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Prepared by: Christine Shih and Hoa DoDue: Monday, March 14th 2011

Campus Communication Campaign

for Seattle University Commuter Students

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1. Context

2. Target Audience

3. Research

4. Situation analysis &

SWOT

Plan outline

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- 77% of the total SU studentpopulation live off-campus and 59%(2500 students) undergrads live off-

campus.- Commuter students arent as likely

to go to late night school events due

to transportation issues- Nighthawk offers transportation to

commuter students if they sign up a

week in advance

1.Context

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Strengths

partners with other clubs support from ASSU student government A large number ofstudents

Opportunities

Large amount of events arealready open to commuterstudents Financial support fromother departments and

organizations

2. Situation Analysis & SWOT

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3. Situation Analysis &SWOT

Weaknesses Lack of SU school spirit

Commuter students donot spend a lot of timeon campus -> differentpublicity strategy

ThreatsIts difficult to get

commuter students to beexcited about schoolevents because they areunaware of whatactivities are happening.

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Goal

Increase number of commuterstudents participation in on campusevents by 50% by the end of2011/2012 school year

4. Goals & SMART Objectives

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5. Market & Niche audience

InnerCircle

OuterCircle

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Strategie

s1. Conduct a

6. Strategies & Tactics

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I. KEY MESSAGES

Getting involved helps students

become more prepared for theirfuture

Being involved creates moreschool spirit and school pride

Attending more school eventscan make the collegeexperience more meaningful

and enjoyable

7. MESSAGE PLAN

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II. PROOF POINTS

Student survey indicates that freshmen who livedon campus were more involved in SU events than

those were never lived on campus. They also havemore school pride and enjoys being on campusafter classes.

"Post high school extracurricular can be beneficial, asindividuals develop enhanced skills that wouldpromote college success. For example, they candevelop increased emotional regulation, teamwork,

social skills, and interpersonal involvement (e.g.Hansen & Larson 2007).

9. MESSAGE PLAN

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I dont want to go to a lot of the school events because Idont want to walk to school or take the bus late at night. Josh Mcgarand (Junior)

If the school offers a shuttle to take me somewhere closerto home than the public bus than I would definitely takeadvantage of this service Kelli Chan (Senior)

When I still lived in the dorms I went to a lot of schoolevents because it was so close to me but now that I movedoff campus, I only go to the events in between my classesbecause I dont feel safe going home late on the bus

Joyce Nguyen (Junior)

9. MESSAGE PLAN

II. PROOFPOINTSPersonal interviews with SU commuter

students

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III. SOUNDBITES

Be a commuter not a stranger

Being a part of a school doesnt meanyou actually have to be in school

We want all of our students to think ofSeattle University as a second home

MESSAGE PLAN

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Problem: Increase the number ofcommuter students involvement on

campus Promise: Our advertising video will

highlight the advantages of being a partof the school community

Reason: Commuter students are notinvolved in school activities becausemany dont have a easy way oftransportation.

Tone: motivational and somewhat emotional

Tactic 1. Promotional VideoAdvertising Brief

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I. Focus and MainIdeas

1. Illustrate how

important it is to beinvolved in school

at the job interview

Promotional Video

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http://www.youtube.com/watch?v=N2QtQhX4T-Q

PROMOTIONAL VIDEO

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Overview

On The Spectators Newspaper_ our press release will announce the new commuter

shuttle services partnering with Nighthawk and theCommuter Center

See attached separated document

Tactic 2. Press Releases

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PRESS RELEASE

See Attached

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- Social media is a powerful tool forstudents this generation to connect

with each other. It is also the easiestway to inform students with upcomingevents. Facebook

Twitter

Tactic 3: Social Media

http://www.facebook.com/gettingstarted.php?step=upload_profile_pic%23!/profile.php?id=100002194970491

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FACEBOOK

http://www.facebook.com/gettingstarted.php?step=upload_profile_pic%23!/profile.php?id=100002194970491http://www.facebook.com/gettingstarted.php?step=upload_profile_pic%23!/profile.php?id=100002194970491http://www.facebook.com/gettingstarted.php?step=upload_profile_pic%23!/profile.php?id=100002194970491http://www.facebook.com/gettingstarted.php?step=upload_profile_pic%23!/profile.php?id=100002194970491

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TWITTER

http://twitter.com/%23!/SUcommutershttp://twitter.com/%23!/SUcommuters

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Christine Shihshihc1@seatteu.edu

Hoa Dodoh1@seattleu.edu

206-227-8154

For More Information

http://twitter.com/%23!/SUcommutershttp://twitter.com/%23!/SUcommutershttp://twitter.com/%23!/SUcommutersmailto:shihc1@seatteu.edumailto:doh1@seattleu.edumailto:doh1@seattleu.edumailto:shihc1@seatteu.edu