This document provides an overview and data summary for a joint MBA program between University of Baltimore and Towson University. It outlines issues with the program's branding, creative materials, media strategy, and web presence. It then provides extensive data on applicant demographics, enrollment trends, and conversion rates. The document requests proposals for a new program name/brand, multi-year marketing campaign, annual media strategy, and redesigned website. Accompanying the summary is detailed enrollment and application data to inform strategic recommendations.

1. .

2. Table of Contents
Overview 1–2 Geographic
Reference Information 3–5 Prospects: Top 10 MD Cities 42
Conversion Rates & Funnels 6 Applicants: Top 10 MD Cities 43
Prospect Questionairre 7–8 Matriculated: Top 10 MD Cities 44
Web Prospects: MD Counties 45
Web Visits 9 Applicants: MD Counties 46
Unique Visitors 10 Matriculated: MD Counties 47
Average Visit Duration 11 Applicants: US State 48
Bounce Rate 12 Applicants: Non-US Countries 49
Pages Per Visit 13 Matriculated: Non-US Countries 50
Pageviews 14 Enrollment Funnel
Visits by Month 15 Prospects: Timeline 03–12 51
Unique Visits by Month 16 Prospects: Timeline 09–12 52
Average Visit Duration by Month 17 Prospects: Timeline 10–12 53
Bounce Rate by Month 18 Prospects: Year Over Year 54
Pages Per Visit by Month 19 Applicants: Timeline 06–12 55
Pageviews by Month 20 Applicants: Year Over Year 56
MBA Homepage Bio Demo 21 Stealth Applicants by Term 57
MBA Homepage Visitors by State 22 Matriculated Year Over Year 58
MBA Homepage Audience Profile 23 Subplan
Sex Subplan by Status 59
Sex: Prospects 24 Conversion Intervals
Sex: Applicants 25 Prospect to Applicant: Months 60
Sex: Matriculated 26 Applicant to Matriculated: Months 61
Sex: Enrolled 27 Prospect to Matriculated: Months 62
Race Conversion Intervals by Status/Term 63
Race: Prospects 28 Enrollment
Race: Applicants 29 Term: Online 64
Race: Matriculated 30 Term: Face-To-Face 65
Race: Enrolled 31 Term/Age/Delivery (Fall 12) 66
Age Term/Gender/Delivery (Fall 12) 67
Age: Prospects 18–55 by Age 32 Term/Delivery /Gender/Credits (Fall 12) 68
Age: Prospects 18–55 by Term 33 Term/Race 69
Age: Applicants 18–55 by Age 34 Term/Delivery/MD/City (Fall 12) 70
Age: Applicants 18–55 by Term 35 Term/Sub-Plan/Delivery (Fall 12) 71
Age: Applicants by Year 36 Past Marketing
Age: Matriculated 18–55 by Age 37 MGH Online Results July '12 72–75
Age: Matriculated 18–55 by Term 38 Tuition & Fees Comparison 76
Age: Matriculated by Year I 39 MGH Campaign Analysis: Web Traffic 77–78
Age: Matriculated by Year II 40 MGH Media Schedules
Age: Enrolled to 55 41 Fiscal 2008–09 79
Fiscal 2009–10 80
Fiscal 2010–11 81
Summer 2012 82
Millennial Notes 83–86

3. OVERVIEW
Introduction
University of Baltimore and Towson University began jointly offering the UB/Towson MBA degree program
in 2006. Prospect volume has trended upward since; however applications and enrollments have been in
decline since at least 2009.
While the decline in applications and enrollments can be attributed to many factors, this request for
proposal seeks to address marketing-centric factors, specifically branding, creative, media strategy and web
presence.
RFP recipients are asked to participate in a preliminary review meeting with the program team
within one week of receiving this document. In addition, RFP Recipients are asked to respond
within four weeks with an in-person presentation to the program team at a mutually convenient
date, time and location. Extensive data is summarized and attached to provide a strategic
foundation for presentation preparation.
An open and ongoing dialog throughout the four-week preparation process is encouraged, and the
point of contact for all questions is listed below.
A decision will be rendered by the program team within two weeks of the final presentation.
Point of Contact
Jesse Trahan
Director of Graduate Marketing
Towson University
410-704-2025
jtrahan@towson.edu
1

4. Branding
Issue: The program’s current designation as “UB/Towson MBA” (or any variant incarnations) is bland and uninspired.
Alumni who participated in MBA redesign focus groups related issues with placing it on their resumes including out-of-
state employers asking “What is the ub tow son MBA?”
Visually, the juxtaposition of our two university logos next to the name is awkward and needs to be treated in such a
way as to double the program’s effectiveness and enhance its brand equity.
Objective: A standalone identity (name and mark) for the program with caché and gravitas that combines both
University names and strongly references the program’s contemporary nature and dual Baltimore locations. For
example:
The Baltimore MBA
University of Baltimore / Towson University
Requested: 1–3 program names and accompanying marks, at least one of which should be a combination of UB’s
“sliced quad” and TU’s “banners”
Creative
Issue: Historically, messaging and visuals have been driven by short-term goals (increasing enrollment in the next 1–2
terms) and thus have lacked continuity. Messaging, tone, and visuals were produced with little audience insight from
the universities.
Objective: Develop a multi-year evolutionary campaign that communicates the program’s most prominent strengths
and differentiators using language and imagery that is customized to our audience(s) as defined in the accompanying
overview and detailed analysis.
Requested: 1-3 campaign concepts with accompanying radio script, print advertisement and banner advertisement
samples
Media
Issue: Historically, media strategy has been driven by short-term (upcoming 1-2 terms) goals and as such has lacked
continuity and university-provided target audience insight. Past media plans may be referenced on pages XXX-XXX.
Objective: Develop an annual media strategy that is customized to our audience(s) as detailed in the Data Summary
below. Provide detailed ROI reporting including recommendations for optimization, experimentation and new
opportunities, on a monthly basis with the option to review formally via conference call or meeting.
Requested: Media strategy and schedule for the remainder of this fiscal year ($94,000) and the upcoming fiscal year
($130,000)
Web Presence
Issue: The web site has not been refreshed for two years.
Objective: Develop a new web site that is customized to our audience(s) as detailed in the Data Summary below and
representative of the branding and creative outlined above.
Requested: 1–3 home page treatments, an outline of your web (re)design process, and relevant examples of finished
products
2

5. REFERENCE INFORMATION
Online & On-Campus
Students can complete the entire degree online, but only with a general specialization because not all specialization
elective courses are offered online.
Students may take all fundamental and core courses at either university. However, these courses switch between
semesters. For example, UB will offer MGMT 600 in the fall and Towson will offer it in the spring. A student could
conceivably take all the core and fundamental courses on one campus.
An elective course is usually offered at the campus that has a teaching proficiency in it. It is doubtful a student could
finish their elective at one on-campus location.
SWOT Analysis
STRENGTHS OPPORTUNITIES
AACSB Accredited Increase in 18–24 segment
Less expensive than Johns Hopkins and
Increase in face-to-face students
UMCP
Competitively priced with Loyola Alumni success
Racially diverse student body Employer affinity
2 campuses Upcoming curriculum redesign
Any combination of face-to-face, part-time, Cost positioning against Loyola, Johns
online, full-time Hopkins and UMCP
Strong Baltimore City/County-sourced Brand positioning against UMUC, Frostburg
student body and Mt. Saint Mary’s
More brand equity than UMUC, Frostburg
and Mt. Saint Mary’s
WEAKNESSES THREATS
Inconsistent marketing Contracting enrollment funnel
Similar in cost to Loyola Dual university confusion, apprehension
Many specializations unavailable online Decrease in online students
Weak presence outside of MD Lack of out-of-state recognition
More expensive than UMUC, Frostburg and Lengthening prospect-to-applicant
Mt. Saint Mary's timelines
Less brand equity than Loyola, Johns Frostburg's accreditation, online option,
Hopkins and UMCP aggressive marketing
Decrease in stealth applications
Decrease in 30–34 segment
3

6. Data Summary
Sex: Applicants (26)
 Males prefer part-time (strongest overall segment) both online and face-to-face (69)
 Females prefer part-time overall, but full time when face-to-face (69)
Feb 2006–Oct 2012: Oct 2011–Oct 2012:
52% Male, 46% Female 54% Male, 45% Female
Race: Applicants (30)
 Whites have been steadily increasing, with a decline in 2009
 Blacks, Asians and Hispanics peaked in 2009 and have been declining since
 Blacks had a strong resurgence in Fall 2012 (perhaps an anomaly)
Feb 2006–Oct 2012: Oct 2011–Oct 2012:
41% White 49% White
27% Black 30% Black
18% Blank 11% Blank
13% Asian 10% Asian
Age: Applicants (35-37)
Feb 2006–Oct 2012: Oct 2011–Oct 2012:
10% 18–24 27% 18–24
39% 25–29 39% 25–29
26% 30–34 16% 30–34
12% 35–39 8% 35–39
6% 40–44 5% 40–44
3% 45–49 2% 45–49
2% 50–55 2% 50–55
Top 10 Maryland Cities (43-45)
Feb 2006–Oct 2012: Oct 2011–Oct 2012:
1. Baltimore 1. Baltimore
2. Owings Mills 2. Towson
3. Towson 3. Owings Mills
4. Bel Air 4. Bel Air
5. Parkville 5. Cockeysville
6. Columbia 6. Columbia
7. Ellicott City 7. Annapolis
8. Cockeysville 8. Parkville
9. Abingdon 9. Ellicott City
10. Annapolis 10. Abingdon
4

7. Top 8 Maryland Counties (46-48)
Feb 2006–Oct 2012: Oct 2011–Oct 2012:
1. Baltimore City 1. Baltimore City
2. Baltimore 2. Baltimore
3. Anne Arundel 3. Anne Arundel
4. Harford 4. Prince George’s
5. Howard 5. Harford
6. Prince George’s 6. Montgomery
7. Montgomery 7. Howard
8. Carroll 8. Carroll
Application Volume & Patterns (56-57)
 Due to deadlines, applications in the program ramp up Feb, peaking in Aug and ramp up Sep,
peaking in Jan (57)
Delivery Mode (65-69)
 Face-to-face enrollment is greater than online enrollment by an approximate ratio of 5–4 (67)
 Online enrollment ramped up to a 2010 peak, and has declined since (65)
 Face-to-face enrollment ramped up to 2008, declined 2009-2010, and ramped back up 2011-12
(opposite of online) (66)
Distance--Top Maryland Cities (43-45, 71)
 Distance does not appear to be a delivery method factor
Approximate Ratio
City
Face-To-Face Online
Baltimore 5 4
Owings Mills 8 7
Towson 7 5
Parkville 4 3
Bel Air 3 2
Ellicott City 1 1
Cockeysville 2 1
Columbia 8 7
Annapolis 1 1
Abingdon 1 2
Sub-Plans by Delivery (60, 67-69, 72)
 Top 3 specializations, after “general,” are finance, marketing, and health management
 Finance is more popular face-to-face 2–1
 Marketing is more popular face-to-face 3–2
 Health management is more popular face-to-face 2–1
5

8. UB/Towson University
MBA Enrollment Funnels
Term Prosps PApps CApps Admits Accepts Enrolls Denies Term Prosps PApps CApps Admits Accepts Enrolls Denies
FA09 986 423 271 236 182 156 35 SP09 630 265 182 162 115 110 20
FA10 810 393 253 214 160 145 39 SP10 604 211 128 112 95 88 16
FA11 1317 414 221 183 127 121 38 SP11 752 231 141 122 84 78 19
FA12 1873 397 210 161 125 104 49 SP12 718 250 140 117 90 85 23
Term Prosps PApps CApps Admits Accepts Enrolls Denies Term Prosps PApps CApps Admits Accepts Enrolls Denies
FA09 100% 43% 64% 87% 77% 86% 13% SP09 100% 42% 69% 89% 71% 96% 11%
FA10 100% 49% 64% 85% 75% 91% 15% SP10 100% 35% 61% 88% 85% 93% 13%
FA11 100% 31% 53% 83% 69% 95% 17% SP11 100% 31% 61% 87% 69% 93% 13%
FA12 100% 21% 53% 77% 78% 83% 23% SP12 100% 35% 56% 84% 77% 94% 16%
FA09 Funnel SP09 Funnel
Prosps Prosps
CApps CApps
Accepts Accepts
FA10 Funnel SP10 Funnel
Prosps Prosps
CApps CApps
Accepts Accepts
FA11 Funnel SP11 Funnel
Prosps Prosps
CApps CApps
Accepts Accepts
FA12 Funnel SP12 Funnel
Prosps Prosps
CApps CApps
Accepts Accepts
Denies Funnel Denies Funnel
FA09 SP09
FA10 SP10
FA11 SP11
FA12 SP12
6

9. Online Question to Prospects (Info Request Form)
What are the three most important factors to you in selecting an
MBA program? (please select only three)
Choices
AACSB Accreditation
Career Services
Cost
Number of Specializations Available
Online and On-Campus Learning
Reputation / Ranking
291 Population
261 Sample Size
99% Confidence Level
3% Confidence Interval
Votes Feature Percentage*
183 Cost 70%
140 AACSB Accreditation 54%
135 Online / On-Campus 52%
101 Career Services 39%
101 # Specializations 39%
84 Reputation / Ranking 32%
*Based on the population and sample size we can say with 99%
confidence that the response percentages are accurate within 3%
7

10. MBA Selection
Most Important Factors
*Based on the population and sample size we can say with 99% confidence that the response percentages are accurate within 3%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Cost AACSB Accreditation Online / On-Campus Career Services # Specializations Reputation / Ranking
8

11. -
10,000
12,000
14,000
2,000
6,000
4,000
8,000
2008.07
2008.08
2008.09
2008.10
2008.11
2008.12
2009.01
2009.02
2009.03
2009.04
2009.05
2009.06
2009.07
2009.08
2009.09
2009.10
2009.11
2009.12
2010.01
2010.02
2010.03
2010.04
2010.05
2010.06
2010.07
2010.08
Visits
2010.09
2010.10
2010.11
2010.12
2011.01
2011.02
2011.03
2011.04
2011.05
2011.06
2011.07
2011.08
2011.09
2011.10
2011.11
2011.12
2012.01
2012.02
2012.03
2012.04
2012.05
2012.06
2012.07
2012.08
2012.09
2012.10
9

12. Unique Visitors
9,000
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
-
10

13. Avg. Visit Duration
0:04:19
0:03:36
0:02:53
0:02:10
0:01:26
0:00:43
0:00:00
11

14. 0%
10%
20%
30%
40%
50%
60%
70%
2008.07
2008.08
2008.09
2008.10
2008.11
2008.12
2009.01
2009.02
2009.03
2009.04
2009.05
2009.06
2009.07
2009.08
2009.09
2009.10
2009.11
2009.12
2010.01
2010.02
2010.03
2010.04
2010.05
2010.06
2010.07
2010.08
2010.09
2010.10
Bounce Rate
2010.11
2010.12
2011.01
2011.02
2011.03
2011.04
2011.05
2011.06
2011.07
2011.08
2011.09
2011.10
2011.11
2011.12
2012.01
2012.02
2012.03
2012.04
2012.05
2012.06
2012.07
2012.08
2012.09
2012.10
12

15. Pages Per Visit
6.00
5.00
4.00
3.00
2.00
1.00
-
13

16. -
10,000
15,000
25,000
30,000
35,000
40,000
45,000
50,000
20,000
5,000
2008.07
2008.08
2008.09
2008.10
2008.11
2008.12
2009.01
2009.02
2009.03
2009.04
2009.05
2009.06
2009.07
2009.08
2009.09
2009.10
2009.11
2009.12
2010.01
2010.02
2010.03
2010.04
2010.05
2010.06
2010.07
2010.08
2010.09
Pageviews
2010.10
2010.11
2010.12
2011.01
2011.02
2011.03
2011.04
2011.05
2011.06
2011.07
2011.08
2011.09
2011.10
2011.11
2011.12
2012.01
2012.02
2012.03
2012.04
2012.05
2012.06
2012.07
2012.08
2012.09
2012.10
14

17. Visits by Month
2009 2010 2011 2012
13,000
12,000
11,000
10,000
9,000
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
-
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
15

18. Unique Visits by Month
2009 2010 2011 2012
9,000
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
-
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
16

19. Average Visit Duration by Month
2009 2010 2011 2012
0:04:19
0:03:36
0:02:53
0:02:10
0:01:26
0:00:43
0:00:00
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
17

20. Bounce Rate by Month
2009 2010 2011 2012
70%
60%
50%
40%
30%
20%
10%
0%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
18

21. Pages Per Visit by Month
2009 2010 2011 2012
6.00
5.00
4.00
3.00
2.00
1.00
-
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
19

22. Pageviews by Month
2009 2010 2011 2012
50,000
45,000
40,000
35,000
30,000
25,000
20,000
15,000
10,000
5,000
-
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
20

23. MBA Homepage as of Nov 30, 2012
Demographic Attribute Composition Index
Siteographics Similar Audience
Gender - Male 49.9% 102
Categories of sites that Websites within our Quantified
Gender - Female 50.1% 97
your visitors view online Publisher program that your visitors
Age - 18-24 18.2% 138
Age - 25-34 23.0% 111
also view
Age - 35-44 24.9% 91 Category Affinity Site Site Reach Affinity
Age - 45-54 20.7% 92 politics & commentary 2.12 wbal.com 246,621 193.06
Age - 55-64 9.4% 85 science/nature 1.82 wbaltv.com 565,312 174.69
Age - 65+ 3.7% 65 fantasy sports 1.76 foxbaltimore.com 170,729 126.77
Head of HH Education - No College 34.3% 76 regional/local news 1.62 abc2news.com 405,682 114.40
Head of HH Education - College 46.5% 114 fashion/cosmetics 1.53 hot995.com 130,003 99.89
Head of HH Education - Grad. School 19.2% 133 career resources 1.50 studentsreview.com 243,190 73.74
Ethnicity - Cauc. 73.2% 96 science & technology 1.48 search.usnews.com 141,737 61.08
Ethnicity - Afr. Am. 11.8% 129 technology 1.48 gazette.net 229,320 53.93
Ethnicity - Asian 6.0% 140 nonprofit 1.44 insidelacrosse.com 103,930 47.60
Ethnicity - Hisp. 7.6% 80 online trading 1.44 fredericknewspost.com 238,299 44.11
Ethnicity - Other 1.5% 104 business news & info 1.42 usnews.rankingsandreviews.com 3,592,656 35.56
HH Income - $0-50k 47.8% 94 reference 1.42 emory.edu 128,706 33.63
HH Income - $50-$100k 28.9% 99 commerce - food 1.42 nbcwashington.com 751,458 29.37
HH Income - $100-$150k 13.1% 108 news 1.40 ethiopianairlines.com 141,104 26.29
HH Income - $150k+ 10.2% 121 news/information 1.39 brainmass.com 629,779 26.28
Affinity represents comparison to average internet site (1 = average) © 2011 Quantcast Corporation. All Rights Reserved.
Confidential.
Index represents comparison to US internet audience (100 = average). Data is representative of unique cookies.
21

24. Where are MBA Customers?
• 50% of the converting audience
is located in Maryland.
• Maryland, District of Columbia,
and Delaware have the highest
index for making a purchase.
• Quantcast’s campaign
optimization dynamically adjusts
to find users within locations of
high concentration.
© 2011 Quantcast Corporation. All Rights Reserved.
Confidential.
22

25. MBA– Homepage Audience Profile
Audience Is: Audience Is Not:
Female Male
Age 25-44 Age 65+
Caucasian and Asian Hispanic
HHI $0-50k HHI $100-150k
Audience is Interested in: Audience is not Interested in:
Politics & Commentary Kids
Science/Nature Computer Software
Fantasy Sports Games-Online Play
Regional/Local News Teen Communities
Audience is Strong in : Audience is not strong in:
Maryland Missouri
District of Columbia Wisconsin
Delaware Arizona
© 2011 Quantcast Corporation. All Rights Reserved.
Confidential.
23

26. Pros Yr.Mo Sex: Prospects
Sum of #
F
6%
M
6%
(blank)
88%
24

27. App Yr.Mo Sex: Applicants
Sum of #
(blank)
1%
F
45%
M
54%
25

28. Matr Yr.Mo Sex: Matriculated
Sum of #
(blank)
1%
F
43%
M
56%
26

29. Matr Term Enr Sex: Enrolled
Sum of # (blank)
1%
F
42%
M
57%
27

30. Pros Yr.Mo Race: Prospects
Sum of #
ASIAN
HISPA
1%
0%
BLACK
3% WHITE
5%
(blank)
91%
28

31. App Yr.Mo Race: Applicants
Sum of #
(blank) ASIAN
11% 10%
BLACK
30%
WHITE
49%
HISPA
0%
29

32. Matr Yr.Mo Race: Matriculated
Sum of #
ASIAN
8%
(blank)
7%
BLACK
21%
HISPA
0%
WHITE
63%
30

33. Matr Term Enr Race: Enrolled
Sum of #
ASIAN
7%
(blank)
7%
BLACK
19%
HISPA
0%
WHITE
66%
31

34. Pros Yr.Mo Age: Prospects 18-55
Sum of # Core Range: 22–26
120
114
100
100 96
93 92
80
60
60
52
50
44 44
41
40 36
25 24
21 22 23
19 19
20 17 17 17
14 14 15 15 14
12 11 11 12 11
8 8
6
4 3 4
0
18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55
Age
32

35. Sum of # Age by Term: Prospects 18-55
Prospects Skewing Younger Over Time
140
120
100
80
Pros Term
1104
1114
60
1124
40
20
0
18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55
Age
33

36. App Yr.Mo Age: Applicants 18-55
Sum of # Core Range 23–26
90
84
80
70 68
65
60
51
50
43
39
40
31 31 30
30 27 26
20
20
16
14 13
9 8 9
10 7 7 7 7
6 6 6 5
3 4 4 4
1 2 1 2 1 2 1
0
18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54
Age
34

37. Sum of # Age: Applicants 18-55
Core Range 26-30
70
App Term
1104 1114 1124
60
50
40
30
20
10
0
18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55
Age
35

38. Age: Applicants
<25 25-29 30+
100%
90%
37% 36%
80%
43%
50%
70% 58%
60%
50%
36%
41%
40%
45%
30%
47%
20%
41%
28%
10% 22%
11%
1% 3%
0%
2008 2009 2010 2011 2012
36

39. Matr Yr.Mo Age: Matriculated 18-55
Sum of # Core Range: 23–26
70
66
60
55
50
43
40
35
34
33
30 30
30
23
20 19
14 14
13 13
12
10 9
7
6 6 6
5 5 5
4 4
3 3 3 3
2 2
1 1 1
0
20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 51 52 53 54
Age
37

40. Sum of # Age: Matriculated 18-55
Core Range: 27-30
30
Matr Term
1104 1114 1124
25
20
15
10
5
0
20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 50 51 52 53 54 55 56
Age
38

41. Matr Mo Age: Matriculated
Sum of # Matr Yr
2008 2009 2010 2011 2012
50
45
40
35
30
25
20
15
10
5
0
20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 63 70
Age
39

42. Age: Matriculated
<25 25-29 30+
100%
90%
37% 36%
80%
51% 50%
70% 59%
60%
50%
35%
42%
40%
30% 42%
48%
20% 41%
29%
10% 21%
9%
0% 1%
2008 2009 2010 2011 2012
40

43. Matr Term Age to 55: Enrolled
Sum of # Skewing younger in later terms
Core Range: 24–26
45
40
35
30
25
20
15
10
5
0
21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 44 45 47 48 49 51 52 53 54
Y
Enr Age
41

44. Pros Yr.Mo Top Ten MD Cities: Prospects
Sum of #
MD Silver
Spring MD
Towson
MD
Columbia
MD Ellicott
City
MD Owings Mills
MD Cockeysville
MD Bel Air
MD Laurel
MD Baltimore
MD Parkville
42

45. App Yr.Mo Top 10 MD Cities: Applicants
Sum of # 46% All; 57% MD
Baltimore 28% All; 36% MD
MD Towson
MD Owings
Mills
MD Bel Air
MD
Cockeysvill
e
MD Columbia
MD Annapolis
MD Parkville
MD Ellicott City
MD Abingdon
MD Baltimore
43

46. Matr Yr.Mo Top 10 MD Cities: Matriculated
Sum of # 50% All; 58% MD
Baltimore 31% All; 36% MD
MD Towson
MD
Cockeysvill
e
MD Bel Air
MD Columbia
MD Parkville
MD Annapolis
MD Ellicott City
MD Baltimore
MD Owings Mills
MD Abingdon
44

47. Pros Yr.Mo MD Counties: Prospects
Sum of # 60% of MD prospects reside in Baltimore/Baltimore City
MD Anne Arundel
7%
MD Prince
MD Montgomery George’s
9% 6%
MD Howard
6%
MD Harford
6%
MD Baltimore
17%
MD Carroll
3%
MD Baltimore City
41%
45

48. App Yr.Mo MD Counties: Applicants
Sum of # 61% of MD applicants reside in Baltimore/Baltimore City
MD Anne Arundel
11%
MD Prince George’s
8%
MD Harford
7%
MD Baltimore MD Montgomery
23% 7%
MD Howard
6%
MD Carroll
3%
MD Baltimore City
33%
46

49. Matr Yr.Mo MD Counties: Matriculated
Sum of # 61% of MD matriculated reside in Baltimore/Baltimore City
MD Howard
MD Anne Arundel 8%
11%
MD Montgomery
7%
MD Harford
6%
MD Baltimore
21%
MD Prince George’s
6%
MD Carroll
2%
MD Baltimore City
37%
47

50. App Term Applicants: US State
Sum of #
USA PA
7%
USA VA
USA NY
5%
3%
USA NJ
3%
USA CA
2%
USA DC
2%
USA FL
1%
USA TX
1%
USA NC
1%
USA MD
75%
48

51. App Yr.Mo Non-US Countries: Applications
Sum of #
SAU, 27
CHN, 14
NGA, 46
CMR, 12
GBR, 11
PAK, 10
CAN, 7
KEN, 6
GHA, 5
IND, 69
49

52. Matr Yr.Mo Non-US Countries: Matriculated
Sum of #
NGA, 2
CAN, 1
SWE, 1
TUR, 2
IRN, 1
KOR, 1
CHN, 1
THA, 3
BMU, 1
ZMB, 1
NPL, 1
IND, 4
SAU, 1
50

53. 50
0
-50
100
150
250
300
350
400
200
2003.01
2003.04
2003.07
2003.1
2004.01
2004.04
2004.07
2004.1
2005.01
2005.04
2005.07
2005.1
2006.01
2006.04
2006.07
2006.1
2007.01
2007.04
2007.07
2007.1
2008.01
2008.04
2008.07
2008.1
2009.01
Jun 2012 Omitted (3,365)
2009.04
2009.07
2009.1
Prospects by Year.Month From Jan 2003
2010.01
2010.04
2010.07
2010.1
2011.01
2011.04
2011.07
2011.1
2012.01
2012.04
2012.07
2012.1
51

54. 50
0
150
200
250
300
350
400
100
2009.01
2009.02
2009.03
2009.04
2009.05
2009.06
2009.07
2009.08
2009.09
2009.1
2009.11
2009.12
2010.01
2010.02
2010.03
2010.04
2010.05
2010.06
2010.07
2010.08
2010.09
2010.1
2010.11
2010.12
2011.01
2011.02
2011.03
2011.04
2011.05
June 2012 Omitted (3,365)
2011.06
2011.07
2011.08
Prospects by Year.Month from Jan 2009
2011.09
2011.1
2011.11
2011.12
2012.01
2012.02
2012.03
2012.04
2012.05
2012.06
2012.07
2012.08
2012.09
2012.1
52

55. Prospects by Year.Month from Jan 2010
June 2012 Omitted (3,365)
400
350
300
250
200
150
100
50
53

56. Prospects by Year/Month*
No pattern established
*June 2012 omitted (3,365)
400
350
300
250
2010
200
2011
2012
150
100
50
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
54

57. 20
40
60
80
0
100
120
140
2006.02
2006.04
2006.06
2006.08
2006.1
2006.12
2007.02
2007.04
2007.06
2007.08
2007.1
2007.12
2008.02
2008.04
2008.06
2008.08
2008.1
2008.12
2009.02
2009.04
2009.06
2009.08
2009.1
2009.12
2010.02
2010.04
Applications by Year/Month
2010.06
2010.08
2010.1
2010.12
2011.02
2011.04
2011.06
2011.08
2011.1
2011.12
2012.02
2012.04
2012.06
2012.08
2012.1
55

58. Applications by Year/Month
Ramp-Ups: Feb-Aug, Sep-Jan
140
120
100
2007
80
2008
2009
2010
60 2011
2012
40
20
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
56

59. Sum of # Stealth App by Matr Term
50
45
40
35
30
25
20
15
10
5
0
1063 1064 1072 1073 1074 1082 1083 1084 1092 1093 1094 1102 1103 1104 1112 1113 1114 1122 1123 1124 1132
1
Stealth App Matr Term
57

60. Matriculation by Year/Month
100
90
80
70
60 2007
2008
50 2009
2010
2011
40
2012
30
20
10
-
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
58

61. PROSPECT SUBPLAN APPLICANT SUBPLAN MATRICULATED SUBPLAN
Pros Term (Multiple Items) App Term (Multiple Items) Matr Term (Multiple Items)
Row Labels Sum of # Row Labels Sum of # Row Labels Sum of #
UNDGBUS 1342 UNDGBUS 1341 UNDGBUS 520
FINANCE 965 FINANCE 965 FINANCE 333
GMKTG 435 GMKTG 435 GMKTG 170
INBU 398 INBU 397 INBU 135
MINS 303 MINS 302 HEALTH MGT 125
ENTREP 288 ENTREP 287 ENTREP 101
HEALTH MGT 284 HEALTH MGT 284 LEADERSHIP 99
LEADERSHIP 220 LEADERSHIP 223 MINS 94
HRMG 219 HRMG 219 MBA/PHARMD 84
JMBAWEB 149 JMBAWEB 149 MBA/JD 78
MBA/JD 133 MBA/JD 136 JMBAWEB 67
MBA/PHARMD 123 MBA/PHARMD 123 MBA/MSNURS 55
SPORTSMGMT 95 SPORTSMGMT 95 HRMG 51
MBA/MSNURS 82 MBA/MSNURS 81 SPA 50
BUSSEC 64 BUSSEC 64 SPORTSMGMT 44
SPA 52 SPA 52 BUSSEC 20
MSNUR@UMB 23 MSNUR@UMB 23 MSNUR@UMB 15
SMGMT 17 SMGMT 17 SMGMT 7
E-COMMERCE 13 MBA/JD/UMB 14 MBA/JD/UMB 5
MBA/JD/UMB 11 E-COMMERCE 13 MBA/PHDNUR 5
MBA/PHDNUR 11 MBA/PHDNUR 11 E-COMMERCE 4
PSM 1 PSM 1 PSM 1
Grand Total 5228 Grand Total 5232 Grand Total 2063
59

62. Months from Pros to App
Based on Pros Date & App Term
25
20
15
10
5
0
1063 1064 1072 1073 1074 1082 1083 1084 1092 1093 1094 1102 1103 1104 1112 1113 1114 1122 1123 1124
60

63. Months from App to Matr
Based on App Date & Matr Term
1.8
1.6
1.4
1.2
1
0.8
0.6
0.4
0.2
0
1063 1064 1072 1073 1074 1082 1083 1084 1092 1093 1094 1102 1103 1104 1112 1113 1114 1122 1123 1124
61

64. Months from Pros to Matr
Based on Matr Date & Term
18
16
14
12
10
8
6
4
2
0
1063 1064 1072 1073 1074 1082 1083 1084 1092 1093 1094 1102 1103 1104 1112 1113 1114 1122 1123 1124
62

65. PROS TO APP BY TERM
Pros Date (Multiple Items)
Row Labels Average of Pros to Months
1063 230 7.65
1064 250 8.35
1072 315 10.49
1073 242 8.08
1074 232 7.74
1082 279 9.31
1083 310 10.34
1084 357 11.91
1092 387 12.92
1093 422 14.08
1094 323 10.75
1102 403 13.42
1103 241 8.02
1104 302 10.08
1112 312 10.40
1113 361 12.03
1114 320 10.67
1122 332 11.08
1123 635 21.16
1124 390 13.01
APP TO MATR BY TERM
App Date (Multiple Items)
Row Labels Average of App to Months
1063 22 0.73
1064 48 1.58
1072 45 1.50
1073 31 1.03
1074 36 1.19
1082 38 1.26
1083 25 0.82
1084 28 0.92
1092 36 1.19
1093 33 1.09
1094 43 1.42
1102 25 0.85
1103 44 1.46
1104 36 1.20
1112 29 0.97
1113 23 0.75
1114 31 1.02
1122 39 1.29
1123 39 1.31
1124 38 1.27
PROS TO MATR BY TERM
Matr Date (Multiple Items)
Row Labels Average of Pros to Months
1063 195 6.48
1064 305 10.15
1072 371 12.37
1073 280 9.34
1074 271 9.04
1082 335 11.15
1083 354 11.79
1084 411 13.72
1092 510 17.01
1093 283 9.43
1094 349 11.63
1102 436 14.55
1103 308 10.27
1104 390 12.99
1112 358 11.94
1113 505 16.84
1114 367 12.22
1122 476 15.88
1123 420 14.00
1124 458 15.26
63

66. Sum of # Enrollment by Term / Online
800
748
700 721
708
640
600
554
535
500
502
445
400
407
396 396
377
341
300
298
259 261
200
198
175
100 117
0
1064 1072 1073 1074 1082 1083 1084 1092 1093 1094 1102 1103 1104 1112 1113 1114 1122 1123 1124
Term Section
64

67. Sum of # Enrollment by Term / Face-To-Face
1000
900
866 862
840
800
802 810
751 741
700
687 675
669
600
555
500
400
365
300
277
200
211 203
100 139
97 98
59
0
1064 1072 1073 1074 1082 1083 1084 1092 1093 1094 1102 1103 1104 1112 1113 1114 1122 1123 1124
Term Section
65

68. Term Subject Enrollment by Term / Age / Delivery
Sum of #
F2F Online
900
800
700
382
600
305
500
400
300 149
447
200 410
230
100
44 31
49 57
7
13 3
0 6
21-25 26-30 31-35 36-40 41-45 46-50 51-55
Age Range
66

69. 50
0
100
150
200
250
Term
Gender
21-25 Sum of #
26-30
31-35
Full
36-40
41-45
21-25
Full/Part Age Range
26-30
31-35
Part
F
36-40
41-45
46-50
21-25
26-30
31-35
36-40
Less Than Half
41-45
46-50
21-25
26-30
31-35
Full
36-40
41-45
51-55
21-25
26-30
Enrollment by Term / Gender / Delivery
31-35
Part
M
36-40
41-45
46-50
21-25
26-30
31-35
36-40
41-45
Less Than Half
46-50
51-55
67

70. Term Enrollment by Term / Delivery / Gender / Credits
Sum of #
90
80
70
60
50
40
30
20
10
0
31-35
21-25
31-35
21-25
31-35
41-45
21-25
31-35
21-25
31-35
41-45
21-25
31-35
41-45
21-25
31-35
51-55
26-30
36-40
21-25
31-35
41-45
21-25
31-35
41-45
21-25
41-45
26-30
36-40
21-25
31-35
46-50
Full Part Less Than Full Part Less Than Full Part Less Than Half Full Part Less Than Half
Half Half
F M F M
F2F Online
F2F/Online Gender Full/Part Age Range
68

71. Sum of # Enrollment by Term / Race
700
651
639 643
600
593 601
500
400 422
300 321
270
243 245
200 213
161 163
147 149
131
100
99 91
79
44 18 4 16 24 44 37 20 5
0
1064 1074 1084 1094 1104 1114 1124 1064 1074 1084 1094 1104 1114 1124 1064 1074 1084 1094 1104 1114 1124 1064 1074 1084 1094 1104 1114 1124
WHITE BLACK ASIAN HISPA
ETHNIC_GRP_CD Term
69

72. Term Enrollment by Ter / Delivery / MD / City
Sum of # F2F Online
6000
5000
2424
4000
3000
2000
3100
1000
272 199 168 141 186 90 131
334 276 236 214 185 177 159 94
115 150
0 73
Baltimore Owings Mills Towson Parkville Bel Air Ellicott City Cockeysville Columbia Annapolis Abingdon
MD
STATE CITY
70

73. Term
50
0
100
150
200
250
300
350
Sum of #
UNDGBUS
FINANCE
HEALTH MGT
F2F/Online Sub-Plan
GMKTG
INBU
MBA/JD/UMB
ENTREP
MINS
LEADERSHIP
F2F
MSNUR@UMB
HRMG
MBA/PHARMD
MBA/JD
SMGMT
JMBAWEB
BUSSEC
SPA
SPORTSMGMT
UNDGBUS
FINANCE
HEALTH MGT
GMKTG
INBU
MBA/JD/UMB
ENTREP
MINS
Enrollment by Term / Sub-Plan / Delivery
LEADERSHIP
MSNUR@UMB
Online
HRMG
MBA/PHARMD
MBA/JD
SMGMT
JMBAWEB
BUSSEC
SPA
SPORTSMGMT
MBA/PHDNUR
71

74. UB/Towson Online Summary Report
UB/Towson Online Results - July 2012
Campaign Summary
Campaign Goal:
Increase inquiries for the UB/Towson MBA Studies Program
Campaign Flight Dates:
May 1, 2012 - July 31, 2012
Campaign Geotarget:
Maryland
Campaign Budget:
$88,959
The UB/Towson MBA campaign ended on July 31st and resulted in 410 leads and a cost/lead of $212. As a reminder, a lead is
considered any user who completes a form.
MGH reallocated Undertone's July budget to Quantcast as a response to Undertone's high CPL, and Business Week and
Monster.com ended on June 30th.
Although Monster.com, BusinessWeek and Undertone did not run in July, due to a 90 day cookie window, we are still able to
report on conversions/leads in July that were generated from banners running in previous months.
Leads by Source - Campaign Lifetime
Site Name Month Leads Cost Cost/Lead
Google SEM May 30 $2,517.89 $83.93
June 26 $2,784.46 $107.09
July 48 $6,750.47 $140.63
Google SEM Totals 104 $12,052.82 $115.89
Business Week May 9 $5,000.00 $555.56
June 4 $5,000.00 $1,250.00
July 3 $0.00
Business Week Totals 16 $10,000.00 $625.00
Monster May 2 $5,000.00 $2,500.00
June 15 $5,000.00 $333.33
July 3 $0.00
Monster Totals 20 $10,000.00 $500.00
Quantcast Network May 84 $10,000.00 $119.05
June 109 $10,000.00 $91.74
July 60 $15,000.00 $250.00
Quantcast Totals 253 $35,000.00 $138.34
Undertone Network May 5 $10,000.00 $2,000.00
June 5 $10,000.00 $2,000.00
July 7 $0.00
Undertone Totals 17 $20,000.00 $1,176.47
Overall Totals 410 $87,052.82 $212.32
72
1

75. UB/Towson Online Summary Report
SEM - Lifetime Results
The month of July resulted in 4,475 SEM conversions/actions with 48 becoming leads. The increased SEM budget for July,
increased overall leads by 22; however cost/lead also increased to $141 from $107 in June. July cost/conversion was very low
at $1.75.
The Branding campaign resulted in 99% of conversions for the month of July.
UB/Towson MBA
Date range : 5/1/2012 - 7/31/2012
Date Ranges Impr. Clicks CTR Cost Avg. CPC Conv. Conv. Rate Cost/Conv.
May 12 (5/1/2012 - 5/31/2012) 152,563 470 0.31 % $2,167.53 $4.61 315 67.02 % $10.84
June 12 (6/1/2012 - 6/30/2012) 343,848 1,499 0.44 % $2,782.15 $1.86 1,404 93.66 % $2.32
July 12 (7/1/2012 - 7/31/2012) 751,661 4,665 0.62 % $6,750.47 $1.45 4,475 95.92 % $1.74
Total: 1,248,072 6,634 0.53 % $11,700.15 $1.76 6,194 93.36 % $2.21
The list below ranks the top 5 performing keywords from Google AdWords by conversions. Top keywords include, "Towson
University", "Towson", and "University of Maryland".
Top 5 Keywords - All publishers - Based on Conv.
Date range : (5/1/2012 - 7/31/2012)
Keyword Conv.
1 towson university 3,214
2 university of maryland 847
3 towson 670
4 ub towson mba 90
5 towson masters 61
The Dynamic Keyword Insertion ad copy was the top performer for the campaign with 4,230 conversions. Dynamic Insertion
allows for a users search term to be placed with the headline of the text ad.
Top 1 Text Ads - All publishers - Based on Conv.
Date range : (5/1/2012 - 7/31/2012)
Text Ad Publisher Campaign Ad Group Conv.
1 {KeyWord:UB/Towson MBA program} AdWords Branding 2012 UB/Towson MBA 4,230
Get info about admission & applying
to the UB/Towson MBA program.
mba.ubalt.towson.edu
73
2

76. UB/Towson Online Summary Report
Banner Campaign - Lifetime Results
Banner ads resulted in 4,661 conversions and 306 leads for the camaign. Overall CTR has remained the same at 0.04%. The
number of leads decreased in July; however cost/lead also decreased.
59% of users converted as a result of clicking on a banner ad, known as Post-Click Conversion. 41% converted after viewing a
banner ad and visiting the site at a later time, known as Post-Impression Conversion.
2012 Banner Results
Month Impressions Clicks CTR Conversions Leads CPL
May 3,945,961 1,613 0.04% 1,548 100 $300.00
June 5,260,932 1,843 0.04% 1,741 133 $225.56
July 2,447,143 647 0.03% 1,372 73 $205.48
Totals 11,654,036 4,103 0.04% 4,661 306 $245.10
64% of leads for the campaign were generated by users who downloaded the brochure.
74
3

77. UB/Towson Online Summary Report
Creative Summary
The clock creative and the handwritten creative performed similarly based on conversions and CTR. The clock creative
resulted in 57% of leads for the campaign.
Clock Creative
Month Served Impressions Clicks CTR Conversions Leads
May 1,973,457 869 0.04% 798 60
June 2,632,789 982 0.04% 883 74
July 1,237,292 364 0.03% 742 41
Totals 5,843,538 2,215 0.04% 2,423 175
Handwritten Creative
Month Served Impressions Clicks CTR Conversions Leads
May 1,972,504 744 0.04% 750 40
June 2,628,143 861 0.03% 858 59
July 1,239,851 283 0.02% 630 32
Totals 5,840,498 1,888 0.03% 2,238 131
75
4

78. Tuition and Fees
Face-To-Face
UMUC Frostburg Mt St. Mary UB/TU Loyola JHU UMCP
In-State
AACSB Accredited x x x x
Credits 42 54 45 54 53 54 54
Per Credit $ 458 $ 327 $ 523 $ 645 $ 895 $ 1,114 $ 1,425
Per Credit Fee $ 15 $ 92 $ 75 $ 83 $ - $ - $ -
Per Semester Fee $ - $ - $ - $ - $ 25 $ 75 $ 111
3 Credit Semester Cost $ 1,419 $ 1,257 $ 1,794 $ 2,185 $ 2,710 $ 3,417 $ 4,386
6 Credit Semester Cost $ 2,838 $ 2,514 $ 3,588 $ 4,370 $ 5,395 $ 6,759 $ 8,661
9 Credit Semester Cost $ 4,257 $ 3,771 $ 5,382 $ 6,555 $ 8,080 $ 10,101 $ 12,936
9 Semester Completion $ 19,866 $ 22,626 $ 26,910 $ 39,330 $ 47,660 $ 60,831 $ 77,949
Face-To-Face
Mt St Mary Frostburg UMUC Loyola UB/TU JHU UMCP
Out-of-State
AACSB Accredited x x x x
Credits 45 54 42 53 54 54 54
Per Credit $ 523 $ 420 $ 659 $ 895 $ 900 $ 1,114 $ 1,695
Per Credit Fee $ 75 $ 92 $ 15 $ 83
Per Semester Fee $ - $ - $ - $ 25 $ - $ 75 $ 111
3 Credit Semester Cost $ 1,794 $ 1,536 $ 2,022 $ 2,710 $ 2,950 $ 3,417 $ 5,196
6 Credit Semester Cost $ 3,588 $ 3,072 $ 4,044 $ 5,395 $ 5,900 $ 6,759 $ 10,281
9 Credit Semester Cost $ 5,382 $ 4,608 $ 6,066 $ 8,080 $ 8,850 $ 10,101 $ 15,366
9 Semester Completion $ 26,910 $ 27,648 $ 28,308 $ 47,660 $ 53,100 $ 60,831 $ 92,529
Online
Frostburg UMUC Mt St Mary UB/TU Loyola JHU UMCP
In-State
AACSB Accredited x x x
Credits 54 42 45 54 54 54
Per Credit $ 327 $ 458 $ 523 $ 745 $ 1,114 $ 1,425
Per Credit Fee $ 11 $ 15 $ 75 $ 83 $ - $ -
Per Semester Fee $ - $ - $ - $ 75 $ 111
Online Tuition Charge Per Credit $ - $ - $ - $ 50 N/A $ - $ -
Online Tuition Charge Per Semester $ - $ - $ - $ - $ - $ -
3 Credit Semester Cost $ 1,014 $ 1,419 $ 1,794 $ 2,635 $ 3,417 $ 4,386
6 Credit Semester Cost $ 2,028 $ 2,838 $ 3,588 $ 5,270 $ 6,759 $ 8,661
9 Credit Semester Cost $ 3,042 $ 4,257 $ 5,382 $ 7,905 $ 10,101 $ 12,936
9 Semester Completion $ 18,252 $ 19,866 $ 26,910 $ 47,430 $ 60,831 $ 77,949
Online
Frostburg Mt St Mary UMUC UB/TU Loyola JHU UMCP
Out-of-State
AACSB Accredited x x x
Credits 36 45 42 54 54 54
Per Credit 420 523 659 900 1,114 1,425
Per Credit Fee $ 11 $ 75 $ 15 $ 83
Per Semester Fee $ - $ - $ - $ 75 $ 111
Online Tuition Charge Per Credit $ - $ - $ - $ 50 N/A $ - $ -
Online Tuition Charge Per Semester $ - $ - $ - $ - $ - $ -
3 Credit Semester Cost $ 1,293 $ 1,794 $ 2,022 $ 3,100 $ 3,417 $ 4,386
6 Credit Semester Cost $ 2,586 $ 3,588 $ 4,044 $ 6,200 $ 6,759 $ 8,661
9 Credit Semester Cost $ 3,879 $ 5,382 $ 6,066 $ 9,300 $ 10,101 $ 12,936
9 Semester Completion $ 15,516 $ 26,910 $ 28,308 $ 55,800 $ 60,831 $ 77,949
76

79. MGH Campaign Analysis: Web Traffic
Plan Type Date From Date To Visits Impressions Clicks CTR Conversions Radio Begin Radio End Visits Change
Google, Yahoo SEM Dec 08 Aug 09 70,196 7,901,122 4,937 0.06% n/a Oct 13 2008 Nov 04 2008
Nov 24 2008 Dec 04 2008
Mar 23 2008 Mar 31 2009 + 21% from forecast
Apr 13 2009 Apr 23 2009
May 11 2009 May 19 2009
Jun 01 2009 Jun 09 2009 +154% from Jun 2008
Google, Yahoo SEM Oct 09 Aug 10 92,331 5,044,316 3,577 0.07% n/a Sep 21 2009 Sep 29 2009 +66% from Sept 2008
Oct 08 Aug 09 81,799 Oct 19 2009 Oct 27 2009 +37% from Oct 2008
Change 13% Nov 02 2009 Nov 10 2009 +60% from Nov 2008
Jan 11 2010 Jan 19 2010 +21% from Jan 2009
Mar 22 2010 Mar 29 2010 +21% from Mar 2009
Apr 12 2010 Apr 20 2010 +31% from Apr 2009
May 10 2010 May 18 2010 +19% from May 2009
May 31 2010 Jun 08 2010
Jul 05 2010 Jul 13 2010 -17% from Jul 2009
Jul 26 2010 Aug 03 2010
Google SEM Oct 10 Aug 11 89,765 135,809 1,878 1.38% n/a Jun 13 2011 Jul 07 2011 -21% from Jun 2010
Oct 09 Aug 10 92,331 Jul 22 2011 Aug 04 2011
Change -3%
Google SEM May 12 Jul 12 31,554 1,248,072 6,634 0.53% 104 Leads Jul 19 2012 Aug 12 2012 +60% from Jul 2011
May 11 Jul 11 21,978
Change 44%
Baltimore Sun Display Apr 10 Jun 10 26,447 237,725 193 0.08% n/a Apr 12 2010 Apr 20 2010 +31% from Apr 2009
Apr 09 Jun 09 22,105 May 10 2010 May 18 2010 +19% from May 2009
Change 20% May 31 2010 Jun 08 2010 +10% from Jun 2009
Google Display Network Display Apr 10 Aug 10 42,389 892,417 380 0.04% n/a Apr 12 2010 Apr 20 2010 +31% from Apr 2009
Apr 09 Aug 09 42,726 May 10 2010 May 18 2010 +19% from May 2009
Change -1% May 31 2010 Jun 08 2010
Jul 05 2010 Jul 13 2010 -17% from Jul 2009
Jul 26 2010 Aug 03 2010 -17% from Jul 2009
Undertone Display Oct 10 Nov 10 18,200 1,260,734 467 0.04% 3,691 actions
Oct 09 Nov 09 17,189
Change 6%
Undertone Display Jan 11 625,104 585 0.09% 470
Undertone Display Jun 11 Jul 11 14,150 2,369,094 847 0.04% 191 Jun 13 2011 Jul 07 2011 -21% from Jun 2010
Jun 10 Jul 10 16,134
Change -12% Jul 22 2011 Aug 04 2011
Quantcast Display Oct 11 Nov 11 17,662 2,507,466 2,839 0.11% 443
Oct 10 Nov 10 18,200
Change -3%
Undertone, Quantcast,
Display May 12 Jul 12 31,554 11,654,036 4,103 0.04% 4,661 Jul 19 2012 Aug 12 2012
Business Week, Monster
May 11 Jul 11 21,978
Change 44%
77

80. Site Business Week Site Quantcast Network
Row Labels Sum of Cost Average of Cost/Lead Sum of Leads Row Labels Sum of Cost Average of Cost/Lead Sum of Leads
May $ 5,000 $ 556 9 May $ 10,000 $ 119 84
June $ 5,000 $ 1,250 4 June $ 10,000 $ 92 109
July $ - $ - 3 July $ 15,000 $ 250 60
Grand Total $ 10,000 $ 602 16 Grand Total $ 35,000 $ 154 253
Site Google SEM Site Undertone Network
Row Labels Sum of Cost Average of Cost/Lead Sum of Leads Row Labels Sum of Cost Average of Cost/Lead Sum of Leads
May $ 2,518 $ 84 30 May $ 10,000 $ 2,000 5
June $ 2,784 $ 107 26 June $ 10,000 $ 2,000 5
July $ 6,750 $ 141 48 July $ - $ - 7
Grand Total $ 12,053 $ 111 104 Grand Total $ 20,000 $ 1,333 17
Site Monster Site (All)
Row Labels Sum of Cost Average of Cost/Lead Sum of Leads Row Labels Sum of Cost Average of Cost/Lead Sum of Leads
May $ 5,000 $ 2,500 2 May $ 32,518 $ 1,052 130
June $ 5,000 $ 333 15 June $ 32,784 $ 756 159
July $ - $ - 3 July $ 21,750 $ 78 121
Grand Total $ 10,000 $ 944 20 Grand Total $ 87,053 $ 629 410
78

81. Fiscal Year 2009
MGH Media Schedule
Open House Date TBD
Open House Date TBD
Open House Date TBD
Open House Date TBD
Open House Date TBD
Open House Date TBD
Open House 10/22
Open House 9/30
Open House 11/4
Open House 12/4
Circ. September '08 October '08 November '08 December '08 January '09 February '09 March '09 April '09 May '09 June '09 July '09 August '09
Size (000) CPM 1x Net Cost 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 # Ads Total
PRINT $21,960.00
City Paper
-weekly paper, publishes every Wednesday* 1/2 pg BW 91 $12 $1,125.00 15 29 3 4 1 6 3 1 29 8 9 $10,125.00
Baltimore Business Journal
-weekly paper, publishes every Friday**
-1/4 page ads - Far Forward (2009) 1/4 pg Square BW 19 $125 $2,367.00 6 3 8 5 31 5 $11,835.00
RADIO $49,388.40
Broadcast
-Includes the following elements on WWMX, JACK, WYPR $2,743.80 18 $49,388.40
-7 a.m. fixed spot M, W, F / 7 a.m. fixed :10 BB following spot (WWMX)
-8 a.m. fixed spot M, W, F (JACK)
-6 a.m. - 9 a.m.spot M, W, F (WYPR)
-6a-10p rotator, 10 spots per week M-Su (7 spots on WYPR)
INTERACTIVE $21,500.00
E-Mail Blast***
-APRIL e-mail to people living in MD that requested info on MBA programs $5,000.00 1 $5,000.00
-JUNE e-mail to people living in MD that requested info on MBA programs $5,000.00 1 $5,000.00
Google Ad Words
-continue to bid on key words on google.com $1,000.00 10 $10,000.00
Yahoo Ad Words
-continue to bid on key words on yahoo.com $150.00 10 $1,500.00
ADDITIONAL COSTS $58,000.00
MGH Fee $33,500.00 1 $33,500.00
"Click-through" tracking fees $500.00 1 $500.00
Radio Production (one spot)
-Spot Production $6,000.00 1 $6,000.00
-Union Talent $5,000.00 1 $5,000.00
-MGH hours to concept & produce $5,000.00 1 $5,000.00
Print Production (two concepts)
-MGH hours to concept & produce $6,500.00 1 $6,500.00
-Stock Images $1,500.00 1 $1,500.00
Grand Total - NET $150,848
NOTES:
-*Must be booked before 12/1 rate card change to secure rate. If booked afterwards, add 5%.
-**Based on a 5% increase over 2008 final rates. 2009 rates will be finalized Jan 1, 2009.
-***Final e-blast costs TBD. Will be from $3,000-$5,000 net each.
79

82. Fiscal Year 2009
MGH Media Schedule
Information Session 10/27
Information Session 11/10
Information Session 9/29
Information Session 12/3
Information Session
Information Session
Information Session
Information Session
Information Session
Information Session
Web Info Session
September '09 October '09 November '09 December '09 January '10 Feb-10 Mar-10 April '10 May '10 June '10 July '10 August '10
31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 28 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 # Ads Total
RADIO $39,011.48
Broadcast
-Includes the following elements on WWMX, JACK, WYPR 20 $39,011.48
-8 a.m. fixed spot M, W, F / 8 a.m. fixed :10 BB following spot (WWMX)
-7 a.m. fixed spot M, W, F (JACK)
-6 a.m. - 9 a.m. spot M, W, F (WYPR)
-6a-10p rotator, 10 spots per week M-Su (7 spots on WYPR)
INTERACTIVE $40,430.00
Google Ad Words
-continue to bid on key words on google.com 11 $12,500.00
Yahoo Ad Words
-continue to bid on key words on yahoo.com 11 $5,000.00
Facebook
-advertise to Adults 25-54 in the Baltimore & HLLY markets 9 $6,750.00
Linked In
-advertise to Adults 25-54 in the DC & Philly markets 9 $4,500.00
Google Content Network
-banner campaign 5 $4,000.00
Baltimore Sun Homepage Cube
-banner campaign 10 $7,680.00
-2 days in April, May, June, July & August (10 days total) prior to info sessions
Google Content Network
Grand Total - NET $79,441
80

83. Fiscal Year 2009
MGH Media Schedule
October '10 November '10 December '10 January '11 February '11 March'11 April '11 May '11 June '11 July '11 August '11
Impressions 27 4 11 18 25 1 8 15 22 30 7 14 21 27 3 10 17 24 31 7 14 21 28 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 Total
INTERACTIVE
Google Ad Words
-continue to bid on key words on google.com 10 $10,600.00
Undertone
-Rich Media banner campaign to MD / HLLY 5,095,542 5 $40,000.00
-Targeted to A22-29 with focus on business, career, education
Facebook
-advertise to Adults 22-29 in Maryland & HLLY DMA $10,000.00
Baltimore Sun Homepage Cube
Grand Total - NET $60,600
81

84. Fiscal Year 2009
MGH Media Schedule
May '12 June '12 July '12 August '12
Impressions 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 Total
Interactive
Google Ad Words
-continue to bid on key words on google.com 10 $7,500.00
Undertone
- Demo, behavior and site targeting - state of MD 3,252,033 3 $20,343.00
Quantcast
- Look alike modeling - state of MD 6,363,636 3 $35,343.00
Business Week
- Run of B Schools geo to MD 409,250 2 $10,343.00
- ROS geo to MD
Baltimore Sun Homepage Cube
Monster
- Run of Monster channels - geo to MD 1,416,667 2 $10,344.00
- Job search results
Radio
WIYY, WPOC, WZFT, WLIF $29,865.00
Grand Total - NET $113,738
82

85. Millennial Notes
Extracted from Pew Research Center’s
Millennials: A Portrait of Generation Next (2010)
 Personality
o 80% believe that they are “very important” and theirs is a unique generation
o 57% say that they had volunteered in the past 12 months
o Confident, self-expressive, liberal, upbeat and open to change
o More ethnically and racially diverse
o Respect their elders
 Majority say that the older generation is superior to the younger generation when it comes to moral values and work
ethic
 Technology
o Steeped in digital technology and social media
o Treat their multi-tasking hand-held gadgets almost like a body part
o 94% have a cell phone, 41% of whom have no landline
o 88% use their phones to text
o More than eight-in-ten say they sleep with a cell phone glowing by the bed
o Two-thirds admit to texting while driving
o 59% cite the internet as their main source for news
 Sites used for news and info: yahoo 20%, CNN 18%, Google 10%, msn 7%
o One-third watched video online and one-third posted to an online profile in the past 24 hours
o 24% cite technology use as what makes their generation distinctive
o 14% use twitter
 Self-expression
o Embrace multiple modes of self-expression
o Three quarters have created a profile on a social networking site
o Four-in-ten have a tattoo (half of those with tattoos have two to five and 18% have six or more)
 70% say their tattoos are hidden beneath clothing
o One-in-four have a piercing in some place other than an earlobe
o One-in-five have posted a video of themselves online
o Most have placed privacy boundaries on their social media profiles
 Education
o On track to emerge as the most educated generation ever
o Three-quarters are attending school
o Half want to go on to earn a graduate or professional school degree
o Half are not college grads and not currently in school—35% say they don’t have enough time, 35% say they don’t have enough
money
o 40% still in college, high school or trade school
 Employment
o 85% older Millennials (25 to 29) enrolled in school do not work; 10% work full time, 5% part time
o 81% younger Millennials enrolled in school do not work; 20% work full time and 9% work part time
o 63% have full- or part-time jobs
o 25% work and are not enrolled in school
o 24% work and are enrolled in school
 10% work and study full time
o 11.5% of 18- to 29-yearolds are unemployed (22.1 % for blacks) or out of the workforce (The Examiner, 1/4/13)
 14% work part time and study
o Far more likely than older workers to say they are likely to switch careers or to change employers sometime in their work lives
 Lifestyle
o 69% say they recycle paper, plastic or glass at home
o More than half say they got some kind of vigorous exercise in the past 24 hours; men much more likely
o More than half say they have a close friend or family member who is gay; women much more likely
o Less likely than older generations to watch TV
 Family
o Place parenthood and marriage far above career and financial success
o Get along well with their parents
o 47% live with other family members such as parents
o 31% lived with one parent growing up; 61% were raised by both parents
o Markedly less likely to be married or to have children than earlier generations were at comparable ages
 Living arrangements
o More likely than others had been at same stage of life to be cohabiting with partner, living with roommate
83

86. Millennial Notes
Extracted from Pew Research Center’s
Millennials: A Portrait of Generation Next (2010)
o Whether married or single, less likely than boomers at the same age to both be parents and be living in the same household
with their child or children
o Markedly less likely to live in rural areas (14% rural, 32% central city) than older Americans were at comparable ages
 Finance
o More upbeat than elders about their own economic futures and overall state of the nation
o Nine in-ten either say that they currently have enough money or that they will eventually meet their long-term financial goals,
but just 31% say they earn enough money to lead the kind of life they want
o Financially optimistic in the face of tough times--88% think they will be able to earn enough in the future
o 36% depend on their parents or other family for financial assistance
o Only generation of the last 4 not to cite work ethic as a principal claim to distinctiveness
o Cite older generations as superior in work ethic, moral values, respect for others
 Politics
o The most likely of any generation to self-identify as liberals, and of any age group as democrats
o Significantly more liberal than other generations in terms of social values
o More satisfied than elders with the way things are going in this country
o The only generation to favor the legalization of gay marriage 50% to 36%
o Somewhat more supportive of efforts to ensure equal rights than are members of older age groups
o 6 in 10 say immigrants strengthen the country
o 45% support improving the position of blacks and other minorities “even if it means giving them preferential treatment”
o Backed Obama 2-1 in ’08 and ‘12
o Less likely to have served in the military
 Religion
o ¼ unaffiliated with any particular faith
o Attend religious services less often than older Americans
o Fewer say that religion is very important in their lives
o Beliefs about life after death, existence of heaven, hell, miracles closely resemble beliefs of older people today
o More inclined to see evolution as the best explanation of human life
o Less prone to see Hollywood as threatening their moral values
 Outlook
o Wary of people and human nature, trusting in institutions
o Two-thirds say “you can't be too careful” when dealing with people
o Less skeptical than their elders of government
o Believe government should do more to solve problems
84

87. Millennial Notes
Extracted from Pew Research Center’s
Millennials: A Portrait of Generation Next (2010)
Life's Priorities
being a good parent 52%
having a successful marriage 30%
helping others in need 21%
owninging a home 20%
living a very religious life 15%
being successful in a high-paying career 15%
having lots of free time 9%
becoming famous 1%
% Of Millennials Who…
already
graduated have no plans
from college, to graduate
19% from college,
31%
don't know,
6%
plan to
graduate
from college,
44%
85

88. Millennial Notes
Extracted from Pew Research Center’s
Millennials: A Portrait of Generation Next (2010)
Millennials Assess Trends In Marriage And Parenting
% Saying The Trend Is A …
Bad Thing No Difference Good Thing
More people of different races marrying each other 5% 60% 34%
More people living together without getting married 22% 63% 14%
More mothers of young children working outside the
home 23% 40% 33%
More gay couples raising children 32% 46% 19%
More single women having children 59% 34% 6%
The Influence of Government and Business
Which of these do you think has the most influence over
how you live your life these days?
Business Corporations Government Both Don't Know
42% 40% 10% 8%
86