Kacey Herrmann
Table of Contents Summer Internship.............................................3-5
Jackrabbit Sports Properties
Certification.........................................................6-7
Google Analtyics
Service-Learning Projects..................................8-31
Community Health Center of the Black Hills South Dakota High School Press Association
Classwork.............................................................32-44
Press Kit Creative Brief Java City Proposal Ford Advertisement
Summer Internship
SUMMER 2015 INTERNSHIP Working for Jackrabbit Sports Properties (JSP) as their Summer Sales Training Intern for the summer taught me a lot about working in a sports sales marketing environment. I experienced each step of the sales process from prospecting the clients to closing the deal and maintaining the client relationship. I exercised my organizational, social and time management skills and learned other important skills along the way.
DAILY INTERN DUTIES AS TOLD BY AN INFOGRAPHIC
400 HOURS 9 DUTIES
1 SUMMER ACTIVATION TIMELINES
17%
Helped create timelines for every JSP client outlining what we needed from them before the athletic season began.
CONTRACT EDITS
5%
Edited contracts for JSP clients in a program known as KORE.
PROPOSALS
16%
Put together & edited proposals for potential JSP clients.
RESEARCH
10%
Researched more inventory to sell to current and potential clients.
10%
Cold called, researched websites & looked up people via LinkedIn to see if they would sponsor Jackrabbit Athletics.
10%
Involved in other miscellaneous projects such as organizing the office & emailing clients & JSP corporate professionals.
17%
Created & maintained the master inventory for JSP.
INVITATION/AD DESIGNS
5%
Designed a full-page advertisement for the athletic game programs & designed the annual pheasant hunt invitation.
SIGNAGE PROJECTS
10%
Handled the signage installations for Hefty Seed Company and Aramark in Frost Arena.
PROSPECTING MISC. PROJECTS MASTER INVENTORY
She outperformed full-time employees on our staff due to “ Kacey washeroutstanding. positive attitude, organized nature and attention to detail. “ - Brittany Oligschlaeger, JSP General Manager
Examples of internship work available upon request.
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Certification
Certification
Google Analytics
Service-Learning Projects
Service-Learning Projects
Community Health Center of the Black Hills Community Health Center of the Black Hills (CHCBH) needed help with their marketing initiative for the grand opening of their new Consolidated Center. I developed a PR Plan in which I wrote a news release, developed post cards, invitations and social media posts for the grand opening. I also made other suggestions for them going forward such as billboards, referrals, social media improvement and a PSA.
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Consolidated Center PR Plan
Table of Contents Executive Summary........................................................3 Situation Analysis............................................................4 Opportunity Statement....................................................5 List of Publics..................................................................5 Objectives, Strategies & Tactics.....................................6-12 Objectives................................................................6 Strategies.................................................................6 Tactics......................................................................7-12 Budget............................................................................12 Why This Works..............................................................13 Evaluation of Tactics.......................................................13 Suggestions Moving Forward.........................................14-16
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Executive Summary Community Health Center of the Black Hills (CHCBH) will open their new Consolidated Center on November 9, 2015. They will combine their pediatric, family practice and dental services all in one 28,000 square foot location. It will allow for increased clinical space, an on-site pharmacy, lab and imaging department and more exam rooms. The facility will also have shared waiting rooms, restrooms and check-in areas for greater efficiencies. By promoting the grand opening via a press release, an open house, social media and their website, Community Health hopes to increase awareness about the move in the Black Hills community. After the grand opening, Community Health will utilize a variety of suggested promotional materials such as a public service announcement, billboards, social media improvement and referrals, to increase the number of patients they see annually and continue to grow as a non-profit organization.
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Situation Analysis
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Community Health Center of the Black Hills Community Health has provided the Black Hills community with high-quality medical, dental and mental health care since 1992. They are a non-profit agency serving 14,000 community members each year. Approximately 82% of their patients are insured or participate in Medicaid or Medicare. Their services save the community an estimated $15 million annually. Their new 28,000 square foot location will open on November 9, 2015.
SWOT Analysis Strengths
• Strong reputation among patients • The majority of the Center’s funding comes from federal grants • High-quality healthcare providers with capacity for new patients • Opening a new, convenient location in November 2015
Weaknesses
• Little marketing effort in the last few years • Low marketing budget • Relatively low community awareness of services • People in positions to make referrals to CHCBH (social workers, other clinics) often refer to CHCBH as the “free clinic,” which is inaccurate • CHCBH currently has a lot of no-shows for appointments
Opportunities
• New & larger location will allow for better patient care & attract new patients • New location allows for future growth of organization
Threats
• Growing number of Urgent Care clinics throughout Rapid City and Black Hills • The majority of the Center’s funding comes from federal grants • Changes in the political environment at the federal level could impact annual funding • High competition for healthcare providers
Opportunity Statement
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The opening of Community Health’s Consolidated Center will provide greater opportunities to take care of current patients in a more efficient and convenient manner. The facility will help to attract new patients in the community and allow for growth.
List of Publics Primary
Community Health Center’s primary publics are individuals and families whose household income is at or below 200% of the Federal Poverty Guidelines, with or without insurance. The primary public receives most of their information from the Internet, newspapers, radio (if they have a car) and television. If they do not have access to their own Internet services, they go to the Rapid City Public Library.
Secondary
Community Health Center’s secondary publics are current or potential board members, donors and health care professionals who all help make places like Community Health possible. The secondary public receives most of their information via Facebook, email, mail, radio, television and newspapers.
Geographic
The geographic region Community Health serves is Rapid City and the surrounding Black Hills community in South Dakota.
Objectives, Strategies & Tactics Objectives In order for Community Health’s Consolidated Center to be a success and make a difference, they will need to increase awareness about the new location before it opens as well as inform community members of the center’s services and new amenities to attract more patients to the facility. • Have 200 community members attend the open house • Increase interaction on Facebook
Strategies
Press Release – Community Health will alert all major Black Hills TV, radio and print outlets including KEVN, KNBN, KOTA, Rushmore Radio, Haugo Braodcasting Inc., Duhamel Broadcasting and the Rapid City Journal. Open House - Community Health will host an open house a week prior to the grand opening to give community members, donors, media outlets and board members the opportunity to tour the facility. Social Media – Daily posts and outreach on Facebook will be utilized to promote the grand opening. Website – Now that Community Health is moving to a new location, their website will have to be updated in order to accurately convey the services and amenities they provide to the community.
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Tactics
Press Release – The press release will contain information regarding Community Health’s history as a non-profit organization and what they do for the Black Hills community today. It will also discuss the new Consolidated Center and how this new location will help the health care community. Finally, the press release will mention the open house that will be held one week prior to the event.
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Open House – Invitations, post cards, a press release and social media will be utilized for the promotion of the open house. All promotional elements will include the date of the event, where the event will be held, what will be offered at the event and a quick blurb about Community Health. • Invitation – Invitations will be sent out a week before the open house to community members and donors.
• Post Cards – Post cards will be mailed to neighbors and current patients.
• Press Release – A note will be made in the grand opening press release that there will be an open house. • Tours – Private tours will be offered to media outlets and donors prior to the open house.
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• Social Media – Daily posts will be made via Facebook about the open house.
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Social Media – The daily posts will be reminders of the upcoming move to a new location, accompanied by pictures of the new building and an informational document that will highlight the amenities and services that it will provide.
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Website – Under the “Locations” tab on the website, the Consolidated Center will replace the existing locations. The Google Maps link will have to be updated as well to show the current address and location on the map. There will also have to be mention of the new on-site pharmacy, lab and imaging department under the “Services” tab.
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Budget Open House Costs • Mailing & Printing of Postcards & Invitations - $544.13 • Coffee & Cookies - $107.50 Total Open House Costs - $651.63
2016 Budget
Community Health’s budget for 2016 will be $40,000. That amount includes plans to advertise at the Elks Theater in Rapid City and fees for booth-type events. Recommendations will be made to get the most out of their budget.
Why this Works
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This plan will work because Community Health will contact both primary and secondary publics through a variety of tactics. Community Health is not only informing current patients of the move, they are also branching out into the community to inform, educate and promote their new location on how it will benefit the Black Hills for years to come.
Evaluation of Tactics Evaluation
Community Health received positive feedback in regards to their new facility. Only half of the desired attendees showed and no media was present. Overall, the event went smoothly but could have had a better turn out. Press Release – The press release was emailed to a list of Black Hills media outlets. No one covered the story or showed up to the open house. Follow-up calls should have been made. Open House – 847 post cards and 65 invitations were mailed out regarding the open house. There were 75 -100 people who attended. Overall, people were impressed with the new facility. Social Media – A range of 20-50+ people per post interacted on Facebook about the open house and grand opening. Website – Community Health Center has yet to update their website with their new location information.
Suggestions Moving Forward
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Public Service Announcement (PSA) A PSA is a message to raise awareness in the community that is dispersed by the media at little or no charge. A 30-second radio and television PSA would be a cost-effective way to reach the Black Hills community with Community Health’s mission and services. Radio - Three (3) 30-second commercials on Black Hills radio stations. Television - Two (2) 30-second commercials during the nightly news broadcasts. Stations include: KOTA, KEVN and KNBN. Billboards reach consumers whether they walk, drive their car PSA Script Need health care? Rich or poor, insured or not, Community Health Center of the Black Hills does not turn anyone away. Our patients pay an amount that fits their budget. We provide quality medical, dental, and mental health care to the Black Hills community. Our new location is 350 Pine Street in Rapid City. Call 721-8938 and make an appointment today!
Digital/Traditional Billboards
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Billboads reach consumers whether they walk, drive their car or ride the bus. Epic Outdoor Advertising is a local full-service outdoor advertising company who offers billboard advertising in the Black Hills community. 10% of their billboard space is dedicated to non-profit organizations for free. Billboards purchased in and around North Rapid City and Downtown Rapid City would be beneficial for Community Health’s brand awareness.
Social Media Community Health Center does a nice job of posting relevant content on their Facebook page such as job postings, current events in the healthcare field and news going on in the clinic itself. Here a few ways to increase their following on Facebook: • Encourage employers and board members to invite their family and friends to like the Community Health Facebook page. • Include social media information on all email blasts, mailers and any other materials distributed to local businesses, current patients and community members. • Post more content about the services Community Health provides whether that be through a blog, a link to a certain portion of the website or anything else that would encourage current followers to share your content with their friends on Facebook.
Referrals
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Referrals by hospitals and other clinics around the community are a key component to drawing in more patients. Mentioned in the SWOT analysis, Community Health Center is mentioned as the “free clinic” by other healthcare professionals, which is incorrect. Sending out an email or a direct mail piece that explains Community Health’s mission, services and payment options that they offer will be a good way to remind other healthcare professionals to refer patients without insurance to Community Health. When doing so, the professionals can accurately inform patients of Community Health’s services and payment options.
Why This Works All of these suggestions are cost-effective but will also create awareness for Community Health around the Black Hills community. The more community members see the Community Health logo and message, the more likely they will utilize their services.
Service-Learning Projects
South Dakota High School Press Association The South Dakota High School Press Association (SDHSPA) asked for our help to rebrand their organization. For this project, I was a part of the PR Plan and Event group, conducted some primary research and developed the “Upcoming Events” content for the website. Here’s what I did in detail: PR Plan – Co-wrote the executive summary, SWOT analysis, opportunity statement and strategies. I also wrote the “One Last Thought” section and co-edited the entire PR Plan. I helped make sure people turned in their content on time in order to make deadlines. Event – I helped develop the summer journalism camp section of the PR Plan including the objective, camp dates and details, potential prizes and sponsors, the schedule and the promotional content and timelines. I also wrote the content for the e-mail blasts and designed the poster to be distributed to the high schools. Research - I was also a part of a group of classmates who went to Brookings High School and Skyped Brandon Valley High School in order to gain some insights about what high school students think about the journalism field and what would spark their interest if we were to revamp SDHSPA and the activities they are involved in. Website – I designed what the “Upcoming Events” section of the website would look like. I researched local, regional and national events that could be included in the section.
Executive summary
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Don’t ask kids what they want to be when they grow up but what problems they want to solve. This changes the conversation from who do I want to work for, to what do I need to learn to be able to do that. -Jaime Casap
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The South Dakota High School Press Association (SDHSPA) needs to change the conversation about journalism. Explore. Innovate. Engage is the foundation for this campaign.These words define what journalism is today, and can inspire the next generation to explore their options, be innovative and encourage them to engage with others and hear different experiences. It focuses on providing awareness for the journalism field, increasing involvement between South Dakota State University (SDSU) and current and future journalists, and providing educational resources for South Dakota students, educators and parents. We will accomplish these objectives by rebranding the organization; by revamping SDHSPA’s summer journalism camp and by increasing their digital presence. By tracking the success of our website and social media sites through Google Analytics and real-time analysis and setting a goal of 50-75 attendees for the camp, we should be able to stay on top of what our publics want and how they are using the resources we provide for further improvement. This campaign sets the tone for what journalism is and how it will transform in the future. Explore. Innovate. Engage. That is what we want our publics to do. To realize what problems they want to solve and to learn the skills that they need in order to be successful.
The challenge In recent years, there has been a decline in attendance at the annual high school press convention and at the summer high school journalism camp, both of which are held at South Dakota State University. We are looking for a public 4 relations campaign to help turn this around. Specifically, we want to see 50 students at a summer journalism camp.
Situational analysis Strengths The journalism field is technology based. Journalism provides a wide variety of job opportunities. Journalism is hands on, engaging, and interactive.
Opportunities We would like to create a stronger presence and greater outreach through the website and social media sites. Journalism’s relevance and significance makes room for growth and differentiation. Journalism is everywhere and prevalent in everyone’s daily lives. SDSU has access to necessary equipment needed for summer educational opportunities through the year.
Weaknesses SDSHSPA’s website is outdated. SDHSPA is not active on the right social media sites. Attendance and interest has been declining for the SDHSPA annual convention and summer camps.
Threats There are too many competing high school activities. There is a lack of knowledge and interest among South Dakota high school students about the journalism field and opportunities. Standardized tests do not assess the skillsets needed for journalism.
Opportunity Statement Redefine journalism and bring excitement to the field within high school students in South Dakota. 5
Strategies SDHSPA Summer Journalism Camp Hosting an annual journalism summer camp at South Dakota State University’s campus will provide awareness of what journalism is today and tomorrow, increase SDSU’s involvement with high school journalism and provide educational resources to high school students.
Website Our main goal of the website is simplicity and informational. Based on our research from the surveys and classroom visits, students and teachers overwhelmingly said that they want to know more about SDHSPA and what journalism has to offer. Social Media will be a key component for driving people to the website. SDHSPA will have a greater presence on social media sites that will increase outreach to our targeted audiences.
Social Media Social media is a very important component of reaching high school students, as well as educators and parents. Our goal is to utilize Twitter, Snapchat, Instagram and Facebook to get the word out about SDHSPA. Not only will we use it to promote the journalism camp and website, we will also post relevant and interactive content for our South Dakota publics.
Objectives 1. Provide awareness of what journalism is today and tomorrow. 2. Increase SDSU’s involvement with high school journalism activities 3. Provide educational resources to high school students, advisors, and parents.
Camp Details
Tactics SDHSPA Summer Journalism Camp Objective
Our goal of this camp is to provide awareness of what journalism is today and tomorrow, increase SDSU’s involvement with high school journalism and provide educational resources to high school students. At our camp, students will explore, innovate and engage through the following journalism elements: Newswriting Broadcast Design Photography Research Social Media
Camp Dates
Saturday, June 11th - Sunday, June 12th We selected these dates because it is after South Dakota high schools are let out for the summer.
Costs Food (L, D, B, L) - $32.81/person Dorm (one night) - $20/ person Instructor - TBD T-shirt - $10-15/student (Paid for in the sign-up fee by students)
Potential Prizes And Giveaways Everyone upon entering gets a T-Shirt (sizes taken upon registration) 1st place Overall : Scholarship $500 (Sponsored Gift) Explore 1st Place - Chance to be published in a newspaper (Sponsored Gift)
Innovate 1st Place - 1 year free membership to Adobe Creative Cloud (Sponsored Gift) Engage 1st Place - Chance to be a part of a real broadcast (feature, internship, job shadow) (Sponsored Gift)
Day 1
9 Camp opens with a short 15-minute guest speaker before moving on to the sessions. Students participate in three sessions representing the main ideas of explore, innovate and engage. All of the sessions begin with a short classroom discussion and then transition into hands-on activities. Students can then submit their work at the end of day 1 for the possibility of winning prizes. Day 2 The second day, students will be split up into groups. They will be given a task designed by the instructor and then the students would be released to put together a news package that incorporates the skills the students learned the day before, including a writing, design and broadcast piece. There will be 3 rewards given. One for individual writing, one for design, and one for a broadcast piece. One student will receive a scholarship for outstanding performance during the camp.
Tentative Schedule and Dates Dates - Saturday, June 11th - Sunday, June 12th Schedule
Saturday: 8:30-9:30: Registration 9:45:10:15: Guest Speaker 10:30-12:30: Session One- Explore (Writing/Research) 12:30-1:30: Lunch 1:30-3:30: Session Two- Innovate (Creative - Photography, Design) 3:30-5:30: Session Three- Engage (Broadcast/Interview) 5:30: Dinner Night Activities Sunday: 8:30-9:30: Breakfast 10:00-12:30: Group Project 12:30-1:30: Lunch 1:30-3:00: Closing Ceremony/ Awards 10
Research
Potential sponsors KSFY (Sioux Falls) KELO (Sioux Falls) KDLT (Sioux Falls) Argus Leader (Sioux Falls) Jackrabbit Insider (SDSU) Brookings Register (Brookings) Collegian (SDSU) South Dakota Newspaper Association
Aberdeen American News (Aberdeen)
Mitchell Daily Republic (Mitchell) Capitol Journal (Pierre) Rapid City Journal (Rapid City) KEVN (Rapid City) KOTA (Rapid City) KNBN (Rapid City)
Sponsorship Levels Gold Level ($1,000) - Sponsors in this level will receive logo recognition on SDHSPA website, promotional materials and camp t-shirts. Silver Level ($500) - Sponsors in this level will receive logo recognition on promotional materials and camp t-shirts. Bronze Level ($250) - Sponsors in this level will receive logo recognition on camp t-shirts. Why they would work: These potential sponsors are all media ouctlets in South Dakota. They may be interested in helping out because these high school students are the future of journalism. The more students interested in the journalism field now, the better it is for these media outlets in the future.
Potential instructors Guest Speakers Explore
Jim Helland
Innovate
Argus Leader Journalists/Editors
Renee Halgerson
Engage
Terry Harris
Doris Giago
Rebecca Britt
KSFY or KELO newscaster
Why they would work: These potential instructors/guest speakers are all experienced in skills that pertain to the journalism field.
What did we learn? We sent out a survey, asking high school journalism advisers how long they would like a summer camp/convention to run. Majority of the advisors said that they wanted a one day long camp/convention. While conducting focus groups, we set out to gather information from high school students about the desired length of the camp/ convention. They were interested in a longer (two-day) camp/ convention, one where they could stay overnight, since some would be commuting a longer way than others. High school student focus groups High school students prefer hands on activities opposed to classroom sessions They would be interested in a guest speaker Students want to learn more about the equipment that is used within journalism
Media Research
Snapchat, Instagram and Twitter on a daily basis Hashtags are not used anymore GIF and JPEG get their attention If posted items are humorous they are more likely to share it with peers
Implications Based on the information we gathered. We are aiming for an overnight camp/convention. Using the three main words explore, innovate, and engage we have created three sessions for the camp. Explore: The first session entitled explore would include research and writing. After gaining insights during the class room session they are set free to do their own research and write their own piece.
Innovate: The innovate session would be focused on photography and design. The students would be able to go out and take photos and use the software to edit them as well as using the adobe programs to create logos, templates, etc. Engage: Engaging includes interviews and broadcast journalism and social media. In this session the campers would have the opportunity to get into the broadcasting studio and experience what it’s like to work in front of the green screen and behind the scenes. We will update GIF and images on Twitter and Instagram, and post daily or weekly Snapchat stories for students to explore what is happening in the Journalism world. Since something new and exciting happens everyday, we want to engage students in the exciting things we do on a daily basis.
Promotional content Snapchat geofilters - TBD Email Blasts 1st Email - We will email journalism teachers and advisors in South
Dakota to notify them about the camp. There will be an attachment with camp information that we will encourage the teachers to print out and post on their white boards or walls in their classroom. 2nd Email - The second email will be a reminder that Early Bird Registration ends. 3rd Email - This will be our last chance to remind teachers to encourage their students to sign up for the camp before the school year ends.
Social Media Posts - Weekly posts will be made every Monday via Twitter, Facebook. Instagram and SnapChat to remind and inform students and teachers about the camp. Facebook Event Page Posters - We will mail posters to South Dakota high schools to and ask them to display our posters in their school hallways. Press Release - A press release will be sent out to South Dakota media outlets announcing our camp. See Appendix Page: 27-30
Why it is going to work: Students are tech savvy and like to stay in the know with what is going on. Allowing easy access to updates through phone apps like Snapchat, Instagram, and Twitter will engage and educate them on what’s going on. It also promotes our company and will hopefully encourage students to engage in our yearly events.
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Promotional content Weekly posts each MONDAY between the months of February-June: Social Media Posts February 20th: 1st Email Blast - (Promoting Early Registration) February 20th: Posters February 20th: Press Release Announcing the camp March 20th: 2nd Email Blast Reminder about camp and last chance to early bird registration March 25th: Early Bird Registration Ends April 20th: 3rd Email Blast Reminder May 30th - Registration Ends Who will sustain the plan? Under the leadership of High School Press Coordinator Teri Finneman, the following people will be potentially responsible for the execution of all promotional materials, website and event details. Work Study Intern Graduate Assistant
Registration Page The “Registration Page” on the website will contain the time, date, event details and cost for the camp. We will ask each student to provide their name, high school, mailing address, email, payment information (Credit Card, Check) and insurance information.
Video We created a video series consisting of 3 short clips featuring a journalism student, working professional and a professor. Each clip focuses on a different aspect of the SDHSPA’s theme; Explore. Innovate. Engage. All 3 individuals share their stories and the unique impact that journalism has had on their lives.
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1st Email Message
2nd Email Message
South Dakota teachers and advisors,
South Dakota teachers and advisors,
Explore. Innovate. Engage. Those are the three words that has guided us to redesign a new exciting summer camp for your students.
The South Dakota High School Press Association would like to remind you that Early Bird Registration Ends for our 2016 summer journalism camp on March 25th. Please encourage your students to sign up. It will be a great way for your students to actively learn what the journalism field is all about.
Based on the information that you provided in our survey that we sent to you in September 2015, The South Dakota High School Press Association is happy to announce the details for their redesigned summer journalism camp. The summer camp will be a great way for high school students to actively learn what the journalism field is all about. Students will participate in hands-on activities that are focused around the theme; Explore. Innovate. Engage. The camp will be held Saturday, June 11- Sunday, June 12 . Early Bird Registration ends March 25th, 2016 Registration ends May 30th, 2016 Attached to this email is a handout that contains more details about the camp. Please pass this information on to your students. Thank you, SDHSPA
The camp will be held Saturday, June 11- Sunday June, 12 . Early Bird Registration ends March 25th, 2016 Registration ends May 30th, 2016 They can register at: URL HERE Thank you, SDHSPA
3rd Email Message South Dakota teachers and advisors, The South Dakota High School Press Association would like to thank you for encouraging your students to sign up for our 2016 summer journalism camp. With the school year coming to a close, we would like to remind you that there is still time to register if they have not done so. Registration ends May 30th, 2016. Our camp will be a great way for your students to actively learn what the journalism field is all about. The camp will be held Saturday, June 11- Sunday, 12 They can register at: URL HERE
Email Blast Messages
Thank you, SDHSPA
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Poster
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FOR IMMEDIATE RELEASE: February 20, 2016 Contact: Teri Finneman South Dakota High School Press Association www.sdhspa.com Phone: (605) 688-4171 Email: teri.finneman@sdstate.edu
SDHSPA Hosts Journalism Camp Students will Explore. Innovate. Engage.
BROOKINGS, SD, February 20, 2015: he South Dakota High School Press Association is holding their high school summer journalism camp Saturday, June 11 – Sunday, June 12 at South Dakota State University. The camp will be a great way for high school students in South Dakota to learn about the journalism field. The camp will be 2 days of hands-on activities. The first day consists of 3 sessions all centered around the camp’s theme; Explore. Innovate. Engage. Students will participate in workshops focusing on
News Release
broadcasting, writing and design. The second day, students will participate in a group project where they will test their new skills. Rewards and scholarships will be awarded. “Quote from Teri” Registration for the camp will open February 20 and will close May 30. Early bird registration ends March 25, 2016. Students can register online at (URL). The camp will begin with a guest speaker, (their name), and then the students will be broken up into groups where they will participate in three hands on sections; explore, innovate, and engage. “Quote from Teri” Insert Boiler Plate Here ###
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UPCOMING EVENTS February 21-27, 2016
Upcoming Events
April 14-15, 2016
The “Upcoming Events” section on the website will have local, regional and national journalism event dates and contest deadlines for high school students and teachers. Each event and deadline will be linked to the corresponding URL that has further information regarding that item. The top 5-7 dates will be listed based on how soon each one is occurring.
March 25, 2016
Local – The state of South Dakota and South Dakota State University have numerous events that pertain to the journalism field. Events such as the SDHSPA 2016 journalism camp’s registration deadlines and camp dates should be included as well as the SDHSPA’s annual journalism convention dates.
Scholastic Journalism Week
JEA/NSPA Fall National High School Journalsim Convention Early Bird Registration Ends for SDHSPA Summer Journalsim Camp
April 30, 2016
Registration Ends for SDHSPA Summer Journalism Camp
june 11-12, 2016
SDHSPA Summer Journalism Camp
Regional – The Midwest (ND, SD, NE, KS, MN, IA, WI, IL, IN, MI, OH, MO) offers many workshops, contests and conventions that are open to young journalists nationwide. The Midwest Watchdog Workshop for instance is designed to spread knowledge of investigative reporting techniques that hold the powerful accountable and foster an informed citizenry. These programs are all a short drive or flight away for South Dakota students. National – The United States has several opportunities for students seeking out the profession for journalism. Universities all over the country offer competitive journalism camps in the summer for students and the National Scholastic Press Association(NSPA) sponsors a semi-annual convention with its partner, the Journalism Education Association(JEA). The JEA also schedules a Scholastic Journalism Week every year to encourage the involvement of students to raise community consciousness regarding the benefits of scholastic journalism. The NSPA and JEA also offer contests for students year-round. All of these events and deadlines can be included in this section. Social Media will play an important role with announcing Upcoming Events. Every two weeks, a list of events and deadlines will be posted to the following SDHSPA social media sites: • Twitter • Instagram • Facebook The posts will notify followers of upcoming events without them having to visit our website. A link to the “Upcoming Events” section will accompany posts so they can access links to their preferred event or contest information.
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One Last Thought Explore. Innovate. Engage. That’s what journalism and the SDHSPA is all about. We want to educate high school students, advisors, administrators and parents while also getting them excited about journalism. Sharing journalism experiences, knowledge and skills with the students and educators of South Dakota through camps and our website is just the beginning. SDHSPA has the chance to speak out and be heard. We’ve done the research, now it is time to implement these strategies and see the difference it can make. This campaign focuses on our three objectives:
Why this works
1. Through research, we found that South Dakota high school students are active on social media sites such as Instagram and Twitter. In the past, SDHSPA has not been active on these sites. By utilizing these outlets and posting relevant content, this strategy can provide awareness of what journalism is today and what it can be in the future. 2. Historically, SDHSPA has seen a decline in numbers at their summer journalism camp. By revamping the camp with a new and improved theme, providing hands-on activities, and publicizing the event to the appropriate mediums, this strategy will increase SDSU’s involvement with high school journalism activities. 3. The SDHSPA’s previous website was not updated and did not accurately represent today’s field of journalism. The new site will have a modern and clean look, providing informative content and sharing space for students and advisors. The site will attract South Dakota residents and maintain the primary public’s interest. This strategy will provide educational resources about journalism to high school students, advisors and parents.
Evaluate
1. Social media will be tracked in real-time. The focus will be on how interactive the followers are with SDHSPA. It is not just about how many followers SDHSPA has, but about the shares, likes and clicks that we receive. Any links that are posted on social media to the website will be tracked by Google Analytics so we can identify how successful our social media sites are in directing people to our website. 2. The camp will be considered a success if it can attract 50-75 students from across the state of South Dakota. 3. The website will be tracked using Google Analytics and Google AdWords. By analyzing bounce rate, who is visiting the site and how they are being directed there will allow us to adjust how the website is setup.
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Classwork
Classwork Press Kit
This class assignment required me to create a Press Kit for an event organized by a non-profit organization of my choice.
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Press Kit Kacey Herrmann
Youth & Family Services
Pitch Letter
October 22, 2014 Dear John Doe, Youth & Family Services is hosting their 20th annual Kids Fair, which celebrates the children and families of our community. This event brings more than 11,000 people to the Rapid City Rushmore Plaza Civic Center every year. After 20 years of hosting this event, Kids Fair organizers promise new attractions on top of the usual hands-‐on activities, inflatables, mini-‐train rides and live entertainment. All Kids Fair profits go directly to YFS and their mission of helping the children of our community. Story ideas could include: 1. The impact the Kids Fair has had on the community and the Youth and Family Services’ organization. 2. With this being the 20th year, a story on the Kids Fair’s past and where they plan to go from here. 3. The organizers and volunteers put a lot of work into making the Kids Fair great. Consider a behind-‐the-‐scenes story about what goes into planning and setting up the event and why it’s so important for people to get involved. The Kids Fair will run Friday, April 24th through Sunday, April 26th. It will be open on Friday and Saturday from 8:30 a.m. to 4 p.m. and on Sunday from noon to 4 p.m. You are invited to check out the festivities. If you would like a behind-‐the-‐scenes look at the setup, feel free to contact me. For more information regarding the Youth and Family Services’ Kids Fair please visit our website, http://www.youthandfamilyservices.org/who-‐we-‐are/kids-‐fair/ I will follow up in two days about the event. If you have any immediate questions, please call Kacey Herrmann, Media Relations Director, at 605-‐555-‐5555. Thank you for your consideration.
Kacey Herrmann
Media Relations Director Youth and Family Services Phone: 605-‐555-‐5555 Email: kaceyherrmann@yfs.com
FOR IMMEDIATE RELEASE October 28, 2014
News Release
Contact: Kacey Herrmann Media Relations Director Youth and Family Services Phone: 605-‐555-‐5555 Email: kaceyherrmann@yfs.com
YFS Celebrates 20 Years of Kids Fair New Attractions Promised
Rapid City -‐ Youth & Family Services is hosting their 20th annual Kids Fair on Friday, April 24th through Sunday, April 26th at the Rapid City Rushmore Plaza Civic Center. The event will be open on Friday and Saturday from 8:30 a.m. to 4 p.m. and on Sunday from noon to 4 p.m. Admission cost will be $5 per person per day. Children under 6 months of age get in for free. All proceeds go directly to YFS to support their mission of helping the children of western South Dakota. “We look forward to the Kids Fair every year,” Rick Rylance, president of YFS Board of Directors, said. “It’s not only a great fundraiser for our organization, but also a really fun event for the kids of our community.” This event brings more than 11,000 people to the Rapid City Rushmore Plaza Civic Center every year. After 20 years of hosting this event, Kids Fair organizers promise new attractions on top of the usual hands-‐on activities, inflatables, mini-‐ train rides and live entertainment. Local businesses and community members are invited to get involved. Businesses can sponsor a booth for the three-‐day event and community members can volunteer to help with event setup and work the variety of attractions. To volunteer or sponsor a booth for the Kids Fair, please email Kacey Herrmann, YFS Media Relations Director, at kaceyherrmann@yfs.org. For more information regarding YFS and how you can donate or get involved, please visit youthandfamilyservices.org. “We are so grateful for 20 successful years of the Kids Fair and we look forward to many more,” Rylance said. YFS has been a non-‐profit organization in western South Dakota since 1965. The organization is a youth development program that educates and supports children and their families. They help more than 13,000 children and families each year. ###
Youth & Family Services
Backgrounder
Youth & Family Services (YFS) is a nonprofit organization that has been helping children and their families in western South Dakota since 1965. YFS began as a Girls Club in Rapid City and has grown into a youth development program that educates and supports children and their families. Youth & Family Services is governed by a Board of Directors comprised of community members. The organization provides services to more than 13,000 children and families each year. They primarily use their resources to help underprivileged youth but their doors are open to anyone in the community. 85% of YFS youth live in poverty, 75% live in single-‐parent homes or foster homes, 25% have parents who do not have a high school degree, 23%(45% in the Rapid City area) are of a racial minority, mainly American Indian, and 15% are from middle-‐income families. The public can contribute funds, items or volunteer their time to help the YFS community. 2015 Kids Fair Youth & Family Services has hosted its annual Kids Fair for 20 years. The Kids Fair celebrates the children and their families of the community and brings more than 11,000 people to the Rapid City Rushmore Plaza Civic Center every year. The Kids Fair provides hands-‐on activities, inflatables, mini-‐train rides and live entertainment for children and their families to enjoy. Admission is $5 per person per day, but children under 6 months of age get in for free. Businesses in western South Dakota have the opportunity to sponsor a booth for the three-‐day event to show their support for YFS and to promote their product or service to all of the Kids Fair attendees. Individual community members can volunteer and help out with the variety of activities and attractions. This year, the Kids Fair will run Friday, April 24th through Sunday, April 26th. It will be open on Friday and Saturday from 8:30 a.m. to 4 p.m. and on Sunday from noon to 4 p.m. All profits from the Kids Fair go to Youth & Family Services.
Fact Sheet
Youth & Family Services (YFS) •
Is a nonprofit organization, founded in 1965
•
their families
•
• • •
Is a youth development program that educates and supports children and
YFS helps more than 13,000 children and their families all over western
South Dakota each year.
It is governed by a Board of Directors comprised of community members.
The public is welcome to donate funds, items or volunteer. YFS Youth Statistics
o 85% live in poverty
o 75% live in single-‐parent homes or foster homes
o 25% have parents who do not have a high school degree
o 23%(45% in the Rapid City area) are of racial minority, mainly
American Indian
o 15% are from middle-‐income families
Kids Fair •
2015 marks the 20th year of the YFS Kids Fair.
•
The Kids Fair celebrates the community’s children and their families.
•
Center every year.
•
•
It brings more than 11,000 people to the Rapid City Rushmore Plaza Civic Businesses in western South Dakota can sponsor a booth.
Community members can volunteer to help set up/work the event.
•
All profits from the Kids Fair go to Youth & Family Services.
•
entertainment and more
•
•
Attractions: hands-‐on activities, inflatables, mini-‐train rides, live Price: Children under 6 months-‐ Free/ Everyone else-‐ $5 per person each day Dates: April 24th-‐26th
o Friday & Saturday from 8:30 a.m. to 4 p.m. o Sunday from noon to 4 p.m.
Q&A Sheet
Q: Where will the event be held? A: Rapid City Rushmore Plaza Civic Center Q: When will the event be held? A: April 24th-‐26th: Friday/Saturday from 8:30 a.m. to 4 p.m. & Sunday from noon to 4 p.m. Q: How much does it cost? A: Children under 6 months-‐ Free/ Everyone else-‐ $5 per person each day Q: How can community members or businesses get involved? A: Community members can volunteer to set up and help with attractions (Must be 13 years or older). Businesses can sponsor a booth for the three-‐day event. For more information regarding volunteering or sponsoring a booth, please visit our website at http://www.youthandfamilyservices.org/who-‐we-‐are/kids-‐fair/ or contact Kacey Herrmann at 605-‐555-‐5555 or kaceyherrmann@yfs.com. Q: Where do the funds raised go? A: All profits raised go directly back to Youth & Family Services. Q: How many people are expected to attend? A: The Kids Fair generally attracts more than 11,000 people each year. Q: Is there anything special planned for the 20th year? A: There are plans to add more attractions this year. Q: Whom do I contact for more information? A: Kacey Herrmann, Media Relations Director, at 605-‐555-‐5555 or kaceyherrmann@yfs.com.
Classwork
Ford Advertisement I was to develop a magazine advertisement for the 2014 Ford Escape.
The All-New 2014
Escape
In the battle between FUEL EFFICIENCY & POWER, you just W O
N.
Gets up to 33 mpg, better than any other SUV in its class. With your choice of two new EcoBoost engines, there’s plenty of power on tap to keep your right foot happy. Just another reason to check out the stylishly capable, tech-savy, totally reimagined Escape. It’s ready for anyting.
www.Ford.com EPA-estimated 23 city/33hwy/26 combine mpg. 1.6L I-4 Eco Boost automatic FWD. Class is Small Utilities with automatic transmission vs 2012/2013 competitors.
Classwork
Creative Brief For this assignment, I was to write a creative brief and design a magazine advertisement for a cause I am passionate about.
Creative Brief
Client: HeForShe Project: Passionate for a Cause Date: October 14, 2014
What do we want to accomplish? We want men to understand and join the HeForShe movement for gender equality. Who are we talking to? The target market includes men and boys all around the world. What do they think now? Right now, men equate the fight for women’s rights or feminism to man hating. Men also consider advocating for women’s rights as only a women’s issue. What do we want them to think? We want men and boys to realize that feminism, by definition, is the belief that men and women should have equal rights and opportunities. Feminism is the theory of the political, economic and social equality of the sexes. Women should be able to do anything a man can, and vice versa. No special treatment for either sex under the law. Why should they think this? Every man has a mother, sister, daughter or friend that is in fact a woman or a girl. By joining the movement to make a change and to fight for equal rights, men can advocate for the important women in their life. Men are fighting not only for women to have equality, but also for all of mankind to have equality. What is our message? Women’s rights are not a women’s issue, they are a human rights issue. By joining together, men and women can find equality amongst themselves. Deliverables Currently, there is a lot of online buzz about the HeForShe movement. My goal is to bring the buzz to the streets. Magazine ads targeting male readers will encourage them to go online, get informed and join the movement. The t-‐shirts are for after someone has joined the movement and wants to be advocates by literally wearing the message. People willing to post on Instagram or Twitter that they support this cause may also be willing to wear the #HeForShe shirt supporting the cause as well. People that the t-‐shirt wearer comes in contact with will see the shirt and the message it conveys and may choose to research and join the cause themselves.
Men Supporting
Gender Equality
heforshe.org
Classwork
Java City Proposal This project was a collaborative effort for my Sales, Promotion and Marketing class. We were to come up with an awareness-generating promotion for Java City on SDSU’s campus for the month of January. I wrote the background, insight, target audience and campaign objectives for the assignment and calculated the ROI for the project. We presented our ideas to Aramark representatives at the end of the semester. We presented to Aramark and they ended up using our insights.
Background
Java City Proposal
Java City is a coffee shop located on South Dakota State University’s campus. Their location is in Wagner Hall, west of the student union. They serve coffee, smoothies, teas, baked goods, salads, sandwiches, wraps and soup. Although they have a variety of quality products with reasonable prices, their signage and foot traffic could use a boost due to their somewhat hidden location and nearby competition; Einstein Bros Bagels and Starbucks. Insight
When we walked into Java City there were a lot of people using the space to study, but were not necessarily buying products. There was also no signage in the store or outside the store that suggested any special deals or drinks that would entice anyone to buy something. We noticed that Java City has their regular customers who make the coffee shop part of their daily routine. With our promotion being in the month of January, we have the opportunity to draw in more customers, while keeping the old ones, and making Java City a regular stop for students throughout the semester.
There is also no mention of special deals on social media sites for Java City. The coffee shop is not in a great location on campus and it is hard to find in the building. Many students do not go to Java City unless they have a class in Wagner or Rotunda. With the help of social media, Java City can encourage students to stop in and purchase something, even when those students do not have a class in Wagner Hall or the Rotunda. Doing an interactive Instagram campaign and a weekly promotional deal to entice more customers to not only enter Java City, but to also purchase something, will provide an opportunity for students to purchase more products.
Target Audience
Java City will be targeting all SDSU college students living on and off campus.
Campaign Objectives(Kacey)
When we came up with a promotion we wanted it to coincide with events going on campus to actively engage college students on a daily basis. During the month of January, the main events going on that month are basketball games from the women’s and men’s teams.
Our campaign objectives are: • Increasing brand awareness • Actively engage students with that location on a daily basis
Strategy
We recommend a promotion titled “3 For 3.”
Promotion Overview It ties in with the SDSU women’s and men’s basketball games throughout the month of January. For each three pointer made by SDSU during the game there will be 3% off the customer’s purchase the following day. For example, if the women make 5 three pointers during their game on a Wednesday, the following Tuesday customers will get 15% off their purchase at Java City. This will get people into the store and willing to purchase more items and more expensive items.
Social Media Contest To go along with the 3 For 3 promotion, we will also have an Instagram contest. Customers will be asked to show their best “trick shot.” This can be anything from shooting a rolled up piece of paper into the garbage to shooting an eraser into their empty coffee cup. Customers will take an Instagram video of their trick shot and use the hashtag #JavaCity3For3. Using the hashtag will enter them into the contest. We will pick three winners, one winner per week, for a smaller prize, such as a free small coffee or free scone. At the end of the month there will be one grand prize winner. The prize for the grand prize winner will be a gift card to Java City for $20 or a similar prize.
3 For 3 Promotion The 3 For 3 promotion will be promoted on social media and print material. • Twitter -‐ Promoted posts on Twitter will be used to spread awareness of the 3% discount and about the Instagram campaign. • Instagram -‐ Jacks Dining will post about the trick shot contest. Jacks Dining will also like and comment on the videos posted with the hashtag #JavaCity3For3. • Posters -‐ Posters will be placed inside Java City and in the Union. These posters will tell people about the promotion and also tell people where Java City is located. • Register Tents -‐ Register tents will be placed at each of the Aramark dining locations, informing customers about the promotion.
The promotion will start when students come back to school in January and will run through the end of the month. January is the perfect time to have this promotion because students are starting a new semester and are working out their daily schedule. This promotion will make Java City a part of their schedule and will keep them coming back even after the promotion is over.
Sunday
Monday
January 2015 Promotion Schedule
Tuesday
Wednesday
Thursday
Friday
Saturday
1
2
3
4
5
6
7
8
9
10
11
12 Semester Starts
13
14 GAME
16 PROMO
17 GAME
19
20
21 GAME
15 PROMO GAME 22 PROMO
23
24
26
27
28 GAME
29 PROMO GAME
30 PROMO
31
18 25 Tactics
In this campaign we will use a mix of print and digital media
Tactics
GAME
PROMO GAME
PROMO
In this campaign we will use a mix of print and digital media
POSTERS Posters will be used to promote the campaign and explain the contest. These posters will be displayed in Java City and around Wagner Hall and Rotunda. In addition to the informational posters, there will also be a poster created to display the discount for the day. This poster will be on a stand outside of Java City so passersby will see the promotion and be encouraged to come into Java City.
SOCIAL MEDIA Social media will also be used to spread awareness of the discount and the contest. Posts on Twitter will tell students about the promotion and will also tell them what the discount is that day after the game. Promoted posts will be used to spread awareness of the campaign and contest and get people to use the hashtag. We will also work with Jackrabbit Athletics to have them tweet about the promotion.
Instagram will be used to post about the promotion and will be the primary channel for the contest. Customers will interact with Java City on Instagram by posting videos of their trick shot and using #JavaCity3For3. Java City will interact with customers by liking their videos and commenting on them, and also by choosing the winners each week for their prize.
Cost Estimates 4 Posters (20x26) : $62.53 -‐At the point of purchase -‐Outside Java City -‐Union -‐Rotunda 17 Register Tents(4X15, 4 colors): $13.76 Promoted Tweets: $50 Prizes: 3 Small Coffees ($1.49 X 3= 4.47 Plus tax) : About $5 1 Gift Card: $15 Total: $146.29
Why This Works
This promotion increases brand awareness and engages students in various ways. The 3 for 3 promotion will increase Java City’s signage around campus and there will be more posts on Twitter, Instagram and Facebook, reminding students about Java City in Wagner Hall. The promotion also engages students through Instagram because Java City is asking the students to actively participate in a basketball-‐related contest that could win them prizes.
Jackrabbit Athletics already has a huge following, especially basketball, so tying Java City and basketball together in the month of January will be an engaging experience for the students and they will be more aware of where Java tCity is located and what it has to offer.
This will help Java City the rest of the semester. Students will just be starting the spring semester when this promotion starts, so by giving them a discount you are bringing them into the store. After the promotion is over they will still come to Java City because it is now part of their routine.
Return On Investment
Average daily transactions: 220 transactions Average daily sales: $1000 Average weekly sales: $4,800
*Fridays are the slowest days with an average total sales of $740.
semester when this promotion starts, so by giving them a discount you are bringing them into the store. After the promotion is over they will still come to Java City because it is now part of their routine.
Return On Investment
Average daily transactions: 220 transactions Average daily sales: $1000 Average weekly sales: $4,800
*Fridays are the slowest days with an average total sales of $740.
30% discount each purchase Mon-‐Thurs Losing 300 dollars/day $1000 x .30 = $300 Each customer spends about $4.55 on average $1000 / 220 = $4.55 66 new customers to break even $300 / $4.55 = 65.9
18% discount on each purchase Mon-‐Thurs Losing $180 dollars/day $1000 x .18 = $180 Each customer spends about $4.55 on average $1000 / 220 = $4.55 40 new customers to break even $180 / $4.55 = 39.6
30% discount on each purchase on Fridays Losing $222 dollars/day $740 x .30 = $222 Each customer spends about $4.55 on average $740 / 163 = $4.55 49 new customers to break even $222 / $4.55 = 48.8
18% discount on each purchase on Fridays Losing $133.20 dollars/day $740 x .18 = $133.20 Each customer spends about $4.55 on average $740 / 163 -‐ $4.55 30 new customers to break even $133.20 / $4.55 = 29.6
Additional Suggestions
COFFEE CUP STICKERS Stickers can be used on the coffee cups. With each purchase in January, a sticker will be placed on the cup the customer is given. This sticker will have the hashtag #JavaCity3For3. This will spread awareness for the campaign and have people looking on social media for more information.
Cost Estimate: 3,750 Coffee Cup Stickers (3 colors): $189.92
BEACONS These beacons could be used with other Aramark business and not just this campaign alone. Beacons are programmable to change to what you want to achieve in each future campaign that Aramark might want to do to encourage students to eat at different locations that are nearby them. Just need to develop an app to ping users about promotions. Great for one-‐on-‐one with customers.
Cost Estimates: 3 Beacons: $100 plus development for the app