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MARKETING PLAN 2002-2005

Texas A&M University-Kingsville. The FIRST CHOICE. MARKETING PLAN 2002-2005. Foundation:. Review / Research. _ Stamats 2000. _ Integrated Marketing Team. _ Independent Consultant. Situation:. Tradition. Affordable / Accessible. Competitive Athletics.

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MARKETING PLAN 2002-2005

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  1. Texas A&M University-Kingsville The FIRST CHOICE MARKETING PLAN 2002-2005

  2. Foundation: Review / Research _ Stamats 2000 _ Integrated Marketing Team _ Independent Consultant

  3. Situation: Tradition Affordable / Accessible Competitive Athletics Regional – Three-county area Also, San Antonio, Victoria and The Valley

  4. Situation: • Outstanding Programs in Business Engineering Agriculture Teaching Wildlife Management & Others Band Directing Ranch Management

  5. Issues: Retention Open Admissions No Growth in 3-County Area Increasing Competition

  6. Opportunities: Growth in South Texas Hispanics Beautiful Campus / Nice Town New Pharmacy Program Athletics Research Grants

  7. Opportunities: New President

  8. Objectives: Increase Undergrad Enrollment Establish Identity Build Staff Morale Build Pride – Students & Alumni Increase Gifts

  9. Secondary Objectives: Become More Selective More Graduate Students Non-Traditional Populations

  10. Texas A&M University-Kingsville The FIRST CHOICE Three-Year Goals & Objectives Goal 1:Increase Enrollment MARKETING PLAN 2002-2005

  11. Texas A&M University-Kingsville The FIRST CHOICE Three-Year Goals & Objectives Goal 2:Develop an Image MARKETING PLAN 2002-2005

  12. Texas A&M University-Kingsville The FIRST CHOICE Three-Year Goals & Objectives MARKETING PLAN 2002-2005 Goal 3:Institutionalize Marketing

  13. Texas A&M University-Kingsville The FIRST CHOICE Three-Year Goals & Objectives MARKETING PLAN 2002-2005 Goal 4:Review & Improve Research

  14. Texas A&M University-Kingsville The FIRST CHOICE Three-Year Goals & Objectives MARKETING PLAN 2002-2005 Goal 5:Increase Alumni Membership

  15. Texas A&M University-Kingsville The FIRST CHOICE Three-Year Goals & Objectives Goal 1:Increase Enrollment Goal 2:Develop an Image Goal 3:Institutionalize Marketing Goal 4:Review & Improve Research Goal 5:Increase Alumni Membership MARKETING PLAN 2002-2005

  16. Texas A&M University-Kingsville The FIRST CHOICE Goal 1:Increase Enrollment _Increase Enrollment from 6076 to 6897 MARKETING PLAN 2002-2005 • Increase First-time Freshman Enrollment from 900 to 1062 • Increase New Transfer Enrollment from 334 to 425 • Increase Retention to 65% • Promote Graduate Programs • Increase Non-Traditional Opportunities

  17. Goal 1:Increase Enrollment Philosophy &Strategy _Improve Recruitment _Expand Recruitment Area _Recruit Community College Transfers _Recruit Better Prepared Students

  18. Year1 Marketing Message: Quality Research Pharmacy Engineering Agriculture Music New Tradition Values Culture Teacher Education The Future

  19. Year2 Marketing Message: Value Tuition / Financial Aid Pharmacy Research Professional Studies Graduate Studies Unique Quality Opportunity Advancement

  20. Year3 Marketing Message: Tradition Durable Quality Pharmacy Engineering Research Legacy Elite Opportunity Heritage/ Respect Enhanced Quality Long Term/ Javelinas

  21. Texas A&M University-Kingsville The FIRST CHOICE Goal 2:Develop an Image _Upgrade and Enforce Graphic Standards; Create Brand • Improve Morale • Improve Information and Access • Improve Employee Orientation; • Conduct Annual Refreshers • Conduct Internal Marketing Campaign • Increase Recognition and Involvement MARKETING PLAN 2002-2005 • Integrate Internal & External Communications

  22. Goal 2:Develop an Image Philosophy &Strategy _Overcome Name Change _Establish Clear Identity _Develop a Brand & Market Position _Get Employee Buy-in _Consistent Graphic Standards

  23. Texas A&M University-Kingsville The FIRST CHOICE Goal 3:Institutionalize Marketing _Add or Appoint a Marketing Officer MARKETING PLAN 2002-2005 • Continue Integrated Marketing Team for Recommendations and Evaluation • Increase Coordination among Key Marketing Components

  24. Goal 3:Institutionalize Marketing Philosophy &Strategy _Meet the Challenge; Accept Change _Focus on Key Strengths _Target most likely Audiences _Coordinate Efforts _Administer Tactically _Evaluate & Revise

  25. Texas A&M University-Kingsville The FIRST CHOICE Goal 4:Review & Improve Research _Regularly conduct surveys of all key Internal and External constituents MARKETING PLAN 2002-2005 • Obtain more information about attitudes and opinions of high school counselors and seniors • Conduct annual Climate Study of Internal Constituents; Make improvements annually

  26. Goal 4:Review & Improve Research Philosophy &Strategy _Need Good Information _Update Frequently _Set Priorities Accordingly _Fine Tune Targets _Fund Appropriately

  27. Texas A&M University-Kingsville The FIRST CHOICE Goal 5:Increase Alumni Membership MARKETING PLAN 2002-2005 • Increase membership from 400 to 1650 • Increase Clerk to full-time; Add a F–T Assistant • Revise & manage mailing list database • Conduct consistent communications

  28. Texas A&M University-Kingsville The FIRST CHOICE Goal 5:Increase Alumni Membership MARKETING PLAN 2002-2005 • Develop Formal Alumni Chapters in Key Cities • Increase Alumni giving to $50,000 to $200,000 • Ultimately, the Alumni Association should again become an Independent Organization

  29. Goal 5:Increase Alumni Membership Philosophy &Strategy _Get them Upbeat _Get their Referrals _Increase their Involvement _Increase their Giving _Target Strategically

  30. Texas A&M University-Kingsville MARKETING PLAN 2002-2005 The FIRST CHOICE

  31. Thanks to Rene Echavarri, of the A&M-Kingsville Office of Public Affairs, for the PowerPoint background. Original graphics by Richard Christian.

  32. Marketing Plan, PowerPoint Presentation, and Dancing Javelina by Jim Dalglish.

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