The University of St. John FisherBe part of Something Special

Marketing Situation

• 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

• 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• Enroll at least 50 new

students

Long Term• Enroll at least 1,000

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..)

41%

7%27%

14%

7% 3% 1%

TV Trasportation Event Planning Online AdvertisingOutdoor Advertising News Paper Radop

Creative Strategy

• 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

Be Part of Something Special

University of St. John Fisher

Online Advertising• SEO• Facebook• Banner Ads

IntergratedMarketingCommunication USJF

Integrated Marketing Recommendations

• Predominant business figures

• Appearances in ads and events