Season 45

Marketing Plan

Spring 2010

Table of Contents Executive Summary

Team Bios

Product Review

Target Audience

Secondary Audience

Telecast Schedule

Potential Market Growth

SWOT Analysis

Goals & Strategies

Action Plan

Budget

Evaluation

Season 45

Marketing Plan

Spring 2010

Executive Summary

The Studio One marketing team for season 45 has some unique properties that will

contribute to the success of the team. The team is made up of seven returning students and

three new interns. This makes meetings efficient. All of the returning students have

experience to bring the new students up to date on the responsibilities of the marketing

team. This allows the team to move through the training process, build team cohesiveness

and quickly move to the execution of the marketing plan.

The marketing team is dynamic this season. The interns bring a variety of skills to the team.

Jordan Simon is the director and on the marketing team. He also has experience as a

photographer. He brings technical knowledge about news and programming teams to the

marketing team. At booths Simon will be able to talk about the production side of Studio

One. Adam Compton is also on the production and graphics team. He works with the visual

communication aspects of the show. At recruitment events, Compton can explain graphics

team and marketing positions to potential applicants.

Another benefit of the number of returning students is team camaraderie. The team is

already comfortable with working and training with each other. This will benefit the team

performance at public relations events. Booths, classroom presentations, and show days

will run efficiently because effective communication has been established. The

camaraderie of season 45 runs deeper then the marketing team. The marketing team is

close with many other interns on the project. This will give the marketing team strength in

recruitment by having other teams participate in promotional events.

This season’s tagline is Real. Professional. Experience. This tagline was created to bring

cohesiveness to the marketing campaign and advertisements. The marketing team

conducted a survey to see why students applied for the internship. Students consistently

answered that they were looking for a professional way to practice what they are learning

in classes.

Season 45

Marketing Plan

Spring 2010

Product Review

The Studio One program has two main products, a television show and an internship

program.

The Show

Studio One is news and information program produced by students at the University of

North Dakota. The show has progressed from its initial broadcast in February of 1987,

where the show was only thirty minutes long that featured two guest segments and a music

video. The show is modeled after NBC’s The Today Show and ABC’s Good Morning America.

Studio One is produced on weekly basis and has a potential audience of 4 million viewers.

The Internship:

Studio One offers internship and volunteer opportunities to students enrolled at the

University of North Dakota. Students gain professional, hands on experience in an

educational environment. Interns and volunteers work on six different teams: news,

programming, marketing, production, weather and graphics.

The news and programming teams are responsible for the content of the show. Interns

have extensive instruction before going out on assignments. After the training sessions,

students write, shoot and edit their own stories with industry quality equipment. All

assignments are reviewed by a full time staff member before the live show which allows for

a feedback session with students and the assurance of quality stories on the program.

Although the teams have similar duties, their content is different. The news team covers

current national news stories, while the programming team is responsible for feature

stories and the guest segments in the show. Students write for a wide audience since the

show has a large audience potential. Student leaders lead the programming and news

teams. These students meet with the staff to choose appropriate stories and assign those

stories to other students.

The production team is responsible for the technical aspects of producing a live television

show. Students use industry quality equipment and are responsible for the quality and

flow of the show. The graphics team is responsible for developing visuals for the live

telecast.

Season 45

Marketing Plan

Spring 2010

The marketing team is focused on the promotion of Studio One, this includes both the

television show and the internship. Students develop a marketing plan, write press

releases, upload and develop Web site content, give tours, host promotional events,

develop an audience, and promote the internship to prospective interns. Marketing interns

also keep alumni connected to the program through print and electronic newsletters.

Season 45

Marketing Plan

Spring 2010

Target Audience

Studio One has two target audiences: (1) UND students that could be recruits for the internship program and studio audience (2) The Grand Forks community because they can attend the live show

The marketing team has conducted research to learn more about our target audience on campus. The marketing team created a survey for current Studio One interns so the team could develop specifics about our target audience.

The marketing team developed a survey and asked all current Studio One interns to help define what they valued about the program, how they first found out about internship opportunities and their motivation for applying.

Out of the 27 interns who took the survey, most learned about Studio One internships from our classroom presentations or from a friend.

Out of these same interns, most joined Studio One because they wanted professional experience or because they thought it looked like fun.

With this type of information, the marketing team is better able to reach our target audience more efficiently by tailoring our advertising to align with why students apply for an internship.

The marketing team also researched demographic information about UND students from the UND Enrollment Services Web site that allowed gives actual numbers of the target audience instead of just generalizing target audience as “all UND students.”

The following table shows specific majors that would be a good fit for Studio One including:

Arts & Sciences Atmospheric Sciences Business & Public Administration Honors Undecided

The flowing chart also has the numbers of students that are of freshman/sophomore status and how many of them are “undecided” majors. The marketing team plans to give classroom presentations in more introductory-level classes (100-200 level), to target younger students and informing “undecided” students of internship opportunities.

Students who are of junior/senior will also be recruited, bucot this season’s objective is to recruit potential interns earlier in their academic career. Interns will have the opportunity to spend more time at Studio One.

UND Student Body Profile 2009-2010 Enrollment

Total Men 6,86

6

M(%)

52.1

Women

6,306

W(%) 47.9

Number 13,172

Enrollment by College (Date Established)

Men Women

Total Percent

Aerospace Sciences (1982) 1,179 130 1,309 9.94 Arts & Sciences (1883) Atmospheric Sciences*

1,180 1,494 2,674 93

20.30

Business & Public Admin (1924) 1,186 535 1,721 13.07 Education & Human

Development (1883) 182 591 773 5.87

Engineering & Mines (1901) 940 103 1,043 7.92 Graduate School (1951) 813 1,320 2,133 16.19 Law (1899) 129 114 243 1.84 Medicine & Health Sciences -

Undergraduate (1905) 168 462 630 4.78

Medicine - M.D. (1905) 113 128 241 1.83 Nursing (1959) 127 704 831 6.31 Undecided 847 720 1,567 11.90 Honors *According to http://atmos.und.edu/faqs.aspx

2 5 7 0.05

Total 6,866 6,306 13,172

100.0

Levels of Study* Men Women

Total Percent

Freshman 1,659 1,204 2,863 21.74 Sophomores 1,324 1,121 2,445 18.56 Juniors 1,014 866 1,880 14.27 Seniors 1,767 1,485 3,252 24.69

Undergraduate Total 5,764 4,676 10,440

79.26

Full-Time 4,706 4,033 8,739 66.35 Part-Time 1,058 643 1,701 12.91

Graduate Total 860 1,388 2,248 17.07

Full-Time 420 573 993 7.54 Part-Time 440 815 1,255 9.53

Prepared by the UND Office of University Relations from information provided by institutional research, the housing office, and the coordinator of Greek life.

10/2009

The University of North Dakota Grand Forks, ND 58202 © Send questions/comments about this web site to the UND Webmaster.

Tel: 701-777-2011

Toll Free:

1-800-CALL-

UND

Season 45

Marketing Plan

Spring 2010

Secondary Audience 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. Bismarck, North Dakota 23,185 households, with population of 60,389. 29.1% of population from 25 to 44 Brandon Manitoba 50,541 (2008 numbers) from Manitoba Health & Healthy Living Population Report - June 1, 2008 Colorado Springs, Colorado Reach of 80,000 people Denver, Colorado 598,707 as of 2008 U.S census with a metro area of 1.98 million, there are 250,906 households, 36.1% of the people are from ages 25 to 44 Dickinson, North Dakota Reach of 8,600 people Fargo, North Dakota 90,599 (2006 U.S. Census Bureau) Grand Forks, North Dakota 50,372 (2006 U.S. Census Bureau) Jamestown, North Dakota 15,527 (2000 U.S. Census Bureau) Minneapolis/St. Paul, Minnesota 382,605 with a metro area of 3.5 million, 33.7 is the average age Minot, North Dakota 15,520 households with population of 35,419. 27.4% of the population from 25 to 44 Ray, North Dakota Reach of 200 people Steele, North Dakota 761 (2000 U.S. Census Bureau) Winnipeg, Manitoba 672,300 in population, with a metro area of 739,300. The average age is 38.7

Season 45 Marketing PlanSpring 2010

Telecast Schedule

North Dakota Markets Other MarketsBismark-MandanDakota Media Access Channel 12 Telecast Time:Mon. - 9:00pmFargoChannel 99Channel 99Telecast Time:Mon. - 8pmFri.- 2pmGrand ForksChannel 3Telecast Time:Mon -7 am, noon, 6pm, 11pmMon -7 am, noon, 6pm, 11pmTues. & Wed. -7 am, noon, 7pm, 11pmThurs.-7 am, noon, 5 pm, 7 pm,11 pmFri. -7 am, noon, 7 pm, 11 pmSaSat. & Sun. -7 am, 10 am, noon, 7 pm, 11 pm

Brandon & Winnipeg, ManitobaPrairie PublicTelecast Time: Sat. 6amColorado Springs, Colo.Channel 19Telecast Time:FFri. - 5pmSat. - 4pmSun. - 7pmDenver, Colo.Channel 57Telecast Time: Tuesdays - 11:30 amMinneapolis, Minn.Minneapolis, Minn.Metro Cable Network Channel 19Telecast Time: Wednesday at 11:00am

Grand ForksChannel 17Telecast Time:Thurs. 5pmFri. & Sat. 5:30pmJamestownChannel 17Channel 17Telecast Time: Mon. thru Fri. - 12pmMinotKMSU Channel 19Telecast Time: Mon. Wed. and Fri. - 11am and 4pmSteeleBEK Sports NetBEK Sports Network Inc. Channel 19Telecast Time: Fri. - 5:30pmDickinson Rural Cable Network Consolidated TelcomChannel 18Telecast Time: Mondays at 6:30pm and 8:30pmRRay, N.D. Northwest Communications CooperativeChannel 55Telecast Time: TBA

Potential Market Growth

Season 45 Marketing PlanSpring 2010

The marketing team will focus on expanding Studio One markets in the states with the highest enrollment of UND students. Numbers of enrollment for each state were found through UND’s Enrollment Services.

State by state student enrollment

Montana = 100 Undergraduates

Minnesota = 3,560 Undergraduates

North Dakota = 4,885 Undergraduates

South Dakota = 172 Undergraduates

Washington = 127 Undergraduates

California = 104 Undergraduates

Season 45

Marketing Plan

Spring 2010

SWOT Analysis A SWOT analysis is conducted to determine unique strengths the internship program as

well as where weaknesses could be effectively addressed. Pinpointing competition allows

the Studio One program to identify and capitalize on program strengths and identify niche

markets. This season, the marketing team sent out a survey to all Studio One interns.

Responses were used to help generate a wide range of perspectives on the strengths and

weaknesses of the program. Twenty-seven interns from season 45 participated in the

survey. The following is a summary of their answers as well as feedback generated in

marketing team meetings.

Strengths Strengths are internal resources and capabilities that can develop competitive advantage of

the internship and television show.

students of any major or field can join

fun and friendly environment

gain professional experience

student produce quality work

hands on experience

nurturing environment

great resume builder

use of industry quality equipment

o cameras

o editing systems

o lighting kits

o production equipment

o studio mics

o access to CNN news center

o Adobe software

networking opportunity

students can take the internship for credit

program has a great reputation on campus

large telecast area

program is located on campus

larger advertising budget then previous semesters

Season 45

Marketing Plan

Spring 2010

Weaknesses Weaknesses are internal factors that may hinder achieving objectives.

time consuming

unpaid

only one live show a week and a break in the semester can make it hard for viewers

to make watching Studio One a habit

may conflict with student’s schedules

o for: example many marketing and graphics design classes are only offered

Tuesday and Thursdays

non-profit regulations for advertising

deadlines can be stressful for students who have a full class load and one or two

part-time jobs

student turnover

Opportunities Opportunities are external factors that can help the program and internship grow.

Changes in the format of the programming

o There have been some advancements in programming with Facebook feedback

o This semester we are adding Web cam thoughts

o This year the marketing team will develop behind the scenes videos for the

Studio One Facebook page

Studio One’s location can be difficult to explain – the marketing team will develop a map

that will be used at booths to help explain where Studio One is and how parking is

almost always available

Communication Department:

o In the marketing team survey, some students said they applied for the internship

because of a teacher recommendation.

o David Kiefel promotes the internship during appointments hey stress to parents

while recruiting at the opportunity that Studio One

More than happy to send people over for tours

Kiefel would love to have posters and information about Studio One to

hand out to students.

o Noted classroom presentations supporters:

Dr. Rendahl, Brent Ommen, Dr. Kim Cowden – Internship Coordinator,

Kyle Conway, Jake Bell

Season 45

Marketing Plan

Spring 2010

Threats Threats are external that can affect the Studio One program. Threats look at competitors’

products.

A lot of work for only 2 credits

It can be difficult for marketing students to take the internship for credit. And if

they can take it for credit it is two credits (they have 3 credit sections that need to

be filled so they would need to take the internship for two semesters of take another

class to fill the three credit requirement.)

Students may only want to learn about job (example: student may only want to

write press releases but not want to participate on the marketing team)

If a student really wants to learn about reporting, they will only get weekly

deadlines instead daily deadlines

If an intern only participates for one semester reporters only have three

opportunities to produce three or four packages

Difficult to explain where building is located

Television markets are “big” but “small

Show is played on Community Access Channels which have lower viewership and

inconsistent programming schedule

Studio One has a fairly consistent format and viewers may look for more exciting

programming

Local news programs like, WDAZ can compete with the show

Possibility that people see Studio One as less credible because students help produce

segments

Studio One internships are not paid

Other internships in Grand Forks, ND

- Northwest Mutual Financial Network - Not Paid - "Be Kind Day" (Marketing) - Not Paid - MyEdu - Paid - based on performance

Other Marketing Communication Internships/Co-ops in Grand Forks

Feb 8, 2010 search in UND’s Career Services Job Search

Search Criteria: Marketing/Advertising/Communications

Sales & Marketing Internship - Northwestern Mutual Financial Network

Co-op or Internship

Sales and Management Internship Buckle, Inc. - Co-op or Internship

Account Executive - Sales & Marketing - The Campus Special

Season 45

Marketing Plan

Spring 2010

Clerk - USDA-GIPSA-FGIS

Technician - USDA-GIPSA-FGIS

Business Manager - College Pro Painters

Director of Sports - Special Olympics North Dakota

Front Desk Representative 2 - Americas Best Value Inn

TUTORS Needed in Grand Forks - $20-$60+/hour - WheresMyTutor.com

Season 45

Marketing Plan

Spring 2010

Goals & Strategies

The marketing team has developed promotions to help increase awareness of the

internship and program to target audiences. Goals are specific numbers, given in blue

Strategies or the means of reaching these goals are in orange.

Internal Goals

Bowling Party

The marketing team is planning a bowling party after the dress

rehearsal to start building team camaraderie.

Public Awareness

Community Service - Big Event

We will be participating in a local charity event to help the local UND

community.

Stickers on Coffee Sleeves

Table Tents

Posters

Weekly press releases

help keep everyone up to date on what exactly is going on at

Studio One

press release will be sent to area markets to promote the show

and viewership

7 booths

most communication classes are not held in O’Kelly

due to classroom changes, the marketing team will be holding

booths in Merrifield, Memorial Union, and Gamble.

Useful promo items

Chip Clip magnets

Stickers

Pens

Pizza cutters

4 t-shirt days

will help gain awareness for the internship/ show

the marketing team will encourage all the interns and staff to

wear their S1 t-shirts on a least four separate occasions

throughout the season

Season 45

Marketing Plan

Spring 2010

4 radio days

marketing team will help host the Countdown at 9 on XL93

a way to help generate recognition for the show and internship

this event is fun and encourages other teams to get involved

with the marketing team

Nominee Event

Studio One open house

a. At this event, faculty at the UND campus and

communication students will be invited to tour the

facility between 3-5pm on March 2, 2010

b. Current inters will be encouraged to bring their

nominee to check out the studio during school hours

c. This will be a low pressure event where if a student is

strapped for time they may be more inclined to come to

the studio if they can stay for 20 minutes instead of an

hour and a half

Night life

Nightlife coordinated Backspin productions to bring in Rock

Band equipment but hosted by Studio One

This event will be a fun and constructive way to promote

Studio One to freshman-sophomores on campus

The dorms will also be invited to participate in this event

Recruitment:

70 applicants (reached 58 applicants 23% increase from previous

year)

Additional member of the marketing team will aid in

recruitment events

The team has members that are very familiar with the

“products” of Studio One

New Web site resources

a. Recruitment videos

b. More interactive Web features

Audience Development

20 audience per show

Audience members will fill out a survey on how they found out about

attending the show.

Season 45

Marketing Plan

Spring 2010

Season 45 Action Plan

Febr

uary

201

0 Monday Tuesday Wednesday Thursday Friday Saturday Sunday

1 E-Newsletter

2 3 4 5 6 7

8 9 Marketing

Team Presentation

10 11 Booth

(Gamble) Dress

Rehearsal S1 Bowling

12 Nominee

Forms Due

13 14

15 16 Booth At

Communication Link

17 Radio 9PM T-shirt Day

18 Show Booth

(Union)

19 20 21

22 Booth*

(Merrifield)

23 24 Radio 9PM T-shirt Day

25 Show

Booth* (Merrifield)

26

27 28

Mar

ch 2

010

Monday Tuesday Wednesday Thursday Friday Saturday Sunday 1**

E-Newsletter Table Tents Stickers on

Coffee Sleeves

2** Dakota

Student Ad Table Tents

Studio One open house

3-5pm Stickers on

Coffee Sleeves

3** Booth*

(Gamble) T-shirt Day Table Tents

Stickers on Coffee Sleeves

4** Show Booth

(Union) Stickers on

Coffee Sleeves

5** Night Life

Event Stickers on

Coffee Sleeves

6** 7**

8** Booth

(Union) Table Tents

9** Dakota

Student Ad Table Tents

10** Radio 9PM T-shirt Day Table Tents

11** Show

12** Application

Deadline

13** 14**

15** 16

17 Radio 9PM

18 19 20 21

22 Hometown

News Release

23 24 Midterm Paper

25 Show

26 27 28

29

Hometown News Release

30 31

Season 45

Marketing Plan

Spring 2010

Apri

l 20

10 Monday Tuesday Wednesday Thursday Friday Saturday Sunday

1 E-Newsletter

Show

2 3 4

5

Hometown News Release

6 7 8 9 10 11

12

Hometown News Release

13 14 15 Show

16 17 18

19 Hometown

News Release

20 21 22 Show

23 24 25

26 27 28 29 Show

30

May

201

0 Monday Tuesday Wednesday Thursday Friday Saturday Sunday

1 E-Newsletter

The Big Event

2

3 4 5 6 Show

7 8 9

10 11 12 13 14 15 16

Orange - Internal Events

Blue - Recruitment Events

Teal – Booths as Recruitment Event

Purple - Community Service

Red – Market promotion

*Tentative Events

**Union Display Cases

Season 45

Marketing Plan

Spring 2010

Budget

The marketing team has been allocated $1,350 for the semester. This money will cover the

costs of promotional events, promotional items, advertisements and various dues and fees.

Other expenses may arise. The following is a tentative breakdown of this season’s

marketing expenses.

Category Event Cost Promotional Events

Booths (7) $160 Night Life Free Nominee Event TBA

Promo Items Chip Clips $340 Pens $200

Dues & Fees Memberships $50

Advertisements Memorial Union Display Case $40 Dakota Student Ads (2) $192

Other Duplicating $170 Video Camera $90 Binders $10 Long Distance $10

Original Budget $1,350

Total Expenses $1,263

Extra Money/Nominee Event $90

Season 45

Marketing Plan

Spring 2010

Evaluations The marketing team has developed several ways to evaluate their performance throughout

the semester. The team will be using Google Docs to survey marketing team or Studio One

students. A paper evaluation will also be used to survey show attendees.

Evaluations allow the marketing team to gain feedback on events

– This gives us valuable information for future event ideas, and what events

were successful or could be improved.

• Evaluations allow the marketing team to:

– determine effective marketing tactics

• We can now better understand how to target our customers. These

little bits of information will help create present and future marketing

strategies.

– evaluate the use of finances

• Example: This semester the marketing team is cutting back on Dakota

Student Ads.

– Evaluations determined how and why students applied for the

Studio One internship. Below is an example of cost vs. benefit

comparisons:

How applicants found out about the program Cost How many applicants applied due to advertisement

3 Dakota Student Advertisements $480 2 applicants Classroom presentation Free 17 applicants From Friends Free 14 applicants

– Get input from other students on the project

• Interns voted on t-shirt design and a nominee event

• Last semester inters hosted a nominee football event

Season 45

Marketing Plan

Spring 2010

Nominee event survey results

Survey examples:

Audience Development survey sample:

The marketing team will host a Studio One open

house to mirror the same open atmosphere.

• Surveys give a broad outlook on what all interns involved with the

project value about events and the program.

• Weekly audience members will have the option to fill out a short survey.

– This will help the audience development team find why and how they found

out about attending the show.

T-shirt survey results