“ Your Time is Now” Purdue Masters Degree in Strategic Communication
Dec 02, 2014
“ Your Time is Now”
Purdue Masters Degree in Strategic Communication
Introductions
Sarah WartmanAccount Executive
Caitlin Polochak Creative Director
Reid Andrews Copy Director
Marcela PelaezResearch Director
Courtney Quinn Social Media Director Purdue Master s Degree in Strategic
Communication
Overview Demographics Research
Primary & Secondary Plans, Goals, and Objectives Theories Timetable
Phases Tactics Conclusion
Looking towards the future
Purdue Master s Degree in Strategic Communication
Demographics
Juniors & Seniors at Purdue University
-Roughly 1,000 current seniors in Communication
- Majority are Public Relations Majors Those interested in going to grad school
right after college Students who live in the Indianapolis area Students who currently attend college in
Indianapolis
Purdue Master s Degree in Strategic Communication
Purdue Master ‘s Degree in Strategic Communication
Secondary Research
Main competitors: Ball State George Washington West Virginia Gonzaga University of Missouri Drexel University Bellevue University
Purdue Master ‘s Degree in Strategic Communication
Primary Research
Survey 10 Questions 76 respondents (juniors & seniors) 74% Public Relations Majors
Face –to- Face 10 individuals
Purdue Master ‘s Degree in Strategic Communication
# Answer Response %
1 Yes 42 55%
2 No 34 45%
Total 76 100%
Have you considered Graduate school?
Statistic Value
Mean 1.45
Variance 0.25
Standard Deviation
0.50
Total Responses 76
Purdue Master ‘s Degree in Strategic Communication
Have you considered Graduate school? Seniors Only
# Answer Response %
1 Yes 27 64%
2 No 15 36%
Total 42 100%
Statistic Value
Mean 1.36
Variance 0.24
Standard Deviation 0.48
Total Responses 42
Purdue Master ‘s Degree in Strategic Communication
# Answer Response %
1 Financial 48 63%
2 Educational Requirements
12 16%
3 Length of time it will take
24 32%
4 The location 5 7%
What are your biggest concerns regarding graduate school?
Statistic Value
Mean 3.07
Variance 1.40
Standard Deviation 1.18
Total Responses 76
Purdue Master ‘s Degree in Strategic Communication
# Answer Response %
1 1 19 25%
2 2 15 20%
3 3 24 32%
4 4 15 20%
5 5 3 4%
Total 76 100%
Statistic Value
Mean 2.58
Variance 1.39
Standard Deviation 1.18
Total Responses 76
How willing would you be to obtain this degree if the classroom setting was located in
Indianapolis?
Purdue Master ‘s Degree in Strategic Communication
Face-to-Face Interviews
Majority of interviewees were seniors and showed a general interest in graduate school
Were not interested in a program in Indianapolis
Wanted to expand their background
Purdue Master ‘s Degree in Strategic Communication
Plans, Goals,& Objectives
Plan: To use our tactics to reach our target publics
Goal: Make graduate school a priority for Purdue graduates in the Communication Department.
Objective: To inform, create awareness, spark interest and obtain student commitment for the Professional Master’s Program in Strategic Communication.
Purdue Master ‘s Degree in Strategic Communication
Theories 2-Way Symmetrical Model
Two-way communication used to promote a cause, resolve a problem, negotiate and promote an understanding
Agenda Setting Theory Deciding what stories are newsworthy
Source Credibility Theory More likely to be persuaded when source is seen as
credible Public Information Model
Uses one–way communication to give out organizational information
Purdue Master ‘s Degree in Strategic Communication
Snapshot of Communication Plan
Secondary Research Findings
Primary Research
Key Publics Goals/Objectives
Strategies Themes/Messages
Timing
We conducted research to evaluate other university’s masters programs to give Purdue a template to base their new program on.
We conducted surveys in COM classes in order to gauge our publics’ thoughts on graduate school.
Current juniors and seniors in the COMDepartment at Purdue University.
To make our publics aware and spark an interest in the Professional Masters Program in Strategic COM.
Persuade our public that obtaining a Masters through our program would benefit their future.
Messages will be used through identification. We will identify with our audience by using their key values and beliefs in our messages and ads.
Start implementing our tactics in August 2010.Continue to create awareness throughout the academic year.
Purdue Master ‘s Degree in Strategic Communication
Time Table Start implementing our PR tactics in August 2010
August: Post call-out dates in mortar board; send out mailers to potential students.
September: Host call-outs & all promotional tactics begin October: Liberal Arts month: Have booth at LA Professional
Forum November: Master’s Program information& Q/A session with
faculty members December: Application process begins
Continue awareness throughout the academic year. Program will start August 2011.
Purdue Master ‘s Degree in Strategic Communication
General Tactics
Radio Ad Media Advisory Press Release Brochure Business Cards Billboard
*Press Release, Radio Ad, Media Advisory, and Brochure can be found in our manual .
Purdue Master ‘s Degree in Strategic Communication
General Tactics
Full page Ad
Purdue Master ‘s Degree in Strategic Communication
General Tactics
Mailers Front
Purdue Master ‘s Degree in Strategic Communication
General Tactics
Mailers Back
Purdue Master ‘s Degree in Strategic Communication
General Tactics
Website
Purdue Strategic Masters site
Purdue Master ‘s Degree in Strategic Communication
Campus Tactics
Callouts Mortar Board Liberal Arts Events
Job fairs/ speaker sessions Fast Track / Exponent Flyering/ Chalking Grad Fairs Student Organization events.
PRSSA Com Day
Purdue Master ‘s Degree in Strategic Communication
Campus Tactics
Beering TV
Purdue Master ‘s Degree in Strategic Communication
Campus Tactics
Bulletin Boards
Purdue Master ‘s Degree in Strategic Communication
Campus Tactics
Display Cases
Purdue Master ‘s Degree in Strategic Communication
Conclusion
Looking towards the future Key Factors “The direction in which education starts a man
will determine his future in life.”-Plato Emphasizing to students that their time is NOW! Using Purdue’s good reputation to promote this
program Focusing on students from other universities as
well as Purdue’s