Normandale Marketing Communications Plan Matthew Crawford, Dean of Enrollment and Marketing 2/23/2012

Transcription

1 Normandale Marketing Communications Plan Matthew Crawford, Dean of Enrollment and Marketing 2/23/2012 The Marketing Communications Plan outlines the strategy for marketing visibility of the college.

2 Introduction The intent of the Normandale Community College Marketing Communications Plan is to support the mission of the college, its efforts in targeted enrollments and the image of the college in the community. The plan aims to increase the visibility of Normandale s brand, academic offerings and services to targeted groups. The college is known for its academic excellence and for being a great value to students and industry 1. Normandale offers a variety of academic and training programs, and also has a student body that is diverse in ethnic, age and educational backgrounds. Therefore, the marketing communications plan intent is to focus in two specific directions; 1) get the brand messaging to the greater community 2) target marketing efforts that support the goals of the enrollment plan. This document is meant to summarize strategic efforts to accomplish these two efforts to market the college. Primary Audiences Normandale s primary student markets are between the ages of and The majority of the college s students come from an 11 mile radius from campus. Those residents predominately live in south Minneapolis and along the borders of Richfield, Edina, Hopkins and Minnetonka and St Louis Park 2. Also, the majority of incoming fall students are traditional students; those students that have recently left high school. The feeder high schools, those schools which send us the greatest number of students consistently, mirror the draw by city demographics. The percentage of draw by graduating class ranges from John F. Kennedy High School at 20.6% to Eagan High School at 2.6%. Within the academic year, the majority of students are transfer students. About a third of all our new transfer students are reverse transfers, those students that started at a four-year institution and transferred to Normandale prior to completing their degree at their previous institution. Their high schools of origin mirror our feeder schools. Therefore, our primary audience is local and either projected or recent graduates from our feeder school system. Special Target Audiences Although the special target audiences are not as large as the primary, they are identified in the enrollment plan as key strategic groups to reach. Those special target audiences we are trying to reach include: 1) students of color 2) non-traditional adults interested in career and technical education. The demographics of the college s service area are changing. The increasing percentage of high school graduates are students of color, which has made recruitment and retention for students of color an enrollment goal 3. The adult audience is also one of the primary targets due to number of key factors. Those include; the development of the Academic Partnership Center, the need to increase adult enrollments in career and technical programs and 30:1 ratio of adults without college 1 Appendix I Brand Identity 2 Appendix II Primary Audiences 3 Appendix IV - Projected Changes in Graduation Rates and Diversity 1

3 degrees in our service area, compared to recent high school graduates 4. Standard branding efforts will likely reach these markets, but specific messaging in targeted outlets will maximize impressions. Media Strategies The media strategies were selected in consultation with Midwest Marketing Inc. to reach our selected audience with the maximum exposure for the budget of $100, annually. This was done in the condensed time frame of spring and summer leading into fall term. The strategies include bus king, mall cling, billboard, media and web placement of advertisements. The advertisements were divided into the following three areas: Out of Home Provides high reach potential that builds quickly Gives the college an extremely cost efficient method based on large numbers of people reached Can be geographically targeted Reaches an audience that may be difficult to influence by other traditional mediums Print Provides efficient reach of selected and targeted audience Gives the college an opportunity for repeat ad exposure Allows for more detailed copy/messages Interactive Reaches a relevant audience Generates awareness Allows for performance measurement Provides in campaign opportunities to optimize 4 Appendix V - Adults by County Without College Degree 2

4 Marketing Communication Goals / Strategies / Action Plans Goal One - Increase the visibility of Normandale s brand of education excellence at a great value. Strategy Brand visibility messaging throughout the south, south west and west corridors of the Out of $12,000 Twin Cities via bus kings. Home Strategy Brand visibility in key shopping areas, Eden Prairie and Ridgedale Malls, by influencers Out of $18,900 April through June and stakeholders via door clings. Home Strategy Brand visibility in local Cub stores at checkout counters in an effort to reach influencers. Out of $3,900 Mid April through Mid-July. Home Strategy Reaching stakeholders and portal to Normandale web site via Facebook. $1,680 Strategy Advertising reaching local stakeholders on online sites. $4,800 Strategy Search Engine Marketing reaching stakeholders and influencers. $2,625 Goal Two - Increase the visibility of Normandale s brand to the students of color, highlighting the inclusive and diverse college environment. Strategy Brand visibility messaging throughout the south, south west and west corridors of the Out of $6,000 Twin Cities via bus kings with a diverse selection of students representing Normandale. Home Strategy - Reaching Latino influencers in nine Latino liturgical publication at churches that offer Spanish Print $4,394 April through June Masses Strategy MN Spokesman-Recorder, an African American newspaper, reaching influencers. Print $4,000 January, February, May, June Strategy el Directorio, a local Spanish directory Print $1,100 Annual 3

5 Strategy La Voz Latina, a local Spanish newspaper. Print Strategy Insight News, an online African American new journal Print Strategy La Prensa de Minnesota, a Spanish online news and community journal. Strategy Vida y Sabor, an online Latino entertainment journal Strategy Reaching stakeholders and portal to Normandale web site via Facebook with a diverse selection of students representing Normandale.. Strategy Radio Rey, a local Spanish radio station reaching Influencers and stakeholders Radio $960 $600 $800 $800 $840 $800 April through June May through June April through June Late April to Early July Late April to Early July Goal Three - Increase visibility of Normandale s brand to non-traditional adult students as a point of access to achieve their educational goals of career and technical degree programs. Strategy Brand visibility messaging throughout the south, south west and west corridors of the Out of $6,000 Twin Cities via bus kings with representation from a Home non-traditional student. Strategy Brand visibility in local Cub stores at checkout counters with non-traditional student Out of $5,850 Mid April through Mid-July. representation for Normandale. Home Strategy Reaching stakeholders and portal to Normandale web site via Facebook with nontraditional $1,680 student representation for Normandale. Strategy Advertising reaching local stakeholders on online sites. $3,200 Strategy Search Engine Marketing reaching stakeholders and influencers. $875 4

6 Appendix I - Brand Identity, Messaging and Position Statement Normandale s Brand Promise Normandale Community College is a gateway to personal and academic achievement for students with a passion for learning and a commitment to excellence. The diverse student body, welcoming environment and deeply engaged faculty produce a rich educational experience that builds a framework for future success. Message and Position Statement Normandale Community College serves a large variety of students by age, ethnicity, religious belief, educational level and goals. The branding study identified that the students and community members believe Normandale to have excellent teaching standards while offering an affordable education. The message of the college needs to be more than representational of the variety of students, and needed to affirm the variety of our students. I am Normandale was selected as the message and the position statement of Excellence. Affordable quality. Normandale. The message I am Normandale has been modified for micro campaigns, such as the summer 2011 Career and Technical Education promotion, to I am Prepared. The messaging needs to be verified for effectiveness in the Students of Color and Adult Learners campaigns. Focus groups will be scheduled with different students clubs that are representative of students of color. Also, focus and surveys will be done on adult learners in evening and weekend classes. In addition to messaging, media preference will also be gathered for verification of media advertising outlets. 5

7 Appendix II - Primary Audiences Incoming Fall Students by City Total City Students Bloomington 412 Minneapolis 265 Burnsville 220 Eden Prairie 194 Shakopee 163 Lakeville 130 Prior Lake 117 Savage 114 Eagan 105 Richfield 104 Minnetonka 100 Chaska 91 Apple Valley 90 Edina 87 Plymouth 80 Chanhassen 65 St Louis Park 45 St Paul 45 Hopkins 44 Jordan 42 Rosemount 32 Excelsior 29 Farmington 29 New Prague 27 Waconia 24 Taken from Mastermine report of Fall 2011 incoming class with cities of 20 or greater students Top Feeder High Schools High School Burnsville Senior HS John F Kennedy HS Thomas Jefferson HS Prior Lake HS Chaska HS Eden Prairie HS Minnetonka HS Richfield HS Shakopee HS Apple Valley HS Hopkins HS Edina HS Lakeville North HS Lakeville South HS Eastview HS Wayzata HS Eagan HS Orono HS Waconia HS Robbinsdale Cooper HS Saint Louis Park HS Mound Westonka HS Rosemount HS Robbinsdale Armstrong HS New Prague HS Incoming Fall Students by Enrollment Type Student Type Total Students Traditional 1,268 Transfer 999 PSEO 532 Non Degree 321 Concurrent 85 International 16 Taken from Mastermine report of Fall 2011 incoming class 6

8 Appendix III Ethnic and Age Unknown 2% Ethnic Native American 1% Pacific Islander 0% Asian 8% Latino 4% Black 12% White 73% Percent of Age Range of Normandale Incoming Fall 2011 Class Age Range 1% 4% 3% 2% 2% 13% 7% 30% % 7

9 Appendix IV Projected Changes in Graduation Rates and Diversity Feeder School Graduating Class Demographics Comparison to 2010 Graduating Class Class of 2011 Class of 2012 Class of 2013 Class of White Graduates Students Color Latino Appendix V Adults Without College Degree by County Total Adults by County With High School Degree or Some College: Hennepin 312,910 Carver 23,839 Scott 37,278 Total = 374,027* Total Graduating Class from Feeder Schools = 10,220 in 2011 *Factfinder.census.gov -> Main -> Data Sets -> Geography -> Tables -> Results -> Place -> Minnesota -> County 8

10 10

11 11