COMMUNICATIONS
Cristy Gandara Celeste Hakes Mikey Dumlao Patrick Elliott Tim Krenz
TA B L E O F C O N T E N T S Situational Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Research Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Goals and Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Strategies and Tactics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Creative Work Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Media Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Appendices A: Logo B: Website Homepage C: Press Release D: A-Frames/Posters/Fliers E: O’ Colly 1 Front Page Banner Ad 2 Small Print Ads 3 Uniquely Shaped Print Ad 4 Front - Back page 5 Tweet Examples F: Pandora Ads G: Radio Script H: Facebook Ads J: Social Media Homepages 1 Facebook 2 Twitter 3 Instagram K: T-shirt Design L: Events Calendar M: Research Methods 1 In-Depth Interview 2 Focus Group 3 Online Survey
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S I T U AT I O N A L A N A LY S I S There is a lack of awareness because most students have never heard of the Junior Partners Program. Students also aren’t familiar with the extent of the benefits that are provided. Although they are unaware, students seek all of the benefits the Junior Partners Program has to offer. They like that the program provides networking, learning new skills and gaining professional experience. Students don’t want to stay in Stillwater after graduation, and they are already in similar clubs. Potential Junior Partners are in networking clubs, clubs related to their majors or clubs that promote professionalism. These programs are similar to what the Junior Partners Program is trying to offer. This prevents the Junior Partners Program from standing out against the clutter of student organizations. The ads and promotional materials that are currently used are not effective. Students find them uninteresting and irrelevant. The lack of organization, communication and structure is unappealing to students and takes away from the legitimacy of the program.
POSITIONING STATEMENT The Junior Partners Program provides college students with better professional involvement and real world experience than any other networking organization in the Stillwater or OSU community.
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RESEARCH FINDINGS SURVEY FINDINGS • A majority, 88.89 percent, of respondents were involved in extracurricular activities. Popular activities included Greek life, sports groups, major-related clubs and leadership clubs. The top ranked reason for joining a club was “has to do with my major or field of study.” This could pose a problem for the Junior Partners Program because it’s not major-based. • Those who weren’t members of an organization said it was because they were busy focusing on school or didn’t have enough time. Nearly 94 percent was split between these two answer choices. • Even though about half of the participants had heard of the Chamber of Commerce, 97 percent had never heard of the Junior Partners Program. However based on the keywords they used to describe what they think the program is, it seems like the participants had a good understanding of what the program is about. • More than half of the respondents said they plan to go into the workforce after graduation, but 79.10 percent said they do not plan to stay in Stillwater after they graduate. However, if they were to have a job in Stillwater, 50.75 percent answered that they were somewhat likely to stay.
• When joining clubs, the biggest benefits are the social aspects, the speakers that come in, networking, learning new skills and building their resume. They are also willing to commit a few hours per month to a club, but no more than two meetings per month. • All of the respondents agreed they do not plan to stay in Stillwater unless they were to be offered a job with a decent starting salary. • After being presented the current JPP promotional materials, the group agreed they were not effective. They thought the O’Colly ad didn’t provide any information and wasn’t eye-catching. They thought the newsletter was cluttered with too many ads, disorganized and laid out poorly. They also said the information on the newsletter was uninteresting and irrelevant. They liked the event calendar. • None of the participants had ever heard of the Junior Partners Program. They thought the name sounded childish and suggested changing it to something like, “Student Partners Program.”
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FOCUS GROUP FINDINGS
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FOCUS GROUP FINDINGS • The thing the participants liked most about the JPP was the flexibility. They liked that members can pick and choose what events to go to and be as involved as they want to be. • The participants said social media is important for organizations. They said Twitter is the best for getting out information quickly, and Instagram is the best for advertising. They also said that radio over TV would be a more effective form of advertising because many college students don’t have cable, they just have Netflix and Hulu. They also said that email was the best form of communication within members of an organization. • After being asked what they disliked about their current clubs, the biggest pet peeve was lack of organization. They also dislike rushed meetings, overly time-consuming events and clubs with no networking possibilities.
KEY TAKEAWAYS 1. Lack of awareness: students have never heard of the Junior Partners Program, and they don’t know the extent of the benefits. 2. Students don’t want to live in Stillwater: The only exception would be if they were to get a decent paying job. 3. Students are already involved: A majority of the students are already involved in similar networking groups. Junior Partners Program will have to stand out in order to gain membership. 4. Students seek everything the Junior Partners Program has to offer: Even though students are already involved, they seek all the benefits of the Junior Partners Program such as networking, learning new skills and gaining professional experience. 5. What’s happening now isn’t effective: The ads and promotional materials don’t appeal to students and they aren’t effective. They lack relevant information and are packed with uninteresting, irrelevant clutter. 6. Students like organization, and the Junior Partners Program isn’t organized: They like structure and direction. The more organized a club is, the more legitimate it seems and the more likely they are to join it because they believe in the benefits.
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S W O T A N A LY S I S STRENGTHS • Connections with Stillwater businesses • Current members
WEAKNESSES • No organizational structure • No communication
• No awareness • Legitimacy of the Stillwater Chamber • Blends into the clutter of networking of Commerce clubs • Providing services that students are looking for • Community building, not just OSU OPPORTUNITIES • Potential for student growth and success • Stillwater talent acquisition • Potential to establish reputation
• Other similar campus organizations • Internships and jobs • Time devoted to other activities
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• Community enrichment
THREATS
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GOALS & OBJECTIVES GOALS
• Raise awareness of the Junior Partners Program • Grow membership within the Junior Partners Program • Grow the relationship between students and the Stillwater community • Increase the number of students who stay in Stillwater after graduation
OBJECTIVES
• Achieve 15 members by May 2016 • Attain at least 50 followers on Twitter • Attain at least 50 “Likes” on Facebook • Attain at least 50 followers on Instagram • Accomplish an attendance of at least 50 percent of JPP members at Chamber of Commerce events • Have at least one Junior Partner stay in Stillwater post-graduation each year • Host one monthly member meeting • Accomplish an attendance of at least 50 percent of members at meetings
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S T R AT E G I E S & TA C T I C S STRATEGIES
• Establishing an online presence will increase awareness among the target market because it is their preferred form of communication. TACTICS • Create a website • Create Facebook, Twitter and Instagram profiles • Purchase Facebook advertisements • Purchase O’Colly Tweets
• Creating a presence on campus will increase awareness among the target market and improve the legitimacy of the program. TACTICS • Purchase A-Frames on Campus • Table on campus and pass out fliers • Invite students to a Chamber Lunch N’ Learn event via email • Give away T-shirts at club meetings • Perform dinner announcements for the Greek community • Provide JPP representatives to speak at other club meetings
• Creating a brand identity and a community presence will give the program
• Increasing structure will provide organization, communication and direction
for members as well as achieve the club aspects that the target market seeks. TACTICS • Create an officer system at the first club meeting • Send out emails to members and students about upcoming events and meetings • Create an event and meeting calendar
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recognition and significance. TACTICS • Change the name to “Student Leaders of Stillwater” • Develop the tag line “The driving force behind professional success” • Submit press releases to the O’Colly and the Stillwater Newspress about program successes • Create a unified logo and color scheme for the program • Purchase radio ads on Hot 93.7 and Pandora
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C R E AT I V E W O R K P L A N KEY FACT
Members of Student Leaders of Stillwater will benefit from real world experience through networking, project starting and individual professional development.
PROBLEM THE ADVERTISING MUST SOLVE
The advertising must increase awareness among the target market. It must seek to be relevant to students as well as stand out against similar organizations.
ADVERTISING OBJECTIVE
The advertising needs to make Student Leaders of Stillwater seem relevant to students. It also needs to grab their attention, communicate an effective description of the program and set itself apart from the other student groups on campus.
PRINCIPAL COMPETITION
Students who are not a part of Student Leaders of Stillwater are members of other clubs. Specifically, many are members of major-specific clubs. Internships and part-time jobs also keep students busy and prevent them from joining extracurricular activities.
PROSPECT PROFILE
The target market is students at Oklahoma State University. These students seek professional experience, networking opportunities, and structure when it comes to joining organizations. They are also information-hungry, affirmation-seeking and highly sociable.
KEY CONSUMER BENEFIT
The key consumer benefit is preparation for the career world.
THE SINGLE SENTENCE
That’s a great opportunity, and I want to be a part of it.
REASONS WHY
Creating relationships with Stillwater professionals during events will improve networking relations and give real world experience. Project starting opportunities will develop leaders in the community and give a student presence in Stillwater. Group meetings and workshops will develop professionalism for future careers.
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MEDIA PLAN BUDGET ITEM
DESCRIPTION
ESTIMATED BUDGET
30 days of ads that reach 1,400 - 3,600 people in the month of August and another 30 days in the month of January.
$1200
Pandora Ads
Two 15-second ads during the first week of August that will reach 20,000 people and another two ads in the first week of January.
$800
A-Frames
One A-Frame per month that will run for 10 $450 business days during the months of August, September, October, January, February and March.
O’Colly Ads
Constant web ads the entire month of August, one full spread ad in the O’Colly in the first week of August, one uniquely shaped in the second week of August, one front page spot colored ad in the third week of August and two 3ci x 5” spot color ads in the fourth week of August. The same plan will run through the month of January.
$2000
O’Colly Tweets
Three tweets per month through the O’Colly Twitter account that will run in August, September, October, January, February and March.
$300
Hot 93.7 Ad
15-second ads that will run twice per week during the months of August and January.
$540
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Facebook Ads
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MISCELLANIOUS BUDGET BUDGET ITEM Posters
1,000 posters to display on campus throughout the fall semester
$450
T-Shirts
35 T-Shirts to give out during a Lunch N’ Learn in November
$125
On Campus Tabling
Reserve a table on campus to pass out fliers in August
$0
TOTAL
10
ESTIMATED BUDGET
DESCRIPTION
$5,865
MEDIA August
FLOW CHART September
October
Week Week Week Week Week Week Week Week Week Week Week Week 1 2 3 4 1 2 3 4 1 2 3 4 Facebook Pandora A-Frame O'Colly Web O'Colly Print O'Colly Tweets Hot 93.7 January
February
March
Week Week Week Week Week Week Week Week Week Week Week Week 1 2 3 4 1 2 3 4 1 2 3 4 Facebook Pandora A-Frame O'Colly Web O'Colly Print O'Colly Tweets Hot 93.7
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LOGO HORIZONTAL OPTION
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APPENDIX A
W E B S I T E H O M E PA G E / SLS
ABOUT SLS MEMBERSHIP
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COMMITTEES NETWORKING MENTOR PROGRAMS
A B O U T
S T U D E N T
L E A D E R S
Student Leaders of Stillwater provides college students with an interactive environment that offers real world experience through networking, project starting and individual professional development.
The driving force B E H I N D
PROFESSIONAL SUCCESS
During events, SLS members create relationships with Stillwater professionals which, in turn, improves networking relations. Project starting opportunities will develop leaders in the community and give students a presence in Stillwater. Group meetings and workshops will develop professionalism for future careers.
O U R
M I S S I O N
Student Leaders of Stillwater strives to provide college students with the best opportunities to mentor and network with local professionals. SLS serves as a platform for career progression by yielding an interactive environment that offers real-world experience and valuable skills for the work-place.
@ sl_stillwater
APPENDIX B
PRESS RELEASE
News Release FOR IMMEDIATE RELEASE Nov. 4, 2015
FOR MORE INFORMATION CONTACT Cristy Gandara Production Director cganda@okstate.edu
Stillwater Chamber of Commerce brings new opportunities for students STILLWATER, Okla.‒ Jay Kuruvilla, a senior Mechanical and Aerospace Engineering major, has received numerous networking and career opportunities thanks to a program he helped create. In the spring of 2014, Kuruvilla ran for seat three of the Stillwater City Council. Throughout his campaign he got involved with the Stillwater Chamber of Commerce, and they asked him to help start Student Leaders of Stillwater, a Chamber led program designed for students to network with community leaders. “It was basically a way to bridge the gap between the Stillwater Chamber of Commerce and OSU students,” Kuruvilla said. “It’s a way for students to get involved and give back to the community.” Kuruvilla gathered a few of his friends to join the program, and they immediately started getting involved with the Stillwater community. As members they were given the privilege of attending Chamber events to network with professionals, build their resumes and develop new real-world skills.
APPENDIX C
-more-
“It gave me an opportunity to improve my networking skills,” Kuruvilla said. “Now I have no trouble going up to someone I don’t know and starting a conversation.” Kuruvilla was not only involved in the Junior Partners Program throughout his collegiate career. He was also involved in multiple OSU organizations such as Student Foundation, Dance marathon, Student Alumni Board, Freshmen Representative Council and Junior Greek Council. “I eventually got more involved in Student Leaders of Stillwater and less involved in my OSU clubs,” Kuruvilla said. “Student Leaders of Stillwater just seemed to encompass all the benefits of the other clubs I was in.” Since joining the program, Kuruvilla has gotten to go to Lunch N’ Learns where he’s had the opportunity to network with many Stillwater business leaders. know you and are actually really cool people,” Kuruvilla said. “I can go up to the president of Bank First and he knows me on a first name basis.” Kuruvilla said unlike many major-related university organizations, Student Leaders of Stillwater is available for all students of all majors. “The chamber has a variety of industries,” Kuruvilla said. “So no matter what career path you want to go in, you have someone to network with.” Although Student Leaders of Stillwater is fairly new, Kuruvilla said there’s lots of room for growth and involvement opportunity. “The current members are the founders of the organization so we get to decide what direction we take this program in,” Kuruvilla said. -more-
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“It’s crazy that people who are so high up in the community want to get to
After graduation Kuruvilla plans to attend graduate school and find a job with the help of Student Leaders of Stillwater. “As college students we’re looking for a way to network for jobs after graduation, and Student Leaders of Stillwater gives you that opportunity,” Kuruvilla said. “Those business leaders are more than happy to help you find a job after graduation.” For more information on Student Leaders of Stillwater, please visit www.stillwaterchamber.org/SLS. ###
A-FRAMES & POSTERS
A-FRAMES & POSTERS
O ’ C O L LY B A N N E R
APPENDIX E.1
S M A L L O ’ C O L LY A D S
O F S T I L LWAT E R O F S T I L LWAT E R
APPENDIX E.2
U N I Q U E O ’ C O L LY A D
APPENDIX E.3
O ’ C O L LY F R O N T & B A C K PA G E
MMOONNDDAAYY, , AAUUGGUUSSTT 2244, , 22001155
APPENDIX E.4
THE O’COLLY
OCOLLY.COM
MONDAY, AUGUST 24, 2015
O ’ C O L LY T W E E T S
Students! Get involved with #SLS #StudentLeadersofStillwater is an organization for community development. For more information, visit stillwaterchamber.org/SLS.
Develop your professional skills. Join #StudentLeadersofStillwater for great networking opportunities. Visit stillwaterchamber.org/SLS
Mind blowing things happen when you join #StudentLeadersofStillwater. Mentoring, networking and professionalism are what #SLS is about. Visit stillwaterchamber.org/SLS.
APPENDIX E.5
PA N D O R A R A D I O A D S W E B S I T E W EBS I TE
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The driving force B E H I N D
PROFESSIONAL SUCCESS
The driving force B E H I N D
PROFESSIONAL SUCCESS
TMAO B LBEI TL E
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The driving force C LI CK
HER E
B E H I N D
PROFESSIONAL SUCCESS
APPENDIX F
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The driving force B E H I N D
PROFESSIONAL SUCCESS
CLI CK
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The driving force B E H I N D
PROFESSIONAL SUCCESS
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The driving force B E H I N D
PROFESSIONAL SUCCESS
HER E
CC RADIO SCRIPT Title: Join Student Leaders of Stillwater Client/Sponsor: Student Leaders of Stillwater Length of ad: 15 seconds Air Dates: August 1- August 8; January 1- January 8
:00 :02-04 INTRO GUITAR STRUM
ANNCR: THE SKILLS YOU LEARN OUTSIDE THE CLASSROOM ARE JUST AS VALUABLE AS THE SKILLS YOU LEARN INSIDE THE CLASSROOM. JOIN STUDENT LEADERS OF STILLWATER, AN ORGANIZATION
CAREER READINESS. STUDENT LEADERS OF STILLWATER— THE DRIVING FORCE BEHIND PROFESSIONAL SUCCESS. FOR MORE INFORMATION, VISIT STILLWATERCHAMBER.ORG/SLS :13- :15 EXIT GUITAR STRUM
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THAT LEADS THE WAY IN STUDENT
APPENDIX G
FA C E B O O K A D S
Student Leaders of Stillwater Student Leaders of Stillwater
Student Leaders of Stillwater
Our organization yields professional experience and valuable skills for the workplace. Prepairing for the real world can lead to career advancement.
Student Leaders of Stillwater
www.stillwaterchamber.org/SLS Our organization yields professional experience and valuable skills for the workplace. Prepairing for the real world can lead to career advancement.
APPENDIX H
FA C E B O O K PA G E
Student Leaders of Stillwater Community Organization
Student Leaders of Stillwater
APPENDIX J.1
I N S TA G R A M PA G E
APPENDIX J.2
T W I T T E R PA G E
APPENDIX J.3
T- S H I RT D E S I G N S
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EVENTS CALENDAR
STUDENT
LEADERS
SUMMER
EVENTS
MAY
JUNE
JULY
AUG
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CALENDAR
6
CHAMBER 411
14
MENTOR FOR SUCCESS
8
LEADERCAST
15
L E G I S L AT I VE F O R U M
10
LUNCH N LEARN
19
BUSINESS AFTER HOURS
13
MANUFACTURER’S COUNCIL
26
THE CONNECTION
2
MENTOR FOR SUCCESS
16
BUSINESS AFTER HOURS
9
SMALL BUSINESS TRAINING
19
L E G I S L AT I VE F O R U M
12
LUNCH N LEARN
20
THE CONNECTION
1
MENTOR FOR SUCCESS
23
KRAZY DAZE
10
LUNCH N LEARN
23
SOONER STATE DAIRY SHOW
21
BUSINESS AFTER HOURS
28
THE CONNECTION
5
SMALL BUSINESS TRAINING
18
BUSINESS AFTER HOURS
10
T R C P R E -S A L E P E R I O D
24
TOTAL RESOURCE CAMPAIGN
MANUFACTURER’S COUNCIL
25
12 14
Hampton Inn & Suites 3:30 - 5:30 PM
Meridian Technology Center 7:30 AM - 3:30 PM Meditations Banquet Facilities 11:30 AM - 1:00 PM Frontier Electronic Systems 7:30 AM - 3:30 PM
Stillwater Chamber of Commerce 12:00 - 1:30 PM Stillwater Chamber of Commerce 3:30 - 5:00 PM Meditations Banquet Facilities 11:30 AM - 1:00 PM
Stillwater Chamber of Commerce 12:00 - 1:30 PM Meditations Banquet Facilities 11:30 AM - 1:00 PM Stillwater Medical Center 5:30 - 7:30 PM
Stillwater Chamber of Commerce 8:30 - 10:00 AM Renew Sponsorshops for 2016 Aug 10 - Aug 21 ASCO Aerospace USA 11:30 AM - 1:00 PM
Stillwater Chamber of Commerce 12:00 - 1:30 PM Stillwater Chamber of Commerce 8:00 - 9:00 AM Brewer Carpet One 5:30 - 7:00 PM
Holiday Inn & Suites 7:30 - 9:30 AM
Stone Wolf Casino 5:30 - 7:30 PM
Stillwater Chamber of Commerce 8:00 - 9:00 AM Holiday Inn & Suites 7:30 - 9:30 AM
City-wide Sales Event July 23 - July 25 Payne County Expo Center July 23 - July 25 Holiday Inn & Suites 7:30 - 9:30 AM
Federal Credit Union 5:30 - 7:30 PM
Stillwater Chamber of Commerce 8:00 - 9:00 AM
THE CONNECTION Holiday Inn & Suites 7:30 - 9:30 AM
LUNCH N LEARN
Meditations Banquet Facilities 11:30 AM - 1:00 PM
For further details on upcoming SLS events, visit stillwaterchamber.org/SLS/events
APPENDIX L
RESEARCH METHODS IN-DEPTH INTERVIEW Method: We will be interviewing Jay Kuruvilla, a member of the Junior Partners Program, to collect information over his experience with the program. Questions:
1. Tell me about the Junior Partners Program.
2. What is the biggest benefit of joining the Junior Partners Program?
3. Tell me about your personal experience with the Junior Partners Program.
• How did you hear about it?
• What kinds of opportunities have been presented to you since joining?
• What do you benefit from the most?
4. How have your networking relationships changed since joining the program?
• Who have you networked with and what are they like?
5. How much time do you put into the program every week/month? 6. How often do you associate with the other members?
• Do you wish you got more/less time with them? • How do you all communicate?
7. What do you think the program is lacking?
• What would you change about the Junior Partners Program?
8. How would you convince an OSU student to join? 9. What is your involvement in other organizations? 10. Do you live in Stillwater? Why or why not?
11. What is your age, hometown, major and ethnicity?
APPENDIX M.1
FOCUS GROUP Method: We will invite a stratified sample of participants to represent the OSU student body. We had a group of 12 participants who were mostly upperclassmen, had diverse backgrounds and are involved in various organizations on and off campus. Questions: 1.
What do you look for in an extracurricular club?
3.
What benefits do you see in networking with Stillwater businesses?
2.
Do you know much about the Stillwater business community?
4.
Do you currently network with other peers/mentors/students?
6.
What clubs are you currently a part of?
5.
What are some possible benefits of networking with peers vs. mentors?
7.
Are you in any clubs that require a fee?
8.
How much is it?
9.
How much time do you currently dedicate to extracurricular activities?
How much time are you willing to dedicate to extracurricular activities?
12.
Would you consider staying in Stillwater after graduation? Why/Why not?
11. 13. 14. 15. 16.
How likely are you to stay in Stillwater after graduation? Do you know what a chamber of commerce is?
What do you know about the Stillwater Chamber of Commerce? Have you heard of the Junior Partners Program?
What do you think of the name “Junior Partners�?
Show the participants the current promotional materials.
17.
What do you think of the program now?
19.
What would make you join this program?
18. 20.
What do you like/dislike about it? Would you change the name?
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10.
APPENDIX M.2
ONLINE SURVEY Method: We will be creating a 26 question survey on Professor Frein’s SurveyMonkey account to distribute to OSU students. We will use snowball sampling and distribute the survey via Facebook and Twitter. We are hoping to get at least 300 respondents to take the survey. Questions: 1. What social media platforms do you use? (Check all that apply) Facebook Pinterest Twitter LinkedIn Instagram Tumblr 2. What social media platform do you use the most? Facebook Pinterest Twitter LinkedIn Instagram Tumblr 3. How much are you willing to pay per year to join an extracurricular club? Less than $50 $50-$100 More than $100 4. Which of the following benefits do you seek the most when joining a club? Networking opportunities with businesses Networking opportunities with other students Learning more about my career/major Mentoring opportunities 5. How interested are you in networking with Stillwater businesses? (1 to 10, 1 being not interested, 10 being very interested) 6. How interested are you in networking with OSU students? (1 to 10, 1 being not interested, 10 being very interested) 7. How likely are you to stay in Stillwater after graduating? (1 to 10, 1 being not likely, 10 being very likely)
APPENDIX M.3
8. What medium would most effectively reach your attention? (TV, radio, newspaper, online, etc.) 9. How much do you know about the Stillwater Chamber of Commerce? I know what it is I’ve heard of it, but I don’t know what it is I’ve never heard of it 10. How much do you know about the Junior Partners Program? I know what it is I’ve heard of it, but I don’t know what it is I’ve never heard of it 11. Please list any extracurricular activities or clubs you are involved in. (Fill in the blank)
13. Where is your hometown? (Fill in the blank) 14. What is your major? (Fill in the blank) 15. What is your ethnicity?
16. What is your classification? (Freshman, sophomore, etc.)
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12. What is your age?