1. BETA Tumblr
Account
A marketing campaign designed to introduce BETA PR to Alverno through a new
social media site called Tumblr.
Created by Alverno students:
Anjelica Findley
Stephanie Lewis
Amanda Lynn
Crystal Roe

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Contents
Contents...........................................................................................................................................2
The Client: Alverno College BETA Committee................................................................................3
Introducing Tumblr:..........................................................................................................................4
Tumblr’s Need at Alverno: ...............................................................................................................6
If You Create It, They Will Come.....................................................................................................7
Part 1: The Research Section..........................................................................................................8
Knowing Competition.....................................................................................................................13
Part 2: Campaign Theme...............................................................................................................15
Part 4: The Public Relations Program...........................................................................................17
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The Client: Alverno College BETACommittee
Alverno College, one of the nation’s largest Catholic women’s colleges, has been
changing the lives of many individuals since their opening in 1887. At Alverno, a student
is gaining much more than a diploma. Alverno emphasizes the importance of
experiences that go beyond the classroom, which not only engages the student but it
also connects the student to the world around them. The experiences Alverno offers
focuses on each student’s goals and encourage her to dream big.
The College’s motto, In Sanctitate et Doctrina, meaning “in holiness and learning,” is
used to inspire every student that walks through Alverno’s doors -- body, mind and
heart. Currently, Alverno has over 2,600 students, both traditional weekday and non-
traditional weekend students, with countless people around the world supporting their
mission.
With a growing community, it is important to connect everyone that Alverno has shaped
and transformed - past, present, and future. Recognizing the need to bridge the gap,
Alverno wants to connect all individuals together under an up and coming social media
site, Tumblr, with the goal being to integrate its followers together under one website.
The Audience: Past, Present, and Future
Even though Alverno College is a smaller campus compared to Division One schools
like UW-Madison or Marquette University, Alverno’s phenomenal reputation as an
institution is known all over the world. <insert example or citation> With that being said,
the target audience for this campaign are current females, who are current students
attending the college, alumnae, faculty, family members, community members, and any
potential students seeking an education at Alverno.
The Theme: Alverno Alignment: Body, Mind, and Heart
Keeping Alverno’s motto, In Sanctitate et Doctrina, which means “in holiness and
learning,” in mind, we wanted to create a theme that would tie or “align” the three parts
of that phrase together: body, mind, and heart. The Alverno Alignment name serves a
dual purpose. First, the campaign theme incorporates the motto while also aligning
everyone who cares and believes in what Alverno’s mission. With the proposed
campaign, the entire student body of Alverno can come together on one page to get the
latest updates Alverno and its community has to offer.

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Introducing Tumblr:
Tumblr is a microblogging website that lets you effortlessly share anything from
posts, quotes, links, music, videos, and pictures. You can also customize
everything from colors, themes, and text. It also lets you connect with other
people who are into similar things you’re into.
Figure 1.0
Tumblr’s home page
Figure 1.1
Tumblr’s users by
sex and age
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Tumblr’s Need at Alverno:
Tumblr is useful for the purposes of branding/marketing Alverno and bringing
awareness about the college and the community within and beyond the college walls; it
enables people to connect with another by pairing their thoughts and interests. This
media site is the way of the future. In order to reach out to its growing body, Alverno
must implement Tumblr into its normal everyday social media routine. Alverno students
need a site that they can visit that incorporates everything that happens on campus, not
just sports, or art shows. With this Tumblr account, students will have everything that
happens on campus at their fingertips. Tumblr is needed for many reasons at Alverno,
but the most important reason is to bridge the gaps that Alverno has with made media,
knowledge, and on as well as off campus involvement with environment. This is a great
source to have the students and the staff connect, socialize and network. It is also a
good form of branding that is cost effective while still offering a high quality source of
entertainment.
Now is the opportunity for all teams and committees at Alverno to come together and
merge their thoughts and ideas and communicate those ideas with the community at
Alverno by focusing attention on:
 Branding and Marketing
o A cost effective way to reach out to all demographics
 Awareness of college, community, and opportunity
o Any events hosted by Alverno, awards received, or any other important
news happening in and outside of Alverno can now be seen as a whole
campus, and all at once.
 Bridging the gap between all members - past, present, and the future - of
Alverno.
o On Tumblr, we can come together on one page and focus on everything
Alverno has to offer.

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If You Create It, They Will Come
Our team proposes a visually appealing infographic that summarizes the effectiveness
of Tumblr in how its target audience currently uses it. As a component of the proposed
campaign, the infographic will be utilized to showcase the online site to promote the
Alverno Alignment BetaTumblr account.
Figure: 1.3
Alverno Infographic
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Part 1: The Research Section
Social Media is Key
In order for the Alverno Alignment Tumblr account to be effective, the Alverno staff
needs to familiarize themselves with various forms of social media (Facebook, LinkedIn,
Instagram, and Twitter). Being an active user on those forms of media is tantamount to
the success or failure of Tumblr. Here’s why social media is needed as part of the
proposed campaign:
1. Increase Alverno’s public exposure
2. Showcase the brand
3. Through social media, you can hear what people have to say
4. You can generate leads (endorsements) through the accounts
5. Social media has the potential to attract more students
6. Allows school to make connections that create a lasting relationship
7. Interaction with other schools, organizations, people
8. Reinforce positive behavior/habits
9. Rank higher
10.Minimize marketing costs without sacrificing quality
With over 1.6 billion active members on Facebook, 300 million users on LinkedIn, 200
million on Instagram and 23 million on Twitter, the proposed campaign will enable
Alverno to showcase the new Tumblr Beta account, which would open doors for the
account and expand the awareness of the college.
Depicted below are the various forms of media and their description discussed
above that our team deems most useful for the school to maintain and use.

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Instagram:
Description: “Instagram is an online mobile photo and video sharing and
social networking service that allows its users to take pictures and videos,
and share them on several social networking platforms, such as Facebook,
Twitter, and Tumblr. Instagram was created in October of 2010 by founders Kevin
Systrom and Mike Krieger initially introduced as a free mobile app. Instagram was
acquired by Facebook in April 2012 with over 100 million followers at that time.
Alverno’s use of Instagram is sharing campus moments via photos with others to gain a social
awareness of what the College has going on within the community. Students share personal
experiences they faced with Alverno recommending others to join. The hashtags
#AlvernoStrong and #LovetheChallenge allows others to view similarities they have shared with
the college.
Figure 1.4
An illustration of Alverno’s use of the social media app, Instagram.
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LinkedIn:
Description: LinkedIn is a free networking tool used by employees and employers.
It is another form of social media used specifically for the business community.
The premise of LinkedIn is to allow its members to network on a professional
level. LinkedIn lets the user connect with various businesses around the world. A typical
profile page is an online resume which emphasizes the user's job history, education,
awards, etc. After forming a profile the user can connect with other people or
organizations to not only keep in contact, but to market themselves for any potential
opportunity such as a new job.
Alverno’s Involvement: The picture provided below is a picture of the Alverno Alumnae
organization through LinkedIn. Currently, there are roughly 758 members who follow
Alverno or a possible 758 opportunities Alverno can reach through its media. This is a
great opportunity for Alverno to connect the alumni with current events that are taking
place throughout Alverno.
Figure 1.4
Alverno’s Alumnae Association user page on LinkedIn
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Twitter:
Description: Twitter is a social media site that allows users to virtually follow
people from around the world or in one’s own neighborhood. Simply using a
hashtag “#” or a pound sign will enable different categories to be chosen or
even people. Twitter gives you real time updates of what’s going on with your favorite
people, shows, movies, or theories. As long as you have an account, you can use this
site, and tweet all day.
Alverno’s Involvement: Alverno has a Twitter account that is updated daily.
@AlvernoCollege is the name for the account, and entering the symbol mentioned
above allows a person to send things to their page. This symbol will also be advertised
on our Alverno Alignment account in order to reach the audience already using the
Alverno’s twitter page. A person can follow the page, to stay updated, and add pictures
or messages to stay connected. Alverno’s Twitter page was created in February of
2010, and has daily tweets from students, faculty, and staff.
Connecting Twitter with Tumblr: All of the hash-tagged posts made on Twitter will be
advertised on all of the social media sites to spread the word of the Alverno Alignment
Beta Tumblr account. The posts may include:
 Any dinners or events held on campus
 Any career fairs or gatherings for students looking for jobs
 Sports events, fundraisers, or student events held on campus
Figure 1.5
Alverno’s Twitter Account
Facebook:
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Facebook is a social media site originally designed for college students to stay
connected to one another. Now, anyone can have a Facebook page, including
businesses and colleges. According to the Facebook “About” page, “Founded in 2004,
Facebook’s mission is to give people the power to share and make the world more open
and connected. People use Facebook to stay connected with friends and family, to
discover what’s going on in the world, and to share and express what matters to them.”
Alverno College has a Facebook page that is updated to keep viewers in the know
about things happening on campus, give updates on sports teams, and explain to the
world Alverno College’s mission. There are a few other Facebook pages connected to
Alverno, but these pages are not the school’s official site. To name a few, there is a site
connecting students to buy and sell textbooks, Alverno class of 2015, and department
sites.

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Figure 1.6
Alverno’s Facebook page
Knowing the Competition
Tumblr is the newest form of social media. In order to fully grasp how it’s being utilized
in the market, it is important to have an awareness and understanding of what other
colleges are doing to gauge their audience. Below are two universities that Alverno
competes with in the area: Cardinal Stritch and Marquette University. We choose these
campuses specifically to get an idea of the amount of exposure (good and bad) these
campuses are creating using their online site. Currently, Marquette has over 8,400
undergraduate students and Cardinal Stritch has over 3,100 undergraduate students
compared to Alverno’s 2,600 undergraduate students all of which could be potential
Tumblr users.
Cardinal Stritch University
Cardinal Stritch has been using Tumblr since 2013. Since their creation they have only
posted 23 pictures/articles (an average of 7.3 posts per year) highlighting their campus
activities. The picture featured below is Cardinal Stritch’s home page for their Tumblr
account. Immediately as a viewer, my eyes focus on two things: Cardinal Stritch’s name
and logo and the many pictures they have on their page. By clicking on one of the
pictures, I can see what the school is featuring, the date it was published, and how
many people “liked,” “commented,” or “re-posted” the picture. Spending some time
actively looking and analyzing Cardinal Stritch’s Tumblr account, we can assume not
many users are following their Tumblr account. Here are the two main reasons:
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1. Cardinal Stritch isn’t an active
member for their own website,
which is a huge constraint. They
are not doing an effective job of
keeping events, awards, and
activities current. As a result, they
do not have a following. Most of
their posts are dated.
2. By clicking on the photos
featured on their website, most of
the photos do not contain
comments, likes, or reposts,
which likely means their student
body and staff are not engaged
with their commentary.
http://stritchu.tumblr.com/
Figure 1.7
Cardinal Stritch’s Tumblr
Marquette University
Marquette University has been an active Tumblr member since 2011. Since the
establishment of the Tumblr account (also known as the Marquette Digest),
Marquette has shared hundreds of posts which have been viewed, reposted,
commented on, and liked from all over the world. On a daily basis, Marquette updates
their online account, which highlights various things going on throughout the campus
whether it’s what’s for lunch, sports events, keynote speakers, even what their campus’
Father is thinking. The sky's the limit for Marquette. Marquette also does an effective
job of posting their articles to other forms of social media, which has only aided in their
success.
http://marquetteu.tumblr.com/
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Figure 1.8
Marquette’s Tumblr Account
Part 2: Campaign Theme
“Alverno Alignment: Everyone on One Page”
As current students at Alverno College, we see a need to merge what is happening
outside of the school with what’s happening inside the school. There’s a definite gap
that needs to be resolved. The gap would be the separation that has been created
between students, faculty, and staff at Alverno College. The fact that there isn’t one site
or source that all of the Alverno community can go to and hae the same information.
The Alverno Alignment Tumblr account is the solution. We believe by using the
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proposed campaign, the Beta Tumblr will create unity among faculty, students, alumni,
and any other potential students on one page. In so doing, the body of Alverno will be
able to share similar interests, hobbies, and passions, which will create a stronger
foundation of a college campus, and have everyone informed and hopefully involved.
Part 3: Public Relations Goals and Objectives
Goals
1.) Relationship Management: With this campaign, we aim to help the BETA Tumblr
account foster connections in order for everyone involved with the Alverno community
feels important and relevant
2.) Reputation Management: We are trying to enhance the image of Alverno College by
bringing everyone on “one page”.
Objectives
1. To have an effect on the awareness of the BETA Tumblr Account (50% of
students create a user account and like the Alverno Tumblr page within the first 6
months).
2. To have an effect on the action of target audience (5% of each branch of target
audience, staff, students, alumnae, posts at least 5 times each month.)
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Part 4: The Public Relations Program
1. January 1st, 2016: Alverno staff involvement
Activity: Mass email to all departments and students asking for feature pieces to be
included on the site. Whether it be an event schedule from the Student Activities
Department, or art projects students are working on in the Art department.
Objective: In order to have an effect on action, every department will respond to the
email with at least one feature piece that can be added to BETA..This activity is not like
all other activities. It is specific to the committee, because if there people are not posting
to Beta , the committee can tap into their resources and post some of the feature pieces
that are sent to them.
Measurement: This activity can be measured by the amount of feature pieces that are
sent in, and if at least 500 students submit feature pieces that will be a good indication
of how many people will be reached from the activity of the page.
Facebook
Instagram
Twitter
LinkedIn
2. February 29, 2016: Use of four social media sites to broadcast the launch of the
Alverno Beta
Facebook: Link to the account with a screenshot of the Alverno Alignment logo
Instagram: Picture of logo with link
Twitter: #AlvernoAlignment #EveryoneOnOnePage #AlvernoCollege
LinkedIn: “Hello alumni. Come see what’s happening at Alverno, or showcase your
accomplishments. Follow the link to the Alverno Alignment Tumblr Account.”
Activity: Post on all four social media sites and include links to Alverno Tumblr page.
Objective: We want to broadcast our Alverno Tumblr page to all of the followers on the
other Alverno social media pages. This will ensure we have a strong following, and they
are able to stay connected with Alverno on any page.
By posting on all of the media sites, the marketing team can see if we, the committee,
are being successful. This activity is focused on awareness, and educating users on
other sites to utilize the Tumblr page.
Measurement: This can be measured by the number of followers we gain from other
social media sites. We can compare numbers, names, and the activities that are being
done such as posts, shares, and likes.

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3. March 3rd, 2016: Post on social media sites
Facebook: “Come visit the commons and when you like our Tumblr get a free
piece of cake. Limited to the first 100 students or faculty/staff.”
Instagram: Photo of logo with comments “Come visit the commons and when
you like our Betaget a free piece of cake. Limited to the first 100 students or
faculty/staff.”
Twitter: “Come visit the commons and when you like our Tumblr get a free piece of
cake. Limited to the first 100 students or faculty/staff.”
Activity: Post another update/status about the Alverno Tumblr page.
Objective: We want to ensure that our message is being noticed and understood.
Posting a second time on the three listed above of the social media sites ensures that
exposure. This activity is focused on action, and the idea that we want our audience
being engaged with the page, not just scrolling through it.
Measurement: This will be measured by the amount of likes, shares, comments and
reposts the BETA account receives from community members, donors, and alumnae.
4. March 10th, 2016: Host Cake Day (We will utilize $100 budget to purchase sheet
cake and print fliers)
Activity: Sliced cake will be given out to those who join Alverno’s Tumblr account and
like the page.
Objective: The activity will promote and bring awareness to Alverno’s use of the social
media account Tumblr. This will also allow for those who follow the account to share it
with other social media accounts, bringing attention to the page with the help of others
sources, family and friends.
The activity is used solely to attract those involved with the Alverno community, faculty,
and students and whoever may be on campus on March 10th. It will be a first come first
served basis due to the limited amount of cake that can be given.
Measurement: The activity will be measured by the amount of cake given and
the new addition of followers the Tumblr account achieves to determine if it is a
successful event.
5. March 22nd, 2016: Post the same flier to E.T.C. newspaper to the faculty
and staff at Alverno
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6. April 1st, 2016- set up timeline of any events within the next month: Make
announcement at all Alum, Donor, and Scholarship meetings about the account
Activity: Making announcements at all donor, scholarship, or alum events on campus
about the new Tumblr page and having them engage at that time.
Objective: By making announcements at the donor events, and meetings with any
alumnae, we will have a better chance of reaching the other branch of our target
audience: alum. We want to let alumnae know about the page, as well as engage on the
page.
With these announcements, we will have more opportunities to reach the people who
have made a difference for our school, not just the ones that are enrolled now, or in the
future. This activity is focusing on the awareness, and letting the alums and community
members know about the page.
Measurement: This activity will be measured by how many alums actually like the page
based upon the presentations given by our BETA committee at the events. We will give
the alums a chance to engage that night, by inviting them to like the Tumblr page at that
time, and also post within the next week.
7. June 1st, 2016 a schedule will be made for orientations with the next
month: As part of all new student orientations, students will spend time signing
up for the Alverno Alignment Account.
Activity: Enrollment Sign-up
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Objective: The enrollment sign up is for new and transfer students. On orientation day,
students create a Tumblr, (if one is not already established.) If so, logging in and liking
the page will be required for the students do as they are given their credentials for the
use of the Alverno College website.
This will allow for incoming students to be apart of what’s going on in and around the
college. Allowing them to become familiar with the community, faculty, and staff. They
will also be able to share their college experience with followers and potential new
students.
Measurement: The activity will be measured by how many new students we are able to
get involved with the Tumblr account and spread the message of everyone on one
page.
The program plan definitely has some strengths. The logo is creative. I love it and it fits
nicely with the campaign theme. I’d even encourage your team to develop this idea of a
“puzzle” and “alignment” more specifically, probably in the first component of the
document. There are some creative activities and the team has definitely done their
research. The campaign theme is catchy and makes sense with the justification given.
There are a few opportunities for improvement and I have mentioned these throughout
my feedback in margin comments as well as track changes. First, there are way too
many proofreading errors and inconsistencies to be deemed acceptable for a final
version. The team has to give more attention to detail or the team’s credibility
will suffer. If I were the Beta Committee, I would not choose this campaign plan
because of the inconsistencies. I’d love the idea and think it has great potential,
but be skeptical to implement it because there are so many errors in the final
details. The team must fix these errors before turning in the program as a
finalized version. I will not offer feedback on the program plan again unless all of these
errors are fixed beforehand. Please, please, please go through the program plan with a
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keen eye for mistakes and attention to detail. I’d hate for this program plan to be
unsatisfactory because a lack of proofreading. The ideas are so strong that I want those
ideas to shine through not to get buried in the easily remedied mistakes. Second, I
suggest moving the social media/competition piece to the program plan. How your team
decides to incorporate that section will be your team’s decision. Right now, the social
media piece seems to be disconnected from the social media activity, yet it directly
relates to the activity so it needs to be in closer proximity to it. Third, the infographic is
great except that the font is fuzzy and the old logo is used rather than the new one.
Fourth, read carefully through my margin comments and be sure to incorporate the
track changes. I’ve made a lot of fixes to wording, grammar issues, etc.