Illinois State

Campus Recreation
Adventure Program
 Table of Contents
Letter of Transmittal 3
Meet The Team 4
Executive Summary 5
Audiences 6
Situation Analysis 7
SWOT Analysis 8
Research Method 10
Research Results 12
Key Insights 13
Goals and Objectives 14
Appendices 17
Appendix A: Budget
Appendix B: Promotional Material
Appendix C: #FindYourISUAdventure
Appendix D: Press Release
Appendices E & F: Timeline
Appendix G: Food Truck Contact Information
Appendix H: Radio Ad Script

References 25
 Letter of Transmittal
April 30, 2019
Campus Recreation Adventure Program
347 S University St. #103
Normal, IL 61790

Dear Mr. Perronne,

The Dynamic Promotions and Designs PR team would like to thank you for considering our firm to repre-
sent your business. Throughout this book, you will find the layout for the Campus Recreation Adventure Pro-
gram public relations campaign. During our initial meeting, you emphasized the need to increase awareness
as well as improve the engagement on adventure trips and at the high ropes course, so this plan was based off
of that request.

The intention of this campaign is to utilize event, social media and word of mouth strategies to reach the tar-
get demographic as well as help reach goals of the campaign. If implemented, this plan will help you achieve
these objectives:

Objective 1: Achieve 75% awareness among Leadership RSOs by December 2019.

Objective 2: Achieve 50% positive willingness to sign up for a group activity within Leadership RSOs Decem-
ber of 2019.

In the pages to follow, you will find further information about how each of these objectives should be carried
out, including details about the tactics involved.

Based on extensive research, this plan will help you achieve your business goals. We look forward to working
with you.

Sincerely,

Dynamic Promotions and Design

Joey Starwalt Jessica Konstantelos Darby Carroll

Riley Zobel Jenessa Draper

3
 Meet The Team

Jessica Konstantelos Darby Carroll

Josephine Starwalt

Riley Zobel Jenessa Draper

4
 Executive Summary
Dynamic Promotions has developed an original public relations campaign that is designed to answer the
Campus Recreation Adventure Program’s needs. The aim of this campaign is to ultimately focus on Campus
Recreation Adventure Program’s desire to increase awareness among students and faculty on Illinois State’s
campus. The Campus Recreation Adventure Program has provided students and faculty with amazing trips
and activities, team building experiences, and high quality rental equipment. However, through research
conducted, it seems that only half of the program’s target audience is aware of all the program can offer.

After extensive research, Dynamic Promotions found that leadership focused registered student organiza-
tions (RSO) at Illinois State make for the perfect target for our campaign. Further, within this demographic,
we found it most beneficial to focus on members who like to be social.

In order to better understand the Campus Recreation Adventure Program target audience, our research
included conducting surveys among a variety of students involved in RSOs. We quickly came to understand
that while lack of awareness was our main challenge, our target audience’s attitude towards the Campus Rec-
reation Adventure Program was overall positive and they enjoy meeting new people, staying active, and being
outdoors.

From this and other research, Dynamic Promotions developed two main objectives for the target audience of
leadership RSOs: achieve 75% awareness among Leadership RSOs by December 2019 and achieve 50% posi-
tive willingness to sign up for a group activity with your RSO December of 2019.

This campaign consists of events to promote the Campus Challenge; an ambassador program will be devel-
oped in order to educate the campus on the Adventure program; and an enhanced online presence powered
by our strategic social media plan.

A substantial part of the campaign budget will be allocated towards hosting events to spread awareness about
the Campus Recreation Adventure Program and the Campus Challenge. We chose to dedicate such a signifi-
cant portion of the budget, approximately $552, to these types of events because we believe so strongly in the
Campus Recreation Adventure Program that empowers and inspires students.

While developing this campaign, we found ourselves inspired by the Campus Recreation Adventure Pro-
gram’s dedication to providing personal development and transferable skills. At Dynamic Promotions we be-
lieve that the Campus Recreation Adventure Program is meant to stand out both as an adventure and chance
for growth, and we’re ready to hit the ground running in order to make that happen.

5
 Audiences
Target Audience:
Leadership RSOs

Leadship RSOs on ISU’s Campus

Agricultural Ambassadors
Beta Gamma Sigma
Black Graduate Student Association
Campus Recreation Student Leadership Council
Collegiate FFA/PAS
Lead With Change
MBA Association
National Society of Collegiate Scholars
National Society of Leadership and Respect
Phi Sigma Pi Honor Society
Red Tassel Mortar Board
Rho Lambda Honor Society
Sigma Alpha
Students Today Leaders Forever
University Program Board
University Scholars Association

6
 Situation Analysis
The Campus Recreation
Adventure Program offers
different activities such as
day trips, weekend trips,
team building, high ropes
courses, equipment rental,
and other day activities.
The Campus Recreation
Adventure Program is de-
signed to be a collabora-
tive, active, and engaging
experience. The program
supports participants to
overcome challenges as
they try new activities and
develop skills.
Currently, the Cam-
pus Recreation Adven-
ture Program has a 20
percent return rate for
their team building ac-
tivities and only a two
percent return rate on
their adventure trips
and encounters the mis-
conceptions of students
and faculty feeling self
conscious when partici-
pating. Despite this mis-
conception, the Campus
Recreation Adventure
Program values the op-
portunity for students
and faculty to get out of
their comfort zone.
7
 SWOT Analysis
Dynamic Promotions conducted a SWOT (Strengths, Weaknesses,
Opputunities, Threats) Analysis on ISU Campus Recreation
Adventure Program to understand the best aspects to focus on when
planning the campaign.

The SWOT Analysis made it clear that the Adventure Program is

reasonably priced (strength) however there is not a strong brand
association (weakness). Additionally, there are many chances for
the Adventure Program to grow such as the Campus Challenge
(oppurtunities), but there needs to be clarification on misconcep-
tions of previous experience being needed to participate in the Ad-
venture Program’s activities (threats).

8
 SWOT Analysis Cont.
Aspects
1. Only adaptive high ropes
course in the area.
Strengths 2. Reasonably priced trips
for students and faculty.
1. Not a strong brand
association.
Weaknesses 2. Trip registration website
is not user-friendly.
1. Campus Challenge
2. Homecoming
Oppurtunities
1. Misconception to threat of
injury.
2. Misconceptions of
needing experience to
participate.
Threats
Implications
1. Offers an opportunity
for all students to engage
in a unique team building
activity.
2. Makes the trip accessible
to students to work towards
an inclusive environment.
1. The Adventure Program
does not have a seperate
social media account from
ISU Recreation.
2. Difficulties on a website
can deter possible partici-
pants from signing up.
1.The Campus Challenge
can engage Leadership
RSOs. It also takes place at
the beginning of the year
and is an event held outside.
2. The campus is vibrant
with school pride and
offer activities for students
throughout the week.
1. Paticipants may be hesi-
tant because a lot of activi-
ties come with obstacles.
2. Participants are appre-
hensive to sign up for a trip
or the ropes course because
they do not have prior expe-
rience
Possible Actions
1. Work with students to offer
incentives for completing the
ropes course.
2. By publicizing the low cost,
it may increase interest in
Adventure Trips.
1. Creating seperate social
media accounts will allow
audiences to see the Adven-
ture Program’s presence.
2. Create a more us-
er-friendly way to register
for activities.
1. The Campus Challenge
is a great way to engage
Leadership RSOs at the
beginning of the year who
are looking for new oppur-
tunities on campus.
2.re Program opportuni-
ties to students to increase
awareness when they are
heavily engaged with the
University
1. Could deter participants
if they have any fears of the
activities
2. The only people that will
be participating in the Ad-
venture Program are people
with prior experience, and
that takes away from giving
students and faculty a new
opportunity.
9
Research Method
Research Questions

To create this campaign, we first developed multiple key research

questions that needed to be answered:
What forms of advertising are working well among their target mar-
ket?
How is the target market learning about new activities to do on cam-
pus?
What is the most effective way to engage with the target public?
How can we target new customer while utilizing existing customers?
How do current customers learn about the Campus Recreation Ad-
venture Program?
What might deter customers from the Campus Recreation Adventure
Program?
How does the target audience feel about the high ropes course?
How does the target audience feel about adventure trips?

Research Gathering

To answer these questions, we performed the following research:

Primary research:
We administered a survey to leadership orientated RSOs on Illinois State’s
campus.

Secondary research:
Previously collected data from the Campus Recreation Adventure Program
Scholarly articles about college students and outdoor programs

10
 Research Results
53.85% have heard of
Campus Recreation
Adventure Program.

BUT only 4.81% have

participated in an activ-
ity with the Adventure
Program.

27.27% of those who

have participated said
they found out about
the program from a
frieind.

11
Research Results
70.59% of survey takers
strongly agree with the
statement “I like to keep
myself fit and healthy.”

82.35% of survey takers

strongly agree with the
statement “Socializing is
important to me.”

37.04% of survey takers

are very willing to do a
group activity through the
Adventure Program with
their RSO.

12
Key Insights

“Word of mouth is
how news travels”

“More likely
to try some-
thing new with
friends”

“Venturing out
of your comfort
zone allows
growth”

13
 Goals and Objectives

Campaign Goal :
Increase awareness and engagement with the
Campus Recreation Adventure Program.

Two Objectives:
1. Achieve 65% awareness among leadership
RSOs by December 2019.

2. Achieve 50% positive willingness for in-

diviuals to sign up for group activities
with their RSOs by December 2019

14
 Objective One
Acheive 65% awareness among leadership
RSOs by December 2019
Rationale: If RSOs are unaware of the Adventure
Program they will not be able to participate.
Benchmark: 53.85% of survey takers said they
have heard of the Adventure Program.
Strategy: Word of Mouth and Social Media.

Tactics
Host a “Campus Challenge Kickoff” at the high ropes course that
1: partners with local vendors such as Wild Country and healthy food
trucks. The event will offer information about the Campus Challenge
with the Fusion app, Adventure Trips, and other campus recreation
oppurtunities.
Use radio advertisement and press release to promote the event (see
appendices D & H).
Evaluation: number of people in attendance and number of sign ups
for future events.

2: Weekly “FindYourISUAdventure” social media post in which an ISU

student is recognized at the high ropes course, or adventure trip, for
finding their adventure. This will help promote upcoming trips for the
Adventure Program.
Use timeline to consistently post on social media (see appendices E &
F).
Reference example #FindYourISUAdventure posts (see appendix C)
Evaluation: number of shares, likes, and comments on social media
posts.
15
 Objective Two
Achieve 50% positive willingness for
indiviuals to sign up for group activities
with their RSOs by December 2019

Rationale: If RSOs are unaware of the Adventure

Program they will not be able to participate.
Benchmark: 53.85% of survey takers said they
have heard of the Adventure Program.
Strategy: Word of Mouth and Visibility.

Tactics
1: Create an “Adventure Ambassador” program for students to visit RSO
meetings to share their own experiences with the Adventure Program
and answer any questions the RSO may have.
Flyer can be used by Adventure Ambassadors to hang around campus
and give out at RSO meetings (see appendix B).

Evaluation: number of RSO group activity sign ups after visiting

meetings

“Adventure Bird Card” (see appendix B) has eight slots for hole
2: punches. For each day trip, high ropes course, or activity the Adventure
Bird completes, they will receive a hole punch. After all eight slots are
hole punched they receive a free high ropes experience.

Evaluation: number of Adventure Bird cards handed out versus how

many are being used

16
 Budget
Campus Recreation Adventure Program Platforms/Supplier Description Itemized Costs
Objective 1: Awareness among Leadership RSOs
Strategy 1: Events

Tactic 1: Food trucks Healthy in a Hurry Healthy in a Hurry, Appendix E $100

Cracked the Egg Came First Cracked, Appendix E $175
The Pop Stop Inc. The Pop Stop, Appendix E $150
Ohm Fit Ohm Fit, Appendix E $100
Wild Country Wild Country, Apendix E $100
Tactic 2: Giveaways
Alamo II 4 gift bags containing ISU shirt, water bottle, car sticker, frisbee $200
Tactic 3: Radio Ad WZND WZND Radio ad for Campus Challenge Kick off, Appendix F $160
Strategy 2: Social Media
Tactic 1: Social Media Boosts
Twitter $100
Facebook $100
Tactic 3: RSO Email Blasts Illinois State Dean of Students Trip-Coordinated promotional emails to RSOs $0

Objective 2: Willingness to sign up for a group activity

Strategy 1: Word of Mouth
Tactic 1: Flyers Office Max Fliers to give to RSOs, Appendix B $0.42 per page, in total $168 = 400 in total
Tactic 2: Trip punch card Office Max Print punch cards for students to use on trips, Appendix B $18 for 250 business card sized punch cards

Total: $1,371
Appendix A

17
 Appendix B
Promotional Material

Adventure Bird
Find Your ISU Adventure

18
Appendix C

19
 Appendix D
Press Release
4/30/2019 Contact: Alex Perrone
Release on 9/1/2019 Phone: (309)-438-5106
Email: vpsaarperro@ilstu.edu

Illinois State’s First Ever Campus Challenge Kickoff

NORMAL, Ill. - All residents of Bloomington - Normal, including ISU students are
invited to join the ISU Campus Recreation Adventure Program at the first ever Campus
Challenge Kickoff. The event will begin at noon, September 15, 2019 at the Adventure
Program’s high ropes course located at 1700 Gregory St, Normal, IL 61761.

The event will consist of free admission to climb the high ropes course, food
trucks, and booths set up from local stores that will be selling adventure-based goods.
There will be live music and raffles as well during the event. Registration in advance is
recommended for the high ropes course but not required.

The Campus Challenge Kickoff is centered around the launch of the new fusion
app. The Campus Challenge website describes the event as “Mother-Nature-meets-
March-Madness competition”. The challenge will last four weeks and is centered around
participation in outdoor activities among different colleges across the United States.

For more information regarding the Campus Challenge Kickoff keep up to date
with ISU Campus Recreation Adventure Program social media accounts. For more
information regarding the Campus Challenge nation wide event visit the organization’s
website at http://oncampuschallenge.org/about.

###

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 Appendix E
Timeline
Timeline, FY2019-2020
Tactics Specific Dates

Objective 1: Awareness among Leadership RSOs

Strategy - Events: Host a "Campus Challenge Kick Off" at Campus Kick-off 09/15/19
the high ropes course.

Tactic 1: Vendors Have all vendors confirmed between 9/1/2019 and

9/10/2019

Tactic 2: Advertisements Have all advertisements out by 9/1/2019 and continue

handing out fliers until the day of the event on 9/15/2019

Tactic 3: Giveaways Purchase these from 9/1 - 9/12

Strategy 2: Social Media Every Wednesday starting in September social media post
of #FindYourISUAdventure

Tactic 1: Email Blasts This should take place from 9/1/2019 - 12/1/2019

Tactic 2: Socail Media Boosts Once a week throughout the entire semester 9/1/2019 -
12/1/2019
Objective 2: Willingness to sign up for group activity

Strategy 1: Word of Mouth

Tactic 1: Ambassador Program

Tactic 2: Trip Punch Card

21
 Appendix F
Timeline cont.
Notes August September October November December
Current awareness at 54%

Vendors secured by 9/1/2019,

WZND ad air from 9/1/2019,
fliers posted by 9/1/2019
Healthy in a Hurry, The Pop
Stop, Cracked, OhmFit
Acitvewear, Wild Country
Press Releae, Flyers, and WZND
advertisement

Alamo II gift baskets.

Day of the week can change,

this was just a suggestion
because it is the middle of the
week.
Go through Dean of Studetns
office to have email sent out to
all students.
Use Hootesuite to do this.

Current willingness at 33%

Go to RSO meetings throughout

the year and hand out flyers.

This varies in time depending

on when students use the
punch card. 22
 Appendix G
Food Truck Contact Information

Vendors for Campus Challenge Kickoff

The Pop Stop, Inc. - http://www.thepopstopinc.com/?fbclid=I-

wAR1kpr0ixp2P-4m2Pa3NV0-o4a1wbc5qOVCFGwHVlf-By-
PrD4V4W8Fmo0xA
Located: Urbana-Champaign
Menu - on website: sorbet, gelato, and frozen yogurt popsicles
Phone: 217-714-0587

Healthy in a Hurry - https://www.facebook.com/pg/Healthyina-

HurryTruck/about/?ref=page_internal
Located: Bloomington Normal
Menu: information on Facebook page - attached link above
Phone: 702-378-4951
Email: christie6212@gmail.com

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 Appendix H
Radio Ad Script
*Note: Recorded example emailed to Alex

WZND Talent Script

Hey you! Yeah you! Do you like the outdoors, competing

and finding new ways to be healthy? Well today is your
lucky day… I-S-U Campus Recreation Adventure Program
is hosting a Campus Challenge Kickoff for their partner-
ship with the Fusion App. The event will offer free access
to the high ropes course, music, healthy food trucks, and
so much more. For more information check out the ISU
Campus Recreation social media accounts. All are wel-
come and encouraged to find their adventure.

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