First Year Experience PR Campaign

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Allison Huitt

Director of Strategy and Tactics

Anita Wang

Visual Director

Debby Vasquez

Director of Research

Jennifer Ruff

Account Executive

Stacy Kim

Director of Budget

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TABLE OF CONTENTS

Title Page 1 Table of Contents 3 Executive Summary 4 Situation Analysis 5 Audience and Research Analysis 6 Theme/Key Messages 9 Goals, Objectives, Strategies and Tactics 10 Budget 16 Timeline 18 Evaluation 19 Consultant Credentials and Resources 20 Appendix 21

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EXECUTIVE SUMMARY Elite Public Relations was presented with the opportunity to work with Cal State Long

Beach’s First Year Experience (FYE) program, and we are excited to introduce our campaign to

create awareness among freshmen students about FYE during the 2015-2016 school year.

FYE is a part of the department of Student Transition and Retention Services (STARS),

and was formerly grouped with the Student, Orientation, Advising and Registration program

(SOAR). With the recent separation, FYE will now concentrate its efforts on freshmen. FYE sets

itself apart from more than 300 organizations on campus by helping first-year students

successfully assimilate into CSULB through academic and social support.

FYE’s mission is to help first-year, undergraduate students with programs, services and

resources while connecting them with the university and other students. Some of their goals

include encouraging students to actively engage during their first year, providing resources that

help students connect to CSULB, creating a supportive environment for students and fostering

success through academic advising and support services.

After meeting with the director of FYE, we concluded the main concerns of the program

were its awareness among freshmen, the lack of students completing its workshop certificate

program and the amount of students who only showed up to “fun” events. We decided to conduct

primary and secondary research of FYE to get an idea of how many people were familiar with it

and/or had completed the program. With our research findings six goals were made.

Goal 1: To create awareness among freshmen about FYE. Goal 2: To have a higher number of freshmen complete the FYE workshop certificate. Goal 3: To develop communication on FYE social media platforms. Goal 4: To develop relationships with CSULB-based media. Goal 5: To develop relationships with organizations on and off campus. Goal 6: To focus on overall FYE branding.

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SITUATION ANALYSIS

The campaign’s two biggest challenges are to address the lack of awareness of FYE

among freshmen students, and to increase completion of its workshop certificate program.

Despite having many students attend workshops, FYE has struggled to find the key motivator

students need to complete the certificate requirements. Although there are large crowds at “fun”

workshops and events when complimentary foods are offered, this campaign strives to draw

larger numbers to all of FYE’s workshops with the exclusive benefits it will offer.

This campaign also presents a few opportunities. The first opportunity this campaign has

is the ability to find out why students decide to stop completing the certificate, and use that

knowledge to increase the program’s retention and completion rates. Another opportunity is to

increase awareness of FYE with freshmen through an expansion of its social media presence on

Facebook, Twitter and Instagram. Finally, FYE has the opportunity to create mutually beneficial

alliances with organizations on and off campus. FYE would be able to provide community

service hours to any organization that could help staff events. This will allow for volunteer

assistance at events as well as discounted food and incentives for the participants, and would

meet the needs of FYE’s shifting budget.

Problems - Visits to FYE’s Facebook and Twitter pages are low; activity is stagnant. - Few freshmen complete the FYE certificate. - Most freshmen aren’t aware of FYE. Opportunities - FYE’s Facebook, Twitter and Instagram page can create two-way communication with students. - FYE can draw students in with contests and exclusive discounts via social media, interpersonal communication and events. - FYE offers a variety of workshops that could highly benefit freshmen students’ first year.

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AUDIENCE AND RESEARCH ANALYSIS

Key Audience: For this campaign, the key audience Elite PR has chosen to focus on is incoming

CSULB freshmen. They have little to no prior knowledge of the demands of college courses, or

what to expect in terms of a college experience. The workshops provided by FYE, such as time

management, effective study skills and help with choosing a major are a perfect way to introduce

our key audience to the invaluable resources available to every CSULB student.

The key audience spends a lot of their time online and on social media. They engage in

social media platforms such as Facebook, Twitter and Instagram on a daily basis. Even though

social media has a big presence in the key audience’s lives, they do still learn and interact with

other students in class meetings, club meet and greets, sports activities and group projects. With

so many new changes as freshmen, our key audience seeks to find a place that will help them

successfully navigate their first year.

Primary Research: The primary method of research was conducted through a two-page

questionnaire about FYE awareness on campus. The questionnaire was distributed to two lower

division general education classes and to a random sampling of students on CSULB’s campus. A

total of one hundred surveys were completed.

Findings: The feedback from open-ended questions are outlined below. See the appendix for

more survey results.

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THEME AND KEY MESSAGES Theme: FYE will help make your first year easy to navigate by showing you how to utilize services and resources at CSULB, while helping you connect with other students. Key messages: ● In terms of verbal communication, messages will include the tagline “FYE, success for

me!” to raise awareness and branding of FYE’s commitment to inform and educate freshmen in their first semester.

● Using rational appeal, FYE will use value added incentives to show that they can both

learn from the program and receive exclusive benefits. Additionally, by completing the workshop certificate, freshmen can become better prepared students.

● Using an emotional appeal, FYE will reach out to freshmen who want to actively engage

during their first year and creating a supporting environment on campus. ● With the use of factual proposition, FYE will create relationships with other clubs and

endorsements by organizations and businesses in order to show verbal evidence that FYE is a credible organization. These partnerships will also gain distinction of FYE within the community.

In order to raise awareness, retention and attendance, FYE will use the following spokespeople: DeAnn Martz, Director, FYE- Ms. Martz will be perceived as highly credible due to her position in FYE. She is articulate and projects enthusiasm and friendliness that will appeal to the media. General Education Teachers - By being the first professors freshmen will encounter in their first semester,their experience will be a reliable and a credible source that students will listen. As accomplished public speakers, they will articulate our message into their curriculum. Mentors- By having completed the FYE certificate, their experience will give them the credibility about FYE’s programs and achievements. As college students, they will be relatable to students seeking questions and answers about the program. Past FYE alumni - Students who have completed the program will have the expertise of being a part of FYE and its workshops. Since they’re college students, they can also pass on their knowledge and skills on how to be successful in school.

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GOALS, OBJECTIVES, STRATEGIES AND TACTICS Based on our primary and secondary research, Elite PR has come up with six communication goals for FYE, each with its own objectives, strategies and tactics. Goal 1: To create awareness with first-year freshmen students about FYE Objective 1: Increase number of FYE participants by 100 freshmen per semester Strategy 1A: Initiate “Bring a Friend” campaign to FYE meetings and workshops and partner with local businesses to offer buy one, get one free (BOGO) coupons as incentives. ● Tactic: Launch freshmen “Bring a Friend” campaign - Key message: By bringing a friend to an FYE workshop, freshmen can receive a fun

learning experience that will help them transition into college easier and meet new friends together.

- Freshmen will be contacted through Beachboard and FYE social media websites to announce the campaign.

- Communications team will contact professors of lower division general education classes to request short presentations during class time about the campaign and the program.

- FYE will contact local businesses to see if BOGO coupons can be donated to students who bring a friend. One coupon will be given to the participant and the friend.

Implemented by: September and repeated every other month afterwards. The same will be done in January for the spring semester. Budget cost: $0 Strategy 1B: To promote more interaction between FYE and freshmen students. ● Tactic: Have FYE staff and volunteers inform students in dorms and residential life

about FYE - FYE will send letters to resident assistants about the program and why they should

encourage freshmen to join FYE during their first dorm meeting. - Fliers and brochures about FYE will also be given to resident assistants to give out to

interested students. Implemented by: August and early September during the fall and January and early February during the spring. Budget cost: $990

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Goal 2: To have a higher number of freshmen complete the FYE workshop certificate Objective 2: Increase number of freshmen students completing the FYE workshop certificate by 50 percent Strategy 2A: To communicate benefits for completing the certificate. ● Tactic: Offer students letters of recommendation for completing the certificate - Freshmen start off taking bigger-sized, lower division general education classes, making

it more difficult to stand out to their professors. Therefore, letters of recommendation from FYE will help freshmen build their resume and get jobs or internships.

● Tactic: Communicate the skills freshmen gain from attending multiple workshops - Freshmen will be able to attend a variety of workshops that best suit their interests and

understand that by being involved with FYE is an ongoing and rewarding process. - Students who attend workshops will receive a reward punch card to keep track of the

number of workshops they’ve completed. Students may be able to receive four exclusive benefits during completion of attending ten workshops for the certificate.

● Tactic: Investigate the possibility of early registration for students who complete the

certificate to use as a communication persuasive message Implemented by: In August and January and throughout the semester Budget cost: $50 Strategy 2B: To provide value-added incentives to attend workshops. ● Tactic: Develop sponsorships to make FYE seem more exclusive (acceptance category)

- Create sponsorship letters to garner tangible incentives to come to FYE events. Incentives could include the reward punch card, coupons from the bookstore and local food businesses.

Implemented by: October and throughout the year Budget cost: $0 Goal 3: To develop communication on FYE social media websites Objective 3: Increase likes on Facebook and followers on Twitter and Instagram by 100 percent Strategy 3A: Increase social media engagement. ● Tactic: Develop a social media contest for designing FYE logo to raise visibility of FYE

- The design will replace the previous FYE logo on all accounts a week after the contest ends. It will be used on the main FYE website, FYE’s social media sites

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like Facebook, Twitter and Instagram, any new documents and will be placed on t-shirts and stickers.

- The contest will increase social media engagement, student involvement with FYE and program recognition. It will also increase followers and users on FYE’s social media.

- Information about the contest will be communicated through various channels, such as social media, Beachboard and traditional media, with fliers and information about the contest rules.

- Pitch stories to CSULB media about the contest for media relations. - Students can upload their designs onto social media with #FYElogo. The FYE

student logo winner will be decided through online voting by students across all social media websites.

- After the last day of the contest, FYE will count up the votes within a week and announce the winner on social media websites. The winning student will receive a FYE t-shirt with his or her new logo and a $50 Visa gift card.

Implemented by: September-October Budget cost: $2,147 ● Tactic: Encourage students to interact with FYE online

- Have students who attend FYE workshops and events to #FYE on Facebook, Twitter and Instagram.

- Students can also keep up-to-date with FYE through an Orgsync community, Beachboard and subscribe to email updates.

- Create an Orgsync profile where students can easily view all information about FYE, see a calendar of monthly events and can receive reminder emails.

Implemented by: Late August and throughout the year. Budget cost: $0 ● Tactic: Create a more interactive Facebook page and create an Instagram page

- As opposed to having a profile based page where people have to add FYE as a friend, FYE can create a page where students can “like” the program and get regular updates.

- Create a FYE Instagram page and start develop content that will engage students. Implemented by: Late August Budget cost: $0

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Goal 4: Develop relationships with CSULB-based media Objective: To have at least five CSULB-based media contacts that would potentially cover FYE stories Strategy 4A: To increase awareness with CSULB-based media. ● Tactic: Increase coverage in CSULB media (media relations)

- Targets: The Daily 49er, Weekly Union, DIG, KBeach, News at the Beach, Inside CSULB and Beach TV.

- Pitch ideas: - Have target media publish or broadcast material about major FYE events

such as the FYE kickoff, Smorgasport and exam help offered - Interview with DeAnn about one of the bigger events or workshops FYE

holds - Covering the new FYE logo contest - FYE certificate graduation event

Implemented: Throughout the year, a month in advance to the suggested pitch ideas Budget cost: $0 Goal 5: Develop relationships with organizations on and off campus Objective 5: To partner with at least five organizations, clubs and businesses within the 2015 fall semester Strategy 5A: To create relationships with on and off-campus organizations to offset budget costs. ● Tactic: Develop relationships with potential sponsors to offset budget costs by securing

donations or discounted food for big events (Kickoff/Student Services Festival) - Send out persuasive emails and letters to potential sponsors about partnering with

FYE. These include, but are not limited to: Kristin Bonetati and Chris Taballerio at the University Bookstore, the managers of the Outpost and Nugget Grill, and the managers of local restaurants and stores like Cha for Tea, Robeks, Sbarro and Deli News.

- If sponsors choose to be involved, FYE will utilize social media to highlight and thank its new partners.

Implemented by: September and throughout the year Budget cost: $0

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Strategy 5B: To develop relationships with campus clubs in order to form partnerships that will build CSULB’s service learning community. ● Tactic: Develop communication to persuade campus clubs to partner and provide

volunteer workers for events who need to complete community service hours - Send out persuasive emails and letters to campus organizations about partnering

with FYE. - Thank the organizations and mention their help via social media. - Provide food and FYE t-shirts for volunteers during events.

Implemented by: September and throughout the school year Budget cost: $0 Goal 6: To focus on overall FYE branding Objective: To create a recognizable, positively associated brand for FYE in the 2015-2016 year Strategy 6A: Change DeAnn’s title to reflect her position as FYE’s coordinator ● Tactic: Change all titles associated with DeAnn’s name to “Director of FYE” in order to

create consistency. - With DeAnn known as the director of FYE, she will be able to stand out as a part

of the organization. This will help others know she is the direct contact for information about FYE and potential relationships with on and off campus organizations

Implemented by: October Budget cost: $0 Strategy 6B: Redesign the FYE website to be more appealing and user friendly. ● Tactic: Redesign FYE homepage

- Remove the video because it is the initial focus of the homepage and takes up the entire screen. By doing so, students will be able to see information about FYE sooner and more easily without having to scroll down and be distracted by a video.

Implemented by: Late August Budget cost: $0

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Strategy 6C: Use Orgsync to connect easily with FYE members. ● Tactic: Create an Orgsync page for FYE

- Orgsync can provide all the information about upcoming workshops and events, including files and forms. It can also include monthly calendars for FYE workshops and notify students regularly about them through the website and email.

Implemented by: Late August Budget cost: $0 Strategy 6D: Hold a logo redesign contest on social media platforms. ● Tactic: Implementation of the logo redesign contest will create more awareness of FYE

on campus - Students will actively engage in rebranding FYE’s logo. Through their

participation not only will they be interested in their own submitted logos but also other people’s submissions. Students will then tell others to vote for their redesign and be interested in knowing which logo will be chosen.

Implemented by: September-October Budget cost: $0 Strategy 6E: Have FYE volunteers wear t-shirts with the new FYE logo on them. ● Tactic: FYE staff and volunteers will wear the new t-shirts to promote FYE brand

recognition - After the t-shirts are created in October the t-shirts will be worn during FYE

workshops and events. Implemented by: October Budget cost: (Included in social media new logo contest t-shirt budget) Strategy 6F: Create an FYE workshop certificate graduation ceremony. ● Tactic: FYE will host their first ever graduation ceremony to honor students who

complete the certificate program - Students will be recognized as dedicated and engaged within CSULB. - Catered food (donated) will be served at the end of the ceremony, and a FYE

photo booth will be available for FYE graduates to take free photos with their friends and families.

Implemented by: Late April Budget cost: $570

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BUDGET

ACTIVITY COST/PURPOSE FEE TOTAL

Distribution of fliers and brochures to inform students in dorms and residential life about FYE

- Printing costs for fliers and brochures

1,000 brochures (0.85 x 1,000) (1 year) 200 fliers (.70 x 200) (1 year, 100 per semester)

$850 $140

Distribution of punch cards for students who attend workshops to help keep track of the number of attendance and be entered in the end of the year donated raffle prize for completed punch cards

- Printing costs for punch cards

500 punch cards (0.10 x 500) (1 year, 250 per semester)

$50

Social media contest (new logo design)

- Custom t-shirts for members of FYE with the winning new logo from social media contest

300 t-shirts ($6.99 x 300) (1 year, 150 per semester) $50 Visa gift card (prize)

$2, 097 $50 $2, 147

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Room rentals/equipment via CSULB University Student Union Facilities

- Workshops require room rentals because of high attendance - Equipment (chairs, sound system and projectors) - Graduation ballroom (April 2016) -Photo booth rental for graduation

$20/ hr., 96 hours = 16 workshops per semester, 3 hours per WS, 48 hours total for one semester x 2) allotted (1 year) $1,000 allotted (1 year, $500 per semester) $20 per hour (6 hours, set up, graduation and clean up) $150 per hour (3 hours)

$1, 920 $1,000 $120 $450

GRAND TOTAL

$6, 677

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TIMELINE

August 2015: September 2015: October 2015: November 2015: December 2015: January 2016: February 2016: March 2016: April 2016: May 2016:

Begin creating and redesigning FYE social media websites for Facebook, Twitter and Instagram. Also redesign FYE’s main home page and create an Orgsync. Have FYE staff and volunteers inform students in dorms and residential life about FYE. Begin pitching stories to CSULB-based media throughout the year and suggesting pitches to stories a month in advance. Initiate the FYE logo contest that will run until next month. Find out if early registration is possible for students who complete the certificate. Begin the “Bring a friend” campaign and repeat the campaign every other month for one workshop. Hold the FYE kickoff during Smorgasport. Begin developing relationships with on and off-campus organizations, local businesses and campus clubs. This could also be done throughout the school year. Choose the FYE logo contest winner and start transitioning to the new logo. Have FYE staff and volunteers wear shirts with the new logo. Change DeAnn’s title to FYE coordinator. Begin providing value-added incentives throughout the school year for FYE participants. Begin writing thank you notes and social media shout-outs to sponsorships with on and off campus organizations and FYE volunteers. Complete evaluation of the current semester. Have FYE staff and volunteers inform students in dorms and residential life about FYE. Begin pitching stories to CSULB-based media throughout the year and suggesting pitches to stories a month in advance Begin updating social media websites and Orgsync about the different workshops and events this semester. Begin the “Bring a friend” campaign and repeat the campaign every other month for one workshop. Begin developing more relationships with organizations, local businesses and campus clubs. This could also be done throughout the school year. Hold the FYE spring break kickoff. Begin writing thank you notes and social media shout-outs to sponsorships with on and off campus organizations and FYE volunteers. Hold the FYE certificate graduation ceremony and provide letters of recommendation to students that qualify for them. Complete evaluation of the entire year.

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EVALUATION

To evaluate the effectiveness of the implemented strategies and tactics the following points will be examined. - Were measurable objectives listed above met?

- Did the program exceed initial expectations? If the measurable objectives were not met, discuss possible factors why.

- Compare the awareness of FYE and attendance of workshops in the fall and spring semesters to see if goals 1 and 2 were successful. - Compare data on the number of freshmen attending the workshops with the number of freshmen completing the certificate.

- Compare this data to other students who attended and completed the workshops. - Check to see if FYE’s social media presence has increased through the the number of likes and followers on social media platforms from before the campaign started and now. - Check to see if the budget that was allocated for each semester was utilized correctly.

- If we had a surplus of funds, decide what that money could be used for in the future. - Compare when goals were implemented against the proposed timeline.

- Were they met in a relatively timely manner? If not, what stopped them from being met? - What sort of relationships were developed with on campus organizations and clubs, potential business sponsorships and CSULB media? Was the media list utilized? - Create a post workshop survey to give to students to see what their opinions are about the new changes, and what they thought worked or did not. - Create and distribute a follow-up survey similar to the initial survey and compare results. - Use the survey to check if the overall rebranding of FYE was successful.

- Do more surveyed students know what FYE does as an organization when compared to the initial number?

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CONSULTANT CREDENTIALS & RESOURCES

Elite PR has quite a few distinct resources for FYE to utilize. We can exclusively offer:

● Direct contacts to the managers at the University Bookstore (Kristin Bonetati and Chris

Taballerio) for donation and collaboration purposes.

● Direct media contacts in the University Relations and Development office (Terri

Carbaugh, Shayne Shroeder, Ken Swisher, Rick Manly and Susan Mills) for

opportunities to have stories, press releases and media alerts written for FYE and its

noteworthy events.

● Contact information for both the head of the Panhellenic Council (main sorority

governing body) and Interfraternity Council (fraternity equivalent) organizations for

guaranteed volunteer work.

● Direct contact to the editors of the Daily 49er (Editor-in-chief Paige Pelonis, News Editor

Justin Covington, Diversions Editor Jesus Ambrosius, Media Manager Josh Bentrem,

Radio Producer Carolina Solorio) for event and story coverages.

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APPENDIX

we need to make this pretty!

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First Year Experience Fact Sheet Mission Statement To facilitate the successful transition of first year undergraduate

students to the university through the provision of programs and services designed to introduce students to critical programs, services and resources as well as connect them to the university and fellow students.

About FYE helps first-year, undergraduate students with programs, services and resources while connecting them with the university and other students. Some of their goals include encouraging students to actively engage during their first year, providing resources that help students connect to CSULB, creating a supportive environment for students and fostering success through academic advising and support services.

Headquarters Cal State Long Beach Foundation Building Suite 160 1250 Bellflower Boulevard, Long Beach, California 90840

Founded September 2011

Services/Programs · Academic Workshops · Student Support Services · Certificate and Mentor Program

Executive Officer DeAnn Martz, Director

Website http://www.csulb.edu/divisions/students/soar/fye/

Media Contact DeAnn Martz

Director, First Year Experience

[email protected]

(562) 985-8679

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First Year Experience Backgrounder

First Year Experience (FYE) is a CSULB program designed to assist help first-year, undergraduate students with programs, services and resources while connecting them with the university and other students. Its mission statement is to help facilitate the successful transition of first year undergraduates to the university through the provision of programs and services designed to introduce students to critical programs, services and resources as well as connect them to the university and fellow students. FYE’s five major goals are to: · Encourage students to actively engage in their first year experience. · Provide opportunities and resources to help all new students connect to CSULB. · Provide a supportive environment for students to succeed and thrive. · Foster academic success through academic advising and support services. · Assist students in becoming advocates for their own safety and well-being. FYE has a collaborative workshop series designed to address important academic information and campus resources at certain points in the first year. Topics in the fall semester are geared towards helping students with their academic transition, while the spring semester focuses more on enhancing the college experience outside of the classroom and gaining important leadership and career experience. Students who become active members of FYE and attend 10 or more FYE workshops or events will earn a FYE certificate of completion and will be invited to the certificate ceremony in April to be recognized for their achievement. This program is open to both first-year freshman and transfer students. The program offers helpful services for students to engage in on-campus activities and to also meet new people who are in the same transition period. For more information about FYE, please contact DeAnn Martz at (562) 985-8679 or [email protected].

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BOOKSTORE DONATION REQUEST LETTER August 28, 2015

Dear (Bookstore Manager),

FYE and SOAR have been grateful for the discount coupons that you’ve donated to our SOAR orientation. First Year Experience (FYE) is establishing itself as a separate program, so we would like to develop mutually beneficial relationships with on campus organizations and businesses.

I would be most grateful for your assistance in donating items for special events FYE is planning this year, such as the FYE kickoff and certificate graduation ceremony. I would also appreciate any sort of discounts you could provide for FYE participants. These donated or discounted items could be anything from gift cards to CSULB merchandise and school supplies.

By linking the University Bookstore name to FYE’s, freshmen will be more aware of the services provided at the University Bookstore, and more students may find a reason to give you their business for the next four years of their academic life.

I look forward to this innovative partnership with you. Please contact me with any questions you have and I hope we can set a meeting to talk more in-depth about it. Thank you for your time.

Sincerely,

DeAnn Martz

Director

First Year Experience

(562) 985-8679

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BUSINESS DONATION REQUEST LETTER

August 28, 2015

Dear Manager,

Did you know that your business can highly benefit by interacting with first year freshmen? Statistics show that college students spend seven percent of their income on eating out.

First Year Experience (FYE) is an organization at Cal State University Long Beach that helps first-year undergraduate students with programs, services and resources while connecting them with the university and other students. Since 2011, FYE has offered workshops that emphasize in academics, life skills, involvement and integration.

A partnership with FYE could be very mutually beneficial. Our freshmen would be exposed to your business, which would create potential revenue. I would be most grateful for your assistance in donating food items for events and workshops FYE is planning this year. I would also appreciate any sort of discounts that could be given exclusively to FYE participants. These donated or discounted items could be anything from popular food items to discount coupons.

Please contact me with any questions or concerns and I am able to set up a meeting with you to talk more in-depth about a partnership. Thank you for your time.

Sincerely,

DeAnn Martz


(562) 985-8679

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VOLUNTEER REQUEST LETTER

August 28, 2015

To Whom It May Concern,

Hello, my name is DeAnn Martz and I am the director of First Year Experience (FYE), an organization on campus that provides workshops and events for first-year students emphasizing academics, life skills, campus involvement and integration into the CSULB community.

FYE is a part of Student Transition and Retention Services (STARS) and was formerly a part of Student, Orientation, Advising and Registration (SOAR). Since FYE has branched off of SOAR, we have found that we lack the necessary personnel to staff many of our events and workshops.

I understand that there are community service requirements your organization needs to fulfill and FYE would be most grateful if you would consider helping us staff events to complete these hours.

The tasks the volunteers would be expected to do would be relatively simple, and would include things like ushering students, monitoring workshops and passing out information to attendees. All volunteers would also receive free food and an FYE t-shirt.

Your assistance would help create a long-lasting, beneficial relationship between FYE and your organization. It could also bring about opportunities to create awareness about your organization for those freshmen in attendance.


Sincerely,

DeAnn Martz


[email protected]

(562) 985-8679

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PITCH EMAIL TO CSULB MEDIA

Send out to the 49er (Justin Covington News Editor [email protected]), Kbeach (Jake McNeil, Program Director, [email protected]) and College Beat (Cienna Acevedo, Program Director, [email protected])

To: (see above)

Subject: FYE, Success for Me

Hello ______________,

First Year Experience (FYE), an organization on campus, helps first-year undergraduate students with programs, services and resources while connecting them with the university and other students. We offer workshops that emphasize in academics, life skills, involvement and integration.

We are starting a new social media contest where students can redesign our FYE logo and upload it to our Facebook, Twitter and Instagram pages with the hashtag #FYElogo. The contest will run from Sept. 7-Oct. 5 and the winner will be decided through online voting. The logo with the most votes will be our new logo.

Through this contest, students can share their ideas and be a part of our organization. The winning logo will be the official logo of FYE along with it being placed on t-shirts and stickers. The winner will receive the t-shirt adorned with their FYE logo and receive a cash prize.

Since this will be a month-long process, a writer for the 49er could come up with multiple stories about the contest, such as a preview article, an article during the contest and an article about the its impact on FYE.

I am available for an interview for more information and any other questions you might have about FYE. Thank you for your time.

Sincerely,

DeAnn Martz


[email protected]

(562) 985-8679

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LETTER TO RESIDENT ASSISTANTS First Year Experience (FYE) is beginning a new chapter this school year, and we need YOU to spread the word to freshmen about FYE. FYE is an organization on campus that can help first-year, undergraduate students with information about academic programs, services and resources while connecting them with other students. We will

- Encourage students to actively engage during their first year - Provide resources that help students connect to CSULB - Create a supportive environment for students and - Fostering success through academic advising and support services

We would appreciate it if you could talk about FYE during your first dorm meeting. We

have included an attached fact sheet of reasons for attending that you can hand out. A calendar and brochure is also included.

Please contact me with any questions or concerns. Thank you for your time.

Sincerely, DeAnn Martz


[email protected]

(562) 985-8679

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For information contact: DeAnn Martz

Director, First Year Experience [email protected]

(562) 985-8679

WHY ATTEND FYE?

● It allows you to become connected to your school. ● It helps you build community. Since you're leaving your family and sometimes your

friends behind, getting involved helps you ● You can discover new friends with similar interests.

● It helps you de-stress on your classes.

● It helps you with school related subjects like note taking and talking to your professor

along with stress management and alcohol awareness. ● If you’ve ever been curious about a certain subject, now is the time to see if it’s part of

your future plan in life. ● It is a résumé builder. Freshman year is not too soon to begin thinking about positioning

yourself for future employment. ● Being involved will help you with your studies. One of our workshops could be relevant

to one of your course studies. ● Try everything at least once. College is the perfect time to try not only FYE but other

niche clubs and organizations. ● Realize that being involved is an ongoing process. FYE offers workshops and events that

can help you gain interest to other programs.

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PROFESSOR EMAIL PITCH ON “BRING A FRIEND” AND FYE To: Professor J. Smith [email protected]

Subject: FYE and helping your first-year students

Dear Professor Smith,

My name is DeAnn Martz and I am the director of First Year Experience (FYE).

FYE is an organization on campus that helps first-year, undergraduate students with programs, services and resources while connecting them with the university and other students. Some of our goals include encouraging students to actively engage during their first year, providing resources that help students connect to CSULB, creating a supportive environment for students and fostering success through academic advising and support services.

In this new school year, we are planning on implementing the “Bring a Friend” campaign, which will help freshmen connect with the school, its resources and teach them skills on how to balance busy schedules.

Through this “Bring a Friend” campaign, freshmen can connect with others, have a fun learning experience and go through an easier transition into college life.

Is it possible for one of our FYE representatives to give a short presentation in your class about the program? It would only take 10-15 minutes, and could help students understand the benefits they could get by being a part of FYE.

Please contact me with any questions or concerns. Thank you for your time.

Sincerely,

DeAnn Martz


[email protected]

(562) 985-8679

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EMAIL PITCH TO STUDENTS ON “BRING A FRIEND”

To: CSULB FRESHMAN STUDENT

Subject: FYE workshops - Bring A Friend, Win a Prize!

Dear CSULB student,

We are just starting the new school year, and I’m sure you’ve noticed that the readings you’ve been assigned are piling up, 10-page papers are now a regular part of your life and group projects and lack of sleep are things you dread.

If the workload is stressing you out and you don’t really know how to handle all of this, we invite you to come attend a First Year Experience (FYE) workshop!

FYE will help you connect with the school, its resources and teach you various skills on how to take notes, study effectively, deal with stress and manage your time.

FYE can help your first year easier to navigate at CSULB. If you bring a friend to one of our upcoming workshops, you’ll get a special FYE exclusive discount from one of our sponsors.

Our first meeting is September 9, so bring a friend and come de-stress!

Click on the following link, http://www.csulb.edu/divisions/students/soar/fye/firstyearprograms.html, to see the workshops we have available.

Sincerely,

DeAnn Martz


[email protected]

(562) 985-8679

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BOGO DISCOUNT CARD REQUEST LETTER September 1, 2015

Dear Manager,

Did you know that your business could highly benefit by interacting with first-year freshmen students? Statistics show that college students spend more than 20 percent of their income on eating out, while 51 percent of college students order takeout.

First Year Experience (FYE) is an organization at Cal State Long Beach that helps first-year undergraduate students with programs, services and resources while connecting them with the university and other students. Since 2011, FYE has offered workshops that emphasize academics, life skills, involvement and integration.

We ask that you donate 500 “Buy One Get One Free” (BOGO) coupons to our organization for our “Bring a Friend” campaign. During the “Bring a Friend” campaign any student who brings a friend to one of our workshops will receive one coupon which will be given to the participant and the friend.

By donating exclusive BOGO coupons to FYE, you will reach a previously untapped target market (college freshmen), who have the potential and the motivation to bring in twice the revenue to your business thanks to our “Bring a Friend” campaign.


Sincerely,

DeAnn Martz


[email protected]

(562) 985-8679

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CSULB MEDIA PITCH ON MIDTERMS

To: Justin Covington News Editor [email protected]

Subject: FYE Helps Students with Midterms and Stress

Hello Justin,

Midterms are here and with it comes stress. First Year Experience (FYE) is an organization on campus that offers first-year undergraduate students with programs, services and resources to help with all the problems and worries they encounter in college - including midterms.

FYE understands that most freshmen don’t know how to deal with the stress that appears to come at every angle, and we want to help students get through their exams in one piece.

We are having a stress management workshop that we would like to be covered by the Daily 49er. The event will take place on October 14 and 15. FYE will have experts on what causes stress, how to manage it and other tips on getting through a loaded week.


Sincerely,

DeAnn Martz


[email protected]

(562) 985-8679

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CSULB MEDIA PITCH EMAIL FYE SPRING BREAK KICK-OFF

Send out to the 49er (Justin Covington News Editor [email protected]) Kbeach (Jake McNeil, Program Director, [email protected]) and College Beat (Cienna Acevedo, Program Director, [email protected])

To: (see above)

Subject: FYE’s Spring Break Kickoff is Here!

Hello __________,

Most freshmen have gotten back into the swing of the new semester and are already looking forward to spring break. With all the the options that college students have to celebrate this vacation week, FYE wants to make sure they have a safe and fun spring break.

First Year Experience (FYE) is an organization on campus that helps first-year undergraduate students with programs, services and resources while connecting them with the university and other students.

We will be having our Spring Break Kickoff event on Thursday, April 9, where students can find information and materials to help them become advocates for their safety and well-being. They can also learn how to have fun while staying safe, and take a pledge to make smart choices during spring break.


Sincerely,

DeAnn Martz


[email protected]

(562) 985-8679

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CSULB MEDIA PITCH ON FINALS

Send out to the 49er (Justin Covington, News Editor [email protected]), Kbeach (Jake McNeil, Program Director, [email protected]) and College Beat (Cienna Acevedo, Program Director, [email protected])

To: (see above)

Subject: FYE Helps Students Handle Finals

Hello ___________,

It’s that time of the year again. You know, that week when sleep is a thing of the past, coffee is your only friend and normally sane students inexplicably lose their minds. First Year Experience (FYE) understands that students, especially freshmen, are overwhelmed with juggling the college workload, their grades and life outside of academics.

FYE is an organization on campus that offers first-year undergraduate students with programs, services and resources to help with all the problems and worries they encounter in college. Right before finals, we will have two workshops on December 2 and 3 to help students prepare for a week of long tests.


Sincerely,

DeAnn Martz


[email protected]

(562) 985-8679

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For information contact:

DeAnn Martz


[email protected]

(562) 985-8679

SUCCESSFULLY KICK OFF THE SEMESTER WITH FIRST YEAR EXPERIENCE

What: First Year Experience (FYE) is starting the semester by holding its inaugural FYE Kickoff Mixer. This event is followed by the CSULB’s annual Smorgasport event. This event will give new incoming students the opportunity to get to know the campus and interact with peers. Food, fun and friendship will be the theme of the night.

When Friday, Sept. 4, 2015 7 p.m. – 11 p.m.

Visuals: · Brief workshops on writing college papers, getting involved, time management and note taking. · How to prevent the “Freshman 15” will be taught in a Nutrition 101 workshop. · Sponsors such as Robeks and Starbucks handing out coupons for free small drinks.

Why: Every student wants to be successful in their first year as an undergraduate student, but may not have the tools to do so.

Who: First Year Experience

Where: Cal State Long Beach 1250 Bellflower Blvd, Long Beach, CA 90840 Free parking in all lots. USU Ballroom located in between upper and lower campus.

###

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DeAnn Martz


[email protected]

(562) 985-8679

FIRST YEAR EXPERIENCE TEAMS UP WITH HOMECOMING 2015

What: First Year Experience (FYE) is setting up a booth at homecoming to answer any questions students may have about the upcoming year. Homecoming is a great event for students to meet other students, alumni, staff and community friends. Campus tours and activities such as food trucks, ceramics, inflatables and carnival games will be provided.

When Monday, Nov. 9 – Sunday, Nov. 15, 2015

Visuals: · FYE informative sessions every 30 minutes for parents and families. · Mini workshops informing students about key campus resources and services. · Spinning the FYE wheel to receive free prizes when signing up to attend a workshop.

Why: There’s no place like The Beach to celebrate the new year, and FYE is here to help students start strong. FYE’s goal is to inform new students about the resources and programs that will help them succeed in their first year. FYE understands the challenges new students face, and teaming up with Homecoming 2015 is a fun way to interact with them.

Who: First Year Experience

Where: California State University, Long Beach 1250 Bellflower Blvd, Long Beach, CA 90840 Parking Lot 13 directly in front of the Walter Pyramid

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DeAnn Martz

First Year Experience

Phone Number(s)

[email protected]

FOR IMMEDIATE RELEASE

18 FRESHMEN TO GRADUATE THIS MAY First Year Experience Members to Participate In Organization’s First Ever Graduation

LONG BEACH, Calif. – May 1, 2016 – This week, California State University Long Beach’s

(CSULB) First Year Experience organization (FYE) will host their first ever graduation

ceremony honoring students who completed FYE’s certificate program. FYE is an organization

on campus that helps first year students successfully assimilate into their first year of college.

“This graduation ceremony shows that 18 more students on CSULB’s campus will be

able to call themselves fully educated in the resources this school provides,” said DeAnn Martz,

Director of FYE, “and hopefully those student will go on to help others learn as well.”

The 18 graduating students completed a total of 10 educational workshops starting in the

beginning of the 2015-2016 school year in order to participate in the graduation ceremony. They

learned invaluable lessons about where to access help on campus, how to speak to a professor,

and how to make school a priority.

FYE started on CSULB’s campus in 2011, and is a part of Student Transition and

Retention Services (STARS).

###

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SOCIAL MEDIA CALENDAR FOR FALL

Date Twitter Instagram Facebook

Friday, Sept. 4

Hang out at FYE’s kickoff to make new friends and learn how to excel in your classes. Then join us at Smorgasport afterwards! (include flier)

Come to FYE’s kickoff to learn how to excel in your classes, win prizes and meet new people. Then we’ll head to the school’s biggest event of the semester (Smorgasport) afterwards. (include flier)

Want to make the most out of your first year at CSULB? Come to FYE’s kickoff to learn how to excel in your classes, win prizes and meet new people. We will head to the annual Smorgasport for a carnival-like night on campus. (include flier)

Monday, Sept. 7

We need a new logo! Submit your best design by Oct. 5 for a chance to win a $50 gift card and for your work to be the face of FYE’s brand. (include flier) #fye #csulb

We’re looking for a new logo! Submit your best design by Monday, Oct. 5 for a chance to win a $50 Visa gift card, an FYE t-shirt and the opportunity for your work to be the face of FYE’s brand. (include flier)

We’re looking for a new logo! Submit your best design by Monday, Oct. 5 for a chance to win a $50 Visa gift card, an FYE t-shirt and the opportunity for your work to be the face of FYE’s brand. (include flier)

Wednesday, Sept. 9

Bring a friend to a workshop or meeting and get a Buy One Get One Free deal from Robeks or Starbucks!

Wednesday, Sept. 15

Submit your best FYE logo design by Oct. 5 for a chance to win a $50 gift card and

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for your work to be the face of FYE’s brand. #fye #csulb

Monday, Sept. 28

One week left to submit your FYE logo design! #fye #csulb (include flier)

One week left to submit your FYE logo design! (include flier)

Monday, Oct. 5

Last day to submit your best FYE design! Winners will get a $50 Visa gift card, an FYE t-shirt and have their work be FYE’s new logo! #fye # csulb

Last day to submit your best FYE design! Winners will get a $50 Visa gift card, an FYE t-shirt and have their work be FYE’s new logo!

Friday, Oct. 9

Congratulations to @______ for having his design be @FYE’s new logo!

Congratulations to @ ______ for having his design be @FYE’s new logo!

Congratulations to ______ for having his design be FYE’s new logo! @_____

Date Twitter Instagram Facebook

Tuesday, Oct. 12

Feeling stressed? Join FYE this week to learn how to manage your stress and relax before midterms! #midterms #csulb

Feeling stressed? Do you feel like homework, projects, work, meetings, events and all the other things you’re juggling in your life are driving you crazy? Join FYE and learn how to manage your stress before you start freaking out over

Feeling stressed? Do you feel like homework, projects, work, meetings, events and all the other things you’re juggling in your life are driving you crazy? Join FYE and learn how to manage your stress before you start freaking out over midterms.

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midterms.

Monday, Oct. 26

Halloween is coming up! Learn how to have the most fun, while being responsible at FYE’s mocktail event this Wednesday. (include flier) #halloween #fyemocktail

Halloween is coming up. Learn how to have the most fun, while being responsible at FYE’s mocktail event this Wednesday. (include flier)

Halloween is coming up. Learn how to have the most fun, while being responsible at FYE’s mocktail event this Wednesday. (include flier)

Wednesday, Nov. 4

Join FYE for some fun, friends and food as you’ll get to meet new people over some pizza and enjoy an LBSU women’s vball game on Sat. #gobeach #vball #fye

Join FYE for some fun, friends and food as you’ll get to meet new people over some pizza and enjoy a Long Beach State women’s volleyball game this Saturday!

Join FYE for some fun, friends and food as you’ll get to meet new people over some pizza and enjoy a Long Beach State women’s volleyball game this Saturday!

Wednesday, Nov. 11

Enjoy food, drinks and music at the tailgate with FYE before the big basketball homecoming game this Saturday outside the Pyramid!

Enjoy food, drinks and music at the tailgate with FYE before the big basketball homecoming game this Saturday outside the Pyramid!

Monday, Nov. 16

Who doesn’t like free money? Join FYE to learn about how to receive up to thousands of dollars this school year. #fye #csulb

Do you want or need more money? FYE can help you get up to thousands of dollars through the hundreds of available scholarships you

Do you want or need more money? FYE can help you get up to thousands of dollars through the hundreds of available scholarships you never knew about!

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never knew about

Thursday, Dec. 1

Need help prepping for finals week? Let @FYE help you prepare and de-stress.

Want to excel during finals week? Or do you need those few extra pushes to help you finish the semester strong? Let @FYE help you prepare for a week long of tests, and help you de-stress.

Want to excel during finals week? Or do you need those few extra pushes to help you finish the semester strong? Let FYE help you prepare for a week long of tests, and help you de-stress.

Government & Nonprofit

First Year Experience PR Campaign