PR campaign book
HAUENSTEIN
CENTER
mover and shaker (n.) person that make things happen
Campaign: "Mover & Shaker"
Segmentation: GVSU campus
Hien Nguyen CAP 220, 2017
HAUENSTEIN CENTER
Client Fact Sheet Executive Summary
01
Research
02
Campaign plan
03
Communication tool
Secondary research Focus Group report Moderator’s Guide Survey report
Situation Analysis Core problems and opportunities Goal and Objectives Key publics Theme and messages Strategy and Tactics Calendar Budget Evaluation Criteria and Tools
News release Video Poster & Social media
Client Fact Sheet
The Hauenstein Center
401 Fulton St. West, Grand Rapids, MI 49504 Contact: 616-331-2770 hc@gvsu.edu http://hauensteincenter.org
Mission: Inspired by Ralph Hauenstein’s life of leadership and service, the Hauenstein Center for Presidential Studies is dedicated to raising a community of ethical, effective leaders for the twenty-first century. Organization: Director Gleaves Whitney leads a staff of 12. Has program managers in charge of Common Ground Initiative, Cook Leadership Academy and an event planner. Facility: The center is located in Pew Campus of Grand Valley State University, downtown Grand Rapids. Programs: Hauenstein Center hosts three main programs for GVSU students with several events open to the public. The Cook Leadership Academy (CLA) serves to develop leadership to university students. The Wheelhouse Talk (WT) is a sub program of CLA where speakers come and talk about leadership experiences. Common Ground Initiative (CGI) provides talks, debates, seminars, and conferences to promote common ground for the common good. The center also has a book collection about presidential studies that is nationally recognized. Donors: According to the staffs, Hauenstein Center is currently has stable funding from donors. The center receives many sponsors but the largest contributions are $1 million. By 2016, the center received a total of $2.6 million from Ralph Hauenstein and $1 million from local businessman J.C. and wife Tammy Huizenga. Hauenstein Center has a lot of partnerships with GVSU organizations, local and statewide organizations, such as the Gerald R. Ford Presidential Foundation, the Gerald R. Ford Presidential Library and Museum, and the Meijer Foundation Special event: The upcoming Conservative/Progressive Summit from May 04 to May 06, 2017 will assemble over two dozen national thought leaders, progressives, and conservatives alike, for a serious conversation about the shifting political and intellectual terrain of American life.
Executive Summary Mover and shaker About the Hauenstein Center: The Hauenstein Center for Presidential Studies is dedicated to raising a community of ethical, effective leaders for the twenty-first century. Based in GVSU campus, the center offers four programs: Cook Leadership Academy, Wheelhouse Talks, Common Ground Initiative and the book collection of Presidential studies. The center has many partnerships and had invited an impressive list of speakers in the past, but the brand awareness among GVSU students is low. Primary publics: - Current CLA Fellows - CLA Fellows wannabes - Political motivated millennials Campaign goal To increase awareness in GVSU campus about the Hauenstein Center so as to generate public visibility and ensure long term support for the Hauenstein center’s events and CLA program Objectives: - Raise students awareness by 25% by the end of November 2017 - Increase millennial attendants come to speaker events by 15% by the December 2017 - Increase number of people receive newsletters from H.C by 25% by February 2018 Increase hits on “CLA” section on website by 30%, “WT” section by 15% by November 2017 - Increase CLA Fellow applicants by March 2018 Strategy and Tactics: - With the strategy to bring awareness about the Hauenstein Center to GVSU students on campus, the tactics are creating newsletter to inform the publics about events, reaching to on-campus influencers, hosting a themed stand-up comedy night for GVSU students/ local public, sponsoring for "Hamilton" musical performed by GVSU students. - To motivate GVSU students to engage in Hauenstein Center’s various events and programs, we think of the campaign "Mover and Shaker", have a viral video called "A week of a fellow", and a reading news contest to get GVSU students engaged with the center
01 I RESEARCH
Focus Group Report On Sunday, March 19th, 2017, the group A2 in class CAP 220 held a focus group in a library study room and gained valuable insights from participants. The group A2 aimed at gaining responses from participants about The Hauenstein Center for Presidential studies. We gathered 7 participants, 6 were males and 1 was female student. All of them were GVSU undergraduate students from various majors and grades. The focus group lasted about half an hour. This paper reports few highlight opinions from the focus group. Participants were involved in at least one organization on campus, some of them held leadership positions in these organizations, yet, only two out of seven people had heard about the Hauenstein Center. Significantly, one was a fellow in the Cook Leadership Academy (CLA), and one was in a national security class whose professor was Gleeve Whitney-director of the Hauenstein Center. It was obvious that none of the participants heard about the CLA as well, except the two individuals mentioned above. Leadership events were considered to be boring and too common, while events with visual flyers, tangible benefits and personal contacts gain more interest. Three participants reluctantly agreed that it might be helpful to have a leadership academy. They said they had gone to leadership events with speakers before, they thought that these events were boring, all common things that you can only learn over time and not so much that they could learn from. In terms of elements that attract students to go to events, one participant majored in film/video said that good flyer design caught his attention. Another participant said he ignored flyers and emails, it only mattered most when someone talked to him and told him why he should come to the event, because it felt more personal, while flyers are just for everyone. The rest agreed that they only went when they saw instant benefits: fulfill class requirements, events relating to their majors and resume building events. Similarly, students joined organizations for the purpose of the group and stayed for the people in that organization. Most students joined groups if they fit their majors or their hobbies. They stay if they get along well with people in such organizations.
01 I RESEARCH Students enjoyed talking about politics with the right friends and they relied a lot from friends for political information. In terms of knowledge about past presidents in the US history, they thought it was unnecessary to learn, though they were aware of the importance of these knowledge They agreed that people cannot log into social media today without seeing political topics. As a result, people from various majors were interested in political talks, especially political science students. At the end of the focus group, participants were confidence that their political views could change tremendously over time. In conclusion, the focus group result indicated that although these students were quite involved in campus, most of them never heard of the Hauenstein Center. They went to events usually for reasons relating to their classes, their majors and resume building; but they would consider more if they were attracted to visual flyer, or someone talk them to go to the event. Political discussions were quite familiar to participants and political information relied a lot on friends. In all things, participants were confident that their political views can change significantly over time. bout the shifting political and intellectual terrain of American life.
01 I RESEARCH
Moderator’s guide Hello everyone, my name is _____ and I will be the moderator for this focus group. We are here today to talk about your awareness of The Hauenstein Center for Presidential Studies at GVSU. This is a GVSU center that hosts several workshops with outside speakers, has a leadership academy for student leaders, and works towards creating a common ground political initiative. We are conducting this research for the fundamentals of Public Relations course at Grand Valley, and hope to use the findings in order to develop a plan book with ideas of how best the center can increase awareness for the center. I am not here to share information, or to give you opinions as each of your experiences and opinions are what we hope to gather a better understanding of. There are no right or wrong, desirable or undesirable answers. You can disagree with one another, and you can change your mind. Please feel comfortable sharing what you really think, how you really feel, and your personal interpretations or understanding. Stephanie will be taking notes and tape recording the discussion so that we do not miss anything you have to say. Everything is confidential. No one will know who said what. And this is intended to be a group discussion, so feel free to respond to me and to other members in the group without waiting to be called on but be respectful throughout the process. The discussion will last approximately a half hour. Does anyone have any questions before we begin? Presidential Knowledge 1. How much previous knowledge do you have about the men that have currently served as Presidents of the US? 2. Do you think knowing about past presidents’ accomplishments and policies is necessary in order to have successful political agendas in the future? 3. What type of people do you believe are typically concerned with the history behind politics and politicians? Leadership 1. Does anyone know what the Cook Leadership Academy is or have they heard of it before? Did you know it was a facet of the Hauenstein Center? 2. Has anyone or does anyone currently hold any leadership positions within an organization? 3. What do you believe are skills needed to be successful leaders?
01 I RESEARCH 4. What encourages you to take part in an organization, event, or extracurricular? 5. Have you ever thought of mentorship? Common Ground 1. Have you ever gone to any speaker event on campus/outside campus? Please describe your experience. What’s good/bad? Things the host could do better. 2. What kind of element would make you interested to go to a speaker event? 3. What do you think is the most important political issue at the moment? 4. Do you enjoy debating politics with your friends? Do they have similar views to yours? 5. Do you think people’s political views change over their lifetime? 6. How often to you expose yourself to news sources or outlets? Which do you prefer and why? Thank you very much for spending your time with us today- it is very much appreciated and your input has been very helpful.
01 I RESEARCH
Survey report The survey was sent out in March 18th, 2017 and closed in March 27, 2017. We gathered 100 responses from Grand Valley State University students from various majors and class standings. The survey result correlates closely with our focus group result. 48% respondents were in there first or second year, 45% were in their third or fourth, and 7% of them has attended GVSU more than 4 years. (Q4) Majority of respondents were in one to two clubs/organizations on campus, as well as holding leadership positions at the moment or in the past. Yet, this didn't indicate that they would actively join events on campuses. Q4- How many clubs/organizations are you a part of at GVSU?
Q8- How often do you attend GVSU events? i.e. lectures, meetings, seminars, etc 60
70 56
45
42
30 28
15
14
More people knew about CLA than those who knew about the Hauenstein Center, with the difference was 27%. Those who heard of the center mostly heard in class, one heard through email, one has friend worked there, one worked on campus and saw the name in different things, one heard through Student Senate and word of mouth. (Q7, Q12)
5x /s em O ne -tw ic e/ m on th O ne -tw ic e/ w ee M or k e th an 3x /w ee
Le ss
Fi ve
th an
or m or e
Fo ur Th re e-
O ne -T w o
N on e
N ev er
0
0
Q7 - Have you heard of the Cook Leadership Academy before?
Q12 - Have you heard of the Hauenstein Center before? Yes 10% Yes 27%
No 73%
No 90%
01 I RESEARCH Grading in the scale of 1 to 7, where 1 is the most effective, and 7 is the least effective, each platform was determined by its most voted score. In this scale, 3.5 is the average score, therefore, platforms that are more than 3.5 will be considered not very effective/ not influential. (Q9, Q10)
1 Good
7 Bad
3.5
Q9 - How do you typically hear about events that you have attended on campus or off? (1most often, 7- least often)
Q10 - What influences you to attend an event? (1- Large Influence; 7- Small Influence)
1 3 3 5 3 6 6
50
40
20
10
0
Friends Major Class Club/Org Interest Free food Location
30
Student orgs 5 Email 1 Mail 7 Poster 3 Word of mouth 3 Class 4 Tabling 6
s es Ye im et m So o N
Q9. Although focus group participants said they didn't often check email, survey respondents most typical heard about events through email. Poster, once again, was proved to be quite effective to some people, thus, the center should focus on the visual of flyers and the placement.Moreover, the center should have newsletter for students which are visually attractive. (Q9) Similar to the focus group, friend, then major and class and interest were still the biggest influence for students to go to any events. The center should focus on these areas to skew students decisions. (Q10) Respondents didn't always go to events in which their orgs/clubs were parts of. This was why people were involved on campus, but they weren't often go to events or know about the Hauenstein Center. (Q10) Just like focus group, topic about politic was still considered interesting to many students. The center just need to find way to make this more interactive and interesting (Q11)
Q11 - Do you enjoy hearing or talking about politics?
The brand awareness is low, but the brand can improve by having newsletter about their programs, having visual posters and promotional items in good placement, approaching student leaders of clubs/orgs as main influencers, and having events that directly benefit students' majors and classes. It was also suggested that Hauenstein Center can focus on gaining more awareness about CLA, since this program was already more well-known.
01 I RESEARCH
Survey Thank you for agreeing to take part in this survey that measures student awareness about the GVSU Hauenstein Center for Presidential Studies! A group of students in CAP 220 (Fundamentals of Public Relations) course will be gathering your responses in order to develop a plan to increase student awareness of the center in the future. This survey should take less than 10 minutes to complete! 1. How many years have you attended GVSU? This is my first or second year This is my third or fourth year I have attended GVSU for more than four years I do not attend GVSU (Condition: I do not attend GVSU Is Selected. Skip To: Thank you so much for contributing yo....) 2. What are your major(s)/minor(s):__________________________ 3. How many clubs/organizations are you a part of at GVSU? None One-Two Three-Four Five or more Condition: None Is Selected. Skip To: Have you heard of the Cook Leadership.... 4. What organizations are you a part of and what year did you join them? 5. Have you in the past, or do you currently hold any leadership roles? No Yes (please specify) ____________________ 6. Have you heard of the Cook Leadership Academy before? Yes No 7. How often do you attend GVSU events? i.e. lectures, meetings, seminars, etc. Never Less than 5x/semester Once or twice/month Once or twice/week More than 3x/week
01 I RESEARCH
8. How do you typically hear about events that you have attended on campus or off? (1- Most Often; 7- Least Often) ______ Through student organizations ______ E-Mail ______ Mail ______ Posters on campus ______ Word of mouth ______ In class ______ People tabling on campus 9. What influences you to attend an event? (1- Large Influence; 7- Small Influence) ______ A friend is attending . ______ The event is within your field of study. ______ The event fulfills a class requirement. ______ The event has been promoted by an organization you are a part of. ______ You are interested in the topic/speaker. ______ Free food is being offered. ______ Location- the event is on campus as opposed to off campus. 10. Do you enjoy hearing or talking about politics? Yes Sometimes No 11. Have you heard of the Hauenstein Center before? Yes No Condition: No Is Selected. Skip To: Thank you so much for contributing yo.... 12. How did you hear about the Hauenstein Center? E-Mail Mail Word of mouth In class I do not remember Other (please specify)____________________ Thank you so much for contributing your time and energy into taking this survey! We know your time is valuable so we greatly appreciate it!
02 I ACTION
Situation Analysis The Hauenstein Center for Presidential Studies offers 3 main current programs for GVSU campus: Cook Leadership Academy (CLA) The Wheelhouse Talk (WT) Common Ground Initiative (CGI)
S
W
Prestigious CLA followed by testimonials from fellows Stable funding Impressive list of speaker in the past Fellows are successful students in GV Have partnerships that beneficial to students
Low awareness Political events often perceived as dry Website, flyers, social channels currently not visually attracted Past events didn’t reach many young audiences
O Potential target: political science major, CLA fellow wannabes Have more interesting speakers, relatable to college students Host/sponsor events at GV Should be mentioned more Website is changing
T
Lots of event/speaker on campus to compete with Students usually don’t like political events Students oftent thought leadership events or programs are not helpful
02 I ACTION
Core problems If the Hauenstein center does not increase awareness of its skill developing and educational program among GVSU millennials, the center will be unable to support its program, may lose funding, and ultimately miss out on educating GVSU population about leadership and public service.
Goal & Objectives Goal To increase awareness in GVSU campus about the Hauenstein Center so as to generate public visibility and ensure long term support for the Hauenstein center’s events and CLA program
Objectives Raise students awareness by 25% by the end of November 2017 Increase millennial attendants come to speaker events by 15% by the December 2017 Increase number of people receive newsletters from H.C by 25% by February 2018 Increase hits on “CLA” section on website by 30%, “WT” section by 15% by November 2017 Increase CLA Fellow applicants by March 2018
02Â IÂ ACTION
Key Publics Current CLA fellow Current fellows are bright students in the university, many of them hold leader positions in organizations and have large connections. They seek These students are the future of the Hauenstein Center because their development in CLA will inspire more students in GV to join CLA as well as learn about Hauenstein Center. Also, they make up the audience for The Wheelhouse Talk and Common Ground as well. Self-Interest: volunteer, internship, resume building, networking opportunities, events/activities for the organization they lead, influence others, potential future jobs Influentials: professors, peers, Hauenstein Center, mentors at CLA, people in the organization that they lead, clubs, employers.
Fellow wannabe This population learn from campus resources and other student leaders in GV. They concern about self-image so they look for organizations and volunteers opportunities to improve themselves and being recognized for their success. They will eager to learn about CLA, WT and CG Self-interest: involvement in community for personal fulfilment, college credits, volunteer, internship, awards, certifications, leadership, recognitions from the university Influencers: professors, peers, campus life staffs, colleagues, coaches, residence life staffs, clubs, families, university student leaders
Political motivated millennials This population ranged from university students to young professionals who work in GV. They are potential audience of WT and CG.They may or may not in political science field, but they are interested in current political situation and want to make changes to public awareness. Self-interest: college credit, clubs, political news, history, community involvement, service, personal fulfillment Influencers: GV staffs and faculties, organizations, colleagues, competitors, families, friends, employers, political professionals, political leaders
02 I ACTION
Theme & Message Theme: Mover and shaker. (n). person who make things happen “Mover and shaker” is the theme chosen for this campaign. As emerging leader or political interest person, millennial want live to inspire, to lead and make policies that can leave impact in the community. Mover means someone who takes action, a go-getter, and shaker indicates someone who inspire others, change others’ thoughts and actions.
This theme supports our campaign because it represents CLA fellows who strive to become future leaders, Hauenstein Center’s audience who care about country policies that make community a better place. They care or they lead, they shake their minds for new ideas or they move for better changes, these thinkers are people that will make things happen.
This theme make people rethink of the term “leader”- leader are not only people in chief, director or president positions, but leaders are also thinkers and caregivers in our community. Thus, perception of a “leader” should not be limited in common sense and anyone can be the leader in their areas. This theme will encourage college students and young professionals to learn about leadership and the political side of American leadership.
02 I ACTION I am the MOVER “Being a Cook fellow has connected me with all the student leaders around the university as well as leaders in the community – it’s been amazing to see how great leadership can make an impact in our community and in the world,”
Current fellows: Being a fellow, you are recognized as an emerging leader in GVSU. You learn the broader definition of a leader and already reflect leadership qualities in your work and thoughts. Issue: Not many people have opportunities like you had in CLA to grow personally and professionally. Solution: Hauenstein Center bring leadership education and CLA to GVSU campus Make appeal: You want to share your leader’s experience and give back to CLA, now Hauenstein Center gives you that opportunities to share your stories and inspire others.
Fellow wannabes: You want to get the most out of your college experience and gain recognition from your university Issue: you want to be a “mover and shaker” but you don’t know where to start Solution: CLA fellows started small and now they have grown a lot from their experiences at the Hauenstein Center Make appeal: Anyone can be leaders, including YOU. Join our WT to interact with leaders of the community or apply to CLA
Political motivated millennials You think political news are interesting and you want to have more opportunities to learn interact with like-minded people about this Issue: however, you haven’t found any organization to share your interest Solution: H.C brings you events to meet people that share same interest Make appeal: This is an opportunity to mingle with other people who are interest in political interest in a safe space while interacting with professional political scholars.
02 I ACTION
Strategies & Tactics 1. Bring awareness about the Hauenstein Center to GVSU students on campus Create newsletter to inform students about various speaker programs and sponsored events of the center on campus, starting Fall 2017 semester Contact university influentials: Resident Assistant, freshmen programmers, sorority and fraternity on campus to mention Hauenstein Center’s CLA, starting Fall 2017 Have representatives come and introduce the center: certain freshmen programs, US 102 (1 credit class for people to decide their majors), Pi Sigma Alpha (political science fraternity), Sep-Nov 2017 Main sponsor of the award-winning musical “Hamilton” at GVSU theaters, performed by GVSU students. Open to GVSU members and the public. Start announcing in Sep 2017, auditioning Oct, and performing in Feb 2018 Host stand-up comedy night with the theme “What makes a leader?”. Comedians from GVSU and Grand Rapids public. Start announcing Sep 2017, show hosted in mid Nov 2017 2. Motivate GVSU students to engage in Hauenstein Center’s various events and programs Social media campaign “Mover and Shaker” ( a bit similar to “Laker Effect” campaign), where campaign pictures of some alumnus and current CLA fellows talk briefly about their CLA’s experiences, their works and the broad definition of leader. This campaign appears during 2017-2018 school year Video “A week of a fellow” is a less than 2 minute video, shot in first person point of view video technique, portraying what CLA fellow get to do. What shown in the video may include: meeting mentor, speaking at leadership workshop, going to a national conference with other fellows, going to Boston to study for a week and volunteering. Released Oct, 2017 Host “Fall Reading Contest”: This contest encourages students to keep up with the news, learn about the world and be creative. From Sep 2017 to Jan 2018 Two Fridays a month, from September to December, Hauenstein Center will ask the same question on their website “What interested you most in the news today? Why?”. GV students will send response to the piece of news they choose (photo, video, article,etc.). Their responses can be short essay, video, music or any forms (restrictions applied). Winner will be posted in the contest blog and GV homepage; winners of previous week are announced every Tuesday. The news could be anything range from race, politic to Ed Sheeran, bagels and Disney princess; as long as contestants are able to express why you choose the subject. Winning responses should make personal connections to the news; and go beyond that connection to discuss broader questions
02Â IÂ ACTION
Calendar The campaign "Mover and Shaker" is the main theme with 6 other sub activities included to incorporate with this theme. This campaign will last a whole school year 2017-2018 from Aug 2017 to April 2018. This calendar does not include December. This is the final exam and holiday month, there will be no particular promotions and events will appear in this month. The center is still be active with its programs and feeds on social media during this month. The presence of item 2, campaign "Mover and Shaker" is still the same with November
02 I ACTION
Budget
02 I ACTION
Evaluation Objective 1: Raise students awareness by 25% by the end of November 2017 - The center will create an online survey to GVSU students by November 2017 Objective 2: Increase millennial attendants come to speaker events by 15% by the December 2017 - H.C will complete a list of total attendants came to H.C's events by December 2017 - H.C will have the people from the center come to organizations, US 102 and freshmen orientation and talk about the center Objective 3: Increase number of people receive newsletters from H.C by 25% by February 2018 - H.C will compile a list of the email addresses and total newsletters subscribers in February 2017, then collect an updated list in February 2018 - H.C will be tabling at its special events and Campus Life Night Objectives 4: Increase hits on “CLA” section on website by 30%, “WT” section by 15% by November 2017 - H.C uses Google Analytic to track its website traffic, see Youtube analytics to track hits on its Youtube videos Objectives 5: Increase CLA Fellow applicants by March 2018 - H.C will document the number of applications the center received in March 2018 - H.C will track chosen fellows to see if they were newsletter subscribers or ever went to H.C's events
03 I TACTICS
Press Release Media contact: Khader Jabbar The Hauenstein Center Phone: 616-331-2770 Email: jabbarkh@gvsu.edu Winner news readers are honored in exhibition at GVSU Allendale, MI- Jan 28, 2017- The Hauenstein Center at Grand Valley State University will host its first exhibition to honor fall winners of the “What’s in the news” contest starting from Feb 1st, 2017. “What’s in the news: Fall 2017” is a collection of 30 mixed media pieces made by GVSU students, ranges from short essays to videos that answered the question “What’s in the news?”. The exhibition involves a wide range of themes from race, space science, anxiety to bagels and cat memes. During the fall semester of 2017, every Friday, the Hauenstein blog posted the same question “What interested you most in the news today?Why” and invited students to respond through short essays, videos or illustrations. Winners each week will receive gift cards and have their entries posted on GVSU homepage. “What’s in the news” contest have drew 211 entries from GVSU students during the Fall 2017 since its first announcement in September 2017. GVSU student showcased their creativity and knowledge through the news topics they choose and have their entries judged by faculties, students and staffs of Hauenstein Center. Ann O’Keefe, the director assistant of the Hauenstein Center, said the exhibition offers students to a chance to learn about their peers and the news around them: “It's nice to have a competition among peers that leaves space to discuss about various subjects we see in the news while making connection to these knowledge” she said. “We are glad to see Grand Valley students keeping up with the news, making both personal connections to their topics and go beyond that connection to a bigger discussion. The Hauenstein Center is proudly to encourage this type of discussion in GV students” The exhibition will officially debut at Grand Valley from February 1 at the Exhibition Space in the Mary Idema Pew Library at GVSU Allendale. The exhibit will be on display through February 28. About Hauenstein Center The Hauenstein Center for Presidential Studies at Grand Valley State University is an institution that dedicated to raising a community of ethical, effective leaders for the 21st century. The center works to accomplish its mission through Cook Leadership Academy for emerging student leaders at GVSU; and through world class debates and conferences about our roles in solving problems in the community. Find out more in hauensteincenter.org #####
03 I TACTICS
Video Shot in first person point of view video technique,
“A week of a fellow” portrays what CLA
fellow get to do in a week. Why it works: Millennials love storytelling videos with high quality and short length. The technique first person point of view has been widely used, specially in travel videos because this technique make audience feel like they are experiencing themselves. This video is based by the experience of Current fellows, directly target Fellow wannabes, while showing Hauenstein Center’s media effort, bringing more awareness to GVSU students, including Political motivated millennials on GVSU campus
Length: 1:30 to 2 minutes Background sound: fun music, upbeat. Along with voice-over of CLA fellow's testimonials Person wake up, ready for a new day Walk to class. Close the laptop, leave the class Go to the lab, measure things Go to meet your mentor at a company’s conference room. Have job shadow Go to Wheelhouse Talk: sit in the audience seat At networking event: meet lots of people, handshake At Leader workshop: stand up and give speech People clap hands Look at screen, email: your request to go to conference is accepted Packing in duffle bag and getting on airplane Going with friends Taking photos of friends on the way to the conference Laptop screen on the lap, in the dark. Camera turn, see the main character is sitting in a lecture hall Hauenstein Center logo-END ####
Macquarie University. (2015, Mar). Why should I study at Macquarie University? Retrieved from Youtube.com
03 I TACTICS
Social media
#movernshaker
- Hauenstein Center will interview a diverse group of CLA fellows: including alumni fellows and current fellows. These students are from different majors and class standings in order to collect a wide range of testimonials. In each interview, chosen CLA Fellow will have his or her portrait taken professionally, the portrait is for the use of Mover & Shaker campaign poster. Then, Fellow will be asked short interview questions about his/her experience at CLA, his/her thoughts of the word “leader”. Fellow’s answer will be selected and put into campaign’s posters. - Placement: Hanging posters around Allendale and Pew campus. Handling posters and brochures to organizations, professors, departments. Have posters on the slideshow of Hauenstein Center website homepage (3 photos each time, change posters every week) - Production deadline: Nov 10, 2017 - Production quantity: 100
03 IÂ TACTICS
Social media
#movernshaker
The center also use social media platforms to quote the CLA fellows in the campaign, or simply using the hashtags to quote the winner contestant in the reading contest.
Two main platforms should be Facebook and Twitter. While Twitter leans toward reporting an event, a quote, Facebook is more factual based and serves as the main source to exchange information