Transcript Marketing: Bachelor`s Degrees Launch Plans

Bachelor of Applied Science in
Supply Chain Management
&
Bachelor of Science in Information
Systems Technology
Fall 2014 Launch
Background
• The Supply Chain Management degree is
designed to provide knowledge of the supply
chain, while exploring logistics, regulatory
issues, change and inventory management,
forecasting, resource allocation, production
planning and other functions basic to
business.
• Graduates with this degree will find
employment in a broad spectrum of
occupational specialties within the supply
chain, logistics and transportation fields.
Background
• The Information Systems Technology
degree will prepare professionals with
systems management and development
expertise. Students will graduate with the
critical skills and knowledge to support the
design, planning and management of
information infrastructures and resources
within diverse organizational settings.
Media Strategies
• Miami Dade College will develop
marketing collaterals, external and internal
email marketing, on-campus plasma
screens, social media and media relations
efforts to serve as vehicles to raise
awareness, increase enrollment and
launch the Bachelor of Applied Science
in Supply Chain Management and
Bachelor of Science in Information
Systems Technology.
Creative Tactics
– Feature messaging on the program’s
affordability, accessibility, flexibility and
credibility.
– Feature key messaging on taking classes
around your busy schedule online, on
weekends and at night at multiple locations
and campuses.
– Inform students of the financial gains and
rewards from completing these programs..
Marketing Collaterals
Marketing Collaterals
• Brochure
– Create a brochure for each program that is
brand compliant with College messaging
colors, fonts and images.
– This brochure will be used at events, kiosks
and display racks to inform students of the
program and its requirements.
• This brochure can also be used as a direct mail
piece.
Marketing Collaterals
• Posters, flyers and palm cards
– Each program will have its own version of a
poster, flyer and palm card to display on key
sites to generate traffic into the programs.
Email Marketing
External Email Marketing
– Supply Chain Management Target Audience:
• Employees working in the Miami International Airport, Port of Miami
and the cargo industries without an upper-level college degree.
• Mid-level managers and upper-level staff working in the cargo
industries.
– Information Systems Target Audience:
• People interested in computers, computer programming, information
systems, management information systems, computer relationship
management (CRM), databases and video games.
• Quantity:
50,000
• Geo-Target:
Miami-Dade
• Blast Price:
$2,000 / Blast
*External blasts approximately cost $1,000 for every 25,000
contacts
– Both blasts will be distributed to Parents of college-bound high school
seniors, College-bound seniors and adults 18-45 with no college degree
OR interested in continued education in Dade County OR Career
Development / Career Change.
Internal Email Marketing
• E-blast current students who meet the
criteria for admission into these programs.
*Registration dept. would help pull this list.
Site and Search Retargeting
Site and Search Retargeting
• Site and search re-targeting spans across 14 different
online exchanges and networks.
• Site re-targeting speaks specifically to individuals who
have accessed the BAS in Supply Chain Management
and the BAS in Information Systems Technology
websites.
– Once they make the initial contact, display ads
continue to follow the user as they surf the web.
– The search re-targeting piece will display ads to users
who are specifically searching for services,
competitors and/or topics related to the School of
Business.
Site and Search Retargeting
• Because its patented technology, the
reporting is much more granular.
– For search re-targeting, you can see each
keyword, each site and each impression that
was served on an individual level.
• 728x90/300x250/160x600 - 1,428,571
impressions
• Budget: $10,000 Net
Social Media
Facebook
• Promote messaging on Facebook.
• Dates TBD.
• Budget TBD.
On-Campus Marketing Activity
Plasma Screens
• Each program will be promoted on all campus
plasma screens College-wide announcing the
launch of these bachelor’s degrees.
• Dates TBD.
• $0
MDC Enrollment Drives
• Marketing efforts for the Bachelor of Applied
Science in Supply Chain Management &
Bachelor of Science in Information Systems
Technology will eventually be folded into the
larger enrollment marketing plans which take
place annually at the beginning of the Spring,
Summer and Fall semesters as well as the
Spring and Fall mini-term semesters.
– These plans include TV, radio, online, print,
mobile marketing, email marketing, social media
and on-campus signage marketing activity.
Media Relations
Media Relations
• Pitch the new BAS degrees to the media for
prominent and significant earned media
placements in print, online and broadcast
media outlets.