ASSOCIATED STUDENTS EXTERNAL COMMUNICATION

Transcription

1 ASSOCIATED STUDENTS EXTERNAL COMMUNICATION Resources, Tools, & Services For Outreach And Publicity

2 Associated Students offers every A.S. board, commission, committee, and unit free resources and tools to make outreach easier! Whether you re advertising an event, promoting your group s presence on campus, or spearheading a campaign, A.S. can help you reach your goal.

3 PUBLICITY TOOLS Electronic, web, print, & audio/visual

4 PRINT MATERIALS Posters & flyers Apparel & SWAG Brochures Banners Bookmarks Stickers Business cards Annual reports Newspaper ads (The Bottom Line, The Nexus, Santa Barbara Independent, etc.)

5 EACH YEAR A.S. PRODUCES: Free student planners UCSB campus maps Brochures and annual reports are great marketing materials for your own BCU! A.S. brochure Wall calendars Execs & Senate poster in the UCen Annual report

6 WHERE CAN I PRINT? A.S. Publications (next to A.S. Cashiers & Ticket Office) can print and bind many of your projects. Local or online printers that meet the Green Bill guidelines. Sarah Siedschlag at sarahs@as.ucsb.edu for more info.

7 WHERE CAN I POST WHERE CAN I POST ON CAMPUS? ON CAMPUS? In A.S. offices ask permission first. OSL will post your flyers for free on kiosks around campus. Banners are allowed on Storke Plaza railings and bike tunnels. Staked banners/signs may be placed in ground cover or lawn areas for a maximum of two weeks. The signs cannot be closer than five feet on either side of bike paths and may not be placed in roundabouts. On bulletin boards designated as general purpose. In residence halls/dining commons must get prior approval from the Residence Halls Association (RHA) first.

8 WANT TO PRINT THE UCSB LOGO ON YOUR SWAG? Contact I.D. Me Promotions to order SWAG with the official UCSB logo, like apparel, bags, water bottles, electronics, and lots more:

9 GATHERINGS & EVENTS Concerts EVENT PLANNING HELP: eventplanning.as.ucsb.edu Fundraisers Meetings Tabling Rallies Fairs Town halls Workshops Movie screenings

10 KCSB-FM 91.9 Create a public service announcement (PSA): Interested in hosting your own radio show? KCSB offers trainings for prospective hosts at the start of each quarter. advisor@kcsb.org (ideally 2-3 weeks ahead). Or learn how to make your own by ing KCSB s Production Coordinator: production.coor@kcsb.org. In some cases, KCSB can co-sponsor events. Reach out to discuss options like social media cross-promotion or event funding.

11 DOES YOUR BCU USE SOCIAL MEDIA? Follow UCSB Associated Students and we ll share your posts! Post on your BCU s own accounts and tag #AssociatedStudents to be seen

12 A.S. YOUTUBE CHANNEL AS ONE campaign videos for each A.S. entity UCSB TV episodes A.S. event videos How-to videos Your videos!

13 MORE WAYS TO PUBLICIZE Digiknow slides UCSB Events Calendar A.S. listservs like: Execs/Senate Chairs All A.S. Entities To join,

14 COLLABORATE AS ONE! Cross-promoting each other s work or cosponsoring events means double the exposure! List of all A.S. entities websites and social media accounts: current-organizations

15 FREE SERVICES Available to all A.S. entities

16 SERVICES A.S. ENTITIES may request FREE media services: Web development Graphic design Videography Photography One-on-one training JUDYANN DUTCHER A.S. Web Developer CHELSEA LYON A.S. Art Director + STUDENT GRAPHIC DESIGNERS, VIDEOGRAPHERS, & PHOTOGRAPHER

17 SERVICES REQUEST AT:

18 SERVICES Example: Steps for creating a t-shirt design JUDYANN DUTCHER A.S. Web Developer judyannd@as.ucsb.edu CHELSEA LYON A.S. Art Director chelseal@as.ucsb.edu

19 SERVICES FREE and AVAILABLE TO ALL UCSB students: A.S. Media Center equipment for use and checkout: - DSLR cameras (photo and video) - Audio equipment - Photo studio - Computer lab (with Adobe CC) Located in A.S. Annex, building 434 mediacenter.as.ucsb.edu

20 SERVICES FREE and AVAILABLE TO ALL UCSB students and staff: A.S. Media Center workshops in photography, graphic and web design, videography, and more: mediacenter.as.ucsb.edu Intro to Photography with Alex Gonzalez // Wednesday, April PM Learn basic photography principles like shutter speed, aperture, ISO, and white balance, and how to replicate a favorite photo. A.S. MEDIA CENTER WORKSHOP WEDNESDAYS All workshops meet in the A.S. Annex Bldg. 434, Rm. 141H

21 SERVICES Join the AS ONE campaign! The Creative Media Unit (CMU) developed the AS ONE campaign to promote the amazing work of all entities in Associated Students. Contact CMU to start creating your unique AS ONE video and poster today! creativemedia.as.ucsb.edu

22 LOOK OUT FOR MARKETING WORKSHOPS AT THE A.S. MEDIA CENTER Talk about marketing challenges with other students and learn about tips and resources to help you navigate them. Workshops schedule: mediacenter.as.ucsb.edu

23 PUBLICITY GUIDELINES For all A.S. entities

24 A WORD ABOUT LOGOS Your entity s logo must somewhere include UCSB Associated Students or Associated Students REQUEST HELP WITH LOGOS:

25 ACCORDING TO THE A.S. LEGAL CODE: All visual media for programs held by any A.S. entity shall contain the A.S. name and logo and/or the respective A.S. entity s name and logo. All visual media for programs funded by any A.S. entity shall contain the A.S. name and logo and/or the respective AS entity s name and logo. Public social media must identify the entity as part of the ASUCSB or Associated Students of UCSB in either page title or description. Any new official website must include as.ucsb.edu in it s URL. No money allocated by the Associated Students to any special interest or registered group or appointed officers (either partially or totally funded by A.S.) may be used in any way to promote or support any slate or Candidate.

26 HOW TO USE THE UCSB LOGO AND SEAL You need permission to use the official UCSB logo and seal. See guidelines at:

27 QUESTIONS? A.S. HAS ANSWERS. answers.as.ucsb.edu

28 Marketing Worksheet Project Title: Project Manager(s): Chair Name Public Relations Coordinator Name 2nd Lead: Graphic Designer/Content Creator: CMU Graphic Designer Internal Design Ad s Key Message(s): Target Audience: Media Channel(s): KCSB PSA Newspaper Ad AS Social Media Internal Social Media Group Meetings Tabling Website Direct to networks Graphic Design Digiknow (Graphic submitted 1 week before it runs) Other This project follows AS & UCSB Financial Policy and Procedure and AS Green Bill * Associated Students is required on all ads (Good practice to also include BCU logo) AS Advisor Name, Initial and Approval Date: / / Key dates for students and advisors: Step 10: Event Date : / / Step 9: Advertisement Launch Date (2 weeks before event): / / Step 8: Have Materials In Hand By : / / Step 7: Print Date (3-5 days before materials-have-by date): / / Optional: Open P.O. to print at A.S. Publications (2 weeks) / / Step 6: Final Print Proof/Approval Date (7-10 days for shipping) / / Step 5: Submit-Materials-By Date (to vendor or printer): / / Step 4: Ad Reservation Date (i.e. newspaper) : / / Optional: Send out press release to media outlets : / / Step 3: Content Creation Date (Text & Artwork) : / / Step 2: Create budget and pass money in minutes : / / Step 1: Project Start Date: (Today s Date) / /

29 Advertising Plan Development Checklist There are a number of important steps to complete in the creation of a strong advertising plan. These key elements to address include the following:. 1) Identify Plan Goals 2) 3) 4) 5) 6) 7) 8) Determine the organization s messaging priorities and then establish related obtainable goals that will direct content creation, media selection, and run frequency needed to meet objectives. Identify Organizational Strengths These are the unique characteristics, services, and other strategic advantages that an organization possesses. Identify the Target Audience Understanding the targeted audience is critical for selecting effective media channels and creating content. Create a Media Mix With the target audience identified, the media channel options to best reach them can now be considered. It is important to understand what the key channels are that the audience engages, such as with receiving information, entertainment, communication, etc., as well as what or who has influence over opinions and behavior. Set a Budget and Allocations Budget is closely tied to media selection as availability of funds and cost effectiveness are two key considerations in selecting media channels. Create Content Building off of the messaging goals already established, designate a content owner who is able to coordinate content production. Always be mindful of the target audience messaging preferences and ensure the inclusion of core identity elements that need to be consistently included in all messaging (logo, tag lines, etc.). Establish Project Management for Scheduling, Production, and Execution A best practice is to designate a project owner who is able to manage the timing, production, and execution elements involved in implementing each advertising campaign. One of this owner s first tasks is to confirm all of the milestone dates related to critical steps such as space reservations, lead times/art work submissions, and proof/release approvals. In coordinating related elements, it can be helpful to work backwards from each critical date to ensure adequate time for completion. Track and Monitor Results A critical follow-up with all advertising efforts is to monitor plan performance through regular (monthly) Progress towards goals are kept on track as corrective adjustments can be made timely to improve poor results, as well as to understand successes that may present short-term opportunities. In summary, a successful advertising plan achieves top-of-mind awareness that ultimately results in desired actions from target audiences. This is accomplished through consistent run frequency with engaging message content, with at least one strong common identity element that ties themes and campaigns together, and highlights unique organization strengths that separate an advertiser from the rest of the messaging noise.