Marketing at Memorial

Harvard University often conjures up images of Ivy League, varsity teams and
a long history of tradition. People also think of the University of Toronto as Canada’s premier research university with a dignified reputation. But what about Memorial University? If you were to ask 10 different people, you are likely to get 10 different answers. There doesn’t seem to be one image or concept that exemplifies Memorial. But there is a plan in the works to change all that.

Memorial University’s Strategic Framework acknowledges that the university does not have a readily identifiable image and calls for the development of a marketing plan. University Relations has been charged with the responsibility of coordinating the development of the marketing plan.

An integrated marketing plan is a holistic approach to communications and marketing, whereby the entire organization communicates a consistent “position” or brand. According to Victoria Collins, director of the Division of University Relations, “the marketing plan will bring cohesiveness to Memorial’s promotional activities and publications, with the ultimate goal of creating a brand or image that is unique to Memorial.” The plan is currently being developed in collaboration with the Bristol Group, a local marketing consulting firm.

In addition to creating a brand and image, Ms. Collins said that there are a number of other reasons for the development of the plan.

“Fewer students are in high school, decreasing the student recruitment pool. Yet, we would like to maintain the same size student body we have now - between 14,000 and 16,000,” Ms. Collins said. “With the decline in the high school population, we know it is going to be very challenging, so we need to be sure that we accurately and compellingly convince both students within the province, as well as students outside the province, to consider Memorial as a post-secondary choice.”

Building the reputation of the university is another goal that can be facilitated by the introduction of a marketing plan. Memorial University is well known within the province, but its image is not as strong in the rest of Canada, the United States and internationally.
The marketing plan will highlight strategic measures that could be beneficial in creating a wider consciousness of the institution. Currently, the integrated marketing plan for Memorial is in the final stages. A positioning statement has been drafted by the Marketing Working Group, an advisory committee with representatives from across the university. A positioning statement is the distilled expression of the university – it reflects both who we are now and who we want to be. Ms. Collins has discussed the positioning with several focus groups such as Paton College proctors, the Alumni Association executive and Grenfell College administrators.

According to Ms. Collins, “the draft positioning has been well received, and the feedback has been positive.”

The draft positioning statement hinges on three, unique core claims about Memorial: comprehensiveness, experiential learning and location. “Although, neither one is unique individually, when placed together as a group, they convey a distinctiveness,” Ms. Collins notes.

Comprehensiveness refers to both the broad range of courses and degrees offered, as well as the different modes and locations of learning opportunities at Memorial. For example, there are degrees available in a wide range of disciplines at four campus locations plus via distance education. The second major theme, experiential learning, refers to the fact that Memorial offers many different ways to enhance the learning experience for students outside of in-classroom learning: co-op work terms, field courses, MUCEP, internships, studying abroad and more. Finally, the unique location of Newfoundland and Labrador, and how Memorial has adapted and responded to it, helps to create an identity for the university. This does not only mean the physical location, but also the programs that location has spawned and how the university has responded to its environment.

“Using these core claims, we will build a positioning for Memorial that will then be used in marketing efforts for the institution, and can be reflected in the marketing undertaken by the university’s various units,” Ms. Collins said.

Ms. Collins expects the plan to be ready later this summer but already the positing is being used in the development of some promotional materials. This summer, the Office of Student Recruitment and Promotion are reflecting the three core claims to develop a new university recruitment view-book.