This document outlines marketing and communications objectives to boost enrollment and brand awareness for ATSU programs in Arizona. It identifies 8 objectives: 1) individual marketing campaigns for each ASHS program, 2) comprehensive support for Institutional Advancement initiatives, 3) a marketing campaign for SOMA, 4) a marketing plan for ASDOH, 5) promotion of ASDOH clinics and dental programs, 6) support for the Emerging Health Technologies Initiative, 7) support for the Women's Wellness Initiative, and 8) support for the Institutional Advancement comprehensive campaign. For each objective, the document outlines specific tactics and expected results, including increased enrollment, awareness, financial gifts, and an effective brand.
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A pitch presentation designed for our client Spread Communications that was meant to reflect the sophistication and luxury-oriented approach in design of Citizen watches.
Back to Basics - The traditional approach to increasing University enrolments John Miles
University Marketing departments need to influence the whole marketing mix and not just communications/promotions if they want to achieve sustained long term enrolments.
Health Sciences Program Marketing Plan for Notre Dame of Maryland UniversityMary Ann Davis
I delivered this presentation to Notre Dame of Maryland University. The focus of the presentation was my approach in creating a marketing plan for a possible new Health Sciences program, offered by the university.
A10 Best Practices For Non-Traditional Student RecruitmentGreenwood & Hall
10 Best Practices For Non-Traditional Student Recruitment - A Guide For Post-Secondary Schools Competing For Non-Traditional Students. Presented by Greenwood & Hall at AACRAO SEM XIX 11/10/09 in Dallas, TX.
A pitch presentation designed for our client Spread Communications that was meant to reflect the sophistication and luxury-oriented approach in design of Citizen watches.
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Following the success of international campaigns for University of Kent, Swansea University and UTAS earlier
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Who is this for?
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Transfer students tend to be an overlooked market in the realm of student recruitment, rarely mentioned in admissions marketing or else relegated to somewhere in the nearly hidden back pages.
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International Student Marketing whitepaper | Net Natives 2014Natives
Following the success of international campaigns for University of Kent, Swansea University and UTAS earlier
this year, we've been inspired to take advantage of our Trusted Google Partnership status, to discover trends in student desires to study abroad.
Who is this for?
We’ve created this report to support marketing teams worldwide in their international student recruitment campaigns.
Better understand how to tackle recruiting students from foreign countries at postgraduate and undergraduate level.
Aiea 2015 Emerging Opportunities for International Student Recruitment Michael Waxman-Lenz
Emerging Opportunities for International Student Recruitment. A joint presentation by representatives of The College Board, International Education Advantage (Intead) and James Madison University. Discuss trends and practical execution of international student recruitment.
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PowerPoint (Visual Guide): Capstone IMC Campaign for IMC 636 at West Virginia University demonstrating some of my skills, abilities, and knowledge of both Integrated Marketing Communications, and the higher education system in WV on an abbreviated scale for WVU Tech. This was the final campaign submissions while working on my M.S. (All financial information is NOT a direct reflection of the current operations of the client: WVU Tech)
Online Connections: Successful International Student Recruitment via Virtual ...Marty Bennett
Virtual international student recruitment fairs continue to grow in size and scope. This presentation provides examples of how US institutions maximize online opportunities to engage students throughout the enrollment funnel. Includes best practices & current initiatives of EducationUSA, CollegeWeekLive, Oregon State University, and the University of Colorado-Denver.
Transfer students tend to be an overlooked market in the realm of student recruitment, rarely mentioned in admissions marketing or else relegated to somewhere in the nearly hidden back pages.
Marketing Strategy Plan for the University of Dayton Department of Educationa...sjohnson09
This Marketing Strategy Plan for the University of Dayton Educational Leadership was done as the final capstone project for marketing majors in the fall of 2008. Each team presented their findings and recommendations to the Educational Leadership Department to consider as actionable recommendations. This is not their actual strategy plan but rather a recommendation and opinions of my team.
Prepared a professional mail survey questionnaire and interpreted the results to develop a professional Marketing Strategy Plan for the Educational Leadership Department
Report included a situation analysis, SWOT analysis, recommendations for mission and vision statements, value proposition, goals and objectives, budget, identified growth opportunities, implementation tactics, evaluation and control, and recommendations for the future marketing research.
Marketing Strategy for Marketing Diploma
Offered By Department of Agribusiness Management
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Ten years ago student recruitment was simply about school visits, open days and a big paper prospectus. This presentation shares recruitment strategies for the new age.
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Quesada presenterar process för flytt till PortugalLeventa AB
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Portfolio Summary: Marketing Guru
Nonprofit, digital, event/tradeshow, social media, website design/development, CMS design/UX/UI, SEO development, blogs (video & written), press releases, media channel procurement (radio, billboard, street art, etc.), & content/communications management
St. Vincent de Paul, Milwaukee, was redirecting their focus to include an emphasis on Public Realtions. This plan outlined new processes and directions to incorporate into the existing organization. There is an increasingly important Social Media emphasis.
As a strategic communications professional, I craft the right message for the right audience at the right time. As a skilled networker and "people person," I develop and strengthen relationships--both internally and externally--to benefit the organization. As a business leader, I achieve results by listening and delivering well thought-out solutions and outcomes. With extensive experience in both the for-profit and non-profit arena, I am adept at bridging communities to build partnerships and advance the mission and success of the organization
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Leatherstocking AEA program presentation by Tara Collins, Communications Director, Watershed Agricultural Council, on Fund Development and Marketing Partnership: Increasing Your Nonprofit's Success.
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.
2
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)
3
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.
4
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
5
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
6
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
8
9. Objectives, cont.
9
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.
10
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.
11
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.
12
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.
13
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.
14
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.
15
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.
16
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.
17
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.
18
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.
19
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
20
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
21
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. “