The University of St. John Fisher
Be part of Something Special
Marketing Situation
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Confusion
Catholic?
Where's the diversity?!
Beautiful Campus
Teachers are Local Professionals
SWOT Analysis
Strengths:
• Beautiful campus
• Convenient college town
• Strong athletic programs
• Respectable education
• and valued degrees
Weaknesses:
• Expensive
• Lack of Parking
• Lack of diversity
SWOT Analysis (Cont.)
Opportunities:
• Division 1 Team
• Become a university
• IMC program
• Move focus away
from Catholic religion
• Adding more online
courses
Threats:
• Declining number of
college students
• Other schools in the
Rochester area
• Identity Crisis
Market
• Gender
• Interests- Learning about the now, not the
past
• Religion
• Income- A non-factor
Target Market
• High School Students
• Parents
• Those who want to be something special
Positioning
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Fisher is NOT Syracuse
Fisher is NOT West Virginia
Fisher is NOT Southern California
Fisher is Fisher
Competitor Evaluation
Primary:
• Nazareth College
• SUNY Brockport
• Ithaca College
Secondary:
• Rochester Institute of
Technology
• University of
Rochester
Marketing Goals
Short Term
Long Term
• Enroll at least 50 new • Enroll at least 1,000
students
new students
Budget
• $7,300,000 Total
– TV- $3,000,000 (2 per week, primetime cable)
– Event Planning- $2,000,000
– Transportation- $500,000
– Online Advertising (Banner Ad’s, Facebook, SEO)$1,000,000
– Billboard/ Outdoor Advertising- $500,000
– News Paper- $200,000
– Radio- $100,000
Budget (Cont..)
TV
Trasportation
Event Planning
Online Advertising
Outdoor Advertising
News Paper
Radop
1%
7%
3%
14%
41%
27%
7%
Creative Strategy
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Focus on IMC program
Strive for Excellence
Develop personal skills and character
Location
Advertising Objectives
• Increase awareness in 25% of target market
within one year
• Enhance perception of superiority within
three years
Execution
Radio Scripts
• Small Portion of Ads
• Donald Bain
• Sparking Conversations
Execution
TV Commercials
• Former Fisher Graduates
• Clips of more student activity
• Not so much Donald Bain
Execution
Event Coordination
• Hosting High School Sports
• Young Media Panel’s
Billboards
Online Advertising
• SEO
• Facebook
• Banner Ads
Integrated Marketing
Recommendations
• Predominant
business figures
• Appearances in ads
and events