Elise Runberg Mary Gangl Justin Krueger Round Out Your Education With The PlaneTUTORum MSUM Planetarium Elise Runberg Mary Gangl Justin Krueger

Limitless Possibilities

Round Out Your Education With The PlaneTUTORum

Executive Summary

Focus: Increase Utilization MSUM Planetarium Focus: Increase Utilization Target Audience: Students * Professors * Tutors

Basis of Campaign Public Relations Administration demand Survey results Public Relations Create Buzz through Dragon Radio Create impulse attendance with live public service announcements

Campaign Goals Increase recognition 50% first year 75% in 3 years

Creative Strategy Create Brand Recognition Place infinity logo on all marketing products Place marketing products in hand of every potential planetarium visitor

Rationale Creating new options for use of space Increase utilization Increase brand recognition for users Create Buzz about MSUM Planetarium

Situation Analysis Situation Analysis Planetarium Under-utilized 50% of Surveyed Never Attended

Social Media Only Facebook Currently uses fliers to advertise

SWOT Analysis Strengths Weaknesses Only Dome in area Not listed on Wikipedia Digital Projector Poorly attended events Quality Audio System Outdated technology Adequate parking Poor Ambiance Limited access after hours

Opportunities Threats Increase use of social media Other places that offer technology in study spaces Expand uses for space –such as tutoring

Planetarium Facebook Page

PlaneTUTORum Facebook Page

Facebook Page Metric Facebook Page Sentiment Positive scientific comments

Reach Page * 853 likes Each post 1-5 likes

Research Plan Objectives: Find out who know about planetarium Find out what they know about the planetarium Primary Research: Group research

Research Findings

What would you suggest to make the planetarium more intriguing?  *More shows, cheaper rates *Don’t know = 2 *More advertising in family magazines or local women’s magazines *More publicity in monthly events *More events *Explain its best features and people will come *Nothing = 2 *More convenient show times *Better and more frequent advertising *of events. I walked by it every day but otherwise I’d never know what’s going on. *Better advertising

Methodology Demographics MSUM college students Used Survey Monkey

Target Audience College Students/Tutors Demo – 18-25yrs/ Psyco – interested in learning/teaching College Professors Demo – masters or doctorate Psyco – interested in teaching/helping learn

Campaign Goals Increase Utilization for Planetarium Increase Return on Investment for MSUM Planetarium

Creative

Radio Ad

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Logo Limitless Possibilities

Goals and Objectives Increase Awareness Increase ROI

Public Relations Goal: Increase attendance Strategy – create Buzz using recognized voices Tactics – have MSUM Dragon Radio DJ’s announce events live (PSA) Goal: Increase brand recognition Strategy – increase visibility/audibility Tactics – place logo on every give-away/ give away prizes at events

Campaign Goals Marketing Promote Planetarium Services Advertising Add interest to Promotions

Positioning Statement Make the Planetarium A Tutoring Destination

Media Mix Paid Media: Our radio ad which will be played on local radio stations, our print ad which will be in the advocate and local magazines, and finally our billboard which will be displayed electronically on MSUM campus and along I29n/s and I94e/w Owned Media: Our Facebook page where we can advertise for free and word of mouth.

Understanding the Budget Allocation of funds Costs Billboards MSUM Electronic I29 N/S I94 E/W   - 1,000 Magazines MSUM Advocate Fargo Forum Local 100 400 Phone Text Alerts 250 Radio Dragon News Contests Free Admission Give Away (500) 1,500 Total Cash Expense Total Cash Ad Loss Total Costs 4,500 5,000 Understanding the Budget

Round Out Your Education With The PlaneTUTORum