MDM530 Brand Development
 3.3.2 Week 3 Design Project by: Lydia Bobo
Company one: Kaplan University rebrand company
“…Our programs foster student learning with opportunities to launch, enhance, or change careers in today’s diverse global society…” –Kaplan University, mission statement
Competitive Analysis: Kaplan University Similarities to competitors: a college, online and on-campus programs, offers a variety of degrees. Differences from competitors: oldest, open college (free courses available), Operation Hope (financial counseling). Onliness statement: Kaplan University is the longest running and most versatile institution offering tutoring, k-12 test preparation and a variety of college programs from certificates to doctoral degrees.
SWOT Analysis: Kaplan University STRENGTHS • • • •
WEAKNESSES
established in the 1930’s
• on-campus locations in open college (free courses) several states Operation Hope (financial • lack of advertising counseling) • decrease in enro llment var i at i o n i n d eg r e e s and graduation rates (diplomas to masters) OPPORTUNITIES
•
social media
•
Career
Jo u r n ey
• m o re p o p u lar (career colleges
assessment tool) •
demographics analysis
•
degree calculator
THREATS online
• state colleges • community colleges
c o m p l e t i o n • adults not seeking higher education •
Development of the Action Plan Elements Positioning and Value Proposition: with an enrollment of over 45 thousand, Kaplan has allowed many the freedom to pursue a number of degree programs from certificates to masters degrees. (Kaplan Academic Report, 2013)
Development of the Action Plan Elements Sustainable Competitive Advantage: for several decades Kaplan has provided opportunities to degree seeking students. Today, over 75% of which are women in their 30’s. (Kaplan Academic Report, 2013)
Development of the Action Plan Elements Brand Strategy recommendation: I would like to stress the convenience of online learning, the versatility of programs and degrees offered as well as the affordability factors and student contentment rates.
Development of the Action Plan Elements Three marketing or creative ideas that relate to the strategy: 1. social media channels like You Tube videos 2. web advertisements such as banners on email pages 3. public signage on mass transit vehicles and stops
Development of the Action Plan Elements Brand Brief Development Project Conclusion: by utilizing the proposed multimedia channels the objective is to appeal to Kaplan’s target demographic by providing encouragement towards their academic and career aspirations.
Company two: American InterContinental University
competitor one of three
“…to provide for the varying educational needs of a careeroriented, culturally diverse and geographically dispersed student body…” –American InterContinental University, mission statement
Competitive Analysis: American InterContinental University Similarities to competitors: a college, online and on-campus programs, offers a variety of degrees. Differences from competitors: Intellipath (adaptive learning platform), pacing options (of course load), blended learning (online/on-campus). Onliness statement: American InterContinental University is the only university that was founded abroad in Europe, has a committee dedicated to raising funds for charitable causes and offers Bachelors degrees in design.
Company three: University of Phoenix competitor two of three
“…provides access to higher education opportunities that enable students to develop knowledge and skills necessary to achieve their professional goals, improve the performance of their organizations and provide leadership and service to their communities.” –University of Phoenix, mission statement
Competitive Analysis: University of Phoenix Similarities to competitors: a college, online and on-campus programs, offers a variety of degrees. Differences from competitors: the largest, it has over 100 campuses, over 200 thousand enrolled and well over $100 million a year in advertising. (Bank Talk, 2012; Harlan, 2013) Onliness statement: University of Phoenix is the only university that invests the most on advertising, has the most locations nationwide and the most institutions accrediting it.
Company four: Walden University competitor three of three
â€œâ€Śprovides a diverse community of career professionals with the opportunity to transform themselves as scholar-practitioners so that they can effect positive social change.â€? -Walden University, mission statement
Competitive Analysis: Walden University Similarities to competitors: a college, online and on-campus programs, offers a variety of degrees. Differences from competitors: 50% tuition reduction in select programs, Tempo Learning (course load acceleration that effects price), several social change committee programs. Onliness statement: Walden University is the only online university that offers internships and study abroad programs, Tempo Learning (self-paced) and an emphasis on social change through academia.
References (1 of 2) American InterContinental University. (2015). Retrieved from: http://www.aiuniv.edu Bank Talk. "University of Phoenix Maxing Out on Defaults". April 27, 2012. Retrieved October 5, 2013. Harlan, Kevin (March 25, 2013). "University Of Phoenix Enrollment Slides, But EPS Beat". Investor's Business Daily. Retrieved March 31, 2013. Kaplan Higher Education, LLC. (2013). Kaplan Academic Report, AIC in 1937 image, Angela Hanks image, Average Income Change image, graduation ceremony image, Kaplan University Capstone Survey image. Retrieved from: http://www.google.com/url? sa=t&rct=j&q=&esrc=s&source=web&cd=3&ved=0CCsQFjAC&url=http%3A%2F%2Fwww.kaplanuniversity.edu%2Fkaplan-university-academicreport-2013.pdf&ei=3m8KVZbpIIqQsQTlxoG4BQ&usg=AFQjCNEAXMf2e2vAXJwks8kazh3_GTFu1w&sig2=KcKSR2vDHqdSDaSJKM1chA&bvm=bv. 88528373,d.cWc Kaplan Higher Education, LLC. (2015). Retrieved from: http://www.kaplanuniversity.edu Kaplan University. (July 26, 2014). Kaplan University Graduation Honors 6,500 Online Students. Business Wire. Retrieved from: Regional Business News database. Kaplan University. (October 6, 2014). Kaplan University Opens “First of its Kind� College. Business Wire. Retrieved from: Regional Business News database. Kaplan University. (January 7, 2015). For Second Consecutive Year Kaplan University Ranks among the Best Online Bachelor Degree Programs by U.S. News & World Report. Business Wire. Retrieved from: Regional Business News database. Levens, Michael. Marketing, 1/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. VitalBook file. Miley, Marissa. (September 07, 2009). Ad Age: A Lot of Branding but Not Much Understanding. Retrieved from: http://adage.com/article/ news/university-phoenix-spends-100-million-annually-advertising/138849/
References (2 0f 2) AZ Tech Beat. (September 3, 2013). Education Button image. Retrieved from: http://aztechbeat.com/2013/09/students-say-humanconnection-missing-online-education/ degree.com (2015). Online Education image. Retrieved from: http://www.degree.com Dreams Time. (2015). Education science icons back to school seamless pattern. image. Retrieved from: http://www.dreamstime.com/stockimage-education-science-icons-back-to-school-seamless-pattern-drawings-chalkboard-background-vector-layered-easy-personalizationimage32998611 Education for All. Education Globe, Why You Need a BA In Business To Start Your Own Business images. Retrieved from: http://elearning.blogbaker.com/category/education Free Pik. (2015). Drawing School Items on a Notebook image. Retrieved from: http://www.freepik.com/free-photos-vectors/math HSI. (October 3, 2012). Distributive Education…what is it? image. Retrieved from: http://www.24-7ems.com/24-7blog/bid/228412/ Distributive-Education-What-Is-It IASA. (2014). Education image. Retrieved from: http://www.iasaglobal.org/iasa/education.asp Istock Photo. (May 24, 2013). Idea Lightbulb image. Retrieved from: http://www.cbsnews.com/news/online-learning-gets-fresh-look-froma-heavyweight/ Kaplan Higher Education Corporation. (2015). Childhood Development, College Composition I, College Composition II, Principles & Practices images. Retrieved from: https://opencollege.kaplan.com Online Education. (October 1, 2014). Online Schools image. Retrieved from: http://jumprighton.com Online Universities. (September 17, 2012). E-Learning image. Retrieved from: http://www.onlineuniversities.com/blog/2012/09/can-onlineeducation-replace-college/ Vector Stock. (2015.) Seamless science icon doodles pattern vector image. Retrieved from: http://www.vectorstock.com/royalty-free-vector/ seamless-science-icon-doodles-pattern-vector-1905965