1. Cook Cole College of Arts & Sciences (CCCAS)
Current LU Student Audience Analysis & Public Relations Plan
BOOM! Public Relations Firm
Farmville, Virginia

2. BOOM! PUBLIC RELATIONS FIRM
Agency Capabilities
Advertising expertise
Event promotion
Superior training in the Public Relations field
Creative thinking
Diverse group of individuals
BOOM! PUBLIC RELATIONS FIRM

3. Project Objective and Overview
BOOM! PR Consultants has assumed the responsibility of marketing the Cook-Cole College of Arts and Sciences to the current student body. Through media scanning, we have identified opportunities for our client to bring their brand to the target audience.
BOOM! PUBLIC RELATIONS FIRM

4. BOOM! PUBLIC RELATIONS FIRM
Key Messages
Cook-Cole College of Arts & Sciences:
Foundation of LU
Unified group
Produces successful graduates
BOOM! PUBLIC RELATIONS FIRM

5. BOOM! PUBLIC RELATIONS FIRM
Research Phase
Types of research: Google alerts, relevant blogs, & newspapers
Common themes:
Technology – Facebook & texting
Money – college students do not have it
Phi Beta Kappa – Longwood chapter
Music culture- influence on students
BOOM! PUBLIC RELATIONS FIRM

6. BOOM! PUBLIC RELATIONS FIRM
Problems
Name not recognized
Current students not knowing they are in CCCAS
Lack of familiarity and appreciation
Not yet a unified group
BOOM! PUBLIC RELATIONS FIRM

7. Strategy: events to form unity
Tactics:
College picnic
Facebook
Rotunda ads
Classroom advertising
Water balloon fight with professors
End of year banquet for Dean Scholars
CCCAS Pep Rally
“Family Reunion” with alumni
Oktoberfest & Spring Weekend booths
BOOM! PUBLIC RELATIONS FIRM

8. Strategy: marketing materials
Tactics:
T-shirts
“If you Cook-Cole for 4 years, you come out a DIAMOND!”
“Cook+Cole Rock+Roll”
Hot chocolate/Lemonade stations
Movers and Shakers
BOOM! PUBLIC RELATIONS FIRM

9. Strategy: inform students
Tactics:
Monthly Scholarship
Infomercials on Dean Scholars
CCCAS secret handshake
BOOM! PUBLIC RELATIONS FIRM

10. BOOM! PUBLIC RELATIONS FIRM
Budget
Pep Rally
Spirit gear, DJ
Water Balloon Fight
Water balloons, DJ
Booths at Oktoberfest and/or Spring Weekend
Pies, Cook-Cole literature, food
Infomercials about Cook-Cole
“Family Reunion”
Food, DJ
Promotional materials
T-shirts/ water bottles
Hot chocolate/lemonade & cups
Flyers/banners
Recognizing Scholarship winners
Scholarship money
Plaque in Ruffner
Banquet (food, invitations, Aramark staff, speakers)
BOOM! PUBLIC RELATIONS FIRM

11. BOOM! PUBLIC RELATIONS FIRM
Timeline of Events
Times to sell T-shirts
Oktoberfest
Spring Weekend
Dining Hall hours
New Lancer Days
Involvement Fair
“Family Reunion”
Scholarship Banquet
Water Balloon Fight
BOOM! PUBLIC RELATIONS FIRM

12. BOOM! PUBLIC RELATIONS FIRM
Assessment Plan
Take a before/after survey to determine how many students know to which college they belong
Number of T-shirts sold
Number of students, faculty, and alumni at the Reunion
How much enrollment in Cook-Cole has increased since the initiation of our efforts
BOOM! PUBLIC RELATIONS FIRM