Issuu

JOUR 640 - Campaigns

KU School of Journalism

Alexis Greenberg - Caroline Thomas - Tory Blosser - Courtney Gotskind - Justis Simon - Regan Fogle

Table of Contents

Campaign Overview

Convention

Comp/ Key Players

Executive Summary Situation Analysis

JEA Convention Sponsorship Levels Attendees/ Booths Best Practices

Client - KU Top Competiitors Best Practices

S.W.O.T. Analysis

Audience

Recomendations

Survey Research Demographics Persona

Goal 1 + Tactics Goal 2 + Tactics Goal 3 + Tactics Budget Breakdown

Alexis Greenberg Account Executive Caroline Thomas Creative Director Tory Blosser Research Director Courtney Gotskind Media Director Justis Simon Strategy Director Regan Fogle Presentation Director

Alexis Greenberg Account Executive

Caroline Thomas

Team Members

Creative Director

Tory Blosser Research Director

Courtney Gotskind Media Director

Justis Simon Strategy Director

Regan Fogle Presentation Director

Executive Summary

As a group, we heard from several representatives about their wants and needs for the campaign and what areas they required recommendations on. We began with secondary research, covering the client, the convention, best marketing practices, an overview of the target audiences, and competition/industry history. After primary research surveying advisors in the Kansas area and University of Kansas students currently enrolled in beginner journalism classes, our campaign was developed. We worked through several main goals for our campaign, identified objectives, strategies, and tactics to reach them, and began mocking up tactics and making official recommendations for the campaign. The campaign’s recommendations span three goals. Firstly, to entice more students and advisors to visit KU’s booth at the JEA/NSPA Convention in Kansas City in Spring 2024. This goal targets convention attendees and aims to gather contact information from students and advisors, ensure the school’s logo is going home with them, and gives opportunities for recruitment coordinators to start discussion with attendees. We recommend selecting the highest convention sponsorship level to ensure maximum brand awareness, bringing eyecatching activities and decorations to draw individuals into the booth and providing informational materials and free merchandise to display on tables within the booth. Secondly, to increase rural high school students’ interest and awareness of the School of Journalism as a viable option. This aspect of the campaign targets rural high schools who do not have established and well-maintained relationships with the recruitment office at the Journalism School. We propose a convention scholarship that provides students the unique opportunity to attend the convention fully funded by the KU Journalism school. In addition, we have suggested providing advisors with information that they can pass on to students to provide more context and statistics about the Journalism School. Lastly, we highly recommend revamping the social media channels of the Journalism School. We suggest doing this through hiring a student employee to work on socials, creating more consistent content that appeals to multiple audience segments, diversifying the content format, and creating and following a content calendar. In total, these recommendations have an estimated cost of $33,277. The recommendations outlined in this campaign last six months, beginning in January 2024 and ending in May. However, we hope the campaign’s impact and reach lasts far beyond May. We recommend reaching out to students who attended the convention and encouraging them to apply for the University of Kansas’ Journalism School when their application cycle opens are made. Additionally, maintaining relationships between the Journalism School and rural high schools, as well as staying consistent and up to date on social media best practices will ensure the highest success of this campaign.

Situation Analysis

Client Of the 4,457 incoming Fall 2022 freshman at the University of Kansas, 656 students enrolled in the Journalism school. Our client, the University of Kansas Journalism School, offers $860,000 in Journalism School scholarships each year. Students can also receive merit-based scholarships from the University of Kansas and needs-based scholarships from FAFSA and KU General scholarship applications. The estimated annual cost for in-state students is $18,000 to $29,000. Cost of attendance for out-of-state students is $36,000 to $47,000.

Feb. 16. Non-members receive an early bird special of $175 or $195 for registration after Feb. 16. The attendees for the spring 2024 conference is unknown but over 3,300 students and advisors attended the conference in spring 2023.

Audience

Challenges

Underepresented and/or rural Kansas high school students are our target audience. As of 2022, the rural population in Kansas is 910,854 out of 2,937,150 total Kansans. The median rural income is $48,618 per capita and a poverty rate of 11.9%. Kansas residents are 73.4% White, 4.7% Black, 12.9% Hispanic, 3% Asian, 0.4% American Indian/Alaska Native and 5.6% Multiple races.

Our target audience includes smaller, rural schools, many of which KU Journalism does not currently have strong relationships with. Challenges include identifying these schools and who their source contact(s) for journalism are. Furthermore, we do not know what underrepresented high schools need from the KU Journalism School to better speak to students about attending KU.

The incoming college generation is Generation Z, born between 1996 and 2010. Gen Z is on track to being the most educated, with higher graduation rates and lower drop-out rates. This generation is directly shaped through advanced technology, issues with violence across the country, an unstable economic climate and social justice movements. One-third of this generation was born with the power of internet-technology and has always been “virtually connected”.

Although we know what KU’s Journalism School has to offer, every competition claims to offer the best academic experience to students. The challenge here is expressing to students at the conference why KU Journalism is the right choice for them through key selling points.

The KU Journalism school attends and tables at both national conventions per year and at high schools year-round. J-School recruiters currently have a branded tablecloth, standing Jayhawks cut-outs, JMC brochures and info and various swag for these events. The Journalism School currently aims to The KU Journalism School currently posts a grid post three to spend around $10 per student on swag and giveaway items. four times a week on Instagram, daily Instagram Story posts, one to two Facebook posts a week, two Tweets per week and no Competition Instagram reels. The school has 2,621 followers on Instagram, 5,919 followers on Twitter (X), and 3,500+ followers on The major in-state Journalism School competition likely Facebook. The Journalism School also has a blog and various attending the convention includes K-State, Pittsburg State student media opportunities and outlets. University, Washburn University, Emporia State University, Fort Hays State University and Wichita State University. Student media opportunities at the Journalism School include It is estimated that schools from 37 states including some the University Daily Kansan, Media Crossroads, the ad agency, international, based on previous conventions, will be attending. KUJH-TV, PRSSA club, the KU Ad Club and more. The J-School has four tracks/concentration options for Journalism majors, Many high school students may choose to attend a community a Journalism minor, and both Masters and Ph.D. programs. college to take prerequisite courses, before transferring to Resources the KU journalism school provides include the a larger university or continuing to declare a major. Our top resource center, the J Bar and J School Tech website, the community college competition includes Johnson County Bremner editing center, a TV studio, career fairs, a career Community College, Butler Community College, Hutchinson center, alumni and faculty mentorship programs and Jayhawk Community College and Kansas City Kansas Community media workshops in the summer for high school students. College.

The current state of the economy is another challenge as we try to navigate budgeting and what the university choses to prioritize. Enrollment rates are up this fall, as KU welcomed its largest freshman class. This, however, does not mean Convention underclassmen have declared their major and chosen the The Spring 2024 Journalism Education Association (JEA) Journalism School just yet. It is imperative that the school and National Scholastic Press Association (NSPA) National takes advantage of this opportunity to diversify the school and High School Convention will be held April 4 through April 6 in target underrepresented and rural high school students. Kansas City, Missouri at the Sheraton and Westin Kansas City Hotels at Crown Center. Registration for the event opens Jan. 17 and closes on March 22. JEA or NSPA members receive an early bird special of $125 early bird or $145 for registration after

Convention Research

Convention The Spring 2024 Journalism Education Association (JEA) and National Scholastic Press Association (NSPA) National Journalism Convention will be held from April 4 through April 6. The convention will be held at Crown Center in Kansas City, Missouri. During the convention, high school students and advisors from around the country and the world will gather to learn about journalism. There will be instructional sessions, pre-convention workshops, featured speakers, award ceremonies, on-site critiques, and college fairs and trade shows. The activities will help improve publication skills, investigate new technologies, and learn from experts in the field. Awards that will be given out include NSPA Pacemakers, Individual Awards and Best of Show, JEA National Student Media Contest and Quiz Bowl, Journalists of the Year award and Aspiring Young Journalist award. Cost per entry varies based on membership and purchase timing. For current JEA and NSPA members, early bird admission will cost $125. Regular admission will cost $145 for members. For non-members early bird cost will be $175 and regular will cost $195. Registration opens at 12 p.m. CT on Jan. 17. Early bird rates end on Feb. 16 and online registration ends on March 22. Attendees will stay at the Sheraton and Westin Hotels, which will cost $236 per night. Hotel booking opens Jan. 24 and closes at 6 p.m. CT on March 1. On Thursday and Friday of the convention, a college fair and tabling are held in a large conference room. It is important to bring students and advisors into booths to get KU on their radar, but also keep them inside the booth and find a way to get into contact with them after the convention. Over the years, as technology continues to advance and become more portable, colleges have begun bringing eye-catching activities or decor to draw students into their booths. For example, in 2022, Kansas State brought a 360-degree camera for students to get their photo taken. At previous conventions, the Journalism School has had the minimum booth space and just basic information and items at the booth including, JMC folders with inserts, plastic cups, notebooks, luggage tags, pens, lanyards, brochures and drawstring bags.

Sponsorship Levels Diamond

$8,500

Gold

$7,000

Silver

$5,500

Bronze

$4,000

Friends

$3,000

A La Carte

Diamond $8,500

Gold $7,000

Most amount of exposure

High level exposure

Option of One of These Three Options • Printing and delivery of the convention program, which can be provided in-kind. • Convention lanyard for name badges, with sponsor logo printed on the lanyard with NSPA and JEA logos. • Adviser tote bags, with logo featured prominently on the bag design.

Option of One of These Five Options • Sponsorship of Thursday’s keynote speaker sponsor, with acknowledgment during the presentation. • Sponsorship of online registration, with company logo posted on online registration landing page and acknowledgment as a convention sponsor. • Sponsorship of the Saturday adviser awards luncheon. Includes two tickets and signage. Booth Size - 40x10 Feet • Scholarship sponsorships for up to 50 students’ including 8-foot drapery black wall, 3-foot side drape, table registrations. and chairs. • Thursday evening reception. Promotional Materials Leading Up to Convention • Logo inclusion in all convention promotional emails. • Prominent recognition on the convention website as a Diamond Sponsor, with company logo linked to your website. • Pre-convention sponsor email sent to all attending advisers.

Booth Size - 30x10 Feet including 8-foot drapery black wall, 3-foot side drape, table and chairs. Promotional Materials Leading Up to Convention • Logo inclusion in all convention promotional emails. • Prominent recognition on the convention website as a Gold Sponsor, with company logo linked to your website.

Sponsored Live Session Opportunity to lead one on-site training workshop for up Convention-app Advertising to 50 attendees within the exhibit hall. Workshops will be Banner ads appear at the top of the menu and throughout promoted in the convention program, app and social media. the agenda, as well as in the companies and the people sections of the mobile app. Convention-app Advertising Banner ads appear at the top of the menu and throughout Signage and Visibility at the Convention the agenda, as well as in the companies and the people • Logo recognition as a Gold Sponsor on convention signage. sections of the mobile app. • Full-page color advertisement and logo recognition in the printed convention program, distributed to all attendees Signage and Visibility at the Convention and speakers. • Logo recognition as a Diamond Sponsor on convention • Logo recognition, descriptive paragraph and direct link to signage. your website on the sponsor page of the convention app. • Two-page spread color advertisement and logo recognition • Banner ad in the convention app. in the printed convention program, distributed to all attendees and speakers. Additional Promotion • Logo recognition, descriptive paragraph and direct link to • Opportunity to submit one promotional item to be inserted your website on the sponsor page of the convention app. in the adviser tote bag. • Banner ad in the convention app. Convention Registrations Additional Promotion • Four complimentary full-convention registrations per • Opportunity to submit one promotional item to be inserted table. in the adviser tote bag. • One pre-convention sponsored tweet sent by the @NHSJC Twitter account, shared by @NSPA and @NationalJEA. Convention Registrations • Four complimentary full-convention registrations per table.

Silver $5,500

Bronze $4,000

Adequite exposure

Some exposure

Option of One of These Two Options One Option • Sponsorship of the convention’s mobile app. • One day’s sponsorship of the adviser hospitality room. • Reporter notebooks given to attendees, with sponsor logo on the front cover. Booth Size - 10x10 Feet including 8-foot drapery black wall, 3-foot side drape, table Booth Size - 20x10 Feet and chairs. including 8-foot drapery black wall, 3-foot side drape, table and chairs. Promotional Materials Leading Up to Convention • Logo inclusion in all convention promotional emails. Promotional Materials Leading Up to Convention • Prominent recognition on the convention website as a • Logo inclusion in all convention promotional emails. Bronze Sponsor, with company logo linked to your website. • Prominent recognition on the convention website as a Silver Sponsor, with company logo linked to your website. Convention-app Advertising Banner ads appear at the top of the menu and throughout Convention-app Advertising the agenda, as well as in the companies and the people Banner ads appear at the top of the menu and throughout sections of the mobile app. the agenda, as well as in the companies and the people sections of the mobile app. Signage and Visibility at the Convention • Logo recognition as a Bronze Sponsor on convention Signage and Visibility at the Convention signage. • Logo recognition as a Silver Sponsor on convention • Half-page color advertisement and logo recognition in the signage. printed convention program, distributed to all attendees • Half-page color advertisement and logo recognition in the and speakers. printed convention program, distributed to all attendees • Logo recognition, descriptive paragraph and direct link to and speakers. your website on the sponsor page of the convention app. • Logo recognition, descriptive paragraph and direct link to your website on the sponsor page of the convention app. Additional Promotion • Banner ad in the convention app. • Opportunity to submit one promotional item to be inserted in the attendee tote bag. Additional Promotion • Opportunity to submit one promotional item to be inserted Convention Registrations in the attendee tote bag. • Four complimentary full-convention registrations per table. Convention Registrations • Four complimentary full-convention registrations per table.

Friends $3,000

A la Carte

Limited exposure

Pick and choose additional perks

Booth Size - 20x10 Feet Booth / $1,200 including 8-foot drapery black wall, 3-foot side drape, table • 10x10 and chairs. • Opportunity to increase booth size in 10×10-foot increments, $600 each, no limit. Promotional Materials Leading Up to Convention • Logo inclusion in all convention promotional emails from Nonprofit exhibit space / $750 July to November. • 10×10-foot booth space, including 8-foot drapery black wall, • Prominent recognition on the convention website as a 3-foot side drape, table and chairs. Friend Sponsor, with company logo linked to your website. • Must be a registered 501(c)(3) organization or a nonprofit college/university. Convention-app Advertising Banner ads appear at the top of the menu and throughout Early exhibit setup / $400 the agenda, as well as in the companies and the people sections of the mobile app. Advertising • Convention program Signage and Visibility at the Convention • Inside front cover / $1,800 • Logo recognition as a Friend Sponsor on convention • Two-page spread / $1,800 signage. • Full page / $1,500 • Half-page color advertisement and logo recognition in the • Half page / $800 printed convention program, distributed to all attendees • Convention app banner ad / $600 and speakers. • Logo recognition, descriptive paragraph and direct link to Promotional items your website on the sponsor page of the convention app. • Attendee tote bag insert • A la Carte / $1,000 Additional Promotion • Sponsors/ $600 • Opportunity to submit one promotional item to be inserted • Email blasts in the attendee tote bag. • Pre Convention / $600 per One promotional email sent after the early-bird Convention Registrations convention deadline and before the start of the • Four complimentary full-convention registrations per convention. table. • Post Convention/ $600 per One promotional email sent after the convention. Pre-convention emails will be scheduled after the earlybird registration deadline and before the start of the convention. Post-convention emails will be scheduled up to two weeks after the conclusion of the convention.

Who Attends the JEA/NSPA Convention?

The number of attendees has fluctuated over the years due to COVID-19 and convention location. Typically at the JEA-NSPA conventions, there is one advisor for every 20 students. PreCOVID-19, there were approximately 6,000 attendees. PostCOVID-19, there have been approximately 3,400 attendees. Approximately 3,300 students and advisors are expected to attend the Spring 2023 convention in Kansas City. Student attendee ages range from 13 to 18 and are primarily female. Students attending the conference are typically involved in multimedia creation in their high schools such as writing programs, newspaper and yearbook programs. At the Spring 2023 JEA/NSPA Convention held in San Francisco, over 400 schools, comprising more than 3,300 students and advisors, were in attendance. Given that the upcoming JEA/NSPA convention will take place in the centrally located Kansas City, we can expect a similar or even larger turnout. Schools from across the nation make the journey to this conference, with representatives from approximately 37 states. The majority of attendees typically come from California, Texas, Illinois, Missouri, Kansas, and Indiana. In addition, there has been international representation from Great Britain.

High School Students Age Range • 13–18 (Gen Z) Gen Z Overview • Born beetween 1997–2010 • Grown up in an evolving digitized world • Fast moving technology has resulted in an increase of short attention spans • Marketing relys heavily on interactive experiences to combat the short attention spans Convention • Aprox. 3,100 students • 37 States • Over 400 Schools

Advisors About • Aprox. One advisor for every 20 students • High School Journalism Teachers/ Staff

Universities/ KeyNote Speakers College Fair • Over 400 schools expected to have a booth • Provides students the chance to learn about Universites’ Journalism programs • Students have the opportunity to recieve critiques on projects/portfolios • Universities who pay for the Diamond Sponsorship will have the chance to provide a hands on workshop Key Note Speaker(s) • Jim Richardson KC based National Geographic Photojournalist • Provides students an opportunity to learn about jobs within the world of journalism • Other speakers expected to attend • Previous conventions have had about 15 keynote speakers

Key Takeaways

•

The JEA and NSPA convention will be held April 4th-6th in Kansas City.

•

The convention is an opportunity to promote the KU Journalism School with high school students and advisors.

•

Thursday and Friday colleges from across the country will be tabling in booths and this is a great time to provide information about the Journalism School and KU as a whole.

•

Giving away merchandise, pamphlets, and brochures and having fun, interactive, eyecatching activities and decorations at the booth will increase chances of interaction with advisors and students.

Competition/ Key Players

Key Players/ Competition In the state of Kansas, there are 19 colleges and universities, along with eight community colleges where individuals can pursue degrees. While some institutions are more renowned than others, the University of Kansas stands out as the topranked journalism school in the state, closely followed by Kansas State University. While not all of these schools will participate in the JEA/NSPA Convention, it is anticipated that the more prominent ones, including the University of Kansas, Kansas State University, Wichita State University, Pittsburg State University, and Emporia State University, will attend and compete to recruit promising journalism students. The University of Kansas’ William Allen White School of Journalism and Mass Communications is an ACEJMC accredited program in Lawrence, Kansas. Resources the KU Journalism School provides include the resource center, the J Bar and J School tech website, which all provide access to technology and learning resources for journalistic applications and sites. The Bremner editing center, a TV studio, career fairs, a career center, alumni and faculty mentorship programs and Jayhawk media workshops in the summer for high school students are a few more resources offered.

Organizational Communication Emphasis, and Public Relations and Advertising Emphasis. KU’s school of Journalism offers up to $860,000 in Journalism scholarships and grants each year on top of other scholarship options from the University of Kansas itself. Kansas State cites $250,000 in annual scholarships for Journalism and Communication students. The other three key competitors do not list an amount of scholarship money designated for Journalism students specifically. The estimated annual cost for in-state students at the University of Kansas is between $18,517-$29,811 per year. For out-of-state students, KU estimates between $36,227-$47,521 per year. Enrolled students are eligible to apply for scholarships using the FAFSA as well as other specialized scholarship applications. Merit-based scholarships are available upon enrollment to students who have high school GPAs that hit certain milestones. There are five levels of merit- based scholarships available for in-state students, and five levels available to out-of-state students.

The school has four tracks/concentration options for Journalism majors, a Journalism minor, and both Masters and Ph.D. programs. The four available concentrations are Multimedia Journalism, Digital Marketing Communications, Advertising and Public Relations, Media Arts and Production, and Sports Media and Society.

Student media opportunities at the Journalism School include the University Daily Kansan, Media Crossroads, the Agency, KUJH-TV, PRSSA club, the KU Ad Club and more. Students also have the opportunity to work on the Eudora Times and several other local publications as well as media sources such as KYou Magazine, HerCampus, and other student-ran media that is unaffiliated with the Journalism School.

Kansas State and Wichita State also both offer four fields of undergraduate study within the realm of Journalism and Communications. Kansas State offers Advertising & Public Relations, Communication Studies, Digital Innovation in Media, and News & Sports Media. Wichita State offers a BA in Communication with four available Emphasis. Communication Studies Emphasis, Integrated Marketing Communication Emphasis, Journalism and Media Production Emphasis, and Open Emphasis.

According to our survey of 33 high school advisors working in Kansas, the top Journalism schools high school advisors recommend to their students include the University of Kansas, Kansas State University, and Wichita State University. The factors they discuss most often with their students include cost of school, scholarships available, location, and majors/ minors available. Advisors cite professors and faculty members, facilities and studios, and hands-on experience and skill building as the best things about the school.

Pitt State has six undergraduate “career tracks” available. Human Communication, Media Production, Strategic Communication, Multimedia Journalism, and Communication Education. Fort Hayes offers four undergraduate/bachelor’s programs within Journalism and Mass Communications, spread out across different schools and departments. This includes include BS or BA in Information Networking and Telecommunications, and BAs in Communication with three different Emphasis tracks: General Communication Emphasis,

University of Kansas

About the University of Kansas

Overview

The University of Kansas’ William Allen White School of Journalism and Mass Communications is an ACEJMC accredited program in Lawrence, Kansas. Resources the KU Journalism School provides include the resource center, the J Bar and J School tech website, which all provide access to technology and learning resources for journalistic applications and sites. The Bremner editing center, a TV studio, career fairs, a career center, alumni and faculty mentorship programs and Jayhawk media workshops in the summer for high school students are a few more resources offered.

Number of Students • About 28,000 • 817 (School of Journalism Fall 2023) Estimated Annual Costs • $18,517–$29,811, In-State Students • $36,227–$47,521, Out-of-State Students

Scholarships/ Grants • Up to $860,000 Student media opportunities at the Journalism School include • Merit based Scholarships available for both In-State and the University Daily Kansan, Media Crossroads, the Agency, Out-of-State Students KUJH-TV, PRSSA club, the KU Ad Club and more. Students also have the opportunity to work on the Eudora Times and Undergraduate Degrees several other local publications as well as media sources such as • Multimedia Journalism KYou Magazine, HerCampus, and other student-ran media that • Digital Marketing Communications, Advertising, and is unaffiliated with the Journalism School. Public Relations The University of Kansas promotes the small-school feeling • Media Arts and Production with large University opportunities. With over 14,500 • Sports Media and Society graduates worldwide, the school’s network of accomplished • Minor in Journalism alumni reflects its appeal to ambitious and creative students.

Social Media Presence Number of Followers • Instagram: @universityofkansas - 105K • Instagram (School Specific): @kujschool - 2,681 • Facebook (School Specific): KU William Allen White School of Journalism and Mass Communications - 3.5K Brief Overview The University of Kansas’ William Allen White School of Journalism posts 2-5 times a week on their Instagram grid, and has recently started adding Instagram reels as well. Their posts consist mostly of infographics about upcoming events, scholarship opportunities, and alumni achievements. There are a few posts with still images of students or the Journalism building, and many of them have text written on top.

Master’s Degrees • Journalism and Mass Communications • Journalism in Integrated Marketing Communications • Digital Content Strategy (Online) • Journalism and Law Joint Degree

Top In-State Competitors

Kansas State University

Witchita State University

Number of Students • About 19,745

Number of Students • About 15,081

Estimated Annual Costs • $11,876–$23,896, In-State Students • $28,348–$40,368, Out-of-State Students

Estimated Annual Costs • $10,360–$28,910, In-State Students • $20,000–$38,550, Out-of-State Students

Journalism School

Fairmount College of Liberal Arts and Sciences

Scholarships/ Grants • Nearly $250,000 • Merit based Scholarships available for both In-State and Out-of-State Students

Scholarships/ Grants • About $625,000 • Merit based Scholarships available for both In-State and Out-of-State Students

Undergraduate Degrees • Advertising and Public Relations • Communication Studies • Digital Innovation in Media • News and Sports Media

Undergraduate Degrees • Communication Studies • Integrated Marketing • Journalism and Media Production • Open Emphasis

Master’s Degrees • Mass Communications • Communication Studies • Doctoral Degree: Leadership Communication Number of Followers • Instagram: @kansasstateuniversity - 76.4K • Instagram (School Specfic): @kstatemediacomm - 652 • Facebook (School Specific): A.Q. Miller School of Media and Communication - 1.4K Brief Overview of Social Media Kansas State Universities’s A.Q. Miller School of Media & Communication posts a grid post on Instagram an average of twice a week. The school has student takeovers of their social media on Instagram stories a few times per semester, and their grid posts consist of event announcements and reminders, faculty and student achievements, and spotlights of members of their community. The followers to like ratio is low, and most of their posts have no comments.

Master’s Degrees • Communication Number of Followers • Instagram: @wichitastateu - 27.4K • Instagram (School Specific): • @fairmountcollegewichitastate - 112 • Facebook (School Specific): Fairmount College of Liberal Arts and Sciences, Wichita State University - 890 Brief Overview of Social Media Wichita State’s Fairmount College of Liberal Arts and Sciences posts a grid post 3-5 times a week. Many of their posts are repetitive, posting the same graphic 3 times in the span of two weeks as a reminder of upcoming events and visiting speakers. The account is new, started in October of 2023, and most posts have no comments and less than 10 likes. Their posts are mainly infographics about the University’s schedule, upcoming important enrollment or course dates, and events that are being held.

Pittsburg State University

Fort Hays State University

Number of Students • About 4,560

Number of Students • About 12,802

Estimated Annual Costs • $14,255–$21,054, In-State Students • $14,255–$32,398, Out-of-State Students

Estimated Annual Costs • $5,634–$29,811, In-State Students • $15,870–$47,521, Out-of-State Students

School of Humanities and Fine and Performing Arts

General Studies - Communication Studies

Scholarships/ Grants • Up to $35,000 • Merit based Scholarships available for both In-State and Out-of-State Students

Scholarships/ Grants • Merit based Scholarships available for both In-State and Out-of-State Students

Undergraduate Degrees • Strategic Communication • Multimedia Journalism • Media Production • Human Communication • Communication Education Master’s Degrees • Communication Number of Followers • Instagram: @pittsburg_state - 21K • Instagram (School Specific): None • Facebook (School Specific) : None Brief Overview of Social Media Pittsburg State University Posts 2-6 times a week about athletics, campus activities and resources, and student life/ experiences. All of their posts are action shots of students and community members with minimal text on the images. They utilize Instagram Reels and stories as well, showing off their community and events.

Undergraduate Degrees • General Communication • Organizational Communication • Public Relations and Advertising Master’s Degrees • Organizational Communication • General Communication Number of Followers • Instagram: @forthayesstate - 11.9K • Instagram (School Specific): None • Facebook (School Specific): FHSU Communication Studies - 90 Brief Overview of Social Media Fort Hays State University posts very frequently, about every other day. From trends and pop culture to athlete showcases and pictures of their town to promotional videos, their content spans many different categories and topics. They use reals, stories, and posts to showcase their university and the many opportunities available. Around half of their posts are solely images of campus or surrounding areas, while the other half include text on the images, subtitles on the reels, or quotes above a meme.

Convention Presence (If Participated in Boston 2023)

Kansas State University Kansas State had a double or triple booth with a very large banner behind them, a little screen on the table, some books/ bigger giveaways on one side, some smaller pamphlets on one table, some QR codes, and four representatives or students behind the booth. They had two regular sized banners on each side of the booth in the aisles of the exhibition hall showing their majors and options at the school. They didn’t have any unique activities or draw in besides just being a larger booth and being very branded.

Other Notable Participants Many of the schools that didn’t have tablecloths, banners, or heavily branded items didn’t have any visitors to their booth. The booths with banners, tablecloths, a giveaway or free swag item of some sort, seemed to have the most people at their booths, or have people lingering and interacting at their booths more than others.

Even though they had a standard sized booth, because they were on the corner of a row, they had more space to meet with people and their booth felt bigger and less closed off than some of the other standard sized booths that were sandwiched between two others. Northwestern had a large array of swag to give out, balloon arches to take pictures with, and more boxes of swag behind them so they don’t run out. They had 6-7 representatives so there was never just one person discussing with a student! Having multiple perspectives to answer your questions can be helpful at these conferences.

Joston was printing commemorative student IDs, had a contest and the results, had a spinning wheel, a wall to write about your favorite teachers and sign your name, a photo op with fantastic lighting, several couches and candy. The novelty of the booths seems to be the best way to go- having spaces other booths don’t- such as spaces to hang out and sit, spaces to talk, games ASU had a big screen/projector sized display showing video, or activities other booths don’t have. and had paid for a 10x20. They had an oculus virtual reality headset at their booth but nobody was using it when Eric walked by. Emerson College had a much larger booth, with lots of places to sit so students can meet one another and advisors can discuss with college professors and representatives. There didn’t seem to be a particular or specific flashy item to bring people in, but many people seemed to be in their booth because it was a place to congregate. One innovative thing they did was have a four sided free standing column sign that had qr codes, quotes from students, and other decoradum that could be moved anywhere in their booth to create more of a shape or flow of how to address such a large space. Mizzou had a large square banner displaying photos of their campus, action shots of their students, and more. They also had what seems like 2 representatives from the school available to talk to students, QR codes to scan for easy access of saving information, and a table with items to giveaway and paper goods to handout as informational and persuasive material.

Pros/Cons of KU Key Selling Points Of the five key competitors for in-state Kansas Journalism Schools and is #1 in the state. The University of Kansas is closest to a major city and to the Kansas City Airport. The drive from KU to the airport takes around an hour, compared to the two hours it takes from Kansas State, the next closest option. Additionally, Lawrence is the only one of these five college towns that has an Amtrak station. Overall, the University of Kansas is the most accessible to travel and transportation. KU is also a top school for sports compared to the other four competitors mentioned. The University of Kansas is a member of the Big 12 Conference, and is Division 1 in the NCAA. It hosts 16 varsity teams, and 3 club level sports. Kansas State is in the same conference and division, and has the same number of varsity sports, and is another top option when looking at school spirit and sports involvement. The University of Kansas has over 600 clubs and student organizations. Kansas State University boasts over 400, Wichita State cites 200, Pitt State lists 150, Fort Hays says they have over 125. All five schools have Greek life in the form of co-ed fraternities and/or single-sex fraternities or sororities. In terms of opportunities to find your niche or community, KU offers the most opportunities. Wichita state has three on-campus housing options. Dorm style and suite style living for first-year students, and one upperclassmen only apartment complex. Fort Hays has more than 8 options, including apartments, scholarship homes, and dorm style residence halls. First year students at Kansas State University are required to live on campus, and has residence halls, apartments, and a hybrid style community as well. Pitt State offers residence halls, suites, apartments, and family living. The University of Kansas offers scholarship halls, residence halls, and on campus apartments.

• • • • • • •

#1 Journalism School in Kansas Close to Kansas City/ Airport Amtrak Station Sports Achievements Big 12 Conference More Clubs & Student Organizations than Competitors Many Housing Options

Key Takeaways

•

Pitt State has the widest range of degrees offered.

•

Social media best practices are posting short form video, utilizing popular and relevant trends and social media platforms.

•

KU gives 4x the amount of yearly scholarship grants as our top competitor Kansas State.

•

The University of Kansas’ Journalism program is widely recognised and recommended by high school advisors for its faculty and facility.

S. W. O. T. Analysis

Strengths • • • •

#1 Journalism School in Kansas Hands-on opportunities as a freshman Strong Jayhawk network community KU environment and traditions

Weaknesses • • • • •

Lack of recruitment resources Social media presence Minimal outreach to rural schools Resources and tabling materials Limited Understanding of what the J-School provides

Opportunities • • • •

More people than ever are attending college Lawrence proximity to cities and international airport Activities and diversity within the Lawrence community Journalism Spring 2024 convention held in Downtown KC

Threats • • • •

Kansans perception on Lawrence politics Cost of living on the rise nationwide Cost of travel and attending Journalism conferences Lack of trust in the media

This campaign focuses on promoting the strong Jayhawk community and emphasizes the school’s current standing as the #1 Journalism School in Kansas. Simultaneously the campaign tackles issues like the J-School’s lack of social media presence and limited available recruitment resources. Opportunities to take advantage of include the Lawrence community and proximity to larger cities and airports and the Spring 2024 Journalism Convention in Kansas City. Although opportunities present themselves, possible challenges standing in the way of this campaign are the strong liberal views within Lawrence and with the cost of living and traveling on the rise nationwide.

Audience

Primary and Secondary Audiences The incoming college generation is Generation Z, born between 1996 and 2010. Gen Z is on track to being the most educated, with higher graduation rates and lower drop-out rates. In 2019, 44% of Gen Z’ers 7-17 years old had a parent with a bachelor’s degree or higher. There are many factors that go into this generation’s college-decision such as: parental opinion, program offerings, academic reputation, campus climate and social scene. Two important factors that directly affect our target audience are the financial burden of college and the information received from high school counselors and advisors. As high school counselors are often the single-source person with the most information about colleges students have access to, a strong relationship between the J-school and rural high schools is essential. Gen Z is entering adulthood while inflation rates are sky-high and the economy is unstable. This means the cost of college is rising and 70% of low-income college students said they would attend a different institution if finances were not a factor.

income per capita in 2020 was $48,618 compared to $56,099 per capita for Kansans. The median rural income is $48,618 per capita and the poverty rate is 11.9% in rural Kansas compared to 10.1% in urban Kansas. Kansas residents are 73.4% White, 4.7% Black, 12.9% Hispanic, 3% Asian, 0.4% American Indian/ Alaska Native and 5.6% multiple races. Given the Journalism school’s aspirations for a more diverse student population, it is important to find the gaps between KU and underrepresented communities. Larger Kansas high schools, like 5A and 6A class divisions, have access to more resources and information about KU and the Journalism school. We found that smaller schools are not receiving information as frequently and do not have as established relationships with KU.

Given this, our target audience for the client is underrepresented and/or rural Kansas high school students. According to the 2022 Kansas Scholastic Press Association Regional contest, there were 33 1A, 2A, 3A and 4A Kansas high schools competing within regional groupings for awards and a This generation is directly shaped through advanced chance to qualify for the state contest, which shows that rural technology, issues with violence across the country, an unstable Kansas Schools have talented and dedicated students who may economic climate and social justice movements. One-third of be interested in the KU Journalism School. this generation was born with the power of internet-technology and has always been “virtually connected”. Given this, Gen Utilizing primary research we were able to determine through Zer’s are more likely to purchase something if it supports surveying current Journalism students that the merchandise an important cause. Gen Z students are among the first to be and swag that students were most excited about included exposed to social media and other advanced technologies apparel, stress relievers and bags. Specific items that would throughout their entire life. As a result, the attention span draw them in include freebies/giveaways, and students also of Gen Zers has decreased significantly. In order to get their reported that they would be more likely to visit a booth that was attention it is important to create an interactive enjoyable visually enticing. experience. The students we surveyed expressed that the most prominent Looking forward, soon the majority of students will belong elements about KU were the classes offered, sports media, the to Generation Alpha, those born after 2010. Unlike previous people/community, alumni, post-grad opportunities, campus generations, Gen Alpha has grown up in a fully digitized involvement and specific concentrations. Students’ top three world, with early exposure to new technology shaping their factors when looking at and considering colleges were available interactions with the world. Gen Alpha has only experienced a majors, location, and campus life. 85% of students visited KU fast-paced, ever-evolving environment, leading to heightened before attending, and many reported that they made their independence in decision-making. However, it also means that decision to attend KU after their on-campus visit. The top three their attention spans are notably shorter than those of previous ways students received info on KU J-School were college visits, generations. Their dependence on screens has impacted their social media and direct mailings/emails. social interactions negatively. To effectively engage a Gen Alpha member, fast-paced videos and other interactive technologies Using a survey sent to high school advisors, we determined are the most effective means of communication. the primary reasons advisors have difficulty attending these conventions and bringing students. The largest barriers to As of 2022, 31% of Kansas citizens live in rural areas. According entry include cost to attend, travel expenses, and that the to the USDA Economic Research service, the average rural advisors were unaware of the convention entirely.

Student Survey Research Takeaways

85%

of students visited KU before attending. Many students made their decision to attend KU after their on-campus visit.

About 50% of students attending KU are from K a n s a s

Top concerns for incoming students when choosing a school are: Available Majors, Location, and Campus Life Secondary concerns included Affordability, Sports Media, and Job Placement/ Opportunities after college

WHAT STOOD OUT? Classes Offered, Sports Media, (the People/Community/Reputation), Alumni, Post-Grad Oppor tunities, Campus Involvement and Specific Concentrations.

Audience Persona

Age 16 From Wellsville, KS Gender Female Pronouns She/Her/Hers Race White & Hispanic Katie Hernandez Hello, I’m Katie Hernandez. I am a Hispanic 16-year-old girl from Wellsville, Kansas. I currently work part-time as a newspaper deliverer and am a full-time student at Wellsville High School. In my free time, I like to play the piano and play volleyball with my year-round club team. I am currently the design leader of my high school yearbook club. I hope to become the president of the club next year. In the long run, I hope to work for a journalistic production company and then eventually own my own company. I am still looking for experience and tips on how to improve my journalistic writing. I frequently watch and follow other Hispanic writers and influencers on social media. I frequently use TikTok and Instagram, because they are fast-paced and provide information in entertaining ways. Things that attract my eye while I’m scrolling or shopping are things that are unique or versatile. I also look for things that are convenient, affordable, and fun for me to show off to my friends. Being that I am the oldest child, I learn a lot based on experiences and trial and error. My high school does not provide the most journalistic opportunities, other than the yearbook and the newspaper. This is one thing I would change, I would love to take more writing and journalistic writing classes. This is why I will be the first in my family to attend college. I have been looking into Witchita State University, Kansas State University and The University of Kansas as journalism school options. Overall, I want a university that is close to home, has my major, has a healthy and fun campus life, and has many different opportunities and utilities for me to try and explore.

Brands

Interests/Hobbies • • • •

Yearbook/newspaper Piano Volleyball Spending time with Family and friends

• •

Shopping Scrolling through social media pref. Tik Tok

•

Thoroughly thinking through purchases/major decisions

• •

Improve her writing skills Be a good role model for her siblings Gain experience in publication/ journalism

Behaviors • • • •

Competitive Self-disiplined Reward oriented Attention to detail

Goals • •

Advertising Preferences Reading Text vs Visual

Picture/Visual vs Video

•

Social Media vs TV/ Streaming Services

Referral

•

Frustrations • •

Instagram vs Tik Tok

Go to college Beating her own PR delivering newspaper Learn to be more professional/leadership

Needing to work/deliver • newspapers • Additional school/ yearbook work that takes away from personal time

Affordability Current high school does not have many journalism opportinites

How We Can Help Help Katie achieve her goal of going to college by informing her about scholarship opportunities, application deadlines, and available fields of study. Consider Katie’s personal goals such as improving writing skills and learning to be more professional, and talk to her about the opportunities for personal growth and workshops at the KU Journalism School. Katie’s goals, wants, and needs for college align with the resources, experience, and learning path the Journalism School can provide.

Recomendations

Goal 1

Entice more students and advisors to visit KU’s booth at the JEA/NSPA convention in Kansas City

Goal 2

Increase rural high school students’ interest and awareness of the William Allen White School of Journalism and Mass Communications.

Goal 3

Revamp the William Allen White School of Journalism and Mass Communications social media presence

Goal 1 Entice more students and advisors to visit KU’s booth at the JEA/NSPA Convention in Kansas City

•

Plan for a great eye-catching booth at the JEA/ NSPA Convention in Kansas City

•

Info cards and mail pieces promoting KU leading up to the convention

•

Organize special giveaways to entice people to stop by/talk to representative as well as collect contact information

Diamond Sponsorship $8,500 We reccomend the Diamond Sponsorship level. Listed here is a reminder of what all is included. The star represents our official reccomended options shown and focused throughout our tactics.

Included in Sponsorship Option of One of These Three Options • Printing and delivery of the convention program, which can be provided in-kind. • Convention lanyard for name badges, with sponsor logo printed on the lanyard with NSPA and JEA logos. • Adviser tote bags, with logo featured prominently on the bag design. Booth Size - 40x10 Feet including 8-foot drapery black wall, 3-foot side drape, table and chairs. Promotional Materials Leading Up to Convention • Logo inclusion in all convention promotional emails. • Prominent recognition on the convention website as a Diamond Sponsor, with company logo linked to your website. • Pre-convention sponsor email sent to all attending advisers. Sponsored Live Session Opportunity to lead one on-site training workshop for up to 50 attendees within the exhibit hall. Workshops will be promoted in the convention program, app and social media. Convention-app Advertising Banner ads appear at the top of the menu and throughout the agenda, as well as in the companies and the people sections of the mobile app. Signage and Visibility at the Convention • Logo recognition as a Diamond Sponsor on convention signage. • Two-page spread color advertisement and logo recognition in the printed convention program, distributed to all attendees and speakers. • Logo recognition, descriptive paragraph and direct link to your website on the sponsor page of the convention app. • Banner ad in the convention app. Additional Promotion • Opportunity to submit one promotional item to be inserted in the adviser tote bag. • One pre-convention sponsored tweet sent by the @NHSJC Twitter account, shared by @NSPA and @NationalJEA. Convention Registrations • Four complimentary full-convention registrations per table.

Swag

Sweatshirt

Stress Putty

Quantity: 250 Cost: $3062

Quantity: 700 Cost: $651

Sunglasses

Drawstring Bag

Quantity: 1000 Cost: $1280

Quantity: 1000 Cost: $1800

Putty, sunglasses, and drawstring bag are all free giveaways to anyone who wishes to take one from the booth. The sweatshirt is an exclusive item while supplies last. It is only available to those who provide an email address and name to be contacted by the Journalism School in the future about opportunities and application deadlines.

Eye Catchers (Extra Cost)

360 Camera

Baby Jay

2 Days 4hrs/day Cost: $1920

1 Day 1 hr Cost: $250 + round trip mileage

Snapchat Filter

IPad 9 Givaway

3 Days - $60

Quantity: 2 Cost: $658

Eye Catchers Easily provided by the J-School

Green Screen *Use a J-School green screen to give students the opportunity to jump in the Stauffer-Flint studio from the Convention.

Mini Basketball Hoop *Provides entertainment for attendees, and also pulls more students closer to the KU booth.

Camera Equipment Display equipment that students will have access to through the J-School

Television x3 *Display campus scenery/athletic highlights

In-Tote Giveaway Piece

Included in the Diamond Sponsorship package. All advisors will recieve a postcard in their tote bag enticing them to encourage their students to go to the KU Booth quickly to hand in this card for a free sweatshirt while supplies last.

Booth Layout

*Sized to Estimated Scale

40x10 ft

Camera

Baby Jay

Green Screen

KU Sign

360 Camera

Table W/ Flyers & Merch

KU Pop-A-Shot

Table W/ Camera Equipment

Booth Mockup

*Sized to Estimated Scale

Decor Banner - $195 6ft Table Cloth Quantity: 2 Cost: $336 2 TV LED Lights - $24 Quantity: 2 Cost: $24 *could be provided by the J-School - cost estimate to buy new

At-Booth Printed Pieces

Contact Cards Student Contact Card Quantity: 2000 Cost: $105

Advisor Contact Card Quantity:200 Cost: $20 By providing contact information collection cards, the Journalism School will gain the ability to contact new advisors and students regarding admission to the University of Kansas. In exchange, students and advisors will be able to join the raffle for the chance to win one of two brand new ipads. The Journalism School can utilize this contact information to encourage students to tour KU, connect with advisors about what information their students need to know, and more.

Front

J-School Fast Facts Quantity: 2000 Cost: $110 This informational handout will join the KU Journalism School’s current lineup of promotional materials designed to share strengths of their program. Providing the benefits of the University’s Journalism school as written material will allow for students to share with their parents when they get home, review the information after the convention, and revisit these points at any time.

Back

Tactics Not in Book

•

• •

•

Display video highlights at the convention of rich KU traditions. • Waving the Wheat • Late Night in the Phog • Walking through the Campanile and down the hill during graduation • Chants and fight songs Use the first day’s footage from green screen setup, 360 camera, and pictures with baby jay to advertise the booth for day two of tabling. Provide information about touring KU’s campus and the Journalism school. Use tabling materials effective at conventions past such as pamphlets and brochures to provide tangible information to students and advisors stopping at the booth. Take advantage of all the diamond sponsorship has to offer by submitting sponsor descriptions and advertisements to be placed in the convention app, pre-convention emails, and more. Bring student ambassadors to the convention to represent KU Journalism school from a student perspective. Hand out business cards at the convention for Journalism and KU recruitment faculty.

Goal 2 Increase rural high school students’ interest and awareness of the William Allen White School of Journalism and Mass Communications.

•

Identify and contact underrepresented rural schools that do not have a strong relationship with the J school recruitment team

•

Enable rural high school students and advisors to attend the JEA/NSPA convention in Kansas City

Map of Underrepresented Kansas High Schools 2A–4A

*Schools that are not on KSPA or JEA/ NSPA mailing list

2A High Schools • • • • • • • • • • • • • • • • • • • • • • • • • • •

Northern Heights High School Northeast High School Belle Plaine High School Republic County JR/SR High School Bennington High School Valley Heights Jr-Sr High School Ell-Saline Jr-Sr High Southeast High School Chase County Jr.-Sr. High School Pleasant Ridge High School Elkhart High School Ellinwood High School Erie High School Mission Valley High School Herington High School Holton High School Hutchinson High School West Elk Schools Inman High School Stanton County High School Bluestem High School Wichita County High School Lyndon High School Marion High School McLouth High School Meade High School Medicine Lodge High School

3A High Schools • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

Chaparral Jr/Sr High School Baxter Springs High School Santa Fe Trail High School Cherryvale Senior / Middle School Cimarron High School Columbus Unified High School Concordia JR/SR High School Council Grove Junior Senior High School Douglass High School Eureka Junior & Senior High Fredonia Junior High School Frontenac High School Galena Unified schools 499 Anderson County Jr-Sr High School Southeast of Saline High School Haven High School Hesston High School Hoisington High School Holcomb High School Royal Valley High School Bishop Ward High School Kingman High School Southwestern Heights High School Prairie View High School Lakin High School Larned Senior High School Smoky Valley High School Lyons High School Marysville Jr/Sr High School Minneapolis High Nickerson High School Norton Community High School Heritage Christian Academy Upper School Osage City High School Osawatomie High School Perry-Lecompton High School West Franklin High School Riley County High School Riverton High School Rossville Junior-Senior High School Sabetha High School Scott Community High School Nemaha Central High School Wellsville High School Wichita Collegiate School Trinity Academy

4A High Schools • • • • • • • • • • • • •

Abilene High School Andale High School Labette County High School Clay County Community High School Clearwater High School Hugoton High School Independence High School Parsons Senior High School Tonganoxie High School Hayden Catholic High School Wamego High School Wellington High School Winfield High School

Scholarship Info + Emails

KU Journalism School Convention Grant for Excelling High School Kansas Journalists What

Who

Full entry into JEA/NSPA Convention and two-night stay in Kansas City April 4–6, 2024

1A–4A Unreached Kansas High Schools. One advisor and up to four students. Five schools will be chosen.

Why

Costs

Locate and interact with unreached schools- long-term increase diversity in KU J-School. There are talented students waiting to be pursued by KU.

25 Tickets: $3625 15 Hotel Rooms: $8190 Mailed Pieces: $15 Total: $11,830

Initial communication via email to advisors with application info

Recipient advisors notified with instructions Registration deadline

Scholarship deadline Registration reminder and follow-up

Pump-up email to advisors with extra information

Mailed letter to selected students

JEA/NSPA Convention

Final email with countdown to convention and booth info

Help us give your students the opportunity of a lifetime! Dear ______ (Journalism Advisor) The University of Kansas William Allen White School of Journalism and Mass Communications is looking to offer Kansas High School Students a chance to attend the Spring 2024 Journalism Education Association (JEA) and National Scholastic Press Association (NSPA) National Journalism Convention from April 4-6, 2024 in Kansas City, MO. The grant includes full entry into the three-day conference and a two-night hotel stay. This opportunity will be awarded to 4 students and one educator from five different 4A, 3A, 2A, and 1A Kansas high schools. Grants are limited and distributed on a first-come first-serve basis, so interested parties are advised to apply as soon as possible. To apply, visit the application site. Applications close on January 25, 2024. If selected, further information and instructions will be provided- so stay on the lookout! Please let us know if there are any resources you would like us to send your way to help you and your students learn more about the programs and options available at the University of Kansas or within our school. Rock Chalk,

William Allen White School of Journalism & Mass Communications journalism.ku.edu

KU Journalism School Convention Grant for excelling High School Kansas Journalists In order to be eligible for this grant, students must attend 4A, 3A, 2A and 1A high schools within the state of Kansas and have interest in pursuing a further education in Journalism. Up to 4 students + 1 educator will each receive full entry into the Spring 2024 Journalism Education Association (JEA) and National Scholastic Press Association (NSPA) National Journalism Convention from April 4-6th, 2024 in Kansas City, MO and a two-night hotel stay in the convention’s hotel block. Application deadline is January 25, 2024. Grants are limited and will be distributed on a first come, first served basis until all spots are fulfilled. Only one application per high school.

To apply, please fill out the following information: 1. Name of educator or advisor attending/chaperoning: _____________________ ○ Email: ____________________________ ○ Phone: _____________________________ 2. High School: ________________________________ 3. High school address: ________________________ 4. Full names + addresses of students attending (up to 4): ○ 1. ______________________ ○ 2. ______________________ ○ 3. ______________________ ○ 4. ______________________ 5. Have you ever attended a JEA-NSPA convention? ○ Yes ○ No 6. If yes, when and where did you attend? ○ ____________________________________ 7. Are you/have you ever been a JEA member? If yes, what year(s)?

(Email to scholarship recipients on Feb 1) (High School),

Congratulations! You and your students have been selected to receive a scholarship grant to attend the JEA/NSPA national conference in Kansas City this April on behalf of the University of Kansas! Get ready for an unforgettable journalism experience brought to you by The William Allen White School of Journalism and Mass Communications. To accept this scholarship and register you and your students, visit the website. We encourage you to room girl students together and boy students together. Each chaperone will need to reserve a private room for themselves, too. To cover these expenses, you have two options: 1. Contact KU Accounting Specialist at 785-XXX-XXXX when you are ready to pay and our specialist can provide payment information so you do not have to pay anything out of pocket. We are available 7am-12pm, Monday-Thursdays for this option. 2. Submit a reimbursement for the ﬁnal fees after you have already paid online. This requires you to submit a W9 (for US taxpayers) form and the receipt from your purchase. To pursue this option, email documents to kujournalism@ku.edu. To ensure your spot at the conference, be sure to register by February 15. Questions? Feel free to reach out as we are happy to answer any further questions or concerns you may have. See you soon! Rock Chalk,

(Mailed letter to Students on March 15) (Student),

You’re on your way to the JEA/NSPA national conference in Kansas City! Get ready for an unforgettable journalism experience brought to you by The William Allen White School of Journalism and Mass Communications. The conference is a chance to immerse yourself into the world of journalism and experience the largest gathering of scholastic journalists, advisors and dedicated journalism educators--all in your own backyard. Here at the University of Kansas and inside the walls of Stauffer-Flint Hall, we understand the impact of quality journalism. We recognize that you are full of curiosity and stories just waiting to be shared with the world, and we are here to help you ﬂourish. We’ve got special prizes, rafﬂe drawings, tons of KU Journalism swag to give away and even a couple of special guests waiting for you! Visit us at our booth during the college fair and discover for yourself why you should start your journey to excellence at KU. See you soon!

Rock Chalk,

Tactics Not in Book

•

Cold calling and emailing rural advisors offering to provide resources and materials that can help them present an educational career in Journalism as a viable option. Build relationships with rural schools and districts through continued outreach to yearbook programs and advisors. Visit rural schools with mobile scholarship workshops, presentations about available majors and tracks, and other engaging events. Bring KU Ambassadors and Journalism School Ambassadors to present to current high schoolers about their experience at KU. Bring alumni of rural high schools who currently attend KU into a focus group, interview, or survey and ask what resources may have been helpful to them at the time of applying. Listen carefully to the wants and needs of rural students and advisors, and remember that recruitment is not a one-size-fits-all process! Encourage advisors at the convention from rural areas to take more swag and handouts to bring back to their students who aren’t at the convention. Sponsor a campus visit to KU for a few rural schools with several interested students. Provide transportation and make it memorable! Place emphasis on the vast minors, student organizations, and other activities such as athletics and student life that make up the diverse college experiences of the KU student body. Use information such as low student to faculty ratio, our vast course options and small course sizes, and high rates of career success in graduates to market the school.

Goal 3 Revamp the William Allen White School of Journalism and Mass Communications social media presence

•

Create a more cohesive and consistent social media presence across multiple platforms

•

Designate roles for the management, creation, strategy, and upkeep of content.

•

Create lasting organizational systems to ensure the continued success of social channels.

KU School of Journalism Voicebook

COMMUNITY PASSION TRADITION

Behavior/Language • • • • • •

Inclusive Collaborative but confident Pop culture references Friendly and outgoing Aware and respectful to peoples preferred pronouns Open to trying new things

Interests

Goals

• • • • • • • • •

• • • • •

Open to new opportunities Learning about other cultures Creating digital marketing content Scrolling through TikTok/other social media platforms Attending KU sports events Photography/Videography Keeping up with current events Hands on learning/experiences Participating in KU traditions

• •

Providing education to those interested Recruiting more people to attend KU Continuing to strive for excellence Provide opportunities for current and incoming students Continue to strengthen the KU alumni network system across the globe Provide students with all the tools they need to be successful in the professional world Influsence people from diverse backgrounds to become journalism students Provide study abroad opportunities Gain more national recognition

Motivation

• •

• • • • •

Frustrations

Great relationships between professors and students The endless opportunities handed out #1 Journalism School in Kansas Strong KU alumni network Interactive learning opportunities

• • •

Lack of diversity within the journalism school (predominantely white women) The KU School of Journalism’s lack of social media presence Lack of recruiting staff

Content Calendars Janurary–June

2024

Instagram Facebook Email Paper Mail Notes/Other

Sunday

Monday

Tuesday

Happy New Years post: Asks students for goals for new year: 8am

Announcement that FASFA applications are now open: 8am

Reel tour of J school using trendy “house tour” sound: 8am

Send out an e hype for the g Wednesday Ja

15 Graphics Showcasing Student-Run Media: 8am

Wedn

Send an anno 8am about tha opens @

Reel Showing Famous J-school Alumni “where are they now”: 8am

Send an Ann that Hotel Bo 8a

Student Takeover post pics & reels (whole school day)

Send out an email getting hype for the game today on Tuesday, Jan 20th: 10 a.m.

Post Highl yesterday’s ga to buy ticket gam

January

nesday

Thursday 4

Friday 5

Graphics Showcasing Concentrations: 8am

Send out an email reminder about the upcoming game on Sunday Jan 6th.: 10 a.m.

13 Monday

email getting game today on an 10th: 10 a.m.

Reel Showcasing KU History: 8am

ouncement at at registration @ 12pm ct

Graphics Professor Highlights: 8am

nouncement ooking opens: am

lights from ame with links ts to the next me

Saturday

Send out an email reminder about the upcoming game Monday Jan 22th: 10 a.m.

27 Reel Showing Sport Highlights: 8am

**Instagram posts can also be posted on Facebook

Instagram Facebook Email Paper Mail Notes/Other

Sunday

Monday

Tuesday

6 Reminder to get hype for game day with links to watch the game: 8am

Wedn

7 Hype videos from yesterday’s game: 10am

Campus mini-mic reel: ask about surviving cold months: 1pm

Valentines D students wh about J

Post pretty campus photos with links to register:8am

Send an Ann that Hotel Bo 8a

Post Sport highlights on all platforms: 8am

Student Takeover post pics & reels (whole school day)

Campus mi ask March predictio

February

nesday

Thursday 1

2 Graphics Showcasing Major/Minor Breakdown: 8am

Saturday 3

Post pic of AFH with links to buy tickets for upcoming game day: 8am

Game day reminder, with pics of inside AFH with link to buy last-minute tickets (8

Student Takeover post pics & reels (whole school day)

Send out an email getting hype for the game today on Saturday Feb 10th.: 10 a.m.

Announcement that early bird rates end today : 8am

Post Interactive stories: all day

Game day reminder, with pics of inside AFH with link to buy last-minute tickets: 8 a.m.

Student Sport Media takeover: bball game day: all day

Day post: ask hat they love J school

nouncement ooking opens: a.m.

ini-mic reel: h Madness ons: 1pm

Friday

29 Last call post for hotel booking. (8 a.m.)

**Instagram posts can also be posted on Facebook

Instagram Facebook Email Paper Mail Notes/Other

Sunday

Monday

Tuesday

Game day reminder, with pics of inside Allen Field House, with link to buy last minute tickets: 8 a.m.

Game day hype video, of inside Allen Field House, or students lined up and of the game set up: 8 A.M.

POST: Showcase one of the swag pieces. With pictures of the swag and how it is used. 8 A.M. 17

Show recaps and short video highlights from the Big 12 tournament. HIghlightlight KI performance and students at the games: 9 A.M.

Wedn

JEA convention registration reminder, “Registration closes on March 22.” : 8 A.M.

JEA con registration “Registratio March 22

13 “Tag your fri teachers, ad anyone els coming to the conference w

Hype up our “shinning star” that will be at our booth. Post pictures and different angles: 8 A.M.

Last roll call vention regist forget to sign March 22

Remind students to check and look out for scholarship acceptance letters and emails.

Hype post about the conference. Hyping up those coming to the conference :8 A.M.

Day in the life REEL. Take form/ blog typ students recor their day

March

nesday

nvention n reminder, on closes on 2.” : 8 a.m.

Thursday

**Instagram posts can also be posted on Facebook

7 Instagram REEL of the KUJH-TV people filming and working: 8 A.M.

Friday 1

Post eye catching reminder post about JEA convention: 2 P.M. Hotel booking closes at 6 P.M.

Send out an email reminder about the upcoming game on Monday, March 5: 10 A.M.

Letter with KU and JEA/ NSPA logos on it. “As of March 8, there are only two more weeks to register for the convention... etc...” :9 A.M.

14 Letter with a rundown of the convention weekend, and what to look for at the convention. And advice on what to bring to the convention : 9 A.M.

for JEA contration, “Don’t n up by Friday, 2!”: 8 A.M.

Last roll call for JEA convention registration, “Don’t forget to sign up by Friday, March 22!”: 8 A.M.

Roll call post, “Like this post if you will be joining us at the JEA/NSPA convention on April 4 or 5!” Convention registration ends

e of a student en as a POV pe. One or two rd throughout y: 8 A.M.

28 Letter about the conference, including a KU sticker and (possibly a coupon) that students or advisors can bring to the booth for a special prize: 9 A.M.

iends, family, dvisors, and se you are e JEA/NSPA with!” : 8 A.M.

Saturday

More info about the convention and who will be there representing KU. Last call for student ambassadors who want to come : 9 A.M.

29 Post pictures of students currently in the KU J-School, with a BIO and their fav. things about the J-School: 8 A.M.

Game day hype pictures, supportive and KU spirit pics. Supporting KU basketball away game :8 A.M. 16 Hype up Big 12 tournament and how KU is doing. Pictures and videos: 10 A.M.

23 No post, look at who is attending the conference and other new info.

30 Student-led REEL of touring the Journalism School, showing clips of the amenities and other attributes: 8 A.M.

Instagram Facebook Email Paper Mail Notes/Other

Sunday

Monday 1

Tuesday 2

Wedn 3

No post, make sure everything is prepared and ready for the conference.

Post about the conference asking people to comment on what they are most excited about about the conference: 9 A.M.

Hype up co pictures, an booth feature available at th :9 A

Letter welcoming people to come visit KU and explore our campus: 9 A.M.

A new fresh about me post. About KU and KU journalism. What makes us special? This is for our new followers: 9 A.M.

Recap post w pictures convention an Highlight mo excitemen

16 KU Alum. interview of what they are doing now, what they miss about KU, and their favorite thing about KU J-School: 8 A.M.

24 REEL highli campus and a at KU. Show walking to hanging ou Beach:

15 Ask students and advisors to tag their posts and pictures from the conference with the KU post: 8 A.M.

23 Current J-School student interview, about what they are majoring in and their favorite parts of the KU J-School: 8 A.M.

30 Encouraging post for all students to push through to the end of the semester. “There are only a few weeks left! We got this!” : 8 A.M.

Video about upcoming graduation and KU traditions for graduation. Exciting new students and hyping up graduating students: 8 A.M.

Letter reminding students to look out for scholarship acceptances for the fall :9 A.M.

Make first con new students who gave thei at the conven

April

nesday

onference, nd videos of es that will be he conference A.M.

with multiple from the nd KU’s booth. ovement and nt: 9 A.M.

ntact with the s and advisor ir contact info. ntion: 9 A.M.

ighting KU’s all the beauty wing students o class and ut at Wesco 8 A.M.

Thursday 4

Friday 5

Saturday 6

Recap of the past two days, including our KU info. incase anyone missed our booth: 12 p.m. -----------------------------------JEA/NSPA Conference ----------------------------------

Reminder post to sign up for the mid-conference KU campus tour: 9 A.M.

Post a series of images at the conference from the day before: 10 A.M.

Photo collage from the campus tour and some from the convention: 9 A.M.

Make first contact with the new students and advisor who gave their contact info. at the convention: 9 A.M.

A new fresh about me post. About KU and KU journalism. What makes us special? This is for our new followers: 10 A.M.

REEL Clips from interviewing a KU J-School Alum. about what they are doing now: 8 A.M.

Letter inviting students to come visit and tour KU. Especially those looking to enroll for the coming fall semester: 9 A.M.

Videos and pictures of KU’s dining areas and what student life lunch looks like :10 A.M.

Email reminding students to apply for scholarships for the fall: 8 A.M.

Post asking for convention recommendations for next year: 10 A.M.

REEL Clips from interviewing current J-School students: 8 A.M.

**Instagram posts can also be posted on Facebook

Instagram Facebook Email Paper Mail Notes/Other

Sunday

Monday

Tuesday

Wedn 1

12 COMMENCEMENT! Post about graduating students and the commencement ceremony (8am)

FINALS START Mass email wishing students luck, and providing de-stress methods (7 am)

Post featuring blog about the convention. For followers who didn’t go and wanted to learn more about what the convention (9am)

Reel: Virtual Informal Campus Tour, showcases beauty of campus and scenery (9am)

29 Email inform that summer soon and to s

Interview: J-School student and what they’ve done at KU (9am)

Graphic: Journalism Opportunities as a student in fall that explain different concentrations and job opportunities connected (8am)

May

nesday

ming students r classes start sign up (8am)

Thursday 2

Friday 3

Blog post about the Convention, summarizing all the key takeaways (9 am)

Saturday 4

STOP DAY Email about stop day and ways for students to prepare for finals (8 am)

11 Post about finsihing finals and creating excitement about finishing the year (9 am)

Reel: Students favorite summer spots to study and prepare for finals (9 am)

LAST DAY OF FINALS Motivating Email to students to help them to the finish line (8am)

Instagram post: Iconic Buildings along with the history, and what students use the building (9am)

17 Last day to submit grades! An email reminding students this is the last day to get grades in (8am)

18 Blog post about buildings that surround the campus, along with short descriptions of what the building is used for (8am)

Video/Reel: Showcase Resource Center and all the equipment available for students to use during the school year (10 am)

Blog post discussing all of the available items in the Resource Center, with information on how to check them out (9am)

30 Graphic/Reel: Showcase Student work that was used over the past year for either classes or work (8am)

31 **Instagram posts can also be posted on Facebook

Instagram Facebook Email Paper Mail Notes/Other

Sunday

Monday

Tuesday

Wedn

**Instagram posts can also be posted on Facebook

3 Graphic: Summer Opportunities at KU for students who need work or extra credit hours (9 am)

4 FIRST DAY OF SUMMER CLASSES

5 Post about su starting and th off campus stu

9 Hype Videos from last years athletics (8am)

10 Blog post featuring quotes from the basketball interview (9am)

17 18 19 Reel: Inside the J-school, show- Email informing students that Email about re casing the J-bar, studio, and credit/no credit has begun referring to blo resource center (9am) (9am) page that discus mation

24 Meet the Professors: Short video introducing Professors and what 31 courses they teach (8am)

30 Post: Jayhawks in action: Show J-School alumni in their Field (9 am)

Hype V from las events (

June

nesday

ummer school he resources for udents (8am)

Videos st years (10 am)

Thursday

Friday

Saturday 1 Email explaining things to study over the summer to increase credit hours and stay on task (8am)

6 Email explaining things to study over the summer to increase credit hours and stay on task (8am)

7 Interview with basketball players in the studio on reels (9am)

13 Blog post about best summer spots in Lawrence and the surrounding area (10 am)

esource center, og post and KU sses all the inforn (8am)

Interactive story on KU Instagram asking students what they are most excited to do in Fall (9am)

Post showing the Jschool studio being used by students (8 am)

27 Reel: Showcase Jayhawks around the world, and a brief of what they are currently doing (8am)

22 Blog post about the studio and what classes to take to use the studio (9am)

Example Instagram Posts

ONLY

1 0 DAYS LEFT T O R E G I S T E R F O R J E A / NS PA

Just a reminder Today is the last chance to register for the JEA/NSPA convention.

Decline

Student Spotlight

COURTNEY GOTSKIND “I love KU and its Journalism program because I feel like it is really preparing me for the future and all the professors care about their students achieving great things.”

Student Spotlight Regan Fogle “I love taking my JMC 410 Media Photography class as a senior because it is allowing me to go outside of my comfort zone to discover how to take quality photos.”

Learn about our 4 concentrations 1

Multimedia Journalism

Digital Marketing Communications

Media Arts and Production

Sports Media and Society

Multimedia Journalism Students who choose this concentration graduate ready to work in various media: newspapers and magazines broadcasting digital communications industry.

Media Arts and Production Combines creativity and technology Develops students into: creative media producers storytellers researchers critical thinkers enterprise leaders.

Digital Marketing Communications Graduates from this concentration are equipped for various careers: advertising marketing public relations social media promotions and sales media management.

Sports Media and Society A new concentration that prepares students for careers in sports media, reporting and production marketing public relations Will provide students with connections to local, collegiate, and professional sports markets.

Caption Idea: Sitting at the JBar, tucked in the corner of the Richard C. Clarkson Gallery, you can find our amazing program director for JSchoolTech, Heather Lawrenz and her team. They provide help with students’ projects, adobe programs and applications, and more!

Caption Idea: As you walk into our beautiful William Allen White School of Journalism, you’re greeted by the school’s filming studio where KUJH TV, Good Morning Indian Country, and countless other student media are produced.

Caption Idea: Award winning photographer and KU alumni Greg Gorman visited the Journalism School to showcase his photography and share his empowering career journey with students. Gorman was a journalistic film major here at KU. He now travels around the globe teaching photography skills and techniques. Thank you for joining us, Greg!

Example Blog Post

Journalism Student Creates Diverse Students Association Muzzy went on to describe how the idea for the club had been ruminating for awhile but after interviewing many of her peers, she saw others were also interested in creating the community. “I had had the idea to create a club like the diverse student association for a little bit but then after doing my article that really solidified that it would be something that would help the journalism school,” Muzzy expressed.

This fall, a Journalism student set out to accomplish a new goal: to create a place where all KU Journalism students could feel welcome.

The student organization has held an introductory meeting and a scholarship workshop in November. The organization’s faculty advisor, Patricia Gaston, works closely with the student officers and they are planning more events for next semester. “We will continue to have more events for students to come get together, and have guest speakers. Another thing we’re looking into right now is having a drop in study group for finals at the Journalism school.”

That place? The University of Kansas School of Journalism and Mass Communications’ Diverse Students While Muzzy’s original idea was to have an association or organization specifically Association. for students of color, the club developed Allison Muzzy, Co-President of the as more. According to the organization’s organization, is a second year student social media, they’re a club “focusing on d o u b l e m a j o r i n g i n M u l t i m e d i a community, education and equality.” Journalism and Political Science and said “Our club is for everybody,” Muzzy the idea struck from a class assignment. “For my Media Writing for Audiences proclaimed. “and because it’s for final I did an article about the experiences everybody, anyone can come in and make of POC students in the Journalism friends or connections.” school,” she said.

Job Description

Student Assistant- PR and Digital Marketing Position Overview: The PR and Digital Marketing Student Assistant works with the School of Journalism Faculty to promote, preserve, and enhance the William Allen White School of Journalism by creating and posting written, visual, and video content for the school’s marketing channels. These responsibilities include social media graphics, taking photos at J school events, informational and entertainment based short form video content, updating website copy, and more. Job Description: 60% Content Creation Create, design, and edit digital assets to promote School initiatives and activities for use in various media platforms, including social media, websites, digital newsletters, and other electronic media. Create, design, and manage the production of digital and print publications that document and/or promote the academic and research activities of the School. Meet deadlines, uphold school strategic priorities, and conform to University brand standards. 35% Creative Brainstorming Work with administration, faculty, and staff to develop content calendar and routine posting schedule. Find unique events, stories, and student spotlights from within the Journalism School to highlight. Remain up to date on social media trends, recent happenings within the Journalism school and maintain a strong awareness of KU as a whole. Be the point of contact for creative ideas and student perspectives. 5% Other duties as assigned

Required Qualifications: Actively pursuing a Bachelor's Degree in digital marketing communications or related field Excellent communication skills as evidenced by application materials and interview.

Preferred Qualifications: Experience in photographic and video capture and editing Social media experience in a professional environment Experience in graphic design software Comfortable in front of and behind the camera Involved in KU Journalism school extracurriculars and/or KU student life

Tactics Not in Book

•

• •

•

• • •

Showcase more student voices and daily student life on social media. • Day in the life Instagram Reels • Student takeovers on Instagram Stories • Man-on-the-street interviews in the common spaces of the building • Showcasing recent student work • Internship reviews by students Create short-form video on social media highlighting the campus and facilities. Highlight alumni stories by conducting interviews, surveys, and more. • Film and edit short form and long form videos with alumni. • Write blog posts based on interviews and surveys of alumni. • Feature alumni stories and career updates on social media and in email newsletters. Utilize Instagram features such as polls, question boxes, Quizzes, and more to keep followers engaging with the account. Showcase study abroad experiences, local Lawrence finds, and athletic achievements as selling points for our amazing University. Be more frequent in social media posts across several platforms. Balance content for future and potential students as well as current students Create consistent recurring social media segments. • William Allen Wednesdays showcasing things in the building • Faculty Fridays introducing potential students to professors and staff

Budget Breakdown

Total: $32,501 Rounded: $33,000

Booth & Handouts • • • • • • • • • •

Diamond Sponsorship 360 camera (4 hrs per day) Retractable banner 6-foot tablecloth (2) TV LED Lights (2) Snapchat filter (3-days) Baby Jay (1 hour) Student contact cards (1000) Advisor contact cards (200) J-school info handout (2000)

$8,500 $1,920 $195 $336 $24 $60 $350 $105 $20 $110

Giveaways • • • • •

$658 iPad (2) $1,000 Draw-string bags (1800) $3,062 KU sweatshirts (250) $1,280 Sunglasses (1000) $651 Stress Putty (700)

Scholarship • • •

$3,625 Conference entry (25) $8,190 Hotel rooms (15) $15 Mailed pieces to students (20)

Social Media Intern •

Part-time spring semester student intern(15/hour at 10 hours/week)

$2,400