PROFESSIONALDEVELOPMENTDAY

Tuesday, October 17, 2006

Reach Student CapacityRaise Our ProfileEfficient Use of Marketing Budget

Northwest Twin CitiesRed River CountryBismarck-MandanNortheast South Dakota

University AdoptionVisual Identification SystemMessaging FrameworkEffective Execution

New Web Site: www.msum.comHolistic view of the student experienceNot a place for forms or process

Year One

Learning EnvironmentCampus LifeExtra-Curricular ActivitiesVibrant CommunityJob Opportunities*DVD or Video CD

Students-- 3 timesParents onceDrive to msum.com

Students & ParentsSchedule Campus Tour

Targeted at Parents & the Broad AudienceHighly-read from Cover-to-CoverCost-EffectiveIntegrated with Direct Marketing

MessageMessage

Key High School Papers in the RegionLocations and Quantity TBD

Targeted at High School StudentsReach Primary Region and Outlying AreasIntegrated with Other Messaging

Greater Fargo-MoorheadGreater Grand ForksGreater Bismarck-Mandan

Two Year College OpportunitiesRotating F-M BillboardsGuidance Counselor Direct MailAlumni Marketing PlanPublic Relations Plan

The PlanYear Two

Continue Geographic SegmentingExpand Twin Cities coverageExpand regional coverageRaise Awareness and Build Preference

AWARELIKEPREFERIM GOING TO MSUM!

The PlanYear Three

Regional BillboardsRegional RadioTwin Cities RadioTwin Cities/Regional Televisionand

PROFESSIONALDEVELOPMENTDAY

Tuesday, October 17, 2006

Square

Horizontal

Started in the early summer. President Barden and VP Midgarden provided seed money to develop a plan using an outside agency. Advertising Marketing, owned by alumnus Norm Robinson (Mass Comm 1973) directed the process.We need to recruit students. Our traditional service area is producing fewer high school graduates. We need to raise our profile and invest in our brand. We also need to extend the awareness of our university to the Twin Cities.We wish we were well known in Chicago, Des Moines, Milwaukee, etc. We cant afford to build our brand in those places yet, but the northwest corner of the Twin Cities and the traditionally important feeder market in and around Bismarck are on our short list of target markets. Red River Country is our traditional service area which would include Jamestown, Valley City, and Grand Forks to the west northwest and Detroit Lakes and Fergus Falls to the east and southeast. Northeast South Dakota was recommended for consideration and its addition to the First Year target list was subsequently chosen for funding by the AAC.First things first. We need to look and sound like we represent the same place. That means a consistent use of identifiers, like our logo, and supportive messages. By effective execution, we mean getting the most bang for our bucks.The universitys visual identity standards have been reviewed and a final draft is nearing completion. Note the color palette with the addition of a golden yellow accent color. That will be our new corporate identify, which is to say, the color scheme we will use for external communications and for identifying departments and offices that serve the entire university. The universitys colleges and their departments will use a palette with a different accent color.A new web site designed for high school students is nearing completion. MSUM.com will feature links and information of interest to potential students who are, in effect, browsing. It will include profiles of several our current students and, eventually, will include blogs that will allow some interactivity with high schoolers who are visiting virtually. It is not a place with forms or processes except for an opportunity to capture contact information.The visual identity standards and the web site should be completed and operational by the end of October. Note the photo angles of the top two left images recommended by Advertising Marketing and shot the past spring by a MnSCU represented photographer. The rest of the first year of our marketing commitment will include A video that features several of our current students. They talk about their programs, the campus, and the community. The video is almost ready to send to the duplicator. It will be mailed to thousands of students who have not contacted us, but who have been identified as suspects by Advertising Marketing.The video will arrive in the first of three mailings to the suspect students. Their parents will receive one direct mail piece. The goal will be to get suspect students to log on to MSUM.com.The campaigns telemarketing effort will make use of Admissions existing calling system. The goal will be to schedule campus tours for students and their parents.The Forum and the Star-Tribune are regional papers. We will focus considerable attention on community newspapers. They are more cost-effective for the purpose of our recruitment campaign. Newspaper ads will be timed to support the direct marketing effort.Many of our surrounding towns have community newspapers not to be confused with shoppers.The Twin Cities area has many community newspapers this is a sample of the communities well target with these papers.Our messages will be straight-forward. My Education. My Way was chosen as a central message. We will also use Im a Dragon to identify current students and alumni in our print materials. As mentioned earlier, our logo will be very visible and our look will be consistent.We will also identify high school papers and two-year college papers-- for advertising. Regional radio will be used ... Radio still offers formats that target young listeners. Radio broadcasting has the benefit of spilling into adjacent communities. Radio ads will be timed to coordinate with the contact strategy. Integrated marketing The signals from Fargo-Moorhead, Grand Forks, and Bismarck-area stations cover a lot of surrounding communities. Again, the radio spots will be timed to support other campaign communications.Besides newspaper advertising, we will work with our two-year college partners to promote the advantages of MSU Moorhead. Rotating billboards in Fargo-Moorhead will be used to raise our local profile. Selected guidance counselors will be targeted for direct mail communications. Our 50,000 alumni will be included in communications about the marketing initiative and the advantages of their alma mater. A public relations plan will also be tied to the integrated marketing approach.Branding requires consistency and perseverance. Year two will build on year one Well continue our messaging in our targeted recruitment areas and keep pushing the envelope.The goal of branding is to raise awareness and generate favorable impressions to drive students to select MSU Moorhead. The first step is the virtual visit to the web site; then the campus visit. The campaign wont make the sale, the campus its faculty and programs and student environment-- will do that. The marketing campaign will generate interest in looking into what we have to offer.If years one and two deliver on our student goals, the proposal for year three will be another BIG step More of the same with the addition of broadcast media in the Twin Cities. Twin Cities radio and television coverage extends well beyond the 7-0r 11-county metropolitan area Plan A: No TV, $475,000Plan B: Twin Cities and regional TV, $600,000

The universitys visual identity standards have been reviewed and a final draft is nearing completion. Note the color palette with the addition of a golden yellow accent color. That will be our new corporate identify, which is to say, the color scheme we will use for external communications and for identifying departments and offices that serve the entire university. The universitys colleges and their departments will use a palette with a different accent color.The universitys visual identity standards have been reviewed and a final draft is nearing completion. Note the color palette with the addition of a golden yellow accent color. That will be our new corporate identify, which is to say, the color scheme we will use for external communications and for identifying departments and offices that serve the entire university. The universitys colleges and their departments will use a palette with a different accent color.The universitys visual identity standards have been reviewed and a final draft is nearing completion. Note the color palette with the addition of a golden yellow accent color. That will be our new corporate identify, which is to say, the color scheme we will use for external communications and for identifying departments and offices that serve the entire university. The universitys colleges and their departments will use a palette with a different accent color.If years one and two deliver on our student goals, the proposal for year three will be another BIG step If years one and two deliver on our student goals, the proposal for year three will be another BIG step