Studio One Season 50 Marketing Plan Table of contents Studio One marketing team bios
Executive summary Product review Alumni
Telecast market review
Secondary audience SWOT
Goals and strategies
Studio One marketing team bios Richelle Ballenger Student Marketing Director & Tour Guide
Chelsy Grover E-news writer & Social Media Producer
Richelle Ballenger brings experience to Studio One as a returning member of the marketing team. This season, she will be working as the student marketing director throughout the week and tour guide during the live show.
Chelsy just joined the marketing team and is currently a greeter/ photographer, social media producer, and E-news writer. She has been a sports reporter and weather reporter for Studio One. She received the Studio One Recognition of Excellence award last semester for her work in Studio One. She is also a member of the Delta Gamma sorority.
As a member of the National Honor Society, a People to People Student Ambassador and a Girl Scout for over fifteen years, Ballenger brings a variety of leadership skills to the marketing team. She has been awarded the Bronze and Silver Award by the Girl Scout organization and has participated in international educational adventures.
Chelsy loves sports whether she is playing or watching them. She also loves to be active by running or biking. During the summer, she enjoys boating, water skiing, and tubing.
She is also the recipient of the Mark Carlson Community Journalism Scholarship, James Kertz Scholarship, and the Thomas Deats Memorial Award for Excellence. In addition, she was awarded first place for her Studio One enewsletter submission to the North Dakota Professional Communicators contest. Ballenger is currently a senior at UND working toward a B.A. in communication with an emphasis in public relations and journalism and a minor in political science. When she is not working or studying, Richelle enjoys reading, relaxing with her husband, and taking care of their fresh and salt water aquariums.
Chelsea Hay E-news writer & Digital Communications Team
Nick Johnson Audience Development Team & Tour Guide
Chelsea Hay is on the Studio One marketing team working as an ENews writer.
Nick Johnson is a member of the marketing staff at Studio One. This is his 2nd semester at Studio One and he is currently in his 4th year at the University of North Dakota and is working on completing a major in marketing and minors in Spanish and international business. He is a 2009 graduate of Buffalo High School. Nick has worked in a variety of settings including a plastic fabrication plant and in the UND Chemistry Department.
During show day she will promote content as a member of the digital communications team. She will draw from her past experiences to provide new insights to the team. She studied abroad in Torino, Italy last semester. She also served as the Alpha Chi Omega sorority Vice President of Membership Development.
Chelsea has previously interned for College Lifestyles online magazine and has worked at Town and Country Club in St. Paul, Minn. as a food and service manager. Currently, she serves as the Mortar Board Senior Honor Society Social Coordinator. She was raised in Minneapolis, Minn. and plans on graduating this spring. Chelsea is majoring in communication with minors in psychology and geography.
At Studio One, Nickâ€™s responsibilities include working as a member of the marketing team promoting the show and helping to develop a marketing plan for the semester. He also helps develop the Season Summary. He will bring experience to the marketing team being in his 2nd semester with the program. On show days, he works as a tour guide.
He enjoys hanging out with friends and playing hockey in his spare time.
Kelly Kiernan Audience Development Team & Green Room
Kyle Kohns News Release Writer & Tour Guide
Kelly Kiernan is in her first semester as a marketing intern at Studio One. She is responsible for developing a live audience for show days and works with guests in the green room during live shows. She is currently a senior at the University of North Dakota pursing a B.A.A in Marketing and will be graduating in May. Throughout her academic career she has been on the Deanâ€™s List and received the J.H. Bosard Academic Scholarship. She graduated from Buffalo High School in 2009.
Kyle Kohns is currently an intern at Studio One working as a news release writer and a tour guide on show day. She is a senior at the University of North Dakota majoring in management and enjoys taking marketing classes.
Before interning at Studio One, Kyle was the captain of the University of North Dakota Menâ€™s Hockey Cheer Team. This was the start to her involvement on campus. She is an active member in Alpha Phi Sorority, Management Club, and is a yoga instructor at the UND Wellness Center. Staying active on campus and involved in many organizations helps her relate to people in the community.
Kelly brings an array of experiences to Studio One. She was a part of her high school newspaper for three years where she was a features and opinions editor. She was also a photograph editor for her high school yearbook where she received first place recognition at Taylor Publishing yearbook camp.
Recently Kyle studied abroad in Europe. Her experience gave her a new perspective. This helps her to think in a diverse way when developing creative ideas for Studio One.
When Kelly is not busy with school, work, and being an intern, she enjoys crafting, spending time with her friends and traveling with her family.
Hayley Kuntz News Release Writer & Green Room
Tyler Olson Audience Development Team & Digital Communications Team
Hayley Kuntz is a Grand Forks native and senior at UND. She brings enthusiasm and experience to Studio One as a returning member of the marketing team. In past semesters Hayley enjoyed her positions as a tour guide, audience development team member, media producer and E-News writer.
Tyler Olson will market the Studio One program through his roles on the audience development and digital communication teams. He is a senior at the University of North Dakota working towards a major in communication with an emphasis in advertising and a minor in political science.
This semester she is excited to take on the responsibility of news release writing and green room attendant. Hayley is majoring in communication with a minor in graphic design technology at UND and plans to pursue a career in advertising or public relations after graduation.
Tyler has worked on advertising campaigns in the past, including an initiative within the Communication Program to raise the number of applicants for Communication Scholarships, which was successful as the group rose applicants by 15%. He is the winner of the 2012-13 Mick Simmons Scholarship. This scholarship is awarded to a student committed to a career in advertising.
In her spare time away from schoolwork and Studio One she enjoys dabbling in photography, spending quality time with her nieces, and keeping up with the drama of the reality TV franchise Real Housewives.
His first two years at UND he worked as a professional salesperson. He also worked as an advertising representative at the Dakota Student newspaper his junior year.
Molly Price Audience Development Team & Digital Communications Team
Molly Price is from Burnsville, Minn. and is a senior at the University of North Dakota. She is studying business marketing and is very excited to be one of Studio Oneâ€™s newest members on the marketing team. While she is not interning at Studio One, Molly spends much of her time with her friends, especially her sorority sisters. She is a member of Alpha Phi and has learned many life-lessons and made lifelong friendships that have shaped her time here at UND. Molly also recently got a job serving at JL Beers and is looking forward to working there for the school year. In addition to her work and social life, she spends many hours of the week studying at Gamble Hall to keep up with the busy academic schedule of the business school.
After school, Molly plans on finding a job in the marketing field. Some areas she is currently interested in are sales, advertising, or marketing for a professional sports team. She would love to travel around the world. No matter where life takes her, she is excited to see what the future holds.
Executive summary Team dynamic
Studio Oneâ€™s 50th season marketing team is comprised of nine interns: three marketing interns returning from previous semesters, one intern who worked previously as a weather and sports reporter and five new additions to the team.
The interns on the team come from marketing and communication backgrounds. Through these educational backgrounds, the team will be able use research and recruitment tactics that will better reach the target audience. This seasonâ€™s team dynamic also brings new opportunities to the group through the new interns. Their perspective and ideas for the program allow the team to look at marketing efforts that may not have been tried before.
This year Studio One is celebrating its 25th anniversary. The important milestone in the projectâ€™s history will be used as the theme for this season. The program has established a successful history and provides an opportunity for students to be part of a longstanding, professional program. Utilizing the newly designed 25 year logo on promotional and informational items, as well as throughout the show, will promote brand recognition. The 25 year logo will also often be seen with the University of North Dakota (UND) logo to promote a larger brand awareness of Studio One as a UND program.
A key concept for the marketing team this season is research. Being able to better understand the target and secondary audiences and what they expect from Studio One, as an internship program and a news show, creates the ability to better capitalize on marketing tactics. Research will include two surveys directed at the target audience. The first survey was sent out through the UND student body president Logan Fletcher. This survey allowed the marketing team to gain perspective about Studio One from a wide range of students. The second survey was sent out through the UND communication program listserve. The purpose of the Communication Program survey was to understand how students who are likely to apply for internships perceive the program. Another form of research the team will use is analytics from Facebook, YouTube and the Studio One website. The team will monitor the number of Twitter followers and Blogger analytics. This year Bitly analytics will be used to find out how people are sharing, watching, or interacting with Studio One content. Bitly allows users to see how people interacted with links.
Focusing on research and how the team can better evaluate the behaviors of people interacting with the program will provide valuable information for this and future seasons.
Product review | show
Studio One is a television program produced by students and staff at the University of North Dakota. Studio One is located in the Skalicky Tech Incubator on the UND campus. Interns produce news, sports, weather, entertainment stories and a guest segment for the hour-long, weekly show. The television program has a similar format to the other morning news shows. Studio One can be seen all across the U.S. as well as in southern Manitoba. Individual interns and the program have received 619 awards since its beginning in 1987 and the program has almost 800 alumni. This year Studio One celebrates its 25th anniversary.
10 1997 - Studio One began producing shows from the new building, where it remains today. Interns produced the program in the fall of 1997.
1996 - The Television Center moved to a newly constructed building, the Rural Technology Center (now called the Skalicky Tech Incubator). The new building offered a larger studio, 4 edit suites, spacious meeting rooms and connectivity to a studio in an adjacent building.
1991- The second logo was used during the open of the show. This 2nd logo was developed by Lucy Ganje, who was a faculty member in the School of Communication. She worked with us and provided leadership to our graphics team. Lucy created several versions of the logo and the staff selected the one we now use.
1990- The show expands to an hour-long format.
1987 -Studio One is launched on February 5. The program was produced in Robertson Hall. The first Studio One logo was designed by Chuck Crummy. He was a graphic artist at the campus media center. The number 1 was painted on paper with a thick brush and black ink.
2002- The program celebrates its 15year anniversary. The 3rd logo was designed by program alumna, Michelle Walters.
2012 – The 25 year logo is designed by Stephanie Flyger. It was released on July 25. The program has nearly 800 alumni and 619 regional and national awards for both program and student work. Production Control receives a major update. Flat screen panels replaced the monitor wall.
2009 – The Television Center purchases HD cameras for students to use. The Television Center also officially launches a Capital Campaign to help raise money for a building addition, technology upgrades and student scholarships.
2007- The program reaches its 20th year of productions. The 20 year logo was designed by program alumna Lynda Kenney. Lynda is an Assistant Professor at The University of North Dakota.
Studio One milestones – 25 years
Product review | internship
Studio One gives UND students a chance to get hands on experience. Interns can learn about how to write a script, edit a story, work a camera, market a television show, build weather graphic, and the production it takes to put together a television program. Below illustrates how many hours it takes between the teams produce a one, hour long weekly production. Hours were generated with the help of Lori Shafer, Studio One Internship Coordinator.
Weekly Hours to Produce Studio 1
Job News Reporter
# of positions
Asst News Dir
Electronic Graphic Designer Graphics Director
Studio One has almost 800 alumni across the globe. Former interns are spread nationwide and they occupy over a dozen countries. These locations were determined through the Studio One alumni database. This map will be a useful tool for recruitment. Potential interns may be interested in the location of our alumni and possible networking opportunities.
Studio One alumni in the US
AK AL AR AZ CA CO DC FL
5 2 1 11 17 27 2 10
GA IA ID IL IN KS LA MA
2 4 4 9 2 3 1 5
MD ME MI MN MO MT NC NE
ND NJ NM NV NY OH OK OR
4 1 4 207 3 4 3 3 12
228 1 1 3 5 3 2 4
PA SD TN TX VA WA WI WY
2 11 2 10 4 15 15 2
Studio One alumni around the world
Australia Belarus Canada England France Japan
2 1 9 1 1 1
Kazakhstan Korea Norway Russia Sri Lanka Taiwan
1 1 42 2 1 1
Telecast market review
The marketing team uses telecast market data to see what regions Studio One currently covers and to identify potential new markets. This data was gathered by contacting existing Studio One markets and getting their potential viewership counts. The marketing team looks to further expand the already broad market.
Studio One is financially supported through underwriters. The actual statistics help in showing the underwriters the existing market and where the potential markets can be and may motivate their support.
Potential Market Growth
The Studio One marketing team recruits University of North Dakota students for internships. That makes internâ€™s hometowns a promising new market, for both families and future students. Studio One would benefit from looking into regions that the University of North Dakota is recruiting in for new markets. The West Coast is a promising region to market towards because of the high enrollment numbers compared to other areas. The data below shows the enrollment data by area at the University of North Dakota. Enrollment data from the University of North Dakota 2012-2013 Student Body Profile:
*Minnesota and Canada are already included in Other States and Other Countries, not counted twice. **Data from Student Enrollment Distribution Report for fall 2011. West Coast includes WA, OR, CA, AZ. Already included in Other States.
Telecast market review | markets North Dakota markets Bismarck-Mandan: Dakota Media Access Bismarck, ND – Channel 12 Dickinson: Consolidated Telcom Dickinson, ND – Channel 18 City of Fargo Fargo, ND – Channel 99 Prairie Public Television • All of North Dakota, most of Western MN from MB border to 50 miles below Wahpeton, ND. East as far as Roseau in the North and Alexandria in the South. • About 490 miles into Eastern Montana. Also most of Southern MB including Winnipeg and Brandon and a small part of Saskatchewan. Channel 13.1 Dakota Central Telecommunications Jamestown, ND – Channel 17 Minot State University: KMSU Minot, ND – Channel 19 Northwest Communications Cooperative Ray, ND – Channel 17 Oakes High School SRCTC – Oakes Oakes, ND – Channel TBA The Replay Channel Jamestown, ND – Channel 10 Out-of-state markets Cable Channel 19: DCTV – 17 Colorado Springs, CO – Channel 19
Monday @ 5pm
Monday @ 5pm and 7pm Tuesday @ 7:30pm Thursday @ 2pm Saturday @ 6am
Monday – Friday @ 12pm Monday @ 2pm Tuesday @ 3pm Monday – Friday @ 6pm Wednesday @ 7pm TBA
Friday @ 5pm Saturday @ 4pm Sunday @ 7pm Monday @ 11am
Deproduction: denverevolution Denver, CO – Channel TBA Metro Cable Network Minneapolis, MN – Channel 6 Suburban Community Channels White Bear Lake, MN – Channel 18 Herndon Community Television Herndon, VA – Channel 23 and 28 TCCTV Whitehall, WI – Channel 18 MI Community Media WBRW TV Washington, MI – Channel 6 St. Paul Network Neighborhood St. Paul, MN – Channel 15
Wednesday @ 10:30am Thursday @ 10:30am TBA Tuesday @ 8am Friday @ 12:30pm TBA TBA
Monday @ 6pm Tuesday @ 1am and 11am
Grand Forks 52,631* Minot 42,485*
White Bear Lake 350,000 Washington 19,080*
Dickinson 18,499* Bismarck 29,000 Denver 130,000
(Households) Minneapolis 650,000 Whitehall 7,000
Oakes 8,000 St. Paul 52,000
Colorado Springs 76,000
Legend Current Markets Prairie Public
Canadian Markets Brandon, Manitoba
*Population from 2011 United States Census Bureau **Viewers, not by household. *** Population taken from the 2011 Canadian Census Profile, www.statcan.gc.ca
Studio One has two primary target audiences: 1. The UND community, which are students that can be recruited for our internship program. 2. The Grand Forks community, which are members throughout the region that view our show and also come to be a part of our live audience.
To better capture and understand the Studio One’s target audience, the marketing team constructed their own marketing research by creating a survey and distributed it electronically to students on campus. The surveys three primary objectives were to see what student’s attitudes were towards internships, to see the overall awareness of Studio One, and to see what social media is used most among students. After collecting the data from our surveys we found that the top three qualities that students are looking for in an internship are: hands-on experience - with 84 percent of students; networking opportunities - with 47 percent of students; and well-qualified mentors - with 44 percent of students.
Studio One is focusing its’ target market on recruiting students from UND that are of freshman, sophomore, and junior status. According to UND Student Body Profile, there are 14,697 students that attend the University of North Dakota. Of these students, 7,899 are included in our target market for internship recruitment. That means that 53.75 percent of the total UND student body meets our age criteria.
The marketing teams’ objective is to recuit students early on in their college careers, this will allow for students to participate in Studio One’s internships for several semesters. The marketing team will focus on basic level essential studies classes in order to recruit younger students.
School Status of New Studio One Spring 2012 Applicants Freshman, 12%
Senior, 20% Sophomore , 16% Junior , 52% Information to produce graph used from Studio One Spring 2012 Applicant Profile
Studio One has six teams: marketing, production, programming, graphics, news and weather. Most applicants of Studio One are pursuing majors in communication, marketing, graphic design and atmospheric science.
Majors of New Studio One Spring 2012 Applicants
Atmospheric Sciences, 4%
Graphic Design, 17%
Information to produce graph used from Studio One Spring 2012 Applicant Profile
Based on the Student Body Survey, research shows that 44 percent of students think that an internship is very important during their college career and only 7 percent of students thought that it was not important. The chart below illustrates what social media sources students at UND use daily.
Social Media That Students Use Daily
80 70 60 50 40 30 20 10 0
Information used from Student Body survey from Season 50
Grand Forks community
The Grand Forks Community includes college and high school students. This audience is an important element to Studio One because these students could be interested in an internship with Studio One in the future. This audience also watches the show and may be a part of our live audience on show days.
The graph below illustrates how community members of Grand Forks found out about Studio One. This data shows that Studio One is most successful in their face-to-face communications for promoting Studio One to community members: 46 percent of people found out about Studio One from friends, 29 percent found out about the program from high school tours and 20 percent found out from a family member currently working on the project. Production Audience
Graph used from Studio One Season 49 Audience Development survey
A secondary audience is an audience that may have influence over others. Our secondary audience may watch our show, or apply for an internship in the future. We must be consistently aware of these audiences; however, we are not always in touch with them. We do not expect anything from these audiences such as meeting deadlines, but we want to keep them informed on upcoming show content, intern accomplishments (i.e. hometown news releases) and certain events that may be of interest to this audience.
The reason for the interest in these demographics is due to the nature of our broadcast. It has national appeal and provides professional news and we feel these age groups would best represent who is watching our show. Below are the demographics of communities that have access to our show.
Viewers 18-65, Viewers 65+, Average Household Size
Some cable channels only know the number of households that their channel reaches. We looked at the average number of people per household in secondary markets to get an accurate number of possible viewers.
North Dakota markets: •
Bismarck, ND o 18-64 – 39,980 – 63.8% o 65+ - 9,650 – 15.4% o Average Household Size – 2.18 Mandan, ND o 18-64 – 11,641 – 62.9% o 65+ - 2,442 – 13.2% o Average Household Size – 2.41 Dickinson, ND o 18-64 – 11,636 – 62.9% o 65+ - 2,978 – 16.1% o Average Household Size – 2.3 Fargo, ND o 18-64 – 75,681 – 70.5% o 65+ - 10,842 – 10.1% o Average Household Size – 2.08
Jamestown, ND o 18-64 – 9,702 – 63% o 65+ - 2,664 – 17.3% o Average Household Size – 2.12 Minot, ND o 18-64 – 27,148 – 63.9% o 65+ - 6,372 – 15% o Average Household Size – 2.22 Ray, ND o 18-64 – 327 – 55.2% o 65+ - 97 – 16.3% o Average Household Size – 2.14 Oaks, ND o 18-64 – 872 – 46% o 65+ - 447 – 24% o Average Household Size – 2.19
Out-of-state markets: •
Brandon, Manitoba o 18-64 – N/A o 65+ - N/A o Average Household Size – 2.3 Winnipeg o 18-64 - 400,275 – 54.8% o 65+ - 102,850 – 14% o Average Household Size – N/A White Bear Lake, MN o 18-64 – 14,814 – 61.5% o 65+ - 4,046 – 16.8% o Average Household Size – 2.26 St. Paul, MN o 18-64 – 190,087 – 66% o 65+ - 25,960 – 9% o Average Household Size – 2.44 Minneapolis, MN o 18-64 – 278,406 – 71.8% o 65+ - 31,020 – 8% o Average Household Size – 2.17 21
Citations: o o o
Herndon, VA o 18-64 – 16,523 – 69.7% o 65+ - 1,232 – 5.2% o Average Household Size – 2.72 Whitehall, WI o 18-64 – 772 – 49.5% o 65+ - 307 – 19.7% o Average Household Size – 2.24 Romeo, MI o 18-64 – 1,923 – 53.4% o 65+ - 551 – 15.3% o Average Household Size – 2.36 Denver, CO o 18-64 – 422,198 – 68.1% o 65+ - 64,476 – 10.4% o Average Household Size – 2.23 Colorado Springs, CO o 18-64 – 273,315 – 64.1% o 65+ - 46,476 – 10.9% o Average Household Size – 2.45 http://quickfacts.census.gov/qfd/index.html http://www.city-data.com/canada/Brandon-City.html http://www12.statcan.gc.ca/census-recensement/2011/as-sa/fogs-spg/Facts-cma-eng.cfm?LANG=Eng&GK=CMA&GC=602
Secondary audience | underwriters
Our underwriters as a secondary audience are important because they support the television show through financial means. It is important to stay in touch with them in order to continue receiving their support. Closed-Captioning Underwriters: • Listen Center • NDAD • Options
Underwriters: • Center for Innovation • Clinical Lab Science • Graduate School • School of Engineering and Mines • School of Medicine and Health Sciences • Women’s Center • College of Business and Public Administration • UND College of Nursing - Million Hearts Campaign
A SWOT analysis is an in-depth look at factors that impact the program by identifying strengths, weaknesses, opportunities and threats of an organization. Determining Studio One’s SWOT aids the marketing team in the development of the goals and strategies for the program’s 50th season.
The marketing team received feedback from students through a UND campus-wide survey. The 111 survey participants represented a wide range of majors and academic levels. Their responses are represented with marketing team input in the following SWOT analysis.
The responsibility of the marketing team is to increase internship applications and expand viewership. A complete understanding of the SWOT analysis is vital in tailoring our public relations and marketing strategies to meet team expectations.
Strengths are internal attributes of the program that are beneficial, advantageous, and can be controlled by the program itself. The individual strengths of Studio One are categorized in this SWOT analysis as either beneficial to recruitment efforts or valuable to both recruitment and the show. The Internship •
• • • •
Professional o Professionalism lends itself to potential interns who want a high-quality experience. o A quality show illustrates to viewers that Studio One is a program that can be taken seriously. o The quality of the content gives students examples for their portfolios. Internships o Many University students are looking for internship opportunities. o Taking Studio One for credit is an option for students but since we can’t guarantee that we can give them credit this functions as an opportunity in our SWOT analysis. Options of different teams o We offer a diverse selection of internship opportunities for students. Accept all majors o We are open to all student applicants. Competitive o The competitive application process helps in recruiting interns that are genuinely interested in the project and have a pro-active attitude. Freshmen orientation o The marketing team had an information booth during freshmen orientation. o Some marketing team members were able to introduce the idea of Studio One to new students in a variety of majors. Student-produced o Many students are looking for hands-on experience and having the show studentproduced appeals to potential applicants.
Camaraderie o Working with a team offers small-group interaction and produces close-knit relationships. o Since teamwork is also a skill most employers look for in job candidates, Studio One interns are given the opportunity to learn marketable skills. Once a week o A weekly show format allows for a high quality product and flexibility for students who have busy schedules.
The Program • •
25 years o The fact that Studio One has been in production for 25 years shows credibility to both viewers and potential interns. Involvement o Our show highlights events on campus and in the community. This shows that we are active participants who are interested in campus life as well as the city of Grand Forks. Our show also focuses on telling individual’s stories. o Being involved is a quality interns are searching for and Studio One interns are in the public eye and are involved with the community. National appeal o Our stories have national appeal, which helps us engage our secondary audience. Industry standard o The standard of equipment makes for a high quality program, which is beneficial when sharing the show. o Students work with industry standard equipment. The equipment and studio is valued at around $1.5 million. Alumni network o Nearly 800 alumni have worked with the program. This allows students the opportunity to network and learn about potential career opportunities through alumni. o Alumni also offer strong support for the show through their ongoing involvement.
Unlike threats, weaknesses are internal vulnerabilities that an organization has control over. Understanding our weaknesses will make us aware of what we need to focus on for this semester. The internship •
Unpaid o Studio One has unpaid positions. Students may feel that their free time is better spent if they are also getting paid. • Time commitment o Between work and school students may not have the time to fully commit to an extensive internship. • Limited amount of interns o The program offers a limited number of positions. Studio One could be missing out on quality students. • Separation between the teams o Due to the busy schedules of the different teams, we sometimes fail to understand what each group does on a weekly basis, which can cause lack of communication between interns. The program • •
No summer shows/breaks between semesters o Viewers cannot consistently watch the show. Content type o Studio One provides professional show content once a week. This limits what type of stories the program can cover. Our show may not appeal to viewers interested in breaking news or reality TV shows.
Opportunities in a SWOT analysis are external factors that the marketing team can use to better recruit audience members for live show days and to reach potential interns. The marketing team has no control over these factors.
The internship • • • • •
• • •
More incoming students o This year the student body has reached record enrollment. This allows for more potential applicants and to form larger live studio audiences. Networking with alumni o Interns at Studio One have the opportunity to network with different alumni, from various countries. Connecting with communities through live shows o Our show has national appeal and allows for our secondary audiences to be engaged in show content based on the types of stories we produce each week. Faculty o Some UND faculty members are supportive of the show. They may help to promote the show or offer extra credit to their students for attending a live show. Academic credit o Interns at Studio One have the opportunity to receive UND credits by completing their internship. In order to be eligible to receive credit, students must be in good academic standing and obtain department approval. Reaching high school students and letting them know about UND and Studio One o We have the opportunity to inform high schools early about all that UND has to offer and the variety of programs they can be involved in, such as Studio One. Engaging younger students Freshmen may have already learned about Studio One during freshman orientation. This allows for the marketing team to better capture these students when promoting the show and may help recruit potential interns for future semesters.
The program •
Social Media o The marketing team is looking for new and creative ways to engage target/secondary audiences through social media. Facebook Twitter Instagram LinkedIn Potential Market Growth o The marketing team can search for additional markets that are seeking programming with national appeal. Our show currently plays on community channels across the Midwest as well as in Denver and Colorado Springs, Colorado, the Minneapolis Metro area, and select markets in Virginia, Michigan, Wisconsin and southern Manitoba.
Studio One’s location on campus
Studio Oneâ€™s location is close to resident halls so we have the opportunity to invite and have students attend a show. Awareness of Studio One and overall attitudes of internships o The marketing team surveyed students on campus through an online survey. These results show the opportunity the program has to tap into behaviors in relation to internships desired, how they heard about the Studio One program and their use of social media. The results came from the survey sent to the UND student body. There were 90 student responses. o
What social media do you use daily?* Facebook
Twitter Pinterest Instagram Linked-In YouTube Google+ Other
37 30 15 5 30 11 4
44% 35% 18% 6% 35% 13% 5%
Have you heard of Studio One?* Yes No I'm not sure
65 21 3
72% 23% 3%
If yes, how have you heard about the program?* Print advertisements (table tents, posters, handouts, etc.)
Friend Class presentations Radio Booths on campus Memorial Union display case Email Faculty or staff Internet (social media, YouTube, website) I haven't heard about the program Other
19 12 5 29 23 20 7 9 11 3
24% 15% 6% 37% 29% 26% 9% 12% 14% 4%
How important do you think an internship is during your college career?*
not important very important 1 - not important 2 3 4 5 - very important
6 5 18 20 40
7% 6% 20% 22% 44%
If you plan on applying for an internship, what top three qualities would you look for?* Hands-on experience Networking opportunities Well-qualified mentors
74 42 39
83% 47% 44%
* Survey results from the fall 2012 UND Studio One Internship Research Survey. There were 90 student responses.
A threat is defined as any external factor outside the control of an organization that is harmful in achieving their objective. The internship •
• • • • •
Location o Studio One’s location is on the furthest end of campus. It can make it difficult for students who do not have access to a car. o Students also don’t travel past the building daily. No “School of Communication” - Program vs. School o UND’s Communication program is not recognized as a “School of Communication.” Other universities have accredited “Schools of Communication” that draw more students who wish to work in the communication and television industry. Other internships are paid o Many students need a part-time job while attending school. They may be more likely to take a paid internship over an unpaid so they can afford to go to school. Student’s don’t know about the internship o Not all students have been reached through Studio Ones on-campus presentations or print advertisements. o Some just are not interested. Students don’t think or are unaware they must have an internship to graduate. o Our research shows that almost 19% of Communication majors don’t think they need an internship, and another 5% are not sure. o The student body (considering all majors) shows that 40.44% believe they do not need an internship, and another 26.29% are not sure. Students may change majors o Students who start in the science majors may never have heard of Studio One until they change majors later on in their college career. Think that Studio One is just for TV o Some students think that Studio One is just for students interested in a career in television or communication majors. Other Broadcasts o Students may have the opportunity to work with other media organizations on campus and in the community. Faculty has limited knowledge of the Studio One program o Some UND faculty are not aware of the benefits Studio One has to offer, resulting in faculty not speaking of Studio One to students. Fearful of Rejection o Students may have the fear of being rejected from Studio One, this might diminish potential applications.
The program •
Audiences are shifting away from watching television shows on TV o Viewer trends show a decline in television viewership and increase in other forms of media. 30
Nielson Studies Shows Viewership Trends
Goals and strategies
The marketing team looked at information form the SWOT analysis to help develop goals and strategies. Goals are specific measurable amounts that can be evaluated. Strategies are ways the team will work to accomplish goals.
Recruitment goals o Our goal is to have 70 applicants apply for various internship positions. There will be eight booths set up in strategic locations and times on campus. The Marketing Team will be presenting to 40 different classrooms, especially targeting more freshman and undecided majors in essential studies classes. Advertising Studio One on the radio will be done four times, including two AM spots and two PM spots to reach a wide range of target audiences. In the resident dining halls there will be three separate occasions where table tents will be encouraging students to apply. Advertisements including posters, flyers, electronic billboards on TVs across campus. One display case in the Memorial Union promoting Studio One. Our Studio One T-shirts will display our 25th anniversary logo. A Facebook Campaign will be used until the internship deadline, marketing toward our target audience. In the Homecoming Parade there will be a Studio One float to help recruit students before the application deadline. The marketing team is ordering pocket jotters to hand out during booths on campus. Audience development o Our goal is to have at least 10 audience members per show. Based on past semesters audience survey there were around six audience members per show. Having a goal of 10 per show is a realistic goal. Community event o Our goal is to have at least one community event this semester. Volunteering with the Salvation Army ringing bells in the Grand Forks Mall will help raise money for people in need before the holidays. Internal goals o Inviting two alumni speakers to present to the marketing team, three alumni Enewsletters and five internal electronic newsletters. Network with professionals in the field and learn from their experience at Studio One. The marketing team E-news writers will write feature stories about alumni. These stories will help connect previous interns with the program. The marketing team will also develop five electronic newsletters to send internally to students about upcoming booths and events. This will help the teams to feel more connected through the semester. 33
Campaign goals o Help with 25for25 campaign. Assist in the 25for25 campaign to help promote the campaign, write thank you notes and engage with alumni who donate to the campaign. Social media goals o 825 Facebook likes by the end of the semester. Currently Studio One has 755 likes. During classroom presentations students will be encouraged to sign-on to Like Studio One’s page. The reason for our goal of 825 is because of our 25th Anniversary. o 225 Twitter followers by the end of the semester. Currently Studio One has 207 followers. Based on the survey the Marketing Team conducted, Twitter is commonly used on a daily basis among students. o 45,000 YouTube views by the end of the semester. Currently Studio One has 34,689 views on YouTube. Last season the views increased by 15 thousand views. Increasing it by another 15,000 is a realistic goal with today’s technology. o 1,225 blogger views to by the end of the semester. Currently Studio One Blog has 975 views. The blog is a tool to share alumni stories. The team will look for new ways to share alumni features through Blogger. This is an increase of 250 views.
Action plan | recruitment calendar
Our plan: Below is the marketing calendar of events for the semester. This includes: Memorial Union display case, listervs sent to students, dates for table tents, Studio One t-shirt days, stickers on coffee sleeves, booths around campus, the 25 for 25 texting campaign, E-News and the application deadline. Our strategy: This schedule of events was planned with our target audience in mind. The booths are set up near classes of potential student interns. We will be on location during the times of the classes. We will also be presenting the internship in classroom presentations. The listservs will be sent out a week before the deadline to give last minute students a chance to apply. We will be placing stickers on coffee sleeves at Stomping Grounds and at Caribou located on Washington and at the UND Bookstore. Every event that has been planned is time sensitive and was chosen specifically. Our calendar: The calendar is color-coded. Booths are listed in purple, posters in blue, coffee sleeves in green, tshirt days in orange, and the listserv that will go out to meteorology, communication, and marketing students are listed. These are recruitment events that may attract new interns. Alumni events include the texting campaign and E-News letters.
September 2012 Sunday
Booth Merrifield 9-11:15am
Booth Merrifield 9-11:15am
October 2012 Sunday
Coffee Sleeves at Stomping Grounds
Coffee Sleeves at Caribou
Memorial Union Display Case
Booth Gamble 9-12:20pm
Pledge follow-up #1 Table Tents
Wednesday Booth Gamble 9-12pm
T-shirt Day & ENews letter
Booth at the Link 12:45-3pm
T-shirt Day & Alumni E-News Booth Union 11-1pm
Booth Union 11-1pm
Alumni Guest Speakers: November 6 & 12 E-News Letters: November 13 & December 13 Community Events: Bell ringing- End of November
25 for 25 Texting Campaign Start
End of 25 for 25 Pledge follow-up #2 E-New letter
Listservs sent to students
The grid below explains how the marketing team plans to spend funds during the fall semester of 2012. The items are color-coded; recruiting items are in red, team costs are in blue, and miscellaneous is in black. The team started with $2910 and will have around $714.29 remaining.
Marketing Team Budget Item Description
25 year magnets (logo only)
Table cloths (printing) Table cloths
25 year magnets (handouts) Binders
AP Style Book Duplicating
Long Distance Stickers
Pocket Jotters Duplicating
Facebook Advertising Homecoming Float Display Case
$1981.65 $1951.65 $1883.21 $1871.96
~$100.00 ~100.00 ~$50.00
$864.29 $764.29 $714.29
Evaluations are a way to see if the goals and strategies set by the team were effective. The marketing team will evaluate their efforts in a variety of ways in Season 50.
Audience development surveys
Audience members will receive a survey when they come for a tour. They will have the opportunity to complete the survey during the Studio One live show and return it at the end of the production. Information from these surveys will be entered in Google Docs to gain a better understanding of how audience members hear about the show, why they choose to be a part of the audience and any general comments. The marketing team will use these audience development surveys as a tool to determine what strategies were successful in generating a studio audience.
Internal recruitment evaluation
Information from students who have applied to be part of the program will be gathered and evaluated to better understand who is interested in an internship and who is most likely to apply. Knowing who applied, what discipline they are from, what grade level they are, and how they heard about the program is vital information that can be used by future marketing teams to strategize on how to best reach the target market of prospective Studio One interns. Looking at recruitment information will also allow the marketing team to see if there are any connections between those who actually apply and what marketing strategies applicants saw on campus.
Graph from Season 49 applicant profile depicting why students applied for an internship with Studio One.
Graph from season 49 applicant profile depicting the major of those who applied for an internship.
Web analytics allow the marketing team to see how people are viewing and sharing Studio One content. Studio One uses multiple social media websites including Facebook, YouTube, Twitter, Blogger and the Studio One website to provide content and information to viewers.
Facebook and YouTube provide their own analytic information specific to the social media page while Google analytics and websites such as Bitly allow us to track web searches and content shares. Through analytics the marketing team will be able to better understand our target audience and their interests.
(Chart from Bit.ly analytics from saved Studio One url
This season, specific social media goals were made including: •
Reach a Facebook “like” goal of 825 (Aug 21, 2012 – 742 likes)
Reach a Twitter “follower” goal of 250 (Aug 21, 2012 – 197 followers)
Increase Blogger views to 1,225 (August 31, 2012 – 975 views)
• Increase YouTube views more than 10,000 with a goal of 45,000 views (Aug 21, 2012 – 33,871 views)
These goals were set to create a greater interaction between Studio One’s target audience and the program. The goals are also a representation and reinforcement of the 25 year anniversary as they all incorporate the number 25. The target numbers will be used in contests encouraging social media users connected to Studio One to “like,” “fan,” “follow,” or “view” the specific websites. Analytics allow the marketing team to:
• Provide underwriters with information regarding how many people are viewing their spots before a Studio One segment.
• Establish correlations between when content is being published and when people are viewing or sharing that content. • •
Better understand how people are sharing specific content.
Use research based knowledge to plan future marketing efforts.