University of Alabama - "ReFIRMation: Restructuring for Greater Success"

1. ReFIRMation:
Restructuring for Greater Success
The University of Alabama
@CapstoneAgency
CapstoneAgency.org

2. Jacquie McMahon, Firm Director
Christi Rich, UA PRSSA President

3. Presentation Overview
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History
Research
Planning: The Six Departments
Implementation and Transition
Evaluation
Closing

4. Agency History
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2008: First communication plan
2009: Approved as student organization
2011: Record-breaking membership number
2012-2013: Restructuring process
Today:

5. National Affiliation
• Capstone Agency: Approved June 2012
• Process
• Standards remind members of
professionalism and accountability
• Strengthened our national involvement with
PRSSA

6. Research
• 2012 National Conference
GolinHarris’ g4 model

7. Planning:
The Six Departments

8. The Departments
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Account Services
Creative
Digital
Media Relations
Public Relations/New Business
Insights

9. Implementation

10. Transition Process
• Members reapply each semester
• Surveyed interests

11. Integrated Communication
• Not simply a “public relations” firm
• Content spans owned, earned and paid
channels
• Incorporate the growing number of
students from advertising and other majors

12. Member Recruitment
• Class visits by PRSSA Executive Board
and Capstone Agency Directors
• Week-long Twitter chat “#CapstoneIS”
• Recruitment posters

13. Awards
• At the end of last semester, each director
gave their outstanding team member(s) an
award.
• This November, we are planning an
Awards Banquet in conjunction with a
PRSSA workshop.

14. Awards

15. Evaluation

16. Involved Membership
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Spring 2013: 60 active and engaged members
Fall 2013: 65 members
Titles for every member
Higher retention rate

17. Student Benefits
• Résumé and portfolio building experiences
• See all aspects of an agency come together
for results
• Specialize in one area early on
• Experience to draw off during interviews

18. Client Benefits
• Efficient process with the point of contact in
the agency (AE/AAE)
• In-depth work tailored to clients’ needs due to
specialization

19. Member Evaluations
• Occur each semester
• Sense of accountability and engagement
• Express interest in leadership opportunities

20. Closing

21. Chapter-Firm Relations
• Support:
• Membership
• Meetings
• Projects

22. Moving Forward
• Wider range of clients
• Increasing the competitive nature of our firm
• Continuing to encourage student success
“If a firm isn’t growing, it’s dying.”

23. The Process
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Research of real firms
Research member interests
Determine departments
Create written plan
Host awards ceremony
Tailor to your campus!

24. Q&A
Jacquie McMahon, @jacqmcmahon
Christi Rich, @christi_rich
More questions?
Contact CapstoneAgency.UA@gmail.com