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Texas A&M University-Kingsville
The FIRST CHOICEMARKETING PLAN 2002-2005
Foundation:Review / Research
Stamats 2000
Integrated Marketing Team
Independent Consultant
Situation:Tradition
Affordable / Accessible
Competitive Athletics
Regional – Three-county area
Also, San Antonio, Victoria and The Valley
Situation:Outstanding Programs in
Engineering Business
Agriculture Teaching
Wildlife Management
Band Directing
Ranch Management
& Others
Issues:Retention
No Growth in 3-County Area
Open Admissions
Increasing Competition
Opportunities:Growth in South Texas
Hispanics
Beautiful Campus / Nice Town
New Pharmacy Program
Athletics
Research Grants
Opportunities:
New President
Objectives:Increase Undergrad Enrollment
Increase Gifts
Establish IdentityBuild Staff Morale
Build Pride – Students & Alumni
Secondary Objectives:
Become More Selective
More Graduate Students
Non-Traditional Populations
Texas A&M University-Kingsville
The FIRST CHOICEMARKETING PLAN 2002-2005
Three-Year Goals & Objectives
Goal 1: Increase EnrollmentIncrease Enrollment
Texas A&M University-Kingsville
The FIRST CHOICEMARKETING PLAN 2002-2005
Three-Year Goals & Objectives
Goal 2: Develop an ImageDevelop an Image
Texas A&M University-Kingsville
The FIRST CHOICEMARKETING PLAN 2002-2005
Three-Year Goals & Objectives
Goal 3: Institutionalize MarketingInstitutionalize Marketing
Texas A&M University-Kingsville
The FIRST CHOICEMARKETING PLAN 2002-2005
Three-Year Goals & Objectives
Goal 4: Review & Improve ResearchReview & Improve Research
Texas A&M University-Kingsville
The FIRST CHOICEMARKETING PLAN 2002-2005
Three-Year Goals & Objectives
Goal 5: Increase Alumni MembershipIncrease Alumni Membership
Texas A&M University-Kingsville
The FIRST CHOICEMARKETING PLAN 2002-2005
Three-Year Goals & ObjectivesGoal 1: Increase EnrollmentIncrease Enrollment
Goal 2: Develop an ImageDevelop an Image
Goal 3: Institutionalize MarketingInstitutionalize Marketing
Goal 4: Review & Improve ResearchReview & Improve Research
Goal 5: Increase Alumni MembershipIncrease Alumni Membership
Texas A&M University-Kingsville
The FIRST CHOICEMARKETING PLAN 2002-2005
Goal 1: Increase EnrollmentIncrease EnrollmentIncrease Enrollment from 6076 to 6897Increase First-time Freshman Enrollment from 900 to 1062Increase New Transfer Enrollment from 334 to 425 Increase Retention to 65%Promote Graduate ProgramsIncrease Non-Traditional Opportunities
Goal 1: Increase EnrollmentIncrease Enrollment
Improve Recruitment
Philosophy & Strategy
Expand Recruitment Area
Recruit Community College Transfers
Recruit Better Prepared Students
QualityQuality
Marketing Message:
Research
Pharmacy
New
Engineering
Tradition
Agriculture
Values
Music
Culture
Teacher Education
The Future
Year 1
ValueValue
Marketing Message:
Tuition / Financial Aid
Pharmacy
Unique
Research
Quality
ProfessionalStudies
Opportunity
GraduateStudies
Advancement
Year 2
TraditionTradition
Marketing Message:
Durable Quality
Pharmacy
EliteOpportunity
Engineering
Heritage/Respect
Research
EnhancedQuality
Legacy
Long Term/Javelinas
Year 3
Texas A&M University-Kingsville
The FIRST CHOICEMARKETING PLAN 2002-2005
Goal 2: Develop an ImageDevelop an ImageUpgrade and Enforce Graphic Standards;
Create BrandImprove Morale
Improve Information and AccessImprove Employee Orientation;
Conduct Annual RefreshersConduct Internal Marketing CampaignIncrease Recognition and Involvement
Integrate Internal & External Communications
Goal 2: Develop an ImageDevelop an Image
Overcome Name Change
Philosophy & Strategy
Establish Clear Identity
Develop a Brand & Market Position
Get Employee Buy-in
Consistent Graphic Standards
Texas A&M University-Kingsville
The FIRST CHOICEMARKETING PLAN 2002-2005
Goal 3: Institutionalize Institutionalize MarketingMarketing
Add or Appoint a Marketing Officer
Continue Integrated Marketing Teamfor Recommendations and Evaluation
Increase Coordination amongKey Marketing Components
Meet the Challenge; Accept Change
Philosophy & Strategy
Focus on Key Strengths
Target most likely Audiences
Coordinate Efforts
Administer Tactically
Goal 3: Institutionalize Institutionalize MarketingMarketing
Evaluate & Revise
Texas A&M University-Kingsville
The FIRST CHOICEMARKETING PLAN 2002-2005
Goal 4: Review & ImproveReview & ImproveResearchResearch
Regularly conduct surveys of all key Internal and External constituents
Obtain more information about attitudes and opinions of high school counselors and seniors
Conduct annual Climate Study of Internal Constituents; Make improvements annually
Need Good Information
Philosophy & Strategy
Update Frequently
Set Priorities Accordingly
Fine Tune Targets
Fund Appropriately
Goal 4: Review & ImproveReview & ImproveResearchResearch
Texas A&M University-Kingsville
The FIRST CHOICEMARKETING PLAN 2002-2005
Goal 5: Increase AlumniIncrease AlumniMembershipMembership
Increase membership from 400 to 1650
Increase Clerk to full-time; Add a F–T AssistantRevise & manage mailing list databaseConduct consistent communications
Texas A&M University-Kingsville
The FIRST CHOICEMARKETING PLAN 2002-2005
Goal 5: Increase AlumniIncrease AlumniMembershipMembership
Develop Formal Alumni Chapters in Key Cities
Increase Alumni giving to $50,000 to $200,000
Ultimately, the Alumni Association should again become an Independent Organization
Get them Upbeat
Philosophy & Strategy
Get their Referrals
Increase their Involvement
Increase their Giving
Target Strategically
Goal 5: Increase AlumniIncrease AlumniMembershipMembership
Texas A&M University-Kingsville
MARKETING PLAN 2002-2005
The FIRST CHOICE
Thanks to Rene Echavarri, of theA&M-Kingsville Office of Public Affairs,for the PowerPoint background.
Original graphics by Richard Christian.
Marketing Plan, PowerPoint Presentation, and Dancing Javelina by Jim Dalglish.
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