1. Lori Feldman Associate Dean for Enrollment Management & Graduate Programs College of Business Office of Research and Graduate Studies Coffee Hour March 25, 2014

2.  Professor of Marketing  Director of the MBA for Executives program for 15 years  Launched and grew program  Department head for MHRM for 8 years  Launched and grew programs

3.  Successfully recruited 15 cohorts– approximately 375 graduate students  Grew out of state enrollment to 60% of total enrollment in the program  Created awareness of program and PUC in the highly competitive Chicago market  Earned recognition by Fortune magazine as a best value

4.  New untapped market niche  Built bridges with WL and other schools  Created awareness by director volunteering time  Selective advertising  Google presence  Web page with key words

5. It ’ s not going to happen by magic. Sounds appealing, right ?

6.  Who are they?  What are they looking for?  What do they want but are not getting?

7.  What are you offering?  How are you offering it?  Where are you offering it?  When are you offering it?  Why are you offering it? How closely does this match what your competitors are doing? How closely does this match up to what your customers are seeking?

8. What students want What your program does well What competitive programs do well Winning Zone. Clear point of difference that meets needs. Make it even bigger. Losing Zone. Your competitor meets student needs better than you do. You’ll be crushed. Risky. Competitive battle ground. Use emotion, and innovative superior execution.

9. For more info: http://www.blueoceanstrategy.com/book/

10.  Find out what worked before – ask!  Be willing to commit the necessary resources to reach your audience.

11.  Outreach to feeder programs  Referrals!  Selected advertising or other mass communication  Engaging web page  Engaging collateral that speaks to their needs  Constant communication and follow-up