Presented By: Samantha Makin, Nathaniel Negri, Madison Nick, Benjamin Pick, Alexander Wess

Executive Summary

Executive SummaryBackground of the Business Minor

Research

Strategies

Tactics

Out of the Box Idea

Background of the minor...Business minor was created in 2015

Currently being pursued by 21 students, mainly juniors and seniors

Competition includes any of the minors offered at UPJ, including mathematics, communications, sociology, etc.

Research

Most important factors of the Business Minor according to students was…

“Knowledge that I will gain”“Appeal to students personal interests”

Strategies

After our data analysis, we decided to focus on improving 2 components:AdvertisingIncreasing the number of Business Minors on

campusThese components go hand-in-hand

Strategies Continued

● Can be done by changing product strategy ○ Target a new group of people○ Still targets existing audience, just expanding target

● Improve the pull promotion strategy as well as implementing a push strategy○ Involving business faculty members to promote the

Business Minor

Tactics

Creation of new logo for the Business Minor that is appealingAddition of intern to Business DivisionImprove advertising on campus through flyers, posters, and The

AdvocateCreate social media pages for the minor Hold social events, drawings, and giveaways for promotion of

the Business Minor

Situation Analysis

Methodology

Qualitative Data- Personal Interviews to find category motivators

- The DTB Team split up to personally interview these individuals on the UPJ campus

Methodology ContinuedQuantitative Data- 100 paper surveys

- Distributed over the UPJ campus

Key FindingsUnaided Awareness of

the Business Minor and its top two competitors, Communications and Mathematics.

Key Findings

Aided Awareness for the Business Minor and its top two competitors, Communications and Mathematics.

Key Findings

Key Findings

3.34

3.08

2.362.65 2.53

2.86

Category Motivators for Competitive Brands

Positioning Map

Strategic Implications

1. The overall awareness for the Business minor is relatively higha. Unaided Awareness: 17%b. Aided Awareness: 61%

Strategic Implications

2. The Business Minor scored highest on the top two category motivators

● “Appeal to personal interest” (3.34/5) ● “Knowledge that I will gain” (3.08/5),● There is room for improvement in the

“advertising” sector (2.19/5)

Strategic Implications

3. High competition with the Mathematics and Communications Minors. There are 61 Mathematics Minors, 23 Communications Minors, and 21 Business Minors.

ObjectivesDown to Business would like to complete the following objectives.

Increase the “appeal to personal interest” from 3.34/5 to 4.3/5◦ 28.7% increase

Wish to raise “knowledge that I will gain” from 3.08/5 to 4/5◦ 29.9% increase

Increase “advertising” score from 2.19/5 to 3.3/5◦ 50.7% increase

Raise the number of Business minors from 21 students to 30 students◦ 42.9% increase

We would like to see these changes happen by the end of the next fall semester.

Desired PositioningGeographically: Target audience our University of Pitt-

Johnstown Students.Demographically: Single, low income, all genders, all

ethnicities, all religions, ages 17-25 year old students that attend Pitt-Johnstown.

Geo-Demographics and Psychographics: Target those who are interested in furthering their education beyond just a major and those who have a major where business knowledge could be applied. The Business Minor should also be directly targeted to those students in the early years of college like freshmen and sophomores especially so they can start working towards this earlier and have a better understanding of it right off the bat.

Frame of Reference: Mathematics and Communication Minors offered at Pitt-Johnstown.

Point of Difference: Highest ranked in the two category motivators, knowledge that you will gain and appeal to person interest.

Changes: Putting a focus on targeting freshman and sophomores.

Start working towards this earlier and have a better understanding of the minor.

Desired Positioning

Strategies

Product Strategy:

Move from Diversification strategy to Market Development

◦ Focus on students of all majors, not just Business majors

◦ All ages but focus heavily on freshmen and sophomores

◦ Create an appeal to personal interest early

Strategies Pricing Strategy: Not changing at all

Exercises a penetration pricing strategy when compared to the Business major

Exercises a competitive pricing strategy when compared to other minors

Strategies

● Distribution Strategy:

● Wish to not make any changes

○ Only offered at Pitt-Johnstown, therefore they are exercising

an exclusive distribution strategy

○ Producer to Consumer channel

StrategiesMarketing Communication Strategy:

● Posted on the university website with all of the other minors

available

● Hold minors fairs where they provide a table for the Business

Minor

● Currently exemplifies a weak pull strategy

○ Plan to add a push strategy

Strategies

Marketing Communication Strategies Continued…:

● Incorporate more business affiliated intermediaries that can provide

students with information and advertising about the Business minor.

○ Alpha Kappa Psi, Student Government Association, The Business

Club

● Improve their pull strategy

○ Use of flyers and social media accounts

Strategies

Marketing Communication Strategy:

● University promoting the minor through emails

● Current Business Minors give write ups describing in their words their

thoughts of the minor

○ Use on social media accounts or The Advocate

Product Tactic: Logo

Price TacticsThere will be no price tactics in this marketing plan

Place TacticsThere will be no place tactics in this marketing plan.

Promotion Tactics: Intern

Promotion and Marketing

Report to Dr. Ray Wrabley

$1,000 a semester and 3 class credits

Promotion Tactics: Intern (continued)● 10 weeks (12 preferred)

● 60 hours of classes and holding 2.75 or higher overall GPA

● Written exit assignment

Promotion Tactics: Advertising

Posters◦ 50 per semester to be placed

around campus◦ Academic Halls, Student Union,

residence halls

The Advocate◦ 18 inch advertisement for 1 issue

in the Fall semester

◦ 8 inch advertisement in the spring for 3 issues.

Promotion Tactics: Internet Marketing

Promotion Tactics: Public Relations

● Minor Fairs

● Guest Speakers

○ Alumni or Business professionals

● The Advocate

○ Articles and Interviews

● Testimonials

○ Website & Brochures

Promotion Tactics: Brochures

Promotion Tactics: Sales Promotion

Hold drawings and giveaways for Business Minor

a. Social media and at all events

Promote the Business minor by having the apparel be seen on campus.(T-shirts and Sweatshirts/hoodies)

Let’s think “out of the box”

● Issuing a separate diploma for the people who complete and graduate with a Business Minor.

● Provide recognition for the completion of the minor.

Let’s think even more outside of the box

● What comes to mind when you think of a benefit of earning a Business minor?

○ “Competitive Advantage”

○ “Being one step ahead”

○ “Having my foot already in the door to opportunities”

GET YOUR FOOT IN THE DOOR

&

OPEN THE DOOR TO YOUR FUTURE

● Doors that line the walkway

● Doors will symbolize “getting your foot in the door.”

● Concentration of the Business minor painted on front of

each door

● “ To find out more about opening doors to your future,

come to Blackington hall (or the student union) to gain

more information.”

● Local businesses, stores, or organizations that wants to support the Business minor can donate the doors.

● Business affiliated organizations paint a door and make it unique to the concentration, but also their organization.

● Doors will lead our Business minor meet

and greet

GET YOUR FOOT IN THE DOOR

&

OPEN THE DOOR TO YOUR FUTURE

Meet and GreetStart of the Fall Semester

Coffee, Tea, hors d’oeuvres, cakes/pastries

Have the business faculty at the event to talk with students potentially interested in learning more about the business minors.

Make it more of a social event where people can sit, relax, and talk casually about the benefits of having a business minor.

Blackington or Biddle, preferably Biddle

Raffle off Door Prizes (Minor Apparel)

Meet and Greet (continued)Invite the Accounting Interest Group, The Business Club, and Alpha Kappa Psi, to help

organize the event and spark interest in the minor

Have current minors and alumni who graduated with business minors to attend to share stories of how to has impacted them so far

Have the business faculty at the event to talk with students potentially interested in learning more about the business minors

Invite Career Services to explain how it can benefit your career

Control

Budget Total budget including all tactics costs as of

12/10/15

Payoff Target Revenue required to reimburse organization for

marketing expenses. Requires 30 Business minors

Organizational Chart

Timetable ExplanationIntern

Advocate

Flyers

Facebook and Webpage

Socials

Drawings/Giveaways

Timetable

Evaluation SystemsProduct Tactic

Promotion Tactic

Advertising

Internet Marketing

Public Relations

Sales Promotion

Out of the Box

Thank you!Any Questions?