Campaign Book

S

Agency Open House

Jazmin Gutierrez (AE)Rachel AllenMaya Clark

PRactical ADvantage Communications

and PR Speaker Panel

Presented on May 14, 2015

CAMPAIGN BOOK

Event Date: April 23, 2015

COMM WEEK• COMM Week established 1978• Thousands of speakers with diverse backgrounds• Student Task Force Team and a PRactical ADvantage Communications

PRACTICAL ADVANTAGE COMMUNICATIONS• Student-run advertising, entertainment management, and public relations • Developed in 2011 • Students earn credit for their capstone course • Hands-on experience in a real-world setting, • Campaigns, events, and/or public relations activities for

• Local businesses • Non-profit organizations,• Student programs and organizations at CSUF.

BACKGROUND

“Gain The Experience You Need Before You Graduate”

THEME, KEY AUDIENCE, & MESSAGE

The event stressed the importance of:• Getting your foot in the door• Go out of your comfort zone• Encourage student involvement

• Students enrolled at CSUF • Faculty members of CSUF

TARGET AUDIENCE KEY MESSAGE

Strengths • Valuable insight from experienced professionals • Discussion with PR professionals• Spotlight on public relations• Good relation with COMM Week 

Weaknesses• Last year’s attendance • Only in it’s second year• Non-PR Majors• Two separate campuses• Annexed from COMM Week events• Broadcast at Fullerton campus

INTERNAL ANALYSIS

SWOT ANALYSIS

EXTERNAL ANALYSIS

Opportunities• Social Media• CSUF clubs and organizations • relationships with professionals • extra credit opportunities for students• Alternative class session 

Threats• Two locations • “Commuter” campus • Newport Beach Film Festival

GOALS• Promote awareness about the PR industry for Cal State Fullerton students• Gain attendance and awareness to the PRactical ADvantage Communications

Agency.

GOALS & OBJECTIVES

OBJECTIVES• Obtain an audience of at least 50 people (increase last year’s attendance by

500%)• Generate social media awareness and participation• Invite PRSSA and Lambda Pi Eta

STRATEGY• Utilized students from public relations classes as possible attendees of the

event• Made use of numerous on-campus resources• Joined the COMM Week team and PRactical ADvantage team in regards to

tabling and other promotional efforts

STRATEGY, TACTICS, & TOOLS

TACTICS• Social Media: Facebook and Twitter were primarily used to promote• TV/Radio: Appearances on OC News and PSAs via Titan Radio• Print: Reprographics and flyers• Tabling: Joint efforts with PRAD and COMM Week teams

TACTICS• Press Releases & Pitches• Invitations

PromotionPromoted on Titan Radio, the PRactical ADvantage social media, the Comm Week social media, and it was even mentioned on the CSUF Official Instagram account.

SpeakersAll speakers in attendance and gave positive feedback Attendeesover 60+ attendees between both campuses Student Participation9 groups of students provided displays of their client work for the open house attendees to view. Facebook Event PageFacebook event page from the PRAD Facebook account

CAMPAIGN OUTCOMES

Goals80% retention rate for attendees omitted from goals

Surveys and Sign-in SheetsSkewed data from incomplete surveys and failure to sign-in ClubsNo response from PRSSA and Lambda Pi Eta Press release pitch to news publications No response from OC Register

CAMPAIGN OUTCOMES

Student attendance• Exceeded goal of

25 attendees at the Irvine campus.• accumulated over 60 guests

between both locations. • sign-in sheet• Over 50 attendees

MEASUREMENT & EVALUATION

QUANTITATIVE DATAQUALITATIVE DATA• Surveys• Comment box

• Overall positive feedback• 70% female • 30% male• 60% were 21-24 in age • more than half seniors• PR was the dominant major

in attendance.

The event was an overall success

Professor EngagementContinue correspondence with professors to promote the event.  Keep a Running Contact List of Attendeeskeep an updated sign-in sheet with guest names and emails for a contact list Setting Upstart setting up for the event as early as 24 hours prior.  Sign-In SheetsHave a back-up plan for the sign-in sheets

RECOMMENDATIONS

SurveysHave a designated volunteer to handle surveys would be beneficial.  Interacting with GuestsMake sure that you have ample volunteers with specific duties will allow more time for guest interaction.

FacebookHave administrator access to the account the page is posted on.  FlyersThe design for your flyers should be created at least 2 months in advance.  

RECOMMENDATIONS

BUDGET

CALENDAR

CALENDAR

FULLERTON CAMPUS FLYER

IRVINE CAMPUS FLYER

PROMOTIONS

https://www.youtube.com/watch?v=oqGYSRzsnKU

ENJOY & THANK YOU!

CAMPAIGN VIDEO