The document discusses a marketing strategy for the CEPA Leadership Consortium to increase undergraduate student attendance and participation. It analyzes SXSW Interactive conference data from 2010-2015 using econometrics to determine the factors that affected attendance. Key factors included food, technology, trends, and education. The strategy suggests optimizing social media presence, offering promotional items and incentives on campus, and leveraging student ambassadors and word-of-mouth marketing. Dividing the conference by academic fields and including collaborative competitions and speakers could engage undergraduates.

1. CEPA LEADERSHIP
CONSORTIUM
MARKETING
STRATEGY:
AN ECONOMETRIC
ANALYSIS
Justin
Rayome

2. GOAL
Increase
 Attendance
 Participation
 Impact
 Undergraduate Students

3. CONFERENCE GOALS &
OBJECTIVES
 To encourage, mentor and support new and upcoming leaders in
diverse fields of interest.
 To improve leadership through collaboration
 To maintain a focus on humanistic values and ethical practices
 To develop independent, innovative and creative thinkers
 To assemble students, leaders, and visionaries to celebrate
learning, and reconnect themselves to scholarship excellence.

4. MARKET = MILLENNIALS
18 – 24
25% of the total U.S. population
 75 million
 Fastest growing demographic in the U.S.

5. COLLEGE STUDENTS
Regional Data
 Of the total population of millennials in Bexar County, 41% are
enrolled in an undergraduate institution
 San Antonio Market = 190,800 students
 UIW
 Trinity
 St. Mary’s
 UTSA
 OLLU
 TAMU – SA
 Alamo Colleges

6. MARKETING & ADVERTISING
 No correlation between conventional marketing
strategies and ROI.
 Millennial Marketing Awareness:
 Positive, Clear, Consistent message.
 Meets individual needs, personally functional / beneficial.
 Is the final product derived from an environmentally sustainable
supply chain?
 Results are inextricably linked to the message.
 Business operations and management should always reflect the company's
mission/ creed.
 “Speak to the heart, touch a nerve.”
 Live your message
 Difference Maker

7. CENTRAL THEME ENHANCEMENT
 Learning to take on leadership roles in order to simulate
management strategies pertaining to future industry issues.
 A comprehensive understanding of how globalization will change
regional labor markets, and what that means for future
employment/management.
 Learning to operate efficiently in unfamiliar environments.
 Leaders cannot operate effectively without resources to aid in
their mission
 Teach students to surround themselves with positive peer supports
 Collaboration is key

8. INNOVATION ≠ INGENUITY
Innovation: a
new idea, device, or
method
Ingenuity: ideas applied
to solve practical social
and technical problems.

9. SUGGESTIONS
 Undergraduate specific day(s)
 Divided by Academic Concentration (i.e. Business, Social
Sciences Science, Education, Natural Sciences, Mathematics,
Healthcare)
 Facilitators break students into small teams to collaborate
relevant and engaging topics geared towards addressing future
challenges facing each industry. First hand experience under the
guidance of professionals. Winners are awarded prizes.
 Then in some way tie all these topics back to a unifying theme, to
serve as the focal point of the conference.

10. MARKETING OPTIMIZATION
Social Media Presence
 Quickest, not the most effective
Promotional Items
 May be offered directly on-campus location, or by advertising
in campus wide media.
Student Ambassadors
 Marketing Interns (Persona Marketing)
 Most Effective = Word of Mouth

11. INCENTIVIZE
1. Reach out to local Univs.
2. Competitions
3. Scholarship money
4. Prizes from vendors/sponsors
5. Social gatherings
6. Networking opportunity
7. ROI for students
8. Passion
9. Innovation/Inspiration
10. RSVP benefits

12. ANALYSIS OF ELASTICITY
SXSW Interactive Conference
 3 days
 Comparable price ($)
 Regional event, that brings in global perspectives
 Economic support from local sources
 Focus on the introduction of innovative ideas and cutting
edge tools/resources that engage the target market

13. INCENTIVE CROSSOVER ($ BILLIONS)
SXSW
• Food
• Networking
• Technology
• Media/Film
• Fashion
• Educational Panels
CEPA
• Food
• Student Technology
• Trends
• Education
= Conference Attendance*

14. DATA POINTS
 2010-2015 Data
 Aggregated SXSW sales data of the variables pertaining to
CEPA.
 Break down statistic into buying power
 Then use this new statistic as the independent variable
observations for STATA
 Plugged in SXSW (Interactive) attendance data into the software
as the dependent variable

15. ECONOMETRIC ANALYSIS
Y hat = ATT – 14.96FOOD + 854.7TECH +
1221.33TREND + 396.4EDU