Bradley May Evan Wong Kimberly Rule Daniel Bohannon Cecilia Canazza

1. Bradley May Evan Wong Kimberly Rule Daniel Bohannon Cecilia Canazza

2. Introduction • Mission Statement : • “To provide well-balanced, high quality education for undergraduate and graduate students and to contribute to knowledge and the solution of problems through excellence and distinction in teaching, research, and service. The University shall impart an appreciation and broad understanding of human experience throughout the world and the ages.” • Background : • Founded in 1897 • Majors Offered • 85 undergraduate majors • 75 Master’s programs • 14 joint doctoral degree programs • 2 independent doctoral degree programs • Rankings • Top ranking research University • Largest University in San Diego, fifth largest in California • No. 20 in the nation for Diversity • Ranked among the nations best national universities

3. Introduction • Previous Research : • Spring 2009 IMC Group (perceptions and donations) • Online Surveys • 228 alumni • 248 donors • Follow-up In-Depth Interviews • 12 Alumni • Primary Purpose • Perceptions and donations • Failed to test current students • Secondary Research • SDSU’s website • Rankings and Distinctions • Marketing and Communications

4. Situation Analysis • Internal Analysis : • Current Tag Line • “Minds that move the world” • 13.7% of alumni were aware of SDSU’s slogan • Strengths • Value of education • Involvement Opportunities • Prepares students for life after graduation • Community presence and leadership • Strong International Presence • Diversity • Top ranking research • Weaknesses • Party school image • Lack of clear and consistent messages • Seen as “average” • Athletics

5. Situation Analysis • External Analysis : • Opportunities • Develop strong and consistent message • Improve communication with alumni • Direct Competitors • University of California San Diego (UCSD) • Overall academic quality • Faculty • Caliber of students • University of San Diego (USD) • Campus appearance • Prestigious Law Program • Pride and tradition • Threats • CSU budget cuts • Competitors’ large marketing budgets

6. Purpose • Purpose : “The purpose of this Integrated Marketing Communications plan • is to develop and test a positioning statement and tagline that will resonate with • SDSU’s target audience and enhance the impact and consistency of marketing and • communication efforts.” • Positioning Statement • Tag Line • Consistency of marketing and communication efforts

7. Target Market • Determining Our Target Market : • For repositioning efforts: focus on all key stakeholders • Research and Communication Objectives: focus on alumni

8. Communication Model • Where SDSU Stands Now…

9. Communication Model • Our Communication Objectives… • Implement (September 2010) • Achieve (September 2011)

10. Research • Objective : “The overarching goal of this primary research is to discover the • strongest positioning factors and tagline that will resonate best with alumni • and be most effective in repositioning the University.” • Research Methods : • 13 in-depth student interviews • Discussion guide (12 questions) • 232 online alumni surveys • Likert scale and open ended questions • Out of 5,500 randomly selected alumni (4% response rate)

11. Research • Student Key Findings : • Student Interviews • Positioning and perceptions • Party School • Promote strengths better • Feeling of connectedness • Tag Lines • SDSU. “Minds that move the world.” • SDSU. “Advancing You.” • SDSU. “Moving You Forward.” • SDSU. “Global Interests. Local Focus.” • SDSU. “Building Strong Individuals.”

12. Research • Alumni Key Findings : • Alumni Surveys • Positioning:

13. Research • Alumni Key Findings : • Alumni Surveys • Tag Lines: • Keywords: excellence, active, balanced, diverse, fun, community, large • practical, affordable, value, social, challenging, progressive, • opportunity, dynamic, underrated,

14. Positioning Platform • Core Competencies : • High value for cost of education • Many involvement opportunities • Builds balanced, well-rounded individuals • Prepares students well entering the workforce • Community presence • Positioning Statement : "San Diego State University is a progressive and dynamic University that offers a high value of education by providing excellent academic programs, a strong community presence and numerous opportunities for involvement in its mission to prepare well-rounded individuals to make a positive impact on the world.”

15. Message Strategy • Objectives : • Promote key strengths • Increase positive perception • Feeling of connectedness • Donations • “Minds the move the world” Campaign : • Monthly spotlights • Relationship Marketing • Yearly surveys • Tagline as a part of the school logo…

16. Message Strategy • Tagline Execution : • Permanent part of SDSU logo • Included with all University communications • Brand equity • Included in each individual college

17. Media Strategy • Internet ($5,000): • Website ($5,000) • Current website perceived as difficult to navigate, infrequently • updated, and cluttered • Restructure website • User-friendly • Images of campus life • Student and alumni spotlights • Online Publications • Inform visitors of University publications currently in • use by placing link on SDSU home page • SDSU NewsCenter • SDSUniverse • SDSU Blog • StateLine

18. Media Strategy • Internet Cont. : • Social Media • SDSU Blog • Place link on SDSU home page • Twitter • Currently 2,400 followers • Live feed on SDSU home page • Post alumni, student, and professor spotlights • Facebook • Group where alumni can network and communicate • Direct Email Marketing • 85% of alumni prefer to receive news about SDSU through Email • Newsletters to alumni

19. Media Strategy • Promotions ($45,700) : • Events ($10,700) • “Minds that move the world” seminars • Alumni seminars to update their knowledge of relevant topics • Aztec Pride Open House • October and March • Donor appreciation Gala • Black-tie event for donors contributing over $5,000 • Sales ($35,000) • Bookstore sales promotions with items that have tagline with the logo • Tee-shirts • Schedule Planners • Backpacks • Pens

20. Media Strategy • Outdoor ($55,400): • Billboards ($52,200) • 14x48 dimensions • Entry cost • Major freeways around San Diego • Relocation (every 1-2 weeks)…

21. Media Strategy

22. Media Strategy • Outdoor Cont. : • On-campus banners ($3,200) • 24 light pole banners (18”x48”) • 10 large campus banners (3’x8’) • Digital Freeway sign • Capable of displaying text and images • Sponsorships to gain revenue

23. Media Strategy • Broadcast ($97,000) : • Radio • Stations: • 105.3 FM (Rock) • 101.5 FM (Classic Rock) • 1360 AM (Sports) • 99.3 FM (Hop-Hop / Pop) • Lower Costs • Partnerships / Trade • Parma Payne Goodall Alumni Center • TV • Costs are too high to be implemented within the budget • Highly dependent on minimizing costs for all elements of marketing mix • 95.7 FM (Country) • 94.1 FM (Variety) • 600 AM (News) • 89.5 FM (KPBS News) • KCR Radio

24. Media Strategy • Print ($46,000) : • San Diego Union Tribune / SignOnSanDiego.com • Reach over 42% of San Diego • General branding efforts • San Diego Magazine • Over 40,000 affluent and loyal subscribers • Audience sees them as informative, credible and trustworthy • General branding • 360 Magazine • SDSU’s official magazine • High engagement with alumni • Highlight student, professor, alumni spotlights

25. Media Strategy • Public Relations : • Increase the amount of positive press releases • Student, alumni, and professor spotlights • Upcoming university events • Community involvement programs • Competitions or programs students and professors are participating in • National recognitions or awards • Accomplishments of faculty research • Invite media to all campus events • First-hand look at SDSU • Increase relationship between SDSU and Community

26. Media Strategy • Corporate Partnership : • SDSU has a strong community presence • Leverage this strength to enter into a partnership • Share media time with corporate partner • Significantly larger budget • Partner must have image in the community consistent with University message strategy

27. Media Schedule • Media Scheduling : • Flighting Schedule Yellow = light Red = heavy

28. Budget • Budget : • Total of $250,000

29. Measuring Effectiveness • Communication Objectives (Test in May 2011): • Annual Post-Test Surveys (Alumni) • What percentage of alumni are aware of SDSU’s tagline, • “Minds that move the world?” • What percentage of alumni have an overall “positive” or • “somewhat positive” overall perception of SDSU? • What percentage of alumni perceive SDSU to rank #2 in • front of USD and behind UCSD in overall image? • What percentage of alumni feel “connected” to SDSU? • What percentage of alumni plan on donating to SDSU?

30. Measuring Effectiveness • Broadcast / Outdoor/ Print : • Post-test survey • Recall questions • Ex. Check all forms of media you recall an advertisement for SDSU. • Internet : • Google Analytics • Analyze website traffic • User-views, click-through rate, etc. • Promotional Events : • Post-test survey with alumni • Ex. Have you been to an event at the Parma Payne Goodall Alumni Center

31. Conclusion • Identified core competencies as they are perceived by alumni • Developed a positioning statement that will resonate with key audiences • Current tagline “Minds that move the world” can represent the University and resonate with alumni through proper implementation • Full commitment from University for strategies to be successful • If strategies are executed properly SDSU will improve its perception as a Premier University in San Diego.

32. QUESTIONS