Marketing Strategies for CTEM Programs

During the summer of 2001, a marketing plan for CTEM programs was developed. Since that time, specific strategies have been tasked out to a variety of CTEM personnel and support staff.

This document is an update of CTEM's Marketing Plan to be implemented during the 2003-4 academic year.

Target market one: high school students.

1. Presentations to related classes, career fairs and college night activities. Using college ambassadors and student teachers, deliver program and college specific presentations.

Responsible : Associate Dean-Programs, Program Directors, CTEM Faculty, Marketing Specialist
Resources needed : Travel dollars
Timeline for implementation : Fall 2003-4, continuous

2003-4 Activities: Target specific programs that need an increase in enrollment, specifically, Graphic Communications Management, Manufacturing Engineering, Engineering Technology, and Telecommunication Systems.

2. Program marketing materials. Develop a mailing list of high school teachers using Stout Solutions and the mailing list from the Engineering & Technology Career Day. Systematically distribute program information in the form of brochures, post cards and web site information. Send letters to prospective students at various stages of enrollment: pre-enrollment, pre ACT/SAT career profile ACT/SAT career profiles, application, and acceptance and follow up (Access names from Admissions).

Responsible : Associate Dean-Programs, Marketing Specialist
Resources needed: $2000 annually for mailings; dedicated staff position for managing mailing list and updating program marketing materials (print and internet)
Timeline for implementation : Fall 2003-4, Teachers - September, Prospective Students - September 1

2003-4 Activities: Conduct a direct mail campaign to high school teachers and prospective students. Develop a web card for CTEM programs.

Special Events Marketing

3a. Student organization conferences. This includes DECA, VICA, and the High Mileage Vehicle competition. Increase promotion and visibility of all programs at these conferences .

Responsible : Associate Dean-Programs, Program Directors, CTEM Faculty, Marketing Specialist
Resources needed: Funding to support, including clerical assistance for these events.
Timeline for implementation : Continuous

2003-4 Activities: Annual DECA, VICA and High Mileage Vehicle Competitions

3bEngineering & Technology Career Day

Responsible : Associate Dean-Programs, Program Directors, CTEM faculty, Marketing Specialist
Resources needed: cost recovery, clerical assistance for these events
Timeline for implementation: November and February of each year

2003-4 Activities: November event targets juniors and seniors in high school. February event targets freshmen and sophomores in high school.

4. Foster relationships with national associations and organizations to elevate the national profile of Stout and its programs.

Responsible : Associate Dean-Programs, Program Directors, CTEM Faculty, Marketing Specialist
Resources needed: Funding to support travel
Timeline for implementation : Fall 2003-4

2003-4 Activities: Encourage all CTEM faculty to access and participate in professional development activities

Target market two: technical/two-year college graduates

5. Participation in open houses, career fairs and student organization activities offered at technical colleges and universities.

Responsible : Associate Dean-Programs, Program Directors, CTEM Faculty, Marketing Specialist
Resources needed : Travel dollars
Timeline for implementation : Fall 2003-4

2003-4 Activities: Support will be provided for program directors and staff to participate in these activities.

6. Program marketing materials. Develop a mailing list of technical college instructors. Systematically distribute program information in the form of brochures, post cards and web site information.

Responsible : Associate Dean-Programs, Program Directors, Marketing Specialist
Resources needed : $1000 annually for mailings; dedicated staff position for managing mailing list and updating program marketing materials (print and internet)
Timeline for implementation : Fall 2003-4

2003-4 Activities: Have program directors identify technical college instructors that teach in related fields for a mailing list of technical college instructors.

Target market three: returning adult and graduate students

7. Direct mail to technical college graduates, 3-5 years after graduation. This includes promotional and informational pieces at targeted industries and businesses.

Responsible : Associate Dean-Programs, Marketing Specialist, Graduate School
Resources needed: $250 annually for mailings; dedicated staff position for managing mailing list and updating program marketing materials (print and internet)
Timeline for implementation : Fall 2003-4

2003-4 Activities : Conduct direct mail campaign in March 2004.

8. Complement university promotional efforts, emphasizing degree completion opportunities.

Responsible : Associate Dean-Programs, Program Directors, CTEM Faculty, Marketing Specialist

Resources needed : Travel dollars
Timeline for implementation : Fall 2003-4

2003-4 Activities: Participate as needed and as identified opportunities arise.

9. Increase presence in local, regional and state professional associations related to undergraduate degree completion and graduate programs (e.g. ASTD, SME, AMA, etc .)

Responsible : Associate Dean-Programs, Program Directors, CTEM Faculty, Marketing Specialist
Resources needed : Travel and professional development dollars
Timeline for implementation : Fall 2003-4

2003-4 Activities: Program directors and faculty will participate in a variety of professional conferences and college recruitment fairs.

10. Print advertisements used for specific programs targeting degree completion opportunities .

Responsible : Associate Dean-Programs, Program Directors, Marketing Specialist
Resources needed : Advertising expenses/budget
Timeline for implementation : Continuous

2003-4 Activities: Print media will be used for degree completion programs.

Target market four: secondary & postsecondary educators and business partners

11. Encourage and facilitate professional association membership for all CTEM faculty. Connect memberships with majors.

Responsible : Associate Dean-Programs, Program Directors, CTEM Faculty, Marketing Specialist
Resources needed : Travel dollars
Timeline for implementation : Continuous

2003-4 Activities: Encourage all CTEM faculty to access and participate in professional development activities.

12. Increase technical faculty involvement with graduate programs including advisement and thesis advising.

Responsible : Associate Dean-Programs, Graduate School , Marketing Specialist, Department Chairs
Resources needed : None
Timeline for implementation : Fall 2003

2003-4 Activities: Meet with Graduate Program Directors to identify curricular areas needing additional graduate paper advisement.

13. Invite secondary and postsecondary educators and business partners' involvement in program advisory committees .

Responsible : Associate Dean-Programs, Program Directors, Faculty, Marketing Specialist
Resources needed : None
Timeline for implementation : Continuous

 2003-4 Activities: Continue to upgrade and expand advisory committee membership

Target market five: graduates of CTEM programs

14. Develop and maintain a positive relationship among alumni. This includes feature articles in the Stout Alumni News, CTEM presence at alumni reunions and professional conferences related to the majors, and participation in program advisory committees and recruitment activities.

Responsible : Dean, Associate Deans, Program Directors, CTEM Faculty, Stout Alumni Association, Marketing Specialist
Resources needed : Travel dollars, Mailings, Money for alumni gatherings, Training & Development and Technology Education
Timeline for implementation : Fall 2003

2003-04 Activities: Training and Development Conference and Technology Education Conference will include sponsored alumni gatherings.

15. Invite graduates back to campus to serve as mentors for students.

Responsible : Deans, Program Directors, CTEM Faculty, Marketing Specialist & Stout Alumni Association
Resources needed : None (time)
Timeline for implementation : Continuous

2003-4 Activities: Currently informal mentoring occurring in some programs.

Target market six: employers of CTEM program graduates

16. Foster positive relationships with employers through periodic newsletters, annual reports and utilization of graduate follow up studies.

Responsible : Associate Dean-Programs, Program Directors, CTEM faculty, Planning & Placement Office, Marketing Specialist
Resources needed : Printing costs, time, travel
Timeline for implementation : On hold due to limited resources

2003-4 Activities: On hold due to limited resources

17. Invitations to serve as program partners through advisory committees and recruitment activities, guest speaking, and co-op/internship site development.

Responsible : Dean, Associate Deans, Program Directors, CTEM Faculty, Marketing Specialist
Resources needed : None (time)
Timeline for implementation : Continuous

2003-4 Activities: Continuous activity that is informal and unstructured.

18. Establishment of program scholarships and endowments.

Responsible : Dean, Associate Deans, Program Directors, CTEM Faculty & Stout Foundation
Resources needed : Travel dollars, Mailings
Timeline for implementation : Fall 2003-4 (CTEM Capital Campaign)

2003-4 Activities: Program directors and faculty will support the efforts of the CTEM Capital Campaign.

Target market seven: internal stakeholders

19. Involve faculty in program operation through program committees, curriculum development, student mentors and recruitment strategies.

Responsible : Dean, Associate Dean-Programs, Program Directors & CTEM Faculty, Marketing Specialist
Resources needed : None
Timeline for implementation : Continuous

2003-4 Activities: This type of activity exists and varies by program.

Target market eight: parents

20. Involve parents in program orientation throughout processes from pre- enrollment through graduation.

Responsible : Associate Dean-Programs, Program Directors, Dean of Students, Admissions, University Relations, Marketing Specialist
Resources needed : Newsletters and Mailing Expenses
Timeline for implementation : On hold due to limited resources

2003-4 Activities: On hold due to limited resources

21. Communicate with parents via university and college media.

Responsible : Dean, Associate Dean-Programs, Program Directors, Dean of Students, Admissions, University Relations, Marketing Specialist
Resources needed : Newsletters and Mailing Expenses
Timeline for implementation : On hold

2003-4 Activities: On hold due to limited resources

Strategies to Reach Target Markets Include

1. Revisiting and commitment to the mission of Stout and CTEM by internal and external stakeholders.
2. A universal belief in the value of and for CTEM programs, courses and faculty.
3. Upgrading of all promotional pieces used by each program, including brochures, flyers, letters, and most importantly, program web sites.
4. A systematic process for submitting press releases, continually work with university relations to obtain media coverage throughout the year.
5. A systematic and consistent process to communicate with students and parents throughout the student's relationship with UW-Stout and CTEM programs. This includes communication strategies from pre-enrollment through graduation.
6. Resources to accommodate professional development and research opportunities and activities for the faculty.

1. In Progress
   1. MS Manufacturing Engineering Program
   2. Computer Engineering Program
2. Program Development Ideas For Discussion
   1. Certificate in Supply Chain Management
   2. Certificate in 6-Sigma Green Belt
   3. Fire Safety
   4. Other