This IMC Marketing Campaign was targeted towards out of state students to attend an event in Chicago in efforts of recruiting for Robert Morris University, Chicago.

1. Robert Morris University
Jennifer Murdix Brittanie Walker
Account Executive Media Planner
Creative
Media Buyer
Quenton Madison-Miller Kenneth Lay
Media Planner

2. K
The Client
Betsy Malm
• Dean of Admissions at Robert Morris University
• Objective is to promote a specific event that
would engage target market’s interest.

3. K
The Target Market
Based on a Geographic Segmentation
• Out of state students particularly from Florida,
Texas, and California interested in any medical
program.

4. K
The Product
•Education at RMU’s College of Nursing and Health
Studies
•A Day in Chicago for 100 out of state students to
attend

5. Q
Benefits of RMU’s Medical Program
•Not-for-profit University with tuition rate one
of the lowest in the state of Illinois
•Accelerated program year-round scheduling to
obtain degree faster
•Nursing students are well prepared for exams
such as the NCLEX-RN exam
•All students fulfill clinical requirements at top
Chicago-area hospitals
•Nearly 100% of RMU students that have
graduated find a career in the field

6. Q
Price
• Tuition: $7,400 per quarter
• No out of state tuition
• One of the most affordable private Universities
in Illinois
• Grants more than $22 million in scholarships
annually

7. Q
The Competition
University of Illinois at Chicago
Loyola
Northwestern

8. B
Place-
• A Day in Chicago takes place on June 21-
22 at 10 A.M.
• Tour the great heights of what the city of
Chicago has to offer
• Tour Robert Morris University
• Ride on a Double Decker tour bus to
explore the heart of downtown
• Rush Hospital
• Chicago’s Museum of Science and Industry
• The University Center dorms

9. B
Current Promotions
• Spring Campus Visit (February; generally
Juniors and some Seniors)
• Summer in the City (July; students entering their
Senior year)
• Weekend Away at College (August; students
entering their Senior year)
• Fall Campus Visit Day (October; mostly Seniors)
• Faculty Scholars Brunch (December; Seniors
with an ACT score above 24)

10. B
The Problem
• Getting 100 out of state students to
attend our day in Chicago

11. K
IMC Objective
• Build brand’s image

12. K
Current Logos

13. J
New Logo

14. J
Budget
1,000 Posters 1,000 Brochures Shipping for Brochures and Posters
E-Mails News Release Ad 100 T-Shirts
Museum Group Fare Trolley & Double Decker Tour Rush Hospital
Food
5%
5% 2%
14% 0%
0% 3%
12%
32%
27%
Total=$4,722.30

15. J
$277.70 Left Over For:
• Charitable donation incentive
For every person that attends this event $2 will be
donated towards cancer research
A possible $200 donation to cancer research

16. J
Budget Continued
• Remainder of budget goes towards
▫ Newly formed club
▫ Organ and Tissue Donation
▫ Students will receive free membership to the club
and will receive further information about it
during their tour of RMU

17. B
A Day in Chicago
• Tour Robert Morris University
• Ride on a Trolley or Double Decker
A Double Decker holds up to 72 passengers
Tour the city
Stop at Chicago’s Rush Hospital
Stop at Chicago’s Museum of Science and Industry

18. B
A Day in Chicago Continued
• Spend the night in the University Center Dorms
▫ Play movies and games
•Eat Bacci’s pizza and pasta
•Breakfast from Corner Bakery

19. J
E-mail
•Free to send
•Hyper link to
Facebook page
•Hyper link to RMU’s
website
•What participants can
expect
•Images of downtown
•Scheduled: April

20. J
Poster
•Appeal of the water
•What to expect
•New logo and slogan
•11”x 17”
•1,000 for $229
•Scheduled: May 1st

21. Q
Tri-Fold Brochure

22. Q
Tri-Fold Brochure

23. Q
Tri-Fold Brochure
•New image of city other than
sky line
•Ties in with overall project
•8.5” x 11”
•1,000 for $291
•Scheduled: June 1st

24. J
T-Shirts
•100 T-shirts for $525
plus $50-60 shipping fee
•Given to attendees
during RMU tour

25. J
• ½ Page ad
• $160
• Scheduled:
June 21st

26. J
Sources
•http://www.robertmorris.edu/employers/advisory/health/
•http://www.robertmorris.edu/healthstudies/nursing/presentation/
•http://www.coachusa.com/chicagotrolley/custom-group-tours/chicago-
highlights.asp
•http://www.cornerbakerycafe.com/Catering/CateringMenu.aspx?category=1036
•http://www.baccipizza.com/catering.cfm
•http://www.printoutlet.us/
•http://www.msichicago.org/visit-the-museum/museum-info/groups/
•http://www.greenpromoting.com/
•http://www.giftofhope.org/