International Fashion Night

8/4/2019 International Fashion Night

1/28

Prepared by: Hoa Do ThiDue: Thursday, December 9th 2010

STRATEGIC COMMUNICATIONS PLAN

FORINTERNATIONAL CLUB AT SEATTLE UNIVERSITY

THROUGH INTERNATIONAL FASHION NIGHT

1S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

8/4/2019 International Fashion Night

2/28

1. Vision & Mission of International Club (IC) at Seattle University

2. Events & Activities of IC

3. Research

4. Situation analysis & SWOT

5. Branding & Messaging

6. Goal & SMART Objective

7. Market & Niche audience

8. Strategies & Tactics

9. Action plan

10. Measurement

11. References & sources

12. Contact information

PLAN OUTLINE

2S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

8/4/2019 International Fashion Night

3/28

Vision:

The International Club at Seattle University or IC is established to be thebest in the nation to develop leadership amongst international and domestic

students through organizing activities that promote global and culturalawareness on campus so that they develop their confidence as future leaders

Mission:

International Club seeks to inspire, educate and empower a community ofinternational as well as domestic students leaders to promote cross culturaldialogue and friendship, deepen awareness and understanding of

international issues and learn about the cultural diversity represented at SU.

1.VISION & MISSION OF IC

3S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

8/4/2019 International Fashion Night

4/28

The First Year Plan & Goals:To build up a leadership team to promote strong connections among internationalstudent populations on campus through intercultural events, and give momentumfor the following years.

4

S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

Team Building

Salsa Dance Class

Gaining EventPlanning

Experience

Summer Picnic for Visiting Students & Scholars International Cooking Battle

IncreaseRecognition ofIC on Campus

International Fashion Night (planned)

Planning forthe 2nd Year

Elect the key officers/roles Update Vision/Mission Statement Plan events for next year

2. EVENTS & ACTIVITIES OF IC

8/4/2019 International Fashion Night

5/28

Research conducted for International Fashion Night

1 Compliance with the International Club Constitution

2 Interviews with International Club officers

3 Vanity Fair Magazine for Visual Presentation4 American Next Top Model for Event Presentation

5 Paper Survey

6 Survey Monkey

5S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

3. RESEARCHED

8/4/2019 International Fashion Night

6/28

Strengths Financial support from Microsoft via alumni and the

International Student Center (ISC) at SU General Event Planning Support from ISC

(IC is a daughter organization of ISC) An experienced project manager in fashion events Logistical support and assistance from SU alumni with real life

experience with event planning and team building Diverse club members with strong connections with other SU

student groups

Weaknesses Relatively new student organization on campus Established in Feb 2010 Majority of members have little to no event planning experience Minimum time commitment from club members due to their

class schedules

Opportunities Only multi-cross-cultural organization on campus Give rare opportunities for student communities to celebrate

their heritage through fashion

Threats Limited time: 2 months only over holiday season Limited number of volunteers Limited club budget: $150

-> need to wait for the funds to arrive before taking someactions

High Standard of traditional SU cultural events-> high pressures on club members

4. SITUATION ANALYSIS & SWOT

6S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

8/4/2019 International Fashion Night

7/28

Preliminary brand attributes

Cultural heritage

Diversity

Young and energeticKey messages

Intercultural friendships between international and domesticstudents at SU campus to develop leadership skills

Inspire, educate and empower SU students and thecommunity

Crossing boundaries and creating friendships

5. BRANDING & MESSAGING

7S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

8/4/2019 International Fashion Night

8/28

Goals

Increase ICs visibility on campus

More acknowledgement from other students groups and

organizations Introduce ICs brand and key messages

SMART Objectives

Increase a number of IC permanent members to 50 after the Winter

quarter 2011 Selling 60 tickets for the International Fashion Night on January 13th, 2011

Get at least one positive article about the International Fashion Night in theSpectator by January 20th 2010

6. GOALS & SMART OBJECTIVES

8S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

8/4/2019 International Fashion Night

9/28

7. MARKET & NICHE AUDIENCE

9S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

- SU Internationalstudents

- SU domestic studentswith global and

international affairsinterests

OtherSUStudents

Neighbors

SU

alumni

SUpotentialstudents

SUFaculties& Staffs

Inner Circle

Outer Circle

8/4/2019 International Fashion Night

10/28

Strategies1. Conduct a media campaign around the International

Fashion Night in Fall & Early Winter Quarters2. Hold on-campus awareness campaign to recruit volunteers

for the International Fashion Nights committee

Tactics and Communications tools1. Write Press Rerelease

2. Design posters3. Create a promotional short video clip4. Create a Facebook event5. Paper Survey after the International Fashion Night

8. STRATEGIES & TACTICS

10S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

8/4/2019 International Fashion Night

11/28

Overview

On The SpectatorsNewspaper

Ads & Statement

for the International Fashion Night

Article to address issues among international students anddomestic students relationship

Make it newsworthy

See attached separated document

TACTIC 1. PRESS RELEASESINTERNATIONAL FASHION NIGHT

11S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

8/4/2019 International Fashion Night

12/28

Overview

Highlight ICs brand

High quality and professionalism

Utilize services from student volunteers to save money andengage more students in the planning process

See attached separated document

TACTIC 2. EVENT POSTERSINTERNATIONAL FASHION NIGHT ADS

12S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

8/4/2019 International Fashion Night

13/28

Overview Raise interests for IC & International Fashion Night among

students

Form a working committee to produce a promotional videofor the Fashion Night

The Clip to include cat-walk of the models

See attached separated document

TACTIC 3. PROMOTIONAL VIDEOINTERNATIONAL FASHION NIGHT ADS

13S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

8/4/2019 International Fashion Night

14/28

Overview

Advertise International

Fashion Night on Facebook

Use social networking language: short, straightforward

See attached separated document

TACTIC 4: FACEBOOK EVENTINTERNATIONAL FASHION NIGHT ADS

14S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

8/4/2019 International Fashion Night

15/28

Overview

Measure the success of the International Fashion

Night by conducting survey with attendees Use data as reference point for future events

See attached separated document

TACTIC 5: PAPER SURVEYINTERNATIONAL FASHION NIGHT FEEDBACK

15S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

8/4/2019 International Fashion Night

16/28

8. ACTION PLAN:A. PRESS RELEASES

S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

Nov 1First draft of the press releases

Nov 8 Approval from the Publicity Committee

Nov 15 Last minute update & Final Editing

Nov 23 Final Press Release Ready

Jan 13 Event Day

Jan 17 Post Event Press Release

16

8/4/2019 International Fashion Night

17/28

8. ACTION PLAN:B. POSTER

17S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

Nov 1Appoint the art designer/director(Budget $ 50)

Design Theme for Poster & Logo

Nov 12 Photo Shoot for Posters(Budget: $90)

Nov 18 Poster Design Review w/designer

Nov 21 Approval from the PublicityCommittee & Project Manager

Nov 24 Final Version to be distributedthroughout the campus

Jan 13 Event Day

8/4/2019 International Fashion Night

18/28

8. ACTION PLAN:C. VIDEO CLIP

18S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

Nov 1Appoint PhotographerAppoint Actors/Actresses

Nov 8 Approval of Script from the PublicityCommittee and Project Manager

Nov 15 Video Shoot Rehearsal w/ Actors/Actresses

Nov 20 Video Shoot w/ Actors/Actresses

Nov 23 Final Video Editing

Jan 3 Video Clip Release to Public

Jan 13 Event Day

18

8/4/2019 International Fashion Night

19/28

8. ACTION PLAN:D. FACEBOOK EVENT PAGE

19S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

Nov 8 First Draft of Event Announcement

Nov 15 Approval of Draft from the Publicity Committee and Project Manager

Winter Break

January 4th

Event Availableto Public onFacebook

Send Invitationsto the members

Jan 13 Event Day

8/4/2019 International Fashion Night

20/28

8. ACTION PLAN:E. SURVEY

20S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

Nov 18 Research Survey best practices First Draft of Survey Form

Nov 21 Approval of Draft from the PublicityCommittee and Project Manager

Nov 22 Final Edit of Survey Form

Jan 12 Printing of Survey Form

Jan 13 Event Day: Request guests tofill in the Survey Form

Jan 14 Survey Data Collection &Data Analysis

Jan 21 Survey Data

& Analysis toOfficers

8/4/2019 International Fashion Night

21/28

Evaluation of effectiveness of campaign1. Positive Public Response

Post Event Survey & Data Analysis

Facebook comments

2. Positive Media Coverage

Spectator article

3. IC Membership Application

4. Increase/Decrease in IC meeting Attendees

9. MEASUREMENT

21S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

NovemberDecember

Janauray

8/4/2019 International Fashion Night

22/28

American Next Top Model. CWTV. 15 November 2010. Web.

Dilshad, Tabish. Personal Interview. 13 November 2010.

Survey Monkey. 21 November 2010. Web.

The International Club Constitution. Seattle University. February2010. Text.

Vanity Fair Magazine.10 November 2010. Web.

10. REFERENCES

22S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

8/4/2019 International Fashion Night

23/28

Hoa DoInternational Club President

[email protected]

FOR MORE INFORMATION

23S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

8/4/2019 International Fashion Night

24/28

FACEBOOK EVENT PAGE

S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

Purpose: To advertise the International Fashion Night and at the same time recruit volunteers

Details: Use short languages and a picture of the model to attract people

Time: Thursday, January 13th at 6:00 pm to 10:00 pm

Location: Student Center 160Seattle University

901 12th AvenueSeattle, WA 98122-1090

Created by: The International Club

More info: What to do on Thursday night? Want to forget about first school assignments and pressures from work?

Mark Your Calendars!The International Club is hosting a stylish and entertaining fashion show

-Come to see your classmates or friends walking as professional models in their traditional clothes- Taste delicious and exotic dishes from all over the world- Stay for after party dancing with the show organizers and your favorite Dj(TBD).***********************************Only for $6**********************************

Purchase tickets at the SU International Student Center, Pavilion 160, Seattle University or at the doors.Interested in volunteering? Contact TabishDilshad: [email protected] more information: Hoa Do: [email protected]

8/4/2019 International Fashion Night

25/28

I. Main Focus

1. Convey IC brand messages

1. Cultural heritage

2. Diversity

3. Young and energetic

2. High quality and professionalism->

i. Ask for profess ional graphic des igner and photographer

ii. Will ing to pay for high qual ity printing

iii. Different looking than other clubs posters

3. Involvement of students-> word of mouths

II. How to execute the ideas

Posters composed of pictures of students models wearing their traditional dresses -> emphasize on both traditional and modern aspectsof the IC

More personal messages: people will recognize the models as their friends, or somebody they have seen around campus -> will be morecurious about the show-> ask ques tions and talk about the show

Ask for help from students-> more students will know about the event and they will tell their friends to attend s ince they designed theposter

Student with experience and skills with graphic design-> looking for students from the Fine Arts department

Work closely with both a graphic designer and a photographer to ensure the requirements

See attached first draft of the poster

INTERNATIONAL FASHION NIGHT POSTER

S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

8/4/2019 International Fashion Night

26/28

I. Focus and Main Ideas1. Illustrate that the show is by students and for students

2. Overall picture of the preparation for the show: all committees engage in the preparation

II. How to execute main ideas

- Preparation of the whole show

- The video will be in 3 parts

Part 1: Meeting of committees chairs to brainstorm ideas and update each other on the process of the show

Part 2: Transition Picture from the photo-shoot for the poster with high-speed musicPart 3: Final product of the preparation: Models cat walking

II. Outline of The Video

PROMOTIONAL VIDEO

S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

Time Action Sound0-0.45 - Chairs of committee meetings

- Engage in the conversations

- Real sound of the meeting: people brainstorming ideas

- Beginning: nice slow music to introduce the show

- At the end: the sounds gradually vanishing

0.45-1.00 - Slide shows of the 10 best pictures from the photo-shoots- With subtitles to introduce the International Fashion Night

- Techno music: a song not that well -known in the US

-1.00-1.30 - Five models cat-walking

- First: focus on their faces

- Second: focus on their bodies

- Third: the whole group standing in line

- Fourth: MC of the show comes in and ask people to come to the show

- First: Slower music

- Second: Faster Music

- Third: Music gradually disappear

MC talks Join IC on January 13th from 6pm at the Student Center

160 for its first signature show- The International Fashion Night

8/4/2019 International Fashion Night

27/28

PaperSurveyI

nternationalFashionNi

ghtJanuary13,

2010

Howwouldyouidentifyyourselfbasedonthecategoriesbelow?(PleaseCheckOne)

FirstYear____

Sophomore____

Junior____

Senior____

Graduate____

Faculty/StaffMember_____

Other(OptionaltoSp

ecify):___________________

_

Howwouldyouidentifyyourselfbasedonthecategoriesbelow?(PleaseCheckOne)

InternationalStuden

t_____

DomesticStudent/

UnitedStatesNational____

Other(OptionaltoSpecify):________

____________

Howdidyoufindou

taboutInternationalFashio

nNight(CheckAllthatApply)

Facebook

____

Flyers_____

Email_

____

UniversityCalendar______

IS

C

Website______

AFriendToldMeAboutIt

_____

HeardAboutitataClubMeeting____

Oth

er

(Pleaselist)_

_____

WhydidyoudecidetoattendInternationalFashionNight(CheckAllthatApply)

InterestintheEvent____

InterestintheTopic

___

__

HaveFun_____

Be

WithFriends_____

InterestedinInternationalIssues_____

ToRela

x_____

ToLearn______

Other____

Pleaserate

theoverallqualityoftheeve

nt?(PleaseCheckOne)

Excellent____

G

ood

____

Average__

__

BelowAverage___

__

Poor_____

Howdid

thisprogram

impactyou?(Ch

eckAllthatApply)

Metnewpeople/madefriends_____

Enhancedyourcollegeexperience_____

Relievedstress______

Learnedsomethingnew___

___

Other_____

This

programhadnoimpactonme

______

Whichpartofthe

program

youenjoyedthem

ost?(CheckAllthatApply)

Fashion_________

Food

___________

Dancing_____________

WouldlikeInternation

alFashionNighttobecomeanannualevent?Yes_____

_

No______

PleaseFeelFreetoProvideAnyWrittenFeedbackontheBackofthisForm

PleaseRememb

erthatYourFeedbackHelp

sImproveICPrograms

PAPER SURVEYINTERNATIONAL FASHION NIGHT JANUARY 13, 2010

S U C M J R 3 7 0 D E C E M B E R 2 0 1 0 F I N A L P R O J E C T

8/4/2019 International Fashion Night

28/28