Uconn Marketing Communications plan
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The document outlines a marketing and communications plan for the University of Connecticut School of Nursing. The goals are to communicate excitement about the school's mission, attract more candidates from outside New England, and build the school's reputation as a top nursing program. It identifies strengths like strong faculty and clinical partnerships but also weaknesses like lack of diversity and data collection. The strategies proposed include improving internal/external communications, expanding awareness of unique programs, promoting history while embracing new technology, and increasing recruitment of younger graduate students from outside Connecticut.
Uconn Marketing Communications plan
- 1. A Marketing and Communications Plan February 12, 2008 University of Connecticut School of Nursing Goals Communicate a sense of excitement and confidence about our mission. Be perceived as preeminent Nursing School in New England; one of the top 25 nursing schools in the nation. Attract candidates from outside of New England. Attract a younger graduate student. Attract more Master’s candidates. Target recruitment of PhD candidates to support and advance ongoing research with the School. Build the proportion of honors-caliber students in the undergraduate program. 1
- 2. Situational Analysis We Have Many Strengths The SON Is Vastly Under Celebrated We have enormous resources in our faculty and staff. We produce leaders in the field of nursing. We hold strong partnerships with our clinical sites, offering students a wide range of clinical opportunities. Our program is unique because it offers a strong grounding in philosophy . Our leading researchers are experts in their respective fields. The Honors program is expanding. The MbEIN program is expanding and growing, helping to stem the nursing shortage. 2
- 3. Masters / PhD Programs Those who attend Masters/PhD info sessions typically decide to come to UConn. The PhD program is a success. Our PhD graduates are highly sought after and graduate having funded research and having had their work published. Our program is unique in its emphasis on both qualitative and quantitative research. Unique Offerings The Thomas Dodd Research Library retains the research library of Virginia Henderson, the First Lady of Nursing. Urban Service Track is a one-of-a-kind program nationally We have the largest collection of nursing artifacts in the State of Connecticut, and one of few in the country. We can offer undergrads the larger UConn experience and all that that brings (athletic events, social life etc). Our Baccalaureate Program has a strong liberal arts foundation. The DNP program is a 1st in the State of Connecticut. 3
- 4. Room to Grow Our Weaknesses are our Opportunities Lack of Diversity Older Graduate Student No Data Lack of diversity among graduate student population. Lack of students from outside New England and the US impacts the student experience. Older student. The average age of our PhD students is 54; average age is 45 for Master’s students. Difficulty attracting practicing nurses to teaching due to lower salaries available in Academia. We do not collect useful data on prospective students. 4
- 5. Great Reputation Not Enough Faculty Below Average Recruitment Perception among faculty and staff that the SON has a well-regarded reputation, yet there is no empirical data to support that reputation. Lack of enough faculty causes the SON to turn away qualified undergrads. Low turn-out at Master’s/PhD structured info sessions. Media Relations Lackluster media relations program. Personnel loss of Beth Krane at University Communications creates inconsistent effort. Any consistent media relations program must be initiated at the SON. Not enough manpower at UC to do what is needed. We have leading experts in their respective research fields, yet we gain minimal press associated with these research efforts. 5
- 6. Program Literature Many current brochures present partially redundant information. Production quality is substandard and doesn’t adequately reflect the quality of the programming and resources the SON offers. Inconsistent packaging. Little content which ties the program offerings together to show connections, or to reinforce continuing scholarship. Currently no umbrella piece which talks about the SON and its unique qualities. No faculty promotion, one of this institutions greatest assets. Printed program literature at this time not utilized by the faculty; perceived to be “useless” or used only at info fairs. Faculty find content of printed brochures becomes dated quickly. No visual vehicle to help a student determine how the programs connect for continuing study. 6
- 7. Interior /Exterior Signage Temporary paper sign with faculty/staff and their respective room numbers doesn’t reflect an institution of our history or stature. Unless you approached the building from one direction, you wouldn’t necessarily know what building you’ve just entered. Bulletin boards should be developed with a theme in mind and refreshed quarterly at a minimum. Operations Heavy reliance on student workers to support a growing faculty base. Low morale among many staff and faculty due to administrative inefficiencies caused by the large student worker administrative staff. Relationships between faculty and staff and between staff and the Dean need to be strengthened. Everyone must feel invested in the School’s success in order to be successful. 7
- 8. Strategies 1:1 Marketing Internal Communications Precedes External Communications Before launching an external communications program, focus on an internal communications. Everyone, especially leadership, needs to be pointed in the same direction. 8
- 9. Be Proud of What the SON Offers Train faculty and staff to project a sense of confidence in the future of the SON and to know why we are unique. All touch points with current and prospective students should show pride and quality. Show pride in alumni and their accomplishments. Use alumni and current students to market School (testimonials). The audience dictates where, when, and how content is delivered to them A shift from inward-focused to outward-focused communication A shift from raising awareness to building relationships A shift from announcing our brand to sharing ownership of our brand A shift from developing content to using content your audience formulates. Marketing is about engagement. 9
- 10. Expand Awareness Promote and expand awareness of the clinical experience of our Masters Faculty. Promote and expand awareness of the research experience of our PhD Faculty. Expand awareness of the SON’s innovative programming. Program Literature Solidify program literature and eliminate redundancies. Develop literature is useful and easy to update. Ensure all literature is representative of the diverse populations we seek to attract. Consider developing a brochure specifically for recruiting men in nursing. 10
- 11. Promote our History while Embracing the Future Embrace technology wherever possible in marketing efforts both with prospective students and alumni. Give more prominence to the Dolan Collection and the research archives at the Dodd Center both internally and externally. Tactics 11
- 12. Data Collection Build a SON database. Use database for marketing informational sessions and other events electronically. Upgrade web site to capture data. Create content of interest to prospective students. More Than Eye Candy A great web strategy facilitates community with prospective students and others. Part of this facilitation depends on the site’s ability to gather data on each person that accesses the site so future communications can be customized, not merely personalized 12
- 13. Web Site Use technology tools that allow for easier dissemination of information. Upgrade web site to better communicate clinical and research expertise of faculty by adding expanded bio- sketches about each faculty member. Build community with blogs, online student diaries. Upgrade “About us” section of the web site to include information about what makes the SON unique and desirable. Personalize Interactions Anyone can create a site that remembers a first name, but it is more effective to gather data so an automated response isn’t just a “Dear Dave” but… 13
- 14. Dear Dave…. “We understand that you are interested in our BS to PhD program. Here are the names of three alumni who went through this program at the SON. They would love to speak with you about their experiences at UConn. In fact, Cheryl Beck is involved in the same research area you have shown interest and will send you an introductory email in the next two days.” Attracting A Younger Grad Student Anyone under the age of 30 processes information differently than you and I. They are online, watching TV, flipping through a magazine, talking on a cell phone, and studying – successfully! They are able to process things in parallel and simultaneously. We have to recognize we have a radically different person out there than in the past. 14
- 15. Add Video Six out of 10 high-speed Internet users either watch or download online video content at least once a week. As much as 86 percent do so on a monthly basis, according to a new study by Horowitz Associates. December 31, 2007 Attract Students Beyond CT To Increase Diversity Develop narrated “video tours” to be placed on web site. Web site should be reviewed for opportunities to keep it a fresh, renewing media vehicle. Web is designed for video, for interactivity. Maximize these opportunities. Add an RSS feed on nursing issues and allow for subscription from our web site. Use information gleaned for electronic marketing. 15
- 16. Technology – Use it! Expand technology tools for marketing purposes. Attendees must register for Webinars in order to access (another opportunity for data collection). Add box to web site to advertise upcoming Webinars on various topics. Increase the number of Masters/PhD sessions using technology tools to minimize travel. Develop An Electronic Presence Create Dean’s blog and other blogs for our primary researchers. Focus commentary on the content for which we are known. Investigate the use of Wikis as a tool for students to collaborate remotely on projects Promote technology tools to reinforce how easy we make it for students to study nursing. 16
- 17. Centers of Excellence Reorganize programs into “Centers of Excellence” to give some structure to professional tracks. Shift reliance on print medium to the web. Any pieces that are printed should be of higher production value and have longer shelf life. The Missing Piece • Create a high level branding piece which speaks about the soul, the history of the SON and which establishes our “Centers of Excellence.” • Develop more sophisticated packaging for program literature. • All program materials will direct students to web site for detailed information. 17
- 18. Reinforce Continuing Education Program materials should easily show continuity of programs to promote continuing scholarship. Streamline number of programs where appropriate. Details of programs should be available only on the web site. Reduce number of clicks needed to reach information. K.I.S.S Create pocket sized “fact cards” on each Center of Excellence, showing individual tracks available within each to hand out at fairs. All cards will direct reader to web site for detailed information. 18
- 19. Be in the Company of Winners Create a piece highlighting the SON’s outstanding alumni over the years. Become comfortable with name dropping. Incorporate testimonials in all literature where appropriate. Create a “wall of honor” of alumni. Media Relations Establish relationships with media outlets at strategic locations throughout the state and regularly communicate with them. Schedule Dean visits with key editors to begin to forge relationships. Begin to establish the SON as the “nursing experts” in the state. Constantly comb media for opportunities where Dean or key researchers can contribute commentary on important issues of the day. 19
- 20. Market Research Expand statistical and reporting information for the SON to aid in promoting its strengths. Conduct primary research with current students to determine vehicles they used to evaluate nursing programs. Advertising As database is created, begin to use electronic communication to build 1:1 relationships with prospective Masters/PhD students. Create regular correspondence that contains pertinent information relative to their field. Consider social networking sites as vehicles for promoting the SON story. 20
- 21. Operations People are this institution’s greatest asset. Create an administrative structure that fosters a team atmosphere of equality by faculty and staff. There is no limit to what can be accomplished when everyone feels supported and works collaboratively towards the same goal! Consider appointing an operations “chief” who is responsible for overseeing to ensure efficiency. Address Morale Issues – Build A Team Take immediate steps towards improving internal communication between the Dean’s office and staff. Give staff an opportunity to get to know Anne as a person while becoming more familiar with her strategic vision. Take advantage of any opportunities to bring faculty and staff together such as receptions for new faculty. 21
- 22. Conclusion A focused differentiation Target communications leveraging our data Expand promotion of our strengths and unique qualities Increase efforts to recruit the “right” type of student Expand and build the SON community through continual engagement using customer focused marketing. The Result… The SON will distinguish itself and build on its reputation and unique strengths. It will maintain an ongoing dialog with its students, alumni and donors that is based on THEIR interests and is cultivated through numerous touch points with the School. 22
- 23. The School will create new opportunities to differentiate itself, so that students will have a compelling reason for why they should choose the University of Connecticut School of Nursing. The SON will attract a younger Master’s/PhD candidates through new media. The SON will actively recruit outside of CT and among underrepresented populations to increase the diversity of its graduate student population. 23
- 24. Alumni will have a compelling reason why they should support this institution because It is forward thinking. It is focused. It is on its way to becoming the preeminent public institution in New England for nursing education and one of the top 25 nursing schools in the nation. 24