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The University of St. John Fisher Be part of Something Special

The University of St. John Fisher Be part of Something Special. Marketing Situation. Confusion Catholic? Where's the diversity?! Beautiful Campus Teachers are Local Professionals. SWOT Analysis. Strengths: Beautiful campus Convenient college town Strong athletic programs

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The University of St. John Fisher Be part of Something Special

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  1. The University of St. John FisherBe part of Something Special

  2. Marketing Situation • Confusion • Catholic? • Where's the diversity?! • Beautiful Campus • Teachers are Local Professionals

  3. SWOT Analysis Strengths: • Beautiful campus • Convenient college town • Strong athletic programs • Respectable education • and valued degrees Weaknesses: • Expensive • Lack of Parking • Lack of diversity

  4. SWOT Analysis (Cont.) Opportunities: • Division 1 Team • Become a university • IMC program • Move focus away from Catholic religion • Adding more online courses Threats: • Declining number of college students • Other schools in the Rochester area • Identity Crisis

  5. Market • Gender • Interests- Learning about the now, not the past • Religion • Income- A non-factor

  6. Target Market • High School Students • Parents • Those who want to be something special

  7. Positioning • Fisher is NOT Syracuse • Fisher is NOT West Virginia • Fisher is NOT Southern California • Fisher is Fisher

  8. Competitor Evaluation Primary: • Nazareth College • SUNY Brockport • Ithaca College Secondary: • Rochester Institute of Technology • University of Rochester

  9. Marketing Goals Short Term • Enroll at least 50 new students Long Term • Enroll at least 1,000 new students

  10. Budget • $7,300,000 Total • TV- $3,000,000 (2 per week, primetime cable) • Event Planning- $2,000,000 • Transportation- $500,000 • Online Advertising (Banner Ad’s, Facebook, SEO)- $1,000,000 • Billboard/ Outdoor Advertising- $500,000 • News Paper- $200,000 • Radio- $100,000

  11. Budget (Cont..)

  12. Creative Strategy • Focus on IMC program • Strive for Excellence • Develop personal skills and character • Location

  13. Advertising Objectives • Increase awareness in 25% of target market within one year • Enhance perception of superiority within three years

  14. Execution Radio Scripts • Small Portion of Ads • Donald Bain • Sparking Conversations

  15. Execution TV Commercials • Former Fisher Graduates • Clips of more student activity • Not so much Donald Bain

  16. Execution Event Coordination • Hosting High School Sports • Young Media Panel’s

  17. Billboards Be Part of Something Special University of St. John Fisher

  18. Online Advertising • SEO • Facebook • Banner Ads USJF IntergratedMarketingCommunication

  19. Integrated Marketing Recommendations • Predominant business figures • Appearances in ads and events

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