WELCOME

MarketingPlanDevelopment
 Agenda

Welcome
Public Affairs

Overview
Strategic Focus
Mission Statement
SWOT Analysis/Prioritize
Goals/Prioritize

Marketing Strategies
Constituents
Strategies
Messages
 Overview
Public Affairs

Purpose of Marketing

College Level
Campus Level
 Overview
Public Affairs

Goal of Meeting: To guide the unit through the process of

developing and implementing a marketing plan that
complements the campus-level plan

Process
 Mission Statement
Public Affairs

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)?
 Goals
Public Affairs

What goals would help you achieve this success?

 Strengths
Public Affairs

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?

 Weaknesses
Public Affairs

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?
 Opportunities
Public Affairs

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?

 Threats
Public Affairs

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?

 Constituents
Public Affairs

Who can make the top goals happen?

 Strategies
Public Affairs

How do you currently reach these constituents?

What new strategies will work?

Are these strategies measurable?

 Messages
Public Affairs

Why do these constituents choose your programs, services, and

benefits?

What benefit do you provide or need to fulfill?

 Wrap-up/Evaluation
Public Affairs

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

Facilitator
Email address

Thank you!