report deck

7/30/2019 Report Deck

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Agenda

Key Issues

Communication IndustryCompetitive Landscape

Target Audience

Strategy

Brand Key Insight

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External Competition

Local competitor programs

These are programs that students commonly ask about, in terms of howUTA differs and why they should come to UTA Dept. of Comm. instead of

going to these larger, well known schools.

Students are drawn to older programs at universities with established

brands in both public and private venues

The differentiating factors need to be clarified and communicated to target

audiences.

Faculty

consider UNT

and TCU as

our main

competitors

based on

programs

Students

consider UT

and Baylor

main

competitors

based on

reputation

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Internal competition

Local competitor programs Dept. of Comm. as backup major

After trying other majorsCommunication considered common and easy because of broad nature

University primarily focuses on hard sciences in branding and reputation-

related communications

We need to promote the department in a way that shows our great factors

to the target audience.

UTAs new Yes

campaign does

not mention

Communication

or have visuals

including

communication

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Target Audience Confusion

What is communication?

In terms of definitionsIn terms of and what job prospects, careers, and salary are

available

What is communication? What do I do with it? What can UTA

offer compared to other programs?

Communication messages must be developed to address this

confusion.

Several schools have

information describing

Communication and the career

possibilities in the field. Alumni

pages also help define careerpossibilities.

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Goal

Recruit quality students into the department

Declare Communication as intended major asfreshmen

Enter high schools to recruit high quality

students

Brand:Key story (message): Convince students to be a

Communication major from the very start of their

time in college

This should include the departments

differentiating factorsBrand identification (logo/slogan development)

Target audience profiles

Measures:

increased freshman intended communication

Many

communication

departments have a

brand identity

outside of the

universitys main

branding

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Ad/PR AD&PRStrat.

Comm.

Broadcast/Digital

Media

Broadcast

and Tech

MediaTechnolog

y

Communication

Changing industry

Trend for convergence in the the field and communication departmentsCommunication is presented as a burgeoning field for social students

Enrollment is down across the country, especially at a freshman level1

The majority of administrators say they have made curricular changes in the past

two years in response to changes in the Comm. Landscape1

Faculty must have skills in the digital arena1

Ethnic diversity is increasing 1

~80% of programs have made major

curriculum changes in the last 2

years due to changes in the Comm.

Industry. This includes changes in

track names to reflect changes in the

media landscape such as those tothe left.

1. 2011 Annual Survey of Journalism and Mass Communication Enrollments. Journalism and Mass Communication Educator

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UTA Dept. of Communication

Founded in 1972

~950 majors6 sequences: AD, BC, CS, CT, JR, PR

Students gain a liberal arts background

Top five media market

Knowledgeable and dedicated faculty

Student commonly earn internships

Students gain hands-on client experience by working with community clients

Students win awards in their fields, such as the Radio Mercury Awards (seenotes)

UTAs Communication Program is

quite a few years younger then

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External Competitors

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Sequences

Most programs:

Journalism

AdvertisingPublic Relations

Communication Studies

Other names:

Multimedia

BroadcastElectronic Media

Health Communication

Organizational Communication

Media Film

Radio TV Film

Media Strategy

Strategic Communication

Emer in Media and Communication

Texas Techs new multi-media lab

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Communication Program Messages

Creative Community (SMU)

Leadership (Texas Tech)Academic & Professional (UNT)

Knowledge & Skill (A&M)

5 Units. One Direction (Texas State)

Effective Communicators (University of Houston)

Convergence (TCU)Theory + Practice (UT Austin Adv.)

Skills and Theory (Baylor)

UT Ad Dept. home page is branded

Theory + Practice and lists current

places people are interning with

scrolling text plus current job

openings. This emphasizes

practice.

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Advertising Competitors

SMU-Temerlin Advertising Institute

Texas State-School of Journalism and Mass Communication

Texas Tech-College of Media and Communication

University of Houston-Jack J. Valenti School of Communication

UNT-Mayborn School of Journalism

UT-College of Communication

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Broadcast Competitors

Baylor-College of Arts and Sciences

UNT-Radio, Television and Film, Mayborn School of Journalism

TCU-College of Communication


TCU Radio

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Communication Studies Competitors

Baylor-College of Communication

SMU-Meadows School of the Arts

TCU-College of Communication

Texas State-Department of Communication

UNT-Department of Communication Studies


Texas Tech Comm. Studies

Program has clearly distinct

tracks. While UTA has similar

tracks, differences are unclear in

the communication online

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Communication technology

SMU Creative Computation

UT Dallas Emerging Media and Communication

Texas A&M-Department of Communication (Telecommunication Media

Studies)

UNT-College of Visual Arts and Design (Communication Design)

Texas State-School of Journalism and Mass Communication (Electronic

Media)

Texas TechCollege of Media and Communication (Electronic Media

Communications)

UTD Logo for Comm.

Tech

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Journalism Competitors

Baylor-Department of Communication

SMU-Meadows School of the Arts

TCU-Schieffer School of Journalism


Texas Tech-College of Media & Communication




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Public Relations Competitors

Baylor-Department of Communication


Texas Tech-College of Media and Communication




UH PR

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Differentiating FactorsIn our favor:

Student point of view:

AdvisorsLower Cost (living)

Location

Accessible instructors

Hands on opportunity

Internship possibilities

If you want to learn more, you can

submerse yourself in any fieldCourses prepare students for industry

jobs

Important to have broad base of

knowledge in liberal arts, given

magnitude of Comm.

Faculty are involved and there, but not

necessarily known before entering

department

Faculty point of view

Service Learning

Active student organizations

Integrated nature exposes students to

other faculty and students in otherdisciplines

Many schools emphasize their

differences above the fold. Our dept.

has many merits to do the same.

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Differentiating Factors

Not in our favor:

Student point of view:

Reputation of the department is not well-known or large

Classes have limited availability

No summer courses

Too many unmotivated students

Some courses are poorly structured

Faculty point of view:Smaller than other programs

Inability to offer as much variety

Not as many dedicated faculty for a particular sequence

Not as integrated between sequences

Specializations within sequences not possible

Not as prestigious a reputation at university level

We have the material to dispel several of these notions23


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Internal Competitors

UTA does not advertise the social sciences as much as the hard sciences

When UTA does cover Liberal Arts, Arts, Theatre, and Music tend to take

the spotlight

Other departments have specific branding that increases reputation as

well

Other programs compete from a student perspective:

Art: Web and Film vs. Comm. Tech and Broadcast

Business: Marketing vs. Advertising

Business: UTA Management vs. Comm StudiesEnglish: Creative Writing vs. Journalism

However, these programs are very different

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Perceptions: Undergraduates

Reputation

Worried about reputation of UTA and our Communication program

in the communication industry not being as well known as other

larger universities, such as UT Austin

Schools with better funding are considered to have more valuable

degrees

Prestige of older programs translates to better education and

greater opportunity after graduation

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Perceptions: Matriculated Graduates

Location

Close enough for commuters

Far enough for those who want to

leave home

Education

Graduates are confident in ability

to perform industry jobs

Graduates feel equally if not better

equipped than students from otheruniversities

Curriculum builds skills in

teamwork and fosters individual

growth

Many schools emphasize their

alumni to enhance their reputation

and attract donations

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Perceptions: Students VS FacultyCourses

Students appreciate sequence-specific classes

Faculty thinks programs can be more integratedFaculty want to offer more variety

Instructors

Students regard professors as knowledgeable and accessible

Faculty want dedicated instructors for each sequence

Facilities

Students want more hours of access

Faculty would like an overall improvementReputation and Size

Students think a large amount of their peers are unmotivated

Faculty consider the program small

Students are more concerned with university reputation

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Target Audience Confusion

UT Almost

UTA is a small school, commuter school

UTA has a small program in comparisonto others

Other misconceptions

Sequences are the equivalent of

degrees in the chosen field of study

Marketing and business degrees are of

greater value/higher demand

Students do not know whatcommunication is before entering as

freshmen. They figure it out after trying

other majors

Students do not know the sheer

magnitude or influence of

communication

Students are unaware of what they can

do with communication

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UTA Competitive Positioning

Niche

Given the number of schools in the area

Given overlapping programs

Given differences in size of programs.

We need to focus on our positive differences and specialties

Accessible instructors

Hands on opportunity (radio, news, digital media)

If you want to learn more, you can: environment allows

students to submerse themselves in their desired field, e.g.,central location between two contrasting markets

Courses prepare students for industry jobs (faculty

experience)

Newer than competitor programs

Panoramic Thinkers

Department for panoramic thinkers, visionaries, pioneers, mavericks,

seekers, trailblazers, detectives/investigators, innovators,revolutionaries, renaissance men and women (see target audience

descriptions)

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Positioning Model

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Flexible

Rigid

ContemporaryClassic


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Demographics for the quality student

15-19

males, females

High school graduates, transfer students

All ethnicities

English and Spanish speakers

HH income variable

Mainly from TX and surrounding region

GPA: A or B average 2.7 minimum

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Psychographics for the quality student

Interested in a dynamic,

changing field

Not interested in the typical

9-5 job

Self-starters, leaders

Our students want it more

Go getters

Set yourself apart

Excels at left and right brainthinking

Students have worked on

unconventional projects

Diversity not just ethnic

diversity, but diversity in

thinking

We are looking for Panoramic Thinkers

who are able to develop ideas from a

wider perspective; communication

practitioners must have this same

perspective. This allows their thoughts to

adapt to unique circumstances. Their

strengths include problem-solving,

brainstorming, critical analysis, and pattern

recognition.

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Geographics

Cities with constant media exposure, sub and counter culture influences

Austin, Dallas, Houston, San Antonio

Atlanta, Boston, Chicago, Denver, Los Angeles, Pittsburgh, Portland,

Seattle

Rural areas in Texas and the region

East/West Texas

Alabama, Arkansas, Louisiana, Mississippi

International scope

Australia, Brazil, Canada, Germany, Mexico, Sweden, UK, China, India

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Target Archetype

Herman Courier is a high school student. He has a large circle of friends and

constantly finds himself interacting with people from all circles. Accordingly, he

has learned how to conduct himself in any social situation. He is friendly and

adaptive. He knows how to tell a good story to his friends as well.

In school, he does pretty well. He gets As and Bs, possibly a C here and there,

but he blames that on the outside projects and hobbies he enjoys, such as

developing a Facebook page for his moms local business. These projects have

allowed Herman to begin to understand the importance of problem solving. His

ultimate goal is to draw upon his experiences to do unconventional things inwhatever career he chooses; maybe computer engineering or website

development. What he does not know is that a career in communication could do

just that for him.

Herman is not conventional. He is not the straight A or C student. He is

somewhere in-between, because he thinks differently.

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Learn

- Definition, magnitude, andpotential for communication- UTA Comm. Departments

role in developingcommunication practitioners

Do- Inquire with the department

- Visit department, attendtours and open houses- Research sequences

- Soul search

Feel- Exclusive- Esoteric- Inspired

- Contemporary

Model: Learn Do Feel

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Brand Message/Key Insight

Submerse yourself in the unconventional.

Communication as a degree is unconventional. Unlike any other major on

campus, communication is the only field of study that will touch every single

industry and field out there. No matter what field someone is in, they will need

communication. You can submerse yourself through communication in any field

you want, and the magnitude of influence you can have is as big as you can

think; a perfect degree for a panoramic th inker.

UTAs Department of Communication is a congenial entity with a desire to shareits knowledge and experience. It is younger than its competitors, therefore, it is

newer as well. And as we know, younger brands have the ability to do

unconvent iona lthings. We offer a program that is less rigid and more

accommodating than the competition. Students of the Communication

Department are immersedin a college filled with diverse minds and possibilities.

The structure and flexibility of the program enables anunconvent iona l

approach toward higher learning. The possibilities are endless as faculty

continually encourage pupils to go deeper.

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Geographics

Cities with constant media exposure, sub and counter culture influences

Austin, Dallas, Houston, San Antonio

Atlanta, Boston, Chicago, Denver, Los Angeles, Pittsburgh, Portland,

Seattle

Rural areas in Texas and the region

East/West Texas

Alabama, Arkansas, Louisiana, Mississippi

International scope

Australia, Brazil, Canada, Germany, Mexico, Sweden, UK, China, India

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Brand Personality

The contemporary Hermes, the bike

messenger, is known for

Their unconventional

behavior

There are no straight lines

anymore in sending

messages. Therefore, they

see different perspectives on

the routes to achieve adesired communication goal.

Protector of storytellers, one

of the most important skills

for communication

practitioners.

Always changing to meet a

new challengeThey ultimately

serve to educate and

improve society.

When they speak to

possible apprentices,

they tell them to bepanoramic thinkers so

From

to

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Creative Brief Summary

1.Problem/Results:

Internal/External Competition & Target Audience Confusion.

Brand should encourage quality students to come to UTA to major in

Communication

2.Tgt. Aud.: Herman Courier is not conventional. He is not the straight A or C

student. He is somewhere in-between, because he thinks differently. He is in high

school and at the age where he is trying to decide what to do in college as he is

applying. He is a go-getter who does not want the typical 9-5 job. He is both left

and right brained, a panoramic thinker.3.Brand Results: Increased visits to web, tours/PD, inquiries, freshmen intended

majors

4.Information Needed: Clear definition of communication: importance of it, what

it is, omnipresence/magnitude, influence on every aspect of life, possible careers

in the field, incentives, connection to other fields, differences that UTA Comm.

Dept. provides to enter the industry

5. Brand Personality: unconventional, sees different perspectives, a goodstoryteller, always changing , serves to educate and improve society

6. Key Insight: Submerse yourself in the unconventional.

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AboutUsMissionStatementMessagefromtheDeanDepartmentHistoryFaculty/StaffAdvisors

ProspectiveStudentsAdmissionsSequencesScholarships&FinancialAidUpcomingOrientations&Tours

CurrentStudentsAdvisingCourseSchedulesDegreeRequirementsStudyAbroadInternship&EmploymentInfoStudentOrganizations

ServiceLearning

Web Communication

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ResearchStudentSpotlightFacultySpotlight

AlumniProfilePages

Awards/Achievem

entsSupportPage

NewsandEventsEventsCalendarDepartmentNews

Web Communication

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Media Kit

Letter from the Department Chair

Information on visiting and

contacting the department

Latest editions of Shorthorn

Newspaper and/or COLA

Handouts for each sequence

UTA Communication promotional

items (pens, pencils, stickers,etc.)

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Texas Tech Media Kit

report deck

Documents