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Marketing efforts are designed to raise visibility and reputation for New Mexico Highlands University, build interest in academic programs for prospective students, support fundraising, and align brand messaging across campus locations in Las Vegas, Albuquerque, Rio Rancho, Santa Fe, and 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programs to enhance students’ holistic well-being and success at all levels of study (including life-long learning ), through the delivery of High-Impact Practices such as research and creative opportunities, increased student engagement, and service learning.  \nHighlands University will achieve enhanced communication and efficiency. We commit to engaging in proactive communication at all levels to provide efficient and effective services. The institutional marketing plan is designed to increase New Mexico Highlands University’s visibility, strengthen the university’s reputation, build interest of our academic programs among prospective students, assist with fundraising efforts, and align communication efforts across the institution’s Las Vegas campus and centers in Albuquerque, Rio Rancho, Santa Fe, and Farmington. To support a consistent, unified brand centered on the Highlands Family while supporting academic and non-academic units, this plan outlines tactics and strategies to achieve that end.  \nThis plan is designed with the recognition of multiple, unique audiences:  \n• Prospective students,  \n• Parents/relatives of prospective students,  \n• Current students,  \n• Parents of current students,  \n• The institution’s geographic communities,  \n• Media and influencers,  \n• Faculty and staff,  \n• Donors,  \n• Employers, &  \n• Alumni  \nSituational Analysis  \n1. Competitive Analysis:  \n• For more than a century, New Mexico Highlands served asthe educational center for Northern New Mexico. As the nature of higher education has changed, the commitment toa personalized education, social mobility, and opportunity served as a constant foundation supporting a diverse  \ncommunity of learners. The quality of Highlands’ faculty has long been a strength for the university as evidenced by the consistent positive responses from alumni satisfaction surveys. Highlands has also earned Best Bang for the Buck recognition from Washington Monthly Magazine and the Brookings Institution noted Highlands is one of the top universities in its category for improving its students’social mobility. Students at Highlands’ Las Vegas campus enjoy unparalleled scenery rich with the state’s history as well as an engaging Arts@HU series that brings in national performing talent.  \n2. Quality of Faculty:  \n• Highlands features a 15:1 student-faculty ratio, unique for a public university.  \n• At Highlands, 89 percent of faculty members hold the highest possible degrees in their fields, which means students are taught by experts. Faculty also serve as mentors and/or advisors to both undergraduate and graduate students.  \n• Highlands is committed to hiring a diverse faculty that reflects our student demographics. Currently there are 94 tenured/tenure-track faculty at Highlands. Of these, 59 percent are white, 21 percent are Hispanic, 1 percent are American Indian, 2 percent are African American, 4 percent are Asian, 7 percent are non-resident alien, and 5 percent self-identify as two or more or unknown (Source 2016-2017 NMHU Factbook). Compared to the other New Mexico four-year Institutions, Highlands has the second-highest percentage of Hispanic faculty in the state, trailing only to Northern New Mexico College.  \n• On average, 35 faculty and staff teach a learning community course every year.  \n3. Academic Programs:  \n• Whether students are interested in pursuing graduate school, a professional career or conducting research, New Mexico Highlands University has strong professional programs in the schools of social work, education, and business administration and media arts, offering 39 bachelor’s programs, 18 master’s programs, seven associate programs, and 24 certificates. The College of Arts and Sciences fully prepares students for graduate sc","cbCaimFluxKHNKzI","https://ap.wps.com/l/cbCaimFluxKHNKzI","pdf",181188,"English","# Strategic Goals\n## High-Impact Practices and Student Success\n## Communication and Institutional Visibility\n# Situational Analysis\n## Competitive Analysis\n## Quality of Faculty\n## Academic Programs\n## University Identity - The Highlands Family","[{\"question\":\"What strategic goals does the marketing plan set for Highlands University?\",\"answer\":\"The plan targets academic excellence, academic integration, and student success, supported by systems and programs that enhance holistic well-being and engagement.\"},{\"question\":\"How does the plan describe its intended marketing outcomes?\",\"answer\":\"It aims to increase institutional visibility, strengthen reputation, build interest in academic programs, support fundraising, and align communications across multiple campus locations.\"},{\"question\":\"Who are the audiences addressed by the plan?\",\"answer\":\"The plan includes prospective students, parents/relatives, current students, parents of current students, geographic communities, media and influencers, faculty and staff, donors, employers, and alumni.\"}]","Institutional Marketing Plan 2018-2019 | PDF",1790229889]