Student Presentation (team project) - Franklin University

A Marketing Plan for MCM Program presented by BBB Communications Alista Hubbard Holly Harritos Linzy Elias Raye Kimberlin

Purpose/Mission of MCM Program – Focuses on practical applications of theories and techniques that are aligned with the innovations in technology and communication in modern business.

Philosophy MCM quality learning environment – MCM quality learning experience.

Project Overview • Take the MCM Program into the future by increasing

enrollment and improving the program through a shared expectation model. • $10,000 Marketing Budget • Develop a Marketing Plan that incorporates social media

and integrated marketing communication strategies & tactics

Our Presentation  Current Situation  Goals

 Our Conclusions and Recommendations  Objectives  Strategies and Tactics

Situation Analysis  173 current students

 3 cohorts- 50 students each  34 years old  10% international

Situation Analysis  Gain, lose, remain the same  Evaluations

 MCM 731, 733, and 741  Social media  SWOT analysis

Situation Analysis ď‚— MCM link, graduate open house, MCM brochures, 614

magazine articles, word of mouth, alumni group ď‚— competitors

Goals of MCM Program  Increase student enroll in on-campus courses while maintaining

maximum capacity enrollment levels for on-line courses;  Improve quality of the program by enhancing program design through innovative forward thinking curriculum, monitoring program elements for quality control and having share expectations between staff and students;  Utilize resources to the fullest while developing and creating additional opportunities to expand and grow the program; and  Develop an integrated marketing and communication plan for the MCM Program that will utilize interactive media, database marketing and management, media measurement and cohesive branding through media synergy.

The Current Objectives Enrollment Objectives  To maintain 100% capacity of all on-line courses each trimester  To increase enrollment in all campus courses by 12 students each trimester Objectives for Program Improvements  To secure course designer  To rewrite all syllabi to avoid typos with 100% accuracy Share Expectation Objectives  To develop a shared expectation model of success based on a mutual understanding of student expectations, faculty expectations and university expectations

Additional Objective It is also recommended that the university will implement one additional objective.

Objectives for Branding (new objective)  To rename the program IMC  Promote the benefits of Franklin University and the program (location / cost / reputation)  To make the IMC program the preferred program of prospects interested in IMC graduate education in the nation

Priorities The four strategies must be prioritized:

External strategies (Short Term) 1. Branding 2. Enrollment Internal strategies (Long Term) 3. Program Improvement 4. Shared Expectation Model

Recommendations Primary focus of our marketing plan:

Branding and Enrollment – - work cohesively to reach the goals and objectives of the organization.

Branding Strategies & Tactics New Logo Designs

Branding Strategies & Tactics New Website

Branding Strategies & Tactics Word of Mouth Marketing (Reintroduction of Social Media)

Branding Strategies & Tactics Interactive Marketing (In Banner Video)

Branding Strategies & Tactics Interactive Marketing (Audience Network banner ads)

Branding Strategies & Tactics Interactive Marketing (Pay per click)

Branding Strategies & Tactics Direct Marketing (flyers)  Creating flyers as marketing material  Part of IMC course, utilizes student ideas  Promotes student involvement, brand and program

 Dr. Williamson/Advisory board select for distribution  Cuts cost within IMC program secondary to student

production  Can be an addition to the student portfolio

Branding Strategies & Tactics Direct Marketing (Flyers)

Branding Strategies & Tactics INTRODUCING Master of Science in….

Integrated Marketing Communications Do you want to take your career to the next level?

Do you want to sharpen your communication skills?

Do you want to learn how to apply marketing concepts to your professional practice?

If you answered YES, then our Master of Science in Integrated Marketing Communications is for you! Finish your degree in as few as 16 months 6 week courses with both face to face and online options Develop critical thinking skills Get a unique perspective of leadership

Learn more today at www.franklin.edu OR attend our next graduate open house on June 30th 2012 AT 6:30pm

Enrollment Strategies & Tactics Student Portfolios

Enrollment Strategies & Tactics Bumper Sticker (with IMC website link)

Enrollment Strategies & Tactics Lunch N’ Learn • Nationwide, Cardinal Health, Limited Brands, etc….

• IMC representative will be available to employees for Q & A about program during lunch period • Personal interaction • Will have printed materials on hand • Promotes community awareness • Focuses on target market • 1 Lunch gift card prize for registration

Enrollment Strategies & Tactics Graduate Integrated Marketing Communications Scholarship.

Eligibility To be eligible for scholarship consideration, candidates must: (1) have an undergraduate degree in business, marketing, communications, or related field; (2 ) have a minimum cumulative undergraduate G.P.A. of 3.5 on a 4.0 scale; (3) be accepted into Franklin University’s IMC program; and (4) have at least 2 years of work experience in the marketing or communications field .

Application To apply for this scholarship please submit the following: Official undergraduate transcript 2 letters of recommendations (one from a professor and one from your employer) 400 word essay indicating how having a degree in IMC will help you attain your career goals Completed scholarship application Completed application packets must be received no later than April 1, 2013 to be eligible for consideration to: Franklin University Office of Financial Aid 201 S. Grant Ave. Columbus, OH 43215 Please call the financial aid office should you have any questions or concerns: 614.797.4700 between the hours of 8a-8p M-Th, 8a-5p Friday.

IMC Marketing Budget

IMC Timeline Brand Strategy IMC Logo 60 Days-Begin design concepts for new IMC logo 90 Days-Select IMC logo,Begin to transition from MCM program to IMC program, anticipate changes to website

IMC Website / Social Media 60 Days-Begin re-design IMC website 90 Days-Launch new website

Social Media 60 Days-Begin re-design of all social media pages 90 Days-Reintroduce social media to create online communities, Develop a Word of Mouth incentive program for students – (2) $100 bookstore gift certificates given away each trimester – use Facebook badge and “like” or join option on FB

Interactive Advertising 60 Days-Design banner ads and create copy for pay-per-click ads, Format testimonial videos for in-banner videos 90 Days-Launch all Interactive marketing with online advertising and digital media (inBanner video, rr.com, audience network, pay per click)

Direct Marketing (flyers) 60 Days-Design additional cost-effective guerilla marketing tactics – flyers 90 Days-Distribute at events and lunch-n-learn events

IMC Timeline Enrollment Strategy Student portfolios 30 Days-Students to begin converting comps and assignments into pdfs 60 Days-Launch complete student portfolios

IMC Logo Bumper Sticker 90 Days-Use final logo selected, incorporate into bumper sticker design, Begin printing bumper stickers 3 months-Distribute bumper stickers to students enrolled in IMC program

Lunch N’ Learn 30 Days-Assign staff member to complete Lunch N’ Learn, Reach out to local businesses (Nationwide, Cardinal Health, Limited Brands) to obtain permission and coordinate date/time for Lunch N’ Learn 45 Days-Prepare printed materials to have on hand for prospects, Complete Lunch N’ Learn, Have prospects complete survey to gather information about interests and for reaching out to them in the future 6-9 Months-Repeat Lunch N’ Learn at other businesses to reach out to more prospects, Review results from prior Lunch N’ Learn, make necessary adaptations

$1,000 scholarship 30 Days-Draft criteria and application for scholarship, Create scholarship judges’ panel 60 Days-Launch scholarship on website, Send out notice via email

Conclusion Move Franklin into the future by……

1) Increasing Enrollment 2) IMC Brand

3) $10,000 Budget

Conclusion BRANDING STRATEGY 1) New IMC logo (4 to choose from) 2) New Website 3) Reintroduction of Social Media + Word of Mouth

Campaign 4) Digital Media with Strategic Placement 5) Flyers with Student Portfolio Option

Conclusion ENROLLMENT STRATEGY Student Portfolio 2) Bumper Sticker 3) Lunch N’ Learn 4) Scholarship 1)

QUESTIONS ???