Transcript Presentation for Professional Masters

Purdue University Professional Masters in
Strategic Communication
Atlas Agency
Primary Research
• Interest
– 87% have considered further Education
– 50% are unsure about Masters in Strategic Comm.
• Demographics
–
–
–
–
Female to Male - 3:1
Income is at 75,000-125,000 yearly
Job market varied; primarily in PR positions
Age
• 48% - 28-35
• 49% - 36-45
• 3% - 46+
36-40
41-45
28-35
Primary Research
• Informational Sources
– 100% use the Internet
– Local Newspaper and Television
• Social Media
– 90% Facebook
– 76% LinkedIn
– 10% YouTube
Key Publics
• Overview
– Purdue Alumni Ages 28-35 making around
$75,000
• Media
– Internet is how to reach majority
– Facebook
– LinkedIn
– Local Newspaper and Television
– Print and Video advertisements
Class Preferences
• Time
– Flexible length preferred
– Many want it in a year
• Style
– Hybrid is preferred with 60%
– Online is the other option at 40%
• Consideration
– Many are unsure what this program is or whether they
want to grow academically
– Clarity of program might help get definitive answer
Plans, Goals, and Objectives
• Introduction:
– The plan of this Integrated Communication
Marketing plan is to use all of our available
communication strategies to successfully
market the launch of the new Professional
Masters in Strategic Communication for
Purdue University.
– Two Phase Implementation
Statement of Objectives
• Phase 1: “What is the program about?”
– Objectives
• Phase 2: “What’s in it for me?”
– Objectives
Guiding Theories
• Theoretical Application
– Public Information Model
– 2-way Asymmetrical Model
– Expectancy Value Theory
• Additional Principles
– Source Credibility
– Facts and Figures
– Simple Solutions
Messages
• Campaign Theme – “Investment”
– Key Message
• Gain a wealth of knowledge
• Invest in YOU!
• Type of Appeals
– Rational
• Factual and Value Propositions
• Emotional Appeal
Fundamental Tactics
•Kick-Off Fundraiser
•Virtual Career Fair Booth
•Direct Mail
Piece/Postcards
•E-flyer
•Bus Inserts/Outdoor Nontraditional Media
•TV Commercial
•Radio Commercial
•Website
•Preview Event On Site
Op-Ed
News Release
Logo
Social Media
Career Fair Booth
*All images borrowed
from istock photo for
this presentation.
Billboard
Business Cards
Print Advertisement
Brochures
Timetable
• Campaign Length
– 10 months
• Campaign Methods
– Fundraiser
– Online
– Traditional/Visual Communication
– Career Fairs
– Special Events
Budget
• Budget
– Promotional Items
– Traditional/Visual Communication
– Career Fair/Special Event
Total Campaign Cost: $4,920
Additional Suggestions,
Resources, and Staffing
• Additional Suggestions
– Kick Off Event
– Additional Traditional/Visual
Communication
• Resources
• Staffing
– Social Media
Campaign Summary
• Interest in Program Among
Target Public (28-45)
• Use of Various Tactics
– Focus on ROI
Make Your Investment Today!