Additional/New Marketing Support Initiatives
INTEGRATED UNIVERSITY MARKETING CAMPAIGN RESEARCH PROPOSAL:
Through a seamless and well integrated plan in order to position the university as a truly ascending global presence, UIU is in the process of finalizing a plan with a nationally recognized partner to launch a University-Wide branding campaign to better position us in the market over the next 10 years. The project will include: Phase One: Research and Position Assessment; Phase Two: Clarification and Development; Phase Three: Marketing and Communications
ADVERTISING CAMPAIGN:
In addition to the regular advertising and lead generation campaigns from Academic Extension, Fayette Enrollment, Athletics, and Advancement offices, the University has commissioned a Six-Month University-wide advertising campaign blitz to highlight our campus improvements and its benefit to the University-wide operations. The University has negotiated and is placing a multi-media schedule to target and saturate a market of a 100 mile radius plus the four key markets of Des Moines, Davenport, Rockford, and Madison. This plan includes the mediums of TV, radio, newspaper, and Web ads Campaign dates are February 22, 2010 to August 22, 2010.
Specific to the TV spots, Broadcast television we are targeting the top stations in each market. Morning news, Today Show and Good Morning America are programs that tend to hold their ratings and their viewers. People turn on their TVs as part of their morning routine and usually don’t flip around during commercials. Because these programs hold their viewers, they also deliver well in a post-buy analysis. Cable is a frequency medium, usually because of the low cost. It’s been called radio with pictures because you’re better able target your audience by the types of programming on the networks. For your campaign, due to budget considerations USA and Fox News are the two targeted. USA is the number one cable network across the country. Fox News also delivers a good audience of persons 25-64.
MEDIA RELATIONS CAMPAIGN:
Working with Cushman/Amberg to execute an intensive media relations blitz in the approximate 150 miles marketing radius, together with work in markets such as Kansas City and St. Louis to promote the University's Capital Project and growth trend. This work involves using university spokespeople to talk with and meet with a wide variety of media in these markets, focusing on the growth, traditions, and strength of the Fayette campus, but using your strong international and national campuses as supporting points.
NEW WEBSITE LAUNCH:
Coordinating with enrollment, advancement, academic extension, and various academic departments to create seamless content for a revamped website design scheduled to launch by the middle of February as the first step in enhancing our external image. In addition to having a better appearance, the goal is to refocus the content to support the perception of Upper Iowa University as a seamless educational institution across all modalities. Content development will continue throughout the spring as OCM works with each area. It is expected that all content issues will have been addressed by the end of June 2010. The revamped website also incorporates more photos, video, and flash elements. An interactive map will be added in March on the home page through which web visitors can click on a location and find out more information about the UIU presence there. OCM is also supporting development of the enhanced E-Center website through creation of an interactive map of the Highway 150 corridor.
In addition to incorporating new design elements, the web has been recorded to work with the existing content management system, reprogrammed to create a new directory structure and enhance navigation, and much of the content has been repurposed and rewritten to emphasize a seamless perception of Upper Iowa University. The revamped website features simplified access for all users, greater use of photos and videos, and expanded use of social media. In addition to meetings that have already been held about upgrading the content, the department will continue to meet with subject matter experts after the launch date to determine additional changes. A current list of some fractured practices that hinder the website from being completely seamless was emailed to the president’s direct reports.
NEW SOCIAL MEDIA INITIATIVE:
The department has developed a social media strategy that expands UIU use of interactive social media outlets. Developed a Flickr site to give wider exposure to UIU, and is supporting its own Facebook site as well as sites that have been developed by others on campus. Currently, we are strengthening our presence on YouTube by adding our own Channel.
INCREASE QUALITY OF MATERIALS:
Working with vendors to create high-production value video ads. Although the ongoing strategic positioning initiative is intended to create new imaging materials down the road, these ads will help us improve the UIU image in the interim by showcasing a message with consistent quality. The ads will include both image ads as well as more AE-focused ads that can be placed by the centers. We also are developing an advertising calendar and reviewing our ad placements to better co-ordinate our advertising to maximize its impact.
REPUTATION BUILDING:
Leading the initiative to update and correct data being used by reputation building third-party websites when they report on Upper Iowa. Among those websites are U.S. News & World Report, the Princeton Review, Petersons, the College Board, and anycollege.com. About half of the third-party groups rely strictly on IPEDS or the Common Data set, and OCM is working with others on campus to report data that is more reflective of UIU today. Once this data is officially reported, these third-party reviewers will begin to incorporate the more accurate UIU data in their regular cycle of reports. OCM also is updating other third-party sites, such as Wikipedia. Additionally, OCM is developing materials for peer-to-peer marketing to enhance the UIU image among our peers in higher education. Peer evaluation is a critical factor in some of these third-party reports.
More If Needed.
