University of Montana tweeks student marketing strategy - UM's top administrators met with the Missoula City Council and Board of County Commissioners
|November 23, 2016||View for printing|
Just as the University of Montana takes a new approach on recruiting future students, so too is it changing its marketing strategy, placing more attention on content while tapping into technology used by the Millennial generation.
On Tuesday, UM's top administrators met with the Missoula City Council and Board of County Commissioners in what has become an annual exchange of ideas, needs and updates. This year's session explored housing, strategic planning, and marketing.
"When you think about marketing, most people just think about promotion, but that's a very small sliver of marketing," said Mario Schulzke, the university's chief marketing officer. "In the science of marketing, you talk about product, price, place and promotion."
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While I hope UM is successful in increasing student enrollment and I understand (to some extent) alumni wanting more UM advertising at Griz games, I personally see that as wasted money. If a minister only gives his message to those who attend church, he misses many conversion opportunities. In other words, how many people not already interested in UM will see ads aired during Griz games? This seems to be only marketing to UM graduates - not potential students. I do agree with many of the other avenues outlined by Mario.
I was also very impressed with the innovative programs that Tom Crady, VP for Enrollment, Student Affairs and Mike Reid, VP for Administration and Finance are implementing to improve operations and outreach at the U on many levels.
It takes awhile to refine the course of an institution as big as the U of M but I heard statements that there's a tidal shift in the works that includes a much greater involvement with individuals in the Missoula community and their extensive technical, marketing and financial expertise.
Missoula and the U of M are linked in so many ways and Arthur Ave. should not be a barrier to collaboration.
How can you offer your expertise and support to help guide a more inclusive and successful community?
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