Bradley MayEvan Wong

Kimberly RuleDaniel

BohannonCecilia Canazza

Introduction

Background :Founded in 1897Majors Offered

85 undergraduate majors75 Master’s programs14 joint doctoral degree programs2 independent doctoral degree

programs

RankingsTop ranking research

UniversityLargest University in San

Diego, fifth largest in California

No. 20 in the nation for Diversity

Ranked among the nations best national universities

Mission Statement :“To provide well-balanced, high quality education for undergraduate

and graduate students and to contribute to knowledge and the solution of problems through excellence and distinction in teaching, research, and service. The University shall impart an appreciation and broad understanding of human experience throughout the world and the ages.”

Introduction

Previous Research :Spring 2009 IMC Group (perceptions and donations)

Online Surveys228 alumni248 donors

Follow-up In-Depth Interviews12 Alumni

Primary PurposePerceptions and donationsFailed to test current students

Secondary ResearchSDSU’s website

Rankings and DistinctionsMarketing and Communications

Situation Analysis

Internal Analysis :Current Tag Line

“Minds that move the world”13.7% of alumni were aware of SDSU’s slogan

StrengthsValue of education Involvement OpportunitiesPrepares students for life after graduationCommunity presence and leadershipStrong International PresenceDiversityTop ranking research

WeaknessesParty school imageLack of clear and consistent

messagesSeen as “average”Athletics

Situation Analysis

External Analysis :Opportunities

Develop strong and consistent message Improve communication with alumni

Direct CompetitorsUniversity of California San Diego (UCSD)

Overall academic qualityFacultyCaliber of students

University of San Diego (USD)Campus appearancePrestigious Law ProgramPride and tradition

ThreatsCSU budget cutsCompetitors’ large marketing

budgets

Purpose

Purpose : “The purpose of this Integrated Marketing Communications planis to develop and test a positioning statement and tagline that will resonate withSDSU’s target audience and enhance the impact and consistency of marketing andcommunication efforts.”

Positioning Statement

Tag Line

Consistency of marketing and communication efforts

Target Market

Determining Our Target Market :

For repositioning efforts: focus on all key stakeholders

Research and Communication Objectives: focus on alumni

Communication Model

Where SDSU Stands Now…

Communication Model

Our Communication Objectives… Implement (September 2010)Achieve (September 2011)

Research

Objective : “The overarching goal of this primary research is to discover thestrongest positioning factors and tagline that will resonate best with alumniand be most effective in repositioning the University.”

Research Methods :13 in-depth student interviews

Discussion guide (12 questions)232 online alumni surveys

Likert scale and open ended questionsOut of 5,500 randomly selected alumni (4% response rate)

Research

Student Key Findings :Student Interviews

Positioning and perceptionsParty SchoolPromote strengths betterFeeling of connectedness

Tag LinesSDSU. “Minds that move the world.”SDSU. “Advancing You.”SDSU. “Moving You Forward.”SDSU. “Global Interests. Local Focus.” SDSU. “Building Strong Individuals.”

Research

Alumni Key Findings :Alumni Surveys

Positioning:

Positioning Factor:Disagree

or Strongly Disagree

Neutral

Agree or

Strongly

Agree

1 High value of education for cost 3% 12% 85%

2 Involvement opportunities 4% 22% 74%

3 Prepares students well for futures after graduation 12% 25% 63%

4 Strong community presence 12% 27% 61%

5 Builds balanced & well-rounded individuals 13% 31% 56%

6 Leader in international experiences 12% 47% 42%

7 Students are the priority 18% 42% 40%

Research

Alumni Key Findings :Alumni Surveys

Tag Lines:

Keywords: excellence, active, balanced, diverse, fun, community, large

practical, affordable, value, social, challenging, progressive,

opportunity, dynamic, underrated,

Tagline:Dislike or Strongly Dislike

NeutralLike or Strongly

Like

1“Minds That Move

The World” 13% 21% 66%

2“The Bridge to Your

Future” 21% 31% 48%

3“Moving You

Forward” 34% 30% 36%

4 “Advancing You” 43% 23% 34%

5“Your Bridge to a Balanced Future” 40% 39% 21%

Positioning Platform

Core Competencies :High value for cost of educationMany involvement opportunitiesBuilds balanced, well-rounded individualsPrepares students well entering the workforceCommunity presence

Positioning Statement : "San Diego State University is a progressive and dynamic University that offers a high value of education by providing excellent academic programs, a strong community presence and numerous opportunities for involvement in its mission to prepare well-rounded individuals to make a positive impact on the world.”

Message Strategy

Objectives :Promote key strengths Increase positive perceptionFeeling of connectedness

Donations

“Minds the move the world” Campaign :Monthly spotlightsRelationship Marketing

Yearly surveysTagline as a part of the school logo…

Message Strategy

Tagline Execution :Permanent part of SDSU logo Included with all University communicationsBrand equity

Included in each individual college

Media Strategy

Internet ($5,000):Website ($5,000)

Current website perceived as difficult to navigate, infrequentlyupdated, and cluttered

Restructure websiteUser-friendly Images of campus lifeStudent and alumni spotlights

Online Publications Inform visitors of University publications currently in

use by placing link on SDSU home pageSDSU NewsCenterSDSUniverseSDSU BlogStateLine

Media Strategy

Internet Cont. :Social Media

SDSU BlogPlace link on SDSU home page

TwitterCurrently 2,400 followersLive feed on SDSU home pagePost alumni, student, and professor spotlights

FacebookGroup where alumni can network and communicate

Direct Email Marketing85% of alumni prefer to receive news about SDSU through EmailNewsletters to alumni

Media Strategy

Promotions ($45,700) :Events ($10,700)

“Minds that move the world” seminarsAlumni seminars to update their knowledge of relevant topics

Aztec Pride Open HouseOctober and March

Donor appreciation GalaBlack-tie event for donors contributing over $5,000

Sales ($35,000)Bookstore sales promotions with items that have tagline with the logo

Tee-shirtsSchedule PlannersBackpacksPens

Media Strategy

Outdoor ($55,400):Billboards ($52,200)

14x48 dimensionsEntry costMajor freeways around San Diego

Relocation (every 1-2 weeks)…

Media Strategy

Media Strategy

Outdoor Cont. :On-campus banners ($3,200)

24 light pole banners (18”x48”)10 large campus banners (3’x8’)

Digital Freeway signCapable of displaying text and imagesSponsorships to gain revenue

Media Strategy

Broadcast ($97,000) :Radio

Stations:105.3 FM (Rock)101.5 FM (Classic Rock)1360 AM (Sports)99.3 FM (Hop-Hop / Pop)

Lower CostsPartnerships / TradeParma Payne Goodall Alumni Center

TVCosts are too high to be implemented within the budget

Highly dependent on minimizing costs for all elements of marketing mix

95.7 FM (Country)94.1 FM (Variety)600 AM (News)89.5 FM (KPBS News)KCR Radio

Media Strategy

Print ($46,000) :San Diego Union Tribune / SignOnSanDiego.com

Reach over 42% of San DiegoGeneral branding efforts

San Diego MagazineOver 40,000 affluent and loyal subscribersAudience sees them as informative, credible and trustworthyGeneral branding

360 MagazineSDSU’s official magazineHigh engagement with alumniHighlight student, professor, alumni spotlights

Media Strategy

Public Relations : Increase the amount of positive press releases

Student, alumni, and professor spotlightsUpcoming university eventsCommunity involvement programsCompetitions or programs students and professors are participating

inNational recognitions or awardsAccomplishments of faculty research

Invite media to all campus eventsFirst-hand look at SDSU Increase relationship between SDSU and Community

Media Strategy

Corporate Partnership :SDSU has a strong community presence

Leverage this strength to enter into a partnershipShare media time with corporate partnerSignificantly larger budget

Partner must have image in the community consistent with University message strategy

Media Schedule

Media Scheduling :Flighting Schedule Yellow = light

Red = heavy

Budget

Budget :Total of $250,000

46000; 18%

55400; 22%

35000; 14%

97000; 39%

5000; 2%10700; 4%

Print Media

Outdoor Media

Sales Promotion

Broadcast Media

Internet

Promotional Events

Measuring Effectiveness

Communication Objectives (Test in May 2011):Annual Post-Test Surveys (Alumni)

What percentage of alumni are aware of SDSU’s tagline, “Minds that move the world?”

What percentage of alumni have an overall “positive” or“somewhat positive” overall perception of SDSU?

What percentage of alumni perceive SDSU to rank #2 infront of USD and behind UCSD in overall image?

What percentage of alumni feel “connected” to SDSU?

What percentage of alumni plan on donating to SDSU?

Measuring Effectiveness

Broadcast / Outdoor/ Print :Post-test survey

Recall questionsEx. Check all forms of media you recall an advertisement for

SDSU.

Internet :Google Analytics

Analyze website trafficUser-views, click-through rate, etc.

Promotional Events :Post-test survey with alumni

Ex. Have you been to an event at the Parma Payne Goodall Alumni Center

Conclusion

Identified core competencies as they are perceived by alumni

Developed a positioning statement that will resonate with key audiences

Current tagline “Minds that move the world” can represent the University and resonate with alumni through proper implementation

Full commitment from University for strategies to be successful

If strategies are executed properly SDSU will improve its perception as a Premier University in San Diego.

QUESTIONS