ARKANSAS STATE UNIVERSITYOSTEOPATHIC SCHOOL OF MEDICINE

Arkansas 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. NYIT’s enrollment is roughly 13,000. NYIT’s 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 Gilliar

Financial Status

Total Revenue, gains, and support for fiscal year 2013: $200,142,077

Total Expenses for fiscal year 2013: $195,363,899Excess funds for fiscal year 2013: $4,778,178$25,000 investment from Delta Regional Authority

Reputation

Past and Present Practices

StrengthsSocial mediaLocationFinacial-aid

WeaknessesArkansas 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 University’s 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 Objectives Informational Objective: to inform 2000 potential

students in East and Central Arkansas, Southeast Missouri, Northwest Mississippi, and parts of eastern Tennessee about Arkansas State University’s 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 University’s 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 stories

Controlled Media

BrochuresPromotional VideosSpeaker Presentations and Graduate School

Fairs“Freebies”

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 “freebies”Counting information cardsCounting applicants