Alexandra Winterle

Dr. Chewning.
CC 402
External Communication
December 16, 2019

Looking Back on Creating a Campaign

Over the course of this semester I have learned a lot about external communication,

especially in regard to how a successful campaign is developed. In respect to the campaign I

worked to develop with Layla and Emily this semester I feel that we hit on a lot of important

aspects of drawing in prospective students. Rather than seeing commuting as a negative we took

that particular aspect about Penn State Abington and turned it into a positive. The focus of our

campaign was to improve awareness of Penn State Abington in local high schools across the

region. We hope with increased awareness more prospective students living in the area will be

interested in applying to Penn State Abington. The initial outline we came up with was strong

but it needed some tweaking. The logo and name were the main points that needed to be re-

worked.

As supporting materials, I chose to create online materials in the form of social media

posts to Instagram, Twitter, and Facebook. The feedback on this assignment suggested there

should be more variation between platforms and that the posts should be more interactive. I kept

this in mind as I was working on my final project. I switched a few tweets and Instagram posts

out for ones that targeted particular school districts in the area. The other supporting material I

created was a direct mailer. For this assignment I was told that the information was too specific

for prospective students and I was missing contact information which direct mailers usually
include. With this in mind I made a lot of changes to my mailer. Rather than focusing on the

transportation options available at Penn State Abington I provided more general information

about the campus. For instance instead of specific transportation options I included facts about

the number of clubs and organizations on campus.