Student Media

INSPIRATION Campaign
1. Situation Analysis
Student Media has created a tagline along with the rebranding of its image. The challenge is to
get people to recognize us as a relevant student organization at the University of Utah. We are
also challenged with connecting our values to our brand and getting people to remember that.
There is opportunity to gain student awareness and increase visibility for the newly launched
brand and create student loyalty.
It is hard to catch busy student attention. It is hard to create loyalty and memory as a new brand
competing with various other organizations. Very low resources available at the time are a
challenge.
2. Core Problem/Opportunity
We are trying to create and share student inspiration while ultimately tying this inspiration back
to Student Media as a brand or risk being irrelevant as an organization.
3. Goals and Objectives
Goal: Create awareness for the inspiration portion of the tagline.
Objectives:
-increase page views
-comment and video responses
-email subscribers
-increase use
5. Key Publics and Messages
Publics: students, faculty, alumni
Messages: What has inspired you while being a ____ student? How have you inspired others?
6.Strategies and Tactics
Student Media Inspire Solo Campaign
Strategy:
Tie student inspiration to the Inspire portion of Student Medias slogan to establish it as a feel
good brand/organization.
Tactics:
-take pictures of 10 random students around campus
-have them hold up white board saying What inspires U?
-Use their response to the question as a caption when posting the picture
-have a week long social media campaign posting the pics and responses
-2 posts a day, total of 10 posts for the week
-one post in the morning/one at night

The Daily Utah Chronicle

Strategy: Create engagement and awareness while incorporating the student body as their own
storytellers
Tactics:
-Offer an entire issue made up of student made material/ user generated content
-we shall call it the freelance issue
-implement a once a week opportunity for a user generated content to be issued in the paper
(creating returning users)
-implement in the middle of the semester
-promote 2 weeks prior to actual issue being posted
K-Ute Internet Radio
Strategy:
Inspire people to have a good week by listening to K-Ute Radio
Tactic:
-Every monday post an inspirational song lyric quote on social media to serve as a lovely
inspiration for the week
Wasatch Outdoor Magazine
Strategy:
Reinforce Student Media as the campus storytellers by providing an event where students can
share their own stories with each other and with Student Media.
Tactic:
-Have a smores roasting event on campus where students can roast marshmallows, make
smores, and share stories with each other
-Implement multiple times throughout the semester as a recurring event
-Union, library plaza, dorms
Events Calendar
Strategy: Increase usage of the events calendar by educating students on what and where it is.
Tactics:
-(At an event) A tv screen showing a 2 minute loop of how to use the calendar and examples of
it.
-Event/ticket giveaway for visiting/using website
-Implement during Club Rush week