Find your greatness…

1. Group 2 LUBIN SCHOOL OF BUSINESS Lauren D’Elia Lissette Martinez Danielle Tsimberg Nereide Crisologo Priya Patel Find your greatness…

2. Current Industry Status Increase in application volume for the incoming 2010-2011 class • 59 percent of Executive MBA (EMBA) programs reported an increase in the number of applications, reversing a three-year decline. This was one of the highest proportions of programs reporting increases in volume among all MBA programs. • Part-time MBA programs appear to be nearing the end of their recent downward cycle in application volume. The proportion of programs reporting growth in application volume in 2010 was comparable to 2009 and about even with those reporting a decline. More people are looking to enroll in graduate school. High demand for programs aimed at mid-career professionals according to a global survey of business schools by the Graduate Management Admission Council (GMAC). The number of 25-30 year olds taking the GMAT has an annual growth rate of 6.5%This is according to GMAC’s 5 year summary of GMAT candidates. Application Trends 2010 Survey Report. Graduate Management Admissions Council Global Survey of Business Schools. Graduate Management Admission Council 5 Year Summary of GMAT candidates. Graduate Management Admission Council Nereide Crisologo

3. SWOT Analysis of Lubin School of business 3 Nereide Crisologo Lissette Martinez

4. Creative Strategy Brief • Target Description: We have identified 25-34 year olds as our target based on the average ages of graduate students in Lubin and that of our competition living in New York City. • This market provides much promise with high demand for programs aimed at mid-career professionals according to a global survey of business schools by the Graduate Management Admission Council (GMAC).1 • The number of 25-30 year olds taking the GMAT has an annual growth rate of 6.5%2 • Within our target we will heavy up on targeting woman, the Chronicle of Higher Education reported last August that 57 percent of full-time and 62 percent of part-time graduate enrollments are women.2 1 Global Survey of Business Schools. Graduate Management Admission Council 2 Ebersole, John. “The future of graduate education: as graduate student demographics change, institutions also must change to keep pace” bnet CBS Business Network. Nereide Crisologo

5. Within this Target Market we’ve identified the following segments Nereide Crisologo Bouknight, Omaris& Scott Shrum. “Your MBA Plan: Proven Strategies for getting into the top business school.” Franklin Lakes Career Press Inc. 2007.

6. Target Profiles Nereide Crisologo, Lissette Martinez

7. Key Competition • Iona, Fordham , Baruch and St. John’s have been identified as our competition1. • Our competition takes different positions, but all four attempt to convey in their brand the following; (Graphic included) • Globally/internationally focused • High academic quality; consisting of quality professors, great facilities • Business oriented; provide practical real business world experience • Prestige; by highlighting ranks and accreditation and higher organization affiliation • See the Competition Chart in Appendix for more detailed information on our competition. 1 Provided in the Client Brief Nereide Crisologo

8. Global/International focus “Premier global academic community in the heart of New York City.” “Elevate your business game” FIND YOUR GREATNESS Academic Focus Business Oriented “Recognized for its superb academic programs, and diverse student life.” “Academic organization in the tradition of the Christian Brothers and American Catholic higher education” Nereide Crisologo, Lissette Martinez Prestigious Institution

9. Brand Advantages • Among our competition, Lubin is the only school that provides an online MBA option. This is an important because trends in graduate study suggests that future graduate students may increasingly study part-time and online1 • Pace added to Forbes list of “colleges that will make you rich2” • Pace University has New York state's largest internship and co-op program with the most Fortune 500 companies and top firms3 Ebersole, John. “The future of graduate education: as graduate student demographics change, institutions also must change to keep pace” bnet CBS Business Network. Pace University Press Room “Pace University added to the Forbes list of Colleges that will make you rich” Pace University website “Lubin at a Glance” http://www.pace.edu/lubin/about-lubin/lubin-at-a-glance/ Nereide Crisologo

10. 12 Reasons to go to Graduate School 1) I want to specialize in my field. a) Will this degree do this? b) Is it what will actually help to get ahead in your field? Ask more questions. 2) All of my friends are going back to school, and I feel I should. You shouldn’t. 3) I want to improve my skills and advance in my field. Can this be done more quickly and cheaply through your work? Is there alternative differentiation that might work better? What do successful people in your field think of your shortlisted programs? 4) I want a better job, and all of the jobs in my field require a masters or PhD . Maybe. Have you talked to a proper sample of successful people? Sometimes it’s true, sometimes it’s a facade. 5) I want to ride out the economic crisis. Sure, but getting accepted and getting funding are painful right now. If you can score this, then rock on. 6) I want to learn, specialize, or broaden my perspective. No argument here. All are great reasons to head back to school. Except this: can it be done more effectively/cheaper another way? Priya Patel

11. 7) I want to make a career transition. This is doable, but difficult. Consider who you’ll be competing against coming out. Do you have skills that make you unique? Do you know exactly where you’re going after? 8) I want to take a break from the rat race. If this is the only reason, it’s probably better to buy a sailboat and take off for a year. 9) I want the added status of a degree/big name school Obviously I can’t fault this without being hypocritical! But if it’s the only reason, reconsider. 10)  I want specialized skills Sometimes this can happen, but grad programs are often more academic/less practical than people anticipate. If this is the case, consider technical schools as well, and other specialized training. 11) I want to avoid the real world. Grow a pair and get out there. You’re just putting off the decision. 12) I’m not sure what else to do with my life. Find out. Rarely can a degree help with that if you don’t already have an inkling of this. Priya Patel

12. Key Insight These individuals share the want to continuously better themselves . Our Survey of our target market revealed the top 3 reasons for their desire to return to school Of 50 respondents: 72% selected “to better yourself” These individuals are aware that they are not perfect. Therefore, they are conscious of the endless possibilities of learning new things and new ways to grow. Nereide Crisologo, Lissette Martinez http://www.upscaledesires.com/apps/blog/show/4983731-self-actualization

13. Higher education is a search to fulfill our need of self-actualization “be all you can be” - Self-actualization as defined by Maslow Nereide Crisologo, Lissette Martinez

14. Characteristics of an Self- Actualizing Individual • Seeks personal growth • Comfortable with oneself • Accepts oneself • Seeks challenges and new experiences • Independent • Self-fulfillment • Self potential • Pursues growth • Creative/ original • Problem- centered • Self- awarded Lissette Martinez

15. “What a man can be, he must be” • Maslow described self- actualization as “be all you can be”. • To achieve self- actualization, one had to be aware of who they are and where they stand as individuals. • Self- actualization is an on going process in which an individual uses their abilities and intelligence to be who and what they want to be. • It is not about being talented, yet, it’s a never ending process of work in order to reach your potential. It is a way of living, working and being able to relate to the world. • In order to reach self- actualization there is the need to keep learning to achieve growth and fullness as an individual. • These individuals are aware that they are not perfect. Therefore, they are conscious of the endless possibilities of learning new things and new ways to grow. • Even though, these individuals are comfortable with themselves, they never stop striving. They are strongly motivated to change any negative qualities in themselves that could be changed. However, they prefer being themselves rather than being artificial. Lissette Martinez http://www.upscaledesires.com/apps/blog/show/4983731-self-actualization

16. Conclusions on Hierarchy of needs; Self actualization needs and Lubin School of business • Higher education allows individuals to explore logic, reason and creativity while also learning about themselves, those around them and the world. • These individuals are not only interested in reaching a goal but also in the journey of reaching that goal. Lissette Martinez

17. Goals/ Call to action • We want to direct people to the pace.edu/lubin/greatness website, a site with the purpose to engage prospect in meaningful conversations. • Secondly, we want our target to request more information about Lubin graduate programs so we can engage them further with our prospective VIP page. • Ultimately, we want our target to complete an application to one of our programs. Nereide Crisologo

18. USP Positioning Statement • Becoming a Lubin School of Business student will put you on a journey of self-actualization while providing everything the competition offers with a more individual and personal focus • Lubin school of business is better than our competition because we fulfill your need for self-actualization. Nereide Crisologo

19. Reason to Believe • Among our competition, Lubin is the only school that provides an online MBA option. This is an important because trends in graduate study suggests that future graduate students may increasingly study part-time and online1 • Pace added to Forbes list of “colleges that will make you rich2” • Pace University has New York state's largest internship and co-op program with the most Fortune 500 companies and top firms3 Ebersole, John. “The future of graduate education: as graduate student demographics change, institutions also must change to keep pace” bnet CBS Business Network. Pace University Press Room “Pace University added to the Forbes list of Colleges that will make you rich” Pace University website “Lubin at a Glance” http://www.pace.edu/lubin/about-lubin/lubin-at-a-glance/ Nereide Crisologo

20. Media Considerations • Typical media such as Magazines will be used to reach our target market • Special consideration will be given to youtube based on research on the demographics of viewers/users of youtube • Special consideration will also be given to Facebook and Twitter based on our primary research1 1Please refer to cross tabulation in Appendix Nereide Crisologo

21. Newspaper Readers from Ages 21-29 • As shown, people between the ages of 25-29 are not big newspaper readers. • This shows that advertising in a newspaper may not be the best way to reach out to our desired demographic.

22. Types of Magazines Popular to 22-24 Year-Olds • The most popular kinds of magazines for people in this age range are baby, bridal, music, and men’s magazines.

23. Types of Magazines Popular to 25-29 Year-Olds • The most popular kinds of magazine for people in this age range are baby, bridal, computer, music, sports, and men’s. • These stats are very similar to those of the 22-24 age range • This means that we could reach our entire demographic by advertising in these types of magazines.

24. Youtube.com/edu • Lauched in 2009 • Aggregates all of the videos from the top institutions in the country • Created as a “volunteer project sparked by a group of employees who wanted to find a better way to collect and highlight all the great educational content being uploaded to YouTube by colleges and universities” http://www.readwriteweb.com/archives/thinking_of_college_go_to_youtube_first.php http://techcrunch.com/2009/03/26/youtube-edu-launches/

25. Youtube.com/eduFeatures: • Virtual tours of campuses • Online lectures • Guest-speaker videos • Student films • Athletic events • College news • Site-specific search engine • Allows users to search all of YouTube, filtering only results from the youtube.com/edu branch source: http://www.readwriteweb.com/archives/thinking_of_college_go_to_youtube_first.php

26. YouTube Search Traffic • YouTube search traffic is on a steady rise since its creation in early 2006. source: http://www.ignitesocialmedia.com/social-media-stats/2011-social-network-analysis-report/

27. Most YouTube users are female source: http://www.ignitesocialmedia.com/social-media-stats/2011-social-network-analysis-report/

28. YouTube User Ages • People between ages 25-54 are the heaviest YouTube users, followed by the age bracket of 18-24. source: http://www.ignitesocialmedia.com/social-media-stats/2011-social-network-analysis-report/

29. Educational background of YouTube users • The majority of YouTube users have had some college experience. • Graduate students make up the smallest percentage. source: http://www.ignitesocialmedia.com/social-media-stats/2011-social-network-analysis-report/

30. Nereide Crisologo

31. Organizing Idea • We will feature MBA students current and alumni answering the question • “what’s my greatness?” Advertisements will feature individuals actively displaying their greatness pace.edu/lubin/greatness website • Rely on below the line tactics through the use of social media tools • heavily relying on videos • feature students and professors defining “Greatness” • “my journey to greatness” video series. Nereide Crisologo

32. “Today, success in marketing is achieved as the result of a series of personal “conversations” and points of engagements with consumers and prospects” Roman, Ernan. Voice of the customer marketing: a revolutionary five-step process to create customers who care, spend and stay. Nereide Crisologo

33. What’s my Greatness? Print Ad Template • Awareness Each ad will pose this question as the headline it draws the target’s attention with a question • “Now I can manage my own business and provide for my child.“ • Melinda Garcia • Pace University MBA 2014 Quotes provided by current and recent alumni answers the question posted in the headline Post-it and notebooks will be used as the backdrop for the quote for a more personal feel Images will showcase students and recent alumni actively displaying their greatness. Stepping away from Pace’s and our competitions’ current trend of taking pictures of people in business attire among various backdrops This tagline will appear in all advertisement in order to draw attention to the call to action, which is to seek more information by visiting the “greatness” website Find your Greatness Call to action: visit the “greatness” website to learn more! Danielle Tsimberg www.pace.edu/lubin/greatness

34. Pace.edu/lubin/greatness Website • Engagement Home Find out More Start Your Journey Contact Us My Journey to greatness… @paceLubinGreatnessLubin School of Business What’s your greatness? #mygreatness Linda Smith Is being a role model for my children #mygreatness is Mike Johnson Is being the owner of my own restaurant. @paceLubinGreatnessLubin School of Business Find your greatness at Lubin School of Business, click here http://pace.edu/prospectivestudents/node/1091 Mary Harris Lubin School of Business (class of 2006) MBA Marketing Find your greatness… Lissette Martinez

35. Find Out More Home Start Your Journey Contact Us • Engagement My Journey to greatness… What does greatness truly mean… John Anderson’s Greatness Lubin School of Business (class of 2008) MBA Finance Professor Phillips Lubin School of Business since 1999 Marketing Department Follow us on Facebook…. Watch other journey’s to greatness… and find your greatness. Lissette Martinez

36. Engagement Start Your Journey Find Out More Contact Us Home My greatness in pictures… Visit the Greatness Blog Jennifer Morales Lubin School of Business (Class of 2008) MBA Finance Lissette Martinez

37. Greatness Website-Pace.edu/greatness In order to complement the “Find your greatness” message, we decided to develop a link (Pace.edu/greatness). This link will provide awareness, engagement, while conveying a positive perception and leading to an increase in the number of applicants. We will include “The Greatness Series”, that will consist of 2-5 minute videos of Lubin graduate students and alumni. In the videos they will be stating what their greatness means to them as an individual. Also, in this video they will briefly explain how Pace faculty, cooperative service office, fellow classmates ect; helped them accomplish this greatness. Accompanying “The Greatness Series” there will also be the “Journey to Greatness”. This will also consist of videos, however, the videos will be about 10 minutes long and new videos will be uploaded twice a month. The videos will feature current Lubin MBA students explaining their journey in order to reach greatness. Furthermore, we will launch a Twitter campaign with the #mygreatness hash tag. An updated news feed will be featured on the website in order to motivate prospective students, current students, alumni to follow and tweet response to @PaceLubinGreatness. A Facebook fan page will also be started with the purpose of drawing traffic to the Pace.edu/greatness website. This will also encourage status updates stating “my greatness is…” The purpose of this website is to provide a space for prospective students, alumni, and current students to interact. Also, this website will provide real life stories, which will help Pace build a stronger and positive image. By providing real stories and individuals, prospective students will be able to connect on a more personal level. Nereide Crisologo, Lissette Martinez

38. Engagement • Positive Perception Admissions Financial Aid Apply Now! Why Lubin? Academics Welcome John Anderson, Thank you for your interest in the Lubin School of Business Graduate program. Welcome to your VIP page, which has been custom created to help you gather information on your program of interest. Get Connected Join alumni, staff, faculty, and students, on our Facebook page. Check out videos on the Pace University YouTube channel Follow @PaceAdmissions on Twitter and stay informed! Lissette Martinez

39. Engagement • Positive Perception Home Academics Admissions Financial Aid Apply Now! MAY 2011 Information Session Lissette Martinez

40. Engagement • Positive Perception Home Academics Admissions Financial Aid Apply Now! Lubin School Of Business Graduate Information Session 5:30pm White Plains, New York Graduate Center Room 208 RSVP MAY 2011 Information Session Lissette Martinez

41. Increased number of applicants Home Academics Admissions Financial Aid Apply Now! • Lubin School of Business Graduate Program Application Requirements John’s To Do List Attended Information Session/ Tour Application, Fee ($70), Resume Personal Statement Letters of recommendation(2) Official Transcripts GMAT/GRE TOEFL (if required) ✓ John Remember to- Register for the Fall Semester by: August 1st, 2011 Download Application Lissette Martinez

42. Prospective Student VIP Page The prospective Student VIP page, will be assigned to an individual once they request more information on the Lubin school of Business. The page will familiarize and educate each prospective student on the application process and Lubin. Also, the page will convey this in a personalized way by including an interactive calendar, to-do list and personal reminders. Such components will make it easier on our target market to keep track of information sessions, or deadlines; since they are busy individuals. We will also motivate them to join Lubin on Facebook, Twitter , Youtubeand visit our “Greatness” website. Overall, the website is focused on motivating each individual to take the next step and apply to Lubin’s graduate program. By providing them with such a website, they will feel special and important, especially by including the word “VIP”. This will also help Lubin stand out from other schools this individual is considering. Lissette Martinez

43. Priya Patel

44. Nereide Crisologo