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Meet the Team Noah Green Head of Accounts Noah is a Senior at Missouri Western majoring in Public Relations and Organizational Communications. He is the lead on the Cronkite project, overseeing deadlines and overall work completed.

Ryan Russell Creative Director Ryan, a Senior with a Gen. Studies major, brings both web and print design expertise to the table.

D’Vonta Richard Lead Research Analyist D’vonta is also a MWSU senior, and a transfer student from Joplin. D’vonta was responsible for all research and surveys related to the project.


Research

Show-Me Solutions prepared preliminary research in order to determine broader concepts regarding the WCM, such as familiarity with Cronkite and willingness to attend an event. Those results are analyzed below. The formation of the programming and planning revolved more around the interview held with the PR dept. because of their specific request to target teachers in order to solicit field trips.


S W O T

-Strong potential for community interest -Use of interactive technology (virtual kiosks) -Former Mayor of Kansas City Kay “Cronkite” Barnes is a relative and will be speaking at the unveiling

-very weak campus awareness -incomplete website -only 2 unveiling events -no clear objective of what this memorial is supposed to accomplished

-MWSU is the host for the memorial, great to have it on campus (can also draw attention to the Spratt Hall) -The “Walter Cronkite” brand is very influential in the U.S. as far as his achievements and contributions to journalism

-Competition between other museums in St. Joseph for tourist attention -Potentially unsuccessful launch promotion and awareness -Possible lack of continued funding for promotion


Walter Cronkite Memorial Survey

Q1 What is your age? Answ ered: 32 Skipped: 0

11-17

18-24

25-31

32-39

40-46

47-53

54+

0%

20%

40%

60%

80%

100%

Answ er Choices

Responses

11-17

3.13%

18-24

59.38%

19

25-31

18.75%

6

32-39

3.13%

1

40-46

6.25%

2

47-53

6.25%

2

54+

3.13%

1

Total

1

32

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Walter Cronkite Memorial Survey

Q2 What is your gender? Answ ered: 32 Skipped: 0

Male

Female

0%

20%

40%

60%

80%

100%

Answ er Choices

Responses

Male

53.13%

17

Female

46.88%

15

Total

32

2 / 11


Walter Cronkite Memorial Survey

Q3 What is the highest level of education you have completed? Answ ered: 32 Skipped: 0 Did not attend/comple te high... High School Some College or Vocational Training College/Univ e rsity Graduate Some Graduate school Graduate School Completion Ph. D Graduation 0%

20%

40%

60%

80%

100%

Answ er Choices

Responses

Did not attend/c omplete high sc hool

0%

0

High Sc hool

9.38%

3

Some College or Voc ational Training

59.38%

19

College/University Graduate

12.50%

4

Some Graduate sc hool

12.50%

4

Graduate Sc hool Completion

3.13%

1

Ph. D Graduation

3.13%

1

Total

32

3 / 11


Walter Cronkite Memorial Survey

Q4 What is your approximate average household income? Answ ered: 32 Skipped: 0

$0-$24,999 $25,000$49,9 99 $50,000$74,9 99 $75,000$99,9 99 $100,000$124 ,999 $125,000$149 ,999 $150,000+

0%

20%

40%

60%

80%

100%

Answ er Choices

Responses

$0-$24,999

25%

$25,000-$49,999

37.50%

12

$50,000-$74,999

28.13%

9

$75,000-$99,999

3.13%

1

$100,000-$124,999

0%

0

$125,000-$149,999

0%

0

$150,000+

6.25%

2

Total

8

32

4 / 11


Walter Cronkite Memorial Survey

Q5 What is your relationship to Missouri Western State University? (Select all that apply) Answ ered: 32 Skipped: 0

Student Parent/Guardi an of a Student Alumni

Donor

Administrator

Faculty

Staff

Volunteer St. Joe Resident/Nati ve 0%

20%

40%

60%

80%

100%

Answ er Choices

Responses

Student

59.38%

19

Parent/Guardian of a Student

12.50%

4

Alumni

28.13%

9

Donor

9.38%

3

Administrator

3.13%

1

Fac ulty

3.13%

1

Staff

9.38%

3

Volunteer

12.50%

4

St. Joe Resident/Native

68.75%

22

Total Respondents: 32

5 / 11


Walter Cronkite Memorial Survey

Q6 Before taking this survey, were you aware that there will be a Walter Cronkite Memorial in Spratt Hall beginning this November? Answ ered: 32 Skipped: 0

Yes

No

0%

20%

40%

60%

80%

100%

Answ er Choices

Responses

Yes

46.88%

15

No

53.13%

17

Total

32

6 / 11


Walter Cronkite Memorial Survey

Q7 If yes, how did you hear about the memorial? Answ ered: 12 Skipped: 20

Word of Mouth

Griffon New s

MWSU Press Releases

0%

20%

40%

60%

80%

100%

Answ er Choices

Responses

Word of Mouth

83.33%

10

Griffon News

16.67%

2

MWSU Press Releases

33.33%

4

Total Respondents: 12

7 / 11


Walter Cronkite Memorial Survey

Q8 Do you know who Walter Cronkite was? Answ ered: 32 Skipped: 0

Yes

No

0%

20%

40%

60%

80%

100%

Answ er Choices

Responses

Yes

71.88%

23

No

28.13%

9

Total

32

8 / 11


Walter Cronkite Memorial Survey

Q9 Did you know that Walter Cronkite (“The most trusted man in America”) was from St. Joseph? Answ ered: 32 Skipped: 0

Yes

No

0%

20%

40%

60%

80%

100%

Answ er Choices

Responses

Yes

46.88%

15

No

53.13%

17

Total

32

9 / 11


Walter Cronkite Memorial Survey

Q10 If an event were hosted to promote the memorial in honor of Walter Cronkite, what is your likelihood of attending? Answ ered: 32 Skipped: 0

Very Likely

Likely

Indifferent

Unlikely

Very Unlikely

0%

20%

40%

60%

80%

100%

Answ er Choices

Responses

Very Likely

3.13%

1

Likely

18.75%

6

Indifferent

25%

8

Unlikely

37.50%

12

Very Unlikely

15.63%

5

Total

32

10 / 11


Walter Cronkite Memorial Survey

Q11 Have you visited Western’s website on the Walter Cronkite Memorial? Answ ered: 32 Skipped: 0

Yes

No

0%

20%

40%

60%

80%

100%

Answ er Choices

Responses

Yes

15.63%

5

No

84.38%

27

Total

32

11 / 11


Objectives

The overarching objectives for the WCM post-launch campaign include increasing awareness of the memorial and driving attendance to it. However, many outreach outlets are being handled by Western’s PR department. ShowMe Solutions has been tasked with developing the WCM’s status as a destination for local field trips. To do this, it is necessary to reach local middle and high schools, particulary subjects such as Journalism, History, English, and Communications. The Show-Me Solutions campaign will target teachers and encourage them to bring students to the WCM on field trips. A secondary objective includes generating a comprehensive field trip package that includes all attractions at Western in order to broaden the field trip base.


A Note on the “Planning and Programming” Section

Show-Me Solutions was tasked with both creating a complete event campaign for academic purposes, as well as working within the confines of a project that is handled almost entirely by Missouri Western’s PR department. In order to present a cohesive product that accomplishes both goals, we’ve included two “Planning and Programming” sections. The first is a far longer plan that tackles a wide-reaching event and includes involvement from students throughout Missouri. The second is far simpler and is designed to accommodate teachers within the St. Joseph School District. We felt that, by offering both plans, the likelihood of introducing a practical idea into usage was far more likely. Feel free to endorse one plan over the other, or a combination of the two.


Walter Cronkite Memorial: Post Launch Planning and Programming I. Planning A. Theme and Message 1. The Walter Cronkite Memorial is a great asset and resource to Missouri Western’s campus and should be utilized for the attraction it is. 2. The Walter Cronkite Memorial will advertise and market to high school classes across the state of Missouri and encourage field trips to the Memorial as Missouri State curriculum includes the Study of Missouri History and Walter Cronkite is a famous Missouri Native. 3. The post launch campaign will emphasize: Walter Cronkite as a famous Missourian as well as Walter Cronkite’s career and contributions to journalism. B. Special Events 1. The major event hosted by at and by the Walter Cronkite Memorial would consist of workshops and presentations directed at High School Juniors and Seniors and taught by students and faculty of the Journalism and Convergent Media departments, as well as some basic on-camera Journalism Tech Tutorials provided by Missouri Western’s Instructional Media Center. 2. This event will be held on Friday, February 14th, 2014 (The day Cronkite retired) in the Walter Cronkite Memorial, with lectures and


Walter Cronkite Memorial: Post Launch Planning and Programming workshops held in various rooms of Spratt Hall including: Spratt 109, 110, 203, 205, Fulkerson Center and The Kemper Recital Hall. 3. The event will cost students $3.00 to attend, which will include a lunch consisting of two slices of single-topping pizza, one brownie and a canned soda or bottled water. 4. Adult staff, chaperones and student workers will be provided with a hospitality room that will be stocked throughout the day with beverages and snacks. 5. The event will go from 10 a.m. until 2 p.m. and will include a onehour break for lunch. 6. The event will be staffed by students from both the Journalism and Convergent Media departments, as well as volunteers from the Missouri Western IMC. C. Media 1. Uncontrolled Media a. Facebook b. Twitter c. Other Social Media (Yelp, Four Square etc‌) 2. Controlled Media a. Emails sent to School Districts. Emails explaining the Walter Cronkite Memorial and its importance to Missouri students will be sent out monthly


Walter Cronkite Memorial: Post Launch Planning and Programming (on the first of the month) to every school district in the State of Missouri (461 School Districts).

Email explaining Walter Cronkite Memorial Workshop Event sent to all Missouri School Districts each month until event in February.

b. Press Release Sent to: KQTV St. Joseph News Press St. Joseph Radio Stations Griffon News St. Joe Live Magazine

c. Direct invitations (Informational Flyer) Informational Flyer sent to every School District explaining Walter Cronkite Memorial Workshop event for high school Juniors and Senior set out at beginning of December 2013. d. Advertisement on Missouri Western Website as well as on the Walter Cronkite Memorial website.

D. Effective Communication and Event Reservations


Walter Cronkite Memorial: Post Launch Planning and Programming 1. All emailed materials will insist on reservations for admittance of a school group to the Walter Cronkite Memorial throughout the year.

3. All schools attending the Walter Cronkite Memorial Workshop event must RSVP by the end of February 1, 2014. The Flyer will state that a maximum of 20 students from each school may attend the event, and the first 500 students to sign up are guaranteed a place at the event. Payment for the Walter Cronkite Memorial Workshop event must be received via check or money order no later that February 7, 2014.

D. Timeline MONTH

ACTIVITY

PRESICE DATE

December

Send Walter Cronkite

December 1-3, 2013

Memorial Email to Missouri School Districts December

Send out Mailed Flyers to

December 1-3, 2013

Missouri School Districts December

Reserve Spratt Hall, as well

December 1-3, 2013

as Fulkerson Center, for February 14th, 2014. December

Meet with all Organizations

December 7-10,

involved to explain event in

2013


Walter Cronkite Memorial: Post Launch Planning and Programming detail

December

Ask Faculty of Journalism,

December 7-10

Convergent Media and IMC Team to present at Workshop Event.

February

Send Walter Cronkite

February 1-3, 2014

Memorial Email to Missouri School Districts February

Send Reminder Email

February 1-3, 2014

reminder to Missouri Schools about Walter Cronkite Memorial Workshop. February

Collect and Double Check all

February 7, 2014

Reservations and Tally total number of Responses for Walter Cronkite Memorial Workshop. February

Contact Aramark through Western Catering Services

February 7, 2014


Walter Cronkite Memorial: Post Launch Planning and Programming and Submit order February

Contact all campus

February 10-11,

organizations involved to

2014

debrief on event and set schedule. February

Set Up Event Facilities

February 14, 8:00 AM

February

February

Walter Cronkite Memorial

February 14

Workshop Event

10:00AM – 2:00PM

Walter Cronkite Memorial

February 14

Workshop Event –Tear down

2:30PM– 4:30PM

and Clean up

March

Send Walter Cronkite

March 1-3, 2014

Memorial Email to Missouri School Districts

April

Send Walter Cronkite

April 1-3, 2014

Memorial Email to Missouri School Districts

May

Send Walter Cronkite

May 1-3, 2014


Walter Cronkite Memorial: Post Launch Planning and Programming Memorial Email to Missouri School Districts

E. Budget $3,000 to Spend ESTIMATED BUDGET Printing

PRICE

500 Color Flyers through Vista Print

$230

500 Printed Envelopes Through Campus Printing

$55

Postage for 500 Letters VIA USPS

$123.35

Venue

PRICE

Spratt

FREE

Fulkerson

FREE

FOOD

PRICE

Pizza Lunch (Aramark) Per Person

$5.82 X500

$2,910

Coffee (Aramark) Per Gallon

$9.77 X3

$29.31

Jumbo Muffins (Aramark) per Dozen

$8.46 X4

$33.84


Walter Cronkite Memorial: Post Launch Planning and Programming Bagles W/ Cream Cheese (Aramark) per Dozen

$10.09 X2

16” Pizza (Aramark 2 topping)

$20.18 $13.19

X3 16” Pizza (Aramark 1 topping)

$39.57 $10.99

X3 Assorted Cookies (Aramark) Per Dozen

$32.97 $6.61

X5 Iced Tea (Aramark) Per Gallon

$33.05 $8.73

X4 Lemonade (Aramark) Per Gallon

$34.92 $8.21

X3

$24.63

MISC.

PRICE

Social Media Promo

FREE

Liability Insurance (eventhelper.com)

$169.74

TOTAL

$3736.53

STUDENT TICKETS FOR WORKSHOP ($3Each)

-$1,500

TOTAL:

$2236.53

ENDING BALANCE

$763.47


Walter Cronkite Memorial: Post Launch Planning and Programming F. Budget Narrative. The majority of the budget will be used to advertise and host the Walter Cronkite Memorial workshop event. We will have color flyers printed and sent to Missouri Western’s Campus, where we will have envelopes printed and addressed to all of the school districts in the state of Missouri. Once the event hits, we are covered on our venue as we are using Spratt and Fulkerson on Missouri Western’s campus. Our other major budgeting comes for lunch for our student guests, where they will be required to pay $3.00 for a pizza lunch provided by Aramark and Western Catering. We will also have a hospitality suite set up for our school sponsors, chaperones and bus drivers, as well as Student and Faculty workers. Our marketing will all be free, as it is either Social Media or Electronic based. I have allowed for insurance to be calculated into our budget and we are still $763.47 in the black, so that money can be set aside for incidentals/ emergency costs that may accrue.

G. Crisis Management Options a. The facilities are currently open for the dates requested, so those should be available. However, if for some reason the facilities are


Walter Cronkite Memorial: Post Launch Planning and Programming out of order, another venue on campus could easily be selected and used. b. The event will be staffed by Students in the Journalism and Convergent Media departments. If enough workers are not able to attend the event, then we would ask Missouri Western’s Fraternities and Sororities to work with us for recognition within our event. c. If attendance is well below our 500 student maximum, then we will either lower the price of admission to better accommodate more students or open the maximum number from each school to a larger quota. d. If paper marketing seems to be an issue then we will rely strictly on electronic advertising and double our email and social media efforts.


The Walter Cronkite Memorial: Public Relations Campaign Planning & Programming Alternate Version Show-Me Soultions


Themes and Messages:

Action Plan:

The overarching objec- Show-Me Solutions will develop invitations for a tives for the WCM post- teacher open house event at the WCM, which will be launch campaign include sent to all middle school and high school Journalism, increasing awareness of English, Communications, and History teachers in the memorial and driving attendance to it. Howev- the St. Joseph School District. Show-Me Solutions will er, many outreach out- also design informational packets for the teachers at lets are being handled by the open house, and will design teacher guidebooks for field trips. Western’s PR department. Show-Me Solutions has been tasked with developing the WCM’s status as a destination for local field trips. To do this, it is necessary to reach local middle and high schools, particularly subjects such as Journalism, History, English, and Communications. The Show-Me Solutions campaign will target teachers and encourage them to bring students to the WCM on field trips. A secondary objective includes generating a comprehensive field trip package that includes Special Events: all attractions at Western in order to broaden the The special event consists of a teacher open house that field trip base.

will showcase the WCM as a resource for teachers in educating their students. Informational packets will also be distributed at the open house; they will describe the curriculum developed around the WCM, as well as other possible field trip attractions at Western. This event will take place on Tuesday, April 15, at 4:00 p.m.


Media: Due to the relatively small target audience of this campaign, no uncontrolled media will be utilized. As far as controlled media is concerned, the only usage will be print invitations to the event, as well as email invitations to Western’s SJSD staff contact list. Print invitations will only be delivered to the targeted teachers due to their expense, while the emails can be sent to anyone in the district due to the minimal effort required to distribute.

Program Timeline: Design completed for invitations February 1st Info packets designed February 15th Invitations printed March 1st Invitations distributed March 15th Invitation Email composed March 20th Info packets printed March 31st Make arrangements for refreshments April 1st

Effective Communication:

Email Invitations sent out April 1st Teacher guidebooks designed April 10th

To ensure effective communication, informational packets will be distributed to teachers at the open house. These packets will outline the curriculum surrounding the WCM, as well as other potential field trip attractions at Western.

Reminder Email sent outApril 11th Open House April 15th Campaign Evaluation April 30th


Estimated Budget: The campaign was given a budget between $2,000 and $3,000, pending approval. In an effort to avoid unnecessary expenditures, we have designed our campaign at an even lower price point, considering the large amount of money already being spent on the promotion of the WCM through traditional advertising and tourism outlets.

Print materials -Invitations to open house - $150 Informational packets for teachers at open house - $300 Teacher guidebooks for field trips encompassing curriculum (design cost only; printed as needed) - $50 Event -Refreshments - $300 Miscellaneous/Unexpected Costs - $200 TOTAL -- $1,000

Implementation: The plan presented could be implemented by either Show-Me Solutions or a team comprised of students in the Spring 2014 “PR Practices” class. Also, Missouri Western’s Public Relations department could oversee and execute as much of the plan as they deem necessary.


Evaluation No matter which campaign plan is chosen, evaluation of the campaign will be primarily based on the event’s attendance. Since social media is not playing a key role in either event, it will not be used as an evaluation tool. The campaign’s success will also be determined by responses to a teacher questionnaire that could be sent out after completion of the campaign’s main event. The questionnaire could assess the events strengths and weaknesses, in addition to information regarding the likelihood that the teacher could plan a field trip there. On this project, the ultimate measure of success will be in the long-term results: how many field trips actually come through the Walter Cronkite Memorial over time.

Walter Cronkite Memorial Campaign  

A post-launch public relations campaign on the Walter Cronkite Memorial, dedicated at Missouri Western State University.

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