Alexandra Winterle

Layla Martinez

Emily Harker

Campaign Outline

1. Problem/Opportunity Statement: Many prospective students and their parents in and

around the Abington area have no idea Penn State Abington exists. Suppose we were

more well known -- more prospective students in the area looking for a small campus

might apply. Many of these students would likely be commuters. Three methods by

which we would conduct primary research to support the campaign is interviews amongst

ourselves, survey, and group observations.

2. SMART Objectives

Overall Goal: To show the benefits of commuting to potential college

students SMART Goals

 College students stay in the area, contribute back to local community

 To show how buying gas is cheaper than paying for rent

 Visit local high schools to increase local enrollment

 Show how much money a student can save by commuting to college

 Send out information to local high schools in brochures

  Reach out to parents that have students in local high schools

 Holding an open house event

 Create various types of advertisements of enrollment dates

3. Broadly outline the 5 E’s. Spend @ one paragraph on each.

Education: We propose to inform applicants of the advantages of commuting. For instance we’d

point out how much money they could save without the added expense of room and board fees.

We’d also emphasize not having to share a room, showers, or other facilities with fellow

students. Another positive of commuting to share with prospective students is the level of

distraction is typically much lower at home than in a dorm room. These are just a few advantages

to utilize in our campaign.

Engineering: By using endorsement to share stories about other local students that previously

attended and loved PSU Abington, and their success stories. Also why they loved commuting to

a local college close to home. (Post stories on social media/present while visiting local high

schools)

Enforcement: Offering a rewards program for local students. Creating a commuters meal

program at the school cafeteria, along with getting other local restaurants and fast food

restaurants involved in the commuters lunch program. (Commuting Students have a card to show

local restaurants and cafeteria)

Entitlement: For this part of the campaign we would ask high school in the area to give juniors

and seniors information about Penn State Abington. Some of the districts we would seek

participation from are Abington, Upper Moreland, Jenkintown, Cheltenham, Hatboro Horsham,
 Philadelphia, Lower Moreland, Upper Dublin. Community colleges and public libraries

throughout the region would also be part of this stage.

Evaluation: At the end of our campaign we would conduct a survey to determine how students

felt about their decision to commute at the end of their first year of college. We would also

gather information about where and how far students are commuting from.

4. Identify and describe your primary audiences. People in our primary audience are

those potential students (and their parents) living within 10 miles or so of Abington Campus.

These individuals would commute by public transportation or drive themselves to and from

campus as needed for classes and extracurricular activities.

5. Identify a minimum of three strategies that support your objectives and three tactics

for each strategy.

a. Strategy: Visit local high schools

i.Tactic: Discuss the costs of commuting vs living on campus

b. Strategy: Hold an open house day for local students

.Tactic: Show them why they should attend PSU Abington

c. Strategy: Send out emails to parents of students in local high schools

.Show them all the great benefits PSU Abington has to offer their children

6. Create a campaign calendar.

 Sept?O Nov Dec Jan Feb Mar Apr May

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7. Identify a broad budget. Break out your major expenses into line items.

Our overall budget for this campaign is $10,000

30% of the budget would go toward advertising

20% for events

15% for marketing

5% each for social media, website features, public relations, branding and content

The remaining 15% or so would go to any other expenses for the campaign.

8. Identify how you will evaluate the campaign. List a minimum of 2 methods of

evaluation.

As mentioned above we would conduct surveys with students who commute. We’d also gather

statistics about the distances traveled by those commuters. The main thing we aim to find out is

how people feel about their decision to commute vs. those who live in a dorm or off campus

apartment.

9. Appendix: Name, tagline, and visual logo for your campaign

Name: A College In Your Own Backyard

Tagline: Big Name University, Small Campus

Visual Logo: