1. Purdue University Professional Masters in Strategic Communication Atlas Agency

2. Primary Research Interest –87% have considered further Education –50% are unsure about Masters in Strategic Comm. Demographics –Female to Male - 3:1 –Income is at 75,000-125,000 yearly –Job market varied; primarily in PR positions –Age 48% - 28-35 49% - 36-45 3% - 46+ 28-35 36-40 41-45

3. Primary Research Informational Sources –100% use the Internet –Local Newspaper and Television Social Media –90% Facebook –76% LinkedIn –10% YouTube

4. Key Publics Overview –Purdue Alumni Ages 28-35 making around $75,000 Media –Internet is how to reach majority –Facebook –LinkedIn –Local Newspaper and Television –Print and Video advertisements

5. Class Preferences Time –Flexible length preferred –Many want it in a year Style –Hybrid is preferred with 60% –Online is the other option at 40% Consideration –Many are unsure what this program is or whether they want to grow academically –Clarity of program might help get definitive answer

6. Plans, Goals, and Objectives Introduction: –The plan of this Integrated Communication Marketing plan is to use all of our available communication strategies to successfully market the launch of the new Professional Masters in Strategic Communication for Purdue University. –Two Phase Implementation

7. Statement of Objectives Phase 1: “What is the program about?” –Objectives Phase 2: “What’s in it for me?” –Objectives

8. Guiding Theories Theoretical Application –Public Information Model –2-way Asymmetrical Model –Expectancy Value Theory Additional Principles –Source Credibility –Facts and Figures –Simple Solutions

9. Messages Campaign Theme – “Investment” –Key Message Gain a wealth of knowledge Invest in YOU! Type of Appeals –Rational Factual and Value Propositions Emotional Appeal

10. Fundamental Tactics Kick-Off Fundraiser Virtual Career Fair Booth Direct Mail Piece/Postcards E-flyer Bus Inserts/Outdoor Non- traditional Media TV Commercial Radio Commercial Website Preview Event On Site Op-Ed News Release

11. Logo

12. Social Media

13. Career Fair Booth *All images borrowed from istock photo for this presentation.

14. Billboard

15. Business Cards

16. Print Advertisement

17. Brochures

18. Timetable Campaign Length –10 months Campaign Methods –Fundraiser –Online –Traditional/Visual Communication –Career Fairs –Special Events

19. Budget –Promotional Items –Traditional/Visual Communication –Career Fair/Special Event Total Campaign Cost: $4,920

20. Additional Suggestions, Resources, and Staffing Additional Suggestions –Kick Off Event –Additional Traditional/Visual Communication Resources Staffing –Social Media

21. Campaign Summary Interest in Program Among Target Public (28-45) Use of Various Tactics –Focus on ROI Make Your Investment Today!