Katelyn Lauer Professor Davis Communications 261 9-16-2014 PR Plan 1. I honestly haven’t seen that many pieces from the “Yours” campaign, but that may be because I’m not on campus all that often, and I don’t travel to Harrisburg, where I assume most of the campaigning is going on. I have, however, seen shirts bearing the slogan for sale in the bookstore, as well as a few posters floating around the York campus. I have also heard quite a few advertisements for HACC while listening to Pandora, a music streaming service. 2. HACC’s mission statement is “creating opportunities and transforming lives to shape the future —together.” 3. HACC’s objective, as I see it, is to better the community through education. The goal might be a certain number of new enrollments by the end of the year (either calendar or since the start of the campaign) or to have a certain number of people enroll in program that will directly benefit the community. The strategy is harder for me to discern, because I have seen to little advertisement for HACC from where I am. A strategy seems to be focusing on the success of students, and (at least from the visual aspect) showing happy students to project a positive image. 4. The message of HACC’s “Yours” campaign seems to be one of inclusion and personalization. A person can make their college experience theirs, and in fact are invited and encouraged to do so with the “Yours” campaign. 5. Based on the various demographics that would be interested in HACC, even I have witnessed different strategies being used. One, perhaps to draw in the younger crowd more prone to using technology, was the advertisements on Pandora. The pamphlets can be picked up on campus and distributed by students and faculty to friends and family, which is a good strategy because not only is it “word of mouth,” but it almost might be encouraging to a prospective student to already know somebody attending. 6. The Pandora strategy can either be really beneficial or really backfire in a bad way. To those either interested in attending college, or those looking for a more personalized secondary education setting, the auditory ads might really draw their attention in between the music. Those who are completely disinterested might simply ignore them. Those who are already attending (like me) might get just a little tired of hearing the same advertisement seven times an hour, with no variation. Though this may be Pandora’s fault, it’s still the HACC name their listener is hearing. The pamphlets as a strategy can be really useful. Students and faculty could pick them up and distribute them in their neighborhoods, or amongst their family and friends if they wanted to. This might garner interest in HACC, especially if a person attending not only likes attending, but likes it enough to tell others about it. Positive word of mouth can go a long way. Unfortunately, this strategy only works if people pick up the pamphlets and distribute them, which may not
always happen. In this way, this strategy is flawed because it relies on a person’s own motivation to spread the word.