!Relevant Campaign

Page 1

JALT Public Relations | Group
VI

Contact Info | JALT
Public
Relations
Group
VI
 
 Tavianna
Williams

twilliams20@elon.edu

Jeremiah
Chapman

jchapman4@elon.edu

Ashley
France

afrance@elon.edu

Logan
Knisely

lknisely@elon.edu

Table of Contents

Steps
1‐4;
Appendix

STEP 1 A.

Defining
the
Problem

1

2

Public
Relations
Goals
 B.

Publics

Issues
&
Stakes
in
Reaching
Publics

C.

Research

3

D.

Summary

4

6

STEP 2 A.

Goal
1

B.

Goal
2

7

Campaign
Theme

9

10

11

12

13

14

STEP 3 A.

Design

Goal
1
Tactics
1,2,4,5,7,8,10

B.

Article

Goal
1
Tactic
3B
&
6A

C.

Panel

Goal
2
Tactic
1

D.

Freshmen
Class

Goal
2
Tactic
2

E.

Q&A

Goal
2
Tactic
3

F.

Academic
Advising

Goal
2
Tactic
4

G.

Budget

15

STEP 4 A.

Goal
1
Evaluation

18

B.

Goal
2
Evaluation

19

Final
Evaluation

APPENDIX A.

STEP
1

Facebook
Event

21

Survey
Questions

21

Survey
Results

25

Website

30

B.

STEP
3

Logo
&
Advertisements

32

Updated
Website

34

Article

35

Panel
Outline

38

Panel
Advertisement

39

Q&A
Outline

40

Q&A
Advertisement

41

Academic
Advising
Communications

42

C.

STEP
4

Evaluation

Questions

44

STEP 1 Research

A. Define
the
problem
 
 There
is
mainly
one
major
problem
with
trying
to
get
students
to
become
part
of
the
new
 Communications
Science
major:
making
it
relevant
to
their
goals
in
college.

This
is
a
problem
 because
choosing
a
major
is
a
large
decision
for
undergraduates
to
make
and
it
is
even
more
 risky
when
the
major
is
new
and
lacking
any
credibility
in
the
educational
community
or
for
 prospective
careers.


 
 Public
Relations
Goals
 
 Our
goals
for
effectively
promoting
awareness
and
action
towards
this
new
major
include
the
 following:
 
 Informing
Students

 
 We
want
to
inform
current
and
perspective
students
about
the
Communications
Science
 major,
what
opportunities
it
allows
for
a
possible
career
path,
and
why
it
is
considered
a
 communications
major
rather
than
any
other
arts
and
sciences
major.
 
 Effectively
Reaching
Students
 
 We
want
to
find
what
the
right
time
of
year
is
to
start
promoting
the
major
on
campus
(for
 example,
in
fall
semester
for
preparation
of
spring
class
registration
vs.
in
spring
semester
for
 fall
semester
registration).


Also,
we
want
to
figure
out
how
to
get
people
interested
in
the
 major
and
receive
their
feedback
effectively
in
a
culture
where
online
questionnaires,
typical
 advertising
techniques,
and
even
information
sent
from
reliable
sources
(such
as
surveys
sent
 out
from
Vice
President
Smith
Jackson)
are
no
longer
considered
important
enough
for
 students
to
get
invested
in
participating.


 
 Furthermore,
we
want
to
find
the
best
way
to
use
Elon
University’s
media
to
promote
the
 major,
and
explain
it
in
a
way
that
it
sounds
exciting
and
relevant
to
students
in
today’s
 undergraduate
culture.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 1

B. Primary
Publics
 
 Students
 
 These
are
the
individuals
that
we
want
to
specifically
reach,
and
can
be
split
up
into
two
 categories.

First,
the
active
students
are
the
freshmen
students
already
in
a
communications
 major
or
are
considering
a
communications
major
but
have
not
found
the
right
fit
in
the
 school.

Furthermore,
there
are
those
freshmen
communications
students
interested
in
 attending
graduate
school
and
want
to
find
the
best
major
that
can
prepare
them
for
that
 course
of
study.

Second,
the
aware
students
are
those
freshmen
involved
in
majors
presented
 by
Elon’s
College
of
Arts
&
Sciences
that
are
interested
in
the
communications
industry
(a
 combination
of
psychology,
sociology,
history,
and
philosophy)
and
want
to
study
 communication
science
in
preparation
for
graduate
school.


 
 Secondary
Publics
 
 Parents
 
 These
individuals
sometimes
have
the
biggest
say
in
a
student’s
choice
of
major
and
appealing
 to
their
opinion
of
the
benefits
of
a
Communications
Science
major
will
greatly
increase
the
 chances
of
a
student
feeling
confident
and
comfortable
in
the
major.
 
 Professors
 
 Faculty
at
Elon
University
are
also
advisors
and
have
the
power
to
change
student
public
 opinion
based
off
of
their
credibility
and
status
at
the
university.

Their
positive
opinion
of
the
 major
will
also
sway
the
students,
described
as
primary
publics,
to
pursue
a
major
in
 Communications
Science.



 
 C. Issues
&
Stakes
in
Reaching
Publics

We
have
found
a
couple
of
important
issues
in
trying
to
reach
specifically
our
primary
 publics.

 ‐ ‐ ‐

‐

Hard
to
receive
feedback
and
commentary
on
the
new
major
because
online
 questionnaires
are
considered
like
“wallpaper”
as
described
in
Part
A.


 There
are
no
alumni
or
network
of
current
upperclassmen
that
can
vouch
for
the
 benefits
of
majoring
in
Communications
Science.
 The
website
does
not
to
a
good
enough
job
of
describing
the
new
major.

Shorter
 descriptions
would
suffice
for
other
communications
majors
because
they
have
 been
around
longer
and
students
have
already
developed
a
general
opinion
about
 them.
 There
is
not
enough
information
about
specific
careers
for
those
who
major
in
 Communications
Science.

2

D. Research

Formal
 
 We
identified
and
decided
to
use
an
online
survey
created
using
Survey
Monkey
and
 sent
using
an
event
created
on
facebook

titled
“Calling
all
Elon
Freshmen”
to
most
of
 our
freshmen
friends,
encouraging
them
to
ask
their
freshmen
friends
to
take
the
 survey
as
well.

[All
of
the
specific
information
is
included
at
the
end
of
this
packet
to
 allow
for
better
organization.]
 
 Based
on
the
survey,
we
found
that
only
eight
people
responded
to
our
survey
 request,
once
again
showing
the
growing
failure
of
online
surveys
as
a
way
to
collect
 accurate
information
from
Elon
students
who
are
constantly
bombarded
with
survey
 requests.

 
 Out
of
those
eight
freshmen
however,
we
found
that:
 ‐ ‐ ‐ ‐ ‐ ‐ ‐

50%
had
declared
a
major
presently
(half‐way
through
Spring
Semester),
 The
best
way
they
found
out
about
their
current
major
was
categorized
as
“other”
 (37.5%),
which
was
above
“parents”
(25%),
“peers”
(25%),
and
“online”
(12.5%).

 We
also
found
that
no
one
found
out
about
their
major
through
pamphlets.


 50%
considered
a
major
in
communications
 The
most
popular
communications
majors
were
Strategic
Communications
and
 Broadcast
and
New
Media
 85.7%
of
the
freshmen
were
already
confident
in
their
choice
of
major
 75%
had
not
heard
of
Communications
Science
 50%
would
consider
majoring
in
Communications
Science
after
reading
the
 description
provided
through
Elon’s
website.

These
results
show
that
the
freshmen
who
answered
the
survey
generally
decide
 about
their
major
without
much
outside
influence,
have
considered
a
major
in
 communications,
were
already
confidence
in
their
choice
of
major,
and
had
never
 heard
of
Communications
Science.


 
 Of
course
these
results
are
not
concrete
enough
for
the
general
freshmen
population
 because
of
the
low
number
of
freshmen
who
responded
and
the
fact
that
our
 freshmen
friends
may
have
the
same
interests
as
us
and
have
a
biased
view
on
 communications
as
a
whole.
 
 However,
it
is
important
to
take
into
consideration
our
understanding
and
personal
 experiences
as
past
Elon
freshmen
and
through
dialogue
over
the
years,
and
we
have
 found
that
our
own
knowledge
base
supports
the
information
provided
by
the
survey.
 
 
 3

Secondary
 
 The
other
research
we
conducted
included
a
Q
&
A
with
one
of
the
creators
of
the
new
 major
Dr.
Don
Grady
who
basically
discussed
all
of
the
information
provided
by
the
 website
and
the
collection
of
pamphlets
from
Academic
Advising
handed
out
at
the
 session.

This
information
has
provided
us
with
a
general
understanding
of
the
major,
 which
allow
us
to
better
describe
its
purposes
to
our
publics.
 
 Interview
 
 After
talking
with
one
specific
Elon
freshmen,
another
issue
regarding
the
new
major
 was
the
fact
that
a
lot
of
her
knowledge
base
about
the
major
would
have
to
be
 conducted
on
her
own,
which
included
the
use
of
Elon’s
website.

However,
she
found
 that
it
did
not
go
into
enough
depth
about
the
major.

We
defined
this
as
being
the
 major’s
work
load
and
job
opportunities.

Furthermore,
she
represents
the
other
issue
 of
the
amount
of
motivation
that
must
go
into
researching
a
major
to
find
out
if
it
may
 be
of
interest,
which
is
even
harder
for
a
major
that
a
student
has
no
prior
knowledge
 of.
 E. Summary

After
looking
over
this
research,
we
are
confident
in
our
own
understanding
of
what
 the
major
presents
and
how
to
possibly
start
publicity.

However,
it
has
also
shown
the
 possible
failures
of
public
relations
tactics
including
the
use
of
pamphlets,
emails,
and
 other
non‐verbal
forms
of
communication.

It
seems
that
for
a
major
to
be
taken
 seriously,
there
must
already
be
a
general
understanding
of
it,
it
must
already
by
 credible,
and
the
benefits
of
the
major
should
be
known.

4

STEP 2 Strategic
Planning

Goal 1:
increase
awareness
of
Communications
Science
major
in
classes
2012
and
2013

Objective:
increase
awareness
in
publics
by
10%
(approx.
200
out
of
2000
students)

Strategy:
increase
publicity
in
School
of
Communications
and
on
campus
in
two
ways:

online
(A)
&
on
campus
(B)
 Tactic
1A:
link
for
major
on
School
of
Communications
website
more
enticing

(underlined,
color,
flashing,
etc.)

Tactic
2A:
School
of
Communications
homepage
with
banner
for
major
(flash
/

advertisement
for
the
major)

Tactic
3B:
Article
in
the
Pendulum
about
the
new
major
with
basic
information

&
interview
with
Dr.
Grady
with
examples
of
what
students
can
do

with
major
(career,
grad
school
etc.)
 Tactic
5A:
Enet
advertisement

 Tactic
6A:
Enet
article
(same
as
Pendulum)
 Tactic
7B:
Ad
on
Moseley
digital
boards
 Tactic
8B:
Posters
and
flyers
to
put
in
buildings,
in
mailboxes,
and
classrooms
 Tactic
10:
Use
branding
and
campaign
theme
on
all
publicity
(see
below)

6

Goal 2:
To
motivate
students
to
become
Communications
Science
major

Objective:
To
persuade
20
students
to
become
major
 Strategy:
To
personally
engage
students
with
Communications
faculty
that
 are
a
part
of
new
major
 Tactic
1:
Have
panel
event
that
will
discuss
relevance
of
 communications

 















research
in
present
industry,
make
it
a
mandatory
cultural
 event
for

 















freshmen
comm.
Students.
 Tactic
2:
Have
faculty
members
that
will
be
teaching
courses
in
 major
to
talk
to

 















freshmen
communications
classes
about
new
major
 Tactic
3:
Hold
3
Q&A
sessions
for
students
to
converse
with
Dr.
 Grady
about

 















new
major
and
possibilities
 Tactic
4:
Cooperate
with
Academic
Advising
and
provide
major
 declaration

 















sheets
at
Q&A
with
Dr.
Grady

Campaign Theme:


 
 •

!RELEVANT
(logo
and
brand
on
everything)

•

Research
+
Communications
=
Relevant
(catch
phrase)

• “RELEVANT
to
your
career,
RELEVANT
to
your
 future,

RELEVANT
to
your
life.

Communications
 Science.”

7

STEP 3 Action
&
Communication

1 Campaign
Design
 
 
 To
help
brand
the
major
and
provide
repetition
for
students
to
grasp
that
there
is
a
new
 communications
major
available,
the
campaign
name
and
logo
revolves
around
RELEVANT.


 
 RELEVANT
relates
to
how
the
major
is
useful
to
students
now,
for
further
undergraduate
 study,
and
for
a
career.

The
exclamation
point
logo
adds
to
the
importance
of
the
major.


 
 In
the
first
stages
of
the
campaign
shown
on
the
calendar,
there
is
just
the
simple
introduction
 of
the
logo
through
advertisements
around
campus,
similar
to
other
such
student
awareness
 campaigns
that
create
a
“buzz”.
 
 After
the
brand
has
been
made
aware
in
the
students’
minds,
they
will
see
the
logo
on
all
 other
consequent
advertisements
for
events
and
activities
related
to
the
campaign.


 
 The
advertisements
will
be
placed
on
the
Moseley
digital
boards,
printed
on
flyers
and
posters
 to
be
placed
around
campus,
table
tents,
and
in
the
Pendulum.
 
 The
Communications
Department
website
will
be
updated
with
a
banner
advertisement
for
 the
campaign
as
well
as
the
placement
of
the
logo
beside
the
link
of
the
major.
 
 The
calendar
has
been
added
as
a
separate
document
due
to
the
incompatibility
of
 programming.

Please
see
the
attached
calendar
for
the
dates
and
duration
of
the
campaign.


 
 Appendix
38
 |
Logo
and
advertisements
 Appendix
40
 |
Website
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 9

2 Article
 
 
 In
order
to
promote
the
credibility
of
the
major
and
a
further
understanding
of
what
 Communication
Science
is
all
about,
a
traditionally
written
article
has
been
created
to
be
 submitted
to
the
Pendulum
and
Enet
during
their
subsequent
circulation
dates
at
the
times
 provided
in
the
Calendar.
 
 The
specific
circulation
dates
for
the
Pendulum
have
not
been
updated
to
include
the
2009‐ 2010
printing
schedule
and
therefore
will
be
assessed
accordingly
during
the
campaign.

10

3 Panel
 
 
 For
students
to
get
a
more
in‐depth,
descriptive
presentation
of
what
the
Communication
 Science
major
offers
and
how
communications
research
is
relevant
in
today’s
workforce,
a
 panel
of
communications
faculty
will
be
set
up
to
comment
on
industry
trends,
major
 requirements,
and
the
relevancy
of
the
classes
in
the
major
to
a
student’s
future.
 
 
 Appendix

44
 |
Panel
Outline
 Appendix

45
 |
Panel
Advertisement

11

4 Freshmen
Class
 
 
 In
order
to
reach
the
students
that
would
most
likely
sign
up
for
the
new
major,
faculty
that
 will
be
teaching
the
classes
required
for
Communication
Science
will
visit
all
of
the
 introductory
communications
courses
in
spring
2010.
 
 The
faculty
and
classes
will
be
chosen
based
on
the
class
schedule
and
professor
placements
 for
that
semester.
 
 All
participants
will
be
notified
according
to
the
calendar.
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 12

5 Q&A
 
 
 To
address
any
pressing
or
more
detailed
student
concerns
about
the
new
major,
Question
 and
Answer
sessions
will
be
held
with
Dr.
Grady,
the
Communications
Department
Chair.

 These
will
serve
as
a
more
intimate
conversation
about
the
major
that
the
panel,
websites,
 and
flyers
would
not
be
able
to
provide
and
allows
for
information
that
Dr.
Grady
would
 usually
provide
during
a
one‐on‐one
meeting
with
a
current
student.
 
 The
sessions
are
held
one
week
prior
to
the
registration
period
in
Spring
2010
so
that
students
 have
the
major
prevalent
in
their
mind
while
scheduling.
 
 
 Appendix

46
 |
Q&A
Outline
 Appendix

47
 |
Q&A
Advertisement
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 13

6 Academic
Advising
 
 
 In
order
to
act
upon
students’
willingness
to
participate
in
the
new
major
after
attending
the
 panel
and
Q&A
events,
Major
Declaration
sheets
will
be
provided
at
each
of
the
Q&A
sessions
 to
capitalize
on
the
students’
urgency.
 
 This
removes
the
problems
of
students
forgetting,
not
having
enough
time,
or
losing
the
 enthusiasm
needed
to
declare
a
major.
 
 
 
 Appendix

48
 |
Communications
with
Academic
Advising
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 14

7 Budget
 
 Goal
1
 Digital
Posters
 $0.00
 Digital
posters
are
free
of
charge.

There
is
no
deadline
for
the
poster
to
be
submitted,
but
it
 must
be
e‐mailed
to
moseleyads@elon.edu
for
approval.

If
the
poster
is
approved,
it
will
be
 displayed
until
the
day
of
the
event,
but
for
no
more
than
two
weeks.
 
 E‐net
 $0.00
 E‐net
articles
are
free
of
charge
and
items
can
be
posted
as
often
as
you
please.

You
create
 the
post,
submit
it,
and
it
is
reviewed
before
it
is
actually
posted.

There
is
never
a
charge
to
 do
this.
 
 Pendulum
Ad
 $250.00
total
 This
cost
would
be
split
into
half
to
advertise
during
both
registration
periods
during
the
 school
year.

A
$125.00
advertisement
would
be
1/8
of
a
page
in
black
and
white
at
4.60’’
x
 3.70.’’
The
advertisements,
along
with
the
contract
should
be
submitted
to
the
Pendulum
the
 Friday
before
the
next
issue.
 
 Table
tents
 $0.00
 Posting
an
ad
on
the
table
tents
is
free
of
charge.

For
the
advertisement
to
have
a
place
on
 the
table
tent,
it
should
be
submitted
the
Tuesday
before
the
week
you
would
like
to
have
it
 on
the
tent.
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 15

Goal
2
 Panel
 Renting
a
room
 $0.00
 Renting
a
room
on
the
university’s
campus
would
be
free
of
charge.

If
we
plan
on
having
the
 panel
discussion
around
[date],
it
would
be
best
to
reserve
the
room
as
early
as
possible,
most
 likely
around
[date]
to
avoid
any
conflicting
schedules
or
having
no
available
rooms.
 
 Renting
a
laptop
 $0.00
for
the
duration
of
four
hours
 Checking
out
a
laptop
from
media
services
would
be
free
of
charge
for
the
duration
of
four
 hours.

If
the
equipment
is
returned
after
four
hours,
a
fee
will
be
incurred.

There
will
be
a
 five
dollar
charge
for
the
first
day,
then
ten
dollars
for
each
additional
day.

Since
the
panel
 will
not
run
over
four
hours,
the
extra
fees
should
be
of
no
concern
to
you.

For
an
event
this
 size,
reservations
should
be
made
at
least
three
days
in
advance
to
ensure
that
the
laptop
is
 received.
 
 Advertisements
 $25.00‐
color
 $1.75‐
black
&
white
 The
cost
of
reproducing
the
flyer
varies
according
to
whether
you
want
black
and
white,
or
 colored
copies.

To
reproduce
color
copies
of
the
advertisement,
the
price
would
be
$0.50
a
 sheet,
totaling
$25.00
for
50
sheets.

To
reproduce
black
and
white
copies
of
the
 advertisement,
the
price
is
$0.04
a
sheet,
total
$1.75
for
50
sheets.
 
 
 
 Projector
 $0.00
for
the
duration
of
four
hours
 Checking
out
a
projector
from
media
services
would
be
free
of
charge
for
the
duration
of
four
 hours.

If
the
equipment
is
returned
after
four
hours,
a
fee
will
be
incurred.

There
will
be
a
 five
dollar
charge
for
the
first
day,
then
ten
dollars
for
each
additional
day.

Since
the
panel
 will
not
run
over
four
hours,
the
extra
fees
should
be
of
no
concern
to
you.

For
an
event
this
 size,
reservations
should
be
made
at
least
three
days
in
advance
to
ensure
that
the
projector
 is
received.
 
 
 
 
 
 
 16

Q
&
A
 Reserve
theater
 $0.00
 Reserving
McEwen
011
would
be
free
of
charge.

Since
we
plan
on
having
the
Q
&
A
session
 around
[date],
it
would
be
best
to
reserve
the
room
by
at
least
[date].

The
only
drawback
to
 trying
to
reserve
this
space
early
is
that
you
can
only
start
the
reservation
process
after
the
 first
two
weeks
of
the
semester
have
passed.
 
 Advertisements
(50
copies)
 $25.00‐
color
 $1.75‐
black
&
white
 The
cost
of
reproducing
the
flyer
varies
according
to
whether
you
want
black
and
white,
or
 colored
copies.

To
reproduce
color
copies
of
the
advertisement,
the
price
would
be
$0.50
a
 sheet,
totaling
$25.00
for
50
sheets.

To
reproduce
black
and
white
copies
of
the
 advertisement,
the
price
is
$0.04
a
sheet,
total
$1.75
for
50
sheets.
 
 Food
 $63.52
total
 This
total
is
broken
down
into
three
parts.

The
first
part
is
the
small
cheese
and
cracker
tray.

 We
expect
an
attendance
of
about
15‐25
people.

The
total
for
this
tray
will
be
$36.59
and
it
 will
feed
10‐25
people.

The
two
parts
are
the
drinks.

Assorted
soft
drinks
will
total
$22.35
for
 15
people.

The
12‐ounce
bottled
drinks
are
$1.49
each.

Two
gallons
of
water
will
total
$4.58
 at
$2.29
for
each
gallon.

17

STEP 4

Evaluation

GOAL 1
AWARENESS

Benchmarks
 
 Events
 At
the
panel
and
Q&A
events
we
will
do
a
simple
headcount
as
a
way
to
help
determine
how
 many
students
are
being
made
aware
of
the
new
major.
 
 Posters
 At
the
specific
dates
listed
on
the
calendar,
we
will
check
that
the
advertisements
for
the
 events
and
for
the
campaign
are
still
functioning
correctly
(posters
are
still
up,
Moseley
Board
 posters
are
working,
table
tents
are
updated
and
the
Pendulum
ad).
 
 Survey
 As
a
way
to
check
the
desired
public’s
awareness
of
the
major,
an
online
survey
will
be
either
 emailed
out
by
a
credible
source
or
placed
on
the
Enet
homepage
asking
closed‐ended
 questions
about
the
campaign
(“Have
you
heard
of
the
Communication
Science
major?”,
 “Have
you
seen
the
!Relevant
Posters?”
etc.).

It
should
be
sent
out
about
half‐way
through
 the
campaign
and
at
the
end
of
the
campaign.

This
will
provide
a
reasonable
measurement
of
 the
effectiveness
the
campaign
has
had
on
the
desired
students.


 
 Advisors
 During
the
registration
period,
advisors
in
the
communications
department
will
be
asked
to
 inquire
as
to
what
ways
their
advisees
were
made
aware
of
the
new
major.

This
will
collect
 useful
data
on
what
parts
of
the
campaign
worked,
and
also
can
be
used
as
a
tactic
to
 continue
making
communications
students
aware.


A
simple
online
database
or
physical
tally
 sheet
for
Dr.
Grady’s
use
will
contribute
to
the
previous
general
survey’s
accuracy
in
reaching
 the
desired
publics.

 
 Professors
 We
will
check
in
with
the
professors
who
were
asked
to
visit
freshmen
communications
 classes
on
how
many
classes
they
visited,
when,
and
if
the
students
were
receptive.


 
 Summary
 Our
goal
was
to
make
10%
of
the
desired
public
(Elon
freshmen
and
sophomores),
which
is
 estimated
to
be
around
200
students,
aware
of
the
new
major.

The
numbers
collected
from
 the
surveys,
headcounts
taken
at
the
events,
and
advisor
tallies
will
provide
us
with
a
definite
 number
of
students
made
aware.

Whereas
the
classroom
visits
and
poster
visibility
will
 provide
us
with
an
estimate
of
students
made
aware.

 19

GOAL 2
20
STUDENTS
 
 Benchmark
 
 By
May
1,
2010
(after
add/drop
day
for
Spring
2010),
check
with
Academic
Advising
for
the
 number
of
students
who
have
declared
Communication
Science
as
their
major.

Final Evaluation 
 Focus
Groups
 In
order
to
understand
what
parts
of
the
campaign
worked
in
completing
these
goals,
a
focus
 group
will
be
held
April
26,
consisting
of
students
from
our
desired
public.

This
focus
group
 will
give
commentary
and
assessments
of
the
tactics
and
provide
useful
feedback
on
how
to
 better
the
major’s
appeal
to
Elon
students.

 
 Data
 The
data
collected
from
the
aforementioned
Advisor
questionnaire
will
also
give
quantitative
 feedback
on
what
parts
of
the
campaign
were
most
successful
and
what
parts
should
be
 removed
or
improved
upon.

 
 
 Appendix
50

 |
Survey,
Advisor,
Focus
Group,
Professor
Questions
 Step
3
 




18
 |
Calendar

20

Appendix

Research Index | Survey

A. Facebook
Events
Page

Event
Description
 “We
need
as
many
Elon
freshmen
as
possible
to
to
this
survey
for
our
Public
 Relations
class.
It
literally
takes
ONE
MINUTE
to
complete.
If
you
can
do
this
for
 us,
it
would
be
awesome!!
Thanks!!
The
link
is
below
 
 PS‐
Invite/tell
other
Elon
freshmen
about
this
event!
 
 <ahref="http://www.surveymonkey.com/s.aspx?sm=310upQm3sNMZDKPeHfel 2g_3d_3d">Click
Here
to
take
survey</a>”
 B. Survey
Monkey
 
 Questions

1. Default Section 1. Have you declared a major? Yes No 2. How did you find out about this major? Pamphlet Online Peers Parent/relative Other

2. 1. Is this major in communications? Yes No

  2. If you answered yes to question 3, which specific major have you chosen? Journalism Strategic Communications Broadcast and New Media Cinema Communication Science Didn't Answer Yes 3. Are you confident in this choice as a major? Yes No

3. 1. Have you heard of Communication Science? Yes No

2. "The Communication Science major explores how people use messages to inform, persuade and entertain. Students apply social science theory and research to contemporary issues in media and professional communications. For instance, media effects research can focus on public opinion, political communication, media and social change, and the framing of public policy issues. Communication Science also can probe the practices,

processes and effects that influence attitude and behavior change. Communication Science students are prepared to launch creative and meaningful careers in roles involving communication research, organizational development, information resources, communications strategy, or going directly to graduate school or law school."

After reading the above description, would you be interested in this major? Yes No

24

Survey
Results
(Section
B
cont’d)

Have you declared a major?

answered question

8

skipped question

0

Response Percent

Response Count

Yes

50.0%

4

No

50.0%

4

answered question

8

skipped question

0

Response Percent

Response Count

0.0%

0

How did you find out about this major?

Pamphlet

How did you find out about this major?

Online

12.5%

1

Peers

25.0%

2

Parent/relative

25.0%

2

Other

37.5%

3

answered question

8

skipped question

0

Response Percent

Response Count

Yes

50.0%

4

No

50.0%

4

Is this major in communications?

If you answered yes to question 3, which specific major have you chosen?

answered question

6

If you answered yes to question 3, which specific major have you chosen?

skipped question

2

Response Percent

Response Count

Journalism

0.0%

0

Strategic Communications

33.3%

2

Broadcast and New Media

33.3%

2

Cinema

0.0%

0

Communication Science

0.0%

0

Didn't Answer Yes

33.3%

2

answered question

7

skipped question

1

Are you confident in this choice as a major?

Are you confident in this choice as a major?

Response Percent

Response Count

Yes

85.7%

6

No

14.3%

1

answered question

8

skipped question

0

Response Percent

Response Count

Yes

25.0%

2

No

75.0%

6

Have you heard of Communication Science?

"The Communication Science major explores how people use messages to inform, persuade and entertain. Students apply social science theory and research to contemporary issues in media and professional communications. For instance, media effects research can focus on public opinion, political communication, media and social change, and the framing of public policy issues. Communication Science also can probe the practices, processes and effects that influence attitude and behavior change. Communication Science students are prepared to launch creative and meaningful careers in roles involving communication research, organizational development, information resources, communications strategy, or going directly to graduate school or law school." After reading the above description, would you be interested in this major?

answered question

8

skipped question

0

Response Percent

Response Count

Yes

50.0%

4

No

50.0%

4

29

Research Index | Website

C. Course
Description
 
 “We
communicate
to
produce
an
effect
on
one
another
or
on
large
groups
of
people.
The
Communication
 Science
major
explores
how
people
use
messages
to
inform,
persuade
and
entertain.
 

 Students
apply
social
science
theory
and
research
to
contemporary
issues
in
media
and
professional
 communications.
For
instance,
media
effects
research
can
focus
on
public
opinion,
political
communication,
 media
and
social
change,
and
the
framing
of
public
policy
issues.
Communication
Science
also
can
probe
the
 practices,
processes
and
effects
that
influence
attitude
and
behavior
change.
 

 Communication
Science
students
are
prepared
to
launch
creative
and
meaningful
careers
in
roles
involving
 communication
research,
organizational
development,
information
resources,
communications
strategy,
or
 going
directly
to
graduate
school
or
law
school.
 

 The
Communication
Science
major
requires
52
credit
hours
in
the
School
of
Communications,
plus
 completion
of
GST
115
Public
Speaking
and
a
minor
designed
to
integrate
learning
across
disciplines.
Here
is
 the
curriculum
for
the
Communication
Science
major:
 

 COM
100






Communications
in
a
Global
Age
(4)
 COM
110






Media
Writing
(4)
 COM
220






Digital
Media
Convergence
(4)
 COM
260






The
Process
of
Communication
(4)
 COM
300






Persuasion
(4)
 COM
362






Communication
Research
(4)
 COM
381






Communications
Internship
(1‐2)
 COM
400






Media
Law
and
Ethics
(4)
 COM
460






Communication
Inquiry
(4)
 COM
495






Great
Ideas:
Capstone
in
Communications
(2)
 

 At
least
one
course
selected
from:
 COM
230






Media
History,
Media
Today
(4)
 COM
330






International
Communications
(4)
 COM
332






Organizational
Communications
(4)
 

 Choice
of
electives
in
the
School
of
Communications
to
total
at
least
52
COM
hours,
including
the
option
of
 pursuing
an
emphasis
in
writing,
advertising,
photojournalism,
documentary,
sports
communications,
audio
 recording
or
international
communications.
 Eight
hours
of
COM
electives
are
waived
for
any
student
completing
a
double
major
outside
the
School
of
 Communications.”

31

Logan Knisely 4/19/09 New Major

School of Communications now offering new major Elon University’s McEwen School of Communications is now offering a fifth major, Communication Science. This new and highly relevant major explores the social science theory and research fields and how people can apply these techniques to contemporary issues in media and professional communications. Regarded as one of the university’s premier academic departments, the school of communications has recently been searching for new ways to adjust its curriculum to better adhere to current issues within the field. “The Communication Science major is applicable to both the media and human understanding of the study of communications itself and how it impacts the process of media and human interaction,” said communications department chair Dr. Don Grady.

--more-35

Logan Knisely New Major Page Two

The school has worked to design the best possible curriculum to sufficiently supply students with the proper core classes necessary in achieving a more adequate understanding of the Communication Science field. Required classes have already been announced for the major and at least 5 students have declared Communication Science as their major. Although Dr. Grady’s current goal is only somewhere in the ballpark of 100 students, promotional efforts are still underway. The school will specifically target freshman and rising freshman that have yet to declare a major and display interest in the communications field. The school will advertise the new major by holding several interactive events during which Dr. Grady as well as other professors in the department will speak directly to interested students. There is an information panel session that will be held in mid-February of 2010. This will enable students to gain a general understanding of the major and its precepts through the presentations of several professors.

--more— 36

Logan Knisely New Major Page Three

A question and answer session has been scheduled for early April of 2010. This event will provide students with an opportunity to engage in conversation with faculty about more specific aspects of the field. “The major is especially unique in the sense that it is supporting a substantive area and looks at the field of communications directly for the purpose of discovery,” Grady said. Elon’s school of communications has continued to display excellence in academic education and the addition of this new and relevant major helps the school to boast a more in depth and contemporary curriculum.

--30--

37

Event:
Panel
 Place:
McKinnon
(stage
portion)
 Date:
February
25,
2010
 Time:
5:15‐6:45
pm
(15
minutes
for
set
up
&
15
minutes
for
removal)
 
 Needs:
 Room
reservation
(McKinnon)
 Professors
to
speak
at
the
forum
(Especially
Dr.
Grady)
 Questions
(Prompts)
 Projector
and
Screen
 
Student
from
Communication
school
to
read
prompts
 
 In
preparation
for
event—To
Do:
 By
November
9,
2009,
make
reservation
for
McKinnon.
 Go
to
downstairs
Moseley
and
make
request
for
room.
 Go
to
media
services
and
rent
projector
and
screen.
 Talk
to
physical
plant
about
set‐up
 
 Possible
Questions:
 What
is
this
new
major/What
is
communication
science?
 What
is
the
relevance
of
this
major
in
the
real
world?
 What
kinds
of
jobs
are
available
for
majors?
 Would
this
help
with
graduate
studies?
 What
kinds
of
classes
can
students
look
forward
to
taking?
 What
skills
will
be
developed
by
choosing
this
major?
 What
kind
of
issues
in
the
industry
could
this
major
address?
 
 Possible
Professors/Faculty/Staff
(It
really
depends
on
who
will
be
teaching
the
courses): 
 
 Dean
Parsons
 Dr.
Don
Grady
 Professor
Bush
 Professor
Gallagher
 
 Schedule:
 5:15‐5:25‐
Set
up
chairs,
projector
and
screen
 5:25‐5:35‐
Allow
students
to
come
in
 5:35‐5:45‐
Introduction
of
panel
and
major
 5:45‐6:15‐Discussion,
lead
by
student
prompter
 6:15‐6:30‐Questions
from
audience
 6:30‐6:45‐
Clean‐up

38

Event:
Q&A
 Place:
Film
Theater
011
(downstairs
McEwen)
 Date:
April
5,
6,
&
8,
2009
 Time:
5:30‐6:30
pm

 
 Needs:
 Room
reservation
(Screening
room
in
downstairs
McEwen)
 Professors
to
speak
at
the
forum
(Especially
Dr.
Grady)
 Questions
(Prompts)
 Snacks
(finger
foods)
 

 In
preparation
for
event—To
Do:
 By
August
31,
make
reservation
for
screening
room.
 Go
to
www.elon.edu
.
Go
to
“Space
request”.
Follow
the
prompts
(click
Faculty
&
Staff).

 Currently,
the
screening
room
is
available.

(R25)
 Be
sure
to
ask
academic
advising
for
declaration
forms
 
 Professors:
 
 Dr.
Don
Grady
 
 Schedule:
 5:20‐5:30:
Set‐Up
(If
Professor
Grady
chooses
have
a
slide
show,
then
he’ll
have
to
set
up
the
 screen
and
his
laptop)
 5:30‐5:40:
Students
arrive
 5:40‐5:50:
Brief
intro
about
major
and
slideshow
 5:50‐5:55:
Snacks
 5:55‐6:30:
Questions
from
students

40

From:
Becky
Olive‐Taylor
 Sent:
Tue
4/21/2009
11:18
AM
 To:
Ashley
France
 Subject:
RE:
Academic
Advising
 Ashley,
 
Keep
us
posted
and
we’ll
work
it
out
for
someone
from
advising
to
attend
the
event.
 Becky
Olvie‐Taylor
 

 From:
Ashley
France

 Sent:
Tuesday,
April
21,
2009
8:22
AM
 To:
Becky
Olive‐Taylor
 Subject:
RE:
Academic
Advising
 

 Ms.
Olive‐Taylor,
 

 We
are
definitely
having
a
couple
of
faculty
members
from
communications
attend
the
 event.

We
planned
on
having
it
held
during
the
spring
semester,
possibly
a
week
or
two
 before
fall
registration,
a
little
after
5pm.

Considering
the
time
of
the
day
we
want
the
 event
to
take
place,
would
it
still
be
possible
for
someone
from
your
area
to
come
and
 speak?
 

 ‐Ashley
 

 
 
 
 42

From:
Becky
Olive‐Taylor
 Sent:
Tue
4/21/2009
5:51
AM
 To:
Ashley
France
 Cc:
d108
 Subject:
RE:
Academic
Advising
 Ashley,
 

I
would
assume
that
a
communication
faculty
member
could
speak
more
knowledgeably
 about
the
major,
but
someone
from
academic
advising
could
talk
about
the
declaration
 process
and
be
present
with
forms
for
students
to
declare‐‐if
indeed
they
are
ready
to
do
 so.

You
say
"incoming
freshmen"
so
are
you
considering
an
event
late
next
fall?

winter
 term?
next
spring?
Timing
is
important
since
students
are
with
their
Elon
101
advisors
 during
fall
term.
 Becky
Olive‐Taylor
 

 
 From:
Ashley
France
 Sent:
Mon
4/20/2009
9:21
PM
 To:
Becky
Olive‐Taylor
 Subject:
Academic
Advising
 Ms.
Olive‐Taylor,
 My
name
is
Ashley
France
and
I'm
a
student
in
Jessica
Gisclair's
Public
Relations
class.

I,
 along
with
my
group
members
are
creating
a
campaign
to
promote
the
new
major
in
the
 school
of
communications:
Communication
Science.

One
part
of
our
project
involves
 creating
an
event
that
will
actually
take
place.

We
want
the
school
of
communications
to
 host
a
panel
for
incoming
freshman,
telling
them
about
this
new
major.

We
would
like
to
 know
if
it
would
be
possible
for
someone
from
academic
advising
to
come
speak
to
the
 students,
and
possibly
have
some
major
declaration
sheets,
and
have
a
few
 students
declare
their
major
at
the
event.

Thank
you!
 

 ‐Ashley
M.
France

43

Evaluation Questions

Survey:
 
 ‐Have
you
heard
of
the
Communication
Science
major?
 ‐Have
you
seen
the
“Relevant”
posters
around
campus?
 ‐Have
any
of
your
Communications
professors
told
you
about
the
major?
 ‐Are
you
aware
of
the
upcoming
events
to
discuss/promote
the
major
and
its
relevance

 

to
the
field?
 ‐Has
your
academic
advisor
made
you
aware
of
the
major?
 ‐Have
you
showed
any
personal
interest
in
the
major?
 
 Advisors:
 
 ‐Have
your
Communications
professors
made
you
aware
about
the
major
and
have
they

 

adequately
explained
it?
 ‐Have
visual
advertisements
around
campus
caught
your
eye?
 ‐Have
the
events
you’ve
attended
been
effective
in
explaining
the
major?

 
 Professors:
 
 ‐Have
you
prompted
your
Communications
students
about
the
major?
 ‐Has
the
information
you
provided
sparked
discussion/conversation
amongst
the

 

students
in
regards
to
the
major?
 ‐Do
you
think
that
introducing
the
major
to
students
was
a
useful
strategy
in
regards
to

 

promoting
the
major?
 
 Focus
Groups:
 
 ‐Do
you
feel
as
if
the
strategies
used
effectively
promoted
the
major
to
students?
 ‐Do
you
think
that
the
“Relevant”
posters
were
a
good
resonating
visual
example?
 ‐Do
you
think
the
events
helped
to
create
awareness
about
the
major?
 ‐Did
the
events
adequately
explain
the
major
and
provide
students
with
insight
into

 

what
they
may
do
after
graduation
with
the
degree?

44

Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.