1. Arizona Campus Plan
08/09
Communications & Marketing
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2. Goals
 Boost quality of applicant pool and enrollment
numbers for all ATSU Arizona programs.
 Create a top-of-mind-awareness for A.T. Still
University in Greater Phoenix through strategic
public relations and marketing.
 Manage the branding of A.T. Still University
through C&M projects originating from the
Arizona campus.
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3. This document identifies objectives supporting the
aforementioned goals and presents foundational
strategies for achieving success.
Each objective presented here must be supported by
tracking systems to ensure effective stewardship of
any budget we are allocated and to guide future
endeavors.
“Can you measure it? Can you express it in figures? Can you
make a model of it? If not, your theory is apt to be based more
upon imagination than upon knowledge.” - Lord Kelvin (William
Thomson)
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4. Objectives
I. ASHS
Execute individual marketing campaigns for all programs in ASHS.
Campaigns to include advertising, direct mail, e-blasts and presence at
conventions. Plans made with cooperation of Deans and Chairs, online
recruiting manager and C&M office in Kirksville.
All five programs to receive the following:
 Personalization of marketing though collaborative planning. Jointly
determine best publications to use, mailing lists to purchase, and
annual conference to attend.
 Advertisements 4 x per year in professional magazines
 Direct Mail 2-4 x per year
 Marketing collateral support for at least one major
conference/convention per year. To include: handouts, pens, posters,
cards, etc. Check sheets provided for program director attending
events to easily identify what items he/she feels is needed for specific
event.
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5. Objectives, cont.
ASHS, cont.
Advantages:
 C&M will take advantage of volume discounts by purchasing year’s worth of
advertising.
 C&M will create a campaign template with common message, theme and look
that will be used for all program ads.
 Approval process will be streamlined to secure only Provost/Dean sign-off
since all will be modeled from same approved template.
 Direct mail pieces will be large postcards or self-mailer brochures driving more
prospects to website for more effective and paperless presentation of ATSU.
Results for ASHS = more profitable University
 Increased enrollment
 Better use of University budget
 TOMA effect in the Valley
 Increased financial gifts
 Effective brand management
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6. Objectives, cont.
II. Institutional Advancement
Comprehensive support plan for Institutional Advancement
including all major initiatives, signature events and projects that
generate pledges gifts to ATSU. Support will involve guidance of
positioning efforts; video production; production of print
advertisements, brochures, invitations, Save-the Date cards,
correspondence, e-blasts, presentation boards and electronic
brochures; non-specific collateral material; and event support.
Events and projects include, but are not limited to:
o Comprehensive Campaign
o University Council initiatives
o Emerging Health Technologies
o Women’s Wellness initiatives
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7. Objectives, cont.
Institutional Advancement, cont.
Events and projects, cont.
o ASDOH Golf Tournament
o Founder’s Ball
o Alumni gatherings/dinners with deans
o Crystal Awards
o Annual Leadership Campaign
o Branded messaging to support Corporate and
Foundation Relations
Results for I.A.= more profitable University
 Increased enrollment
 Better use of University budget
 TOMA effect in the Valley
 Increased financial gifts
 Effective brand management7

8. Objectives, cont.
III. SOMA
Execute marketing campaign for SOMA. Campaigns to include
advertising, direct mail, e-blasts and stronger local public
relations presence. Plans made with cooperation of Deans and
C&M office in Kirksville. Marketing plan will include support to
SOMA’s Director of Development.
 Stronger than average focus on public relations to garner more press
coverage and “buzz” about SOMA.
 Update web pages supporting SOMA.
 Steeped-up editorial contributions to OM journals.
 Collaborative effort with Dr. Gary Cloud for publicity of CHCs.
Results for SOMA= more profitable University
 Increased quality and quantity of applicant pool
 Better use of University budget through focus on PR
 TOMA effect in the Valley
 Increased financial gifts
 Effective brand management
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9. Objectives, cont.
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IV. ASDOH
Execute individual marketing plan for ASDOH to include advertising,
direct mail, e-blasts and regular press coverage. Comprehensive plan
created with input from Deans and C&M office in Kirksville. Marketing
plan will include support to ASDOH’s Director of Development.
 Stronger than average focus on public relations to garner more press
coverage and “buzz” about ASDOH.
 Oversight of special events.
 Steeped-up editorial contributions to dental journals.
 Updated recruitment and press brochures.
Results for ASDOH= more profitable University
 Increased quality and quantity of applicant pool
 Better use of University budget through focus on PR-- the best free
advertising there is
 TOMA effect in the Valley
 Increased financial gifts
 Effective brand management

10. Objectives, cont.
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V. ASDOH Clinics and Grant-Based Dental
Programs
Execute individual marketing plans for West and East Valley
clinics, and grant-based dental services. Basic plan to promote
such services consists of:
 Spanish language radio ads (12 months) for clinics
 English radio ads supporting the operations of the West Valley
site (three months)
 Small newspaper ads in local editions (Mesa/West Valley)
publications (12 months) for clinics
 Improved website presence for Dental Care West
 General brochures covering services in clinics and programs
(English and Spanish)
(see next page)

11. Objectives, cont.
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ASDOH Clinics and Grant-Based Dental Programs, cont.
 Website pages for grants-based programs
 Giveaway items in both languages for clinics, programs and
special events: magnets, post-it notes, pens, pencils, etc.
Results for ASDOH = more profitable University
 Increased patient numbers in both ASDOH clinics (East and
West Valley)
 Increased number of patients served through grants-based
programs
 Better use of University budget through focus on PR-- the best
free advertising there is
 TOMA effect in the Valley
 Increased financial gifts
 Effective brand management

12. Objectives, cont.
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VI. Emerging Health Technologies Initiative
Execute new, comprehensive marketing and public relations
support strategies for Emerging Health Technologies initiative on
Arizona campus. Includes marketing support to Director of
Development for new program. Particularly important to the
project will be public marketing and promotion.
Marketing support initially needed will include:
 Public presentation as categorized in business plan
 Virtual tour/Fly-through of architectural renderings
 Major press coverage initiative
Results for EHT Initiative = more profitable University
 TOMA effect in Valley
 More print articles and TV coverage
 Increased and profitable business partnerships
 Improved brand management
 Increased financial gifts

13. Objectives, cont.
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VII. Woman’s Wellness Initiative
Execute new, comprehensive marketing and public relations support strategies
for Woman’s Wellness Initiative on Arizona campus. Includes marketing support
to Institutional Advancement for new program. Effort will include but not be
limited to:
 Electronic brochure
 Paper brochure
 Special events: luncheons and speaker presentations
 Print advertising
 Materials to support educational component
 Website presence
Results for Woman’s Wellness Initiative = more profitable University
 TOMA effect in Valley
 More print articles and TV coverage
 Increased and profitable business partnerships
 Improved brand management
 Increased financial gifts

14. Objectives, cont.
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VIII. Institutional Advancement’s Comprehensive
Campaign
Execute new, comprehensive marketing and public relations
support strategies for Comprehensive Campaign on Arizona
campus. Includes advertising, direct mail, e-blasts and
significant local public relations presence. Plans made in
cooperation with Institutional Advancement, and C&M offices
here and in Kirksville.
Results for Arizona Comprehensive Campaign = more profitable
University
 Increased financial gifts
 TOMA effect in Valley
 More print articles and TV coverage
 Increased and profitable business partnerships
 Improved brand management

15. Objectives, cont.
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IX. University Council Initiative
Support activities of the University Council by participating as an
institutional member; developing, and in some cases writing,
presentation materials; obtaining press coverage for activities of
the council; and developing relationships with council members
to solicit active engagement in personal promotion of ATSU.
Results for University Council Initiative = more profitable
University
 Increased financial gifts
 TOMA effect in Valley
 More print articles and TV coverage
 Increased and profitable business partnerships
 Improved brand management

16. Objectives, cont.
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X. National Center for American Indians
Health Professions
Execute new marketing support strategies for National Center for
American Indians Health Professions (NCAIHP) grant program.
Support to executive director for collateral and website.
Promotion of SAID and its student ambassadors.
Results for NCAIHP grant program= more profitable University
 Increased program participation
 Improved Hometown Recruitment for American Indians
 TOMA effect in Valley
 More print articles and TV coverage
 Improved brand management

17. Objectives, cont.
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XI. Publications
Contributions to content and editorial
development of ATSU website, Still Magazine
and Still News (electronic/hard copy
publications).
Results for improved publications = more profitable
University
 Improved alumni communications
 Increased financial gifts
 TOMA effect in Valley
 Improved brand management
 Improved editorial and better representation of
A.T. Still in Mesa

18. Objectives, cont.
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XII. Online Recruitment
Coordinate with Online Recruitment leadership to track effectiveness of
ads and mailings during the time prospective students are contacted by
enrollment counselors. Explore optional tracking measures which can
be implemented on our website. Review all marketing messages and
outreach developed by the online team members for management of
brand.
Results for improved online recruitment = more profitable
University
 Increased enrollment numbers
 TOMA effect internationally
 Effective and measurable optimization
 Improved brand management

19. Objectives, cont.
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General C&M Support
Improved internal communications support including but not
limited to internal public relations, graduation/white coat
ceremony programs and invitations, talking points for special
events, and more.
Intent to create unified collateral and marketing support
materials for all objectives/initiatives, i.e. Institutional
Advancement folder with pockets and interchangeable
stackable fact sheets.
Intent to respond more expediently and efficiently.

20. Public Relations
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Identify and create publicity pieces showcasing the Arizona
campus at least 4 times monthly. These showcases can be from
any and all schools and programs.
Write press releases and do follow up after press releases go out
by contacting and building personal relationships with members
of the Phoenix media.
Promote special events and secure media to attend these
events.
 Obtain:
 3-4 national publication articles annually (includes newspaper
and glossy magazine coverage)
 12- 16 regional publication articles annually (includes newspaper
and glossy magazine coverage)
 4-6 regional television features (may be footage or news
packages)

21. Conclusion
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With three schools on the Mesa campus, and expansion of
the Arizona Health & Technology Park, there is a demand
for a clear and comprehensive communications and
marketing plan.
Supporting the team of marketing and communications
professionals in Mesa in order to effectively address and
execute the plan is a necessity to keep up with the
demand for professional, consistent messaging.
Resources should be optimal, as well as support from
leadership. It is equally important that this Arizona team
seamlessly work with, and for, the main office in Kirksville.
“Find the problems; constantly improve the system of production
and service. There should be continual reduction of waste and
continual improvement of quality in every activity so as to yield a
continual rise in productivity and a decrease in costs. “