As a new campus organization with a specific focus, the McCluskey Center for Violence Prevention (MCVP) has struggled to establish itself in the campus community during the year since its creation. In spite of the Center’s worthy cause, it has not seen the level of student engagement and social media following enjoyed by other similar campus organizations at the University. As Project Manager, I led the team through research and development through a number of channels and utilizing a variety of sources. This research included an initial interview with a representative from the McCluskey Center ; an online interview conducted with individuals both on and off campus; a focus group conducted with people from the campus community; and secondary research on University student statistics, student organizations on campus, and similar organizations in the United States.
Using this research, we developed the following: a situation analysis examining the McCluskey Center ’s current position at the University; a target market analysis summarizing the views and behaviors of University students and analyzing the strategies of other organizations on campus; a series of objectives, strategies, and tactics intended to help the Center advance their mission; and an evaluation plan for the Center to determine if the strategies were successful once they have been fully implemented.
Our team crafted the following strategies:
Increase social media following and engagement by 25% by the end of the 2021-2022 school year
Form an official partnership with the University’s LGBT Center by May 1, 2022
Host an informational event on campus during the 2021-2022 academic year that is attended by at least 20 students
By following these objectives, the McCluskey Center will be able to increase recognition among and engagement with students at the University of Utah, which will subsequently help the Center to advance its mission to eliminate relationship and sexual violence among college students.
Click on the above image to review final plan