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D U A T E P R O G R A M
K E T I N
G S T R A T E G Y
Al l y so n Mo r ehead C ed r i c Mo bl ey T her esa Bed o y a
1
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MICA is s!c" in#$%&s 'ar"ein(
Production
and Sales Era Just build it, they
will buy it.
We can convincethem to buy
anything
MarketingDeartment Era
Marketing
!omany Era
"elationshi
Marketing Era
Sel#$
Marketing EraWe have to build
roducts ourcustomers want
%et&s build ali#elong
relationshiwith our
customers
'&ll decide what 'want #or mysel#,
thank you.
1()* 1(+* 1((* *1*M'!-
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Baby Se)s
uildrogramswithout
knowing i# amarket e/istsand no lan to
reach the
market
uild rograms
withoutknowing i# a
market e/istsbut with a lan
to reachwhatever
market e/ists
uildrograms with
a naturalmarket or
institutionalurose and a#unded lan to
reach them
0*1 *1$*1 *12
"E-!3'45-"6 M-5-7E-%E P"4-!3'8E
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Mar e n( *s+Recr!i'en *s+Ad*erisin(
• Marketing 9 attracting the targetaudience and increasing in:uiries
• "ecruitment 9 engaging the ool o#
in:uires to convert to alicants• -dmission 9 evaluating and acceting a
class that meets :uality and enrollmentgoals
• -dvertising is one o# many marketingtools, not outcome
)
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Mar"ein( *s+Earned Media
• Marketing is rimarilye/ecuted through P-'Dmedia, in which you
control the message andlacement
• Earned media ;ublicrelations and ress< is
generated through theinterest o# a third$arty,and almost totallyoutside o# your control;but not in=uenceectiveness
?
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,, Mar"ein(Goals
• uild awareness o# new rograms
• Set alications baseline
• 'ncrease alications #or all rograms
• Maintain overall restige
+
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,, Mar"ein(Phases
• Ste 1@ Strategy -greement-. !ommunications meetings with -dmission
. !ommunicationsA-dmission meetings with rogramdirectors
•
Ste @ udget Develoment-. Marketing DirectorA-dmission cost research and budgetrecommendation
. 8P resentation
!. Binal allocation
• Ste @ Design and Messaging• Ste @ E/ecution
• Ste )@ Measurement and "eorting
C
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Mar"ein(Tool"i
-dvertising enchmarks!yber Direct mail Events• Print ads
• 4nlinedislay ads
• Measurement
• -nalysis
• Search
marketing
• Socialtargeting
• ehavioraltracking
• Emailmarketing
• Print, SPSmailing
• Enhancedarticiation in selectcon#erence
s andrelatedevents
B C D E
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Mar"ein(Tool"i
%ists• -ssociation$ %ists o# members o#
organiFations.Most reliable but hardest to get. Moderate
Price.• MagaFine$ Subscribers to magaFines.
8ery reliable and easy to get. E/ensive.
• !omiled$ 'n#ormation about someone based
on an e/traolated construction by acomany.
• %east reliable but easiest to get. 7enerallyine/ensive.
(
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Tar(e Mar"e
M-"GE3'57 'S '5EH-!3
3o reach
our target
S t u
d e n
t s
P r o # e s
s i o
n a
l s
Wemust
miss ourtarget
1*
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Analysis-In.!iries *s+A))s
*
1**
**
**
)**
?**
+**
C**
**
(**
74-%
'5I'"'ES
- high number o# in:uiries normally ;but notalways< redicts a high number o# alications.
11
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ar e n(Analysis-A))s *s+ Ad'is
*
?*
1**
1?*
**
?*
-PP%'!-3'45S
-DM'3S
1
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ar e n(Analysis-Ad'is *s+ Goal
*
?
1*
1?
*
?
*
-DM'3S
'5I'"'ES
We want admitsK to be much higher thangoal.K
1
ar e n(
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ar e n(Analysis-Ad'is *s+ Goal
PROGR M DMITS S % OF GO L
Rinehart 200%
Photographic and
Eectronic Media !"0%
Graphic De#ign !$%
&o''(erger !))%
I*#tration Practice !))%
Teaching !)!%
Mt+ Ro,a !2$%
B*#ine## o' Art and
De#ign !20%
Socia De#ign !20%
St*dio Art !!-%
Art Ed*cation !!%
Co..*nit, Art# !00%
Critica St*die# !00%
In'or.ation /i#*aiation !00%C*ratoria Pracitice 10%
De#ign Leader#hip 10%
1)
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Analysis-A))licaionsTrends
Maintenance 5eededEven some long$standing rograms are seeing a decrease orleveling o> o# alications !0 3# 4!2
PROGRAM 20!0 20!! 20!2
Increa#e5
Decrea#e
Percent
Increa#e5
Decrea#e
Photograph, -" 6" "$ 722 72"%
&o''(erger 2! 2!1 !-1 72- 7!)%
Mt+ Ro,a 22! 2)1 2!2 71 7$%
Graphic De#ign 22" !1" 2!1 7 7)%
St*dio Art " 6! "- ! !%
Rinehart "$ 2 ) 1 !$%
Teaching )- $- $6 !-%
Art Ed*cation 1 !$ !! 2 22%
1?
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Cro/dedCo')eii*e0andsca)e
7rowth in number o# cometitorsnecessitates continued marketinge/enditures
Studio -rt **?
5o cometitors
Studio -rt *1• San Brancisco School o# the -rts• PaciLc 5orthwest !ollege o# -rt• -rt 'nstitute o# ostonA%esley !ollege• Massachusetts !ollege o# -rt
• niversity o# the -rts ;-"3S<• -"D• School o# 8isual -rts• -rt 'nstitute o# !hicago• 8ermont !ollege o# Bine -rt
1+
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Mar"ein( Plans
• 5ew or challenged rograms haveindividualiFed marketing lans
• 8isibility #or established rograms is
maintained through clusters
1C
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Indi*id!ali1ed Plans-Ne/ and Challen(ed Pro(ra's
• Social Design ;M-<• 'llustration Practice ;M-<• !uratorial Practice ;MB-<
• !ommunity -rts ;MB-<• !ritical Studies ;M-<• -rt Education ;M-<• 3eaching ;M-<
• Studio -rts ;MB-<
• usiness o# -rt and Design ;MPS<• Design %eadershi ;M-AM-< 1
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Gro!)ed Plans-Pro(ra' Cl!sers
DES'75• Social Design ;M-<• 7rahic Design ;MB-<• 'llustration Practice ;MB-<• 'n#ormation 8isualiFation ;MB-<
S'5ESS -PP%'ED• Design %eadershi ;M-AM-<• usiness o# -rt and Design ;MPS<• 'n#ormation 8isualiFation ;MPS<
B'5E -"3S•
o>berger School o# Painting• Mount "oyal School o# -rt• Photograhic and Electronic Media ;MB-<• "inehart School o# Sculture• Studio -rt ;MB-<
ED!-3'45• -rt Education ;M-<• 3eaching ;M-3<
!4MM5'36AS4!'-% E57-7EME53• Social Design• !ommunity -rts• !uratorial Practice
-"3 "E%-3ED• !ritical Studies• !uratorial Practice
1(
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Indi*id!ali1ed
Plans
*
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Co')eii*e0andsca)e
!ometitorsN School o# 8isual -rts
;MB- in Social'nnovation DesignM- in Product o#
Design<N Parsons
N Pratt
N "'SD
N !arnegie Mellon
SOCI L DESIG8 9M :
!ometitive-dvantage
N 'mmersive
N Multidiscilinary
N ProOect basedN 1 year with #ellowshi
oortunity
N Baculty in residence
N ottom u to down
N Embedded relationshiin the community
1
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Mar"e AnalysisOCI L DESIG8 9M :
%arge Moderate Small
Market SiFe Estimation
-lications -dmits 7o
* 1 1*
*1
'n:uiries since Jan.*11@
);?9 o>berger<-dmits as a o# goal@1*
S!dens- Disci)lines
• -dvertising• -nthroology• -rchitecture• -rt istory• Bine -rts• 7rahic Design (w/Liberal Arts, Social
Science Minors optional)• Social Sciences (w/Graphic Design
Minors optional)
• Media Studies• Political Science• Sculture• Social Psychology• 8isual !ommunicationsPro2essionals- Careers• SocialA!ommunity
Pro#essionals• Bilm Makers•
Publication Managers• Marketing Managers• !ommunication Managers• Social Entrereneurs• 7rahic Designer• Web Designer• Photograher• Studio -rtist• -rchitect•
'ndustrial Designer
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B!d(eOCI L DESIG8 9M :
B61 'temiFed 4verviewMarketing 3ool !ategory
reakdown
32%
19%12%
37% Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Iuarterly reakdown
Jn! Jl"! Ag Se#! Oct! $v Dec! Jan! &e' Mar! A#r! Ma"()*))
(2!)))*))
(+!)))*))
(,!)))*))
(-!)))*))
(1)!)))*))
(12!)))*))
(1+!)))*))
(1,!)))*))
Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total
Ads: Print $0 $0 $0 $0 $0
Ads: Online $4,275 $3,500 $3,500 $1,500 $12,775
Direct Mail $5,134 $0 $2,500 $0 $7,634
!ents $0 $5,000 $0 $0 $5,000
"earc#Maretin%
$5,000 $5,000 $2,500 $2,500 $15,000
Total $14,40& $13,500 $',500 $4,000 $40,40&
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Co')eii*e0andsca)e
!ometitorsN School o# 8isual -rts
N S!-D
N -cademy o# -rt
niversityN niv. o# art#ord
N M!-D
N Bashion 'nstitute o# 3echnology
!ometitive -dvantageN Entrereneurshi training, #ocus on
the intersection o# business and artN 'mmersive e/erienceN "esonsive to changing markets and
technologies'nterdiscilinary
N Embraces e/isting 'llustrationractices while integrating newmarkets, technologies, artnershisand networks
ILL;STR TIO8
PR CTICE 9MF :
)
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ILL;STR TIO8
PR CTICE 9MF :
Mar"e Analysis
%arge Moderate Small
Market SiFe Estimation
-lications -dmits 7o
+C 1+ 1*
*1
'n:uiries since Jan.*11@
)1C;?9 o>berger<-dmits as a o# goal@1+*
Acade'ic- Disci)lines•-rt Q Design•Studio -rts•7rahic Design•7rahic -rts (Printmaking, poster designers)•'llustration•!ommunications•Mi/ed Media -rts•-lied -rts MaOors
Pro2essionals- Careers•ook, Poster, Editorial 'llusrators•7rahic Designers•-rt Directors•Publishers, ook -rtists•!oncet -rtist and 8isual Develoers•Multimedia -rtist•Breelance 'llustrators•7reeting !ard 'llustrators•-dvertising 'llustrators•Digital 'llustrators
?
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B61 'temiFed 4verview
ILL;STR TIO8
PR CTICE 9MF :
B!d(e
Marketing 3ool !ategory
reakdown
Iuarterly reakdown
Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total
Ads: Print $0 $0 $0 $0 $0
Ads: Online $6,414 $5250 $2,625 $1,500 $15,7'&
Direct Mail $5,6&2 $0 $0 $0 $5,6&2
!ents $0 $7,500 $0 $0 $7,500
"earc#Maretin%
$3,500 $3,500 $1,500 $2,500 $11,000
Total "(end $15,606 $16,250 $4,125 $4,000 $3&,&'1
39%
1+%19%
2-% Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Jn! Jl" ! Ag Se#! Oct! $v Dec! Jan! &e' Mar ! A#r ! Ma"()*))
(2!)))*))
(+!)))*))
(,!)))*))
(-!)))*))
(1)!)))*))
(12!)))*))
(1+!)))*))
(1,!)))*))
(1-!)))*))
+
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Co')eii*e0andsca)e
!ometitorsN niversity o# 'llinois at
!hicago
N !ali#ornia !ollege o# the
-rtsN niversity o# Southern!ali#ornia, "oski Schoolo# Bine -rts
N ard
N 4ntario !ollege o# -rt
and DesignN 7oldsmith&s, %ondon
N S-'!
!ometitive -dvantageN Birst MB- rogramN Social engagement #ocusN 'mmersive, ractical e/erienceN 3eam roOects
N E/lores new methods o# e/hibitionresentation
N - commitment to roviding multi$cultural ersectives to diverseaudiences
N E/ecute a maOor e/hibitioncollaboratively with artists andcommunity reresentatives
C;R TORI L
PR CTICE 9MF :
C
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C;R TORI L
PR CTICE 9MF :
Mar"e Analysis
%arge Moderate Small
Market SiFe Estimation
-lications -dmits 7o
1 ( 1*
*1
'n:uiries since Jan.*11@
*(;?9 o>berger<-dmits as a o# goal@(*S!dens- Disci)lines
• istory• -rt istory• Museum Studies• Museology• -rt Q Design• Photo Q 8ideo
• Bine -rts• -lied -rts• -rt istory minors• !uratorial -B ;Moore
!ollege<• umanitiesA-rt istory
minor• %iberal StudiesA-rt istory
minor
• Social SciencesA-rt istoryminor
• !ritical Studies A-rt istoryminor
Pro2essionals- Careers• !ollection Manager• -rt Writer• !urator• !ororate !urator• !uratorial !onsultant• -rt istorian• Museum -dministrator• -rt 7allery Sta> • !ommunity -rts 4rganiFer• !ommunity -rts
-dministrator• !ollege #aculty• 5on$roLt management• Museum Educator
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C;R TORI L
PR CTICE 9MF :
B!d(e
.3%
22%
2.% Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
()*))(2!)))*))
(+!)))*))(,!)))*))(-!)))*))
(1)!)))*))(12!)))*))
B61 'temiFed 4verviewMarketing 3ool !ategory
reakdown
Iuarterly reakdown
Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total
Ads: Print $0 $0 $0 $0 $0
Ads: Online $4,1&1 $3,177 $3,177 $2,001 $12,546
Direct Mail $5,1'2 $0 $0 $0 $5,1'2
!ents $0 $0 $0 $0 $0
"earc#Maretin%
$1,500 $1,500 $1,500 $1,500 $6,000
Total "(end $10,'73 $4,677 $4,677 $3,501 $23,72'
(
i i
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Co')eii*e0andsca)e
!ometitorsN Portland State
N 4tis !ollege o# -rt QDesign
N !ali#ornia !ollege o# the-rts
N !ali#ornia Stateniversity, Montereyay
N niversity o# 4regon
N Syracuse niversity
!ometitive -dvantageN Birst in the nation M- #oundationN 'mmersive, real world e/erienceN M'!- P%-!EN Established community relationshis
N Social Oustice and civic, youth, andcommunity develoment
COMM;8IT<
RTS 9MF :
*
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COMM;8IT<
RTS 9MF :
Mar"e Analysis
%arge Moderate Small
Market SiFe Estimation
-lications -dmits 7o
1+ 1+
*1
'n:uiries since Jan.*11@
);?9 o>berger<-dmits as a o# goal@1**
S!dens- Disci)lines• Studio -rts• 7eneral -rts MaOors• -rts Disciline with %iberal -rts Minor• %iberal -rts MaOor wA -rts Minor• Social Science MaOor wA-rts Minor• -rt MaOor wA Social Science Minor• Political Science• 8isual -rts
• rban Studies ;-rts !oncentration<• rban -rchitecture Q Design wA -rts
Minor• !riminal Justice wA -rts Minor
Pro2essionals- Careers• -rt Pro#essor• -rt 3eacher• -rt 3heraist• 'llustrator• 7rahic Designers• %iturgical -rtist• Photograher• Studio -rtist• 3heater -rtist• -rts -dministrators• !ommunity -rtistA4rganiFer
1
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COMM;8IT<
RTS 9MF :
B!d(e
B61 'temiFed 4verviewMarketing 3ool !ategory
reakdown
Iuarterly reakdown
+)%
1.%1+%
31% Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
()*))(2!)))*))(+!)))*))(,!)))*))
(-!)))*))(1)!)))*))(12!)))*))(1+!)))*))
Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total
Ads: Print $0 $0 $0 $0 $0
Ads: Online $4,730 $2,625 $2,625 $1,500 $11,4'0
Direct Mail $4,434 $0 $0 $0 $4,434
!ents $0 $4,000 $0 $0 $4,000
"earc#Maretin%
$2,500 $2,500 $2,500 $1,500 $&,000
Total "(end $11,664 $&,125 $5,125 $3,000 $2',&14
C ii
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Co')eii*e0andsca)e
!ometitorsN S-'!
N School o# 8isual -rts;S8-<
NP5!-
N Pratt
N !!-
N !ali#ornia 'nstitute o#the -rts ;!al-rts<
N niversity o# Southern!ali#ornia@ "oskie school
!ometitive -dvantageN !ustomiFed degree lan
N 1 year rogram
N !reative immersion
N Baculty mentorsN Preare #or doctoral study
N !reative environment
CRITIC L ST;DIES
9MF :
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CRITIC L ST;DIES
9MF :
Mar"e Analysis
%arge Moderate Small
Market SiFe Estimation
-lications -dmits 7o
(
*1
'n:uiries since Jan.*11@
);?9 o>berger<-dmits as a o# goal@1**
S!dens- Disci)lines•!ritical Studies ;<•!ultural Studies ;<•Philosohy ;M<•-rt Q Design ;<•-rt istory ;<•Media Studies ;M<•8isual -rts ;<•Poular !ulture ;<•
English ;M<•%iberal Studies ;M<•!omarative %iterature ;<•istory ;M<•umanities ;<•-merican !ulture•-rchitecture•Poular !ulture•7ender Studies•
BilmA!inema Studies•-rt istory Minors
Pro2essionals- Careers•Museum -dministrators•Breelance Writers•-nti:ues Dealers•-rt Q Estate -raisers•'ndeendent Bilm Producers•-rt !onservationist•-rt 7allery 4wners•7overnment -gencies
;B' -rt !rime Division, Stateand %ocal -rt !ouncils<
)
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CRITIC L ST;DIES
9MF :
B!d(e
B61 'temiFed 4verviewMarketing 3ool !ategory
reakdown
Iuarterly reakdown
Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total
Ads: Print $0 $0 $0 $0 $0
Ads: Online $4,1&1 $3,177 $3,177 $2,001 $12,546
Direct Mail $3,640 $0 $3,640 $0 $7,2'0
!ents $0 $4,500 $0 $0 $4,500
"earc#Maretin%
$1,050 $1,050 $1,050 $1,050 $4,200
Total "(end $',''1 $',727 $7,'67 $3,051 $2',526
++%
2,%
1,%
1.% Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Jn! Jl! Ag Se#! Oct! $v Dec! Jan! &e' Mar! A#r! Ma"()*))
(1!)))*))
(2!)))*))
(3!)))*))
(+!)))*))
(.!)))*))
(,!)))*))
(7!)))*))
(-!)))*))
(9!)))*))
(1)!)))*))
?
C ii
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Co')eii*e0andsca)e
!ometitorsN "'SD
N School o# the -rt'nstitute o# !hicago;S-'!<
N oston niversity ;<
N Moore !ollege o# -rt
N !orcoran !ollege o# -rtand Design
N niversity o# Blorida
N S!-D
RT ED;C TIO8 9M :
!ometitive -dvantageN ni:uely hybrid$ onlineA low$residencyN Strong studio comonentN "esearch trainingN !onvenient schedule #or the working
ro#essional
+
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RT ED;C TIO8 9M : Mar"e Analysis
%arge Moderate Small
Market SiFe Estimation
-lications -dmits 7o
11 C +
*1
'n:uiries since Jan.*11@
);?9 o>berger<-dmits as a o# goal@11C
Pro2essionals-
CareersPracticing andcertifed art teachers Nover yearse/erience inelementary, middle,high school andcommunity colleges.
C
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RT ED;C TIO8 9M :
B!d(e
B61 'temiFed 4verviewMarketing 3ool !ategory
reakdown
Iuarterly reakdown
Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total
Ads: Print $&1' $1,'36 $0 $0 $2,754
Ads: Online $3,114 $1,125 $1,125 $1,125 $6,4'&
Direct Mail $2,154 $3,500 $0 $0 $5,654
!ents $0 $10,000 $0 $0 $10,000
"earc#Maretin%
$2,000 $2,000 $2,000 $&00 $6,&00
Total "(end $&,77& $1',461 $3,125 $2,025 $33,3&0
-%
19%
22%3)%
21% Ads: Print
Ads: OnlineDirect Mail
Events
Search Marketing
()*))(2!)))*))(+!)))*))(,!)))*))(-!)))*))
(1)!)))*))
(12!)))*))(1+!)))*))(1,!)))*))(1-!)))*))(2)!)))*))
Co')eii*e
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Co')eii*e0andsca)e
!ometitorsN S-'!
N "'SD
N Pratt
N 3eacherRs !ollege at!olumbia niversity
N Mass-rt
N 8!
N 3owson niversity
!ometitive -dvantageN %earner centeredN Studio basedN !onte/t sensitiveN %onger internshisAmore e/erience
N %ook at artwork at thesis showN Making interdiscilinary connectionsN 3ime to develo studio ractice as
well as teaching skills
TE C&I8G 9M T:
(
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TE C&I8G 9M T: Mar"e Analysis
%arge Moderate Small
Market SiFe Estimation
-lications -dmits 7o
( 1 1+
*1
'n:uiries since Jan.*11@
1++ ;?9o>berger<
-dmits as a o# goal@11S!dens- Disci)lines• -rt Q Design• Studio -rts• -rts Disciline with %iberal -rts Minor• Bine -rts• - with substantial studio arts credits
Pro2essionals- Careers• !areer changers with
e/erience in visual arts ordesign• Designers• Bine -rtists
ighly deendent on alications #romM'!- students in B-AM-3 track
)*
d
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TE C&I8G 9M T:
B!d(e
B61 'temiFed 4verviewMarketing 3ool !ategory
reakdown
Iuarterly reakdown
Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total
Ads: Print $0 $0 $0 $0 $0
Ads: Online $3,114 $3, 000 $3, 000 $1, 500 $10,614
Direct Mail $3,747 $3,500 $0 $0 $7,247
!ents $0 $0 $0 $0 $0
"earc#Maretin%
$2,000 $2,000 $2,000 $&00 $6,&00
Total "(end $&,77& $13,461 $3,125 $2,025 $24,761
()*))
(2!)))*))
(+!)))*))(,!)))*))
(-!)))*))
(1)!)))*))
(12!)))*))
+3%
29%
2-% Ads: Print
Ads: Online
Direct Mail
Events
)1
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Co')eii*e0andsca)e
!ometitorsN San Brancisco School o#
the -rts
N PaciLc 5orthwest!ollege o# -rt
N -rt 'nstitute o#ostonA%esley !ollege
N Massachusetts !ollegeo# -rt ;Mass-rt<
N niversity o# the -rts
;-"3S<N -"D
N School o# 8isual -rts
N -rt 'nstitute o# !hicago
N 8ermont !ollege o# Bine
-rt
!ometitive -dvantageN "esearch based interdiscilinary
Amultidiscilinary rogramN 'ntegrated art ractice with critical
theory
N %ow residencyN Dedicate M'!- #aculty mentorN 3eam teaching aroachN Summer residences on Mica camus
#or #our summersN E/osure to numerous visiting artists
and scholarsN Dedicate individual studios available)AC during residencies
N -vailability o# range o# schoolresources such as digital labs,woodshos, sculture studios
ST;DIO RT 9MF :
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ST;DIO RT 9MF : Mar"e Analysis
%arge Moderate Small
Market SiFe Estimation
-lications -dmits 7o
C 1 11
*1
'n:uiries since Jan.*11@
?;?9 o>berger<-dmits as a o# goal@11
Pro2essionals- Careers
• Practicing artists• !ertiLed teachers• 5on$certiLed teachers in
rivate high schools• !ommunity college
teachers• B- graduates ; years
e/erience<• M- graduates
)
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ST;DIO RT 9MF :
B!d(e
+3%
1.%1+%
2-% Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
()*))
(2!)))*))
(+!)))*))
(,!)))*))
(-!)))*))
(1)!)))*))
(12!)))*))
(1+!)))*))
(1,!)))*))
B61 'temiFed 4verviewMarketing 3ool !ategory
reakdown
Iuarterly reakdown
Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total
Ads: Print $0 $0 $0 $0 $0
Ads: Online $5,&64 $3,000 $3,000 $1,500 $13,464
Direct Mail $4,'75 $0 $0 $0 $4,'75
!ents $0 $4,500 $0 $0 $4,500
"earc#Maretin%
$2,500 $2,500 $2,500 $1,250 $',750
Total "(end $13,33& $10,000 $5,500 $2,750 $31,5'&
))
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!ometitorsN !!-
N Parsons
N Savannah !ollege o# -rt
Q DesignN Pratt
N Design Songe
N -merican !ra#t
N Small usiness-dministration
N !ertiLcation Programs
N Small usiness !enters
!ometitive -dvantageN 4nlineN Just over one calendar yearN rie# residenciesN 5o other small business rogram #or
artists
B;SI8ESS OF RT
8D DESIG8 9MPS:
)?
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B;SI8ESS OF RT
8D DESIG8 9MPS:
Mar"e Analysis
%arge Moderate Small
Market SiFe Estimation
-lications -dmits 7o
1 ) *
*1
'n:uiries since Jan.*11@
(+;?9 o>berger<-dmits as a o# goal@1*
S!dens- Disci)lines• -rt Q Design MaOors wAusiness
-dmin Minors• -dvertising• usiness -dministration wA-rt Q
Design Minors• !reative Writing• -rchitecture• 7rahic Design• 'llustration•
-lied -rts• Bine -rts• Music• 3heater ProductionPro2essionals- Careers• 7rahic Designers• -rt Entrereneurs• usiness 4wners• 8isual -rtists• -rchitects•
'llustrations• Musicians• 3heater Production• Music Production• Writers• Pro#essional !ra#ters• 'ndustrial and Product Designers• Breelancers
)+
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B!d(e
B61 'temiFed 4verviewMarketing 3ool !ategory
reakdown
Iuarterly reakdown
3,%
23%7%
33% Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
()*))
(.!)))*))
(1)!)))*))
(1.!)))*))
(2)!)))*))
(2.!)))*))
Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total
Ads: Print $0 $0 $0 $0 $0
Ads: Online $7,57' $4,000 $4,000 $4,000 $1&,57'
Direct Mail $7,&&6 $0 $4,500 $0 $12,4&6
!ents $0 $4,000 $0 $0 $4,000
"earc#Maretin%
$5,000 $5,000 $5,000 $3,000 $1',000
Total "(end $20,574 $13,000 $&,000 $7,000 $54,074
B;SI8ESS OF RT
8D DESIG8 9MPS:
)C
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!ometitorsN erkley School o#
'n#ormation
N Mississii State
N Stan#ord !' Deartment
N !arnegie Mellon niv.7rahic Design
N 7eorgia 3ech, 7rahics8isualiFation and sability!enter
N niv. o# Michigan Schoolo# 'n#ormation
N niversity o# 5ewamshire Data8isualiFation %ab
N !%-, DesignAMedia
I8FORM TIO8
/IS; LI= TIO8
!ometitive -dvantageN 4nlineN Just over one calendar yearN rie# residenciesN 5o other rogram like it
N -rt aroach as oosed to comuterscience
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I8FORM TIO8
/IS; LI= TIO8 9MPS:
Mar"e Analysis
%arge Moderate Small
Market SiFe Estimation
-lications -dmits 7o
11 1* 1*
*1
'n:uiries since Jan.*11@
11*;?9 o>berger<-dmits as a o# goal@1**
S!dens-Disci)lines•-rt Q Design•-dvertising•7rahic Design•Marketing•Engineering•Statistics•Economics•rban Planning•
-rchitecture•usiness-dministration•'n#ormationScienceA!omuterScience•ScienceAio Medical• Journalism•'ndustrial and Product
Design•'n#ormation
3echnology•'n#ormation8isualiFationA Data 8isualiFation•'n#ormation 7rahics
Pro2essionals- Careers•Ma Makers•Data -dministrators•7rahic Designers•Marketers•rban Planners•8isualiFation Scientists•'ndustrial Engineers•-rchitects and Dra#ters•'ndustrial Designers•-rt Directors•Statisticians•Breelancers•Military•'n#ormation 7rahicsManager•7overnment ;!ivilian Q!ontractors<
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3)%
23%1.%
32% Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
()*))(2!)))*))(+!)))*))(,!)))*))(-!)))*))
(1)!)))*))(12!)))*))(1+!)))*))(1,!)))*))(1-!)))*))
B!d(e
B61 'temiFed 4verviewMarketing 3ool !ategory
reakdown
Iuarterly reakdown
Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total
Ads: Print $0 $0 $0 $0 $0
Ads: Online $4,275 $4,275 $4,275 $1,500 $14,325
Direct Mail $6,452 $0 $4,500 $0 $10,&52
!ents $0 $7,500 $0 $0 $7,500
"earc#Maretin%
$4,500 $4,500 $4,500 $2,250 $15,750
Total "(end $15,227 $16,275 $13,275 $3,750 $4',527
I8FORM TIO8
/IS; LI= TIO8 9MPS:
?*
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Co')eii*e0andsca)e
!ometitorsN School o# 8isual -rts
;MB- in Social'nnovation DesignM- in Product o#
Design<N Parsons
N Pratt
N "'SD
N !arnegie Mellon
DESIG8 LE DERS&IP
9MB 5M :
!ometitive -dvantageN Dual degree natureN 4nly Design %eadershi M-A M-N "esearch universityAart college
artnershi
N Ble/ M- content can be taken at di>erent camuses
N eterogeneity o# cohort
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DESIG8 LE DERS&IP
9MB 5M :
Mar"e Analysis
%arge Moderate Small
Market SiFe Estimation
-lications -dmits 7o
) 1 *
*1
'n:uiries since Jan.*11@
(;?9 o>berger<-dmits as a o# goal@(*
S!dens- Disci)lines• -dvertising• Marketing• !ommunications• -rchitecture• Engineering• Binance• Economics• usiness -dministration• Bashion• 'n#ormation ScienceA!omuter
Science• 'ndustrial and Product Design• 'n#ormation 3echnology• 7rahic Design• Digital Q Media DesignPro2essionals- Careers• -dvertisers• Marketers• Entrereneurs• 5on ProLt Pro#essionals• Sales Managers• Binancial Pro#essionals• usiness Managers Q Directors• -rchitects• Designers• Management !onsultants• Engineers• ProOect Managers
?
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33%
27%-%
32% Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
()*))
(2!)))*))
(+!)))*))
(,!)))*))
(-!)))*))
(1)!)))*))
(12!)))*))
(1+!)))*))
(1,!)))*))
(1-!)))*))
B61 'temiFed 4verviewMarketing 3ool !ategory
reakdown
Iuarterly reakdown
Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total
Ads: Print $0 $0 $0 $0 $0
Ads: Online $5,275 $5,275 $5,275 $2,775 $1',600
Direct Mail $5,501 $5,501 $4,500 $0 $15,502
!ents $0 $4,500 $0 $0 $4,500
"earc#Maretin%
$4,500 $5,000 $5,000 $5,000 $1', 000
Total "(end $15,276 $15,276 $&,775 $4,275 $56,602
B!d(eESIG8 LE DERS&IP9MB 5M :
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Cl!ser
Plans
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DESIG8
/ra#hic Design 0M&A llstratin Practice 0M&A n4r5atin6isaliatin 0M&A Scial Design 0MA
(2or Cl!ser
B61 'temiFed 4verviewMarketing 3ool !ategory
reakdown
Iuarterly reakdown
Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total
Ads: Print $5,034 $14,'12 $10 $0 $1&,'56
Ads: Online $3,000 $3,000 $1,500 $15,000 $22,500
Direct Mail $0 $0 $0 $0 $0
!ents $0 $0 $0 $0 $0
"earc#Maretin%
$1,500 $1,500 $1,500 $1,500 $6,000
Total "(end $&,534 $1&,312 $3,010 $16,500 $4',356
+1%
+7%
12% Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Jn! Jl! Ag Se#t! Oct! $v Dec! Jan! &e' Mar! A#r! Ma"()*))
(.!)))*))
(1)!)))*))
(1.!)))*))
(2)!)))*))
(2.!)))*))
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B;SI8ESS PPLIED
8siness 4 Art and Design 0MPS Design eadershi#s 0M8AMAn4r5atin 6isaliatin 0M&A
B61 'temiFed 4verviewMarketing 3ool !ategory
reakdown
Iuarterly reakdown
Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total
Ads: Print $0 $21,734 $0 $0 $21,734
Ads: Online $3,000 $3,000 $1,500 $1,500 $&,000
Direct Mail $0 $0 $0 $0 $0
!ents $0 $0 $0 $0 $0
"earc#Maretin%
$1,500 $1,500 $1,500 $1,500 $6,000
Total "(end $4,500 $26,234 $3,000 $3,000 $36,734
(2or Cl!ser
.9%2.%
1,% Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Jn! Jl! Ag Se#! Oct! $v Dec! Jan! Mar A#r! Ma"! Jn()*))
(.!)))*))
(1)!)))*))
(1.!)))*))
(2)!)))*))
(2.!)))*))
(3)!)))*))
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SOCI L E8G GEME8T
Scial Design =55nit" Arts =ratrial Practice
+,%
33%
22% Ads: Print
Ads: Online
Direct Mail
Events
Jn! Jl! Ag Se#! Oct! $v Dec! Jan! Mar A#r! Ma"! Jn()*))
(2!)))*))
(+!)))*))
(,!)))*))(-!)))*))
(1)!)))*))
(12!)))*))
(1+!)))*))
(1,!)))*))
Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total
Ads: Print $2,'17 $&,'15 $0 $0 $12,632
Ads: Online $3,000 $3,000 $1,500 $1,500 $&,000
Direct Mail $0 $0 $0 $0 $0
!ents $0 $0 $0 $0 $0
"earc#Maretin%
$1,500 $1,500 $1,500 $1,500 $6,000
Total "(end $7,317 $14,315 $3,000 $3,000 $27,632
(2or Cl!ser
B61 'temiFed 4verviewMarketing 3ool !ategory
reakdown
Iuarterly reakdown
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ED;C TIO8
(2or Cl!ser
Art Edcatin 0MA >eaching 0MA>
+7%
32%
21% Ads: Print
Ads: Online
Direct MailEvents
Search Marketing
()*))
(2!)))*))
(+!)))*))
(,!)))*))
(-!)))*))
(1)!)))*))
(12!)))*))
Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total
Ads: Print $3,&02 $5,634 $3,675 $0 $13,211
Ads: Online $3,000 $3,000 $1,500 $1,500 $&,000
Direct Mail $0 $0 $0 $0 $0
!ents $0 $0 $0 $0 $0
"earc#Maretin%
$1,500 $1,500 $1,500 $1,500 $6,000
Total "(end $',402 $10,134 $6,675 $3,000 $2',211
B61 'temiFed 4verviewMarketing 3ool !ategory
reakdown
Iuarterly reakdown
?(
B!d(e
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RT REL TED
=ritical Stdies =ratrial Practice
B61 'temiFed 4verviewMarketing 3ool !ategory
reakdown
Iuarterly reakdown
2or Cl!ser
3+%
3)%
3,% Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Jn! Jl! Ag Se#! Oct! $v Dec! Jan! Mar A#r! Ma"! Jn()*))
(1!)))*))
(2!)))*))
(3!)))*))
(+!)))*))
(.!)))*))
(,!)))*))
Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total
Ads: Print $2,817 $2,817 $0 $0 $5,634
Ads: Online$1,000 $1,000 $1,500 $1,500 $5,000
Direct Mail$0 $0 $0 $0 $0
Events $0 $0 $0 $0 $0
Search
Marketing$1,500 $1,500 $1,500 $1,500 $6,000
Total
Spend$5,317 $5,317 $3,000 $3,000 $16,634
+*
GR D; TE
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PROGR MS
BR 8DI8G
3,%
2.%
39% Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Jn! Jl! Ag Se#! Oct! $v Dec! Jan! Mar A#r! Ma"! Jn()*))
(1!)))*))
(2!)))*))
(3!)))*))
(+!)))*))
(.!)))*))
(,!)))*))
(7!)))*))
(-!)))*))
(9!)))*))
(1)!)))*))
B61 'temiFed 4verviewMarketing 3ool !ategory
reakdown
Iuarterly reakdown
B!d(e
Qtr. 1 Qtr. 2 Qtr. 3 Qtr. 4 Total
Ads: Print $2,'17 $2,'17 $0 $0 $5,634
Ads: Online $1,000 $1,000 $1,500 $1,500 $5,000
Direct Mail $0 $0 $0 $0 $0
!ents $0 $0 $0 $0 $0
"earc#Maretin%
$1,500 $1,500 $1,500 $1,500 $6,000
Total "(end $5,317 $5,317 $3,000 $3,000 $16,634
+1
Toal re.!es
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Toal re.!es
3otal re:uested budget allocation #orgraduate rogram marketing during B6
1 is
T+?+,C+C
!osts outstanding@
Direct mail rinting-dvertising design
Postage
+
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3otal re:uested budget allocation #orgraduate rogram marketing during B6
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T+?,*)?
!osts outstanding@
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Postage
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3hank youUIES3'45SV