BRICK BY

BRICK
The guide to increase diversity and
improve the online presence of
the William Allen White School of
Journalism and Mass Communications.
Run Date: June 1, 2011 to May 31, 2012
spur creative
The Building Blocks
Executive Summary
Situation Analysis
SWOT Analysis
Strategic Plan
Creative Plan
Media Plan
Timeline
Predictions & Evaluation Measures
Appendices
Primary Research
Target Audience
Budget
Spur
Creative
Henry Birt - Marketing Communications Director
Colby Craig - Planning Director
Hollie Farrahi - Account Coordinator
Kasia Kurowska - Research Director
Jake Poterbin - Creative Director
Peter Soto - Presentation Director
Brick #1
Executive Summary
1.1
Executive Summary
Executive Summary
We at Spur Creative believe that The William
Allen White School of Journalism and Mass
Communications is not just a school, but also
a home where students will fnd all the tools
necessary to build a solid foundation comprised
of diverse experiences that will secure them a
spot in the journalism industry upon graduation.
Our campaign,Brick by Brick, presents the
central tenets of increasing diversity in the
J-School. This diversity begins at the student
body level and extends into the classroom and
even further into extracurricular leadership
opportunities. Each brick represents a unique
element of the campaign. When held together
with the mortar acquired through learning from
each key observation, the bricks unify to form
a solid structure students can use as a stepping
stone to get a foot in the door of the journalism
feld.
Our secondary research is based on more than
a hundred journal, magazine and newspaper
articles that provided key insight into journalism
and higher education industry trends. Other
articles touch on defning the psychographics
of our primary audience, Hispanic males, as
well as the secondary audiences such as African
American students and all-male students. Our
primary research efforts included a survey
administered to high school students of diverse
backgrounds who visited The University of
Kansas, and a survey distributed to current
students containing questions specifc to the
different uses of the J-School website.
The key research fndings point to the
importance of the availability of fnancial aid and
scholarships for prospective students. Research
revealed that the best channel for reaching these
students is social mediain particular Facebook.
Our promotional materials focus not only on
using social media to reach future students, but
also to teach them about social media usea
topic the J-School coursework deals with in
more detail. We plan to distribute print materials
to high school counselors, who can then deliver
them to those students who might be interested
in journalism.
Our media strategy focuses on using non-
traditional, inexpensive media to reach our target
audiences. Weve placed special emphasis on
on-site advertising at events throughout Kansas,
which J-School ambassadors and recruitment
offcers will attend to build relationships with
future students. These efforts and others will
position the J-School in local and regional
communities as a reputable brand willing to
converse with prospective students.
The campaign will run from June 1, 2011,
through May 31, 2012. The 12-month campaign
is designed to continue for years to come.The
budget will be $5,000 and includes all media
tactics and promotional items.
We at Spur Creative hope you enjoy your
journey through our campaign. We invite you to
learn with us, brick by brick.
Brick #2
Situation Analysis
Brick #2
Situation Analysis
Client Overview
The idea of such a course was exceedingly
novel, but [we] thought that it might attract
attention and grow into something worth
while. -- Professor of English Edwin M. Hopkins
on teaching the University of Kansass second
journalism course in 1894.
A novel idea that grew into one of the countrys
most respected journalism schools, the William
Allen White School of Journalism and Mass
Communications (the J-School) is nationally
recognized for producing highly skilled and
capable journalists. First accredited in 1948,
the J-School is broken down into two tracks:
Strategic Communications and News and
Information. Journalism classes were frst taught
at the University in 1891, and the current course
structure has been in place since 2001.
During the Schools 101-year history, the
J-Schools curriculum changed to ft the
technological advances of the day. From print and
radio to television and the internet, the J-School
added courses to properly equip students to be
media-savvy journalism professionals. Growing
from a department within the College of Liberal
Arts and Sciences to the professional school it
is today, the J-Schools course catalog grew from
just six courses in 1910 to 66 courses in 2011.
THE TWO TRACKS
Students entering the J-School have two tracks
to choose from: Strategic Communication and
News and Information. Both tracks build an
education based on research and writing skills.
The News and Information track prepares
students for careers producing, editing and
managing content for the media while the
Strategic Communication track prepares
students to pursue careers marketing, managing
and selling media.
Currently, two-thirds of students in the J-School
pursue the Strategic Communication emphasis
and one-third pursue the News and Information
concentration. Students enrolled in both tracks
have ample opportunity to practice their skills
by working for campus media outlets including
the University Daily Kansan, KJHK-FM Radio
and KUJH-TV News. Organizations such as the
Public Relations Student Society of America, KU
Ad Club, Social Media Club and the Society of
Professional Journalists provide J-School students
with networking, educational and community
involvement opportunities.
MINORITY RECRUITMENT
The J-School accounts for about 3 percent
of total faculty and students at KU. Of that
number, the J-Schools minority enrollment has
hovered between 6 to 10 percent during the
last decade. According to the 2010 census, the
minority population of the state of Kansas is
14 percent. About 10 percent of the J-Schools
978 students are minorities. The J-School itself
does not have a dedicated minority recruitment
program; however, it does collaborate with
the universitys Sabatini Multicultural Resource
Center. The Center provides programs such as
the Corporate Career Connections Program,
Diversity Peer Education Team, Multicultural
Awareness Training, and Students Obtaining
Academic Resources.
STUDENT GENDER RATIO
The student body of the J-School is comprised of
roughly two-thirds female students and one-third
male students. The school wants to take efforts
to balance this inequality. A more balanced
gender ratio will meet certain diversity goals.
ONLINE ASSETS
Currently the J-School has its own website
presence on the Universitys website along with
various social media accounts including Facebook,
2.1
Twitter, YouTube and Vimeo. The website has yet
to implement the 2009 KU template. A redesign
is scheduled for the upcoming 2011 summer.
The strongest part of the J-Schools social
media presence lies in its Facebook page where
posts and interactions occur multiple times on
a weekly basis. More than 1,130 people like
the Facebook page. The second most-used
social media channel is Twitter which has 681
followers and is updated with similar frequency
as the Facebook page. The SchoolsYouTube and
Vimeo accounts contain the fewest updates of
all the social media channels. It is also important
to note that the two channels have the least
student representation as wellboth the
Facebook and Twitter accounts promote and
share students work.
Journalism Industry
Originating in the 1830s, newspapers continue
to deliver a broad spectrum of local, regional,
national and global stories to their daily
readers. Right now, there are about 1,400 daily
newspapers in the United States. Thousands
of other community papers continue to be
published weekly and biweekly. The national
newspapers with the highest circulation are: The
Wall Street Journal, USA Today and The New
York Times.
Situation Analysis
The journalism industry is greatly affected by the
rapidly developing technological and digital media
industry. According to a Wired.com article from
March 2010, Journalism schools have frantically
updated their programs in the last decade or so,
as it became increasingly clear that traditional,
newspaper-oriented skills were no longer enough
to prepare students for the real world.
TECHNOLOGICAL ADVANCES
Students must adapt and change as technology
changes. The William Allen White School of
Journalism and Mass Communications works
to help students develop multimedia fuency so
that they can enter the journalism industry with
skills that allow them to produce professional-
grade material with the latest technology. The
same Wired.com article states that, Some
progress has been made with mobile reporting,
and mobile app stores are teeming with news
apps, but delivering effcient, accurate P2P news
to and from mobile devices could require an
entirely new architecture. With the introduction
of Smart Phones, journalists must now be well-
versed and savvy in the ways of producing
content that compliments both online format
and mobile internet usage.
ADVERTISING/PR
Advertising and PR, the other components of the
journalism industry, continue to grow alongside
the technological advances in news. Jobs in
advertising continued to increase after the late
2007 economic downfall. Advertising agencies
use and develop products suited to Web 2.0,
which highlights the importance of dialoguing
with the consumer, building relationships and
breaking down the age-old barriers between
consumer and product. Companies now
move toward a marketing plan that facilitates
conversation via social networks; feedback is
key and customer satisfaction is a main tenet to
success.
Another Wired.com article written in March of
2008 suggests that, the advertising business
(of all things!) is actually benefting from the painful
spectacle of the traditional media landscape
fragmenting into shards. The Internet is continuing
to oust broadcast TV, print and radio from their
once-secure position as the automatic repository
for ad dollars, and the complex environment thats
been rattling the advertising and media industries
could actually function as an economic buoy during
these hard times. This confrms the ever-expanding
array of media, and marketing agencies ability to
exploit it in order to best reach the consumer using
several different, personalized channels.
2.2
Situation Analysis
SOCIAL MEDIA
An Ohio University Society of Professional
Journalists blog comments on the growth of
social media as a marketing tool that business
can use to develop customer relationships. In a
post titled, Journalistic trends mark signifcant
alterations to the industry, Matt Roberts argues
that, The most recent change in the journalism
business is Twitter, or even more broadly, all social
networking sites. Twitter has slowly evolved into
a machine-like news outlet of its own, allowing
people to post quick quotes.... Other major
networking sites such as Facebook are used by
businesses to gain support and likeability within
a closely connected network. Social networking
will continue to open the door for businesses to
grow and share information at a pace that was
never achievable in the past.
Social media is a tool companies can use to
generate discussion with consumers that leads to
better business ideas, product development and
higher rates of customer satisfaction. Individuals
can use social media as a tool to broadcast their
personal life, interests and development.
The journalism industry extends beyond the
front-page headlines of The New York Times.
It encompasses a wide selection of specialized
businesses all working to deliver news, collect
advertising revenue and converse with
consumers. A recent suite101 career advice
article lays down the facts about how to land a
job fresh out of college in this quickly expanding
industry: With todays technology growing by
leaps and bounds, the demand for news and
information is growing exponentially. This had
led to an explosion in the number of college-
educated 20-somethings who are seeking to
start a career in the feld of journalism, and
competition among job seekers is at an all-time
high. Even small, local news organizations are
bombarded with resumes and inquiries from job
seekers looking to get hired. So today, more than
ever, applicants who are seeking to land a job at
a newspaper, magazine, radio station, television
station, website or at a public relations agency
must be competitive and experienced.
Conclusion
Constantly changing technology leads to
changes in student-teaching approaches.
Changes in technology are benefcial to the
advertising business.
Social media are great tools a brand can use to
develop a relationship with its customers.
Students wanting a career in the journalism
industry have to be knowledgeable of the latest
technologies.
Recommendations
The J-School should stay up to date on the
latest technology
The J-School should teaching its students
about these advancements, and how to use
them them to reach audiences
The J-School should use free and infuential
social media to reach its target market.
The J-School should provide its students
with more extracurricular activities, which
will provide them with a more well-rounded
educational experience
Higher Education Industry
Overview
As main features of the United States
competitive global presence, postsecondary and
higher education institutions contribute greatly
to the U.S. economy. Today, universities model
themselves on traditional business plans, with no
central governing body, but rather coordinating
boards assigned different tasks and areas of
review.
In the fall of 2008, nearly 18.2 million students
2.3
were enrolled in colleges and universities, of
which 13.6 million attended public institutions.
This number continues to increase yearly, despite
annual rises in tuition. According to the National
Center for Education Statistics, total enrollment
in degree-granting institutions is projected to
increase 17 percent to 22.4 million, from 2008 to
2019.
During the 2007-2008 school year, average
tuition, room and board for a four-year public
university was $13,424. This number rises every
year because of budget cuts at the federal and
state level.
According to census data for the 2007-2008
school year, almost 64 percent of all college
and university students were non-Hispanic
whites. Black students made up 13 percent of
the student population. Hispanics comprised
11 percent and Asians and Pacifc Islanders
accounted for 7 percent. The National Center
for Education Statistics projects a 30 percent
increase in enrollment for black students and
a 45 percent increase of Hispanic students
between 2008 and 2019.
Situation Analysis
Industry Trends
The Economy
Each year, tuition fees rise as federal and state
governments continue to make budget cuts that
leave less money to universities for subsidizing
research and other services. According to the
Delta Project Trends in College Spending report,
schools now depend on tuition money to cover
not just education and related expenses, but also
other general functions such as research and
services.
Because universities rely heavily on tuition
money, the institutions cannot lower tuition to
better meet the needs of lower-income families.
Suggested resolutions include allowing public
universities to enter into lucrative research-based
partnerships with commercial enterprises that
afford the schools an alternate source of revenue
outside of tuition. Dissenting opinions focus on
the implications of universities involvement in
corporate politics, which in turn runs the risk of
polluting higher education goals and mission.
Another suggested method for lessening
universities reliance on tuition is implementation
of a market-rate tuition policy, or a policy
dependent on a familys or individuals income,
with higher-income homes paying higher tuition.
Diversity
As the United States branches out globally,
businesses understand the importance staffng
their operations with as diverse a group
as possible in order to satisfy the need for
heightened cultural awareness.
According to the Integrated Postsecondary
Education Data System and College Results
Online, approximately 60 percent of public four-
year colleges have seen improved graduation
rates for students of color since 2002.
Bridge Programs
Universities implement a variety of methods to
recruit a more diverse student body. Perhaps
one of the most successful methods are bridge
programs. These programs plant the seeds for
success before actual enrollment at the university
level. The university works with regional students
to address issues of academic performance,
fnancial questions and cultural questions, i.e.
the components of college life. The programs
emphasize parental involvement as well.
The University of Wisconsin Madison
developed the PEOPLE program to help
prospective minority students in the surrounding
2.4
Situation Analysis
communities prepare for college. In recent email
correspondence with Jacqueline DeWalt, she
defned the mission of the PEOPLE program
at the University of Wisconsin Madison as an
effort to prepare students for admission into
higher education - especially UW Madison. A
major part of this effort includes providing early
exposure to potential college majors and career
options, academic and enrichment services,
internships, and exposure to campus life and
culture. We partnership with and serve as a
pipeline into all of the schools and colleges here
at UW-Madison. Thus, potentially diversifying
all majors, programs, organizations, and campus
life. (March 12, 2011)
Competing Regional
Universities
University of Missouri - Missouri School of
Journalism
Tuition: $8,501 (in-state), $19,592 (out-of-
state)
Faculty Size: 105 full-time faculty
Established: 1908
Tracks available: B.S. in Journalism with 25
interest areas, which fall under six larger
categories including convergence journalism,
magazine journalism, photojournalism, print
and digital news, radio-television journalism,
and strategic communication
Campus media available: Columbia
Missourian, Global Journalist, KBIA-FM,
KOMU, Missouri Digital News, MOJO Ad,
Vox Magazine
Kansas State University The A.Q. Miller
School of Journalism and Mass Communications
Tuition: $7,376 (in-state), $18,404 (out-of-
state)
Faculty Size: 26 full-time faculty
Established: 1910
Tracks available: Advertising, print and
electronic journalism, and public relations
Campus media available: Manhattan Matters,
Purple Power Hour, KSDB-FM, e-Collegian,
Royal Purple, UPDATE Magazine
Diversity: Diverse Mass Communicators
University of Nebraska College of Journalism
and Mass Communications
Tuition: $7,252 (in-state), $18,846 (out-of-
state)
Faculty Size: 36 full-time faculty
Undergraduates: 900
Established: 1923
Tracks available: Advertising, journalism, M.A.
in journalism
Campus media available: Daily Nebraskan,
News Net Nebraska
University of Texas School of Journalism
Tuition: $9,418 (in-state), $31,218 (out-of-
state)
Faculty Size: 38 full-time faculty
Established: 1914 for 11 years, then
reestablished in 1948
Tracks available: Journalism with areas
of study in print, broadcast, multimedia,
photojournalism and sports journalism, M.A.
in journalism, PhD. In journalism
Campus media available: The Daily Texan,
Cactus Yearbook, KVRX 91.7, Texas Travesty,
Texas Student Television
Competing National
Universities
Northwestern University - Medill School of
Journalism
Tuition: $40,247
2.5
Faculty Size: 48 full-time faculty
Undergraduates: 660
Established: 1921
Tracks available: B.S. in Journalism, accelerated
M.S. in Journalism, M.S. in IMC
Campus media available: Medill News
Chicago, Medill News D.C.
University of Wisconsin-Madison - School of
Journalism & Mass Communication
Tuition: $9,050 (in-state), $24,300
Faculty Size: 31
Student Size: 500
Established: 1912 as a department and 1927
as a school
Tracks available: B.S. in Journalism and a
B.A. in Journalism with either a reporting
or strategic communication track. Also,
a professional track M.A. program, a
Concepts M.A. program and a Ph.D. in Mass
Communication
Campus media available: The Badger Herald,
WSUM-FM
Michigan State University School of Journalism
Tuition: $11,434 (in-state), $27,832 (out-of-
state)
Faculty Size: 28 full-time faculty
Established: 1910
Tracks available: Advertising, Journalism,
specialize in Public Relations, M.S. in
advertising, public relations and journalism
Campus media available: Focal Point, The
State News, SpartanEdge.com, The Spartan
Weekly, The Big Green, Impact Radio
(WDBM-89FM), EJ Magazine
University of North Carolina School of
Journalism and Mass Communication
Tuition: $6,665 (in-state), $25,280 (out-of-
state)
Faculty Size: 46 full-time faculty
Established: Became a department in 1924
and a school in 1950
Tracks available: B.S. in Journalism, M.A.
in Mass Communications, Ph.D. in Mass
Communications, M.A. in Technology and
Communications, Certifcate in Technology
and Communications
The school offers specializations in editing
and graphic design, electronic communication
(television and radio broadcasting),
multimedia, photojournalism, reporting,
advertising, public relations and strategic
communication. The school also offers
a major in business journalism. Special
Situation Analysis
programs in business journalism, medical and
science journalism, sports communication,
health communication and a joint M.A./J.D.
degree are also offered.
Campus media available: The Daily Tarheel,
WXYC-FM, STV, Blue & White, Carolina
Week
Notable Programs
Diverse Mass Communicators Kansas State
University
The description given on the K-State website
says the club exists to effectively promote
cultural diversity through all media outlets while
actively recruiting prospective students of all
ethnicities to the AQ Miller School of Journalism
and Mass Communications and essentially to the
university in an effort to enrich and increase our
campuss cultural diversity.
URL: http://diversemass.synthasite.com//
Multicultural Students in Media & Nebraska
Press Women University of Nebraska
According to Nebraskas website, the purpose
2.6
Situation Analysis
of the club is to develop multicultural
relationships with people of similar and varying
backgroundsMSM provides information
about internship and scholarship opportunities,
particularly ones geared towards multicultural
journalists. The club also helps students improve
their professional presence with advice on cover
letters, resumes, etc.
URL: http://journalism.unl.edu/students/orgs/
msim.shtml
University of Texas Hispanic Journalists
According to Texas website, the club aims
to organize and provide mutual support for
Hispanic student journalists and those interested
in Hispanic issues in English, Spanish and bilingual
media; to encourage the study and practice
of journalism and mass communication by
Hispanics; to further employment and career
opportunities for Hispanic student journalists;
to be the voice of the Hispanic community on
campus; to encourage students to participate in
the different media outlets at UT.
An interesting element of the club is that its
members participate in a mentorship program
with communication professionals, internships,
multimedia workshops, professional development
and have the opportunity to publish their work
on UTHJs website. UTHJ organizes fundraising
activities to send members to the National
Association of Hispanic Journalist convention
during the summer, a weeklong opportunity of
journalistic workshops and networking with the
felds most infuential journalists.
URL: http://uthj.weebly.com/
Carolina Community Media Project - University
of North Carolina
According to University of North Carolinas
website, the Carolina Community Media
Project, an outreach initiative of the UNC
School of Journalism and Mass Communication,
is dedicated to the proposition that strong
community media help strengthen communities,
and that communities be they rural or
suburban with a vital civic life and a sense
of place are key to high livability in a free
democratic society.
Through teaching, research and outreach, the
project supports, enhances and empowers
North Carolinas community media, beginning
with the 192 community newspapers and
their online editions, as well as local-emphasis
community- oriented radio, TV and cable outlets.
URL: http://jomc.unc.edu/communitymedia
Latino Journalism and Media at Carolina -
University of North Carolina
Latino Journalism and Media at Carolina
(Latijam) is a school-wide project of the School
of Journalism and Mass Communication at the
University of North Carolina-Chapel Hill.
Latijam is dedicated to promote and practice
fair and competent local reporting about Latino
life in North Carolina. This mission is carried out
through a four-pronged strategy that addresses
needs in four areas: news, research, curriculum,
and engagement and public service. Its website
offers resources that assist journalism students,
scholars and professionals in covering local
Latino communities in all their vitality, complexity
and potential. The terms Latino and Latina are
used to refer to men and women who reside
in the United States and trace their origins to
Spain, Central America, South America or the
Caribbean. The terms are interchangeable with
Hispanic.
URL: http://jomc.unc.edu/communitymedia
2.7
Brick #3
Primary Research
Primary Research
High School students
Number of Participants: 84
Hispanic males: 12
Important Decision-making Factors
Male high school students said that fnancial aid is
an important factor they take into consideration
(10.2 percent said so). They also prefer the
school to have a friendly environment. Other
factors they consider are: the student body
size, sports teams rankings, campus and its
surrounding environment, the schools location,
the schools ranking, its tuition and the towns
climate. The factors stated above were signifcant
to 6.8 percent of interviewed high school male
students.
Hispanic males point of view is slightly different.
First, they consider the size of classes, just as
the rest of their peers do. Equally valued are:
the location of the campus, the amount of
people attending college and its diversity. Those
are important factors according to 8.3% of
interviewed Hispanic Males.
Key Finding: We fnd that male high school
students and Hispanic male high school students
have a similar point of view when considering
3.1
Primary Research
additional factors before choosing the school
they will attend. The factor most important
to males, regardless of race, is the classroom
size. This fnding allows us to conclude that
William Allen White School of Journalism while
advertising to male high school students should
focus on the size of the classes. Students should
know about the small class sizes and professor-
to-student ratio. Students can easily receive the
help they might need if experiencing problems in
a class.
Conclusion: These graphs indicate what kind
of information a potential student seeks. When
targeting potential students of the School of
Journalism, regardless of their race, the school
has to clearly specify what programs it has
to offer, and what scholarship opportunities
students can apply for. It would be useful for the
J-School to provide applicants with estimates of
cost expectations while attending the School of
Journalism, or KU overall.
Information-seeking Methods
When choosing a program to attend, high school
students frst visit the universitys website. 87.3
percent of interviewed students confrmed this.
80.7 percent of the male high school students
3.2
Primary Research
agreed with the general population. Also, 100
percent of interviewed Hispanic male high
school students said that they visit the schools
website in order to gather information. High
school students rarely visit the universitys
Facebook page or other social media pages to
learn more about the school. This could be due
to a lack of consistent updating.
Hispanic Males
Key Finding: From this research we can see
that the high school students trust their school
advisors. This data led us to the idea of supplying
high school advisors with the brochures and
more information about William Allen White
School of Journalism and Mass Communications,
which they can distribute directly to students.
Social Media Use
Males: 82.8 percent of interviewed high school
males use Facebook as a main social media.
Key Finding: Our research shows that Facebook
is the most-used social media outlet by high
school students. This gave us the green light to
develop a Facebook ad, which will target high
school students. Furthermore, our ad is going
3.3
Choosing a Major
3.4
Primary Research
to drive students to their counselors offce to
acquire more information about the school.
Counselors will have the promotional items
weve prepared for the students. This allows us to
unite our viral and print efforts.
Conclusion: Even though the percentage of the
male students who are considering majoring in
journalism is slightly smaller than other majors
male high school students consider, there is still
some interest expressed. An important factor
discovered in our research is that J-School is
competing with the Business School.
Key Finding: Due to the direct competition
with The Bussiness School, the J-School should
show that graduating from its program translates
to a similar degree as marketing, but with less
emphasis on math. The school should also
underline that the classes offered by William
Allen White School of Journalism and Mass
Communications allow students to be more
creative than those in the Business School.
ONLINE PRESENCE
Suggestions for Website Content
Three things high school students would like to
see most on a schools website:
24 percent of those interviewed would
like to see the cost of the tuition listed
somewhere on the site
21. 6 percent would like to have more
accessible information about the two tracks
the school offers
18 percent of survey participants would like
to see a listing of extracurricular activities
16.8 percent stated they would like to see a
gallery of pictures of campus, students and
classes
15.6 percent of students interviewed would
like to see a listing of available scholarships
on the website. They also stated that it would
be nice to see a breakdown of the student
body ethnicity ratios, and a calendar of the
schools events.
Hispanic males
41.5 percent want to see available tracks
listed on the schools website.
33.3 percent also said that they are
interested in seeing fnancial aid offered by
school
24.9 percent of Hispanic males cost of tuition
to be a major factor.
16.6 percent are interested in knowing the
average class size and viewing photos of the
school
8.3 percent believe that information about
admission, sports and clubs available at
school would be valuable.
Key Finding: In the redesign of the schools
website the main things that high school
students would like to see are: cost of the tuition,
programs and majors offered, scholarships and
fnancial aid and a gallery of pictures, etc.
Twitter access from Smartphone:
To our surprise, high school students do not
access Twitter as often as current J-School
students. Only 27.3 percent of interviewed
high school students access Twitter from their
smartphones. Among them, 75 percent of
Hispanic males surveyed confrmed that they do
not access Twitter from their mobile device. If
they do so, only 8.3 percent do it once per day.

Conclusion: Even though high school students
do not access Twitter as often as Facebook, we
could raise their interest in the social media
site. We can market the J-School school as a
technologically savvy institute that is up-to-date
with all of the latest trends in social media. We
can also show that it teaches its students how
to use Twitter, along with other social media, in a
professional and career-advancing manner.
Primary Research
3.5
Primary Research
Current Students
Number participants: 55
Ratio of students pursuing a Strategic
Communication degree versus News and Info:

According to our research, for every fve
students pursuing a major in Strategic
Communication there is just one News and
Info student. Among male students currently
enrolled in the J-School, 72.7 percent of those
interviewed were following the Strategic
Communication track.
Key Finding: J-School needs to promote the
News and Info track more.
3.6
Primary Research
Most important factors when choosing the
William Allen White School of Journalism and
Mass Communications:
Students highly value the opportunities for
employment a school will give them after
graduation. The School of Journalism needs
to continue to maintain good contact with
employers and update the website with job
offers as often as possible.
Benefts of J-School according to current
students:
Current students describe the faculty as friendly
and professional. It is important that the school
emphasize such characteristics when targeting
current high school students. The opinion of
current students is important because they serve
as opinion leaders for many students who may
be considering studying journalism.

30.6
32.4 32.4
0
20
40
60
80
100
Great Faculty Presteige Resources
Benefits of J-School according to its students
3.7
Primary Research
Possible changes suggested by current students:
Survey participants were asked to make
suggestions for things they would like to see
the J-School do differently. The most common
one, suggested by 59.4 percent of respondents,
was that there should be changes made to
the schools curriculum. They believe that the
school should do a better job of teaching its
students how to use software such as InDesign
or Photoshop. They also believe there should be
more social media, technology and copywriting
classes offered. William Allen White students
believe that they should be allowed to have a
business minor (5.4 percent), which is unusual
because they are already allowed to do so.
Another thing students would like to see is an
overhaul of the schools website.
Key Finding: Include software courses when
restructuring curriculum. School should also
explain to its students that there is a possibility of
minoring in business.
How often students use the website: 50.9
percent use the website only once a month, 22.6
percent use the website once a week and only
13.2 percent uses it multiple times per week.

59.4
5.4
3.6
0
20
40
60
80
100
Curriculum Changes Business Minor Better Website
Possible changes reccomended by current
3.8
Primary Research
Key Finding: Only 50.9 percent of current
students check the schools website about once
a month. Half as many students check the site
once a week. This led to us setting a goal for
increasing website traffc.
Media use by students:
Among the most common social media used by
current students are Facebook (100 percent),
Twitter (74.1 percent) and YouTube (68.5 per-
cent). This fnding allows us to assume that at
least those social media should be used by the
school to stay conversational with its students.
Using those social media, the school can inform
its students about its events and interesting news.
Key Finding: Links to social media like Facebook,
Twitter and YouTube should be featured more
prominently. School has to show that its staff is
tech-savvy and keeps those accounts updated.
Reasons of schools website usage:
Most of the students use the J-Schools website
to fnd job and internship offers. This is the most
important factor for them and the school should
keep those postings up to date and inviting
for the students. There exists the possibility of
strenthening connections with local and regional
companies.
3.9
Primary Research
What students like about the website:
According to 34.2 percent of those interviewed,
students believe that its website is searchable
and easy to navigate. They like the information
posted about the faculty of the school, but the
most popular aspects are job and internship
descriptions.
What improvements could be made to the
website:
About 37.8 percent believe that the design of
the website is lacking a lot. Current students
believe that the website should be more
interactive and organized. They believe that it
also should be more appealing to the eye.
About 7.2 percent would like to see a calendar
of the schools events on the website to stay up
to date with what is happening at the school.
Current students also believe that it is important
to have a larger description of tracks offered by
the school for prospective students.
Key Finding: It is important to make the schools
website interactive and organized. It would be
a good idea to eliminate the wordiness on the
web page and make it more eye-catching.
3.10
Primary Research
Gallery:
About 76.6 percent of students confrmed that
they would like to see a gallery of projects done
by other students in their classes. Also, a majority
of male students (67 percent) confrmed that
they wanted to see a gallery on the site.
Key Finding: A gallery of student work posted
on the schools website and YouTube channel
would be popular among students and would
increase website traffc.
Diversity Club:
Only 34.6 percent of those interviewed said they
would like to see a diversity club at the J-School,
but we have to take into consideration that 94.5
percent of survey participants were Caucasian.
Also, 50 percent of interviewed males said they
would be willing to join the club.
Sabatini Multicultural Resource Center:
About 45.3 percent of survey participants
said that they are familiar with the Sabatini
Multicultural Resource Center, and among the
most known services of the Center was Students
Obtaining Academic Resources.
Key Finding: The Sabatini Multicultural Resource
Center could be a great resource for a future
diversity initiative. The diversity club could
cooperate with the Sabatini Mulicultural
Resource Center. The two organizations
could even cross-promote in the hope of
simultaneously increasing participation in both.
Focus Group
Spur Creative conducted a focus group with
current journalism students in search of
qualitative information about the students
experiences with the journalism schools website.
Topics ranged from the different ways the
students use the website to the aesthetics of the
design itself. We also presented the focus group
with mockups of possible new layouts of the
website. The participants provided constructive
feedback throughout. We were able to gain
valuable insight into how to make the website
more effective both in terms of recruitment
and functionality. A selection of the key fndings
follows below. The full script used for the focus
group can be found in Appendix B.
Website Use - Important Quotes
Ive been using it a lot lately because Im job
searching right around this time every year when
Im looking for internships and stuff.
Its too hard to navigate, its not worth it.
The main thing that I used it for was honestly
scholarships.
The events that you described are on the
website, but again, people arent fnding those.
Theyre showing up in emails.
Email Communications
Im at the point where I just dont read
them anymore, which is so true and a lot of
J-Schoolers will agree. If they were to put that
onto the website, I think it would force students
to go onto the website.
She could post that somewhere where it builds
an RSS feed, where it automates an email, where
its on the website.
Appearance
The J-Schools website doesnt refect the
J-School experience.
The social media links should be above the
fold.
The website has a good potential to be an
advertising outlet, but its not being utilized that way.
3.11
Primary Research
Summary of Findings
Participants reported a wide range of
experiences with the school website. Some
reported visiting daily, while others said they
seldom made use of the website. A majority of
the frequent users said they use the website
to aid in job searching. There was a consensus
among the group that the website was overly
cluttered, hard to navigate and out-of-date
in appearance. Indeed, the participants who
reported the lowest levels of use cited the same
things that kept them from visiting the website
more often.
The participants expressed a high level of
interest in seeing the website redesigned to look
more modern. They agreed the website should
include more fash components and have more
prominently placed links to the Schools social
media accounts. Multiple participants said they
would like there to be more things to do on
the website and suggested fnding a way to
exhibit more student work.
We showed the focus group mockups of
possible layouts for a new J-School website. They
responded positively and thought the layouts
appeared more attractive and intuitive than the
current website. Incorporating the participants
suggestions into re-designing the website would
both increase visits to the website and improve
brand image. This would aid recruitment efforts
as well as keep current students more engaged
with the School.
Additional Research Initiatives
(Event Attendance)
As part of our primary research we sent team
members to several events across the state to
gather information pertinent to our campaigns
objectives. We attended the KSPA Regional
Writing Contest, in which high school students
participate annually to win prizes awarded to
top-quality journalistic work. The goal behind
attending this event was to tap into the valuable
resource of those high school students who
already express interest in the Journalism feld.
Another event we attended, the Deans Tea at
Nunemaker Center, provided us with valuable
insight into how the J-School relates to those
prospective students who are already at KU,
but may not have chosen a major. Dean Ann
Brill spoke to a handful of students about the
J-School in a relaxed and informal environment
at Nunemaker Center. Students were able to ask
questions and express any concerns regarding
applying to the school, or their status as current
students.
The Spring Symposium on Diversity discussed
implementing diversity initiatives on the
administrative level at the university. The keynote
speaker, Dr. Daryl Smith, opened the symposium
with an introduction to her project The
Imperative of Diversity for Institutional Viability:
Building a Capacity for a Pluralistic Society. At
this event, we learned about the widespread
trend to increase diversity in universities across
3.12
WHAT IT MEANS
Position social media accounts
prominently on the front page.
Include an online gallery of
student work.
Avoid excessive text and
hyperlinks.
Make the website more
interactive.

the nation, and how change at the top directly
affects individual students. The main focus of
the symposium emphasized the importance
of creating a welcoming environment in which
students of diverse backgrounds will feel at
home and included.
Two of our team members traveled to Missouri
State University to attend the Multicultural
Student Recruitment Clubs Spring Step Show.
The motivation behind attending this event
relates directly to the creation of our own
diversity club, JO(IN)!. From this event we
learned how Missouri State uses student-run
initiatives to promote diversity recruitment. The
club sponsored a step show by creating and
distributing all promotional materials, collecting
admission fees and booking all the acts. This
experience served as inspiration to create our
own diversity club, which will be student-run and
based heavily on multicultural event attendance.


3.13
Primary Research
Brick #4
SWOT Analysis
Brick #4
Strengths
Conscious of social media (presence on Twitter and Facebook)
Faculty teaches 90 percent of classes
Hight faculty-student ratio, more individual attention
Student-run, on-campus media (Kansan, KUJH-TV, KJHK-FM)
Alumni network
KU is a safe place
School does not require students to specialize
Access to technology in school
Weaknesses
Online image
Low diversity enrollment
Lack of equal representation of both tracks
Lack of brand recognition
Dependence on exterior departments for diversity recruitment
efforts
Diversity numbers in the school do not refect numbers in the
state of Kansas
Uneven male-to-female student body ratio
Threats
Business/Marketing degree
Geographic location, Lawrence is far away from Western
Kansas
System of in-state and out-of-state tuition
State-wide budget cuts in high school result in fewer
journalism classes in Kansan high schools
Direct regional competitors offer lower tuition rates
The economy: the misperception that traditional news
media are dying and journalism majors will not fnd jobs
Opportunities
Update and manage pre-existing YouTube and Vimeo accounts
Maintain Facebook page
High school outreach programs
Study abroad programs; move toward exchange programs, i.e.
bring students to KU
Partnership with regional non-proft organizations to implement
a bridge program within Lawrence and Kansas City communities
Update website
Reach out to alumni base for endownment
SWOT Analysis
4.1
Brick #5
Target Audience
Brick #5
Target Audience Profle
Retro-acculturated or assimilated, male, frst-
generation Hispanic age 16-20, mainly high
school juniors and seniors.
For our target audience, wed like to focus on
frst-generation Hispanic high school males.
These students are in their junior or senior year,
may or may not plan to attend a university after
graduation and fall into the category of retro-
acculturated individuals.
Retro-acculturation describes the process of
immigrants who have already undergone the
primary process of acculturation, similar to the
concept of assimilation. During acculturation,
individuals learn about the mainstream culture
of the country in which they reside. Though they
tend to embrace this culture, they do not lose
sight of the culture of their homeland, and in
a way adopt a lifestyle that combines the two
cultures, but leans heavily in the direction of the
mainstream culture.
Retro-acculturation refers to the process of
acculturated individuals reverting back to the
culture of their homeland. This trend appears
among young Hispanic adults, especially those
from third and fourth generation families. The
purpose of retro-acculturation is to emphasize
the importance of fnding common ground
between mainstream U.S. culture and the original
culture of the individuals family.
Retro-acculturated
Speak primarily English, but enjoy consuming
some media in Spanish
As active online as the general population
Values: Is familiar with, or lives the American
Dream but accepts and appreciates Hispanic
ties. Foster a renewed sense of pride and
belonging with the culture of their ancestors.
Enjoys products that mix Hispanic culture
with American pop culture
This demographic often acts as infuencers
and trendsetters among non-Hispanics
Assimilated
Assimilated Hispanics, who comprise
approximately 14 percent of the population,
choose English as their primary language of
communication, may sometimes speak a few
words in Spanish and consume media mostly in
English, but will consume some Spanish-language
audio media. These individuals are fnancially
stable; they seek the American dream, but still
value Hispanic ties.
Prefer to communicate in English but might
speak a few words of Spanish.
Consumes English-language media but does
consume some Spanish-language audio
media.
Financially comfortable
Values: Seeks American Dream but accepts
and appreciates Hispanic ties. Enjoys various
cultural activities.
For the purpose of this campaign, we want to
focus on marketing to those Hispanics who are
retro-acculturated, or assimilated. This provides
the opportunity to produce marketing materials
in both English and Spanish, as well as touch
on values unique to Hispanic culture as well
as the mainstream U.S. culture. Of particular
importance, these two groups of Hispanics
respond well to English-language media and do
not shy away from messages aimed at forming
a tie with ones cultural background. Their
fnancial stability means they will be receptive
to messages from a four-year higher education
institution.
Regardless of the level of acculturation, Hispanics
Target Audience
5.1
the increased usage of social networking sites.
Do you have a social networking profle?
Out of a survey of 2000 adults, 18+ with
Internet access, 72 percent of Hispanics surveyed
answered yes, compared to 61 percent of
white respondents.
value family and have a strong sense of pride for
their heritage.
Research shows that more than half of the
Hispanic population is less than 34 years old.
That translates into major potential for future
university graduates.
In terms of saving and spending patterns among
Hispanics, those aged 18-34 are more likely
to be saving for education than for any other
future event. More than a third of Hispanics
(37 percent) aged 18-35 are saving money for
educational expenses for themselves or for
someone else. This translates into a need for
universities to target the 18-34 year old bracket,
rather than those individuals parents.
Social Networking
Those minorities who speak English are more
technologically savvy than whites, and do a better
job of staying up-to-date with digital and tech
trends. These same individuals are also more
likely to have social networking profles than
whites.
In addition, non-white races often skew younger
than the white population, which helps explain
Target Audience
SECONDARY AUDIENCES
While Hispanic males are this campaigns primary
target, Spur Creative recognizes the importance
of reaching all minorities, regardless of ethnicity.
The Brick by Brick campaign therefore keeps
in mind the important secondary audiences
of blacks, males and parents. The unique
characteristics of each of these secondary
audiences are detailed here.
Millenials
Members of Generation Y or millenials are
loosely defned as anyone born between 1980
and 2000. Aside from parents, the entire target
audience of this campaign falls into this group.
Members of Gen Y were all raised during similar
times. The rise of the computer and a poor
economy are two things that will affect millenials
for the rest of their lives.
[Millenials] dont see themselves as
revolutionaries or reformers, they see themselves
as quiet [agents of] change. Its about working
within the system. Theyve never had to reject
anything; theyve just had to build on it. Carol
Phillips, founder of market research frm Brand
Amplitude, which specializes in millennial studies.
Common experience has instilled unique
characteristics in millenials. They are vocal and
demanding. Succesfull marketing targeting this
Todays Hispanic growth can be
attributed, overwhelmingly, to the
groups American-born children.
They are bilingual, bicultural and
increasingly infuential within their
multi-generational households
We [Hispanics] are more tech-
savvy now. We spend more time
on mobile devices than our non-
Hispanic peers. We use social
media as a means to communicate,
express ourselves and create, and
we spend more time online than
non-Hispanics.
- U.S. Hispanic Population Is Growing, but This
Isnt Your Abuelas Latino Community, Advertising
Age, March 14, 2011

5.2
Target Audience
demographic is smart and funny. Millenials
grew up using computers most their lives,
making them for reliant on technology. They
love social media and are motivated by peer
validation. Millenials are smart, highly discerning
and optimistic about the future. This makes
authenticity and transparency an important part
of marketing to them. (Pardee, 2011)

Young Blacks 16-20 years old
Like Hispanics, the number of Blacks in the
United States is growing at a faster rate than the
general population. Unlike Hispanics, the number
of non-adult Blacks is projected to decline over
the next few years. According to Mintel, the
number of Black children in the age groups
12-17 and 6-11 will decline by 2.5% and 7.9%,
respectively. They still, however, are the second
largest minority group in the United States. A
Mintel survey also found that 64 percent of
Blacks feel that Blacks in advertising are often
stereotyped and portrayed negatively in the
media. Blacks are clearly an important target
audience, but we feel it would be ineffcient and
unwise to overly tailor our campaign toward
them.
Young Males 16-20 years old
Young males have similar psychographics as
millenials, but differ from females in a few key
ways. Males like to do things they can do well.
When choosing between products, they like to
know as much as they can about the product.
This helps ensure they will be successful and
choose the right product. Males also like to know
exactly how well a product will perform before
choosing it. It helps men feel that their choice
is more effcient, powerful or technologically
advanced. More than 68 percent of millenial
men seek out brands that show I have good
taste (Goodall, 2011). Men are more likely than
women to seek out brands that are market-
leaders or offer some level of exclusivity. The
messages in our campaign speak to youth males
motivations.
Parents
The parents of our 16- to 20-year-old target
market are important to reach with this
campaign. They are 40 to 60 years old and play
an important role in their childrens decision
about where to attend college. Parents wield
fnancial control and their opinion is valued highly
by their children. While parents are motivated
by a desire to protect their children, they are
also care about supporting and enhancing their
childrens lives. According to Mintel, parents
choosing between two products tend to
look to trusted sourcesfamiliar brands and
recommendations from friends and family. Our
campaign speaks to parents by describing the
product as high-quality, proven and trustworthy.
5.3
Brick #6
Strategic Plan
Brick #6
Strategic Plan
Goal 1

To increase the diversity of the student
population in the William Allen White School.
Objective:
To match the percentage of ethnically diverse
students at the William Allen White School of
Journalism and Mass Communications to the
state of Kansass minority population from 6
percent to 12 percent within fve years.
Strategies:
Directly target minority high school students
in the state of Kansas.
Create an advertisement directed at minority
students.
Create a minority students club JO(IN)!,
which creates a niche and way to become
involved for diverse students in the school of
journalism.
Encourage the members of JO(IN)! to
represent the School by attending Hispanic
festas and other diverse recruitment events.
Goal 2
To increase traffc fow to the schools website.
Objective:
To increase current students usage of schools
website from once a month to at least three
times per week within the school year
Strategies:
Change the layout of the schools website.
Make the schools website more user-friendly.
Create an online gallery of fellow students
work created in classes.
Goal 3

To better educate high school students about
their options at the J-School.
Objective:
To equip 15 percent more of Kansan high
schools with promotional materials that highlight
both tracks.
Strategies:
Underline the presence of two different
tracks and explain their characteristics on the
schools website.
Clearly explain the two tracks in all
promotional materials.
Increase awareness of KUs student-run
media on high school campuses.
6.1
Strategic Plan
Goal 4

To increase the J-Schools presence in social
media.
Objective:
To increase Facebook page likes by at least 50
percent and Twitter followers by 30 percent.
Strategies:
Update the accounts at least twice a week to
keep the students interested and engaged.
Utilize the YouTube channel by featuring
student work on a consistent basis.
Post work created by students in classes to
an online gallery.
Use William Allen White Twitter account as
main Twitter account for school; promotes
dialogue between students and school.
Follow high school students who are active
on Twitter and have an interest in journalism.
Goal 5

To make KU more inviting to diverse students
from cities far outside of Lawrence and Kansas
City.
Objective:
Create a diversity based club and link it to
preexisting multicultural resources. Maintain a
steady involvement that mirrors other journalism
clubs.
Strategies:
Create JO(IN)! Diversity club.
Pair new minority students with a peer
mentor.
Create business cards for JO(IN)! club
representatives to hand out to students
during recruitment events; fosters
relationship between prospective and current
students.
6.2
If each man or woman could understand that
every other human life is as full of sorrows, or
joys, or base temptations, of heartaches and of
remorse as his own . . . how much kinder, how
much gentler he would be.

-William Allen White

Brick #7
Creative Plan
Brick #7
Creative Plan
Creative Brief
The purpose of this campaign is twofold. The
frst goal is to increase the number of minority
and male students in the William Allen White
School of Journalism and Mass Communications.
The other is to update the schools website to
increase current student usage of the site.
Client:
The William Allen White School of Journalism
and Mass Communications
Project:
Launch an educational campaign aimed at
minority high school students with an emphasis
on Hispanic male students. The campaign uses a
variety of print, digital and social media to inform
students of the opportunities that await them at
the William Allen White School of Journalism and
Mass Communications.
Run Dates:
June 1, 2011 May 31, 2012
Budget:
$5,000
What we are trying to accomplish:
To increase the percentage of minority students
in the J-School to refect the Kansas state
minority population percentage. The campaign
will also help represent minority students in the
school and foster an environment that promotes
multiculturalism.
Who we want to connect with:
High school students from Kansas school districts
with a high minority student population, such as
Witchita, Kansas City and Shawnee Mission.
Why we care about the product:
The William Allen White School of Journalism
and Mass Communications has a nation-wide
reputation as one of the best journalism schools
in the country. Kansas is one of the best value
universities in the country. As students of the
school we want to entice future students to
share similar experiences we had.
What to keep in mind about the target
audience:
The target market is concerned with the
programs that a university offers and fnancial aid
and scholarships available to them. The target
market uses university web pages consistently
when researching potential schools to attend.
Main thought/theme:
Build the foundation for success, brick by brick,
at KU. Perspective students look to the William
Allen White School of Journalism and Mass
Communications to help them acquire the
knowledge and sharpen the skills necessary to
be effective journalism professionals. By gaining
experience through coursework, extra and co-
curricular activities and internships, students in
the J-School build their own road to success.
Scope of campaign:
The campaign will update the J-Schools website
and make it more interactive for students and
better utilize social media. We will focus our
online marketing efforts on creating Facebook
ads. We will also use public relations strategies
by setting up a booth at various cultural events.
We will create a diversity club within the
J-School that will take trips to area high schools
to answer questions about KU and distribute
promotional materials and handouts that will give
high school students the information they need
to apply for admission to KU.
7.1
Creative Plan
Writing is the foundation for every medium
The KU School of Journalism is known nationally for its leadership in providing a multidisciplinary cross-
platform curriculum that rehects the realities of the 21st Century workplace. Our News and !nformation
and Strategic Communication academic tracks prepare students for professions in today's rapidly
changing media environment.
KU J-School students excel in all areas. We placed hrst, for the third consecutive year, in the Hearst
Journalism Writing Awards, often called the College Pulitzers." The Kansan advertising staff also was
recently chosen best in the nation, for the second consecutive year, by the College Newspaper Business
and Advertising Nanagers Association.
!f you are interested in a program that will teach you the skills to succeed, and if you have a passion for
storytelling and maintaining the integrity of the profession, then consider becoming a Jayhawk Journal-
ist! To hnd out more and how to set up a visit, contact our Recruitment and Retention Coordinator,
Cassie Keefer, at (785) 86+-+768 or ckeefer@ku.edu.
Perspective Students Current Students Alumni Faculty & Research About
Journalism
student gets great
opportunity at
internship
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Twitter Feed
The William Allen White
School of Journalism and Mass Communications
Website Redesign
The redesign of the website is
a top priority for our campaign.
We want to implement larger
social media buttons and a more
organized navigation bar. We also
want to see more interactivity
with a current news ticker and
embedded videos, among other
features.
7.2
Creative Plan
Front view:
Handout to be
given to high
school counselors
and prospective
students
7.3
Creative Plan
Back view:
Photos provided by
Chuck France, KU
photographer
7.4
Creative Plan
Facebook ads:
Google ad:
Photos provided by Chuck France, KU photographer
7.5
#3036 Non-Woven Convention Tote
Bag
100 200 500 1000 2500
S Silk-Screen $1.80 $1.71 $1.67 $1.63 $1.59 5C
Highlights
Made Of 80 Gram Non-Woven, Coated Water-Resistant Polypropylene
31" Handles
Attaches To Wheel Cart
Description
COLORS AVAILABLE
Red/Black, Navy/Ivory, Ivory/Royal Blue, Forest Green/Ivory or Yellow/Royal
Blue. Solid: Black or Royal Blue.
IMPRINT COLORS
Standard Silk-Screen or Transfer Colors
#6980 Spiral Jotter & Pen
100 250 500 1000 2500
$1.12 $1.07 $1.04 $1.01 $0.99 5C
Highlights
50 Page Lined Notebook
Elastic Pen Loop
Matching Ball Point Pen
Description
COLORS AVAILABLE
Frost: Green, Red, Blue or Purple. Solid: Black.
IMPRINT COLORS
Standard Pad-Print Colors
APPROXIMATE SIZE
3" W x 5 " H
Creative Plan
Items available at Snap Promotions located in Lawrence, Kan.
7.6
Creative Plan
A revamped website
for William Allen White.
The website is more
dynamic and interactive
and also features social
media buttons along
with external links to
the Schools website
and Facebook page.
The website, hosted by
Flavors.me, allows the
user to easily update
the site by connecting
to different social media
outlets. For instance,
Tumblr feeds text sec-
tions of the website.
Find a demo of the site
at:
http://favors.me/william_
allen_white2011
7.7
Creative Plan
7.8
Creative Plan
JO(IN)!
JO(IN)! will act as a recruiting and retention
organization meant to create and uphold
multiculturalism in the J-School. Broken down
into three branches, recruitment, retention and
publicity, club members can choose which area in
which they would like to participate. Involvement
will include helping generate all promotional
materials for the club, so that it is completely
independent and student-run. All members of
the club will undergo a diversity training session
along with the staff of the Daily Kansan.
The recruitment committee will visit area
high schools with high minority populations to
distribute information about KU and answer
any questions the students may have. The
retention committee will focus on helping
new students adjust to college life and provide
advice as peer mentors in an effort to help any
struggling students. The publicity committee will
organize events once a semester. These events
will promote the importance of diversity in
journalism and potentially serve as fundraisers.
Events will include guest speakers, workshops
and informational sessions.
In particular, the recruitment team will be in
charge of forming relationships with potential
J-School students. The members of the
recruitment team will each have his or her own
business card with the core information such
as the student ambassadors name, personal
email and phone number. The cards will also
contain valuable information for how to contact
the J-School through different channels, with
an emphasis on social media. The main goal
of the recruitment team is to be available to
students who have questions so that they may
direct the students to the right department to
contact, or answer the questions themselves
and continue the dialogue necessary to ensure
incoming students feel welcome, secure and
knowledgeable about the institution.
The outcome of a student organization
structured this way should be a rise in minority
student enrollment, higher retention rates and an
organization that provides students with valuable
experience utilizing skills that they learn in the
J-School.
Core membership in this student organization
will come frst from the Journalism Student
Ambassador Program. Each committee will have
its own head who would report to the club
president. Once the club has been established,
students outside of the JSAP will be invited to
seek leadership positions.
7.9
Creative Plan
7.10

My advice to the women of America is to raise
more hell and fewer dahlias.

-William Allen White

Brick #8
Media Plan
Brick #8
Media Plan
Media Objectives
Increase school of journalisms efforts to
reach diverse groups of students
Raise brand awareness among tech-savvy
minorities
Increase awareness of preexisting social
media pages, in particular Facebook
Acquire leads for prospective students
Media Strategy
Target 16- to 20-year-old, tech-savvy Hispanic
youth in Kansas using social media outlets.
Engage minorities and their families at
local cultural events like festivals and other
gatherings.
Reach target audience at festas Mexicanas
and other cultural events around the
state using event sponsorship and on-site
recruiting.
Messages
Journalism needs your voice; The William Allen
White School of Journalism is the one-stop-shop
where youll discover it, build it and apply it.
A diverse world requires diverse reporters;
build your diversity here.
Leverage yourself, brick by brick.
Media
Social Media ($0, will be updated by student
volunteers)
Facebook
Twitter
Hi5
Facebook ad ($300)
Google ad ($300)
Cultural Events ($500 or less travel cost per
event, $1500 total allotted budget)
- Hispanic/Latino Heritage Events (Fiestas
Mexicanas)
J-School amabassadors will attend these events,
set up a booth full of promo items and other
ways to connect with the J-School and hand
out business cards to prospective students. The
cards will have J-School and personal contat
information of each student. Goal is to form a
relationship and establish direct contact between
prospects and current students..
8.5 x 11 in Fact sheet for high school
counselors (1000 at $980 total)
Specialty Advertising from SNAP Promo
($500)
J-School branded mini notebooks (1000
count at $1010 total)
Tote Bags with J-School logo (500 at
$835 total)
Media Tools
Media alerts, press releases and pitch letters
for the media
Print fyers to be handed out at events
Business cards for student ambassadors so
that recruits have a student contact if they
want further information
Rollout and Important Dates 2011
June 1
News release 1 describing about JO(IN), the
J-Schools new diversity club
June 24-25
St. Johns Mexican Fiesta in Lawrence, Kan.
June 27
News release 2 about J-Schools presence at
Fiesta Mexicana in Topeka, Kan.
July 12-16
Our Lady Of Guadalupes Fiesta Mexicana in
Topeka, Kan.
August 01
News release number three, about new website
design
8.1
Media Plan
Fiestas Mexicanas
The tradition of festas mexicanas or Mexican
festas began in Kansas during the beginning of
the 20th century. Occurring once a summer, the
festas are an opportunity for Hispanics in com-
munities across Kansas to come together and
celebrate their traditions and culture. They range
in duration from one to fve days and consist of
music, dancing, food, parades and other activities.
The festas function sociologically as a way for
Hispanics to pass on their traditions from one
generation to the next (Kansas State Historical
Society, 2010).
The family-oriented events are an opportunity
for Hispanics to share their culture with the rest
of the community as well, often attracting tens
of thousands of people. Our Lady of Guadalupe
Parish in Topeka hosts one of the largest and
longest-running festas in the state. More than
60,000 a year attend the fve-day event, which
was frst held in 1933. In Lawrence, more than
10,000 people attend the two-day festa at St.
John the Evangelist Catholic Church. Other
notable festas take place in Kansas City, Wichita,
Garden City and Dodge City (Perez, 2010).
8.2

If our colleges and universities do not breed
men who riot, who rebel, who attack life with
all the youthful vim and vigor, then there is
something wrong with our colleges. The more
riots that come on college campuses, the better
world for tomorrow.

-William Allen White

Brick #9
Timeline
Brick #9
Media Plan
9.1
Brick #11
Budget
Brick #11
Budget
10.1
Brick #10
Predictions & Evaluation Measures
Brick #10
Predictions & Evaluations
Predictions
Will increase traffc to the J-School website
Current: 7-10,000 unique views/month
Predicted: 10-13,000 unique views/month
Our proposed changes to the website should in-
crease current students visits from once a month
to three times a week by providing frequent
updates (at least two a week from each social
media outlet alone) that would give students a
reason to visit the site. This increase should occur
within one academic year.
Will increase minority student presence
By executing the strategy weve developed, it
should be possible to increase minority enroll-
ment by 12 students each year for the next
fve years, thus reaching our goal of 12 percent
minority enrollment.
Will increase male population
Current: approximately 33%
Predicted: approximately 50%
Will heighten understanding of multiculturalism
The J-School will be an environment that fos-
ters a diverse journalistic outlook. Students will
participate in the diversity club and other events
that promote a global world view.
Will heighten brand awareness
After unleashing the campaign, the J-Schools
name will be more widely recognized, especially
among those communities with a high minority
population.
Evaluation Measures
Survey 1
Administer a survey to J-School faculty in De-
cember 2011 and May 2012. The survey will pro-
vide an opportunity to evaluate and refect on
the effectiveness of the Brick by Brick campaign.
The survey will measure how much diversity has
increased both in terms of climate, recruitment
and professional development. The School of
Journalism should also use the following fve-
point scale to assess the amount of diversity that
has been achieved. Results of the survey and
fve-point scale should be considered together
before deciding if further action is required.
QUESTIONS TO BE ASKED
1. Does minority enrollment in the J-School
refect the diversity of the state of Kansas?
2. Is there a disparity between the J-School and
campus-wide enrollment rates?
3. What efforts does the J-School make to
recruit diverse students?
4. Do you participate in conversations that
challenge your bias and/or stereotypes?
5. Do you lead and participate in conversations
at professional meetings that address issues
of diversity in higher education and in your
profession?
11.1
Predictions & Evaluation Measures
6. Does the J-School provide professional
development opportunities in the area of
diversity?
7. Do you participate in such activities?
8. What could you do to improve diversity in
the J-School?
DIVERSITY ASSESSMENT SCALE
(see fve-point scale on adjacent page )
Survey 2
Administer a survey to Kansas high school stu-
dents in December 2011 and May 2012 in order
to evaluate the current brand awareness and
brand image as perceived by adolescent minori-
ties. To ensure a representative sample, it is im-
portant the surveys be distributed as randomly
as possible. A survey administered prior to this
proposal in the spring of 2011 found that just
15% of high school students said they had con-
sidered attending the William Allen White School
of Journalism and Mass Communications. Future
survey results should be compared against this
fgure. Previous surveys were conducted using
Surveymonkey.com, an online survey tool. Use
Surveymonkey for future surveys to make com-
paring results easier.
QUESTIONS TO BE ASKED:
1. Have you ever heard of the William Allen
White School of Journalism and Mass Com-
munications at The University of Kansas?
2. Would you consider taking classes there?
3. Do you have a positive or negative image of
KU School of Journalism?
4. Where do you rank the KU School of
Journalism in relation to other journalism
schools?
5. Do you think of the KU School of Journalism
as being diverse?
6. Do you think of the KU School of Journalism
as being welcoming to minorities?
7. Do you plan on attending school there?
8. Demographic information
11.2
pg. 31 in Now is the Time:
Meeting the Challenge for a
Diverse Academy
11.3
Predictions & Evaluation Measures
Brick #12
Appendices
Brick #12
Appendix A
Recommendations

Consider implementing an article trade
between high school newspapers and The
University Daily Kansan.
Once a month, The Kansan would run a story
about a future Jayhawk written by a high school
journalism student from a rotating high school. In
turn, the high school would run an article written
by a Kansan staff writer. The articles in the high
school papers would be branded with KU colors
and insignia.
Fostering a connection between the J-School
high school students while theyre still in high
school would raise brand awareness among
young journalism students and minorities alike.
Provide more diversity specifc scholarships
from the School of Journalism
The School of Journalism could hold a J-School-
specifc session at New Student Orientation or
in materials given to high school coordinators
that give more details on the scholarships
offered, specifcally mentioning ones that
promote diversity.
Designate specifc roles for J-School
ambassadors
We would like to see the J-School ambassadors
have more specifc roles, such as a web
ambassador who will have a large part in the
J-Schools web presence for either the new
website, Twitter, Facebook, or other outlets.
Create a website section for recommendations
either by faculty or students. Call it Journalism
Hacks.
Journalism Hacks could serve as a resource
available to students that lists book, website,
blog, etc. recommendations. We also envision
Journalism Hacks to help the J-School be
more effcient without spending more money.
Students could read about how to put a
portfolio together, what a copywriter needs
to know, or when Adobe Suite tutorials are
happening in Budig. Students could send their
recommendations and advice via a Facebook
group, or submission form found on the website.
We would also like to see Journalism Hacks
serve as a connection between student
journalists and computer science students and
design students. We believe if a service was
available that connected students for creative
projects it would be a huge success. Perhaps it
would eventually lead to another student-run
group.
Produce a video spot using the following script
use offcial script production format located
in Appendix B.
12.1
Appendix A
12.2
Appendix A
12.3
Appendix A
12.4
Appendix B - Primary Research Materials
12.5
Appendix B
12.6
Appendix B
12.7
Appendix B
12.8
Appendix B
12.9
Appendix B
12.10
Appendix B
12.11
Appendix B
12.12
Appendix C
Bibliography
Admission Promotional Materials, Why KU?
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Bacchi, C.L.(1999).Women, policy and politics: The construction of policy problems.
Thousand Oaks, CA: Sage Publication
Baez, B. (2002). Affirmative action, hate speech, and tenure: Narratives about race, law,
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Ball, S.J. (ED.). (1990) Foucault and education: Disciplines and knowledge. New York,
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Bensimon, E.M. (2005). Closing the achievement gap in higher education: An
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Business & Company Resource Center Online Database, Colleges Universities and
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Ellsworth, E. (1999) Multiculture in the making. In Grant, C.A (Ed.) Multicultural
research: A reflective engagement with race, class, gender and sexual orientation (24-36).
Falmer Press
Goodall, S. (2011). How to Connect With the Heart and Mind of the Male Shopper.
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Green. M. (1989). Minorities on campus: A handbook for enhancing diversity.
Washington DC: American Council on Education
Huber, J., Murphy, M.S., & Clandinin, D.J. (2003). Creating communities of cultural
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Humes, Karen, Nicholas Jones, and Roberta Ramirez. Overview of Race and Hispanic
Origin: 2010. 2010 Census Brief.2. (2011): 1-24. Print
Hussar, William, and Tabitha Bailey. Projection of Education Statistics to 2019.
Washington: NCES, IES, Department of Education, 2011. Print
Iverson, Susan V. Now Is the Time for Change: Reforming Diversity Planning at Land-
Grant Universities. Journal of Extension. 46.1 (2008): 1-13. Print
Jones Ross, Felecia, Carolyn Stroman, and Linda Florence Callahan. Final Reports of a
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II, Journalism and Mass Communication Educator. (2007): 1-25. Print
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http://jmc.ksu.edu/site/
12.13
Appendix C
12.14
Appendix C
12.15
Appendix C
12.16