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MARKETING PLAN FALL 2014 Marketing/PR Committee
HOW DO WE REACH OUR AUDIENCE?Social Media• Facebook, Twitter, Instagram, Pinterest•Word of Mouth• Friends, family, classmates, peers, professors•Traditional Media• Flyers, banners, posters, Miami Student Newspaper•Minor Events•Mega Fair, Fashion Show, Halloween Handouts, Good Luck Station, Valentine’s Day
http://adage.com/article/guest-columnists/word-mouth-mainstream-measureable/239501/
WORD-OF-MOUTH: OUR SECRET WEAPON
“…social voice (defined as both online and offline word-of-mouth) increasedmarketing effectiveness up to 54%, and a 10% increase in social voiceresulted in a sales lift of up to 1.5%. Also, offline WOM had a moresignificant impact on buying outcomes than social media.”
With this in mind, it is important to view our marketing, both offline and online, as a way of generating WOM.
http://www.marketing-schools.org/types-of-marketing/traditional-marketing.html
TRADITIONAL MARKETING“Most traditional marketing strategies fall under one of four categories: print, broadcast, direct mail, and telephone.”
DIGITAL MARKETING: DEFINED
HTTP://WWW.BUSINESSDICTIONARY.COM/DEFINITION/DIGITAL-MARKETING.HTML#IXZZ39TU786PF
“The promotion of products or brands via one or moreforms of electronic media. For example, advertising mediumsthat might be used as part of the digital marketing strategyof a business could include promotional efforts made via theInternet, electronic billboards, mobile phones and social media.”
http://techcrunch.com/2013/05/03/with-over-15m-sites-built-weebly-launches-new-planner-and-mobile-editor-brings-website-creation-service-to-android/
https://www.verisigninc.com/assets/Research-small-business-september2013.pdf
DIGITAL MARKETING: WEBSITE
44%
26%
10%
10%
9%2%
Methods of Online PresenceWebsite Social Media E-Commerce SiteBlog Local Review Site Other
https://www.verisigninc.com/assets/Research-small-business-september2013.pdf
DIGITAL MARKETING: WEBSITE & EMAIL
65%Of small businesses with an online presence said they elected to create
a company website because it makes their company look more credible
60% Of small businesses said that a website is critical for a small company’s success
82%Of small businesses with an online presence would
recommend investment in a website to other small companies in their industry
92% Of small businesses say they feel that branded email makes their business look more credible
89% Of small businesses with an online presence prefer a .com domain name for their company website.
http://www.searchenginejournal.com/how-your-domain-name-will-impact-seo-social-media-marketing/
DIGITAL MARKETING: WEBSITE
These are the most important aspects of a website:1. Have a brandable domain2. Pick a .com extension3. Be memorable4. Be relevant5. Easy to spell6. Sound authoritative7. Shorter is better8. Be unique
WEBSITE TARGET AUDIENCE• Alumni• Oxford Residents• Staff• Faculty
Students are not the target of this website, however, international students who are not on social media may find a website more useful when gathering information on the event.
http://whatis.techtarget.com/definition/social-media
SOCIAL MEDIA: DEFINED“Social media is the collective of online communications channelsdedicated to community-based input, interaction, content-sharingand collaboration. Websites and applications dedicated to forums,microblogging, social networking, social bookmarking, social curation,and wikis are among the different types of social media.”
http://www.pewinternet.org/2013/12/30/demographics-of-key-social-networking-platforms/
http://www.pewinternet.org/2013/12/30/demographics-of-key-social-networking-platforms/
http://www.pewinternet.org/2013/12/30/demographics-of-key-social-networking-platforms/
http://www.pewinternet.org/2013/12/30/demographics-of-key-social-networking-platforms/
http://www.pewinternet.org/2013/12/30/demographics-of-key-social-networking-platforms/
WHO IS OUR TARGET DEMOGRAPHIC?1. Students2. Alumni3. Faculty4. Staff5. Oxford Residents
MIAMI STUDENTS Demographics
http://colleges.usnews.rankingsandreviews.com/best-colleges/miami-university-oxford-7104
MIAMI UNIVERSITYSTUDENT DEMOGRAPHICS
Fe-male52%
Male48%
Gender
http://colleges.usnews.rankingsandreviews.com/best-colleges/miami-university-oxford-7104
MIAMI UNIVERSITYSTUDENT DEMOGRAPHICS
In Fra-ternity
76%
In-de-
pen-dent24%
Male Students
In Soror
ity75%
In-de-
pen-dent25%
Female Students
MIAMI UNIVERSITYSTUDENT DEMOGRAPHICS
43%
20%
18%
11%
9%
MajorsBusiness Related Education Social SciencesBiological Sciences Psychology
MIAMI ALUMNI Demographics
http://miamioh.edu/news/article/view/17660
MIAMI UNIVERSITYALUMNI DEMOGRAPHICS
Starting Salary:
Mid-Career:
$46,600
$85,500
https://www.linkedin.com/edu/alumni?id=19116&facets=G.us:0&keyword=&dateType=attended&startYear=&endYear=&incNoDates=true&start=0&count=10&filters=off&trk=edu-up-nav-menu-alumni
MIAMI UNIVERSITYALUMNI DEMOGRAPHICS
35%
13%11%
11%
5%
5%
4%
AlumniCincinnati Area Greater Chicago Area Cleaveland/Akron AreaColumbus Area Greater NYC Area Dayton AreaWashington DC Metro Area Greater Atlanta Area San Francisco Bay AreaGreater Denver Area Greater Detroit Area Indianapolis AreaGreater Boston Area Greater Los Angelos Area
OXFORD RESIDENTS Demographics
http://www.cityofoxford.org/sites/default/files/econ_dev/General%20Population%20and%20Housing%20Characteristics.pdf
OXFORD, OHRESIDENTS DEMOGRAPHICS
52%
48%
GenderFemale Male
http://www.cityofoxford.org/sites/default/files/econ_dev/Social%20Characteristics.pdf
2%6%
19%
12%
5%
22%
35%
25 yrs or older EducationLess than 9th grade 9th to 12th, no diploma High School GraduateSome college, no degree Associate's Degree Bachelor's DegreeGraduate or Professional Degree
OXFORD, OHRESIDENTS DEMOGRAPHICS
http://www.cityofoxford.org/sites/default/files/econ_dev/General%20Population%20and%20Housing%20Characteristics.pdf
OXFORD, OHRESIDENTS DEMOGRAPHICS
6%
74%
8%
7%6%
Ages14 & Under 15 to 29 years 30 to 49 years 50 to 64 years Over 65 years
http://www.cityofoxford.org/sites/default/files/econ_dev/Economic%20Characteristics.pdf
OXFORD, OHRESIDENTS DEMOGRAPHICS
25%
9%
14%8%
11%
12%
7%
6%
5% 2%
Yearly Household IncomeLess than $10,000 $10,000 to $14,999 $15,000 to$24,999 $25,000 to $34,999$35,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000 to $149,999$150,000 to $199,999 $200,000 or more
http://www.petersons.com/college-search/miami-university-000_10002558.aspx
MIAMI UNIVERSITYFACULTY DEMOGRAPHICS
43%
57%
GenderFemale Male
http://www.american-school-search.com/faculty/miami-university-oxford
MIAMI UNIVERSITYFACULTY DEMOGRAPHICS
27%
29%
16%
9%
10%
9%
RankProfessors Associate Professors Assistant ProfessorsInstructors Lecturers Unranked Teachers
http://www.american-school-search.com/faculty/miami-university-oxford
MIAMI UNIVERSITYFACULTY DEMOGRAPHICS
Professor $140,172Associate Professor $104,328Assistant Professor $95,100Instructor $49,500Lecturer $67,272Unranked Teacher $56,069
Average Faculty Salaries by Ranking
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