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he Marketing Plan BA 3301-002
IU.~.1i. N HIST'Ol!..':i- OF ..uRIC.\ cnJ. AND MOU CULAR BIOUX.:Y
TE:C.H~IC .U C'O~!MUNICATID 'OE~ TOXKOlO(. Y
PEDI.OSO,PHY PSYCHOLOOY CO:\tl\KTNIT "f H [.\.L TH APPUID PHYSKS CHE:..\llSTR Y BJSJOR Y OI IHI:: ·~"'HD SI A HS
HI S.TOR 'II O•f LATIN A..'tERICACiiEli..M.'L~ P'OLITIC U S.CI£ ~C E
IiEAOHIII."(. .PH'rSICAL mtiC~IION AND SPORT SOCIAL WORK
FRE:t-:CH SPORTS PSYCOLOGY .socrotoc. PHYSICS G[ OlOG Y E~GLBH E.\.CDI:SK.'lE PHHIOHOlOC"'i
BIOC'HL .. USTllY COU "'iRING PSYCHOLOC~-
CI..INK.U FSYCHCI.OV1' iln'll2J) UN•.= 'DC!O
PUBU C ADMINBTR."-TIO _.._.._,'"IHRQFOLO il'
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Table of Contents Executive Summary ..... ..... ...................... ........................................................................................... 3
Current Marketing Situation ........................................................................................................... S
Market Description ............................................................................................................................ 6
Dean's Office Staff ............................................................................................................................... 8
Product Review .................................................................................................................................... 9
SWOT Analysis of the College of Arts & Sciences ................................................................ 12
Strengths: ....................................................................................................................................... 12
Weaknesses: .................................................................................................................................. 14
Opportunities ................................................................................................................................ 16
Threats .............................. .............................................................................................................. 18
Objectives, Strategies, and Tactics ............................................................................................ 20
Problems: ....................................................................................................................................... 20
Objective: ............... ................. ........................... ............................................. ................................ 20
Strategy 1: ................................................................................................................................. 20
Strategy 2: ................................................................................................................................. 22
Strategy 3: ................................................................................................................................. 23
Budget and Timeline ....................................................................................................................... 26
Itemized Budget ............................................................................................................................... 27
College of Arts and Sciences ........................................................................................................ 28
Banner and T -shirt ....... ................................................................................................................... 29
Sources ................................................................................................................................................. 30
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Executive Summary
The College of Arts and Sciences is the largest college at Texas Tech University with a current enrollment of 8,333 undergraduate and 1,285 graduate students and offers 160 degrees within the college. The college's enrollment base comprises mostly of students who live within the state of Texas.
Objective The marketing strategy for the college is to increase visibility of the school
with the overall objective of increasing awareness among the prospective students across the state and currently enrolled students whose majors are undeclared. By increasing awareness of the college, targeted segments will then be able to be more actively involved publics with the end result of being active segments which will lead to increased enrollment and more donors for the college.
The marketing plan will be carried out by various personnel within the / college, current students of the college and in some cases, outside sources brought in to carry out certain services. The majority of the plan will be carried out in house. This marketing plan seeks an operating line of $40,000 to finance this campaign.
Strateeies and tactics To accomplish the overall objective of raising awareness of the college, the
campaign will consist of three main strategies. These general approaches comprise of utilizing branding to create increased awareness, utilizing face-to-facyinteractions between representatives of the college and target segments and utilizing social media platforms.
To strengthen awareness through branding, we have created a new brand logo to be adopted by the college along with a slogan. The new brand and logo will / attempt to capture target segment's preference and loyalty and be highly recognizable. The new brand logo and slogan will be used in all correspondence used by the college as well as on the main website, t-shirts and all other printed material.
Face-to-face interactions will be created by creating a student ambassador/ program comprised of currently enrolled students in the college. These ambassadors will be liaisons within the college and outside of the college during special events and outreach.
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In the 21st Century, it is vital for this campaign to utilize social media platforms to reach targeted segments. The current social media employed by the college has great opportunity for growth. The current platform the college has is Face book. This medium has great potential in reaching targeted segments along with the creation of a Twitter feed. The essential part of this strategy is to create regularly updated content that the targeted publics will be interested in and actively participate in. The social media will also be a key component in driving traffic to the college's fully integrated website which will be the focal point in which the various publics attention will be drawn to.
Measurement of effectiveness of campaien In order to measure the overall effectiveness of this campaign, the current
awareness of the College of Arts and Sciences must first be measured before the start of the campaign. A survey will be distributed to the current student body at Texas Tech University through email and with questions measuring the awareness level of the participants. After the first six months of the marketing campaign, a second survey will be distributed to students and a new measure of awareness will be ascertained. Finally, at the end of the first year of the campaign, a third survey will be conducted to measure the awareness. At this end, we will see an increased awareness.
Other various measurements will be in the amount of information and printed material distributed during the campaign, the number of Face book likes and page visits, twitter followers and website hits of the main site for the college. The key component will be consist ant monitoring during the year of the campaign in order to make timely and effective changes that need to be made in order to make the campaign more successful.
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Current Marketing Situation
The College of Arts and Sciences is the largest individual college at Texas Tech. The College of Arts and Sciences currently enrolls about 30 percent of the entire , Tech student population and offers more than 40 Bachelor's degrees, over 100 ./ Graduate programs and nearly 20 Doctoral degrees. The classes offered by the CA&S constitute about one half of the total credit hours taken by students each semester.
Due to the vast number of educational avenues provided to students, the College of Arts and Sciences has been a vital segment of Texas Tech since its establishment in 1925. It has and still continues to graduate more students than any other college at Tech. The broad array of degrees offered allows the opportunity for" the College of Arts and Sciences to reach and influence a vastly diverse student body. Degrees range from everything to natural sciences like Biology, Chemistry and Physics, to social sciences including Psychology, Anthropology and Sociology, all the way to communication studies, English and Philosophy.
With all of this being said, one may wonder what the College of Arts and Sciences is presently doing to keep itself relevant among students, faculty, alumni a_.9-d other groups of interest. After speaking with multiple representatives of The College of Art and Sciences, it is apparent that the College of Arts and Sciences does very little to market itself internally to students, which are ultimately the primary consumers of its offering. They do on the other hand devote a fair amount of time and resources in promoting itself to alumni, research funding institutions and other
I financial resources, which are absolutely necessary in providing funding for the enormous amount of research and educational finances needed to operate the college at a prestigious level. Just last week the college put on a function for the Geo Sciences department and its alumni to raise money and recognize achievements among the department. Alternatively, some of the internal marketing at the current time includes having flyers around campus for certain classes like Physics of Sound and word of mouth being passed among students about taking lighter load classes in the College of Arts and Sciences such as Introduction to Sociology and avoiding Cell Biology at all costs. That being said, there is obviously an opportunity at hand to improve the internal and external marketing for the College of Arts and Sciences.
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Market Description
The Texas Tech University College of Arts and Sciences has many different target segments in many different areas. Six of the most important segments are current and future students, alumni, donors, faculty, hiring companies, government and competitive research funds. These segments must be the primary focus of the college moving forward to establish a meaningful and recognizable brand to people / around the country.
A very important target segment for the College of Arts and Sciences is their current undergraduate and graduate students. Texas Tech has many students that are undecided or have not declared majors. This group of students is very important, and a strong brand that identifies the college can greatly help in attracting the students into the college. One of the best recruiting tools colleges have around the country is family and friends, creating a meaningful brand can help in recruiting for the college / for many years. If a current student has a great experience at Texas Tech, specifically in the College of Arts and Sciences, they will be much more likely to recommend Texas Tech and the College of Arts and Sciences to their friends and family. Also making an impression on the current undergraduates can help persuade those considering graduate school to attend Texas Tech for the graduate degrees. Word of mouth marketing is very important in a college setting, and creating an identifiable brand for the College of Arts and Sciences will be of great importance. Creating a meaningful brand will help the students in the College of Arts and Sciences identify with the university, and will also help to encourage these students to attain their degree from / Texas Tech University.
Alumni and donors must be a major target for the College of Arts and Sciences. This target is very important because of the impact it will continue to have well into the future . Continually improving a college where graduates are proud to have attended must be a high priority, as this will help the reputation of the College of Arts and Sciences, and Texas Tech University. The college of Arts and Sciences must focus on the donors to the college because this is a major source of funding for the college and for academic scholarships. Continually making improvements in the college will help show donors that the College of Arts and Sciences is one of the premier colleges in the nation and will continue to increase the amount of donors. /
Also, a very important target segment for the College of Arts and Sciences 1s prospective students from Texas and around the country. The college of arts and Sciences must show through academic scores and a definitive brand that the Texas Tech College of Arts and Sciences is one of the top colleges in the country, and demonstrate that a degree from Texas Tech will set up graduates for very successful careers in their chosen major. The College of Arts and Sciences is the broadest college at Texas Tech, but many prospective students do not know all the department has to offer. Currently, when many prospective students think of the College of Arts and Sciences many are not aware of the academic programs and scope of majors in the department. Creating a definitive brand that encompasses and showcases all the
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department has to offer to prospective and future students across the country will greatly help the College of Arts and Sciences achieve many of their goals. Some of the most important goals of the department are to increase enrollment and research funding, this brand image will set up the college to succeed in these goals, and help make the college one of the premier arts and sciences colleges in the nation.
Another target segment for the College of Arts and Sciences is faculty and staff, not only the current faculty, but faculty from other colleges around the nation. The college must keep the high level faculty currently teaching at Tech and must attract other high level faculty here from around the nation. Attracting other high level faculty will help with the colleges goal of increasing enrollment without ..-' increasing class size, and having a very high level of faculty teaching in the college will increase the image of the College of Arts and Sciences around the country, adding to the strong brand already created. A target segment the College of Arts and Sciences must make a high priority in targeting is companies around the country and around the world seeking to hire new graduates. The college must demonstrate to companies through challenging academics and high level course work that graduates from the College of Arts and Sciences are prepared to be the best in their chosen field and must demonstrate that hiring graduates from this college will be a great benefit to their company.
Demonstrating to companies that Texas Tech is the university to hire new graduates from will greatly help many aspects in the college of Arts and Sciences. / One main benefit prospective students are aware that a degree from Texas Tech University college of Arts and Sciences will set them up to succeed better than other colleges, many upper level students will be attending Texas Tech, increasing the prestige of the college and the University. A distinguishable brand for the Texas Tech College of Arts and Sciences will greatly help in increasing knowledge of companies to the high level graduates from Texas Tech.
A final target segment that is very important for the Texas Tech College of A_;ts and Sciences is competitive research funds. These funds are very important to universities across the nation, and will play a large part in the importance of the college well in to the future. As Texas Tech is pushing for tier one status, research funding in the largest college at Texas Tech is going to be of great importance. The College of Arts and Science must show to private corporations and government agencies around the country that the department is capable of the highest research in the United States and that Tech should be a first choice when looking to invest in research and development. This brand will help to distinguish and promote the Texas Tech College of Arts and Sciences, and help to increase research funding in the department.
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Dean's Office Staff
Dean: Dr. Lawrence Schovanec
Dean's Office Staff: Faculty Division /
o Dr. John Zak- Associate Academio-Dean • Research
o Dr. David Roach- Associate Academic Dean • Academic Programs
o Dr. Melanie Hart- Associate Academic Dean • Faculty and Graduate Affairs
o Dr. Jeff Williams- Associate Dean of Finance o Dr. Phillip Marshall- Assistant Dean
'• Speciallnitiatives o Monica Hicks- Manager, Financial & Administrative Services o Florence Ruiz- Senior Administrative Assistant
Dean's Office Staff: Student Division 1 o Dr. Jorge lber- Associate AcademicDean o Kim Mills- Unit Supervisor o Rhonda Cummings- Administrative Business Assistant o Mike Gellner-Senior Academic Advisor o Adrienne Long- Academic Advisor o Pam Sexton- Athletic Academic Advisor o Amy Peterman- Academic Advisor o Anthony Rodriguez- Academic Advisor o LD Harper- Academic Advisor o Randal Lacy- Technician II o Barbara Smith- Senior Business Assistant o Derinda Cheek- Senior Business Assistant o Pat Race- Senior Business Assistant
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Dean's Office Staff: College Development Office o Wendell R. Jeffreys- Development Officer o Emily Phillips- Development Officer o Catherine Forrest- Unit Coordinator of Development
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Product Review
The College of Arts and Sciences contains all of the following departments:
Department of Biological Sciences J
The department encourages undergraduates to work with professors in research labs and projects to obtain first-hand information about research in the life sciences. The majors for undergraduates in this department are Biology, Cell and Molecular Biology, Microbiology and Zoology. The majors for graduates are Biology, Zoology, Microbiology and Biological Informatics. The doctorial programs are in Biology and Zoology. The chair for this department is Dr. Lou Densmore.
Department of Chemistry and Biochemistry /
The majors for undergraduates in this department are Chemistry and Biochemistry. There are also the majors of Chemistry and Biochemistry for graduate students. The chair for this department is Dr. Carol Korzeniewski.
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Department of Classical and Modern Languages and Literaiures The Department of Classical & Modern Languages & Literatures can be a gateway to languages and cultures from across the globe. The majors available for undergraduate students are German, Spanish, Russian, French and Classics. The graduate programs in this department are Spanish, French, German, Applied Linguistics and Classics. The chair for this department is Dr. Laura Beard .
Department of Communication Studies
Communication Studies prepares students for the meaningful and ethical public, professional, and personal practice of communication research and theory. The major for undergraduates in this department is Communication Studies. The only major for graduates is also Communication Studies. The chair for this department is Dr. Bolanle Olaniran.
Department of Economics and Geography I
The majors available for undergraduate students are Geography, Economics and International Economics. The majors available for graduate students are Economics and Geography. The chair for this department is Dr. Klaus Becker.
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Department of English The Department of English of Texas Tech University is committed to innovative teaching, intrepid research, and agile learning. The majors for undergraduates in this department are English and Technical Communication. The graduate program for the department of English includes the majors of Technical Communication and Rhetoric
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and Literature, Creative Writing and Linguistics. The chair for this department is Dr. Sam Dragga.
Department of Environmental Toxicology This department offers a major of environmental toxicology both at the undergraduate level and the graduate level. The chair for this department is Dr. Ronald Kendall.
Department of Geosciences The Department of Geosciences at Texas Tech University provides a wide range of research and educational experiences in the field of earth & atmospheric sciences. The majors for this department for undergraduates are Geology and Geophysics. The major for graduates is Geosciences. The chair for this department is Dr. Calvin Barnes.
Department of Health, Exercise and Sport Sciences This department offers many specialized areas of st_y dy in which the causes and consequences of physical activity are examined fr6m different perspectives. The majors in this department for undergraduate students are Community Health, Exercise Sciences, Exercise and Health Promotion, Sport Studies and Physical Education Teacher Education. The majors for the graduate program are Biomechanics, Exercise Physiology, Exercise and Sport Psychology, Motor Behavior, Sport Management, Strength and Conditioning and Teaching Physical Education and Sport. The chair for this department is Dr. Noreen Goggin.
Department of History
The Department of History at Texas Tech is a vibrant community of scholars who seek to understand the past and teach courses that introduce students to the processes of historical thinking and analysis critical for the development of an informed citizenry. For undergraduate students in this department, the only major offered is History. The majors in the graduate program are History of Africa, Asia, Europe, Latin America and United States. There is also the major of Museum Science. The chair for this department is Dr. Randy McBee. /
Department of Mathematics and Statistics The Department of Mathematics & Statistics enjoys national and international prominence in several areas, including algebra, applied mathematics, complex analysis, computational mathematics, control theory, mathematical biology, numerical analysis and statistics. The only major for undergraduates in this department is Mathematics. The graduate program includes Mathematics and Statistics. The chair for this department is Dr. Kent Pearce.
Department of Philosophy The Texas Tech Philosophy Department, ranked among the top twelve Philosophy MA programs in the nation, is committed to excellence in undergraduate and graduate
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education, research, and service to the Texas Tech community. The major in this department for undergraduates is Philosophy. The major for graduate students is also Philosophy. The chair for this department is Dr. Mark Webb.
Department of Physics
The only major offered in this department for undergraduate students is Physics. The majors offered for graduates are Physics and Applied Physi~. The chair for this department is Dr. Roger Lichti.
Department of Political Science
For undergraduates, the only degree offered is in Political Science. For graduate students, the degrees offered are Political Science, Public Administration and International Affairs. The chair for this department is Dr. Dennis Patterson.
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Department of Psychology
The department of Psychology is committed to education and research-:-'The major for undergraduates in this department is Psychology. The majors for students in the graduate program are Clinical Psychology, Experimental Psychology and Counseling Psychology. The chair for this department is Dr. Susan Hendrick.
Department of Sociology, Anthropology and Social Work I The Department of Sociology, Anthropology, and Social Work (SASW} is a mufti.C: disciplinary unit whose focus is on quality teaching, innovative research, and relevant service. The majors offered in this department are Sociology, Anthropology and Social Work. These are also the majors offered in the graduate programs. The chair for this department is Dr. Yung Tsai.
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SWOT Analysis of the College of Arts & Sciences
Strengths: 1.) Diversity of Degree Plans-the College of Arts and Sciences offers 44
Bachelor's degrees, 107 Master's degrees, and 18 Doctoral degrees. With so
many different options, the College of Arts & Sciences can appeal to a very
large market of students. Students have a wide range of programs to choose
from, and this provides them with many different career opportunities. As a
result of the diversity of the college's programs, students gain a strong
foundation that can even enhance majors that are outside of the college.
2.) Faculty-the faculty of the college is dedicated to their specific areas of
expertise as well as to their students. Many of the faculty members of the
college have a decorated history in academics. "The 2007 Nobel Peace Prize
was shared by a member of the faculty. Fulbright Scholars, Mellon Found at~
Fellows and Woodrow Wilson Fellows are found among the faculty {College of
Arts & Sciences)." The college strives to hire the very best professors in order
to create the best possible atmosphere of higher learning.
3.) Research Opportunities-the college strives to construct an extraordinary /
research community through the interaction of professors and students. /
"Collectively, over the past five years, the Arts & Sciences faculty has /
generated an average of more than $12 million dollars of externally-funded
research (College of Arts & Sciences)." This is especially important for
providing students with very valuable research experience. Examples include
research on alternative energy sources, as well as biomedical and
environmental fields. I 4.) Scholarships-the college offers a variety of scholarships that are specific to
the college to help students with the financial burden of paying for an
education. These include merit based scholarships as well as the Need-based
H. Y. Price Scholarship. There are also many departmental specific scholarships
within the college. /
5.) Low Cost of Attendance-students who attend Texas Tech University pay
much less in tuition and fees than do students who attend other equivalent
universities. According to the TIU Student Business Services the tuition and
fees of attending Tech for a full time student {15 hours) was just over $4,000;
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tuition and fees for Texas A&M is a little over $7,000 and for the University of
Texas it is over $8,000 (College For All Texans).
6.) Study Abroad Opportunities-the college offers many study abroad
opportunities in many different countries. Some of the places that are offered
for study abroad programs include Spain, Germany, Mexico, Russia, France,
and England. This is important because it allows students to gain international
experience in education as well as many different cultural experiences.
7.) Preparation for Advanced Education-as a result of a well based foundation of
knowledge and a liberal education, students in the College of Arts & Sciences
are better prepared for further educational opportunities such as attending
Law School and Medical School.
8.) Texas Tech University-the college is a part of prestigious Texas Tech
University. This means that students within the college have access to many
state of the art facilities; these include: the Recreational Center with very nice
workout equipment, an Olympic sized swimming pool, an indoor track, several
basketball courts, and a student leisure pool; the United Spirit Arena; and
Jones AT&T Stadium. As a part of the larger University, students have free
access to all home sporting events.
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9.) Large Student Presence-the College of Arts & Sciences is the largest college /in
the university; there are 8,333 undergraduate students and 1,285 graduate
students enrolled in the college. With such a large student population within
the College of Arts & Sciences, students can benefit from the combination of
many different perspectives; each student brings a different cultural
background and different points of view. Students have the opportunity to
learn from each other and to develop friendships that will last forever. 1
10.) Easily Transferable Skill Set-"ln the world today the average person chan/es
careers at least 5 times. The College of Arts & Sciences gives you the
opportunity to discover, create, advance, analyze, disseminate and preserve
knowledge. You will develop the incredibly transferable skills of how to
problem-solve, think critically and strategically and integrate what you learn in
textbooks with the real-world issues that we all face today. With a degree
from our college, you will know how to do much more than just one job when
you graduate. You will have the resources and training to adapt your
education to almost any career field that offers itself to you (College of Arts &
Sciences)."
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Weaknesses: 1.) Student/Faculty Ratio-the student/faculty ratio in the college is
approximately 29 to 1 (TIU Institutional Research). This is the highest of all of
the colleges within the university. This is important because many students
need more one on one time with the instructor to understand the class
material; more personal instruction allows for students to gain a better
knowledge of the material being taught. Having a higher student to faculty
ratio means that students will get less of this one on one with their professors.
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2.) No Common Brand-in other words the departments of the college of Arts &
Sciences have no common identity. They do not market themselves as a
unified; instead, they attract students to the individual departments and
majors. This hurts the positioning of the college in the minds of prospective
students, because the college does not market itself as a single entity.
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3.) Inadequate Marketing-the college does not integrate enough promotion and
advertising activities into its marketing strategy for its programs and /
departments. Prospective students should be informed of the benefits of the
college before they enroll in a degree plan; this way, students can make the
best decision for their future career plans. Many students have never heard of
many of the departments that make up the College of Arts & Sciences. The
college offers many programs that current and prospective students are
unaware of. I 4.) Advising Can be Confusing-It is difficult to find where to get advised . When
we tried to find the location of the advising offices for the college, it was tough
to find any information . This should be easy to access for students who need
to talk to an advisor. Also, students may not get to talk to the same advisor
every time; this could cause problems for the student because each advisor ~
might have different opinions on the best combination of classes to take. /
5.) Website-the website for the College of Arts & Sciences is not user friendly.
Information on the website is not easily accessible. It takes a lot of time and
effort to search the website in order to find any information about the specific
departments as well as information about the opportunities within the college
as a whole.
6.) Career Opportunities are Unknown-this is a weakness because students need
to be able to plan for their future careers. Students need to be informed of
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future career opportunities so that they can make the best decision of which
classes, major, or programs to participate in. Without an understanding of the
career opportunities that are available to a graduate of the college, students
may make mistakes in choosing their specific major.
7.) Lack of Work/Study Programs-the college needs to provide more / /
opportunities for work study programs. Many students are attracted to thy
possibility of working on campus while going to school. The College of Arts &
Sciences does not give students this opportunity, and if the opportunities do
exist, the college does not provide enough information about them.
8.) Lack of Effective Ambassador Programs-most colleges have groups of
students that serve as ambassadors to their respective colleges. They trav_71/
around and try to recruit students who could potentially become students in
their specific college. The College of Arts & Sciences needs to develop a more
effective ambassador program in order to recruit prospective students. With a
weak ambassador program the college will have a hard time reaching and
informing future students.
9.) Location-the College of Arts & Sciences has no unified location. Each
department within the college has buildings that are scattered acrosyh'e
campus of Texas Tech University. This makes it difficult for students and
faculty to develop a sense of unity among the respective departments.
10.) Lack of Administrative Unity-in order to establish a unified college, the ide!
of unity and oneness must begin at the top of the College. This means that the
administration must develop and nurture a sense of unity among faculty
members so that this identity can be filtered down through the various
departments and finally reaching the student body of the College of Arts and
Sciences. Without the administration on board to create a common brand
there is no way for the student body to incorporate this unified identity into
the various departments of the college.
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Opportunities 1.} Degree Variety-From the College of Arts & Sciences website : 1144 Bachelor's
degrees, 107 Masters degrees and 18 Doctoral degrees. The College of Arts & Sciences is home to 515 tenure track faculty and 33% of all students enrolled at TIU, with 8,333 undergraduate and 1,285 graduate students. The college fills an enormous teaching role for the university. Typically A&S faculty teach more than 50% of the student credit hours at TIU, a total of nearly 190,000 hours per semester." With this incredible variety and reach the College of Arts & Sciences has the potential to brand themselves on nearly every student at Texas Tech. 190,000 credit hours per semester is an amazing opportunity to show the capabilities of an Art & Sciences degree and deliver messages regarding how essential the College's role is for all majors at Texas / Tech.
2.) Fastest Growing Fields-An Arts & Sciences Degree can be applied to all of the top 25 11Fastest Growing Careers" according to Career One Step on acinet.org. A site sponsored by the U.S. department of Labor, Employment, and Training Administration (acinet.org). Emphasizing the opportunities j available to those who pursue a degree from the College of Arts & Sciences will begin to brand the College as a destination and not a college used to help satisfy the basics for other colleges. Arts & Sciences is a universal college with unlimited potential in application to nearly any field .
3.} Website-The College of Arts & Sciences is where a lot of prospective ( students and parents turn to find information when choosing Texas Tech r what major at Texas Tech. The website is helpful. The website features personal success stories, department success stories, weekly newsletters, and information needed for making education decisions. The website does not do anything for the brand. The website appears just as people see the college; a cluttered arrangement of departments and degrees. The website is an excellent place to start when redefining the College of Arts & Sciences.
1 4.) Highest Growth Percentage-Based upon the most current enrollment figures
to some of Texas Tech's top competitors, Texas Tech is growing at the fastest percentage rate.
• 5.28% Increase- Tech (today.ttu.edu)
• 1% Increase- A&M (tamu.edu)
• 1.8% Increase- UT (utexas.edu)
• 2.25% Increase- Baylor (kwtx.com) These figures mean a lot to the university. The increase in enrollment means that the College of Arts & Science will be seeing more and more students. This will be an outstanding opportunity for the College to brand itself; new faces, new beginnings. The College of Arts & Sciences has the
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unique ability to spend time with all students from all majors across the university. The College can show all students the meaning of and Arts & Sciences degree and develop their brand during the enrollment influx.
5.} Undecided Majors-Thousands of undergrads come to Texas Tech as undeclared. These students present a major opportunity to the College.J>f Arts & Sciences. These students are very impressionable and are a great fay to tell if College of Arts & Sciences marketing plans are working.
6.) Social Media-The College of Arts & Sciences has an outstanding, present opportunity to build a brand on the fundamentally important Facebook, but currently, the College would be better off deleting their entire group page. The page is very bland, boring, and cheap in appearance. The Texas Tech University page is exciting, current and engaging. The University page · as 101 thousand fans, while the College of Arts and Sciences has 107. Facebook is possibly the greatest opportunity present to the college to build a brand and is currently taking steps backward through the medium. College of Mass Communications has 1, 726 fans.
7.} Lectures/Hands-on Demonstrations-College age students have very impressionable minds. An outstanding opportunity, for the College of Arts ' Sciences, is the exciting possibility to demonstrate the work done in the / degree fields offered. Chemistry, Geosciences, Psychology, Forensic Sg ences, Exercise Sports & Sciences, Zoology, ECT ... The College could host very interesting lectures and demonstrations on campus. The College, because of its size, spends time with almost every Tech student. Show these students the fun and exciting work being done in the college. Build a brand reputation on the excitement.
8.} Parents-Parents should be an essential public for the College of Arts & Science. Parents' inputs carry a lot of weight in the decisions of t Ke ir hig school seniors. If the college of Arts & Science focused on selling parents on the value and practicality of an Arts & Sciences degree, the college will see a major increase in enrollment and have their identify solidified with the incoming class.
9.) Money-Based on the new management philosophy at Texas Tech the individual colleges will retain more money per student enrolled . Since the / College of Arts & Sciences is the largest college at Tech, this becomes a major opportunity and competitive advantage. The new branding approach coupled will the new management style can complement the overall efforts of the College of Arts & Sciences.
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10.} High School Recruiting-Grabbing the attention of students in high school is not only a great enrollment booster, but starts forming the identity of the College of Arts & Sciences in their minds from the very beginning. These students will synonymously associate Texas Tech University with the College of Arts & Sciences. Arts & Sciences are important and relev~ degrees with limitless potential.
Threats 1.} Other Universities-Texas Tech is not always the first choice for high school
seniors. Other universities across the nation compete for the same students as Texas Tech and consequently the College of Arts & Sciences. The College of Arts & Sciences needs to look at other Universities and their Arts & Sciences colleges to get a sense of what the competition is doing. If students don't pick Tech, then they can't pick our College of Arts & Sciences.
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2.} Other Colleges-Other colleges on Tech's campus threaten the College of Arts & Sciences. They all compete for the same students. All colleges on Tech's I campus are trying to build identities. Colleges hold events, sponsor student organizations, create publications, and brand themselves on the students who enter their doors. The college of Arts & Sciences sees the most students, but other colleges seem to do more with less.
/ 3.} Difficult to Prove Degree Value-Some of the degrees in the College of Arts ~
Sciences have a tough time proving their value. What can you do with a bachelor of arts in Classics, French, or Anthropology? The College of Arts & Sciences does have the answers to these deep on their web page, but the perception cannot be changed from deep within a website. This train of thought really hurts the brand of the College of Arts & Sciences. j
4.} Large Classes-The College of Arts & Sciences currently has the worst student to teacher ratio on campus, 29:1. This threatens the likelihood students will settle on the college for their degree. It also means students will feel a relational disconnect with the College of Arts & Sciences. This hurts the brand and the new direction for the college; unity.
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5.) No Unity-The current brand of the college has a feeling of disarray. As a current student myself, I was unaware of all the schools in the College of Arts & Sciences. The college has major reach, but lacks the ability to present itself as one unit that serves the needs of all students across Texas Tech.
6.} Uninformed Student Body-A current threat to the College of Arts & Sciences
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is the lack of informed students. Most students on campus cannot identify the / College of Arts & Sciences. Almost the entire university takes classes through the College of Arts & Sciences yet most students do not see the college as a unified entity or recognize the college's impact on their education.
7.} No visible campus outreach-Texas Tech students are not visibly pursued on I campus by the college of Arts & Sciences. There is no visible presence of branded brochures, t-shirts, or hand outs. This threatens the college because a lack of consistent branded material leads to a lack of student attention. They are not top-of-mind with many students.
8.} Parents-In most cases, parents are funding the education of their students. / Parents need to be reassured that their students are receiving a fair educatyh _ for the price being paid. Parents need to be convinced of the value a College of Arts & Sciences degree. The parents are a very important public and pose a serious threat to the college if not correctly marketed to.
9.} Location-For some, Lubbock, TX is a tough place to attend college. It ' s~ away from home and far away from anywhere. This is not something the College of Arts & Sciences can change, but they can take steps to ease perspective students and parents. Other schools have a potential advantage over Tech with location; Tech can overcome this threat by acknowledging the
concern to all publics. j 10.) Current Perception-Texas Tech is a world-class university, but for reasons
unknown the university has not received extremely favorable rating from U.S. World News education rankings. Texas Tech University was ranked as the 159th
best university in the nation, last in the Big XII conference. Recently, Texas Tech has worked hard to have more selected admissions, gain tier one status, and grow admissions, but the perception is still the same. This threatens the entire university and the College of Arts & Sciences.
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Objectives, Strategies, and Tactics
Problems: Awareness of the arts and sciences school needs to be increased. The majority
of prospective students and current undecided students do not have much knowledge of the school. The school has not targeted messages to these segments in order to create thoughts and feelings about the school. Dialogue with these publics needs to be increased in order to find out what attitudes, beliefs and thoughts the relevant segments currently hold for the college.
The overall objective concentrates on raising awareness. The idea of raising awareness is the crucial first step in leading to increased interest, deciding that the school of mass communications is an institution a prospective student or current student wants to be a part of and leading to segments acting upon that decision and eventually enrolling in the college. Without the first step of establishing awareness, the subsequent steps are not possible.
Objective: Increase awareness of the college of arts and sciences amount prospective
college students and current undecided students by 20 percent in the first six months and 35 percent within the first year.
Strategy 1: The first step in achieving our objective of creating more awareness of
the College of Arts and Sciences is to create a brand and make students, prospective and current, aware of it. To create a brand, we created a new logo for the college and a slogan. To make students aware of the new brand, we have multiple events and ways to spread it across campus and Lubbock.
Tactic 1: To help create more brand awareness, we have created a new )
logo design . We believe that this new logo will grab students' attention. We want to create consistency and unity across the whole College of Arts and Sciences and using this new logo is a step in the right direction . The new logo shows the variety of majors and departments of the College of Arts and Sciences in an eye pleasing way. The design also shows how the departments come together to make up the whole College of Arts and Sciences.
Potential Issue: One issue that may happen when making this new
design is some students may not think that the logo is eye
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pleasing. Some students may also think that seeing all of the majors on the logo is confusing or overwhelming. There is no way to please everyone when making a design or logo but we believe that this new logo will be the most effective and it represents the College of Arts and Sciences as a whole.
Tactic 2: Along with our new design for the logo, we have created a
slogan that we believe is catchy and represents the College of Arts and Sciences in a positive light. The new slogan is "It all st1
and by hanging a banner from each building associated with the college, the importance of the college is shown. The College of Arts and Sciences is the biggest college at Texas Tech University and displaying banners will just help show its massiveness. Displaying the banners will help unify the college and bring each department together.
Strategy 2: To increase awareness, we plan to create face-to-face interaction between our target audiences and current students, advisors, and faculty of the College of / Arts and Sciences. This strategy will not only help us in achieving our goal of/ increasing awareness, it will help spark interest of members in our target audience.
Tactic 1: Create a "Student Ambassador" program. Students who are currently enrolled in the College of Arts and Sciences will be selected to participate in this program. They will serve as liaisons between the College of Arts and Sciences and potential students to the college. These Student Ambassadors will travel to high schools during the spring semester and share information with juniors and seniors about all of the different possibilities a degree from the College of Arts and Sciences can offer.
Tactic 2: Make appearances during Red Raider Orientation. Members/ of the Student Ambassador program will have a booth at the / organization fair during orientation sessions. At the booth they will have information for parents and prospective students. Also, they can share information about becoming a member of their newly created organization.
Tactic 3: Set up a demonstration/promotion table in the free speech / area on campus. Once a month during the fall semester, members of the Student Ambassador program will set up a table in the free speech area where they will host demonstrations that relate to the different degrees a student can earn from the college. For example, the College of Arts and Sciences could team up with the Science Spectrum and create a large domino race, or they could launch a rocket that current students built. Prospective students who show interest will receive a free t-shirt with the newly created logo and slogan of the College of Arts and Sciences.
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/
Strategy 3: Utilize social media platforms to create awareness for the College of Arts & Sciences.
Tactic 1: Facebook is arguably one of the most important mediums to make impressions on college students. Currently, the College of Arts & Sciences has a weak Facebook presence. The Facebook page 6n1y has 108 fans and gives students no reason to come back to ~j;(e site. The page does not encourage conversation, incite action, or create any sense of a brand. The logo from the college's website is not even present.
The college of Arts & Sciences needs to revamp the entire page. Start by making the new logo the profile picture. Fill the photo section / with pictures of actual students doing real work. Students love to see / themselves on official pages. The college should use the thousands of students who take Art & Sciences classes to create page content.
The College of Arts & Sciences is constantly being awarded grant money, Arts & Sciences' professors are having articles published, Art & Sciences' students are doing interesting things; publish all of these feats to the Facebook page. Publish the Arts & Science weekly newsletters on the Facebook page for students to "like" and share with others. Constant content is the key to maintaining a relevant online presence. Ask questions to your followers to create interaction.
To personalize and recruit to the college, Arts & Sciences should select current students to share their personal experiences with the Arts & Sciences' Facebook page. This will bring legitimacy to the page and become a powerful tool for those curious about the college.
The College of Arts & Sciences also needs to fully integrate all of their online presence. Use Facebook to drive website traffic. Use the website to drive Facebook traffic. Currently, the Arts & Sciences' Facebook page only "likes" the "Lubbock, TX" Facebook group. They need to "like" Texas Tech University, Red Raider Outfitter, other Texas Tech College Facebook pages, Texas Tech Athletics, Tommy Tuberville Page, Fraternity/Sorority pages, ECT ... Doing those thing will create
visibility and create positive feelings in those who see the support/
Potential Issue: With the Facebook page, the College of Arts & Sciences
will need someone to constantly update the page, upload the pictures, and monitor conversations. Monitoring conversations is a very important aspect of social media. If a disgruntled student starts spamming the page with inappropriate materials,
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then someone must quickly address this issue. If a student comes to the page to post a question, then the student should receive a prompt answer. The college's page on Tech's website has an area to submit questions, but students would undoubtedly use Facebook more for questions to the college than any other medium.
Tactic 2: Twitter is another great social medium for the College of Arts & Sciences to use. Twitter does not offer near the capabilities of Facebook, but offers enough to warrant an Arts & Sciences presency
The college needs to set up a Twitter account and begin following Texas Tech related accounts on Twitter. Once Arts & Sciences begins to follow other relevant accounts, students will begin to notice the college's Twitter handle.
As the follower base will begin to grow, the college will be able to engage with its followers. Every tweet sent out by the college will show up on all its followers' news feeds making for easy and effective message assimilation.
The college can also use Twitter to easily monitor conversations about the college. A simple hash tag search will bring up a live feed of all mentions of the College of Arts & Science. The college can use the feed to locate those who have questions and send those users a direct message from the college. This is a powerful way to build a brand and engage with those who matter to the college.
The college should also follow of those who follow the college. The people of Twitter love being followed . Twitter also allows the college to "tag" people in their tweets. If someone is accepted to the college, or accomplishes something on behalf of the college, then a simple congratulatory tweet with the person's name attached would build an exciting, interesting online presence necessary in today's marketing world . The Twitter account should also be fully integrated with the website and Facebook.
Potential Issue: Twitter carries the same potential issues as Facebook.
Someone must always be posting fresh content, as well as, monitoring conversations. If a Twitter user is trying to reach out to the college and goes unnoticed, then the college is not doing its job. Negative comments need to be quickly found and addressed and inappropriate comments must be deleted immediately
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Tactic 3: Another essential part of a fully intergraded online marketing plan is the website. The college has a good foundation on their existing website, but the website should be updated with the new logo and slogan to keep the uniform message. The site should feature the newly renovated social media sites as well. The three sites will drive traffic to the others and keep a constant message across the platforms. ~.,_...--
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Budget and Timeline
May Begin redesign of face book page, twitter page, and College of Arts &
Sciences website. These will have to be continually updated and monitored by a student intern. This student will be paid $8 an hour for 15 hours each week, approximately $5,760 a year.
june By the first orientation, June 8th through the 10th, have student ambassador
teams selected. Order brochures to hand out at all events; this will cost $500 for 3,000 high gloss tri-fold brochures
july Continue to have student ambassadors attend orientation sessions. Order
5,000 shirts at around $5 per shirt ($25,000).
August Continue to have student ambassadors attend orientation sessions.
Purchase 12 banners at $500 each ($6,000), to hang on each of the buildings of the college. Bring the Science Spectrum to campus to put on demonstrations in the free speech area; this would cost $80. During the demonstrations the student ambassadors will be promoting the College of Arts & Sciences by handing out Tshirts.
September -- December Bring the Science Spectrum to campus to put on demonstrations iit-the free
speech area; this would cost $80. During the demonstrations the student ambassadors will be promoting the College of Arts & Sciences by handing out Tshirts.
january-- May The student ambassadors will travel to local (120 mile radius from
Lubbock) each month during the spring semester. The students will be reimbursed for gas each month which will cost around $200 per month ($1,000).
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~----------------------------------------------------------------- ~
Student Intern Brochures T-Shirts Banners Science Spectrum Gas for Student Ambassadors Miscellaneous Expense Total
Itemized Budget
$5,760 $500
$25,000 $6,000
$400 $1,000
1,340 $40,000
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