Media Plan:

#FlaglerWorks because #FlaglerCares

Media Objectives:• Expand Flagler’s brand awareness• Increase enrollment by 35%• Establish a TCC to FCT program• Increase Flagler Pride amongst students• Track progress with surveys and Google Analytics

Google Forms Survery

Target Audience: Demographics• Age: 20-45• TCC Students: over 14,000 students currently enrolled• Working individuals that want to finish their degree• High school students (For awareness)• FSU and FAMU students that didn’t meet the requirements• Community college students in surrounding areas

Target Audience: PsychographicsNon-Traditional students:• Determined to finish their schooling• Set on their goals• Hardworking but haven’t had the time for school• Built a career first• Want to expand their knowledge and skill set

Target Audience: PsychographicsTraditional Students:• Care about the quality of their degree• Work better in smaller classes• Wants to deal with a staff that care about their success• Working through college, so night classes are a benefit• Do not want student loan debt

S.W.O.T•Low cost, FRAG Grant•Small class sizes•Structured scheduling•Cohort Relationship

Strengths

•Limited degrees•Not enough people know about Flagler•Spring drought•Room issues

Weaknesses

•Close knit community, good WOM•On TCC’s campus, utilize their resources•Piggy-back the giants, FSU requirements

Opportunities

•Big name universities, FSU and F&M•Other university partners•Staffing

Threats

Competitive Analysis: Pros•Prestigious school•Over 32,000 students•Research Program•Nationally recognized football program•96 on “Best Colleges is Universities”

FSU

•Diverse- over 70 different countries•Around 10,000 students currently enrolled•One of the best nursing and musical programs

FAMU

•Different array of programs•On TCC’s Campus•Barry offers Masters degrees•Have structured scheduling as well•Different forms of education

University Partners

Competitive Analysis: Cons•Large class sizes, over 16% wit 50 or more sudents•Mostly lecture based classes•One in a Thousand•Hard to get ahold of the staffing•Parking and finding classes is miserable

FSU

•Mainly larger Class sizes, but they do have smaller options•One in a thousand•Specialized in certain degrees, might not get the same education•Un-organized student counseling

FAMU

•Limited classes•Not well-known•No athletic program•No musical programs

University Partners

Competitive Analysis: Media•Fsu Tv•Commercials on local TV•Instagram, twitter, LinkedIn, and YouTube•Over 70,000 likes/followers•#GoNoles, #FSView, etc.•Community events and flyers

FSU

•A&M Magazine•“FAMU taught me”•“Discover FAMU”•Student based: 90.5 radio station, “Journey” magazine and FAMU TV•Hashtags- #Fangup #FAMUNOW #RattlersAreEverywhere

FAMU

•Flyers•Mobil banners•Free standing sandwich boards•YouTube Videos•Social media (Mostly Facebook)

University Partners

Barry Advertisement

FSU Instagram

“FAMU Taught Me” Campaign

Media Strategy• TV, radio ads, flyers, and social media• Utilize Cumulus station for diversity• 2X4 radio event- Chalk walkway• TV commercial- 20% Spring, 30%Summer, 50% Fall• 2 major posts every two weeks- Flagler Cares content• Build rapport with students• Flyers will be posted throughout high schools, colleges, and other

workforce venues in the Tallahassee region

Media Rational• “Flagler Works…Because Flagler Cares” • Builds a idea of what makes Flagler work• Builds pride and relationships between staff and student• Would reach a larger audience around the Big Bend

region• Radio- Captures diversity, attract the working individuals• Social Media- We can track success, choose best method

#Flaglercares

Media Tactics• Commercial- FOX, ABC, and WCTV• Radio- Regular radio ads will run on all 5 stations • Radio Timing: 7-9 AM, 1-3 PM, and 10-12 PM (To capture all our

target audience members)• 2X4 radio event- 2 radio stations for 4 days• Social Media- Flaglercares testimonials, class room visits, and

student interviews (Along with the regular calendar content)

Content Calendar

Content Calendar

#FlaglerCares Testimonial

Budget of Media Plan: $15,000

Social Media Radio Event Food/Catering Local Comm. Aired 3 times on WXTL Pens Lanyards Flyers Chalk Radio Ads (32 through 4 stations)

Successful Campaign• 35% higher enrollment rate• At least 50 people at each radio event• Increase in engagement on social media by 10%• Receiving 10% more students from different universities and non-

traditional places

References• http://famunews.com/famu-taught-me-series/• http://colleges.usnews.rankingsandreviews.com/best-colleges/famu-1

480• http://www.fsu.edu/• http://colleges.usnews.rankingsandreviews.com/best-colleges/fsu-14

89• https://www.tcc.fl.edu/Current/UniversityPartners/Pages/default.asp

x• Cumulus Station Interview• Presentation from Dr. Parks