bradley may evan wong kimberly rule daniel bohannon cecilia canazza
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Bradley May Evan Wong Kimberly Rule Daniel Bohannon Cecilia Canazza. Introduction. Mission Statement : - PowerPoint PPT PresentationTRANSCRIPT
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Bradley MayEvan Wong
Kimberly RuleDaniel
BohannonCecilia Canazza
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Introduction
Background :Founded in 1897Majors Offered
85 undergraduate majors75 Master’s programs14 joint doctoral degree programs2 independent doctoral degree
programs
RankingsTop ranking research
UniversityLargest University in San
Diego, fifth largest in California
No. 20 in the nation for Diversity
Ranked among the nations best national universities
Mission Statement :“To provide well-balanced, high quality education for undergraduate
and graduate students and to contribute to knowledge and the solution of problems through excellence and distinction in teaching, research, and service. The University shall impart an appreciation and broad understanding of human experience throughout the world and the ages.”
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Introduction
Previous Research :Spring 2009 IMC Group (perceptions and donations)
Online Surveys228 alumni248 donors
Follow-up In-Depth Interviews12 Alumni
Primary PurposePerceptions and donationsFailed to test current students
Secondary ResearchSDSU’s website
Rankings and DistinctionsMarketing and Communications
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Situation Analysis
Internal Analysis :Current Tag Line
“Minds that move the world”13.7% of alumni were aware of SDSU’s slogan
StrengthsValue of education Involvement OpportunitiesPrepares students for life after graduationCommunity presence and leadershipStrong International PresenceDiversityTop ranking research
WeaknessesParty school imageLack of clear and consistent
messagesSeen as “average”Athletics
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Situation Analysis
External Analysis :Opportunities
Develop strong and consistent message Improve communication with alumni
Direct CompetitorsUniversity of California San Diego (UCSD)
Overall academic qualityFacultyCaliber of students
University of San Diego (USD)Campus appearancePrestigious Law ProgramPride and tradition
ThreatsCSU budget cutsCompetitors’ large marketing
budgets
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Purpose
Purpose : “The purpose of this Integrated Marketing Communications planis to develop and test a positioning statement and tagline that will resonate withSDSU’s target audience and enhance the impact and consistency of marketing andcommunication efforts.”
Positioning Statement
Tag Line
Consistency of marketing and communication efforts
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Target Market
Determining Our Target Market :
For repositioning efforts: focus on all key stakeholders
Research and Communication Objectives: focus on alumni
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Communication Model
Where SDSU Stands Now…
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Communication Model
Our Communication Objectives… Implement (September 2010)Achieve (September 2011)
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Research
Objective : “The overarching goal of this primary research is to discover thestrongest positioning factors and tagline that will resonate best with alumniand be most effective in repositioning the University.”
Research Methods :13 in-depth student interviews
Discussion guide (12 questions)232 online alumni surveys
Likert scale and open ended questionsOut of 5,500 randomly selected alumni (4% response rate)
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Research
Student Key Findings :Student Interviews
Positioning and perceptionsParty SchoolPromote strengths betterFeeling of connectedness
Tag LinesSDSU. “Minds that move the world.”SDSU. “Advancing You.”SDSU. “Moving You Forward.”SDSU. “Global Interests. Local Focus.” SDSU. “Building Strong Individuals.”
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Research
Alumni Key Findings :Alumni Surveys
Positioning:
Positioning Factor:Disagree
or Strongly Disagree
Neutral
Agree or
Strongly
Agree
1 High value of education for cost 3% 12% 85%
2 Involvement opportunities 4% 22% 74%
3 Prepares students well for futures after graduation 12% 25% 63%
4 Strong community presence 12% 27% 61%
5 Builds balanced & well-rounded individuals 13% 31% 56%
6 Leader in international experiences 12% 47% 42%
7 Students are the priority 18% 42% 40%
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Research
Alumni Key Findings :Alumni Surveys
Tag Lines:
Keywords: excellence, active, balanced, diverse, fun, community, large
practical, affordable, value, social, challenging, progressive,
opportunity, dynamic, underrated,
Tagline:Dislike or Strongly Dislike
NeutralLike or Strongly
Like
1“Minds That Move
The World” 13% 21% 66%
2“The Bridge to Your
Future” 21% 31% 48%
3“Moving You
Forward” 34% 30% 36%
4 “Advancing You” 43% 23% 34%
5“Your Bridge to a Balanced Future” 40% 39% 21%
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Positioning Platform
Core Competencies :High value for cost of educationMany involvement opportunitiesBuilds balanced, well-rounded individualsPrepares students well entering the workforceCommunity presence
Positioning Statement : "San Diego State University is a progressive and dynamic University that offers a high value of education by providing excellent academic programs, a strong community presence and numerous opportunities for involvement in its mission to prepare well-rounded individuals to make a positive impact on the world.”
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Message Strategy
Objectives :Promote key strengths Increase positive perceptionFeeling of connectedness
Donations
“Minds the move the world” Campaign :Monthly spotlightsRelationship Marketing
Yearly surveysTagline as a part of the school logo…
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Message Strategy
Tagline Execution :Permanent part of SDSU logo Included with all University communicationsBrand equity
Included in each individual college
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Media Strategy
Internet ($5,000):Website ($5,000)
Current website perceived as difficult to navigate, infrequentlyupdated, and cluttered
Restructure websiteUser-friendly Images of campus lifeStudent and alumni spotlights
Online Publications Inform visitors of University publications currently in
use by placing link on SDSU home pageSDSU NewsCenterSDSUniverseSDSU BlogStateLine
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Media Strategy
Internet Cont. :Social Media
SDSU BlogPlace link on SDSU home page
TwitterCurrently 2,400 followersLive feed on SDSU home pagePost alumni, student, and professor spotlights
FacebookGroup where alumni can network and communicate
Direct Email Marketing85% of alumni prefer to receive news about SDSU through EmailNewsletters to alumni
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Media Strategy
Promotions ($45,700) :Events ($10,700)
“Minds that move the world” seminarsAlumni seminars to update their knowledge of relevant topics
Aztec Pride Open HouseOctober and March
Donor appreciation GalaBlack-tie event for donors contributing over $5,000
Sales ($35,000)Bookstore sales promotions with items that have tagline with the logo
Tee-shirtsSchedule PlannersBackpacksPens
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Media Strategy
Outdoor ($55,400):Billboards ($52,200)
14x48 dimensionsEntry costMajor freeways around San Diego
Relocation (every 1-2 weeks)…
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Media Strategy
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Media Strategy
Outdoor Cont. :On-campus banners ($3,200)
24 light pole banners (18”x48”)10 large campus banners (3’x8’)
Digital Freeway signCapable of displaying text and imagesSponsorships to gain revenue
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Media Strategy
Broadcast ($97,000) :Radio
Stations:105.3 FM (Rock)101.5 FM (Classic Rock)1360 AM (Sports)99.3 FM (Hop-Hop / Pop)
Lower CostsPartnerships / TradeParma Payne Goodall Alumni Center
TVCosts are too high to be implemented within the budget
Highly dependent on minimizing costs for all elements of marketing mix
95.7 FM (Country)94.1 FM (Variety)600 AM (News)89.5 FM (KPBS News)KCR Radio
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Media Strategy
Print ($46,000) :San Diego Union Tribune / SignOnSanDiego.com
Reach over 42% of San DiegoGeneral branding efforts
San Diego MagazineOver 40,000 affluent and loyal subscribersAudience sees them as informative, credible and trustworthyGeneral branding
360 MagazineSDSU’s official magazineHigh engagement with alumniHighlight student, professor, alumni spotlights
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Media Strategy
Public Relations : Increase the amount of positive press releases
Student, alumni, and professor spotlightsUpcoming university eventsCommunity involvement programsCompetitions or programs students and professors are participating
inNational recognitions or awardsAccomplishments of faculty research
Invite media to all campus eventsFirst-hand look at SDSU Increase relationship between SDSU and Community
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Media Strategy
Corporate Partnership :SDSU has a strong community presence
Leverage this strength to enter into a partnershipShare media time with corporate partnerSignificantly larger budget
Partner must have image in the community consistent with University message strategy
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Media Schedule
Media Scheduling :Flighting Schedule Yellow = light
Red = heavy
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Budget
Budget :Total of $250,000
46000; 18%
55400; 22%
35000; 14%
97000; 39%
5000; 2%10700; 4%
Print Media
Outdoor Media
Sales Promotion
Broadcast Media
Internet
Promotional Events
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Measuring Effectiveness
Communication Objectives (Test in May 2011):Annual Post-Test Surveys (Alumni)
What percentage of alumni are aware of SDSU’s tagline, “Minds that move the world?”
What percentage of alumni have an overall “positive” or“somewhat positive” overall perception of SDSU?
What percentage of alumni perceive SDSU to rank #2 infront of USD and behind UCSD in overall image?
What percentage of alumni feel “connected” to SDSU?
What percentage of alumni plan on donating to SDSU?
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Measuring Effectiveness
Broadcast / Outdoor/ Print :Post-test survey
Recall questionsEx. Check all forms of media you recall an advertisement for
SDSU.
Internet :Google Analytics
Analyze website trafficUser-views, click-through rate, etc.
Promotional Events :Post-test survey with alumni
Ex. Have you been to an event at the Parma Payne Goodall Alumni Center
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Conclusion
Identified core competencies as they are perceived by alumni
Developed a positioning statement that will resonate with key audiences
Current tagline “Minds that move the world” can represent the University and resonate with alumni through proper implementation
Full commitment from University for strategies to be successful
If strategies are executed properly SDSU will improve its perception as a Premier University in San Diego.
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QUESTIONS