MelBaptista

LydiaHarris
KarmiyaFarber
HeleneFlittie
LizaLaBossiere
PLANProposal
Comm281

ExecutiveSummary:
OurgroupdecidedonthreedifferentdeliverablestocreatefortheCatherinePadenand
theSimmonsPLAN.WelovedtheconceptoftheBostonCourse,anddecidedthatwasthe
aspectwewantedtofocuson,becauseitissouniqueandbecauseitwouldallowanalmost
immediateusageofourplan.Thefirstaspectwewillcreateisahashtag(ourgroupwas
thinkingeither#MySimsMyBostonor#MySimmonsMyBoston)thatstudents,professors,andthe
collegewouldusetogroupandtrackpostsandphotosmadeabouttheBostonCourse.The
secondwillbeacommunicationsplanthatwilloutlinewhattousethehashtagfor(ie:tweets,
photos,andpoststhatexplainwhatvariouscoursesarecovering),howtoinvolvecurrent
students,professors,prospectivestudents,SimmonsAmbassadors,andhighschoolguidance
counselors(tonameafew),andwhatwouldberequiredtohelpenforcetheusage.The
communicationsplanwillalsotouchuponthefinalpartofourdeliverable:the1SecondEveryday
video.Thisvideowillutilizephotosandvideosnippetsthatstudentspostusingthehashtagto
createavideothatgivesanoverviewofwhattheBostonCourseslookedlikeduringanygiven
semester.OurthoughtwasthatSimmonscouldusethisvideoonsocialmedia,aswellasin
admissionstohelpraiseawarenessaboutboththecourseandthecollege,andstartabigger
conversationaboutPLAN.

TheBrand:
ThecurrentSimmonsbrandisallabouttakingyoureducationintoyourownhandsand
moldingitintosomethingofyourowncreation.ThebrandstatementYourMoment.YourMove.
YourSimmons.allowsstudentstofeelasiftheyhavecontrolovertheirtimeatthecollege.
Simmonswantstocreateleaderswhowilltakechancesandmakeadifference,andthatbegins
byhavingabrandthatsupportsthat.

TheCompetition:
SimmonsCollegecompetitorsaretheneighboringliberalartschoolsandwomens
collegeslikeEmmanuel,StonehillandMountHolyokeaswellasthelargerstateandprivate
schoolslikeUNH,UmassAmherst,BostonUniversityandNortheastern.Simmonsisdifferent
fromitscompetitorsbecauseofitslocationintheheartofthecity,itswomen'sonly
undergraduatepopulationanditssmallstudentteacherratio.ThenewSimmonsPLANwillset
apartthecollegefromitscompetitionbyimmersingthestudentsintobostonandcreatinga
classroomoutofthecity,allowingitsincomingclassestotakefulladvantageoftheirnewhome
fortheirneweducationalstepinlife.

Whattheprojectis(situationalanalysis):
Forourproject,wevedecidedtocreateahashtagthatstudentswillattachtovideosand
picturesthattheypostonsocialmediaincludingInstagram,FacebookandTwitter.Eventually,
wewilltakethesepicturesandtakeonesecondclipsfromthevideosandputthemtogetherina
promotionalvideo.Wearealsomakingacommunicationsplanasaguidelineforthefacultyand
staff.

Whyareyoudoingit?:
ThebusinessobjectiveofthePLANsocialmediaprojectistogeneratemoreinterest
withintheprospectivestudentaudienceforthenewSimmonsPLANandespeciallytheBoston
Courses.ThiswillhelpSimmonsCollegewithoneofitsmainobjectives,newstudentrecruiting.
HavingfirstyearswhoarecurrentlytakingBostonCourseshelpingtogivesecondlongfootage
forthe1SecondEverydayvideowillgetthesestudentsmoreexcitedaboutandmoreconnected
totheirclassesandSimmons.Thiswillhelpwithstudentretention,anotheroneofSimmons
Collegesmainobjectives.ThissocialmediacampaignforSimmonsPLANwillbepositive,
optimisticandupbeat,withagoalofincreasingpositivesocialmediabuzzsurrounding
Simmons.Positivesocialmediacoverageissomethingthecollegeneedsrightnow.

Whoistheaudience?(Primaryandsecondary)
:
Ourprimaryaudienceisprospectivestudents.Wewantthemtohaveacollectionof
mediatolookatinrelationtothisveryuniquecourse,andhashtagsallowforthattypeof
tracking.The1SecondEverydayvideowillprovidethemwithanoverview,whilethehashtagwill
allowthemamoreindepthviewofwhatthevariouscourseoptionsare.Oursecondary
audiencesaremorewidespread:theSimmonscommunityingeneral[namelycurrentstudents
enrolledinBostonCourses,facultyteachingBostonCourses,andSimmons
Ambassadors/AdmissionsCounselors],highschoolguidancecounselors,andparentsofcurrent
andprospectivestudents.Currentstudentsandfacultywillbeencouragedtousethehashtag,
sowecanaccumulateenoughmediatocreatethe1SecondEverydayvideo,whiletheSimmons
communitywillhaveaplaceinwhichtoobserveortolearnmoreabouttheclassesthatthey
arentinvolvedin.SimmonsAmbassadorsandAdmissionsCounselors,aswellashighschool
guidancecounselorswillbeabletousethevideosandphotostohelpteachprospective
studentsabouttheprogram,andparentsofcurrentorpotentialstudentscanusethehashtag
andvideo(s)tokeepupwithwhattheirchildiscurrentlyparticipatingin.