Marketing Vision Statement
The goal of any marketing campaign should be increasing awareness of a product. In the case of UCLA Summer Sessions, the “product” is one of unquestionable quality: the excellent programs available at UCLA. The constant goal of marketing efforts should then be an increased Summer Sessions presence on the UCLA campus, which will lead to increased awareness of programming among UCLA students, followed by UC students, local high school students, students from other U.S. and international universities, and the community at large. The desired effect of this increased awareness is increased enrollment.
Summer Sessions will effectively
use electronic tools, including email blasts, targeted
emails, and assiduous maintenance of the Web site
with eye-catching graphics and constantly updated
content. Gradually, the Office of Summer Sessions
will achieve brand awareness through careful use of
the upcoming logo, banner, and other graphic constants.
Marketing will strive to make sure the message, both
textual and graphic, remain consistent.
Part of marketing is building relationships inside
and outside the UCLA community. Summer Sessions staff
will meet with members of other departments, attend
professional conferences, visit cultural centers,
contact the press, and cultivate contacts with secondary
institutions.
Immediate-term:
• Emails to UCLA and UC students highlighting
selected programs.
• Targeted email to available lists (UCLA majors,
PSAT, SAT, high school teachers, etc) about each program
individually.
• Attend relevant professional conferences.
• Flyer to the greatest extent possible; look
into university system of posting flyers on kiosks.
• Visits to Student Affairs Officers and to
classrooms where appropriate and possible.
• Constant updates and improvements to the Web
site.
• Event production including information sessions
on various programs and Summer Preview 2006
• Inexpensive media buys, for instance bus cards
Intermediate-term:
• Relationship building within the UCLA community
and without by attendance at more events.
• Further partnerships and collaborations with
other departments by hosting and attending joint events.
• More targeted email campaigns to other UCs
(Student Affairs Officers, for instance)
• Direct mail campaigns to other universities
and community organizations
• Increased press coverage through cultivation
of journalistic contacts and timely press releases
Long-term
• Grant writing—getting money to help
students attend our programs and to develop new programs
• Strategic media buys to enhance national presence
(The New Yorker, New York Times, etc)
• Public outreach, including hosting high school
students on campus, providing guest lectures on college
curricula for high school students, taking some programs
off-campus to reach distance learners
If you have ideas on marketing or need help with your own marketing projects, please contact Kathleen Micham. Please keep in mind that the Summer Sessions marketing department is trying to achieve a consistent image. If your department would like to create its own materials, please allow us to help you with review and production.
Please click here for a chronology of our email marketing.