texas a&m university-kingsville the first choice marketing plan 2002-2005

Texas A&M University-Kingsville

The FIRST CHOICEMARKETING PLAN 2002-2005

Foundation:Review / Research

Stamats 2000

Integrated Marketing Team

Independent Consultant

Situation:Tradition

Affordable / Accessible

Competitive Athletics

Regional – Three-county area

Also, San Antonio, Victoria and The Valley

Situation:Outstanding Programs in

Engineering Business

Agriculture Teaching

Wildlife Management

Band Directing

Ranch Management

& Others

Issues:Retention

No Growth in 3-County Area

Open Admissions

Increasing Competition

Opportunities:Growth in South Texas

Hispanics

Beautiful Campus / Nice Town

New Pharmacy Program

Athletics

Research Grants

Opportunities:

New President

Objectives:Increase Undergrad Enrollment

Increase Gifts

Establish IdentityBuild Staff Morale

Build Pride – Students & Alumni

Secondary Objectives:

Become More Selective

More Graduate Students

Non-Traditional Populations

Texas A&M University-Kingsville

The FIRST CHOICEMARKETING PLAN 2002-2005

Three-Year Goals & Objectives

Goal 1: Increase EnrollmentIncrease Enrollment

Texas A&M University-Kingsville

The FIRST CHOICEMARKETING PLAN 2002-2005

Three-Year Goals & Objectives

Goal 2: Develop an ImageDevelop an Image

Texas A&M University-Kingsville

The FIRST CHOICEMARKETING PLAN 2002-2005

Three-Year Goals & Objectives

Goal 3: Institutionalize MarketingInstitutionalize Marketing

Texas A&M University-Kingsville

The FIRST CHOICEMARKETING PLAN 2002-2005

Three-Year Goals & Objectives

Goal 4: Review & Improve ResearchReview & Improve Research

Texas A&M University-Kingsville

The FIRST CHOICEMARKETING PLAN 2002-2005

Three-Year Goals & Objectives

Goal 5: Increase Alumni MembershipIncrease Alumni Membership

Texas A&M University-Kingsville

The FIRST CHOICEMARKETING PLAN 2002-2005

Three-Year Goals & ObjectivesGoal 1: Increase EnrollmentIncrease Enrollment

Goal 2: Develop an ImageDevelop an Image

Goal 3: Institutionalize MarketingInstitutionalize Marketing

Goal 4: Review & Improve ResearchReview & Improve Research

Goal 5: Increase Alumni MembershipIncrease Alumni Membership

Texas A&M University-Kingsville

The FIRST CHOICEMARKETING PLAN 2002-2005

Goal 1: Increase EnrollmentIncrease EnrollmentIncrease Enrollment from 6076 to 6897Increase First-time Freshman Enrollment from 900 to 1062Increase New Transfer Enrollment from 334 to 425 Increase Retention to 65%Promote Graduate ProgramsIncrease Non-Traditional Opportunities

Goal 1: Increase EnrollmentIncrease Enrollment

Improve Recruitment

Philosophy & Strategy

Expand Recruitment Area

Recruit Community College Transfers

Recruit Better Prepared Students

QualityQuality

Marketing Message:

Research

Pharmacy

New

Engineering

Tradition

Agriculture

Values

Music

Culture

Teacher Education

The Future

Year 1

ValueValue

Marketing Message:

Tuition / Financial Aid

Pharmacy

Unique

Research

Quality

ProfessionalStudies

Opportunity

GraduateStudies

Advancement

Year 2

TraditionTradition

Marketing Message:

Durable Quality

Pharmacy

EliteOpportunity

Engineering

Heritage/Respect

Research

EnhancedQuality

Legacy

Long Term/Javelinas

Year 3

Texas A&M University-Kingsville

The FIRST CHOICEMARKETING PLAN 2002-2005

Goal 2: Develop an ImageDevelop an ImageUpgrade and Enforce Graphic Standards;

Create BrandImprove Morale

Improve Information and AccessImprove Employee Orientation;

Conduct Annual RefreshersConduct Internal Marketing CampaignIncrease Recognition and Involvement

Integrate Internal & External Communications

Goal 2: Develop an ImageDevelop an Image

Overcome Name Change

Philosophy & Strategy

Establish Clear Identity

Develop a Brand & Market Position

Get Employee Buy-in

Consistent Graphic Standards

Texas A&M University-Kingsville

The FIRST CHOICEMARKETING PLAN 2002-2005

Goal 3: Institutionalize Institutionalize MarketingMarketing

Add or Appoint a Marketing Officer

Continue Integrated Marketing Teamfor Recommendations and Evaluation

Increase Coordination amongKey Marketing Components

Meet the Challenge; Accept Change

Philosophy & Strategy

Focus on Key Strengths

Target most likely Audiences

Coordinate Efforts

Administer Tactically

Goal 3: Institutionalize Institutionalize MarketingMarketing

Evaluate & Revise

Texas A&M University-Kingsville

The FIRST CHOICEMARKETING PLAN 2002-2005

Goal 4: Review & ImproveReview & ImproveResearchResearch

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

Need Good Information

Philosophy & Strategy

Update Frequently

Set Priorities Accordingly

Fine Tune Targets

Fund Appropriately

Goal 4: Review & ImproveReview & ImproveResearchResearch

Texas A&M University-Kingsville

The FIRST CHOICEMARKETING PLAN 2002-2005

Goal 5: Increase AlumniIncrease AlumniMembershipMembership

Increase membership from 400 to 1650

Increase Clerk to full-time; Add a F–T AssistantRevise & manage mailing list databaseConduct consistent communications

Texas A&M University-Kingsville

The FIRST CHOICEMARKETING PLAN 2002-2005

Goal 5: Increase AlumniIncrease AlumniMembershipMembership

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

Get them Upbeat

Philosophy & Strategy

Get their Referrals

Increase their Involvement

Increase their Giving

Target Strategically

Goal 5: Increase AlumniIncrease AlumniMembershipMembership

Texas A&M University-Kingsville

MARKETING PLAN 2002-2005

The FIRST CHOICE

Thanks to Rene Echavarri, of theA&M-Kingsville Office of Public Affairs,for the PowerPoint background.

Original graphics by Richard Christian.

Marketing Plan, PowerPoint Presentation, and Dancing Javelina by Jim Dalglish.