2013-14 marketing recruitment plans. 2013-14 marketing/recruitment goals 1. establish a...

2013-14 MARKETING/RECRUITMENT 2013-14 MARKETING/RECRUITMENT GOALSGOALS

1. ESTABLISH A PROFESSIONAL, CONSISTENT BRAND THAT RESONATES WITH ALL STAKEHOLDERS AT BOTH THE SYSTEM AND COLLEGE LEVEL.

2. ENHANCE OUR DIGITAL COMMUNICATIONS EFFORTS.

3. ESTABLISH AN INTEGRATED MARKETING COMMUNICATIONS PROCESS AND PLAN USING THE PRINCIPLES OF SEM AT BOTH THE COLLEGE AND SYSTEM LEVEL.


4. ENHANCE THE MARKETING SERVICES AND TOOLS AVAILABLE TO SUPPORT THE COLLEGES AND THE SYSTEM OFFICE WITH THEIR MARKETING/RECRUITMENT EFFORTS.

5. EMBRACE A MARKET-RESEARCH APPROACH TO DETERMINE CUSTOMER PERCEPTIONS, NEEDS AND WANTS.


6. ASSIST THE ORGANIZATION IN THE DEVELOPMENT AND ROLLOUT OF THE GO KCTCS STUDENT SERVICES CENTER.

7. COMMUNICATE AND PROMOTE FINANCIAL AID AND SCHOLARSHIP PROGRAMS.

8. DEVELOP AND EXECUTE STRATEGIC RECRUITMENT PROGRAMS AND MATERIALS FOR PROSPECTIVE STUDENTS.


9. DEVELOP AND EXECUTE MARKETING STRATEGIES TO PROMOTE THE GO 2 WORK/HWHD JOBS.

10.DEVELOP AND EXECUTE MARKETING STRATEGIES T0 PROMOTE THE GO2TRANSFER PROGRAM.

11. ENHANCE THE CONTENT AND USABILITY OF ALL WEB SITES TO BETTER REFLECT THE NEEDS OF CUSTOMERS AND INCREASE WEB USAGE.

THE CORRECT FORMAT FOR SUBTITLES (IF USED)

#GoYou11

ESTABLISH A PROFESSIONAL, ESTABLISH A PROFESSIONAL, CONSISTENT BRAND CONSISTENT BRAND

• Maintain a constant presence in the marketplace through the execution of a statewide umbrella branding campaign.•Statewide university sports media campaign.

•UK/U of L – past 7 years.•Regional universities – WKU (football and basketball), other four-years (basketball only).•Key components:

•TV/radio, onsite promotional opportunities.

RATIONALERATIONALE• UK/UofL athletic programs’ universal and diverse

demographic profiles have the ability to reach the KCTCS tiered target audience of legislators, policy makers, business and political influencers.

• Combined, UK/UofL sports coverage has the ability to reach every area of the state.

• Kentucky does not have professional sports….this increases the power of buying college sports.

• UK/UofL sports’ (football and basketball) seasonality coincides with KCTCS key seasonality.

RATIONALERATIONALE• Allows us to reach our audience at many touch points;

signage at the game, on-field activities, print, radio, tv/cable, pa announcements etc.

• Very few media buys provide this type of coverage.• Sports media is one of few venues left where audiences

watch in real time.

CREATIVECREATIVE

• New TV creative featuring all colleges• http://www.youtube.com/watch?v=TDvohj_M4hE

http://www.youtube.com/watch?v=TDvohj_M4hE

UofL and UK

UofL Football & Basketball ProgramsUK Yearbook

UofL Football Video Wall Feature

UofL Football Ribbon Boards

UofL Men’s and Women’s Basketball Ribbon Boards

Central Ave. Marquee - Papa John’s Cardinal Stadium

ENHANCE OUR DIGITAL ENHANCE OUR DIGITAL COMMUNICATIONS EFFORTSCOMMUNICATIONS EFFORTS

• Develop and execute a social media marketing plan at both the system and colleges that assists in creating a sense of community, enhances internal communications and assists in establishing relations with prospective students/other stakeholders. • Identify audiences/voice for all social media sites. •Develop a social media calendar.•Launch KCTCS on Facebook - Gates Foundation Communities project. •Launch Facebook Tabs for prospective students.•Develop guidelines for social media advertising.

ENHANCE OUR DIGITAL ENHANCE OUR DIGITAL COMMUNICATIONS EFFORTSCOMMUNICATIONS EFFORTS

• Enhance the online marketing and advertising initiatives and tools to support the colleges and the system office with their marketing, recruitment and advertising efforts•Develop plan to market online programs.•Develop a microsite process/tool to allow marketers/recruiters to engage with prospective students.•Develop plan for Google ads- Display Network.•Investigate online advertising opportunities.•Investigate internet radio and TV.

ESTABLISH AN INTEGRATED MARKETING ESTABLISH AN INTEGRATED MARKETING COMMUNICATIONS PROCESS AND PLANCOMMUNICATIONS PROCESS AND PLAN

• Explore the adoption of a Strategic Enrollment Management process at both the system and college level.

• Develop a college integrated communications plan.

ENHANCE THE MARKETING SERVICES ENHANCE THE MARKETING SERVICES AND TOOLS AVAILABLE TO COLLEGESAND TOOLS AVAILABLE TO COLLEGES

• Embrace a strategic approach for campus communications vehicles.•Utilize a POP approach similar to KFC to create a strategic signage/marketing material plan.

• Provide colleges with professional photography/videography that allows them to effectively tell their story.•Conduct fall/spring photo and videography shoots.

COLLEGE PHOTO/VIDEO SHOOTSCOLLEGE PHOTO/VIDEO SHOOTS• Two day college shoots (spring and fall)

•Primary focus – video for recruitment and program videos.•Update success stories.•Update program photos.

COLLEGE PHOTO/VIDEO SHOOTSCOLLEGE PHOTO/VIDEO SHOOTS• Scheduled Dates

•Madisonville – September 3, 4•Owensboro – September 10, 11•Hopkinsville – September 12, 13•Henderson – September 17, 18•Elizabethtown – September 19, 20•Hazard – September 24, 25•Maysville – September 26, 27•Gateway – October 1,2

COLLEGE PHOTO/VIDEO SHOOTSCOLLEGE PHOTO/VIDEO SHOOTS• Scheduled Dates

•Southeast – October 15,16•West Kentucky – October 22,23•Big Sandy – October 29, 30•Ashland – November 5,6

COLLEGE PHOTO/VIDEO SHOOTSCOLLEGE PHOTO/VIDEO SHOOTS• Recruitment Video – general recruitment.

•Goal - Create a recruitment video, specific to each college, which to showcase college pride and encourage students to think of KCTCS as a smart choice to begin their higher education journey.•Key elements:

•Showcase faculty & the care and concern of staff.•Feature technology, quality of labs and instructional capabilities.•Communicate that we provide hands on learning•Feature campus life.•Demonstrate that a prospective student can be a success by attending a KCTCS college•Show that attending a community college is a smart decision

COLLEGE PHOTO/VIDEO SHOOTSCOLLEGE PHOTO/VIDEO SHOOTS• Recruitment Video – general recruitment.

•Targeted Audience – Prospective students.•Creative Theme – A series of opening doors to support higher education begins here. A classroom would flow into a lab into a café into a courtyard into another type of classroom etc. all using a visual of multiple opening doors. •Executional considerations:

•Capable of being shown with or without sound.•Utilize a template that is easy to execute for all colleges.•3 minutes or less.

COLLEGE PHOTO/VIDEO SHOOTSCOLLEGE PHOTO/VIDEO SHOOTS• Recruitment Video – “A Day in the Life” Video.

•Goal: Create two “Day in the Life” student videos for each college as a tool to engage prospective students (one traditional and one non-traditional).•Targeted Audience – Prospective students.•Executional Elements:

• Two students from each will be given a camera to tape a typical day in their life. The video will be edited by the advertising agency.•Videos will be limited to under three minutes.•Videos will be posted on YouTube and a link will be provided on admissions pages and web inquiry forms.

COLLEGE PHOTO/VIDEO SHOOTSCOLLEGE PHOTO/VIDEO SHOOTS• Program Videos.

•Goal: Create a program video, specific to each college, which educates students on what is involved in our high demand/high wage programs. Each college will choose their top 5 programs to feature.•Key Elements:

•Feature standard bookends customized to each college•Be unique to each college•Show faculty/student interaction and instruction•Show our technology, quality of labs and instructional capabilities•Show that we provide hands on learning•Feature equipment, materials, classroom setting.

COLLEGE PHOTO/VIDEO SHOOTSCOLLEGE PHOTO/VIDEO SHOOTS• Program Videos.

•Execution:•Video will be posted on program web pages.

ENHANCE THE MARKETING SERVICES ENHANCE THE MARKETING SERVICES AND TOOLS AVAILABLE TO COLLEGESAND TOOLS AVAILABLE TO COLLEGES

• Create customized college templates for system-wide initiatives.•Update all program brochure templates with new recruitment look including Go You campaign.

EMBRACE A MARKET-RESEARCH EMBRACE A MARKET-RESEARCH APPROACHAPPROACH

• Ensure all marketing and web activities are research-based and designed to meet the needs of customers.

• Ensure that the 2011-12 KCTCS Prospective Student Research Study serves as the foundation for all external marketing activities and plans.

• Develop research tools to assist with executing the new CRM system and the student recruitment funnel.•Develop a research tool to determine why people drop out of enrollment funnel.


• Develop local college market research resources.•Create web-based survey tools.•Develop focus groups guidelines and training.•Create guidelines for conducting market research during college orientations.

• Continue to enhance the mystery shopping program to assist colleges in providing outstanding service to prospective students.


• Conduct both quantitative and qualitative research methods to determine messaging and appropriate communication vehicles for targeted audiences.•Conduct focus groups and individual interviews to fine-tune messaging for key initiatives such as enrollment, general college branding, etc.•Conduct surveys and focus groups to create messaging for college pride.


• Develop and enhance measurement tools to assess the effectiveness of System Office and college marketing/recruiting efforts.•Develop a plan to deliver monthly web analytics and provide analytics training to colleges and support staff. •Create and execute a plan to utilize web analytics for UK/UofL buy. •Create vanity urls and landing pages for cafeteria plan activities to enhance measurement efforts.•Utilize Intelliworks to track system-wide marketing/recruitment campaigns.

SUPPORT THE STUDENT SERVICES SUPPORT THE STUDENT SERVICES INITIATIVEINITIATIVE

• Develop communications plans and materials for Phase II of the call center.

• Integrate call center information in all recruitment materials/vehicles.

DEVELOP AND EXECUTE STRATEGIC DEVELOP AND EXECUTE STRATEGIC RECRUITMENT PLANS AND MATERIALS RECRUITMENT PLANS AND MATERIALS

• Provide colleges with a cafeteria plan that offers direct marketing/recruitment options.

OBJECTIVESOBJECTIVES• Provide universal media components that enable KCTCS

colleges to choose and customize a flexible system-funded option that best suits their local market and target audience.

• Programs should:•Assist colleges with their local direct marketing and recruitment efforts.•Provide options that target both traditional and non-traditional students.•Provide opportunities to engage prospective students.•Allow for tracking/measurement.

2013-14 OPTIONS2013-14 OPTIONS

HomeTeam Marketing

• Targets traditional students in the hard to reach high school athletics market. Extends the reach of college recruiters within the school and demonstrates college/partnership.

• Targets traditional students with high-impact direct response and web engagement tactics.

• High concentration of A18-49 target and provides a bigger than life canvas for advertising.

• Targets both traditional and non-traditional students. Provides a direct response mechanism for recruitment events.

• Targets non-traditional students in an unique community-based manner.

Purl Direct Mal

Cinema Advertising

Facebook Event Ads

Bowling Alley Advertising

HOMETEAM MARKETINGHOMETEAM MARKETING• This program reaches supporters, influencers, fans and

participants in their own backyard.• KCTCS Colleges will receive:

•Signage in gyms and football fields.•PA announcements at all games.•Schedule magnets.•Print ad in program (if available).•Posters in high schools.•Promotional cards.•Onsite visits.•Promotional engagement using unique url/microsite.

HOMETEAM MARKETINGHOMETEAM MARKETING• Fall Sports Cost

•$2,800 (includes PA announcements, field banner and either schedule magnets or in-school posters.

• Winter Sports Campaign•$2,600 (includes PA announcements, banner, program ad (when applicable), schedule magnets or in-school posters.

PURL DIRECT MAILPURL DIRECT MAIL• PURLS make reach, conversion and activation easy by

connecting the recipient mailbox to the inbox and to the web through a personalized web page.

• Participating colleges will receive customized:•Direct mail landing page.•Email follow-up.•Dashhboard tracking.•Prospective student leads flow into Intelliworks for ongoing engagement.•Mailing of viewbook and promotional item to respondents.

PURL DIRECT MAILPURL DIRECT MAIL• Cost - $1,900 per drop (either October or

February/March).

CINEMA ADVERTISINGCINEMA ADVERTISING• Customized cinema advertising spots are interspersed in

pre- show programming featuring locally relevant ‐information, new releases, music, sports, gaming and technology.

• Participating colleges will receive:•:30 spot with localized tag to run in selected theaters over the course of the year with a unique vanity url.•Microsite that encourages prospective students to fill out a web form.•Prospective student leads flow into Intelliworks for ongoing engagement.

FACEBOOK EVENT ADSFACEBOOK EVENT ADS

• Facebook event ads provide an opportunity to promote unique college events such as Open Houses, College Fairs, etc.

• Colleges will receive a two week package to promote one event.

• Ads will allow prospective students to respond to an unique event – Open House, College Fair, etc.

• Cost - $1,200 per event.

BOWLING ALLEY BOWLING ALLEY ADVERTISINGADVERTISING

• Bowling Alley advertising options vary by location but can include floor graphics, banner stands and digital signage.

• All options will include:•An unique vanity url.•Microsite that encourages prospective students to fill out a web form.•Prospective student leads flow into Intelliworks for ongoing engagement.

SUMMARY OF COSTSUMMARY OF COST• HomeTeam per school.

•Fall Sports - $2,800•Winter Sports - $2,600

• PURL Direct Mail (ACT list) - $1,900 per drop• Cinema – Per negotiation• Facebook Event Ads - $1,200 per event• Bowling Alley Ads – Per negotiation.

BUDGET PER COLLEGEBUDGET PER COLLEGE• $10,000.


• Develop a system-wide strategic recruitment program, process and plan.•Work with consultant to develop a strategic recruitment planning template for both the college and system level.•Develop a communications plan/messages/materials for each segment of the recruitment/admissions funnel.


• Rollout Customer Relationship Management (CRM) - Intelliworks tool.•Develop plan and training for Intelliworks CRM.•Work with recruiters to execute plan for using Intelliworks to track/communicate to prospective students.•Develop CRM tools and campaigns to assist colleges in their efforts.•Develop a coordinated student communications calendar.


• Enhance KCTCS recruitment materials including Viewbooks, program brochures, web sites, etc. specific to each targeted audience (traditional students, non-traditional students, diverse populations, etc.).


• Develop an effective, targeted, formal direct mail program for college recruitment efforts.•Create direct mail templates for colleges.•Execute system-wide direct mail/e-campaigns utilizing the ACT, preferred ACT, GED and other lists.


• Develop traditional student marketing/recruitment programs.•Purchase ACT list.•Research and embrace new media/technologies that appeal to this audience.•Investigate gamification to assist in engaging prospective students as part of college recruitment efforts. •Create unique recruitment materials and programs for key influencers – parents, guidance counselors and teachers (both print and online versions).•Create parent materials including brochure and website.•Create guidance counselor materials and website.


• Develop traditional student marketing/recruitment programs, cont.•Develop marketing program to promote dual credit programs.

•Develop branding guidelines and marketing templates to promote dual-credit.•Incorporate dual-credit branding guidelines in all external communications materials including website, recruitment materials, etc. •Develop a marketing and communications program to encourage dual credit students to attend KCTCS colleges – particularly in route to getting a four-year degree.


• Develop non-traditional student marketing/recruitment.•Develop an effective, targeted, formal direct mail program targeted to non-traditional students.

•Develop and execute a direct mail/e-recruitment programs for GED graduates.•Investigate other direct mail lists that target the adult market population.

•Develop web-based, online marketing programs.•Capitalize on the learnings from Learn on Demand to develop an online marketing program for individual academic programs.

•Develop marketing partnerships with workforce related organizations.•Outcome: Investigate possible partnerships with organizations committed to adult educations issues – Dollar General, WalMart, etc.


• Develop non-traditional student marketing/recruitment.•Sponsor Adult Learner College Fairs.

•Expand the Adult Learner College Fairs by partnering with other organizations.

• Develop and execute strategies targeted to diverse, first-generation and low-SES students.•Execute marketing and public relations activities to support the Super Sunday initiative.•Develop recruitment materials/plans to target the Latino population.

•Develop Latino viewbook.•Work with Diversity Peer Team on a Latino outreach event similar to Super Sunday.


• Develop strategies to reach Veterans.•Research best practices to reach Veteran marketing.•Create communication materials/messages for veterans market.

DEVELOP AND EXECUTE MARKETING DEVELOP AND EXECUTE MARKETING STRATEGIES TO PROMOTE THE GO 2 STRATEGIES TO PROMOTE THE GO 2

WORK/HWHD JOBS.WORK/HWHD JOBS.• Create and execute a statewide marketing plan to

promote high wage/high demand jobs.•Profile HWHD student success stories in all communication materials.•Incorporate “job” related messaging in all recruitment materials (better jobs/money).

DEVELOP AND EXECUTE MARKETING DEVELOP AND EXECUTE MARKETING STRATEGIES TO PROMOTE THE STRATEGIES TO PROMOTE THE

GO2TRANSFERGO2TRANSFER• Brand our transfer mission using the Go2Transfer

branding theme.•Create transfer branding guidelines.•Profile transfer student success stories in college recruitment materials/vehicles.•Profile transfer student success stories in all communication vehicles.

ENHANCE THE CONTENT AND ENHANCE THE CONTENT AND USABILITY OF ALL WEB SITES USABILITY OF ALL WEB SITES

• Develop and begin execution of a formal content strategy and maintenance plan for KCTCS.•Complete content owner audit.•Develop ownership and governance plan•Provide content training schedule and support systems training.•Develop content strategy – persona and voice development, research, language development.•Update content.•Develop Search Engine Optimization- keyword strategy.


• Create a digital/web communications vision and plan for both the KCTCS and colleges websites.

• Develop a toolkit of resources for the colleges that could possibly include widgets, social media feeds, event calendars, web forms and surveys, multimedia, integration of social media and third party systems and tools within Sitecore, enhancements to the CMS, development and approval of microsites for specialized purposes and photography/video services.


• Work with student services and recruiters to develop a prospective student web portal.

COMMUNICATIONS TOOLSCOMMUNICATIONS TOOLS

• Communications Matrix• AdPro• Templates• TV/radio spots

2013-14 marketing recruitment plans. 2013-14 marketing/recruitment goals 1. establish a...

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