Hi. We’re Agency X.

1. Hi. We’re Agency X.

2. So, what’s the challenge? Ease-of-use Awareness Perception

3. Insight “The J-school students are curators of content.” • Autonomous • Rule rewriters • Demand personalization

4. So, what does this mean? Our solution… Ditch The Box Perception Ease-of-use Awareness Perception Awareness Personalized Ease-Of-Use Personalized

5. How does it work? *Ease-of-use and personalization *Awareness and perception

6. Phase 1: Make-over Co-creation Mentor Program New Website Giving them an easier way to get the information they need Providing them with peersupport Allowing students to have a voice

7. Phase 1: Ambassadors as co-creators

8. Phase 1: Mentor Program

9. Phase 1: Website

10. Phase 1: Website

11. Phase 1: Overview MENTORS CO-CREATION WEBSITE Personalized Education

12. What will get people’s attention? #ditchthebox

13. Phase 2: Guerrilla Campaign Mock ups

14. Takeaways Increased awareness on campus Change perception to innovative education Raise buzz and interest

15. Thank you!

16. Appendix

18. HELPFUL HARMFUL • WEAKNESSES • Brand awareness off campus • Communication between J-School and students • Not being able to take J-School courses sooner/ability to dabble • More technical training than cultural training when people want a global perspective • J-School advising and academic advising for double majors • Name and perception of journalism • J-School lacks in international focus • Limited study abroad opportunities for majority of the tracks • STRENGTHS • Preparation for careers • Caliber of students compared to the rest of the university • Perceived as creative and put-together • Perceived as impressive for job interviews • Close relationships between students and professors • Teamwork environment • Perceived as teaching very marketable skills when job searching • Perceived as a holistic approach but also generalized as expert • Professional training all under one roof • Enrolled students love the school INTERNAL ORIGIN • OPPORTUNITIES • Communication between students and school is mediocre • Have the tools necessary for excellent communication, but can be used more effectively than they are now • The J-School is known as a top journalism school but only if you’re actively looking • People want more global communications classes • Marketing career services/advising, especially for double majors • More workshops for career planning • THREATS • Competitive J-Schools/majors have more distinction because they’re more well-known • The word/profession of journalism may seem outdated • Business School offers a lot more resources to students • Business School application process makes them seem more prestigious EXTERNAL ORIGIN

19. Introduction Interaction Influence Intimacy • - Website • Tours • Google • Internet Searches • College Reviews • - Website • Tours • Google • Internet Searches • College Reviews • Website • Student Opinion • Google • Internet Searches • - Website • Tours • Student Opinion • Google • Internet Searches Current Performance Current Performance Current Performance Current Performance • Courses taken • Clubs and extracurricular • Publications • Speakers • Symposiums • Online (website, Google) • Direct contact with the school • - WOM and reviews • Teamwork • Career services • J-School Ambassadors • Scholarships • Extensive alumni network • Career Prep • Networking trips • Awards (student and faculty) What to Track What to Track What to Track What to Track

20. Competitive Brand Perception Map Weak Strong Brand Innovativeness Online Innovativeness Share of Buzz Unaided Awareness Active Advocates Map Key: School of Journalism and Mass Comm. Kenan-Flagler Department of Communication Studies Political Science Economics

21. Tracking Social Radar Google Analytics

22. Budget Allotment 70%: Platform ($35,000) 30%: Paid and earned ($15,000)