Lorem.Department of Marketing

College of Business and EconomicsNew River Advertising Agency

Plans BookApril 29, 2015

Chandler Johnson, Carter Bibb, Mikayla Townsend, Troy Langendorff, Emily Mayberry, Roseanne Mullins

FUEL YOUR

POTENTIAL

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Radford University, more specifically the College of Business and Economics, has given our agency an

opportunity to raise awareness in prospective students to join the business program. New River Ad

Agency is tasked with increasing applications in COBE majors, reaching current students who are undecided or are looking to switch majors, and show the public just how beneficial a business degree from Radford

University could be. Furthermore, these goals will be more specifically geared towards the Marketing

Department within the COBE. Our marketing campaign was designed to hone in on these goals through

extensive marketing research and analysis. Once our target market is reached with our message we plan to

have increased applications to the Marketing department by 10% from incoming freshmen,

undecided students, and transfer students respectively.

Page1: Cover PagePage2: Executive SummaryPage3: HistoryPage4: EvaluationPage5: SWOT analysisPage6: AdvantagesPage7: Market EvaluationPage8: Initial Advertising GoalsPage9: ResearchPage10: Target MarketPage11: Target Market by RegionPage12: Market PersonasPage13 -14 : Objectives and StrategiesPage15: Creative Strategy WorksheetPage16: Marketing Budget PlanPage17: Budget TablePage18: Media Target AudiencePage19: Media StrategyPage20: Radio AdPage21: Web Page & BannerPage22: Photo BoardPage23: Newspaper AdPage24: Bibliography

Table Of Contents

Executive Summary

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HISTORY

unique and different spin for each student’s preferences from Consumer Behavior to Marketing Analytics. The department recognizes the skills required to succeed in the marketing world and focuses course material on them. These skills include; working with others, communicating effectively, and solving problems using creative and analytical thinking.

The Department of Marketing further extends what the COBE has to offer. It offers a

With the opening of our brand new, state of the art, building in 2012, the College of Business and Economics adopted a new mission, which is to provide an active learning environment that develops analytical and innovative business professionals for a dynamic global economy. However, the first business course, Economics, was offers to students during the academic year of 1965-1966 as a section of the Division of Liberal Arts. After four shorts and successful years, Economics became a true department and major at Radford University. 1975 marked the expansion of this department into the College of Business and Economics (COBE). The Association to Advance Collegiate Schools of Business (AACSB) accredited the COBE in 1992.

Radford University, more specifically the College of Business and Economics, has given our agency an

opportunity to raise awareness in prospective students to join the business program. New River Ad

Agency is tasked with increasing applications in COBE majors, reaching current students who are undecided or are looking to switch majors, and show the public just how beneficial a business degree from Radford

University could be. Furthermore, these goals will be more specifically geared towards the Marketing

Department within the COBE. Our marketing campaign was designed to hone in on these goals through

extensive marketing research and analysis. Once our target market is reached with our message we plan to

have increased applications to the Marketing department by 10% from incoming freshmen,

undecided students, and transfer students respectively.

HISTORY

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EVALUATION

Radford’s College of Business and Economics is one of the top business schools in the state. With stunning architectural designs, knowledgeable and experienced faculty, and state-of-the-art technology, you would think the COBE building is above and beyond the best in the state. However, UVA’s Darden Graduate School of Business is in the top ten in the nation for business schools. This makes UVA’s department of business COBE’s primary competition.

Virginia in general has some of the top colleges in the nation and is a mecca for students all over the country to attend schools in the commonwealth. Having said that, Radford’s College of Business and Economics has a plethora of competition within the state. According to Forbes Magazine, the top five business schools in Virginia are UVA, William and Mary, Virginia Tech, University of Richmond, and James Madison University. With the construction of the COBE building, Radford University stands a fighting chance against these in-state rivals with all of the new features of the building. With more and more students majoring in business, it is more important now than ever before to attract perspective students to Radford University’s campus to check out this magnificent building.

SWOT Analysis

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ADVANTAGES

The Department of Marketing, along with the other business

majors, outshines other Virginia schools primarily because of its

access to the College of Business and Economics (COBE) building, where every marketing course if

held. The building is home to cutting-edge technology, small class sizes, inviting classrooms

and workspaces, and faculty that is genuinely concerned about their

students and want them to be successful.

Radford University as well as the College of Business and Economics

(COBE) have some unique points that help the school to stand out

among others. To begin, the university has one of the lowest in-state and out-of-state tuition rates

compared to top competitors in Virginia. Radford University is also known for its small and close-knit

community between students as well as faculty. This is due to the 18 to 1

student faculty ratio.

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MARKET EVALUATION

The general demographic of the marketing department are students that come from middle to upper middle social class families who attended college and graduated with a bachelor’s degree. The average high school GPA for incoming freshman in 2013 was 3.19 with SAT scores averaging 994 combined score. Other schools that students considered attending were Lynchburg, Christopher Newport and Longwood.

Marketing students at Radford University are primarily from three areas around the state of Virginia: Northern Virginia, Richmond and Hampton Roads, with the majority of students coming from Northern Virginia. In fact, three of the top five high schools that were represented by the graduating class of 2013 are from Northern Virginia, with the top two schools coming from Fairfax County.

marketing department are how prestigious the business programs are as a whole. The student-faculty ratio is above and beyond important because of the relationships developed with professors. The marketing staff is friendly, insightful and very helpful and will go the extra mile to make sure students have all the tools they need to succeed and achieve their goals. The advanced technology throughout the building will allow students to have the opportunities to achieve whatever it is they may be doing.

The most important factors that attract students to the COBE building and therefore the

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Initial Advertising Goals

Our goals include raising the number of applications for the College of Business and Economics through both freshman and transfer students who choose COBE as their major. Our goal is to increase the marketing department enrollment of transfer

students and freshmen enrolling in the Marketing Department by 10%. Last year the number of freshman students choosing

marketing as a major was 67 and the number of transfer students was 18. Our goal is to advertise primarily to high

school juniors and seniors seeing as how they are the larger target market.

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RESEARCH

As of 2013, 301 undergrad students chose marketing as their major. That number has been increasing over the past five years. Freshmen entering Radford University during the year 2013 show that the trend will likely continue with 135 new students being admitted to the marketing program. Other schools that are

considered competition to Radford’s College of Business and Economics had slightly more applications to their respective school of business than Radford. Virginia Commonwealth University had 173 applicants, Old Dominion University had 166 applicants and James Madison University had 156 marketing students apply. Technology and student-faculty ratio is among one of the best in the state and looks to improve in

hopes that one day will take the top spot in Virginia. Radford as a whole has 2,527 undergraduates who are from Northern Virginia (26% of the total school population), 1,488 from southwest Virginia (19%), and 816 and 811 from Roanoke and Richmond (10% and 9%). The average GPA for incoming freshman as of 2013 is a 3.19 while the SAT’s two score is a 994. The average GPA for incoming freshman at Radford University has been on the rise the since 1996. In the marketing program, there are 119 female undergraduates and 182 male making it a very diverse major. By looking at this we realized what we should be advertising about the

department and where to focus our attention for target markets.

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Target Market

Hampton Roads

RichmondNorthern Virginia

The majority of marketing students are from Northern Virginia. Fairfax,

Loudoun and Prince William counties are the top three counties in which marketing students reside. Upper-

Middle class and wealthy families are from this area due to the high paying

jobs near the D.C. area.

A good amount of marketing students are from the Richmond area. Chesterfield, Henrico and Hanover counties are the top three counties

around the city of Richmond. Middle class and Upper-Middle class are the social classes that

surround the city of Richmond.

Virginia Beach, Chesapeake and Suffolk counties are the top three counties of Radford students in the Hampton Roads area. Social classes in this region are similar to Richmond’s; Middle class to Upper-Middle class are quite prevalent in this region of the state.

RU

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Target Market By Region

32%

15%24%

8%

13%9%

Target Market By Region

Northern Virginia Richmond Hampton Roads SouthWest Virginia Piedmont Out-of-state

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Objectives & StrategiesMARKET PERSONAS

personal than most other universities and departments.emails we will directly contact that students making it feel more and department for generations to come. Using interviews and

This will also create positive word of mouth about the university departments and also other departments at Radford University.

stand out compared to other universities’ marketing students remember the Department of Marketing and make us out pamphlets. Taking the time to talk to students really helps

high schools to talk to counselors and potential students and hand We plan on using Direct Marketing by sending ambassadors to

I’m John from Fairfax County in Northern Virginia! I’m currently a

high school junior at Chantilly High School and I’m looking for a small to

medium size school and campus with a student to faculty ratio that will increase my opportunities to

network in the future. I’m currently in the marketing club in my high

school and am interested in pursuing a career in the marketing field. Radford University seems like

an excellent college for me, especially with the new building!

I’m Alexis from Chesterfield County located just outside of the city of Richmond! I’ve spent two years at Virginia Commonwealth University

but realized that it just isn’t for me. I chose Radford University due to the campus size and their spectacular

business building and program. I was a biology major at VCU and switched to marketing after my freshman year. I

realized that Radford’s marketing program was more appealing and

credible than what is offered at VCU.

I’m Frank from Chesapeake County in the Hampton Roads area! I’m a

freshman here at Radford University and I haven’t made up my mind with what I want to do in my future. I’m

thinking of becoming a psychology major, but the COBE building is so

impressive! I want to have small classes and be able to build a

relationship with my professors. A rich source of technology will benefit me greatly. I just might

major in marketing!

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Objectives & Strategies

Our goal is to increase the number of students enrolled in the Department of

Marketing by 10%. We hope to do that with students currently in high school applying for

colleges and guidance counselors at high schools in the state of Virginia. We want these students to understand that due to the affordable tuition

rates, close-knit community, and size of the university this is the right school for them. We

aim to increase knowledge in our target markets about the Department of Marketing and

Radford University as a whole. By doing this, we hope that more students will know that Radford

is a viable option. Showing students how wonderful the faculty and building are for the

Department of Marketing are will see the reasons why we are the best choice.

Through our advertising campaign we hope to get brand recognition and people

thinking about the Department of Marketing and curious to find out more. We hope through our campaign we well help draw attention to our

department and inform potential students about the benefits of Marketing. We will use traditional

media, social media, and digital media. This strategy will introduce Radford University’s

Department of Marketing to potential students and counselors and create desire to come to the

department. We want the Department of Marketing to be the first thing potential students hear about so when they apply they already have

knowledge of the department and positive feelings towards it. Our takeaway message is to have a positive and insightful view of Radford’s Department of Marketing, they will be aware of

the benefits of the marketing department including the student-teacher ratio and the

technology rich resources.

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Purpose – The goal for our advertisement is to achieve a 10 percent increase in marketing majors at Radford University.

Target customer – High school juniors and seniors who are enthusiastic and passionate about furthering their education, guidance counselors, students who are between the ages of 18-24 who are considering transferring schools, parents of students who can afford to pay for their children’s education, individuals looking for a small campus and small class sizes compared to other universities.

Key benefits – Radford University’s marketing department offers students the opportunity to receive valuable education with small class sizes and more student-teacher interaction. This provides interactive learning and networking opportunities that one wouldn’t have at another university.

Reason why - Radford University’s marketing department has a student to teacher ratio of 18-1 which helps students develop personal and professional relationships which will help further their education and create more opportunities after graduation.

Tone – The advertisement will use an informative approach while still demonstrating that both the College of Business and the marketing department in the college has a fun and interactive environment for students to thrive in.

The consumer “take away” – The goal is for the consumer to have a positive and insightful view on Radford University’s marketing department. After viewing the ad, the consumer will be aware of all of the benefits the marketing department at Radford University has to offer including the student-teacher ratio and the technology rich resources.

Creative Strategy

Worksheet

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Marketing Budget Plan

Radford.are aimed to target the local markets that surround

direct mail, and digital media. These sub-regional costs Sub-regional campaign costs will include magazines,

running regionally to reach our Northern target markets. campaign budget. All of these media channels will be magazine ads, brochures, and direct mail will split the

parents of students. Regionally, newspaper and communication that will reach our older target market, mail and newspaper advertising are the main channel of magazine, newspaper, direct mail, and brochures. Direct

toward admission. Forms of print media include find more in-depth information about COBE and steps

informative resource for the campaign’s target markets to of the slots purchased. The web page will be an

$25,000. Digital media ads are priced based on the timing contingency fund ($1200), our total campaign budget is

media, social media, and digital media. With a 10% target markets. The campaign will utilize traditional communication break down COBE used to market to

The advertising campaign budget for channels of

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Media Target Audience

* Students whose parents have obtained college education and who are seeking a technology rich environment with smaller class sizes.

* Guidance counselors from high schools in the mentioned areas above.

* High school juniors and seniors who live in Virginia, but more specifically the Northern Virginia, Richmond, and Hampton Roads areas.

* Students who are interested in any of the other majors COBE has to offer (finance, accounting, business law, management and economics).

* Current Radford students who have yet to select a major.

Budget Table

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MEDIA STRATEGY

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Your

POTENTIAL

The campaign will include elements of digital media, direct mail, brochures, social media, and flyers. For digital media we will run a YouTube ad during the months directly preceding Radford University’s early admission application deadline and regular admission decision day, prospective students will be exposed to our message at an extremely influential time.

They will be enticed to learn more about the school, apply or even choose Radford University for its Marketing Department. Also we would run radio ads on local radio stations in the Northern Virginia, Virginia Beach, and Richmond areas, we will also use the same ad

on Pandora and Spotify audio ads with a banner image. It would run during the same months on particular stations in the same region as the regular audio ads. By sending direct

mail to the households of prospective students, both parents and their college-seeking children will be exposed to our message. If we can promote the Marketing Department to

parents, we can persuade them to encourage their children to learn more and apply. Brochures supplied to counselors of high school students are extremely influential. They can help to generate interest in the department and promote Radford within the selected schools. For Social Media, we will use Facebook and Twitter to entice current Radford University students to learn more about/change their major to marketing. Posting and

creating a social dialogue between the Department of Marketing and Radford University students will foster positive relations and promote the school. Flyers will also be used to

promote the Department of Marketing to the current students of Radford University. These flyers will be informative and persuasive, letting students know of the benefits of a degree in

marketing as well as any events the department may be hosting.

The purpose of this campaign is to increase awareness and create interest among students. We want to inform student about the department. Radford University’s

Department of Marketing offers an accessible, award-winning faculty and is housed within COBE, the university’s brand new home to all business majors featuring the latest in

educational technology. The new $44 million dollar COBE building was completed in 2012 and spans over 110,000 square feet. It features dozens of break out rooms, a trade room, a ballroom, and many large lecture halls. Many of these rooms are equipped with the latest in

educational technology, from touch screens to 3D printing, COBE houses a vast array of technological resources for its students to use both inside and outside of the classroom.

Prospective students, their parents, and guidance counselors will be most receptive during the college admissions season. For early admission, reception would be highest between September and November. For regular, reception would be highest between February and May. For current students, reception will be highest during their first two years at Radford

University, before they are required to choose a major and are likely taking pre-major courses.

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Radio Ad

Radio Ad: 30 seconds.

Narrator: In today’s competitive and demanding workforce how do you plan to give yourself an edge?

*Upbeat music begins*

Narrator: At Radford University, we give students the tools and experience they need to enter into the next stage of their lives. Up-and-coming business professionals can reach their full potential thanks to a new addition to our campus, the College of Business and Economics. When you choose a major from the COBE you can rest assured that our AACSB accredited courses and faculty will challenge you and prepare you for a modern and innovative career.

*switch music*

Narrator: Affordable tuition, dedicated staff, small class sizes, and our tight-knit Highlander community are guaranteed to give you the skills and life-experience necessary to succeed in whatever you do. Whether you are leaving high school or transferring universities Radford University is a great fit. Apply today and fuel you potential!

*music fades out*

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Web Page

Banner

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PHOTO BOARD

“Woah man! Check out that business building. I bet the inside is just as rad as the outside! I gotta check it out.”

“Dang, it looks pretty nice so far! I want to see more features.”

“A ‘Multipurpose room’? Looks pretty darn fancy to me. Sweet!”

“They even have a computer room to work in with live stocks

circling the workspace?!”

“Woah dude, check out how nice the classrooms are! I could see myself in that chair.”

“Well I gotta get back to high school, but I’m definitely applying here!”

This could be you,FUEL YOUR POTENTIAL

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Radford UniversityCollege of Business and Economics

AACSB Accredited Majors Include:

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APPLY NOW !

Marketing Accounting Finance Management Economics

Follow Radford University on social

media!

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Experience Business !

News Paper Ad

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