After months of research, planning and analysis, Tennessee Tech University's first-ever integrated marketing plan was recently approved.
The plan is available for review on-line at www2.tntech.edu/news/2001plan.htm or is accessible via the Growthchart website.
"The marketing plan describes what will be done to promote awareness about Tennessee Tech University and its program offerings through the end of the fiscal year and provides an explanation of some of the problems and concerns these actions are designed to address," explains TTU Marketing Director Alisa Frazier.
In preparing the research-based plan, Frazier relied upon findings from the Student Satisfaction Inventory conducted by Noel Levitz in 1999, a 1996 geodemographic analysis by Creative Communications of America, population statistics and demographic information from the U.S. Census Bureau and Tennessee Tech's own enrollment data.
The plan includes an executive summary, details of the university's situational or SWOT (strengths, weaknesses, opportunities, threats) analysis, and information about TTU's market position, competitors, target markets, strategies and tactics.
In the best interests of the university, detailed information regarding how individual tactics will be implemented does not appear in the published plan. However, specifics regarding how these tactics will be employed as well as a timeline for their implementation, are available from the university's marketing director.
The plan was developed using an eight-step process that began with a review of the university's mission statement and included setting enrollment goals and marketing objectives.
The plan will be revised annually to adjust to changing circumstances in the economy, the population and the higher education marketplace.
"The effectiveness of individual tactics will also be continually evaluated along the way," adds Frazier. "As noted in the preface of this year's plan, a marketing plan is similar to a medical treatment plan in that it must be reviewed periodically to see what's working and what isn't."
Updates on marketing activities and actions will also appear in future issues of Growthchart.
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