purdue university professional masters in strategic communication atlas agency

Purdue University Professional Masters in Strategic Communication

Atlas Agency

Primary Research• Interest

– 87% have considered further Education– 50% are unsure about Masters in Strategic Comm.

• Demographics– Female to Male - 3:1– Income is at 75,000-125,000 yearly– Job market varied; primarily in PR positions– Age

• 48% - 28-35• 49% - 36-45• 3% - 46+

28-35

36-40

41-45

Primary Research• Informational Sources

– 100% use the Internet

– Local Newspaper and Television

• Social Media– 90% Facebook

– 76% LinkedIn

– 10% YouTube

Key Publics• Overview

– Purdue Alumni Ages 28-35 making around $75,000

• Media– Internet is how to reach majority

– Facebook– LinkedIn

– Local Newspaper and Television– Print and Video advertisements

Class Preferences

• Time– Flexible length preferred– Many want it in a year

• Style– Hybrid is preferred with 60%– Online is the other option at 40%

• Consideration– Many are unsure what this program is or whether they

want to grow academically– Clarity of program might help get definitive answer

Plans, Goals, and Objectives

• Introduction:

– The plan of this Integrated Communication Marketing plan is to use all of our available communication strategies to successfully market the launch of the new Professional Masters in Strategic Communication for Purdue University.

– Two Phase Implementation

Statement of Objectives

• Phase 1: “What is the program about?”

– Objectives

• Phase 2: “What’s in it for me?”

– Objectives

Guiding Theories

• Theoretical Application– Public Information Model– 2-way Asymmetrical Model– Expectancy Value Theory

• Additional Principles– Source Credibility– Facts and Figures– Simple Solutions

Messages• Campaign Theme – “Investment”

– Key Message• Gain a wealth of knowledge• Invest in YOU!

• Type of Appeals– Rational

• Factual and Value Propositions• Emotional Appeal

Fundamental Tactics

•Kick-Off Fundraiser•Virtual Career Fair Booth•Direct Mail Piece/Postcards•E-flyer•Bus Inserts/Outdoor Non-traditional Media

•TV Commercial•Radio Commercial•Website•Preview Event On Site

Op-Ed

News Release

Logo

Social Media

Career Fair Booth

*All images borrowed from istock photo for this presentation.

Billboard

Business Cards

Print Advertisement

Brochures

Timetable

• Campaign Length– 10 months

• Campaign Methods– Fundraiser– Online– Traditional/Visual Communication– Career Fairs– Special Events

Budget

• Budget– Promotional Items– Traditional/Visual Communication– Career Fair/Special Event

Total Campaign Cost: $4,920

Additional Suggestions, Resources, and Staffing

• Additional Suggestions– Kick Off Event– Additional Traditional/Visual

Communication

• Resources• Staffing

– Social Media

Campaign Summary

• Interest in Program Among Target Public (28-45)• Use of Various Tactics

– Focus on ROI

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