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Accelerated Mba Program

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Marketing Plan for DU One Year MBA Program (Simulation)

Marketing Plan for DU One Year MBA Program (Simulation)

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  • 1. Accelerated MBA Program:A Media Plan for the University of Denver
    Jonathan Howell
    Brittany Rubinstein
    Kellie Bonham
    Katherine Short
  • 2. Media Objectives:
    Create Awareness
    Promote the “speed” benefit
    Be memorable
    Attract more prospective students than our competitors
    Monthly reminders
  • 3. 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
  • 4. 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
  • 5. Why Are We Excited?
    Internet
    - Goal: Amazon.com
    Print
    - Goal: School Newspapers
    Guerilla
    - Goal: Relay Event/ Shoe
    Giveaway!
  • 6. 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
  • 7. 2010 Flowchart:
  • 8. 2011 Flowchart:
  • 9. Budget:
  • 10. Reach:
    Guerilla Event - Shoes: 4,000
    Guerilla Event - Relay: 9,000
    Print Ads: 8,750
    Internet: 1,000,000
    Total: 1,015,750
  • 11. Frequency:
    Guerilla Event - Shoes: 12
    Guerilla Event - Relay: 3
    Print Ads: 5
    Internet: 1
    Average: 5 (not including internet)
  • 12. Creative Strategy:
    Focused around speed
    Two guerrilla events
    Amazon.com
    Three print ads
  • 13. Guerilla Ads: Shoes
    Target Universities
    Rice
    Dennison
    Give away free shoes to honor students
    Custom made
    Partnership with Nike
    Shoes for $25 each
    Reach: 4,000
    Frequency: 12
    Cost: $6,000
  • 14. On Your Marks…
  • 15. Get Set…
  • 16. Get Ready…
  • 17. GO!
  • 18. Guerilla Event: Relay
    Target University: SMU
    Relay race - 3 events
    Winner prize: $500 Frontier gift card
    Runner up prize: $20 Chipotle gift card
    Reach: 9,000
    Frequency: 3
    Cost: $4,000
  • 19. 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
  • 20. 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.
  • 21. Concepts:
    Elevator vs. Stairs
    Fast Car vs. Old Bicycle
    Hurdles vs. Straightaway
  • 22. 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!

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