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Bethune-Cookman Univeristy Alonzo L. Linnen Professor Rogalle Effective Copywriting October 25,2013

Bethune-Cookman University: Transformation in the Light of Legacy Alonzo L. Linnen October 25, 2013

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Bethune-Cookman University an Historically Black College & University, located in Daytona Beach, Florida. The mission statement: “Enter To Learn, Depart To Serve” is a statement that resonates worldwide because our graduates have traveled extensively throughout the world as they pursue their careers. Bethune is a university that is focused on academics and filled with pride. The alumni association is very active and assists with the current student body and administration in advancing the university towards the future by keeping the dream of its founder, Dr. Mary McLeod Bethune, alive. The founder believed “Recognizing that we are the heirs of a great African civilization our students will become leaders in the effort to restore and preserve our heritage of transformative and transcendent culture” (www.bethunecookman.edu). Dr. Bethune began her journey in the creation of Bethune Cookman University with only one dollar and fifty cents ($1.50) in 1904 with four little girls and faith. Presently, Dr. Bethune’s home is a historical landmark in the United States. Her home is located on the campus of Bethune-Cookman University in Daytona Beach, Florida. Her final resting place is located behind the home in which she lived as well.


Bethune-Cookman Univeristy Alonzo L. Linnen Professor Rogalle Effective Copywriting October 25,2013

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In order to increase the differentiating factor we will make the marketing strategies where it is just not targeting African Americans but all ethnicities. We decided to focus on marketing because Best (2006) Marketing identifies opportunities, anticipates and satisfy needs, creates differentiation, gains competitive advantage, generates income and adds value. Bethune Cookman University is listed as one of the many universities with the Federal Student Aid. The school accepts individuals from all ethnicities. BethuneCookman is also listed as an Historically Black College University (HBCU) and all are welcome. You are guaranteed to receive a rewarding experience in gaining postsecondary education as well as an unforgettable college campus experience.

Bethune-Cookman University is a school of great standards. Since its inception, this institution has only had five presidents. Dr. Edison O. Jackson has been serving as interim president of Bethune-Cookman University for the past 11 months;. Just recently, Bethune Cookman’s board of trustees voted to have Dr. Jackson serve as the sixth president. Dr. Edison O. Jackson will be sworn into office as of October 16, 2013. As the president of this esteemed university, Dr.Jackson has a vision to take the student body of Bethune Cookman University to another level. He is a student centered man and he believes in civic, community and educational organizations. You can find Dr. Jackson walking throughout the campus of BCU in conversation with faculty, staff and students daily. Dr. Edison is highly impressed at the selection of extracurricular activities that


4 BCU has to offer and he plans to bring a myriad of continuous student activities to campus. His long range plans are to expand student housing because he believes that it will be needed as students from around the world are introduced to Bethune Cookman University through social media, internet, conferences, and alumni.The Bethune Cookman family is very proud of the athletic department and all its successes. The head football coach is a product of Rutgers University where he held the position of offensive coordinator for their football program. Since coming Bethune Cookman University, Mr. Bryan Jenkins has established a winning record. In addition to the football program, BCU has an awesome band program. The leader Mr. Donovan Wells has an extensive background in the field of music. The band program has had the opportunity to play for prestigious events such as: Playing halftime for the National Football League (NFL) during a game in Miami, Florida. Some members of the band were chosen to travel to Los Angeles California where they made a commercial for the Cadillac car. Bethune Cookman University is a Historically Black College/University. However, the presence of a multicultural student body is low. College life is an experience that one will never forget. As an individual, you make your own decisions and try things on your own.

The best way to be educated is to learn from others. A diverse campus encompasses as many cultures as possible. Having students from different cultures on campus will give students exposure to different ideas and ways of life. The opportunity to learn and interact with people from all walks of life is an experience that will be remembered forever. Making the administration aware of this concern will allow them to brainstorm ways to recruit students from other cultures to attend BCU. The Office of Student Affairs is an


Bethune-Cookman Univeristy Alonzo L. Linnen Professor Rogalle Effective Copywriting October 25,2013

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office that can be utilized to help with learning about human diversity. The student success center can also play a role in the learning process by teaching students to embrace others from all walks of life. In addition, dorms and housing options with a focus on encouraging cultural exchange give students the opportunity to live in a unique mixture of their peers. Dr. Bethune had faith to fight for African American post-secondary education and she achieved her goal of doing so when she created Bethune-Cookman University but as time progresses Bethune Cookman needs to be an institution that offers and supports multicultural awareness and learning through programs and initiatives that increase understanding and appreciation of differences. A long range plan could be to have a variety of student organizations available to a diverse student body.

Some organizations that may play a role in multiculturalism would be to have student ambassadors from different ethnic backgrounds that would assist in event planning for the university. In order to solve the problems that have we found at Bethune-Cookman University; I must use the 9 “Brand Identity Ideals� (Alina Wheeler, 2013). These ideals give you a great idea of what will differentiate you from your competition. Out of the nine ideals Bethune-Cookman encompasses, six of them; and they are: commitment, flexibility, vision, meaning, sustainability, and coherence. Bethune represents commitment through being committed to serving Jesus Christ, serving the surrounding community, academics, and the students’ body. They are flexible through inviting people


6 of different ethnicities or cultures. B-CUs vision is to “Enter To Learn, Depart To Serve”, Bethune sustains the passion to uphold Dr. Bethune’s legacy. The university has a rich history and meaning; Dr. Bethune was one of the main supporters for African Americans to not only have an education but to have a post-secondary education. Bethune is very coherent about sticking to their plans or visions; when something has been set in stone, Bethune-Cookman will not shy away from it. The target audiences for Bethune-Cookman University are: 16years old – 50 years old. The reason for this is to keep high school juniors and seniors interested in attending Bethune-Cookman, and also keeping the alumni happy to continue to support Bethune-Cookman University.

Most students’ look into college and universities starting in their junior year of high school; most high school juniors and seniors are between the ages of 16-18 years old. They are looking for colleges and universities so they can move far away from home and from their parents. College is an experience that can prepare you for “The Real World” as most people would say. Bethune-Cookman University an Historically Black College & University, located in Daytona Beach, Florida. The mission statement: “Enter To Learn, Depart To Serve” is a statement that resonates worldwide because our graduates have traveled extensively throughout the world as they pursue their careers. Bethune is a university that is focused on academics and filled with pride. The alumni association is very active and assists with the current student body and administration in advancing the university towards the future by keeping the dream of its founder, Dr. Mary McLeod Bethune, alive. The founder believed “Recognizing that we are the heirs of a great African civilization our


Bethune-Cookman Univeristy Alonzo L. Linnen Professor Rogalle Effective Copywriting October 25,2013

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students will become leaders in the effort to restore and preserve our heritage of transformative and transcendent culture� (www.bethunecookman.edu).

Dr. Bethune began her journey in the creation of Bethune Cookman University with only one dollar and fifty cents ($1.50) in 1904 with four little girls and faith. Presently, Dr. Bethune’s home is a historical landmark in the United States. Her home is located on the campus of Bethune-Cookman University in Daytona Beach, Florida. Her final resting place is located behind the home in which she lived as well. In order to increase the differentiating factor we will make the marketing strategies where it is just not targeting African Americans but all ethnicities. We decided to focus on marketing because Best (2006) Marketing identifies opportunities, anticipates and satisfy needs, creates differentiation, gains competitive advantage, generates income and adds value. Bethune Cookman University is listed as one of the many universities with the Federal Student Aid. The school accepts individuals from all ethnicities. Bethune-Cookman is also listed as an Historically Black College University (HBCU) and all are welcome. You are guaranteed to receive a rewarding experience in gaining postsecondary education as well as an unforgettable college campus experience. Transmedia is a technique that tells a single story or experience across multiple platforms or formats. It consists of all media outlets (Radio, Television, Print, etc.). Bethune-Cookman has recently placed billboards in various cities throughout Florida as well radio spots. The usage of smart phones in today’s society (android, Samsung, and apple phones) is the ultimate. As of May 2013, 56% of Americans have smartphones, 28% are android


8 phones, 25% own an iPhones, and 4% own a blackberry no one really owns a Samsung smartphone. Presently, most companies use emails and television commercials to attract their target audience.

We say why not attract all smartphones users with the new quick response code (known as the QR code) this would be a great way to get people to pay attention to your company. Our target audience has one or more brands of these mobile devices. Most companies are deleting the use of hard copy newspapers, magazines and advertisements. When an individual or company is in search of an item they use the internet, social media or any smartphone device. Significant numbers of consumers believe services provided by mobile marketing can improve the shopping experience (Karaatli, Ma, & Suntompithug, 2010). B-CU does need a QR code because most companies have them and most people have this app on their phone and this would be a great way to drive attention to the website as well. Sharing, promoting and marketing the HBCU experience may help with racial diversity on college campuses nationally and internationally. Broadcast media (television, radio), and interactive media (text, graphics, animation, video, audio) are ways in which Bethune Cookman University is reaching out for students to join their Wildcat family. An example would be a television advertisement with the student Government president informing the viewers about Bethune-Cookman, who they are, what they are about (10 -15 words); second, members of Greek letter organizations all together as one showing unity among organizations on campus (in about 15-20 words). Third, students of different ethnicities showing unity and working together in the community or in the classroom and showing that Bethune-Cookman University is a family-oriented university who accepts all individuals that are seeking to obtain a post-secondary education. The final segment would be the president of Bethune-Cookman confirming all of the information that was stated in the segments prior to his presentation. In addition, he would also state the Bethune-Cookman mission statement “Enter To Learn, Depart To Serve�.


Bethune-Cookman Univeristy Alonzo L. Linnen Professor Rogalle Effective Copywriting October 25,2013

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This would give a great background of what Bethune-Cookman University entails all summed up into a 1 minute or a minute and thirty second video that can be played on all channels, stations, and networks across the nation. The opening of the video would begin with soothing orchestra music,the school seal of B-CU spiraling into the view. The only text would be in the lower-thirds, which will give you the name of the individuals or that specific organization. The entire video will play and as each segment comes into view: the announcer will continue announcing Bethune-Cookman University. “BethuneCookman University Transformation in the light of Legacy”, and then the hash tag: #Change at BCU will appear at the end of the video. Using the radio outlet you can bring a lot of light to B-CU; because life as we know it today is rushed, most people do no have time to view television commercials.

A visit to the local radio and television stations by the president of the college and a representative from the student government association in highly populated states and highly populated cities would be a plus to promote the school. Giving an all-inclusive background on the founder Dr. Mary McLeod Bethune, the vision she had, and the transformation that Bethune-Cookman University is trying implement would be another way to promote the school and engage individuals that may be interested in Bethune Cookman University. Further and inexpensive way to promote Bethune Cookman University is to have a “shadow day”. Using the school calendaer, the development of “Shadow Day” could be incorporated with high school juniors and seniors and additionally with middle school students. This could be regularly publicized through flyers to local school districts as well as targeted community schools, community organization meetings, local government meetings(Town Hall meetings) etc. These ideas are essential as Bethune-Cookman looks to move forward as one of the top HBCU’s in the country.


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Dr. Bethune began her journey in the creation of Bethune Cookman University with only one dollar and fifty cents ($1.50), in 1904 with 4 little girls and faith. Presently, Dr. Bethune’s home is a historical landmark in the United States. Her home is located on the campus of Bethune-Cookman University in Daytona Beach, Florida. Her final resting place is located behind the home in which she lived as well. Bethune-Cookman University an Historically Black College & University, located in Daytona Beach, Florida.

The mission statement: “Enter To Learn, Depart To Serve� is a statement that resonates worldwide because our graduates have traveled extensively throughout the world as they pursue their careers. Bethune is a university that is focused on academics and filled with pride. The alumni association is very active and assists with the current student body and administration in advancing the university towards the future by keeping the dream of its founder, Dr. Mary McLeod Bethune, alive.In order to increase the differentiating factor I will make the marketing strategies where it is just not targeting African Americans but all ethnicities. I decided to focus on marketing because Best (2006) Marketing identifies opportunities, anticipates and satisfy needs, creates differentiation, gains competitive advantage, generates income and adds value. Bethune Cookman University is listed as one of the many universities with the Federal Student Aid.

The school accepts individuals from all ethnicities. Bethune-Cookman is also


Bethune-Cookman Univeristy Alonzo L. Linnen Professor Rogalle Effective Copywriting October 25,2013

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listed as an Historically Black College University (HBCU) and all are welcome. You are guaranteed to receive a rewarding experience in gaining post-secondary education as well as an unforgettable college campus experience.

References

Bethune-Cookman University (2013). Retrieved: Oct. 4, 2013 www.cookman.edu.

Wheeler, A. (2013) Designing Brand Identity: Essential Guide for the Whole


12 Branding Team. (pg.17-29)

Hawkins, B. Denise. (2012) Echoes Of Faith, Retrieved from: The Fullsail University Library Database http://web.ebscohost.com.oclc.fullsail.edu:81/ehost/detail? sid=388574ea-011c-4f34-8962e46177c70f8b %40sessionmgr10&vid=1&hid=20&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d %3d#db=eric&AN=EJ985314

HBCU Digest (2013): How to Market an HBCU, Retrieved October 19, 2013. http://hbcudigest.com/hbcus-should-return-to-marketing-the-black-experience/

HBCU Career Market: Retrieved, October 19, 2013 http://hbcucareermarket.org


Bethune-Cookman Univeristy Alonzo L. Linnen Professor Rogalle Effective Copywriting October 25,2013

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