- Develop a compelling message to adapt for use across the audiences using the “Where Anything is Possible” tagline
- Develop creative concepts for ads targeted for specific audiences:
- High school freshmen, sophomores, juniors and seniors and their parents, counselors and teachers in South Dakota and a neighboring states.
- Working adults and individuals who have some college credit but no degree within 100 miles of BHSU-RC
- Understand how BHSU is perceived by specific target audiences to determine best messaging.
- Increase the number of high school senior applicants (resulting in an increase in students who enroll as new freshmen) in the Fall 2017 by 5 percent.
- Increase the number of transfer students with an emphasis on South Dakota and neighboring states by 6 percent.
- Raise awareness of the University’s academic quality among all audiences.
- Increase the number of students enrolled at BHSU-RC by 8 percent.
- Recommend campaign strategies and tactics. Identify primary media outlets (billboards, TV, cable, online retargeting, other).
- Prepare written report synthesizing research and reasons for campaign strategies. The completion will include a written report that synthesizes the findings from the research and the agencies’ recommendations for conducting a successful campaign.
- Conduct research to determine how BHSU is perceived to develop compelling and effective messaging.
- Designs for billboards, television, online, print advertising and/or other recommended mediums.
- Campaign Plan. Develop a marketing plan that includes clarified goals and outcomes, timelines, specifications for placement, and recommended evaluation methods.
