paPRika

Adding our own color & flavor

to PR since 2013.

Madelaine Clarke, Enrico Mirabelli, Mark Gilloffo,

Pauline Kulka, Kathy Ruda, Gordon Utendahl

Background
Her Campus Illinois is a local chapter of the
National Her Campus brand, which is the #1 online
community for college women.
! HC Illinois was founded in September 2010.
Goal
! To provide interesting content through unique blog
and lifestyle pieces related to the UIUC campus and
its eclectic, vibrant and intelligent student body.

Background Cont.
Content: Campus News,
Current Events, Polls, Profile
Spotlights

HC TEAM
! PR interns
Interests: Style, Beauty, Health,
! Social Media
Love, Life, and Career.
interns
Extras: Newsletter, social media ! Blogging interns
community, blogger network, job ! Copywriters
listings, surveys and giveaways.
! Editors
! Photographers

Strengths & Weaknesses

Strengths
! Good internal
communication
! Member participation
! Good content
! Strong leadership
! Well established chapter

Weaknesses
! Low readership relative
to campus
! Lack of attention to
detail in articles

Informal Research
! Website/Social Media

! Difficult to navigate
! Variety of articles
! Post content to social media

! Secondary Research
! Analyzed website analytics
! Page views, unique visitors

Findings:
! Beginning of the week = highest page views
! Higher viewership of UIUC related articles
! On average, 108% more page views
! On average, 111% more unique visitors

Formal Research
!Interview [internal public]
!HC Executive Board
!Survey [external public]
!102 random UIUC students
respondents
!Findings

Greek vs. Non-Greek readership!

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Objective 1
! Increase awareness of Her Campus
online magazine among non-Greek
UIUC students by 10% over the
course of the 2014-2015 academic
school year.

Strategy
! Form positive relations with
10-15 RSOs that reflect the
values and mission of Her
Campus UIUC.
! Examples: AAF, Rent the Runway, Impulse
magazine, T-Spot Dance Troupe, etc.

Tactics
! Write more campus-related articles.
! Bring coffee and donuts to other RSO
meetings.
! Become a significant source of news
coverage regarding campus events.

Evaluation
! Pre-and-Post Surveys
! Calculate variation (if any) between the
amount of social media followers from
the beginning to the end of the year.

Rationale
! Her Campus has had success with
partnering with RSO like Impulse Magazine
and Rent the Runway
! Non-Greek read more articles more
frequently
! More non-Greek students than Greek on
campus

Objective 2
! Increase Her Campus readership from the
University of Illinois students who are
aware of Her Campus by 25% during the
first 3 months of the 2014-2015
academic school year.

Strategy
! Make it easier for
publics to engage
with HC articles
through the creation
and optimization of a
mobile app.

Tactic
Create a Her Campus Illinois mobile app
! Employ push notification options
! Short URL links embedded in twitter and
Facebook lead to content in the application
! Feature exclusive app-only promotions
! Every email address (that opts in for promotion)
used in application download and sign-up will be
entered a chance to win tickets to HC campus
events

Evaluation
!Magazine page-views
!Social media shares
!Social media Interactions
!App satisfaction survey

Rationale
!! people have heard of HC have
never read an HC article
!Insights show difficulty in web
usage
!Online articles are what HC is
best known for

Budget
Coffee & Donuts- $100
Mobile App$500
TOTAL:

$600

Questions?