Awareness and Efficiency Media Commons ADV 410: Spring 2015 Katrina Olson Nicole Abrahamson, Miranda Coello, Joe Langhenry, Anastasia Peters May 11, 2015
Table of Contents Executive Summary…………………………………….……...……………..………………….………..…………...2 Statement of Principles/Philosophy……………..…………………………………..…………………………….………2 Summary of Organization………………..…………………………………………..…..……………….....................3-4 Situation Analysis………………………………………………………….…….…………………..…...……….......5 Target Market Analysis…………………………………………………………….…………………………..……..…….6 Strategic Recommendations………………………………………………….………………………………..…..….7 Message Recommendations…………………………………………………….……………………….……..……..8 Schedule…………………….………………………………….……………………………………....…...9 Budget…………………………………………….………………………………………………….……10 Evaluation Plan………………………………………………………………………….………………….…..……...10
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Executive Summary The Media Commons initiative is a beneficial resource for UIUC students and faculty but is immensely lacking in public awareness and overall knowledge of the services and technology they provide. We know how much traffic Media Commons would receive if they were to restrategize their public relations and advertising efforts and so we have devised a plan that does exactly that. If more of the public knew about the availability of the Media Commons, both parties would benefit. Students and faculty would produce better academic and personal work utilizing the service, and Media Commons would be able to provide what they set out to in 2013. Our public relations plan promotes awareness, ease of use, and knowledge of Media Commons to students and faculty of UIUC, in all departments and majors. Implementation of our public relations plan for Media Commons involves an increase of awareness in all of publics by May 2016. By creating a stronger social media presence and hosting Media Commons demonstrations, we hope to build an engaging and educational relationship with all students and faculty at UIUC. Seminars and tours will present relevant professors with the opportunity to utilize Media Commons for media-related assignments. The plan’s elimination of pre-rental paperwork and shortening the reservation period will contribute to bettering the convenience of Media Commons which will attract more people to their service. Our plan’s combination of digital, personal, and logistical tactics will position Media Commons as a program that is both accessible and beneficial to all of its publics.
Statement of Principles/Philosophy We believe that Public Relations has the power to build and enhance long-term relationships between the UIUC Media Commons and its various publics. We have created a step-by-step program that utilizes research and communications efforts in order to develop an effective plan that will achieve our goals and objectives for our client. As PR practitioners, we want to increase awareness, acceptance, and action of the UIUC Media Commons in the minds of its major publics. We believe that doing this will benefit the program by giving them more support from students as well as a presence on campus as a leading technology and support initiative. Our philosophy is that we hope to allow publics to see the UIUC Media Commons as a full-service technology and support system catered toward students, faculty, and staff of the Illinois campus, and for them to understand the resources and commitment that the program has to their publics success. In addition, we want to educate the publics on the importance of technology in modern day higher education as a tool to innovation and creativity.
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Summary of Organization HISTORY AND INTERNAL ENVIRONMENT The Media Commons is a partnership between The Library and CITES with support from the Library IT student fee program at the University of Illinois at Urbana-Champaign. Created by Eric Kurt and Jake Matz, Media Commons opened in March 2013 as a place for future technology needs of students. There were originally two workers and now it is two workers and three student workers. It appeared there was not a place like this on campus yet. They started out with calculators and continued and continued to add more technology. They are located on the Northeast side of the upper level of the Undergraduate Library. Media Commons provides opportunities for both students and faculty at UIUC to use emerging technologies and learn more about specific tools. They offer loanable technology to their publics as well as space for students and faculty to “create, disseminate, use, and curate digital media.” Media Commons technology ranges from laptops, cameras, and microphones to video/audio recording studios and gaming systems; all for academic and personal use. MISSION: The mission of Media Commons is to meet the need for broad access to media creation tools, information technology, training in multimedia hardware and software, and instruction in media literacy. Additionally, to provide accessible technology and efficient support for related programs to campus students, faculty, and staff. STRENGTHS: The Media Commons is extremely available to all students and faculty who wish to use their services. They have a wide range of technology tools for all levels of expertise and adequate tech space for people to utilize, adhering to an organized schedule. The location of the Media Commons is central as it is on the Main Quad at the Undergraduate Library. Additionally, the products are free for use when brought back in a timely manner. The services are open for any major to use unlike other college resources. WEAKNESSES: There is little to no campus awareness currently for the Media Commons among its publics. Many people do not know their location in the UGL or the services that they provide. They do not have any type of follow up survey users to comment on their experience with the technology. Additionally, the turnaround for the tools can be slow at times. You have to plan ahead if you want to schedule a time to use their tech space and there is not enough technology for every student on campus to use at the same time. PUBLIC PERCEPTION: ● Although the Media Commons offers a lot of quality tools and services, the public is unaware of them which means they do not receive much recognition for what they do. Signage for the Media Commons in the UGL is limited, making it hard for people to realize that they are separate from other UGL resources. ● Most people see the space that is The Media Commons and see it as “the part of the library with all the computers.” In reality, it is an entire resource for students and faculty to use as they wish, when they need it. ● If people are aware of The Media Commons, it is not their first choice for technology use. Many times when students have media-related projects, they will use their own technology (laptops, iPhones, tablets, etc.) for convenience reasons.
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EXTERNAL ENVIRONMENT OPPORTUNITIES: The Media Commons has a significant opportunity to increase awareness on campus for its publics including information about their: ● Times of service ● Range of technology ● Range of expertise level tools ● Technology space ● Academic and personal use With increased awareness, The Media Commons will be able to better achieve their goal of providing students and faculty with loanable technology. Right now the opportunity is there, but people do not take advantage of it because they do not know it exists. Many academic and personal projects could be better produced with the help of Media Commons tools. The Media Commons also has an opportunity to educate their publics in technology. If awareness is elevated, then Media Commons will be a driving force in making more technology-literate people. THREATS: The location of The Media Commons is both a benefit and a threat. The undergraduate library is a central location that most students spend much of their time at, but it blends in with the UGL and many people are unable to make any distinction between the UGL resources and The Media Commons. Publics do not know where their space of service begins and ends which means they are more cautious about approaching them and using them. COMPETITORS: Media Commons’ competition include the College of Media department, Art and Design department, personal technology, and individual libraries on campus.
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Situation Analysis The Media Commons faces many challenges that need to be addressed by improving communication with its publics and the university and also creating a strategic plan to increase awareness of the program. Problems: 1. Originating in March 2013, the Media Commons is a new establishment on campus and shares space with the Undergraduate Library (UGL). These factors hinder the program’s awareness to its current and potential publics. 2. Their use of publicity and advertising is minimal and not advantageous to their program because platforms like their social media pages are ran by UGL staff, checkout counters are not largely labeled, and other college departments may have their own checkout center suitable for specific majors. Most publicity is through word-of-mouth. 3. Many students find it tedious and time-consuming to fill out paperwork for their rental procedures. Also, to be able to rent out the studio rooms, students must fill out a form and submit it 4 days prior to the date requested. This makes the rooms difficult for students to use on short notice. Background Information: The Media Commons allows rentals for equipment and spaces including‌ - Loanable Technology - Cameras (equipment and accessories) - Presentation Equipment (speakers, projectors, iClicker sets, etc.) - Gaming and Media Devices (iPads, Nintendo DSs, Playstation equipment, DVD, VCR, Portable CD player, Laser Disc players, etc.) - Calculators (Texas Instrument, etc.) - Data Storage and Retrieval (external hard drives, etc.) - Adapters and Cables (equipment accessories, etc.) - Video Production Studio (full camera set-up, lighting, and green screen availability) - Staff assistance available - Audio Production Studio (full sound booth, recording studio, software, etc.) - Software Tutorials available - Staff assistance available - Media Commons Editing stations (Adobe Suite CS6, Final Cut Pro, etc.) While they provide all these available resources, all related publics are not aware of what the Media Commons actually is and what they do, or have a small understanding of what they provide. Importance of Situation: The unfamiliarity of the Media Commons program prohibits their publics from utilizing the university resources that pertain to a wide variety of majors and projects. By increasing their advertising strategies through campus, the Media Commons can increase foot traffic and effectively provide services to all students, staff, and faculty.
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Target Market Analysis In order for the PR plan to be successful, identification of the Media Commons key publics is vital. Establishing and understanding these publics will create a solidified strategy targeted exclusively to the program. 1.
University of Illinois Students Level of Awareness: Latent - the majority of the UIUC students are unaware of the Media Commons. Those aware may not know the specifics to the resources available or how they can use the equipment and support related to their specific major and classes. Demographics/Psychographics: Ages 18-22. Do not have much expendable income available to them. Involved in classes, clubs, jobs, and other various activities. First time they are experiencing this level of independence in their lives. They are working towards a Bachelor’s degree in a specified concentration of their choice. Wants/Needs/Expectations: Convenience is important to them since time management is not something that they excel at. Want a higher education to lead to a future career. Online electronic vehicles is the first place for information about various topics. Media Habits: Active with social media platforms (Facebook, Twitter, Instagram, LinkedIn, etc.) and general tech know-how. Streaming services (Netflix, Spotify, etc.) are used more than standard services (TV, Radio, etc.).
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University of Illinois Faculty and Staff Level of Awareness: Apathetic - depends on which department they are related to. Those aware may advertise and require Media Commons usage in projects. Demographics/Psychographics: Ages 30-55. Involved in a professorship or research on campus related to their classwork and interests. Wants/Needs/Expectations: Have high expectations of professionalism and quality from the students that they teach. Determine an environment suitable for learning and growth. Media Habits: Many primarily use online news sources, but some still use traditional media as their primary source of information. All faculty have an online presence with email.
Current Position The majority of the publics are in the latent stage of awareness or are unaware of the Media Commons and do not know the advantages of the program’s equipment and services.
Desired Position For all of the University of Illinois students, faculty, and staff, the Media Commons will be a prime resource of technological support and equipment, and an ecosystem of digital innovation and creativity.
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Strategic Recommendations Overall mission: Our PR mission is to focus on awareness of the Media Commons as an all-service technology equipment rental program and support system for all University students, faculty and staff. Goal 1: Raise overall awareness across all publics of the Media Commons program. Publics: UIUC students, faculty, and staff Objectives 1: Raise awareness through student and campus publics by May 2016. Strategy 1: Utilize social media to raise awareness of the program’s existence. Tactics 1: We recommend using Facebook and Twitter as the program’s main social media platforms for quick access to University students, faculty and staff. By updating these platforms and connecting with other relevant campus pages, Media Commons can inform of new products, services, and scheduling for studios, etc. Most campus students own a Facebook page and use them daily, so this would give them direct and easy access to their publics. Tactic 2: Host periodic presentations and demonstrations available to students interested in technology usage. Strategy 2: Communicate with relevant professors and faculty about the Media Commons benefits to their classwork and students. Tactics 1: Present a seminar about the Media Commons and all of its benefits to different departments across the University. Equipment demonstrations and studio tutorial videos can show specific advantages for using the program. The founders of the program will be the best possible presenters because of their detailed expertise and understanding of the program. Tactics 2: Facility tours can be available upon request for instructors. This will show where the Media Commons specifically is, how the rental system is used, and any software or studio spaces needed. Student staff or program directors can be lead these tours to give a friendly and supportive feel to the program. Goal 2: Make the Media Commons program more convenient and easier to use. Publics: UIUC students, faculty, and staff Objectives 1: Develop an easier and convenient rental system by the Fall 2015 academic year. Strategy 1: Eliminate the amount of paperwork used for each rental system. Tactics 1: Allow students to fill out rental paperwork agreement once at the beginning of each semester instead of every time they want to rent equipment. This will make renting equipment much less of a hassle and encourage students to continue to use the Media Commons multiple times. Strategy 2: Make the reservation system for the audio and video studios more convenient and less complicated Tactic 1: Allow for online reservation of audio and video studios. This will allow students to reserve a room anywhere they want when they previously had to go to the library to do so. This is much more convenient for students juggling a busy schedule. Tactic 2: Shorten the 4-day reservation wait period to 2 days. Many students do not plan very far in advance. Shortening the wait period will discourage less people from trying to reserve a production studio.
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Message Recommendations Spokesperson: Phyllis Wise, Chancellor of the University of Illinois, would be a smart and beneficial choice of spokesperson for Media Commons. Wise has obtained her B.A, M.A and PhD, and has held a plethora of leadership positions in higher education at a variety of universities. She is extremely accomplished, has contributed to major scientific research and has been greatly awarded for her work in academia. Today, she is an impactful and respected figure on our campus who students and faculty would listen to regarding her opinion on Media Commons. Chancellor Wise should be the chosen spokesperson because she embodies the necessary level of credibility, charisma and control. Her credentials are well known to all students and faculty of the Champaign community and she is an undoubtedly trustworthy source. She has experience with public speaking and being the “face” of organizations/initiatives and will be able to talk truthfully and professionally about what Media Commons offers. Chancellor Wise is also familiar to the public and has easy availability because she already works at UIUC and resides in Champaign. Regarding control, Chancellor Wise has authority and power over the audience that she has already asserted in numerous ways in her position. Because Chancellor Wise communicates with students and faculty most often by e-mail, this will be the method of giving the message. Wise will be able to efficiently and effectively announce support and recommendation of Media Commons via a mass email. Appeal 1: One appeal of her message will be rational. This will be effective because it will encourage students to use the technology available to them. It will focus on Media Commons accessibility, utility, and how it can function in many aspects of the university. Our rational message appeal will also show that there is no cost to use these resources which provides an incentive for student usage. Appeal 2: Additionally, an emotional appeal can be utilized in Chancellor Wise’s message. This will be effective because it will appeal to the emotions of stress and relaxation. Wise can address how students and faculty can become overwhelmed by midterms and finals and propose Media Commons a solution to this and an academic aid. She can explain how Media Commons provides technology and a helpful staff that makes the user experience less stressful and give you peace of mind. Primary Verbal Message: The University of Illinois Media Commons is dedicated to providing all students with a diverse range of high-quality loanable technology for academic and personal use in a supportive and efficient atmosphere. Equipment ranges from cameras, video cameras, tripods, editing software, video and audio recording studios, and more. Prior knowledge of the equipment and programs is not necessary prior to use. The Media Commons offers loanable technology for collaboration and research that supports the educated ideas of students in all majors and concentrations. Media Commons services are available for both academic and personal use. Non-verbal Message: Nonverbal messages will include the Media Commons logo as seen on their website, as well as the UIUC blocked “I” letter that is well known around campus and recognizes the fact that Media Commons is directly involved with the university.
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Schedule June 2015
June 1st-30th: ● Update social media accounts ● Revise rental and loan schedule to make it more convenient
July 2015
July 1st-31st ● Begin facility tours for prospective students
August 2015
August 1st-31st: ● Hold Seminar for faculty explaining the benefits of the Media Commons ● Phyllis Wise gives speech to endorse Media Commons ● Implement revised rental and studio reservation system
September 2015
September 1st-30th: ● Continue to update social media accounts ● Check website for errors
October 2015
October 1st-31st: ● Host a “Media Week” incorporating the Media Commons technology and free inhouse tutorials of equipment
November 2015
November 1st-30th: ● Show students the perks of media for student holiday weeks and equipment as creative outlets
December 2015
December 1st-31st: ● Host event for students to help prepare for finals and utilize Media Commons technology
January 2016
January 1st-31st: ● Hold Seminar for faculty explaining the benefits of the Media Commons for new semester
February 2016
February 1st-29th: ● Continue to update social media accounts ● Check website for errors
March 2016
March 1st-31st: ● Continue to update social media accounts ● Check website for errors
April 2016
April 1st-30th: ● Hold Seminar to remind students of benefits that are offered during finals
May 2016
May 1st-31st: ● Evaluate PR plan and any awareness surveys conducted with all publics
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Budget This Media Commons plan will not require a large amount of funds in order to be accomplished. Additional equipment will be required based on the demand and frequency of usage. Additional work hours for employees would require funds because of our plans to host seminars for teachers, conduct presentations and demonstrations for students, and develop of an online reservation system for the production studios. Otherwise, social media and traditional word-of-mouth advertising will be free of charge to create awareness of the program.
Evaluation Plan We recommend the program utilize pre/post surveys, social media analytics, and measurement of usage across publics to evaluate the implementation of the various strategies in our public relations plan. All surveys will not be long to keep with the convenience factor of the plan and participants of the email survey will be entered into a prize drawing to encourage feedback. Evaluation by these measures will help to grow Media Commons and adjust their services as they see necessary. It also strengthens the relationship between the organization and the publics by giving them a chance to have their input be heard. Goal 1: Raise overall awareness across all publics of the Media Commons program. Evaluation Method 1: Conduct pre/post surveys on the different publics to measure the awareness of the program through students, faculty and staff on the University campus and their involvement in the program. Evaluation Method 2: Analyze the social media platforms involvement from publics (i.e. likes, followers, tags, pins, comments, shares, etc.). Evaluation Method 3: Track with each rental the class and professor the rental patron is using the equipment or studios for to see results of classroom use and professor advertising of the program. Goal 2: Make the Media Commons program more convenient and easier to use. Evaluation Method 1: We will measure the amount of rentals and reservations and compare them to previous semesters’. This will show if more people are using the Media Commons. Evaluation Method 2: Send surveys to Media Commons users via email and ask them several questions about the convenience and usability of the Media Commons.
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