Objective 4.2.3 Strategies and Benchmarks
4.2.3 The Office of Public Information will develop and implement an annual marketing plan, including a web component. Revisions will be predicated on available market research and enrollment trends.
Prior to the beginning of each fiscal year, the Office of Public Information will put together a twelve-month marketing plan for the year ahead. This plan will integrate the following:
- The communications vehicles included in 5-year marketing plan, as described in 4.2.1.
- All University publications included in 4.2.2
- Use of the UMA website
- Earned media efforts
- Paid media efforts
- The UMA Advocacy Network
- Special Events and collateral materials
The annual marketing plan will be developed by the Office of Public Information in close consultation with the President's Office and related departments, most especially the Department of Admissions. Once finalized, the plan will be shared with the President's Staff for feedback and review.