A PUBLIC RELATIONS CAMPAIGN

PREPARED BY:
Kelsey Eagle
Bekah Hickman
Audrey Tyner

A PUBLIC RELATIONS CAMPAIGN

TABLE OF CONTENTS

Executive Summary . 3
Situational Analysis ...... 4
Client Profile ... 5
Targeting Research ..... 6
Segmentation and Targeting 7
Positioning and Communication Objectives ... 8
Creative Strategies . 9-10
Evaluation ..... 11
Implementation .... 12-22
Appendix .... 23-33

A PUBLIC RELATIONS CAMPAIGN

EXECUTIVE SUMMARY

Ridgefield Christian School is a private school system in Jonesboro, Arkansas that provides a
Christian education to its students. In a city populated with numerous public school
systems, Ridgefield School is the only private institution in Jonesboro, making it unique to the
area. Advertising the school through mediums such as social media, billboards, brochures,
and events will allow Ridgefield to broaden its reach in the Jonesboro and surrounding
areas.
This public relations campaign will focus on increasing enrollment numbers and spreading
awareness and knowledge of the school system throughout Jonesboro and the surrounding
areas. The tactics used in this plan will communicate to target audiences the possibility of
sending their children to an area private school.

A PUBLIC RELATIONS CAMPAIGN

SITUATIONAL ANALYSIS

SWOT Analysis
Strengths:

Weaknesses:

- Quality school systems

- Costs more than public school

- Smaller student/teacher ratio

- Location

- ACT scores that beat most averages

- Not one specific denomination

- Bible based teachings

- Non-denominational
Opportunities:

Threats:

- Room for expansion

- Public schools

- Appeal to a wider variety of students

- Home schooled students

Client Profile

Summary: Ridgefield Christian School is a private Christian school in Jonesboro, Arkansas

that provides quality education at an affordable cost.
Mission:

The main objective is to focus on academic excellence with the inclusion of

spiritual and Christian beliefs as the driving force and purpose of the school.

Vision:

Ridgefield Christian School wants to increase student enrollment numbers while

identifying the school as a choice when considering schools for a child.

A PUBLIC RELATIONS CAMPAIGN

CLIENT PROFILE

Ridgefield Christian School is an excellent educational institution providing a need in the

community for its students and parents. Not only do the children receive a quality
education as evidenced through standardized test scores, but they also receive thousands
of dollars in scholarship monies, and they are prepared and accepted to prestigious
university campuses where they excel. They are afforded the opportunities to participate in
athletic programs and student organizations. They are made to feel important and
accepted regardless of their social, economic, cultural, or religious status or preferences.
The school is very accepting of everyone. The parents are confident when they drop them
off in the mornings that they are in a safe and comfortable environment and that they will
be happy at school while being engaged in productive, worthwhile, educational
experiences. They are assured that their child is receiving the best education possible and
that every effort is being made to follow appropriate procedures and adhere to proper
standards. Primarily, parents rest assured that their child is receiving a Christ-centered, Biblebased, education as presented in the schools mission statement.
The common ideas and attitudes of the school are quite different to that found in the public
school. Although the main objective and focus is that of academic excellence, the
inclusion of spiritual and Christian beliefs is the driving force and purpose of the school.
Students wear school uniforms to create a spirit of likeness and consistency. A sense of
social status disappears with the absence of fads and name brand clothing. Jewelry is at a
minimum while tattoos and extreme body piercing are strictly prohibited. A strict dress code
is enforced including acceptable hairstyles. Students are encouraged to recognize the
beauty of mans inner character rather than that of the outward appearance. Wearing
school shirts and colors also promotes school spirit and a sense of pride.
The political structure at RCS rests in ANSAA (Arkansas Non-Public School Accrediting
Agency), the accrediting agency for the school, the school board, followed by the
administration. Some school law is directed by the Arkansas Department of Education, such
as curriculum and attendance. ANSAA regulates policy for the private school and assists the
school in closely monitoring state law such that it would not be in violation at any time. The
board establishes policy, and the administrator carries out and follows the policy in day-today operations.
The school board is the primary source of leadership for RCS. The elected members bring
varied talents and experiences to the position. They selflessly devote time to the task of
setting policy. Having children in the school for a number of years and are familiar with the
operations, customs, and traditions. They have good understanding and/or skills in money
management and budgeting. They are known and trusted by the other parents as well as

A PUBLIC RELATIONS CAMPAIGN

TARGETING RESEARCH

Primary Research:
- Survey
- Parents, grandparents, and guardians of children who attend private
schools were asked sixteen questions to which they could answer however
they preferred.
Dining
1. When you dine out in Jonesboro, where do you like to eat?
2. What kind of atmosphere do you prefer in a dining experience?
3. How often do you eat a meal in a local business per week?
Shopping
1. Where in Jonesboro do you prefer to shop for groceries?
2. Where in Jonesboro do you prefer to shop for clothing?
3. Where in Jonesboro do you prefer to do your household shopping?
4. How often do you shop per week?
5. What stores do you most often frequent in the Mall at Turtle Creek?
Recreation
1. Where in Jonesboro do you prefer to spend recreational time with
your family?
2. Where in Jonesboro do you prefer to spend recreational time
without your family?
3. How often does your family participate in recreational activities
outside of the home, per month?
News
1. What local publications do you most often read?
2. How frequently do you read these publications, per week?
3. What local television programs do you most often view?
4. How frequently do you view these publications, per week?
Church
1. What church do you most frequently attend?
Secondary Research:
- Social Media and Website Analysis
- Facebook was analyzed through Facebook Insights.
- Twitter was analyzed through Hootsuite.
- Ridgefield Christian Schools website was analyzed through Google Analytics.

A PUBLIC RELATIONS CAMPAIGN

SEGMENTATION & TARGETING

Target Audiences

- Parents of children who are grades Pre-K through 12th grade.

- Grandparents of children who are grades Pre-K through 12th grade.
- Guardians of children who are grades Pre-K through 12th grade.

Target Persona

Shelly Brown: Thirty-five year-old stay-at home mom of twelve-year-old Emma and
seven-year-old Jackson, who are both enrolled in public school in the Jonesboro area. Mrs.
Brown feels as though the class sizes in local public schools are growing but would prefer a
smaller student-to-teacher ratio for her childrens education. She loves local publications
such as Occasions Magazine. She also spends a lot of time on social media due to her avid
couponing hobby.
Bob and Dixie Jones: Retired grandparents of ten-year-old Braxton, nine-year-old Logan,
and five-year-old Kendall. The Jones are very involved in a local church where Bob is an
Elder. They want their grandchildren to receive a quality education in a wholesome
environment. In their retirement they have become extremely involved in the Jonesboro
community and spend much of their time at volunteer events. Each morning Bob listens to
his favorite radio show, Stafford and Friggo while Dixie watches Good Morning Region 8 on
the television.
Michael Lee: Guardian of fifteen-year-old Ava who has been homeschooled for the
majority of her life. Ava dreams of becoming a doctor so Michael and his wife want to
ensure that Ava receives a quality education and is well prepared for college. Michael is
researching schools within a thirty mile radius that ranks above other local schools in test
scores. He wants to gather as much information as he can from various school websites and
would like to be able to attend a school event to meet teachers, parents, and students
who can give him feedback about the institution.

A PUBLIC RELATIONS CAMPAIGN

POSITIONING & COMMUNICATION OBJECTIVES

Goal
- Raise awareness of Ridgefield Christian School throughout the Jonesboro area and
establish Ridgefield Christian School as a choice when considering the right school for a
child.

Communication Objectives
- Increase communication in enrollment opportunities for grades Pre-K through twelve.

- Develop branding standards for all communication being created and disbursed under
the Ridgefield Christian School brand.

- Strengthen community awareness and involvement.

A PUBLIC RELATIONS CAMPAIGN

CREATIVE STRATEGIES

Objective:
Increase communication in enrollment opportunities for grades Pre-K through twelve.
Strategy: PR Advertising
Tactics: Billboards for Events, Brochures, Direct Mail
Execution: Billboards: 2/15-8/19; Brochures: 2/15-5/20; Mail Outs 2/15-8/19
Strategy: Media Relations
Tactics: TV Advertisements, Radio Advertisements, Newspaper/Magazines
Execution: TV Ads: 2/15-8/1; Radio Ads: 2/15-5/20; Newspaper/Magazines: 2/15-8/19
Strategy: Social Media
Tactics: Twitter/Facebook posts, keeping the website current
Execution: Twitter & Facebook: (Daily); Website: (Daily)

Objective:
Develop branding standards for all communication being created and disbursed under the
Ridgefield Christian School brand.
Strategy: Collateral Material- Why is Christian education the better option?
Tactics: Brochures, Direct Mail Pieces, Admissions Packets, Newsletters, Letterhead
Execution: Brand Package March 27, 2015
Strategy: Media Relations
Tactics: Crisis Communication Plan, News Releases, Media Kit, Media Lists, Media Timeline
Execution: April 17, 2015
Strategy: Social Media
Tactics: Daily Facebook posts/shares, Twitter Engagement, Video Testimonials, HootSuite,
Google Analytics
Execution: Analytics on Google and HootSuite February 13, March 13, April 13

A PUBLIC RELATIONS CAMPAIGN

CREATIVE STRATEGIES

Objective:
Strengthen community awareness and involvement.

Strategy: Special Events

Tactics: Fundraisers, Sponsorship Enrollment, Festivals
Execution: Spring Festival (4/3 [Good Friday])

Strategy: Publications
Tactics: Programs (at events such as athletic events), Brochures
Execution: Programs: 2/16-5/1

Strategy: Social Media

Tactic: Facebook, Twitter, Instagram
Execution: All social media in accordance with special events
*Target audiences reliant upon specifics of event

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A PUBLIC RELATIONS CAMPAIGN

EVALUATION

Throughout the semester we aimed to complete the goal: Raise awareness of Ridgefield
Christian School throughout the Jonesboro area and establish Ridgefield Christian School as
a choice when considering the right school for a child. We were able to evaluate our
results in reaching this goal by analyzing each objective that we set to meet.

Objective 1: Increase communication in enrollment opportunities for grades Pre-K through

twelve.
Evaluation
- Created a billboard that is currently in two locations in Jonesboro.
- Due to Ridgefield Christian Schools enrollment occurring from April 2015 to August
2015, Fall 2015 enrollment numbers are TBA.

Objective 2: Develop standards for all communication being created and disbursed under
the Ridgefield Christian School brand.
Evaluation
- Created a media kit and branding package conducive to corresponding
standards.
- Developed cohesive testimonial videos to be placed on social networking websites.

Objective 3: Strengthen community awareness and involvement.

Evaluation
- Through the redevelopment of social media standards, we were able to increase
user exposure and engagement by ten percent on each platform.
- Promoted the school and events through local media outlets such as KAIT-8, East
Arkansas Broadcasters, the Jonesboro Radio Group, and the Jonesboro Sun.

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A PUBLIC RELATIONS CAMPAIGN

IMPLEMENTATION

Social Media
Objective: Increase communication in enrollment opportunities for grades Pre-K through
twelve.
Strategy: Social Media
Completion Date: February 16, 2015
Ridgefield had previously set up a Facebook page and Twitter account but neither website
were being utilized to full potential. We were able to link Facebook and Twitter to Hootsuite
for optimal use. From there we were able to measure the reach and effectiveness of each
post per networking website. We also analyzed the amount of likes and followers for each
respective page.

Screen shot from the

Ridgefield Christian
School Facebook page.

Screen shot from Google Analytics ran on www.ridgefieldchristian.org

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A PUBLIC RELATIONS CAMPAIGN

IMPLEMENTATION

Billboard
Objective: Increase communication in enrollment opportunities for grades Pre-K through
twelve.
Strategy: PR Advertising
Completion Date: February 16, 2015
We created a billboard to be submitted using the specifications provided by Ridgefield
Christian School. Along with Lamar Advertising of Jonesboro, a final billboard was designed
and is now located in two locations around the city.

Located on Highway 63
Located on Parker Road

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A PUBLIC RELATIONS CAMPAIGN

IMPLEMENTATION

Brochure
Objective: Strengthen community awareness and involvement.
Strategy: Publications
Completion Date: March 2, 2015
We designed a new brochure to be distributed to families who are potential enrollees. The
purpose of this brochure is to provide readers with information about Ridgefield Christian
School, therefore resulting in enrollment.
The brochure can be found in the appendix.

Brochure cover.

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A PUBLIC RELATIONS CAMPAIGN

IMPLEMENTATION

Media Kit
Objective: Develop standards for all communication being created and disbursed under
the Ridgefield Christian School brand.
Strategy: Media Relations
Completion Date: March 9, 2015
The media kit was created to distribute to media and news outlets in regards to all press
coverage of Ridgefield Christian School. This particular media kit contains information
regarding the Day at the Park event.
The media kit can be found in the appendix.

Screen shot from the media kit.

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A PUBLIC RELATIONS CAMPAIGN

IMPLEMENTATION

Video
Objective: Develop standards for all communication being created and disbursed under
the Ridgefield Christian School brand.
Strategy: Social Media
Completion Date: March 20, 2015
We filmed and created a testimonial video to be placed on multiple websites. Currently the
video can be found at www.ridgefieldchristian.org.
Along with this video we created individual testimonials that showcase one student, faculty
member, or alumni and their testimonial about the school. These have not yet been placed
on social media but will be used as an enrollment tactic throughout the enrollment period.
To view the video on Youtube:
https://www.youtube.com/watch?v=bL_5DfdH2E0&feature=youtu.be

Screen shot from www.ridgefieldchristian.org

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A PUBLIC RELATIONS CAMPAIGN

IMPLEMENTATION

Brand Package
Objective: Develop standards for all communication being created and disbursed under
the Ridgefield Christian School brand.
Strategy: Media Relations
Completion Date: March 20, 2015
The brand package was created to set standards for the Ridgefield Christian School brand
and reputation. All publications should follow these guidelines. It includes headers, logos,
colors, and specifications for all documents.
The brand package can be found in the appendix.

Screen shot from the brand package.

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A PUBLIC RELATIONS CAMPAIGN

IMPLEMENTATION

Athletic Program
Objective: Strengthen community awareness and involvement.
Strategy: Publications
Completion Date: March 30, 2015
We created a template for an athletic program to be distributed at basketball games. Due
to the required advertisement sales, this will allow Ridgefield Christian School to reach out to
the community, thus increasing name recognition. The programs will then be sold at
games, creating revenue for the school as well as additional brand recognition.
We also created a list of local businesses that would be willing to purchase an
advertisement in the program.
The athletic program can be found in the appendix.

Screen shot from the athletic program.

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A PUBLIC RELATIONS CAMPAIGN

IMPLEMENTATION

Crisis Communications Plan

Objective: Develop standards for all communication being created and disbursed under
the Ridgefield Christian School brand.
Strategy: Media Relations
Completion Date: April 8, 2015
We created a crisis communications plan for the school incase a crisis were to arise at
Ridgefield. The client expressed a desire for this after the school filed for bankruptcy and
there was no protocol in place.
The crisis communications plan can be found in the appendix.

Screen shot from the crisis communications plan.

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A PUBLIC RELATIONS CAMPAIGN

IMPLEMENTATION

Event Day at the Park

Objective: Strengthen community awareness and involvement.
Strategy: Special Events
Completion Date: April 21, 2015
We planned this event as an open house for Ridgefield Christian School. It was in correlation
with a baseball game that was to take place at the school. We worked with various clubs
and organizations at the school to set up booths and games to create a carnival.
Concessions were also available. While the baseball game and booths were occurring,
school tours were provided. Perspective families were provided with the opportunity to see
the campus, as well as meet the Ridgefield staff and faculty.
Ridgefield Christian School normally hosts open houses on Sunday afternoons. This requires
staff and faculty to work on their day off, which is not ideal. With Day at the Park being on a
school day, the teachers were only required to stay a few hours after school, which many of
them typically do on a regular basis.
Ridgefield has never advertised an open house outside of placing a small advertisement in
the Jonesboro Sun. We were able to promote the event with KAIT-8, East Arkansas
Broadcasters, the Jonesboro Radio Group, and the Jonesboro Sun.
Day at the Park attracted a large crowd and brought in the most perspective families of
any open house event that the school has hosted in the past.
Enrollment numbers from this event will not become available until enrollment closes in
August 2015.
Publications and photos from the event can be found in the appendix.

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A PUBLIC RELATIONS CAMPAIGN

IMPLEMENTATION

Event Day at the Park; Event Guide

Objective: Strengthen community awareness and involvement.
Strategy: Special Events
Completion Date: April 21, 2015
We composed a guide book for the Day at the Park event that consists of information such
as game booths and sponsorships.

Screen shot from the event guide.

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A PUBLIC RELATIONS CAMPAIGN

IMPLEMENTATION

Event Day at the Park; Media Relations

Objective: Strengthen community awareness and involvement.
Strategy: Special Events
Completion Date: April 21, 2015
For the Day at the Park we ensured that it would be well publicized. It was promoted with
KAIT-8, East Arkansas Broadcasters, the Jonesboro Radio Group, and the Jonesboro Sun.
We also composed a media list for all of Ridgefields future media needs.
Public Service Announcement for the East Arkansas Broadcasters:
Join RCS for a Day at the Park April 21st at 3:30 pm at the Ridgefield Christian Schools
Baseball field. This event is to get parents and potential new students out to the school.
There will be an open house and carnival games going on during the baseball game. This
event is being put on by the RCS and PR assistance from ASU. For more information you can
contact Mrs. Wendy Stotts at 870-932-7540.

Screenshot from interview on KAIT-8 Mid-Day with Diana Davis.

Photo in the Jonesboro Sun:

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APPENDIX

Plan Implementation Timeline

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APPENDIX

Brochure

24

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APPENDIX

Media Kit

25

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APPENDIX

Brand
Package

26

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APPENDIX

News Release

27

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APPENDIX

Athletic
Program

28

A PUBLIC RELATIONS CAMPAIGN

APPENDIX

Crisis
Communications
Plan

29

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APPENDIX

Day at the Park

30

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APPENDIX

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APPENDIX

Day at the Park

Event Guide

32