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2014 – 2015 SO Marketing and Recruitment Plans. KCTCS System Office Marketing Responsibilities. Primary Focus for 2014-15. Statewide Awareness Fall Enrollment Blitz Recruitment Materials and Activities Cafeteria Plan Digital Media/Direct Mail Market Research Web Research and Enhancement.
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KCTCS System Office Marketing Responsibilities 2010-2011 Marketing Plan
Primary Focus for 2014-15 • Statewide Awareness • Fall Enrollment Blitz • Recruitment Materials and Activities • Cafeteria Plan • Digital Media/Direct Mail • Market Research • Web Research and Enhancement
Statewide Awareness • College Sports Campaign • UK, UL, Morehead, Murray and WKU • Primarily football and basketball • Package includes: • TV/Radio/Print • On-site promotion and game day sponsorship
Game Programs UofL and UK
Print Creative UofL Football & Basketball Programs UK Yearbook
video signage UofL Football Video Wall Feature
Digital signage UofL Men’s and Women’s Basketball Ribbon Boards
TV Commercial • http://www.youtube.com/watch?v=VHEzC4xr1vI
Rationale • College athletic programs’ universal and diverse demographic profiles have the ability to reach all KCTCS targeted audiences. • Combined, our college sports coverage has the ability to reach every area of the state. • Kentucky does not have professional sports….this increases the power of buying college sports.
Rationale • Allows us to reach our audience at many touch points; signage at the game, on-field activities, print, radio, tv/cable, pa announcements etc. Very few media buys provide this type of coverage.
Rationale • Transfer is one of our core missions. • CPE, policy-makers, legislators have challenged us to increase the number of KCTCS students transferring to four-year institutions. • The four-year college buy reinforces our transfer relationship. • It allows us to be able to sponsor unique transfer events with these institutions.
Rationale • Both the 2006 and 2011 prospective student research indicates that while we have made great progress in elevating the image of community colleges…there is still much work to be done. • Many still do not perceive us as “higher education.” Aligning with UK/U of L places us in this arena….provides credibility. • 2011 perception ratings dropped among all groups because of lack of college life/social activities. This buys places us in the typical college social environment – college sports.
Rationale • A statewide media buy gives us more “bang for the buck” compared to buying locally and outside the sports campaign. For example, in 2012-13 buy: • Persons ages 12-17 • CPM (cost per thousand views): $278 ($500 CPM non-UK/UL statewide buy; $700 CPM purchased locally) • Persons ages 18-34 • CPM: $77 ($139 CPM non-UK/UL statewide buy; $194 CPM purchased locally) • Persons ages 25-54 • CPM: $31 ($56 CPM non-UK/UL; $78 CPM purchased locally)
Fall Enrollment Blitz • Goal • To support the colleges with their fall enrollment efforts. • No decline in enrollment for Fall 2014. • Increase awareness among the state’s thinking and talking public about the role KCTCS plays in the state’s economy. • Increase awareness among Kentuckians of the unique high-wage, high demand jobs programs KCTCS offers.
Fall Enrollment Blitz • Execute parallel public relations, direct marketing and media campaigns to support the effort. • Utilize a combination of direct mail and e-mail blasts to reach all targeted audiences. • Support direct recruitment campaign with a statewide media campaign. • Execute a paid public relations campaign to promote KCTCS programs and services, college affordability.
Fall Enrollment Blitz • Direct Mail • Prospective students who have applied but not enrolled • ACT list (scores 25 and below) • GED/Adult Ed • Prospective student web forms • Prospective students who have applied for FA(past year and selected KCTCS as number 1) but not enrolled • Enrolled in Spring but not enrolled in Fall
Fall Enrollment Blitz • Digital Media • Pandora • Digital Display (Google) • Facebook • Radio • Statewide
Fall Enrollment Blitz • Creative Message • Affordability • Enroll Now • Execution Consideration • All media will be customized by college • Prospective student will be directed to unique landing pages
Fall Enrollment Blitz • Dates: • June 15 – August 1
Recruitment Materials • Viewbooks • Full – Traditional and Non-Traditional • Mini • Parent Brochure • Transfer Brochure • Financial Aid Brochure
Other Recruitment Activities • Recruitment Video • Day in the Life Videos (2 per college) • Program Videos (5 per college) • Recruitment Game • ACT List • Non-traditional student lists
Other Recruitment Activities • Web forms with t-shirt give a-ways • Work with Student Services on CRM • Recruitment planning templates • Super Sunday • Transfer Madness
Cafeteria Plan • Purl Direct Mail • Cinema • HomeTeam Marketing (high school athletics) • Direct Mail Program • Bowling Alley • Facebook Event Ads • Digital Campaign
Digital – Social Media • Launch Campus You • Social Media Teams • Investigate new social media channels and technologies • Update and enhance our current social media channels
Digital – Online Marketing • Enhance the online marketing and advertising initiatives and tools. • Create an online marketing guide and training. • Utilize infographics to promote transfer and tuition. • Develop plan for Google ads- Display Network. • Develop guidelines for social media advertising. • Investigate internet radio opportunities- I heart Radio and Pandora.
Market Research • Statewide Prospective Student Study • 3,000 interviews • Statewide focus groups • Traditional students, parents, teachers and guidance counselors • Non-traditional students • Mystery Shopping • Will include call center
Market Research • Viewbook/Recruitment Design • Individual interviews with both traditional and non-traditional students. • Viewbook environmental scan/best practices. • New application usability • Web Usability/Design
Web Enhancement • Develop and begin execution of a formal content strategy and maintenance plan for KCTCS. • Expand creation of integrated digital marketing team. • Create a digital/web communications vision and plan for both the KCTCS and colleges websites. • Work with student services and recruiters to develop a prospective student web site.
Other Resources Available • Program brochure templates • College TV/radio spots • Donut radio spot • Photos (AdPro) • Annual report template • Newsletter template • Brand guide • Style guide • Logos/recruitment graphics downloads