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Integrated Marketing & Communications Plan

IntegratedMarketing & Communications PlanTRINITY UNIVERSITYA pril 2014 Office of University Communications University Integrated Marketing & Communications PlanExecutive Summary Part I: BackgroundIntroduction .. 7 Trinity Today .. 8 Competitive Analysis .. 9 Industry Outlook .. 10 Strengths & Opportunities .. 12 Trinity Tomorrow .. 14 Part II: PlanningIntroduction .. 15 Goals & Objectives .. 16 Target Audience .. 19 Brand Messaging Platform .. 23 Part III: ExecutionIntroduction .. 24 Marketing Champions .. 25 Strategies & Tactics .. 26 Measurement .. 40 AppendicesReference Institutions .. 43 Positioning Statements-Top 10 Ranked Liberal Arts Colleges, 2014 .. 46 Positioning Statements-Top Trinity Overlap Universities, 2013 .. 52 Industry Statistics.

The Trinity University Integrated Marketing and Communications Plan (IMC Plan) describes a new, holistic approach to the University’s external marketing and communication strategy. The Plan serves as a guide to help reshape brand perception, enhance awareness, and increase applications and enrollment.

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