‭No hocus pocus, only unbelievable results.

‬
‭Marie Brown, Ali Miller, Jazmyne Oldon & Krystiana Davis‬
 ‭INDEX‬

‭1.‬ ‭Situation Analysis ……………………………………………………………. Pg. 2‬

‭2.‬ ‭SWOT Analysis ……..…………………………………………………………. Pg. 6‬

‭3.‬ ‭Media Strategy ………….…………………………………………………….. Pg. 7‬

‭4.‬ ‭Creative Brief ………………………………………………………………….. Pg. 13‬

‭5.‬ ‭Budget ……………………………………………………………………………. Pg. 14‬

‭6.‬ ‭Branding Guide and Creative Specs …..…………………………….... Pg. 15‬

‭1‬
 ‭Situation Analysis‬

‭History‬

‭In 1995, Weber State University students expressed an overwhelming need to‬

‭include diversity within course requirements. By 1997, a diversity course was required‬

‭for all degrees. This student-initiated movement sparked the need for the first‬

‭diversity conference at Weber State in 1998. Today, this public, two-day conference's‬

‭objectives include‬

‭●‬ ‭teaching best practices for diversity education,‬

‭●‬ ‭sharing success stories,‬

‭●‬ ‭identifying diversity and inclusion research needs, and‬

‭●‬ ‭ultimately creating a space for attendees to reflect and grow in their‬

‭understanding.‬

‭The conference accomplishes these objectives by focusing on timely and‬

‭compelling themes, such as free speech, disability, systems of racial hierarchy, civil‬

‭activism and discrimination. ‬

‭Political, Cultural, and Conference Growth‬

‭It is apparent by our society's political and cultural state that conversations on‬

‭diversity are just as important today as they were 60 years ago. While not limited to‬

‭these topics, the consistent unjustified deaths of BIPOC, people with disabilities, and‬

‭those part of the queer community indicate that we need to do better. Better at‬

‭2‬
‭understanding the needs of these populations. Better at discussing these communities‬

‭to educate those who might not be familiar with these injustices. And better at‬

‭normalizing the act of tough conversation. However, the conference must be‬

‭conscientious of the information selected and chosen topics due to potential legal‬

‭issues. ‬

‭To be better, Weber State announced on January 19, 2022, its newest division of‬

‭Equity, Diversity, and Inclusion (EDI). Several different programs, including the Center‬

‭for Diversity & Unity, Center for Multicultural Excellence, LGBT Resource Center, and‬

‭more, were combined to advance further the goals set within the university's current‬

‭strategic plan, ‬‭Weber State Amplified‬‭. As one of the‬‭most significant reorganizations to‬

‭the university's structure in over 28 years, according to the strategic plan, Weber State‬

‭is aiming to increase the "percentage of students who identify as Hispanic or Latinx‬

‭descent to 15% by 2025," and the diversity conference serves as a means to accomplish‬

‭this growth. ‬

‭The diversity conference offers face-to-face and recently added virtual‬

‭workshops, key-note speakers, and various types of presentations over the two-day‬

‭event. These sessions provide participants with a wealth of equity, diversity and‬

‭inclusion knowledge. It strives to introduce timely and contemporary topics in these‬

‭subjects which their participants may not have encountered otherwise. The conference‬

‭also provides a space for individuals to hold difficult conversations on challenging‬

‭3‬
‭issues in an open and safe environment. These benefits impact the Ogden and‬

‭surrounding communities and strengthen bonds between Weber State's faculty, staff‬

‭and students.‬

‭Competition and Target Audiences‬

‭ ‬‭Events occur regularly on campus and within‬‭the community. The conference is‬

‭currently one of a variety of events hosted on the Ogden and Davis campus over the‬

‭two days. Attendees will have to prioritize their options, including their class‬

‭schedules. Ogden Peak noted that potential participants indicated class schedules as a‬

‭significant reason for lack of attendance at the last conference. Students have personal‬

‭events, experience burnout, and juggle work schedules that compete with conference‬

‭attendance. We must address these needs for future growth.‬

‭ ‬‭Weber State students initiated this diversity‬‭and inclusivity movement for the‬

‭benefit of their constituents. Understanding the target audience, the most important‬

‭being the student body at Weber State, will positively impact the conference’s future‬

‭growth. Weber State's ‬‭engaged‬‭students are generally‬‭between the ages of 22-27, earn‬

‭between $10k-$30K, attend full-time, and pursue a bachelor's degree. They are‬

‭passionate about their area of study, active on two to three social media platforms, and‬

‭socialize with like-minded students and faculty.‬

‭4‬
‭Previous Communication Efforts‬

‭In the past, the Diversity Conference Committee requested a variety of social‬

‭media graphics designed by Wildcat Design and Print. The committee also used‬

‭marketing assets for print advertising campaigns, including standing signs placed‬

‭around campus during the event. Social media captions and copy-based posts were‬

‭written by the Ogden Peak Communication team and were distributed across various‬

‭Weber State social media accounts. The committee elected to post two weeks before‬

‭the conference to gain traction and build anticipation for the event. Attendee swag,‬

‭such as stickers, pop sockets and refreshments, was also included as part of the‬

‭marketing efforts for the event. Although effective in the past, swag may require more‬

‭creativity as we consider technological trends and barriers. ‬

‭ ‬‭Offering the conference on Zoom allows‬‭a more diverse population to attend.‬

‭Students, faculty and community optionally participate safely and conveniently.‬

‭Offering recorded sessions after the designated dates also will enable participants to‬

‭plan for it in a manner that fits their schedule. However, the drawback is that they‬

‭miss out on offering their voice to the discourse, which can depreciate growth. We‬

‭propose limiting the recorded sessions to promote attendance.‬

‭5‬
‭SWOT Analysis‬

‭6‬
 ‭Media Strategy‬

‭Media Objectives‬

‭To increase awareness of and student attendance at the WSU Diversity Conference‬

‭Media Plan‬

‭●‬ ‭Digital Advertisement: Display, Geofencing/Geo-retargeting, and Eblasts‬

‭●‬ ‭Wildcat Stores Advertisement‬

‭●‬ ‭WSU Clubs and Organization Influencers‬

‭Target Audience Analysis‬

‭Demographic Info:‬ ‭Geographic Info:‬

‭‬
● 2‭ 2-27 years old‬ ‭●‬ H ‭ ome towns are located in Utah,‬
‭●‬ ‭$10K-$30K annual income‬ ‭California, Montana, Arizona and‬
‭●‬ ‭High School Diploma‬ ‭Nevada‬
‭●‬ ‭Pursuing four year degree‬ ‭●‬ ‭Dorm or apartment living‬
‭●‬ ‭Full time student‬ ‭●‬ ‭Ogden, UT: Population 89K,‬
‭●‬ ‭Part-time employee‬ ‭urban area, close to mountains‬
‭and 83% White‬
‭https://worldpopulationreview.com/us-cities/ogden-ut-population‬

‭Psychographic Info:‬ ‭Benefits Info:‬

‭●‬ I‭ nvolved in campus activities and‬ ‭‬ U

‭clubs through leadership roles‬
‭●‬ ‭Active on social media; Instagram‬
‭and Tik Tok‬
‭●‬ ‭Close with peers in major‬
‭●‬ ‭Hosts and participates in study‬
‭groups and mentor programs‬
● ‭ nderstand other’s needs‬
‭●‬ ‭Hear representation of minority‬
‭perspectives‬
‭●‬ ‭Proximity—access to event‬
‭●‬ ‭Create connections‬
‭●‬ ‭Learn inclusivity and diversity‬
‭issues in a various fields of study‬

‭7‬
‭Media Recommendations, Costs and Timeline‬

‭Digital Advertisement‬

‭The digital advertising campaign is a three pronged strategy that raises both‬

‭awareness and event registration. It is our recommendation to use Bonneville, Salt‬

‭Lake City Inc.’s Audience in Motion (AIM) digital solutions. It is the preferred past and‬

‭current manager of Weber State University digital campaigns. Information provided is‬

‭based on previous successful WSU campaigns. Overall reach of these campaigns are‬

‭nearly half of one’s target audience with each individual seeing the advertisement‬

‭approximately 1.5 times.‬

‭●‬ ‭Display:‬

‭○‬ ‭Target potential customers on premier websites:‬

‭■‬ ‭Engage the viewer with rich media creative that drives ad‬

‭engagement and boosts campaign performance.‬

‭■‬ ‭Leverage the most sophisticated geographic, demographic and‬

‭behavioral targeting methods.‬

‭■‬ ‭Transparent reporting, including a study, titled “Lift,” to track‬

‭impressions and site visitors. This visibility into campaign‬

‭performance includes ad engagement, view-throughs and site‬

‭placements.‬

‭8‬
 ‭○‬ ‭Once a targeted group is identified, advertisements run across thousands‬

‭of desktop, mobile and tablet popular apps and websites. These include‬

‭local media, college financing, educational resources, educational, sports,‬

‭arts and entertainment and others.‬

‭○‬ ‭In previous Weber State campaigns they saw 50,000 impressions in one‬

‭month.‬

‭○‬ ‭We recommend a serving ads for 3 months‬

‭○‬ ‭$1,500 total‬

‭●‬ ‭Geofencing & Geo-retargeting:‬

‭○‬ ‭Location-based targeting strategy where ads are served on mobile apps‬

‭to consumers that are within a defined “fence.” Locations are verified‬

‭using GPS services. Geo-retargeting ads continue to be served to‬

‭consumers even after they have left the fence.‬

‭■‬ ‭Transparent reporting analytics provide visibility to track and‬

‭verify impressions, clicks and CTR (click-through-rates).‬

‭■‬ ‭Instant access to campaign analytics for accountability and‬

‭flexibility if adjusting locations is needed.‬

‭■‬ ‭There is no limit on the number of GeoFences or location of fences‬

‭that can be set up in any city across the U.S.‬

‭9‬
 ‭○‬ ‭In previous Weber State campaigns they saw 57,692 impressions in one‬

‭month.‬

‭○‬ ‭We recommend a serving ads for 1 month‬

‭○‬ ‭$750 total‬

‭●‬ ‭Eblast:‬

‭○‬ ‭Emails sent to the target audience using general demographics, interests‬

‭and locations. Emails offer multiple segments/links for audiences to‬

‭click-thru and learn more.‬

‭○‬ ‭In a previous 50k eblast campaign Weber State reported 21.83% views of‬

‭email and 1,575 clicks on embedded links.‬

‭○‬ ‭We recommend a 50k-75k eblast, 1 time 2 weeks prior to the event.‬

‭○‬ ‭$750 total‬

‭Wildcat Store Advertisement‬

‭The Wildcat Store advertisement strategy increases student, faculty and staff‬

‭awareness of the Diversity Conference. Small flyers, attached to the receipts, engage‬

‭this target audience and serve as a personal invitation for them and those with whom‬

‭they share it. In coordination with this effort, a diversity conference advertisement‬

‭window front in the store’s Union Building, Downtown Ogden, and Davis locations will‬

‭add visibility to the conference. It is our recommendation that the bookstore begin‬

‭distribution of flyers no later than August 15th, six weeks prior to the event and‬

‭10‬
‭through the back to school rush. The window display is recommended for the two‬

‭weeks leading up to the event.‬

‭●‬ ‭$500 total‬

‭WSU Clubs and Organization Influencers‬

‭The final media recommendation includes a sponsored collaboration with Clubs‬

‭and Organizations. The diversity conference planning committee will identify ten clubs‬

‭and organizations, including sororities and fraternities, that best represent, connect,‬

‭and identify with the conference content. The leaders of the selected clubs and‬

‭organizations are considered target audience “influencers” and are paid to promote‬

‭and encourage attendance to the event.‬

‭Payment includes:‬

‭●‬ ‭$100 for posting on active social media platforms and emailing members‬

‭●‬ ‭$50 for meeting a 20% attendance requirement‬

‭An advertisement campaign package is provided to each influencer to ensure‬

‭cohesive conference branding and accurate information. “Check-in”‬‭QR codes leading‬

‭to a Google form manages attendance rates of participating clubs and organizations at‬

‭the event.‬

‭11‬
 ‭Clubs and organization “influencers” are selected and confirmed 4 weeks in‬

‭advance of the event; additional groups can be identified for substitution purposes if‬

‭selected clubs or organizations do not comply. It is recommended that influencer posts‬

‭and emails begin two weeks before the event. After the event, confirmation of their‬

‭20% attendance rate is reviewed. Funds are then transferred in the appropriate‬

‭amount.‬

‭●‬ ‭$1500 total‬

‭12‬
‭Creative Brief‬

‭13‬
 ‭Budget‬

‭Our Budget consists of our 3 major Media Recommendations for The WSU‬

‭Diversity Conference. In the graph below we have broken down the Digital Advertising‬

‭section so we may accurately see where each dollar is going.‬

‭Strategy Recommendation‬ ‭Timeline‬ ‭Cost‬

‭EBlast‬ ‭2 weeks‬ ‭$750‬
‭Geo-Fencing/Geo-Targeting‬ ‭1 month‬ ‭$750‬
‭Display Advertising‬ ‭3 months‬ ‭$1,500‬
‭Wildcat Store flyers/window displays‬ ‭3 months/2 weeks‬ ‭$500‬
‭WSU Clubs and Organizations‬ ‭2 weeks‬ ‭$1,500‬

‭14‬
‭Branding Guide and Creative Specs‬

‭15‬
‭16‬
‭Eblast and Email example:‬

‭17‬
‭Social media post example:‬

‭Display banner example:‬

‭18‬