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Table of Contents

Marketing Workshop: A Marketing Plan to recruit more students in Ha Tay Community College in the future Ha Tay, August 7th 2012. Table of Contents. The Marketing Plan. Advertisement Other Types of promotion Distribution Market Research Location/Place Objectives and Indicators

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Table of Contents

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  1. Marketing Workshop:A Marketing Plan to recruit more students in Ha Tay CommunityCollege in the futureHa Tay, August 7th 2012

  2. Table of Contents The Marketing Plan Advertisement Other Types of promotion Distribution Market Research Location/Place Objectives and Indicators Planning Conclusion • Introduction • Summary of the situation • Definition of the service provided by the College • Competition • PositionningMap • Communication Strategies • LaunchingStrategies • Public Relations

  3. Introduction A Marketing Plan : The Purpose of a Marketing Plan : is a business document written for the purpose of describing the current market position of a business and its marketing strategy for the period covered by the marketing plan. Marketing plans usually have a life of from one to five years. The purpose of creating a marketing plan is to clearly show what steps will be undertaken to achieve the business' marketing objectives.

  4. Summary of the Situation Top Capacity/ Loyal Students Number of Students First Students End of Cycle Length • Past, present and the future of the market • Take a close look at the changes that affected the market share, the direction, the actors, the fluctuaction of the market, tuititions, scholarships and competition

  5. Summary of the Situation Strenghts Weaknesses

  6. Summary of the Situation Opportunities Threats

  7. Definition of the Service provided by the College Describe the services that you provide to students, in order that they fully understand the school. • Curriculum • Activities • Environment • Facilities • Etc…

  8. A B Reputation D C Performances The Competition • The Competitionlandscape • Give an overallview of the services offered by yourcompetitors, theirstrenghts and weaknesses • Position the Service of youcompetitors compare to yourownproduct.(next Table)

  9. The Positionning Map • Positionning of your service • Formula or pattern that defines precisely your service regarding to its market and compared with the competitiors • Engagement taken to the future students • Formula or pattern which sum up what the school provides to the future students (the targeted group)

  10. The Communication Strategies Messages for the audience Target categories of students Help to develop the school’s brand awareness consumers translate product information into perceptions about the school attributes and its position within the larger market of education

  11. Launching Strategies Phase 1 Phase 2 Phase 3 jan sep aug may mar feb apr nov jun dec oct jul • Launching Plan • When The schoolannoucesits service/promotion • Promotional Budget • Present and Revise the detailed informations about the budget

  12. Public Relations • Strategy and implementation • Public Relation Strategies • Guidelines of Public Relations’ Plan • Prepare an alternative Public Relation’s Plan including editorial schedule, meeting and conferences , etc.

  13. Advertisement • Strategy and Implementation • Overview of the Strategy • Overview of the media and the important dates • Overview of advertisement expenses

  14. Other Types of Promotion • Direct Marketing • Overview of the Strategy, Support and Dates • Overview of the targets, Objectives and Budget • Support from External Organization • Joint Marketing Agreements with other organizations • Marketing Programs • Other Advertisement Programs

  15. Market Research • Opportunities by vertical market • Talk about opportunities of different market segments • Talk about strategies of distribution for those markets or those segments • Address the issue of using an outside company for the promotion to vertical markets

  16. Location/Place • Interprovincial Promotion • Talk about Promotion strategies in other provinces, target certain provinces or cities • Talk about the problems related to interprovincial Promotion • Interprovincial Promotion Problems • Show the modifications and adjustments that you want to make to your promotion’s message according to the place of promotion.

  17. Objectives and Indicators First Year Objectives Other Annual Objectives Monitor Good and Bad Results Requirments to achieve to succeed

  18. Planning Task 1 Task 2 Milestone Task 3 Task 4 • Key Expectations for the next 18 months • Time Factor • Identify the critical path to succeed

  19. Conclusion Your existing and potential students fall into particular groups or segments, characterised by their 'needs'. Identifying these groups and their needs through market research, and then addressing those needs more successfully than your competitors, should be one of the key elements of your marketing strategy. You can then create a marketing strategy that makes the most of your strengths and matches them to the needs of the students you want to target. For example, if a particular group of students is looking for quality of the curriculum first and foremost, then any marketing activity aimed at them should draw attention to the high quality of your curriculum.

  20. www.rbmsystems.net www.uniterra.ca

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