2012-2013Strategic Marketing Plan

Courtesy of SEAL Team Six

● Increase awareness of Texas parents with parents of prospective students

● Maximize the number of freshman parent members

● Enhance and grow member benefits● Develop clear and effective messages for

member and campus audiences

Overall: Provide information, guidance andresources to all UT parents

2012-2013 Goals

Who?● Freshman Parents

Why?● 44% of responses were freshman parents● 4-year memberships account for 64% of total

memberships● Newsletter is very popular: 1.74 on the Likert scale● Freshman parents rated newsletters the highest out

of Sophomore, Junior, Senior Parents● Hotels + Discounts also popular (only available via

4-year membership)

Target4-year MembershipsFreshman Seniors

Recommendations from Survey Data● Online registration● Provide improved categorization of benefits

(dining/travel/entertainment/finance&insurance)● Customizable workshops

■ One or two leaders will be assigned to each workshop to help create post-orientation correspondence

■ Workshop info and leaders’ contact info should be accessible online

● Comparison table of the 1-year/4-year membership benefits to emphasize the better value of the 4-year membership

● Setup Facebook/Twitter accounts to replace eForum

● Integrate Website with Facebook through Facebook Apps

● Leverage Facebook Events

Recommendations from Secondary Research

One-year Plan● Online

○ UTPA Website○ Newsletter

● Social media○ Facebook○ Twitter

● Event○ iPad signups at Mooov-in, Family Orientation,

Family Weekend with Square for mobile payments

Creative / Media Plan

Three-year Plan● Online

○ Expand UTPA Website○ Banner Ads

● Social media○ LinkedIn○ YouTube

● Event○ Local events around the country

Creative / Media Plan

Add profile photos of new FB ‘Likes’ to each newsletter to share community growth and to encourage lateral communication within the UTPA community

Square AccountAccept instant mobile membership registrations and payments.

Facebook

Twitter

Allocate marketing budget toward efforts resulting in an increase in 4-year memberships

Budget

Paid InternsTech Development

$20,000

45% 55%

Recommended Budget

● Setup● Design & Development● Hosting for one year

Estimate: $9,000Source: Average price from multiple price estimators

Website

20 hours per week at $10/hr for 50/wks

$1,000 for misc. expenses

Estimate: $11,000 for 12 months

Intern(s)