Marketing the BSBA

1. Marketing the BSBA By: Elizabeth O’Connor, KaariPursell, Daphne Fiske & Andrea Donovan

2. Executive Summary We are proposing to implement a marketing plan that will promote the new BSBA degree. Our marketing plan will increase SOM awareness and draw in more potential students seeking a business degree.

3. Agenda • Executive Summary • Situational Analysis • Marketing Objectives • Marketing Program • Financial Projections • Monitoring and Control • Conclusion

4. Market Research:Survey Results “Howdid you hear about Simmons?” 60% said they knew 1-3 Alumni. Word of Mouth

5. Data Analysis and Findings • Focus on more direct advertising and interaction • Stray from campus life, “women’s college” to appeal to all students • Include key selling points: academics, location, size

6. Product Analysis: BSBA The BSBA is 1 of 2 Women’s Colleges with AACSB Accreditation

7. Market Data 9,907 Women enrolled in accredited business programs in MA #1 area of interest for Women 14 AACSB Accredited business schools out of over 50 colleges in Boston

8. AACSB Accredited Undergraduate BSBA Competitors

9. Simmons vs. Competitor Average 100% $34,350 43% $39,866 Cost of tuition Women in Business Degree 13:1 18 29 11:1 Average Class Size Faculty : Student Ratio

10. Marketing Objectives 1. Increase Awareness of U.G. Business Program • Market directly to high school students • Increase social media presence 2. Introduce Potential Students to the SOM • Increase interaction with high school students • Recruit high school students from leadership and management organizations in the Boston area

11. School of ManagementPoints of Difference • Led by successful women with 84% female faculty • Builds empowerment helping students find her “voice” • Diversity, principled leadership, ethics, sustainability and entrepreneurship • Uses service learning to teach principled leadership and demonstrate how business contributes to the vitality of the community

12. Marketing Program: Product Strategy • Themain feature of the BSBA degree is that it isthe most prestigious Business Degreeone can obtain. • The benefit of implementing this degree is that it will attract more students to the undergraduate Simmons School of Management.

13. Marketing Program: Distribution Strategy Make information more available about the BSBA and School of Management Actively seek high school seniors that show interest in management and possess leadership qualities

14. Marketing Communications Strategy 1. Increase Social Media Presence

15. Why Social Media? • 42 million women in the U.S. routinely use social media • 56% 55% 50% • 68% of students use social media to research potential schools • 55% said they used Facebook

17. Informational Video • Youtube Educational Channel 38% of students used social media as a resource for deciding where to enroll

18. Informational Video Clip http://www.youtube.com/watch?v=GsToAha2sKw

19. Marketing Communications Strategy:QR Codes • Appeals to target Market High School women 48% of QR Code users are between the ages of 18-34 Statistics from MGH Survey,2011

20. Marketing Communications Strategy: QR Codes • Brochures with QR code • Scans to a video for HS women to watch • Placed in the SOMand High Schools throughout MA • Distributed to local organizations and at local events

21. 2. Introduce Potential Students to the SOM

22. DECA DECA prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management in high schools and colleges around the globe. 185,000 High school members in 5,000 schools, across 50 states and 9 countries 2,500 members in Massachusetts Nearly 450 high school members already own their own businesses

23. DECA

24. Partnership with DECA Implementation strategy • Send selected SOM students to attend the Mass. State Career Development Conference of 2014 • SOM Exhibitor Booth at the Expo of the conference • Drive brand impressions • Distribute brochures on the BSBA Degree • Promotional items • SOM pens, lanyards • Answer questions and discuss positive experiences of the SOM and Simmons College • Host a competitive event for the conference

25. Girl Scouts Overview • Girl Scouts describes selling cookies as a business. • Simmons College currently has connections with Girl Scouts. • 53% of all women business owners are former Girl Scouts “When a Girl Scout sells you cookies, she's building a lifetime of skills and confidence. She learns goal setting, decision making, money management, people skills, and business ethics—aspects essential to leadership, to success, and to life”

26. Expand Partnership with Girl Scouts Implementation Plan: • Girl 2 Senior Leadership Conference • Management Liaison Rep’s

27. Financial Assumptions and Key Points • New classes will be taught by assistant professors • Part-Time students average 16 credits/yr • Full-Time students average 32 credits/yr *ROOM AND BOARD NOT INCLUDED*

28. Estimated Changes Directly Related to Marketing the BSBA • 20-22 new average students per class • 3% increase in total undergrad population • 35% increase in MGMT population

29. Estimated Marketing Cost $13,000 • Includes brochures, Simmons promotional paraphernalia, DECA event costs • How we cut costs! • Piggyback off current partnerships • Use MGMT Liaison as SOM reps! • Work-Study position to oversee social media pages

30. Moving Forward • Measure success through increase in incoming School of Management Students • Continue interaction with potential students • Create a SOM mentoring club

31. Conclusion Our marketing plan will: Increase awareness of the school of management through social media interaction and direct face-to-face marketing.