1 / 12

Marketing Presentation

Marketing Presentation. 4/18/14. The ever-changing world of communications. People are overwhelmed. Need to send multiple messages via multiple avenues Need to communicate with targeted audiences & people who influence their decisions. How targeted audiences get info.

wirt
Download Presentation

Marketing Presentation

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Marketing Presentation 4/18/14

  2. The ever-changing world of communications • People are overwhelmed. Need to send multiple messages via multiple avenues • Need to communicate with targeted audiences & people who influence their decisions

  3. How targeted audiences get info • Smart phones rule – 80% targeted audiences • Social media dominate – Facebook #1 but losing ground to Instagram& Twitter • Music big – Pandora #1 • Texts in, email out unless over 25 • Cable – On-demand impact still viewed sports/news • Internet Ads – 90% use Internet primary source of info • Mail – less clutter in mailboxes postcards making comeback

  4. Fall 2014 Marketing PlanLimited Budget, Targeted Resources Cable Television – Comcast, Cablevision, FiOS • March – September 1 • Messages: Open Houses, Summer & Fall Registration • Target ads • Walter • Rosario • Dennis

  5. Direct Mail -- high school students & parents • October Open House  • Top 10 Reasons Parents Brochure • Transfer After RVCC Parents Brochure • Early Credits Postcard • Great Value Parents Brochure • Success Postcard 1 • Spring Open House postcard • NJ STARS postcard • Affordability  Postcard 1 • Success Postcard 2 • Ride the Bus Postcard 1 • May 29 Open House Late Deciders • Affordability  Postcard 2 • Early Credits Postcard • Success Postcard 1 • Special August Info Session • Early Credits Postcard • Ride the Bus #2 Postcard • Applied, Not Enrolled Postcards 1&2 9/25/13 Class of 14 & 15 10/23/13 Class of 14 & 15 11/19/13 Class of 14 & 15 12/3/13 Class of 14 & 15 1/13/14 Class of 14 & 15 2/17/14 Class of 14 3/7/14 Class of 14 & 15 3/12/14 eligible students 4/1/14 Class of 14 4/16/14 Class of 14 & 15 4/28/14 Class of 15 along bus route 5/8/14 Class of 14 & all prospects 5/15/14 Class of 15 5/20/14 Class of 15 & 16 6/5/14 Class of 15 7/2/14 Class of 14 & all prospects* 7/10/14 Class of 15 & 16 8/1/14 Class of 14 along bus routes July & August applied, not enrolled *Recommendation to Admissions to schedule this event

  6. Fall Marketing Plan Direct Mail to all households • November 15, 2013 • February 28, 2014 • May 9, 2014        Internet Advertising & Pandora • Google, Facebook, Pandora & sites frequented by prospective students • December/January • July/August Social Networking • Prospective Students Check Out Social Media • Daily posts: Facebook, Twitter • Active on Instagram, YouTube & LinkedIn • Next: Google+ & Pinterest

  7. Fall Marketing Plan Monthly Electronic Newsletters • Transitions – high school administrators, counselors & prospective students • Express – businesses Create Your Own Info Packets • 1400 created since April 2013 Career Coach • Over 2700 users since October 2013 launch

  8. Key Messages Affordable: Avoid Huge College Debt • 7 out of 10, US college seniors in 2012 owed college debt. Average debt $29,400 Compare The Savings

  9. Key Messages Quality • Success stories • Transfer opportunities • National awards • Small class sizes College Your Way • Online • Day, evening, weekends • Career programs complete in a year or less

  10. Challenges Shrinking pool of prospective students • High school graduating classes declining • Unemployment rate declining Increased competition • For profits school spending record marketing amounts – more than all community colleges in US • Seizing ownership community college message – job training People expect 24/7 customer service and mobile access

  11. Opportunities • Expansion of Science Building • New Workforce Building & programs • Former RVCC students dropped out after few classes • GED • First Generation • ESL

  12. Suggestions • More recruitment events on campus • Follow-up plan for inquiries/applicants- Personal attention- Review all correspondent to make more customer friendly • Enhance retention efforts • High quality, personalized customer service • Spread the word in the community • April 29 Webinar: 7 Obstacles to Recruiting

More Related