Executive Summary. University of Hawai i Community Colleges Integrated Public Relations and Marketing Plan

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1 Executive Summary University of Hawai i Community Colleges Integrated Public Relations and Marketing Plan Market Overview UH Institutional Research Office projected UHCC student enrollment to increase very slowly through 2012, an annual average rate of about 0.5%. - Little growth over first-time freshmen may be anticipated. - Going rate of public high school students into UHCCs has been about 22.5% to 23%. - First-time students from U.S. mainland and foreign countries may increase moderately. - Transfer and returning enrollment shows greater growth potential. - Increases in tuition rates go into effect Fall 2006, which may have an impact on UHCC enrollment. - Hawaii s economy remains robust and unemployment rates continue to remain low. Lingering misconceptions of the community colleges continue to penetrate our marketplace. - Hawaii students over estimate the cost of in-state 2-year college tuition by over 7 times; parents over estimate by over 17 times. - Hawaii residents (51%) feel that a college education is helpful but not a requirement in today s job market percent of respondents in a national survey said quality of instruction was either important or very important to them in selecting a college, yet only 2.88 percent indicated that this was a reason people would attend a community college. - Perception that an associate s degree provides a low-end education and the belief that a four-year degree means greater pay were top reasons why someone wouldn t choose to attend a community college. [Sources: GEAR UP Hawaii survey; Omnitrak for Hawaii Business Roundtable and Pacific Resource Partnership survey; Sandra Golden & Associates national survey on community colleges.] Integrated Public Relations and Marketing Plan 1

2 Goal Our goal is to increase awareness of the University of Hawaii System of community colleges that offer students more choices, more access and more opportunities. Objectives - Improve the perception that the UH Community Colleges are quality institutions offering students value and opportunity for their educational dollar. - Increase the community colleges total enrollment by 5% each year, for the next three years. This plan also focuses on increasing donor and community support, as well as building relationships with all internal and external constituencies. Audience Primary Audience: Hawai i Residents In light of available market data and internal statistical data, the primary target has been segmented into three main audiences with sub-groups. 1. Individuals, ages 16 to 25 (promote undergraduate, liberal arts, transfer and career/technical training programs) Sub-group A: All high school students, juniors and seniors Sub-group A-1 High achievers, honor students (promote Running Start, early admission programs, liberal arts transfer programs) Sub-group A-2 Academy or career pathway students (promote career/technical programs) Sub-group B: Non-traditional students who have been out of school for a few years but want to return to complete their education. 2. Individuals, ages 26 to 54 (promote undergraduate, liberal arts, transfer and career/technical training programs) Sub-group A: Working adults looking to either change careers or enhance skills Sub-group B: Adults with a baccalaureate degree looking to change careers with hands-on training. 3. Individuals, 55 and older (promote liberal arts and noncredit programs) Subgroup A: Working older adults preparing for retirement and considering a second career. Subgroup B: Retirees wanting to pursue a passion or feed a curiosity. Integrated Public Relations and Marketing Plan 2

3 Secondary Audience: Influencers of prospective students 1. Parents 2. Friends 3. Counselors 4. Employers Tertiary Audience: 1. Media 2. Analysts 3. Experts Overall Strategy Utilize new technologies and the Internet to capture the attention of our targeted market groups and bridge the unique, diverse campuses as a system of community colleges. Strategy 1: Image Building Convert swing residents, those who were somewhat positive about UHCC, to become more positive toward UHCC. Action 1: Conduct an internal campaign to encourage faculty/staff/administrators to purposefully seek recognition for their outstanding programs, services, students, etc. from third party organizations. Action 2: Establish a UHCC Speaker s Bureau comprised of Chancellors, CC faculty and other experts to speak at monthly meetings of the Rotary Clubs, Chambers of Commerce, neighborhood and business associations, community groups, schools and other outreach opportunities. Action 3: Compile a list and brief descriptions of all UH Community Colleges community/ business/university partnerships by individual campuses and/or collectively as a system of community colleges. Use this information to promote the CCs through various communications. Action 4: Research and compile student success stories and testimonials for distribution to media outlets or publishing on Websites, college catalogs, newsletters and other communications. Integrated Public Relations and Marketing Plan 3

4 Action 5: Research and compile a list of influencers, experts, media and analysts that may have an impact on our target audience s decision-making process in choosing a college. Action 6: Research, review and compile any Websites that contain information about your college, such as college search sites. Make sure the information is up-to-date and accurate. Strategy B: Viral (Internet) Marketing Drive target audience to UHCC marketing Website by developing a message that would encourage users to forward it to their friends. Action 1: Develop and maintain a very interactive, cool UHCC Website to host information targeted to prospective audiences. Action 2: Develop an online game/song/video, activities and information that people would find cool, fun and interesting enough to pass it along to their friends and colleagues. Action 3: Develop and monitor blogs that are written and maintained by current students, incoming students, faculty, or staff to engage prospective students or parents through two-way communication. Action 4: Develop microsites to align with T, print and ad campaigns to reach targeted audience, creating a seamless online experience. Microsites are more than just a landing page. A microsite, if used to its full potential, can: Provide a myriad of marketing opportunities; Be a doorway for search engines; Integrate traditional marketing campaigns; Or, a targeted site for specific college programs and/or services. Examples of ad campaigns utilizing microsites and viral marketing tactics. Life Takes Visa Campaign launched during the 2006 Winter Olympics. [Source: Integrated Public Relations and Marketing Plan 4

5 Strategy C: Advertising Campaign Persuade and/or influence our targeted audience to choose the community colleges as their entry to higher education. Action 1: Interactive Cable Advertising Draw viewers to access more information about the community colleges through Oceanic Time Warner Cable s interactive digital component or by having viewers log on to our Website. Action 2: Co-marketing Advertising Build consistent presence for the Community Colleges while aligning ourselves with respected, top-brand corporations or associations. Action 3: Pay-per-click advertising Increase traffic flow to UHCC Website and individual community college Websites by purchasing pay-per-click or registering key words with search engines. Strategy D: Distribution of community college information Prepare and distribute printed UH Community Colleges information to build awareness and increase visibility. Action 1: Brochures Produce and distribute brochures that are appropriate for different segments of our audience. Action 2: Annual Report Produce and distribute an annual report of the UH Community Colleges that contains a systemwide highlights, points of pride, data and facts. Action 3: Advertising Specialties Produce and distribute various advertising specialty giveaways that contain quick and easy information about the community colleges (i.e., Website, list of colleges, etc.) Action 4: Public Relations Kit Prepare a packet of information to be distributed at marketing and public relations media events. Action 5: Marketing Kit Prepare a marketing kit that contains an easy to install, highly visible, compact exhibition display for point-of-contact distribution of informational materials. Integrated Public Relations and Marketing Plan 5

6 Evaluation and Assessment We propose to evaluate and assess the effectiveness of each of the above marketing actions by utilizing various methods on a regular basis. Mini surveys, response cards, evaluation forms. Track call to action responses in all advertisements. Track Website and microsite hits and page views. Conduct pop-up surveys on Websites. Analyze institutional data related to enrollment, class registration and transfer. Timeline Essentially, we will use the first half of 2007 to develop the theme and creative concepts for the first phase of our marketing campaign, including the development of Websites, microsites, interactive components, printed collateral, video commercials, video vignettes and print ads for launch in May First phase will run through December The second phase of marketing campaign will be developed from June 2007 through December 2007, and be ready to launch in January 2008 through December Budget This proposed budget is based on integrating interactive technology into our print broadcast media communications. Proposed budget for FY06-07 is $158,000, which includes the development phase of all creatives and initial startup of Websites, microsites, and other interactive components. Proposed budget for FY07-08 is estimated at $264,000, which includes the bulk of the media purchases. Proposed budget for AY08-09 is estimated at $288,000, which includes update of all Web components and development of new creatives. [See attachment 4.] Integrated Public Relations and Marketing Plan 6