PowerPoint Presentation

Karrah Dillmann, Quinn McGourty-Holland, Jessica Placencia, Marilyn SavichNon-Profit/Education PR

Non-ProfitNon-Profit PR covers a breadth of organizations including colleges, welfare groups, health agencies, churches, and charitable causesHigher education PR is a subset of the practice of Non-Profit Public Relations

KARRAHThe difference between a nonprofit and a not-for-profit (In case somebody asks):In a technical sense, it's probably correct to say there is no significant difference between the two terms. State "nonprofit" or "not-for-profit" corporation statutes sometimes use both terms side by side to suggest they are synonymous.The IRS does make one distinction though. In some publications, the IRS explains that for them "not-for-profit" refers to an activity, for example, a hobby (like fishing). In contrast, "nonprofit" refers to an organization established for purposes other than profit-making. Note: nonprofit does not necessarily mean "charitable."For example, a "nonprofit" organization can be an association of people who engage in the hobby of fishing in other words, do it "not-for-profit." That matters, because you can't deduct expenses incurred in pursuing a not-for-profit activity. (A corollary is that if a business goes on not making any profit too long, the IRS may find that it's "not for profit" and deny deductions of related business expenses.)More generally, though, the fact that there are two terms in use does not cause problems since everyone involved knows what everyone else means.2Organizations within Non-Profit/EducationHigher Institution BrandingTrade and Business AssociationsCharitable OrganizationsWorkers AlliancesAdvocacy GroupsRecreational and Social ActivitiesFraternal Association

JESSICAWe focused on Higher institution branding

Read examples

3Typical Types of PR ImplementedFundraising and Event PlanningBrandingDiversification and AwarenessInvestor/Donor RelationsMedia Relations

JESSICA4

Higher Education institutions began to really utilize public relations in the early 20th centuryHistoryKARRAHIn the late 1800s Harvard president Charles Eliot expressed that there was a need to sway public opinions on higher education and the importance of learning. In 1899 Yale University transformed the office of the secretary into an alumni and public relations office. Through the early 1900s several other higher education institutions set up what they referred to as publicity bureaus, and in 1917 the Association of American College News Bureaus was formed.

Education PR is actually one of the earliest appearances of Public Relations in the US. Harvard [University] ran the first fundraising campaign in America in 1641. Though this type of collateral material is now commonplace in many PR campaigns, Harvard was the first to utilize a fundraising brochure, New Englands First Fruits, to facilitate the campaign. Additionally, the first press release issued came out of Kings College (modernly known as Columbia University) in 1758 to announce graduation ceremonies.5PR responsibilities in modern higher education can range from alumni engagement, community engagement, fundraising, brand management and building, releasing research findings of the institution, and of course, enrollment.

KARRAH6Objectives of Non-Profit PR

PromotionRaise AwarenessPersuade Explain QualitiesConnectShow SimilarityBrand Creation--DifferentiateQuinn

Talk about Stereotypical College AdvertisingFamous/Successful alumniAdministrator/professorCampus LifeLack of Solid Informationbuzzwords

Developing a brand

7

Examples of Non-Profit Advertisements8Communication StyleOne Way CommunicationAim to informPublicityBrochures, websites, radio messages etc.Public InformationClassesAnnouncementsMeetingsPublicationsTwo-Way AsymmetricAim to persuadeResearch basedMarketing Department in the Office of EnrollmentDigital and print communication campaigns related to recruitment and financial aidTwo-Way SymmetricLong term strategic planningAdmission Welcome Centerwelcomes approximately 25,000 visitorsStewardship and Donor RelationsMarilyn

They use all kinds of communicationsStewardship and Donor Relations: Thanking the donor, recognition, reporting the gifts impact, regular communication with the donor year to year, being accountable and transparent with donations.

9Focus on Higher Education PRThe Wonk Campaign10Why Wonk?AU wanted to differentiate itself from other schools in DC as well as create more audience awareness outside of DC.The school was also largely divided, using different logos, ad messages and images for different majors and schools (Main Campus, Tenley, & WCL). AU decided it was time to unite under one brand

11American Universitys Wonk CampaignBranding CampaignBegan in 2008Started with the question, what makes AU special?AU hired marketing strategy firm Simpson ScarboroughCreate marketing advisory council of the provost, deans, faculty, staff and studentsInspired by cartoon in American magazine from 2008Drawn by Nate Beeler, SOC/BA 2002Researched What makes AU stand outRated the most politically active campusDiverse community nationally and internationallyHome in Washington D.C.Renowned faculty

Marilyn12Objectives of the CampaignObjective: Promote awareness and recognition of American University among key audiencesKey AudiencesTraditional studentsProspective studentsAlumniGraduate studentsHigher education peersInternal audiences (already present staff and faculty)Guidance counselors

Why this Objective is Relevant:

Felt that AUs quality and progress really are better than perceivedNeed more recognition outside of DC, and differentiation from Georgetown and G.W.One brand, to support the whole community13Strategies of the CampaignStrategy: Develop a brand campaign to improve awareness, perceptions and pride amongst key audiences

Brand Strategy Focused on Three MessagesActive CitizenshipLearning from leadersWashington as a powerful lab for learningGoals Strengthen academic and research reputationEnhance quality and diversity of undergraduate enrollmentIncrease graduate enrollmentIncrease involvement, support, and advocacy amongst alumniGrow partnerships with pinnacle organizationsDiversify and broaden revenue streamMaintain string of public and community relations

14TacticsIntroduce the campaign in phases through events, merchandise, mass media and interactively onlineMass Media: Ads on bus stops and train stations, onlineEvents: Luncheons with alumni and faculty, Celebrate AU EventMerchandise and GiveawaysSponsorships

We sponsored the Nationals at a baseball game in 201115

The Phases of the Roll OutPhase I, Campus introduction (August & September 2010)Freshmen are introduced to WONK during orientation and service weekCampus is introduced to the WONK campaign the first day of classes at a Celebrate AU event. Giveaways defining WONK (T-Shirts)Everything points to WONK websitePhase II, Alumni introduction (Late fall 2010)The Alumni Association president sends an introductory letter with the WONK video to the alums. During Alumni Weekend, Wonk of Fame display, giveaways and information table were available. Phase III, Integration (fall 2010 and ongoing)Addressing audiences understanding of WONK with creative messagesThe KNOW/WONK connectionDefine the term for AUAllow flexibility in how the term is used

Evaluation: Some Key Points and StatsCampus awareness of the campaign is 90%35% increase in internet traffic21% increase in page views88.9% increase in admissions web page traffic25% increase in fall appsThe brand and advertising style has now been integrated across all campuses and at both the graduate and undergraduate levelNot everyone identifies with the campaign yetIn fact, The Eagle wrote an article about how some students felt that the campaign didnt really apply to them, and they wish someone had spoken to them about it more (http://www.theeagleonline.com/article/2010/8/au-debuts-new-branding-effort-but-will-wonk-work)

CriticismsFocus on alumni relationsIs it even possible to reach so many target audiences simultaneously?Low progress, high expansionLack of national brand awareness, despite high rankings (75th in 2013 Rankings)

Wonk Campaign in the MediaAmerican University, now home to American Wonkhttp://www.washingtonpost.com/wp-dyn/content/article/2010/09/23/AR2010092306934.htmlWonk? Whats a Wonk?http://voices.washingtonpost.com/campus-overload/2010/09/wonk_wonk_wonk.htmlAmerican University Names Anderson Cooper Wonk of the Year http://www.wjla.com/articles/2013/10/american-university-names-anderson-cooper-wonk-of-the-year--95672.htmlKnow Wonk? American University Branding Effort Underwhelms Studentshttp://www.huffingtonpost.com/2010/08/25/knowwonk-american-univers_n_693864.html

PR Wonk QuizAre you a public relations wonk? Lets find out! Question 1: What are the five basic elements of most communications model (in order)?Signal, source, encoder, decoder, destinationSource, encoder, signal, decoder, destinationSignal, source, encoder, destination, decoder

PR Wonk QuizQuestion 2: What is an omnibus survey?An online survey on an organizations websiteA national survey in which an organization buys one or two questions A telephone survey which is locally based used to gain feedback in a personal, unobtrusive way

PR Wonk Quiz Question 3: What is a communications audit?An assessment of an organizations entire communications program An informal communications classA report or statement reflecting a communications department budget

PR Wonk Quiz Question 4: What is a b-roll?A back-up video including voice over and footageVideo-only footageVideo aimed at branding

PR Wonk QuizWhat does WOM stand for? Question 5:Web of MessagesWomen of MarketingWord of Mouth