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KCTCS: Higher Education Begins Here, No Matter Your Destination

Develop an advertising campaign to promote KCTCS as the smart place to begin higher education, whether for transfer to a four-year institution or to improve career prospects. Increase awareness, partnership with four-year institutions, and scholarships opportunities.

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KCTCS: Higher Education Begins Here, No Matter Your Destination

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  1. KCTCS 2010-2011 marketing communications recap September 29, 2011

  2. 2010-2011 Marketing Communications Plan Assignment: Develop an advertising campaign that communicates and promotes awareness for both “Transfer” and the “Occupational” missions for KCTCS. Primary focus will be to highlight KCTCS as the smart place to begin a prospective student’s journey of higher education no matter what their ultimate destination might be …transfer to a four-year institution or to a better place in their occupation or career.

  3. 2010-2011 Marketing Communications Plan Goals to Achieve We will want to increase: the number of prospective students who select KCTCS as their primary choice to begin their education; awareness of KCTCS as the logical place to begin their higher education, regardless of their ultimate destination; the number of KCTCS transfer students; awareness of transfer and scholarship opportunities; levels of awareness among Kentucky businesses and the role KCTCS plays in assisting them in remaining competitive; and strengthen partnerships with Kentucky’s four-year institutions.

  4. Umbrella Approach to Support Specific Educational Pillars Targeted Audience • Transfer • Affordable • Convenient – close to home • Ease of Transfer to a 4-year university • Brand Transfer • Occupational • Affordable • Convenient – close to home • Providing skills to help you get a • better job • Over 600 programs. Focus on high-growth, high-wage jobs • Brand Occupational KCTCS Higher Education Begins Here No Matter Your Destination … It’s the Smart Place to Begin Sixteen Colleges and 68 Campuses Primary Audience - Prospective Students - Current KCTCS Students - Parents - Counselors Secondary Audience - Four-year Institutions - Policy Makers - Business and Industry

  5. Umbrella Approach to Support Specific Educational Pillars Campaign Messaging • Transfer • Affordable • Convenient – close to home • Ease of Transfer to a 4-year university • Brand Transfer • Occupational • Affordable • Convenient – close to home • Providing skills to help you get a • better job • Over 600 programs. Focus on high-growth, high-wage jobs • Brand Occupational KCTCS Higher Education Begins Here No Matter Your Destination … It’s the Smart Place to Begin Sixteen Colleges and 68 Campuses

  6. Statewide umbrella campaign • Continue “umbrella” media sports marketing campaign for KCTCS, partnering with the two major sports-dominant universities within the Commonwealth of Kentucky: • University of Kentucky • University of Louisville • Combined, UK/UofL sports coverage has the ability to reach every area of the Commonwealth • UK/UofL sports’ (football and basketball) seasonality coincides with KCTCS key seasonality

  7. creative THE CORRECT FORMAT FOR SUBTITLES (IF USED)

  8. TV Creative Go2Transfer

  9. Print Creative Go2Transfer

  10. Print Creative UofL Football Program

  11. Print Creative UofL Basketball Program

  12. TV Creative Go2Work

  13. print Creative Go2Work

  14. promotions UofL Football Game Sponsorship v. UK 9/4/10 • On-site Branding elements: • Street team wearing KCTCS T-shirts • Cheer card giveaway (10,000 distributed) • Game Day Publication: full-page program print ad and logo on cover • Football video wall feature with PA announcements: “Transforming Play of the Game” • Ribbon board exposure • UofL Football entry gate signage

  15. promotions UofL Football Game Sponsorship v. UK 9/4/10

  16. promotions UofL Football Game Sponsorship v. UK 9/4/10

  17. promotions UK Football Game Sponsorship v. WKU 9/11/10 • On-site Branding elements: • Street team wearing KCTCS T-shirts • Cheer card giveaway • Video board recognition • In-game promotional PA announcements • Logo on program cover • Additional Media • Additional radio spots • Radio live mentions • Recognition as upcoming presenting sponsor on Joker Phillips’ Call-in Show • Bonus: 2-week flight on ukathletics.com in “Gameday Central” site

  18. promotions UK Football Game Sponsorship v. WKU 9/11/10

  19. promotions UofL Basketball Game Sponsorship v. DePaul 2/5/11 • On-site Branding elements: • Game Day Publication: full-page program print ad and logo on cover • Logo exposure on video wall marquee at front door to Yum! Center • Football video wall feature with PA announcements: “Transforming Play of the Game” • Ribbon board exposure • Other media • Live reads during radio broadcast

  20. promotions UofL Basketball Game Sponsorship v. DePaul 2/5/11

  21. promotions UofL Basketball Sports Sponsorship • Additional benefits • KCTCS message featured on UofL video boards at men’s and women’s soccer and softball home games • KCTCS message featured on stadium video board at UofL baseball home games

  22. promotions UofL Sports Sponsorship Baseball Soccer

  23. promotions UK Basketball Game Sponsorship v. MSU 2/15/11 • Branding elements: • Half-time promotional opportunity for Super Sunday • Video board recognition • In-game promotional PA announcements • Logo on program cover • Bonus: 2-week flight on ukathletics.com in “Gameday Central” site • Additional Media • Additional radio spots • Radio live mentions • Recognition as upcoming presenting sponsor on John Calipari’s Call-in Show • Bonus: 2-week flight on ukathletics.com in “Gameday Central” site

  24. promotions UK Basketball Game Sponsorship v. MSU 2/15/11

  25. Develop media brief Includes timing, geography, overall goals, marketing and media objectives and strategies, and last, but not least, budget Meet with vendors/team approach Draft overall plan and allocate budget Negotiate and place Monitor placement including traffic and schedule run times Reconcile and approve invoices Post-analysis MEDIA PROCESS

  26. Includes elements of participation by all parties: client/agency/vendor Flexibility; the ability to optimize message exposure during key time periods Trust. We all have to understand the importance of the message to our various audiences. Allows us to create win-win-win scenarios for all parties involved Ultimately leads to over-delivery and value-added opportunities A SUCCESSFUL PARTNERSHIP

  27. Over 2,299 broadcast messages In-arena elements for UK and UofL games including signage and promotions On-field and in-stadium presence Annual print messaging with both schools Cheer card distribution SPORTS SPONSORSHIP DELIVERY2009-2010

  28. P 18-34 13,151,325 Statewide Impressions CPM: $43 P 25-54 26,738,364 Statewide Impressions CPM: $21 SPORTS SPONSORSHIP DELIVERY

  29. Items to Note Media that over delivered in broadcast elements WAVE-TV (over delivered 16 spots) WDRB-TV (over delivered 1 spot) WHAS-TV (over delivered 2 spots) WKYT-TV (over delivered 6 spots) WTVW-TV (over delivered 177 spots) WBKO-TV (over delivered 6 spots) Insight N KY (over delivered 318 spots) Insight Lexington (over delivered 1 spot) Frankfort Cable (over delivered 125 spots) WYMT-TV (over delivered 5 spots) Viamedia Somerset Cable (over delivered 183 spots) SPORTS SPONSORSHIP DELIVERY

  30. “Community” THE CORRECT FORMAT FOR SUBTITLES (IF USED)

  31. Goals & Strategies • Capitalize on popularity of TV show about community college to communicate our transfer message by airing “Student/Businessman” TV commercial during “Community” premier • Utilize audio news release opportunity to communicate fall enrollment numbers

  32. Television Creative

  33. Audio news release 6% Projected Fall Enrollment Increase

  34. P 18-34 Over 113,937 Statewide Impressions CPM: $85.55 Low for Network Season Premier Not to mention we negotiated our way into the only break in that time slot without any preempts! CPP higher than last year due to show popularity. Impressions lower this year due to absence of 2 stations’ impressions and viewership down in some markets year-over-year. Community PremierMedia Delivery

  35. Overall StatewideMedia Delivery In 2011 with 2 campaigns we generated an estimated 26,852,301 impressions A25-54 This is like reaching every Kentuckian (there are 4,339,367* of us) at least once!! Many individuals saw the KCTCS messaging 3 or more times. 76.5%* are over the age of 18= 3,319,616* An avg Frequency of 8.09x per Adult aged 25-54 living in the State! Overall CPM: $21.48 *US Census 2010

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