Competitive Analysis

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.

COMPETITIVE ANALYSIS

UGA COSTA RICA 1. Branding a. Outdoor appeal similar to IFP but is located in a foreign country b. Known for sustainability, can contribute to helping the environment while attending the program 2. Media placement a. Website: Well done and easy to navigate includes strong FAQ section b. Blog that is posted to frequently and shared on social media sites such as Facebook. c. Advertisements/Promotions: Posters spread throughout UGA campus as well as tabling sessions held in designated areas on UGA campus (MLC and Tate Center). Mostly print advertisements. 3. Target Market a. Students ranging from freshman-senior age, who enjoy the outdoors and want to explore different cultures. 4. Products & Services a. 25 Programs, 35 different majors offered, 9 colleges b. Six credit hours offered c. Satellite campus for UGA d. HOPE Scholarship applies for those that are eligible, out-of-state students pay regular out-of-state fees; scholarships and financial aid available. e. Spring/Fall semester: $5,750 f. Maymester: $2,645 g. Summer: $3,295 5. Social media a. Very strong and updated frequently b. Instagram: 628 followers The UGA Costa Rica page is regularly updated. c. Facebook: UGA Costa Rica page has 2,508 likes. The UGA Costa Rica Facebook page is updated frequently. d. Twitter: UGA Costa Rica has 361 followers and the page seems to be updated frequently. CORTONA, ITALY 1. Branding a. Facebook posts including ads and pictures from past trips b. Study abroad fair c. Minimal Instagram activity, old Vimeo account 2. Media placement a. Mainly Facebook 3. Target market a. Art, English/Italian, architecture, interior design majors; science maymester 4. Products/services a. Upper level art history requirement, semester abroad usually totals to 12-13 credit hours, 3 class requirement over summer, specific housing for UGA students b. Spring/Fall semester: $16,000 c. Summer: $10,000 d. Maymester: $6,000 5. Social Media a. Facebook: 2,400 followers b. Instagram: 50 c. Vimeo: >10 d. Content: A few ads about study abroad fair and application due dates. Mainly just pictures from past trips. 6. Are they doing anything else unique that sets them apart? a. No, only their recent social media posts are on Facebook, but nothing stands out as unique/innovative. The location is the main draw to this program.

All tuition information and social media metrics were collected in February 2016.