Communication Upward Bound
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TRIO Communication
Upward Bound
Presented by:
Jennifer Regan, Monica Salmeron, Allison Follin, Callie
Weber,
and Kelli Davis
What is CUB? CUB is a nonprofit organization intended for
high school students. Through a systematic structure and
experienced staff, CUB helps students prepare for post-secondary education, find a passion to complete secondary schooling and acquire skills and abilities for educational and academic success.
Services and activities are designed to improve academics and personal needs.
CUB Continued
CUB is 100% government funded and designed for students who are first generation and/or meet the federal income guidelines.
The seven target schools in the Wichita area include: East, South, North, West Metro Boulevard, Metro-Meridian, and Metro-Midtown.
Students get to attend a summer camp, weekend workshops, design newspapers, radio broadcast,web design, photography, and year round tutoring.
Research
Secondary S.W.O.T. Strengths: The program creates
opportunities and guidance for students who may not have the means to get to achieve
their full potential. Weaknesses: Not very many people are
aware of CUB and the benefits the program has to offer. Their materials are outdated and not properly formatted.
Opportunity: This program all about the kids and therefore they need to listen to their wants and needs.
Threats:The lack of interest and awareness in CUB is the greatest potential threat to the program.
Primary
Two surveys were given to CUB students. One studied why they joined CUB and the second focused on our new material vs. the old.
Survey 1: Showed most students decided to join CUB because their parents thought it would be beneficial for them. They also thought it sounded interesting.
Survey 2: Discovered that students found that all of the new marketing material is more beneficial and more visually appealing than the old material.
Research Continued
Focus groups
2 groups of 8 CUB students Written survey and group discussion
PURPOSEGet feedback about following:
Why our target market joined CUB How the program could attain more students What they liked most about CUB If they enjoyed their time at CUB How the program has helped the target market with their grades If the target market would suggest CUB to their peers
Planning
Objectives
To increase CUB enrollment from 29 students to 50 students by the end of the Fall 2008 semester
To increase awareness of the TRIO Communication Upward Bound Program within area high schools and the community
To create a cohesive brand image for CUB To critique and improve marketing materials
Planning Continued
Strategy/Tactics Critiqued the old flyers, brochures, logo, slogan,
and other material that was being use (how to improve them)
Created new youthful material (Slogan, logo, brochures, etc.) Focus group to gain feedback Test run of new campaign pieces at recruitment
session Completed our campaign within 2 months Estimated cost of actual agency: $13,500
update and remodel CUB’s marketing material.
Implementation
Update and remodel CUB’s marketing material
Creating new pieces Focus Groups Recruitment session
using material and a new way of reaching out to the students
At the session:
Set up table during 2 lunch periods in high traffic area
At North High we recruited 110 students within in 2 hours for CUB
This has outnumbered any previous attempts at other high schools.
Evaluation
Very difficult We did not go to the
high school until mid-November, and as far as we know, the contact list for the students that signed up has not been followed up on
We do know that the approach we took towards the students worked
Successes
Obtaining information of 110 students at North HighGetting valuable
information and feedback from current enrollees at the focus groupUsing the new information
card to start the enrollment process of potential participantsNew collateral outscored
all old material on surveyCUB reached it’s goal of
50 students enrolled
Evaluation ContinuedSuggestions
Visit all high schools approved in the grant on a regular basis Focus recruitment on a widespread audience, as we did at
North High Use younger representatives in order to identify with the
target audience Place advertisements or news stories in school newsletters
and newspapers to raise awareness within the high schools and community
Utilize student resources, such as designing posters Have more relevant speakers during Saturday workshops Add more communication based activities, such as Photoshop
and InDesign, rather than focusing on science and math Let students have full access to WSU during summer camp
(Heskett Center) During recruitment focus on youthful target audience rather
than parents Be more open-minded Allow juniors and seniors to enroll in the program if they are
eligible Use our updated marketing materials
Creative Material
Surveyed by focus groups and used as test market collateral at North High
School
CUB Email Fact Sheet
Articles can be updated
Youthful layout Colorful
CUB Fact Sheet
More appealing layout
Added new logo
Eye catching
CUB Information Card
Useful tool to get contact information for follow up recruitment
CUB Mentor Brochure
More attractive Overall look is cohesive Better graphics
CUB Poster
Placed around school to inform students about program
Colorful and creative to catch student’s eye
CUB Logo/Slogan
More appealing to high school students
Uses graphic that represents communication
“Create Your Own Success
Story”
Innovative Encourages the kids to
take hold of their future
CUB Banner
Placed on the recruiting table
Large font and displays that it is Wichita State supported
Pictures from North High School: Lunch Recruitment Session
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More Pictures from North High
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