Temple University Television Before I Graduate Contest

Strategic Plan

PRowl Account Members

Account Associates:

Aaron Keeports

Lexie Hairston

Mia Hinterwaldner

Max Simons

Eamonn Sullivan

Jamie Walsh

Alexa Vecchione

Account Executive:

Caroline Bardo

Summary:

Starting Thursday, November 1, PRowl will initiate a campaign for the Before I Graduate (BIG) 2017 contest. Its goal is to promote the contest and create greater awareness for all Temple University Television (TUTV) programming. The contest will be promoted on Facebook, Instagram and Twitter. Students can participate by submitting their graduation wishes at various submission table events located on Temple’s campus and on Twitter by using the official contest hashtag. All eligible submissions will only be accepted through Twitter using the official hashtag, #CHERRYANDWISH. Graduation wishes are defined as a bucket-list item students would like to complete before their graduation date. The account will execute a print and news media campaign to communicate with other colleges, Greek life and media within Temple. TUTV account associates and General Manager of TUTV, Paul Gluck, will select the winner on November 16.

Strategy:

The campaign’s theme is to communicate TUTV’s ability to grant a request, known as a wish, for an undergraduate student at Temple. The promotional material will be centered on the metaphor of Temple students (owls) graduating (leaving the nest). We will also incorporate the use of graduation hats, as they will be displayed on flyers, at submission tables and on social media.

Promotional Tactics:

Social Media Campaign

The campaign will be promoted on and drive traffic to TUTV’s designated pages: @templetv on Twitter, @temple_tv on Instagram and Facebook.com/TempleTV. All eligible submissions will only be accepted through Twitter using the official hashtag, #CHERRYANDWISH.

All account-created social media content will be sent to TUTV Web Manager and Social Media Coordinator, Bella Pezzati, one week before each post is scheduled.

Some posts will tag the Temple University or Klein College main Twitter accounts to increase the likelihood of retweets or shares. The official hashtag of the contest is #CHERRYANDWISH, including on promotional posts to Facebook, Twitter and Instagram. The posts will also use the hashtag #CHERRYANDWISH to track and organize social media entries on Twitter. All eligible submissions will only be accepted through Twitter using the official hashtag, #CHERRYANDWISH. Tactics for social media include:

2 weekly Twitter posts, with the contest entry description 1 weekly Instagram posts, with the contest entry description

o Photo content for each Instagram post will be a graphic designed by the account to describe the contest details and how to submit a wish created with Canva

1 weekly Facebook post, with the contest entry description 2 posts made to each Facebook class page (“Temple Class of 20__”) with one post during

the first week of the contest, and the second post during the second and last week of the contest.

Final edits for a social media calendar will be completed by October 27.

Print and News Media Campaign

The BIG contest will be pitched to the following online or print publications by October 30: Temple News, The Tab Temple, Her Campus, Whip Radio, Temple Update, Nutshell and Society 19 Temple. These media outlets are included in the designated contest media list.

The account will pitch all colleges within Temple, including Klein College, Fox School of Business, Science and Technology, College of Public Health, Boyer College, Tyler School of Art, Engineering, Education, STHM and Liberal Arts. The contacts for each school are listed in the account’s designated college contact list.

In addition, the account will pitch all Greek life affiliated organizations with Temple University. The account will also pitch business, health and science, sports, health, honors, music, dance and religious organizations on campus also using the account’s current student organizations contact list.

Approved flyers will be placed in all campus-affiliated housing lobbies, the Student Center, the Tech Center, the IBC, TUF and all academic buildings on Temple’s campus from Nov. 1- Nov.15.

The promotional flyers will be designed by account associates and ready for the approval process by Oct. 16. The flyers will help promote the contest, notify contest dates and encourage students to submit wishes and create awareness.

The flyers will include: Name of contest Explanation of the contest Contest start and end dates Eligibility to all undergraduate Temple students Official contest hashtag #CHERRYANDWISH How to submit a wish using the official contest hashtag on Twitter Contest in-person submission table dates TUTV social media handles and logo

Official Hashtag:

#CHERRYANDWISH

Contest Rules:

1. To be eligible to submit a wish for Before I Graduate, all students must be current undergraduate students enrolled at Temple University.

2. Students must submit their wishes between November 1 and November 15.3. The wish must be feasible for TUTV to execute for the winner.

Submission Details:

Dates:

Submission tables will be held on Nov. 2, Nov. 10 and Nov. 14, outside the Student Center (weather permitting), from 11 a.m. to 2 p.m. The tables will be manned by at least two account members. If weather does not permit, the tables will still be held at the same time, but will be moved to the Student Center lobby area.

Tactics

Each social media post will provide students with instructions on how to submit a wish on Twitter using the designated hashtag and providing their expected graduation date or in-person at the three submission table events on Nov. 2, Nov. 10 and Nov. 14. Contest promotions will be promoted on Facebook, Twitter and Instagram. All eligible submissions will only be accepted through Twitter using the official hashtag, #CHERRYANDWISH, which will be stated on all Facebook and Instagram posts. To keep all entries organized and easy to track, online submissions will only be made through Twitter.

A question will be asked on submission form entries including: “What is your anticipated graduation date (month/year)?” This will help make the process of selecting a winner easier by organizing participant graduation dates.

The account will set up the submission table outside the student center lobby (weather permitting) to attract the attention of the students. The table will be staffed by two or three TUTV account associates for the duration of the in-person submission event. There will be free Insomnia cookies at the table to hand out to every student who submits a wish. TUTV merchandise will also be given out at the table and will be supplied by TUTV. To receive a free cookie or TUTV merchandise, students must follow TUTV on Instagram, Twitter and Facebook in addition to submitting a wish. Students can show proof of follow and wish by showing their social media to an account associate at the table. A large poster will be displayed in front of the submission table to attract attention and display contest information. The poster will contain the

contest theme, which includes graduation caps and Temple school colors, cherry and white. The name of the contest, “Before I Graduate,” will be in large lettering on the poster. The poster will also have the official hashtag, #CHERRYANDWISH, and eligibility rules to enter submissions.

Final Selection Process

The winner will be chosen on Nov. 15 by the TUTV account and the client, Paul Gluck. Paul will select the final student wish selection.

Post-contest Tactics

TUTV account executive will notify the contestant via email or phone. Scheduled Twitter, Facebook and Instagram posts for Nov. 16 to thank students for their

participation. The selected winner has 48 hours to respond to the first contact attempt. After this time

passes and the selected winner does not respond, the client and account associates will select a new potential winner. This process will be repeated until a winner successfully responds.

On Nov. 17 Paul Gluck, will announce a winner via social media and on the TUTV website.

Scheduled Twitter, Facebook and Instagram posts for Nov. 17 to announce the winner of the contest.

The client is responsible for granting the wish for the student. Paul will follow up with the winner for an on-air presentation of the BIG contest winner

on TUTV. The account executive will follow-up with Paul for an evaluation of the contest.

Timeline:

October 20: Account associates vote on the contest flyers and social graphics

October 20: Account executive will initiate booking submission tables for events at the SAC

October 20: Associates will write pitches to all Temple news outlets

October 23: Contest flyer and social media graphic submitted for approval

October 24: Account executive will send social media calendar to AFD

October 24: Account executive will edit email pitches and submit for approval process

October 24: Submit flyers to the Office of Student Center Operations for approval

October 25: AFD sends email pitches to FD and Gregg for edits

October 25: Social media calendar will be sent to Bella

October 26: Associates will create posters for submission tables

October 30: Associates send out email pitches

October 31: Associates hang flyers in all Temple buildings

November 1: Contest officially starts

November 2: First submission table outside the Student Center

November 6: Account associates follow-up pitches, if no response

November 10: Second submission table outside the Student Center

November 14: Third submission table inside the Student Center

November 15: Submissions close at 11:59 p.m.

November 16: Paul and account associates select winner

November 17: Winner for the contest will be publicized on social media