Transcript College/System Office Brand Assessments

Where Do We Go From Here?
2012-13 Strategic
Marketing/Recruitment Plans
KCTCS 2010-2016 Marketing Goals
Overall goal - To develop an strategic, customerfocused marketing plan and process at both the
System and college level that supports both the
2010-16 KCTCS Strategic Plan and KCTCS
Transformation.
KCTCS 2010-2016 Marketing Goals
• Goal 1: Establish a professional, consistent brand
that resonates with all college stakeholders.
– Strategies/Actions:
• Continue UK/U of L sports media buy - capitalize at the local level.
• Execute recommendations from college brand assessment.
• Reinforce and maintain branding standards – add additional
components
• Identify and tell college stories.
• Develop an internal communications plan to promote college
pride.
KCTCS 2010-2016 Marketing Goals
• Goal 2: Develop a proactive, strategic public
relations strategy that promotes and enhances the
image and reputation of KCTCS.
– Strategies:
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Update college crisis communication plans/blind websites.
Create an annual editorial calendar.
Develop a plan to embrace new media.
Develop and execute a college Super Sunday, Adult College Fair,
Transfer and Transformation public relations plan/effort.
• Foster message of school spirit through observance of Community
College Month.
KCTCS 2010-2016 Marketing Goals
• Goal 2: Develop a proactive, strategic public
relations strategy that promotes and enhances the
image and reputation of KCTCS.
– Strategies:
• Increase the effectiveness and usage of the KNECT system at the
college level.
• Communicate the new e-mail re-direct at the college level.
• Rollout out a college Twitter program.
• Update and enhance Facebook and YouTube efforts by creating a
cross-functional editorial calendar to enhance retention, school
spirit/pride, etc.
KCTCS 2010-2016 Marketing Goals
• Goal: 3. Enhance our online marketing and
communications efforts.
– Strategies:
• Develop and execute a SEO plan at your college - complete
execution of Phase 1 SEO.
• Create a social media team and plan at your college.
• Launch college Twitter program.
• Develop social media editorial calendar for the college.
• Work with web consultant to assess content and usability of
college website.
• Promote mobile application.
• Test Facebook/Twitter advertising.
KCTCS 2010-2016 Marketing Goals
• Goal: 3. Enhance our online marketing and
communications efforts.
– Strategies:
• Create prospective student web forms.
• Create online viewbooks.
KCTCS 2010-2016 Marketing Goals
• Goal 4: Establish a strategic marketing
communications process and plan.
– Strategies:
• Develop an integrated college marketing plan.
• Create an college editorial calendar.
KCTCS 2010-2016 Marketing Goals
• Goal 5: Develop and execute marketing and
communication plans for college-wide programs and
initiatives.
– Strategies:
• Develop and execute marketing plans for the following:
– Learn on Demand.
– Fire Commission.
– Grant-related projects.
KCTCS 2010-2016 Marketing Goals
• Goal 6: Enhance the marketing services and tools
available to support the college’s programs and
services.
– Strategies:
• Execute a college photography shoot that supports the stories
developed for your targeted audiences.
• Establish AdPro as the repository for all marketing materials.
• Conduct college marketing material need assessment.
• Provide training.
• Execute college photo shoots.
KCTCS 2010-2016 Marketing Goals
• Goal 7: Continue to strengthen the perception of the
college’s role in higher education among
policymakers and the thinking/talking public.
– Strategies:
• Execute local public relations plans to support any public advocacy
efforts.
KCTCS 2010-2016 Marketing Goals
• Goal 8: Embrace a market-research approach to
determine customer perceptions, needs and wants.
– Strategies:
• Continue mystery shopping and create a rewards program to
celebrate mystery shopping results.
• Share the results of the 2011 prospective student research study
with campus leadership and others who are responsible for
outreach.
• Utilize the results of the 2011 prospective student research study
to develop marketing plans and programs.
• Utilize 10% of college marketing budget to conduct local research.
• Select one marketing effort to measure during the 2012-13
academic year.
• Conduct a web usage study.
KCTCS 2010-2016 Marketing Goals
• Goal 9: Assist the college in the development of a
comprehensive outsourced student services delivery
model that provides a seamless, scalable, virtual
24/7/365 student services call center help desk for
current and prospective students.
– Strategies:
• Execute a communications and marketing program for Phase I of
the call center at the local college.
• Create a system/process to track and follow-up with prospective
students who express interest via web form.
• Execute a communications plan for the Phase II rollout at the
college.
KCTCS 2010-2016 Marketing Goals
• Goal 10: Communicate and promote financial aid
and scholarship programs to assist prospective and
current students with obtaining the assistance they
need to receive an affordable education.
– Strategies:
• Enhance financial aid information in Viewbooks.
• Enhance Financial Aid brochure.
KCTCS 2010-2016 Marketing Goals
• Goal 11: Develop and execute strategic recruitment
programs and materials for prospective students.
– Strategies:
• Work with college recruiters to create effective marketing and
communications plans/materials including enhancing Viewbook
and developing materials for guidance counselors and parents.
• Work with college marketing teams to incorporate identified
college stories in all recruitment materials.
• Offer recruiters a “cafeteria plan” of direct recruitment programs.
• Work with recruiters on a direct mail program to use the ACT list.
• Develop and execute public relations activities to support the
Super Sunday initiative.
KCTCS 2010-2016 Marketing Goals
• Goal 11: Develop and execute strategic recruitment
programs and materials for prospective students.
– Strategies:
• Work with recruiters/others responsible for dual-credit on
communications plans/materials.
• Develop and execute public relations/recruitment activities to
support the Adult College Fairs.
• Embrace SEO, SEM and other online marketing efforts at the local
level. (see goal 3)
• Develop both system-wide and college specific recruitment
TV/radio and print ads.
KCTCS 2010-2016 Marketing Goals
• Goal 12: Develop and execute marketing strategies
to promote the Go 2 Work/HWHD Jobs.
– Strategies:
• Identify HWHD student profiles.
• Incorporate the GoYou/Go2Work branding guidelines in all college
recruitment materials.
• Develop materials/marketing support for Workforce Solutions.
KCTCS 2010-2016 Marketing Goals
• Goal 13: Create an internal marketing plan to
increase the retention of our students.
– Strategies:
• Create and execute Twitter program.
• Create a college pride/spirit program to foster a sense of
community.
KCTCS 2010-2016 Marketing Goals
• Goal 14: Develop and execute marketing strategies
to promote the Go2Transfer program.
– Strategies:
• Rollout the GoYou/Go2Transfer branding standards at your college.
• Execute marketing/public relations effort to support the
Foundations of Excellence transfer initiative.
• Work with local public universities to develop joint marketing
activities – UK Transfer Event, MSU Event, etc.
KCTCS 2010-2016 Marketing Goals
• Goal 15: Develop and execute marketing and
communications plans to support KCTCS
Transformation.
– Strategies:
• Assist Transformation Communication Manager with the
development of local communications plan.
• Assist Transformation Communication Managers with the use of
the toolkit on an on-going basis to share consistent messaging
about Transformation.
• Identify effective Transformation communication tools.
• Assist Transformation Communication Managers with faculty/staff
orientations and listening tours.
KCTCS Prospective Student
Research
Research Design
• A Comprehensive Market Analysis
• 800 Older Prospects, 19-54 with no college degree and not
currently enrolled in postsecondary education
(Telephone/online)
• 740 Younger Prospects, junior & senior high school students
(Telephone)
• 350 Parents of high school students (Telephone)
• 320 Teachers & Counselors (On-line)
• Eight (8) Focus Groups
(“At Risk Students”, minority & rural)
- Louisville
- Hazard
- Hopkinsville
- Somerset
Brand Assessment
Rationale
2011 Prospective Student Research Study
RECOMMENDATION
Optimize the growing brand awareness and positive
image of KCTCS by integrating it with a strong college
brand development program to enhance imagery and
knowledge among traditional and nontraditional
prospects alike. We recommend KCTCS conduct a
brand audit at all colleges.
Horizon Insight
Rationale
• Execution of the Transformation Initiatives will
rely on a strong branding/messaging
foundation at both the system and college
level.
• Fundamental to any future marketing efforts is
a comprehensive, consistent and professional
communications efforts.
GOALS
• Assess the adoption of the new branding guide
policies
• Assist the colleges and system office in determining
the consistency and effectiveness of the messages
currently being communicated to all stakeholders
(primarily prospective students, workforce partners, donors)
• Assess current marketing resources and needs.
• Determine the extent and effectiveness of college
integrated communication efforts
Assessment Process
PHASE 1
– Branding Questionnaire – each
college/system PR Director will fill out a
questionnaire regarding their general
branding/marketing efforts.
• Marketing Plans/Materials – each
college/system PR Director will submit
marketing plan and samples of external
communications materials.
PHASE 2:
Assessment Process
• College/System Office Onsite Brand
Assessments
A Stamats team conducted a one-day visit to
each college and the System Office that
consisted of meeting with the college
president along with group meetings with
faculty, college leadership, recruiters,
integrated marketing teams, etc.
PHASE 3:
Assessment Process
• College/System Office Brand Assessments
Reports
A Stamats team conducted a one-day visit to
each college and the System Office that
consisted of meeting with the college
president along with group meetings with
faculty, college leadership, recruiters,
integrated marketing teams, etc.
SYSTEM MARKETING
FINDINGS
SO PR/MARKETING TEAM STRENGTHS
•High Quality Deliverables
•Regular market research
•Integrated marketing plans
•Detailed budgets
•Professionally designed communication tools
• Internal offices feel well-served by the team
•Super Sunday
•Telling Our Story workshops
SO PR/MARKETING TEAM CHALLENGES
•Materials designed by SO not as functional as needed
•Lack of appropriate tools
•Recruiting materials should be more local and differentiate the colleges
•Lack of education in design tools
•Current recruitment designs overly busy
•Web sites are not easily navigable
•Lack of window envelopes cause additional expense
•Learn by Term/Demand is misunderstood and undervalued
•KCTCS designs too traditional-student focused
•Not enough resources for Workforce Solutions
•Lack of graphic design resources
RECOMMENDATIONS
• Report back to the colleges and leadership on this assessment
• Next Steps: results presented to SO leadership team and PLT
• Next Steps: results presented to PR/Marketing team
• Do a time usage study on the design team
• Next Steps: time usage study completed
• Next Steps: evaluate results and adjust responsibilities
• Next Steps: submit SNA for production assistant
• Nest Steps: outsource more graphic design work
• Streamline Today’s News
• Next Steps: continue to work with web to develop more robust
intranet
• More fully integrate Go You! campaign
RECOMMENDATIONS
• Revise the UK/UL advertising to promote local colleges as system
members
• Next Steps: develop new TV/Radio spots
• Next Steps: present concepts to PR Team at this meeting
• Reconsider the approach to internal and external marketing
• Next Steps: Do extensive functionality research/survey with
member colleges before creating new designs or campaigns
• Next Steps: Work with teams of users to develop materials that
would be most useful (recruitment materials team)
• Re-purpose or re-format the Peer Team meetings
• Next Steps: add more professional development topics to
meetings
RECOMMENDATIONS
• Prioritize Workforce Solutions
• Next Steps: Create a team of Workforce coordinators to develop
materials and resources
• Create a premier marketing organization structure
• Next Steps: Create team of presidents to develop premier
marketing structure needed to support KCTCS Transformation
• Next Steps: Provide more graphic design support via outsourcing
• Standardize College PR Team Resources
• Next Steps: Provide marketing planning support and training
• Enhance Viewbooks
New TV/Radio Spots
2012-13 MARKETING CALENDAR
August
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Graduate Photo Shoot
New TV/Radio Production
Print Viewbooks
Finalize Media Buy
Select Cafeteria Plan
Launch College Twitter Programs
Produce Updated Branding Materials
Purchase ACT List
August
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Create Prospective Student Web Form
Conduct Intelliworks Training
Conduct Web Usage Study/Web Assessment
Create College Editorial Calendar Tools
September
• College Photo Shoots
– Sept 4-6 Big Sandy
– Sept 11-13 Owensboro
– Sept 18-20 Somerset
• UK/U of L Sports Campaign Begins
– September 2: U of L featured game (UK vs. U of L)
– September 8: U of K featured game (Kent State)
• UK/KCTCS Transfer Event
• PR Retreat – September 25 - 27
September
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SEO
Launch I-High Test
Mystery Shopping
Launch Web Form/Intelliworks
Launch Online Viewbooks
Conduct College Marketing
Resource/Capability Assessment
October
• UK/U of L Sports Campaign
• College Photo Shoots
– Oct 2-4 Southeast
– Oct 16-18 Elizabethtown
– Oct 23-25 Bluegrass
– Oct 29-31 West Kentucky
• I-High Test
• Launch Facebook/Twitter Ad Test
• PURL Direct Mail
October
• Prospective Student Web Form/Intelliworks
• Begin Development of Guidance
Counselor/Parent Materials
• GO KCTCS Student Service Center Launch
• Launch Cafeteria Plan
November
• UK/U of L Sports Campaign
• College Photo Shoots
– Nov. 7 – 9: Hopkinsville
– Nov. 13 – 15: Ashland
• I-High Test
• Facebook/Twitter Ad Test
• Prospective Student Web Form/Intelliworks
December
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UK/U of L Sports Campaign
I-High Test
Facebook/Twitter Ad Test
Launch HomeTeam Marketing
Prospective Student Web Form/Intelliworks
Complete SEO – Phase I
January
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UK/U of L Sports Campaign
Cafeteria Plan
I-High Test
Facebook/Twitter Ad Test
HomeTeam Marketing
Mystery Shopping
Prospective Student Web Form/Intelliworks
Super Sunday Material Production
February
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UK/U of L Sports Campaign
Super Sunday – February 24
Featured UK/U of L Basketball Games
Cafeteria Plan
I-High Test
Facebook/Twitter Ad Test
HomeTeam Marketing
Prospective Student Web Form/Intelliworks
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March
UK/U of L Sports Campaign
Cafeteria Plan
I-High Test
Facebook/Twitter Ad Test
HomeTeam Marketing
Mystery Shopping
Prospective Student Web Form/Intelliworks
March
• Complete Guidance Counselor/Parent
Materials
• Launch GO KCTCS Student Service Center
April
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Cafeteria Plan
I-High Test
Facebook/Twitter Ad Test
HomeTeam Marketing
Prospective Student Web Form/Intelliworks
Begin 2013-14 Viewbook Development
Community College Month Celebration
Adult College Fairs (?)
May
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Cafeteria Plan
Facebook/Twitter Ad Test
Prospective Student Web Form/Intelliworks
Viewbook Development
June
• Viewbook Development
• Prospective Student Web Form/Intelliworks