2012-2013

44% of responses were freshman parents

4-year memberships account for 64% of total memberships

Newsletter is very popular: 1.74 on the Likert scale

Freshman parents rated newsletters the highest out of Sophomore, Junior, Senior Parents

Hotels + Discounts also popular (only available via 4-year membership)

Target Parents of Freshmen Recommendations from Survey Data

Freshmen Seniors4 year membershipseSignup registration form

Provide improved categorization of benefits (dining/travel/entertainment/finance&insurance)

Customizable workshops

One or two leaders will be assigned to each work-shop to help create post-orientation correspondence

Workshop info and leaders’ contact info should be accessible online

Comparison table of the 1-year/4-year membership benefits to emphasize the better value of the 4-year membership

Strategic Marketing Plan

Goals & IntiativesIncrease awareness of UTPA with parents of prospective students

Maximize the number of freshman parent members

Enhance and grow member benefits

Develop clear and effective messages for member and campus audiences

Overall: Provide information, guidance and resources to all UT Parents

Budget $20,000

TechDevelopment Intern(s)

45%

55%

Allocate marketing budget toward efforts resulting in an increase in 4-year memberships

20 hours per week at $10/hr for 50/wks

Website SetupDesign & DevelopmentHosting for one year

$9,000

$11,000

Recommendations from Secondary Research

Setup Facebook/Twitter accounts to replace eForum

Integrate Website with Facebook through Facebook Apps

Leverage Facebook Events

Add profile photos of new Facebook ‘Likes’ to each newsletter to share community growth and to encourage lateral communication within the UTPA community

Newsletter

Website

Facebook

Twitter

Square Account