WELCOMEMarketing Plan Development

Agenda

WelcomeOverviewStrategic Focus• Mission Statement• SWOT Analysis/Prioritize• Goals/Prioritize

Marketing Strategies• Constituents• Strategies• MessagesP

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Overview

Purpose of Marketing

College LevelCampus Level

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Overview

Goal of Meeting: To guide the unit through the process of developing and implementing a marketing plan that complements the campus-level plan

Process

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Mission Statement

In three to five years, if there were no obstacles, what would success look like for the College/Unit?

What does success look like on campus? Off campus (peer institutions, funding agencies, alumni)?

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Goals

What goals would help you achieve this success?

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Strengths

What are your successes?

What makes them successes?

What factors (people, products, systems, etc.) contributed to the success?

What would your constituents say are your strengths?

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Weaknesses

What are your weaknesses?

What would your constituents say are your weaknesses?

What changes are you prepared to make to improve the situation?

What factors (people, products, systems, etc.) contributed to the weaknesses?

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Opportunities

What are some realistic opportunities that your unit is aware of?

Are there any changes or trends in the marketplace that might present an opportunity?

How can you take advantage of these opportunities?

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Threats

Whom do you use as a benchmark? Who is your competition?

What is your competition doing that works?

What are the similarities and differences between your unit and the competition?

Could any of your weaknesses seriously threaten your unit?

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Constituents

Who can make the top goals happen?

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Strategies

How do you currently reach these constituents?

What new strategies will work?

Are these strategies measurable?

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Messages

Why do these constituents choose your programs, services, and benefits?

What benefit do you provide or need to fulfill?

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Wrap-up/Evaluation

Please send any additional thoughts or ideas to the meeting to:

FacilitatorEmail address

Thank you!

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