Question: List the specific underrepresented audience, message, strategy and tactics to effectively reach the group that you identified. EXAMPLE: to encourage athletes to consider college Audience:

List the specific underrepresented audience, message, strategy and tactics to effectively reach the group that you identified.

EXAMPLE: to encourage athletes to consider college

Audience: Student athletes from under-represented populations Message: Make college part of your future...and your passion for sports. Check out our athletic scholarships Strategy: Reach out to high school coaches to encourage them to have student athletes apply to college and for scholarship. Tactics: Buy contact list for all high school coaches within 50 miles of campus. Invite them to join Zoom webinar on sport programs and scholarships-opportunity to win $1,000 for sport uniforms. After Zoom, send them college application and scholarship forms for minority athletes and link to website with ten university tee shirts for students who he recommends aply..

1. To encourage students and parents to consider college and take steps to apply

2. Generate understanding that higher education is the key to a good job

3. Convince students and parents to seek more information and visit the campus

Part 3 298 Strato Case Activity_ A Campaign to Increase Student Diversity A state university in the Midwest wants to increase the number of students from multicultural backgrounds. Surveys show that Native Americans, African American TH Hispanic, and Asian American students are under represented in terms of reflecting the state's percentage of minorities in the general population University officials want to reach minority high school students in neighborhoods and schools that have a high concentration of these under-represented groups. The campaign would have the theme "Make College Part of Your Future and provide students and their parents information about the advantages of going to college. Your public relations firm is awarded a $350,000 con tract for a year long program. The campaign objectives are threefold: Encourage students and parents to consider college and take steps to apply Generate understanding that higher education is the key to a good job Convince students and parents to seek more informa- tion and visit the campus This campaign is not a 'one size fits all" situation. What strategies and tactics would you do to effectively reach all of these under-represented groups

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