1. The Office of Social Media
Project Communication Plan for:
The University of Texas-Pan American
Office of Social Media
UTPA World AIDS Day
Media Stunt
Version 0.0: 101310
Presented by: Chelse Benham

2. Project Communication Plan
Proposed Media Stunt Project
The University of Texas-Pan American’s Office of Social Media wants to create a
media stunt so large that it will generate regional, national and possibly,
international attention for UTPA. We propose to create a world-record size
Facebook “Like” button sign on our campus, situated in the quad, made from
inflated condoms. The event would take place on December 1, 2010 for the
globally recognized World AIDS Day http://www.avert.org/world-aids-day.htm
The west quadrant
During the event, we would like students, staff,
faculty and community members to participate in
the building of the giant sign. Also, we would like
people to release helium filled red balloons with
notes attached that have on them code numbers,
instructions for logging in the code and written
personal stories and/or feelings about AIDS
awareness. We hope people find these balloons
and follow preprinted directions to log on and visit
the UTPA Fan page and blog created for the event.
Concluding the event, we would like to have a
candlelight vigil commemorating the people who
have contracted and died from AIDS and those loved ones who have suffered
with them.
AUTHORED BY CHELSEBENAM CONFIDENTIAL
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3. PROJECT COMMUNICATION PLAN
In addition, we want people to bring and contribute red bandanas to the event to
be tied end-to-end to make a long red ribbon that will be looped at the top right
corner of the sign as a giant AIDS Awareness symbol of support.
The red ribbon will be
made from bandanas,
the sign will be made
from blue, black, clear
condoms
During the event, student and community organizations will set up booths around
the event site to sell food and drink and/or
provide information about their organizations.
We will work with UPB to set up a
performance stage where student bands and
performers are welcome to perform for free.
We want to encourage as much student
participation as possible.
We hope to enlist faculty experts to speak with
the media about issues regarding border health and AIDS awareness. We will
invite the local news stations to come and cover the event and we will contact
officials from Guinness Book of World Records to officiate the record-setting
moment. We would also like our state representatives Aaron Pena and Juan
Hinojosa, and city officials to come out in support.
We hope to organize a helicopter fly-by with a news station to videotape the large
“Like” sign and the crowd on the campus. During the event, copious video
footage, photographs and interviews will be taken and uploaded to the
University’s various social media channels (previously built). There will be:
• A UTPA Facebook Fan Page (linked to the UTPA Website) linked to
Twitter – create hash tag of the event and share on all promotional
materials.
• A Blog – We will upload video and pictures to the blog. We will encourage
people to visit the blog and provide their stories and feelings.
• A Flikr account showcasing all the pictures from the event
• A UTPA AIDS Awareness Day YouTube Channel airing all the footage
from the event
• Geo-location social network recommendations for Yelp, Foursquare,
Whrrl, Buzz and Gowalla – post the event on these networks
• Build a smart phone app- We believe we will be granted special access
with Google developers to be in on a beta program that will allow us to
build a smart phone app for the event. We are currently awaiting approval.
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4. PROJECT COMMUNICATION PLAN
• Media release – We will work closely with the Office of University
Relations and work closely with local media
• Contact Guinness Book of World Records to ensure we are listed for the
event.
•
The Office of Social Media goals are:
• We believe that building a Facebook “Like” button and supporting AIDS
awareness provides several positive outcomes:
1. Facebook’s popularity is at an all time high. The organization may
well pick up the story for its own promotional use. This would
provide enormous exposure globally.
2. The “Like” button is synonymous to FB fan pages and the message
created by using it means having people go to The University of
Texas-Pan American’s official fan page and like us. We expect to
generate more traffic to the fan page and ultimately, to the
University’s website.
3. Building the enormous sign from inflated condoms generates the
possibility to:
 Create a world record
 Interesting novelty angle for the media
 Rides on the “coattails” of the global attention paid to AIDS
awareness already in existence; greater chance for national
news to take interest in our event.
 Create a positive image about the use of condoms among
students that leads to greater use of them – change in
behavior.
 Inexpensive building material. Possibly able to have all the
condoms donated to the event.
 Creates a direct correlation between condom use and
protected sex from contracting STDs. It’s a relevant material
to use.
 Generate local, national and international news interest.
 Create the impression that UTPA students are engaged and
active in global issues.
 Rallies the campus community to participate, as a whole, in
something that generates prestigious attention for the
University.
 Creates an event that allows for everyone to participate if
they choose to. Creates a general sense of excitement and
buzz for the campus.
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5. PROJECT COMMUNICATION PLAN
 Creates the first event of this type for UTPA and possibly,
the UT System.
 Generates continuous traffic with visitors, to the FB fan page
and UTPA AIDS Awareness blog, able to write their feelings
and comments about AIDS. The event could provide a social
commentary about AIDS in a bi-cultural, border community
long term.
The Office of Social Media is currently working with many departments that might
be interested in participating in this event, as we provide social media assistance
to them already. We can speak with departments to enlist their support and
participation. There are many possible stakeholders. They include (but not limited
to) the following:
UTPA Stakeholders
Student Organizations – Greek, SGA, Baccus & Gamma, LGBT, etc.
Dean of Students Office
University Program Board
UTPA Faculty with interest in this area
Border Health Office
UTPA Health Clinic
Office of University Relations
Wellness and Recreation Center
Residency Life – Dorms
Art and Engineering students
Community Stakeholders
State Representative, Aaron Pena and Sen. Juan Hinojosa
City Officials
Planned Parenthood
Valley AIDS Council
National Minority AIDS Council
Facebook Representatives
Women health clinics
Renaissance Hospital
Guinness Book of World Records
National Youth Advocacy Coalition
Google (possibly)
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6. PROJECT COMMUNICATION PLAN
Team structure
The Office of Social Media will be responsible for the orchestration and execution
of the UTPA WOLRD AIDS DAY MEDIA STUNT.
Members of the Office of Social Media
Chelse Benham – Head of the Office of Social Media & Director of the Social
Media Internship (SMI)
Jessica Rodriguez –SMI Assistant Director
Mario Mora – Intern
Jackeline Leyva – Intern
Jose Garrido – Intern
Elizabeth Ramirez – Intern
Ana Cantu – Intern
Christina Alvarez – Intern
Bruno Prada – Intern
Monica Angulo – Intern
Krizia Velez – Intern
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7. PROJECT COMMUNICATION PLAN
VP of Institutional
Advancement
&
Executive Dir. Of
Marketing
Office of Social Media will receive
approval from the administration
before initiating the media stunt
Office of Social
Media
Project timeline
Responsibilities
Resources
will be indentified
Contact Contact
stakeholders stakeholders
within UTPA within the
Health Clinic community
Student Orgs. Planned
Expert Faculty Parenthood
Border Health News stations
Office
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8. PROJECT COMMUNICATION PLAN
Team assignments
[Project Name] project team
Name of team Team goals Team leads Team roles
Office of Social Media Contact stakeholders, Chelse Benham
organizations, obtain
resources,
Office of University Sandra Quintanilla Media releases and
Relations contact of new stations
Office of Dean of ?
Students
Greek Council ?
SGA ?
***More may be indentified
Team roles and responsibilities
***These will be determined at a later date after approval
Risks and issues
Potential exceptions and problems
• IMPORTANT: Not acting on this proposed media stunt immediately
closing the gap in which it can be orchestrated. The Event must
initiate two days prior to the actual day of the event. Building the
sign platform must begin on November 29. A decision for this event
must be expedited.
• There isn’t enough participation to achieve the expected result
• Unable to obtain the resources – condoms, manpower, cardboard, tape,
chalk
• Logistics breakdown – condoms deflate, rain occurs
• We don’t generate enough interest from the media
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9. PROJECT COMMUNICATION PLAN
Appropriate corrective measures
• We get stakeholder commitment to participate before releasing
information about the event – Hold a planning meeting with campus
stakeholders
• We lock down the resources needed – condoms, cardboard, helium
balloons, performance stage with sound equipment, media support
• We release information two weeks in advance of the event to all local
media stations
• We create a chalk campaign on campus inviting the campus community to
participate in the event
• We promote the event on the social media channels created for it – Fan
page, blog, twitter
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