Marketing Strategy Plan for the University of Dayton Department of Educational Leadership

Matthew Benton Bradley Duranty Cara Frericks Michael Huser Stephanie Johnson Neil Smith Sarah Thamann Michael Wiora UDEL, Quality education taking you to the next level

Stephanie Johnson UDEL, Quality education taking you to the next level

UDEL, Quality education taking you to the next level

Bradley Duranty UDEL, Quality education taking you to the next level

Demographics:

Male & Female, 22 and older

Geographic:

Cincinnati, Dayton, Columbus

Psychographics:

Education

Career driven

Quality education

Dedicated faculty

Fulfill needs of consumer

Benefits offered by competitors

Location

More specialized programs

Previous Marketing Efforts

Today’s Catholic Teacher Publication

Attendance at conferences

National Catholic Educational Association email blast

“ Door Drop”

Compensation

Understand the competition

Future

Increase marketing budget

Sponsorship and donations

Current

Small advertising budget

Educated faculty

Neil Smith UDEL, Quality education taking you to the next level

Prestigious reputation which resonates to UDEL

The University of Dayton’s Marianist traditions and principles shape the family and community based atmosphere.

UDEL programs offer many different avenues to receive an education.

In recent years UDEL has not had a proper approach to advertising their program.

The University of Dayton’s perceived high cost of education.

Increase in size of the University of Dayton’s undergraduate Education Program.

The State of Ohio’s professional requirements for teachers, who must obtain a Master’s degree within five years of teaching.

Recognizable and distinguished professors and staff in the UDEL program.

The increase in competition in regards to the market shifting to solely online programs.

UDEL is threatened by a debate continuing in the upper leadership over the effectiveness of online classes.

The recent decline in the national and regional economy.

STRENGTHS : • UD’s prestigious reputation • Marianist community • Multiple avenues to receive education OPPORTUNITIES : • Increased size of undergrad • Masters Requirement 5 years • Distinguished staff WEAKNESSES : • Advertising program • Perceived high tuition cost THREATS : • Increase online program competition • Online class debate • Economy

Matching

Match strengths and opportunities increasing the amount of promotion regarding UDEL’s quality programs

Converting

Weak advertising can be converted into a strength with new advertising with an emphasis on quality

Minimizing

UDEL needs to work to minimize the perceived weakness of their inability to compete on price

Avoiding

UDEL needs to avoid the threat posed by the increase in competition

Matthew Benton UDEL, Quality education taking you to the next level

Who are we as an organization?

Who are our customers and what do they value?

What makes us unique?

“ The mission of the University of Dayton, Department of Educational Leadership is to satisfy the wants and needs of school administrators and school systems to prepare clients to serve effectively and ethically in administrative roles through the Marianist tradition. “

Future Oriented

Untapped opportunities

“ UDEL aspires to become the premiere institution for teachers looking for a graduate degree in educational leadership to achieve their personal and professional goals and objectives. This will foster lasting relationships with local and regional school systems while exhibiting Marianist values. “

Goal #1: Maintain current level of students

Objective 1.1: Discontinue tuition freeze for incoming students, continue for current students

Specific Outcome

Increased capital and goodwill

Time Frame

6-9 months

Person Responsible

Rev. Joseph Massucci Ph.D.

Objective 1.2: Work with current students to make sure their needs are met to maintain their happiness level.

Specific Outcome

Remind students of their importance

Time Frame

1-3 months

Person Responsible

All faculty

Goal #2: Attract new students

Objective 2.1: Develop a script

Specific Outcome

Answer questions and objections in a marketing manner

Time Frame

1-2 days

Person Responsible

Marketing intern and Marketing Board of Advisors

Objective 2.2: Develop an integrated marketing campaign involving promotions such as direct mail, advertisements, direct selling and magnets.

Specific Outcome

Consistent messages create identity with UDEL

Time Frame

1-3 months

Responsible Person

Marketing intern and Marketing Board of Advisors

Goal #3: Maintain and improve current quality of program.

Objective 3.1: Continue to improve faculty

Specific Outcome

Never a decline in quality

Time Frame

ASAP

Person Responsible

Rev. Joseph Massucci, Ph.D.

Objective 3.2: Improve and enhance website so that is more accessible, effective and easily explored.

Specific Outcome

Increase in user friendliness

Time Frame

6-9 months

Person Responsible

MIS and Marketing interns work with the board and executives

PRESENT PRODUCT PRESENT MARKET MARKET PENETRATION STRATEGY Marketing research Product differentiation Gain market share Lowest risk “ Product Positioning”

Michael Huser UDEL, Quality education taking you to the next level

Public Paul and Patty

Primary Needs

Increased Pay

Location

Personal achievement

Key Benefits

Convenience

Cost effective

Quality

Catholic Christina

Primary Needs

Increased Pay

Personal Achievement

Key Benefits

Online and face-to-face classes

Cost effective classes

Prestigious education

Education Ed & Edwina

Primary Needs

Principle

Superintendent

Curriculum Director

Key Benefits

Specialty product

Quality education

Convenient locations

Quality Price High Price Low Quality High Low

Cara Frericks UDEL, Quality education taking you to the next level

MARKETING STRATEGY APPROPRIATE MARKETING IMPLEMENTATION EFFECTIVE Success All measurable targets met for sales growth, market share, and profits

Employee Training

Universal Script

Website

Internal Communication

All informed about the strategy

Specific Tactical Activities Person Responsible Required Budget Completion Date

Product Activities

Hiring of a marketing intern

Hiring of a MIS intern

Dr. Massucci $ 1,120 10.8% $ 1,176 11.4% 01/01/2009 01/01/2009 Pricing Activities 1. Increase Tuition to keep up with inflation rates 2. Discontinue Tuition Freeze for incoming students Dr. Massucci $ 0 0%

Specific Tactical Activities Person Responsible Required Budget Completion Date

Distribution Activities

1. Improve on-line classes from website

Continue quality of classroom experience

Dr. Massucci $ 0 0% IMC Activities 1. Advertising 2. Personal Selling 3. Sales Promotion Items 4. Publicity 5. Public Relations Dr. Massucci, Marketing intern, and Marketing Board of Advisors $ 2,800 27.2% $ 1,000 9.7% $ 3,000 29.1% $ 200 1.9% $ 2,000 19.4% 5/1/2010 1/1/2010 5/1/2010 1/1/2010 6/30/2010 TOTAL BUDGET $ 11,296.00 100%

UDEL, Quality education taking you to the next level Product Activities $2,296 Pricing Activities $0 Distribution Activities $0 IMC Activities $9,000 TOTAL BUDGET $11,296

Michael Wiora UDEL, Quality education taking you to the next level