Accelerated MBA Program:A Media Plan for the University of Denver Jonathan Howell Brittany Rubinstein Kellie Bonham Katherine Short
Media Objectives: Create Awareness Promote the “speed” benefit Be memorable Attract more prospective students than our competitors Monthly reminders
Target Audience: Primary Target: Current business students who are sophomores and juniors at Rice Houston 3,000 SMU Dallas 11,000 Dennison Ohio 2,000 Trinity San Antonio 2,500 Specifically those on the Dean’s List Thinking about grad school, but concerned about the money and time Secondary Target: Parents and college advisors
Media Habits of the Target Audience: Internet Very technologically inclined Amazon.com Magazines Sports Illustrated Cosmo Television MTV Sports Radio 1075 Alice 105 Alice Cooper Show
Why Are We Excited? Internet - Goal: Amazon.com Print - Goal: School Newspapers Guerilla - Goal: Relay Event/ Shoe Giveaway!
Rationale for Media Selection: Internet: Coincides with speed focus Provides the greatest amount of reach and frequency Cost efficient Print: Personalized form of promotion Increases exclusiveness of offer Response rate increase due to promotional gift Guerilla Events: Interactive promotion Gainrecognition at each school Create buzz Associate DU with creativity, fun, and teamwork
Internet Marketing: Interactive website Upcoming events and important dates Prospective students have the option of receiving emails about updates Q and A Available courses New student integration events calendar Collaborate with Amazon.com/ Facebook Increase reach to all students buying school books online ‘Choose one’ interactive caption Caption directs student to website
Print Ads: “Choose One” Campaign Comparative images - Simple - Authoritative - Direct “One Year. One Future” - Focus on the speed of the program - No sacrifice to quality of education - Image and slogans directly correlate to program features.
Concepts: Elevator vs. Stairs Fast Car vs. Old Bicycle Hurdles vs. Straightaway
Conclusion: The Accelerated MBA Program offered by the University of Denver has great potential By utilizing the outlined media strategy, combined with the DU brand name, this product will succeed!