Integrated Marketing Communications Proposal - Board of Directors Elections

B D Board of Directors

TABLE OF CONTENTS

ABOUT THIS DOCUMENT iii

STRATEGY 2

OBJECTIVES 6

TARGET MARKET 8

MARKETING COMMUNICATIONS 14

THE GRID 16

ADVOCACY FUNNEL MODEL 18

MESSAGE DEVELOPMENT 24

TAGLINE & COLOURS 24 LOOK, IMAGE & TONE 25 MEDIA 26 IMAGES & VISUALS 27

KEY DRIVERS 30

TIMELINE 31 CONCLUSION 34

PROMOTIONAL TYPE 36

BI-WEEKLY EMAILS 37 SAITSA APP 39 COFFEE SLEEVES 41 MEET YOUR BOARD 43 RACK CARDS 47 1-ON-1 MENTORSHIP 49 FRIENDLIES ORIENTATION 51 SAITSA FRIENDLIES SWAG 55 ORIENTATION AMBASSADOR 51 SAITSA WEBSITE 59 CAMPAIGN BOOTCAMP 61 CHEST OF CHANGES 65

MASTER EVALUATION 68

SUMMARY OF EVALUATION 72

MASTER BUDGET 74

MASTER TIMELINE 78

FINAL SUMMARY 82

ABOUT THIS DOCUMENT

One key initiative of the SAIT Students’ Association (SAITSA) is to

increase membership engagement in the governance of the organization

to ensure it is achieving its vision and mission to the highest extent

possible.

This proposed Integrated Marketing Communications plan utilizes

coordinated promotional methods which is used to communicate values

and messages in ways that the target audiences notice, understands and

responds to. The focus of this proposed campaign is on increasing the

number of candidates for SAITSA’s Board of Directors (BOD) elections.

O iii

STRATEGY

SAITSA’s greatest strength is its dedication to students. This student-focused mindset is a

mutual quality found amongst SAIT Polytechnic’s campus community stakeholders, including:

· the SAITSA Board of Directors, and;

· SAITSA Friendlies— a term describing SAIT instructors, SAIT staff, and student volunteers

who have interest in supporting SAITSA.

The Board of Directors are full-time students engaged with the student body on a daily basis, and

opportunity is positioned through a focus of this ongoing interaction.

SAITSA faces an ongoing challenge in the lack of awareness of its purpose and activities. Many

programs at SAIT are two years in length or less, which results in a short timeframe for students

to fully immerse in SAITSA’s culture. The eight different schools and its programs also possess

their own unique cultures, leading to difficulty in establishing unity amongst students across

campus.

O 2

Enhancing relations between the Board of Directors and the student population through

increased interaction can strengthen the campus community’s awareness of what SAITSA is and

what it does.

The objectives will be achieved through a targeted public relations campaign. Digital platforms

will be updated throughout the campaign.

The campaign will begin in September 2016 and take twelve months to complete. The first six

months will focus SAITSA’s BOD personally engaging with the student population in small

groups, giving opportunity for students at large to gain knowledge and understanding of the roles

of the BOD. As we move further into the campaign, orientation events for SAITSA Friendlies will

communicate information about SAITSA’s services, programs, and opportunities for students.

Promotional packages with election information will be delivered to SAITSA Friendlies by August

2017. By Fall 2017, SAITSA will have a minimum of 25 BOD candidates-in-contention for the

election.

O 3

This campaign captures the brand essence of uniting students into a community

where they can be inspired to learn, lead and be exceptional through the tagline “Get on Board”.

It capture the brand expression of how SAITSA provides students with tremendous opportunity

for personal and professional growth.

O 4

OBJECTIVES

O 6

This objective measures a tipping point. With the event falling in the consideration and conversation section of

the advocacy model, it show that individuals have moved past awareness.

An increase in voter turnout is an indication that the BOD election promotional material has created impact on the student body.

This overarching objective will measure the success of the whole campaign.

If this goal is met, the promotional material and events were successful.

Have a minimum of 15 individuals register for the SAITSA Friendlies program by February 2017

This measures how many individuals have moved into the loyalty section of the grid.

It will also show that the ongoing promotional material and events have been creating consideration with our target market.

Increase guest attendance at BOD monthly meetings to 2 guests per meeting, for a total of 10 meetings

Increase voter turnout rate for the fall election to 12% by October 6, 2017

Increase number of BOD candidates-in-contention to 25 by September 22, 2017

TARGET MARKET

The ideal target for the BOD elections will be a first or second year student from any eligible

program at SAIT, but there is a focus on four schools on campus:

School of Business

School of Construction

School of Hospitality & Tourism

MacPhail School of Energy

The target candidate is hard-working, positive, and possesses integrity. They are involved in

volunteering and have regular hobbies.

O 8

• Bachelor of Business Administration, 4th year

• 22 years old

• active SAITSA volunteer

• student club president

• driven, ambitious, involved

ARCHETYPE

• Age: 18-35

• Education: Post-secondary

• Gender: Any

• Ethnicity: All

DEMOGRAPHIC

• A BOD candidate possesses the following ideal characteristics:

• organized

• open minded

• driven

• committed • innovative

• action oriented

• visionary

• leader in social groups

PSYCHOGRAPHIC

O 9

• believes in getting involved with community events • values integrity • follows through with plans • believes in servant leadership • values giving back • recognition of achievements

OPINIONS

• typical leader in most social & professional groups • organized individual who thrives on activating and initiating ideas

LIFESTYLE

• club involvement • volunteering • community events

ACTIVITIES

• quality time with family and friends • new experiences • traveling • volunteering for the community • arts and culture • politically engaged citizenship

INTERESTS

O 10

SAIT Campus

Primary Target Schools:

• School of Business

• School of Construction

• School of Hospitality and Tourism

• MacPhail School of Energy

Secondary Target Schools:

• School of Information and Communications Technologies

• School of Public Heath and Safety

• School of Manufacturing and Automation

GEOGRAPHIC

O 11

Benefits Sought

• improves resume • chance to network • make connections • experience in

leadership • develop interpersonal

skills • personal growth

Loyalty Status

• hard core loyalist • loyalty to previous

organizations and jobs

Usage Rate

• volunteering experience

• concerned and involved with social justice

• interesting in making a difference with their community

BEHAVIOURAL

The target market for the ideal BOD candidate will be a

full time first or second year student at SAIT anywhere

from 18- 35 years of age. They are honest, hardworking,

organized, driven, and committed to doing their best.

The individuals are enthusiastic about learning and

gaining new skill sets and working with others. They are

involved in sports, activities, and clubs on campus. Daily

concerns for this person are deadlines— they are

organized to make sure things are completed on time.

Their interests might include quality time with their family

and friends, learning other languages, and music.

O 12

MARKETING COMMUNICATIONS

Multiple promotional elements will be used to garner attention within the student body to

support the campaign and those who are interested to participate. Promotional elements will

include one-on-one mentorships, instructor participation, swag, and other planned events.

A combination of digital and direct marketing tactics will be used to carry out selected

promotional elements. The campaign is driven by the advocacy model chart, which consists of

multiple components. These components are divided into: awareness, consideration,

conversation, loyalty, and advocacy.

The first component of the advocacy model is to draw interest of the intended audience through

awareness. After interest is acquired, the focus is to present what benefits are available in the

consideration component. Conversation will then be key as it creates dialogue to further develop

the connection with the audience. Appreciation would then be expressed after continued

support from supporters. Once good word is spread as earned media, advocacy would be

achieved as the final component. Together, the advocacy model is used conjointly with planned

promotional elements to effectively voice our message across the student body.

O 14

THE GRID

The following grid shows an overview of the different marketing elements that will be used to support the

Advocacy Funnel Model depicted on Page 18. The vertical axis of the chart focuses on three main marketing

tactics: Public Relations, Direct Marketing, and Digital Marketing. The horizontal axis of the chart follows the

elements of the Advocacy Model to create awareness for conversation leading to students in considering to

run. Loyalty and advocacy are brought together to show gratitude and to spread good word of the campaign.

Together, each element will follow established strategies and meet final objectives.

Awareness Consideration Conversation Loyalty Advocacy

Public Relations

Meet Your Board SAITSA Friendlies Orientation Event 1-on-1

Mentorship

Welcome Week

Ambassadors

Help of the SAITSA Friendlies

Campaign

Bootcamp SAITSA

Friendlies

free swag

Coffee sleeves

Direct Marketing

Bi-weekly emails

Chest of Changes

Rack cards

Digital Marketing

SAITSA website

SAITSA App SAITSA App

O 16

ADVOCACY FUNNEL MODEL

O 18

• Welcome Week Ambassadors

• Help of the SAITSA Friendlies

• Chest of Changes

• SAITSA App

• SAITSA Friendlies Orientation Event


• SAITSA App

• Campaign Bootcamp

• SAITSA Friendlies Orientation Event


• Coffee sleeves

• SAITSA App

• 1-on-1 Mentorship


• SAITSA Friendlies free swag

• Meet Your Board

• Bi-weekly emails

• Rack cards

• SAITSA website

• SAITSA App

AWARENESS

CONSIDERATION

CONVERSATION

LOYALTY

ADVOCACY

The advocacy funnel model is the step by step thought process of the campaign. The model is

comprised of five different components that are used with multiple marketing tactics.

Awareness is the first component of the advocacy model. Capturing the target market’s attention

is crucial. Meet Your Board will promote awareness of the campaign and will help build public

relations. Bi-weekly emails and a rack card sent with SAIT’s acceptance letter will be the direct

marketing portion. The digital marketing component consists of election information that will be

available on the SAITSA homepage.

The second component of the model is consideration. This present benefits of running for

election to interested individuals. The SAITSA Friendlies Orientation Event develops public relations

under the consideration and conversation portion of the chart.

O 19

The third component of the model is conversation. Communication creates dialogue to connect

with the audience. Public relations components include: Help of the SAITSA Friendlies,

Campaign Bootcamp, and coffee sleeves. The SAITSA App will be used as a form of digital

marketing.

The fourth component of the model is loyalty, which is about cultivating a feeling of support from

the target market. Public relations events include 1-on-1 Mentorship, Help of the SAITSA

Friendlies, and free swag.

Once good word is spread of the campaign, advocacy is achieved. Welcome Week Ambassadors

of Public Relations and Chest of Changes from Direct Marketing will be the final events.

The grid on page 16 depicts the various events that tie in together with various elements of the

chart.

O 20

The campaign goal is to bring as much attention to the Board of Directors Elections as

possible. Using mainly public relations, each aspect of the advocacy model for the campaign

will be covered. From gaining awareness at “Meet Your Board”, creating conversations in

“Boot Camps” and “Coffee Sleeves”, through Loyalty and Advocacy through “1-on-1

Mentorships” and “Welcome Week Ambassadors”. Utilizing rack cards through acceptance

letters gives students a glance of the Board of Directors elections, but can also be used with

promotional elements such as the “Chest of Recommendations” to show the impact and

importance of the elections.

The SAITSA website and SAITSA application will be updated frequently to keep students

informed about the message of the Board of Directors Elections. This would then create

conversations with the target market. Having a 1-on-1 mentorship program allows running

candidates to be guided by current Board of Directors. Friendlies will be a key role in

covering all aspects of the advocacy model, they will help spark the interest of potential

students and guide them towards a successful campaign. Events such as; “Welcome Week

Ambassadors” and the “Chest of Recommendation” will be used to reflect on all of the

factors in the advocacy funnel. The elements in the advocacy funnel will stay on brand with

the overall feel and look of the campaign.

O 21

Our campaign will increase the number of SAITSA Friendlies. They will recommend and

encourage students that have potential to run. Friendlies will receive a presentation that will

guide them in choosing the nominees. Friendlies will receive promotional items including

pins, and t-shirts that they will wear during the nomination period. Coffee Sleeves,

Campaign Boot Camp, and the SAITSA app will start up conversation amongst the target

market.

Factors of loyalty and advocacy also play a huge part in our campaign. Having a 1-on-1

Mentorship program allows for running candidates to be guided by current members of the

Board of Directors. Each nominee will receive a “swag bag” of promotional materials they

can use during their campaigning. Events such as; “Welcome Week Ambassadors” and the

“Chest of Changes” will be used to reflect on all of the factors in the advocacy funnel. The

elements in the advocacy funnel will stay on brand with the overall feel and look of the

campaign.

O 22

MESSAGE DEVELOPMENT

Graphic elements such as; colours and font will be on brand with SAITSA. Elements such as the logo, tagline,

images, style and use of social media, will be on brand of the campaign for the Board of Directors.

“GET ON BOARD”

The message is targeted to get students on board to run for the Board of Directors. This is to help represent

that the BOD can be anyone from any SAIT schools. We want students recognizing the potential in

themselves and believing in serving on the Board of Directors.

TAGLINE

COLOURS

Colour is one of the most important elements in creating a lasting identity. The colours that will be used align

with the SAITSA brand. All copy on t-shirt must be white. All copy on jackets must be in red or white.

O 24

PANTONE BLACK C

CMYK RGB WEB

0 38 26

13 28 1C

49 2 02

98

PANTONE 200 C

CMYK RGB WEB

15 190 BE

100 30 1E

90 45 2D

10

TONE

IMAGE

LOOK

O 25

The look of the campaign is the overall message we are trying to communicate to students.

In order for our campaign to be successful we need it to be clear, simple and on brand with our

campaign. We will be using images in the campaign and will be using photos of the different

school at SAIT to show anyone can be a part of the Board of Directors.

We will follow SAITSA’s brand book guidelines, which is designed to work around the Whitney

font.

• Short

• Inspirational

• Professional

• Friendly

The images that will be using are SAIT students that show diversity within the schools. Just like

the pictures used in this document, they show the variety of students which are the target

market of the campaign. The images will show students that are happy, looking at the camera,

and engaged. These photos attract the target market, because they are the people in the photo

making it a successful image.

All platforms will feature the Board of Directors logo and the SAITSA jumble logo.

SAITSA App: The message board is utilized to communicate with students about campaign

events. A tile is created for Board of Directors elections. Anyone who has downloaded and

registered on the app can join the group.

Twitter: Instant updates from BOD members is promoted through the SAITSA Twitter page.

Facebook: Potential candidates can connect with SAITSA through here. This will also feature

event invites and details of each event. The Facebook page will also have posts encouraging

people to run for the Board of Directors.

Instagram: Photos of potential candidates with their “swag pack”, posts encouraging people to

run for BOD and up to date announcements of the campaign and events.

MEDIA

O 26

IMAGES & VISUALS

Visuals must represent the diversity of SAIT students and

programs.

These sample images illustrate how any student can be a

leader and get involved with the Board of Directors.

O 27

KEY DRIVERS

The key driver’s timeline illustrates the actions taken in the campaign. The campaign for the

SAITSA Board of Directors is designed to transpire over a 14-month period. These are all the

elements within the campaign. The importance of each element will be embellished by the by

the transparency of the image inserted of the key driver’s timeline.

O 30

Bi-Weekly Emails

September October

Meet Your Board

Bi-Weekly Emails

Update App

November

Meet Your Board

Bi-Weekly Emails

Update App

December

Meet Your Board

Bi-Weekly Emails

Update App

January

1-on-1 Mentorship

Bi-Weekly Emails

Rack Cards with

acceptance letter

Meet Your Board

Update App

Coffee Sleeves

Rack Cards

Coffee Sleeves

Rack Cards

February

Friendlies

Presentation

Meet Your Board

Bi-Weekly Emails

1-on -1 Mentorship

Jackets

T-Shirts

Buttons

Rack Cards

Coffee Sleeves

March

Meet Your Board

Bi-Weekly Emails

Update App

1 on 1 Mentorship

Medium Importance

High Importance

Launch Coffee

Sleeves

Launch SAITSA

App

Coffee Sleeves

Rack Cards

Coffee Sleeves

Rack Cards

Coffee Sleeves

Rack Cards

O 31

Friendlies Presentation

Meet Your Board

Bi-Weekly Emails

Update App

1 on 1 Mentorship

April

Orientation

Ambassador

Update App

May June

Launch of SAITSA

Website with BOD

Tab

Update App

July

Update App

August

Orientation

Ambassador

Bi-Weekly Emails

Meet Your Board

Update App

1 on 1 Mentorship

September

Campaign Bootcamp

Meet Your Board

1-on-1 Mentorship

Chest of Changes

Update App

Coffee Sleeves

Rack Cards

October

Post Mortem last

day of October

Update SAITSA App

and Website

Jackets

T-Shirts

Buttons

Coffee Sleeves

Rack Cards

Rack Cards

T-shirts

Coffee Sleeves

Rack Cards

O 32

SUMMARY OF KEY DRIVERS

The timeline illustrates exactly when the key drivers and promotional tools that SAITSA Board

of Directors will use to achieve the objectives stated earlier in the campaign. With the use of

strategies, a versatile understanding of the target market, SAITSA Board of Directors will

increase candidate count.

O 34

PROMOTIONAL TYPE

1. Bi-Weekly emails

2. SAITSA App

3. Coffee sleeves

4. Meet your Board

5. Rack cards

6. 1-on-1 Mentorship

7. SAITSA Friendlies Orientation Event

8. SAITSA Friendlies free swag

9. Welcome Week Ambassadors

10. SAITSA website

11. Campaign Bootcamp

12. Chest of Changes

O 36

Bi-Weekly Emails

O 37

Direct Marketing | Awareness

The e-newsletters will be used to spread awareness to the student body, keeping students informed on the Board of Directors.

This will allow students to get to know their Board, interact with the members and also encourage them to “Get on Board”, by

becoming a voice for the student body as a Board of Director. The e-newsletters will lead to the success of Meet your Board,

Campaign Boot Camp and 1-on-1 Mentorship events.

⇒ Create bi-weekly email

⇒ Send out bi-weekly, starting in the mid August.

⇒ Update special events for every bi-weekly email

⇒ Use website links on post to direct students to the SAITSA website and events

⇒ Evaluate

⇒ Attendance

◊ Meet your Board

◊ 1-on-1 Mentorship Programs

◊ Campaign Boot Camp

◊ Board of Directors monthly meetings

⇒ WordPress analytics

2016

Sept

Oct

Nov

Dec

2017

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct Item Quantity Frequency Cost

SAITSA Resource Cost

SAITSA Venue Cost

SAITSA Labour

Board of Directors

Labour

External Labour

Volunteer Labour

MailChimp - 28 $120 per year 3 Hours

TOTAL $120 per year 84 Hours

O 38

STRATEGY

KEY TACTICS

EVALUATION

BUDGET

O 39

SAITSA App

The updated SAITSA App with a new BOD section is important for prospect nominees seeking information about the Board of

Directors and the elections. This promotional element integrates the use of social media digital marketing through the umbrella effect

of Instagram, Twitter and Facebook. The app will lead to the success of Meet your Board, Campaign Boot Camp and 1-on-1 mentorship

events.

⇒ Make the BOD tab on the homepage which directs users to the groups events, twitter and info page.

⇒ The BOD will show the current Executive Council, the current Board of Directors members and all users that join the group listed below as

group members.

⇒ The events page will feature information on all past, present and future events the BOD is apart of and be updated weekly, unless important

information must be released.

⇒ The Twitter tab will include pictures with a little blurb about the picture and a link to the full article.

⇒ The info tab will include bios of all the current Board of Directors members and the organization.

⇒ Evaluate

⇒ Application analytics

⇒ Attendance

Digital Marketing | Awareness, Consideration, Conversation, & Advocacy

O 40

2016

Sept

Oct

Nov

Dec

2017

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

STRATEGY

KEY TACTICS

EVALUATION

BUDGET

Item Quantity Frequency Cost SAITSA

Resource Cost SAITSA

Venue Cost SAITSA Labour

Board of Directors

Labour

External Labour

Volunteer Labour

Editing Labour

56 8 Hours/

Week

TOTAL 448 Hours

O 41

Coffee Sleeves

GET ON BOARD

Download the SAITSA App or visit us at saitsa.com

The campaign coffee sleeves will be used to help create a conversation about the BOD and get students to start thinking about run-

ning in the next election. This will lead to the success of app downloads and event attendances.

⇒ Design the Coffee Sleeves

⇒ Order coffee sleeves

⇒ Distribute the coffee to the four events of campaign at every occurrence.

⇒ Evaluate

⇒ Inventory evaluation



⇒ Application downloads

Public Relations | Conversation

O 42

STRATEGY

KEY TACTICS

EVALUATION

BUDGET

2016

Sept

Oct

Nov

Dec

2017

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct Item Quantity Frequency Cost

SAITSA Resource Cost

SAITSA Venue Cost

SAITSA Labour

Board of Directors

Labour

External Labour

Volunteer Labour

Coffee Sleeves

5000 1 $0.27 3 Hours

TOTAL $1,350 3 Hours

O 43

Meet Your Board

The Meet your Board events generate awareness about the BOD and SAITSA. This runs for 9 months, and will be split up into 4

different event themes including: “Coffee with Your Board”, “Bowling with Your Board”, “Battle of the Boards” (a board games night),

“Movie Night with Your Board’ and a sports event. The events will involve four current board members and other invited guests. The

Meet your Board events will lead to an increase of students wanting to run in the next BOD election.

Poster

⇒ Create poster

⇒ Observe highest traffic areas of SAIT campus

⇒ Hang posters

⇒ Display poster on Facebook, Instagram, SAITSA website and SAITSA app

Events

⇒ Book Odyssey for 6 separate events.

⇒ Book bowling time for January 9th and September 4th, 2017.

⇒ Create an invitation for each event.

⇒ Select students from candidates and friendly nominations to invite.

⇒ Select 5 Board members to attend each event.

⇒ Invitations will be emailed to selected students a month in advance so they are aware of each Meet your Board event.

⇒ Set up picnic tables in odyssey an hour before each event.

⇒ Each event will be an hour long.

⇒ Take down posters.

⇒ Evaluate

⇒ Attendance





O 44

STRATEGY

KEY TACTICS

EVALUATION

2016

Sept

Oct

Nov

Dec

2017

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct





Board of Directors

Labour

External Labour

Volunteer Labour

Poster Design 2 Hours

Poster Hanging 2 SAITSA Resource

Cost 1 Hour

Paper 50 SAITSA Resource

Cost

Send Emails 2 Hours

Book Event Locations

2 Hours

Bowling 10 People 2 $85 2 Hours

Odyssey Coffee House Rental

1 6 SAITSA Venue Cost

6 Hours 6 Hours

10 Cup Coffee Pot

2 2 $17.90

Assorted Tea 10 2 $0.50

Soccer Field 1 1

Sports Equipment

Picnic Tables 4 6 $35

BOD Members 5 9 9 Hours

Poster Take-Down

1 Hour

TOTAL $1,885.80 14 Hours 15 Hours 2 Hours

O 46

BUDGET

2016

Sept

Oct

Nov

Dec

2017

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct


O 47

FRONT BACK

GET ON BOARD Three events to learn more about your BOD

MEET YOUR BOARD

Get to know your

BOD members

and learn first

hand what their

position and role is

like and how they

help to improve

the student

experience.

1-ON-1 MENTORSHIP

Learn about

leadership

opportunities

available to you

and how getting

involved can

improve your

leadership skills

and make you

stand out from the

crowd.

CAMPAIGN BOOTCAMP

Thinking of putting

your name in the

running, but not

sure where to

begin? Learn

about strategies

on how to create

an effective

campaign.

9 in

che

s

4 inches

DOWNLOAD THE SAITSA APP

Three ways to connect with your SAITSA BOD

STAY UPDATED

Your BOD will

post and update

on activities and

events around

campus and keep

you in the loop on

what they’ve been

doing.

LEARN HOW TO GET INVOLVED

Learn more about

student life,

connecting with

your peers, and

how you can help

our BOD make our

campus a better

place to be.

GET CONNECTED

Communicate

with your board

members and be a

part of their

mission to inspire

others to learn,

lead and be

exceptional.

Rack Cards

The rack card provides information about the BOD as an organization, promotes events held by the Board of Directors campaign

(1 on 1 Mentorship, Meet your Board and Campaign Bootcamp) and the SAITSA app. It will unify the image of the SAITSA BOD to the

student body, prospect nominees and friendlies. This will lead to the success in attendance at BOD events, new friendlies and an

increased number of BOD candidates.

⇒ Develop rack cards highlighting SAITSA Board of Directors three main events, mission and values.

⇒ Email rack card template to Vistaprint

⇒ Buy two of the 10,000 bundles of 98 x 213 mm of rack cards from Vistaprint

⇒ Distribute to SAIT admissions department, SAITSA offices and all campus’ main offices.

⇒ Divide rack cards for all events within the campaign, friendlies orientation and orientation ambassadors.

⇒ Evaluate




⇒ Attendance




Board of Directors

Labour

External La-bour

Volunteer Labour

Rack Cards 20,000 1 $270 per

10,000 cards

Distribution Team 5 Hours

TOTAL $540 5 Hours

O 48

STRATEGY

KEY TACTICS

EVALUATION

BUDGET

2016

Sept

Oct

Nov

Dec

2017

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct


O 49

1-on-1 Mentorship

A public relations event that creates a one on one coffee experience with a student and current BOD member. By prearranging to meet

with a Board member by email ,these meetings will answer any questions future candidates have about the BOD, goals of SAITSA, the

benefits of becoming a member and how to get involved. 1-on-1 Mentorship will lead to the success of an increased number of BOD

candidates.

⇒ Design posters and put posters up

⇒ Create and send out email and app analytics

⇒ Student make appointments by emailing SAITSA VP Academic

⇒ Governance and Advocacy Manager will contact a member of BOD and set up an appointment

⇒ BOD and student will meet at the Odyssey for a 45 minutes to 1 hour interview

⇒ Explanation of job descriptions of BOD and SAITSA and also questions the students may have

⇒ Evaluate

⇒ Attendance








Board of Directors

Labour

External Labour

Volunteer Labour

Coffee & Tea in-house

44 per time 7 $0.50 1 Hour

Setting up Email 14 2 Hours

Setting up App 7 2 Hours

TOTAL $22 42 Hours 44 Hours

O 50

2016

Sept

Oct

Nov

Dec

2017

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

Public Relations | Loyalty

STRATEGY

KEY TACTICS

BUDGET

EVALUATION

O 51

SAITSA Friendlies Orientation

The presentation to SAITSA friendlies will build awareness about the Board of Directors, and inspire conversation with those thinking

of running. The orientation aims to reach all schools within SAIT and focuses on building a relationship with the candidates in conten-

tion. The orientation will result in an increased number of new friendlies and potential BOD candidates.

⇒ Create the email that will be sent.

⇒ Create PowerPoint

⇒ Establish an appropriate presenter

⇒ Prepare Shirts, buttons and jackets to hand out for those that selected one of the options.

⇒ Invitation will be emailed

⇒ RSVP to confirm numbers

⇒ Event location booked, beverages organized, no food will be served due to cost

⇒ Host event

⇒ Evaluate

⇒ Attendance





Public Relations | Consideration and Conversation

O 52

STRATEGY

KEY TACTICS

EVALUATION

2016

Sept

Oct

Nov

Dec

2017

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct




Board of Directors

Labour

External Labour

Volunteer Labour


Poster hanging 2 SAITSA Resource

Cost 1 Hour

Paper 50 SAITSA Resource

Cost

Send Emails 2 Hours

Book Event Location 1 Hour


1 1 SAITSA

Resource Cost

Projection Equipment (screen, projector)

1 0 SAITSA Resource

Cost

Picnic Tables 4 $35 1 Hour

Presenters 10 BOD

Members 2 Hours

Box of Donuts 5 (12 in a

box) 2 $6.99

Poster Take-Down 1 Hour


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BUDGET Public Relations | Consideration and Conversation

2016

Sept

Oct

Nov

Dec

2017

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

4 inch round button

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SAITSA Friendlies Swag

GET ON BOARD

Download

the

SAITSA App

1 ¼ inch round button 2 ¼ inch round button

The loyalty program of Friendlies Swag will be used to get more candidates to run for Board of Directors. If a SAITSA Friendly gets

three students to run for Board of Directors then they will get a SAITSA jacket to thank them for getting more candidates involved.

This loyalty program will lead to the success of an increased number of BOD candidates.

⇒ Design jackets, t-shirts and buttons

⇒ Order from 4impact jacket, t-shirts and buttons

⇒ Contact friendlies and ask which items they would like to wear to help promote Board of Directors

⇒ Contact 4impact for order

⇒ Hand out Swag to Friendlies at the Friendlies Presentation in February and April.

⇒ Evaluate





⇒ Attendance




Board of Directors

Labour

External Labour

Volunteer Labour

Jacket 10 1 $135.87 5 Hours

T-Shirt 75 1 $26.47 5 Hours

1 ¼ inch button 150 1 $2.45 3 Hours

2 ¼ inch button 150 1 $3.70 3 Hours

4 inch button 115 1 $4.95 3 Hours

TOTAL $4,835.70 19 Hours

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Public Relations | Loyalty 2016

Sept

Oct

Nov

Dec

2017

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

STRATEGY

KEY TACTICS

EVALUATION

BUDGET

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WELCOME WEEK

Download

the

SAITSA App

Orientation Brand Ambassador

AMBASSADOR

The public relations program that will allow current BOD members to travel around main campus and assist new students. While they

are assisting they will aim to address; the role of BOD as well as, promote the SAITSA app. This will lead to the success of awareness

in SAITSA and the Board of Directors.

⇒ Design Orientation Ambassador t-shirts

⇒ Order from Contact 4impact

⇒ Hand out t-shirts to eight BOD

⇒ Each BOD wears a red shirt

⇒ Carrying 10 maps of the campus to give to the people they help

⇒ Direct and assist new students who need help around the schools

⇒ Evaluate





Public Relations - Advocacy




Board of Directors

Labour

External Labour

Volunteer Labour

Shirt 10 1 $26.47 3 Hours

Map SAITSA

Resource Cost

3 Hours

BOD Ambassador 8 5 3 Hours

TOTAL $264.70 6 Hours 3 Hours

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STRATEGY

KEY TACTICS

EVALUATION

BUDGET

2016

Sept

Oct

Nov

Dec

2017

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

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This week, SAITSA’s Board of Directors kick off a new event to “Get on Board” at Meet Your Board. Students cam learn more

about who runs SAITSA and how they impact the… Read More

SAITSA Website

The SAITSA website is used to help promote awareness about the campaign. High importance for the website will be used in late-

August to capture the attention of the upcoming Board of Directors Elections in September. The website will also be used to help

announce the various events used to support the Board of Directors and campaign such as, Meet Your Board and 1-on-1 mentorships.

The SAITSA website will lead to the success of attendance at BOD events.

⇒ Create Board of Directors graphic image for homepage banner

⇒ Create headlining post about information of the Board of Directors on the home page of the SAITSA website

⇒ Create posts for all events and for any important updates

⇒ Use direct website links to the posts about campaign and different events

⇒ Events will be added to the event calendar on the homepage

⇒ Evaluate

⇒ WordPress Analytics

⇒ Attendance


Resource Cost

SAITSA Venue Cost

SAITSA Labour

Board of Directors

Labour

External Labour

Volunteer Labour

Updating Website 11 5 Hours

TOTAL 55 Hours

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2016

Sept

Oct

Nov

Dec

2017

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

Digital Marketing | Awareness

STRATEGY

KEY TACTICS

EVALUATION

BUDGET

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Campaign Bootcamp

Campaign Boot Camp is a public relations event that will create a conversation within the target market about how to run a success

campaign. The event will happen in September 2017, a month before the Board of Directors elections. 10 current BOD members will

be in attendance. Picnic tables will be set up for candidates to sit during the presentations, and at least 2 BOD members will be sitting

at each table. Attendees will hear from current BOD members on how they ran their campaign. This will lead to more candidates

running a successful and competitive campaign.

Poster

⇒ Create poster

⇒ Print posters

⇒ Observe highest traffic areas of SAIT campus

⇒ Hang posters

⇒ Display poster on Facebook, Instagram, SAITSA website and SAITSA app

Events

⇒ Book Odyssey for event space

⇒ Create an invitation for event

⇒ Invitation will be emailed to candidates in hopes to get the conversation sparked about SAITSA BOD election

⇒ Confirm 10 BOD members will be in attendance

⇒ Prepare a presentation for those attending the event

⇒ Set up picnic tables in odyssey

⇒ Host event that will last 2 hours

⇒ Take down event

⇒ Evaluate

⇒ Attendance





2016

Sept

Oct

Nov

Dec

2017

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

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Public Relations | Conversation

STRATEGY

KEY TACTICS

EVALUATION

Item Quantity Frequency Cost SAITSA Resource

Cost SAITSA


Board of Directors Labour

External Labour

Volunteer Labour


Poster hanging 2 SAITSA

Resource Cost 1 Hour

Paper 50 SAITSA

Resource Cost

Send Emails 2 Hours

Book Event Location 1 Hour


1 1 SAITSA

Resource Cost

Projection Equipment (screen, projector)

1 0 SAITSA

Resource Cost

Picnic Tables 4 $35 1 Hour

Presenters 10 BOD

Members 2 Hours

Poster Take-Down 1 Hour


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BUDGET

2016

Sept

Oct

Nov

Dec

2017

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

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Chest of Changes

The Chest of Changes allows students to anonymously submit notes of recommendations for the board of directors. The chest

will be placed at (specific locations) to be easily accessed by SAIT students. Utilizing this strategy will further develop advocacy

within the target market as it allows for communication, recognition, implementation, and feedback. The Chest of Changes will

lead to discussions of future changes in BOD meetings.

⇒ Purchase chest

⇒ Place and rotate chest location at the different schools throughout the week

⇒ Remove notes daily and review with Board of Director Members

⇒ Evaluate



⇒ Application download s




Board of Directors

Labour

External Labour

Volunteer Labour

Chest $40 1 $40 1 Hour

Paper SAITSA

Resource Cost

Pen SAITSA

Resource Cost

Reading of Notes 1 2 Hours

Moving of Chest 1 1 Hour

TOTAL $40 1 Hour 2 Hours 1 Hour

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STRATEGY

Direct Marketing | Advocacy

KEY TACTICS

EVALUATION

BUDGET

2016

Sept

Oct

Nov

Dec

2017

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

MASTER EVALUATION

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The evaluation phase of the campaign will allow the SAITSA to assess, analyze, and adapt

accordingly to ensure success of this campaign.

By using the evaluation tools outlining proper analysis of the program specifics, SAITSA will

better understand and quantify the progress towards the success of the goals and objectives of

the campaign to increase the number of BOD candidates for its election. The primary evaluation

tools that will be used are Application Analytics, Inventory Records, Concurrent Measures and

Attendance.

Application Analytics

Digital Marketing has been utilized within the campaign to further provide success in achieving goals and

objectives. Application Analytics essentially counts the number of clicks on an application, which determines

the amount of traffic a promotional tool has lead to on the application. For the 14-month campaign

application analytics is constantly being updated on many platforms, which makes it the most used

evaluation tool.

· Instagram · Twitter · Facebook · SAITSA Application

Inventory Records

Tangible elements are used interactively with the Student Body are focused on direct marketing. Inventory

data is utilized to supervise the rate at which these resources are implanted. By analyzing the resource usage,

the Board of Directors will be able to evaluate the progress of this campaign towards achieving the goals.

Coffee sleeves start being recorded during the first month of the campaign, during the first Meet Your Board

event. Rack Cards inventory records begin logging for 13 months of the campaign. Friendlies Sway is the least

recorded element as; it will only need to be recoded after all prospect students are candidates in the Board of

Directors election.

· Rack Cards · Coffee Sleeves · Friendlies Swag

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WordPress Analytics

This evaluation tool is used to determine the amount of traffic on a site. The amount of of visits or views will

be calculated on WordPress Analytics to which students are most interested in the content and what type of

tone and copy is most appealing. This evaluation tool is executed constantly throughout the 14- month

campaign.

· SAITSA Website · Bi-Weekly Emails

Attendance

The number of prospect students be can monitored by the traffic at the campaign events hosted by the

Board of Directors. By analyzing the event turnout data, the Board of directors will be able to evaluate the

progress of this campaign towards achieving the outlined objective.

· Meet Your Board · 1-on-1 Mentorship · Campaign Boot Camp · Friendlies Orientation

Application Downloads

The promotional elements in this campaign all direct the the student body to download the SAITSA

Application and add SAIT on all other social media outlets. The final evaluation to each promotional tool is

the amount of traffic it drove towards social media and the SAITSA Application for these platforms is where

the campaign will be mass marketing information. Application downloads occur.

· Coffee Sleeves · Meet Your Board · Rack Cards · 1-on-1 Mentorship · SAITSA Friendlies Swag

· Orientation Brand Ambassador · Campaign Boot Camp · Chest of Changes

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SUMMARY OF EVALUATION

Application analytics is the most use evaluation tool the campaign will use. As it is monitoring

Facebook, Twitter, and the SAITSA app, it will provide the most updated information throughout

the plan. It is also effective because it will reveal what mediums are most effective, and what are

the least.

Inventory record will be the least used evaluation tool even though it provides valuable feedback

because it will only be used periodically as it will not provide significant data if used too

frequently. It is important to highlight the difference of WordPress analytics in comparison to

applications analytics, as one determines clicks the other determines views. Views clicks are

slightly more important because is dictates that the user was interested in the information,

whereas views does not confirm that the user actually read the information or just scrolled past

it. Most importantly, the attendance though not used frequently, will ultimately determine the

success of the campaign. The evaluation tool that will be used to increase feedback for future

planning will be application downloads. This is because all promotional tools directed the target

market toward download the app. The app provides information for the user as well as the

promotional team.

O 72

MASTER BUDGET

The next page encompasses the master budget of this campaign. Expenses have been organized

in the order of the promotional items.

With each promotional tool there are different types of costs:

· SAITSA Resource Cost— a fixed cost for use of existing resources used to carry out the

promotional activities, such as paper and pens. These resource costs are already an

existing part of SAITSA’s budget.

· Venue Cost— a fixed cost of renting space. For SAITSA members, utilization of SAITSA

venues is free.

· Labour Cost— cost of human resources measured in work hours, including: SAITSA staff,

BOD, external people, and volunteers. The amount of labour required is dependent on the

importance of the event or promotional tool.

O 74

Item Cost SAITSA Resource Cost SAITSA Venue Cost SAITSA Labour Board of Directors Labour External Labour Volunteer Labour

Bi-weekly Emails $ 128.00 84 Hours

SAITSA App 448 Hours

Coffee Sleeves $ 1,350.00 3 Hours

Meet Your Board $ 1,885.80 SAITSA Venue Cost 14 Hours 15 Hours 2 Hours

Rack Cards $ 540.00 5 Hours

1-on-1 Mentorship $ 22.00 42 Hours 44 Hours

SAITSA Friendlies Orientation

$ 192.30 SAITSA Resource Cost SAITSA Venue Cost 6 Hours 2 Hours

SAITSA Friendlies Swag $ 4,835.70 19 Hours

Orientation Brand Ambassador

$ 264.70 SAITSA Resource Cost 6 Hours 3 Hours

SAITSA Website 55 Hours

Campaign Bootcamp $ 210.00 SAITSA Resource Cost SAITSA Venue Cost 10 Hours 2 Hours

Chest of Changes $ 40.00 SAITSA Resource Cost 1 Hour 2 Hours 1 Hour

TOTAL $9,468.50 693 Hours 68 Hours 2 Hours 1 Hour

O 75

Each event is important to the success of this comprehensive and coordinated campaign.

Encompassing all events and promotional elements, the total budget of this campaign is

$9,668.50.

The most costly promotional type is the monthly Meet Your Board events and SAITSA Friendlies

swag. The least costly promotional type is the Chest of Changes, as the only cost involves

purchasing the chest.

The total hours of labour required is 764 hours altogether. The majority of labour hours is

associated with SAITSA staff because these are SAITSA run events. To reduce this cost, SAITSA

may look to distributing more labour hours to the Board of Directors, external sources or

volunteers.

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MASTER TIMELINE

O 78

The next page encompasses the master timeline. This is a visual representation of the whole 14

month campaign and when each promotional element is hosted.

This master timeline is a great way to break down the flow of the campaign, which begins in Fall

2016 and finishes in 2017.

O 79

20 7 20 6 SEPT OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT

Bi-Weekly Email

Launch & Update SAITSA

App

Coffee Sleeves

Meet Your Board

Rack Cards

1-on-1 Mentorship

SAITSA Friendlies

Orientation

SAITSA Friendlies Swag

Orientation

Ambassador

SAITSA Website

Campaign Bootcamp

Chest of Changes

O 80

This campaign can be adjusted and scaled as the needs of the student body evolves.

SAITSA Friendlies are a key component to this campaign because they act as advocates to promote the

SAITSA and its BOD. The SAITSA Friendlies Orientation is a key driver as it informs interested stakeholders

to what it means to be a Friendly, how to get connected with SAITSA and the student body, and of the

opportunities SAITSA provides to students.

The effectiveness of providing students with opportunity to connect with their board members lies with the

monthly Meet your Board events. The themed events will attract diverse individuals on a reoccurring basis.

The Campaign Bootcamp provides an opportunity for like-minded students interested in getting involved

with SAITSA to connect with one another. This event will give students information and tools needed to

develop a successful election campaign strategy.

1-on-1 Mentorship is another opportunity which gets students face-to-face with current board members, and

ask questions about leadership and leadership opportunities. The Chest of Changes allows SAITSA to collect

information and feedback directly from the student body.

The use of twelve promotional elements will increase the number of candidates in contention and increase

overall voter turnout. These two benchmarks are the most important to analyze because if it meets our

objectives than we know it was a successful campaign.

FINAL SUMMARY

The campaign emphasizes the use of the picnic table to symbolize community. The main focus of

the campaign is to build confidence in the student body, give them the information and tools

necessary to run for the BOD. The campaign will take place on the SAIT main campus to reach a

diverse range of students.

This campaign will improve the awareness of SAITSA and how it gives students the tremendous

opportunity for personal and professional growth.

Diverse Communications has developed a one of a kind SAITSA Board of Directors campaign

which will accomplish the objectives stated and inspire individuals to be a part of SAITs commu-

nity.

O 82

Integrated Marketing Communications Proposal - Board of Directors Elections

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Transcript of Integrated Marketing Communications Proposal - Board of Directors Elections