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Endicott College Homecoming Public Relations Plan

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by

Kelsey Hawtin

on 8 May 2015

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Transcript of Endicott College Homecoming Public Relations Plan

Endicott College Homecoming Public Relations Plan
Calendar
Situation Analysis
What we would like to accomplish:
Tactics
Audience
We plan to target each of our audiences through both traditional and new media forms
Budget
Lauren Adams
Kelsey Hawtin
Cameron Sprague
Jessica Fusco
Strategy
"Discover the Homecoming Experience"

Online
Social media
Facebook
Twitter
Instagram
Media List
Gain publicity before homecoming
Increase number of people attending events
Raise money through donations


Endicott College Observer
Meaghann Mellen, Features Editor

Endicott College Television (ECTV)
Ellie Pye, ECTV Advisor

Beverly Citizen
Jennie Oemig, Community and Calendar Submissions Editor

Boston Globe, Beverly News Division
Meghan Colloton, “Things To Do” Reporter

Patch.com Local News
Robert Gates, Beverly Editor/Hamilton-Wenham Editor
John Castelluccio, Peabody Editor/Danvers Editor

Salem News
Paul Leighton, Calendar and Community News Staff Writer
Suggested Research for Demographics:
Pitch Letter
Tactics (cont.)

Spokesgroup

Great reputation
Ability to relate to Endicott students
Based out of Beverly/Boston
Social media savvy
Press Release
Reporter communications
Print
EC Observer
Beverly Citizen
Boston Globe (Beverly)
Patch Community News
Salem News
Television
ECTV
Media kit
PSA
Pitch letter
Press release
Endicott Students
Student email
Flyers
Social media (Facebook group, updated Twitter)

Families of Students
Letters home: information about family-friendly activities
Follow up email

Faculty
Ad in Endicott newspaper
Email invitation from dean of administration
Flyers
Alumni
Send a formal letter
Offer two free meal tickets
They provide donations
Locals
Ads in local newspapers
Flyers around town
Get them to participate within the community


On-campus
ECTV
School e-mail
Paper Materials:
Brochures
Posters
Flyers
Word of mouth
Students:
Focus groups of 20 students or fewer
Survey email

Families/ Alumni/ Locals:
Sign in at front gate (fill out guest form)
Survey email

Faculty:
Small focus groups seperated by administration
Objectives
Objective #1
- Football game
- Events around the Endicott Lakes
- Alumni games
- Number of Parents and Families
Objective #2
Local News Sources:
- Endicott Observer
- The Beverly Citizen
- Salem News

Online News Sources:
- Boston.com
- Patch.com

Objective #3
- More Likes on ECHC Facebook page
- More Followers on ECHC Twitter page
Evaluation
Evaluation #1
- Count Tickets Sold
- Send Out Surveys via E-mail
Evaluation #2
- Count Number of Featured Stories
- Shared News Articles Online
Evaluation #3
- Count Followers and Fans
- Count Number of Retweets
- Count Amount of Likes and Shares on Facebook
Increase Attendance
More Coverage From News Sources
More Hits On Social Media
Increase Attendance
More Coverage From News Sources
More Hits on Social Media
Full transcript