See Differently Dalhousie University Open House October 2223, 2004

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See DifferentlyDalhousie UniversityOpen
HouseOctober 22-23, 2004
Communications and Marketing Strategies
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Dalhousie University Open House

• Goals
• Draw potential undergraduate students from HRM
  and province-wide
• Enhance Dalhousies community reputation
• Communications
• Promotion
• Product

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Marketing strategies

• Branded event Integrated, consistent Dal really
  has its act together . . .
• Build brand
• Test pull/appeal to target audiences (program and
  promotion)
• Direct market to high school students,
  teachers/guidance counselors through Registrars
  Office activities

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Tactics

• Establish a website that serves both internal
  (committee needs) and external (public
  information) needs
• Promotional media-buy aimed at students/parents
• Dalhousie video (legacy)
• New Dalhousie map both in print and electronic
• School visits partnerships connections
• Promotional partnership with radio station

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Products (required)
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Promotional activities
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Milestone dates

• Market research complete.... July,
  2004
• Approved media plan/product....Aug. 11,
  2004
• Program/schedule content finalized... Sept.
  10, 2004
• Website content finalized... Sept. 17,
  2004
• Website goes live.. Oct. 1, 2004
• Program/schedule design complete Oct. 1,
  2004
• Launch paid media .. Oct. 2, 2004
• Delivery from printers... Oct. 18,
  2004
• Open House opening day. Oct. 22, 2004