Proposalwitmer

Diane F.
Witmer
Ph.D., APR, Fellow PRSA, Professor Emerita of Communications
Table Of Contents
Introduction...................................................................................
Problem Statement
...
Background Research ....
Research Overview: Areas of Concern..
Analysis...
S.W.O.T.......................
P.E.S.T........................
Situation Analysis
Problem Statement.
Audience Analysis
Demographics
Psychographics.
Current Relationships, Influentials, Self Interest..
3
4
4
4
6
6
7
8
8
9
9
9
9
Work Statement
Goals and Key Messages..
1. Fundraising and Donor Relations..
2. Community Relations ..
3. Crisis Communication .
4. Internal Relations.
5. Student Life/Enrollment..
6. Media Relations..
7. Church Relations
Proposal Gant Chart
Proposal Budget..
10
10
11
12
13
14
15
16
17
18
19
Allocation of Resources and Qualifications

Team Bio..
Reporting Procedures...
21
21
23
Appendix.. 24
Megaphone Public Relation
714-644-4354
MegaphonePR2016@gmail.com
Example of Appeal Letter for Returning Donor. 24

Example of an Appeal Letter to new potential donors (Alumni). 25
Example of E-Blast to Alumni to bring them to events.. 26
Example of Pitch Letter to Jonathan Lansner. 27
Example of Taste of Chapman Flyer. 28
Example of Alumni Night Flyer. 29
Example of Multicultural Festival Flyer 30
Example of Banner for Crisis Seminar 31
Example of Emergency Email.. 31
Example of Internal Social Network 32
Example of Instagram ChapmanUSpotlights. 33
Example of a post of ChapmanUSpotlight 34
Example of E-Newsletter Subscription 35
Example of News Room 36
Sample e-Survey in regards to Community Expansion 38
References 39
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I. Introduction
Chapman University is the largest private university in Orange County with a total of
7,570 undergraduate students enrolled. Associated with the Christian Church, Disciples of
Christ, Chapman University attracts students from all different backgrounds and
countries. Chapman University is highly revered and invites motivated individuals to seek and
pursue their passions. The university seeks to provide a personalized education of distinction
that leads to inquiring, ethical and productive lives as global citizens.
Chapman University consists of 10 different colleges: Arygos School of Business and
Economics, College of Educational Studies, Lawrence and Kristina Dodge College of Film and
Media Arts, Crean College of Health and Behavioral Sciences, Wilkinson College of Arts,
Humanities, and Social Sciences, Dale E. Fowler School of Law, College of Performing Arts,
Schmid College of Science and Technology, School of Pharmacy, and the School of
Communication.
Megaphone PR proposes to work with Chapman University to enhance its image on
campus, in the community and beyond through a series of events as well as media coverage.
Action is to be executed through an updated website and centralized university news and
additionally creating events for the university to engage with their students. Megaphone PR
hopes to create communication within the audiences Chapman caters to.
Potential difficulties Chapman University faces are the increasing conflict between
students and surrounding community regarding the universitys expansion and activities.
Megaphone PR will address this by having increased communication with the community and
how the effects can help the local economy. Another area of concern is having a more
welcoming environment for non-Christian prospective and current students. We will continue to
help Chapman University strive for an inclusive campus for all students, while maintaining
Chapmans other relationships with the Christian community and current donors.
Maintaining a public image is vital to the success of any private, non-profit school;
therefore, public relations would be the best approach to create this. Public relations would take
the universitys positive public image one step beyond its current situation through streamlined
social media, print, and special events. PR is considered the most cost effective approach to
establishing a public image because it builds and increases media relationships along with
public and private audiences.
Megaphone PRs public relations plan is ideal for solving Chapman Universitys priority
areas of concern, and additional strategic communication concerns that arise.
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Problem Statement
Background Information
Name of Organization: Chapman University
Organization Type: Private Nonprofit University
Website: https://www.chapman.edu/
Contact: Diane Witmer
Phone Number: (714) 997-6815
Fax: (714) 744-7035
Address: 1 University Dr, Orange, CA 92866
Mission Statement: To provide personalized education of distinction that leads
to inquiring, ethical and productive lives as global citizens.
Research Overview: Top Areas of Concern

Fundraising and Donor Relations
The biggest source of fundraising at the moment is Chapman Celebrates also known as Chapmans
American Celebration. All the proceeds go to Chapman Scholarship Funds, creating more and interactive
events may build a stronger relationship with our donors.. Thankfully, the Alumni and donors of Chapman
remain generous and passionate towards with Chapman, so maintaining this relationship is the utmost
importance. Expanding and creating a new network of donors will strengthen this area of concern as
well.
Community Relations
Chapman University seeks to make the communitys perception of the school a more positive one. Many
Local resident are dissatisfied with the disruption in their neighborhood caused by the students of
Chapman. In order to improve the community views of Chapman, then improving community relations is
a must. The university sits in the heart of Old Towne Orange, a thriving community that for decades has
been able to coexist with Chapman and its students, but recently in the wake of growing expansion talks,
the community is speaking up. According to Brooke E. Seipel of The Orange County Register, " The
photo illustrates more than college students in fraternity-style party mode. In the eyes of many, it captures
the escalating friction between residents of Old Towne Orange and party-minded Chapman students, a
conflict that could slow expansion of the countys third-biggest university." The photo referenced is of
students playing beer-pong on a front lawn while another student in the photo is urinating in a bush that
sits right in front of the neighbors window. The university wants to expand by adding 17 acres which
would add nearly 3,000 more students to the population, something that local residents are not in favor of
(Hansen, 2015). In order for the university to reach its expansion goals, we must first show that Chapman
University cares about the surrounding community.
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Media Relations
Chapman University currently has two media sources, Chapman Happening and Chapman magazines.
Chapman Happening, an online newsletter for the Chapman University community, focuses keeping the
staff and faculty aware of the campus news and activities. This is updated daily with features, photos,
and event coverage. Chapman Magazines is published three times a year called, Chapman Now.
Problems with visibility and website navigations would be the best solutions in order to create a more
content driven website.
Crisis Communication
Chapman University already has crisis communication programs in place, but many of the programs are
what to do after or during a crisis, and the prevention programs and events the university offers merely
raise awareness. This is important to do, however we feel that it is also important to have students know
what to do for potential situations to help avoid a crisis altogether. We propose to have an event that
encompasses many of the smaller events and resources the university has to offer to help students better
know how to handle a crisis if one ever comes up.
Internal Relations
According to Chapmans internal 2015 survey 43% of the staff reported to work at Chapman for four
years or less, and with this in mind they were asked for their overall impression of the campus climate.
Overall the majority of Chapman employee are satisfied with their relationships with their supervisors and
the data shows that the majority of the staffs feel their supervisors treat them with respect.
At the end of the survey, respondents were allowed to make an open comment about any issue.
Although only 39% of the respondents chose to do so the biggest area for comment was Campus
Climate for Diversity.(98 comments) twice as much as the second highest comment Compensation and
Benefits (49 Comments). Facilitating a channel between the staff would be very useful for addressing
any issues, and would help improve relationship internally.
Student Life/Enrollment
As with any college, Chapman University values student diversity and student life. Although diversity is an
issue, we also believe that we can create a more engaged student body. Currently they have a twitter
Student Life at CU that is periodically tweeting about campus event, we think that photos and videos
would be a great element to bring to further encourage the students to be involved. Chapman University
prides itself in the opportunities present for current students, whether it be a club, sorority or fraternity, or
a recreational activity. Allowing students to have a first hand look at these clubs in action may be the
stepping stone needed to push student relationship with Chapman University into the next level.
Church Relations
Chapman University is a fantastic private school that offers great opportunities for Christian believers
looking to deepen their faith. Chapman offers their General Assembly that is held on summers of odd
numbered years which features various speakers and promotes church related causes. The university
also features Disciples on Campus which offers various opportunities for students such as scholarships,
weekly workshops and discipleship programs. Chapman is proud to hold strong relationships with many
local churches of the faith, and desires to continue working to strengthen these relationships.
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Situation Analysis: S.W.O.T.

Strengths
Ratio of students to professors (14:1) ,
which means a smaller and more
interactive class
Funding is not scarce
Religious-based school
Not too religious based though, very open
to everyone.
Size of campus
Close knit community
Considered #6 in Regional Universities
West, #2 Most Innovative school, #150
(tie) business program
Plenty of scholarships opportunities
available to help ease cost
Plenty of industry partners within the arts
and entertainment industry
Weakness
Since it is a private University, it is not
state funded
Religious-based school
Student Diversity, 37% of population
minority
Cost of Tuition
Size of campus
Lack of sufficient housing for all students
Opportunities
Threats
To increase the size of the campus would
Chapmans image in new media
bring more students to campus.
Other universities taking potential funding
Possible raise of diverse students
Public perception about private
Potential donors in all sorts of communities
Universities
As globalization increases and different
Public perception on religious Universities
demographics settle in, colleges could
Growing competition from other
take advantage of this by welcoming
Universities and other private colleges.
diversity
Limited resources from existing donors
With the massive increase in technological
Local community against the expansion of
advances, Chapman could offer an online
Chapman University.
curriculum
Public perception about student partying.
Societal trends
An undergrad degree is seen
almost necessary to compete in the
workforce
Growing demand for graduates
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Political
Situation Analysis P.E.S.T

Economic
Donors are Republican and developed a

conservative reputation
With the coming election
When asked about political factors that
could impact higher education in the future,
Herrity noted the increasing involvement of
supra-national governments; while Winston
foresaw the US government moving more
toward a Marxist/socialist government that
will lead to education standardized and
controlled at the federal level (personal
communication, September 23, 2009;
personal communication, September 21,
2009).http://hubpages.com/education/External-Factors-That-
Many state colleges are getting budget

cuts, so private schools may have an
advantage due to the fact they dont have
a reliance on state programs.
As of June 2014, the federal student loan
debt is 1.2 trillion. An increase of over
1000% in just 5 years, when compared to
1999 $90 billion
Could-Impact-American-Higher-Education
Social
Technological
With the increase of diverse students

attending colleges and the advances in
technology, social inequality that pertains to
race, sexual orientation, or gender gets a lot
more attention.
Authors from MBA Boost point out: Changes
in the social environment can create havoc on
an established strategic plan. Analysts must
be careful when monitoring trends in society to
arrive at the correct
conclusions.http://hubpages.com/education/External-FactorsThat-Could-Impact-American-Higher-Education
Millennials are considered the most educated

generation in human history, but they have the
highest shares of people who are
unemployed.
They offer wide variety of software for

students. Interested students are able to
gather information about school through
websites and read through other students
experiences.
Online image would play a powerful role
in bringing in prospective students.
Due to the internet, there is an increase in
online class programs, which allows
colleges to bring in more students without
adding more physical space.
Online programs could offer additional
help for students that are struggling
academically
(http://usatoday30.usatoday.com/news/education/2010-02-24millennials24_ST_N.htm_
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Situational Analysis
Chapman University is a very impressive university that has many deep connections to
financially secure alumni and donors. Since Chapman University is currently
expanding, there are clear community relationships that needs to be strengthened by
informing the community all the good that Chapman offers. We believe simply
communicating effectively through verbal and digital communication may ease this
situation. Another area of concern is the issue of the welcoming environment for nonChristian prospective student, we hope to mediate this issue while maintaining good
relations with our Christian community. Thankfully, with societal trend pushing towards
a more educated public and the globalization of American public, Chapman University
could take advantage of welcoming diverse students in order to help promote diversity
within the campus. In order to keep a positive relationship with their students, Chapman
University should provide them many opportunities by creating special events for fellow
students to participate it.
Problem Statement
Over a period of 6 months, our team plans to tackle each area of concern for Chapman
University. Although each of the areas do not require the same amount of attention in
regards, we wish to strengthen the public's view of Chapman University as a whole. In
terms of fundraising, Chapman University has a reliable, passionate pool of donors and
alumni so maintaining this relationship and expanding to a wider pool is our priority.
Chapman University struggles with the public perception in the surrounding areas due
to a planned expansion, so educating the surrounding neighborhood would be the main
priority. Chapmans internal communication could be strengthened so increasing the
level of communication prior to a crisis and the level of communication between the
internal members would also be a priority. In order to help build establish a relationship
with the general public, creating a streamline newsroom that features students events
and organizations would be able to help increase web traffic and allow the general
public to see what Chapman University has to offer.
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Audience Analysis
Demographics
Chapman University is located in the city of Orange where the total
Enrollment of Students at Chapman University 7,892. A look at the racial
makeup of Chapman University students as of 2015 is White 58%,
Hispanic 13%, Asian
9%, African American
2%, and Unknown
9%. The total number
of Faculty is 752 as of
2015, the racial
makeup is white 48%,
Hispanic/Latino 7%,
Asian 6.2%, Black or
African American 1%,
and an unknown
ethnicity of 33%.
Psychographics
Chapman University is a school that believes in being courteous to others
and treating everyone with kindness. Through this statement and our
research, we realized that there is room for increased outreach to nonwhite communities with the increasing diversity of Orange County.
Current Relationships, Influentials, Self Interest

The data shows that while Chapman University currently has great
relationships with current funders, donors, and the church, which we want
to maintain, there is a possibility to improve other relationships such as
those with the media and local community. We will continue to work with
the local community and influentials such as Jonathan Lansner of the
Orange County Register to help convince the public that what Chapman
University stands for and plans to do is in the best interest for everyone
involved.
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Work Statement
Goal: Strengthen the overall image of the University by developing each area of Chapmans top priority
of concerns.
Key Message:
To our Donors, Alumni, Faculty, and Community Member, we want them to understand our
relationship with them and keep them aware of where their donations are headed. We hope to
express sincere gratitude and appreciation for these members, so they may continue donating
and attending our Alumni Events.
To our Community Leaders/Businesses/Members, we want them to understand the benefits
and efforts that Chapman University offers to the overall community. We wish for the neighboring
community around Chapman to have a more positive view of the University.
To our Students, Staff, and Local Community, we want to them to understand and
acknowledge the efforts of Chapman University does to establish a more prepared campus.
To our Staff, Faculty, and Administrators, we wish to improve the level of communication
between the internal members and the University through technological advances and engaging
videos
To our prospective and current students, we wish for them to remain updated on any events
and engaging activities that happens on Campus. We wish to create an engaged student body
that is involved with all sorts of campus events.
To the general public, we want the general audience to have a more engaging experience
through our website interface and give them streamline access to all our news and events.
To our Christian community, we want them to acknowledge and understand Chapmans efforts
to maintain and encourage Christian ideals.
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Fundraising and Donor Relations

Primary Audiences: Potential donors, funders, and alumni
Secondary Audiences: Community Members, Students
Objectives
1. Increase donations by 1% over a period of 6 months.
2. Increase the amount of donors by 1% over a period 6 months
3. Increase the first time donor pool by 5% over a period of 6 months
Measurement Tools
1. Look at financial reports and watch the increase or decrease of donations
2. Examine the donor list
3. Examine the new donor list
Strategy
1. Outreach to organizations and people that might be willing to donate funds to
Chapman University.
Tactics
1. Create donor appeal letters for potential organizations and individuals that have
never donated to the university yet.
2. Donor retention and appeal through eblasts exemplifying gratitude for the donors
and funders, giving them more incentive to donate to the university again.
Anticipated Results
1. The donor appeal letters for organizations and individuals that have yet to donate
will hopefully urge these people to donate any funds to Chapman University.
Through our e-blast, we hope to express sincere gratitude to donors and funders to help
maintain our relationship with these individuals, which would hopefully incentive them to
continue donating to Chapman University.
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2.
Community Relations
Primary Audiences:Community Businesses/City Officials/Members
Secondary Audience: Students and Faculty
Objectives
1. Strengthen the communitys approval of Chapman University by 4% over a 6
month period.
Measurement Tools
1. Survey the surrounding community regarding Chapmans image.
Strategy
1. To strengthen the perception of Chapman University by surrounding communities
Tactics
1. Update the neighborhood relations page to show website visitors and those who are concerned
with their community that Chapman deeply cares for the community.
2. Letting the community know how Chapman expanding can potentially help the community
through continued meetings with Neighbors of Chapman: Neighborhood Advisory Committee and
media coverage.
3. Pitch letter to Orange County Registers Jonathan Lansner, who specializes in stories about
Orange Countys economy and real estate.
4. Taste of Chapman fundraising campaign for the university where students, volunteers, and local
businesses are part of a food festival held on campus.
5. Have two $25,000 scholarships available for Chapman University students based on community
involvement.
Anticipated Results
1. We expect that updating the neighborhood relations page would help the local community
understand the efforts that Chapman University does to maintain and improve the community.
2. With the continued meetings with Neighbors of Chapman, we wanted to make sure that the
community understood the opportunities that an expanding campus would provide.
3. This pitch letter would hope to persuade Jonathan Lanser to write a small feature regarding the
expansion of Chapman, and the benefits that the community would gain from it.
4. This fundraising campaign would hope to push local business, student organizations, and
volunteers to come together and show the beauty of Chapman University and its surrounding
areas. It would hope to increase community relationships, and allow for business to gain more
popularity within the community.
5. These scholarships would be given to students who have given a lot of time and passion to
improving the community around them. This would help push students to get involved with the
local community and at the same time help build the relationship between Chapman University
and the surrounding community.
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Crisis Communications
Primary Audience: Students/Staff
Secondary Audience: General Community
Objectives:
1. Increase the awareness of Crisis Prevention within the student body by 5% over
a period 6 months
2. Have 500 students attend a Crisis Prevention seminar by the end of 6 months
3. Distribute 2 Crisis Communication Newsletters/e-Letters to all students/faculty by
the end of 6 months
Measurement Tools
1. An e-blast beginning the project to 2000 students, whoever replies then you get a
dollar. A survey e-blast at the end of the 6 month cycle, See a 5% change in
knowledge.
2. Count attendees in the Crisis Prevention seminar
3. Count the number of newsletters sent in regards Crisis Communication
Strategy:
1. Prevent the crisis before it happens, along with making sure the student body as
well as faculty and staff are informed and get updates of any crisis that should
happen on campus.
Tactics:
1. A crisis and emergency prevention seminar will be held at freshman and
incoming student orientation.
2. Create e-blasts and announcements for the whole campus to be broadcasted
during peak hours.
Anticipated Results
1. The seminar will hopefully educate all incoming freshman about any crisis that
may occur, and raise awareness for the programs that the school offers to
prevent such crises.
2. The E-blast and announcement will ensure that the student body and faculty as a
whole will be given the chance to be aware of the existence of such programs.
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Internal Relations
Primary Audience: Staff/Faculty/Administrators
Secondary: Community and Students
Objectives
1. Increase faculty and staff awareness of Chapman affairs by 10% over a period of
6 months.
Measurement Tools
1. Check the statistics on the viewership in videos and how many people have
opened the social networking site for internal staff.
Strategy:
1. Build stronger communication networking between staff members.
Tactics:
1. Launch an internal social network for staff members. This social network will be a
safe place for staff to interact and learn more about one another.
2. Use more videos (Study by Melcrum in 2011, 93% of internal communication
professionals believe that video has become essential)
3. Use mobile tools (create apps that will give push notifications). These apps can
link to the social network to add more internal connections.
Anticipated Results
1. The internal social network for staffs is meant for a steady stream of
communication between the University and the faculty/staff/administrator as a
whole.
2. Videos will help engage the audience, and provide supplementary information to
the information given within the internal social network.
The mobile tools hopes to create a convenient way to updating the internal staff about
any event/changes/news that is going on.
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3.
Student Life / Enrollment

Primary Audience: Prospective Students, Current Students
Secondary Audience: Faculty
Objectives
1. Increase awareness of on-campus activity by 5% within 6 month period
2. Raise student participation in on-campus activity by 2% in 6 month period
3. Re-focus social media web pages showcasing student and academic life with
news content and information driven from Chapman Universitys website.
Measurement Tools
1. Measure how many new members each club collects each quarter.
2. Measure how many attendees that come to on campus events
3. Measure at web traffic and website analytics
Strategy:
1. Raise awareness of the student resources on campus so that more students
value the campus facilities.
Tactics:
1. When clubs feel they have done something extraordinary, tag the university in
their post and we will publish it on our social media and showcase their
accomplishments as a whole. Spotlight a club per week
2. Create an event where all of the university can see what each club has to offer
(i.e. a culture night or even a festival where cultural clubs can perform and other
organizations on campus can fundraise)
3. Have Chapman University accomplished alumni visit and speak at the University
Alumni Night, and post it on the universitys website and social media pages.
Anticipated Results
1. Spotlight a Club hopes to feature a club that has done something extraordinary,
or to simply show the student life to the online community. This will hopefully
incentivize student organizations to run more campaigns/events. This will also
allow other students to see a variety of clubs.
2. This events hope to bring students organizations together to help fundraise or
raise awareness of any particular organization. This also provides an opportunity
for student organizations to show off their club activities to the attendees.
3. Having Chapman University alumni visit and speak at the universitys Alumni
Night will help students.
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Media Relations
Primary Audience: Students, Faculty, Community, Businesses, News Outlets,
Church/Religious Leaders
Objectives
1. Create a more news and content driven website for students, community and
faculty to be engaged that drives website traffic by 5% within a six month period.
Measurement Tools
1. Measure how many views and opens each article receives.
Strategy
1. To generate more traffic on Chapman Universitys website and social media
pages.
Tactics
1. Update newsroom that shows content from different events and student/faculty
happenings
2. Make Chapman Universitys homepage display student/alumni news and photos
of events more prominent.
3. Have a section on website dedicated to photos that link to Flickr page and have
a link on the Flickr that sends users back to the universitys website to generate
higher search engine optimization.
Anticipated Results
1. An updated newsrooms allows the online community to have an easy to navigate
database for Chapmans news. This would hopefully increase web traffic by
allowing the audience to have a convenient way to see the news.
2. Putting student/alumni news in the face of the homepage allows for the students
to easily see the events and get more involved.
3. Adding a link to the Chapman Universitys Flickr page and a link on the Flickr
page leading back to Chapmans website can increase traffic and help with
higher search engine optimization.
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Church Relations
Primary Audience: Church Denominations Religious Leaders, Local Religious
Leaders, Faculty Religious Leaders, Religious Student Clubs
Secondary Audience: Secular Leaders
Objectives:
1. Increase awareness of religious beliefs and where they stand as a Christian
University in the public by 2%.
Measurement Tools:
Survey the surrounding churches on Chapmans image and involvement
Strategy:
1. To maintain strong ties with local churches for funding and a sense of
community
Tactics:
1. Arrange a meeting for local church leaders at the University. This meeting can
happen once a month or at the University and church leaders discretion.
a. Discuss any issues that may arise.
2. Invite local church leaders and congregation to all events such as Taste of
Chapman and other events
Anticipated Results
1. Monthly Meetings with local church leaders would help communicate any issues,
goals, and expectations that the local leaders may have. It would also allow the
University to communicate any information necessary to help build their
relationship with each other.
2. Inviting the congregation to all events allow the churches an opportunity to meet
and build relationship with students, staff, or any attendees.
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Proposal Gant Chart
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Proposal Budget
Section
Event
Sub-event
Budget
Section-cost Remaining
Sub-cost
250000
Agency
Staff Pay
Andrew Le
-9600
Asia Barron
-9600
Claire Imada
-9600
Claudio Alfaro
-9600
Paul Pe
-9600
Jeremiah Stanley
-9600
Fundraising/
Donor Relations
Letter Send Out
Update Website
Community Meeting
Pitch Letter
0
Set-up/ Breakdown
-21000
Maintenance
-30000
Lighting
-10000
Insurance
-17000
Marketing
-25000
Top-volunteer #2
-25000
Freshman Seminar
Crisis Procedures
Announcements
130000
60600
2000
58600
15000
43600
-1000
-1000
Internal Social Network
190600
-2000
Top-volunteer #1
Crisis
Crisis Awareness
Communication Increase
Internal
Relations
1800
0
Community
Relations
Scholarships
192400
-1800
eblast
Taste of Chapman
57600
IT Set-up
-9000
Dedicated Server Per Year
-1000
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12 Awareness Videos
-5000
Student Life/
Enrollment
Spotlight Club
Multicultural Fair
Newsroom
-1000
General Website
-1000
Photos
-2000
Alumni Night
Local Pastor Speech
One Per Month
24600
1000
23600
225400
23600
Invitations
-1000
Speech at Orientation
Totals
-225400
9000
-5000
Church
Relations
Meetings w/ Local
Churches
Invite Pastors/
Congregation
33600
-10000
Media Relations
Updates to Media
Website
10000
0
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Allocation of Resources and Qualification

Megaphone PR Team
Executive Director: Claire Imada
Duties: Responsible for overseeing the strategic plan, getting the team
to meet deadlines and delegate all duties to allocated team members,
and maintains a steady level of communication with the team members
and client so they are updated on the progress of the strategic plan.
Major: Communications with and emphasis in Public Relations with a
minor in Asian American Studies
Skills/Abilities: leadership, team building, time management, event planning, able to
multitask
Experience: Event planning for Friendship Games, Newport Beach Film Festival and
fundraisers for RYTMO (Reaching Youth Through Music Opportunity).
Graphics Director: Claudio Alfaro

Duties: Responsible for producing or managing all graphics, (i.e.
flyers, social media posts, and posters) as well as keeping the image of
the company professional and true to the companys projected end
goal for each of their audiences.
Major: Communications with an emphasis in Public Relations
Skills/Abilities: Graphic Design, writing, research, leadership,
budgets/finances, positive worker, customer service
Experience: Bidding and budgeting high value home projects, Project Planning for
current job, and Director for a children's summer program.
Content Director: Asia Barron

Duties: Create and update content for all media outlets by utilizing a
steady stream of relevant posts to match the needs to the client and
research data.
Skills/Abilities: Excellent public speaking skills.
Experience: Building customer relationships and increasing rate of
return.
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Research Director: Paul Pe

Duties: Responsible for creating surveys and focus groups to
understand consumers and audience as well as interpret secondary
research methods to help provide any supplementary information.
Skills/Abilities: Newsletters, Press Releases, Social Media, Market
Research, Community Outreach
Experience: Marketing and Development Intern at Alzheimers Family Services Center.
Canvasser for Sharon Quirk-Silvas 2014 State Assembly Campaign.
Strategic Analyst: Andrew Le

Duties: Analyze and interpret data collected to further and
strategically plan a communication strategy and help develop
what our clients need.
Major: Communications with an emphasis in Public Relations.
Double major in CTVA emphasis on post-production.
Skills/Abilities: Capable of understanding and interpreting statistics and data, Goal
oriented, always willing to learn more
Experience: Production Assistant for Arirang International TV, Film Editor for Shoes.
Blog Manager for the duration of the Gilman International Scholarship.
Awards: Awarded the Gilman International Scholarship for e-Blogging and
Documentary Production, Awarded Maxwell Scholarship for International Travels.
Client Director: Jeremiah Stanley

Duties: Responsible for acting as the main channel of communication
between our firm and the client, which includes knowing what the
company would want from our firm and bringing it to fellow team
members to reach all of the target audiences.
Skills/Abilities: Works well with teams and while under pressure. Can quickly
understand a situation and work to resolve it.
Experience: Officer at the Costa Mesa Police Department.
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Reporting Procedure
Megaphone PR is dedicated to keeping Chapman University alongside our campaign by
providing a client coordinator in Jeremiah Stanley. His role is to update our client weekly
or when necessary regarding the communications strategy. Every time an aspect of the
campaign is executed Jeremiah will inform and meet to report progress and bring
feedback from Chapman to members of Megaphone PR.
Megaphone PR is an agency that thrives on collaborative work. Every member has a
specific task for the proposed Chapman University project. Communication between
each member and leader is via email, phone, weekly staff meetings and necessary one
on one meetings to discuss progress and approval of assignments.
We would like to work directly with Chapman Universitys media department and meet
other leaders of the university who deal with fundraising, community relations, media,
crisis communications, internal relations, student life, and church relations as well as to
be the focal agency to structure Chapmans public image.
Our goal is to provide excellent service to keep our client satisfied and all team
members in the forefront of new ideas and communications strategies to enhance
Chapman Universitys reputation.
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Appendix
Example of Appeal Letter for Returning Donor
Example Of Streamlining the process
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Example of an Appeal Letter to new potential donors (Alumni)
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Example of E-Blast to Alumni to bring them to events.
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Example of Pitch Letter to Jonathan Lansner
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Example Of Taste of Chapman Flyer
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Example Of Alumni Night Flyer
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Example of Multicultural Festival Flyer
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Example of Banner for Crisis Seminar
Example Of Emergency Email
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Example Of Internal Social Network
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Example Of Instagram ChapmanUSpotlights
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Example of a post of ChapmanUSpotlight
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Example Of E-Newsletter Subscription
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Example Of News Room Part 1
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Example Of News Room Part 2
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Sample e-Survey in regards to Community Expansion
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References
Chapman University. (2016). After a Sexual Assault. Chapman University. Retrieved
from https://www.chapman.edu/students/health-and-safety/peer/cares /need-toknow/after-a-sexual-assault%20.aspx
Chapman University. (2016). Alcohol & Drugs Crisis Prevention. Chapman University.
Retrieved from http://www.chapman.edu/students/health-and-safety/peer/
Alcohol-and-drugs.aspx
Chapman University. (n.d.). Chapman Magazines. Retrieved September 24, 2016, from
http://www.chapman.edu/campus-services/marketing-communication/services/pu
blic-relations/magazine.aspx
Chapman University. (2016). College of Performing Arts. Retrieved September 25,
2016, from https://www.chapman.edu/catalog/oc/current/ug/content/7580.htm
Chapman University. (2016). Emergency Information. Chapman University. Retrieved
from http://www.chapman.edu/campus-services/public-safety/emergency.aspx
Chapman University. (2016). Neighborhood Relations. Retrieved September 23, 2016,
from http://www.chapman.edu/about/administration/evp-coo/neighborhood
-relations.aspx
Chapman University. (2016). P.E.E.R. Chapman University. Retrieved from
https://www.chapman.edu/students/health-and-safety/peer/
Chapman University. (2016). Research in BRIEF. Chapman University. Retrieved from
http://www.chapman.edu/about/facts-history/institutional-research/in-brief.aspx
College Data. (2016). College Profile: Chapman University. from
http://www.collegedata.com/cs/data/college/college_pg01_tmpl.jhtml?schoolId=6
61
College Factual. (2016). How Diverse is Chapman University. College Factual.
Retrieved from http://www.collegefactual.com/colleges/chapman-university
/student-life/diversity/#
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External Factors That Could Impact American Higher Education. (2014, June 24).
Retrieved September 20, 2016, from http://hubpages.com/education/ExternalFactors-That-Could-Impact-American-Higher-Education
Eisenhauer, T. (2016). 10 Simple Secrets to Totally Rock Your Internal
Communications.
Retrieved September 22, 2016, from
https://axerosolutions.com/blogs/timeisenhauer/pulse/282/10-simple-secrets-tototally-rock-your-internal-communications
Hansen, D. (2015, Aug 22). City of Orange faces 'town and gown' school test. Los
Angeles Times. Retrieved from www.latimes.com/social
/weekend/news/tn-wknd-et-0823-dave-hansen-column-20150822-story.html
Neighborhood Advisory Committee. (2015). Neighbors of Chapman. Retrieved from
https://neighborsofchapman.com/neighborhood-advisory-committee/
Niche.com Inc. (2016). Chapman University. Niche. Retrieved from
https://colleges.niche.com/chapman-university/
Seipel, B. E. (2016, Feb 25). A noisy debate going on over Chapman's growth. The
Orange County Register. Retrieved from
http://www.ocregister.com/articles/chapman-705825-students-old.html?graphics
S. J. (2010, February 23). Millennial generation more educated, less employed.
Retrieved September 20, 2016, from
http://usatoday30.usatoday.com/news/education/2010-02-24millennials24_ST_N.htm
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Diane F.

Allocation of Resources and Qualifications

Megaphone Public Relation

Example of Appeal Letter for Returning Donor. 24

Megaphone Public Relation

Megaphone Public Relation

Research Overview: Top Areas of Concern

Megaphone Public Relation

Megaphone Public Relation

Situation Analysis: S.W.O.T.

Megaphone Public Relation

Situation Analysis P.E.S.T

Donors are Republican and developed a

Many state colleges are getting budget

With the increase of diverse students

Millennials are considered the most educated

They offer wide variety of software for

Megaphone Public Relation

Megaphone Public Relation

Current Relationships, Influentials, Self Interest

Megaphone Public Relation

Megaphone Public Relation

Fundraising and Donor Relations

Megaphone Public Relation

Megaphone Public Relation

Megaphone Public Relation

Megaphone Public Relation

Student Life / Enrollment

Megaphone Public Relation

Megaphone Public Relation

Megaphone Public Relation

Proposal Gant Chart

Megaphone Public Relation

Internal Social Network

Megaphone Public Relation

Dedicated Server Per Year

Local Pastor Speech

One Per Month

Megaphone Public Relation

Allocation of Resources and Qualification

Graphics Director: Claudio Alfaro

Content Director: Asia Barron

Megaphone Public Relation

Research Director: Paul Pe

Strategic Analyst: Andrew Le

Client Director: Jeremiah Stanley

Megaphone Public Relation

Megaphone Public Relation

Example Of Streamlining the process

Megaphone Public Relation

Example of an Appeal Letter to new potential donors (Alumni)

Megaphone Public Relation

Example of E-Blast to Alumni to bring them to events.

Megaphone Public Relation

Example of Pitch Letter to Jonathan Lansner

Megaphone Public Relation

Example Of Taste of Chapman Flyer

Megaphone Public Relation

Example Of Alumni Night Flyer

Megaphone Public Relation

Example of Multicultural Festival Flyer

Megaphone Public Relation

Example of Banner for Crisis Seminar