University of Alabama - "ReFIRMation: Restructuring for Greater Success"
Text of UA - ReFIRMation
1. ReFIRMation: Restructuring for Greater Success The University of Alabama @CapstoneAgency CapstoneAgency.org
2. Jacquie McMahon, Firm Director Christi Rich, UA PRSSA President
3. Presentation Overview History Research Planning: The Six Departments Implementation and Transition Evaluation Closing
4. Agency History 2008: First communication plan 2009: Approved as student organization 2011: Record-breaking membership number 2012-2013: Restructuring process Today:
5. National Affiliation Capstone Agency: Approved June 2012 Process Standards remind members of professionalism and accountability Strengthened our national involvement with PRSSA
6. Research 2012 National Conference GolinHarris g4 model
7. Planning: The Six Departments
8. The Departments Account Services Creative Digital Media Relations Public Relations/New Business Insights
9. Implementation
10. Transition Process Members reapply each semester Surveyed interests
11. Integrated Communication Not simply a public relations firm Content spans owned, earned and paid channels Incorporate the growing number of students from advertising and other majors
12. Member Recruitment Class visits by PRSSA Executive Board and Capstone Agency Directors Week-long Twitter chat #CapstoneIS Recruitment posters
13. Awards At the end of last semester, each director gave their outstanding team member(s) an award. This November, we are planning an Awards Banquet in conjunction with a PRSSA workshop.
14. Awards
15. Evaluation
16. Involved Membership Spring 2013: 60 active and engaged members Fall 2013: 65 members Titles for every member Higher retention rate
17. Student Benefits Rsum and portfolio building experiences See all aspects of an agency come together for results Specialize in one area early on Experience to draw off during interviews
18. Client Benefits Efficient process with the point of contact in the agency (AE/AAE) In-depth work tailored to clients needs due to specialization
19. Member Evaluations Occur each semester Sense of accountability and engagement Express interest in leadership opportunities
22. Moving Forward Wider range of clients Increasing the competitive nature of our firm Continuing to encourage student success If a firm isnt growing, its dying.
23. The Process 1. 2. 3. 4. 5. Research of real firms Research member interests Determine departments Create written plan Host awards ceremony Tailor to your campus!
24. Q&A Jacquie McMahon, @jacqmcmahon Christi Rich, @christi_rich More questions? Contact CapstoneAgency.UA@gmail.com
