3. COMPANY INFO
• Specializes in higher education for working adults seeking career advancement.
• Accredited by the Middle States Commission on Higher Education.
• Owned by Strayer Education.
• Advertising/marketing spending $76.2M i n 2008.
Earnings per Share (09) $7.60 Students 54,000
Revenue (09) $511.9M Campuses 85 + online
Net Income (09) $105.1M Location 18 states
4. Student Enrollment Revenue (in millions)
60000 600
54,300
511.9
45000 450
44,600
396.3
36,100
30000 300 318
15000 150
0 0
2007 2008 2009 2007 2008 2009
Net Income (in millions) Earnings per Share (in dollars)
110 8
105.1 7.6
82.5 6
80 5.67
55 64.9 4 4.47
27.5 2
0 0
2007 2008 2009 2007 2008 2009
5. GROWTH STRATEGY
• Launch a new campaign in 2011 to re-brand the school.
• Develop a new theme/positioning and targeting strategy:
Hard-Earned Respect for Tenacious Winners
• Expanding its physical locations each year to penetrate current
markets better and expand into new markets.
6. BRAND POSITIONING
Tagline: “We Fit Your Life”
• Combines quality of a traditional university education with flexibility
and convenience
• Exists for one purpose – to provide adults with a higher education that
opens the door to opportunity
• Focused its messaging around being the right fit, and offering a
supportive and flexible environment for adults
8. • Post-secondary education of working adults is a large, underserved, and highly
attractive market
• Attractive working adult market segment
Education Level of U.S. Population over 25 years of age (187 million people)
High school diploma,
no degree
College graduate
35%
50%
15%
Less than
high school diploma
Source: U.S. Bureau of Labor Statistics.
10. THE TYPICAL STRAYER STUDENT
• An employed working adult, with a family
• 2/3 female
• Attending classes part-time
• Diverse in age, income, ethnicity, marital status
• Average age is 35
• At least high school/some college education
• Employed; average income $60K
• Takes two classes per quarter on nights, weekends, Online
11. Methods of Contact (in 2007)
Walk-Ins
Phone Calls
3%
Direct Mail
10%
7%
80% Internet
Perspective students contact the university to inquire information mostly though online
methods.
13. Newspaper Ads
Broadcast • Major papers:
• TV main news & business section
• Radio • Community college papers
• Military papers
Out of Home
• Metro stations Outreach
• Buses • Exhibitions at expos,
• Billboards conferences, fairs
MARKETING
MIX
Social Media
Internet • Facebook (3,943 fans)
• Twitter (744 followers)
• YouTube
Direct Mail
14. Tagline: “We Fit Your Life”
“Just Like Me” “Personal Touch” “Reading of Names”
commercial commercial commercial
“Windows” “Doors” “Anthem”
commercial commercial commercial
15. NEWSPAPER
“Educating working adults for
“I’ve received a promotion 115 years”
every year since graduating.”
“You’d be surprised how far you “Earn your MBA when,
can go with just a few quarters.” where and how you want.”
24. TV
“Your Time”
commercial
“What If”
commercial
25. Marketing Mix
Enrollment (09) 55K
• Internet Revenue (09) $1.4M
• TV
• Radio Net Income (09) $165K
• Direct Mail
• Magazines/Newspapers
Earnings per Share (09) $2.28
• Telemarketing
Campuses 94 + online
Online Presence
28. Marketing Mix:
• Internet Enrollment (09) 34K
• Print
• Radio Revenue (09) $334.6M
• Direct Mail
• Seminars & trade shows Net Income (09) $42.6K
• Corporate, healthcare, US Armed Forces and
educational relationships
Marketing Expenses (09) $99K
* Online advertising (targeted, direct, search and through
aggregators) currently generates the largest volume of
prospective learners.
Online Presence
31. Education:
2004 — 2007 Strayer University MBA , Marketing (with Honors),
1983 — 1988 University of Delaware
Work:
Strayer University (has been with Strayer for almost 13 years.)
2008 – Present Manager of Brand Strategy and Creative Services
2004 – 2008 Production Manager
2000 – 2004 Creative Manager
1997 – 2000 Graphic Artist
• Since joining Strayer University as a graphic artist, she has created and executed brand strategies that encompassed Strayer’s
rebranding effort when Strayer College became Strayer University, when it unfolded its online program, and created a global
presence.
• Has seen the University grow from 9 campus location to 85 in over 32 markets.
Lucid Design
Freelance graphic designer
Personal:
• Has 2 daughters
• Lives in Arlington,VA
• Nominated for International Brand Master 2009 by the Educational Marketing Group - was a finalist but not a
winner.
