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CONCEPT AND STRATEGIC PLAN Project Name: ORANGE OUTREACH Agency: Spin Doctors Presenters: Daniel Amilian, Justin Brannon, Christina Hodge, Jessica McEver Objectives: Increase in-‐state enrollment by 1 percent in first year, with .5 percent increase each year for the next 5 years. Target Audience: Senior High-‐School Students as a primary target audience, and freshmen through junior high-‐ school students as secondary. Campaign Concept: Over the past 5 years, Oklahoma State has seen a decrease in the number of Oklahoma residents enrolling at Oklahoma State. Oklahoma State has acquired the help of the Spin Doctors to increase the in-‐state enrollment rate. As a concept, the Spin Doctors will use a great online presence to appeal to in-‐state high-‐school students about the day in the life of college students. We will have designated Oklahoma State student’ blogging, tweeting, texting, creating videos and using other social media about their college life, experiences, and academic success. College students will apply for this position like a scholarship and will receive a scholarship and stipends. Depending on major, this will count as a work study.
ORANGE OUTREACH / 323 Student Union / P.O. Box 2010 / Stillwater, OK 74076-‐2010 Ph. 405.744.1000 / Fax 405.744-‐1001 / info@orangeoutreach.com / orangeoutreach.com
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Orange Outreach is focused on increasing enrollment to provide opportunities for success for the future students of Oklahoma State University. Oklahoma State knows that students are already using social media, and most importantly, want to become active in the conversation. According to the Employment Outcomes Report, 90 percent of Oklahoma resident graduates who earned bachelor’s degrees were employed in Oklahoma within one year. Above all else, Orange Outreach and OSU is committed to the continued success of strengthening the State of Oklahoma.
ORANGE OUTREACH / 323 Student Union / P.O. Box 2010 / Stillwater, OK 74076-‐2010 Ph. 405.744.1000 / Fax 405.744-‐1001 / info@orangeoutreach.com / orangeoutreach.com
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April 20, 2010
Contact Information Christina Hodge 405-‐627-‐5539 Christina.hodge@okstate.edu ORANGE OUTREACH SEEKS TO INCREASE IN-‐STATE ENROLLMENT AT OKLAHOMA STATE UNIVERSITY Campaign uses social media to draw attention of perspective students STILLWATER, Okla -‐ Oklahoma State University is focusing on increasing in-‐state enrollment and creating interest of perspective students. By using current social media trends, Orange Outreach plans to spark conversation between college and perspective students. The goal of Orange Outreach is to communicate with prospective college students in Oklahoma using social media in order to increase enrollment at Oklahoma State University. Orange Outreach will use popular social media sites such as Facebook, Twitter, YouTube, WordPress Flickr, Delicious, MySpace, LinkedIn and Socially Orange. Oklahoma State knows that students are already using social media, and most importantly, want to become active in the conversation. Orange Outreach is designed to build relationships between high school students, OSU students, and the University. Social Media will help jump start these relationships. Blogs, tweets, and Facebook updates will provide high school students a personal relationship with current OSU students. By simply logging on, prospective students can have any questions answered almost instantly. By using these social media tools, Orange Outreach will create a personal relationship with high school students, much like their experience here at OSU will be. An education at OSU is much more than earning a degree. It’s about the relationships you build along the way. Oklahoma State University is a multi-‐campus public land grant educational system that improves the lives of people in Oklahoma, the nation, and the world through integrated, high-‐ quality teaching, research, and outreach. The Oklahoma State University System will advance the quality of life in Oklahoma by fulfilling the instructional, research, and outreach obligations of a first-‐class, land grant educational system. ### ORANGE OUTREACH / 323 Student Union / P.O. Box 2010 / Stillwater, OK 74076-‐2010 Ph. 405.744.1000 / Fax 405.744-‐1001 / info@orangeoutreach.com / orangeoutreach.com
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April 20, 2010 Dear Business Editor, I am writing you to provide an opportunity to cover an exciting new recruitment program at OSU. It is called Orange Outreach, and we are a group of OSU students trying to build relationships with prospective and current OSU students with innovative techniques. Our campaign is centered on using social media. At Orange Outreach, we recognize that both high school and college students are actively using social media. We want to become part of their conversations. Not only do we want high school students to start talking about OSU, but we want them to get excited. We will encourage current OSU students to talk about their OSU experiences using various social media forms, such as, Facebook, Twitter, YouTube, WordPress, Flickr, Delicious, MySpace, LinkedIn and Socially Orange. Our objective at Orange Outreach is to increase in-‐state enrollment. We are focusing on raising enrollment by one percent within the first year, and increasing that by .5 percent each year for five years. I am sure your readers will value a story that is not only about cutting edge recruitment techniques but is also about strengthening our state with future college graduates. We would like to invite you to become part of our conversation. Please join the Orange Outreach crew for an exclusive interview on May 3, 2010. If you have any questions feel free to contact me via E-‐mail, jmcever@okstate.edu, or by phone, 918-‐230-‐4080. Thank you for your time, Jessica McEver
ORANGE OUTREACH / 323 Student Union / P.O. Box 2010 / Stillwater, OK 74076-‐2010 Ph. 405.744.1000 / Fax 405.744-‐1001 / info@orangeoutreach.com / orangeoutreach.com
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Orange Outreach uses social media to increase OSU enrollment Orange Outreach aims to increase the current enrollment at OSU 1 percent in the 2010-‐11 school year with another one-‐half percent increase each year for the next five years. Oklahoma State University knows that students are using social media, and most importantly, wants to become active in the conversation. Orange Outreach will provide a forum though social media for prospective students to communicate with OSU. Social media is an inexpensive and effective way for the university to communicate with students. More than 85 percent of students at 4-‐year universities have a Facebook profile, according to The Use of Social Media in Higher Education for Marketing and Communications: A Guide for Professionals in Higher Education. The most important part of communicating is listening. Orange Outreach seeks to use social media to learn about the needs and desires of future college students. For this reason, OSU uses several social media Web sites to communicate among students, alumni and the public including Facebook, Twitter, YouTube, WordPress, Flickr, Delicious, MySpace, LinkedIn, and Socially Orange. Orange Outreach is focused on increasing enrollment to provide opportunities for success for the future students at Oklahoma State University. Oklahoma State University also uses social media in the classroom. OSU offers a unique online social media course. According to TulsaPeople.com, it is one of 18 similar classes in the world and the only one in Oklahoma. Studies have shown that these online courses are more suited to the next generation of students. K-‐12 students in online classes out perform traditional students according to the U.S. Department of Education’s report, “Evaluation of Evidence-‐Based Practices in Online Learning: A Meta-‐Analysis and Review of Online Learning Studies.” Above all else, Orange Outreach is committed to the continued success of strengthening the State of Oklahoma. OSU provides students with the tools needed to be become successful, productive members of society. Ninety-‐percent of Oklahoma residents who graduate with a bachelor’s degree in Oklahoma are employed within one year according to the Oklahoma State Regents for Higher Education Web site. Therefore, Orange Outreach’s commitment of increasing enrollment at OSU is not only beneficial to the student, but to the university and the state of Oklahoma. ORANGE OUTREACH / 323 Student Union / P.O. Box 2010 / Stillwater, OK 74076-‐2010 Ph. 405.744.1000 / Fax 405.744-‐1001 / info@orangeoutreach.com / orangeoutreach.com
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Social Media at Oklahoma State University Oklahoma State University offers a top quality education using the tools of the modern world. The mission of Orange Outreach is to communicate with prospective college students in Oklahoma using social media with the goal of increasing enrollment at OSU •
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OSU uses several social media sites allowing communication among students, faculty, alumni and the public: o Facebook o Delicious o Twitter o MySpace o YouTube o LinkedIn o Wordpress o Other (Socially Orange o Flickr More than 85 percent of students at 4-‐year universities have a Facebook profile according to The Use of Social Media in Higher Education for Marketing and Communications: A Guide for Professionals in Higher Education. 96 percent of Gen Y has used a social network according to the Grunwald Associates national study at http://www.trendsspotting.com. OSU offers a unique online social media course. According to TulsaPeople.com, it is one of 18 similar classes in the world and the only one in Oklahoma. K-‐12 students out perform traditional students according to the U.S. Department of Education’s report, “Evaluation of Evidence-‐Based Practices in Online Learning: A Meta-‐ Analysis and Review of Online Learning Studies.” 90 percent of Oklahoma residents who graduate with a bachelor’s degree in Oklahoma are employed within one year according to the Oklahoma State Regents for Higher Education Web site.
Media Contact: Dan Amilian 918-‐232-‐8545 daniel.amilian@okstate.edu
ORANGE OUTREACH / 323 Student Union / P.O. Box 2010 / Stillwater, OK 74076-‐2010 Ph. 405.744.1000 / Fax 405.744-‐1001 / info@orangeoutreach.com / orangeoutreach.com
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MEMORANDUM
TO: Burns Hargis, President, Oklahoma State University CC: Gary Shutt, Director of Communications, Oklahoma State University FROM: Orange Outreach: Daniel Amilian, Justin Brannon, Christina Hodge, Jessica McEver DATE: April 20, 2010 RE: Approval for Continuance of ORANGE OUTREACH This memo seeks approval of continuance of the Orange Outreach campaign to increase in-‐ state student enrollment at Oklahoma State. In the past, Oklahoma State University has provided recruitment efforts within the State of Oklahoma to increase in-‐state enrollment at the University. Since 2005 however, these efforts were short lived when a decline of in-‐state students enrolled at the University started to occur. Currently, the enrollment rate of in-‐state students has dropped 6.2%, from 18,136 in 2004 to 17,006 in 2009. The University wanted to revamp these recruitment efforts and chose to start a new campaign to kick off new efforts along with our Branding Success campaign. The program is Orange Outreach, targeting Oklahoma high-‐school students. Objective: Increase in-‐state enrollment by 1 percent in first year, with .5 percent increase each year for the next 5 years. Target Audience: Our target audience is high-‐school seniors whom are college bound or have a remote interest in higher education. Secondary audience is high-‐school freshman through juniors who also have a interest in higher education. Strategy: -‐ -‐ -‐ -‐
Leverage Oklahoma State students as the spokespeople for the University, generating awareness about the life of a college student, from the college student. Build relationships between high-‐school students, Oklahoma State students, and the University. Develop a social media campaign as our primary platform for a day in the life of the college student. Use faculty and staff working in the various Oklahoma State Colleges and Schools to assist the program and to attract parents and high-‐school counselors.
ORANGE OUTREACH / 323 Student Union / P.O. Box 2010 / Stillwater, OK 74076-‐2010 Ph. 405.744.1000 / Fax 405.744-‐1001 / info@orangeoutreach.com / orangeoutreach.com
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Simultaneous launch of the Orange Outreach Web site and social media platforms (Facebook, Twitter, YouTube, WordPress, Flickr, Delicious, MySpace, and Socially Orange). This effort focuses on the interaction of high-‐school and college students, and what college life is like, before the student sets step on a college campus. Placement of Oklahoma State students in these media platforms about student life at the University. Feature stories in high-‐school counseling Web sites and in local newspapers, such as the Daily Oklahoman and Tulsa World. Distribution of online media kits to editors, including main news release, news feature, fact sheets and photos and graphics on the Orange Outreach program. We want to make sure that high-‐school counselors, teachers and parents know that OSU and Orange Outreach is concerned for the millennials in Oklahoma, and would like to help them succeed. Coordination with Oklahoma State Athletics and Branding Success, featuring guest videos and blogs from OSU coaches, athletes and executives. Using this effort, Orange Success can help with athletic recruitment efforts within the state.
Calendar: Orange Outreach will continue research at the approval of this program, and will start coordinating with students, faculty and staff during the summer and early fall semester. We intend a launch of the Web site in September or October, 2010. This time period is primarily when high-‐school juniors and seniors are meeting with counselors to discuss higher education plans. The Doctors are committed to building relationships between high-‐school students, the university, and students of OSU using social media platforms. With your approval and support, we would like to continue research and usher in a new wave of college and high-‐school student relations through social media. By not replying to this submittal by Friday, April 23, we will assume we have your full support in this campaign. Attachments: 2009 OSU Enrollment Trends, see page 11 Technomorphing – Iconoculture ORANGE OUTREACH / 323 Student Union / P.O. Box 2010 / Stillwater, OK 74076-‐2010 Ph. 405.744.1000 / Fax 405.744-‐1001 / info@orangeoutreach.com / orangeoutreach.com
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BURNS HARGIS’ SPEECH TO PROSPECTIVE STUDENTS AND PARENTS [Lead audience into ATRC] As we enter the Advanced Technology Research Center, I would like to emphasize OSU's research efforts. The university as a whole has received both national and international significance, from Fulbright grant scholarships to the launch of our OSUccess campaign in April. The Fulbright is the largest United States international exchange program offering opportunities for students, scholars and professionals to partake in international graduate studies, advanced research, and university teaching in schools worldwide. Our chemistry department head, Dr. Jeffrey White and his family will spend a semester in Warsaw, Poland to conduct research on polymers. OSU is committed to research. Radiation research at OSU has brought commercial success with ___________(company name), a world renowned company brought here to Stillwater to work closely in our combined efforts to ________________. The university is also researching sensor technologies to detect dangers in prostate cancer. With those same sensor technologies, OSU has researched the possibility of pinpointing chemical agents of mass destruction to help homeland/national security efforts. A part of our research efforts, OSU is recognized as a Land-‐Grant University. This great recognition means this land was granted to the University and in return, we focus our education efforts on agriculture, science and engineering to give back to the state of Oklahoma as well as the United States. Through OSU's land-‐grant heritage, students are able to study many declarations (studies) of academic discipline. In addition to the income from land grants, OSU receives a portion of the federal fund appropriations totaling $550 million annually. The OSU College of Agricultural Sciences and Natural Resources is dedicated to making available science based information relevant to improving the quality of production for our farmers in Oklahoma. Being a land grant university, OSU teamed with the Oklahoma Co-‐Op Extension to increase appropriations for agricultural enterprises, natural resources and environmental management, and food, nutrition, health and safety education. So as you can see with being a land grant university, we are dedicated to serving the state of Oklahoma as well as the United States. OSU is also recognized as a Sun-‐Grant University, meaning we are federally recognized in our efforts toward renewable and sustainable energy resources. OSU is one of 5 universities in the United States to have this distinction. We partner with federal departments, such as the Department of Transportation, Department of Energy and the Department of Agriculture to help in research efforts to help our country find other means of energy consumption. ORANGE OUTREACH / 323 Student Union / P.O. Box 2010 / Stillwater, OK 74076-‐2010 Ph. 405.744.1000 / Fax 405.744-‐1001 / info@orangeoutreach.com / orangeoutreach.com
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With all the research efforts listed above, there is no doubt that OSU is committed to research. But OSU is committed to something else also: Success of our students. I touched on the launch of OSUccess and I would like to tell you more about those efforts. OSUccess is a campaign launched in February to raise $1 Billion for scholarships, university jobs, campus expansion and new college programs. To kick off the campaign, students participated in a social media-‐driven scholarship competition where the students defined success through high-‐resolution video, photography, or a blog entry. Through that competition, the OSU foundation and university awarded 10 students with $1,000 scholarships each. The OSUccess scholarship will award winners each semester throughout the life of the Branding Success campaign, so for you future Cowboys and Cowgirls, you will have an opportunity to express your definition of success here at OSU. Currently, the OSUccess campaign has raised $560 Million of its $1 Billion goal. This campaign will transform higher education in Oklahoma. The benefits will expand beyond OSU’s five campuses. Our efforts will improve the quality of education in this state and make it more accessible to students. Through advancing research and programs, this campaign will improve our state, nation and world. Any questions? ...From here, let's head to the Student Union so you can see the OSU plan for the next 25 years!
ORANGE OUTREACH / 323 Student Union / P.O. Box 2010 / Stillwater, OK 74076-‐2010 Ph. 405.744.1000 / Fax 405.744-‐1001 / info@orangeoutreach.com / orangeoutreach.com
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MEMORANDUM TO: Burns Hargis, President, Oklahoma State University CC: Gary Shutt, Director of Communications, Oklahoma State University FROM: Orange Outreach: Daniel Amilian, Justin Brannon, Christina Hodge, Jessica McEver) DATE: April 20, 2010 RE: President Hargis’ social media role in Orange Outreach This memo outlines President Hargis’ involvement in Orange Outreach. Orange Outreach uses social media as a platform for communication between Oklahoma State University and prospective students. As part of this effort, we would like to include a weekly blog written by President Hargis. The blog will be short, 500 words or less, and address trends among prospective students identified through Orange Outreach’s efforts. Given the opportunity through social media, prospective students will communicate to us what they desire from the college experience. President Hargis’ blog will directly address these desires by tying them to relevant programs, events and aspects of Oklahoma State University. Because listening is the most important part of communication, the blog is meant to be response to the masses instead of a top to bottom communication. We want to listen to prospective students first and then communicate to them how Oklahoma State University can fulfill their needs and desires. It is important that the blog is written by President Hargis himself, as the blog will be marked as his words. This will ensure confidence in prospective students that the upper administration at Oklahoma State University is in touch with the student body and has concern for its needs and desires. It is also important that a new post is made to the blog on a consistent, regular basis. We recommend that a new entry is written every Monday at a consistent time convenient to you. This will enable the followers of the blog to conveniently know when to expect a new entry. This blog is a vital component of Orange Outreach. It provides a direct line of communication between prospective students and President Hargis focused on the most important issues to the prospective students. Therefore, it allows the university to communicate how it best serves the needs and desires of the next generation of students. This connection between the university and prospective students will increase enrollment at Oklahoma State University, which will benefit the students, the university and the state of Oklahoma. ORANGE OUTREACH / 323 Student Union / P.O. Box 2010 / Stillwater, OK 74076-‐2010 Ph. 405.744.1000 / Fax 405.744-‐1001 / info@orangeoutreach.com / orangeoutreach.com