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HEALTH SCIENCES PROGRAMMARKETING PLANMary Ann Davis
Research
Promotional Mix
Analysis and Refinement
Research
Utilize Internal and External Resources• Understand the Program• Understand the Target Audiences• Understand the Competitors
Research
Utilize Internal Resources
• Program Manager(s)/Department Chairs
• Admissions• Advising• Support Service Areas that
are Unique to the Program
Research
Understanding the Program
• Program’s Description and Course Requirements• Career Paths• Formats
(e.g. on campus, online, cohort, accelerated)• Why it’s Being Offered
(e.g. high demand, little options; an option for students who can’t excel in other health care programs; grant)
Research
Understanding the Target Audiences
• Demographics
• Psychographics
Research
90% of Notre Dame of Maryland University’s Students Reside in
Maryland
Research
Understanding the Competitors
PrimaryMaryland colleges/universities offering undergraduate degrees:• Human Services• Health Services• Health Sciences
SecondaryOut of state colleges/universities offering undergraduate degrees:• Human Services• Health Services• Health Sciences
Research
External Resources: Competitor Research
• UMUC• Kaplan University
Online• University of
Baltimore
Research
Research
• Coppin State University• Frostburg State University• Towson University• Mount Saint Mary's
University• University of Maryland
School of Public Health• University of Maryland
School of Nursing
Research
External Resources: Competitor Research
ResearchResearch
Creative Review - Design and Messaging
• Online (e.g. website, online advertising and social media)
• Print (e.g. view book, brochures, rack cards, display ads, and other print related promotions)
External Resources: Competitor Research
Research
Primary Competitor Research: Creative Review
Research
Human Services
ResearchResearch
Primary Competitor Research: Creative Review
Health Services/Sciences
Use of Common Keywords = Better SEO
4 out of 6 use Health Services
Research
Primary Competitor Research: Creative Review
Research
Online University
Locations in Rockville and Hagerstown
Promotional Mix
Promotional Mix
Who Are We Trying to Reach?
Primary Target AudiencesTraditional female students living in Maryland
Secondary Target AudiencesTraditional female students living out of state.
Promotional Mix
Who Are We Trying to Reach?
Primary Target AudiencesNon-traditional students living in Maryland
Secondary Target AudiencesNon-traditional students living out of state
Promotional Mix
Primary Locations• Maryland
• Baltimore Metro Area• Washington, DC Corridor• College of Adult
Undergraduate Studies (CAUS) Satellite Location Areas
Secondary Locations• Outside of Maryland
Where Are We Trying to Reach?
Promotional Mix
How Are We Trying to Reach?
Dual Campaign Approach
Incorporating Each College’s Unique Branding and Messaging Elements
Promotional Mix
How Are We Trying to Reach? Dual Campaign Approach
Primary Activities
• Print• Digital• Public Relations/Outreach• Broadcast Media
Promotional Mix
Primary Activities - Print
How Are We Trying to Reach?
Traditional and Non-traditional Students
• Brochures• Article in Universitas (Word
of Mouth)• Post Card Mailings• Display Signage for Outreach
Visits• Billboards
Non-traditional Students• Ads in Local Newspapers
Near CAUS Locations• Articles/Ads in Local Health
Care Organization Newsletters
Traditional Students • View Book
Promotional Mix
Primary Activities - Digital
How Are We Trying to Reach?
• Website Marketing• Online Advertising• Social Media
Promotional Mix
Website Marketing Notre Dame of Maryland University
Program Page
Traditional and Non-traditional Students
Promotional Mix
Website Marketing Notre Dame of Maryland University
Home Page Card
Traditional and Non-traditional Students
Promotional Mix
Website Marketing Notre Dame of Maryland University
Sidebar Callouts
Traditional and Non-traditional Students
Added to Related Program Pages to Assist Undecided Students
Website Marketing College Directory Websites
Promotional Mix
Traditional and Non-traditional Students
Online Advertising
Promotional Mix
Traditional and Non-traditional Students
Online Advertising
Promotional Mix
Search Display
Online Advertising
Promotional Mix
Search Network
No Conversion(i.e. completing lead generation form)
Display Remarketing
Online Advertising
Promotional Mix
Power EditorCampaign
No Conversion(i.e. completing lead generation form)
Pixel Targeting
Social Media: Organic (Non-paid) Posts
Promotional Mix
Traditional and Non-traditional Students
Social Media – Organic (Non-paid) Posts
Promotional Mix
• Announcing the New Program• Career Profile Series
• Infographics• Curated content from other sources• Video of professionals at partnering health
care organizations• Open House/Information Session Events
• Live Tweeting or Live Streaming
Content Calendar:
Primary Actions Public Relations/Outreach
Promotional Mix
• Press Releases to News Media Outlets
• Open Houses/Information Sessions (promoted with advertising and
press releases)• Admissions/Program
Manager/Department Chair Visits
• High Schools• Community Colleges• Health/Wellness Fairs• Local Health Care
Organizations
Traditional and Non-traditional Students
Primary Actions Broadcast Media: Radio/TV
Promotional Mix
• Pandora• iHeart Radio• TV – Cable Network Commercials
Traditional and Non-traditional Students
Promotional Mix
How Are We Trying to Reach? Dual Campaign Approach
Secondary Activities • Print• Digital• Broadcast Media
Based on Increased Budget or Primary Activities not Achieving Desired Results
Secondary Actions Print
Promotional Mix
• Major Magazine and Newspaper Display Ads (e.g. The Baltimore Sun, Washington Post)
• Direct Mailings – Extended Zip Codes
Traditional and Non-traditional Students
Secondary Actions Digital: Online Advertising
Promotional Mix
Traditional and Non-traditional Students
Secondary Actions Broadcast Media
Promotional Mix
• Terrestrial Radio – Prime Time• TV Network Commercials – Prime
Time
Traditional and Non-traditional Students
When to Reach?
Promotional Mix Flight
• Identify Deadlines • Identify Peak Search
Times
When to Reach?
Promotional Mix Flight
*Women’s College First-Year StudentsCAUS Offers Rolling Admissions
Google Trends:Numbers show total searches for a term relative to the total number of Google searches over time. It does not convey absolute search volume.
When to Reach? August/September 2016 and January 2017
Promotional Mix Flight
• Post Card Direct Mailings
• Billboards• Local Newspaper Ads• Home Page Card• Online Advertising
• Radio Commercials• Cable TV Network
Commercials• Social Media Posts• Press Releases
When to Reach? Fall 2016
Promotional Mix Flight
October• Social Media Posts –
to accommodate back to school related posts
December• Universitas Article -
winter edition
When to Reach? Spring 2017 – April/May
Promotional Mix Flight
• Local Newspaper Ads• Online Advertising
• Home Page Card• Social Media Posts
When to Reach? Ongoing
Promotional Mix Flight
• View Book• Brochures• Program Web Page• Side Bar Callouts• College Directory Listings• Public Relations/Outreach
Efforts
Analysis and Refinement
Website Analytics Key Performance Indicators
Analysis
Google AdWords Paid Advertising and Campaign Tracking Tags • New Users• Landing Page Visits• Bounce Rate and Average Pages Viewed• Conversions
Home Page Card and Sidebar Callouts• In-page
Analytics/Navigation Summary (Previous Page Data)
Online Advertising Key Performance Indicators
Analysis
• Click-thru Rates• Conversions• Costs • Reports
Monitor and Tighten Campaigns to Improve Performance Results
Social Media Key Performance Indicators
Analysis
• Engagement (Likes, Comments and Shares)
• Reach/Impressions• Link Clicks• Video Views
Identify Better Performing Content Types for Future Postings
Outreach
Analysis
• Briefings with Admissions and Program Managers/Department Chairs
• Completed Interest Forms
Research
Promotional Mix
Analysis and Refinement
Mary Ann DavisDigital Marketer & Strategist
Specializing in developing strategic marketing plans using an effective mix of multi-channel approaches that grow business development.
about.me/[email protected]
