SSW presentation COPYRIGHT ADZOU

University of Missouri

School of Social Work

AdZou Consultation

Meet the Team

Devin Wadley, PR

Account Executive Josh Sipp

Copy Writer & Designer Sarah Harmening,

Account Executive

Danielle Filippone,

Account Planner

Karim Howard

Interactive

Specialist

Sarah Meister

Media Planner

The Task

Develop the MU School of Social Work as a brand

and increase visibility online and in the

community.

Overview

• Situation Analysis

• SWOT

• Research

• Strategy

• Tactics

• Media Plan and

Budget

• Measurements

• Conclusion

Situation Analysis

Company

• Ranking

• Programs

• Mission

• Values

Category

• Effect of cost, ranking

• Enrollment

• Promotion strategies

Direct Competition

Indirect Competition

• Psychology

• Sociology

• Human Developmental & Family Science

Digital Audit

Web Search Audit

Website Audit • Easy to find, search for

• Relevant and interesting images

• Drop down tabs helpful

• Mobile site well designed

Website Audit

• Cluttered

• Missing information

• Excessive links to

the same page

Social Media Audit

Social Listening

Social Listening

• MU SSW students unable to interact with school

• MU SWW unable to manage brand image

• MU SSW unable to promote engagement

Strengths • Hands-on experience

• Continuous education

• Value

• Online degree

• Community impact

Weaknesses

• Social media and web presence

• Academic ranking

• Resources and funding

• Lack of promotion

Opportunities

• Expand technology

• Community

• Potential partnerships

Threats • Competitor websites

• Competing online MSW programs

• Washington University in St. Louis

Primary Research

Primary Research Plan

Surveys

MU

Social Work

students

General

student

population

General Survey Results

42% unaware of

SSW on campus


70% interested in

attending

graduate school

Social Work Survey Results


84% of Social

Work students did

not receive a

BSW from MU


70% of BSW students

interested in continuing

education at MU for

graduate school


Strengths Weaknesse

s

Changes

• Class size

• Relationships with faculty

• Opportunities post-grad

• Field Placement

• Communication

• Diversity

• Online requirements

• Low student involvement

• Flexibility

• Sense of community

In-Depth Interviews

Service

• “We are a big school within the college. No one knows anything about us. If they could team up with Mizzou ASB with a social work trip, that would be really cool and people would get to know us.”

• “It would also be great if there were more service opportunities through the school geared towards volunteering. That would help give us contacts for after graduation. ”

Visibility

• “The only times I've looked at the website is to see the list of classes, and the numbers aren't accurate so it was fruitless. ”

• “They should promote the program as a whole more. As a psychology undergrad, I knew very little information about the School of Social Work. Luckily, I got placed in a social work class and loved it. This made me want to continue to take social work classes.”

Frustrations

• “Our lack of physical space and cohesion. It speaks to our cohesion or lack there of in our department. The lack of cohesion is felt by the students.” – Faculty Member

• “The PP&A program is not promoted enough… we have to take some of our required courses online… and that’s really really frustrating because that’s not what I signed up for, that’s not how I learn.”

Findings

• Partnerships

• Online presence

• Other programs

• Lack of awareness

Target Profile

“I’m at a point in my life where I know where my

aspirations lie, but I’m unsure of the next steps to take

in order to get there. I want to pursue a career in

something that will allow me to help others. For me,

the best part is knowing I have done something for

someone other than myself. It isn't about the lavish

lifestyle or a career behind a desk. I have been

researching graduate programs, but the price of

tuition is weighing heavily on my decision making.”

Consumer Insight

Target

18-25

Target

A Day in the Life

7:00am - Maria wakes up and

begins her morning routine -

which invoices checking her

Facebook and twitter feeds to

catch up on events from the

night before, and to see what

will be happening today.

8:10 - While walking to

class, Maria listens to

Spotify. She hears an ad for

Starbucks and decides she

should grab a cup of coffee.

Maria is a 21-year-old junior at MU studying psychology.

1:55pm - After finishing her last

class for the day, Maria starts

walking home. She notices a flyer

about an upcoming event on

campus and makes a mental note to

visit the website later.

5:55pm - Tired from reading the

tomorrow’s discussion, Maria

decided to check her Instagram

to see what everyone else is

doing. She notices her favorite

store is having a surprise sale

and decides to check it out.

A Day in the Life

8:15pm - Maria pulls up the

Missourian website and sees a

feature store about a charity

fundraiser by a local business. She

shares the article with her friends on

Facebook and encourages them to

attend.

A Day in the Life

Campaign Strategy

The Missouri School of Social Work is a community

where students begin their careers by learning from

hands-on experience in the field. The school gives

students the opportunity to make a change the

moment they walk through the columns. Graduates

leave equipped with the skills to succeed in the field

of social work.

Campaign Strategy

The Big Idea

Campaign Tactics

Public Relations

Public Relations

• Media Lists

• Story Pitches

• Press Releases

• Events

• Partnerships

• Increased Campus

and Community

Awareness

• Creating Foundation

for Continuous Media

and Community

Outreach

• Establishing

Reputation and Brand

Public Relations

MU School of Social Work Media List

MU School of Social Work Email Pitch

Public Relations

MU School of Social Work Press Release

Public Relations

Formoreinformationcontact:*****729ClarkHall(573)[email protected]

MizzouSchoolofSocialWorkUnveilsNewBrandingCampaign

COLUMBIA,MO.–(July1,2015)TheUniversityofMissouri’sSchoolofSocialWorklaunchedtheirnewbrandpositioningcampaignthismonthinhopeofreachingmorestudentsandbetterpromotingtheircorevaluestothecampusandcommunity. Theirnewcampaign–MakeTomorrow’sChangeToday–ismeanttohighlighttheschool’saptitudeforgivingtheirstudentsimmediatehands-onexperienceinthefieldofsocialworkthemomenttheybegintheprogram.Tobettertelltheirnewstory,theschoolwillberedesigningtheirwebsite,creatingnewsocialmediaplatformsandpartneringwithmorecampusprograms. “Wearemorethanexcitedtoannounceourschool’snewbrandposition,”saidDr.MarjorieSable.“MizzouSchoolofSocialWorkpridesitselfongivingstudentsuniquefieldexperiencesuperiortoanyothersocialworkprograminthearea.WithMakeTomorrow’sChangeToday,wewillbeabletobettercommunicatetheimpactwemakeonthecommunitytoprospectivestudentsandgainmoreawarenessthroughoutcampus.” TheMizzouSchoolofSocialWorkistheonlyschoolofsocialworkinthestateofMissourithatoffersdegreesinBachelor’s,Master’sandPh.D.programs.Theschoolboastsexcellentfieldeducationwithmultipleworksitesandresearchopportunitiesinthesocialworkfieldwhileofferingnumeroussocialworkemphasesforitsstudents. Theschool’snewcampaigncamefromaintensiveprocessthatincludedcampuswideandschoolspecificsurveys,identifying “TheMUSchoolofSocialworkisdedicatedtopreparingstudentstoenhancethequalityoflifeforindividualsandsociety,”saidLeighLepper,DirectorofResearchfortheschool.“BylaunchingMakeTomorrow’sChangeToday,wegivestudentsabetterlookintoouridentityasaprogramandshowtheopportunitieswecanofferthemfortheirfuture.“

-30-

Direct Mail

• ****** direct mail example *******

Public Relations

Events

• Summer Welcome Booth

• Career Fair Booth

• Football Tailgates

• Homecoming Parade

Partnerships

• Total Person Program

• Mizzou Alternative Break

• Mizzou Tiger Pantry

• Ronald McDonald House

Social Media

Social Media Expansion

• Promoting student engagement

• Educating current and prospective students

• Controlling brand image

Facebook

Sponsored Ad Suggested Post

University of Missouri School of Social W ork

Sponsored

Like Page

Interested in a career where you can make a dif ference in someone’s life?

Make Tomorrow’s Change Today

Students at the University of Missouri School of Social W ork start

impacting their community from the moment they step foot on campus.

Click here to find out more information about specific program of ferings

and take the first step towards making a dif ference in your community.

Twitter

#MIZTCT

Instagram

Digital Ads

Spotify Ad

Landing Page

Search

PPC (Pay-per-click)

SEO (Search Engine Optimization)

Media Plan and Budget

Media Budget

Tier 1: $25,425

Media Budget: Tier 1 • SEO and PPC

• Although this could be utilized for a year long budget, you can pay for these tools on a monthly budget.

• Avg monthly for SEO $750

• PPC→ $.25 to $500→ Pay per click

• Facebook Ads:

• $1 a day reaches nearly 4,000 people

• Lowest average cost per 1,000 impressions of any advertising platform (averaging around $0.25 per 1,000 impressions), you can easily afford to throw a couple of dollars a day into the advertising mix.

• Our Budget: $400/month = $4,800

• By spending nearly $5,000 you can reach Close to 5,000 likes

• 500 Link Clicks: $100 weekly within our budget

• 1,000,000 Non-Fan Impressions: $30.00

• Direct Mail’s Reach:

• Stamp Costs: 49 cents

• Mail piece 6x9: 25 cents

• Students we are reaching: 3,000 .49x.25x3,000= $2,200

• Brochures/Signage:

• Printing Costs

• for $180 you can purchase about 150 brochures

• Buy in bulk

• University costs to have a booth

• Spotify: $10 a month to become a member and make Playlist

available to students

• Digital Ads:

• Media Placement Costs

• $100 monthly to place in a branded/owned forum like the

MUTigers. com

Media Budget: Tier 1

Media Budget

Tier 2: $37, 985

Media Budget: Tier 2 • Facebook Ads

• Increased engagement by about

$1,200 increasing dollar amount

spending $500 a month.


• Students we are reaching: 7,000;

.49x.25x7,000= $5,180

• Digital Ads:

• Media Placement Costs

• $100 monthly to place in a

branded/owned forum like the

MUTigers. com

• Increased by about $1,000 for more

space

Media Budget

Tier 3: $49, 865

Media Budget: Tier 3 • Spotify Ads:

• Based on similar metric as Facebook

advertising

• Costs minimally $10,000 for production

costs

• Creating Spotify Ads; digitally & radio

spot

• Will cost more for Impressions

• $.03 for each impression→

• 1,000,000 non fan impressions=$30

• Facebook Ads:

• Increased by $1,200 yearly by spending

$600 monthly


Students we are reaching: 8,000;

.49x.25x8,000= $5,920

Media Timeline

Measurement

Media Funnel

7:00am – The first thing

Maria does in the morning is

check her phone. While

scrolling through Facebook

Maria sees a post about a

social work networking event

happening today.

8:10am – While walking to class,

Maria listens to Spotify. She

hears an ad about Making

Tomorrow’s Change Today.

A Day in the Life

A Day in the Life

1:55pm – After finishing her

last class for the day, Maria

starts walking home. She

notices a flyer about an

upcoming MU SSW volunteer

event and makes a mental

note to visit the website later.

5:55pm – Tired from reading for

tomorrow’s discussion, Maria

decides to check her Instagram

to see what everyone else is doing.

She notices some pictures from an

Alumni tailgate and likes them.

8:15pm – Later that night Maria starts to

Google graduate programs. She

remembers about the SSW volunteer

poster she saw. She visits the website

and sees an article about the MedZou

clinic under the news and events tab.

After reading about the hands-on

opportunities the school provides, she

decides to make an appointment with a

social work advisor.

Conclusion

The MU School of Social Work will prepare students

to be influential leaders in the field and in their

community.

Conclusion

Questions?

SSW presentation COPYRIGHT ADZOU

Documents

Transcript of SSW presentation COPYRIGHT ADZOU