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Campus Communication Campaign

for Seattle University Commuter Students

Prepared by: Christine Shih and Hoa Do Due: Monday, March 14th 2011

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Plan outline

1.

Context Target Audience Research Situation analysis & SWOT

2.

3.

4.

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1.Context

77% of the total SU student population live off-campus and 59% (2500 students) undergrads live offcampus. Commuter students arent as likely to go to late night school events due to transportation issues Nighthawk offers transportation to commuter students if they sign up a week in advance

2. Situation Analysis & SWOT

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trengths

pportunities

partners with other clubs Large amount of events are support from ASSU already open to commuter student government students Financial support from A large number of students other departments and organizations

3. Situation Analysis & SWOT

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eaknesses

hreats

Lack of SU school spirit Commuter students do not spend a lot of time on campus -> different publicity strategy

Its difficult to get commuter students to be excited about school events because they are unaware of what activities are happening.

4. Goals & SMART Objectives

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Goal Increase number of commuter students participation in on campus events by 50% by the end of 2011/2012 school year

5. Market & Niche audience

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Inner Circle Outer Circle

6. Strategies & Tactics

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Strategie s
1.

Conduct a

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7. MESSAGE PLAN
I. KEY MESSAGES

Getting involved helps students become more prepared for their future Being involved creates more school spirit and school pride Attending more school events can make the college experience more meaningful and enjoyable

9. MESSAGE PLAN
II. PROOF POINTS

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Student survey indicates that freshmen who lived on campus were more involved in SU events than those were never lived on campus. They also have more school pride and enjoys being on campus after classes.

"Post high school extracurricular can be beneficial, as individuals develop enhanced skills that would promote college success. For example, they can develop increased emotional regulation, teamwork, social skills, and interpersonal involvement (e.g. Hansen & Larson 2007).

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9. MESSAGE PLAN
II. PROOFPOINTS Personal interviews with SU commuter I dont want to go to astudents lot of the school events because I
dont want to walk to school or take the bus late at night. Josh Mcgarand (Junior) If the school offers a shuttle to take me somewhere closer to home than the public bus than I would definitely take advantage of this service Kelli Chan (Senior) When I still lived in the dorms I went to a lot of school events because it was so close to me but now that I moved off campus, I only go to the events in between my classes because I dont feel safe going home late on the bus Joyce Nguyen (Junior)

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MESSAGE PLAN
III. SOUNDBITES

Be a commuter not a stranger Being a part of a school doesnt mean you actually have to be in school We want all of our students to think of Seattle University as a second home

4/21/12 Tactic 1. Promotional Video Advertising Brief

Problem: Increase the number of commuter students involvement on campus Promise: Our advertising video will highlight the advantages of being a part of the school community Reason: Commuter students are not involved in school activities because many dont have a easy way of transportation. Tone: motivational and somewhat emotional

Promotional Video

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I. Focus and Main Ideas 1. Illustrate how important it is to be involved in school at the job interview

PROMOTIONAL VIDEO

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http://www.youtube.com/watch?v=N2QtQhX4T-Q

Tactic4/21/12 2. Press Releases

Overview On The Spectators Newspaper
_ our press release will announce the new commuter shuttle services partnering with Nighthawk and the Commuter Center

See attached separated document

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PRESS RELEASE

See Attached

4/21/12 Tactic 3: Social Media

- Social media is a powerful tool for students this generation to connect with each other. It is also the easiest way to inform students with upcoming events. Facebook Twitter

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FACEBOOK

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TWITTER

For More Information

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Christine Shih
shihc1@seatteu.edu

Hoa Do
doh1@seattleu.edu 206-227-8154