RESEARCH
COMPANY
COMPANY INFO• Specializes in higher education for working adults seeking career advancement.• Accredited by the Middle Sta...
Student Enrollment                   Revenue (in millions)60000                                  600                      ...
GROWTH STRATEGY • Launch a new campaign in 2011 to re-brand the school. • Develop a new theme/positioning and targeting st...
BRAND POSITIONING Tagline: “We Fit Your Life” • Combines quality of a traditional university education with flexibility and...
INDUSTRY
• Post-secondary education of working adults is a large, underserved, and highly   attractive market   • Attractive workin...
THE TARGET
THE TYPICAL STRAYER STUDENT • An employed working adult, with a family • 2/3 female • Attending classes part-time • Divers...
Methods of Contact (in 2007)                                         Walk-Ins                           Phone Calls       ...
ADVERTISING + MARKETING
Newspaper Ads                   Broadcast         • Major papers:                   • TV              main news & business...
Tagline: “We Fit Your Life”      “Just Like Me”          “Personal Touch”   “Reading of Names”       commercial           ...
NEWSPAPER                                                                    “Educating working adults for “I’ve received ...
MAGAZINEOUTDOOR
SOCIAL MEDIA
COMPETITORS
TOP COMPETITORS
Ad Campaign: “An Educated World Is a Better World”Online Presence
PRINT
OUTDOOR
PRINTOnline Presence
TV       “Your Time”       commercial      “What If”     commercial
Marketing Mix                              Enrollment (09)           55K  • Internet                   Revenue (09)       ...
PRINT
TV
Marketing Mix: • Internet                                                       Enrollment (09)        34K • Print • Radio...
COMMERCIALPRINT
CATHERINE SCRUGGS  Manager of Brand Strategy and Creative Services
Education:  2004 — 2007 Strayer University MBA , Marketing (with Honors),  1983 — 1988 University of DelawareWork:  Straye...
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Strayer research

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  • Strayer research

    1. 1. RESEARCH
    2. 2. COMPANY
    3. 3. COMPANY INFO• Specializes in higher education for working adults seeking career advancement.• Accredited by the Middle States Commission on Higher Education.• Owned by Strayer Education.• Advertising/marketing spending $76.2M i n 2008. Earnings per Share (09) $7.60 Students 54,000 Revenue (09) $511.9M Campuses 85 + online Net Income (09) $105.1M Location 18 states
    4. 4. Student Enrollment Revenue (in millions)60000 600 54,300 511.945000 450 44,600 396.3 36,10030000 300 31815000 150 0 0 2007 2008 2009 2007 2008 2009 Net Income (in millions) Earnings per Share (in dollars) 110 8 105.1 7.6 82.5 6 80 5.67 55 64.9 4 4.47 27.5 2 0 0 2007 2008 2009 2007 2008 2009
    5. 5. GROWTH STRATEGY • Launch a new campaign in 2011 to re-brand the school. • Develop a new theme/positioning and targeting strategy: Hard-Earned Respect for Tenacious Winners • Expanding its physical locations each year to penetrate current markets better and expand into new markets.
    6. 6. BRAND POSITIONING Tagline: “We Fit Your Life” • Combines quality of a traditional university education with flexibility and convenience • Exists for one purpose – to provide adults with a higher education that opens the door to opportunity • Focused its messaging around being the right fit, and offering a supportive and flexible environment for adults
    7. 7. INDUSTRY
    8. 8. • Post-secondary education of working adults is a large, underserved, and highly attractive market • Attractive working adult market segment Education Level of U.S. Population over 25 years of age (187 million people) High school diploma, no degree College graduate 35% 50% 15% Less than high school diplomaSource: U.S. Bureau of Labor Statistics.
    9. 9. THE TARGET
    10. 10. THE TYPICAL STRAYER STUDENT • An employed working adult, with a family • 2/3 female • Attending classes part-time • Diverse in age, income, ethnicity, marital status • Average age is 35 • At least high school/some college education • Employed; average income $60K • Takes two classes per quarter on nights, weekends, Online
    11. 11. Methods of Contact (in 2007) Walk-Ins Phone Calls 3% Direct Mail 10% 7% 80% InternetPerspective students contact the university to inquire information mostly though online methods.
    12. 12. ADVERTISING + MARKETING
    13. 13. Newspaper Ads Broadcast • Major papers: • TV main news & business section • Radio • Community college papers • Military papersOut of Home• Metro stations Outreach• Buses • Exhibitions at expos,• Billboards conferences, fairs MARKETING MIX Social Media Internet • Facebook (3,943 fans) • Twitter (744 followers) • YouTube Direct Mail
    14. 14. Tagline: “We Fit Your Life” “Just Like Me” “Personal Touch” “Reading of Names” commercial commercial commercial “Windows” “Doors” “Anthem” commercial commercial commercial
    15. 15. NEWSPAPER “Educating working adults for “I’ve received a promotion 115 years”every year since graduating.” “You’d be surprised how far you “Earn your MBA when, can go with just a few quarters.” where and how you want.”
    16. 16. MAGAZINEOUTDOOR
    17. 17. SOCIAL MEDIA
    18. 18. COMPETITORS
    19. 19. TOP COMPETITORS
    20. 20. Ad Campaign: “An Educated World Is a Better World”Online Presence
    21. 21. PRINT
    22. 22. OUTDOOR
    23. 23. PRINTOnline Presence
    24. 24. TV “Your Time” commercial “What If” commercial
    25. 25. Marketing Mix Enrollment (09) 55K • Internet Revenue (09) $1.4M • TV • Radio Net Income (09) $165K • Direct Mail • Magazines/Newspapers Earnings per Share (09) $2.28 • Telemarketing Campuses 94 + onlineOnline Presence
    26. 26. PRINT
    27. 27. TV
    28. 28. Marketing Mix: • Internet Enrollment (09) 34K • Print • Radio Revenue (09) $334.6M • Direct Mail • Seminars & trade shows Net Income (09) $42.6K • Corporate, healthcare, US Armed Forces and educational relationships Marketing Expenses (09) $99K * Online advertising (targeted, direct, search and through aggregators) currently generates the largest volume of prospective learners.Online Presence
    29. 29. COMMERCIALPRINT
    30. 30. CATHERINE SCRUGGS Manager of Brand Strategy and Creative Services
    31. 31. Education: 2004 — 2007 Strayer University MBA , Marketing (with Honors), 1983 — 1988 University of DelawareWork: Strayer University (has been with Strayer for almost 13 years.) 2008 – Present Manager of Brand Strategy and Creative Services 2004 – 2008 Production Manager 2000 – 2004 Creative Manager 1997 – 2000 Graphic Artist • Since joining Strayer University as a graphic artist, she has created and executed brand strategies that encompassed Strayer’s rebranding effort when Strayer College became Strayer University, when it unfolded its online program, and created a global presence. • Has seen the University grow from 9 campus location to 85 in over 32 markets. Lucid Design Freelance graphic designerPersonal: • Has 2 daughters • Lives in Arlington,VA • Nominated for International Brand Master 2009 by the Educational Marketing Group - was a finalist but not a winner.

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