Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN

Foundation: Review / Research  Stamats 2000  Integrated Marketing Team  Independent Consultant

Situation: Tradition Affordable / Accessible Competitive Athletics Regional – Three-county area Also, San Antonio, Victoria and The Valley

Situation: Outstanding Programs in Engineering Business AgricultureTeaching Wildlife Management Band Directing Ranch Management & Others

Issues: Retention No Growth in 3-County Area Open Admissions Increasing Competition

Opportunities: Growth in South Texas Hispanics Beautiful Campus / Nice Town New Pharmacy Program Athletics Research Grants

Opportunities: New President

Objectives: Increase Undergrad Enrollment Increase Gifts Establish Identity Build Staff Morale Build Pride – Students & Alumni

Secondary Objectives: Become More Selective More Graduate Students Non-Traditional Populations

Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN Three-Year Goals & Objectives Increase Enrollment Goal 1: Increase Enrollment

Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN Three-Year Goals & Objectives Develop an Image Goal 2: Develop an Image

Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN Three-Year Goals & Objectives Institutionalize Marketing Goal 3: Institutionalize Marketing

Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN Three-Year Goals & Objectives Review & Improve Research Goal 4: Review & Improve Research

Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN Three-Year Goals & Objectives Increase Alumni Membership Goal 5: Increase Alumni Membership

Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN Three-Year Goals & Objectives Increase Enrollment Goal 1: Increase Enrollment Develop an Image Goal 2: Develop an Image Institutionalize Marketing Goal 3: Institutionalize Marketing Review & Improve Research Goal 4: Review & Improve Research Increase Alumni Membership Goal 5: Increase Alumni Membership

Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN Increase Enrollment Goal 1: Increase Enrollment  Increase Enrollment from 6076 to 6897  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

Increase Enrollment Goal 1: Increase Enrollment  Improve Recruitment Philosophy & Strategy  Expand Recruitment Area  Recruit Community College Transfers  Recruit Better Prepared Students

Quality Marketing Message: Research Pharmacy New Engineering Tradition Agriculture Values Music Culture Teacher Education The Future Year 1

Value Marketing Message: Tuition / Financial Aid Pharmacy Unique Research Quality Professional Studies Opportunity Graduate Studies Advancement Year 2

Tradition Marketing Message: Durable Quality Pharmacy Elite Opportunity Engineering Heritage/ Respect Research Enhanced Quality Legacy Long Term/ Javelinas Year 3

Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN Develop an Image 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  Integrate Internal & External Communications

Develop an Image Goal 2: Develop an Image  Overcome Name Change Philosophy & Strategy  Establish Clear Identity  Develop a Brand & Market Position  Get Employee Buy-in  Consistent Graphic Standards

Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN Institutionalize Goal 3: InstitutionalizeMarketing  Add or Appoint a Marketing Officer  Continue Integrated Marketing Team for Recommendations and Evaluation  Increase Coordination among Key Marketing Components

 Meet the Challenge; Accept Change Philosophy & Strategy  Focus on Key Strengths  Target most likely Audiences  Coordinate Efforts  Administer Tactically Institutionalize Goal 3: InstitutionalizeMarketing  Evaluate & Revise

Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN Review & Improve Goal 4: Review & ImproveResearch  Regularly conduct surveys of all key Internal and External constituents  Obtain more information about attitudes and opinions of high school counselors and seniors  Conduct annual Climate Study of Internal Constituents; Make improvements annually

 Need Good Information Philosophy & Strategy  Update Frequently  Set Priorities Accordingly  Fine Tune Targets  Fund Appropriately Review & Improve Goal 4: Review & ImproveResearch

Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN Increase Alumni Goal 5: Increase AlumniMembership  Increase membership from 400 to 1650  Increase Clerk to full-time; Add a F–T Assistant  Revise & manage mailing list database  Conduct consistent communications

Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN Increase Alumni Goal 5: Increase AlumniMembership  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

 Get them Upbeat Philosophy & Strategy  Get their Referrals  Increase their Involvement  Increase their Giving  Target Strategically Increase Alumni Goal 5: Increase AlumniMembership

Texas A&M University-Kingsville MARKETING PLAN The FIRST CHOICE

Thanks to Rene Echavarri, of the A&M-Kingsville Office of Public Affairs, for the PowerPoint background. Original graphics by Richard Christian.

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