This was a marketing communications plan I developed for the School of Nursing at UConn.

1. A Marketing and Communications Plan
February 12, 2008
University of Connecticut
School of Nursing
Goals
Communicate a sense of excitement and confidence about
our mission.
Be perceived as preeminent Nursing School in New
England; one of the top 25 nursing schools in the nation.
Attract candidates from outside of New England.
Attract a younger graduate student.
Attract more Master’s candidates.
Target recruitment of PhD candidates to support and
advance ongoing research with the School.
Build the proportion of honors-caliber students in the
undergraduate program.
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2. Situational Analysis
We Have Many Strengths
The SON Is Vastly Under Celebrated
We have enormous resources in our faculty and staff.
We produce leaders in the field of nursing.
We hold strong partnerships with our clinical sites, offering students a wide
range of clinical opportunities.
Our program is unique because it offers a strong grounding in philosophy .
Our leading researchers are experts in their respective fields.
The Honors program is expanding.
The MbEIN program is expanding and growing, helping to stem the nursing
shortage.
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3. Masters / PhD Programs
Those who attend Masters/PhD info sessions typically decide
to come to UConn.
The PhD program is a success.
Our PhD graduates are highly sought after and graduate having
funded research and having had their work published.
Our program is unique in its emphasis on both qualitative and
quantitative research.
Unique Offerings
The Thomas Dodd Research Library retains the research
library of Virginia Henderson, the First Lady of Nursing.
Urban Service Track is a one-of-a-kind program nationally
We have the largest collection of nursing artifacts in the State
of Connecticut, and one of few in the country.
We can offer undergrads the larger UConn experience and all
that that brings (athletic events, social life etc).
Our Baccalaureate Program has a strong liberal arts
foundation.
The DNP program is a 1st in the State of Connecticut.
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4. Room to Grow
Our Weaknesses are our Opportunities
Lack of Diversity
Older Graduate Student
No Data
Lack of diversity among graduate student
population. Lack of students from outside New
England and the US impacts the student experience.
Older student. The average age of our PhD students
is 54; average age is 45 for Master’s students.
Difficulty attracting practicing nurses to teaching due
to lower salaries available in Academia.
We do not collect useful data on prospective
students.
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5. Great Reputation
Not Enough Faculty
Below Average Recruitment
Perception among faculty and staff that the SON has a
well-regarded reputation, yet there is no empirical data
to support that reputation.
Lack of enough faculty causes the SON to turn away
qualified undergrads.
Low turn-out at Master’s/PhD structured info
sessions.
Media Relations
Lackluster media relations program.
Personnel loss of Beth Krane at University
Communications creates inconsistent effort.
Any consistent media relations program must be
initiated at the SON. Not enough manpower at UC to
do what is needed.
We have leading experts in their respective research
fields, yet we gain minimal press associated with these
research efforts.
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6. Program Literature
Many current brochures present partially redundant
information.
Production quality is substandard and doesn’t adequately reflect
the quality of the programming and resources the SON offers.
Inconsistent packaging.
Little content which ties the program offerings together to
show connections, or to reinforce continuing scholarship.
Currently no umbrella piece which talks about the SON and its
unique qualities.
No faculty promotion, one of this institutions greatest assets.
Printed program literature at this time not utilized by the
faculty; perceived to be “useless” or used only at info fairs.
Faculty find content of printed brochures becomes dated
quickly.
No visual vehicle to help a student determine how the
programs connect for continuing study.
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7. Interior /Exterior Signage
Temporary paper sign with faculty/staff and their
respective room numbers doesn’t reflect an
institution of our history or stature.
Unless you approached the building from one
direction, you wouldn’t necessarily know what
building you’ve just entered.
Bulletin boards should be developed with a theme in
mind and refreshed quarterly at a minimum.
Operations
Heavy reliance on student workers to support a
growing faculty base.
Low morale among many staff and faculty due to
administrative inefficiencies caused by the large
student worker administrative staff.
Relationships between faculty and staff and between
staff and the Dean need to be strengthened.
Everyone must feel invested in the School’s success in
order to be successful.
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8. Strategies
1:1 Marketing
Internal Communications Precedes
External Communications
Before launching an external communications
program, focus on an internal communications.
Everyone, especially leadership, needs to be pointed in
the same direction.
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9. Be Proud of What the SON Offers
Train faculty and staff to project a sense of confidence
in the future of the SON and to know why we are unique.
All touch points with current and prospective students
should show pride and quality.
Show pride in alumni and their accomplishments.
Use alumni and current students to market School
(testimonials).
The audience dictates where, when, and how
content is delivered to them
A shift from inward-focused to outward-focused
communication
A shift from raising awareness to building
relationships
A shift from announcing our brand to sharing
ownership of our brand
A shift from developing content to using content
your audience formulates.
Marketing is about engagement.
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10. Expand Awareness
Promote and expand awareness of the clinical
experience of our Masters Faculty.
Promote and expand awareness of the research
experience of our PhD Faculty.
Expand awareness of the SON’s innovative
programming.
Program Literature
Solidify program literature and eliminate redundancies.
Develop literature is useful and easy to update.
Ensure all literature is representative of the diverse
populations we seek to attract.
Consider developing a brochure specifically for
recruiting men in nursing.
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11. Promote our History while
Embracing the Future
Embrace technology wherever possible in marketing
efforts both with prospective students and alumni.
Give more prominence to the Dolan Collection and
the research archives at the Dodd Center both
internally and externally.
Tactics
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12. Data Collection
Build a SON database.
Use database for marketing informational sessions and
other events electronically.
Upgrade web site to capture data.
Create content of interest to prospective students.
More Than Eye Candy
A great web strategy facilitates community with
prospective students and others.
Part of this facilitation depends on the site’s ability to
gather data on each person that accesses the site so
future communications can be customized, not merely
personalized
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13. Web Site
Use technology tools that allow for easier
dissemination of information.
Upgrade web site to better communicate clinical and
research expertise of faculty by adding expanded bio-
sketches about each faculty member.
Build community with blogs, online student diaries.
Upgrade “About us” section of the web site to include
information about what makes the SON unique and
desirable.
Personalize Interactions
Anyone can create a site that remembers a first
name, but it is more effective to gather data so an
automated response isn’t just a “Dear Dave”
but…
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14. Dear Dave….
“We understand that you are interested in our BS
to PhD program. Here are the names of three
alumni who went through this program at the
SON. They would love to speak with you
about their experiences at UConn. In fact,
Cheryl Beck is involved in the same research
area you have shown interest and will send you
an introductory email in the next two days.”
Attracting A Younger Grad Student
Anyone under the age of 30 processes information
differently than you and I.
They are online, watching TV, flipping through a
magazine, talking on a cell phone, and studying –
successfully!
They are able to process things in parallel and
simultaneously.
We have to recognize we have a radically different
person out there than in the past.
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15. Add Video
Six out of 10 high-speed Internet users either watch or
download online video content at least once a week.
As much as 86 percent do so on a monthly basis,
according to a new study by Horowitz Associates.
December 31, 2007
Attract Students Beyond CT
To Increase Diversity
Develop narrated “video tours” to be placed on web
site.
Web site should be reviewed for opportunities to keep
it a fresh, renewing media vehicle.
Web is designed for video, for interactivity. Maximize
these opportunities.
Add an RSS feed on nursing issues and allow for
subscription from our web site. Use information
gleaned for electronic marketing.
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16. Technology – Use it!
Expand technology tools for marketing purposes.
Attendees must register for Webinars in order to
access (another opportunity for data collection).
Add box to web site to advertise upcoming Webinars
on various topics.
Increase the number of Masters/PhD sessions using
technology tools to minimize travel.
Develop An Electronic Presence
Create Dean’s blog and other blogs for our primary
researchers. Focus commentary on the content for
which we are known.
Investigate the use of Wikis as a tool for students to
collaborate remotely on projects
Promote technology tools to reinforce how easy we
make it for students to study nursing.
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17. Centers of Excellence
Reorganize programs into “Centers of Excellence” to
give some structure to professional tracks.
Shift reliance on print medium to the web.
Any pieces that are printed should be of higher
production value and have longer shelf life.
The Missing Piece
• Create a high level branding piece which speaks about
the soul, the history of the SON and which establishes
our “Centers of Excellence.”
• Develop more sophisticated packaging for program
literature.
• All program materials will direct students to web site
for detailed information.
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18. Reinforce Continuing Education
Program materials should easily show continuity of
programs to promote continuing scholarship.
Streamline number of programs where appropriate.
Details of programs should be available only on the
web site.
Reduce number of clicks needed to reach information.
K.I.S.S
Create pocket sized “fact cards” on each Center of
Excellence, showing individual tracks available within
each to hand out at fairs.
All cards will direct reader to web site for detailed
information.
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19. Be in the Company of Winners
Create a piece highlighting the SON’s outstanding
alumni over the years.
Become comfortable with name dropping.
Incorporate testimonials in all literature where
appropriate.
Create a “wall of honor” of alumni.
Media Relations
Establish relationships with media outlets at strategic
locations throughout the state and regularly communicate
with them.
Schedule Dean visits with key editors to begin to forge
relationships.
Begin to establish the SON as the “nursing experts” in the
state.
Constantly comb media for opportunities where Dean or key
researchers can contribute commentary on important issues
of the day.
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20. Market Research
Expand statistical and reporting information for the
SON to aid in promoting its strengths.
Conduct primary research with current students to
determine vehicles they used to evaluate nursing
programs.
Advertising
As database is created, begin to use electronic
communication to build 1:1 relationships with
prospective Masters/PhD students.
Create regular correspondence that contains pertinent
information relative to their field.
Consider social networking sites as vehicles for
promoting the SON story.
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21. Operations
People are this institution’s greatest asset.
Create an administrative structure that fosters a team
atmosphere of equality by faculty and staff. There is no
limit to what can be accomplished when everyone feels supported
and works collaboratively towards the same goal!
Consider appointing an operations “chief” who is
responsible for overseeing to ensure efficiency.
Address Morale Issues – Build A Team
Take immediate steps towards improving internal
communication between the Dean’s office and staff.
Give staff an opportunity to get to know Anne as a person
while becoming more familiar with her strategic vision.
Take advantage of any opportunities to bring faculty and staff
together such as receptions for new faculty.
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22. Conclusion
A focused differentiation
Target communications leveraging our data
Expand promotion of our strengths and unique
qualities
Increase efforts to recruit the “right” type of student
Expand and build the SON community through
continual engagement using customer focused
marketing.
The Result…
The SON will distinguish
itself and build on its
reputation and unique
strengths.
It will maintain an ongoing
dialog with its students,
alumni and donors that is
based on THEIR interests
and is cultivated through
numerous touch points
with the School.
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23. The School will create
new opportunities to
differentiate itself, so
that students will have a
compelling reason for
why they should choose
the University of
Connecticut School of
Nursing.
The SON will attract a younger Master’s/PhD
candidates through new media.
The SON will actively recruit outside of CT and
among underrepresented populations to
increase the diversity of its graduate student
population.
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24. Alumni will have a compelling reason why they should
support this institution because
It is forward thinking.
It is focused.
It is on its way to becoming the preeminent public
institution in New England for nursing education and one
of the top 25 nursing schools in the nation.
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