Posted: August 12th, 2013
Woodbury University School of Architecture
Woodbury University School of Architecture
I. Executive Summary
Premises: This document contains a marketing plan for Woodbury University School of Architecture. The aim of the marketing plan is to increase the number of students in the school through employing strategic means that will be discussed in this plan. The plan analyses the situation in the by carrying out comprehensive market research and there after discusses the approach to marketing that will increase the number of clientele in the school.
Advertising Objectives Summary: The advertising objectives in the marketing plan looks at the objectives the university has with regard to drawing more students to the school through advertising. These include objectives include primary objectives, quantified objectives, directional objectives among others.
Advertising Strategy Summary: Advertising strategy includes the approaches outlined in the market plan with regard to how advertising may be used to attract new students. These strategies involve developing a product strategy’ target audience, the mode of communication, and the message that should be contained in the advertisements. Advertising is a crucial aspect in the marketing plan and plays an important role making the school known and attractive to perspective students.
Budget Summary: The budget amounts to 0.5 million dollars from the planning stage to the implementation stage of the marketing project. This is considered enough for the whole process as will be seen in the budget estimates, in the marketing plan.
II. Situational Analysis
The current marketing situation of the Woodbury School of Architecture is not as vibrant as should be. The business industry information shows that there are many Architectural schools yet Woodbury cannot be easily recognized among these other schools. The Woodbury School of Architecture, based in Woodbury University main product is that they offer Architectural courses at their campuses in San Diego and Burbank.
Product lifecycle: A life cycle refers to the production stage a company is operating (Pelsmacker 2001). In terms of the product life cycle, the school started its Architecture program in 1984. In comparison to other school around the country, the School is still in the growth period and has the potential of growing much further. The School offers various courses in Architecture. Among them include, a degree course in Architecture and BFA, a bachelor’s degree in Interior architecture. The two courses could be found at Woodbury campuses in Los Angeles and San Diego. In addition to these degree courses, it also offers graduate programs in Architecture.
Competition: The Woodbury School of Architecture has to compete with many Schools across the United States. Therefore, the school needs to adopt a national outlook as a strategy to ensure that aspiring designers look forward to moving into the institution. When it comes to education, the prestige is vital. Several universities are considered prestigious. Therefore, it is necessary for the Woodbury School to develop a strategy that will boost the prestige of the school. The school currently holds well over five hundred architectural student. This means that many students are interested in the program. This means that there is room for increasing the number of students attending the school. However, to do this effectively, the school has to enhance the prestigious nature of the University and it Architectural program.
Target Market Description
The market segment identified is students who want to pursue undergraduate studies in architecture and those who wish to pursue graduate studies. The primary market should include Students within the Los Angeles are and the surrounding East Coast states. The secondary markets include the rest of the nation and foreign students. The market characteristics in the geographical areas mentioned should target individuals from middle-income upper income groups especially those interested in pursuing architecture. The students selected should be hard working, intelligent ad more importantly, they should display design capabilities.
Satisfactory Market objectives should include marketing strategy should increase the number of individuals who wish to attend Woodbury School of Architecture. The second objective is enhancing the prestigious nature of the school and thirdly, establishing the school as among the best schools with regard to architectural programs. Long-term objective include making sure that the advertisement establishes Woodbury School of Architecture as worthy school study architecture and ensure that a steady stream of students continue to register for the course from across the country.
Marketing mix for all target markets involved the description of the product, price, place, and communication.
Product: The product in this case is the undergraduate and graduate programs. The product should be able to satisfy the customer need to gain knowledge from a prestigious university. This will enable the customer to be able to market himself as a competent architect from a university with a good reputation. While the product will be the same for all across the country, the school must employ marketing stratagem that could appeal to the different demographics.
Price: The pricing for pursuing the programs should be maintained at the already affordable rate; however, the school should also offer scholarships for those who need it. Exceptional students should also be awarded with small fee waivers. This may work for the school and increase the market share of the school.
Place/Distribution: This is the place where the programs are offered. The school should ensure that they have adequate equipment that will enable quality learning. In addition, the company should ensure that the school has well trained lectures to ensure that students get what the need at all times.
Communication: Communication refers to the advertising media through which the target market can receive the message effectively (Belch 2001). This involves when and where the communication media will be used to ensure that there is effective communication for the message. It would be important for the school to intensify advertisement a few months before they are due for new intake. This will accord perspective students ample time to register as they await a letter of admission if they have met the necessary qualifications. As to the matter of place, it could be necessary to us visual advertisements in terms of billboards, promotional DVDs and television commercials. Print media could also be useful through newspapers, pamphlets for the school (Combe 2012). It could also work for the school to use the internet as a channel for advertisement. The intended role of advertising in the marketing mix is to ensure that all aspects in communication have been met.
III. Advertising Objectives
The primary objective is to increase the number of students in the university by ensuring that they have appealed to the demand of the target market segments. The next objective is to employ an indirect action approach to advertising to ensure that many people get the message. Quantified expressions of objectives include increasing the number of students in the school by 20 percent in 2 years.
IV. Advertising Strategy
Product concept refers to the manner products will be presented in terms of product market positioning, product differentiation and classification. The University should be advertised as among the universities offering the best architectural programs. Product differentiation should be achieved by ensuring that the university advertises the aspects that make the university different from others. In terms of the product life cycle, the company should establish the fact that it continues to grow and is quickly being recognized an accomplished university. The classification of the university should be one that exhibits the fact that it is a prestigious institution.
The target audience should be individuals who are interested in pursuing architecture especially those from high school and those who wish to pursue their graduate studies. The relationship of the target audience to market should be one that shares common goals for education. Secondly, advertisement should prioritize the target market in terms of the primary, secondary and supplementary target audiences.
The advertisement strategy should define the reach of the advertisement and the frequency. To reduce cost of airing on television, a lasting solution such is internet promotions and strategic placing of advertisements on billboards should be effective (Combe 2012). A visit to schools could also be effective in recruiting more students. Newspapers, radio and magazines could be effective. Another important aspect could be the use of direct mail, interactive digital media and publicity.
The advertising message should include copy elements, art elements and production element. The copy elements could include advertising appeals, copy platform, and key consumer benefits where the advertisements ensure that the prospective students understand the benefits linked with learning at Woodbury University. The personality of the university needs to be enhanced to ensure that the school is the best option for architecture. The art element in advertisement shout ensures that visual appeals are inherent in the advertisements and making sure that the school colors are visible.
V. The Advertising Budget
The impact of the marketing situation depending on the method of allocation may affect several things. The budget allocation for the advertisements will be used to ensure that the current products are advertised more and to make the school more known across the country. The method of allocation may help either improve the demand for a position in the school or delimit the ability to increase demand. Proper allocation may also ensure that the university improves its competitive nature against other players in the market. The allocation should also strive to meet the marketing objectives. Allocation should also be aligned to the outlined marketing strategy or else advertising may fail (Codita 2010). Advertising should be able to ensure that revenue in the school increases and that profits are realized.
The method of allocation may affect negatively or positively on the profits. Proper advertising should ensure that the school increases its market share by increasing awareness and the number of students who wish to attend Woodbury School of Architecture. Therefore, the more people wanting to join the school, the better competitively placed the school is against other players in the market.
VI. Testing and Evaluation
Testing and evaluation is where the marketing strategy is analyzed to ensure its ability effectively deliver the intended results. Here the strategy determination is questioned. That is how effective the strategy outlined will be effective. In addition, the concept development is analyzed. Concept development is the advertising approach used.
Pre-testing and post testing involves the determination of marketing strategy usefulness before it is used and after. A comparison between the two is carried out to ensure that the results found after use is what was expected. Elements tested include messages, motives, media, budgeting and scheduling. The methodology refers to the method used to test and involves many criteria.
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