TheNationalStudentExchangeCampaign

AustinBennett,SkylarFought,SarahHenderson,HaleyKedingandBreyannaTripp
TeamAdventure
KentStateUniversity

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TableofContents

ExecutiveSummary4
I.
Research..5
A. PrimaryResearch....5
B. SecondaryResearch7
C. ResearchSummary.........9
D. FormalResearchRecommendations...9
II.
SituationalAnalysis..11
A. ClientDescription.11
B. PerceptionsandObstacles12
C. InternalFactors.14
D. CommunicationsandMarketingAnalysis...15
E. EnvironmentalFactors.17
F. CompetitorAnalysis.....18
III.
ProblemStatement..19
IV.
Publics.....19
A. Primary.....20
B. Secondary.....21
V.
Objectives....22
VI.
ThemesandKeyMessages..................23
A. Theme...23
B. KeyMessages.......23
VII.
StrategiesandTactics...24
A. .......24
B. ...30
C. ...31
D. ...32
VIII.
Budget...33
A. BulkOrderPrintMedia....33
B. OnlineandSocialMediaTactics..34
C. SmallscalefacetofaceTactics...35
D. LargescalefacetofaceTactics...38
E. FreshmanPsychologyTactics..40
F. FreshmanBiologyTactics....41
G. FreshmanBusinessManagementTactics.42
H. Research43
IX.
Timeline43
A. BulkOrderPrintMedia43
B. OnlineandSocialMediaTactics..44
C. SmallscalefacetofaceTactics...44
D. LargescalefacetofaceTactics
46
E. FreshmanPsychologyTactics...48
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X.

F. FreshmanBiologyTactics.
48
G. FreshmanBusinessManagementTactics.49
Evaluation.49
A. Participation..49
B. AwarenessandExcitement...50

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ExecutiveSummary
KentStatesNationalStudentExchangeisastudyawayprogramavailableforany
undergraduatestudentenrolledattheuniversitywhohassophomorestatusorhigher.The
NationalStudentExchangegivesstudentstheabilitytostudyawayforasemesterorone
academicyearatanyoftheprogramsschools.Thecostisequivalenttowhatthestudentpays
fortuitionatKentState,plustransportationandlivingcostsattheirhostcampus.
TheNationalStudentExchangefacesalackofawareness,excitementandparticipation
amongtheKentStatestudentandfacultypopulation.Withmorethan22,000undergraduate
studentsenrolled,anaverageofsevento13studentsstudyawaywiththeNationalStudent
Exchangeprogrameachyear.Inordertosuccessfullyreachtheundergraduatestudent
population,wenarrowedourpublicstoKentcampusundergraduatestudents,freshman
psychologystudents,freshmanbiologystudentsandfreshmanbusinessmanagementstudents.
Toincreaseawareness,excitementandparticipationwithinthesepublics,wecreateda
twoyearplanthatincludesobjectives,strategiesandtacticsfilledwithprintanddigitalmedia,
alongwithsmallandlargescalefacetofacetactics.Throughprintanddigitalmedia,wewill
connectwithstudentsandgenerateawarenessforupcomingevents.Wepartneredwithgroups
associatedwithspecificmajorstohelppromoteNationalStudentExchangeeventsandbuilda
relationshipwitheachkeypublic.Finally,toincludetheentirecampusandshowanystudentisa
goodfitfortheprogram,wecreatedlargerscaleeventsthatwillencouragestudentsto
participateinfunactivitiesandinformthemabouttheNationalStudentExchange.

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I.

ResearchNationalStudentExchange
A. PrimaryResearch
FacetoFaceInterviews
:Conductedinpersoninterviewswiththeclient.
PamelaJones,academicprogramandstudentdevelopmentcoordinatorat
KentState.
Discoveries
:Gainedanunderstandingoftheclientsexpectations,
thehistoryoftheNationalStudentExchangeatKentStateandthe
programslackofawarenessandexcitementoncampus.
JoelHughes,undergraduatecoordinatoranddirectoroftheApplied
PsychologyCenter
Discoveries
:LearnedHugheshadneverheardoftheNational
StudentExchangebutwouldpromoteitifhehadmore
information.

EmailInterviews
:ConductedemailinterviewswiththeNationalStudent
ExchangePresidentandadvisors.ConsultedKentStateacademicandstudy
abroadadvisors.AlsointerviewedrandomKentStatestudentswhoarepotential
andcurrentexchangeprogramparticipants.
BetteWorley,NationalStudentExchangepresident
Discoveries
:Learnedthe2013participantdemographicsandother
influentialfactors.Alsolearnedwhichschoolssendandacceptthe
greatestnumberofstudents.

TheresaR.Conley,campusadvisoratUniversityofMinnesotaTwin
Cities
AnnieDupr,campusadvisoratUniversitedeSherbrooke
SheilaBrennan,campusadvisoratUniversityofMassachusettsAmherst
RobertBurford,campusadvisoratUniversityofNewMexico
Discoveries
:Learnedcampusadvisorsindividualmarketing
techniquesfortheNationalStudentExchangeandstudent
participantdemographics.

ElizabethDavis,educationabroadandexchangestudentadvisorinthe
OfficeofGlobalEducationatKentState
NickVasiloff,educationabroadandexchangestudentadvisorinthe
OfficeofGlobalEducationatKentState
Discoveries
:Learnedtheannualnumberofstudentswho
participateinstudyabroadandhowtheprogramcommunicates
withprospectiveparticipants.

NicoleKotlan,academicadvisorintheCollegeofBusiness
AdministrationatKentState
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 AmyKittle,academicadvisorintheCollegeofBusinessAdministration
InternationalProgramsOfficeatKentState
Discoveries
:Foundthemostpopularbusinessmajorforfreshmen
isbusinessmanagement.Discoveredadvisorskeepstudentsaware
ofNSEprogrambutstudyabroadismorepopularamongstudents.

GailKovachSpalsbury,academicadvisorforbiologymajorsinthe
CollegeofArtsandSciences
Discoveries
:Foundbiologystudentsgettheirinformationthrough
emailannouncements.

JazmineWoods,juniorcommunicationsstudiesmajoratKentState
Discoveries:
LearnedWoodscurrentlystudiesatNewJerseyCity
UniversitythroughtheNationalStudentExchange.Alsolearned
howWoodsbecameawareoftheNationalStudentExchangeat
KentStateandheropinionoftheprogram.

HeatherMiller,sophomorepsychologymajoratKentState
NathanThomas,juniorpsychologymajoratKentState
JustinLeiter,juniorpsychologymajoratKentState
Discoveries
:LearnedstudentsawarenessoftheNationalStudent
Exchange.Discoveredstudentswillingnesstoparticipateand
potentialbarriersforparticipation.

AustinParker,sophomorebiologymajoratKentState
EmilyCreque,sophomorebiologymajoratKentState
MichelleGerhardt,sophomorebiologymajoratKentState
KaitlynGerhardt,sophomorebiologymajoratKentState
TroyKotsch,juniorbiologymajoratKentState
JennaLiondecker,juniorbiologymajoratKentState
GinaPoulson,juniorbiologymajoratKentState
AlishaCope,seniorbiologymajoratKentState.
Discoveries
:Learnedthebiologystudentsopinionsofthe
NationalStudentExchange.Uncoveredpotentialbarriersfor
biologymajors.Discoveredstudentsprimarilylearnabout
inschooleventsthroughemailnotificationsandnewsletters.

MeganGreives
,sophomorebusinessmanagementmajoratKentState
AmandaLoveland,sophomorebusinessmanagementmajoratKentState
NicoleAllen,juniorentrepreneurshipmajoratKentState
DavisTroyer,juniorfinancemajoratKentState
BenBlake,seniorbusinessmanagementmajoratKentState
RachelParker,seniormarketingmajoratKentState
Discoveries
:Learnedanawarenessissueexistsamongbusiness
students.ThestudentslikedtheideaoftheNationalStudent

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Exchange,butbarrierskeptthemfromapplying.Discovered
studentsprimarilylearnaboutinschooleventsthroughemail
notificationsandinclasspresentations.

ChelseaBollinger,presidentofDeltaSigmaPi,CollegeofBusiness
AdministrationFraternity
Discoveries
:Foundthenumberofactivemembersandpledges,
thefeesandrequiredmeetings.

ChloeKuncel,secretaryofPsychologyClub
Discoveries
:Foundthenumberofactivemembers,whatkindsof
meetingstheyhaveandthattheyhavenotpartneredwithan
organizationbeforebutareinterestedindoingit.

PhoneInterview
:Conductedaphoneinterviewwithapsychologyacademic
advisorintheCollegeofArtsandSciencesatKentState.
LauraHilliker,psychologyacademicadvisoratKentState
Discoveries
:Foundthenumberoffreshmanpsychologymajorsat
KentStateandheropinionaboutstudyawayprograms.

B. SecondaryResearch
PrintSources
InformationfolderprovidedbyPamelaJones,academicprogram
coordinatorforKentStatesNationalStudentExchange
Discoveries
:GivenalistofwhereKentstudentstraveledinthe
pastandapacketofpicturesfromtheirtrips.Thefolderalso
includedaNationalStudentExchangefactsheet,acopyofthe
programsstudentguideofpoliciesandprocedures,andadraftof
theexchangeapplicationforfall2015andspring2016.

OnlineSources
ReviewedtheKentStateNationalStudentExchangewebsiteandlearned
abouttheexchangeprogram,includingtherequirementsforstudents,
costsandthetimeandlocationofinformationsessions.
http://www.kent.edu/nse

ReviewedtheNationalStudentExchangewebsite.Foundthe2013
studentdemographics,theschoolsinvolvedandadvantagesofthe
program.
http://www.nse.org
http://www.nse.org/exchange/ssurvey.asp

Reviewedthepsychologymajorroadmaptoseeifclinicalstudiesor
internshipswereagraduationrequirement.
http://provostdata.kent.edu/roadmapweb/2014/ASBSPSYC.pdf
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Reviewedanonlinefactsheetaboutthetopmajorsfortheincoming
freshmanclassatKentState.
http://www2.kent.edu/about/facts/studentbody.cfm

ReviewedthestudentenrollmenttrendsatKentStatetolearnthenumber
offreshmanbusinessmanagementmajors.
http://rpiedev.kent.edu/Reports/StudentEnrollment.aspx

Reviewedanannualsafetyreportandabreakdownofthecrimesat
UniversityofHawaiiatManoa.
http://www.hawaii.edu/security/resources/PDFs/annual_report14.pdf

ReviewedanannualsafetyreportandabreakdownofthecrimesatKent
State.
http://www2.kent.edu/publicsafety/upload/2014kcasrrev.pdf

ReviewedanarticleaboutcrimeratesinManoa,Hawaiianddiscoveredan
increaseincrimesfor2014.
http://www.hawaiinewsnow.com/story/22698954/

ReviewedanarticleaboutKentStatesundergraduateenrollment
numbers.
http://colleges.usnews.rankingsandreviews.com/bestcolleges/search?nam
e=Kent+State+University&enrollmentmin=0&enrollmentmax=14000&t
uitionmin=5000&tuitionmax=50000&acceptancemin=10&acceptance
max=90&major=&spp=25&page=1

Reviewedanarticleabouttheundergraduatestudentenrollmentatthe
UniversityofNewMexico.
http://colleges.usnews.rankingsandreviews.com/bestcolleges/search?nam
e=University+of+New+Mexico&state=

ReviewedtheKentStatestudyabroadwebsitetolearnhowitcomparesto
theNationalStudentExchange.
http://www.kent.edu/globaleducation/educationabroad

ReviewedtheKentStateundergraduatecreditrequirementsfor
graduation.
http://www2.kent.edu/catalog/2013/info/policies?policy=chr

ReviewedthewebsiteforKentStatesGot15?campaigntoseeitseffect
onKentStatestudentsandtheirabilitytoparticipateintheNational
StudentExchange.
http://www.kent.edu/got15
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 ReviewtheUniversityCommunications&Marketingstaffwebsitetosee
whoisinchargeofwebsitecreationandcontent.
http://www2.kent.edu/ucm/about/staff/index.cfm

C. ResearchSummary
Theprimaryandsecondaryresearchrevealedstudentsandstaffareunawareofthe
NationalStudentExchange(NSE).Afterinformingpsychology,biologyandbusinessmajors
aboutNSE,thestudentsexpressedinterestintheprogram.However,thesestudentssaidcertain
obstacles,includingjobs,familyandcredittransfers,wouldkeepthemfromparticipating.
AdvisorsoftenfailtoinformtheirstudentsaboutNSEbecauseadvisorsthemselves,are
uninformed.
D. FormalResearchRecommendations
Forfurtherresearch,conductthreesurveysofKentStatestudentstoformallyevaluate
theirawarenessofNSEandassessachangeinbehaviorandawarenessoftheprogram.Before
thecampaignbegins,sendoutasurveythroughemailinJanuary2015toevaluatethegeneral
levelofawarenessofNSEamongKentStatestudentsbeforethecampaignbegins.Thesewillbe
sentouttoallstudentsandfacultyenrolledattheKentcampus.Samplequestionsforallsurveys
include:
WhichbestdescribesyourimpressionoftheNationalStudentExchangeatKent
State?
Iveneverheardofit
Iknowalmostnothingaboutit
Iknowsome,butwouldliketolearnmore
IamwellinformedaboutNSEbutamnotinterestedinparticipating
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 Iamwellinformedandplantoapplytostudyaway
WhichcharacteristicofstudyingawaywithNSEismostattractivetoyou?
Icanchoosefrommorethan180schoolstostudyawayforasemesterora
year
Icandoaninternshipwhilestudyingawayatanothercampus
Icanstudyawaywithafriend
MyfinancialaidandscholarshipsapplytostudyingawaywithNSE
WhichinformationismostimportanttoyouindecidingtostudyawaywithNSE?
Identifyingschoolsthatarebestsuitedtomyacademicandprofessional
interests
Learningabouttheapplicationprocessanddeadlines
Learningwhichsemesterisbesttoschedulestudyingaway
Duringthemiddleofthecampaign,sendoutasurveyviaemailinJanuary2016to
evaluatethelevelofawarenessofNSEandmeasurebehaviorchangeamongKentStatestudents
oneyearafterthecampaignbegan.Thesewillbesentouttoallstudentsandfacultyenrolledat
KentStatesmaincampus.
Afterthecampaignhasconcluded,sendoutthefinalsurveythroughemailinJanuary
2017toevaluatethelevelofawarenessofNSEandmeasurebehaviorchangeamongKentState
studentsoneyearintothecampaign.Thesewillbesenttoallstudentsandfacultyenrolledat
KentStatesmaincampus.

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II.

SituationalAnalysis
A. ClientDescription
NSE,amemberbased,notforprofitorganization,beganin1968.Thefounders

establishedtheorganizationtoprovidediversestudyawayopportunitiesandaccesstonumerous
coursesandexperientialprograms.Today,NSEpartnerswithnearly200accreditedcollegesand
universitiesintheUnitedStates,Canada,Guam,PuertoRicoandtheVirginIslandsandhas
providedexchangeopportunitiestomorethan105,000students.
SinceKentStateadoptedNSEin2002,114students
haveparticipated.KentState
annuallysendsbetweensevenand13studentstostudyaway,whilesomeschoolssendmorethan
50.TheUniversityofHawaiiatManoareceivesthemostKentStatestudentseachyear.Pamela
JoneshasbeenwithNSEfromthebeginning.Jonesistheacademicprogramadvisorandalso
worksasasuccesscoachforexploratorystudentsintheDepartment
ofUndergraduateStudies
.
JonesistheonlypermanentstaffmemberforNSEandcurrentlyworkswithateamoffive
interns.Originally,sheworkedwithagroupofpaidinterns,butashrinkingbudgetkepther
fromrehiringthem.Infall2014,JonesrecruitedfiveKentStatestudents,BreannaAvant,Becky
Davis,MariaParente,ErikaStewartandRashaadLyons,asunpaidinterns.
Byinterningwith
NSE,thestudentscanfulfillinternshiprequirementsfortheirmajors.
KentStatesNSEinvitesstudentsfromalltheuniversityscampusestostudyawayfor
onesemesteroranentireacademicyear.However,studentsmustfulfillspecificparticipation
requirements.
Accordingtothewebsite,theseincludeanoverall2.50GPA,sophomorestatus
andgoodstandinginthreeareas:academic,behavioralandfinancial.
NSEisfundedby

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institutionalmembershipandstudentapplicationfees.
StudentspayKentStatestuitionrather
thanthehostcampustuitionandcanuseanyapplicablefinancialaid.Participantsalsopayfor
personaltravelandhousingexpensesanda$185nonrefundableapplicationfee.
Onaverage,anNSEcampusadvisormeetswithprospectivestudentsfivetimes
throughouttheapplicationandselectionprocess,whichbeginsinFebruary.Theadvisorhandles
campusplacement,livingarrangementsandcoursecredittransfers.

Advisorsencourage
students
toselectatleastthreehighprobabilityschoolsbasedonpersonalinterests.Highprobability
universitiesaremorelikelytoacceptstudentsthanlowprobabilityuniversities.
Allcollegesand
universitiesinvolvedhonorthestudentsapplicationtostudyawayonceKentStateacceptsit.
AtanNSEwebconferenceinMarch,thestudentsnameissubmittedtodesiredcolleges
anduniversitiesinasetofrounds.Advisorssubmitthestudentstopdestinationrequestin
roundone.
Ninetyeightpe
rcentofstudentsgettheirfirstchoice.Ifthestudentsnameis
denied,itismatchedwithhis/hernextchoice.Theroundscontinueuntilthestudentispaired
withadestination.InApril,thestudentlearnsthecampus
he/shew
illattend.

Studentscantravel
aloneortravelusingthebuddysystem,whichallowsuptofourstudentstoattendthesame
campustogether.
HostcampusesintegrateNSEparticipantsandencouragethemtoexperience
collegelifeattheirnewcampus.
B. PerceptionsandObstacles
PerceptionsofNSEatKentStatearelimitedbecausestudentsandadvisorslack
awarenessofit.LackofawarenessistheprimaryobstacleNSEfaces.EmilyCreque,a
sophomorebiologymajor,hasneverheardoftheexchangeprogramandisnotinterestedin
participating.Emilyconsidersherselfahomebodyandsaiditishardforhertospreadher

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wingsandgoonadventures.Shebelievesstudyawayprogramsaregreatforstudentswhohave
athirstforadventure,buttheyarenotforher.Megan
Greives
,ajuniorbusinessmanagement
major,alsowasunawareofNSEandchoseinsteadtostudyabroadinFlorence.Crequeand
Grievesliketheideaofexchangeprogramstohelpbroadentheiracademicexperience.Onthe
otherhand,AustinParker,asophomorebiologymajor,saidheisuninformedaboutNSEand
isntinterestedinlearningmore.Parkersopinionsstemfromhisdisinteresttowardstheconcept
ofstudyingaway.
UndergraduatesatKentStatemakeupalatentpublicTheirperceptionoftheprogram
changesoncetheybecomeinformedofNSE.
JoelHughes,undergraduatecoordinatorforthe
DepartmentofPsychology,saidhewasnotawareoftheprogramuntilastudentaskedhimtofill
outaformforanNSEapplication.Onceinformedabouttheprogram,Hughessaidhewould
informstudentsaboutitbecausehebelievesitisagoodmatchwiththepsychologyroadmap.
JazmineWoods,acurrentparticipantintheprogram,sharedthesefeelings.
Woodssaidshe
heardabouttheprogramthroughanNSEalumni.Shefeelstheflexibilityoftheprogramandthe
instatetuitionforanoutofstatecollegearethebiggestadvantages.Woodssaidithasbeena
humblingexperiencebecauseasafirstgenerationcollegestudent,sheneverexpectedtohavean
opportunitytoexperiencesomethinglikeNSE.
TheprogramalsostruggleswithalackofawarenessfromKentStatefacultyandstaff.
LauraHilliker,psychologyacademicadvisoratKentState,advisesherstudentstostudyaway
butwasnotfamiliarwithNSE.WhileNicoleKotlan,businessacademicadvisoratKentState,is
awareoftheprogramanditsopportunities,shedoesnotpersonallyadvisestudentstoparticipate.

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Shebelievesstudentsaretoofocusedongraduatingontimetoparticipateinstudyaway
programs.
Theprogramsobstaclesincludepressurefrompartners,parentsandpeersforthestudent
toremainatKentState.InpastyearsNSEdidnotuseitsalumnitomarkettheprogram,so
potentialstudentshavemisunderstandingsabouttheprogramanditsopportunities.Studentmay
notunderstandthattheirfinancialaidisportablewithNSE.
Anothersignificantobstacleisthe
prerequisitecourseswithinamajorssequence.NathanThomas,ajuniorpsychologymajor,said
heworriesastudyawayprogramwouldslowdownhissequenceprogressionandthereforecause
himtograduatelate.Ifstudentsareconcernedabouttheirfouryeartracktograduation,they
willbelesslikelytoparticipateinNSE.
C. InternalFactors
AkeystrengthofKentStatesNSEprogramisthatitresideswithinanationallyregarded
program,whichisvaluableforastudentwhowantstostudyaway.Itsmainweaknesscomes
fromthelimitedinternalstructure.Jonesdirectstwodifferentdepartmentsandistheonly
permanentstaffmemberforboth.Inprevioussemesters,JonesstaffedtheKentStateNSE
programalone,butthisyearsherecruitedfiveunpaidinternstohelplightentheload.The
constraintsonstaffandtheirresourcescreatethelimitedvisibilityoftheprogramoncampus.
Regardlessofthesmallstaff,Jonesintentionallyconnectswithindividualstudentswhoshow
interestintheprogram.JonesfocusesonmakingsureNSEisagoodfitforthestudentandKent
State.The
studentmustindicatehowhe/shewillbenefitacademically,personallyand/orcareer
wiseasanNSEparticipant.
DuringNSEinformationsessiononOct.2,2014,Jonesconnected
withthestudentwhoattended.Atthesession,Jonesaskedtheonestudentinattendanceabout

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herpersonalgoalsforcollegeandinterestsoutsideofclasses.Jonessuggestedmultiple
programswhichwouldbebeneficialforthestudenttolookintoandalsohelpedherdecide
whichstatewasmostappealingbasedonhernewknowledgeofthestudent.Thestudentwas
impressedwithJonesinterestinstudents.
OpportunitiestoimproveNSEexistaswell.KentStatesnewPresident,Beverly
Warren,couldbecomeanadvocateforNSEandtheopportunitiesitoffers.Shehasalreadybeen
publiclysupportiveofstudyabroad.Oncethestudentbodyreceivescredibleinformationina
creativeway,theriseinawarenessislikelytohelpimprovepossibleparticipation.Thereare
alsoprogramalumniwhocanbecomevaluablemarketersoftheprogram.Whentheytalkabout
theirexperience,itwillshowprospectiveparticipantswhatNSEcanofferthem,andthiswill
extendthereachofJonesandherteamofinterns.
D.
CommunicationsandMarketingAnalysis
NSEinterns,alongwithJones,areimplementingamarketingplanwhichcombines
existingandnewideas.
TheinternscreatedaKentStateNSEaccountonFacebookandTwitter
toconnectwithmorestudents.OntheFacebook,therearepicturesfromKentStateNSEalumni
trips,datesandtimesforinformationsessions,andotherinformationaboutNSE.TheFacebook
postsabouttwotothreetimeseveryweek.CurrentlyontheKentStateNSETwittertherehave
notbeenanytweetssinceNovember2011.JonessaidTwitterandFacebookaccountsforNSE
previouslyexistedbutwerenotutilizedwell.
Inthepast,NSEboughtadvertisingon
TV2,
TheKentStater
andBlackSquirrelRadio.
TV2reachesmorethan7,000KentStateresidents,
TheKentStater
reachesmorethan15,000
peopleperissueandBlackSquirrelRadioaverages10,000listenerspermonth.NSEstopped

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advertisingwhenthecostbecametoohigh.Thelackofadvertisingcouldbeafactorinstudents
lackofawareness.
NSEholdsaboutoneinformationsessionperweekeachsemester,atotalof15per
semester.Thesessionstakeplaceintheafternoon,whichconflictswithclassesandlimitsthe
attendanceofprospectiveparticipants.Morestudentswouldbeabletoattendiftherewerelater
timesofferedsoitwouldnotinterferewithclasses.
NSEalsoholdsaboutthreeKickBack!
sessionseachsemestertocommunicatewithstudentsabouttheprograminarelaxed
environment.Thissemester,sessionswereheldonOct.3rdfrom10:30a.m.to1:00p.m.,Oct.
28thfromnoonto2:00p.m.,andNov.17thfrom11:00a.m.to2:00p.m.However,NSEs
marketingisnotreachingorattractingenoughstudents.Thissemesteronlyfivestudentshave
attendedeachsession,onaverage.
JonessaidNSEalumniarespeakingabouttheprogramat
twoKickBack!sessionsthissemesteroneonOct.28th,andtheotheronNov.17th.These
eventsgivestudentsfirsthandexperienceregardingwhatNSEentails.Inthepast,NSE
presentedatDestinationKentStateandinFirstYearExperienceclassesbuthavestopped
becauseitbecametooexpensive.
Inadditiontotheinformationsessions,thereisadisplayboxonthefirstfloorofthe
library,behindtheresourcedeskintheReserveServicesDepartment.Insidetheboxthereis
generalinformationaboutNSE,flagsofthedifferentstatesinvolvedwiththeprogram,andhow
togetincontactandapplytotheprogram.Therewillbeadisplayboxsimilartotheoneinthe
libraryinfrontofthefinancialaidofficeintheSchwartzCenter.Thesetwolocationsareheavy
trafficareasforKentStatestudents.

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E. EnvironmentalFactors
KentStaterecentlyimplementedtheGot15?campaign,whichencouragesfulltime
studentstotakeatleast15credithourspersemestertograduateinfouryears.Whilethis
campaignwillhelpstudentsgraduateontime,itcoulddiscouragestudentsfromparticipatingin
NSE.Indiscussionswithseveralpsychology,biologyandbusinessmanagementmajors,each
studentexpressedinterestintheprogram,butfeareditwouldpostponetheirgraduationdate.
TheUniversityofNewMexicorequiresallgraduatestohavecompletedatleast128credithours
andsendsmorethan50studentstostudyawaywithNSEeachyear.TheUniversityofNew
MexicohasahighercredithourminimumfortheirstudentsthanKentState.However,theyare
stillsendingmorestudentsawayperyear.StudentsattheUniversityofNewMexicomeetwith
academicadvisorsanddiscusshowtheircreditswilltransferfromthehostschooltothe
UniversityofNewMexico.RobertBurford,acampusadvisorattheUniversityofNewMexico,
reassureshisstudentstheexchangeprovidesanewcollegeexperienceinadifferentlocationand
doesnottakestudentsofftracktograduation.JonesoffersthesamereassurancetoKent
studentsasBurforddoesforNewMexico.
WhilestudentsfearNSEwillaffecttheirgraduationdate,parentsworryaboutthesafety
oftheprogram.ReportedcrimeratesattheUniversityofHawaiiatManoa,themostpopular
hostschoolamongKentStatestudents,haveincreasedforburglary,motorvehicletheftand
liquorlawviolations.KentStatehasitsownsafetyissues.WhiletheUniversityofHawaiiat
Manoaexperiencedthreearsoncrimesduring2013,KentStatereported16.WhileKentState

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reportedsixoncampusdatingviolencecrimes,theUniversityofHawaiiatManoareported
none.
F. CompetitorAnalysis
Inmanyways,studyabroadcanbeconsideredacompetitortoNSE.Studentswhoknow
aboutNSEchoosestudyabroadforaglobalexperience.HeatherMiller,asophomore
psychologymajor,saidshewaswellversedonNSEand
studyabroad.

Millersaideventhough
studyabroadismoreexpensive,itisabetterexperienceforKentStatestudentsbecauseit
broadenstheirinternationalhorizons.GinaPoulson,ajuniorbiologymajor,saidshewould
prefer

studyabroad
ratherthan

NSEbecauseitwouldgiveheragreatersenseofindependence.
Annually,about800KentStatestudentsstudyininternationallocationslikeFlorence,
HongKongandtheUnitedKingdom.
TheOfficeofGlobalEducation(OGE)communicatewith
prospectivestudentsthroughFacebook,Twitteran
demail,whichmakesiteasierfortwoway
communicationbetweenthestudyabroadadvisorsandtheirstudents.OGEisalsohiringa
developmentalofficertoincreasestudyabroadscholarships,whichwilllikelyincreasestudent
participation.
StudyabroadissupportedbyalargerstaffthanNSE.Studyabroadalsobenefits
fromanAdvisoryBoard,comprisedofdeansacrosstheuniversity,givingitgreatervisibility.
PresidentWarrenhasalreadyspokenpubliclyabouttheimportanceofstudyingabroad.
Programssuchasfashionandarchitecturerequirestudyabroad.Theadvisorsforstudyabroad,
NickVasiloffandElizabethDavis,
believetheprogramisanimportantadditiontoastudents
collegecareer.Theybelievetheexperienceofcompletingasemesterormoreabroadis
invaluable.VasiloffandDavissaidstudentschoosestudyabroadbecauseitisfinancially
affordableandacademicallyandculturallyenriching.

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TimeconsumingprogramsoncampusmaybeanindirectcompetitorforNSE.Forsome
studentsthiscouldbeGreeklife,which
requiresmemberstoattendweeklychaptermeetings,
involvementinchaptereventsandvolunteering.Involvementwithreligiousorganizationsand
otherextracurricularactivitiesmayalsocompetewithstudentsparticipationinNSE.
EmploymentcompeteswithNSEindirectlyaswell.Studentsfearlosingtheirjobsif
theyleavetostudyaway.JustinLeiter,ajuniorpsychologymajor,saidworkingafulltimejob
atJazzmansCafe&BakeryatKentStateandvolunteeringmakeitdifficulttoparticipatein
extraactivities.Othercompetitorsincludeinternshipopportunities,clinicalsfornursingmajors,
andotheracademicrequirements.NSEoffersanopportunityforstudents,buttheymustfactor
inothercollegeandlifeactivities.

III.

ProblemStatement
KentStatestudents,facultyandstaffaregenerallyunawareofthebenefitsand

affordabilityofNSE,andconsequently,participationislimited.Awellfocusedcommunication
programcancreategreaterawarenessofandexcitementaboutNSEandhelpgeneratemore
participation.

IV.

Publics
ToincreasethepotentialsuccessofNSEatKentState,outteamusedresearchtoidentify

andnarrowthemostpromisingpublicstobenefitfromstudyingaway.Withinthesepublics,
NSEwillfollowparticipationtrendsrepresentedatKentStateandnationally.Toeffectively
reachthepublics,NSEwillfocusonfreshmenwithinthosemajors.Focusingonfreshmenwill

TeamAdventure19

allowtheprospectivestudentsadequatetimetolearnabouttheprogramandmakeanynecessary
preparationstostudyaway.Additionally,thiswillallowtheNSEstaffthetimetopreparefor
growthoverthetwoyearcampaignperiod.Aftertheinitialcampaign,NSEwillbeableto
incorporatelessonslearnedintolatergrowthcampaigns.
A. Primary
KentCampusUndergraduateStudents
KentStatesundergraduateenrollmentismorethan22,000undergraduate
students
FreshmanPsychologyMajors
PsychologyisthefifthmostpopularmajorofKentStatesincoming
freshmanclassof2014andthetopmajorofparticipatingNSEstudents
nationally.
PsychologyisthemostpopularmajorintheCollegeofArtsandSciences
amongsttheincomingfreshmenclassof2014,with250majors.
In2013,onanationallevel,juniorsaccountedformajorityofstudents
whoparticipatedinNSE.Bytargetingfreshmen,thecampaigncanbuild
awarenessearlyandencouragethemtoparticipateassophomoresand
juniors.
Overthepast12years,13psychologymajorsparticipatedinKentStates
NSE.
FreshmanBiologyMajors

TeamAdventure20

 BiologyisthethirdmostpopularmajorofKentStatesincoming
freshmanclassof2014,andthesecondmostpopularmajorofNSE
studentsnationally.
BiologyisthesecondmostpopularmajorintheCollegeofArtsand
Sciencesamongtheincomingfreshmanclassof2014,with201majors.
Withinthepast12years,fivebiologymajorsparticipatedinKentStates
NSE.
FreshmanBusinessManagementMajors
BusinessmanagementisthefourthmostpopularmajorofKentStates
incomingfreshmanclassof2014.Businessmanagementisapopular
majorforstudentsparticipatingnationally.
BusinessmanagementisthemostpopularmajorintheCollegeof
BusinessAdministrationamongstfreshmen,totaling187majors.
Withinthepast12years,threebusinessmanagementmajorsparticipated
inKentStatesNSE.

B. Secondary
ParentsandguardiansofperspectiveNSEparticipants
Jonessaidparentsandguardiansinfluencethedecisionsofstudents.
Psychology,biologyandbusinessacademicadvisorsofprospectiveNSE
participants

TeamAdventure21

 Advisorsinform,encourageandinfluencestudentsaboutdifferent
programsfortheirspecificmajors.
NSEalumniwhohavegraduatedinthepastfouracademicyearsorare
currentlystillundergraduatestudents
NSEalumnihavetestimonialsabouttheprogramandinfluencethepublics
toparticipate.

V. Objectives
Themaincampaigngoalistoincreaseawareness,excitementandparticipationabout
NSEatKentState.Thisgoalleadstofiveobjectives:
ToincreaseawarenessandgenerateexcitementaboutNSEontheKentCampus
by30%byFebruary2017.
ToincreasetheannualaverageofKentStateNSEparticipantsto30byFebruary
2016,andto55byFebruary2017.
ToincreasethenumberoffreshmanpsychologymajorswhoparticipateinNSEto
10studentsbyFebruary2016.
ToincreasethenumberoffreshmanbiologymajorswhoparticipateinNSEto10
studentsbyFebruary2016.
Toincreasethenumberoffreshmanbusinessmanagementmajorswhoparticipate
inNSEto10studentsbyFebruary2016.

TeamAdventure22

VII.

ThemesandKeyMessages

A. Theme
ExploreYourHorizons:StudyAwaywiththeNationalStudentExchange
B. KeyMessages
AffordableAdventure
Financialaidandscholarshipsapplytotheprogram.Studentspaytheir
normalKentStatetuition,whetheritisinstateoroutofstate.
Studentspayaonetimeapplicationfeealongwiththeirtravelandliving
expenses.
OpportunitiesforHandsOnExperiences
Whilestudyingaway,studentscancompleteinternships,workoncareer
advancementandinvestigatepotentialgraduateschools.
EasyApplication
Academicadvisorsandcampuscoordinatorsworkcloselywiththe
studentstoensurecreditswilltransfer
Studentscanchoosefrommorethan180schoolstoattend.
EasyTransitionProcess

TeamAdventure23

 Studyingawayatadifferentschoolismadeeasywithfriendsbyyour
side.

VIII.

StrategiesandTactics

A. Usemultimediatacticsandfacetofacecommunicationtobuildarelationshipwith
prospectiveundergraduatestudentsonKentcampus,raiseawarenessand
encourageparticipationinNSEandmakeitamorecommonconversationtopicfor
students.
PrintandSocialMediaBlitz
Orderprintmedia,handoutsandpostersforallfacetofaceevents.Papers
willincludethedates,timesandplacesfortheinformationand
KickBack!sessions.Posterswillbeapartofourprintandonlineblitz.
NSEwillcreateaconsistentvoiceandpostingscheduleforFacebook,
TwitterandInstagram.Use#ExploreNSEwitheverypostandatallNSE
events.Adigitallyskilledinternwillbedesignatedastheheadofsocial
media.ThepostswillprovidegeneralinformationaboutNSE,upcoming
eventsanddestinationcampusesbutwillbefun,cleveranddesignedto
generateconversation,commentsandshares.
Potentialtweetsinclude:

TeamAdventure24

 Affordableadventuresarethebestwaytolearn.
#ExploreNSE
http://bit.ly/1zmwjsD
Openthedoorsofopportunitybyattendingthisweeksinfo
session#ExploreNSE
http://bit.ly/15hpHmH
TakeaselfiewithyourbestieatAdventureDayontheK
#ExploreNSE(includephotoofAdventureDayontheK
flier)
Thescheduleforpostingwillbe:
OnepostperdayonFacebook
OnetweetperdayonTwitter
OnepostperweekonInstagram
NSEwill

inviteundergraduatestudentstocompeteinavideocompetition,
NSECloseUpContest,tocreateavideofortheKentStateNSE
homepage.Thevideosubmissionwhichbestexplainsthethemeandkey
messagesofNSEwillwina$500prize.Joneswillholdakickoffeventin
theFirstEnergyauditoriuminearlyFebruary2015toexcitestudents
interestedinmakingthefilmandfurtherexplainNSE.Handoutswillbe
giventothestudentsexplainingtheguidelinesofthefilmanddeadlineof
March13,2015.Jonesandherinternswillreviewthesubmittedvideos
andchooseawinnerbyApril2015.
NSEwillcreateapageontheKentStateNSEwebsiteforparentsand
guardians.ThispagewillprovidefamilieswithinformationaboutNSE,

TeamAdventure25

likecampuschoicesandhowmuchitcosts,andthebenefitsoftheirchild
participating.

Smallscalefacetofacetactics
NSEwillhost10minuteinclasspresentationsinFebruary2015for
generaleducationclasseswhichtailortoourkeypublicsmajors,suchas
GeneralPsychology,PrinciplesofMicroeconomics,Principlesof
MarketingandLifeonPlanetEarth.TwotothreeNSEalumniwillbe
trainedtobecomeAdventureGuidesandNSEalumnifromthethree
targetedmajorswillspeaktotheclasseswearingNSEshirtsprovidedby
Jones.AdventureGuideswillprovidehandoutswithdatesandtimesfor
informationandKickBack!sessionsaswellaspromoteeventslikethe
ExplorerSeries.BeinganAdventureGuidecomeswithperks:the
programwouldbearesumebuilderaswellasstudentswouldreceivea
letterofrecommendation.NSEwillalsoaskprofessorsofthegeneral
educationclassestoofferextracredittostudentswhoattendthe
largescaleevents.
NSEwillofferalargervarietyoftimestoincreaseattendanceat
informationsessions.Theywillholdthesessionsoncepermonthduring
thefallandspringsemesters.ThesessionswillstartJanuary2015.The
sessionwillbeheldthefirstweekofeachmonthfrom6p.m.to7p.m.at

TeamAdventure26

theKentStateStudentCenterinroom315.Therewillbe10information
sessionsperacademicyear.Theestimatedturnoutis15studentsper
session.
NSEwillhaveboothsatBlastOffandBlackSquirrelFestatthe
beginningofthe20152016academicschoolyear.Oneinternandone
AdventureGuidewillbeateachboothgivinghandoutswithgeneral
informationabouttheprogramanddatesandtimesoftheinformation
sessionsandNSEKickBacks.Onthefrontofthebooths,NSEwillplace
alargebannerwiththeNSElogoandExploreYourHorizons:Study
AwaywithNationalStudentExchange.Internswillalsohandoutbags
oftrailmixwithanattachedluggagetaglabeledwithNSEsocialmedia
websitesandtheirwebsiteURL.
NSEwillattendDestinationKentStatesessionsduringthesummersof
2015and2016andhostasessionforparentsaboutopportunities,like
internships,forstudentsaftertheyarefartheralongintheircollege
careers.
NSEwillcreateanadvisoryboardamongsttheacademicadvisorsonthe
KentStatemaincampus.Eachschoolwillhavearepresentativeadvisors
whowillengagewithotheracademicadvisorsadvisorsandstudents,
informingthemaboutNSE.
Largescalefacetofacetactics

TeamAdventure27

 BreakfastBuds
isapancakebreakfasthostedbyNSE.Theeventwillbe
heldonthesecondflooroftheKentStateStudentCenterinOctober2015
and2016from10a.m.to12p.m.KentStateBanquetSaleswillcaterthe
food.NSEwillinvitePresidentWarren,theProvost,JamesL.Blank,the
Deansofeveryschooloncampustoattendtheeventandhelpserve
pancakestothestudents.Studentsareaskedtoattendwithafriendor
makeanewfriendwhiletheyareattheevent.Duringtheevent,the
studentswillbeprovidedwithdatesandtimesoffutureinformation
sessionsandNSEKickBacks.NSEwillreachouttoalumniwhoused
thebuddysystemtogiveashortpresentation.Twoweekspriortothe
event,theinterninchargeofsocialmediawillbeginpostingonFacebook,
TwitterandInstagramabouttheevent.StudentswillbeaskedtoR.S.V.P.
throughFacebook.NSEwillpartnerwithCSI/FLASHperks,sothe
studentscanearnflashpointsforattending.Theanticipatedturnoutwill
be50students.
PizzaandPaperwork
isapizzapartyhostedbyNSE.Theeventwillbe
heldonthefourthflooroftheKentStatelibrary.DuringNovember2015,
thepizzapartywillhappenthefirstandthirdweeksthefirstfromnoonto
3p.m.,andthesecondfrom5p.m.to8p.m.DuringNovember2016,the
partywillbeheldthefirstandthirdweeksthefirstfrom12p.m.to3
p.m.,andinthethirdweekfrom5p.m.and8p.m.Theseeventswillbe
heldduringNovemberbecausethismonthiswhentheapplicationprocess

TeamAdventure28

begins.Attheevent,studentswillgethelpfromtheinternsfillingout
theirNSEapplication.Twoweekspriortotheevent,theinternincharge
ofsocialmediawillbeginpostingabouttheeventonFacebook,Twitter
andInstagram.StudentswillbeaskedtoRSVPthroughFacebook.The
anticipatedturnoutis15studentsperevent.
AdventureDayontheK
isabiggereventsponsoredbyNSEatRisman
Plaza.TheeventwilltakeplaceinmidSeptemberof2015and2016ona
Fridayfrom1p.m.to2p.m.Therewillbeboothsranbytheinterns,
whichprovidestudentswithinformationaboutdifferentcampusesthey
couldstudyatandtheadventuresawaitingthestudentsinthedifferent
states.Therewillbetwospecificboothsforwestcoastandeastcoast
schools,whichincludethelowprobabilityschools.Thesestatesinclude
Hawaii,California,NewMexico,Colorado,FloridaandNewYork.
AdventureGuideswillalsoprovidestudentswithgeneralinformation
aboutNSEandgivetheirpersonalexperienceswithNSEtostudentsatthe
booths.NSEwillpartnerwithKentStatesfoodtruck,ForkintheRoad.
ThetruckwillbeparkedneartheKtocreatemoretrafficfortheeventand
allowstudentstobuyfood.Therewillalsobeacottoncandymachineat
theeventtohelpattractmorestudentswhoarewalkingby.Studentscan
participateinpartnergames,likecornholeandatwoleggedracetohelp
introducetheideaofthebuddysystem.Fourweekspriortotheevent,the
interninchargeofsocialmediawillbeginpostingonFacebook,Twitter

TeamAdventure29

andInstagram.NSEwillaskstudentstolivetweettheeventusingthe
hashtag#ExploreNSE.TheywillholdanInstagramcontestfortheBest
BuddyPicandBestAdventurePic.NSEwillprovidethemwithprops
andcostumeslikesafarihats,binoculars,Hawaiianshirtsandsunglasses.
StudentswillposttheirpicturestoInstagramusingthehashtag
#ExploreNSEandwillbeenteredtowinoneoftwo$15Chipotlegift
card.NSEwillhavePresidentWarrenandFlashtakeapicturetogetherto
postontheNSEinstagramusingthehashtag#ExploreNSE.Thepicture
willbeusedtoencouragestudentstoparticipateinthecontestandattend
theevent.PresidentWarrenandPamelaJoneswillselectthewinnersof
thecontest.Theanticipatedturnoutis100students.
B. Usefacetofaceanddigitalcommunicationtocreateexcitementaboutpossible
volunteerandinternshipopportunitiesforpsychologystudentsthroughNSE.
TheExplorerSeries
isaspeakerseriessponsoredbyNSEforfreshman
psychologymajors.ThisserieswilltakeplaceduringSeptember2016.NSEwill
invitepsychologyalumniwhotravelledwiththeprogramduringtheir
undergraduatecareer.Theywillalsoinviteacademicadvisorsfromthe
departmentofpsychologytotheeventaswellashavethememailtheirstudents
andaskthemtoattendtheevent.Joneswillchoosewhichalumnishewouldlike
toinvitetospeakbasedonwhowouldbebesttotalkabouttheirexperiences.
EachspeechwilltakeplaceinKentHall,whichisthedesignatedbuildingfor
psychologystudents.Speakerswilladdresstopicslikewhattheywishtheyknew

TeamAdventure30

beforeparticipatingandwhytheychosetotravelwithNSE.Theywillalsotalk
abouttheirbestexperienceandtheiracademic,socialandexperientialgrowth.
Fourweekspriortotheevent,theinterninchargeofsocialmediawillbegin
postingabouttheeventonFacebook,TwitterandInstagram.Thepostswill
remindstudentsofdates,placesandtimesforeachspeaker.Theinternswill
createposterstohangupinthespecificbuildingswheretheserieswilltakeplace.
NSEwillaskstudentstolivetweettheeventusingthehashtag#ExploreNSE.
Theanticipatedturnoutis30studentsperspeaker.
NSEwillpartnerwiththePsychologyClubtobuildrelationshipswithstudents
andpossibleopinionleaderswithinpsychology.TheinternswillpromoteNSE
eventswithintheclub,liketheExplorerSeries,bygoingtooneclubmeetingeach
semestertopromoteNSEtothemembers.

C. Usedigitaltacticsandfacetofacecommunicationtogenerateawarenessabout
potentialresearchandgraduateschoolopportunitiesforbiologystudentsthrough
NSE.
TheExplorerSeries
isaspeakerseriessponsoredbyNSEforbiologymajors.
ThisserieswilltakeplaceduringSeptember2016.NSEwillinvitebiology
alumniwhotravelledwiththeprogramduringtheirundergraduatecareer.They
willalsoinviteacademicadvisorsfromthedepartmentofbiologicalsciencesto
theeventaswellashavethememailtheirstudentsandaskthemtoattendthe
event.Joneswillchoosewhichalumnishewouldliketoinvitetospeakbasedon

TeamAdventure31

whowouldbebesttotalkabouttheirexperiences.Eachspeechwilltakeplacein
CunninghamHall,whichisthedesignatedbuildingforbiologystudents.
Speakerswilladdresstopicslikewhattheywishtheyknewbeforeparticipating
andwhytheychosetotravelwithNSE.Theywillalsotalkabouttheirbest
experienceandtheiracademic,socialandexperientialgrowth.Fourweeksprior
totheevent,theinterninchargeofsocialmediawillbeginpostingaboutthe
eventonFacebook,TwitterandInstagram.Thepostswillremindstudentsof
dates,placesandtimesforeachspeaker.Theinternswillcreateposterstohang
upinthespecificbuildingswheretheserieswilltakeplace.NSEwillask
studentstolivetweettheeventusingthehashtag#ExploreNSE.Theanticipated
turnoutis30studentsperspeaker.
NSEwillpartnerwithBiologyClubtobuildrelationshipswithstudentsand
possibleopinionleaderswithinbiology.TheinternswillpromoteNSEevents
withintheclub,suchastheExplorerSeries,bygoingtooneclubmeetingeach
semestertopromoteNSEtothemembers.

D. Usefacetofaceanddigitalcommunicationtocreateenthusiasmaboutinternship
andcareeropportunitiespromotedforbusinessmanagementstudentsthrough
NSE.
TheExplorerSeries
isaspeakerseriessponsoredbyNSEforfreshmanbusiness
managementmajors.ThisserieswilltakeplaceduringSeptember2016.NSE
willinvitebusinessmanagementalumniwhotravelledwiththeprogramduring

TeamAdventure32

theirundergraduatecareer.Theywillalsoinviteacademicadvisorsfromthe
departmentofmanagementandinformationsystemstotheeventaswellashave
thememailtheirstudentsandaskthemtoattendtheevent.Joneswillchoose
whichalumnishewouldliketoinvitetospeakbasedonwhowouldbebesttotalk
abouttheirexperiences.EachspeechwilltakeplaceinBusinessAdministration,
whichisthedesignatedbuildingforbusinessmanagementstudents.Speakers
willaddresstopicslikewhattheywishtheyknewbeforeparticipatingandwhy
theychosetotravelwithNSE.Theywillalsotalkabouttheirbestexperienceand
theiracademic,socialandexperientialgrowth.Fourweekspriortotheevent,the
interninchargeofsocialmediawillbeginpostingabouttheeventonFacebook,
TwitterandInstagram.Thepostswillremindstudentsofdates,placesandtimes
foreachspeaker.Theinternswillcreateposterstohangupinthespecific
buildingswheretheserieswilltakeplace.NSEwillaskstudentstolivetweetthe
eventusingthehashtag#ExploreNSE.Theanticipatedturnoutis30studentsper
speaker.
NSEwillpartnerwithDeltaSigmaPi,thebusinessfraternity,tobuild
relationshipswithstudentsandpossibleopinionleaderswithinbusiness
management.TheinternswillpromoteNSEeventswithinthefraternity,suchas
theExplorerSeries,bygoingtooneclubmeetingeachsemestertopromoteNSE
tothemembers.

X. Budget

TeamAdventure33

A. BulkOrderPrintMedia
Large6x2.5bannerwiththeNSElogoandExploreYourHorizons:Study
AwaywithNationalStudentExchangepurchasedfromStaples$40.00
FirstYear1,000color,8.5"x11",generalinformationhandoutswithdatesand
timesforinformationandKickBack!sessionswrittenbyJonespurchasedfrom
Staples$60.00
SecondYear1,000color,8.5"x11",generalinformationhandoutswithdates
andtimesforinformationandKickBack!sessionswrittenbyJonespurchased
fromStaples$60.00
500color,5.5x8.5,postcardswithNSElogoandtheschoolsstudentscan
studyatpurchasedfromStaples$155.00
500color,3.7x8.5(closed),brochureswithgeneralinformationaboutthe
programanddatesandtimesforinformationandKickBack!sessionspurchased
fromStaples$700.00
AlloftheabovewillbeusedatinformationandKickBack!sessions,
BlastOffandBlackSquirrelFestival.
15colorprintedpostersadvertisingthespeakerseriesdatesandtimespurchased
atStaples(fivepereachbuilding)$105.00
TheaboveposterswillbeusedtopromoteTheExplorerSeries
B. OnlineandSocialMediaTactics
Consistentvoiceonsocialmedia
People

TeamAdventure34

 TrainoneNSEinterntopostonallthreesocialmediaaccountsand
followthepostingschedule
Resources
Facebook,TwitterandInstagramaccounts
ComputerinUndergraduateStudiesofficetoaccesssocialmedia
accounts
VideoonKentNSEwebsite
Money
Prizeforthewinnerofthefilmcontest$500.00
People
SaraSmith,electroniccommunicationsandwebcontentservices
coordinatorforUniversityCommunicationsandMarketing
department,willpostthevideoontheKentStatewebsiteunderthe
NSEpage.
KSUundergraduatestudents
PamelaJoneswilljudgethecontestandselectawinner
Resources
PhotosandvideosofNSEalumniexperiences
KentStatewebsiteasaplatformforthevideo
C. Smallscalefacetofacetactics
ClasspresentationsinGeneralPsychology,PrinciplesofMicroeconomics,
PrinciplesofMarketingandLifeonPlanetEarth

TeamAdventure35

 People
OneAdventureGuidewillpresenttotheclass.
OneNSEinternwillcreateahandouttogivetostudents.
Resources
TheclasslecturehallslocatedinKentHall,CunninghamHalland
theBusinessAdministrationbuilding
17professorswhoteachthegeneraleducationcoursestoallow
NSEtospeakduringclasstime
Money
10NSEAdventureGuidetshirts$180.00
InformationandKickBack!sessions
Money
15poundsofbulkcandyfor20informationsessions(10peryear)
$69.00
Threedozencookiesfor10KickBack!sessions(fiveperyear)
$200.00
Six22ouncesbagsofprepoppedpopcorn$36.00
People
TraintwoNSEinternstohostsessions
Resources
Reserveroom315intheKentStateStudentCentertohostthe
events

TeamAdventure36

 BlastOffandBlackSquirrelFestivalbooths
Money
1,000plasticbagstopackagetrailmixtogiveawayatBlastOff
andBlackSquirrelFestival$15.00
10casesof25poundsoftrailmixtopackageandgiveawayat
BlastOffandBlackSquirrelFestival$747.50
15packsofthreesheetsof24customprintedstickerstoputonthe
packagesoftrailmix$180.00
Twopackagesofstringtoclosethepackagesoftrailmix$5.58
1,000luggagetagscustomprintedtoputonthepackagedtrailmix
$115.00
Instagramphotoframeposterboard$11.79
White,blueandblackpainttodecoratetheposterboard$14.97
Goldglittergluetodecoratetheposterboard$6.29
People
TwoNSEinternstorunthebooth,handoutfliersandanswers
studentsquestions
Resources
Filloutformforboothspaceandturninamonthbeforetheevent
Boothsprovidedbytheeventstaff
DestinationKentState
People

TeamAdventure37

 TwoNSEinternsandPamelaJonestohosttheparentsessions
duringthesummer
Resources
FilloutformtobeapartofDestinationKentStatesessions,turnin
duringSpringSemester
Roomandboothprovidedbyeventstaff
NSEAdvisoryBoard
People
TwoNSEinternsandPamelaJonestoinviteacademicadvisorsto
beapartoftheboardandrunmeetings
Oneacademicadvisorfromeachschooltorepresenttheirstudents
andfellowadvisors
Resources
Roomformeetings,scheduledamonthinadvance
D. Largescalefacetofacetactics
BreakfastBuds
Money
KentStateBanquetSalesKentBuffet(feeds50people)
$1,250.00
Rentroom204intheKentStateStudentCenterforoneday
$350.00
People

TeamAdventure38

 TwoNSEinternstohandoutinformationsheetstostudents
Resources
TablesandchairsprovidedbytheKentStateStudentCenter
Plates,cups,eatingutensilsandnapkinsprovidedbyKentState
BanquetSales
PizzaandPaperwork
Money
ThreelargepizzasfromHungryHowies(fourtimes)$123.00
10packsof24bottlesofwater$34.00
Twopackagesof200countnapkins$5.76
Twopackagesof140countpaperplates$11.88
Printout25applicationsperevent(fourtimes)$150.00
People
TwoNSEinternstohelpparticipantsfillouttheirapplicationand
answerquestions
Resources
FourthflooroftheKentStatelibrarytohosttheevent
Tablesandchairsprovidedbythelibrary
AdventureDayattheK
Money
Inflatableobstaclecourserental$1000.00
Onedaycottoncandymachinerental$400.00

TeamAdventure39

 Twodaycornholerental$50.00
PropsforInstagramcontestphotobooth$20.00
Ropeforthreeleggedrace$8.99
500wristbandswithExploreYourHorizonsprintedonthem
$340.00
Large6x2.5bannerwiththeNSElogoandeastcoastschools
featuredattheeventpurchasedfromStaples$40.00
Large6x2.5bannerwiththeNSElogoandwestcoastschools
featuredattheeventpurchasedfromStaples$40.00
ChipotlegiftcardsforthewinnersoftheInstagramcontest
$60.00
People
FiveNSEinternsandPamelaJonestoruntheevent
Resources
ReserveRismanPlazatohosttheeventduringthespringsemester,
nocosttorent
PartnershipwithForkintheRoadtoprovideattendeeswithfood,
studentshavetopay
ThreetablesprovidedbytheKentStateStudentCenter
E. FreshmanPsychologyTactics
ExplorerSeries
People

TeamAdventure40

 TwoNSEinternswhowillplantheevent,promotetheeventon
socialmediaandprintmediaandwillpassoutNSEinformationat
theendofeachspeaker
Alumnispeakerswithdegreesinpsychology
Resources
Reserveroom102inKentHalltohosttheevent
PartnerwithPsychologyClub
People
OneNSEinternwhowillgotomeetingsofthePsychologyClubto
talkabouteventsfortheirmajor
Resources
PartnershipwithPsychologyClubtobuildrelationshipswith
psychologystudents
F. FreshmanBiologyTactics
ExplorerSeries
People
TwoNSEinternswhowillplantheevent,promotetheeventon
socialmediaandprintmediaandwillpassoutNSEinformationat
theendofeachspeaker
Alumnispeakerswithdegreesinbiology
Resources
Reserveroom100inCunninghamHalltohosttheevent

TeamAdventure41

 PartnerwithBiologyClub
People
OneNSEinternwillgotomeetingsoftheBiologyClubtotalk
abouteventsfortheirmajor.
Resources
PartnershipwithBiologyClubtobuildrelationshipswithbiology
students
G. FreshmanBusinessManagementTactics
ExplorerSeries
People
TwoNSEinternswhowillplantheevent,promotetheeventon
socialmediaandprintmediaandwillpassoutNSEinformationat
theendofeachspeaker
Alumnispeakerswithdegreesinbusinessmanagement
Resources
Reserveroom101inBusinessAdministrationBuildingtohostthe
event
PartnerwithDeltaSigmaPi
People
OneNSEinternwillgotomeetingsofDeltaSigmaPitotalkabout
eventsfortheirmajor.
Resources

TeamAdventure42

 PartnershipwithDeltaSigmaPitobuildrelationshipswith
businessstudents
H. Research
Threesurveys:before,duringandafterthecampaign
Money
10questionsurveydistributedthroughwww.surveymonkey.com
Free
People
OneNSEinternwillcreatequestionstogaugestudentandfaculty
awarenessoftheprogramduringallpointsofthecampaign.
TOTAL=
$7,119.76

XI.

Timeline
A. BulkOrderPrintMedia
FirstYear1,000color,8.5"x11",generalinformationhandoutswithdatesand
timesforinformationandKickBack!sessionsorderinbulkfirstweekof
January2015
500color,5.5x8.5,generalinformationpostcardswithdatesandtimesfor
informationandKickBack!sessionsorderinbulkfirstweekofJanuary2015
SecondYear1,000color,8.5"x11",generalinformationhandoutswithdates
andtimesforinformationandKickBack!sessionsorderinbulkfirstweekof
January2016

TeamAdventure43

B. OnlineandSocialMediaTactics:
Consistentvoiceonsocialmedia
TrainatleastoneinterntoeffectivelyusesocialmediaJanuary12,2015,
firstweekofspring2015classes,twoweeksinadvance
BeginpostingonsocialmediaFeb.1,2015
VideoonKentNSEwebsite
Beginsocialmediaposts,hangfliersandsendinformationalemailstothe
JMClistservaboutthecontestJanuary2015,twomonthsinadvance
ReservetheFirstEnergyauditoriumJanuary2015,twomonthsin
advance
HoldkickoffeventFebruary2015,onemonthinadvance
RemindparticipantsofMarchdeadlineviaemailFebruary2015,two
weeksbeforesubmissiondeadline
ReviewsubmittedvideosMarch2015,twoweeksbeforesendingvideo
SendwinningvideotoSaraSmithMarch30,2015,twodaysinadvance
PostthevideoonlineandannouncewinnerApril1,2015
C. Smallscalefacetofacetactics:
Classpresentations
ContactprofessorsandasktospeakintheclassFebruary2015,one
monthinadvance
CreatehandoutswithNSEinformationFebruary2015,threeweeksin
advance

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 TraininternstospeakinclassFebruary2015,twoweeksinadvance
RemindprofessorsviaemailNSEwillspeakintheirclassoneweekin
advance
Informationsessions
Reserveroom315intheKentStateStudentCenterbeginfirstweekof
springsemester,Jan.12,2015andhostsessioneveryotherweek,reserve
onemonthinadvanceforeachsession
BlastOffandBlackSquirrelFestbooths
ReserveBlastOffboothJuly2015,onemonthinadvance
Buytrailmixandbagsthreedaysinadvance
AssembletrailmixandNSEmaterialstwodaysinadvance
AttendBlastOffAugust2015
ReserveBlackSquirrelFestboothAugust2015,onemonthinadvance
CreatehandoutswithNSEinformationAugust2015,threeweeksin
advance
Buytrialmixandbagsthreedaysinadvance
AssembletrailmixandNSEmaterialstwodaysinadvance
AttendBlackSquirrelFestivalSept.11th,2015
DestinationKentState
ContactDestinationKentStateeventstaffMarch2015
TraininternsanddeveloppresentationforparentsMay2015
AttendDestinationKentStatesummersessionsSummer2015and2016

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 NSEAcademicAdvisoryBoard
ContactadvisingofficesontheKentmaincampusAugust2015
CreateadvisoryboardAugust2015
EducateadvisorsonNSEinformationtogivetootheradvisorsand
studentsAugust2015
D. Largescalefacetofacetactics:
BreakfastBuds
ReachouttoNSEalumniJuly2015
Reserveroom204intheKentStateStudentCenterSeptember2015,one
monthinadvance
ContactKentStateBanquetSalestorequestcateringSeptember2015,
fourweeksinadvance
ContactFLASHperkstorequestBreakfastBudsasaFLASHperksevent
September2015,threeweeksinadvance
ContactUndergraduateStudiestoestablishapartnershipSeptember
2015,threeweeksinadvance
BeginsocialmediapostsandFacebookreservationinviteSeptember
2015,twoweeksinadvance
RemindstudentstoRSVPonFacebookandsendemailreminders
October2015,twodaysinadvance
PizzaandPaperwork

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 ReservespaceonthefourthflooroftheKentStatelibraryOctober
2015/2016,onemonthinadvance
BeginsocialmediapostsandFacebookreservationinviteNovember
2015/2016,twoweeksinadvance
PrintandassembleapplicationformsNovember2015/2016,oneweekin
advance
Placepizzaorderoneweekinadvance
RemindstudentstoRSVPNovember2015/2016,twodaysinadvance
Followupwithpizzaorderandpurchasepaperproductsonedayin
advance
AdventureDayontheK
ReservespaceonRismanPlazaJuly2015,fourmonthsinadvance
EstablishapartnershipwithForkintheRoadJuly2015,twomonthsin
advance
InvitePresidentWarrenandFlashtoattendtheeventAugust2015,one
monthinadvance
PurchaseflagsandcreateandprintNSEinformationhandoutsAugust
2015,threeweeksinadvance
BuymaterialsforgamesandpictureopportunitiesSeptember2015,two
weeksinadvance
Choosetwointernstoruntheboothandbriefthemonthestatestheywill
representattheboothSeptember2015,twoweeksinadvance

TeamAdventure47

 BeginsocialmediapostsSeptember2015,twoweeksinadvance
IncreasesocialmediapostsSeptember2015,oneweekinadvance
HavePresidentWarrenandFlashtakebuddypicturetogethertoposton
InstagramSeptember2015,oneweekinadvance
PurchaseChipotlegiftcardsSeptember2015,oneweekinadvance
E. Freshmanpsychologytactics:
ExplorerSeries
Contactpotentialspeakers,July2016,twomonthsinadvance
SolidifyspeakersandsendinvitationtospeakAugust2016,onemonthin
advance
Reserveroom102inKentHallAugust2016,onemonthsinadvance
BeginsocialmediapostsAugust2016,onemonthinadvance
IncreasesocialmediapostsSeptember2016,oneweekinadvance
PsychologyClubpartnership
EstablisharelationshipwithPsychologyClubJanuary2015
F. Freshmanbiologytactics:
ExplorerSeries
Contactpotentialspeakers,July2016,twomonthsinadvance
SolidifyspeakersandsendinvitationtospeakAugust2016,onemonthin
advance
Reserveroom100inCunninghamHallAugust2016,onemonthsin
advance

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 BeginsocialmediapostsAugust2016,onemonthinadvance
IncreasesocialmediapostsSeptember2016,oneweekinadvance
BiologyClubpartnership
EstablisharelationshipwithBiologyClubJanuary2015
G. Freshmanbusinessmanagementtactics:
ExplorerSeries
Contactpotentialspeakers,July2016,twomonthsinadvance
SolidifyspeakersandsendinvitationtospeakAugust2016,onemonthin
advance
Reserveroom101inBusinessAdministrationBuildingAugust2016,one
monthsinadvance
BeginsocialmediapostsAugust2016,onemonthinadvance
IncreasesocialmediapostsSeptember2016,oneweekinadvance

PartnerwithDeltaSigmaPi
EstablisharelationshipwithDeltaSigmaPiJanuary2015

XII.

Evaluation

A. Participation
DidthetacticsinspirestudentstowanttostudyawaywithNSE?
MeasuredbytotalapplicationsreceivedbyFebruary2016andFebruary
2017

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 Measuredbytotalnumberofstudentswhostudyawayin2017

B. AwarenessandExcitement
DidthetacticsgeneratecampuswideawarenessandexcitementforNSE?
Measuredbystudentsanswerstoawarenesssurveyssentout
Twodifferentsurveys
Campuswideforallstudentsandfaculty
Specificforthekeypublicswithinpsychology,biologyand
businessmanagementmajors
Measuredbysocialmediahitsandtrendingtopics
Amountoftimeswasthehashtag#ExploreNSEusedduringthe
courseofthecampaign

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