The document proposes a growth marketing plan to help New Charter University and its alumni better tell the story of the university. It recommends setting an aspirational social mission statement, interviewing alumni to share success stories, and showcasing these stories through an improved website, blog, social media, media partnerships, and alumni events. This will help alumni like Marc communicate their pride in the university and value of their degree to recruiters. The proposal outlines funding and staffing needs over the next year to lay the foundation and begin execution of the plan.

1. New Charter University
Growth Marketing Proposal
Erik Kokkonen
March 2, 2017

2. Meet Marc.
He recently completed his MBA with
New Charter University while working
full-time.
He pursued his degree to pivot from a
career in digital media to education
technology.
He’s proud of having graduated and
loved the new.edu experience.

3. But, Marc has
discovered there’s little
excitement from others
None of the recruiters or hiring
managers Marc has reached out to
have heard of New Charter University.

4. Marc discovered the launch of New
Charter University in 2012 through its
coverage in the press
nytimes.com/2013/11/03/education/universitynow-rides-a-low-cost-wave.html

5. Because New Charter University was
only launched in the last few years, it
does not have a long history that
enables Marc to easily communicate
his pride in the mission of his school
and the value of his degree, even
though the university had won grants
and awards because of its work
nextgenlearning.org/grantee/new-charter-university

6. While the university lacks a long
history, it benefits from a rich, recent
story built around the founder’s vision -
“a world in which no one is deprived of
access to quality education — a world
in which students can obtain
recognized college degrees that
improve their futures, without taking on
the burden of student debt.”
youtube.com/watch?v=CrnVuWqYj_I

7. The university enjoyed superb press
coverage at its launch, but was unable
to gain enrollment momentum, so it
needed to be transitioned to a new
management team.
fastcoexist.com/1680146/the-future-of-education-an-online-university-that-charges-199-per-month-for-unlimited-classe

8. With the transition to the new
management team, the identity of the
university changed.
While the most visited resource for the
university by recruiters, prospective
students, and hiring managers is the
website, the experience no longer
conveys the university’s mission.

9. Moreover, the identity of the university
on social media began fading away.
The last post made by the university on
LinkedIn, where most graduates
establish their brand and where
recruiters look for talent, hadn’t been
updated in the last eight months.
linkedin.com/school/2441580

10. Meanwhile, universities with
similar missions, like
University of the People,
which received the same
grants from the Gates
Foundation, were staying
deeply engaged with their
students on social media -
showcasing their stories.

11. There was a point at which
New Charter University’s
awareness was approach that
of University of the People -
two schools with different
approaches to the same great
mission...

12. ...but what can be done to
help Marcos and other New
Charter alumni tell their
stories, the story of their
school, and their pride in
achieving such an important
milestone in their lives?

13. The Proposal
A New Charter

14. A New Charter
● Set The Story
● Help Them Tell The Story
● Amplify The Story

15. Set the Story
● Recapture our Social Mission/ Aspirational Statement
● Identify data available on students/alumni success
● Redesign website, add a blog, rebrand

16. Social Mission
Why does New.edu need one? Two reasons:
➔ Consumer Preference
83% of consumers want more of the products and
services they use to benefit causes (Cone
Communications, 2010)
➔ Consumer Advocacy
75% of consumers would tell friends and family
about a company’s social impact efforts if given
the opportunity (Cone Communications, 2015)

17. Proof Point Example:
University of the
People
Presentation of data
on university website
humanized with use
of animation

18. Website Example:
University of the
People
Design is simple
and clean,
emphasizes global
nature, social
mission, human
connection,
industry recognition

19. Blog Example:
Coursera
Active blog with content promoted
from social media including Twitter
and LinkedIn - topics include:
● Profiles of students
● Perspective on education
issues
● Calls-to-action, including
personal video stories

20. Help Them Tell the Story
● Interview students and alumni - spend time with their stories
● Connect with each student and alumnus on social media
● Let them know when their interviews will be showcased

21. Interview Example:
GiveDirectly.org
Non-profit focused on poverty
alleviation launched a newsfeed to
share impact stories.
Donors can click on profiles to see
photos, age, occupation, country, and
an interview of each beneficiary.
Individuals share their aspirations,
how they spent their donation money,
and what the moment felt like when
they received funding.

22. Amplify the Story
● Interviews will be showcased in media and campaigns
● University president will invite alumni to press sessions
● University will hold virtual events to thank alumni

23. Media Example:
LinkedIn
Advertising would feature
alumni and link to their profiles
Campaigns and creative would
be targeted differently for
recruiters vs prospective
students

24. Alumni Events
For all alumni like Marcos, New.edu
will host a global commencement/
alumni event
Organized as an in-person event and
webcast, graduates are recognized
and anyone (e.g. prospective student)
is invited to attend
Recognizing students and telling the
story of New.edu are centerpieces
Event takes place simultaneously in
Twitter, Facebook, Instagram

25. The Takeaway
Stories Need Time

26. Engagement and Development Roadmap
Foundation: Now Execution: Through 2017
Set the Story
Develop the university’s
communication blueprint
Help Them Tell The Story
Engage alumni through social media,
showcasing their experiences
Amplify the Story
Develop partnerships to showcase alumni to the
audiences they are needing to reach

27. The Takeaway
Stories Need Funding

28. Engagement and Development Funding
Foundation: Now Execution: Through 2017
Set the Story
Seed Budget To Set the Story
Help Them Tell The Story
Incremental Funding for Milestones
Amplify the Story
Large Campaign Budget Once Milestones Are
Reached

29. The Takeaway
Stories Need People

30. Engagement and Development Funding
Foundation: Now Execution: Through 2017
Set the Story
Two person team to design and
code
Help Them Tell The Story
Enlist university staff to engage
students and alumni on social media
Amplify the Story
PR team will be needed for media connections

31. Thank You