Throughout the course of our Advertising and Public Relations Course my group (Natalie Schaffner, Owen Browning, Hannah Anonelli, and Chad Pinson), and I were assigned a client, and asked to help them create a campaign to help with their advertising. In order to build team chemistry we were asked to do a scavenger hunt around the college, and this really helped our team become closer. I really enjoyed working with the group I had. Our client was Erica Byrd from West Virginia Wesleyan’s
marketing department. Our task was to find a way to get alumni to come to the homecoming office and sing in, and also to increase the number of younger alumni that attend homecoming.
In order to be successful our group came up with goals and objectives that needed to be defined and met. For example, our overall business objective was to increase volume and profit by getting more people to attend homecoming at Wesleyan. Our communication objective was to create awareness of the homecoming event, make alumni knowledgeable of the event, and project an image for the target audience. Our marketing objective was to market to the younger and older alumni from WVWC in two different ways that would appeal to each generation. We also used COMMSPOINT which is a strategic planing solution that helps agencies identify the optimal communication channel mix for their services. Our COMMSPOINT research was able to help us identify certain aspects we needed to know about our target audience such as their annual income, education level, the way in which they consume their media, and their gender.
This tool developed graphs of the demographics for our target audience, and made it easy for us to analyze the results. To the right is an example of what the graphs would look like on COMMSPOINT. In the end we were able to put together a full campaign that breaks down our goals and research piece by piece. We also gave recommendations on to other events the homecoming committee can incorporate in order to make it more appealing to both generations. Some of our ideas included having a concert put on by Karen Staley which is an alumni of Wesleyan. We also thought to recreate the JUMP event for the alumni because many of the alumni were members of sororities and fraternities at the college. Overall, we made a very detailed plan that would meet all of the goals and objectives we set in the beginning. We feel confident that the Wesleyan Homecoming Committee will accept our campaign and actually use the ideas we have given.