MISSISSIPPI COLLEGE ACCELERATED
DEGREE PROGRAM
C AM PA I G N
PL A N BO OK
“THE BRIDGE TO YOUR FUTURE”
MC 621
Dr. Shin
May 8, 2006
J. Mignon Kucia
TABLE OF CONTENTS
EXECUTIVE SUMMARY………… …..…………………….………...3
INTRODUCTION……………………………………………………...5
SITUATIONAL ANALYSIS……………………………………………6
GOALS AND OBJECTIVES………………………………………….13
STRATEGIES…………………………………………………………14
COMMUNICATION………………………………………………….15
TACTICS………………………………………………………………16
EVALUATION………………………………………………………. 18
TIMELINE……………………………………………………………22
BUDGET…………………………………………………………….. 23
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Executive Summary
Mississippi College is a small Christian college in Clinton, Mississippi. Founded in 1906, it is
the state’s first degree-granting institution and enjoys an impressive academic reputation. As
demographics continue to change, the types of students entering college are not the same as
they were twenty years ago. Research suggests that in today’s college classrooms, over 40% of
those attending fall into the category of “non-traditional” students. This category is defined as
students over the age of 25 (Appendix A).
Into this new pool of students, many schools are offering programs designed for
“nontraditional” students. These range from on-site classes to web-based programs. Some of
these are legitimate, for example, Belhaven College Aspire Program (See Appendix B). Others
of these, unfortunately, offer a degree from a “diploma-mill” such as Phoenix On Line.
Mississippi College entered this nontradational market two years ago, offering two
degrees, Business Administration and Accounting, in its Accelerated Degree Program
(MCADP). In an initial client interview with Bebe Garrison, program director for MCAPD, I
learned that as the reputation of the program has grown, more programs have been added and
more students have joined the MCADP. It is into this situation, we offer the following plan of
action. This report presents the plan for a public relations emphasis on the MCADP. In this
plan, we will reach potential and current students of the MCADP and impress upon them the
value of a degree from Mississippi College, The convenient program that makes that degree
attainable and the idea that Mississippi College is the place to complete their degree.
Employing numerous tactics, including interviews, press releases, informational
meetings, surveys, direct mail, radio and television advertising, we will increase both the top of
mind awareness of MCADP, as well as present MCADP as a quality program from which a
degree is a bridge to a brighter future. Using this theme, we will promote the bridge concept to
prospects, adults 25+ in the Jackson Metro Area.
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In an effort to retain current students and to increase their level of satisfaction, we will
utilize a survey (Appendix C). The main purposes of this plan will be to increase student
satisfaction and other perceptions of the MCADP, and to measure reaction to different options
regarding the timing of degree offerings.
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I N T R OD U C T I ON
MISSION STATEMENT
Mississippi College seeks to be a university recognized for academic
excellence and a commitment to the cause of Christ…
MC TOMAHAWK, 2005
(APPENDIX D)
FOCUS FOR THIS CAMPAIGN WILL BE ON “ACADEMIC EXCELLENCE” FOR
NONTRADITIONAL STUDENTS.
PROBLEM STATEMENT
Mississippi College Advanced Degree Program is currently perceived as an
expensive, isolated program. It is not currently marketing itself as a
“nontraditional school” with an excellent academic program. We seek to increase
enrollment by 20% in twelve months.
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SITUATIONAL ANALYSIS
SITUATION
An analysis of the situation of which MCADP is currently a part is in a process of
evolution. Research on the “traditional” student shows that the students sitting in our
classroom are more and more “nontraditional” (Appendix A & E). As America continues to
“gray” and the family structure shifts (Appendix F & G), a variety of students will seek
opportunities to make significant life changes. One of these changes often includes returning to
college to either complete an unfinished degree, to start a new degree or even to seek alternate
degrees.
An informal analysis of publications in the Jackson Metro area revealed that, although
MCADP has a presence (Appendix F), that presence is less impressive than that of other local
options. The placement, style, and frequency of Belhaven’s Aspire Program materials as
compared to those currently used by MCADP, (Appendix B & H) make a stronger statement
to potential students. A fresh, active approach to this type of publicity is needed.
Another opportunity for MCADP is in the use of the Internet. A brief survey of the site on
the web for “nontraditional” student revealed some disturbing, yet not surprising, results. While
some of the programs available are probably legitimate, many of them fall into the category of
“diploma mills”. Although many students are wise enough to avoid the fraudulent sites, we
should do more to emphasize the “excellence” of MCADP and the intrinsic value of a degree
from a locally-recognized college.
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ORGANIZATION
INTERNAL:
STRENGTHS:

Support from administration

SACS accreditation

Location
North campus classes have been added to further accommodate students. The classes
are held in Madison at Broadmoor Baptist Church. Students may choose to attend one
campus or combine locations to best fit their needs. These classes meet at the same
time periods but on both Tuesday and Thursday evenings. Each class meets twice
weekly.


Solid academic reputation
Degree Offerings
Mississippi College ADP offers degrees which are widely sought by students. These
include Bachelor’s Degrees in Business Administration, Accounting, Marketing, and
Public Relations Degree.

Schedule
Mississippi College ADP is designed to fit the time constraints of individuals with fulltime jobs and families. The program has 8-week sessions for all courses required in the
major. Clinton campus classes meet on both Monday and Thursday evenings from 5:30
– 7:40 p.m. and 7:50 – 10:00 p.m.
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
Time
Students may earn a degree in Business Administration, Accounting, Marketing, or
Public Relations. Students can earn 30 or more hours a year toward their major
attending Fall, Spring and Summer sessions.

Individual results
Students are graded on their own merit and work. Although individual classes may
incorporate group work, it is not a component of all classes as it is in other programs.
Students control their own grades.

“Real Professors”
Classes are taught by qualified full-time Mississippi College faculty. Other programs
incorporate classes taught by community professional who may or may not be skilled in
the area of adult education. Students will learn from faculty, not students.
WEAKNESSES:

Classroom space

Perception of high costs

Fewer degree programs and levels offered at MC than by Belhaven

Perception of closed Environment

Public perception of cost is that MC ADP is too expensive. While the cost per hour
exceeds that of public institutions, many students are eligible for federal or employer
financial aid.
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EXTERNAL :
OPPORTUNITIES

Portray MC as adult friendly environment

MCDP will benefit from increased course offerings to meet the demands of a more
diverse student body. Offering more section and classes will increase flexibility for
students. This is especially important to students with jobs and families.

MC ADP will enhance its attractiveness to prospective students by increasing the
number of degree programs offered.

Increasing employer involvement will help potential students in two ways. First, often
students are reimbursed for classed in which they earn a “B”. By increasing the
involvement of employers, the number of students given this incentive would likely
increase.

An effort to increase the ethnic diversity in the nontraditional population would
enhance enrollment figures.

Increase student retention by offering flexibility of schedule and attempting to identify
struggling students who may be at risk of dropping out or giving up. Often, these
students need a little help and a lot of confidence.

Increase student satisfaction by responding to needs and concerns expressed in
feedback. (Appendix C). All of the concerns may not be fixed, but where something is
addressed, the student’s need to be aware of the changes.
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THREATS:

Faculty who devalue program

Belhaven Aspire Program is our main local competition.

Tuition and Expenses

On-line degree programs are a temptation to many students who are looking for a
quick fix to their educational dilemma. We will face the struggle of trying to convince
them of the value of an MC education despite the higher cost and longer time frame in
which they can complete a degree.

Student Retention is an issue in this program. We are faced with keeping the student
in classes and performing at an acceptable level

We also deal with the issue of finding faculty to cover these classes.

We must increase our offerings or we will lose students to other programs.
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PUBLICS
In an attempt to understand the publics for the MCADP, we used focus groups, interviews,
a student survey (Appendix C) as well as psychographic and demographic descriptions of “nontraditional” student found on the Internet (Appendix A & E). Based on these analyses, we have
identified the following publics for MCADP.

Key Public – Based on the information we retrieved, MCADP’s primary public
consists of males and females living in the counties of Rankin, Madison and Hinds.
They are 25+ years old and are employed in either administrative, blue collar or service
positions. They also may be stay at home moms. They have completed high school and
perhaps one to two years of college.
Some of the specific demographic characteristics of our primary audience,
according to a study done by the Marketing Department at Mississippi College, include:
Demographics –
(From Survey - Appendix I)
59% under 35
41% over 35
67% Female
33% Male
58% Caucasian
38% African American
Median income 35k-74k
Little or no college
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
Intercessory Public – Based on the information gleaned from our research, the
potential student’s direct supervisor can play an influential role in helping a prospect to
return to school.

Informal Opinion Leader – These are shown to be siblings, spouses, parents and
coworkers of the prospects. Often these have completed a degree and are encouraging
others to do the same. One particular group includes those who have graduated from
MCADP and are using their degree in an exciting way.
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G OA L S A N D OB J E C T I V E S
Goal: To increase the awareness of the MCADP and to emphasize that a degree
is both valuable and attainable
Informational Objective
# 1 - Increase awareness of MCADP by 25% in 12 months.
# 2 - To enhance top of mind awareness of MCAPD as a viable
alternative to at least 25% of adults in the Metro Jackson
area in 12 months.
Motivational Objective
# 3 - To increase participation in informational meetings by 10%
each semester.
# 4 - To add 7 new non-traditional students per term.
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S tr a te g y

By using a combination of television, radio, newspaper and local magazines, we will
raise the level of awareness 25% based on established benchmark (Appendix I)) about the
MCADP in the minds of adults 25+ in the metro area.

Employing Bandura’s Social Learning Theory combined with Festinger’s Cognitive
Dissonance Theory, we will attempt to create a desire for a change (Cognitive Dissonance)
and will exhibit (Social learning) positive action (returning to school) as a way to balance the
cognitive dissonance.

These suggestions are based on research presented earlier (Appendix A & E) which
suggests that many individuals in the target group are looking for new ways to improve
their lives. Offering them a challenge to look at their lives and determine if they like what
they see may well cause some discomfort if they are not where they thought they would be
at this point in their life.

Additionally, using success stories of graduates from the program, we can employ
Bandura’s theory which suggests that people who see others exhibit a certain behavior and
receive a positive outcome are likely to exhibit similar behaviors.
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C o m m un i c a t i o n
Theme: A degree from MC is a valuable, attainable goal.
Messages:
It
is time for a change
You
can change your life with a degree from MCADP
You
can afford to attend MCADP
We
provide an adult-friendly program to help you succeed
We
want you to be satisfied in the MCADP
Channels
News
media
Events
In
person communication
Advertising
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Ta c t i c s
Tactic
#1 - News Releases regarding various school events. This will address Goals # 1 &
2. These releases will be sent to Metro area daily and weekly newspapers (Appendix O). They
will be used to create Top Of Mind Awareness (TOMA) in the minds of the individual who
read the news. We will also distribute news releases to the hometown weekly newspapers of
MCADP students whose grades place them on the dean’s list. (Sample Appendix J).
Tactic #2 - TV spots to activate. These are spots to remind potential students about the
informational meetings and registration. They will be flighted to match registration times. They
will be aired during the 7-9 morning news rotation on two metro network affiliates (Appendix
O). Pricing and demographic profiles will determine selection of stations for each flight. This
tactic will address Goals # 3 & 4.
Tactic # 3 - Radio spots to create awareness (:10 & :30) These will serve both TOMA and
activation goals. Since radio is relatively inexpensive, we will use longer flights and more
frequency for this tactic. This will address Goals # 1 – 4. (Station List Appendix O).
Tactic # 4 - Interviews on local radio morning drive. Using Festinger’s Cognitive dissonance
theory, the idea is to catch people in the morning as they drive to a job they may not be happy
with. As they contemplate their options, they will hear from people who have been where they
are and be inclined to learn more. This will address Goals #1-4. The stations chosen will be the
ones who will allow us to visit with the morning drive talent (List Appendix O).
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Tactic # 5 - Newspaper stories featuring graduates of MCADP who have had success using
their degree (Appendix K). This will employ Bandura’s Social Learning Theory and address
Goals 1 & 2. These will be sent to local weekly newspapers (Appendix P).
Tactic # 6 - Public Service Announcements These will be sent to coincide with the
registration cycle three times a year. They will be sent to a media list including all radio and
television stations (Appendix O & P) in the Metro Area as well as newspaper contacts (Sample
Appendix L). This will address Goals 3 & 4.
Tactic # 7 - Brochures Brochures will be placed in the places of business where the
employees are offered tuition reimbursement for tuition, local unemployment offices and
offered to area churches. Additionally, they will be distributes at MACDP informational
meetings. They are designed to appeal to the imbalance potential students may feel with their
current situation and their goals. These will address goals 1-4. (See sample Appendix M).
Tactic # 8 - Bookmarks. These are reminders for distribution in unemployment offices,
churches and libraries in the Metro Area. They are designed to keep the name of the program
ant the logo in the public eye. This is an inexpensive way to keep the MCADP name in the
minds of potential students. These will address goals 1& 2.
Tactic # 9 - T-shirts. These will be distributed to potential students attending the
informational meetings. The t-shirts will be a way to remind the prospect who receives it of
MCAPD. Additionally, it will create brand awareness as other’s see the logo.. This will address
Goals 1&2. (See Sample Appendix N).
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Tactic # 10 - Bulletin Boards These will be placed in buildings used by MCADP classes.
They will feature successful graduates of the program. They will be designed to address goals 14. They will increase awareness in the minds of traditional students and it will spur on those
students in MCADP who may need encouragement.
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E va l u a t i o n o f S t r a te g i c P l a n
Goal: To increase the awareness of the MCADP and to emphasize that a degree is both
valuable and attainable
Implementation Evaluation
Tactic # 1 - Press releases
Designed to support goals 1 & 2
We will evaluate monthly to determine success in meeting this objective. We will determine the
number of press releases sent out and determine the number of calls for information generated.
After six months, we will again use the survey instrument to determine if there is a change in
TOMA. We will consider a total of six area-wide press releases per month acceptable.
Tactic # 2 - TV spots
Designed to support goals 3 & 4
We will evaluate the response after each flight to determine if the flight pattern was effective.
We will determine our time placement during to rotation to determine if we were well-placed.
Additionally, we will monitor calls and ask attendees at the informational meetings where (or if)
they saw the spot. We will consider this tactic successful if 30% of attendees report seeing the
advertisement. this will be done with each flight cycle.
Tactic # 3 - Radio spots
Designed to support goals 3 & 4
We will evaluate the response after each flight to determine if the flight pattern was effective.
We will determine our time placement during the day to determine if we were well-placed.
Additionally, we will monitor calls and ask attendees at the informational meetings where (or if)
they heard the spot. We will consider this tactic successful if 50% of attendees and callers
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report hearing the advertisement. This will be done with each flight cycle.
Tactic # 4 - Radio interviews
Designed to support goals 1, 2, 3 & 4
We will attempt to have a representative on all stations with which we have placed advertising.
The ideal placement will be on Monday morning. We will consider this tactic effective if we
have at least five minutes on each station from whom we purchased advertising time.
Tactic # 5 – Newspaper Stories
Designed to support goal 1 & 2
We will create and distribute newspaper stories featuring our graduates. We will disseminate
them to all newspapers in the metro area. We will create two stories from each graduating class.
We will consider this tactic successful if one story is used in five newspapers per term.
Tactic # 6 – Public Service Announcements
Designed to support goal 3 & 4
We will send PSA’s to radio, newspaper and television outlets. Since the broadcast operations
are not required to keep record of PSA’s, the only solid information we will have regarding
success will come from clipping services. If these PSA result in thirty mentions per cycle, we
will consider this tactic a success.
Tactic # 7 - Brochures
Designed to support goals 1 & 2
Brochures will be distributed to libraries, unemployment offices and churches. We will keep
these locations stocked monthly. We will produce 2,000 brochures for distribution.
Tactic # 8 - Bookmarks
Designed to support goal 1 & 2
Bookmarks will be distributed to libraries, unemployment offices and churches. We will keep
these locations stocked monthly. We will produce 3,000 bookmarks for distribution.
Tactic # 9 – T-shirts
Designed to support goals 1 -4
T-shirts will be distributed to interested prospects attending informational meetings each term.
We will purchase 500 t-shirts for the campaign.
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Tactic # 10 - Bulletin boards
Designed to supports goals 1-4
Bulletin boards will be designed to attract interest and to create excitement among current
students. These boards will be changed and updated on a monthly basis.
Summative Evaluation
If there is a 20% increase in TOMA after 12 months, we will consider the program a success.

If there are 10 new students for three consecutive terms, we will consider the program a

success.
Additionally, we will document actual media output to evaluate program.

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Timeline
June
July
Secondary/Bac xxx
kground
Research
Plan and
x xx
conduct focus
groups
Plan and
conduct survey
Develop plan xxx
xxx
Meet with
student groups
Schedule Media
interviews and
student talks
Place ads
xxx
Sept.
Oct.
Nov. Dec. Jan. Feb. March
April
xxx
xxx
xxx
xxx
xxx
xxx
x
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xx x
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx
May
xxx
xxx
Create and mail
PSA’s
Distribute
Brochures
Distribute Tshirts
Distribute
Bookmarks
Evaluation
Aug.
xxx xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx xxx
xxx
xxx
xxx
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B u dg e t
Personnel Costs
 The use of a PR class for some of the leg work will lower
these costs.


Office personnel will create and mail letters and handle
mailing of newsletters.
We will use a student contest for the bulletin boards,
posters, and bookmarks.
POSTAGE…………………………………………………………….. $500.00
T-SHIRTS (100 X 3.95)…………………………………………….. ….$395.00
PRINTING
Brochures (2000 X .60)…………………………………………….$1,200.00
Bookmarks (3000 X 10)…………………………………………….$300.00
ADVERTISING
RADIO - Local Country and Urban Stations (Appendix K)
:30……………………………………………………………..$2,400.00
:10………………………………………………………….….$1,200
(Scripts: Appendix L)
TELEVISION – Local broadcast affiliates (Appendix K)
: 30…………………………………………………………..…$4,600
(Scripts: Appendix M)
PRINT
WEEKLY NEWSPAPERS……………………………………$5,800.00
MONTHLY LOCAL MAGAZINES………………………… $3,000
(Sample: Appendix N)
MISC………………………………………………………………$2,000
TOTAL……………………………………………………………$21,395
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