Masters of the EnvironmentUniversity of Colorado, Boulder

Gretchen Weigel, Hanna Schmitz, Wendy Samuels, Camille Geiderman, Michelle Levy

TABLE OF CONTENTS

◍ Summary pg. 4-6

◍ Situation Analysis pg. 7-9

◍ Brand Personality pg. 10-11

◍ Target Audiences pg. 12-15

◍ Research pg. 16-19

◍ Strategic Objectives pg. 20-22

◍ Execution pg. 23-32

◍ Schedule & Budget pg. 33-35

◍ Evaluation pg. 36

The future is here.

Be a part of it.

Introducing CU Masters of the EnvironmentCU Boulder introduces a new 18-month full-time, in-residence, interdisciplinary professional degree program. The program is focused on problem-solving and emphasizes collaboration, innovation, and application. We have constructed an approach to gain awareness of the program and establish it as a respectable and worthy investment. We seek to gain the enrollment of 20 students by the 2016 academic year.

EXECUTIVE SUMMARYThe environment is no longer the concern of just scientists and ecologists. The world’s focus has turned towards the environment, and this is creating a growing need for environmentally-savvy professionals. Currently, people looking to further their knowledge in these areas are turning to universities such as Duke, Michigan, Yale, and UCSB, all of which have established and nation-renowned environmental masters programs. The CU MENV program fills a regional gap and provides students with a more reasonable price-point. It has broad appeal and allows students of all academic backgrounds to advance in their professional field and shape the future of an up-and-coming program.

Students and young professionals are seeking a competitive edge. Current CU Boulder ENVS undergraduate students feel their is a disconnect between their education and post-graduation career development. They are seeking a more prominent focus on making these connections and securing a job that is both fiscally and psychologically rewarding. Similarly, young professionals in the field are looking to gain a competitive advantage over their colleagues to become the leaders of tomorrow. An environmental masters degree is incredibly valuable in today’s world, and provides the extra knowledge and skills necessary for success.

Real success requires “real world” experience. Students and young professionals looking to further their education are seeking a challenging, integrated, and experiential learning program. They want to obtain a practical and hands-on experience in the field. In working with other students of all academic backgrounds through MENV, students will gain exposure in the field and the tools to succeed in a diverse group dynamic. They will graduate the program with career opportunities in the public, private, and nonprofit sectors.

““As the nation’s and world’s focus on the environment

continues to grow, there is an ever-increasing demand for environmental science and

environment-related careers.”

Strengths

● Academically sound w/ professional approval (UCSB approved)

● Satisfies market need● Fills geographic void● Interdisciplinary approach with broad

appeal● Focused on experiential/place-based

learning

Weaknesses

● New program with no showcase of graduates’ success

● No established reputation● Students are not paid for required

internships● Negative connotations of Boulder (hippies,

weed, etc.)● Lack of funding

Opportunities

● Attract applicants from all academic backgrounds

● Emphasize market demand for environmental professionals

● Reach a different pool of applicants with price-point and location

● Highlight hands-on experience and ability to customize program

Threats

● Yale, Duke, Michigan, and UCSB have accredited programs with measurable success

● Competitors have greater budgets to attract applicants

● Competitors offers financial support● Competitors offer 5-year master’s

programs/dual degree programs

SITUATION ANALYSIS

BRAND POSITIONING

Expe

rien

tial

Le

arni

ngCl

assr

oom

Le

arni

ng

Broad Appeal

Background Specific

Aspire to be here

COMPETITOR ANALYSIS

● Provides scientific understanding of ecological/social systems that can be applied to policy and management

● Focus on leadership/management capacities through summer internships, professional skills courses, etc.

● Flexible curriculum allows students to tailor studies to specific career goals

CU’s Masters of the Environment has the opportunity to appeal to the broadest audience and provide the greatest degree of place-based learning.

● Teaches students how to analyze and manage natural environments for human benefit and ecosystem health

● Has natural science prerequisites that limit the applicant pool

● Foundation of multidisciplinary knowledge plus quantitative and analytical skills

● 12-unit group project serving as master’s thesis

● Develop a business model for a new product or service that addresses an environmental issue

● Projects are interdisciplinary and problem-solving experiences conducted by groups of master's degree students

● Team experience that approximates a future work environment

● Provide client organizations with solutions to complex environmental issues

BRAND POSITIONING STATEMENT

The Masters of the Environment appeals broadly to young professionals and recent graduates. It is an investment participants make now that will provide them with real-world experience, a competitive edge in their chosen career field, and the skill set to thrive in a “greener” world.

BRAND PERSONALITYMENV is a young and innovative leader. He does things differently and embraces environments that challenge the status quo. He pushes boundaries to achieve and grow both in his professional and personal life. He is a passionate leader who believes environmental action is paramount to the success of any company. He’s full of diverse experiences. He grew up in Crested Butte, Colorado skiing the slopes, has a passion for hiking, and is well-traveled (he spent his junior year of college studying abroad in Argentina). MENV spent the majority of his undergraduate education at Stanford in Palo Alto, California but has ventured back to where he belongs - Colorado. Currently, he works for Regenesis Management Group, a startup company that focuses on the efficient use of finite resources through proper diligence, integrity, and innovative techniques.

Ben RattrayCEO and Founder of Change.org

PRIMARY TARGET AUDIENCEWe are striving to reach driven young professionals coming from diverse academic backgrounds. These young professionals are fairly recent college graduates who have been in the workforce for one to three years. While they come from varying undergraduate disciplines, they maintain a pre-existing passion for the environment. They already “think green.” Consistent with the world’s shift to a more green outlook, we want our audience to believe that MENV will give them a competitive edge and will help them become leaders in their professional field. They are the future social entrepreneurs seeking to integrate environmentally-friendly practices into their careers, rather than be dominated by these practices. This is the ambitious and passionate young population that is eager to advance their career in a way that is consistent with the times. We want them to see MENV as providing skills that will be an advantage now and and a necessity in the future. They seek both profit and sustainability, and have a greater understanding of the importance of being environmentally-savvy than any generation before them.

CONSUMER TARGET PROFILE

Hometown: Kansas City, MOCurrent City: Denver, COBachelor’s Degree: Business Degree from Leeds School of Business - University of ColoradoCurrent Career: Operations Management at General EnterpriseInterests: Hiking, skiing, rock climbing, travelHis Friends Say He Is: Clear-headed, rational, determined, innovativeCareer Goals: VP of Operations Management at General EnterpriseSocially Active: Facebook, Twitter, Instagram

Kevin is a valuable asset in the managerial sector of of his company. He is passionate about sustainable business. However, he is searching for a competitive advantage in order to move forward in his career and stand out among other colleagues in the industry. MENV will give Kevin a leg up on advancing within the industry because he will gain knowledge of the environment and an understanding of how to incorporate this knowledge into corporate industries.

MEET KEVIN WRINGLE

CONSUMER TARGET PROFILE

Hometown: Denver, COCurrent City: Salt Lake City, UtahBachelor’s Degree: Communications Degree from the University of UtahCurrent Career: Communications at a Salt Lake City based tech startup Interests: Camping, cookingHer Friends Say She Is: Good-natured, persuasive, enthusiastic, and a natural leaderCareer Goals: Government communicationsSocially Active: Facebook, Twitter, Instagram

Hilary has been working for three years since graduation. While she is satisfied with her career and is passionate about communication, she wants to take her career to the next level. She has a pre-existing concern for the environment, and feels passionate about a greener future. To advance in her career, she needs to broaden her skills and gain more experience. Hilary is seeking a greater degree of passion and purpose, and sees MENV as a way to fulfill these goals.

MEET HILARY GARRETT

SECONDARY TARGET AUDIENCE In addition to our primary target audience, we seek to engage with graduating students at the University of Colorado. In pulling from our research and tapping into our first hand knowledge, we are aware that many CU students are unsure of what they will be doing after graduation. With their plans for the future undefined, many students are experiencing anxiety or uneasiness, and are seeking direction. MENV, with its broad and inclusive approach, has the potential to provide direction for some of these students and increase their value to future employers. Because of our vast knowledge of this group and the ease of reaching them without allocating resources best spent elsewhere, we propose generating awareness and encouraging enrollment among this population. We want CU students to know and understand MENV as a viable option for their future plans, and a worthy investment in their careers.

PRIMARY RESEARCH

We conducted our own research to understand who MENV should target, and why a specific type of person would enroll in MENV. To do so, we administered a survey via SurveyMonkey and disseminated it to students and young professionals at the University of Colorado and in other regions of the country, primarily the Midwest and California. Questions gauged students’ interest and concerns regarding graduate school programs, the environment, and career development.

Additionally, we did personal interviews with three environmental studies students at UCSB and three young professionals to gain a more in-depth understanding of our survey results and our audience’s beliefs. Questions pertained to the participants’ futures, their understanding and thoughts on program benefits, and the motivating factors for enrollment.

PRIMARY RESEARCH

Respondents expressed excitement about being part of a new program where they had the opportunity to shape the future of the program and customize aspects of it to their interests and career goals.

PRIMARY RESEARCH

Some respondents were deterred from post-secondary education. In general, these respondents felt “burnt out” from school or could not justify a graduate degree as a worthy investment.Concerns included:◍ Cost to benefit ratio

○ “Limited gains and potential opportunities for employment in relation to how much it costs”

○ “Unnecessary in my field at this time…”○ “I don’t have a need for it right away”○ “Is it actually worth my time and money?”

◍ Desire work, not school○ “Need experience before more school”○ “I don’t want to go through more school”○ “Can’t do more education right now …”

Based on our findings, young professionals are a better target than soon to be graduates because (1) they have more money for school and (2) they are not as burnt out from their undergraduate schooling. Hone in on “real world” experience to position the program as a different educational style than an undergraduate degree and a worthy investment.

SECONDARY RESEARCHMarket need for environmental professionals◍ Quick search of Indeed.com returns over 13,000 job

announcements with “sustainability as search term and 40,000 with “environmental manager” (MENV)

◍ Median income of those with a master’s is 38.3% higher than those with bachelor’s (U.S. News)

◍ Environmental Specialists job outlook 2012-2022 - 15%, which is faster than the average (Bureau of Labor Statistics)

Value of experiential learning ◍ Scholars at Pennsylvania State University claim, “[this]

sort of learning is undertaken by students who are given a chance to acquire and apply knowledge, skills and feelings in an immediate and relevant setting” is proven effective

◍ “This type of experiential learning could naturally align with a contemporary career and technical education and/or agricultural education program, which prepare students for advanced level occupations in the workplace or postsecondary education” (Penn State)

STRATEGY

Informative - position MENV as a worthwhile investment now that will translate to later career success. Hone in on 3 key attributes:1. Broad appeal2. Worthy investment3. Real-world experienceAs a new program seeking to gain awareness and enrollment, the advertising campaign must, first and foremost, inform the audience. We propose communicating this information in a way that is sure to reach the primary target audience and is compatible with their lifestyle habits is key to achieving the goals of the campaign.

MEDIA OBJECTIVES1. To gain enrollment from 20 students, primarily

derived from in-state (13 in-state, 7 out-of-state)

2. To bring awareness of the MENV program to primary and secondary markets

3. To position program as an innovative, respectable, and worthy investment for people of all academic backgrounds interested in advancing their professional goals through place-based environmental learning

Primary Audience:Our target audience of young professionals spend the majority of their days in the office. Whether it be to their laptop computers or mobile phones, they are constantly connected to technology. Their days are busy, but they still manage to continually check their email inboxes and browse the web. Although they are engaged in media during the day, they are not always receptive to brand messages during these hours. The best times to reach this particular audience is during their transit or in the comforts of their own homes. Their evenings are spent relaxing watching television on online video-streaming sites such as Netflix, Hulu, or HBO Go or catching up on their favorite reads on online magazine and news platforms. They regularly check their social media sites, the dominant being Facebook.

Secondary Audience:Our secondary audience of upperclassmen at CU belong to the Millennial generation. These young adults were raised during the .com revolution and are the first generation to adopt the smart-phone at an early age. Similar to the young professionals audience, they spend much of their day connected to technology. The majority own a personal laptop computer, which allows them to be easily connected to the web throughout the day. They are heavy Facebook users and take brand recommendations from their friends seriously. Social media is important to them, as is their regular internet use. In addition, many of these students come from states other than Colorado, which means when school is not in session, they typically travel back to their home-state.

AUDIENCE MEDIA HABITS

OOH - DIADenver International Airport is the fifth busiest airport in the country with monthly impressions totaling over 12 million. Many of these impressions come from Frequent Flyers who are over two times more likely to complete a postgraduate degree. DIA acts as the country’s layover hub reaching markets from all over the country, as well as Colorado residents.

E-blastsE-blasts are a great, free way to reach our secondary audience of CU students. These offer a variety of marketing benefits, as they can be sent out on a same-day schedule, require minimal effort, can be highly personalized, are environmentally-friendly, and, best of all, are completely free.

MEDIA TACTICS

DisplayDisplay offers a highly targeted, affordable way to reach both the primary and secondary audiences. It is a great alternative to print media as our target audience prefers to read their news online. Your competitors are putting out high dollars in this medium, so it is essential that you are seen there too.

Facebook Facebook is an essential way to cost-effectively target specific groups of highly engaged users on both desktop and mobile devices. When these ads are applicable to their audience, they are likely to get more likes, comments, and shares. When a user engages with our ad it is likely their network will see this ad too.

DENVER INTERNATIONAL AIRPORTDenver International Airport is the fifth busiest airport in the country and thirteenth busiest in the world. This US layover hub sees monthly impressions totaling over 12 million and annual impressions of over 147 million. The airport draws from key markets across the country such as Atlanta, Chicago, Dallas, Fort Worth, Las Vegas, Los Angeles, Minneapolis, Phoenix, Seattle, Salt Lake City, and San Francisco.

Concourse B is the ideal terminal to reach our primary target market. It hosts United Airlines and US Airways, two airlines heavily used by business professionals. This concourse alone hosts 1,795,676 domestic passengers and 87,594 international passengers monthly. Many of these travelers are considered “Frequent Flyers,” who are over two times more likely to complete a postgraduate degree. Frequent Flyers are also heavily involved in continued education. This specific concourse offers a variety of media placements, from back-lit dioramas to concourse video walls. In order to see the greatest amount of impressions for your dollar, we recommend placing your media within the concourse video walls. These placements offer a :10 static or moving spot within a :60 loop. Your media would see a 100% visibility rating among those passengers arriving in Concourse B.

In addition to reaching those young professionals who are frequent travelers, this medium will reach out-of-state CU students who travel home to see their families when school is not in session.

CONCOURSE VIDEO WALLS

● :10 spot in :60 loop● Located on the soffits

above the center core in Concourse B

● Seen by 100% of arriving passengers in Concourse B

12,403,132monthly impressions

100%visibility

147,157,806annual impressions

FACEBOOK ADS

Why Facebook Ads?

Reach. Facebook’s average reach is 89%, and allows businesses to set budgets and create ads to reach their target market.Personalization. Ads on Facebook are shown to specific groups of highly engaged people on desktop and mobile. Facebook allows businesses to target by location, demographics, interests, behaviors, and connections.Engagement. Ads are not only shown, but engaged with via likes, comments, and shares. This provides credibility and expands the audience.

FACEBOOK ADS

Recommendations for selecting from Facebook’s targeting options to reach primary and secondary audiences:Demographics: Age 21-25, male & female, education level of college graduate or higherInterests: Higher education, business, management, politics & social issues, outdoor recreationBehaviors: Charitable donations (environmental and wildlife), television and online media users

SOCIAL PRESENCE

Twitter - @CUMENV ● Tweet out program info● Application and enrollment

deadlines● Direct to website

Instagram - @cumastersenv● Engage for awareness and enrollment● Once program is established, use

Instagram to showcase student internship experience

● Direct to website

Facebook - Masters of the Environment● Create Facebook page to engage with

and update audience● Provide more detailed program

information than other platforms● Direct to website

DISPLAY

Display offers a highly targeted, affordable way to reach both your primary and secondary audiences. Keeping in mind that your target audience is naturally “green” and prefers to read their news online, it is a great alternative to print media. Your competitors are putting high dollars towards this medium, so it is essential that you are seen there, too. In one month alone, the Bren School of Environmental Science and Management at the University of California, Santa Barbara spent $15,100 in display advertising. These display ads will be seen where your target markets live online. Because these ads will be placed strategically and, ideally your audience will be clicking through, paying cost-per-thousand rather than cost-per-click will allow you to save dollars in the long-run. Display also offers very minimal creative boundaries, meaning these ads could contain rich media, allowing for a further click-through from your audience.

DISPLAY

Placed within online news sites such as ColoradoBizMagazine.com

PUBLIC RELATIONS

We recommend using public relations techniques such as e-blasts, press releases, etc. to generate awareness and establish the program’s recommendation. This will be especially useful in informing current students about the program and sparking buzz in local markets.

SCHEDULE

June

July

Aug.

Sept.

Oct.

Nov.

Dec.Jan.

Feb.

OOH E-BLASTS FACEBOOK DISPLAY

March

April

*Maintain a strong social media presence throughout campaign lifespan

SCHEDULE REASONING

Reaching people at the right time is essential to a campaign’s success. Strategically planning when the right time is to reach our target audience requires an in-depth analysis on our audience’s media habits, as well as our media platforms’ performance. In order to reach our target audience with a limited budget, we need to be strategic with each platform.

The OOH at Denver International Airport allows us to reach a significant number of impressions over a short period of time. Placing it during the month of September will allow us to reach our audience during a time of transition. Our proposed timeframe is the beginning of the academic year, which for many, is marked by consideration of future plans. If we expand the budget, we propose running the ad through the holidays (November/December) when travel is heavy.

We recommend that e-blasts are sent during similar times of transition to current CU Boulder students, many of whom are worried about their post-graduation plans. We propose sending a greater number of e-blasts to environmental studies students who, according to our research, have the greatest interest in the program.

Facebook is a heavily used media by our target audience. It is critical to remain present, engaged, and relevant in this media year-round.

In addition to their daily Facebook use, young professionals are always browsing the internet. Strategically placing display ads will reiterate to young professionals that MENV is a viable option for career advancement.

DIA - OOH MEDIA MIX + BUDGET

$7,000$7,000 per 6-week period

DISPLAY $2,500CPM: $0.50For 5,000,000 impressions

FACEBOOK $500

PUBLIC RELATIONS

$0

EVALUATION

Based on projected impressions

Impressions and click-through-rate

Impressions and click-through-rate

Impressions and click-through-rate

DIA - OOH

E-blasts

Facebook

Display

We want to create brand awareness that causes consumer engagement and ultimately results in student enrollment.

With this in mind, we are concerned with impressions and click-through-rates within our mediums. The impressions serve as a metric for brand awareness and the click-through-rates show engagement and consideration. The final evaluation will come with number of applicants and by number of enrollments.

Thanks!

Any questions?

You can find us at:Element Branding

(513)407-1339gretchen.weigel@colorado.edu

*Element Branding’s plansbook was chosen by MENV as the strongest of four campaign proposals. Many of our recommendations and creative executions will be implemented by MENV in the coming months.

RESEARCH SOURCES

http://www.usnews.com/education/best-graduate-schools/articles/2011/06/27/understand-the-value-of-a-graduate-degree

http://www.bls.gov/ooh/Life-Physical-and-Social-Science/Environmental-scientists-and-specialists.htm

http://nicholas.duke.edu/

http://environment.yale.edu/

http://www.lsa.umich.edu/pite

http://www.es.ucsb.edu/

http://scholar.lib.vt.edu/ejournals/JCTE/v25n2/pdf/clark.pdf

https://www.surveymonkey.com/s/8PHLBBQ