2

Executive Summary 3

Situation Analysis 4

Goal & Objectives 5

Recommendations 6

Schedule 10

Budget 13

Evaluation Plan 14

Consultant Background 15

Table of Contents

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Executive Summary

Florida A&M University’s School of Journalism & Graphic Communication (SJGC) was founded in

1982 and receives high remarks regarding the high quality of its graduates. Students have won

awards from CNN, the Associated Press, the Randolph Hearst Medallion, and various other

awards for their work on multimedia platforms. The SJGC is housed in a 100,000 square foot

building which features state-of-the-art technology, including over 400 computers, numerous

lab classrooms, two television studios and a radio station. The SJGC hosts the FAMUAN

newspaper, JOURNEY Magazine, WANM-FM 90.5 radio, and FAMU-TV 20, all of which are

student-run media operations.

The school is composed of two divisions-journalism and graphic communication, which both

include eight accredited degree programs. The Division of Journalism includes instruction in

broadcast journalism, newspaper journalism, magazine journalism, and public relations. The

Division of Graphic Communication includes instruction in graphic design, photography, print

production, and print management. Both divisions include approximately 40 full-time faculty

and 600 undergraduate and graduate students.

The mission of the School of Journalism & Graphic Communication (SJGC) is to develop its

students to assume meaningful positions in journalism, public relations, graphic

communication, photography, printing, and other media-related areas. Emphasis on effective

teaching, careful academic advisement, and productivity in research and significant creative

activities are the principal mechanisms faculty use to prepare students to become skilled in

their respective areas of study.

SJGC embraces enthusiastically the University’s commitment to diversity. Indeed, recognizing

the importance of diversity is central to the mission of the SJGC. We endeavor to help shape

our students into ethically and socially responsible leaders in a global society by helping

students understand the importance of respecting the dignity of individuals and others from

different ethnic backgrounds.

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Moreover, it is the mission of SJGC to create synergy among its stakeholders—students, faculty,

staff, alumni, and supporters—that will lead to greater success for the School and those it

serves.

Situation Analysis

The FAMU SJGC needs to increase its presence at recruitment events. Through my research,

I’ve found that although there is a small presence at recruitment events, my client wants to

bring more awareness regarding its academic and extracurricular opportunities and be able to

easily attract students. At past recruitment events, my client has used a poster board with

information about the SJGC and provided old campus newspapers to students. They need to

use technology and current students to their advantage to attract potential students to their

programs.

The SJGC’s strengths are:

Accreditation

Plethora of good programs

Educated and experienced faculty

State of the art facility

The SJGC’s weaknesses are:

Missing visual presence at recruitment fairs

Missing multimedia presence at recruitment fairs

Faculty members are sometimes overwhelmed with work

The SJGC’s opportunities are:

Recruitment fairs to impact prospective students

Current students willing to speak on behalf of the SJGC

The SJGC’s threats are:

Other communication and journalism programs in Florida

Other communication and journalism programs in the United States

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Their target publics are African-American high school students, students at other

colleges, and other African-Americans ages 18-25. These publics are important because

they are the groups of students most likely to apply to FAMU.

Goal

The goal of this campaign is to gain a larger presence for Florida A&M University’s School of

Journalism & Graphic Communication at recruitment events.

Objectives

To inform 1,000 potential students about the FAMU SJGC at recruitment events during

the 2012-2013 school year.

To have at least 200 potential students sign up to receive more information about the

FAMU SJGC at the fall and spring recruitment fairs during the 2012-2013 school year.

6

Recommendations

In order to inform 1,000 potential students about the SJGC and have at least 200 potential

students sign up to receive more information about the SJGC, I will increase the SJGC’s

presence at recruitment fairs. My recommendations include a special edition newspaper, SJGC

student ambassadors, handouts, recognition of distinguished alumni, a promotional video and

giveaways.

1. Special Edition Newspaper

The SJGC should utilize The FAMUAN and have the staff members print a

special SJGC recruitment edition that can be used through the 2012-2013

school year. This edition should include information about the SJGC and

the programs it offers, awards students have won, positive opinion pieces

from students on their experiences in the SJGC, a message from the new

dean and feature stories on the extracurricular activities offered in the

SJGC, like the FAMUAN, JOURNEY Magazine, WANM-FM 90.5, FAMU TV-

20 and the PRodigy Public Relations Firm. The newspaper should also

include the SJGC’s website address and there should be a PDF version

available on the website.

This special edition newspaper is a creative way to show potential

students what the SJGC can offer them, without using a standard

brochure. This will immediately attract students who are interested in

journalism, specifically. The demographics of the FAMUAN are African-

Americans, ages 18-25, so the staff writers are already experienced in

reaching our target public. Once the newspapers are printed, they can be

presented to students at recruitment fairs.

7

2. SJGC Student Ambassadors

The SJGC should select 15-20 rotating student ambassadors who will be

present at recruitment fairs in business attire (or business casual,

depending on the location of the recruitment fair) to promote the SJGC

and who can answer any questions potential students may have. There

should be an email blast sent out to all students about this opportunity.

Interested students should have a minimum of a cumulative 2.7 grade

point average and should apply via email and include an unofficial

transcript. I will respond to those students who meet the requirements

and I will schedule brief interviews with each of them. They will be

required to wear business attire to the interview. I will select 15-20

students to become official SJGC ambassadors. They will need to become

familiar with the contents in the special edition SJGC newspaper, as there

talking points for the recruitment fairs will come from it.

These student ambassadors will be the face of the SJGC at recruitment

fairs. Research shows that potential students feel more comfortable

about universities when they have met a current student who attends

that university. These students will be able to relay information in a way

potential students can understand, while sharing their personal

experiences at the university.

3. Handouts

There should be handouts available on the following topics:

Division of Journalism & Graphic Communication degree

requirements

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Admissions (deadlines, requirements, orientation, and

scholarships)

Scholarship application

Each of these documents can be found on the SJGC’s website and should

be printed and distributed to interested students at recruitment fairs.

Once potential students receive these documents, they should be well

informed about the SJGC degree requirements, admission process and

scholarship opportunities.

4. Distinguished Alumni

Research shows potential students are more likely to enroll in a

university’s program if it has distinguished alumni. That’s why a

presentation board with the winners of the Thelma Thurston Gorham

Distinguished Alumnus Award should be present on the table at

recruitment fairs. The board will should have a short description of the

award and the winners’ photos with their name, graduation year, degree,

and year of winning under it. With this board potential students will be

able to see themselves succeeding with an education from the SJGC.

5. Promotional Video

A 10 minute video should be recorded and produced that showcases the

SJGC and will be shown on a laptop at the recruitment fair. The laptop

should also have speakers to increase the sound of the video. The video

should include the SJGC’s state of the art building and classrooms,

television stations, radio station, library, student organizational meetings

and events, and student and faculty testimonials.

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This video will serve as an infomercial for the SJGC and can be looped

throughout the recruitment fair. Research shows that videos at

recruitment fairs attract visual and auditory learners quickly. Once they

notice visually or auditory that a video is playing, they will be drawn into

it. This is a quick way to showcase the many opportunities the SJGC has

to offer. The video should also be posted on the SJGC’s website.

6. Giveaways

Research shows that potential students are more likely to visit a

recruitment table if there are giveaways. The SJGC should provide

giveaways to potential students that include a variety of candy and pens.

The pens should include the FAMU SJGC on them.

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Schedule

August 2012

Special Edition Newspaper

Purpose: To showcase the SJGC in a creative manner, the staff writers of the FAMUAN

will create this special edition newspaper and have it published this month.

Measure: Approximately 1,000

Cost: Free

Giveaways

Purpose: To have items to give to potential students. Pens with the SJGC name will be

ordered this month and candy will be bought.

Measure: 500

Cost: $500

Distinguished Alumni

Purpose: To display the winners of the Thelma Thurston Gorham Distinguished Alumnus

Award. Graphic designer Taylar Barrington will design this presentation board and it will

be printed by the end of the month.

Measure: 1,000 or more

Cost: $60

September 2012

SJGC Ambassador Selection

Purpose: To select 15-20 SJGC ambassadors who will represent the SJGC at recruitment

fairs and answer questions potential students may have. I will send out an email blast to

students and began the application and interview process. By the end of the month, 15-

20 students will have been selected and prepped on their talking points.

Cost: $500

11

SJGC Video

Purpose: To showcase the SJGC in an infomercial that will be displayed at recruitment

fairs. The video should be filmed and produced by the end of the month by FAMU

student, and videographer Carole Cox.

Cost: $200

Handouts

Purpose: To inform students about the SJGC degree requirements, admission process

and scholarships. These handouts will be printed this month.

Cost: Free

October 2012

Fall Recruitment Fair

Purpose: To inform potential students about the SJGC. Five SJGC ambassadors will be

present to interact with students about the SJGC. The special edition newspaper and

handouts will be available, the distinguished alumni presentation board will be

displayed, the promotional video will be played and giveaways will be available at the

SJGC table.

Measure: 300

Cost: Free

November 2012

Evaluation

Purpose: To evaluate the SJGC’s promotional activities at the fall recruitment fair. I will

survey each of the SJGC ambassadors to get their feedback on the recruitment fair. They

will also submit the amount of newspapers, handouts, pens and candy that were given

away.

Cost: $25

12

March 2013

Spring Recruitment Fair

Purpose: To inform potential students about the SJGC. Five SJGC ambassadors will be

present to interact with students about the SJGC. The special edition newspaper and

handouts will be available, the distinguished alumni presentation board will be

displayed, the promotional video will be played and giveaways will be available at the

SJGC table.

Measure: 500

Cost: Free

April 2013

Evaluation

Purpose: To evaluate the SJGC’s promotional activities at the spring and fall recruitment

fairs. I will survey each of the SJGC ambassadors to get their feedback on the

recruitment fair. They will also submit the amount of newspapers, handouts, pens and

candy that were given away. I will write a report of my findings and submit it to Gina

Kinchlow.

Cost: $75

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Budget

Special Edition Newspaper

Free (The newspaper will be written and 1,000 copies will be published by the staff of

the FAMUAN.)

Student Ambassadors

$300 ($25 x 12 hours of administrative work by Leslie Moore. This includes email blasts,

creating the application, reviewing the applications, interviewing students, selecting

students, notifying students of their selection, and prepping them on their talking

points.)

Handouts

Free (500 copies of each handout will be printed in-house in the SJGC computer labs.)

Distinguished Alumni Board

$60 (Graphic designer Taylar Barrington will design the board and have it printed.)

Promotional Video

$200 ($10 x 20 hours of filming and editing by Carole Cox.)

Giveaways

$500 ($450 for 500 pens to be ordered from Pens.com and $50 for assorted candy.)

Evaluation

$100 ($25 x 4 hours of campaign evaluation by Leslie Moore.)

Total Cost: $1,700

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Evaluation Plan

Surveys

After each recruitment fair, I will survey each SJGC ambassador to get their feedback on

their experience recruiting students. I will ask them how students reacted to the SJGC

table and its giveaways. The ambassadors will have a space on the survey to record

comments from potential students. I will also find out what they think can be improved

in the next recruitment fair.

Direct Observation

SJGC Ambassadors will be responsible for observing the amount of traffic that came to

to the SJGC table after each recruitment fair.

Outputs Evaluation

After each recruitment fair, the SJGC ambassadors will count the number of handouts,

newspapers, and giveaways left in order to evaluate how many potential students took

them.

Subscription Lists

The SJGC ambassadors will be responsible for getting potential students to sign an email

list for more information on the SJGC. They will count the amount of students and

evaluate how many students are interested in learning more about the SJGC.

Evaluation Report

I will write and submit and evaluation report to Gina Kinchlow in April 2013.

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Consultant Background

Leslie Moore

Leslie Moore is a spring

2012 graduate of Florida

A&M University with a

bachelor’s degree in public

relations. She is extremely

familiar with the

opportunities the SJGC has

to offer, due to her

matriculation through their

program. During her time

in the SJGC, she served as

an associate in the PRodigy Public Relations Firm, online beauty columnist for JOURNEY

Magazine, and a staff writer for the FAMUAN newspaper.

In addition to her involvement in the SJGC’s student-run media operations, she has held several

internships. She served as a campus ambassador for two years for Procter & Gamble’s ReadyU

platform, she also served as a campus representative for Black Enterprise Magazine. She was

also a marketing and editorial intern for Inspire Magazine. Moore has been published in the

Havana Herald and the Black PR Wire. She was recently selected as a fellow for the Media Sales

Institute that will be held in May of 2012.