Marketing Campaign For

Table of Contents 1. 2. 3. Executive Summary Company Description Strategic Focus a. The Mission b. Our Goals c. Our Advantages 4. 5. 6. Situation Analysis Market Focus Evaluation Page Four Page Five Page Five Page Five Page Six Page Seven Page Nine Page Ten Page Eleven

1. Executive Summary
The objective of this campaign is to help promote the MBA program at Bloomsburg University and increase enrollment, thus increasing overall revenue to the university. Due to a failing economy, many other affordable universities are gaining an increase of enrollment. We at Bloomsburg University have felt the effects and have gained a slight growth, however, the full potential of this growth has not been capitalized upon. To correct this, we have several ideas and plans we believe will help the university to increase its MBA programs enrollment dramatically over the course of several years. Beginning with our advertising plans, we believe that the addition of some billboards and a commercial will positively affect enrollment. The current commercial we have for the MBA program is rather disappointing. The length is too long to be a reasonable commercial and the style in which it was made is both dry and slow. This needs to be changed and we will further mention how this can be done. In the matter of billboards, we intend to place them on frequently traveled roads so they are easily accessible. These billboards will serve as local attraction and in time we can expand to target other states. Within each and every form of advertisement we do, we intend to make a mentioning of the Association to Advance Collegiate Schools of Business (AACSB) accreditation. Not only are we focusing on the advertising aspect, our team has many other motives as well. The name Bloomsburg University is not currently a well-known University. Those who have not heard of Bloomsburg University usually dont have many positive thoughts. To counteract this, we believe the university should take part in the community more than it already does. Doing so will elevate the status of the university in the minds of everyone, not just students who are associated with it. This will increase word of mouth ultimately benefiting the university. As we move along with this campaign, how we will improve these areas will be detailed.

2. Company Description
Bloomsburg Universitys MBA Program is an AACSB accredited, thirty six hour session of classes in which people of all fields of study are welcome to further their education and professional abilities. Here at Bloomsburg University, we know that for one to be successful in any industry, you need leadership skills. We know that, and know it well, so not only does our program revolve around what you need to succeed, we also emphasize on those skills to ensure you have everything you need to do your best.

3. Strategic Focus and Plan

This section will go into detail about our MBA programs strategies. These will be the main inspiration for the continuation of this campaign. This section will include our mission statement, our goals, and our competitive advantages.

1. The Mission
The College of Business faculty is committed to providing a quality education recognized by our stakeholders. A Bloomsburg University undergraduate business degree prepares students to meet or exceed performance expectations in their initial professional positions. It also builds upon their experiences to achieve career advancement, while the MBA program enhances the performance and career potential of working professionals. The faculty focuses on student development of disciplinary competence, effective communications skills, collaborative problem solving skills, competence in the use of technology and an understanding of the importance of diversity and ethical behavior. The faculty engages in applied and pedagogical intellectual activities to remain current in their disciplines and to enrich curricula and instruction. The faculty utilizes and strengthens their professional expertise by providing service to the university community and external stakeholders.

2. Our Goals
We have multiple goals in mind when it comes to what we want to do with this campaign. However, we do believe that the main goal will be to increase student enrollment for our MBA program. This section is spilt into three parts; current students, alumni, and nonaffiliated students. Furthermore a goal we have is to promote the name of Bloomsburg University and the MBA program. Doing so will allow increased name recognition, thus helping with our main goal.

Current Students: o The first thing we believe that needs to be done is to capture any and all students we can that are currently students here at Bloomsburg University. How can we even consider recruiting other students if we cant even keep the current students? o Putting out flyers around campus about this program and offering quick and simple information sessions can help recruit current students at Bloomsburg University. We could also have students who are currently enrolled in the MBA program go around talking to some of the classes about their opinions and their overall experience. Hearing firsthand information will grab students attention and get them interested.

Alumni o Alumni are a good option to entice to enroll. They know the college, they may or may not know what we offer, and we already have a means to directly contact them with relatively instant response if done correctly.

Non-affiliated students o For the purpose of this campaign, non-affiliated students will be considering any and all students not current at Bloomsburg University or Alumni. We believe that we need not only target students in Pennsylvania but other states, and countries to truly reap the benefit of the program. A universal message will be sufficient at gaining the desired attention.

Another goal we have is to go above and beyond the advertising aspect. We have an idea of creating a simpler and more straight forward advertising video about the MBA program. The current one is lengthy and people get bored watching it. Other views simply do not finish the video. Our goal is to make a video that will be televised, and viewers will be able to tell right away what is being advertised. Furthermore a bit of information on how successful Alumni of the MBA program have become would be beneficial to the video.

3. Our Advantages
The MBA program at Bloomsburg University offers several advantages to both business and non-business majors. The curriculum is designed by both faculty and external participants to guarantee the knowledge, skills, and abilities you need to succeed as a manger. This AACSBaccredited MBA program strives to develop leadership skills that are designed to provide

students with theoretical, analytical, and operational expertise. A Master of Business Administration is one of the most popular graduate degrees available and Bloomsburg Universitys program is extremely flexible offering evening classes as well as one, two and three year options. Courses meet for one evening for fifteen weeks during the spring and fall semesters. The summer semester courses meet two evenings for six weeks. Students can choose to attend part time and take one or two courses per semester or full time where students are expected to graduate in one or two years. All courses are taught by professional faculty members and our international AACSB accreditation sets us apart from other universities. The AACSB accreditation is known worldwide and is the most recognized form of specialized accreditation that a business program can earn. Bloomsburg Universitys MBA program is comparable to Harvard University, one of the most prestigious institutions for higher learning. The program at Bloomsburg University is affordable with the same accreditation as private schools and offers graduate assistantships which waives or partially waives approximately 25 percent of the students fees. Bloomsburg University takes pride in their regional ranking, and national competition standings.

4. Situation Analysis

SWOT Analysis
Strengths
Research Opportunities Tuition assistance through graduate assistantship Accreditation is competitive with Harvard University Many opportunities for professional development State school status (PASSHE) Affordable Schedule flexibility 1, 2, 3 year plans *Mission Statement* *Schools location* Heavy reliance on undergraduates Not advertised well

Weaknesses

No clear recruitment strategy Qualified faculty and staff Diversity Inadequate resources for recruitment, retention, advising, and marketing needed to recruit and retain students

*Mission statement of school* *Schools location* 40 miles from Wilkes-Barre, 80 miles from Harrisburg.

Lack of name recognition outside local area Current campaign video Website (bloomu.edu)

Opportunities

Threats

Develop and implement graduate student assessments to get more feedback for improvement and expansion. People of all ages and majors can attend and succeed Make a better campaign video Utilize the Mass Comm. Department Billboards

Other stare schools can become serious competitors

Weak economy

5. Market Focus
In this section we will discuss our target market in detail, what we are currently doing, what we plan to start doing, our points of difference, and how to position ourselves in the mind of our students. Target Market: Our target market is clearly defined. We are targeting people aged 20 to 28, both national and international with a main focus being national. We have come to this conclusion based on the statistical information that out of sixteen thousand students, twelve percent fall under that range. We are going to target current students, alumni, and non-associated students trying to further their education in a lucrative field.

Currently there is little to no promotion for the MBA program here at Bloomsburg University. To change this, the first thing we plan to do is put up billboards along frequently traveled roadways. Also we plan to create a commercial video with current students and alumni, in regards to the MBA program. To involve the university more on this project, we intend to have the mass communication department work on this project. Our points of differences: there are not many things that we currently do to set us apart from other colleges. We at Bloomsburg University do have our AACSB accreditation in which we have international recognition on the quality of our program. More so our affordability and flexible scheduling allows for all potential and current students to attend as their time permits. Lastly our status in the PASSHE means we are in a group that focuses on the betterment of students and education. Positioning: How do we want students to see us, how do we want them to view us and think of us? Currently if you were to ask people what comes to mind when you think Bloomsburg University, you will get one of two options: A. We have never heard of Bloomsburg University. B. Isnt that a drinking and party college? We dont believe that is the type of image what we want to be associated with. With the use of the aforementioned billboards and commercial, we will be able to improve the image. Equally if the university was to increase the amount of community driven and community activities it does within the town of Bloomsburg, the overall image would increase as well.

6. Evaluation
In this campaign, we have covered many different key issues and concerns along with the all beneficial elements we have reviewed. We truly do believe that should Bloomsburg University take into consideration everything that we have mentioned, enrollment will grow.

The addition of increased advertisement, increased name recognition, and the overall quality of the university affairs can only help in its future. The potential for this university is outstanding and over time the capabilities may very well exceed our expectations. If Bloomsburg University were to remain with their direction on the MBA program, unfortunately, we will not see any development to it.

Team Two
Dominique Clark Jessica Orlando Lauren Brant

Nicole Campbell

Ricardo M. C. Santos