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

2. Limitless Possibilities

3. Round Out Your Education With
The PlaneTUTORum

4. Executive Summary

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

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

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

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

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

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

11. Social Media
Only Facebook
Currently uses fliers to advertise

12. 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Outdated technology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

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

14. Planetarium Facebook Page

15. PlaneTUTORum Facebook Page

16. Facebook Page Metric Facebook Page Sentiment
Positive scientific comments

17. Reach
Page * 853 likes
Each post 1-5 likes

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

19. Research Findings

20. 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

21. Methodology
Demographics
MSUM college students
Used Survey Monkey

22. 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

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

24. Creative

25. Radio Ad

28. Round Out Your Education With
Slogan
Round Out Your Education With
The PlaneTUTORum

29. Logo
Limitless Possibilities

30. Goals and Objectives
Increase Awareness
Increase ROI

31. 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

32. Campaign Goals Marketing Promote Planetarium Services Advertising
Add interest to Promotions

33. Positioning Statement
Make the Planetarium A Tutoring Destination

34. 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.

35. 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

36. Round Out Your Education With
The PlaneTUTORum