summer
@Baylor
Baylor University Summer School
Advertising Campaign
Marketing 3320, Fall 2011
Developed by: Mandi Clark, Layne Hancock, Rachel Moorman,
Meghan Murphy, and Rebekah Radney
TABLE OF CONTENTS
Executive Summary
3
Environmental Analysis
4
Target Market
5
Campaign Objectives
6
Media Plan
7
Community Event Plan
8
Media Calendar
9
Budget
10
Message Strategy
11
Campaign Evaluation
12
Creative Executions
Posters/Print Ads
13
Screen Saver
16
Postcard/Handout
18
T-shirt/Pen
19
Fill-in-the-details Flyer
20
summer
@Baylor 2
EXECUTIVE SUMMARY
;OPZJHTWHPNU^HZJYLH[LKMVY+Y9LHNHU9HTZV^LY]PJLWYLZPKLU[MVYÄUHUJLHKTPUPZ[YH[PVUHUK[OL6WLYHtions Department at Baylor University to combat the steady decrease since the 1980s in summer school attendance, despite the relatively increasing rate of delayed graduation.
The target audience will consist of mainly students who could attend summer school, as well as their parents or
families who could encourage their enrollment and potentially pay their tuition.
The client’s objectives include the following:
‹Increase awareness
‹Early strategic academic planning
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‹Fundamental need for lower level course success
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‹Better utilization of campus assets
The campaign will aim to meet many of these objectives, and establish clear strategies to do so, primarily through
on-campus advertising methods to present a clear message and consistent brand related to summer school. In
order to combat negative responses toward the phrase “summer school,” this will be re-branded as “Summer@
Baylor,” to provide a more neutral image.
summer
@Baylor 3
ENVIRONMENTAL ANALYSIS
STRENGTHS
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graduation plan
‹Educational advantage over community
colleges.
‹Professor-student networking critical for future
job placement, recommendations
‹Guaranteed credit, without red tape, lengthy
permits, waivers to maneuver
‹Social familiarity with teachers, friends, Waco
‹Students easily accessible for advertising
feedback, interaction
WEAKNESSES
‹Higher prices, inadequate scholarship
opportunities (biggest competitive disadvantage)
‹Limited jobs and internships in Waco during the
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stay at Baylor
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students from full advantage of both programs
‹Limited amount of classes offered; most popular
(or needed) summer school classes aren’t
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elsewhere
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information
‹Campus advertising non-existent; awareness
high, but necessary details vague, cluttered
‹Additional separation from family; distance
between home and Waco (very subjective)
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‹Nearly all students actively desire to graduate
early/on time
‹Most students have friends who remain in Waco
for summer
‹Several students have perception of more
manageable schoolwork, teacher availability
during summer
‹All credit hours earned are for high quality
courses
THREATS
‹Economic downturn: decrease in job
opportunities changes student attitudes toward
four-year graduation outlook
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mental toll on students; perceived necessity of
vacation, time to unwind much more attractive
than planning to get ahead in school
‹Misconception that since summer classes
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abbreviated (May be true in some cases, but
majority of students care about attaining those
credit hours)
‹Returning home to family an unpredictable factor
(Parents can pressure kids to return home)
‹Internships, jobs invaluable for graduating
student’s resume (Nearly every company hires
interns, employees for at least the full summer,
never just three weeks)
summer
@Baylor 4
TARGET MARKET
This campaign is unique because its advertisers have a great advantage; they are the target market. Their
demographic cares and is involved in this domain, clearly displayed by the extensive curiosity, passion, and idea
generation spawned by Dr. Ramsower’s visit to the class. What was for the rest of the year an extremely shy and
quiet classroom eagerly wanted to be heard on this subject matter.
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government payments vs. personal payment):
‹Incoming Baylor Freshmen who are less likely have a four-year plan
‹Sophomores who don’t anticipate any need for summer school
‹Panicking Juniors who are falling behind their needed hours
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that for this audience, the preferred method of delivery was postcard or email, and many parents are wary to push
their kids toward summer school.
The primary research also showed that price was the number one factor for each and every student surveyed.
This includes the Qualtrics online survey conducted in spring 2011 (1.8 ranking out of 6 possible factors). The
study was followed by this conclusion:
“When considering summer school options with getting ‘the best education’ coming in second
[factor]… Students want a quality education, but do not see the value in choosing Baylor’s
Summer School over community college and other options. However, students who have chosen
that route expressed regret.”
Students at Baylor are currently receiving a quality education and will one day receive a quality degree. However,
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TH`OH]LL_WYLZZLKYLNYL[PU[LYTZVMSH[LYKPMÄJ\S[`PU\WWLYSL]LSJSHZZLZI\[UVZ[\KLU[YLNYL[ZZH]PUNTVUL`
This situation was likened to the illustration of a runner in a race. Baylor can give a student runner all the tools and
information (shoes & uniform) needed to run; the runner may clear some small hurdles (separation from family) or
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OPTHUK[OLÄUPZOSPULZ\TTLYZJOVVSLUYVSSTLU[;OPZJHTWHPNUJHUHZZPZ[HUKLUHISLZ[\KLU[Z[VV]LYJVTL
[OLO\YKSLZI\[HZPNUPÄJHU[HUKSHZ[PUNPUJYLHZLPULUYVSSTLU[^VU»[VJJ\Y^P[OV\[ZVTLHKQ\Z[TLU[[VWYPJL
The Big Hurdles
‹Late release of summer courses offered
‹Absence of internships
‹Lost time at home
‹Advisors’ lack of immediate knowledge/helpfulness
‹Advising system hiccups after freshman year
(transition into colleges, new advisors, and even
further student-advisor turnover)
The Smaller Hurdles
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‹Students unaware that extra semesters costs salary
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BearWeb
‹If students aren’t considering summer school,
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‹Extreme draw towards study abroad
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Despite the hurdles, this campaign will attempt to intrigue the audience into taking action to determine whether
summer school is a necessity for them.
summer
@Baylor 5
CAMPAIGN OBJECTIVES
STUDENT AWARENESS
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‹50% increase in student enrollment by summer 2015
‹:[\KLU[HWWYV]HSYH[PUNVMMVY)H`SVY:\TTLY:JOVVSWYPJPUN
EARLY STRATEGIC ACADEMIC PLANNING
‹Increase in strategic planning rates for Freshman and Sophomores, measured by…
‹Simple advisor rating evaluations
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Spring)
‹Social & career development measured by attendance to PDP or seminar events
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‹Class quality measured by student/teacher evaluations
‹Strong foundation in lower level courses emphasized by teachers and advisors
‹Increased amount of basic classes offered
‹Increase in number of early graduates
summer
@Baylor 6
MEDIA PLAN
The following media tactics will be used to garner attention for Summer@Baylor, provide information for students
and meet campaign objectives.
LARIAT ADS & INSERTS ($10,680)
‹Commonly used for local and on-campus
advertising
‹Circulation of 7,000/issue
‹Directly targets students
‹3rd in the state of Texas
‹Easily spreads the word about campus functions,
sporting events, athletes, etc.
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‹Form of continual advertising
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‹Will be distributed free at events, tables
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‹Wacoan, Baylor Magazine, Waco Today
‹Many student readers, dropped at locations
students frequent
‹Different magazines with varying levels of
readership
BANNERS ($600)
‹Attention getting
‹Students more likely to pay attention to them
‹Mainly informational, used primarily for event
promotion
76:;,9: ‹Need to be atypical, very loud, major objects
‹Less information driven than attention grabbing,
preferably with few words
‹Color is essential, very little copy
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SCREEN SAVERS (FREE)
‹Students see these in passing, but often are
logging onto the computer by the time they are
up close enough to read more than a headline
‹Must be short, sweet, ads primarily aimed at
arousing curiosity
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‹Reaches a captive audience, population of mostly
freshmen
‹Slideshow gives something for students to look at
while waiting
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‹Set-up in the BSB, SUB, Waco Hall lobby after
Chapel and Burleson Quad
‹Flyers and other informational materials can be
given
‹Representative available to talk with interested
students (can increase likelihood of participation)
‹Limited hours
‹Set up at practical times so students can visit
206:2:
‹Displays provide information on what courses are
offered for degree plans, suggested sequencing
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‹Easy and effective; creates awareness for
‹Promote courses through verbal messages in
students who walk through the main halls
class
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‹Emails to their students
Schaefer, Castellaw (2), Rogers, Social Work, BSB
‹Pre-designed Summer@Baylor posters hung
(2), Carroll Science, McCrary, FCS, Sid Rich, Tidwell
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handed out in classes
‹Guaranteed to be seen
‹Mostly used for Baylor Athletics sponsor
promotion
‹Large student population, but also many locals
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summer
@Baylor 7
COMMUNITY EVENT PLAN
+97,77,9/6<9(Free)
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representatives from each college or school will be available to communicate with students about their current
status in relation to their graduation time. Laptops will be available so students can look up their degree audit right
there and discuss their options with the representative from their college or school.
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‹Two in the spring (February & April)
‹Summer@Baylor shirts and pens distributed
‹Postcard handout provides opportunity for students unwilling to stay and meet with a representative to
calculate their need for summer courses
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summer school experiences
‹Advertising prior to event: Posters, Facebook event, @BaylorProud Twitter, Horizon e-mail, direct emails if
possible, Lariat ads
70AA(,=,5;: ($5,120)
The secondary community event for Summer@Baylor is a lunch-time free pizza offering that will allow students to
meet with advising staff while receiving a free lunch. This will work much like the Dr. Pepper Hour events, but may
draw more upperclassmen or students who have class during Dr. Pepper Hour.
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‹3 advisors present, each with a laptop
‹Postcard handout provides opportunity for students unwilling to stay and meet with a representative to
calculate their need for summer courses; given before student receives pizza
‹Held in academic buildings
‹11 am-2 pm, Monday & Tuesday at Hankamer and BSB
‹11 am-2 pm, Wednesday & Thursday at Castellaw and Burleson Quad
summer
@Baylor 8
MEDIA CALENDAR
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JANUARY
17 - SUB/BSB/Chapel/Quad Tables
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19 - Lariat Ad (1/8 page)
2 - Dr. Pepper Hour Banner
20 - Lariat Ad (1/8 page)
7 - Posters
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6*;6),9
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1 - Posters
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17 - Lariat Ad (1/8 page)
8 - Advising Banner
19 - Lariat Ad (1/8 page)
APRIL
10 - Lariat Ad (1/8 page)
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11 - Baylor Magazine Ad (Full page)
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15 - Lariat Insert
28 - SUB/BSB/Chapel/Quad Tables
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16 - Lariat Ad (1/8 page)
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FEBRUARY
17 - Lariat Ad (1/8 page)
9 - Lariat Ad (1/8 page)
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22 - Lariat Insert
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2 - Waco Today Ad (1/3 page)
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28 - Pizza Event (HSB & BSB)
15 - Baylor Magazine
11 - SUB/BSB/Chapel/Quad Tables
29 - Pizza Event (HSB & BSB)
16 - Lariat Ad (1/8 page)
3HYPH[(KWHNL
30 - Pizza Event (Castellaw & Quad)
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19 - Dr. Pepper Hour Banner
31 - Pizza Event (Castellaw & Quad)
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22 - Lariat Ad (1/8 page)
6 - Baylor Magazine Ad
25 - SUB/BSB/Chapel/Quad Tables
MAY
7 - Lariat Ad (1/8 page)
26 - Dr. Pepper Hour Event
>HJVHU(KWHNL
8 - Waco Today Ad (1/3 page)
3HYPH[(KWHNL
10 - Lariat Ad (1/8 page)
3HYPH[(KWHNL
12 - Lariat Ad (1/8 page)
28 - SUB/BSB/Chapel/Quad Tables
15 - Lariat Ad (1/8 page)
MARCH
18 - Lariat Ad (1/8 page)
>HJVHU(KWHNL
20 - Lariat Ad (1/8 page)
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22 - Scoreboard Ad (Football)
6 - Lariat Insert
26 - Lariat Ad (1/8 page)
3HYPH[(KWHNL
29 - Lariat Ad (1/8 page)
8 - Waco Today Ad (1/3 page)
DECEMBER
10 - SUB/BSB/Chapel/Quad Tables
>HJVHU(KWHNL
3HYPH[(KWHNL
2 - Lariat Ad (1/8 page)
11 - Pizza Event (HSB & BSB)
3 - Lariat Ad (1/8 page)
12 - Advising Banner
3HYPH[(KWHNL
12 - Pizza Event (HSB & BSB)
5 - Lariat Ad (1/8 page)
13 - Lariat Insert
6 - Waco Today (1/3 page)
13 - Pizza Event (Castellaw & Quad)
12 - Baylor Magazine (Full page)
SEPTEMBER
6 - Waco Today Ad (1/3 page)
17 - Dr. Pepper Hour Banner
26 - Dr. Pepper Hour Event
summer
@Baylor 9
BUDGET
ITEM
COST
DESCRIPTION
Lariat Advertising
$ 9,180.00 WHNLHKZWHNLHKZWLY`LHYH[LHJO
respectively. 24 x $255 = $6,120; 24 x $127.50 = $3,060
Lariat Inserts
$ 1,500.00 PUZLY[ZHUK^LLRZWYPVY[VHK]PZPUNLHJOZLTLZ[LYH[WLY
insert with a circulation of 5,000. 4 x $375 = $1,500
Apparel
$ 3,500.00 500 Summer@Baylor logo shirts at $7 each. 500 x $7 = $3,500
Promotional Pens
$
Pizza Events
$ 5,120.00 WPaaHWLYL]LU[SVJH[PVUH[LHJO"L]LU[ZMVYLHJOVMSVJH[PVUZ`PLSKZL]LU[SVJH[PVUZYLX\PYPUNWPaaHZ640 x $8 = $5,120
Local Magazine Ads
$ 4,380.00 >HJVHUHKZWHNLHKZWLY`LHYH[ >HJV;VKH`
WHNLHKZWLY`LHYH[)H`SVY4HNHaPULWHNLHKZWLY`LHYH[
no charge. 6 x $395 = $2,370; 6 x $410 = $2,460
Banners
$
600.00 2 for Dr. Pepper Hour event and 2 during week before advising at $150
each. 4 x $150 = $600
Kiosks
$
560.00 RPVZRZPUKPMMLYLU[I\PSKPUNZH[LHJO14 x $40 = $560
Scoreboards
$
500.00 20-second commercial to be played at sporting events for $500 production fee.
Posters
$
Screen Savers
$
0.00 Screen saver slide posted by ITS department on computers across
campus.
Chapel Slides
$
0.00 Screen saver slide posted in pre-chapel slideshow.
Tables in BSB/SUB/
Chapel Lobby/Quad
$
0.00 Advising staff talking with students about summer school in weeks prior
to advising.
Individual Professors
$
0.00 7YVMLZZVYZÄSSPUNPUKL[HPSZHIV\[[OLPYZ\TTLYJSHZZVMMLYPUNZPUWYL
KLZPNULKÅ`LY[VWHZZHYV\UK[OLPYJSHZZYVVTZHUKOHUN\WPU[OLPY
buildings.
TOTAL
130.00 500 Summer@Baylor logo pens for $.26 each. 500 x $.26 = $130
19.20 120 glossy card stock 11”x17” posters printed in Baylor Copy Center at
$.16 each. 120 x $.16 = $19.20
$25,489.20 Our campaign comes in $124,510.80 under budget.*
*It is recommended that Baylor use all or some of the remaining
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summer
@Baylor 10
MESSAGE STRATEGY
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In order to avoid the negative connotation associated with summer school, it will be referred to only as Summer@
Baylor. This sounds more appealing and will not bring up previous responses to the idea of summer school.
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The campaign will emphasize that Summer@Baylor will help students meet goals, such as:
‹Catching up on credit hours
‹Getting hard classes out of the way
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‹Ease the semester workload
‹“Will you graduate on time?” proliferation
This campaign will provide many opportunities to communicate the message to the target audience because of
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Baylor include:
‹Ability to provide superior quality courses relative to competitors
‹Smaller class sizes allowing for better student-to-professor interaction
‹More affordable tuition saves money long-term
‹Assurance of on-time graduation
summer
@Baylor 11
CAMPAIGN EVALUATION
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the original objectives created. The following questions should be answered:
STUDENT AWARENESS
1. >HZ[OLYLHUV]LYHSSPUJYLHZLPUHSSHZWLJ[ZVMZ\TTLYZJOVVSTLHZ\YLKI`8\HS[YPJZZ\Y]L`&
2. In 2015, is there a 50% increase in student enrollment since summer 2011?
3. /HZ[OLZ[\KLU[HWWYV]HSYH[PUNPUJYLHZLK[VMVY)H`SVY:\TTLY:JOVVSWYPJPUN&
EARLY STRATEGIC ACADEMIC PLANNING
1. Has there been an increase in strategic planning rates for freshman and sophomores? This will be
measured by:
‹Advisor rating evaluations
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6J[VILYPU[OL-HSSHUK4HYJOPU[OL:WYPUN
‹Social & career development measured by attendance to PDP or seminar events
*6:;),5,-0;(5(3@:0:+0(36.<,
1. Do students see better class quality at Baylor? (Student/teacher evaluations should ask this
provide data.)
2. Are teachers and advisors emphasizing a strong foundation in lower level courses?
3. Is there an increased amount of basic classes offered?
Is there an increase in number of early graduates?
question to
If these questions are mostly answered positively, the campaign has been successful. Those questions that
HYLHUZ^LYLKULNH[P]LS`ZOV\SKILHZ[HY[PUNWVPU[MVYUL^VYYLPTWSLTLU[LK[HJ[PJZHM[LY[OLÄYZ[`LHYVM[OL
campaign has run.
summer
@Baylor 12
CREATIVE EXECUTIONS
Posters/Print Ads
?
Will you
graduate
on time
*VTLÄUKV\[
Tuesday, Feb. 7
at Dr. Pepper Hour!
summer
@Baylor
baylor.edu/summer
summer
@Baylor 13
CREATIVE EXECUTIONS
Posters/Print Ads
?
Will you
graduate
on time
Get free
Pizza, Tuesday, Feb. 7
HUKJVTLÄUKV\[
summer
@Baylor
baylor.edu/summer
summer
@Baylor 14
CREATIVE EXECUTIONS
Posters/Print Ads
summer
@Baylor
baylor.edu/summer
He spent a summer at
Baylor and he’ll graduate
on time.
Will you?
Quincy
Acy, ‘12
A series of posters and print ads will run that look like this execution. The silhouette will
be an actual photo of students, including less well-known and those with more notoriety
like Quincy Acy. This will show that reference groups, such as student-athletes or
Z[\KLU[IVK`VMÄJLYZHZ^LSSHZVYKPUHY`Z[\KLU[ZWHY[PJPWH[LPU:\TTLY')H`SVY
summer
@Baylor 15
CREATIVE EXECUTIONS
Screen Saver
?
Will you
graduate
on time
summer
@Baylor
baylor.edu/summer
summer
@Baylor 16
CREATIVE EXECUTIONS
Screen Saver
summer
@Baylor
baylor.edu/summer
He spent a summer at
Baylor and he’ll graduate
on time.
Will you?
Quincy
Acy, ‘12
summer
@Baylor 17
CREATIVE EXECUTIONS
?
Postcard/Handout
-965;
Will you
graduate
on time
How many hours do you have left?
A: __________
How many semesters do you have left?
B: __________
How many hours do you have to take
each semester to graduate on time?
A ÷ B = __________
Will you graduate on time without
summer school?
Yes
No
summer
@Baylor
BACK
Schedule a meeting with your advisor
today! Don’t be left with courses to
take when your four years are up.
BAYLOR.EDU/SUMMER
summer
@Baylor
summer
@Baylor 18
CREATIVE EXECUTIONS
T-shirt/Pen
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')H`SVY
&
>PSS`V\
-965;
NYHK\H[L
VU[PTL
BACK
summer
@Baylor 19
CREATIVE EXECUTIONS
Fill-in-the-details Flyer
summer
@Baylor
*6<9:,
6--,905.
baylor.edu/summer
[Course Number]
[Professor Name]
[Summer Session]
[Brief course description.]
REGISTER TODAY!
Talk to an advisor or visit
baylor.edu/summer
for details!
summer
@Baylor 20