BUILDING A COMPREHENSIVE MARKETING PLAN

Texas A&M University Writing Center presents

THE PLANPart I of “Building a Comprehensive Marketing Plan.”

NO RANDOM ACTS OF MARKETINGThe plan will guide your choices.

Events: 20-1000 attendees at each

Twenty New Student Conferences--70 flyers at eachTwo New Graduate Student OrientationsInternational Student OrientationNew Faculty Orientation ALEC (department) New Student OrientationEnglish Graduate Teaching Assistant OrientationGig ‘Em Week Open HouseStudent Organization Open HouseCorps of Cadets Open HouseAccess Learning Community Resource FairRA Resource FairValentine and Halloween Booth

Informal surveys at events

Ex. Valentine’s booth. Surveyed approximately 75 students over a period of two days.

Web usage: Google Analytics

2009 (approximately). 148,686 visitors . 184,814 visits . 112,028 views for handouts section.

Referral source statistics. 44% Search engines . 39% Referring sites . 17% Direct (people typing in URL, or UWC employees using site as home page)

Since 2008.Visits increased 54.10% . Visitors increased 58.81% . Page views increased 35.64%

iTunes University

In March 2009, there were 614 downloads for the Write Right podcast; in October 2009 there were 3640.

Our total downloads for October, including Write Away, was 5194--up from 1600 or so in March.

If we include the number of podcast previews, our total listeners would equal 6946.

Facebook Fans as of April 15, 2010

DESIGNING MATERIALSPart II of “Building a Comprehensive Marketing Plan.”

RHETORICAL SITUATION

First, identify your overall goal. Second, establish the needs of your audience. Third, choose the most effective strategy for reaching both.

CREATING A “LOOK” Develop identity and memory through established visual themes.

MANIFESTATIONPart III of “Building a Comprehensive Marketing Plan”

REACHING FACULTY Teach teachers about teaching writing.

CLEAR, CONCISE, CREATIVEPractice what you preach.

PROMOTING VALUESSharing own sense of what writing should look like.

“Be concise because in the real world your boss is never going to read past the first page.”

– Wendy Boswell, Department of Management

“It’s a lot easier to grade a good paper than a bad one.” – Pat Wiese, Department of Teaching, Learning, and Culture

“The University Writing Center is founded on the idea that all writers benefit from sharing their work with others.”

“Students must feel they’re being heard, not just graded.” – Valerie Balester

REACHING STUDENTSEngage their interest and meet their needs.

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