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Maria Pangori

Professor Stashower
Integrated Marketing Communications
28 September 2015

Creative Brief: Tim Russert Department of Communication & Theatre Arts

Overview: Tim Russert Department of Communication & Theatre Arts is the single largest
department in the School of Arts and Sciences at John Carroll University. The department
focuses on developing its students from the three principles of inquiry, integrity, and involvement
and provides them with both the knowledge and experience necessary for success in the
professional world. The major programs of study include Integrated Marketing Communication,
Journalism, Persuasive and Relational Communication, Theatre, Visual Media, and General
Communication and the minor programs of study include Theatre Arts, Political Communication
and General Communication.

Target Audience: The John Carroll University Tim Russert Department of Communications
target audience includes two groups: (1) high school students and incoming freshman interested
in studying visual, oral, multimedia or written communication, and (2) current enrolled John
Carroll students who are undecided in his or her field of study. Both of these groups seeks to
improve and develop creating, presenting, evaluating, and analyzing messages critically,
creatively, ethically, and effectively.

Communication Objectives (purpose/challenge): The Tim Russert Department of


Communication prepares its students to be fully able to develop a message and effectively
communicate that message in the professional world.

Product Features and Benefits: This particular department features giving students experience
outside the classroom through internships, co-curricular activities, and professional societies.
These ways of direct involvement and exposure to the field benefit students by developing their
skills for future success.

Positioning of the Product (key insight): To students interested in pursuing a Communications


bachelors degree, John Carroll Universitys Tim Russert Department of Communication is the
best collegial communication program because it not only educates the students in the classroom,
but also gives them the most important knowledge of experience.

Key Consumer Benefit: Alumni of the Tim Russert Department of Communication from the
experience the department provides will become leaders of communication, just like the alumni
Tim Russerts, one of the United States leading journalists.

*Creative Strategy
*Tone
*Slogan or tagline
*logo
*How will success be measured: This measurement of the programs success will be
determined on how much enrollment has increased and the stated preferences of current students.

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