Promotional Plan 2011
TOMA-Top of Mind Awareness. In this new era of social media, nothing has been more important. Especially to a campus newspaper. Trends and devices change quickly, and we must always be at the top of our consumers’ minds if we are to stay competitive. Central Michigan Life’s Public Relations plan AND staff continues to grow each year to address these changes, and to create TOMA for our product. How can we influence where our market will get their information? How can we make sure it will still be the campus newspaper/ website/app? And how do we create enough TOMA that when they are looking for that information they REMEMBER us? While many papers may focus on just one or two prime events, we believe it takes a daily and aggressive marketing plan to create effective top of mind. Our overall goal is to promote awareness of our print product, Central Michigan Life, build traffic to our online product, www.cm-life.com, and create awareness of our niche products and their websites. To accomplish this, in 2011 we aggressively turned to social media to build our Twitter and Facebook audiences and then created activities and events that would put us face to face with our core readers. We hired one Public Relation Manager (300 hr. intern) per semester to oversee the completion of all our projects. The PR interns each had the assistance of 4-5 other interns (40 hours), volunteers and staff members of the advertising and editorial departments. Our Facebook fan base went from 3,988 on January 31, 2011 to more than 7,638 as of December 31, 2011. Our Twitter followers also increased from 2,829 to 4,585 during the same period. Advertisers were seeing the results of eyes on pages, and advertising revenue increased over 2010.
LOOK FOR THESE BUTTONS IN THIS PROMOTIONAL OUTLINE. THEY WILL TAKE YOU TO VIDEOS AND WEBSITES MENTIONED HERE.
MEET OUR PUBLIC RELATIONS TEAM
Back Row: Julie Bushart, Advertising Training Manager and Charlie’s Angels wanna-be; Becca Baiers, Advertising Sales Manager starring as Austin Powers; Middle Row: Tyler Besh, CM LIFE Videographer Extraordinaire; Ashley Stephenson, Public Relations Manager and Chief Babysitter; Annie Magidsohn, Advertising Sales Manager and Mini-Me Impersonator; Front Row: Lauren Schneider, Public Relations Volunteer.
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