Marketing Plan for the Foundation Scholarship Program

Author

Marissa Chupp, Western Michigan UniversityFollow

Date of Defense

4-19-2019

Date of Graduation

12-2019

Department

Marketing

First Advisor

Ann Veeck

Second Advisor

Mark Delorey

Keywords

Foundation Scholarship, Western Michigan University, Marketing Plan

Abstract

The Foundation Scholarship is a full-tuition scholarship for incoming freshman who meet the scholarship’s criteria at Western Michigan University (WMU). Along with the scholarship funds, the Foundation Scholar program aids students by providing a solid community of peers and mentors. Since the program’s debut in 2015, there has been no marketing plan set in place. This thesis is devoted to the creation of a marketing plan that can be used as a guideline to promote the Foundation Scholarship. The goal of this marketing plan is to persuade donors to give to the program and incoming WMU students to apply for the scholarship. The plan will include a situational analysis, suggestions based on other universities’ scholarship promotions, and objectives. There will also be four video testimonials from current Foundation Scholars speaking of their experience and benefits of the program that can be utilized for future marketing purposes.

Recommended Citation

Chupp, Marissa, "Marketing Plan for the Foundation Scholarship Program" (2019). Honors Theses. 3198.
https://scholarworks.wmich.edu/honors_theses/3198

Access Setting

Honors Thesis-Open Access