Brittaney Collins Carolyn Walden Kayla Alexander Savanna Stevens Savannah Simmons
Journalism 531: Public Relations Campaigns Final Campaign Plan December 11, 2014
Table of Contents
Introduction……………………………………..……………………………………............................................…………………….……………3 Who We Are...…………………………………………………..……………….........................………………………………………………3 What We Do...…………………………………………………………………….........................……………………………………….…….3 Executive Summary.....................................................................................................................................................4 Background & Situation Analysis……………..........................................………………........................................................5 Strengths……..........................................……………….........................................................................................5 Weaknesses……..........................................……………….....................................................................................5 Opportunities…..........................................……………….....................................................................................5 Challenges..……..........................................……………….....................................................................................5 Target Audience…………………………….………………………………………………………………………………...........………………………….6 Primary Research.........................................................................................................................................................6 Research Method & Procedure…………...........................................................................................................6 Key Findings.....................................................................................................................................................6 Campaign Goals & Objectives…………………………………………………………………………………………………………..………………….8 Strategies and Tactics…………………………………………………………………………………………………………..……………………………..8 Implementation Logistics…..………………………………………………………………………………………………………………………………..9 Budgets…..……………………………………………………………………………………………………………………………………………….9 Timelines…..…………………………………………..………………………………………………………………………………………….…..13 Evaluation.……………………………………………………………………………………….....................................................................18 Appendices…………………………………………………………………….………………………………………………………………………………….19 Appendix I: Survey………………………………………………………………………………………………………………………………….19 Appendix II: Press Release……………………..………………………………………………………………………………………….…..27 Appendix III: Media Alert……………………………………………………………………………………………………………………….28 Appendix IV: Facebook posts………………………………………………………………………………………………………………….29 Appendix V: Twitter posts………………………………………………………………………………………………………………………30 Appendix VI: Fall festival flyer…………………………………………………………………………………………………………………31
Mission Statement Carolina Connections offers full -service public relations and event plann ing to each client. We will work to ensure that every event is an enjoyable experience from start to finish, using influences and skills from each team member to create a specialized campaign to revitalize and breakthrough to the Carolina community.
Meet the Team Brittaney Collins is a current senior at the University of South Carolina with a major in p ublic relations, and a minor in psychology. The majority of her time at the University has been spent as a student athlete and member of the University’s c heerleading program. She recently interned at a public relations, marketing, and advertising agency in Charleston, S.C. called The Little Dog Agency, where most of her efforts focused on the branding and re -branding of several different clients. Carolyn Walden is a senior majoring in public relations with a minor in hotel, restaurant, tourism management (HRTM) . She is a Public Relations Student Society of America ( PRSSA) member and has helped work on non profit events in the past. Her most recent project w as to help with the annual Chefs on the Shoe scholarship fund raising event last March. She oversaw media relations and helped market the event, which raised more than $80,000. Carolyn hopes to pu rsue a job after college working at an agency that works with nonprofits. Kayla Alexander is a senior at the University of South Carolina majoring in public relations with a minor in Spanish. This summer, Kayla interned with Girls on the Run of Columbia as a communications intern and she is currently an intern at Flock and Rally: Events + Communication. Her leadership roles on campus include president of the Association of Black Journalists at USC, the information and communications co-chair of her sorority and the media relations chair for NPHC Board. Savanna Stevens is a senior at the University of Sout h Carolina majoring in public r elations with a minor in HRTM. She has experience in the public relations field by interning with the Myrtle Beach Chamber of Commerce and the Myrtle Beach Regional Economic Developme nt Corporation. Through her previous work , she bring s good leadership skills to the company. Savannah Simmons is a senior at the University of South Carolina with plans to graduate in December of 2014 with a B.A. in Public Relations and an emphasis on eve nt coordination. Savann ah has completed a 400 -hour internship with Patrick Properties Hospitality Group as an events intern. Savannah has also worked with the media relations team for the USC scholarship foundation, Chefs on the Shoe. With Savannah’s varie ty of experiences, she is a great addition to the Carolina Connections team!
Executive Summary Our agency, Carolina Connections will conduct research on upcoming alumni students at the University of South Carolina in order gain a better knowledge of th e impact that My Carolina has on current students in an effort to create stronger ties with both student and alumni members in the future. In order to gather our data most efficiently, we administered surveys consisting of twenty questions on a both a f ive point Likert scale, as well as open -ended questions that will allow students to provide a more personal and in -depth explanation of their current attitude. Carolina Connections used the online database, Qualtrics as a way to collect reliable data. To kick off Homecoming 2015 activities and celebrate the grand opening of the new alumni center, we have decided to host a three-day celebratory weekend for students, alumni and the Carolina community. Friday will consist of a fall homecoming festival that includes musical performances, drinks, food and a VIP section with discounted food for members. On Saturday, there will be My Carolina member shuttles from the alumni center to the game. We will coordinate with campus police to use detour routes to quickly transport attendees to the game. They will be dropped off at the My Carolina tailgate where there will be foods and drinks available. On Sunday, we will host a farewell buffet brunch to end the weekend with a full stomach. In addition , we have chosen to incorporate an end of the year ball , Carolina Occasion, for graduating students and alumni. This ball would be an exclusive event for only graduating seniors and alumni with discounted tickets for My Carolina members . We believe that plann ing this event, the first of its kind held at USC, will help strengthen the long-term bond of the overall Carolina community. We also feel that hosting a grand end of the year celebration that recognizes graduating students will emotionally affect students and alumni by reinforcing the honor of obtaining a degree from the University. After obtaining research and collectively brainstorming , we have decided to implement a “Gamecock Goodie Box.� The Gamecock Goodie Box will consist of Carolina themed items such as lip balm, sticky notes, koozies, car stickers, etc. We believe that the Gamecock Goodie Box will serve as a welcoming gift for new members as well as an annual gift for current members. This will serve to keep the Carolina community co nnected no matter the distance. We believe that distributing a welcoming box will give members tangible benefits to help change these current attitudes.
Background & Situation Analysis Strengths
Membership that promotes a lifelong connection to USC. Offers services and benefits to members as well as discounts to local shops and restaurants. Privately funded organization. Strives to promote long lasting relationships within the Carolina community.
Weakness
Opportunities
Create a strong presence among students. Increase membership. Create events that will become annual. Creating bonds among USC students and alumni.
Many students feel as though the alumni association’s main objective is to seek financial assistance. Very weak presence on USC’s campus. Lack of engagement with students and alumni. Student members do not feel engaged in the association because of its limited number of events. Do not offer positive incentives to make students or alumni want to stay a member.
Threats
Rising costs to put on events. Competing with other clubs on campus. Lack of people wanting to purchase memberships. Communicating thoroughly with existing and future members.
Target Audience The target publics for this campaign are upper class students between the ages of 19 -22 from all races with a strong focus on graduating seniors at the University of South Carolina . Before this survey was conducted, we understood that there was a lack of interest in joining the My Carolina Alumni Association as well as a lack of on -campus visibility. Current students are important to our campaign because they are the driving force of My Carolina members. Through our research, we found that although over half of participants were aware of My Carolina Alumni Association, many did not have a positive perception of the association. It was important to find ways to change the negative perceptions many students have of My Carolina.
Primary Research Research Method & Procedure: The Carolina Agency used a survey as its primary research method to conduct data. We decided to use a survey because they are generally standardized to ensure that data are reliable and valid. The Survey allowed us to collect a large amount of data in a relatively short period of time. From this research, we were able to collect both qualitative and qua ntitative data. We thought surveys were the best way to get student insight regarding My Carolina Alumni Association because it will allowed us to collect a broad amount of information including personal facts, attitudes, past behaviors and opinions of the center. We administered the survey through the online database, Qualtrics. The survey that we administered generated responses from 113 upperclassman students at the University of South Carolina. In order to obtain these responses, the survey was administered through Blackboard. It was sent to both past and current classes as well as other Carolina associated groups Key Findings Finding #1: Presence on campus is extremely limited According to our research, 46 percent of respondents do not believe that the My Carolina Alumni Association has a strong presence on campus . Therefore, we have concluded that the association’s presence on campus is limited. In regards to our campaign, the implementation of the Gamecock Goodie Box will increase presence of the My Carolina Alumni Association on campus.
Q: My Carolina Alumni Association has a strong presence on campus.
Finding #2: Social and network events are valued highly amongst students According to our research, almost 80 percent of respondents are interested in attending networking mixers and over 60 percent of respondents would be interested in attending social or fomal events. Events such as guest speak ers and tours were not as popular amoung respondents so that has been taken into account regarding our campaign.
Q: Please select the events that you would attend at the new alumni center.
Finding #3: Social media has not been an effective communication medium Since arou nd 62 percent of respondents aren’t connected with My Carolina via social media, it has not been an effective communication medium. Moving forward, we will take note th at we need to i ncrease social media viewersh ip as shown in the appendi ces.
Q: I follow My Carolina on the following social media sites
Campaign Goals & Objectives Goal 1: To raise awareness of the new alumni center among USC students Objective: To increase awareness of the My Carolina Alumni Center among students by 20 percent by December 1, 2016, as measured by an online survey. Goal 2: To increase student memberships in My Carolina Objective: To increase the number of student members in My Carolina Alumni Association by 20 percent by December 1, 2016, as measured by monitoring membership numbers.
Strategies & Tactics In order to ach ieve the goal of raising awareness of the new alumni center, our main strategy will be to host a weekend full of student -geared ev ents at the new center as a part of the homecom ing celebrations. On Friday, we will host a fall festival for the Columbia com munity in front of the new facility . Complete with food, family fun and performances, there will also be an opportunity for stu dents to join the My Carolina Alumni Association. T he following m orning, shuttle services will be available at the new alumni center to transport members to the newly implemented Homecom ing T ailgate. Exclusively for My Carolina members, the tailgate will consist of free food and fun times before heading ov er to Williams Brice Stadium. The weekend will end on a cheerful note with a farewell brunch for both student and alum ni members to network and enjoy performers from the Carolina community (string quartet, a Capella groups, etc.) Increasing the number of stu dent members in the My Carolina Alumni Association will be achieved by implementing mu ltiple incentives for stu dents to join the association. To entice students to join the association as students, a formal event, C arolina Occasion, will be hosted at t he end of the spring semester. The black tie reception will b ring together both stu dent and alumni members for an u nforgettable evening. Because formal events are u nheard of to students who aren’t m embers of Greek organizations, Carolina Occasion will ince ntivize membership in the My C arolina Alumni Association by offering them an experience that otherwise would not be available. Also, to increase the number of student memberships, we will lau nch the Gamecock Goodie Box: a care package containing Carolina - themed goodies to send to students every year. Consisting of koozies, sticky notes, paraphernalia and other items, th e Gamecock Go odie box is a way for students to feel connected to the alumni association and, thus, give them an incentive to gain membersh ip.
Implementation Logistics Budgets My Carolina Alumni Association Fall Festival Expenses Expenses
Description
Facility Rental
Alumni Center
Security
Campus Police
Laborers
Student Members
Tents
20 x 20
High cocktail tables
30” x 42”
Rate/service fee
Amount Quantity
Estimates
$30
2
30$/hr
Invoices
$300
20 $240.00
2
$480
$12.00
10
$120
R60
$9.00
10
R72
$12.00
5
Stage
4’ x 8’
$60.00
1
$60
Linens
120” (Black folding unpadded)
$16.00
10
$160
$1.00
200
$200
Tables
Chairs Permit
For wine and beer (application fee)
Entertainment/Band
$150
$300
$300
$1,500
Food and Beverage Catering (Docs Barbeque)
Feeds up to 1000 people
$11,250
Beer
$1,000
$1,000
Wine
$1,000
$1,000
Popcorn machine
$45.00
Snow cone machine
$45.00
Cotton candy machine
$45.00
2
$90.00
Helium tank
$80.00
1
$80.00
Assorted Beverages
Water, coke, diet coke, sprite
2
$90.00 $45.00
$600
$600
Miscellaneous Hayrides
$50
Bar
double bar
Face painters
Sorority Girl Service
T-shirts for members and new members Corn hole
Total Price
20 workers
$10/hr 1
$50 $28
No charge $100
$5/shirt
$100
Donated
$16,103
Notes
5 hrs
My Carolina Alumni Association Tailgate Rentals and Costs Site Room and hall fees
N/A
Site staff
$1,000.00
Publicity Graphics work Printing
Freelance Designer/Student
$100.00
1/4 page color prints (Fedex)
$170.00
Garnet & Black (Party City)
$20.00
Gamecock tablecloths
$100.00
Cocktail table linens
$275.00
Doc's BBQ (includes plates)
$5,625.00
Plastic cutlery
$45.00
Decorations Balloons Linens
Refreshments Food & Drinks Cutlery
Program Cocky
$300.00
Transportation Bus Rental
5 buses
$925.00
$36/4hrs per driver
$1,440.00
Serving Tables
(5) 6x30 rectangular tables
$35.00
Cocktail tables
(13) 24X42 cocktail tables
$175.00
Driver *shuttles will run for 8 hrs*
Equipment
Total
$10,210.00
My Carolina Alumni Association Homecoming Brunch Expenses Item
Price
Tables and chairs
$120.00
Totals
$120.00
Notes Extra if needed
Decorations Flowers
$550.00
My Carolina Balloons
Low Centerpierces
$50.00
Paper supplies (napkins)
$100.00
My Carolina Embroidered
Totals
$700.00
$0.00
$66.36
Forks, knives, etc.
Miscellaneous Plastic Cutlery Ice
$30.00
Linen
$100.00
Plastic gamecock linen
Totals
$196.36
$0.00
Catering DiPratos Totals
$4,000.00 $4,000.00
$0.00
$120.00
Stainless water, tea & soda
$80.00
Stainless
$25.00
Knives, ices scoop,serving spoon, tongs etc.
$225.00
$0.00
Catering supplies Pitchers (20) Chafing dishes (4) Serving Utensils Totals
$4,925.00
Total
My Carolina Alumni Association Gamecock Goodie Box Expenses Box Inclusions
Amount (in bulk)
Per Unit
Total
Pens*
1
$85.00
$85.00
Visors*
1
$1,110.00
$1,110.00
Bumper Stickers*
1
$5,995.00
$5,995.00
Chapsticks*
1
$440.00
$440.00
Koozies*
1
$150.00
$150.00
Thank you cards*
1
$58,850.00
$588.50
Gift Boxes*
1
$61.50
$61.50
500
$5.95
$505.95
Postage* Totals
$8,850.95 *1 bulk purchase = 500 individual items
Banquet Event Order: A Carolina Occasion My Carolina Alumni Association GTD Guests: 500 Item 4 Hr Silver Hosted Bar 4 Hr Silver Hosted Bar 4 Hr Silver Hosted Bar
Station 1- Shrimp & Grits Station 2- Lowcountry Seasonal Station 3- Angus & Black Bean Sliders
Security Staffing Entertainment Flowers Invitation Costs Ticket Costs
Estimated Ticket Sales
Price $22.00 $22.00 $22.00
Qauntiy 166 166 166
Total $3,652.00 $3,652.00 $3,652.00
$9.00 $9.00
500 500
$4,500.00 $4,500.00
$11.00
500
$5,500.00
$35.00 $10.00
16 50
$560.00 $500.00 $1,500.00 $500.00 $250.00 $250.00
Food Total Rental Total
$29,016.00 $3,267.88
Event Total
$32,283.88
500
$40,000.00
Revenue
$7,716.12
$80.00
Rental List: A Carolina Occasion My Carolina Alumni Association Item
#
Details
Price
Tables
9 6 6 15
8ft (3 Double Bars, 1-station, 2 station, 3 station) 8ft (Bar Risers) 60" (Round dining tables) Tall Cocktail
$81.00 $30.00 $729.00 $180.00
Linens
15 21 15
90"x156"(12 Bar Linens, 1 station, 2 station, 3 station) 132" (15 Tall Cocktail Linens, 6 Round tables) Sash (15 Tall Cocktail)
$277.50 $388.50 $45.00
Chairs
60
Black Folding (10*6 Round Dining)
$60.00
China
1500
Salad/Dessert Plate ( 500-Station 1, 500-Station 2, 500-Station 3)
$600.00
Silverware
1500 500
Salad/Dessert Fork(500-Station 1, 500 Station 2, 500 Station 3) Dinner Knives (500--** optional depending on stations)
$675.00
Glassware
1800 1008 500
HighBalls(16 Racks Bar 1, 17 Racks -Bar2, 17 Racks- Bar3) Universal Wine (9 Racks Bar 1, 9 Racks-Bar2, 9 Racks Bar3) Champagne Flute (14 Racks- Champagne Pass)
$540.00 $453.60 $229.17
Total
Timelines
Timeline for the Homecoming Friday Night Festival Date Action January, 2015 Begin planning My Carolina’s homecoming events 1. Reserve Atlas Road Crew for event February, 2015 2. Get an estimate for ARC’s cost March, 2015 Make reservation with catering company 1. Distribute sign-up sheets for face painters to the University’s Sororities April, 2015 2. Make arrangements for hay-rides on day of event 1. Employ face-painters. June, 2015 2. Obtain an inquiry on tents/band stage from Celebrations Rentals July, 2015 Reserve liquor permit 1. Conduct press release for event August, 2015 2. Send out reminders to all vendors & sponsors
$3,268.77
September, 2016 October 11, 2015 November, 2015
Set up a sign-up tent for My Carolina at the Friday night festival alongside advertisements for the My Carolina Gamecock Goodie Box EVENT DAY 1.Evaluate how much money was made and spent on the Friday Night Festival 2. Evaluate the event’s strengths and weaknesses for future implements and campaigns.
Farewell Brunch Timeline
Date Action August 2014 Begin planning My Carolina’s Farewell Brunch December Evaluate the costs and budgets for the My Carolina farewell brunch. 2014 1. Send letters to My Carolina members informing them of the farewell brunch. 2. Send letters to USC students and alumni including: subscriptions to join My March 2015 Carolina, and updates informing recipients of the new Gamecock Goodie Box 3. Reserve Dipratos catering service 1. Send invitations to My Carolina members. June 2015 2. Conduct and send press releases of the event. 1. Begin posting about farewell brunch on social media. 2. Display advertisements for the event at My Carolina tent on Greene Street. August 2015 3. Record number of RSVP’s. September Begin purchasing decorations for event. 2015 October 30, Finish last touches for the events complete set-up 2015 November 1, DAY OF EVENT! 2015 1. Evaluate how much money was made and spent on the farewell brunch. November 2, 2. Evaluate strengths and weaknesses of the event for future planning. 2015 November 5, Send out thank you cards to all farewell brunch attendees based on RSVP’s and events 2015 sign in sheet.
Tailgate Timeline
Time March - May 2015
Task Solidify time/location Create an estimated budget & get approval Reserve rental equipment such as vans, buses, tables, chairs, tents, podiums, etc. Contact performers/speakers Develop a rain plan
Jun-15
Meet with a Special Events/Parking coordinator to discuss shuttle needs Write copy, design and get approval of printed invitations and all other printed materials
Jul-15
Send overall homecoming information to Alumni Association members Create detailed "Day of Event" schedule
Aug-15
September - October 2015
Day Of
Recruit event workers Confirm performers/speakers Send tailgate specific information to members
Place complete order for food & confirm delivery time Place rental orders (tents, tables, tablecloths, etc.) Confirm shuttle services Arrive early to tailgate location Ensure tables are set up/decorated before food arrives Assist with food set up Last minute touches Follow "Day of Event" schedule Have fun!
May 2015
June 2015
July 2015
August
July, 2015
Timeline Leading up to A Carolina Occasion Set a date for the event – Month of May Form Committees and Chairs—assigning responsibilities Entertainment/Equipment Marketing/PR/Media Relations Logistics Food and Bev Volunteers Finance Sponsors Create Detailed Budget Entertainment— 1. Start booking talent/ signing contracts 2. Plan stage setup with equipment and lighting 3. Establish and Entertainment Timeline/set list Marketing/PR – 1. Start posting to social media and My Carolina websites Risk Management— 1. Apply for and purchase liquor license Marketing/PR 1. Set up event website that will display all general info. I.E. Time date location, volunteer signup, vendor information, ticket information. (update continuously) 2. Send out initial press release Media 1. Obtain and secure media advertisements. Food & Bev 1. Start contacting potential food and beverage vendors with price quotes for stations Risk Management 2. Obtain any permits required to hang signage or for advertising the event.
Marketing/ PR 1. Contact Billboard Vendors(Grace, Lamar) with possible sponsorships or price quotes December 2015 2. Approach Radio sponsors about possible air times 3. Send out Mass emails and mail save the dates 4. Risk Managment— 1. Hire Security 2. Secure tip certified bartenders with food and bev February 2016 Logistics –
March 2016
April 2016
1. Block off hotel rooms for 500 people or around 250 rooms Marketing/PR 1. Discus on air interview with radio stations, JACK? 2. Print all invitations or paper flyers, advertisements, tickets. Logistics 1. Hire event staff/volunteers 2. Hire Security 3. Complete state alcohol permit 4. Develop layout of the event Food & Bev— 1. Confirm menu and arrival time with food vendors 2. Confirm bar and arrival time with beverage service Marketing/PR 1. Book and Confirm Photographer 2. Research and Book PSA 3. Send out a follow up press release Logistics 1. Submit all necessary requirements to health department and obtain event insurance Entertainment – 1. Asses and submit all logistical setup and enternmaint requirements to risk management and logistics committee Logistics 1. Rent all rental items and arrange drop off and set up times. 2. Confirm with all Food and Beverage committees station and timelines as well as vendor information
Logistics – 1. Confirm all permits and requirements with insurance and vendors. 2. Purchase all decorating supplies 3. Send all confirmation emails to ticket holders 14 Days Prior to Entertainment the event 1. Develop all welcoming speeches and MC entertainment speaking outlines 2. Arrange all entertainment payments with finance 3. Secure all backstage requirements, water food, towels, first aid
7 Days Prior to the event
Food and Bev – 1. Fax all liquor licenses and issuance to beverage providers. Logistics— 1. Develop a set up plan with all arrival times of individual vendors.
2. Develop Day of timelines to distribute to event staff. Event Staff— 1) Set up and decorate the event Day before the 2) Set up bar and stations with all cater equipment 3) Set up entertainment event
Food & Bev— 1) Help food and beverage vendors set up with stations 2) Help bar services set up at the appropriate bars Entertainment— Day of the event 1) Greet talent and help them to set up 2) Meet with all speakers and MC’s to confirm timeline Logistics 1) Set up ticket stands Event Staff – Day after event Complete SWAT analysis of the event
Evaluation Carolina Connections created a public relations campaign for the My Carolina Alumni Association to create awareness for the association’s new alumni center and the community’s potential new home. This campaign was also developed with hopes to increase membership among the association. At the end of this campaign for My Carolina Alumni Association, Carolina Connections will conduct an evaluation to measure the effectiveness of the implemented strategies. First, we will evaluate the number of the associations existing members, and compare it to the number of members after our campaigns listed events. We will also measure the students’ awareness of the new alumni center by conducting and evaluating online surveys. We will do a compare and contrast analysis of the student awareness based on the survey responses obtained before and after each implemented event. Among the events we have added to the campaign, Carolina Connections has also decided to include a project referred to as, the “Gamecock Goodie Box.” The Gamecock Goodie Box will serve as an incentive for students and alumni to join My Carolina. This box also operates as a way to strategically unify the Carolina community by incorporating notes from current students to alumni, and has been implemented to the campaign at little to no cost. In order to evaluate the goals and objectives for the Gamecock Goodie Box, we have chosen to monitor the number of subscribers by the end of 2015, and will evaluate the completed surveys by recipients of the Gamecock Goodie Box in January of 2016.
Appendices Appendix I: Initial survey administered to USC students by Carolina Connections via Qualtrics
Initial Report Last Modified: 11/10/2014
1. I am a member of the My Carolina Alumni Association. # 1 2 3
Answer Yes No No, but I am interested in joining Total
Response 36 62
% 26% 44%
42
30%
140
100%
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Value 1 3 2.04 0.56 0.75 140
2. I feel a strong connection to the community at USC. # 1 2 3 4 5
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Answer Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Total
Response 33 64
% 25% 49%
17
13%
13 3 130
10% 2% 100% Value 1 5 2.15 0.98 0.99 130
3. Joining the My Carolina Alumni Association while still in college will be beneficial in the future.
# 1 2 3 4 5
Answer Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Total
Response 27 33
% 19% 24%
68
49%
10 2 140
7% 1% 100%
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Value 1 5 2.48 0.87 0.93 140
4. My Carolina offers many networking opportunities for students & recent graduates. # 1 2 3 4 5
Answer Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Total
Response 15 33
% 11% 24%
66
47%
19 7 140
14% 5% 100%
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Value 1 5 2.79 0.96 0.98 140
5. I think the price of $25 per year for a student membership with My Carolina is reasonable. # 1 2 3 4 5
Answer Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Total
Response 20 64
% 14% 46%
37
26%
18 1 140
13% 1% 100%
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Value 1 5 2.40 0.83 0.91 140
6. I recognize "My Carolina" as the university's Alumni Association. # 1 2 3 4 5
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Answer Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Total
Response 50 50
% 36% 36%
19
14%
14 5 138
10% 4% 100% Value 1 5 2.09 1.23 1.11 138
7. My Carolina Alumni Association has a strong presence on campus. # 1 2 3 4 5
# 1 2 3 4 5
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Answer Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Total
Response 14 38
% 10% 27%
29
20%
33 28 142
23% 20% 100%
Answer Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Total
Response 14 38
% 10% 27%
29
20%
33 28 142
23% 20% 100% Value 1 5 3.16 1.67 1.29 142
8. How many times have you attended events held by the My Carolina Alumni Association in your college career? #
Answer
Min Value
Max Value
0.00
10.00
1
Average Value 2.24
Standard Deviation 2.32
Responses 80
9. I know about My Carolina Alumni Association events that are held on campus. # 1 2 3 4 5
Answer Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Total
Response 11 26
% 8% 19%
21
15%
54 28 140
39% 20% 100%
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Value 1 5 3.44 1.50 1.22 140
10. I follow the My Carolina Alumni Association on the following social media sites. (Please select all that apply) # 1 2 3 4 5 Statistic Min Value Max Value Total Responses
Answer Facebook Twitter Instagram LinkedIn None
Response 29 36 18 12 90
% 21% 26% 13% 9% 64% Value 1 5 140
11. My past experiences at USC are meaningful/important to my future. # 1 2 3 4 5
Answer Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Total
Response 64 51
% 50% 40%
8
6%
6 0 129
5% 0% 100%
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Value 1 4 1.66 0.63 0.80 129
12. Please select the events that you would attend at the new alumni center. # 1 2 3 4 5 6 7 8 Statistic Min Value Max Value Total Responses
Answer Networking mixers Homecoming celebration events Guest speakers Tours of the center Student/Alumni brunches Formal events Job fairs Study groups
Response
%
92
74%
79
64%
42
34%
32
26%
55
44%
70 64 14
56% 52% 11% Value 1 8 124
13. My Carolina Alumni Association offers many benefits to its members. # 1 2 3 4 5
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Answer Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Total
Response 15 34
% 11% 24%
67
48%
12 11 139
9% 8% 100% Value 1 5 2.78 1.04 1.02 139
14. What is something that you feel is missing from the My Carolina Alumni Association? presence Advertising I don't know more ways for future alumni to meet alumni through mixers or any way in general Connection with the students and alumni. Members do not know about events being held. Not enough things given to members to make them want to stay involved in My Carolina. Nothing Needs more representation across the campus not sure, not a member better marketing tools more presence, how undergraduates are affected connection with current students Showing people that it's fun. Not everything in life has to be fun, but college kids want fun and that's who you're trying to get. Diversity variety when it comes to majors.. a good representation Connection with undergrads to join my Carolina nothing n/a bigger presence. I feel like many people don't know what it is. Diversity n/a Nothin Inaccessible. expensive. Better way to disperse materials knowledge about the organization and specifics connecting alumni and upperclassmen in job searches Benefits better communication A sense of purpose. events besides giving away t-shirts Sense of community marketing Events that involve current students Their ability to connect with current students Nothing is given to members to make them stay a member. Not enough events marketing. connection with students A presence across the entire campus with one recognizable attribute that everyone knows about, be it an event, motto, etc. Their PR and advertising to the student body. A connection to current students more advertising about it more contacts with life members unity Networking n/a More diversity Free for students ??
More student focus events Statistic Total Responses
Value 47
15. Have you heard about the opening of the new alumni center? # 1 2
Answer Yes No Total
Response 73 67 140
% 52% 48% 100%
16. As an alumni, I plan to attend My Carolina Alumni events. # 1 2 3 4 5
Answer Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Total
Response 24 42
% 18% 32%
42
32%
21 2 131
16% 2% 100%
Appendix II: Press release to inform the c ommunity of homecoming celebration at new alumni center My Carolina Alumni Association Corner of Lincoln & Senate Columbia, SC 29201 (803) 777-4111 www.mycarolina.org Contact:
Meredith Jaggard Director of Membership Marketing 803-576-5655 mjaggard@mycarolina.org
FOR IMMEDIATE RELEASE: October 10, 2015 “USC Alumni Center hosts 1st annual Homecoming celebration” COLUMBIA- The My Carolina Alumni Association will host its first annual Fall Homecoming Festival Friday, October 30, 2015 through Sunday, November 1, 2015 during the grand opening of the new alumni center. The festival will be a weekend long series of events event and will serve to create an atmosphere reminiscent of the home that students and alumni have created at Carolina. Various networking and social events will take place throughout the weekend, enabling students and alumni to connect and establish interpersonal relationships. On Friday, the center will kick off the homecoming celebrations with a Festival where there will be live music, vendors, food and drinks as well as a VIP section for existing My Carolina members. On Saturday, a shuttle will transport alumni from the center to the My Carolina tailgate. Finally, the weekend comes to an end with a brunch hosted at the Alumni Center exclusive to students and alumni of the University. “The event is about bringing awareness to the new building, but more importantly it’s about connecting students and alumni and reminding them of the good times they had at Carolina and letting them know they have a new home here on campus,” said Jack Claypoole, executive director of My Carolina Alumni Association. To purchase tickets or to learn more about the event held by My Carolina Alumni Association, call 803-777-4111 or visit www.mycaroina.org. About My Carolina Alumni Association Our mission is to ensure that every alumna and alumnus is informed, involved and committed to the success of the university. We work to accomplish this through a variety of innovative programs, activities and services focused on alumni, students as future alumni and friends and supporters. Underlying all that we do is a belief in the value of education to the well being of society and a commitment to diversity, integrity and service. ###
Appendix III: Media alert informing the press about the fall homecoming festival
MEDIA ALERT October 15, 2015
Meredith Jaggard Director of Membership Marketing 803.576.5655 Mjaggard@mycarolina.org
FOR IMMEDIATE RELEASE My Carolina Alumni Association hosts Fall Homecoming Festival -A night of fun, food and entertainment celebrating the new constructed alumni center-
WHAT:
My Carolina Alumni Association is hosting a Fall Homecoming Festival Friday October 30, 2015. The event will take place in front of the new alumni center from 5-10 pm. Entertainment at the Fall Festival will include former students of the University known as Atlas Road Crew and Sunny and 75. Food and drinks will be available for purchase.
WHY:
To celebrate the grand opening of the Alumni Center while establishing a home for the My Carolina community with Gamecock spirit. The festival will serve as annual reunion for Carolina students and alumni. It will also introduce services and a variety of innovative programs, activities and services offered to My Carolina members.
WHO:
My Carolina Alumni Association is a self-governed membership organization that nurtures lifelong relationships between and among alumni, students and friends of the University of South Carolina.
WHEN:
Friday, October 30, 2014 5-10 p.m
WHERE:
My Carolina Alumni Center Corner of Senate and Lincoln St, Columbia, SC 29201 ###
Appendix I V: Mock Facebook posts regarding upcoming events facebook
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What’s all the noise about the University’s new alumni center? Join us at the Friday night festival in front of the alumni center’s grand opening! We’ll be making more noise singing along to our very own Carolina alumni, @AtlasRoadCrew. To purchase your tickets, www.mycarolina.org or call (803) 777-4111! Don’t leave home on a empty stomach! My Carolina will be ending homecoming weekend with a drop-in Farewell Brunch at the new center from 10AM-2PM on November 1st.
Information
Did You Know? The My Carolina Alumni Center will hold its grand opening on Friday, October 30th during our Friday Night Festival. See you there USC!
Relationship Status:
This Just In: @AtlasRoadCrew has signed on as musical guest for our Friday Night Festival on Oct. 30th! More exciting updates to come! Current City:
Birthday:
Friends
Did You Know? You can add your own personalized note to a Gamecock Goodie Box for a Carolina alum. Stop by the My Carolina tent on Greene Street today from 10AM-2PM and unify USC! Happy Thanksgiving! My Carolina is thankful for all of our members this year!
What makes Carolina years? Share your favorite personal experience at USC for a chance to win a free year subscription to becoming a 2015 My Carolina official member! Happy New Year, from My Carolina! Hope everyone is looking forward to receiving this year’s annual Gamecock Goodie Box! New year, new treats!
Appendix V: Mock Twitter posts regarding upcoming events
Appendix VI: Flyer/Advertisement informing the community of the fall hom ecoming festival