Marketing plan 2002 2005
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Texas A&M University-Kingsville. The FIRST CHOICE. MARKETING PLAN 2002-2005. Foundation:. Review / Research. _ Stamats 2000. _ Integrated Marketing Team. _ Independent Consultant. Situation:. Tradition. Affordable / Accessible. Competitive Athletics.

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MARKETING PLAN 2002-2005

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Marketing plan 2002 2005

Texas A&M University-Kingsville

The FIRST CHOICE

MARKETING PLAN 2002-2005


Marketing plan 2002 2005

Foundation:

Review / Research

_ Stamats 2000

_ Integrated Marketing Team

_ Independent Consultant


Marketing plan 2002 2005

Situation:

Tradition

Affordable / Accessible

Competitive Athletics

Regional – Three-county area

Also, San Antonio, Victoria and

The Valley


Marketing plan 2002 2005

Situation:

  • Outstanding Programs in

Business

Engineering

Agriculture

Teaching

Wildlife Management

& Others

Band Directing

Ranch Management


Marketing plan 2002 2005

Issues:

Retention

Open Admissions

No Growth in 3-County Area

Increasing Competition


Marketing plan 2002 2005

Opportunities:

Growth in South Texas

Hispanics

Beautiful Campus / Nice Town

New Pharmacy Program

Athletics

Research Grants


Marketing plan 2002 2005

Opportunities:

New President


Marketing plan 2002 2005

Objectives:

Increase Undergrad Enrollment

Establish Identity

Build Staff Morale

Build Pride – Students & Alumni

Increase Gifts


Marketing plan 2002 2005

Secondary Objectives:

Become More Selective

More Graduate Students

Non-Traditional Populations


Marketing plan 2002 20051

Texas A&M University-Kingsville

The FIRST CHOICE

Three-Year Goals & Objectives

Goal 1:Increase Enrollment

MARKETING PLAN 2002-2005


Marketing plan 2002 20052

Texas A&M University-Kingsville

The FIRST CHOICE

Three-Year Goals & Objectives

Goal 2:Develop an Image

MARKETING PLAN 2002-2005


Marketing plan 2002 20053

Texas A&M University-Kingsville

The FIRST CHOICE

Three-Year Goals & Objectives

MARKETING PLAN 2002-2005

Goal 3:Institutionalize Marketing


Marketing plan 2002 20054

Texas A&M University-Kingsville

The FIRST CHOICE

Three-Year Goals & Objectives

MARKETING PLAN 2002-2005

Goal 4:Review & Improve Research


Marketing plan 2002 20055

Texas A&M University-Kingsville

The FIRST CHOICE

Three-Year Goals & Objectives

MARKETING PLAN 2002-2005

Goal 5:Increase Alumni Membership


Marketing plan 2002 20056

Texas A&M University-Kingsville

The FIRST CHOICE

Three-Year Goals & Objectives

Goal 1:Increase Enrollment

Goal 2:Develop an Image

Goal 3:Institutionalize Marketing

Goal 4:Review & Improve Research

Goal 5:Increase Alumni Membership

MARKETING PLAN 2002-2005


Marketing plan 2002 20057

Texas A&M University-Kingsville

The FIRST CHOICE

Goal 1:Increase Enrollment

_Increase Enrollment from 6076 to 6897

MARKETING PLAN 2002-2005

  • Increase First-time Freshman Enrollment from 900 to 1062

  • Increase New Transfer Enrollment from 334 to 425

  • Increase Retention to 65%

  • Promote Graduate Programs

  • Increase Non-Traditional Opportunities


Marketing plan 2002 2005

Goal 1:Increase Enrollment

Philosophy &Strategy

_Improve Recruitment

_Expand Recruitment Area

_Recruit Community College Transfers

_Recruit Better Prepared Students


Marketing plan 2002 2005

Year1

Marketing Message:

Quality

Research

Pharmacy

Engineering

Agriculture

Music

New

Tradition

Values

Culture

Teacher Education

The Future


Marketing plan 2002 2005

Year2

Marketing Message:

Value

Tuition / Financial Aid

Pharmacy

Research

Professional

Studies

Graduate

Studies

Unique

Quality

Opportunity

Advancement


Marketing plan 2002 2005

Year3

Marketing Message:

Tradition

Durable Quality

Pharmacy

Engineering

Research

Legacy

Elite

Opportunity

Heritage/

Respect

Enhanced

Quality

Long Term/

Javelinas


Marketing plan 2002 20058

Texas A&M University-Kingsville

The FIRST CHOICE

Goal 2:Develop an Image

_Upgrade and Enforce Graphic Standards;

Create Brand

  • Improve Morale

    • Improve Information and Access

    • Improve Employee Orientation;

      • Conduct Annual Refreshers

      • Conduct Internal Marketing Campaign

      • Increase Recognition and Involvement

MARKETING PLAN 2002-2005

  • Integrate Internal & External Communications


Marketing plan 2002 2005

Goal 2:Develop an Image

Philosophy &Strategy

_Overcome Name Change

_Establish Clear Identity

_Develop a Brand & Market Position

_Get Employee Buy-in

_Consistent Graphic Standards


Marketing plan 2002 20059

Texas A&M University-Kingsville

The FIRST CHOICE

Goal 3:Institutionalize

Marketing

_Add or Appoint a Marketing Officer

MARKETING PLAN 2002-2005

  • Continue Integrated Marketing Team

    for Recommendations and Evaluation

  • Increase Coordination among

    Key Marketing Components


Marketing plan 2002 2005

Goal 3:Institutionalize

Marketing

Philosophy &Strategy

_Meet the Challenge; Accept Change

_Focus on Key Strengths

_Target most likely Audiences

_Coordinate Efforts

_Administer Tactically

_Evaluate & Revise


Marketing plan 2002 200510

Texas A&M University-Kingsville

The FIRST CHOICE

Goal 4:Review & Improve

Research

_Regularly conduct surveys of all key Internal and External constituents

MARKETING PLAN 2002-2005

  • Obtain more information about attitudes and opinions of high school counselors and seniors

  • Conduct annual Climate Study of Internal Constituents; Make improvements annually


Marketing plan 2002 2005

Goal 4:Review & Improve

Research

Philosophy &Strategy

_Need Good Information

_Update Frequently

_Set Priorities Accordingly

_Fine Tune Targets

_Fund Appropriately


Marketing plan 2002 200511

Texas A&M University-Kingsville

The FIRST CHOICE

Goal 5:Increase Alumni

Membership

MARKETING PLAN 2002-2005

  • Increase membership from 400 to 1650

  • Increase Clerk to full-time; Add a F–T Assistant

  • Revise & manage mailing list database

  • Conduct consistent communications


Marketing plan 2002 200512

Texas A&M University-Kingsville

The FIRST CHOICE

Goal 5:Increase Alumni

Membership

MARKETING PLAN 2002-2005

  • Develop Formal Alumni Chapters in Key Cities

  • Increase Alumni giving to $50,000 to $200,000

  • Ultimately, the Alumni Association should again become an Independent Organization


Marketing plan 2002 2005

Goal 5:Increase Alumni

Membership

Philosophy &Strategy

_Get them Upbeat

_Get their Referrals

_Increase their Involvement

_Increase their Giving

_Target Strategically


Marketing plan 2002 2005

Texas A&M University-Kingsville

MARKETING PLAN 2002-2005

The FIRST CHOICE


Marketing plan 2002 2005

Thanks to Rene Echavarri, of the

A&M-Kingsville Office of Public Affairs,

for the PowerPoint background.

Original graphics by Richard Christian.


Marketing plan 2002 2005

Marketing Plan, PowerPoint Presentation, and Dancing Javelina by Jim Dalglish.


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