Objective 4.2.1 Strategies and Benchmarks
4.2.1 In consultation with the President’s and Provost’s staffs and based on the goals of the strategic plan, the Office of Public Information will develop a five-year comprehensive marketing plan, which will include publications, marketing, media relations and web design and maintenance.
UMA has several key stakeholder groups:
- Students
- Prospective Students
- Faculty and Staff
- Alumni
- Senior College
- Community Friends and Key Decision Makers, and
- the General Public.
An effective Marketing Plan for the University must successfully communicate with each stakeholder group. To develop such a plan, the Office of Public Information first undertook the following exercise for each group:
- Established specific goals and objectives for each stakeholder group that aligned with the overall strategic plan;
- Identified messages that would best achieve those goals and objectives for each stakeholder group;
- Examined current communication vehicles to see if we were adequately reaching each stakeholder group with the appropriate messaging;
- Adjusted or eliminated current communication vehicles and created new communications vehicles as needed to ensure an effective mix of media to reach each stakeholder group with the appropriate messaging.
From this exercise a new blueprint for a long-term and comprehensive Marketing Plan was developed. This blue print will be revisited at least once per year at the beginning of each calendar year to explore making adjustments as needed. The review will begin first with an internal analysis by the Office of Public Information, and then presented to the President’s Staff for feedback and approval.