ARKANSAS STATE UNIVERSITY OSTEOPATHIC SCHOOL OF MEDICINE

Arkansas State University  Arkansas State University is a public university located in Northeast Arkansas in the city of Jonesboro. ASU has a faculty and staff of roughly 1,500 and an enrollment of over 13,000 students.  Mission Statement: Arkansas State educates leaders, enhances intellectual growth, and enriches lives.

New York Institute of Technology  New York Institute of Technology is a private college with campuses in Long Island, Manhattan, and across the globe. NYIT’s enrollment is roughly 13,000. NYIT’s College of Osteopathic Medicine is located in Old Westbury, NY.  The NYIT College of Osteopathic Medicine is committed to training osteopathic physicians for a lifetime of learning and practice, based upon the integration of evidence-based knowledge, critical thinking, and the tenets of osteopathic principles and practice. We are also committed to preparing osteopathic physicians for careers in health care, including that in the inner city and rural communities, as well as to the scholarly pursuit of new knowledge concerning health and disease. We provide a continuum of educational experiences to its students, extending through the clinical and post-graduate years of training. This continuum provides the future osteopathic physician with the foundation necessary to maintain competence and compassion, as well as the ability to better serve society through research, teaching, and leadership.”

Personnel  Dr. Jason Penry  Dr. Charles Welch  Dr. Time Hudson  Arkansas State University System Board of Trustees  Tripp Umbach  Mayor Harold Perrin  Dr. Barbara Ross-Lee  Dr. Wolfgang Gilliar

Financial Status  Total Revenue, gains, and support for fiscal year 2013: $200,142,077  Total Expenses for fiscal year 2013: $195,363,899  Excess funds for fiscal year 2013: $4,778,178  $25,000 investment from Delta Regional Authority

Reputation

Past and Present Practices

Strengths  Social media  Location  Finacial-aid

Weaknesses  Arkansas State vs. University of Arkansas battle  Negative opinions about how complicated ASU makes things.

Opportunity/Problem  We are implementing a proactive public relations campaign in hopes of recruiting potential graduate students to attend Arkansas State University’s Osteopathic School of Medicine  Our ultimate goal is to recruit 600 students for the fall of 2016 from East and Central Arkansas, Southeast Missouri, Northwest Mississippi and parts of Eastern Tennessee.

Research Procedures  Survey  Casual Monitoring  Content Analysis  Communication Audit  Usability

Audience  Our audience includes current students and graduates of the Pre-Med, Biology, and Chemistry degree programs in East and Central Arkansas, Southeast Missouri, Northwest Mississippi, and parts of eastern Tennessee.

Goals and Objectives  Informational Objective: to inform 2000 potential students in East and Central Arkansas, Southeast Missouri, Northwest Mississippi, and parts of eastern Tennessee about Arkansas State University’s partnership with New York Institute of Technology to bring an Osteopathic School to Arkansas State University.  Motivational Objective: to create and maintain a favorable overall opinion about the new Osteopathic.  Behavioral Objective: to have 750 students apply to the Osteopathic School of Medicine by April of 2016.

Strategies and Tactics  Video Promotions  Building relationships with local media professionals  Social Media  Graduate School Fairs  and Newsletters  Traditional Media Outlets  Speaker Presentations  Special Events

Budget and Projected Costs  Brochures: $2,000 for 4,000 brochures  Syringe Pens: $1,625 for 2,500 pens  Stethoscope Lanyards : $1,950 for 2,500 lanyards  Pill-shaped flash drives: $4,975 for 2,500 flash drives  Travel/gas: $15,000  TOTAL: $25,550

Theme and Key Messages  Theme: “Making a difference starting with you”  Key Messages: At Arkansas State University’s Osteopathic School of Medicine:  Medical school can be convenient.  Medical school can be affordable.  Medical school can be your future.

Uncontrolled Media  Press Releases  Video profiles/feature stories

Controlled Media  Brochures  Promotional Videos  Speaker Presentations and Graduate School Fairs  “Freebies”

Evaluation  Survey  Constant monitoring of social media, newspapers, news sites, and television news  How many likes, followers, shares, views, retweets, etc. did we get in a given month?  Inventory of “freebies”  Counting information cards  Counting applicants