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Published byAmy Short Modified over 9 years ago
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Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN 2002-2005
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Foundation: Review / Research Stamats 2000 Integrated Marketing Team Independent Consultant
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Situation: Tradition Affordable / Accessible Competitive Athletics Regional – Three-county area Also, San Antonio, Victoria and The Valley
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Situation: Outstanding Programs in Engineering Business AgricultureTeaching Wildlife Management Band Directing Ranch Management & Others
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Issues: Retention No Growth in 3-County Area Open Admissions Increasing Competition
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Opportunities: Growth in South Texas Hispanics Beautiful Campus / Nice Town New Pharmacy Program Athletics Research Grants
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Opportunities: New President
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Objectives: Increase Undergrad Enrollment Increase Gifts Establish Identity Build Staff Morale Build Pride – Students & Alumni
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Secondary Objectives: Become More Selective More Graduate Students Non-Traditional Populations
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Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN 2002-2005 Three-Year Goals & Objectives Increase Enrollment Goal 1: Increase Enrollment
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Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN 2002-2005 Three-Year Goals & Objectives Develop an Image Goal 2: Develop an Image
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Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN 2002-2005 Three-Year Goals & Objectives Institutionalize Marketing Goal 3: Institutionalize Marketing
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Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN 2002-2005 Three-Year Goals & Objectives Review & Improve Research Goal 4: Review & Improve Research
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Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN 2002-2005 Three-Year Goals & Objectives Increase Alumni Membership Goal 5: Increase Alumni Membership
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Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN 2002-2005 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
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Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN 2002-2005 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
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Increase Enrollment Goal 1: Increase Enrollment Improve Recruitment Philosophy & Strategy Expand Recruitment Area Recruit Community College Transfers Recruit Better Prepared Students
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Quality Marketing Message: Research Pharmacy New Engineering Tradition Agriculture Values Music Culture Teacher Education The Future Year 1
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Value Marketing Message: Tuition / Financial Aid Pharmacy Unique Research Quality Professional Studies Opportunity Graduate Studies Advancement Year 2
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Tradition Marketing Message: Durable Quality Pharmacy Elite Opportunity Engineering Heritage/ Respect Research Enhanced Quality Legacy Long Term/ Javelinas Year 3
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Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN 2002-2005 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
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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
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Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN 2002-2005 Institutionalize Goal 3: InstitutionalizeMarketing Add or Appoint a Marketing Officer Continue Integrated Marketing Team for Recommendations and Evaluation Increase Coordination among Key Marketing Components
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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
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Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN 2002-2005 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
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Need Good Information Philosophy & Strategy Update Frequently Set Priorities Accordingly Fine Tune Targets Fund Appropriately Review & Improve Goal 4: Review & ImproveResearch
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Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN 2002-2005 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
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Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN 2002-2005 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
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Get them Upbeat Philosophy & Strategy Get their Referrals Increase their Involvement Increase their Giving Target Strategically Increase Alumni Goal 5: Increase AlumniMembership
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Texas A&M University-Kingsville MARKETING PLAN 2002-2005 The FIRST CHOICE
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Thanks to Rene Echavarri, of the A&M-Kingsville Office of Public Affairs, for the PowerPoint background. Original graphics by Richard Christian.
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Marketing Plan, PowerPoint Presentation, and Dancing Javelina by Jim Dalglish.
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