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The University of St. John Fisher Be part of Something Special. Marketing Situation. Confusion Catholic? Where's the diversity?! Beautiful Campus Teachers are Local Professionals. SWOT Analysis. Strengths: Beautiful campus Convenient college town Strong athletic programs

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The University of St. John Fisher Be part of Something Special


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Presentation Transcript
marketing situation
Marketing Situation
  • Confusion
  • Catholic?
  • Where's the diversity?!
  • Beautiful Campus
  • Teachers are Local Professionals
swot analysis
SWOT Analysis

Strengths:

  • Beautiful campus
  • Convenient college town
  • Strong athletic programs
  • Respectable education
  • and valued degrees

Weaknesses:

  • Expensive
  • Lack of Parking
  • Lack of diversity
swot analysis cont
SWOT Analysis (Cont.)

Opportunities:

  • Division 1 Team
  • Become a university
  • IMC program
  • Move focus away from Catholic religion
  • Adding more online courses

Threats:

  • Declining number of college students
  • Other schools in the Rochester area
  • Identity Crisis
market
Market
  • Gender
  • Interests- Learning about the now, not the past
  • Religion
  • Income- A non-factor
target market
Target Market
  • High School Students
  • Parents
  • Those who want to be something special
positioning
Positioning
  • Fisher is NOT Syracuse
  • Fisher is NOT West Virginia
  • Fisher is NOT Southern California
  • Fisher is Fisher
competitor evaluation
Competitor Evaluation

Primary:

  • Nazareth College
  • SUNY Brockport
  • Ithaca College

Secondary:

  • Rochester Institute of Technology
  • University of Rochester
marketing goals
Marketing Goals

Short Term

  • Enroll at least 50 new students

Long Term

  • Enroll at least 1,000 new students
budget
Budget
  • $7,300,000 Total
    • TV- $3,000,000 (2 per week, primetime cable)
    • Event Planning- $2,000,000
    • Transportation- $500,000
    • Online Advertising (Banner Ad’s, Facebook, SEO)- $1,000,000
    • Billboard/ Outdoor Advertising- $500,000
    • News Paper- $200,000
    • Radio- $100,000
creative strategy
Creative Strategy
  • Focus on IMC program
  • Strive for Excellence
  • Develop personal skills and character
  • Location
advertising objectives
Advertising Objectives
  • Increase awareness in 25% of target market within one year
  • Enhance perception of superiority within three years
execution
Execution

Radio Scripts

  • Small Portion of Ads
  • Donald Bain
  • Sparking Conversations
execution1
Execution

TV Commercials

  • Former Fisher Graduates
  • Clips of more student activity
  • Not so much Donald Bain
execution2
Execution

Event Coordination

  • Hosting High School Sports
  • Young Media Panel’s
billboards
Billboards

Be Part of Something Special

University of St. John Fisher

online advertising
Online Advertising
  • SEO
  • Facebook
  • Banner Ads

USJF

IntergratedMarketingCommunication

integrated marketing recommendations
Integrated Marketing Recommendations
  • Predominant business figures
  • Appearances in ads and events