The 2012-2013 UTPA Strategic Marketing Plan has three main goals: 1) Increase awareness of the university among prospective freshman parents, 2) Maximize the number of freshman parent members signing up for 4-year memberships, and 3) Enhance and grow member benefits. To achieve these, the plan recommends focusing marketing efforts on getting more parents to sign up for 4-year memberships, which account for most revenue and benefits. It allocates $20,000 toward these efforts, including hiring interns to manage social media accounts to engage parents.

1. 2012-2013
Strategic Marketing Plan
Goals & Intiatives
Increase awareness of UTPA with parents of prospective students
Maximize the number of freshman parent members
Enhance and grow member benefits
Develop clear and effective messages for member and campus audiences
Overall: Provide information, guidance and resources to all UT Parents
Target Parents of Freshmen Recommendations from Survey Data
eSignup registration form
Freshmen 4 year memberships Seniors
Provide improved categorization of benefits
(dining/travel/entertainment/finance&insurance)
Customizable workshops
44% of responses were freshman parents One or two leaders will be assigned to each work-
4-year memberships account for 64% of total shop to help create post-orientation correspondence
memberships Workshop info and leaders’ contact info should be
Newsletter is very popular: 1.74 on the Likert scale accessible online
Freshman parents rated newsletters the highest Comparison table of the 1-year/4-year
out of Sophomore, Junior, Senior Parents membership benefits to emphasize the better
value of the 4-year membership
Hotels + Discounts also popular
(only available via 4-year membership)
Recommendations from
Budget $20,000 Secondary Research
Allocate marketing budget toward efforts resulting Setup Facebook/Twitter accounts to replace
in an increase in 4-year memberships eForum
Integrate Website with Facebook through
$11,000 Facebook Apps
20 hours per
45% week at $10/hr Leverage Facebook Events
for 50/wks
Tech Add profile photos of new Facebook ‘Likes’ to each
Development Intern(s) newsletter to share community growth and to
55% encourage lateral communication within the UTPA
community
$9,000
Website Setup
Design & Development
Hosting for one year

2. Website
Newsletter

3. Square Account
Facebook
Twitter