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Publication The University of Kansas Professional and Continuing Education Integrated Marketing Communications Workshop Series Marketing Communications Plan(2016) Burns, Evelyn; Matkovich, Jenny; Santee, Lindsay; Crane, Kelly; Gentry, James; Reinardy, ScottCurrently, around 16 million American adults are enrolled in some sort of educational or training services program and that number continues to grow. In 2013, corporations spent on average 1,847 per employee and total annual spending was around 150 billion. Employers see value in investing in employees’ professional development and education. The University of Kansas School of Journalism’s Integrated Marketing Communications (IMC) graduate program and the University of Kansas Professional and Continuing Education (KUPCE) department look to benefit from the development of a higher-level IMC continuing education workshop series. This advanced- series is geared toward professional business communicators and marketers in the Kansas City metropolitan area. The objective of this workshop is to give attendees a competitive advantage alongside networking, confidence, and education and skills local marketing and communications professionals’ desire in their career. Three students from the University of Kansas IMC graduate program worked with KUPCE to develop a marketing communications plan to assist with launching this new marketing and communications continuing education offering for Kansas City professionals. During a span of four months, the team conducted both primary and secondary research to support this marketing plan. The research provided insight into what KUPCE is doing right, and what it could do better. The team developed a two-phase implementation approach with recommendations to allow for the launch of a successful continuing education offering that targets Kansas City marketing and communications professionals. In addition, the marketing communications plan contains specific tactics, a timeline for execution, estimated budgets, and measurements to determine success and areas for improvement. The purpose of the research and this proposal is to answer the following questions: • Is a KU IMC Continuing and Professional Education workshop series viable? • Who is the audience and what does the audience want? • How should the workshop series be marketed?Publication Literacy Kansas City(2015-11-16) Hair, Margaret; Maddox, Stephanie; Gentry, James K,; Reinardy, Scott; Crane, KellyLiteracy Kansas City has grown its adult literacy services considerably in the past few years. As the organization grows and expands to new areas of service in new areas of the city, Literacy Kansas City must diversify its funding and attract more individual donors. To help provide research and ideas for that process, this report was prepared by two graduate students in the Integrated Marketing Communications Program at the University of Kansas.Publication Think You Know Ketchup, Think Again(2014-09-03) Owens, Sarah; Merckling, Jason; Lane, Darius; Gentry, Jimmy; Volek, Thomas W.; Crane, KellyPublication Children's Center for the Visually Impaired Marketing Communications Plan(2014-09-03) Clark, Andrew; Jolly, Katie; Schoenhals, Cheri; Gentry, Jimmy; Volek, Thomas W.; Crane, KellyChildren’s Center for the Visually Impaired has provided unique and essential services to visually impaired children in the Kansas City metro area for over 60 years. The organization is heavily reliant on fundraising to fund its operations. Like many nonprofits, CCVI continually aims to find new, creative ways to increase engagement from the community. A team of three University of Kansas graduate students worked with CCVI and several of its key stakeholders to develop a strategic marketing communications plan to address this issue. The team developed several strategies to help CCVI increase awareness of the organization in the community, improve its perceived value and to increase efficiency in its fundraising efforts.Publication Marketing Communications Capstone Presentation for BATS Global Markets(2014-09-03) Buselt, Eric; Reilly, Judi; Williamson, Josh; Gentry, Jimmy; Volek, Thomas W.; Crane, KellyDuring the first months of 2014, a team of three students studying in the University of Kansas School of Journalism and Mass Communications Marketing Communications graducate program conducted extensive primary and secondary research to develop a strategic marketing communications plan for Lenexa, Kan.-based BATS Global Markets, Inc. The initiative took place within the Journalism 850 Capstone course and was advised by Dr. James K. Gentry, the Clyde M. Reed Teaching Professor and former dean of the KU School of Journalism and Mass Communications.Publication "Mightier than the Sword" and integrated marketing communications strategy for Lathrop & Gage LLP(2014-09-03) Nichols, Stephen G.; Gentry, Jimmy; Volek, Thomas W.; Crane, KellyThis is a legal marketing communications strategy created on behalf of Lathrop & Gage LLP to assist its attorneys in building relationships with prospective clients. Specifically, the plan is designed to support Lathrop & Gage’s agribusiness attorneys in their efforts to acquire legal work from decision makers in Fortune 500 agribusiness companies. The plan calls for the creation and distribution of relevant content through online marketing and social media channels.Publication Children's Therapeutic Learning Center: Where Do We Go From Here?(2014-09-03) Apple, Allison; Bielser, Hali; Campbell, Kim; Legg, Sarah; Gentry, Jimmy; Volek, Thomas W.; Crane, KellyThis report takes an in-depth look at the current market situation of Children’s Therapeutic Learning Center (CTLC). The situation analysis led the research team to answer questions such as: What are potential improvements for CTLC? How is CTLC perceived? What do current clients appreciate about CTLC? By answering these questions the team was able to formulate strategies for the staff at CTLC to implement. These strategies include: Develop brand image and execute it consistently, develop symbiotic relationships with physicians and other appropriate members of the community, review current development and fundraising and develop a plan to better fit CTLC’s needs, and focus on the customer. Along with supporting tactics, this marketing communications report contains a suggested timeline for implementation, budget guidance and an appendix, which includes primary research transcripts and survey results.Publication White Wind Farms Strategic Communications Campaign(2014-09-03) Ford, Gina; Noulles, Mary; James, Jessica; Gentry, Jimmy; Volek, Thomas W.; Crane, KellyWhite Wind Farms is a small, startup Kansas winery located in Paola. The goal of this project was to develop a strategic marketing communications plan to assist in the growth and development of the White Wind Farms brand..Publication The Catholic Seven: A Marketing Analysis & Proposal(2014-09-03) Buschbom, Danyelle; Puhr, Charley; Schulte, Ashley; Gentry, Jimmy; Volek, Thomas W.; Crane, KellyIn December 2012, seven Catholic schools from the Big East Conference announced plans to vacate the Big East and create their own league, quickly dubbed the "Catholic Seven." Besides their religious affiliation, these seven schools share basketball as their primary revenue-driving sport and do not compete in Division I football. Three University of Kansas graduate students worked to research and develop a marketing and branding strategy for the newly-formed league.Publication Marketing Communications Plan for Coventry Health Care of Kansas, Inc.(2012-05-08) Kelly, Sarah; Kim, Sungtae; Mowder, Alicia; Smith, Carmen; Vaughn, Joshua; Gentry, Jimmy; Volek, Thomas W.; Crane, KellyGraduate students at the University of Kansas worked closely with Coventry Health Care of Kansas, Inc. (CHC Kansas) to develop a strategic marketing communications plan for the organization. The primary goal of the marketing communications plan is to address CHC Kansas’ ability to communicate with its audience, the low-income population of Kansas, more effectively, increase HEDIS and CAHPS scores and increase membership. Secondary research provided a fundamental knowledge of the managed health care industry, industry best practices, industry trends, the competitive landscape and the low-income population. Primary research was conducted through 10 in-depth interviews and a focus group with medical providers, the director of a managed care organization, current Medicaid recipients, community outreach professionals and CHC Kansas’ Community Relations Representatives. The team developed four strategies to help CHC Kansas communicate more effectively with its members: 1. Build awareness and engagement among the target audience 2. Develop core messages 3. Deliver clear and personalized information to members 4. Strengthen CHC Kansas’ understanding of its membersPublication Charlie's House Marketing Communications Plan(2012-05-08) Patch, Aaron; Shoptaw, Carrie; Kopp, Melissa; Gentry, Jimmy; Volek, Tom; Crane, KellyThis is a marketing communications plan for the nonprofit organization, Charlie’s House. Located in Kansas City, MO, Charlie’s House works to provide in-home safety information and education for Kansas City area families. This plan will assist the organization with spreading its message, increasing community awareness, and establishing partners and events to raise funds and educate the community.Publication Israeli i.d.e.a.s. website(University of Kansas, 2011-10-05) Franzblau, Matthew J.; Marsh, Charles; Guth, David; Volek, Thomas W.“Israel has stood out among other advanced economies as a place where the crisis hit softer, and may have passed quicker than almost anywhere else because Israel’s economic growth has not been based on easy credit or a real estate boom, but on technology-driven productivity gains that economists believe is the key to sustained economic growth.” — CNN