T H E A G E N C Y A D V E R T I S I N G & M A R K E T I N G

Student Media Marketing PlanIntroduction

Student Media engages students in real-life, hands-on practical training in a learning laboratory while providing news, information, entertainment and literary expression to the campus community. Mirroring ECU’s mission of education in the 21st Century, Student Media prepares students to compete and succeed in the global economy.

Marketing Objectives:

Increase overall sales on campus and throughout the community Meet specified sales quota of $160,000 for the year Increase overall brand awareness and advertising process throughout the

Greenville community Increase overall campus presence through social media, public forums, interactive

promotional events, and overall community outreach Co-branding events with the different media platforms of The Agency to increase

overall viewership of the Passport events to get students attention

Situation Analysis:

Strengths: TEC and Rebel are recognizable Established since 1925 Student ran organization, can change environment for working use Only media outlet on campus

Weaknesses: We’re not cobranding, no benefit from associations with SMAA Lack of a strong marketing presence Lack of funding for the Marketing Department Don’t have a analytics on readership or distribution SMAA is relatively small compared to campus size of approximately 27000 We’re stuck in our ways of doing business Lack of community interaction with students and Greenville community at large

Opportunities: New promotional events Social Media collaborative efforts with our media outlets as well as community at

large Website potential Growth of West Campus and The Brody School of Med Growth of Students annually Restoration of downtown Calendar of events on campus Cobranding products with sponsors

Threats: Daily Mixer Social Media Apathy

Target Markets:

Our broad target market will primarily consist of undergraduate students. They are our largest group of students at East Carolina University and also offer the greatest possibility of brand loyalty for the future. We intend to focus mostly on building a loyal fan base with the freshmen and sophomores this year, while still reaching out to East Carolina University as a whole. Places like the Wright Plaza, West End, and Christenbury are filled with students moving between classes all day, these are some great locations to set up tables to reach a wide variety of the student body. When we place a banner on the mall for the Annual Banner Competition, tons of students will pass by it and it will provide Student Media a lot of exposure.

Strategies:

Traditional Advertising by way of Sale Executives, usage of the current media platforms, and Street Team Newspaper giveaways.

Promotions will be implemented through major events such as; launch dates for new publications, co-branded events, and overall community outreach initiatives designed to increase the overall brand awareness for The Agency and its affiliates.

Products will primarily be marketed through Sales Executives, but will not be excluded from any other avenues of advertising.

Social Media is a new tool that will be implemented into our overall marketing strategy. The Agency’s’ Twitter and Facebook pages will be monitored primarily by social media interns who will be on a rotating schedule to engage this task.

The Agency’s marketing executives will work in partnership with one another to identify new possible marketing opportunities to create new business.

Tracking: