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PBR Advertising

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Table of Contents

Team Member Biographies…………………………………………………………………….. 3-5

Situational Analysis…………………………………………………………………………... 6-16

Secondary Research Graphs and Charts…..…………………………………………. 7-11

Timeline.…………...……………………………………………………….....................12

Competition Analysis…………………………………………………………..………...13

Clubs and Organizations……..…………………………………………………………..14

Notable Alumni…………………………..………………………………………………15

Targets…………………………..………………………………………………………..16

Primary Research…………………………………...…………………………………………17-24

Survey…………………………..………………………………………………………..18

Survey Results…………………….………………………………………………….19-21

Survey Analysis……………….…………………………………………………………22

Focus Group Agenda……………….....…………………………………………………23

Focus Group Analysis……..............……………………………………………………..24

Insights…………………………………………………………………………………..........25-26

Creative Brief………………………………………………………………………………....27-28

Tactics………………………………………………………………………………………...29-39

Billboard…………..……………………………………………………………………..30

Premiums…………………………………………………………………………….31-33

Direct Mail………………………………………………………………………………34

Radio Spot……………………………………………………………………….………35

Social Media…………………………………………………………………………36-37

Flyer……………………………………………………….....…………………………..38

RU ID……………………………………………………………………………………39

Event Schedule........................................................................................................ ..........40

Budget………………………………………………………………………………………...41-42

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PBR Advertising: Team Member Biographies

Ty Richards (President): I am from Charlottesville,

Virginia. I am currently a junior studying Media Studies

with a Concentration in advertising. I love creating new

things and art, so hopefully I can combine the two into a

job one day.

Annie Lassiter (Secretary): I am a junior here at RU. I am an

English major and a Communication minor. I am from

Richmond, VA. I enjoy snowboarding in the winter, and going

to the beach in the summer. In the future, I hope to have

graduated from Radford University with my degree in English

and the minor in Communication. I hope to find a job working

with people. I am a people person and I want to spend my life

helping those in need. I also enjoy working with media, and

could possibly be interested in working a job involving

television or maybe even the newspaper.

Tommy Morgan: I am a sophomore at Radford

University. I am from Staunton, VA. I am studying Public

Relations and minoring in Marketing. In addition to

school, I intern with Radford University Athletics

Communications and work at Red Lobster as a server. I

am also a member of Phi Sigma Pi National Honor

Fraternity and on the leadership team for Radford’s Cru

Chapter. I hope to work for a Virginia based company in

their public relations/IMC department upon graduating.

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Kevin Chilin: I am a freshman from Ashburn, Virginia, but was

born in El Salvador. I am majoring in Business accounting, and

minoring in management. I dream to one day own multiple

businesses.

Devin Thompson: I was born and spent my early childhood in

Queens, NY. I was also raised and spent most of my life in

Fredericksburg, VA. I enjoy making music, playing basketball,

skateboarding, football, and working out. I attend Radford

University with Media Studies as my major and Advertisement as

the concentration. In the future, I plan to own my own business in

the music field.

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Kyle Hamilton: I was born March 9th, 1993 at the Martha Jefferson

Hospital in Charlottesville Virginia. I have continued to live in

Charlottesville for 21 years. Sports have always been an interest

of mine since a very young age. I have participated in swimming,

baseball, golf, basketball, football and soccer. Currently I am

studying Business Marketing at the University of Radford. My life

goal is become Vice President of my father’s company, Fairway

Enterprise’s, then eventually take over for him. Ever since I

became aware that Radford existed I knew I wanted to apply and

hopefully attend after High School. I am currently a member of

the Delta Chi Fraternity Inc. and have served as Secretary as well

as Philanthropy Chairman. I am working towards graduating on

time with the class of 2015.

Devon Battles: I was born in Brooklyn, NY and raised in

Richmond, VA. I’m a sophomore majoring in Media

Studies. I hope to become a journalist for a hip-hop

magazine in the near future. I currently enjoy blogging,

writing in my spare time.

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Situational

Analysis

7

Secondary Research

8

DEGREE MAJOR TOTAL

STUDENTS

TOTAL

WOMEN

TOTAL

MEN

BLACK

TOTAL

ASIAN

TOTAL

HISPANIC

TOTAL

WHITE

TOTAL

All Subjects Combined First

1,725

1,026 699 97 43 53 1,490

Multi-/Interdisciplinary Studies,

Other

First

172

161 11 4 2 2 163

Business Administration and

Management, General

First

125

35 90 7 3 3 110

Registered Nursing/Registered

Nurse

First

117

111 6 7 4 1 101

Criminal Justice/Safety Studies First

115

45 70 11 3 5 91

Physical Education Teaching and

Coaching

First

111

49 62 10 2 2 92

Psychology, General First

106

81 25 6 1 4 91

Marketing/Marketing

Management, General

First

90

51 39 2 6 4 76

Journalism First

82

38 44 8 3 4 66

All Subjects Combined Second

66

29 37 1 1 3 60

Communication Studies/Speech

Communication and Rhetoric

First

63

49 14 1 1 6 52

Biology/Biological Scie

nces, General

First

58

29 29 4 1 0 52

9

Design and Visual

Communications, General

First

57

57 0 3 2 1 51

Art/Art Studies, General First

56

45 11 2 3 1 50

Computer Science First

49

3 46 2 2 0 43

Parks, Recreation and Leisure

Studies

First

46

26 20 3 0 1 40

English Language and Literature,

General

First

45

32 13 5 0 2 36

Finance, General First

41

9 32 1 0 3 36

Accounting First

38

15 23 4 1 2 28

History, General First

34

15 19 0 0 0 33

Communication Disorders,

General

First

28

28 0 2 0 0 26

Political Science and

Government, General

First

28

10 18 2 0 1 24

Social Work First

27

25 2 1 0 0 26

Social Sciences, General First

26

8 18 0 0 2 24

Information Science/Studies First

25

3 22 3 1 1 20

10

Mathematics, General First

23

12 11 1 1 0 20

Foods, Nutrition, and Wellness

Studies, General

First

18

17 1 2 2 1 13

Drama and Dramatics/Theatre

Arts, General

First

14

3 11 0 0 2 12

Dance, General First

14

12 2 0 0 0 14

Music, General First

14

8 6 3 1 0 10

Sociology First

14

10 4 0 0 1 13

Finance, General Second

13

3 10 0 1 2 9

Marketing/Marketing

Management, General

Second

13

7 6 0 0 0 13

Anthropology First

13

8 5 0 0 0 13

Athletic Training/Trainer First

11

8 3 2 0 0 9

Foreign Languages and

Literatures, General

First

11

8 3 0 0 2 9

Economics, General First

10

2 8 0 1 1 7

Chemistry, General First

10

6 4 0 1 1 8

11

Physics, General First

10

1 9 0 2 0 8

Geology/Earth Science, General First

9

3 6 0 0 0 9

Social Sciences, General Second

8

2 6 0 0 0 8

Philosophy and Religious

Studies, Other

First

8

2 6 1 0 0 7

Geography First

6

0 6 0 0 0 6

Communication Studies/Speech

Communication and Rhetoric

Second

4

4 0 0 0 0 4

Economics, General Second

3

0 3 0 0 0 3

Psychology, General Second

2

2 0 0 0 0 2

Foreign Languages and

Literatures, General

Second

2

0 2 0 0 0 2

Political Science and

Government, General

Second

2

0 2 0 0 0 2

Sociology Second

2

2 0 0 0 0 2

History, General Second

2

1 1 0 0 0 2

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Radford University Key Events Timeline

1910: the Virginia General Assembly founded Radford University.

1911: Dr. John Preston McConnell was appointed president of the institution.

1915: First official residence hall, Tyler Hall, opened.

1924: School’s name was changed to State Teachers College.

1929: First sorority chapter was established, Sigma Sigma Sigma.

1938: Dr. David W. Peters assumed the role of president.

1964: Radford became known as Radford College.

1970’s: Radford adopted the nickname “Highlanders” for athletics teams.

1972: Dr. Donald N. Dedmon took office as president.

1972: Undergraduate admission of men.

1979: Radford was granted university status by the General Assembly.

1994: Dr. Charles W. Owens was named acting president of the university.

1995: Dr. Douglas Covington was named the fifth president of the university.

2005: Penelope W. Kyle became the university’s sixth president.

2008: The Douglas and Beatrice Covington Center for Visual and Performing Arts

opened.

2009: Young Hall opened.

2011: Radford University granted its first doctoral degrees.

2012: COBE building opened.

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Gender - RU

Male

Female

44% 56%

Gender - JMU

Male

Female59% 41%

Gender - VT

Male

Female59% 41%

Gender - CNU

Male

Female57% 43%

Competition Analysis

Radford University

o Enrollment: 9,573

o In-State Tuition: $8,976

o Out-of-state Tuition: $21,141

o Student-to-faculty ratio: 19 to 1

o Average GPA: 3.35

James Madison University

o Enrollment: 19,927

o In-State Tuition: $9,176

o Out-of-state Tuition: $23,654

o Student-to-faculty ratio: 16 to 1

o Average GPA: 3.71

Virginia Polytechnic Institute and

State University

o Enrollment: 31,087

o In-State Tuition: $11,455

o Out-of-state Tuition: $27,211

o Student-to-faculty ratio: 16 to 1

o Average GPA: 3.76

Christopher Newport University

o Enrollment: 5,186

o In-State Tuition: $11,092

o Out-of-state Tuition: $20,992

o Student-to-faculty ratio: 17 to 1

o Average GPA: 3.40

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Radford University Clubs and Organizations

Alpha Kappa Psi (AKPsi)

Alpha Phi Omega (APO)

Alpha Sigma Alpha (ASA)

American Marketing Association (AMA)

Basketball (Men’s and Women’s)

Bowling Club

Campus Crusade for Christ (CRU)

Club Baseball

Club Softball

Club Soccer

Club Tennis

Club Lacrosse

Delta Chi (DX)

Delta Zeta (DZ)

Diversity Awareness Programming (DAP)

English Club

Kappa Delta Rho (KDR)

Paintball Club

Phi Sigma Sigma

Photography Club

Radford Student Programming and Campus Events (R-SPaCE)

Radio Free Radio

Sigma Chi

Sigma Kappa

Sigma Sigma Sigma

Student Organization Assistance and Resources (SOAR)

Student Organization of Radford Alumni Development (SoRAD)

Snowboard and Ski Club

Social Work Club

Sociology Club

Swim Club

Table Tennis Club

The Tartan

Theta Chi

TOMS Shoes Campus Club (TOMS)

Ultimate Frisbee (Men’s and Women’s)

Women’s Studies Club

Women’s Field Hockey

Wrestling Club

Young Democrats

Ect.

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Radford University Notable Alumni List

• Buddhi K. Athauda: Sri Lanka Ambassador to Netherlands.

• June Atkinson: State Superintendent of Public Instruction, North Carolina.

• Danielle Banks: On Camera Meteorologist, The Weather Channel.

• Frank Beamer: Head football coach, Virginia Tech.

• Regan Burns: Actor and Comedian.

• Maria Odulio de Guzman: Lexicographer.

• Nelson Harris: Former mayor of Roanoke, Virginia.

• Phil Leftwich: former professional baseball player.

• Scott Long: Human Rights Activist.

• Dave Mattingly: National Public Radio producer and newscaster.

• Jayma Mays: Actress, stars as Emma Pilsbury in the Fox series Glee.

• John Montgomery: Executive director of the Rams Club at UNC-Chapel Hill.

• Goran Nava: Olympian for Serbia in the 1500 meter run in the 2008 Olympics.

• Barry Ratcliffe: Actor, "Nashville", "Army Wives", "Person of Interest", "House of

Cards."

• Steve Robinson: University of North Carolina at Chapel Hill Assistant Coach.

• Martin Sayer: Member of the Hong Kong Davis Cup team, former RU tennis player.

• Marty Smith: ESPN NASCAR Analyst.

• Ryan Speier: Pitcher, Tohoku Rakuten Golden Eagles.

• Diane Stupar-Hughes: Co-host of the Elliot in the Morning radio show.

• Dante Washington: TV Soccer Color Analyst for the Columbus Crew of MLS, first

team All-American in 1991, played for the United States in the 1992 Summer Olympics

Games.

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Primary Targets:

Incoming freshman

Transfer students

Secondary Targets:

Parents of incoming freshman

Parents of transfer students

Demographics:

Males age 17-25

Females age 17-25

Geographics:

Northern VA

Tidewater VA

Richmond Metro

Central VA

Southwest VA

Shenandoah Valley

All out of state

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Primary

Research

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Radford University & You – A Rebranding Campaign Survey

1.Radford University was my _______ choice for college/university.

A. First B. Second C. Third

2. If Radford was not your first choice, what was? Why? What makes that school

better than Radford University?

3. What is your gender?

A. Male

B. Female

4. What is your ethnicity?

A. Caucasian

B. African American

C. Asian

D. Hispanic

E. Pacific Islander

F. Other:_________________

5. What is your class standing?

A. Freshman

B. Sophomore

C. Junior

D. Senior

E. Other:___________________

6. Are you an in state or out of state student?

A. In state

B. Out of state

7. What is your favorite part about Radford University?

8. What is your least favorite part of Radford University?

9. What would you like to see on campus?

10. What campus organizations are you involved with?

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Radford was ________ choice for college

First Choice

Second Choice

Third Choice

47%

10%

43%

Survey Results

Student Body Ratio by Gender

Male

Female

49% 51%

20

0%

10%

20%

30%

40%

50%

60%

70%

80%

Caucasian African American Asain Hispanic Other

Ethnicity

0%

5%

10%

15%

20%

25%

30%

35%

40%

JMU VCU ODU CNU Other

Competing Schools

competing Schools

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0%5%

10%15%20%25%30%35%40%

What Radford Students would like to see on campus

What Radford Students wouldlike to see on campus

0%

5%

10%

15%

20%

25%

30%

35%

40%

None Athlete Res Life Greek YL CRU

What campus organization are Radford students involved in

What campus organization areRadford students involved in

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Survey Analysis

After conducting a survey of 60 college freshman,

sophomores, juniors, and seniors at Radford University the main

problem that was identified was a lack of activities and events on

campus. We also found that the majority of those surveyed said

that Radford was actually their first choice for college, which was

a positive result. A large amount of those surveyed were also not

involved in any clubs or organizations, which can contribute to the

lack of community Radford has.

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Focus Group Agenda

Discuss whether or not Radford was the first choice of the students.

Ask students how far away they live from Radford.

Ask students about the ultimate reason they ended up coming to

Radford.

Discuss whether or not students feel at home at Radford.

Ask students about their experience with Quest.

Ask students about their experience with Quadfest.

Ask students what type of music/artist they would like to see at

Radford.

Discuss what events students would like to see on campus.

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Focus Group Analysis

In conclusion to the focus group conducted by PBR Advertising, most of the

students that were interviewed seemed satisfied with their choice to attend Radford

University. There was one specific person who didn’t want to attend our university and

had a negative attitude towards our university. The participants wanted to see a music

festival come to our campus. That would hopefully bring our community closer together.

The end result of this focus group was: all of the students interviewed did feel at home at

Radford University, but would like to see more interactive and fun events on campus.

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Insights

26

Insights

Our targets are upcoming freshman and transfer students that are planning on

coming to Radford in the fall. The goal is to make new students feel welcome to Radford

University. Also, new students need to get a sense of the close-knit community that we

have here in Radford. The rebranding of the Quest program is meant to bring the

community closer together and to help make the new students feel welcome. Also, this

new program is meant to help new students get used to the campus and feel at home by

the time classes start. Hopefully, hearing about this new program will make more

students want to come to Radford.

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Creative

Brief

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Creative Brief

The problem that PBR advertising is working to solve is Radford

University’s community. It is not seen as being as strong as surrounding

communities. It seems that the University is not as welcoming to new

students as it could be due to the lack of bonding and school spirit among

students.

PBR advertising is going to revamp the orientation program. This new

program will be help on August 23, 2014. After attending the new

orientation, students and parents will gain a better sense of the strong

community that Radford has. There will be additional advertising by for this

event with a radio broadcast, flyers, billboards, etc. The event will be open

for students and the public. This big event will allow us all to build as a

community.

We are going to connect with males and females ages 17-25. PBR

advertising is also targeting high school students and community college

students. The most insightful things we know about students are that they are

interested in going to smaller schools with a closer community. Students

want to be successful at a smaller school. They want to be recognized by

their professors, and bond with a strong knit community. This will give them

a better since of feeling like they are at home.

Radford University fits into the target’s lives because the sense of

community is very similar to the ones that many students are used to at

home. The target wants Radford to provide them with an education in an

environment where they feel at home. The most effective way to

communicate is building a strong community and stronger friendships.

The target will believe this message with the help of brochures,

billboards, commercials, etc. These will depict strong student relationships

and community bonding. After attending the revamped orientation program,

the target will have experienced the Radford community first hand, and they

will believe that Radford is a close-knit community. Experiencing the

message first hand by the target, as well as, through multimedia on social

media sites is the best context for motivating and influencing the target.

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Tactics

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Billboard

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Premiums (T-shirts)

32

Premiums (Sweatshirts)

33

Premiums (Koozies)

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Direct Mail

Dear (insert high school name here) student,

Radford University welcomes students from across Virginia, the nation and

around the world. Students are able to live, study, and work in the beauty of the Blue

Ridge Mountains along the banks of Virginia’s oldest river, the New River. The

welcoming environment is just part of what makes Radford the close-knit community that

it is. Radford offers over 250 clubs and organizations, 20 fraternities and sororities, and a

variety of intramural sports. RU also has 19 teams that compete in the Big South

Conference for Division I athletics. Choosing to attend Radford is choosing to take

advantage of meeting your lifelong friends while getting the education to have a

successful career. Come join us and find your place in the world with your fellow

Highlanders!

Sincerely,

Radford University Students

801 East Main Street

Radford, Virginia 24142

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Radio Spot

Radio Script

Come out to Radford University on August 16th

from 12pm till 2am to help

welcome the new students to our community. There will be free food, free

stuff, a variety of concerts, movies, shows on campus, and much more! Join

us to help welcome these new students to our close community. Let’s makes

these students feel at home! Hope to see you all there!

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Social Media (Facebook)

37

Social Media (Twitter)

38

Flyer

39

RU ID

40

Event Schedule

August 22-24 2014

Friday, August 22

10:00am- Room Assignments

11:00am- Orientation

12:30pm- Break for lunch

1:00pm- Pictures taken and meal cards assigned (hand out T-shirts)

2:30pm- Tour of campus

4:00pm- Meet and greet with Quest group (games, icebreakers, etc.)

5:30pm- Dinner catered in Muse Banquet Hall

7:30pm- Motivational speaker in Preston Auditorium

9:00pm- Festivities outside on the Bonnie Plaza

1:00am- End of the first day

Saturday, August 23

10:00am- Breakfast in Dalton dining hall

11:30am- Meet back up with Quest group

12:00pm- Club Fair begins (open to the entire community and all students)

12:30pm- Free food served at the Club Fair (games and activities will be provided)

3:00pm- Concerts will begin

Moffett Quad- Alan Jackson and Brantley Gilbert

Muse Quad- Avicii

Bonnie Auditorium- Kevin Hart (stand-up)

Preston Auditorium- Cold Play

6:30pm- Break for dinner on campus

8:00pm- Jay-Z concert on Moffett Quad

10:00pm- Free time

Sunday, August 24

12:00pm- Meet up with Quest group (Bisset Park for outdoor activities)

3:00pm- Free time

5:00pm- Speech by President Kyle at the Dedmon Center

6:00pm- Free time

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Budget

42

Budget Form

Direct Mail $4,000

Billboards $1,000

Facebook/Twitter Free

Food/Drinks $50,000

Concerts $10,000,000

Shirts $5,000

Sweatshirts $10,000

Koozies $5,000