“RA STRONG” Rachael Diemert Danielle Erb Taylor Jannos

Lane Maloney Megan Puleo Elizabeth Rexon Brad Sturk

+Contents

1.  Situation Analysis

2.  Research

3.  Overall Objectives

4.  Target Audience

5.  Message and Media Strategy

6.  Creative Works

7.  Evaluation

+

Situation Analysis

+Situation Analysis Information about the Office of Residence Life (ORL)

 ORL is located in Huffman Hall

 Main goal:  Caring environment  Respect for peers  Personal growth

 Responsibility to JMU community

 Staff consists of mostly Resident Advisers (RAs)

(“Office of Residence Life,” 2013)

+Situation Analysis Issues within the Office of Residence Life (ORL)

 Lack of brand awareness  On campus  Social Media

 Declining number of applicants  New RAs  Returning RAs

 Negative stereotype of RA position

(Carr, 2013)

+

SWOT

+Strengths

 Paid

 Potential early class registration

 Own room in residence hall

 Builds character

 Promotes leadership

 Resume booster

(Carr, 2013)

+Weaknesses

 Time consuming

 Difficult tasks

 Negative stereotype of position

 Current marketing/advertising strategies

 Lack-luster slogans

(Employment, 2013)

+Opportunities

 Social media platforms

 Strategic advertising

 Direct access to target audience  JMU students

 A part of the Office of Residence Life

+Threats

 Students do not want to live on campus

 Off-campus has better advertising

 Stigmas and stereotypes

 Not a lot of perks for the RA position

+

Research

+Research Surveys

 Conducted 2 surveys  Resident Advisers  Freshman Residents  Weaver Hall, McGraw-Long, Shorts Hall, and

Hillside dorms

 Personal interviews  Stephanie Carr  Josh Smead

+Resident Adviser Survey

+Resident Adviser Survey

+Freshman Resident Survey

+Freshman Resident Survey

+

Objectives

+Objectives

1.  Increase the number of new RA applicants by 20%

2.  Increase the number of RAs that re-apply to be “returning RAs” at JMU by 10%

3.  Increase the awareness of all social media platforms, run by ORL by 50 people

+

Main Goal

Raise overall awareness of the RA position at James Madison University

+

Target Audience

+

“I would describe the target audience as student leaders with a positive attitude in general, especially about JMU and giving back to the university. They have a desire to help other students are JMU and a willingness to learn and work hard.”

– Stephanie Carr

(Assistant Director of Staff Selection and Training for the Office of Residence Life)

+“Nerdy Girls”

 Demographics  Freshmen and

Sophomores ages 18-20  JMU student

 Psychographics  Leadership oriented  Likes idea of monthly

salary

 VALS  Achievers  Thinkers

(“Strategic Business Insight,” 2013)

+“Difference Makers”

 Demographics  Freshmen and Sophomores ages 18-20  JMU students

 Psychographics  Leadership oriented  Help freshmen adjust to the college environment

 VALS  Experiencer  Achiever

(“Strategic Business Insight,” 2013)

+

Message and Media Strategy

+Message and Media Strategy

Budget: $5,000

 Traditional  The Breeze ($475)  Website ($149)  Posters ($35.40)  Bulletin board in a

bag (FREE)

 Non-traditional  Facebook/ Twitter (FREE)  TV slides on campus (FREE)  Free movie at Grafton

($1,575)  Spirit rock (FREE)  T-shirt ($1,600)  Buttons (FREE)

Used: $3,834.40

+

Creative Works

+

Website

+

Poster

+

Facebook

+

Twitter

+

T-shirt

+

Button

+Evaluation  Survey included at the end of the

RA application

 Primary data from social media  Page visits  Likes  Tweets

“You have to be able to demonstrate the productivity of your efforts through analytics by tracking user numbers and demonstrating improving trends in your social media presence.”

-- Josh Smead (Social Media and Marketing Coordinator for the Office of Residence Life)

+References   Arens, W. F., Weigold, M. F., & Arens, C. (2008). Contemporary advertising(5th ed.). Boston,

MA: McGraw Hill Irwin.

  Breeze advertise with us. (n.d.). Retrieved from http://www.breezejmu.org/site/advertise/Campus map grafton-stovall theater. (n.d.). Retrieved from http://www.jmu.edu/map/buildings/GST.shtml

  Carr, S. (2013, March 12). Our Mission Statement. Office of Residence Life. Retrieved from April 1, 2013, from http://www.jmu.edu/orl/e.

  Cohen, H. (2013, April 9). 2013 social media trends and your business. Retrieved from http://heidicohen.com/2013-social-media-trends-and-your-business/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed: HeidiCohen (Heidi Cohen's Actionable Marketing Advice)

  Collegedata. (2013). College Profile: James Madison University. Retrieved from College Retrieved from http://www.collegedata.com/cs/data/college/college

  College Profile James Madison University. (2012). Retrieved from         http://www.collegedata.com/cs/data/college/college_pg01_tmpl.jhtml?schoolId=1809

  Division of Student Affairs. Resident Advisor Eligibility, Benefits, and Requirements. (2013). Retrieved April  15, 2013. Retrieved from  http://www.housing.vt.edu/ra/eligibility.php.

+References   Employment. Retrieved April 6,2013, Retrieved from

http://www.jmu.edu/orl/employment/RAPositionDescription.html

  Martin, C. (n.d.). Social networking usage and grades among college students. Retrieved from http://www.unh.edu/news/docs/UNHsocialmedia.pdf

  Office of Residence Life. (n.d.). Retrieved April 12,2013, from  http://www.jmu.edu/orl/

  Premium plans. (n.d.). Retrieved April 6,2013, from http://www.wix.com/upgrade/website

  The Residence Lifeline. (October 2012). Retrieved from http://www.jmu.edu/orl/documents/Lifeline_Oct2012.pdf

  Employment. Retrieved April 6,2013, Retrieved fromhttp://www.jmu.edu/orl/employment/RAPositionDescription.html

  Shenandoah University. Campus Life. (2013). Retrieved April 15, 2013, Retrieved from http://www.student-life.su.edu/where-students-live-2/current-students-2/

  Strategic business insights. (n.d.), Retrieved from http://www.strategicbusinessinsights.com/vals/presurvey.shtml

  Student Media: The Breeze, Port & Main, Madison 101, Online/Mobile. (2012). Retrieved from http://bloximages.newyork1.vip.townnews.com/breezejmu.org/content/tncms/ assets/v3/editorial/a/09/a0936556-b47a-11df-a8c7-00127992bc8b/4ffb2ebf3f837.pdf