2012-2013 44% of responses were freshman parents 4-year memberships account for 64% of total memberships Newsletter is very popular: 1.74 on the Likert scale Freshman parents rated newsletters the highest out of Sophomore, Junior, Senior Parents Hotels + Discounts also popular (only available via 4-year membership) Target Parents of Freshmen Recommendations from Survey Data Freshmen Seniors 4 year memberships eSignup registration form Provide improved categorization of benefits (dining/travel/entertainment/finance&insurance) Customizable workshops One or two leaders will be assigned to each work- shop to help create post-orientation correspondence Workshop info and leaders’ contact info should be accessible online Comparison table of the 1-year/4-year membership benefits to emphasize the better value of the 4-year membership Strategic Marketing Plan Goals & Intiatives Increase awareness of UTPA with parents of prospective students Maximize the number of freshman parent members Enhance and grow member benefits Develop clear and effective messages for member and campus audiences Overall: Provide information, guidance and resources to all UT Parents Budget $20,000 Tech Development Intern(s) 45% 55% Allocate marketing budget toward efforts resulting in an increase in 4-year memberships 20 hours per week at $10/hr for 50/wks Website Setup Design & Development Hosting for one year $9,000 $11,000 Recommendations from Secondary Research Setup Facebook/Twitter accounts to replace eForum Integrate Website with Facebook through Facebook Apps Leverage Facebook Events Add profile photos of new Facebook ‘Likes’ to each newsletter to share community growth and to encourage lateral communication within the UTPA community