TABLE OF CONTENTS 2
Studio One marketing team biographies
7
Executive Summary | Theme, Team Dynamic & Focus
8
Product review | program -Telecast market review
10
Product review | internship -Alumni
11
Target audience | UND community & Grand Forks community
12
Secondary audience
13
SWOT analysis Internship -Strengths
-Weaknesses -Opportunities -Threats
17
Program
20
Goals and strategies - Recruitment goals
-Strengths -Weaknesses -Opportunities -Threats
-Social Media goals -Internal goals
24
Action plan calendar
28
Budget
26
Evaluation
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STUDIO ONE MARKETING TEAM BIOGRAPHIES
ELISHKA ALBERTO
LIZZ DENNING
Elishka Alberto is originally from Fargo, ND and graduated from West Fargo High School in May 2013. She is a sophomore at the University of North Dakota. Alberto is currently majoring in marketing and minoring in international business and Spanish. This will be her first semester as a member of the marketing team with Studio One.
Lizz Denning is in her third year at the University of North Dakota, majoring in marketing. This is her fourth semester with Studio One. At Studio One, Denning’s responsibilities include providing leadership to the marketing team, helping lead team meetings, attending to guests that are interviewed live on the show, and writing news releases.
Elishka is also the current President of Emerging Leaders, a student organization on campus. In her free time, she enjoys traveling, playing piano, and dancing.
Denning has a wide variety of experience that she brings to the marketing team. She has been involved in DECA for six years, attended the International Career Development Conference the past two years, and currently serves as North Dakota Collegiate DECA Vice President. She also works as a Resident Assistant in Noren Hall.
Digital Communications Team | Internal newsletter Green Room attendant | News release writer | Twitter |Student Marketing Director
In her free time she enjoys watching Food Network, going to hockey games, and getting coffee with friends.
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DREW GRINDE
MATT GROUNDS
Andrew Grinde is a member of the Studio One Marketing staff. He is a senior at the University of North Dakota, majoring in marketing with a minor in communication. Andrew will be working with script/html to update website content and the internal newsletter. He is excited to be a part of Studio One’s marketing staff for the second semester.
This is Matt’s second semester in Studio One on the marketing team. His responsibilities include working on the Digital Communications Team and writing for the Studio One E-newsletter. He is a communications major and this is his fifth year at the University of North Dakota. His first three years he was heavily involved in Greek life where he served as Risk Manager, Alumni Relations, and President. Previously, Matt helped with promotions for Leighton Broadcasting. Also, he worked for the UND landscaping department for three years. In 2013 he was promoted to supervisor and this last summer he worked for Opp Construction building brick patios all over the state of North Dakota.
Digital Communications Team | Internal newsletter Digital Communications Team | E-news writer
Andrew graduated from Minnetonka High School in 2009 and the University of North Dakota was his first choice for college education. He originally intended to be a communications major, but switched to marketing his junior year. Andrew’s interest in Studio One began while taking a television studio production course at UND. He has always enjoyed news broadcasts and was eager to become a part of the project. After graduation, Andrew hopes to work for an advertising agency specializing in graphic design and web content.
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In his spare time he likes to participate in recreational sports with his friends like softball, football, and hockey. He also spends a lot of his free time fishing for catfish on the Red River here in Grand Forks.
MASON MONGEON
ABBIE GRUSS
Tour guide | Audience development | Instagram This is Abbie’s first semester in Studio One on the marketing team. Her responsibilities include managing the Studio One Instagram page, giving studio tours, and inviting members of the community to fill the audience each week. She is a junior studying marketing and management with a minor in graphic design. She is an active member in her sorority, Alpha Phi, and loves to volunteer at the local Humane Society in Grand Forks.
Digital Communications Team | Internal newsletter | Facebook Mason Mongeon is from a small town close to the Canadian border called Rolette, North Dakota. Mason graduated from Rolette High school in May of 2011. He is currently starting his senior year at the University of North Dakota and is majoring in communications with a minor in graphic design. This is Mason’s first semester as a member of the Studio One marketing team. When Mason is not in class or interning at Studio One, you can find him working at Wild Bills Sports Saloon. He has been a server there for just over a year now and has started bartending over the summer. He also works at the Grand Forks Country Club part time.
Abbie is an outdoorsman, who likes to travel and spend time with family and friends.
During Mason’s free time you will find him surrounded by his friends in Grand Forks and going to various activities such as sporting events, movies, or doing anything outside as long as there isn’t snow on the ground.
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TORI PAPPENFUS
PETER MONSRUD
Tour guide | Audience development
Green Room attendant | E-news writer | Pinterest
Peter Monsrud is a new member of the Studio One Marketing team. He is in his third year at the University of North Dakota majoring in marketing with a minor in communication. Peter’s responsibilities include giving tours of the studio and recruiting audience members for show day.
Tori Pappenfus is in her third year at The University of North Dakota. She is pursuing a degree in communication with an emphasis in advertising, as well as a degree in marketing. This is Tori’s first semester at Studio One, and she will be a green room attendant, writing the e-newsletters, and managing Studio One’s Pinterest page.
Peter graduated from Maple Grove High School in 2012 where he participated in varsity baseball, band, and musical. The University of North Dakota has always been his favorite school ever since he was young and was his first choice in education. Peter brings a positive attitude and a broad perspective of people to Studio One. He has seen how successful Studio One is, and is eager to contribute. Upon graduation, Peter plans on pursuing a career in marketing.
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After graduation, Tori plans to continue with marketing in an advertising agency or a department of marketing for a non-profit company. During her free time she enjoys being with family and friends, staying active with outdoor activities, and attending sporting events around campus.
MARISA SORENSEN
Tour guide | Audience development | LinkedIn This is Marisa's second semester at Studio One. Previously, she worked on the news team as a video journalist. This is her second year at UND and she plans on graduating in May 2017 with a degree in communications and a minor in sign language. Marisa likes to be involved on campus. She has two jobs at the Wellness Center as a digital journalist for the marketing offices and as a Guest Experience Associate. She is involved in her sorority, Alpha Chi Omega and loves to spend time with her sisters as well as other Greek members. In her free time, Marisa enjoys hanging out with friends, volunteering, and watching the TV show "How I Met Your Mother".
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EXECUTIVE SUMMARY THEME
Studio One is beginning its 54th season and the marketing team thought of three words to guide our direction this semester: exciting, celebration, and established. These words will be our motivation when designing advertisements and how we represent the program on campus. We will emphasize these words when talking about our 500th show when we are doing the various marketing events. We want to emphasize the benefits the program has to offer, and highlight milestones as we talk to others about Studio One this semester.
TEAM DYNAMIC
Studio One’s Season 54 is a well-balanced marketing team consisting of nine interns. Three are returning to the marketing team, one intern is a returning video journalist and five are new interns to the program. There is a balanced combination of communication and marketing majors. This is important for the quality of material produced by the team. Different strengths and perspectives allow for improved output. There are five females and four males on the team this semester, which adds to the balance of the team. Outside of Studio One the team is involved in a number of areas on campus. This includes DECA, the Greek community, Alpha Kappa Psi, Emerging Leaders and Residence Life. This strength of our team brings a broad range of experiences and ideas to our meetings. Preparing this marketing plan is the best example of the capability of the team this semester. The brainstorming sessions are creative, practical and on task. The team respects each other’s opinions and feed off one another’s ideas. It is exciting to see the teamwork applied so early in the semester.
FOCUS
During the 54th Season of Studio One the marketing team will be focused on personal stories. For advertisements, we will have posters featuring current interns. We will share our personal experiences at Studio One in classroom presentations and booths. Our new promotional video will feature more recent interns talking about Studio One. We believe that TV is people and Studio One is people, so we will be focusing on that this semester.
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PRODUCT REVIEW: PROGRAM Studio One is a live television production put together by student interns with the help of trained staff at the University of North Dakota. The show is a half hour long weekly news program. It features stories on news, weather, sports, soft features, and an in-house guest segment. Studio One plays across North Dakota and other parts of the United States and in southern Manitoba, and can also be viewed worldwide when each weekly show is posted online. The show has received 663 regional and national awards since its beginning in 1987.
TELECAST MARKET
Studio One is telecast live at 5 p.m. on Thursdays during the fall and spring semesters on Grand Forks Cable Channel 3. It is repeated several times during the week in Grand Forks and select communities in North Dakota, eastern Minnesota, Colorado and southern Manitoba. More than 4 million television households have access to Studio One.
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TELECAST MARKET MAP
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PRODUCT REVIEW: INTERNSHIP Studio One offers students an opportunity to gain hands-on experience in a professional environment. While the program itself is focused on television production and broadcasting, students can also gain experience in a variety of other fields including marketing, communications, graphic design and more. Interns are encouraged to develop their potential, motivate others, and to strive for integrity, professionalism, and quality in everything they do. While Studio One is an unpaid internship, students are able to participate in the program for college credits within their field of study at UND. Other interns choose to volunteer for the programs as well. The internship does offer scholarships to students who apply. There are four teams at Studio One, each with its own unique set of challenges and opportunities. With marketing, news, weather, and production/graphics, each team is essential in producing the quality news program that Studio One is known for. The weekly shows require a lot of hard work and communication among the interns. This gives them real-world experience and teaches skills such as time management and cooperation. In an internal survey, most interns agreed that the best thing that a student can take away from Studio One is the hands-on experience that classrooms simply cannot provide. Interns feel that the skills acquired from Studio One help to prepare them for their career goals.
ALUMNI
Studio One prides itself on its expansive alumni community. With over 800 alumni across the country, Studio One makes keeping in touch a priority. Studio One is currently using LinkedIn for the first time as a means to better connect with alumni. This will enable Studio One to create and manage a group that is unique to its alumni. The Studio One alumni community also presents interns with an opportunity to network in a variety of fields. The 2014 Midwest Journalism Conference in Bloomington, MN allowed interns to meet UND and Studio One alumni, and tour major employers in the Twin Cities area. Studio One interns are preparing for a variety of jobs, not just television. With such a large alumni community, interns have the ability to connect and network with alumni in many different fields. Also, on October 9, 2014, Studio One will celebrate its 500th show. Since it falls on UND Homecoming week, many events are planned to reconnect with alumni. This is another opportunity for current students to network, as well as keep close ties with Studio One alum in the region.
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TARGET AUDIENCE There are two primary targets within Grand Forks that we aim to reach: 1. The UND community, which is made up of students that can be recruited to join our internship program and come to a live show. 2. The Grand Forks community, which is made of various age groups. We want to promote viewing our show as well as being a part of our live audience.
TARGET AUDIENCE | UND COMMUNITY Our target audience in the UND community consist mainly of freshmen and sophomores who are majoring in communication, atmospheric sciences, marketing, or graphics. This audience could be interested in becoming active with organizations on campus that corresponds with their major. In addition to these students applying to be interns at Studio One, we also hope they will be potential audience members at our upcoming shows. By learning about the internship Studio One has to offer, they may come to a show and experience a live production themselves.
TARGET AUDIENCE | GRAND FORKS COMMUNITY Our target audience in the Grand Forks community consists largely of college and high school students. This audience could be regular viewers of Studio One on television, or those who want to see how a live production is done. In addition to filling our audience, students in the Grand Forks community are important because they could potentially become interns. If they see the behind the scenes action of putting a Studio One show together, they might become more interested in UND and Studio One. Before the live production begins, tour guides hand out surveys to the guests, which they collect at the end of the show. We have learned through previous semesters and our internal survey that the main reason our audience members attended the show was through word-of-mouth from family and friends, usually those of Studio One interns. This knowledge will help us by making sure we encourage interns to keep spreading the word to people they know, specifically to those who may be interested in a future internship with Studio One.
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SECONDARY AUDIENCE The secondary audience is an audience that may have influence upon other audiences. Our secondary audience may watch our show, come to a live production or apply for a future internship with Studio One. We have noticed this growing audience, but don’t always stay in consistent contact with them. We try to keep them informed on upcoming show content, intern and alumni accomplishments, as well as upcoming events. Another part of our secondary audience is the interns participating in the program. The interns tell their family and friends back home about the show, which creates added interest in the program. With the help of hometown news releases, Studio One is able to reach out to those potential markets and help them get more involved. The reason for the interest in the growing demographics is because of the content of our news broadcast. Our stories have national appeal and professionalism that is relatable to any age group and demographic area. Below are the cities locally and nationally that make up our expanding secondary audience.
Out-Of-State Markets
North Dakota Markets − − − − − − −
− − − − − − − −
Bismarck-Mandan Dickinson Fargo Jamestown Minot Oakes Ray
The map shows our target and secondary audience:
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Colorado Springs, CO Denver, CO Herndon, VA Minneapolis, MN St. Paul, MN Washington, MI White Bear Lake, MN Whitehall, WI
SWOT ANALYSIS The marketing team worked in groups to develop a cohesive SWOT analysis. Looking at the positive and negative aspects of the program helped the team develop goals and strategies for the season. The marketing team looked at external and internal survey information to help define points in the analysis.
INTERNSHIP Strengths
A strength is an internal factor that benefits the internship/program. • • • • • • • • • • •
Hands-on experience − Interns learn more in Studio One than simply sitting in a lecture. Studio One is more applicable, and often compliments lecture very well. Teamwork − Each team—Graphics, Marketing, News, Production, and Weather—is comprised of skilled members that work together to accomplish goals. Alumni network − Studio One provides interns with endless networking opportunities through its extensive alumni base. Professionalism − Interns are immersed in a professional work environment where they can gain firsthand experience. Networking − Studio One provides interns with endless networking opportunities through its extensive alumni base. Experienced staff − The Studio One staff consists of professional and experienced individuals who are always willing to assist students, judgment-free. High tech equipment − The equipment at Studio One enables interns to familiarize themselves with the equipment that the professionals use. Reputation − Studio One is very well known as a competitive, professional organization, and is desirable to any student who is considering pursuing a career in media. Environment − Studio One is housed in a very modern building, with high-tech equipment and 24hour studio availability. Established − This season, Studio One will be celebrating its 500th episode. Course credit − The option to participate in Studio One for course credit makes it even more desirable to interns.
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• • • • • •
Competitive (exclusive) − Limited internship availability ensures that all interns will be highly skilled and motivated individuals. Scholarship − Studio One offers a scholarship to help pay for university tuition. Diversity amongst majors − Although there are mainly three majors that intern at Studio One, there is a good distribution between those majors. Time commitment − Studio One has a school first mentality that understands and respects interns’ obligations to school, jobs, and personal matters. Great extra-curricular activity − Studio One has so much more to offer students than your average extra-curricular. Constructive use of time for professional field − For any student planning on or interested in pursuing a career in the media field, Studio One is a great way to get ahead of the game.
Weaknesses
Weaknesses in a SWOT analysis are qualities that prevent organizations from accomplishing their full potential, goals or objectives. To be a weakness the quality can be controlled by the organization. • • • • • •
• •
Unpaid − Studio One does not offer interns any stipends, so some individuals may need a parttime job on top of the internship and school. Difficult to obtain a leadership position − Many interns will not have the opportunity to participate in a student leadership role. Time commitment − Despite Studio One’s flexibility, there are still some time conflicts that arise. Feels independent from UND − Many students admit being unsure whether Studio One is a part of, or independent from UND Segregated teams − Some returning students admit they felt as though they did not get many chances to meet with students on other teams. Students outside Communication/Marketing/Atmospheric Sciences may not be aware of Studio One − Because our classroom presentations, booths, and other promotional efforts are directed at communication, marketing, atmospheric sciences, etc., some students may not even be aware of Studio One. Intimidating − Because of the professional, exclusive reputation of Studio One, some younger students may put off applying until later in their college careers. Impersonal rejection (letter in the mail) − The impersonal nature of the letter sent to applicants that are “rejected” may discourage students from applying again. -14-
Opportunities An opportunity is defined as an external element that an organization does not have control over but can have a positive impact on the program. •
• • • • •
• • •
•
Faculty support − Professors are willing to promote Studio One by letting us give presentations in their classrooms and by mentioning current updates such as application deadlines and show times to their students. Midwest Journalism Conference − Studio One members are able to network and bond with fellow members and tour a variety of businesses in the Twin Cities. Academic credit − Students highly appreciate being able to combine their time at Studio One with their academics. Time − Studio One is a huge commitment and a top priority among members. However it does not often involve weekends and is very doable and flexible. Revamped Communication program − With the advancement in this program students might be more aware of Studio One because there is less classrooms for us to advertise to new possible recruiters. Dakota Student − Dakota Student involves students with similar interest. They could encompass positive networking environments and students who could potentially join Studio One. Other campus internships − The multiple organizations within UND create more networking and advertisement opportunities to promote Studio One. 500th show − The 500th show demonstrates that we are established and recognized within the Grand Forks community. Kaylee Nesdahl − Kaylee Nesdahl is a media professional skilled in the art of writing and television production. She has an ever-growing experience in broadcast journalism, live news production, and promotional video development. Atmospheric Sciences Department − Studio One is proud to have educated, specialized individuals who distribute a proper weather related information.
Threats
A threat is defined as an external issue that an organization does not have control over. •
Location − Even though it is typically easily accessible and close to campus, being off-campus may create difficult transportation methods for potential audience members. -15-
• • •
•
Other paid internships − Students might want to dedicate their time to an internship that would pay them. However we provide some scholarships. Tuesday/Thursday classes − Although Tuesday and Thursday meetings are flexible it can create conflicts with students who have class or other commitments at this time. Weather − Grand Forks environment involves continuous weather changes and extreme temperatures that may make it difficult to motivate guests to come to shows in the winter. Professors − Although some professors allow Studio One to present in their classrooms, some are uniformed and introduce Studio One incorrectly or not at all.
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PROGRAM Strengths •
30 minutes − The short and concise show allows the viewer to keep interest rather than changing the channel.
•
All student anchors − Students produce Studio One and fill all the on and off-air positions (with the help of staff.) This is a unique opportunity that not all broadcast students receive.
•
Will Biernat − Our very own anchor Will Biernat is a social media celebrity. This means we have someone well known in the U.S. providing us a popular attraction with viewers every week.
•
National appeal − Every Thursday we broadcast into 13 different states and 27 different cities. Our national appeal gives video journalists a deeper understanding of covering issues.
•
Guest appearances − Guest appearances are important because they are usually a well known figure or provide some sort of interesting characteristic that is news worthy to our viewers at home.
•
Audience experience − The tour of Studio One provides the guests with a knowledgeable experience as well as a friendly atmosphere as they learn the ins and outs of what goes into a show day from multiple different positions. They also have a chance to win various prizes and get to be on TV when the camera operator performs a “bump”.
Weaknesses •
Inconsistent show plays − We take breaks during Christmas as well as Summer.
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•
Not connected with student viewers − The show does not strictly correlate with the happenings of the University. Many student viewers may not be interested in the content because it doesn’t pertain to them. At booths, a lot of people don’t even know UND has a tv show.
•
Budget − Our funds are limited every semester so it holds us back from doing other ideas that would cost too much.
•
Time for show − The time of the show is at 5 and some of our viewers in the work force may get off around 5:30 and could miss the entire show.
•
Not in HD yet − This summer we had two major upgrades. However, we are still one step away from fully telecasting in HD
•
Website − The website for Studio One is not entirely IPad friendly. − Not updated very often, but the Digital Communication Team will be working on that.
Opportunities •
•
•
•
TV Guide (app) − Using this application would give residents and people throughout the community the ability to see when the program airs, as well as giving the specific channels for finding the show. Hilton tour brochures − Providing brochures for guests would increase the awareness of our program. It would allow visitors the opportunity to view the show while staying at the hotel, and inform the guests about taking studio tours. Campus televisions − Utilizing the television screens to play our program at five o’clock in the dining centers and the Memorial Union raises student awareness of our show on campus. It also brings us back to creating a connection with UND and the student body. 500th show milestone − Partner with UND to place a picture on the carousal with a story on the UND homepage. This opportunity conveys our theme of exciting, celebration, and established to the campus faculty, student body, and future students when viewing the homepage. The 500th show can also be used as a
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•
• • • •
selling point to attract a larger audience for the show, and connect our program to the university community. Studio One website − By remodeling the website and adding new features such as a photo gallery, intern bios, and an alumni section, users will find the information they need more efficiently. UND Staff Chat − Use Listserv as an opportunity to promote our program’s show dates to the university’s staff and faculty members. Underwriters − Invite our underwriters to the show to maintain a relationship, and increase audience presence on show day. Individual stories − Because most people don’t watch a full news program all at once, posting individual stories online allows viewers to watch the news at their own pace. Other campus organizations − Present information about Studio One to other organizations and clubs that the Studio One interns are involved with to increase awareness of the program and audience presence on show day.
Threats • • • •
Parking − There is a limited amount of parking space for guests when coming to see the show. Location − The location of Studio One is on the outskirts of campus tucked in the back corner. This can hinder the ability for guests to locate the station. Weather − The snow, cold, and/or ice could inhibit audience members from traveling to attend a live show. Competing news stations − The time of our specific program is on when other well-known shows are airing. This can take away from our viewing base because residents may be more inclined to watch the city programs.
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GOALS AND STRATEGIES The marketing team developed goals for the fall 2014 semester. Goals are quantifiable objectives that can be evaluated at the end of the semester. Strategies are ways the marketing team will work to complete the goal.
RECRUITMENT GOALS
55 applicants: 20 internal, 35 external Classroom presentations • 40 Classroom presentations • Broad range of 100 to 300 level classes • Classes with professors that support Studio One • Highlight the strengths and opportunities of the program and emphasize the half-hour show • More students doing presentations with a staff member Booths • 5 booths- 2 Wellness Center, 2 Squires, and 1 O’Kelly • Wellness Center booth will include water bottles • O’ Kelly booth will include hot cocoa • Squires booth will include prizes • Booths are strategically placed to reach our target audience at the busiest times • Booths will include the prize wheel to encourage interaction Promotional Items • Promotional items are given away at booths and internal and external competitions. • Chip Clips • Prizes from businesses • A few special items (water bottles, coffee tumblers, etc.) Advertisements • The following will be used as ways to attract new interns and audience members. • Table Tents o Squires o Terrace o Wilkerson • Coffee Sleeves o Stomping Grounds • Mailbox Flyers o Halloween candy Residence Halls and University Place
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Events • The following event is meant to spread awareness about the internship opportunities through interaction with the students o Homecoming Parade Ride tandem bikes Pass out candy Theme: Exciting, Celebration, and Established (Vintage) Radio Promotion: • XL 93 o October 22 o October 29 o November 12 Posters • Posters will be placed in buildings around campus to promote internship awareness of Studio One • 50 posters on campus o 2 waves of 25 List Serv Announcements • A list serve announcement will be sent to the following departments to increase the students’ awareness of the internships available o Marketing o Communication o Meteorology Nomination Forms • Interns will nominate students that will be good for the internships • 5 internal points for nomination forms T-Shirt Days • October 7 and 29
SOCIAL MEDIA GOALS Facebook • The marketing team will post stories and try and reach out to more students. o Currently - 1,068 followers o Goal - 1,200 followers
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Twitter • The marketing team will tweet stories and tag appropriate twitter accounts keeping followers up to date as to what Studio One is doing. o Currently – 447 followers o Goal – 550 followers Vimeo • This semester Studio One will be posting videos to Vimeo instead of YouTube. o Currently - 81 o Goal – 2,000 Blogger • Our goal this semester is to produce 8 informational/instructional stories throughout the semester and to meet deadlines for published stories. o Goal: 150 hits per story Instagram • Studio One will utilize Instagram as another form of social media to raise awareness of semester happenings. o Currently – 80 followers o Goal – 150 followers Pinterest • This semester’s goal is to create 20 pins ourselves coming from our website, blogs, Enews stories and Vimeo videos. o Currently- 23 followers o 112 pins o Goal: Create 20 pins ourselves...50 followers, 200 pins from Studio One LinkedIn • Studio One will use LinkedIn to connect with Studio One alumni. o Currently – 102 connections o Goal – 200 connections
ANALYTICS
This semester Studio One will be keeping track of the analytics between our various social media outlets to keep track of various things such as engagement on posts, videos and pictures. Facebook Analytics • Goal: Reach 500 per post • Goal: Link/Video Engagement: 50
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•
Pictures o Goal: Likes 30 per post o Engagement: 200
Twitter Analytics • Goal: 100 impressions per tweet Blogger Analytics • Goal: 150 views per post • Goal: 8 total blog posts this semester Pinterest Analytics • Goal: 100 impressions per post • Goal: 10 repins • Goal: 20 clicks/engage per post
INTERNAL GOALS
Audience development goals 12 audience members per show -internal competition -extra credit opportunities Community service goals • Salvation Army Bell Ringing Internal newsletters • Once a week • The internal newsletter is meant to encourage communication between interns • It will be a more visual newsletter that will include upcoming events, Vimeo analytics, etc. E-news letters • Eight e-news letters sent to both internal and to all alumni • Two per month (September, October, November, December) • 150 hits per article Guest speakers - We hope to bring in the marketing coordinators for the Ralph Engelstead Arena or the Alerus Center. Field trip for the marketing team - Ralph Engelstad Arena, Target, AE2S, or JLG Architects
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30 Squires booth 6-8pm Poster drop
29
CoямАee Sleeves
Marketing Plan Presentatio
28
23
16
9
2
TUESDAY
22
15
14
MONDAY
21
8
1
7
SUNDAY
24
17
10
3
WEDNESDAY
Dress Rehearsal
25
18
11
4
THURSDAY
September 2014
26
19
12
5
FRIDAY
27
20
13
6
SATURDAY
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20
19
26
13
12
MONDAY
Squires booth 6-8pm
Coffee sleeves
27
Wellness Center booth 3-6pm
fd
Table Tents
6
5
SUNDAY
28
Applicationsdue Live show T-shirt day
30
XL93 – radio night
29
Live show Mailbox stuffercandy
23
XL93 – radio night
Live show
16
9
First live show
2
THURSDAY
22
O’kelly booth 8:30-11:30am
Poster drop
21
15
Wellness Center booth 3-6pm
8
1
WEDNESDAY
14
T-shirt day
7
TUESDAY
October 2014
31
24
17
10
3
FRIDAY
25
18
Studio One alumni dinner
d
UND Homecoming Parade
11
4
SATURDAY
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24
23
30
17
10
9
16
3
2
SUNDAY
MONDAY
25
Marketing team guest speaker
18
NO SCHOOL
11
4
TUESDAY
26
19
XL93 – radio night
12
5
WEDNESDAY
Thanksgiving break
28
Salvation Arm Bell Ringing
Live show
27
21
14
7
FRIDAY
20
Live show
13
Live show
6
THURSDAY
November 2014
29
22
15
8
1
SATURDAY
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8
15
22
29
14
21
28
1
7
SUNDAY
MONDAY
30
23
16
9
Marketing Team business tour
2
TUESDAY
31
24
17
10
3
WEDNESDAY
25
18
Last live show End of Season party potluck
11
Live show Group Photos Internal Competitio Party
4
THURSDAY
December 2014
26
19
12
5
FRIDAY
27
20
13
6
SATURDAY
BUDGET The grid below explains how the marketing team plans to spend funds during the Fall 2014 semester.
MARKETING TEAM BUDGET:
Starting Budget: $3,455 Item Description
Cost
Booth Food
$75
Homecoming Parade
$100
Duplicating (printing, table tents, handouts, flyers)
$300
Water bottles for handout
$50
Photographer (end of season photos)
$50
Food/Supplies (Pizza for internal competition)
$50
Dakota Student ads
$63
Coffee mugs
$650
Water bottles
$707
Chip clips
$815
Pens
$563
Total
$3,423
Total remaining: $32
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EVALUATION Evaluation is a chance for the marketing team to assess how the strategies used lead to the goals set for the semester. Using surveys and analytics from the various social media sites we can gather information that will help us better understand how well our strategies for the semester worked.
INTERNAL SURVEY
The marketing team put together an informal 6 question survey to the interns at Studio One. We felt this would help us understand what the other interns think about our marketing efforts. There was thoughtful and honest feedback from the interns that helped form new ideas, and also reinforce some ideas we had already thought of. The question we were most interested in was; how could we better market our Studio One? This was an opportunity for the interns to voice their opinion, and for the marketing team to see if our thoughts aligned with the program. This semester we are continuing our social media push. Emphasis on all social media accounts will help use have a continuous online presence. A few interns answered with this thought also. We also want to increase our amount of posters on campus; a survey response mentioned this as well commenting on how many students read the bulletin boards in the academic buildings. Others suggested offering more incentives to attend a live show, such as extra credit for a class or more prizes/promotional items to a random audience member each show. Other questions we asked were about the strengths and weaknesses of Studio One and how interns heard about Studio One. The question “What made them apply/reapply,” was asked so we could get to know the intern’s personal story of what drew them to Studio One and we can use this in our promotion of the internship. Another question we asked was “If they attended a show and what they thought of the tour.” The results of this question were interesting, not everyone attended a show before they applied. This could be something we encourage applicants to do when they apply.
AUDIENCE DEVELOPMENT
To get more college students to the live show, we came up with an idea to make requesting a seat even easier with the use of social media. The “Tweet Your Seat” campaign for Twitter allows our followers to tweet at us which show they would like to attend. By doing this, we can expand our social media presence to our audience member’s followers. We hope that this will also make coming to a show seem less intimidating and more casual.
ANALYTICS
Web analytics is an opportunity for the marketing team to better understand our target and secondary audiences. The use of the web analytics allows us to track page views, likes, follows and locations for these as well. Since we have an emphasis on social media it will be essential to be able to track our progress towards our goal. This will help us evaluate why we did or did not reach our goals. We will be tracking Facebook, Twitter, Blogger, Pinterest, and Vimeo with analytic tools. For the other social mediums there are websites that will help us keep track of the information as the semester progresses. We will also be using bit.ly.
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