Campaign:

Jaguar King
Presented by: Presented to:
Darrius Davis Dr. David Bulla
Codi Kimball Dr. Debra van Tuyll
Bri Stanley

May 5, 2020
Dear Dr. Bulla and Dr. van Tuyll,

The presentation you are about to observe has been handcrafted for your individual
needs as a client and a department at large. We have spent countless hours
researching, tailoring and formulating content samples for your target audience, as
previously identified. While not completely free as one may hope for in these
economically trying times, we created our campaign featuring a modest and flexible
budget; one that can be whittled down to zero if need be. Our team has drafted this
document to be as exciting, engaging and informative as possible with content as
Letter of
follows: a blurb about our company and team, an introduction to the Jaguar King
campaign, our objectives, tactics, budget, evaluation and finally, our contact Transmittal
information in case a section needs to be added, altered or omitted. While we certainly
hope you enjoy our plan in its entirety, we welcome your feedback and are, of course,
willing to make the necessary modifications to help you achieve your vision. With all
that being said, we sincerely hope you enjoy reading our proposal as much as we
enjoyed designing it and will continue to keep us in mind for your future endeavors.

v/r,

Bri Stanley
CEO, CoDaBri & Co.
CoDaBri & Co.
CoDaBri & Co. was started out of a necessity
to pass Public Relations Practices (Comm
3600) at Augusta University.
Coincidentally, over our more than 30-day
history, our company has evolved into a multi-
dollar player, hopefully involved in local PR
campaigns and bi-state outreach efforts.
 OUR TEAM

Darrius Davis
Junior at AU majoring
Codi Kimball in Communication with
a focus in Audio and
Bri Stanley Sophomore at AU majoring in Visual Production.
Senior at AU majoring Communication with a minor
in Communication with in Business Administration.
a focus in PR and
Media Production.
 TABLE OF CONTENTS

01 Introducing our 04
Campaign Budget

02 05
Objectives Evaluation

03 06
Tactics Contact Information
 Target Audience

SC High School Their Counselors Their Parents

Students
 INTRODUCING
OUR CAMPAIGN

Since the fall of 2019, South Carolina residents have had the opportunity
to enroll at Augusta University while only paying in-state tuition.
However, Augusta University, and especially its communication
department, has experienced an unexpectedly low rate of enrollment
from this demographic in particular. According to statistics obtained
from Administrative Assistant Amanda Main, out of the 164 students
currently majoring in communication, only eight enrollees are from South
Carolina – and most are from North Augusta. Our campaign seeks to
modestly improve this statistic.
 INTRODUCING
OUR CAMPAIGN
Based on our research, we believe that this deficit of South
Carolina students enrolled in the Augusta University
Communication Department is due to lack of awareness of the
new AU tuition policy and our program in general.
Out of the 469 South Carolina high schools we surveyed*, there
were an average of 7 communication-related classes offered by
both public and private schools; fine arts schools had an
average of 10 communication-related course offerings per
academic year.

This indicates to us that students are interested in the field, as

these classes had an average of 19 students enrolled per course
across the board.
We believe that by engaging with South Carolina high school
students, parents and guidance consolers, interest in the AU
communication program can be boosted by Spring 2021 using
both analog and digital tactics.

*details of the survey will be covered in a later section.

 AU COMMUNICATION DEPARTMENT
CURRENT ENROLLMENT STATISTICS

Georgia Residents
(156 students)
95%

Goal; 30 South Carolina

18% Students Enrolled by
Spring 2022
South Carolina Residents
5%
(8 students)
Outcome Objective

“To identify 25 South Carolina High

School students who may be interested in
majoring in Communication at Augusta
University by Spring 2021”
 OUTPUT OBJECTIVES
Students
To communicate to South Carolina

01 high school students using a variety of

media to garner interest in the
communication department at AU.

Counselors
To contact South Carolina high school
counselors in an effort to make them

02
aware of Augusta University’s in-state
tuition program for their students and
communicate the benefits of majoring in
Communication at AU.

Parents
To make parents aware of AU being an option

03 for their kids and, specifically, the benefits of

majoring in Communication.
 TACTICS
Post Regularly on Social Media
We plan to use the communication department’s already
established social media channels to post content
targeted towards prospective students and parents,
specifically focusing on Facebook and Instagram.
We will tailor content aimed at parents over Facebook
and for students on Instagram, as these are the sites the
two demographics tend to prefer.
Contact Counselors Directly
In order to reach SC high school students
directly, we plan to contact high school
guidance counselors in our areas of
interest via email, phone and flyers. In
doing so, we hope that they may provide
information about our program to
prospective students in-person and
through our print-outs.
Direct Message Commenters
In an effort to identify and better attract
individual students by name, we plan to reach
out to followers who engage with our posts via
direct message. Direct messaging is a feature
present across platforms, including Facebook
and Instagram. This will also make learning
about our department more accessible to those
interested.
Design and Initiate Photo Series
In an effort to capitalize on the
visual nature of Instagram’s feed
system, we plan to create a photo
series featuring actual AU
communication students and
graduates displaying why they
chose their major.
 TACTICS
Post Regularly on Social Media
We plan to post photos, story surveys,
informative texts and polls for our target
audience at least three times a week across
Facebook and Instagram
Direct Message Commenters
We will contact individuals directly who
comment on our posts, like our photo series or
submit questions during our online surveys/polls
on Facebook and Instagram.
*We plan to contact at least 30 different
followers.

Contact Counselors Directly

We intend to send out flyers to every guidance
Design and Initiate Photo Series
counselor (245 total) in the districts of Lexington,
Spartanburg, Abbeville and Charleston.
*If we cannot afford hardcopy materials, we will
email them digital copies instead.
 MORE ON OUR PHOTO SERIES

Numbers Areas of Interest

We hope to capture at least 25 We plan to select students focusing in various
photos featuring 25 current and areas of the communication field including:
graduated students across all PR, Journalism, Communication Theory,
areas of the communication field. Photography and Video.

Logos and Slogans

We plan to display the AU logo on
all of our photos. Our hashtag will
be #AUCommBecause.
 Photo Series:
Sample Post
 “I majored in
Communication at It was
affordable
!
The campus
is close to
I like the
professors!
home!
Augusta University
because…”
 WHY WILL OUR
TACTICS WORK?
Potential Students

By incorporating multiple
Contact DM
tactics across analog and Counselors Followers
digital formats, we will reach Directly Post
Regularly
our target audience while also on Social
creating overlap within our Media
interest groups. This approach Guidance
will garner the most audience Counselors Create Our Parents
Photo Series
engagement and message
spread.
 PROJECTED TIMELINE

• Send contact information of prospective

students to Communication Office.
• Begin social media cross-
platform engagement.
• Continue making an effort to reach out
to prospective students and parents
about our program
Summer 2020
Spring 2021

Fall 2020
• Commence photo series project with
Spring 2020 students. Fall 2021
• Contact SC high school guidance counselors
• Design and plan • Direct Message potential students and • Evaluate campaign
Jaguar King campaign. parents engaging with online content objectives and tactics
 PROPOSED CAMPAIGN BUDGET
56%
Flyers
● It will cost an estimated $280 to
have 2000 flyers printed.
● We will send 20 to each
guidance counselor in our
districts of interest (245 total).
14%
Photo Prints
● It will cost an estimated $70 to have
4,000 photos printed.
● We plan on attaching 2 photos per
flyer, similar to the mini-flyers
available in the communication
office.
$500
30%
Art Supplies
● We estimate that it will cost $150
for the supplies needed to
complete our photo series.
● Supplies include: dry erase board,
markers, props, ink, printer paper,
etc.
 EVALUATION
Outcome Objective
We will be able to measure whether or not we were
successful in identifying 25 South Carolina high
school students who may be interested in the
program by referencing the list of names we plan to
submit to the office by Spring 2021 which will detail
their contact information gathered via social media,
direct message or guidance counselor connections.

Output Objective: Students

We will conduct an online survey of 30 random
followers via Instagram at the start of Summer 2020
and the beginning of Spring 2021 aimed at
measuring the level of knowledge/interest in Augusta
University’s communication program. If the results
show a higher level of interest, we will know how
successful our efforts have been and adapt moving
forward. The survey will be sent to our Instagram
followers.
 EVALUATION
Output Objectives: Counselors
In order to assess how successful we were in garnering the
interest of our specified group of South Carolina high school
counselors, we intend to follow-up with them individually in
either an email or phone call by Spring 2021. By contacting
them directly, we will gain a better understanding of their
original opinion of AU’s communication program, how many
students they have referred to us so far and denotate and
address any potential gaps in knowledge they may still
have.

Output Objectives: Parents

In order to discover whether or not we were successful
in reaching out to the parents of South Carolina high
school students, we plan to keep a running list of
individuals we are in contact with over Facebook and, in
some cases, Instagram falling into this demographic. By
doing so, at the start of Fall 2021, we plan on directly
contacting these individuals to conduct a survey on
their opinion on the attractiveness of AU’s
communication program as compared to what they
thought in 2020.
THANKS!
Do you have any questions?

If so, please contact:

Bri Stanley
bstanleysaunder@augusta.edu

Codi Kimball
ckimball@augusta.edu
CREDITS: This presentation template was created by
Darrius Davis
Slidesgo, including icons by Flaticon, and infographics &
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dardavis@augusta.edu
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