CONFIDENTIAL

Purpose

Set a roadmap to follow next

year that becomes a springboard

for the future

Analyze and interpret landscape

Action plan for marketing

Branding

Relationship Marketing

Enrollment Management

Retention/Journey

Evolution of Public Relations

Measurement, Timing, Budget

Situation Analysis

Economic, Social, Political,

Technology

Higher Ed Industry

Competition

About University of the Sciences

―Customers‖ we serve

Eeeekonomy

Housing crisis

Politicians bi-partisan to fix it – HUH?

Technology barrage gives new marketing

reach opportunities but adds to clutter

All in a global world

Eeeekonomy

Budget shortfalls in Pennsylvania state ($1.7b) and

city of Philadelphia

Mergers and moves in pharma

Job losses

But healthcare insulated, still growing rapidly

Hunkering down: Higher Ed

Enrollment is anti-cyclical in a recession…

Applications at most four-year state colleges in NJ,

PA and the nation are up

Applications increased at 12 of 14 PA state system

universities

Drexel received 30,000 apps – 36% increase

(Source: Philadelphia Inquirer, March 15, 2009)

USP relies on

enrollment for

88% of revenue

Hunkering down: Higher Ed

……financing is not

Institution endowments

hemorrhaging

Private college loans harder to get

Public funding squeezed by falling

tax revenues and increased welfare

spending

Raising tuition and fees raises

hackles

Falling home values reduce second

mortgages

529 accounts shrinking

Hunkering down: Higher Ed

―A $100 increase in tuition correlates to enrollment drops of 0.5% to 1.0%.‖ (Heller study, 1997)

―75% of 2.7 million full-time, first-time, degree-seeking undergrads received financial aid.‖ (Condition of Education 2008, nces.ed.gov)

Applications at area private schools with big price tags are flat or declining

Enrollment and costs intrinsically linked

Competitive View

Location…Location…Location

More than 3,000 colleges and universities in

Pennsylvania; over 80 in Philly area alone

Competitive View

Competition burgeoning…

Surge in community colleges‘

enrollment

From 1960 till 2004 and now

recession-driven

In last decade, community college up

24% vs. public 4-year up 19% vs.

private 4-year up 15%

For-profit institutions with on-line

degrees outpacing all others for last

5 years

Competitive View

(1992-2022, Western Interstate Commission for Higher Education, March 2008)

…as core constricts Over 45% of USP students from PA

Over 47% of USP students from Mid-Atlantic

Percent Change Between 2004-05 and 2014-15 in Total High School Graduates,

by State

Small, private University in West Philly

Rigorous programs for smart and smarter with

science and health profession bent

Prestige pricing

5 colleges

Area of Major

60%23%

15%2%

Pharmacy

Arts & Sciences

Health Sciences

Mayes College

Total Enrolled

Three Year Average

550

About University of the Sciences

About University of the Sciences

Niche but we do it all in the niche

Networks that work for graduates

University of the Sciences in Philadelphia – a brand

name that never stuck

About University of the Sciences

Vision: Be distinguished worldwide as the

eminent institution in pharmacy, science

and health education

Strategy -- Integrated Marketing: Create

a culture of brand awareness and

integrated marketing throughout the

University. Through marketing progress

and accomplishments, enhance the Brand

and image of the University locally,

regionally, nationally and worldwide

ASA

Kristie Kang is on Facebook

Meet: Kristi Soo-Min Kang

PharmD major: Philadelphia College of Pharmacy

Legacy family: pharmacist father; dry-cleaner owner mother

Asian American female (third generation)

BMW

Meet: Matthew William Harris

Pharma Marketing and Management major: Mayes College

(transferred within USP from Physical Therapy)

Insurance actuary father; elementary school teacher mother

Primary influencer -- guidance counselor & friends

Meet: Anuja Shah

Pre-med, Biology major: Misher Arts & Sciences College

Indian-American, Hindu female (first generation)

Primary influencers -- family friends with ties to USP

Meet: Graduate Students

Average age -- 35 years old

Seek program flexibility

Tend to pursue degree to advance careers

Who we are missing

Demographics

Hispanic/Latino

Black/African American

Transfers

Non-traditional students

GIs

New Bill (8/09): Tuition/fee scaled to most

expensive public college in state of

residence

Yellow Ribbon program: Institutions pay up

to 50% of GIs‘ costs not covered by the bill

with matching funds from Veterans Affairs.

(American Association of State colleges and Universities, 2009)

Who we are missing

Psychographics

Preference for business or humanities

or other first, science second

Trepidation of urban settings

More online delivery and program

flexibility

Cash strapped now; caring less about

earnings future

Outside geography

Simply unaware

Situation Analysis: Summary

We are living in interesting times

Great to be niche and networked

Not great to be geo bound and tuition tied

Challenged with the Brand

Resource limited

Unknown future

Marketing: Vision – Mission

Vision: Be a true pacesetter in

creating and delivering a new

generation of higher

education marketing

Mission: Use and foster our

unique talents in strategic

planning, creativity, process

and analytics to set the Brand

above competitive clutter and

to achieve institution‘s goals

Action Plan

Success = Brand + Relationship + Measurable MarComm

Targeted, Integrated Cross-Channel, Measurable

Action Plan

How we attack it

Continuation -- Following

Twists on Strategy of the Tactics -- Partnering

New Generation of Marketing – Leading

“Brand is how you sort out the cesspool.”

(Eric Schmidt, chief

executive, Google, as

quotes in Advertising Age,

October 8, 2008)

Brand -- Research

University of the Sciences in

Philadelphia name is clunky and

long. ―USP‖ is unmemorable,

stands for nothing and didn‘t

stick after 10+ years of trying.

Drop ― in Philadelphia‖ to cut

syllables and avoid geographical

limitations. (Singer brand study, qualitative -- 7/08)

BRAND BENCHMARK STUDY. (Moore brand awareness study, quantitative & qualitative – 5/09)

Brand -- Bedrock foundation

Objective: Define, establish and grow brand

awareness and perception to halo the University,

supporting and advancing all other efforts

Strategy: Create and position a holistic experience

and consistent messaging approach to distinguish

programs, establish college personas/promises and

clearly position the Brand

Continuation

Following & Executing

Updating and refreshing existing materials

and messages

Media

Radio

Signage

Print ads

Website updates

PR: Bulletin, Newsletter

Sponsorships, Event Support

Twists

YOUniversity Vidcast

Partnering and strategy of the tactics

Factsheet brochures with unique urls

Social networking – Twitter & Blogs

Vidcasts

A picture is worth a thousand words and a video

is worth even more!

http://www.youniversitytv.com/university_science_philadelphia.html

New Generation

Re-position the Brand

Not about a name change

Not about a tagline

Brand is everything

Positioning is defining,

differentiating, crystallizing and

obvious-simple

Re-find PCP

“There is a yawning chasm between you

Generalists and we Directs. Your gods are not

our gods. You cultivate the mystique of

„creativity.‟ Some of you are pretentious

poseurs. We humble people who work in direct

do not regard advertising as an art form. Our

clients don't give a damn whether we win

awards. They pay us to sell their products. „We

sell--or else.‟"

(Advertising Manager‘s Handbook, Quote of David

Ogilvy, Robert Bly, 1998)

Bridging from the Brand

Brand Marketing Relationship Marketing Attitude (Perception) vs. Action (Behavior) Establish the Brand vs. Support the Brand Singular Promise vs. Segmented Promises Emotional Response vs. Direct Response Impart Information vs. Offer Information Simultaneous Message vs. Sequential Messages “Future” vs. “Now” About “Us” vs. About “You” “What do I say” vs. “What do I do?” Research Dependent vs. Testing Dependent

Enrollment Management

Objective: Increase enrollment in

the University, in general, and in

priority programs, specifically;

maximizing penetration in core

markets and expanding beyond

current strongholds

Strategy: Leverage critical decision-

making windows by giving

consumers info they need, a

moment before they even know

they need it

Be relevant, authentic, useful,

compelling

Continuation

Following & Executing

Direction from: Admissions,

Graduate Recruiting & Enrollment,

Events

Media

College fair displays

Direct mail

e-Mail

Collateral

Radio with offers

Twists

Partnering and strategy of

the tactics

Display/banner ad

campaign

SEARCH campaign

Relevant messaging to

subsegments

Legacy Connection

Community College

Awareness Campaign

New List Selects

U-Sciences Prep finds

‗em younger

New Generation

―Resemblers‖ identified with predictive modeling Geographical pockets

Ethnic groups

Parental Occupations

Grad behavior—attitude--demographics

Programmatic focus from cost/capacity data Tracking cost per channel to optimize

Younger than high school juniors Support revamp in college fair participation

Expanded U-Sciences Prep and High School Outreach (guidance counselors/influencers)

Delaware Valley Science Fair follow up

“The problem when solved will be simple.

The obvious is nearly always simple -- so

simple that sometimes a whole generation of

men and women have looked at it without

even seeing it.”

(Obvious Adams, page 27, Robert Updegraff)

Retention/Journey

Objective: Grow

students into lifelong,

active advocates

Strategy: Work with

internal partners to craft

and foster the ultimate

USP journey -- initial

consideration though

campus life and to the

pen-stroke into estate

planning

Continuation

Following & Executing

Direction from: Student Life, Alumni

Relations, Institutional Development

Media

Events

Direct mail

e-Mail

Collateral

Twists

Opening the digital toolbox

First integrated fundraising email

First e-holiday greeting

Migrating student housing

application online

New Generation

Marketing mirror database

Journey/touchpoints map for dialoguing at

moments of truth

Digital and traditional

Manage against lifetime value analysis

80/20 rule for conversion to handraiser generation

Social Networking

Digital alumni destination

Facebook fan page with reasons to visit

Operationalize word of mouth -- grads

"What is greatness? I will

answer: it is the capacity to

live by the three fundamental

values of John Galt: reason,

purpose, self esteem."

Quote by Ayn Rand,

Author of Atlas Shrugged,

March 1964

Public Relations/Media Relations

Team set up with responsibilities for:

Brand credibility and media buzz;

communications to influence audiences

Push of positive news and pull back of (potentially)

negative issues and even crises

Opportunity to be dynamic part of goal-

oriented, integrated ―Marketing PR‖ efforts

Public Relations/Media Relations

Objective: Propel the Brand

forward and advance

enrollment goals by effectively

telling the University‘s story

Strategy: Take advantage of

new and existing media

opportunities using new and

traditional PR and media

tactics to reach different

audiences

Continuation & Twists

Traditional PR

News releases, broadcast coverage,

event support, health tips

Publications

USP Bulletin, Newsletters

New PR

Twitter

Expert and Student blogs

New Generation

Tool for geographical expansion

End game is enrollment

Measuring results

Integrating efforts

“In God we trust...all others, bring data."

(W. Edwards Deming)

Measurement

Key Performance Indicators

Brand: awareness and perception

Integration: ROI on traditional and e-channels to new

and existing markets

Program: impact on consideration, inquiry, action and

conversion to match enrollment goals

Organization effectiveness: partner satisfaction

Ongoing – metrics by program

Weekly – web analytics

Quarterly – marketing dashboard

Annually – budget and strategy review

Budget

2009-10 Budget

38%

35%

14%

8%

2%

1%

1%1%

Marketing Communications

Advertising/Media--traditional

Advertising/Media--digital

Public Relations/Corporate

Relations

Event Support & Sponsorships

Web Development

Administration & Supplies

Travel & Entertainment

Reconciled Budget 2008-09

41%

39%

8%

8%

2%

1%

1%

0% Marketing Communications

Advertising/Media--traditional

Advertising/Media--digital

Public Relations/Corporate

Relations

Event Support & Sponsorships

Web Development

Administration & Supplies

Travel & Entertainment

• Shift from traditional media

and collateral to digital and

experiential

Questions?

"If you wish in this world to advance your

merits you're bound to enhance; you must

stir it and stump it, and blow your own

trumpet, or, trust me, you haven't a

chance."

Quote from William S. Gilbert (1836 - 1911)