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BCD Adult Education

BCD Adult Education. Develop a market plan for BCD Adult Education programs that is based on LERN principles. Al Shasteen- Advisor Tom Triplett Janice Hermanski Erma Wiginton Iris Greenwell Bonnie Ledbetter Kathy Hart Claudia Hernandez-Chavez (Mary McNally). Russell Parker- Team Leader

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BCD Adult Education

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  1. BCD Adult Education Develop a market plan for BCD Adult Education programs that is based on LERN principles.

  2. Al Shasteen- Advisor Tom Triplett Janice Hermanski Erma Wiginton Iris Greenwell Bonnie Ledbetter Kathy Hart Claudia Hernandez-Chavez(Mary McNally) Russell Parker- Team Leader Alex Thurocy Regina Rice Brenda Dunlap Angelica Rebollar Rosemary Beard Roxy Hamilton Mary Valero (Sue Campbell) Work Team:

  3. How will we know when we get there? 5/31/07 3/16/07 2/16/07 10/31/06

  4. 25% Identify data points, target focus groups, develop project goal & objectives • On October 18, our team met to discuss our Work Unit Objective and brainstorm the data that needed to be collected and how it would be collected • DIMS Data points were determined (see Section 6) IT was contacted with the information we would need to collect and best report to use to collect it • The team decided focus groups would be made up of best customers and non-customers • It was also determined by the team that we would use a Quick Question Survey each week to collect data from current students • Project Goal • Develop a Market Plan based on LERN principles and customer requests to better serve our short-term students. • Project Objectives • Make data driven decisions when planning courses and marketing activities (Based on Tulsa Tech data). • Produce a better marketing tool (bulletin) based on the needs of our short-term students. • To find our primary market segments • Produce a better marketing campaign based on our primary market segments. • Put short-term students and their success as our #1 priority when making, developing and implementing strategic planning for the future.

  5. 50% Gather project data, schedule and conduct focus groups • IT provide supervisors/coordinators with the requested data from DIMS • Requested information on the 500 best customers • Requested information on the most recent 150 males & females who requested short-term information, but never enrolled in a course • DIMS data was imported into a multiple access data bases • Tulsa Tech’s primary market segments were determined • Short-term office support specialists phoned students from primary market segments and non-students to schedule focus groups • Supervisors/coordinators conducted three focus groups • A court reporter transcribed the exact questions and comments from each focus group

  6. 75% Compile & analyze data to determine needed changes • Data was compiled from focus groups and quick question surveys| • Summaries were written analyzing the data gathered • Data was gathered to determine the impact of the short-term bulletin and projections were made based on increased production of bulletin

  7. 100% Develop a Market Plan to implement recommended changes • Using all of the data gathered a market plan was developed along with a timeline for implementing changes

  8. BCD Adult Education2007-2008 Market Plan Executive Summary: • Redesign Bulletin based on input from Focus groups • Increase households in Tulsa County that receive the bulletin and eliminate duplicate mailings • Develop new ways to market to our primary market segments • Work towards establishing college credit for certificate programs • Explore using media outlets other than the bulletin to market short-term programs and change TTC image • Work towards making e-mail marketing possible

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