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IMC Marketing Campaign

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This IMC Marketing Campaign was targeted towards out of state students to attend an event in Chicago in efforts of recruiting for Robert Morris University, Chicago.

This IMC Marketing Campaign was targeted towards out of state students to attend an event in Chicago in efforts of recruiting for Robert Morris University, Chicago.

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Transcript

  • 1. Robert Morris UniversityJennifer Murdix Brittanie WalkerAccount Executive Media PlannerCreativeMedia BuyerQuenton Madison-Miller Kenneth LayMedia Planner
  • 2. K The ClientBetsy Malm• Dean of Admissions at Robert Morris University• Objective is to promote a specific event that would engage target market’s interest.
  • 3. K The Target MarketBased on a Geographic Segmentation• Out of state students particularly from Florida, Texas, and California interested in any medical program.
  • 4. K The Product•Education at RMU’s College of Nursing and HealthStudies•A Day in Chicago for 100 out of state students toattend
  • 5. Q Benefits of RMU’s Medical Program•Not-for-profit University with tuition rate oneof the lowest in the state of Illinois•Accelerated program year-round scheduling toobtain degree faster•Nursing students are well prepared for examssuch as the NCLEX-RN exam•All students fulfill clinical requirements at topChicago-area hospitals•Nearly 100% of RMU students that havegraduated find a career in the field
  • 6. Q Price• Tuition: $7,400 per quarter• No out of state tuition• One of the most affordable private Universities in Illinois• Grants more than $22 million in scholarships annually
  • 7. Q The CompetitionUniversity of Illinois at ChicagoLoyolaNorthwestern
  • 8. B Place-• A Day in Chicago takes place on June 21- 22 at 10 A.M.• Tour the great heights of what the city of Chicago has to offer• Tour Robert Morris University• Ride on a Double Decker tour bus to explore the heart of downtown• Rush Hospital• Chicago’s Museum of Science and Industry• The University Center dorms
  • 9. B Current Promotions• Spring Campus Visit (February; generally Juniors and some Seniors)• Summer in the City (July; students entering their Senior year)• Weekend Away at College (August; students entering their Senior year)• Fall Campus Visit Day (October; mostly Seniors)• Faculty Scholars Brunch (December; Seniors with an ACT score above 24)
  • 10. B The Problem• Getting 100 out of state students to attend our day in Chicago
  • 11. K IMC Objective• Build brand’s image
  • 12. KCurrent Logos
  • 13. JNew Logo
  • 14. J Budget1,000 Posters 1,000 Brochures Shipping for Brochures and PostersE-Mails News Release Ad 100 T-ShirtsMuseum Group Fare Trolley & Double Decker Tour Rush HospitalFood 5% 5% 2% 14% 0% 0% 3% 12% 32% 27% Total=$4,722.30
  • 15. J $277.70 Left Over For:• Charitable donation incentive For every person that attends this event $2 will be donated towards cancer research A possible $200 donation to cancer research
  • 16. J Budget Continued• Remainder of budget goes towards ▫ Newly formed club ▫ Organ and Tissue Donation ▫ Students will receive free membership to the club and will receive further information about it during their tour of RMU
  • 17. B A Day in Chicago• Tour Robert Morris University• Ride on a Trolley or Double Decker A Double Decker holds up to 72 passengers Tour the city Stop at Chicago’s Rush Hospital Stop at Chicago’s Museum of Science and Industry
  • 18. B A Day in Chicago Continued• Spend the night in the University Center Dorms ▫ Play movies and games •Eat Bacci’s pizza and pasta •Breakfast from Corner Bakery
  • 19. J E-mail•Free to send•Hyper link toFacebook page•Hyper link to RMU’swebsite•What participants canexpect•Images of downtown•Scheduled: April
  • 20. J Poster•Appeal of the water•What to expect•New logo and slogan•11”x 17”•1,000 for $229•Scheduled: May 1st
  • 21. QTri-Fold Brochure
  • 22. QTri-Fold Brochure
  • 23. Q Tri-Fold Brochure•New image of city other thansky line•Ties in with overall project•8.5” x 11”•1,000 for $291•Scheduled: June 1st
  • 24. J T-Shirts•100 T-shirts for $525plus $50-60 shipping fee•Given to attendeesduring RMU tour
  • 25. J• ½ Page ad• $160• Scheduled: June 21st
  • 26. J Sources•http://www.robertmorris.edu/employers/advisory/health/•http://www.robertmorris.edu/healthstudies/nursing/presentation/•http://www.coachusa.com/chicagotrolley/custom-group-tours/chicago-highlights.asp•http://www.cornerbakerycafe.com/Catering/CateringMenu.aspx?category=1036•http://www.baccipizza.com/catering.cfm•http://www.printoutlet.us/•http://www.msichicago.org/visit-the-museum/museum-info/groups/•http://www.greenpromoting.com/•http://www.giftofhope.org/

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