Table of Contents

Executive Summary ......................................................................2 About BarkBarkPR.......................................................................3 Team Members ................................................................5 Research ........................................................................................7 Secondary Research .......................................................7 Preliminary Key Publics .................................................8 Primary Research ...........................................................8 Primary Research Methodology...................................8 Primary Research Key Findings .....................................9 Confirmation of Key Publics..........................................9 SWOT Analysis...........................................................................13 Situation Analysis......................................................................15 Central Core of Difficulty..............................................16 Campaign Goals.........................................................................17 Communication Goals..................................................17 Client Brand Positioning..............................................17 Mission ...........................................................................17 Brand Values...................................................................18 Campaign Theme...........................................................20 Strategic Plan...............................................................................21 Evaluation.................................................................................28 Message Matrix..........................................................................30 Timeline......................................................................................34 Budget..........................................................................................39 Appendix....................................................................................41

Executive Summary

Since 1887, UNC Summer School has aimed to provide UNC Students, as well as visiting students, with the opportunity to engage in academic studies during the summer months of the year. In the past, UNC Summer School has been organized into distinct and separate sessions: Summer Session I and Summer Session II. With such high interest for summer school classes, the UNC Summer School developed a pilot program in 2007, now known as Maymester, which would accompany Summer Sessions I and II. Since Maymesters inauguration in 2010, the UNC Summer School typically enrolled between 6,0007,000 students per summer. For the first time in the past five years, UNC Summer School noticed a decrease in attendance during its 2013 summer sessions with a 3.4 percent decrease in enrollment. As a result, UNC Summer School had to cancel over 40 courses, including nine Maymester courses. At this time, the UNC Summer School staff believed the decrease was a result of less federal financial aid to assist with tuition, as well as an improving economy that allowed UNC students to find summer jobs and internships. After conducting primary and secondary research with target publics including UNC students and faculty, BarkBark PR has determined that the UNC Summer School needs a new adjustment in its brand image. Many students polled believed that UNC Summer School was not a top priority or the right fit for their summer. Furthermore, many UNC faculty and professors believed that UNC students were not interested in summer school; faculty and professors believed students were more interested in summer jobs and internships. To combat these issues, BarkBark PR believes that a communication campaign entitled Get it Done. Have Fun. can prove to UNC students that summer school is a practical and optimal academic priority, as well as an important Carolina college experience that should not be ignored. With this communications campaign, BarkBark PR believes UNC Summer School will notice an increase in awareness and enrollment in just two summers. UNC Summer School is an important part of the UNC college experience. We believe that by adjusting the Summer School brand we will be able to attract many more enrollees and show that UNC Summer School is the place to GET IT DONE, HAVE FUN.

ABOUT BARKBARK PR
Brand Positioning Statement
Navigating through todays noise can be tough with the speed of the worlds innovation and technology. BarkBark PR practices the aggressive initiative your company needs. To keep clients visible and above the rest, our team compiles the perfect blend between traditional and new public relations. We fuse creativity and strategy to cut through the chaos and have your message be heard by the right people.

At BarkBark PR, our bark is just as fierce as our bite.

Mission
To provide clients with a communication strategy that projects their brand in the most accurate and efficient way possible, we integrate research analytics and out-of-the-box creativity to project your voice loud and clear with the right messaging.

Values
Integrity We hold ourselves accountable for our work and value the importance of consistency in our actions, methods and principles. We believe in our strong foundation of moral character and carry it with us through the entire campaign process. Accuracy We get it right the first time, every time. Setting high standards means we work to reach and exceed them in a timely manner.
Loyalty Our clients are the reasons BarkBark PR is able to continue exercising creativity and take action in producing brand messaging and communication strategies unlike any other agency. Loyalty to clients is of the greatest priority, and our commitment to perfecting the creative process in order to create the highest quality messaging is a product of it.

Communication We want to keep our clients in the loop. We believe that in order to do our work well, open communication is key. We make it a priority to be open and honest and we ask the same of our clients. Staying connected leads to stronger relationships, better ideas and quality work. Creativity We love coming up with big and bold ideas that are unique and memorable. We can promise that our communication strategies will surpass our clients expectations and leave a lasting impression with their various target publics.

Team Members

Connolly Walker is a senior in the School of Journalism and Mass Communication at the University of North Carolina at Chapel Hill. Connolly is studying public relations with immersions in political communication and marketing. Currently, Connolly is the marketing director and agent intern at Pam Herndon State Farm in Chapel Hill, NC. At the agency, Connolly creates and designs monthly State Farm promotional items, as well as network with local realtors and apartment complexes to increase State Farm referrals. Growing up, Connolly always knew she had a knack for taking a small idea and transforming it into a big event, which is why she is so excited to be a member of BarkBark PR. At the agency, Connolly is certain she can help take a clients problem, find a solution and create a memorable and positive experience for all involved.

Madeleine Kainz attends the University of North Carolina at Chapel Hill and is a senior. She majors in journalism focused on the public relations track and has a minor in Entrepreneurship. Her last internship was at EASTWEST PR in Beijing, China. EASTWEST is an Asian agency that helps western companies market to the Asian culture. At EASTWEST Madeleine worked on managing events and creating project pitches. Madeleine loves big ideas, taking risks and finding solutions. She started working at BarkBark PR this year and believes she has found the place that finds the perfect merge of creativity and professional structure.

Alison Lee is a senior public relations major in the School of Journalism and Mass Communication at the University of North Carolina at Chapel Hill. Outside of class, she gains hands-on agency experience at Koroberi, Inc., a Chapel Hill-based B2B agency, as an integrated marketing and public relations intern. From social media managment to client buzz reports, her responsibilities span across all communication strategies, including advertising, marketing and research. Alison also minors in social and economic justice, with a passion for education policy and reform. At BarkBark PR, Alison exercises her expertise in strategy execution, design and fusion public relations.

Jordan Prince is a senior at the University of North Carolina at Chapel Hill majoring in Journalism Public Relations with a minor in Southern Studies. Jordan will graduate in May 2014 and is originally from Mint Hill, NC. He has gained experience writing press releases, creating fact sheets and designing brochures as an intern for non-profit organizations such as the Walking Classroom Institute in Chapel Hill, NC and 2trees in Fort Lauderdale, Florida. In addition to public relations, Jordan serves as an intern for Cru and works an Office Assistant with UNC Housing. Growing up, Jordan always wanted to be involved in journalism, especially as a sports writer. However, after working as a reporting major, he decided to switch to public relations where communication is much more cooperative, which makes him a great fit at BarkBark PR.

RESEARCH
Secondary Research of Similar Organizations, Existing Trends & Opinions
In order to begin identifying the key publics and strategies, the team began with secondary research. This consisted of research on the clients background and the trends, opinions and perceptions of summer school nationwide. One of the main tactics used in this secondary research was individual online research of news sources and scholarly articles. From the online research, the team learned that the majority of media coverage on summer school nationwide revolves around summer school at the high school level. Many schools are cutting their summer school programs because of budget issues; however, some school districts are using summer school to close the achievement gap that exists between students of lower and higher socioeconomic statuses. The media coverage of summer schools at the college level showed that summer school is actually on the rise nationwide, which contradicts the trend at UNC. Students are flooding summer schools at other colleges and universities because tuition is often much cheaper in the summer and because many students are trying to graduate early. Media coverage for UNC Summer School in particular is very minimal, with only two Daily Tar Heel articles published that covered the drop in enrollment at UNC Summer School. Secondary research also consisted of a group question-and-answer session with UNC Summer School Dean Jan Yopp. From this Q&A session, the group learned that the majority of people who attend UNC Summer School do so because they are catching up on credits, want to have an easier fall or spring semester, or they are trying to graduate early. The group was also able to find out that the UNC Summer School office is trying to attract more high school students to the summer sessions, which helped the team identify another key public.

Preliminary Identification of Key Publics

Prior to conducting the primary research for the UNC Summer School campaign, the BarkBark PR team carried out secondary research in order to identify key publics. This secondary research was completed through the use of online sources and an interview with Jan Yopp, the dean of UNC Summer School. Based on the secondary research, the preliminary key publics identified by BarkBark PR were UNC faculty UNC students Local high school students and parents Visiting college students Transfer students

Primary Research
Our next step after identifying our potential key publics was to conduct primary research to gain more insight in determining final targets for the campaign. From this research we were able to issue a SWOT analysis, identifying our strengths, weaknesses, opportunities and threats for the campaign.

Primary Research Methodology

One of the primary research methods was the release of two quantitative online surveys, one sent out to students and one to faculty through digital communication, primarily social media. The survey was created through an online generator called SurveyMonkey. The survey yielded 178 responses from students and 65 responses from faculty. The questions consisted of multiple choice, rating scale, and various open ended- questions to give respondents further opportunities to explain their responses. Some of the questions asked for respondents possible reasons for why students attend UNC Summer School, a rating of the success of student participation in UNC Summer School and alluring and deterring factors to attending UNC Summer School. There were seven individual interviews for primary research, and they included a series of questions crafted by the BarkBark PR team. The interviews were very informal and were held in-person on campus the majority of the time. The subjects were all UNC students, the majority of which were upperclassmen, and there was roughly a 50-50 split between male and female students. The two focus groups had 5-6 subjects each, consisting of UNC Students that were both male and female. Participants included both former summer school students, and students who had never attended summer school. Each focus group lasted between 30-45 minutes and was hosted by a BarkBark PR team member.
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This portion of the primary research for both focus groups and personal interviews began with some demographic questions, followed by a question as to whether or not the subject(s) had attended summer school in the past. If the subject(s) responded no, the subsequent questions explored what the subject already knew about summer school, how he/she found that information, and why the subject did not choose to attend summer school. If the subject(s) answered yes, the subsequent questions explored why and when they chose to attend summer school, what their experience was like, and what they would change about their experience. Both sets of subjects, both those who attended and those who had not, were asked questions about their perceptions of UNC Summer School, questions about where they get their news, and questions about how they typically spend their summers.

Primary Research Key Findings

Students believe that getting an internship is more important and more valuable than attending summer school. Students believe that UNC Summer School is not worth the cost. For students who enjoyed attending UNC Summer School, the increased amount of time designated to fewer classes was most appealing. Students believe UNC Summer School courses are easier to obtain an A in than courses offered during the academic year. Students use the summer to make money for the school year, and believe attending UNC Summer School would be make this difficult. Students do not think it is necessary to take summer school, in general, in order to complete their hours in 4 years. Students believe that Chapel Hill is deserted or empty in the summer.

Confirmation of Key Publics

Due to key findings in the research, the three key publics that are confirmed from the preliminary key publics identification are UNC students, UNC faculty, and local high schoolers and their parents. In addition to the confirmed publics, the team also concluded faculty department heads at UNC and media outlets are also key publics that will be included in the strategic planning and messaging. Below is an explanation of all the key publics that are important to the overall success of this communications campaign. After completing the secondary research, the team identified a few key publics, but after completing the primary research and discovering which groups were most important to the campaign, we confirmed these selected publics:
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ALL UNC STUDENTS Since UNC students are the most vital and easily reachable customer of UNC Summer School, making sure that the team designs a campaign that successfully reaches all students on campus is a high priority. In order to do this successfully, the UNC student body population can be broken down into different segments that each have their own specific messaging. However, the team also decided to target all UNC students as a separate key public, and strategies and tactics were designed to reach the student body as a whole. UNC UNDERCLASSMEN UNC underclassmen are a segment of the UNC student population that include first-years and sophomores. This group is particularly important for the UNC Summer School campaign because they still have plenty of summers left in college. Also, underclassmen are often very focused on completing basic general education requirement courses, and since UNC Summer School offers many of these types of classes, underclassmen are a prime demographic. The research shows that UNC students, particularly underclassmen, currently think summers are for going home and working, especially since it is only their first or second year away from home. The BarkBark PR team wants to convince them that Summer School is a viable option for their summer, and that it can be both productive and fun. UNC UPPERCLASSMEN The UNC upperclassmen public are another segment of the student population that is key for the UNC Summer School campaign. These students are juniors, seniors and fifth-year seniors that are focused on graduating on time and making sure they are ready for the professional environment. The teams research shows that because this group is nearing the end of their college experience, so many of them want to ensure that their summers are as productive as possible. Therefore, many upperclassmen tend to place internships and work experience related to their career paths as the highest summer priority. In order to convince them that UNC Summer School should be of the highest priority, the campaign must introduce summer school as a productive choice that will lead to brighter futures. UNC upperclassmen are also the portion of the student body that focuses on graduating on time, so it is important to communicate the availability of courses that are necessary for graduation such as general education classes. Upperclassmen are also further along in completing their major classes, so it is crucial for the campaign to target certain professional schools such as the School of Journalism and Mass Communication, the Kenan-Flagler Business School and Gillings School of Public Health, along with many other
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departments. Additionally, because upperclassmen only have a few semesters left before they enter the workforce, they value time with friends and having fun with the limited time they have left as college students. Therefore, the team wanted to ensure that the messaging for upperclassmen connotes a sense of fun that runs along with the sense of productivity. PROFESSORS, DEPARTMENT HEADS, STAFF ADMINISTRATION The professors, department heads and staff administration at UNC are all combined into one key public that the team identified in the secondary research and later confirmed through the primary research and strategic planning. While one of the main goals of the campaign is to increase student enrollment at UNC Summer School, it is of extreme importance to ensure messaging is targeted at the faculty in charge of teaching UNC Summer School classes. This public is interested in not only filling classrooms, but also helping their students and having time to carry out their own personal research. Targeting staff administrators and department heads is crucial because they are the ones in charge of deciding which courses will be offered over the summer and which professors will teach those courses. The teams research has shown that students highly value taking summer classes that either fulfill a graduation requirement or offer hands-on learning experiences. Therefore, this campaign will leverage this public by making sure the best classes are offered, and also making sure that students are fully aware of the classes that are offered. The research also shows that students are influenced by professors and advisers, so this public will be used to do just thatto influence students into thinking that UNC Summer School is a high priority. HIGH SCHOOL STUDENTS AND PARENTS IN TRIANGLE REGION In addition to UNC faculty and students, a key public will be locassl high school students and their parents. In the secondary research, UNC Summer School Dean Jan Yopp discussed the process of admitting high school students to UNC Summer School, and she said the summer school office definitely wants to admit more high school students. Secondary research also showed that high school students are eager to get a head start on their college degrees, and admitting high school students would help fill summer school classrooms. Also, the proximity of Triangle-area high school students to the campus will make them a viable option to take summer school classes. One major influencer for high school students is their parents, which is why they are also enveloped in this key public.

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ALL PUBLICS The last key public is very generally a summation of all the publics mentioned above. While some of the messaging for the campaign strategically targets certain publics individually, some of the strategies are targeted at any and all of the publics that can possibly be reached. For example, this campaign will make use of a media relations campaign that could reach more than one of the publics at once, so the team wanted to include one final public that is constituted of all the groups above.

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SWOT Analysis
The following table explains the strengths, weaknesses, opportunities and threats the BarkBark PR team must consider when creating an effective communication strategy for UNC Summer School.

STRENGTHS

WEAKNESSES

UNC is a highly ranked and accredited nation- The high tuition costs for UNC Summer al university, and its summer school program School will not fall. continues the prestigious image through the A disconnect between the UNC Summer summer. School department and other departments ex With three summer session periods (Maymeist due to a lack of internal department adverster, Summer Session I and Summer Session tising. II), students can have a flexible summer sched- A lack of a consistent digital and social media ule and plan according to their preferences. presence UNC Summer School offers a diverse selection of courses between the three sessions, many of which fulfill general education requirements, as well as major requirements. The leadership at UNC Summer School is very open-minded to both creative and strategic tactics in order to garner interest in the program. The UNC Summer School department is established and recognized within the universitys inner-faculty.

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OPPORTUNITIES
Academically ambitious and competitive high school students are eager to enroll in challenging courses, and UNC Summer School provides that opportunity. High school students parents perceive college courses for their children to be an opportunity to exceed the competition. UNC Summer School registration takes place during the academic year.

THREATS
Students believe summer is an ideal time to attend study abroad programs. Free summer online courses are available through other institutions. Students believe jobs and internships are more profitable in their investment of time and finances than attending summer school. The current economic state of many students and their families prevents Summer School from being a priority. UNC Summer School must fight the summer is a time for break and summer school is punishment mentalities.

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SITUATION ANALYSIS
Primary and secondary research provide sound evidence behind the agencys communication goals and strategies. Patterns and consistency in the results of the different research methods confirm a handful of perceptions prior to the research. Based on the primary research, college students do not perceive summer school as an opportunity for personal or academic advancement. Other priorities, such as internships, work and personal time, compete with summer school as a valuable use of summer vacation. Another key finding of the survey is the financial wariness students take when students are exposed to summer school. One of the biggest deterrents for students against summer school is the high cost of tuition, in addition to housing. The overall stigma of Chapel Hill as a deserted town over summer vacation also deters students from wanting to stay. However, qualitative primary research also reveals some positive perceptions of summer school. More time designated for classes due to a lighter schedule was the strongest positive. Courses taken over the summer are also perceived to be easier to obtain a higher grade, according to the survey. In order to gain a loose understanding of the current situation of both UNC Summer School and summer schools nationwide, the BarkBark PR team completed secondary research. This research mainly involved looking through news sources online and in print as well as a Q&A session with UNC Summer School Dean Jan Yopp. The findings for the online and print research were compiled into a situation analysis document and broken down into the following subsections: current and existing trends, issues that need further research and media coverage on the topic. From the online research, the team discovered that at a national level, summer school enrollment at colleges and universities is on the rise. Students are choosing to attend summer school since those classes are often cheaper than courses taken in the fall or spring. Additionally, students are eager to graduate earlier and get to the job force earlier, so summer school is an easy way to accomplish those goals. Secondary research of online sources also found that online learning is becoming more and more available. Dean Yopp also expressed her interest in increasing enrollment for online courses that were offered over the summer. The team was also able to discover that media coverage for UNC Summer School in particular was fairly low. Locally, UNC Summer School was only mentioned in a handful of articles, most of which were published in Chapel Hills own newspaper, the Daily Tar Heel.

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Central Core of Difficulty

Because UNC students believe summer school is not an optimal summer priority or experience, UNC Summer School attendance has been decreasing, threatening the life of the program itself.

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CAMPAIGN GOALS
Communication Goals
BarkBark PR has created the following communication goals for the UNC Summer School Get It Done, Have Fun Campaign Increase the enrollment of UNC Summer School by establishing it as an opportunity that Carolina students should not ignore during their time at Carolina. Launch a communications campaign that promotes UNC Summer School as the best option for Carolina students summer experience and their future. Establish UNC Summer School as a dual opportunity to enjoy the Chapel Hill summer experience while achieving academic progress. After conducting the above research, BarkBark PR proposes that the UNC Summer School embrace the following brand positioning statement, mission statement and core values which will align with the communication goals and campaign theme of the Get It Done, Have Fun campaign.

Client Brand Positioning Statement

To UNC Students who are always looking to stay ahead both academically and professionally, UNC Summer School is a viable and practical solution that offers unique and diverse course opportunities to enrich UNC Students while having a fun and enjoyable Chapel Hill summer experience.

Mission
Our mission is provide Carolina students with unique opportunities to cultivate their passions and focus on a particular course of study, while enriching their time at Carolina with a Chapel Hill summer experience unlike no other.

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Brand Values
CULTIVATING YOUR PASSIONS We appreciate that Carolina students fall in love with a particular subject matter, but we believe in providing the room for Carolina students to foster that love into a lifelong passion. UNC Summer School provides the freedom Carolina students need to take an exclusive journey on various courses that will grow and cultivate their choice of study, which may not be offered or able to fit in a students schedule during the fall and spring semesters. ENJOYMENT IN LEARNING During the fall and spring semesters, Carolina students may find that the course overload disillusions the learning experience. We strive to put the enjoyment back in learning by offering intimate learning environments where professors and students together can grow in the company and conversations of one another. EXPLORATION We value the opportunity to explore courses beyond a single major or minor, whether it be a course in English Literature, Environmental Law or Religious Studies. We also value the opportunity to explore a quiet and peaceful Chapel Hill during the summer. Finally, we value the importance of exploring oneself and gaining a sense of balance and empowerment. FOCUS We aim to provide students with a summer where they can focus on a particular course of study. This focus provides a depth into a subject matter that may be skimmed over during the normal fall and spring routines. We believe that being able to fully appreciate a single course will add a unique enrichment to the four-year Carolina experience. FUN We get that Carolina students like to work hard, play hard, but sometimes Carolina students cap the fun, college times to focus on their schoolwork during the fall and spring semesters. However, UNC Summer School provides the perfect balance for Carolina students to do both. The class schedule allow for students to work during the day and use the afternoon and evening to enjoy Chapel Hill in the summer.

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PARTICIPATION To grow as a life-long learner, we recognize that Carolina students should be given the chance to participate in intellectual conversations rather than be lectured to. During UNC Summer School, Carolina students are provided with an opportunity to participate in stimulating conversations with students, graduate students and professors. We believe that it will be these conversations that Carolina students will cherish and remember for a lifetime. UNIQUE OPPORTUNITIES At Carolina, we want the world to be the classroom for our students. This is why the UNC Summer School aims to provide professors with the unique opportunity to take their students on field studies during the summer. We value that it is these hands-on learning experiences that brings life to the courses and fulfills a personal and intellectual growth within Carolina students. Such field studies include exploring the marsh lands in eastern North Carolina and visiting the old slave warehouses in Charleston, South Carolina. ONCE IN A LIFETIME SUMMER EXPERIENCE We believe that the Carolina college experience is like no other in the world. But to fully experience Carolina we urge every Carolina student to partake in a Chapel Hill summer. We can promise that it will be a once in a lifetime summer experience because it will provide the opportunity to not only grow as a student, but as a person.

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Campaign Theme
BarkBark PR proposes the following campaign theme for the UNC Summer School. We believe that this campaign theme and its message will effectively reach the target publics. In its simplest terms GET IT DONE, HAVE FUN is about showing how fun summer school can be, while still being a productive part of a students summer. As students experience increased pressure to get a job and perform at a high level, school has lost some of its excitement. Students often state that getting a job or an internship was their highest priority for the summer because they needed to stand out when it came time to start a career. However, students dont realize, or arent being told, that summer school can cultivate these same skills and also help them stand out. Our theme involves explaining how beneficial summer school can be to a resume. We also want to stress that college is a once in a lifetime experience. While we do believe school is important, there is more to experience besides hitting the books. We want to emphasize the SUMMER in summer school. We will do this by blending some of summers best qualities into our own campaign theme. Summer is known for less structured time, spending time outdoors and socializing. We want to illustrate all the wonderful experiences a student can have in Chapel Hill during the summer. Through our GET IT DONE, HAVE FUN campaign we aim to show students why summer school should be their priority for the summer. Summer school can help students stand out, but it also allows them to live their college years to the fullest. We want to show students the benefits of living in Chapel Hill, including a peaceful campus under the southern sun with friends. And students can enjoy their summers in Chapel Hill while being productive and getting work done by attending UNC Summer School.

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STRATEGIC PLAN
Objectives
Build awareness of UNC Summer School and establish it as the most productive and fun way for students to spend their summer by launching a branding campaign with the theme Get it done. Have Fun, increasing student enrollment by 10% by August 2016. Raise awareness among parents of the importance of collegiate-level courses for high school students by launching campaigns in all the high schools in the Research Triangle region by summer 2015. Shift unfavorable perceptions of UNC Summer School by showcasing the fun opportunities available with a short-term campaign blitz that serves to increase enrollment by 3% by August 2015. Build awareness of UNC Summer School among students by partnering with department advisors to launch a promotional campaign within their programs. Enroll one advisor in each department by May 2014 with a goal of increasing student awareness 25% by August 2014 and 40% by August 2015.

Key Publics, Strategies & Tactics

KEY PUBLIC: UNC underclassmen STRATEGY Launch a public relations campaign that targets underclassman through unique and fun promotional and publicity events. MESSAGE The idea is to communicate to freshmen and sophomores that Summer School is a fun and productive way to spend their summer. Emphasize the idea that students can fulfill a lot of general education requirements at Summer School, and inform them of the availability of on-campus housing for Summer School. Also, include possibilities of getting a job on campus and how going to summer school saves money in the long term. TACTICS Design print ads and digital signs that convey the idea that time spent at summer school is a great way to be productive with your summer as opposed to sitting at home. Paint the idea that by knocking out general education requirements, the
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school year will be easier. Place print advertisements in popular south campus locations. Examples: posters in Rams Rec Center/Gym, print ads in the napkin holders in Rams Head Dining Hall, posters in popular study spots in SASB South. Use grassroots campaign efforts such as chalk messaging on popular south campus walkways or in Rams Plaza that promote UNC Summer Schools many benefits. Enlist the help of ambassador team and department heads to create a presentation/meeting that will be held in the schedule for each CTOPS session so that incoming students and parents are aware. KEY PUBLIC: UNC upperclassmen STRATEGY Launch a campaign that targets upperclassmen by promoting UNCs professional schools and departments as a bright and wise choice for your summer. MESSAGE Research shows that most students think summer school can not offer the same benefits as getting a summer internship, but if we can paint the picture that summer school is just as beneficial and that it even allows students to do both at the same time (hold an internship and attend summer school), then these upperclassmen would think more highly of summer school. Also, show upperclassmen that if you decide to go to summer school, it is a decision that will make you stand out when looking for a job because it is a wise financial decision. TACTICS Place print and digital advertisements in professional school buildings (i.e. Kenan-Flagler, Carroll, School of Public Health, etc.) that communicate the fun and beneficial opportunities of summer school, as well as the essential contact information and social media pages. Prepare a brochure that we can give to career services staff that lays out all the internships that can give you course credit as well as the high-level courses offered that are necessary for professional school degrees. Develop a team of Summer School Ambassadors, using former summer school students, that could develop a quick, 30-second video testimonial of some of their peers and their positive experiences in summer school.

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KEY PUBLIC: Professors, Department heads & Staff Administration STRATEGY Partner with department heads and staff administration to facilitate a Summer School Day campaign to change students negative perceptions of UNC Summer School. MESSAGE Research shows that students enjoy summer school classes that are fun, so we could use a unique campaign for each department that displays the fun, hands-on learning that goes on during summer school, and distribute the campaign through department heads and influential professors in each department or professional school. TACTICS Develop a team of Summer School Ambassadors, using former summer school students, so that the teams could be liaisons between professors and the summer school office. Use ambassador team to contact department heads or influential professors in each department, preferably ones that teach summer school courses, and have an information session where we can inform them of what our campaigns goals are for each department. Design a brochure or flyer that describes the unique summer courses offered in each department and the benefits of smaller class sizes and easier workloads in the regular school year. Tactic: Encourage professors to take a small section of class time in which the summer school faculty rep. for each department can give a little information on what summer school looks like for that department and pass out brochures. Tactic: Make Summer School Day t-shirts that professors and ambassadors could wear on that given day (kind of like First Amendment Day in the J-School. Encourage professors to take a small section of class time in which the summer school faculty rep. for each department can give a little information on what summer school looks like for that department and pass out brochures. Tactic: Make Summer School Day t-shirts that professors and ambassadors could wear on that given day (kind of like First Amendment Day in the J-School).

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KEY PUBLIC: High school students and parents in the Triangle region STRATEGY Establish a board of UNC Summer School Ambassadors to foster promotions with area high schools. MESSAGE Idea is to create a team of students who have taken summer school and put them in leadership positions so that they could go into high schools and communicate the benefits of summer school. Going into the schools to talk to students will not only allow us to pitch the great benefits of getting a jump start on their college education, but will also allow us to build a strong relationship with the counseling staff so they can help us in communicating to parents. TACTICS Design print advertisements and leave-behind brochures that include messaging that targets high school seniors and juniors. Organize a team of students who have taken summer school and complete a tour of each school going into as many classrooms as possible and hold afterschool information sessions. Create a Facebook group for high school students interested in or committed to attending UNC summer school. Ambassadors are to be readily available for questions and encourage discussion among the students. Work with counseling departments to mail out summer school brochures/posters? to potential students. Work with UNC Admissions Ambassadors to include a mention and give available brochures about UNC Summer School on tours given around campus. KEY PUBLIC: All UNC students STRATEGY Promote UNC Summer School registration by holding a week-long event on campus called Summer Came Early.

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MESSAGE Summer School needs to be on the minds of students as the registration period begins, so they have ample time to prepare and discuss it with family and friends. The public demonstration displays would be used to disseminate information about registration times, the benefits of summer school and class availability. TACTICS Create Summer Came Early posters and print ads to generate buzz for the event. Set up tables in the Pit where Summer School Ambassadors pass out promotional items and giveaways throughout the week. Promotional items include sunglasses, cozies, stickers, tank tops, beach balls, key chains, towels and tote bags. UNC students will be asked to tweet using the hashtag UNCSummerSchool to receive any promotional item. Have a day where Sweet Frog is brought in to cater and give out frozen yogurt in the Pit, while UNC Summer School Ambassadors give out brochure. Set up a photo booth in the Pit where students can have their picture taken and posted on UNC Summer Schools Facebook profile. Rent a popcorn machine and pass out bags of popcorn in the Pit that have the UNC Summer School sticker on each of the bags. Line the quad with beach chairs and beach umbrellas so students can sit and study. Place promotional items/brochures in each of the chairs. Host a sand volleyball tournament at South Campus Rec Center. Winners receive a bag of promotional items and tank tops. Partner with baseball team and have baseball players promote by filling in beach chairs, dressing up and participating in the events. Leverage the promotion of UNC baseball games. STRATEGY Develop and launch the day in the life summer video series. TACTICS Begin promoting and drawing attention to the video series by asking students to tweet their favorite part of summer using the hashtag, #UNCSummerSchool, as part of the day in the life contest. Use Summer Came Early to promote this contest. Give away a variety of promotional items as prizes to the best entries in to the contest.

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 Select 4 diversified students to follow throughout 2014 summer school and document a day in their lives. Specifically: Students who also have internships; students who utilize open campus facilities, such as the gym or media rooms; students who enjoy the pools and other on campus amenities. Use the material gathered from summer 2014 to continue and promote the program in future years. Post the day in the life video on the website to show students the different types of awesome summers they can have! KEY PUBLIC: All publics STRATEGY Launch an on-going media relations campaign that brands UNC Summer School with the theme Get it Done. Have Fun. MESSAGE In order to leverage local media in the best way possible, we will prepare the client with a kit that includes press releases, fact sheets, advertisement ideas and an op-ed articles or letters to the editor. This would be a fairly simple and easy way for the client to get information to the public through a traditional medium. TACTICS Write up a press release that brings attention to the re-branding of UNC Summer School and the events that surround the re-branding such as Summer Came Early Week and Summer School Day. Prepare a fact sheet that gives information on the tuition rates, course availability and registration information for UNC Summer School. Create print advertisements that would contrast the sense of productivity that comes from taking summer school classes against the potential dissatisfaction that could be involved with going home and getting a part-time job. Publish print ads in local publications (DTH, N&O, Carolina Alumni Review, Blue and White). Write up a prepared letter to the editor or op-ed article that explains the many benefits of staying in Chapel Hill for the summer and taking summer school classes. Create a media kit with key information for the public relations representatives of UNC Summer School. The media kit will include a calendar of events and a timeline of press release dates, events and important university dates.

26

 Create an information kit for professors and staff with a timeline and detailed information on how to apply to instruct a summer school course, the benefits and contact information. Construct a YouTube video following the Day in the Life of several summer school students over the summer of 2014. The video will be no longer than 3 minutes and will feature four Carolina students.

27

EVALUATION
As a team, BarkBark PR realizes just how crucial evaluation is to the process of completing a successful campaign. Without evaluation, there is no way of knowing whether or not the campaign achieved the goals and objectives set from the very beginning. In order to successfully evaluate the teams work, we must measure our success through some key points. Preparation We know that research is the core to any great campaign. Understanding who our target audience was allowed us to build our strategic plan. We can measure if our research was gathered, organized and implemented successfully by seeing if our strategy fixed the issues and problems that students have with summer school that we discovered in our research. To do this we will distribute our same survey after one year of our campaign being active and determine if our results are different. Implementation We will measure our implementation by measuring the buzz around our campaign. We will do this by tracking facebook, twitter and media mentions about UNC-Summer School and GET IT DONE, HAVE FUN. We will also measure the engagement online and in the community throughout the course of the campaign. This will be done by looking at event attendance and twitter/facebook/google analytics. Impact At BARKBARK PR we know that the bottom line is the results. We want to get you your results and show you how amazing they are! The number one way we will measure our impact is through the percentage change in the number of summer school attendees. We will also put out a yearly survey measuring our target audiences attitudes towards summer school. Finally we will measure if we reached our objectives in the following ways: Evaluating the Objectives A. Build awareness of UNC Summer School and establish it as the most productive and fun way for students to spend their summer by launching a branding campaign with the theme Get it done. Have Fun, increasing student enrollment by 10% by August 2016. 1. Analyze Twitter and Facebook analytics to evaluate the UNC Summer School impressions.

28

2. Survey UNC Students at the end of Summer School 2014 and ask if they know what the slogan Get it Done. Have Fun. pertains to. B. Raise awareness among parents of the importance of collegiate-level courses for high school students by launching campaigns in all the high schools in the Research Triangle region by summer 2015. 1. Survey high school parents to ask how they believe their children should be spending their summers. 2. Survey high school students to ask how they believe they should spend their summers. 3. Analyze the attendance of various information sessions and keep track of how many promotional items were given away. 4. Track any contact that UNC Summer School Ambassadors had with either high school students or their parents. C. Shift unfavorable perceptions of UNC Summer School by showcasing the fun opportunities available with a short-term campaign blitz that serves to increase enrollment by 3% by August 2015. 1. Evaluate the success of the Get it Done. Have Fun campaign by analyzing UNC Summer School enrollment statistics and compare to previous summer school sessions. 2. Survey UNC Students asking about their impressions of and experience with UNC Summer School. D. Build awareness of UNC Summer School among students by partnering with department advisors to launch a promotional campaign within their programs. Enroll one advisor in each department by May 2014 with a goal of increasing student awareness 25% by August 2014 and 40% by August 2015. 1. Determine if we have successfully enrolled one advisor from each department by the May 2014 deadline 2. Survey and analyze UNC Students for their awareness and understanding of what various courses are offered during summer sessions. Overall, by measuring all of these factors we will be able to determine if we reached our goal of creating a brand identity within our budget.

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MESSAGE MATRIX
Key Public Self-interests

Influentials

All UNC students Preparing for post-graduate life, making good grades, being financially responsible, fulfilling major/degree requirements, enjoying their four years in school with friends and in the classroom Peers, parents, professors, financial situation, potential employers

UNC underclassmen Making good grades, finishing general education requirements, making money

UNC upprclassmen Building their resumes, making sure they are on track to graduate, having fun with friends before the leave college

Parents, peers, upperclassmen they look up to

Objectives

Establish summer school brand Get it done. Have Fun, to increase enrollment by 10% by August 2016. Showcase fun opportunities campaign to increase enrollment by 3% by August 2015 Launch a promotional campaign through faculty partners to increase student awareness 25% by August 2014 and 40% by August 2015.

Peers, professors, career services staff, older friends who have jobs (preferably UNC alumni), friends and employers from past jobs or internships, recruiters Establish summer school Establish summer school brand Get it done. Have brand Get it done. Have Fun, to increase enrollment Fun, to increase enrollment by 10% by August 2016. by 10% by August 2016. Showcase fun opportunities Showcase fun opportunities campaign to increase enroll- campaign to increase enment by 3% by August 2015 rollment by 3% by August 2015 Launch a promotional campaign through faculty Launch a promotional partners to increase student campaign through faculty awareness 25% by August partners to increase student 2014 and 40% by August awareness 25% by August 2015. 2014 and 40% by August 2015. Summer school will make Summer school is productheir regular course load tive and has plenty of beneeasier. fits for post-graduate life. Summer school is great for fulfilling gen-ed requirements. Summer school saves money; you can still have a job and do summer school. Housing for summer school is readily available It is possible to have a summer job or internship and take summer school classes. Summer school saves money and makes course loads easier. 30

Primary Messages Summer school is both fun and productive. Summer school offers a high selection of necessary and fun courses. Living in Chapel Hill in the summer is enjoyable and should be a priority.

Key Public Strategies

All UNC students 1. Summer Came Early Week 2. Day in the Life summer video series 1. Promotional tables in the pit. Sweet Frog frozen yogurt tables with informational brochure. Popcorn machine in the pit with summer school sticker. Line the quad with beach chairs and umbrellas with promotional items in the chairs. Set up photo both in the pit with pictures posted to Facebook account Host a sand volleyball tournament at South Campus Rec. Center. Partner with UNC Baseball to have them participate in Summer Came Early Week events. 2. Tweet campaign #UNCSummerSchool. Prize contest for best tweets from tweet campaign. Select four students with diverse summer school experience. Film and produce video that follows a day in the life of the four students in summer school. Post the video and promote online.

UNC underclassmen 1. Launch a PR campaign with promotional messaging and events 1. Print and digital advertising on popular south campus locations such as: - Napkin holders in Rams Head Dining - Rams Rec. Center - SASB South 2. Chalk messaging on Rams Plaza 3. Create presentation for CTOPS session

UNC upprclassmen 1. Launch a PR campaign with promotional messaging and events 1. Print and digital advertising in professional school buildings: - Kenan-Flagler Business School - Carroll - School of Public Health - Genome Sciences 2. Create a brochure to give to career services staff and professors for distribution. 3. Show Day in the Life testimonial video in class using ambassador team.

Tactics

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Key Public Self-interests

Influentials

UNC Faculty/ Staff Administration Helping their students, Getting paid for teaching summer school classes, filling classrooms, furthering their own personal research Colleagues, university administrators, advising staff

Objectives

High School Students and Parents Getting into the best schools, affordable tuition rates, giving themselves the upper hand so they are academically competitive High school guidance counselors, other parents, other students who got into great schools, university admissions representatives Partner with faculty to launch Launch campaigns in all the a promotional campaign with- high schools in the Research in departments to increase stu- Triangle region by summer dent awareness 25% by August 2015. 2014 and 40% by August 2015.

All Publics

News media, advertisements

Establish summer school brand Get it done. Have Fun, to increase enrollment by 10% by August 2016. Showcase fun opportunities campaign to increase enrollment by 3% by August 2015 Launch a promotional campaign through faculty partners to increase student awareness 25% by August 2014 and 40% by August 2015. Launch campaigns in all the high schools in the Research Triangle region by summer 2015.

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Key Public Primary Messages

UNC Faculty/ Staff Administration Students want fun, hands-on learning in summer classes, so faculty must display and encourage students to take these fun classes.

Strategies Tactics

High School Students and All Publics Parents Taking summer school class- UNC Summer School is both es at UNC will help you stand fun and productive. out on college applications. Brand UNC Summer School Taking summer school with Get it Done. Have Fun. classes will save money from Students take summer courses having to pay more later for to catch up, to make fall and college classes in fall and spring semesters easier and to spring semesters. graduate early. Taking summer school classProfessors have a significant es is a unique opportunity influence on students and their that is enjoyable and fun. decisions. 1. Summer School Day 1. Summary School Ambas- 2. Launch media relations Campaign sadors campaign 1. Create a team of Summer 1. Print advertising in local 1. Write press releases School Ambassadors high schools 2. Prepare fact sheet 2. Hold an information session 2. Informational brochures to explain the goals and logis- for local high schools 3. Print advertisements tics of Summer School Day 3. Create team of Summer 4. Write letter to the editor or 3. Design brochures that are School Ambassadors op-ed specific to each department 4. Create a Facebook group 5. Create a media kit 4. Take a section of each class for prospective high school time to introduce classes that students 6. Create an information kit are offered for faculty 5. Hold afterschool informa5. Create Summer School tion sessions at local high Day t-shirts schools 6. Mail out summer school brochures and posters 7. Talk to UNC Admissions Ambassadors about mentioning summer school in their campus tours

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TIMELINE
All UNC Students Strategy Strategy 1: Promote UNC Summer SChool registration by holding a week-long event on campus called Summer Came Early Tactic Advertise Summer Came Early Week and the subsequent events using print ads and poster Set up tables in the Pit where ambassador team hands out promotional items Set up tables in the Pit and hand out free Sweet Frog frozen yogurt Have a popcorn machine in the pit and pass out popcorn bags that each have a summer school sticker on them Set up a photo booth in the Pit where students can have their picture taken and posted on UNC Summer Schools Facebook profile Line the quad with beach chairs and umbrellas with promotional items in the chairs. Host a sand volleyball tournament at South Campus Rec. Center. Partner with UNC Baseball to have them participate in Summer Came Early Week events. Tweet campaign #UNCSummerSchool. Prize contest for best tweets from tweet campaign. Timeline March 10-21, 2014

March 17, 2014 March 18, 2014 March 19, 2014

March 20, 2014

March 21, 2014

March 21, 2014 March 17-21, 2014 Summer 2014

Strategy 2: Develop and launch the day in the life summer video series

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Strategy

Tactic Film and produce video that follows a day in the life of the four students in summer school

Timeline Summer 2014

UNC Underclassmen Strategy Strategy 1: Launch a public relations campaign that targets underclassman through unique and fun promotional and publicity events. Tactic Design print and digital advertising Timeline January 2014

Place advertising on popular south campus locations such as: -Napkin holders in Rams Head Dining -Rams Rec. Center -SASB South

February 2014

Create chalk messaging on March 2014 Rams Plaza to advertise for registration Create CTOPS Information Spring 2014 Session content using Summer School Ambassador team Hold CTOPS information Summer 2014 session

35

UNC Upperclassmen Strategy Strategy 1: Launch a PR campaign with promotional messaging and events Tactic Design print and digital advertising Place advertising on popular south campus locations such as: -Kenan-Flagler Business School -Carroll -School of Public Health -Genome Sciences Create a brochure to give to career services staff and professors for distribution. Show Day in the Life testimonial video in class using ambassador team. Timeline January 2014 February 2014

February 2014 March 2014

UNC Faculty & Staff Administration Strategy Strategy 1: Launch Summer School Day through faculty to campaign to change students negative perceptions of UNC Summer School Tactic Create a team of Summer School Ambassadors Timeline January 2014

Hold an information session to explain the goals and logistics of Summer School Day Design brochures that are specific to each department Create and print Summer School Day t-shirts Take a section of each class time to introduce classes that are offered

February 2014 February 2014 February 2014 March 2014

36

High School Students & Parents Strategy Strategy 1: Establish a board of UNC Summer School Ambassadors to foster promotions with area high schools Tactic Create print advertising and posters to place in local high schools Create a team of Summer School Ambassadors Design informational brochures to hand out at local high schools Make a Facebook group for prospective high school students Hold afterschool information sessions at local high schools using ambassador team Create flyers and posters to give to high school parents Mail out flyers and posters to high school students Contact to UNC Admissions about mentioning summer school in their campus tours All Publics Strategy Strategy 1: Launch an on-going media relations campaign that brands UNC Summer School with the theme Get it Done. Have Fun. Tactic Timeline Write up a press releases on January 2014 the announce the Summer Came Early Week and Summer School Day Prepare a fact sheet for UNC Summer School Create print advertisements for Daily Tar Heel Write up a prepared letter to the editor or op-ed article 37 January 2014 January 2014 February 2014 Timeline January 2014

January 2014 February 2014 Spring 2014 Late February 2014 February 2014 March 2014 Spring 2014

Strategy

Tactic Create a media kit with key information for the public relations representatives of UNC Summer School. Create an information kit for professors and staff Roll out press releases, fact sheet, and letters to the editor Buy advertising spot and publish print advertisement in the Daily Tar Heel

Timeline February 2014

February 2014 March 2014 March 2014

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BUDGET
Task GENERAL PROMOTION Small print ads for napkin holders Posters Grassroots chalk messaging CTOPS Presentation Posters Digital ads Media kit Brochure Daily Tar Heel ad Design (hours) Copywriting (hours) Production (hours/dollars) In-Kind Total

3 hrs x $35 = $105 4x $35 = $140 2 x $25 = $50

2 x $25 = $50 2 x $25 = $50 2 x $25= $50

250 copies = $54 500 copies = $300 2 hours x $6.00 35hrs@ $7/ hr = $245 500 copies = $300 30 x $10 = $300 2,000 copies = $300 365 x $11.25 = $4106.25 130 x $81.50 = $10,595 12 hrs x $200 = $2,400

$209 $490 $100 $450 $490 $190 $1,140 $540 $4,456 $10,945 $4,380

2 x $35= $105 4 x $25 = $100 4 x $35 = $140 2 x $25 = $50 4 x $35 = $140 2 x $25 = $50 20 x $35 = 4 x $35 = $140 $700 4 x $35 = $140 4 x $25 = $100 5 x $35 = $175 5 x $35 = $175

News & Observer 5 x $35 = $175 5 x $35 = $175 ad 30-second video 10 x $150 = 6 x $80 = $480 testimonial $1,500 SUMMER CAME EARLY MATERIALS Posters Print ads Sweet Frog Popcorn machine rental Photobooth rental 39 4 x $35 = $140 2 x $25 = $50 3 x $35 = $105 2 x $25 = $50

1,000 x $0.30 = $300 1,000 x $0.30 = $300 500 x $2.50 = $1,250 1 x $381 1 x $523

$1,250 $455

$381 $523

Task Beach chair rental Beach umbrella rental 2 Summer Came Early banners Promotional sunglasses Koozies Keychains Tank tops Stickers Beach balls Towels Tote bags

Design (hours)

Copywriting (hours)

Production (hours/dollars) 20 x $11 = $220 20 x $5 = $100

In-Kind

Total $220 $100 $815 $1,940 $591 $725 $11,880 $412 $1,582 $1,810 $2,340 $1,350

3 x $35 = $105 2 x $35 = $70 3 x $35 = $105 1 x $35 = $35 1 x $35 = $35 3 x $35 = $105 3 x $35 = $105 3 x $35 = $105 4 x $35 = $140 3 x $35 = $105 4 x $35 = $140

4 x $160 = $640

Flyers with registra5 x $35 = $175 tion dates

SUMMER SCHOOL AMBASSADOR EXPENSES

2,000 x $0.90 = $1,800 1,000 x $0.52 = 1 x $35 = $35 $521 500 x $1.10 = 2 x $35 = $70 $550 1,000 x $11.74 = 1 x $35 = $35 $11,740 5,000 stickers = 1 x $35 = $35 $272 1,200 x $1.16 = 2 x $25 = $50 $1,392 500 x $3.31 = 2 x $25 = $50 $1,655 400 x $5.25 = 4 x $25 = $100 $2,100 5,000 x $0.20 = 5 x $35 = $175 $1,000

Food for 1st infor30 x $10 = $300 mation session Food for 2nd infor30 x $10 = $300 mation session Summer school day 500 x $12.92 = 4 x $35 = $140 5 x $35 = $175 t-shirts $6,460 A DAY IN THE LIFE VIDEOS 50 x $100 = Cameraman $5,000 20 x $165 = Video editor $3,300

$300 $300 $6,775

$5,000 $3,300 $65,439 40

APPENDIX
Get It Done, Have Fun Campaign logo...................................43 Summer Came Early Promotional Image.............................44 Promotional Item Designs........................................................45 Timesheets............................................................................49

42

Logo design for the entire Get It Done, Have Fun campaign theme. The bright colors and block structure are modern and nostalgic of summer. This design is to be printed on all promotional items, along with the UNC Summer Summer logo, and handed out at the Summer Came Early event, as well as at other events promoting UNC Summer School.

43

Promotional Image for the Summer Came Early event. This image can be used for promotional items, social media and print banners.

44

Key chains featuring the Get It Done, Have Fun campaign theme logo. To be handed out at the Summer Came Early event as free promotional items.

Sticker design featuring the Get It Done, Have Fun campaign theme logo. To be handed out at the Summer Came Early event as free promotional items.

45

Koozie design featuring the Get It Done, Have Fun campaign theme logo. To be handed out at the Summer Came Early event as free promotional items.

46

Summer tank top design featuring the Get It Done, Have Fun campaign theme logo. To be handed out at the Summer Came Early event as a free promotional item.

47

Tote bag and gym bag designs featuring the Get It Done, Have Fun campaign theme logo. To be handed out at the Summer Came Early event as free promotional items.

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TIMESHEETS
Date 8/28/2013 8/28/2013 8/29/2013 8/30/2013 9/9/2013 9/9/2013 9/10/2013 9/9/2013 9/11/2013 9/9/2013 9/25/2013 9/26/2013 9/27/2013 10/1/2013 10/12/2013 10/13/2013 10/17/2013 10/24/2013 10/25/2013 10/26/2013 10/29/2013 10/30/2013 11/5/2013 11/6/2013 11/11/2013 11/12/2013 11/14/2013 11/15/2013 11/15/2013 11/16/2013 11/17/2013 49

Connolly Walker
Total Time 2 1 3 2.5 1.5 1 1.5 0.5 1 1 2 1 1 1 2.5 1 2 3 1.5 2 1.5 1.5 2 2 1 2 2 2 1.5 2 3.5 Description of Work Interview with client Independent review of information from client Client Background Information report - research Client Background Information report - report compilation Prepare to meet with client Meet with client Organized and reviewed information from client meeting Independent - research strategy sheet Group - research strategy sheet Agency rules Group - create questions for primary research Review and organize questions from primary research Organize and prepare for focus group Conduct focus group Prepare ideas for creative strategy brief; review primary research Group - creative strategy brief Review and organize first round of ideas for creative strategy brief Independent research to identify key publics Prepare for group meeting about research strategy Group - research strategy Organize research strategies Group - refine research strategy Prepare for group meeting about research strategy Group - refine research strategy Prepare for group meeting about creative strategy Group - begin planning creative strategy brief Organize ideas for creative strategy brief Group - begin final report outline Organize and continue to work on key publics and message strategies Prepare bio and work on individual assignments - sent to group for review Prepare and organize planning outline overview and key publics

Date 11/23/2013 12/1/2013 12/3/2013 12/4/2013 12/4/2013 12/4/2013 12/5/2013 12/6/2013 12/7/2013 12/8/2013 12/8/2013 12/8/2013 12/9/2013

Total Time Description of Work 2.5 Continue organizing planning outline overview 2 Meet with Madeleine - brand positioning statement and brand values 2.5 Prepare client brand positioning, brand values and mission statement 2.5 Prepare for final class meeting and finalize brand positioning statement, brand values 2 Group - write final report elements 2 Prepare for group meeting on 12/5 4 Group - design elements, budgeting, finalizing report 2.5 Review and continue to work on budget 2 Prepare for group meeting on 12/8 1.5 Make corrections to final document before group meeting 5 Group - design elements, finalizing report 2.5 Prepare and perfect individual portion of final presentation 6 Group - print report, PowerPoint presentation 87

Madeleine Kainz
Date 8/28/2013 8/28/2013 8/29/2013 8/30/2013 9/7/2013 9/9/2013 9/9/2013 9/9/2013 9/11/2013 9/9/2013 9/24/2013 9/25/2013 9/27/2013 10/1/2013 10/2/2013 10/3/2013 Total Time 2 2 3 2.5 3 1 1 .5 1 1 2 2 1 2 2 2 Description of Work Interview with client Individual - client notes and planning, research Client Background Information report - research Client Background Information report - report compilation Individual - Client meeting preparation Meet with client Organization of meeting information Individual - research strategy sheet Group - create questions for primary research Agency rules Individual - brainstorming for interview questions Group - create questions for primary research Focus group recruiting and profiling Individual - focus group preparation Primary Qualitative research - focus group Organizing information from focus group 50

Date 10/3/2013 10/13/2013 10/18/2013 10/24/2013 10/25/2013 10/26/2013 10/30/2013 11/4/2013 11/5/2013 11/6/2013 11/12/2013 11/12/2013 11/14/2013 11/14/2013 11/15/2013 11/17/2013 11/23/2013 12/1/2013 12/1/2013 12/4/2013 12/4/2013 12/5/2013 12/8/2013 12/9/2013

Total Time 1.5 1 2 3 2 2 1.5 2 3 2 2 2 2 2 2 3 2.5 2.5 4 2 3 4 5 6 86

Description of Work Primary Qualitative research - writing Group - creative strategy brief Independent - creative strategy brief Research, identify key publics Meeting preparation Group - research strategy Group - refine research strategy Research for research strategy Organization and brainstorming for research strategy Group - refine research strategy Individual - strategy brainstorming Group - begin planning creative strategy brief Independent research - creative strategy brief Individual - organization and transferring of information for the report outline Group - begin final report outline Independent - planning outline overview, write situation analysis and key publics Independent - planning outline run through Meet with Connolly Individual working on campaign theme Group - write final report elements Individual - budget planning and writing Group - design elements, budgeting, finalizing report Group - design elements, finalizing report Print report, PowerPoint presentation

Alison Lee
Date 8/28/2013 8/28/2013 8/29/2013 51 Total Time 3 2 4 Description of Work Read client background information, prepare for Q&A Interview with client Independent - Client Background Information report research

Date 8/29/2013 9/1/2013 9/9/2013 9/9/2013 9/11/2013 9/9/2013 9/25/2013 10/2/2013 10/2/2013 10/3/2013 10/13/2013 10/18/2013 10/23/2013 10/26/2013 10/30/2013 11/6/2013 11/9/2013 11/12/2013 11/14/2013 11/15/2013 11/15/2013 11/17/2013 11/23/2013 12/4/2013 12/5/2013 12/5/2013 12/6/2013 12/8/2013 12/9/2013 12/9/2013

Total Time Description of Work 3 Group - Client Background Information report compilation and submission 1 Prepare for meeting with client 1 Meet with client 1.5 Independent - research strategy sheet, idea preparation 1 Group - research strategy sheet 1 Agency rules 2 Group - create qualitative research focus group/interview questions 1.5 Prepare for primary research interview 2.5 Primary qualitative research - interview 3 Primary qualitative research - writing and compilation 1 Group - creative strategy brief 4 Independent - creative strategy brief ideas and planning 4 Independent - Research & identify key publics 2 Group - collaborate research strategy ideas 1.5 Group - refine research strategy 2 Group - refine research strategy 4 Individual research for creative strategy brief; create potential objecctives, strategies and tactics 2 Group - begin planning creative strategy brief 2 Independent research - creative strategy brief 2 Group - begin final report outline 3 Create BarkBark PR logo in Photoshop, Illustrator 3 Independent - situation analysis, begin executive summary and methodology 4 Independent - planning outline overview; compile team bios, write brand values 2 Group - write final report elements 4 Group - design elements, budgeting and finalizing report 4 Independent - Begin InDesign final report concepts 6 Independent - InDesign final report compilation 5 Group - design elements, finalizing report 6 Group - print report, PowerPoint presentation preparation 2 Independent PowerPoint presentation preparation 87

52

Jordan Prince
Date 8/28/2013 8/29/2013 8/30/2013 9/1/2013 9/2/2013 9/6/2013 9/8/2013 9/9/2013 9/9/2013 9/9/2013 9/11/2013 9/11/2013 9/13/2013 9/13/2013 9/18/2013 9/25/2013 10/2/2013 10/3/2013 10/3/2013 10/9/2013 10/11/2013 10/13/2013 10/13/2013 10/18/2013 10/23/2013 10/24/2013 10/26/2013 10/29/2013 10/30/2013 11/6/2013 11/8/2013 11/11/2013 11/12/2013 53 Total Time 2 3 2.5 3 3 1.5 1 1 .5 1 1 1 2 1 1 2 1 1.5 1.5 1 2 1.5 1 2 1.5 3 2 1 1.5 2 2 2 2 Description of Work Client interview Client background information report research Client background information report compilation with group Gather more secondary research Client Background Information Report Brainstorm questions to ask Jan Yopp in individual client meeting Brainstorm questions to ask students in interviews and focus groups Meet with client Indepenent - Research strategy sheet Agency rules Finalize individual research strategy Group - research strategy sheet Make revisions to research strategy document Start thinking about who to interview and do focus groups with Group - discuss how primary research would be carried out by each member Group - create questions for primary qualitative research Primary Qualitative research - interview Primary qualitative research writing Interview 3 subjects for primary research Meet with teammates to compile primary research Begin brainstorming ideas for strategies and tactics Begin work on Creative Strategy Brief Group - Creative Strategy Brief Independent - creative strategy brief Group - start work on objectives, strategies and tactics Research, identify key publics Group - research strategy Finalize initial objectives, strategies and tactics Group - refine research strategy Group - refine research strategy Individual work on changes to Strategic Planning Individual work on changes to Strategic Planning Group - begin planning creative strategy brief

Date 11/13/2013 11/14/2013 11/15/2013 11/17/2013 11/18/2013 11/20/2013 11/23/2013 11/25/2013 12/1/2013 12/2/2013 12/2/2013 12/4/2013 12/5/2013 12/8/2013 12/9/2013

Total Time 1.5 2 2 3 1 2 2.5 1 1 3 1 2 4 5 6 90

Description of Work Group - make revisions to strategic planning Independent research for creative strategy brief Group - begin final report outline Independent planning of outline overview, situation analysis and key publics Make revisions ot strategic planning Group - plan how to split up final writing for the project Independent - planning outline overview, compile team bios Preliminary key publics report Individual - work on preliminary key publics report Finish writing preliminary key public report and student survey methodology Individual - student survey methodology Group - write final report elements Group - design elements, budgeting, finalizing report Group - design elements, finalizing report Group - print report, PowerPoint presentation preparation

54