Team Falcon created a marketing plan for Colby-Sawyer College's new online Environmental Science program. Their mission was to design a webpage highlighting the program's benefits and competitive advantages to raise awareness and attract potential students. Goals included maximizing awareness through an informative webpage consistent with CSC's branding. Meetings and constant communication helped ensure progress despite members' varied schedules. An analysis found online degrees increasingly popular though CSC's awareness and diversity lagged competitors. The plan targeted local adults seeking environmental careers through geographic, demographic and psychographic targeting. It recommended social media promotion utilizing the consistent webpage design across platforms to spread information cost-effectively. Teamwork and consensus-driven decisions contributed to their anticipated success.

1. Team Falcon
Distant Education Project
Oxana Tkachenko, Jesse Coffey,
Phedorah Rosiclair, Minh Pham, Hoang
Phan

2. 1. Mission Statement
2. Goals and Strategies
3. Meetings
4. Situational Analysis
5. Industry Analysis
6. Market Analysis
7. Marketing Mix
8. Customer Satisfaction
9. Prediction
10. SWOT Analysis
11. Success Factors
12. Future Direction
Marketing Plan Contents

3. “Team Falcon’s mission is to design an
informational webpage for the school’s
website that will convey benefits as well as
the unique competitive advantages of the
new online environmental science program
and thus raising the awareness about the
program from Colby-Sawyer College as well
as attracting potential students”
1. Mission Statement

4. 2. Goals and Strategies
 Raise the awareness about the new
online program as efficient as possible
 The webpage for CSC Environmental Science
Online Program

5. 1. Brain Storm – what was our focus, what
did the client want?
2. Choosing the correct medium
3. Team Falcon & Millennium – consistency
& brand strengthening
 Integrating our work with the overall
marketing goals of CSC
3. Meetings

6.  Online degrees have been popular
among universities
 Colby-Sawyer Online Program
 Low level of awareness and program
diversity compared to other institutions
 Environment Science Online Program
4. Situational Analysis

7.  Online courses
 Flexibility
 Babson Survey Research
 70% of higher education institutions believe
that online education is important
 The amount of students taking online
courses has increased
 Credibility of the online education
5. Industry Analysis

8.  2.6 million students in fully online program.
 17.6% in New Hampshire
 Oregon State University / University of
Phoenix (West)
6. Market Size/Market Share

9.  Geographic: 60 miles around CSC
 Demographic: 20 to 30 years old
 Psychographic: looking for job related to
environmental science
 Behavioral: benefit sought, price sensitivity
6. Target Market/Segmentation

10. Product
 Webpage for environmental science
 Kept a consistent theme with Colby-
Sawyer' website
 Created by using Photoshop
7. Marketing Mix

11. Place and Promotion
 The distribution channel will be provided
by Colby-Sawyer
 Webpage can be used to advertise and
promote learning
 Social media, such as Facebook and
Twitter, can help promote the online
program
 Faculty and students can promote the
webpage by word of mouth
7. Marketing Mix

12. 8. Product/Customer Satisfaction

13.  Potential advantage
of having actual
location
 Relationship between
faculties and students
 Efficient and broad-
reaching marketing
channels
9. Prediction

14. Strengths Weaknesses
• Big Market Share
• Career Opportunity
• Small school
• Limited fund
Opportunities Threats
• Social Media
(Facebook, Twitter,
Instagram, etc)
• New market
competition
10. SWOT Analysis

15. Strength Weaknesses
Opportunities
Develop a strong
social media
marketing plan to
gain more market
share.
Focus on idea for
social media
advertising to reduce
marketing cost .
Threats
Find another way
of communicating
(Facebook, email)
to update the
progress and to
get ideas together.
Contact constantly
with each other to be
aware of competitors
and to avoid any
unexpected event.
10. SWOT Analysis

16.  Our team was always willing to meet
 Kept in constant contact through email
 Worked around sports schedule and
commuting times
 Decisions were made by the team, not
one person
11. Success Factors

17. CSC Online
Business Degree
Environmental
Science Online
Program
College that offers
diverse online
programs
12. Future Direction

18. Thank you!
Questions?