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Roadmap -- USciences Annual Planning


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Annual marketing plan for University of the Sciences (2009-10)

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Roadmap -- USciences Annual Planning

  2. 2. Purpose Set a roadmap to follow next year that becomes a springboard for the future  Analyze and interpret landscape  Action plan for marketing  Branding  Relationship Marketing  Enrollment Management  Retention/Journey  Evolution of Public Relations  Measurement, Timing, Budget
  3. 3. Situation Analysis  Economic, Social, Political, Technology  Higher Ed Industry  Competition  About University of the Sciences  ―Customers‖ we serve
  4. 4. Eeeekonomy Housing crisis Politicians bi-partisan to fix it – HUH? Technology barrage gives new marketing reach opportunities but adds to clutter All in a global world
  5. 5. Eeeekonomy Budget shortfalls in Pennsylvania state ($1.7b) and city of Philadelphia Mergers and moves in pharma J losses ob  But healthcare insulated, still growing rapidly
  6. 6. Hunkering down: Higher Ed Enrollment is anti-cyclical in a recession…  Applications at most four-year state colleges in NJ, PA and the nation are up  Applications increased at 12 of 14 PA state system universities  Drexel received 30,000 apps – 36% increase USP relies on enrollment for 88% of revenue(Source: Philadelphia Inquirer, March 15, 2009)
  7. 7. Hunkering down: Higher Ed ……financing is not  Institution endowments hemorrhaging  Private college loans harder to get  Public funding squeezed by falling tax revenues and increased welfare spending  Raising tuition and fees raises hackles  Falling home values reduce second mortgages  529 accounts shrinking
  8. 8. Hunkering down: Higher EdEnrollment and costs intrinsically linked  ―A $100 increase in tuition correlates to enrollment drops of 0.5% to 1.0%.‖ (Heller study, 1997)  ―75% of 2.7 million full-time, first-time, degree-seeking undergrads received financial aid.‖ (Condition of Education 2008,  Applications at area private schools with big price tags are flat or declining
  9. 9. Competitive View Location…Location…Location  More than 3,000 colleges and universities in Pennsylvania; over 80 in Philly area alone
  10. 10. Competitive View Competition burgeoning…  Surge in community colleges‘ enrollment  From 1960 till 2004 and now recession-driven  In last decade, community college up 24% vs. public 4-year up 19% vs. private 4-year up 15%  For-profit institutions with on-line degrees outpacing all others for last 5 years
  11. 11. Competitive View …as core constricts  Over 45% of USP students from PA  Over 47% of USP students from Mid-AtlanticPercent Change Between 2004-05 and 2014-15 in Total High School Graduates,by State(1992-2022, Western Interstate Commission for Higher Education, March 2008)
  12. 12. About University of the Sciences  Small, private University in West Philly  Rigorous programs for smart and smarter with science and health profession bent  Prestige pricing 2%  5 colleges 15% Area of Major Pharmacy Arts & Sciences Health Sciences 23% 60% Mayes College Total Enrolled Three Year Average 550
  13. 13. About University of the Sciences Niche but we do it all in the niche Networks that work for graduates University of the Sciences in Philadelphia – a brand name that never stuck
  14. 14. About University of the SciencesVision: Be distinguished worldwide as theeminent institution in pharmacy, scienceand health educationStrategy -- Integrated Marketing: Createa culture of brand awareness andintegrated marketing throughout theUniversity. Through marketing progressand accomplishments, enhance the Brandand image of the University locally,regionally, nationally and worldwide
  15. 15. Meet: Kristi Soo-Min Kang ASA Kristie Kang is on Facebook  PharmD major: Philadelphia College of Pharmacy  Legacy family: pharmacist father; dry-cleaner owner mother  Asian American female (third generation)
  16. 16. Meet: Matthew William Harris  Pharma Marketing and Management major: Mayes College (transferred within USP from Physical Therapy)  Insurance actuary father; elementary school teacher mother  Primary influencer -- guidance counselor & friends BMW
  17. 17. Meet: Anuja Shah Pre-med, Biology major: Misher Arts & Sciences College Indian-American, Hindu female (first generation) Primary influencers -- family friends with ties to USP
  18. 18. Meet: Graduate Students Average age -- 35 years old Seek program flexibility Tend to pursue degree to advance careers
  19. 19. Who we are missing Demographics  Hispanic/Latino  Black/African American  Transfers  Non-traditional students  GIs  New Bill (8/09): Tuition/fee scaled to most expensive public college in state of residence  Yellow Ribbon program: Institutions pay up to 50% of GIs‘ costs not covered by the bill with matching funds from Veterans Affairs. (American Association of State colleges and Universities, 2009)
  20. 20. Who we are missing Psychographics  Preference for business or humanities or other first, science second  Trepidation of urban settings  More online delivery and program flexibility  Cash strapped now; caring less about earnings future  Outside geography  Simply unaware
  21. 21. Situation Analysis: Summary  We are living in interesting times  Great to be niche and networked  Not great to be geo bound and tuition tied  Challenged with the Brand  Resource limited  Unknown future
  22. 22. Marketing: Vision – Mission  Vision: Be a true pacesetter in creating and delivering a new generation of higher education marketing  Mission: Use and foster our unique talents in strategic planning, creativity, process and analytics to set the Brand above competitive clutter and to achieve institution‘s goals
  23. 23. Action PlanSuccess = Brand + Relationship + Measurable MarComm  Targeted, Integrated Cross-Channel, Measurable
  24. 24. Action PlanHow we attack it  Continuation -- Following  Twists on Strategy of the Tactics -- Partnering  New Generation of Marketing – Leading
  25. 25. “Brand is how you sort out the cesspool.” (Eric Schmidt, chief executive, Google, as quotes in Advertising Age, October 8, 2008)
  26. 26. Brand -- Research  University of the Sciences in Philadelphia name is clunky and long. ―USP‖ is unmemorable, stands for nothing and didn‘t stick after 10+ years of trying. Drop ―in Philadelphia‖ to cut syllables and avoid geographical limitations. (Singer brand study, qualitative -- 7/08)  BRAND BENCHMARK STUDY. (Moore brand awareness study, quantitative & qualitative – 5/09)
  27. 27. Brand -- Bedrock foundation  Objective: Define, establish and grow brand awareness and perception to halo the University, supporting and advancing all other efforts  Strategy: Create and position a holistic experience and consistent messaging approach to distinguish programs, establish college personas/promises and clearly position the Brand
  28. 28. Continuation Following & Executing  Updating and refreshing existing materials and messages Media  Radio  Signage  Print ads  Website updates  PR: Bulletin, Newsletter  Sponsorships, Event Support
  29. 29. Twists Partnering and strategy of the tactics  Factsheet brochures with unique urls  Social networking – Twitter & Blogs  Vidcasts A picture is worth a thousand words and a video is worth even more!YOUniversity Vidcast
  30. 30. New Generation  Re-position the Brand  Not about a name change  Not about a tagline  Brand is everything  Positioning is defining, differentiating, crystallizing and obvious-simple  Re-find PCP
  31. 31. “There is a yawning chasm between youGeneralists and we Directs. Your gods are notour gods. You cultivate the mystique of„creativity.‟ Some of you are pretentiousposeurs. We humble people who work in directdo not regard advertising as an art form. Ourclients dont give a damn whether we winawards. They pay us to sell their products. „Wesell--or else.‟" (Advertising Manager‘s Handbook, Quote of David Ogilvy, Robert Bly, 1998)
  32. 32. Bridging from the BrandBrand Marketing Relationship MarketingAttitude (Perception) vs. Action (Behavior)Establish the Brand vs. Support the BrandSingular Promise vs. Segmented PromisesEmotional Response vs. Direct ResponseImpart Information vs. Offer InformationSimultaneous Message vs. Sequential Messages“Future” vs. “Now”About “Us” vs. About “You”“What do I say” vs. “What do I do?”Research Dependent vs. Testing Dependent
  33. 33. Enrollment Management Objective: Increase enrollment in the University, in general, and in priority programs, specifically; maximizing penetration in core markets and expanding beyond current strongholds Strategy: Leverage critical decision- making windows by giving consumers info they need, a moment before they even know they need it  Be relevant, authentic, useful, compelling
  34. 34. Continuation  Following & Executing  Direction from: Admissions, Graduate Recruiting & Enrollment, Events  Media  College fair displays  Direct mail  e-Mail  Collateral  Radio with offers
  35. 35. Twists Partnering and strategy of the tactics  Display/banner ad campaign  SEARCH campaign  Relevant messaging to subsegments  Legacy Connection  Community College Awareness Campaign  New List Selects  U-Sciences Prep finds ‗em younger
  36. 36. New Generation ―Resemblers‖ identified with predictive modeling  Geographical pockets  Ethnic groups  Parental Occupations  Grad behavior—attitude--demographics Programmatic focus from cost/capacity data  Tracking cost per channel to optimize Younger than high school juniors  Support revamp in college fair participation  Expanded U-Sciences Prep and High School Outreach (guidance counselors/influencers)  Delaware Valley Science Fair follow up
  37. 37. “The problem when solved will be simple.The obvious is nearly always simple -- sosimple that sometimes a whole generation ofmen and women have looked at it withouteven seeing it.”(Obvious Adams, page 27, Robert Updegraff)
  38. 38. Retention/Journey  Objective: Grow students into lifelong, active advocates  Strategy: Work with internal partners to craft and foster the ultimate USP journey -- initial consideration though campus life and to the pen-stroke into estate planning
  39. 39. Continuation Following & Executing  Direction from: Student Life, Alumni Relations, Institutional Development Media  Events  Direct mail  e-Mail  Collateral
  40. 40. TwistsOpening the digital toolbox  First integrated fundraising email  First e-holiday greeting  Migrating student housing application online
  41. 41. New Generation Marketing mirror database Journey/touchpoints map for dialoguing at moments of truth  Digital and traditional  Manage against lifetime value analysis  80/20 rule for conversion to handraiser generation Social Networking  Digital alumni destination  Facebook fan page with reasons to visit Operationalize word of mouth -- grads
  42. 42. "What is greatness? I willanswer: it is the capacity tolive by the three fundamentalvalues of John Galt: reason,purpose, self esteem." Quote by Ayn Rand, Author of Atlas Shrugged, March 1964
  43. 43. Public Relations/Media Relations Team set up with responsibilities for:  Brand credibility and media buzz; communications to influence audiences  Push of positive news and pull back of (potentially) negative issues and even crises Opportunity to be dynamic part of goal- oriented, integrated ―Marketing PR‖ efforts
  44. 44. Public Relations/Media Relations  Objective: Propel the Brand forward and advance enrollment goals by effectively telling the University‘s story  Strategy: Take advantage of new and existing media opportunities using new and traditional PR and media tactics to reach different audiences
  45. 45. Continuation & Twists Traditional PR  News releases, broadcast coverage, event support, health tips Publications  USP Bulletin, Newsletters New PR  Twitter  Expert and Student blogs
  46. 46. New Generation Tool for geographical expansion End game is enrollment  Measuring results  Integrating efforts
  47. 47. “In God we trust...all others, bring data." (W. Edwards Deming)
  48. 48. Measurement Key Performance Indicators  Brand: awareness and perception  Integration: ROI on traditional and e-channels to new and existing markets  Program: impact on consideration, inquiry, action and conversion to match enrollment goals  Organization effectiveness: partner satisfaction Ongoing – metrics by program Weekly – web analytics Quarterly – marketing dashboard Annually – budget and strategy review
  49. 49. Budget 1% Reconciled Budget 2008-09 1% 0% Marketing Communications 2% 8% Advertising/Media--traditional 8% Advertising/Media--digital 41% Public Relations/Corporate Relations Event Support & Sponsorships Web Development Administration & Supplies 39% Travel & Entertainment 1% 2009-10 Budget 1%• Shift from traditional media 1% Marketing Communications 2%and collateral to digital and 8% Advertising/Media--traditionalexperiential 38% Advertising/Media--digital 14% Public Relations/Corporate Relations Event Support & Sponsorships Web Development Administration & Supplies 35% Travel & Entertainment
  50. 50. "If you wish in this world to advance yourmerits youre bound to enhance; you muststir it and stump it, and blow your owntrumpet, or, trust me, you havent achance." Quote from William S. Gilbert (1836 - 1911) Questions?