1. Gina Micek
EMPRESS CONSULTING| SAINTPAUL,MN
Integrated Marketing
Communications Plan
MBA 6800 – SAINT CATHERINE UNIVERSITY

2. 1
Saint Catherine University MBA
Integrated Marketing Communication Plan
1 CLIENTOVERVIEW
The Saint Catherine UniversityMBA isa new playerinthe MBA marketplace havingbeen
establishedinFebruary2014. Documentson the university’sinternal website describe the school as
such:
Foundedin1905, St. Catherine Universityoffersthe broadestrange of academic
programsand degreesamongMinnesota’sprivatecollegesanduniversities.Our
integrationof the liberal artsandprofessional education — andouremphasison
preparingpeople tobe ethical leaders — ensuresthatstudentsdevelopthe intellectual
flexibilityandpractical ingenuitycritical tosuccessinanyfield.
A dynamicuniversityforwomenandmenwithaninnovative collegeforwomenat
itsheart,St. Catherine educatesall studentstoleadandinfluence — tomake a
difference intheircommunities,theirfamilies,theirhomesandhousesof worship,their
workplacesandourworld.On June 1, 2009, the College officiallychangeditsname toSt.
Catherine Universitytomore accuratelyreflectitscomprehensiveeducational offerings.
The Universityisstill home tothe largestcollege forwomeninthe country,andisthe
thirdlargestprivate college inMinnesota.
At St.Catherine University,we are committedtothe educationof womenandthe
valuesthiscommitmentimplies:collaboration,respectfordiversevoicesand
perspectives,andchallengingconventionalnormswhileadheringtothe highest
academicstandards.
St. Kate’scommitmenttobothacademicexcellence andaccesshasledto one of
the most diverse studentpopulationsof anyprivate institutioninMinnesota.Nearly
one-fourthof the undergraduate studentbodyatSt.Kate’siswomenof color.Many of
these studentsare fromfamilieswhohave beeninthiscountryforgenerations;others
are recentimmigrantsorrefugees.Over23% of undergraduatesidentifythemselvesas
multicultural;34%are firstgenerationcollege students,and22% have children.In
addition,the Universityisthe mosteconomicallydiverse college oruniversityinthe
Midwest,withone inthree studentsreceivingfederal needbasedgrants.Nearly97% of
firstyearstudentsreceive financial aid.The Universitymakesdeliberate effortsto
recruitstudentswhohave beenhistoricallyunderservedinhighereducationwhile
retainingitslong-standingreputationforacademicexcellence.

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As of thiswritingthe programhas three cohortstotallyabout60 studentsandseekstogrow each
of itsthree academicconcentrations –Healthcare,IntegratedMarketingCommunicationsand
Managementinthe yearsto come as well asdevelopaninternationalcomponentforthe Capstone.
Michelle Weiserbecame the MBA Directorinthe summerof 2014, shortlyafterthe firstset of
studentshadembarkedontheirMBA programs. She isknown to be a charismaticleaderwell-rootedin
careerand business-development/marketing.Studentshave beenknowntosaythat theychose St.
Kate’sMBA aftermeetingwithMichelle andhavingthe opportunitytoexperience herenthusiasmfor
the program. She isa majorassetin the marketingof the MBA. Neverthelessitisimportantthatthe
MBA program continue todevelopotheravenuestoreachstudentsasthe over-reliance onone
individualisproblematictoa sustainablemarketingplan.
While the school haslogos,marketingmaterialsandoutreachforitsgeneral populationandsome
collateral materialsforthe MBA,the MBA program takesa backseat. The website presenceisonly
foundbydiggingthroughthe mainwebsite;Facebook,Twitterandothersocial media are underutilized
to drive studentstothe informationalsessionsandthe communicationstrategyisinconsistent. Bus
advertisingthatwasprevalentshortlybeforethe programbegan,isgone or reduced. Outreachto
target segmentationisnon-existentandfindingdetailedinformationaboutthe programs/offeringsis
difficultorimpossible. Noalignmentwithareabusinesscommunitiesisobviousatthistime.
Fundingandbudgetfora robustIntegratedMarketingPlanisdependentonthe academicsystem,
wouldrequire astrategytoseekfundingandas a new programhas no alumni development. In
addition,the MBA lackssponsorshiporinvolvementof areabusiness.
Nevertheless,the potentialexiststoestablishaplanand execute asthe programcontinues
potentiallydrivingnewbusiness,developingcommunitysupportandbuildingthe alumni network.Many
otherwell-establishedMBA programshave such programswhichcan be usedas modelsandthe unique
qualitiesof the SaintCatherineUniversityMBA canbe bettercommunicated.
The clientseekstoestablishaclearprogramwhichiseasilyimplementedandgrow the program
overtime,usingthe communicationstrategytoseeksupportfromthe universityandothercommunity
partners. The main focusof the strategyinthe initial stageswillbe todrive potentialstudentsand
supporterstothe informational events.

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2 AUDIENCE SEGMENTATION
The three concentrationsavailable inthe SaintKate’sMBA – Healthcare,IntegratedMarketing
CommunicationsandManagement -- offeropportunitiestotailormarketingcommunicationstrategyto
unique subsetsof the marketplace. The keystrategyof the planisto drive traffictoinformational
sessionsandotherinteractionopportunitiesandbuildbrandidentityandawareness.
It isclear fromanalysisthatthe cost effectivenessof the MBA program isa major sellingpoint. Full-
time MBAs like WhartonandStanfordlistprice tagsper yearnearing$100K. In today’sdebtand price
consciousenvironment,thiskindof outlaymaynotbe possible forthe majorityof students. Inaddition,
programssuch as those,while stellar,require amulti-yearcommitmentwithoutthe abilitytosustain a
job. Stanforddoeshave an Executive MBA butthe needto travel tothe SanFrancisco Bay Areamaybe
a barrier. Other online programssuchasPhoenix UniversityorCapellamayhave hightuition,notoffer
the servicesof a majoruniversityandmaynotbe takenseriouslyinthe marketplace. Theyalsoare
limitedtoonline coursesanddonot offerthe hybrid of meetingcohortsinperson,establishingrapport
and networkingforthe future.
Local programsare available inhighnumberswhichmakescreatingdifferentiationinthe market
essential –MBA programssuch as UM’s CarlsonSchool,St.Thomas,Hamline,MetroState andSt
Scholasticamaybe competitors,howeveritisimportanttonote the unique componentsof the St.
Kate’sprogramincludingthe Integrated MarketingCommunicationconcentration.St.Kate’s alsohasa
longhistoryof social justice andresponsibilityandemphasizestriple-bottomline approachesin
teaching.
Several personashave beendeveloped byrecentstudentsinMichelle Weiser’s6400 Marketing
Managementcourse to reachareas of marketsegmentation.
Nancy’spriorities:
 Stay sharpand learnsomethingnew everyday
 Meetnew people andshare herexpertise
 Be innovativeandkeepherteamandcompanyrelevant
How shouldwe market toNancy?
 Nancyis a recentempty-nester,alifelonglearner,andalwaysreadyforanew challenge.She’s
workedherwayup inher companyby showingloyaltyandworkinghard.We needtoshow
Nancythat an MBA isan investmentinyourself;nomatterhow manyyearsyou have leftinthe
workforce.Nancywill wanttoknow that’sonlya twoyear commitment –that’snot so bad,
right?
Nancy
52 years old | High Level Manager
Lifelong learner | Management Track

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 Nancywants to understandhow we’re keepinguptodate in the businessworldandthatwe can
infact teach hersomethingnew.Let’sgive herthe optiontositdownwithsome of the faculty
before she applies.Thatface-to-facechatisgoingto do wonders.
 We can alsoget some greatPR and interviewsinthe local papers;Nancyisgoingtoread the
article inthe businesssectionof the StarTribune andwe’ll gainsome credibility.We needother
businessprofessionalstotell ourstoryand understandhow whatwe’re doingatSt.Kate’sisa
bitdifferent–inthe bestpossible way.
Sara’s priorities:
 Acceleratinghercareerandgettingthatnextpromotion tomorrow
 Beingonthe cutting-edgeof the marketingindustry
 Meetingexecutivesandotherprofessionalsinthe industry
How shouldwe market toSara?
 Sara wantsto knowwhat she can get fromus – how are we goingto helpherget that
promotion?Howare we goingto helphermeetthe VPof Marketingfromthat up–and-coming
company?Sara wantsto climbthat corporate ladder.So,let’stell heraboutournetworking.Our
guestspeakers.Ourawesome adjunctfaculty.She’sgoingtomeetthe rightpeople.We’llgrab
herat that nextmarketingprofessional networkingevent.Let’ssendsomeSt.Kate’sMBA staff
and getin frontof her face-to-face.
 We won’tbe able to hitall the networkingscenes –let’sgetheronLinkedIn.AndTwitter.And
those businessandmarketingmagazinesinthe TwinCities.She’sreadingtostayup-to-date on
the marketingindustry,let’stell herhow St.Kate’sMBA has the only integratedmarketing
communicationsconcentrationinthe state of Minnesota.She’ll getakickout of that.
 Sara wantsto hear those successstories.Let’shave hersitdownwithcurrentstudentsandlet
themtell herhowmanyconnectionsthey’vemade.
Sara
26 years old | Marketing professional
Leadership aspirations | IMC Track

6. 5
Marks’s priorities:
 Careerchange – now!
 Gettinga well-roundedviewof the businessworld
 Becominghisownboss…eventually
How shouldwe markettoMark?
 Mark isreallybusy.He’sgothisdemandingjobandhischildrenwhoare ineveryafter-school
activityknowntoman.Let’s highlightourhybridmodel –in-personclassesandonline learning.
He wantsto knowthat we maximize the face-to-face meetings;he’sgoingtogeta lotout of
comingto class.But all that “otherstuff?”He’scan workit intohisbusyschedule justfine.
 Mark wantsto learnabouteveryfacetof the businessworld –we needto tell himthathe will.
We’ve gotclassesonaccounting,leadership,stats,management,economics,andprocess
innovation,justtoname afew.Andwithour small classsizes,he’sgoingtohave accessto all
those greatprofessors.He can picktheirbrainand learnevenmore.
 We’ll gettoMark throughhiscompany;let’smake sure all the HR professionalsintownknow
aboutus. We can alsogetsome advertisingoutthere withmessagingtothose whoare thinking
abouta careerchange.Mark wantsto be hisown bosssomeday;let’shelphimunderstandthat
we’ve gotthe toolsto make that life-changingmove abitlessscary.
Maria’s priorities:
 Understandingthe “businessside”of healthcare
 Gettingan educationata respectedinstitutionforagreatprice
 Usingthe degree fora bigpromotion
Mark
38 years old | Sales Manager
Entrepreneurial aspirations | Management Track
Maria
34 years old | Healthcare professional
Administrative aspirations | Healthcare Track

7. 6
How shouldwe markettoMaria?
 Maria needstoknoweverything –the exactprice of eachcredit,the contentof all the classes
she’ll take,andthe requiredtime commitmentforthe program.Let’smake sure we have all this
bundledupina nice documenttoshare withher.We needenough informationonourwebsite
to gether to email us;thenwe’ll sendthe goods.Now we canfollow upandaskher if she has
questions.
 Our healthcare programtrack isunique,andshe needstoknow that.The classesinher
concentrationare exactlywhatshe needstomake thatnextmove.We needscomparisonsand
examples:whySt.Kate’sisbetterthanthose otherprograms – inblackand white,sothere’sno
reasonnot to choose us.
 Maria will wantto knowwhatkindof studentsshe’ll be learningwith.A breakdownof other
healthcare professionalswhohave chosenSt.Kate’sfortheirMBA will be impactful.Seeing
those bignamesinhealthcare will addvaliditytoourawesome program.
Millennial Mike
MeetMike. He’s25, single andhashad one jobout of college.He valueseducation
and has quicklylearnedthatinorderto achieve hisgoalshe will needahigher
degree. He isunsure exactlywhatdegree,butthinksgettinghisMBA isthe wayto
go. He isinvolvedinmultiple social groupsthatfocusonyoungprofessionals
strivingtowardsuccess.He alsoisconcernedabouttime commitmentashe doesn’t
wantto spendanother4 yearsinschool.
How to marketto Mike.
 Partnerwithdifferentsocial groupstohostevents
 Highlightandpromote Michelle’sexperience
Mike wouldbenefitfromMichelle’scareerbuildingexperienceandfocus.Putthisinformationonthe
website,possiblyablog and have herspeakat all the informationsessionsaswell. Highlightthe
acceleratedprogramandhave Michelle speaktothisas well inthe informational sessions. Thiswould
be the “other”detailstoinclude inthe comparsiontool mentionedforFranny.
SwitcherooSara
MeetSara. She is46 and marriedwithcollege agedkids. She hasreachedapoint
inher careerwhere she isboredand needstochange gears. She has alwayshad
an interestinmarketingandhashad some exposure toitinhercareer. She
believesgettingherMBA witha concentrationinmarketingwill helphermake the
careerswitch. This isa bigstepshe istakinglate in hercareerso the right fitand
the right people isveryimportanttoher.
How to marketto Sara.

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 Highlightandpromote Michelle’sexperience
 More focuson Marketingtrack
Again, for Sara St Kate’sshouldmarketMichelle andpromote hercareerbuildingexperienceandfocus.
Put thisinformationonthe website,possiblyablogandhave herspeakat all the informationsessionsas
well. There alsoneedstobe more focuson the website thatSt.Katesisone of the onlyschoolswith
the IMC track.

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3 SWOTANALYSISSTRENGTHS
 Small classsize andinexpensive relativetootherMBA programs.
 Executive –style set-upallowsstudentstoworkandattendschool.
 Well-researchedand orchestratededucational plan withcommunityinput.
 SaintCatherine’shasanexcellentreputationoverall inthe communityforproducingquality
graduatesina varietyof programsincludingbusiness(undergrad).
 Studentassistance programsandacademicsupportiswell-developed.
 Excellentreputationfordevelopingwomenleadersandsupportingthemwithunique programs.
3.1 WEAKNESSES
 Lack of overall strategicintegratedmarketingcommunicationplanforMBA whichaligns
academiccalendarandprogrammaticeventsthroughthe year.
 NewMBA program withrelativelylittleawarenessfrombusinesscommunity.
 Inexperiencedfacultyandinabilitytodraw well-knownadjunctprofessorscausingsense of “lack
of rigor.”
 MBA has not built-upconnectionswithinthe businesscommunitytofacilitate career
developmentduringthe program.
 Disorganizedacademicplanning/experience maycause “word-of-mouth”issuesincommunity.
3.2 OPPORTUNITIES
 Leverage IMCstudentsandotherswithsocial mediapresence tohelpfacilitateIMCprogram for
MBA.
 Create business/communityevents,leveragingthe SaintCatherine UniversityCommunityWork
& Learningprogram as well asinformationsessionsforprospective students.
 Developalignedmarketingcommunicationstrategyandimplementwithafocuson growthover
time.
 Findand communicate to archetype anddevelopbrandstrategy forMBA.
3.3 THREATS
 Lack of resourcestoexecute robustplan.
 Disorganizationof communicationplan.
 Otherarea MBA programs thatare betterknownandhave establishedtrackrecord.
 Lack of studentinterestinthe type of programmingavailableatSaintKates.
 Lack of diversityinstudentpopulationof MBA (relative toentire student-body) includinglittleto
no internationalstudentpresence.
 Reliance onMBA Directorto draw students andmaintainmarketingplan.

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4 OBJECTIVES
4.1 MARKETING OBJECTIVES
 Increase attendance atinformationalmeetings –30%
 Increase awarenessof StKate’sMBA leadingtoincrease inenrollment –30%
 Seekfundingforspecificobjectivesbyaligningresources –20%
 Increase businessandcommunityrelationships –40%
4.2 COMMUNICATION OBJECTIVES
 Coordinate communicationswithinformationalmeetingtimingandapplicationdeadlines.
 Reach keytargetmarketsin each of the three concentrationsandeffectivelycommunicate to
themthroughthe enrollmentprocess.
o Increase attendance andinformational meetings
o Increase traffictowebsite/social media
o Increase %of targetpopulationwhoare aware of St Kate’sMBA as a viable option
 Target and communicate towiderbusinesscommunityaboutthe StKate’sMBA andhow it
couldbenefitthem.
 Reach keyadvisorsandmentorsof targetmarketswhoact as influencers.

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5 CREATIVE STRATEGY
5.1 BRAND STRATEGY OVERVIEW
5.1.1 Key Fascination Factors –
Lust – Medium
Mystique – Low-Medium
Alarm– High
Prestige –Medium(needtoincrease)
Power– High
Vice – Low
Trust – High
5.1.2 BrandArchetype – Sage
As a sage brand itis importanttoanswerthe call of a stage one constituent –St Kate’spotential
studentsforthe MBA may be calledto seekinformation andbe inemotional statessuchasconfusion
(whatto do to change theircareeroutcomes) ordoubt(abouttheirfuture) andseektofindthe truth
abouttheirnextsteps.InmakingtheirdecisiontoattendStKatesandinvestinan MBA theywill needto
be ledthroughthat initial call intothe applicationprocessthroughaseriesof eventsandstepsthat
promote themtomake the bestdecisionatthispointintime.While notall studentswhoare calledto
considertheirfuture willendupinthe St Kate’sprogram, we wantto leave prospectswithagood
impression –afterall theymaysuggestthe program to someone whowillbe agood candidate. In
addition,we alignourselveswiththe Sage archetype asaninstitutionwhichwillprovideanswersand
guidance alongthe journeyof life.
5.2 POSITIONING QUESTIONS
Keyquestionsforourmarketingprogramshouldbe:
 How can we assistprospective studentstobetterunderstandourprogramand the options
available?
 How can we assistprospectstofindease inthe processof applying?
 How can we be a resource forthe communityandbusinesssothatwe developkeypartnerships
and create long-lastingsynergies?
 How can we alignour materialsandpositionourprogramsothat prospectsknow whichof our
three tracks – Healthcare,ManagementandIMC – wouldbe the bestoption?
 How shouldwe bestcommunicate the differentiatorsof the StKate’sMBA programfrom
competitors?

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5.3 STRATEGICINSIGHTS
Gettingmore people to the informational nightsrequiresthatwe appeal tothose whohave heard
the call forsomethingdifferentintheirlife–and that call couldcome anywhere. Anunemployed
personmayrealize whilesendingoutresumes theyneedtogetmore educationtobettertheir
prospects,aleaderinan organizationmayrealize atworkthat theyneedanew game plan,a life-long
learnermaythinkabouta career change while walkingthroughthe skywayduringlunch. Whereverthe
call comes,the MBA programwantsto facilitate the processof informationgatheringandlead
prospectstotheirdecisiontoapplyandlaterattendthe program.
Sage customersdon’twantthe hard-sell ortobe talkeddowntoo. They wantto feel competent,
smart and incharge throughthe processof workingwithyou.(See:TheHero & The Outlaw:Building
Extraordinary BrandsThroughthePowerof ArchetypesbyMargaret Mark and Carol Pearson) StKate’s
MBA brand strategymusteffectivelycommunicatethroughthe archetype totheirtargets.
In addition,we wanttofostera strongerrelationshipwiththe businesscommunitynotonlyasa
possible avenue forreachingstudentsbuttodevelopfuture networks,increaseinternshipandcapstone
optionsandgarnerrespectto assistgraduatesinfindingpost-MBA positions. Itmay alsobe possible to
seeksponsorshipsanddonationstosupportthe growthof the program.
The clienthas electedtoreceive aplanwithall componentsinplace ratherthanlimitthe optionsvia
a budget. Assuch, not all componentsof the planwill be institutedimmediatelybutwill actas
inspirationsforlong-range fundingplanningandfuture possibility.
The overall creative strategyisone of increasingbrandawareness,uppingthe prestige level and
reachingthe keytargetspreviouslymentioned. We wantto ensure thatprospectswhohave received
the call tochange theirlives,findthe informationtheyneedeffortlesslyandknow whatnextstepsthey
needtotake to be incharge of theirfuture. We do not needtonecessarilyre-inventthe wheelasmany
MBA programs have alreadyledthe wayandwe can utilize manyof theirstrategiessuccessfullywithour
ownprogram. Assuch, we have includedresearchreferencesthroughoutthe plan.
5.4 KEY MESSAGES
To appeal to our targetmarketsin Healthcare,IMC andManagement,we needtocommunicate to
themusingwordsand phrasesthatwill capture theirattentionandgetthemcuriousenoughtolearn
more,investigateandfollow the stepstowardthe applicationprocess.
5.4.1 IMC
 “Everytime I go to class,I am learningwithfellow studentswhoare alreadyleaders. We
supporteach other,networkandgrow stronger,together”
 “I learnsomethinginclassandimmediatelygotomyjob andapplythe learnings. There’sno
delay. Each course I see a huge impacton my careerand I can’t waitto see where ittakesme
next.”
 “IntegratedMarketingCommunicationsisatthe cuttingedge of where companiesare headed
withmarketing–Saint Kate’soffersme somethingnoone else is doing”
 “I’m a writeranda creative individual. St.Kate’sisthe onlyMBA in whichmysocial
consciousnessandartistryfindahome inthe worldof businessandentrepreneurial spirit.

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5.4.2 Healthcare
 “Healthcare is changingdaily, StKate’sunique Healthcare MBA will help me developmy career,
gain new insight andbe an innovativeleader in healthcare management.”
 “My job in healthcare is demanding. I need an MBA programthat I can dowhile working –
online, weekendsand eveningsand apply what I learn immediately. St Kate’shas justthat MBA.”
 “I want to learnthe businesssideof healthcare soIbetterserve mypatientsandadvance my
career.”
5.4.3 Management
 “I learnsomethingneweveryday – the hybridprogramletsme have the bestof in-personand
online educationthatfitsmybusylifestyle andthe programcan be completedinjusttwo
years!”
 “Each course inthe ManagementMBA preparesme to be a betterleader – finance,economics,
projectmanagementandmarketing. Nothingone-sidedorboringhere.”
 “St Kate’sisa well-respectedinstitution. TheirMBA won’tbreakthe bank. Asa finance
professional,Itake bothaspectsseriously.”
5.4.4 Other
 “It’snevertoo late topursue an MBA. Life changingopportunityhappensatSt.Kate’s.”
 “At St Kate’swe don’tlearntolead. We are championedforthe leaderthatwasalwaysinus
and the worldof businessischangedforthe better.”
 An MBA? Who knewitwaspossible atthisstage of my career. The bestdecisionIevermade.”

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6 TELEVISION & RADIOPLAN
6.1 TELEVISION
The highcost of televisionisprohibitiveandprobablynotthateffectiveatthistime toreach the
intendedtargetforinformational nightattendance andbrandawareness –we wouldinsteadsuggest
increasedpublicrelationsactivitytoreceive earnedmediacoverage locally.
6.2 RADIO
Radiowouldbe an excellentwaytoreachprospectswhomay have beenthinkingof achange and
the possibilityof obtainingtheirMBA. Withall the MBA programsintown advertisingwithbillboards,
bussignsand more,a regularsetof ads inlocal radiocoupledwitha call to action(attendan
informational night) wouldbridge the gapbetweenthoughtanddoing. Itissaidthat ittakesthree
separate messagesforsomeonetoreceive awarenessof abrand. Radiocoupledwithother
componentsof the planwill drive prospectstohearand see the St Kate’sMBA programexistsandlearn
more about howgreatan optionitreallyis.
Rememberourkeytargets:
Nancy – highlevel managerwhowantstostaysharp and relevant
Sara – our cutting-edgemarketingassociate
Mark – a salesmanagerwithanentrepreneurial bent
Maria – a healthcare professional whowantsapromotionandtolearnthe businessside
MillennialMike –a youngupand comer withbigplansforthe future
SwitcharooSara – Middle-agedMomreadyfora career change
Withverylittle change inthe keymessages,radioadsproperlypositionedonselectstations
appealingtothe targetsas well asonline mediaadsonradiostationwebpresence wouldboldlybuild
brand awarenessandassociationinpeople’sminds –notjustfor prospective studentsbutreaching
influencersaswell. Howgreatwoulditbe forsomeone’sboss,forexample orworkassociate tosay
“Hey,I heardthat St Kate’shas an MBA on the radiothismorning,whydon’tyoucheck themout?”
If MBA Director,Michelle Weiseralsohadaninformational radioprogramorspot,perhaps
discussingbusiness,marketingorthe state of healthcare educationinthe TwinCitiesonMPRwithother
guestssuchas studentsor professors - brandawarenesswithout“heavyselling”wouldbuildaniconic
sage presence.
6.2.1 Suggested RadioStationsfor ad Placement and/or Radio Programming:
MPR/The Current– businessprofessionals,millennials,people whoprefertalkovermusicintheir
morningcommute
iHeart–

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 KDWB 101.3 – Hit musicstationwithlarge reach –wouldhitthe youngertarget – Millennial
Mike and Sara
 Cities97
 K102 – Country
HubbardBroadcasting–
 KS95
 K107.1 – My Talk– female-centeredtalkradio

16. 15
7 PRINT MEDIAPLAN
A robustprintplanwill be essentialtobuildingStKate’s MBA brand awarenessandinform
prospective studentsof upcominginformational nights.Inadditionspace couldbe usedtoinformthe
publicabouton campuseventssuchas businesslectures,SocialMediaBreakfastsandguestspeakers
whichwouldreachpotential studentsorinfluencers. We wantthe MBA program to be leaderinthe
communitynotjustsell ourprogram.
7.1 NEWSPAPERS
StarTribune – regularonline/printadto reacholdertargetsand businessleaders –couldhave a banner
add online inthe businesssectionand/orearnedmediacoverage relatedtoMichele’swork,the school
or the IMC programunique qualities.
Vita-Mn– bannerads online andsmall tomediumad – as both Vita-MnandCityPagescomesoutweekly
–it wouldbe possible toruninformational nightadsspecificallyinthe weeksleadinguptoa session
CityPages – runregularmediumsizedad – reach Millennialsandyoungprofessionals
TwinCitiesBusiness(tcbmag.com) hasahealthcare section
7.2 MAGAZINES
Mpls-StPaul Magazine
HerLife – specificallytargetSwitcharooSara
MinnesotaMonthly
Adsplacedinthese monthlylocal magazineswouldbuildbrandawarenessespeciallyamongst
influencers. A marketingspecificURL inthese adscouldassistwithmetricsandallow prospectsand
influencerstobe funneledintoobtainingmore informationaboutthe programas well aspositioning
themto attenda future informationalsession.
7.3 OTHER PRINTADVERTISING
7.3.1 Flyers, Brochures &Postcards
Buildthe brandaround campusand inthe local community – flyersandbrochuresleftinkeyareas
on campusmay entice studentsalreadyattendingthe school,eithertocontinue onwithanMBA or
suggestitto friends,familyandcommunitymembers.Flyersputuponbulletinboardsandinlocal
coffee shopsincludingCafé Royalewould informcommunitymembersof upcominginformation
sessions. Advertisingonbulletinboardsatotherarea collegesforthose whoare inschool or on campus
and seekingnextstepswouldbe effectiveingettingthe wordout. Postcardssenttothose on the
mailinglistwhohave showninterestinknowingmore aboutthe programseveral weekspriortoan
informational nightwoulddrivetrafficandcreate a remindercardforfuture sessions.
7.3.2 HR Departments
Brochuresand informationalflyerssenttoHR repsand keybusinessesinthe three concentrations

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8 SUPPORT MEDIA
8.1 GIVEAWAYS
8.1.1 MBA LogoBaseball
Influencersinbusinessoftenthrow ballsagainstawall ortoss themaroundwhile
on conference callsasstressreducers. Whynothave themconsiderSt.Kate’sMBA witheverytoss.
Perhapsintheirnext1:1 withan employee orconversationwithafriendlookingtochange careers,
St.Kate’swill be topof theirmind.
8.1.2 Keychain
“St Kate’sMBA- Bornto be #1”
8.1.3 Planter
“St Kate’sMBA – GrowingLeadersDaily”

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8.2 TRANSPORT
Almosteveryschool inthe TwinCitieshasInside Cardsonmajorbusroutes. The 74 whichgoes
past SaintKates,the 94, and 16 whichgo betweenStPaul andMinneapolisandotherscouldfindthe
target whoisbeingcalledtochange duringtheirdailycommute. The Adscouldmimicskywayadsfor
addedemphasisorfeature professorsinthe program– much like the onesusedbySt Thomas.
Keystopson the Metro Greenand Blue linescouldfeaturelargeradsforthe MBA, perhapstimed
withapplicationdeadlinesorinformational nightsandusingunique URLstocapture marketingmetrics.
8.3 SKYWAY
SkywayadsstrategicallyplacedinStPaul andMinneapoliswill reachthe targetprospectina
meaningful way –while walkingtolunchorshoppingorsimplyconductingdailylife livinginthe city.
Lit signswiththe deeppurple of the StKate’slogo,could feature representativestudent
populationssuchas“MillennialMike”andtell aunique story.The example aboveusedbyanother
institutionillustratesthe idea–but letthe St Kate’sMBA take that a stepfurther. A photowitha
captionsuch as “The IntegratedMarketingCommunicationsMBA isone of a kindinSt Paul”or “Who

19. 18
knewbusinessandcreativitycouldworksowell together”are justideasthatspeakto the emotional
positionof our“sage” whoisgettingthe call. At St Kate’swe don’t‘learntolead’we are giventhe
opportunitytobe the leaderwe were alwaysmeanttobe. Sara couldsay,“I thoughtI wasa good
manager. What I learnedinmyfirstMBA class at St Kate’schangedthe wayI work withmyemployees.
I am the leaderIwas meantto be.” Positionedinthrees –youcouldspeakto all three concentrationsin
the space of a walkto the lunchcounter.
8.4 MOVIE THEATRE
Accordingto research41.5 percentof movie goers(see:Chapter13, Advertising and Promotion by
Belch& Belch) have a greateremotional connectiontocinemaadsthanthe Superbowl! AMCand Loews
Theatersinthe TwinCitiesboth hittargetdemographicsandevenastatic ad couldraise brand
awarenessforStKate’sMBA.
8.5 FESTIVAL SPONSORSHIP/ADS
The Twin Citiescomesalivewitha summerof musicfestivals,artcrawlsand foodevents. StKate’s
couldsponsoror place ads at such eventsinwhichmembersof the targetdemographicsattend. What
betterwayto have people thinkof applyingorcheckingoutan informationalsession?

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9 DIRECT MARKETING
Afterdevelopingandbuildingyourmailinglist,StKate’sMBA directmarketingprogramscan be
beneficial todrive traffictoinformationsessionsandevents. (See:10:Website &MailingList).Metrics
can be developedwithcontactstobettertargetcampaigns. In addition,the purchase of addresses
targetingcertainareasof MinneapolisandSaintPaul withcardswhichbuildawarenessof the MBA,it’s
concentrationsandupcomingeventswoulddrive traffictothe website.
10 WEBSITE & MAILING LIST
A quicklookat the websitesof otheruniversitiesofferingMBA programsincludinglocal programs
such as Universityof Minnesotawill quicklybringupanMBA specificwebsite –one not directly
associatedwiththe mainUniversitysite. We believethisisvital forSaintKate’sMBA to differentiateas
a reputable operationaswell asoffermore flexibilitywiththe potentialof the communicationto
prospectsandinfluencers.
The current St Kate’swebsite requiresmultiple drill-downtofindanyinformationpertinenttothe
MBA, doesnotcommunicate tothe targeteffectivelyandisfrustratingtonavigate. Informational
sessionsare lostinthe admissionsareaof the site andrequire someone toknow where tolookinorder
to getthe informationtheyneed. Thisisnotconducive tobuilding brandawarenessorkeepingthe
MBA on top of everyone’sradar. There isalsonotmuch opportunitytoblogor place videos. Prospects
may become toofrustratedtobotherto continue keepingthe StKate’sMBA as one of theiroptions.
One of the bestexamplesof awell-developedMBA site whichworkswithDirectMarketingisfrom
Wharton.
http://mba.wharton.upenn.edu/
It’seasy to navigate. Everythingyouneedislinkedinwell-definedareas.Videosof students,
facultyandalumni give youa sense of culture andthe experience aswell ashittheirtarget
demographicskeymessages. The contactsheetinvolvesgatheringall the prospectspertinent
information andinterests. Once yousign-upyoureceive aseriesof well-timedemails staringwithan
inquiryconfirmation –here are some examples:
Dear Gina,
Thank you for your interest in the Wharton MBA and for completing the information request
form on our website. Your information will help us get to know you better, and allow us to
better tailor our communications to suit to your individual needs.
In the days ahead, we will be letting you know you about upcoming information sessions
and special events that may be of interest to you.

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In the meantime, remember to visit our website where you can always find additional
information and answers to your questions.
WHARTON
WOMEN IN
BUSINESS
Wharton attracts more women than
virtually any other MBA program, boasting
the highest percentage of any business
school in the world.
Dear Gina,
Wharton strongly encourages women to consider an MBA degree. In
exploring your options, we invite you to check out Wharton's
wide range of opportunities and initiatives specifically for women, such
as those below:
Connect with the Wharton Women in Business
Club (WWIB)
WWIB focuses on issues relevant to women in business
school, providing social and networking opportunities with
fellow students, alumnae, faculty, administrators, executives,
and entrepreneurs.
In additiontoregularinformative emailstheyconductwebinarsonvarioussubjectsfromfinancing
to whatit’slike beinginthe classroomatWharton. Theyalsoinvite prospectstoa “Weekendat
Wharton” event. Inaddition,astheyhave yourfull contactinformation,yougetcardsand lettersinthe
mail withupcomingeventdates.
DoesWharton reallytopthe listof MBA programs whenitcomesto educatingwomen?Withonly
twomen whobeganinCohort#1 andthe emphasisonwomen’ssocialissuesandeducation –St Kate’s
can reallydifferentiate inthisareaandbecome amarketleader.
http://mba.wharton.upenn.edu/the-wharton-mba-difference/
The videoonthispage,whichgivesanoverview of the “WhartonDifference”withstudentsand
professors –is somethingthatStKate’scoulddo,to showcase the MBA’sunique concentrations,ideas

22. 21
and beliefsaboutbusiness. Videosof studentsandfaculty whorepresenttargetsegmentsorwho
simplygive avoice tothe St.Kate’sMBA wouldbe an excellentadditionanddrive sales.
It isessential thatthe MBA website alsocontaineasytofindcalendarof eventsincluding
applicationdeadlinesanddetails,financial aidandcosttableswhichinclude comparisonstootherMBA
programs,a listof coursesforeach concentrationandtheirdescriptionsandwaystocontact key
individualstheycantalktoabout the program.
The website shouldcontainaregularlyupdatedblogwhere prospectsandinfluencerscan“meet
Michelle,”hearfromcurrentstudentsandlearnaboutactivitiesthe MBA isinvolvedinlocally.

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11 SOCIAL MEDIA PLAN
Social Mediashouldbe an integral partof the IMC planat St Kate’s. Afterall,we have an
IntegratedMarketingCommunicationsprogram! IMCstudentsandotherswitha benttowardsocial
mediause shouldbe encouragedtoparticipate andaddvalue tothe MBA’s social mediapresence. Key
messagesandthe voice of our segmenttargetscouldbe wovenintothe postingsonFacebookand
Twitter,sothat whensomeone seesabusad, skywaysignor hearsaboutus on the radio,that social
mediapresence speaksthe same story. Inaddition,StKate’sasthe ‘sage’archetype cancontinuallyad
value withvideos,businessdiscussions,interestingandprovocative articles. Social mediacouldbe used
to share videosof students,classroomlecture snippetsorfunny events.
LinkedInpagescanbe usedto specificallytargetkeydemographicsandrepostblogsfromMichelle
as a thoughtleader.
It’s probablytime toupdate the logoof the Facebookpage and go aboutincreasingthe “Likes”
fromaround 600 to 1200 in the nextfewmonths.The SaintCatherine MBA page can be addedto
featuredadsandreach evenmore people whoare hearingthe call tochange theirlives.
Twittercan be usedto discussevents,provide uptothe minute experiencesandrepostvideosas
well askkeymessages. Interactingwiththe widercommunityallowspeopletobecome aware of the
MBA.
Instagramwouldbe anotherareato explore –perhapswithphotosof presentationsorevents,
studentledeventsorafterhourssocialsandcohort picnics. Bringculture anddepthto people’s
experiencesof the MBA at St Kate’s.

24. 23
12 MEDIA PLAN
Since there doesnotcurrentlyappeartobe a regularschedule of informationalnightswe would
suggesta basicplanfor the initial stagesof implementationtargetingFall 2015 applicationsdeadlines.
Focuson the webre-designproject,supportmediaandanybrandawarenessbuildingactivitythat
ispossible immediately(ie businside ads). Throughthe summerbegintoleverage available resources
(AMPstudents,photographersetc) tostartgatheringphotosandvideosof students.Developablog
presence andbegintalkingtoyourtargetsegmentsusingkeymessages.
Potentiallybuildstudent-ledcommitteestofurtherkeyactionstepsinthe plan – forexample IMC
studentsinterestedindevelopingtheirresume,couldtake portionsof the planandbe in charge of
implementingonbehalf of StKates. The plancan be furtherrefinedwithotherinputandideas. AMP
program maybe a goodresource for institutingthisprocess.
Upon developingaplantoholdregularinformational nightsforeachof the concentrationareas,
sendpressreleasesandseekearnedmediaopportunities. Adsinnewspapersmentionedwouldbe
goodto drive trafficto events.
As budgetallows,begintoimplementthe granderideasof the plan – billboards,transportsignage,
radiospots. Furtherrefine the timeline atthatstage so that all mediaproductionisalignedwithkey
messages,timingof eventsandsendingpeoplethroughthe stepsof the applicationprocess.
Throughoutthe yearit isimportantto buildawarenessbycontinuallyhavingsome formof
media– such as bussignage thatbeginsthe processof informational gatheringandisfurtherdeveloped
at laterstagesthroughmore specificopportunitiestointeractwiththe brandandthe people.

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13 RELATIONSHIPS:SALES PROMOTION,PUBLIC RELATIONS,PERSONAL
SELLING
As describedpreviously,the sage prospectwill notappreciatealotof hard selling. WhatStKate’s
can do isbecome a communitypresence whichinvitespeopletodiscoverthe possibilitiesandproceed
throughthe stepsof discovery. In the end,whetherornot someone decidestocommittoan MBA at St
Kate’swe wantthe word of mouthto stay positive andconnected.
Furthermore,we wanttobuildrobustcommunitypartnershipswithcompaniesandbusiness
leaders. Todo that,we needtodevelopthose relationshipsandgive themareasontobe a part of the
St Catherine MBA community. Co-sponsoringeventslike Social MediaBreakfast,lecturesortalkson
campusbut visitingbusinessleadersandarrangingforMBA studentvisitstolocal businesseswouldbe
part of that businessdevelopment.
Cross-pollinatewithotherorganizationsthatruneventsrelatedtothe communitysuchas
music,lectures,artexhibitsandchambers.
Findopportunitiesforearnedmediasuchas articlesaboutMichelle,studentprojectsand
studentstoriespublishedaslocal interest. Whatare these future leadersdoingandwhoare they?
Some of our target marketsegmentswon’tapplyunlesstheyfeel they’ll be meetingpeoplewhowill
furthertheircareerand withwhomtheycannetwork.
CommunityvolunteereventsinwhichStKate’sMBA studentscanparticipate maybe another
avenue toraise awarenessandbuildcommunityrelations.
SendingpressandmediakitstoHR departmentsandkeybusinessleadersandstaying
connectedsothat hiringopportunitiesandotherpossibleavenuesof connection(classroomspeaker,
events,lecturesetc) are fostered.

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14 CONCLUSION
Overall,the keycomponentsof the beginningof the St.KatesMBA integratedplan,mustbe to
differentiatein the marketplace bymore effectivelycommunicatingtothe targetsegmentsandbuilding
brand awareness. WhileStKate’sasan institutionisawell-respectedbrand,itistime forthe MBA to
standon its own. We needour ownwebsite –inalignmentwithhow otherinstitutionstreattheirMBA
programsand we needto communicate ourvisionmore often,andinawidervarietyof places.
To that end,eachstepthat the MBA programtakesin that direction,furthersthe process. Aswe
buildcommunitypartnershipsandrelationships,we’ll findincreasedopportunitytoreceive
sponsorshipsanddonations,create hiringopportunitiesforgraduatesandbuildareputationforquality.
By capturingprospectdata viaour webportal,we’ll bettertailorourmessagesover time. We can
use contact informationtobringpeople calledtochange,throughthe stepsof the informationgathering
and applicationprocess. Peoplewhohave successful experienceswithSaintKate’sMBA will create
wordof mouthfor othersseekingthe same opportunity.
Social mediacaneasilyevolve toincludethe workof studentsinthe IMCor othersinterestedin
shapingthe future of the program.
The more that St Kate’sfacultyandstudentscanbe involvedinthe communityincludinghavingthe
St Kate’sMBA brandfront and centerandcollaborative communityeventsandfestivals,the more that
influencerswillfindareasontosendmenteestowardthe programandit’sinformational gathering
processes.
Throughour materials – web,blog,supportmedia –and our publicrelationseffortsthe MBA can
become thatquintessentialsage presenceanddraw to itthose whohave heard the call to make a
change in theirlife andcareer- one way or another.