PR Plan

2000 Pennington Road Ewing, NJ 08628 609-721-2131
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Situation Analysis
Goals:
JC MAAR PR is always completely dedicated to helping our clients reach their goals. We strive
to identify our clients’ needs so that we can effectively formulate a plan of action that will help them
accomplish the goals they set for themselves. The Student Transfer Association (STA) was recently re-
established by a very ambitious group of students. JC MAAR PR is confident that the Student Transfer
Association will be able to meet the following goals that its members have identified:
 The most important goal is to recruit and retain members. The amount of active members should
double by May 2015.
 STA will have SFB funding by May 2015.
 Have a transfer welcome day organized by August 2015 so that it can be approved by
administration and implemented by the following year.
 Design a new logo for the club by May 2015.
At JC MAAR PR,our first challenge is to make the student body at TCNJ aware of the re-
established Student Transfer Association. We are particularly focused on recent transfers as our target
audience since they will be most likely to seek a welcoming group of new friends and mentors. JC
MAAR PR will utilize severalmarketing techniques in order to help the STA raise awareness.
Another important challenge is to find a way to get funding for the STA. It is important for the
club members to have access to this resource so that they can start developing their organization. JC
MAAR PR is prepared to develop a plan of action in order to help the STA get the support they need.

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Most importantly, JC MAAR PR is trying to connect the Student Transfer Association with the
administration at TCNJ. A lot of their goals require approval from the college, so the club members need
to begin fostering relationships now so that they have a network to reach out to for help in the future.

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Client History:
The Student Transfer Association was a club in the past that disbanded and was brought
back in the spring of 2014 by transfer student Rose Costanzo. After frustrating experiences
transferring into The College of New Jersey as a sophomore from Middlesex County College,
Rose decided to make a change by bringing back the club in hope of helping current and future
transfers through the often difficult transition between colleges. She spoke with Patricia Van
Hise, the Assistant Dean of the School of Science whom she had gotten to know during her first
semester. Mrs. Van Hise thought the club was a great idea and signed on as the faculty advisor.
When starting the club, Rose’s main goal was for it to be a resource and social support
system for other transfer students. The intention was for transfers to be able to turn to the club if
they needed help with anything that was unclear upon transferring – navigating PAWS, housing,
finding a certain building, etc. It was also intended to be a place where transfers could get to
know each other and bond over the shared experience of transferring in from a different school.
With that being said, the club is not only reserved for transfers. Non-transfers are welcome too.
Not only are they helpful in understanding many things at TCNJ that transfers do not have
experience with, but the club is also about getting to know people – whether they transferred or
have been a TCNJ student since freshman year.
The club officially started back up in the spring semester of 2014. The initial members
were mostly transfers that Rose had met in her short time at the College, and being a fairly new

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club and new experience for Rose and the two Vice Presidents, it was a slow start during the first
semester. Some social events were held, like trips to Princeton and ice-skating on the weekend,
but no major events on campus took place. A lot of the semester was spent hammering out goals
for the future of the club. The eight members that stuck around, went to every meeting and
showed serious interest in seeing the club take off came to form the Executive Board at the end
of the semester.
The Executive Board that was formed includes the President Rose Costanzo, two Vice
Presidents, a secretary, a treasurer, two publishers, a transition assistant coordinator and four
transition assistants. A Facebook page has been created and is controlled by the two publishers.
The club is also currently in the process of requesting funding, and the treasurer is in charge of
handling any correspondence with the Student Finance Board. The purpose of having the
transition assistant positions is to have a mentorship program with new incoming transfers, but
that is yet to be completed.
All the pieces to have a successful club are present; it is just a matter of utilizing them
and having the right guidance to reach all future goals. With a set plan so that every Executive
Board member plays an important role and so that new members are recruited and retained, the
Student Transfer Association will grow as a club and maintain its presence on campus for many
semesters to come.

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The Problem and how PR can Solve It:
After interviewing Student Transfer Association President Rose Costanzo, there were a
few problems that stood out to JC MAAR PR. One was the difficulty of recruiting and retaining
general body members in the club. A major component of that problem is an issue with overall
publicity. Many TCNJ students are not even aware that there is a club on campus for transfer
students. The STA needs its presence to be known on campus in order for it to succeed and for
the goals of the Executive Board to be met.
In order to publicize the club, a connection with the admissions office to get in
touch with transfers as soon as they begin at TCNJ is imperative. Making the presence of the
STA known to transfers from the start of their career at TCNJ is the best way to recruit. Having
the ability to send out emails to the new transfers and opening that line of communication will
encourage participation and increase general body membership. Using social media pages for
transfers and finding out where transfers usually spend time on campus and publicizing in those
areas will be helpful as well.
Once the members are recruited, the focus needs to shift to maintaining membership; not
only semester-to-semester, but also long term. To achieve this, the club needs to emphasize and
publicize the benefits of being a member. The STA can hold events on campus – have guest
speakers, hold workshops, and also hold social events to have the club name out there on campus
and to retain members. The transition assistant position on the Executive Board also plays an
important role here. Having an older transfer paired with a new incoming transfer will encourage

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new members to attend meetings – and it will also motivate them to remain in the club in future
semesters to mentor future transfers.
The final problem that was clear upon completion of the interview was the lack of
funding. The club is currently corresponding with the Student Finance Board to apply for
funding, but even if they do receive it, it will not cover all costs that the club encounters. For
example, if the STA wanted to design and sell t-shirts, the cost would be coming out of the
members’ pockets. Fundraising to build an account would assist in covering these kinds of costs,
and having money is necessary to fund events and maintain the STA’s presence on campus.
PR is key in solving the problems that the STA has encountered since officially becoming
a club. Having a plan in place detailing how to promote the club and fundraise will greatly and
positively impact the club’s future. Opening up a line of communication with the transfers on
campus and publicizing the STA in all relevant media channels is imperative for long term
success.

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Formative Research:
JC MAAR PR held a focus group on Tuesday, November 4th
, in which four female transfer
students attended. Additionally, we spoke with two male transfer students who were unable to make it on
the day of the focus group. Many of the results JC MAAR PR received from the students in the focus
group was unanimous and it appears that many of them had the same experience.
When asked what the most difficult part of their transition was into TCNJ,the members of the
focus group all responded that no one was very helpful. They weren’t sure if their credits were going to
transfer over, or how to register for new classes. They also felt that they weren’t informed of things that
were going on around campus such as activities, clubs, meal equiv, etc. One idea that the members had as
to how to help make the transition period into TCNJ easier is to have a more thorough transfer
orientation.
The group was asked where they spent the majority of their first semester at TCNJ,this way we
could get an idea of good places for potential advertisements. The unanimous answer among the group
was the library. They also said that they did spend a lot of time in Eickhoff, because this is how they met
new people. Other ways of advertising that they think could be helpful are to send an email, but to make
the subject line “for transfers”; this way they will actually read it and not just discard the email.
None of the members of the focus group had heard of the Student Transfer Association prior to
transferring to TCNJ, most of them first learned about it during the focus group. We proceeded to ask
them what would motivate them to join a student transfer club, and their answers were mainly something
that they knew they could benefit from, such as putting up fliers and having information that they would

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want to learn about. They also included that if there is free food, or advertised activities such as T-shirt
dyeing; they would be more likely to attend.
JC MAAR PR found that the members of the focus group did not think students who transferred
to TCNJ a while ago would want to be a part of the transfer club to learn new information, because they
already have their place here at TCNJ and know what they need to. But, the members of the focus group
said that if we offer them leadership opportunities as a mentor, it would be good for their resumé,and
maybe older students would be interested.
Overall, JC MAAR PR learned that students who transferred here already knowing someone who
went to school here had an easier transition period. Whether it was a friend, sister, cousin, etc.,it gave
them a better idea of what they needed to do. We also learned that good places to advertise for potential
new transfers are the library and Eickhoff. The transfer orientation that they were given was not helpful or
memorable whatsoever,so it is important to work to revamp this event.

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Audience Segmentation:
Internal Audience
1.) Underclassman Transfer Students
 These are the potential members STA needs to attract.
 Gain members at their initial entrance into TCNJ.
 Have upperclassman transfer students encourage underclassman transfer students to join
STA.
 This audience is how STA will add members and make it more known on campus.
2.) Upperclassman Transfer Students
 Join STA so they can become mentors for the incoming transfer students.
 Retain underclassman members so that they do not “get what they need and then leave.”
 It is important to have older students so they have a personal understanding and
connection to the new transfer students.
3.) Admissions Office
 The Admissions Office will help gain STA more prestige and power on the TCNJ
campus.
 Their responsibility includes helping coordinate long-term goals such as Transfer
Orientation Day and enhancing the current mandatory transfer classes.

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External Audience
1.) Potential Transfer Students
 Contemplating students looking to Transfer to TCNJ from other schools, this is a much
harder audience to reach.
 They should have the ability to seek information about STA through guidance
counselors, professors, and websites.
 The TCNJ website can include a link to the STA website. This would give the club
members information about STA before they even enter TCNJ.
2.) Community College Professors
 Inform the students about STA.
 Encourage students to spread the word about STA through the campus.
 Provide students with any information they need in order to further learn about STA.
3.) Community College Guidance Counselors
 STA needs to send community colleges all information regarding STA.
 The Guidance Counselors can target students looking to transfer to TCNJ and provide
further information of STA including the website.
4.) Professors at TCNJ
 Professors can speak to students on the first day of class and inform students about STA.
 Students respect teachers and listen to their authority; therefor students will adhere to
what they have to say.

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5.) TCNJ Advisors
 Transfer students are forced to meet with their academic advisors in the beginning of the
year to schedule classes.
 During the meeting TCNJ advisors can target transfer students and inform them of all the
benefits to joining STA.
 Advisors provide students with direction in their academic careers and students
appreciate their professional advice.

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Channel and Media Selection:
Audience Message Channels
Underclass TCNJ
Transfer Students
We can help you with transfer
credits, PAWS, update you on
events and clubs!
We will rid the out-of-place feeling
you have as a transfer student at
TCNJ.
 Flyers/posters in LIBRARY and
Eickhoff
 E-mail titled specifically for transfer
students
 Email and posts on the Facebook
page of your graduating class.
Upper class TCNJ
Transfer Students
We will provide you with an résumé
booster!
Become a mentor and help put an
end to the TCNJ transfer out-of-
place feeling.
 E-mail and Facebook posts from student
government Class of 2015/14.
 Flyers in academic buildings.
 Advisor recommendation during
meetings.
TCNJ Admissions
Office
In order to provide STA with the
prestige it deserves TCNJ
Admissions Office must advertise
and encourage students to join STA.
 Create a TCNJ Transfer Day.
 Enhance the mandatory transfer classes.
Prospective
Transfer students
STA will make your transition so
much easier.
 TCNJ twitter account
 TCNJ website
 College Fair- have an STA member at
the fair to inform students why STA
sets apart any other prospective
college/university.
TCNJ Professors Encourage students to join STA.  Make an announcement. during class.
 Mass e-mail to all students.
TCNJ Advisors Encourage students to join STA.  Inform TCNJ Transfer students about
STA during academic advisory meetings.
Parents STA will help your child excel on
the college campus.
STA will ease the shock of
transferring for your child.
 TCNJ website with a link to the STA
website.
 TCNJ open house.
Community
College Guidance
Counselors
Encourage graduating students to
transfer to TCNJ because of the
great resources they have on campus
to allow an easy transition.
 Provide guidance counselors the link
to the STA website to give to
students.

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Plan Outline
I) Goal #1: Recruit and retain members
A) Strategy #1: Attract new members by advertising for a club that they will be inclined and excited
to join.
1) Method #1: Design attractive flyers that clearly state the purpose of the STA and that draw
people in by advertising the STA as a place of acceptance and connection for transfer
students that feel out of place.
2) Method #2: Create a Facebook page that repeats the message on the flyer and also advertises
events that will be taking place in the future.
3) Method #3: Encourage current members to spread the word to absolutely everyone, even
non-transfers. This will help create a sense of excitement about the newly re-established club
and get people interested in discovering what it is all about.
4) Method #4: Design a website. It should be a fully functional, easily accessible website that
promotes STA events,explains the purpose of the club, and allows potential members to
contact executive board members about any questions or concerns. Include a calendar so
students know exactly when events and meetings are scheduled; this way, they can plan to
attend and let their friends know.
B) Strategy #2: Once more people start coming to meetings, encourage them to continue attending
by offering them incentives that are specifically catered to the needs of transfer students at TCNJ.
1) Method #1: Establish a mentorship program. This gives older transfer students the chance to
help others that they can relate to and can also serve as a résumé booster. Recent transfers

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will want to stay in the STA if they feelthey have a support system and can always turn to
someone for help when they run into a problem.
2) Method #2: Plan events that people will want to attend. Free food will usually attract a
crowd, so always provide some sort of refreshment. Entertain students by inviting them to
STA bonding events such as going to the Rat to see a band perform or going out for hot
chocolate to get to know fellow members. Make sure to provide transportation in case some
students do not drive.
II) Goal #2: Obtain SFB funding
A) Strategy #1: Create a proposal. Emphasize the reasons why the Student Finance Board that STA
adheres to the requirements for recognition as stated by the student government so that STA will
be more likely to become eligible for funding.
1) Method #1: Appeal to the Student Finance Board emotionally by thinking of reasons why
transfer students need an organization that helps them feel welcome.
2) Method #2: Create a list of potential events that STA would be interested in having. A
drafted budget should be created as well.
3) Method #3: Explain why the STA is a great resource for transfer students. Highlight the
benefits that come from the mentorship program.
B) Strategy #2: Plan to meet with the Student Finance Board so they know STA is interesting in
receiving funding.
1) Method #1: Prepare a speech that highlights the reasons why the STA is a good candidate for
SFB funding. Use the ideas that were brought up in the proposal.
2) Method #2: Make sure a well-spoken representative is sent to present the STA’s case.

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III) Goal #3: Revamp Transfer Welcome Day
A) Strategy #1: Ask transfer students for feedback on their experience at TCNJ.
1) Method #1: Distribute a survey to the entire transfer population at TCNJ in order to get their
opinions on Transfer Welcome Day.
2) Method #2: Get a focus group together and ask them specific questions about how their
experience could have been better. This qualitative approach is normally very useful in
conjunction with a survey.
3) Method #3: Brainstorm with current STA members and identify ways to improve Transfer
Welcome Day based on the personal experiences of the club members.
B) Strategy #2: Come up with a plan on how to actually make Transfer Welcome Day a welcoming
experience.
1) Method #1: Collect the data obtained after surveying the student body and use that research
to develop a logical plan.
2) Method #2: Break Transfer Welcome Day into blocks of time and think of fun, informative
activities that would interest students.
3) Method #3: Make sure everyone’s interests are represented in the new plan for Transfer
Welcome Day. Send out the rough draft of the plan to transfer students and ask for more
feedback. Make necessary edits before taking the next step.
C) Strategy #3: Connect with the administration.
1) Method #1: It is so important to network because student organizations can accomplish a lot
more if they have the administration on board. Find out who to contact about updating

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Transfer Welcome Day and set up a meeting to discuss the research and planning that was
performed.
2) Method #2: Spread the word by informing everyone in administration about the efforts of the
Student Transfer Association. Show TCNJ administration that STA is truly looking to make
a difference. Also consider advertising these efforts to the entire student body to obtain more
support.
IV) Goal #4: Design a new logo
A) Strategy #1: Get the executive board to agree on a message that represents the Student Transfer
Association.
1) Method #1: List the reasons why STA is important to current and future members. Think of
ways to incorporate this into a logo.
2) Method #2: Reference the logo used by the Student Transfer Association a few years back
before it disbanded. Design a logo that represents the history of the organization.
B) Strategy #2: Ask new members for ideas on a logo. Find out what STA means to them.
1) Method #1: Have a logo design competition. The winner should get a prize and be featured
on the Facebook page next to the new logo.
2) Method #2: After getting feedback on potential designs, collectively create a new logo for
the organization that everyone can agree on.

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Evaluative Research
Goal 1: Recruit and Retain Members
We will have a headcount of the amount of members they currently have. Once we
design fliers, create a Facebook page, and have a first meeting, we can do a second headcount of
participants to see how many additional people came after the advertising.
Goal 2: Obtain SFB Funding
We can assign the treasurer to keep track of whether funding has been supplied. If so, we
can track the increase in members due to more activities being funded.
Goal 3: Revamp Transfer Welcome Day
Take a survey on how they enjoyed their transfer experience ansd see if they were happy
with the activities of the day and the smooth transition into their new home.
Goal 4: Design a new logo
Take a poll within the student population to see who recognizes right away the logo for
the Transfer Association. That will establish the rise in popularity around the school.

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Gantt Charts
0 5 10 15 20 25 30
Goal 1
Goal 2
Goal 3
Goal 4
Jan Feb March April May June
July Aug Sep Oct Nov Dec

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Detailed Budget
Objective 1 Cost
Tactic 1.1.1 Fliers and Table Tents $200
Tactic 1.1.2 Create a Facebook page 0
Tactic 1.1.3
Encourage current members to
spread the word to other
students
0
Tactic 1.1.4
Ask a Multimedia major to
design a website as part of
their project
0
Tactic 1.2.1
Establish a mentorship
program where newer
transfers are paired with an
older student
0
Tactic 1.2.2
Plan events that people will
want to attend; free food, t-
shirts, activities, etc.
$400
TOTAL $600
Objective 2 Cost
Tactic 2.1.1 Appeal to SFB in order to try
to obtain funding
0
Tactic 2.1.2
Create a list of potential events
that STA would want to hold,
along with a drafted budget
0
Tactic 2.1.3
Explain why STA is a great
asset for transfer students,
highlight benefits of mentor
program
0
Tactic 2.2.1
Prepare a speech for why STA
would be a good candidate for
SFB funding
0
Tactic 2.2.2
Make sure a well-spoken
representative is sent to the
SFB meeting
0
TOTAL 0

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Objective 3 Cost
Tactic 3.1.1
Distribute a survey to the entire TCNJ population to get their opinions
on Student Transfer day 0
Tactic 3.1.2
Get a focus group together and ask specific questions about how their
experience that day could have been better
$50
Tactic 3.1.3
Brainstorm with current STA members on how to improve Transfer
Day 0
Tactic 3.2.1
Collect the data after surveying and use the results to develop plan
0
Tactic 3.2.2
Break Transfer Day into different blocks, think of fun, informative
activities $200
Tactic 3.2.3 Make sure everyone’s interests are represented,and make the right
connections with administration to improve Transfer Day 0
TOTAL $250
Objective 4
Cost
Tactic 4.1.1
List reasons why STA is important, think of ways to incorporate new logo
0
Tactic 4.1.2
Reference the logo that the old STA used. Design a new one based on the
history of the club
0
Tactic 4.2.1
Have logo design competition, winner will receive a prize
$50
Tactic 4.2.2
After getting feedback on other designs, collectively create a logo
everyone can agree on
0
TOTAL
$50
Overall Total: $900.00/$0.00

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Signed Work Log
PR Plan Component: Responsible for Work:
Logo Design, CoverPage, and
CoverLetter
Jenifer Wong
Formatting and Editing Ashley Attinello
Mary Genthe
RebeccaMamrosh
Alyssa Ramdeen
Claire Whiteman
Jenifer Wong
Meetthe Members Page Jenifer Wong
Situation Analysis:
Goals Ashley Attinello
Client History RebeccaMamrosh
Problem and How PR Can Solve It RebeccaMamrosh
Formative Research Mary Genthe
Audience Segmentation Claire Whiteman
Channel and
Media Segmentation
Claire Whiteman
Plan Outline Ashley Attinello
Evaluative ResearchOutline Alyssa Ramdeen
Gantt Charts Alyssa Ramdeen
DetailedBudget Mary Genthe
Signed Work Log Jenifer Wong

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