Presentation Overview

The Client
Goal and Objectives
The Campaign
Recommendations
Client Overview
Heritage Studies at Arkansas State University is an interdisciplinary doctoral program for
individuals seeking senior positions in cultural and historic agencies, cultural and historic
tourism, historical societies, museums and archives, parks and historical sites and
consulting firms and heritage-related businesses.
SWOT
Strengths
Ability to enhance existing brand
Accessibility and dedication of students and faculty
Viability of the program
Program graduation rates
Brand new facility
Weaknesses
Public is unaware of the programs impact
Photography on the website is poor in quantity and quality
Social media presence only includes Facebook, which is limiting exposure
SWOT
Opportunities
Social media presence and message can be expanded
Photography on the website can be redone to include students and professors
Expand the website to include updated copy, featured videos, as well as new tabs for project/events, admission
information, etc.
Threats
Program may be perceived to be undervalued
Alternative Ph.D. programs offered within the college
Other folk culture events in the Mississippi Delta Region
Goals and Objectives
Overall Goal
My goal in this campaign will be to promote the recognition of Heritage Studies by
creating an integrated communications strategy heightening overall awareness of Heritage
Studies as well as promoting Heritage Studies associated events.
Goals and Objectives
Objectives
1. Heighten Heritage Studies brand awareness in the A-State campus and surrounding
community
2. Attract students to enroll in the Heritage Studies program by implementing an
advertising/PR strategy that highlights the Heritage Studies position statement
3. Expand the digital footprint of Heritage Studies on their website and Facebook,
while initiating new social media platforms like Instagram
4. Promote the on-campus event Delta Symposium increasing recognition and
attendance.
Target Audience
Demographics

Male and Female

Adults aged 25 to 34 and 45 to 64
Live on the A-State campus or surrounding community
Students, Professors, Community Members

Psychographics

Value opportunities to culturally enrich themselves in their own community

Seeking to further enhance their education
Objective #1
Heighten Heritage Studies brand awareness on the A-State Campus and surrounding
communities
Create an Instagram account and begin to gather a following
Create and publish a collateral piece where target audience hangs out and on campus
signage that promotes and drives people to the website
Discover 5 potential story ideas that I can pitch to the A-State Herald, KASU-radio,
etc. to push awareness of the program
Have you heard of Heritage Studies Ph.D. Program at
Arkansas State University?

before after
Objective #1
Brand Awareness
Which of these is your preferred social media?
Objective #1
Objective #1
Objective #1
Objective #1
Story Ideas pitched to A-State Herald
Arkansas Premiere of For the Love of Music, a documentary about Club 47
John T. Wayne book talk
Local storytelling panel with Randy Lairson, Bill Barner, Angie Owens Campbell and
Stephen Greenwood
Richard Mizelle, keynote speaker
Bobbie Ann Mason, author of In Country
Objective #2
Attract students to enroll in the Heritage Studies program by implementing an
advertising/PR strategy that highlights the Heritage Studies position statement
Create print (magazine) and digital (social media) advertisements
Create a response letter with information to potential students
Re-create Heritage Studies brochure
Objective #2
Objective #2
Objective #2
Objective #3
Expand the digital footprint of Heritage Studies on their website and Facebook,
while initiating new social media platforms like Instagram
Take photos of student/professor interaction to produce content for social media
channels
Create unique hashtag
Submit recent photos to update website
Submit new copy content from Dr. Lauri Umansky to update website
Objective #3
Objective #3
Objective #3
Objective #4
Utilize various communication channels to promote events and increase attendance
20% over the previous year
Create dynamic social media posts
Submit a press release to local press/media
Appearances in local media such as astate.edu, NEA Report and A-State Herald
Publicize at a table in the Reng Student Union
Objective #4
Objective #4
Objective #4
Which of these buildings do you most frequent on a daily basis?
Objective #4
Campaign Recap
Ive met my goal of communicating the attributes of the Heritage Studies Ph.D. Program at
Arkansas State University through various communication channels in raising brand
awareness and recognition.

Social Media
Event
Advertising/PR
Promotional Materials and Collateral
Recommendations
Continuing to highlight their achievements and events through various channels such as in
person publicity and digital content.
Tabling in the Student Union for the week or at least several days before the Delta Symposium.
Tables can be reserved at any time for up to five days.
Beginning a blog with content from alumni and current students to further highlight the
accomplishments of the program and goals of those who are yet to graduate.
Scheduling a professional photographer for picture to be featured in the Heritage Studies
brochure
Recreating a direct mail piece based off the elements of the flyer and other promotional pieces
Thank You!