the university of st. john fisher be part of something special
TRANSCRIPT
The University of St. John FisherBe 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• Respectable education • and valued degrees
Weaknesses:• Expensive• Lack of Parking• Lack of diversity
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
Market
• Gender• Interests- Learning about the now, not the
past• Religion• Income- A non-factor
Target Market
• High School Students• Parents• Those who want to be something special
Positioning
• Fisher is NOT Syracuse• Fisher is NOT West Virginia • Fisher is NOT Southern California• Fisher is Fisher
Competitor Evaluation
Primary:• Nazareth College• SUNY Brockport• Ithaca College
Secondary:• Rochester Institute of
Technology• University of
Rochester
Marketing Goals
Short Term• Enroll at least 50 new
students
Long Term• Enroll at least 1,000
new students
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
Budget (Cont..)
41%
7%27%
14%
7% 3% 1%
TV Trasportation Event Planning Online AdvertisingOutdoor Advertising News Paper Radop
Creative Strategy
• Focus on IMC program• Strive for Excellence• Develop personal skills and character• Location
Advertising Objectives
• Increase awareness in 25% of target market within one year
• Enhance perception of superiority within three years
Execution
Radio Scripts• Small Portion of Ads
• Donald Bain• Sparking Conversations
Execution
TV Commercials • Former Fisher Graduates
• Clips of more student activity• Not so much Donald Bain
Execution
Event Coordination• Hosting High School Sports• Young Media Panel’s
Billboards
Be Part of Something Special
University of St. John Fisher
Online Advertising• SEO• Facebook• Banner Ads
IntergratedMarketingCommunication USJF
Integrated Marketing Recommendations
• Predominant business figures
• Appearances in ads and events