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Connection Portal

Table of Contents

Media Synth 5Opportunity Statement 6Objectives & Metrics 7TexasMedia Overview 8Competitor Overview 9The BIG Idea 11Prioritization 12Alumni 13Industry 21Prospective Students 29Academia 37Current Students 41Interactive 45Sythesis 48Budgets 50Closing 52

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Synthesis is the process of combining ideas to form an overarching theory or system. At Media Synth, we pride

ourselves on our ability to synthesize our insights to form a uniform communication strategy. After in-depth research, it all

we will accomplish.

we then emphasize the importance of prioritization and measurable returns on all investments. Together we know that architecture is crucial—you must have a foundation to

facilitate to the needs of any given campaign.

Opportunity StatementMedia Synth has the opportunity to brand the TexasMedia Connection Portal as a source for all things media, whether that be for educational purposes, research, recruiting, or endowment.

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Opportunity StatementIn the span of one year, we want to accomplish the following:

25% increase in research sharing conversations

25% increase in

applications to the

350 new and active accounts from

Prospective students

90% of current students

create and activate an account

250 pieces of new content

to be created by at least 50% of users with

active accounts

70% of alumni to learn of

the site

50% of alumni reached to create and activate an

account

TexasMedia

providing students with the breadth and depth of media experiences that will prepare them to become professional media specialists. The program is designed to help students become cross-platforms thinkers and doers in advertising media planning, buying, sales, and new media development.

In addition, students have the opportunity to obtain a focus of Texas interactive that will prepare students in an evolving advertising industry with depth understanding of interactive communication. As the TexasMedia’s philosophy of maintaining the left and right brain equilibrium, students are developing their creative and analytical thinking in creating a media plan that will reach consumers in an effective and

will make an impact in their career.

Top Colleges For Advertising

1. The University of Texas at Austin

2. 3. Fashion Institute of Technology4. 5.

^advertising.utexas.edu

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Competitor Overview

Michigan State University

students who pursue Bachelor of Arts in Advertising the option of a specialization in Public Relations. Along with

opportunities to pursue a concentration in advertising creative and advertising management. Students need to complete 15 credits and one required course within

They might choose to learn as an art director, a copywriter, a media planner, and account executive. Moreover, they can take classes to learn about digital advertising and promotional products.

Fashion Institute of Technology

who want to pursue an undergraduate program in advertising. Students of Advertising Design have to select a brand, develop campaign concepts, and design for traditional media, interactive media, and innovative media. Additionally, students in AMC create integrated marketing communication campaigns for advertising, public relations, direct marketing, and sales promotion. They develop media plans and special events, direct and produce television and radio commercials, and write print ads, press releases, and newspaper and magazine articles.

^www.cas.msu.edu

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Competitor OverviewPennsylvania State University

Students in the advertising

develop an understanding of the role and effect of advertising within the business, social, and political areas. They are prepared for variety

professional opportunities, such as media planning and relations, research, and client services. The goal of the program is to help students to entry the advertising profession and to prepare for managerial roles within the concept of integrated communication.

University of Florida

their students to take courses in writing, marketing, case

visualization, media planning, and campaign. Students also have the opportunity to broaden their learning experiences by taking a concentration or minor outside the College. The Department of Advertising is accredited by the Accrediting Council on Education in Journalism and

International Advertising Association (IAA).

So What?

bestofcolleges.com, and it ranks high among all rankings lists. Through the website, we want to increase awareness among people all over the States about the College.

about the program and the opportunity that the College offers to their student.

^www.comm.psu.edu

Big Idea

In TexasMedia's 15 years, current and former students have formed an extensive network of peers, industry professionals, and academic leaders.

In extending this network to an online venue, we are not going to reinvent the wheel. Instead, will establish contact points in each of the networks to establish TexasMedia as a cohesive online community.

PrioritizationWhen considering the relative importance of each of these affected audiences, we knew that the backbone of the website development, content creation, and of this program is the students. Without this talent pool of intelligent and motivated students, TexasMedia would cease to exist.

While maintaining an eye to the future of these students, which lies in academia and in the media industry, we have developed a communications campaign to create awareness and incentivize the lifeblood of TexasMedia program to participate and create a new connection portal to the world.

Current Students

Prospective Students

Alumni

Industry Academia

AlumniCurrent Students

Prospective Students

Alumni

Industry Academia

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Alumni: Where They Are

^www.LinkedIn.com^www.adgrad.com

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Communication Goals

Make former TexasMedia students aware of the new

Inform TexasMedia Grads about the offerings

reestablishing the sense of connection they once had while in college not only with other Alumni but also with Faculty, Students, and the Industry

Transform alumni into TexasMedia advocates:Tell other alumni about the websiteTell coworkers and industry friends about program and websiteTweet or Facebook share content

Encourage alumni to create an account and use the site to:

build connectionsre-connectshowcase their accomplishmentsrecruit potential students. participate in mentoring programs

Objective: Convey the message that TexasMedia and its new website will allow Alumni to reconnect not only with old friends, but will allow for them to connect with current students, industry leaders, perspective students, academia and anyone else curious enough to create an account expending through the pipeline of a Media-Centric world.

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ResearchInterviewing TexasMedia Alumni allowed for some great insights which included:

“Staying connected with TexasMedia can be done through the use of events, such as hosting Happy Hours. Especially if it is conveniently located downtown after work. Also the TAG trips current students attend every year (Chicago, New York, San Francisco, etc.) could potentially lead to a greater connection between Texas Alum and current students.

As for mentoring a current student, I believe it is essential part of networking participate, the student feels comfortable asking questions they otherwise would not want to ask when

because helping others is a rewarding experience on its own. “ -Erica Grimillion, TexasMedia- Class of 2008

to connect any which way I could to something familiar, like TexasExes Chapter. If their was such a thing as a TexasMedia Chapter of the same kind I would more than likely drop my plans for the evening and attend, no questions asked.”

“Having a source like the TexasMedia website sounds interesting, but showcasing my accomplishments would be hard, I don’t want to sound like I am bragging. If it is done in the case of presenting weekly topics/articles I can relate to Media then I might be more willing to list examples of the obstacles I have faced and how I overcome them while in the industry” - Sara Kipper,TexasMedia- Class of 2008

Research“Receiving reminder emails, Facebook events, or LinkedIn messages to be reminded of such an event, would be the best ways to contact me.” “If I sign-up for an account through the new TexasMedia I would like for the content (such as job postings) to be more niche and accessible. AdGrad does not offer

account.” - Ashley Dipasquale, TexasMedia- Class of 2010

^www.infodocket.com

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So What?Based on our research, reaching Alumni should be done on a personal level. These alumni miss the sense of comraderie that being in TexasMedia brought, and would love the opportunity to meet others with the shared TexasMedia experience. As we do have existing relationships with the alumni, direct contact will be utilized. It is recommended that messaging invites alumni to the new TexasMedia website and gives them the opportunity to create an account if they choose to re-connect with faculty, other alumni, current and prospective students and the industry at large.

about new media trends, opportunities, and of course, social gatherings like Happy Hours and dinners.

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Recommendations

LinkedIn LinkedIn is used by many TexasMedia grads to network within the business world.

phrase “TexasMedia” gave over 300 results.

It is recommended that InMail be sent to all TexasMedia graduates that we were unable to contact via email.

In addition to direct messaging, Media Synth recommends using LinkedIn ads to create awareness and direct alumni to the new website.

Ads will target Texas Graduates in the Advertising and Marketing industry, as well as those in the AdGrad, TexasMedia, and Communications Alumni groups.

$4.24 cpc

FacebookSimilar to LinkedIn, direct ads will be placed in Facebook to raise awareness and drive visits. The difference between the two venus is Facebook’s more relaxed environment will foster conversation among old friends

Similar to LinkedIn, direct messages will be sent to those who were unreachable by other means.

In addition, Ads will be used to create awareness and drive visits. It is recommended that ads target Texas Graduates

$1.20 cpc

EmailAs the number one way 18-40 year olds stay in contact, email will serve as our primary communication medium.

Follow up emails will be used periodically to introduce new content and features on the website, encourage participation, and maintain constant contact and awareness.

^www.LinkedIn.com^www.facebook.com

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Recommendations

IndustryCurrent Students

Prospective Students

Alumni

Industry Academia

OverviewWhat Industry?

media-centric entities, as well as various companies and other future employers for our current and past students.

Industry= A TexasMedia recruitment opportunity

ObjectiveWe want the industry to see us as their personal talent pipeline

During this transitional period in communications planning, media agencies are in dire need of candidates that understand the changing landscape and the digital sphere

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Communication Goals

Inform Industry professionals of the TexasMedia Sequence and the prestige current and past student’s obtain from program

Call out companies to set up an account

Develop a standing relationship with the members of this media-centric communityCreate a TexasMedia Mentorship ProgramHire current students and graduates and start generating buzz around the talented pipeline

Have the industryBegin conversations with TexasMedia students,

Generate faculty and academic partnerships to increase research opportunities and business visibilityGet a candid, inside look at TexasMedia, its students, Alumni, and faculty accomplishments.

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ResearchMedia professionals frequently read:

industry trade presscolumns, online blogs, and social media to gather up-to-the-minute information about their ever changing industry

Industry professionals and recruiters:Expanded use of blogging and social mediaAccording to mintel, blogging and social networking offer

By far, personal referral remains the largest single

networks bring this practice to the Internet

How the Industry HiresWith online search capabilities more companies are using niche job boards that focus on an parrticuar industry

location.

LinkedInLinked in has becomeone of the top of networking sites list for many companies who are recruiting, both because you get a than if

built-in reference system

Job Listing WebsitesMintel’s consumer research shows that the

can make recruiters attractive to advertisers.

So What?The increasing popularity of niche

seekers, speaks to the potential success of TexasMedia.

^www.adage.com^www.mintel.com

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Media Recommendations4A’s Sponsored TexasMedia Event4A's events provide professional training and development designed to reach all career levels within the advertising industry. A TexasMedia and 4A's partnered event would serve as a live and engaging force to reach the industy. 4A's events are strategically held in key cities across the country, enabling the advertising community to convene on a regional and national level.

The idea is to have 4A's members facilitating the discussion, while panels and guest speakers will be made up entirely of TexasMedia graduates. In general,

American Ad Fed SmartBriefAd Fed’s daily newsletter is an effective means to connect with the advertising industry as a whole.

The sheer scope of reach is over 28,500 advertising professionals and enthusiast. While it is challenging to get picked up for a story, it is within our means to advertise with a text ad, which serves as an integral part to the newsletter.

^www.aaa.com^www.aaf.com

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Press Releases to Major Trade PublicationsThe idea is to generate long-lasting content. The exposure will far exceed any running advertising budget. The most effective means of getting buzz about TexasMedia is to have a presence where industry professionals obtain their information. Among the most popular sites are AdAge, Adweek, Media Bistro, Media Post, and Digiday. According to each website’s media kits the key readers follow along the same industry lines that we are trying to penetrate.

Content Generated by UT Faculty and TexasMedia Grads

simultaneously submit content to these same outlets. Again, the only cost of this recommendation is time.

Asking industry professionals to participate in mentioning their background in TexasMedia or even asking them to explicitly state in an interview their educational background will generate the necessary buzz. All it takes

Additional Resources

Contact Director of Media Relations, Gary Susswein for article submission.

If not in Ad related presses, we also have a better shot at getting published in regional newspapers and

which have large followings.

^www.utexas.edu

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Program RecommendationsBuilding off of the organic partnerships

one Carat has with Lisa Dobias, TexasMedia should extend a Media Centric Internship Program to current students and agencies and companies with Texas alumni connections.

Currently, Lisa Dobias recommends two candidates to Alegandro Clabiorne, the Vice president and Integrated Account Director at Carat. We would like to offer this opportunity to additional current students and graduating seniors.

Hosting a Program

students are would be to develop a TexasMedia Internship Program (TMIP). This would take additional resources on the

MAIP: A Template for InspirationWe have looked into the 4A’s Multicultural Advertising Internship Program. In future, it is recommended that TexasMedia have a similar application and screening process as MAIP has currently. Partnerships with the participating agencies would only serve as an added value to maintaining a lasting connection with future employers and alumni.

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Media Recommendations

LinkedIn AdsThis month, LinkedIn announced a LinkedIn Talent Pipeline, a new solution for recruiters which will give them the ability to more easily manage all of their talent

talent more quickly. Media Synth recommends targeted ads in this Talent Pipeline space to attract recruiters to

recruits and specialized talent.

Ads will target those with recruiter titles in the Advertising and Marketing industry at a CPC of $4.24

Static AdsIn addition to LinkedIn ads, we also recommend general cost per click advertisements on the most readily used career source websites. According to

the most widely used sites. While this is not as concentrated an audience as LinkedIn, using a CPC approach will allow us to only pay for clicked ads that attract those who are interested Media students.

ProspectiveStudents

Current Students

Prospective StudentsAlumni

Industry Academia

3030

OverviewSplitting the TargetWhen approaching the target of prospective students, we

was based on the differing habits and degree of existing communication between groups. Of the Advertising majors we surveyed, 56% decided to major in Advertising before entering college. This means our efforts to court prospective students should be split relatively evenly between the two segments.

Objective

TexasMedia Sequence something that students consider and look forward to as they apply for the advertising program, rather than something they learn about while already in the sequence.

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Make high school students with an interest in advertising and marketing aware of:

TexasMediaTexasMedia’s new website

TexasMediaTexasMedia’s new website

Educate aware students about:The TexasMedia Program

career opportunitiesalumni achievementAdvertising Media Industry

Engagement - Engage educated students in:discussions with former and current students

quizzes

Motivate engaged students to:

Apply to TexasMedia

Tell friends about their experience on the micro-site

Communication Goals

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Research Current HSOf the 56% of Advertising majors who decided on their major before entering college:20% decided in their Junior Year64% decided in their Senior Year

Why Advertising students chose their majors:88% thought it "seemed interesting"

16% took a class in high school

Many respondents expressed interest the balance of business and creativity or saw advertising as a viable alternative to art

Of All Prospective College Students80% have a Facebook account20% of those have viewed a college's Facebook page55% watch videos on college Web sites

Most interesting content: Student life, academic programs, classes, faculty

86% use e-mail93% of email users provide an adress to a college that they check weekly

Most interesting content: General information, Deadline reminders

Of All Prospective College Students80% have a Facebook account20% of those have viewed a college's Facebook page55% watch videos on college Web sites

Most interesting content: Student life, academic programs, classes, faculty

86% use e-mail93% of email users provide an adress to a college that they check weekly

Most interesting content: General information, Deadline reminders

So What?This means this target audience is:

16-18 year oldsResearching CollegesInterested in Advertising or Marketing

^Noel-Levitz

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ResearchOf the 44% of Advertising majors who decided on their major during college:50% decided in their Freshman Year40% decided in their Sophomore Year

50% of College students change their majorsat least once

Why Advertising students chose their majors:88% thought it “seemed interesting”

TexasMedia:10% Online10% Advisor21% Advertising Student54% Advertising Professor/Class3% In Orientation

TexasMedia?50% reading online64% another student29% alumni57% another class

So What?

resources that high school students use,

choices.

us the opportunity to communicate through university venues.

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Media RecommendationsFacebook Advertising

costs, Facebook offers the perfect opportunity to reach our narrow target.

Media Synth recommends an initial A/B testing to the following targets in order to determine whether ads directing to the TexasMedia Microsite or to the Facebook Page are more sucessful in generating results.

High School16-18 year-olds with an interest in Advertising, Marketing, or Mad Men

-46,980 people-76¢ cpc

Current

- 10,820 people - $1.08 per click

DECADECA is an organization that “prepares emerging

management” with chapters in high schools and colleges across the globe.

DECA hosts competitions each year in a variety of categories, including advertising campaigns.

Media Synth spoke to Matt, an advertising student who participated in the High School DECA Advertising

right path for him.

DECA offers the ability to partner for special events/programs such as mystery shopper programs, focus groups, and online challenges. Media Synth recommends that TexasMedia create a “TexasMedia Online Challenge” to give interested high school and college students a taste of what TexasMedia has to offer.

^www.deca.org

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Media RecommendationsYouTubeBecause 55% of prospective college students look at online videos about the college, creating video content is an opportunity we must take advantage of. High school

life and academic programs the most. By placing the videos on YouTube, we create an additional contact point outside of the TexasMedia website.

Suggested topics for videos include

EmailSince most students will give their email address to a university, it is recommended that the TexasMedia homepage requests email addresses for prospective

industry news, and to point out new features on the TexasMedia website.

UTexas.edu Featured Study

homepage frequently, Media Synth recommends that the research study published to target Academia be

the Know webpage (www.utexas.edu/know/suggest).

^www.utexas.edu

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Media RecommendationsTexas Student MediaTo increase general awareness of the TexasMedia program among the school and encourage applications

presence in Texas Student Media (TSM).

Our primary method will be to pitch stories to The Daily Texan and The Travesty. Our contact at TSM, Adrienne Lee is head of promotions and writes stories to acompany advertising. Media Synth recommends purchasing half page advertisements in the same edition in which our story is printed. Mintel reports that advertsing is more effective when a relevent story is acompanied with it. The advertisements will be purchased at a highly discounted internal rate.

These advertorials will be especially sucessful in the orientation issues of The Daily Texan, which discusses on campus organizations, events, etc.

On Campus EventsTAG MeetingsCurrent TexasMedia students and Lisa Dobias will speak at a TAG meeting to present the TexasMedia Microsite case study and answer questions about the Media Program as a whole.

Orientation Information SessionsAll orientation attendees will be invited to an informational meeting and “Happy Hour” to talk about the advertising

TexasMedia students will be encouraged to come and share their experiences.

This event will occur at each of the seven orientation sessions during the summer.

TV Screens

the TV screens located in the Communications building,

AcademiaCurrent Students

Prospective Students

Alumni

Industry Academia

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Communication Goals

example of innovation and research which should be followed in educational institutions everywhere.

Make other academic institutions, their faculty and professors aware of the TexasMedia program and the new home base that we are creating.

Inform universities and staff members alike of the research sharing opportunities through our website. We want them to learn that this website can be the source for talent to their programs.

Encourage universities to participate by modeling programs and home pages after TexasMedia’s formula. We aim to encourage universities to seek talent from our students and alumni in addition to sharing research.

We feel that by participating in research and modeling programs after our formula, proper sourcing will be a great advocacy for the program and the site.

ResearchReaders of academic-based publications:

40% are academics (graduate students to department chairs)32% are administrators in key institutional areas (development, student

14% hold executive level titles (deans, vice presidents, presidents and chancellors)

These publications have a higher focus on student activities, research in

within the media education model. Academic institutions generally like to

conclusions.

So What?

Educational institutions are run by important, successful, and intelligent individuals. Our research has shown that these individuals value contributions and open-source sharing within the larger academic community.

A home base where institutions, faculty, and possible graduate candidates can visit to discover up-to-the-minute innovations that TexasMedia and its students are working on would be the ideal connection for the audience.

Through our media recommendations, the academic community will realize the value that such a website can have on their research and their work.

^Mintel

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Media RecommendationsArticle PublicationMedia Synth recommends submitting articles to be published in the Journal of Advertising Education, Inside Higher Education, and the Chronicle of Higher Education.

These publications are content-driven and have readers who desire to learn about educational innovations going on around the country. Informing them of the educational leadership that TexasMedia has built will encourage these deans, faculty, and educators to contact the program and develop a

higher education focusved publications will emphasize the importance of the TexasMedia program and the impact it can have on the academic community.

DECAAs stated in the Prospective Students Section, we are interested in partnering with DECA

Sponsoring a DECA event, like an Online Challenge, for either the High School or Collegiate Divisions will

recognition to the educational efforts being undertaken at TexasMedia.

This will be a cost effective event that brings many impressions for the cost of development of the

attention to TexasMedia’s program and talent pool, but

for their chosen event.

^www.deca.org

Current Students

Prospective Students

Alumni

Industry Academia

Current Students

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Communication Goals

Inform current TexasMedia students about the new TexasMedia Microsite opportunities that they can obtain from creating

accounts on the TexasMedia microsite. Reiterate the posibilities that TexasMedia prepares them in for their future career as the industry changes

Inspire educated students to create an account and upload their resumes and portfolios in the TexasMedia website. Encourage active communication between students and the alumni through the website

Encourage engaged students to spread the TexasMedia sequence and its website by word of mouthparticipate in mentorship programkeep continuous conversation after graduation

ResearchHow do you communicate with your classmates? Blackboard: 49% Facebook: 80%Email: 98% Twitter: 15% LinkedIn: 2%

How familiar are you with the following aspects of TexasMedia? (with 0 being not at all familiar and 10 being very familiar) Overall Program: 6.54 Application Requirements: 6.15 Courses Offered: 5.72 Job Opportunities: 5.54 Alumni Acheivements: 3.64

So What?This research reveals the effectiveness of an email marketing campaign. By utilizing the current records and email addresses of cohort members,

current TexasMedia student and inform them of the website and its opportunities.

These students are valuable to the content creation and maintaining of the website because they are motivated to go above and beyond the average coursework for an advertising education and desire to make a impact in the world around them.

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Media RecommendationsEmail Marketing CampaignWe recommend reaching out to the current students of TexasMedia via an email marketing campaign. This campaign should seek to make them aware of the TexasMedia connection portal and inform them of the opportunities within the website. Because we have current records of the students, contacting them should be a task that is easily conquerable. The challenge here lies in motivating the students to engage and share in the website.

CarryoverThese media efforts aimed at other audiences will reach current students as well:

TSM advertisementsLobby TV ads7th Floor TV Ads

Interactive

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Social Media RecommendationIt is recommended that TexasMedia begins to regularly update its Social Media Pages and

this web page. Maintaining a presence on these social media websites will ensure that TexasMedia has a presence in their audiences everyday life. Additionally, the use of social media will increase

website.

Kick-off EventOn website’s release date, Media Synth recommends throwing a centralized kick-off event in Austin, with satellite events in cities with a large number of TexasMedia grads.

To cut costs, the main event would take place in an on campus location. Additionally, Media Synth recommends leveraging relationships that the Advertising Internship Program has already forged with companies such as Famous Vodka and the Austin Food and Wine Festival.

Satellite events will take place in Chicago, Los Angeles, and New York . These events will serve mainly as a happy hour function to have alumni reconnect and incentivize them to further reconnect using the TexasMedia site.

SearchSEOMedia Synth analyzed the effectiveness of relevant keywords for the TexasMedia microsite, with a focus on prospective students, and found that relative to the popularity of the keywords, competition is

for the site.

SEMMedia Synth also seriously considered investing in paid search. However, all of the CPC rates were

spending upwards of $5 to draw one visitor to the website. Instead Media Synth recommends only bidding on the keyword “TexasMedia” at 39¢ to draw those who are already aware of TexasMedia to the new website.

Synthesis

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Timeline of Implementationthree general stages, acompanied by continuous efforts.

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Recommended Budget

5151

Minimum Budget

Media Synth is thrilled about the opportunities we fore-see for the TexasMedia connection portal. With the

enthusiastic approach we have taken, our audiences will not only know of the project's existence, but they

will participate and advocate for the website. The imple-mentation of this plan promises to be a fun new experi-

ence and we are ready to take this journey with you. We are confident in our recommendations and hope that this campaign can be the beginning of a great

relationship between TexasMedia and Media Synth.

Thanks,