i attched the final plan book and need longer evaluation and objectives Creative Consulting Final Planbook Rough Draft **Cover page **Table of contents Grace Hamilton is the account executive for Creative Consulting. She is a graduating senior here at Miami University and is double majoring in Strategic Communication and Sociology. Noah DeVillez is the co-creative and co-media director for our team. He is a graduating senior at Miami University majoring in strategic communications and psychology. Milana Lysova is the research director for our team. She is a graduating senior at Miami University majoring in strategic communications and sport media communications. Julia Pilecki is the copywriting director for our team. She is a graduating senior at Miami University co-majoring in strategic communication and sport management. Caitlin Beak is the co-media director for our team. She is a graduating senior at Miami University majoring in strategic communications and fashion corporate business. Tracy Tan is the creative director for our team. She is a graduating senior at Miami University majoring in Interior Design and Strategic Communication Sam Correnti Executive Summary World Creativity and Innovation Week is a muli-national organization that promotes the celebration of creativity. The World Creativity and Innovation Week community is dedicated to celebrating all forms of creativity, spreading the idea that, ‘everything you do can be a creative act.’ The organization’s mission is to encourage people to use new ideas, make new decisions, and take the steps towards making the world better through creative thinking. In 2018, people in over 100 communities and 50+ countries united to celebrate WCIW/D. Main strategies Through a survey, interviews, media analysis, and internet research, our team has gained an understanding of how Miami University students view and value creativity and how World Creativity and Innovation Week/Day. Situation Analysis: World Creativity and Innovation Week are struggling with lack of engagement and not enough people knowing about the organization. When looking at where the problem has been within the organization we found that social media and marketing outreach could be more impactful. We found that the content within their social media pages is not interesting enough and do not have any call for action contents. This causes the audience that visits the page to end up dis-interested and leaves. Strengths: – Already a worldwide community – Unlimited number of activities for individuals to do – Personal relationships with customers Weaknesses: – Social media engagement – Not getting approached, doing most of the reaching out – Confusing organizational purpose Opportunities: – Increase social media engagement – Form strategic partnerships – Leverage global platforms – Create a webinar Threats: – There are larger, more well known companies already encouraging others to be creative – The company’s purpose might be too confusing for others to be willing to engage in it right away Research: Participant Demographics ? Focus Group ? We conducted a focus group that lasted 40 minutes with a total of 9 participants. ? 6 are female and 3 are males ? 1 is 18, 3 are 21, and 5 are 22 or older ? 1 is a freshman, 1 is a junior, and 7 are seniors at Miami University ? 8 of the participants identify as White and 1 identifies as Hispanic ? 3 of the participants said that they did not belong to any club/organization, 4 said they are in fraternities/sororities, 2 are in academic fraternities, 2 are members of PRSSA, 1 is in Redhawk Ventures, 1 is in the Miami Student newspaper, and 1 is a member of the Miami University Equestrian Team ? 6 of the participants have a Marketing major and of those 6, 3 are double majors and the remaining 3 have minors. 1 participant double majors in Strategic Communication and Entrepreneurship, 1 double major in Media & Culture and Psychology, and 1 major in Mechanical Engineering. Intro: The purpose of our focus group and individual interviews was to find out how students at Miami University personally describe creativity and what it means to them. After finding out the basis of this information, we incorporated our questions towards World Creativity & Innovation Week and how familiar or interested participants would be in participating in this week long celebration. Over the course of our interviews, we found several themes that stood out. Overall, a majority of our participants were very interested in what we had to say about creativity. In addition to this, most of our participants had never heard of World Creativity & Innovation Week, but were willing to hear more information about the week in hopes of one day participating in the week (whether it was participating individually or with the organization they are currently a member of). Visibility: A majority of our interviewees had never heard of World Creativity & Innovation Week before talking with them. We were determined to find out why they had never heard of the event and what could be done in the future to encourage them to participate either individually or within their organization. One of the biggest themes we found surrounding this issue was lack of engagement from the organization. Everyone is on social media, but nobody has seen anything about World Innovation & Creativity Week. The international marketing director for World Innovation & Creativity Week mentioned in her interview, ‘There are challenges on the front line of the organization and the marketing itself, we need to increase engagement on our social media. Not enough people clicking the ad and going to our website. Our audience needs to make sure they are seeing what we are posting.’ Another big theme that we found surrounding this issue was convenience. Participants talked about how they would be willing to participate in the event, but mainly if there were given an easy opportunity to. A writer for the Miami Student told us in an interview, ‘If the Miami Student was actually given the opportunity to go in and interact with the people actually running the organization, then we would have an easier time writing about, promoting and ultimately participating in the event with everyone else.’ Lack of Incentive: All of the students that we have reviewed or in the focus group have stated that they will join or engage with the organization if there is any incentive or else they don’t see the purpose of participating in the celebration. During our research, we found out that students have some flavored incentives that the organization might be able to provide. Provide food and drink for an event or an organization, a social networking event that might help students to connect with some big firms or even some fun events like wine and paint, etc. Being able to provide some interesting incentives will attract students to engage and willing to learn more about the organization will also be part of our plan when moving forward with the campaign. Lack of Engagement: After speaking with the international director of marketing for World Creativity & Innovation Week organization, Sydney Ginley, and analyzing the interview, we found that one of the biggest challenges they face is the lack of international engagement on their social media platforms. For example, Sydney spoke about how one of the biggest issues is increasing engagement on their social media platforms and getting more people to click on their ads. Once they get their target audience to click on the ad they can be directed to the World Creativity & Innovation Week website which is the end goal. Sydney did speak on some paid ads that have been extremely successful in the recent past. As data shows, since WCIW paid for a $100 two week ad campaign in December of 2020, they were able to reach over 2.3 million people. An extremely successful campaign that could be duplicated if continued to be funded for. When looking at the goal of WCIW they want to reach as many people in as many countries as possible with as much engagement as they can produce. To reach that goal, our group suggests continuing the funding of the International Marketing team for WCIW and suggests doubling the budget in the next year. Survey Report ? ? ? ? ? ? ? ? ? The first main finding that we found was that almost all of our respondents either agreed or strongly agreed with the statement ‘I value creativity’ (see Figure 1). This means that a majority of our target audience values creativity in one way or another. This points directly towards our missions of spreading awareness towards World Creativity and Innovation Week. The next key finding that we found through our survey was that a majority of respondents defined creativity as a way to come up with new ways to solve complex problems by thinking outside the box. This information is very useful as it points to new ways for us to define World Creativity and Innovation Week. Our next key finding is that a majority of students at Miami University feel as though they sometimes need a change in their lifestyle from a creative standpoint (See Figure 2.1). On top of that, most of our respondents are looking for more creative freedom in the classroom (See Figure 2.2). Another key finding is that a majority of participants believe that creativity is equally important in one’s work and personal life . Another finding from our survey indicates that a majority of our participants have never heard of World Creativity and Innovation Week, and those who have heard about it, heard it from a school related activity. Our next key finding indicates that most people prefer an event hosted at a bar uptown compared to other venues including outdoor areas or locations located on campus. On top of this, our results indicated that students would be most likely to participate in World Creativity and Innovation Week if their friends also participated in the event. Our next key finding is that the highest number of respondents stated that their motivation for participating in an event such as World Creativity and Innovation Week is their friends. This insight is important for understanding how to get more students involved in the celebration. Knowing the respondents highest motivators will help us determine what event to host. Our next key finding is that 0% of respondents had heard about World Creativity and Innovation Week through public advertising (i.e. fliers, posters, etc.). On top of this, only 4.5% (1 respondent) had heard about it through social media. This insight shows that WCIW does not have effective marketing strategies. Finally, our last key finding is that a majority of participants do not think their organizations would get involved in World Creativity and Innovation Week because they know nothing about the event or they don’t think their organization shares the same themes as WCIW. Demographic Data Total participants: 81 people ? ? ? ? ? Gender ? Male – 67.9% ? Female – 32.1% ? Other – 0% Ethnicity ? Caucasian – 72.8% ? African American – 4.9% ? Asian – 6.2% ? Latino or Hispanic – 6.2% ? Native American – 2.5% ? Two or more races – 6.2% Age ? Under 18 – 0% ? 18 – 7.4% ? 19 – 19.8% ? 20 – 12.3% ? 21 – 32.1% ? 22+ – 28.4% Residence ? Ohio – 42% ? Outside US – 2.47% ? Other states – 55.53% Class of parents ? Lower Class – 0% ? Working Class – 2.5% ? Middle Class – 32.5% ? Upper Middle Class – 56.3% ? Upper Class – 8.8% Publics: ? ? Primary: Our primary publics are Miami University Students ages 18-22+ Intervening: Our intervening public is people all around the world who are interested in celebrating creativity in a unique way. Goals: Creativity consulting has a few broad goals in order to successfully extend the reach of World Creativity and Innovation Week/Day. These goals include: ? ? ? Increase general awareness of World Creativity and Innovation Week/Day Increase the number of participants in World Creativity and Innovation Week/DAY Educate students about creativity and innovation and encourage them to use creativity in their daily lives Objectives: – To increase the social media following on Instagram by 400 followers by end of the summer Increase social media presence of the campaign by using relevant hashtags, at least 10 hashtag for each post Increase awareness of the campaign and movement by using social influencers to drive traffic to the campaign social pages Launch new products or services Increase awareness of the campaign internationally and locally Have at least 150 Miami University students that will celebrate the next World Creativity and Innovation Week/Day by 25% Grow digital presence Strategies: – Help get the word out about what World Creativity and Innovation Week/Day is and how everyone can get involved throughout the city of Oxford and Miami University campus. Enhance our online media presence by making everyone around the area aware of who we are and what we stand for. Send influencers or bloggers our campaign in hopes that they will write about it or post pictures on their Instagram pages. Key Messages: – – World Creativity and Innovation Week is a week-long event meant for people across the world to celebrate creativity. World Creativity and Innovation Day is the last day of World Creativity and Innovation Week where everyone comes together to celebrate why creativity is so important. World Creativity and Innovation Week/Day has no limits on how to celebrate creativity as it is completely up to participants who want to be involved. World Creativity and Innovation Week wants everyone who celebrates creativity to learn how to improve their own creative skills and how it can benefit them personally in the long run. World Creativity and Innovation Week/Day can improve students’ lives in and out of the classroom when it comes to expressing creativity. Tactics: World Creativity and Innovation Week event: The World Creativity and Innovation Week event itself will be hosted April 15 – 21 for people around the world to participate. This is the main event we want people getting involved in. It is key for us to communicate to everyone around the world when the event is and how they can get involved wherever they may be located. We will be primarily focusing on Miami University’s campus. It is important that we get as many people as possible involved so that they are able to spread the word to everyone in the Miami community and eventually people across the world in years to come. The event will be held at the Farmer School of Business on campus at Miami University. Throughout the week, students will be able to stop in to participate in the event while meeting fellow students from around the Oxford community. On World Creativity and Innovation Day, all students will be asked to come to celebrate that day for the main events held on campus. Public Service Announcement: We hope to get the word out about World Creativity and Innovation Week/Day by creating a radio advertisement that will be sent out to local Cincinnati radio stations to broadcast. Through this ad, people will be able to hear information about the event including what it is and how they can personally get involved. The public service announcement will also include the location of the event at Miami University’s Farmer School of Business. The radio ad will also be posted on our Facebook and Instagram pages for people to click on and listen to. Instagram and Facebook posts: We will continue to post daily on the World Creativity and Innovation Day Instagram and Facebook pages so that people will be able to easily locate us on social media. This will also allow followers to interact with the page and get quick updates about the week and how they can easily participate. Instagram posts will mainly focus on pictures showing how people enjoy celebrating creativity and Facebook posts will mainly focus on timelines and information about how to get involved. Both the Instagram and Facebook pages will post content starting on the first day of the year and end once the event ends on April 21. Bloggers: We will send our message out to five bloggers who are active in the Miami University social media presence who want to get involved in World Creativity and Innovation Week/Day. The bloggers will be able to talk about their creative experiences while also advertising their week long experience across social media to thousands of viewers. Flyers: We will make and print off flyers to hang around the city of Oxford and Miami University’s campus. This will allow students walking around the community to view what World Creativity and Innovation Week/Day is and how they can easily get involved. The flyers will include our social media platforms, how they can contact our organization if they have any questions, the days of the event, and how people have benefited from the event in years past. Slant Walk Informational Booth: We will be setting up an informational booth on the corner of East High Street and South Campus Avenue. This is the perfect location as it allows us to communicate with students living on campus as well as the students living off campus walking around the uptown area. Two student representatives will work in shifts sitting at the booth throughout the week of World Creativity and Innovation Week. They will be handing out the leftover flyers we printed off to hang around the Oxford area as well as bottles of water to anyone who might be interested. Timeline: January 1- Campaign begins January 1- Begin weekly Instagram and Twitter posts February 1- Release Radio Public Service Announcement Broadcast March 1- Send out press release March 15- Distribute flyers around campus March 16- Begin twice-weekly Instagram and Twitter posts March 31- Event we plan to host April 15- World Creativity and Innovation Week begins April 21- World Creativity and Innovation Week ends April 21- Campaign ends Estimated Budget: Materials/Services Cost Flyers ? Individual flyers to be put around campus ? Print Advertisements in student paper ~$100 Social Media Posts $~100 ? ? All posts made by WCIW’s Instagram are owned Promotional advertisements on Instagram/Twitter/Facebook Radio Public Service Announcement ? This PSA will be on local radio stations for a week $~200 WCIW Event $~100 Social Media Promotions ? Reaching out to bloggers to talk about creativity Total: $~0 $~500 Evaluation: To determine how far we have come in achieving the objectives, the evaluation must be done. This includes collection of data to show the changes in the campaign. The first evaluation would be the number of followers on our Instagram page. A growing number of followers shows that we are reaching out to more people. The traffic and social media activity should also be traced on Instagram. This includes the number of impressions the page has made, the number of accounts reached, and the number of interactions with our page. This will act as a pointer of effectiveness in achieving the objectives set above. Appendix Creativity Consulting Survey **Press Release **Instagram Post **Twitter Post **Flyer Radio Public Service Announcement Script: ‘Creativity is meant to be celebrated in and outside of the classroom. That’s why World Creativity and Innovation Week allows students to express their creativity. World Creativity and Innovation Week is a part of a worldwide community dedicated to celebrating all forms of creativity. Creativity is what gets us out of bed in the morning and inspires us to exponentially expand our knowledge of the world around us. Come join us in the celebration of creativity city at Miami University on April 15-20. Students are encouraged to express their most creative selves. Because I am Creative (I am creative repeated by 4 people)’ Purchase answer to see full attachment Tags: Evaluation plan create awareness behavioral scientists World Creativity Innovation Week User generated content is uploaded by users for the purposes of learning and should be used following Studypool’s honor code & terms of service.