Research Paper Marketing Plan
With the aid of a federal grant, Xavier university School of Nursing has created a Master of Science in Nursing (MS) Clinical Nurse Leader (CNN) Distance Learning program with the goal of giving Registered Nurses (Runs) in rural areas of Ohio an opportunity to advance their education. Utilizing remote viewing technology, these students pursue one of the newest MS concentrations aimed at vertical integration and improved patient care. Despite this innovative educational format, Xavier University School of Nursing has not been able to meet grant specifications mandating that they enroll 20 new students each year.
This marketing plan is designed to help the Xavier University’s School of Nursing to more effectively market to potential students in order to increase program enrollment. Based on an extensive analysis of the environmental factors and industry trends, goals and objectives were created specifically tailored for the program. The overall goal for Xavier University’s MS CNN Distance Learning program is to increase enrollment for the 2011-2012 school year. To accomplish this, three primary objectives are proposed below: 1) Enroll at least 20 new students in the distance-learning program by the next Fall 201 1 semester. Reach customers by implementing an interactive marketing campaign. 3) Implement the XX Call Nurses Leaders Program that offers hospital personnel education in the role of CNN and importance. To achieve these suggested objectives, the following strategies should be implemented: 1) The School of Nursing should market materials that outline how Xavier University is differentiated from other colleges, because it offers a RAN-MS bridge, part-time studies, and distance learning. ) Increase the awareness of the CNN concentration by marketing it to hospital personnel via the XX Call to Nurse Leaders program, that will start offer clinics aimed at educating administrators about the benefits of the CNN role. 3) Advertise directly to potential students to increase their awareness of the CNN role and encourage them to pursue their MS at Xavier university. By implementing these strategies and tactics, Xavier University School of Nursing will communicate to hospitals administrators and potential students the advantages of the MS CNN Distance Learning program.
Ultimately, this will insure that the School of Nursing meets their enrollment goals. Situational Analysis Analysis of Internal Environment Current Marketing Objective Xavier University Department of Nursing will provide Distance a Learning masters level education through high definition video conferencing methodologies to registered nurses (Runs) residing in rural areas, who would not otherwise be able to earn advanced degrees. By providing rural nurses with access to academic and continuing education, this project will strengthen the nursing workforce and improve nurse retention and quality of patient care.
Upon completing these courses, nurses will earn a Master of Science in Nursing (MS) with a focus on the Clinical Nurse Leader (CNN). The CNN verses the lateral integration of care for a distinct group of patients and may actively provide direct patient care in complex situations.. The CNN puts evidence-based practice into action to ensure that patients benefit from the latest innovations in care delivery. Xavier University School of Nursing wants to enroll at least 20 students each fall in their new MS CNN_ program with 30% being from a minority and/or disadvantaged population.
The goal is to increase the number of registered nurses with advanced degrees working in rural areas in Ohio. Each site is encouraged to have at least five interested ruses in order to establish a partnership with a hospital. Xavier wants to add new registered nursing students to their MS CNN program while maintaining their current enrollment. With the current trend, the MS CNN has not seen many registered nurses enrolling in this program, so Xavier is looking to develop a better recruitment process in order to obtain new students. This program is to be placed in seven facilities in rural areas of Ohio.
At this time, there has not been any consistency with new registrations. Out of the sixteen registered students for the fall 2009 semester, Fairfield Medical Center (FMC), only had five new students enroll. There were 3 new students enrolled at Brown County Regional Hospital (BACH) and zero at Wesleyan Senior Living (WSDL). During the fall 2010 semester two new students at FMC, BACH, and Lost Creek Care Center (LCD) registered. A total of nine new students registered at Joint Township District Memorial Hospital (JHTML), and zero were registered at WSDL.
Saver’s goal is to have at least twenty new students register for each new term. Recruitment has been offering information sessions about the program, answering questions and handing out information about the CNN role and admission paperwork. Review of Current and Anticipated Organizational Resources The video conferencing equipment was paid for by a federally funded grant totaling approximately $1. 5 million over a three year period to pay for video conferencing technology to be placed in seven facilities in rural areas of Ohio.
It is to be set up in the select sites for students to learn via live broadcasts from the class room on Savvies campus. The program is purposed to provide real life experiences from far away at a remote location. Although, according to Debbie Davis, Distance Learning Coordinator, a lot of hospitals have had robbers using the remote viewing technology. One hospital couldn’t see the lessons on the TV for a few weeks because the technology that allows remote viewing was not working correctly. Due to this technological difficulty, two students have dropped out of the program.
As of right now, Xavier has different locations in rural Ohio to reach out to Urn’s who cannot commute to and from Xavier s main campus. Strengths that the program offers according to Debbie Davis are (1) students can continue their education, (2) improve patient care, and (3) reach their personal goal in becoming Cans. By offering his program, students can continue their education and receive their MS CNN. Debbie spoke with some students and, one 65 year old lady is trying to reach her personal goal of getting her Master’s Degree in nursing and others want to further their education.
The way this program is run limits Xavier to not having a competitive advantage over other schools. Current nurses are not aware of this program as they should be. This knowledge deficit about the CNN role, which is a fairly new role, creates a challenge for potential students. In fact, the majority of hospitals/facilities are not yet incorporating the role onto their practice model. In order to achieve future success, Saver’s School of Nursing should try to reach out to prospective students and target those who want to further their education and get their MS CNN degree.
Recruiting and advertising attempts play a major role in gaining the right customer base and students to enroll in these virtual classes. Information sessions presented by Xavier staff members, help educate prospective students about the program in a forum based environment. At these information sessions, Debbie is available for 2-3 hours, usually at a time that is convenient to most nurses and the facility’s preference. The typical format has been an “open house” so nurses can stop by when it is convenient for them (beginning or end of a shift, or during later afternoon, when it might be a little slower on the floor).
Questions are encouraged and packets of information are given out. Saver’s mission statement says “Xavier aims to provide all students with a supportive learning environment which offers opportunities for identifying personal needs, setting goals, and developing recreational and aesthetic interests and skills for daily living and leadership. These recruiting and mailing advertisement attempts must help Xavier be evidence for the mission statement and achieve this through academic programs of high quality such as the MS CNN_.
At this time, recruiting and advertising attempts have failed for this program. Information sessions, newspaper advertisements, and $7, 100. 00 spent in post cards have not gained much attention to any Urn’s in the area. After all this money spent only two people registered. Debbie Davis spoke with 1 25 nurses who requested more information, and none of them enrolled. According to Debbie Davis, the budget is split up to different ways of recruiting. A total of $5,000 will be spent on publication costs for 010-2011.
Information sessions are allocated $2,800 and the rest of the money is limited since $9,300 has already been spent during this grant period for newspaper ads. If enrollment begins to increase, many benefits will be seen in the upcoming years. As more students take on this CNN role and receive their Master of Science in Nursing, the nurse, and patients will all benefit. Quality, safety, and continuity of patient care will directly be affected by graduating nurses in this program. Upon completing this program, it will provide more inclusive, holistic, and innovative care.
Also, after completing hose courses, these nurses will help increase cost effectiveness of patient care through decreased infections and critical care days for patients and elimination of unnecessary procedures. Xavier emphasizes a long-term relationship with its students. The recruitment process is a yearly campaign to reach their short-term goal of 20 new students enrolled in these classes. This program lasts from the beginning of the school year and won’t be offered again until the following fall semester.
Analysis of Customer Environment Please see the MS CNN- Customer Research Deck in the Appendix for a detailed analysis Of current students. Demographic Information Xavier University Master of Science in Nursing (MS) Clinical Nurse Leader (CNN) customers are currently all female registered nurses (Runs) aged 30 to 55 and live in various towns throughout rural Ohio. Potential Xavier MS CNN students have either earned a two year nursing associates degree, a three year diploma in nursing, or a four year Bachelor of Science in Nursing (BBS).
Potential students that are Runs with either an associates degree or a diploma in nursing must complete a 23 credit RAN to MS bridge program before they can enroll in the MS CNN concentration. Potential students that have already attained a BBS may enter the MS CNN program directly. Because the MS CNN is a graduate program, potential students are male or female Runs, living in rural Ohio, and are presumably in their early ass. Although some hospitals reimburse a portion of educational expenses, all students must finance their tuition independently.
Even though this is a federally granted program, there are no grants or scholarships automatically given to the students for entering the program. Instead, all current and prospective students are recommended to submit a FAST form to determine their legibility for grants, scholarships, and loans. Due to the tuition expense, all potential students must have either substantial disposable income or significant financial assistance to finance their education. According to the most current statistics, the median household income for Ohio in 2008 was $48,011 , while the median salary for a RAN in Ohio was $50,529.
Also, the median starting salary for a full-time RAN with a BBS in Ohio is $21. 33 per hour, whereas the starting salary for a full-time RAN with a MS is $21. 89 per hour. Nurses with a MS receive a higher income when they take on supervisory or administrative roles. Geographic Information Currently, there are five distance learning facilities at partnership sites including Fairfield Medical Center (FMC) in Lancaster, Brown County Regional Hospital (BACH) in Georgetown, Wesleyan Senior Living (WSDL) in Lyric, Lost Creek Care Center (LCD) in Lima, and Joint Township District Memorial Hospital (JHTML) in SST. Marry.
If funding is secured, two more distance learning sites will be established in 2011. For marketing purposes, the counties with currently partnered sites should be the primary focus of student recruitment efforts. Individual counties, instead of specific cities with stance learning facilities, will be evaluated, because it is assumed that students are willing to commute a short distance. See general geographic information below. Geographic Information Partnership Site City I County I Population (2009) Median Household Income (2008) county with Higher Education (2000) | FMC I Lancaster Fairfield 143,712 | $58,019 13. 0% BACH Georgetown Brown 44,003 $44,912 | 8. 80% | WSDL Lyric I Loraine | 305,707 $52,878 | 16. 60% | LCD I Lima Allen | 104,357 $44,360 | 13. 40% | JHTML I SST. Marry I Glazier | 46,699 | $52,152 13. 40% | Decision Making Process In this case, the potential MS CNN consumer is simultaneously the purchaser and user of Xavier University’s educational service. As a purchaser, the potential students must identify the CNN as their preferred MS concentration and research colleges that offer the CNN program.
Once a college is selected, the potential student must develop a plan to finance their tuition through disposable income, financial aid, hospital remission, or various combinations of the three. The major influences in this highly involved decision-making process may include their family, friends, colleagues, or other members in the community that are aware of Saver’s MS CNN graduate program. According to our research, hospital administrators, supervisors and colleagues most significantly impact the students decision to select the CNN concentration and enroll in a MS program.
Xavier University MS CNN program For the 2010-201 1 school year, the tuition for a Xavier University MS CNN students is $566 per credit hour, totaling $3500 per semester for a full-time load. Students have the option of paying tuition in full, enrolling in a five- payment plan, or signing up for the employer reimbursement plan. With the five-payment plan, a student can pay the semester’s tuition in five monthly installments. Under the employer reimbursement plan, students can defer payments until the beginning of the next semester, when their employer refunds their tuition.
If an employer does not reimburse the entire tuition amount, the student is responsible for the remaining balance at the beginning of the semester. In all cases, payment arrangements for tuition must be made prior to class registration. Xavier MS CNN students have the option of virtually attending class full-time or part-time, making them heavy or light users, respectively. Full-time students, or heavy users, begin the program during the fall semester, continue through the spring and summer masters, and complete their MS CNN after the following fall semester.
These students take 9-12 credit hours per semester and are finished with the program in approximately 1 h years. Part-time students, or light users, take 5-8 credit hours per semester and are finished with the program in approximately 2 1/2 years, or seven semesters, including summers (Refer to Appendix page 1). Currently, 81% of students attend class part-time and 15% attend class full-time. Both full-time and part-time curriculums require 43 credit hours and 420 practicum hours, 360 of which are CNN_ concentrated, to complete their MS CNN certification.
All students attend class at Xavier University virtually via video conferencing facilities set up at the partnership sites located in the rural regions across Ohio previously discussed. Each facility is equipped with approximately $60,000 Of audio visual equipment that allows students to see the professor lecture, and for the professor to see his/her students, in real time. Students can also view Powering presentations or other visual aids on a secondary monitor in the remote viewing class room.
With this set-up, students have the unique ability to attend Xavier University classes, in person, from a local site. To help students plan their work schedules and personal responsibilities, all classes are held consecutively one or more nights per week 4-9:pm. Xavier University Nursing Department Xavier University is located at 3800 Victory Parkway in Cincinnati. Ohio. Current and potential consumers can access information regarding Xavier University or the Nursing Department through exploring the website, visiting the campus in-person, as well as via phone, email, or mail.
On the Xavier University website, potential students can learn more about the MS CNN certification, apply to the program, as well as find contact information for cult and administrators. Potential consumers can also attend informational sessions at various health care facilities throughout Ohio that have shown interest in the program. These open forum discussions are held every spring at participating partnership sites and intermittently at potential new sites. In these informal meetings, potential students are educated about Saver’s MS CNN_ certification program and encouraged to ask questions.
At the administrative level, Xavier university School of Nursing actively networks with hospital administrators and nurse supervisors. Although an informal process, members of the School of Learning contact hospitals to discuss the advantages of the CNN role and the Distance Learning program. Similarly, hospital administrators and nurse supervisors reach out to Xavier University if they have heard of the program from other sources. Because the CNN role is not used in all hospitals, not all hospitals are receptive to the message or see a need for the program at their location.
However, overall, most hospital administrators and nursing staff see the advantages of the program. When do Customers Select Saver’s CNN Program? Since Xavier University’s MS CNN_ is a graduate program, customers would decide to enroll after they have received their undergraduate nursing degree. Because these consumers are presumably employed as a RAN, Xavier University should target hospitals, and other healthcare facilities, located in rural Ohio that utilizes the CNN position. At these facilities, Xavier University can partner with local Cans to promote both the specialty and Xavier University’s program.
Since no student has graduated the program yet, alumni are not yet available as a marketing tool. Still, current students should e provided with an incentive to promote the program in the facility or hospital they work in. The decision to become a CNN through the Xavier University MS program occurs in two phases by first determining the focus concentration of their MS and second selecting a college to obtain it through. This dual step decision making process requires a two prong marketing approach. First, Runs need to learn about the advantages Of selecting a CNN concentration over other nursing specialties.
This can be accomplished by raising awareness about the CNN program at the undergraduate level by having working Cans visit classrooms and discuss the unifies of the position. Once awareness is improved, Xavier University can become part of a student’s consideration set through targeting specific hospitals and making Runs aware of its unique teaching process via remote viewing. By targeting students at the undergraduate level, Xavier University, and the CNN_ program, can become part of the evoked set prior to the decision making process.
Why (and How) Students Choose Xavier CNN Program? Potential MS CNN students select Xavier University for various reasons. Xavier University is one of only approximately 80 colleges nationwide that offer the MS CNN specialization. Of the five other Anion colleges with the program, Xavier university is the one of only two colleges that offers remote learning via video conferencing technology. Unlike its competitors, Xavier University is the also only college actively targeting rural nurses that may have less access to furthering their education.
Xavier University’s program is also arguably the most convenient program for Runs with either an associates degree or diploma in nursing. The 23 credit hour RAN to MS bridge program is shorter than comparable programs at other colleges. Why Potential Customers Don’t Choose Saver’s CNN- Program? Ohio Colleges with MS CNN Program Breakdown I I Tuition (per credit)l Teaching Method Bridge Program Part- time or Full-time I Xavier University $566. 00 | Distance Learning Yes I Both I The Ohio state university $407. 00 | online I yes Goth I Wright State University | $527. 0 Online Yes I Both Cleveland State University $469. 25 | Online I No I Both I Terrine College | $357. 00 Online, Distance Learning Yes 1 80th University of Toledo | $460. 00 Online, Classroom I Yes Both I There are a variety of reasons why potential students do not select Xavier University MS CNN- program. First, the CNN concentration is a fairly new MS focus and some potential students may not be aware of it. Launched by the American Association of Critical-Care Nurses (CAN) in 2005, the new specialty was featured at approximately 80 colleges in 35 states.
Today, although the number of colleges offering the program has increased slightly, the CNN_ concentration is still Newton the nursing community. Second, other Anion colleges that offer the CNN specialty have significantly lower tuition than Xavier University. Through its research, the nursing department has identified their two greatest competitors as Wright State Universe¶y’ and Ohio State University. Wright State’s MS CNN program costs $3,644 for a student taking 11-18 credit hours; Ohio State’s program costs for 1 0,713 per year for tuition.
Although Wright State’s and Sow’s CNN programs only offer online courses, both pose a threat to Xavier University’s MS CNN concentration. Third, the technology used for remote learning at the distance learning sites has proven to be unreliable and defective at select facilities. Due to unfamiliarity with the equipment, these sites often have to learn how to operate the technology. With this learning curve, some sites cannot receive sessions consistently at the beginning of the semester. In one location, students were unable to view the lessons at all for several weeks. This incident ultimately caused two students to drop out of the program.
In order for Xavier MS CNN program to charge a premium price for tuition and advertise the benefits of distance learning, the technology used must be reliable. Analysis of External Environment Competition Xavier has few competitors that reside in Ohio for the Clinical Nurse Leader (CNN) program, namely Wright State in Dayton, University of Toledo, Terrine College in Westerly, and Ohio State University in Columbus. Because the program is relatively new, not many schools offer it. Their two main competitors, Wright State and Ohio State both offer online courses and initiated their programs before Xavier university.
As for their location, there are not any programs specific to Cincinnati, but there are some similar programs near-by. The closest competitor, Wright State, offers this masters in nursing as part of a lateral integration of patient care. Their program was developed in collaboration with Miami Valley Hospital, Good Samaritan in Dayton, and the Maria Joseph Living Center as well as Dayton VA Hospital and Kettering Health network in order to prepare individuals to assume this position at their unit level. To apply to their program potential students need a Bachelor of Science in Nursing (BBS), a cumulative of 3. Or above, and 1-2 year’s clinical experience as an RAN are preferred. The cost is approximately $3,644 for a student taking 11-18 hours Of credit and there are nearly 18,000 students attending. Their strength resides in the alliance with hospitals surrounding the area that are willing to provide a place to practice this skill. A weakness that may hinder their program would be the lack of higher genealogy simulation in the classroom. Ohio State University in Columbus offers this specialized MS program of Clinical Nurse Leader in its facilities that spans over networks in Lima, Mansfield, Marion and Newark.
Their program focuses on preparing graduates to function as generalists and to provide and manage “comprehensive client care in acute care facilities. ” To apply, candidates must meet requirements of both the university Graduate School and College of Nursing; among these are a BBS, minimum of 3. 0 grade point average and competitive scores on the GREG at or near the 50 percentile n each area. This university has strength in numbers, serving 1 3,600 graduate students, and branding from their value and tradition. Because they are centralized, the population circumference encompasses a greater surrounding area of Ohio.
Another strength in their location is the fact that they have stations outside of the major city for those who cannot make it to main campus. Their program is online, but having resources closer to the end-user build better relationships and create brand value. Economic Growth As the country continues to see the effects of the recession, there are many actors of the economy that influence the market for Xavier University MS CNN program. The U. S continues to fall in macroeconomic stability, ranked eighty-seventh, and continues the fight to rebuild the nation.
The population unemployment rate is low and people are cutting costs wherever they can. Fortunately, education remains a high-value commodity for all and many people are continuing their education in lieu of finding a job. According to data released by the U. S Bureau of Labor Statistics, the number of private sector jobs increased by 64,000 led by an increase in healthcare by 24,000. For nurses, their job skill sets are in higher demand and rising, even though the unemployment rate has remained high (currently at 9. 4 percent but ranging upwards of 10 percent).
With this weak labor market, spending is expected to remain modest throughout the year, having potential hindrance on corporations projected growth and profits. As income falls in households, poverty rate increases and the market for education purposes beyond bachelor’s degrees are less appealing to the budget of lower income consumers. The median income for Ohio was $48,01 1, down 4. 7% from 2008 and in Kentucky, the median income was $40,074, down 3% from 2008. Because of the shortage of jobs and the current recession there has been a surge in college enrollments.
Although the market for higher education is a priority of our nation, government funding/state-funding has been cut leaving the financial burden on the end-user: the student. One challenge will be the necessity to include larger proportions of students from low-income families from underrepresented ethnic groups along with finding a means to provide during times of increased tuition. Part of the problem resides in the lack of funds available for this range of students. Those who want to continue education but without something to offset the cost will be difficult to attract as potential buyers.
