Open House planbook

CE NT EN NI AL C EL EB RA TI ON • 1 91 4- 20 14

Executive Summary 2 Company Profile 4 Product Analysis 6 Competitive Analysis 7 Market Analysis 9 Consumer Profile 12 Research Findings 14 SWOT Analysis 15 Campaign Strategy 16 Creative Direction 17 Media Plan 22 Direct Response 25 Interactive Plan 27 Public Relations 30 Promotions 33 Campaign Budget 35 Campaign Conclusion 36

As The University of Texas at El Paso turns one hundred years old this 2014, its administration is coordinating different events throughout the year to celebrate this unique anniversary. This celebration includes symposia, special events, recognition occasions, along with many other signature events that will showcase and represent the many successes that the university has achieved during the past 100 years. As a centennial celebration only happens once in one’s life-time, the university needs to make sure that all of the El Paso community is aware not only of UTEP’s history, but also its current transformation, innovations, and new opportunities.

There are many events that the UTEP 2014 Commission has sanctioned for the year-long celebration. Perhaps the one event that best captures the essence of UTEP’s history as well as its present status and future ambition, is an Open House.

UTEP’s Open House will showcase UTEP’s achievements to the El Paso Community at large during the month of April. Its purpose is to open the campus to everyone in the area to come and discover all that the insti-

tution represents.

The 2014 Centennial Commission has deemed the UTEP Open House as a signature event. Dr. Patricia Witherspoon, Dean of the College of Liberal Arts, was asked to chair a special Open House Committee to organize the event. Designated representatives from all of the UTEP colleges along with representatives from key departments and programs were gathered to develop a specific schedule of events.

The committee has created and will sponsor more than 60 events that range from interactive activities to lectures and hands-on demonstrations.

In organizing the Open House event, it became clear that this event would require special publicity and advertising in order to establish awareness of the event among the El Paso Community. As a result, the senior Advertising Campaigns class in the Department of Communication was tapped to take on the challenge of preparing a specific campaign to do just that.

In doing so, it was important to first identify a specific audience or audiences that would be most receptive to both the event and the messaging. After lengthy research, we have determined that a target audience of male and females, between the ages of 25 to 44, would fit the target audience challenge perfectly. This target segment mostly consists of young families

with children. These individuals are always seeking fun and entertainment for the whole family. Our preliminary research revealed that the interactive nature of this event was most appealing to this audience. Other key audiences will include individuals between the ages of 45 to 54 as well as designated communities such as the UTEP, Ft. Bliss and Juarez communities.

Consequently we have developed a campaign proposal that includes a key message built on the idea of discovery. Using all of the elements of an integrated marketing communications plan, we have developed a number of effective strategies to include Public Relations, Direct Response, Interactive, and Promotions that when combined, create a carefully researched promotional mix that will strategically target our intended audience.

The message and slogan of this simple and creative campaign “come and discover UTEP” speaks for itself, inviting our target audiences to visit the UTEP campus and discover everything our institution offers. The call-to-action message is intended to be inviting and challenging, inspiring curiosity among the audiences, then aiming to create the need to come to this event to find out more about UTEP.

Our strategic concepts and creative executions are simple, creative, and intended to be “fun� and appealing to our target audience. Our media placement involves the use of traditional and non-traditional media types and vehicles, based on our research, that are needed to reach our target audiences.

We firmly understand the needs of the UTEP Open House to create a message strategy that will reach its intended audience. The following proposal outlines each of our efforts in doing so. We have created a message so simple yet so meaningful that we know our audiences will easily understand the purpose of the event and attend. The executions used throughout this campaign are cohesive and consistent and we look forward to sharing them with you through this proposal.

Account Executive Research Directors

Luis Martinez Jimmy Agers Jesus Reyes Media Directors Idali Cruz

Alicia Coltrane Creative Director Sarahi Miranda Art Director Alejandra Espinoza Copywriter I & Plans Book Celina Morales Copywriter II & Public Relations Rodrigo Castaneda Direct Response Maria Edwards Promotions Ana Ramirez Interactive Rosa Zenteno Faculty Advisor Carolyn Mitchell

The University of Texas at El Paso opened its doors for the first time on September 28th of 1914 under the name of State School of Mines and Metallurgy. The original location for the school was situated near the Rio Grande. Twenty-seven students entered for the first time, paying a one-time registration fee of $30 plus course fees ranging from $1.5 to $25. The nickname “Miners” came as a result of the school’s original focus on mining and metallurgy.

In 1916, the school was destroyed by a fire, leading the institution to move to its current location. The land was donated by a group of El Pasoans and the first buildings were designed in a unique architectural style reflecting a Bhutanese style and influence. That architectural design continues today.

It was not until 1919 that the school became a branch of the University of Texas, making it the second oldest academic component of the UT system, and making the

school adopt orange as its color for its close resemblance to the University of Texas at Austin.

During the 1940s, the mascots were introduced and the mascot at the time was a student dressed as a prospector leading a burro named Clyde.

In 1949, the institution changed its name to Texas Western College as a result of an increase in the number of Liberal Arts degrees. During the 50’s, Texas Western College opened doors to African American students, making itself the first undergraduate institution in Texas to accept “colored” students for enrollment. In 1966, the TWC basketball team gained national recognition after the all- black starting players beat an all-white Kentucky team for the NCAA championship.

In March of 1967 after the UT system approved all the colleges that formed the university, the school finally became The University of Texas at El Paso. A new mascot, Paydirt Pete, appeared in 1974. Reminiscent of its early history, the pickaxe has

become a recognizable symbol associated with UTEP and is used on everything from car decals to logos to a hand symbol used

by Miner fans during competitive sporting events. The hand symbol was first introduced by the UTEP cheerleading squad during the 1976–77 football season. In the early 1980s, the official colors were extended to include Columbia blue with the traditional orange and white. In the 1990s, the blue became a more defined navy blue.

Its current President, Dr. Diana Natalicio, became head of UTEP in 1988 and continues today. She is the first woman president of the university as well as the first former faculty member, having served as a professor of languages and linguistics.

UTEP has a very unique student body, with 83 percent of its students coming straight from the El Paso community and eight percent from Mexico. In regards to ethnicity over 79 percent of the student body

is Hispanic, nine percent are white non-Hispanic, and five percent are international Mexican, totaling 23,000 students as of fall 2013. The University provides these students with seven college programs including the College of Business Administration, College of Education, College of Engineering, College of Health Sciences, College of Liberal Arts, School of Nursing, and College of Science. From these programs the students can choose between 71 bachelor, 76 master or 20 doctoral degrees.

With an operating budget of $418.9 million (fiscal year 2013-2014), $20.4 million in charitable gifts and pledges, and $80 million in research expenditures, UTEP ranks second in federal research expenditures among UT system institutions. Of the 80,000 alumni many are CEOs and VPs of international businesses, best-selling authors, acclaimed educators, engineers, doctors, researchers, attorneys, and judges. Some of

the nationally known alumni include Danny Olivas, a NASA astronaut who traveled to the International Space Station aboard the shuttle Atlantis in June 2007.

Another alumnus who has earned national recognition is ABC news veteran reporter Sam Donaldson. High profile athletes such as Nate Archibald, Tim Hardaway and Don Maynard are also graduates of UTEP along with Oscar winner F. Murray Abraham and current governor of New Mexico, Susana Martinez. UTEP is also one of only six universities in the nation designated as a Model Institution for Excellence by the National Science Foundation.

Not only has UTEP given back to the students but also to the community of El Paso. UTEP is the fifth largest employer in El Paso; its presence has created 6,577 additional jobs in the El Paso region. UTEP employs nearly 3,076 faculty and staff members. UTEP contributes millions to the local economy each year, including $98 million in

salaries; $228 million to personal income; and $349 million in the volume of university-related business. According to the UTEP Institute for Policy and Economic Development the University’s impact on local businesses has resulted in $417 million with additional estimates as high as $1.3 billion towards the city’s annual economic impact.

Today, the institution is still growing, seeking the opportunity to become a tier one university. New buildings and campus facilities are being built every year and a full scale transformation of the campus interior is underway. In 2013, UTEP ranked seventh overall among national research universities and number one in fostering social mobility among its students according to Washington Monthly magazine.

UTEP's Centennial Celebration

During 2014, The University of Texas at El Paso (UTEP) is celebrating its 100th birthday. The celebration began in 2013 when the campus transformation was initiated and the 100 Day Countdown began; in total it’s a 15-month celebration. The Centennial is not only a commemoration of the university’s 100 years, but also a celebration of the new era of UTEP.

Various commemorative products have been developed for this celebration to include apparel, a Centenario salsa product line, a coaster set, Centennial wine, collectibles (jewelry, accessories, etc.), photographs, and bottled water among other things. These items are for sale and available in the Centennial Museum and the campus bookstore.

UTEP is planning a variety of activities and events to celebrate UTEP’s history.

These activities have been developed by the 2014 Commission. This group of 100 stakeholders, community leaders, alumni, and campus leaders was organized by UTEP President Dr. Diana Natalicio. This

group is planning the Centennial celebration. These events will be staged throughout 2014.

Some of the signature events of the Centennial include the following.

Centennial Plaza

The UTEP campus is currently undergoing a major transformation, which includes a public open area. Native mesquite trees landscaping and a Lhakhang, a cultural center from the Kingdom of Bhutan, are part of the plaza, making a friendly social space for studying. This plaza will be finished during the fall of 2014.

Homecoming

Set for October 11, 2014, the UTEP Miners will host the Monarchs from Old Dominion University at the Sun Bowl Stadium.

Homecoming activities will include the annual parade, pep rally and alumni brunches and gatherings throughout the week.

Minerpalooza

Minerpalooza is an annual back-toschool party staged at the beginning of the fall semester and in tandum with the opening weekend of football season. This year’s event is set for September 5th. The Miner football team will host the Texas Tech Red Raiders in the Sun Bowl.

Centennial Lecture Series

A set of speakers is coming to the UTEP campus to share their opinions and views about certain topics that influence our society, culture, and lives. Some lecturers will be Mauro Vieira, an ambassador of Brazil; Sergio M. Alcocer, Undersecretary for North America; and Monica C. Lozano, Publisher and Chief Executive Officer of ImpreMedia among others.

Open House

UTEP’s official Open House will be free and open to both the El Paso and UTEP communities during April 10-12, 2014 and will feature a variety of events. Guests will visit the open campus and learn more about the school’s various academic colleges, departments and programs.

Opera Bhutan

Opera Bhutan is a live performance of music, dance, and visual arts as a Western opera. Opera Bhutan will be staged on August 30th at the Don Haskins Center.

UTEP's Open House

As noted, one of the signature events during the Centennial Celebration is the April Open House. The idea behind the Open House is to extend an invitation to the El Paso Community to come to the UTEP campus for a visit. The primary purpose of this proposal is to promote UTEP’s Open House. In doing so, it’s important to identify any local events that might be in competition with the Open House. To analyze the competition more effectively, three categories of competitors have been identified to include sporting events, outdoor activities and performing arts happenings.

Sports Triple A Baseball

A major competitor is El Paso’s new Chihuahua’s baseball team. The premiere stadium will open its doors on April 28.

However, because of delays in construction, the opening three games will be held out of town. Consequently, the first event that may compete with UTEP’s Open House is the relocation of those three games. The El Paso Chihuahuas will be playing in Tucson’s Kino Sports Complex in Tucson, Arizona which is a four and half hour drive from El Paso. According to a survey conducted by the official website, 19.63 percent of survey takers are disappointed that the opening games will be out of town and may choose to travel to Tuc-

son to see the games instead of attending the UTEP Open House.

Outdoor Color Dash Saturday, April 12, 2014

The Color Dash and similar recreational events have been spreading in popularity since the beginning of 2012 and extend from Irving, Texas to Jacksonville, Florida. The Color Dash 2014 is taking place at New Mexico State University on April 12.

The dash starts at 10:30 a.m. Money raised by the event support family empowerment, financial resources, family wellness and community connections. The Color Dash is expected to attract El Paso and Las Cruces citizens aged 15 to 45 who take pride in physical wellness and activity and fight for a good cause. In addition to the cause, Color Dash is already being advertised on social media along with local media.

Run the Jailbreak El Paso Saturday, April 12, 2014

The annual Jailbreak Run is a grid adventure covering a 3.1 miles and 15- 20 muddy, wet fun filled obstacles, all taking place at Ascarate Park on Paisano Drive.

Although the minimum age to participate is 14, there are a few activities for younger children. New runs will occur every half hour starting at 9 a.m. and ending at noon. There are registration fees for the activity, starting at $50 and increasing to $70 on the day of the run. A percentage of the funds will go to a scholarship affiliated with the run. Publicity efforts are currently underway to promote the event.

Sunland Park Horse Racing Every Thursday through Sunday, March – May 2014

Live horse racing at the Sunland Park Racetrack runs from March to May 2014 and is free to the attending public. The events are heavily advertised on local billboards and with radio and television com-

mercials and are designed to attract a target audience aged 35 to 65 years old.

Party for the Planet Saturday, April 12 and Sunday, April 13, 2014

Children of all ages and young families might be interested in attending the “Party for the Planet” event hosted by the El Paso Zoo. This event starts at 10 a.m. and ends at 3 p.m. each day. The El Paso Zoo staff will teach visitors how to protect life on the planet and how to properly treat animals in enclosed environments and in the wild.

This year will be the ninth year the zoo has been part of the largest combined Earth Day event in North America.

Performing Arts Creedence Clearwater Revisited On April 11, Creedence Clearwater Revisited will perform at the Inn of the Mountain Gods Resort and Casino at Mescalero, New Mexico starting at 8 p.m. The southern rock band from the 60’s is made up of four members and has sold over 26

million albums in the United States. We expect this band to attract Baby Boomers and Generation Y members from the El Paso area. Information on this event has been in the El Paso Scene and the social media site Facebook.

Celtic Woman Opera

Celtic Woman will be performing on April 10 at the Plaza Theater starting at 7 p.m. Celtic Woman is made up of three females vocalists and a violinist. Together they capture the essence of Irish standards, classical favorites and contemporary hits. Currently, the show is at 50 percent of capacity sales in a theater that seats 2500 people.

The concert is currently being advertised with both traditional and non-traditional media particularly newspapers like the El Paso Times and What’s Up. Local television networks have also been recruited as well as radio stations. As far as non-traditional media they are using social media, event calendars and listings on the website El Paso!

Live. The tickets are on sale through Ticketmaster and at the Plaza Theater box office

and range in price from $39 to $69 plus service fees.

El Paso Opera Presents: La Boheme

El Paso Opera’s La Boheme will be performing at the Abraham Chavez Theater on April 10 and 12 at 7:30 p.m. According to the El Paso Convention and Visitors Bureau the capacity of the theatre is 10,000. Theatre tickets are currently on sale at Ticketmaster and range in price from $26 to $78.

El Paso Marketplace

El Paso is the county seat of El Paso County, Texas, United States, and lies in far West Texas. Current population estimates from the U.S. Census show a population of 800,000 plus, making it the 19th most populous city in the United States. El Paso stands on the Rio Grande (Río Bravo del Norte), across the border from Juárez, Chihuahua, Mexico. The two cities, along with Las Cruces, New Mexico form a combined international metropolitan area, sometimes referred to as the Paso del Norte or El Paso–Juárez–Las Cruces, with over 2.7 million people. The El Paso-Juárez region is the largest bilingual, binational work force in the Western Hemisphere with an 80 percent Hispanic population.

El Paso is home to more than 70 Fortune 500 companies including Wal-Mart, Apple, Eureka, Boeing, Delphi and Western Refining. Many of these same companies support community pride through sponsor-

ship of local events. For example, Western Refining is a major sponsor of El Paso’s Sun Bowl Association and a number of UTEP events. El Paso’s chief manufacturing industries include food production, clothing, construction materials, electronic, medical equipment and plastics. Cotton, fruit, vegetables, livestock and pecans are produced in the El Paso area.

El Paso is considered a low income area with the median income for a household in the city being $32,124 and $35,432 for a family. About 19 percent of families and 22.2 percent of the population are below the poverty line, including 29.8 percent of those under age 18 and 17.7 percent of those ages 65 or over. Unemployment rate in El Paso as of December 2013 was at 8.0 percent which is a drop from earlier in 2013 when the rate was at 9.3 percent. In contrast, the U.S. unemployment rate was 6.7 as of December 2013.

Current Transformation Efforts

In addition to the construction and transformation efforts at The University of Texas at El Paso, the City of El Paso is also engaged in a number of high profile alteration efforts to include downtown beautification projects, construction of new health care facilities as well as Interstate 10 and Loop 375 upgrades and extensions through the Texas Department of Transportation. Most

key areas of the Sun City are experiencing growth as well as changes in the landscape, both physically and economically.

San Jacinto Plaza

The City of El Paso is in the process of transforming its downtown by creating a pedestrian system of greens, plazas, comfortable streetscapes, and pedestrian passages. These pathways will cater to visitors from both outside the city and residents by offering an interconnected network of destinations.

The San Jacinto Plaza is being redesigned with extended boundaries and new amenities as well as keeping some of the plaza’s historical elements. A full-service café will be added on the western edge of the plaza and is expected to be completed in 2015.

Triple-A Ballpark

El Paso’s City Hall was demolished to make room for a new Triple-A baseball stadium that will be home to the all new El Paso Chihuahuas. The $62 million project

is under a tight deadline and scheduled to open to the public in late April. Seating capacity in the park is estimated at roughly 10,000 seats.

Loop 375 Extension

A new toll way will extend Loop 375 from south of Downtown to the northwest for seven additional miles. The nine mile project will create a seven mile tolled expressway from downtown El Paso, where Loop 375 currently ends, to the north and west to a point just south of the Interstate 10 at Paisano Drive intersection near Sunland Park.

Southeast of downtown, a new multi-ramp interchange will connect the existing Border Highway with Paisano Drive and Delta Street, providing east and west-bound access to the city’s center.

I-10 Collector-Distributor Lanes

A plan to add collector-distributor (CD) lanes to Interstate 10 in West El Paso recently got renewed enthusiasm in the form of funding support from the County of El Paso. The freeway project is set for construction to begin by the end of 2014.

Montecillo Town Center West El Paso should see a good amount of progress on the highly anticipated Montecillo Town Center project. The project is located on Mesa Street across from the venue at Montecillo apartment complex. Crews broke ground in November 2013 and have been working to clear the site for construction ever since.

Gayle Greve Hunt School of Nursing / Cardwell Collaborative

Construction is underway on the campus of the Medical Center of the Americas (MCA) in Central El Paso for what will become the Gayle Greve Hunt School of Nursing. The 34,000 square foot structure will be part of the Texas Tech University Health Sciences Center. The new building is scheduled to be completed in 2015.

William Beaumont Army Medical Center Replacement Hospital

Perhaps the largest and most expensive construction project in the area is the William Beaumont Army Medical Center (WBAMC) replacement hospital in northeast El Paso. The 1.13 million square foot facility will have some 30 specialty clinics in addition to its 135 hospital beds and 10 operating rooms. The hospital campus will also include over 4,000 parking spaces, a “two way approach” helipad, therapeutic

gardens, and recreation trails. Complete construction is expected in 2016.

Airport Hotel/Retail Complex Another large construction project set to begin in 2014 will take shape on land as part of the El Paso International Airport. A $64 million project will bring a high-rise hotel and a retail center to 10-acres at the corner of Airway Boulevard and Boeing Drive.

Other Key Factors

In addition to the transformation efforts in the city, there are a number of other key elements that help identify El Paso in terms of a marketing profile. The most dominant of these is the presence of several federal government entities as well as the geographical location of El Paso to neighboring state of New Mexico as well as the country of Mexico.

Federal Government

Fort Bliss is a major contributor to El Paso’s economy. Fort Bliss has a rich history and tradition in El Paso, and has been a

significant contributor to the El Paso economy for over 160 years. Fort Bliss is the second-largest base in the U.S. Army, and has undergone several important transformations. These changes deal with re-stations of several brigade combat teams as well as numerous supporting units, consequently the Army has been investing a significant amount of money in the construction of new facilities to accommodate incoming soldiers and their families. Fort Bliss’ total economic impact on the El Paso area has been estimated at more than $3 billion, with approximately 37,000 soldiers as of 2010.

As well as the military, the federal government has a strong presence in El Paso to manage its status and unique issues as a border region. Agency operations in El Paso include the Immigration and Naturalization Service (INS), the Drug Enforcement Agency (DEA), and the U.S. Customs Service that help to regulate traffic and goods through ports of entry from Mexico. Government job growth in the El Paso area has risen to 61,957 jobs. El Paso is an

important border crossing between the U.S. and Mexico.

The Border Patrol sector was established in 1924 in El Paso, Texas, that comprises of 125,000 square miles. The Border Patrol employs around 2400 Border Patrol Agents in the El Paso sector and is responsible for preventing persons from entering illegally to the U.S. as well as helping to prevent terrorists and their weapons from entering the U.S. They are a large part of why El Paso is one of the safest cities in the United States.

El Paso has a rich and entwined history with the FBI. Being so close to the Mexico border has made El Paso a key focus of the Bureau, ensuring that revolutionary schemes against foreign governments would not be supported from the U.S. soil.

Neighboring Communities

Ciudad Juarez along with El Paso makes up the second largest bi-national metropolitan area on the Mexican border, with a combined population of approximately 2.7 million people. There are four international bridges that connect both cities, which include, Bridge of the Americas, Ysleta International Bridge, Paso del Norte Bridge, and Stanton Street Bridge. The Ciudad Juarez economic force relies primarily on their manufacturing market, having more than 300 assembly plants also known as maquiladoras.

Some major American companies that have assembly plants in Ciudad Juarez are ADC Telecommunications, Bosch, Lexmark, Visteon, Johnson Controls, Lear, Boeing, and Cardinal Health among others. Increased NAFTA-related activity has boosted trade between the United States and México. As a result, El Paso/Juárez is ranked fifth in land trade among the top U.S. foreign-trade gateways (World Trade 100 magazine, July

2010).

Las Cruces, also known as “The City of the Crosses”, is the county seat of Doña Ana County, New Mexico, United States.

The population was 101,047 in 2012 making it the second largest city in the state, after Albuquerque. Located in the Mesilla Valley, it is part of the larger El Paso–Las Cruces combined statistical area. Its major employer is the federal government at the nearby White Sands Test Facility and White Sands Missile Range. Las Cruces is home to New Mexico State University.

Primary Audience

The primary target of this campaign will be El Pasoans ranging from 25-44 years of age. Out of El Paso’s total population of 800,647 people, the 25-44 age segment is the largest segment of the overall population, accounting for 211,498 of the people, or 26.5 percent of the total population. Based on the household size of this demographic, 23 percent have children between the ages of 6-17 years of age living with them and 9.7 percent have children under the age of 6 in the household, which is a total of 32.7 percent of family households with 3.03 children living in each household. Eighty percent of the El Paso population is of a Hispanic ethnicity. This population segment is represented by both the Gen Y (ages 25-34) and Gen X (aged 35 plus) generations.

Generally speaking, the Gen X group is regarded to be highly educated, active, balanced, happy and family oriented. They are socially conscious, volunteering for a variety of programs. They also are social-

ly diverse in terms of race, class, religion, ethnicity, and culture. Gen Xers have often been called the MTV Generation because of their presence during the emergence of music videos and such music genres as hip hop, alternative rock and new wave music.

Most Gen Xers came of age in an era of two-income families, rising divorce rates and a faltering economy. Women were joining the workforce in large numbers, spawning an age of “latch-key” children. As a result, Generation X is independent, resourceful and self-sufficient. The first generation to grow up with computers, technology is woven into their lives. Generation X is less committed to one employer and more willing to change jobs to get ahead than previous generations. Gen Xers are ambitious and eager to learn new skills but want to accomplish things on their own terms. They work to live rather than live to work.

The Gen Y group is often referred to as the Millennial Generation is thought to have a strong sense of community both locally and globally. They are more ethnically and racially diverse than older adults.

They’re less religious, less likely to have served in the military, and are on track to become the most educated generation in American history. Their entry into careers and first jobs has been badly set back by the Great Recession, but they remain up-

beat about their own economic futures as well as about the overall state of the nation.

They have grown up with communication, media, and digital technologies and, as a result, are extremely comfortable using all forms of such. Three-quarters have created a profile on a social networking site. One-infive have posted a video of themselves online.

They embrace multiple modes of self-expression. Nearly four-in-ten have at least one tattoo if not several. The younger Millennials say they get along well with their parents and many, because of delays in their careers, continue to live at home.

Secondary Audience

The secondary target audience for this campaign will be the 45-64 age segment group. Out of the 800,647 total population in El Paso this older age segment accounts for 176,683 people, or 22.1 percent of the total population. They are the second largest population in El Paso and have the most ties with UTEP. They themselves are part of UTEP’s alumni and are big supporters of campus events and news. Their occupations are such that they can attend evening and weekend events throughout the year. The

older members of this audience are considered to be Baby Boomers. Baby Boomers are extremely hardworking and motivated by position, perks and prestige. They relish long work weeks and define themselves by their professional accomplishments. Since they sacrificed a great deal to get where they are in their career, this workaholic generation may criticize younger generations for a lack of work ethic and commitment to the workplace. Baby Boomers are confident, independent and self-reliant. This generation grew up in an era of reform and believe they can make a difference. They have always questioned established authority systems and challenged the status quo. They are clever, resourceful and strive to win.

Additional Target Audiences

The Fort Bliss Community is represented by 8,591 individuals with the largest age group being from 20-29 years of age.

Sixty-five percent of the population is male while 34.2 are female. Seventy one percent

(6,148) of the total population is white, non Hispanic. There are 1,347 households on Ft. Bliss with 1,071 having children under the age of 18 living in them with an average household size of 3.58. Ninety seven percent of the population of Ft. Bliss are high school graduates, 22.3 have a bachelor’s degree or higher. Seventy eight percent of the population 18-64 years of age, speak only English. The Fort Bliss Community continues to grow with new troops being stationed at the base every year.

The UTEP Community is represented by 23,000 students. The number has been on the rise for 15 years straight and continues to grow each year. In addition to students, there are 1,267 tenured and non-tenured faculty members, and 1,891 staff members. UTEP has awarded more than 110,000 degrees to alumni spanning

over 80 countries worldwide. Out of 107,000 alumni, there is an estimated 40,000 UTEP alumni here in El Paso, according to UTEP estimates. The entire UTEP population is immense with a total of 92,194 people represented in the UTEP community.

The Juarez Community is represented by those individuals living in Ciudad Juarez, located in the State of Chihuahua, Mexico, is the largest city in Chihuahua. It is the second most populous city on the US-Mexico border, right after Tijuana, Baja California. The most recent census of population of Ciudad Juarez’s in 2010 reveals that there were 1,332,131 inhabitants and its metropolitan area is the eighth largest in Mexico. Juarez is also the seat of Juarez County or municipality, which is the second most populated county in Mexico. There are 1625 international students currently enrolled at UTEP to which 1,125 come from mostly Juarez and Mexico. They are the largest population segment at UTEP after El Paso/Texas students at UTEP. Besides that, Juarez stimulates the economy of El Paso as thousands upon thousands of Juarez residents commute daily to El Paso to go to work, shop, and attend school at all grade levels.

For the purpose of this campaign, primary research was conducted with individuals from the targeted audiences. Over 300 surveys were distributed to individuals in an attempt to identify their use of the El Paso media. The results of this effort represent findings from 244 surveys. Respondents represented included 60 percent females, 40 percent were males. Of those surveyed, 58 percent were from the primary audience of individuals between the ages of 24 to 44 years of age. Another 25 percent represented our secondary audience of individuals aged 45 and over. Of those surveyed, 66 percent reported that they prefer English language media for their personal consumption.

Specific findings on specific media use include the following results. First, 82 percent of respondents listen to El Paso radio stations. Nine specific stations were identified along with satellite radio. The top five stations selected were KLAQ (29%), Power 102 (28%), 104.3 (28%), KSII FM (28%) and Sunny KTSM (27%). Seventy percent of those surveyed reported that they listen to local radio mostly during the

morning drive daypart.

Seventy four (74) percent of respondents said they watch local broadcast television. The top three local stations identified were KFOX/FOX (48%), KVIA/ABC (38%) and KTSM/NBC(30%). Fifty-nine (59) percent said they watch local television news, citing their preferences as KFOX/FOX (32%) and KVIA/ABC (29%). When watching local news on television, most respondents (38%) preferred the 10 o’clock news followed by the early morning news programs at 29 percent.

Our target audience (68%)also watches cable television. Their programming preferences include general entertainment (i.e. TNT, USA, FX) at 48 percent and general sports (i.e. ESPN, FOX Sports)at 27 percent. Our consumers (55 %) also cited watching television programming online, primarily through Netflix at 49 percent.

When asked about newspaper readership, 56 percent of those surveyed said they did not read a local newspaper. From the 43 percent that reported reading a local newspaper, 34 percent said they read the El Paso Times followed by 14 percent reading

El Diario. Twenty two percent of newspaper readers prefer the Sunday edition. Forty five (45) percent of the respondents reported reading local newspapers in an online format.

With respect to magazine readership, 75 percent of the respondents said they did not read local magazines.

Questions were asked regarding the respondent’s use of social media as a way to identified popular social media sites.

Seventy seven (77) percent identified Facebook as their most used social networking site followed by 35 percent using Instagram.

In third place was Twitter at 24 percent.

As a way to determine possible nontraditional media opportunities, respondents were asked to identify their favorite pastimes and hobbies. Seventy six (76) percent go to the movies, 58 percent enjoy concerts, 47 percent like to shop and 47 percent go to the gym. These findings indicate possible advertising via cinema theaters, shopping malls, fitness gyms and through ticket centers. 80 70 60 50 40 30 20 10 0

• UTEP has 100 years of significant history

• UTEP student body is large (23,000 student) and primarily from the El Paso community

• UTEP has unique and distinctive architecturally de

signed buildings with new buildings and facilities be

ing built every year

• Distinguished body of UTEP alumni

• UTEP is the fifth largest employer in El Paso

• Dr. Diana Natalicio, has been president of the univer

sity for 26 con executive years

• UTEP’s Centennial Celebration has been in the mak

ing for several years and has a host of activities and

events for individuals to enjoy

• El Paso is also undergoing a major transformation with major construction in the areas of health care facilities, transportation and quality of life projects.

• El Paso is a large metropolitan area with over

800,000 individuals living within the city limits and an

estimated 2.7 million in the El Paso-Las Crces-Juarez

region.

• El Paso is home to more than 70 Fortune 500 compa

nies.

• Key federal agencies are represented in El Paso

along with the military’s Fort Bliss army base.

• Most of the El Paso transformation projects are ongoing

with estimated completion dates in 2015 and 2016.

• Construction projects have created major detours, traf

fic congestion and increased travel times for local citi

zens.

• Many El Pasoans are economically challenged with an

unemployment rate higher than the national average.

• There are a number of competitive events during the

same weekend a UTEP’s Open House.

• Those events that are free and open to the public

could, conceivably, take potential visitors away from the

UTEP campus.

• Organizations only celebrate a 100 year history once.

• Fortune 500 companies in El Paso could be supporters of UTEP activities • UTEP’s student population is primarily from El Paso.

• The physical geography of Juarez, Mexico and Las Cru ces, New Mexico make El Paso the centerpiece of the tri-region area.

Primary research results revealed that El Pasoans surveyed were very aware of the UTEP Centennial Celebration at 24 percent. Another 41 percent had heard “a little” about the Centennial activities and 34 percent were unaware of the year-long celebration. Likewise, because the Open House is a new event on the Centennial schedule, most El Pasoans are completely unaware of the planned activity. Likewise, based on the population numbers associated with our primary target audience, we will focus our efforts to a defined target audience with an objective of reaching at least 10 percent of that group. To placed media advertising alone or generate publicity alone is not enough to generate the awareness and visitors we need for this campaign. Therefore an IMC approach to the campaign development will be used. Our campaign objectives are identified below.

•Establish awareness of UTEP’s

Open House as part of the Centen

nial Celebration;

•Generate 5 percent of the prima ry target audience or 10,000 visitors

to the UTEP Campus for UTEP’s

Open House event;

• Incorporate all of the elements of

an Integrated Marketing

Communications technique for this

campaign. These elements include

general advertising, public

relations, promotions, direct

response and interactive activities;

Establishing awareness of the Open House will be achieved through most of the IMC elements. General advertising will be necessary through traditional means of media as our El Paso audiences are active users of local media. We will incorporate methods of non-traditional media as a way to reinforce our key message. Through paid advertising we have the opportunity to not only control the messaging but also the placement of that message.

Public Relations and the use of publicity is ideal for establishing awareness but is contingent upon relationships established with the local media organizations. The advantage of using publicity methods is conducive to a limited budget but also subject to editorial control rather than organizer’s control.

Direct response methods will allow us to communicate directly with our target audiences and provide us with the needed awareness for the Open House. These methods include personal announcements at professional associations throughout the community to creatively designed direct response tactics.

Interactive messaging through social media networks as well as means through UTEP campus outlets, will allow us to extend our messaging to not only our primary audience but our UTEP community as well.

Generating 10,000 visitors to the UTEP campus for the Open House events

requires a proactive approach. Placing paid advertising in the local media will be essential to insure this large number of visitors.

This will be supported through publicity efforts with the local media as well as interactive activities through social networks and direct response methods.

IMC elements also include the use of promotions, both consumer and trade.

A number of consumer promotions will be designed as a way to attract potential consumers to the UTEP campus. We will also propose several key opportunities with local vendors in an effort to secure their help in promoting this event.

A preliminary $10,000 budget has been identified which is minimal to meet the needs of this campaign effort. At an average cost of $3 - $4 per person, a $30,00040,000 budget would be required to reach 10,000 individuals in the El Paso market.

However, we are proposing several partnerships to offset the financial requirements associated with this proposal. These partnerships will include those with local media organizations as well as high profile corporations that may find supporting and sponsoring the Open House as an opportunity to extend their community endorsements.

Individual objectives and strategies for a creative strategy, media plan, public relations, promotions, direct response and interactive activities follow with detailed tactical executions and associated costs.

Advertising Problem

The main challenge that UTEP faces is that the El Paso community has not been exposed to any information about the Centennial Open House event. There have been no prior messages communicated to our target audience regarding any details about this one-time-only event, so establishing awareness about UTEP’s Open House is the first problem we need to address.

Our second concern is our target audience’s perception of the term “Open House”. Our primary research revealed that most individuals associate an open house with either a real estate purchase or an elementary school parent-teacher meeting. As a result, many of our potential consumers make perceive the UTEP Open House as an event that lacks entertainment and/or is something they are not interested in attending.

offer, through the fun and interactive activities it will offer.

•To develop and execute a creative message that is cohesive with all campaign elements: electronic and print creative executions, interac- tive, traditional and non-traditional media types, public relations, promotions and direct response; and •To guide our audience from a level of unawareness about the Open House to persuasion and actual attendance.

Strategic Thinking

Because of the digital revolution and the Internet, we know that today’s consumer is no longer a passive audience member waiting to be told what to buy and where to buy it. It is important for marketers to understand that today’s consumer picks and Objectives chooses the messages they want to hear,

•To develop an identity for UTEP’s when they want to hear them, and in what

Open House that will represent environment those messages are accept what the event is about and what it able. To successfully persuade target au represents; diences to attend an event such as UTEP’s

•To create excitement and curiosity Open House, it is vital to implement a uni about UTEP’s Open House by fied and integrated marketing communicainviting our audience to come and tions (IMC) plan that influences our target

discover the many successes that audience to come and visit UTEP’s Open

our university has achieved and House. the opportunities it continues to

In short, an IMC approach incorporates the use of key communication methods to include general advertising, interactivity, public relations, direct response and promotions as a means to reach the potential consumer. By incorporating all of these elements together, we have a much better chance in communicating a specific message and persuading the audience members in a particular way.

Likewise, a cohesive strategy that positions the product, in this case UTEP’s Open House is crucial. This positioning strategy allows us to identify the best way to position the Open House in the consumer’s mind and allows us a degree of control in that messaging. It also provides a reason why consumers should attend UTEP’s Open House.

Our Big Idea

We have determined that our consumers are always interested in new things whether it’s a new product or a new service or a new event to attend. Likewise, they are curious to find out more about things that provide them with a personal connection to the product/service/event. Consumers also like to be associated with products/services/events that are successful. If they feel that they are a part of that success, then it makes them feel successful as well. Sports fans are an example of this thinking. When

a sports team is winning their games, the crowd grows because they want to be associated with a winner. When the same team is losing games, the crowd shrinks… no one wants to be linked with a losing team. So success breeds loyalty. Every marketer wants a loyal consumer.

In the case of UTEP, it is important to extend UTEP’s success to its target audience, the El Paso Community. The Open House becomes a catalyst for this connection as many El Pasoans may be unaware of the various successes the university has experienced and continues to experience on a daily basis. Therefore a message that invites the community to come to the campus and see and experience for themselves some of UTEP’s successes will be important.

Sustaining success comes from a history of success. UTEP’s history is well documented and should be used as a way to identify UTEP’s achievements and the opportunities those accomplishments are breeding for the future. Inviting El Pasoans to come and discover UTEP will be an important message to send to audience.

Positioning Statement

For the El Paso Community, UTEP’s Open House is an exciting and new event they will want to attend because it offers a chance to experience UTEP’s successes

over the last 100 years and discover its current programs and innovations that will take El Paso into the future.

Support for Positioning

It is exciting because it is a chance to interact firsthand with the current UTEP Community (students, faculty and staff) and the various programs that are being conducted. The experience comes from the participatory nature of the activities. Hands-on activities have been designed for all members of the family, from the youngest to the oldest members of the family. The discovery comes by learning about the activities that are designed for future study and the impact these studies have on the community at large.

but modified to Spanish as needed for specific media vehicles.

Tone/Personality

Our campaign will carry an overall informative tone that will provide a means to share specific information about the various events with our audience. However, all copy will be written in a conversational tone to resonate better with the reader/viewer.

This will create more of a warm and inviting tone and attitude to the invitation to come, discover and see for yourself message.

Creative Executions

First, we have created a logo for the Open House that is multifunctional. It is inviting, imparting the idea of discovery and exploration as well as being fun and interMandatories esting. Using the official UTEP colors, we

All of the creative executions will in- have used an open door as a way to invite clude the following: the target audience to come and discover

•Visible UTEP Open House and Cen UTEP. This approach suggests that the

tennial logos doors are open on the UTEP campus and

•Slogan – “Come and Discover” the consumer can open any one of sever •Open House webpage address al doors to discover new and interesting (www.utep100years.com/openthings.

house) as part of the Centennial

Celebration

website and other contact informa-

tion as appropriate;

•Cohesive executions primarily

developed in the English language

In addition to the logo and in partnership with University Communications, we have developed an Open House image that is being used on the official brochure and will be used in all print executions. The design features a pole-like image with a UTEP pick positioned in a horizontal point at the top.

Directional arrows and signage identify the event categories campus visitors can enjoy when visiting the Open House. For the official brochure, the pick is positioned with a UTEP building in the background along with a pathway suggesting that visitors can walk the campus and discover all that UTEP has to offer.

In partnership with University Communications, a four-color, six panel accordion styled brochure will feature all of the official events of the Open House.

The brochure features a large campus map with numbered buildings that correspond to the full list of events and event descriptions. The front cover features the directional pole design and the back cover features upcoming events associated with the official Centennial Celebration. A copy of the brochure is included in this proposal.

Tactical Executions - Electronic

The opportunity to combine sight, sound and motion is ideal for our campaign, as it will feature different shots for the different events offered at the UTEP Open House. This will allow the consumer to have a clear understanding of the Open House events.

LED-Billboard

For our outdoor LED billboards around the city, we will incorporate the Open House directional pole design as a way to create consistency for the overall advertising campaign. Billboards will use simple copy, using the call to action “Come and Discover” tagline. In addition, the phrase “UTEP Campus” will be added for the consumer to recognize the setting of the event, along with the date and UTEP Centennial & Open House logos. Our outdoor billboards will be produced in four-color (CMYK).

ONLINE BANNERS FOR COLLEGE WEBSITES

Television

A series of 15- and 30-second commercials will be produced for use on television. Three different versions of a primary spot will feature UTEP alum Monica Castillo and Paydirt Pete walking down a UTEP hallway. Monica and Paydirt will open the different doors only to discover some of the events that will be featured during the Open House. To their delight, they will be invited by the activity participants “to come on in”. For example, in one spot and behind one door will be the UTEP Miner Marching Band. As

they open the door, the band’s director, will motion to them to “come on in and discover” the music at UTEP. Each commercial will showcase different events. A storyboard of the primary spot is included with this proposal.

Radio

A series of 30- and 60-second radio spots allow us the opportunity to extend our commercial message through the use of a similar format as our TV spots. The spots will feature an introduction from Monica Castillo about the Open House, followed by a description of the different events, and ending with a call to action to attend UTEP’s Open House. Each commercial will feature three events, totaling nine different events in all three versions for both TV and radio spots.

Tactical Executions –Non-Traditional

We have selected a number of non-traditional methods of delivering our advertising message to our target audience.

These include event posters, door hangers and envelope inserts. These methods

along with appropriate partnerships are specifically identified in the Media Strategy of this proposal. Many of these non-traditional print methods are limited in space.

Therefore we will restrict our copy to short catchy phrases surrounding the “Come and Discover” theme, using the illustration of the Open House pole sign, the UTEP Centennial and Open House logos, and it’s website address.

Door Hangers

The door hangers are intended to target the El Paso community directly at their houses. These will be designed in a 3.5” x 10” size and will feature the same UTEP Open House pole sign illustration on the front, and allowing room for sponsorships from the media on the back of the door hanger and on the curved, hanging portion of the piece.

Posters

Our posters (13’ x 19’) will create a consistent message in out-of-home media

Envelope Inserts

We will develop envelope inserts for two different purposes. One is a 3.5” x 8.5” statement stuffer that will be inserted into UTEP payroll envelopes to target UTEP employees. The second one is a 2” x 6” statement stuffer that will be inserted in the UTEP’s Ticket Center ticket envelopes at

the time consumer purchases tickets. Both will be similar, featuring the same UTEP’s Open House pole design with information about the event on the front, and featuring a media sponsor, if possible, on the other side.

The following media strategy reflects the findings from our primary research which suggests that the El Paso consumer is an enthusiastic user of traditional media and attentive to some non-traditional media types. They heavily use traditional media types such as radio, broadcast and cable television, interactive media, and outdoor billboards. Respectively the campaign will maintain a heavily inclined traditional media strategy that incorporates some non-traditional media as a way to effectively reach our target audience. These nontraditional media vehicles will include UTEP Ticket Center insert ads, door hanger ads, and posters for local businesses and gyms. In addition, we have identified a number of media opportunities on the UTEP campus, designed to reach UTEP faculty, staff and students.

Objectives

•To concentrate the message

delivery towards two key audienc-

es within the El Paso population

of 800,647 individuals. We will

target young El Paso families with

adults between the ages of 25-44

and represented by 211,489 along

with El Pasoans between the ages

of 45-64 years of age, represented

by 176,683 individuals. This rep-

resents a total target audience of 388,172 total persons.

•To utilize media types and vehicles that are available in the El Paso metro area as this is primarily a lo- cal campaign; •To incorporate the use of a continu- ous media schedule to generate maximum exposure among the tar get audience; •To provide a media environment that complements the creative direction of the campaign; •To reach 70 percent (271,726) of the total target audience (388,181) with an average frequency of 3.0 over one-week advertising period which will, in turn create an average frequency of 3.

Strategy

For this campaign we will use media dispersion strategy as it allows for the use of multiple media types in an effort to reach a wider audience.

Electronic Media

For radio advertisements we will schedule 30 and 60-second radio spots on Power 102.1, KSII FM 93.1 and KTSM Sunny 99.9 all during the morning drive daypart.

We propose a two-for-one buy with each of

the radio stations. Our research shows that these are the most popular radio stations and time of the day that people listen the most.

20 KSII FM 30-sec Spots @ $70 = $1400 13 Sunny 99.9 30-sec Spots @ $48.50 =$630 12 Power 102.1 60 & 30-sec Spots @ $65 = $780 30 IHeart Radio 30-sec Spots @ $2.00 = $60 65 total paid spots Total Cost: $2,870

Thirty-second advertising on broadcast TV will include local stations KFOX (FOX), KVIA (ABC), and KTSM (NBC). The target audience watches local news the most during the 10 p.m. news broadcast hour. Like radio, we propose a two-for-one buy with each of the TV stations.

5 KTSM 30-sec Spots @ $500 = $2,500 5 KVIA 30-sec Spots @ $400 = $2,000 5 KFOX 30-sec Spots @ $400 = $2,000 15 total paid spots Total Cost: $6,500

Digital Media

LED Billboards will generate a high frequency rate, and therefore are highly recommended for this campaign. We recommend advertising through Clear Channel Outdoor using 14’ x 48” LED bulletin billboards in high traffic areas throughout the El Paso area. The billboard messaging will

begin on April 7th and run until April 13th.

Messaging will run on a 24 hour, 7 day week rotation. Ideal locations include the I-10 Interstate at east, far west and central locations in an effort to reach a wider audience.

3 LED Billboard ads @ $850 = $2,550 Total Cost: $2,550

Print Media

Local newspaper and magazine media types are not media types recommended to use for paid advertising in this campaign. It is expensive to advertise in local newspapers and magazines and, according to our primary research, it has low readership among our target audience. However, the local newspaper and magazine outlets will be used for press releases and feature stories on the Open House activities. These selected newspapers and local magazines targeted to receive press releases are the El Paso Times, El Diario, El Paso Inc., El Paso Scene, The Prospector, the Fort Bliss Bugle and City Magazine. In addition, ads will be placed on the El Paso Times website www. elpasotimes.com, and in the hardcopy of El Paso Inc. courtesy of University Communications.

Non-Traditional Media Types & Vehicles

It is important that this campaign also use some non-traditional media opportunities to include UTEP Ticketmaster insert

ads, door hanger advertisements, and poster advertisements.

We suggest ticket envelope insert advertising through the UTEP Ticket Center.

This allows every person who purchases any ticket through the UTEP Ticket Center to be exposed to our message at a low cost to the campaign.

Door hangers will be distributed throughout the El Paso key neighborhoods in an effort to put the Open House message directly as our target audience’s doorstep.

We will work with UTEP student organizations in arranging distribution throughout the El Paso community.

Our research clearly indicates our consumers enjoy working out at local gyms and exercise centers as well as shopping at local malls. Printed in a 16” x 20” size and in a four color process, posters are an effective vehicle to easily reach our target audience in the very places they frequent the most. Arrangements have already been made with EP Fitness and Planet Fitness to post the posters in their local facilities at no charge to the campaign. Likewise, posters will be place in the windows at various re-

tail merchants throughout the city. Finally, posters will be placed in 30 UTEP Prospector newspaper racks throughout the UTEP campus.

University Communications will cover the cost of this signage.

Total Cost of Media Plan: $11,832.00 Media Partnership Proposal

Local media organizations will be contacted for media placement. These same media outlets will be asked to either donate paid advertising or provide advertising at a reduced rate, preferably at a twofor-one rate. In exchange for this donation of air time and advertising space, the Open House campaign will provide each media organization with reciprocal opportunities to advertise their respective station. Media partnerships will be identified in all online opportunities to include posting on the Open House webpage and social media outlets.

Posters - 500 (16” x 20”) @ $0.98 = $490 Double Sided Door Hangers - 10,000 (3.5” x 8.5”) @ $0.11 = $1,100 Ticketmaster Inserts - 1,000 (2” x 6”) @ $0.07 = $140 The Prospector 30 Newsracks @ $5 = $150 Total Cost: $1,880

In partnership with University Communications, street pole banners will be placed throughout the UTEP campus area.

Likewise, media stations will be offered the opportunity to hang signage at various locations on the UTEP campus during

the Open House events. For example, we will negotiate with a station to have visibility at a particular building on campus, i.e. the Engineering building where high traffic is expected during the Open House event.

Other key campus locations will include the Sun Bowl for the spring football game, Kidd Field for the spring track meet, the Helen of Troy Softball Complex for the softball game scheduled during the Open House activities. Likewise, station personalities will be invited to be on campus during the Open House activities to mix and mingle with the attending public. We will work with each individual station in providing them with the appropriate exchange of exposure.

Overview

Direct Response advertising allows us to communicate directly with the potential consumer and to generate a response without the use of an intermediary. Therefore, the opportunity to establish a relationship directly with the consumer is launched.

There are a number of ways to execute this type of communication whether it is through traditional means of direct mail or more current methods incorporating the Internet and face-to-face communication.

and UTEP communities but to the Ft. Bliss community as well.

Tactics 1. E-Mail Blasts

Through the use of UTEP’s current list serves to include students, staff, faculty, alumni and friends of the university, we will communicate the information on the Open House. The first email will be initiated on Monday, March 31st and will identify the basic information on the Open House to include dates, times, free parking information Objectives as well as shuttle information for guests.

•To communicate directly with the

The second email will be sent on

target audiences the information Sunday, April 6th and will repeat this same

regarding UTEP’s Open House; information and add general information

•To increase attendance at the Open on the type of events to be featured during

House event; and the Open House. The email will also invite

•To complement the advertising and readers to watch KVIA’s “Ch. 7’s Xtra” TV

Public Relations efforts designed program which will air that same evening

for this campaign. and feature the Open House organizers explaining the event in detail.

Strategy

The third email will be sent on

We will utilize traditional means of Wednesday, April 9th reminding readers Direct Response such as direct mail and that the Open House will begin on April email to contact members of the El Paso 10th. This email will include a copy of the Community. Likewise, we will take advan- online version of the Open House brochure tage of UTEP’s listserves to contact the so that guests have an opportunity to study UTEP Community with information on the the event schedule in advance of the actual Open House. Face-to-face communication event. in the form of group announcements will al- Approximately 30,000 emails will be low us to outreach to not only the El Paso sent out for each execution at no cost to the

campaign or the Open House organizers.

2. Mail Inserts

A statement stuffer has been designed that will be inserted in the payroll envelopes of the paid employees at UTEP. Measuring 3.5” X 8.5”, the four-color insert will include key information on the Open House along with the website address so that employees can learn more about the event. These payroll inserts will be distributed in payroll checks issued for April 1, 2014.

The front of the insert will feature the Open House graphic with copy on the back of the insert. This copy will read as follows.

COPY: As part of the Centennial Celebration, UTEP is hosting its first ever Open

House. Join us April 10th through April 12th throughout the day as each college will host a series of interactive activities. Come and #DiscoverUTEP and be a part of the celebration. All events are free along with parking at the Sun Bowl and Shuster Parking Garages Plus our Miner Metro shuttles will provide service throughout the event. For a copy of the full schedule of events, visit us online at www.utep100years.edu/openhouse.

• Total price: $297.75

• Total copies: 5,000 UTEP

payroll employees 3. Community Outreach to Professional Organizations

Another effective method in increasing awareness of the Open House is through personal visits with members of professional clubs and associations throughout El Paso.

We will develop short five-minute presentations for these groups that will identify the Open House event, its purpose, the key information on the event such as the dates, locations, parking arrangements and various activities. Approximately 1,000 Open House hard copy brochures will also be distributed to attendees as a way to generate interest in the event.

Professional groups will include but not be limited to the Rotary Clubs in El Paso,

Lions Clubs of El Paso, El Paso Advertising Federation, El Paso Chamber of Commerce, Hispanic Chamber of Commerce, Homegrown El Paso, Northeast Business Alliance, and AARP Westside Chapter among others. Also, we will reach out to key groups as part of the Fort Bliss community. This outreach will begin as soon as group meeting dates have been established and the hard copy brochure is ready to be distributed. Up to 20 professional organizations will be contacted in advance of the Open House event. A list of these organizations is included in this proposal.

4. Centennial Lecture Series

On March 27th, Mark Wynne from the Dallas Reserve Bank will be on the UTEP campus as part of the Centennial Lecture Series. We will open the presentation with the same five-minute presentation/ announcement of the Open House as identified in the previous tactic. These lectures generate audiences of El Pasoans that are not only interested in the subject matter but support UTEP activities.

Total Costs for Direct Response: $395.00

Overview

The Internet is the most effective vehicle to reach our target markets of El Paso citizens, ages 25 to 44, and the El Paso community at large. Our primary market uses multimedia in their daily lives. They know how to navigate social networking sites, mobile apps and e-mail. This market segment particularly knows how to use the Internet to their advantage by expertly navigating the web in order to find what they need. Furthermore, while they do not feel the need to feel connected 24/7, they do complement daily tasks with the media such as coupon and navigation apps. People between the ages of 25 to 44 often inquire and find information on the Internet, either on their smart phone or using their computer.

gage and form a relationship with our market segment; and •Complement the already existing UTEP Map app and use it as a way to provide accessibility and more detailed information about the Open House events.

Strategy

Through University Communications we will establish a webpage on the current Centennial website with a web address of www.utep100years.com/openhouse. All of the copy on the website and in the various social media applications will be encouraging and inviting people to join us at the Open House activities. We will incorporate an outreach plan that includes a representative(s) that will reply to comments. We will also use Objectives attention grabbing graphics and constant

•Create a webpage within the UTEP updates as a way to better connect to the

Centennial website and utilize it as consumer. We will use the official UTEP so a tool to increase awareness and cial media sites as a way to connect to the

interest of the Open House through consumer. This will not only create reliabili updated information that will also ty for the Open House information but it will

create reliability; allow us a metric to measure engagement.

•To remain connected to prospective

visitors as well as current visitors Tactics

using social media tools; Website

•Create an interesting, curious social Since our target market lives

environment as well as a stronger fast paced lives and are often on the go

online presence; multi-taskers, information must be concise •Use My Miner Story as a way to en and simple. By providing to the point infor-

mation, we can then add an element of curiosity and therefore generate interest.

Through University Communications, a UTEP Open House webpage within the Centennial website will be developed. The website, UTEP100years.com/Openhouse, will include a space allotted for comments and frequently asked questions and answers, which the campaign member in charge of interactive components will compose. Guests of the website will be provided basic information about the Open House and the schedule of events. The brochure will be posted in order to provide the list of events and the map. Information on these subjects is to be worded using an enthusiastic tone in order for it to persuade visitors to continue browsing through the webpage.

Digital Applications

The mobile app UTEP Campus Map and website My Miner Story, created by Academic Technologies, will both be used to interact with our target market. On the UTEP map app, a GPS will track where the

user is. After the user’s location is tracked, the user may type in their destination or use the voice feature to identify it. The app will then create a walking route. Immediately after the user reaches their destination they will have the option of opening the building and reading about the events, the times and their prospective locations.

Academic Technologies will set up My Miner Story tents around campus decked out with iPads. Members of the Academic Technologies’ team will run these tents. Visitors will be able to record a short video and post it on the app by making an account using their email. Videos will be reviewed by a group of techs in the Undergraduate Learning Center to check for offensive or prohibited material. Procedural information aside, it will connect visitors and encourage visitors to share their story and experiences during the Open House.

Social Media

As a way to network with our target market, the campaign will utilize social net-

working sites, computer screens, and list serves.

• Facebook

Since UTEP already has an official Facebook page as well as a page for the Centennial, we will request permission to promote the Open House by providing statuses, pictures of students showing their excitement for the upcoming three day event, and by providing general responses to comments regarding to the Open House.

Rather than creating a new page, the Official Facebook will be used due to its large follower base and amount of likes. Otherwise, Facebook will be used to interact with our consumers. Additionally, the #DiscoverUTEP hashtag on Facebook will be used to track the event. Stories on the official UTEP Facebook and the Centennial account will basically be the same but vary in order to keep people interested while eliminating favoritism between the two accounts.

• Twitter

For this campaign we will request permission from University Communications to use their Twitter account. Then we

will provide links to the other social networking sites and the apps. Messages posted will be short in order to allow space for links.

Although the messages will be short, they will be upbeat and appealing, and contain our Open House hashtag “#discoverUTEP”.

The hashtag will give representatives (the person responsible for Interactive, other campaign members and University Communications) a way to follow the events’ popularity, determine user attitudes towards it and establish its online presence. When the account is directed a message, a response will promptly be created, establishing a positive interaction.

• Instagram

We would use the University Communications Instagram account that will only be used to upload pictures of the on-going events, UTEP students, progress made by each department regarding the planned activities, and any graphic material created by the campaign staff. The pictures may also be posted on the University homepage and shared on the other social networking sites.

•YouTube

The YouTube channel for UTEP’s Open House will be the already existing account run by University Communications.

On top of the pre-existing content, if we are given access it will contain our advertisements, radio spots and television spots.

It will also have a few videos of UTEP students showing their pride by wearing a lot of orange and smiling with their friends.

Viewers will be able to provide feedback by writing comments and either clicking on the thumbs up or the thumbs down emoticon.

An example of a video that may be posted is a tutorial in how to use the Campus Map app which will provide tips and necessary information. . Storify

Storify is a feature that places all of the social media posts containing the same hashtag into one large timeline. For example, if an Instagram status is posted at 11:50 a.m. it will go below a Twitter post posted at 10:50 a.m. It keeps a record of all the mentions. It is a good way for visitors to see all that is being said about the Open House and hopefully be persuaded to go.

Text messages/alerts

Text messages will be sent out to students and other registered numbers that are listed under list serves including the

numbers reached by University Alerts. The messages will simply provide the name of the event, when it is taking place and a call to action. The call to action may me “Come discover your university”, for example, although it is subject to change.

Screensavers

Screensavers will be used as the default on campus computers, including labs, classroom computers and Union screens.

The graphics on the screensaver will be vivid and will provide basic information including the title of the Open House, the dates, the website, amenities (such as available parking and shuttles), and a way for those exposed to it to find out more information.

These will be the default until the last day of the Open House. The screensavers will also incorporate “#discoverUTEP”.

An advantage of our campaign is the already large use of media by our target market. What we have to offer is appeal and a means of communication between the event and prospective visitors. Public opin-

ion can and will aid us throughout the campaign time period by allowing us an inside view of what is working advertisement-wise and what needs to be adjusted. In this way, we can be on-the-go, informed and present every step of the way until and during the Open House.

Timeline

The social media recommendations will be in place starting March 31st. From that Monday to the first event day of April 10, we will promote the event evenly among both the University Communications’ accounts and the Centennial Facebook. Furthermore, starting early April we will begin providing University Communications videos and audio material for their Youtube account. Links for those Youtube videos will also begin to be distributed among the social networking sites along the same time frame. The collection of posts trademarked with “#discoverUTEP” will also begin March 31st in order for the posts to be organized into a timeline for Storify.

Cost

Interactive media will be free. The people who will be in charge of keeping track of the social media site interactions include the campaign member in charge of interactive media and University Communications.

In all successful advertising campaigns, the use of Public Relations is an essential component to the overall advertising effort. Public Relations certainly is one of the most ideal ways for us to send the campaign’s message across the media spectrum. By reaching out to third party endorsers such as the public media, the manner in which our messages are relayed through these third party outlets creates a level of confidence and credibility that is often unmatched by traditional advertising.

For this specific campaign, we will use UTEP’s Centennial Celebration and prestigious image to convey the importance of UTEP’s Open House to our specified target audiences. This campaign will integrate the use of various media opportunities that are usually associated with Public Relations including: public media (press kits, press releases, news reports) digital media such as the Internet (social media) and controlled media (brochures).

Objectives:

In order to create awareness and generate interest in UTEP’s Open House, our public relations efforts will:

• Form and establish relationships with local media organizations; • Create and develop a digital rela-

tionship with El Pasoans through custom stories, videos and images transmitted throughout social net- working websites; • Develop a relationship with online media providers and reach out through social networking websites; • Establish the UTEP Open House event as the starting point for the discovery of UTEP’s changes to- wards the future.

Strategy:

Local radio stations, newspapers and broadcast television networks will be contacted with proposals for feature stories and video packages on UTEP’s Open House and on-air interviews with key, Open House organizers such as Dr. Patricia Witherspoon, and our commercial talent Monica Castillo. To tap into the digital spectrum, UTEP will release digital content in the form of short videos that will be available both on UTEP100years.com and on Facebook, Twitter, and YouTube.

Tactics: Press Kits

In order to have El Pasoans talking about the Open House, we have determined to reach out to them through the local media. Throughout late March and early April, the launch month of UTEP’s Open House

campaign, we will hand-deliver two to three Open House press kits to the local media outlets. These will be distributed to the following 20 local media outlets:

• Local broadcast stations: KDBC, KVIA, KTSM, KFOX, KINT, KTDO • Local radio stations: KTEP, KOFX, KSII, KLAQ, KHEY, KPRR, KBNA • Local print organizations: El Paso Times, El Diario, El Paso Inc.,El Paso Scene, The Prospector, the Fort Bliss Bugle and the City Magazine.

In order to shine a light on the Open House’s varied calendar and its importance to UTEP’s Centennial Celebration.

These press kits will contain:

• Letter of Introduction;

• Biographies on key Open House or

ganizers;

• FAQS;

• General press releases on the

Open House and corresponding

college events;

• A hard and digital copy of the Open

House brochure / map;

• Audio statements and interviews with President Natalicio, Dr. Keith Erekson and/or Dr. Patricia Wither- spoon; • A short introduction video to the Open House with key Open House committee members; • Art: Logo, B-roll footage of campus, including Open House ac tivities, headshots of key Open House committee members; • Stock UTEP Photos; • Open House activity photos; • Contact Information

The press kit will be physically hand-delivered to each media organization and it will also include a digital copy of the information on a portable USB flash-drive, for ease of access to files, documents, and relevant links. An estimated 60 press kits will

be assembled for distribution among media organizations.

Costs: Approximately $5 per press kit – total $300 - $400 On-air interviews, short stories, PSAs with UTEP representatives:

Our research findings show that among our selected target audiences, 74 percent of our respondents said they watch local broadcast television and 59 percent of our respondents said that they do in fact, watch the news on local television stations.

Therefore, we will request and book interviews on a variety of radio and television talk shows featuring key UTEP Open House representatives. These on-air interviews will provide essential information regarding the event and an invitation to El Pasoans to be a part of the celebration. Producers and editors will be pitched with ideas for short stories and brief features.

Radio listeners will generally hear explanations of the event and will be provided with resources that link to the online information website UTEP100years.com. We will ask the following radio stations for these on-air stories and/or mentions.

and Focus on Campus segments.

• KOFX will mention and run a very brief feature on the The Fox Juke box with Mike Guerrero • KSII will run a short feature on the Open House on Mike and Tricia Mornings, Middays with Monika, and Afternoon with Angel Gonzales.

• KLAQ will air a very short story on the Open House during The Morn- ing Show, Glen Garza’s show, and Afternoons with Scott Ronson.

• KHEY will run a PSA regarding the Open House.

• KPRR talent Monica Castillo will air a PSA about the Open House and also discuss the event during her show.

Local television broadcasters will engage in on-air interviews to discuss the relevance and the various activities associated with the Open House. Producers and • KTEP will explain the Open House editors will be pitched with ideas for short event during their Miner Minutes stories and brief features.

• KDBC (Channel 4) will air a brief video during the KDBC News at 5:30 and KDBC News at 10.

• KVIA will air a brief feature on Good Morning El Paso as well as during their noontime news program, and ABC-7 News at 4, News at 5, and News at 10.

ABC-7 Xtra with Maria Garcia will be contacted to secure an April 6th booking.

• KTSM will feature a short story on NewsChannel 9 Today, NewsChannel 9 at 5, NewsChannel 9 at 6, and NewsChannel 9 at 10. KTSM will also be asked to feature the Open House on their new 30-minute show “Positively El Paso” which airs nightly at 6:30 PM. • KFOX will air a brief feature at KFOX Morning News, KFOX News at Five and KFOX News at Nine.

• KINT will run a short feature and an interview during the ¡Despierta El Paso!, (at 5 AM) and a summary of the interview video and brief during Noticias 26 at 5 PM and 10 PM. • KTDO will include a brief story during their news programs at 5 PM and 10 PM. They will also feature a short segment on their

Sunday magazine program

holaciudadteve at 4:30 PM.

Local print magazines and newspapers will be contacted and pitched with story ideas for possible feature on the Open House.

Costs: None UTEP POV

To increase the awareness and generate further interest in the Open House, UTEP’s official Facebook page and Twitter accounts will release a series of interesting short posts (and tweets) with pictures and facts about events in the UTEP Open House, teasing to generate and open discussion about the event. The stories will be a part of a series named “POV: Point of View”. These stories will tie into the Open House calendar and will be distributed among its Facebook and Twitter pages, and UTEP100years. com.

A series of four to five YouTube videos will be launched on UTEP’s YouTube channel. Some of these same videos will be included in the press kit. These videos will involve Deans and department chairperson’s of UTEP’s different colleges discussing their participation in the Open House.

The purpose for these short videos is to introduce prospective Open House attendees

to some of the different events that UTEP’s different colleges will offer.

Costs: Video production work for 4-5 videos, approximately $500 A Fine Day For An Open House

For the week of the Open House, local television news stations KVIA, KFOX, KTSM, KDBC, and Univision 26 will make mention of the Open House during their weather forecast segments as a suggestion for a weekend outing. For example, Sandra Diaz, Chief Meteorologist for KFOX 14, will mention and couple the nice El Paso weather with an equally nice activity: the Open House. Meteorologists like Sandra will also make mention of the Open House at their respective station’s Facebook page as well as their personal, (if they have one) and provide links to information of the event.

Costs: None Total Costs for Public Relations: $100.00

Overview

Our promotions aim to catch the attention of the El Paso Community and the visitors to campus during the Open House.

Although the UTEP name is already well known, we want to make sure that visitors have the opportunity to see UTEP up close and personal. We also want our campus visitors to enjoy their visit to the campus and see UTEP as both interesting and fun.

Through several activities on campus during the actual event, we believe we can both introduce UTEP to individuals who have never been on the campus and appeal to individuals who are familiar with UTEP but are not familiar with its transformation.

Objectives

• Create greater awareness of the

Open House activities;

• Engage consumers with fun

activities;

• Create a database of visitors;

• Drive traffic and consideration

of the Open House as a family event:

• Reach new users of the

UTEP brand.

Strategies

We will use the local radio media as a way to spread the word about the Open House during the three days of the event.

We will engage our campus visitors through

a variety of on-campus games and activities.

We will incorporate the use of a ‘frequency card’ as a means to encourage visitors to visit a large number of Open House events.

Information on the ‘frequency card’ will support our objective to establish a database of visitors to the UTEP campus.

Tactics Punch Cards April 10-12, 2014

On April 10-13, 2014 there will be staff members at each entrance of UTEP and information booths giving away an Open House punch card. The punch card will be designed as a 3” x 5” full color double sided card. On one side of the card will be the official Open House design and the other side will feature 25 numbered squares plus a space to fill in the holder’s personal information. The holder of the card will be encouraged to attend a minimum of 10 different events during their visit to the Open House activities. At the entrance of each event, an Open House representative will punch out the respective number on the card. With at least 10 hole punches, the card holder can deposit the punch card in a raffle box in the Centennial Museum lobby. At the end of each day, a winner will be chosen randomly selected from the box of entries and receive a $10 gift card from the UTEP Bookstore. The beauty of this promotion is

that it encourages campus visitors to attend a wide variety of Open House events. Plus it provides a database of names and email addresses for the Centennial Office. Finally, it gives us a metric to determine how many people attended the Open House event.

Materials for the event: Gift cards: Three (3) $10 UTEP Bookstore gift cards Printing of Punch Cards 20,000 3 in x 5 in Printed Punch Cards $691 Total cost of the event: $721.00

Radio Remotes Friday, April 11th and Saturday, April 12th

We would like to ask several of the local radio stations to set up two-to-three hour remote broadcasting sessions from key areas on campus during the Open House.

These locations will be extrusive to the station and will include such areas as the Sun Bowl parking lot, the Academic Services parking lot and mid-campus around the Leech Grove area. The primary air times will be early Friday afternoon and throughout the day on Saturday. The ideal radio stations based on our research include:

• KOFX (92.3),

• KSII (93.1),

• KLAQ (95.5),

• KHEY (96.3),

• KPRR (Power 102.1), and

• KTSM (99.9)

to be able to answer several UTEP trivia questions. The game will start with three contestants. They will be asked a series of questions based on UTEP’s history such as “When were the doors opened to the Texas State School of Mines and Metallurgy?”.

The answers to all of the questions should be easy to answer as we want as many people to play the game as possible. The first contestant to answer three questions correctly, will advance to the final round of the game. During the final round, the contestant will be asked to find Paydirt Pete behind one of the doors. If they pick the correct door, they will win the game and a gift card donated from a local sponsor.

We will contact the Facilities department to see if we can secure three standing doors for the game. We expect that there will be a cost to prepare the doors of approximately $150.

Radio hosts will be encouraged to invite El Pasoans to the campus for the Open House event and can also stage radio promotions at their designated location.

Total cost of the event: $0 What’s behind the UTEP Doors?

Saturday, April 12th throughout the day

The participants who want to play “What’s Behind the UTEP Doors?” will need

Total cost of the event: $150.00 Total cost of promotions: $550.00

Total = $12,877.00

UTEP’s Senior Advertising Campaign class has created a strategic campaign that aims to support the UTEP 2014 Commission’s efforts to promote a UTEP Open House to the El Paso Community.

The Come and Discover campaign is an effective and energetic publicity and advertising effort that will create curiosity among El Paso families, aiming to create the need to attend this once in one’s life-time event.

With this campaign, we position UTEP’s Open House as an exciting event that El Paso families will want to attend as it offers a chance to experience UTEP’s successes over the last 100 years. Our call to action “Come and Discover UTEP” motivates our target audience to participate in this Centennial event and learn about UTEP’s history, current programs and innovations that will take UTEP and El Paso into the future.

Our creative executions are very simple and amusing, asking our target audience to attend. Our media strategy utilizes both traditional and non-traditional media that, based on our extensive research, will reach our audience on every part of their daily lives. Each element of the campaign carries similar visuals and copy, creating harmony in the communication message.

The Senior Advertising Campaign’s class knows this campaign works because it is energetic, simple, and research-based.

It’s the right campaign, for the right event.

Sources https://www.utep.edu/90thanniversary/funfacts/ http://admin.utep.edu/default.aspx?tabid=50864#studentprofile https://www.utep.edu/90thanniversary/media.aspx?

itemID=962&title=UTEP%20 FAST%20FACTS http://alumni.utep.edu/page.aspx?pid=334 http://alumni.utep.edu/page.aspx?pid=405 http://universitycommunications.utep.edu/ facts/index.html http://www.utep.edu/aboututep/presidentswelcome.aspx http://sa.utep.edu/greenfund/ http://academics.utep.edu/Default.aspx?tabid=14118 http://www.utep.edu/academicprograms/

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