Marketing MCE

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Marketing MCE

• Presentation at MCE Conference
• April 5, 2005
• Valorie McAlpin, Associate Dean
• College of Agriculture Natural Resources

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Marketing MCE

• Format
• Why market? Whats in it for me?
• Challenges
• AGNR marketing committee
• Recommendations
• QA

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Why market?

• Greater visibility
• Improved organizational identity
• More resources
• Improved quality

(more)
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Marketing Tools

• Complimentary marketing items
• Marketing toolkit
• Searchable photo database
• Online CIT newsletter
• Wireless access

(more)
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Marketing Tools (cont.)

• SAM2
• Content XML
• Web conferencing
• Online experts list
• New homepage design

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(No Transcript)
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Challenges

• New way of thinking
• Branding
• Student recruitment
• Land-grant mission within UM
• New audiences for MCE

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AGNR Marketing Committee

• Membership and charge
• Definition of marketing
• Connecting to UM
• Findings of audit
• Recommendations
• Expected Outcomes

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Marketing CommitteeMembership

• Madeleine Greene, MEAFCS
• John Doerr, Academic Programs
• Caragh Fitzgerald, MACAA
• Theresa Queen, MCE Adm
• Lisa Dennis, MAE4-H
• Kat Harting, UMES
• Rob Cooper, Development
• Ellen Ternes, University Communications
• Pam Townsend, CIT
• David Ross, MESA

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Marketing CommitteeCharge

• Target audiences
• Strategies to market College
• Branding
• Resources
• Evaluation
• Define marketing

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Marketing CommitteeDefinition of Marketing

• A carefully formulated plan designed to bring
  about a voluntary exchange of values
• --Philip Kotler Non-Profit Marketing

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Marketing CommitteeConnecting to UM

• Linking MCE to UM
• UMES partnership

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(No Transcript)
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Marketing CommitteeFindings of Audit

• Define key message
• Promote strengths
• Redefine College image
• Target key constituencies
• Measure goals

(more)
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Marketing CommitteeFindings of Audit (contd)

• Commit staff and
• funding
• Develop annual comm plans
• Develop consistent identity

(more)
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Marketing CommitteeFindings of Audit (contd)

• Greater use of outsourcing
• Increase resources for mktg/media relations
• Promote wide commitment to mktg
• Strong endorsement from Dean

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Marketing CommitteeRecommendations

• Marketing committee endorses
• Better management of web content (Content XML)
• Improved faculty reporting system (SAM2)

(more)
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Marketing CommitteeRecommendations (contd)

• Solicit input from all level
• Make marketing a major priority
• Conduct market research study
• Plan major campaign
• Create new mktg/PR position(s)

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Marketing CommitteeExpected Outcomes

• Improved awareness and support
• Greater integration among units
• Improved image of AGNR
• Recognition of Brand
• Increased funding

(more)
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Marketing CommitteeExpected Outcomes (contd)

• Increased enrollment
• Expansion of MCE clients
• Improved programming
• Improved quality of life

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(No Transcript)
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What Can You Do to Help?

• QA