This is my Database Proposal for the Mayborn School of Journalism.

1. Database Proposal JOUR 4012 Proposed by: Melissa Kaylor

2. Mayborn’s Mission “To prepare students with ethicalvalues and lifetime communicationand intellectual skills, and for successful careers in the professions representedby the school's undergraduatestudy areas and its graduatedegree programs.”

4. Current

5. Prospective

6. Donors/Sponsors

7. Current

9. Our Messages to Alumni Of Mayborn Opportunities to get involved Job opportunities Networking opportunities Other alumni updates Of other schools and departments Graduate and other opportunities at Mayborn

10. Our Messages to Faculty, Friends, Donors, and Sponsors Spreading awareness of Mayborn’s values, success, and plans for the future Reminders of opportunities to contribute to the success Keeping everyone in the loop regarding current information and events Thanking for support and contributions

11. The Function of a Relational Database A relational database consists of separate tables of information that are grouped by common associations within the groups. The associations are considered relationships between separate groups. These relationships can be selectively defined and combined through specific queries. This allows flexible selection of different groups as needed for different messages to groups of people.

12. What We Need From a Database A collection of data in a relational database program that allows the school to reach all of the people via email, physical mail, phone, social media sites, etc. with the messages that are tailored to each of them. Valuable, well-groomed data An affective launching point for all communications The following slide is an outline of the database and proposed communications strategy.

13. Customer Base: Potential/current Mayborn Students/alumni/donors/sponsors/faculty/friends Purchase History: Tuition, fees, donations (alumni) Demographics: UNT Mayborn Students/Prospects and Alumni Psychographics: Students/academics interested in an education in Journalism Category Network: want to earn a degree in journalism studies Database Competitive users: Students with degrees from other schools or applicants who apply to other schools Swing Users: Transfers, and alumni from other schools also Loyal Users: Current students, upperclassmen and alumni Classification Mayborn Magazine, Ten Spurs, Strong Words Magazine, and school website Ads in non-UNT journals and other campus recruitment School website, ads in other Journalism/education journals Contact Management Raising awareness of why this school is a good value and a better choice/ reminder of what we have to offer Making them aware of this school’s value and what it has to offer academically Reinforce and reward their decision to be at Mayborn School Communications Objective Mayborn school of Journalism remains the best choice and continues to pay off Mayborn is a great school and will prepare JOUR students thoroughly for the professional world Brand Network Image-Mayborn school is nationally accredited and valuable Marketing Objectives Increase number of in-coming student applications and increase students’ selection of this school even after accepted into competing programs also Keep current users by maintaining satisfaction Increase number of incoming transfers, new applicants, and 1st time prospects Marketing Communication Tactics Direct marketing, event marketing, advertising and public relations Direct marketing, advertising, and public relations Direct marketing, advertising, and public relations

14. Building the Database Where we will collect data The school’s current database Current and past enrollment information Local listing information High school graduate information Responses from events and emails Other relevant lists we find It will be built and applied to up-to-date relational database software (i.e. Microsoft Access)

15. Maintaining the Database Data hygiene Keeping the data clean and up-to-date Ensuring that the new database has value and is effective by reaching the right people with the right information Cleansing data will help improve ROI (return on investment) by ensuring money is not wasted on sending mail to incorrect addresses The key to maintaining clean data Cleanse data regularly Merge/purge repeat data Correct typos Address standardization

16. Media Suggestions Direct Mail Physical mail (postcards, envelopes, etc.) Email Advertising Local radio Print in relevant publications Billboards Public Relations Local community involvement Accreditation Event Marketing Job Fairs Recruitment at events

17. Media Suggestions (cont) Social Media Facebook Page with friends, focus on students and alumni Post updates and blogs Send messages Post updates on status Ning Create an official social network Twitter Recruit followers Post updates as Tweets YouTube Students and others can post videos about Mayborn school, values, and simply put the word out there about the school.

18. Why This Media? Direct mail Highly targeted to the individual More personal level Local radio Reaches the second most people for a dollar Print Magazines, newspapers and yellow pages Reach people who are in the market Tight targeting Little waste Billboards Reach more people per dollar than any other area of advertising Public relations Free advertising when done right Good word of mouth Event marketing Connect with targets on a face-to-face basis Collect information

19. Why Social Media? 60% of Americans use social media 93% of them believe a company should be present in social media It builds consumer loyalty by building a community where visitors will talk to Mayborn and talk to each other It is a way to get direct feedback from real people about specific subjects on the spot Will allow Mayborn to respond to feedback immediately and as needed

20. Tools to Measure Success For Advertising Google Analytics Listening to people Changes in enrollment Polls and surveys For Public Relations Google Trends Listening to people (public attitude) Polls and surveys For Social Media Traffic Interaction Activity

21. Helpful Resources Mayborn: http://www.jour.unt.edu/ Ogilvy Public Relations Worldwide: http://www.ogilvypr.com Interesting Ways to Use Google Trends: http://blog.ogilvypr.com/2009/01/creative-ways-to-use-google-trends/ Google Analytics: http://www.google.com/analytics Google Trends: http://www.google.com/trends Entrepreneur (media research): http://www.entrepreneur.com/advertising/adcolumnistroyhwilliams/article64738.html Building Customer Loyalty on the Social Web, Powerpoint by Michael Brito and Becky Carroll Blog: http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success