Texas Media Site Communications Plan

Connection Portal

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Table of Contents

Media Synth Opportunity Statement Objectives & Metrics TexasMedia Overview Competitor Overview The BIG Idea Prioritization Alumni Industry Prospective Students Academia Current Students Interactive Sythesis Budgets Closing

5 6 7 8 9 11 12 13 21 29 37 41 45 48 50 52

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Synthesis is the process of combining ideas to form an overarching theory or system. At Media Synth, we pride ourselves on our ability to synthesize our insights to form a uniform communication strategy. After in-depth research, it all VWDUWV ZLWK WKH ´ELJ LGHD¾ DQG GHÀQLQJ WKH REMHFWLYHV RI ZKDW we will accomplish. $V D WHDP ZH FUHDWH DQ DOLJQPHQW DURXQG WKHVH REMHFWLYHV we then emphasize the importance of prioritization and measurable returns on all investments. Together we know that architecture is crucial—you must have a foundation to facilitate to the needs of any given campaign.

Opportunity Statement Media Synth has the opportunity to brand the TexasMedia Connection Portal as a source for all things media, whether that be for educational purposes, research, recruiting, or endowment.

2EMHFWLYHV 0HWULFV In the span of one year, we want to accomplish the following:

90%

70%

350

of current students create and activate an account

of alumni to learn of the site

new and active accounts from Prospective students

250

50%

25%

pieces of new content to be created by at least 50% of users with active accounts

of alumni reached to create and activate an account

increase in applications to the $GYHUWLVLQJ 0DMRU

25%

increase in research sharing conversations

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TexasMedia

7H[DV0HGLD LV D FRQFHQWUDWLRQ LQ WKH DGYHUWLVLQJ PDMRU DW 87 $XVWLQ providing students with the breadth and depth of media experiences that will prepare them to become professional media specialists. The program is designed to help students become cross-platforms thinkers and doers in advertising media planning, buying, sales, and new media development.

In addition, students have the opportunity to obtain a focus of Texas interactive that will prepare students in an evolving advertising industry with depth understanding of interactive communication. As the TexasMedia’s philosophy of maintaining the left and right brain equilibrium, students are developing their creative and analytical thinking in creating a media plan that will reach consumers in an effective and HIÀFLHQW DSSURDFK 2YHUDOO 7H[DV0HGLD GHYHORSV D ERG\ RI VWXGHQWV WKDW will make an impact in their career. ^advertising.utexas.edu

Top Colleges For Advertising 1. The University of Texas at Austin 2. 0LFKLJDQ 6WDWH 8QLYHUVLW\ 3. Fashion Institute of Technology 4. 3HQQV\OYDQLD 6WDWH 8QLYHUVLW\ 5. 8QLYHUVLW\ RI )ORULGD

Competitor Overview

Fashion Institute of Technology

Michigan State University $V D XQLYHUVLW\ LQ WKH VHFRQG UDQN 068 RIIHUV WKHLU students who pursue Bachelor of Arts in Advertising the option of a specialization in Public Relations. Along with WKHLU SULPDU\ GHJUHH SURJUDP D VWXGHQW DW 068 DOVR KDV opportunities to pursue a concentration in advertising creative and advertising management. Students need to complete 15 credits and one required course within VHYHUDO RSWLRQV RI FRXUVHV WR IXOĂ€OO WKHLU FRQFHQWUDWLRQ They might choose to learn as an art director, a copywriter, a media planner, and account executive.

Moreover, they can take classes to learn about digital advertising and promotional products. ^www.cas.msu.edu AZZZ ÀWQ\F HGX

),7 RIIHUV $GYHUWLVLQJ 'HVLJQ PDMRU DQG $GYHUWLVLQJ DQG 0DUNHWLQJ &RPPXQLFDWLRQV $0& PDMRU IRU VWXGHQWV who want to pursue an undergraduate program in advertising. Students of Advertising Design have to select a brand, develop campaign concepts, and design for traditional media, interactive media, and innovative media. Additionally, students in AMC create integrated marketing communication campaigns for advertising, public relations, direct marketing, and sales promotion.

They develop media plans and special events, direct and produce television and radio commercials, and write print ads, press releases, and newspaper and magazine articles.

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Competitor Overview Pennsylvania State University

University of Florida

Students in the advertising PDMRU DW 3HQQV\OYDQLD 6WDWH 8QLYHUVLW\ DUH WUDLQHG WR develop an understanding of the role and effect of advertising within the business, social, and political areas.

They are prepared for variety professional opportunities, such as media planning and relations, research, and client services. The goal of the program is to help students to entry the advertising profession and to prepare for managerial roles within the concept of integrated communication.

$GYHUWLVLQJ SURJUDP DW WKH 8QLYHUVLW\ RI )ORULGD UHTXLUHV their students to take courses in writing, marketing, case DQDO\VLV VWDWLVWLFV UHVHDUFK JUDSKLFV GHVLJQ FRS\ visualization, media planning, and campaign. Students also have the opportunity to broaden their learning experiences by taking a concentration or minor outside the College. The Department of Advertising is accredited by the Accrediting Council on Education in Journalism and 0DVV &RPPXQLFDWLRQV $&(-0& DQG FHUWLĂ€HG E\ WKH International Advertising Association (IAA).

^www.comm.psu.edu AZZZ MRX XĂ HGX

So What?

7KH 8QLYHUVLW\ RI 7H[DV DW $XVWLQ KDV WKH WRS DGYHUWLVLQJ FROOHJH LQ WKH 8QLWHG 6WDWHV DFFRUGLQJ WR WKH ZHEVLWH bestofcolleges.com, and it ranks high among all rankings lists.

Through the website, we want to increase awareness among people all over the States about the College.

0RUHRYHU ZH ZDQW WR SHUVXDGH WKHP WR JR WR WKH DGYHUWLVLQJ GHSDUWPHQWҋV ZHEVLWH WR ÀQG RXW PRUH LQIRUPDWLRQ about the program and the opportunity that the College offers to their student.

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Big Idea

In TexasMedia's 15 years, current and former students have formed an extensive network of peers, industry professionals, and academic leaders.

In extending this network to an online venue, we are not going to reinvent the wheel. Instead, will establish contact points in each of the networks to establish TexasMedia as a cohesive online community.

Prioritization

Alumni

Prospective Students

Current Students Industry

Academia

When considering the relative importance of each of these affected audiences, we knew that the backbone of the website development, content creation, and of this program is the students.

Without this talent pool of intelligent and motivated students, TexasMedia would cease to exist.

While maintaining an eye to the future of these students, which lies in academia and in the media industry, we have developed a communications campaign to create awareness and incentivize the lifeblood of TexasMedia program to participate and create a new connection portal to the world.

Alumni

Prospective Students

Current Students Industry

Academia

Alumni

Alumni: Where They Are

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^www.LinkedIn.com ^www.adgrad.com

Communication Goals Make former TexasMedia students aware of the new ZHEVLWH DQG LWV PDMRU IHDWXUHV

Inform TexasMedia Grads about the offerings DQG EHQHÀWV RI WKH QHZ 7H[DV0HGLD :HEVLWH reestablishing the sense of connection they once had while in college not only with other Alumni but also with Faculty, Students, and the Industry

Encourage alumni to create an account and use the site to: build connections re-connect showcase their accomplishments recruit potential students. participate in mentoring programs

Transform alumni into TexasMedia advocates: Tell other alumni about the website Tell coworkers and industry friends about program and website Tweet or Facebook share content

Objective: Convey the message that TexasMedia and its new website will allow Alumni to reconnect not only with old friends, but will allow for them to connect with current students, industry leaders, perspective students, academia and anyone else curious enough to create an account expending through the pipeline of a Media-Centric world.

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Research Interviewing TexasMedia Alumni allowed for some great insights which included:

“Staying connected with TexasMedia can be done through the use of events, such as hosting Happy Hours. Especially if it is conveniently located downtown after work. Also the TAG trips current students attend every year (Chicago, New York, San Francisco, etc.) could potentially lead to a greater connection between Texas Alum and current students.

As for mentoring a current student, I believe it is essential part of networking DQG , ZRXOG GHÀQLWHO\ participate, the student feels comfortable asking questions they otherwise would not want to ask when VWDUWLQJ WKHLU DFWXDO MRE ,W LV DOVR D EHQHÀW WR PH because helping others is a rewarding experience on its own. “

´/LYLQJ LQ 1HZ <RUN IRU \HDUV GHÀQLWHO\ PDGH PH ZDQW to connect any which way I could to something familiar, like TexasExes Chapter. If their was such a thing as a TexasMedia Chapter of the same kind I would more than likely drop my plans for the evening and attend, no questions asked.”

“Having a source like the TexasMedia website sounds interesting, but showcasing my accomplishments would be hard, I don’t want to sound like I am bragging. If it is done in the case of presenting weekly topics/articles I can relate to Media then I might be more willing to list examples of the obstacles I have faced and how I overcome them while in the industry” - Sara Kipper,TexasMedia- Class of 2008

-Erica Grimillion, TexasMedia- Class of 2008

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Research “Receiving reminder emails, Facebook events, or LinkedIn messages to be reminded of such an event, would be the best ways to contact me.”

“If I sign-up for an account through the new TexasMedia I would like for the content (such as job postings) to be more niche and accessible. AdGrad does not offer WKLV LI \RX GRQҋW KDYH DQ DFWLYH 87 account.”

- Ashley Dipasquale, TexasMediaClass of 2010

^www.infodocket.com

So What?

Based on our research, reaching Alumni should be done on a personal level. These alumni miss the sense of comraderie that being in TexasMedia brought, and would love the opportunity to meet others with the shared TexasMedia experience.

As we do have existing relationships with the alumni, direct contact will be utilized. It is recommended that messaging invites alumni to the new TexasMedia website and gives them the opportunity to create an account if they choose to re-connect with faculty, other alumni, current and prospective students and the industry at large. %\ FUHDWLQJ DQ DFFRXQW WKH\ ZLOO EHQLĂ&#x20AC;W E\ OHDUQLQJ about new media trends, opportunities, and of course, social gatherings like Happy Hours and dinners.

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Recommendations Email As the number one way 18-40 year olds stay in contact, email will serve as our primary communication medium.

2XU ÀUVW HPDLO ZLOO LQWURGXFH WKH 7H[DV0HGLD &RQQHFWLRQ 3RUWDO DQG DVN DOXPQL WR FUHDWH DQ DFFRXQW DQG LQWHUDFW Follow up emails will be used periodically to introduce new content and features on the website, encourage participation, and maintain constant contact and awareness.

LinkedIn

Facebook

LinkedIn is used by many TexasMedia grads to network within the business world. $ VLPSOH VHDUFK IRU SURÀOHV FRQWDLQLQJ WKH phrase “TexasMedia” gave over 300 results.

Similar to LinkedIn, direct ads will be placed in Facebook to raise awareness and drive visits. The difference between the two venus is Facebook’s more relaxed environment will foster conversation among old friends

It is recommended that InMail be sent to all TexasMedia graduates that we were unable to contact via email.

Similar to LinkedIn, direct messages will be sent to those who were unreachable by other means.

In addition to direct messaging, Media Synth recommends using LinkedIn ads to create awareness and direct alumni to the new website.

In addition, Ads will be used to create awareness and drive visits. It is recommended that ads target Texas Graduates ZKR PDMRUHG LQ $GYHUWLVLQJ RU 3XEOLF 5HODWLRQV $1.20 cpc

Ads will target Texas Graduates in the Advertising and Marketing industry, as well as those in the AdGrad, TexasMedia, and Communications Alumni groups. $4.24 cpc

^www.LinkedIn.com ^www.facebook.com

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Recommendations

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Alumni

Prospective Students

Current Students Industry

Academia

Industry

Overview Objective We want the industry to see us as their personal talent pipeline During this transitional period in communications planning, media agencies are in dire need of candidates that understand the changing landscape and the digital sphere

What Industry? Â&#x2021; :H GHĂ&#x20AC;QH WKH LQGXVWU\ DV media-centric entities, as well as various companies and other future employers for our current and past students. Â&#x2021; Industry= A TexasMedia recruitment opportunity

Communication Goals Inform Industry professionals of the TexasMedia Sequence and the prestige current and past student’s obtain from program

'ULYH WUDIÀF WR 7H[DV0HGLD :HEVLWH Call out companies to set up an account

Have the industry Begin conversations with TexasMedia students, $OXPQL IRU FDUHHU DQG SURMHFW RSSRUWXQLWLHV Generate faculty and academic partnerships to increase research opportunities and business visibility Get a candid, inside look at TexasMedia, its students, Alumni, and faculty accomplishments.

Develop a standing relationship with the members of this media-centric community Create a TexasMedia Mentorship Program Hire current students and graduates and start generating buzz around the talented pipeline

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Research Media professionals frequently read:

How the Industry Hires

Â&#x2021; industry trade press Â&#x2021; columns, online blogs, and social media to gather upto-the-minute information about their ever changing industry

With online search capabilities more companies are using niche job boards that focus on an parrticuar industry RU ORFDO MRE VLWHV WKDW IRFXV RQ D VSHFLĂ&#x20AC;F JHRJUDSKLF location.

LinkedIn Linked in has becomeone of the top of networking sites list for many companies who are recruiting, both because you get a KLJKHU OHYHO RI TXDOLĂ&#x20AC;HG DSSOLFDQWV than if \RX SRVWHG RQ D JHQHULF MRE ERDUG DQG EHFDXVH RI WKH built-in reference system

Job Listing Websites Mintelâ&#x20AC;&#x2122;s consumer research shows that the UHVSRQGHQWV ZKR YLVLW MRE VLWHV PRVW IUHTXHQWO\ DUH VWXGHQWV 7KHLU IUHTXHQW WULSV RQOLQH IRU MRE VHDUFKLQJ can make recruiters attractive to advertisers.

Industry professionals and recruiters: Â&#x2021; Expanded use of blogging and social media Â&#x2021; According to mintel, blogging and social networking offer UHFUXLWHUV DQG MRE VHHNHUV D QHZ DQG H[FLWLQJ FKDQQHO Â&#x2021; By far, personal referral remains the largest single VRXUFH IRU MRE SODFHPHQWV DQG EORJJLQJ DQG VRFLDO networks bring this practice to the Internet

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^www.adage.com ^www.mintel.com AZZZ ZVM FRP

So What?

The increasing popularity of niche VLWHV ERWK IRU HPSOR\HUV DQG MRE seekers, speaks to the potential success of TexasMedia.

Media Recommendations 4A’s Sponsored TexasMedia Event

American Ad Fed SmartBrief

4A's events provide professional training and development designed to reach all career levels within the advertising industry.

Ad Fed’s daily newsletter is an effective means to connect with the advertising industry as a whole.

A TexasMedia and 4A's partnered event would serve as a live and engaging force to reach the industy. 4A's events are strategically held in key cities across the country, enabling the advertising community to convene on a regional and national level.

The sheer scope of reach is over 28,500 advertising professionals and enthusiast. While it is challenging to get picked up for a story, it is within our means to advertise with a text ad, which serves as an integral part to the newsletter.

The idea is to have 4A's members facilitating the discussion, while panels and guest speakers will be made up entirely of TexasMedia graduates. In general, WKLV ZRXOG EH D EHQHÀFLDO ZD\ WR SOXJ WKH 0HGLD SURJUDP DQG GLUHFW WUDIÀF WR WKH ZHEVLWH

^www.aaa.com ^www.aaf.com

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3UHVV 5HOHDVHV &RQWHQW Press Releases to Major Trade Publications The idea is to generate long-lasting content. The exposure will far exceed any running advertising budget. The most effective means of getting buzz about TexasMedia is to have a presence where industry professionals obtain their information. Among the most popular sites are AdAge, Adweek, Media Bistro, Media Post, and Digiday. According to each websiteâ&#x20AC;&#x2122;s media kits the key readers follow along the same industry lines that we are trying to penetrate.

Content Generated by UT Faculty and TexasMedia Grads ,Q DGGLWLRQ WR VXEPLWWLQJ SUHVV UHOHDVHV WR WKHVH PDMRU DG SXEOLFDWLRQV 87 Â&#x2030;IDFXOW\ DQG JUDGXDWHV PXVW simultaneously submit content to these same outlets.

Again, the only cost of this recommendation is time.

Asking industry professionals to participate in mentioning their background in TexasMedia or even asking them to explicitly state in an interview their educational background will generate the necessary buzz. All it takes

26 ^www.utexas.edu

Additional Resources 87 DOUHDG\ KDV D PHDQV WR VXEPLW FRQWHQW DQG SUHVV UHOHDVHV 7KH 2IĂ&#x20AC;FH RI 1HZV DQG &RPPXQLFDWLRQV Contact Director of Media Relations, Gary Susswein for article submission.

If not in Ad related presses, we also have a better shot at getting published in regional newspapers and ZHE VLWHV VXFK DV ´6ODWHÂľ DQG ´7KH +XIĂ&#x20AC;QJWRQ 3RVWÂľ which have large followings.

Program Recommendations Building off of the organic partnerships 8WLOL]LQJ QDWXUDO DOUHDG\ IRUPHG UHODWLRQVKLSV VXFK DV WKH one Carat has with Lisa Dobias, TexasMedia should extend a Media Centric Internship Program to current students and agencies and companies with Texas alumni connections.

Currently, Lisa Dobias recommends two candidates to Alegandro Clabiorne, the Vice president and Integrated Account Director at Carat. We would like to offer this opportunity to additional current students and graduating seniors.

Hosting a Program 7KH SXUHVW ZD\ WR VKRZFDVH MXVW KRZ WDOHQWHG 7H[DV0HGLD students are would be to develop a TexasMedia Internship Program (TMIP). This would take additional resources on the 87 IDFXOW\Ň&#x2039;V VLGH WR Ă&#x20AC;QG DJHQF\Ň&#x2039;V ZLOOLQJ WR WDNH RQ LQWHUQV KRZHYHU WKH EHQHĂ&#x20AC;WV ZRXOG IDU H[FHHG WKH FRVWV

MAIP: A Template for Inspiration We have looked into the 4Aâ&#x20AC;&#x2122;s Multicultural Advertising Internship Program. In future, it is recommended that TexasMedia have a similar application and screening process as MAIP has currently. Partnerships with the participating agencies would only serve as an added value to maintaining a lasting connection with future employers and alumni.

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Media Recommendations Static Ads In addition to LinkedIn ads, we also recommend general cost per click advertisements on the most readily used career source websites. According to 0LQWHO &DUHHU%XLOGHU 0RQVWHU DQG +RWMREV DUH the most widely used sites. While this is not as concentrated an audience as LinkedIn, using a CPC approach will allow us to only pay for clicked ads that attract those who are interested Media students.

LinkedIn Ads This month, LinkedIn announced a LinkedIn Talent Pipeline, a new solution for recruiters which will give them the ability to more easily manage all of their talent OHDGV LQ RQH SODFH 7KLV KHOSV UHFUXLWHUV Ă&#x20AC;QG WKH EHVW talent more quickly. Media Synth recommends targeted ads in this Talent Pipeline space to attract recruiters to 7H[DV0HGLD V ZHEVLWH D SODFH LQĂ&#x20AC;OWUDWHG ZLWK SRWHQWLDO recruits and specialized talent.

Ads will target those with recruiter titles in the Advertising and Marketing industry at a CPC of $4.24

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Alumni

Prospective Students

Current Students Industry

Academia

Prospective

Students

Overview Splitting the Target When approaching the target of prospective students, we LGHQWLĂ&#x20AC;HG WZR PDLQ VXEJURXSV FXUUHQW KLJK VFKRRO VWXGHQWV DQG FXUUHQW 87 VWXGHQWV 7KH GHFLVLRQ WR VSOLW WKHVH WDUJHWV was based on the differing habits and degree of existing communication between groups.

Of the Advertising majors we surveyed, 56% decided to major in Advertising before entering college.

This means our efforts to court prospective students should be split relatively evenly between the two segments.

Objective 2XU REMHFWLYH ZLWK SURVSHFWLYH VWXGHQWV LV WR PDNH WKH TexasMedia Sequence something that students consider and look forward to as they apply for the advertising program, rather than something they learn about while already in the sequence.

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Communication Goals

&XUUHQW +6 87

Make high school students with an interest in advertising and marketing aware of: 87ҋV $GYHUWLVLQJ SURJUDP TexasMedia TexasMedia’s new website

Educate aware students about: The TexasMedia Program FRXUVHV DSSOLFDWLRQ UHTXLUHPHQWV career opportunities alumni achievement Advertising Media Industry

0DNH FXUUHQW 87 VWXGHQWV DZDUH RI TexasMedia TexasMedia’s new website

Engagement - Engage educated students in: discussions with former and current students 4 $ quizzes

Motivate engaged students to: $SSO\ WR EH DQ $GYHUWLVLQJ PDMRU Apply to TexasMedia 6KDUH WKH PLFUR VLWH RQ )DFHERRN 7ZLWWHU Tell friends about their experience on the micro-site

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Research Current HS

Of the 56% of Advertising majors who decided on their major before entering college: 20% decided in their Junior Year 64% decided in their Senior Year

Why Advertising students chose their majors: 88% thought it "seemed interesting" ZHUH LQÁXHQFHG E\ D 79 VKRZ RU PRYLH 16% took a class in high school ZHUH LQÁXHQFHG E\ DQ DGYHUWLVLQJ SURIHVVLRQDO Many respondents expressed interest the balance of business and creativity or saw advertising as a viable alternative to art

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^Noel-Levitz

Of All Prospective College Students 80% have a Facebook account 20% of those have viewed a college's Facebook page 55% watch videos on college Web sites Most interesting content: Student life, academic programs, classes, faculty 86% use e-mail 93% of email users provide an adress to a college that they check weekly Most interesting content: General information, Deadline reminders

So What?

This means this target audience is: 16-18 year olds Researching Colleges Interested in Advertising or Marketing 8VHV )DFHERRN <RXWXEH 8VHV H PDLO

Research

&XUUHQW 87

Of the 44% of Advertising majors who decided on their major during college:

:KHUH $GYHUWLVLQJ PDMRUV ÀUVW KHDUG DERXW TexasMedia:

50% decided in their Freshman Year 40% decided in their Sophomore Year

10% 10% 21% 54% 3%

50% of College students change their majors at least once

Why Advertising students chose their majors: 88% thought it “seemed interesting” ZHUH LQÁXHQFHG E\ D 79 VKRZ RU PRYLH ZHUH LQÁXHQFHG E\ D FROOHJH FRXUVH ZHUH LQÁXHQFHG E\ DQ DGYHUWLVLQJ VWXGHQW ZHUH LQÁXHQFHG E\ DQ DGYHUWLVLQJ SURIHVVLRQDO

Online Advisor Advertising Student Advertising Professor/Class In Orientation

:KDW LQÁXHQFHG GHFLVLRQ WR DSSO\ WR TexasMedia?

50% 64% 29% 57%

reading online another student alumni another class

So What? ,Q DGGLWLRQ WR XWLOL]LQJ WKH VDPH PDMRU resources that high school students use, FXUUHQW 87 VWXGHQWV DUH OLNHO\ WR UHO\ RQ WKHLU SHHUV IRU DGYLFH RQ PDMRUV DQG VHTXHQFH choices.

7KH FXUUHQW 87 VWXGHQW VHJPHQW DOVR JLYHV us the opportunity to communicate through university venues.

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Media Recommendations Facebook Advertising :LWK WKH PDMRULW\ RI +LJK 6FKRRO DQG &ROOHJH 6WXGHQWV XVLQJ )DFHERRN WKH VSHFLĂ&#x20AC;F LQWHUHVW WDUJHWLQJ DQG ORZ costs, Facebook offers the perfect opportunity to reach our narrow target.

DECA Media Synth recommends an initial A/B testing to the following targets in order to determine whether ads directing to the TexasMedia Microsite or to the Facebook Page are more sucessful in generating results.

DECA is an organization that â&#x20AC;&#x153;prepares emerging OHDGHUV IRU FDUHHUV LQ PDUNHWLQJ Ă&#x20AC;QDQFH KRVSLWDOLW\ DQG managementâ&#x20AC;? with chapters in high schools and colleges across the globe.

High School 16-18 year-olds with an interest in Advertising, Marketing, or Mad Men -46,980 people -76¢ cpc Current \HDU ROGV DW 87 - 10,820 people - $1.08 per click

DECA hosts competitions each year in a variety of categories, including advertising campaigns.

Media Synth spoke to Matt, an advertising student who participated in the High School DECA Advertising &RPSHWLWLRQ 0DWW VDLG '(&$ KDG D KXJH LQĂ XHQFH RQ KLV FKRLFH RI PDMRU EHFDXVH ZRUNLQJ RQ D FDPSDLJQ DQG SUHVHQWLQJ WR WKH MXGJHV DIĂ&#x20AC;UPHG WKDW DGYHUWLVLQJ ZDV WKH right path for him.

DECA offers the ability to partner for special events/ programs such as mystery shopper programs, focus groups, and online challenges. Media Synth recommends that TexasMedia create a â&#x20AC;&#x153;TexasMedia Online Challengeâ&#x20AC;? to give interested high school and college students a taste of what TexasMedia has to offer.

34 ^www.deca.org

Media Recommendations YouTube

UTexas.edu Featured Study

Because 55% of prospective college students look at online videos about the college, creating video content is an opportunity we must take advantage of. High school VWXGHQWV HQMR\ ZDWFKLQJ YLGHRV ZKLFK IHDWXUH VWXGHQW life and academic programs the most. By placing the videos on YouTube, we create an additional contact point outside of the TexasMedia website.

$V WKH PDMRULW\ RI SURVSHFWLYH 87 VWXGHQWV ZLOO Ă&#x20AC;UVW YLVLW WKH 87 ZHEVLWH DQG FXUUHQW 87 VWXGHQWV YLVLW WKH 87 homepage frequently, Media Synth recommends that the research study published to target Academia be VXJJHVWHG DV D IHDWXUH IRU WKH 87H[DV HGX KRPHSDJH ,Q RUGHU WR VXJJHVW D VWRU\ D IRUP PXVW EH Ă&#x20AC;OOHG RXW RQ the Know webpage (www.utexas.edu/know/suggest).

Suggested topics for videos include Â&#x2021; 3UHVHQWDWLRQV DQG SURMHFWV LQ $GYDQFHG 0HGLD Â&#x2021; 6WXGHQW JURXS SURMHFW H[SHULHQFH Â&#x2021; $OXPQL VWXGHQW SURĂ&#x20AC;OHV

Email Since most students will give their email address to a university, it is recommended that the TexasMedia homepage requests email addresses for prospective VWXGHQWV WR UHJLVWHU DQG XWLOL]H WKH OLVW WR HPDLO 87 DSSOLFDWLRQ UHPLQGHUV DSSOLFDWLRQ WLSV WULFNV industry news, and to point out new features on the TexasMedia website. ^www.utexas.edu

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Media Recommendations Texas Student Media

On Campus Events

To increase general awareness of the TexasMedia program among the school and encourage applications IURP FXUUHQW 87 VWXGHQWV 0HGLD 6\QWK UHFRPPHQGV D presence in Texas Student Media (TSM).

TAG Meetings Current TexasMedia students and Lisa Dobias will speak at a TAG meeting to present the TexasMedia Microsite case study and answer questions about the Media Program as a whole.

Our primary method will be to pitch stories to The Daily Texan and The Travesty. Our contact at TSM, Adrienne Lee is head of promotions and writes stories to acompany advertising. Media Synth recommends purchasing half page advertisements in the same edition in which our story is printed. Mintel reports that advertsing is more effective when a relevent story is acompanied with it. The advertisements will be purchased at a highly discounted internal rate.

These advertorials will be especially sucessful in the orientation issues of The Daily Texan, which discusses on campus organizations, events, etc.

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Orientation Information Sessions All orientation attendees will be invited to an informational meeting and â&#x20AC;&#x153;Happy Hourâ&#x20AC;? to talk about the advertising PHGLD LQGXVWU\ DV ZHOO DV WKH 7H[DV0HGLD 3URJUDP TexasMedia students will be encouraged to come and share their experiences.

This event will occur at each of the seven orientation sessions during the summer.

TV Screens 0HGLD 6\QWK UHFRPPHQGV ZRUNLQJ ZLWK WKH 'HDQŇ&#x2039;V RIĂ&#x20AC;FH DQG WKH 6WXGHQW 8QLRQ WR KDYH DGYHUWLVHPHQWV SODFHG RQ the TV screens located in the Communications building, 6$& DQG 8QLRQ

Alumni

Prospective Students

Current Students Industry

Academia

Academia

Communication Goals Make other academic institutions, their faculty and professors aware of the TexasMedia program and the new home base that we are creating.

Encourage universities to participate by modeling programs and home pages after TexasMediaâ&#x20AC;&#x2122;s formula. We aim to encourage universities to seek talent from our students and alumni in addition to sharing research.

Inform universities and staff members alike of the research sharing opportunities through our website.

We want them to learn that this website can be the source for talent to their programs.

We feel that by participating in research and modeling programs after our formula, proper sourcing will be a great advocacy for the program and the site.

2EMHFWLYH 7KURXJK WKLV ZHEVLWH ZH ZDQW RWKHU LQVWLWXWLRQV DQG IDFXOW\ WR YLHZ WKH 7H[DV0HGLD SURJUDP DV DQ example of innovation and research which should be followed in educational institutions everywhere.

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Research So What?

Educational institutions are run by important, successful, and intelligent individuals. Our research has shown that these individuals value contributions and opensource sharing within the larger academic community.

A home base where institutions, faculty, and possible graduate candidates can visit to discover up-to-the-minute innovations that TexasMedia and its students are working on would be the ideal connection for the audience.

Readers of academic-based publications: Â&#x2021; 40% are academics (graduate students to department chairs) Â&#x2021; 32% are administrators in key institutional areas (development, student VHUYLFHV Ă&#x20AC;QDQFLDO DLG DQG EXVLQHVV DIIDLUV

Â&#x2021; 14% hold executive level titles (deans, vice presidents, presidents and chancellors)

These publications have a higher focus on student activities, research in WKH Ă&#x20AC;HOG RI DGYHUWLVLQJ DQG LQQRYDWLRQV within the media education model. Academic institutions generally like to NHHS DQ RSHQ Ă RZ RI FRPPXQLFDWLRQ DQG UHVHDUFK WR IXUWKHU GHYHORS WKH conclusions.

Through our media recommendations, the academic community will realize the value that such a website can have on their research and their work. ^Mintel

Media Recommendations Article Publication

DECA

Media Synth recommends submitting articles to be published in the Journal of Advertising Education, Inside Higher Education, and the Chronicle of Higher Education.

As stated in the Prospective Students Section, we are interested in partnering with DECA

These publications are content-driven and have readers who desire to learn about educational innovations going on around the country. Informing them of the educational leadership that TexasMedia has built will encourage these deans, faculty, and educators to contact the program and develop a UHODWLRQVKLS IRU IXWXUH GHYHORSPHQW 8WLOL]LQJ WKHVH higher education focusved publications will emphasize the importance of the TexasMedia program and the impact it can have on the academic community.

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^www.deca.org

Sponsoring a DECA event, like an Online Challenge, for either the High School or Collegiate Divisions will EULQJ LQWHUHVW WR WKH SURJUDP WUDIĂ&#x20AC;F WR WKH ZHEVLWH DQG recognition to the educational efforts being undertaken at TexasMedia.

This will be a cost effective event that brings many impressions for the cost of development of the FKDOOHQJH RQOLQH 1RW RQO\ LV WKLV EHQHĂ&#x20AC;FLDO IRU EULQJLQJ attention to TexasMediaâ&#x20AC;&#x2122;s program and talent pool, but LW EHQHĂ&#x20AC;WV '(&$ E\ SURYLGLQJ WKHP ZLWK D VSRQVRUVKLS for their chosen event.

Alumni

Prospective Students

Current Students Industry

Academia

Current Students

Communication Goals Inform current TexasMedia students about the new TexasMedia Microsite

(GXFDWH VWXGHQWV DERXW WKH EHQHÀWV DQG opportunities that they can obtain from creating accounts on the TexasMedia microsite.

Reiterate the posibilities that TexasMedia prepares them in for their future career as the industry changes

Inspire educated students to create an account and upload their resumes and portfolios in the TexasMedia website.

Encourage active communication between students and the alumni through the website

Encourage engaged students to spread the TexasMedia sequence and its website by word of mouth participate in mentorship program keep continuous conversation after graduation

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Research So What?

How do you communicate with your classmates?

This research reveals the effectiveness of an email marketing campaign. By utilizing the current records and email addresses of cohort members, ZH FDQ HIĂ&#x20AC;FLHQWO\ UHDFK RI current TexasMedia student and inform them of the website and its opportunities.

Blackboard: 49% Facebook: 80% Email: 98% Twitter: 15% LinkedIn: 2%

These students are valuable to the content creation and maintaining of the website because they are motivated to go above and beyond the average coursework for an advertising education and desire to make a impact in the world around them.

(with 0 being not at all familiar and 10 being very familiar)

How familiar are you with the following aspects of TexasMedia?

Overall Program: 6.54 Application Requirements: 6.15 Courses Offered: 5.72 Job Opportunities: 5.54 Alumni Acheivements: 3.64

Media Recommendations Email Marketing Campaign We recommend reaching out to the current students of TexasMedia via an email marketing campaign.

This campaign should seek to make them aware of the TexasMedia connection portal and inform them of the opportunities within the website. Because we have current records of the students, contacting them should be a task that is easily conquerable.

The challenge here lies in motivating the students to engage and share in the website.

Carryover These media efforts aimed at other audiences will reach current students as well: TSM advertisements Lobby TV ads 7th Floor TV Ads 8WH[DV HGX +RPHSDJH IHDWXUH

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Interactive

6RFLDO 0HGLD (YHQWV Social Media Recommendation

Kick-off Event

It is recommended that TexasMedia begins to regularly update its Social Media Pages and LQWHJUDWH VRFLDO PHGLD ZHEVLWHV LQ FRQMXQFWLRQ ZLWK this web page. Maintaining a presence on these social media websites will ensure that TexasMedia has a presence in their audiences everyday life.

Additionally, the use of social media will increase WKH VLWHҋV DELOLW\ WR EH VKDUHG DQG JDLQ WUDIÀF WR WKH website.

On website’s release date, Media Synth recommends throwing a centralized kick-off event in Austin, with satellite events in cities with a large number of TexasMedia grads.

To cut costs, the main event would take place in an on campus location. Additionally, Media Synth recommends leveraging relationships that the Advertising Internship Program has already forged with companies such as Famous Vodka and the Austin Food and Wine Festival.

Satellite events will take place in Chicago, Los Angeles, and New York . These events will serve mainly as a happy hour function to have alumni reconnect and incentivize them to further reconnect using the TexasMedia site.

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Search SEO Media Synth analyzed the effectiveness of relevant keywords for the TexasMedia microsite, with a focus on prospective students, and found that relative to the popularity of the keywords, competition is ÀHUFH 7KLV PHDQV WKDW HVWDEOLVKLQJ KLJK NH\ZRUG UDQNLQJV ZLOO EH GLÀFXOW for the site.

SEM Media Synth also seriously considered investing in paid search.

However, all of the CPC rates were LQFUHGLEO\ KLJK :H FRXOG QRW MXVWLI\ spending upwards of $5 to draw one visitor to the website. Instead Media Synth recommends only bidding on the keyword “TexasMedia” at 39¢ to draw those who are already aware of TexasMedia to the new website.

Synthesis

Timeline of Implementation 6LQFH WKHUH LV QR VSHFLÃ&#x20AC;F WLPHIUDPH RI UHOHDVH 0HGLD 6\QWK UHFRPPHQGV LPSOHPHQWLQJ RXU VWUDWHJ\ LQ three general stages, acompanied by continuous efforts.

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49

Recommended Budget

50

50

Minimum Budget

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Media Synth is thrilled about the opportunities we foresee for the TexasMedia connection portal. With the enthusiastic approach we have taken, our audiences will not only know of the project's existence, but they will participate and advocate for the website. The implementation of this plan promises to be a fun new experience and we are ready to take this journey with you.

We are confident in our recommendations and hope that this campaign can be the beginning of a great relationship between TexasMedia and Media Synth.

Thanks,