James Madison University

Peak Your Potential

Denver, Colorado

January 2022 – December 2024

James Madison University
MKTG 384: Integrated Marketing Communications Section 1
Canessa Collins

UnLock Advertising Agency

Jessica Selverian, Courtney Keating, Cate Mustain, Meghan Bailey, Rachel

Skowron, Rebecca Gentry
Date of Completion: November 21st, 2019
 Table of Contents
Agency Philosophy -------------------------------------------------------------------------------------------3
Executive Summary ------------------------------------------------------------------------------------------4
Review of Marketing Plan -----------------------------------------------------------------------------------6
Industry Background --------------------------------------------------------------------------------6
Company Snapshot ----------------------------------------------------------------------------------8
Description ------------------------------------------------------------------------------------------10
Competitive Review -------------------------------------------------------------------------------11
Buyer Analysis -------------------------------------------------------------------------------------14
Marketing Goals ---------------------------------------------------------------------------------------------17
Review of Existing/Past Programs ------------------------------------------------------------------------17
IMC Objectives/Strategies ---------------------------------------------------------------------------------18
Creative Recommendations --------------------------------------------------------------------------------19
Media Plan Recommendations-----------------------------------------------------------------------------23
Advertising Recommendations -------------------------------------------------------------------23
Direct Marketing Recommendations ------------------------------------------------------------26
Internet/Interactive Recommendations ----------------------------------------------------------29
Social Media Recommendations -----------------------------------------------------------------33
Public Relations & Publicity Recommendations ----------------------------------------------37
Personal Selling Recommendations -------------------------------------------------------------39
Sales Promotions Recommendations ------------------------------------------------------------41
Media Flow Chart -------------------------------------------------------------------------------------------44
Measurement and Evaluation ------------------------------------------------------------------------------47
Budget Breakdown & Summary --------------------------------------------------------------------------48
Conclusion ---------------------------------------------------------------------------------------------------49
Appendices ---------------------------------------------------------------------------------------------------50
References ----------------------------------------------------------------------------------------------------61

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 Agency Philosophy
UnLock Advertising Agency strives to create integrated marketing communications plans
tailored to the needs of companies, universities, or other business entities. Our mission is to
create valuable plans that companies can use to UnLock the doors to future opportunities. Our
tagline is, “the key to your future.” For James Madison University, UnLock wants to create a
plan based around the culture in Denver, Colorado. Residents of Colorado place an emphasis on
healthy lifestyles and the exploration of new areas.
As a company, UnLock believes that its work should be customized to reflect the specific
needs of each client. UnLock holds itself to a high standard and wants to provide our customers
with the most recent, reliable, and accurate data. When entering a new project, our clients should
feel confident that the work UnLock has done for them is well worth their investment. Our
quality content has proven success time and time again.
Our culture at UnLock Advertising Agency is unique in that our team has a strong
foundation. There is a high level of synergy. Team members know how to work well together as
they have been collaborating for many years. This strong sense of cohesion and organization is
reflected in our work, thus giving clients the most adequate plan.
Clients should use our company, UnLock Advertising Agency, because of our unique and
innovative approach. UnLock is constantly seeking to better ourselves for our clients, doing so
by learning new technologies, researching current market trends, and demonstrating strong
industry knowledge.

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 Executive Summary
Major Target Audiences
 Our primary markets consist of ambitious and driven high school students from Denver,
Colorado that are between the ages of 14 and 18. James Madison is searching for eager
prospective students who want to attend an out-of-state four-year university. In addition,
parents and guardians will be targeted who earn a yearly income of at least $150,000 in
Denver, Colorado.
 Our major secondary target market includes teachers and counselors at both public and
private elementary, middle, and high schools in Denver, Colorado as well as teachers,
counselors, and students at community colleges where students are looking to transfer to
a four-year university from Denver, Colorado.

Time Period of the Plan

 The campaign is subject to run for three years starting on February 1, 2022 until May 31,
2025.
Campaign Objectives

 To have fifteen additional students enrolled at James Madison University by 2024.

 Increase James Madison University’s name recognition in Denver, Colorado.
 Visit at least 25% of high schools in Denver, Colorado by the end of year 2.
 Increase awareness, interest, desire, and action regarding James Madison University.

Campaign Theme and Slogan

Peak Your Potential

Climb your trail, conquer new heights, enjoy the view and be inspired by the future summits that
await, all with the support of JMU behind you.
Denver, Colorado is known for its beautiful outdoor scenery. “Peak Your Potential” aims to tie
in the desirability of James Madison University’s surrounding scenery while striving to
encourage students to reach their full potential on any path they choose, every step of the way.
Our campaign slogan addresses our campaign theme in a more detailed scope by positioning
James Madison University as a university where students can follow the path they choose and
reach their full potential with continuous growth and the unconditional support that JMU offers.
Overall Budget Total
$600,000

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Summary of Promotional Plan
The budget will be allocated to a variety of promotional mediums, including but not limited to
internet, social media, direct marketing, and event sponsorship. Our major target audiences are
constantly using personal devices as a main source of communication, meaning that UnLock will
be able to reach the maximum amount of our target audiences by focusing on blogs, mass emails,
and social media posts. UnLock plans to implement a blog titled “Join My University”, allowing
prospective students to ask questions, read articles, and communicate with current and former
James Madison University students and faculty. UnLock plans to send mass emails and post on a
variety of social media platforms with campaign themed graphics targeted toward prospective
students. Additionally, UnLock plans to work with impactful JMU alumnae including Christina
Tosi to host events with aim to influence prospective students. Hosting event sponsored
promotional programs such as baseball games or pop-up events at prospective schools in our
target area will also increase awareness, interest, desire, and action in aspiring students.
Evaluation Program
This campaign will be measured by data driven tracking with pre and post testing regarding the
ratio of the amount of attendees on scheduled visits, pop-up and campus representative events,
viewers and receivers of promotional advertising and how many additional students are enrolled
at James Madison University throughout the next four years.

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 Review of Marketing Plan
Industry Background
The Colleges & Universities in the US industry encompasses public and private universities and
colleges that offers academic courses and grant baccalaureate or graduate degrees.

 Size:
o The Colleges and Universities in the US industry brought in a total of $478.9
billion in 2018 and is expected to reach $487.4 billion in 2019 with an estimated
2,377 four-year college facilities in the US. (IBISWorld).
o At the very broadest level industry segmentation includes Doctor’s degrees,
Master’s degrees, and bachelor's degrees. Doctor’s degrees account for the
smallest share of industry revenue at 6.3%, followed by master's at 26.7%, and
finally bachelor's degrees are responsible for 67% of the industry revenue.
o The Bachelor’s degree portion of the industry is the section James Madison
University and thus is the primary focus. The Colleges & Universities that offer
bachelor's degrees brought in $326.56 billion dollars, over half of the industry's
total revenue.
 Growth:
o (2014-2019: -0.9%) (2019-2024: 1.4%) The Colleges and Universities industry
revenue has decreased in annually about by 0.9% over the past five years (2014-
2019). However, the industry is expected to see an increase of revenue at an
annualized rate of 1.4% over the upcoming five years (2014-2019).
 Current Trends/Developments Affecting the Promotion Program
o Advancing workplace diversity
o As a result of the decrease in state funding and rise of out-of-state costs top public
universities in the US (starting around 2000) began to change enrollment
strategies in the following ways:
 Use the high paying out of state students to compensate for the loss of
state funding
 Scholarships offered more frequently to out-of-state students. Specifically,
at schools with large alumni bases via capital campaigns.
o In 2016-2017 a total of 332,727 American students studied abroad, this number is
expected to grow a rough rate of 2.3% (Institute of International Education).
 James Madison University has a strong study abroad program that is
already established and could market this strongly to help capture the
market potential from this trend.

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 Macro/Environment Factors and Issues
o Demographic
 Birth rates are expected to decrease thus a decline in the number of
potential students
o Economic
 Competition in the job market is expected to become tougher so demand is
expected to pick up in the next 5 years
 Labor market is expected to shrink over the next several years. The harder
it is to get a job the more people will feel the need to go to college
 State funding for higher education started to decrease beginning in 2000.
Therefore, out-of-state costs began to increase to off-set the decrease in
state funding starting in 2000
 Subsequently James Madison University’s out-of-state costs have
also increased. Before 2005 it was a bargain to out-of-state
students due to the fact it was less costly than some in-state options
however the tuition change has caused a repositioning in the
market.
o Technological
 The rise of online education may draw students away from traditional
universities and campuses
 Nearly ¾ of teens have access to mobile device, this affects the
importance of campus resources and colleges ability to meet the
expectation of rising college students
 With the internet of things on the rise colleges could be less competitive if
they are not prepared with the right resources to keep students up to date
and prepare them with the latest technology
o Political
 Pressure to make college affordable to everyone
o Legal
 The federal government regulates certain parts higher education which
could impact JMU’s strategy and plan
o Social
 Nearly 30 of millennials say meaningful work is a factor of career success,
this could possibly affect their likeliness to attend college
o Cultural
 As the U.S becomes more culturally as a whole, the applicant pool will as
well. Diversity is an element that most college campuses are looking to
grow. If James Madison University creates a more inclusive community,
prospective students will be driven to the campus, not only from different
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 regions of the United States, but also globally. Further, creating an
environment with people who have difference background, experiences,
and ways of thinking can create a progressive campus.
 Perspective, innovative environment diverse in background, experiencing,
and the way they think in general.
o Environmental
 With the growing concern of global warming, students looking to continue
their education will most likely look for universities that consider
environmental issues, leading this to become a more important decision
criterion.

Company Snapshot

 Place in the Industry

o #1 most recommended university in the U.S by The Wall Street Journal and
Times Higher Education
o #5 in the nation for “students who made the right choice” by The Wall Street
Journal and Times Higher Education
o In the top 25 best college value in the US (money magazine)
o As of Fall 2019, James Madison University has 19,883 undergraduate students
and 1,925 graduate students. Its current in-state/out-of-state ratio is 76/24%.
o Undergraduate (2019-20) - Per Year
 Out-of-State tuition: $24,150
 Comprehensive fee: $44,956
 Room and board: $ 10,740
 Total out-of-state: $39,846
 Sales History
o The number of out of state applications has consistently grown from 6510 in
2005, steadily growing in the last five years, showing the success of increased
out-of-state efforts to make JMU more known.
 Fall 2015 – 8859
 Fall 2016 – 8751
 Fall 2017 – 8664
 Fall 2018 – 9456
 Fall 2019 – 9562
o However, even though more students are becoming more aware of JMU and
applying every year, the number enrolled has been decreasing from 1396 in Fall
2005, steadily until 1150 this year. This proves that JMU needs to place added
emphasis on the applicant past just the initial application and increase their
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 scholarships for out-of-state students. There efforts must continue to target them
until the final follow through step of enrollment.
 Fall 2015 – 1316
 Fall 2016 – 1248
 Fall 2017 – 1284
 Fall 2018 – 1240
 Fall 2019 – 1150
o Since 2005, JMU’s out-of-state yield dropped from 28% to 18% over the span of
14 years. In the span of one year (2018-2019) this yield continued to plummet by
4% making the yield 14%
o Revenues for James Madison University:
 2018 Total Operating Revenue: $443,104,447
 Student Tuition/Fees revenue: $218,804,484
o Net of scholarship allowances: $20,805,891
 2017 Total Operating Revenue: $419,667,641
 Student Tuition/Fees revenue: $207,013,768
o Net of scholarship allowances: $19,038,129
 Student Tuition and fees increased by 11.8 million (6%) this is explained
by the tuition increases, 2% rise in headcount, and the mix of in/out of
state student.
 Target Markets
o People in the Denver, Colorado that fall under one of the following criteria:
 Parents (income levels of $150,000 or greater with children)
 High School students who would consider traveling out-of-state for
college
 Middle School Student
 Teachers and staff in the K-12 schools
 Homeschooled families
 Independent Counselors who advise students on the college search process
 Community College students who would consider out-of-state colleges
 Positioning
o James Madison University provides a high-quality education for a reasonable
price and offers unique experiences that students will value beyond their time as
an undergraduate.
 Brand Review
o James Madison University’s goal is to have residents of Denver, Colorado
identify the university as a brand that encompasses growth, exploration, and
support.

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Description

 Market Share, Sales, Growth

o Undergraduate Students: 19,883
 Headcount of Students from Colorado in Fall 2018: (SCHEV)
 Undergraduate = 6 students
 Graduate = 5 students
 Total = 11
 SWOT- Graphic

 Key Benefits
o 96% satisfaction rate, 16:1 student/faculty ratio, strong business, nursing, and
education programs, 98% of classes taught by professors, NCAA Division I, 139-
degree programs, excellent study abroad.
o Students love it (90% freshman retention rate national average is 72%)
 Brand Image
o Currently, James Madison is perceived as a well-rounded university that molds
graduates into ambitious people who are ready to take on the world.
o Strong alumni network who contribute to JMU long after graduating through
donations and networking

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 o A home away from home, a place where everyone is kind and comforting; a
student can always find his or her place
o A large school with a small school feel that offers an array of educational studies
and organizations
o A university that students are proud to recommend to their friends because of all
things JMU has helped them accomplish
 Positioning
o A University that provides students with support and encouragement that allows
them to navigate through any path they choose, and ultimately reach their full
potential
 Perceptual Map

Competitive Review

The Direct Competitors for James Madison University would include University of Colorado at
Boulder and Virginia Tech. The University of Colorado at Boulder is the biggest competitor
taking in state students that could have otherwise come to JMU, and Virginia Tech is the most
similar and biggest competitor in the state of Virginia, that Denver students might choose. For
Indirect Competitors James Madison University would be competing with local Denver
Community Colleges and online schools, that students might enroll in instead of JMU

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 University of Colorado at Boulder
 Target markets - high school students,
evenly with in state and out of state
students with 43% out of state
 Positioning - Boulder likes to position
themselves as selective and well rounded,
offering the best degree to any student
 Budgets - Boulder is a large university so
they can allocate big portions of their
budget to their advertising efforts after
approving a $4.5 billion dollar budget for
next year
 Current advertising, sales promo, PR, and
direct marketing - primary advertising is
done through social media, trying to reach
as wide an audience as possible and public
relations efforts that received 6 awards last
year
 Message strategies - Boulder tries to
promote its academics first, proving the
worth of their education so their messages
would revolve around quality education
and learning
 Media strategies - promote primarily
through Instagram, Twitter, and Snapchat
to high school audience highlighting the
outdoors and scenery
 Overall assessment - with only around half
the students living in state, Boulder needs
to appeal to a wide market outside of
Colorado too through social media and
direct marketing
Community Colleges
 Target markets – high school students or
older who are looking for a cheaper option
or need to stay close to home, sometimes
the “first generation” in the family to go to
college (single parents and the disabled)
 Positioning - Community Colleges need to
position themselves as affordable and
flexible, meaning they will appeal to their
Virginia Tech
 Target markets – Virginia Tech’s target
markets are like JMU with high school
students, mainly in the state of Virginia,
but Virginia Tech has a higher out-of-state
reach than JMU
 Positioning – Virginia Tech wants to
highlight their strengths as a top
competitor in academics and service
 Budgets - Virginia Tech can increase their
advertising funds after the budget was
increased to $1.66 billion for the next year
 Current advertising, sales promo, PR, and
direct marketing - focuses heavily on
social media and access to the younger
crowds of high school students
 Message strategies - promote their
education and strong majors like
engineering, architecture, and business
while projecting a community feeling of
cohesiveness and excellence
 Media strategies - heavy online presence in
various social media such as Instagram and
twitter, promote a lot of sports and athletic
events as well as service to appeal to those
people
 Overall assessment - Virginia Tech has a
strong hold in Virginia, promoting their
community feel and academics, but JMU
can easily compete in Denver.
Online Schools
 Target markets – all ages, many students
will be adults, looking to balance a degree
with their everyday tasks in life or jobs
 Positioning - Online schools want to
inform people that they can get a degree
while juggling life, so they must be
accessible and flexible with schedules and
commitments, and available to all ages
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 market because of the low price and ability
to work around schedules
 Budgets – community colleges are the
affordable option, but recently they are
having to raise tuition because of economic
struggles currently
 Current advertising, sales promo, PR, and
direct marketing – social media and online
marketing that people can see at all ages
and lifestyles, no typical direct marketing
unless people have already reached out and
shown interest, but no big mass
communication advertisements
 Message strategies – Community College
students are generally very busy with daily
life such as jobs, family, etc. so their
message strategies need to show the
benefits and importance of taking the time
to get an education, even while busy
 Media strategies – appeal to people who
want an education and a job at the same
time and prove the worth of an education,
advertise on social media platforms that
people will see in a busy life
 Overall assessment - appeal to a different
market typically then JMU’s target
markets, but is still taking millions of
students into their institutions
 Budgets - online schools rank in the top 10
for paid search advertising and online ads,
one online school spent $27 million in
2016
 Current advertising, sales promo, PR, and
direct marketing - television and radio
advertisements for people on the go who
need to multitask with life at the same
time, advertise on transportation systems
like subway and trains, heavy Facebook
advertising since the target market is older
 Message strategies - market to people with
busy lives on the go and prove to them that
they can multitask, want to have a cohesive
message that people have gotten a degree
before no matter the circumstances, and
new students can too
 Media strategies – be digital friendly, and
extremely accessible, marketing to an
older crowd using email, Facebook and
other media that middle age and older
people use, as well as ads available on
transportation and around businesses
 Overall assessment – reach markets that
four-year universities do not appeal to such
as older people with jobs and families, by
being affordable, and able to balance with
life
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 Buyer Analysis

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 Primary Research
 Take Polls from Denver students about what they look for in a college
 Take polls from Denver students and see how many recognize JMU
 Take polls from current JMU students from the Denver area to see what
they love about JMU
 Take polls from JMU out of state students and learn why they went out of
state to go to JMU

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 Marketing Goals
Marketing Objectives

1. Increase sales volume and revenue by $405,000 or more (15 new students * $27,000 for
tuition) at the end of year 3
2. Increase applications from Denver area by 50 by the end of year 3
3. Increase number of QR codes scanned from advertisements sent to Denver residents by
25% each year
4. Gain at least 15 students from Denver area that pay full out-of-state tuition by the end of
year 3 to bring in the most revenue

Review of Existing/Past Programs

Previous Promotion Programs
In the past, James Madison University relied on mediums such as direct mail to encourage
prospective students to choose their university. Social media was not as prominent in the past, so
it was not used as heavily.
Current Promotion Programs
Currently, James Madison University is using a wide array of mediums to cater to new
technological advances and a changing society. The Unleashed Campaign that JMU crafted
strives to create a prominent impact and improve national recognition. Through this campaign,
JMU made a video of alumni testimonials. This video shows prospective students the beauty that
the university has to offer, and correctly portrays the campus as an encouraging community that
balances intellectual hunger and a passion for action. The Unleashed Campaign has five goals,
which are: renewing civil society, opening doors, advancing understanding, building success,
and realizing the vision. Prospective students might find this campaign to be intriguing, and it
could encourage them to want to become a part of a university that strives to improve society.
Although JMU utilizes mediums such as Instagram, Twitter, Facebook, etc. to promote the
university, as well as this campaign, JMU stays true to their identity and proves to be a university
of good character.

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 IMC Objectives/Strategies
Objectives

 Awareness Objective: Increase James Madison University (JMU) name recognition by

25% amongst the Denver, Colorado area by the end of year three.
 Conviction Objective: Receive at least 100 additional applications from students of the
Denver area by the end of the third year.
 Purchase Objective: Increase action in the Denver, Colorado area so that four additional
students are enrolled at JMU by the end of year three.
Strategies

 Have JMU representatives travel to schools around the Denver area and host information
sessions with students about JMU and discuss JMU with guidance counselors so they will
be more likely to recommend JMU to their students.
 Place emphasis on usage of imagery of the JMU campus. Highlighting the beautiful
campus at JMU.
 Use testimonials to provide positive feedback to prospective students from current
students, faculty, and alumni.
 A diverse group of student's testimonials will be included so that prospective students are
able to see that anyone is able to find a place at JMU. Graduating seniors will reminisce
on their favorite memories at JMU including major events and programs such as College
Game Day or study abroad experiences, and transition into where JMU has led them to.
 Testimonials from alumni from five or more years ago will show where they are now and
how JMU has helped them get there, as well as both professional and personal
connections they had the opportunity to make at JMU. This allows alumni to prove that
JMU is not only four years, it is a lifetime.

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Creative Recommendations

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 Media Plan & Recommendations
Advertising Recommendations
Objectives

 Increase awareness of James Madison by print, radio, ad TV by 25%

o Reach 25% of high school students in the Denver area through print
advertisement that will be distributed on Wednesday’s 2x a month.
o Reach 25% of high school students in the Denver area through radio
advertisements that will be played every morning during prime time (6-9PM)
Monday-Friday.
o Reach 25% of high school students in the Denver area through TV advertisements
that will be played every evening during prime time (8-11PM) 2x a day
Budget

Strategies

 TV and radio advertisements will be played on the most highly watched and listened to
channels/stations to reach the most amount of people
o Radio advertisements will be played during prime morning drive time to reach
prospective students on their way to school and parents/guardians on their way to
work. Radio stations like KPTT & KXKL play top hits, which is what prospective
students are most likely to listen to. KOSI and KOA are more targeted to parents
and guardians where news and classic rock music is played.
o The radio advertisement will be based around the story of a girl who trucked
across the country from Colorado to James Madison and will discuss her
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 hesitations, fears, and overall experience at James Madison. The advertisement is
this way because the target audience should be able to envision and relate to the
message.
o The TV advertisement with encapsulate the full JMU experience by showing
students in the classroom, partaking in extra curriculars, and engaging with the
Harrisonburg community.
 Print advertisements will take place in Freeskier magazine. This magazine is centered on
free skiing, backcountry, big-mountains, and more. The goal is to target adventurous,
outdoor-loving, risk-taking individuals, which this magazine does. Newspapers
advertisements will be in The Denver Post as it is the most highly read paper.
o Both the magazine and newspaper articles will be created in a way that
emphasizes the mountains and the outdoors in the Harrisonburg area.
Rationale

 Radio advertisements tend to be cheaper; therefore, there is less money allocated to radio
advertisements in the budget. TV advertisements can be the most expensive form of
advertising, but often reaches the largest amount of people. For this reason, 40% of the
budget will be allocated to TV advertising. Print advertising can be costly, but readership
is high. For this reason, 40% of the budget will also be allocated to print advertising.
 The goal is to reach prospective students through magazine advertisements, radio
advertisements, and TV advertisements. Students often listen to the radio on morning
drives to school and spend his or her free time reading magazines for enjoyment.
Furthermore, students are more likely to watch TV before he or she goes to sleep, which
is why airing TV commercials during prime time is necessary.
 The goal is to reach parents and guardians through newspaper advertisements, TV
advertisements, and radio advertisements. The older generation still tends to read the
weekly newspaper, so delegating a portion of the newspaper for print advertisements
would be beneficial. Parents often listen to the radio on his or her way to work in the
morning and are more likely to hear advertisements. Finally, parents and guardians tend
to watch the news after work and before he or she goes to bed. This being said, it is
important to advertise during prime television time.

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Deliverables
Magazine Advertisement

TV Commercial

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 Radio Script

Direct Marketing Recommendations

Objective

Gain 15 additional male or female applicants from the Denver, Colorado as a result of the three-
year campaign through direct marketing materials such as the spirit box, social media posts, or
mailers.

Strategies

 Deliver Denver Colorado prospective students a spirit box (when visiting the campus)
which, when opened, plays the James Madison University fight song and holds a purple
or gold streamer. The goal of this direct marketing method it to make the prospective
student feel important and welcomed in the culture of James Madison.
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  Being that social media is a common platform for high-school students to engage with,
James Madison will post graphics weekly encouraging students to apply to JMU. The
goal of this direct marketing method is to get prospective students to seek additional
information on the school.
 Mailers will be sent to prospective students' home so that he or she understands the
various opportunities that students have while at school. The purpose in sending mailers
is to educate prospective students and their families.

Budget

Rationale

 The most expensive direct marketing technique will be the spirit box, which is why the
most amount of money is allocated to it. The reason this Spirit Box will be implemented
is because it differentiates James Madison University from other schools. It puts the
experience in a box and give the prospective students and families a taste of the spirit.
 The least expensive direct marketing technique will be the social media posts. Social
media is a free platform; this being said, the only costs associated with this form of direct
marketing is paying people to make the graphics/videos and post them.
 Direct mail is the last technique that will be used for direct marketing. It does cost money
to print and send mail, but it goes directly into the prospective student and family's
mailbox. If the prospective family or student cannot come to campus for a visit, James
Madison wants to ensure the facts and statistics are still presented and well-known.

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Deliverables

Email

Mail Brochure

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 Spirit Box

Interactive/Internet Recommendations
Objectives

 Increase awareness of JMU in Denver, Colorado by at least 10% solely through internet
and interactive media over the course of the three-year campaign.
 Increase buzz and number of website visits by 10% through usage of interactive and
internet media in Denver, Colorado over the course of three years.
 Increase interest of James Madison University by at least 5% through the usage of a
student, faculty, and alumni driven blog titled “Join My University” (JMU).

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Strategies

 Use banner ads on frequently visited websites and social media platforms using imagery
of mountains and scenery at JMU, tying in the campaign theme, and showing students the
chance to reach full potential.
 Implement interactive and video ads of the surrounding JMU campus on popular websites
and social media platforms before the user is able to watch a video or visit a specific
page, increasing buzz and awareness.
 Send mass emails to students with interactive links with a focus of our campaign theme
that incentivize applying and scheduling visits to JMU will increase desire, action, and
website visits. Links to our blog will also be included.
 Update the blog weekly with article posts including, but not limited to, “Life as an
Alumnae”, “Favorite Spots to Study”, and “A Day in the Life of a JMU Student”. This
will be a tool for prospective students to learn more about the university, and ultimately
attract our target audiences to scheduling a visit or taking the next step.
Budget

Rationale
 The largest portion of the budget will be allocated to our blog, titled “Join My
University”. The blog is a great way for prospective students to hear about JMU through
student perspectives by the touch of a button. By ensuring a weekly update, it keeps JMU
fresh in the minds of our target audiences.
 The second largest amount of the budget will be allocated towards sending mass emails
and offering student incentives, such as a free meal voucher, coupons to the bookstore, or
a free t-shirt, if they apply or schedule a visit to JMU through the email. Incentivizing

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 students through interactive emails, increases the number of website visits JMU has, and
interest in reading the email which ultimately leads to interest in JMU.
 Social media is a major part of the lives of the target audiences. Including each
interactive, banner, and video ads on frequently used social media platforms including,
but not limited to, Facebook, Instagram, and YouTube will continuously reach a high
percentage of the target market.
 The lowest budget will be used towards miscellaneous websites. Depending on users'
recent searches and geographical locations, sponsored ads would be beneficial on
miscellaneous sites that are frequently visited by our target audience. However, this type
of advertising can often get lost in the clutter of other banner and website advertisements.
Deliverables
Blog Posts

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32
 Banner Ad

Social Media Recommendations

Objectives

 Increase engagement and interaction in the primary and secondary target markets towards
JMU in the Denver, Colorado area by at least 15% during the three year campaign
through posting interesting and engaging content on various social media platforms
including but not limited to Snapchat, Facebook, Instagram, and YouTube within the
three year campaign.

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Strategies

 Paid
o Snapchat- personalized campaign filters for promotional events and verified
celebrities with a connection to JMU, such as Old Dominion, promote JMU
through stories.
o Twitter- verified celebrities promote JMU on twitter page by posts, comments,
and hashtag usage.
o Instagram- sponsored ads on target markets news feed and have verified
celebrities promote JMU through posts, comments, and stories centered around
the campaign theme.
o Pinterest-personalized posts and articles promoting JMU and Peak Your Potential.
Will also have sponsored ads on target markets news feed.
o Facebook- sponsored campaign ads promoting JMU to the target market.
o YouTube- ads on videos related to colleges, the outdoor scenery surrounding
JMU, and other videos that frequently attract the target market.

 Unpaid
o Snapchat- create an account for JMU that will post videos for followers at both
large and exciting JMU events and promotional campaign events.
o Twitter- use viral hashtags in posts that JMU sends out such as
#PeakYourPotential and #ClimbYourTrail.
o Instagram- post pictures and stories of the JMU campus, surrounding campus,
encouraging prospective students to visit, large and exciting events on campus,
and influential student and alumni on the JMU campus or promotional and
sponsored events.
o Facebook- use Facebook Live during promotional, sponsored and JMU events,
post about awards and recognitions that JMU receives, and use pictures that
capture the beauty of the campus regularly.
o LinkedIn- reach out to prospective students, counselors, and parents in our target
area to encourage visitation. This will automatically increase awareness and is
likely to increase interest as well.
o YouTube- update regularly with videos that JMU already has made and include
additional videos such as “campus tours” and student testimonials centered
around the campaign theme.

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Budget

Rationale:

 Further percentage of the budget will be allocated to mobile social media than computer
social media. In 2019, the number of smartphone users surpassed the number of laptop
and desktop users for the first time. The number of users who will only access the
internet through a mobile device is projected to grow by almost 11% in the next year
while social media users on laptops and desktops are projected to decrease by 1.7 million.
 Most of the social media budget will be allocated towards snapchat because from ages
12-24, snapchat is the most used social media platform. It is checked frequently on a
daily basis by this age group and will be a constant reminder of JMU.
 Facebook and Instagram will also be granted a substantial amount of the budget because
on average, 71% of adults use Facebook and 51% of teens aged 12-17 as well. Through
Facebook, UnLock is able to reach a high percentage of all of our target audiences.
Instagram is the second most used social media platform, with an extremely balanced
usage rate between males and females. Over 500 billion people use Instagram stories
each day, making them a quick and easy way to target the majority of our audiences.
Instagram is also growing quickly, as it is the second most downloaded free app,
continuously attracting new users.
 Our plan is to target families with a household income of over $150,000. Pinterest is
twice as likely to attract high-income, educated US households so utilizing this platform
will assure that UnLock is targeting the correct markets and avoiding waste coverage.

35
  Twitter is another popular form of social media and is a simple way to communicate
directly with prospective students. However, it is proven that Twitter ads with videos are
50% cheaper in cost-per-engagement and tweets with hashtags are said to receive 100%
more engagement. Hashtags are free, and ads on twitter are significantly cheaper than
other media platforms so the budget allocated towards Twitter will be directed to
influential people and a light number of ads, so it will not be given as high of a budget.
 YouTube is another great resource to utilize pre-rolls, as users must watch before viewing
the content that they are seeking. However, only 15.8% of YouTube’s users are from the
United States and our goal is to use platforms that will reach the majority of our target
audience.

Deliverables
Instagram

LinkedIn

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 Public Relations and Publicity Recommendations
Objectives

 Increase positive relations with target audiences in Denver, Colorado by at least 15%
through various platforms that ultimately will prove JMU to be a highly credible, well-
rounded institution.
 Increase the positive reputation of JMU as a community driven school by 10%.
 Use 4 additional influential spokespeople to spread positive word about JMU and
increase desire by 10% through various platforms including social media and
promotional events throughout the three-year plan.
 Increase awareness of JMU recognitions and awards in the Denver, Colorado area by
10% over the course of the three-year campaign.
Strategies

 Visit high schools and community colleges in Denver, Colorado with reputable
spokespeople such as campus representatives, President Alger, and qualified and
impactful students. Spokespeople will present based on the campaign theme and reaching
potential at every stage in the JMU family.
 Offer to have superior prospective students from Denver, Colorado visit JMU and
accommodating them for the weekend with a place to stay, tours on campus, tours of the
surrounding area (following the campaign theme), and most meals.
 Have impactful alumnae such as Christina Tosi, the creator of Milk Bar, promote JMU
through social media posts and comments as well as visitations to JMU and various
promotional events.
 Reach out to celebrities that attended JMU including members of the band “Old
Dominion” mentioning JMU on social media, or during concerts near Denver, Colorado.
 JMU does a lot of giving back through different organizations and classes. UnLock will
post an in-depth monthly story about various groups helping the community on our blog
called “Dukes Give Back” to create a positive, community-driven image for JMU.
 Create weekly press releases about new awards and recognitions that JMU receives and
attach them in mass emails and link posts on social media to increase awareness.

37
Budget

Rationale

 A lot of the budget will be allocated towards social media because it is increasingly
popular and is an efficient way to communicate with our target audiences and prove JMU
to be a credible university.
 A lot of the budget will also be used towards promotional and sponsored events.
Influential people attending promotional and sponsored events will increase desire to
attend events, and ultimately to visit and attend JMU.
 Press releases will receive some budget because it is important to provide our target
audience with organized information on at least a monthly basis, however, UnLock does
not think this will reach our objectives as efficiently as other media vehicles.

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Deliveries

Press Release

Personal Selling Recommendations

Objectives

 Have three additional JMU promotional or sponsored events in order to increase

awareness by at least 25%, interest by 20%, desire by 10%, and action by 5% in the
Denver, Colorado area throughout the three-year campaign.
39
Strategies
 Have reputable campus representatives attend high schools and community colleges in
our target area to promote JMU through testimonials, imagery, emphasizing competitive
advantages and awards and recognitions.
 Have influential alumni of JMU, such as Christina Tosi, attend high schools and
community colleges in our target area to promote the campaign through sharing success
stories.
 When attending high schools and community colleges, promote applications through
incentivizing prospective students by options such as waving the application fee or
posting pictures of students that decide to commit at the event.
 Offer free merchandise including, but not limited to, items such as stickers and magnets.
Also offer larger merchandise items to students who attend JMU on scheduled visits with
items such as a free t-shirt presenting our campaign theme.
 On JMU visits, hold question and answer sessions with current students so that students
can ask questions and be informed about topics that interest them.
 When a representative visits a school, have students sign in on a paper to begin receiving
mass emails to increase continuous reminders in students in our target area.
Budget

40
Rationale

 Most of the budget will be allocated to paying for influential alumni and campus
representatives visit schools in the target area. Having presentations at schools during and
after the school day will automatically increase awareness and interest at JMU in our
selected target area. This is the easiest, and most interactive way for students in Denver,
Colorado specifically to be informed and ask questions in person.
 Part of the budget will be allocated to handing out merchandise and waving application
fees for students who decide to start their application during a campus representative visit
or ask questions about JMU directly to the campus representative, alumni, or student on a
campus visit. This encourages immediate action and encourages students to ask
questions, ultimately sparking interest in JMU.
 A smaller part of the budget will be allocated towards informational packets and
brochures. This will allow students to have something to take away and refer to when
deciding to apply to schools.
Sales Promotions Recommendations
Objective

 Increase number student applying to JMU by 30 each year as a result of sales promotions
such as, but not limited to, $20,000 scholarship for one student, application fee waiver,
free lunch for students who visit campus, and help with travel and transportation costs up
to 50%.

Strategies

 If James Madison anticipates about 100 prospective students to apply to JMU, waiving
the application fee is a minimal cost. This encourages people to apply since it is free.
 Give one student a $5,000 scholarship year to help pay for tuition. While this cost is more
substantial, students will still be paying a higher tuition rate coming from out of state.
 Allow students to eat at D-Hall or E-Hall all you can eat dining facilities, this cost is
minimal, yet students will be able to experience the divine and tasteful food.
 Students who travel from Denver, Colorado are likely flying and need a method of
transportation to campus and a place to stay. James Madison could alleviate some of that
financial pressure by having set transportation to pick prospective students and their
families up or give them a free weekend stay at Hotel Madison.

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Budget

Rationale

 The most amount of the budget will be spent towards alleviating travel expenses.
Traveling can be costly and if James Madison University is able to cover some of that
cost, prospective students and families are more likely to take the trip out
 Scholarships will be the next highest cost. Granting student scholarships allows them to
come to the university for cheaper, thus students and families will have to take out less in
loans. This creates less stress financially for prospective students and families
 Application fee waiver is a more nominal cost. If student have the opportunity to apply to
the college for free, he or she is more likely to do it – there is no true loss for the
individual.
 The free meal is a very nominal cost and allows the prospective students and families to
dine at James Madison facilities. Considering JMU is nationally ranked for food, it is
important that people visiting try it.

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Executions/Deliverables

Application Waiver

Meal Voucher

43
Media Flow Chart

44
45
Important dates
Nov 1: early action deadline
Mid-January: Admissions Decisions
January 15: Regular Decision Deadline
Mid-Late March: Admissions Decisions
May 1: Tuition Deposit
November 2024 - presidential elections will likely cause an increase in newspaper readerships
the months preceding the election.
46
 Measurement and Evaluation
UnLock Spending Plan
 Budget is 200,000 each year (600,000 total)
o Advertising 15%
o Sales Promotion 10%
o Direct Marketing 10%
o Internet/Interactive 15%
o Social Media 20%
o Public Relations 10%
o Personal Selling 20%

 Measuring effectiveness
o Measure how many students from the Denver area are enrolling at JMU.
o Measure amount of Denver students coming for tours.
o Measure amount of Denver students clicking on our website.
o Measure amount of Denver students following and engaging on our social media
sites.
o Distribute polls in Denver to see how many students are aware of JMU.

47
 Budget Breakdown and Summary

In year one, James Madison University will allocate 50% of its total budget to increase
brand awareness. Primarily, James Madison will use social media, direct marketing, and
advertising. By enhancing name recognition, word-of-mouth marketing will grow. Further,
increasing brand awareness will drive people to the James Madison University website, social
media pages, and more, to learn about the campus and its programs.
In year two, James Madison University will allocate 25% of its total budget to grow
relationships through personal selling and public relations. By having exciting, innovative, and
engaging promotional and sponsored events, prospective student and family will positively
identify James Madison University.
In year three, James Madison University will allocate 25% of its total budget and focus
on all aspects of media recommendations to drive students to apply and enroll.

48
 Conclusion
The 2022 Integrated Marketing Communications Plan created by UnLock for James
Madison University (JMU) seeks to recruit motivated and ambitious students from the Denver,
Colorado area to enroll at JMU. Our campaign theme is “Peak Your Potential” encouraging
students to climb their trail, conquer new heights, enjoy the view and be inspired by the future
summits that await, all with the support of JMU behind them. JMU offers students from Denver a
new adventure, a unique college experience of a big school with a small school feeling, and endless
opportunities for education and activities. Through creating clear objectives, strategies, and a
defined budget, UnLock aims to increase JMU’s name recognition by 25% amongst the Denver,
Colorado area, receive at least 100 additional applications from students of the Denver area, and
increase action in the Denver, Colorado area so that four additional students are enrolled at JMU
all by the end of year three. The campaign focuses on Interactive media, direct marketing, social
media, public relations, personal selling, and sales promotions. UnLock has also instructed for
JMU representatives to travel to high schools around the Denver area to host information sessions
for students as well as discuss JMU with guidance counselors to encourage them to recommend
JMU to their students. To measure and evaluate the success of the campaign UnLock will measure
how many students from the Denver area are enrolled at JMU, measure amount of Denver students
coming for tours, measure amount of Denver students clicking on our website, measure amount of
Denver students following and engaging on our social media sites, and distribute polls in Denver
to see how many students are aware of JMU.

49
 Appendices
Other Possible Deliverables

 Advertising
o Television

50
51
o Radio Scripts

52
53
o Print Advertisements

54
55
 Direct Marketing

56
57
 Internet/Interactive

 Social Media

58
59
 Sales Promotion

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