Kendall D. Williams Portfolio Marketing Plan

“
The best way to predict the future
is to create it.
- Peter Drucker

About Me
◉ Abbreviated Resume
◉ References
Table of Contents
Marketing Plan
◉ Executive summary
◉ Business review
◉ Target audiences
◉ Marketing objectives
◉ Marketing tools
◉ Marketing budget
Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Table of Contents
My Work
◉ Drayson Center website
◉ School of Nursing website
◉ Cancer Center website
◉ The Inclusion Project
◉ Additional successes

Abbreviated Resume
Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | About Me
Experience
◉ Web Business Analyst, March 2016 - Present
Loma Linda University Health, Loma Linda, CA
◉ Web Content Writer - Internet, May 2014 - March 2016
Loma Linda University Health, Loma Linda, CA
◉ Communications Manager, Jul. 2012 - May 2014
ieCrowd, Riverside, CA
◉ Marketing and Themes Director, Feb. 2010 - Nov. 2010
SECC of Seventh-day Adventists, Riverside, CA
Education
◉ MBA, Finance and Marketing, Mar. 2014
La Sierra University
◉ BS, Marketing, Mar. 2012
La Sierra University
Contact Me
◉ kendenwilliams@gmail.com

References
Mark Fletcher
Director, Web University
Loma Linda University Health
mefletcher@llu.edu
909.558.5466
Larry Eason
Chief Marketing Officer
ieCrowd
leason@iecrowd.com
310.876.5173
Grey Frandsen
President
ieCrowd Business Unit at
Olfactor Laboratories Inc.
gfrandsen@iecrowd.com
951.565.1262
Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | About Me

“
Kendall is a beaming light who always shines
bright throughout the Web Center and she
displays quality not only in her work ethic,
but more importantly, her attitude.
- Amy Baxa,
Administrative Assistant, Sr.
Loma Linda University Health, Web Center

My Work
Drayson Center | School of Nursing | Cancer Center
The Inclusion Project

Place your screenshot here
Drayson Center
◉ Project manager
◉ User discovery
◉ User experience (UX) exercises
◉ Client discovery
◉ Design collaboration
◉ Content strategy
◉ Content creation
◉ Search engine Optimization (SEO)
◉ Website build-out
Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | My Work
Full site

School of Nursing
Prospective Students | Home | About
◉ Project manager
◉ Design
◉ Content strategy
◉ SEO

Cancer Center
Full site
◉ SEO
◉ Design collaboration

The Inclusion Project
A project to promote greater
understanding of our differences by
encouraging conversations that help us
learn about our communities.
Elements of “The Inclusion Project”
include cultural consciousness workshops
and a quarterly newsletter.
Internal initiative

Additional Web Projects
◉ Loma Linda University (LLU) Eye Institute (Research
Section)
◉ Rheumatology
◉ Power of Inclusion Conference
◉ Behavioral Health Institute
◉ Healthy People in Healthy Communities
◉ 100% customer satisfaction rate for service
requests

“
Marketing is no longer about the
stuff that you make, but the
stories you tell.
- Seth Godin

Marketing Plan
Business Review | Target Audiences | Objectives
Tools | Budget

Executive Summary1
Strategic . Maximizer . Relator . Learner . Responsibility Kendall D. Williams - Portfolio | Marketing Plan

Executive Summary
It is our goal to share the Christ-centered mission of LLU.
We want prospective students to know they will receive
quality education in an environment that caters to their
spiritual, mental and physical well-being.
We strive to connect with our secondary audiences as well
- keeping them engaged with the LLU story. One of our
objectives is to have those, who have been impacted by
LLU, share their experiences with others and promote the
values of the university.
Employing traditional as well as innovative marketing tactics
will help us reach these goals.

Business Review2

Strengths
◉ Positive reputation in the
Seventh-day Adventist (SDA)
community
◉ Established brand
◉ Research opportunities
◉ Academic medical center
◉ Practical experience/Front loaded
didactic programs
Business Review - SWOT Analysis
Weaknesses
◉ Website presence
◉ Social media presence
◉ Enrollment process
◉ Customer relationship management
◉ Cost - premium pricing

Opportunities
◉ Communicate SDA message
◉ Communicate student
demographics - perceived as solely
SDA
◉ Recruit qualified students from
diverse backgrounds and regions
◉ Promote unique selling propositions
(USP)
◉ Strengthen alumni network
Business Review - SWOT Analysis
Threats
◉ Attractive regional competitors
◉ Budget
◉ Internal buy-in
◉ Existing processes

Target Audiences3

Target Audiences
Patients
Graduate
Students
Healthcare
Professionals

Target Audiences - Demographics
Graduate Students
◉ 22-25 years old
◉ Male/Female
◉ Pre-health
professional/science
undergraduate program
◉ Middle-middle class+
◉ Midwest & east coast
◉ Hispanic, eastern Indian &
black
Patients
◉ 25-30 years old
◉ Male/Female
◉ Health professionals
program
◉ Middle-middle class+
◉ Loma Linda, CA
◉ All races & ethnicities
Healthcare Professionals
◉ 60+ years old
◉ Master’s or Doctorate
education
◉ Health professionals
◉ Income $100,000+
◉ Upper-middle class+
◉ All regions
◉ All races & ethnicities

Target Audiences - Psychographics
Graduate Students
◉ Determined, friendly
◉ Values: spirituality,
relationships, experience
◉ Interests: mission work,
technology, health
◉ Spends time with friends
and on social media
“I want my education to be worth the
price I pay. I hope I can maintain
spiritual life and relationships while in
school. Providing quality care is
important to me.”
Patients
◉ Focused, open
◉ Values: time, spirituality,
service
◉ Interests: school courses,
research, mission work
◉ Spends time studying and
traveling
“I want to know that my professors have
my best interests in mind. I hope my hard
work pays off. Gaining practical
experience is important to me.”
Healthcare Professionals
◉ Logical, optimistic
◉ Values: work-life balance,
spirituality, health
◉ Interests: research, giving
back, traveling
◉ Spends time advancing
career and with family
“I want to contribute to the healthcare
community. I hope I can stay abreast of
the latest developments in healthcare.
Giving back to the LLU community is
important to me.”

Marketing Objectives4

Marketing Objectives
Attract & Retain
Recruit qualified applicants, retain
existing students, and build strong
alumni relationships.
Promote LLU’s unique selling
propositions (USP), wholeness
mission and student experience.

Marketing Objectives
Current
Enrollment
~4745
4982
students
1.05%
Increase in
Enrollment
for 2015-2016
fiscal year

Marketing Tools5

Marketing Tools
Branding
◉ Spiritual
◉ Excellence
◉ Integrity
◉ Collaborative
◉ Diverse
◉ Innovative
◉ Relatable
◉ Compassion
◉ Freedom
◉ Justice
◉ Purity/Self-control
◉ Humility
Pricing & USPs
Premium pricing
◉ Wholeness mission
◉ Mission Opportunities
◉ Academic medical center
◉ Medical simulation center
◉ Front loaded didactic programs
◉ Location
◉ Number of residencies and
fellowships
◉ New research building in year 2020
Promotion
◉ Student discounts to
surrounding shops and
restaurants
◉ Travel credit for new
students
◉ Welcome packet for
new students
◉ Legacy discount
◉ Alumni magazine

Web
In preparation for interim and long-term re-design
◉ Student, staff, and faculty focus groups
◉ Content cleanse and updates
◉ Identify web priorities
◉ SEO exercises
◉ UX exercises
◉ Page file naming convention
◉ Process for updating websites
◉ Editorial calendars
◉ Identify digital experience (DE) managers for
each school
◉ DE workshops with Web Center, Loma Linda
University Marketing and DE managers
◉ Mobile application

Marketing Tools
Events
◉ Incoming student orientation
◉ University experience
◉ Lunch2U - Weekly food
trucks
◉ Club rush
◉ End of the year celebration
◉ Speaker series
◉ Tradeshows
Messaging
◉ We are a Christ-centered
institution.
◉ Wholeness is a huge part
of our mission.
◉ We are a diverse campus.
◉ We provide a quality
education.
◉ We value research and
innovation.
◉ Our students are
important to our success.
Advertising
◉ Billboards and media
buys
◉ Sponsors for healthcare
events and global health
initiatives
◉ Contribute to prominent
publications
◉ Media coverage for
community events
◉ Social media ads
◉ Commericial during “Life
on the Line”

Marketing Tools
Advertisement Example

Social Media
#iamllu campaign
◉ Establish one LLU blog that each school can pull
from
◉ Encourage potential and current students to
share their experiences by using the hashtag
#iamllu
◉ Photobooth at tradeshows to create an
interactive experience and collect #iamllu
photos
◉ Identify digital experience managers for each
school
◉ Create editorial calendars
◉ Collaborate with the Web Center on strategy

Marketing Tools
Distribution
◉ Event ads
◉ Alumni magazine
◉ Tradeshows/Recruiters -
photobooth at tradeshows to
create an interactive
experience and collect
#iamllu photos
◉ Mass email communications
Marketing Materials
◉ Interactive digital
brochure
◉ Wearable LLU “swag”
◉ Digital publications
Conversion
◉ Build database of leads
for mass email
communications
◉ Customer relationship
management
◉ Promote success rates of
alumni
◉ Incentive for visiting the
campus from
out-of-state -
$200/party

Marketing Tools
Partnerships
◉ Participate in events with
other prominent
organizations for
cross-promotions
◉ Discounts for
surrounding shops and
restaurants
Referrals
◉ If students refer 3
potential students they
will receive a free gift -
t-shirt, water bottle,
etc.
Retention
◉ Host relationship building
events for faculty and
students
◉ Assign an academic advisor
for each student
◉ Establish a wecare@llu.edu
email address, for students
to share their comments
and concerns
◉ Improve course registration

Marketing Budget6

Marketing Budget
Initial
Investment
Potential
Enrollment
Potential Tuition
Revenue*
Return on
Investment
%
Return on
Investment
$
Advertisements $20,000 94 $4,230,000 211.5% $4,210,000
Events 1,500 26 1,170,000 780% 1,168,500
Marketing
Materials 1,500 16 720,000 480% 718,500
Promotions 40,000 101 4,545,000 113.625% 4,505,000
Totals $63,000 237 $10,665,000 169% $10,602,000
*Estimated $45,000 for 1 year of tuition.

$63,000
Initial Investment
1.69%Return on Investment
$10,665,000
Potential Revenue

“
Marketing’s job is never done. It’s
about perpetual motion. We must
continue to innovate every day.
- Beth Comstock

Kendall D. Williams Portfolio Marketing Plan

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