Gradute Program Marketing Strategyv2

8/17/2019 Gradute Program Marketing Strategyv2

1/64

D U A T E P R O G R A M

K E T I N

G S T R A T E G Y

Al l y so n Mo r ehead C ed r i c Mo bl ey T her esa Bed o y a

1


2/64

MICA is s!c" in#$%&s 'ar"ein(

Production

and Sales Era Just build it, they

will buy it.

We can convincethem to buy

anything

MarketingDeartment Era

Marketing

!omany Era

"elationshi

Marketing Era

Sel#$

Marketing EraWe have to build

roducts ourcustomers want

%et&s build ali#elong

relationshiwith our

customers

'&ll decide what 'want #or mysel#,

thank you.

1()* 1(+* 1((* *1*M'!-


3/64

Baby Se)s

uildrogramswithout

knowing i# amarket e/istsand no lan to

reach the

market

uild rograms

withoutknowing i# a

market e/istsbut with a lan

to reachwhatever

market e/ists

uildrograms with

a naturalmarket or

institutionalurose and a#unded lan to

reach them

0*1 *1$*1 *12

"E-!3'45-"6 M-5-7E-%E P"4-!3'8E


4/64

Mar e n( *s+Recr!i'en *s+Ad*erisin(

• Marketing 9 attracting the targetaudience and increasing in:uiries

• "ecruitment 9 engaging the ool o#

in:uires to convert to alicants• -dmission 9 evaluating and acceting a

class that meets :uality and enrollmentgoals

• -dvertising is one o# many marketingtools, not outcome

)


5/64

Mar"ein( *s+Earned Media

• Marketing is rimarilye/ecuted through P-'Dmedia, in which you

control the message andlacement

• Earned media ;ublicrelations and ress< is

generated through theinterest o# a third$arty,and almost totallyoutside o# your control;but not in=uenceectiveness

?


6/64

,, Mar"ein(Goals

• uild awareness o# new rograms

• Set alications baseline

• 'ncrease alications #or all rograms

• Maintain overall restige

+


7/64

,, Mar"ein(Phases

• Ste 1@ Strategy -greement-. !ommunications meetings with -dmission

. !ommunicationsA-dmission meetings with rogramdirectors

•

Ste @ udget Develoment-. Marketing DirectorA-dmission cost research and budgetrecommendation

. 8P resentation

!. Binal allocation

• Ste @ Design and Messaging• Ste @ E/ecution

• Ste )@ Measurement and "eorting

C


8/64

Mar"ein(Tool"i

-dvertising enchmarks!yber Direct mail Events• Print ads

• 4nlinedislay ads

• Measurement

• -nalysis

• Search

marketing

• Socialtargeting

• ehavioraltracking

• Emailmarketing

• Print, SPSmailing

• Enhancedarticiation in selectcon#erence

s andrelatedevents

B C D E


9/64

Mar"ein(Tool"i

%ists• -ssociation$ %ists o# members o#

organiFations.Most reliable but hardest to get. Moderate

Price.• MagaFine$ Subscribers to magaFines.

8ery reliable and easy to get. E/ensive.

• !omiled$ 'n#ormation about someone based

on an e/traolated construction by acomany.

• %east reliable but easiest to get. 7enerallyine/ensive.

(


10/64

Tar(e Mar"e

M-"GE3'57 'S '5EH-!3

3o reach

our target

S t u

d e n

t s

P r o # e s

s i o

n a

l s

Wemust

miss ourtarget

1*


11/64

Analysis-In.!iries *s+A))s

*

1**

**

**

)**

?**

+**

C**

**

(**

74-%

'5I'"'ES

- high number o# in:uiries normally ;but notalways< redicts a high number o# alications.

11


12/64

ar e n(Analysis-A))s *s+ Ad'is

*

?*

1**

1?*

**

?*

-PP%'!-3'45S

-DM'3S

1


13/64

ar e n(Analysis-Ad'is *s+ Goal

*

?

1*

1?

*

?

*

-DM'3S

'5I'"'ES

We want admitsK to be much higher thangoal.K

1

ar e n(


14/64

ar e n(Analysis-Ad'is *s+ Goal

PROGR M DMITS S % OF GO L

Rinehart 200%

Photographic and

Eectronic Media !"0%

Graphic De#ign !$%

&o''(erger !))%

I*#tration Practice !))%

Teaching !)!%

Mt+ Ro,a !2$%

B*#ine## o' Art and

De#ign !20%

Socia De#ign !20%

St*dio Art !!-%

Art Ed*cation !!%

Co..*nit, Art# !00%

Critica St*die# !00%

In'or.ation /i#*aiation !00%C*ratoria Pracitice 10%

De#ign Leader#hip 10%

1)


15/64

Analysis-A))licaionsTrends

Maintenance 5eededEven some long$standing rograms are seeing a decrease orleveling o> o# alications !0 3# 4!2

PROGRAM 20!0 20!! 20!2

Increa#e5

Decrea#e

Percent

Increa#e5

Decrea#e

Photograph, -" 6" "$ 722 72"%

&o''(erger 2! 2!1 !-1 72- 7!)%

Mt+ Ro,a 22! 2)1 2!2 71 7$%

Graphic De#ign 22" !1" 2!1 7 7)%

St*dio Art " 6! "- ! !%

Rinehart "$ 2 ) 1 !$%

Teaching )- $- $6 !-%

Art Ed*cation 1 !$ !! 2 22%

1?


16/64

Cro/dedCo')eii*e0andsca)e

7rowth in number o# cometitorsnecessitates continued marketinge/enditures

Studio -rt **?

5o cometitors

Studio -rt *1• San Brancisco School o# the -rts• PaciLc 5orthwest !ollege o# -rt• -rt 'nstitute o# ostonA%esley !ollege• Massachusetts !ollege o# -rt

• niversity o# the -rts ;-"3S<• -"D• School o# 8isual -rts• -rt 'nstitute o# !hicago• 8ermont !ollege o# Bine -rt

1+


17/64

Mar"ein( Plans

• 5ew or challenged rograms haveindividualiFed marketing lans

• 8isibility #or established rograms is

maintained through clusters

1C


18/64

Indi*id!ali1ed Plans-Ne/ and Challen(ed Pro(ra's

• Social Design ;M-<• 'llustration Practice ;M-<• !uratorial Practice ;MB-<

• !ommunity -rts ;MB-<• !ritical Studies ;M-<• -rt Education ;M-<• 3eaching ;M-<

• Studio -rts ;MB-<

• usiness o# -rt and Design ;MPS<• Design %eadershi ;M-AM-< 1


19/64

Gro!)ed Plans-Pro(ra' Cl!sers

DES'75• Social Design ;M-<• 7rahic Design ;MB-<• 'llustration Practice ;MB-<• 'n#ormation 8isualiFation ;MB-<

S'5ESS -PP%'ED• Design %eadershi ;M-AM-<• usiness o# -rt and Design ;MPS<• 'n#ormation 8isualiFation ;MPS<

B'5E -"3S•

o>berger School o# Painting• Mount "oyal School o# -rt• Photograhic and Electronic Media ;MB-<• "inehart School o# Sculture• Studio -rt ;MB-<

ED!-3'45• -rt Education ;M-<• 3eaching ;M-3<

!4MM5'36AS4!'-% E57-7EME53• Social Design• !ommunity -rts• !uratorial Practice

-"3 "E%-3ED• !ritical Studies• !uratorial Practice

1(


20/64

Indi*id!ali1ed

Plans

*


21/64

Co')eii*e0andsca)e

!ometitorsN School o# 8isual -rts

;MB- in Social'nnovation DesignM- in Product o#

Design<N Parsons

N Pratt

N "'SD

N !arnegie Mellon

SOCI L DESIG8 9M :

!ometitive-dvantage

N 'mmersive

N Multidiscilinary

N ProOect basedN 1 year with #ellowshi

oortunity

N Baculty in residence

N ottom u to down

N Embedded relationshiin the community

1


22/64

Mar"e AnalysisOCI L DESIG8 9M :

%arge Moderate Small

Market SiFe Estimation

-lications -dmits 7o

* 1 1*

*1

'n:uiries since Jan.*11@

);?9 o>berger<-dmits as a o# goal@1*

S!dens- Disci)lines

• -dvertising• -nthroology• -rchitecture• -rt istory• Bine -rts• 7rahic Design (w/Liberal Arts, Social

Science Minors optional)• Social Sciences (w/Graphic Design

Minors optional)

• Media Studies• Political Science• Sculture• Social Psychology• 8isual !ommunicationsPro2essionals- Careers• SocialA!ommunity

Pro#essionals• Bilm Makers•

Publication Managers• Marketing Managers• !ommunication Managers• Social Entrereneurs• 7rahic Designer• Web Designer• Photograher• Studio -rtist• -rchitect•

'ndustrial Designer


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B!d(eOCI L DESIG8 9M :

B61 'temiFed 4verviewMarketing 3ool !ategory

reakdown

32%

19%12%

37% Ads: Print

Ads: Online

Direct Mail

Events

Search Marketing

Iuarterly reakdown

Jn! Jl"! Ag Se#! Oct! $v Dec! Jan! &e' Mar! A#r! Ma"()*))

(2!)))*))

(+!)))*))

(,!)))*))

(-!)))*))

(1)!)))*))

(12!)))*))

(1+!)))*))

(1,!)))*))

Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total

Ads: Print $0 $0 $0 $0 $0

Ads: Online $4,275 $3,500 $3,500 $1,500 $12,775

Direct Mail $5,134 $0 $2,500 $0 $7,634

!ents $0 $5,000 $0 $0 $5,000

"earc#Maretin%

$5,000 $5,000 $2,500 $2,500 $15,000

Total $14,40& $13,500 $',500 $4,000 $40,40&


24/64

Co')eii*e0andsca)e


N S!-D

N -cademy o# -rt

niversityN niv. o# art#ord

N M!-D

N Bashion 'nstitute o# 3echnology

!ometitive -dvantageN Entrereneurshi training, #ocus on

the intersection o# business and artN 'mmersive e/erienceN "esonsive to changing markets and

technologies'nterdiscilinary

N Embraces e/isting 'llustrationractices while integrating newmarkets, technologies, artnershisand networks

ILL;STR TIO8

PR CTICE 9MF :

)


25/64

ILL;STR TIO8

PR CTICE 9MF :

Mar"e Analysis




+C 1+ 1*

*1


)1C;?9 o>berger<-dmits as a o# goal@1+*

Acade'ic- Disci)lines•-rt Q Design•Studio -rts•7rahic Design•7rahic -rts (Printmaking, poster designers)•'llustration•!ommunications•Mi/ed Media -rts•-lied -rts MaOors

Pro2essionals- Careers•ook, Poster, Editorial 'llusrators•7rahic Designers•-rt Directors•Publishers, ook -rtists•!oncet -rtist and 8isual Develoers•Multimedia -rtist•Breelance 'llustrators•7reeting !ard 'llustrators•-dvertising 'llustrators•Digital 'llustrators

?


26/64

B61 'temiFed 4verview

ILL;STR TIO8

PR CTICE 9MF :

B!d(e

Marketing 3ool !ategory

reakdown

Iuarterly reakdown


Ads: Print $0 $0 $0 $0 $0

Ads: Online $6,414 $5250 $2,625 $1,500 $15,7'&

Direct Mail $5,6&2 $0 $0 $0 $5,6&2

!ents $0 $7,500 $0 $0 $7,500

"earc#Maretin%

$3,500 $3,500 $1,500 $2,500 $11,000

Total "(end $15,606 $16,250 $4,125 $4,000 $3&,&'1

39%

1+%19%

2-% Ads: Print

Ads: Online

Direct Mail

Events

Search Marketing

Jn! Jl" ! Ag Se#! Oct! $v Dec! Jan! &e' Mar ! A#r ! Ma"()*))

(2!)))*))

(+!)))*))

(,!)))*))

(-!)))*))

(1)!)))*))

(12!)))*))

(1+!)))*))

(1,!)))*))

(1-!)))*))

+


27/64

Co')eii*e0andsca)e

!ometitorsN niversity o# 'llinois at

!hicago

N !ali#ornia !ollege o# the

-rtsN niversity o# Southern!ali#ornia, "oski Schoolo# Bine -rts

N ard

N 4ntario !ollege o# -rt

and DesignN 7oldsmith&s, %ondon

N S-'!

!ometitive -dvantageN Birst MB- rogramN Social engagement #ocusN 'mmersive, ractical e/erienceN 3eam roOects

N E/lores new methods o# e/hibitionresentation

N - commitment to roviding multi$cultural ersectives to diverseaudiences

N E/ecute a maOor e/hibitioncollaboratively with artists andcommunity reresentatives

C;R TORI L

PR CTICE 9MF :

C


28/64

C;R TORI L

PR CTICE 9MF :

Mar"e Analysis




1 ( 1*

*1


*(;?9 o>berger<-dmits as a o# goal@(*S!dens- Disci)lines

• istory• -rt istory• Museum Studies• Museology• -rt Q Design• Photo Q 8ideo

• Bine -rts• -lied -rts• -rt istory minors• !uratorial -B ;Moore

!ollege<• umanitiesA-rt istory

minor• %iberal StudiesA-rt istory

minor

• Social SciencesA-rt istoryminor

• !ritical Studies A-rt istoryminor

Pro2essionals- Careers• !ollection Manager• -rt Writer• !urator• !ororate !urator• !uratorial !onsultant• -rt istorian• Museum -dministrator• -rt 7allery Sta> • !ommunity -rts 4rganiFer• !ommunity -rts

-dministrator• !ollege #aculty• 5on$roLt management• Museum Educator


29/64

C;R TORI L

PR CTICE 9MF :

B!d(e

.3%

22%

2.% Ads: Print

Ads: Online

Direct Mail

Events

Search Marketing

()*))(2!)))*))

(+!)))*))(,!)))*))(-!)))*))

(1)!)))*))(12!)))*))


reakdown

Iuarterly reakdown


Ads: Print $0 $0 $0 $0 $0

Ads: Online $4,1&1 $3,177 $3,177 $2,001 $12,546

Direct Mail $5,1'2 $0 $0 $0 $5,1'2

!ents $0 $0 $0 $0 $0

"earc#Maretin%

$1,500 $1,500 $1,500 $1,500 $6,000

Total "(end $10,'73 $4,677 $4,677 $3,501 $23,72'

(

i i


30/64

Co')eii*e0andsca)e

!ometitorsN Portland State

N 4tis !ollege o# -rt QDesign

N !ali#ornia !ollege o# the-rts

N !ali#ornia Stateniversity, Montereyay

N niversity o# 4regon

N Syracuse niversity

!ometitive -dvantageN Birst in the nation M- #oundationN 'mmersive, real world e/erienceN M'!- P%-!EN Established community relationshis

N Social Oustice and civic, youth, andcommunity develoment

COMM;8IT<

RTS 9MF :

*


31/64

COMM;8IT<

RTS 9MF :

Mar"e Analysis




1+ 1+

*1


);?9 o>berger<-dmits as a o# goal@1**

S!dens- Disci)lines• Studio -rts• 7eneral -rts MaOors• -rts Disciline with %iberal -rts Minor• %iberal -rts MaOor wA -rts Minor• Social Science MaOor wA-rts Minor• -rt MaOor wA Social Science Minor• Political Science• 8isual -rts

• rban Studies ;-rts !oncentration<• rban -rchitecture Q Design wA -rts

Minor• !riminal Justice wA -rts Minor

Pro2essionals- Careers• -rt Pro#essor• -rt 3eacher• -rt 3heraist• 'llustrator• 7rahic Designers• %iturgical -rtist• Photograher• Studio -rtist• 3heater -rtist• -rts -dministrators• !ommunity -rtistA4rganiFer

1


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COMM;8IT<

RTS 9MF :

B!d(e


reakdown

Iuarterly reakdown

+)%

1.%1+%

31% Ads: Print

Ads: Online

Direct Mail

Events

Search Marketing

()*))(2!)))*))(+!)))*))(,!)))*))

(-!)))*))(1)!)))*))(12!)))*))(1+!)))*))


Ads: Print $0 $0 $0 $0 $0

Ads: Online $4,730 $2,625 $2,625 $1,500 $11,4'0

Direct Mail $4,434 $0 $0 $0 $4,434

!ents $0 $4,000 $0 $0 $4,000

"earc#Maretin%

$2,500 $2,500 $2,500 $1,500 $&,000

Total "(end $11,664 $&,125 $5,125 $3,000 $2',&14

C ii


33/64

Co')eii*e0andsca)e

!ometitorsN S-'!

N School o# 8isual -rts;S8-<

NP5!-

N Pratt

N !!-

N !ali#ornia 'nstitute o#the -rts ;!al-rts<

N niversity o# Southern!ali#ornia@ "oskie school

!ometitive -dvantageN !ustomiFed degree lan

N 1 year rogram

N !reative immersion

N Baculty mentorsN Preare #or doctoral study

N !reative environment

CRITIC L ST;DIES

9MF :


34/64

CRITIC L ST;DIES

9MF :

Mar"e Analysis




(

*1


);?9 o>berger<-dmits as a o# goal@1**

S!dens- Disci)lines•!ritical Studies ;<•!ultural Studies ;<•Philosohy ;M<•-rt Q Design ;<•-rt istory ;<•Media Studies ;M<•8isual -rts ;<•Poular !ulture ;<•

English ;M<•%iberal Studies ;M<•!omarative %iterature ;<•istory ;M<•umanities ;<•-merican !ulture•-rchitecture•Poular !ulture•7ender Studies•

BilmA!inema Studies•-rt istory Minors

Pro2essionals- Careers•Museum -dministrators•Breelance Writers•-nti:ues Dealers•-rt Q Estate -raisers•'ndeendent Bilm Producers•-rt !onservationist•-rt 7allery 4wners•7overnment -gencies

;B' -rt !rime Division, Stateand %ocal -rt !ouncils<

)


35/64

CRITIC L ST;DIES

9MF :

B!d(e


reakdown

Iuarterly reakdown


Ads: Print $0 $0 $0 $0 $0

Ads: Online $4,1&1 $3,177 $3,177 $2,001 $12,546

Direct Mail $3,640 $0 $3,640 $0 $7,2'0

!ents $0 $4,500 $0 $0 $4,500

"earc#Maretin%

$1,050 $1,050 $1,050 $1,050 $4,200

Total "(end $',''1 $',727 $7,'67 $3,051 $2',526

++%

2,%

1,%

1.% Ads: Print

Ads: Online

Direct Mail

Events

Search Marketing

Jn! Jl! Ag Se#! Oct! $v Dec! Jan! &e' Mar! A#r! Ma"()*))

(1!)))*))

(2!)))*))

(3!)))*))

(+!)))*))

(.!)))*))

(,!)))*))

(7!)))*))

(-!)))*))

(9!)))*))

(1)!)))*))

?

C ii


36/64

Co')eii*e0andsca)e

!ometitorsN "'SD

N School o# the -rt'nstitute o# !hicago;S-'!<

N oston niversity ;<

N Moore !ollege o# -rt

N !orcoran !ollege o# -rtand Design

N niversity o# Blorida

N S!-D

RT ED;C TIO8 9M :

!ometitive -dvantageN ni:uely hybrid$ onlineA low$residencyN Strong studio comonentN "esearch trainingN !onvenient schedule #or the working

ro#essional

+


37/64

RT ED;C TIO8 9M : Mar"e Analysis




11 C +

*1


);?9 o>berger<-dmits as a o# goal@11C

Pro2essionals-

CareersPracticing andcertifed art teachers Nover yearse/erience inelementary, middle,high school andcommunity colleges.

C


38/64

RT ED;C TIO8 9M :

B!d(e


reakdown

Iuarterly reakdown


Ads: Print $&1' $1,'36 $0 $0 $2,754

Ads: Online $3,114 $1,125 $1,125 $1,125 $6,4'&

Direct Mail $2,154 $3,500 $0 $0 $5,654

!ents $0 $10,000 $0 $0 $10,000

"earc#Maretin%

$2,000 $2,000 $2,000 $&00 $6,&00

Total "(end $&,77& $1',461 $3,125 $2,025 $33,3&0

-%

19%

22%3)%

21% Ads: Print

Ads: OnlineDirect Mail

Events

Search Marketing

()*))(2!)))*))(+!)))*))(,!)))*))(-!)))*))

(1)!)))*))

(12!)))*))(1+!)))*))(1,!)))*))(1-!)))*))(2)!)))*))

Co')eii*e


39/64

Co')eii*e0andsca)e

!ometitorsN S-'!

N "'SD

N Pratt

N 3eacherRs !ollege at!olumbia niversity

N Mass-rt

N 8!

N 3owson niversity

!ometitive -dvantageN %earner centeredN Studio basedN !onte/t sensitiveN %onger internshisAmore e/erience

N %ook at artwork at thesis showN Making interdiscilinary connectionsN 3ime to develo studio ractice as

well as teaching skills

TE C&I8G 9M T:

(


40/64

TE C&I8G 9M T: Mar"e Analysis




( 1 1+

*1


1++ ;?9o>berger<

-dmits as a o# goal@11S!dens- Disci)lines• -rt Q Design• Studio -rts• -rts Disciline with %iberal -rts Minor• Bine -rts• - with substantial studio arts credits

Pro2essionals- Careers• !areer changers with

e/erience in visual arts ordesign• Designers• Bine -rtists

ighly deendent on alications #romM'!- students in B-AM-3 track

)*

d


41/64

TE C&I8G 9M T:

B!d(e


reakdown

Iuarterly reakdown


Ads: Print $0 $0 $0 $0 $0

Ads: Online $3,114 $3, 000 $3, 000 $1, 500 $10,614

Direct Mail $3,747 $3,500 $0 $0 $7,247

!ents $0 $0 $0 $0 $0

"earc#Maretin%

$2,000 $2,000 $2,000 $&00 $6,&00

Total "(end $&,77& $13,461 $3,125 $2,025 $24,761

()*))

(2!)))*))

(+!)))*))(,!)))*))

(-!)))*))

(1)!)))*))

(12!)))*))

+3%

29%

2-% Ads: Print

Ads: Online

Direct Mail

Events

)1

Co')eii*e


42/64

Co')eii*e0andsca)e

!ometitorsN San Brancisco School o#

the -rts

N PaciLc 5orthwest!ollege o# -rt

N -rt 'nstitute o#ostonA%esley !ollege

N Massachusetts !ollegeo# -rt ;Mass-rt<

N niversity o# the -rts

;-"3S<N -"D

N School o# 8isual -rts

N -rt 'nstitute o# !hicago

N 8ermont !ollege o# Bine

-rt

!ometitive -dvantageN "esearch based interdiscilinary

Amultidiscilinary rogramN 'ntegrated art ractice with critical

theory

N %ow residencyN Dedicate M'!- #aculty mentorN 3eam teaching aroachN Summer residences on Mica camus

#or #our summersN E/osure to numerous visiting artists

and scholarsN Dedicate individual studios available)AC during residencies

N -vailability o# range o# schoolresources such as digital labs,woodshos, sculture studios

ST;DIO RT 9MF :

)


43/64

ST;DIO RT 9MF : Mar"e Analysis




C 1 11

*1


?;?9 o>berger<-dmits as a o# goal@11

Pro2essionals- Careers

• Practicing artists• !ertiLed teachers• 5on$certiLed teachers in

rivate high schools• !ommunity college

teachers• B- graduates ; years

e/erience<• M- graduates

)

B d


44/64

ST;DIO RT 9MF :

B!d(e

+3%

1.%1+%

2-% Ads: Print

Ads: Online

Direct Mail

Events

Search Marketing

()*))

(2!)))*))

(+!)))*))

(,!)))*))

(-!)))*))

(1)!)))*))

(12!)))*))

(1+!)))*))

(1,!)))*))


reakdown

Iuarterly reakdown


Ads: Print $0 $0 $0 $0 $0

Ads: Online $5,&64 $3,000 $3,000 $1,500 $13,464

Direct Mail $4,'75 $0 $0 $0 $4,'75

!ents $0 $4,500 $0 $0 $4,500

"earc#Maretin%

$2,500 $2,500 $2,500 $1,250 $',750

Total "(end $13,33& $10,000 $5,500 $2,750 $31,5'&

))

Co')eii*e


45/64

Co')eii*e0andsca)e

!ometitorsN !!-

N Parsons

N Savannah !ollege o# -rt

Q DesignN Pratt

N Design Songe

N -merican !ra#t

N Small usiness-dministration

N !ertiLcation Programs

N Small usiness !enters

!ometitive -dvantageN 4nlineN Just over one calendar yearN rie# residenciesN 5o other small business rogram #or

artists

B;SI8ESS OF RT

8D DESIG8 9MPS:

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46/64

B;SI8ESS OF RT

8D DESIG8 9MPS:

Mar"e Analysis




1 ) *

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S!dens- Disci)lines• -rt Q Design MaOors wAusiness

-dmin Minors• -dvertising• usiness -dministration wA-rt Q

Design Minors• !reative Writing• -rchitecture• 7rahic Design• 'llustration•

-lied -rts• Bine -rts• Music• 3heater ProductionPro2essionals- Careers• 7rahic Designers• -rt Entrereneurs• usiness 4wners• 8isual -rtists• -rchitects•

'llustrations• Musicians• 3heater Production• Music Production• Writers• Pro#essional !ra#ters• 'ndustrial and Product Designers• Breelancers

)+

B d


47/64

B!d(e


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3,%

23%7%

33% Ads: Print

Ads: Online

Direct Mail

Events

Search Marketing

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(1)!)))*))

(1.!)))*))

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Ads: Print $0 $0 $0 $0 $0

Ads: Online $7,57' $4,000 $4,000 $4,000 $1&,57'

Direct Mail $7,&&6 $0 $4,500 $0 $12,4&6

!ents $0 $4,000 $0 $0 $4,000

"earc#Maretin%

$5,000 $5,000 $5,000 $3,000 $1',000

Total "(end $20,574 $13,000 $&,000 $7,000 $54,074

B;SI8ESS OF RT

8D DESIG8 9MPS:

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Co')eii*e0andsca)e

!ometitorsN erkley School o#

'n#ormation

N Mississii State

N Stan#ord !' Deartment

N !arnegie Mellon niv.7rahic Design

N 7eorgia 3ech, 7rahics8isualiFation and sability!enter

N niv. o# Michigan Schoolo# 'n#ormation

N niversity o# 5ewamshire Data8isualiFation %ab

N !%-, DesignAMedia

I8FORM TIO8

/IS; LI= TIO8

!ometitive -dvantageN 4nlineN Just over one calendar yearN rie# residenciesN 5o other rogram like it

N -rt aroach as oosed to comuterscience

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49/64

I8FORM TIO8

/IS; LI= TIO8 9MPS:

Mar"e Analysis




11 1* 1*

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S!dens-Disci)lines•-rt Q Design•-dvertising•7rahic Design•Marketing•Engineering•Statistics•Economics•rban Planning•

-rchitecture•usiness-dministration•'n#ormationScienceA!omuterScience•ScienceAio Medical• Journalism•'ndustrial and Product

Design•'n#ormation

3echnology•'n#ormation8isualiFationA Data 8isualiFation•'n#ormation 7rahics

Pro2essionals- Careers•Ma Makers•Data -dministrators•7rahic Designers•Marketers•rban Planners•8isualiFation Scientists•'ndustrial Engineers•-rchitects and Dra#ters•'ndustrial Designers•-rt Directors•Statisticians•Breelancers•Military•'n#ormation 7rahicsManager•7overnment ;!ivilian Q!ontractors<

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B!d(e


50/64

3)%

23%1.%

32% Ads: Print

Ads: Online

Direct Mail

Events

Search Marketing

()*))(2!)))*))(+!)))*))(,!)))*))(-!)))*))

(1)!)))*))(12!)))*))(1+!)))*))(1,!)))*))(1-!)))*))

B!d(e


reakdown

Iuarterly reakdown


Ads: Print $0 $0 $0 $0 $0

Ads: Online $4,275 $4,275 $4,275 $1,500 $14,325

Direct Mail $6,452 $0 $4,500 $0 $10,&52

!ents $0 $7,500 $0 $0 $7,500

"earc#Maretin%

$4,500 $4,500 $4,500 $2,250 $15,750

Total "(end $15,227 $16,275 $13,275 $3,750 $4',527

I8FORM TIO8

/IS; LI= TIO8 9MPS:

?*

Co')eii*e


51/64

Co')eii*e0andsca)e


;MB- in Social'nnovation DesignM- in Product o#

Design<N Parsons

N Pratt

N "'SD

N !arnegie Mellon

DESIG8 LE DERS&IP

9MB 5M :

!ometitive -dvantageN Dual degree natureN 4nly Design %eadershi M-A M-N "esearch universityAart college

artnershi

N Ble/ M- content can be taken at di>erent camuses

N eterogeneity o# cohort

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52/64

DESIG8 LE DERS&IP

9MB 5M :

Mar"e Analysis




) 1 *

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(;?9 o>berger<-dmits as a o# goal@(*

S!dens- Disci)lines• -dvertising• Marketing• !ommunications• -rchitecture• Engineering• Binance• Economics• usiness -dministration• Bashion• 'n#ormation ScienceA!omuter

Science• 'ndustrial and Product Design• 'n#ormation 3echnology• 7rahic Design• Digital Q Media DesignPro2essionals- Careers• -dvertisers• Marketers• Entrereneurs• 5on ProLt Pro#essionals• Sales Managers• Binancial Pro#essionals• usiness Managers Q Directors• -rchitects• Designers• Management !onsultants• Engineers• ProOect Managers

?

B!d(e


53/64

33%

27%-%

32% Ads: Print

Ads: Online

Direct Mail

Events

Search Marketing

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(2!)))*))

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(,!)))*))

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(12!)))*))

(1+!)))*))

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(1-!)))*))


reakdown

Iuarterly reakdown


Ads: Print $0 $0 $0 $0 $0

Ads: Online $5,275 $5,275 $5,275 $2,775 $1',600

Direct Mail $5,501 $5,501 $4,500 $0 $15,502

!ents $0 $4,500 $0 $0 $4,500

"earc#Maretin%

$4,500 $5,000 $5,000 $5,000 $1', 000

Total "(end $15,276 $15,276 $&,775 $4,275 $56,602

B!d(eESIG8 LE DERS&IP9MB 5M :

?


54/64

Cl!ser

Plans

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B!d(e


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DESIG8

/ra#hic Design 0M&A llstratin Practice 0M&A n4r5atin6isaliatin 0M&A Scial Design 0MA

(2or Cl!ser


reakdown

Iuarterly reakdown


Ads: Print $5,034 $14,'12 $10 $0 $1&,'56

Ads: Online $3,000 $3,000 $1,500 $15,000 $22,500

Direct Mail $0 $0 $0 $0 $0

!ents $0 $0 $0 $0 $0

"earc#Maretin%

$1,500 $1,500 $1,500 $1,500 $6,000

Total "(end $&,534 $1&,312 $3,010 $16,500 $4',356

+1%

+7%

12% Ads: Print

Ads: Online

Direct Mail

Events

Search Marketing

Jn! Jl! Ag Se#t! Oct! $v Dec! Jan! &e' Mar! A#r! Ma"()*))

(.!)))*))

(1)!)))*))

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B;SI8ESS PPLIED

8siness 4 Art and Design 0MPS Design eadershi#s 0M8AMAn4r5atin 6isaliatin 0M&A


reakdown

Iuarterly reakdown


Ads: Print $0 $21,734 $0 $0 $21,734

Ads: Online $3,000 $3,000 $1,500 $1,500 $&,000

Direct Mail $0 $0 $0 $0 $0

!ents $0 $0 $0 $0 $0

"earc#Maretin%

$1,500 $1,500 $1,500 $1,500 $6,000

Total "(end $4,500 $26,234 $3,000 $3,000 $36,734

(2or Cl!ser

.9%2.%

1,% Ads: Print

Ads: Online

Direct Mail

Events

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Jn! Jl! Ag Se#! Oct! $v Dec! Jan! Mar A#r! Ma"! Jn()*))

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SOCI L E8G GEME8T

Scial Design =55nit" Arts =ratrial Practice

+,%

33%

22% Ads: Print

Ads: Online

Direct Mail

Events


(2!)))*))

(+!)))*))

(,!)))*))(-!)))*))

(1)!)))*))

(12!)))*))

(1+!)))*))

(1,!)))*))


Ads: Print $2,'17 $&,'15 $0 $0 $12,632

Ads: Online $3,000 $3,000 $1,500 $1,500 $&,000

Direct Mail $0 $0 $0 $0 $0

!ents $0 $0 $0 $0 $0

"earc#Maretin%

$1,500 $1,500 $1,500 $1,500 $6,000

Total "(end $7,317 $14,315 $3,000 $3,000 $27,632

(2or Cl!ser


reakdown

Iuarterly reakdown

?

B!d(e


59/64

ED;C TIO8

(2or Cl!ser

Art Edcatin 0MA >eaching 0MA>

+7%

32%

21% Ads: Print

Ads: Online

Direct MailEvents

Search Marketing

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(2!)))*))

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(-!)))*))

(1)!)))*))

(12!)))*))


Ads: Print $3,&02 $5,634 $3,675 $0 $13,211

Ads: Online $3,000 $3,000 $1,500 $1,500 $&,000

Direct Mail $0 $0 $0 $0 $0

!ents $0 $0 $0 $0 $0

"earc#Maretin%

$1,500 $1,500 $1,500 $1,500 $6,000

Total "(end $',402 $10,134 $6,675 $3,000 $2',211


reakdown

Iuarterly reakdown

?(

B!d(e


60/64

RT REL TED

=ritical Stdies =ratrial Practice


reakdown

Iuarterly reakdown

2or Cl!ser

3+%

3)%

3,% Ads: Print

Ads: Online

Direct Mail

Events

Search Marketing


(1!)))*))

(2!)))*))

(3!)))*))

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(.!)))*))

(,!)))*))


Ads: Print $2,817 $2,817 $0 $0 $5,634

Ads: Online$1,000 $1,000 $1,500 $1,500 $5,000

Direct Mail$0 $0 $0 $0 $0

Events $0 $0 $0 $0 $0

Search

Marketing$1,500 $1,500 $1,500 $1,500 $6,000

Total

Spend$5,317 $5,317 $3,000 $3,000 $16,634

+*

GR D; TE

B!d(e


61/64

PROGR MS

BR 8DI8G

3,%

2.%

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(9!)))*))

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Iuarterly reakdown

B!d(e


Ads: Print $2,'17 $2,'17 $0 $0 $5,634

Ads: Online $1,000 $1,000 $1,500 $1,500 $5,000

Direct Mail $0 $0 $0 $0 $0

!ents $0 $0 $0 $0 $0

"earc#Maretin%

$1,500 $1,500 $1,500 $1,500 $6,000

Total "(end $5,317 $5,317 $3,000 $3,000 $16,634

+1

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Toal re.!es

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Documents

Gradute Program Marketing Strategyv2