Download - Media@IU Marketing Plan
8/3/2019 Media@IU Marketing Plan
http://slidepdf.com/reader/full/mediaiu-marketing-plan 1/13
Marketing Plan
DanqingLiu,JenniferTalbott,andGengZhang
The project
TheprimarygoaloftheMedia@IUprojectistobringthewidely‐dispersedmediaresources
andinformationontheIUcampusintoacomprehensiveandinteractivewebsiteinorderto
fostercollaborationandamorecoherentcommunityoffaculty,students,andcommunity
partnersatIU.Theinitiallaunchofthewebsitewillcontainfourcategoriesofmedia
resourcesandinformation:studentorganizationsandclubsrelatedtomediaactivitieson
theIU‐Bloomingtoncampus,graduate‐andundergraduate‐levelcoursesrelatedtomedia
(design,production,management,financing&economics)currentlyofferedacrosstheIU‐
Bloomingtoncampus,includingdescriptionsandinformationonfacultyresponsiblefor
suchcourses;mediacompanies,organizations/networks,andindividualmedia
professionalscurrentlyoperatingintheBloomingtonandwiderarea(incl.Indianapolis);
andadditionalresourcesofferedbytheIU‐Bloomingtoncampusforstudentspursuing
mediastudies,includingfacilitiesandeducationalworkshopspertainingtomedia.
Toincreaserecognitionoftheprojectandfurtherpromoteacoherentcommunityof
media‐mindedindividuals,digitalmarketingstrategieswillbeusedtopublicizethe
Media@IUproject(withafocusonsocialmedia).
Additionally,theMedia@IUwebsitewillshowallinterestedusersthatmediadoesnot
resideinone—oreveninthreeorfour—departmentswithintheIUBloomingtoncampus.
Rather,therearemediaresourcesacrossatleast17differentdepartments,witharangeof
topicsfromadvertisingtodance,fromfilmtogamesandbeyond.Justas‘media’isa
difficulttermtodefinediscretely,itisimpossibletodrawaboundaryaroundthestudyand
productionofitthatdoesnotincludetheentirecampus.Forthisveryreason,itisa
worthwhilechallengetotryandcreateapointaroundwhichtheMedia@IUcommunitycan
form.
The challenge
Long- and short-term marketing goals
ThegoalofmarketinginitiativeswillbetointroduceMedia@IUtothekeyaudiencesandto
furthersolidifythebrandof‘Media@IU’asthe“portalforallthingsmediaatIndiana
University,”andtomaterializethemediacommunityatIUintoamoretangibleform:alist
8/3/2019 Media@IU Marketing Plan
http://slidepdf.com/reader/full/mediaiu-marketing-plan 2/13
of‘likers,’followers,orfriends.Assuch,socialmediawillplayakeyroleinthemarketing,
toprovideinformationrelevanttothiscommunity—includingnewsaboutmedia,
upcomingeventsoncampus,[email protected]
anotherpointofcontactforindividualsinterestedinlearningmoreabouttheprojectorits
administrators.
Successintheshorttermwillbemeasuredbythetotalnumberofuniqueconnections
fosteredbythesocialmediainitiatives,withaninitialgoalof100connectionsbytheendof
theSpringsemester2012.
Sincemostofthekeyaudiencegroups(outlinedbelow)arenotyetfamiliarwiththe
websiteortheorganization,thefirststageofmarketingshouldbetointroducethewebsite
andthegoalstheMedia@IUorganizationaretryingtoachieve.Alongwithfindingand
connectingwithkeymembersofthetargetaudiencewhowillhelpspreadthewordabout
Media@IU,itwillbeimportanttointroducetheorganizationinanorderlyandmeaningful
way,withaconcisemissionstatement.Whenthewebsite,blog,socialmediaprofilesandofflineinteractionsundertheMedia@IUbrandcometogether,itwillbeconfusingforthe
audienceifthereisnotaclearidentitybehindMedia@IU.Thispotentialforconfusionmay
becompoundedwhenDigital@IUbeginstoengagewithmuchthesameaudience.Inthe
short‐term,aclearstatementthatfocusesthegoalsanddirectionofMedia@IU,suchasthe
descriptionthatwillbefeaturedonthe“Connect”pageofthewebsite,willsolidifythe
purposeoftheorganizationintheaudience’smind.
Oncetheaudienceisawareofthewebsiteandtheorganizationandhasabasic
understandingofwhatthefunctionalitiesandgoalsareofthetwo,theteamshould
reinforcetheidentityofMedia@IUbysharingcontinuouscontentrelevanttotheinterestsstatedthroughthefirstmarketingstage.Thelong‐termgoalscanbeachievedthrougha
varietyofmediapresences,includingtheintegrateduseofthewebsite,theblog,thesocial
mediaaccounts,andofflineinteractions.Themarketingplanofeachofthemedia
presencesshouldbestrategizeddifferentlyyetalsocomplementeachother.
Besidesoutputtingcontentthatmightattractandretainthedesiredaudience,theteam
shouldalsostrivetomakemediapresencesinteractive.Specifically,foreachinputor
feedbackfromtheaudienceonsocialnetworks,thereshouldbearesponsefromthe
Media@IUteam—eitherbyorganizinganeditorialteamtomonitorthesocialmedia
accounts(suchasFacebookpageandTwitter)orassigningoneteammembertoresponddirectlytoallinquiries.Thewebsitecanalsobeinteractivebybeingopentoand
encouragingfeedback.Sincetheinformationpresentedonthesiteislikelynevertobe
completed,e.g.courseinformationthatchangeseachsemester,thesiteshouldhave
necessarychannelstoallowoutsidesourcestobeaddedandupdated.Thisway,members
oftheaudiencewillnotonlyfeelthattheyarepassivelyreceivinginformationbutalso
positivelyparticipatingintheoveralldevelopmentandevolutionoftheorganization.
8/3/2019 Media@IU Marketing Plan
http://slidepdf.com/reader/full/mediaiu-marketing-plan 3/13
Target audience
WhencreatingthedesignandtestingusabilityoftheMedia@IUwebsite,threekey
audiencegroupswereidentified:students,faculty,andlocalcompaniesorprofessionalswhoareworkinginorinterestedinmedia.Ourmarketingplanwillfocusoneducatingour
targetaudienceabouthowthiswebsitecanbenefitthemwhileendeavoringtoconnect
withtheminamoreinteractivewaythroughsocialmedia.Belowisanoutlineofhowthe
websitewillservethethreegroupsofusers:
Students
Ifanincomingstudentorfreshmanwhoisinterestedinfilmindustrywantstosee
whatresourcesareavailabletothematIndianaUniversity,he/sheshouldstartwith
theMedia@IUwebsite.Thestraightforwardnavigationbarclassifiessuchresources
intocourses,studentclubs,localcompaniesandfacilitiesoncampus.Theunderlyingdatabasecoversallthemedia‐relatedresourcesastudentmightneed,
andwillbeupdatedconsistentlyasnewcoursesandotherresourcesbecome
available.Students—whetherundergraduate,graduate,incomingorcurrent—can
useMedia@IUtoseewhatmediacoursesareofferedacrosscampus;whatstudent
groupssharetheirinterests;whatlocalmediacompanieshaveacloserelationship
withIU;andwhatmediafacilitiesorequipmentatIUcanhelpthemwiththeir
researchandprojects.
Forastudent,especiallyonewhohaslimitedknowledgeaboutthemediaindustry,
itcanbedifficulttolocateresourcesacrosscampus.Evenstudentswhohavelearnedaboutaspecificareaofmediamayhavenoideathatacourseinanother
departmentmaysupplementhis/herstudy.Therefore,towardstudents,the
marketingforMedia@IUwillendeavortoletstudentsknowthatthewebsitecan
serveasamapofmediaresourcesontheIUBloomingtoncampus.
Faculty
Forfaculty,thewebsitecanserveasaplatformforconnectingwithotherfaculty
membersforcollaborationorfurtherlearning,byilluminatingwhatcoursesare
offeredinotherdepartmentsthatarerelatedtotheirinterests.Inaddition,knowing
whatresourcesoncampuscanfacilitatemedia‐relatedresearchcanbeveryhelpful,
possiblyshorteningtheirpreparationtimeandloweringresearchcosts.Beyond
otheracademics,facultycanseealistoflocalcompaniesthatareintheindustryand
contactthemforcooperationonresearchorprojectsifdesired.Furthermore,ifa
studentasksforsuggestionsoncoursestotake,professorsandacademicadvisers
canuseMedia@IUtobetterguidehim/heracrossdepartmentsandschools.
8/3/2019 Media@IU Marketing Plan
http://slidepdf.com/reader/full/mediaiu-marketing-plan 4/13
Local companies
[email protected],ifthecompanyislistedon
theMedia@IUwebsite,studentswillbemoreawareofit—ifthecompanyislooking
forinternsornewemployees,itislikelythattheywillhavemorecandidates.
Secondly,localcompaniescanalsousethiswebsitetolocateprofessorstheywanttoworkwithorstudentgroupsthattheyareinterestedin.
Media@IUshouldpositionitselfasaplatformtoservethesethreeaudiencegroupsby
facilitatingnetworking,communicationandefficientlocationofinformation.Therefore,
themarketingstrategiesandmarketingtoolsusedtopromotetheorganizationwillbe
orientedtowardlettingtheaudienceknowhowtheycanbenefitfromtheinformation
providedbytheMedia@IUwebsite.Adetailedlookathowsocialmediaandoffline
marketingtoolscanbeusedtoreacheachaudiencegroupcanbefoundinthefollowing
sections.
The game plan: How to reach stated goals
Social media
Withlowimplementationcostsandauniquepotentialtoengageconsumersonapersonal
level,itisquicklybecomingapparentthatsocialmediahasasignificantplaceinevery
organization’smarketingplan.Socialmediawillbeusedtobuildacommunityaroundthe
Media@IUbrandtoreachtheproject’slong‐termgoals,andintheprocesswillhelpreach
theshort‐termgoalsof
increasingawarenessand
useofthewebsiteand
definingthemissionofthe
project.
Tools to use
Facebook Facebook’spresenceis
seeminglyubiquitousonline,
andnowappealstoadiversegroupofusers,fromour
targetaudiencesofincoming
undergraduatesthrough
tenuredfaculty.1
1“TheSocialMediaDataStacks.”MarketingCharts.WatershedPublishing,2011.PDF.
Top10GlobalSocialNetworksbyuniquevisitors(in1,000s),June2011.comScore1
8/3/2019 Media@IU Marketing Plan
http://slidepdf.com/reader/full/mediaiu-marketing-plan 5/13
Likelyduetoitswidereach
andvastamountsofuser
dataandanalytics,many
corporationsandbrands
areusingtheirFacebook
pageasasubstituteforthe
companywebsite—
exemplifiedbyacallto
consumersto‘find/likeus
onFacebook’attheendof
TVcommercialsandother
advertisinginsteadof
displayingthecorporate
URL.Usersseemtobe
acclimatingtothistrendaswell,andarebeginningtoexpectallorganizationstohaveaFacebookpageinthewaythey
onceexpectedthemtohaveawebsite.
DuetoitswidereachandbecauseusersmayexpectaFacebookpagetobeavailableand
lively,FacebookwillbeacornerstoneofMedia@IU’ssocialmediaplan.2
Twitter Twitter’sreachisnotyetasextensiveasFacebook’s,withonly300millionusers3
comparedto800milliononFacebook 4,howeveritspopularityandthereforeitsusefulness
toorganizationsisquicklygrowing:whileittookthreeyears,twomonthsandonedaytogofromthefirsttothebillionthtweet,itnowtakesonlyoneweekforabilliontweetstobe
shared(asof2011).5
ThankstothedesignofTwitter’sinterface—wherepostsarequeuedinauser’sstream,
constantlyrefreshing—itseemsthatmostindividualswhohaveaccountsonbothTwitter
andFacebooktendtopostmorefrequentlyonTwitter.Theconstantflowoftweetsiseasily
scanned,andconsequentlyusersmayacceptmoretweetsperaccountfollowedthanthey
mightintheirFacebooknewsfeed—which,althoughsimilar,organizespostsbasedonthe
timeitwassharedoronfactorssuchastherelationshipbetweentwousersandthe
2“TheSocialMediaDataStacks.”MarketingCharts.WatershedPublishing,2011.PDF.3“Twitter.”Wikipedia.Wikipedia,n.d.Web.8December2011.http://en.wikipedia.org/wiki/Twitter
4“Statistics.”Facebook.Facebook,Inc.,2011.Web.8December2011.http://www.facebook.com/press/info.php?statistics5 “#numbers.”Twitter blog.Twitter,14March2011.Web.8December2011.
http://blog.twitter.com/2011/03/numbers.html
What ConstitutesPermissiontoMarket onFacebook?%of respondents,July2011.ExactTarget 2
8/3/2019 Media@IU Marketing Plan
http://slidepdf.com/reader/full/mediaiu-marketing-plan 6/13
numberofcomments/likesperpost.6Thisorganizationmeansthatsomepostsmaybe
morepersistentinauser’snewsfeed(ifmanyfriendscontinuetocommentonit,for
example),ratherthanconsistentlymovingdownthequeueastimegoeson.
Becauseofitsquickriseinreachanditsapparentperceptionasaforerunnerofnewmedia,
TwitterwillbeacomplementtoFacebookandasignificantpartofMedia@IU’ssocialmediaefforts.
YouTubeAlthoughMedia@IUmaynothaveoriginalvideostopost(exceptperhapsshortclipstaken
frommediaspeakerseries),YouTubemayproveausefulresourcetohelpconnectmedia
producersoncampusandaroundBloomington.ThroughaYouTubeaccount,
administratorscouldcurateplaylistsofvideoscreatedbystudentclassesorgroupsto
furthersolidifythesenseofcommunityaroundMedia@IU.
Guidelines for useAsthesocialmediaplanisimplemented,itisimportantthatupdatesbeconsistentintone
andvolume—ascheduleshouldbesetandfollowedtoensureafairlyevenamountofposts
perdayorweek.Whilesomeupdatesmaybecross‐postedonbothFacebookandTwitter,
oneaccountshouldnotbeadirectcopyoftheother.Suggestionsforuseareoutlined
below:
AninitialscheduleofpostingonceperdayonTwitterandthreetimesperweekon
Facebookmaybeused.
o Thiswillallowtimefortheadministratorstofigureouthowsocialmediafor
Media@IUwillfitintotheirschedule.○ Itwillalsoallowtimeforadminstofindsourcesforpostingnewsitems
consistently.
● AtoollikeHootSuite(www.hootsuite.com)shouldbeusedtomanagetheposting
schedule.Withapaidaccount(startingat$5.99/month),HootSuiteadminscan:
○ Allowmultipleuserstomanageoneaccount
○ PosttobothFacebookandTwitteraccounts(availableforfreeaccounts)
○ Schedulepoststobeupdatedinthefuture,andmanageaqueueofpoststo
helpstayonschedule(availableforfreeaccounts)○ Designatesomeonetoapprovepostsbeforebeingsent
○ Analyzelinkclick‐throughs(availableforfreeaccounts)andgenerateother
socialanalyticsreports
6“Whatisahighlightedstory?”Facebook HelpCenter.Facebook,Inc.,2001.Web.8December2011.
http://www.facebook.com/help/?faq=277741542238350
8/3/2019 Media@IU Marketing Plan
http://slidepdf.com/reader/full/mediaiu-marketing-plan 7/13
● ThetoneonTwittershouldbepersonalandshowthatthereareindividualsposting
items,ratherthananamelesscorporation.Usersseemtoappreciatepersonal
toucheslikeimpromptuphotos(takenonaphone,forexample).7
● ThetoneonFacebookmaybemore‘official;’asmentionedabove,manycompanies
andusersarecomfortablewiththeideathataFacebookpageisanearreplacement
foracorporatewebsite.
● Postsonbothtoolsshouldbeabalanceofnewsfromexternalsources(forexample,
anarticlefromMashable),newsspecifictoMedia@IUormediaeventsontheIU
campus(afeaturedclassofferednextsemester,workfromanIUclub,oranupcomingspeakerevent),andinteraction(respondingtocomments/replies,asking
forinputinapollorstartinga#[hashtag]discussion)
○ Interactionshouldperhapsbe½ofallactivity,associalmediaisatitsbest
whenusersareengaged.UsersshouldbeinvitedtopopulatetheFacebook
pagewithpollsanddiscussions,suchas“whatisyourfavoritecoursein
mediasofar?”or“didyouknowaboutthese10hiddengemsthatcanhelp
youproducemedia?Anyothersweshouldknowabout?”Inputfromthe
audienceshouldberespondedtoquicklytofosterasenseofcollaboration,as
mentionedinthetargetaudiencesectionabove.
○ Themediumofthepostshouldalsovary,withavarietyoftext‐only,photos,
videosandlinks.
7 “TheSocialMediaDataStacks.”MarketingCharts.WatershedPublishing,2011.PDF.
MarketingContact viaSocialNetworks,%of respondents,July2011.ROI Researchand Performics7
8/3/2019 Media@IU Marketing Plan
http://slidepdf.com/reader/full/mediaiu-marketing-plan 8/13
Implementation (timeline)
January :startregularFacebookupdates.Theteamcanlaunchacampaignthrough
Februarytargetinghighschoolseniorswhoareapplyingtoandacceptingoffersfrom
universities—showingthatIUisagreatplaceformediaresearchandproductionwithawidevarietyofcoursesandresources.February :startregularTwitterupdates.TheteamcanlaunchacampaignthroughApril
targetingcurrentIUundergraduateswhoareregisteringforclassesfortheFall2012
semester—drivingstudentsinterestedinmediatothewebsitetohelpthemsearchfor
classestheymaynothaveknownaboutorconsidered.March:startYouTubechannel,withplaylistsofstudentwork.Theteamcanlauncha
campaignonTwittertargetingcurrentstudentsthatwillfunneluserstotheYouTube—
studentscanbeaskedforlinkstotheirworkandencouragedtotagtheirvideoswitha
[email protected],localcompanieslookingforinternscanbe
targetedtopushthemtowardstheYouTubechannel,andencouragethemtomakesure
[email protected] uses
Inthefuture,thesocialmediatoolswillbeusedtofurtherincreaseconnectionsandfoster
discussion.Alongwiththeinitially‐identifiedtoolsmentionedabove,thesocialmediaplan
mayexpandtoincorporateadditionaltoolsasresourcesallow,including,forexample:
● LinkedIn:toconnectwithprofessionalgroupsandparticipateindiscussionthreads
● GoodReads:tocreateareadinglistofthought‐provokingtitlesforthecommunityto
readanddiscuss
● Tumblr or ablogonthewebsite:togeneratecontentthatcanbesharedwiththe
community,perhapsaskingmembersoftheMedia@IUcommunityandvisiting
speakerstocontributetoposts
Other new media initiatives
Link sharingLinksharingisalow‐costinitiativethatmaymakegreatstridestowardstheshort‐term
goalsofawareness‐building,ifpartnerwebsitesarecarefullyselected.Theteamcanaskto
placealinktotheMedia@IUwebsiteonapartnersiteinexchangeforareciprocatedlink
onmediaiu.indiana.edu(orinexchangeforaddingthepartnersitetothedatabaseor
featuringworkfromthepartnerorganizationonthehomepageifappropriate).Key
8/3/2019 Media@IU Marketing Plan
http://slidepdf.com/reader/full/mediaiu-marketing-plan 9/13
partnersitesthatwilllikelybenefitMedia@IUthemostandbestfitwiththeproject
missioninclude:
● IUOfficeoftheRegistrar,wherecurrentstudentsmaygotoresearchclasses
● IUOfficeofAdmissions,whereincomingstudentsmaystarttolearnaboutwhat’s
availableatIU
● IUCareerDevelopmentServices,wherestudentsmaygotofindpotentialemployers
andviceversa
● Websitesformedia‐heavydepartmentsontheIUcampus,including:
o TheDepartmentofTelecommunications
o CommunicationsandCulture(CMCL)
o TheSchoolofJournalism
o TheSchoolofPublicandEnvironmentalHealth’s(SPEA)ArtsAdministration
program
o TheSchoolofLibraryandInformationSciences(SLIS)
o TheSchoolofEducation
● TheIUBloomington“A‐ZBigList”
● TheorganizationslistontheFaculty&StaffpageofftheIUBloomingtonhomepage
Asawarenessoftheprojectgrows,morelinksharingopportunitieswilllikelypresent
themselves.Alllinksharingcanbereinforcedwithconnectionsacrosssocialmediaas
available,forinstance‘liking’theIUCareerDevelopmentServices’Facebookpageand
followingthemonTwitter.
PR and offline marketingAsstatedintheVisionDocument,offlineinteractionsarejustasimportantasonline
interactions.Offlineinteractionsreinforceandfuelupthedynamicsthataregenerated
throughonlineinteractions.Theyalsoservesomeofthecorevaluesoftheorganization,
suchasbuildingahubforpeoplefrominterdisciplinarybackgroundstomingletogether
andcollidewithcreativeideas.Inthe2012Springsemester,themarketingplanwillbe
carriedoutinconjunctionwithfourtypesofofflineinteractions:officialwebsitelaunchevent(April),workshops,presenceatmediatalks,andrepresentationatstudentfairs
(Fall).
Launch event
Theofficialwebsitelauncheventisessentialasthedebutofthewebsiteaswellasapublic
exhibitionoftheorganization.Itsetsthetoneoftheorganizationandmakesthefirst
8/3/2019 Media@IU Marketing Plan
http://slidepdf.com/reader/full/mediaiu-marketing-plan 10/13
impressionwiththeaudience.Thepreparationoftheeventshouldgetstartedatthe
beginningofthe2012Springsemesterandcontinuethroughmid‐April(seetentative
schedulebelow).Theplanningshouldincludeatleastfiveparts:theguestlists,theplaylist,
thepromotionoftheevent,locationscoutingandreservation,andlogistics.Individual
tasksshouldbeassignedintothesecategoriesaccordingly.
Tentativelaunchevent Gantt chart Guest listsTherewillbeessentiallytwopartsofcreatingtheguestlist.First,theteamshouldselect
thepeoplethatseemmostlikelytocome.Second,thesepeopleshouldbecontactedtofind
theirtimeavailability.Thefirstprocessshouldtakeupaboutfourweeks(Jan9‐Feb5)andthecheckingprocessfourweekstoo(Feb6‐Mar4).Itisadvisablethatthelistsbefinalized
beforetheplaylistisset,becausesomeoftheactivitiesintheplaylistdependonhowmany
andwhichguestsarecoming.Playlist
Someoftheactivitiesintheplaylistdependonhowmanyguestsattendandwhoagreesto
come.Butothersareapplicabletothegeneralpublic,meaningthatnomatterwhocomes
andhowmanyshowup,suchactivitiescantakeplaceatagiventime,suchasanopening
talkandthevotingforanofficiallogo.However,theorganizershouldbemindfulofthe
numberofattendeeswhenconsideringlogistics(catering,SWAG,roomreservation,etc.).Anonlineregistrationsystemmaycomeinhandyhere.Equallyimportantisthatthe
scheduleforpreparingactivitiesontheplaylistshouldincludetimeslotsforrehearsals,
checkinguponthecompatibilityofcomputersandprojectors,wirelessconnections,fine‐
tuningthetimingofspeechesandotherthingsasneeded.
Promotion
Promotionofthelauncheventshouldbethroughoutthesemesterandevenaftertheevent
isplayedout.However,itisstillarguablewhetheritshouldstartinthefirstweekofthe
semester(Jan9‐Jan16)orlater.
● Prosof startinginthe first week:becausetheprimaryserviceofthewebsiteisthe
coursedatabasesystem,itwillbeveryhelpfulforreturningstudentswhentheyare
inthefinalprocessoffixingtheirSpringcourseschedules.Inthiscase,the
promotionofthewebsiteinthefirstweekofclasswillbewise.
● Cons:marketingstrategiesatthisstagemaynotbefullyfleshedoutanditis
recommendedthatonceamarketingeffortistakenplace,itshouldbeconsistent.So
8/3/2019 Media@IU Marketing Plan
http://slidepdf.com/reader/full/mediaiu-marketing-plan 11/13
anymajorchangesmadeafteritsfirst“roll‐out”couldbedangerousanddistracting.
Thus,whetherthepromotionofthelauncheventshouldbestartedinthefirstweek
orlaterinthesemesterremainsopentodebate.
Forpromotion,theafter‐partyfollow‐upisalsocritical.Videoclipstakenduringtheevent
shouldbeedited,updated,anddistributedthroughvariousmediapresencesinatimelymanner.Thank‐youlettersshouldbesenttotheguests.Inanutshell,theafter‐event
activitiesarethebesttimetosecureloyalty.
Locationscoutingand roomreservationDependingonthenumberofattendeesandactivitiesontheplaylist,theinvestigationof
locationscanrunthroughFebruary.Theroomreservationcanbestartedparalleltothe
investigation.However,theteammaywanttoassessthetimingofmakingreservations—if
itisdonetooearly,theremaybechangescominguplatertocausereconsiderationofthe
room;toolate,themostidealroomoptionswillbetaken.Afterall,theteamwouldwantto
checkthefacilitiesaparticularroomhastoensureitfitsactivitiesintheplaylist.
Logistics
Logisticsmayincludebutarenotlimitedto:
● Timelinecreationandmonitoring;
● Budgetdevelopment,management,oversight,andreconciliation;
● Onsiteeventstaffingandfloormanagement;
● Printdesign&productionarrangement;
● Productionmanagement—lighting,sound,video,staging,tenting,showflowwriting,
andscriptassistance;
● Permits/parking.
Incarryingoutthelogistics,asmall/nimblevolunteerprogrammaybeneededasthe
coordinationofthelogisticstasksarebeyondthecontroloftwo‐threeeditors—especially
forsomespecializedtaskssuchascamera,lighting,etc.
Workshops
Media@IU‐specificworkshopscanbehelpfulinconjunctionwithseminarsandworkshops
heldbydepartments/schools(suchastheT600seminarinTelecommunications).Forone
thing,anythingthataddscontentfortheMedia@IUwebsitewillbeworthdoing.
Therecanbetwotypesofworkshops:workshopsthatarehostedbytheMedia@IU
organizationandworkshopsthatMedia@IUiscovering.Forworkshopsthatarehostedby
theMedia@IUorganization,oncedesiredtopicsareset,therestofthepreparationis
neithercomplicatednortime‐demanding.Topicsarethemostessentialpartofthe
workshops,anddifferentmethodscanbeusedtomakethetopicselectioneffective.As
mentionedbefore,theteamshouldmakeeveryefforttotrytokeeptheorganization
8/3/2019 Media@IU Marketing Plan
http://slidepdf.com/reader/full/mediaiu-marketing-plan 12/13
“interactive.”Usersshouldbeabletorecommendtopics/speakerstheyareinterestedinon
everymediapresencerunbyMedia@IU,andshouldexpectaresponseaftereach
submission.Afterreceivingrecommendationsfromusers,theMedia@IUteamcouldframe
thetopicintoaworkshopandcontactdesiredspeakersontheusers’behalf.Theycould
alsoaskforhelpfromtheusersingettingintouchwithpotentialspeakers.Fortopics
suggestedwithoutspecificspeakers,theteamwillneedtoresearchwhotheappropriate
speakersshouldbe.Thisresearchcanbedonesolelybytheteamorincoordinationwith
theusers.
Whentheworkshopsareheldbyotherdepartments/schools,Media@IUcanprovide
assistancetotheorganizersbysharingtheteam’scoverageoftheeventwiththeoriginal
hostsandhelpingtopromotethemthroughitsmediapresences.Thiscanbedonethrough
theblogand“Events”sectioninthewebsite.Thoseworkshopscanalsobethecontentof
theMedia@IU’sownsocialmediaupdates.Coveringeventshostedbymedia‐focused
departmentsandschoolswillhelptobuildrelationshipswiththem.Thatis,when
Media@IUhostsworkshops,thosedepartmentsandschoolsmayliketopartnerupwith
theorganizationorhelpitthesamewaythattheMedia@IUteamdidfortheirevents.The
collaborationprocesswillbevaluableforbothsidesdowntheroad.
Presence at media talks
Interdisciplinarymediatalksareanintegratedpartoftheworkshopinitiativementioned
aboveasoccasionally,speakerscometothecampusandgivetalkstostudents.Itisalso
beneficialforscholarsandprofessionalstohavespecialgueststointeractwithwhoare
relatedtoorinterestedinmediaandcreativeindustries.TheMedia@IUteamcanhostthe
visitingguests,andalsocanworkwithotherdepartmentstofacilitatetheevents.Theeventscanbepromotedthroughsocialmediaand/oraMedia@IUblog,andalsocanbe
featuredinthe“Event”sectiononthewebsite.Media@IUadministratorscantakepictures
astheeventsgoandpostlivelyupdatesduringtheeventtogiveamoreinstantand
spontaneousfeeltointeractions.TheseguestscanbearrangedeitherdirectlybyMedia@IU
orbyotherdepartmentsandschools.
IU Student Involvement Fair (Fall)
TheIUStudentInvolvementFairwillbeheldeverySeptemberontheBloomingtoncampus.
ItisanexcellentopportunityforMedia@IUtoshowcaseitselfandmarketitspresenceinapublicsetting.ThenatureoftheMedia@IUprojectmakestheFairaperfectmarketing
channelbecauseswarmsofnewstudentswillbelookingforcoursesandstudent
organizationstoconnectwith.
ThepreparationfortheFairwillbemuchsimplerthanthelauncheventbecausethetime
andlocationarearrangedbytheschool.Thereisnoneedtoinviteguestsorschedule
speakers.SomebudgetmaybedevotedtocreatingandorderingSWAGandprinting