Download - Season 44 Marketing Plan
Table of Contents: Meet the Team
Executive Summary
Product Review
Market Review
Market Information
S.W.O.T. Analysis
Goals and Strategies
Season 44 Action Plan
Marketing Budget
Evaluation of Marketing Events
Executive Summary Season 44 brings new opportunities to the Studio One marketing team. This year the
team will have three main points of focus:
1) Consumer Research
The marketing team started their semester by surveying new and returning
Studio One interns. Surveying the current interns at Studio One will help the
marketing team reach students who are interested in positions outside the
marketing field.
2) Studio One – One way to success
This tag line will be used as a theme in advertisements promoting the
internship. The team developed this tag line to encompass the purpose of the
internship program. In a survey of new and returning students, most interns
are involved to gain professional and real-world experience. The tag line
reinforces the message that interns are given another tool for a successful
future through their experience at Studio One.
3) Social Networking
The marketing team will use Facebook and Twitter to promote the show.
The team will research ways to personalize current social media tools
throughout the semester.
The team will focus on research this semester and build some resources and
tools for future marketing teams pertaining to social media options.
Product Review Studio One offers two main products, the weekly television show and an internship program.
The Show Studio One aired their very first episode on February 5, 1987. This show consisted of two guest segments and a music video, together lasting 30 minutes. Studio One has come a long way from its first production. It is now a news and information program similar to NBC’s Today Show or ABC’s Good Morning America. Studio One is telecast live on Thursdays on Cable Channel 3 and UND Resident Life Cinema channel 17. Studio One also plays in a variety of markets and has a potential audience of 4 million.
The Internship
Studio One offers internships to University of North Dakota students. Studio One gives interns hands-on experience in the media field. They are able to make valuable contacts through the program and get the chance to work on an award-winning project. There are four main group s that produce different aspects of the show including the news, programming, production and marketing team.
The news and programming teams are trained to write, shoot and edit stories. The news team is responsible for filling (2) five minute segments on news, (2) two minute segments on sportscasts as well as weather segments. Weather interns work with satellite feeds from CNN Newsource, our nation’s premiere newsfeed service to produce weather segments for the show. The programming team is responsible for producing feature stories, entertainment news and guest segments.
The production team is trained to run equipment used while recording the live show. They create professional visual images through electronic graphics, camera movement, lighting and directing.
The marketing team focuses on the promotion of Studio One. They write press, host promotional events, give tours, recruit for future interns and develop a live audience for each show. They also conduct alumni/supporter relations through print and electronic newsletters that are sent to Studio One alum and friends of the project.
Market Review Studio One is a unique program and its target market is just as unique.
Studio One has both primary and secondary target markets.
Primary Market
The primary market for Studio One includes Grand Forks and East Grand Forks communities, and UND’s student body. Due to the limited advertising budget, the areas surrounding UND are the main focus of the marketing team. The people in closer proximity to the Television Center are also more likely to attend the live show. UND students are a very important demographic for the marketing team to consider. Students are potential audience members, and more importantly, possible interns.
Secondary Market
Studio One’s secondary market includes western North Dakota, Minnesota, Colorado and southern Manitoba, Canada. To promote the program in these regions, the marketing team will be sending weekly press releases to local papers regarding upcoming shows. The marketing team will also send out press releases to contact current students’ hometown newspapers. These releases focus on current intern’s responsibilities and the Studio One program.
Market Areas:
Primary Markets Secondary Markets
Market Information The following list shows current telecast channels and times for the
television show, Studio One.
North Dakota Markets Other Markets:
Bismark-Mandan Dakota Media Access Channel 12 Telecast Time: Mon. - 9:00pm
Brandon & Winnipeg, Manitoba Prairie Public Telecast Time: Sat. 6am
Fargo Channel 99 Telecast Time: Mon. - 8pm Fri.- 2pm
Colorado Springs, Colo. Channel 19 Telecast Time: Fri. - 5pm Sat. - 4pm Sun. - 7pm
Grand Forks Channel 3 Telecast Time: Mon - Tues. & Wed. - Thurs.- Fri. - Sat. & Sun. -
7 am, noon, 6pm, 11pm 7 am, noon, 7pm, 11pm 7 am, noon, 5 pm, 7 pm,11 pm 7 am, noon, 7 pm, 11 pm 7 am, 10 am, noon, 7 pm, 11 pm
Denver, Colo. Channel 57 Telecast Time: Tuesdays - 11:30 am
Grand Forks Channel 17 Telecast Time: Thurs. 5pm Fri. & Sat. 5:30pm
Minneapolis, Minn. Metro Cable Network Channel 19 Telecast Time: Wednesday at 11:00am
Jamestown Channel 17 Telecast Time: Mon. thru Fri. - 12pm
Minot KMSU Channel 19 Telecast Time: Mon. Wed. and Fri. - 11am and 4pm
Steele BEK Sports Network Inc. Channel 19 Telecast Time: Fri. - 5:30pm
Dickinson Rural Cable Network Consolidated Telcom Channel 18 Telecast Time: Mondays at 6:30pm and 8:30pm
Ray, N.D. - Northwest Communications Cooperative Channel 55 Telecast Time: TBA
S.W.O.T Analysis The marketing team surveyed 30 new and returning Studio One interns to find out
what they think are the major benefits of being part of this program. This was used to help
develop the marketing team’s S.W.O.T. analysis. An S.W.O.T. analysis helps define four
main areas of the program environment.
Internal factors: S – stands for strengths of the program. W – are weaknesses. The
marketing team defines weaknesses as aspects of the program that can have a potentially
negative effect on the internship, but they are elements that Studio One has some control
over.
External factors: O – are the areas of potential growth of the program. T -
represents the threats that Studio One faces.
Having an understanding of these aspects of the program allows the Studio One
marketing team to develop stronger public relations and advertising strategies. The
following section summarizes this consumer research.
Strengths
Well-established internship
Turns class room theory into hands on experience
Students are given a competitive edge regarding education and job opportunities
Gain real world experience
Chance to advance people skills
Quality training on industry standard equipment
Studio One teams work well together resulting in quality teamwork
Students are taught professionalism in a work environment
Positive work environment which is one of the main reasons why students apply
to Studio One
Networking opportunities are given
Student leadership opportunities are available
Students experience deadlines similar to those in the workforce
Studio One can be taken for course credits
Current interns help build the program for future semesters through recruiting
efforts
Students and staff are highly motivated
Program reassures students in career endeavors
Students are challenged to think creatively
Program is located on campus
Studio One provides a unique opportunity for UND students
The show has a large audience in several states
Great for resume building
Staff are knowledgeable on subject matter and willing to help students. Staff will
also help prepare students’ resume tapes when applying for jobs after college.
“Students feel confident in what they are doing. The people who direct the interns are very
thorough on what the expectations are and they also make students feel comfortable in
their positions. In the short time that we have been exposed to Studio One, I feel as though I
have seen a new door open up for my future in learning another area that graphic design is
applied.” –Savannah Arnold.
“Studio One has definitely opened my eyes to a lot of different aspects in the broadcast
industry. It took me from just an average college student to one who strives for
professionalism and perfection.” – Kimberly Bestul.
“Studio One has so many strengths in my opinion that it’s hard to condense everything
down. I would say for me, one of the biggest strengths of the Studio One internship is the
people that put it together. Without them putting forth their time, knowledge, expertise
and excitement, the internship would be just another internship.” – Megan Juhl.
Weaknesses
Time consuming inside and outside of the studio. Returning students may feel some training is redundant Limited advertising budget Short amount of time to train before the live shows Unpaid internship Only one new show is produced per week which is a major difference in
comparison to actual television stations that run news shows every day Internship can be stressful
Opportunities
Incoming UND students provide a large pool of potential applicants. Recruit and advertise internships at UND sporting events Develop new promotional materials Conduct more classroom presentations Market through social networks:
o Twitter
People who are interested in program content can subscribe to weekly tweets
o Facebook Weekly story uploads Develop Studio One games
Competitions: o What piece of equipment is this?
Cheesy quizzes: o “How well do you know Studio One?”
o Research the effectiveness of a blog… Potential applicants could subscribe to the blog or tweets if they
wanted to learn more about an internship position. Example: “A day in the life of a camera operator.”
Podcasts o Continue to make our show available on itunes
Threats Some students are trying not to buy a parking pass for campus. With this
internship, students would have to buy a parking pass because the building is considered on campus.
Location of the studio is on the outskirts of campus so many students don’t know what is even in the Skalicky Tech Incubator
Interns are often limited to taking the internship for two credits instead of three (depending on their position)
Internship credits are only offered for Marketing and Communication majors. It is also hard for those interns with a Marketing major to take Studio One for internship credits.
Some UND faculty members are unsupportive of the program Many other internship opportunities on campus Paid internships Other news programs for viewers to watch Not everyone is interested in the Studio One internship opportunity Other organizations at UND offer different benefits to include in students’
résumés
Goals and Strategies
There are many goals and strategies that the marketing team is planning to accomplish this semester. Goals define long term targets. Strategies are the specific ways the Season 44 marketing team will accomplish the goals. The marketing team has divided the goals into four categories. They are internal, public awareness, recruitment and audience. Goals are labeled in navy and strategies are in maroon.
Internal Goals The marketing team will plan two internal events to help build cohesion within the season 44 teams.
Bowling Party o The marketing team will host party on the Thursday after Veteran’s Day.
E-news letters o Three electronic newsletters will be sent to Studio One interns and alum to help them feel
connected to the program.
Public Awareness Goals The marketing team will work to promote the show and internship on the UND campus and in the Grand Forks community. They will also promote viewership in secondary markets.
Weekly Press Releases: o Press releases will be sent to local papers in all markets.
Six booths to recruit studio audience and potential interns: o Two booth at Memorial Union o Gamble o Wilkerson o O’Kelley o Between Odegard/Streibel - at the bus stop
Promotional items/events: o Stickers on coffee sleeves o Pizza box ads o Dakota Student ads o Table tents in UND dining halls o Posters around campus o MU display cases o Balloons o Prize wheel will be used at all booths to encourage students to stop by
Four T-Shirt Days: o Every Wednesday for the month of October the marketing team will wear their Studio One
tees and encourage other people to wear them as well. Dates are subject to change. Additional days may be added to help promote a show or event.
Four Radio Days: o Every Wednesday for the month of October the marketing team will help host the XL 93
Countdown at 9pm. Two Studio One Cab days:
o Studio One interns will use a State Fleet van to give students rides to-and-from classes. Two marketing team members will be in the van at all times. When students get a ride the marketing team member in the front passenger seat will ask them a trivia question and the student will get a prize. We can also implement Studio One trivia in the questions asked. Prizes may include any of our promotional items.
Four events to promote to the UND community:
Homecoming Parade o We will be handing out Studio One balloons and candy to children and UND students
watching the parade. o Candy will have a Studio One sticker affixed in a prominent location.
Monday night football at the Union o October 5, 2009 the Vikings play the Packers. o The marketing team will use watching the game at the Memorial Union as a fun way
to promote the internship and television show. Interns will be encouraged to bring their nominee to this event.
o Pizza and pop will be provided by the Studio One marketing team. Night Life
o Open Mic - with a half-time show by the UND Dance Team o One individual prize for best performance o Dorm floors will be encouraged to participate and there will be a prize for the best
dorm floor talent o Pizza and prizes provided by Night Life
Tail Gating o The marketing team will Tail Gate before the football game to promote the
internship and show.
Recruitment Goals
70 applications o The marketing team is working toward this goal by hosing more events than in
previous semesters. More events will be held on campus and the marketing team is trying something new by hosting a Monday Night football event to help recruit nominees.
Two classroom presentations o Every marketing team intern will attend at least two classroom presentations
throughout the month of October. o The Senior Marketing Director will schedule at least five more classes to present
about Studio One internships than in previous semesters. Nomination forms
o Each marketing team member will nominate three students, if possible, for a Studio One internship.
o The marketing team wants to focus on quality, not quantity of applications.
Audience Development Goals
20 audience members per show o The Audience development team is working with dorm Resident Assistant’s to bring
floors to the show. o Marketing interns will work with one teacher to see if their class can attend a show
for extra credit. o Promo items including movie tickets and coupons to area business will be awarded
to an audience member at the show. Coupons to area restaurants that have liquor will not give coupons for alcoholic beverages.
Season 44 Action Plan September 2009
Sun Mon Tue Wed Thu Fri Sat
20 21 22
Marketing
Presentation
3:00 pm
23 24
First Show
25 26
27 28
Studio One Cab 10:00-
1:00pm
Memorial Union Display
29
Memorial Union
Display
30
Memorial Union Display
October 2009 Sun Mon Tue Wed Thu Fri Sat
1
Memorial Union
Display
400th Show
2
Memorial Union
Display
Dakota Student
Ad#1
3
Memorial Union
Display
4
Memorial Union
Display
5
Memorial Union
Display
Monday Night Football
7:00pm
E-News Letter #1
6
7
Radio 9:00pm
T-shirt day
8
Show Day
9 10
Tailgating (time:
TBA)
Nightlife 9:00pm
11 12 13
Dakota Student
Ad#2
14
Radio 9:00pm T-shirt
day
15
Memorial Union Booth
11:00-2:00pm
Show Day
16
Studio One Midterm
Due
Pizza Box Ads
17
18 19
Memorial Union
Display
20
Memorial Union
Display
21
Memorial Union
Display T-shirt day
Radio 9:00pm
22
Memorial Union Display
Memorial Union Booth
11:00-2:00pm
Show Day
23
Memorial Union
Display
LAST chance:
Dakota Student
Ad#3
24
Memorial Union
Display
28 29 30 31 25 26 27
Table Tents
Home Town Press
Releases #1
28 Radio 9:00
Table Tents
T-shirt day
29
Table Tents
Show Day
30 31
November 2009 Sun Mon Tue Wed Thu Fri Sat
1 2
E-News Letter#2
3
Home Town Press
Releases #2
4
Studio One Cab
11:00-1:00pm
5
Show Day
6 7
8 9 10
Home Town Press
Releases #3
11
Veteran’s Day
12
Studio One
Bowling Event
13 14
No Show
15 16 17
Home Town Press
Releases #4
18 19
Show Day
20 21
22 23 24 25 26
No Show
27 28
29 30
December 2009 Sun Mon Tue Wed Thu Fri Sat
1 2 3
Show Day
4 5
6 7
E-News Letter#3
8 9 10
Last Show
11
12
Notes:
* Studio One deadlines are red * Newsletters are colored in blue * Show days are colored in orange *Classroom presentations are on the dates colored maroon *There will be stickers on coffee sleeves for the whole month of October.
Marketing Budget
The Marketing Team has $850.00 as the beginning budget for its 44th season. Below is how the marketing team plans to allocate funds throughout the semester. There are three categories for funds:
External – are funds that will be spent on promotional items and events.
Internal – are funds spent on items specifically for the marketing team.
Additional expenses- these funds vary in cost depending on the success of the events. The marketing team has left a buffer of funds in case of unexpected expenses.
Marketing Budget
External Expenses
Stickers $50.00
Pens $150.00
Balloons $172.50
Duplicating/fax $150.00
Long Distance $20.00
Tailgating $10.00
Total External $552.50
Internal Expenses
Binders $30.00
Fees/ Membership $50.00
Total Internal $80.00
Additional Expenses
Root beer float hand-
out/booths $80.00
Studio One Cab (50 Miles) $22.00
Total Variable $102.00
Total Expenses $734.50
Original Budget $850.00
Remaining Total $115.50
Evaluation of Marketing Events To ensure that the Studio One marketing team is using funds effectively, the team will run continuous evaluations on internal and external events and promotions. The marketing team will evaluate every promotional event throughout the semester. The marketing team will have an external evaluation in the middle of the semester and another evaluation at the end of the season. These evaluations will be given to the entire Studio One cast and crew. The marketing team will use Google Docs to administer surveys because they are easy to use and evaluate.
Example of the form:
Results are easy to evaluate: