University of Maryland Office of Extended Studies | Professional Programs

Master of Chemical & Life Sciences | Tactical Plan

February 4, 2009

About the Program

• The University of Maryland Office of Extended Studies (OES) currently offers an online based

Master of Chemical and Life Sciences degree (the Program).

• Program requires completion of 30 online credit hours, as well as six on-site credit hours during summer laboratory sessions at UM-approved locations convenient to the student.

• Courses are offered in four terms over the course of the year.

• Program is offered to both degree-seeking students and Advanced Student Status (nondegree- seeking).

• Program is designed to provide middle and high school science educators with in-depth knowledge of current research areas in the biological, biochemical, and biomedical sciences.

• Concentrations are offered in both chemistry and biology.

• Courses include Concepts of Modern Biology, Concepts of Modern Chemistry, Modern

Molecular Genetics, Principals of Chemical Biology, and Principals of Transmission Genetics.

• The following advertising channels were historically utilized for the Program:

- National Science Teachers Association (NSTA) Institute Partnership Agreement

° The existing MOU agreement includes the following marketing components:

- 42 four-color, co-sponsored Institute print ad insertions in all NSTA journals and reports (insertions developed by NSTA).

- Listing on the NSTA Institute website, with ability to update ad content up to four times per contract period (four content changes remain for OES until 6/30/09).

- Up to two NSTA Express e-newsletter blasts, including OES Program information and embedded link to Program website.

- NSTA The Science Teacher (ST)

° ST is the country’s largest 100% paid circulation high school science teaching journal. ° Covers a full range of science topics including biology, chemistry, physics, astronomy, physical and earth sciences, and pedagogy.

° Currently received by over 28,500 educators with a pass-along readership in excess of 3 times.

° ST readership profession demographics include:

- 80% teacher

- 6% professor

- 14% department head/chair

- 8% principal, supervisor/coordinator, administrator

- 11% student

- 3% scientist

- 4% consultant

° ST education level breakout:

- 6% grades K-5

- 24% grades 6-8

- 85% grades 9-12

- 16% college

- NSTA Science Scope (SS)

° SS is a 100% paid circulation, peer-reviewed journal for middle and junior high school science educators.

° Provides engaging, activity-based articles which support each month’s theme and are focused on informing teachers about current, high-quality education practices for the middle level classroom.

° Currently received by over 18,000 educators with a pass-along readership in excess of 2.5 times.

° SS readership profession demographics include:

- 84% teacher

- 4% professor

- 11% department head/chair

- 10% principal, supervisor/coordinator, administrator

- 2% scientist

- 4% consultant

° SS education level breakout:

- 18% grades K-5

- 87% grades 6-8

- 24% grades 9-12

- 9% college

Target Audience

• Middle and high school science educators interested in expanding and updating their scientific knowledge base.

• From fall 2005 to the present, the Program’s student base is comprised of the following demographics:

° 68% female

° Majority of students are between the ages of 25 and 50

° 39% of students reside in the local area states of Maryland, New Jersey, Pennsylvania, and Virginia, with relatively large recruitment numbers from Florida (18) and California (32)

Marketing Goals & Objectives

• Generate inquiries and applications to yield 10 new students for September 2009 term.

• Implement measurable tactics and track results in order to fine-tune the marketing plan for 2010.

Challenges

• Limited marketing budget for reaching a fairly large primary target audience (middle and high school teachers—mostly domestic with potential for international recruitment).

• Program exposure through partnership with the NSTA Institute is limited due to poor NSTA website navigation.

Competitor Programs

Several universities that offer master’s programs in biology and/or chemistry include:

• Western Kentucky University

- Offers a Master of Science in biology program, with both online (non-thesis) and on-site options.

- Program includes 30 credit hours in such courses as, Molecular Genetics, International Wildlife

Management, Advanced Microbiology, DNA Forensics, Toxicology, and Advanced Cell Biology.

- Target audience for program includes in-service teachers.

• University of North Carolina, Wilmington (UNCW)

- Offers an online corporate Master of Chemistry program.

- The Program is offered only in conjunction with partner companies who nominate valued employees for admission.

- All courses are available online.

- Research is carried out at the company, under the joint supervision of company scientists and UNCW faculty.

- Program includes 30 credit hours in courses such as Advanced Analytical Chemistry, Advanced Biochemistry, Computational Chemistry, and Medicinal Chemistry.

- Target audience for Program includes working professionals who have an undergraduate foundation in chemistry.

• St. Joseph College of Connecticut

- Offers online, on-site, or combination Master of Science in biology programs with both non-thesis and thesis options.

- Program includes 30 credit hours in courses such as Ecology, Laboratory Technique for Teachers,

Emerging Diseases, Cancer Biology, Genetics, and Neuroscience.

- By taking two courses per semester, the Program can be completed within two years.

- Target audience for the Program includes working professionals who desire a flexible course schedule.

• University of Nebraska, Kearney

- Offers an online, non-thesis, Master of Science in biology program.

- Program includes 36 credit hours in courses such as Organic Evolution, Biological Research,

Plant Pathology, Human Genetics, and Animal Behavior.

- The program is designed for high school and middle school teachers, scientists, researchers, or anyone who could benefit from an advanced education in biology.

• Illinois Institute of Technology

- Offers two online Professional Science Master programs with a total of 30 credit hours each: Master of Chemistry and Master of Biology.

- Master of Chemistry program includes degrees in:

° Master of Analytical Chemistry

° Master of Materials & Chemical Synthesis

- Master of Biology program includes degrees with specialization in:

° General Information

° Biochemistry

° Biotechnology

° Cell & Molecular Biology

° Microbiology

- Target audience includes:

° Biologists and chemists in government, medicine, research, or industry seeking career advancement

° Mid-career professionals crossing over to a technical field

° Science teachers seeking career growth

° Recent science graduates looking to gain a competitive edge in the job market

° Persons re-entering the workforce looking to refine professional and technical skills

Note: OES confirmed that NSTA’s Institute partners, Mississippi State University, Montana State University, and the American Museum of Natural History, are not considered direct competitors.

Recommendations

Based on the competitive landscape, the Program’s marketing objectives, and available budget, LMD makes the following strategic recommendations:

Strategic Outreach

• Leverage existing NSTA Institute MOU agreement (7/1/08-6/30/09).

- OES’s current partnership material content should be updated to best reflect the recommended messaging strategies below.

• Utilize NSTA’s highly targeted publications.

- Advertise through the print journals most applicable to middle and high school educators and decision makers.

• Optimize online presence for the Program through paid search engine marketing.

- Utilize Google Adwords and key educational directory site listing (Gradschools.com).

° Gradschools.com is one of the main educational directories used by competitors to market their online/distance learning programs.

- Pay-per-lead program structure is best suited for smaller programs (in terms of enrollment) that are looking to see a short time frame for conversion of leads to applications and enrollment.

- Only the OES and American Sentinel University (ASU) programs are currently advertising on Gradschools.com via a U.S. online master’s degree search (Field of study: Biological

Sciences; Subject: Life Sciences).

° However, ASU’s listing under this search reveals only master’s degrees with focuses in health and/or medicine.

- The following universities and colleges are currently advertising on Gradschools.com through a U.S. online master’s degree search (Field of study: Biological Sciences; Subject:

General Biology)

° University of Nebraska, Kearney (sponsored link)

° Mississippi State University

° Saint Joseph College

° UM

• Utilize UM alumni database to promote the Program.

- Program information included in OES’ Professional Programs email broadcast and information included in Alumni Association’s e-newsletter. Both are emailed to UM Alumni Association list. Alumni Association handles distribution, which is scheduled for March 2009.

Messaging

• Emphasize:

- Strategic focus of the Program (modern science and technology content vs. pedagogy) as a key differentiator.

- Majority of the Program’s required credits are conveniently available online, with travel to campus only required for six credits (laboratory experience).

- The on-site laboratory experience demonstrates applications of course topics in a classroom setting.

• Communicate program benefits, such as:

- The Program will advance your knowledge base in biology and related areas.

- The Program will make you a better scientist and better equipped to understand and convey information to your students and communities.

Tactics & Costs

The existing partnership with the NSTA Institute and advertising in NSTA print materials will be continued for 2009. Outlined below are these tactics with their associated costs, as well as LMD’s additional tactical recommendations. Combined, these marketing tactics will help build awareness and credibility of the Program.

NSTA Institute Partnership Subscription. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 12,000

Includes: 42 four-color, co-sponsored Institute print ad insertions in all NSTA journals and reports, listing on the NSTA Institute website, and two NSTA Express e-newsletter blasts.

Note: Trafficking of partnership materials handled by OES.

NSTA Publications (Print Advertising). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 7,305

Both Science Scope (SS) and The Science Teacher (ST) reach a highly targeted segment of the Program’s audience.

Four 1/3 page ads. One each in the Summer (July/August) and September issues of both SS and ST.

Design/production............................$ 1,500

Placement SS...................................$ 2,110

Placement ST...................................$ 3,070

Account Service...............................$ 625

Google Adwords. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  . $ 6,000

Seven-month text ad ($25 per day maximum budget) synchronized with application deadlines for fall enrollment. OES is only billed for click-throughs. Includes LMD selectingkey words, monitoring the Adwords campaign, and adjusting Adwords as necessary to optimize results.

Placement........................................$ 5,250

Account Service...............................$ 750

Gradschools.com. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 3,375

Note: Timely and effective follow-up by OES is critical in converting leads to applications and enrollments.

Lead generation through the Biological Sciences section of the Life Sciences field of study.

Includes logo and program description.

Placement........................................$ 2,750 ($45/60 leads)

Account Service...............................$ 625

Alumni Outreach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ N/A

Note: Cost for alumni outreach will be billed separately, as it pertains to all Professional

Programs.

TOTAL COST. $ 28,680