University of Portland – Operations & Technology Management Marketing Plan

University of Portland – Operations & Technology Management Marketing Plan

University of Portland

Marketing the OTMOperations & Technology Management

EAB Advisory Marketing Plan Committee


The OTM Marketing Plan

STAGE I STAGE II STAGE III

LEAD GENERATION @INTERNET, SOCIAL MEDIA

APPLICANT DATABASE GENERATION HIGH SCHOOL CONTACT POINTS

MOMENTS of INQUIRY

ENGAGING THE POTENTIAL STUDENT

CONSUMER

IDENTIFYING HIGH VALUE TOUCH-

POINTS

KNOWING THE STUDENT

CONSUMER

PRIORITIZE APPARENT TOUCH-POINTS

PRIORITIZE UNDER-ACTIVATED TOUCH-POINTS

CONTACT PROSPECTS

PROMOTE OTM PROGRAMS

ENROLL STUDENTS


Student Consumer Focus (Most Influential Information

Sources)

Level of OTM Information (Informative)

Alumni &Current Students

Social Media &TV/RadioCommercials

High School & CollegeSponsorship

Events

Student OTMDaylong Course Shadows

BrochuresCollege Comparison

Reports

College RecruitmentEvents Internet

Newspaper/ magazine ads

Introduction fromProfessors

Low High

Low

High

Student Consumer Focus & OTM

MarketingParents/Schools/Employers

OTM Employer Speed Networking Events

OTM Degree Ownership Lifecycle

STUDENTCONSUMER

Re-EnrollmentsDue to Alumni

Marketing

OTM Graduate(1yr)

Pre-Enrollment byHigh School Students

(1-2 yrs.)

EnrollmentOTM Matriculation

(4yrs.)

Student Consumer Focus & OTM Marketing

The Lifecycle is 6-7 years University of Portland – Operations & Technology Management Marketing Plan


More college choices availableDiversity of degree programsSustaining IT and operations

management innovation

Challenges

Competition for UoP studentsPressure on UoP cost reduction while optimizing resources

Challenges

EXTERNAL Role• Influence consumer behavior to OTM• Inform potential student consumers• Drive industry relevant OTM

differentiation

INTERNAL Role

• Maximize OTM major attractiveness

• Optimize OTM enrollment and student census

The Role of OTM Marketing

Awareness Knowledge ConsiderationOTM

Selection---

Matriculation

Satisfaction Loyalty Advocacy

Pre-Enrollment Enrollment Post-Enrollment

There is an opportunity to influence student consumer behavior at each of these stages through the various touch-points they have with the

attractiveness of the OTM brand.

OTM Consumer Lifecycle University of Portland – Operations & Technology Management Marketing Plan


Marketing Touch-Points

COMMUNICATION – OTM ads, brochures, point-of-purchases, student OTM business cards, OTM LinkedIn accounts, OTM website and an OTM social media presence

PHYSICAL – OTM products (flags, cups, etc.), UoP office space, small gifts, School of Business facilities and classrooms

HUMAN – Current OTM students, professors, OTM industry advisors, guest speakers, UoP administration & representatives, and teacher assistants

Represents all of the communication, physical and human interactions that OTM student consumers experience over their 6-7 year UoP lifecycle.

Ad Hoc acquired information Acquired post OTM Introduction phase

Student Information Search Post Graduate Student

OTM Enrollment Lifecycle

STUDENTCONSUMER

Re-Enrollment Matriculation & Degree Ownership

Insight: - Student seeking info - Student trusts OTM contacts

Insight: - Student invests in education- Strong UoP influence

Insight: -Advocates based on ‘Total’ Experience-Responsive to Alumni events

Insight: - Seeks affirmation of enrollment- Education impacts future

Pre-Enrollment Enrollment

The Student Consumer Lifecycle University of Portland – Operations & Technology Management Marketing Plan

Apparent OTM Touch-Points

Identify the areas for current focus University of Portland – Operations & Technology Management Marketing Plan

Under-Activated OTM Touch-Points

Identify the areas for immediate focus Identify the areas for expanded focus University of Portland – Operations & Technology Management Marketing Plan


Focus Media(Pull)

OTM Professors/

Administrators

Consumer Marketing (Push)

Identifying Strategic OTM Consumer Touch-Points

Social Media Presence

Focus Publications, TV and Cinema Ads

Radio

Current OTM

Students

Promotions& Partnership

(Advisory Board, other partners)

Branded Communication

ResourceTouch-Points

Online& Social Media

Develop Key Focus Areas

Develop competencies in key areas

Provide consumers newertouch-points

Implement programs to existing & new touch-points for value

Build and acquire prospects databases

Identify the areas for immediate focusOptimizing OTM Touch-Points University of Portland – Operations & Technology Management Marketing Plan


Consumer OTM Lifecycle Management

Key Drivers : – Increase student consumer focus in the OTM degree program

– Optimize brand experience for student consumers

– Enhance marketing investment to enhance enrollments

– Induct technology driven touch-points like Internet and social media

Key Tasks : – Identify most effective key consumer touch-points

– Deliver superior brand experience at prioritized touch-points

– Translate brand experience to student’s value, retention and lifetime earnings

– Use technology to bring in cost effective social media marketing solutions

Key People– Administration, professors, alumni, students/prospects, employers & OTM Advisory Board


OTM Brand Dimensions

BRAND CORE

BENEFIT & REASON

BRAND TONALITY

BRAND CONCRETE ELEMENTS

Confident

Approachable

Passionate

Inventive

OTM logo

OTM icon

OTM objects

OTM events

Performance (jobs)

Competitive (step ahead) Knowledge (Effectiveness)

Value (Marketplace rewards)

Revolutions ahead for Technology Innovation


BRAND CORE

BRAND TONALITY

BRAND CONCRETE ELEMENTS

BENEFIT & REASON

• That for which the OTM brand stands

• OTM’s brand promise

• The character that is rooted in the values and beliefs of OTM and its long-term value

• OTM’s tone of voice

• How OTM speaks to its various student, corporate audiences

• The feel or take-away when the audience thinks about OTM

• That advantage which OTM offers

• Tangible reasons to believe in an OTM education

• Elements that are aligned with what OTM’s target audience wants/expects

• What OTM signifies

• Factual, own-able elements that are part of OTM’s program

• Visual identifiers of OTM worth leveraging

OTM Brand Dimensions Expanded


Insight: - Student seeking Info (or low involvement)- Student trust builds with OTM selection

Insight: - Student committing to career- Strong industry influence on Student

Pre-Enrollment Enrollment

Re-Enrollment Graduation Ownership

Insight: -Graduate alumni influence future applicants-Graduates responsive to calls to represent OTM

Insight: -Student seeks affirmation of OTM choice in job Market-OTM education gateway to meaningful job attraction

• Targeted print-based campaigns - lead with OTM program, branded messages, noted endorsers

• Top Tier Endorsement & Co-branded Marketing • Website linked to social media• Activities/Events/Promotions• Focused media : TV/Radio/social media (Facebook,

Twitter, YouTube)• PR campaigns, Direct Marketing – students/Corp. HR• OTM networking (Facebook, Twitter) for Q&A• College recruitment events

• Participation in occasion-based OTM Promotions• Push student prospects and corporations to OTM• Attendance at OTM alumni and recruitments• Pull incentives for hiring OTM students• Alumni connectedness through social media-

LinkedIn

• Ongoing Interaction – Social Media & CRM database

• Continuing Education Certificate Programs• Graduate OTM Degree Creation• PR as strategic media - Trust in ‘Leading’ Brand

(CSR Campaigns & Alumni Forums)

• Branded UoP OTM courses & matriculation• Professor Knowledge & Student Incentives to

succeed• Frontline Education, Training and Facilities• OTM Advisory Board networking and

Internship promotion• OTM sister university cross education

adoption

Student Consumer Lifecycle: Activity Framework

Determine actionable programs

STUDENTCONSUMER


• Identify the influencers and relevant subject area topics that can shape and define real student conversations occurring in decisions to enroll in OTM, while viewing the daily life of OTM students.

• Identify digital people and social media channels that will be most receptive to create an online OTM reality internet community and dialogue.

• Form an opportunity evaluation action team (advisors/students) to ……– Create a YouTube Channel-based OTM Reality Internet or vidolog diary

of the day in the life of a team of OTM students.

– Analyze applicable Social Media wide-scale business intelligence search of OTM-based material for websites, blogs, online forums and other similar social media presence.

– Review OTM brand conversations (what is being said in the media, and by whom, about OTM?). Team with the UoP Marketing Club

– Engage student and professors to understand public perception of OTM. Use mini interviews, job shadows, and tours of alumni and board members all through 3-5 min videos.

– Track demographics and survey student prospects and those who would listen in on the OTM Reality Internet presence.

OTM Reality Internet Presence


VideoSharing

PhotoSharing

MicroBlogging

Podcasting

Blogging

RSSReally

Simple Syndication

Widgets

SocialNetworking

MessageBoards

ChatRooms

Recommended OTM Social Media Marketing Channels

University of Portland


1. An OTM education is important - get involved in driving the candidate decision.

2. Know the student’s consumer lifecycle.

3. Determine and prioritize the most effective OTM touch-points that will influence an OTM enrollment.

4. Define guiding factors to build the OTM Brand!

5. Examine “break from the pack” social media ideas that can set OTM ahead of similar competitive OTM-like university offerings.

5 Key Takeaway Points!

EAB Advisory Marketing Plan Committee

Marketing the OTM

Promotion (Marketing) Committee: Ben Berry (Chair), Duane Ternes (Vice Chair), Sam Madrid Contributing OTM Students: Courtland Reeves, Estelle Diaz. For information contact Ben Berry at [Mailto:[email protected]]

Documents

University of Portland – Operations & Technology Management Marketing Plan