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EASTERN MENNONITE UNIVERSITY:
2010 MARKETING STRATEGY
April Banks, Kevin Burnett & Travis Pettit
Core Competencies
 Stewardship of resources
 Looking beyond the classroom; seeing life and
career as a calling
 Experts in service: Forming long-lasting
relationships with students through outstanding
customer service & co-creating experiences
 Flexibility: Programs designed to meet the needs
of increasingly diversified and mobile students
 Placing high value student contributions in the
curriculum via life experiences
Blue Ocean Strategy
 Differentiate EMU from competitors
 Values (Stewardship, Service, Relationship Building)
 Quality of programs
 Flexibility
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Other Universities
Compentencies
Stewardship
Sacred
Covenent
Nurturing
Environment
Customer
Service
Volunteer
Opportunites
Green
Technology
Academics
EMU
Price
Value
Blue Ocean Strategy
Marketing Strategy
 Promote the following EMU programs to targeted
market segments on the basis of service, flexibility,
quality, cultural experience, and shared intrinsic
values:
 RN to BSN
 ADCP & MBA
 CJP
 General Undergraduate Program
Market Research
 RN to BSN Target Market:
 Current RNs, LPNs and Nursing Aids @ RMH & AMC
 Eventually expanding to all Northwestern VA
Harrisonburg/Rockingham
RNs
LPNs
Home Health Aids
Nursing Aids
790
330
270
790
Northwestern Virginia
2,090
860
480
1600
The number of RNs and LPNs is expected to grow 21% between 2008
and 2018. - U.S. Bureau of Labor Statistics
Market Research Cont.
Winchester/Frederick
RNs
1,320
LPNs
230
Home Health Aids
120
Nursing Aids
520
Approximately 40% of Registered Nurses currently hold a BSN. The
remaining 60% have received their certification via an Associates Degree
or a hospital-sponsored certificate program.
As of 2009, all RMH nurses (RNs or otherwise) were given two years to
obtain their BSN or face demotion or termination.
AMC and Winchester Medical Center are currently undergoing similar
program changes.
U.S. Bureau of Labor Statistics
Marketing Research Cont.
 CJP & General Undergraduate Target Market:

Mennonite Disaster Service
Founded: 1950
Approximately 3,000 volunteers

Mennonite Central Committee
Founded: 1920
Staff: 1,165 stationed globally, volunteer levels vary
 Both organizations have strong connections to the
Mennonite, Brethren in Christ, and Amish Churches
 Both organizations share similar values with EMU and
appeal to the same target demographic
Marketing Research Cont.
 ADCP & MBA Target Market:
Harrisonburg/Rockingham
Northwestern Virginia
Business/
Financial/
11,940
22,860
Administrative
There are approx. 34,000 individuals employed in the
business sector in Northwestern Virginia.
Only 27.2% of Americans over age 25 posses a bachelor’s
degree and less than 8% possess a master’s.
U.S. Bureau of Labor Statistics
Positioning Statements
 To working adults who need assurance that returning to school is
a good decision, EMU is a liberal arts university that provides a
caring and nurturing environment, encouraging you and
responding to your individual needs all the way to your
graduation day.
 To high school graduates who have volunteered with a
Mennonite organization, EMU is a liberal arts university with a
caring community that will support you as you transition to your
new role as a student and will continue to support you as you
prepare for your next service adventure.
 To working nurses seeking a BSN degree, EMU is a liberal arts
university that is not only a leader in healthcare education, but
also a flexible institution that understands how challenging it
can be to return to school while working.
Product Life Cycle Marketing
 EMU’s stewardship initiatives follow the Scalloped Pattern
 Stewardship is nothing new to us
 Periodically we realize once again how important this value is to our
organization and we ramp up our efforts anew
 Each one of these cycles is a new “Scallop”
Growth Volume
Product Life Cycle
101
81
61
Growth
41
21
1
Time
Marketing Intermediaries
 Parties such as:
 High school guidance counselors
 Local business HR departments
 Local Chambers of Commerce
 Mennonite service organizations
Can be excellent partners and can help us get the word out
about our programs at little cost.
Hybrid Channeling
• Will allow EMU to reach potential customers through their
preferred methods of contact
– Internet information allows access for those customers at a distance from
the EMU campus.
– Printed publications on specific programs can be made available at high
schools and workplaces applicable to that market segment.
– The Admissions department at EMU can be in direct contact with potential
customers to provide more specific information and answer questions.
– EMU can also host visitation dates where the public can visit the campus
and learn more about the programs offered.
Product Mix
 Education
 Specialization
 Differentiation
 Flexibility
Service Mix
 Education
 Personalization/Building on experiences
 Coproduction
Pricing
 Price Baseline
 Price Discrimination
 Pricing Value
 Incentive/Partnerships
Adaptive Learning
 New Product/Service Development
 Innovation Communication
 Adaptation
Adaptive Learning
 Expansion of Marketing
 Marketing Audits
 Creating the Future
Conclusion
Questions?