Weber StateUniversityHispanic

RecruitmentPromotion Plan

"We should acknowledge differences, we should greet differences, until difference makes no

difference anymore."Dr. Adela A. Allen - Educator

Houston…we have a problem!

Ogden, Utah25%

75%

Hispanic

Caucasian

Hispanic

Holy Frijoles!

Hispanics deserve a

good education!

+

Success Formula

=

Resultado económico

Market Segmentation

Who should we enroll at Weber State?

Hispanic WSU Students

Vladimir Canro• Major: Business• Ethnicity: Venezuelan• Memberships: WEA• Strength: Fundraising• Interests: Land

Development• Hobbies: Futbol

Hispanic High School Students

Hispanic Families in Weber County

• Approximately 25% of Ogden is Hispanic

• Strong family ties• First generation

college students

Hispanic Chamber of Commerce

Hispanic Businesses

• Networking• Internships• Strategic

Alliances

Demographics

Age:16 – 40

Years Old

-

High School Youth

Male & Female

Low Income Families

Financial aid candidates welcome!

Positioning

Affordable leader in University level education among first generation Hispanic

college students

Consumer Decision-Making Process

1. Recognize a Problem

Low Paying Jobs

Consumer Decision-Making Process

2. Search for Information

Consumer Decision-Making Process

3. Evaluate Alternatives

Consumer Decision-Making Process

4. Purchase Decision

Financial Aid?Degree Options?Family Friendly?Centrally Local?

Consumer Decision-Making Process

5. Evaluations

Competition?% of

Hispanic Freshman

SWOT

Strengths1. Low Overhead with Hispanic

website

2. Centrally located

3. Options, options, and more options

4. Hispanic Area Council

Weaknesses1. Participation (Students & Faculty)

2. Utilizing Hispanic WSU students

3. Stigmas

4. Spanish class options

Opportunities1. 25% Hispanic market in

Ogden

2. Rising ethnic activities

3. Impact the community & economy

4. Network

Threats

1.Competitor course options

2.Area universities

3.Lack of awareness in target market

1.Support staff

2. IT network

3.Faculty participation

4. “Poster People”

Internal Requirements

Outside Resources

1.Local government

2.School districts

Monetary Resources

1.Hire necessary staff

2.Promotions budget

Objectives

1.Increase WSU Hispanic student body

2.Capitalize on the Ogden Hispanic market

3.Create ethnic friendly image of WSU

Reachable Goals

1. Setup Hispanic Committee

Reachable Goals

2. Build Relationships

Reachable Goals

3. Create Hispanic Website

Reachable Goals

4. Promotional Campaigns

Reachable Goals

5. High School Reps

Marketing Strategy

1.Advertising

2.Personal Selling

3.Consumer Sales Promotion

Advertising

Catering to human

emotions

Personal Selling

• Volunteers

• Internships

• WSU involvement

Consumer Sales Promotion

• Radio

• Hispanic events

• Strategic alliances

Dollar Appropriation

Dollar Appropriation

*Overcompensating to ensure that all costs are considered in the price of the IMC mix.

$ 69,500.00Total$ 4,000.00Radio$ 500.00Newspaper Advertising$ 1,000.00Event Sponsorship$ 8,000.00Print Material$ 20,000.00Committee Secretary$ 36,000.00Hispanic Committee Director

Total Annual IMC Budget Required

Coordination & Integration

Coordination & Integration

Program Elements1.Committee Formation &

Website Development

2.Network with Area Businesses & Ad Campaigns

3.High School Reps & Hispanic Emphasis Week

Coordination & Integration

Schedule of Execution

Coordination & Integration

Measurement Effectiveness

Hispanic Emphasis Week

Hispanic Emphasis Week

That’s all folks!