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TABLE OF CONTENTS Studio One marketing team biographies Executive Summary | Theme, Team Dynamic & Focus Product review | program -Telecast market review
Product review | internship -Alumni
Target audience | UND community Target audience | Grand Forks community Secondary audience SWOT analysis
Internship -Strengths
-Weaknesses -Opportunities -Threats
Program
-Strengths -Weaknesses -Opportunities -Threats Goals and strategies
Recruitment goals Social Media goals Internal goals
Action plan calendar Budget Evaluation
STUDIO ONE MARKETING TEAM BIOGRAPHIES
LIZZ DENNING
Tour Guide | E-News Writer Lizz Denning in her second year at the University of North Dakota, double majoring in marketing and communication. This is her third semester with Studio One. Denning’s responsibilities include developing a marketing plan, giving tour of the studio, designing print promotions, and writing e-newsletters. Denning has a wide variety of experience that she brings to the marketing team. She has been involved in DECA for five years, attended the International Career Development Conference the past two years, and currently serves as UND DECA’s Vice President of Communications. She also works as a Resident Assistant in Noren Hall and in her free time enjoys watching Food Network, going to hockey games, and getting coffee with friends.
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ANDREW GRINDE
Digital Communications Team | Internal Newsletter |Social Media Manager: YouTube Andrew Grinde is a new member to the Studio One Marketing staff. He is a 5th year marketing undergrad at the University of North Dakota with a minor in communication. Andrew will be working with script/html and the internal newsletter. He is excited to be a part of Studio One’s marketing staff for the first semester. Andrew graduated from Minnetonka High School in 2009 and the University of North Dakota was his first choice for college education. He originally intended to be a communications major, but switched to marketing his junior year. Andrew’s interest in Studio One began while taking a television studio production course at UND. He has always enjoyed news broadcasts and was eager to become a part of the project. After graduation, Andrew plans to move back to the Twin Cities to pursue a career in marketing.
MATT GROUNDS
JOY JACOBSON
Tour Guide | Audience Development Team | Social Media Manager: Twitter
Digital Communications Team | Internal Newsletter |Social Media Manager: Facebook
This is Matt’s first semester in Studio One on the marketing team. His responsibilities include managing the Studio One Twitter page, giving studio tours, and inviting members of the community to fill the audience week after week. He is a communications major and this is in his fourth year at the University of North Dakota. His first three years he was heavily involved in Greek life where he served as Risk Manager, Alumni Relations, and President. Previously, Matt helped with promotions for Leighton Broadcasting. Also, he worked for the UND landscaping department for three years. Last summer he was promoted to supervisor.
Joy Jacobson is a member of the marketing staff and is in her third semester at Studio One. She previously worked as a graphic designer and video journalist. She is in her second year at the University of North Dakota and will graduate in May 2016 with a communication and political science degree.
In his spare time he likes to participate in recreational sports with his friends like softball, basketball, and hockey.
Joy is an active member of her sorority, Delta Gamma, and she also was a news and feature reporter at The Dakota Student during her freshman year. In her free time, she enjoys volunteering at Circle of Friends Humane Society and the North Dakota School for the Blind, hanging out with her friends, and spending time with family.
NICK JOHNSON
LIZ KILLIAN
Student Marketing Director | Graphic Designer | Producer
Green Room Attendant | Audience Development Team |Social Media Manager: Pinterest
Nick Johnson is Student Marketing Director of Studio One. This is his 5th semester at Studio One and is currently in his 5th year at the University of North Dakota. He is working on completing a degree in marketing and minoring in Spanish and international business. He is a May 2009 graduate from Buffalo High School in Minnesota.
Liz Kilian is from Savage, MN and is a senior at the University of North Dakota. She is studying business marketing and is excited to start her first semester with Studio One. She is currently an active member of Alpha Phi Sorority here on campus, in which she had joined her freshman year Fall 2010. During her time at UND, she has made lifelong friendships and developed many skills that will help her move forward in her business career.
Nick has worked in a variety of settings including a plastic fabrication plant, a restaurant and the UND Chemistry Department. At Studio One, Nick’s responsibilities include providing leadership to the marketing team, helping lead team meeting and working in the production control room as the producer. In his spare time, he enjoys hanging out with friends, seeing live music and playing hockey.
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After graduation, Liz plans to expand her marketing knowledge in the field of sports marketing, advertising, social media or even sales. During her free time, she enjoys spending time with her friends and family and attending many sporting events around campus.
KAYLAR NEUMANN
RYAN SCHNORBACH
News Release Writer | Social Media Manager: Facebook
Green Room Attendant | Promotional Video Producer | Social Media Manager: LinkedIn
Kaylar Neumann is originally from Fergus Falls, Minn. and is a senior at the University of North Dakota. She is in her 3rd semester at Studio One. She will graduate in May with a major in communication and a minor in leadership.
Ryan Schnorbach is currently a senior at the University of North Dakota and is pursuing a Bachelor’s degree in Communications. This is his first semester with Studio One and is excited to be on the marketing team. He has experience with marketing communications from working at his previous internship at FOX 9 in the Twin Cities. He also has experience with promotions and consumer relations while working with the Leighton Broadcasting promotions team.
Kaylar is an active member of the Alpha Phi Sorority. Before interning at Studio One she was a part of the UND Men’s Hockey Cheer Team and interned for University Directories.. After graduation, Kaylar plans to move to Denver, Colorado and pursue a career in the public relations field.. In her free time she enjoys figure skating, hanging out with her sisters, spending time with her family, and cheering for the Denver Broncos during football season.
He is looking forward to graduating in the spring and pursuing a career in the sales and marketing field. He is excited for the next step in his professional career and excited to see what opportunities are to come in the future.
PATTI TEDJASUKMANA
Tour Guide |Audience Development Team | Social Media Manager: Instagram Patricia Tedjasukmana is from Anaheim, California, and a May 2012 graduate of Mater Dei High School. She is currently a sophomore at the University of North Dakota. She is striving for a degree in communication with an emphasis in public relations, as well as a certificate in Entrepreneurship. This will be her first semester in being a member of the marketing team with Studio One. When she is not having class or interning at Studio One, Patricia keeps herself busy as a member of the Division I Swimming and Diving Team. She is also a student senator for UND Student Government, and works at the Chester Fritz Auditorium as both a stagehand and an usher. Patricia enjoys singing and playing music on the piano in her spare time, as well as cooking homemade dishes for her friends.
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PRODUCT REVIEW: PROGRAM Studio One is a live television production put together by student interns with the help of trained staff at the University of North Dakota. The show is a half hour long weekly news program. It features stories on news, weather, sports, soft features, and a in-house guest segment. Studio One plays across North Dakota and other parts of the Unites States, and can also be viewed worldwide when each weekly show is posted online. The show has received 663 regional and national awards since its beginning in 1987.
TELECAST MARKET
Studio One is telecast live at 5 p.m. on Thursdays during the fall and spring semesters on Grand Forks Cable Channel 3. It is repeated several times during the week in Grand Forks and select communities in North Dakota, eastern Minnesota, Colorado and southern Manitoba. More than 4 million television households have access to Studio One.
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PRODUCT REVIEW: INTERNSHIP Studio One offers students an opportunity to gain hands on experience in a professional environment. While the program itself is focused on television production and broadcasting, students can also gain experience in a variety of other fields including marketing, communications, graphic design and more. Interns are encouraged to develop their potential, motivate others, and to strive for integrity, professionalism, and quality in everything they do. While Studio One is an unpaid internship, students are able to participate in the program for college credits within their field of study at UND. Other interns choose to volunteer for the programs as well. The internship does offer scholarships to students who apply. There are four teams at Studio One, each with its own unique set of challenges and opportunities. With marketing, news, weather, and production/graphics, each team is essential in producing the quality news program that Studio One is known for. The weekly shows require a lot of hard work and communication among the interns. This gives them real-world experience and teaches skills such as time management and cooperation. In an internal survey, most interns agreed that the best thing that a student can take away from Studio One is the hands on experience that classrooms simply cannot provide. Interns feel that the skills acquired from Studio One help to prepare them for their career goals that lie ahead.
ALUMNI
Studio One prides itself on its expansive alumni community. With over 800 alumni across the country, Studio One makes keeping in touch a priority. Studio One is currently using LinkedIn for the first time as a means to better connect with alumni. This will enable Studio One to create and manage a group that is unique to its alumni. The Studio One alumni community also presents interns with an opportunity to network in a variety of fields. The 2014 Midwest Journalism Conference in Bloomington, MN will allow interns to meet UND and Studio One alumni, and tour major employers in the Twin Cities area. Studio One interns are preparing for a variety of jobs, not just television. With such a large alumni community, interns have the ability to connect and network with alumni in many different fields. Here are a few recent alumni updates from the Summer 2013 Newsletter:
Studio One family Arizona Kim (Fisher) Goetz Producer and Host MCTV Scottsdale, Ariz.
California
Dana Weaver Production Administrator The Judge Judy Show Hollywood, Calif.
We have alumni across the country and we love staying in touch. Here are a few recent alumni updates.
Ohio
Brian Schroeder TV Meteorologist WBTV Lima, Ohio
North Carolina Kelly Franson TV Meteorologist WBTV Charlotte, N.C.
North Dakota Colorado Virginia (Stika) Lloyd Technical Recruiter Google Inc. Boulder, Colo.
Minnesota Joe Lindsay Owner/General Manager Soapy Joe’s Car Wash St. Paul, Minn.
Nick Johnson Recruiter Thrivent Financial for Lutherans Stewartville, Minn.
Ashley Trdan Regional Admissions Rep University of North Dakota Minneapolis, Minn.
Brady Bruhn Office Coordinator UND Aerospace Foundation Grand Forks, N.D.
Lacey (Erickson) Dahlen Health & Wellness Marketing Manager University of North Dakota Grand Forks, N.D.
Brian Shawn Regional Communications Officer American Red Cross Fargo, N.D.
Amy (Unrau) Norstedt Marketing Coordinator Discovery Benefits Fargo, N.D.
Washington
Dylan Wohlenhaus Reporter KHQ Spokane, Wash.
Let’s stay in touch! Update your alumni information online at studio1.UND.edu. We can send you updates electronically and keep you posted on Studio One happenings.
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TARGET AUDIENCE There are two primary targets within Grand Forks that we aim to reach: 1. The UND community, which is made up of students that can be recruited to join our internship program and come to a live show. 2. The Grand Forks community, which is made of various age groups. We want to promote viewing our show as well as being a part of our live audience.
TARGET AUDIENCE | UND COMMUNITY Through previous surveys from UND students, and a recent internal survey of current Studio One interns, we have found the most important qualities students look for in an internship are hands-on experience, networking opportunities, and that it is paid. Using this information, the marketing team has been able to highlight the aspects on hands-on treatment from our staff, and talk about our strong network of alumni. Furthermore, we are able to put a positive twist on aspects such as that we are unpaid by telling students they may do the internship for academic credit. From our internal survey, we found interesting aspects of our reputation before students interned with us. We plan to keep promoting the “good” things, while countering the “bad”:
TARGET AUDIENCE | GRAND FORKS COMMUNITY Our target audience in the Grand Forks community is consists largely of college and high school students. This audience could be regular viewers of Studio One on television, or those who want to see how a live production is done. In addition to filling our audience, they are important because they could potentially become interns that have become interested by seeing the behind the scenes action of putting a Studio One show together. Before the live production begins, tour guides hand out surveys to the guests which they collect at the end of the show. We have learned through previous semesters and our internal survey that the main reason our audience members attended the show was through word-of-mouth from family and friends, usually those of Studio One interns. This knowledge will help us by making sure we encourage interns to keep spreading the word to people they know, specifically to those who may be interested in a future internship with Studio One.
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SECONDARY AUDIENCE The secondary audience is an audience that may have influence upon other audiences. Our secondary audience may watch our show, come to a live production or apply for a future internship with Studio One. We have noticed this growing audience, but don’t always stay in consistent contact with them. We try to keep them informed on upcoming show content, intern and alumni accomplishments, as well as upcoming events. Another part of our secondary audience is the interns participating in the program. The interns tell their family and friends back home about the show, which creates added interest in the program. With the help of hometown news releases, Studio One is able to reach out to those potential markets and help them get more involved. The reason for the interest in the growing demographics is because of the content of our news broadcast. Our stories have national appeal and professionalism that is relatable to any age group and demographic area. Below are the cities locally and nationally that make up our expanding secondary audience.
North Dakota Markets − − − − − − −
Bismarck-Mandan Dickinson Fargo Jamestown Minot Oakes Ray
The map shows our target and secondary audience:
Out-Of-State Markets − − − − − − − −
Colorado Springs, CO Denver, CO Herndon, VA Minneapolis, MN St. Paul, MN Washington, MI White Bear Lake, MN Whitehall, WI
SWOT ANALYSIS The marketing team worked in groups to develop a cohesive SWOT analysis. Looking at the positive and negative aspects of the program helped the team develop goals and strategies for the season. The marketing team looked at external and internal survey information to help define points in the analysis.
INTERNSHIP Strengths
A strength is an internal factor that benefits the internship/program. • • • • • • • • • • •
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Competitiveness − Limited internship availability ensures that all interns will be highly skilled and motivated individuals. Teamwork − Each team—Graphics, Marketing, News, Production, and Weather—is comprised of skilled members that work together to accomplish goals. Helpful Staff − The Studio One staff consists of professional and experienced individuals who are always willing to assist students, judgment-free. Professionalism − Students are given the opportunity to work in a professional setting, just like they will in future careers. Real-world preparation and life lessons − Interns experience many real-world situations through their work with Studio One. Environment − Studio One is housed in a very modern building, with high-tech equipment and 24-hour studio availability. Networking − Studio One provides interns with endless networking opportunities through its alumni base. Culture − Interns are exposed to the diverse cultures of their peers and television news. Relates to university course curriculum − The skills learned in Studio One relate to those learned in the classroom. Scholarship − Studio One offers a scholarship to help pay for university tuition. Flexibility − Studio One understands and respects its interns’ obligations to school, jobs, and personal matters.
Weaknesses
Weaknesses in a SWOT analysis are qualities that prevent organizations from accomplishing their full potential, goals or objectives. To be a weakness the quality can be controlled by the organization. • • •
Unpaid − Studio One does not offer interns any stipends, so some individuals may need a part-time job on top of the internship and school. Half hour show − Video journalists do not have the opportunity to produce as many packages as they would during an hour show. Divided teams − Because all of the interns only meet at orientation, the teams lack unity.
Opportunities
An opportunity is defined as an external element that an organization does not have control over but can have a positive impact on the program. • • • •
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Public Events − Provides an opportunity to receive hands on experience in promoting Studio One and gives a positive image to different potential networking groups. Networking − With the large number of Studio One alumni there is a great chance for receiving future connections in the potential job market. Academic Credit − Students are more motivated and veer towards Studio One provided the chance to receive class credit for the internship. Classroom Presentations − Presenting to classrooms gives students and peers the opportunity to learn more about Studio One and why becoming part of a great program will only benefit a student’s future career. Midwest Journalism Conference − Great way for Studio One members to bond with other fellow members and tour a variety of businesses in the Twin Cities area. Location − Near/on campus and allows for students to not have to travel far. Faculty Support − Many professors/faculty encourage their students to apply and check out Studio One.
Threats A threat is defined as an external issue that an organization does not have control over. • • •
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Other paid internships − Paid internships may seem more appealing to students. Parking − For those students that do not have a UND parking pass, are limited to spaces without receiving a penalty (parking ticket). Location − Many students who do not have the ability to drive themselves, must look for rides or potentially have to walk due to the lack student living near the studio. Weather − May interfere with meeting times/show days due to the inability of traveling. Professors not responding promptly/or at all − There have been many cases where Professors will not respond in regards to classroom presentations.
PROGRAM Strengths •
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Content − The content of our show relates to our telecast markets and the community of Grand Forks Talent − The talent that the University of North Dakota athletes have brings potential for new story ideas for example the 12 Olympians Guest Experience − The guests that we have on Studio One get to Audience Experience − The audience members get to witness the behind the scene moments of a live television show Weather Anchor Change − By having the weather anchor change from the weather studio to the main studio helps our audience members get a sense what goes on during the weather segments
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Flat-Screen − The flat-screen is the new look for high televised news stations and Studio One now fits into that category with their technology Graphics − Studio One Graphics team develop graphic that are appealing to our audience and engages them into the story Organized (Methods, Procedures, Planning) − Studio One is prepared for each semester starting with planning and using different procedures Adaptability (Control Room, Different Guests) − Having back up plans in place for when guests can’t come or our show is running over our time limit Interns − Studio One interns know the time-commitment and the work it takes to be a part of the internship program. They are also our highest recruiters for potential new interns. Representing UND & Grand Forks − Studio One demonstrates how close the Grand Forks community is with the content that is produced each week
Weaknesses •
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Maintaining Viewers − When interns are no longer a part of Studio One, their family and friends might lose interest in the show Weather forecasting − Weather is an uncontrollable factor that affects the audience members to be reliable in attending our show Audience numbers − Audience numbers in the past can affect HD telecast Budget − The budget limits the amount of advertising and promoting we can do for the show TV guides on TV Newspaper TV guide Show time for tours − Show time for tours is at the time when potential audience members are getting off of work and in return they don’t want to come to the show
Opportunities •
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TV Guide (app) − Utilizing this application would give residents the ability to see when the program airs, as well as giving the specific channels for finding the show in an easy manner. Hilton Tour Brochures − Providing brochures for guests would give them the ability to view the program while staying at the hotel. It would also give guests of the hotel information regarding the station and the ability to inform them about taking studio tours. Summer Shows − Airing old programs during the summer would give residents a chance to see the show and get them interested in future showings. Social Media − Utilizing different forms of social media (Facebook, Twitter, Instagram…) will keep residents and other viewers of the show an up to date account of what is going on at the station.
Threats • • •
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Parking − There is a limited amount of parking space for guests when coming to see the show. Location − The location of Studio One is on the outskirts of campus, which can hinder the ability for guests to locate the station. Competing News Stations − The time of our specific program is on when other well-known shows are airing. This can take away from our viewing base because residents may be more inclined to watch the city programs. Show Time and Tours − The time of the show is right when most people will be getting off work which can bring our audience presence down. The time for tours is also a little bit early so people would have to leave work early in order to come to the show.
GOALS AND STRATEGIES The marketing team developed goals for the spring 2014 semester. Goals are quantifiable objectives that can be evaluated at the end of the semester. Strategies are ways the marketing team will work to complete the goal.
RECRUITMENT GOALS
55 applicants: 20 internal, 35 external Class presentations • 40 Classroom presentations • Not as many upper level communication classes • Broad range of 100 to 300 level classes • Classes with professors that support Studio One • Highlight the strengths and opportunities of the program and emphasize the half hour show Booths • 4 booths - 2 Wellness Center, 2 Wilkerson (late night), • 1 bigger event at the Loading Dock with free food (possibly root beer floats) • The booths at the Wellness Center will include water • The booth at Wilkerson will include hot chocolate • Booths are strategically placed to reach our target audience at the busiest times • Booths will include the prize wheel to encourage interaction. • Wilkerson and Wellness booths schedule alternate every other week Promo items Promotional items are given away at classroom presentations, booths, and internal and external competitions. - mini staplers -prizes from businesses - a few special items (water bottles, coffee tumblers, etc.) Advertisements The following will be used as ways to attract new interns and audience members. • Table tents: o Wilkerson o Squires o Terrace • Coffee Sleeves o Stomping Grounds • Mailbox Flyers o Valentine’s Day candy • Loading Dock (Studio One social, drawings, nominations, TV camera set-up)
Radio promotion: • 2 radio days Posters: • Posters will be placed in buildings around campus to promote internship awareness of Studio One. List serv announcements: • A list serve announcement will be sent to the following departments to increase the students’ awareness of the internships available. o Marketing o Communication o Meteorology Nomination forms: • Interns will nominate students that would be good for the internship T-shirt days • February 26 • March 10
SOCIAL MEDIA GOALS
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Facebook likes o The marketing team will post stories and host trivia contests on our Facebook page. Currently - 1,023 Goal - 1,100
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Twitter followers o The marketing team will tweet stories and tag appropriate twitter accounts. Currently - 383 followers Goal - 400 followers
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YouTube views o We will post packages the day of the show so reporters and featured guests will have easy access to the stories. Currently - 100,327 views Goal - 115,000 views
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Blogger views o Currently - 4303 page views Ron Burgundy post (279 views): (UND shared it) o Goal - 5000 page views
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Instagram o Currently - 42 followers o Goal - 80 followers
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Pinterest o Currently - 1 follower, 5 pins o Goal - 50 followers, 100 pins
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LinkedIn o Currently - 73 connections o Goal - 150 connections
INTERNAL GOALS
Audience development goals 12/15 audience members per show -internal competition -extra credit opportunities Community service goals • The Big Event Internal newsletters • Once a week • The internal newsletter is meant to encourage communication between interns • It will be a more visual newsletter that will include upcoming events, YouTube analytics, etc. E-news letters • Three e-news letters sent to both internal and to all alumni • First Monday of the month (March, April, May) Alumni guest speaker - This is TBD, but we hope to bring in a professional in the area to tell their career story and give the students advice. Field trip for the marketing team - After recruitment, the marketing team will take visit an area business together to see a different employer in Grand Forks.
February 2014 SUNDAY
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Valentine Mailbox Stuffers
Marketing Presentatio
16
17
18
19
20
21
27
28
Wellness Center booth 3:30-5:30
23 Table Tents
22
24
25
26
Wilkerson booth 6-8
T-shirt Day
Coffee Sleeves
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March 2014 SUNDAY
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
1
2
3
4
5
Wilkerson 6-8
Wellness Center 4:30-6:30
Radio
10
11
12
13
T-shirt Day
Loading Dock 3pm – 5pm
Radio
Application Deadline
16
17
18
19
23
24
25
26
30
31
Table Tents
9 Table Tents
6
7
8
Coffee Sleeves
14
15
20
21
22
27
28
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BUDGET The grid below explains how the marketing team plans to spend funds during the spring 2014 semester.
Marketing Team Budget:
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Item Description
Approved
Advertising Printing Food Photos Supplies
600 250 200 30 100
Projected
Starting Budget: $1180.00
300 300 0 Total remaining: $580
EVALUATION Evaluation is a chance for the marketing team to assess how the strategies used lead to the goals set for the semester. Using two surveys and analytics from the various social media sites we can gather information that will help us better understand how well our strategies for the semester worked.
INTERNAL SURVEY
The marketing team put together a 13 question survey to send out to the interns at Studio One. We felt this would help us understand the thoughts of our target audience, since these students are interns themselves. We chose this survey sample over sending a survey to the UND student body. We formulated questions that would potentially guide us to better marketing strategies. The results of the survey turned out excellent, we received responses from 24 of the 28 interns. There was thoughtful and honest feedback from the interns that helped form new ideas, and also reinforce some ideas we had already thought of. When asked if the skills acquired from Studio One prepared you adequately for your career goals, 96% (23/24) said yes (The other respondent answered, partially). This is motivating for our recruiting efforts because it shows the interns here truly feel they are benefiting their futures by being a part of the program. We wanted to focus on a large number of classroom presentations this semester and this survey reinforced our thoughts. When asked how they initially heard about Studio One, 46% answered with class presentations and 42% said word of mouth. Word of mouth is also a large help in recruitment. These interns heard about the program from current interns at the time. We will continue to urge interns to nominate peers and classmates for positions with the program. Another statistic that solidifies our increase in classroom presentations is that 75% of the interns surveyed saw a classroom presentation before applying. The question we were most interested in was; how could we better market our internships? This was an opportunity for the interns to voice their opinion, and for the marketing team to see if our thoughts aligned with the program. This semester we are making a social media push. Emphasis on all social media accounts will help use have a continuous online presence. A few interns answered with this thought also. We also want to increase our amount of posters on campus; a survey response mentioned this as well commenting on how many students read the bulletin boards in the academic buildings. Multiple interns also noted that it would be beneficial to make our presence known to the younger students such as freshman and sophomores. We are planning on presenting to many broad ranged classes. A response that stood out was the suggestion to present at different organizations meetings. This is an opportunity the marketing team could thrive at because we have such an involved team within different organizations.
AUDIENCE DEVELOPMENT SURVEY
To better understand our audience and target market we will be giving a survey to the audience members that attend the live show. Upon arrival the greeter will ask them how they heard about Studio One and why they are attending the show. During the tour the marketing team will distribute surveys that will be collected after the show. These surveys will be a chance for the audience to voice their thoughts, questions and concerns about the overall experience. It will be beneficial to
hear the good, bad and indifferent. It will help us give the audience the best possible experience while also getting feedback about our live production.
ANALYTICS
Web analytics is an opportunity for the marketing team to better understand our target and secondary audiences. The use of the web analytics allows us to track page views, likes, follows and locations for these as well. Since we have an emphasis on social media it will be essential to be able to track our progress towards our goal. This will help us evaluate why we did or did not reach our goals. Facebook and YouTube have their own analytic tools built into the network. For the other social mediums there are websites that will help us keep track of the information as the semester progresses.
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