Accelerated MBA Program:A Media Plan for the University of Denver<br />Jonathan Howell<br />Brittany Rubinstein<br />Kelli...
Media Objectives:<br />Create Awareness<br />Promote the “speed” benefit<br />Be memorable<br />Attract more prospective s...
Target Audience:<br />Primary Target: Current business students who are sophomores and juniors at<br />Rice		Houston		3,00...
Media Habits of the Target Audience:<br />Internet<br />Very technologically inclined<br />Amazon.com<br />Magazines<br />...
Why Are We Excited?<br />Internet<br />         - Goal: Amazon.com<br />Print<br />         - Goal: School Newspapers<br /...
Rationale for Media Selection:<br />Internet:<br />Coincides with speed focus<br />Provides the greatest amount of reach a...
2010 Flowchart:<br />
2011 Flowchart:<br />
Budget:<br />
Reach:<br />Guerilla Event - Shoes: 4,000<br />Guerilla Event - Relay: 9,000<br />Print Ads: 8,750<br />Internet:  1,000,0...
Frequency:<br />Guerilla Event - Shoes: 12<br />Guerilla Event - Relay: 3<br />Print Ads: 5<br />Internet: 1<br />Average:...
Creative Strategy:<br />Focused around speed<br />Two guerrilla events<br />Amazon.com<br />Three print ads<br />
Guerilla Ads: Shoes<br />Target Universities<br />Rice<br />Dennison<br />Give away free shoes to honor students<br />Cust...
On Your Marks…<br />
Get Set…<br />
Get Ready…<br />
GO!<br />
Guerilla Event: Relay<br />Target University: SMU<br />Relay race - 3 events<br />Winner prize: $500 Frontier gift card<br...
Internet Marketing:<br />Interactive website<br />Upcoming events and important dates<br />Prospective students have the o...
Print Ads:<br />“Choose One” Campaign <br />Comparative images<br />             - Simple<br />             - Authoritativ...
Concepts:<br />Elevator vs. Stairs<br />Fast Car vs. Old Bicycle<br />Hurdles vs. Straightaway<br />
Conclusion:<br />The Accelerated MBA Program offered by the University of Denver has great potential<br />By utilizing the...
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Accelerated Mba Program

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Marketing Plan for DU One Year MBA Program (Simulation)

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Accelerated Mba Program

  1. 1. Accelerated MBA Program:A Media Plan for the University of Denver<br />Jonathan Howell<br />Brittany Rubinstein<br />Kellie Bonham<br />Katherine Short<br />
  2. 2. Media Objectives:<br />Create Awareness<br />Promote the “speed” benefit<br />Be memorable<br />Attract more prospective students than our competitors <br />Monthly reminders <br />
  3. 3. Target Audience:<br />Primary Target: Current business students who are sophomores and juniors at<br />Rice Houston 3,000<br />SMU Dallas 11,000<br />Dennison Ohio 2,000<br />Trinity San Antonio 2,500<br />Specifically those on the Dean’s List<br />Thinking about grad school, but concerned about the money and time<br />Secondary Target: Parents and college advisors<br />
  4. 4. Media Habits of the Target Audience:<br />Internet<br />Very technologically inclined<br />Amazon.com<br />Magazines<br />Sports Illustrated<br />Cosmo<br />Television<br />MTV<br />Sports<br />Radio<br />1075<br />Alice 105<br />Alice Cooper Show<br />
  5. 5. Why Are We Excited?<br />Internet<br /> - Goal: Amazon.com<br />Print<br /> - Goal: School Newspapers<br />Guerilla<br /> - Goal: Relay Event/ Shoe <br /> Giveaway!<br />
  6. 6. Rationale for Media Selection:<br />Internet:<br />Coincides with speed focus<br />Provides the greatest amount of reach and frequency<br />Cost efficient<br />Print:<br />Personalized form of promotion<br />Increases exclusiveness of offer<br />Response rate increase due to promotional gift<br />Guerilla Events:<br />Interactive promotion<br />Gainrecognition at each school<br />Create buzz<br />Associate DU with creativity, fun, and teamwork<br />
  7. 7. 2010 Flowchart:<br />
  8. 8. 2011 Flowchart:<br />
  9. 9. Budget:<br />
  10. 10. Reach:<br />Guerilla Event - Shoes: 4,000<br />Guerilla Event - Relay: 9,000<br />Print Ads: 8,750<br />Internet: 1,000,000 <br />Total: 1,015,750<br />
  11. 11. Frequency:<br />Guerilla Event - Shoes: 12<br />Guerilla Event - Relay: 3<br />Print Ads: 5<br />Internet: 1<br />Average: 5 (not including internet)<br />
  12. 12. Creative Strategy:<br />Focused around speed<br />Two guerrilla events<br />Amazon.com<br />Three print ads<br />
  13. 13. Guerilla Ads: Shoes<br />Target Universities<br />Rice<br />Dennison<br />Give away free shoes to honor students<br />Custom made<br />Partnership with Nike<br />Shoes for $25 each <br />Reach: 4,000<br />Frequency: 12<br />Cost: $6,000<br />
  14. 14. On Your Marks…<br />
  15. 15. Get Set…<br />
  16. 16. Get Ready…<br />
  17. 17. GO!<br />
  18. 18. Guerilla Event: Relay<br />Target University: SMU<br />Relay race - 3 events<br />Winner prize: $500 Frontier gift card<br />Runner up prize: $20 Chipotle gift card<br />Reach: 9,000<br />Frequency: 3<br />Cost: $4,000<br />
  19. 19. Internet Marketing:<br />Interactive website<br />Upcoming events and important dates<br />Prospective students have the option of receiving emails about updates<br />Q and A <br />Available courses<br />New student integration events calendar<br />Collaborate with Amazon.com/ Facebook<br />Increase reach to all students buying school books online<br />‘Choose one’ interactive caption <br />Caption directs student to website<br />
  20. 20. Print Ads:<br />“Choose One” Campaign <br />Comparative images<br /> - Simple<br /> - Authoritative<br /> - Direct <br />“One Year. One Future”<br /> - Focus on the speed of the program<br /> - No sacrifice to quality of education<br /> - Image and slogans directly correlate to program <br /> features.<br />
  21. 21. Concepts:<br />Elevator vs. Stairs<br />Fast Car vs. Old Bicycle<br />Hurdles vs. Straightaway<br />
  22. 22. Conclusion:<br />The Accelerated MBA Program offered by the University of Denver has great potential<br />By utilizing the outlined media strategy, combined with the DU brand name, this product will succeed!<br />

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