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The National Student Exchange Campaign
Austin Bennett, Skylar Fought, Sarah Henderson, Haley Keding and Breyanna Tripp
Team Adventure
Kent State University

Team Adventure 1

Table of Contents
Executive Summary…………………………………………………………………………… 4
I. Research………………………………………………………………………………….. 5
A. Primary Research……………………………………………………………….... 5
B. Secondary Research……………………………………………………………… 7
C. Research Summary….......…………………………………..…………………… 9
D. Formal Research Recommendations…………….……………………………….. 9
II. Situational Analysis…………………………………………………………………….. 11
A. Client Description………………………………………………………………. 11
B. Perceptions and Obstacles……………………………………………………… 12
C. Internal Factors…………………………………………………………………. 14
D. Communications and Marketing Analysis……………………………………... 15
E. Environmental Factors…………………………………………………………. 16
F. Competitor Analysis……………………….………………………………....… 17
III. Problem Statement …………………………………………………………………..… 19
IV. Publics………………………………………………………………………………..... 19
A. Primary……………………………………………………………………..…... 20
B. Secondary…………………………………………………………………...….. 21
V. Objectives…………………………………………………………………………….... 22
VI. Themes and Key Messages………………………………………....………....….......... 22
A. Theme…………………………………………………………………………... 22
B. Key Messages…………………………………………………………....……... 22
VII. Strategies and Tactics………………………………………………………………...… 23
A. ….……………………………………………………………………………...... 23
B. …………………………………………………………………………………... 29
C. …………………………………………………………………………………... 30
D. …………………………………………………………………………………... 31
VIII. Budget…………………………………………………………………………………... 32
A. Bulk Order Print Media……………………………………………………….... 32
B. Online and Social Media Tactics……………………………………………….. 33
C. Small-scale face-to-face Tactics………………………………………………... 34
D. Large-scale face-to-face Tactics………………………………………………... 37
E. Freshman Psychology Tactics………………………………………………….. 39
F. Freshman Biology Tactics…...…………………………………………………. 40
G. Freshman Business Management Tactics………………………………………. 41
H. Research………………………………………………………………………… 41
IX. Timeline………………………………………………………………………………… 42
A. Bulk Order Print Media………………………………………………………… 42
B. Online and Social Media Tactics……………………………………………….. 42
C. Small-scale face-to-face Tactics………………………………………………... 43
D. Large-scale face-to-face Tactics………………………………………………... 45
E. Freshman Psychology Tactics…………………………………………………... 47
F. Freshman Biology Tactics……………………………………………………… 47
G. Freshman Business Management Tactics………………………………………. 48
X. Evaluation………………………………………………………………………………. 48

Team Adventure 2

A. Participation…………………………………………………………………….. 48
B. Awareness and Excitement……………………………………………………... 48

Team Adventure 3

Executive Summary
Kent State’s National Student Exchange is a study away program available for any
undergraduate student enrolled at the university who has sophomore status or higher. The
National Student Exchange gives students the ability to study away for a semester or one
academic year at any of the program’s schools. The cost is equivalent to what the student pays
for tuition at Kent State, plus transportation and living costs at their host campus.
The National Student Exchange faces a lack of awareness, excitement and participation
among the Kent State student and faculty population. With more than 22,000 undergraduate
students enrolled, an average of seven to 13 students study away with the National Student
Exchange program each year. In order to successfully reach the undergraduate student
population, we narrowed our publics to Kent campus undergraduate students, freshman
psychology students, freshman biology students and freshman business management students.
To increase awareness, excitement and participation within these publics, we created a
two year plan that includes objectives, strategies and tactics filled with print and digital media,
along with small and large scale face-to-face tactics. Through print and digital media, we will
connect with students and generate awareness for upcoming events. We partnered with groups
associated with specific majors to help promote National Student Exchange events and build a
relationship with each key public. Finally, to include the entire campus and show any student is a
good fit for the program, we created larger scale events that will encourage students to
participate in fun activities and inform them about the National Student Exchange.

Team Adventure 4

I. Research - National Student Exchange
A. Primary Research
● Face-to-Face Interviews: Conducted in-person interviews with the client.
○ Pamela Jones, academic program and student development coordinator at
Kent State.
■ Discoveries: Gained an understanding of the client’s expectations,
the history of the National Student Exchange at Kent State and the
program’s lack of awareness and excitement on campus.
○ Joel Hughes, undergraduate coordinator and director of the Applied
Psychology Center
■ Discoveries: Learned Hughes had never heard of the National
Student Exchange but would promote it if he had more
information.
● Email Interviews: Conducted email interviews with the National Student
Exchange President and advisors. Consulted Kent State academic and study
abroad advisors. Also interviewed random Kent State students who are potential
and current exchange program participants.
○ Bette Worley, National Student Exchange president
■ Discoveries: Learned the 2013 participant demographics and other
influential factors. Also learned which schools send and accept the
greatest number of students.
○ Theresa R. Conley, campus advisor at University of Minnesota Twin
Cities
○ Annie Dupéré, campus advisor at Universite de Sherbrooke
○ Sheila Brennan, campus advisor at University of Massachusetts Amherst
○ Robert Burford, campus advisor at University of New Mexico
■ Discoveries: Learned campus advisors’ individual marketing
techniques for the National Student Exchange and student
participant demographics.
○ Elizabeth Davis, education abroad and exchange student advisor in the
Office of Global Education at Kent State
○ Nick Vasiloff, education abroad and exchange student advisor in the
Office of Global Education at Kent State
■ Discoveries: Learned the annual number of students who
participate in study abroad and how the program communicates
with prospective participants.
○ Nicole Kotlan, academic advisor in the College of Business
Administration at Kent State
○ Amy Kittle, academic advisor in the College of Business Administration
International Programs Office at Kent State

Team Adventure 5

■ Discoveries: Found the most popular business major for freshmen
is business management. Discovered advisors keep students aware
of NSE program but study abroad is more popular among students.
○ Gail Kovach-Spalsbury, academic advisor for biology majors in the
College of Arts and Sciences
■ Discoveries: Found biology students get their information through
e-mail announcements.
○ Jazmine Woods, junior communications studies major at Kent State
■ Discoveries: Learned Woods currently studies at New Jersey City
University through the National Student Exchange. Also learned
how Woods became aware of the National Student Exchange at
Kent State and her opinion of the program.
○ Heather Miller, sophomore psychology major at Kent State
○ Nathan Thomas, junior psychology major at Kent State
○ Justin Leiter, junior psychology major at Kent State
■ Discoveries: Learned students’ awareness of the National Student
Exchange. Discovered students’ willingness to participate and
potential barriers for participation.









Austin Parker, sophomore biology major at Kent State
Emily Creque, sophomore biology major at Kent State
Michelle Gerhardt, sophomore biology major at Kent State
Kaitlyn Gerhardt, sophomore biology major at Kent State
Troy Kotsch, junior biology major at Kent State
Jenna Liondecker, junior biology major at Kent State
Gina Poulson, junior biology major at Kent State
Alisha Cope, senior biology major at Kent State.
■ Discoveries: Learned the biology students’ opinions of the
National Student Exchange. Uncovered potential barriers for
biology majors. Discovered students primarily learn about inschool events through email notifications and newsletters.








Megan Greives, sophomore business management major at Kent State
Amanda Loveland, sophomore business management major at Kent State
Nicole Allen, junior entrepreneurship major at Kent State
Davis Troyer, junior finance major at Kent State
Ben Blake, senior business management major at Kent State
Rachel Parker, senior marketing major at Kent State
■ Discoveries: Learned an awareness issue exists among business
students. The students liked the idea of the National Student
Exchange, but barriers kept them from applying. Discovered
students primarily learn about in-school events through email
notifications and in-class presentations.

Team Adventure 6

○ Chelsea Bollinger, president of Delta Sigma Pi, College of Business
Administration Fraternity
■ Discoveries: Found the number of active members and pledges,
the fees and required meetings.
○ Chloe Kuncel, secretary of Psychology Club
■ Discoveries: Found the number of active members, what kinds of
meetings they have and that they have not partnered with an
organization before but are interested in doing it.
● Phone Interview: Conducted a phone interview with a psychology academic
advisor in the College of Arts and Sciences at Kent State.
○ Laura Hilliker, psychology academic advisor at Kent State
■ Discoveries: Found the number of freshman psychology majors at
Kent State and her opinion about study away programs.
B. Secondary Research
● Print Sources
○ Information folder provided by Pamela Jones, academic program
coordinator for Kent State’s National Student Exchange
■ Discoveries: Given a list of where Kent students traveled in the
past and a packet of pictures from their trips. The folder also
included a National Student Exchange fact sheet, a copy of the
program’s student guide of policies and procedures, and a draft of
the exchange application for fall 2015 and spring 2016.
● Online Sources
○ Reviewed the Kent State National Student Exchange website and learned
about the exchange program, including the requirements for students,
costs and the time and location of information sessions.
http://www.kent.edu/nse
○ Reviewed the National Student Exchange website. Found the 2013
student demographics, the schools involved and advantages of the
program.
http://www.nse.org
http://www.nse.org/exchange/ssurvey.asp
○ Reviewed the psychology major roadmap to see if clinical studies or
internships were a graduation requirement.
http://provostdata.kent.edu/roadmapweb/2014/ASBSPSYC.pdf
○ Reviewed an online fact sheet about the top majors for the incoming
freshman class at Kent State.
http://www2.kent.edu/about/facts/studentbody.cfm

Team Adventure 7

○ Reviewed the student enrollment trends at Kent State to learn the number
of freshman business management majors.
http://rpie-dev.kent.edu/Reports/StudentEnrollment.aspx
○ Reviewed an annual safety report and a breakdown of the crimes at
University of Hawaii at Manoa.
http://www.hawaii.edu/security/resources/PDFs/annual_report14.pdf
○ Reviewed an annual safety report and a breakdown of the crimes at Kent
State.
http://www2.kent.edu/publicsafety/upload/2014-kcasrrev.pdf
○ Reviewed an article about crime rates in Manoa, Hawaii and discovered an
increase in crimes for 2014.
http://www.hawaiinewsnow.com/story/22698954/
○ Reviewed an article about Kent State’s undergraduate enrollment
numbers.
http://colleges.usnews.rankingsandreviews.com/bestcolleges/search?name=Kent+State+University&enrollmentmin=0&enrollment-max=14000&tuition-min=5000&tuitionmax=50000&acceptance-min=10&acceptancemax=90&major=&spp=25&page=1
○ Reviewed an article about the undergraduate student enrollment at the
University of New Mexico.
http://colleges.usnews.rankingsandreviews.com/bestcolleges/search?name=University+of+New+Mexico&state=
○ Reviewed the Kent State study abroad website to learn how it compares to
the National Student Exchange.
http://www.kent.edu/globaleducation/education-abroad
○ Reviewed the Kent State undergraduate credit requirements for
graduation.
http://www2.kent.edu/catalog/2013/info/policies?policy=chr
○ Reviewed the website for Kent State’s ‘Got 15?’ campaign to see its effect
on Kent State students and their ability to participate in the National
Student Exchange.
http://www.kent.edu/got15
○ Review the University Communications & Marketing staff website to see
who is in charge of website creation and content.
http://www2.kent.edu/ucm/about/staff/index.cfm

Team Adventure 8

C. Research Summary
The primary and secondary research revealed students and staff are unaware of the
National Student Exchange (NSE). After informing psychology, biology and business majors
about NSE, the students expressed interest in the program. However, these students said certain
obstacles, including jobs, family and credit transfers, would keep them from participating.
Advisors often fail to inform their students about NSE because advisors themselves, are
uninformed.
D. Formal Research Recommendations
For further research, conduct three surveys of Kent State students to formally evaluate
their awareness of NSE and assess a change in behavior and awareness of the program. Before
the campaign begins, send out a survey through email in January 2015 to evaluate the general
level of awareness of NSE among Kent State students before the campaign begins. These will be
sent out to all students and faculty enrolled at the Kent campus. Sample questions for all surveys
include:
● Which best describes your impression of the National Student Exchange at Kent
State?
○ I’ve never heard of it
○ I know almost nothing about it
○ I know some, but would like to learn more
○ I am well informed about NSE but am not interested in participating
○ I am well informed and plan to apply to study away
● Which characteristic of studying away with NSE is most attractive to you?

Team Adventure 9


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