1. BAZE UNIVERSITY ABUJA
Brief Marketing Plan
Public Affairs/Marketing Department
SAMEER YESHWANTH
6/1/2010
The document contains the areas where BAZE university needs to concentrate on to create visibility and
interest resulting in student application for its first intake in September 2010

2. Introduction
In order to ‘sell’ the University, visibility must be created. But we also need to know WHERE to
create such visibility.
Nigeria has certain areas that are educationally deemed ‘High demand’ areas. These are areas
that consistently exploring better and more viable alternatives to educational institutions
presently available to patrons in this country.
Areas of Concentration
The following would constitute areas which will be concentrated upon, in creating a viable
visibility for the university with the sole aim of getting patronage.
• Media/ Ads.
• School visits.
• University introductory Seminars (Open Houses).
• Visits to State CEO’s and traditional institutions.
• Visits to corporate bodies and top flight companies.
• Corporate gifts.
• University info materials.
• Applications Process/ admissions
• Website
Media/ Ads: Visits to select broadcast organizations where the Chancellor and the Vice
chancellor will be interviewed on their vision for the school. Such organizations can include
NTA, AIT, State radio stations etc. This will also apply when the university reps go to select
states for introductory seminars or “open house”. This will also create an interest an increase the
number of people that will attend the university introductory lecture in the various states.
BBC World TV gives rates that are better than the rates given by the local media. In our AUN
campaign, it cost the university just N 330,000.00 for 14 slots as opposed to N 500,000.00 for
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3. just one slot on NTA!! This is something that we may wish to further explore. The market
segment we are trying to explore is the segment that has access to the BBC via satellite.
Various Newspapers can also be used for the purpose of advertising for student recruitment.
“Friendly” press men can be sanctioned to write about the university and it programs. This will
generate interest beneficial to the recruitment campaign of the university.
School Visits: The university reps would identify schools in a specific locality and introduce the
university to specifically the final year students. This can be done by identifying the ‘high flying’
schools in the area and having a mini “open house” there.
In the south, there are a lot more, high quality private schools and compared to the north. So we
can concentrate on such schools. In the north however, there are very may excellent government
schools that contain students that would be fit the profile of a student that could be a BAZE
enrollee. These schools as well as the private ones also need to be exploited.
University Introductory Seminars (Open House): These are university arranged and organized
seminar series where the university reps meet with prospective students and their parents to
introduce the school to them. The seminars can have a PowerPoint presentation about the
university, its locale, the courses it offers, cost implications, etc. These open houses serve as
excellent interactive sessions that often result in students applying to the university before the
end of the program.
These sessions also serve as immediate feedback sessions that guide the university in various
aspects admissions planning, public affairs etc.
Visits to stake holders and traditional institutions: In towns that the university reps will visit,
it is often a good PR move if the reps visit various stake holders in the states. These could be
government functionaries (Commissioners of Education, DG’s, Deputy Governors, and
Governors etc). This creates an avenue for introducing the university to the states, gets university
free press and the ‘ feel good’ factor could result in MOU’s being signed between the
governments and the university.
The Traditional institutions especially in the North are revered. A visit to the Emirs can often
result in an endorsement of the university and create goodwill for it and this helps in the student
recruitment drive of the university.
Visits to corporate bodies and top flight companies: Very often, organized meeting with
corporate bodies such as banks, oil and manufacturing firms can create partnerships that only
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4. enhance the clout of the university. Partnerships could include student internships programs, staff
exchange and training etc. These visits could also provide the opportunity for the university
being chosen as a resource center for providing in house executive training for staff of such
bodies and companies.
Often corporate bodies that have developed cordial relationships with universities, provide
support for the various projects of the university.
Corporate Gifts: Its imperative for the university to have trinkets and the like, as presentation
gifts for the various organizations and people its reps might meet. These gifts could include a
range of items including, t-shirts, mugs, caps, calendars etc.
Corporate gifts create a good and a lasting impression about an organization.
University Info Materials: Info packs about the university could include informational leaflets
about the university, its facilities, staff etc. It could also be in a brochure form. These could be
distributed to organizations and schools during the visit by the university reps.
An admissions guide with an admissions form can also help during open houses where students
do not have access to the on-line admissions process.
Application Process: An admissions team needs to be in place in good time to review the
applications for admissions to BAZE. The team must be able to draft and come up with the
admissions forms which would be both posted on line and distributed as hard copy during the
various student recruitment campaigns.
The team should be able to go through all the applications and short list the ones that fulfill the
minimum entry requirements for BAZE . We must be mindful, that in order to achieve a target
intake of 500, admissions personnel must be able to process applications in the range of 1000
plus.
Website: Having a functional university website will enable potential students have access to
university information on line as well has have access to online application forms and procedure.
This will help in reducing the paper work associated with the whole admissions process.
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5. First year Target
500 Students or about 1200 applications
Target Areas
The following constitute High Density Areas:
• Lagos/ Ibadan axis
• PortHarcourt 300 Students
• Asaba
• Abuja
The following constitute Moderate/ Low Density Areas:
• Kaduna/Zaria
• Kano/Jigawa 200 Students
• Maiduguri
• Sokoto/Zamfara/Kebbi
Requirements Before Moving Into Target Areas
The following is needs before BAZE reps move into the targeted areas:
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Appointment of a local ad hoc liaison
Identifying Key Schools
Identifying the main players in education in the area

6. Requirements During the Open House Campaign
The following happen after BAZE reps get to the target area: The upward arrows mean that any
of the points can come before the other.
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Identifying Media station that would interview the
university reps and broadcast jingles
Getting appointments for such visits and interviews
Identifying an appropriate venue for the open house
Dispatching letter of invitations to schools and
individuals for the visit of university reps and the open
house venue
Identifying the hotels in which the university reps will
stay and the mode of transport of the reps to, within,
and from the target area
Preparing the budget
Arrival
Checking Into the Hotel
School Visits

7. Time Line
• JUNE 1st
-6th
: Website up
• JUNE 7th
- 30th
: Curriculum set.
Admissions team in place. Ad Hoc Local Assistants identified and hired. Open House
power point presentation ready.
• JULY 12th
-AUGUST 10th
: University adverts out. Campaigns to start in Abuja, Kano,
Kaduna, Lagos and Port Harcourt.
• SEPTEMBER: Admissions application being screened and students contacted.
• OCTOBER: Orientation Week.
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Open House Presentation
People/Emir Visits
Media Visits and Interviews
Return to Abuja

8. BAZE UNIVERSITY ABUJA
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