Industry/Stakeholders Analysis - Aggies For Change

Industry and Stakeholders Analysis
November 2, 2010
Jason Nelson, Tyson Ballard, Jakob Asplund

Aggies for Change is the first student-giving program at Utah State University. Ultimately the money raised will benefit students, but AFC focuses solely on student priorities. The money goes through the USU Student Services umbrella to have an impact on campus and benefit the greatest number of students. The idea was introduced by student employees as well as interns in the University Advancement office two years ago. Funds raised by AFC will be matched by private donors to maximize the impact of every dollar raised from students. Program sponsors are paying for the major expenses of program operations. The programs goal is to create a culture of philanthropy among the student body at USU, based on the idea that giving should be fun and rewarding.

Industry Analysis:
Geographic Area: Local, AFC operates on USU main campus
Target Market: Utah Sate University Freshman, Sophomore, and Junior students. AFC appreciates any donations from students beyond that market.
Estimated size of the industry: 14,893 students, with senior students subtracted from this number. Based on recent years and enrollment numbers increasing, so will the size of this industry and their target audience. Aggie Connection ($305,000), Aggies for Change, Senior Gift (Covered bike rack), Family Fund, Parent Fund ($83,000), Young Alumni, Leadership Giving Clubs and Annual Fund
Industry is not seasonally sensitive but is sensitive to economic fluctuations.

Growth factors
Tuition and fees, information (the more students know about where their money goes the likelier they are to give, they want to know they are making a difference), obligation to school (guilt).
Since the tuition was increased by 7.5% last year many students feel like they are already giving too much money to the university. With additional planned increases in tuition this can alter how students feel about giving their money to school programs. USU is making a successful push in informing students just how much of their tuition accounts for their actual college experience. A program that asks for their spare change could potentially upset students. It is very important to inform the students what the money they donate will go towards and how it is being spent in order to turn these feelings around. A great focus should be on Aggie spirit; how they are helping the school get better for the students, essentially what is in it for them.

Threats of New Entrants:
Not very high as the Aggie fund already has several programs for raising money, some of which are Senior Gift, USU Family Fund, and Parent Fund. All these programs are run within the same umbrella.
Threats of Substitutes:
Any other types of donation programs that are created on USU campus.
Strategy:
Plastic piggy banks are handed out to students who then fill the banks up with their spare change. A vote will be held for students to decide what the money will be used for. Some ideas include scholarships, specific university needs/upgrades, or the general university fund. Each semester, University Advancement will have a collection day where students bring all the change to a central location. Students will have an opportunity to see all the money that has been collected. The intention is to make it a campus-wide project. Many of the student organizations are joining to increase awareness and participation.
Last week AFC set up a booth on the patio outside the hub reminding students of the day to give. They have bright orange shirts making easy to locate anyone participating in AFC. The booth also featured a large Aggie blue pig in the shape of a bank. Another article was featured in the statesman making that their second one describing AFC. It was published after they were over the booth during the “Thank-a-thon” on the second floor of the TSC. Part of their budget was used with free aggie ice cream coupons. These visual placements will help in allowing students to gain more knowledge about the program and the reason behind its existence.
Financial:
* Investments: $4,000-$5,000 of AFC budget goes into paying for t-shirts, buttons, participation incentives, coupons, advertising etc.
* Sponsorship: USU Charter Credit Union gave $6000 in sponsorship money for the program, most of which went to pay for the piggy banks that were distributed.
* Number of students on first collection day: 200-250 (estimation)
* Dollars Raised: $1,000
* Donation Usage: SNAC (Student Nutrition Access Center), a program under the VP of Student Services that won the vote by students who donated. The other projects in the running were a Student Emergency Fund and new student exercise equipment for the HPER

Examples of Universities with a student giving program:
Student Giving at Texas A&M, which is also an agricultural school. There is no program designated specifically to student giving although students can donate money in different ways to the Texas A&M foundation.
Student Giving at Emory University: The Class Gift Piggy Bank, or Operation Emory, is a way for students at Emory University to donate money for student gifts. They do class gifts for students in every academic year, freshman, sophomore, junior and seniors. Last year they raised $72,000 from students participating. Students donating choose where the money will go. This organization is non-profit.
Brigham Young University:C2G or known at Choose to give is a student-run fundraising campaign in which 100 percent of the money raised is used to benefit students. You can choose to give to three categories: President's Priorities, Students Helping Students and College Annual Fund. Their payments options however are cash (no coins) or checks payable to BYU, or payment methods online exist as well. In 2009 more than 4,000 students contributed in excess of $49,000 between January and April. C2G had a newsletter printout featuring those who benefited from givers along with quotes and stories from those who gave.

SWOT
AFC has the strength of a powerful student body as they seek to increase student participation in the program. Students here are unique and want to make a difference. Being the first program of its kind at USU, AFC has teamed up with SOAR in giving the piggy banks to all of the incoming freshmen. This is a smart move on the part of AFC because it gets instilled into the new incoming students right from the get go. They are maintaining visibility throughout the university through advertisements, booths, and newspaper articles. What makes AFC piggy bank idea so great is the fact that it is only spare change that is donated. Students who are already on a tight budget do not need to feel as if they are asked to give so much when they have very little themselves.
One of the weaknesses that face AFC is the fact that they are relying largely on students to donate. It has significant potential to be a very prosperous program as long as the students are always aware and reminded of the piggy banks they were given. There is no way to donate online or through a payment method other than coins or cash. Students are going plastic now more than ever and the number of students with coins are decreasing. There is also a lack of Stakeholders making it difficult to make significant jumps in certain directions. Students are involved in social media now more than ever. Consistent updates, reminders, stories, experiences, pictures etc. will all benefit how they are viewed by their market.
Opportunities to grow will come from obtaining more stakeholders to match certain amounts of money that students donate each year. It is a new program and is still taking shape and making its identity known to USU. There are many examples of other Universities who have embraced similar programs and we can learn from their right and wrong decisions. Need of many more stakeholders in the form of sponsors and matching gift donors, that are not officially secured at this time, as this is a new program. In the future, money invested by the stakeholders will likely be allocated less towards paying for the program and more towards additional and matching donation money. Investments to get started will not be needed in future years. There are numerous events where students are surrounded in an environment that is full of excitement that might allow for more donation opportunities.
Threats are the existing programs at USU and the potential of receiving more. If certain aspects of attending college are increased too much a large portion of students might block off any form of giving.
If the money is not used properly or agreed by the students then it could build a bad reputation for AFC. High goals and expectations are a must for any new organization. The committee must believe in everything they are doing and expect results higher and higher each time a giving period happens.

Stakeholders:
The fact that there aren’t many stakeholders right now only means that there is the opportunity to go and find others to donate outside of the student body. Currently there are two main stakeholders, which are the USU Charter Credit Union and University Advancement. University Advancement will be donating $4,000 to $5,000 to the AFC this year, while the USU Credit Union haven given $6,000 to the program this year. These two stakeholders are promoters and highly invested in AFC. They must be managed closely and kept up to speed on what is happening. Tonya Davis, Elizabeth Bare, and Tessa Goodall lead the way of stakeholders who have helped form a committee and team responsible for AFC and its progress. There are many interested in the program and the level of interest will be seen clearer as time goes on. The students as their target market, suppliers who make the piggy banks, T-shirts, coupons etc. AFC is currently working on finding any way to reach out to more stakeholders. could speak to USU alumnus’s who have shown interest in donating to the university and seek for their participation with the piggy banks.
Aggies For Change is on the right track and have successfully identified their industry. AFC has stakeholders and they will continue to grow. There are multiple aspects of this organization that are being done correctly. As visibility increases and weaknesses become strengths there is no reason why USU can't obtain tens and thousands of dollars from student giving.





DId Boise States Kyle Brotzman really miss the kick??

From an unheralded state hero, all-time leading scorer...to in a matter of seconds becoming someone receiving death threats from the same people that loved him most have made me reflect a little bit on the Nevada vs. BSU game in Reno. A game fit for BCS complications on all levels; ESPN, Heisman runner Kellen Moore, and the undefeated Broncos then ranked #3 taking on a Nevada team that was out to prove they belong as well. This game was meant to become a classic but was the outcome the truth and what really happened?

Looking on YouTube or if you were watching the game Nevada has pee-wee goal posts which do not help in seeing if the ball, when kicked high enough was either good or no good. A short recap on how we got to the kick was when it was pretty much the end of regulation Moore made an amazing pass from about his 33 yard line that was caught by Titus Young near the ten yard line with just seconds remaining. That week Brotzman was named special teams player of the week and had all the confidence in the world to make a simple chip shot. The snap came, the kick was up..and everyone froze - the 3 points were even put on the scoreboard as the refs were signaling no good. I was shocked at what happened, let alone for him to miss another in OT for the Wolfpack to come up with the victory.

My question is with it being a nationally televised game that means multiple camera angles to see exactly what the kick looked like. Not one of those were ever shown, there was never even a review from a different angle to see if he could have possibly made it. Posts and articles have even been written from Nevada fans sitting behind the end zone that said they thought he for sure made it and were amazed the refs said no good. Conspiracy or not as it has not been debated very much we have learned yet again this week about the many loop holes in the BCS system as they "accidentally" left out important information resulting in a misplacement in rankings during bowl selection week. I guarantee there was hundreds of big wigs that wanted that kick to be missed and Boise to miss any chance of playing for a national championship! I am not a Boise fan but find it interesting that they have just one mediocre view of the shot..but then again that is what happens when you do not play two halves of football!!

Final Press Release 4

FOR IMMEDIATE RELEASE:
November 4, 2010
Blueshore Productions
224 Datura St. Suite #514
West Palm Beach, FL 33401
Contact: Jeremy Nelson, Founder
Phone:877-882-7287

Blueshore Productions, Award Winning Wedding Cinematography to Expand Services
Professional Cinematographer Know Benefits of Exposure

WEST PALM BEACH, FL – After capturing weddings in ways a bride never thought were possible, Blueshore Prodctions is now expanding its cinematography services to real estate and restaurant companies. Beginning Dec. 1, 2010, companies seeking an edge on their competitors and increased satisfaction from their customers can take advantage of this award winning service.

Artist and Founder Jeremy Nelson said, "Breathtaking results will come from consumers being able to experience something they have never seen before." He continued to state that his form of cinematography can be used in multiple ways to help get your images and videos out there. Any form of increased social media and visibility can only help your company.

With the housing market in its current position Blueshore knows that customers need to be able to see exactly what they want and need from anywhere in the world. People wanting a visual of a restaurant can see an atmosphere, food, and service they want before leaving their homes.

Blueshore Productions uses over 17 years of education and hands on experience to bring a unique picture and story to the screen. Examples of their unique style can be seen at www.blueshoreproductions.com, through searching Blueshore Productions on Facebook or at blueshoreweddings.blogspot.com.


-END-
Media contact: Jason Nelson
PR Representative, Blueshore Productions
435-667-8923
Email: Jason.nelson@blueshore.productions

Media Pitch Final

Media Pitch - CVAIA

Shaun Atkinson
Headline
Sub-Head

Dear Mr. Atkinson,

(Topic, Target Audience, Reporter/Writer/Outlet

Press Release


####END###
Contact

Headline is subject line in e-mail

Draft Press Release 4

FOR IMMEDIATE RELEASE:
November 4, 2010
Blueshore Productions
224 Datura St. Suite #514
West Palm Beach, FL 33401
Contact: Jeremy Nelson, Founder
Phone:877-882-7287

Blueshore Productions, an Award Winning Wedding Cinematography to Expand Services
Cinematography brought to you from the newest level of perfection

WEST PALM BEACH, FL – After capturing weddings in ways a bride never thought were possible, Blueshore Prodctions is now expanding its cinematography services to real estate and restaurant companies. Beginning Dec. 1, 2010, companies seeking an edge on their competitors and increased satisfaction from their customers can take advantage of this award winning service.

Artist and Founder Jeremy Nelson said, "Breathtaking results will come from consumers being able to experience something they have never seen before." He continued to state that his form of cinematography can be used in multiple ways to help get your images and videos out there. Any form of increased social media and visibility can only help your company.

With the housing market in its current position Blueshore knows that customers will be able to see exactly what they want and need from anywhere in the world. People wanting a visual of a restaurant can see an atmosphere, food, and service they want before leaving their homes

Blueshore Productions uses over 17 years of education and hands on experience to bring a unique picture and story to the screen. Examples of their unique style can be seen at www.blueshoreproductions.com or at Blueshore Productions on Facebook.


-END-
Media contact: Jason Nelson
PR Representative, Blueshore Productions
435-667-8923
Email: Jason.nelson@blueshore.productions

Final Press Release 3: Cause Promotion

FOR IMMEDIATE RELEASE:
October 5, 2010
Cache Valley Area Investors Association (CVAIA)
122 N. Main St.
Logan, UT 84321
Contact: Preston Parker, President
Phone: 661-772-7537

Cache Valley Area Investors Association teaches how to become financially independent.
Answer’s to becoming financially independent comes from non-profit organization.

LOGAN, Utah – If you are looking for opportunities to make your life full of assets and financial independence, then Cache Valley Area Investors Association can give you answers. Meeting just two times a month along with free membership, CVAIA brings you knowledge necessary to become financially stable.

CVAIA teaches people how to increase passive income. CVAIA embraces the Law of Attractions, Law of Abundance, and Law of Exchange. CVAIA began in August 2007 and now has members from many geographical locations and from all walks of life. The members come together with the same belief: that education mitigates the risk of investing.

Founder and President Preston Parker stated, “We educate people so they can understand how to become financially independent.” He continued to state that it can take seven to ten years to become independent. Spending and paying for your expenses need to be less than what you earn annually.

If people learn the right mentality and approaches to investing, they can all be successful in what they desire. People should be able to spend their time doing something they love, not just a job that provides income. Passive income largely makes this possible. There are many organizations with the stated goal of helping people understand the relationship between assets, liabilities, income, expenses. They practice the methods found in the ideologies of books including Rich Dad Poor Dad, The Wealthy Barber, The Millionaire Next Door, Atlas Shrugged, The Automatic Millionaire, and The Secret.



-END-
Media contact: Jason Nelson
PR Representative, CVAIA
435-667-8923
Email: Jason.nelson@aggiemail.usu.edu

Draft Press Release 3: Cause Promotion

FOR IMMEDIATE RELEASE:
October 5, 2010
Cache Valley Area Investors Association (CVAIA)
122 N. Main St.
Logan, UT 84321
Contact: Preston Parker, President
Phone: 661-772-7537

Cache Valley Area Investors Association teaches how to become financially independent.
Answer’s to becoming financially independent comes from non-profit organization.

LOGAN, Utah – If you are looking for opportunities to make your life full of assets and financial independence, then Cache Valley Area Investors Association can give you answers. Meeting just two times a month the CVAIA brings you knowledge necessary to become stable financially.

Founder and President Preston Parker stated, “We educate people so they can understand how to become financially independent.” He continued to state that it can take seven to ten years to become independent.
“It is not about luck; it is planned, orchestrated and executed.


-END-
Media contact: Jason Nelson
PR Representative, CVAIA
435-667-8923
Email: Jason.nelson@aggiemail.usu.edu

Press Release #2 Final : Image Building

FOR IMMEDIATE RELEASE:
Burger Planet
1606 N. Main St.
Gary, Indiana, 47826
Contact person:Shawn Watkins
Company name:Burger Planet
Telephone number: 622-579-2828


Great food while feeling even better / Burger Planet becomes even healthier

Gary, Ind. - Burger Planet will unveil their new menu today that includes a healthier change for anyone looking to continue eating right. New low-calorie sandwiches, salads, and fruit options will be available at the best value price in town.

Company CEO, James E. Muellenbach III, said, "We care about our customers and realize the need to adapt to their needs." Well known for their burgers and fries combos you now can mix and match certain combos to get exactly what you want. Be one of the first 50 in the door tomorrow and receive a free combo meal courtesy of Burger Planet.

Burger Planets menu has consistently improved since opening in Indiana and will continue to do what's best for their customers. Gerard Dubois, Burger Planet’s top chef, loves the menu changes, he said, “In the past year, we added white meat chicken breasts to our menu. We offer consumers the option to buy the chicken breast wrapped in lettuce in case they are on a low-carb diet. Customers can ask to hold toppings for calorie reduction. None of our competitors offers a similar entree." Customers will have their choice of sliced apples, grapes and bananas. No competitor offers that kind of fruit addition.

Jayne Petersen, a fitness expert who worked with talk show host Opal Whitcomb, has been hired by Burger Planet. The essential plan is to have Petersen assist in launching a comprehensive program to give guidance to those who are interested in taking advantage of eating healthy.

James E. Mullenbach l founded the Burger Planet in 1934. It has constantly brought great customer service and food to this ever changing world. Their whole goal is to give the customers what they want. It originated in Green Bay, Wis., and employs nearly 50,000 people.

-END-
Jason Nelson
jason.nelson@aggiemail.usu.edu
801-999-9999

Draft Press Release 2: Image Building

Press realease to manage the image of Burger Planet - be sure to include quote from someone. make up the contact information. All the information you need is provided at:
https://pantherfile.uwm.edu/mcbridej/www/pressrelease.html

FOR IMMEDIATE RELEASE:

Burger Planet
1606 N. Main St.
Gary, Indiana, 47826
Contact person:Shawn Watkins
Company name:Burger Planet
Telephone number: 622-579-2828

Burger Planet becomes even healthier

Gary, Indiana - Burger Planet will unveil their new menu today that includes a healthier change for anyone looking to continue eating right. New low-calorie sandwiches, salads, and fruit options will be available at the best value price in town.

Company CEO, James E. Muellenbach III, said, "We care about our customers and realize the need to adapt to their needs." Well known for their burgers and fries combos you now can mix and match certain combos to get exactly what you want. Be one of the first 50 in the door tomorrow and receive a free combo meal courtesy of Burger Planet.

Burger Planets menu has consistently improved since opening in Indiana and will continue to do what's best for their customers.

Final Press Release #1

For Immediate Release
Date: Sept. 14, 2010
Social Media Club of Cache Valley (SMCCV)
851 N. Main St.
Logan, UT 84321
Contact: Preston Parker
661-772-7537

SOCIAL MEDIA CLUB BRINGS OPPORTUNITY TO CACHE VALLEY
Cafe Sabor to be tweeted up by SMCCV

Logan, Utah – Cache Valley is becoming home to the newly organized Social Media Club of Cache Valley (SMCCV), bringing educational and practical opportunities to learn how to participate in the fast growing world of social media. Whether you are currently involved in social media or looking for a chance to catch up with the grandkids, this club is for you.

President Preston Parker said, “No one person can know everything about social media; together we can learn everything.” Anyone can bring quesetions ranging from facebook to learning how to do your own personal blog. The club is looking to educate members on social media and learn from each others experiences.

Meetings are held the second Tuesday at 6:30 p.m. in the Borders Bookstore. Every third meeting time will be held at Cafe Sabor where you can enjoy appetizers, bottomless chips and dip, and an entree for $10.

The organization started in 2005, in San Francisco, CA., when myspace.com and blogs started to become popular. After attending meetings in Salt Lake, SMCCV's 7 board members decided that Cache Valley should have their own club.

For more information you can visit their website at smccv.net,facebook.com/smccv

Jason Nelson
Publi Relations Coordinator
Phone: 801-772-7777

Draft Press Release 1: Announcement

For Immediate Release

Date:       Sept. 14, 2010

Contact: Social Media Club of Cache Valley (SMCCV)

                851 N. Main St., Logan, UT 84321

Phone:    661-772-7537

NEW SOCIAL MEDIA CLUB BRINGS OPPORTUNITY TO CACHE VALLEY

Logan, Utah – Cache Valley is becoming home to newly organized Social Media Club of Cache Valley (SMCCV), bringing educational and practical opportunities to learn how to participate in the fast growing world of Social Media. Whether you are currently involved in social media or looking for a chance to catch up with the grandkids, this club is for you.

Members from Cache Valley were attending the Media Club in Salt Lake City when they decided that Cache Valley could become it’s own club.

President Preston Parker said, “No one person can know everything about social media; together we can learn everything.” Anyone can bring quesetions ranging from facebook to learning how to do your own personal blog. The club is looking to educate members on social media and learn from each others experiences.

The organization started in 2005, in San Francisco, CA., during the times that myspace.com and blogs started to become popular. The SMCCV has 7 board members and loo

Every second Tuesday of the month, the Social Media Club meets at 6:30 on Main. Street. For more information you can visit their website at smccv.net.

For more info contact:

Jason Nelson

Publi Relations Coordinator

Phone: 801-772-7777

JCOM 2310 - Dave Carroll, "United Breaks Guitars."

"JCOM 2310 – Dave Carroll and “United Breaks Guitars.”

            United Breaks Guitars"

            Most of us have flown before and had either positive or negative experiences. If I am not mistaken airlines pride themselves on putting customers first and making us their top priority. I have flown numerous times within the last year alone and it is easy to see those who care about you as a passenger and those who in all reality could care less. There are so many things passengers pray will go as planned when they travel. Each airline that delivers and gives them what they paid for will continue to progress. Dave made a difference by taking a negative experience and really going above and beyond what most of us would call doing something about it.

            Dave makes a great point that it isn’t so much the guitar and the value of it but the sentimental value and memories with the Taylor guitar. The whole story goes back to the very beginning where every employee should take every customer seriously. I have worked in a customer service department and know doing that is not always easy. Of course when someone asks for something of significant value to be fixed, changed, or credited you can't immediately say yes. You can inform the customer what you will do and assure that each account is handled properly. There isn't only one major airline so they have to play their cards right to gain any advantage they can.

             United did a good job by not denying that it happened and admitting to it being damaged. The problem kept developing when each employee passed it on to another instead of taking full responsibility of the reality at hand.  There is a lack of testimonials and stories showing airlines doing more for their customers. Yes, we all love no luggage fees but what about free insurance on luggage for you messing up? That might never happen but anything you can do to assure that people wont have a Carroll moment will be beneficial. 

             He was creative as a musician and really had nothing else to lose. As we know the video has seen millions of views resulting in a huge blow to United as a whole. United Airlines didn’t keep up with the media’s reaction too well by lacking press releases, immediate contact with Dave, and what seemed to be hole in their crisis plan. Granted they ended up donating money to charity to save whatever face they could. He was extremely patient through the process, and even asked for a refund in the amount of money he paid to just fix his guitar.

            Through the midst of it all Dave posted statements and spoke to a variety of news sources and talked about the positives with United. He elected to have the money donated to charity and is even traveling around giving talks on customer service. We witnessed the power of media and how vital it is to stay up to speed in Public Relations. You really never know who you’re talking too, United took the blow but taught the world a lesson that millions of dollars rely on your customer service.

College Football...Where have you been!!!!

Including tonight's game featuring Boise State and Virginia Tech, this weekend of college football was stacked with excitement and programs proving they belong! Teams like Utah, TCU, Fresno State, Boise State, and BYU showed that Non-AQ schools, yes even from the WAC deserve some more love. Pittsburgh and Virginia Tech were and still might be heavy favorites to win their respectable conferences. Oregon State has been in the mix as well as Oklahoma who barely escaped a thriller in Norman, OK. against who?? The Utah State Aggies, winning only 31-24. Hawaii even played USC tough and showed no wins come easy in the season openers. There is more excitement around the country with football this year than any other year. Heisman hopefuls and top performers come from every conference. With week 1 down and in the books there is plenty of football and so called non-BCS schools who will need to keep bringing it. We all need a few teams to fly under the radar come December to make things even that much more interesting. Week 2 here we come....

JCOM 2310 - Letter To Cousin

Dear Cousin,

  I am happy to let you know why I chose to study Public Relations at Utah State University. I feel that with communication being more reliable and popular than ever before, it is vital to connect the company/product with the consumer. Every company wants to be talked about by the people and discussed in as many positive ways as possible. Through media, entertainment, events, and other sources of communication we look to portray a company's reputation in the best way possible to the public.The public can be any group of people with the same interests that a company is working hard to communicate to. In order to do that you must know who your current and future audience is, and how to reach them individually as well as a group.

  We are witnessing a fast changing economy, consumers need reasons to participate and become associated with a company. There needs to be a plan with specific goals to help target where time needs to be spent on research. We must know inside and out how the company works. We need to know what the public likes about what we are currently doing and what they hope for us to change or implement. With research and planning we strategically put together forms of media and text to build on our reputation to the public. An example of what we write would be a press release that promotes publicity for an event.

 There are so many angles and ways to improve an image of any company or client. I strongly feel that every company has the ability to improve and beat their competition. These are some of the reasons why I chose to study this particular field.

Sincerely,

Jason Nelson