What Do We Think About Pace?

In order to develop an organizing idea and a message for this campaign, we wanted to ask ourselves and the students around us the following questions:

• What ’s the student opin ion?• How ’s our school pr ide?• What i s the outs ide opin ion of Pace?

T h e a n s w e r s to t h e s e c r u c i a l q u e s ti o n s w o u l d h e l p u s t o g e t t o t h e r o o t o f t h e p r o b l e m s s u r r o u n d i n g Pa c e . T h e a n s w e r s p r o v i d e a b a s i s o f t h o u g h t fo r t h e c a m p a i g n ’s o r ga n i z i n g i d e a .

FindingsFor all those we could not reach, we decided to post an online survey. This way, using our personal social media platforms, we could reach those that we weren’t able to reach in person.R e s u l t s : • W e f o u n d t h a t s o m e p e o p l e fi n d t h e 2 c a m p u s e s a b i t c o n f u s i n g . M a n y

p r o s p e c ti v e s t u d e n t s d o n ’ t e v e n k n o w t h a t B O T H c a m p u s e s a r e t h e S A M E s c h o o l .

• O u r s u r v e y r e s u l t s s t a t e d “ W h a t ’s t h e d i ff e r e n c e b e t w e e n t h e t w o c a m p u s e s ? ” To o m a n y s t u d e n t s s t a t e d t h a t t h e y w e r e o n l y t r u l y f a m i l i a r w i t h e i t h e r t h e N Y c a m p u s O R P l e a s a n t v i l l e , n o t b o t h e q u a l l y.

• L a c k o f c o m m u n i c a ti o n b e t w e e n a d m i n i s t r a ti o n a n d t h e s t u d e n t b o d y o n m u l ti p l e i s s u e s .

• P e o p l e a r e e n ti c e d b y P a c e ’s i n t e r n s h i p p r o g r a m , b u t d i s c o v e r i t i s m o r e c a t e r e d t o t h e L u b i n m a j o r s a n d n o t m o r e L i b e r a l A r t s m a j o r s .

University Relations’ GoalsThroughout this campaign, we must all keep in mind of the goals that the client

requested be reached. We at VI Associates will be presenting tactics that reach each and every goal individually as well as cohesively to come together as the new and

improved Pace.With that being said, here are the 3 most important goals that University Relations has asked us to focus on:

• I n c r e a s e V i s i b i l i t y a n d Re p u t a ti o n• I n c r e a s e E n r o l l m e n t , C o r p o ra t e I m a g e a n d A l u m n i B a s e• C o nti n u e t o g r o w a c a d e m i c l e a d e r s h i p i n t h e d o w n t o w n a r e a

We h o p e t h a t t h ro u g h o u t o u r c a m p a i g n yo u w i l l s e e t h a t o u r i d e a s h ave p ro v i d e d a s o l u ti o n t o e a c h o f t h e s e re q u e st s .

SWOT Analysis Strengths:•Pace has a reputable internship program and high job placement•We have an ideal locati on of being in downtown New York City•We have various strong programs, such as Performing Arts, Accounti ng, Business, F inance, and the BFA program

SWOT Analysis Weaknesses:•Pace does not have the environment that encourages students to be involved on campus with student organizati ons •There is a lack of communicati on between students and administrati on•People are not aware of al l the events and acti viti es going on at Pace because of lack of communicati on

SWOT Analysis Opportunities:•There is a low student to professor rati o that can be stressed. I t a l lows the student to get to know the professor on a more personal level to be given the opportuniti es of getti ng a job.•Pace Univers ity has campuses in or c lose to New York City a l lows for more hands on experience. •We can display Pace Univers ity ’s accomplishments at tours , preview weekends, and in our marketi ng materia ls .

SWOT Analysis Threats:•Pace Students do not feel prepared for the future, but they do feel as i f they made a good choice to come here.•Pace Students bel ieve some of the professors and staff are not qual ifi ed in their areas of teaching , which could lead to a lower enrol lment of students. •Current students bel ieve the increase in tuiti on is not going toward proper improvements.

I n o r d e r to a c h i e v e e a c h o f t h e s e g o a l s , w e h av e s e t g o a l s o f o u r o w n fo r t h i s c a m p a i g n t h a t w o r k c o h e s i v e l y w i t h t h e g o a l s

o f U n i v e r s i t y Re l a ti o n s . O u r c a m p a i g n ’s m a i n fo c u s i s to :

• I n c r e a s e b ra n d a w a r e n e s s

• I n c r e a s e b ra n d e q u i t y

• Re - e s t a b l i s h w h a t t h e Pa c e ex p e r i e n c e i s

What We Want to Achieve

We have decided to focus on revamping the brand image of Pace. The logo you see above will be a thing of the past.

Why are we rebranding image?

How do we approach these goals? We feel that there is a need to rebrand the entire image of Pace. We don’t want to just think of Pace University as of next year. We wanted to think more progressively. Say.. what will Pace look like 20 years from now? Or 30? The image we hope to convey in our campaign will

stay with Pace not just through the duration of the campaign, but for years and years to come.

B e i n g a n e s t a b l i s h e d u n i v e r s i t y, o v e r 1 0 0 y e a r s o l d , P a c e U n i v e r s i t y s h o u l d b e k n o w n a r o u n d t h e w o r l d a s s u c h . To o m a n y p e o p l e h a v e t h e i d e a t h a t P a c e

h a s j u s t c o m e u p a s a s c h o o l w i t h i n r e c e n t y e a r s , l o s i n g s i g h t o f t h e f a c t t h a t i t i s e s t a b l i s h e d . We w a n t t o p r e s e n t P a c e a s a s t r o n g , f o u n d a ti o n a l ,

a c a d e m i c i n s ti t u ti o n t h a t i t i s , b y b r i n g i n g t o l i g h t 1 0 0 + y e a r s o f t r a d i ti o n t h a t i t h o l d s w i t h i n i t .

Here you have the new logo of Pace University:..

The New Seal of Pace University• Helping us bring that traditional academic look to life is the seal of Pace University. This seal has been a part of Pace

University’s image in the past, but not as prominent as some of the other chosen designs. With a few tweaks and adjustments, we have brought back the seal as one of the staples of the new brand image of Pace. It will be seen on a great amount of print media.

Implemented Changes:

• Alteration of the color scheme: We have taken currently used colors of blue and yellow and given them a more refined look of Golden Rod #ffc62d and Royal Blue #000067.

• The word Opportunitas that used to be written across the top has been removed. As the client explained, not all students see the meaning in the word being written across the seal. If it is not serving it’s purpose, we felt there was no need to keep it within our rebranded image.

• However, both campuses are still highly represented within the seal to drive the point home that they are 2 distinct locations under one university.

• The establishment of 1906 is still shown within the seal, reminding people of how long Pace University has been around as an institution. *Early test options proved positive reactions to the alternative idea of putting the centennial dates on either side (1906 -2006) as well. We have stuck with just 1906 for now, feeling the roman numerals add to the traditional feel of our seal.

• Finally, below the title of Pace University that sits under the seal, we clearly state both campus locations once again. This way, whether the entire image is shown or just the seal alone is used in print media, the locations are there for people to see and recognize on any Pace University media.

We h ave d i v i d e d o u r c a m p a i g n i n t o 2 d i sti n c t p a r t s /c a t e g o r i e s . T h e y a re :

1) P r o s p e c ti v e S t u d e nt s a n d

2 ) I n s ti t u ti o n o f Pa c e

Prospecti ve Student Marketi ng

As mentioned, in our research we found that the marketing of 2 campuses has been perceived as a weakness thus far.Through our campaign, what people see as a weakness, we would like to market as a positive and an asset of Pace University. We see Pace University, as an institution that can offer the same high level of education in 2 distinct and different learning atmospheres. • One being, an urban college setting, like the New York City campus. Located in the Financial District or the “heart of

Lower Manhattan,” the NYC campus location is as urban of a college setting as one can get. Living in one of the busiest, most exciting cities in the world, students will be learning in a successful, business oriented atmosphere.

• The second, being a rural college setting, like the Westchester campus. Located in Pleasantville, NY, the Westchester campus has a more traditional college campus setting, providing students with a college community, plenty of open grassland and a more suburban atmosphere. Not to worry, however, because unlike other college campuses that may be set very far away and in the middle of nowhere, at Pace Westchester you are no more than 30 minutes outside of the city, although it doesn’t always feel like it.

**However, despite each campus being so different from one another, the level of education is equivalent and on the same high level of value.

“Work Toward Greatness.”We’ve taken the old slogan and done away with it. With all of our amazing accomplishments, whether it be by alumni,

faculty or student organizations, we have definitely reached greatness. So why are we still “Working towards it” ?

We feel our current slogan gives off the completely wrong message. It doesn’t set the message that Pace University is THE school to attend for greatness, but rather, just simply states that the school has yet to achieve greatness. The

generic one liner that is our current slogan does not excite the prospective students. It is similar to those that many other smaller universities and community colleges have used, having no unique factor to separate Pace University in

the eyes of prospective students. It is time for a change.

“Two Great Campuses, One Amazing Opportunity.”Our new slogan reinforces the opportunities that Pace has to offer within different learning environments. We feel that

when marketing to prospective students, our academics are already backed by our statistics, but statistics are boring. Prospective students don’t want to hear just numbers, they want to be excited. Once they are excited, they will be sure to

look into all of the academic statistics on their own. We need to sell them on EXPERIENCE.

Through speaking with some prospective students, mostly seniors in high school, we have gathered the sense that they are enticed by options and variety. At the age of 18, students are not always so sure what kind of college is right for them.

This means that by CORRECTLY marketing the option of TWO different learning experiences, the amount of prospective students enticed by Pace is sure to rise. Whether they are attracted to NYC or PLV, they are seeing the opportunity offered

by PACE as a whole university.So the question is:

HOW do we market these 2 distinct learning opportunities correctly?

“Two Great Campuses, One Amazing Opportunity.”

New York City CampusSo let’s take a look at New York:

As an urban college setting, we thought to ourselves, what kind of student is this campus looking to attract? Do urban settings attract a certain kind of student with particular goals? This is not always the case. So how would we show prospective students all of the great things the NYC campus has to offer? The best way to do

this is through experience. Pace NYC has so many positive accomplishments done so by it’s students and alumni. What better way to

market those accomplishments to prospective students than through Pace’s very own?As you will see in the proceeding target profiles, we have selected a few accomplished Pace NYC students to

use as example target profiles. These students and their academic experience at Pace caters to the target market we want in prospective Pace NYC students.

*Notice how the profiles have #IAMPACE at the end of each. This isa detail we would like you to keep in mind, as we will be

explaining how these profiles play a role in ourSocial Media tactics later.

New York City CampusI am Stephan Savin

Junior at the Lubin School of Business

Finance Major | Accounting Minor

I chose Pace University NYC for the potential connections and job opportunities. I was looking for a more urban setting

and business oriented college experience and still be close to home (he lives in long island). I knew I wanted to go to

college in the city so I could be surrounded by some of the most successful companies. #IAMPACEI am Kristin Butzke

Senior Transfer student at Dyson School of Arts and Sciences

Double Major Math and Economics | Double Minor Business and Art

After spending 2 years in a more rural college campus setting, I chose to transfer to Pace University for it’s

urban location and it’s strong media studies programs. Pace made the transferring process very simple, so I

felt welcomed by the school when I first got here. The fact that Pace lets me earn a dual degree from 2

different schools (Dyson and Lubin) is one of the many reasons I am happy I chose to attend this school. As

you can see, my double major and double minor span from Business and Economics to math and art, making

me get twice the experience in majors fields during my 4 years here. #IAMPACE

WestchesterSo lets take a look at Westchester: Taking the same approach as we did to NYC, we thought of potential Westchester students. As a rural college campus, what kind of students is this campus trying to attract? Does it also have a certain student profile with particular goals?

Not always the case. We decided that our approach to market NYC with students, can work the same way for the Westchester campus. After all, no matter which campus, the academics and potential for success are equivalent,

however the environment and experiences may differ. What better way to market this experience and environment than through students who live it everyday?

This will help the prospective students to get a realistic sense of the campus life. Rather than reading a genericdescription, these target profiles describe their accomplishments and some activities that they actually

partake in or have achieved on the Westchester campus. These target profiles also cater tothe type of prospective students we are targeting for Pace‘s Westchester campus.

*Notice these target profiles also have #IAMPACE written at the very end of them. Please keep these in mind. We will be

incorporating the Westchester profiles into our social media tactics as well.

Westchester

I am Sara Genova

Junior at Dyson College of Arts and Science

Biology Major | Psychology & Chemistry Minor

I chose Pace because I knew I wanted to live on a college campus. I like the fact that PLV has the outdoorsy feel with its location. I

also wanted the chance to be involved in a sorority on campus where I can make new friends and live with them in a sorority

house. This is all available on this campus by having the traditional college experience, while not being too far from home. I knew

my major had the proper resources, such as furnished science labs to take advantage of during my years. Lastly, I knew that I would

go on to graduate school to pursue my career choice, and Pace University. #IAMPACE I am Mike Sweeney

Sophomore at Lubin School of Business

Finance Major | Management Minor

I chose Pace because I knew that I wanted to continue playing baseball in college. However, I did end up deciding to be a

Finance major. Luckily, Pace University offered both. As a guy who enjoys playing sports with a finance major, Pace assists me

by providing me with excellent connections to big companies in the city with having a location in downtown Manhattan, while

allowing me to live in PLV and play ball. With the option of taking some business classes on the NYC campus as well, I have

arranged my schedule to take some night classes after work. Pace helped me secure an internship with BNY Mellon. With the

shuttle I can easily travel back home to my other campus, but still have time to explore NYC and even work there. #IAMPACE

It Starts with Admissions !!!!!!

“Putting the Right Student, in the Right Learning Environment, to become our next Great Innovators”

Another way to correctly market the 2 campuses to prospective students, starts with the admissions process. We want students to be absolutely sure in which campus is the right fit for them. By correctly marketing each and

all they have to offer using our target profiles, the student will know exactly which questions to inquire about on

tours, to their HS counselors, and to Pace admissions, as they make their decision.

Our goal here is to to raise the retention rate, by assuring that students pick the campus that suits them in the very beginning of the admissions process and are positive of

the college setting /learning environment that they choose. This will increase the chances of them adapting to

their campus quickly, and wanting to stay all four years until graduation.

So now that we’ve gotten the attention of these prospective students, were going to focus on Part 2 of our campaign: marketing Pace as An Institution. Shifting gears a bit, we will be focusing on the overall Pace image and

how it is viewed by the public in general. This is where we PUSH our academic achievements to the public.

We feel Pace needs to think of themselves as a brand in order to increase it’s awareness and equity. We’d like to introduce a few tactics to do just that …

External Print Media

• Newspaper Ads

• Magazine Ads • Promotional Material• Other External Print

Media

Naturally, one of the most important things to focus on when rebranding Pace as an institution, is the external print media that will be distributed. This is a huge area of marketing that Pace must take advantage of by really presenting Pace’s accomplishments and all it has to offer. Since Print Media covers such a huge scope of pamphlets, brochures and promotional material, we have created 2 boards to give a general idea of what the future print media should look like.

The boards will have the new Pace seal, slogan, colors and photos of Pace students. We have left room beside the photo where one or two important key facts about Pace can go. For example, we have written “Pace University has the largest internship program in the New York City Metro Area.” This is an example of what can be put on these boards. We feel it is better to stick with one or two facts maximum, as we figure the attention span of people on this type of print media is only a few seconds, so you want to make an impression. Within those few seconds you want them to learn something important about Pace that they may not have known before and will now carry with them. It must be an attention grabbing fact that will make people want to know more, such as the one we have chosen about Pace’s internship program. This will cause people to look Pace up or pay a visit if they want to truly learn more.

“Two Great Campuses. One Amazing Opportunity”

Along with brand new print media, we want Pace to be a frequently discussed topic online as well, keeping it’s status as a relevant university to the public. In order to achieve this, we’ve come

up with some social media tactics we feel will enhance the Pace University online image.

Social Media Incorporation#IAMPACE

Remember when we mentioned the hashtag #IAMPACE? This is one of the foundations of our social media incorporation in our campaign. With social media outlets

becoming increasingly powerful in the lives of all people, but young adults (our target market) especially, we feel it is crucial that Pace has a strong social media presence. Aside from keeping the existing accounts for each school within Pace positing actively, we feel that current students should show their pride for Pace through their social media posts

as well. To kick off this hashtag, we feel the best social media outlet is Instagram. Our vision is to encourage all

current students to include #IAMPACE in any photo they post at school, in Pace attire, at a Pace event, doing homework, at an internship they achieved through Pace, etc. Group photos of pace students will have #WEAREPACE.

We also want to encourage student organizations’, fraternities’ and sororities’ accounts to include #WEAREPACE in any group photos, meeting photos or event photos they post. This will work to Pace’s advantage in growing the

hashtag. On Instagram, when the hashtag is clicked on or searched, all of these photos posted will come up. This gives anyone looking to get a sense of Pace’s activities and events a visual to what they are like.

*It also serves as one of the first steps to increasing school spirit and Pace Pride, in our campaign. We want Pace’s online presence via social media to always be positive,

and show the public how proud the students are to attend Pace University.*Lastly, the hashtag handles make it easier to track the

posts made about Pace University via Instagram.

Here, you see an example of what the Instagram search of the hashtags will pull up. The more people post, the more photos will be available for viewing.

#IAMPACE#WEAREPACE

At events, student organizations/ staff can even give incentives to

their members/guests by offering raffles/prizes to the best photo

posted with these hashtags.

Bringing Both Campuses Together..By Helping A Cause

• Since we have turned the 2 campuses into a positive asset of Pace University, we have also come up with some tactics to bring the students on those 2 campuses together. After all, we are one school, with 2

locations that are open for ALL Pace students to use, no matter which campus you primarily reside on. It is important that Pace students become equally familiar with both campuses.

So how should we bring students from the two campuses together to form one big sense of school pride?• The answer: Philanthropy.

• If Pace were to participate in philanthropic events, as well as host it’s own philanthropic events once a year on each campus, it will work to portray a positive image for Pace. Through this, we can not only get

current students to work together but also bring in alumni to participate with the students. Alumni will help by associating themselves with Pace, showing they still have school pride post graduation. They can

even extend the invitation by getting their companies involved, because companies that participate in philanthropic activities along with Pace will then be affiliated more closely with the school. This can build

strong connections between Pace and successful companies within the tristate area and beyond. The incentive for companies partnering with Pace would be to shine a positive light on their image as well.

Many corporate companies find associating themselves with helping causes and the community to be very beneficial to their reputation. This brings in a lot of positive press. Pace will think the same way.

Fighting for a Cause

The best way to start this would be to find one cause that students from both campuses can fight for and have one goal in mind for the 2 campuses. This means all the students of Pace are striving for the same thing, integrating our main slogan and going along with our social

media campaign theme for Pace. The campus location for each cause’s fundraiser or raising awareness event can alternate each year. For example:

One Year: Pace NYC can host a run or a walk in Central Park, the Brooklyn Bridge, or another famous Manhattan location to raise awareness or money for a chosen cause. They can even host a Concert for a Cause, with

Pace’s talented performing arts students and alumni. Next year: Westchester can host something similar to Relay for Life in PLV

These philanthropic events will build upon our social media hashtags, with posts from each increasing our online presence. We can even take advantage of these opportunities and philanthropic events to go viral online. Whether it be on Instagram, Twitter, Facebook,

YouTube, etc. we believe that photos, details and videos of the events should be posted and encourage even non student people in the area to get involved to help the cause. The more people involved, the more viral the event will go. It enhances our affiliation with the

general public. People will WANT to participate in these events held by Pace. Pace’s brand image will increase in positivity.

“Two Great Campuses. One Amazing Opportunity”

So with all of these events now buzzing around social media, our next focus is going to be on Public Relations.

Public Relation Goals

• Increase Vis ibi l i ty • Strengthen Corporate Image• Increase Interacti on with Pace Alumni

With all of the accomplishments and success stories happening through Pace on a daily basis, we feel that the Public Relations needs to be reflecting of those

accomplishments.

Through the tactics that we will be implementing, we hope to reach the following 3 goals:

Increasing PRAlumni Relations with Students

Along with the Alumni participating in these philanthropic events, we

want to host specific events that will and incorporate current students and

alumni.

We also want faculty and administration support, as we did at this event in the photo we have the

Dean of Students, as well as the Provost.

PR Tactics Increase Marketi ng and Promoti ons for Presidenti al

Lecture Series and hold more frequently.* W e b e l i e v e t h a t t h e P r e s i d e n ti a l L e c t u r e S e r i e s t h a t a r e c u r r e n t l y

i n p l a c e a r e b e n e fi c i a l b u t a r e n o t a d v e r ti s e d e n o u g h w h e r e t h e y a r e a s w e l l k n o w n a s t h e y s h o u l d b e . T h e s e r i e s n e e d s t o b e h e l d m o r e f r e q u e n t l y . I f w e w e r e t o h a v e d i s ti n g u i s h e d g u e s t s i n t h e b u s i n e s s w o r l d c o m e t o c a m p u s t o s h a r e

t h e i r i n s i g h t w i t h u s m o r e p e o p l e w o u l d w a n t t o c o m e . I n o r d e r t o i n c r e a s e v i s i b i l i t y o f t h i s s e r i e s , w e s h o u l d a d v e r ti s e i t a c r o s s a l l u n i v e r s i ti e s i n t h e t r i s t a t e a r e a t o c o m e j o i n u s . T h i s w i l l c r e a t e a p o s i ti v e n a m e f o r P a c e U n i v e r s i t y

a c r o s s t h e t r i s t a t e a r e a s c h o o l s . E v e r y o n e w i l l k n o w t h a t t h e s e e s t a b l i s h e d b u s i n e s s p r o f e s s i o n a l s a r e a ffi l i a t e d w i t h e v e n t s a t P a c e .

PR TacticsGrow bus iness partnerships through jo int student

chal lenges Snowballing off our idea to bring in established alumni and professionals to hold speaker series for students, we feel

that they should even get interactive within our classes. Looking back on this campaign, we were assigned a challenge by University Relations for our final project. As a group, we can say that this type of learning experience was very hands

on and beneficial to our knowledge of marketing. It was an interesting twist in the curriculum that we feel should be used more often.

Our idea would be to reach out to area business leaders and established alumni to challenge our students within class projects or case studies. This would create and strengthen networks between the university, students, and future

employers. Utilizing the already strong talent within our school, these type of challenges will turn a boring, stressful final project into an interesting approach to learning. Students will be introduced to a more realistic project that would

be worked on by major companies and feel that they are actually learning something they will soon be using in the workforce.

Incentives: The incentive for companies to get involved by providing challenges or case studies to students is that they are able to receive fresh ideas and opinions on projects from a younger generation, for free. The students will feel

incentivized because by working closely with these professionals they can build connections for future employment opportunities. The chance to work with successful professionals as a college student is something that will encourage students to work harder and receive not only a great grade, but a stamp of approval from a professional company. If

they really make an impression, the possibilities of internships, employment, volunteering, etc. are endless.

PR TacticsPUSH Alumni Communicati on Majors and Other Media

Out letsW i t h s o m a n y P a c e a l u m n i h o l d i n g e x e c u ti v e p o s i ti o n s i n t h e fi e l d o f

c o m m u n i c a ti o n s , a n d g r o w i n g c o n n e c ti o n s w i t h o u t s i d e m e d i a o u t l e t s , w e w o u l d l i k e t o P U S H o u r a c a d e m i c a c h i e v e m e n t s t o t h e s e p e o p l e , a n d g e t o u r

r e p u t a ti o n o u t t o m o r e p u b l i c a ti o n s .

We f e e l t a k i n g a d v a n t a g e o f t h e s e c o n n e c ti o n s t o o u t s i d e m e d i a o u t l e t s w i l l h e l p w i t h g e tti n g P a c e ’s a c c o m p l i s h m e n t s s e e n b y t h e p u b l i c . K e e p i n g t h e s e

c o n n e c ti o n s a r e v i t a l i n p o s s i b l y o b t a i n i n g a p r i c e t h a t w i l l b e w i t h i n o u r b u d g e t r a n g e f o r s u b m i tt e d m e d i a . We w a n t t h e b i g g e s t “ b a n g f o r o u r b u c k ” i n t h i s c a m p a i g n . O u r w o r k i n g c o m m u n i c a ti o n s a l u m n i m a y b e a b l e t o h e l p t o g e t

P a c e ’s l a t e s t A d Te a m w i n o r F e d Te a m c h a m p i o n s h i p w r i tt e n a b o u t i n a p u b l i c a ti o n t h a t w i l l b e s e e n b y e m p l o y e r s , p r o s p e c ti v e s t u d e n t s , c u r r e n t

s t u d e n t s , a n d t h e g e n e r a l p u b l i c . C u r r e n t s t u d e n t s s e e i n g t h e s e p u b l i c a ti o n s w i l l i n s ti l l a s e n s e o f P a c e p r i d e w i t h i n t h e m . P r o s p e c ti v e s t u d e n t s w i l l w a n t t o

k n o w m o r e a b o u t P a c e , a n d e m p l o y e r s / g e n e r a l p u b l i c w i l l s e e h o w v a l u a b l e a P a c e e d u c a ti o n i s . W i t h a l l o f t h e s e a c c o m p l i s h m e n t s , p e o p l e w i l l b e t h i n k i n g

h i g h l y o f o u r u n i v e r s i t y, t h u s i n c r e a s i n g p o s i ti v e P R .

Smaller Internal PR Campaigns

Smaller Internal PR Campaigns Explained

Aside from external publications and PR, we want to increase internal PR by focusing on increasing Pace Pride and school spirit. Using events such as

Homecoming on the NYC campus and football games on PLV campus, will increase the inter-campus community. Also, using student organizations, fraternities and sororities that exist on both campuses, we can bring the

members of each together to host events an activities. This will unite the 2 campuses through their student organizations which increases Pace Pride.• The Blue Team: We want to introduce a student organization that’s sole purpose is to

increase school spirit and Pace Pride. This team will focus on developing new and creative ways to increase school spirit at sporting events, formals, and homecoming. Our vision is to have student organizations partner with the Blue Team to represent the school at various events. With the help of the school mascot and new tactics developed by the Blue Team, our school spirit will be felt across both campuses.

“Two Great Campuses. One Amazing Opportunity”

PROJECT SKYLINE

Where’s Pace?

We are the most iconic skyline in the world, yet we as a

university don’t have a stamp on the skyline. Having a stamp on Lower Manhattan would be a huge advantage that we are

currently missing out on.

EXAMPLE OF PROJECT SKYLINE

Oklahoma City University has a building that holds similar LED lights that we have in

mind for Pace. Take a look at how they shine at night, giving the building a completely new

look.

PROJECT SKYLINE• For Project Skyline, our vision is to incorporate the Pace University

Building into the New York City skyline.• Goal: To increase visibility of Pace University in the downtown area and

increase word of mouth advertising of Pace University• We want people driving across the Brooklyn Bridge, Manhattan

Bridge, and in the area to see Pace University from far away and be able to recognize it.

• To make it happen we need: • The words “Pace University” written on the building must have a

backlight installed.• The Installation of LED Lighting at base of Maria Tower. This will cast

Royal Blue lighting up the Façade of Maria Tower, illuminating the outside of the building.

**BONUS! The LED lights will be color changing and can be programed to signify special events. For example we can shine Pink for Breast Cancer Awareness, Rainbow colors for LGBTQA, and holiday/seasonal colors for fun. This will put Pace University’s building in line with the Empire State Building and it’s changing of colors based on current events, therefore

making it relevant to the NYC Skyline.

Budget AllocationWhen it comes to allocating the budget for this campaign, we chose to concentrate on direct

mail because we felt it would be the most effective way to target prospective Pace

students. We chose to shy away from too much radio, and magazines, because of the fact that we feel the money that would be

spent towards magazines would eat too much of our budget. Due to our proceeding Simmons findings, we gathered that our target audience

does not read magazines for informative advertising, but rather for entertainment

purposes.Our data also shows that people respond

highly to digital advertising and direct mail, which is why we chose to spend more of our

budget on both of those key areas. Luckily, our social media tactics will be monetarily free,

leaving our budget to be used in the other key areas that require more capital.

Budget Allocation Why are we NOT spending money on Magazines?

“Magazines are my main source of entertainment”Looking at the index of the girls and the guys, both are over 100, signifying that they actually do look

to magazines for entertainment. This can be perceived as good at first look but there are a few problems with ads in magazines. For one is the cost. To catch the attention of potential Pace

students, advertising in a major magazine. The cost would be far too high. Also, magazines are seen as an entertainment muse instead of for informational purposes. Advertising in these may not fit in

with the correct target market we are chasing.

Budget AllocationWhy are we spending MINIMAL money on radio?

“I rely on radio to keep me informed”They’ve been saying radio is a dying business for a little over a couple of

decades and it shows in terms of the 18-24 demographic. With the internet boom, many are going to the internet for their source of news.

The low index shouldn’t be surprising.

Budget AllocationWhy are we spending MINIMAL money on newspapers?

“I rely on newspapers to keep me informed”It makes sense to see males and females 18-24 to not be interested in newspapers, as the internet is looked towards much more. And it also makes sense that parents, who are older, look to newspapers as the

interest in the internet may be less. The interest in newspapers for those under 18 is probably less as well. For Pace to get the attention of

potential students is extremely hard with newspapers.

Budget Allocation “I enjoy reading ads in magazines”

While males 18-24 said they do not, females 18-24 strangely did. Again the 18-24 female demographic enjoys magazines as entertainment in

general much more than males so this makes sense to a certain extent. Parents still read magazines (not as avidly as the 18-24 demo), but are

over the 100 index.

“Two Great Campuses, One Amazing Opportunity.”

In Conclusion…By taking all of our rebranding suggestions, PR tactics and social media campaign ideas, we feel Pace University will be looked at differently for years to come. Our campaign was made to go beyond just reaching the goals presented to us by University Relations. These ideas are designed to be easily expandable and modified based on the future of Pace University. Therefore, they can be used as a foundation for the new image of Pace and for Pace in the future. We at VI Associates are confident that our campaign will change the way people think of Pace University as a whole.

We see Pace as a strong foundation, an institution that has survived for over a century. Offering 2 distinct learning atmospheres, not only have we reached greatness but now we are

building upon it.