Augusta University Department of Communication

Communication Plan

Elyssa Jones & Julia Gray

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Table of Contents

Executive Summary…………………………………………………………………………….. 2

Target Market Analysis………………………………………………………………………… 3

Target Audience Analysis………………………………………………………………………. 4

SWOT Analysis…………………………………………………………………………………. 5

Goals & Objectives…………………………………………………………………………….. 6

Strategies & Tactics…………………………………………………………………………….. 7

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Executive Summary

The public relations plan will address the Department of Communications two main
issues, a lack of students and the lack of presence on social media. Our goals for the department
are to have 160 students enrolled into the program by the end of the Spring 2020 semester and to
gain an online presence on social media by creating a department Facebook and Youtube page.

In order for the department to have 160 students enrolled by the end of the Spring 2020
semester, the plan will specifically target high school students ages 15-18. The plan’s target
audience will be both Richmond and Columbia counties and will seek to enroll students by
hosting open events for the community.
Establishing a social media presence for communication with our target audience is
essential. The creation of a department Youtube account as well as a Facebook page will provide
a direct channel to communicate with our target audience. This will be a platform that can be
used to highlight the many possibilities one can obtain from becoming a communication major,
as well as showcase the equipment and tools available to students on campus. The plan will also
layout a posting schedule to help keep viewers’ attention on each social media platform.
By following he communication plan outlined, the Department of Communication will be
able to increase its enrollment as well as establish a strong presence on social media.
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Target Market Analysis

Target Audience 1: Incoming Freshman

- Need to address needs of parents as well as students.
- Show the career options with this major available to them.

Target Audience 2: Sophomores and Juniors/ Undecided

- Need to address these students’ need for fulfillment and community engagement.
- Show how switching to Communication benefits them as opposed to other majors.

Demographics Research

This plan targets two audiences: incoming freshman and upperclassmen/undecided

majors. These two markets will create two separate sources of the student body with similar
needs that require consideration. Students do not necessarily continue within the major they have
chosen at the being of their time at university. Studies show that nearly a third of students in
baccalaureate degree programs switch majors with three years, with one of ten students change
their major more than once (citation). One study concluded that 36% of STEM majors switch to
other majors, with those originally declaring a major in Mathematics more likely to switch than
any other major, while 29% of non-STEM majors switch to other majors (citation). Another
study shows that students are opting to stay ‘undeclared’ for a much longer period of time
(citation).
These studies do not predict that this body of students will move into the communication
field, however with less students opting to declare a STEM major or switching from a STEM
major, this gives the Communication Department an opportunity to better recruit these students.
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Target Audience Analysis

Columbia County High Schools 2018-2019

(https://www.publicschoolreview.com/georgia/columbia-county)

School Grades Students

Evans High School 9-12 1854

Greenbrier High School 9-12 1738

Grovetown High School 9-12 1835

Harlem High School 9-12 725

Lakeside High School 9-12 1681

Westside High School 9-12 752

Richmond County High Schools 2018-2019

(https://www.publicschoolreview.com
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SWOT Analysis

Strengths: Weaknesses:
- Diversity - Communication Department is re-
- Small department; more evaluating and changing
individualized attention - Lack of departmental unity
- Unique curriculum - No concise document for
- TVC Lab departmental information
- Bell Ringer
- Cinema Series

Opportunities:
- Recruiting at local high schools
- Communication is a universal
degree field
Threats:
- Top Majors at Augusta University
are STEM, Health, and Education
fields
- Competing courses with Hull
College of Business
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Goals and Objectives

Goal 1:
- Increase the number of Communication majors to 160 students by the end of the Fall
2019/Spring 2020 school year.

Objectives:
- Increase awareness of the Department of Communication among the student body by
hosting two large events during the Fall 2019/Spring 2020 school year.
- Increase positive perception of the Department of Communication by hosting four
small events during the Fall 2019/ Spring 2020 school year.

Goal 2:
- Create more of a social media impact.

Objectives:
- Regularly post content to Facebook once a week throughout the Fall 2019/Spring
2020 school year.
- Create a Departmental YouTube page at the start of Fall 2019 semester and regularly
post content twice a month throughout the Fall 2019/Spring 2020 school year.