As a final project for Agnes Scott College’s Bridge to Business Program (B2B), I worked on a team of six to collaboratively design a strategic marketing plan for B2B. We were tasked with designed B2B Program’s strategy, marketing plan implementation of strategy, and a promotional video. I have included our project below.
Mission Statement
Bridge to Business (B2B) provides a brief, yet comprehensive, educational opportunity for Agnes Scott students to study the functional areas of business, including international business, project management, finance, strategic management, marketing, and investing. The program uses an interdisciplinary approach to allow students across all majors to study how these different functional areas of business can be used in their career fields. B2B fosters a fast-paced and innovative environment in which students can practice new skills during lectures, site visits, panels, and case studies. Throughout the program, students will develop new tactical business technology skills as well network with Georgia Tech professors and Agnes Scott alumni.
5 C's of Marketing Strategy
Competitors
B2B must compete with jobs, internships, and college courses during the academic summer.
Customers
B2B’s customers are solely Agnes Scott College students.
Collaborators
B2B collaborates with the Agnes Scott College, Georgia Tech Scheller College of Business, and Turner Broadcasting Company.
Company
B2B is a part of the greater Agnes Scott College organization, specifically the Business Management department.
Context
B2B operates in the context of higher level education and summer intensive experience programs. Typically, many college students spend their summers gaining professional experience via work, courses, or intensive hybrid programs.
4 P's of Marketing Strategy
Price
$2,700 course
$546 housing
$3246 total cost
1,700 potential scholarship
Promotion
Presence on Agnes Scott College’s Website
Professor Testimonials
Alumni Testimonials
Free Program Merchandise
Campus Print Promotional Media
Word-of-Mouth Promotion
Email Marketing
Product
3 Week Program
6 Credit Interdisciplinary Course
Designed for Agnes Scott College students to study the functional areas of business
Place
Agnes Scott College
Calendar Outline
August 5
Club Fair
A table staffed by B2B alumni volunteers will generate publicity for the program. The program will reach early adapters at Agnes Scott College’s annual fair for student campus life and organizations.
November 27
Newsletter Announcement
There will be a a campus-wide “Save the Date” announcement in Agnes Scott College’s weekly newsletter The Irvine. The message will reach a campus-wide audience via email.
January 10
Professor Testimonials
Professors who have collaborated with or observed B2B will be asked via email to promote the program. Professors will act as program ambassadors to generate student interest by speaking about the program in the classroom setting.
February 7
Undergraduate Email
The B2B program director will email the Agnes Scot College undergraduate listserv, providing an overview of the program. This email will provide a concrete program outline, including the official start and end dates. This email will reach all undergraduate students, serving as a reminder for many to begin registering.
February 12
Program Alumni Panel
The program director will moderate a B2B alumni panel hosted on the Agnes Scott campus. Panelists, who will be current undergraduate students, will share their experience and answer questions about the program. This event will targets invested students who are interested in learning more before registering for the program.
March 18
Program Print Media
Print media brochures, posters, and table tents will be posted in key spots on the Agnes Scott campus. High traffic campus locations, including resident halls, academic buildings, and student amenities, will post print media to remind students of the program. The print media wave will reach late adapters to prompt registration action.
April 1
Deadline Email
The program director will send a final email to the undergraduate listserv prompting students to register for the program before the deadline. This email will prompt late adapters to take action before the registration deadline.
Promotional Merchandise
Each program participant will receive a complimentary “Agnes Scott purple” water bottle. Alumni will inadvertently promote the program and identify themselves to peers by using their B2B water bottles on campus. This will generate word-of-mouth promotion.
Promotional Video
Agnes Scott College will feature the following video in its digital marketing activities. The video will be included on the Agnes Scott College Bridge to Business Program webpage. Additionally, it will be attached to the newsletter announcement as well as promotional emails to the undergraduate listserv.
Conclusions
Through the course of the project I learned how to design a comprehensive marketing plan from inception to completion. I applied marketing strategy concepts like the 5 C’s and 4 P’s of marketing. Additionally, I practiced creating promotional concept material including the merchandise image and informational video. In short, our final project allowed me to apply theoretical concepts as well as generate marketing materials.
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