1. Hamline School of Business Marketing Plan Casey Anderson, Garrett Dube, Lauren Steinbach, & Yanjie Chen

2. Overview ➢ Context ○ Target Market, HSB Mission ➢ Marketing Strategy ○ Competitive Advantage ○ Product, Price, Promotion, Place ➢ Conclusion

3. Mission Statement “The Hamline School of Business is an inclusive community dedicated to the professional and personal development of our students, faculty and staff.”

4. Target Market ➢ Primary Market ○ High School Juniors and Seniors ○ Transfer Students ➢ Secondary Market ○ International Students

5. Competitive Advantage for the HSB ➢ High Quality Education ➢ Unique Experience ○ Small Class Sizes ○ Small Student to Faculty Ratio

6. Consumer-Oriented Promotion ➢ “Great School, Great Price” by U.S. News & World Report ➢ Competitive Financial Aid Packages ➢ Merit based & need based Scholarships ➢ Guaranteed 4 year graduation ➢ Ease of credits transfer process ➢ J- term and summer term tuition

7. Value of Tuition $36,888.00 ➢ Competition ➢ Demand ➢ Large increase carries negative connotations

8. Undergraduate Market

9. Positioning Statement For high school graduates or transfer students who are seeking a quality business degree to prepare them for their postgraduate business career. Hamline School of Business is part of a private university that offers an education that is held to high standards on and off campus.

10. HSB Undergraduate Programs Bachelor of Arts in Economics Bachelor of Business Administration with concentration in Accounting Business Analytics Finance General Business Global Business with German/ East Asian International Business Management Marketing Sports and Recreation Management Sustainable Enterprise

11. Minnesota Private College Council -- undergraduate majors X = day program e = evening/weekend o = online/blended

12. 5- Year Goals Financial ➢ Become financially sustainable by triple number of undergraduate students Non-Financial ➢ Expand and Improve Academic Programs ➢ Increase marketing reach across state and out of state ➢ Cultivate a more prominent reputation for HSB

13. Internal Factors StrengthsWeakness Prestige ➢ First university in Minnesota ➢ Top-ranked private Minnesota University in Class The HSB was only founded in 2008 Offering ➢ 2 types of Bachelor with 12 concentrations ➢ Master degree available for further education Does not offer some of “hot” concentrations Faculty ➢ Low student-faculty ratio ➢ 86% of full-time undergraduate faculty hold PHD or highest degree in their field More faculties might be needed to accommodate more students SWOT Analysis--Internal Factors

14. SWOT Analysis -- External Factors External FactorsOpportunitiesThreats Customer/ Social Students seen it as necessary to acquire higher education ➢ MN high school graduation rates are flat around 61,000 until 2020 ➢ Decline in high school graduates in the entire Midwest region ➢ Tuition increase by 3.6% over previous year CompetitivePartnership with community colleges Alternative formats of learning should be offered EconomicUnemployment rate fallen from 10% in 2009 to 5.4% today Inflation caused tuition increase year by year

15. Marketing Plan Components ➢ Info session ➢ Admission Counseling at College Fairs, community colleges, and possibly State Fair ➢ Direct Mail with postcards ➢ Broadcast Radio ➢ Billboards ➢ Social Media

16. Marketing Strategies ➢ Budget: $300,000 ➢ Focus: January through September

17. Potential Direct Mailer

18. Social Media ➢ Facebook ○ Direct connection to target market ➢ YouTube ○ Ads on side of page ○ Student Interviews on HSB web page

19. Evaluation ➢ Pretest ○ Application survey ➢ Posttest ○ Enrollment numbers ■ Applicants ○ Admitted Student Day

20. Conclusion ➢ HSB Mission ➢ Marketing Strategies ➢ Evaluation

21. Questions?