Looma_HMI(executive)_content WxH

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2016.04
plan book_rough copy.indd 1 4/27/16 12:33 AM

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Situational Analysis4
Target 34
Primary Research
18
Insights 38
Table Of
Contents

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Big Idea
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Creative Executions 52
Budget
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Meet Our Team 106
Appendix 112

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SITUATIONAL
ANALYSIS

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Company
Mission
To engage in research, education, and
service activities for the healthcare
community that supports development,
translation, and dissemination of health
care strategies that improve population
health.
Vision
To be a national leader in health
management and informatics education,
research, and service.
Values
To create value through knowledge
about health organizational processes
using evidence-based decision
making to achieve the highest level of
population-based health. Achieve broad
cultural competence in order to work
effectively in collaborative and diverse
work and community environments.

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Finance
The driving factor in revenue and profits
for the HMI Department is the number
of applicants enrolled. The amount
of applicants in the HMI program
will directly determine the financial
performance of the department each
year and an increase in students will
increase the profits of the department.
Marketing
Most marketing methods in the past
have been ineffective.
Currently, there is a newsletter for
alumni and a LinkedIn page to create
awareness of the program. To promote
and market the programs, they have
used Google Ads, ads in nursing and
trade journals, and booths at health-
related conferences. Around 70 percent
of referrals are from current and former
HMI students.

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Competitive Advantages
The MHA program is ranked 12th in the
United States for physician executive
training.
The Executive program is less
expensive than other HMI executive
programs.
The MU HMI Department
Offers Two Degrees
Master of Health Administration:
Master of Health Administration Degree
is a nationally-ranked accredited
program. The Executive program offers
the quality and content of the traditional
program, delivered in a hybrid
on-campus/on-line format following
a cohort-based model designed for
experienced healthcare professionals.
They focus on ensuring students obtain
the necessary knowledge and skills to
be successful in the dynamic healthcare
market through the incorporation of
educational methods shown to be
successful with adult learners.
Executive Health Informatics program:
This program integrates technical,
clinical, and managerial competencies.
It is a health and biomedical informatics
education for experienced healthcare
professionals.

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Core Competencies
The core competencies of the HMI Department of the
University of Missouri include:
• Top 10 Most Affordable Informatics Programs in
the U.S. (National Center for Education Statistics
College Navigator)
• 100 percent of MHA graduates are employed within
three months of graduation
• 88 percent of MHA students complete the program
within two years
• 6th largest accredited MHA program in the U.S.
(Modern Healthcare, 2015)
• HMI's Executive MHA ranked 12th in U.S. for
physician executive training

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Category
Economic Trends:
Typically the price for an HMI program
is six figures, but the MU program is
only $35,000, on average it takes two
years to compele the program.
The value in continuing education has
increased.
Currently the HMI educational field is
growing. Businesses are seeing the
value in investing in educating their
employees. Individuals are seeing the
benefits of pursuing degrees as well
as certificates while in their careers.
Since 2011, there has been an increase
in the amount of employers sending
employees to further their education.
MU’s Master of Health
Administration program has been
accredited for a while and the Health
Informatics Master’s Degree is
soon-to-be accredited.

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Consumer
Prospects: Alumni are the number one
source of recruitment for the program.
Most students enrolled in the program
have a direct or indirect relation to MU.
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The current consumers are professionals
who have already obtained an undergraduate
degree and have been in their professional
careers for a minumum of three years. They
are variety-seeking consumers. Specifically
for the MU HMI programs, executive students
are more profitable. For every executive
student enrolled, the HMI department
receives $18,000. Any professional from
any career is eligible for the MHA Executive
program. The more adults who are enrolled in
the program, the more profitable the program
is.

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Competition
The main competitor for the Health
Management and Informatics
Department, specifically the MHA
Executive program, is St. Louis
University. SLU offers the same degree
and a majority of the coursework is
online aside from the one Saturday
a month of in-person, on-campus
training.
A second direct competitor of the
MU MHA program is the University of
Alabama at Birmingham.
Due to their locations in the Midwestern
region and similar scope of academic
regime, University of Kansas, University
of Arkansas, University of Iowa, and
Ohio State University are indirect
competitors. However, the top ranked
universities for Health Administration
are the University of Michigan,
University of Alabama and the
University of Minnesota. These schools
are the most respected in the nation.
All other schools strive to emulate their
success.

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The University of Missouri Health
Management and Informatics
Department offers graduate certificates:
a Masters of Health Administration
degree and a Health Informatics degree.
For the executive program, most of the
degree is completed online with monthly
on-campus classes. These on-campus
classes give students the opportunity
to network, meet fellow students, and
meet face-to-face with professors as
well as business professionals. The
executive program is ranked 12th in the
United States for physician executive
training and 100 percent of graduates
have been employed within three
months of graduating from the program.
Depending on the degree desired, the
programs cost around $35,000, the
average time to complete the program
is two years. Financial aid is available,
however, grants and scholarships are
not through the University of Missouri.
Funds from the HMI department are
split between the Residential and the
Executive programs, which leads to a
limited amount of staff and resources
available to grow the programs.
There is an opportunity for the HMI
department to earn more funds; with
every new executive applicant, the
program receives $18,000 in funding.
The MHA program has been accredited
for nearly 40 years and the HI program
is on the track to accreditation. The
executive program is currently lacking
in applicants due to external factors
such as family and career obligations.
Competing Universities in the HMI
department include the University of
Alabama - Birmingham, University
of Illinois - Chicago and St. Louis
University.

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St. Louis University EHMA:
The Executive program offers a two-
year, year-round curriculum that is
flexible to any schedule. One Saturday
each month, students have on-campus
lectures from 8 a.m. to 5 p.m. This two-
year program costs around $40,000.
Each class consists of 20-25 executive
participants who are qualified and have
completed at least three years in a
career. SLU is ranked #7 in Health Care
management by US News Reviews
and Rankings. SLU is selling a flexible,
well-known, and well-priced upper level
degree. The program can be completed
while maintaining a full-time careeer.

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U n i v e r s i t y o f A l a b a m a -
Birmingham MSHA:
UAB offers a blended program with
mainly online classes and eight days of
on-campus lectures per semester. The
eight days are beneficial in that students
have the opportunity to meet the other
members of the executive program.
Former students have said they were
able to work with CEOs, CFOs and
a variety of working professionals
from all levels of the corporate ladder.
This program has more face-to-face
interactions and on-campus learning
than the other programs mentioned.
This may be a contributing factor as
to why UAB is ranked #5 by US News
Ranking for best MSHA programs. UAB
publishes that their total cost is about
$30,000, which is a very competitive
price. They admit 30-35 people into
their program for each class.
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Strengths Weaknesses
S.W.O.T
• Majority of degree is completed online
• Lower costs: Around $35,000 depending on
degree
• 100 percent of MHA graduates employed
within three months of graduating, most
receive promotions and a pay raise
• Small class sizes and quality staff
• Many networking opportunities
• Executive MHA program is ranked 12th in
the United States for physician executive
training
• Financial aid available
• No GRE is required for application process
• Limited staff
• Funds split between executive and
residential programs
• HI program isn’t accredited yet
• Lacking in executive applicants
• Executives have to travel monthly for in-
class participation
• Executives don’t receive scholarships from
MU
• MHA program works exclusively in Windows
environment (Macs aren’t acceptable- only
PC)
• Most executive applicants are married with
children

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Opportunities Threats
• Department receives $18,000 for every
executive student enrolled
• Travel budgets are increased for executives
that have to pay for gas/accommodations
• There are external scholarship opportunities
• Potential reimbursement from employers
based on GPA
• People are more willing to further their
education if the course is majority online
• MHA students can take the "Lean Six
Sigma Green Belt" test
• Competing universities include University of
Alabama at Birmingham, St.Louis Univeristy
and University of Illinois at Chicago
• Target market has external commitments
(families, careers)
• Low enrollment this January, possibly due
to the recent events on the MU campus.

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PRIMARY
RESEARCH

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Method
In order to better understand our target
audience, we conducted a survey
with potential students for the MU
HMI degree programs as well as in-
depth interviews with alumni who have
completed the programs.

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Survey
The Demographics
We surveyed 34 people in Missouri to learn more about
our target audience.
Annual
Salary
Age

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Education
Professional Field
32% of respondents have completed a
Bachelor’s Degree.
29% of the respondents have
completed some college, but do not
have a degree.
21% of the respondents have acquired
a Master’s Degree.
6% have an Associate’s Degree.
6% have a High School Degree or the
equivalent GED.
3% of respondents have a Professional
Degree (JD, MD).

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Key Takeaways
Information necessary for us to better
understand how to reach our target
audience includes asking the question,
‘How likely are you to further your
education?’ From the survey we learned
that 84 percent of respondents were
'moderately likely' to 'highly likely' to go
back to school to further their education.
In order to find which aspects
of the MU HMI programs we
need to promote and focus
on, respondents were asked to
rank what qualities are most
important to them when
choosing a college to attend.
The results were as follows:
1. Price
2. Academic quality
3. Location
4. Networking opportunities
5. Opinions of current/past students
6. Employer recommendation
7. Other

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An attribute of the MU HMI program that is important to the
potential students is the online portion of the program. When
asked how likely they would be to further their education if
the majority of the courses were online with monthly Saturday
classes on campus, 70 percent of the respondents answered
that they would be ‘somewhat likely’ to ‘extremely likely’.
88 percent of the respondents would be more likely to further
their education if their boss encouraged them to do so.

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We asked the participants which of the following
factors would prevent them from furthering their
education:
‘not enough funds’
‘not enough time’
‘Location and transportation
issues’
‘comfortable with where they are’
‘lack of incentive from their
employers’
‘lack of information about higher
education programs in their field’
76
percent
59
percent
21
percent
18
percent
12
percent
12
percent

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The average amount of time the respondents
were willing to travel to an educational institution for
monthly courses was one hour and twenty minutes. The
maximum amount of time they would be willing to drive
would be three hours and 10 minutes.
A lack of knowledge about opportunities to further
education via their employers is also a factor to
consider; 56 percent of respondents did not know if
their employers offer financial aid or promotions to
employees who further their education.
Average: 1 hour, 20 minutes
Maximum: 3 hours, 10 minutes
or

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Interview
To further understand our target
audience, we conducted nine
in-depth interviews with alumni of the
MU HMI programs.
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Key Takeaways
Sixty-seven percent of the interviewees
learned about the program through a
colleague who was an alumni.
Upon completion of the program, 77
percent of interviewed alumni received
a promotion and 88 percent received a
salary increase.
When asked if they considered other
schools, 23 percent had looked into
the program at St. Louis University.
Meanwhile, 67 percent answered that
they only considered University of
Missouri.
All of the alumni said they would refer
others to the programs.

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learned about the
programs through a
colleague who is an
alumni
2 of 9 interviewees
looked into the
programs at St. Louis
University
6 of 9 interviewees
only considered the
University of Missouri
6 of 9 interviewees

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77%
received a promotion
after the program
67%
received a salary
increase after
completing the
program
100%
w o u l d re f e r t h e
program to others

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Many of the alumni interviewed
mentioned that the networking
opportunities were very beneficial.
The alumni said that the lessons they
learned and the relationships they made
during the program benefited them in
their careers.
The greatest benefit of completing the
program was the increase in salaries
and the promotions they earned.
• Convenience of location
• Tuition costs
• On-campus classes and
networking once a month on
weekends
• The GRE is not a requirement to
be admitted to the program
• Many already had a relationship
to MU or knew someone affiliated
with the program
Insights
The information garnered from the
interviews has shown us that the most
attractive qualities of the MU HMI
programs are:
• Recommendations from former
students were also a main point
of attraction

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TARGET

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Target Profile
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Who are we advertising to?
Professionals
in
Pursuit
Men and women
ages 30 to 60
Hardworking professionals
who would like to either go
further in their current careers
or change professionsAcquired a Bachelor’s Degree
and are established in their
careers
Willing to invest
t h e i r t i m e a n d
finances into their
education
People who can handle and
balance the combination of
stress from work, families,
and school well so they can
successfully complete a two
year degree

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INSIGHTS

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We have chosen to name our target
market the 'Professionals in Pursuit'.
They are business professionals seeking
higher education, a career change,
a promotion or a salary increase. No
matter what their individual goal is, the
HMI programs can meet their needs
and help them reach their full potential.
The MU HMI program is the next
step for the 'Professionals in Pursuit'.
Professionals in Pursuit
However, based on our research, we
have found that our target market has
a limited knowledge about the program
and its benefits. With our campaign
we hope to entice professionals to
look further into, and enroll in, the HMI
programs in order to help them achieve
their personal and professional goals.
Along with increasing awareness, we
plan to inspire the 'Professionals in
Pursuit' to take the initiative and further
their education.

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Insights
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I wake up everyday at 6:00 a.m. to get my kids ready for
school. Before heading off to work, I pack lunches, pack
backpacks, and pack everyone into the car. By 7:30 a.m.,
I’m at my desk, answering emails and attending meetings.
I love the role I currently have in my career, but I know
I’m capable of more. That’s why at 5:00 p.m., when the
workday ends, my school day begins. Balancing my family,
my career and my schoolwork isn’t easy, but it will be
worth it when I have my diploma and a promotion in hand,
knowing that I’ve made my family, and most importantly
myself, proud.
What do we know about the target audience?

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Creative Brief
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Creative Brief
Why are we advertising?
To inspire 'Professionals in Pursuit' to further their
education through the MU HMI programs with the goal of
an increase in applicants.
Support
• Of the nine HMI alumni who we interviewed, ALL had
advanced in their career.
• Through our interview process, we came to understand
that our target market is made-up of individuals who
are already driven. Once we create awareness, these
people will be motivated to look further into the program
themselves, which is why we have decided upon our
current strategy.
Takeaway
The MU HMI programs are the next step for this category
of individuals. They just don’t realize it yet.
Tone
Intelligent – The image should evoke professionalism and
it should inspire driven professionals to look more into the
HMI program.
Mandatories
MU HMI logo
MU HMI website
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BIG IDEA

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Big Idea
It’s time to think about You. Your
children, spouse, parents, career,
clients, community and volunteering
has always come first. Focus on
yourself and achieve your own
goals. Whether that be a promotion,
pay raise or earning a Master’s
Degree; it’s time to go back to
school. It’s time to think about You.
It’s time to think about You.
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Rationale
The 'Professionals in Pursuit' lead
a lifestyle full of responsibilities and
obligations. They are busy individuals
with hectic schedules. They are so busy
taking care of everyone else that they
hardly ever take time for themselves.
We hope to inspire them to take a step
back and realize that now is the time
for them to achieve their own personal
goals. We will create awareness of the
opportunities the HMI program presents
and then encourage and inspire them to
apply.
We realize that pursuing a Master’s
Degree isn’t a small task especially
since a majority of executive applicants
have families and a well-established
career. With multiple responsibilities
weighing them down, we want to reach
them in a way that resonates beyond
doing things for other people. We
want to remind them that they have
the opportunity, and responsibility, to
do something bigger for themselves.
While making the decision to go back
to school involves the entire family, it
is fueled by the individual's desire to
pursue higher education. This Big Idea
is meant to inspire the self-starters
in our target audience in order to
give them a foundation for furthering
themselves through higher education.

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CREATIVE
EXECUTIONS

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Objective
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The goal of our media plan and tactics is to create awareness and pique an
interest in the MU Executive HMI programs in potential applicants. We aspire to
reach both health professionals looking to further their career and professionals in
different fields who are interested in expanding their horizons into the health field.
Media Objective Statement

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Tactics
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HMI Website
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Unpaid Interns
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Coffee Mugs
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NewsletterNetworking Events
Social Media
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1. Networking Events
We recommend hosting four networking
events for both potential applicants and
alumni. These events will give potential
stuents the opportunity to learn more
about the programs, as well as see the
benefits of completing the programs.
Alumni are given the chance to discuss
their experiences, answer questions
the prospective students may have,
and mingle with other healthcare
professionals. The events would be
held during the month of October and
would include time to network out, a
keynote speaker, and testimonials from
alumni. Invitations will be sent out via
mail, email and the event will be posted
on Facebook. We expect around 100
guests.
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Saint Louis
Kansas City
Jefferson City
Columbia
America’s Center
The Sawyer Room
Michigan Place
Banquet Center
Stotler Lounge in
Memorial Union
October 6th
October 13th
October 20th
October 27th
Tim Durkin
Sarah Fontenot
Betsy Nicoletti
Daniel Bennett
Location Dates Venues Speakers
Networking Events Plan

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Tim Durkin is a leadership management expert who
has over 20 years of experience in teaching clinical
and non-clinical staff how to be better leaders and
managers for both their employees and patients.
Tim Durkin
Sarah is an attorney, nurse and a professional
speaker. She aims to help consumers better
understand healthcare, the changes being made to
healthcare, and how it will affect them.
Sarah Fontenot
Daniel Bennet is an interventional spine and pain
medicine physician. He is the founder of the Board
of Directors of the National Pain Foundation and
has served on the Board of Directors for the North
American Neuromodulation Society. He lectures on
pain medicine both nationally and internationally.
Daniel Bennett
Betsy Nicoletti is an author of numerous healthcare
books; founder of Codapedai.com, which is a site
devoted to physician reimbursement; and a
developer of The Accurate Coding System, which is
meant to help doctors get paid for the work they
do.
Betsy Nicoletti
Speakers' Biographies

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front
Invitation to the
Networking
Events

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back
6:45-7:15 Check-in
Until 7:30 Mingle
7:30-8 Networking activity
8-8:30 Key Note speaker
8:30-9 Alumni experiences
Hors d'oeuvre and drinks
available all night

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2. HMI Website
Another way to enhance user
experience and earn a viewer’s time
is to better the user experience on the
MU HMI website. While focusing on
outbound marketing (push) through
public relations and advertisements
is a significant part of marketing,
inbound marketing (pull) is where
most of convincing the consumer
actually takes place. Inbound
marketing pays particular attention
to the digital world and potential
consumers who are on the search for
a product, so the people who land
on your website are quality visitors.
HMI can market effectively using
the website and social media. The
current website is well-established,
and therefore already has a boost
in the SEO world. While the use of
content marketing is adequate, it
could be even better. In addition,
there are a few occurrences of rich
media and using effective linking,
but it’s important to keep the site
updated and to always be thinking
about improvements.
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2.1 Rich Media
Currently, the MU HMI department has
included rich media on their website in
the form of interactive Google maps,
but we suggest adding more rich media
like versatile interactive graphs and
using them on several web pages.
Doing so will, in theory, decrease the
bounce rate. In other words, it will
keep a viewer on the webpage longer
because they are creatively interacting
with the content. An easy-to-use
website that HMI could utilize to create
these interactive graphs that we could
recommend is called 'Infogr.am'.

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Example of Infogr.am

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2.2 Content Marketing
An important aspect of inbound
marketing is making sure your website
has quality content that is useful for
the user. For HMI, this means providing
informative articles and blogs about
the health field as well as relevant links
for professionals seeking to further
their education. Currently, the webpage
has articles linked to the HMI website.
We suggest continuing this method,
but actively updating the content.
Therefore, return visitors who are
thinking about furthering their education
will keep interest in the website due
to its relevance. Another way to better
utilize content marketing is through
actively blogging about HMI and the
health field, which is something HMI
should consider for future marketing
implementations. The continuance of
effective content marketing will also
affect search engines’ ranking of the
website because updated websites
are ranked higher. Effective content
marketing will not only create a website
that is interesting to the visitor, but
it can turn those visitors into future
students.

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Current
website
page

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Website in
development

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Creating effective meta tags and a
meta description for the website and
social media sites will also play a role
in bettering the website’s ranking in
search engines. This will earn the
HMI website a better, more accurate
placement on Google search.
By adding these keyword meta tags
and descriptions, Google will be able to
more effectively crawl the site and find
the most highly searched words and
phrases. Google will also use this as the
description on Google search, which
is what appears under the website
domain name.
2.3 Effective Meta Description

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Building quality backlinks is also an
important factor in increasing SEO,
so a continuance of doing so will be
beneficial for the HMI website. In
addition, social media sites should
be linked to the HMI website, and
vice versa, in order to have integrated
marketing communication and increase
traffic to other owned websites.
2.4 Build Backlinks
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In addition to creating a better user experience on the
desktop website, there are improvements to be made on
the mobile website.
Last year, Google revealed that mobile searches have
surpassed desktop searches. This means that there
should be an equal, or even greater, emphasis on the
mobile user experience.
2.5 Mobile Site Improvements

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There are some simple ways to help viewers have a
user-friendly experience on an easily navigated site. By
compressing image sizes, for example, the loading time
decreases, which is a component that Google analyzes
when ranking sites. User experience on the mobile
site will also improve if the font is made more legible
and the tap sizes are increased, so zooming in is not
necessary. This will increase SEO for mobile searches
and encourage users to share/revisit the website.
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Finally, we recommend that analytical
software, like Google Analytics,
be utilized in order to measure the
effectiveness of these updates.
Another form of earned media in the
digital landscape is SEO in relation to
social media pages. Similar to Google,
Facebook also has an algorithm that
ranks the posts in the Facebook news
feed.
In order to make an effective post, the
HMI Facebook handler should create
posts that are in a high-ranking format.
The length of the post is important.
The number of characters before the
“see more” line needs to be taken into
consideration so users aren’t required
to do an extra click. It’s also important
to keep in mind that desktop and
mobile Facebook sites differ in these
character count limits.
2.6 SEO

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DO
• Images or videos
• Embeded content to
Facebook
• Create backlink wisely
DON'T
• Just link to an image
on the HMI website
• Use words like “share”,
"like”, and “click”
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Another aspect to consider is the
visuals included in your social media
posts.
Posts with an image or video are more
user friendly and therefore ranked well.
It maybe beneficial to upload a jpeg
that is only words as the visual if there
is no image.
While it is sometimes beneficial to have
your post link to another form of owned
media, Facebook likes posts that are
uniquely embedded on the Facebook
page. So, uploading an image directly
to the Facebook page instead of simply
linking to an image on the HMI website
will increase SEO on the Facebook
news feed. Keep in mind that Facebook
wants its users to stay on the Facebook
page, not be directed to another site.
However, this doesn’t mean that your
Facebook page shouldn’t link to your
other owned media at all. Doing so will
create another high-quality backlink to
your website and guide Facebook users
to more information.
Facebook also decreases rank for
posts that sound like spam. For
example, words like “share”, “like”, and
“click” have lower rankings. In order
to continue to be updated on earning
a high ranking on social media sites,
we recommend frequently checking
socialnewsdesk.com.

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3. Social Media
The Facebook page and the LinkedIn
profile can both be utilized to grab
the attention of potential students
and inspire them to look further into
the HMI Program. We recommend
that interesting and relevant content
is posted and that more time is spent
crafting enticing posts rather than
a lot of posts. It is better to remain
interesting but to not overwhelm the
customer with too many posts. We
have created social media ads to
post on the Facebook page in order
to inspire potential applicants to take
the next step and go back to school.
These ads can be shared and liked
by alumni, potential students, as well
as the staff and faculty of the HMI
department.

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Example of
Facebook
content

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Example of
LinkedIn
content

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3.1 Paid Promotion On Facebook
Paid promotions on Facebook is
another tactic that we recommend
for HMI department use. More than
1.59 billion people use Facebook to
connect with people and brands, and
64% of them use the social media
site daily. Basically, it’s a tool that
brands should be utilizing, and paid
advertisements are a way to do so.
The HMI department can choose the
target audience for these ads based
on their target demographic. As far as
budgeting for these promotions, the
budget can be set up to suite the HMI
department. We suggest setting up a
social media advertisement campaign
with the lifetime of individuals ads
varying on the relevance of the ad
graphic, etc. lasting for the six months
leading up to January’s start-time with
a budget of $1200.

85
HMI can set a certain daily budget in
addition to the lifetime budget, which
will guide how Facebook places ads.
The speed at which your budget is met
depends on the audience size of your
target market that the ad is reaching,
your schedule, click rates, and your bid
to reach your audience. Facebook has
policies regarding these advertisements
as far as text count, etc. in a graphic,
which can be found at facebook.com/
business. During the advertisement
campaign, you can use Facebook’s ad
reporting tools to evaluate how effective
the ads you placed are, and react
accordingly. This tactic is ideal because,
once the logistics are taken care of, the
maintenance of doing an advertisement
campaign on Facebook is relatively low,
but it can have a measurable impact for
HMI’s marketing.
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3.2 Paid Promotion On LinkedIn
LinkedIn has 414 million users and is
an important site to utilize when trying
to reach professionals. The HMI profile
needs to be updated appropriately to
reach your target market. This involves
linking relevant articles and commenting
on posts that are heathfield-related. In
addition, HMI should be promoting the
HMI Facebook page through LinkedIn
because 87 percent of LinkedIn users
have a Facebook account and could
potentially go “like” the Facebook
page. There are currently 609 members
of the HMI Department’s LinkedIn
group, and each of those people could
be the driving force behind your next
potential applicant. A few of those 609
people who see you on their LinkedIn
homepage might have HMI on the top-
of-mind awareness and mention the
school in the workplace, where many
potential executive applicants might be.
It’s important to keep the MU HMI
brand at the top of your member’s mind
because, as research has shown, the
majority of HMI applicants are referred
to the program by individuals who have
a relation to MU.

87
3.3 Interaction
It is also important to follow all of
the University of Missouri’s medical
accounts on social media, as well as
competitor’s accounts. Interacting with
other accounts through the University
increases awareness for the HMI
department and can capture a broader
audience that might not have been
possible without the connection to
other departments on social media.
This also gives the opportunity for the
content posted by the HMI accounts to
be shared through other health-related
departments.
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3.4 Social Media Advertisements
We have created social media
advertisements to post on the
Facebook page in order to inspire
potential applicants to take the next
step and go back to school. These
advertisements can be shared and
'liked' by alumni and potential students,
as well as by the staff and faculty of the
HMI Department.

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4. Newsletter
We recommend that making some
small changes to the newsletter will
lead to a larger readership. More
captivating content such as statistics,
infographics, photos, health-related
news, and interviews with current
and past alumni will create a more
interesting and relevant newsletter.
The newsletter can also be posted on
the Facebook page and on the HMI
website in order to gain more readers
and create more interaction with
potential students.
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5. Unpaid Interns
In order for our suggested tactics
to be successful they need to be
consistently monitored and managed.
We recognize that the HMI staff have
a lot on their minds, and it is difficult
to pull full-time employees away from
their current responsibilities. To solve
this problem we recommend that the
HMI department consider hiring an
unpaid intern. This person could not
only handle your SEO and social media
posts, but they could begin blogging
to reinforce your content marketing
techniques and bring more value to your
owned media. Our research has shown
us that a lot of effective marketing
isn’t done solely through expensive
events, but through a constant pull-
method that has to do with your
digital media. Therefore, creating an
internship program so someone can
focus on doing website and social
media updates is valuable because that
is where your target market prevalent.
In addition, part of the intern’s
responsibilities could be a high-quality
backlink campaign, where the student
could write articles and then promote
the article to organizations who would
value the information and share it,
which would further build awareness of
the HMI department.Students are eager
to gain experience and this is a great
opportunity to help improve the current
state of the HMI marketing plan without
putting further stress or responsibilities
onto the staff.

9595
6. Coffee Mugs
Creating coffee mugs with the HMI logo
on them and sending them to alumni is a
great way to market the department. Not
only does it increase the amount of people
who are exposed to the logo, but also it
can help to spark conversations about the
programs and experiences the alumni had. It
is a simple tool that involves very little effort
on behalf of the HMI department. The idea
can also be spread to items such as pens or
waterbottles.

96
Tactics Timelime
Facebook Promotions
Networking Events
Newsletter
Website
LinkedIn
Conferences
Facebook LinkedIn Website
Minimum
Maximum
3x per week 2x per week 1x per month
10x per week 4x per week 5x per month

97
April May June July Aug Sep Oct Nov Dec Jan Feb March
Tactics Calendar

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99
BUDGET

100
Networking Events
Search Engine Optimization
Facebook Promotions
Attending Conferences
Total
$5,000
Unpaid Interns

101
Networking Events
$2,000 ($2,000 for one event)
This includes the cost of venues, food and drinks
for 100 people, and keynote speakers.
$1,250 ($250 per month for five months)
Facebook Promotions
$1,200
($200 per month, will reach over 7,000 people)
$200 (Four conferences, $50 each)
This includes entry fees and travel fees.
Small Budget Break Down
$0
Unpaid Interns

102
Networking Events
Facebook Promotions
Unpaid Interns
Total
$10,000

103
Networking Events
$8,000 ($2,000 per event, four events)
Facebook Promotions
$1,200
Medium Budget Break Down
$0
Unpaid Interns

104
Networking Events
Facebook Promotions
Coffee Mugs
Unpaid Interns
Total
$15,000

105
$2,800 ($14 per mug x 200 alumni)
Coffee Mugs
Networking Events
$10,000 ($2,000 per event, five events)
Facebook Promotions
$1,200
Big Budget Break Down
$0
Unpaid Interns

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107
MEET
OUR TEAM

108
Meet Looma
Natalie DePasquale
Account Executive
Kaylin Cooper
Researcher
Natalie is from Chicago, IL. This past summer she
interned in retail. She is a member of Delta Delta Delta
sorority and last year ran her first half-marathon! She
recently accepted a full time job for Macys in the
Executive Development Program.
Kaylin is originally from Kansas City, MO. In 2011, she
interned with The Clinton County Leader and became
a freelance writer for them the following year. She has
worked various seasonal positions around the country, in
states including Colorado and Michigan and also studied
abroad in Copenhagen, Denmark. She enjoys abstract
painting and walking her dog, Chico.

109
Caroline Daiker
Public Relations Specialist
Alyssa Sturgis
Media Planner
Caroline is from St. Louis, MO. After graduation, she
plans to return to St. Louis to attend law school at SLU.
Over the past summer and winter breaks, she worked
with World Wide Technology as a marketing and sales
intern. She currently serves as the treasurer of Phi Alpha
Delta Pre-Law Fraternity and is a member of Sigma
Kappa sorority.
Alyssa is a Houston, TX native. She is currently the
Marketing Manager of the University of Missouri MSA/
GPC Box Office. Last semester she worked on a
campaign team to create a media plan and strategy for
Calhoun’s. Alyssa currently has eight living grandparents
all under the age of 80!

110
Wei (Vicky) Guo
Designer
Jordyn Sammis
Copywriter
Vicky is a designer from Guangzhou, China. She
has interned as a news producer for Guangzhou
Broadcasting Network and as a magazine editor for the
Correspondence of Student’s Affairs in China. Vicky likes
to eat ice cream… but only in the winter!
Jordyn was born and raised in Prior Lake, MN. During
the summer of 2015 she interned at McCann-Erickson
Prague where she was part of a team to create a
branding campaign for Chio Chips by Intersnack. She
is currently the social media strategist and president
of Little Sisters of the Pearls and Rubies, a service
organization at Mizzou.

111
Duwon Yoh
Social Media Specialist
Duwon came to Mizzou from Seoul, South Korea. Along
with interning with the marketing team at Dong-il Corp’s,
he has interned at the Economic Review, a weekly
magazine in South Korea. Duwon likes to watch english
football in his spare time!

112

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APPENDIX

114
Primary Research
Survey Questions
1. Which of the following best fits your career field?
• Education
• Arts/Entertainment
• Architecture, Planning, or Environmental Design
• International
• Engineering or Computer Science
• Law or Public Safety
• Business
• Environment
• Communications or Hospitality
• Nonprofit
• Health or Medicine
• Biological or Physical Sciences
2. Did you know that 20 cents of every US dollar is spent
on the health field?
• Definitely yes
• Probably yes
• Might or might not
• Probably not
• Definitely not
3. On a scale of 1-10, how likely would you be to go
back to school?
4. Please check any of the following sources you would
refer to when searching to further your education?
• Coworkers
• Online
• Friends/Family
• Past educational institution
• Social Media
• Other (Please Specify)
• None of the above
5. Please indicate the source you would find most
valuable (from previous question)?

115
6. Which of the following programs have you heard of
within the health field?
• SLU EMHA (St. Louis University Executive Master of
Health Administration)
• MU HMI (University of Missouri Health Management
and Informatics)
• UAB MSHA (University of Alabama at Birmingham
Master of Science in Health Administration)
• KU HMI (University of Kansas Health Management
and Informatics)
7. Please rank the following in order from what you view
as the most qualified (1) program to the least qualified (5).
Drag to place in order.
• SLU EMHA (St. Louis University Executive Master of
Health Administration)
• MU HMI (University of Missouri Health Management
and Informatics)
• UAB MSHA (University of Alabama at Birmingham
Master of Science in Health Administration)
• KU HMI (University of Kansas Health Management
and Informatics)
8. How have you heard about these colleges?
9. Please rank the following of what is most important
(1 being most) to you in selecting a particular college to
attend (drag to place in order).
• Location
• Academic Quality
• Networking Opportunities
• Price/Financial Aid Available
• Opinions of current/past students
• Employer recommendation
• Other (please indicate)
10. Which of the following social media platforms do you
use?
• Facebook
• LinkedIn
• Twitter
• Other

116
11. How much time, on average, do you spend on
Facebook in a week?
LinkedIn in a week?
Twitter in a week?
14. How likely would you be to further your education if
you knew it would increase your pay grade?
your boss encouraged you to do so?
the courses were majority online with monthly Saturday
classes?
your peers at work had done so successfully?
18. Do you know if your employer offers financial aid or
promotions for furthering your education?
19. What would keep you from furthering your
education?
• I’m comfortable where I am
• Lack of information about higher education programs
in my field
• Not enough time
• Lack of incentives from employer
• Not enough funds
• Location/transportation issues
20. How much time would you spend traveling to an
educational institution to receive an accredited degree?
21. What is your gender?
• Male
• Female

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22. How old are you?
• Under 30
• 30-35
• 36-40
• 41-45
• 46-50
• 50 or over
23. What is the highest level of education you have
completed?
• Less than high school
• High school/ GED
• Some college
• 2-year College Degree
• 4- year College Degree
• Masters Degree
• Doctoral Degree
• Professional Degree (JD, MD)
24. What is your annual salary in U.S. dollars?
• $0-$25,000
• $25,001-$50,000
• $50,001-$75,000
• $75,001-$100,000
• $100,001-$125,000
• $125,001-$150,000
• $150,001-$175,000
• $175,001-$200,00
• $200,001 +

118
Interview Questions
1. How was your experience throughout the course?
Anything you really liked about it? Things that need
improvement?
2. How did you originally hear about MU’s HMI program?
(Social media, a co-worker/your company, MU Health
website)
3. Did you look at other schools when deciding to get
your HMI degree? If so, which ones and why did you
decide upon MU?
4. How has earning this degree affected you positively?
(Income level, career, etc.)
5. What demographic did you fit into when you enrolled?
(Age, family type, income level)
6. Why did you choose MU’s HMI program? What
attracted you to the program?
7. Would you refer others to this program? Why?

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