1.
Partnership
Marketing Plan
Institute of Innovation and Entrepreneurship
Charles Okari, Minkyun Seo, Yu-Wen Huang

2.
1. Introduction
2. Strategy
3. Tactics
4. Financial
5. Control
6. Materials

3.
Introduction

4.
To improve and develop more projects over time
and be able to attract new partners.
In the next five years, we aim at getting ten
partners or more who will be making use of our
projects and able to support our ideas to make
BERRIEN SPRINGS and the entire MICHIGAN STATE
one innovative state where business is doing well.
Our Aim

5.
Marketing
Strategy

6.
Target Markets
Our ideal partners are the companies from Berrien
springs to Niles, Benton Harbor and St. Joseph area that are
interested in interacting with our students in this program to
have more innovation on their products and services.
These partners work in collaboration with our I&E
program; in doing so the the partners share their ideas to
students and also benefits from innovation that students
developed to be used in their businesses.

7.
Marketing Objectives
◎ Getting 5 partners by the End of the Year
◎ Developing at least 5 projects this year
◎ Increasing the market share to outside
Berrien Springs, Benton Harbor, Niles and
St Joseph.

8.
Financial Objectives
◎ Admission of new students into I&E
program each year.
◎ Seek for financial funds and project
equipments from our partners that will
enable us improve our projects over time.

9.
Marketing
Tactics

10.
1. I&E Website
Give accessibility to partners to view the projects that are
being build.
Give students a chance to propose their projects before
going ahead to building them.

11.
2. Networking Events
Create interactions among students and partners.
Help students share new ideas among each other.

12.
3. Social Media
Promote the innovations made through Facebook,
Instagram, Twitter, LinkedIn, and YouTube for partners to
access and give feedback.

13.
4. Online video
Gives room for question and answer to those having
questions on the innovations made giving them a platform
to air their opinions

14.
5. E-Newsletter(Email)
Newsletter are to show the projects being worked on and
their benefits at the end of build up.

15.
6. Improving Search Engine
Optimization
Provide easy and faster accessibility of information to
students and partners on the product information.

16.
Financial
Analysis

17.
● Total amount of tuitions is sales amount.
● It has competitive advantages of competing with other similar programs in other schools.
● Students who signed up for this program, have a very high intent to keep their study until they
finish the program.
● Tuition fees is $1100 per credit (Average) and assuming cohort sizes of 10 in 4 respective
ramp-up years.
● Others in sales include fee and all types of grant from partners or investors, assuming average
$50,000 each year.
● Except the first year, it doesn't require to buy any new equipment.

18.
Overall Financial Concerns/ Implications
● Finding students for this program is not that challenging
because of the variety of ways we can do
● It is difficult to create financial strategy tailored to each of
partners
● The current goal is to inform people of this program as much
as we can. Because there are few people who know of this
program now.

19.
Controls

20.
Activities Who Frequency Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
I&E Website
AU Office of
IT Service Designing Developing
Publishing
on
AU
Website
Online video I&E staff Annually
Making
Program
Image
Videos
Publishing
on
Youtube
Networking
Events
School of
Business Annually
Annual
Event
Social Media
Marketing
I&E
marketing
manager Weekly Post
LinkedIn,
Youtube,
Facebook
and
Twitter
E-Newsletter
(Email)
I&E
marketing
manager Monthly
Send by
Email
Send by
Email
Send by
Email
Send by
Email
Send by
Email
Send by
Email
Send by
Email
Send by
Email
Send by
Email
Send by
Email
Send by
Email
Send by
Email
Improving
SEO
AU Office of
IT Service Monthly
Assess
current
search
ranking
Track and
measure
the
right
metrics
Makeing
website
mobile-
friendly
Diagnose
and
fix current
penalties
Improving
SEO
with
keyword
research

21.
Quantitative Indicators:
◎ Revenue Growth
◎ Cost of Customers(Partners)
Acquisition
◎ Web Traffic Sources
◎ Email Marketing Performance
◉ Delivery Rate
◉ Unsubscribe Rate
◉ Open Rate
◉ Click Through Rate
◉ Conversion Rate
◉ Forward/Shares
Evaluation-kPIs
Qualitative Indicators:
◎ Level of partners’ satisfaction
◎ Partners’ loyalty

22.
Marketing
Materials

23.
Camera-Ready
Marketing Materials
1. I&E Facebook Post
2. I&E YouTube Banner
3. I&E e-Newsletter

24.
Executive Summary
Our resolution for this program is to
increase the number of students annually and
also increase the number of partners. We
developed a set of marketing tactics to attract
more partners. Also, we analyzed the financial
aspects to see if this program is likely to go
beyond the break-even point and what kind of
financial support our partners can provide.

25.
“
Questions?
?

26.
Thank you!