CapComm Presents

Chelsea John, Mia Nicholson, Erica Lipscomb, Amarachi Iwuh,

Jasmine Roberson

The Challenge
Between July 2012 and July 2017, Howard University will
experience the loss of more than 300 of its faculty and staff
members. As a means of preserving the more than 900 years of
collective experience and intellectual capital, the Howard
University Legacy Initiative was established.

What Did We Do?

Develop a strategic and foundational public relations and
advertising plan to act as a viable blueprint that focuses on:

OBJECTIVES
1.

To increase general knowledge of the Howard University Legacy

Initiative and retiree celebration among students, faculty, the
surrounding community, and Howard University alumni.

2.

To establish a presence for the retiree event and Legacy Initiative on

social media outlets.

3.

To increase media coverage of the retiree event and Legacy Initiative.

Calendar

Media: E-Mail Pitch

Hello CONTACT,
I am an intern for the Howard University Legacy Initiative, an
initiative created to honor the universitys retirees and preserve their
legacy for future generations. Thursday, April 30, 2015, the HU
Legacy Initiative will hold its 3rd Annual Retiree Appreciation Event
in Blackburn Ballroom from 3pm to 7pm.
From July 2012 to July 2017, a record number of faculty and staff
members will retire from Howard University. These retirees
represent over 9000 years of collective experience and combined
intellectual capital leaving The Mecca. The HU Legacy Initiative
intends to share the stories of the universitys esteemed faculty and
staff in order to preserve the unique culture that is associated with
Howard University.
There is more information provided on our website (FLASH PAGE)
and social media accounts (@HowardULegacy on Twitter and
Instagram). I have also attached a press release that contains
additional information about the initiative. If you have any questions,
please feel free to call me at 404-915-5225. I look forward to
working with you.

A34
5

The Client was interested in attracting

media outlets to the event. Thus, this email pitch was created to bring forth
knowledge of the event and initiative to
the appropriate media.

Media:
Media Contact List

The Media Contact List was created to establish which local media would be
interested in featuring the initiative; and their contact information.

Market Research
1.
2.
3.
4.
5.
6.

Does Howard University have a system for honoring retirees?

Would you like to see retirees of Howard University honored upon their departure?
Do you think students, past and current, should be involved in honoring these individuals?
Have you heard of the Howard University Legacy Initiative?
Would you as a student like to be made aware of honoring retirees of Howard University? If
yes, how?
Would you as a student like to participate in honoring retirees of Howard University?

Social Media Plan

1.
2.
3.
4.

To create and utilize a social

media plan to gain and build
awareness of the initiative
Highlight and honor retirees
Create a feeling of nostalgia
Gain audience participation
through the use of a universal
hashtag #HULegacyLegend

Twitter
@HowardULegacy

140 Characters to promote

celebration
Highlight historic Howard
Retirees
Use #HULegacyLegend as
unique hashtag for the
initiative
Interact with followers
* Posts and be used for
Instagram too
* Directly linked with
Instagram account

Instagram
@HowardULegacy

Utilize traditional social media

hashtags (#tbt, #fbf) to gain
viewership
Display photos from past
celebrations and historic
Howard photography
Display graphics and save the
dates as reminders
* Posts cnd be used for
Instagram too
* Directly linked with
Instagram account

Who to Follow?

Current Howard University Students

Howard University Alumni
Howard University Alumni Associations
Howard University Organizations
HBCU Supporters
Local and National Media

Example of Linked Post

Twitter

Instagram

Future Tweets and Instagram Posts

1.
What Howard Retiree do you want to honor?
Tweet us using the #HULegacyLegend and we will
share your story!
2.
Want to nominate someone as
#HULegacyLegend?

Reared against the eastern sky

Proudly there on hilltop high,
Far above the lake so blue
Stands old Howard firm and true.

3.
Who has been the most inspirational Howard
University retiree to you?
4.
Who is your greatest mentor at Howard
University?
5.
Be sure to come out & honor our Bison family
this year at the 3rd Annual Retiree Celebration, April
30th 2015!
6.

What makes someone a #HULegacyLegend?

7.

What does #HULegacyLegend mean to you?

Do you know of Howard Universitys

famous Big 6?
Photo Courtesy of the Howard University
Archives,Moorland-Spingarn Research Center

ADDED VALUE
The Unspoken Objective 4: Create and produce a banner for the AHUR
(Association of Howard University Retirees)

Reach out to the association for materials needed to produce

deliverables. Meet and discuss banner ideas, approve said ideas
and print it in the Howard printing center.

EVALUATION

EVALUATION

Objective One
To increase general knowledge of the
Howard University Legacy Initiative and
retiree celebration among students, faculty,
the surrounding community, and Howard
University alumni.
[ACCOMPLISHED]

Objective Two
To establish a presence for the retiree event
and Legacy Initiative on various social media
outlets.
[ACCOMPLISHED]

Objective Three
To increase media coverage of the retiree
event and Legacy Initiative.
[ACCOMPLISHED]

Recommendations

Utilize the press release and email pitch to reach out to other media sources such as Ebony,
Essence, the Washington Post, the Washingtonian etc
Utilize the list of tweets and Instagram posts to push interactivity among followers
Create a Legacy Initiative facebook page that is linked to the appropriate sources
Use to presence of on campus micro communities such as fraternities, sororities, UGSA,
CSA, PRSSA, AAF, etc
Host informational sessions in blackburn leading up to the event. You can use a table to hand
out information to students
Hold a Legacy Day event on campus

Thank You!