Studio One Spring 2013 Marketing Plan

Table of contents StudioOnemarketingteambiographies

Summary

Productreview|program

StudioOneHallofFame

Productreview|internship

Alumni

Telecastmarketreview

Targetaudience|UNDcommunity

Targetaudience|GrandForkscommunity

Secondaryaudience

SWOTanalysis

Strengths

Weaknesses

Opportunities

ThreatsGoalsandstrategies

Recruitmentgoals

Internalgoals

Actionplan

Budget

Evaluation

Studio One marketing team biographies

Alex Bunde Audience Development Team | Digital Communications Team Alex Bunde is in his fourth year at the University of North Dakota, working towards a double major in marketing and economics with a minor in international business. Bunde has worked, since his junior year in high school, at many different places such as Jimmy Johns, Hardware Hank and at the International Design Center Warehouse. In addition to his work experience, Bunde has learned hard work and dedication from participating in many different sports throughout his life including baseball, football and basketball. Some of Bunde’s favorite things to do are playing sports and traveling. He hopes to travel to at least 20 different countries by the time he is 50.

Lizz Denning Photographer | Greeter | Audience Development Team Lizz Denning is a photographer, greeter, and a marketing team member for Studio One. She is a freshman at UND and plans on majoring in marketing. Denning has a wide variety of experience that she brings to the marketing team. She has been involved in DECA (a club for marketing students) for the past four years, placed 3rd in the nation at the International Career Development Conference in Salt Lake City, served as her chapter’s president her senior year in high school and now serves as the UND DECA chapter vice-president. Denning’s responsibilities at Studio One include developing the marketing plan, designing print promotions and working on audience development for Studio One. She also works as a shoe associate at Herberger’s and in her free time, enjoys watching Food Network, shopping and taking naps.

Meghan Forney Green Room | E-News Writer Meghan Forney is on the marketing team at the University of North Dakota Television Center. She is a May 2009 graduate of Crookston High School and is a senior at UND. This is her second semester with the Studio One marketing team and she will be working as an e-news writer. Forney is finishing a double major in Sociology and Communication with an emphasis in public relations and will be graduating this May. Forney has also been involved in the Kappa Alpha Theta sorority on campus since she was a freshman. She has held multiple positions in her house including social chair, Vice President of Panhellenic and most recently Vice President of Public Relations. Forney was also a nominee and finalist for the future Greek leader award when she was a freshman and was chosen as a representative to Kappa Alpha Theta’s Grand Convention as a sophomore. Forney enjoys spending time at the lake during the summer and doing Pilates.

Chelsy Grover Tour Guide | Audience Development Team Chelsy is in her second year on the marketing team. This season she is a tour guide and on the audience development team. Last semester she worked as a greeter, photographer, e-newsletter writer and social media producer. She has also been a sports reporter and weather reporter for Studio One. She received the Studio One Recognition of Excellence award last semester for her work in Studio One. She is also a member of the Delta Gamma sorority. Chelsy loves sports whether she is playing or watching them. She also loves to stay active by running or biking. During the summer she enjoys boating, water skiing and tubing.

Chelsea Hay Tour Guide | News release Writer Chelsea Hay is on the Studio One marketing team working as a press release writer. During show day she will give tours to guests of the show. She draws from her past leadership experiences to provide new insights to the team. Hay has interned for College Lifestyles online magazine and has worked at Town and Country Club in St. Paul, Minn. as a food and service manager. She is a member of Alpha Chi Omega sorority and has served as the Vice President of Membership Development as well as various other chairs. Currently, she serves as the Mortar Board Senior Honor Society Social Coordinator and is a member of Student Leaders International. She was raised in Minneapolis, Minn. and will graduate this spring. Chelsea is majoring in communication with a minor in geography.

Kayla Jahraus E-News Writer | Digital Communications Team Kayla Jahraus is a new member of the marketing staff at Studio One. Her roles on the marketing team will include being an E-News writer and a member of the Digital Communications team during show day. Jahraus’s duties will include putting together the graphics that will be seen on the web as well as cutting up the live show for viewers to watch online. This is her 2nd semester at Studio One, she spent her first semester as a feature reporter. Her past experience as a reporter will help bring strong communication skills and an understanding of Studio One technologies to the marketing team. Jahraus is currently in her last year at UND and is working towards a degree in communications with an emphasis in public relations and advertising. Kayla recently got engaged and is spending most of her free time planning an August 2013 wedding which will be held in Grand Forks. The reception will be hockey themed and held at the Ralph Engelstad Arena, which is where she met her fiancé.

Nick Johnson News Release Writer | Digital Communications Team Nick Johnson is a member of the marketing staff at Studio One. This is his 3rd semester at Studio One and he is currently in his 4th year at the University of North Dakota and is working on completing a major in marketing and minors in Spanish and international business. He is a May 2009 graduate from Buffalo High School. Nick has worked in a variety of settings including a plastic fabrication plant and in the UND Chemistry Department. At Studio One, Nick’s responsibilities include working as a member of the marketing team promoting the show and helping to develop a marketing plan for the semester. He also helps develop the Season Summary. He will also bring experience and leadership to the marketing team being in his 3rd semester with the program. On show day, he works on the digital communications team helping post the show content online. He enjoys hanging out with friends and playing hockey in his spare time.

Kyle Kohns Student Marketing Director | Green Room Kyle Kohns is currently the student marketing director at Studio One and a green room assistant on show day. This is her second semester with the program and her senior year at the University of North Dakota. This May she will graduate with a major in management. Kohns is an active member in Alpha Phi Sorority. Before interning at Studio One, she served as the Director of Recruitment and Panhellenic Delegate for her sorority and captain of the University of North Dakota Men’s Hockey Cheer Team. Kohns brings experience and leadership skills to the program by staying active on campus and involved in many organizations. In her free time she enjoys teaching yoga at the UND Wellness Center, traveling and figure skating.

Brooke Pearson Social Media Producer | Audience Development Team Brooke Pearson is currently a student at the University of North Dakota and is pursuing a Bachelor’s degree in communications. She is a member of the marketing team with Studio One as the social media producer and is on the audience development team. Pearson brings experience with communications and marketing. She worked as a Public Relations Assistant at Lake Region State College and worked with the local radio stations and the Devils Lake Journal. She also attended LRSC for two years and received her Liberal Arts degree. When she is not in class or working, she enjoys relaxing and watching The Big Bang Theory.

Molly Price E-News Writer | Tour Guide Molly Price is from Burnsville, Minn. and is a senior at the University of North Dakota. She is studying business marketing and is very excited to be a part of Studio One’s marketing team for the second semester. While she is not interning at Studio One, Molly spends much of her time with her friends, especially her sorority sisters. She is a member of Alpha Phi and has learned many life lessons and made lifelong friendships that have shaped her time here at UND. In addition to her sorority life, she spends many hours of the week studying at Gamble Hall to keep up with the busy academic schedule of the business school. After school, Molly plans on finding a job in the marketing field. Some areas she is currently interested in are sales, advertising, or marketing for a professional sports team. She would love to travel around the world. No matter where life takes her, she is excited to see what the future holds.

Executive Summary – Season 51 Theme StudioOnewillcontinuetocelebrateits25thanniversaryoverthecomingseason.Themarketingteamwilllookforwaysoverthesemestertocapitalizeonthismilestone.Theteamwillpromotetheanniversarywiththe25yearlogoonalladvertisements,promotionalitemsandtheshow.Thecolorschemewillcontinuewithsilver,blackandwe’veaddedredthissemester.ToincreasebrandrecognitionandtoensureconsistencytherewillbespecificfontsstylesandUniversityofNorthDakotalogosonalladvertisements.

Team Dynamic Themarketingteamthissemesterconsistsofnineinternswithavarietyofbackgrounds.Fiveofthenineinternsarereturningfromlastsemester,oneisnewtothemarketingteamandthreearenewtoStudioOne.Itisbeneficialhavingatleasthalfofmarketinginternsthroughoutour25thanniversarytocontinuecarryingonourcelebration,sincetheyhelpedbuildmomentumduringthefall2012season.Theteamrangesfromfreshmantoseniorsandstudentshaveavarietyofmajorsincludingcommunication,marketingandmanagement.Thisgrouphastheabilitytolookatideasfromuniqueperspectivesandaddressdifferentaspectsoftheproject.Havinganadditionalmemberontheteamwillallowforeasierstaffingatboothsandeventsaswellasmoretimefordistributingtheshowthroughdigitalmediums.

Focus Duringthe50thseasonofStudioOne,themarketingteambegantheirfocusonresearch.Thissemester,themarketingteamiscontinuingtheireffortsonresearch.Nowthatthereisabaseofresearchinformationtheteamcanaddtothedataandanalyzeit.Theteamwillbeabletoanalyzethetrendsandidentifywhatisworkingwellandwhatneedsimprovement.Atthebeginningofthesemester,therewasaninternalsurveysentouttocurrentStudioOneinterns,anexternalsurveytostudentsintheCollegeofBusinessandPublicAdministration,communicationprogramstudentsaswellasasurveysenttotheUNDstudentbody.ThepurposeofsendinganinternalsurveywastohelpwithourSWOTanalysis.Sendingtothedifferentacademicdepartmentswastoreachourtargetaudiencewillhelpusunderstandwhat’simportanttotheseaudiencesand

howtotailorourmarketingmessage.Finally,thestudentbodysurveywillhelpinunderstandingwhatthecampusknowsaboutStudioOneandhowwecanreachthemeffectively.Inordertoadddata,evaluateandanalyzethedata,themarketingteamwillcontinueusingFacebook,Twitter,YouTubeandBloggeranalytics.AttheendofthesemesteranalytictoolsfromBitlywillbeusedtotracktrendsfromprevioussemestersonhowviewersarewatchingcontent,findingourstoriesorinteractingwithoursites.Theresultswillbebeneficialinseeingifourmarketingstrategiesareworkingandhowtousedigitaltoolsitinfuturesemesters.

Product review| program

StudioOneisalivetelevisionproductionputtogetherbystudentinternswiththehelpoftrainedstaffattheUniversityofNorthDakota.Theshowisanhour‐long,weeklynewsprogramsimilartomorningnewsshowslikeGoodMorningAmerica.StudioOneplaysacrossNorthDakotaandotherpartsoftheUnitedStates,andcanalsobeviewedworldwidewheneachweeklyshowispostedonline.Sincefirstairingin1987,StudioOnehasreachedmanyimportantmilestonesinits25yearsofoperation.

Studio One Hall of Fame The program has been successful because of the help of entrepreneurial and committed people with a vision of making Studio One a place for student success. A few inductees into the “Studio One Hall of Fame” have made strong contributions to the program:

Tom Beuhring Beuhring was a student at UND in the mid-1980s and was pursuing a career in broadcasting. He noticed there was no broadcasting opportunities on campus, so he wrote a proposal for the production of a news/information program run by students. He knew that students could make a high quality program and his idea was made a reality. After graduating, he was hired by Studio One as the Executive Director. He was able to establish many of the working relationships still used by the program today, the most important one being CNN. Interns are

able to access stories, clips and movie notes through CNN’s archive.

Thomas Clifford

Clifford was the President of UND in the mid-1980s when the idea of Studio One was created. A meeting was set up with him and the program proposal

was pitched during the meeting. After hearing the idea, he came to an immediate decision and told everyone, “I’m in!” Clifford was an advocate of projects that were different yet beneficial, such as television production. He had confidence in the program, so he helped the program find funding and allowed Studio One to take up residence in the basement of Robertson Hall.

Bruce Gjovig Gjovig is the founder of the UND Center for Innovation, which was created to help entrepreneurs produce a business plan and make connections while they are growing. In the mid-1990s, Gjovig wrote the grant for the Skalicky Tech Incubator and allowed members of the Studio One staff have a hands-on approach in the planning. Due to this involvement, the TV Center staff was able to help design a portion of the

building to meet the needs of a television studio. The building has soundproof rooms in the editing bays, as well as an intricate air duct system that keeps those rooms quiet for recording voices during editing.

Product review| internship

StudioOneallowsstudentstogainhands‐onexperienceinbroadcastingandtelevisionproduction.Studentsareabletogaincollegeandinternshipcreditsorcanvolunteertheirtimetoparticipateintheprogram.StudioOneisdividedintosixdifferentteams:News,Programming,Production,Marketing,WeatherandGraphics.Studentsworktogetherwithintheirteams,butalsoasawhole,toproduce10weeklyhour‐longliveproductionseachsemester.Studentscanlearntimemanagementandresponsibilityduetotheamountoftimethatisneededeachweektosuccessfullyproduceeachshow.Theteamsputinabout454hourstoproduceoneshow.HoursweregeneratedwiththehelpofLoriShafer,StudioOneInternshipCoordinator.

Alumni

There are a total of 719 alumni in this chart. The careers ranged from TV producers and meteorologists to marketing director and Web and graphic editor. This information is useful to current interns because this shows there are many networking opportunities in a variety of fields.

Studio One alumni are all over the world. Many people assume that people that intern with Studio One pursue a career in television after graduation. While some do, many work in a variety of fields. Below is a chart showing Studio One alumni careers.

CommunicationsMarketingGraphic DesignWeatherUnknown

Telecast market review

Station ChannelandTime Numberofviewers

Bismarck‐Mandan:DakotaMediaAccess

Channel:12Telecast:Mon.@5pm

29,000Households

CableChannel19:DCTV‐17

Channel:19Telecast:Fri.@5pm,Sat.@4pm,Sun@7pm

77,000Households

Deproduction:Denverevolution

Channel:56,57,219oncomcastTelecast:Mon.@11am

619,968*

Dickinson:ConsolidatedTelcom

Channel:18Telecast:Mon.@7pm&9pm

96,000Households

Fargo:CityofFargo

Channel:99Telecast:Tues.@7:30pm&Thurs.@2:00pm

30,000Households

PrairiePublicTelevision Channel:13.1Telecast:Sat.@6am

Leftamessage

DakotaCentralTelecommunications

Channel:17Telecast:Mon.‐Fri.@12pm(sometimes10pm)

15,400*

MetroCableNetwork Channel:6Telecast:Wed.@10:30amThurs.@10:30am

650,000households‐Potentially1.3millionpeople

MinotStateUniversity:KMSU

Channel:19Telecast:Mon.@2pm&Tues.@3pm

42,485*

NorthwestCommunicationsCooperative

Channel:17Telecast:mon.‐Fri.@7pm

2,093households

Suburbancommunitychannels

Channel18Telecast:

24,087*

OakesHighSchool

Channel:TBATelecast:Wed@7pm

18communities8,000subscribers

Station ChannelandTime Numberofviewers

HerndonCommunityTelevision

Channel:23,28Telecast:Tues.@8am&7pm

23,705*

TCCTV

Channel:18Telecast:

6000Households

MICommunityMediaWBRWTV

Channel:6 PhoneDisabled

TheReplayChannel

Channel:10 15,400*

STPaulNetworkNeighborhood

Channel:15Telecast:Mon.@6pm&Tues.@1am&11am

52,000households

   

 

Target audience StudioOnehastwoprimaryaudiences:

1. TheUNDcommunity:studentsthatcanbothattendtheshowandmakeupourtargetmarketfornewinterns.

2. TheGrandForkscommunity:localcommunitymembersthatwewanttowatchtheshowandalsobeamemberofourlivestudioaudience.

Target audience | UND community

TounderstandStudioOne’stargetaudience,themarketingteamputtogetherthreesurveystoconductourownmarketresearchanddistributedthemviaemail.Thethreesurveysweresentto1)theUNDstudentbody,2)communicationprogramstudentsand3)theCollegeofBusinessandPublicAdministrationstudents.Themainobjectivewastofindoutwhatmatteredmosttostudentswheninvolvedinaninternship,whatsocialmediatheyusemostfrequentlyandtheoverallawarenessofStudioOnearoundcampus.Aftercollectingandanalyzingthedatafromthesurveywefoundthethreemostimportantqualitiesstudentsarelookingforinaninternshipare:hands‐onexperience(83percent);networkingopportunities(64percent);andthatitispaid(47percent).

StudioOneisfocusingitstargetaudienceonstudentsthatarefreshmen,sophomoresandjuniors.Thisgivesthemachancetobepartoftheprogramformultiplesemesters.AccordingtotheUNDStudentBodyProfile2012‐2013,thetotalenrollmentforUNDis15,250.Thisisarecordhighenrollment.Oftheentirestudentbody,8,233studentsfitouragetarget.Thismakesup53.9percentofallstudents.

StudioOneisalsofocusingitstargetaudienceonmarketing,communicationandatmosphericsciencemajors.ThesethreemajorsaremostcloselytiedtooursixdifferentteamsatStudioOne.Themarketingteamcontactedtherespectiveprogramswiththefollowingresults:

AtmosphericScience:87undergraduatestudents Marketing:over300students;approximately130declaredmajors Communications:over240students;approximately97aredeclaredmajors

ThemarketingteamwantedtocomparetheawarenessofStudioOnebetweentheUNDstudentbody,thecommunicationsprogramandtheCollegeofBusinessandPublicAdministration.TheywereaskediftheyknewthatanyUNDstudentcouldapplyforaninternshipwithStudioOne.ThestudentbodyandtheCollegeofBusinesshadthesamepercentages,55percentdidnotknowthisand45percentdid.Themarketingteamwill

worktoimprovethesenumbersthroughclassroompresentationsandothermarketingevents.Thepositivesidetothesegraphsisthatinthecommunicationprogram80percentofstudentsknewthatanystudentcouldapply.Thereisalargeportionofourtargetaudiencesoitdemonstratestheyhaveagoodawarenessoftheprogram.

Yes 26 45%

No 32 55%SurveyresultsfromUNDbodysurvey

Yes 20 45%

No 24 55%SurveyresultsfromCoBPAsurvey

Yes 20 80%

No 5 20%SurveyreslutsfromCommprogramsurvey

Basedonthestudentbodysurvey,researchindicates74percentofstudentsthinkitisimportant(selected4or5onascaleof1‐5)tohaveaninternshipwhileincollegeandonly9percentthinkitisunimportant(selected1or2onthesamescale).Thisisencouragingfortheprogrambecauseitshowsthatstudentsseevalueinaninternship.

ThechartbelowillustrateswhatsocialmediaUNDstudentsuseonadailybasis.ThisprovidesagoodfoundationfordeterminingwhichsocialmediaisourbestchoiceforpromotingStudioOne.ItshowsthattheFacebookadwewillrunhasthebestchanceofbeingseenbythemoststudents.

InformationusedfromUNDbodysurveyfromSeason51

Target audience | Grand Forks community OurtargetaudienceintheGrandForkscommunityconsistslargelyofcollegeandhighschoolstudents.Thisaudienceisregularwatchersoftheshowandpeoplewhomaywanttoattendaproduction.TheyarealsoimportanttotheprogrambecausetheyarepotentialfutureStudioOneinternsthatbecomeinterestedbyseeinghowaliveshowisputtogether.

ThechartsbelowrepresentthewaystheGrandForkscommunityheardaboutattendingaliveshowandalsohowmanypeopleattendedeachshow.ThemarketingteamsurveyedeveryonethatcametoaliveshowduringSeason50tofindouthowtheyheardabouttheproduction.ThedatashowsthatStudioOneismostsuccessfulwhenusingface‐to‐facecommunicationandwordofmouthfrompeopleinsidetheprogram:37percentofpeoplefoundoutfromfriends,29percentthroughfamilymembersworkingontheprojectand23percentfromamarketingteamclassroompresentation.

Thesecondchartshowswhichproductionswerethemostpopularinour50thseason:21percentattendedthelastshow,16percentattendedtheOctober18showand14percentattendedtheOctober11show.

 

 

 

Graphs used from Studio One Season 50 Audience Development survey 

 

   

Secondary audience Thesecondaryaudienceisanaudiencethatmayhaveinfluenceoverotheraudiences.Oursecondaryaudiencemaywatchourshow,cometoaliveproductionorapplyforafutureinternshipwiththeprogram.Whileweareawareofthisgrowingaudience,wedonotalwaysstayinconsistentcontactwiththem.Wetrytokeeptheminformedonupcomingshowcontent,internandalumniaccomplishments,aswellasupcomingevents.Anotherpartofoursecondaryaudienceistheinternsparticipatingintheprogram.Theinternstelltheirfamilyandfriendsbackhomeabouttheshow,whichcreatesaddedinterestintheprogram.Withthehelpofhometownnewsreleases,StudioOneisabletoreachouttothosepotentialmarketsandhelpthemgetmoreinvolved.

Thereasonfortheinterestinthegrowingdemographicsisbecauseofthecontentofournewsbroadcast.Ourstorieshavenationalappealandaprofessionalismthatcanspananyagegroupanddemographicarea.Belowarethecitiesbothlocallyandnationallythatmakeupourexpandingsecondaryaudience.

NorthDakotaMarkets

Bismarck‐Mandan Dickinson Fargo Jamestown Minot Oakes Ray

Out‐Of‐StateMarkets

ColoradoSprings,CO Denver,CO Herndon,VA Minneapolis,MN St.Paul,MN Washington,MI WhiteBearLake,MN Whitehall,WI

Themapshowsourtargetandsecondaryaudience

. 

SWOT analysis ThemarketingteamworkedingroupstodevelopacohesiveSWOTanalysis.Lookingatthepositiveandnegativeaspectsoftheprogramhelpedtheteamdevelopgoalsandstrategiesfortheseason.Themarketingteamlookedatexternalandinternalsurveyinformationtohelpdefinepointsintheanalysis.

Strengths Astrengthisaninternalfactorthatbenefitstheprogram.

Internship

Professionalismo Givestheinternscredibilityfortheirresumes.o Studentsareexpectedtomeetdeadlinesandhavespecific

expectationsofwhatisrequiredofthem.o Studentsareabletogetvaluedrealworldexperiencebeforeentering

thecompetitivejobmarket. Anymajor

o Anystudentcanparticipate,regardlessoftheirmajor,whichbenefitsStudioOnebynotlimitingtheapplicants.

Manydifferentteamso Internshaveoptionsfordifferentteamsandpositionswithin

program. Excellentstaff

o Internshavetheopportunitytobetrainedbyandworkwithaveryhelpfulandknowledgeablestaff.

Competitiveo Onlyalimitednumberofpositionsareavailablewhichmeansyouare

workingwithsomeofthebest. Hands‐onexperience

o Internsworktoproduceallsegmentsoftheshow. Equipment

o Internsareabletoworkwithhigh‐endequipmentdaily. Networking

o ThechancetomeetnewpeopleatStudioOne,hearguestspeakersandmeetcommunitymembersoutonshoots.

Lifeskillso Internshaveachancetopracticeandimprovetheirinterpersonaland

communicationskillsaswellastheirtimemanagementskills.

Program

25‐yearanniversary

o Showstheviewersandinternsitisastrongprogram.Thismakesitverymarketable.

Nationalappealo Storiesontheshowarerelevantnationwide,thishelpsusgetout‐of‐

statemarkets Alumni

o Thevastnumberofalumnigivesstudentsnetworkingopportunitiesaroundtheworld.

Representscommunityo RepresentsUNDandtheGrandForkscommunitywell.

Weaknesses WeaknessesinaSWOTanalysisarequalitiesthatpreventorganizationsfromaccomplishingtheirfullpotential,goalsorobjectives.Tobeaweaknessthequalitycanbecontrolledbytheorganization.Theinternship

• Timecommitmento TheamountoftimeinternsneedtoputintoStudioOne,especiallyfor

reporters,canbedifficultforcollegestudents.o Stressinghowvaluablehands‐onexperienceisincollegeand

managingtimewillbebeneficialforfuturecareers.• Limitedamountofinterns

o Thereisalargernumberofstudentswhoapplyfortheinternshipthantherearespotsavailable.

o Thiscanbeagoodthing,becauseitshowscompetitivenessandprovidesuswiththemostqualifiedcandidates.

• Allinternsformallymeetonlyatorientationo Thiscausesaseparationbetweenthedifferentteams.o Bridgingthisgapcanhelpfixthecommunicationbarriersandbring

studentstogetheronallteams.• LimitednumberofcomputersintheNewsRoom

o AttimestherearenotenoughcomputersavailableforstudentsintheNewsRoom.Thiscanmakeitdifficultforinternswhoneedtousespecificprogramsonthecomputerstogetthingsdone.

• EquipmentScheduleConflictso Therearesometimesschedulingconflictswiththelimitedamountof

equipmentavailableforstudentstotakeoutonshoots.• Onlyappealstoafewselectmajors

o AswenoticedattheInvolvementExpo,manyofthestudents'majorsdonotmatchupwellwiththesubjectmatteroftheinternship.

• Fewinternshipsoffered

o Withalimitednumberofstudentsperteam,alotisleftuptotheindividualifanothermemberoftheteamisnotavailable.

o EX.Reportershavingtoshoottheirwholepackageifaphotographeroranotherreporterisunavailable.

• Unpaido Unpaidinternshipsmeanstudentshavetohaveatleast1part‐time

jobinordertolivecomfortablythroughthesemester.Thiscreatestimeproblemsandfinancialstress.

• Sometimesstoriesareoutofdateo Somestoriesmaybeoutofdatewhenthenarerebroadcast.

Theprogram Showsarenotproducedinthesummerorduringwinterbreak

o Viewersareunabletowatchtheshowataconsistenttimethroughouttheyear.

Limitedmarketso Contenthasnationalappealbutitcanbedifficulttoreachnew

marketsinotherstatesbecausemanychannelsrequirethattheirprogrammingmustbefromtheirlocalarea.

o StudioOnecanidentifyiftherearelargermarketsitwantstoenterandfindstoriesthatwouldfittherequirementstobeinthatmarket.

No“App”availableo Peopleareswitchingfromwatchingtelevisionwhenitairstoonline

whentheyhavetime.o StudioOnecancontinueuploadingthewebsitewithclipsfromthe

show.DuringboothsorclassroompresentationswecancreateQRCodesthatbringpeopledirectlytotherecentstories.

Maintainingviewerso Alotofnewviewerscomefromnewinterns.Friendsandfamily

memberswatchcontentproducedbythembutmayloseinterestwhentheyarenolongerapartofStudioOne.

Contento Someviewersinotherstatesmaynotbeinterestedinaprogramfrom

theUniversityofNorthDakota,eventhoughourprogramhasnationalappeal.

StudioOnedoesnothaveamobilewebsiteo Therearelimitedresourcestohaveamobilesiteatthistime.

Itwouldbebeneficialfortheprogrambecausethereisatrendinaccessingmobilesitesthroughsmartphones.

OurshowisnotinHDo ThebudgetforswitchingeverythingtoHDisextremelyexpensivebut

somethingtoupdateinthefuture. Onlythetelecastisadvertised

o Manyofthemarketingteam’sadvertisementsfeaturethesentence“liveat5.”Peopleoncampusmaybyunawaretheycanwatchthe

showmanytimesduringtheweekaswellasonThursdays.Advertisingtheentiretelecastschedulewiththechannelsmaybehelpfulinencouragingviewership.

Inconsistentdomainso ItcanbedifficultsearchingforStudioOneonthewebsiteandsocial

mediasiteswithdifferentdomains,StudioOneandStudio1. ThereisnotavisibleStudioOnesignoutsidethebuilding

o ItmakesitdifficultforpeopletofindthelocationofStudioOne.Alargesigncouldmakeiteasiertofindanddrawmoreattentiontoit.

Opportunities Anopportunityisdefinedasanexternalelementthatanorganizationdoesnothavecontroloverbutcanhaveapositiveimpactontheprogram. Internship

Largerfreshmanclasseso Withthelargerfreshmanclassesitmayprovidemoreapplicantsfor

theprogram 60%ofnewstudentsarefreshman

o Withahighfreshmanpopulation,itmayaddformorestudentswithalongeropportunitytobepartoftheinternship.

Scholarshipfortheprogramo Withthescholarshipopportunityitmaypromotemoreinterestinthe

programforstudentsworriedaboutmoney. Publicevents

o Promotingtheprogramandraisingawarenessinthecommunitymayincreaseattendancetoshowsandincreasetelevisionviewers.

Classroompresentations/promotionso Oftheapplicants,abouthalfheardfromclassroompresentationsor

friends. Networkingwithalumni

o Communicatingwithalumniwillallowforinternstogetinsightintonewideasandallowthemtomakesomegreatconnections.

AcademicCredithandsonexperienceo Informingstudentsthatnotonlymaytheyreceivecollegecredit

throughtheprogram,buttheywillgainhandsonexperiencewhichwillbeofusetothemaftercollege

InforminghighschoolstudentsofStudioOneo ReachingouttohighschoolstudentspotentiallyconsideringUNDfor

collegewillallowforStudioOnetogetaheadstartonrecruitingnewinterns

Show

Socialmediao YouTube‐beingatelevisionprogramitiseasytouploadsegmentsto

findmoreviewers. Facebook

o StudioOne’sFacebookpageallowscommunitytogetconnectedwithwhatishappeningintheprogram

LocationonCampuso StudioOne’slocationoncampusisaccessibleforstudentstocommute

toandeasytofind Outdoorsign

o Asignthatclearlysays“StudioOne.”Thiswouldhelpstudentsandaudiencemembersbeabletoclearlyfindthestudio.

Summershowso Showsarenotproducedinthesummerorduringwinterbreak.Studio

Onecouldshowhighlightstoriesandpreviousshows.

ThreatsAthreatisdefinedasanexternalissuethatanorganizationdoesnothavecontrolover.

Internship

Locationo StudioOneislocatedattheendoftheUNDbuildingstretchandisnot

seendailybystudents. Otherpaidinternships

o Paidinternshipsmaybemoreattractivetostudents. Thinktheprogramisonlyforinterns

o Studentswhoarenoteligibleforinternshipsmaynotconsidervolunteeringfortheprogram.

Potentialinternsareintimidatedo Studentsmaybeintimidatedbythecompetitivenessoftheinternship

thatmaydeterthemfromapplying. StudentsareunawareofinternshipsoutsideofTV

o Studentsmaythinktheinternshipisonlyforinternsinterestedinacareerintelevision.

Lackofcreditknowledgeoffacultyo Lackofinstructionstostudentshowtosignupfortheinternshipon

CampusConnection. CreditMax

o StudentsfeelthereisnothingleftforthematStudioOnewhenallthreecreditshavebeen“used.”

Show

Competewithothernewsstationsat5p.m.

o OthernewsstationsarebetterknownandpotentiallyviewedasmorecrediblethanStudioOne.

Viewersarechoosingothermediumstowatchnewso Technologyoffersmanyoptionstowatchhearorreadaboutnews,i.e.

onlinenews. Weather

o NorthDakotaweathermayprohibitliveaudiencemembersorpotentialinternsfromcomingtotheshow.

Parkingo Limitedparkingforguestsandinternsthedayoftheshow.

Limitedmarketso Contenthasnationalappeal,butitmakesitdifficulttoreachnew

marketsinotherstatesbecausetelevisionmarketsmayrequirecontentfromtheregion.

o StudioOnecanidentifyiftherearelargermarketsitwantstoenterandfindstoriesthatwouldfittherequirementsofthatparticularmarket.

Goals and strategies Themarketingteamdevelopedgoalsforthespring2013semester.Goalsarequantifiableobjectivesthatcanbeevaluatedattheendofthesemester.Strategiesarewaysthemarketingteamwillworktocompletethegoal.

Recruitment goals: 75applicants:Classpresentations

45Classroompresentations Notasmanyupperlevelcommunicationclasses Focusonfreshmanandsophomoreclasses Wewilldiscussthestrengthsoftheprogramandhighlightthevarious

opportunitiestheprogramoffers.Booths

10booths 1Merrifield,2Gamble,1Wilkerson,2Union,2outsideO’Kelly,1Link,1

WellnessCenter TheboothoutsideO’Kellywillincludehotchocolate TheboothattheWellnessCenterwillincludewaterandahealthysnack Boothsarestrategicallyplacedtoreachourtargetaudience Boothswillincludetheprizewheeltoencourageinteraction.

Promoitems Wechoseavarietyofpromotionalitemstogiveawayatbooths,internalandexternalcompetitionsandradiogive‐a‐ways.Hereisalistofthespringsemester’spromoitems:

Magnets Stickers Chipclips Coffeetumbler

Advertisements Thefollowingwillbeusedaswaystoattractnewinternsandaudiencemembers.

Tabletents:o Wilkersono Squireso Terrace

Javajackets:o StompingGroundso Caribou

Radiopromotion: 5radiodays

o 2Thursdaymornings:2/7&2/14

o 2Tuesdayevenings:2/9&3/5o 1LeightonBroadcastingevent

Posters: Posterswillbeplacedinbuildingsaroundcampustopromoteinternship

awarenessofStudioOne. PamphletswillbeplacedintheHiltonandCanadInntopromoteaudience

attendance. PamphletswillbedistributedintheGrandForksVisitorCenter.

ElectronicBillboards: Thebillboardswillbedisplayedthroughoutcampustelevisionstopromote

StudioOne.Listserveannouncements:

Alistserveannouncementwillbesenttothefollowingdepartmentstoincreasethestudents’awarenessoftheinternshipsavailable.

o Marketingo Communication o Meteorology

FacebookAdvertisingCampaign: Advertisingcampaignbasedonthecostperclick TargetedtowardsUNDstudents SpecificallyFreshman,Sophomores&Juniors

FacebookShareCampaign: EncourageweeklysharingofstoriesfromStudioOne’sFacebookpage Mustshareeveryweektobeeligibleforthegrandprizeattheendofthe

semesterNominationforms:

Theteamwillfollowupwithnomineestoencouragethemtoattendashow,answerquestionsaboutapplyingfortheinternship,andtheywillreceiveStudioOneswag.

DisplaycaseattheMemorialUnionT‐shirtdays

February19 March4

Audiencedevelopmentgoals13audiencememberspershow

Invitelocalandon‐campusorganizations Competitionbetweeninternsforthemostaudiencemembers Encourageteacherstoofferextracredittostudentswhoattendashow

Communityservicegoals TheBigEvent,April27th,2012 Oncampusfooddrive,TBD AlerusCenterevent,TBD

o Weareonthelistoforganizationstohelpwiththenextevent.SocialMediaGoals

Facebooklikes(10%increase)

o ThemarketingteamwillpoststoriesandhosttriviacontestsonourFacebookpage. Currently‐811 Goal–893

Twitterfollowers(15%increase)o Themarketingteamwilltweetstoriesandtagappropriatetwitter

accounts. Currently233followers Goal268followers

o Followretweets Retweetsgoal:25retweets

YouTubeviews(35%increase)o Wewillpostpackagesthedayoftheshowsoreportersandfeatured

guestswillhaveeasyaccesstothestories. Currently51,964views Goal70,600

Bloggerviews(17%increase)o Currently:1710pageviewso Goal:2000pageviews

Internal goals AudienceDevelopmentcompetitionbetweeninterns

o Whichinterncaninvite,andhavethemostattendeestoStudioOneshowsthroughoutthesemester

Marketingteamcompetitiono Whichteamhelpsmarketthemost(i.e.attendanceatbooths,

classroompresentations)Internalnewsletters

Onceaweek Theinternalnewsletterismeanttoencouragecommunicationbetween

interns Itwillbeamorevisualnewsletterthatwillincludeupcomingevents,

YouTubeanalytics,etc.E‐newsletters

Threee‐newsletterssenttobothinternalandtoallalumni FirstMondayofthemonth(March,AprilandMay)

2Alumniguestspeakers Networkingopportunity Learningopportunityforcurrentinternstofindoutwhatarevaluableskills

inthejobmarket1fieldtripforthemarketingteam

Themarketingteamwilleithervisitabusinesstolearnaboutmarketing/communicationortheoutingwillbeincorporatedwithanalumnivisit

Action plan February 2013

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1 2

Facebookadcampaign(throughMarch7th)

3 4 5 6 7 8 9

BoothGamble BoothUnion RadioAppearances

10 11 12 13 14 15 16

MemorialUniondisplaybooth(throughMarch

4th)

BoothMerri ield RadioAppearancesListServeannouncements

17 18 19 20 21 22 23

TableTents

RadioAppearancesT‐Shirtday

BoothGambleBoothWellnessCenter

ResidentHallMailer

24 25 26 27 28

Javajackets(throughMarch2nd)

TableTents BoothWilkerson BoothO’Kelly ListServeannouncements

March 2013 SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1 2

3 4 5 6 7 8 9 BoothUnion

E‐newslettersTableTentsT‐Shirtday

BoothO’KellyRadioAppearances

10 11 12 13 14 15 16

17 18 19 20 21 22 23

24 25 26 27 28 29 30

31

April 2013 SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1 2 3 4 5 6

E‐newsletters

7 8 9 10 11 12 13

14 15 16 17 18 19 20

StudioOnealumniguestspeakers

21 22 23 24 25 26 27

StudioOnealumniguestspeakers

CommunityServiceProject:TheBigEvent

28 29 30

May 2013 SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1 2 3 4

5 6 7 8 9 10 11

E‐newsletters

Budget The grid below explains how the marketing team plans to spend funds during the spring 2013 semester.

Marketing Team Budget:

Item Description Cost Total Remaining Starting Budget: $2006.00

Coffee mugs (75 quantity) $330.00 Chip clips (250 quantity) $252.50

Duplicating (printing, table tents, handouts, flyers)

$550.00

Long distance $6.00 Food/Supplies $200.00

Facebook Campaign $50.00 Stickers $60.00 Magnets $60.00

Resident Hall Mailer $60.00 Total remaining: $488

Evaluation Constructinganevaluationsectionallowsthemarketingteamtoseeifthegoalsandstrategiesfortheseasonwereeffective.Themarketingteamwillassesstheirprogressthroughoutthesemesterusingavarietyoftools.

Audience development surveys Inordertogainknowledgeabouthowothersviewourprogram,audiencememberswillbegivenasurveyduringStudioOne’sliveshowandreturnitaftertheproductionisover.TheinformationwegatherfromthesurveyswillbeenteredintoGoogleDocsandwillbereadilyaccessibletothemarketingteamtoassessresultsthroughoutthesemester.Wewillbeevaluatingtheiroverallexperiencethroughquestionssuchashowtheyheardabouttheshow,whytheychosetobeapartoftheaudienceandanygeneralcomments.Thisinformationwillbehelpfultothemarketingteamdeterminethatworkedwellandwhatmayneedimprovement.

Internal recruitment evaluation ThemarketingteamcreatedthreesurveysthatspecificallyreachedouttostudentsatUND.ThefirstsurveywassenttotheentirestudentbodyofUNDthroughUNDStudentGovernment,thesecondsurveywassenttocommunicationprogramstudentsandthethirdsurveywassenttoCollegeofBusinessandPublicAdministrationstudents.Throughthisquestionnaire,themarketingteamisbetterabletofindoutvariousstudents’demographicsandattitudestowardsaninternshipandseeifthereareanydifferencesbetweenourtargetaudiencesawarenessofourprogramincomparisontothestudentbody.Specifically,wewantedtofindoutgradelevels,majors,interestinaninternship,whoismostlikelytoapply,whohasalreadyappliedinthepastandiftheyhaveseenthemarketingteamoncampus,whatwastheirattitudetowardthem.Constructingastudent‐basedsurveywillnotonlyhelpuslearnaboutourtargetaudiencebutitwillenableustoimproveourrecruitmenttechniques.

Ifyouplanonapplyingforaninternship,whattopthreequalitieswouldyoulookfor?

Hands‐onexperience 48 83%

Networkingopportunities

37 64%

Well‐qualifiedmentors 16 28%

Paid 27 47%

Collegecredit 8 14%

Professionalism 10 17%

Improvingcommunicationskills

13 22%

Idon’tplanonapplyingforaninternship

6 10%

Other 1 2%

*Peoplemayselectmorethanonecheckbox,sopercentagesmayadduptomorethan100%.ResultsfromgeneralUNDsurvey.Howimportantdoyouthinkaninternshipisduringyourcollegecareer?

NotImportantVeryImportantResultsfromgeneralUNDsurvey.

1‐NotImportant 1 2%

2 4 7%

3 10 17%

4 19 33%

5‐VeryImportant 24 41%

Whatsocialmediadoyouusedaily?

*Peoplemayselectmorethanonecheckbox,sopercentagesmayadduptomorethan100%.ResultsfromgeneralUNDsurvey.

Analytics WebanalyticsallowthemarketingteamtogetabetterideaofhowmanypeopleareviewingandsharingStudioOnecontent.TheprogramusesvarioussocialmediamediumstoenhanceitspopularityandtheseincludeFacebook,YouTube,Twitter,BloggerandtheStudioOnewebsite.Theseprovideviewerswithcontentandinformationinanaccessibleway.SocialmediasitessuchasFacebookandYouTubeprovidetheirownanalyticinformation.OthertoolslikeGoogleanalyticsandBitlyallowustotrackusefulinformationsuchasWebsearchesandcontentshares.Analyticsareavaluableresourcetothemarketingteambecausetheyallowustobetterunderstandourtargetaudienceandcatertotheirinterests.

Facebook 49 92%

Twitter 20 38%

Pinterest 23 43%

Instagram 15 28%

LinkedIn 2 4%

YouTube 14 26%

Google+ 10 19%

Other 3 6%

Themarketingteamhascomeupwithspecificmediagoalsforseason51andtheyinclude:

ReachaFacebook“like”goalof893likes(January28,2013‐811likes) ReachaTwitter“follower”goalof268followers(January28,2013‐233followers) ReachaTwitter“retweet”goalof25(newgoal) IncreaseYouTubeviewsto70,600views(January28,2013‐51,964views) IncreaseBloggerviewsto2,000pageviews(January28,2013‐1,710pageviews)

ThesespecificgoalshavebeensettoallowformoreeffectivemediarelationsbetweenStudioOne’stargetaudienceandtheprogram.Thegoalsabovewillnotonlyprovideourteamwithdirectionandfocus,butwillbenefittheprogrambypromotingStudioOnethroughpopularmeansofcommunicationchannels.Inordertogainmoreloyaltyfromourtargetaudience,membersconnectedtoStudioOnewillbeencouragedtoparticipateincontestswheretheywillbedirectedto“like,”“fan,”“follow,”or“view”thespecificwebsites.Analyticsallowthemarketingteamto:

LearnwhatworksandwhatneedstobeimprovedoninordertobestpromoteStudioOne. Allowsustoanalyzeimportantinformationregardingpeople’sinterestinStudioOneand

howwecanbetterengageourtargetaudience. Provideourunderwriterswithinformationbasedonhowmanypeopleareviewingtheir

advertisementsbeforeaStudioOnesegment. Gainanunderstandingofhowpeoplearesharingourcontent.