PR Marketing CampaignModern & Classical Languages and Literatures

Kuo-Hsuan (David) Pan Elliott School of CommunicationJune 18, 2014

Committee members: Dr. Lisa Parcell, Dr. Patricia Dooley & Dr. Wilson Baldridge

Agenda

I. Creative BriefA. BrochuresB. Media KitC. WebsiteD. Social MediaE. Recommended Intern Positions

II. BudgetIII. Evaluation

CREATIVE BRIEFGoals, Objectives, Tactics and Details

Goals & Objectives

Goal

• Increase student enrollment by 5 percent by Spring 2015.

Objectives

• Attract more learners and keep existing students through active engagement

• Improve communication between the department and the students.

• Increase learner’s awareness of department activity and resources.

• Increase foreign language learning awareness.

Strategy & Tactics

Strategies

• Leverage the learning benefit to attract student.

• Utilize their needs and interest to create audience-centered information and to stimulate their learning motivation

Tactics

1) Create and redesign brochures

2) Create a media kit3) Update the MCLL website4) Create social media

connections with Facebook and YouTube

5) Offer suggestions on hiring an intern from the co-op office

Target Audience:WSU Current

Students

BROCHURES / FLYERSStudy abroad programs & 10 languages

Brochures

Redesign

• Spanish Study Abroad Program Brochure

• French Study Abroad Program Brochure

• Spanish• French• German• Arabic

Create Language Flyers

• Russian• Japanese• Chinese• Italian• Classics (Greek & Latin)

Orléans Study Abroad (Front)

Orléans Study Abroad (Back)

Puebla Summer Program (Front)

Puebla Summer Program (Back)

Flyers

Style• Long Size Flyers• Quarter Size FlyersContent• Course Offering• Study Abroad • Fun Facts About The

Culture/Country• Language Facts• Other Things to Check

Out

Long Size Flyers

Quarter Size Flyer

MEDIA KIT

Student Performance, Study Abroad Program, Faculty Changes and More.

Media Kit

• Fact Sheet• Contact Sheet• Biographies of Faculty• Sample Press Releases/ Pitch Letters

– First Japan Festival Held in Wichita State University– MCLL Department Launching New Department Website

• Brochures

Face

Document Type

CONTENTAREA

WEBSITERedesigned, Simplified and Enriched.

Plan

• Reorganize content order• Renew copywriting• New elements

• Testimonial videos• Advising video• Faculty Pictures

• Language sections

Original Site MapHom

eAbout MCLL

Languages

Student Announcem

ent

Undergraduate Studies

Advising

Graduate

Studies

Puebla Summe

r Progra

m

Orléan

Study Abroad

Arabic

Chinese

French

German

Italian

Japanese

Latin & Greek

Russian

Spanish

Bilingual Option

Advising

Calendar

General Info

Majors &

MinorsCredit By

ExamRetro-credit

Scholar-shipsTutoring

/ Translati

on

About

Graduate

FacultyAdmissi

on

Degree Req.

Examina-tions

MA Reading

List

TAships

FAQs

Program

Overview

Sign-up

Program

Dates

Costs

Pre-requisi

teCourse Offerin

gsTravel to

Puebla, MexicoChecklis

t

About

Mission

MALS

Enrollment FAQs

Faculty & Staff

Lab and

MCLL Corner

Library Resourc

es

Calendar

Advising

Calendar

General Info

Faculty & Staff

Office Hours

Site Map

HomeAbout MCLL

LanguagesUndergrad

studiesGraduate Studies

Prospective Students

Study abroad

ProgramsResources

  About ArabicGeneral

InfoAbout M.A. Programs

 Study

Abroad Advising

Tutoring/ Translation

 Faculty &

StaffChinese

Majors & Minors

Graduate Faculty

 Puebla

Summer Program

MALIC Language

Lab

    FrenchBilingual Option

Teaching Assistants

hip 

Orléans Study

Abroad

Library Resources

    GermanCredit for

Past Experiences

M.A. in Spanish

     

    ItalianAdvising Calendar

M.A. in Liberal Studies

     

    JapaneseScholarshi

ps       

   Latin & Greek

Enrollment FAQs

       

    Russian          

    Spanish          » Go to MCLL Website

Short URLs

• Languages– www.wichita.edu/Arabic– www.wichita.edu/Chinese– www.wichita.edu/French– www.wichita.edu/German– www.wichita.edu/Italian– www.wichita.edu/Japanese – www.wichita.edu/LatinAndGreek – www.wichita.edu/Russian – www.wichita.edu/Spanish – www.wichita.edu/PueblaSummerProgram– www.wichita.edu/OrleansStudyAbroad

SOCIAL MEDIAFacebook & YouTube

Social Media

Facebook• Target Audience:

– Existing Students– Prospective Students – Parents – Media

• Five Posts Per week • Ten Social Media Guidelines• Recommended Post Types:

– Marketing Material Recap– Event Advertisement– Language Classes– Interesting Facts about

Cultural Festival/ Language Celebration

YouTube• Testimonials• Advising Videos

Facebook Banner and Profile Pic

www.facebook.com/WSUMCLL

Facebook Sample Posts

Our new website is up and running. Visit www.wichita.edu/mcll to see what language programs we offer.

Facebook Sample Posts

Look at our pictures for the Japan Festival!

Facebook Sample Posts

Philip Hsiao, our Chinese graduate teaching assistant, is teaching students how to do calligraphy in Chinese today in class.

Facebook Sample Posts

Asian Festival is coming up on Saturday, Oct. 25, 2014. Take a look at the event and experience different gourmet food and cultural activities! #WichitaAsianFestival

YouTube – Testimonial

• mcllwsu@gmail.com• Instant update on other social media

– Facebook – Google+

YouTube – Testimonial

YouTube – Testimonial

YouTube – Advising Videos

MARKETING MANAGEMENTIntern Positions

Co-Op

• Two Positions– Online Media Marketing Assistant– PR Marketing Assistant

• Process – Job description– Get an account at

https://www.myinterfase.com/wichita_coop/employer– Post the positions

• Job Description – Responsibilities– Semester Work Schedule

BUDGETPrinting Cost, Digital Cost & Human Resource Cost

DIGITAL COSTDigital Media Kit – CD-R 700MB for 30 discs $9.99 per pack

Camcorder – Canon VIXIA HF M500 HD $299.99SanDisk Ultra 32GB microSDHC Class 10 Memory Card $22.99 (on sale)(With mircroSDHC Adaptor)

Tripod – Sunpak PlatinumPlus 6000 PG 61” Tripod $29.99Total Digital Cost $362.96

PRINTING COST

9 Brochures Total $405

An Estimation of Five Total Media Kit $4.78 per

Total printing cost = $405 + $4.78 = $409.78

HUMAN RESOURCES

Marketing/Media Interns No cost

TOTAL BUDGET COST = $362.96 + $409.78 = $722.74

Budget

EVALUATIONGoal & 5 Tactics

Evaluation

Goal• Office of Planning and Analysis – Enrollment

Number

Tactics• Department Tool Analytics for Update Website• Analytics for Social Media• The Counts of Taken Brochures and Survey• Media Coverage From the Media Kit• Cross-Examine the Duties with Previous Tactics

Thank You!

Q&A