The document provides an integrated marketing plan for the 2010-11 academic year for the Executive MBA and Health Care Executive MBA programs at UCI's Paul Merage School of Business. The plan outlines objectives to increase the caliber of students, raise awareness of the programs, and recruit qualified students. It proposes strategies for print/digital advertising, events, website optimization, and social media, and includes budgets and recommendations to better integrate marketing efforts across departments.

1. 2010-11 Integrated Marketing Plan
Executive MBA Programs
Debbie Moysychyn
May 12, 2010

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Presentation Outline
I. Executive Summary
II. Objectives
III. Program Strategy
IV. Integrated Marketing Plan
V. Budget
VI. Recommendations

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Executive Summary
UCI’s Paul Merage School of Business, the Executive MBA Programs
office delivers an on-campus, foundational and comprehensive business
education to the working executive with the professional experience to
receive information in a focused and compacted fashion.
Originally designed to attract and meet the educational and professional
needs of local executives and business leaders, the Executive and
Health Care Executive MBA programs remain an integral part of the
graduate level offerings at the Paul Merage School of Business.
Currently, a shift to recruit a more senior, experienced executive has
been implemented in efforts to raise the stature of the program,
ultimately effecting rankings, alumni relations and publicity in a positive
manner.

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Objectives
 Communications Objective- Raise awareness and perception that
the UCI Paul Merage School of Business has first class graduate
executive management programs. Relationship driven.
 Marketing Objective- Recruit and maintain qualified students while
strategically increasing the caliber and quality of the students.
 Event Objectives- Showcase the appropriate programs, raise
awareness, qualify potential students, generate applicants and seek
executive mentors.
 Enrollment Objective-
EMBA- 50 Students
HCEMBA- 40 Students

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Program Strategy
The target EMBA and HCEMBA candidates are professionals who are
capable candidates that best demonstrate professional ability, leadership,
business perspective, communication skills, initiative, creativity and
innovation.
Candidates are considered on several aspects but top candidates have
the abilities to:
Overview
 Support the overall quality of the learning experience for other students.
 Contribute to the growing number of alumni and the Merage community
at-large.
 Enhance the impact and reputation of the Merage School as a leader in
executive business education.

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 Flexible MBA programs (2-year programs) and typical full-time MBA
programs report the strongest application volume (see figures following)
 Application s are down in volume Interest in the Executive MBA program
has increased 4.0% on average
 Poor economic conditions
 UCI EMBA programs are growing and stable but have areas to improve:
 Minimal resources must equal operational excellence and efficiency
 Need for cross department collaboration and shared resources will
allow to compete collectively, reduce fragmentation, achieve synergy
Program Strategy
Situation Analysis

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EMBA Application Landscape
“Historical patterns observed in the higher education market suggest that
application flow to MBA and other programs is likely to decrease in the coming
years, especially in the United States” . © 2009 Graduate Management Admission Council® Applications Trend Survey
Relative Applicant Pool Size of Various MBA Programs Based
on Median Number of Applications

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Merage EMBA Application Trend
Applicationsstarted

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Applicationsstarted
HCEMBA Application Trend

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Program Strategy
Target Market Program
Target Market EMBA HCEMBA
Role:
Analyst X
Manager ? X
Director X X
VP X X
President X X
Principal X X
C- Level X X
Owner X X
Psychographics:
High-caliber and high-potential professionals X X
10 years (min 8) with mgt experience X
8 years experience (min 5) in Healthcare X
Leadership Experience and social responsibility X X
Solid Career progession and upward mobile X X
Geographic:
Los Angeles X X
Orange County X X
San Diego X X
San Francisco X
Western US X
Program
Target Market EMBA HCEMBA
Demographics:
Age 32 + 30 +
Industries:
Any/All X
BioTechnology X
Health Care Services X
Hospital X
Insurance X
Managed Care X
Medical Devices X
Pharmaceutical X
Research X
Function:
Consulting X X
Engineering X X
Entrepreneurs X
Finance/Accounting X X
General Management X
Human Resources X X
IT/ MIS X X
Marketing/ Sales X X
Operations/ Logistics X X
Pathologist X
Practioners and Others (MD, DDS, DO, OD, RN,
PharmD) X
Physical Therapist X
Researcher X X

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Program Strategy
2010-11 Objectives
 Increase caliber of students by 10-13% as measured by:
 Work experience
EMBA class average from 15.3 years to 17 years
HCEMBA class average from 13.4 years to 15 years
 Position/title
 Professional/community achievements
 GPA
 Increase percentage of senior-level managers (C-suite, President, VP,
Director) by 10-13% as measured incoming class profile data

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Program Strategy
2010-11 Objectives
 Increase awareness as measured by prospective student inquiries
through Hobson’s and web site analytics:
 EMBA 20%
 HCEMBA 15%
 Maintain diversity in functional industry areas, ethnicity, gender
and location:
 EMBA Maintain female representation in class at 20-25%
 HCEMBA Maintain female representation in class at 20-25%
 Boost or maintain rankings
 EMBA Top 20 in US by Financial Times, US News
 HCEMBA Top 25 in US by Modern Healthcare

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Program Strategy
2010-11 Objectives
 Strengthen the Executive and Health Care Executive MBA
programs in the existing market
 Reduce last minute applications and fill the class by August 1,
2011
 Recruit and maintain two classes of approximately 45-50 high
quality students
 Expand Alumni outreach for Alumni referrals and network potential
 Develop Corporate outreach in collaboration with Corporate
Partners to promote the Executive MBA programs regionally

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Program Strategy
2010-11 Objectives
 Develop an integrated digital marketing plan in collaboration with
FEMBA and FTMBA program
 Deliver an executive learning experience including updated and
contemporary curriculum and co-curricular programming
 Produce a holistic executives or healthcare executives that support
industry needs in the business community

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Program Strategy
Messaging
 Position The UCI Paul Merage School of Business as world class
Executive MBA programs
 Support and stimulate personal and organization growth
 Encourage professional development and networking
 Programs provides a robust, fully-accredited Executive MBA
education
 AACSB Accredited, EMBA Council
 HCEMBA is general management and healthcare combined

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Program Strategy
Messaging
 UC Brand is regionally powerful, use it.
 Central OC location (large and innovative healthcare community)
 Convenient part-time schedule designed for executives and
professionals
 Benefits of the program:
 Values your business experience over standardized tests
 Learn with other executive leaders (avg. experience 13-16 years)
 Solve your current business issues by bringing work to school
 Use and share your real-world corporate expertise
 Take classroom teaching back to your office on Monday morning

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Integrated Marketing Plan
Print/Collateral Events Digital Misc
Brochures Trade Shows Website Analytics
Executive
Snap shot
Business Org
Networking
Search Engine
Marketing (PPC)
Admin Support
Class Profiles Info Sessions Digital Ads Marketing
Measurement
Photo Rosters Conferences Social Media Professional
Memberships
Trade Pub Ads Meetings eMail Campaigns
Direct Marketing Search Engine
Optimization
(SEO)

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EMBA
HCEMBA
COMMUNICATION CHANNELS & ACTIVITY MICROSITESUCI Merage
Program
Specific
Pages
- Class
Schedule
-Curriculum
- etc…
merage.uci.edu/
Display Ads or Assets
Social Media
SEO
PPC
Email
HCMBA-
merage.uci.edu/Health
CareExecutiveMBA
EMBA
merage.uci.edu/
ExecutiveMBA/
Fluid Story line to effectively manage and measure
Relevant Information
Prominent positioning
for Standard KPI’s
• Apply On-line
•Contact Us/ Schedule Appt.
•Register for an Info Session
Events (Tradeshows, Info sessions, etc)
Direct Marketing
Print Collateral, Ads
Traditional
Digital
Students
Leads/
Applicants
EMBA/ HCEMBA
landing page
Strategic Integration

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Integrated Marketing Plan
 Website Optimization
 Standardize, and track Key Performance Indicators
KPI Value
Information Session $30
Contact Us $20
Apply Now $10

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Integrated Marketing Plan
 Print/Collateral
 Executive snapshot developed
 Class Profiles
 Class Rosters
 Direct Marketing
 Student/Alumni Appreciation Thank You
 Direct Mail
 Marketing recommended in 2009 to discontinue printed direct
mail.

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Integrated Marketing Plan
 Print Ads
 OC Business Journal
 Physicians Practice

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Integrated Marketing Plan
 Events
 On campus (DSS, E2E, Centers of Excellence Speaker Series: CWIM, CHCMP)
 Career Fairs (BioSpace: SF, Irvine, La Jolla)
 Corporate on-site information sessions (SAIC, Sage in process)
 On-line webinar information sessions (In process)
 Conference attendance (Forte Forum, PriMed, CDA, Women’s Summit)
 Local event participation (Outlook 2010, HBA, FCD, ACCESS, ACG, BIOCOM)

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Integrated Marketing Plan
 Digital Display Ads
 Hoovers/Allbusiness.com (D&B)
 Physician’s Practice

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Integrated Marketing Plan
 Search Engine Marketing (PPC)
 Defined top words (see 2010 Master Marketing Excel doc)
 Keyword marketing used to promote our products by increasing their
visibility in the Search Engine results pages, resulting in more website visits
 Utilize website analytics to optimize bidding for top performing keywords.

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Integrated Marketing Plan
 Search Engine Optimization (SEO)
 Defined top words (see 2010 Master Marketing Excel doc)
 Grow organic rankings for branded and non-branded key words
 Utilize website analytics to determine long-tail values of search keywords
and push bidding for performing keywords

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Integrated Marketing Plan
 eMail
 Linked In
 Hobson’s
 BioSpace
 Gmass

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Integrated Marketing Plan
 Social Media
 LinkedIn
 Facebook
 Twitter

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Integrated Marketing Plan
 Measurement and Reporting
 Use Google Analytics
 Determine Annual Goals
 Measure KPI’s be assigning a unit value which can be applied
and followed for ROI.
 KPI’s should NOT be grouped together for an average eCPA as they
have different values.
KPI Value
Information Session $30
Contact Us $20
Apply Now $10

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Integrated Marketing Plan
Marketing Activity by channel to generate awareness, leads and students

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Overall
Annual Marketing Activities
FY 2010 FY 2011
Sept Oct Nov Dec Jan Feb March April May June July Aug Sept Oct Nov Dec
Print/Collateral
Brochures
Executive Snapshot
Photo rosters
Publication Ads
Direct Marketing
Events
Trade Shows
Conferences
Business Organization Networking
Info Sessions
Meetings (one-on-one)
Digital Marketing
website
PPC
Digital Display ads
Social Media
eMail campaigns
SEO
Misc
Analytics
Marketing Measurement

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EMBA FY 2010 FY 2011
EMBA Sept Oct Nov Dec Jan Feb March April May June July Aug Sept Oct Nov Dec
Events
Orientation
Annual Open House/Admit Day
Info Session
Conference
Trade Show/Career Fair
DSS
Associated Biz org event
Direct Mail
Alumni Appreciation
Print Ads
OCBJ Ad
Edcuational Supplement
Digital Display Ads
D&B (AllBusiness.com)
Pay Per Click (PPC)
Google Ad Words
eMail
Hobson's
Linked In email
Social Media
Twitter
FaceBook
Linked In
Annual Marketing Activities

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HCEMBA FY 2010 FY 2011
HCEMBA Sept Oct Nov Dec Jan Feb March April May June July Aug Sept Oct Nov Dec
Events
Orientation
Annuaul Open House/Admit Day
Info Session
Conferences
Tradeshow/Career Fair
DSS
Associated Biz org event
Direct Mail
Allumni appreciation
Print Ads
Physician’s Practice Ad
OCBJ Educational Supplement
Digital Display Ads
Banner Ad
Pay Per Click (PPC)
Google Ad Words
eMail
Hobsons
BioSpace/BioTech
Linked In email
Social Media
Twitter
FaceBook
Linked In
Annual Marketing Activities

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Budget
Data
Communication Channel Sum of FY09-10 Planned Sum of FY09-10 Actual
Digital Display Ads $ 17,201.00 $ 1,200.00
eMail $ 28,950.00 $ 20,000.00
Events (Trade Shows, Networking, Information Sessions) $ 14,500.00 $ 14,500.00
Marketing Collateral $ 21,530.94 $ 10,930.94
Print Ads $ 72,859.00 $ 26,886.00
Social $ 1,500.00 $ -
(blank) $ - $ -
Grand Total $ XXXXXXXXX $ XXXXXXXX
Base Overview- (see 2010 Master Marketing document)

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 Employ more digital activity. Nearly one-fifth of the average recruitment budget
(19%) was allocated to electronic outreach.
Recommendations
© 2009 Graduate Management Admission Council® Application Trend Survey

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Recommendations
 Integrate campaign management across all program departments to
realize economies of scale.
• Complete integrated marketing plan across program/ school
• Continue service with Relecom for marketing measurement and digital marketing
 Marketing Budget Distribution
Median Marketing budget for EMBA Programs with 100+ students is $180,000.*
Navarro’s master cyclist, spend more in marketing in recession times
 Print/Collateral - 30%
 Redesign brochure/view book
 Retain and update Class profiles, rosters and Executive Snapshot
 Revamp the exhibit(s) to reflect program message
 Continue OCBJ ads, student subscription, with better integration
 Continue to advertise in regional (30 mile radius) industry trade publications
(consider including Pharmaceutical Executive)
* © 2009 Graduate Management Admission Council® Application Trend Survey

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Recommendations
 Events - 20%
 Continue participation of Merage affiliate events through sponsorship
 Increase conference participation, target industries represented in class profile(s)
 Digital - 30%
 Continue geo-targeted LinkedIn partner email
 Increase SEO and PPC activity significantly
 Expand to targeted Ad Networks (Retargeting, Behavioral, Contextual, Geographic)
 Social Media (Gap analysis, Facebook ads, listening and outreach)
 Virtual Events, info sessions
 Archived info Sessions on Demand
 Update website home page and featured students/alumni/faculty
 Misc - 20%
 Update photo library of student/alumni
 Develop video clips for use at info sessions, websites, YouTube
 Executive Promotional items
 Program accreditations (i.e., ACHE, etc) that contribute to rankings

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Recommendations
 Leverage corporate partners for recruiting and supporting student
enrollment.
 on site events at existing corporate partners
 Target through Alignment with relevant business
groups/associations
 Executives and Professionals (ACG, FCD, ACCESS, etc)
 Healthcare Industry specific (OCTANE, BIOCOM, AMA, CDA, etc)
 Focus on Women Executives (WITI, WLE, AWT, etc)
 Develop a structured alumni referral program
 Encourage Alumni to share news (easily)
 (If) Use direct marketing campaigns with personalized URL
 Improve and leverage media relations (i.e., OCBJ)
 Consider an enrollment sweepstakes
 Offer Laptops to Candidates who apply by Early Admission deadline

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Direct Mail eMail
Integrated Marketing Plan

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Integrated Marketing Plan
Qualify the customers
with standard questions.
Entry Page Profile Page Thank You and
Redirect Page
Overview and key messaging.
Cross selling and promotions
(events)

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Integrated Marketing Plan