Marketing Strategy Plan for the University of Dayton Department of Educational Leadership

1. Matthew Benton Bradley Duranty Cara Frericks Michael Huser Stephanie Johnson Neil Smith Sarah Thamann Michael Wiora UDEL, Quality education taking you to the next level

2. Stephanie Johnson UDEL, Quality education taking you to the next level

3. UDEL, Quality education taking you to the next level

9. Bradley Duranty UDEL, Quality education taking you to the next level

10. <ul><li>Demographics: </li></ul><ul><ul><li>Male & Female, 22 and older </li></ul></ul><ul><li>Geographic: </li></ul><ul><ul><li>Cincinnati, Dayton, Columbus </li></ul></ul><ul><li>Psychographics: </li></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Career driven </li></ul></ul>UDEL, Quality education taking you to the next level

11. <ul><ul><ul><li>Quality education </li></ul></ul></ul><ul><ul><ul><li>Dedicated faculty </li></ul></ul></ul><ul><ul><ul><li>Fulfill needs of consumer </li></ul></ul></ul>UDEL, Quality education taking you to the next level

12. <ul><ul><ul><li>Benefits offered by competitors </li></ul></ul></ul><ul><ul><ul><li>Location </li></ul></ul></ul><ul><ul><ul><li>More specialized programs </li></ul></ul></ul>UDEL, Quality education taking you to the next level

13. <ul><li>Previous Marketing Efforts </li></ul><ul><ul><ul><ul><li>Today’s Catholic Teacher Publication </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Attendance at conferences </li></ul></ul></ul></ul><ul><ul><ul><ul><li>National Catholic Educational Association email blast </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>“ Door Drop” </li></ul></ul></ul></ul></ul>UDEL, Quality education taking you to the next level

14. <ul><li>Compensation </li></ul><ul><ul><li>Understand the competition </li></ul></ul><ul><li>Future </li></ul><ul><ul><li>Increase marketing budget </li></ul></ul><ul><ul><li>Sponsorship and donations </li></ul></ul><ul><li>Current </li></ul><ul><ul><li>Small advertising budget </li></ul></ul><ul><ul><li>Educated faculty </li></ul></ul>UDEL, Quality education taking you to the next level

15. Neil Smith UDEL, Quality education taking you to the next level

16. <ul><li>Prestigious reputation which resonates to UDEL </li></ul><ul><li>The University of Dayton’s Marianist traditions and principles shape the family and community based atmosphere. </li></ul><ul><li>UDEL programs offer many different avenues to receive an education. </li></ul>UDEL, Quality education taking you to the next level

17. <ul><li>In recent years UDEL has not had a proper approach to advertising their program. </li></ul><ul><li>The University of Dayton’s perceived high cost of education. </li></ul>UDEL, Quality education taking you to the next level

18. <ul><li>Increase in size of the University of Dayton’s undergraduate Education Program. </li></ul><ul><li>The State of Ohio’s professional requirements for teachers, who must obtain a Master’s degree within five years of teaching. </li></ul><ul><li>Recognizable and distinguished professors and staff in the UDEL program. </li></ul>UDEL, Quality education taking you to the next level

19. <ul><li>The increase in competition in regards to the market shifting to solely online programs. </li></ul><ul><li>UDEL is threatened by a debate continuing in the upper leadership over the effectiveness of online classes. </li></ul><ul><li>The recent decline in the national and regional economy. </li></ul>UDEL, Quality education taking you to the next level

20. STRENGTHS : • UD’s prestigious reputation • Marianist community • Multiple avenues to receive education OPPORTUNITIES : • Increased size of undergrad • Masters Requirement 5 years • Distinguished staff WEAKNESSES : • Advertising program • Perceived high tuition cost THREATS : • Increase online program competition • Online class debate • Economy

21. <ul><li>Matching </li></ul><ul><ul><li>Match strengths and opportunities increasing the amount of promotion regarding UDEL’s quality programs </li></ul></ul><ul><li>Converting </li></ul><ul><ul><li>Weak advertising can be converted into a strength with new advertising with an emphasis on quality </li></ul></ul>UDEL, Quality education taking you to the next level

22. <ul><li>Minimizing </li></ul><ul><ul><li>UDEL needs to work to minimize the perceived weakness of their inability to compete on price </li></ul></ul><ul><li>Avoiding </li></ul><ul><ul><li>UDEL needs to avoid the threat posed by the increase in competition </li></ul></ul>UDEL, Quality education taking you to the next level

23. Matthew Benton UDEL, Quality education taking you to the next level

24. <ul><li>Who are we as an organization? </li></ul><ul><li>Who are our customers and what do they value? </li></ul><ul><li>What makes us unique? </li></ul>UDEL, Quality education taking you to the next level

25. <ul><li>“ The mission of the University of Dayton, Department of Educational Leadership is to satisfy the wants and needs of school administrators and school systems to prepare clients to serve effectively and ethically in administrative roles through the Marianist tradition. “ </li></ul>UDEL, Quality education taking you to the next level

26. <ul><li>Future Oriented </li></ul><ul><li>Untapped opportunities </li></ul>UDEL, Quality education taking you to the next level

27. <ul><li>“ UDEL aspires to become the premiere institution for teachers looking for a graduate degree in educational leadership to achieve their personal and professional goals and objectives. This will foster lasting relationships with local and regional school systems while exhibiting Marianist values. “ </li></ul>UDEL, Quality education taking you to the next level

28. <ul><li>Goal #1: Maintain current level of students </li></ul><ul><li>Objective 1.1: Discontinue tuition freeze for incoming students, continue for current students </li></ul>UDEL, Quality education taking you to the next level

29. <ul><li>Specific Outcome </li></ul><ul><ul><li>Increased capital and goodwill </li></ul></ul><ul><li>Time Frame </li></ul><ul><ul><li>6-9 months </li></ul></ul><ul><li>Person Responsible </li></ul><ul><ul><li>Rev. Joseph Massucci Ph.D. </li></ul></ul>UDEL, Quality education taking you to the next level

30. <ul><li>Objective 1.2: Work with current students to make sure their needs are met to maintain their happiness level. </li></ul>UDEL, Quality education taking you to the next level

31. <ul><li>Specific Outcome </li></ul><ul><ul><li>Remind students of their importance </li></ul></ul><ul><li>Time Frame </li></ul><ul><ul><li>1-3 months </li></ul></ul><ul><li>Person Responsible </li></ul><ul><ul><li>All faculty </li></ul></ul>UDEL, Quality education taking you to the next level

32. <ul><li>Goal #2: Attract new students </li></ul><ul><li>Objective 2.1: Develop a script </li></ul>UDEL, Quality education taking you to the next level

33. <ul><li>Specific Outcome </li></ul><ul><ul><li>Answer questions and objections in a marketing manner </li></ul></ul><ul><li>Time Frame </li></ul><ul><ul><li>1-2 days </li></ul></ul><ul><li>Person Responsible </li></ul><ul><ul><li>Marketing intern and Marketing Board of Advisors </li></ul></ul>UDEL, Quality education taking you to the next level

34. <ul><li>Objective 2.2: Develop an integrated marketing campaign involving promotions such as direct mail, advertisements, direct selling and magnets. </li></ul>UDEL, Quality education taking you to the next level

35. <ul><li>Specific Outcome </li></ul><ul><ul><li>Consistent messages create identity with UDEL </li></ul></ul><ul><li>Time Frame </li></ul><ul><ul><li>1-3 months </li></ul></ul><ul><li>Responsible Person </li></ul><ul><ul><li>Marketing intern and Marketing Board of Advisors </li></ul></ul>UDEL, Quality education taking you to the next level

36. <ul><li>Goal #3: Maintain and improve current quality of program. </li></ul><ul><li>Objective 3.1: Continue to improve faculty </li></ul>UDEL, Quality education taking you to the next level

37. <ul><li>Specific Outcome </li></ul><ul><ul><li>Never a decline in quality </li></ul></ul><ul><li>Time Frame </li></ul><ul><ul><li>ASAP </li></ul></ul><ul><li>Person Responsible </li></ul><ul><ul><li>Rev. Joseph Massucci, Ph.D. </li></ul></ul>UDEL, Quality education taking you to the next level

38. <ul><li>Objective 3.2: Improve and enhance website so that is more accessible, effective and easily explored. </li></ul>UDEL, Quality education taking you to the next level

39. <ul><li>Specific Outcome </li></ul><ul><ul><li>Increase in user friendliness </li></ul></ul><ul><li>Time Frame </li></ul><ul><ul><li>6-9 months </li></ul></ul><ul><li>Person Responsible </li></ul><ul><ul><li>MIS and Marketing interns work with the board and executives </li></ul></ul>UDEL, Quality education taking you to the next level

40. PRESENT PRODUCT PRESENT MARKET MARKET PENETRATION STRATEGY Marketing research Product differentiation Gain market share Lowest risk “ Product Positioning”

41. Michael Huser UDEL, Quality education taking you to the next level

42. <ul><li>Public Paul and Patty </li></ul><ul><li>Primary Needs </li></ul><ul><ul><li>Increased Pay </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Personal achievement </li></ul></ul><ul><li>Key Benefits </li></ul><ul><ul><li>Convenience </li></ul></ul><ul><ul><li>Cost effective </li></ul></ul><ul><ul><li>Quality </li></ul></ul>UDEL, Quality education taking you to the next level

43. <ul><li>Catholic Christina </li></ul><ul><li>Primary Needs </li></ul><ul><ul><li>Increased Pay </li></ul></ul><ul><ul><li>Personal Achievement </li></ul></ul><ul><li>Key Benefits </li></ul><ul><ul><li>Online and face-to-face classes </li></ul></ul><ul><ul><li>Cost effective classes </li></ul></ul><ul><ul><li>Prestigious education </li></ul></ul>UDEL, Quality education taking you to the next level

44. <ul><li>Education Ed & Edwina </li></ul><ul><li>Primary Needs </li></ul><ul><ul><li>Principle </li></ul></ul><ul><ul><li>Superintendent </li></ul></ul><ul><ul><li>Curriculum Director </li></ul></ul><ul><li>Key Benefits </li></ul><ul><ul><li>Specialty product </li></ul></ul><ul><ul><li>Quality education </li></ul></ul><ul><ul><li>Convenient locations </li></ul></ul>UDEL, Quality education taking you to the next level

45. Quality Price High Price Low Quality High Low

46. Cara Frericks UDEL, Quality education taking you to the next level

47. MARKETING STRATEGY APPROPRIATE MARKETING IMPLEMENTATION EFFECTIVE Success All measurable targets met for sales growth, market share, and profits

48. <ul><li>Employee Training </li></ul><ul><ul><li>Universal Script </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><li>Internal Communication </li></ul><ul><ul><li>All informed about the strategy </li></ul></ul>UDEL, Quality education taking you to the next level

49. Specific Tactical Activities Person Responsible Required Budget Completion Date <ul><li>Product Activities </li></ul><ul><li>Hiring of a marketing intern </li></ul><ul><li>Hiring of a MIS intern </li></ul>Dr. Massucci $ 1,120 10.8% $ 1,176 11.4% 01/01/2009 01/01/2009 Pricing Activities 1. Increase Tuition to keep up with inflation rates 2. Discontinue Tuition Freeze for incoming students Dr. Massucci $ 0 0%

50. Specific Tactical Activities Person Responsible Required Budget Completion Date <ul><li>Distribution Activities </li></ul><ul><li>1. Improve on-line classes from website </li></ul><ul><li>Continue quality of classroom experience </li></ul>Dr. Massucci $ 0 0% IMC Activities 1. Advertising 2. Personal Selling 3. Sales Promotion Items 4. Publicity 5. Public Relations Dr. Massucci, Marketing intern, and Marketing Board of Advisors $ 2,800 27.2% $ 1,000 9.7% $ 3,000 29.1% $ 200 1.9% $ 2,000 19.4% 5/1/2010 1/1/2010 5/1/2010 1/1/2010 6/30/2010 TOTAL BUDGET $ 11,296.00 100%

51. UDEL, Quality education taking you to the next level Product Activities $2,296 Pricing Activities $0 Distribution Activities $0 IMC Activities $9,000 TOTAL BUDGET $11,296

52. Michael Wiora UDEL, Quality education taking you to the next level

53. <ul><li>Formal Marketing Controls </li></ul><ul><li>Informal Marketing Controls </li></ul>UDEL, Quality education taking you to the next level

54. <ul><li>Hiring of a Marketing Intern </li></ul><ul><ul><li>MIS Intern </li></ul></ul><ul><li>Board of Marketing Advisors </li></ul><ul><li>Marketing Plan Workshop </li></ul>UDEL, Quality education taking you to the next level

55. <ul><li>Employees behavior </li></ul><ul><li>Cultural Control </li></ul>UDEL, Quality education taking you to the next level

56. <ul><li>Provide students with an Exit Survey </li></ul>UDEL, Quality education taking you to the next level

57. Sarah Thamann UDEL, Quality education taking you to the next level

60. <ul><li>UDEL, Quality education </li></ul><ul><li>taking you to the next level </li></ul>

62. <ul><li>Collective document that all faculty can use and reference to provide information </li></ul><ul><li>Can be used to answer questions that potential customers might ask </li></ul><ul><li>Provides a list of benefits of UDEL </li></ul>UDEL, Quality education taking you to the next level

Marketing Strategy Plan for the University of Dayton Department of Educational Leadership

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Marketing Strategy Plan for the University of Dayton Department of Educational Leadership