Advertising Plan for:

Weber State’s Teaching and Learning

Forums Educators Symposium

By: Allure Advertising

 Table of Contents
Creative Brief………………………………………………………………….. 2-3

Situation Analysis……………………………………………………………. 4-7

SWOT Analysis……………………………………………………………….. 8

Buyer Personas………………………………………………………………. 9-12

Media Plan…………………………………………………………………….. 13-15

Social Media Specs…………………………………………………………. 16-18

Creative Specs………………………………………………………………. 19-25

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 Creative Brief

Brief Company Background

The Teaching & Learning Forum was created in 1992 by a group of faculty and is
under the direction of the Teaching, Learning, and Assessment Committee, which is a
standing committee of the Faculty Senate. The Forum offers retreats, books groups,
workshops, collaborative projects, and other initiatives to support faculty development.

Its mission statement is, “The Committee on Teaching, Learning, and

Assessment endeavors to enhance the learning environment at Weber State University.
When the opportunity and need arise, and as charged by the Executive Committee of
the Faculty Senate, the Committee studies, evaluates, and makes recommendations on
issues affecting the teaching environment and the assessment of student learning at
Weber State University. It also advises the Chair of the Committee in his or her
capacity, as the Director of the Teaching and Learning Forum, and supports the faculty
development activities of the Teaching and Learning Forum.”

Creative Objective
The goal in advertising the symposium is to attract an audience. Our plan is to
create materials with physical elements and copy that promotes the event as a
prestigious, sophisticated opportunity. The opportunity to present research and network
with peers is important and we want to emphasize that even though the opportunity is
local, it is still an opportunity that shouldn’t be missed.

In our designs of print advertisements, we want to use clean, sophisticated

motifs. The fonts and design elements will be neat and professional. The same applies
to any social media graphics or online advertising. Any copy or verbal advertisement will

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be worded eloquently and clearly, emphasizing the importance of presenting research,
networking with peers, and learning to teach. The main goal with our creative materials
is to come across as credible and professional.

Positioning
● An opportunity for Weber State professors to enrich the university through peer
research and networking. For Weber by Weber.

Competition
There is no direct competition for this event as it is a unique experience for Weber State
professors only​ ​and there are no department restrictions. Our competition comes from
more specific opportunities where professors want to present their research to a peer
oriented group in their specialty. For example if you are, focused on outdoor recreation
education you might want to save your research since it can only be presented once for
the Association of Outdoor Recreation and Education research symposium. The draw
of being able to be seen by peers and experts in your field can affect our event. That
symposium is also in Utah so it would be easy for Weber professors to attend. These
kind of symposiums also bring professors from all around the country and give a greater
chance to network outside your Weber State.

Target Audience
● Weber State Professors
● Untenured professors as presenters
● Tenured professors as audience

Tone
● Professional
● Credible
● Opportunity
● Something you don’t want to miss out on

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 Situation Analysis

History
Mission Statement:​ The Committee on Teaching, Learning, and Assessment
endeavors to enhance the learning environment at Weber State University. When the
opportunity and need arise, and as charged by the Executive Committee of the Faculty
Senate, the Committee studies, evaluates, and makes recommendations on issues
affecting the teaching environment and the assessment of student learning at Weber
State University. It also advises the Chair of the Committee in his or her capacity, as the
Director of the Teaching and Learning Forum, and supports the faculty development
activities of the Teaching and Learning Forum.

The Teaching & Learning Forum was created in 1992 by a group of faculty and is
under the direction of the Teaching, Learning, and Assessment Committee, which is a
standing committee of the Faculty Senate. The Forum offers retreats, books groups,
workshops, collaborative projects, and other initiatives to support faculty development.

The TLF Faculty Symposium is an annual event, open to all WSU faculty to
share their research- in progress or completed- discuss issues in education and share
ideas about teaching and learning in a constantly advancing world. It’s a
conference-style presentation with multiple speakers presenting at once in multiple
locations, and audiences can choose which speakers they want to listen to. It was first
held in 2000 and was called the Faculty Showcase. In 2010, its name was changed to
the Teaching and Learning Symposium. In 2014, it was called the Adjunct Symposium,
and in 2016 it was changed again to the Faculty Symposium.

Growth
The main opportunity for growth for The Teaching and Learning Symposium will
be in raising awareness and prestige for this event. The goal is to make this event

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something that faculty see as a great opportunity to show their research. We hope to
build a connection between this symposium for networking and a road towards tenure.
Seeing the benefit that comes out of an event like this can draw in many presenters and
people who are interested in the subjects being discussed. Our key element will be to
raise the validity of this event and the assets that come from it.

Products & Services

The Teaching & Learning Forum offers a wide range of services, usually in the
form of lectures, workshops, or activities meant to offer teachers now opportunities to
grow and improve their skills. Such things include the Honors Eccles Fellowship, a
chance for teachers to develop a cross-discipline class on subjects that interest them,
teaching summits around the country, and “Ten Before Tenure,” a program designed to
provide pre-tenure WSU faculty with opportunities for continual development and
research of teaching practices in order to promote student learning in return.

Sales & Market Share

The faculty symposium put on by the Teaching and Learning Forum at Weber
State offers an opportunity for faculty to present research and university employees to
network and learn from one another. The University of Utah, Southern Utah University,
Utah Valley University, Brigham Young University, and Dixie State University all have
similar programs run through the Center for Teaching and Learning at each university.
All offer different faculty forums for presentation and networking, many of which are
open to the public and faculty outside of the respective universities.

Because there are so many similar opportunities for college professors all across
Utah to present in environments focused on teaching and learning, it is important that
the Teaching and Learning Forum at Weber State create a symposium that stands out
as prestigious and enticing in order to attract both presenters and a crowd of people to
listen. To establish the event as distinguished, it is important that the printed advertising
materials are professional and neat. It is also important that the event comes across as
organized and well thought out so participants see that it is a legitimate and professional
environment. This will make the Teaching and Learning Forum at Weber State stand
out against its competitors.

Competition
There is know direct competition for this event as it is a unique experience for Weber
State professors only​ ​and there are know department restrictions. Our competition
comes more specific opportunities where professors want to present their research to a

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more peer oriented group in their specialty. For example if you are focused on outdoor
recreation education you might want to save your research since it can only be
presented once for the Association of Outdoor Recreation and Education research
symposium. The draw of being able to be seen by peers and experts in your field can
affect our event. That symposium is also in Utah so would be easy for Weber
professors to get to. These kind of symposiums also bring professors from all around
the country and give a greater chance to network outside your normal realm.

Target Audiences
Our target audience is Weber State professors from all departments both tenured and
untenured. We are looking to bring in speakers and an audience to attend the
symposium so that we can increase the optics of this event going forward. We are
targeting tenured professors for the audience aspect to bring encouragement to the
younger untenured professors in their departments. Knowing that your peers and
mentors are there will encourage or second target audience to present at this
symposium. Untenured professors are a target because the more competition there is
to present at this event the more prestigious this event will become and the more likely
people will attend the next year.

Distribution
​ ince our product is an event itself our distribution methods will be mainly
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focused on our marketing materials. Our goal is to draw people to the event and an
interest throughout faculty from both presenters and the audience. The knowledge of
The Teaching and Learning Symposium has been very limited on campus in years past.
This year we would like to physically distribute flyers, notebooks, pens, and other
materials to promote our brand recognition. Although the use of social media will be a
big factor, focusing on plastering the campus with information and signs about the event
is what we look to do.

Setting our timeline of when our advertising materials will go out has been a key
factor. We have meticulously planned out when signs and social media posts will go out
and when handouts will be distributed. Preventing the advertising materials from all
coming out at once and instead coming out gradually as the spring semester proceeds
will help build better awareness and preparation for the event.

Past Advertising
Past advertising for this event has been completely online. The primary effort
was through email. Starting around November, teachers were sent a save the date.

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Multiple emails were sent leading up to the event as reminders. The Teaching and
Learning Forum’s Facebook pages has been utilized in the past. The 2016 symposium
was especially active through Facebook. The 2017 and 2018 events were not promoted
through Facebook. Information about the event has been disseminated primarily
through the website. All other advertising points to the website for detailed information.
Registration for the event is completed online.

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 SWOT Analysis
Strengths:
● Active Facebook page
● Have logo and colors
● On campus, not a long time
commitment
● Includes a meal
● Professors can use on tenure
application
● Opportunity for feedback on
research
● Networking opportunity; across
all departments
● Have plenty of rooms reserved
for the event to happen
● Teaching and Learning Forum is
well known
Opportunities:
● Update website with this year’s
information
● WICKED acronym is a national
movement in education
● Have funding this year from
donors
● Use different types of
advertising, especially print
Weaknesses:
● Website is not updated
● Name is long and complicated
● Have low attendance from
professors that are not
presenting
● Same people are attending every
year; not getting new attendees
● Difficult to find correct page on
the Teaching and Learning
Forum Website
● Not all information on the
website is pertinent and some is
missing
Threats:
● Other opportunities to present
research
● Not well known
● Lack funding unless they can
get donations
● Dependent on professors
completing research
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 Buyer Personas

Buyer Name​:

Richard Jones

Demographic Info​:

Sex​: Male Age: 53

Department​: Business

Status​: Tenured

Salary​: $80,000

Other Jobs​: Marketing Consultant

Outside Salary​: $25,000

Combined Salary​: $105,000

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​Race​: Caucasian

Marital Status​: married

Children​: two

Children’s Ages​: 18 & 23

Household Income​: $135,000

Religion​: Christian Non-Denominational

Geographic Info​:

Undergraduate degree​: Weber State University

MBA:​ Utah State and

Doctorate​: University of Tennessee

Residency​: Huntsville

Wife: ​is from Knoxville, Tn

Vacation Home​: Cabin in Montana

Psychographic Info​:

Political affiliation​: Independent Conservative

Religious Practice​: attends church as often possible

Sports​: Utah Jazz and Tennessee Titans fan

Finances​: Frugal Animal lover

Benefits​:

Networking

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The success the event brings money to the school.

Supporting peers on their research will bring it back to you

School Pride.

Buyer Name:​ Elizabeth Woods

Demographic Info

Age​: 32

Position​: Professor of Communications (untenured)

Marital Statu​s: divorced

Children​: One girl

Child’s Age: ​8 years old

Religion​: Catholic

Other Occupation​: Freelance Writer

Salary​: 60,000-80,000

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Race​: African American

Politics​: Moderate

Geographic Info​:

Degrees​: Journalism BA (Western Michigan University) and a Master’s Communication

and Leadership (Gonzaga University)

Birth Plac​e: Grand Rapids, Michigan

Residence​: Clinton, Utah (The past year)

Psychographic Info​:

Sports: ​huge fan of UWM, Gonzaga and teams from Detroit

Hobbies​: traveling, scuba diving, collecting native alcohol from vacation spots,
attending concerts

Religious practice: ​Christmas and Easter Catholic and gives up something for Lent

Favorite vacation spot: ​any beach

Benefits​:

Networking

Chance to present research locally

Taking a larger part in her new university

Career advancement

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 Media Plan

Media Objectives
● Generate an air of prestige and sophistication to tie to the symposium.
● Target professionals who are looking to advance their careers.
● Reach the professors in all departments
● Attract a diverse audience with a wide range of special interests to reinforce the
event as a unique opportunity

Media Strategies
● LinkedIn, Facebook, Twitter
● Email reminders
● Flyers
● Signpost
● Gift cards for registration
● Yard signs
● Website
● QR Code
● Postcard
● Notebook
● Change backgrounds on computers in classrooms
● Posters

Target Audience Analysis including one buyer persona

● Weber State professors from all departments.
● Tenured professors as audience.

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 ● Untenured professors as speakers.

Media Recommendations
We want to target social media, particularly Facebook and Twitter. Many
professors at Weber State have Twitter accounts and use them regularly, so creating an
ad to target them through their feed would capture a greater amount of attention than
outside media sources like posters. By using Facebook in a similar way, it gives the
Teaching and Learning Forum an additional advantage because promoting the Faculty
Symposium through Facebook also offers the chance to spruce up the TLF Facebook
page and draw attention to the organization as a whole alongside attention for the
event.

Many outlets we use are more subtle and more about consistent reminders than
in-your-face advertising. Replacing mouse pads in classrooms with ones featuring
information about the TLF Faculty symposium, replacing desktop backgrounds for
classroom computers and projectors, even a banner announcement over Canvas
homepages for teacher accounts. With the consistent exposure to information about the
event and constant reminders, this will help to create a cognitive reminder and push
professors to sign up for the event.

Closer to the event, we will start using more obvious advertising methods. Flyers
in offices and professor mailboxes as well as scattered around campus, advertisements
on KWCR and in the Signpost, and email reminders sent out in faculty newsletters.
These will start closer to the event, around January or February, so they can be the last
push to sign up to attend before the event takes place.

Budget

Product Quantity Price Where

Flyers 100 $50 Weber State Copy Center

Yard Signs 20 $9.72 Summit Printing

Notebook 500 $1,125 4imprint

Postcard 1,000 $81 Summit Printing

Posters 100 $75 Weber State Copy Center

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Giftcards 40 ($15) $600 Starbucks

Flags 6 $410.40 Bestflag

Flagpoles 6 $26.10 United States Flag

Total: $2,377.22

Timeline/Frequency

January February March

7th- Update Website/QR 18th- Initial email about 11th- Social media;
Code registration Email; Yard Signs;
Notebooks; Posters

14th- Send email asking 25th- Create Facebook 18th- Postcards;

for presentation Event, Flyers SignPost; Change
submissions computer backgrounds

22nd- Put up flags

25th- Final email

announcements

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 Social Media Specs

Week 1

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Week 2

Week 3

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Email Template:

Hello Weber State Faculty,

It’s time once again for the Teaching and Learning Forum’s annual Educators’ Symposium. This
even is an opportunity to present research, network with fellow educators, and support your
peers in their work to advance their careers.

The event will take place on April 2nd, 2019 at 12:30 in the Ballroom at Shepherd Union. A meal
will be provided and in order get an accurate count of attendance, please register to attend on
our website:​ https://www.weber.edu/tlf/faculty_symposium.html

The first 40 people registered to attend will receive a $15 Starbucks gift card, so don’t wait! We
look forward to seeing you there.

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Creative Specs
Flyers

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Signpost Ad

Computer Background

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Poster

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Yard Sign

Weber Banner

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Notebook

Logo With Purple Writing

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Postcard Front

Postcard Back

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QR Code

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