Transcript Document

Trustees’ Marketing Initiative
Update
Faculty Senate
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Marketing Initiative Summary
• Unique partnership:
– UMKC faculty, students, and staff;
– UMKC Trustees and Kansas City marketing experts
donating their services pro bono; and
– Stamats marketing professionals, nationally known
for their higher education marketing expertise and
providing services at reduced rate.
• Image Campaign as part of the overall communications
strategy
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Marketing Initiative Outcomes
• A standard setting Marketing Plan that complements the UMKC Enrollment
Management Plan and ensures the achievement of the enrollment goals.
• A Marketing Plan that promotes the image of the University so that
outstanding faculty and staff “show-up” and are inspired about the possibility
of working at UMKC.
• A Marketing Plan that enhances the image of UMKC in the community, the
state and the federal level so that partnerships and resources follow results.
• A Marketing Plan that is sustainable and reaches goals in the next 3-5 years.
• A Marketing Plan that complements the UMKC Capital Campaign, creates
profitable collaboration and enhances the promotion of the University – a
virtual enterprise zone.
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Timeline
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Oct 2003 – UMKC Trustees develop Marketing Initiative
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April 2004 – Quantitative Research: surveys to current students,
prospective students, faculty and staff, alumni, and community members
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June 2004 – Qualitative Research: Focus Groups at Bernstein Rein
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Sept 2004 – Draft Marketing Plan authored by Stamats
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Oct 2004 – Marketing Implementation Team created; Campus-wide
Dialogue Sessions conducted
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Nov 2004 – Draft Media Plan authored by Bernstein Rein
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Dec 2004 – Marketing Plan finalized
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Marketing Implementation Team
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John Allen (Public Relations)
Karen Boyd (Center for the City)
Jan Brandow (Financial Aid)
Craig Compagnone (Creative Services)
Curt Crespino (Advancement)
Matt Davis (Law)
Jennifer DeHaemers (Admissions)
Mary Euler (Pharmacy)
Andy Goodenow (Web)
Judy Haase (Medicine)
Judy Jellison (Nursing)
Michael Johnson (Creative Services)
Colleen Kelly (Graduate Studies)
Mary Larson Diaz (Advancement)
Jessica Lister (Bloch)
Bill Marse (Dentistry)
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LuAnn Maxwell (Roo Prints)
Laurie McCormack (Advancement)
Judy McCormick (Arts & Sciences)
Terry Mohajir (Athletics)
Lori Reesor (Education)
Michelle Rice (Creative Services)
Dennis Rosa (Multimedia)
Nate Shatto (Chancellor’s Office)
Jennifer Spielvogel (Institutional Research)
Candice Stice (Career Services)
Doug Swink (Computing & Engineering)
Al Urban (Conservatory)
Zauyah Waite (Student Life Office)
Terry Ward (Advancement)
Jane Wood (Women’s Center)
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Survey Process
1. Stamats surveyed prospective UMKC students
2. Professor Gene Brown’s graduate marketing class
surveyed current students
3. Stamats surveyed alumni, faculty and staff, and
community members
4. Bernstein Rein conducted focus groups with prospective
students, current undergraduates, current graduates, and
faculty and staff
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Quantitative Highlights Across all Populations Surveyed:
UMKC Strengths
• Personal attention from faculty and staff
• Convenience
• Great Academic Programs
• Great urban location
• Wide Range of Academic Programs
• Successful graduates
• Good value for cost
• Diversity
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Quantitative Highlights Across all Populations Surveyed:
UMKC Challenges
• Lack of Campus life / traditional college experience
• High Cost to Attend
• Only Recognized Regionally
• Close to home
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Quantitative Highlights Across all Populations Surveyed:
Further Findings
• UM-Columbia seems to be our primary competitor in
Missouri; across the state line we compete with the
University of Kansas
• Prospective students tend to rank UMKC higher than
our faculty and staff
• Of community members with no vested interest in
UMKC, 38% would recommend UMKC first to a family
member or friend; compared to 71% of UMKC’s
community constituents.
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Qualitative Highlights: Focus Groups
• Four Groups (Prospective Students, Current Undergrads, Current
Grads, and Faculty/Staff)
• Hosted by Bernstein Rein
• Overall positive feelings about UMKC
• Importance of authenticity in the image campaign
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Stamats and Bernstein Rein:
Initial Analysis of the Research
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Launch a robust marketing campaign for internal and
external audiences that will inform and increase
appreciation of quality and communicate our primary
strengths:
• Range and depth of academic offerings
• Institution-wide focus on students as individuals
• Location in KC
• Tradition of producing successful alumni
• Diversity
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Target Audiences
PARENTS
FACULTY,
STAFF,
ALUMNI
MEDIA TARGET
Age 25-54
Teenage House Hold
HHI $75k+
Active within the Community
INFLUENCERS
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Baseline Media Plan
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Cable TV Spots
Magazine ads
Newspaper ads
Kansas City Business Journal
Outdoor
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Next Steps
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Nov 2004 – Communicate your feedback to Implementation Team
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Dec 2004 – Marketing Plan finalized; Capital Campaign advertised
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Jan 2005 – Graphic Standards Manual created to reflect image
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Feb 2005 – Marketing Plan Roll-Out to campus
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March 2005 – Advertising campaign hits Media
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