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1 page/≈275 words
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APA
Subject:
Communications & Media
Type:
Coursework
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English (U.S.)
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Topic:

The American High Fall Takeover

Coursework Instructions:

My group is doing a campaign book and we have to come up with a timeline. My assigned section is Goal 2, Objective 1, Strategy 1, Tactics 1 and 2

The American High Fall Takeover Revised Strategies & Tactics

GOAL: Increase awareness of American High by 1,000 SU students by January 2024

Objective 1: Have 3 local publications create content about American High by January 2024 Strategy: Pitch 5 content pieces to publications local to Syracuse by September 2023

●     Develop Media Pitch Tactic: Develop media pitches that promote American High in a positive, trendy and fun light, based on upcoming events, upcoming releases, company history or company news.

 ●     Local Media Pitch Tactic: Pitch a content piece to Syracuse.com, The Daily Orange, The Newshouse, Syracuse New Time and Moody Magazine. 

Objective 2: Have the American High brand make 3 appearances on campus by January 2024 Strategy: Attend or create 3 on campus events to promote brand awareness

●     Athletic Department Tactic: Develop a relationship with the athletic department to have an actor or actress announced at a Syracuse football or basketball game at least once before the end of 2023.

●    Orange After Dark Tactic: Create an Orange After Dark event, holding a competition or a contest that allows students to win American High merch or movie tickets as a prize.

●     Guest Speaking Tactic: Plan and carry out a guest lecture from American High CEO, Jeremy Garelick, in Goldstein Auditorium–available to all SU students/faculty to see

GOAL: To engage 1,000 SU students with American High products by January 2024

Objective 1: Establish 3 partnerships between American High and different departments/programs at SU for the Fall 2023 Semester

Strategy: Strengthen the collaboration between Newhouse and American High for the 2023 Fall Semester

Tactic: Screenwriting workshop with students taking screenwriting courses (TRF) Tactic: Offer a benchmark trip to American High studio at Liverpool (TRF or BDJ)

Tactic: Have a collaboration with the OTN show Cut for Time that can be cross-posted to both AH and CFT YouTube channels

Objective 2: Promote American High merch 3 times on campus by January 2023 Strategy: Sell or giveaway merch 3 times on campus throughout the 2023 Fall Semester

Pop-Up Shop Tactic: Register as a vendor to hold a merch pop-up shop on or near campus, with affordable merch for students as well as raffles to win other gear at the shop.

QR-Code Sticker Tactic: Post QR-code stickers all over campus that can be scanned to reveal information about upcoming American High movies, merchandise and the potential to win prizes.

Football Tailgate Tactic: Attend a football game, going to various tailgate parties, handing out American High merchandise related to drinking such as flasks and funnels.

GOAL: Obtain 1,000 followers from Syracuse University on American High’s social channels by January 2024

Objective: Increase American High’s platform on social media by obtaining followers from Syracuse University and other colleges around the country

Strategy: Create content centered around college life, which can also utilize past American High movies and the brand itself.

Short Form Video Tactic 1: Take a clip from an American High movie that is relatable to college students at that particular time, i.e. spring break, finals week, friday nights, hangover mornings, etc, and post it to Tik Tok and Instagram.

Short Form Video Tactic 2: Produce a man-on-the-street style video asking college students at Syracuse and other large campuses, funny questions or trivia. Some or all who participate or get the trivia correct could be awarded American High merchandise.

Instagram Story Takeovers: Have notable American High actors and actresses take over the Instagram story for an hour or so, answering questions that were posed from fans. The talent could promote this on their own social platforms beforehand to draw new fans to American High. Preferably talent that fits the target demographic of college students.

Coursework Sample Content Preview:

Collaboration Between American High and Syracuse University
Student Name
Institutional Affiliation
Instructor's Name
Date
Objective 1
September 1: Begin developing relationships with the Syracuse University departments and programs by reaching out to relevant personnel and introducing the idea of forming a partnership with American High.
September 17: Work with the departments and programs to select a suitable project for collaboration and coordinate logistics such as scheduling, transportation, and accommodations.
November 1: Finalize details with Newhouse School of Communications representatives, and ensure that all parties are on board with the plan.
November 4: Design and order American High merchandise for giveaways at events leading up to the partnership project, such as flasks and funnels.
November 19: Ramp up promotion of the collaboration, including social media posts, email blasts, and outreach to local media to promote the upcoming partnership project with American High.
December 1: One month prior to the project, reach out to @BarstoolCuse, an influencer, to ensure that they will post about the project on their Twitter account and help spread the word.
December 10: Execute the project, making sure that all logistical details are in order and that students are excited about the opportunity to collaborate with American High.
December 19: Monitor progress, ensuring that the project is on track to engage at least 1000 students with American High pro...
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