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University of Missouri
School of Social Work
AdZou Consultation
Meet the Team
Devin Wadley, PR
Account Executive Josh Sipp
Copy Writer & Designer Sarah Harmening,
Account Executive
Danielle Filippone,
Account Planner
Karim Howard
Interactive
Specialist
Sarah Meister
Media Planner
The Task
Develop the MU School of Social Work as a brand
and increase visibility online and in the
community.
Overview
• Situation Analysis
• SWOT
• Research
• Strategy
• Tactics
• Media Plan and
Budget
• Measurements
• Conclusion
Situation Analysis
Company
• Ranking
• Programs
• Mission
• Values
Category
• Effect of cost, ranking
• Enrollment
• Promotion strategies
Direct Competition
Indirect Competition
• Psychology
• Sociology
• Human Developmental & Family Science
Digital Audit
Web Search Audit
Website Audit • Easy to find, search for
• Relevant and interesting images
• Drop down tabs helpful
• Mobile site well designed
Website Audit
• Cluttered
• Missing information
• Excessive links to
the same page
Social Media Audit
Social Listening
Social Listening
• MU SSW students unable to interact with school
• MU SWW unable to manage brand image
• MU SSW unable to promote engagement
SWOT
Strengths • Hands-on experience
• Continuous education
• Value
• Online degree
• Community impact
Weaknesses
• Social media and web presence
• Academic ranking
• Resources and funding
• Lack of promotion
Opportunities
• Expand technology
• Community
• Potential partnerships
Threats • Competitor websites
• Competing online MSW programs
• Washington University in St. Louis
Primary Research
Primary Research Plan
Surveys
MU
Social Work
students
General
student
population
General Survey Results
42% unaware of
SSW on campus
General Survey Results
General Survey Results
70% interested in
attending
graduate school
General Survey Results
Social Work Survey Results
Social Work Survey Results
84% of Social
Work students did
not receive a
BSW from MU
Social Work Survey Results
70% of BSW students
interested in continuing
education at MU for
graduate school
Social Work Survey Results
Strengths Weaknesse
s
Changes
• Class size
• Relationships with faculty
• Opportunities post-grad
• Field Placement
• Communication
• Diversity
• Online requirements
• Low student involvement
• Flexibility
• Sense of community
In-Depth Interviews
Service
• “We are a big school within the college. No one knows anything about us. If they could team up with Mizzou ASB with a social work trip, that would be really cool and people would get to know us.”
• “It would also be great if there were more service opportunities through the school geared towards volunteering. That would help give us contacts for after graduation. ”
Visibility
• “The only times I've looked at the website is to see the list of classes, and the numbers aren't accurate so it was fruitless. ”
• “They should promote the program as a whole more. As a psychology undergrad, I knew very little information about the School of Social Work. Luckily, I got placed in a social work class and loved it. This made me want to continue to take social work classes.”
Frustrations
• “Our lack of physical space and cohesion. It speaks to our cohesion or lack there of in our department. The lack of cohesion is felt by the students.” – Faculty Member
• “The PP&A program is not promoted enough… we have to take some of our required courses online… and that’s really really frustrating because that’s not what I signed up for, that’s not how I learn.”
Findings
• Partnerships
• Online presence
• Other programs
• Lack of awareness
Target Profile
“I’m at a point in my life where I know where my
aspirations lie, but I’m unsure of the next steps to take
in order to get there. I want to pursue a career in
something that will allow me to help others. For me,
the best part is knowing I have done something for
someone other than myself. It isn't about the lavish
lifestyle or a career behind a desk. I have been
researching graduate programs, but the price of
tuition is weighing heavily on my decision making.”
Consumer Insight
Target
18-25
Target
A Day in the Life
7:00am - Maria wakes up and
begins her morning routine -
which invoices checking her
Facebook and twitter feeds to
catch up on events from the
night before, and to see what
will be happening today.
8:10 - While walking to
class, Maria listens to
Spotify. She hears an ad for
Starbucks and decides she
should grab a cup of coffee.
Maria is a 21-year-old junior at MU studying psychology.
1:55pm - After finishing her last
class for the day, Maria starts
walking home. She notices a flyer
about an upcoming event on
campus and makes a mental note to
visit the website later.
5:55pm - Tired from reading the
tomorrow’s discussion, Maria
decided to check her Instagram
to see what everyone else is
doing. She notices her favorite
store is having a surprise sale
and decides to check it out.
A Day in the Life
8:15pm - Maria pulls up the
Missourian website and sees a
feature store about a charity
fundraiser by a local business. She
shares the article with her friends on
Facebook and encourages them to
attend.
A Day in the Life
Campaign Strategy
The Missouri School of Social Work is a community
where students begin their careers by learning from
hands-on experience in the field. The school gives
students the opportunity to make a change the
moment they walk through the columns. Graduates
leave equipped with the skills to succeed in the field
of social work.
Campaign Strategy
The Big Idea
Campaign Tactics
Public Relations
Public Relations
• Media Lists
• Story Pitches
• Press Releases
• Events
• Partnerships
• Increased Campus
and Community
Awareness
• Creating Foundation
for Continuous Media
and Community
Outreach
• Establishing
Reputation and Brand
Public Relations
MU School of Social Work Media List
MU School of Social Work Email Pitch
Public Relations
MU School of Social Work Press Release
Public Relations
Formoreinformationcontact:*****729ClarkHall(573)882-6206ssw@missouri.eduForreleaseafterJuly1
MizzouSchoolofSocialWorkUnveilsNewBrandingCampaign
COLUMBIA,MO.–(July1,2015)TheUniversityofMissouri’sSchoolofSocialWorklaunchedtheirnewbrandpositioningcampaignthismonthinhopeofreachingmorestudentsandbetterpromotingtheircorevaluestothecampusandcommunity. Theirnewcampaign–MakeTomorrow’sChangeToday–ismeanttohighlighttheschool’saptitudeforgivingtheirstudentsimmediatehands-onexperienceinthefieldofsocialworkthemomenttheybegintheprogram.Tobettertelltheirnewstory,theschoolwillberedesigningtheirwebsite,creatingnewsocialmediaplatformsandpartneringwithmorecampusprograms. “Wearemorethanexcitedtoannounceourschool’snewbrandposition,”saidDr.MarjorieSable.“MizzouSchoolofSocialWorkpridesitselfongivingstudentsuniquefieldexperiencesuperiortoanyothersocialworkprograminthearea.WithMakeTomorrow’sChangeToday,wewillbeabletobettercommunicatetheimpactwemakeonthecommunitytoprospectivestudentsandgainmoreawarenessthroughoutcampus.” TheMizzouSchoolofSocialWorkistheonlyschoolofsocialworkinthestateofMissourithatoffersdegreesinBachelor’s,Master’sandPh.D.programs.Theschoolboastsexcellentfieldeducationwithmultipleworksitesandresearchopportunitiesinthesocialworkfieldwhileofferingnumeroussocialworkemphasesforitsstudents. Theschool’snewcampaigncamefromaintensiveprocessthatincludedcampuswideandschoolspecificsurveys,identifying “TheMUSchoolofSocialworkisdedicatedtopreparingstudentstoenhancethequalityoflifeforindividualsandsociety,”saidLeighLepper,DirectorofResearchfortheschool.“BylaunchingMakeTomorrow’sChangeToday,wegivestudentsabetterlookintoouridentityasaprogramandshowtheopportunitieswecanofferthemfortheirfuture.“
-30-
Direct Mail
• ****** direct mail example *******
Public Relations
Events
• Summer Welcome Booth
• Career Fair Booth
• Football Tailgates
• Homecoming Parade
Partnerships
• Total Person Program
• Mizzou Alternative Break
• Mizzou Tiger Pantry
• Ronald McDonald House
Social Media
Social Media Expansion
• Promoting student engagement
• Educating current and prospective students
• Controlling brand image
Sponsored Ad Suggested Post
University of Missouri School of Social W ork
Sponsored
Like Page
Interested in a career where you can make a dif ference in someone’s life?
Make Tomorrow’s Change Today
Students at the University of Missouri School of Social W ork start
impacting their community from the moment they step foot on campus.
Click here to find out more information about specific program of ferings
and take the first step towards making a dif ference in your community.
#MIZTCT
Digital Ads
Spotify Ad
Landing Page
Search
PPC (Pay-per-click)
SEO (Search Engine Optimization)
Media Plan and Budget
Media Budget
Tier 1: $25,425
Media Budget: Tier 1 • SEO and PPC
• Although this could be utilized for a year long budget, you can pay for these tools on a monthly budget.
• Avg monthly for SEO $750
• PPC→ $.25 to $500→ Pay per click
• Facebook Ads:
• $1 a day reaches nearly 4,000 people
• Lowest average cost per 1,000 impressions of any advertising platform (averaging around $0.25 per 1,000 impressions), you can easily afford to throw a couple of dollars a day into the advertising mix.
• Our Budget: $400/month = $4,800
• By spending nearly $5,000 you can reach Close to 5,000 likes
• 500 Link Clicks: $100 weekly within our budget
• 1,000,000 Non-Fan Impressions: $30.00
• Direct Mail’s Reach:
• Stamp Costs: 49 cents
• Mail piece 6x9: 25 cents
• Students we are reaching: 3,000 .49x.25x3,000= $2,200
• Brochures/Signage:
• Printing Costs
• for $180 you can purchase about 150 brochures
• Buy in bulk
• University costs to have a booth
• Spotify: $10 a month to become a member and make Playlist
available to students
• Digital Ads:
• Media Placement Costs
• $100 monthly to place in a branded/owned forum like the
MUTigers. com
Media Budget: Tier 1
Media Budget
Tier 2: $37, 985
Media Budget: Tier 2 • Facebook Ads
• Increased engagement by about
$1,200 increasing dollar amount
spending $500 a month.
• Direct Mail’s Reach:
• Students we are reaching: 7,000;
.49x.25x7,000= $5,180
• Digital Ads:
• Media Placement Costs
• $100 monthly to place in a
branded/owned forum like the
MUTigers. com
• Increased by about $1,000 for more
space
Media Budget
Tier 3: $49, 865
Media Budget: Tier 3 • Spotify Ads:
• Based on similar metric as Facebook
advertising
• Costs minimally $10,000 for production
costs
• Creating Spotify Ads; digitally & radio
spot
• Will cost more for Impressions
• $.03 for each impression→
• 1,000,000 non fan impressions=$30
• Facebook Ads:
• Increased by $1,200 yearly by spending
$600 monthly
• Direct Mail’s Reach:
Students we are reaching: 8,000;
.49x.25x8,000= $5,920
Media Timeline
Measurement
Media Funnel
7:00am – The first thing
Maria does in the morning is
check her phone. While
scrolling through Facebook
Maria sees a post about a
social work networking event
happening today.
8:10am – While walking to class,
Maria listens to Spotify. She
hears an ad about Making
Tomorrow’s Change Today.
A Day in the Life
A Day in the Life
1:55pm – After finishing her
last class for the day, Maria
starts walking home. She
notices a flyer about an
upcoming MU SSW volunteer
event and makes a mental
note to visit the website later.
5:55pm – Tired from reading for
tomorrow’s discussion, Maria
decides to check her Instagram
to see what everyone else is doing.
She notices some pictures from an
Alumni tailgate and likes them.
8:15pm – Later that night Maria starts to
Google graduate programs. She
remembers about the SSW volunteer
poster she saw. She visits the website
and sees an article about the MedZou
clinic under the news and events tab.
After reading about the hands-on
opportunities the school provides, she
decides to make an appointment with a
social work advisor.
Conclusion
The MU School of Social Work will prepare students
to be influential leaders in the field and in their
community.
Conclusion
Questions?
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