Rebecca GruberMCOMM 434 Section 2

Fall 2016St. Cloud State Volleyball

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I, Chad Braegelmann, sign off on this project that Becca Gruber did on the St. Cloud State Volleyball team for Mass Communications 434.

_________________________________: Chad Braegelmann, SCSU Head Volleyball Coach.

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Table of Contents

Project Sign Off 2

Introduction 4-5

Public Relations Problem Statement 6

SWOT Analysis 7-8

Research

Informal Research 10-22

Formal Research 23-28

Reformulated Public Relations Problem Statement 29

Revised SWOT Analysis 30-31

Planning 33-62

Budget 63

Communication 64-91

Evaluation 92-100

Appendix 101-111

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Introduction

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I chose the St. Cloud State Volleyball team as my Public

Relations project because as a student-athlete for the volleyball

team I have a very close relationship to the team and their

problems. Having that relationship gave me a better view of the

subject and gave me a better insight on all of the problems that

were occurring. I also saw that the alumni involvement was very

low, and as a future alum I wanted to find out why that was. I

want to have a strong relationship with my team even after we

are not playing, so I wanted to help identify and fix their problem.

I went about the entire project very professional. I worked

very hard to not inflict my personal beliefs on the team. I listened

thoroughly and obtained knowledge I would maybe not have been

able to obtain if I treated the project too personal.

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Public Relations Problem Statement

The St. Cloud State’s Volleyball team’s public relations problem is that they have a very small and uninvolved alumni network.

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SWOT 1 Analysis

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S (Strengths): o Lots of Alumni leave the program each yearo Big team

W (Weaknesses):o Unsuccessful programo Went through a coaching change last yearo Lots of losses

O (Opportunity): o New coacho There are always people graduatingo New athletes each year

T (Threats): o Lack of funding and communicationo Low student support

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Research

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Informal Research

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PrimaryPersonal Contacts

Maggie Gruber- MSUM Volleyball Alumni (played 2011-2014)o Key Findings

MSUM has tight knit alumni in area Girls do a lot of the communicating MSUM does not communicate directly No motivation to donate to them Coaches never did any team building outside of

volleyball season Alumni events have had 15 people back last year

o Additional Findings Lives in the area of the college still Felt the coach was being led by a negative coach Had bad experiences with the coach through other

players Had a successful season all 4 years ( either .500 or

above)

Payton Schumann- NDSCS Volleyball Alumni (played 2014-2015)

o Key Findings NDSCS has a strong alumni network Coach has lots of activity with alum through

Facebook School does a good job of hosting events Great relationship with teammates

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Alumni event last spring had 20 plus people show up of all age ranges

o Additional Findings Very good record Alumni helped coach Scholarship was offered School was very small Athletes on all teams were very close

Sarah Gruber- University Wisconsin Superior Alumni (played 2008-2011)

o Key Findings Keeps close contact with 2-3 alumni on a monthly

basis Had a bad experience with coach Didn’t do much team activities with the coaches Players do a lot of the communicating

o Additional Findings Stayed in the area for a few years and kept in

contact with other alumni in the area Alumni events were rarely held Transferred from another school to UW-S

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In Depth Interviews Chad Braegelmann: SCSU Head Volleyball Coach

o Key Findings SCSU uses multiple social medias to communicate

with alumni Does monthly email blasts to alumni Sends specialized letters to alumni (one person a

month) Started increasing time spent with the team

outside of volleyball games and practices to team build

o Additional Findings This is his second year coaching at St. Cloud State Worked previously with University of Minnesota-

Morris Has his assistant do a lot of the communicating

Malama Taumalolo: SCSU Women’s Volleyball’s assistant coach

o Key Findings Very active with email blasts/social networks to all

alum Works with Alum foundation at SCSU Have 200 alums they reach, only about 8 reply Just started back up alumni weekends Malama keeps up with the majority of alumnus in

the citieso Additional findings

Believes that good experience creates good alumnus

Connect with past assistants to bring people in Believe lack of participation is from weak player

relationships/ bad experience

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Running a campaign for new lockers with help of alumni support

Lori Fish: SCSU Head Women’s Basketball Coacho Key Findings

Sends out monthly newsletters to alumni via email Has activities with her team at her house

throughout the year Does “Olympic” games with girls in preseason Keeps up with a lot of them via email Gets about 30 alum back for alumni events

o Additional Findings Hosts 2 events per year- 1 in fall, 1 in spring Builds relationships with girls outside of basketball

practice and games Teaches family values over wins and losses

Glenda Prom: Head Volleyball Coach at St. Cloud Cathedral High School

o Key Findings Very excited about where the SCSU volleyball

team is headed Followed the team throughout the years Has not had a very strong relationship with old

coach Had bad experience with old coach SCSU offering clinics has increased interest Never had a lot of community involvement in past

o Additional Findings Has had trouble bringing her team to SCSU

volleyball games in the past Head coach goes to 1-2 local games Motivates girls to play better Chad did information on recruiting meeting with

Cathedral’s team

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Internet ResearchWeb Analysis, Social Media Analysis, General Information Search

General Information Search The St. Cloud State Volleyball page showed up Website is easy to maneuver Record showed up Articles from other schools about results of games St. Cloud State University’s page showed up Article on Stcloudstate.edu about the locker room

fundraiser Website linked to Huskies Volleyball camps

Web Analysis SCSU Huskie Volleyball

o Website with records and rosters listedo Links to campso Visually appealingo Lots of information on schedule and links to each game

North Dakota State College of Science Wildcat Volleyballo Page is plaino Very easy to navigateo Has current player link with biographieso Has link to where past athletes have playedo Extensive lists of records and has statistic

leaders/record holders

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University Wisconsin-Superior Yellowjacket Volleyballo Visually appealingo Links to all social mediao Links back to the school’s siteo Easy to navigateo Plump full of information

Minnesota State University- Moorhead Volleyballo Visually appealingo Easy to navigateo Has links to all social mediaso Videos on main page along with previous game scoreso Links to Dragon Volleyball camps on main page

Social Media Analysis St. Cloud State University

o Has personal Twitter, Facebook, Instagram o Regular updates on Twitter and Facebooko No updates on Instagram for the last couple monthso Facebook and Twitter updates are about games, team

activities, and locker room campaigno Last posted on Facebook and Twitter on November 23,

2016 North Dakota State College of Science

o Has personal Facebook pageo On Twitter via NDSCS sports information directoro Daily updates on team on Facebooko Posts about Alumni and where they are nowo Posts about team activities with lots of pictureso Last posted on Facebook November 23, 2016

University of Wisconsin- Superioro Has no personal social media accounts

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o Social Media is done through the general athletic social media of Twitter and Facebook

o Only posted about on these pages when games happeno Posts about resultso Last posted on Facebook November 10, 2016 about

volleyball Minnesota State University- Moorhead

o Has personal Facebook and Twittero Posts about game results and player achievementso Last posted on Facebook November 10, 2016o Last posted on Twitter May 13, 2016

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Focus GroupsGroup #1

Prospective Student Athletes6 high school volleyball players

Key findingso They thought SCSU’s program was not good.o Some did not know that they had a volleyball team.o Girls who wanted to go on and play college volleyball

did not want to go there from what was said about it in the past.

o Majority did not know anyone on the team.o The few girls who went to the games liked them.o Some had heard about SCSU volleyball running clinics

but none had not gone to them. Additional findings

o The girls talked a lot about getting recruited by other schools.

o Majority have heard of Chad and liked him.o Didn’t know anything about previous coach.o They liked the idea of going on to play college

volleyball. o They believed a team should be like a family.

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Group #2NSIC Volleyball Coaches4 Division II Head volleyball coaches

Key findingso Saw SCSU volleyball had struggled in the past with

successo Majority thought it was a lack of talento Saw an issue in the past with attitudes between playerso Many saw an improvement from the last 2 yearso Enjoy playing against SCSU

Additional findingso Many have help with PR through their Athletic

departmentso Only a few really value wins over family bondso Many rely on the girls to communicate with each other

for alumni meet ups o Many had positive things to say about SCSU volleyballo Majority had worked with Chad before he came to SCSU

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Group #3SCSU Volleyball Alumni 1 year out5 women

Key findingso Majority hated volleyball here before Chad cameo Believed the program suffered because lack of family

values in the pasto All were open to coming back to watch games and

cheer on friendso Everyone believed their senior year with Chad was the

best year besides one girlo Did not think that the issue with the team was external

support from other athletes Additional findings

o They had lots of teammates quit throughout the years they played at SCSU

o All thought that SCSU was headed in the right directiono Talked about when the next time they would all see

each other at the end of the meetingo Many were close to the St. Cloud area still

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Media Review

UTVS Reported on SCSU Volleyball team every Monday-Thursday

in the months of September-November from 2011-2016. Reported on game results, rankings in conference, and

player interviews on new coach last year. Made a promotional video for the SCSU Volleyball team in

October of 2016.

Chronicle Reported on the SCSU Volleyball team before every home

game with times and location from September-November 2011-2016.

Reported with game results majority of time. Had one article on coaching change in the Fall of 2015.

KVSC Reported on the SCSU Volleyball team 2340 times since

2011 to now. Reports were mostly scores, volleyball camp information,

and skills clinic information.

St. Cloud Times

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Reported on the SCSU Volleyball team 2771 times from January 2011-November 2016.

Articles were about game results, individual player profiles, community service projects, coaching change, and recruits.

Informal research conclusionThe SCSU Volleyball team is very similar to other college

volleyball teams. They are similar in the content they post about, how their website is set up, and how the coaches interact with their team. They separate themselves when it comes to social media though. They have a very good social media connection, being on 3 different sites, it gives them an advantage in being able to reach multiple publics. But they could do a better job of community involvement compared to other universities.

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Formal Research

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Secondary Head coach has an email list with 200 alumni in it. (In-depth

interview with Malama Taumalolo) Head count from this year’s alumni event; 3 in the Fall of

2016, 15 in the Spring of 2016. (In-depth interview with Malama Taumalolo)

70 kids attended Fall volleyball clinic in October of 2016. (In-depth interview with Chad Braegelmann)

175 kids attended the summer SCSU volleyball camp in July 2016. (In-depth interview with Chad Braegelmann)

250 kids attended the spring SCSU volleyball clinics in March 2016. (In-depth interview with Chad Braegelmann)

6 alumni came to games throughout the 2016 season. (In-depth interview with Malama Taumalolo)

Active members 19 active members including coaches (SCSU volleyball

website)

SCSU social media Facebook: 812 likes Twitter: 323 followers Instagram: 34 followers

Other teams’ social media MSUM

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o Facebook: 436 likeso Twitter: 157 followerso No Instagram

University Wisconsin-Superioro Facebook: 82 likes

Had Alumni group- not publico No personal Twittero No Instagram

North Dakota State College of Scienceo Facebook: 1,193 likeso No Twittero No Instagram

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PrimaryDirect Observation

Practices/Games/Eventso Practices

Efficient No excessive yelling Good team chemistry No attitude Nobody ever kicked out of practices Positive communication between players and

coacheso Games

Girls having fun Good competition Continued losses Fan support varied Coaching was positive, no abuse seen

o Events (alumni night) Alum not announced Had food Only 3 alum showed up out of 200 invited Not made a big deal Was on Halloween weekend Bad scheduling Was a grab and go for food

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SurveysSurvey #1 (High school volleyball players)Key Findings

Many knew what SCSU volleyball was Had a stigma against it from rumors of past coaches Some had not heard of the SCSU volleyball clinics Not many knew about SCSU volleyball camps

Additional Findings Majority believed they had already seen a change

from last couple years to now Saw change with community involvement Open to coming to volleyball games

Survey #2 (All SCSU volleyball alumni)Key Findings

Majority do not feel connected No excitement to get back to SCSU Majority had a bad coaching/playing experience Majority like the updates Chad sends out

Additional Findings Majority cannot come to Alumni events because of

scheduling conflicts Majority can see a change in the program from the

last 5 years

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Majority love the assistant coachSurvey #3 (Area High School coaches)Key Findings

SCSU was not respected Many saw an issue with community involvement Did not feel the team gave back Majority saw improvement in communication skills

between SCSU volleyball and area coaches Some coaches did not know about SCSU

Additional Findings Some coaches went to games Some followed SCSU on social medias Majority tried to keep up with SCSU Some found it difficult to come to games due to

contradicting seasons

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Reformulated PR Problem Statement

The St. Cloud State’s Volleyball team’s public relations problem is that they’re alumni network has been compromised from lack of communication by previous coaches and players’ experiences.

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Reformulated SWOT Analysis

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S (Strengths): o Lots of Alumni leave the program each yearo Big teamo Went through coaching change last yearo High connectivity with alum

W (Weaknesses):o Unsuccessful programo Lots of losseso Went through a coaching change last yearo Bad alum experience in the past

O (Opportunity): o New coacho There are always people graduatingo New athletes each yearo People in the community are beginning to notice a

change

T (Threats): o Lack of funding and communicationo Low student supporto How the alum talk to each other about the programo Alums’ schedules interfering with the alumni events we

want to put on

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GANTT Chart for ResearchResearch Week

1Week 2

Week 3

Week 4

Week 5

Week 6

Week 7

Week 8

Swot 1

Personal ContactsInterviews

Internet ResearchMedia Review

Focus groups

Direct Observations

Survey

Swot 2

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Planning

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SCSU Volleyball

Primary

Alumni

Secondary

Current Players

Marginal

Coaches

External

ACACPrimary

1st year out

Secondary

>1 year out

PACPAC

Internal

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SCSU Volleyball

External

Primary

High School

Volleyball players

Intervening High School Coaches

AW

AW L

L

ModeratingSCSU Athletic Office

Primary

Recruited Players

AC

AC

Secondary Prospective Student Athletes

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GOST’s

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Public 1Internal Primary Primary Alum 1st year out ActiveMaintained Behavior

Goal 1: To increase the number of new alumni who attend games

Objective 1: To increase the amount of new alumni who come to at least 5 home matches in a season from X to 20% by November 15, 2017.

Objective 2: To increase the amount of new alumni who attend the alumni game from 2% to 15% by October 30, 2017.

Goal 2: To increase the number of new alumni who promote SCSU volleyball

Objective 3: To increase the amount of new alumni who post about or on the SCSU volleyball’s Facebook page from 5% to 25% by September 30, 2017.

Strategy: (Goal 1) To highlight importance of communication with alumni

Strategy: (Goal 2) To highlight benefits offered to alumni

Tactics: 1: Email blasts 2: Updates of schedule on Facebook 3: Updates of schedule on Twitter 4: Alumni deals at home games

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*X represents the information I should’ve obtained from formal research.

Public 2Internal Primary PrimaryAlumni 1st year out PassiveAttitude

Goal 1: To increase the number of new alumni who like the SCSU volleyball team.

Objective 1: To increase the amount of new alumni who believe SCSU Volleyball is a good program from 10% to 50% by March 1, 2017.

Objective 2: To increase the amount of new alumni who feel their experience at SCSU was beneficial from 5% to 45% by February 28, 2017.

Objective 3: To decrease the amount of new alumni who see the SCSU Volleyball team with negative images from 15% to 0% by February 28, 2017.

Strategy: To highlight benefits of being an with alumni and having relationships with current players

Tactics: 1: Email blasts 2: Updates of team activities on Facebook 3: Updates of changes in team on Twitter 4: At alumni events get alumni to meet the team 5: Newsletters

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Public 2 (cont.)Internal Primary PrimaryAlumni 1st year out PassiveBehavior

Goal 1: To increase the number of new alumni who support the SCSU volleyball team.

Objective 1: To increase the number of new alumni who email back on SCSU team updates throughout the season from 5% to 30% by October 30, 2017.

Objective 2: To increase the number of new alumni who “Like” the SCSU volleyball team’s Facebook page from X to 60% by March 10, 2017.

Objective 3: To increase the amount of new alumni who have attended an SCSU Volleyball game from X to 40% by October 24, 2017.

Strategy: To showcase the importance of being a part of the alumni network Tactics:

1: Facebook updates 2: Email Blasts 3: Alumni perks at home games 4: Twitter updates

*X represents the information I should’ve obtained from formal research

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Public 2 (cont.)Internal Primary PrimaryAlumni 1st year out PassiveMaintained Behavior Goal 1: To increase alumni activity with current players and coaches.

Objective 1: To increase the amount of new alumni who keep monthly connections with current players from 5% to 20% by August 30, 2017.

Objective 2: To increase the amount of new alumni who keep monthly connections with SCSU volleyball coaches from 5% to 25% by September 15, 2017 Goal 2: To promote importance of networking with current players and coaches.

Objective 3: To increase the amount of new alumni who interact with SCSU volleyball on Facebook and Twitter from X to 30% by November 27, 2017.

Strategy: (Goal 1) To highlight importance of having connections with current team. Strategy: (Goal 2) To highlight the importance of interaction with the current team.Tactics: 1: Facebook

2: Email Blasts 3: Twitter 4: Newsletter 5: Alumni Events

*X represents the information I should’ve obtained from formal research

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Public 3 Internal Primary Secondary Alumni more than 1 year out ActiveMaintained Behavior Goal 1: To increase the number of old alumni who attend games

Objective 1: To increase the amount of old alumni who come to at least 5 home matches in a season from X to 20% by November 15, 2017.

Objective 2: To increase the amount of old alumni who attend the alumni game from 2% to 15% by October 30, 2017.

Goal 2: To increase the number of old alumni who promote SCSU volleyball

Objective 3: To increase the amount of old alumni who post about or on the SCSU volleyball’s Facebook page from 5% to 25% by September 30, 2017.

Strategy: (Goal 1) To highlight importance of communication with alumni

Strategy: (Goal 2) To highlight benefits offered to alumni

Tactics: 1: Email blasts 2: Updates of schedule on Facebook 3: Updates of schedule on Twitter 4: Alumni deals at home games

*X represents the information I should’ve obtained from formal research.

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Public 4Internal Primary SecondaryAlumni more than 1 year out PassiveAttitude Goal 1: To increase the number of old alumni who like the SCSU volleyball team.

Objective 1: To increase the amount of old alumni who believe SCSU Volleyball is a good program from 10% to 50% by February 20, 2017.

Objective 2: To increase the amount of old alumni who feel their experience at SCSU was beneficial from 5% to 45% by May 1, 2017.

Objective 3: To decrease the amount of old alumni who perceive the SCSU Volleyball team with negative images from 15% to 0% by February 20, 2017.

Strategy: To highlight benefits of being an with alumni and having relationships with current players

Tactics: 1: Email blasts 2: Updates of team activities on Facebook 3: Updates of changes in team on Twitter 4: At alumni events get alumni to meet the team 5: Newsletters

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Public 4 (cont.)Internal Primary SecondaryAlumni more than 1 year out PassiveBehavior Goal 1: To increase the number of old alumni who support the SCSU volleyball team.

Objective 1: To increase the number of old alumni who email back on SCSU team updates throughout the season from 5% to 30% by October 10, 2017.

Objective 2: To increase the number of old alumni who “Like” the SCSU volleyball team’s Facebook page from X to 60% by March 25, 2017.

Objective 3: To increase the amount of old alumni who have attended an SCSU Volleyball game from 0% to 40% by October 1, 2017.

Strategy: To showcase the importance of being a part of the alumni network Tactics:

1: Facebook updates 2: Email Blasts 3: Alumni perks at home games 4: Twitter updates

*X represents the information I should’ve obtained from formal research

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Public 4 (cont.)Internal Primary SecondaryAlumni more than 1 year out PassiveMaintained Behavior Goal 1: To increase alumni activity with current players and coaches.

Objective 1: To increase the amount of old alumni who keep monthly connections with current players from 2% to 10% by August 30, 2017.

Objective 2: To increase the amount of old alumni who keep monthly connections with SCSU volleyball coaches from 5% to 20% by September 15, 2017 Goal 2: To promote importance of networking with current players and coaches.

Objective 3: To increase the amount of old alumni who interact with SCSU volleyball on Facebook and Twitter from X to 20% by November 27, 2017.

Strategy: (Goal 1) To highlight importance of having connections with current team. Strategy: (Goal 2) To highlight the importance of interaction with the current team.Tactics:

1: Facebook 2: Email Blasts 3: Twitter 4: Newsletter 5: Alumni Events

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Public 5Internal Secondary Current Players ActiveMaintained BehaviorGoal 1: To increase the amount of current players who stay in the SCSU volleyball program

Objective 1: To increase the amount of current players who attend every event that SCSU volleyball hosts from 55% to 95% by August 15, 2017.

Objective 2: To increase the amount of current players who keep in contact with alumni from 10% to 30% by August 20, 2017. Goal 2: To increase the amount of current players who promote SCSU volleyball

Objective 3: To increase the amount of current players who recommend the SCSU volleyball program to prospective athletes from 25% to 60% by August 1, 2017.

Strategy: (Goal 1) To highlight benefits of staying in the program.Strategy: (Goal 2) To promote benefits of being a part of SCSU volleyball. Tactics:

1: Team building events 2: Twitter 3: Facebook 4: Poster 5: Texts

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Public 6Internal Marginal Coaches ActiveMaintained BehaviorGoal 1: To add family values to the SCSU volleyball program.

Objective 1: To increase the amount of interaction, outside of volleyball, the coaches’ have with current players from 20% to 50% by December 30, 2017. Goal 2: To promote benefits of SCSU volleyball to prospective athletes.

Objective 2: To increase the amount of interaction SCSU volleyball coaches have with prospective athletes from 20% to 45% by August 1, 2017.

Strategy: (Goal 1) To highlight family influence on success of the team.Strategy: (Goal 2) To highlight how prospective athletes influence success of program. Tactics:

1: Facebook 2: Emails 3: Brochures 4: Volleyball Clinics 5: Volleyball Camps

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Public 7

External Primary SecondaryProspective Student Athletes AwareAttitudeGoal 1: To generate positive image of SCSU volleyball program to all prospective athletes.

Objective 1: To increase the amount of prospective athletes who believe SCSU volleyball in a good program from 15% to 60% by August 15, 2017.

Objective 2: To increase the amount of prospective athletes who believe SCSU volleyball is family-oriented from 5% to 50% by September 30, 2017.

Objective 3: To increase the amount of prospective athletes who believe SCSU volleyball is a fun program from 15% to 60% by August 15, 2017.

Strategy: To highlight the best parts of SCSU volleyball. Tactics:

1: Facebook 2: Volleyball Clinics 3: Volleyball Camps 4: Posters

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Public 7 (cont.)External Primary Secondary Prospective Student Athletes AwareBehaviorGoal 1: To increase the prospective student athletes’ interaction with the SCSU volleyball team.

Objective 1: To increase the amount of prospective student athletes who have gone to a SCSU volleyball game from 10% to 35% by November 5, 2016.

Objective 2: To increase the amount of prospective student athletes who have attended an SCSU volleyball clinic from 5% to 25% by June 1, 2017.

Objective 3: To increase the amount of prospective student athletes who have searched the SCSU home schedule online from 30% to 60% by July 28, 2017.

Strategy: To highlight the benefits of SCSU volleyball. Tactics:

1: Facebook 2: Brochures 3: Posters 4: Emails

Public 7 (cont.)48

External Primary Secondary Prospective Student Athletes AwareMaintained BehaviorGoal 1: To increase prospective student athletes’ attendance at SCSU volleyball events.

Objective 1: To increase the amount of prospective student athletes who have attended 5 or more SCSU volleyball games from 0% to 15% by November 12, 2017.

Objective 2: To increase the amount of prospective student athletes who have went to 3 or more SCSU volleyball camps/clinics from 5% to 20% by August 1, 2017. Goal 2: To increase the number of prospective student athletes who talk about SCSU volleyball.

Objective 3: To increase the amount of prospective student athletes who post monthly on social media about the SCSU volleyball program from 0% to 25% by August 30, 2017.

Strategy: (Goal 1) To highlight benefits of attending SCSU volleyball events regularly.Strategy: (Goal 2) To promote SCSU volleyball to prospective student athletes.Tactics:

1: Facebook 2: Brochures 3: Posters 4: Emails

Public 8

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External Primary Secondary Prospective Student Athletes LatentAwarenessGoal 1: Generate awareness of SCSU volleyball in High schools

Objective 1: Increase the amount of high school volleyball players who know about the existence of SCSU volleyball from 50% to 80% by February 7, 2017.

Objective 2: Increase the amount of high school volleyball players who know the schedule of SCSU volleyball from 25% to 50% by March 6, 2017.

Objective 3: Increase the amount of high school volleyball players who know where the games of SCSU volleyball’s team are held from 20% to 65% by March 6, 2017.

Strategy: To disseminate information about SCSU volleyball Tactics:

1: Facebook updates 2: Posters 3: Emails 4: Twitter

Public 8 (cont.)50

External Primary Secondary Prospective Student Athletes LatentAttitudeGoal 1: Generate Positive image of SCSU volleyball to high school volleyball players

Objective 1: Increase the amount of high school volleyball players think the SCSU volleyball team is beneficial from 0% to 50% by April 1, 2017.

Objective 2: To increase the amount of prospective athletes who believe SCSU volleyball is a good program from 5% to 50% by September 30, 2017.

Objective 3: To increase the amount of prospective athletes who believe SCSU volleyball is a fun program from 10% to 45% by August 15, 2017.

Strategy: To highlight benefits of being on the SCSU volleyball team.Tactics:

1: Facebook updates 2: Posters 3: Volleyball Clinics 4: Community Service with team

Public 8 (cont.)

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External Primary Secondary Prospective Student Athletes LatentBehaviorGoal 1: To bring potential athletes to join the SCSU volleyball team

Objective 1: To increase the amount of high school volleyball players who have searched the SCSU volleyball team 20% to 50% by April 1, 2017.

Objective 2: To increase the amount of high school volleyball players who have attended an SCSU volleyball game from 10% to 40% by October 31, 2017.

Objective 3: To increase the amount of high school volleyball players who have contacted the head coach about getting recruited from X to 35% by June 1, 2017.

Strategy: To highlight the positives of being a member of the SCSU volleyball team.Tactics:

1: Facebook updates 2: Posters 3: Volleyball Clinics 4: Community Service with team

*X represents the information I should’ve obtained from formal research.

Public 8 (cont.)External Primary Secondary

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Prospective Student Athletes LatentMaintained BehaviorGoal 1: To get high school volleyball players to keep themselves updated on what SCSU volleyball team activities.

Objective 1: To increase the amount of high school volleyball players who follow SCSU volleyball on Twitter from 0% to 25% by June 30, 2017.

Objective 2: To increase the amount of high school volleyball players who follow SCSU volleyball on Facebook from 0% to 25% by June 30, 2017. Goal 2: To increase the amount of high school volleyball players who step on SCSU’s campus for SCSU volleyball.

Objective 3: To increase the amount of high school volleyball players who go on a college visit with the SCSU volleyball team from 20% to 50% by November 30, 2017.

Strategy: (Goal 1) To highlight importance of staying connected to the SCSU volleyball team.Strategy: (Goal 2) To highlight the importance of pursuing an extended volleyball career with SCSU volleyball.Tactics:

1: Facebook updates 2: Posters 3: Volleyball Clinics 4: SCSU volleyball brochures for High schools

Public 9External Primary Primary SCSU Volleyball commits Active

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Maintained BehaviorGoal 1: To increase the amount of recruits who keep in contact with the current players.

Objective 1: To increase the amount of recruits who keep in contact with at least 1 current player from 0% to 20% by August 1, 2017.Goal 2: To increase the amount of recruits who post promotions about SCSU volleyball on their social media.

Objective 2: To increase to amount of recruits who post on social media about their commitment to SCSU from 20% to 100% by November 28, 2017.

Strategy: (Goal 1) To highlight the benefits of contact with current players.Strategy: (Goal 2) To highlight the benefits of sharing pictures with SCSU volleyball.Tactics:

1: Facebook updates 2: Email blasts 3: Letters 4: Texts

Public 10External Intervening High school volleyball coaches Aware

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AttitudeGoal 1: To generate positive image of SCSU volleyball program to all area high school coaches.

Objective 1: To increase the amount of high school coaches who believe SCSU volleyball in a good program from 15% to 60% by August 15, 2017.

Objective 2: To increase the amount of high school coaches who believe SCSU volleyball is family-oriented from 5% to 50% by September 30, 2017.

Objective 3: To increase the amount of high school coaches who believe SCSU volleyball is a fun program from 15% to 60% by August 15, 2017.

Strategy: To highlight the best parts of SCSU volleyball. Tactics:

1: Facebook updates 2: Emails 3: Letters 4: Phone calls

Public 10 (cont.)External Intervening High school volleyball coaches Aware

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Behavior Goal 1: To increase the high school coaches’ interaction with the SCSU volleyball team.

Objective 1: To increase the amount of high school coaches who have gone to a SCSU volleyball game from 10% to 35% by November 5, 2016.

Objective 2: To increase the amount of high school coaches who have attended an SCSU volleyball clinic from 0% to 5% by June 1, 2017.

Objective 3: To increase the amount of high school coaches who have searched the SCSU home schedule online from 25% to 40% by July 28, 2017.

Strategy: To highlight the benefits of SCSU volleyball. Tactics:

1: Facebook updates 2: Emails 3: Letters 4: Phone Calls

Public 10 (cont.)External InterveningHigh school volleyball coaches AwareMaintained Behavior

56

Goal 1: To increase high school coaches’ attendance at SCSU volleyball events.

Objective 1: To increase the amount of high school coaches who have attended 5 or more SCSU volleyball games from 0% to 15% by November 12, 2017.

Objective 2: To increase the amount of high school coaches who have went to 3 or more SCSU volleyball camps/clinics from 5% to 20% by August 1, 2017. Goal 2: To increase the number of high school coaches who talk about SCSU volleyball.

Objective 3: To increase the amount of high school coaches who suggest the SCSU volleyball program to student athletes from 10% to 35% by August 30, 2017.

Strategy: (Goal 1) To highlight benefits of attending SCSU volleyball events regularly.Strategy: (Goal 2) To promote SCSU volleyball to prospective student athletes.Tactics:

1: Facebook updates 2: Emails 3: Letters 4: Phone calls

Public 11External InterveningHigh school volleyball coaches LatentAwareness Goal 1: Generate awareness of SCSU volleyball in High schools

57

Objective 1: Increase the amount of high school coaches who know about the existence of SCSU volleyball from 60% to 90% by February 7, 2017.

Objective 2: Increase the amount of high school coaches who know the schedule of SCSU volleyball from 25% to 50% by March 6, 2017.

Objective 3: Increase the amount of high school coaches who know where the games of SCSU volleyball’s team are held from 45% to 75% by March 6, 2017.

Strategy: To disseminate information about SCSU volleyball Tactics:

1: Facebook updates 2: Emails 3: Letters 4: Posters

Public 11 (cont.)External Intervening

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High school volleyball coaches LatentAttitude Goal 1: Generate a positive image of SCSU volleyball to high school coaches

Objective 1: Increase the amount of high school coaches think the SCSU volleyball team is beneficial from 10% to 50% by April 1, 2017.

Objective 2: To increase the amount of high school coaches who believe SCSU volleyball is a good program from 20% to 45% by June 1, 2017.

Objective 3: To increase the amount of high school coaches who believe SCSU volleyball is a fun program from 10% to 45% by July 15, 2017.

Strategy: To highlight benefits of having athletes be on the SCSU volleyball team.Tactics:

1: Facebook updates 2: Emails 3: Letters 4: Posters

Public 11(cont.)External Intervening High school volleyball coaches LatentBehaviorGoal 1: To bring potential athletes to join the SCSU volleyball team through their coaches.

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Objective 1: To increase the amount of high school coaches who have searched the SCSU volleyball team 50% to 70% by April 1, 2017.

Objective 2: To increase the amount of high school coaches who have attended an SCSU volleyball game from 10% to 40% by October 31, 2017.

Objective 3: To increase the amount of high school coaches who have contacted the head coach at SCSU about getting their athletes recruited from 20% to 35% by August 1, 2017.

Strategy: To highlight the positives of being a member of the SCSU volleyball team.Tactics:

1: Facebook updates 2: Emails 3: Letters 4: Volleyball camps

Public 11(cont.)External Intervening High school volleyball coaches LatentMaintained Behavior

60

Goal 1: To get high school coaches to keep themselves updated on what SCSU volleyball team activities.

Objective 1: To increase the amount of high school coaches who follow SCSU volleyball on Twitter from 10% to 25% by December 30, 2017.

Objective 2: To increase the amount of high school coaches who follow SCSU volleyball on Facebook from 30% to 60% by July 30, 2017. Goal 2: To increase the amount of high school volleyball coaches who step on SCSU’s campus for SCSU volleyball.

Objective 3: To increase the amount of high school coaches who send their athletes on a college visit with the SCSU volleyball team from 20% to 50% by November 30, 2017.

Strategy: (Goal 1) To highlight importance of staying connected to the SCSU volleyball team.Strategy: (Goal 2) To highlight the importance of pushing their athletes to pursue an extended volleyball career with SCSU volleyball.Tactics:

1: Facebook updates 2: Emails 3: Letters 4: Posters

Public 12External Moderating SCSU Athletic Office ActiveMaintained Behavior

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Goal 1: To increase the involvement the Athletic office has with SCSU volleyball.

Objective 1: To increase the involvement the Athletic office has individually with the SCSU volleyball team from 20% to 30% by November 24, 2017. Goal 2: To increase the amount of promotions the Athletic office puts out about the SCSU volleyball team.

Objective 2: To increase the amount of promotions the Athletic office puts out about the SCSU volleyball team from 20% to 40% by December 20, 2017.

Strategy: (Goal 1) To highlight the importance of the athletic office’s involvement with SCSU volleyballStrategy: (Goal 2) To highlight the importance of SCSU volleyball to the athletic officeTactics:

1: Posters 2: Emails 3: Meetings 4: Facebook

BudgetThe SCSU volleyball does not have a set budget so it

is now set at $3,000. What this budget will be used for is mostly means of communication. The program runs volleyball clinics and camps and sends letters out based

62

off of fundraising money, so we will be using the $3,000 for things such as newsletters, brochures, program modifications, and posters for high schools, the locker rooms, and the coaches’ offices.

Item Amt. Cost Total Item Amt. Cost Total

Posters for high schools

2,000

$2.41

$971.29

Facebook updates

1,000

$0 $140 (internet)

Posters for current players

25 $2.41

$60.59 Twitter 1,000

$0 $140 (internet)

Posters for coaches

6 $2.41

$14.50 Text Messages

600 $0.40

$240

Newsletters for alumni

2,500

$4.46

$516.62

Emails 5,000

$0 $140 (internet)

Programs for games

1,000

$0.60

$600 Brochures

100 $1.60

$160

TOTAL: $2,983

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Communication

“Built off relationships, family, and a love for a game.”

Public 1Internal Primary Primary Alum 1st year out ActiveMaintained Behavior

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Message 1: “Hey ladies. So it’s your first season out and you’re looking to get back in the gym? Come to watch your Lady Huskies this season at home. Wear SCSU volleyball gear and get in free. See you there!”Delivery: Sent out in emails to first year alumni from July 26-September 30, 2017 every two weeks.Delivery: Post Facebook status update on August 20, 2017.Message 2: “Hey Alumni! It is that time of year again…Volleyball season! For every home game you make it to you enter yourself in a raffle to win a SCSU basket worth up to $250! Don’t miss this chance to win big and watch your Lady Huskies!”Delivery: Sent out in emails to all alumni from July 26, 2017-September 30, 2017 every two weeks.Message 3: “SCSU alum... Did you love your experience at SCSU? Write on our Facebook wall what you’re thankful for from January through September and we’ll highlight you in our home game programs.”Delivery: Post Facebook status updates monthly from January 2017 to September 2017.Delivery: Update twitter every 2 months with the message starting in January 1st 2017 and continue to September 30th 2017.

Public 2Internal Primary PrimaryAlumni 1st year out PassiveAttitude

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Message 1: “Did you know? …SCSU volleyball team spends equal time in the gym and classroom each week, while still staying active in our community with service projects and spring volleyball clinics!”Delivery: Put in “Get to know the team” articles in newsletters to the alumni. A newsletter out every 3 months starting January 1, 2017. Message 2: “SCSU volleyball is kicking off the 2017 year with clean slates. If you did not feel happy with your SCSU volleyball experience let’s work together to fix the problem. Send us suggestions of things you think would have made your time here more beneficial. Here’s to new beginnings and building a strong Huskie family.”Delivery: Email January 1, 2017 to alumni. Message 3: “Did you know that the SCSU volleyball team volunteers with campus involvement on campus? We’re cleaning up our image along with our campus. ”Delivery: Put this message in the newsletters by January 1, 2017

Public 2(cont.)Internal Primary PrimaryAlumni 1st year out PassiveBehavior

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Message 1: “We love feedback. Send us updates about your life as an alumni so we can connect you with players who are on your same career path.”Delivery: Put at the end of all emails from January 5, 2017 to December 31, 2017.Message 2: “Like what we’re doing for the program? Like us on Facebook to get day to day updates on the team, our successes, and our future Huskies.”Delivery: At end of all emails from January 1, 2017 to December 31, 2017.Message 3: “Come to a game and make connections. We are now offering all alumni get in free to home games when you wear an SCSU volleyball shirt. A free game and networking opportunities... What could be better?”Delivery: Post on Facebook and Twitter March 1, 2017. Delivery: Email to alumni through the months of June 2017 to October 2017 starting at the 1st of the month.Delivery: In programs at home games starting August 20, 2017 to November 12, 2017.

Public 2(cont.)Internal Primary PrimaryAlumni 1st year out PassiveMaintained Behavior

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Message 1: “Stay connected with current players. Networking does not stop after college ends.”Delivery: Emails to new alumni once a month through the months of March 2017 to June 2017 starting the 1st of the month. Message 2: “Miss your teammates? Need advice? Want to reminisce on SCSU volleyball memories? Email Chad or Marci. The support SCSU volleyball gives does not end after graduation.”Delivery: Facebook Status July 15, 2017.Message 3: “Keep up with us on social media. Facebook and Twitter at St. Cloud State Volleyball and @SCSUhuskies_vb” Delivery: email tag at bottom of general email sent out monthly starting January 2017 to December 2017 starting at the 14th of each month.

Public 3 Internal Primary SecondaryAlumni more than 1 year out ActiveMaintained Behavior

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Message 1: “So you’ve had a few seasons out and you’re looking to get back in the gym…Why not come and cheer on your Lady Huskies this season at home. Wear SCSU volleyball gear and get in free. See you there!”Delivery: Sent out in emails to all older alumni from July 26-September 30, 2017 every two weeks. Message 2: “Hey Alumni! It is that time of year again…Volleyball season! For every home game you make it to you enter yourself in a raffle to win a SCSU basket worth up to $250! Don’t miss this chance to win big and watch your Lady Huskies!”Delivery: Sent out in emails to all alumni from July 26-September 30, 2017 every two weeks.Message 3: “SCSU alum.. Did you love your experience at SCSU? Write on our Facebook wall or tweet us what you’re thankful for from January through September and we’ll highlight you in our home game programs.”Delivery: Post Facebook status updates monthly from February 2, 2017 to September 1, 2017.Delivery: Update twitter every 2 months with the message starting in January 1, 2017 and continue to September 30, 2017.

Public 4Internal Primary SecondaryAlumni more than 1 year out PassiveAttitude

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Message 1: “Did you know? …SCSU volleyball team spends equal time in the gym and classroom each week, while still staying active in our community with service projects and spring volleyball clinics!”Delivery: Put in “Get to know the team” articles in newsletters to the alumni. A newsletter out every 3 months starting January 1, 2017. Message 2: “SCSU volleyball is kicking off the 2017 year with clean slates. If you did not feel happy with your SCSU volleyball experience let’s work together to fix the problem. Send us suggestions of things you think would have made your time here more beneficial. Here’s to new beginnings and building a strong Huskie family.”Delivery: Email January 15, 2017 to all alumni. Message 3: “Did you know that the SCSU volleyball team volunteers with campus involvement on campus? We’re cleaning up our image along with our campus.”Delivery: Put this message in the newsletters by January 1, 2017.

Public 4(cont.)Internal Primary SecondaryAlumni more than 1 year out PassiveBehavior

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Message 1: “We love feedback. Send us updates about your life as an alumni so we can connect you with players who are on your same career path.”Delivery: Put at the end of all emails from January 25, 2017 to December 31, 2017.Message 2: “Like what we’re doing for the program? Like us on Facebook to get day to day updates on the team, our successes, and our future Huskies.”Delivery: At end of all emails from January 25, 2017 to December 31, 2017.Message 3: “Come to a game and make connections. We are now offering all alumni get in free to home games when you wear an SCSU volleyball shirt. A free game and networking opportunities... What could be better? Delivery: Post on Facebook and Twitter Delivery: Email to alumni biweekly starting June 10, 2017 through to October 31, 2017.Delivery: Advertisement in programs at home games starting August 15, 2017 to November 15, 2017.

Public 4(cont.)Internal Primary SecondaryAlumni more than 1 year out PassiveMaintained Behavior

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Message 1: “Stay connected with current players. Networking does not stop after college ends.”Delivery: Emails to new alumni through the months of March 2017 to June 2017 starting at the 15th of each month.Message 2: “Miss your teammates? Need advice? Want to reminisce on SCSU volleyball memories? Email Chad or Marci. The support SCSU volleyball gives does not end after graduation.”Delivery: Facebook Status July 15, 2017.Message 3: “Keep up with us on social media. Facebook and Twitter at St. Cloud State Volleyball and @SCSUhuskies_vb” Delivery: Email tag at bottom of general email sent out monthly in January 2017 continued to December 2017 starting at the 20th of each month.

Public 5Internal Secondary Current Players ActiveMaintained Behavior

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Message 1: “Time to get involved ladies! New Year, new requirements. Rearrange your schedules and make way for SCSU volleyball events throughout this spring and coming fall. Let’s build as a family and a team.”Delivery: Text from coaches January 31, 2017 to all current players.Message 2: “Miss your old teammates? Or looking for a mentor that knows what you’re going through? Contact Coach Braegelmann to get you in touch with some alumni who can help.”Delivery: Poster on the front door of the volleyball locker room from January 6, 2017 to December 12, 2017.Message 3: “Are you a proud Husky athlete? If so, start posting Husky volleyball memories on Facebook and Twitter with the hashtag #HuskyVB4Life.”Delivery: Facebook status on May, 30 2017 followed by a tweet on June 1, 2017.

Public 6Internal Secondary Coaches Active

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Maintained BehaviorMessage 1: “Did you know it’s a proven fact athletes perform better when they feel appreciated? Don’t let your athletes feel overworked. Work team building into your schedule.”Delivery: Emails to both coaches August 1, 2017.Message 2: “High school athletes are looking for college coaches like you for feedback. Go see your area high school teams perform and start building relationships for the future.”Delivery: Facebook message to both coaches on January 31, 2017.

Public 7External Primary

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Prospective Student Athletes AwareAttitudeMessage 1: “Did you know? …SCSU volleyball team spends equal time in the gym and classroom each week, while still staying active in our community with service projects and spring volleyball clinics!”Delivery: Posters at area high schools from September 1, 2017 to December 20, 2017.Message 2: “At SCSU, our volleyball team puts family and school first.” Delivery: Speak to kids who are at our volleyball clinics each weekend from March 1, 2017 to March 31, 2017.Message 3: “SCSU volleyball loves to have fun. We are not only blessed to play this game, but we bring fun every day to practices as well.”Delivery: Speak to kids who are at our volleyball clinics each weekend from March 1, 2017 to March 31, 2017.Delivery: Speak to kids who are at our volleyball camps in the summer from July 12, 2017 to July 31, 2017.

Public 7(cont.)External Primary

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Prospective Student Athletes AwareBehaviorMessage 1: “Before school starts, come watch SCSU volleyball kick off their season at their home opener at Halenbeck Hall.”Delivery: Post on Facebook August 15, 2017. Delivery: Post on Twitter August 15, 2017.Message 2: “Come get better at volleyball this spring with the SCSU volleyball team. Clinics are offered every Saturday and Sunday in the month of March.”Delivery: Posters at area high schools from January 19, 2017 to March 31, 2017.Message 3: “SCSU volleyball is on web. Search us to find information about our games, volleyball camps and clinics, and how you can get involved.”Delivery: Posters at area high schools from January 19, 2017 to March 31, 2017.

Public 7(cont.)External Primary

76

Prospective Student Athletes AwareMaintained BehaviorMessage 1: “Come watch your Husky Volleyball team compete this season, and learn more about volleyball as you do.”Delivery: Posters at area high schools from September 7, 2017 to December 20, 2017.Delivery: Facebook status update September 1, 2017.Message 2: “Let’s both get better. Join SCSU volleyball every weekend this March for specialized volleyball training.”Delivery: Posters at area high schools from September 1, 2017 to December 20, 2017.Message 3: “Join us on our Facebook and Twitter to help yourself keep up with all our events and day to day activities.”Delivery: Mass emails to area coaches to pass down to their players on September 20, 2017.

Public 8External Primary

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Prospective Student Athletes LatentAwarenessMessage 1: “Do you love volleyball? St. Cloud State University has a volleyball team apart of the Northern Sun Intercollegiate Conference that you can go watch.”Delivery: Posters in area high schools from January 12, 2017 to June 2, 2017.Message 2: “The SCSU volleyball schedule is online at our website www.scsuhuskies.com. Get all your husky volleyball information here.”Delivery: Email to all area coaches to pass on to their players January 22, 2017.Delivery: Facebook status update February 1, 2017.Message 3: “Do you like competitive college volleyball? SCSU volleyball has their games at 7 pm in Halenbeck Hall Fridays and Saturdays in the fall.”Delivery: Posters in area high schools from January 12, 2017 to June 2, 2017.

Public 8(cont.)External Primary Prospective Student Athletes Latent

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AttitudeMessage 1: “Our alumni network is full of successful women ready to mentor young athletes like you.” Delivery: Facebook status update Message 2: “Did you know? The SCSU volleyball team spends equal time in the gym and classroom each week, while still staying active in our community with service projects and spring volleyball clinics!”Delivery: Posters in area high schools from January 12, 2017 to June 2, 2017.Message 3: “SCSU volleyball is full of fun. They offer free travel, free food, and the opportunity to play the game you love every day to all their athletes.”Delivery: Posters in area high schools from January 12, 2017 to June 2, 2017.

Public 8(cont.)External Primary Prospective Student Athletes Latent

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BehaviorMessage 1: “Check us out on our website www.scsuhuskies.com. You’ll be able to find our schedule, roster, season records, and many more SCSU volleyball information.” Delivery: Posters at area high schools from January 31, 2017 to March 31, 2017. Message 2: “Come out to a game and support your SCSU husky volleyball team!”Delivery: Facebook status update before each home game beginning on August 23, 2017Message 3: “Want to continue your volleyball career? Come talk to Husky Volleyball’s head coach Chad Braegelmann for more information.”Delivery: At volleyball clinics during the spring weekends, players will speak this message beginning March 1 and go until March 31, 2017.

Public 8(cont.)External Primary Prospective Student Athletes LatentMaintained Behavior

80

Message 1: “Follow us on Facebook to stay up to date with all SCSU volleyball activities.” Delivery: SCSU volleyball brochure February 20. 2017.Message 2: “Follow us on Twitter to stay up to date with all SCSU volleyball activities, and to see what our team is up to throughout the year.”Delivery: At volleyball clinics during the spring weekends, players will speak this message beginning March 1 and go until March 31, 2017. Message 3: “Choose St. Cloud State University as your next level education, not only for the great campus, but for the chance to tour with SCSU volleyball and continue your volleyball career.”Delivery: Posters at area high schools from January 31, 2017 to March 31, 2017.

Public 9External Primary SCSU Volleyball commits ActiveMaintained Behavior

81

Message 1: “Talk to your future teammates. Get to know them before you are forced to and become friends before you become teammates.”Delivery: Facebook message to recruits April 30, 2017.Message 2: “Be proud of your choice! Post your commitment to our Facebook and Twitter pages so we can share you to the volleyball world.”Delivery: Email to all recruits once on April 12, 2017.

Public 10External Secondary High school volleyball coaches AwareAttitude

82

Message 1: “Did you know? …SCSU volleyball team spends equal time in the gym and classroom each week, while still staying active in our community with service projects and spring volleyball clinics!”Delivery: Emails to all area high school coaches on April 1, 2017.Message 2: “At SCSU, our volleyball team puts family and school first.” Delivery: Emails to all area high school coaches on March 27, 2017.Message 3: “SCSU volleyball loves to have fun. We are not only blessed to play this game, but we bring fun every day to practices as well.”Delivery: Facebook status on March 3, 2017.Delivery: Speak to coaches over the phone during the weeks of July 12, 2017 to July 31, 2017.

Public 10(cont.)External Secondary High school volleyball coaches AwareBehavior

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Message 1: “Before you need to go start coaching your own teams, coaches come watch SCSU volleyball kick off their season at their home opener at Halenbeck Hall.”Delivery: Post on Facebook August 15, 2017. Delivery: Post on Twitter August 15, 2017.Message 2: “Come get ideas for drills and watch how we coach here at SCSU by coming to our volleyball clinics this spring. Clinics are offered every Saturday and Sunday in the month of March.”Delivery: Posters at area high schools from January 19, 2017 to March 31, 2017.Message 3: “SCSU volleyball is on web. Search us to find information about our games, volleyball camps and clinics, and how you can get involved.”Delivery: Emails sent out to all area high school coaches on March 15, 2017.

Public 10(cont.)External Secondary High school volleyball coaches AwareMaintained Behavior

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Message 1: “Come watch your Husky Volleyball team compete this season, and learn more about volleyball as you do. Coming to Husky Volleyball games are a great way to increase your volleyball I.Q.”Delivery: Posters at area high schools from September 7, 2017 to December 20, 2017.Delivery: Facebook status update September 1, 2017.Message 2: “Let’s both get better. Join SCSU volleyball every weekend this March for specialized volleyball training.”Delivery: Posters at area high schools from September 1, 2017 to December 20, 2017.Message 3: “Join us in our search for prospective athletes. SCSU is looking for talented, team focused volleyball players. Suggest SCSU to your players who are looking to continue playing, but do not know where to go.” Delivery: Mass emails to area coaches to pass down to their players on September 20, 2017.

Public 11External Secondary High school volleyball coaches LatentAwareness

85

Message 1: “Do you love volleyball? St. Cloud State University has a volleyball team apart of the Northern Sun Intercollegiate Conference, and their games are right here in St. Cloud.”Delivery: Posters in area high schools from January 12, 2017 to June 2, 2017.Message 2: “The SCSU volleyball schedule is online at our website www.scsuhuskies.com. Get all your husky volleyball information here.”Delivery: Email to all area coaches to pass on to their players January 22, 2017.Delivery: Facebook status update February 1, 2017.Message 3: “Do you like competitive college volleyball? SCSU volleyball has their games at 7 pm in Halenbeck Hall Fridays and Saturdays in the fall.”Delivery: Posters in area high schools from January 12, 2017 to June 2, 2017.

Public 11(cont.)External Secondary High school volleyball coaches LatentAttitude

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Message 1: “Our alumni network is full of successful women ready to mentor young athletes like you.” Delivery: Facebook status update June 12, 2017.Message 2: “Did you know? The SCSU volleyball team spends equal time in the gym and classroom each week, while still staying active in our community with service projects and spring volleyball clinics!”Delivery: Posters in area high schools from January 12, 2017 to June 2, 2017.Message 3: “SCSU volleyball is full of fun. They offer free travel, free food, and the opportunity to play the game you love every day to all their athletes.”Delivery: Email to all area coaches March 13, 2017.

Public 11(cont.)External Secondary High school volleyball coaches LatentBehavior

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Message 1: “Check us out on our website www.scsuhuskies.com. You’ll be able to find our schedule, roster, season records, and many more SCSU volleyball information.” Delivery: Posters at area high schools from January 31, 2017 to March 31, 2017. Message 2: “Come out to a game and support your SCSU husky volleyball team!”Delivery: Facebook status update before each home game beginning on August 23, 2017Message 3: “Want to continue your athletes’ volleyball careers? Come talk to Husky Volleyball’s head coach Chad Braegelmann for more information on how to get your athlete involved.”Delivery: Phone calls to all area coaches beginning March 1 and go until March 31, 2017.

Public 11(cont.)External Secondary High school volleyball coaches LatentMaintained Behavior

88

Message 1: “Follow us on Facebook to stay up to date with all SCSU volleyball activities.” Delivery: SCSU volleyball brochure February 20. 2017.Message 2: “Follow us on Twitter to stay up to date with all SCSU volleyball activities, and to see what our team is up to throughout the year.”Delivery: Phone calls to area coaches beginning March 1 and go until March 31, 2017. Message 3: “Choose SCSU as your go-to college suggestion for your athletes. College is hard. Why not set your athletes up with a “pre-made” family at their university? Bring them to the SCSU volleyball family.”Delivery: Posters at area high schools from January 31, 2017 to March 31, 2017.

Public 12External Moderating SCSU Alumni Center ActiveMaintained Behavior

89

Message 1: “SCSU volleyball is continuing to develop and we need your support. Keep us on your radar. We’ve started from the bottom, and now we’re continuing to progress.”Delivery: Email to the Athletic office January 31, 2017.Message 2: “We need your help, and you need ours! Promote our team and not only will you promote yourselves with our image, but you can get our names on peoples’ tongues.”Delivery: Posters in the Athletic office from August 20, 2017 to October 31, 2017.

Jan Feb Mar Apr May June July Aug Sept Oct Nov DecEmailsNewslettersPosters (current players)Posters (prospective athletes)Posters (coaches)Posters (Athletic office)Posters (high school coaches)

BrochuresFacebook TwitterPhone calls

90

Text Programs

GANTT Chart for Communication

Evaluation

91

Evaluation of Preparation

Personal Contactso Very successful in finding contactso Hard to get them to respond quicklyo Should have bugged them more to respond quickero Questions should have been more preciseo Hard to decipher good information because of

chattiness

In Depth Interviewso Hard to schedule times that fit in their scheduleso Difficult to talk to coaches unbiasedly being a playero Easier to talk to other coaches than the volleyball

team’s coacheso Wished I would have taken more time on them

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o Should have switched up questions more

Internet Researcho Did not have any issue finding the SCSU volleyball team

on websiteso Was difficult to sift through all the informationo Hard to find other teams’ informationo It was very difficult to find information on just alumni as

wello Difficult to find specific information I was looking for on

alumnio Should have focused more on it

Focus Groupso Very hard to get people to comeo Had to reschedule multiple timeso Had a group where 1 person was overbearing on

everyone else, had to neutralize their voiceo Very pleased with the information taken from themo Should have done another focus group

Media Reviewo Difficult to sort through all the articleso Was very time consumingo Was a good means of research because of all the

information gained

93

Evaluation of Research

My research was good overall. Issues occurred when writing some of my goals and objectives but thankfully we had an X. If there was an opportunity to re-do this

project, more surveys would be included, better thought out focus groups, and more time used to really be able to

dig deeper into the media archives online.

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Evaluation of Implementation

How Many Where Potential Exposure

Emails 5,000 Internet 5,000Newsletters 2,400 Mailed 2,400Posters (current players)

25 Locker room 475

Posters (prospective athletes)

700 Area high schools in gyms and cafeterias

300,000

Posters (coaches)

6 On the doors of their office

98

Posters (Athletic office)

6 On the door of the Athletic office

2,500

Posters (high 300 Area high 100,000

95

school coaches)

schools on the coaches’ office door

Brochures 100 Given at spring clinics at SCSU

360

Facebook 300 Internet 243,000Twitter 1,000 Internet 324,000Phone calls 200 By the

coaches200

Text 1,000 By the coaches

1,000

Programs 300 At SCSU volleyball games

1,500

Evaluation of Impact

Cluster #1(Current players, SCSU coaches, All alumni, high school athletes already recruited, SCSU Athletic office)

Awareness: Already aware.Attitude: To properly access all the active publics’ attitudes

surveys will take place in March to see where our messages have been properly implemented. Focus groups will also be put into effect around April to get more ideas during our alumni events and spring clinics. There will also be meetings and emails exchanged between all publics through the coaches during the course of the campaign.

Behavior and Maintained Behavior: To properly assess all the active publics’ behavior direct observations will constantly

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be going on from January to December. They will monitor any changes in behavior between all publics. Monitoring of social media followers will also take place between July and August to see if our tactics were properly used. Monitoring of volleyball game and alumni events will also be monitored in April and then re-assessed in November after the season has finished.

Cluster #2(All latent high school volleyball players and all latent high school coaches)

Awareness: To assess all latent publics’ awareness constant monitoring of followers and Facebook likes will occur during the months of April and May. Along with making sure the posters stay up and are available to all the publics.

Attitude: To assess all latent publics’ attitude surveys will be done in the months of June and July 2017 and done electronically through email and at volleyball camp. Social media will also be monitored during these months. Focus groups will be brought together during the month of July during volleyball camps.

Behavior and Maintained Behavior: To assess all latent publics’ behavior and maintained behaviors direct observations will occur in the months of August during pre-seasons at area high schools. High school coaches and player interaction with SCSU

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coaches via email and phone will also be monitored through the months of September to November 2017.

Cluster #3(All aware high school volleyball players and all aware high school coaches)

Awareness: Already Aware. Attitude: To assess all aware publics’ attitude surveys will

be done in the months of June and July 2017 and done electronically through email and at volleyball camp. Social media will also be monitored during these months. Focus groups will be brought together during the month of July during volleyball camps.

Behavior and Maintained Behavior: To assess all aware publics’ behavior and maintained behaviors direct observations will occur in the months of August during pre-seasons at area high schools. High school coaches and player interaction with SCSU coaches via email and phone will also be monitored through the months of September to November 2017.

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GANTT chart of EvaluationJan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec

EmailsNewslettersPosters (current players)Posters (prospective athletes)Posters (coaches)Posters (Athletic office)Posters (high school coaches)BrochuresFacebook Twitter

99

Phone callsText Programs

Appendix100

In-depth Interview QuestionsChad Braegelmann and Malama Taumalolo

o What do you do to keep in touch with alumni?o How would you describe relationships with alumni?o Do you get donations from alum? If so how often and how

much?o What's your turn out rate for alumni weekend/ alumni

matches?o Do you have good relations with high school coaches?o Who is the majority of your fan base?o Do you have any season ticket holders?o How would you rate player experience for your team? o Who is more likely to come back?o How do you see the volleyball team in terms of alumni

following?o Do you have any preconceived notions about the volleyball

team?

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o Who's your team’s biggest influence on Alum?o What is the biggest difference you see in the volleyball

team?o Who does most of SCSU volleyball’s PR work?o Do you do any camps for the community?o Who comes to the camps and what is an average turn out?o Do you value the community as an important aspect of this

program?o How often do you contact the coaches in the area?o What is your biggest means of communication?o Do you feel the players are getting enough or what they

need to be happy in this program?o What is one message you want the community to know

about SCSU volleyball?

Lori Fisho What do you do to keep in touch with alumni?o How would you describe relationships with alumni?o Do you get donations from alum? If so how often and how

much?o What's your turn out rate for alumni weekend/ alumni

matches?o Do you have good relations with high school coaches?o Who is the majority of your fan base?o Do you have any season ticket holders?o How would you rate player experience for your team? o Who is more likely to come back?o How do you see the volleyball team in terms of alumni

following?o Do you have any preconceived notions about the volleyball

team?

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o Who's your team’s biggest influence on Alum?o What is the biggest difference you see in the volleyball

team?o Who does most of your PR work?

Glenda Promo What are some problems you see with the SCSU volleyball

team as a high school coach?o Do you go to any games?o Do you suggest SCSU volleyball to any of your players?o Have you ever toured SCSU?o Have you seen a difference between the last 5 years in

moral with SCSU volleyball?o Do you feel that SCSU volleyball does enough community

involvement?o Do you know about our spring volleyball clinics?o Do you suggest SCSU volleyball camps to your players?o How often are you in contact with Chad?o What do you think of the SCSU volleyball team as an

organization? As players?

Focus Group QuestionsFocus Group 1Prospective Volleyball players1. Do you know what SCSU volleyball is? 2. What do you associate with SCSU volleyball?3. Have you known any players to play for SCSU?4. Have you ever been to a game at SCSU?5. Are you planning on playing college volleyball? 6. Why would you want to play college volleyball? 7. Would you ever consider going to play college volleyball at

St. Cloud? Why/Why not?8. What have you heard about St. Cloud in the last 5 years? 2

years?

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9. What do you know about the current coach?10. Do you know where you would want to play college

volleyball if given the opportunity?11. What do you believe to be the best part about being a

part of a volleyball team?12. What is the biggest influence on a “successful season”?

Focus Group 2NSIC Volleyball coaches

1. What do you do to keep in touch with your alumni?2. How would you describe your relationship with them?3. Do you get donations from them?4. What is a usual turn out for alumni on a specific volleyball

alumni event? 5. What has brought alum to events in the past?6. What is your relationship like with the community in which

your school is located?7. How would you rate player experience? Who is most likely to

come back?8. What is the team’s biggest influence on alum? (ex.

relationships/success/coaches)

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9. Who handles your teams Public Relations?10. Do you host events for current players to help them

build relationships off the court? If so what are they?11. How do you get alumni to come to your events?12. What social networks do you have to connect with

alum? If any.13. Did you see any issues with the SCSU volleyball team in

the past 5 years? If so, identify them.

Focus Group 3Alumni 1st year out

1. What did you like most about your SCSU volleyball experience?

2. What would you change about it?3. Who was the biggest influence on your time here?4. Did you see a difference in the team culture when a new

coach was put into place last year?5. What is a motivator to go to alumni events?6. Have you gone to any games since you graduated?7. Who keeps you involved with the SCSU volleyball program?8. What has been the biggest change with the SCSU volleyball

program since you started here?

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9. Do you feel the SCSU volleyball program has given what they had promised you when you first came here?

10. Has anyone close to you quit this program?11. How do you as alumni communicate with each other?

SurveysSurvey 1High school volleyball players

1. Did you know that St. Cloud State University has a volleyball team?

a. Yesb. No

2. How connected do you feel the SCSU volleyball team is with the community?1 2 3 4 5

3. How good do you think the SCSU volleyball team?1 2 3 4 5

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4. How interested would you be in continuing college volleyball at SCSU?1 2 3 4 5

5. Have you ever been to an SCSU volleyball game?a. Yes b. No

6. How connected do you feel to the SCSU volleyball team?1 2 3 4 5

7. Have you ever been an SCSU volleyball camp?a. Yesb. No

8. Do you follow SCSU volleyball on social media?a. Yes b. No

Results: 1) Yes 90/200 2) 2 122/200 3)1 118/200 4) 2 108/200 5) No 160/200 6) 1 169/200 7) No 120/200 8) 101/200

Survey 2All Alumni

1. How well do you like the SCSU volleyball team?1 2 3 4 5

2. How connected do you feel the SCSU volleyball team is with the community?1 2 3 4 5

3. How good do you think the SCSU volleyball team?1 2 3 4 5

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4. How comfortable would you be in promoting SCSU volleyball to future athletes?1 2 3 4 5

5. Have you ever been to an SCSU alumni volleyball event?a. Yes b. No

6. Have you been to an alumni event in the last 2 years?a. Yes b. No

7. How connected do you feel to the SCSU volleyball team?1 2 3 4 5

8. Have you been an SCSU volleyball game since you graduated?

a. Yesb. No

9. Do you keep in contact with any of the current players?a. Yes b. No

10. Have you seen a positive change with SCSU volleyball in the last 5 years?

a. Yesb. No

11. What is one factor that you loved about SCSU? (write in)

12. Do you follow us on Facebook and Twitter?a. Yes b. No

Results: 1) 1 147/200 2) 2 136/200 3) 2 101/200 4) 2 130/200 5) No 147/200 6) No 173/200 7) 3 113/200 8) Yes 99/200 9) No 188/200 10) Yes 118/200 11) varied 12) No 98/200

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Survey 3High school coaches

1. Did you know that St. Cloud State University has a volleyball team?

a. Yesb. No

2. How connected do you feel the SCSU volleyball team is with the community?1 2 3 4 5

3. How good do you think the SCSU volleyball team?1 2 3 4 5

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4. How interested would you be in promoting SCSU volleyball to your athletes?1 2 3 4 5

5. Have you ever been to an SCSU volleyball game?a. Yes b. No

6. How connected do you feel to the SCSU volleyball team?1 2 3 4 5

7. Have you ever sent your athletes to a SCSU volleyball camp?a. Yesb. No

8. Did you know SCSU offers spring volleyball clinics in the month of March?

a. Yesb. No

9. Have you seen any positive changes with the SCSU program in the last 5 years?

a. Yes b. No

10. How good is the SCSU volleyball team at being good role models?1 2 3 4 5

11. Do you follow us on our Facebook and Twitter?a. Yesb. NoResults: 1) Yes 104/200 2)2 98/200 3)2 109/200 4) 2 125/200 5) No 103/200 6) 2 129/200 7) No 179/200 8) No 165/200 9) Yea 180/200 10) 1 101/200 11) No 144/200

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