Background
Faced with a shrinking student population (and revenue) due to general lack of awareness and competition from other graduate institutions, universities and therapy centers, Phillips Graduate Institute (PGI), one of the oldest free-standing graduate schools in psychology in the country, developed new programs to differentiate itself that it needed to market. The Masters in Leadership and Human Resources was one of those programs.

Target Audiences
College graduates seeking a master’s degree in this field; and corporations seeking professional development opportunities for its employees.

Objective
To develop and implement a marketing plan to bring students into the new degree program by fall 2006.

Implementation
Prepared a comprehensive marketing plan for PGI, and implemented this plan, which included direct mail, brochures, and radio advertisements.

Results
To be determined.

Principal Involved: Toyomi Igus Simon with associate Yolanda Davis, The WestWork Group