Location/Affiliation

• Azusa, CA
• Non-denominational

• La Mirada, CA
• Non-denominational

• San Diego, CA
• Catholic

• Seattle, WA
• Free Methodist

• Salem, OR
• Methodist (loosely)

Annual Budget & Enrollment (2003/2004)

’03 Budget: $118 million
UGrad:   4,373
Grad:      3,845
Total:      8,218

’03 Budget: $73 million
Ugrad:     3,012
Grad:       1,617
Total:      5,094

’03 Budget: $242 million
Ugrad:    4803
Grad:      2459
Total:     7262

’03 Budget: $65 million
Ugrad:                     2859
Grad/Post Bach:        869
Total:                      3728                

’03 Budget:  $66 million
Ugrad:     1943
Grad:         685
Total:       2628

Characteristics of Marketing Function

• “University Marketing & Creative Media”
• Highly centralized
• Director of Marketing reports to VP U. Advancement
• 21 full time employees & 40-50 interns: uses account teams (AE; creative design; writer/editor)
• Handles all external promotional activities
• Manages outsourcing
• Owns website

• “Marketing Communications”
• Highly centralized
• Director of Marketing reports to VP Advancement; & sits on Cabinet.
• 14 full time employees & 4-5 interns
• Handles all external branding & promotional activities
• Manages outsourcing
• Owns website (since 2002)

• “Marketing and Strategic Partnerships”
• Highly centralized
• Asst. VP Marketing reports to VP Mission and University Relations
• 22 full time employees
• Handles events, corporate partnership, publications & advertising
• Manages outsourcing
• Owns website

• “Marketing and University Relations”
• Highly centralized
• AVP Marketing reports to VP U. Rel. Relations
• 60 full time empl;   15 in mktg/comm. functions.
• Depts. handle admissions, student acad services, financial aide, communications PR, News services and publications
• Owns website

• “Public Relations & Communications”
• Highly centralized
• Assoc. VP of Public Relations and Comm.
• 12 full time empl. with responsibilities for web page design, publications, creative design and editing, media relations. 97% of all publications and brochures come through office.
• Owns website

Budget for Advertising, Creative Services & Printing

• University wide promotion budget: $3,000,000 (2.6%)
• Clients “pay” for MCCS out-of-pocket costs

• University-wide promotion budget: $1,800,000 (2.5%)
• MC controls advertising budgets, pub. budgets paid for by operating units.

• University-wide promotion budget:  Over $4,000,000 (1.7%)

• University-wide promotion budget: $1,500,000 (2.3%)

University-wide promotion budget is about $1,500,000 (2.3%)

Brand Ownership

• MCCS owns APU brand; helps clients develop individual brands within APU family brand

• MC owns brand; consults with deans & other clients on research, market demand, promotions

• MSP owns brand; consults with stakeholders

• University Relations owns the brand

• PR and Com group owns brand

Comments & Recommendations

• Strong leadership from President is critical
• Internships critical to success and mission.

• Strong leadership from President
• Strong/credible Director needed
• Marketing tied into strategic planning

• Strong leadership from President.
• Needs strong champion

• Strong leadership
• Weekly marketing committee meetings
• Central control is key
• “Expensive at first but worth it”

• “Leadership must be enthusiastic about centralized marketing for it to succeed.”
• “You get what you pay for”