Integrated Marketing Communications Plan

mBA 6800 – Saint Catherine University

Gina MicekEmpress Consulting | Saint Paul, MN

MBA

Saint Catherine University MBA

Integrated Marketing Communication Plan

1 CLIENT OVERVIEWThe Saint Catherine University MBA is a new player in the MBA marketplace having been

established in February 2014. Documents on the university’s internal website describe the school as such:

Founded in 1905, St. Catherine University offers the broadest range of academic programs and degrees among Minnesota’s private colleges and universities. Our integration of the liberal arts and professional education — and our emphasis on preparing people to be ethical leaders — ensures that students develop the intellectual flexibility and practical ingenuity critical to success in any field.

A dynamic university for women and men with an innovative college for women at its heart, St. Catherine educates all students to lead and influence — to make a difference in their communities, their families, their homes and houses of worship, their workplaces and our world. On June 1, 2009, the College officially changed its name to St. Catherine University to more accurately reflect its comprehensive educational offerings. The University is still home to the largest college for women in the country, and is the third largest private college in Minnesota.

At St. Catherine University, we are committed to the education of women and the values this commitment implies: collaboration, respect for diverse voices and perspectives, and challenging conventional norms while adhering to the highest academic standards.

St. Kate’s commitment to both academic excellence and access has led to one of the most diverse student populations of any private institution in Minnesota. Nearly one-fourth of the undergraduate student body at St. Kate’s is women of color. Many of these students are from families who have been in this country for generations; others are recent immigrants or refugees. Over 23% of undergraduates identify themselves as multicultural; 34% are first generation college students, and 22% have children. In addition, the University is the most economically diverse college or university in the Midwest, with one in three students receiving federal need based grants. Nearly 97% of first year students receive financial aid. The University makes deliberate efforts to recruit students who have been historically underserved in higher education while retaining its long-standing reputation for academic excellence.

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As of this writing the program has three cohorts totally about 60 students and seeks to grow each of its three academic concentrations – Healthcare, Integrated Marketing Communications and Management in the years to come as well as develop an international component for the Capstone.

Michelle Weiser became the MBA Director in the summer of 2014, shortly after the first set of students had embarked on their MBA programs. She is known to be a charismatic leader well-rooted in career and business-development/marketing. Students have been known to say that they chose St. Kate’s MBA after meeting with Michelle and having the opportunity to experience her enthusiasm for the program. She is a major asset in the marketing of the MBA. Nevertheless it is important that the MBA program continue to develop other avenues to reach students as the over-reliance on one individual is problematic to a sustainable marketing plan.

While the school has logos, marketing materials and outreach for its general population and some collateral materials for the MBA, the MBA program takes a backseat. The website presence is only found by digging through the main website; Facebook, Twitter and other social media are underutilized to drive students to the informational sessions and the communication strategy is inconsistent. Bus advertising that was prevalent shortly before the program began, is gone or reduced. Outreach to target segmentation is non-existent and finding detailed information about the programs/offerings is difficult or impossible. No alignment with area business communities is obvious at this time.

Funding and budget for a robust Integrated Marketing Plan is dependent on the academic system, would require a strategy to seek funding and as a new program has no alumni development. In addition, the MBA lacks sponsorship or involvement of area business.

Nevertheless, the potential exists to establish a plan and execute as the program continues potentially driving new business, developing community support and building the alumni network. Many other well-established MBA programs have such programs which can be used as models and the unique qualities of the Saint Catherine University MBA can be better communicated.

The client seeks to establish a clear program which is easily implemented and grow the program over time, using the communication strategy to seek support from the university and other community partners. The main focus of the strategy in the initial stages will be to drive potential students and supporters to the informational events.

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2 AUDIENCE SEGMENTATIONThe three concentrations available in the Saint Kate’s MBA – Healthcare, Integrated Marketing

Communications and Management -- offer opportunities to tailor marketing communication strategy to unique subsets of the marketplace. The key strategy of the plan is to drive traffic to informational sessions and other interaction opportunities and build brand identity and awareness.

It is clear from analysis that the cost effectiveness of the MBA program is a major selling point. Full-time MBAs like Wharton and Stanford list price tags per year nearing $100K. In today’s debt and price conscious environment, this kind of outlay may not be possible for the majority of students. In addition, programs such as those, while stellar, require a multi-year commitment without the ability to sustain a job. Stanford does have an Executive MBA but the need to travel to the San Francisco Bay Area may be a barrier. Other online programs such as Phoenix University or Capella may have high tuition, not offer the services of a major university and may not be taken seriously in the marketplace. They also are limited to online courses and do not offer the hybrid of meeting cohorts in person, establishing rapport and networking for the future.

Local programs are available in high numbers which makes creating differentiation in the market essential – MBA programs such as UM’s Carlson School, St. Thomas, Hamline, Metro State and St Scholastica may be competitors, however it is important to note the unique components of the St. Kate’s program including the Integrated Marketing Communication concentration. St.Kate’s also has a long history of social justice and responsibility and emphasizes triple-bottom line approaches in teaching.

Several personas have been developed by recent students in Michelle Weiser’s 6400 Marketing Management course to reach areas of market segmentation.

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Nancy52 years old | High Level Manager

Lifelong learner | Management Track

Nancy’s priorities:

Stay sharp and learn something new every day Meet new people and share her expertise Be innovative and keep her team and company relevant

How should we market to Nancy?

Nancy is a recent empty-nester, a lifelong learner, and always ready for a new challenge. She’s worked her way up in her company by showing loyalty and working hard. We need to show Nancy that an MBA is an investment in yourself; no matter how many years you have left in the workforce. Nancy will want to know that’s only a two year commitment – that’s not so bad, right?

Nancy wants to understand how we’re keeping up to date in the business world and that we can in fact teach her something new. Let’s give her the option to sit down with some of the faculty before she applies. That face-to-face chat is going to do wonders.

We can also get some great PR and interviews in the local papers; Nancy is going to read the article in the business section of the Star Tribune and we’ll gain some credibility. We need other business professionals to tell our story and understand how what we’re doing at St. Kate’s is a bit different – in the best possible way.

Sara’s priorities:

Accelerating her career and getting that next promotion tomorrow Being on the cutting-edge of the marketing industry Meeting executives and other professionals in the industry

How should we market to Sara?

Sara wants to know what she can get from us – how are we going to help her get that promotion? How are we going to help her meet the VP of Marketing from that up–and-coming company? Sara wants to climb that corporate ladder. So, let’s tell her about our networking. Our guest speakers. Our awesome adjunct faculty. She’s going to meet the right people. We’ll grab her at that next marketing professional networking event. Let’s send some St. Kate’s MBA staff and get in front of her face-to-face.

We won’t be able to hit all the networking scenes – let’s get her on LinkedIn. And Twitter. And those business and marketing magazines in the Twin Cities. She’s reading to stay up-to-date on the marketing industry, let’s tell her how St. Kate’s MBA has the only integrated marketing communications concentration in the state of Minnesota. She’ll get a kick out of that.

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Sara26 years old | Marketing professional

Leadership aspirations | IMC Track

Sara wants to hear those success stories. Let’s have her sit down with current students and let them tell her how many connections they’ve made.

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Marks’s priorities:

Career change – now! Getting a well-rounded view of the business world Becoming his own boss…eventually

How should we market to Mark?

Mark is really busy. He’s got his demanding job and his children who are in every after-school activity known to man. Let’s highlight our hybrid model – in-person classes and online learning. He wants to know that we maximize the face-to-face meetings; he’s going to get a lot out of coming to class. But all that “other stuff?” He’s can work it into his busy schedule just fine.

Mark wants to learn about every facet of the business world – we need to tell him that he will. We’ve got classes on accounting, leadership, stats, management, economics, and process innovation, just to name a few. And with our small class sizes, he’s going to have access to all those great professors. He can pick their brain and learn even more.

We’ll get to Mark through his company; let’s make sure all the HR professionals in town know about us. We can also get some advertising out there with messaging to those who are thinking about a career change. Mark wants to be his own boss someday; let’s help him understand that we’ve got the tools to make that life-changing move a bit less scary.

Maria’s priorities:

Understanding the “business side” of healthcare Getting an education at a respected institution for a great price Using the degree for a big promotion

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Mark38 years old | Sales Manager

Entrepreneurial aspirations | Management Track

Maria34 years old | Healthcare professional

Administrative aspirations | Healthcare Track

How should we market to Maria?

Maria needs to know everything – the exact price of each credit, the content of all the classes she’ll take, and the required time commitment for the program. Let’s make sure we have all this bundled up in a nice document to share with her. We need enough information on our website to get her to email us; then we’ll send the goods. Now we can follow up and ask her if she has questions.

Our healthcare program track is unique, and she needs to know that. The classes in her concentration are exactly what she needs to make that next move. We needs comparisons and examples: why St. Kate’s is better than those other programs – in black and white, so there’s no reason not to choose us.

Maria will want to know what kind of students she’ll be learning with. A breakdown of other healthcare professionals who have chosen St. Kate’s for their MBA will be impactful. Seeing those big names in healthcare will add validity to our awesome program.

Millennial Mike

Meet Mike. He’s 25, single and has had one job out of college. He values education and has quickly learned that in order to achieve his goals he will need a higher degree. He is unsure exactly what degree, but thinks getting his MBA is the way to go. He is involved in multiple social groups that focus on young professionals striving toward success. He also is concerned about time commitment as he doesn’t want to spend another 4 years in school.

How to market to Mike.

Partner with different social groups to host events Highlight and promote Michelle’s experience

Mike would benefit from Michelle’s career building experience and focus. Put this information on the website, possibly a blog and have her speak at all the information sessions as well. Highlight the accelerated program and have Michelle speak to this as well in the informational sessions. This would be the “other” details to include in the comparsion tool mentioned for Franny.

Switcheroo Sara

Meet Sara. She is 46 and married with college aged kids. She has reached a point in her career where she is bored and needs to change gears. She has always had an interest in marketing and has had some exposure to it in her career. She believes getting her MBA with a concentration in marketing will help her make the career switch. This is a big step she is taking late in her career so the right fit and the right people is very important to her.

How to market to Sara.

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Highlight and promote Michelle’s experience More focus on Marketing track

Again, for Sara St Kate’s should market Michelle and promote her career building experience and focus . Put this information on the website, possibly a blog and have her speak at all the information sessions as well. There also needs to be more focus on the website that St. Kates is one of the only schools with the IMC track.

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3 SWOT ANALYSIS STRENGTHS Small class size and inexpensive relative to other MBA programs. Executive –style set-up allows students to work and attend school. Well-researched and orchestrated educational plan with community input. Saint Catherine’s has an excellent reputation overall in the community for producing quality

graduates in a variety of programs including business (undergrad). Student assistance programs and academic support is well-developed. Excellent reputation for developing women leaders and supporting them with unique programs.

3.1 WEAKNESSES Lack of overall strategic integrated marketing communication plan for MBA which aligns

academic calendar and programmatic events through the year. New MBA program with relatively little awareness from business community. Inexperienced faculty and inability to draw well-known adjunct professors causing sense of “lack

of rigor.” MBA has not built-up connections within the business community to facilitate career

development during the program. Disorganized academic planning / experience may cause “word-of-mouth” issues in community.

3.2 OPPORTUNITIES Leverage IMC students and others with social media presence to help facilitate IMC program for

MBA. Create business/community events, leveraging the Saint Catherine University Community Work

& Learning program as well as information sessions for prospective students. Develop aligned marketing communication strategy and implement with a focus on growth over

time. Find and communicate to archetype and develop brand strategy for MBA.

3.3 THREATS Lack of resources to execute robust plan. Disorganization of communication plan. Other area MBA programs that are better known and have established track record. Lack of student interest in the type of programming available at Saint Kates. Lack of diversity in student population of MBA (relative to entire student-body) including little to

no international student presence. Reliance on MBA Director to draw students and maintain marketing plan.

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4 OBJECTIVES

4.1 MARKETING OBJECTIVES Increase attendance at informational meetings – 30% Increase awareness of St Kate’s MBA leading to increase in enrollment – 30% Seek funding for specific objectives by aligning resources – 20% Increase business and community relationships – 40%

4.2 COMMUNICATION OBJECTIVES Coordinate communications with informational meeting timing and application deadlines. Reach key target markets in each of the three concentrations and effectively communicate to

them through the enrollment process.o Increase attendance and informational meetings o Increase traffic to website/social mediao Increase % of target population who are aware of St Kate’s MBA as a viable option

Target and communicate to wider business community about the St Kate’s MBA and how it could benefit them.

Reach key advisors and mentors of target markets who act as influencers.

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5 CREATIVE STRATEGY

5.1 BRAND STRATEGY OVERVIEW

5.1.1 Key Fascination Factors –Lust – Medium

Mystique – Low-Medium

Alarm – High

Prestige – Medium (need to increase)

Power – High

Vice – Low

Trust – High

5.1.2 Brand Archetype – SageAs a sage brand it is important to answer the call of a stage one constituent – St Kate’s potential

students for the MBA may be called to seek information and be in emotional states such as confusion (what to do to change their career outcomes) or doubt (about their future) and seek to find the truth about their next steps. In making their decision to attend St Kates and invest in an MBA they will need to be led through that initial call into the application process through a series of events and steps that promote them to make the best decision at this point in time. While not all students who are called to consider their future will end up in the St Kate’s program, we want to leave prospects with a good impression – after all they may suggest the program to someone who will be a good candidate. In addition, we align ourselves with the Sage archetype as an institution which will provide answers and guidance along the journey of life.

5.2 POSITIONING QUESTIONSKey questions for our marketing program should be:

How can we assist prospective students to better understand our program and the options available?

How can we assist prospects to find ease in the process of applying? How can we be a resource for the community and business so that we develop key partnerships

and create long-lasting synergies? How can we align our materials and position our program so that prospects know which of our

three tracks – Healthcare, Management and IMC – would be the best option? How should we best communicate the differentiators of the St Kate’s MBA program from

competitors?

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5.3 STRATEGIC INSIGHTSGetting more people to the informational nights requires that we appeal to those who have heard

the call for something different in their life – and that call could come anywhere. An unemployed person may realize while sending out resumes they need to get more education to better their prospects, a leader in an organization may realize at work that they need a new game plan, a life-long learner may think about a career change while walking through the skyway during lunch. Wherever the call comes, the MBA program wants to facilitate the process of information gathering and lead prospects to their decision to apply and later attend the program.

Sage customers don’t want the hard-sell or to be talked down too. They want to feel competent, smart and in charge through the process of working with you. (See: The Hero & The Outlaw: Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark and Carol Pearson) St Kate’s MBA brand strategy must effectively communicate through the archetype to their targets.

In addition, we want to foster a stronger relationship with the business community not only as a possible avenue for reaching students but to develop future networks, increase internship and capstone options and garner respect to assist graduates in finding post-MBA positions. It may also be possible to seek sponsorships and donations to support the growth of the program.

The client has elected to receive a plan with all components in place rather than limit the options via a budget. As such, not all components of the plan will be instituted immediately but will act as inspirations for long-range funding planning and future possibility.

The overall creative strategy is one of increasing brand awareness, upping the prestige level and reaching the key targets previously mentioned. We want to ensure that prospects who have received the call to change their lives, find the information they need effortlessly and know what next steps they need to take to be in charge of their future. We do not need to necessarily re-invent the wheel as many MBA programs have already led the way and we can utilize many of their strategies successfully with our own program. As such, we have included research references throughout the plan.

5.4 KEY MESSAGESTo appeal to our target markets in Healthcare, IMC and Management, we need to communicate to

them using words and phrases that will capture their attention and get them curious enough to learn more, investigate and follow the steps toward the application process.

5.4.1 IMC “Every time I go to class, I am learning with fellow students who are already leaders. We

support each other, network and grow stronger, together” “I learn something in class and immediately go to my job and apply the learnings. There’s no

delay. Each course I see a huge impact on my career and I can’t wait to see where it takes me next.”

“Integrated Marketing Communications is at the cutting edge of where companies are headed with marketing – Saint Kate’s offers me something no one else is doing”

“I’m a writer and a creative individual. St. Kate’s is the only MBA in which my social consciousness and artistry find a home in the world of business and entrepreneurial spirit.

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5.4.2 Healthcare

“Healthcare is changing daily, St Kate’s unique Healthcare MBA will help me develop my career, gain new insight and be an innovative leader in healthcare management.”

“My job in healthcare is demanding. I need an MBA program that I can do while working – online, weekends and evenings and apply what I learn immediately. St Kate’s has just that MBA.”

“I want to learn the business side of healthcare so I better serve my patients and advance my career.”

5.4.3 Management “I learn something new every day – the hybrid program lets me have the best of in-person and

online education that fits my busy lifestyle and the program can be completed in just two years!”

“Each course in the Management MBA prepares me to be a better leader – finance, economics, project management and marketing. Nothing one-sided or boring here.”

“St Kate’s is a well-respected institution. Their MBA won’t break the bank. As a finance professional, I take both aspects seriously.”

5.4.4 Other “It’s never too late to pursue an MBA. Life changing opportunity happens at St. Kate’s.” “At St Kate’s we don’t learn to lead. We are championed for the leader that was always in us

and the world of business is changed for the better.” An MBA? Who knew it was possible at this stage of my career. The best decision I ever made.”

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6 TELEVISION & RADIO PLAN

6.1 TELEVISIONThe high cost of television is prohibitive and probably not that effective at this time to reach the

intended target for informational night attendance and brand awareness – we would instead suggest increased public relations activity to receive earned media coverage locally.

6.2 RADIORadio would be an excellent way to reach prospects who may have been thinking of a change and

the possibility of obtaining their MBA. With all the MBA programs in town advertising with billboards, bus signs and more, a regular set of ads in local radio coupled with a call to action (attend an informational night) would bridge the gap between thought and doing. It is said that it takes three separate messages for someone to receive awareness of a brand. Radio coupled with other components of the plan will drive prospects to hear and see the St Kate’s MBA program exists and learn more about how great an option it really is.

Remember our key targets:

Nancy – high level manager who wants to stay sharp and relevant

Sara – our cutting-edge marketing associate

Mark – a sales manager with an entrepreneurial bent

Maria – a healthcare professional who wants a promotion and to learn the business side

Millennial Mike – a young up and comer with big plans for the future

Switcharoo Sara – Middle-aged Mom ready for a career change

With very little change in the key messages, radio ads properly positioned on select stations appealing to the targets as well as online media ads on radio station web presence would boldly build brand awareness and association in people’s minds – not just for prospective students but reaching influencers as well. How great would it be for someone’s boss, for example or work associate to say “Hey, I heard that St Kate’s has an MBA on the radio this morning, why don’t you check them out?”

If MBA Director, Michelle Weiser also had an informational radio program or spot, perhaps discussing business, marketing or the state of healthcare education in the Twin Cities on MPR with other guests such as students or professors - brand awareness without “heavy selling” would build an iconic sage presence.

6.2.1 Suggested Radio Stations for ad Placement and/or Radio Programming:

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MPR/The Current– business professionals, millennials, people who prefer talk over music in their morning commute

iHeart –

KDWB 101.3 – Hit music station with large reach –would hit the younger target – Millennial Mike and Sara

Cities 97 K102 – Country

Hubbard Broadcasting –

KS95 K107.1 – My Talk – female-centered talk radio

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7 PRINT MEDIA PLANA robust print plan will be essential to building St Kate’s MBA brand awareness and inform

prospective students of upcoming informational nights. In addition space could be used to inform the public about on campus events such as business lectures, Social Media Breakfasts and guest speakers which would reach potential students or influencers. We want the MBA program to be leader in the community not just sell our program.

7.1 NEWSPAPERSStarTribune – regular online/print ad to reach older targets and business leaders – could have a banner add online in the business section and/or earned media coverage related to Michele’s work, the school or the IMC program unique qualities.

Vita-Mn – banner ads online and small to medium ad – as both Vita-Mn and CityPages comes out weekly –it would be possible to run informational night ads specifically in the weeks leading up to a session

City Pages – run regular medium sized ad – reach Millennials and young professionals

TwinCities Business (tcbmag.com) has a healthcare section

7.2 MAGAZINESMpls-St Paul Magazine

HerLife – specifically target Switcharoo Sara

Minnesota Monthly

Ads placed in these monthly local magazines would build brand awareness especially amongst influencers. A marketing specific URL in these ads could assist with metrics and allow prospects and influencers to be funneled into obtaining more information about the program as well as positioning them to attend a future informational session.

7.3 OTHER PRINT ADVERTISING

7.3.1 Flyers, Brochures & PostcardsBuild the brand around campus and in the local community – flyers and brochures left in key areas

on campus may entice students already attending the school, either to continue on with an MBA or suggest it to friends, family and community members. Flyers put up on bulletin boards and in local coffee shops including Café Royale would inform community members of upcoming information sessions. Advertising on bulletin boards at other area colleges for those who are in school or on campus and seeking next steps would be effective in getting the word out. Postcards sent to those on the mailing list who have shown interest in knowing more about the program several weeks prior to an informational night would drive traffic and create a reminder card for future sessions.

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7.3.2 HR DepartmentsBrochures and informational flyers sent to HR reps and key businesses in the three concentrations

8 SUPPORT MEDIA

8.1 GIVEAWAYS

8.1.1 MBA Logo Baseball

Influencers in business often throw balls against a wall or toss them around while on conference calls as stress reducers. Why not have them consider St. Kate’s MBA with every toss. Perhaps in their next 1:1 with an employee or conversation with a friend looking to change careers, St.Kate’s will be top of their mind.

8.1.2 Keychain“St Kate’s MBA- Born to be #1”

8.1.3 Planter“St Kate’s MBA – Growing Leaders Daily”

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8.2 TRANSPORTAlmost every school in the Twin Cities has Inside Cards on major bus routes. The 74 which goes

past Saint Kates, the 94, and 16 which go between St Paul and Minneapolis and others could find the target who is being called to change during their daily commute. The Ads could mimic skyway ads for added emphasis or feature professors in the program – much like the ones used by St Thomas.

Key stops on the Metro Green and Blue lines could feature larger ads for the MBA, perhaps timed with application deadlines or informational nights and using unique URLs to capture marketing metrics.

8.3 SKYWAY

Skyway ads strategically placed in St Paul and Minneapolis will reach the target prospect in a meaningful way – while walking to lunch or shopping or simply conducting daily life living in the city.

Lit signs with the deep purple of the St Kate’s logo, could feature representative student populations such as “Millennial Mike” and tell a unique story. The example above used by another institution illustrates the idea – but let the St Kate’s MBA take that a step further. A photo with a caption such as “The Integrated Marketing Communications MBA is one of a kind in St Paul” or “Who knew business and creativity could work so well together” are just ideas that speak to the emotional

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position of our “sage” who is getting the call. At St Kate’s we don’t ‘learn to lead’ we are given the opportunity to be the leader we were always meant to be. Sara could say, “I thought I was a good manager. What I learned in my first MBA class at St Kate’s changed the way I work with my employees. I am the leader I was meant to be.” Positioned in threes – you could speak to all three concentrations in the space of a walk to the lunch counter.

8.4 MOVIE THEATREAccording to research 41.5 percent of movie goers (see: Chapter 13, Advertising and Promotion by

Belch & Belch) have a greater emotional connection to cinema ads than the Superbowl! AMC and Loews Theaters in the Twin Cities both hit target demographics and even a static ad could raise brand awareness for St Kate’s MBA.

8.5 FESTIVAL SPONSORSHIP/ADSThe Twin Cities comes alive with a summer of music festivals, art crawls and food events. St Kate’s

could sponsor or place ads at such events in which members of the target demographics attend. What better way to have people think of applying or checking out an informational session?

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9 DIRECT MARKETINGAfter developing and building your mailing list, St Kate’s MBA direct marketing programs can be

beneficial to drive traffic to information sessions and events. (See: 10: Website & Mailing List). Metrics can be developed with contacts to better target campaigns. In addition, the purchase of addresses targeting certain areas of Minneapolis and Saint Paul with cards which build awareness of the MBA, it’s concentrations and upcoming events would drive traffic to the website.

10 WEBSITE & MAILING LISTA quick look at the websites of other universities offering MBA programs including local programs

such as University of Minnesota will quickly bring up an MBA specific website – one not directly associated with the main University site. We believe this is vital for Saint Kate’s MBA to differentiate as a reputable operation as well as offer more flexibility with the potential of the communication to prospects and influencers.

The current St Kate’s website requires multiple drill-down to find any information pertinent to the MBA, does not communicate to the target effectively and is frustrating to navigate. Informational sessions are lost in the admissions area of the site and require someone to know where to look in order to get the information they need. This is not conducive to building brand awareness or keeping the MBA on top of everyone’s radar. There is also not much opportunity to blog or place videos. Prospects may become too frustrated to bother to continue keeping the St Kate’s MBA as one of their options.

One of the best examples of a well-developed MBA site which works with Direct Marketing is from Wharton.

http://mba.wharton.upenn.edu/

It’s easy to navigate. Everything you need is linked in well-defined areas. Videos of students, faculty and alumni give you a sense of culture and the experience as well as hit their target demographics key messages. The contact sheet involves gathering all the prospects pertinent information and interests. Once you sign-up you receive a series of well-timed emails staring with an inquiry confirmation – here are some examples:

Dear Gina,

Thank you for your interest in the Wharton MBA and for completing the information request form on our website. Your information will help us get to know you better, and allow us to better tailor our communications to suit to your individual needs.

In the days ahead, we will be letting you know you about upcoming information sessions and special events that may be of interest to you.

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In the meantime, remember to visit our website where you can always find additional information and answers to your questions.

WHARTON WOMEN IN BUSINESSWharton attracts more women than virtually any other MBA program, boasting the highest percentage of any business school in the world.

Dear Gina,Wharton strongly encourages women to consider an MBA degree. In exploring your options, we invite you to check out Wharton's wide range of opportunities and initiatives specifically for women, such as those below:

Connect with the Wharton Women in Business Club (WWIB)

WWIB focuses on issues relevant to women in business school, providing social and networking opportunities with fellow students, alumnae, faculty, administrators, executives, and entrepreneurs.

In addition to regular informative emails they conduct webinars on various subjects from financing to what it’s like being in the classroom at Wharton. They also invite prospects to a “Weekend at Wharton” event. In addition, as they have your full contact information, you get cards and letters in the mail with upcoming event dates.

Does Wharton really top the list of MBA programs when it comes to educating women? With only two men who began in Cohort #1 and the emphasis on women’s social issues and education – St Kate’s can really differentiate in this area and become a market leader.

http://mba.wharton.upenn.edu/the-wharton-mba-difference/

The video on this page, which gives an overview of the “Wharton Difference” with students and professors – is something that St Kate’s could do, to showcase the MBA’s unique concentrations, ideas

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and beliefs about business. Videos of students and faculty who represent target segments or who simply give a voice to the St. Kate’s MBA would be an excellent addition and drive sales.

It is essential that the MBA website also contain easy to find calendar of events including application deadlines and details, financial aid and cost tables which include comparisons to other MBA programs, a list of courses for each concentration and their descriptions and ways to contact key individuals they can talk to about the program.

The website should contain a regularly updated blog where prospects and influencers can “meet Michelle,” hear from current students and learn about activities the MBA is involved in locally.

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11 SOCIAL MEDIA PLANSocial Media should be an integral part of the IMC plan at St Kate’s. After all, we have an

Integrated Marketing Communications program! IMC students and others with a bent toward social media use should be encouraged to participate and add value to the MBA’s social media presence. Key messages and the voice of our segment targets could be woven into the postings on Facebook and Twitter, so that when someone sees a bus ad, skyway sign or hears about us on the radio, that social media presence speaks the same story. In addition, St Kate’s as the ‘sage’ archetype can continually ad value with videos, business discussions, interesting and provocative articles. Social media could be used to share videos of students, classroom lecture snippets or funny events.

LinkedIn pages can be used to specifically target key demographics and repost blogs from Michelle as a thought leader.

It’s probably time to update the logo of the Facebook page and go about increasing the “Likes” from around 600 to 1200 in the next few months. The Saint Catherine MBA page can be added to featured ads and reach even more people who are hearing the call to change their lives.

Twitter can be used to discuss events, provide up to the minute experiences and repost videos as well ask key messages. Interacting with the wider community allows people to become aware of the MBA.

Instagram would be another area to explore – perhaps with photos of presentations or events, student led events or after hours socials and cohort picnics. Bring culture and depth to people’s experiences of the MBA at St Kate’s.

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12 MEDIA PLANSince there does not currently appear to be a regular schedule of informational nights we would

suggest a basic plan for the initial stages of implementation targeting Fall 2015 applications deadlines.

Focus on the web re-design project, support media and any brand awareness building activity that is possible immediately (ie bus inside ads). Through the summer begin to leverage available resources (AMP students, photographers etc) to start gathering photos and videos of students. Develop a blog presence and begin talking to your target segments using key messages.

Potentially build student-led committees to further key action steps in the plan – for example IMC students interested in developing their resume, could take portions of the plan and be in charge of implementing on behalf of St Kates. The plan can be further refined with other input and ideas. AMP program may be a good resource for instituting this process.

Upon developing a plan to hold regular informational nights for each of the concentration areas, send press releases and seek earned media opportunities. Ads in newspapers mentioned would be good to drive traffic to events.

As budget allows, begin to implement the grander ideas of the plan – billboards, transport signage, radio spots. Further refine the timeline at that stage so that all media production is aligned with key messages, timing of events and sending people through the steps of the application process.

Throughout the year it is important to build awareness by continually having some form of media – such as bus signage that begins the process of informational gathering and is further developed at later stages through more specific opportunities to interact with the brand and the people.

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13 RELATIONSHIPS: SALES PROMOTION, PUBLIC RELATIONS, PERSONAL SELLINGAs described previously, the sage prospect will not appreciate a lot of hard selling. What St Kate’s

can do is become a community presence which invites people to discover the possibilities and proceed through the steps of discovery. In the end, whether or not someone decides to commit to an MBA at St Kate’s we want the word of mouth to stay positive and connected.

Furthermore, we want to build robust community partnerships with companies and business leaders. To do that, we need to develop those relationships and give them a reason to be a part of the St Catherine MBA community. Co-sponsoring events like Social Media Breakfast, lectures or talks on campus but visiting business leaders and arranging for MBA student visits to local businesses would be part of that business development.

Cross-pollinate with other organizations that run events related to the community such as music, lectures, art exhibits and chambers.

Find opportunities for earned media such as articles about Michelle, student projects and student stories published as local interest. What are these future leaders doing and who are they? Some of our target market segments won’t apply unless they feel they’ll be meeting people who will further their career and with whom they can network.

Community volunteer events in which St Kate’s MBA students can participate may be another avenue to raise awareness and build community relations.

Sending press and media kits to HR departments and key business leaders and staying connected so that hiring opportunities and other possible avenues of connection (classroom speaker, events, lectures etc) are fostered.

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14 CONCLUSIONOverall, the key components of the beginning of the St. Kates MBA integrated plan, must be to

differentiate in the marketplace by more effectively communicating to the target segments and building brand awareness. While St Kate’s as an institution is a well-respected brand, it is time for the MBA to stand on its own. We need our own website – in alignment with how other institutions treat their MBA programs and we need to communicate our vision more often, and in a wider variety of places.

To that end, each step that the MBA program takes in that direction, furthers the process. As we build community partnerships and relationships, we’ll find increased opportunity to receive sponsorships and donations, create hiring opportunities for graduates and build a reputation for quality.

By capturing prospect data via our web portal, we’ll better tailor our messages over time. We can use contact information to bring people called to change, through the steps of the information gathering and application process. People who have successful experiences with Saint Kate’s MBA will create word of mouth for others seeking the same opportunity.

Social media can easily evolve to include the work of students in the IMC or others interested in shaping the future of the program.

The more that St Kate’s faculty and students can be involved in the community including having the St Kate’s MBA brand front and center and collaborative community events and festivals, the more that influencers will find a reason to send mentees toward the program and it’s informational gathering processes.

Through our materials – web, blog, support media – and our public relations efforts the MBA can become that quintessential sage presence and draw to it those who have heard the call to make a change in their life and career - one way or another.

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