MAKING A DIFFERENCE You and your team are students at Huge University, which has been hit with major budget cuts from state funding agencies as well as increase competition from state supported free colleges. The university is interested in expanding the incoming student body in order to offset the decreases in revenues and cost increases, such as increasing expenses for technology and student services. One of the programs the administration has chosen to promote is the Summer Away program. Through this program, students earn Huge University college credits while studying in Europe, Asia, Africa, and South America. Over the course of a 10-week summer semester, students will earn 10-12 college credits and will work to improve a community in need through partnerships with programs such as Habitat for Humanity and the United Nations World Food Program. Your team has been assembled to develop a promotional plan for the program, with the goal of attracting 150 new students from across the country.

1. Develop your promotional objectives. What are the initial objectives of your promotional campaign? Will these change over time?

2. What role will each element of the promotional mix play in your promotional plan?

3. What is your recommendation? How will you address your target audiences?

*high school students

*returning students

*transfer students