2010-11 Integrated Marketing PlanExecutive MBA Programs

Debbie MoysychynMay 12, 2010

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Presentation OutlineI. Executive SummaryII. ObjectivesIII. Program StrategyIV. Integrated Marketing PlanV. BudgetVI. Recommendations

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Executive SummaryUCI’s Paul Merage School of Business, the Executive MBA Programs office delivers an on-campus, foundational and comprehensive business education to the working executive with the professional experience to receive information in a focused and compacted fashion.

Originally designed to attract and meet the educational and professional needs of local executives and business leaders, the Executive and Health Care Executive MBA programs remain an integral part of the graduate level offerings at the Paul Merage School of Business.

Currently, a shift to recruit a more senior, experienced executive has been implemented in efforts to raise the stature of the program, ultimately effecting rankings, alumni relations and publicity in a positive manner.

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Objectives Communications Objective- Raise awareness and perception that

the UCI Paul Merage School of Business has first class graduate executive management programs. Relationship driven.

Marketing Objective- Recruit and maintain qualified students while strategically increasing the caliber and quality of the students.

Event Objectives- Showcase the appropriate programs, raise awareness, qualify potential students, generate applicants and seek executive mentors.

Enrollment Objective- EMBA- 50 StudentsHCEMBA- 40 Students

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Program Strategy

The target EMBA and HCEMBA candidates are professionals who are capable candidates that best demonstrate professional ability, leadership, business perspective, communication skills, initiative, creativity and innovation.

Candidates are considered on several aspects but top candidates have the abilities to:

Overview

Support the overall quality of the learning experience for other students. Contribute to the growing number of alumni and the Merage community

at-large. Enhance the impact and reputation of the Merage School as a leader in

executive business education.

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Flexible MBA programs (2-year programs) and typical full-time MBA programs report the strongest application volume (see figures following)

Application s are down in volume Interest in the Executive MBA program has increased 4.0% on average

Poor economic conditions

UCI EMBA programs are growing and stable but have areas to improve: Minimal resources must equal operational excellence and efficiency Need for cross department collaboration and shared resources will

allow to compete collectively, reduce fragmentation, achieve synergy

Program StrategySituation Analysis

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EMBA Application Landscape

“Historical patterns observed in the higher education market suggest that application flow to MBA and other programs is likely to decrease in the coming years, especially in the United States” . © 2009 Graduate Management Admission Council® Applications Trend Survey

Relative Applicant Pool Size of Various MBA Programs Based on Median Number of Applications

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Merage EMBA Application Trend

App

licat

ions

sta

rted

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App

licat

ions

sta

rted

HCEMBA Application Trend

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Program StrategyTarget Market Program

Target Market EMBA HCEMBARole:    

Analyst   XManager ? XDirector X X

VP X XPresident X XPrincipal X XC- Level X X

Owner X X     

Psychographics:    High-caliber and high-potential professionals X X

10 years (min 8) with mgt experience X  8 years experience (min 5) in Healthcare   X

Leadership Experience and social responsibility X XSolid Career progession and upward mobile X X

     Geographic:    

Los Angeles X XOrange County X X

San Diego X XSan Francisco   X

Western US   X

ProgramTarget Market EMBA HCEMBA

Demographics:    Age 32 + 30 +

Industries:    Any/All X  

BioTechnology   XHealth Care Services   X

Hospital   XInsurance   X

Managed Care   XMedical Devices   XPharmaceutical   X

Research   XFunction:    

Consulting X XEngineering X X

Entrepreneurs X  Finance/Accounting X X

General Management X  Human Resources X X

IT/ MIS X XMarketing/ Sales X X

Operations/ Logistics X XPathologist   X

Practioners and Others (MD, DDS, DO, OD, RN, PharmD)   X

Physical Therapist   XResearcher X X

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Program Strategy2010-11 Objectives Increase caliber of students by 10-13% as measured by:

Work experience EMBA class average from 15.3 years to 17 yearsHCEMBA class average from 13.4 years to 15 years

Position/title Professional/community achievements GPA

Increase percentage of senior-level managers (C-suite, President, VP, Director) by 10-13% as measured incoming class profile data

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Program Strategy2010-11 Objectives Increase awareness as measured by prospective student inquiries

through Hobson’s and web site analytics: EMBA 20% HCEMBA 15%

Maintain diversity in functional industry areas, ethnicity, gender and location: EMBA Maintain female representation in class at 20-25% HCEMBA Maintain female representation in class at 20-25%

Boost or maintain rankings EMBA Top 20 in US by Financial Times, US News HCEMBA Top 25 in US by Modern Healthcare

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Program Strategy2010-11 Objectives Strengthen the Executive and Health Care Executive MBA

programs in the existing market

Reduce last minute applications and fill the class by August 1, 2011

Recruit and maintain two classes of approximately 45-50 high quality students

Expand Alumni outreach for Alumni referrals and network potential

Develop Corporate outreach in collaboration with Corporate Partners to promote the Executive MBA programs regionally

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Program Strategy2010-11 Objectives Develop an integrated digital marketing plan in collaboration with

FEMBA and FTMBA program

Deliver an executive learning experience including updated and contemporary curriculum and co-curricular programming

Produce a holistic executives or healthcare executives that support industry needs in the business community

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Program StrategyMessaging Position The UCI Paul Merage School of Business as world class

Executive MBA programs Support and stimulate personal and organization growth Encourage professional development and networking

Programs provides a robust, fully-accredited Executive MBA education AACSB Accredited, EMBA Council HCEMBA is general management and healthcare combined

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Program StrategyMessaging UC Brand is regionally powerful, use it.

Central OC location (large and innovative healthcare community)

Convenient part-time schedule designed for executives and professionals

Benefits of the program: Values your business experience over standardized tests Learn with other executive leaders (avg. experience 13-16 years) Solve your current business issues by bringing work to school Use and share your real-world corporate expertise Take classroom teaching back to your office on Monday morning

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Integrated Marketing PlanPrint/Collateral Events Digital MiscBrochures Trade Shows Website Analytics

Executive Snap shot

Business Org Networking

Search Engine Marketing (PPC)

Admin Support

Class Profiles Info Sessions Digital Ads Marketing Measurement

Photo Rosters Conferences Social Media Professional Memberships

Trade Pub Ads Meetings eMail Campaigns

Direct Marketing Search Engine Optimization (SEO)

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EMBA

HCEMBA

COMMUNICATION CHANNELS & ACTIVITY MICROSITESUCI Merage

Program Specific Pages

- Class Schedule

-Curriculum

- etc…

merage.uci.edu/

Display Ads or Assets

Social Media

SEO

PPC

Email

HCMBA- merage.uci.edu/HealthCareExecutiveMBA

EMBA merage.uci.edu/ ExecutiveMBA/

Fluid Story line to effectively manage and measure

Relevant Information

Prominent positioning for Standard KPI’s• Apply On-line•Contact Us/ Schedule Appt.•Register for an Info Session

Events (Tradeshows, Info sessions, etc)

Direct Marketing

Print Collateral, Ads

Traditional

Digital

Students

Leads/ Applicants

EMBA/ HCEMBA landing page

Strategic Integration

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Integrated Marketing Plan Website Optimization

Standardize, and track Key Performance Indicators

KPI Value Information Session  $30

Contact Us  $20

Apply Now  $10

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Integrated Marketing Plan Print/Collateral

Executive snapshot developed Class Profiles Class Rosters Direct Marketing

Student/Alumni Appreciation Thank You Direct Mail

Marketing recommended in 2009 to discontinue printed direct mail.

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Integrated Marketing Plan Print Ads

OC Business Journal Physicians Practice

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Integrated Marketing Plan Events

On campus (DSS, E2E, Centers of Excellence Speaker Series: CWIM, CHCMP) Career Fairs (BioSpace: SF, Irvine, La Jolla) Corporate on-site information sessions (SAIC, Sage in process) On-line webinar information sessions (In process) Conference attendance (Forte Forum, PriMed, CDA, Women’s Summit) Local event participation (Outlook 2010, HBA, FCD, ACCESS, ACG, BIOCOM)

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Integrated Marketing Plan Digital Display Ads

Hoovers/Allbusiness.com (D&B) Physician’s Practice

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Integrated Marketing Plan Search Engine Marketing (PPC)

Defined top words (see 2010 Master Marketing Excel doc) Keyword marketing used to promote our products by increasing their

visibility in the Search Engine results pages, resulting in more website visits Utilize website analytics to optimize bidding for top performing keywords.

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Integrated Marketing Plan Search Engine Optimization (SEO)

Defined top words (see 2010 Master Marketing Excel doc) Grow organic rankings for branded and non-branded key words Utilize website analytics to determine long-tail values of search keywords

and push bidding for performing keywords

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Integrated Marketing Plan eMail

Linked In Hobson’s BioSpace Gmass

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Integrated Marketing Plan Social Media

LinkedIn Facebook Twitter

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Integrated Marketing Plan Measurement and Reporting

Use Google Analytics Determine Annual Goals Measure KPI’s be assigning a unit value which can be applied

and followed for ROI.

KPI’s should NOT be grouped together for an average eCPA as they have different values.

KPI Value

Information Session  $30

Contact Us  $20

Apply Now  $10

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Integrated Marketing Plan Marketing Activity by channel to generate awareness, leads and students

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OverallAnnual Marketing Activities

        FY 2010         FY 2011

  Sept Oct Nov Dec Jan Feb March April May June July Aug Sept Oct Nov Dec

Print/Collateral                                

Brochures                                

Executive Snapshot                                

Photo rosters                                

Publication Ads                                

Direct Marketing                                

Events                                

Trade Shows                                

Conferences                                

Business Organization Networking                                

Info Sessions                                

Meetings (one-on-one)                                

Digital Marketing                                

website                                

PPC                                

Digital Display ads                                

Social Media                                

eMail campaigns                                

SEO                                

Misc                                

Analytics                                

Marketing Measurement                                

                                 

                                 

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EMBA        FY 2010         FY 2011

EMBA Sept Oct Nov Dec Jan Feb March April May June July Aug Sept Oct Nov Dec

Events                                

Orientation                                

Annual Open House/Admit Day                                

Info Session                                

Conference                                

Trade Show/Career Fair                                

DSS                                

Associated Biz org event                                

Direct Mail                                

Alumni Appreciation                                

Print Ads                                

OCBJ Ad                                

Edcuational Supplement                                

Digital Display Ads                                

D&B (AllBusiness.com)                                

Pay Per Click (PPC)                                

Google Ad Words                                

eMail                                

Hobson's                                

Linked In email                                

Social Media                                

Twitter                                

FaceBook                                

Linked In                                

                               

Annual Marketing Activities

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HCEMBA        FY 2010         FY 2011

HCEMBA Sept Oct Nov Dec Jan Feb March April May June July Aug Sept Oct Nov Dec

Events                                

Orientation                                

Annuaul Open House/Admit Day                                

Info Session                                

Conferences                                

Tradeshow/Career Fair                                

DSS                                

Associated Biz org event                                

Direct Mail                                

Allumni appreciation                              

Print Ads                                

Physician’s Practice Ad                                

OCBJ Educational Supplement                                

Digital Display Ads                                

Banner Ad                                

Pay Per Click (PPC)                                

Google Ad Words                                

eMail                                

Hobsons                                

BioSpace/BioTech                                

Linked In email                                

Social Media                                

Twitter                                

FaceBook                                

Linked In                                

                               

Annual Marketing Activities

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Budget

  Data  

Communication Channel Sum of FY09-10 Planned Sum of FY09-10 Actual

Digital Display Ads $ 17,201.00 $ 1,200.00

eMail $ 28,950.00 $ 20,000.00

Events (Trade Shows, Networking, Information Sessions) $ 14,500.00 $ 14,500.00

Marketing Collateral $ 21,530.94 $ 10,930.94

Print Ads $ 72,859.00 $ 26,886.00

Social $ 1,500.00 $ -

(blank) $ - $ -

Grand Total $ XXXXXXXXX $ XXXXXXXX

Base Overview- (see 2010 Master Marketing document)

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Employ more digital activity. Nearly one-fifth of the average recruitment budget (19%) was allocated to electronic outreach.

Recommendations© 2009 Graduate Management Admission Council® Application Trend Survey

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Recommendations Integrate campaign management across all program departments to realize

economies of scale.• Complete integrated marketing plan across program/ school• Continue service with Relecom for marketing measurement and digital marketing

Marketing Budget Distribution Median Marketing budget for EMBA Programs with 100+ students is $180,000.* Navarro’s master cyclist, spend more in marketing in recession times

Print/Collateral - 30% Redesign brochure/view book Retain and update Class profiles, rosters and Executive Snapshot Revamp the exhibit(s) to reflect program message Continue OCBJ ads, student subscription, with better integration Continue to advertise in regional (30 mile radius) industry trade publications (consider

including Pharmaceutical Executive)

* © 2009 Graduate Management Admission Council® Application Trend Survey

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Recommendations Events - 20%

Continue participation of Merage affiliate events through sponsorship Increase conference participation, target industries represented in class profile(s)

Digital - 30% Continue geo-targeted LinkedIn partner email Increase SEO and PPC activity significantly Expand to targeted Ad Networks (Retargeting, Behavioral, Contextual, Geographic) Social Media (Gap analysis, Facebook ads, listening and outreach) Virtual Events, info sessions Archived info Sessions on Demand Update website home page and featured students/alumni/faculty

Misc - 20% Update photo library of student/alumni Develop video clips for use at info sessions, websites, YouTube Executive Promotional items Program accreditations (i.e., ACHE, etc) that contribute to rankings

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Recommendations Leverage corporate partners for recruiting and supporting student

enrollment. on site events at existing corporate partners

Target through Alignment with relevant business groups/associations Executives and Professionals (ACG, FCD, ACCESS, etc) Healthcare Industry specific (OCTANE, BIOCOM, AMA, CDA, etc) Focus on Women Executives (WITI, WLE, AWT, etc)

Develop a structured alumni referral program Encourage Alumni to share news (easily)

(If) Use direct marketing campaigns with personalized URL Improve and leverage media relations (i.e., OCBJ) Consider an enrollment sweepstakes Offer Laptops to Candidates who apply by Early Admission deadline

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Direct Mail eMail Integrated Marketing Plan

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Integrated Marketing Plan

Qualify the customers with standard questions.

Entry Page Profile Page Thank You and Redirect Page

Overview and key messaging.Cross selling and promotions (events)

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Integrated Marketing Plan