S I S Y L A TIVE AN
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I T E P M O C
IFP allows students to earn 14-15 hours of class credit in eight weeks while traveling through the Western United States, allowing them to learn about each location through immersive projects and activities. Since IFP began, study abroad programs have gained popularity, allowing students to take courses in other countries. IFP hopes to emphasize the novelty of our own home by competing with these programs. There are a variety of programs that compete for the same participants as IFP. The programs that pose the most threat are UGA Costa Rica and UGA at Oxford. In order to achieve a dominant presence among summer programs, IFP must utilize its unique qualities to appeal to students who would otherwise choose a competitor program.
UGA AT OXFORD
1. Branding a. Current advertisements b. Past campaigns c. Promotional activity: study abroad fair, minimal Instagram activity, only closed Facebook groups about past trips already taken (no public page) 2. Media placement a. Ads are mostly print: Posters on buses/around campus/emails b. Tabling at Tate and MLC. c. Info sessions during freshman orientation 3. Target market a. Humanities, sciences, international affairs,
business, communications, law and more b. Sponsored through Franklin College, but open to all majors 4. Products/services a. Usually worth 12 credit hours: two intensive seminars + two Oxford tutorials b. Spring/Fall semester: $7,900 plus twelve hours in-state UGA tuition and fees. Room, most meals, study abroad insurance, Oxford fees, and associate membership at Keble College. No airfare c. Summer: $6,400 plus in-state UGA tuition and fees. Oxford and Trinity College fees, room, most meals, study abroad insurance, and class excursions. No airfare. d. Junemester: $2,100 plus six hours in-state UGA tuition and fees. Housing at the UGA at Oxford (June 9 – June 24), class excursions, study abroad insurance, and program activities. No airfare 5. Social Media a. Instagram: 15 followers, only 4 posts b. Facebook: no official page c. Content: Oxford tailgating photos d. Engagement: 1-5 likes 6. Are they doing anything else unique that sets them apart? a. Basically they have prestige and age on their side. Oxford is known for its 25 year existence with UGA and is immediately introduced to incoming freshman via orientation.
