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WELCOMEMarketing Plan Development
Agenda
WelcomeOverviewStrategic Focus• Mission Statement• SWOT Analysis/Prioritize• Goals/Prioritize
Marketing Strategies• Constituents• Strategies• MessagesP
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Overview
Purpose of Marketing
College LevelCampus Level
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Overview
Goal of Meeting: To guide the unit through the process of developing and implementing a marketing plan that complements the campus-level plan
Process
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Mission Statement
In three to five years, if there were no obstacles, what would success look like for the College/Unit?
What does success look like on campus? Off campus (peer institutions, funding agencies, alumni)?
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Goals
What goals would help you achieve this success?
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Strengths
What are your successes?
What makes them successes?
What factors (people, products, systems, etc.) contributed to the success?
What would your constituents say are your strengths?
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Weaknesses
What are your weaknesses?
What would your constituents say are your weaknesses?
What changes are you prepared to make to improve the situation?
What factors (people, products, systems, etc.) contributed to the weaknesses?
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Opportunities
What are some realistic opportunities that your unit is aware of?
Are there any changes or trends in the marketplace that might present an opportunity?
How can you take advantage of these opportunities?
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Threats
Whom do you use as a benchmark? Who is your competition?
What is your competition doing that works?
What are the similarities and differences between your unit and the competition?
Could any of your weaknesses seriously threaten your unit?
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Constituents
Who can make the top goals happen?
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Strategies
How do you currently reach these constituents?
What new strategies will work?
Are these strategies measurable?
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Messages
Why do these constituents choose your programs, services, and benefits?
What benefit do you provide or need to fulfill?
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Wrap-up/Evaluation
Please send any additional thoughts or ideas to the meeting to:
FacilitatorEmail address
Thank you!
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