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QC Marketing Annual Report
2014
T A M I S E I T Z , D I R E C T O R Q C M A R K E T I N G
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Goals from last year...
THINGS WE MADE HAPPEN!
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The People…
…who influence marketing efforts
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QC Marketing Advisory Group
Marcia Lense-KWQC
Randy Jacobs-TAG Marketing
Gary Rowe-WIU-QC Development-retired
Jill Weaver-Modern Woodmen
Susan Seaver-Goetz-WIU Alumna
Val Yazbec-Dispatch/Argus
Ann Walsh-WIU-QC Marketing Faculty
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Supporting WIU-QC Marketing
-to get the word out in the most economical and effective way.
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Goals from last year...
THINGS WE MADE HAPPEN!
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QC River Bandits
QC Sports involvement-sponsoring 5k race and
Little League tournament benefitting scholarships, college nights
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Sponsors with Education
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The Women’s Connection
Sponsorships 2500 +
Shawn Johnson and Jean Chatzky
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New Advertising-Mobile
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New Advertising-Digital
OnMedia
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B-100 Live Remote
RedHot Brian Scott and Cody Tucker
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WQPT
$18,000 promotional underwriting
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Holiday Campaign
NorthPark Mall
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Outdoor Messaging
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Miscellaneous Marketing
Flatsheets
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“Swag” Promo items
Selection, coordination with departments and student groups
Maintain logo/licensing standards
Visual identity guidelines
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“Swag” Promo items
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“Swag” Promo items
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Licensing/Trademarks
What we learned
This NOT This
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Weather Related Closures
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Weather Related Closures
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Program and Event Promotion
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Recognition Presence
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Recognition Presence
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Accompanied by a news release and story
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Photo shoots, set-up, coordination, usage
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Photo shoots, set-up, co-ordination, usage
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WIU-QC Public Events
Posted as flyers
Plasma screens
Facebook posts and Events
Tweets
Web/events
Community Calendars
News releases
Rockenews
Kiosk
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Event promotion
Student group events
Faculty/program
Community
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Can you help me? I have no money…
Social Media
News releases
WIU-QC email blasts
Community Calendars
Media contacts-story pitches
Chamber ad/messaging and coordination
Greater Hispanic Chamber
WQPT-Out and About
TWC
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NABCA
15 minute video to showcase QC’s and WIU-QC
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NABCA Video
Visit Quad Cities-CVB
WQPT-Year in Review
#successtory
WIU-QC :30
What’s Great about WIU-QC
Phase II
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Focus Groups
We hear from our students and make decisions based on feedback
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Viewbook-less of this
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Viewbook-more of this
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QC Viewbook-Silver Collegiate Advertising Awards 2013
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Web
Webmaster Admissions Marketing
-Spotlight-New Photos -Stories/Feature -New Programs
-New Pages
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Facebook-over 1100
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TV-Broadcast, Digital, Mobile, Geo
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QC Joint Higher Ed Marketing Alliance
St. Ambrose University
Augustana
Trinity
EICC
Black Hawk
Palmer
WIU-QC
QC Chamber
Grad Center
Achieve Quad Cities
-branding the QC’s as a “college town/education hub”/Amtrak
-focus groups and research
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Marketing Advisor/Volunteer
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News Media-
-over 49 stories last 9 months-WIU-QC experts, accessible on-cam interviewees
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Diversity Outreach
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CBS4 Hispanic Heritage month sponsor
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#successtory
Andrey Mojica
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Military Appreciation/College Night
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Graduation Celebration
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Graduation Celebration
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WQAD-”The Pledge”
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Marketing Intern-Leah and radio
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Because we do all these things….
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Keep on keepin’ on
Curtis Mayfield
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New Advertising-Mobile
Planning new mobile app
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More permanent sponsorships and physical
presence
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The Cosmos-FOX 18 Sponsor More high end educational program sponsor
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Communication Plan for New Programs
0 5 10
Message
Budget
Implementation
Tracking/ROI
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Licensing/Trademarks
More licensed vendors in the QC area
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Marketing Internships/Grad Assistants -year round
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New Design Concepts
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Campus Opening Celebrations Media $
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Continue Cost Savings $ special sales, remnants, negotiations, discounts etc
$17,412
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In line with the Strategic Plan
All FY Goals/Objectives support the WIU Strategic Plan’s number one goal
University Growth and Recruitment with each item playing a part in our plan to grow enrollment and increase awareness of WIU and our traditions of excellence!
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Keep up with Technology Goals
Continue to research how our students use technology and meet the needs of our recruiting specialists needs as they meet with future students and parents.
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Technology Goals
Mobile and web focused
51.1% of smartphone and tablet users now check their email using only a mobile device.
Video enhancing marketing
60% of network traffic is video
Social media
72% of high school seniors last year researched their prospective colleges on a social media site
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Continue to tell the story
92% of consumers trust recommendations from friends and family above all other forms of advertising
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Budget Request
$92,000 New campus opening
Maintain strategic marketing plan
Increase Outdoor advertising
Publication design
Freshmen enrollment
New program campaigns
Killer video production :30 sec commercial
Program videos
TAG mapping
Funds to brand us as an educational hub
Amtrak marketing
Military targeting
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New Generation of Rocky
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Rocky Graduates!