The Relationship Building Program at Oregon Tech faces challenges in recruiting and retaining enough student mentors, impacting its ability to handle more cases and provide adequate coverage. The program lacks a marketing plan to increase awareness and recruit students, and aims to develop one to boost the number of mentors from seven to ten, with success measured by tools that can be used to increase campus awareness and mentor numbers. The project approach includes phases for defining objectives, conducting research, designing a website, performing market analysis, and project closure, with a focus on creating a marketing plan for student recruitment. Evaluation methods such as SWOT, competitor analysis, target market analysis, and data analysis are used to inform the marketing strategy, with key performance indicators including documentation of analyses, website launch, completion of the marketing plan, and timely achievement of milestones. The key results of this project are the published website, the two new student mentors, the findings of the market research, and the recommendations given in the marketing plan. The website went live on May 31, 2024 and a plan was put in place to continue updating and testing the website. The program also gained two new student mentors over the course of this project. The market research largely showed that more effort needs to be applied in recruiting via word-of-mouth and digital marketing. The conclusions drawn in this project include continuing with the website maintenance and starting to implement the recommendations given in the market analysis phase. The website has been published and a maintenance plan has been provided to the client. The marketing plan details the recommended actions for the program to take, such as increasing word-of-mouth advertising, digital marketing efforts, and improving the physical marketing efforts. This will give the program a better understanding of how effective their recruiting efforts are and can increase their levels of recruitment and knowledge of the program by the end of 2025. Subject: Marketing, Psychology, Business Management
