Gradute Program Marketing Strategyv2

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PR
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OG
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Allyson
More
Cedric M head
obley
Theresa
Bedoya
MICA is stuck in
1950s marketing
1940
Production
and Sales Era
Just build it, they
will buy it.
MICA
1960
1990
Marketing
Department Era
Marketing
Company Era
We can convince
them to buy
anything
We have to build
products our
customers want
2010
Relationship
SelfMarketing Era Marketing Era
Lets build a
lifelong
relationship
with our
customers
Ill decide what I

want for myself,
thank you.
Baby Steps
2012
REACTIONARY
Build
programs
without
knowing if a
market exists
and no plan to
reach the
market
2012-2013
MANAGEABLE
Build programs
without
knowing if a
market exists
but with a plan
to reach
whatever
market exists
2013
PROACTIVE
Build
programs with
a natural
market or
institutional
purpose and a
funded plan to
reach them
Marketing vs.
Recruitment vs.
Advertising
Marketing = attracting the target

audience and increasing inquiries
Recruitment = engaging the pool of
inquires to convert to applicants
Admission = evaluating and accepting a
class that meets quality and enrollment
goals
Advertising is one of many marketing
tools, not outcome
4
Marketing vs.
Earned Media
Marketing is primarily
executed through PAID
media, in which you
control the message and
placement
Earned media (public
relations and press) is
generated through the
interest of a third-party,
and almost totally
outside of your control
(but not influence).
Control Credibility
Effectiveness
2012 Marketing
Goals
Build awareness of new programs

Set applications baseline
Increase applications for all programs
Maintain overall prestige
2012 Marketing
Phases
Step 1: Strategy Agreement

A.
B.
Step 2: Budget Development

A.
B.
C.
Communications meetings with Admission

Communications/Admission meetings with program
directors
Marketing Director/Admission cost research and budget
recommendation
VP presentation
Final allocation
Step 2: Design and Messaging

Step 3: Execution
Step 4: Measurement and Reporting
7
Marketing
Toolkit
B C D
Advertising BenchmarksCyber
Print ads
Online
display ads
Measurem
ent
Analysis
Search
marketing
Social
targeting
Behavioral
tracking
Email
marketing
Direct mail Events
Print, USPS
mailing
Enhanced
participatio
n in select
conference
s and
related
events
Marketing
Toolkit
Lists
Association- Lists of members of

organizations.
Most reliable but hardest to get. Moderate
Price.
Magazine- Subscribers to magazines.
Very reliable and easy to get. Expensive.
Compiled- Information about someone based
on an extrapolated construction by a
company.
Least reliable but easiest to get. Generally
inexpensive.
9
Target Market
Studen
ts
MARKETING IS INEXACT
Professio
nals
To reach
our target
We
must
miss our
target
10
Analysis:
Inquiries vs.
Apps
A high number of inquiries normally (but not

always) predicts a high number of applications.
900
800
700
600
500
400
GOAL
300
INQUIRIES
200
100
0
11
Marketing
Analysis:
Apps vs. Admits
250
200
150
100
APPLICATIONS
ADMITS
50
12
Marketing
Analysis:
Admits vs. Goal
We want admits to be much higher than
goal.
30
25
20
15
ADMITS
10
INQUIRIES
13
Marketing
Analysis:
Admits vs. Goal
PROGRAM
Rinehart
Photographic and
Electronic Media
Graphic Design
Hoffberger
Illustration Practice
Teaching
Mt. Royal
Business of Art and
Design
Social Design
Studio Art
Art Education
Community Arts
Critical Studies
Information Visualization
Curatorial Pracitice
Design Leadership
ADMITS AS % OF GOAL
200%
160%
147%
133%
133%
131%
124%
120%
120%
118%
117%
100%
100%
100%
90%
90%
14
Analysis:
Applications
Trends
Maintenance Needed
Even some long-standing programs are seeing a decrease or
leveling off of applications
10 vs '12
Percent
Increase/ Increase/
Decrease Decrease
PROGRAM
2010
2011
2012
Photography
86
56
64
-22
-26%
Hoffberger
217
219
189
-28
-13%
Mt. Royal
221
239
212
-9
-4%
Graphic Design
226
196
219
-7
-3%
Studio Art
67
51
68
1%
Rinehart
64
72
73
14%
Teaching
38
48
45
18%
Art Education
14
11
22%
15
Crowded
Competitive
Landscape
Growth in number of competitors
necessitates continued marketing
expenditures
Art 2012
Studio Art 2005 Studio
San Francisco School of the Arts
Northwest College of Art

No competitors Pacific
Art Institute of Boston/Lesley College
Massachusetts College of Art
University of the Arts (UARTS)

BARD
School of Visual Arts
Art Institute of Chicago
Vermont College of Fine Art
16
Marketing Plans
New or challenged programs have

individualized marketing plans
Visibility for established programs is
maintained through clusters
17
Individualized Plans:
New and Challenged Programs
Social Design (MA)

Illustration Practice (MA)
Curatorial Practice (MFA)
Community Arts (MFA)
Critical Studies (MA)
Art Education (MA)
Teaching (MA)
Studio Arts (MFA)
Business of Art and Design (MPS)
Design Leadership (MA/MBA)
18
Grouped Plans:
Program Clusters
DESIGN
Social Design (MA)

Graphic Design (MFA)
Illustration Practice (MFA)
Information Visualization (MFA)
BUSINESS APPLIED
Design Leadership (MBA/MA)

Business of Art and Design (MPS)
Information Visualization (MPS)
FINE ARTS
Hoffberger School of Painting

Mount Royal School of Art
Photographic and Electronic Media (MFA)
Rinehart School of Sculpture
Studio Art (MFA)
EDUCATION
Art Education (MA)

Teaching (MAT)
COMMUNITY/SOCIAL ENGAGEMENT
Social Design
Community Arts
Curatorial Practice
ART RELATED
Critical Studies
Curatorial Practice
19
Individualized
Plans
20
SOCIAL DESIGN (MA)

Competitors

(MFA in Social
Innovation Design
MA in Product of
Design)
Parsons
Pratt
RISD
Carnegie Mellon
Competitive
Landscape
Competitive
Advantage
Immersive
Multidisciplinary
Project based
1 year with fellowship
opportunity
Faculty in residence
Bottom up top down
Embedded relationship
in the community
21
SOCIAL DESIGN (MA)

Students: Disciplines
Advertising
Anthropology
Architecture
Art History
Fine Arts
Graphic Design (w/Liberal Arts, Social
Science Minors optional)

Social Sciences (w/Graphic Design
Minors optional)
Media Studies
Political Science
Sculpture
Social Psychology
Visual Communications
Professionals: Careers
Social/Community
Professionals
Film Makers
Publication Managers
Marketing Managers
Communication Managers
Social Entrepreneurs
Graphic Designer
Web Designer
Photographer
Studio Artist
Architect
Industrial Designer
Market Analysis
2012
Applications
20
12
Admits
120%
10
Admits as a % of goal:
Inquiries since Jan.
2011:
242(825= Hoffberger)
Market Size Estimation
Large
Moderate
Go
Small
22
SOCIAL DESIGN (MA)

Marketing Tool Category
FY13 Itemized Overview
Breakdown
32%
37%
12%
19%
Budget
Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Quarterly Breakdown
$16,000.00
Qtr.1
Qtr.2
Qtr.3
Qtr.4
Total
Ads:Print
$0
$0
$0
$0
$0
Ads:Online
$4,275
$3,500
$3,500
$1,500
$12,775
DirectMail
$5,134
$0
$2,500
$0
$7,634
Events
$0
$5,000
$0
$0
$5,000
Search
Marketing
$5,000
$5,000
$2,500
$2,500
$15,000
Total
$14,409
$13,500
$8,500
$4,000
$40,409
$14,000.00
$12,000.00
$10,000.00
$8,000.00
$6,000.00
$4,000.00
$2,000.00
$0.00
Jun, July, Aug
Sep, Oct, Nov
Dec, Jan, Feb
Mar, Apr, May
23
ILLUSTRATION
PRACTICE (MFA)
Competitors

SCAD
Academy of Art
University
Univ. of Hartford
MCAD
Fashion Institute of
Technology
Competitive
Landscape
Competitive Advantage
Entrepreneurship training, focus on

the intersection of business and art
Immersive experience
Responsive to changing markets and
technologies
Interdisciplinary
Embraces existing Illustration
practices while integrating new
markets, technologies, partnerships
and networks
24
ILLUSTRATION
PRACTICE (MFA)
Academic: Disciplines
Art & Design
Studio Arts
Graphic Design
Graphic Arts (Printmaking, poster designers)
Illustration
Communications
Mixed Media Arts
Applied Arts Majors
Market Analysis
2012
Applications
67
Admits
16
160%
10
2011:
Book, Poster, Editorial Illusrators
Graphic Designers
Art Directors
Publishers, Book Artists
Concept Artist and Visual Developers
Multimedia Artist
Freelance Illustrators
Greeting Card Illustrators
Advertising Illustrators
Digital Illustrators
Large
Moderate
Go
Small
25
ILLUSTRATION
PRACTICE (MFA)
Breakdown
28%
19%
Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
39%
14%
Budget
Quarterly Breakdown
$18,000.00
Qtr.1
Qtr.2
Qtr.3
Qtr.4
Total
Ads:Print
$0
$0
$0
$0
$0
Ads:Online
$6,414
$5250
$2,625
$1,500
$15,789
DirectMail
$5,692
$0
$0
$0
$5,692
Events
$0
$7,500
$0
$0
$7,500
Search
Marketing
$3,500
$3,500
$1,500
$2,500
$11,000
TotalSpend
$15,606
$16,250
$4,125
$4,000
$39,981
$16,000.00
$14,000.00
$12,000.00
$10,000.00
$8,000.00
$6,000.00
$4,000.00
$2,000.00
$0.00
Jun, July, Aug
Sep, Oct, Nov
Dec, Jan, Feb
Mar, Apr, May
26
CURATORIAL
PRACTICE (MFA)
Competitors
University of Illinois at
Chicago
California College of the
Arts
University of Southern
California, Roski School
of Fine Arts
Bard
Ontario College of Art
and Design
Goldsmiths, London
SAIC
Competitive
Landscape
First MFA program

Social engagement focus
Immersive, practical experience
Team projects
Explores new methods of exhibition
presentation
A commitment to providing multicultural perspectives to diverse
audiences
Execute a major exhibition
collaboratively with artists and
community representatives
27
CURATORIAL
PRACTICE (MFA)
Market Analysis
2012
History
Collection Manager
Art History
Art Writer
Museum Studies
Curator
Museology
Corporate Curator
Art & Design
Curatorial Consultant
Photo & Video
Art Historian
Fine Arts
Museum Administrator
Applied Arts
Art Gallery Staff

Art History minors
Community Arts Organizer

Curatorial BAF (Moore
Community Arts
College)
Administrator
Humanities/Art History
College faculty
minor
Non-profit management
Liberal Studies/Art History
Museum Educator
minor
Social Sciences/Art History
minor
Critical Studies /Art History
minor
Applications
13
Admits
90%
10
2011:
Large
Moderate
Go
Small
28
CURATORIAL
PRACTICE (MFA)
Breakdown
25%
53%
22%
Quarterly Breakdown
$12,000.00
$10,000.00
$8,000.00
$6,000.00
$4,000.00
$2,000.00
$0.00
Budget
Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Qtr.1
Qtr.2
Qtr.3
Qtr.4
Total
Ads:Print
$0
$0
$0
$0
$0
Ads:Online
$4,191
$3,177
$3,177
$2,001
$12,546
DirectMail
$5,182
$0
$0
$0
$5,182
Events
$0
$0
$0
$0
$0
Search
Marketing
$1,500
$1,500
$1,500
$1,500
$6,000
TotalSpend
$10,873
$4,677
$4,677
$3,501
$23,728
29
COMMUNITY
ARTS (MFA)
Competitors
Portland State
Otis College of Art &
Design
California College of the
Arts
California State
University, Monterey
Bay
University of Oregon
Syracuse University
Competitive
Landscape
First in the nation MA foundation

Immersive, real world experience
MICA PLACE
Established community relationships
Social justice and civic, youth, and
community development
30
COMMUNITY
ARTS (MFA)
Market Analysis
2012
Studio Arts
General Arts Majors
Arts Discipline with Liberal Arts Minor
Liberal Arts Major w/ Arts Minor
Social Science Major w/Arts Minor
Art Major w/ Social Science Minor
Political Science
Visual Arts
Urban Studies (Arts Concentration)
Urban Architecture & Design w/ Arts
Minor
Criminal Justice w/ Arts Minor
Art Professor
Art Teacher
Art Therapist
Illustrator
Graphic Designers
Liturgical Artist
Photographer
Studio Artist
Theater Artist
Arts Administrators
Community Artist/Organizer
Applications
23
Admits
16
100%
16
2011:
Large
Moderate
Go
Small
31
COMMUNITY
ARTS (MFA)
Breakdown
31%
14%
40%
15%
Quarterly Breakdown
$14,000.00
$12,000.00
$10,000.00
$8,000.00
$6,000.00
$4,000.00
$2,000.00
$0.00
Budget
Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Qtr.1
Qtr.2
Qtr.3
Qtr.4
Total
Ads:Print
$0
$0
$0
$0
$0
Ads:Online
$4,730
$2,625
$2,625
$1,500
$11,480
DirectMail
$4,434
$0
$0
$0
$4,434
Events
$0
$4,000
$0
$0
$4,000
Search
Marketing
$2,500
$2,500
$2,500
$1,500
$9,000
TotalSpend
$11,664
$9,125
$5,125
$3,000
$28,914
32
CRITICAL STUDIES
(MFA)
Competitors
SAIC
(SVA)
PNCA
Pratt
CCA
California Institute of
the Arts (CalArts)
University of Southern
California: Roskie school
Competitive
Landscape
Customized degree plan

1 year program
Creative immersion
Faculty mentors
Prepare for doctoral study
Creative environment
33
CRITICAL STUDIES
(MFA)
Market Analysis
2012
Museum Administrators
Critical Studies (H)
Freelance Writers
Cultural Studies (H)
Antiques Dealers
Philosophy (M)
Art & Estate Appraisers
Art & Design (H)
Independent Film Producers
Art History (H)
Art Conservationist
Media Studies (M)
Art Gallery Owners
Visual Arts (H)
Government Agencies
Popular Culture (H)
English (M)
(FBI Art Crime Division, State
Liberal Studies (M)
and Local Art Councils)
Comparative Literature (H)
History (M)
Humanities (H)
American Culture
Architecture
Popular Culture
Gender Studies
Film/Cinema Studies
Art History Minors
Applications
Admits
8
8
100%

2011:
48(825= Hoffberger)
Large
Moderate
Go
Small
34
CRITICAL STUDIES
(MFA)
Breakdown
15%
44%
16%
26%
Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Quarterly Breakdown
$10,000.00
Budget
Qtr.1
Qtr.2
Qtr.3
Qtr.4
Total
Ads:Print
$0
$0
$0
$0
$0
Ads:Online
$4,191
$3,177
$3,177
$2,001
$12,546
DirectMail
$3,640
$0
$3,640
$0
$7,280
Events
$0
$4,500
$0
$0
$4,500
Search
Marketing
$1,050
$1,050
$1,050
$1,050
$4,200
TotalSpend
$8,881
$8,727
$7,867
$3,051
$28,526
$9,000.00
$8,000.00
$7,000.00
$6,000.00
$5,000.00
$4,000.00
$3,000.00
$2,000.00
$1,000.00
$0.00
Jun, Jul, Aug
Sep, Oct, Nov Dec, Jan, Feb Mar, Apr, May
35
ART EDUCATION (MA)

Competitors
RISD
School of the Art
Institute of Chicago
(SAIC)
Boston University (BU)
Moore College of Art
Corcoran College of Art
and Design
University of Florida
SCAD
Competitive
Landscape
Uniquely hybrid- online/ low-residency

Strong studio component
Research training
Convenient schedule for the working
professional
36
ART EDUCATION (MA)

Professionals:
Careers
Practicing and
certified art teachers
over 2 years
experience in
elementary, middle,
high school and
community colleges.
Market Analysis
2012
Applications
11
Admits
7
6
117%

2011:
Large
Moderate
Go
Small
37
Budget
ART EDUCATION (MA)

Breakdown
21%
30%
8%
19%
22%
Quarterly Breakdown
$20,000.00
$18,000.00
$16,000.00
$14,000.00
$12,000.00
$10,000.00
$8,000.00
$6,000.00
$4,000.00
$2,000.00
$0.00
Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Qtr.1
Qtr.2
Qtr.3
Qtr.4
Total
Ads:Print
$918
$1,836
$0
$0
$2,754
Ads:Online
$3,114
$1,125
$1,125
$1,125
$6,489
DirectMail
$2,154
$3,500
$0
$0
$5,654
Events
$0
$10,000
$0
$0
$10,000
Search
Marketing
$2,000
$2,000
$2,000
$900
$6,900
TotalSpend
$9,779
$18,461
$3,125
$2,025
$33,390
38
TEACHING (MAT)
Competitors
SAIC
RISD
Pratt
Teacher's College at
Columbia University
MassArt
VCU
Towson University
Competitive
Landscape
Learner centered
Studio based
Context sensitive
Longer internships/more experience
Look at artwork at thesis show
Making interdisciplinary connections
Time to develop studio practice as
well as teaching skills
39
TEACHING (MAT)
Market Analysis
2012
Art & Design
Studio Arts
Arts Discipline with Liberal Arts Minor
Fine Arts
BA with substantial studio arts credits
Career changers with
experience in visual arts or

design
Designers
Fine Artists
Applications
*29
21
Admits
131%
16
2011:
166
(825=
Hoffberger)
* Highly dependent on applications from

MICA students in BFA/MAT track
Large
Moderate
Small
40
Go
Budget
TEACHING (MAT)
Breakdown
28%
43%
29%
Quarterly Breakdown
$12,000.00
$10,000.00
$8,000.00
$6,000.00
$4,000.00
$2,000.00
$0.00
Ads: Print
Ads: Online
Direct Mail
Events
Qtr.1
Qtr.2
Qtr.3
Qtr.4
Total
Ads:Print
$0
$0
$0
$0
$0
Ads:Online
$3,114
$3,000
$3,000
$1,500
$10,614
DirectMail
$3,747
$3,500
$0
$0
$7,247
Events
$0
$0
$0
$0
$0
Search
Marketing
$2,000
$2,000
$2,000
$900
$6,900
TotalSpend
$9,779
$13,461
$3,125
$2,025
$24,761
41
STUDIO ART (MFA)

Competitors
San Francisco School of

the Arts
Pacific Northwest
College of Art
Art Institute of
Boston/Lesley College
Massachusetts College
of Art (MassArt)
University of the Arts
(UARTS)
BARD
Art Institute of Chicago
Vermont College of Fine
Art
Competitive
Landscape
Research based interdisciplinary

/multidisciplinary program
Integrated art practice with critical
theory
Low residency
Dedicate MICA faculty mentor
Team teaching approach
Summer residences on Mica campus
for four summers
Exposure to numerous visiting artists
and scholars
Dedicate individual studios available
24/7 during residencies
Availability of range of school
resources such as digital labs,
woodshops, sculpture studios
42
STUDIO ART (MFA)
Market Analysis
2012
Practicing artists
Certified teachers
Non-certified teachers in
private high schools
Community college
teachers
BFA graduates (2 years
experience)
MA graduates
Applications
37
13
Admits
118%
11
2011:
Large
Moderate
Go
Small
43
Budget
STUDIO ART (MFA)

Breakdown
28%
43%
14%
15%
Quarterly Breakdown
$16,000.00
$14,000.00
$12,000.00
$10,000.00
$8,000.00
$6,000.00
$4,000.00
$2,000.00
$0.00
Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Qtr.1
Qtr.2
Qtr.3
Qtr.4
Total
Ads:Print
$0
$0
$0
$0
$0
Ads:Online
$5,964
$3,000
$3,000
$1,500
$13,464
DirectMail
$4,875
$0
$0
$0
$4,875
Events
$0
$4,500
$0
$0
$4,500
Search
Marketing
$2,500
$2,500
$2,500
$1,250
$8,750
TotalSpend
$13,339
$10,000
$5,500
$2,750
$31,589
44
BUSINESS OF ART
AND DESIGN (MPS)
Competitors
CCA
Parsons
Savannah College of Art
& Design
Pratt
Design Sponge
American Craft
Small Business
Administration
Certification Programs
Small Business Centers
Competitive
Landscape
Online
Just over one calendar year
Brief residencies
No other small business program for
artists
45
BUSINESS OF ART
AND DESIGN (MPS)
Market Analysis
2012
Art & Design Majors w/Business
Admin Minors
Advertising
Business Administration w/Art &
Design Minors
Creative Writing
Architecture
Graphic Design
Illustration
Applied Arts
Fine Arts
Music
Professionals:
Careers
Theater Production
Graphic Designers
Art Entrepreneurs
Business Owners
Visual Artists
Architects
Illustrations
Musicians
Theater Production
Music Production
Writers
Professional Crafters
Industrial and Product Designers
Freelancers
Applications
31
Admits
24
120%
20
2011:
Large
Moderate
Go
Small
46
BUSINESS OF ART
AND DESIGN (MPS)
Breakdown
33%
7%
36%
23%
Quarterly Breakdown
$25,000.00
Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Budget
Qtr.1
Qtr.2
Qtr.3
Qtr.4
Total
Ads:Print
$0
$0
$0
$0
$0
Ads:Online
$7,578
$4,000
$4,000
$4,000
$19,578
DirectMail
$7,996
$0
$4,500
$0
$12,496
Events
$0
$4,000
$0
$0
$4,000
Search
Marketing
$5,000
$5,000
$5,000
$3,000
$18,000
TotalSpend
$20,574
$13,000
$9,000
$7,000
$54,074
$20,000.00
$15,000.00
$10,000.00
$5,000.00
$0.00
47
INFORMATION
VISUALIZATION
Competitors
Berkley School of
Information
Mississippi State
Stanford HCI Department
Carnegie Mellon Univ.
Graphic Design
Georgia Tech, Graphics
Visualization and Usability
Center
Univ. of Michigan School
of Information
University of New
Hampshire Data
Visualization Lab
UCLA, Design/Media
Competitive
Landscape
Online
Just over one calendar year
Brief residencies
No other program like it
Art approach as opposed to computer
science
48
INFORMATION
VISUALIZATION (MPS)
Students:
Disciplines
Art & Design
Advertising
Graphic Design
Marketing
Engineering
Statistics
Economics
Urban Planning
Architecture
Business
Administration
Information
Science/Computer
Science
Science/Bio Medical
Journalism
Industrial and Product
Design
Information
Technology
Information
Visualization/
Data Visualization
Information Graphics
Market Analysis
2012
Map Makers
Data Administrators
Graphic Designers
Marketers
Urban Planners
Visualization Scientists
Industrial Engineers
Architects and Drafters
Industrial Designers
Art Directors
Statisticians
Freelancers
Military
Information Graphics
Manager
Government (Civilian &
Contractors)
Applications
11
Admits
10
100%
10
2011:
Large
Moderate
Go
Small
49
INFORMATION
VISUALIZATION (MPS)
Breakdown
32%
15%
30%
23%
Quarterly Breakdown
$18,000.00
$16,000.00
$14,000.00
$12,000.00
$10,000.00
$8,000.00
$6,000.00
$4,000.00
$2,000.00
$0.00
Budget
Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Qtr.1
Qtr.2
Qtr.3
Qtr.4
Total
Ads:Print
$0
$0
$0
$0
$0
Ads:Online
$4,275
$4,275
$4,275
$1,500
$14,325
DirectMail
$6,452
$0
$4,500
$0
$10,952
Events
$0
$7,500
$0
$0
$7,500
Search
Marketing
$4,500
$4,500
$4,500
$2,250
$15,750
TotalSpend
$15,227
$16,275
$13,275
$3,750
$48,527
50
DESIGN LEADERSHIP
(MBA/MA)
Competitors

(MFA in Social
Innovation Design
MA in Product of
Design)
Parsons
Pratt
RISD
Carnegie Mellon
Competitive
Landscape
Dual degree nature

Only Design Leadership MBA/ MA
Research university/art college
partnership
Flex MBA content can be taken at 3
different campuses
Heterogeneity of cohort
51
DESIGN LEADERSHIP
(MBA/MA)
Advertising
Marketing
Communications
Architecture
Engineering
Finance
Economics
Business Administration
Fashion
Information Science/Computer
Science
Industrial and Product Design
Information Technology
Graphic Design
Digital & Media Design
Advertisers
Marketers
Entrepreneurs
Non Profit Professionals
Sales Managers
Financial Professionals
Business Managers & Directors
Architects
Designers
Management Consultants
Engineers
Project Managers
Market Analysis
2012
Applications
43
Admits
18
90%
20
2011:
98(825= Hoffberger)
Large
Moderate
Go
Small
52
DESIGN LEADERSHIP
(MBA/MA)
Breakdown
32%
8%
33%
27%
Quarterly Breakdown
$18,000.00
$16,000.00
$14,000.00
$12,000.00
$10,000.00
$8,000.00
$6,000.00
$4,000.00
$2,000.00
$0.00
Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Budget
Qtr.1
Qtr.2
Qtr.3
Qtr.4
Total
Ads:Print
$0
$0
$0
$0
$0
Ads:Online
$5,275
$5,275
$5,275
$2,775
$18,600
DirectMail
$5,501
$5,501
$4,500
$0
$15,502
Events
$0
$4,500
$0
$0
$4,500
Search
Marketing
$4,500
$5,000
$5,000
$5,000
$18,000
TotalSpend
$15,276
$15,276
$9,775
$4,275
$56,602
53
Cluster
Plans
54
Budget
for Cluster
DESIGN
Graphic Design (MFA) Illustration Practice (MFA) Information
Visualization (MFA) Social Design (MA)

Breakdown
12%
41%
47%
Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Quarterly Breakdown
$25,000.00
Qtr.1
Qtr.2
Qtr.3
Qtr.4
Total
Ads:Print
$5,034
$14,812
$10
$0
$19,856
Ads:Online
$3,000
$3,000
$1,500
$15,000
$22,500
DirectMail
$0
$0
$0
$0
$0
Events
$0
$0
$0
$0
$0
Search
Marketing
$1,500
$1,500
$1,500
$1,500
$6,000
TotalSpend
$9,534
$19,312
$3,010
$16,500
$48,356
$20,000.00
$15,000.00
$10,000.00
$5,000.00
$0.00
Jun, Jul, Aug Sept, Oct, Nov Dec, Jan, Feb Mar, Apr, May
55
Budget
for Cluster
BUSINESS APPLIED
Business of Art and Design (MPS) Design Leaderships (MBA/MA)
Information Visualization (MFA)

Breakdown
16%
25%
59%
Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Quarterly Breakdown
$30,000.00
$25,000.00
$20,000.00
Qtr.1
Qtr.2
Qtr.3
Qtr.4
Total
Ads:Print
$0
$21,734
$0
$0
$21,734
Ads:Online
$3,000
$3,000
$1,500
$1,500
$9,000
DirectMail
$0
$0
$0
$0
$0
Events
$0
$0
$0
$0
$0
Search
Marketing
$1,500
$1,500
$1,500
$1,500
$6,000
TotalSpend
$4,500
$26,234
$3,000
$3,000
$36,734
$15,000.00
$10,000.00
$5,000.00
$0.00
Jun, Jul, Aug
Sep, Oct, Nov Dec, Jan, Mar Apr, May, Jun
56
Budget
for Cluster
FINE ARTS
Hoffberger School of Painting Mount Royal School of Art
Photographic and Electronic Media (MFA) Studio Art (MFA)
Rinehart School of Sculpture

Breakdown
20%
50%
30%
Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Quarterly Breakdown
$14,000.00
$12,000.00
Qtr.1
Qtr.2
Qtr.3
Qtr.4
Total
Ads:Print
$0
$8,155
$7,072
$0
$15,227
Ads:Online
$3,000
$3,000
$1,500
$1,500
$9,000
DirectMail
$0
$0
$0
$0
$0
Events
$0
$0
$0
$0
$0
Search
Marketing
$1,500
$1,500
$1,500
$1,500
$6,000
TotalSpend
$4,500
$12,655
$10,072
$3,000
$30,227
$10,000.00
$8,000.00
$6,000.00
$4,000.00
$2,000.00
$0.00
Jun, Jul, Aug
57
COMMUNITY AND
SOCIAL ENGAGEMENT
Budget
for Cluster
Social Design Community Arts Curatorial Practice
Breakdown
22%
46%
33%
Ads: Print
Ads: Online
Direct Mail
Events
Quarterly Breakdown
$16,000.00
$14,000.00
$12,000.00
$10,000.00
Qtr.1
Qtr.2
Qtr.3
Qtr.4
Total
Ads:Print
$2,817
$9,815
$0
$0
$12,632
Ads:Online
$3,000
$3,000
$1,500
$1,500
$9,000
DirectMail
$0
$0
$0
$0
$0
Events
$0
$0
$0
$0
$0
Search
Marketing
$1,500
$1,500
$1,500
$1,500
$6,000
TotalSpend
$7,317
$14,315
$3,000
$3,000
$27,632
$8,000.00
$6,000.00
$4,000.00
$2,000.00
$0.00
Jun, Jul, Aug
58
Budget
for Cluster
EDUCATION
Art Education (MA) Teaching (MAT)

Breakdown
21%
47%
32%
Quarterly Breakdown
$12,000.00
$10,000.00
$8,000.00
Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Qtr.1
Qtr.2
Qtr.3
Qtr.4
Total
Ads:Print
$3,902
$5,634
$3,675
$0
$13,211
Ads:Online
$3,000
$3,000
$1,500
$1,500
$9,000
DirectMail
$0
$0
$0
$0
$0
Events
$0
$0
$0
$0
$0
Search
Marketing
$1,500
$1,500
$1,500
$1,500
$6,000
TotalSpend
$8,402
$10,134
$6,675
$3,000
$28,211
$6,000.00
$4,000.00
$2,000.00
$0.00
59
Budget
for Cluster
ART RELATED
Critical Studies Curatorial Practice
Breakdown
34%
36%
30%
Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Quarterly Breakdown
$6,000.00
$5,000.00
Qtr. 1
Qtr. 2
Qtr. 3
Qtr. 4
Total
$2,817
$2,817
$0
$0
$5,634
Ads: Online $1,000
$1,000
$1,500
$1,500 $5,000
Direct Mail $0
$0
$0
$0
$0
Events
$0
$0
$0
$0
$0
Search
Marketing
$1,500
$1,500
$1,500
$1,500 $6,000
Total
Spend
$5,317
$5,317
$3,000
$3,000 $16,634
Ads: Print
$4,000.00
$3,000.00
$2,000.00
$1,000.00
$0.00
Jun, Jul, Aug
Sep, Oct, Nov Dec, Jan, Mar
Apr, May, Jun
60
GRADUATE
PROGRAMS
BRANDING

Breakdown
36%
39%
25%
Ads: Print
Ads: Online
Direct Mail
Events
Search Marketing
Quarterly Breakdown
$10,000.00
$9,000.00
$8,000.00
$7,000.00
Budget
Qtr.1
Qtr.2
Qtr.3
Qtr.4
Total
Ads:Print
$2,817
$2,817
$0
$0
$5,634
Ads:Online
$1,000
$1,000
$1,500
$1,500
$5,000
DirectMail
$0
$0
$0
$0
$0
Events
$0
$0
$0
$0
$0
Search
Marketing
$1,500
$1,500
$1,500
$1,500
$6,000
TotalSpend
$5,317
$5,317
$3,000
$3,000
$16,634
$6,000.00
$5,000.00
$4,000.00
$3,000.00
$2,000.00
$1,000.00
$0.00
Jun, Jul, Aug
61
Total request
Total requested budget allocation for

graduate program marketing during FY
13 is
$656,767
Costs outstanding:
Direct mail printing
Advertising design
Postage
62
Total request
Total requested budget allocation for

graduate program marketing during FY
13 is
$625,045
Costs outstanding:
Direct mail printing
Advertising design
Postage
63
Thank you!
QUESTIONS?
64

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AD

Ill decide what I

Marketing = attracting the target

Build awareness of new programs

Step 1: Strategy Agreement

Step 2: Budget Development

Communications meetings with Admission

Step 2: Design and Messaging

Direct mail Events

Association- Lists of members of

A high number of inquiries normally (but not

San Francisco School of the Arts

Northwest College of Art

Massachusetts College of Art

University of the Arts (UARTS)

New or challenged programs have

Social Design (MA)

Social Design (MA)

Design Leadership (MBA/MA)

Hoffberger School of Painting

Art Education (MA)

SOCIAL DESIGN (MA)

School of Visual Arts

SOCIAL DESIGN (MA)

Graphic Design (w/Liberal Arts, Social

Science Minors optional)

Market Size Estimation

SOCIAL DESIGN (MA)

FY13 Itemized Overview

Jun, July, Aug

Sep, Oct, Nov

Dec, Jan, Feb

Mar, Apr, May

School of Visual Arts

Entrepreneurship training, focus on

Market Size Estimation

FY13 Itemized Overview

Jun, July, Aug

Sep, Oct, Nov

Dec, Jan, Feb

Mar, Apr, May

First MFA program

Art Gallery Staff

Community Arts Organizer

Market Size Estimation

FY13 Itemized Overview

First in the nation MA foundation

General Arts Majors

Arts Discipline with Liberal Arts Minor

Liberal Arts Major w/ Arts Minor

Social Science Major w/Arts Minor

Art Major w/ Social Science Minor

Urban Studies (Arts Concentration)

Urban Architecture & Design w/ Arts

Market Size Estimation

FY13 Itemized Overview

Customized degree plan

Inquiries since Jan.

Market Size Estimation

Jun, Jul, Aug

Sep, Oct, Nov Dec, Jan, Feb Mar, Apr, May

ART EDUCATION (MA)

Uniquely hybrid- online/ low-residency

ART EDUCATION (MA)