Looma_HMI(executive)_content WxH

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2016.04

plan book_rough copy.indd 1 4/27/16 12:33 AM

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Situational Analysis4Target 34

Primary Research18

Insights 38Table Of Contents


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Big Idea46 Creative Executions 52

Budget

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Meet Our Team 106

Appendix 112


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SITUATIONALANALYSIS


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Company

MissionTo engage in research, education, and service activities for the healthcare community that supports development, translation, and dissemination of health care strategies that improve population health.

Vision

To be a national leader in health management and informatics education, research, and service.

ValuesTo create value through knowledge about health organizational processes using evidence-based decision making to achieve the highest level of population-based health. Achieve broad cultural competence in order to work effectively in collaborative and diverse work and community environments.


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Finance

The driving factor in revenue and profits for the HMI Department is the number of applicants enrolled. The amount of applicants in the HMI program will directly determine the financial performance of the department each year and an increase in students will increase the profits of the department.

Marketing

Most marketing methods in the past have been ineffective. Currently, there is a newsletter for alumni and a LinkedIn page to create awareness of the program. To promote and market the programs, they have used Google Ads, ads in nursing and trade journals, and booths at health-related conferences. Around 70 percent of referrals are from current and former HMI students.


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Competitive AdvantagesThe MHA program is ranked 12th in the United States for physician executive training.

The Executive program is less expensive than other HMI executive programs.

The MU HMI Department Offers Two Degrees

Master of Health Administration:

Master of Health Administration Degree is a national ly-ranked accredited program. The Executive program offers the quality and content of the traditional program, delivered in a hybrid on-campus/on-line format following a cohort-based model designed for experienced healthcare professionals. They focus on ensuring students obtain the necessary knowledge and skills to be successful in the dynamic healthcare market through the incorporation of educational methods shown to be successful with adult learners.

Executive Health Informatics program:

This program integrates technical, clinical, and managerial competencies. It is a health and biomedical informatics education for experienced healthcare professionals.


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Core Competencies

The core competencies of the HMI Department of the University of Missouri include:• Top 10 Most Affordable Informatics Programs in

the U.S. (National Center for Education Statistics College Navigator)

• 100 percent of MHA graduates are employed within three months of graduation

• 88 percent of MHA students complete the program within two years

• 6th largest accredited MHA program in the U.S. (Modern Healthcare, 2015)

• HMI's Executive MHA ranked 12th in U.S. for physician executive training


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Category

Economic Trends:Typically the price for an HMI program is six figures, but the MU program is only $35,000, on average it takes two years to compele the program.

The value in continuing education has increased.

Currently the HMI educational field is growing. Businesses are seeing the value in investing in educating their employees. Individuals are seeing the benefits of pursuing degrees as well as certificates while in their careers. Since 2011, there has been an increase in the amount of employers sending employees to further their education.

MU’s Master of HealthAdministration program has been accredited for a while and the Health Informatics Master’s Degree is soon-to-be accredited.


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Consumer

Prospects: Alumni are the number one source of recruitment for the program. Most students enrolled in the program have a direct or indirect relation to MU.

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The current consumers are professionals who have already obtained an undergraduate degree and have been in their professional careers for a minumum of three years. They are variety-seeking consumers. Specifically for the MU HMI programs, executive students are more profitable. For every executive student enrolled, the HMI department receives $18,000. Any professional from any career is eligible for the MHA Executive program. The more adults who are enrolled in the program, the more profitable the program is.


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Competition

The main competitor for the Health Management and Informatics Department, specifically the MHA Executive program, is St. Louis University. SLU offers the same degree and a majority of the coursework is online aside from the one Saturday a month of in-person, on-campus training.

A second direct competitor of the MU MHA program is the University of Alabama at Birmingham.

Due to their locations in the Midwestern region and similar scope of academic regime, University of Kansas, University of Arkansas, University of Iowa, and Ohio State University are indirect competitors. However, the top ranked

universities for Health Administration are the University of Michigan, University of Alabama and the University of Minnesota. These schools are the most respected in the nation. All other schools strive to emulate their success.


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The University of Missouri Health Management and Informatics Department offers graduate certificates: a Masters of Health Administration degree and a Health Informatics degree. For the executive program, most of the degree is completed online with monthly on-campus classes. These on-campus classes give students the opportunity to network, meet fellow students, and meet face-to-face with professors as well as business professionals. The executive program is ranked 12th in the United States for physician executive training and 100 percent of graduates have been employed within three

months of graduating from the program. Depending on the degree desired, the programs cost around $35,000, the average time to complete the program is two years. Financial aid is available, however, grants and scholarships are not through the University of Missouri. Funds from the HMI department are split between the Residential and the Executive programs, which leads to a limited amount of staff and resources available to grow the programs. There is an opportunity for the HMI department to earn more funds; with every new executive applicant, the program receives $18,000 in funding.

The MHA program has been accredited for nearly 40 years and the HI program is on the track to accreditation. The executive program is currently lacking in applicants due to external factors such as family and career obligations. Competing Universities in the HMI department include the University of Alabama - Birmingham, University of Illinois - Chicago and St. Louis University.


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St. Louis University EHMA:

The Executive program offers a two-year, year-round curriculum that is flexible to any schedule. One Saturday each month, students have on-campus lectures from 8 a.m. to 5 p.m. This two-year program costs around $40,000. Each class consists of 20-25 executive participants who are qualified and have completed at least three years in a

career. SLU is ranked #7 in Health Care management by US News Reviews and Rankings. SLU is selling a flexible, well-known, and well-priced upper level degree. The program can be completed while maintaining a full-time careeer.


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U n i v e r s i t y o f A l a b a m a - Birmingham MSHA:

UAB offers a blended program with mainly online classes and eight days of on-campus lectures per semester. The eight days are beneficial in that students have the opportunity to meet the other members of the executive program.

Former students have said they were able to work with CEOs, CFOs and a variety of working professionals from all levels of the corporate ladder. This program has more face-to-face interactions and on-campus learning than the other programs mentioned. This may be a contributing factor as to why UAB is ranked #5 by US News Ranking for best MSHA programs. UAB publishes that their total cost is about $30,000, which is a very competitive price. They admit 30-35 people into their program for each class.

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Strengths Weaknesses

S.W.O.T

• Majority of degree is completed online

• Lower costs: Around $35,000 depending on degree

• 100 percent of MHA graduates employed within three months of graduating, most receive promotions and a pay raise

• Small class sizes and quality staff

• Many networking opportunities

• Executive MHA program is ranked 12th in the United States for physician executive training

• Financial aid available

• No GRE is required for application process

• Limited staff

• Funds split between executive and residential programs

• HI program isn’t accredited yet

• Lacking in executive applicants

• Executives have to travel monthly for in-class participation

• Executives don’t receive scholarships from MU

• MHA program works exclusively in Windows environment (Macs aren’t acceptable- only PC)

• Most executive applicants are married with children


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Opportunities Threats• Department receives $18,000 for every

executive student enrolled

• Travel budgets are increased for executives that have to pay for gas/accommodations

• There are external scholarship opportunities • Potential reimbursement from employers

based on GPA

• People are more willing to further their education if the course is majority online

• MHA students can take the "Lean Six Sigma Green Belt" test

• Competing universities include University of Alabama at Birmingham, St.Louis Univeristy and University of Illinois at Chicago

• Target market has external commitments (families, careers)

• Low enrollment this January, possibly due to the recent events on the MU campus.


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PRIMARYRESEARCH


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Method

In order to better understand our target audience, we conducted a survey with potential students for the MU HMI degree programs as well as in-depth interviews with alumni who have completed the programs.


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Survey

The Demographics

We surveyed 34 people in Missouri to learn more about our target audience.

Annual Salary

Age


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Education

Professional Field

32% of respondents have completed a Bachelor’s Degree.

29% of the respondents have completed some college, but do not have a degree.

21% of the respondents have acquired a Master’s Degree.

6% have an Associate’s Degree.

6% have a High School Degree or the equivalent GED.

3% of respondents have a Professional Degree (JD, MD).


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Key Takeaways

Information necessary for us to better understand how to reach our target audience includes asking the question, ‘How likely are you to further your education?’ From the survey we learned that 84 percent of respondents were 'moderately likely' to 'highly likely' to go back to school to further their education.

In order to find which aspects of the MU HMI programs we need to promote and focus on, respondents were asked to rank what qualities are most important to them when choosing a college to attend. The results were as follows:

1. Price2. Academic quality3. Location4. Networking opportunities5. Opinions of current/past students6. Employer recommendation7. Other


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An attribute of the MU HMI program that is important to the potential students is the online portion of the program. When asked how likely they would be to further their education if the majority of the courses were online with monthly Saturday classes on campus, 70 percent of the respondents answered that they would be ‘somewhat likely’ to ‘extremely likely’.

88 percent of the respondents would be more likely to further their education if their boss encouraged them to do so.


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We asked the participants which of the following factors would prevent them from furthering their education:

‘not enough funds’

‘not enough time’

‘Location and transportation issues’

‘comfortable with where they are’

‘lack of incentive from their employers’

‘lack of information about higher education programs in their field’

76percent

59percent

21percent

18percent

12percent

12percent


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The average amount of time the respondents were willing to travel to an educational institution for monthly courses was one hour and twenty minutes. The maximum amount of time they would be willing to drive would be three hours and 10 minutes.

A lack of knowledge about opportunities to further education via their employers is also a factor to consider; 56 percent of respondents did not know if their employers offer financial aid or promotions to employees who further their education.

Average: 1 hour, 20 minutes

Maximum: 3 hours, 10 minutes

or


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Interview

To further understand our target audience, we conducted nine in-depth interviews with alumni of the MU HMI programs.

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Key Takeaways

Sixty-seven percent of the interviewees learned about the program through a colleague who was an alumni.

Upon completion of the program, 77 percent of interviewed alumni received a promotion and 88 percent received a salary increase.

When asked if they considered other schools, 23 percent had looked into the program at St. Louis University. Meanwhile, 67 percent answered that they only considered University of Missouri.

All of the alumni said they would refer others to the programs.


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learned about the programs through a colleague who is an alumni

2 of 9 intervieweeslooked into the programs at St. Louis University

6 of 9 interviewees

only considered the University of Missouri

6 of 9 interviewees


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77%received a promotion after the program

67%received a salary increase after completing the program

100%w o u l d r e f e r t h e program to others


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Many of the alumni interviewed mentioned that the networking opportunities were very beneficial. The alumni said that the lessons they learned and the relationships they made during the program benefited them in their careers.

The greatest benefit of completing the program was the increase in salaries and the promotions they earned.

• Convenience of location• Tuition costs• On-campus classes and

networking once a month on weekends

• The GRE is not a requirement to be admitted to the program

• Many already had a relationship to MU or knew someone affiliated with the program

Insights

The information garnered from the interviews has shown us that the most attractive qualities of the MU HMI programs are:

• Recommendations from former students were also a main point of attraction


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TARGET


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Target Profile

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Who are we advertising to?

Professionals in

Pursuit

Men and women ages 30 to 60

Hardworking professionals who would like to either go further in their current careers or change professionsAcquired a Bachelor’s Degree

and are established in their careers

Willing to invest t h e i r t i m e a n d finances into their education

People who can handle and balance the combination of stress from work, families, and school well so they can successfully complete a two year degree


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INSIGHTS


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We have chosen to name our target market the 'Professionals in Pursuit'. They are business professionals seeking higher education, a career change, a promotion or a salary increase. No matter what their individual goal is, the HMI programs can meet their needs and help them reach their full potential.The MU HMI program is the next step for the 'Professionals in Pursuit'.

Professionals in Pursuit

However, based on our research, we have found that our target market has a limited knowledge about the program and its benefits. With our campaign we hope to entice professionals to look further into, and enroll in, the HMI programs in order to help them achieve their personal and professional goals.

Along with increasing awareness, we plan to inspire the 'Professionals in Pursuit' to take the initiative and further their education.


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Insights

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I wake up everyday at 6:00 a.m. to get my kids ready for school. Before heading off to work, I pack lunches, pack backpacks, and pack everyone into the car. By 7:30 a.m., I’m at my desk, answering emails and attending meetings. I love the role I currently have in my career, but I know I’m capable of more. That’s why at 5:00 p.m., when the workday ends, my school day begins. Balancing my family, my career and my schoolwork isn’t easy, but it will be worth it when I have my diploma and a promotion in hand, knowing that I’ve made my family, and most importantly myself, proud.

What do we know about the target audience?


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Creative Brief

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Creative Brief

Why are we advertising?To inspire 'Professionals in Pursuit' to further their education through the MU HMI programs with the goal of an increase in applicants.

Support • Of the nine HMI alumni who we interviewed, ALL had advanced in their career. • Through our interview process, we came to understand that our target market is made-up of individuals who are already driven. Once we create awareness, these people will be motivated to look further into the program themselves, which is why we have decided upon our current strategy.

TakeawayThe MU HMI programs are the next step for this category of individuals. They just don’t realize it yet.

ToneIntelligent – The image should evoke professionalism and it should inspire driven professionals to look more into the HMI program.

MandatoriesMU HMI logoMU HMI website

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BIG IDEA


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Big Idea

It’s time to think about You. Your children, spouse, parents, career, clients, community and volunteering has always come first. Focus on yourself and achieve your own goals. Whether that be a promotion, pay raise or earning a Master’s Degree; it’s time to go back to school. It’s time to think about You.

It’s time to think about You.

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Rationale

The 'Professionals in Pursuit' lead a lifestyle full of responsibilities and obligations. They are busy individuals with hectic schedules. They are so busy taking care of everyone else that they hardly ever take time for themselves. We hope to inspire them to take a step back and realize that now is the time for them to achieve their own personal goals. We will create awareness of the opportunities the HMI program presents and then encourage and inspire them to apply.

We realize that pursuing a Master’s Degree isn’t a small task especially since a majority of executive applicants have families and a well-established career. With multiple responsibilities weighing them down, we want to reach them in a way that resonates beyond doing things for other people. We want to remind them that they have the opportunity, and responsibility, to do something bigger for themselves. While making the decision to go back to school involves the entire family, it

is fueled by the individual's desire to pursue higher education. This Big Idea is meant to inspire the self-starters in our target audience in order to give them a foundation for furthering themselves through higher education.


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CREATIVEEXECUTIONS


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Objective

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The goal of our media plan and tactics is to create awareness and pique an interest in the MU Executive HMI programs in potential applicants. We aspire to reach both health professionals looking to further their career and professionals in different fields who are interested in expanding their horizons into the health field.

Media Objective Statement


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Tactics

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HMI Website

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Unpaid Interns

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Coffee Mugs

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NewsletterNetworking Events

Social Media

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1. Networking Events

We recommend hosting four networking events for both potential applicants and alumni. These events will give potential stuents the opportunity to learn more about the programs, as well as see the benefits of completing the programs. Alumni are given the chance to discuss their experiences, answer questions

the prospective students may have, and mingle with other healthcare professionals. The events would be held during the month of October and would include time to network out, a keynote speaker, and testimonials from alumni. Invitations will be sent out via mail, email and the event will be posted

on Facebook. We expect around 100 guests.

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Saint Louis

Kansas City

Jefferson City

Columbia

America’s Center

The Sawyer Room

Michigan Place Banquet Center

Stotler Lounge in Memorial Union

October 6th

October 13th

October 20th

October 27th

Tim Durkin

Sarah Fontenot

Betsy Nicoletti

Daniel Bennett

Location Dates Venues Speakers

Networking Events Plan


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Tim Durkin is a leadership management expert whohas over 20 years of experience in teaching clinicaland non-clinical staff how to be better leaders andmanagers for both their employees and patients.

Tim Durkin

Sarah is an attorney, nurse and a professionalspeaker. She aims to help consumers betterunderstand healthcare, the changes being made tohealthcare, and how it wil l affect them.

Sarah Fontenot

Daniel Bennet is an interventional spine and painmedicine physician. He is the founder of the Boardof Directors of the National Pain Foundation andhas served on the Board of Directors for the NorthAmerican Neuromodulation Society. He lectures onpain medicine both nationally and internationally.

Daniel Bennett

Betsy Nicoletti is an author of numerous healthcarebooks; founder of Codapedai.com, which is a sitedevoted to physician reimbursement; and adeveloper of The Accurate Coding System, which ismeant to help doctors get paid for the work theydo.

Betsy Nicoletti

Speakers' Biographies


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front

Invitation to theNetworking

Events


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back

6:45-7:15 Check-in Until 7:30 Mingle

7:30-8 Networking activity 8-8:30 Key Note speaker

8:30-9 Alumni experiences

Hors d'oeuvre and drinksavailable all night


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2. HMI Website

Another way to enhance user experience and earn a viewer’s time is to better the user experience on the MU HMI website. While focusing on outbound marketing (push) through public relations and advertisements is a significant part of marketing, inbound marketing (pull) is where most of convincing the consumer actually takes place. Inbound marketing pays particular attention to the digital world and potential consumers who are on the search for a product, so the people who land

on your website are quality visitors. HMI can market effectively using the website and social media. The current website is well-established, and therefore already has a boost in the SEO world. While the use of content marketing is adequate, it could be even better. In addition, there are a few occurrences of rich media and using effective linking, but it’s important to keep the site updated and to always be thinking about improvements.

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2.1 Rich Media

Currently, the MU HMI department has included rich media on their website in the form of interactive Google maps, but we suggest adding more rich media like versatile interactive graphs and using them on several web pages. Doing so will, in theory, decrease the bounce rate. In other words, it will

keep a viewer on the webpage longer because they are creatively interacting with the content. An easy-to-use website that HMI could utilize to create these interactive graphs that we could recommend is called 'Infogr.am'.


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Example of Infogr.am


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2.2 Content Marketing

An important aspect of inbound marketing is making sure your website has quality content that is useful for the user. For HMI, this means providing informative articles and blogs about the health field as well as relevant links for professionals seeking to further their education. Currently, the webpage has articles linked to the HMI website. We suggest continuing this method, but actively updating the content.

Therefore, return visitors who are thinking about furthering their education will keep interest in the website due to its relevance. Another way to better utilize content marketing is through actively blogging about HMI and the health field, which is something HMI should consider for future marketing implementations. The continuance of effective content marketing will also affect search engines’ ranking of the

website because updated websites are ranked higher. Effective content marketing will not only create a website that is interesting to the visitor, but it can turn those visitors into future students.


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Currentwebsite

page


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Website in development


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Creating effective meta tags and a meta description for the website and social media sites will also play a role in bettering the website’s ranking in search engines. This will earn the HMI website a better, more accurate placement on Google search. By adding these keyword meta tags

and descriptions, Google will be able to more effectively crawl the site and find the most highly searched words and phrases. Google will also use this as the description on Google search, which is what appears under the website domain name.

2.3 Effective Meta Description


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Building quality backlinks is also an important factor in increasing SEO, so a continuance of doing so will be beneficial for the HMI website. In addition, social media sites should be linked to the HMI website, and vice versa, in order to have integrated marketing communication and increase traffic to other owned websites.

2.4 Build Backlinks

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In addition to creating a better user experience on the desktop website, there are improvements to be made on the mobile website.

Last year, Google revealed that mobile searches have surpassed desktop searches. This means that there should be an equal, or even greater, emphasis on the mobile user experience.

2.5 Mobile Site Improvements


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There are some simple ways to help viewers have a user-friendly experience on an easily navigated site. By compressing image sizes, for example, the loading time decreases, which is a component that Google analyzes when ranking sites. User experience on the mobile site will also improve if the font is made more legible and the tap sizes are increased, so zooming in is not necessary. This will increase SEO for mobile searches and encourage users to share/revisit the website.

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Finally, we recommend that analytical software, like Google Analytics, be utilized in order to measure the effectiveness of these updates.

Another form of earned media in the digital landscape is SEO in relation to social media pages. Similar to Google, Facebook also has an algorithm that ranks the posts in the Facebook news feed.

In order to make an effective post, the HMI Facebook handler should create posts that are in a high-ranking format. The length of the post is important. The number of characters before the “see more” line needs to be taken into consideration so users aren’t required to do an extra click. It’s also important to keep in mind that desktop and mobile Facebook sites differ in these character count limits.

2.6 SEO


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DO• Imagesorvideos• Embededcontentto

Facebook• Createbacklinkwisely

DON'T

• JustlinktoanimageontheHMIwebsite

• Usewordslike“share”,"like”,and“click”

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Another aspect to consider is the visuals included in your social media posts.

Posts with an image or video are more user friendly and therefore ranked well. It maybe beneficial to upload a jpeg that is only words as the visual if there is no image.

While it is sometimes beneficial to have your post link to another form of owned media, Facebook likes posts that are uniquely embedded on the Facebook

page. So, uploading an image directly to the Facebook page instead of simply linking to an image on the HMI website will increase SEO on the Facebook news feed. Keep in mind that Facebook wants its users to stay on the Facebook page, not be directed to another site. However, this doesn’t mean that your Facebook page shouldn’t link to your other owned media at all. Doing so will create another high-quality backlink to your website and guide Facebook users to more information.

Facebook also decreases rank for posts that sound like spam. For example, words like “share”, “like”, and “click” have lower rankings. In order to continue to be updated on earning a high ranking on social media sites, we recommend frequently checking socialnewsdesk.com.


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3. Social Media

The Facebook page and the LinkedIn profile can both be utilized to grab the attention of potential students and inspire them to look further into the HMI Program. We recommend that interesting and relevant content is posted and that more time is spent crafting enticing posts rather than a lot of posts. It is better to remain interesting but to not overwhelm the customer with too many posts. We

have created social media ads to post on the Facebook page in order to inspire potential applicants to take the next step and go back to school. These ads can be shared and liked by alumni, potential students, as well as the staff and faculty of the HMI department.


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Example of Facebookcontent


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Example of LinkedIncontent


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3.1 Paid Promotion On Facebook

Paid promotions on Facebook is another tactic that we recommend for HMI department use. More than 1.59 billion people use Facebook to connect with people and brands, and 64% of them use the social media site daily. Basically, it’s a tool that brands should be utilizing, and paid advertisements are a way to do so. The HMI department can choose the target audience for these ads based on their target demographic. As far as

budgeting for these promotions, the budget can be set up to suite the HMI department. We suggest setting up a social media advertisement campaign with the lifetime of individuals ads varying on the relevance of the ad graphic, etc. lasting for the six months leading up to January’s start-time with a budget of $1200.


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HMI can set a certain daily budget in addition to the lifetime budget, which will guide how Facebook places ads. The speed at which your budget is met depends on the audience size of your target market that the ad is reaching, your schedule, click rates, and your bid to reach your audience. Facebook has policies regarding these advertisements as far as text count, etc. in a graphic, which can be found at facebook.com/business. During the advertisement

campaign, you can use Facebook’s ad reporting tools to evaluate how effective the ads you placed are, and react accordingly. This tactic is ideal because, once the logistics are taken care of, the maintenance of doing an advertisement campaign on Facebook is relatively low, but it can have a measurable impact for HMI’s marketing.

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3.2 Paid Promotion On LinkedIn

LinkedIn has 414 million users and is an important site to utilize when trying to reach professionals. The HMI profile needs to be updated appropriately to reach your target market. This involves linking relevant articles and commenting on posts that are heathfield-related. In addition, HMI should be promoting the HMI Facebook page through LinkedIn because 87 percent of LinkedIn users have a Facebook account and could potentially go “like” the Facebook page. There are currently 609 members of the HMI Department’s LinkedIn group, and each of those people could be the driving force behind your next potential applicant. A few of those 609

people who see you on their LinkedIn homepage might have HMI on the top-of-mind awareness and mention the school in the workplace, where many potential executive applicants might be. It’s important to keep the MU HMI brand at the top of your member’s mind because, as research has shown, the majority of HMI applicants are referred to the program by individuals who have a relation to MU.


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3.3 Interaction

It is also important to follow all of the University of Missouri’s medical accounts on social media, as well as competitor’s accounts. Interacting with other accounts through the University increases awareness for the HMI department and can capture a broader audience that might not have been possible without the connection to other departments on social media. This also gives the opportunity for the content posted by the HMI accounts to be shared through other health-related departments.

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3.4 Social Media Advertisements

We have created social media advertisements to post on the Facebook page in order to inspire potential applicants to take the next step and go back to school. These advertisements can be shared and 'liked' by alumni and potential students, as well as by the staff and faculty of the HMI Department.


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4. Newsletter

We recommend that making some small changes to the newsletter will lead to a larger readership. More captivating content such as statistics, infographics, photos, health-related news, and interviews with current and past alumni will create a more

interesting and relevant newsletter. The newsletter can also be posted on the Facebook page and on the HMI website in order to gain more readers and create more interaction with potential students.

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5. Unpaid Interns

In order for our suggested tactics to be successful they need to be consistently monitored and managed. We recognize that the HMI staff have a lot on their minds, and it is difficult to pull full-time employees away from their current responsibilities. To solve this problem we recommend that the HMI department consider hiring an unpaid intern. This person could not only handle your SEO and social media posts, but they could begin blogging to reinforce your content marketing

techniques and bring more value to your owned media. Our research has shown us that a lot of effective marketing isn’t done solely through expensive events, but through a constant pull-method that has to do with your digital media. Therefore, creating an internship program so someone can focus on doing website and social media updates is valuable because that is where your target market prevalent. In addition, part of the intern’s responsibilities could be a high-quality

backlink campaign, where the student could write articles and then promote the article to organizations who would value the information and share it, which would further build awareness of the HMI department.Students are eager to gain experience and this is a great opportunity to help improve the current state of the HMI marketing plan without putting further stress or responsibilities onto the staff.


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6. Coffee Mugs

Creating coffee mugs with the HMI logo on them and sending them to alumni is a great way to market the department. Not only does it increase the amount of people who are exposed to the logo, but also it can help to spark conversations about the programs and experiences the alumni had. It is a simple tool that involves very little effort on behalf of the HMI department. The idea can also be spread to items such as pens or waterbottles.


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Tactics Timelime

Facebook Promotions

Networking Events

Newsletter

Website

LinkedIn

Conferences

Facebook LinkedIn Website

Minimum

Maximum

3x per week 2x per week 1x per month

10x per week 4x per week 5x per month


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April May June July Aug Sep Oct Nov Dec Jan Feb March

Tactics Calendar


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BUDGET


100

Networking Events

Search Engine Optimization

Facebook Promotions

Attending Conferences

Total$5,000

Unpaid Interns


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Networking Events

$2,000 ($2,000 for one event) This includes the cost of venues, food and drinks

for 100 people, and keynote speakers.

$1,250 ($250 per month for five months)


Facebook Promotions

$1,200 ($200 per month, will reach over 7,000 people)

$200 (Four conferences, $50 each) This includes entry fees and travel fees.


Small Budget Break Down

$0

Unpaid Interns


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Networking Events


Facebook Promotions


Unpaid Interns

Total$10,000


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Networking Events

$8,000 ($2,000 per event, four events) This includes the cost of venues, food and drinks

for 100 people, and keynote speakers.



Facebook Promotions




Medium Budget Break Down

$0

Unpaid Interns


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Networking Events


Facebook Promotions


Coffee Mugs

Unpaid Interns

Total$15,000


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$2,800 ($14 per mug x 200 alumni)

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Networking Events

$10,000 ($2,000 per event, five events) This includes the cost of venues, food and drinks for 100 people, and keynote speakers.



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Big Budget Break Down

$0

Unpaid Interns


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MEETOUR TEAM


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Meet Looma

Natalie DePasqualeAccount Executive

Kaylin CooperResearcher

Natalie is from Chicago, IL. This past summer she interned in retail. She is a member of Delta Delta Delta sorority and last year ran her first half-marathon! She

recently accepted a full time job for Macys in the Executive Development Program.

Kaylin is originally from Kansas City, MO. In 2011, she interned with The Clinton County Leader and became a freelance writer for them the following year. She has

worked various seasonal positions around the country, in states including Colorado and Michigan and also studied

abroad in Copenhagen, Denmark. She enjoys abstract painting and walking her dog, Chico.


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Caroline DaikerPublic Relations Specialist

Alyssa SturgisMedia Planner

Caroline is from St. Louis, MO. After graduation, she plans to return to St. Louis to attend law school at SLU. Over the past summer and winter breaks, she worked with World Wide Technology as a marketing and sales

intern. She currently serves as the treasurer of Phi Alpha Delta Pre-Law Fraternity and is a member of Sigma

Kappa sorority.

Alyssa is a Houston, TX native. She is currently the Marketing Manager of the University of Missouri MSA/

GPC Box Office. Last semester she worked on a campaign team to create a media plan and strategy for

Calhoun’s. Alyssa currently has eight living grandparents all under the age of 80!


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Wei (Vicky) GuoDesigner

Jordyn SammisCopywriter

Vicky is a designer from Guangzhou, China. She has interned as a news producer for Guangzhou

Broadcasting Network and as a magazine editor for the Correspondence of Student’s Affairs in China. Vicky likes

to eat ice cream… but only in the winter!

Jordyn was born and raised in Prior Lake, MN. During the summer of 2015 she interned at McCann-Erickson

Prague where she was part of a team to create a branding campaign for Chio Chips by Intersnack. She is currently the social media strategist and president of Little Sisters of the Pearls and Rubies, a service

organization at Mizzou.


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Duwon YohSocial Media Specialist

Duwon came to Mizzou from Seoul, South Korea. Along with interning with the marketing team at Dong-il Corp’s,

he has interned at the Economic Review, a weekly magazine in South Korea. Duwon likes to watch english

football in his spare time!


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APPENDIX


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Primary Research

Survey Questions

1. Which of the following best fits your career field?• Education• Arts/Entertainment• Architecture, Planning, or Environmental Design• International• Engineering or Computer Science• Law or Public Safety• Business• Environment• Communications or Hospitality• Nonprofit• Health or Medicine• Biological or Physical Sciences

2. Did you know that 20 cents of every US dollar is spent on the health field?• Definitely yes• Probably yes• Might or might not• Probably not• Definitely not

3. On a scale of 1-10, how likely would you be to go back to school?

4. Please check any of the following sources you would refer to when searching to further your education?• Coworkers• Online• Friends/Family• Past educational institution• Social Media• Other (Please Specify)• None of the above

5. Please indicate the source you would find most valuable (from previous question)?


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6. Which of the following programs have you heard of within the health field? • SLU EMHA (St. Louis University Executive Master of

Health Administration)• MU HMI (University of Missouri Health Management

and Informatics)• UAB MSHA (University of Alabama at Birmingham

Master of Science in Health Administration)• KU HMI (University of Kansas Health Management

and Informatics)

7. Please rank the following in order from what you view as the most qualified (1) program to the least qualified (5). Drag to place in order. • SLU EMHA (St. Louis University Executive Master of

Health Administration)• MU HMI (University of Missouri Health Management

and Informatics)• UAB MSHA (University of Alabama at Birmingham

Master of Science in Health Administration)• KU HMI (University of Kansas Health Management

and Informatics)

8. How have you heard about these colleges?

9. Please rank the following of what is most important (1 being most) to you in selecting a particular college to attend (drag to place in order).

• Location• Academic Quality• Networking Opportunities• Price/Financial Aid Available• Opinions of current/past students• Employer recommendation • Other (please indicate)

10. Which of the following social media platforms do you use?• Facebook• LinkedIn• Twitter• Other


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11. How much time, on average, do you spend on Facebook in a week?

12. How much time, on average, do you spend on LinkedIn in a week?

13. How much time, on average, do you spend on Twitter in a week?

14. How likely would you be to further your education if you knew it would increase your pay grade?

15. How likely would you be to further your education if your boss encouraged you to do so?

16. How likely would you be to further your education if the courses were majority online with monthly Saturday classes?

17. How likely would you be to further your education if your peers at work had done so successfully?

18. Do you know if your employer offers financial aid or promotions for furthering your education?

19. What would keep you from furthering your education?• I’m comfortable where I am• Lack of information about higher education programs

in my field• Not enough time• Lack of incentives from employer• Not enough funds• Location/transportation issues

20. How much time would you spend traveling to an educational institution to receive an accredited degree?

21. What is your gender?• Male • Female


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22. How old are you?• Under 30• 30-35• 36-40• 41-45• 46-50• 50 or over

23. What is the highest level of education you have completed?• Less than high school• High school/ GED• Some college• 2-year College Degree• 4- year College Degree• Masters Degree• Doctoral Degree• Professional Degree (JD, MD)

24. What is your annual salary in U.S. dollars?• $0-$25,000• $25,001-$50,000• $50,001-$75,000• $75,001-$100,000• $100,001-$125,000• $125,001-$150,000• $150,001-$175,000• $175,001-$200,00• $200,001 +


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Interview Questions

1. How was your experience throughout the course? Anything you really liked about it? Things that need improvement?

2. How did you originally hear about MU’s HMI program? (Social media, a co-worker/your company, MU Health website)

3. Did you look at other schools when deciding to get your HMI degree? If so, which ones and why did you decide upon MU?

4. How has earning this degree affected you positively? (Income level, career, etc.)

5. What demographic did you fit into when you enrolled? (Age, family type, income level)

6. Why did you choose MU’s HMI program? What attracted you to the program?

7. Would you refer others to this program? Why?


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