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Strategic Shuffle Campaign Presentation

Strategic Shuffle Campaign Presentation. Marketing Objective. To encourage University students to advocate for the UM System to the larger community using the “Advancing Missouri” campaign platform. Situation Analysis. Company Challenges.

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Strategic Shuffle Campaign Presentation

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Presentation Transcript

  1. Strategic Shuffle Campaign Presentation

  2. Marketing Objective To encourage University students to advocate for the UM System to the larger community using the “Advancing Missouri” campaign platform

  3. Situation Analysis

  4. Company Challenges The UM System “must compete with other institutions of higher education across the nation to attract and retain the best and brightest faculty, researchers and students.” – Gary D. Forsee, President, UM System October 2008

  5. Industry/Generic Trends Missouri ranks 47th out of 50 in spending on education Only 37% of Missourians hold a post-secondary degree Source: Fleishman-Hillard Public Opinion Survey (2008)

  6. Miscellaneous Trends • Almost half of MO voters don’t think they are getting a significant benefit from tax dollars spent on education • Missouri will be facing a budget gap of almost $500 million dollars Source: Fleishman-Hillard Public Opinion Survey (2008)

  7. Miscellaneous Trends, Cont. • The UM System infuses $572 million in the Missouri economy from outside sources • Creates almost $1.1 billion in economic activity • Provides over 13,000 jobs for Missourians Source: University of Missouri Strategic Direction

  8. Opportunities • The UM System enrolls almost 70,000 students, with 55,000 being from Missouri • These students can help show the benefits the system provides for them and their communities • These students can share their stories with others Source: University of Missouri District Datasheets

  9. Competitive Analysis • Level of competition: • State Funding (vs. Healthcare, Economy, Welfare) • Education (other universities, armed forces, jobs) • The biggest competition faced is public opinion Source: Fleishman-Hillard Public Opinion Survey (2008)

  10. Oregon State – Powered By Orange • Goals: • Strengthen OSU’s leadership role in Oregon • Enhance awareness, understanding and appreciation in the national and global markets • Targeted internal community to spread the word about the importance OSU brings to the state • Aimed at local business owners • Financial stake in the success of the campaign Source: poweredbyorange.com

  11. Oregon State – Powered by Orange

  12. Minnesota – Driven to Discover • Goals: • Designed to help the university become one of the top three research facilities in the nation • Interacted with local community through the web, TV and radio • Used faculty members to illustrate how the University contributes to intellectual discovery • Have a vested interest in the University Source: http://www.oit.umn.edu/research-series/

  13. Minnesota – Driven to Discover Source: http://www.youtube.com/watch?v=Mst-8NQxXOE

  14. Comparison

  15. SWOT Analysis • Weaknesses • Tuition increases • Difficult to communicate with student body • Lack of brand identity • Strengths • Professional concentrations • Highest MO college student enrollment • Plenty of opportunities for student • involvement • Threats • Less financial aid available • Low awareness of the UM System’s impact • on local communities • Less jobs available for recent graduates • Fewer rural students attending universities • Opportunities • Increase value of education in minds' of tax • payers • Leverage aggregate impact of system • Strong resources

  16. Primary Research

  17. Research Goals • Was there an awareness of the UM System? • Did the participants feel they were part of the UM System as a whole? • What was the impact of the UM System on the community?

  18. Methods • Conducted focus group at University of Missouri Columbia • Conducted one-on-one interviews with students from UMSL and UMKC • Participants represented multiple Missouri counties

  19. Research Participants

  20. What We Found… • Unaware of the UM System • Unsure which schools were included • Only felt a connection with their own university

  21. What We Found… • Students were unaware of the UM System Facilities • Students lived near Extension Centers, Small Business Incubators, and MOREnet Member Sites

  22. What We Found… • Lack of motivation/desire • No logical reason for students to utilize these resources

  23. What We Found… • Students feel disconnected from home • One of few in college • Not all have a desire to return

  24. What We Found… • Students are willing to connect with other UM System students • No natural connection among the rural students

  25. What We Found… • Students already involved in organizations at the four campuses have a better understanding of the system • Know there are other universities • Willing to work with these students

  26. Insights

  27. Insights from Research • I want to help my community to understand that post-secondary education is attainable, but I lack the resources to inform them.

  28. Insights from Research • I want to stay close to home, but my town lacks the opportunities I’m looking for.

  29. Insights from Research • I want to see my community thrive, but I don’t know how to help.

  30. Insights from Research • I know my campus is a part of the UM System, but I don’t know what the UM System is.

  31. Insights from Research • Passion fuels the willingness to take action.

  32. Strategy • I know my campus is a part of the UM System, but I don’t know what the UM System is. • Passion fuels the willingness to take action. To encourage current UM students who are passionate about sustainability to become advocates for higher education.

  33. SustainABILITY

  34. Who Has Passion? • Groups at all four universities • Greek Organizations • Social Justice Organizations • Publications • Honors Colleges • Sustainability Groups • Rural students are a challenge

  35. Sustainability Groups • EcoCar • Sustain Mizzou • Environmental Venture Organization (EVO) • UMKC Sustainability Team

  36. Sustainability Groups • Easy to mobilize and unite • Already active in their schools and easier to motivate than other students who don’t feel as connected • Familiar with other groups, and very willing to work together • Passion to achieve a common goal • Advancing Missouri Sustainability • Contacted leaders of groups • Interested in coming together for the UM System

  37. Media Objectives Media Objective: Activate 15% of students in sustainability groups on the four campuses to attend the 2011 Show Me Sustainability Conference Who: Current UM Students who are passionate about the environment and actively participate in sustainability groups at their respective universities When: Heavy-up during 3 months prior to the Show Me Sustainability Conference; focus on evening, weekly group meeting times Where: On the four UM campuses What: Focus on non-traditional media that will capture audience’s attention and encourage them to start talking about the conference: Facebook events, YouTube video invite, etc. How: Contact and work with sustainability groups at the four UM campuses

  38. Tactics

  39. Show Me Sustainability Conference • All Missouri students are welcome • Positive presence from the UM System • Students come away with a greater ability to participate in projects and efforts • Ability to advocate to others

  40. Pre-Event Tactics Goal: To raise awareness of the UM System’s presence at the ShowMe Sustainability Conference and register members for attendance

  41. Pre-Event Tactics • Group Leader Meeting • Gain general support

  42. Pre-Event Tactics • Facebook Event & Group • Start a system-wide conversation

  43. Pre-Event Tactics • YouTube Invite to Conference

  44. Pre-Event Tactics • Group Videos • Maintain conversation

  45. Other Considerations • Monthly E-mail Newsletter • Facebook Advertisements • Fundraising Activities • Sponsorships • Green Bake Sale • Walk/Bike-A-Thon

  46. Event Tactics Goal: To increase unity among the 4 campus sustainability groups, to increase knowledge of the impact of the UM System on the state of MO, to create and mobilize ambassadors for the UM System

  47. Event Tactics • Hold a special breakfast/workshop for members of the four UM sustainability groups • Provide students with materials and information • Distribute T-shirts to be worn at future outreach events

  48. Post-Event Tactics for High School & Elementary Students Goal: For student ambassadors to reach out to younger students and inform them about the benefits of higher education through the channel of sustainability

  49. Post-Event Tactics for High School & Elementary Students • Recycle Competition among Elementary Schools • Winning class gets prize • School Assembly to celebrate winner and importance of higher education to sustainability

  50. Post-Event Tactics for High School & Elementary Students • Create presentation for Sustainability groups to present to students

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