For this project, teams were tasked with creating a cohesive integrated marketing plan for a live client. Our client was Western Washington University’s Marketing Program. The client wanted to know how to target both current students and alumni to engage with the program throughout their undergraduate experience, and then again as they become alumni working in the professional setting.

This project was a part of MKTG 483 Integrated Marketing Communications (IMC) at Western Washington University. Course description below:

• Covers the different types of marketing communications and how to integrate them into a coherent IMC plan: advertising (media and creative strategies), sales, promotion, public relations, direct marketing, event sponsorship, brand placement, internet advertising, search engine optimization, web site design, and viral communication tactics (e.g., social networks, user-generated content). Emphasis is on ‘new media’ and Web 2.0 strategies. Students develop a comprehensive IMC plan for an existing or invented product or service.

Phase 1: Market Research

In this report, we had to analyze two separate markets. The first, current university students and the second, alumni of a university. We wanted to understand the differences between university students, alumni, as well as where and how to reach them. Highlights below:

• Among adults we saw that the best way to reach them would be through their phone or on social media.

• Current students are very confused and often become anxious when they need to select what major to focus on.

• You may find about 82% of alumni-aged adults 30-49 years old active on social media.

During phase 2 of the project we performed STP analysis of both of our target markets. We wanted to better understand our target market (students and alumni), their segments, and the similarities and differences between the two groups. Segments listed below for each group:

Phase 2: STP

WWU Students can be segmented into three groups

• Undeclared students - WWU students who are currently not declared in a major. These are all students who have the potential to be a marketing major.

• Marketing pre-majors - students who have not completed the CBE foundation courses. These students must be at Sophomore level that meet the academic requirements. They may only enroll in foundation courses and core classes while at pre—major status.

• Marketing majors - students who are currently declared and accepted into the Marketing Program. They have completed their foundation courses and are qualified to take Marketing 381/382 (Consumer Behavior and Market Research) along with other marketing electives.

WWU Alumni can be segmented into three groups

• Alumni 0-5 years - recent grads of the Marketing Program. They are most likely to have the most recent connections to the program.

• Alumni 5-10 years - started their professional careers and are professionals at mid-level titles. These alumni have more disposable resources than alumni 0-5 years out, as well as more available time than older alumni.

• Alumni 10+ years - least immediate connection to the Marketing Program. They are established in their careers and are more likely to be in executive roles. These alumni most likely have the most disposable income, however, may not have as much available time as younger alumni.

Phase 3 - Integrated Marketing Plan

After conducting Market Research and an STP analysis on the two target markets, our group chose a few Marketing Program events that engage both students and alumni, and created a cohesive integrated marketing plan to involve both segments and increase engagement across both markets.