Table of Contents: Meet the Team

Executive Summary

Product Review

Market Review

Market Information

S.W.O.T. Analysis

Goals and Strategies

Season 44 Action Plan

Marketing Budget

Evaluation of Marketing Events

Executive Summary Season 44 brings new opportunities to the Studio One marketing team. This year the

team will have three main points of focus:

1) Consumer Research

The marketing team started their semester by surveying new and returning

Studio One interns. Surveying the current interns at Studio One will help the

marketing team reach students who are interested in positions outside the

marketing field.

2) Studio One – One way to success

This tag line will be used as a theme in advertisements promoting the

internship. The team developed this tag line to encompass the purpose of the

internship program. In a survey of new and returning students, most interns

are involved to gain professional and real-world experience. The tag line

reinforces the message that interns are given another tool for a successful

future through their experience at Studio One.

3) Social Networking

The marketing team will use Facebook and Twitter to promote the show.

The team will research ways to personalize current social media tools

throughout the semester.

The team will focus on research this semester and build some resources and

tools for future marketing teams pertaining to social media options.

Product Review Studio One offers two main products, the weekly television show and an internship program.

The Show Studio One aired their very first episode on February 5, 1987. This show consisted of two guest segments and a music video, together lasting 30 minutes. Studio One has come a long way from its first production. It is now a news and information program similar to NBC’s Today Show or ABC’s Good Morning America. Studio One is telecast live on Thursdays on Cable Channel 3 and UND Resident Life Cinema channel 17. Studio One also plays in a variety of markets and has a potential audience of 4 million.

The Internship

Studio One offers internships to University of North Dakota students. Studio One gives interns hands-on experience in the media field. They are able to make valuable contacts through the program and get the chance to work on an award-winning project. There are four main group s that produce different aspects of the show including the news, programming, production and marketing team.

The news and programming teams are trained to write, shoot and edit stories. The news team is responsible for filling (2) five minute segments on news, (2) two minute segments on sportscasts as well as weather segments. Weather interns work with satellite feeds from CNN Newsource, our nation’s premiere newsfeed service to produce weather segments for the show. The programming team is responsible for producing feature stories, entertainment news and guest segments.

The production team is trained to run equipment used while recording the live show. They create professional visual images through electronic graphics, camera movement, lighting and directing.

The marketing team focuses on the promotion of Studio One. They write press, host promotional events, give tours, recruit for future interns and develop a live audience for each show. They also conduct alumni/supporter relations through print and electronic newsletters that are sent to Studio One alum and friends of the project.

Market Review Studio One is a unique program and its target market is just as unique.

Studio One has both primary and secondary target markets.

Primary Market

The primary market for Studio One includes Grand Forks and East Grand Forks communities, and UND’s student body. Due to the limited advertising budget, the areas surrounding UND are the main focus of the marketing team. The people in closer proximity to the Television Center are also more likely to attend the live show. UND students are a very important demographic for the marketing team to consider. Students are potential audience members, and more importantly, possible interns.

Secondary Market

Studio One’s secondary market includes western North Dakota, Minnesota, Colorado and southern Manitoba, Canada. To promote the program in these regions, the marketing team will be sending weekly press releases to local papers regarding upcoming shows. The marketing team will also send out press releases to contact current students’ hometown newspapers. These releases focus on current intern’s responsibilities and the Studio One program.

Market Areas:

Primary Markets Secondary Markets

Market Information The following list shows current telecast channels and times for the

television show, Studio One.

North Dakota Markets Other Markets:

Bismark-Mandan Dakota Media Access Channel 12 Telecast Time: Mon. - 9:00pm

Brandon & Winnipeg, Manitoba Prairie Public Telecast Time: Sat. 6am

Fargo Channel 99 Telecast Time: Mon. - 8pm Fri.- 2pm

Colorado Springs, Colo. Channel 19 Telecast Time: Fri. - 5pm Sat. - 4pm Sun. - 7pm

Grand Forks Channel 3 Telecast Time: Mon - Tues. & Wed. - Thurs.- Fri. - Sat. & Sun. -

7 am, noon, 6pm, 11pm 7 am, noon, 7pm, 11pm 7 am, noon, 5 pm, 7 pm,11 pm 7 am, noon, 7 pm, 11 pm 7 am, 10 am, noon, 7 pm, 11 pm

Denver, Colo. Channel 57 Telecast Time: Tuesdays - 11:30 am

Grand Forks Channel 17 Telecast Time: Thurs. 5pm Fri. & Sat. 5:30pm

Minneapolis, Minn. Metro Cable Network Channel 19 Telecast Time: Wednesday at 11:00am

Jamestown Channel 17 Telecast Time: Mon. thru Fri. - 12pm

Minot KMSU Channel 19 Telecast Time: Mon. Wed. and Fri. - 11am and 4pm

Steele BEK Sports Network Inc. Channel 19 Telecast Time: Fri. - 5:30pm

Dickinson Rural Cable Network Consolidated Telcom Channel 18 Telecast Time: Mondays at 6:30pm and 8:30pm

Ray, N.D. - Northwest Communications Cooperative Channel 55 Telecast Time: TBA

S.W.O.T Analysis The marketing team surveyed 30 new and returning Studio One interns to find out

what they think are the major benefits of being part of this program. This was used to help

develop the marketing team’s S.W.O.T. analysis. An S.W.O.T. analysis helps define four

main areas of the program environment.

Internal factors: S – stands for strengths of the program. W – are weaknesses. The

marketing team defines weaknesses as aspects of the program that can have a potentially

negative effect on the internship, but they are elements that Studio One has some control

over.

External factors: O – are the areas of potential growth of the program. T -

represents the threats that Studio One faces.

Having an understanding of these aspects of the program allows the Studio One

marketing team to develop stronger public relations and advertising strategies. The

following section summarizes this consumer research.

Strengths

Well-established internship

Turns class room theory into hands on experience

Students are given a competitive edge regarding education and job opportunities

Gain real world experience

Chance to advance people skills

Quality training on industry standard equipment

Studio One teams work well together resulting in quality teamwork

Students are taught professionalism in a work environment

Positive work environment which is one of the main reasons why students apply

to Studio One

Networking opportunities are given

Student leadership opportunities are available

Students experience deadlines similar to those in the workforce

Studio One can be taken for course credits

Current interns help build the program for future semesters through recruiting

efforts

Students and staff are highly motivated

Program reassures students in career endeavors

Students are challenged to think creatively

Program is located on campus

Studio One provides a unique opportunity for UND students

The show has a large audience in several states

Great for resume building

Staff are knowledgeable on subject matter and willing to help students. Staff will

also help prepare students’ resume tapes when applying for jobs after college.

“Students feel confident in what they are doing. The people who direct the interns are very

thorough on what the expectations are and they also make students feel comfortable in

their positions. In the short time that we have been exposed to Studio One, I feel as though I

have seen a new door open up for my future in learning another area that graphic design is

applied.” –Savannah Arnold.

“Studio One has definitely opened my eyes to a lot of different aspects in the broadcast

industry. It took me from just an average college student to one who strives for

professionalism and perfection.” – Kimberly Bestul.

“Studio One has so many strengths in my opinion that it’s hard to condense everything

down. I would say for me, one of the biggest strengths of the Studio One internship is the

people that put it together. Without them putting forth their time, knowledge, expertise

and excitement, the internship would be just another internship.” – Megan Juhl.

Weaknesses

Time consuming inside and outside of the studio. Returning students may feel some training is redundant Limited advertising budget Short amount of time to train before the live shows Unpaid internship Only one new show is produced per week which is a major difference in

comparison to actual television stations that run news shows every day Internship can be stressful

Opportunities

Incoming UND students provide a large pool of potential applicants. Recruit and advertise internships at UND sporting events Develop new promotional materials Conduct more classroom presentations Market through social networks:

o Twitter

People who are interested in program content can subscribe to weekly tweets

o Facebook Weekly story uploads Develop Studio One games

Competitions: o What piece of equipment is this?

Cheesy quizzes: o “How well do you know Studio One?”

o Research the effectiveness of a blog… Potential applicants could subscribe to the blog or tweets if they

wanted to learn more about an internship position. Example: “A day in the life of a camera operator.”

Podcasts o Continue to make our show available on itunes

Threats Some students are trying not to buy a parking pass for campus. With this

internship, students would have to buy a parking pass because the building is considered on campus.

Location of the studio is on the outskirts of campus so many students don’t know what is even in the Skalicky Tech Incubator

Interns are often limited to taking the internship for two credits instead of three (depending on their position)

Internship credits are only offered for Marketing and Communication majors. It is also hard for those interns with a Marketing major to take Studio One for internship credits.

Some UND faculty members are unsupportive of the program Many other internship opportunities on campus Paid internships Other news programs for viewers to watch Not everyone is interested in the Studio One internship opportunity Other organizations at UND offer different benefits to include in students’

résumés

Goals and Strategies

There are many goals and strategies that the marketing team is planning to accomplish this semester. Goals define long term targets. Strategies are the specific ways the Season 44 marketing team will accomplish the goals. The marketing team has divided the goals into four categories. They are internal, public awareness, recruitment and audience. Goals are labeled in navy and strategies are in maroon.

Internal Goals The marketing team will plan two internal events to help build cohesion within the season 44 teams.

Bowling Party o The marketing team will host party on the Thursday after Veteran’s Day.

E-news letters o Three electronic newsletters will be sent to Studio One interns and alum to help them feel

connected to the program.

Public Awareness Goals The marketing team will work to promote the show and internship on the UND campus and in the Grand Forks community. They will also promote viewership in secondary markets.

Weekly Press Releases: o Press releases will be sent to local papers in all markets.

Six booths to recruit studio audience and potential interns: o Two booth at Memorial Union o Gamble o Wilkerson o O’Kelley o Between Odegard/Streibel - at the bus stop

Promotional items/events: o Stickers on coffee sleeves o Pizza box ads o Dakota Student ads o Table tents in UND dining halls o Posters around campus o MU display cases o Balloons o Prize wheel will be used at all booths to encourage students to stop by

Four T-Shirt Days: o Every Wednesday for the month of October the marketing team will wear their Studio One

tees and encourage other people to wear them as well. Dates are subject to change. Additional days may be added to help promote a show or event.

Four Radio Days: o Every Wednesday for the month of October the marketing team will help host the XL 93

Countdown at 9pm. Two Studio One Cab days:

o Studio One interns will use a State Fleet van to give students rides to-and-from classes. Two marketing team members will be in the van at all times. When students get a ride the marketing team member in the front passenger seat will ask them a trivia question and the student will get a prize. We can also implement Studio One trivia in the questions asked. Prizes may include any of our promotional items.

Four events to promote to the UND community:

Homecoming Parade o We will be handing out Studio One balloons and candy to children and UND students

watching the parade. o Candy will have a Studio One sticker affixed in a prominent location.

Monday night football at the Union o October 5, 2009 the Vikings play the Packers. o The marketing team will use watching the game at the Memorial Union as a fun way

to promote the internship and television show. Interns will be encouraged to bring their nominee to this event.

o Pizza and pop will be provided by the Studio One marketing team. Night Life

o Open Mic - with a half-time show by the UND Dance Team o One individual prize for best performance o Dorm floors will be encouraged to participate and there will be a prize for the best

dorm floor talent o Pizza and prizes provided by Night Life

Tail Gating o The marketing team will Tail Gate before the football game to promote the

internship and show.

Recruitment Goals

70 applications o The marketing team is working toward this goal by hosing more events than in

previous semesters. More events will be held on campus and the marketing team is trying something new by hosting a Monday Night football event to help recruit nominees.

Two classroom presentations o Every marketing team intern will attend at least two classroom presentations

throughout the month of October. o The Senior Marketing Director will schedule at least five more classes to present

about Studio One internships than in previous semesters. Nomination forms

o Each marketing team member will nominate three students, if possible, for a Studio One internship.

o The marketing team wants to focus on quality, not quantity of applications.

Audience Development Goals

20 audience members per show o The Audience development team is working with dorm Resident Assistant’s to bring

floors to the show. o Marketing interns will work with one teacher to see if their class can attend a show

for extra credit. o Promo items including movie tickets and coupons to area business will be awarded

to an audience member at the show. Coupons to area restaurants that have liquor will not give coupons for alcoholic beverages.

Season 44 Action Plan September 2009

Sun Mon Tue Wed Thu Fri Sat

20 21 22

Marketing

Presentation

3:00 pm

23 24

First Show

25 26

27 28

Studio One Cab 10:00-

1:00pm

Memorial Union Display

29

Memorial Union

Display

30

Memorial Union Display

October 2009 Sun Mon Tue Wed Thu Fri Sat

1

Memorial Union

Display

400th Show

2

Memorial Union

Display

Dakota Student

Ad#1

3

Memorial Union

Display

4

Memorial Union

Display

5

Memorial Union

Display

Monday Night Football

7:00pm

E-News Letter #1

6

7

Radio 9:00pm

T-shirt day

8

Show Day

9 10

Tailgating (time:

TBA)

Nightlife 9:00pm

11 12 13

Dakota Student

Ad#2

14

Radio 9:00pm T-shirt

day

15

Memorial Union Booth

11:00-2:00pm

Show Day

16

Studio One Midterm

Due

Pizza Box Ads

17

18 19

Memorial Union

Display

20

Memorial Union

Display

21

Memorial Union

Display T-shirt day

Radio 9:00pm

22

Memorial Union Display

Memorial Union Booth

11:00-2:00pm

Show Day

23

Memorial Union

Display

LAST chance:

Dakota Student

Ad#3

24

Memorial Union

Display

28 29 30 31 25 26 27

Table Tents

Home Town Press

Releases #1

28 Radio 9:00

Table Tents

T-shirt day

29

Table Tents

Show Day

30 31

November 2009 Sun Mon Tue Wed Thu Fri Sat

1 2

E-News Letter#2

3

Home Town Press

Releases #2

4

Studio One Cab

11:00-1:00pm

5

Show Day

6 7

8 9 10

Home Town Press

Releases #3

11

Veteran’s Day

12

Studio One

Bowling Event

13 14

No Show

15 16 17

Home Town Press

Releases #4

18 19

Show Day

20 21

22 23 24 25 26

No Show

27 28

29 30

December 2009 Sun Mon Tue Wed Thu Fri Sat

1 2 3

Show Day

4 5

6 7

E-News Letter#3

8 9 10

Last Show

11

12

Notes:

* Studio One deadlines are red * Newsletters are colored in blue * Show days are colored in orange *Classroom presentations are on the dates colored maroon *There will be stickers on coffee sleeves for the whole month of October.

Marketing Budget

The Marketing Team has $850.00 as the beginning budget for its 44th season. Below is how the marketing team plans to allocate funds throughout the semester. There are three categories for funds:

External – are funds that will be spent on promotional items and events.

Internal – are funds spent on items specifically for the marketing team.

Additional expenses- these funds vary in cost depending on the success of the events. The marketing team has left a buffer of funds in case of unexpected expenses.

Marketing Budget

External Expenses

Stickers $50.00

Pens $150.00

Balloons $172.50

Duplicating/fax $150.00

Long Distance $20.00

Tailgating $10.00

Total External $552.50

Internal Expenses

Binders $30.00

Fees/ Membership $50.00

Total Internal $80.00

Additional Expenses

Root beer float hand-

out/booths $80.00

Studio One Cab (50 Miles) $22.00

Total Variable $102.00

Total Expenses $734.50

Original Budget $850.00

Remaining Total $115.50

Evaluation of Marketing Events To ensure that the Studio One marketing team is using funds effectively, the team will run continuous evaluations on internal and external events and promotions. The marketing team will evaluate every promotional event throughout the semester. The marketing team will have an external evaluation in the middle of the semester and another evaluation at the end of the season. These evaluations will be given to the entire Studio One cast and crew. The marketing team will use Google Docs to administer surveys because they are easy to use and evaluate.

Example of the form:

Results are easy to evaluate: