UW-Stout MARKETING RESEARCH PROGRAM & Viability Reports

Created and implemented a marketing research program for both existing and prospective majors on a decentralized campus to analyze demographic trends, enrollment, job market projections, web traffic, and competitor programs as well as inventory existing marketing efforts, audit individual social media pages, and provide recommendations.  These recommendations were used both at a Cabinet level for new program and program revisions as well as to create strategic marketing plans for each program.  Data was harvested from Google Analytics, IPEDS, institutional research data, UW-Stout’s CRM, as well as state and national job data sources.

After a baseline was created of every program having a report, an update to the report was required before any major spending or marketing initiatives by the program director.  This kept reports current and gave program directs incentive to participate in keeping them up to date.