Agency rfp

.

Overview 1–2 Geographic

Reference Information 3–5 Prospects: Top 10 MD Cities 42

Conversion Rates & Funnels 6 Applicants: Top 10 MD Cities 43

Prospect Questionairre 7–8 Matriculated: Top 10 MD Cities 44

Web Prospects: MD Counties 45

Web Visits 9 Applicants: MD Counties 46

Unique Visitors 10 Matriculated: MD Counties 47

Average Visit Duration 11 Applicants: US State 48

Bounce Rate 12 Applicants: Non-US Countries 49

Pages Per Visit 13 Matriculated: Non-US Countries 50

Pageviews 14 Enrollment Funnel

Visits by Month 15 Prospects: Timeline 03–12 51

Unique Visits by Month 16 Prospects: Timeline 09–12 52

Average Visit Duration by Month 17 Prospects: Timeline 10–12 53

Bounce Rate by Month 18 Prospects: Year Over Year 54

Pages Per Visit by Month 19 Applicants: Timeline 06–12 55

Pageviews by Month 20 Applicants: Year Over Year 56

MBA Homepage Bio Demo 21 Stealth Applicants by Term 57

MBA Homepage Visitors by State 22 Matriculated Year Over Year 58

MBA Homepage Audience Profile 23 Subplan

Sex Subplan by Status 59

Sex: Prospects 24 Conversion Intervals

Sex: Applicants 25 Prospect to Applicant: Months 60

Sex: Matriculated 26 Applicant to Matriculated: Months 61

Sex: Enrolled 27 Prospect to Matriculated: Months 62

Race Conversion Intervals by Status/Term 63

Race: Prospects 28 Enrollment

Race: Applicants 29 Term: Online 64

Race: Matriculated 30 Term: Face-To-Face 65

Race: Enrolled 31 Term/Age/Delivery (Fall 12) 66

Age Term/Gender/Delivery (Fall 12) 67

Age: Prospects 18–55 by Age 32 Term/Delivery /Gender/Credits (Fall 12) 68

Age: Prospects 18–55 by Term 33 Term/Race 69

Age: Applicants 18–55 by Age 34 Term/Delivery/MD/City (Fall 12) 70

Age: Applicants 18–55 by Term 35 Term/Sub-Plan/Delivery (Fall 12) 71

Age: Applicants by Year 36 Past Marketing

Age: Matriculated 18–55 by Age 37 MGH Online Results July '12 72–75

Age: Matriculated 18–55 by Term 38 Tuition & Fees Comparison 76

Age: Matriculated by Year I 39 MGH Campaign Analysis: Web Traffic 77–78

Age: Matriculated by Year II 40 MGH Media Schedules

Age: Enrolled to 55 41 Fiscal 2008–09 79

Fiscal 2009–10 80

Fiscal 2010–11 81

Summer 2012 82

Millennial Notes 83–86

Table of Contents

OVERVIEW

Introduction

University of Baltimore and Towson University began jointly offering the UB/Towson MBA degree program

in 2006. Prospect volume has trended upward since; however applications and enrollments have been in

decline since at least 2009.

While the decline in applications and enrollments can be attributed to many factors, this request for

proposal seeks to address marketing-centric factors, specifically branding, creative, media strategy and web

presence.

RFP recipients are asked to participate in a preliminary review meeting with the program team

within one week of receiving this document. In addition, RFP Recipients are asked to respond

within four weeks with an in-person presentation to the program team at a mutually convenient

date, time and location. Extensive data is summarized and attached to provide a strategic

foundation for presentation preparation.

An open and ongoing dialog throughout the four-week preparation process is encouraged, and the

point of contact for all questions is listed below.

A decision will be rendered by the program team within two weeks of the final presentation.

Point of Contact

Jesse Trahan Director of Graduate Marketing Towson University 410-704-2025 [email protected]

1

Branding

Issue: The program’s current designation as “UB/Towson MBA” (or any variant incarnations) is bland and uninspired. Alumni who participated in MBA redesign focus groups related issues with placing it on their resumes including out-of-state employers asking “What is the ub tow son MBA?”

Visually, the juxtaposition of our two university logos next to the name is awkward and needs to be treated in such a way as to double the program’s effectiveness and enhance its brand equity.

Objective: A standalone identity (name and mark) for the program with caché and gravitas that combines both University names and strongly references the program’s contemporary nature and dual Baltimore locations. For example:

The Baltimore MBA University of Baltimore / Towson University

Requested: 1–3 program names and accompanying marks, at least one of which should be a combination of UB’s “sliced quad” and TU’s “banners”

Creative

Issue: Historically, messaging and visuals have been driven by short-term goals (increasing enrollment in the next 1–2 terms) and thus have lacked continuity. Messaging, tone, and visuals were produced with little audience insight from the universities.

Objective: Develop a multi-year evolutionary campaign that communicates the program’s most prominent strengths and differentiators using language and imagery that is customized to our audience(s) as defined in the accompanying overview and detailed analysis.

Requested: 1-3 campaign concepts with accompanying radio script, print advertisement and banner advertisement samples

Media

Issue: Historically, media strategy has been driven by short-term (upcoming 1-2 terms) goals and as such has lacked continuity and university-provided target audience insight. Past media plans may be referenced on pages XXX-XXX.

Objective: Develop an annual media strategy that is customized to our audience(s) as detailed in the Data Summary below. Provide detailed ROI reporting including recommendations for optimization, experimentation and new opportunities, on a monthly basis with the option to review formally via conference call or meeting.

Requested: Media strategy and schedule for the remainder of this fiscal year ($94,000) and the upcoming fiscal year ($130,000)

Web Presence

Issue: The web site has not been refreshed for two years.

Objective: Develop a new web site that is customized to our audience(s) as detailed in the Data Summary below and representative of the branding and creative outlined above.

Requested: 1–3 home page treatments, an outline of your web (re)design process, and relevant examples of finished products

2

REFERENCE INFORMATION

Online & On-Campus

Students can complete the entire degree online, but only with a general specialization because not all specialization

elective courses are offered online.

Students may take all fundamental and core courses at either university. However, these courses switch between

semesters. For example, UB will offer MGMT 600 in the fall and Towson will offer it in the spring. A student could

conceivably take all the core and fundamental courses on one campus.

An elective course is usually offered at the campus that has a teaching proficiency in it. It is doubtful a student could

finish their elective at one on-campus location.

SWOT Analysis

STRENGTHS OPPORTUNITIES

AACSB Accredited Increase in 18–24 segment

Less expensive than Johns Hopkins and UMCP

Increase in face-to-face students

Competitively priced with Loyola Alumni success

Racially diverse student body Employer affinity

2 campuses Upcoming curriculum redesign

Any combination of face-to-face, part-time, online, full-time

Cost positioning against Loyola, Johns Hopkins and UMCP

Strong Baltimore City/County-sourced student body

Brand positioning against UMUC, Frostburg and Mt. Saint Mary’s

More brand equity than UMUC, Frostburg and Mt. Saint Mary’s

WEAKNESSES THREATS

Inconsistent marketing Contracting enrollment funnel

Similar in cost to Loyola Dual university confusion, apprehension

Many specializations unavailable online Decrease in online students

Weak presence outside of MD Lack of out-of-state recognition

More expensive than UMUC, Frostburg and Mt. Saint Mary's

Lengthening prospect-to-applicant timelines

Less brand equity than Loyola, Johns Hopkins and UMCP

Frostburg's accreditation, online option, aggressive marketing

Decrease in stealth applications

Decrease in 30–34 segment

3

Data Summary

Sex: Applicants (26)

Males prefer part-time (strongest overall segment) both online and face-to-face (69)

Females prefer part-time overall, but full time when face-to-face (69)

Feb 2006–Oct 2012: 52% Male, 46% Female

Oct 2011–Oct 2012: 54% Male, 45% Female

Race: Applicants (30)

Whites have been steadily increasing, with a decline in 2009

Blacks, Asians and Hispanics peaked in 2009 and have been declining since

Blacks had a strong resurgence in Fall 2012 (perhaps an anomaly) Feb 2006–Oct 2012: 41% White 27% Black 18% Blank 13% Asian

Oct 2011–Oct 2012: 49% White 30% Black 11% Blank 10% Asian

Age: Applicants (35-37)

Feb 2006–Oct 2012: 10% 18–24 39% 25–29 26% 30–34 12% 35–39 6% 40–44 3% 45–49 2% 50–55

Oct 2011–Oct 2012: 27% 18–24 39% 25–29 16% 30–34 8% 35–39 5% 40–44 2% 45–49 2% 50–55

Top 10 Maryland Cities (43-45)

Feb 2006–Oct 2012: 1. Baltimore 2. Owings Mills 3. Towson 4. Bel Air 5. Parkville 6. Columbia 7. Ellicott City 8. Cockeysville 9. Abingdon 10. Annapolis

Oct 2011–Oct 2012: 1. Baltimore 2. Towson 3. Owings Mills 4. Bel Air 5. Cockeysville 6. Columbia 7. Annapolis 8. Parkville 9. Ellicott City 10. Abingdon

4

Top 8 Maryland Counties (46-48)

Feb 2006–Oct 2012: 1. Baltimore City 2. Baltimore 3. Anne Arundel 4. Harford 5. Howard 6. Prince George’s 7. Montgomery 8. Carroll

Oct 2011–Oct 2012: 1. Baltimore City 2. Baltimore 3. Anne Arundel 4. Prince George’s 5. Harford 6. Montgomery 7. Howard 8. Carroll

Application Volume & Patterns (56-57)

Due to deadlines, applications in the program ramp up Feb, peaking in Aug and ramp up Sep, peaking in Jan (57)

Delivery Mode (65-69)

Face-to-face enrollment is greater than online enrollment by an approximate ratio of 5–4 (67)

Online enrollment ramped up to a 2010 peak, and has declined since (65)

Face-to-face enrollment ramped up to 2008, declined 2009-2010, and ramped back up 2011-12 (opposite of online) (66)

Distance--Top Maryland Cities (43-45, 71)

Distance does not appear to be a delivery method factor

City Approximate Ratio

Face-To-Face Online

Baltimore 5 4

Owings Mills 8 7

Towson 7 5

Parkville 4 3

Bel Air 3 2

Ellicott City 1 1

Cockeysville 2 1

Columbia 8 7

Annapolis 1 1

Abingdon 1 2

Sub-Plans by Delivery (60, 67-69, 72)

Top 3 specializations, after “general,” are finance, marketing, and health management

Finance is more popular face-to-face 2–1

Marketing is more popular face-to-face 3–2

Health management is more popular face-to-face 2–1

5

UB/Towson University

MBA Enrollment Funnels

Term Prosps PApps CApps Admits Accepts Enrolls Denies Term Prosps PApps CApps Admits Accepts Enrolls Denies

FA09 986 423 271 236 182 156 35 SP09 630 265 182 162 115 110 20

FA10 810 393 253 214 160 145 39 SP10 604 211 128 112 95 88 16

FA11 1317 414 221 183 127 121 38 SP11 752 231 141 122 84 78 19

FA12 1873 397 210 161 125 104 49 SP12 718 250 140 117 90 85 23

Term Prosps PApps CApps Admits Accepts Enrolls Denies Term Prosps PApps CApps Admits Accepts Enrolls Denies

FA09 100% 43% 64% 87% 77% 86% 13% SP09 100% 42% 69% 89% 71% 96% 11%

FA10 100% 49% 64% 85% 75% 91% 15% SP10 100% 35% 61% 88% 85% 93% 13%

FA11 100% 31% 53% 83% 69% 95% 17% SP11 100% 31% 61% 87% 69% 93% 13%

FA12 100% 21% 53% 77% 78% 83% 23% SP12 100% 35% 56% 84% 77% 94% 16%

Prosps

CApps

Accepts

FA10 Funnel

Prosps

CApps

Accepts

FA09 Funnel

Prosps

CApps

Accepts

FA11 Funnel

Prosps

CApps

Accepts

FA12 Funnel

FA09

FA10

FA11

FA12

Denies Funnel

Prosps

CApps

Accepts

SP10 Funnel

Prosps

CApps

Accepts

SP09 Funnel

Prosps

CApps

Accepts

SP11 Funnel

Prosps

CApps

Accepts

SP12 Funnel

SP09

SP10

SP11

SP12

Denies Funnel

6

Online Question to Prospects (Info Request Form)

What are the three most important factors to you in selecting an

MBA program? (please select only three)

Choices

AACSB Accreditation

Career Services

Cost

Number of Specializations Available

Online and On-Campus Learning

Reputation / Ranking

291 Population

261 Sample Size

99% Confidence Level

3% Confidence Interval

Votes Feature Percentage*

183 Cost 70%

140 AACSB Accreditation 54%

135 Online / On-Campus 52%

101 Career Services 39%

101 # Specializations 39%

84 Reputation / Ranking 32%

*Based on the population and sample size we can say with 99%

confidence that the response percentages are accurate within 3%

7

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Cost AACSB Accreditation Online / On-Campus Career Services # Specializations Reputation / Ranking

MBA Selection Most Important Factors

*Based on the population and sample size we can say with 99% confidence that the response percentages are accurate within 3%

8

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0

Visits

9

-

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

Unique Visitors

10

0:00:00

0:00:43

0:01:26

0:02:10

0:02:53

0:03:36

0:04:19

Avg. Visit Duration

11

0%

10%

20%

30%

40%

50%

60%

70%2

008

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6

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7

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8

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9

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0

Bounce Rate

12

-

1.00

2.00

3.00

4.00

5.00

6.00

Pages Per Visit

13

-

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

50,0002

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12.1

0

Pageviews

14

-

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

11,000

12,000

13,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Visits by Month

2009 2010 2011 2012

15

-

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000


Unique Visits by Month

2009 2010 2011 2012

16

0:00:00

0:00:43

0:01:26

0:02:10

0:02:53

0:03:36

0:04:19


Average Visit Duration by Month

2009 2010 2011 2012

17

0%

10%

20%

30%

40%

50%

60%

70%


Bounce Rate by Month

2009 2010 2011 2012

18

-

1.00

2.00

3.00

4.00

5.00

6.00


Pages Per Visit by Month

2009 2010 2011 2012

19

-

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

50,000


Pageviews by Month

2009 2010 2011 2012

20

MBA Homepage as of Nov 30, 2012

© 2011 Quantcast Corporation. All Rights Reserved.

Confidential.

Siteographics Categories of sites that your visitors view online

Similar Audience Websites within our Quantified Publisher program that your visitors also view

Affinity represents comparison to average internet site (1 = average) Index represents comparison to US internet audience (100 = average). Data is representative of unique cookies.

Category Affinity

politics & commentary 2.12

science/nature 1.82

fantasy sports 1.76

regional/local news 1.62

fashion/cosmetics 1.53

career resources 1.50

science & technology 1.48

technology 1.48

nonprofit 1.44

online trading 1.44

business news & info 1.42

reference 1.42

commerce - food 1.42

news 1.40

news/information 1.39

Site Site Reach Affinity

wbal.com 246,621 193.06

wbaltv.com 565,312 174.69

foxbaltimore.com 170,729 126.77

abc2news.com 405,682 114.40

hot995.com 130,003 99.89

studentsreview.com 243,190 73.74

search.usnews.com 141,737 61.08

gazette.net 229,320 53.93

insidelacrosse.com 103,930 47.60

fredericknewspost.com 238,299 44.11

usnews.rankingsandreviews.com 3,592,656 35.56

emory.edu 128,706 33.63

nbcwashington.com 751,458 29.37

ethiopianairlines.com 141,104 26.29

brainmass.com 629,779 26.28

Demographic Attribute Composition Index

Gender - Male 49.9% 102

Gender - Female 50.1% 97

Age - 18-24 18.2% 138

Age - 25-34 23.0% 111

Age - 35-44 24.9% 91

Age - 45-54 20.7% 92

Age - 55-64 9.4% 85

Age - 65+ 3.7% 65

Head of HH Education - No College 34.3% 76

Head of HH Education - College 46.5% 114

Head of HH Education - Grad. School 19.2% 133

Ethnicity - Cauc. 73.2% 96

Ethnicity - Afr. Am. 11.8% 129

Ethnicity - Asian 6.0% 140

Ethnicity - Hisp. 7.6% 80

Ethnicity - Other 1.5% 104

HH Income - $0-50k 47.8% 94

HH Income - $50-$100k 28.9% 99

HH Income - $100-$150k 13.1% 108

HH Income - $150k+ 10.2% 121

21

Where are MBA Customers?

• 50% of the converting audience is located in Maryland.

• Maryland, District of Columbia, and Delaware have the highest index for making a purchase.

• Quantcast’s campaign optimization dynamically adjusts to find users within locations of high concentration.

© 2011 Quantcast Corporation. All Rights Reserved. Confidential.

22

© 2011 Quantcast Corporation. All Rights Reserved. Confidential.

Audience Is: Female Age 25-44 Caucasian and Asian HHI $0-50k Audience is Interested in: Politics & Commentary Science/Nature Fantasy Sports Regional/Local News Audience is Strong in : Maryland District of Columbia Delaware

Audience Is Not: Male Age 65+ Hispanic HHI $100-150k Audience is not Interested in: Kids Computer Software Games-Online Play Teen Communities Audience is not strong in: Missouri Wisconsin Arizona

MBA– Homepage Audience Profile

23

F 6%

M 6%

(blank) 88%

Sex: Prospects Sum of #

Pros Yr.Mo

24

F 45%

M 54%

(blank) 1%

Sex: Applicants Sum of #

App Yr.Mo

25

F 43%

M 56%

(blank) 1%

Sex: Matriculated Sum of #

Matr Yr.Mo

26

F 42%

M 57%

(blank) 1%

Sex: Enrolled Sum of #

Matr Term Enr

27

ASIAN 1%

BLACK 3%

HISPA 0%

WHITE 5%

(blank) 91%

Race: Prospects Sum of #

Pros Yr.Mo

28

ASIAN 10%

BLACK 30%

HISPA 0%

WHITE 49%

(blank) 11%

Race: Applicants Sum of #

App Yr.Mo

29

ASIAN 8%

BLACK 21%

HISPA 0%

WHITE 63%

(blank) 7%

Race: Matriculated Sum of #

Matr Yr.Mo

30

ASIAN 7%

BLACK 19%

HISPA 0%

WHITE 66%

(blank) 7%

Race: Enrolled Sum of #

Matr Term Enr

31

17

8

14

41

93

100

114

96

92

60

50

44

52

44

36

25

19

24

19 21

14

22 23

12 15

11

17 17 15

11 12

8 11

6 4 3

14

4

0

20

40

60

80

100

120

18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55

Age: Prospects 18-55 Core Range: 22–26

Age

Sum of #

Pros Yr.Mo

32

0

20

40

60

80

100

120

140

18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55

Age by Term: Prospects 18-55 Prospects Skewing Younger Over Time

1104

1114

1124

Pros Term

Age

Sum of #

33

3 1 2

7

27

51

84

68

65

39

31

43

31 30

26

9

20

14 13

16

6 7 8 9

4 6 7 6

1

5 4 2 1 2 1

4

7

0

10

20

30

40

50

60

70

80

90

18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54

Age: Applicants 18-55 Core Range 23–26

Age

Sum of #

App Yr.Mo

34

0

10

20

30

40

50

60

70

18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55

Age: Applicants 18-55 Core Range 26-30

1104 1114 1124

App Term

Age

Sum of #

35

1% 3%

11%

22% 28%

41%

47%

45%

41%

36%

58%

50% 43%

37% 36%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2008 2009 2010 2011 2012

Age: Applicants

<25 25-29 30+

36

1 1

14

35

66

55

43

33 34

30 30

13

19

13

23

14 12

7 9

4 6

5 4

5 5 6

2

6

3 3 3 1

2 3

0

10

20

30

40

50

60

70

20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 51 52 53 54

Age: Matriculated 18-55 Core Range: 23–26

Age

Sum of #

Matr Yr.Mo

37

0

5

10

15

20

25

30

20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 50 51 52 53 54 55 56

Age: Matriculated 18-55 Core Range: 27-30

1104 1114 1124

Matr Term

Age

Sum of #

38

0

5

10

15

20

25

30

35

40

45

50

20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 63 70

Age: Matriculated

2008 2009 2010 2011 2012

Matr Yr

Age

Sum of #

Matr Mo

39

1%

9%

21%

29%

41%

48%

42%

42%

35%

59%

51% 50%

37% 36%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2008 2009 2010 2011 2012

Age: Matriculated

<25 25-29 30+

40

0

5

10

15

20

25

30

35

40

45

21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 44 45 47 48 49 51 52 53 54

Y

Age to 55: Enrolled Skewing younger in later terms

Core Range: 24–26

Enr Age

Sum of #

Matr Term

41

MD Baltimore

MD Silver Spring MD

Towson

MD Columbia

MD Ellicott City

MD Owings Mills

MD Cockeysville

MD Bel Air

MD Laurel

MD Parkville

Top Ten MD Cities: Prospects Sum of #

Pros Yr.Mo

42

MD Baltimore

MD Towson

MD Owings Mills

MD Bel Air

MD Cockeysvill

e

MD Columbia

MD Annapolis

MD Parkville

MD Ellicott City

MD Abingdon

Top 10 MD Cities: Applicants 46% All; 57% MD

Baltimore 28% All; 36% MD

Sum of #

App Yr.Mo

43

MD Baltimore

MD Towson

MD Cockeysvill

e

MD Bel Air

MD Columbia

MD Parkville

MD Annapolis

MD Ellicott City

MD Owings Mills

MD Abingdon

Top 10 MD Cities: Matriculated 50% All; 58% MD

Baltimore 31% All; 36% MD

Sum of #

Matr Yr.Mo

44

MD Baltimore City 41%

MD Baltimore 17%

MD Montgomery 9%

MD Anne Arundel 7%

MD Prince George’s

6%

MD Howard 6%

MD Harford 6%

MD Carroll 3%

MD Counties: Prospects 60% of MD prospects reside in Baltimore/Baltimore City Sum of #

Pros Yr.Mo

45


MD Baltimore 23%

MD Anne Arundel 11%

MD Prince George’s 8%

MD Harford 7%

MD Montgomery 7%

MD Howard 6%

MD Carroll 3%

MD Counties: Applicants 61% of MD applicants reside in Baltimore/Baltimore City Sum of #

App Yr.Mo

46


MD Baltimore 21%

MD Anne Arundel 11%

MD Howard 8%

MD Montgomery 7%

MD Harford 6%

MD Prince George’s 6%

MD Carroll 2%

MD Counties: Matriculated 61% of MD matriculated reside in Baltimore/Baltimore City Sum of #

Matr Yr.Mo

47

USA MD 75%

USA PA 7%

USA VA 5%

USA NY 3%

USA NJ 3%

USA CA 2%

USA DC 2%

USA FL 1%

USA TX 1%

USA NC 1%

Applicants: US State Sum of #

App Term

48

IND, 69

NGA, 46

SAU, 27

CHN, 14

CMR, 12

GBR, 11

PAK, 10

CAN, 7

KEN, 6

GHA, 5

Non-US Countries: Applications Sum of #

App Yr.Mo

49

IND, 4

THA, 3

TUR, 2

NGA, 2 CAN, 1

SWE, 1

IRN, 1

KOR, 1

CHN, 1

BMU, 1

ZMB, 1

NPL, 1

SAU, 1

Non-US Countries: Matriculated Sum of #

Matr Yr.Mo

50

-50

0

50

100

150

200

250

300

350

400

2003

.01

2003

.04

2003

.07

2003

.1

2004

.01

2004

.04

2004

.07

2004

.1

2005

.01

2005

.04

2005

.07

2005

.1

2006

.01

2006

.04

2006

.07

2006

.1

2007

.01

2007

.04

2007

.07

2007

.1

2008

.01

2008

.04

2008

.07

2008

.1

2009

.01

2009

.04

2009

.07

2009

.1

2010

.01

2010

.04

2010

.07

2010

.1

2011

.01

2011

.04

2011

.07

2011

.1

2012

.01

2012

.04

2012

.07

2012

.1

Prospects by Year.Month From Jan 2003 Jun 2012 Omitted (3,365)

51

0

50

100

150

200

250

300

350

400

2009

.01

2009

.02

2009

.03

2009

.04

2009

.05

2009

.06

2009

.07

2009

.08

2009

.09

2009

.1

2009

.11

2009

.12

2010

.01

2010

.02

2010

.03

2010

.04

2010

.05

2010

.06

2010

.07

2010

.08

2010

.09

2010

.1

2010

.11

2010

.12

2011

.01

2011

.02

2011

.03

2011

.04

2011

.05

2011

.06

2011

.07

2011

.08

2011

.09

2011

.1

2011

.11

2011

.12

2012

.01

2012

.02

2012

.03

2012

.04

2012

.05

2012

.06

2012

.07

2012

.08

2012

.09

2012

.1

Prospects by Year.Month from Jan 2009 June 2012 Omitted (3,365)

52

50

100

150

200

250

300

350

400

Prospects by Year.Month from Jan 2010 June 2012 Omitted (3,365)

53

0

50

100

150

200

250

300

350

400


Prospects by Year/Month* No pattern established *June 2012 omitted (3,365)

2010

2011

2012

54

0

20

40

60

80

100

120

14020

06.0

2

2006

.04

2006

.06

2006

.08

2006

.1

2006

.12

2007

.02

2007

.04

2007

.06

2007

.08

2007

.1

2007

.12

2008

.02

2008

.04

2008

.06

2008

.08

2008

.1

2008

.12

2009

.02

2009

.04

2009

.06

2009

.08

2009

.1

2009

.12

2010

.02

2010

.04

2010

.06

2010

.08

2010

.1

2010

.12

2011

.02

2011

.04

2011

.06

2011

.08

2011

.1

2011

.12

2012

.02

2012

.04

2012

.06

2012

.08

2012

.1

Applications by Year/Month

55

0

20

40

60

80

100

120

140


Applications by Year/Month Ramp-Ups: Feb-Aug, Sep-Jan

2007

2008

2009

2010

2011

2012

56

0

5

10

15

20

25

30

35

40

45

50

1063 1064 1072 1073 1074 1082 1083 1084 1092 1093 1094 1102 1103 1104 1112 1113 1114 1122 1123 1124 1132

1

Stealth App by Matr Term

Stealth App Matr Term

Sum of #

57

-

10

20

30

40

50

60

70

80

90

100


Matriculation by Year/Month

2007

2008

2009

2010

2011

2012

58

PROSPECT SUBPLAN APPLICANT SUBPLAN MATRICULATED SUBPLAN

Pros Term (Multiple Items) App Term (Multiple Items) Matr Term (Multiple Items)

Row Labels Sum of # Row Labels Sum of # Row Labels Sum of #

UNDGBUS 1342 UNDGBUS 1341 UNDGBUS 520

FINANCE 965 FINANCE 965 FINANCE 333

GMKTG 435 GMKTG 435 GMKTG 170

INBU 398 INBU 397 INBU 135

MINS 303 MINS 302 HEALTH MGT 125

ENTREP 288 ENTREP 287 ENTREP 101

HEALTH MGT 284 HEALTH MGT 284 LEADERSHIP 99

LEADERSHIP 220 LEADERSHIP 223 MINS 94

HRMG 219 HRMG 219 MBA/PHARMD 84

JMBAWEB 149 JMBAWEB 149 MBA/JD 78

MBA/JD 133 MBA/JD 136 JMBAWEB 67

MBA/PHARMD 123 MBA/PHARMD 123 MBA/MSNURS 55

SPORTSMGMT 95 SPORTSMGMT 95 HRMG 51

MBA/MSNURS 82 MBA/MSNURS 81 SPA 50

BUSSEC 64 BUSSEC 64 SPORTSMGMT 44

SPA 52 SPA 52 BUSSEC 20

MSNUR@UMB 23 MSNUR@UMB 23 MSNUR@UMB 15

SMGMT 17 SMGMT 17 SMGMT 7

E-COMMERCE 13 MBA/JD/UMB 14 MBA/JD/UMB 5

MBA/JD/UMB 11 E-COMMERCE 13 MBA/PHDNUR 5

MBA/PHDNUR 11 MBA/PHDNUR 11 E-COMMERCE 4

PSM 1 PSM 1 PSM 1

Grand Total 5228 Grand Total 5232 Grand Total 2063

59

0

5

10

15

20

25

1063 1064 1072 1073 1074 1082 1083 1084 1092 1093 1094 1102 1103 1104 1112 1113 1114 1122 1123 1124

Months from Pros to App Based on Pros Date & App Term

60

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

1.8

1063 1064 1072 1073 1074 1082 1083 1084 1092 1093 1094 1102 1103 1104 1112 1113 1114 1122 1123 1124

Months from App to Matr Based on App Date & Matr Term

61

0

2

4

6

8

10

12

14

16

18

1063 1064 1072 1073 1074 1082 1083 1084 1092 1093 1094 1102 1103 1104 1112 1113 1114 1122 1123 1124

Months from Pros to Matr Based on Matr Date & Term

62

PROS TO APP BY TERM

Pros Date (Multiple Items)

Row Labels Average of Pros to Months

1063 230 7.65

1064 250 8.35

1072 315 10.49

1073 242 8.08

1074 232 7.74

1082 279 9.31

1083 310 10.34

1084 357 11.91

1092 387 12.92

1093 422 14.08

1094 323 10.75

1102 403 13.42

1103 241 8.02

1104 302 10.08

1112 312 10.40

1113 361 12.03

1114 320 10.67

1122 332 11.08

1123 635 21.16

1124 390 13.01

APP TO MATR BY TERM

App Date (Multiple Items)

Row Labels Average of App to Months

1063 22 0.73

1064 48 1.58

1072 45 1.50

1073 31 1.03

1074 36 1.19

1082 38 1.26

1083 25 0.82

1084 28 0.92

1092 36 1.19

1093 33 1.09

1094 43 1.42

1102 25 0.85

1103 44 1.46

1104 36 1.20

1112 29 0.97

1113 23 0.75

1114 31 1.02

1122 39 1.29

1123 39 1.31

1124 38 1.27

PROS TO MATR BY TERM

Matr Date (Multiple Items)

Row Labels Average of Pros to Months

1063 195 6.48

1064 305 10.15

1072 371 12.37

1073 280 9.34

1074 271 9.04

1082 335 11.15

1083 354 11.79

1084 411 13.72

1092 510 17.01

1093 283 9.43

1094 349 11.63

1102 436 14.55

1103 308 10.27

1104 390 12.99

1112 358 11.94

1113 505 16.84

1114 367 12.22

1122 476 15.88

1123 420 14.00

1124 458 15.26

63

117

198 175

407

445

341

502

640

396

708 721

396

748

554

259

535

377

261

298

0

100

200

300

400

500

600

700

800

1064 1072 1073 1074 1082 1083 1084 1092 1093 1094 1102 1103 1104 1112 1113 1114 1122 1123 1124

Enrollment by Term / Online

Term Section

Sum of #

64

277

365

97

555

751

139

840

802

98

810

687

59

669

741

211

675

866

203

862

0

100

200

300

400

500

600

700

800

900

1000

1064 1072 1073 1074 1082 1083 1084 1092 1093 1094 1102 1103 1104 1112 1113 1114 1122 1123 1124

Enrollment by Term / Face-To-Face

Term Section

Sum of #

65

410 447

230

49 57 13 6

305

382

149

44 31

7 3 0

100

200

300

400

500

600

700

800

900

21-25 26-30 31-35 36-40 41-45 46-50 51-55

Enrollment by Term / Age / Delivery

F2F Online

Age Range

Sum of #

Term Subject

66

0

50

100

150

200

2502

1-2

5

26

-30

31

-35

36

-40

41

-45

21

-25

26

-30

31

-35

36

-40

41

-45

46

-50

21

-25

26

-30

31

-35

36

-40

41

-45

46

-50

21

-25

26

-30

31

-35

36

-40

41

-45

51

-55

21

-25

26

-30

31

-35

36

-40

41

-45

46

-50

21

-25

26

-30

31

-35

36

-40

41

-45

46

-50

51

-55

Full Part Less Than Half Full Part Less Than Half

F M

Enrollment by Term / Gender / Delivery

Gender Full/Part Age Range

Sum of #

Term

67

0

10

20

30

40

50

60

70

80

9021

-25

31-3

5

21-2

5

31-3

5

41-4

5

21-2

5

31-3

5

21-2

5

31-3

5

41-4

5

21-2

5

31-3

5

41-4

5

21-2

5

31-3

5

51-5

5

26-3

0

36-4

0

21-2

5

31-3

5

41-4

5

21-2

5

31-3

5

41-4

5

21-2

5

31-3

5

41-4

5

26-3

0

36-4

0

21-2

5

31-3

5

46-5

0

Full Part Less ThanHalf

Full Part Less ThanHalf

Full Part Less Than Half Full Part Less Than Half

F M F M

F2F Online

Enrollment by Term / Delivery / Gender / Credits

F2F/Online Gender Full/Part Age Range

Sum of #

Term

68

161

422

593 601

651 639 643

44

147

243

321

270

213

245

18

79 99

163 149

131

91

4 16 24 44 37 20 5 0

100

200

300

400

500

600

700

1064 1074 1084 1094 1104 1114 1124 1064 1074 1084 1094 1104 1114 1124 1064 1074 1084 1094 1104 1114 1124 1064 1074 1084 1094 1104 1114 1124

WHITE BLACK ASIAN HISPA

Enrollment by Term / Race

ETHNIC_GRP_CD Term

Sum of #

69

3100

334 276 236 214 185 177 159 115 73

2424

272 199 168 141 186 90 131 94 150 0

1000

2000

3000

4000

5000

6000

Baltimore Owings Mills Towson Parkville Bel Air Ellicott City Cockeysville Columbia Annapolis Abingdon

MD

Enrollment by Ter / Delivery / MD / City F2F Online

STATE CITY

Sum of #

Term

70

0

50

100

150

200

250

300

350U

ND

GB

US

FIN

AN

CE

HEA

LTH

MG

T

GM

KTG

INB

U

MB

A/J

D/U

MB

ENTR

EP

MIN

S

LEA

DE

RSH

IP

MSN

UR

@U

MB

HR

MG

MB

A/P

HA

RM

D

MB

A/J

D

SMG

MT

JMB

AW

EB

BU

SSEC

SPA

SPO

RTS

MG

MT

UN

DG

BU

S

FIN

AN

CE

HEA

LTH

MG

T

GM

KTG

INB

U

MB

A/J

D/U

MB

ENTR

EP

MIN

S

LEA

DE

RSH

IP

MSN

UR

@U

MB

HR

MG

MB

A/P

HA

RM

D

MB

A/J

D

SMG

MT

JMB

AW

EB

BU

SSEC

SPA

SPO

RTS

MG

MT

MB

A/P

HD

NU

R

F2F Online

Enrollment by Term / Sub-Plan / Delivery

F2F/Online Sub-Plan

Sum of #

Term

71

1

UB/Towson Online Summary Report

UB/Towson Online Results - July 2012

Campaign SummaryCampaign Goal:Increase inquiries for the UB/Towson MBA Studies Program

Campaign Flight Dates:May 1, 2012 - July 31, 2012

Campaign Geotarget:Maryland

Campaign Budget:$88,959

The UB/Towson MBA campaign ended on July 31st and resulted in 410 leads and a cost/lead of $212. As a reminder, a lead isconsidered any user who completes a form.

MGH reallocated Undertone's July budget to Quantcast as a response to Undertone's high CPL, and Business Week andMonster.com ended on June 30th.

Although Monster.com, BusinessWeek and Undertone did not run in July, due to a 90 day cookie window, we are still able toreport on conversions/leads in July that were generated from banners running in previous months.

Leads by Source - Campaign Lifetime

Site Name Month Leads Cost Cost/Lead

Google SEM May 30 $2,517.89 $83.93

June 26 $2,784.46 $107.09

July 48 $6,750.47 $140.63

Google SEM Totals 104 $12,052.82 $115.89

Business Week May 9 $5,000.00 $555.56

June 4 $5,000.00 $1,250.00

July 3 $0.00

Business Week Totals 16 $10,000.00 $625.00

Monster May 2 $5,000.00 $2,500.00

June 15 $5,000.00 $333.33

July 3 $0.00

Monster Totals 20 $10,000.00 $500.00

Quantcast Network May 84 $10,000.00 $119.05

June 109 $10,000.00 $91.74

July 60 $15,000.00 $250.00

Quantcast Totals 253 $35,000.00 $138.34

Undertone Network May 5 $10,000.00 $2,000.00

June 5 $10,000.00 $2,000.00

July 7 $0.00

Undertone Totals 17 $20,000.00 $1,176.47

Overall Totals 410 $87,052.82 $212.32

72

2


SEM - Lifetime ResultsThe month of July resulted in 4,475 SEM conversions/actions with 48 becoming leads. The increased SEM budget for July,increased overall leads by 22; however cost/lead also increased to $141 from $107 in June. July cost/conversion was very lowat $1.75.

The Branding campaign resulted in 99% of conversions for the month of July.

UB/Towson MBADate range : 5/1/2012 - 7/31/2012

Date Ranges Impr. Clicks CTR Cost Avg. CPC Conv. Conv. Rate Cost/Conv.

May 12 (5/1/2012 - 5/31/2012) 152,563 470 0.31 % $2,167.53 $4.61 315 67.02 % $10.84

June 12 (6/1/2012 - 6/30/2012) 343,848 1,499 0.44 % $2,782.15 $1.86 1,404 93.66 % $2.32

July 12 (7/1/2012 - 7/31/2012) 751,661 4,665 0.62 % $6,750.47 $1.45 4,475 95.92 % $1.74

Total: 1,248,072 6,634 0.53 % $11,700.15 $1.76 6,194 93.36 % $2.21

The list below ranks the top 5 performing keywords from Google AdWords by conversions. Top keywords include, "TowsonUniversity", "Towson", and "University of Maryland".

Top 5 Keywords - All publishers - Based on Conv.Date range : (5/1/2012 - 7/31/2012)

Keyword Conv.

1 towson university 3,214

2 university of maryland 847

3 towson 670

4 ub towson mba 90

5 towson masters 61

The Dynamic Keyword Insertion ad copy was the top performer for the campaign with 4,230 conversions. Dynamic Insertionallows for a users search term to be placed with the headline of the text ad.

Top 1 Text Ads - All publishers - Based on Conv.Date range : (5/1/2012 - 7/31/2012)

Text Ad Publisher Campaign Ad Group Conv.

1 {KeyWord:UB/Towson MBA program}Get info about admission & applyingto the UB/Towson MBA program.mba.ubalt.towson.edu

AdWords Branding 2012 UB/Towson MBA 4,230

73

3


Banner Campaign - Lifetime ResultsBanner ads resulted in 4,661 conversions and 306 leads for the camaign. Overall CTR has remained the same at 0.04%. Thenumber of leads decreased in July; however cost/lead also decreased.

59% of users converted as a result of clicking on a banner ad, known as Post-Click Conversion. 41% converted after viewing abanner ad and visiting the site at a later time, known as Post-Impression Conversion.

2012 Banner Results

Month Impressions Clicks CTR Conversions Leads CPL

May 3,945,961 1,613 0.04% 1,548 100 $300.00

June 5,260,932 1,843 0.04% 1,741 133 $225.56

July 2,447,143 647 0.03% 1,372 73 $205.48

Totals 11,654,036 4,103 0.04% 4,661 306 $245.10

64% of leads for the campaign were generated by users who downloaded the brochure.

74

4


Creative Summary

The clock creative and the handwritten creative performed similarly based on conversions and CTR. The clock creativeresulted in 57% of leads for the campaign.

Clock Creative

Month Served Impressions Clicks CTR Conversions Leads

May 1,973,457 869 0.04% 798 60

June 2,632,789 982 0.04% 883 74

July 1,237,292 364 0.03% 742 41

Totals 5,843,538 2,215 0.04% 2,423 175

Handwritten Creative

Month Served Impressions Clicks CTR Conversions Leads

May 1,972,504 744 0.04% 750 40

June 2,628,143 861 0.03% 858 59

July 1,239,851 283 0.02% 630 32

Totals 5,840,498 1,888 0.03% 2,238 131

75

Tuition and Fees

Face-To-Face

In-StateUMUC Frostburg Mt St. Mary UB/TU Loyola JHU UMCP

AACSB Accredited x x x x

Credits 42 54 45 54 53 54 54

Per Credit 458$ 327$ 523$ 645$ 895$ 1,114$ 1,425$

Per Credit Fee 15$ 92$ 75$ 83$ -$ -$ -$

Per Semester Fee -$ -$ -$ -$ 25$ 75$ 111$

3 Credit Semester Cost 1,419$ 1,257$ 1,794$ 2,185$ 2,710$ 3,417$ 4,386$



9 Semester Completion 19,866$ 22,626$ 26,910$ 39,330$ 47,660$ 60,831$ 77,949$

Face-To-Face

Out-of-StateMt St Mary Frostburg UMUC Loyola UB/TU JHU UMCP

AACSB Accredited x x x x

Credits 45 54 42 53 54 54 54

Per Credit 523$ 420$ 659$ 895$ 900$ 1,114$ 1,695$

Per Credit Fee 75$ 92$ 15$ 83$

Per Semester Fee -$ -$ -$ 25$ -$ 75$ 111$




9 Semester Completion 26,910$ 27,648$ 28,308$ 47,660$ 53,100$ 60,831$ 92,529$

Online

In-StateFrostburg UMUC Mt St Mary UB/TU Loyola JHU UMCP

AACSB Accredited x x x

Credits 54 42 45 54 54 54

Per Credit 327$ 458$ 523$ 745$ 1,114$ 1,425$

Per Credit Fee 11$ 15$ 75$ 83$ -$ -$

Per Semester Fee -$ -$ -$ 75$ 111$

Online Tuition Charge Per Credit -$ -$ -$ 50$ -$ -$

Online Tuition Charge Per Semester -$ -$ -$ -$ -$ -$

3 Credit Semester Cost 1,014$ 1,419$ 1,794$ 2,635$ 3,417$ 4,386$



9 Semester Completion 18,252$ 19,866$ 26,910$ 47,430$ 60,831$ 77,949$

Online

Out-of-StateFrostburg Mt St Mary UMUC UB/TU Loyola JHU UMCP

AACSB Accredited x x x

Credits 36 45 42 54 54 54

Per Credit 420 523 659 900 1,114 1,425

Per Credit Fee 11$ 75$ 15$ 83$

Per Semester Fee -$ -$ -$ 75$ 111$

Online Tuition Charge Per Credit -$ -$ -$ 50$ -$ -$

Online Tuition Charge Per Semester -$ -$ -$ -$ -$ -$




9 Semester Completion 15,516$ 26,910$ 28,308$ 55,800$ 60,831$ 77,949$

N/A

N/A

76

MGH Campaign Analysis: Web Traffic

Plan Type Date From Date To Visits Impressions Clicks CTR Conversions Radio Begin Radio End Visits ChangeGoogle, Yahoo SEM Dec 08 Aug 09 70,196 7,901,122 4,937 0.06% n/a Oct 13 2008 Nov 04 2008

Nov 24 2008 Dec 04 2008Mar 23 2008 Mar 31 2009 + 21% from forecastApr 13 2009 Apr 23 2009May 11 2009 May 19 2009Jun 01 2009 Jun 09 2009 +154% from Jun 2008

Google, Yahoo SEM Oct 09 Aug 10 92,331 5,044,316 3,577 0.07% n/a Sep 21 2009 Sep 29 2009 +66% from Sept 2008

Oct 08 Aug 09 81,799 Oct 19 2009 Oct 27 2009 +37% from Oct 2008

Change 13% Nov 02 2009 Nov 10 2009 +60% from Nov 2008Jan 11 2010 Jan 19 2010 +21% from Jan 2009Mar 22 2010 Mar 29 2010 +21% from Mar 2009Apr 12 2010 Apr 20 2010 +31% from Apr 2009May 10 2010 May 18 2010 +19% from May 2009May 31 2010 Jun 08 2010Jul 05 2010 Jul 13 2010 -17% from Jul 2009Jul 26 2010 Aug 03 2010

Google SEM Oct 10 Aug 11 89,765 135,809 1,878 1.38% n/a Jun 13 2011 Jul 07 2011 -21% from Jun 2010

Oct 09 Aug 10 92,331 Jul 22 2011 Aug 04 2011

Change -3%

Google SEM May 12 Jul 12 31,554 1,248,072 6,634 0.53% 104 Leads Jul 19 2012 Aug 12 2012 +60% from Jul 2011

May 11 Jul 11 21,978

Change 44%

Baltimore Sun Display Apr 10 Jun 10 26,447 237,725 193 0.08% n/a Apr 12 2010 Apr 20 2010 +31% from Apr 2009

Apr 09 Jun 09 22,105 May 10 2010 May 18 2010 +19% from May 2009

Change 20% May 31 2010 Jun 08 2010 +10% from Jun 2009

Google Display Network Display Apr 10 Aug 10 42,389 892,417 380 0.04% n/a Apr 12 2010 Apr 20 2010 +31% from Apr 2009

Apr 09 Aug 09 42,726 May 10 2010 May 18 2010 +19% from May 2009

Change -1% May 31 2010 Jun 08 2010Jul 05 2010 Jul 13 2010 -17% from Jul 2009Jul 26 2010 Aug 03 2010 -17% from Jul 2009

Undertone Display Oct 10 Nov 10 18,200 1,260,734 467 0.04% 3,691 actions

Oct 09 Nov 09 17,189

Change 6%

Undertone Display Jan 11 625,104 585 0.09% 470

Undertone Display Jun 11 Jul 11 14,150 2,369,094 847 0.04% 191 Jun 13 2011 Jul 07 2011 -21% from Jun 2010

Jun 10 Jul 10 16,134

Change -12% Jul 22 2011 Aug 04 2011

Quantcast Display Oct 11 Nov 11 17,662 2,507,466 2,839 0.11% 443

Oct 10 Nov 10 18,200

Change -3%

Undertone, Quantcast,

Business Week, MonsterDisplay May 12 Jul 12 31,554 11,654,036 4,103 0.04% 4,661 Jul 19 2012 Aug 12 2012

May 11 Jul 11 21,978

Change 44%

77

Site Business Week Site Quantcast Network

Row Labels Sum of Cost Average of Cost/Lead Sum of Leads Row Labels Sum of Cost Average of Cost/Lead Sum of Leads

May 5,000$ 556$ 9 May 10,000$ 119$ 84

June 5,000$ 1,250$ 4 June 10,000$ 92$ 109

July -$ -$ 3 July 15,000$ 250$ 60

Grand Total 10,000$ 602$ 16 Grand Total 35,000$ 154$ 253

Site Google SEM Site Undertone Network


May 2,518$ 84$ 30 May 10,000$ 2,000$ 5

June 2,784$ 107$ 26 June 10,000$ 2,000$ 5

July 6,750$ 141$ 48 July -$ -$ 7

Grand Total 12,053$ 111$ 104 Grand Total 20,000$ 1,333$ 17

Site Monster Site (All)


May 5,000$ 2,500$ 2 May 32,518$ 1,052$ 130

June 5,000$ 333$ 15 June 32,784$ 756$ 159

July -$ -$ 3 July 21,750$ 78$ 121

Grand Total 10,000$ 944$ 20 Grand Total 87,053$ 629$ 410

78

Fiscal Year 2009

MGH Media Schedule

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Size (000) CPM 1x Net Cost 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 # Ads Total

PRINT $21,960.00

City Paper

-weekly paper, publishes every Wednesday* 1/2 pg BW 91 $12 $1,125.00 15 29 3 4 1 6 3 1 29 8 9 $10,125.00

Baltimore Business Journal

-weekly paper, publishes every Friday**

-1/4 page ads - Far Forward (2009) 1/4 pg Square BW 19 $125 $2,367.00 6 3 8 5 31 5 $11,835.00

RADIO $49,388.40

Broadcast

-Includes the following elements on WWMX, JACK, WYPR $2,743.80 18 $49,388.40

-7 a.m. fixed spot M, W, F / 7 a.m. fixed :10 BB following spot (WWMX)

-8 a.m. fixed spot M, W, F (JACK)

-6 a.m. - 9 a.m.spot M, W, F (WYPR)

-6a-10p rotator, 10 spots per week M-Su (7 spots on WYPR)

INTERACTIVE $21,500.00

E-Mail Blast***

-APRIL e-mail to people living in MD that requested info on MBA programs $5,000.00 1 $5,000.00

-JUNE e-mail to people living in MD that requested info on MBA programs $5,000.00 1 $5,000.00

Google Ad Words

-continue to bid on key words on google.com $1,000.00 10 $10,000.00

Yahoo Ad Words

-continue to bid on key words on yahoo.com $150.00 10 $1,500.00

ADDITIONAL COSTS $58,000.00

MGH Fee $33,500.00 1 $33,500.00

"Click-through" tracking fees $500.00 1 $500.00

Radio Production (one spot)

-Spot Production $6,000.00 1 $6,000.00

-Union Talent $5,000.00 1 $5,000.00

-MGH hours to concept & produce $5,000.00 1 $5,000.00

Print Production (two concepts)

-MGH hours to concept & produce $6,500.00 1 $6,500.00

-Stock Images $1,500.00 1 $1,500.00

Grand Total - NET $150,848

NOTES:

-*Must be booked before 12/1 rate card change to secure rate. If booked afterwards, add 5%.

-**Based on a 5% increase over 2008 final rates. 2009 rates will be finalized Jan 1, 2009.

-***Final e-blast costs TBD. Will be from $3,000-$5,000 net each.

September '08 October '08 March '09 April '09February '09November '08 December '08 January '09 August '09July '09June '09May '09

79

Fiscal Year 2009

MGH Media Schedule

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31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 1 8 15 22 28 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 # Ads Total

RADIO $39,011.48

Broadcast

-Includes the following elements on WWMX, JACK, WYPR 20 $39,011.48

-8 a.m. fixed spot M, W, F / 8 a.m. fixed :10 BB following spot (WWMX)

-7 a.m. fixed spot M, W, F (JACK)

-6 a.m. - 9 a.m. spot M, W, F (WYPR)

-6a-10p rotator, 10 spots per week M-Su (7 spots on WYPR)

INTERACTIVE $40,430.00

Google Ad Words

-continue to bid on key words on google.com 11 $12,500.00

Yahoo Ad Words

-continue to bid on key words on yahoo.com 11 $5,000.00

Facebook

-advertise to Adults 25-54 in the Baltimore & HLLY markets 9 $6,750.00

Linked In

-advertise to Adults 25-54 in the DC & Philly markets 9 $4,500.00

Google Content Network

-banner campaign 5 $4,000.00

Baltimore Sun Homepage Cube

-banner campaign 10 $7,680.00

-2 days in April, May, June, July & August (10 days total) prior to info sessions

Google Content Network


April '10Mar-10 August '10July '10June '10May '10September '09 October '09 December '09 January '10 Feb-10November '09

80

Fiscal Year 2009

MGH Media Schedule

Impressions 27 4 11 18 25 1 8 15 22 30 7 14 21 27 3 10 17 24 31 7 14 21 28 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 Total

INTERACTIVE

Google Ad Words


Undertone

-Rich Media banner campaign to MD / HLLY 5,095,542 5 $40,000.00

-Targeted to A22-29 with focus on business, career, education

Facebook

-advertise to Adults 22-29 in Maryland & HLLY DMA $10,000.00

Baltimore Sun Homepage Cube


October '10 November '10 July '11 August '11December '10 January '11 February '11 April '11March'11 June '11May '11

81

Fiscal Year 2009

MGH Media Schedule

Impressions 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 Total

Interactive

Google Ad Words


Undertone

- Demo, behavior and site targeting - state of MD 3,252,033 3 $20,343.00

Quantcast

- Look alike modeling - state of MD 6,363,636 3 $35,343.00

Business Week

- Run of B Schools geo to MD 409,250 2 $10,343.00

- ROS geo to MDBaltimore Sun Homepage Cube

Monster

- Run of Monster channels - geo to MD 1,416,667 2 $10,344.00

- Job search results

Radio

WIYY, WPOC, WZFT, WLIF $29,865.00


August '12July '12June '12May '12

82

Millennial Notes Extracted from Pew Research Center’s

Millennials: A Portrait of Generation Next (2010)

Personality o 80% believe that they are “very important” and theirs is a unique generation o 57% say that they had volunteered in the past 12 months o Confident, self-expressive, liberal, upbeat and open to change o More ethnically and racially diverse o Respect their elders

Majority say that the older generation is superior to the younger generation when it comes to moral values and work ethic

Technology o Steeped in digital technology and social media o Treat their multi-tasking hand-held gadgets almost like a body part o 94% have a cell phone, 41% of whom have no landline o 88% use their phones to text o More than eight-in-ten say they sleep with a cell phone glowing by the bed o Two-thirds admit to texting while driving o 59% cite the internet as their main source for news

Sites used for news and info: yahoo 20%, CNN 18%, Google 10%, msn 7% o One-third watched video online and one-third posted to an online profile in the past 24 hours o 24% cite technology use as what makes their generation distinctive o 14% use twitter

Self-expression o Embrace multiple modes of self-expression o Three quarters have created a profile on a social networking site o Four-in-ten have a tattoo (half of those with tattoos have two to five and 18% have six or more)

70% say their tattoos are hidden beneath clothing o One-in-four have a piercing in some place other than an earlobe o One-in-five have posted a video of themselves online o Most have placed privacy boundaries on their social media profiles

Education o On track to emerge as the most educated generation ever o Three-quarters are attending school o Half want to go on to earn a graduate or professional school degree o Half are not college grads and not currently in school—35% say they don’t have enough time, 35% say they don’t have enough

money o 40% still in college, high school or trade school

Employment o 85% older Millennials (25 to 29) enrolled in school do not work; 10% work full time, 5% part time o 81% younger Millennials enrolled in school do not work; 20% work full time and 9% work part time o 63% have full- or part-time jobs o 25% work and are not enrolled in school o 24% work and are enrolled in school

10% work and study full time o 11.5% of 18- to 29-yearolds are unemployed (22.1 % for blacks) or out of the workforce (The Examiner, 1/4/13)

14% work part time and study o Far more likely than older workers to say they are likely to switch careers or to change employers sometime in their work lives

Lifestyle o 69% say they recycle paper, plastic or glass at home o More than half say they got some kind of vigorous exercise in the past 24 hours; men much more likely o More than half say they have a close friend or family member who is gay; women much more likely o Less likely than older generations to watch TV

Family o Place parenthood and marriage far above career and financial success o Get along well with their parents o 47% live with other family members such as parents o 31% lived with one parent growing up; 61% were raised by both parents o Markedly less likely to be married or to have children than earlier generations were at comparable ages

Living arrangements o More likely than others had been at same stage of life to be cohabiting with partner, living with roommate

83

http://washingtonexaminer.com/youth-unemployment-11.5-percent-22.1-percent-for-young-blacks/article/2517561#.UOxAAeTAca8



o Whether married or single, less likely than boomers at the same age to both be parents and be living in the same household with their child or children

o Markedly less likely to live in rural areas (14% rural, 32% central city) than older Americans were at comparable ages

Finance o More upbeat than elders about their own economic futures and overall state of the nation o Nine in-ten either say that they currently have enough money or that they will eventually meet their long-term financial goals,

but just 31% say they earn enough money to lead the kind of life they want o Financially optimistic in the face of tough times--88% think they will be able to earn enough in the future o 36% depend on their parents or other family for financial assistance o Only generation of the last 4 not to cite work ethic as a principal claim to distinctiveness o Cite older generations as superior in work ethic, moral values, respect for others

Politics o The most likely of any generation to self-identify as liberals, and of any age group as democrats o Significantly more liberal than other generations in terms of social values o More satisfied than elders with the way things are going in this country o The only generation to favor the legalization of gay marriage 50% to 36% o Somewhat more supportive of efforts to ensure equal rights than are members of older age groups o 6 in 10 say immigrants strengthen the country o 45% support improving the position of blacks and other minorities “even if it means giving them preferential treatment” o Backed Obama 2-1 in ’08 and ‘12 o Less likely to have served in the military

Religion o ¼ unaffiliated with any particular faith o Attend religious services less often than older Americans o Fewer say that religion is very important in their lives o Beliefs about life after death, existence of heaven, hell, miracles closely resemble beliefs of older people today o More inclined to see evolution as the best explanation of human life o Less prone to see Hollywood as threatening their moral values

Outlook o Wary of people and human nature, trusting in institutions o Two-thirds say “you can't be too careful” when dealing with people o Less skeptical than their elders of government o Believe government should do more to solve problems

84



1%

9%

15%

15%

20%

21%

30%

52%

becoming famous

having lots of free time

being successful in a high-paying career

living a very religious life

owninging a home

helping others in need

having a successful marriage

being a good parent

Life's Priorities

don't know, 6%

already graduated

from college, 19%

have no plans to graduate

from college, 31%

plan to graduate

from college, 44%

% Of Millennials Who…

85



59%

32%

23%

22%

5%

34%

46%

40%

63%

60%

6%

19%

33%

14%

34%

More single women having children

More gay couples raising children

More mothers of young children working outside thehome

More people living together without getting married

More people of different races marrying each other

Millennials Assess Trends In Marriage And Parenting % Saying The Trend Is A …

Bad Thing No Difference Good Thing

42% 40% 10% 8%

The Influence of Government and Business Which of these do you think has the most influence over

how you live your life these days?

Business Corporations Government Both Don't Know

86

Documents

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