NACOGDOCHES, TX (KTRE) - It's true that the essential efforts for a successful university include marketing and fundraising.
Stephen F. Austin State University Regents moved forward in both areas Tuesday following a three-day board and committee meeting. Each campaign will target separate generations.
SFA's Regents have their smart phones, but they don't match Generation Z, the teens marketing consultants are scrambling to recruit for universities.
"These are students who have always had access to the internet," said a Richards/Carlberg spokesperson. "They have grown up zooming, swiping, pinching their phones and really spending time with their nose in that smart phone."
Consequently, marketing consultants will continue to focus on the digital world. Traditional advertising, such as television, will grab parents' attention.
The marketing budget has been reduced by $184,000. There will be fewer billboards and banners in airports next year, but website videos will remain.
Baby boomers and those older usually have the deeper pockets.
Today regents authorized to move forward on a $100-million campaign for SFA's 100th anniversary year in 2023.
"It takes everybody and the commitment of everyone to make it happen," said Michelle Buchanan, a principal with Dini Spheris. "The number, it doesn't matter if that number is $200million because the reality is, if you all decide to take on $100 million, we're working like we need $300 million."
University leaders will make it a comprehensive fund campaign. Every donated dollar, which is typically six to ten million dollars a year, will be counted toward the lofty goal.
University leaders will soon advertise for bids to provide professional counsel and guidance in launching and managing the fundraising campaign.