1. WELCOME Marketing Plan Development

2. Agenda Public Affairs Welcome Overview Strategic Focus
Mission Statement
SWOT Analysis/Prioritize
Goals/Prioritize
Marketing Strategies
Constituents
Strategies
Messages
Public Affairs

3. Overview Public Affairs Purpose of Marketing College Level
Campus Level
Public Affairs
While to many people, marketing means simply promotion and advertising, it is actually a much broader concept that includes research, program development, positioning, public relations, and of course, promotion and advertising. Simply put, however, it is the process of identifying and communicating with your target audiences.
Marketing your college/unit/program should not occur in a vacuum; rather it should be aligned with the campus’ marketing and messaging, so that we, as a university, speak in one voice.

4. Overview Public Affairs
Goal of Meeting: To guide the unit through the process of developing and implementing a marketing plan that complements the campus-level plan
Process
Public Affairs
During this meeting, we will collectively explore the answers to several questions, and use SWOT analysis to identify the unit’s Strengths, Weaknesses, Opportunities, and Threats. The information uncovered will then be used to develop the marketing action plan and messaging platform.

5. Mission Statement Public Affairs
In three to five years, if there were no obstacles, what would success look like for the College/Unit?
What does success look like on campus? Off campus (peer institutions, funding agencies, alumni)?
Public Affairs

6. Goals
What goals would help you achieve this success?
Public Affairs

7. Strengths Public Affairs What are your successes?
What makes them successes?
What factors (people, products, systems, etc.) contributed to the success?
What would your constituents say are your strengths?
Public Affairs

8. Weaknesses Public Affairs What are your weaknesses?
What would your constituents say are your weaknesses?
What changes are you prepared to make to improve the situation?
What factors (people, products, systems, etc.) contributed to the weaknesses?
Public Affairs

9. Opportunities Public Affairs
What are some realistic opportunities that your unit is aware of?
Are there any changes or trends in the marketplace that might present an opportunity?
How can you take advantage of these opportunities?
Public Affairs

10. Threats Public Affairs
Whom do you use as a benchmark? Who is your competition?
What is your competition doing that works?
What are the similarities and differences between your unit and the competition?
Could any of your weaknesses seriously threaten your unit?
Public Affairs

11. Constituents
Who can make the top goals happen?
Public Affairs

12. Strategies Public Affairs
How do you currently reach these constituents?
What new strategies will work?
Are these strategies measurable?
Public Affairs

13. Messages Public Affairs
Why do these constituents choose your programs, services, and benefits?
What benefit do you provide or need to fulfill?
Public Affairs

14. Wrap-up/Evaluation Public Affairs Thank you!
Please send any additional thoughts or ideas to the meeting to:
Facilitator
address
Thank you!
Public Affairs