1. University of Missouri
School of Social Work
AdZou Consultation

2. Meet the Team
Devin Wadley, PR
Account Executive
Josh Sipp
Copy Writer & Designer
Sarah Harmening,
Account Executive
Danielle Filippone,
Account Planner
Karim Howard
Interactive
Sarah Meister
Media Planner

3. The Task
Develop the MU School of Social Work as a brand
and increase visibility online and in the
community.

4. Overview
• Situation Analysis
• SWOT
• Research
• Strategy
• Tactics
• Media Plan and
Budget
• Measurements
• Conclusion

5. Situation Analysis

6. Company
• Ranking
• Programs
• Mission
• Values

7. Category
• Effect of cost, ranking
• Enrollment
• Promotion strategies

8. Direct Competition

9. Indirect Competition
• Psychology
• Sociology
• Human Developmental & Family Science

10. Digital Audit

11. Web Search Audit

12. Website Audit
• Easy to find, search for
• Relevant and interesting images
• Drop down tabs helpful
• Mobile site well designed

13. Website Audit
• Cluttered
• Missing information
• Excessive links to
the same page

14. Social Media Audit

15. Social Listening

16. Social Listening
• MU SSW students unable to interact with school
• MU SWW unable to manage brand image
• MU SSW unable to promote engagement

17. SWOT

18. Strengths
• Hands-on experience
• Continuous education
• Value
• Online degree
• Community impact

19. Weaknesses
• Social media and web presence
• Academic ranking
• Resources and funding
• Lack of promotion

20. Opportunities
• Expand technology
• Community
• Potential partnerships

21. Threats
• Competitor websites
• Competing online MSW programs
• Washington University in St. Louis

22. Primary Research

23. Primary Research Plan

24. Surveys
MU
Social Work
students
General
student
population

25. General Survey Results
42% unaware of
SSW on campus

26. General Survey Results

27. General Survey Results
70% interested in
attending
graduate school

28. General Survey Results

29. Social Work Survey Results

30. Social Work Survey Results
84% of Social
Work students did
not receive a
BSW from MU

31. Social Work Survey Results
70% of BSW students
interested in continuing
education at MU for
graduate school

32. Social Work Survey Results
Strengths Weaknesse
s
Changes
• Class size
• Relationships with faculty
• Opportunities post-grad
• Field Placement
• Communication
• Diversity
• Online requirements
• Low student involvement
• Flexibility
• Sense of community

33. In-Depth Interviews

34. Service
• “We are a big school within the college. No one knows
anything about us. If they could team up with Mizzou
ASB with a social work trip, that would be really cool and
people would get to know us.”
• “It would also be great if there were more service
opportunities through the school geared towards
volunteering. That would help give us contacts for after
graduation. ”

35. Visibility
• “The only times I've looked at the website is to see the
list of classes, and the numbers aren't accurate so it was
fruitless. ”
• “They should promote the program as a whole more. As
a psychology undergrad, I knew very little information
about the School of Social Work. Luckily, I got placed in a
social work class and loved it. This made me want to
continue to take social work classes.”

36. Frustrations
• “Our lack of physical space and cohesion. It speaks to our
cohesion or lack there of in our department. The lack of
cohesion is felt by the students.” – Faculty Member
• “The PP&A program is not promoted enough… we have
to take some of our required courses online… and that’s
really really frustrating because that’s not what I signed
up for, that’s not how I learn.”

37. Findings
• Partnerships
• Online presence
• Other programs
• Lack of awareness

38. Target Profile

39. “I’m at a point in my life where I know where my
aspirations lie, but I’m unsure of the next steps to take
in order to get there. I want to pursue a career in
something that will allow me to help others. For me,
the best part is knowing I have done something for
someone other than myself. It isn't about the lavish
lifestyle or a career behind a desk. I have been
researching graduate programs, but the price of
tuition is weighing heavily on my decision making.”
Consumer Insight

40. Target

41. 18-25
Target

42. A Day in the Life
7:00am - Maria wakes up and
begins her morning routine -
which invoices checking her
Facebook and twitter feeds to
catch up on events from the
night before, and to see what
will be happening today.
8:10 - While walking to
class, Maria listens to
Spotify. She hears an ad for
Starbucks and decides she
should grab a cup of coffee.
Maria is a 21-year-old junior at MU studying psychology.

43. 1:55pm - After finishing her last
class for the day, Maria starts
walking home. She notices a flyer
about an upcoming event on
campus and makes a mental note to
visit the website later.
5:55pm - Tired from reading the
tomorrow’s discussion, Maria
decided to check her Instagram
to see what everyone else is
doing. She notices her favorite
store is having a surprise sale
and decides to check it out.
A Day in the Life

44. 8:15pm - Maria pulls up the
Missourian website and sees a
feature store about a charity
fundraiser by a local business. She
shares the article with her friends on
Facebook and encourages them to
attend.
A Day in the Life

45. Campaign Strategy

46. The Missouri School of Social Work is a community
where students begin their careers by learning from
hands-on experience in the field. The school gives
students the opportunity to make a change the
moment they walk through the columns. Graduates
leave equipped with the skills to succeed in the field
of social work.
Campaign Strategy

47. The Big Idea

48. Campaign Tactics

49. Public Relations

50. Public Relations
• Media Lists
• Story Pitches
• Press Releases
• Events
• Partnerships
• Increased Campus
and Community
Awareness
• Creating Foundation
for Continuous Media
and Community
Outreach
• Establishing
Reputation and Brand

51. Public Relations
MU School of Social Work Media List

52. MU School of Social Work Email Pitch
Public Relations

53. MU School of Social Work Press Release
Public Relations
For more information contact:
*****
729 Clark Hall
(573) 882-6206
ssw@missouri.edu
For release after July 1
Mizzou School of Social Work Unveils New Branding Campaign
COLUMBIA, MO. – (July 1, 2015) The University of Missouri’s School of Social Work
launched their new brand positioning campaign this month in hope of reaching
more students and better promoting their core values to the campus and
community.
Their new campaign – Make Tomorrow’s Change Today – is meant to
highlight the school’s aptitude for giving their students immediate hands-on
experience in the field of social work the moment they begin the program. To better
tell their new story, the school will be redesigning their website, creating new social
media platforms and partnering with more campus programs.
“We are more than excited to announce our school’s new brand position,”
said Dr. Marjorie Sable. “Mizzou School of Social Work prides itself on giving
students unique field experience superior to any other social work program in the
area. With Make Tomorrow’s Change Today, we will be able to better communicate
the impact we make on the community to prospective students and gain more
awareness throughout campus.”
The Mizzou School of Social Work is the only school of social work in the
state of Missouri that offers degrees in Bachelor’s, Master’s and Ph.D. programs. The
school boasts excellent field education with multiple work sites and research
opportunities in the social work field while offering numerous social work
emphases for its students.
The school’s new campaign came from a intensive process that included
campus wide and school specific surveys, identifying
“The MU School of Social work is dedicated to preparing students to enhance
the quality of life for individuals and society,” said Leigh Lepper, Director of
Research for the school. “By launching Make Tomorrow’s Change Today, we give
students a better look into our identity as a program and show the opportunities we
can offer them for their future. “
-30-

54. Direct Mail
• ****** direct mail example *******

55. Public Relations
Events
• Summer Welcome Booth
• Career Fair Booth
• Football Tailgates
• Homecoming Parade
Partnerships
• Total Person Program
• Mizzou Alternative Break
• Mizzou Tiger Pantry
• Ronald McDonald House

56. Social Media

57. Social Media Expansion
• Promoting student engagement
• Educating current and prospective students
• Controlling brand image

58. Facebook

59. Sponsored Ad
Suggested Post
University of Missouri School of Social W ork
Sponsored
Like Page
Interested in a career where you can make a dif ference in someone’s life?
Make Tomorrow’s Change Today
Students at the University of Missouri School of Social W ork start
impacting their community from the moment they step foot on campus.
Click here to find out more information about specific program of ferings
and take the first step towards making a dif ference in your community.

60. Twitter

61. #MIZTCT

62. Instagram

63. Digital Ads

64. Spotify Ad

65. Landing Page

66. Search

67. PPC (Pay-per-click)

68. SEO (Search Engine Optimization)

69. Media Plan and Budget

70. Media Budget
Tier 1: $25,425

71. Media Budget: Tier 1
• SEO and PPC
• Although this could be utilized for a year long budget,
you can pay for these tools on a monthly budget.
• Avg monthly for SEO $750
• PPC→ $.25 to $500→ Pay per click
• Facebook Ads:
• $1 a day reaches nearly 4,000 people
• Lowest average cost per 1,000 impressions of any
advertising platform (averaging around $0.25 per
1,000 impressions), you can easily afford to throw a
couple of dollars a day into the advertising mix.
• Our Budget: $400/month = $4,800
• By spending nearly $5,000 you can reach Close to
5,000 likes
• 500 Link Clicks: $100 weekly within our budget
• 1,000,000 Non-Fan Impressions: $30.00

72. • Direct Mail’s Reach:
• Stamp Costs: 49 cents
• Mail piece 6x9: 25 cents
• Students we are reaching: 3,000 .49x.25x3,000= $2,200
• Brochures/Signage:
• Printing Costs
• for $180 you can purchase about 150 brochures
• Buy in bulk
• University costs to have a booth
• Spotify: $10 a month to become a member and make Playlist
available to students
• Digital Ads:
• Media Placement Costs
• $100 monthly to place in a branded/owned forum like the
MUTigers. com
Media Budget: Tier 1

73. Media Budget
Tier 2: $37, 985

74. Media Budget: Tier 2
• Facebook Ads
• Increased engagement by about
$1,200 increasing dollar amount
spending $500 a month.
• Direct Mail’s Reach:
• Students we are reaching: 7,000;
.49x.25x7,000= $5,180
• Digital Ads:
• Media Placement Costs
• $100 monthly to place in a
branded/owned forum like the
MUTigers. com
• Increased by about $1,000 for more
space

75. Media Budget
Tier 3: $49, 865

76. Media Budget: Tier 3
• Spotify Ads:
• Based on similar metric as Facebook
advertising
• Costs minimally $10,000 for production
costs
• Creating Spotify Ads; digitally & radio
spot
• Will cost more for Impressions
• $.03 for each impression→
• 1,000,000 non fan impressions=$30
• Facebook Ads:
• Increased by $1,200 yearly by spending
$600 monthly
• Direct Mail’s Reach:
Students we are reaching: 8,000;
.49x.25x8,000= $5,920

77. Media Timeline

78. Measurement

79. Media Funnel

80. 7:00am – The first thing
Maria does in the morning is
check her phone. While
scrolling through Facebook
Maria sees a post about a
social work networking event
happening today.
8:10am – While walking to class,
Maria listens to Spotify. She
hears an ad about Making
Tomorrow’s Change Today.
A Day in the Life

81. A Day in the Life
1:55pm – After finishing her
last class for the day, Maria
starts walking home. She
notices a flyer about an
upcoming MU SSW volunteer
event and makes a mental
note to visit the website later.
5:55pm – Tired from reading for
tomorrow’s discussion, Maria
decides to check her Instagram
to see what everyone else is doing.
She notices some pictures from an
Alumni tailgate and likes them.
8:15pm – Later that night Maria starts to
Google graduate programs. She
remembers about the SSW volunteer
poster she saw. She visits the website
and sees an article about the MedZou
clinic under the news and events tab.
After reading about the hands-on
opportunities the school provides, she
decides to make an appointment with a
social work advisor.

82. Conclusion

83. The MU School of Social Work will prepare students
to be influential leaders in the field and in their
community.
Conclusion

84. Questions?