Zenith Experiential, Los Angeles (ZenX-LA)

Executive Summary

This PR plan is presented for California State University, Los Angeles (Cal State LA)'s Communication Department, which is part of the College of Arts & Letters. Cal State LA has provided students with educational opportunities since its doors opened in 1947. The College of Arts and Letters has created a nurturing community that allows the Communication Studies department to thrive in the eastern region of Los Angeles, peering out at the unique San Gabriel Mountains. The department offers undergraduate and master’s degrees in the arts programs and provides the only prison-based BA completion program in all of California. Communication Studies at Cal State LA honors their diverse working-class student population and understands the necessity of inclusivity on campus. The department and professors work together to create a welcoming environment where students can combine their education with their personal needs, whether on campus or completely remote, part-time or full-time; this department was created for the students.

Additional information about what the program offers can be found on the Communication Studies Department's website: https://www.calstatela.edu/al/communication-studies. 

Ultimately, The Communication Studies department “transforms lives and sustains thriving communities and cultures. We develop and amplify our students’ unique talents, diverse life experiences, and intellects through the study and practice of the Arts and Humanities so that they can tell meaningful stories, forge their professional pathways, and inspire their communities” (Cal State LA, College of Arts & Letters). The department values academic excellence, community, creativity, diversity, generosity, inclusiveness, interdisciplinarity, passion and commitment, dedication, public engagement, and social justice (Cal State LA, College of Arts & Letters). 

This plan was put together by the Earned Media Team in a course created for undergraduate seniors in Mass Communication. The course was COMM 4390 - Capstone: Mass Communication Option, where over 40 students worked in groups to envision strategies that would effectively raise enrollment for the department. Our ideas were implemented within the next academic year. 

The Plan Put Together

Table of Contents

Brand Background, Target Audience, and Situation Analysis

Mission and Vision Statement and Objectives & Key Messages

Strategy #1 — Project Rebound

Strategy #2 — The Media Kit

Full Brochure available here. 

Strategy #3 — Using Social Media

Timeline and Evaluation

Appendix — Competition Analysis and Call Reports

References and Additional Notes

Note: This PR Plan was a group capstone for a graduation-required class project that consisted of five other collaborators. I was the Account Executive/Supervisor/Manager. My main responsibilities were as follows: