ARKANSAS STATE UNIVERSITY
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ARKANSAS STATE UNIVERSITY
ARKANSAS STATE UNIVERSITYOSTEOPATHIC SCHOOL OF MEDICINEArkansas State UniversityArkansas State University is a public university located in Northeast Arkansas in the city of Jonesboro. ASU has a faculty and staff of roughly 1,500 and an enrollment of over 13,000 students.Mission Statement: Arkansas State educates leaders, enhances intellectual growth, and enriches lives .New York Institute of TechnologyNew York Institute of Technology is a private college with campuses in Long Island, Manhattan, and across the globe. NYITs enrollment is roughly 13,000. NYITs College of Osteopathic Medicine is located in Old Westbury, NY.The NYIT College of Osteopathic Medicine is committed to training osteopathic physicians for a lifetime of learning and practice, based upon the integration of evidence-based knowledge, critical thinking, and the tenets of osteopathic principles and practice. We are also committed to preparing osteopathic physicians for careers in health care, including that in the inner city and rural communities, as well as to the scholarly pursuit of new knowledge concerning health and disease. We provide a continuum of educational experiences to its students, extending through the clinical and post-graduate years of training. This continuum provides the future osteopathic physician with the foundation necessary to maintain competence and compassion, as well as the ability to better serve society through research, teaching, and leadership. PersonnelDr. Jason PenryDr. Charles WelchDr. Time HudsonArkansas State University System Board of TrusteesTripp UmbachMayor Harold PerrinDr. Barbara Ross-LeeDr. Wolfgang GilliarFinancial StatusTotal Revenue, gains, and support for fiscal year 2013: $200,142,077Total Expenses for fiscal year 2013: $195,363,899Excess funds for fiscal year 2013: $4,778,178$25,000 investment from Delta Regional Authority ReputationPast and Present PracticesStrengthsSocial mediaLocationFinacial-aidWeaknessesArkansas State vs. University of Arkansas battleNegative opinions about how complicated ASU makes things.Opportunity/ProblemWe are implementing a proactive public relations campaign in hopes of recruiting potential graduate students to attend Arkansas State Universitys Osteopathic School of Medicine Our ultimate goal is to recruit 600 students for the fall of 2016 from East and Central Arkansas, Southeast Missouri, Northwest Mississippi and parts of Eastern Tennessee.
Research ProceduresSurveyCasual MonitoringContent AnalysisCommunication AuditUsability
AudienceOur audience includes current students and graduates of the Pre-Med, Biology, and Chemistry degree programs in East and Central Arkansas, Southeast Missouri, Northwest Mississippi, and parts of eastern Tennessee. Goals and ObjectivesInformational Objective: to inform 2000 potential students in East and Central Arkansas, Southeast Missouri, Northwest Mississippi, and parts of eastern Tennessee about Arkansas State Universitys partnership with New York Institute of Technology to bring an Osteopathic School to Arkansas State University.Motivational Objective: to create and maintain a favorable overall opinion about the new Osteopathic.Behavioral Objective: to have 750 students apply to the Osteopathic School of Medicine by April of 2016.
Strategies and TacticsVideo PromotionsBuilding relationships with local media professionalsSocial MediaGraduate School FairsEmail and NewslettersTraditional Media OutletsSpeaker PresentationsSpecial Events
Budget and Projected CostsBrochures: $2,000 for 4,000 brochuresSyringe Pens: $1,625 for 2,500 pensStethoscope Lanyards: $1,950 for 2,500 lanyardsPill-shaped flash drives: $4,975 for 2,500 flash drivesTravel/gas: $15,000TOTAL: $25,550
Theme and Key MessagesTheme: Making a difference starting with you
Key Messages:At Arkansas State Universitys Osteopathic School of Medicine:Medical school can be convenient.Medical school can be affordable.Medical school can be your future.
Uncontrolled MediaPress ReleasesVideo profiles/feature storiesControlled MediaBrochuresPromotional VideosSpeaker Presentations and Graduate School FairsFreebies
EvaluationSurveyConstant monitoring of social media, newspapers, news sites, and television newsHow many likes, followers, shares, views, retweets, etc. did we get in a given month?Inventory of freebiesCounting information cardsCounting applicants