MARKETING THE BSBABy: Elizabeth O’Connor, Kaari Pursell, Daphne Fiske & Andrea Donovan

Executive SummaryWe are proposing to implement a marketing plan that will promote the new BSBA degree.

Our marketing plan will increase SOM awareness and draw in more potential students seeking a business degree.

Agenda

Executive Summary Situational Analysis Marketing Objectives Marketing Program Financial Projections Monitoring and

Control Conclusion

Market Research:Survey Results

60% said they knew 1-3 Alumni.

“How did you hear about Simmons?”

Word of Mouth

Data Analysis and Findings

Focus on more direct advertising and interaction

Stray from campus life, “women’s college” to appeal to all students

Include key selling points: academics, location, size

Product Analysis: BSBA

The BSBA is 1 of 2 Women’s Colleges with AACSB Accreditation

Market Data

9,907 Women enrolled in accredited business programs in MA

#1 area of interestfor Women

14 AACSBAccredited business schools out

of over 50 colleges in Boston

AACSB Accredited Undergraduate BSBA Competitors

Simmons vs. Competitor Average

43%

100% $34,350

$39,866

1829

13:111:1

Women in Business Degree

Cost of tuition

Average Class Size Faculty : Student Ratio

Marketing Objectives

1. Increase Awareness of U.G. Business ProgramMarket directly to high school studentsIncrease social media presence

2. Introduce Potential Students to the SOMIncrease interaction with high school studentsRecruit high school students from leadership

and management organizations in the Boston area

School of ManagementPoints of Difference

Led by successful women with 84% female faculty

Builds empowerment helping students find her “voice”

Diversity, principled leadership, ethics, sustainability and entrepreneurship

Uses service learning to teach principled leadership and demonstrate how business contributes to the vitality of the community

Marketing Program: Product Strategy

The main feature of the BSBA degree is that it is the most prestigious Business Degree one can obtain.

The benefit of implementing this degree is that it will attract more students to the undergraduate Simmons School of Management.

Marketing Program: Distribution Strategy

Make information more available about the BSBA and School of Management

Actively seek high school seniors that show interest in management and possess

leadership qualities

Marketing Communications Strategy

1. Increase Social Media Presence

Why Social Media? 42 million women in the U.S. routinely

use social media56% 55% 50%

68% of students use social media to research potential schools 55% said they used Facebook

Informational Video Youtube Educational Channel

38% of students used social media as a resource for deciding where to enroll

http://www.youtube.com/watch?v=GsToAha2sKw

Informational Video Clip

Marketing Communications Strategy: QR Codes

Appeals to target Market High School women

48% of QR Code users are between the ages of 18-34

Statistics from MGH Survey,2011

Marketing Communications Strategy: QR Codes

Brochures with QR code

Scans to a video for HS women to watch

Placed in the SOM and High Schools throughout MA

Distributed to local organizations and at local events

2. Introduce Potential Students to the SOM

DECADECA prepares emerging leaders and entrepreneurs in

marketing, finance, hospitality and management in high schools and colleges around the globe.

185,000High school members in 5,000 schools, across 50 states and 9 countries

2,500 members in Massachusetts

Nearly 450 high school members already own their own businesses

DECA

Partnership with DECA

Implementation strategy Send selected SOM students to attend the

Mass. State Career Development Conference of 2014

SOM Exhibitor Booth at the Expo of the conference Drive brand impressions Distribute brochures on the BSBA Degree Promotional items

SOM pens, lanyards Answer questions and discuss positive

experiences of the SOM and Simmons College

Host a competitive event for the conference

Girl Scouts Overview

Girl Scouts describes selling cookies as a business. Simmons College currently has connections with Girl

Scouts. 53% of all women business owners are former Girl

Scouts

“When a Girl Scout sells you cookies, she's building a lifetime of skills and confidence. She learns goal setting, decision making, money management,

people skills, and business ethics—aspects essential to leadership, to success, and to life”

Expand Partnership with Girl Scouts

Implementation Plan:Girl 2 Senior Leadership ConferenceManagement Liaison Rep’s

Financial Assumptions and Key Points

Past FutureTuition Per Credit $1042 3% Increase / Yr% of Returning Students

85% 90%

Full-Time/Part-Time Ratio

91:9

Credits Allocated to SOM

40% 50%

Assistant Professor Salary

$72,000 2% increase / Yr• New classes will be taught by assistant professors• Part-Time students average 16 credits/yr• Full-Time students average 32 credits/yr

*ROOM AND BOARD NOT INCLUDED*

Estimated Changes Directly Related to Marketing the BSBA

• 20-22 new average students per class• 3% increase in total undergrad population

• 35% increase in MGMT population

Estimated Marketing Cost

$13,000 Includes brochures, Simmons promotional

paraphernalia, DECA event costs How we cut costs!

Piggyback off current partnerships Use MGMT Liaison as SOM reps! Work-Study position to oversee social

media pages

Moving Forward Measure success through increase in

incoming School of Management Students

Continue interaction with potential students Create a SOM mentoring club

ConclusionOur marketing plan will:

Increase awareness of the school of management through social media interaction and direct face-to-face

marketing.