Promotional Plan 2012
TOMA-Top of Mind Awareness. In this new era of social media and mobile apps, 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, promote downloads of our App and create awareness of our niche products and their websites. To accomplish this, in 2012 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 5-6 other interns (40 hours), volunteers and draft members of the advertising and editorial departments. Our Facebook fan base has grown to more than 8,900 followers making us #2 in the rankings of college newspapers with a Facebook presence. CM LIFE’s Twitter followers have increased to more than 6,300 during this past year, and our new App continues to show great promise, exceeding more than 1,200 downloads in our first semester.
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