Illinois State University Strategic Marketing Plan

Strategic Marketing Management - MKT 338

Professor: Mark Gibson

Team Number: 2

Team Members: Simon Grashoff, Alex Schnepple, Jeremy Bennett, Maria

Boulos, Jessica Bielema

December 2, 2021
I. Executive Summary
Illinois State University is committed to encouraging a small college atmosphere with large

university opportunities. Maintaining academic quality and class sizes are among the successes

this university holds. Currently, 1 in 4 students at ISU are from underrepresented backgrounds.

Bloomington-Normal is ranked as one of the top 40 college towns in America based on its

quality of life (see appendix 1.7). Also, out of 1,200 schools across the country ISU was ranked

22nd for “Best College for the Money”.

Led by Terri Goss Kinzy, Illinois State positions itself on the grounds of Price and Place and

Service. With its low cost, ISU aims to be the best choice for value in Illinois. Located just 2

hours away from the greater Chicago area, the university is within reach of heavily populated

cities. Small class sizes and individualized attention gives Illinois State University the

competitive advantage over other institutions inside and out of Illinois borders.

This strategic marketing plan has a goal of finding out what makes Illinois State University the

number one choice of undergraduate education in Illinois. We analyze the internal and external

environment as well as the customer environment. This document also contains a SWOT

analysis designed to assess Illinois State University. Through research we will analyze what

makes ISU stand out amongst other universities. With this analysis we plan to make

recommendations for the university's admissions office. This strategic plan will provide

actionable insights and develop personas for the office's use. Discoveries from our research that

will help us validate assumptions and the mission/vision statements of Illinois State University.
 II. Table of Contents

I. Executive Summary
II. Table of Contents
III. Situational Analysis
a. Research Methods
b. Internal Environment
c. Customer Environment
i. Nature of Customer
d. External Environment
IV. Swot analysis
a. Swot Matrix
V. Value Proposition
VI. Strategic Focus
a. Strengths-Opportunities
VII. Marketing Goals and Objectives
VIII. Marketing Strategy
A. Primary and Secondary Market
B. Overall branding strategy
C. Product strategy
D. Pricing strategy
E. Integrated Marketing communication
F. Student Video Proposition
IX. Evaluation and Control
X. Measurement
XI. Competitive Advantage
XII. Appendix
XIII. References
III. Situational Analysis
a. Research Methods
With our assumptions made early in our analysis,our group configured a set of survey questions
on Qualtrics, as well as focus group questions. We used these to prove or disprove our
assumptions based on how Illinois State University consumers respond. With incentives (ISU
merchandise/RedBull) we went inside a predominantly freshman Building to collect surveys.
We put three surveys out: Student, Parent, Professor. Each survey has its own individual purpose.
Students are the focused respondents because they will actually be attending higher education.
The parent survey was made because they play a large role in the college destination decision
making process. The professor survey was designed for the purpose of building an employee
value proposition that would eventually find alignment to the customer value proposition. In total
we had 474 respondents.
Secondary research was taken from multiple cites as well as the Illinois State University’s
website.

b. Internal environment:
Illinois State University's internal environment consists of many notable statistics that help
influence prospective students to apply and enroll. It also shows many weaknesses and threats
that will further be evaluated in our SWOT analysis. We analyzed these based on primary and
secondary research. Our secondary research was found on numerous online cites but
predominantly Illinois States University’s website.
● Illinois State’s community is made up of a well-balanced faculty to student ratio, 19:1
○ Illinois State’s classes are relatively small for its size, 38% of ISU’s classes hold
less than 20 people
○ Tailored education- easier for professors to help students understand the topic
when there are less students in the class
○ Personalized feedback- allows for more individualized feedback
○ Classroom culture, easier to develop relationships with peers and professors
○ Enhanced learning, students can work at their own pace and have a better
opportunity to learn more about topics that they are interested in.

● Located in the heart of Illinois crossed between major highways and railways
● Illinois State University offers a wide variety of majors attracting many kinds of students
● There is not a strong culture surrounding athletics at ISU
● High graduation rate and above-average starting salary
● Highly navigable campus, a big school with small school feel
● Illinois States graduates are financially responsible, only 3.9% of ISU graduates default
on their loans
● Credits are easily transferable from community colleges and high schools. Making the
transfer process easy
● RSOs are widely diverse giving students a range of opportunities to get involved outside
the classroom
c. Customer environment:
The customer environment of Illinois State University helps to narrow down the type of
customers that ISU caters to. By seeing these customers we are then able to determine which
demographic is most likely to apply and enroll.

The chart above shows data that relates to which type of highschools submit applications, are
admitted and then enroll. This research was done to see if there was any correlation between the
sizes of schools and those who take interest in Illinois State University. It was recognized after
that private schools fit in the category of opportunity for ISU. This information was received
directly from Illinois State University’s admissions office.

i. Nature of Customer:
○ Community college transfers
○ Transfer students from other universities
○ Visiting students
○ Returning/Graduate students
● What do customers do with Illinois States University’s services?
○ Customers attain educational goals and networking through various
courses and RSOs offered by the university. Customers also may live
on-campus where they are provided food and living necessities. Various
departments help guide students toward professional careers.
● When do customers select Illinois States University’s services?
○ High school students begin evaluating colleges as early as Sophomore
year, while transfer students are more likely to consider furthering their
education within a year of their 2-year degree. Choices are finalized
within the university’s deadlines depending on the semester the applicant
is looking to start in.
● Where and how do customers select Illinois States University’s services?
○ College fairs at high schools
○ On the ISU website
○ Washington Monthly and US News college rankings
○ Word-of-mouth
○ Open house events
○ Daily campus visits
○ Common Application
 ○ Direct mail recruiting of high school students
○ Email
○ Texting
○ Social Media
○ Enrollment process
● Why do potential customers purchase/not purchase Illinois States University’s
services?
○ Customers purchase our services because they find Illinois State to be the
best fit for their higher educational career.
○ Customers decided to attend Illinois State University based on location,
major of choice.
○ Customers do not purchase our services because they are attending another
university or do not plan on attending college at all.
○ With an increased sensitivity to price, customers feel Illinois State is more
affordable than competitors
● Who are our current/potential customers?
○ Current students are from the greater chicago area and bordering states
○ Highschool graduates

d. External environment:
The external environment shows the roadblock that the university faces when they look to
increase application and enrollment numbers. The information below states how funding and
outside competition has been a large factor to this issue. All information was taken from
secondary research to understand the climate in which the university sits.
● ISU’s competition is other nearby universities that students attend over ISU.
○ University of Illinois Urbana-Champaign
○ University of Illinois Chicago
○ DePaul University
● Ranked 104 in best college rankings, some competing schools are more prestigious
● 1 in 2 Illinois students go out of state for college
○ “The average distance traveled by a student to study in a top 200 college is 293
miles.” (see appendix 1.5)
● Competing schools offer popular majors that ISU does not have
● The legislation holds back funding toward Illinois state university compared to other
schools (see appendix 1.4)
○ $2,562 below next lowest (U of I) in terms of operating appropriation per student
(as of Fall 2020)
○ 3rd highest student FTE across Illinois at 11%, yet only receive 6% of appropriate
funding
● The decline in high school graduation rates lead to fewer applicants
● Competing out-of-state schools have developed ways for out-of-state students to attend
their school at the same rate as their in-state students.
● Public colleges and universities, including state colleges, operate under the supervision of
state governments and are funded largely by taxes and subsidies from the government.
IV. Swot Analysis

OBJECTIVE: To be #1 choice in IL for an exceptional undergraduate experience

a. Swot Matrix

STRENGTHS WEAKNESSES

- Social fit · Lacking applicants/total enrolled students

- RSO/clubs appealing to many of diversity
lifestyles
- More than 400 registered student · Athletics dismissed since not Big 10 when
organizations considering ISU
- Ideal location for easy travel across IL
- Good size school, faculty/student ratio ● Long application process, turns students
- Test optional admissions process away when they want to be done with
- Acceptance of Common app the college application process
- Affordable ● Lacking prestige of some competitor
- Positive Outcomes schools
- Grad rate 70% or higher ● Rural area with less entertainment
- Average salary after attending options
$47,000, $12,000 better than ● Lack of accommodation for disabled
national average students
- ISU ranks among top 10% of all public
schools in three categories:
- graduation rate- ISU’s is better
than 90 percent of public schools
over the last 10 years.
- retention rate
- loan default rate- only 3.9% of
ISU graduates default on their
loans
- Bordering state in-state tuition
- Credits are easily transferable
OPPORTUNITIES
- Specific focus on EDI initiatives. Bring
student from all backgrounds together to
make a more diverse community
- Increased focus on mental health
awareness that aligns with students
success
- Develop online programs further (not
only emergency use)
- Focus toward technology (computer
science, esports)
- Acceptance of Common application
essay
- Highschools 2-3 Hours from ISU
- Private School Students
- Homeschooled Students
THREATS
· Other highly rated schools in IL (DePaul,
UIC, NIU)
- competing schools have better
reputations/more prestigious
· Decline in-state funding/legislation
problems
· Student outmigration, a
about 1 in 2 IL students go out of state
- Fewer high school graduates, continues
to decline
- Delayed return to normalcy due to
COVID
- Not as many recruitment opportunities
currently due to covid
- A significant drop in black students
enrolling in college in IL
- 2% drop in enrollment this fall from last
year
- Losing students to online programs at
community colleges
V. Value Proposition

This Value proposition was generated through our primary data which was verified through focus
groups and secondary research. It aims to highlight that Illinois State University’s students
decide to study there for 2 main reasons. It is easily accessible from various freeways and public
transportation. (see appendix 1.6) Also, students feel that they receive individualized attention
during their time here.

Value Proposition:
Your University.
Accessible.
Your Dream.
Individualized.
Here at Illinois State University, we offer a vast array of majors with interactive class sizes that
offer students the ability to express their individuality. With many opportunities to make
connections in the heart of Illinois, our students have the resources and tools to continue their
success beyond their educational career.

VI. Strategic Focus

a. Strengths-Opportunities

For this project we will be using the strengths and opportunities that Illinois State University has
to develop a strategic marketing plan. We will focus on 3 main groups that were found from our
survey data. Verified through focus groups we found that people chose ISU based on the
individualized feel, location, and size of the school. We will be looking to our primary and
secondary markets to make promotional content which will touch on each of these main groups.
The individualized feel that Illinois State University has is generated through Professor/Student
relationships and class sizes. The location factor was reiterated throughout survey students who
believed it was just the right distance from home. ISU is transportation friendly and easily
accessible. Finally we will focus on how the size of the school was a driving factor. Through
different promotional strategies we will further identify the importances of small class sizes and
“Big School, Small School Feel”. Another notable strength shown in our survey data is the
“Feeling of being a Redbird” (see appendix 1.3) ​“Seventy-seven percent of Gen Z’ers say that
price is secondary compared to the experience they receive,” said Cyphers. “This is why they’re
willing to pay for $4 Starbucks instead of grabbing a 99-cent coffee at a gas station. Gen Z wants
a brand to represent them and be part of their story.”

VII. Marketing Goals and Objectives:

Below are the marketing goals and objectives that were generated through the client and inside
our group. These goals and objectives act as a framework to what we are trying to accomplish
through our research and recommendations shown in the following pages.
 ● Position Illinois State University as the premier undergraduate college experience in
Illinois.
● Maintain enrollment around 20,000-21,000 at Illinois State University.
● Increase the academic profile of the university. This can be done by increasing the total
number of graduating students, and those who go on to find a career in their major.
● Increase diversity on campus in a variety of different ways (RSO’s, events, overall
diversity of students and faculty).
● Emphasize the benefits of having a lower student-faculty ratio to encourage prospective
students to choose Illinois State. (see appendix 1.1)

VIII. Marketing Strategy:

A. Primary and secondary target market

● Incoming students (Juniors and Seniors) within a 3 hour radius of Illinois State
● Transfer students at community colleges and smaller schools within the state
● Private School/Small High Schools

B. Overall Branding strategy:

● ISU is a small enough school to maintain a personalized feel to the classes with
roughly 38% of all classes being less than 20 students.
● Data from professors and students shows that both feel a strong teacher-to-student
relationship.Large enough school with a good reputation, plus possibilities for
connections through faculty.

C. Product strategy:

● Smaller class sizes make it easier to focus and succeed and provide the
opportunity for individualized attention and relationships with professors.
● Many student-led organizations and activities for students to participate in for
leadership, networking, educational, and entertainment opportunities

D. Pricing strategy:

● Affordable 4-year undergraduate experience

● Millions of dollars in scholarships available to students through the university
(Redbird Scholarship, Transfer Scholarship, etc.)

E. Integrated Marketing Communication:

● Youtube videos (day in the life); idea of a “brand ambassador” (student)

promoting ISU and its culture
 ● Spreading brand awareness and influence among other social media platforms
(TikTok, Instagram, etc.)
● Increased presence at college fairs and in IL high schools

F. Student Video Proposition

- ISU Campus tour, essentially our tours that we already have just made virtually and
uploaded to youtube
- Ex. explaining the history of the campus, funny stories, really showing the culture
of ISU
- (helps explain what we mean by “big school, small school feel”)
- Showing not only the campus but also can include housing to help students living
on campus
- Example Video: IU Bloomington Campus Tour
- This video provides potential IU students to feel like they are on campus
with the tour guide. Throughout the video she provides lots of different
fun facts, history, and humor to allow the student to feel more connected
to the university
- “Day in the life”
- Use a student as an ambassador (room for a new internship or student job) that
takes students through their day as an ISU student
- Ex. Gameday, Homecoming, Finals week, Study dates, Everyday schedules,
workout at the rec, eating in the dining halls
- Example Video: Life of a Kelley Business Student | IU VLOG🎥
- With the use of this video, IU can let incoming freshmen get a glimpse of
their everyday life.

IX. Evaluation and Control:

● Mail:
○ Information sent out every 3 months, 1 year before students are able to apply
● Social Media
○ Youtube- 2 videos a month
○ Instagram- 1-2 post a week
○ Tiktok- 1-2 post a week
○ Facebook- 1-2 posts per week
○ Twitter- daily events postings
● Emails
○ Application updates and important dates
○ Relevant information sent weekly
X. Measurement:

● People who are inquiring about ISU

● The amount of people who apply; where from? (Website, Common App, etc.)
● The amount of students who enroll
● Engagement in social media (views, likes, other interactions)

XI. Competitive Advantages:

● Size
○ “Big school, Small School Feel”
○ Medium Size School
■ Data collected from all three surveys and focus groups exemplifies
that this is a contributing factor to their school decision. (see
appendix 1.2)
● Location
○ Accessible
○ Transportation Friendly
○ “Perfect Distance from home”
● Individualized Focus
○ Student to teacher ratio
○ Professor/Student relationships
○ Interactive class sizes
XII. Appendix

1.1

1.2
1.3

1.4
1.5

1.6
1.7
XIII. References

When students enroll in college, geography matters more than policy makers think. (n.d.).
Retrieved December 5, 2021, from
https://www.insidehighered.com/news/2016/02/03/when-students-enroll-college-geography
-matters-more-policy-makers-think.

Chenoweth, H. (n.d.). How today's students decide where to go to college. Higher Ed

Facilities Forum. Retrieved December 5, 2021, from
https://info.higheredfacilitiesforum.com/blog/how-todays-students-decide-where-to-go-to-c
ollege.

Tritsch, E. (2021, July 30). Why it's beneficial to have a low teacher-student ratio. Fairborn
Digital Academy. Retrieved December 5, 2021, from
https://fairborndigital.us/2021/08/12/why-its-beneficial-to-have-a-low-teacher-student-ratio
/.

Spallino, D. J. (n.d.). Does class size impact student achievement? Method Schools.
Retrieved December 5, 2021, from
https://www.methodschools.org/blog/does-class-size-impact-student-achievement.

Admissions. Admissions | Illinois State. (2021, November 2). Retrieved December 5, 2021,
from https://illinoisstate.edu/admissions/.

50 best small college towns in America. College Values Online. (2021, November 17).
Retrieved December 5, 2021, from
http://collegevaluesonline.com/features/best-small-college-towns-in-america/.
Assumptions:
Illinois State University is surrounded by rural towns. Most students here are from
suburban towns who are not familiar with metropolitan areas.
● Describe your hometown: ie. Urban, Rural, Suburbs?
● Do you prefer a smaller town feel compared to a big city?

Students were pressured to come here based on family ties, major, or financial reasons.
● Were any of your relatives ISU alumni?
● Were your parents involved in your decision to come to Illinois state?
● Were you pressured by your parents to come to ISU?
● Did you come to ISU because of the major you wanted to study?
○ A reason students come to Illinois State University is because of its reputable
majors especially Nursing, Business, and Education.
○ Did you come to ISU to study Nursing?
○ Did you come to ISU to study Business?
○ Did you come to ISU to study Education?
● Money was a driving factor for why you chose to come to ISU?
● Did you come to Illinois state based on the scholarship you were given?
● If so, how important was this for your decision?

Illinois State University is frequently chosen because it sits in the heart of the state. Major
interstates, railways, means of transportation run right to and from campus. This makes
the school easy to access from any part of the state, unlike many competitors.
● Was the accessibility of ISU a factor in your decision?
● Do you, or did you at one point, rely solely on public transportation to get to and from
ISU?
● If so, what form of transportation?

Illinois State University is attended by many former community college students.

● Are you a transfer student?
○ If yes, did you come here from community college?
● Were you originally planning on coming to ISU prior to your community college
studies?

Illinois State University offers quality higher education at a cheaper price (top public uni.
In IL), relieving students and parents of stress surrounding tuition costs.
● How much weight did tuition cost have on your decision to attend ISU?

Many students that go to ISU are on athletic scholarships. Their decision was solely based
on having college paid for.
● Are you a student-athlete?
● Were you offered a higher scholarship to attend ISU versus competing schools?
○ If you are not a student-athlete:
○ Do athletics matter to you?
○ Does it bother you that ISU’s athletics aren’t inclusive to students?
○ Does not having well-recognized athletics make you feel less like a Redbird?
People choose Illinois State because the campus is easily navigable, a big school with a
small school feel.
● During the application process did you take a campus tour?
○ If yes, did the tour help in furthering your application?
○ Did the tour help ISU stand out against competitors?
● Describe what ISU means to you in a few words.

People come to Illinois State University because it was their second choice to the University
of Illinois, Northwestern, UIC, University of Chicago.
● Was Illinois State your first choice for college? If not, how many other schools did you
apply to?
● What other schools did you apply to?

Students choose to come to ISU because it is easier to get into and they know they will be
more successful.
● Do you consider ISU an easy college to get into?
● Did the acceptance rate at ISU have any weight on your decision to come here?

Students join ISU based on the school’s connection with large companies, (State Farm,
Country Financial)
● Did the connections ISU has have any impact on your decision to come here

Illinois State prides itself on being a diverse campus, offering many different organizations
that promote diversity and inclusion. This gives students a sense of safety and inclusion in
ISU and its values.

● Do you feel included in, or feel like a part of ISU?

● Are you involved in any of the diversity/inclusion programs or clubs here?
● Do you feel like a “Redbird”?
Students that transfer to ISU decides to come based on their friends being here.
● Did friends have any impact on your decision to come to ISU?

Endless amounts of organizations available for students that align with their personality
and values. For example, Greek life, professional/service RSOs, major-focused clubs,
religious organizations.
● When applying to ISU, were the hundreds of student organizations a considering factor?
● If so, what specifically enticed you to come here?

Survey Questions:
Student survey questions:
1. How would you describe your gender?
2. What is your ethnic background?
3. Are you an Illinois resident?
 4. How would you describe your hometown?
5. How far is your hometown from ISU?
6. Are you a first generation college student?
7. What is the highest level of education your parents obtained?
8. When considering schools to attend, what size school did you prefer?
9. Was Illinois State University your first choice for college?
10. If no to the above question, please list the other schools you applied for.
11. How would you rate the application process of ISU?
12. Did you transfer to Illinois State?
13. What year are you currently at Illinois State?
14. What is your current major?
15. Please check the factors you considered when applying to Illinois State.
16. In your opinion, what could ISU change about their application process?
17. Are you involved in any of the following? Check all that apply.
18. Are any of your friends from high school currently enrolled at Illinois State University
19. Now that you are at Illinois State University, do you feel like a Redbird?
20. Are you involved in any Diversity & Inclusion programs or clubs at Illinois State
University?
21. Do you, or did you at one point, rely solely on public transportation to get to and from
ISU?
22. How important was it to your parents that you attended Illinois State University?

Parent survey questions:

1. How far do you live from ISU?
2. Please specify your ethnicity
3. What is your marital status?
4. What is your age?
5. What is your household’s annual income level?
6. How many children do you have?
7. What is your relation to your child at ISU?
8. What year in school is your child?
9. Are you an ISU Alum?
10. How involved were you in your child’s decision in choosing Illinois State?
11. How satisfied/dissatisfied are you with ISU? Please briefly explain the main
positive/negative aspects.
12. Do you feel that ISU did a good job of recruiting your student(s)? Why or why not?
13. What was one thing Illinois State could have done to make the enrollment process easier?
Please explain.
14. Rank how important the following factors are to you when looking at schools for your child:
Price, Location, University name, School size, Variety of majors

Professor survey
1. Why did you decide to work for Illinois State University?
2. What do you think sets Illinois State University apart from other institutions in Illinois?
3. What does higher education mean to you as a professor?
4. Do you think Illinois State University prepares students for professional careers? If so, Why?
5. Is there an aspect of Illinois State University that you would change? If so, what would it be?

Student Focus Group Questions:

1. Explain what ISU’s branding of “Big School, Small School feel” means to you? How do you define it?
2. Did ISU’s location and different travel options weigh into your decision in enrolling (interstates,
Amtrak, etc.)
3. Did the total distance of ISU from your hometown affect your decision when considering schools?
4. Why is location a big preference to you?
5. Why did you decide to go away from home?
6. Is a farther drive unappealing to you?
7. Aside from campus, do you feel the Bloomington-Normal area offers a good variety of things to do?
Examples. Could there be more or some you’d like to see?
8. Why was a medium/larger school choice more appealing to you?
9. What turned you off from a small school?
10. Would you be overwhelmed by a large school?
11. Explain your relationship with your teachers?
12. Do you feel like they are easy to contact?
13. Are small class sizes important to you?
14. Compared to a large lecture, do you feel your quality of education is greater in a smaller classroom
setting?
15. What type of content gets you engaged with a certain brand? Humor, informative, etc.?
16. Did you look into the social media of colleges during your decision process? If so, what platforms did
you turn to?
17. After looking through ISU’s social media, what do you think they should do differently to obtain a
larger audience/improve? What are they lacking?