Health Sciences Program Marketing Plan for Notre Dame of Maryland University
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Transcript of Health Sciences Program Marketing Plan for Notre Dame of Maryland University
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HEALTH SCIENCES PROGRAMMARKETING PLANMary Ann Davis
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Research
Promotional Mix
Analysis and Refinement
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Research
Utilize Internal and External Resources• Understand the Program• Understand the Target Audiences• Understand the Competitors
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Research
Utilize Internal Resources
• Program Manager(s)/Department Chairs
• Admissions• Advising• Support Service Areas that
are Unique to the Program
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Research
Understanding the Program
• Program’s Description and Course Requirements• Career Paths• Formats
(e.g. on campus, online, cohort, accelerated)• Why it’s Being Offered
(e.g. high demand, little options; an option for students who can’t excel in other health care programs; grant)
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Research
Understanding the Target Audiences
• Demographics
• Psychographics
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Research
90% of Notre Dame of Maryland University’s Students Reside in
Maryland
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Research
Understanding the Competitors
PrimaryMaryland colleges/universities offering undergraduate degrees:• Human Services• Health Services• Health Sciences
SecondaryOut of state colleges/universities offering undergraduate degrees:• Human Services• Health Services• Health Sciences
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Research
External Resources: Competitor Research
• UMUC• Kaplan University
Online• University of
Baltimore
Research
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Research
• Coppin State University• Frostburg State University• Towson University• Mount Saint Mary's
University• University of Maryland
School of Public Health• University of Maryland
School of Nursing
Research
External Resources: Competitor Research
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ResearchResearch
Creative Review - Design and Messaging
• Online (e.g. website, online advertising and social media)
• Print (e.g. view book, brochures, rack cards, display ads, and other print related promotions)
External Resources: Competitor Research
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Research
Primary Competitor Research: Creative Review
Research
Human Services
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ResearchResearch
Primary Competitor Research: Creative Review
Health Services/Sciences
Use of Common Keywords = Better SEO
4 out of 6 use Health Services
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Research
Primary Competitor Research: Creative Review
Research
Online University
Locations in Rockville and Hagerstown
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Promotional Mix
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Promotional Mix
Who Are We Trying to Reach?
Primary Target AudiencesTraditional female students living in Maryland
Secondary Target AudiencesTraditional female students living out of state.
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Promotional Mix
Who Are We Trying to Reach?
Primary Target AudiencesNon-traditional students living in Maryland
Secondary Target AudiencesNon-traditional students living out of state
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Promotional Mix
Primary Locations• Maryland
• Baltimore Metro Area• Washington, DC Corridor• College of Adult
Undergraduate Studies (CAUS) Satellite Location Areas
Secondary Locations• Outside of Maryland
Where Are We Trying to Reach?
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Promotional Mix
How Are We Trying to Reach?
Dual Campaign Approach
Incorporating Each College’s Unique Branding and Messaging Elements
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Promotional Mix
How Are We Trying to Reach? Dual Campaign Approach
Primary Activities
• Print• Digital• Public Relations/Outreach• Broadcast Media
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Promotional Mix
Primary Activities - Print
How Are We Trying to Reach?
Traditional and Non-traditional Students
• Brochures• Article in Universitas (Word
of Mouth)• Post Card Mailings• Display Signage for Outreach
Visits• Billboards
Non-traditional Students• Ads in Local Newspapers
Near CAUS Locations• Articles/Ads in Local Health
Care Organization Newsletters
Traditional Students • View Book
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Promotional Mix
Primary Activities - Digital
How Are We Trying to Reach?
• Website Marketing• Online Advertising• Social Media
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Promotional Mix
Website Marketing Notre Dame of Maryland University
Program Page
Traditional and Non-traditional Students
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Promotional Mix
Website Marketing Notre Dame of Maryland University
Home Page Card
Traditional and Non-traditional Students
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Promotional Mix
Website Marketing Notre Dame of Maryland University
Sidebar Callouts
Traditional and Non-traditional Students
Added to Related Program Pages to Assist Undecided Students
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Website Marketing College Directory Websites
Promotional Mix
Traditional and Non-traditional Students
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Online Advertising
Promotional Mix
Traditional and Non-traditional Students
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Online Advertising
Promotional Mix
Search Display
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Online Advertising
Promotional Mix
Search Network
No Conversion(i.e. completing lead generation form)
Display Remarketing
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Online Advertising
Promotional Mix
Power EditorCampaign
No Conversion(i.e. completing lead generation form)
Pixel Targeting
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Social Media: Organic (Non-paid) Posts
Promotional Mix
Traditional and Non-traditional Students
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Social Media – Organic (Non-paid) Posts
Promotional Mix
• Announcing the New Program• Career Profile Series
• Infographics• Curated content from other sources• Video of professionals at partnering health
care organizations• Open House/Information Session Events
• Live Tweeting or Live Streaming
Content Calendar:
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Primary Actions Public Relations/Outreach
Promotional Mix
• Press Releases to News Media Outlets
• Open Houses/Information Sessions (promoted with advertising and
press releases)• Admissions/Program
Manager/Department Chair Visits
• High Schools• Community Colleges• Health/Wellness Fairs• Local Health Care
Organizations
Traditional and Non-traditional Students
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Primary Actions Broadcast Media: Radio/TV
Promotional Mix
• Pandora• iHeart Radio• TV – Cable Network Commercials
Traditional and Non-traditional Students
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Promotional Mix
How Are We Trying to Reach? Dual Campaign Approach
Secondary Activities • Print• Digital• Broadcast Media
Based on Increased Budget or Primary Activities not Achieving Desired Results
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Secondary Actions Print
Promotional Mix
• Major Magazine and Newspaper Display Ads (e.g. The Baltimore Sun, Washington Post)
• Direct Mailings – Extended Zip Codes
Traditional and Non-traditional Students
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Secondary Actions Digital: Online Advertising
Promotional Mix
Traditional and Non-traditional Students
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Secondary Actions Broadcast Media
Promotional Mix
• Terrestrial Radio – Prime Time• TV Network Commercials – Prime
Time
Traditional and Non-traditional Students
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When to Reach?
Promotional Mix Flight
• Identify Deadlines • Identify Peak Search
Times
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When to Reach?
Promotional Mix Flight
*Women’s College First-Year StudentsCAUS Offers Rolling Admissions
Google Trends:Numbers show total searches for a term relative to the total number of Google searches over time. It does not convey absolute search volume.
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When to Reach? August/September 2016 and January 2017
Promotional Mix Flight
• Post Card Direct Mailings
• Billboards• Local Newspaper Ads• Home Page Card• Online Advertising
• Radio Commercials• Cable TV Network
Commercials• Social Media Posts• Press Releases
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When to Reach? Fall 2016
Promotional Mix Flight
October• Social Media Posts –
to accommodate back to school related posts
December• Universitas Article -
winter edition
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When to Reach? Spring 2017 – April/May
Promotional Mix Flight
• Local Newspaper Ads• Online Advertising
• Home Page Card• Social Media Posts
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When to Reach? Ongoing
Promotional Mix Flight
• View Book• Brochures• Program Web Page• Side Bar Callouts• College Directory Listings• Public Relations/Outreach
Efforts
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Analysis and Refinement
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Website Analytics Key Performance Indicators
Analysis
Google AdWords Paid Advertising and Campaign Tracking Tags • New Users• Landing Page Visits• Bounce Rate and Average Pages Viewed• Conversions
Home Page Card and Sidebar Callouts• In-page
Analytics/Navigation Summary (Previous Page Data)
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Online Advertising Key Performance Indicators
Analysis
• Click-thru Rates• Conversions• Costs • Reports
Monitor and Tighten Campaigns to Improve Performance Results
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Social Media Key Performance Indicators
Analysis
• Engagement (Likes, Comments and Shares)
• Reach/Impressions• Link Clicks• Video Views
Identify Better Performing Content Types for Future Postings
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Outreach
Analysis
• Briefings with Admissions and Program Managers/Department Chairs
• Completed Interest Forms
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Research
Promotional Mix
Analysis and Refinement
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Mary Ann DavisDigital Marketer & Strategist
Specializing in developing strategic marketing plans using an effective mix of multi-channel approaches that grow business development.
about.me/[email protected]