Team Campaigniacs: Matrix Steps 1-3

Step One: Background

Our client, the Gaylord College graduate program, seeks to strengthen alumni relations,
construct consistent promotional materials, increase enrollment and establish their identity.
The current situation with alumni relations is that there is no fluid connection between those who
have received a graduate degree and the college itself. Gaylord has a LinkedIn that is supposed
to be used for alumni engagement, but instead it acts as a bumper sticker for those who join or
follow the group. Types of desired alumni relations activities include former students speaking in
classes, or simply having alumni visit the college to say hello. The lack of alumni presence
online and on campus is a result of insufficient outreach to those currently enrolled in the
graduate college. Current graduate students are not being encouraged to have a connection
with the college or their classmates after graduation. Another issue is the lack of contact
information available for students who did not attend OU as undergraduates. If the college does
not have a way to contact these people how can they expect to have a strong connection upon
graduation? The same is also true for OU undergraduates as their emails are deactivated six
months after their graduation date. Personal contact information must be collected in order to
create ties between current and former students. Weak alumni relations can be addressed by
putting in place a system of contact for those who are currently in the college and those who
have graduated. Current students should be able to take advantage of the alumni network, but it
is not possible to give them access when the college does not have access either.
One of the main issues with graduate programs around the world is lack of awareness of their
existence and what exactly they offer. Graduate programs must rely on promotional materials to
increase their reach beyond the college. One of the main issues for the Gaylord Graduate
Program is inconsistent promotional materials. The current brochures and handouts that are in
circulation are out of date and do not have a cohesive message that describes and promotes
the program. According to the client, until we figure out which direction we want to go itll be
difficult to address the content needs, but with our website and print designs being the
newsletters, publications, etc. we have to define our key messaging down, incorporate them on
the website and keep the information updated.
Despite the variety of options of graduate degrees that Gaylord offers, enrollment is decreasing.
This is not only an area of concern within Gaylord College at the University of Oklahoma, but a
national occurrence. According to Catherine Rampell of the New York Times, Enrollment in
college is still climbing, but students are increasingly saying no to graduate school in the United
States. There are many possible reasons why enrollment is decreasing, one of which is the
increasing debt from their undergraduate education. Students may also be dissuaded from
pursuing a graduate degree because they do not see the value in a graduate degree.
As the journalism profession faces increasing economic challenges, journalism programs
around the country - including Gaylord - are at a crossroads. Prospective journalism graduate

students seek to define their education as either academic-driven or pre-professional. While

Gaylord's graduate program offers both robust research opportunities and skills training from
experienced professionals, the program lacks a clear strategy for orienting their brand around
these two schools of thought as this trend continues. "We currently dont have an identity
whether were preparing professionals for career advancement or for an academic role," said
Celia Perkins, Gaylord's director of communications.
Current Evaluation of Student Demographics
Enrollment Data for the Gaylord College of JMC Graduate Programs - Fall 2013

Figure 3) Includes Demographic Information over Total Number of Enrolled Students of Gaylord
College of Journalism and Mass Communication.

SWOT Analysis

Strengths
User-friendly website
Highly ranked program
Many options for M.A.

Weaknesses
Ineffective/inconsistent advertising
Some information is missing from website
Weak relationship with alum
Ineffective use of social media

Opportunity
Advertising to OU undergrads
Showcasing the high ranking and established professors
Showcasing agency space, high-tech facilities

Threats
Other programs offer flexible online courses
Other universities offer more specialized programs
Perception of Journalism M.A. programs is that they are not necessary

PEST Analysis

Political
State funding is unpredictable and can cause tuition to rise

Economic
The job market is improving, so people may feel less pressure to go to graduate school.

Social
More common for people to have a graduate degree.

Technology
Industry is constantly changing due to advancing technology
Gaylord offers high-tech facilities

Profile of Potential Publics:

Faculty/Staff- The faculty and staff of the Gaylord Graduate Program are looked up to by their
professional colleagues and fellow citizens. They are visible representatives of the high level of
education offered at Gaylord. They have diverse backgrounds and unique areas of

specialization. They are intimately acquainted with the issues, efforts and commitments of
Gaylord College.
Prospective Students- The students that the Gaylord Graduate Program targets come from a
variety of different backgrounds and have diverse interests. For example, some students are
interested in pursuing a graduate degree to practice in the professional world, while others are
looking to go into academia.
Alumni- These individuals are already in the workforce, and have the opportunity to give back
to the Gaylord graduate program through volunteering and monetary donations.

Step Two: Situation Analysis

Gaylord College has a strong graduate program with multiple degree options across the mass
communication spectrum. However, the program must be able to adapt to changing trends in
journalism, build bridges with alumni, and establish a clear identity for the future. The program
has an opportunity to strengthen its offerings by attracting more quality students.
Because enrollment is declining, the need for more students is stronger. The program's
unfocused brand makes it more difficult to communicate its strengths to potential students and
retain relationships with alumni. Overcoming these challenges will allow the program to be more
competitive at a regional and national level.

Step Three: Core Problem/Opportunity

By establishing a clear identity as a program that develops students academically and
professionally, Gaylord College's graduate program can increase the quantity and quality of their
applicants who, in turn, will become more engaged alumni.