The University of Montana offers summer courses and a HealthPREP program to establish early relationships with potential health professions students. The summer courses include introductory science courses and a traveling session to medical facilities. HealthPREP is a 5-week program offering pertinent courses and experiences. UM also sponsors a HOSA competition to engage local high school students interested in health careers.

1. The University of Montana
Health
Professions

2. The University of Montana: A Company Overview
The University of Montana is a public academic institution dedicated to furthering the
education of its students since its establishment in 1893. The University of Montana pursues
academic excellence as demonstrated by the quality of its curriculum and instruction, student
performance, and faculty professional accomplishments. The University accomplishes this
mission, in part, by providing unique educational experiences through the integration of the
liberal arts, graduate study, and professional training with international and interdisciplinary
emphases. The University also educates competent and humane professionals and informed,
ethical, and engaged citizens of local and global communities; and provides basic and applied
research, technology transfer, cultural outreach, and service benefiting the local community,
region, State, nation and the world. UM has produced more Rhodes Scholars than any university
in the Rocky Mountain West and was named one of the top 100 universities by Washington
Monthly based on research, social and service mobility. Graduates have gone on to work for
companies such as Nike, The New York Times, Microsoft, Google, Apple, Boeing, and many
others.

3. Size
The University of Montana is located in the city of
Missoula, Montana’s second-largest city with a
population of 67,000 residents. The University
itself hosts a population of 9,787 students
consisting of Montana natives, out-of-state, and
international students.
Degrees
UM offers 174 academic programs to fit the
interests and passions of its students. Students
can choose from this multitude of programs to
pursue a certificate, associate, bachelor's,
master's, or doctoral degrees in Creative Arts,
Business, Health, and Sciences.
Education
The University of Montana is an integral component that
makes Missoula a thriving destination location; because
of this the University has attracted world-renowned
educators.
•These educators provide ample personal
attention to students with a 18:1 student-to-faculty
ratio.
•Small class sizes boost the learning environment;
76% of undergraduate classes have fewer than 30
students and while the school has 46.6 percent of
its classes with fewer than 20 students.
•The average freshman retention rate, an indicator
of student satisfaction, is 73.3 percent.
Cost
In-State Tuition: $6,330/Out-of-State Tuition: $23,146
The University of Montana: A Company Overview

4. Competition Analysis
Montana State University
● Located in Bozeman, MT
(204 miles from Missoula)
● Acceptance rate: 84.5%
● 13,264 students enrolled
● Tuition fees: In-State $6,894
Out-of-State: $21,296
● 6 schools in the College of
Health & Human
Development
● Boasts highest SAT + ACT
scores for incoming
freshman in 25 years
Washington State University
● Located in Pullman, WA (257
miles from Missoula)
● Acceptance rate: 82.5%
● 23,070 students enrolled
● Tuition Fees: In-State
$12,428 Out-of-State
$25,510
● 5 Colleges in the Health field
of study.
University of Montana
● Located in Missoula, MT
● Acceptance rate: 95.7%
● 9,787 students enrolled
● Tuition fees: In-state: $6,330
Out-of-State: $23,146
● 5 schools in the College of
Health & Biomedical
Sciences

5. Competition Analysis
Boise State University
● Located in Boise, ID (366
miles from Missoula)
● Acceptance rate: 77.7%
● 19,026 students enrolled
● Tuition fees: In-state: $6,292
Out-of-State: $18,892
● 6 schools in the College of
Health Sciences
● Multiple research and
outreach centers
● Provides networking
opportunities
● Utilizes multiple social media
platforms
Weber State University
● Located in Ogden, Utah (491
miles from Missoula)
● Acceptance rate: 100%
● 24,498 students enrolled
● Tuition fees: In-state: $5,126
Out-of-State: $13,780
● 14 schools in the College of
Health Professions
● Offers some complete
programs online
University of Montana
● Located in Missoula, MT (0
miles from Missoula!)
● Acceptance rate: 95.7%
● 9,787 students enrolled
● Tuition fees: In-state: $6,330
Out-of-State: $23,146
● 5 schools in the College of
Health & Biomedical
Sciences
● Online presence across
many sources

6. Best Practices
Online Best Practices
● Interaction with the university website and apply online
● Encourage prospective students to schedule a visit online
● Free, downloadable e-books, viewbooks and student guides
● Detailed information sheet for every major/program
● Telecounseling (=it includes regularly scheduled Skype calls
to most inquiries at various times during the recruitment
process)
● Recruiting pages (Admissions+Academics) on the university
website
● Cooperate with education websites (i.e.
collegeweeklive.com)
● CRM: Reply to all students, parents and other stakeholders
online enquiries
Offline Best Practices
● High-school affiliation
● Open house events
● Campus visits for high-school students
● High-school visits by admission representatives
● Using enrolled students at the university’s
marketing department (Student Ambassadors)
● Offering loans directly from the university/college
● Publications and press releases regarding
university’s research programs, initiatives etc.
● Group area meeting on-campus with prospective
students, parents & advisors/admissions officers

7. Audience Analysis
Parents of Prospective Students
● Any parent/guardian of first target market (currently enrolled
high school juniors and seniors in Montana). Parents in this
target market ultimately want their children to become
“successful”. The term “successful” varies from family to
family.
● 38,827 estimated population of target market
● Parents receive information from social media (mainly
facebook), word of mouth (either from their children or other
parents), mailings/brochures, and a significant amount from
the admissions offices and university websites.
● The parents of prospective students are highly concerned
with the value of their child’s education (cost of tuition and
quality of programs), competitiveness of and classes offered
in their child’s degree choice, financial aid available, future
employment opportunities/alumni, and the overall enjoyment
their child will have at the university (involvement, academic
support, etc.)
● We chose this target market because parents are often
influential in the college decision process and a parent’s
inclination toward a university can be passed down to their
children.
College Bound, Montana High School Juniors &
Seniors
● Students currently enrolled in a Montana high school (Grades
11 and 12) who are considering continuing on to higher
education. Students in this target market often have a desire
to move above and beyond the success attainable with solely
a high school diploma.
● 20,457 estimated population of target market based upon
2011-12 data
● These students receive information about prospective
universities from personal research, parents/guardians,
school counselors, university websites, social media, ads
(radio, tv, apps, etc.), promotional events (speakers, campus
tours, etc.), or word of mouth.
● These students are looking for strong health programs,
opportunities to become involved on campus or within the
community, ability to fund education (loans, scholarships,
grants), available facilities, “college town” atmosphere.
● We chose this target market because high school counselors
begin advising students about college during their junior year
and most college decisions are finalized before the end of
senior year.

8. Communication Opportunities
Students:
● Ambassadors of UM can engage in more direct
and personal contact with high school students
● Better communicate both academic and financial
flexibility for students looking at multiple
universities
● More direct use of social media to advertise the
benefits of its health programs
Parents:
● More person to person contact, especially
among alumni as it relates to their children
● Expand social media target market to reach
out to parents who also use these tools
● High school counselors should be meeting one
on one with parents to discuss options for
students after graduation.
Opportunities for The University of Montana to expand its communication efforts to reach more of
its target audience:

9. Website Presence
SEO
● Important keywords have been added to the UM Health professions homepage
○ health professions montana but not medical professions montana
○ montana university health programs
○ health/medical programs university of montana
Homepage
● Replace the image at the homepage with a more meaningful for our target audience
○ Health students working on a lab wearing medical uniform
○ Students who examine people and seem to be happy about that
● Welcome message should be right below the image at the top of the page (now at the bottom)
● Sections below the main image are relevant to our audience’s interest--No change
● Stay connected-Sign up email list could be included next to the welcome message
About
● Include Faculty/program & staff directory--Dean’s office staff will be integrated there
● History section could be enriched with some archive images
● CHPBS Reservation Calendar section has no description & all hyperlinks are broken
Integrate “Schools & Units” and “Degrees” under a new unit named “Schools & Programs/Degrees”
Give/Donate--Provides irrelevant information to what our target audience seeks to find

10. Website Presence
Student services
● Hyperlinks as a headline before or after the text (now, in the middle of the paragraph)
● Pre-medical sciences advising program section redirects to pre-medical homepage
http://premed.health.umt.edu/ in a new tab. Replace the link using the following
one:http://premed.health.umt.edu/current-students/advisors.php
Research & Outreach
● Include a brief text talking about the research centers & organizations the UM Health cooperates with and
then include their respective logos. Under every logo students will be able to find more personalized
information (i.e. mission of the organization, how to get involved etc.) and the link to the organization’s
website. Now, there’s no reference on how the university connects to the UM Health organizations and
research centers, whereas some of the hyperlinks redirect visitors to other pages at the same tab and others
launch new tabs
Schools & Degrees
● Short text (2-3 sentences) about the different schools & degrees and attach an image above it
● Hyperlinks to different schools of College of Health professions for all 3 academic levels (undergraduate,
graduate & professional/advanced)
● Include information-hyperlinks about Scholarships & Financial aid

11. Public Relations
No known negative publicity for the UM College of Health Professions
Social Listening (Word-of-mouth)
● What discussions are triggered around the University of Montana and specifically the Health programs
(if any)
● Negative word-of-mouth can be addressed since online comments and discussions are easily and
legally traceable
Generate positive publicity
● Positive press releases (online & offline) about researches the university and/or College of Health
professions conducted which benefit the local community and/or country
● Initiatives the UM took to develop Health programs providing students with better academic &
professional experience (study abroad programs, field trips, student groups sponsored events etc.)
● Students-testimonials who will act like UM & Health programs evangelists describing their experiences
on social media networks
Negative publicity (UofM) and how to address it
● Rape cases involving UM students hurt the reputation of the university and the enrollment rates
○ Address & tackle negative publicity taking actions that may reduce or eliminate such phenomena
(anti-rape classes, professional advising, tougher punishments discourage students to act
against the student code)
○ Let media know regarding the serious actions you took to ensure public safety on-campus

12. Brand Strategy
The value of attending the University of Montana comes from:
Cost
Education
Experience

13. Summer Courses
● 3 Summer sessions will be offered to
high school juniors and seniors.
● Both the first and second sessions
will be 2 weeks in length with students
staying on campus, in the residence
halls, during their session.
● Sessions will be taught by graduate
level students.
● Sessions include but are not limited
to:
Introduction to Biology
Introduction to Anatomy
Medical Terminology
● The third session will be the traveling
aspect: Introduction to Health
Professions.
● Students will spend the first few days in
the classroom, learning about the
medical facilities they will be traveling to
over the course of the next week
● They will travel to Seattle and Oregon
visiting medical facilities such as:
Harborview, University of Washington, Seattle
Children’s Hospital, Oregon Health Sciences
University, St. Charles Hospital, Bay Area
Hospital, etc.
● They will end their session in the
classroom completing a project.

14. Budget for Summer Courses
● For sessions 1 & 2 - assuming
50 students per session:
● Total cost per session (includes
food and course costs): $7,125
$142.50 per person
● Total amount students will be
required to pay: $7,000
$140 per person
● Total cost to the university:
$125 per session
● For session 3 -
assuming 20 students
● Cost of food and lodging per
student: $520.50
● Total amount students will be
required to pay: $525
● Adding the extra back into the
budget leaves us with $9840
which will be delegated to
transportation, faculty pay, and
other activities.

15. HealthPREP
● 5 Week program offering courses
during the Autumn and Spring
Semesters that are pertinent to
pursuing a degree in the field of Health
sciences.
● Weekend Courses include:
Career Day
College Day
Facility Tour Day
Certification Day
Wilderness Safety Day
● Students who complete the program
will receive priority advising and
registration upon their enrollment at
UM.
● The HealthPREP program is a way
for UM to establish a strong
relationship with potential students
before they enroll.
● HealthPREP will be capped at 100
students until the success of the
program can be determined.
● HealthPREP will run in the Autumn
from the beginning of September
through the end of October.
● HealthPREP will run in the Spring
from the beginning of March through
the end of April.

16. Budget For HealthPREP
HealthPREP presenters will leave
posters + brochures at the high schools
in Missoula when giving their
presentation about the program at the
high schools.
Cost of Print = $1,359.44
In addition to these school presentations,
we recommend pursuing digital
advertising to reach our target market of
parents and students online.
Cost of Digital = $2,640.56
Autumn Courses
• Will host 50 high school students from
Missoula
• Will run from the beginning of September
through the end of October
• Food will be provided
• Total cost = $3,000.00
Spring Courses
• Will host 50 high school students from
Missoula
• Will run from the beginning of March
through the end of April
• Food will be provided
• Total cost = $3,000.00
Total Cost of Project Implementation=
$10,000.00

17. HOSA Competition
● HOSA - Health Occupations Student
Association: a club offered at several
Montana high schools for future health
professionals
● One-day competition sponsored and
hosted by UM in January
● Lunch provided to students and teachers
● Provides opportunities for health-
interested high school students and their
parents to see UM campus, meet
faculty, etc.
● Group and Individual competitions
● Scholarships offered to top groups and
individuals overall
● Attendees will be eligible for UM application
fee waiver
● State of Montana HOSA:
○ Kelcie Murphy - State President
○ Sharon Loa - State Vice President
(both attend Sentinel High School)
● Identify high schools without HOSA
Chapters and sponsor a new chapter (i.e.,
Hellgate High School)

18. Budget for HOSA Competition
Logistics:
● Catering for lunch
● No cost for host location (UC Ballroom)
● Total Cost: $1,175
Prizes:
● Scholarships for top 3 group and
individual scores
● Application fee waivers to all finalists
● Total Cost: $5,610
Sponsorship of new HOSA Chapter:
● 1st year student/advisor dues
● 1st year operating budget
● Total Cost: $1,240
Total Project Implementation Cost: $8,025