University of Portland – Operations & Technology Management Marketing Plan

1. University of Portland Marketing the OTM Operations & Technology Management EAB Advisory Marketing Plan Committee University of Portland – Operations & Technology Management Marketing Plan

2. APPLICANT DATABASE GENERATION PRIORITIZE APPARENT TOUCH-POINTS CONTACT PROSPECTS HIGH SCHOOL CONTACT POINTS PROMOTE OTM PROGRAMS PRIORITIZE UNDER-ACTIVATED TOUCH-POINTS LEAD GENERATION @INTERNET, SOCIAL MEDIA ENROLL STUDENTS MOMENTS of INQUIRY STAGE I STAGE II STAGE III KNOWING THE STUDENT CONSUMER ENGAGING THE POTENTIAL STUDENT CONSUMER IDENTIFYING HIGH VALUE TOUCH-POINTS The OTM Marketing Plan University of Portland – Operations & Technology Management Marketing Plan

3. Student Consumer Focus (Most Influential Information Sources) High College Recruitment Events Social Media &TV/Radio Commercials Internet Alumni & Current Students Level of OTM Information (Informative) Student OTM Daylong Course Shadows Low High Introduction from Professors High School & College Sponsorship Events Brochures College Comparison Reports Newspaper/ magazine ads Low Student Consumer Focus & OTM Marketing OTM Employer Speed Networking Events Parents/Schools/Employers University of Portland – Operations & Technology Management Marketing Plan

4. OTM Degree Ownership Lifecycle Pre-Enrollment by High School Students (1-2 yrs.) Enrollment OTM Matriculation (4yrs.) STUDENT CONSUMER OTM Graduate (1yr) Re-Enrollments Due to Alumni Marketing Student Consumer Focus & OTM Marketing The Lifecycle is 6-7 years University of Portland – Operations & Technology Management Marketing Plan

5. Challenges • EXTERNAL Role • Influence consumer behavior to OTM • Inform potential student consumers • Drive industry relevant OTM differentiation More college choices available Diversity of degree programs Sustaining IT and operations management innovation Challenges INTERNAL Role • Maximize OTM major attractiveness • Optimize OTM enrollment and student census Competition for UoP students Pressure on UoP cost reduction while optimizing resources The Role of OTM Marketing University of Portland – Operations & Technology Management Marketing Plan

6. OTM Selection --- Matriculation Knowledge Consideration Satisfaction Loyalty Advocacy Awareness Pre-Enrollment Enrollment Post-Enrollment There is an opportunity to influence student consumer behavior at each of these stages through the various touch-points they have with the attractiveness of the OTM brand. OTM Consumer Lifecycle University of Portland – Operations & Technology Management Marketing Plan

7. COMMUNICATION– OTM ads, brochures, point-of-purchases, student OTM business cards, OTM LinkedIn accounts, OTM website and an OTM social media presence PHYSICAL– OTM products (flags, cups, etc.), UoP office space, small gifts, School of Business facilities and classrooms HUMAN– Current OTM students, professors, OTM industry advisors, guest speakers, UoP administration & representatives, and teacher assistants Represents all of the communication, physical and human interactions that OTM student consumers experience over their 6-7 year UoP lifecycle. Marketing Touch-Points University of Portland – Operations & Technology Management Marketing Plan

8. Acquired post OTM Introduction phase Ad Hoc acquired information Student Information Search Post Graduate Student OTM Enrollment Lifecycle • Insight: • Student invests in education • Strong UoP influence • Insight: • Student seeking info • Student trusts OTM contacts Pre-Enrollment Enrollment STUDENT CONSUMER Re-Enrollment Matriculation & Degree Ownership • Insight: • Advocates based on ‘Total’ Experience • Responsive to Alumni events • Insight: • Seeks affirmation of enrollment • Education impacts future The Student Consumer Lifecycle University of Portland – Operations & Technology Management Marketing Plan

9. Apparent OTM Touch-Points Identify the areas for current focus University of Portland – Operations & Technology Management Marketing Plan

10. Under-Activated OTM Touch-Points Identify the areas for expanded focus Identify the areas for immediate focus University of Portland – Operations & Technology Management Marketing Plan

11. Consumer Marketing (Push) Focus Media (Pull) Branded Communication Current OTM Students Social Media Presence Focus Publications, TV and Cinema Ads Promotions & Partnership (Advisory Board, other partners) Resource Touch-Points OTM Professors/ Administrators Radio Online & Social Media Identifying Strategic OTM Consumer Touch-Points University of Portland – Operations & Technology Management Marketing Plan

12. Optimizing OTM Touch-Points Identify the areas for immediate focus University of Portland – Operations & Technology Management Marketing Plan

13. Key Drivers : • Increase student consumer focus in the OTM degree program • Optimize brand experience for student consumers • Enhance marketing investment to enhance enrollments • Induct technology driven touch-points like Internet and social media Key Tasks : • Identify most effective key consumer touch-points • Deliver superior brand experience at prioritized touch-points • Translate brand experience to student’s value, retention and lifetime earnings • Use technology to bring in cost effective social media marketing solutions Key People • Administration, professors, alumni, students/prospects, employers & OTM Advisory Board Consumer OTM Lifecycle Management University of Portland – Operations & Technology Management Marketing Plan

14. Confident Approachable Passionate Inventive Revolutions ahead for Technology Innovation Performance (jobs) Competitive (step ahead) Knowledge (Effectiveness) Value (Marketplace rewards) OTM logo OTM icon OTM objects OTM events BRAND CORE BRAND TONALITY BRAND CONCRETE ELEMENTS BENEFIT & REASON OTM Brand Dimensions University of Portland – Operations & Technology Management Marketing Plan

15. OTM’s tone of voice • How OTM speaks to its various student, corporate audiences • The feel or take-away when the audience thinks about OTM • That for which the OTM brand stands • OTM’s brand promise • The character that is rooted in the values and beliefs of OTM and its long-term value • That advantage which OTM offers • Tangible reasons to believe in an OTM education • Elements that are aligned with what OTM’s target audience wants/expects • What OTM signifies • Factual, own-able elements that are part of OTM’s program • Visual identifiers of OTM worth leveraging BRAND CORE BRAND TONALITY BRAND CONCRETE ELEMENTS BENEFIT & REASON OTM Brand Dimensions Expanded University of Portland – Operations & Technology Management Marketing Plan

16. Targeted print-based campaigns - lead with OTM program, branded messages, noted endorsers • Top Tier Endorsement & Co-branded Marketing • Website linked to social media • Activities/Events/Promotions • Focused media : TV/Radio/social media (Facebook, Twitter, YouTube) • PR campaigns, Direct Marketing – students/Corp. HR • OTM networking (Facebook, Twitter) for Q&A • College recruitment events • Branded UoP OTM courses & matriculation • Professor Knowledge & Student Incentives to succeed • Frontline Education, Training and Facilities • OTM Advisory Board networking and Internship promotion • OTM sister university cross education adoption • Insight: • Student committing to career • Strong industry influence on Student • Insight: • Student seeking Info (or low involvement) • Student trust builds with OTM selection STUDENT CONSUMER Enrollment Pre-Enrollment Re-Enrollment Graduation Ownership • Ongoing Interaction – Social Media & CRM database • Continuing Education Certificate Programs • Graduate OTM Degree Creation • PR as strategic media - Trust in ‘Leading’ Brand (CSR Campaigns & Alumni Forums) • Participation in occasion-based OTM Promotions • Push student prospects and corporations to OTM • Attendance at OTM alumni and recruitments • Pull incentives for hiring OTM students • Alumni connectedness through social media-LinkedIn • Insight: • Student seeks affirmation of OTM choice in job Market • OTM education gateway to meaningful job attraction • Insight: • Graduate alumni influence future applicants • Graduates responsive to calls to represent OTM Determine actionable programs Student Consumer Lifecycle: Activity Framework University of Portland – Operations & Technology Management Marketing Plan

17. Identify the influencers and relevant subject area topics that can shape and define real student conversations occurring in decisions to enroll in OTM, while viewing the daily life of OTM students. • Identify digital people and social media channels that will be most receptive to create an online OTM reality internet community and dialogue. • Form an opportunity evaluation action team (advisors/students) to …… • Create a YouTube Channel-based OTM Reality Internet or vidolog diary of the day in the life of a team of OTM students. • Analyze applicable Social Media wide-scale business intelligence search of OTM-based material for websites, blogs, online forums and other similar social media presence. • Review OTM brand conversations (what is being said in the media, and by whom, about OTM?). Team with the UoP Marketing Club • Engage student and professors to understand public perception of OTM. Use mini interviews, job shadows, and tours of alumni and board members all through 3-5 min videos. • Track demographics and survey student prospects and those who would listen in on the OTM Reality Internet presence. OTM Reality Internet Presence University of Portland – Operations & Technology Management Marketing Plan

18. Blogging Photo Sharing Micro Blogging Video Sharing RSS Really Simple Syndication University of Portland Podcasting Widgets Message Boards Social Networking Chat Rooms Recommended OTM Social Media Marketing Channels University of Portland – Operations & Technology Management Marketing Plan

19. An OTM education is important - get involved in driving the candidate decision. Know the student’s consumer lifecycle. Determine and prioritize the most effective OTM touch-points that will influence an OTM enrollment. Define guiding factors to build the OTM Brand! Examine “break from the pack” social media ideas that can set OTM ahead of similar competitive OTM-like university offerings. 5 Key Takeaway Points! University of Portland – Operations & Technology Management Marketing Plan

20. Do we know if/what budget we have at our disposal for marketing? • Are there existing avenues/programs that can be easily adapted to accomplish some of these key actions? • What are your thoughts around a parallel marketing strategy for potential employers? Marketing the OTM EAB Advisory Marketing Plan Committee Promotion (Marketing) Committee: Ben Berry (Chair), Duane Ternes (Vice Chair), Sam Madrid Contributing OTM Students: Courtland Reeves, Estelle Diaz. For information contact Ben Berry at [Mailto:benjamin.berry@comcast.net]