new marketing plan april to aug 2020 part 2 - college of the rockies · 2020. 5. 25. · title:...

Last update: April 29, 2020

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Situational Analysis

We are in the midst of the global COVID-19 pandemic. Not only has our learning and administration been moved off-site, but most businesses are shuttered and the K-12 system has moved to home-based, online learning. Unemployment in British Columbia has skyrocketed and the future of business, education and the health of our communities is uncertain. This is not business-as-usual for Communications and Marketing at College of the Rockies. We will need to be strategic, but also flexible and resourceful, in our activities. With all that we do, we must be sensitive to the very real personal and professional challenges that our communities face.

Communications and Marketing Goals • To keep students, employees, and community stakeholders informed.

• To highlight how we can help during the COVID health crisis.

• To create and demonstrate opportunities for personal experiences, even though we are physically distant.

• To look to the future with optimism, hope and humanity.

• To increase enrolment for the Fall 2020 semester.

Target Audience Segment 1: Traditional Students (high school)

Segment 2: Non-Traditional Students (adult learners)

Segment 3: Workforce Training (CE programs, short-term re-skilling)

Segment 4: Influencers (High Schools Counselors, Parents, Alumni)

Segment 5: General Public / Community Stakeholders / Government

Key Messages • We’re ensuring our students achieve their learning objectives in a

safe manner.

• We’re here for you - our employees are still working and available to help you plan your future.

• We are looking to the future with hope and planning for Fall.

• There are excellent reasons to study close to home.

• College of the Rockies is a strong community partner.

Home Advantage We will be working with both our internal team and external vendors to develop and manage a promotional campaign aimed at the in-region student and influencer market that is focused on the “Home Advantage”. Messaging will focus on the reasons that staying close to home – and at your community’s College.


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CHANNEL TACTICAL PLAN

Digital

Website

In March, as the COVID crisis grew, we were able to quickly pull together a COVID-19 information microsite to provide critical updates and information to our internal and external audiences. This site continues to be updated regularly as new information comes to light.

Moving forward, we will continue to enhance our College website by refining the information we provide to our target audiences. In particular, there will be content enhancements for future students, parents, counselors and international agents and influencers. We are also shifting our search to the Google Search tool, which we hope will improve our on-site search, and we are working on a faculty biography section to showcase the expertise of our instructional team.

Google Ads and Paid Social

The primary focus from now until the start of the Fall semester is primarily on non-cohort programs, signature programs at regional campuses, and those programs that are more easily delivered online if that becomes a necessity for Fall. This schedule is very flexible and can be adjusted to include Health, Trades and any other programming identified by the Deans/Department Heads as areas of concern.

Program Services Brand Awareness April Financial Management

Biology/Medicine Recreation Management Associate of Science – Env.Studies

May Marketing Management Criminal/Social Justice MAST Associate Degrees Bachelor of Business Admin

Scholarships and Awards Bookstore (Grad Swag) Online Learning

Home Advantage Campaign, promoting studying close to home.

June Fine Arts Accounting ATBO Post-Degree Studies

Online Learning

July Economics/Commerce General Management Tourism Management Social Work Bachelor of Business Admin

Online Learning

Aug Engineering Social Work Hospitality Management Marketing Management

Jumpstart

Additionally, we will continue to strategically “boost” our social posts (minimal cost) in order to extend their audience reach.


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Glacier Media – Digital Ad Geo-Fencing Campaign

Dates: May 15 to June 15

Target market:

1. Local high school or recent grads 2. Parents/Influencers 3. Adult Learners (24 – 34)

Method:

In a previous campaign, we were able to target anyone who crossed into a set radius of our local high schools. Although schools are not in session, Glacier is still able to target any device that has been “tagged” at the high schools in the past. They will target parents/influencers and adult students via postal codes that we provide – we control the reach of the campaign.

Social Media

Overall strategy

BUSINESS OBJECTIVE SOCIAL MEDIA GOAL TACTICS METRIC(S)

Grow the brand

Awareness: Extend the reach of audience awareness both in and out of region.

Alumni success stories, Community content

Followers, Shares

Turn stakeholders (students, employee, alumni, community) into advocates

Engagement: Increase our audiences' interactions with our content.

Quizzes, polls, contests, questions, content sharing

Comments, Likes, @Mentions, Shares

Drive applications and enrollment

Conversions: Drive our audience to action on our website or other social resources.

Program info, Services info, Recruiting events

Website clicks, Info form completions

Improve student retention

Sentiment: Improve how our audience thinks and feels about our College

Student profiles, good news stories

Testimonials, social media reactions


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Social Editorial Calendar

This calendar is used as a guide only. The nature of social media is fluid and can be reactionary. The topics listed here allow us to prepare content assets, but the schedule may change based on specific program or service needs, and unanticipated community events/activities.

Important Dates Topic(s)

April

Week Three Apr 20: Start of Spring Semester for CYFS Student fund, BBA alumni, Virtual Tour, Enrolment Services, Earth Day, Avalanche, ATBO

Week Four Apr 27: Reg opens for new students; April 28: Day of Mourning

Day of Mourning, Tourism, University Studies, Fun Game, Residence Life, Cook program, Student Emergency Bursary

May

Week One May 1: Mental Health Week; May 4: Start of Spring Semester

Spring Semester courses, Register Now, Financial Aid/Scholarships, Mental Health

Week Two May 11: Nurses Week; May 15: International Day of Families

Nurses Week, Study close to home, Virtual event, Health programs, BBA alum, CYFS, History courses

Week Three May 18: Victoria Day Holiday greet, Study close to home, online learning, Virtual event

Week Four N/A Virtual event, alumni profile, Trades, Hosp Mgmt 1st grad class, New fall courses

June

Week One

June 1: National Health and Fitness Day; June 5: Grad Day (postponed)

June 5: World Environment Day

Congrats grads, Faculty videos, Study close to home, virtual event, Kinesiology, Recreation Management, Assoc. Science - Enviro

Week Two N/A Virtual event, Financial Management, BBA Alum, ATBO/MAST, Alumni

Week Three June 21: Indigenous Peoples Day Virtual event, CYFS, Indigenous, Study close to home

Week Four July 1: Canada Day Virtual event, Applied Research, Celebrate Canada Day at home

July

Week One N/A Professional Cook, Dual Admission, Residence, Lifestyle, Study close to home

Week Two July 16: World Population Day International, ATBO, Office Admin, New Fall courses

Week Three N/A Kinesiology, Dental, HCA

Week Four N/A Trades, Summer fun in the Kootenays, Study close to home

August

Week One Aug 3: BC Day; Aug 7: Tuition Fees Due Holiday greet, Jump Start, Upgrading, Residence, Pay Fees

Week Two N/A Student services, Student Life, Business Programs

Week Three N/A Trades, Professional Cook, University Studies

Week Four N/A Upgrading, Get Ready for Fall,


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Virtual Events and Faculty Created Content

Several program coordinators and instructors have indicated their willingness to lend a hand in our efforts to recruit students. We have developed a small “tool-kit” with tips and suggestions to help guide those who are interested in participating. Suggestions include:

• Program Coordinators create and conduct a virtual “open house” session for a program related presentation and Q&As,

• Faculty to create micro-lectures: 15-30 minute webinars on a topic related to their subject area, • Brief video greetings or messages to current and future students, • Sharing content (photos, video, blogs, papers) of how to experience their subject matter while physical

distancing (i.e. exercising at home from KNES faculty, backyard ecology from Science faculty, etc.)

The goal is to engage current and prospective students, to provide a personal approach, and to demonstrate expertise to influencers.

Print Ads The goal for print ads is to demonstrate that the College is a good community partner, and to further promote the “home advantage” by sharing stories of local students/alumni. The primary targets are influencers (i.e. parents, grandparents) and community stakeholders (i.e. employers, community organizations, governments). This schedule may change as other opportunities arise.

Publication Subject/Theme

April All local newspapers* Award Recipient Recognition and Donor Thank You

Fernie Free Press Special supplement to thank front line workers

May Townsman/Bulletin Hometown Heroes special feature

All local newspapers Register Now for Fall 2020

June All local newspapers Home Advantage campaign – profiling a successful student/alumni

All local newspapers Congratulations Graduates (usually a supplement or feature)

July All local newspapers Home Advantage campaign – profiling a successful student/alumni

First Nation Drum** Focus on Indigenous student services

Aug All local newspapers Register Now for Fall 2020

First Nation Drum** Focus on Indigenous student services

* Local papers include: Columbia Valley Pioneer, Cranbrook Townsman, Creston Advance, Fernie Free Press, Golden Star and Kimberley Bulletin.

** This is a typical schedule for First Nation Drum, however I do not know if they will be publishing as usual.

Note: We typically push Adult Upgrading and Trades in the Coffee News publication. However, this publication is unlikely to be available this summer due to the pandemic.


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Radio Our radio ads are a blend of program specific, community partner/support, and overall brand awareness. Over the course of a year, we try to include as many programs as possible. We target all markets with these ads, from potential students to community stakeholders. Radio is both cost-effective and flexible.

Station Subject/Theme

April B104/The Drive Thank You to Front Line Community Workers; University Studies

2DayFM* Thank You to Front Line Community Workers

May B104/The Drive Fall Registration is Open; Business Programs

2DayFM* Fall Registration is Open; Nurses Week

Juice FM (Creston) Nurses Week

EZ Rock (Golden) Nurses Week

June B104/The Drive Congratulations Grads; Recreation Management

2DayFM* Congratulations Grads

Juice FM (Creston) Congratulations Grads

EZ Rock (Golden) Congratulations Grads

July B104/The Drive University Studies; Professional Cook

2DayFM* Professional Cook**

Aug B104/The Drive Trades Programs; Adult Upgrading

2DayFM* Adult Upgrading * Formerly SummitFM – reach includes Cranbrook/Kimberley, Columbia Valley, Elk Valley

** We typically promote Professional Cook heavily in July as students for this program tend to be late applicants


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Recruiting Events

Note: This is a suggested schedule of events, and is dependant on the participation of other College departments and employees. (* Dates are dependant on availability of High Schools)

Date Event Topic Event Lead/Organizer (TBC) Participation (TBC)

May

TBA* College of the Rockies -- Student's Perspective

Current students/alumni talk to potential students. Recruiting Student Volunteers, Recruiting

TBA* Q&A for High School Counsellors An open session to answer questions about Fall Recruiting Recruiting, High Schools,

Wednesday, May 6 Virtual Open House - University Arts Discuss program options Avery Hulbert Program Coordinator, Recruiting, Program Faculty

Monday, May 11 Demystifying Online Learning Exploration of online learning at College level. Online Faculty

Online instructor, online student, Susan Fleming, Recruiting

TBA* Virtual Classroom Visit with HS students College presentation with Q&A session Recruiting Recruiting

Wednesday, May 13 Virtual Open House - University Sciences Discuss program options Katie Burles Program Coordinator, Recruiting, Program Faculty

Wednesday, May 20 Virtual Open House - Business (incl. OFAD) Discuss program options Greg McCallum/Sheena Svitich

Program Coordinator, Recruiting, Program Faculty

Monday, May 25 Start University at the College Explain dual admission opportunities Recruiting Recruiting, Education Advisor, Dean/Department Head

Wednesday, May 27 Virtual Open House - Trades Discuss program options Joy Brown/Anita Sylvester Program Coordinator, Recruiting, Program Faculty

June

Monday, June 1 You Want to Start Here, then Go There? We'll Show You How.

Transfer agreements and transfer options John McDonaugh Education Advisor, Recruiting

TBA* Virtual Classroom Visit with HS students. College presentation with Q&A session Recruiting Recruiting, High Schools

Wednesday, June 3 Virtual Open House - Health Discuss program options Sandi Hill/Kae Bouzaara Program Coordinator, Recruiting, Program Faculty

Monday, June 8 Financial Aid Options and process for financing education Lois Murray Financial Aid Officer, Recruiting

Wednesday, June 10 Virtual Open House - CYFS Discuss program options Heather Wik Program Coordinator, Recruiting, Program Faculty

Monday, June 15 Start Trades Training While in Highschool Youth Train in Trades Brian Conrad Brian Conrad, Recruiting, Program Coordinator/Dept Head

Wednesday, June 17 Hot Programs You Don't Want to Miss Which hot programs are still accepting applications Recruiting Education Advisor, Recruiting

Monday, June 22 Looking for a Career Change? Look Here. Careers in demand and our related programs. Education Advisor Education Advisor, Recruiting

Wednesday, June 24 Dual Credit -- Start College while still in High School

Explain Dual Credit opportunities and process Brian Conrad

Brian Conrad, Recruiting, Enrolment Services


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new marketing plan april to aug 2020 part 2 - college of the rockies · 2020. 5. 25. · title:...

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