ARKANSAS STATE UNIVERSITY OSTEOPATHIC SCHOOL OF MEDICINE
Dec 13, 2015
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 Penry
Dr. Charles Welch
Dr. Time Hudson
Arkansas State University System Board of Trustees
Tripp Umbach
Mayor Harold Perrin
Dr. Barbara Ross-Lee
Dr. Wolfgang Gilliar
Financial Status
Total Revenue, gains, and support for fiscal year 2013: $200,142,077
Total Expenses for fiscal year 2013: $195,363,899
Excess funds for fiscal year 2013: $4,778,178
$25,000 investment from Delta Regional Authority
Reputation
Past and Present Practices
Strengths
Social media
Location
Finacial-aid
Weaknesses
Arkansas State vs. University of Arkansas battle
Negative 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 Procedures
Survey
Casual Monitoring
Content Analysis
Communication Audit
Usability
Audience
Our 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 Promotions
Building relationships with local media professionals
Social Media
Graduate School Fairs
Email and Newsletters
Traditional Media Outlets
Speaker Presentations
Special Events
Budget and Projected CostsBrochures: $2,000 for 4,000 brochures
Syringe Pens: $1,625 for 2,500 pens
Stethoscope Lanyards: $1,950 for 2,500 lanyards
Pill-shaped flash drives: $4,975 for 2,500 flash drives
Travel/gas: $15,000
TOTAL: $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 Media
Press Releases
Video profiles/feature stories
Controlled Media
Brochures
Promotional Videos
Speaker Presentations and Graduate School Fairs
“Freebies”
Evaluation
Survey
Constant monitoring of social media, newspapers, news sites, and television news
How many likes, followers, shares, views, retweets, etc. did we get in a given month?
Inventory of “freebies”
Counting information cards
Counting applicants