Justine Baughan: Rexburg College of Massage Therapy Community Outreach and Publicity

Public Relations

Justine Baughan’s Project Overview

The Rexburg College of Massage Therapy (RCMT) was founded in September 2013; Shane Humphrey opened the college because of the area’s continual interest in the massage therapy industry. Since opening, there have been six to eight different Directors of Education; and just in the last six months, there have been two. This has caused a negative view and PR for the college within the community. This issue has caused the overall curriculum to be very unorganized and inconsistent. Since hiring the new Director of Education, Lori Stevens, who comes with 20+ years of experience in the massage therapy industry, she has prioritized solidifying and organizing the curriculum so the students can have a positive learning experience. RCMT is now an accredited institution that has begun to benefit its overall public presence. Classes currently include some of the latest technologies and techniques that will assist students as they work to obtain their massage therapy license.

I developed a PR campaign for the Rexburg College of Massage Therapy to improve its positive public image and awareness within the community. To complete my project, I developed and completed four main strategies. (1) Plan and implement events for the Rexburg College of Massage Therapy and have attendees take a survey for feedback. (2) Develop a solid social media strategy for the Rexburg College of Massage Therapy. (3) Suggest including a blog section on the Rexburg College of Massage Therapy website. (4) Determine a day and week of the month open house events will be held. 

To accomplish these goals, I will assist in career fairs and open house events, advertise upcoming events on social media, and create graphics for social media. Along with those things, I used my professional communication skills to properly communicate with the community of Rexburg, Idaho, Southeast Idaho, and other areas that seemed fit to target based on our target audience.

A few significant aspects of my project were to look for new and unique ways to improve the face of RCMT’s social media pages and website. The college currently has someone who updates its website, but the overall website has yet to have significant updates in years. I suggested two things that will help RCMT in these areas. The first was creating a brand style guide with set fonts, colors, and logos that can continue to be used for all promotional materials, social media, and website needs for years to come. The second was creating a section on the website for blog posts on relevant topics that would be interesting or helpful to our target audience. 

I’m very proud of this project and all the hours that I put into it. Click the buttons below to view additional materials created for this project!