marketing outreach initiative presentation
TRANSCRIPT
Greehey Scholars Program
Marketing Outreach Initiative2010-2011
Attract and retain the most qualified students, both locally and internationally, by offering professional and personal development, as well as a full scholarship to St. Mary’s University.
Purpose
In order to create a competitive marketing plan, we developed the following:
- Competitive Analysis of other scholarship programs
- Key Messaging - Project Management Documentation- Brand Identification/Proposition - Campaign Creation for 2010
Process
Conclusions from an assessment of 40 business schools and 16 scholars programs:
- Detailed and better organized information- Media and interactive pages- Emphasize typically on
opportunities/curriculum- Limited emphasis on scholarship, if any- No focus on strong values or service
Competitive Analysis
Learn. Serve. Lead.
Brand Identification
Be a Greehey!
Brand Identification
Key MessagingContent communicated by vehicles - Funded competitive program with
opportunities for achievement, as well as personal and professional growth
- Learn with your mind- Serve with your heart- Lead with your life
Key MessagingHow they are integrated- Different outlets that reach different
audiences- Consistent elements and overall message- All point toward the website for more
information Provides the opportunity to learn about the
program and interact with scholars
Campaign Creation for 2010Vehicles used- Website- Brochures- T-shirts- DVD- Ads- Additional publications
Vehicles: Website
Vehicles: Brochure
Vehicles: Brochure
Vehicles: T-shirt Front Back
Vehicles to be developedDVD- Personal, informative and helpful video
series for a select group of potential scholars
Additional Publications- Postcard- Tagline-focused brochures - GSP contributions to BGSB and StMU
publications
Project Management Documentation- Vehicle Matrices- Content Outline- Site Map- Website Matrix
Marketing TeamConsists of- 5 current Greehey Scholars
In charge of- Updating all social media (Facebook,
Twitter, etc.)- Managing and updating pictures and video
footage from scholar events on website- Coordinate contact between scholars and
prospective students
… among other tasks
Contact InformationIf you have any questions, please
contact us!
- Sara [email protected]
- Lorna [email protected]
Greehey Scholars Program
Marketing Outreach Initiative2010-2011
