WELCOME Marketing Plan Development

Agenda Public Affairs Welcome Overview Strategic Focus Mission Statement SWOT Analysis/Prioritize Goals/Prioritize Marketing Strategies Constituents Strategies Messages Public Affairs

Overview Public Affairs Purpose of Marketing College Level Campus Level Public Affairs While to many people, marketing means simply promotion and advertising, it is actually a much broader concept that includes research, program development, positioning, public relations, and of course, promotion and advertising. Simply put, however, it is the process of identifying and communicating with your target audiences. Marketing your college/unit/program should not occur in a vacuum; rather it should be aligned with the campus’ marketing and messaging, so that we, as a university, speak in one voice.

Overview Public Affairs Goal of Meeting: To guide the unit through the process of developing and implementing a marketing plan that complements the campus-level plan Process Public Affairs During this meeting, we will collectively explore the answers to several questions, and use SWOT analysis to identify the unit’s Strengths, Weaknesses, Opportunities, and Threats. The information uncovered will then be used to develop the marketing action plan and messaging platform.

Mission Statement Public Affairs In three to five years, if there were no obstacles, what would success look like for the College/Unit? What does success look like on campus? Off campus (peer institutions, funding agencies, alumni)? Public Affairs

Goals What goals would help you achieve this success? Public Affairs

Strengths Public Affairs What are your successes? What makes them successes? What factors (people, products, systems, etc.) contributed to the success? What would your constituents say are your strengths? Public Affairs

Weaknesses Public Affairs What are your weaknesses? What would your constituents say are your weaknesses? What changes are you prepared to make to improve the situation? What factors (people, products, systems, etc.) contributed to the weaknesses? Public Affairs

Opportunities Public Affairs What are some realistic opportunities that your unit is aware of? Are there any changes or trends in the marketplace that might present an opportunity? How can you take advantage of these opportunities? Public Affairs

Threats Public Affairs Whom do you use as a benchmark? Who is your competition? What is your competition doing that works? What are the similarities and differences between your unit and the competition? Could any of your weaknesses seriously threaten your unit? Public Affairs

Constituents Who can make the top goals happen? Public Affairs

Strategies Public Affairs How do you currently reach these constituents? What new strategies will work? Are these strategies measurable? Public Affairs

Messages Public Affairs Why do these constituents choose your programs, services, and benefits? What benefit do you provide or need to fulfill? Public Affairs

Wrap-up/Evaluation Public Affairs Thank you! Please send any additional thoughts or ideas to the meeting to: Facilitator Email address Thank you! Public Affairs