External Relations Committee Marketing Plan -- Goals and Strategies Academic Year

Transcription

1 External Relations Committee Marketing Plan -- Goals and Strategies Academic Year Strategic Directions: Advance the College s mission by: Positioning East Georgia State College to compete for academically strong students ly seeking out opportunities to promote the college s internal programs, services, faculty, staff and students Elevating the college s reputation for excellent financial stewardship and raising this profile among corporate, foundation, and individual donors Identifying, establishing and maintaining internal and external partnerships that enhance the college s communication system and the exchange of information with constituents Establishing a comprehensive communications program to continuously educate and cultivate alumni support and foster a sense of community and commitment to East Georgia State College Goal Summaries: Implement marketing strategies that will target key groups to increase Implement marketing strategies targeting current students to increase retention Implement marketing strategies to increase and strengthen community outreach Expand Marketing Department to meet goals Presented and implemented by Norma Kennedy, Director of Marketing and Community Relations

2 Goal: Implement marketing strategies that will target key groups to increase : High School Students Working Adults Military and Veterans Outreach to visit high ly Student Affairs; schools and college External Affairs nights to promote Increased of high school students Enrollment reports, word of mouth Outreach to local military bases to promote Advertise in high school newspapers Fall, Spring and Summer Events on three campuses ly in Quarterly Newsletter Fall, 2x spring transfers/careers and and summer - updates continuous Student Affairs; Marketing; EGSC Public Relations Director Will vary depending on event. PR Director; EGSC- A Director and EGSC-ST Director Facebook pages Ongoing IT and Marketing; EGSC units for content management HS Counselors Breakfast or Luncheon Increase of military/veterans and their families Increased awareness by high school students and Increased, awareness Increased parental, student and community awareness of transfer opportunities at GRU and GaSouU Increased community and student awareness Spring Admissions Office Increased awareness of EGSC Enrollment reports, word of mouth Enrollment reports, student feedback Feedback, attendance at events, increased Feedback from students, parents, HS counselors, increased transfer classes Measured hits on page, comments and overall increase term over term. Feedback from HS Counselors, Number of attendees, increased Page 2

3 College-wide brochure Updates and Marketing Director Increased interest and reprints as awareness of EGSC needed Website Ongoing Marketing/IT Increase awareness and keep audience engaged I am going to College! event Spring 2015 EGSC Augusta Director Increased awareness and at EGSC Media Day event Fall 2014 PR Director HS student awareness of EGSC programs Student Ambassadors program to work recruitment events and provide campus tours Student Life Increased awareness and in EGSC Speakers Bureau PR Director More awareness of programs at EGSC, increased List of outreach activities sponsored or conducted by any campus group will be established and updated quarterly Ongoing TBD An outreach plan and related budget will be developed annually based on cost effectiveness Feedback from students, college staff Feedback and growth Feedback from attendees Feedback, increased attendance Number of events worked, Feedback Feedback from speaking engagements An outreach plan that operates within budget Page 3

4 Goal: Implement marketing strategies targeting current students to increase retention Marketing; PR; Student Affairs; Promotion of of fall, spring, and summer semesters, 8- week classes, and other classes as appropriate On campus events barbecues, seminars, etc. s sent to faculty asking them to remind students that registration is approaching Regular communication of announcements through site-wide s, website, etc. A marketing plan will be developed to inform the community of the value of an Associate s Degree When registration begins before each new semester Fall 2014 External Affairs; EGSC EGSC ; PR Director; Registrar PR Director; EGSC ; External Affairs Staff Marketing, EGSC ; Student Affairs Staff Increased in classes Increased attendance by students at on campus events will lead to higher retention rate Increased awareness and student retention Increased awareness of programs leading to student retention Increased knowledge of importance of Associate Degree, more students will graduate with degree Enrollment reports, feedback Retention reports, number of attendees at events Retention reports, faculty feedback Retention reports, student feedback Graduation reports Page 4

5 Goal: Implement marketing strategies to increase and strengthen community outreach; Strengthen brand message distribution Attend off-campus events All Faculty and Staff Greater community and festivities awareness of EGSC Join local civic groups, All Faculty and Staff Increased awareness of attend meetings, etc. EGSC Advertise in Community PR Director Coordination in all EGSC publications to promote publications, increased registration awareness of EGSC s Flyers announcing Advertise in local theaters 30 sec. video advertisement Advertise on Spanish language stations Establish and convene an Advisory Board for Statesboro and Augusta Public Service Announcements Print advertisements to promote Spring 2014 thru Spring 2015 Student Affairs Staff; Marketing/PR Staff Marketing Director programs Greater community awareness of registration opportunities Increased awareness of EGSC programs on a large scale, increased TBD Marketing Director Better reach to Hispanic communities, increased of Hispanic students Fall 2014 Prior to each semester in EGSC Public Relations Director Marketing Director; PR Director Raise awareness of programs and build community support Promotion of EGSC programs throughout Augusta region Increased Enrollment reports, feedback Feedback from faculty and staff Feedback from community Enrollment reports, community feedback Feedback from community, reports Feedback from community, reports, demographic reports Feedback from community and board members Feedback from community Enrollment reports Page 5

6 Print advertisements in Spanish language newspapers Press releases to media to promote EGSC, events, programs, etc. College-wide brochure Student Ambassadors program to work recruitment events and provide campus tours Prior to each semester in PR Director Increased by Hispanic students PR Director Increased awareness of EGSC, increased attendance to events, increased s Updates and reprints as needed Marketing Director Increased interest and awareness of EGSC Student Life Increased awareness and in EGSC Enrollment and demographic reports Enrollment reports, participation in on-campus events, media coverage of programs and events Feedback from students, college staff Number of events worked, Feedback Page 6

7 Goal: Expand Marketing Department to meet goals Hire administrative ASAP Marketing Director assistant for Marketing and search department committee Increase annual advertising budget Annual retreat to develop annual marketing plan for 3 campuses Perform administrative duties for Marketing Director; increase output of marketing and TBD VP, Business Affairs Ability to consistently market in GA and SC Early spring Marketing; Student Development of annual Affairs; EGSC integrated marketing plan Work output, press clippings, expanded marketing plan Increased, greater community awareness Development of strategic marketing plan; faculty, staff and student input and feedback Page 7