James Madison University 

JM(​YOU​) Find Your Community 

MKTG 384 Integrated Marketing Communications

July 1st 2020-June 30th 2022
James Madison University
Northern Virginia Solutions
Professor Canessa Collins
Lauren Merrifield, Grace Knowles, Nate Rummel, Mikiela Grassley, Andrew McLindon
4/22/2020

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 Table of Contents

3…………………………………………………………………Agency Philosophy
4-5………………………………………………………………Executive Summary
6-7………………………………………………………………Industry Background
8-9………………………………………………………………Company Snapshot
9-11…………………………………………………………..…Description
11-16……………………………………………………………Competitive Review
17-21……………………………………………………………Buyer Analysis
22………………………………………..………………………Promotional Program Analysis
23…………………………………………….……..…………..Marketing Goals
24…………………………………………………...…………..IMC Objectives and Strategies
25-27…………………………………………….……………...Creative Brief
28-41……………………………………………….…..……….Media Plan
42……………………………………………….……………….Media Flowchart
43……………………………………………….……………….Budget Breakdown and Summary
45……………………………………………….……………….Measurement and Evaluation
46……………………………………………….……………….Conclusion
47-57…………………………..……………….……………….Appendices
58-60………………………………………………...………….References

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 Agency Philosophy

Northern Virginia Solutions

Building brands from the ground up.

Our competitive advantage lies in our deep understanding of the market focused
around the geographic area of Northern Virginia. We are best suited with the knowledge,
experience, and tools to reach as much of this market as possible. Our decades of
experience in this region and creative employees give us an advantage in executing an
integrated marketing plan that will set your company apart from its competition.

Our philosophy is that the client always comes first. We value innovative ideas that can
grow brands, no matter what stage they’re at. We believe that no idea is too crazy for
consideration and it is the foundation behind our creative process. We find unique solutions
that create new connections and drive results.

Our mission is to cultivate our client’s brand to allow them to realize their fullest potential.

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 Executive Summary

Major Target Audiences:

The main component of the target audience for this campaign are 15-18 year old high school students in
middle to upper class families, as well as their parents. Potential transfer students from community
colleges such as NVCC will also be included. James Madison University strives for academic excellence,
so students with a 3.0 GPA or higher will be the main focus.

Time period of the plan:

This time period of this plan covers a two-year span. The campaign is implemented starting July 1st of
2020 and ending June 30th of 2022, unless adjustments or extensions are needed. NVS will re-evaluate
at the end of each year and measure the effectiveness of the campaign.

Year 1: July 1st, 2020 - June 30th, 2021

Year 2: July 1st, 2021 - June 30th, 2022

Campaign Objectives:
The main objective of this campaign is to inform highschool students in the Northern Virginia area of the
unique benefits James Madison University has to offer them and to encourage them to apply. The
emphasis will be placed on JMU being a community where everyone has their own individual place, while
still feeling like home. JMU has been recognized nationally for student satisfaction (No. 2 out of Top 5) by
a Wall Street Journal/US College Rankings 2020 Survey. This says a lot to prospective students, to hear
from the opinions of current students or alumni, which makes it an important area of emphasis for the
campaign. The goal is to present JMU as a university that helps with a smooth transition for highschool
students to the next step of their lives, due to a strong sense of community and belonging. These ideas
will be prominent through the campaign slogan: “JM(YOU) Find your community.” JMU does this by
offering a multitude of opportunities for students to get involved- with over 350 clubs and organizations.
Finding your community can be done in ways other than student organization involvement. JMU has
created a culture of happy students that look out for their peers. Student satisfaction has come from
beautiful amenities, top-ranked campus food, academic achievement, and professional development.
Another objective of the campaign is to showcase these benefits in order to communicate the value JMU
provides to high school students and their parents. Our goal is that these potential students feel that JMU
can offer them a space to be themselves, become the best version of that self, and ultimately feel
confident going into the next step of their lives.

Campaign Theme/slogan:
“JM(YOU) Find your community”- a clever and straightforward phrase that highlights the individualized,
but inclusive experience that JMU provides. The slogan is intended to be used as a hashtag on social
media platforms, and encourage JMU students to share their own photos with friends. This theme
emphasizes that at JMU, there’s an individual community for everyone amongst the larger student body
community. JMU is a place where you can be yourself and discover yourself. Emphasis will be placed on
student life and personal opportunities JMU provides.

Overall Budget Total:

JMU has provided a budget of $250,000 for each of the 2 years the campaign runs. Most of the budget
will be allocated to advertising, sales promotion, and direct marketing. After taking into consideration the

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target market and the product, it was decided that these tools would be most effective in reach and
communication to achieve campaign objectives.

Summary of each section:

This IMC plan covers everything from the overall campaign theme, industry research, to the nitty gritty
details of promotional elements. Industry background covers research of trends, issues and other
elements affecting the environment of the higher education industry. Company snapshot addresses
current strengths and weaknesses of James Madison University, as well as its position in the market.
Competitive review looks at main competitors, direct and indirect, to allow for comparison to JMU. Buyer
analysis covers who the buyer is, their buying process, and other factors influencing the purchase
decision. Promotional program situation analysis takes a look at JMU’s past and existing marketing
tactics, including spending, promotion mix, message strategies, and media strategies. Marketing goals
cover specifically what is to be accomplished by the marketing program. IMC objectives and strategies
state what the plan will accomplish overall and how that will be done. Creative Recommendations
consists of the creative brief, which outlines the overall creative strategy of the IMC plan, and answers the
who, what, how, why questions. The media plan includes details for each marketing effort and how they
will contribute to the overall IMC plan. The media flowchart shows a big-picture view of the timing for each
element and activity of the IMC Plan. The budget summary breakdown and summary shows what each
dollar is allocated towards, including totals for each campaign element. Measurement and evaluation
describes the methods by which the effectiveness of the campaign will be measured.

Evaluation program:
In order to be successful, it is imperative that aspects of this plan be tracked and evaluated and its data
analyzed in order make changes as necessary. The most important data to track will be the number of
inquiries, applications, and enrollment numbers year to year. In order to collect this data, Northern Virginia
Solutions will be working closely with James Madison University’s Office of Admissions and other relevant
[Link] instances of person-to-person contact including events such as campus tours, college fairs,
or speaker events, there will be surveys sent out determining the effectiveness of the communications
that took place. For online and social media postings, we will use click per thousand (CPM) in order to
measure the number impressions that are made for each separate post. Separately, all vehicles of
advertising will produce data in terms of responses or actions taken by the recipient. As data becomes
available, it will be evaluated to best inform this campaign and James Madison University to make
educated and data driven decisions. An important note: as Northern Virginia Solutions collects, analyzes,
and synthesizes data that is collected, this plan is flexible and is capable of making changes as necessary
to achieve this campaign’s objectives.

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 Industry Background

There are about 2,378 four-year colleges and universities in the United States. The number
of students attending is estimated to be 21.3 million, including part-time, full-time,
undergraduate, and graduate students. The total revenue of the industry in 2019 was
$512.1 billion (IBIS World). Annually, there is 1.3% growth in industry revenue.

Current Trends/Developments Affecting the Promotion Program

Recently, there has been a higher high school retention rate. In the 2016-2017 school year,
the adjusted cohort graduation rate (ACGR) for public school students was 85% (IBIS
World). This is the highest it has been since the rate was first measured in 2010-2011.
There has also been a growth in online education. In 2016, 2,974,836 were enrolled
exclusively online, out of the total of 20,224,069 students. That number grew even more the
following year. There’s been an increase in government funding to higher education
organizations. Private funding combined with government funding will drive industry
revenue growth by 2.9%. A lower unemployment rate has encouraged students to pursue
the workforce, rather than secondary education. Tuition fees have also been increasing for
four-year public institutions each year by 1.7%.

Macro-environment Factors and Issues

Demographic

JMU welcomes students regardless of age, gender, race, etc. The majority (47.1%) of
college students are between the ages of 18-22. The following majority of college students
fall between the ages of 22-29. An issue has been that educational attainment gaps in
Virginia remain by region and by race/ethnicity. Also, birth rates are on the decline, meaning
less and less students will be applying to colleges every year.

Economic

Students either need parents who are willing to pay for their tuition, or they need to secure
financial aid and student loans, as tuition and unemployment rates increase this will become
more of a challenge. Nearly 70% of federal student aid comes in the form of student loans,
30% is from federal grants that are not repaid (IBIS).

Technological

Online education is becoming increasingly popular, JMU has to find a way to adapt to this
changing landscape.

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Political

JMU is a public school and therefore does not have any political leanings. However,
government funding is very important as it provides just over 40% of funding for
postsecondary education across the country. This funding has improved at a rate of 0.9%
annually.

Legal

For non-citizens, enrollment and obtaining financial aid are more difficult. Students must
also abide by the University Code of Conduct.

Social

JMU is a well known state school in Virginia, and is already very popular in the Northern
Virginia, Richmond, and Virginia Beach areas. They also have top ranked programs in
business and nursing. This leads to better visibility for graduates and more job
opportunities. A large number of people are also returning to school now in pursuit of
Masters degrees. The availability of job opportunities near or on campus is important for
students.

Cultural

JMU prides itself in its diversity and inclusion of students from all backgrounds. It provides a
great environment and countless opportunities for student involvement in sports teams,
greek life, and more.

Environmental

Located in the Shenandoah Valley, JMU is known for the beautiful scenery it is surrounded
with, and understands the importance of sustainability. From maintaining an impressive on
campus arboretum to working with students and faculty on various sustainability
management projects, JMU makes the environment a top priority.

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 Company Snapshot

Place in the Industry (e.g., size, growth, image)

In the Fall of 2019, James Madison University had a total enrollment of 21,808 students,
with 19,883 being undergraduates and 1,925 being graduate students. For comparison,
total enrollment at the University of Virginia, Virginia Tech, and Christopher Newport is
21,985, 30,598, and 4,990, respectively. 2019 graduates of JMU had a median starting
salary of $54,200, compared to the national average of $51,000. JMU has a 90%
first-to-second year retention rate, compared to the average among Virginia universities of
67% and the nationwide average of 68%. James Madison is ranked as the #1 school for
innovation in the South by U.S. News, and is nationally recognized as the #1 most
recommended school by the Wall Street Journal.

Sales History

For the 2015-2016 school year, JMU in-state undergraduate tuition fees totaled $19,048,
this has since increased to $27,686 for the 2019-2020 year. JMU operating revenue has
increased as well, going from $391,550 in 2015 to $443,104 in 2018.

Target Markets

● High school students in the Northern Virginia area

● Community college students looking to transfer to a university
● Out of state students looking to go to college in Virginia
● Athletes aspiring to play on a Division I team
● Parents with children ages 14-18
● Students looking for top ranked business and nursing programs

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Positioning

JMU is ranked #2 out of the public schools in the Regional Universities South category. It is
also recognized as the #1 Most Innovative School. Ranked #7 out of all Virginia schools for
tuition expense, but is also recognized for delivering value for your dollar.

Brand Review

James Madison University is a community committed to preparing students to be educated

and enlightened citizens who lead productive and meaningful lives. It is their vision to be a
national model of an engaged university- engaged with ideas and with the world. The
university values diversity, community, and academic excellence. The culture and education
prepares students for the
next-step into their
professional careers, and JMU
takes pride in its 90% first to
second year retention rate,
which emphasizes its focus on
student satisfaction. JMU sets
itself apart from its
competitors by providing
students a unique
environment where they can
learn, engage, and connect.

Description

Market Share, Sales, Growth

JMU has a market share of 6.8% and 0.1% nationwide. In 2019, it received 11.9% of the all
in-state freshmen in Virginia attending a 4 year institution. Between 2015 and 2019,
enrollment increased by 2.8%, or 0.7% annually. In the fall of 2019, JMU had 19,883
undergraduate and 1,925 graduate students enrolled.

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 SWOT

Key Benefits: ​High retention and graduation rates, nationally ranked business and nursing
programs, impressive campus food, great location, lots of opportunities for student
involvement
Brand Image: ​Large state school with great academics, top sports teams, and enthusiastic
students
Brand Positioning​: In the perceptual map, it’s clear that James Madison University ranks
highest in student satisfaction compared to all other public Virginia universities. This is a key
element to capitalize on during the campaign. Since it’s fairly common knowledge that JMU
is not as highly ranked in academic reputation as schools such as Virginia Tech or
University of Virginia, claiming space in the market as the university with the highest student
satisfaction rates would be a great way to brand itself.

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Perceptual Map

Competitive Review

Direct Competitors
James Madison’s direct competitors are other top public universities in Virginia. These
universities are recognized for academics, as well as athletics, and student life. They’re
comparable in the value they offer students and the return on investment.
There are a number of recognized colleges and universities in the state of Virginia.

Virginia Tech

Target Markets​: parents of and high school students in

middle-upper class families; student’s who are strong
academically and well-rounded

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Positioning​: Great value education for a good price ($13,691 in-state tuition, $32,835 out of
state); ranked #74 out of national universities
Budget​: $1.1 billion
Current Advertising​: strong execution of brand image, use of multiple platforms including
email marketing, print and digital media, website content, PR, and social media
Direct Marketing​: Print cards sent directly to potential, current, and past students, including
a magazine sent specifically to VT alumni, on-campus tours, college fairs
Sales Promotion​: discounts offered on University Bookstore website and apparel shop
during certain holidays, and discounts on football game tickets
Public Relations​: service is emphasized through their tagline “UT Prosim” meaning “That I
May Serve” and student involvement in VT Engage programs is published, on-camera
interviews conducted, including their own television and radio broadcast
Message Strategies​: message strategies are factual but tend to have emotional appeal,
strong focus on sense of community, service, school pride, student information, and event
coverage
Media Strategies​: strong social media presence on Instagram, Twitter, Facebook, Youtube,
LinkedIn, and Snapchat; print media includes VT magazine and other print direct mail
pieces
-Use of video content, pictures, branding images, etc.
Overall Assessment​:Virginia Tech has a very strong brand presence overall. The school is
well-known for academics, student life, athletics, and especially community service.
Compared to JMU, it is highly selective with prospective students, which may deter some
applications. Cost for enrollment is slightly higher than JMU, but comparable. Virginia
Tech’s brand presence, student life, and athletic success makes it a top competitor for JMU.

University of Virginia

Target Markets:​ Middle and upper class academically driven

high school students, athletes looking to play on a top Division
1 team, parents of high school students
Positioning:​ Top academic state school, multiple national
champion sports teams, ranked as top public university for
student satisfaction
Budget: ​$1.39 billion
Current Advertising: ​strong branding presence, digital and print media, web content,
social media, and sponsorships
Direct Marketing: ​direct mail pieces sent to current and potential students (email and print),
campus tours offered, appearances of representatives at college fairs
Sales Promotion: ​discounts offered on bookstore items and merchandise, sales on sports
event tickets
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Public Relations: ​donations made to charities, website boasts about economic impact-
providing directly or indirectly 1 in every 76 jobs in VA, students and faculty contribute
volunteer hours to local charities
Message Strategies: ​messages mainly support branding efforts of emphasis on academic
success, student life, and research; focus on topics like current events, information for
current students, sports accomplishments
Media Strategies​: uses various social media- Instagram, Facebook, Twitter, Snapchat, and
Youtube; there is a variety of content posted including student photos, videos, infographics;
encourages student involvement in media “DM us your photos for a chance to be reposted”
Overall Assessment: ​UVA is an institution known for thriving in academics and research.
Compared to JMU, this university is highly selective with its applicants. Tuitions and fees
are also significantly higher in comparison to James Madison. The university is also ranked
nationally for student satisfaction among public universities, which could be a potential
threat to JMU.

Virginia Commonwealth University

Target Markets: ​High school students of all

backgrounds, athletes looking to play division 1
sports, students looking to go to school in a big city
Positioning:​ State school with a great urban
atmosphere, very diverse, top arts and medical programs
Budget: ​$1.3 billion
Current Advertising: ​direct mail, email and print, to potential and current students, social
media, web-based advertising, and website content
Direct Marketing: ​direct printed mail inserts to students, campus tours
Sales Promotion: ​game day promotions offered and giveaways of merchandise at events,
promo codes and coupons offered for bookstore
Public Relations: ​website boasts that students perform over one million community service
hours in a year, committed to diversity, $6 billion in economic impact to Richmond as its
largest employer
Message Strategies: ​messages have an emotional and rational appeal, mainly addressing
aspects of student life and presenting information about upcoming events, phrases used are
less professional and more relatable to young students
Media Strategies: ​very prominent on social media, across all platforms, including
Instagram, Twitter, Snapchat, Youtube, Pinterest, Facebook, Tumblr, LinkedIn); hashtags
commonly used across these platforms are #VCU, #makeitreal, #VCUreal; digital media
content is advanced and artistic

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Overall Assessment: ​VCU is mainly associated with its advanced arts and medical
programs. It consists of a diverse population and resides in an urban area. VCU has a
higher acceptance rate in comparison to JMU. Tuition and fees are also slightly higher
relative to JMU. It’s a top 3 Virginia research facility, but is ranked significantly below JMU
for “Best Value Schools”.

Indirect Competitors

It’s not only other Virginia universities that JMU will be compared to by potential students.
Alternatively, JMU is also competing with out-of-state universities, community colleges, and
online universities which may offer attractive features such as lower costs, closer proximity
to home, and easier access.

Northern Virginia Community College (NVCC)

Target Markets:
Students in the Northern Virginia area who are…
● Savvy Spenders:​ Seek a higher education but are financially
cautious
● Family-Oriented:​ Desire to stay close to home, often to help
support or stay near family
● Iron-Willed: N ​ ever got off the waitlist to their dream school, so
they’re smart enough to take NoVa up on its two year
guarantee program (described below) in order to get in.
Positioning:​ NoVa is seen as the most cost efficient option by students. It’s also attractive
to many because of its two year
guarantee program, assuring students
enrollment to any Virginia college of
their choice after completing two
years at NoVa. It’s positioning in the
market is comfortable, close to home,
and money saving.
Budget:​ $100 million
Current Advertising, Direct
Marketing, Sales Promotion, Public Relations:​ Little to none. Community colleges have a
unique positioning since their tuition costs are essentially impossible to beat. For people
from some lower class families, community college is the only option, so it’s not necessary
to spend millions on advertising. NVCC is very well known as a smart alternative to
four-year universities within Northern Virginia.

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Message Strategies:​ When NVCC uses marketing tools, they typically try to advertise for
their two year guarantee program, since it’s a unique feature to the school and is very
attractive to many types of students. Portraying NVCC as a temporary vehicle with the
ability to transfer students into their desired university is a strategy that’s most effective for
them.
Media Strategies: ​Since most NVCC students are very local, they typically use flyers to put
around local businesses and out-of-home media such as posters on bus stops.
Overall Assessment: ​Overall, choosing to attend NVCC is a solid plan for someone who’s
looking to save money, especially if they’re hoping to eventually attend the Virginia
university of their choice. It’s more of an indirect competitor to JMU because it’s likely if the
student was fortunate enough to be in good financial shape, and they got accepted into
JMU, that they would choose JMU.

DeVry University (online college)

Target Market: ​High school students (aged 15-18), seeking a higher education but
preferring to complete their degree online. Students
aren’t interested in the whole “college experience”
or they just have certain limitations that make taking
class from home work better for their lifestyle or
schedule. Often students that choose this path have
full or part-time jobs.
Positioning: ​They’re positioned as the best choice
for higher education for students with busy lifestyles
looking for the most convenient way to juggle
multiple aspects in their life at once, all while earning their degree.
Budget: ​500 million
Current Advertising: ​DeVry University uses print and online advertising to emphasize their
94% acceptance rate. They also like to taut that 90% of their grads find employment after 6
months.
Direct Marketing: ​DeVry creates a mailing list of high school students that may be likely to
desire an online degree, and sends emails out to these students. This is likely the main way
that students learn about this university and consider it a solid option for them in terms of
higher education.
Sales Promotions: ​They don’t offer many sales promotions since the main appeal of their
university is that it’s cheaper and more convenient due to the online feature.
Public Relations: ​Unfortunately, some of their advertisements sparked a pushback from
their students and they ended up having to refund money out to students who claimed this
was false information. This information was published online and likely created some bad
publicity for the university.

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Message Strategy: ​DeVry focuses on trying to prove they’re not only equivalent to a real
university, but an even better choice by sending marketing messages about their high
graduate employment rates and ease of accessibility.
Media Strategy: ​Being an online school, they mainly focus on online advertising. Banner
ads on certain related websites are common to use for this university, since it’s more likely
to reach their desired target market.
Overall Assessment: ​Online colleges such as DeVry are a good choice for students
looking for a flexible schedule. However, it doesn’t offer the full college experience that
sparks excitement and anticipation for many teenagers. It’s a decent option for students
with certain limitations, but is hard to compete with physical universities, such as JMU, since
it can’t offer all the same resources and benefits.

East Carolina University (ECU)

Target market: ​Students who are seeking a good quality
degree, but also desire a comfortable and friendly college
atmosphere. Many Virginia students view this university as
a good alternative to JMU if they are not admitted.
Positioning: ​ECU positions itself as a well rounded
school in a good community. They can’t compare to JMU’s
academics, but they make up for it with their welcoming
atmosphere and division 1 athletics programs.
Budget: ​$414 million
Current advertising: ​Use of mass media advertising, online ads, and various website
content. They’re also very active on most popular social media platforms.
Direct marketing: ​They target students in high school and create a comprehensive mailing
list for them. They’ll send direct emails to this list in hopes of attracting potential students.
Sales promotion: ​Various discounts and premiums are offered for their university
bookstore.
Public relations: ​Contributing to local charities, cause-related advertising to improve their
image as a philanthropic university.
Message strategy: ​ECU’s main focus is dedicated to demonstrating their friendly and
accepting environment. They also want to play up their academic values by communicating
to the public they are dedicated to their students' education.
Media strategy: ​They choose vehicles of communication that most effectively reach their
target market such as print ads, online content for their websites, social media, and direct
emails.
Overall assessment: ​While ECU is a feasible alternative to JMU, their academic programs
aren’t as highly ranked and they could be better at reaching Virginia students. JMU has a
more respected image as a university, and it shows through their student satisfaction rates.

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Consumer Personas

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 Promotional Program Situational Analysis
Review of Existing/Past Programs
Past
James Madison University, like many universities across the United States, has utilized
different mediums to create interest for future Dukes. A large portion of past programs
involved the use of direct marketing and public relations activities. These efforts included,
but were limited to, mailing of newsletters, emails containing information about the
university and invitations to visit, and attendance at college fairs speaking with students
directly. In recent years, JMU has developed an increasing presence on social media using
Facebook, Twitter, and Instagram among other platforms, to promote itself and its
programs.

Current
With significant improvements and capabilities found on the Internet and through social
media, James Madison University has utilized these platforms for past and current
promotional programs. Several hashtags have been used to amplify relationships to JMU
and establish connections. Some examples of hashtags used include: #DukesUnleashed
#WeBleedPurple #BeingTheChange. These hashtags coincide with JMU’s second ever
comprehensive marketing campaign themed Dukes Unleashed. This campaign has
encouraged future, current, and past Dukes to share their passions and purpose as they
navigate their future and to share how their involvement with JMU has enabled them to
achieve their goals. With a goal of $200M requested, there have been over 50,000 investors
contributing to the expressed goals of Renewing Our Civil Society, Opening Our Doors,
Advancing Our Understanding, Building Our
Success, and Realizing Our Vision.

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 Marketing Goals

Year 1

To increase inquiries about James Madison University for the

2021 – 2022​ school year by 40 percent in Northern Virginia.

Year 2

To increase applications to James Madison University for the

2022 – 2023​ school year by 20 percent in Northern Virginia.

To increase enrollment of students from Northern Virginia to

James Madison University for the ​2022 - 2023​ school year by 25
percent.

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 IMC Objectives and Strategies

Objectives
● To increase the number of people from the Northern Virginia area who tour JMU by
30%
● To increase the number of applications from students in NOVA by 20%
● To increase the number of enrolled students from the NOVA area by 15%

Strategies
● Since most students in the Northern Virginia area that plan to attend college have
heard of JMU, the main focus will be creating a connection with potential students
and getting them on campus. The main strategies used will be social media
advertising, personal selling, and promotions. Social media ads will be run
continuously promoting the different benefits JMU offers, as well as reminder ads
about events and open house dates. Alumni and other representatives will attend
high school college fairs to engage with students and help the students understand
the value JMU can provide. Attendance for tour visits will be increased by offering
waived application fees, free JMU apparel, and other incentives to people who tour
the campus.
● In order to obtain more student applications and eventually enrollments, direct
marketing, personal selling, and internet marketing will be implemented. To ensure
students take advantage of the events offered and don’t miss any deadlines students
and parents will be sent personalized mail and emails reminding them of these
different dates. A major part of the personal selling effort will consist of JMU
representatives and alumni speaking at high schools and at college fairs, talking
about their experiences and why they love JMU. This will give prospective students a
relatable point of contact and show them how much JMU students love the school.
JMU’s presence on the internet and their website will be helpful in showing students
the different things JMU has to offer, the website will also be used to host virtual
tours of campus and dorms to give students a better idea of what campus life is like.

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Creative Recommendations

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 Creative Tactics
Print Advertisements
● Utilize JMU colors and logo to grab attention and build identity within target market
● Feature students smiling interacting with each other on the quad or on campus at
one of the many dining halls in order to create a sense of community
Online Advertisements
● Use social media websites to connect with target audience and create feedback
loops across major social media platforms including Instagram, Facebook, Twitter,
Snapchat, Pinterest, and LinkedIn
● Use videos and images featuring the beautiful architecture of campus and
landscapes of the Shenandoah Valley
● Create videos of different lengths to use on various platforms
TV Advertisements
● Include videos of current students involved in activities on campus such as football
games, student organizations, and classroom learning

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 Media Plan

Advertising Recommendations

Objectives​:
● Reach at least 60% of the target market with radio advertisements, online
commercials, and print ads
● Advertising will increase in frequency and reach in months leading up to application
periods
● Increase share-of-voice by 5% compared to the previous year 2019
● Expose target market to advertisements at least 3 times within the campaign period
● Target advertisements within the Northern Virginia geographic area

Strategies:​
Instead of using TV commercials, JMU could produce commercials for online platforms, like
YouTube or other social media, which is more cost-effective and more likely to reach the
younger target market. Commercials can be placed as pre-rolls on Youtube for students
watching relevant content. The advantage of this is advertisements can be easily targeted
based on geographic location. Clips of commercial videos will be posted on various
platforms like Facebook, Twitter, Instagram and TikTok, but mainly presented in full length
on the JMU website. Print advertisements can also be used in local magazines and
newspapers, and even digitally, to effectively reach parents of high school students. The
media vehicles utilized will be the local section of the Washington Post and the Northern
Virginia magazine.

Budget​:
Advertising utilizes 30% of the budget, which comes out to a total of $75,000, each year.
This total will be split evenly among the three mediums: local newspaper and magazine
print advertisements, online commercials, and radio ads.

Rationale:​
In modern times, high school students are constantly online. Information is available to them
through their smartphones at the touch of a finger. Online advertisements will ultimately be
more effective in reaching this younger target market because of common use of social
media like Youtube or TikTok. Print advertisements in local magazines and newspapers will
be most effective in targeting parents of students, who are already looking at these news
outlets to stay up to date on current events. Emphasis on local newspapers is effective in
targeting geographically.

28 

 
 Advertising Deliverables

Radio Script

Item Description

Gender Male or Female

Length :30

Target Demographic High school Students in Northern Virginia

Parents of HS students in Northern Virginia

Character/Narrator JMU student, early 20s

Vocal Direction Young, Friendly, Energetic,

Suggested Music Upbeat, Modern, Catchy

Suggested Sound Effects Crowd recording dukes chant

Pre-recorded audio: “J..M...U...Duuuuukesss!” At JMU, we emphasize growth through student

involvement and a quality education. That’s why our organization offers over 100 degree
programs and has helped our students develop over 300 clubs. Our campus is a beautiful, safe
environment where social opportunities, like Greek Life and countless Recreational Activities,
lets students find their place - among their people. Choosing a University is a tough decision, so
we want to make that decision a whole lot easier, by introducing you to the #1 most innovative
school in the nation... You don’t have to thank us. Here, you just have to be you! Find out more
about our nationally ranked programs at [Link] or by calling 540-568-5681.

29 

 
Online Commercial

30 

 
Print Advertisements

31 

 
 Sales Promotions Recommendations

Objectives:
● Increase number of orders from NOVA residents to the JMU bookstore by 70% with
QR code promotion
● Increase number of applications to JMU by at least 50% with application fee
promotion within the 31-day period in October
● Increase number of tours on campus by 15% by offering free JMU apparel if you
attend
● Increase reach on social media by 100 students through #futureduke photo
sweepstakes

Strategies:
The QR code will be sent by email exclusively to potential students and parents that are on
JMU’s mailing list. The code will encourage purchase of JMU merchandise, which will lead
to further advertising for the organization when merchandise is worn by students. The
limited-time offer of waiving the application fee will create a sense of urgency that
encourages more students to apply to James Madison within the period that the code is
valid. The code will be shared on JMU’s social media platforms in order to quickly and
effectively reach high school students. The social media sweepstakes will encourage
students who tour JMU to share a photo of themselves on campus with #futureduke, to be
entered for a chance to win 3 free tickets to a football game. The sweepstakes is an easy
way to increase direct reach to other students through their JMU-bound peers.

Budget:
14% of the total budget is allocated towards Sales Promotion. This comes out to a total of
$35,000. The Sales Promotion portion of the budget is broken down further into $7,000
towards application fee promotion, $6,000 towards the bookstore QR code promotion,
$15,000 towards social media sweepstakes, and $7,000 for free JMU apparel.

Rationale:
Discounts on JMU Bookstore items will encourage future students to buy merchandise and
thus lead to more advertising when they wear their apparel around peers. Waiving the
application fee for a limited time will encourage many students to apply early, so they can
save money. Potential students will be encouraged to tour campus in order to get free JMU
merchandise. The sweepstakes on social media is a low-cost way to reach the peers of
students who tour JMU. Reposting student’s photos also makes them feel included in our
community as they share their JMU pride!

32 

 
 Sales Promotion Deliverables

Social Media Recommendations

Objectives:
● To increase followers on Instagram by 30%
● To increase likes on JMU’s facebook page by 35%
● To increase LinkedIn connections by 15%

Strategies: ​JMU needs to focus on utilizing different creative aspects that social media
yields in order to direct as much of the audience’s attention as possible. The ability of JMU’s
target audience to interact with and connect with them through media such as twitter,
facebook, snapchat, etc. is a new technology that needs to be taken advantage of to its
fullest potential. Social media also allows for a tremendous amount of creativity, which could
be very powerful in capturing the attention of their audience amidst the clutter of other
advertising. Social media marketing strategies like creating branded snapchat filters, paid
Facebook advertisements, and viral posts or videos will have a powerful impact on how
potential students view the university. JMU will need to focus on making meaningful,

33 

 
attention-grabbing, and timely posts on Facebook, LinkedIn, and Instagram in order to
achieve these objectives.

Budget: ​Social media is allocated 16% ($40,000) of our total budget. $8,000 will be
committed to Facebook and Instagram, as those are the mediums that have the potential to
generate the most profit through in-app advertisements. $7,000 will be allocated to Twitter
and Snapchat and $5,000 to Pinterest and LinkedIn.

Rationale: ​With the role of social media in marketing becoming increasingly popular, it’s
essential that we utilize these tools to compete with other universities. Since our target
market already has a huge presence on social media, the audience is essentially just
waiting for marketing messages to be impressed upon them. Although it is a highly effective
method, there are some drawbacks, such as a high volume of clutter, which is why the
budget is not focused on social media alone.

Social Media Deliverables

Internet/Interactive Recommendations

Objectives:
● To increase online ads clicked on by 15% featuring JMU information
● To increase the number of emails sent to prospective students by 30%
● To increase the number of views of virtual marketing tools by 20%

34 

 
Strategies:
● Online ads will be very helpful in maximizing the effect of our advertising capabilities.
Many of the individuals we are targeting use the internet every day so it is critical we find
a way to create enticing advertisements to catch their attention and get our message
across.
● Email marketing is extremely valuable. It is one the most cost efficient methods of
communication over the internet. So long as we can get a proper list of email addresses
of prospective students, or individuals seeking higher education, we can communicate
directly with them. We can send out reminders of deadlines related to enrollment, and
general information such as awards and achievements earned by the school.
● Online chat can open a dialogue with someone extremely quickly allowing people to get
answers to their questions without having to actually call anyone. This tool could be very
useful to JMU as we want to communicate with as many people through as many
mediums as possible to convey relevant information.
● Virtual reality has grown immensely over the last few years and we can create virtual
realities of just about anything. If we could create a VR tool that people can use to tour
parts of the JMU campus, or maybe attend a JMU football game and witness the school
spirit, we could inspire many people to come to JMU. Virtual tours are especially
important for individuals who live far away from Harrisonburg, and are also helpful during
times when campus might not be open.
○ Examples include dorm tours, dining hall tours, and campus walkthroughs

Budget: ​12% of the budget, or $30,000, will be allocated to Internet and Interactive
advertising. This is a significant portion of funds; however, utilizing the Internet to establish
connections and build brand identity has never been more important. This will cover
expenses related to online ads, email newsletters, mobile marketing, and virtual tour
activities.

Rationale:
Significant advances in technology have enabled businesses and Universities alike to
market themselves like never before. Online advertising is becoming a critical way to put
yourself in a position to succeed. As part of this IMC plan, online ads, email marketing,
online tools such as online chats, and virtual tours will be used to communicate with,
establish relations, and receive feedback from the target market. A large portion of the
target market use the internet and have smartphones which they use to surf the web. If JMU
has a strategic presence on the Internet, more prospective students will be reached.

35 

 
 Internet/Interactive Deliverables

Banner Advertisement

Online Chat

Direct Marketing Recommendations

Objectives:
● To increase engagement from students on the mailing list and to inform them of
current events and important upcoming dates
● Increase the number of responses to direct mail (email and print) by 10%, either by
signing up directly for tours through links provided or by clicking links to JMU’s
admissions site

Strategies:
● Direct marketing will be used to engage with students and keep them informed about
what’s going on at JMU. Flyers, catalogues, and postcards will be used to catch the
eye of potential students and show them how beautiful the campus is. Email
marketing will be used to distribute information and inform potential students and
parents of upcoming events, open houses, and more.

36 

 
Budget: ​Direct marketing was allocated 8% of the budget ($20,000). This will include
marketing activities such as direct emails using mailing lists and sending flyers to potential
students through the mail.

Rationale: ​Although 8% of the budget doesn’t seem like a substantial portion of the budget,
direct emailing will be the main method used, which is very cost effective. Once the email
list is created and tailored appropriately to JMU’s target audience, the only cost to this
would be paying an employee to formulate emails to send out periodically. Printing flyers
would have more of a cost, but likely not as detrimental to the budget as most of the other
areas of marketing. Combining the utilization of direct marketing with the internet would be
effective in both reach and cost.

Direct Marketing Deliverables

Email Newsletter

37 

 
Letter Mailed to Home Address

38 

 
 Public Relations and Publicity Recommendations

Objectives:
● The main objective of a public relations and publicity campaign is to create and
maintain a positive image and reputation for James Madison University. This
increased publicity will put JMU in a good light and will give viewers a favorable
image of the school. Building a positive image and creating connections with
potential students will generate excitement and engagement for the university to
increase attendance at JMU hosted alumni speaker events by 10%
● Increase positive reputation of JMU by 18% through press releases

Strategies:
● Press releases will be an important method used to communicate with the public and
help protect the positive reputation James Madison has built. These releases will be
used on the internet, broadcasts, and in newspapers in order to reach a large
audience. They will promote JMU and focus on upcoming events or big things
they’ve done in the community in order to generate publicity and reach a bigger
audience through multiple mediums.
● Host an alumni speaker event at a community college highlighting JMU’s
commitment to bettering their community and student-driven humanitarian efforts

Budget: ​8%, or $20,000, will be allocated to public relations and publicity activities. This will
cover expenses related to press releases in local northern Virginia newspapers and
magazines, alumni speaker events, corporate advertising, and costs associated with
spreading awareness about events.

Rationale: ​Having a way to disseminate critical information in a formal and professional

manner is vital for a successful marketing campaign. Northern Virginia Solutions
recommends having press release deliverables and other publicity activities as part of this
IMC plan to establish trust and exude a professional tone through different mediums. While
our target market will be able to quickly receive information through other activities and
mediums as recommended in this proposal, there will also be a need for funds to support
the development and distribution of official documents and speaker events that relay
relevant news, experiences, and upcoming events.

39 

 
 Public Relations and Publicity Deliverable

Press Release

Personal Selling Recommendations

Objectives:
● To create a more personal and friendly representation of JMU in potential applicant’s
minds through additional JMU promotional or sponsored events
● Goal is to increase positive outlook and interest in JMU in 20% of the students at
events
● Obtain one verbal commitment for every 10 face-to-face event interactions

Strategies:
● Recruit current James Madison students to serve as ambassadors at college fairs..
Train the ambassadors on relevant JMU information to be able to properly inform

40 

 
 prospective applicants while speaking about their own personal experiences and
why they love and recommend the school. A guidance counselor will also attend to
address more in depth concerns students may have
● Combine direct marketing with personal selling to support and optimize the
effectiveness of those promotional mix elements through deliverables that highlight
visiting JMU booths at college fairs. Interest to visit JMU’s booth will be increased
and the selling effort responsibility will then be assumed by the booth’s
representatives
● A poster testimonial showcasing a notable JMU alumni to supplement the
testimonials of the booth ambassadors

Budget: ​4%, or $10,000, will be allocated to personal selling activities. This will cover
expenses related to maintaining a presence at college fairs at high schools and community
centers in the Northern Virginia area. Any funds not utilized may be reallocated after annual
evaluation is conducted.

Rationale: ​While this IMC plan includes a variety of marketing activities, few are able to
capture the essence of person-to-person interaction. Prospective students looking to find
their new home and community will be captivated by the passion and experiences that JMU
alumni and current JMU students have to share. By having a presence at college fairs
hosted at high schools or community centers, prospective students will be able to freely
express any questions and have them answered on the spot by people with first-hand
experience. This is a surefire way to make a positive, lasting impression.

Personal Selling Deliverable

41 

 
 Media Flowchart

Important Dates:
● Early Action
○ November 1 - Application deadline
○ Mid-January - Admission decisions posted online
○ May 1 - Tuition deposit deadline
● Regular Decision
○ January 15 - Application deadline
○ Mid-Late March - Admission decisions posted online
○ May 1 - Tuition deposit deadline
42 

 
Budget Breakdown

43 

 
 Budget Summary

Northern Virginia Solutions’ budget, provided by JMU’s Office of Admissions,

Business and Marketing Department, shall not exceed $500,000 for the time period of July
1st 2020 - June 30th 2022. These funds will be carefully allocated and used as necessary to
achieve a successful integrated marketing communications plan driven by the goals as
defined in the executive summary. These funds will be used responsibly as Northern
Virginia Solutions seeks to advertise, promote, and market James Madison University
through various marketing methods and techniques.
The largest portion of the budget, 30% each year, will be allocated to advertising
efforts. In order to reach as much of the target market as possible, there will be a
combination of TV commercials, print advertisements, and radio advertisements. Although
these forms of advertising are expensive, they provide large reach and exposure to many
targets of this campaign. With the ever-growing presence and connectivity that social media
platforms provide, 16% of the budget will be allocated to make sure that JMU has a
presence on the most used and visited social media websites such as Facebook,
Instagram, Twitter, and LinkedIn to name a few. Another significant portion (12%) of the
budget will be dedicated to other various digital advertisements such as online ads, email
newsletters, mobile marketing, and virtual tours. This investment will enable this campaign
to connect to the target market and interact with them at a personal level. Pomotions,
another critical component of this campaign, will require 14% of the budget each year in
order to ignite interest and create connections with the target market. This will encourage
prospective students to visit JMU’s beautiful campus and take home concrete reminders of
this great University.
The remaining 28% of the total budget each year will be dedicated to other critical
aspects of this campaign, all contributing to the success of the goals as defined in the
executive summary. Direct marketing tools such as emails, which require accurate and
up-to-date mailing lists, and flyers, sent to the homes of prospective students, will require
8% of the budget each year. Public relation activities such as press releases, alumni
speaker events, and corporate advertising will require 8% of the budget. While these
activities require a smaller percentage of the budget, they are crucial to increase exposure
and reach to our target market, and the success of this campaign, best serving the interests
of James Madison University.

44 

 
 Measurement and Evaluation

● The effectiveness of social media campaigns will be measured based on

engagement. Surveys and polls will be used across the board to increase interaction.
Facebook, Instagram, and LinkedIn will be based on the number of likes and number
of times a viewer clicks on the ad and is directed to the JMU home page. Twitter will
be based on the number of likes and retweets each post gets. Snapchat will be
measured by the number of views and click-throughs each ad receives.

● Other internet efforts will be measured on the basis of views, click-throughs, and the
amount of time visitors spend on the JMU site. The number of clicks the virtual tours
receive and the length of time viewers spend in the tour will be monitored, and the
amount of time individuals stay on the website and number of pages they view will
be tracked. Youtube ads will be measured by the number of views each ad gets, as
well as the number of times the ad is clicked on.

● Overall effectiveness of the campaign will be measured using multiple metrics.

Attendance at campus tours, college fairs, and alumni speaker events will be
monitored, and participants will be surveyed about how they heard about the event
and what made them want to attend. Applications will be tracked, and the number of
early action and regular applications will be compared against the same numbers
from the previous year. The last statistic will be the total enrollment of incoming
freshmen compared to the previous year.

45 

 
 Conclusion

This integrated marketing communications plan, developed by Northern Virginia Solutions,

and supported by James Madison University, contains a meticulously developed and
researched proposal seeking to increase inquiries, applications, and enrollment to JMU over
the next two years.

The campaign theme, ‘JM(YOU) Find your community’ is directed at our target market. We
are specifically directing our activities towards 15-18-year-old high school students in middle
to upper class families, as well as their parents in the Northern Virginia area. Potential
transfer students from community colleges such as NVCC will also be included. James
Madison University strives for academic excellence, so students with a 3.0 GPA or higher
will be the main focus. The campaign theme has been designed, and backed by research,
to maximize the success and outcomes of specific goals outlined in this proposal.

In order to achieve the goals of this campaign, Northern Virginia Solutions will utilize various
marketing methods and techniques to maintain a clear, consistent, and effective line of
communications. There will be an emphasis on social media and online marketing
techniques to increase lines of communication and promote interactivity between the
University and prospective students. The Internet and social media platforms have never
been more important in establishing relationships and building a brand identity. These
efforts, combined with more traditional marketing methods such as TV, radio, and print
advertisements, direct marketing, sales promotions, personal selling, and public relations
will enable this campaign to leave no leaf unturned.

This all-encompassing campaign has many priorities, but the number one priority is to best
serve James Madison University’s interests. Therein lies the greatest benefit of this
proposal; Northern Virginia Solutions has completely detailed, and outlined all relevant
information and research in an organized manner for the client to easily implement effective
strategies.

While this campaign is designed to span two years, Northern Virginia Solutions looks
forward to establishing a professional relationship with the client, James Madison
University, and proving our integrity, effectiveness, and passion for implementing plans to
achieve their goals. As more prospective students find their community at JMU, new
challenges and demands will arise. Northern Virginia Solutions is committed to continually
researching and developing strategies to overcome any obstacles that emerge.

46 

 
 Appendices

Appendix I: Online Video Advertisements

47 

 
48 

 
49 

 
50 

 
Appendix II: Radio Scripts

Item Description

Gender Male or Female

Length :30

Target Demographic Families with high school aged children in

NoVA / high school students

Character/Narrator College student, early twenties

Vocal Direction Friendly, cheerful, confident

Suggested Music Triumphant, uplifting, inspirational

Suggested Sound Effects Transitions should be accompanied by effects

that draw the attention of the listener;
something like a short swoosh sound but not
overbearing or loud

“At James Madison University, we pride ourselves on being the change we want to see and
building brighter futures for ourselves and our communities. With over 100 degree programs
offered, there is a path to success in any field of interest. There are countless opportunities to
be involved on campus with over 300 clubs and organizations and many resources dedicated to
your success. Come visit JMU today and see for yourself the immensely beautiful campus and
Shenandoah mountains in the distance. We look forward to seeing you soon. JM(You) Find your
community.”

Item Description

Gender Male or Female

Length :30

Target Demographic High school students, teenagers

(Northern Virginia area)

51 

 
 Character / Narrator Real JMU student (female), then male
announcer for call to action

Vocal Direction Inviting, relatable, enthusiastic,

authentic

Suggested Music Upbeat, happy

Suggested Sound Effects None.

(female student) Think you’ve already found your top choice college? Think again! Here at
James Madison University, getting involved and finding your passion is effortless. With over 450
clubs and organizations to choose from, there are opportunities for everyone to find their
community! Take a peek at your potential future in Harrisonburg by coming to visit! Our tours
start now through May, with both weekday and weekend options available. (male narrator) Text
“TOUR” now to 232-JMU. That’s “TOUR” to 232-JMU. (group in unison) Go dukes!

Item Description

Gender Male or female

Length :30

Target Demographic High school students / families in the

Northern VA area

Character/Narrator JMU student - 20ish years old

Vocal Direction Excited, enthusiastic, engaging

Suggested Music Upbeat and positive instrumental music in the

background

Suggested Sound Effects Crowd doing the j..m..u..duuuuuukes cheer

Here at JMU, we pride ourselves in developing students both academically and personally. With
over 100 degree programs offered, we give our students endless options to explore their
strengths and interests. And with over 400 clubs and organizations to join, anyone can find their
community here. Whether you’re looking for something social, active, or academic, we’ve got a
group for you! Come visit Harrisonburg and see our beautiful campus today! (pre-recorded)
“J...M...U...Duuuuuuuukes”
52 

 
 Item Description

Gender Male or Female

Length :30

Target Demographic NoVA high schoolers and community college

students

Character/Narrator Female, late teens - early 20s

Vocal Direction Energetic, upbeat, passionate

Suggested Music Upbeat, contemporary, busy

Suggested Sound Effects Coffee machine brewing, people laughing,

sound of running, crowd cheering

*Intro has a combination of different sounds (mentioned sound effects)* If a college education is
on your mind then so is all of the experiences and personal enrichment that comes with it. At
James Madison University we get that. What’s important to you is never far. With over 100
degree programs, 300 clubs and organizations, and a lively sense of community and student life
both on and around campus, you’ll feel that you are right where you belong. Come be you at
JMU!

53 

 
Appendix III: Print Advertisements

54 

 
55 

 
56 

 
Appendix IV: Sales Promotion Deliverable

57 

 
 References

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Ended June 30, 2018​. [online] Available at:
[Link]
[Link] [Accessed 22 April 2020].

Childress, A. (2019, June 19). JMU ranked number one for post graduation employment in
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[Link]

College of Business ~ Recognitions & Awards. (2020, January 29). Retrieved from
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E19: Fall Headcount: Percentage of In-State and Out-of-State Students. (n.d.). Retrieved
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Facts and Figures. (2020, April 22). Retrieved from

[Link]

Freshman Retention at James Madison University. (2020, April 20). Retrieved from
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duation-and-retention/[Link]

How Does Virginia Commonwealth University Rank Among America's Best Colleges? (n.d.).
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James Madison University. (2018, April 6). ​Advice for #JMU22​ [Video]. YouTube.
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James Madison University. (2012, September 17). ​Apply to JMU2​ [Video]. YouTube.
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James Madison University (Harrisonburg) - 2020 All You Need to Know BEFORE You Go
(with Photos). (n.d.). Retrieved from
[Link]
Madison_University-Harrisonburg_Virginia.html

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James Madison University - Harrisonburg, VA. (2016, June 21). Retrieved from
[Link]

JMU Student Enrollment & Demographics. (2020, March 10). Retrieved from
[Link]
MadisonUniversity-StudentEnrollmentDemographics/FallStudentEnrollment

Junior. (2020, April 17). Explore James Madison University. Retrieved from
[Link]

Le, T. (2019, December). Colleges & Universities in the US. Retrieved from
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Le, T. (2019, December). US INDUSTRY (NAICS) REPORT 61131A Colleges &

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Lederman, D. (2018, November 7). Inside Higher Ed. Retrieved from

[Link]
nrollments-grow-and-share-overall-enrollment

McEachin, J. (2019, April 28). JMU holds the line on in-state tuition. Retrieved from
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[Link]

Number of college students. (2020, January). Retrieved from

[Link]
ment-profile

Public High School Graduation Rates. (n.d.). Retrieved April 22, 2020, from
[Link]

StudentsReview. (n.d.). (JMU) I really love JMU. Retrieved from

[Link]

These Regional Universities in the South Give Students the Most for Their Money. (n.d.).
Retrieved from
[Link]
e

59 

 
Unleashed: The Campaign for James Madison University. (2020, April 8). Retrieved April
22, 2020, from [Link]

VCU Facts and Rankings. (n.d.). Retrieved from

[Link]

Yu, R. (2017, July 5). DeVry to pay $49M to students for misleading ads. Retrieved from
[Link]
ding-ads/452189001/

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