
development advisors that help assist our community to success. Its main goal is to
assist all companies, from Fortune 500 companies to two-person startup businesses, in
job creation and to provide jobs in the southwest Michigan region. Southwest Michigan
First is a growing organization with 25 employees, lead by CEO Ron Kitchens.
Southwest Michigan First's mission is to assist companies in growing jobs. It is
committed to growing companies, because it believes that is the future. It focus on
business-to-business marketing, supply chain management, workforce development,
capitol acquisition, site selection, consulting services, brand development, and efficient
government.
Southwest Michigan First heavily communicates through media and events. With
a strong web presence on Facebook, Twitter, and a well known website of its own, it has
a large influence and reach with the general public. It is known in the southwest
Michigan community for the different leadership events it holds annually such as
Catalyst University and Populus 2015. Southwest Michigan First is invested in growing
the southwest Michigan region into all that it can be, dedicated to helping it reach it's
potential, and focused on improving the community by creating jobs.
The budget given for this particular project is $6,500 and the campaign will be
launched by July 1, 2015. Southwest Michigan First has partnered with the Monroe
Brown Foundation to create an internship program that provides internships for
students within the southwest Michigan region, but it only lists 41 available internships
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for the whole region. Competitors of Southwest Michigan First that would impact the
outcome of this campaign include other economic development groups within the
southwest Michigan region and outside of the region.
Problem Statement
Southwest Michigan First currently believes there is a lack of internships and
knowledge of available information on current internships in Kalamazoo, Van
Buren, Calhoun, Berrien, Cass, St. Joseph and Branch counties, which leads to
less young talent remaining in the areas to promote economic development as a
result.
Situation Analysis
Southwest Michigan First wants to keep young talent in the area to continue to
increase the economic and community development within the southwest Michigan
region. Southwest Michigan First sees a correlation between the low number of
internship positions and limited accessible information about knowledge regarding
available internships in the counties of Van Buren, Kalamazoo, Calhoun, Berrien, Cass,
St. Joseph and Branch. The organization is involved because it acts as the facilitators
and the prominent economic development group in the area. An increase in information
of various internship positions and an increase in internship opportunities will directly
affect students in southwest Michigan and hopefully entice the students to stay in the
region after graduation. Companies provide the internships and will benefit from the
input and work of young and talented interns.
Southwest Michigan First faces a major setback in acquiring information from
other organizations. Primarily, Southwest Michigan First is unaware of the true number
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of internships offered in the region. It is possible that many large organizations or small
businesses have not and might not want to share information about their internship
programs or statistics.
The concern with “brain-drain”, which is when students are educated and built
up by the community but choose to leave the region and take their talents to a new area,
within these areas is a prominent factor that contributes to the decrease in the growth
within the southwest Michigan region. If students leave the area and take their talents
and education elsewhere, southwest Michigan will fall behind in development in
comparison to the other cities and regions that the recent graduates move to. If this
continues, southwest Michigan will not have the ability to grow to its full potential.
Southwest Michigan First has the opportunity to take action and make necessary
changes. It is essential for this organization to provide information on where internships
are available in the region, to devise an efficient way to offer internship opportunities to
students and graduates, and to keep the young talent in the area in order to continue its
growth. It is essential for Southwest Michigan First to take action to combat this
problem and continue to increase economic development in theses areas.
Profile of Target Publics
Key Public One: Undergraduate and Graduate Students who attend
universities and colleges in the Kalamazoo, Branch, Van Buren, Calhoun,
Berrien, Cass, and St. Joseph counties.
The Southwest Michigan region consists of seven counties: Kalamazoo, Branch,
Van Buren, Calhoun, Berrien, Cass, and St. Joseph. Within these seven counties, there is
one research university, five community colleges and three private colleges, which in
total consists of 55,143 students.
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Western Michigan University, founded in 1903, is the only research college in the
southwest Michigan area and currently enrolls 23,914 students. Of those students, 49
percent are male and 51 percent are female. The majority of students, 87 percent, are
from Michigan, while 5 percent are from others states and 8 percent are from other
countries. Undergraduates make up 79 percent of the students at Western Michigan
University, while the other 21 percent are in the graduate programs.
Along with a research university, there are five community colleges in the
southwest Michigan region which consist of: Kalamazoo Valley Community College,
Glen Oaks Community College, Kellogg Community College, Southwestern Michigan
College and Lake Michigan College. Kalamazoo Valley Community College opened in
1966 in Kalamazoo, Michigan and currently enrolls 10,192 students; 49 percent of those
students are female and 51 percent are male. Glen Oaks Community College was
founded in 1965 in Centreville, Michigan and enrolls 1,121 students; 39 percent of those
students are male and 61 percent are female. Kellogg Community College was
established in 1956 in Battle Creek, Michigan and consists of over 6,251 students.
Another community college in the area is Southwest Michigan College located in
Dowagiac, Michigan. Southwest Michigan College enrolls 2,892 students, of which 1,156
are male and 1,646 are female. Lastly, there is Lake Michigan College, which opened in
1946 and has an enrollment of 4,654 students; 38.8 percent male and 64.2 percent
female.
In addition to the one research university and five community colleges, there are
three private colleges in the Southwest Michigan area: Kalamazoo College, Albion
College and Andrews University. Kalamazoo College is located in Kalamazoo, Michigan
and has been in operation since 1833. It currently enrolls 1,446 students, 631 males and
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815 females; 63 percent of the students are from in state, while 30 percent are from out
of state and 7 percent are international students. The second private college is Albion
College, founded in 1835 in Albion, Michigan. Albion currently enrolls 1,307 students; of
those students, 50.8 percent are male and 49.2 percent are female. The last private
college in the Southwest Michigan area is Andrews University. Andrews University was
established in 1874 in Berrien Springs, Michigan and 3,418 students are in attendance.
Overall, there is a total of 55,143 students who attend a research university,
community college or private college in the Southwest Michigan area that have the
opportunity in the future to give back to their community. In order to help provide jobs
and a thriving community after graduation for these students in Southwest Michigan,
internships during the college and university stage of education are crucial.
Key Public Two: Companies and organizations that provide internships in
the Kalamazoo, Branch, Van Buren, Calhoun, Berrien, Cass, and St. Joseph
counties.
Southwest Michigan First collaborates with a current total of 15,789 companies,
from Fortune 500’s to two-person start-ups. These companies have the potential to
provide internship opportunities to the undergraduate and graduate students that
Southwest Michigan First wants to keep in the region. When previously established
connections with Southwest Michigan First’s top publicly-traded U.S. companies are
used, the ability to provide insight about internship positions in the region will increase.
These top publicly-traded regional brands include American Axle &
Manufacturing, Eaton Corporation, Flowserve Corporation, Graphic Packaging
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International, Kadant, Kaiser Aluminum, Kellogg Company, Newell Rubbermaid, PNC
Bank, Parker Hannifin Corp., Pfizer, State Farm, Stryker Corporation, Target
Corporation, and Whirlpool Corporation.
The breakdown of employment rates among each company is relevant
information for Southwest Michigan First to acquire throughout the potential internship
collection process, opportunities to ensure the hiring of these sought-out undergraduate
and graduate students. American Axle & Manufacturing employs approximately 11,700
associates globally with more than 30 locations in 13 countries. The Eaton Corporation
employs 102,000 people in more than 175 companies. Flowserve Corporation has over
15,000 employees in more than 50 countries. Graphic Packaging International works in
over 15 countries and has an employment size of 15,000. Kadant has approximately
1,800 employees around the world. Kaiser Aluminum employs 2,650 people within their
11 facilities within the United States and one in Canada. Kellogg Company employs over
31,000 people within 19 countries. Newell Rubbermaid employs about 30,000 people
worldwide. PNC Bank has over 50,000 employees in 19 states and the District of
Columbia. Parker Hannifin Corporation employs approximately 57,500 people in 50
countries around the world. Pfizer employs about 77,700 people worldwide. State Farm
employs over 65,000 people across the United States. Stryker has over 25,000
employees around the world. Target Corporation has over 371,000 team members in
stores worldwide. The Whirlpool Corporation has approximately 100,000 employees at
70 centers throughout the world.
These are just a few of the companies and organizations that we will observe
throughout this campaign. These specific organizations are a good place to start because
Southwest Michigan First has already established a connection with them. These are the
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companies and organizations that will most likely want to provide more information
about their internship positions and allow us to spread the knowledge to students.
Key Public Three: Professors, educators, administrators, and staff of the
It is essential that the colleges and universities within the southwest Michigan
region collaborate with their professors, educators, administrators, and staff, within
these colleges and universities to increase awareness of possible internship
opportunities and to encourage their students to stay in southwest Michigan. Within
these seven regions, we targeted nine college and university faculty members that can
promote knowledge of internships.
Western Michigan University has 882 full-time faculty members, 532 part-time
faculty members, 810 graduate assistants, as well as eight appointed Board of Director
members. Kalamazoo College has 102 full-time faculty members. Ninety-two percent of
these faculty members hold Ph.D.’s. Kalamazoo Valley Community College has 136 full-
time faculty members as well as seven board of trustee members. Between these three
universities and colleges, Kalamazoo County has the potential to aid in the increase in
knowledge of internships. Albion College resides in Calhoun County and has 105 full-
time faculty members as well as 33 board-elected members. The educators in this
private, smaller, liberal college have a large ability to reach their students with helpful
knowledge about internship opportunities. Andrews University, located in Berrien
County, has 288 full-time faculty along with 39 elected board of trustee members. Also
located in Berrien County is Lake Michigan College, which has 57 full-time faculty
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members as well as seven board members. Glen Oaks Community College in St. Joseph
County has 30 full-time faculty members, 55 part-time faculty members, and seven
appointed Board of Directors. Educators at Glen Oaks Community College can
encourage students in St. Joseph County to potentially stay within the region and
provide knowledge of internships. Kellogg Community College has 31 full-time faculty
members along with seven Board of Director elected members. Southwest Michigan
college, located in Cass County, has 55 full time-faculty members, as well as seven board
members.
Within these nine colleges and universities, Western Michigan University,
Kalamazoo College, Kalamazoo Valley Community College, Kellogg Community College,
Albion College, Andrews University, Lake Michigan College, and Southwestern
Michigan College all have career service centers. Career service centers are key
contributors to the promotion of the internship opportunities to students in southwest
Michigan.
Research Plan
We have created an assortment of research questions that coordinate with the
publics we chose to study. They are as follows:
I. Objectives of Proposed Research
A. Research questions:
1. How are undergraduate and graduate students finding internships
in the southwest Michigan region?
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2. What are the pros and cons of current internship databases offered
in the southwest Michigan region?
3. Would undergraduate and graduate students reside in the
southwest Michigan region? Why or why not?
4. What are the ways universities and colleges are informing students
about what is happening within the southwest Michigan region?
5. How would companies and organizations utilize an internship
database?
B. Publics to be studied:
1. Undergraduate and graduate students of universities and colleges
in the southwest Michigan region
2. Universities and colleges career employment service staff in the
southwest Michigan region
3. The overall concept of these internship databases that disseminate
information for the southwest Michigan region
4. Companies and organizations in the southwest Michigan region
that would utilize an internship database
II. Methodology
The first method to gather our research is to distribute a survey to 100
undergraduate and graduate students to inquire about their experiences when it comes
to the search and obtainment of internship positions in the southwest Michigan region.
The types of questions we will ask is if they have had any success finding internships,
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how they search for internships and what they think is the easiest way to find
internships. Another topic we will research is if students would rather look through jobs,
or post their resume and be contacted by companies. This survey will give us insight on
the issues students face in their internship searches and what we can change in our
database to make things easier for them to find.
Another method we will use to research is to call and interview staff members of
the career employment services at each university and college in the southwest
Michigan region to find out what students use to gather information on internships and
what is provided. We will also conduct searches of other internship databases that post
internship opportunities in the southwest Michigan region to find out what is available
to students now and what is wrong with the current sites. This is our own collection of
ideas on how the databases work and what the potential pros and cons of the database
setup are. This will be an analysis of the possible competition.
The last research method will be to interview a staff member of seven companies
and organizations in the southwest Michigan region that will potentially provide
internship opportunities for the database. We will ask questions about what they would
like in an internship database and also how they currently post and share their
internship information. We want to gain insight on what the easiest way for the
companies to participate in our database is and also what information they are willing to
share with a company like Southwest Michigan First.
These methods of research will be conducted starting the week of March 16th. We
will split up the interviews between our group and also send out the surveys to college
students in our classes via email of the Google survey. This site will organize our
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responses and make them easy to sort through and make conclusions.
After we complete all of these research processes, the information from the
surveys and interviews will be compiled and the results analyzed. We will look for the
most common answers and easiest ways for people to gather internship information.
Google surveys will be used to measure the results of our surveys and interviews. The
methods and suggestions that are most popular will be utilized in our campaign.
Secondary surveys will be sent out again after the database is launched to measure the
results and effectiveness of our campaign.
See Appendix M & N.
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Section 3
Campaign Design and Implementation
INTERN Southwest
Bridging the Gap
The Campaign Plan
Our goal for Southwest Michigan First is to increase the amount and awareness
of internships and entice undergraduate and graduate students in the southwest
Michigan region to stay in the area through an online internship database.
The Planning Process
To reach this goal, our idea is to relate to the technology age that we live in. We
have decided to create a database, Intern Southwest, which will be beneficial to both
students and companies in the seven county region. Our campaign slogan is “Bridging
the gap between students and employers”. We want to bridge the gap between students
and employers to make internships easier to obtain for students. Our inspiration behind
the database is a combination of LinkedIn with Bronco Jobs. This two-folded database
will offer a way for students to find internships and a way for organizations to find
talented interns.
Students can create an account and fill it in with relevant information about their
current education, resumes, previous work experiences, and career interests. Once they
have completed their profile, students will be able to filter through the internships
posted by organizations. The student will go through a list of keywords to click links as
they scroll through the page that coincide with an area in southwest Michigan they
would like to intern in and what field they are interested in. From there, the database
will provide a list of internship opportunities based on the filtered topics. If the student
finds an internship they are interested in, there will be an external link posted that will
take them to the company’s website that provides directions on how to apply. This
database will not only be for students to search for internship opportunities, but it will
also provide students with reasons why they should stay within the southwest Michigan
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region. We plan to incorporate those fun facts into the database about unique
opportunities these areas offer so the students will recognize that southwest Michigan is
a place they can both work and play in.
Organizations will be able to access the database in a different way. They will
create an account on Intern Southwest to post internships. The organization can then
post their internship description, state whether it is paid or unpaid, choose the business
sector (corporate, small business, non-profit, government, etc.), and provide keywords
in which students will be able to filter them into. The organizations will also be able to
access student profiles based on filters they search dependent on the type of intern they
are looking for. The organizations will be informed of the Department of Labor and
NACE criteria for internships and be able to compare their internship to the criteria to
make sure it is beneficial to both the company and the interns.
Key Messages
We have crafted a specific message for each target public that encompasses our
entire campaign plan. These key messages will be reiterated throughout the campaign
and are intended to create a special connection with each specific public to gain their
support.
Key Message One: “We hope you stay a while.”
Our first message is intended for our first target public, the undergraduate and
graduate students in the southwest Michigan region. This message supports both sides
of our intended goals for the students. We will provide them with the information to
find internship opportunities, which as a result, will encourage them to stay in the
southwest Michigan region. We will also promote the recreational side of each county
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that will show students there is more to these areas than just places to study and work.
This two-sided message is simple enough for students to remember and apply to their
lives. If they are aware of future opportunities and are able to imagine how their lifestyle
fits in the area they work, they will be more inclined to stay in southwest Michigan.
Key Message Two: “Help us, help you.”
Our next target public is the companies and organizations in the southwest
Michigan region. The message we crafted is based around the idea that we are unaware
of the majority of internship opportunities in the southwest Michigan region and we
want these companies to share their information. If they share their information with
us, we will be able to provide them with a forum to find the best intern to fit the
position. Intern Southwest is the liaison between the students and the employees. It is
with the intention that our database will be able to keep students in the area as well as
provide employers with talent that is currently in search of employment opportunities.
We are working to bridge the gap between students and employees through this
database but it can only be accomplished if employers want to provide their internship
information.
Key Message Three: “You have the talent, we have the opportunities.”
Our third target public is the professors, educators, administrators, and staff of
the universities and colleges in the southwest Michigan region. The employees within
the universities and colleges will be an important asset to promote this campaign. They
have direct access to the students that want internship opportunities, and more students
will be directed to the Intern Southwest database if the universities and colleges endorse
the information we provide. Universities and colleges are aware of what their students
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want with internships and have the best interest of the students in mind. With their
support, students will find our database more credible and reliable to find potential
internships.
Goals and Objectives
Our goal for Southwest Michigan First is to increase the distribution of
knowledge regarding internships within the southwest Michigan region to entice
undergraduate and graduate students to remain in the area when searching for a
career.
It is important to increase the knowledge of internship positions among students
in southwest Michigan. If these students are aware of the career potential within the
southwest Michigan region, they might be more prone to stay and thus avoid the
problem of “brain-drain” in the area. The decrease of “brain-drain” will help to develop
these seven counties within the southwest region to a fuller potential than it is at
currently. If we provide students with the knowledge of internships in southwest
Michigan, they will become more prepared and educated in their future career paths.
The companies that offer these internships will also be positively affected because they
will have a greater variety of young talent available who are aware of internship
opportunities. The companies involved will have the ability to develop with the
southwest region and contribute to its growth.
To increase this knowledge, we have compiled information from the research
done in the previous step and will use that information to determine where there is a
lack in awareness. The way in which we will inform these students about internship
opportunities in the southwest Michigan region is by creating a database that will list
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positions across the seven counties from collaborating companies. Students will use this
database not only as a way to gain information about and apply to internships, but also
to research the amenities the seven counties have to offer if they choose to live in
southwest Michigan.
We have created multiple objectives for each of our target publics to specifically
describe what will happen and when it will take place. The objectives are as follows:
Key Public One: Undergraduate and graduate Students attending
A. To increase the number of undergraduate and graduate students who are aware
of internships by 20 percent at the end of week two of the campaign process.
B. To increase the number of undergraduate and graduate students who desire to

reside in the southwest Michigan region by five percent by the end of campaign.
C. To increase the number of undergraduate and graduate students who obtain

internships in the southwest Michigan region by 10 percent by the end of
campaign.
If we increase the amount of undergraduate and graduate students who are aware
of internships, this will help fill internship positions and keep young talent in the area.
20 percent of the current number of students in the southwest Michigan regions totals
approximately 11,000 students. If a large number of students are aware of what is
available to them, they will be more inclined to weigh their options. A key component to
success is having a basic knowledge that will allow you to get from point A to point B. If
we provide that baseline knowledge, the chances that students will stay in the area to
further their careers will increase.
The attitudinal change we hope that will come if we provide this information will
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result in the undergraduate and graduate students’ desire to remain in the area to
develop their career. If we can change the minds of these students by five percent, that
will account for over 2,500 students who have a desire to stay in the southwest Michigan
region. This not only provides an increase to the young talent in the area, but it also
gives companies a variety of well-educated students to choose from.
After we increase the knowledge of internships among students and change their
attitudes about southwest Michigan, we plan to implement the change in behavior
objective. To increase the amount of internships obtained by 10 percent would account
for about 5,500 students. This is an extremely large number of young talent to keep in
the area and will help to develop the southwest region. To change their behavior to stay
within the area requires a successful completion of our first objective, to increase
awareness of internships. Once we have provided that information to the students, the
opportunity for their change in attitude and behavior will be more likely.
Key Public Two: Companies and organizations providing internships in the
Kalamazoo, Branch, Van Buren, Calhoun, Berrien, Cass, and St. Joseph
counties.
A. To increase the number of companies and organizations that are aware of

students seeking internship positions in the southwest Michigan region by 75
percent by the end of the campaign.
B. To increase the number of companies and organizations that recognize the value
of interns within their workplace by 50 percent by the end of the campaign.
C. To increase the number of companies and organizations that share their
information regarding internships available by 50 percent by the end of the
campaign.
It is important to inform the companies and organizations in the southwest
Michigan region of the students that are searching for internship positions, whether it is
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throughout their education or upon graduation. If we inform these companies that
students want internships just as much as they want interns, this will only provide a
better outcome for students to find internship opportunities. To increase their
knowledge by 75 percent means we will inform almost 12,000 companies of students
who want internships. If 12,000 companies were aware of the need of internships, and
they each provided at least one internship position, there would be more than enough
options to offer undergraduate and graduate students.
If we increase the amount of companies and organizations that recognize the
value of interns within their workplace, this will provide more incentives for them to
offer internship positions. When these organizations become aware of the work ability
and education of these students, the organizations might increase the number of
internship positions they offer and will provide a better workplace for these students. If
50 percent of these companies and organizations were to recognize the value of interns,
over 7,500 would have a changed attitude about interns.
After we acquire this change in knowledge and change in attitude about interns,
we hope to have over 7,500 of those companies and organizations provide their
information about available internship positions. Once we gain this information from
these businesses, we will be able to build the platform to inform students about
internships and work to keep them in the southwest Michigan region.
Key Public Three: Professors, educators, administrators, and staff of the
20
A. To increase the number of universities and colleges aware of the internship
opportunities within the southwest Michigan region by 90 percent by the end of
the campaign.
B. To increase the number of employees at the universities and colleges in the

southwest Michigan region that place the importance of internships for
undergraduate and graduate students by 30 percent by the end of the campaign.
C. To increase the number of employees at universities and colleges in the

southwest Michigan region that share information about internship opportunities
by 30 percent by the end of the campaign.
In order to complete a successful campaign, the universities and colleges that
students attend in southwest Michigan will need to promote these internship positions
as well. If these institutions provide relevant information to the students, the
dissemination of internship information will become easier. There are nine education
institutions in the southwest Michigan region: one research university, five community
colleges, and three private colleges. We would like all nine of these institutions to be
knowledgeable of the internship positions available for college students. If we pass this
information on to the appropriate persons on each campus, awareness of our database
and internship opportunities in southwest Michigan will increase.
Although we plan for each education institution to be aware of these internship
positions, we understand there will be certain employees that information will be more
pertinent to than others. Each of these nine institutions average between 18,000 to
36,000 employees and we hope to change the attitudes of approximately 5,000 to
10,000 people. If we adjust the belief among employees that internships are important
for college students, it will be easier to disseminate internship information and
internship fulfillment will increase. When these employees endorse the importance of
21
internships to the students within their institutions, more students will gain a better
perspective on how an internship will increase their career choices in the future.
When the employees at these education institutions become aware of the
importance of interns and internships, we want them to endorse internships within
their field of study. Professors, educators, administrators, and staff can pass along the
information to students faster and easier than if we only utilize advertisements and
social media. Word of mouth from credible sources such as educators and staff will be
very essential to this portion of the campaign.
Strategies and Tactics
For each target public, there are strategies and tactics that will help achieve the
campaign goal and objectives. These are broken down by each target public, followed by
sub-paragraphs listing the specific objectives for each and the strategies and tactics that
coordinate. These strategies and tactics will work to accomplish each objective during
the campaign.
Target Public One:
Our first target public is the undergraduate and graduate students who attend
universities and colleges in the Kalamazoo, Branch, Van Buren, Calhoun, Berrien, Cass,
and St. Joseph counties. The students of these colleges and universities are the most
important public to focus on because they will directly utilize the database to find
internships in southwest Michigan.
Objective A: To increase the number of undergraduate and graduate
students who are aware of internships by 20 percent at the end of the
campaign.
22
Strategy A: To use media outlets to bring awareness and support to our database,
Intern Southwest.
Social media is a widely used tool, especially among the age group of
undergraduate and graduate students, so these media channels will be the most efficient
way to disseminate information to our key publics regarding our database. If the
number of undergraduate and graduate students who are aware of Intern Southwest
increases, the number of undergraduate and graduate students who remain in the
southwest Michigan region may also increase.
Tactic 1: Create a Facebook page for Intern Southwest.
This Facebook page will promote the database, create more awareness among
students about the significance of Intern Southwest, and provide knowledge of possible
internship opportunities within the southwest Michigan region. Along with the
Facebook page, we will buy advertisements to promote Intern Southwest, and to attract
undergraduate and graduate students to internships in the region.
See Appendix A.
Tactic 2: Create a Twitter profile for Intern Southwest.
The Twitter page will include daily posts with facts about our database, provide
information about possible internship opportunities, as well as links to professional
articles appropriate for interns. These posts will coincide with our other social media
posts but will fit in the Twitter requirements.
See Appendix B.
23
Tactic 3: Create an Instagram profile for Intern Southwest.
The Instagram page will include pictures of promotional materials we have
created and snapshots of the Intern Southwest Twitter and Facebook posts so students
can stay up-to-date on future events and potential opportunities.
See Appendix C.
Tactic 4: Create and purchase two billboards throughout the region.
These billboards will be located in the two major regions of Kalamazoo and
Benton Harbor. They will showcase the important facets of the database and provide
information how students and businesses can access it. This will be crucial in spreading
the word about Intern Southwest via print media.
See Appendix D.
Objective B: To increase the amount of undergraduate and graduate
students that desire to reside in the southwest Michigan region by five
percent by the end of campaign.
Strategy B: To provide the students with information specific to each county in
southwest Michigan through media and promotional materials to entice them to stay.
We will provide these undergraduate and graduate students with housing
information based on the region they want to reside in and recreational attractions
within that region. This information is essential to provide the students with because
they can begin to understand the options available to them if they choose to reside in
one of the seven regions. To encourage the undergraduate and graduate students in the
24
southwest Michigan region to stay in the area, we will provide information about
potential opportunities and highlight how their talent can enhance the region as a
whole.
Tactic 1: To include on the Intern Southwest database “5 Reasons to love
_________,” and fill in the appropriate region’s name.
For example, we will list “5 Reasons to Love Kalamazoo.” Here, we will use our
extensive research of the area to provide our target public with useful information that
attracts their attention to the area they plan to stay in. Our plan is to use existing
websites that promote events and restaurants within the area, and to provide new
information and facts that may not be included on the external websites. For example,
“Discover Kalamazoo’s” homepage reads: “Welcome to Kalamazoo, you’ll be back, we
promise,” which is similar to the message we want to convey to the students in the
region. Within this website, students are able to locate potential housing, restaurants,
upcoming events, recreational parks, or museums in Kalamazoo. We will apply this
tactic to each of the seven counties. This information will make the search for a potential
internship more enjoyable and eliminate some concerns students face when they try to
decide on an internship or a career path.
See Appendix E.
Tactic 2: To use social media such as Facebook, Instagram, and Twitter to promote the
“5 reasons to love _______”.
On our Facebook Page, we will include the five reasons, and provide students
with additional information on the seven counties. On the Instagram page, we will
25
upload various photographs of the regions’ attractions such as housing, restaurants,
parks, and museums. Our Intern Southwest Twitter page will provide students with
daily facts about each of the counties and provide pictures to promote our database and
the southwest Michigan region.
See Appendix A, B, C, E
Objective C: To increase the amount of undergraduate and graduate
students that obtain internships in the southwest Michigan region by
10 percent by the end of campaign.
Strategy C: To provide an outlet for undergraduate and graduate students to meet with
the recruiters.
We will provide students with the opportunity to meet face-to-face with recruiters
to discuss potential opportunities and get any answers to possible questions they may
have regarding different internship opportunities. This provides an opportunity for
students to realize the legitimacy of the database.
Tactic: The event will be held in a location that is publicly accessible and easy for
students, as well as recruiters, to locate. The event will be run similarly to a job fair but
strictly involve internship opportunities for undergraduate and graduate students. We
plan to reach out to these recruiters from the seven regions to come to a planned event
exclusively for the recruiters and students regarding possible internship opportunities.
This event is a perfect opportunity for students to network with companies and potential
employers. In the research we conducted with undergraduate students in the
Kalamazoo region, we found many students said it is difficult to find a specific
26
internship and to get in contact with individuals within the companies that provide
internships. If students are able to talk directly to recruiters, they may be more likely to
obtain an internship relevant to their desired career path. These events will broaden the
knowledge of available internships for these students, and as a result, keep young talent
within the region. The event will also feature local attractions, such as restaurant and
museum promoters, as well as housing opportunities so the students are aware of what
will be available to them if they reside in any of the seven regions.
See Appendix F & G.
Target Public Two:
The second target public is the companies and organizations located in
Kalamazoo, Branch, Van Buren, Calhoun, Berrien, Cass and St. Joseph counties. It is
important for these companies to realize how many students in the southwest Michigan
region are searching for internships and to utilize the Intern Southwest database as a
tool to reach the students.
Objective A: To increase the amount of companies and organizations
that are aware of students seeking internship positions in the
southwest Michigan region by 75 percent by the end of the campaign.
Strategy A: To create and disseminate various media to inform companies about the
Intern Southwest database, why it is important to share internship information, and the
interest students have in the internships in the southwest Michigan region.
In a survey distributed to students at Western Michigan University, many
expressed a strong desire to obtain an internship, but were unaware of the internships
offered by organizations in the southwest Michigan region. Our research also suggested
27
that students find it difficult to access the information they needed regarding internship
opportunities in order to apply for internships. Our research also found that the
internship databases currently available to students are difficult to use and don’t often
result in the obtainment of internship positions. If companies become more aware of the
interest students have in the internships they offer, they will be more inclined to post
positions available to students on the Intern Southwest database.
Tactic 1: Contact companies and organizations in the southwest Michigan region via
phone to inform them about the Intern Southwest database and about the desire
students in the region have to obtain internships.
Phone calls are beneficial to complete this strategy because they provide a direct
contact to companies and their recruiters. They also create a connection between Intern
Southwest and the companies in southwest Michigan so that the key message can be
accurately expressed.
See Appendix H.
Tactic 2: Contact companies and organizations in the southwest Michigan region via
email to inform them about the Intern Southwest database and about the desire
students in the region have to obtain internships.
Emails provide a channel to mass distribute necessary information about Intern
Southwest to companies in southwest Michigan and their recruiters. Emails are easily
forwarded and shared among employees of the companies and will create widespread
knowledge of the benefits of the Intern Southwest database.
See Appendix I.
28
Tactic 3: Send informational kits via email about the Intern Southwest database to
companies and organizations in southwest Michigan that includes:
• Introduction to Intern Southwest
• Press Release about Intern Southwest
• 5 Reasons to Hire Interns
• Department of Labor and NACE Internship criteria
• How To Use Intern Southwest database
This informational kit will provide companies the necessary information to get
started on the Intern Southwest database, and will show companies how important it is
for them to share their internship information.
See Appendix J, J.1, J.2, J.3, J.4
Objective B: To increase the amount of companies and organizations
that recognize the value of interns within their workplace by 50
percent by the end of the campaign.
Strategy B: To use media to inform companies of the importance of interns to
companies in the area.
It is important for companies and organizations in southwest Michigan to realize
the importance of interns and the value they will have to the organization. When the
companies in southwest Michigan realize the value of interns, they will be more likely to
share information about positions they offer and reach out to students about those
positions.
Tactic 1: Create a document included in the company informational kit to inform
companies of reasons why they should hire interns.
29
For example:
5 reasons to hire interns according to Forbes.com:
1. Interns provide new perspectives on organizational issues.
2. Interns are fluid in technology such as social media and computer programs.
3. Internships offer insight into how much potential a student or recent graduate has
in the field, their skills, and their work ethic.
4. Interns can help with projects or tasks that have been difficult to complete.
5. Interns help spread the word about the company and can become brand advocates.
If companies realize how it can be beneficial to hire interns, they may increase
the amount of internships they offer to students, and they will be more inclined to share
their internship opportunities in the Intern Southwest database.
See Appendix J.2
Tactic 2: Use Facebook, Twitter and Instagram pages to advertise and inform
companies in the southwest Michigan region of the effect internships have on
companies.
Social media has become such a widely used tool by organizations to
communicate with their publics, so it will be beneficial to reach out to organizations on
Facebook, Twitter and Instagram with information on the benefits of internships and
why they should share internship information on the Intern Southwest database.
See Appendix A, B, C, E, J.2
Objective C: To increase the amount of companies and organizations
to share their information with Intern Southwest regarding
internships available by 50 percent by week one of the campaign.
30
Strategy C: To reach out to companies with information about how to put their
available internships into the Intern Southwest database for students to search and
apply for.
We will provide companies easy to understand instructions on how to use the
Intern Southwest database to offer internship opportunities to students. This
information will make their transition to a new internship database easy and will
decrease the amount of work they have to do to figure out how the database works.
Tactic: Email a PDF flyer to companies that includes a step by step guide to teach them
how to use the database.
This “How To” guide will include graphics and directions that depict the steps
required to create an organizational account on the Intern Southwest database, post
available internship opportunities, and search for students accounts in the appropriate
fields.
See Appendix J.4
Target Public Three:
Professors, educators, administrators, and staff of the universities and colleges in
the Kalamazoo, Branch, Van Buren, Calhoun, Berrien, Cass, and St. Joseph counties
have an affect on students and their search for internships in the community. The staff
of universities and colleges often share internship information with students and offer to
help with practice interviews and resume critiques.
Objective A: To increase the amount of universities and colleges
aware of the internship opportunities within the southwest Michigan
region by 90 percent by the end of the campaign.
31
Strategy A: To inform the universities and colleges of Intern Southwest and how it can
be beneficial to their students.
We want professors and administrators to understand the importance of the
Intern Southwest database and the internship information that it provides. Based on the
surveys that we distributed to over 100 Western Michigan University students, many
said they learn about internships through their professors. Through the use of the
database, professors, administrators and staff will be able to promote the internships
that are available in the area.
Tactic 1: Create an email to send out to the administrative staff of universities and
colleges and their career centers with information about the database and what it offers.
We will gather the email addresses of the faculty, staff and career centers of the
school to get this information out to as many people as possible. Faculty contact
information is typically publicly accessible through the universities’ and colleges’
websites. We will include information on what the database is, how it works and why it
is necessary for their students.
See Appendix K.
Tactic 2: Create an informational kit in PDF form to be included in the email with
information that professors, staff and career centers can use to become familiar with
Intern Southwest and share the information with their students.
The informational kit will include:
• Introduction to Intern Southwest
• Press Release about Intern Southwest
• 5 Benefits of an Internship
• How to Guide for Students to use database
32
This informational kit will provide all the information necessary for universities
and colleges to understand their role in the dissemination of information. Their
compliance will help promote Intern Southwest among students and encourage them to
utilize the database to find internships.
See Appendix L, L.1, L.2, L.3
Objective B: To increase the amount of employees at the universities
and colleges in the southwest Michigan region that place the
importance of internships for undergraduate and graduate students
by 30 percent by the end of the campaign.
Strategy B: To provide information about the importance of interns to show employees
of universities and colleges in southwest Michigan why internships are vital for their
students.
We want these employees to understand the need and benefit for students to
explore internship opportunities and take advantage of the experience. They also need
to understand the difficulty that students face when they search for internships and how
they can help students gain internships by using Intern Southwest. In a survey we
conducted many students declared that the reason they did not have an internship was
because of the lack of resources and because it is difficult to find one. If the professors in
their classrooms provided more information about where to look for internships,
students may be able to find more opportunities.
Tactic: Create and send out an information guide in the informational kit with content
about why internships are crucial to college students.
We want the professors and educators to understand why a database like Intern
Southwest is necessary for their students through “5 Benefits of an Internship”. Many
33
students who had an internship in the past found the information or job post through
their professors. If professors or administrators give out the information in their
classrooms and in the career centers, students will realize that internships are
attainable. The information guide will be sent to all professors, faculty, staff and career
centers for them to learn and utilize the information to benefit the students who want
internships or will search for internships in the future.
See Appendix L.2
Objective C: To increase the amount of employees at universities and
colleges in the southwest Michigan region that share information
about internship opportunities by 30 percent by the end of the
campaign.
Strategy C: To provide the employees of the universities and colleges with information
to share with the students about internship opportunities and how to use the database.
As stated before, many students get their internship opportunities from their
professors and school departments, so we want specific departments to have access to
the internship opportunities that are available. Many students find their professors to be
credible and knowledgeable in areas about their careers fields. If the professors provide
the information to the students about the database, students will be more inclined to use
the database to search for internships.
Tactic: Create a PDF document to include in the informational kit that faculty will be
able to directly forward to their students to effectively and efficiently inform them about
Intern Southwest and the benefits of internships. The faculty will be able to print these
to leave out in their offices for students when they inquire about internships.
See Appendix L.3
34
July 2015
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4
Campaign Start Press Release 1 to Launch Social
Release info to Media Media Sites
companies
5 6 7 8 9 10 11
Social Media Social Media Social Media
Posts Posts Posts
12 13 14 15 16 17 18
Social Media Second Email Social Media Social Media
Posts Blast to Posts Posts
companies
35
19 20 21 22 23 24 25
Social Media
Posts
26 27 28 29 30 31
Social Media Third Email Blast
Posts to companies
August 2015
1
2 3 4 5 6 7 8
Information Out Social Media Fourth Email Social Media
to Students and Posts Blast to Posts
Universities Companies
9 10 11 12 13 14 15
Social Media Social Media Second Email Social Media
Posts Posts Blast to Students Posts
and Universities
36
16 17 18 19 20 21 22
Social Media Social Media Social Media
Posts Posts Posts
23 24 25 26 27 28 29
Event Press Social Media Third Email Blast Social Media
Releases to Posts to Students and Posts
media Universities
30 31
September 2015
1 2 3 4 5
Fourth Email
Blast to Students
and Universities
6 7 8 9 10 11 12
Social Media West Regional Social Media
Posts Event @ Lake Posts
Michigan College
13 14 15 16 17 18 19
Social Media East Regional Social Media
Posts Event @ Kellogg Posts
37
Community
College
20 21 22 23 24 25 26
Social Media Central Regional Social Media
Posts Event @ WMU Posts
27 28 29 30
Social Media
Posts
Budget
Item Cost per Amount Total

Website
Domain Name $10/year 1 $10
Building $2500
Advertising
Facebook Ads $250
Print Materials $500
Billboards $1000 2 $2000
Events
Facility $100 3 $300
Refreshments $75 3 $225
Tables/ Chairs $40 3 $120
Total Budget Available $6,500
Total $5,905

38
Timeline
This is the timeline of events and dates that information should be released to the
various publics. The dates can also be found on the calendar schedule in the previous
pages.
July 1, 2015- Start of Campaign: Send first email blast to regional companies
July 2, 2015- Send first press release out to media
July 3, 2015- Launch social media pages
July 14, 2015- Second email blast to regional companies
July 28, 2015- Third email blast to companies
August 3, 2015- Send first email blast out to students and universities
August 5, 2015- Send fourth email blast to regional companies
August 13, 2015- Send second email blast to students and universities
August 24, 2015- Send event press releases out to media
August 26, 2015- Third email blast to students and universities
September 1, 2015- Fourth email blast to students and universities
September 9, 2015- West regional event at Lake Michigan College
September 16, 2015- East regional event at Kellogg Community College
September 23, 2015- Central regional event at Western Michigan University
39
Section 4
Evaluation Plan
INTERN Southwest
Bridging the Gap
Evaluation Plan
Target Public One: Students
The social media used to disseminate information to the undergraduate and
graduate students will need to be evaluated for effectiveness. Through each social media
portal we will look at the increase in likes, views, shares, posts, and clicks on each
specific profile. These portals include Facebook, Twitter, Instagram, and the Intern
Southwest database. For these media portals we will also look at the analytics provided.
We also plan to distribute another round of surveys to students to find how they
found out about the database, if they received an internship through the database, and
what could be fixed on the database. Another part of the survey will ask the students
how they view the areas they are residing in for their internship and how the previous
information provided to them regarding those areas was helpful in navigating around
the cities. We will provide students with an incentive to complete the surveys.
To measure these criteria we will consider 100 likes/followers on our social
media pages to be successful for the end of this campaign. We will want this to grow
over time. We will also be able to see how many people have viewed the database and
measure our success through that as well. Another success measurement will be how
many students set up profiles on Intern Southwest. We will consider 50 profiles set up
on our database successful for the end of the campaign and hope to gain many more
over time.
Target Public Two: Companies
We will evaluate the success of the companies’ involvement based on how many
40
companies signed up and posted their available internships on the database. This
information will be received through the website’s analytical option. We will examine
and report the analytical findings.
We also plan to distribute a survey to the companies that posted their internship
positions on Intern Southwest. This survey will ask them if they acquired any interns
through the database and ask them to rank their experience throughout the process.
This survey will also ask them for feedback on how the database can be improved to
benefit them more.
Target Public Three: Universities
Since the universities are used as a liaison to spread the word about Intern
Southwest, their evaluation plan is less extensive. We plan to report how many
universities and colleges promoted the database on their campuses. We will also send a
survey to the appropriate university or college administrator to give a response on how
the database worked to help their students. These responses can also aid in potential
improvements that could be made to better assist the students and educational
establishments.
Overall, we will be able to judge the success of the campaign by the amount of
people viewing and utilizing our database. The amount of students that gain internships
and find the process of finding internships easier will reflect our success as well. Our
overall goal is to make the searching and acquiring of internships much easier than
proven in the past.
41
Section 5
Conclusion
INTERN Southwest
Bridging the Gap
Conclusion
Intern Southwest is an opportunity to bridge the gap between students and
employers. As an easily accessible internship database, not only will students be able to
search for internships that are applicable to their career goals, but companies can find
students to give them an internship experience that will both benefit the businesses, as
well as the professional life of the students. To encourage and persuade students to
remain and reside in the Southwest Michigan area, we will send informational and
persuasive content about the benefits of the seven regions in Southwest Michigan, as
well as incorporate key messages in the design and content of the database, Intern
Southwest. We will also send informational material to the companies and the
universities in Southwest Michigan about the database and importance of internships.
From the majority of our research, we realized that the hardest part about obtaining an
internship for students was in the research process.
There are other ways to find internships in the Southwest Michigan area, such as
other internship databases, but what makes Intern Southwest different is the focus on
the clear and easy presentation of internships on the website. This database provides a
two-pronged approach with opportunities for both students and companies alike, with
the help of universities and colleges that these students attend. This campaign will
highlight the reasons to remain and invest a life in the southwest Michigan area.
42
Section 6
Appendix
INTERN Southwest
Bridging the Gap
Appendix A
Intern Southwest Facebook Page
43
44
Appendix B
Twitter Schedule
Here are examples of twitter posts that will be posted from the Intern Southwest Twitter
page to gain followers and attract the attention of our audience. We will use hash tags to
reach out to a wider audience. The links provided in the posts are the shortened version
for internsouthwest.com since twitter posts can only be 140 characters long. We chose to
take advantage of this platform to make people aware of our database since social media
is widely used for college students and businesses.
- Welcome to @InternSW! We are excited to bring you an easy way to shop for
internships in Southwest Michigan! Visit our database http://bit.ly/1G0EzpK
- Hey students! Come check out our new database for all the information on
internships in your area! http://bit.ly/1G0EzpK
#wmu #westmichigan #internship
- #southwest #michigan Companies! Check out our new database @internSW to

announce upcoming internships available at your business! #mi
- Visit our new database @internSW for 5 reasons to stay in #Kalamazoo,

Internship postings in the area, and more! #wmu #kvcc #kzoo #swmi
- Looking for an internship? Make a profile at @internsw for an easy way to view
and apply for internships in your area! http://bit.ly/1G0EzpK #PureMichigan
- Calling all #kalamazoo businesses! Visit our database for an easy way to find
perfect students for your company! #internship #PureMichigan
- Calling all #SouthHaven businesses! Visit our database for an easy way to
find perfect students for your company! #internship #PureMichigan

45
Appendix C
Intern Southwest Instagram
Intern Southwest will also create an Instagram account to upload photographs of
advertisements we have created, regarding either upcoming events, or information on
the seven counties. Our Instagram will also provide images of locations within the seven
regions that may be included in our “5 Reasons,” such as main attractions in the
counties, potential housing, as well as facts about the counties. Our photographs will
also include pictures of Intern Southwest’s flyers regarding the impact interns can have
on a company, why a company can benefit from these interns, as well as the database
itself to make navigating simple for all users. Here are a few examples of the pictures
that will be included:
• Photographs of all Intern Southwest’s flyers for students and companies
• 5 Reasons to Love Kalamazoo
• How to Guide
• 5 Reasons to hire interns
• Our billboard
46

Appendix D
Billboard example:
47
Appendix E
48
Appendix F
Student/Recruiter Event
This event is intended for students to have face-to-face meetings with some of the
potential companies interested in hosting interns as well as give the recruiters a chance
to understand the type of student they are looking for.
Details of the event:
• Three events will be held in three central locations spread out across the seven
counties within the southwest Michigan region.
• The events will take place at large college venues, including Kalamazoo (Western
Michigan University), Battle Creek (Kellogg Community College), and Benton
Harbor (Lake Michigan Community College).
• Undergraduate and graduate students will be encouraged to attend via social
media and postings within their respective universities or colleges.
• The event will only be available to undergraduate and graduate students.
• Organizations in attendance will have met the requirement of having a current
opening for on internship and have a listing on the Intern Southwest database.
• Local businesses, recreational facilities, and affordable housing complex
representatives will be invited to attend the event to promote other aspects within
the regions.
In preparation for the event:
• A venue must be booked at least three months in advance.

• Promotional materials (social media posts, optional flyers, e-mails, billboards)
must be distributed at least three weeks prior to event date.
• Small refreshments must be selected and ordered at least two weeks prior to
event (dependent on what is ordered).
• Tables and chairs must be ordered at least two weeks prior to event unless venue
offers these amenities (number dependent on organizations attending).
• Organizations that plan on attending must be booked one month prior to event
and confirmed one week prior.
Day of setup:
• Table and chair setup within the venue, unless previously setup by venue
coordinator.
• Delivery and refreshment setup.
• Recruiters from each organization will be provided a table and two chairs and will
be allowed to setup their booth at least 2 hours prior to event start.
49
Reminders:
• Ensure that students will be able to move about the venue easily.
• Allow for easy access and visibility to each organization’s booth.
• Keep track of the refreshments, follow health codes per venue expectation, and
refill refreshments accordingly.
Ways to reach out to all organization’s recruiters:
• Send promotional materials to organizations within the seven county region.

• Follow-up with phone calls to illicit interest in attending event.
• Send entry forms via email to appropriate contact.
50
Appendix G

Grace DeMeulenaere
Media Contact
Intern Southwest
241 East Michigan Avenue
Kalamazoo, MI 49007
FOR IMMEDIATE RELEASE

August 24, 2015
Internet Database to Help College Students Find Internships
KALAMAZOO, Mich.—Undergraduate and graduate students interested in internship

opportunities should attend Intern Southwest’s internship recruitment event on Sept.
23, 2015. The event will be held at the Bernhard Center on Western Michigan
University’s campus.
“This event will give college students the opportunity to meet face-to-face with
employers in the region and find out what types of internships they can get as a
student,” said Grace DeMeulenaere, Intern Southwest employee.
Intern Southwest is an Internet database that offers a place for students and
organizations with the southwest Michigan region to access, search, and post potential
internship opportunities within the area.
“I have been searching for an internship for six months now and have not been able to
find one that can match with my current major and location needs,” said Western
Michigan University student Alexa Wolfe. “I found Intern Southwest’s website and was
able to locate multiple internships that matched what I needed at this point in my life.”
The database launched in July 2015 and is working toward bridging the gap between
students and employers. Their mission is to increase the amount of young talent that
resides in the southwest Michigan region by providing them working opportunities
geared toward their education.
Students interested in attending should dress professionally and bring the appropriate
contact and resume information. For more information about the event, visit
internsouthwest.org.
###
51
Appendix H
Phone Call Script to Companies
Hello, we are calling on behalf of Intern Southwest, a new database that has just been
launched, can we take a little bit of your time to explain what we are all about?
What Intern Southwest was created for is to aid in helping undergraduate and graduate
students find internships, within the Kalamazoo, Branch, Van Buren, Calhoun, Berrien,
Cass, and St. Joseph counties, as well as locate companies who would be willing to share
their information about possible internship openings.
Does this in general sound interesting to you and would you be willing to hear about the
benefits interns can have on your company?
After doing extensive research, we found that not only are internships beneficial for
interns, but they are also beneficial to companies like you. Interns can provide new
perspectives on organizational structures and issues. They can bring fresh ideas to your
social media and have great knowledge of computer programs, which can enhance the
face of your company. Interns can aid in projects or tasks that may need more people to
finish, and they can serve as advocates of your company, spreading information to their
circle about the company as a whole.
Having said that, we have three events we are putting on at Western Michigan
University, Kellogg University, and Southwest Michigan College in which we are looking
for recruiters to come and network with students seeking these internship positions. In
order to attend this event, we need to make sure your company has an open position, in
order to ensure these students have potential to obtain a position.
If you do have an open position, the dates of these events are as follows: Lake Michigan
College’s event will be Wednesday, September 9, 2015. Next, Kellogg Community
College will be on Wednesday, September 16, 2015. Lastly, Western Michigan
University’s event will be Wednesday, September 23, 2015. If you are interested in
attending one of these events, please book a date a month prior to the event, as well as
confirm this date a week prior to the event.
Thank you so much for your time, and we look forward to helping your company by
finding the perfect interns for you!
52
Appendix I
Esteemed Organization in Southwest Michigan,
Intern Southwest wants to thank you for all you do for your surrounding
community. Without your business, hard word, and investment into our region,
Southwest Michigan would not be the same.
Intern Southwest is an online internship database with the goal to help students
find internships and companies find interns. Presented by Southwest Michigan First, we
desire to bridge the gap between students and employers. Interns are vitally important
to the new and continual growth of a company, and we want to make it easy for you to
find bright and talented interns in the Southwest Michigan area.
Intern Southwest is just as much a tool for companies as it is for students.

Students create profiles with their resumes easily available, and companies share their
internship opportunities; this makes it easy for companies to both attract interns and
potentially recruit interns by searching through student profiles.
Attached to this email is informational material about Intern Southwest,

including information about who we are, how to utilize our database and five reasons to
hire interns. Help us, help you by sharing your internship opportunities on
www.internsouthwest.com.
Thank you for your investment in Southwest Michigan,
Intern Southwest
Bridging the Gap

53
Appendix J
54
Appendix J.1

Maura Levigne
Media Contact
Intern Southwest
Kalamazoo, MI 49007
Intern Southwest Database Launches

KALAMAZOO, Mich.—Intern Southwest launches their internship database to target
undergraduate, graduate students, and companies within the Kalamazoo, Branch, Van
Buren, Calhoun, Berrien, Cass, and St. Joseph counties on July 1, 2015.
“According to our research, one of the main problems students face when seeking
internships is not only finding companies that are looking for interns, but also how to
work the various databases out there currently,” said Grace DeMeulenaere, one of the
creators of the Intern Southwest database.
Intern Southwest aims to bridge the gap between students and employers to make
internship searches easier for students, and it contains informational facts regarding
main attractions within these seven counties, such as potential housing for these
students seeking positions within the area
“We plan to use social media tools such as Facebook, Instagram, and Twitter to promote
Intern Southwest’s database itself, while reaching out to not only students about these
potential internship positions, but also to companies by stressing the significance
interns can have on their company, “ said Maura Levigne, one of the creators of Intern
Southwest
Intern Southwest’s mission is to encourage these companies within Kalamazoo, Branch,

Van Buren, Calhoun, Berrien, Cass, and St. Joseph counties to share their information
to these students seeking internships, in hopes to keep young talent within these
regions.
###
55
Appendix J.2
56
Appendix J.3
Internship Guidelines
To establish uniformity in the use and application of the term “internship,” NACE
recommends the following definition:
An internship is a form of experiential learning that integrates knowledge and theory

learned in the classroom with practical application and skills development in a
professional setting. Internships give students the opportunity to gain valuable applied
experience and make connections in professional fields they are considering for career
paths; and give employers the opportunity to guide and evaluate talent.
If the six criteria are met, the Department of Labor (DOL) considers there to be no
employment relationship. The six criteria established by the DOL are:
• The internship, even though it includes actual operation of the employer’s facilities, is
similar to training that would be given in a vocational school.
• The internship experience is for the benefit of the student.
• The intern does not displace regular employees, but works under the close
observation of a regular employee.
• The employer provides the training and derives no immediate advantage from the
activities of the intern. Occasionally, the operations may actually be impeded.
• The intern is not necessarily entitled to a job at the conclusion of the internship.
• The employer and the intern understand that the intern is not entitled to wages for
the time in the internship.
To ensure that an experience—whether it is a traditional internship or one conducted

remotely or virtually—is educational, and thus eligible to be considered a legitimate
internship by the NACE definition, all the following criteria must be met:
1. The experience must be an extension of the classroom: a learning experience that

provides for applying the knowledge gained in the classroom. It must not be simply to
advance the operations of the employer or be the work that a regular employee would
routinely perform.
2. The skills or knowledge learned must be transferable to other employment settings.
3. The experience has a defined beginning and end, and a job description with desired
qualifications.
4. There are clearly defined learning objectives/goals related to the professional goals of
the student’s academic coursework.
5. There is supervision by a professional with expertise and educational and/or
professional background in the field of the experience.
6. There is routine feedback by the experienced supervisor.
7. There are resources, equipment, and facilities provided by the host employer that
support learning objectives/goals.
If these criteria are followed, it is the opinion of NACE that the experience can be
considered a legitimate internship.
57
Appendix J.4
58
Appendix K
To the Universities and Colleges in Southwest Michigan,
Intern Southwest is an online internship database for Southwest Michigan with

the goal of providing college students with great internships and companies with bright
interns. Presented by Southwest Michigan First, we believe that you have the talent, and
we have the opportunity.
There are many benefits of students participating in internships, and we need

your assistance to help students both find internships and see the value of them. Intern
Southwest understands that for students, the process of finding an internship can be
frustrating, and we want to make it easier.
Intern Southwest is clean, easy to navigate, and provides opportunities for

available internships in the Southwest Michigan community. Attached to this email is
informational material about Intern Southwest, a guide on how to utilize the database
and five reasons why internships are extremely beneficial for students.
Could you help us in our pursuit to help students by forwarding this information to your
classes?
Thank you for your investment in preparing talented individuals,
Intern Southwest
Bridging the Gap
59
Appendix L
60
Appendix L.1

Maura Levigne
Media Contact
Intern Southwest
Kalamazoo, MI 49007
Intern Southwest Database Launches

KALAMAZOO, Mich.—Intern Southwest launches their internship database to target
undergraduate, graduate students, and companies within the Kalamazoo, Branch, Van
Buren, Calhoun, Berrien, Cass, and St. Joseph counties on July 1, 2015.
“According to our research, one of the main problems students face when seeking
internships is not only finding companies that are looking for interns, but also how to
work the various databases out there currently,” said Grace DeMeulenaere, one of the
creators of the Intern Southwest database.
Intern Southwest aims to bridge the gap between students and employers to make
internship searches easier for students, and it contains informational facts regarding
main attractions within these seven counties, such as potential housing for these
students seeking positions within the area
“We plan to use social media tools such as Facebook, Instagram, and Twitter to promote
Intern Southwest’s database itself, while reaching out to not only students about these
potential internship positions, but also to companies by stressing the significance
interns can have on their company, “ said Maura Levigne, one of the creators of Intern
Southwest
Intern Southwest’s mission is to encourage these companies within Kalamazoo, Branch,

Van Buren, Calhoun, Berrien, Cass, and St. Joseph counties to share their information
to these students seeking internships, in hopes to keep young talent within these
regions.
###
61
Appendix L.2
62
Appendix L.3
63
Appendix M
Internship Survey
What year in school are you?
o Freshman
o Sophomore
o Junior
o Senior
o Super Senior
Have you ever looked for an internship?
o Yes
o No
If yes, where did you look?
o BroncoJobs
o Career Center
o Internship Website
o Other: ________________________________________________
Have you participated in an internship?
o Yes
o No
If no, why not?
If yes, how did you find the internship(s)?
If yes, where did you intern?
What is the hardest thing about finding an internship?
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64
Appendix N
63 responses
View all responses Publish analytics
Summary
What year in school are you?
Freshman 0 0%
Sophomore 3 4.8%
Junior 14 22.2%
Senior 11 17.5%
Super Senior 7 11.1%
Have you ever looked for an internship?
Yes 45 71.4%
No 18 28.6%
65
If yes, where did you look?
BroncoJobs 26 41.3%
Career Center 7 11.1%
Internship Website 13 20.6%
Other 18 28.6%
Have you participated in an internship?
Yes 24 38.1%
No 39 61.9%
If no, why not?

none of the opportunities seemed to fit my personality
It's scheduled for Summer 1
First year searching
Haven't had the chance to
Have not yet looked for one
66
Just haven't
Have not yet had the time or looked much into it
Not necessary
Can't get one
Had a job that provided better experience.
I don't want to apply to one until my grade point is at least a 3.
Always found a part time job that was a better fit than the internships I applied for
not looking
Hasn't started yet
Could not find one that suited me.
Other priorities
It hasn't started yet
I don't have enough experience yet; just decided my major.
If yes, how did you find the internship(s)?

family friend
They contacted me
Through word-of-mouth
western michigan
Through food marketing program
AdClub Facebook
Previous job
I had to do an internship in early childhood, so I asked instructors if they knew anyone in the community
and I liked up with Head Start.
Through word of mouth from friends and professors, also through email updates and guest speakers.
Heard about it in class and applied on Bronco Jobs.
college of health human services
Bronco Jobs
company website recommendation
I was placed through college of education
career fair
Current place of employment
Internship coordinator and personal search.
I was offered both of my internships through connections of my parents.
My Professor
Class requirement assigned through college of Ed
Friends
67
I actually e-mailed the nonprofit I really wanted to intern at because they had no postings. Turns out they
had been wanting to start an internship program so I was their first intern.
Bronco jobs
Through my WMU program
If yes, where did you intern?

Valley Family Church
hispanic american council
stryker
paw paw middle school, Portage west middle school
on campus
Bernie's Book Bank
SC Johnson
farm worker legal services
Kroger
honey bee weddings rent the runway/ WMU
Campus court
Mann Hummel
Country fresh
Otsego high school
Kelloggs
Head Start.
Portage north highschool
Hamlin Corner in Royal Oak, MI and the Royal Oak Chamber of Commerce
Magna International
Carat- Detroit
TRW
What is the hardest thing about finding an internship?

Knowing people; connections
I did not have a hard time because my professor helped me
Finding one close and similar to your major.
First contact
finding an area to search for open internships
Networking
Taking the time to apply
knowing what time of internship I need
68
Finding an internship that will help you in your career where you are actually able to DO things.
networking
Finding the right place
they are very difficult to find
location of the job and finding one that fits my major
Finding them online
knowing where to look
Having qualifications
nothing
I was abroad
The lack of diversity within the internships
Finding One.
Finding wasn't hard, contacting them was
Where to look
Interviewing process
It was not hard, but it can be if you wait until the last minute.
The interview process when you actually find some to apply for.
I found them easily but qualifying is hard
Finding one that is appropriate to my field (internships in event management are somewhat rare.)
Finding one that fits my specific needs and my major that is also paid
finding a company that will value your contributions
Most of them are unpaid which is difficult
The paperwork
Finding one paid and in my preferred area of location
Finding one that is paid
motivation to dress up while going to class
It was not hard to find one
Getting potential employers to actually give you an interview. Plus finding a paid one.
69
Appendix O
Screenshots of Database Example
70
71
72
Section 7
References
INTERN Southwest
Bridging the Gap
References
Albion College. (2015). Admission FAQs. Retrieved from

http://www.albion.edu/admission/faqs
Albion College. (2015, February 1). Board of trustees. Retrieved from

http://www.albion.edu/about-albion/board-of-trustees
Albion College. (2014, November 1). Key facts. Retrieved from

http://www.albion.edu/about-albion/key-facts
American Axle & Manufacturing. (2015). Company overview. Retrieved from

http://www.aam.com/company-overview.html
Andrews University (2015). Facts. Retrieved from

https://www.andrews.edu/about/facts.html
Eaton Corporation. (2015). Our company. Retrieved from

http://www.eaton.com/Eaton/OurCompany/AboutUs/index.htm
Florida International University. (2013). What are the benefits of an internship.

Retrieved from http://internships.fiu.edu/faculty-staff/benefits-
internships/index.html
Flowserve Corporation. (2015). About Flowserve. Retrieved from

http://www.flowserve.com/Careers/About-Flowserve
Forbes. (2014, May). Kellogg. Retrieved from

http://www.forbes.com/companies/kellogg/
Glen Oaks Community College. (2015). Board of trustees. Retrieved from

https://www.glenoaks.edu/about/pages/boardoftrustees.aspx
Glen Oaks Community College. (2015). Quick facts. Retrieved from

https://www.glenoaks.edu/about/pages/quickfacts.aspx
Google Finance. (2015). Kaiser Aluminum Corp. Retrieved from

https://www.google.com/finance?cid=655830
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https://www.google.com/finance?cid=664730
Graphic Packaging International. (2015). The GPI experience. Retrieved from

http://careers.graphicpkg.com/NA/EN/Pages/Experience.aspx?x=55
73
Huhman, H.R. (2011, December 6). 5 reasons you should hire an intern—and 3 reasons
you shouldn’t. Forbes. Retrieved from
http://www.forbes.com/sites/yec/2011/12/06/5-reasons-you-should-hire-an-
intern-and-3-reasons-you-shouldnt/
Kadant Incorporation. (2015). Careers at Kadant. Retrieved from

http://www.kadant.com/en/about-us/careers/
Kalamazoo College. (2015, January 1). Board of trustees. Retrieved from

http://www.kzoo.edu/college/?p=trustees
Kalamazoo College. (2015). Fast facts. Retrieved from

http://www.kzoo.edu/college/?p=fastfacts
Kalamazoo College (2015). Student life. Retrieved from

http://www.kzoo.edu/studentlife/
Kalamazoo Valley Community College. (2015, November 1). Board of trustees. Retrieved
from https://www.kvcc.edu/about/boardoftrustees/
Kalamazoo Valley Community College (2015). Frequently asked questions. Retrieved

from https://www.kvcc.edu/admissions/faq_admissions.htm
Kellogg Community College (2015). General information. Retrieved from

http://www.kellogg.edu/admissions/
Kellogg Community College. (2015). Staff directory. Retrieved from

http://www.kellogg.edu/about/staff-directory/
Kellogg Co. (2015). Locations. Retrieved from

http://www.kelloggcareers.com/global/why-kellogg/locations.html
Lake Michigan College. (2015, January 1). Facts at a glance. Retrieved from
http://www.lakemichigancollege.edu/facts
Lake Michigan College (2015). Frequently asked questions. Retrieved from

http://www.lakemichigancollege.edu/Default.aspx?DN=e989a994-54f3-487c-
9f00-fdba8d68b521
National Association of Colleges and Employers. (2011, July). Position statement: U.S.
internships. Retrieved from https://www.naceweb.org/advocacy/position-
statements/united-states-internships.aspx?land-intern-lp-3-adv-unint-03272015
Newell Rubbermaid. (2014). Working here. Retrieved from

http://careers.newellrubbermaid.com/working-here/locations
Parker Hannifin Corp. (2015). About us. Retrieved from
74
http://www.parker.com/portal/site/PARKER/menuitem.f830ba32f37af5fe2c5c8
810427ad1ca/?vgnextoid=7de94bad565e4310VgnVCM10000014a71dacRCRD&v
gnextfmt=default
Slide Share (2013). Billboard advertising. Retrieved from

http://www.slideshare.net/FitSmallBusiness/billboard-advertising-costs
Southwestern Michigan College. (2015, January 1). Board of trustees. Retrieved from
http://www.swmich.edu/about-smc/board-of-trustees
Southwestern Michigan College (2015). Student life. Retrieved from

http://www.swmich.edu/student-life
State Farm Mutual Automobile Insurance Company. (2015). Company overview.

Retrieved from https://www.statefarm.com/about-us/company-overview
Stryker Corporation. (2014). 2013 annual review. Retrieved from

http://www.stryker.com/2013/
Target Brands, Inc. (2015). 2013 annual report. Retrieved from

https://corporate.target.com/annual-reports/2013/business/team
The PNC Financial Services Group, Inc. (2015). Corporate overview. Retrieved from
https://www.pnc.com/en/about-pnc/company-profile/corporate-overview.html
The University of Arizona. (2015). Benefits and advantages of internships and other
related experiences. Retrieved from
https://www.career.arizona.edu/student/finding-an-internship/internships-
and-other-related-experiences/benefits-advantages-of-internships-and-other-
related-experiences
U.S. Bank Locations. (2015). PNC Bank ‘number of employee’ historical data. Retrieved
from http://www.usbanklocations.com/pnc-bank-trend.shtml?c=numemp
Western Michigan University. (2015). Careers and campus employment. Retrieved from
http://www.wmich.edu/students/employment.html
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Whirlpool Corporation. (2015). Our company. Retrieved from

http://www.whirlpoolcorp.com/our-company/

75

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Grace DeMeulenaere, Shannon Karpinski,

This campaign project was undertaken as a requirement in the capstone class

COM 4500 taught by Diana Berkshire-Hearit at Western Michigan University in the

Bachelor of Arts degree in Public Relations from the School of Communication.

This campaign was created for Southwest Michigan First of Kalamazoo,

Michigan. Included in this book is an overview of Southwest Michigan First, the

Section 2: Situation Analysis………………………………………………………………………………..….3

Section 3: Campaign Design and Implementation…………………………………………………….14

Section 4: Evaluation Plan……………………………………………………………………………………..40

benefits these students will bring to their organization.

likely they are to stay here.

passionate about cultivating a strong economic future in southwest Michigan. Founded

in 1999, Southwest Michigan First is an organization of privately funded economic

First is a growing organization with 25 employees, lead by CEO Ron Kitchens.

Southwest Michigan First's mission is to assist companies in growing jobs. It is

committed to growing companies, because it believes that is the future. It focus on

business-to-business marketing, supply chain management, workforce development,

potential, and focused on improving the community by creating jobs.

Brown Foundation to create an internship program that provides internships for

southwest Michigan region and outside of the region.

Southwest Michigan First currently believes there is a lack of internships and

knowledge of available information on current internships in Kalamazoo, Van

less young talent remaining in the areas to promote economic development as a

internship positions and limited accessible information about knowledge regarding

of various internship positions and an increase in internship opportunities will directly

input and work of young and talented interns.

Southwest Michigan First faces a major setback in acquiring information from

and education elsewhere, southwest Michigan will fall behind in development in

changes. It is essential for this organization to provide information on where internships

problem and continue to increase economic development in theses areas.

Profile of Target Publics

Key Public One: Undergraduate and Graduate Students who attend

universities and colleges in the Kalamazoo, Branch, Van Buren, Calhoun,

Berrien, Cass, and St. Joseph counties.

The Southwest Michigan region consists of seven counties: Kalamazoo, Branch,

total consists of 55,143 students.

countries. Undergraduates make up 79 percent of the students at Western Michigan

University, while the other 21 percent are in the graduate programs.

Glen Oaks Community College, Kellogg Community College, Southwestern Michigan

Another community college in the area is Southwest Michigan College located in

College and Andrews University. Kalamazoo College is located in Kalamazoo, Michigan

Overall, there is a total of 55,143 students who attend a research university,

Key Public Two: Companies and organizations that provide internships in

Southwest Michigan First collaborates with a current total of 15,789 companies,

provide internship opportunities to the undergraduate and graduate students that

These top publicly-traded regional brands include American Axle &

Manufacturing, Eaton Corporation, Flowserve Corporation, Graphic Packaging

Corporation, and Whirlpool Corporation.

The breakdown of employment rates among each company is relevant

collection process, opportunities to ensure the hiring of these sought-out undergraduate

15,000 employees in more than 50 countries. Graphic Packaging International works in

Columbia. Parker Hannifin Corporation employs approximately 57,500 people in 50

stores worldwide. The Whirlpool Corporation has approximately 100,000 employees at

70 centers throughout the world.

Key Public Three: Professors, educators, administrators, and staff of the

universities and colleges in the Kalamazoo, Branch, Van Buren, Calhoun,

Berrien, Cass, and St. Joseph counties.

these colleges and universities to increase awareness of possible internship

opportunities and to encourage their students to stay in southwest Michigan. Within

promote knowledge of internships.

time faculty members as well as 33 board-elected members. The educators in this

knowledge about internship opportunities. Andrews University, located in Berrien

appointed Board of Directors. Educators at Glen Oaks Community College can