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Hello
Center for Advisement & Student Excellence
Campaign & Event Proposal
ADVERTISING PRACTICES
Susan Waters Ph.D.
Campaign & Event Proposal
East Tennessee State University
Center for Advisement & Student Excellence
for
prepared by:
Madison Malson || Adria Pierce || Kelli Carter || Jiaxin Guo
Morgan Olson || Nicole Black || Nifemi Moronkeji

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TABLE OF CONTENTS
Thank You 7
Executive Summary 8
Introduction 10
Planning Section 16
Research 28
Primary Strategic Recommendations 42
Schedule 52
Budget 58
Evaluations Plan 60
Limitations 62
Appendices 65

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Enjoy the proposal!
We loved putting it together.
Dear CASE,
Thank you for partnering with our advertising practices team from the Department of Mass
Communication in creating this campaign and event proposal. Your cooperation has allowed
us to obtain real world experience in the advertising field prior to graduation. This opportunity
has greatly benefitted us, and we hope that it benefits CASE as well. We’d like to give special
thanks to Martha Edde and Tonya Moreno for taking time from their busy schedules to
communicate with us throughout the semester. We in the Department of Mass Communication
value the support we receive from the ETSU community. We feel that building and maintaining
these relationships helps the students succeed and the University thrive.
Again, thank you for this opportunity.

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EXECUTIVE SUMMARY
Daffodil Communications has created a campaign proposal for the Center for
Advisement and Student Excellence. CASE could benefit from a public relations
campaign that would work to increase overall awareness around the East Tennessee
State University campus.
CASE is available to students within the College of Arts and Sciences for advising and
assistance in academic endeavors. Daffodil Communications has developed a
proposal that puts emphasis on numerous goals, objectives and tactics that will add
to the overall CASE experience. Daffodil Communications would like to implement
many social media, multimedia and traditional public relations initiatives.
A Qualtrics survey was sent out to students attending East Tennessee State
University via email. The data we collected from this survey has driven our campaign
proposal and tactics. Specifically, Daffodil Communications has proposed
implementing tactics consisting of an event, mentorship program, Twitter,
Instagram, Facebook, email communications and an internship program.
Each tactic proposed by Daffodil Communication reinforces our proposed goals. Our
first goal is to raise awareness of CASE with the students and prospective students of
East Tennessee State University. Our second goal is to develop a relationship
between CASE advisors and students. Our third goal is to expose students to the
information, educational materials and resources CASE provides and increase
students’ understanding of programs CASE offers.
CASE is a phenomenal asset to East Tennessee State University and should be
positioned as such. Throughout this proposal, you will see considerations that put
CASE and the benefits of the program at the forefront of every recommendation.
CASE has already begun using advertising and public relations efforts, thus creating
the potential to grow and reach a larger target audience.
Daffodil Communications has researched and strategized the most beneficial ways
to add to the already growing and well-planned CASE initiatives. We hope that this
campaign proposal covers all potential endeavors that the Center for Advisement and
Student Excellence would consider taking on as their own.

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INTRODUCTION WHOAREWE? 12
PHILOSOPHYSTATEMENT 14

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WHO ARE WE?
Thinking outside the box and
creating strategic goals are what
Madison thrives on. With a passion for
people and design, Madison plans to
pursue a career with a marketing/
communications firm. Currently,
Madison interns with Eastman
Chemical Company in corporate
marketing communications and creative
services and is eager to explore local
career opportunities when she graduates
in December.
Kelli is from Knoxville, Tennessee
and plans to return to the
Knoxville area in May after
graduation. She hopes to find a job
working in public relations and/
or communications in a non-profit
setting or with an agency. She loves
branding, creativity and writing.
Overall, she is excited to graduate
and enter the real world with her
Fiancé and soon-to-be Husband.
Madison Malson Adria Pierce Kelli Carter
Jiaxin Gou
Nicole Black
Morgan Olson
Nifemi Moronkeji
With a passion for writing and
design, she interned with the
Washington County Economic
Development Council and has
completed projects for Downtown
Johnson City, Nashville Oktoberfest
and more. She has called Northeast
Tennessee home for 26 years but is
eager to explore career opportuni-
ties in Nashville after she graduates
in December.
Mass Communication Major
Journalism Minor
Mass Communication Major
Entrepreneurship Minor
Mass Communication Major
Special Education Minor
Jiaxin is an international student
from Beijing, China, who enjoys
creative design. She is currently a
senior and hopes to work in the
advertising field after graduation.
Mass Communication Major
International Studies Minor
Nicole is passionate about
marketing and will pursue a career
in the marketing field after
graduation. She landed a Summer
2016 internship with Enterprise.
Mass Communication Major
Marketing Minor
Morgan is a member of PRSSA
and will be completing her degree
in December. During her spare
time, she enjoys writing, the
outdoors and volunteering at local
animal shelters. After graduation,
Morgan plans to move to Charlotte,
North Carolina to pursue a career
in public relations.
Mass Communication Major
Marketing Minor
Mass Communication Major
Business Management Major
Pre-Law & Dance Minor
Nifemi will receive a double major
in mass communications and
business management and aspires
to be a corporate lawyer. She is
from Nigeria and is trilingual,
speaking Yoruba, English and
Pidgin English.

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PHILOSOPHY STATEMENT
Daffodil Communications defines TEAM as: a united group of individuals working
together to achieve a collective goal. Our objective? To help our clients achieve even
their most ambitious marketing goals and strategic communication objectives. Above
all, we strive to provide exceptional service with the highest level of professionalism.
We resolve to deliver creative solutions that will exceed your expectations.

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PLANNINGSECTION
SITUATIONALANALYSIS 18
CLIENTANALYSIS 20
CAMPAIGNANALYSIS 24
CAMPAIGNTHEORY 28

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SITUATIONAL ANALYSIS
Creative Awareness
CASE has begun advertising and public relations
efforts utilizing Facebook and email. A larger social
media presence through Facebook and other
platforms would promote CASE and interaction
with students on a daily to weekly basis.
As a new department, CASE has the opportunity to
create a fresh image with students. This image will
represent the ETSU brand, but also relay the
message that CASE relates to its students.
One of the challenges for CASE is the general
perception that college students have about
advisement. Many students have had bad
experiences with advising due to things like rushed
advisement; the general feeling advisors are not
invested in you; feeling like they are a number more
than an individual person; and even being advised
to take classes they did not need.
Publics
CASE has a variety of publics. Students within the
College of Arts and Sciences who have 0-59 credit
hours are the most prevalent. CASE also advises
students in pre-professional medical programs.
Since all students in the College of Arts and
Sciences in their freshman and sophomore years
must be advised by CASE each semester, there is a
fantastic opportunity to reach students.
Goals
CASE’s goal is to redefine college advisement by
providing an improved advisement experience,
equipping students with the tools to succeed as
upperclassmen and developing new programs for
student achievement.
As a relatively new department at East Tennessee
State University, CASE is not well known by
students. Many students who are advised by CASE
do not know everything CASE has to offer.

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CLIENT ANALYSIS
The Center for Advisement and Student Excellence
serves as the advising center for students within the
College of Arts and Sciences with 0 – 59 credit hours.
They also assist students pursuing admission to
health care field, professional schools.
CASE has begun advertising and public relations
efforts utilizing Facebook and email. A larger social
media presence through Facebook and other plat-
forms would promote CASE and interaction with
students on a daily to weekly basis.
As a new department, CASE has the opportunity to
create a fresh image with students. This image will
represent the ETSU brand, but also relay the message
that CASE relates to its students.
One of the challenges facing CASE is the general
perceptions that college students have about
advisement. The majority of students have had bad
experiences with advising due to things like: rushed
advisement, the general feeling advisors are not
invested in you, students feel like they are a number
more than an individual person and many students
have been advised to take classes they do not need.
CASE’s goal is to redefine college advisement by
providing an improved advisement experience,
equipping students with the tools to succeed as
upperclassmen and developing new programs for
student achievement. As a relatively new department
at East Tennessee State University, CASE is not well
known by students. The majority of students that are
advised by CASE do not know everything they have
to offer.
As a part of the ETSU brand, CASE is
restricted in their marketing efforts. All
marketing materials must follow the guidelines
established by the university, thus limiting creativity.
A. Statement of Problem
East Tennessee State University was founded in 1911
and received university status in 1963. ETSU has
academic programs at both the undergraduate and
graduate level.
There are 10 colleges and schools: the College of
Nursing, the Claudius G. Clemmer College of
Education, the College Public and Allied Health, the
James H. Quillen College of Medicine, the Bill
Gatton College of Pharmacy, the College of Business
and Technology, the College Arts and Sciences, the
Honors College, the School of Continuing Studies,
the School of Graduate Studies.
Bachelor’s degrees at ETSU can be received in such
areas as nursing, dental, hygiene, special education,
allied health, history, physics, allied health, music,
biology, management, computer and information
science. Pre-professional programs are offered in
engineering, law, veterinary medicine and many areas
of health and medicine.
Minors are available in more specialized areas, such
as urban and regional studies, leadership, Japanese,
Appalachian Studies.
ETSU offers a variety of unique programs such as
reading and storytelling, and the Bluegrass and
Country Music Program. Reading and storytelling
is only offered in an advanced degree at ETSU. The
unique program blends education with theater,
communications, folklore, history, and linguistics.
ETSU pursues its mission through a student-centered
community of learning reflecting high standards and
promoting a balance of liberal arts and professional
preparation, continuous improvement.
Strong core values where: people come first, are
treated with dignity and respect, and are encouraged
to achieve their full potential; relationships are built
on honesty, integrity, and trust; diversity of people
and thought is respected; excellence is achieved
through teamwork, leadership, creativity, and a strong
work ethic; efficiently is achieved through wise use of
human and financial resources; and commitment to
intellectual achievement is embraced, are what make
ETSU an excellent institution.
B. University History

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C. The CASE Mission
As a relatively new department, CASE
is redefining college advisement.
CASE's mission: “Our mission is to em-
power students to define, realize, and
celebrate having achieved their
academic, personal, social, and
professional goals. We seeks to create
a culture of mutual respect, intellectual
curiosity, social support, and personal
accountability and to expose students to
the information, educational materials,
challenges, and resources they need to
think critically about their academic and
personal choices.”
D. CASE Goals
CASE’s goal is to redefine college
advisement by providing an improved
advisement experience, equipping
students with the tools to succeed as
upperclassmen and developing new
programs for student achievement.
As a relatively new department at East
Tennessee State University, CASE is
begining to develop their reputation on
campus. The majority of students that
are advised by CASE do not know all of
the programs they offer.

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CAMPAIGN ANALYSIS
E. Public Relations Overview
The majority of public relations efforts by
CASE are through the official Center for
Advisement and Student Excellence
website via the East Tennessee State
University website. The CASE website
includes a link to find your major advisor
and gives you information to contact them.
The academic calendar, course offerings,
degree works, scholarship links and
profiles on your advisor are all available on
their website.
WEBSITE
SOCIAL MEDIA
CASE as a Facebook account for public
relations purposes. They do include a
Facebook widget on their official website.
The Facebook page is visually appealing
with colors, infographics and other visuals.
The majority of posts are from last year.
F. Roles of Public Relations
Public relations is important for CASE as a
means of connecting with students on
campus within the College of Arts and
Sciences. As the advising source for
students with 0-59 hours, it is vital for
CASE to remain relevant in the minds of
their target audience.
G. Public Relations Opportunities
While the CASE website and Facebook are
both visually appealing, they do have the
opportunity to update and rebrand
themselves to the student body. CASE needs
to foster a relatable and interactive
relationship with students.
While it is required for students to visit
CASE for advisement, most students either
do not realize this or wait until the last
minute and are not able to take advantage
of everything CASE has to offer. A more
active public relations campaign would
inform students about CASE, what they
have to offer and would give students the
opportunity for a one-on-one relationship
with their advisor.

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SOLUTIONS
The success of this campaign will
be determined based on several
measurable goals.
The main focus is the development of a
public relations campaign that will in-
crease student awareness for CASE at
ETSU. The second goal will be deciding
the most effective method of implementa-
tion.
By measuring the success of these goals,
CASE will be able to see which tactics to
pursue and improve upon for the future.
2. The negative viewpoint about college
advisement must also be changed. By
rebranding themselves, through social
media, their website and in person, CASE
has the opportunity to show they are
dedicated to the success and wellbeing of
the students at ETSU. Events, programs
and workshops are another way CASE can
build their reputation on campus.
4. An event during welcome week
highlighting the different majors within
the College of Arts and Sciences during
Welcome Week at ETSU is an excellent
opportunity for CASE to become a familiar
name to students. This event coupled with
the social media campaign will support the
goals and missions of CASE. With this
promotion strategy, students within the
College of Arts and Sciences will become
aware of the benefits CASE has to offer,
which will be extremely beneficial to both
CASE and students.
3. As a new organization with limited
staff, most of the CASE employees are
constantly busy with advising students
and do not have enough time to upkeep a
social media campaign. The logical
solution would be offering one or two
internship positions to advertising/public
relations students who can focus on social
media posts, campus events, starting new
programing and workshops.
1. The easiest solution for a public
relations campaign would be social media
presence. The creation of a Twitter,
Instagram, YouTube and updated
Facebook profile will prove extremely
beneficial. Having their services blasted
over several social media networks will
serve as a direct conduit to students.

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CAMPAIGN THEORY
The excellence theory explains that the value of
public relations lies in an organization’s public
relations. Good relationships with its strategic
publics are needed for an organization to
develop and achieve goals desired by both the
organization and its publics, reduce costs of
negative publicity and increase revenue by
providing products and services needed
by stakeholders.
To maximize the value of public relations, we
must identify the publics and build long-term
relationships with them through symmetrical
communication programs.
CASE has the opportunity to create and build
relationships with the East Tennessee State
University students within the College of Arts
and Sciences. Fostering one-on-one
relationships with its students will be mutually
beneficial for both CASE and the students.
The Excellence Theory
This would include streamlining the
communication process even more between
CASE advisors and students, providing even
more one-on-one time in advisement sessions
and providing students with resources in a
ddition to advisement.
Social Marketing Theory
The social marketing theory is a collection
of theories that focuses on how socially
valuable information can be promoted.
This theory has been used by social and
welfare organizations to help promote or
discourage various behaviors.
The theory is administrative in nature in
such that it seeks to outline a framework
that can be used to design, implement and
evaluate information for campaigns.
The target audience is identified based on
their information need. Once this is done,
information is packaged and distributed in
a manner that will be easily accessible to
the intended audience.
Informing students about CASE and what
it offers will help build long-term
relationships and bring the students and
advisors together. CASE can promote to
their target audience throughout campus,
which will potentially create more dialog
between advisors and students. It also will
encourage students to utilize tools from CASE
that they may not have been privy to.
Build Relationships
Build a relationship with students and
advisors. This will ensure better relationships
for CASE, making it easier to set and reach
achievable goals for the students. Building
relationships creates positive reputation and
keeps the organization relevant.
Create Awareness
Creating awareness is informing students.
Informing students is feeding them with
helpful information. This helps CASE create
new relationships and foster old ones. This
will also make CASE a campus-wide name and
create a good reputation in both the students’
and faculty’s minds.

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RESEARCHSECTION
RESEARCHSUMMARY 32
QUALTRICSSURVEY 34

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RESEARCH SUMMARY
Overview
We created a survey for the Center for Advisement and
Student Excellence to determine its strengths and
weaknesses and to get the overall opinion of the students
of ETSU. The vice president for student affairs sent the
survey to students on Feb. 28, 2016, via email.
The respondents completed the survey online using the
Qualtrics Survey Software. We measured the validity of
the retrieved data by measuring how the students heard
about CASE and how efficient the encounters with their
advisors were. Reliability was validated by the
consistency in the survey results. For example, 64
percent said the survey respondents said their major
faculty advisor had advised them.
The CASE survey consisted of 14 questions, which
included five open-ended questions, four close-ended
questions, three focus demographic questions and two
multiple choice questions. Demographic questions were
placed towards the beginning of the survey in order to
attain general information for questions pertaining to
gender, students’ credit hours and students enrolled in
a specific college. We added a possible list of potential
hashtags for social media pages in order to let the
students select the one they thought suited CASE best.
Purpose
The purpose of the CASE survey was to gather data
about students’ awareness and experiences with
CASE. We used the survey to determine if the
students knew about CASE, and if their experiences
were beneficial to them. The essence of the survey was
to raise awareness for CASE.
Design
The CASE survey was designed to be completed in
approximately five minutes. The questions were in the
format of multiple choice or short answer. Qualtrics
enabled us to use skip logic and display logic to ensure
the students could answer only the questions that
pertained to them.
Participants
All participants in our survey were East Tennessee
State University students. The vice president for
student affairs distributed the survey by email. We
had 361 surveys at least partially completed. 223
students responded to the open-ended question,
“What could your advisor do to improve your
college experience?” 248 participants answered the
open-ended question, “What has your advisor done
that has been beneficial to your college experience?”
There are 236 females and 89 males that participated
in the CASE survey. One respondent identified their
gender as “other” on the survey. The completed credit
hours of participants in our survey are well balanced.
Nineteen percent of respondents have completed 0-29
credit hours. Twenty-four percent have completed 30-
59 credit hours. Twenty-two percent have completed
60-89 credit hours. Thirty-four percent have
completed over 90 credit hours in ETSU. 332
respondents are in the College of Arts and Sciences.
The survey was open to students in the Department of
Mass Communication for 15 days.
Procedure
We began our survey procedure by deciding on the main
goal of the survey - to gather information about the
students’ knowledge and experiences with CASE. Once
we determined the purpose of our survey, we developed
questions and answer choices in a group meeting.
After we had the questions planned out, we designed the
survey in Google Forms and organized the survey in a
way we feel flowed best. Our instructor, Susan Waters,
reviewed the survey before we sent it to CASE for
approval, and it was sent out to students soon after.

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QUALTRICS SURVEY

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QUALTRICS SURVEY

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QUALTRICS SURVEY

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RECOMMENDATIONS
Goals&Objectives 44
PRIMARYSTRATEGIC Tactics 46
Tactics Schedule 52
EventBudget 58
TacticEvaluation 60
TacticEvaluation 62

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GOALS & OBJECTIVES
Position
CASE wants to empower students to define, realize, and
celebrate having achieved their academic, personal,
social and professional goals.
Goal 1
To raise awareness of CASE with the students and pro-
spective students of East Tennessee State University.
Objectives
o Increase social media presence by 50
percent by August 2017; specifically, to
connect with the public and create
awareness of events, seminars
and workshops.
o Hold a social event in front of the D.P. Culp
University Center; specifically, to reach and
promote to a large number of students by
the fall semester.
Goal 2
To develop beneficial relationships between CASE
advisors and students.
Objectives
o Analyze student survey and offer feedback
to CASE; specifically, to generate student
reliance on CASE advisement and raise their
satisfaction experience to 95 percent by
August 2017.
o Urge CASE to email monthly newsletters to
remind students of the services offered;
specifically, to maintain a relationship with
students and increase traffic 10 percent by
August 2017.
o Encourage students to reach out to CASE
throughout the year with any questions or
concerns regarding their education;
specifically, to reinforce the relationship and
maximize benefits.
Goal 3
To expose students to the information, educational
materials and resources CASE provides and to increase
students’ understanding of the advantages CASE offers.
Objectives
o Urge students to take full advantage of
Degree Works; specifically, to maintain a
common understanding of advising and
graduation requirements.
o Implement programs that fully express
everything CASE offers; specifically, to
increase student traffic 10 percent by
August 2017.

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CASE TACTICS
We suggest that CASE sets up a booth at
Welcome Week 2016 to raise awareness of
the resources they offer. At the booth, CASE
should provide information highlighting the
College of Arts and Sciences, Goldlink and
Degree Works.
They should provide computer slide shows
and/or hands-on tutorials on how to
navigate Goldlink and Degree Works. The
booth should also have activities for students
to engage in, including games. We believe
the booth would be informative and
educational, and recruit prospective students
to the College of Arts and Sciences.
Event
Mentorship Program
Based on the Qualtrics survey responses,
students at ETSU selected a mentorship
program as the number one program they
would be interested in. We believe this would
be a bold, strategic move for CASE.
First-year students would be paired with a
junior or senior within their major to serve
as a guide through their freshman year.
Main goals of this program for mentees
include creating a close-knit community at
ETSU; fostering academic excellence among
first-year college students; helping students
adjust to the college lifestyle; and helping
them find aid/resources when needed.
The goal of the peer mentors is to support
their student mentees; improve leadership
and professional level skills; and learn how
to mentor someone.
Email Proposal
CASE should provide email promotions that
will promote and increase awareness of the
organization, as well as expanding traffic to
the social media platform.
We advocate that CASE send out bi-weekly
reminders to students with 59 credit hours
or less, in order to ensure that students are
aware of the services CASE provides.
Additionally, it would help reduce late or
hastened advisements.

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We propose that access to the CASE
Twitter account be given to several
CASE employees and future interns.
This will allow frequent posts and keep
the account up-to-date. A strong social
media presence is key when the
audience is college students.
Tweeting about upcoming events
and other information will allow the
students to follow along throughout
the semester. The favorite hashtags
amoung students per the Qualitrics
Survey were: #ETSUADVISE and
#CASELIFE.
These hashtags would make it simple
for students to find CASE posts in one
place. The goal is to create awareness
for CASE and give students access to
information through social media.
Twitter Instagram
We will leverage Instagram as a social
media tactic. Instagram will aid in
achieving our overall objectives and
raise awareness regarding CASE.
We will utilize this social media tool
to implement major, minor and
advisor spotlights, post CASE news
items, CASE events, dates, deadlines
and ETSU happenings and promo
CASE videos.
Instagram will be used to promote
overall CASE/student engagement.
We will strive to raise awareness via
Instagram by leveraging all
marketing, advertising and public
relations methods.
Instagram is one of the most popular
social media outlets amongst college
students and this tactic will aid in
achieving our objectives and making
CASE well-known campus resource
for students in the College of Arts
and Sciences.

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Facebook is one of the leading methods
college students use to find information
about campus, clubs, organizations and
events. A CASE employee or intern should
update the CASE page consistently, interact
with students and respond to messages and
comments within 12 hours.
CASE currently has 140 likes. To help
boost the Facebook page, we propose
these strategies:
About – Add some of CASE’s general
functions and perks to the “About” page.
Events – Create event pages for upcoming
CASE events and invite students. Write a
description of the event, how students
can get involved and how they will benefit
by attending.
Shares – Share links that provide more in-
formation about CASE, such as links to the
website and the other social media pages.
Share students’ posts that mention CASE.
Likes – Engage with students by liking
ETSU- or CASE-related posts.
Facebook
The goals CASE has set in place will best
be achieved if other tactics are regularly
monitored and controlled. While CASE
employees are generally busy helping
students and do not have the time required
to maintain the other tactics, the most
sensible solution would be utilizing a
student intern.
We propose CASE use an intern from the
Department of Mass Communication or
other qualified major to assist with
promotional materials, events, social media
and campus promotion throughout the year.
The best way to reach students is through
other students.
The intern(s) could also implement
mentoring programs or intro to Degree
Works workshops. The intern should report
to a supervisor who has a detailed goal list
for them to accomplish throughout the
semester. The intern should meet with
said supervisor a minimum of once weekly.
The intern(s) could assist with other office
work as needed.
Internship Proposal
*Please refer to Appendix for examples

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August
2016
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6
Send mass e-mail
to students about
Internship Position
at CASE
7 8 9 10 11 12 13
Interview intern
applicants.
Hire Intern
14 15 16 17 18 19 20
Event Press
Release In East
Tennessean
21 22 23 24 25 26 27
Facebook,
Instagram, Twitter
(Welcome Back To
School Post)
Event: Think
Inside The CASE!
Welcome Week
Booth
28 29 30 31
Introduction/Welc
ome e-mail to
students with 0-59
credit hours
CASE TACTICS SCHEDULE
September
2016
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3
Social Meida:
Twitter Post
Social Meida:
Instagram Post
4 5 6 7 8 9 10
Labor Day Begin Mentorship
Program (11-4
student walk ins)
Social Media:
Facebook Post
Mentorship 11-4
Social Meida:
Twitter Post
Social Meida:
Instagram Post
11 12 13 14 15 16 17
Send e-mail
promotion to
students with 0-
59 credit hours
Mentorship 11-4 Social Media:
Facebook Post
Mentorship 11-4
Social Meida:
Twitter Post
Social Meida:
Instagram Post
18 19 20 21 22 23 24
Mentorship 11-4 Social Media:
Facebook Post
Mentorship 11-4
Social Meida:
Twitter Post
Social Meida:
Instagram Post
25 26 27 28 29 30
Send e-mail
promotion to
students with 0-
59 credit hours
Mentorship 11-4 Social Media:
Facebook Post
Mentorship 11-4
Social Meida:
Twitter Post
Social Meida:
Instagram Post

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CASE TACTICS SCHEDULE
October
2016
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1
2 3 4 5 6 7 8
Send e-mail
promotion to
students with 0-59
credit hours
Mentorship 11-4 Social Media:
Facebook Post
Mentorship 11-4
Social Media:
Twitter Post
Social Media:
Instagram Post
9 10 11 12 13 14 15
Fall Break Fall Break Social Media:
Facebook Post
Mentorship 11-4
Social Media:
Twitter Post
Social Media:
Instagram Post
16 17 18 19 20 21 22
Send e-mail
promotion to
students with 0-59
credit hours
Mentorship 11-4 Social Media:
Facebook Post
Mentorship 11-4
Social Media:
Twitter Post
Social Media:
Instagram Post
23 24 25 26 27 28 29
Mentorship 11-4 Social Media:
Facebook Post
Mentorship 11-4
Social Media:
Twitter Post
Social Media:
Instagram Post
30 31
Send e-mail
promotion to
students with 0-59
credit hours
November
2016
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5
Mentorship 11-4 Social Media:
Facebook Post
Mentorship 11-4
Social Media:
Twitter Post
Social Media:
Instagram Post
6 7 8 9 10 11 12
Mentorship 11-4 Social Media:
Facebook Post
Mentorship 11-4
Social Media:
Twitter Post
Social Media:
Instagram Post
13 14 15 16 17 18 19
Send e-mail
promotion to
students with 0-59
credit hours
Mentorship 11-4 Social Media:
Facebook Post
Mentorship 11-4
Social Media:
Twitter Post
Mentorship 11-4
Social Media:
Twitter Post
20 21 22 23 24 25 26
Mentorship 11-4 Thanksgiving
Break
Thanksgiving
Break
Thanksgiving
Break
27 28 29 30
Send e-mail
promotion to
students with 0-59
credit hours
Mentorship 11-4
Send out CASE
Evaluation Survey
Social Media:
Facebook Post

28.
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CASE TACTICS SCHEDULE
December
2016
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3
Mentorship 11-4
Social Media:
Twitter Post
Social Media:
Instagram Post
4 5 6 7 8 9 10
Finals Week Social Media:
Facebook Post
Social Media:
Twitter Post
Social Media:
Instagram Post
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31

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PROPOSED EVENT BUDGET
ITEM USE ITEM NUMBER COST
Cookies/Food Draw students in 250 $250
Bottled Water Fight the heat 200 $200
Event Banner Let students know what
booth they are at
100 $100
Ground Signs Let students know CASE is
at Welcome Week
100 $100
Handouts Promotional material to
educate students about
CASE, where you are and
what services you offer
200 $550
Tent/Tables For sun shade/distinguish
where the booth is/holding
swag & handouts
1 Tent
2 – 3 Tables
Free
Silicone Card Sleeves Promotional Swag 250 $497.50
Hand Sanitizer Promotional Swag 500 $475
Flyer Ring Promotional Swag 250 $262.50
TOTAL $2435
We propose CASE have a budget of $2500 for the Welcome Week Event.
*Please refer to Appendix for Event Proposal
This proposed budget excludes a personel
budget. CASE will need to recruit staff and
students to work at the Welcome Week Event
for free, or add additional costs to the budget.
PERSONNEL

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TACTIC EVALUATION
To measure the success of the event tactic,
we will keep track how many students stop
by the CASE booth at the event. We will
create a brief survey to send via email
after the event. The survey will ask about
the students’ likeness of the event, what
they thought of the event and what they
gained or learned from the event. Their
feedback will help CASE prepare for future
events.
Event
Email
Mentorship Program
To measure the success of the mentorship
tactic, we would create a survey by email
to CASE mentees and CASE mentors. The
content of survey could include how they
evaluate the mentorship program, how
they like the program and what they
gained from the program. We would also
do a comparison study of grades of
freshmen students in the mentor
program vs. freshmen students not in
the mentor program.
Twitter, Instagram, Facebook
To measure the success of the social
media tactic, we will track the number of
new followers, likes, comments and reposts
on Facebook, Twitter and Instagram to see
if there is a steady or sudden increase. In
future surveys, we will ask where the
participants heard about case and compare
the new results with past results.
Internship Program
To measure the success of the internship
tactic, we would track how many students
apply for an internship position with CASE.
After the student completes the internship,
their supervisor and advisor would be able
to evaluate the success of the internship
and whether or not it was beneficial for
both parties. This can be done with
assignments throughout the semester
and an evaluation form at the end.
To measure the success of the email
tactic, we would track how many opens and
responses the emails receive. If there were
an email-specific link, we could track how
many clicks the link gets from inside the
email. In future surveys, we will ask where
the participants heard about case and
compare the new results with past results.

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LIMITATIONS
A lack of funding is our core limitation while promoting and event planning for CASE
because it hinders the overall maximum potential. Without adequate finances for an
event, our abilities to fully promote CASE are limited to online mediums such as email
and social media. A budget would allow CASE to give away promotional items; offer
incentives or prizes for more student involvement; and explore a variety of other
promotional opportunities.

32.
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APPENDIX

33.
67 66
APPENDIX A APPENDIX B
Event Flier Event Press Release
News Release
For Immediate Release
Welcome Week’s Think Inside the CASE
JOHNSON CITY, Tenn. — East Tennessee State University invites the student body and
faculty members to “Think Inside the CASE” during the upcoming Welcome Week.
The Center for Advisement and Student Excellence will have a booth at the annual
Welcome Week event held on campus at ETSU. Welcome Week gives students the
opportunity to get acclimated to the campus and get involved in student activities while
promoting school spirit.
During Welcome Week, numerous booths are set up around campus to promote the
various colleges, organizations and clubs. There will be food, activities and plenty of
opportunities to socialize.
The CASE booth will be located at the ETSU Pedestrian Mall on August 25 from
noon - 4 p.m.
CASE will provide both prospective and current students with information regarding the
resources CASE offers. The booth will provide showcases and activities for student
engagement.
-###-
For More Information:
Morgan Olson
ETSU Department of Mass Communication
423-335-1325
OlsonM@goldmail.etsu.edu

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APPENDIX C
Event Overview
The purpose of this event is to have a
welcoming, informative booth that students
can approach to learn about what CASE has
to offer. This booth will also serve as a
showcase of majors for the College of Arts
and Sciences at ETSU. This is a fantastic
opportunity to interest and recruit incoming
freshman and transfer students to the
College of Arts and Sciences.
At the beginning of each school year, ETSU
hosts an outdoor event called Welcome
Week. This event is geared toward getting
new students, as well as current students,
involved in student activities and school
spirit. During Welcome Week, there are a
number of booths set up around campus
by different colleges, clubs and
organizations. At these booths, you will find
free food, activities, information packets,
prizes, games and much more.
Each day during Welcome Week, there are
featured events or activities that students
can attend, such as basketball games, free
movies, cookouts and a concert.
Students are encouraged to engage in these
events and activities to see what ETSU
has to offer while meeting new students
around campus.
● Objectives
o Encourage student engagement
and fun.
o Promote CASE.
o Inform students of what resources
CASE offers.
o Make students feel welcome.
Event Management
● Management Responsibilities
o Manage a booth on campus during
Welcome Week in an orderly and
efficient manner.
o Engage with each student that
approaches the booth with a positive
friendly attitude.
o Ensure that each student is
presented with the proper
information about CASE and how it
pertains to them.
o Demonstrate Goldlink and
Degree Works.
● Major Stakeholders and Agencies
o CASE staff members
o Student workers
o ETSU student body
o College of Arts and Sciences
● Physical Requirements
o Lifting and setting up tables, chairs
● Audience
o ETSU students
o Undergraduate students with less
than 60 credit hours who are interest
ed in pursuing a degree within the
College of Arts and Sciences
● Impact
o This type of event brings students
and faculty members together
with the opportunity to engage in
conversation, develop knowledge
about university organizations and
create friendships.

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● Competitive Analysis
o Surrounding organizational booths
with activities, games and food
● Marketing Analysis and Planning
o Features
▪ Provides a free, informative,
hands-on opportunity to inter
act with students and faculty
▪ Showcases the majors and
departments within the College
of Arts and Sciences
o Advertising and Promotion
▪ Social Media
● Twitter
● Facebook
● Instagram
● Email
● Campus Fliers
● Banner Ad on ETSU homepage
Marketing
APPENDIX C Priority Identification: Name of Risk Assessment: Impact of Risk Management: Control Management:
Contingency Planning
1 Weather: Rain or Extreme Heat Poor weather could impact the
event, potentially causing low
attendance. Potential onsite
issues include electricity outages
and flooding.
Monitor the weather
reports. Provide a
tent/cover for the booth
space. Plan to use
devices that are safe in
the rain.
Equip staff with ponchos
for themselves and
students in the event of
rain. Have water on hand
in the event of extreme
heat. Establish plan for
management of
electrical devices in the
event of rain.
2 Financial Management Spending more money than what
is budgeted for the event.
Use a precise budget and
plan to use less than is
given for the event.
If no funds are available,
seek sponsorship from
local area businesses.
3 Staff Management Poor staffing will impact the level
of interaction each student
receives at the CASE booth. This
could result in bad opinions about
CASE and the College of Arts and
Sciences as a result.
Develop a specific job
description and recruit
exceptional staff. Policies
and procedures are also
important for staff and
have them sign a waiver.
Use CASE interns and
staff as workers for the
event. Include a
certificate of
participation for student
volunteers.
4 Crowd Control Potentially obstructed access to
booth due to over crowdedness
and/or destruction of venue due
to high foot traffic.
Have an abundance of
staff to talk to students
and hand out
promotional materials.
This plan will enable
CASE to interact with
students while moving
them along to other
booths.
5 Fire and Evacuation Impact would be serious. Risk is
not high.
Train staff to act in the
event of a fire. Have a
fire extinguisher on
hand.
Have direct contact with
emergency services in
the event of a fire.
6 Occupation health and safety Costs of litigation, poor publicity
and fines.
Develop policies and
procedures to reduce
risk at the event.
Documentation of all
volunteers and
inspections of event
space.
Emergency response
plan, legal advice from
the university and signed
waiver forms from all
volunteers.
Risk Management Table
Approvals & Consultations
o This event will need to be approved
by CASE, the College of Arts and
Sciences and the Student
Government Association.
o CASE will need to approve a budget
for the event.

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Event Staging
APPENDIX C
● Theme
o GOLD AND BLUE! ETSU Pride
● Décor
o Layout
▪ The booth will be set up on campus
on the Pedestrian Mall.
o Entertainment
▪ Students from various departments
in the College of Arts and Sciences will
showcase their major during various
times of the event.
o Special Effect
▪ The booth will have at least two
computers: one will be used to show
a slideshow with information about
CASE and the College of Arts and
Sciences, and the other will be
available to demonstrate the tools
such as Degree Works and Goldlink.
● Services:
o Electricity
▪ ETSU will provide electric outlets and
cords for the computers.
o Facilities
▪ Students will have access to
facilities in the surrounding ETSU
buildings, such as the Culp Center and
Sherrod Library.
Event Digital Signage

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APPENDIX D
Sample Facebook Posts Sample Facebook Posts

38.
77 76
APPENDIX E
Sample Instagram Posts Sample Instagram Posts

39.
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APPENDIX F
Sample Twitter Posts Sample Twitter Posts

40.
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Spring 2016
STUDENTS: To earn three hours of course credit, complete at least 125 hours of employment
under the direction of a trained professional during the internship. Then, fulfill the online
requirements of this course as outlined on D2L. Each portion is worth half your grade.
This form is an agreement that your worksite assignments will be professional and not clerical,
that they will be done under the supervision of a mentor who acts as your on-site instructor.
Fill out fields below. Your ending date should be set before the course deadline, since portfolio
and term-paper hours do not count toward the internship.
To be completed by student:
Name + ID #
Phone/email
Skills classes completed in major
(i.e. Copyediting, Writing for PR, etc.
Do not use course numbers)
Name of business/organization
Address (city)
Immediate internship supervisor
Supervisor’s email address, phone
Starting date
Ending date
Faculty supervisor Mary Alice Basconi
Faculty supervisor's phone number 423-306-2070 (cell)
Faculty supervisor's e-mail address Basconi@etsu.edu
SUPERVISORS: First, thanks for helping with this important service! Please list professional
duties appropriate for the student’s skill level, area of study and timeframe. These duties must
be professional so the student has materials for a final portfolio. Please return this in digital
form to the student ASAP. We will then allow the student to enroll in the course.
JOB DUTIES –125 hours of work, minimum, over course of the semester:
Spring 2016
Dear internship mentor,
Thank you for taking part in our internship program. An internship has been
rewarding and enlightening for so many of our students, and we are privileged to
have the support from professionals like you. An internship ideally gives students a
chance to apply skills learned in the classroom, experience the professional work
environment, and add work samples to their portfolios.
What we expect of them: at least 125 hours of professional-level work
during the term, a final portfolio showing their work, a journal showing their duties,
and a term paper summarizing the experience.
What we request of you: Identify and list professional job duties for the
student, complete two work evaluations (the last one counts toward the course
grade), give regular oversight and feedback, and offer opportunities for the student
to create work samples for a professional portfolio.
Work hours are arranged between the student and the on-site mentor. Duties
are subject to approval by the student’s major instructor at ETSU.
Your intern will be sending you a form that must be completed and returned
before the internship can begin. I am here to answer any questions or troubleshoot
problems, should you need me. We hope this will be an enriching experience for all
involved. Again, we appreciate you for this valuable contribution to our Mass
Communication program.
Best regards,
Mary Alice Basconi
Lecturer
Department of Mass Communication
East Tennessee State University
Johnson City, TN 37614
423-439-6552
Basconi@etsu.edu
APPENDIX G
Department of Mass Communication Internship Form Department of Mass Communication Internship Form

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PEER MENTOR PROGRAM
MENTOR JOB DESCRIPTION
Mentors are central to the success of the Peer Mentor Program. Mentors are students from a cross ​section of the
campus, who have devised strategies to navigate the social and academic atmosphere of Reed, and are willing to
share their insights. Mentors do not have to be perfect by any means; we encourage those who have experienced
struggles at Reed and have learned, or are learning ​​from, struggles to consider applying. Previous involvement
with PMP as a mentor or mentee is not required. We will be hiring 15 mentors for 2015​16. Mentors are
supervised by the Director of the Office for Inclusive Community and are supported by the PMP Interns.
Compensation​: Each mentor will be matched with 2​4 mentees and will be awarded a $300 stipend at the end of
each semester, contingent on the mentor’s maintaining of mentor responsibilities.
​Time commitment​: Approximately 10 hours per month
Mentor Responsibilities:
● Mentors must be available for all mentor trainings and meetings as outlined above.
● Maintain regular contact with 2‐​3 mentees through informal check​ in meetings throughout fall and
spring semesters
● Plan at least one off campus meal or social outing with mentees each semester (costs covered by PMP)
● Be available as an on​going resource for the mentees
● Participate in at least 2 mentor in service trainings per semester
● Participate in at least 1 community service project per semester, coordinated by PMP and/or SEEDS
● Attend and participate in PMP events throughout the year; mentors are expected to attend all events
unless they have a significant work or school commitment that conflicts with the event
● Attend regular Mentor Check​ins with PMP Interns and OIC staff
● Respond to email and other communication from the PMP Interns and OIC Program Manager in a timely
manner
● Communicate with the Director of OIC regarding any mentee issues/concerns
Required Qualifications:
● Strong interpersonal skills
● Interest in discussion about diverse perspectives and experiences
● Appreciation for, and sensitivity to, cultural differences
● Knowledge of campus resources and support systems
● Maturity in dealing with confidential and personal information
● Willingness to be a role model; students who receive AOD (Alcohol and other Drug) violations or other
Honor Principle violations while serving as a PMP Intern may not be able continue their employment, as
determined by OIC staff.
● Willingness to be an academic role model; students currently on official warning or academic probation
during the selection process may be considered as mentors, at the discretion of OIC staff. If a student
receives an academic action (official warning or probation) while serving as a PMP mentor, they may not
be able to continue their employment, as determined by OIC staff.
Desired Qualifications & Characteristics:
● Reliable and accountable
● Self​‐reflective; ability to help evaluate the program and identify areas for improvement
● Approachable and non​judgmental
● Possess active listening skills and the tools to engage in conversations about inclusion and the
complexities of identity (religion, gender, class, sexual orientation, race, culture)
APPENDIX H
Cabrini College Mentorship Sample Application Mentorship Description Sample
Peer Mentor Application
Students looking to become leaders and guide first-year students at Cabrini can apply to become Peer Mentors.
In this leadership position, students design a program in conjunction with a faculty member.
First Name Last Name
Email Cumulative GPA (3.0 minimum)
Faculty Member Nominating
Why have you decided to apply for the Peer Mentor position? What do you hope to learn from serving in this leadership role?
Please describe a context in which you’ve served as a positive role model for other students, regardless of age.
What do you foresee as the biggest challenge you might face if selected for this role as a College Success Seminar Peer Mentor?
How have your previous experiences as a student at Cabrini College prepared you to help first-year students make the transition from
high school to college?
Define any skills that you would like to develop further in order to be a successful peer mentor.
Please submit this application to Richie Gebauer, Director of the Fist-Year Experience, in Grace Hall Room 217 or by email as an
attachment to rgebauer@cabrini.edu.

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APPENDIX I
Sample Email Sample Email
TO: Students in the College of Arts and Science
FROM: Center of Academic and Student Excellence
SUBJECT: Who Wants to Graduate?
_____________________________________________________________________________________
Graduation is the ultimate college accomplishment, am I right? Post-graduation is when your life really
begins, so why wouldn’t graduation be a priority?
CASE is here to help you reach graduation and succeed on the way there. CASE is home to numerous
advisors for students in the College of Arts and Sciences. Make an appointment and let one of our
determined advisors walk you through your own personal collegiate journey.
Get DegreeWorks tips, Goldlink tips, internship ideas, class recommendations and more. Connect with
us on social media to receive personal updates about CASE events, deadlines, graduation help and more.
Let us help you graduate and get the best out of your collegiate journey. We can’t wait to have you join
our #CASELife!
Connect with us!
Facebook: ETSU CASE
Twitter: @ETSUCASE
Instagram: @ETSUCASE
Office: D.P. Culp 2nd
Floor
TO: Students in the College of Arts and Science
FROM: CASE
SUBJECT: #CASELife Makes For A Good Life
_____________________________________________________________________________________
College should be a good time and prepare you for everything life has to offer. Why not get the good life
by getting into the #CASELife?
The Center for Academic and Student Excellence is exactly what YOU need to make the most out of
college. We have the best group of advisors here to help you. YOU are the students and YOU are the
ones that we want to see graduate and get the best out of life.
Do you have questions about classes? Questions about majors or minors? Questions about instructors
or four-year planning? CASE is here to assist you!
Connect with us on social media to see everything we have to offer. Tweet us, Instagram us, and
Facebook us. CASE was created to give the College of Arts and Sciences students a leg up into the good
life.
Come see us for and you’ll receive a complimentary #CASELife Travel Coffee Mug with your initial
advising session.

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APPENDIX J
How many credit
hours have you
completed?
Are you in the College of Arts and Sciences?
Yes No Total
0-29 82
(19.16%)
4
(17.39%)
86
(19.07%)
30-59 106
(24.77%)
12
(52.17%)
118
(26.16%)
60-89 92
(21.50%)
2
(8.70%)
94
(20.84%
90+ 148
(34.58%)
5
(21.74%)
153
(33.92%)
Total 428
(100%)
23
(100%)
451
(100%)
Are you in the College of Arts and Sciences?
How many credit hours have
you completed?
Chi Square 9.08
Degrees of Freedom 3
p-value 0.03
Are you in the College of Arts and Sciences?
Are you in the College of Arts and Sciences?
How many credit hours have
you completed?
Chi Square 9.08
Degrees of Freedom 3
p-value 0.03
Choose one of the
following:
Are you in the College of Arts and Sciences?
Yes No Total
Male 116
(27.62%)
0
(0.00%)
116
(27.62%)
Female 298
(70.95%)
0
(0.00%)
298
(70.95%)
I identify as: 6
(1.43%)
0
(0.00%)
6
(1.43%)
Total 420
(100%)
0
(100%)
420
(100%)
Are you in the College of Arts and Sciences?
Choose one of the following:
Chi Square 0.00
Degrees of Freedom 2
p-value 1.00

44.
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APPENDIX J
Choose one
of the
following:
How many credit hours have you completed?
0-29 30-59 60-89 90+ Total
Male 25
(31.25%)
41
(39.05%)
24
(26.97%)
26
(17.69%)
116
(27.55%)
Female 53
(66.25%)
63
(60.00%)
64
(71.91%)
119
(80.95%)
299
(71.02%)
I identify as: 2
(2.50%)
1
(0.95%)
1
(1.12%)
2
(1.36%)
6
(1.43%)
Total 80
(100%)
105
(100%)
89
(100%)
147
(100%
421
(100%
Are many credit hours have you completed?
Choose one of the following:
Chi Square 15.61
Degrees of Freedom 6
p-value 0.02
How did you hear about CASE?

45.
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APPENDIX J
How many credit hours have you taken? Rate your CASE experience.

46.
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APPENDIX J
What is your major? Thank you!