Template: for Functional Marketing Plan Development

Transcription

1 Template: for Functional Marketing Plan Development Name of the Office or Unit Faculty of Arts and Social Sciences Person / Position with overall responsibility for this plan Pro-Dean, Publicity and Marketing (to be appointed)/elena Procuta, Publicity Administrator

2 Overall Marketing Objectives for your area Publicity and Marketing Goals 1. Continue developing an identity representing the student focus of the Faculty, emphasising the support offered to students in realising their academic, vocational and personal goals. 2. Become nationally and internationally recognised as a research and teaching centre of excellence. 3. Communicate the value of the Faculty's activities to staff, students and the wider community relating to our degrees, subje cts and research. 4. Increase student enrolments. Objectives for 2001 For objectives 1, 3, and 6 we have anticipated a 4% increase. 1. To increase enrolments of new school leavers from 319 students in 2000 to 332 students by August To increase the proportion of Mäori student enrolments to 24% of total enrolments by August To increase enrolments of new non-school leaver students from 173 students in 2000 to 180 students by August To extend the Faculty's international links in relation to international student markets, international relationships, and international research. 5. To increase the number of new Foundation Studies enrolments from 97 students in 2000 to 145 students by September To increase the number of graduate and postgraduate students from 619 students in 2000 to 644 students by August To increase publicity of the Faculty's research and creative works and its contribution to society. 8. To be known as the friendliest and most supportive Faculty in the University.

3 Relationship to University Marketing 1. To increase enrolments of new school leavers from 319 students in 2000 to 332 students by August This links to Objective 2 in the University Marketing Plan. 2. To increase the proportion of Mäori student enrolments to 24% of total enrolments by August This links to Objective 3 in the University Marketing Plan. 3. To increase enrolments of new non-school leaver students from 173 students in 2000 to 180 students by August This links to Objective 4 in the University Marketing Plan. 4. To extend the Faculty's international links in relation to international student markets, international relationships, and international research. This (broadly) links to Objectives 5 and 8 in the University Marketing Plan. 5. To increase the number of new Foundation Studies enrolments from 97 students in 2000 to 145 students by September There is no corresponding objective in the University Marketing Plan. 6. To increase the number of graduate and postgraduate students from 619 students in 2000 to 644 students by August This links to Objective 6 in the University Marketing Plan. 7. To increase publicity of the Faculty's research and creative works and its contribution to society. There is no corresponding objective in the University Marketing Plan. 8. To be known as the friendliest and most supportive Faculty in the University. This (broadly) links to Objective 1, Strategies E, G, and H in the University Marketing Plan. Marketing Prioritie s for 2001 Over the next 12 months Priority to improve publicity of Faculty research, staff and student activities; Continued development of international links to attract overseas students and staff; Improved, consistent marketing of Foundation Studies; Determined focus on retention of students; Development of relationships with local secondary school subject teachers; Back to basics - literacy and service; Utilising the Academy for Performing Arts to complement and extend the Music and Drama programmes; Continuing focus to change perceptions of general degrees; Adopting modified University design elements for new promotional material from March Further Opportunities E-education to improve access for those wanting part-time study or to upskill, and to introduce new students to study; Extending links to local organisations regarding the Faculty's professional qualifications; Emerging relationships with Chinese universities; Expansion of Mäori Research Unit and establishment of the New Zealand Institute for Social and Cultural Research; Continue to encourage learning for pleasure.

4 Target markets 1. New Students School Leavers The Faculty will again target the school-leaver group as one of its main priorities during 2001, specifically in the Waikato catchment area. One focus will relate the Faculty's degrees to career paths. Another will maintain the Faculty's profile in popular student magazines and career directories. The third major focus will support the Student Recruitment Office activities involving this group. Adult Learners The Faculty has a significant proportion of part and full-time students in this group. Attributing factors are the subjects relating to employment in 'community' vocations, and those seen as 'interest' subjects. The Faculty will continue to target adult learners in 2001, primarily by supporting activities arranged by the Student Recruitment Office. 2. Prospective students looking to complete or upgrade their qualification The Faculty hopes to identify those people living locally who have either not completed their first degree or those that may now be considering a graduate/postgraduate qualification. Links will be extended between those departments that offer 'professional' qualifications, such as the Postgraduate Diploma in REP, and related local organisations. 3. Mäori Students The Faculty has a strong Mäori student body. This in part can be attributed to subjects offered by the Faculty which attract some adult learners who are interested in 'helping their people', and to (te Reo) Mäori being offered as a major subject in both Arts and Social Sciences degrees. Using academically and professionally successful Mäori graduates as role models will be important in recruiting Mäori students. During 2001, some research will be undertaken to determine which recruitment activities will be successful in attracting higher numbers of school leaver Mäori students. Increasing the numbers of Mäori school leavers and adult learners is a common goal of the Faculty and its departments; but equally important, is the support and retention of current Mäori students, especially through to graduate level. 4. Tauranga Students In 2000, promotion of the Tauranga University College (TUC) Faculty offerings included involvement in the programme advice clinic arranged by the Tauranga office and advertising the new range of Psychology papers being offered in These activities will occur again in 2001, but with an increased number of advice clinics and additional advertising of the B semester start dates. 5. International Students The Faculty continues to attract study abroad and exchange students, specifically from Europe, the US and Canada because of the papers offered relating to different cultures and comparative studies. As the International Centre has the responsibility and the resources to market the University to international students both in New Zealand and overseas, the Faculty does not wish to duplicate their activities but will work with International Centre staff to meet our 'international' objectives. The International Centre has indicated they will continue to 're-recruit' students from NZ secondary schools, English language schools, and the Language Institute, to Foundation Studies and degree programmes. Greater emphasis will be placed in this area by the Faculty. Further developments in overseas partnerships will continue in Again, this will be in consultation with the International Centre.

5 6. Foundation Studies From January 2001, responsibility for the promotion of the Foundation Studies programme will move from the Language Institute to the Faculty Office. In late January, a three-year marketing strategy will be determined to ensure continuity of promotion and the development of relationships with key domestic and overseas contributors over the long term. It is envisaged that new Foundation Studies enrolments in 2001 will increase by 50%. Research The Faculty is still using the research undertaken by UMR Insight in See last year's plan In early 2001 (April/May), the Faculty proposes to undertake low-key focus groups with enrolled Mäori students in the Faculty who came straight from school to determine appropriate recruitment methods. No specific budget has been allocated to this proposal.

6 Publications 1. Faculty Undergraduate Prospectus, incorporating career profiles of Faculty graduates. This will replace the proposed second edition of Career Moves. It will combine the requirements of the Student Recruitment Office for a prospectus for prospective secondary school students with the Faculty's goal of promoting careers information relating to the BA and BSocSc. Primarily for school leavers, but it will be used for all target groups. Quantity to be determined in consultation with the PR and Marketing Office and the Student Recruitment Office. Budget: $18,000 Timeline: Delivered by 27 April 2001 (Information Day). 2. Undergraduate Handbooks In 2001, there will be a combined A4 BA and BSocSc handbook to avoid duplication and to encourage students to consider other subjects within the Faculty. BCS and BTour handbooks will be produced in conjunction with Waikato Management School and School of Education. There will be a separate BMus handbook with a greater marketing emphasis. Delivery by late July to promote auditions in September. Budget: Approximately $40,000 - $45,000 Timeline: Update from May For delivery early to mid August Faculty graduate handbook and Department graduate handbooks. Department handbooks provide greater detail than the generic handbook. They are paid for by the Faculty to ensure consistency and to reduce costs. Budget: $6,000 for Faculty handbook; $5,500 for Department handbooks (through Campus Docutech printer and off-set printing of covers). Timeline: Begin updating after prescriptions round in May. Delivery by early August Individual handbooks ready by early October Foundation Studies Prospectus and application form for use in domestic and international markets. Consider translating into other languages. Budget: $6,000 Timeline: Printed and delivered by July Faculty/Dean's Prospectus listing all Faculty qualifications and programmes of study, and including research units, for use overseas. Short run only. Possible translation of some sections into Chinese. Budget: $2,000 Timeline: Printed and delivered by March Updating brochures for all departments into new Faculty format. Budget: $ 7,500-10,000 Timeline: Information Day (27 April) 7. Produce DLE brochure A5 booklet (in Mäori and English) to identify kaupapa Mäori strengths and features in the Faculty and use role model profiles to encourage tertiary study. For distribution through the Mäori Student Recruitment Officer during school visits and for other community activities. Budget: $2,000 for print run 3,000 Timeline: March Careers Newsletters for enrolled students. Budget: $5,300 for three editions + mailout costs Timeline: February/March, May/June, August/September

7 Advertising 1. Maintain national and regional profile with secondary school students through print advertising: Tearaway - ads to correspond with Tearaway degree profiles Budget: $6,000 Timeline: No publication dates yet for specific degree profile editions. Generic reminder ads in Rotorua (Daily Post) and Whangarei (Whangarei Leader) Budget: $3,000 Timeline: September/October Generic undergraduate degree ad for national profile in Sunday Star-Times Budget: $2,500 Timeline: Ads placed August and October Tauranga University College ads for Jan/Feb (last minute deciders); June for B semester intake; and Sept/Oct for end of year reminder. Budget: Costs covered in other campaigns. 3. Careers directory advertising to profile undergraduate degrees individually. Budget: $8,000 ($2,000 per Faculty degree; $1,000 per interdisciplinary degree if scheduled) Timeline: Ad placement dependent on publishers schedules. 4. B semester recruitment campaign: Includes targeting of Mäori adult learners. Advertising on Radio Tainui and follow-up ads in Waikato Times and community papers. Budget: $1,500 for five week radio campaign (approx. $1,500 for print ads from B Semester campaign) Timeline: June Possible advertising following postcard drop to reinforce message about B semester enrolment. Budget: Not yet determined Timeline (if going ahead): May/June Foundation Studies Advertise the programme regionally and nationally to new migrants and international students. Specific markets (geographically and ethnically), timing, and budget to be determined. 6. Advertise graduate and postgraduate qualifications generically. Publication yet to be determined. Budget: $3-5,000 Timeline: Ads placed August/September 2001.

8 Special events and / or Marketing forums 1. BTour launch in March in liaison with Waikato Management School and School of Education. Details, including budget, still being determined. 2. Student Recruitment Office Information Day. The Faculty always supports this event with extensive mini-lectures, demonstrations, and displays by all departments. Date: 27 April 2001 Budget: $5, Careers Expo participation in Hamilton and Tauranga Date: June, July/August Staff: Elena Procuta Budget: $200 to cover accommodation and travel costs. 4. Possible interview programmes via key agents for Foundation Studies recruitment. Details yet to be determined. Relationship building Secondary Schools Co-ordinate workshop/seminar sessions on campus with subject teachers of local secondary schools to enhance working relations and communication. Will mainly work through subject associations. Staff resources may mean some workshops take place in Budget: $3,000 Timeline: Workshops start from February English Department (and possibly Geography and History) will repeat their Bursary Day in September. Budget: (English Department budget). Foundation Studies key agents Details to be determined. Media Relations No major events, although some smaller individual activities will be promoted as they occur. At this stage looking at promotion of: - Virginia Franklin, Fulbright Scholar, lecturing in the English Department - Introduction of Sean Cubitt, new COD Screen and Media Studies - Planned extension of the Mäori Psychology Research Unit - Planned establishment of the NZ Institute for Social and Cultural Research

9 The Web Some Faculty pages are still to be developed, including International students' page, graduate studies page, visitors' page, research, and ongoing events. This should occur by June Some department pages still to be integrated into Faculty template. Again, this should be updated by June Other Supporting Student Recruitment Office activities, including Adult Learners' events. Internal promotion of graduate study. Archive of Faculty research/productions/publications. Resource / Overall Budget for Unit Faculty Publicity budget (including Foundation Studies marketing budget, and excluding staffing): $182,600.