Advertising Plan for the University of Illinois at Springfield

Feb 3rd, 2012
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This is the first comprehensive advertising plan for the University of Illinois at Springfield [ (UIS Strategic Plan, 2006) ] since 1992, when we were still known as Sangamon State University [ (UIS Strategic Plan, 2006) ].

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Advertising Plan for the University of Illinois at Springfield BU 446-8: AdvertisingRenee A. TeschApril 18, 2010I. Executive SummaryThis is the first comprehensive advertising plan for the University of Illinois at Springfield [ (UIS Strategic Plan, 2006) ] since 1992, when we were still known as Sangamon State University [ (UIS Strategic Plan, 2006) ]. The UIS has been part of the University of Illinois for 10 years, and it is time for fresh planning, new thinking and "Stretch Ideas" to move them well beyond what they have been and to lead them well into this century [ (UIS Strategic Plan, 2006) ]. This advertising plan will cover the topic of how the UIS strives for excellence in all endeavors [ (UIS Strategic Plan, 2006) ]. In this advertising plan for UIS, the following sections will be covered: A. Situation AnalysisB. Key Planning Decisions1. Target Audience2. Competitive Product Advantage3. Product Image & Personality4. Product PositionII. Situation AnalysisIn order for the UIS to be recognized as one of the top five small public liberal arts universities in the United States, a SWOT analysis should be conducted. Strengths-Locations- UIS is located on the So

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