Marketing Strategy Plan

RMA Branding
2016 2017

Rachel Minicucci

Executive Summary:
The Ryerson Marketing Association (RMA) is a student run organization that is
dedicated to serving the interests of marketing majors and minors across campus
and beyond. Starting from the team orientation in May 2016 until new team hiring
in April of 2017, the RMA will make efforts to build and enhance the brand. This
includes improving event guest retention, increasing brand recognition across
campus and continuing to grow social media channels.
The target market for the RMA is all students interested in marketing: primarily
Ryerson students completing a marketing major or minor and secondarily,
Ryerson students outside of a marketing major or minor, and other GTA
university students.
In efforts to continuously improve the RMA brand, RMA members will wear
branded apparel, participate in branding initiatives, make a creative team intro
video, take team photos for consistent presentation of the website, and resume
consistent activity on social media. These efforts will meet the outlined objectives
and continue to make the RMA the best student group among in Ted Rogers
School of Management (TRSM).

Objectives:
1. Increase number of repeat event guests by 15%
2. Improve brand recognition across campus
3. Continue to grow social media by 10% per channel

Target Market:
All students interested in marketing!
Primary: Ryerson students completing marketing major and/or minor

Their priorities:
o These students have an interest in marketing
o Looking to get involved with like-minded individuals
o Looking for opportunities to network with industry professionals

Their Interests:
o These students have an interest in the field of marketing
o Making meaningful connections with industry professionals, student
peers and Ryerson faculty
o Working together with fellow passionate peers

Marketing Approach:
o On campus presence
o Consistent social media content posts
o Marketing Faculty Ambassadors

Secondary: Ryerson students outside of a marketing major/minor and other GTA

university students

Their priorities:
o These students have a desire to get involved within Ryerson
o Looking to get involved with like-minded individuals
o Looking for opportunities to network with industry professionals

Their interests:
o These students have an interest in the field of marketing
o Making meaningful connections with industry professionals, student
peers and Ryerson faculty
o Working together with fellow passionate peers

Marketing Approach:
o On campus presence
o Social media to gain reach outside of Ryerson
o Word of mouth from Ryerson students

Value Proposition:
What makes the RMA unique? The RMA is a course union thats goal is to
broaden the understanding of marketing among Ryerson students and beyond.
The RMA is the only marketing group on campus and assists the students in
social, professional and academic aspects. The RMA has a wide portfolio of
different events that meet the above needs.
The RMA hosts several case competitions to help students expand their
learning outside of the classroom. Students are able to practice their case

study analysis techniques and presentation skills, which create high

caliber students out of Ryersons business school.
Provides students with the opportunity to meet industry professionals in
several settings. These students are able to make meaningful connections
that could kick-start their career.
The RMA hosts several social events to allow students to network among
one another and interact with like-minded peers. The student networking
helps students get involved in the community of students at Ryerson.

Pricing Strategy:
The RMA does not have an annual membership fee and each event is priced
separately. This strategy has been in place in the past years and seems to work
well among the target market.
Benefits of this pricing strategy:
The RMA can develop a pricing strategy for each event specifically which
can help cover the event costs more effectively
Each event feels more exclusive as students are not guaranteed a
secured spot. Each event has a limited time for ticket sales or application
deadline.