studio one season 49 marketing plan

Marketing Plan Season 49 Spring 2012

Table of contents

StudioOneMarketingTeamBios

ExecutiveSummary

ProductReview

TheShow

TheInternship

Alumni

TelecastReview

PotentialMarketGrowth

TelecastSchedule

MarketMap

TargetAudience

UNDCommunity

GrandForksCommunity

SecondaryAudience

S.W.O.T.

Goals&Strategies

ImplementingrecommendationsdeterminedfromS.W.O.T.analysis

ActionPlan|RecruitmentCalendar

Budget

Evaluation


Studio One Marketing Team Bios

RichelleBallengeraudiencedevelopment|floormanagerRichelleBallengerbringsexperiencetoStudioOneasareturningmemberofthemarketingteam.ThisseasonBallengerwillbeworkingasamemberoftheaudiencedevelopmentteamandasfloormanagerduringtheStudioOneliveproduction.AMinnesotanative,BallengerfoundherpassionforthecommunicationfieldatMinnesotaStateUniversityMankatoaftertakingacreativewritingclass.SheiscurrentlyasenioratUNDworkingtowardaB.A.incommunicationswithanemphasisinpublicrelationsandjournalismandaminorinpoliticalscience.AsamemberoftheNationalHonorSociety,aPeopletoPeopleStudentAmbassador

andaGirlScoutforovertenyears,Ballengerbringsavarietyofleadershipexperiencetothemarketingteam.ShehasbeenawardedtheBronzeandSilverAwardbytheGirlScoutorganizationandhasbeenabletoparticipateineducationaladventurestoAustraliaandEurope.SheisalsotherecipientoftheMarkCarlsonCommunityJournalismScholarshipandtheThomasDeatsMemorialAwardforExcellence.Whensheisnotworkingorstudying,Ballengerenjoysrelaxingwithherhusband,takingcareoftheirfreshandsaltwateraquariums,readingandlearningnewthings.

MeghanForneyaudiencedevelopment|greeter|graphics|photographerMeghanForneyisonthemarketingteamattheUniversityofNorthDakotaTelevisionCenter.SheisnewtotheStudioOneteamthissemesterandispartoftheaudiencedevelopmentteam.SheisaMay2009graduateofCrookstonHighSchoolandisajunioratUND.Meghaniscurrentlyworkingonadoublemajorinsociologyandcommunicationwithanemphasisinpublicrelations.ForneyhasalsobeeninvolvedintheKappaAlphaThetasororityoncampussinceshewasafreshman.Shehasheldmultiplepositionsinherhouseincludingsocialchair,VicePresidentofPanhellenicandmostrecentlyVicePresidentofPublicRelations.ForneywasalsoanomineeforthefutureGreekleaderawardwhenshe

wasafreshmanandwaschosenasarepresentativetoKappaAlphaTheta’sGrandConventionasasophomore.ForneyenjoysspendingtimeatthelakeduringthesummeranddoingPilates.

JennaHamannstudentmarketingdirector|E‐newswriter|tourguideJennaHamannisasenioratUNDpursuingadegreeinmarketing.Thisishersecondsemesterworkingwiththeteam.Shebringsmanagementandmarketingexperiencetotheproject.HamannistheBurtnessTheatreBoxOfficeManageroncampusandasalesassociateatBathandBodyWorks.HamannisfromBecker,Minn.whereshelikestospendtimewithherfamily.Whensheisn’tatStudioOne,studying,orworking,shecanbefoundwatchingCSIorplayingsoftball.


NickJohnsonWebdesignerNickJohnsonistheWebdesigneronthemarketingstaffofStudioOne.Hisresponsibilitiesincludeworkingasamemberonthemarketingteampromotingtheshowandhelpingtodevelopamarketingplanforthesemester.Also,asWebdesignerheupdatestheStudioOneWebsiteandhelpsdeveloptheSeasonSummary.Heiscurrentlyinhis3rdyearattheUniversityofNorthDakotaandisworkingoncompletingamajorinmarketingandminorsinSpanishandinternationalbusiness.HeisaMay2009graduatefromBuffaloHighSchool.

JohnsonhasworkedinavarietyofsettingsincludingaplasticfabricationplantandintheUNDChemistryDepartment.Heenjoyshangingoutwithfriendsandplayinghockeyinhissparetime.

MaddyMagnernewsreleasewriter|greenroomMaddyMagnerisinherlastsemesteratUNDandwillbegraduatingwithamarketingmajorandSpanishminor.Magnerbringsaninternationalperspectivetothemarketingteam.ShestudiedabroadinSpainduringspringsemester2010.Shealsohasavarietyofmarketingexperience.Shealsopromotesstudyabroadacrosscampus,workingasamarketingassistantintheStudyAbroadOffice.MagnerisanactivememberinStudentLeadersInternationalwhichisastudentorganizationthatpromotesandmentorsstudentsaboutthebenefitsofstudyabroad.SheisenjoyingbeinganewlywedandlooksforwardtograduatinginMay.

MirandaMarsaudiencedevelopment|stagemanagerMirandaMarsisonthemarketingstaffandthestagemanageratStudioOne.ThisishersecondsemesterinterningatStudioOne.Inhercurrentposition,herresponsibilitiesincludeworkingontheaudiencedevelopmentteamtorecruitpeopletoviewtheshow.Onshowdaysheisresponsibleforgivingtourspriortotheshowandmanagingthestagewhiletheshowisbeingfilmed.Sheworkedasasportsreporterandproductionassistantlastsemester.MarsisajuniorattheUniversityofNorthDakotawithamajorinmarketingandaminorinsportsbusiness.ShebringsavarietyofexperiencetotheStudioOnestaff.Shewastheassistanteditorofherhighschoolyearbookfortwoyearswhereshe

receivedtwowritingawards.ShewasalsoamemberofthestudentcongressteamatWestFargoHighSchoolandhasbeeninvolvedinsportsformostofherlife.Alongwithherloveforathletics,sheenjoystravelandhasbeenoutofthecountryover15times.


DylanReichstadtaudiencedevelopment|mediaproducerDylanReichstadtisacommunicationstudentattheUniversityofNorthDakota.HetakeshiseducationveryseriouslyandhasbeennamedtwicetothePresident’sHonorRollandthreetimestotheDean’sHonorRoll.HehasworkedwithInternetstartupcompany,Justin.tvforlessthanayearbuthasalreadyacquiredasupportTwitterfollowingofover5,000users.HealsohelpsdelivercontentandWebsitenewstoover100,000Twitterfollowersonthemaincompanyaccount.Dylanbringssocialmediaexperiencetotheteam,butalsoaneyeforphotography.Hehasbeenavideographerwiththeprogramforthreesemesters.Heunderstandsmultipleaspectsoftheprogramtostrategicallyincreaseitsaudience.

Reichstadtisadedicatedandenthusiasticperson.PhillippiDwainSparksJr.E‐newswriter|greenroomPhillippiDwainSparksJr.focusesonhowhecancontributetoateamaswellashissocialabilities.Thebeliefthatbeingincontactwithvariousindividualsonlyexpandshorizonsishisprimarytaglineoflife.Heisinvolvedinmultipleactivities.Fouryearsago,heandhismotherstartedanon‐profitorganizationcalled,“IAmM.A.D.AreYou?”Theorganizationfocusesonfunnelingthenegativeenergyinsocietytosomethingpositive.Healsoowns10%ofarecordinglabelcalled“PunchMonkeysRecords,”and15%ofaprivatelyownedstudiocalled,“12/29Studios.”Oncampus,heisabrotheroftheSigmaChiFraternity.ThemainreasonforchoosingtoattendUNDwashisfootball

scholarship.Throughthefirstsemester,hehascometorealizethepotentialsomeonecanattainfrombeingatUNDandstrivestomaximizeopportunities.

AshleyTrdannewsreleasewriter|tourguideAshleyTrdanisamarketinginternattheUniversityofNorthDakotaTelevisionCenter.SheplanstograduateinMay2012fromUNDwithacommunicationmajorandsociologyminor.AttheTelevisionCenter,Trdan'sresponsibilitiesincludebringingideastomarketingmeetings,givingtoursduringliveshowsandwritingweeklynewreleaseshighlightingtheupcomingshow.Shebringsleadership,organizationandexperiencetothemarketingstaffthissemester.TrdanhasthreesemestersexperiencewiththeStudioOneprogram.Shewasafeaturereporterandanchor.SheplansonusingherknowledgeoftheprogramtoeffectivelymarkettheopportunitiesthatStudioOnehastooffer.

Inadditiontoherinternshipexperience,shehasalsoheldvariousleadershippositions.Shewasthedirectorofpublicrelations,directorofcrews,vicepresidentofmembershipanddirectorofalumnaerelationsforUNDsororityDeltaGamma.TrdanisalsoinvolvedinGreekPanhellenicCouncilwheresheservesastheVicePresidentofRecruitmentandontheexecutivecouncilboard.TrdanlivesinGrandForks,NDwheresheenjoysspendingtimewithherfriends,dancingandlisteningtomusic.


Studio One Executive Summary

TeamDynamicStudioOne’s49thseasonmarketingteamiscomprisedofnineinterns:threemarketinginternsreturningfromtheprevioussemester,onepreviousco‐anchor,oneprevioussportsreporter,onepreviousphotographerandthreenewadditionstotheteam.

Theteamhasavarietyofbackgroundsfrompastinternshipswiththeprogram.Thedifferentperspectiveandknowledgeoftheotherteamscanhelptheteameffectivelycommunicatethevarietyofpositionswiththeproject.Thisdiverseteammayhelpcapitalizenewopportunitiesthatmayhaveneverbeenexplored.

TheFocusThisseason’splanworkstomaximizerecruitmenteffortsoncampusthroughstrategy.Theteamnarroweddownthetargetmarketfromthestudentbody.Themarketinggroupworkedtoidentifystudentsthatweremorelikelytoapplyforaninternshipthroughinternalandexternalsurveys.Fromthere,thetargetmarketwasbrokendownintodifferentsegments:majorandgradelevel.Theinformationwillbeusedtofocusonspecificclassesoncampustoorganizeclasspresentationsorsetupaboothduringthesurroundingtimesoftheclass.

ThefocusoftheteamisbackedbysurveydatacollectedfromUniversityofNorthDakotastudents.ThedatawillhelptheteamtailormessagestospecificstudentsthatwouldbeinterestedinStudioOne.Atthebeginningofthesemestertwosurveyswereconducted.OnewassenttotheentirestudentbodybyUNDstudentbodypresident,KylieOversen.ThissurveyaskedstudentsiftheywereawareofStudioOneandtheinternshipopportunities,ifaninternshipwasrequiredfortheirmajor,viewershipoftheshowandwhatStudioOneadvertisingoreventstheyhadseen.

Thesecondwaytheteamcollecteddatawasthroughaninternalsurvey,senttothestudentswhoareStudioOneinternsthissemester.Thequestionnaireaskedwhytheydecidedtoapplyfortheinternshipandiftheyhadanysuggestionsforimprovementstotheprogram.

ThemeInsteadofatagline,StudioOneisdevelopinganeye‐catchingthemetobringcohesionintothemarketingmaterials.Brandrecognitionisimportantandthelogowillremainafeaturedpieceinmaterials.Theprogramisadynamicopportunityforstudentstostandoutfrompeers.Theimageconsistsofaplainbackgroundtorepresent“everyoneelse.”Internscreatedoriginalgraphicstodevelopthetheme.Theplainbackgroundsetoffbythebightgraphicsillustrateeveryinternmakesadifference,standsoutandmakesanimpression.


Product Review | The Show

TheshowIn1986UniversityofNorthDakotastudent,TomBuehringandDirectorofTelevisionBarryBrode,developedtheconceptforStudioOne.Sincethefirstshowin1987,theprogramandindividualinternshavereceivedmorethan526regionalandnationalawards.Today,StudioOneisaninformationalweeklytelecastproducedbystaffandstudentsatUND.Eachshowisonehourandhasasimilarformattoothermorningnewsshows.StudioOnecanbeviewedbymorethan4.5millionhouseholdsincludingselectcommunitiesinNorthDakota,Minnesota,Michigan,Virginia,Wisconsin,ColoradoandSouthernManitoba.LocationandaudienceattendanceStudioOneislocatedintheSkalickyTechIncubatorontheUNDcampus.EachweekStudioOneproducesaliveshowthatisfreeforthepublictoattend.Beforetheshow,audiencemembersgetatouroftheTelevisionCenter.StudioOneinternshavetrackedattendanceoftheliveproductionoverthelastthreeyears.Theteamisnowusingthedatatoincreaseweeklyvisitors.UnderwritersStudioOneisanonprofitorganizationsupportedbyotherprogramsandnon‐profitassociationsinthecommunity.UnderwritinghelpsStudioOnekeepupwithtechnologicalchanges.Industrystandardequipmenthelpspreservethequalityoftheshow.Thetelevisioncenterproducesa30secondpromotionforunderwritersinreturnfortheirfinancialsupport.LegalstatusStudioOnewasregisteredwiththeUSpatentandtrademarkofficeonOctober12,2010.Partiesusingthetrademarkshouldbenotifiedoftheregistrationandshouldincludeinanysuchstatementoftheeffect:STUDIOONEisaregisteredtrademarkoftheUniversityofNorthDakotaandisusedwithpermission.

4300JamesRayDr.Stop7307GrandForks,ND58202Ph.(701)777‐4346Fax:(701‐777‐4342Email:[email protected]:Founded:1986Employees:8Season49Interns:35Non‐ProfitStaff:BarryBrodeDirectorofTelevisionandRadioStephanieFlygerStudioOneNewsDirectorSuzanneIrwinDirectorofMarketingMonteKoshelStudioOneExecutiveDirectorScottLimaProductionManagerDaleRickeChiefEngineerLoriShaferBudgetSpecialistMarvLeierDirectorofCreativeServicesSeason49StudentDirectors:KatieFletcherProducerJennaHamannMarketingDirectorDerekKorczakDirectorJonSchaefferAssistantNewsDirectorUnderwritersUNDAlumniAssociationUNDCollegeofBusinessandPublicAdministrationTheEnergyandEnvironmentalResearchCenterUNDGraduateSchoolUNDDepartmentofOccupationalTherapyUNDSchoolofEngineeringandMinesUNDSchoolofMedicineandHealthSciencesUNDWomen’sCenterClosedCaptionunderwriters:NDADLISTENCenter


Product Review | The Internship

StudioOneoffersinternshipandvolunteeropportunitiestoUniversityofNorthDakotastudentsofallareasofstudy.Internsandvolunteersgainhands‐onexperienceinaprofessionalenvironment.Studentsworktogethertoproduceaweeklyshow.Theteamsinclude:news,programming,production,marketing,weatherandgraphics.Thenewsteamincludesreporters,photographersandanchors.Thisteamisresponsiblefortwonewssegments,interviewsandproducingtwosportscastsforeachliveshow.Theprogrammingteamproducesfeatureandentertainmentstoriesanddevelopsguestsforeachshow.Theproductionandgraphicsteamaretrainedtooperatehightechcomputerequipmenttocreatevisualimagesforeachshow.Eachteamalsoplaysaroleintheliveproductionofshowbyoperatinglightsandcameras.TheweatherteamsworkswiththeUNDAerospaceNetwork(ASN)televisionfacility.Weatherreporterswrite,shootvideos,editfootageandanchorweatherrelatedstoriesfortheliveshow.

*Hours generated with help from Lori Shafer‐ Internship Coordinator

Director&Producer

OtherTeams

Reporters

Anchors

‐News‐ Sports‐ Weather‐ Co‐ Anchor

42hoursperweek

‐AssistantNewsDirector‐Marketing Director‐Assistant Producer‐Producer‐AssistantDirector‐Director

96hoursperweek

‐ News‐ Sports‐ Feature

108hoursperweek

‐ Weather‐ ProductionCrew‐ Marketing‐ WebDesigner‐ GraphicDesigner‐ Photographer

208hoursperweek

AnchorsDirectors&Producers

Reporters OtherTeams


Alumni StudioOnehashadover700internsworkwiththeprogramsince1987.Manyalumnisaytheiropportunitiesandskillsdevelopedduringtheirinternshiphelpedthemsucceedintheircurrentcareers.Did your internship at Studio One help you

get a job after college?*

Did you use your Studio One experience and other alumni as a networking tool?*

Manyalumnihavetakentheirmediainternshipexperienceintoavarietyoffields.

*Information taken from spring 2012 alumni survey

Studio One Alumni Careers*

Communications Advertising&Marketing Television&Broadcasting Business

TVMeterologistTVDirectorTVProducer

PublicRelationsManagerPublic RelationsSpecialistCommunityRelationsJournalist

DigitalMarketingConsultantAdvertising

HumanResourcesBusiness Manager

9%

41%25%

25%


Telecast Market Review

Themarketingteamusestelecastmarketdatatodeterminepotentialviewersandidentifywheretheprogramcouldexpand.ThedatawasgatheredbycontactingcurrentStudioOnemarkets.Themarketingteamplanstolookforopportunitiestoexpandinothermarkets.

StudioOneisfundedandsupportedbyitsunderwriters.Providingstatisticstosupportershelpsmotivatefundingforexpansionintonewmarkets.Underwriterfundingallowstheinternstouseindustrystandardequipment.

Potentialmarketgrowth

TheUniversityofNorthDakotastudentsareanassettotheprogram.RecognizingwherestudentsarefromallowsStudioOnetoreachdifferentmarketsandpotentialundergraduates.ThedatabelowshowstheenrollmentdataforTheUniversityofNorthDakota.

Enrollmentaccordingtothe2011‐2012UNDStudentBodyProfile:

Location EnrollmentnumberNorthDakota 6,041Minnesota 5,038OtherStates 2,559Canada 147OtherCountries 912

Total=14,697


North Dakota marketsBismarck‐Mandan:DakotaMediaAccessBismarck,ND‐Channel12

Monday@5pm

Dickinson:ConsolidatedTelcomDickinson,ND‐Channel18

Monday@7amand9am

CityofFargoFargo,ND‐Channel99

Tuesday@7:30pmThursday@2pm

PrairiePublicTelevision All of North Dakota, most of western MN from MB

border to 50 miles south of Wahpeton ND. East as far as Roseau in the north and Alexandria in the south.

About 490 miles into eastern Montana. Also most of southern Manitoba including Winnipeg and Brandon and a small part of Saskatchewan.

Channel13.1

Saturday@6am

DakotaCentralTelecommunicationsJamestown,ND‐Channel17

MondaythroughFriday@12pm

MinotStateUniversity:KMSUMinot,ND‐Channel19

Monday@2pmTuesday@3pm

NorthwestCommunicationsCooperativeRay,ND‐Channel17

MondaythroughFriday@7pm

OakesHighSchoolSRCTC‐OakesOakes,ND–ChannelTBA

Wednesday@7pm

Out‐of‐state marketsSuburbanCommunityChannelsWhiteBearLake,MN‐Channel18

TBA

MetroCableNetworkMinneapolis,MN‐Channel6

Wednesday@10:30amThursday@10:30am

HerndonCommunityTelevisionHerndon,VA‐Channel23and28

Tuesday@8amand7pm

TCCTVWhitehall,WI‐Channel18

TBA

MICommunityMediaWBRWTVWashington,Romeo,Bruce,MI‐Channel6

TBA

Deproduction:denverevolutionDenverColorado–ChannelTBA

Monday@11am

CableChannel19:DCTV‐17ColoradoSpring,CO‐Channel19

Friday@5pm,Saturday@4pmSunday@7pm


Target Audience | UND Community

ThissectionofthetargetmarketfocusesonidentifyingpotentialapplicantsthataremostlikelytoapplyforaninternshipwithStudioOne.Withinthetargetmarketthereareseveralsub‐segments.Eachofthesesub‐segmentshasdifferentcharacteristicsandwillrequireuniquemarketingstrategies.

RecruitmentTargetAnalysis

EachsemesterStudioOnesendsoutasurveytotheUNDstudentbody.Thissurveyservesasmarketresearchandaddressestwomainpoints:student’sattitudestowardinternshipsandoverallawarenessofStudioOne.Student’sattitudestowardinternshipsareimportanttoconsiderwhenrecruitinginternshipapplicants.

Thisgraphshowswhenmoststudentsplantoapplyforaninternship.AccordingtotheUNDstudentsurvey,48%ofstudentsplantoapplyforaninternshipbythetimetheyreachseniorstatus.(seegraphbelow)Therefore,StudioOnewillfocustheirmarketingeffortsonstudentswhoareoffreshman,sophomoreandjuniorstanding.(Studentswhoarefreshmanthisspringwillbesophomoresbynextsemesterandmorelikelytoapplyforinternships.)

Basedonthesurveyresultsandthedatacollectedfromcurrentinterns,wehavecreatedsegmentedgroupsoftheUNDstudentpopulationthathavethehighestpotentialtoapplyfortheinternshippositions.BysegmentingthetargetmarkettheStudioOnemarketingteamcanreachstudentswiththemostpotential,meaningwecanstrategicallytargetthemostlikelyapplicantsand

Target audience

UND freshman,

sophomore or junior

In a field related to

one of the six teams at

Studio One


notwastetimeorresourcesonstudentswhoareunlikelytobenefitfromtheinternship.

ThetargetmarketpotentialfortheinternshipprogramatStudioOneistheUNDstudentpopulation.TheStudioOnemarketingcan’teffectivelydeliveritsmessageacrosssuchabroadaudience,sowewillsegmentthepopulationsoonlylikelycandidateswillbetargeted.BecauseofdatacollectedinsurveyswearespecificallytargetingstudentsatUNDthatareoffreshman,sophomoreorjuniorstanding,which,accordingtotheUNDstudentprofile,thereare7,899.Thisisabout54%ofthetotalUNDstudentpopulation.

Wearefurthersegmentingthisgroupof7,899studentsintoseparatesegmentsbasedontheirmajors.MostapplicantsforStudioOneinternshipsarepursuingmajorsincommunications,management,marketing,entrepreneurship,graphicsdesignandatmosphericscience.Thesemajorsarethemostrelevanttothe6teamsatStudioOne:Marketing,Production,Programming,News,GraphicsandWeather.Eachteamwillbetargeteddependingonthemajorthatismostrelevant.

PastStudioOneinternshavehadmajorsin:

The marketing team will focus on pursuing students with lower than senior standing and with majors in

communications, management, marketing, entrepreneurship, graphic design and atmospheric science.

Management2%

Entreprenuership2%

Undecided3%

English2%

Aviation2%

Meterology3%

Graphic Design5%

Atmospheric Science10%

Marketing16%

Communication55%

Majors of Past Studio One Interns*majors with less than 1%

are not shown


Target Audience | Grand Forks Community StudioOnehasatargetaudiencethatincludesthegreaterGrandForkscommunity.ThisaudienceisimportanttoStudioOnefortworeasons:

1) Thisgroupofpeopleconsistsofstudents,eitherhighschoolorcollege,whocouldberecruitedforinternships.

2) Withinthisaudiencemembersoftenwatchtheshoworattendaliveproduction.

Thegraphillustrateshowpeoplefromthesurroundingcommunityfoundoutabouttheshow.TheinformationistakenfromanaudiencedevelopmentsurveydoneforSeason48.


Secondary Audience ThetargetaudienceofStudioOneincludesasecondaryaudienceofindividualsoutsideoftheGrandForkscommunity.SinceStudioOneistelecasttoavarietyofmarketsindifferentgeographicregionstheprogramisabletoreachadiverseaudience.ThisspecificaudienceisimportanttoStudioOnebecauseitprovidesawaytoattractstudentstotheUniversityofNorthDakotaandtheStudioOneprogram.ThesecondaryaudiencealsoallowstheunderwritersofStudioOnetogainnationalandpossiblyglobalexposure.ThegraphillustratestheWebtrafficgeneratedbythetargetandsecondaryaudiencesoverthepastyear.StudioOneutilizesGoogleAnalyticstotrackWebvisits.


S.W.O.T. Analysis

S.W.O.T.isananalysisputtogetherbytheMarketingTeam,evaluatingthefourareasofstrengths,weaknesses,opportunities,andthreatsoftheprogram.

Strengths

StrengthsaretheinternalattributesthatgiveStudioOneanadvantageoverothersintheindustry.StudioOnehascontrolovertheseattributesandwhencarefullyanalyzed,canbehelpfulindeterminingstrategiesandobtaininggoals.Wehavecarefullyanalyzedthisareainourorganizationandfoundkeycomponentsthatgivetheprogramuniqueadvantages.Below,strengthsaffectingtheinternshipwillbeinredandstrengthsimpactingtheTVshowwillbeinblue.

Hands‐onexperienceo Internsworkwithfulltimestafftocreateoriginalwork.o Studentswrite,editandproduceallsegmentsoftheshow.o Internsworkinaprofessionalenvironment.o Programiswellorganizedwithestablishedroutine,deadlines,workflow,and

clearexpectations. Stateoftheartfacilityandequipment

o Equipmentusedtotalsover$2million.o Technologyisindustrystandard.o Thistechnologycanhelpattractanaudience.

Teamworkethico Organizationalculturepromotesinternsworktogethertomeetdeadlines

andcreatequalitywork.o InternsmustworktogetherwithineachteamandtheteamsofStudioOne

mustworktogetherforashowtoaireachweek. Marketresearch

o Marketingresearchisconductedthroughoutthesemester.o SurveysaresenttoexistingStudioOnemembers,UNDstudentbodyand

StudioOnealums.o Themarketingteamkeepsrecordsofpastsemester’ssuccessesandfailures.o WebAnalyticsisusedtotrackonlinemediums.

Helpmarketingteamtrackthetraffic&popularityofitssitesincluding:

YouTube Studio1.und.edu Twitter


Facebook

This chart shows how students on campus watch Studio One. It is important to know the viewership trends of the target audience. Results from spring 2012 survey sent to UND students.

Resumebuildero Helpsgraduatesdistinguishthemselvesinacompetitiveworking

environment.o Internshipallowsstudentstolearninavarietyofpositions.

Professionalenvironmento Thereisanestablishedroutine,aswellasdeadlines,workflow,andclear

expectations. Varietyofinternshipopportunities

o StudentsfrommanymajorscanfindStudioOnerelevanttotheirfieldofstudy.

Volunteeropportunitieso AnystudentatUNDcanparticipateinStudioOneasavolunteer.

Competitiveprogramo Studentshavetoapplyforpositionswiththeprogram.Thishelpsensure

studentswanttobeintheprogramandthattheywillbeagoodfitfortheinternship.

Budgetallowanceo TheStudioOnemarketingteamhasanallocatedamountoffundsforevents

andpromoitems.FundinghelpsincreaseexposureofStudioOneandincreasespotentialformoreviewersandapplicants.

Continuityo Theprogramhasconsistentfocusthroughsolidleadership.o StudioOnehasthesameexecutivedirectoraswhenprogramwasfounded.

Nationalappealo StoriesappealtoaudiencesacrosstheUS.o Increasespotentialforfutureaudience.o 16channelsacrosstheUSandCanada

iTunesUPodcasts


YouTubechannel Studio1.und.edu

Experiencedstaffo Internshavetrainingforpositions.o Staffserveasmentorstointerns.o Staffhasawidevarietyofmediaexperience.

UNDaffiliationo UNDprovidesfundsneededtosupporttheprogram.o ProvidesaccesstoUNDstudentsandfaculty.

Award‐winningprogramo IndividualinternsandtheStudioOneprogramhavereceivedmorethan565

regionalandnationalawards.

Weaknesses

Weaknessesareinternalfactorsthatcanhindertheteamachievingitsgoals.Theyarecharacteristicsthatplacetheprogramatadisadvantagerelativetoothers.Weaknessesarealsoaspectsthattheprogramhascontrolover.Weaknessesthatimpacttheinternshipareinred.Weaknessesthatimpactthetelevisionsshowareinblue.

Unpaido Financiallycompensatingstudentsforthecontenttheyproducewillreduce

theneedforpart‐timejobs. Notaco‐op

o Duetotheprogrambeinganunpaidinternship,StudioOneisexcludedfromtheUNDcareerservicesdirectory.

Timeconsumingo Internsareassignedvariousprojectsthatcaninterferewithother

organizationsorcoursework. Competitiveapplicationprocess

o Wellqualifiedstudentsmaynotbeacceptedforaninternshippositionbecauseofthecompetitiveprocess.

Limitedinteractionbetweentheteamso Teamsworkasindividualunitsratherthanonelargeteam.

Limitedstaffandequipmento Thenumberofstaffandequipmentresourcesavailabletointernsdirectly

affectsteamsizes,availabilityandworkload. Limitedbudget

o StudioOneoperatesunderatightbudgetdeterminedbytheUNDTelevisionCenter.WhentheTelevisionCenter’sbudgetisreduced,StudioOneisdirectlyaffected.


Limitedawarenesso Ourresearchshowsthat17%ofpeoplesurveyedareunfamiliarwiththe

program.ThesestudentsareunawareoftheinternshipopportunitiesStudioOneoffers.

Programscheduleo Newcontentisproducedandairedweeklybasedontheacademicschedule,

whichpreventstheshowfromhavingaconsistentweeklyviewership.Thebreaksinthetelecastschedulecreatepotentialforviewerstobecomeconfusedwhentheshowplaysorloseinterestalltogether.

Opportunities

OpportunitiesinaSWOTareexternalfactorsthatthemarketingteamcanusetoitsadvantage.Theseareaspectsthattheprogramhasnocontrolover,butcanpositivelyimpactinternshiprecruitmentandpromotionoftheshow.Opportunitiesimpactingtheshowareinblue.Factorsthatimpacttheinternshipareinred.

Socialmediao Socialmediaisanopportunitybecausethemarketingteamcanproduce

mediathatiseasytoshare.Butitdoesnotguaranteethatitemswillberedistributed. Facebook

Videosfrommarketingandcommunityevents. Reporter'sindividualstorieshaveone‐click“share”buttons. ThereareadvertisingopportunitieswithFacebook. Photosofalumni/currentinternscanencourageinteractions.

Twitter

Postupdatesaboutstoriesandevents. Postpicturesfromshowdayandotherevents.

YouTube Storiescanbesharedandsearchedforthroughthismedium.


Networkopportunitieso Studentscancontactpreviousinternsforjobopportunities

Academiccredito Internshavetheopportunitytoreceivecreditforinternship.Itisan

opportunitybecausestudentsareeligibleforcreditdependingondepartmentapprovalandacademicstanding.Theprogramdoesnothavetheabilitytoguaranteestudentscreditforwork.

Communityserviceo InternscangetinvolvedintheGrandForksCommunitybyvolunteeringand

spreadingthewordaboutinternshipsandshowbygivingbacktotheneighborhood.

Campusopportunities

o 21%ofthestudentsliveinResidenceHalls.o Enrollmenthasbeenincreasingformorethan3years.

TheUniversityofNorthDakotahasmorestudentsthaninpreviousyears.

o 54%ofstudentsarebelowseniorstatus.o StudentorganizationscanhelppromoteStudioOne.

NightLife,StudentAmbassadors,GreekLifeo Majors

45%ofundergraduatesareMarketing,Communication,Entrepreneurship,EducationandManagement.

Thesemajorsaremorelikelytoapplyforinternships.o Someteachersofferextracredittostudentswhoattendtheshowo Sendingoutsurvey’stolearnabouttargetmarketsandalumni.o Hallfloormeetings

ThereareopportunitiestogivepresentationstotheResidenceHallstudentseducatingthemaboutStudioOne.


Threats

ThreatsarenegativeexternalfactorsthataffecttheStudioOneprogramfromachievingitsgoals.Theyarealsosomethingthattheprogramcan’tcontrol.Threatstothetelevisionshowareinblue.Threatstorecruitmentareinred.

Telecastchannels‐StudioOneisshownduringpoortimeslotsonlowviewershipchannels.

StudioOnehasaninconsistentdomainnamebetweenonlinemediums,whichcanmakebrandingdifficult.ThereareotherorganizationswiththenameStudioOne.

Location‐StudioOneislocatedontheWestsideofcampuswherestudentsarelesslikelytovisitasoftenasotherpartsofcampus.

StudioOneinternsfacechallengesinpromotingothermarketswheretheprogramairs.

Studentschedules‐Manycollegestudentswork,participateinorganizationsandhaveafulltimeclassschedule.

Somemajorsdon’trequireaninternship.Do you need internship credit for your degree?*


What year in college do you plan to apply for an internship?*

*All data was taken from a spring 2012 survey developed by Studio One marketing interns and sent out to UND students though Student Government

Inorderforstudentstoreceivecredit,certainmajorsrequirespecificacademic

standing,whichcandiscouragethemfromapplyingearlier. Thereisacapontheamountofcreditsaninterncanreceive. Studentsbelievetheyneedmoreexperiencebeforetheyapply. Facultyworkwithstudentsbutdon’tknowalotabouttheStudioOneprogram. SomestudentsthinkthatStudioOneoffersonlyinternshipsforstudentsinterested

inacareerintelevision. Thefearofrejectioncandiscouragestudentsfromapplyingfortheinternship.


Goals and Strategies Themarketingteamdevelopedgoalsandstrategiesforthespringsemester.Goalsareaquantifiableobjectivethatcanbeevaluatedattheendofthesemester.Strategiesarewaysthemarketingteamwillworktocompletethegoal.Recruitmentgoal70applicants:

Classpresentationso Focusongeneralstudies,FreshmanandSophomoreclasses,100o Communicationclasses

Themarketingteamwilltalkaboutthestrengthsoftheprograminpresentations.Studentsvaluehands‐onexperience,highqualityequipmentandhavingtheopportunitytoexperienceavarietyofpositions.

o 45%entrepreneurship,management,marketing,communication(opportunity)

o Themarketingteamusessign‐upsheets,hand‐outsandvideosabouttheteamswhengoingtoclasspresentations.Ifastudentsignsup,themarketingteamfollowsupwithanemail.

Boothso Strategicplacementofboothstoreachourtargetaudience.o Themarketingteamhasaprizewheeltouseatboothstoencourage

interaction. TherehasbeenincreasedenrollmentontheUNDcampus.ByStudio

Oneinternsbeingoncampus,therearemorechancesthattheprogramwillgainmoreexposure.Therearemorestudentsoncampuswhichcouldleadtomorepotentialapplicants.

Promoitemso Themarketingteamwantedtobuypromoitemsthatpeoplewoulduse.Also,

prizesatboothsgivepeopleincentivetoparticipate.Thefollowingisalistofseasonpromoitems: cankoozies stickers magnets slingbags

Coffeesleeveso Themarketingteamwillputnearly2,000stickersoncoffeesleeves.This

promotionhelpsbuildbrandandinternshipawarenessoncampus. Caribou Stompinggrounds

TableTentso Promoswillbeplacedaroundcampusdiningcenters,includingTerrace,

WilkersonandSquires.


Posterso Posterswillbehungoncampustogeneratebrandandinternshipawareness.o Posterswillbedistributedpromotingattendingtheshowafterthe

recruitmentdeadline. NightLifeorCampusEvent

o ThemarketingteamplanstohelpwithaNightLifeeventorcoordinateabiggercampusexperience.

DormMailingo Themarketingteamplanstodistributesmallcandybarstoresidenthall

mailboxespromotingtheinternship. NominationForms

o Theteamwillfollowupwithnomineestoencouragethemtoattendashowandanswerquestionsaboutinternships.

Studentorganizations,offeringtospeaktoorganizationmeetings:StudentAmbassadors,tourguides,Hallmeetings,etc.

T‐shirtdaysStudioaudiencegoal20audiencememberspershowo MakeshowdateseasytofindonWebandsocialmediasites.o Workwithteacherstoofferstudentsextracreditforattendingproduction.o Developpostersthatpromotecomingtotheshowtobeusedafterrecruitment

deadline.o WorkwithUNDhousingtocoordinatestudentsattendingashowforafloorevent.o Contactgroupsororganizationthatwouldbeinterestedintheshow:

Areahighschools Nursinghomes GirlScouts(older) GreekLife Athletics Homeschoolgroups Internationalstudents Friendsandfamily Engineeringstudents SchooloftheBlind Areaclubs ISBclasses

o Radioappearance Themarketingteamwillcoordinateseveralappearanceswithlocalradio

stationstopromotetheshowandinvitinglistenerstoaliveproduction.Fromsurveys,radioeventsareusefulingainingrecognitioninthecommunitybutnotasaneffectiverecruitmenttool.


TVandInternshipPromotionGoalso 10newsreleaseso 35hometownnewreleaseso 10articlesorstoriestosendtoUNDWebteam(videosandprintscript,E‐News)Communityservicegoals2civicevents

FoodDriveo ThemarketingteamwillholdafooddrivecontestbetweentheStudioOne

teams.Foodwillbedonatedtoalocalshelter. TheBigEvent

Socialmediagoals10%FanincreaseonFacebook.(71newfans)

askingyourthoughtsquestions postingphotos trivia/contests postinternvideos(behindthescenes)‐stories

30%Twitterfollowerincrease.(46newfollowers)20%YouTubeviewershipincrease.Lastsemester,thechannelhad6,464views.Thegoalwouldbetobringupthenumberby1,293viewsforatotal7,757viewsforsemesterJan‐May.

Postallstoriesonline Sendreporterslinkstostories RelevantstorieswillbesenttoUNDwebteam Tagstorieswithkeywordstoincreasevisibility

InternalGoals

5ormoreinternalnewsletterswillbedevelopedbythemarketingteamtobuildsynergybetweentheteams.Thebi‐weeklynewslettercouldincludethefollowingitems:

o Highlightthe“wordoftheday”fromthatweek’sshowo ROE‐bioo BoardofDirectorscommentso Calendar(upcomingevents)o YourThoughts(ex.worstV‐daypresent)

2guestspeakerso Networkingopportunityo AlumniareastrengthoftheStudioOneprogram.Alumnithatcanpresentto

currentinternswillhelpthemlearnaboutthejobmarket.o Guestspeakerscoulddevelopintoarecruitmentevent.

2internaleventso AppsthenBingoafterashow.o BBQ‐ReadingandReviewday(May5).

Action Plan | Recruitment Calendar OurPlan‐Thisisourscheduleofmarketingeventsforthesemester.Thisincludes:boothsaroundcampus,datesfortabletents,StudioOneT‐Shirtdays,andtheapplicationdeadline.OurStrategy‐Wecameupwiththisscheduleforoureventswithveryspecifictargetmarketsinmind.Weplannedourboothlocationandtimesdependingonthemajor/agelevelofthestudentswewantedtotarget.Thiswasmainlydecidedbytheclasstimesofthosestudents.

February 2012

Sun Mon Tue Wed Thu Fri Sat

5 6 7 8 9 10 11 Display case

Memorial Union Marketing Presentation

12 13 14 15 16 17 18 CoffeeSleeves

TableTents (13th‐15th)

BoothO’Kelly10:30‐12:45pm

BoothGamble8:45‐11:15am

19 20 T‐ShirtDay21 22 23 24 25 BoothGamble

10:30‐12:45pmTheLinkBooth12:30‐2:30

26 27 28 29

TableTents(27th‐29th)

BoothSquires11:30‐1pm

March 2012

Sun Mon Tue Wed Thu Fri Sat

1 2 3 BoothMemorial

Union11‐1pm

4 T‐ShirtDay 5 6 7 8 9 10TableTents(5th‐7th)

BoothMemorialUnion11‐1pm

APPLICATIONDEADLINE

Other dates: Guestspeakers

‐ DerekWalters–March20‐ JennaPierce–March27

Communityevents‐ Fooddrive(afterrecruitmentdeadline)‐ TheBigEvent–April21

InternalEvents:‐ Dessertsocial–April12‐ EndofSeasonBBQ–May5


Budget

Belowexplainnshowthemarketingteamplanstospendfundsoverthespringsemester.

Marketing Team Budget Item Quantity Cost

Drawstring Bags 75 216.25 Stickers 2500 48.4 Can Koozies 300 187 Binders 30 Long Distance 10 Supplies 50 Duplicating 350 Magnets 300 57.79 Total 949.44 Original budget 1510 Extra 560.56


Evaluation

Evaluationsareanimportantwaytoidentifyeffectivemarketingstrategies.Belowisanoutlineofhowtheteamplanstoevaluatetheireffortsoverthespringsemester.

CampusSurveys

TheStudioOnemarketingteamhastheabilitytosendasurveytotheentireUNDstudentbody.WehavedonethisforthepastfoursemestersthroughaUNDStudentGovernmentemail.ThesesurveysallowustoaskawidevarietyofquestionsaboutStudioOnetodifferentdemographics.Theyhelpusbetterunderstandstudentprioritieswhenlookingforinternships,andifthestudentneedsaninternshipfortheirmajor.

InternalSurveys

Themarketingteamwilluseinsightfromotherteamswhenputtingtogetherthemarketingplan.Thisisvitalbecauseinternsonotherteamshaveuniqueexperiences.Thisfeedbackwillhelpthemarketingteampromotetheopportunitiestostudentsinterestedinthatspecificteam,andtheoverallexperiencethatStudioOnehastooffer.

AlumniSurveys

ObtaininginformationfromStudioOnealumnihelpsthemarketingteampromotetheinternshipopportunitieseffectively,assomestudentsmaynotwanttopursueacareerintelevision.Bysurveyingouralumni,weareabletoseethevarietyofoccupationsalumnicurrentlyhold.ThisinformationhelpsstudentsrealizethenetworkingpossibilitiesworldwideandhowStudioOnehashelpedouralumniaccomplishtheircareergoals.Byevaluatingthecareerpathsofouralumni,weareabletoeffectivelypromoteopportunitieswiththeprogram.


AudienceDevelopmentMeasurement

Ashortsurveywillbegiventothosewhoattendaliveshowtodeterminehowtheyfoundoutabouttheproduction.ThisinformationwillbeorganizedintoaGoogleDocsformattoeffectivelyfindsourcetrendsthatbringinanaudience.

Analytics

Google,YouTube,andFacebookofferanalyticalinformationthattracksthebehaviorofourviewerswhenvisitingtheStudioOneWebsite.Throughanalyticswecanseehowlongaviewerspendsonapageandhowtheyarrivedtothatpage.

Genderdemographicsprovideinformationastowhatkindofvideosappealtospecificgenders.Withthisinformation,wecanbetterunderstandouraudience’sinterests,andinresulteffectivelytailorourstoriestothataudience.

GooseCall MTVrealityshowcontestantKellySanders

Analyticsalsoprovideskeywordinformation.ThistellsuswhatviewersaresearchingtofindtheStudioOnewebsite.Thiswillhelpuseffectivelytagourcontenttoensureitisaccessibleandeasytofind.

Analyticsisameasurablewaytogettoknowouraudience.

studio one season 49 marketing plan

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