USU marketing plans to reach out
Putting a face on the university is the new strategy of Utah State University’s marketing plan.
Over the past year, Renee Payne, director of Public Relations and Marketing, said she has taken time to look at every aspect of the university.
Payne, along with the Dan Jones Research Group, has conducted focus groups with student and faculty, and spoken with deans of colleges, alumni and other organizations at USU to find everyone’s overall impression of the university.
For example, some people think Logan is cold, when really Logan is part of a wonderful academic setting, she said.
“We have been out gathering data and now we are ready to be hunters,” Payne said.
There are three main audiences USU marketers want to target, she said.
First are the students.
“Our goal is not to just recruit students to USU, but to make sure they graduate from here, also,” Payne said.
A message emerging for students is faculty are concerned about them and provide hands-on learning that prepares them to hit the ground running when they graduate. Another message is residential campus life provides academic benefits and a full, wholesome social life in a beautiful setting.
Second are alumni and donors.
“The prestige of Utah State University is being elevated by the success of its graduates and important research,” Payne said.
She went on to say the president of Nike graduated from USU. The presidents of Icon Fitness – located in Logan the biggest fitness machine manufacturer in the United States – are former USU students and did their original research on campus.
Third are the business community and political leaders.
“USU is providing a unique and important role in both higher education and business development in Utah,” Payne said. “Hopefully, we will be able to influence business and political leaders by demonstrating successes, which will increase our value and then increase our funds.”
The new plan will help USU attract grants and endowments, and recruit faculty and quality students, she said.
The marketing plan is going to be implemented internally first, Payne said. The goal is to teach the students how good an institution USU is, then move to external audiences.
Payne said one of the ways the university will market to external audiences is by profiling students and using various electronic media outlets and other tactics to reach them. Her team may even find a recipient of USU research and do the same thing.
John DeVilbiss, executive director of Public Relations and Marketing, said, “It is helpful to have leadership that knows what they want.”
President Kermit L. Hall has set 10 specific goals for the university, which Payne and DeVilbiss said have helped them create the new marketing plans.
-lindseyp@cc.usu.edu