the university of st. john fisher be part of something special
DESCRIPTION
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 - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/1.jpg)
The University of St. John FisherBe part of Something Special
![Page 2: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/2.jpg)
Marketing Situation
• Confusion• Catholic?• Where's the diversity?!• Beautiful Campus• Teachers are Local Professionals
![Page 3: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/3.jpg)
SWOT Analysis
Strengths:• Beautiful campus• Convenient college town• Strong athletic programs• Respectable education • and valued degrees
Weaknesses:• Expensive• Lack of Parking• Lack of diversity
![Page 4: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/4.jpg)
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
![Page 5: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/5.jpg)
Market
• Gender• Interests- Learning about the now, not the
past• Religion• Income- A non-factor
![Page 6: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/6.jpg)
Target Market
• High School Students• Parents• Those who want to be something special
![Page 7: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/7.jpg)
Positioning
• Fisher is NOT Syracuse• Fisher is NOT West Virginia • Fisher is NOT Southern California• Fisher is Fisher
![Page 8: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/8.jpg)
Competitor Evaluation
Primary:• Nazareth College• SUNY Brockport• Ithaca College
Secondary:• Rochester Institute of
Technology• University of
Rochester
![Page 9: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/9.jpg)
Marketing Goals
Short Term• Enroll at least 50 new
students
Long Term• Enroll at least 1,000
new students
![Page 10: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/10.jpg)
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
![Page 11: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/11.jpg)
Budget (Cont..)
41%
7%27%
14%
7% 3% 1%
TV Trasportation Event Planning Online AdvertisingOutdoor Advertising News Paper Radop
![Page 12: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/12.jpg)
Creative Strategy
• Focus on IMC program• Strive for Excellence• Develop personal skills and character• Location
![Page 13: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/13.jpg)
Advertising Objectives
• Increase awareness in 25% of target market within one year
• Enhance perception of superiority within three years
![Page 14: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/14.jpg)
Execution
Radio Scripts• Small Portion of Ads
• Donald Bain• Sparking Conversations
![Page 15: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/15.jpg)
Execution
TV Commercials • Former Fisher Graduates
• Clips of more student activity• Not so much Donald Bain
![Page 16: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/16.jpg)
Execution
Event Coordination• Hosting High School Sports• Young Media Panel’s
![Page 17: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/17.jpg)
Billboards
Be Part of Something Special
University of St. John Fisher
![Page 18: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/18.jpg)
Online Advertising• SEO• Facebook• Banner Ads
IntergratedMarketingCommunication USJF
![Page 19: The University of St. John Fisher Be part of Something Special](https://reader035.vdocuments.mx/reader035/viewer/2022070504/568168a6550346895ddf41f7/html5/thumbnails/19.jpg)
Integrated Marketing Recommendations
• Predominant business figures
• Appearances in ads and events