Cardinal Buzz

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The Cardinal Buzz Campaign Plan arose from a need for communication between Lamar University and its student population in lieu of subpar pride levels (measured by student surveys). LU's Office of Marketing Communications tasked me with coming up with a campaign that would increase pride throughout the student population.

 

Me and then-director of public affairs Shelly Vitanza eventually brainstormed an app-based, intra-collegiate social media platform that would allow students to interact with students and select faculty members.

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The campaign plan, once approved by members of the Marketing Communications Office, was pitched to the Division of Student Engagement, who were the most poised to integrate the idea into already existing systems. The pitch was rejected on the grounds that the ideals of the two departments were not aligned, as the Division of Student Engagement did not want to go in the direction of social media.

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In hindsight, there were a lot of things I could have done better with this plan. It does not follow the Strategic Communications Matrix, which is why the Campaign Objectives and Goals are not explicitly measurable or timed, and the SWOT Analysis was done over the idea of Cardinal Buzz rather than the current state of the college, among other issues.

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Aside from the prompt brainstormed by both me and Shelly Vitanza, I worked on the content of the campaign plan exclusively on my own, with little to no involvement from anyone else. Because of this, it serves more-so as a testament to my ability to design and brainstorm/write ideas.