Pace University: Lubin School of Business Marketing Campaign

Pace University: Lubin School of Business Marketing Campaign
Dianna DiSanto ∙ Maria Loreto ∙ Megan Sullivan Ashish Mookim ∙ Jeremy Kirchmer

Public Transit/Direct Mail 46-48
Campaign Overview With recent economic downturn and many companies laying off good majority of workforce, have created a tremendous amount of competition among the individuals to get a job. Moreover, companies are becoming more selective in hiring as they are looking for employees who have more skills and those who are absolutely perfect fit for the job. Therefore, as this is the current trend in hiring, many people are going back to universities to enhance their skill sets. According to our research more than 60% of master-level programs in accounting, finance, and management reported increases in the number of applications in Additionally, with this increase in demand for masters degree many universities have also increased their marketing budgets to put their name out in front of people. But many graduate programs are not offering prospective students with all the skills sets and experience that will get them a job. And this is where Pace university’s graduate programs has the edge over other institutions. Therefore, with the budget of $250,000 we are proposing an integrated marketing campaign that targets people in the tri-state area who have or are about to receive an undergraduate degree. With this campaign we are making use of all touch points that best reach to our target market i.e and and also improves the awareness of Pace Lubin school of business graduate programs offerings. Table of Contents Market Trends 3-7 Competitive Market 8-11 Consumer Research 12-25 Target Audience 26-28 Internet 29-39 Event Marketing 40-45 Public Transit/Direct Mail 46-48 Creative Samples 49-51 Budget Allocation 52

Market Trends Business Postgraduate Education Trends
The average number of applications received per program in 2010 increased by 3% compared with a 25 percent decline in 2009 Expectations of economic recovery have encouraged corporate support for EMBA programs and driven top managers to obtain new knowledge and skills 49% of full-time 1 year MBA programs indicated growth in application volume in 2010, while 43% reported a decline Online MBA program applications have increased In The US, the strongest application flow to part-time MBA programs in 2010 was observed in the Northeast Finance MBA programs received the most applications

In 2010, application volume for PhD and DBA programs trended downward after the 2009 increase Master of Accounting reported the greatest percentage of female applicants (57%) among all other programs in 2010 Master of Finance reported the most international candidates (79%) in 2010 Specialized master’s program applicants were younger and had fewer years of work experience, on average, than MBA applicants in 2010 41% of full-time MBA programs in the US reported an increase of foreign citizen applications in Business and management are the most popular fields of study for international students in the US. Admission professionals at graduate programs cited candidate challenges to finance their education as a major reason for a decline in application volume to their programs

The New York City MBA Scene
Pace Iona Fordham St.Johns Baruch Online MBA YES NO Evening program Part-time program Executive MBA Lubin has the program, which uses teleconferencing technology for experienced managers who cannot attend weekly classes.

Competitive Rankings Sources:

Competitive Comparison
Pace Univerity Iona College St. Johns Fordham Baruch enrollment 724 410 663 1131 1710 % full time 29 20 31 58 8 % part time 71 80 68 42 92 % international 43 4 37 23 36 aveage age 26 28 average years work experience 2 3 5 online MBA YES NO evening program part-time program exective program tutition 28260 21384 23850 36605 10180/20950 student aid (%) 79 30 72 Average aid 18124 19874 14914 10956 student/faculty ratio 23:01 12:01 7:01 35/1 starting salary 68395 68000 76396 71129

How is Pace perceived? How are its competitors perceived?
Current Positioning How is Pace perceived? How are its competitors perceived? Pace University FOUR-YEAR SCHOOL “Founded in 1906, Pace University is a leading private metropolitan university offering exceptional academics with a focus on professional development, including a robust university-sponsored internship program.” Fordham University FOUR-YEAR SCHOOL “A Fordham University education blends a rigorous curriculum with the resources, culture and energy of New York City.“ M.L. D.D.

How is Pace perceived? How are its competitors perceived?
Current Positioning How is Pace perceived? How are its competitors perceived? Iona College Four-Year School “Located on 35 acres in suburban New Rochelle, NY, Iona was founded by the Congregation of Christian Brothers in Iona has approximately 3,200 undergraduate students and 4,500 total students.” St John's University “St. John's is one of America's leading Catholic universities – recognized for its superb academic programs, diverse student life, BIG EAST excitement and New York vitality.”

Consumer Research - Simmons Data
Demographics- Target Market Out of people that have completed a bachelor’s degree, 47% are male and 53% are female 14% of adult males and 15% of adult females complete a bachelor’s degree 42% of adults have completed a bachelor’s degree People in the age group are 58% more likely than the rest of the population to have completed a bachelor's degree 74% of the people who have completed a bachelor’s degree have a household income of $60,000 + People in the age group of are 23% more likely than the rest of the population to be enrolled in a university/college with at least 3 full years completed Out of people who have attended graduate school, but have not completed a degree, 46% are male and 54% are female Sources: Simmons Research

Demographics- Target Market Females are 13% more likely than the rest of the population to attend college on a full time basis People aged are 179% more likely than the rest of the population to attend college full time People aged are 111% more likely than the rest of the population to attend college part time Males are 22% more likely than the rest of the population to be temporarily unemployed; females are 21% less likely People aged are 74% more likely than the rest of the population to be temporarily unemployed People aged are 28% more likely than the rest of the population to be temporarily unemployed Sources: Simmons Research

Demographics- Target Market Out of the people who work in Management: Business/Financial operations, 56% are male and 44% are female People aged are 28% more likely to work in business/financial related management 80% of the people who work in Management: Business/Financial operations have an income of $60,000 + Sources: Simmons Research

Demographics- Target Market 58% of males and females do extensive research before committing to a financial service People aged are 11% less likely than the rest of the population to research thoroughly before committing to a financial service; people aged are 5% more likely to do so 28% of people aged feel secure financially 30% of people aged feel secure financially Males are 11% more likely than the rest of the population to take on ‘little’ debt [would pursue loans], while females are 10% less likely to do so People aged are 11% more likely than the rest of the population to take on ‘little’ debt People with household income of $60,000 + are 16% more likely to take on ‘little’ debt Sources: Simmons Research

Demographics- Target Market 29% of males and 28% of females rely on radio to stay informed People aged are 15% less likely than the rest of the population to rely on radio to stay informed People with household income of $60,000 + are 7% more likely than the rest of the population to rely on radio to stay informed 62% of the population listens to the radio when in a car. Out of these, 47% are male and 53% are female Out of all people aged 18-34, 57% listen to the radio when in a car Out of all people aged 35-39, 66% listen to the radio when in a car 65% of people with a household income of $60,000 + always listen to the radio when in a car Sources: Simmons Research

Advertising Methods: Newspapers 34% of adult males and 37% of adult females trust the information they read on newspapers 38% of people aged trust the information they read on newspapers 36% of people aged trust the information they read on newspapers 55% of the people who trust newspapers’ information have a household income of $60,000 + People in the age group of are 43% less likely than the rest of the population to read newspapers most days Sources: Simmons Research

Advertising Methods: Internet Males are 9% more likely than the rest of the population to click on banner ads People aged are 25% more likely than the rest of the population to click on banner ads People aged are 103% more likely than the rest of the population to click on banner ads 60% of the people who click on banner ads have a household income of $60,000 + People aged are 28% more likely than the rest of the population to click often on sponsored websites from search results People aged are 37% more likely than the rest of the population to click often on sponsored listings from search results People with household incomes of $60,000 + are 23% more likely to click on sponsored websites from search results Sources: Simmons Research

Advertising Methods: Public Transportation People aged are 35% more likely than the rest of the population to use public transportation frequently Students that graduated from college are 13% more likely than the rest of the population to use public transportation frequently 38% of the people who use public transportation frequently are in the age group of 18-34 27% of the people who use public transportation frequently are in the age group of 35-39 19% of people who use public transportation frequently are currently in college

Advertising Methods: Public Transportation New York is home to more than 12 million people, and has over 35 million annual visitors/commuters New York’s MTA Subway system has 26 interconnected routes, express lines and multiple transfer locations. In 2008 average weekday subway ridership was 5.2 million, while the yearly ridership was 1.6 billion NYC buses travel along 208 local routes and 36 express bus routes throughout the 5 boroughs Exterior Bus advertising constitutes the ultimate mass-reach media

Primary Research Pace Qualtrics Survey
We surveyed 101 people, out of which 79 are currently undergraduate students and 92 do not hold an undergraduate degree 75% of the respondents believe a business graduate degree to be very important/important

However, 50% of the respondents stated that they are not considering applying for a graduate degree. When analyzing the factors that are most important when considering a graduate program: 98% of the respondents agreed that job opportunities after graduation are an important factor 91% agreed that the professors’ experience is an important factor 89% agreed that the school’s connection to the preferred industry is an important factor 82% agreed that tuition price is an important factor 79% agreed that a co-op career service program is an important factor

What factors do you consider most important when considering a graduate program?

The internet and social media turned out to be the media types that are used most often by the respondents 49% of the respondents were males and 51% females 40% of the respondents were between the ages of 18-20, 48% were between the ages of 21-23, and 13% were of age 24 and above

AACSB Benefits to Students
Students of Accredited school Study quality education with quality students AACSB Accreditation helps schools to recruit quality students which in return helps currents students to study with quality peers. A graduate from Accredited school are more desirable for employers. 89% of accredited school helped in producing higher caliber and educated students. More employers come for recruitment. 83% of accredited school experienced an increase in number of employers visiting campus to recruit students. A graduate from Accredited school are offered higher and more competitive salaries 69% of accredited schools reported that their graduates were offered higher and competitive salaries. Source:

Targets Meet Doug “the advancer” Meet Fiona “the changer”
Doug is a 43 year old manager on Wall Street. He is a husband and father of two young children. Doug wants to provide the best for is family and is looking forward to advancing within his company. In order to reach the next level, his company requires the employees that position have a MBA. His company is willing to pay twenty of his tuition now and the remaining amount upon graduation. Meet Fiona “the changer” Fiona graduated 10 years ago with a degree in art history. After college she worked at various jobs until she found her dream job, wedding planning. Now she dreams of starting her own company and thinks a MBA will prepare her. Meet Cooper “the straighthougher” Cooper graduated from college in 2010 with a degree in business management. With no success landing a job, Cooper is considering graduate school in order to be more marketable in the workforce. He already has $60,000 in debt, but thinks a MBA will earn him more money in the future.

Their Fears Doug “the advancer” Time away from my family and employees
Fiona “the changer” The risks won’t out weigh the rewards Cooper “the straighthougher” Increasing my debt and still not being able to find a job

Program Fit for Them Online executive MBA Part-time MBA Full-Time MBA
Doug “the advancer” Online executive MBA Fiona “the changer” Part-time MBA Cooper “the straighthougher” Full-Time MBA

Search Advertising We are allocating $50,000 of our budget to search advertising which will be running into 4 different campaigns. According to our Simmons research 28% of our target market (18-34) is more likely to click on sponsored links. We are going to have our Paid search campaigns running on Google search network. We are going to make use of CPC model for our campaigns. Each campaign will have a budget of $12,500. The ads will be targeted in following location: New York, New Jersey, Pennsylvania, Massachusetts. The ads will appear under Google’s search network and its partner sites. Assuming our marketing campaign will run for a year we have decided to run 4 paid search campaigns during month of March, April, May and August. We chose Google for our search advertising because there is a high index of graduates and post graduates regularly searching for information through Google search network and its partner sites. And since graduates and post graduates are our primary target market therefore advertising on Google is completely justifiable.

Google Trends Now the reason for selecting March, April, May and August for running our search campaign is that through our secondary research we have found that most of the searches related to MBA, business schools and training are made during these period. Below is the screen shot from Google Trend which shows the interest for the search terms: MBA Programs, Business schools and training.

Google Sponsored Ads

Pace University Career Explorer Facebook Application
Objective of this Facebook application would be to put name of Pace University Lubin School of business in front of our target audience who recently graduated college with an undergraduate business degree and now hovering over the idea of applying for Graduate business degree. Through out the campaign this app. will be advertised only through Facebook advertising platform and advertising only in our target market(Tri-State region) and to our target audience (18-34) This Facebook app will help prospective graduate students in getting up-to date information on career paths, industry trends, and areas of career opportunities. Will also keep them inform about career events taking place in and around tri state area. Creating Facebook app. Will support our campaign in two ways first it will bring out Pace name in front of our target audience and second it will also create a ripple effect when users share their information with their friends through the use of application. CPM model will be used for Facebook advertising at the rate of $0.50 per thousand impression. We are allocating $10,000 budget towards Facebook advertising giving us 20,000,000 million impressions. (1) We have identified that there are about 40% of college students both male and female who are currently on Facebook thus Facebook advertising and app will give our campaign a broader reach to our target audience. (2) 2)

PACE Application Aashish Mookim

Banner Advertising on Sites
Banner ads will be shown Under the education section of the website. According to quantcast 45% of college students visit usnews.com, giving us a good reach to get our message out to our target audience. We have decided to allocate $20,000 over the usnews.com at $0.50 cpm. The campaign will run for 4 months on usnews.com (April, May, August and September). With this campaign on usnews.com we are focusing on reaching out to our “Cooper” type persona. Usnews.com Banner ads will be shown through out the hopstop.com According to quantcast 46% of college students visit hopstop.com, again giving us a good reach to get our message out to our target audience. We have decided to allocate $20,000 over the hopstop.com at $0.50 cpm. The campaign will run for 4 months on hopstop.com (April, May, August and September). With this campaign we are focusing on reaching out to our “cooper” and “Fiona” type person HopStop.com Banner ads will be shown through out the yahoo.com/finance According to Alexa 2.97% of site visitors visit yahoo.com/finance, yahoo finance is #1 compared to other finance sites. Again giving us a good reach to get our message out to our target audience. We have decided to allocate $20,000 over the yahoo.com/finance at $.50 cpm. The campaign will run for 4 months on hopstop.com (April, May, August and September). With this campaign we are focusing on reaching out to our “Doug” type of persona. Yahoo.com/finance

Type of Banner Ads On all our selected websites banner ads of following size and shape will be used Rectangle: 300x250 Leaderboard: 728x90

Banner Ads on USnews.com

Banner Ads on Hopstop.com

Banner Ads on yahoo.com/finance

Mobile Advertising Trends
Event Marketing Career fairs and MBA tours are a great way to meet face-to-face with college graduates, young professionals interested in strengthening their marketability, people interested in obtaining a MBA, or just continuing their education. Four Events to Attend Big East Conference in February 2012 MBA World Tour: New York in September 2011 MBA World Tour: Philadelphia in September 2011 New York MBA Conference in July 2011

Event Marketing The MBA Tour - The MBA World Tour held in New York and Philadelphia is specifically for college graduates who seriously considering attending business graduate school. Every attendee is in the target audience. An international organization that holds events to connect prospective MBA students to business school admissions representatives, alumni and other like-mind education enthusiasts. In-depth discussion between Admissions Officers and Invited Candidates gives qualified professionals the opportunity to meet admissions officers individually or in small groups. Career counseling helps candidates with general MBA and career issues as well as orients them towards schools and opportunities of interest at the event. Competing schools such as Baruch- Zicklin School of Business, Fordham Business School, and St. Johns Business School will be attending Big East Conference Career Fair Career Centers from the Big East Conference schools have joined together to offer this unparalleled recruiting event. Over 1500 college graduates attending Located at Madison Square Garden Events Big East Conference MBA World Tour New York MBA Conference City New York Philadelphia When Feburary 2012 September September July Location Madision Square Garden Hilton New York Pennsylvania Convention Center Grand Hyatt New York Expected Participants 1500 200 150 350 Organizations Attending 200 Organizations 40 Universities 35 Universities Representatives 4 2

Event Marketing Attendees who show a serious interest in applying to the Lubin School of Business will receive USB as a gift from Pace. This USB will feature the Pace University logo on the side and be pre-loaded with a plethora of information about Lubin’s MBA programs, scholarship information, application process, and the actual Lubin Graduate Application.

Event Marketing Budget Expenses Cost Navy blue table cloth $100 Table runner with Pace graphic $105 miscellaneous (pens, tape) $350 3000 Fylers (Lubin Overview) $385 8.5 X 11 front and back color glossy 3000 Flyers (MBA programs) 3000 Fylers (Co-op program) 3000 cards $320 4.25 X 5.5 front and back color card glossy 3000 cards 2GB USB ( each) $3,150 Exhibit Fees $3,500 Total $9,000

Flyers to be used in Events

Mobile Website

Public Transportation Advertising
New York is home to more than 12 million people, and has over 35 million annual visitors/commuters New York’s MTA Subway system has 26 interconnected routes, express lines and multiple transfer locations. In 2008 average weekday subway ridership was 5.2 million, while the yearly ridership was 1.6 billion

Public Transportation Advertising
Subway $200 - $500/unit/month Minimum purchase of advertisements 100 advertisements Approximate cost: $20,000-$50,000 per month BLM offers free production- i.e., printing- and installation of subway ad displays

It was a pleasure meeting with you at the MBA Tour Event.
Post Stamp Here Dear Cooper, It was a pleasure meeting with you at the MBA Tour Event. We look forward to assisting you in your future business career aspirations. Best Regards, Lubin Office of Admissions

Creative Samples Get your career rolling Pick the career best for you.
Pick the industry best for you. Click here to know what’s in for you!

Creative Samples

Budget Allocation Media Channels Allocation Cost Google Adwords
$50,000 Facebook Advertising $10,000 USNews.com $20,000 Hopspot.com Yahoo.com/finance Events Mobile Site Subway Advertising Reserve $9,000 $12,000 $ 100,000

Pace University: Lubin School of Business Marketing Campaign

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