Social Media Marketing for University Research Paper

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Touro NYScas Marketing PlanMission and Vision StatementTouro College's mission is to educate, to serve, to perpetuate and to enrich the historic Jewish tradition of tolerance and dignity. The vision of Touro College is to be“in the service of knowledge, compassion, and social justice” (Touro College, 2022). Touro’s mission can be compared to that of another college, Mercy College, whose mission statement focuses on being committed to providing motivated students the opportunity to transform their lives through higher education by offering liberal arts and professional programs in personalized and high quality learning environments, thus preparing students to embark on rewarding careers. Mercy’s vision statement, likewise, is to create a forward-looking picture of to answer where, when, what and how you want your personal life or your organization to be well into the future 3, 5, 10 even 20 years out. The point of comparing the two is to show that colleges are competing for students who want to transform themselves and their world for the better. The point of differentiation is how the colleges propose to provide that transformative experience and foundation.These colleges have almost similar descriptions to their undergraduate divisions such as they promise the learners to achieve knowledge which is capable of liberating the learners from poverty by having rewarding careers. Touro therefore encourages it's learners to utilize their precious time to realize the best out of themselves. In summary, the Touro Colleges mission is to educate, perpetuate and enrich the Jewish history of tolerance and dignity—and this specialized focus provides it with the differentiating factor that will make it more appealing to Jewish learners. However, Touro is not just for Jewish learners, as its various colleges, like NYSCAS, are open to all students and welcome diverse learners of all backgrounds.Target and PositioningThe target for Touro Colleges is to create an effective environment for teaching-learning by encouraging the learners and faculty to nurture their curiosity intellectually. Its core competencies include creative thinking and effective problem solving skills. It brands itself as a Jewish college that cares about Jewish principles, values, traditions, and strengths. However, it is not a college that is just for Jewish students, as it is open to all types of learners. It is positioned in the market well because it has access to a niche market that few other colleges have. However, it has the resources and infrastructure in place to provide a unique experience for this market as well as the wider and larger student market.Primary ResearchTouro (2022) states that it has a rich history in education and in the Jewish community overall: “Created as an independent institution that would support and strengthen the Jewish community, Touro has remained steadfast in its commitment to Jewish continuity and, more broadly, to humankind” (Touro College, 2022). The college also notes that its core values “are drawn from our Jewish heritage and the Jewish intellectual tradition, focusing simultaneously on individual development and the greater good” (Touro College, 2022).Additionally, the college lists a number of educational goals that learners ought to seek to achieve, such as: learning to communicate effectively in writing, communicate effectively orally; develop and apply mathematical reasoning to solve problems; learning to analyze and use critical thinking skills; obtaining computer literacy; obtaining knowledge of culture and history, research skills, and understanding of the scientific method (Educational Goals, 2022).

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Touro thus represents itself as a school that will facilitate the development and strengthening of all general learning goals. The New York School of Career and Applied Sciences (NYSCAS) is just one of the many different colleges in the Touro system.NYSCAS states that it serves “students of all backgrounds, offering them one-on-one guidance and support as we help them develop the real-world skills they need to succeed” (NYSCAS, 2022). The school aims to get students ready for whatever their future plans might be—whether that is getting a job in the field of their chosen…

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…place, price, and promotion. The product being offered is one of the various degrees that Touro provides; the price is more than reasonable, as Lord (2015) points out: “Undergraduate tuition is $6,650 per semester plus up to $300 in various fees per semester. Internal grants and scholarships are available, based on need and academic achievement.” The place is perfect—New York City in Queens. The promotion is the only thing that is lacking: NYSCAS of Touro does not have a great social marketing campaign, and it needs to enhance this area of its advertising by soliciting students to post user-generated content that will enhance the brand.Marketing ObjectiveAs Touro University is a private Jewish university system with headquarters in New York City and branches across the US, Germany, Israel and Russia, it is truly a university system that has global appeal among the Jewish population. Since its founding in 1971 by Bernard Lander, when it was named after Isaac and Judah Touro (a rabbi and Jewish businessman in the early days of America), the college system has grown substantially. Today, it tries to be a place of learning where all students can benefit from admission. Its NYSCAS school is especially focused on appealing to all students who are in need of a supportive college experience. Its marketing objective, therefore, should be to achieve more connectivity with users.The marketing goals can be reached by conducting a user-generated content campaign contest that will award a grant to the students that post the most compelling or convincing testimonials to the school’s address where the videos can be uploaded to the social media sites of the school. Other businesses have taken this route in the past, and it has resulted in great experiences. For instance, Tesla is known for having a zero-cost advertising model, relying solely upon word of mouth and social media marketing by its CEO. Touro and NYSCAS needs to demonstrate this level of engagement to make itself….....

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