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Group 2 Housing and Residence Life Lee, Hines, Yefimov, Woods, Anokam, Scott

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Strategic Public Relations Campaign Plan for













Submitted by

Essence Lee, Leslie Hines, Kate Yefimov,
Davonta Woods, MaryAnna Anokam, 1iara Scott

November 13, 2011
Group 2 Housing and Residence Life Lee, Hines, Yefimov, Woods, Anokam, Scott



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%able of Contents

ecutive Summary
I. SWOT analysis 4
II. Situation analysis 5
a.Problem statement 5
III. The Organization 5
IV. Key Publics 6
V. Recommendations 6-7
a.Goals 6
b.Position 7
c.Objectives 7
VI. Strategies 7-9
a.Proactive strategies 7-8
b.Message strategies 8-9
VII. Tactics 10
VIII. Schedule 11
IX. Budget 12
X. valuation plan 13-14
XI. Survey results 15







Group 2 Housing and Residence Life Lee, Hines, Yefimov, Woods, Anokam, Scott



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ecutive Summary
The aim oI this public relations campaign is to ultimately increase usage oI the Department oI
Housing and Residence LiIe`s Living and Learning Communities which are located in the
residence halls. The Living and Learning Communities help Iorm a substantial link between
students` classroom learning and their personal lives in the residence halls. These communities
assist with creating an environment where a strong scholarly and proIessionally beneIicial
network can thrive.
This plan is Iocused on raising awareness oI the Living and Learning Communities by providing
useIul inIormation and promoting the available services and resources provided by these
communities. This campaign serves to update the organization`s communication eIIorts so that it
can attract students via social networking sites such as Twitter and Facebook. It also serves to
oIIer parents up-to-date inIormation and to highlight the joy oI living in the residence halls.
Since the objectives are the most signiIicant distinction within the plan and there is only one
goal, the campaign`s strategies and tactics will be subjective to the objectives oI the various
publics. These strategies and tactics will be strictly geared toward these objectives using methods
such as Ilyers, social media and the organization`s website.
A substantial portion oI our budget will be allocated towards traditional tactics such as special
events and print media such as Ilyers and newsletters. However, social networking sites such as
Facebook and Twitter will be used to develop the organization`s communication eIIorts Iurther.
valuation methods such as beIore-and-aIter studies and judgment studies will be ongoing to
help the monitor campaign`s eIIectiveness.
Group 2 Housing and Residence Life Lee, Hines, Yefimov, Woods, Anokam, Scott



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SWO% ANALYSIS
STRGTHS
O Convenience
O All-inclusive
O ducational services
WAKSSS
O Poor communication
O pensive services
O Strict rules and regulations
OPPORTUITIS
O ob opportunities (resident assistants,
etc)

THRATS
O OII campus housing
O Lack oI knowledge






Group 2 Housing and Residence Life Lee, Hines, Yefimov, Woods, Anokam, Scott



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%e Situation: Problem Statement

Because education is important, the Department oI Housing and Residence LiIe (DHRL) wants
to increase the overall awareness oI all resources and services oIIered by the Living and
Learning Communities (LLCs) within the residence halls by the net academic school year.


%e Organization

The Department oI Housing and Residence LiIe (DHRL) encourages residents to IulIill their
educational goals while promoting community within residence halls. The main goal is to build a
basis oI community service, academic ecellence and leadership as both undergraduate and
graduate students oI the University embrace their campus living eperience.


nternal nvironment
The internal environment oI the organization is highly positive. DHRL has created the Living
and Learning Communities (LLCs) to help students create a solid connection between their lives
in the residence halls and learning eperiences in the classroom as well as to provide an
environment that is conducive to shaping a strong, cohesive network that will be scholarly and
proIessionally beneIicial. DHRL is very supportive oI the public relations campaign and has
been very cooperative with our public relations endeavors.


Public Perception
The organization is well known and the service is very widely used. According to the eecutive
director oI DHRL there are approimately 4,200 students living on campus. DHRL`s reputation
with the student body is seen as unorganized and limited to providing housing and resident living
only.

ternal nvironment
For eternal environments, DHRL`s major competitors are surrounding housing communities not
associated with campus housing and commercial residences. They oIIer amenities that are
unrealistic to be oIIered by a state Iunded institution such as visitation regulations, space
restrictions and price parameters. The current opposition we Iace is students who live oII-campus
and promote their living situations.








Group 2 Housing and Residence Life Lee, Hines, Yefimov, Woods, Anokam, Scott



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ey Publics

Following are the three key publics Ior this campaign:

O Students
O Parents
O In-residence staII

Students: Individuals living in campus housing

Parents: the legal guardians oI those individuals attending orth Carolina A&T State University
who pay Ior campus housing.

In-residence staII: The employed Resident Assistants, Graduate Hall Directors, and the Hall
Directors that interact daily with campus residents.

1he expectations oI the students are to receive comIortable housing that is accommodating to
their needs. 1he expectations oI the parents are that their children are receiving quality
educational housing with all allotted resources, including the Living and Learning Communities.
1he expectations oI the in-residence staII are that students will utilize the resources given and
will ask Ior help iI it is needed.


O ustomers include students living in the residence halls.
O Producers include all employees oI the DHRL.



Recommendations

Goals

The goal Ior the Department oI Housing and Residence LiIe is to increase the overall awareness
oI all oI the available services and resources provided by the Living and Learning Communities
within the residence halls within one academic school year.



Group 2 Housing and Residence Life Lee, Hines, Yefimov, Woods, Anokam, Scott



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Position
Supporting our students and ensuring their academic success are vital to our organization`s
attainment. We are determined to provide the most resourceIul amenities Ior scholars while away
Irom the classroom.

Objectives for Housing and Residence Life

Students. One objective is to have an increase in the awareness and understanding oI the
advantages and resources provided by the LLCs within one academic school year. Another
objective is to have an increase in the usage oI the resources provided by the LLCs within one
academic school year.
Parents: The objective is to increase their positive attitudes toward the beneIits oI the LLCs in
the residence halls within one academic school year.
n-residence staff: The objective is to increase the promotion and endorsement oI the LLCs in
their designated residence halls within one academic school year.

Strategies

Proactive Strategies

Students: Involve students in programs and events hosted by the DHRL while providing them
with current inIormation.

Parents: Keeping parents abreast oI resources provided by the LLCs.

In-residence staII: Promoting the LLCs and keeping students aware while getting them more
involved.
Group 2 Housing and Residence Life Lee, Hines, Yefimov, Woods, Anokam, Scott



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There are neither accusations nor criticisms made about the LLCs, so there is not a need Ior any
reactive PR strategies at this time.


eveloping te Message Strategy
In its current eIIorts to increase awareness oI the LLCs, the Department oI Housing and
Residence LiIe will use the Iollowing two spokespeople:

Linda D. nman, ecutive Director, Housing and Residence Life.
As the director oI our organization Ms. Inman`s voice is held at high regard. Our publics will
receive her message as valid and true. Her epertise within the organization is invaluable and her
dedication to the department complements her known passion Ior this situation.

ris Robinson, Student Government Association President.
Having been a student resident himselI, Mr. Robinson oIIers Iirst-hand eperience. Being able to
relate to the student body allows a sense oI understanding that will attract more active listeners.


Message Appeals

Housing and Residence LiIe will present both rational and emotional message appeals.

Rational Appeal
O A Iactual proposition based on advantages to students including the resources and
services provided by the Living and Learning Communities.
O A value proposition asserting that the services oI the Living and Learning Communities
are in the best interests oI students.
Group 2 Housing and Residence Life Lee, Hines, Yefimov, Woods, Anokam, Scott



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These messages will include statistics and visual elements such as photographs and Ilyers.
motional Appeal
DHRL will present appeals to positive emotions, particularly the virtues oI selI-improvement and
the realization oI personal gain Irom studies.


ey message for students
LLCs are beneIicial and they have more than tutoring available as a resource.

ey message for parents
One oI .C. A&T's Department oI Housing and Residence LiIe`s main goal is to ensure learning
is not solely in the classroom and help is available in all on-campus housing.

ey message for In-Residence Staff
Students` learning is our main priority, as a member oI the staII it is our responsibility to ensure
optimal endorsement keeping all residents updated at all times.

Verbal Communication:

Nonverbal Communication:
O One point oI view will be presented:
LLCs are beneIicial Ior students and
help bridge the gap between classroom
and dormitory.
O Conclusion- students should consider
the diIIerent LLCs
O Power words- education, beneIicial,
connection
O Avoid eaggeration
O Rely on Iacts and documents
O Fog Inde Level- 10th grade
O Department logo will be Ieatured
O LLC logos will be Ieatured
O Up-to-date, popular music will be
Ieatured
O School slogan will be Ieatured (Aggie
Pride)
O Use oI School Colors- Blue and Gold



Group 2 Housing and Residence Life Lee, Hines, Yefimov, Woods, Anokam, Scott



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%actics

ey Publics Awareness
Objectives
%actics Acceptance
Objectives
%actics Action
Objectives
%actics
*Students
who live in
on-campus
housing

*Parents

*In-
residence
staII
To have an
increase in the
awareness and
understanding
oI the
advantages
and resources
provided by
the Living and
Learning
Communities
within one
academic
school year.
*Social media

*Flyers

*mail
messages

*Feature
releases and
stories

*ewspaper ads

*Website

To increase
their
positive
attitudes
toward the
beneIits oI
the LLCs
within one
academic
school year
*-newsletters

*Website
To have an
increase in
the usage oI
the
resources
provided by
the living
and learning
communitie
s within one
academic
school year

*Special
events

*Promotional
items


%op 4 %actics


@fnn
newspaper
AdverLlslng
Speclal LvenLs
llyers
Soclal Medla
Group 2 Housing and Residence Life Lee, Hines, Yefimov, Woods, Anokam, Scott



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Schedule























%actic Sept. Oct. Nov. ec. 1an. Feb. Mar.
Flyers distributed to dorms
Special events
-newsletters
Feature releases and stories
ewspaper Ads
Promotional items
Social media
Website
Group 2 Housing and Residence Life Lee, Hines, Yefimov, Woods, Anokam, Scott



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udget: $8000
Money Spent: $7299

The Iollowing is the budget Ior the proposed tactics. These tactics can be modiIied and even
eliminated to adhere to the Department oI Housing and Residence LiIe`s budgetary guidelines.


Fixed udget for Social Media Site
Twitter Sign Up . . . . . . . . . . . . . . . . . . . . . $25
Hourly Rate: $25
Facebook Sign Up.........Free
# Hours: 2
Total $25

Fixed udget for Flyers x 200
Administrative Costs . . . . . . . . . . . . . . . . . . . . $125
Production Costs
Paper . . . . . . . . . . . . . . . . . . . . . $400
Color . . . . . . . . . . . . . . . . . . . . $125
# Hours: 5
Total $650

Fixed udget for Advertisement (Per Issue)
A&T Register Ad (Full Page) . . . . . . . . . . . . . . $504
Color . . . . . . . . . . . . . . . . . . . . $150
# Hours: 3
Total $654 6 3924


Fixed udget for Special Events
Stallings Ballroom Rental . . . . . . . . . . . . . . . . . . $800
Catering . . . . . . . . . . . . . . . . . . . . $1000
Decorations......... $400
Miscellaneous Costs.....$500

Total $2700









Group 2 Housing and Residence Life Lee, Hines, Yefimov, Woods, Anokam, Scott



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Evaluation Plan

The Department oI Housing and Residence LiIe will evaluate the communications campaign
plan according to the Iollowing plans:


ey Publics Awareness
Objectives
Measurement
of Awareness
Objectives
Acceptance
Objectives
Measurement
of Acceptance
Objectives
Action
Objectives
Measurement
of Action
Objectives
Students
who live in
on-campus
housing
To have an
increase in the
awareness and
understanding
oI the
advantages
and resources
provided by
the Living and
Learning
Communities
within one
academic
school year.
DHRL will
measure
awareness
objectives by
conducting
beIore-and-aIter
studies.
one

one To have an
increase in
the usage oI
the resources
provided by
the living and
learning
communities
within one
academic
school year.

DHRL will
measure
action
objectives by
conducting a
judgmental
assessment.




Publics Awareness
Objectives
Measurement
of Awareness
Objectives
Acceptance
Objectives
Measurement
of Acceptance
Objectives
Action
Objectives
Measurement
of Action
Objectives
Parents one

one To increase
their
positive
attitudes
toward the
beneIits oI
the LLCs
within one
academic
school year
DHRL will
measure
acceptance
objectives by
obtaining
Ieedback Irom
parents in the
Iorm oI the
number oI
requests Ior
additional
inIormation
one

one


Group 2 Housing and Residence Life Lee, Hines, Yefimov, Woods, Anokam, Scott



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Publics Awareness
Objectives
Measurement
of Awareness
Objectives
Acceptance
Objectives
Measurement
of
Acceptance
Objectives
Action
Objectives
Measurement
of Action
Objectives
In-residence
staII
one

one one one To increase
the promotion
and
endorsement
oI the LLCs
in their
designated
residence
halls within
one academic
school year.
DHRL will
measure
action
objectives by
obtaining
inIormation
on attendance
Iigures to
special events
hosted by in-
residence
staII.

Group 2 Housing and Residence Life Lee, Hines, Yefimov, Woods, Anokam, Scott



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Survey Results for Living and
Learning Communities

Have you ever eard of te Living and Learning Communities located in all campus dorms?
umber oI participants that answered ~Yes umber oI participants that answered ~No
32 68
If so, ave you utilized tese resources? (Asked to te participants tat answered ~Yes)
31 1
umber oI participants who did not know about the resources (Participants that answered 'o)
68
%O%AL PAR%ICIPAN%S 100