The Signpost is Weber State University’s (WSU) student-run news organization. The Signpost allows students the opportunity to gain real-world experience in journalism, graphic design and videography. Aside from helping students practice their craft, The Signpost provides news about all things Weber State. It is an award-winning newspaper, yet readership rates are low. The goal of this full campaign is to increase student readership of The Signpost. It will extend through the 2015-16 academic year.
BACKGROUND & PRIMARY RESEARCH (FALL 2015)
– Conducted a content analysis of two years of the newspaper to assess the content that appears above the fold
-Conducted student focus group sessions to gauge interest in the paper, motivations for consuming news, and the channels of consumption on a qualitative level
– Conducted interviews with faculty from across the university to gauge interest in the paper, and possibilities for usage in the classroom
– Conducted a campus-wide survey of students to gauge interest in the paper, motivations for consuming news, and the channels of consumption on a quantitative level
CAMPAIGN DEVELOPMENT & IMPLEMENTATION (SPRING 2016)
-Results of primary research will drive development of a strategic action plan that will be implemented in Spring 2016.
Account Executive: Caysem Johnson
Team: Michelle Strickland, Lauren Houskeeper, Anthony Pham, Dakoda Anderson, Thais Stewart