2014 – 2015 SO Marketing and Recruitment Plans

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

UofL and UK

UofL Football & Basketball ProgramsUK Yearbook

UofL Football Video Wall Feature

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

VIEWBOOK PRODUCTION VIEWBOOK PRODUCTION SCHEDULESCHEDULE

Date/Time Action

March 5th Transfer & Financial Aid Brochure Updated

March 31 Parent Brochure template completed

April 1 SO will send kick-off email for viewbooks

June 1 Viewbook Content due to SO

June, July Viewbook edits completed, proofs provided to college and approved

July 15 All viewbooks to printer

July 16 Start planning for next year

September 1 Viewbooks delivered

RECRUITMENT MATERIALSRECRUITMENT MATERIALS

RECRUITMENT MATERIALSRECRUITMENT MATERIALS

RECRUITMENT MATERIALSRECRUITMENT MATERIALS

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.

MOVING TOWARDS DIGITAL

MOVING TOWARDS DIGITAL

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