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



Three-Year Goals & Objectives

Goal 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



Three-Year Goals & ObjectivesGoal 1: Increase EnrollmentIncrease Enrollment


Goal 3: Institutionalize MarketingInstitutionalize Marketing

Goal 4: Review & Improve ResearchReview & Improve Research

Goal 5: Increase Alumni MembershipIncrease Alumni Membership



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



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


Overcome Name Change


Establish Clear Identity

Develop a Brand & Market Position

Get Employee Buy-in

Consistent Graphic Standards



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


Focus on Key Strengths

Target most likely Audiences

Coordinate Efforts

Administer Tactically

Goal 3: Institutionalize Institutionalize MarketingMarketing

Evaluate & Revise



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


Update Frequently

Set Priorities Accordingly

Fine Tune Targets

Fund Appropriately

Goal 4: Review & ImproveReview & ImproveResearchResearch



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




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


Get their Referrals

Increase their Involvement

Increase their Giving

Target Strategically



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.

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

Documents

marketing slide

enrollment slide

research slide

increase enrollment

enrollment increase

marketing goal

image slide

valley slide