Strategic Plan
Claire McCullough, Jackie Dennis,
Veronica Mathias, Awal Inusa,
AnaJaye’ Diggs
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Appendix
Situation Analysis
Otterbein360.com has been up for two years and is
currently on its third year. Most readers are Alumni
and Parents. 80 percent of people have signed up
for Otterbein360.com email. The email benefits are
to receive breaking news as well as top story’s listed
on the website. There are over 100 Facebook
members and 300 Twitter members. The target
audience right now are alumni and parents but the
website would like to see more Otterbein students
idolizing Otterbein360.com. The website was
created for students to use and access as a primary
outlet to news. Future concerns may be the budget.
The website is kept up-to-date and a team meets
once a week for about an hour. There are only four
members managing the website.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
SWOT Analysis
Strengths:
-Students have access to Otterbein360.com
-It’s a combination of all 3 types of media
-Updates content regularly
-Variety of content
Weaknesses:
-Lacks job listings/internships
Opportunities:
-Keeps students up to date
Threats:
-Many students are unaware of the website
-Budget
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Primary Research
How often Students visit
Otterbein360.com
1%
6%
18%
Never
75%
Once per quarter
Every week
Every day
2 or more times
each day
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Primary Research
How Many Student’s have accessed
Otterbein360.com
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
48%
52%
Yes
No
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Primary Research
Accessed Otterbein360.COM
33%
67%
YES
NO
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Primary Research
How useful is Otterbein360.com to get your
news?
2%
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
1 (NOT AT ALL
USEFUL)
11%
2
15%
3
58%
Evaluation
Timetable
14%
4
5 (VERY
USEFUL)
Primary Research
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Content that would bring you to
Otterbein360.com more often
250
200
150
100
50
0
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Primary Research
Content that would bring you to 360.com
Other
Health Updates
Celebrity and Lifestyle
Job Listings
Upcoming…
Otterbein Top News
Entertainment
Sport News
Live Sporting Scores
Social Networking
Internship Listings
0
50
100
150
200
250
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Primary Research
The survey below determines the different types of
social media that Otterbein students use each day.
Social Media Students Use
500
450
400
350
300
250
200
150
100
50
0
Types of Social
Media Use
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Secondary Research
When accessing Otterbein360.com, the website is
very appealing. I think that it has a great set up just
like a national news website. The set up of the
website is very similar to Cnn.com and Msn.com. It
is designed with tabs at the top for sections to view
and read articles in. The website is published by
collegepublisher.com and the director or client
services, Rusty Lewis. Otterbein360.com offers
news, sports, opinion, blogs, and arts &
entertainment. In the news section they post news
about all about Otterbein and what’s going on around
campus. It has sports game results, video clips of
games, and updates from coaches. The opinion
section has interviews from students from Otterbein
on different fun topics. The arts & entertainment
section of Otterbein360.com has articles posted
about the theater program and entertaining stories
around Otterbein.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Secondary
Research
Secondary Research
The home page has a great layout of how it
summarizes the whole website with top stories on
the homepage. Another appealing aspect of
Otterbein360.com is the layout of the website. It
has different ads on the site to catch your eye.
There are social network links, flights, hotels, cars,
and cruise booking tabs, a Chegg ad, and the ads
switch when you go from page to page. The site
also offers at the bottom of each page
recommended articles that people may like to read
and different related articles. Otterbein360.com
also advertizes WOCC, Otterbein’s television
channel, WOBN, Otterbein’s radio station, and The
Tan & Cardinal, Otterbein’s news paper. The
website is a great and effective way to market
Otterbein and what is going on around
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Secondary Research
campus with different organizations. It is a great
source for parents to get information on their child’s
sporting events, games, and scores. It also is an
effective way for communication majors that
participate in WOCC, The T&C, and WOBN, to get
their broadcasts and writings out to different
companies for jobs and such opportunities.
Overall, the Otterbein360.com website has a great
constructive appeal and has the ability to attract
many viewers. It is an effective source of material
to reach out to students and their families as well as
other outside sources to view what’s going on at
Otterbein.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Problem Statement
-Not enough students who
attend Otterbein University have
accessed Otterbein360.com.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Goal Statement
-To increase the amount of
Otterbein students that access
Otterbein360.com.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Target Audience 1
On-Campus Housing:
The primary target audiences are all students
living on campus. In 2011, a survey was
completed and found that 65 percent of
Otterbein’s students that were surveyed, live on
campus.
Objective 1:
To increase the number of Otterbein students
living in campus-housing to access
Otterbein360.com by 25% by June 2011.
Strategy 1:
Create multiple flyers for on campus housing
which will display and explain the importance of
Otterbein360.com.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Target Audience 1
Tactics 1:
We will create a flyer that provides details of
what Otterbein360.com has to offer. The flyer will
be designed to catch the eye, and hung
throughout the halls of freshman dormitories as
well as other on-campus housing buildings.
These flyers will have a link to Otterbein360.com,
and the link will give them a few coffee from the
OtterBean, if they answer a few questions about
Otterbein360.com
Objective 2: To increase the number of
Otterbein students who access
Otterbein360.com from 33% to 66% by June
2011.
Strategy 2: Hold a campus event that will
provide detailed information on
Otterbein360.com’s website.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Target Audience 1
Tactics 2:
We will plan an event that is associated with
Otterbein360.com. All students living on and off
campus will be invited. The event will be held in
the Campus Center with refreshments and baked
goods. Games and challenges will be provided,
as well as booths set up with the different
segments of the website; these booths will
explain more in depth about the website.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Target Audience 2
Greek Life:
The second target audience is Otterbein’s
Greek Life. During 2011’s survey, 35 percent
of Otterbein students were apart of the Greek
Life. This audience is necessary for spreading
the word about Otterbein360.com.
Objective 1:
To increase the number of students involved
with Greek life to access Otterbein360.com
from 35 percent to 50 percent by June, 8,
2011. Students will be able to follow Greek
week through pictures, videos and a contest
on the website Otterbein360.com.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Target Audience 2
Strategy 1:
During Greek week, each day we will send out a
person to record videos and take pictures of
Harmony night, Olympic night, and all the fun
festive activities that are going on that week.
Monday of Greek week is decorating a banner
and each Greek will be in costumes. This night
we will send out someone to take pictures of each
fraternity and sorority and each banner and post it
on Otterbein360.com Tuesday is Harmony Night
Greeks are judged on singing of several songs
that they choose. We will have someone taping
each sorority and fraternity and posting it on
Otterbein360.com. Wednesday is sports day
where Greeks play the other sororities and
fraternities in volleyball, mat-ball and other
activities. We will tape the events and play
highlight on Otterbein360.com. Thursday is can
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Target Audience 2
structure competition, which all cans are donated
to Westerville W.A.R.M. We will send out people
to take pictures and post them on Otterbein
360.com and ask for the campus to vote on their
favorite design. Friday is the lip sync and where
the winner is said for Greek life this is something
we want to tape live on Otterbein 360, during
break we will interview members of the crowd on
what sorority and fraternity do you think will win.
We will also pass out free Greek week
Otterbein.360 shirts and speak during break
about thanking everyone that has logged on to
Otterbein 360. and anyone that once to log on to
Otterbein360.com can log on and watch an over
cape of the week.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Target Audience 2
Tactics 1:
We will send out different members to record the
Greek life activities and post them on
Otterbein360.com’s website for the campus to
watch. They will have an option to vote for the
best “liked” videos. By doing this, the sororities
and fraternities will most likely want to review
footage of their day, bringing them to
useOtterbei360.com. Anyone that is on the
website can vote on what can food structure that
they think is the best, view video’s and pictures.
Objective 2:
To increase the number of students affiliated with
Greek life to be involved with the networking of
Otterbein360.com to 10% by June 8, 2011, by
making a profile for each sorority and fraternity
member and posting it up on Otterbein360.com.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Target Audience 2
Strategy 2:
Create a tab on Otterbein360.com for Greek
life information. Get the word out by coming
around to each sorority and fraternity and
passing out Otterbein 360 items. At this time
have each member fill out information and a
bio for the website. Some questions will be
what are their offices that they hold, how many
volunteer hours they put in, what other
activities are they in, what is there favorite
thing about going Greek. This will all be put up
on their page including a picture of them. At
this time we will hand out free
Otterbein360.com gear water bottles, freebies,
T-shirts, and bags, Promoting
Otterbein360.com.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Target Audience 2
Tactics 2:
We will interview the sororities and fraternities
at Otterbein and include photos, videos, and
stories focused on Greek life which will help
promote awareness of the website. As well as
promoting Greek life, we will be handing out
free stuff as we go around to all the Greek
houses and talk to them. This will remind
Greeks to log on to Otterbein360.com to see
their picture and profile. This will bring Greeks
to Otterbein360.com.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Target Audience 3
Athletes:
The third target audience will be Otterbein’s
athletes. In the survey that was completed in
2011, 26% of the students are participants of
Otterbein’s Varsity Athletes, which is the second
largest affiliated group. As Otterbein360.com
has updates on the sports, it is important that
athletes are acquainted with this website.
Objective 1:
To increase the number of student athletes to
access Otterbein360.com from 26% to 48% by
June 2011.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Target Audience 3
Strategy 1:
On the sports page of the website, there will be
Highlights of the Week section where ALL
students will be able to vote for their favorite
highlight of the week. This in turn will attract
student athletes to the sites as they will ask
families, friends, and other students to go and
vote for them.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Target Audience 3
Tactics 1:
A brochure will be created briefly listing
everything Otterbein360.com has to offer on the
back end and on the front end of the brochure
will contain detail information focusing
specifically on the sport section of
Otterbein360.com. The very first page of the
brochure will showcase winners of Otterbein360
Highlights of the Week for the quarter (This
quarter’s highlights of the week winners). In
addition to that, there will BIG posters from
screen shots of winners of highlights of the week,
which, will be hung in the locker rooms of the
various sports as well as places on campus that
are like the library and students center, which are
frequently visited by students. Lastly, each
winner of highlights of the week will receive a
Otterbein360.com highlights of the week T-shirt.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Target Audience 3
Objective 2:
To increase the number of student athletes who
access Otterbein360.com from 6% to 29% by
June 8th 2011.
Strategy 2:
A profile tap inside the sports page showcasing
the profiles of student athletes and coaches will
be created.
Tactics 2:
This tab will have information of all junior and
senior varsity student athletes and coaches as
well as picture slides showcasing game
actions. There will also be a video profile
containing highlights and interviews of junior and
senior varsity athletes and coaches focusing on
the Otterbein career as a student athlete or a
coach.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Target Audience 4
All Students:
The fourth target audiences are all Otterbein
students, including the students living on campus
as well as off campus commuters. In 2011, a
survey was completed and found that % of all
students have heard of Otterbein360.com, and
only % have accessed Otterbein36o.com. The
survey also found that % of students access
Facebook.
Objective 1:
To increase the number of all Otterbein students
to access Otterbein360.com.
Strategy 1:
Edit the Otterbein360.com Facebook page to be
more appealing to students and send a link to all
Otterbein Facebook users.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Target Audience 4
Tactics 1:
Change the Facebook webpage to have easy
access to their specific interests. Such as, a
sports information link, an entertainment link, an
arts and theatre link, a general campus
information link, a Westerville link, and a Greek
life link. Also, find any and all students on
Facebook who are on Otterbein’s network page
and send a link to those students that attend
Otterbein.
Objective 2:
To increase the number of students on and off
Otterbein’s campus to access Otterbein360
Strategy 2:
Compose an email that will be distributed to
every student that is enrolled at Otterbein
University.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Target Audience 4
Tactic 2:
Create an email that will grab the attention of
students. List everything that is included on the
website; why it is beneficial to each and every student,
and the fundraisers and events that are held to promote
Otterbein360. It is vital to make this email appealing
and encouraging, rather than just a simple email. This
will be the most convienent way of reaching out to
students who are commuting.
Strategy 3:
Send out invites through email and facebook promoting
events that support Otterbein360.
Tactics 3:
Once an email is sent out that encourages students to
access Otterbein360.com, there will be a follow up email
that lists the events that are being associated with the
website. These events will welcome everyone attending
Otterbein University, including many activities and
refreshments with games and competitions. Winners
will be eligible for a gift certificates to the Old Bag for a
free appetizer.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Evaluation
Target audience 1, Objective 1
•Check the number of students who accessed the
link.
Target audience 1, Objective 2
•Count the number of students who attended the
event. And conduct a count of views on
Otterbein360.com before the event, then conduct a
view count after the event.
Target audience 2, Objective 1 * Conduct how
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Evaluation
Target audience 2, Objective 2
*Follow- up
survey for only Greeks on how they liked
Otterbein 360.com posting Greek life information
up.
*Interview Greeks about otterbein360.com
Greek life page.
Target audience 3, Objective 1
*Look at the views count on the athletics
homepage on Otterbein360.com before the
flyers, then count the number of views
afterwards.
Target audience 3, Objective 2
*Count the number of views that access the
homepage for the specific junior and senior
athletes, and compare it to the numbers before
the advertisement.
Situation Analysis
SWOT Analysis
Primary Research
Secondary Research
Problem Statement
Goal Statement
Target Audience 1
Target Audience 2
Target Audience 3
Target Audience 4
Evaluation
Timetable
Evaluation
Target audience 4, Objective 1
*Check the number of Facebook page views
every two weeks and compare the number to the
old Facebook page.
Target audience 4, Objective 2
*Count the number of students who take the daily
survey and also check the number of students
who enter the monthly giveaway, and compare
the numbers to the old Facebook page.
Timetable
January
5
10
Research:
Internet research about
the client
Interview Megan Wycuff
Conduct Otterbein360
survey
15
February
20
25
30 5
10
15
March
20
25
5
10
April
15
20
25
30 5
10
May
15
20
25
30 5
10
June
15
20
x
x
Tally up survey results
x
x
Objectives:
Draft overall goal
statement
x
Draft overall problem statement
x
Create all 4 audiences
x
Campus Housing:
Design flyers to post in hallways
Create the flyers
Distribute all flyers to
dorms
Organize campus event for
x
x
x
x
dorm living
Create list of dorms to
include
x
Email all RA's in residential
x
buildings
Greek Life:
Organize the dates for Greek week
Send out members to film events
Post videos to Otterbein360
Create link to Otterbein360
just for "Greek Life"
Post everything on site affiliated
with Greek life
x
x
x
x
x
x
25
30 5
10
15
Timetable
January
5
10
15
February
20
25
30 5
10
15
March
20
25
5
10
April
15
20
25
30 5
Athletes:
Design flyer
Create the flyers
Print 250 flyers
x
x
x
Distribute to all
sporting fans
Hang in all athlete locker rooms
Create section for
recruitment
Receive information of all senior
x
x
x
x
athletes on the team
Post individual links of
that
graduating athlete
x
10
May
15
20
25
30 5
10
June
15
20
25
30 5
10
15