FY 2010 Integrated Marketing Initiative Plan

UDM’s Integrated Marketing Initiative for FY 2010 continues to enhance name recognition and recruitment of prospective students.

Recruitment Advertising Campaign Fall 2009

The multimedia campaign will run this fall and include limited cable TV advertising on targeted sports programs (college basketball, Pistons and Red Wings) utilizing our two 30-second spots and sponsorship taglines as well as banner ads on Comcast.net.

Print ads will appear in 22 high school and 6 community college newspapers as well as the following College Guides:

• Macomb Daily and Daily Tribune, Oct. 5
• Oakland Press, Sept. 20
• Signature Media, Oct. 16

Radio sponsorship will run on:

• Clear Channel Traffic, Oct. 5-10, Nov. 30-Dec. 4
• Traffic.com, Oct. 5-10, Nov. 30-Dec. 4
  to promote Visit Days, Oct 10 and Dec. 5

Interactive Media will run on

• Google, Sept. 1–Dec. 31
• Facebook, Sept. 1–Dec. 31
• Specific Media, Sept. 26-Dec. 4
• LinkedIn, Sept. 1–Dec. 31

Billboard Locations

Billboard locations for Sept./Oct. are:

• W. I-94 Fwy & Greenfield SS, WF
• N. I-75 Fwy n/o Holbrook ES, SF
• I-275 Fwy .3 mi s/o Ecorse WS, NF
• E. I-94 Fwy 1000’ e/o Malcomb NS, EF
• Woodward & State Fair ES, SF

Billboard locations for Nov./Dec. are:

• I-96 Fwy w/o Chicago NS, EF
• Lodge Fwy s/o Oakman ES, SF
• E.I-94 Fwy & St. Aubin SS, WF
• Southfield Fwy & W. Warren WS, NF
• E. Eight Mile 250’ w/e Dequindre SS, WF

Related Promotion

• U.S News Ranking Postcard—mailed to 7,500 high school juniors and seniors.
• Home Team Marketing—Signage and insert in programs at fall athletic games at 35 metro Detroit area high schools.
• Targeted Marketing—Addition of targeted marketing in Grand Rapids area to increase number of prospective students from west side of the State. Promotion to include HTM at 4 Grand Rapids high schools, mall signage and 4 billboards in Grand Rapids area.
• Distribution of new HS Junior communications with call to action to visit specially designed landing page on web site (udmercy.edu/greathappens).
• Monthly e-mail to prospective undergraduate students about the student experience at UDM (branding stories).
• Updating Virtual Visit (4 video segments) and UDM PowerPoint presentation this fall.