UNC SCHOOL OF MEDIA & JOURNALISMPLANNING DECK

GOAL

A successful rebranding campaign that will:

(1)Make all publics aware of the UNC J-school name change.

(2)Increase awareness of the UNC J-school on campus.

(3)Facilitate positive perception of UNC J-school resources and its progressive nature.

The world of Media and Journalism is changing and adapting to the digital landscape that is constantly developing and we must maintain our position as a prestigious and relevant school in the industry.

CATEGORY, SITUATION & BRAND LANDSCAPE

SWOT ANALYSISSTRENGTHS WEAKNESSES

Newly revised curriculum that will continue to adapt, expert professors, accomplished alumni, multiple specialty options, sense of community and inclusion

Limited resources for networking, limited facilities, low awareness on campus with little to no marketing, negative perception of the Journalism industry, confusion in registering for classes and limited spots available, forced maximum course hours

OPPORTUNITIES THREATS

Regain support as the most progressive school in the industry, increase awareness and positive perception to prospective students, growing job field as digital age consumes people, leader in social media on campus and ability to engineer an exceptional website

Alumni perception of name-change or non-compliance, possibility of losing the connection to the previous prestige, many publics involved to inform, instinct to choose B-school due to higher awareness of career security and opportunities

PERCEPTUAL MAP: J-SCHOOL GRADS VS. PEERS IN INDUSTRY

1. Professional and ethical

2. Clear and effective writing

3. Technologically advanced skills

4. Ability to work with diverse groups

5. Leadership or initiative

6. Public speaking and presentation skills

7. Understanding of global issues

PREPARED

UNPREPARED

JOMC ALUMNI

PEERS

“THE BEST SCHOOLS ARE CHANGING. THE BEST PROFESSORS ARE ADAPTING. THE BEST DEANS ARE REIMAGINING.” – ERIC NEWTON

[The Knight Foundation Blog]

BRANDCHALLENGE

OBSTACLE 1: LOW AWARENESSSurvey participants that are “not in the J-school” described the J-school in a few words:

“I have no idea.”

“Challenging & probably good.”

“Competitive.”

“Trying to create a rivalry with the B-school.”

“Wanting to be an English major but having more direction.”

“Carroll Hall.”

“Creating the next Erin Andrews or writer for the NYT.”

“A school where Mass Communication & Journalism is taught.”

“Popular.”

“Pointless.”

“Talented people in one spot.”

OBSTACLE 2: “JOURNALISM” IMAGE

Survey participants that are “not in the J-school” or “no relationship with the J-school” responded

that the jobs J-school students employ are: writers, reporters, broadcast, graphic designers, or, unemployed.

OBSTACLE 3: INFLEXIBILITY

The J-school is lacking …“More of our own class choices, less required courses.”

“… class presentation skill class.”

“… class for real work skills like email.”

“More networking events and opportunities.”

“Bringing in recruiters.”

VALUE FOR THE PEOPLE & THE BRAND

TARGET AUDIENCE & BRAND DISTINCTION

PRIMARY AUDIENCE: CURRENT J-SCHOOL MILLENNIAL

They are storytellers, digital natives and critical thinkers. They are optimistic about their future and are driven, therefore they enjoy academic competition. They are not satisfied with tradition and want fresh content.

VALUE FOR THE CURRENT STUDENT

The J-school offers them:

1. Creative, cutting edge classes with diverse specializations that foster healthy group work environments.

2. Top notch professors and administrators that know the industry and where it is going.

3. The ability to provide a content-based resource for networking and internship or job support.

4. Scholarships and project competitions to fuel thought and provide students with real-life work.

5. Clubs and events that bring in renowned speakers and opportunities for trips, networking and more.

SECONDARY AUDIENCES• Past J-schooler (AKA Alumni)

• Prospective J-schooler

• J-school student’s parent

• J-school administration

BRAND DISTINCTION1. Storytelling

2. Critical thinking

3. Numeracy & insight

INSIGHT

RECOMMENDATION & THE BIG IDEA

The UNC School of Media and Journalism jump-starts curious students that have a passion for innovating, sharing and modernizing with its cutting-edge curriculum, resources, and real-world challenges and experiences.

Start here. Never stop.

MEASUREMENT

BENCHMARK 1

PLACEMENT RATE

• The 2013 rate of placement in full-time employment from the J-School six months post-graduation was 82%.

• This is the same rate as the UNC Kenan Flagler Business School.

 

BENCHMARK 2

NUMBER of STUDENTS

• There are currently 712 total students enrolled in the J-school as of November 2014.

• The UNC Kenan Flagler Business School admits approximately 330 undergraduate student majors per year. There are currently approximately 900 students enrolled in the KFBS.

TOTAL NUMBER OF UNDERGRADUATE STUDENTS ENROLLED

J-SCHOOLKFBS

BENCHMARK 3SPECIALIZATION CHOICES

• In 2013, the specialization choice was approximately 65% PR, Advertising and Strategic Communications and 35% Journalism.   

• In 2014, the specialization choice was approximately 59% PR, Advertising and Strategic Communications and 41% Journalism.

• As of November 2014 the number of students in specialization is as follows:

Advertising – 163Broadcast & Electronic Journalism – 74Editing & Graphics – 63Multimedia – 17Photojournalism – 17Public Relations – 233Reporting – 101Strategic Communication – 26Business Journalism – 18

STUDENTS BY SPECIALTY 2014

# of Students

AdvertisingPRStrategicBroadcast GraphicsMultimediaReportingPhotoBusiness

BENCHMARK 4

UNIQUE VISITS TO THE UNC SCHOOL OF MEDIA & JOURNALISM

LENGTH OF TIME VISITING THE SITE

METRICS

SPRING/SUMMER 2015 – PRE-LAUNCH

• A pre-campaign survey canvassing newly admitted students to UNC-Chapel Hill asking questions encompassing the following:

• Awareness of the School of Media and Journalism• Perception of the industry of Media and Journalism• Intent to major in a field of Media and/or Journalism• Intent to choose the School of Media and Journalism

METRICS

Spring 2015

• Paid Google AdWords

• Measuring analytics for one year determined to see a steady increase in number of visitors, unique visitors, time spent on page and engagement on page.

METRICS

SPRING 2016 – POST-CAMPAIGN

• A post-campaign survey canvassing students in the Class of 2019. This will be a very similar survey as the pre-campaign survey asking questions encompassing the following:

• Awareness of the School of Media and Journalism• Perception of the industry of Media and Journalism• Intent to major in a field of Media and/or Journalism• Intent to choose the School of Media and Journalism

METRICS

BY SPRING 2017:

PLACEMENT RATE up to 87% from 82%

Mandatories:

• Increased focus on resources, networking and alumni events for senior students

METRICS

BY SPRING 2018:

NUMBER OF UNDERGRADUATE STUDENTS increased to approximately 1000 from 712

Mandatories:

• Increased awareness marketing on campus and renovations made to intrigue and excite prospective students.

• Additional scholarship and resource awareness that shows that the J-school offers a solution to the main concerns of prospective students: future job security, interesting course materials, and an inclusive environment fostering critical thinkers.

METRICSBY SPRING 2020:

SPECIALIZATION CHOICES 50% Journalism & 50% Media Related

Mandatories:

• Continued efforts on restructuring core classes and specialization choices in order to better serve student needs.

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20142016