MESSIAH COLLEGE SY23-24

Marketing

Plan
(Marketing Plan Proposal SY23-24)

Many are the plans in a man's heart, but it is the LORD's purpose that prevails.
TABLE OF CONTENTS

Show me Your ways, LORD, teach me Your paths. Guide me in

Your truth and teach me, for You are God my Savior, and my

hope is in You all day long.

1 Overview

2 Priorities and Strategies

3 Appendix: Asctivities Chart

Overview
The marketing plan’s intent is to focus on two specific directions:

Get the brand messaging to the greater community

Target marketing efforts that support the priorities of the strategic enrollment plan
This document summarizes strategic efforts to accomplish these two efforts to

market the college. Additional discussion among college stakeholders will result in

modifications to the marketing plan including, but not limited to: identifying

responsible departments and groups for specific actions, establishing a timeline,

refining strategies and activities, and decision-making based on budget information.

Back to Agenda
 MARKETING PRIORITIES

The development of the marketing plan will occur through a three-tiered approach: priorities, strategies, and

activities. Marketing priorities are what the college wants to achieve; marketing strategies are how the college

intends to achieve the priorities. Related to activities, the marketing plan will draw together the analysis,

priorities, and strategies, and use them to build a foundation for detailed tactical actions. These activities will

implement the marketing strategies and achieve the agreed priorities. The marketing priorities are:
MARKETING

PRIORITIES

Priority #1 Priority #2 Priority #3

Assess the college’s market
Improve brand identity to
Implement an integrated

position and identify special

promote community
marketing approach to

target audiences awareness and enhance

communication, marketing

social media marketing strategies, and efforts from

various groups and/or

departments across the

college

MARKETING

PRIORITIES

Priority #4 Priority #5
Create and implement
Evaluate the effectiveness

marketing activities to
of marketing activities

increase student enrollment through data-driven

research methods

 1
Using research and demographic information, this plan will result

in attracting and recruiting new students, raising community

awareness of Messiah College

Strategy
1.1 Focus on Social Media Marketing

Priority 1.2  Compile demographic information for Messiah Collge

1.3   Hold a series of focus groups with community members, alumni, and current
ASSESS THE COLLEGE’S MARKET
students

POSITION AND IDENTIFY SPECIAL

1.4   Conduct a current student survey to determine media usage and college-
TARGET AUDIENCES. specific information, including how students learned about the class, the Messiah

Collge class schedule, and the college website

1.5   Conduct phone interviews with students that dropped out per semester and
those who only completed and did not register for the next semester to determine
why they stopped attending or transferring school
 2
Branding is EVERYTHING the college says or does. Every

press release, flyer, memo, presentation, Facebook post,

service, advertisement, and other form of communication

conveys information about the college and what we stand for

and are all about. Everything needs to be aligned to have

strong, consistent messaging.

Priority Strategy
2.1 Create and establish a visual identity for Messiah College

IMPROVE BRAND IDENTITY TO

2.2 Communicate effectively with the external community to build awareness
PROMOTE COMMUNITY
of events, activities, programs, and services

AWARENESS AND ENHANCE

2.3 Communicate effectively with the internal campus community to build

THE COLLEGE’S REPUTATION
awareness of events, activities, programs, and services
IN THE SERVICE AREA AND

2.4 Develop and implement a public relations plan that provides information to
BEYOND.
media outlets on a continuous basis
 3
Integrated Marketing Communications is designed to make all

aspectsof marketing communication such as advertising,

sales promotion, public relations, and direct marketing work

together as a unified force, rather than permitting each to

work in isolation.

Priority Strategy
3.1 Support outreach efforts through the development of integrated marketing
methods
APPLY AN INTEGRATED

MARKETING APPROACH TO

COMMUNICATION,

MARKETING STRATEGIES,

AND EFFORT OF DIFFERENT

GROUPS AND/OR

DEPARTMENTS ACROSS THE

COLLEGE.

 4
Targeted marketing isn’t merely important; it’s your statement

about who you are in the competitive marketplace, what

benefits you have to offer, and most importantly, who exactly

are your customers and your competitors. Students have

many choices when it comes to higher education; adult

students want and need convenience – we need to separate

Priority ourselves from the competition and create strategic messages

that fit within the Messiah College brand. Our brand has to be

relevant, targeted and careful. Engaging with our audience

demands that we tailor messages precisely to ensure that we

are heard not ignored.

CREATE AND IMPLEMENT

MARKETING ACTIVITIES TO

SUPPLEMENT STRATEGIC
Strategy
ENROLLMENT MANAGEMENT

4.1 Identify appropriate media vehicles to reach the curriculum target

EFFORTS. market segment (males and females, ages 17-27) a minimum of three

times per campaign flight through traditional and non-traditional media
4.2 Support enrollment management tactics to increase the enrollment of
area college students at Messiah College
4.3 Create and implement targeted marketing campaigns
Priority
5
EVALUATE THE

EFFECTIVENESS OF

MARKETING ACTIVITIES

THROUGH DATA- DRIVEN

Strategy
5.1 Conduct ongoing research to support marketing and outreach
decisions through primary data
5.2 Analyze secondary data to support marketing and outreach decisions
5.3 Assess traditional media through post-buy/post-campaign analysis
5.4 Assess non-traditional/new media marketing activities
5.5 Perform a communications audit of marketing materials

RESEARCH METHODS.

Activity

Chart
ACITIVITY CHART
PER PRIORITIES

ACITIVITY ADDITIONAL INFORMATION TARGET AUDIENCE

Goals and Objectives

Briefly elaborate on what you want to discuss.

OBJESTIVE AUDIENCE GOAL

SWOT ANALYSIS
Strengths, Weaknesses, Opportunities, Threats

STRENGTHS WEAKNESS OPPORTUNITIES THREATS

COMPETITIVE ANALYSIS
What educational options do parents have in your area? This is a

general overview and analysis. You can share general tuition com-

parison; however, detail belongs in the appendix.

TARGET AUDIENCE
Who are you trying to reach?

STRATEGIES & TACTICS

Each of your goals becomes an objective. Add tactics, accountability,

timeline, and budget.

TACTICS ACCOUNTABILITY TIMELINE BUDGET

ADVERTISING

PRINT DIGITAL

SOCIAL MEDIA

STORYTELLING
FACEBOOK WEBSITE INSTAGRAM TIKTOK EMAILS

Key Performance

Indicators (KPI’s)
PROSPECTS INQURIES APPLICANTS ADMITS ENROLLS