NYSCAS Marketing Plan: Strategy, SWOT, and Social Media

Mission and Vision Statement

Touro University College's mission is to educate, to serve, to perpetuate, and to enrich the historic Jewish tradition of tolerance and dignity. The vision of Touro College is to be "in the service of knowledge, compassion, and social justice" (Touro College, 2022). Touro's mission can be compared to that of another college, Mercy College, whose mission statement focuses on being committed to providing motivated students the opportunity to transform their lives through higher education by offering liberal arts and professional programs in personalized, high-quality learning environments, thereby preparing students to embark on rewarding careers. Mercy's vision statement likewise aims to create a forward-looking picture of where, when, what, and how an individual or organization wants to be in the future — three, five, ten, or even twenty years out.

The point of comparing the two institutions is to show that colleges are competing for students who want to transform themselves and their world for the better. The point of differentiation lies in how each college proposes to provide that transformative experience and foundation.

These colleges have almost similar descriptions for their undergraduate divisions: both promise learners the knowledge capable of liberating them from poverty by providing pathways to rewarding careers. Touro therefore encourages its learners to utilize their time wisely and realize the best in themselves. In summary, Touro College's mission is to educate, perpetuate, and enrich the Jewish history of tolerance and dignity — and this specialized focus provides it with a differentiating factor that makes it particularly appealing to Jewish learners. However, Touro is not exclusively for Jewish learners, as its various colleges, including NYSCAS, are open to all students and welcome diverse learners of all backgrounds.

Target Market and Positioning

The target for Touro University is to create an effective environment for teaching and learning by encouraging both learners and faculty to nurture their intellectual curiosity. Its core competencies include creative thinking and effective problem-solving skills. The university brands itself as a Jewish college that cares about Jewish principles, values, traditions, and strengths. However, it is not a college exclusively for Jewish students — it is open to all types of learners. It is well positioned in the market because it has access to a niche market that few other colleges can claim. At the same time, it has the resources and infrastructure in place to provide a unique experience for that niche market as well as the broader student population.

Primary and Secondary Research

Touro University (2022) notes that it has a rich history in education and in the Jewish community: "Created as an independent institution that would support and strengthen the Jewish community, Touro has remained steadfast in its commitment to Jewish continuity and, more broadly, to humankind" (Touro College, 2022). The college also notes that its core values "are drawn from our Jewish heritage and the Jewish intellectual tradition, focusing simultaneously on individual development and the greater good" (Touro College, 2022).

Additionally, the college lists a number of educational goals that learners ought to seek to achieve, including: learning to communicate effectively in writing and orally; developing and applying mathematical reasoning to solve problems; analyzing information and using critical thinking skills; obtaining computer literacy; gaining knowledge of culture and history; building research skills; and understanding the scientific method (Educational Goals, 2022). Touro thus represents itself as a school that will facilitate the development and strengthening of all general learning goals. The New York School of Career and Applied Sciences (NYSCAS) is just one of the many different colleges within the Touro system.

NYSCAS states that it serves "students of all backgrounds, offering them one-on-one guidance and support as we help them develop the real-world skills they need to succeed" (NYSCAS, 2022). The school aims to prepare students for whatever their future plans might be — whether entering their chosen career field or moving on to graduate school. The school has been credited by some students as a primary reason for their career success. One such example is Anya Khaimova, a single mother of four who found it difficult to complete her degree while balancing work and family life. She credits the "constant encouragement that I received from [Instructor], the NYSCAS Director of the Office of Student Advocate. [Instructor] always remained in my corner. She inspired me, offered crucial guidance to help me overcome various obstacles, and pushed me to always do better" (NYSCAS Stories, 2022).

Lord (2015) has noted that Touro offers students an option in Queens through its NYSCAS college, which provides "associates and bachelor's degrees in biology, business management and administration, human services, education, psychology, paralegal studies, social sciences, liberal arts and sciences, information technology and digital multimedia design, in addition to professional opportunities in pre-law, pre-medical and pre-dental." Lord (2015) also explains what sets NYSCAS apart from other schools in the area: "With approximately 3,500 students in 2014, NYSCAS is set apart by the personal attention it offers, according to site director [redacted]. 'At Touro, we advise you. You're never on your own. We try to assist you in as many ways as we can. We try to make you feel at home.' Help at NYSCAS takes a variety of forms, including individual tutoring in many subjects; online 24/7 assistance; and personal counseling in academics, financial aid and program planning." Thus, NYSCAS stands out as a unique option for students seeking a supportive school that will help them achieve their goals.

References

Educational Goals. (2022). Retrieved from

Lord, M. (2015). Choices abound in area private colleges. Retrieved from https://www.qchron.com/editions/queenswide/choices-abound-in-area-private-colleges/article_ab17aac8-8ed5-59f0-b1e6-56ed51e7f22c.html

NYSCAS. (2022). Retrieved from

NYSCAS Stories. (2022). Retrieved from

Touro College. (2022). Retrieved from