This document outlines a marketing plan for the Mayborn School of Journalism at the University of North Texas. It segments the customer base into current students, alumni, and prospective students. It analyzes demographics, psychographics, purchase history, and categorizes users as loyal, competitive, or swing users. The objectives are to reinforce current students, raise awareness among competitive users, and make swing users aware of the school's value. Tactics to achieve these objectives include direct marketing, advertising, and public relations efforts.

1. Customer Base:
Poten/al/current Mayborn
Students/alumni/donors/
sponsors/faculty/friends
Psychographics: Purchase History:
Demographics: UNT Category Network:
Database Students/academics Tui/on, fees,
Mayborn Students/ want to earn a degree
interested in an
Prospects and Alumni dona/ons (alumni) in journalism studies
educa/on in Journalism
Loyal Users: Compe//ve users:
Students with degrees
Swing Users:
Current students,
Classifica/on upperclassmen and from other schools or
Transfers, and alumni
applicants who apply to from other schools also
alumni
other schools
Mayborn Magazine, Ten Ads in non‐UNT journals
School website, ads in
Contact Spurs, Strong Words and other campus
other Journalism/
Management Magazine, and school
educa/on journals recruitment
website
Raising awareness of why Making them aware of
Communica/ons Reinforce and reward this school is a good value
their decision to be at this school’s value and
and a beTer choice/
Objec/ve what it has to offer
Mayborn School reminder of what we have
to offer academically
Mayborn school of Mayborn is a great school
Brand Network Journalism remains the and will prepare JOUR Image‐Mayborn school
best choice and students thoroughly for is na/onally accredited
con/nues to pay off the professional world and valuable
Marke/ng Keep current users by Increase number of in‐coming Increase number of
student applica/ons and incoming transfers, new
Objec/ves maintaining increase students’ selec/on of applicants, and 1st /me
sa/sfac/on this school even aWer accepted prospects
into compe/ng programs also
Marke/ng
Direct marke/ng, Direct marke/ng,
Communica/on adver/sing, and public Direct marke/ng, event marke/ng,
Tac/cs rela/ons adver/sing, and public adver/sing and public
rela/ons rela/ons