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UNLV-SRWC Communication Plan

Mission and Objectives, Target Market, Message, Framework and Channels, Measurement, Schedule, Budget, ROI
by

Joshua Willis

on 2 December 2013

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Transcript of UNLV-SRWC Communication Plan

UNLV
Student Recreation and Wellness Center
Communication Plan
Overview
Mission and Objectives
Target market
Message
Framework and Channels
Measurement
Schedule
Budget
ROI
The UNLV-SRWC mission is to promote and provide balanced holistic health to the UNLV community by having experienced professionals, cutting edge facilities and value adding events, classes and programs
Mission
Communication Objective
Create awareness
Stimulate trial
Generate excitement
Add value
Reduce fear
Target Markets
UNLV student, staff, and facility
Focused on undergraduate students
Demographic Information
Psychographic Information
22,538 Undergraduate students
55% Female
48% White, 19% Hispanic, 16% Asian,
8% African-American, 5% Two or more races
75% Under 24 years old
72% Full-time students
82% Nevada Residents
Activities, Interests, Opinions
Majors: 15% Liberal arts, 14% Business,
13% Hotel Administration, 11% Sciences
Achievers
Independence
Acceptance
Tech savoy
Social
Framework and Channels
Paid = Channels not controlled by the SRWC
Owned = Channels controlled by the SRWC
Earned = Channels controlled by the target market

SRWC webpages
SRWC print materials
SRWC bulletin boards
SRWC events
SRWC TVs
SRWC staff
Apps
Social media

Word of mouth
Electronic word of mouth
Social media
Online rating services
Rave emails
Listserv
University calendar
University webpages
University events
University paper
University bulletin boards
Paid
Owned
Earned

To create awareness and drive students to Owned channels
Will this communication piece create awareness? Why?
Will this communication piece drive people to Owned? How?
What is the call to action?
Benefit focused?
Goal
Guiding Questions

To stimulate trial, generate excitement and add value
Does this communication piece stimulate trial? Why?
Does this communication piece generate excitement/ add value? How?
Is this communication piece easy to share?
Does this communication piece allow student to
invite others and/or "brag"?
What is the call to action?
Goal
Guiding Questions

To promote engagement with and sharing of the communication piece.
What is being shared? Why?
Goal
Guiding Questions
Measurement
Paid
Impressions
Hits
Clicks
Scans
Sign-ups
Hand outs
Survey
Owned
New members
Repeat use
Interaction
Attendance
Scans
Hand outs
Downloads
Earned
Shares
Engagement
Strangers
Customers
Advocates
Drives
Drives
Drives
WOM
Scheduling
Budget
Daily
Monthly
Semesterly
Employee Hours
Printing/ Materials
ROI
Costs / Measurement
Message Themes
Informational (What, Where, Who...)
Reduce fear (What is it going to be like?)
Benefits focused (Achieve goals, Meet friends, Relieve Stress, Try something new)
Call to action
Weekly
Rave emails
Bulletin boards
University paper
SRWC webpage
Apps
Listserv
SRWC print materials
SRWC events
SRWC TVs
University calendar
University webpage
University events
SRWC staff training
Social media
Print
Video
Other media

http://www.unlv.edu/srwc/about-us
http://www.unlv.edu/srwc/fitness-rec/exercise-classes
Facebook/Twitter Posts:
Daily Schedules/ Events
Promotions
Fun facts
Related news
Community events
By Joshua Willis
MarketingPro3@gmail.com
Resource & Competition Assessment
http://prezi.com/qjs4x1fclffb/assessing-resources-and-capabilities/?kw=view-qjs4x1fclffb&rc=ref-16936989
Full transcript