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Strayer research

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  • Transcript

    • 1. RESEARCH
    • 2. COMPANY
    • 3. COMPANY INFO• Specializes in higher education for working adults seeking career advancement.• Accredited by the Middle States Commission on Higher Education.• Owned by Strayer Education.• Advertising/marketing spending $76.2M i n 2008. Earnings per Share (09) $7.60 Students 54,000 Revenue (09) $511.9M Campuses 85 + online Net Income (09) $105.1M Location 18 states
    • 4. Student Enrollment Revenue (in millions)60000 600 54,300 511.945000 450 44,600 396.3 36,10030000 300 31815000 150 0 0 2007 2008 2009 2007 2008 2009 Net Income (in millions) Earnings per Share (in dollars) 110 8 105.1 7.6 82.5 6 80 5.67 55 64.9 4 4.47 27.5 2 0 0 2007 2008 2009 2007 2008 2009
    • 5. GROWTH STRATEGY • Launch a new campaign in 2011 to re-brand the school. • Develop a new theme/positioning and targeting strategy: Hard-Earned Respect for Tenacious Winners • Expanding its physical locations each year to penetrate current markets better and expand into new markets.
    • 6. BRAND POSITIONING Tagline: “We Fit Your Life” • Combines quality of a traditional university education with flexibility and convenience • Exists for one purpose – to provide adults with a higher education that opens the door to opportunity • Focused its messaging around being the right fit, and offering a supportive and flexible environment for adults
    • 7. INDUSTRY
    • 8. • Post-secondary education of working adults is a large, underserved, and highly attractive market • Attractive working adult market segment Education Level of U.S. Population over 25 years of age (187 million people) High school diploma, no degree College graduate 35% 50% 15% Less than high school diplomaSource: U.S. Bureau of Labor Statistics.
    • 9. THE TARGET
    • 10. THE TYPICAL STRAYER STUDENT • An employed working adult, with a family • 2/3 female • Attending classes part-time • Diverse in age, income, ethnicity, marital status • Average age is 35 • At least high school/some college education • Employed; average income $60K • Takes two classes per quarter on nights, weekends, Online
    • 11. Methods of Contact (in 2007) Walk-Ins Phone Calls 3% Direct Mail 10% 7% 80% InternetPerspective students contact the university to inquire information mostly though online methods.
    • 12. ADVERTISING + MARKETING
    • 13. Newspaper Ads Broadcast • Major papers: • TV main news & business section • Radio • Community college papers • Military papersOut of Home• Metro stations Outreach• Buses • Exhibitions at expos,• Billboards conferences, fairs MARKETING MIX Social Media Internet • Facebook (3,943 fans) • Twitter (744 followers) • YouTube Direct Mail
    • 14. Tagline: “We Fit Your Life” “Just Like Me” “Personal Touch” “Reading of Names” commercial commercial commercial “Windows” “Doors” “Anthem” commercial commercial commercial
    • 15. NEWSPAPER “Educating working adults for “I’ve received a promotion 115 years”every year since graduating.” “You’d be surprised how far you “Earn your MBA when, can go with just a few quarters.” where and how you want.”
    • 16. MAGAZINEOUTDOOR
    • 17. SOCIAL MEDIA
    • 18. COMPETITORS
    • 19. TOP COMPETITORS
    • 20. Ad Campaign: “An Educated World Is a Better World”Online Presence
    • 21. PRINT
    • 22. OUTDOOR
    • 23. PRINTOnline Presence
    • 24. TV “Your Time” commercial “What If” commercial
    • 25. Marketing Mix Enrollment (09) 55K • Internet Revenue (09) $1.4M • TV • Radio Net Income (09) $165K • Direct Mail • Magazines/Newspapers Earnings per Share (09) $2.28 • Telemarketing Campuses 94 + onlineOnline Presence
    • 26. PRINT
    • 27. TV
    • 28. Marketing Mix: • Internet Enrollment (09) 34K • Print • Radio Revenue (09) $334.6M • Direct Mail • Seminars & trade shows Net Income (09) $42.6K • Corporate, healthcare, US Armed Forces and educational relationships Marketing Expenses (09) $99K * Online advertising (targeted, direct, search and through aggregators) currently generates the largest volume of prospective learners.Online Presence
    • 29. COMMERCIALPRINT
    • 30. CATHERINE SCRUGGS Manager of Brand Strategy and Creative Services
    • 31. Education: 2004 — 2007 Strayer University MBA , Marketing (with Honors), 1983 — 1988 University of DelawareWork: Strayer University (has been with Strayer for almost 13 years.) 2008 – Present Manager of Brand Strategy and Creative Services 2004 – 2008 Production Manager 2000 – 2004 Creative Manager 1997 – 2000 Graphic Artist • Since joining Strayer University as a graphic artist, she has created and executed brand strategies that encompassed Strayer’s rebranding effort when Strayer College became Strayer University, when it unfolded its online program, and created a global presence. • Has seen the University grow from 9 campus location to 85 in over 32 markets. Lucid Design Freelance graphic designerPersonal: • Has 2 daughters • Lives in Arlington,VA • Nominated for International Brand Master 2009 by the Educational Marketing Group - was a finalist but not a winner.