Los Angeles City College 2008 – 2009 Marketing Plan

1. Los Angeles City College 2008 – 2009Marketing Plan Lisa Olivia Fitch Public Relations Specialist July 30, 2008

2. Strategic Plan Objective 1.5 • Coordinate College Marketing – This team effort involves not just the President, Vice Presidents, PR Specialist, Outreach, Research, and Foundation, but all LACC faculty & staff. • This objective incorporates several LACC Strategic Plan goals (expanding student awareness and community partnerships, for example) • We must: • Develop an effective on-going external marketing campaign • Develop an effective on-going internal marketing campaign • Regularly maintain the college website • Offer “branded” programs and educational options

3. Our Situation • We must urgently market LA City College. There has been only modest advertising in the past seven months. There are three messages to use in a big push to reach various audiences: • “Transfer, Train, Succeed” – a consistent, accurate message from last year, with a slightly new look to use for fall 2008. The sub-message will be “LACC is the smart choice – an great and economical way to prepare for university transfer or job training. • “Building for Your Future” – noting that LACC has the most construction ongoing on the campus in the district. • “An Oasis of Learning for 80 Years” – to use in spring 2009 to celebrate LACC’s upcoming anniversary. Providing quality education since 1929.

4. Market Summary • Although among LACC students, the most prevalent age group continues to be older adults, there has been a marked increase in younger students in the last 10 years. Age Distribution Trend Percentages

5. Communication Strategies • Messaging by audience: • The new high school grads appreciate the fact that we offer the classes they need in order to transfer to a university. LACC is actually a “smart choice,” not the “last resort” • Current students need to take pride in their school, noting the new buildings that will enhance their learning experience. Internal marketing materials should emphasize the value of the education they are receiving. • Potential older students, lifelong learners, will appreciate the 80-year history of LACC and its origins as the first site for UCLA • The working adult wants to upgrade their position through the cost-effective training offered at LACC. • ESL students are interested in the civics and citizenship classes • The general community & senior citizens are interested in fitness classes that cost less than gym membership or workforce training classes. • Influencers want to know these same messages:– word of mouth parents, relatives and friends is still the best advertising

6. Other Key Audiences for Our Message: • Community Partners • LAUSD feeder high school principals & college counselors, Local hospitals & other training facilities • Foundations • Grant providers • Community Based Organizations • Black Churches, Asian Community Centers, etc. • Civic Groups • Hollywood Chamber of Commerce, LA Area Chamber, etc. • Elected Leaders • Who can provide support in City Hall, County Hall of Administration, Sacramento and Washington D.C.

7. The LACC Look • Blue, red, light blue and teal will be utilized as highlight colors on all advertising and marketing materials to be consistent with the look of the LACC web site. • An 80th anniversary logo, one that doesn’t depart too much from the standard logo will be utilized on 2009 materials. • New buildings will be highlighted on schedule covers.

8. Marketing Strategy & Execution • To support our vision “LACC is an urban oasis of learning that educates minds, opens hearts and celebrates community,” the management team will enhance the college’s visibility and reputation for quality through • marketing materials – Mini schedule for mailing & distribution in community, LACC brochure, etc. • outreach activities • public relations – success stories/testimonials • advertising

9. Radio – 92% of adults 18-49 listen to radio Hot 92.3, a Clear Channel radio station 26% of listening audience is 18-24, 26% 25 – 34 and 26% 35 – 44 58% Hispanic, 21% Black 84 commercials -30 second spots (M-F 5 a – 8p; M-Sun 8 p – 12m; and Sat-Sun 8 a-8p Banner impressions on HOT Dr. Moore set for interview on “The Hot Community Review” public service show E-mail blast to 125,000 Hot insider members promoting fall sign up The Hot van will be on campus on Preview day (8/27) Overview of Advertising Execution Spending & Timing

10. Overview of Advertising Execution Spending & Timing • Time Warner Cable (95% of adults 18=49 watch TV) • We are currently advertising the “Textn’ Enroll Now” ad on TNT and USA • We will expand that to five networks – BET, E!, ESPN2 (summer X Games 72% of the audience is male, 24% ages 35-44, 23% ages 18 – 24 and 21% ages 25-34), MTv, and Spike • Ads will run rest of July and through August all week between 6 a and 12 m in the Hollywood and Los Feliz zones

11. Overview of Advertising Execution Spending & Timing • Newspapers (Throughout August) • Feeder High School newspapers (smart choice message), LA Times education section (Aug. 15), La Opinion, Los Feliz Ledger, Korean Times, Azabarez, Park La Brea/Beverly Press and Our Weekly (special classes messages) • Poster ads on MTA Red Line (August) • Working World magazine’s Career Training issue (8/4)

12. Overview of Advertising Execution Spending & Timing • Internet (banner ads on LA Times site) • Fall 2008 Mini Schedule production and mailing throughout community

13. Overview of Advertising • Total Radio: $12,800 – Hot 92 spots, van visit, Show w/Moore • Total Cable: $12,000 – Time Warner Los Feliz/Hollywood zones • Total Papers: $8,884.55- estimates in ads in La times education section, Korea Dailey, LA Sentinel, Our Weekly, Park La Brea News, and Azabarez (Armenian), Larchmont Chronicles, LA Opinion, Hollywood Chamber directory, Discover Hollywood magazine • MTA: $5,150 – production &placement of ads in red line cars and one display at Vermont & Wilshire • Total Internet: $12,000 – to play w/ inserts & direct mail • Total Mini Schedule: $17,500 – estimate for printing only • Grand Total: $68,334.55

14. Public Relations • PR strategies • Coordinate events & invite key audiences • 3020 Open House, Library Ribbon-Cutting • Distribute news releases monthly • Arts PR writer was effective & appreciated • Include success stories in class schedules • Booking Dr. Moore on radio and television public service shows • Participate in outreach: community festivals, fairs, etc. • Direct Market Postcards in English, Spanish, Armenian • Work with Foundation on utilizing Alumni and Emeriti • Community Newsletters • Speaker’s Bureau • Hosting community events

15. CSU Suggested Strategies • Strengthen ties to Hollywood Chamber • Stengthen ties to healthcare/dental institutions • Have alumni return as “professor for the Day” • Involve community in sports and cultural events • Give students incentives to encourage word of mouth advertising • Strengthen ties with feeder schools • Strengthen ties with local businesses

16. CSU Suggested Strategies • Guerrila Marketing Tactics: • E-mail high school students • Newsletters about campus events • Free tickets to basketball games to prospective students • Posters at feeder high schools

17. Internal Marketing Tactics • Website upkeep • Phone blasts to continuing students • Faculty assistance in distributing fliers • Schedule and catalog production • President’s Corner monthly newsletter • Cub Construction Corner quarterly newsletter • Oversee a consistent look to posters, fliers, brochures, etc. • Create and distribute LACC style sheet to staff • Outline proper use of the correct LACC logo • Use of correct colors • Make sure stationery is consistent

18. Success Metrics • Anticipated outcomes: • Increased enrollment • Improved community image • Hightened pride & morale of students, faculty and staff • Measures of success/failure • Requirements for success: Teamwork!