Marketing Plan. Prepared for: Prince William Sound Community College Valdez, Alaska. July Prepared By:

Transcription

1 Marketing Plan Prepared for: Prince William Sound Community College Valdez, Alaska July 2012 Prepared By:

2 TABLE OF CONTENTS I. Executive Summary 2 II. Mission 4 III. Background & Overview...4 IV. Situational Analysis 6 V. Goals.9 VI. Target Audience 9 VII. Key Messages..10 VIII. IX. Marketing Strategies.12 Budget..19 Appendix A: Sample Key Messages to Target Audiences 20 1

3 I. Executive Summary Located in Valdez, Alaska with satellite campuses in Glennallen and Cordova, Prince William Sound Community College (PWSCC) is a small college offering high quality and affordable instruction to students from across Alaska, the lower 48 and even abroad. As Alaska s only community college, PWSCC plays an important role in providing higher education as well as workforce development in Alaska. Faced with increasing competition from online schools and regional campuses within Alaska, PWSCC has made increasing traditional student enrollment a goal for the coming years. PWSCC students are often older and less likely to attend full-time. But, these demographics have been shifting and PWSCC students have become younger and are increasingly enrolling full-time, as the programs and flexible attendance options have increased. PWSCC is determined to increase its outreach and recruit more students. PWSCC realizes that increasing student enrollment won t happen overnight. And there is no one strategy that will accomplish it. Instead, this is a long term goal and accomplishing it means more than just succeeding at increasing student enrollment numbers. For this marketing plan, the goals are to: Enhance brand identity and positive recognition of PWSCC Increase traditional aged (18-29), full-time student enrollment Create and strengthen relationships with business & community partners Increase student satisfaction The primary audience is potential full-time students, aged located in Alaska as well as outside. Other audiences that will have to be engaged to fully realize the goals of the marketing plan are Valdez and the surrounding communities that are home to PWSCC and its campuses, local business and industry that partner with PWSCC and hire its students and graduates, as well as current students who will soon become alumni and hopefully become valuable ambassadors about their PWSCC experience. Key messages and supporting points have been identified to encourage consistent messaging to the target audiences. Key messages to be used to engage supporters and recruit students include: PWSCC is the best value in Alaska PWSCC provides an exceptional and accessible education A beautiful location and close knit community inspires and welcomes students We open the world to our students PWSCC is Alaska s Community College To spread these key messages and supporting points several strategies and specific tactics to implement them have been identified. Strategy #1: Enhance brand recognition and identity of PWSCC 2

4 Through consistent use of key messages and standardization across communications mediums, PWSCC can create an identifiable brand that evokes recognition of PWSCC and positive feelings. Strategy #2: Enhance the image of PWSCC in Valdez and surrounding communities and strengthen relationships with key stakeholders such as community and business leaders. Creating a strong community of support enhances the reputation of PWSCC, creates more avenues for outreach and increases the opportunities available to students. Strategy #3: Direct Marketing to Prospective Students & Their Advisors Direct marketing casts a wide net, creating familiarity with PWSCC across Alaska. Not only does it reach new audiences, over time, this familiarity will make other recruitment and marketing efforts easier, because PWSCC will have enhanced brand identity in target communities. Strategy #4: Enhance the experience of current students Current students are tomorrow s graduates and their successes give PWSCC powerful marketing tools for the future. In addition, the word of mouth advertising that happy customers give freely is invaluable for a school building its reputation. Strategy #5: Institutionalize information gathering and multi-year planning To make more informed choices in the future, more information is needed about the make up of the current student body and how they receive their information. A separate multi-year recruitment and retention plan can also provide more specific outreach activities and goals that progress can be measured against. While PWSCC has a modest budget to work with, many of the tactics outlined in this plan capitalize on low and no cost methods to reach target audiences. Several new strategies such as direct mail and using online college fairs such as College Life are also included, and several advertising campaigns are outlined for PWSCC. PWSCC can now take a proactive approach to showing students outside of the Copper River basin all that it has to offer and for allowing the communities that have come to take it for granted to rediscover it, and see just how much more it has to offer today. II. Mission Prince William Sound Community College offers accessible and affordable education to students of all ages, races, cultures, economic levels, and previous educational experience. As a public, comprehensive community college, this multi-campus institution offers lower-division college transfer, occupational, 3

5 technical, basic skills, wellness, cultural, and community education programs. Partnerships with business, industry, educational institutions, and public sector agencies provide training opportunities for the local work forces and promote economic development. Through effective teaching and supportive student services, Prince William Sound Community College prepares students for success as individuals, members of a democratic society, and citizens of a rapidly changing world. III. Background & Overview As the only community college in Alaska, Prince William Sound Community College (PWSCC) is truly one of a kind. Originally formed as an extension office of the University of Alaska in 1971, it became a Learning Center in 1976 and was granted community college status just a few years later in In addition to the main campus in Valdez, there are also extension campuses in Cordova and Glennallen, as well as distance delivery sites that serve rural students. Today, over 1400 students come from across Alaska, the lower 48 and even internationally to take classes at PWSCC. As with many community colleges, Prince William Sound Community College has a student body that is different than that of a typical four year university. Students tend to be older, are less likely to enroll full-time, and do not typically declare a degree program upon their entry. PWSCC students also take more time to complete their degrees. Currently, PWSCC offers six occupational endorsements, two certificates and six associate degrees. The occupational endorsements offered are Direct Service Specialist, Office Foundations, Office Support, Technical Support, Bookkeeping, and Medical Office Support. The Certificates offered are Disability Services and Industrial Technology, with an emphasis in Oil Spill Response or Safety Management. Associate Degrees are available in Computer Information & Office Systems, Disability Services, Industrial Technology, Outdoor Leadership, General Studies and Playwriting. In addition, in partnership with the University of Alaska, students can complete additional Associate degrees in Business Administration, Fisheries Technology, Health Sciences, and Nursing as well as Bachelor s degrees in Business Administration, Elementary Education, Human Services, Liberal Arts, Natural Science, Psychology and Technology. PWSCC students can also complete the Bachelor s degrees while remaining in Valdez by taking additional upper division classes in the UA system via distance delivery. The general Associate of Arts degree is the most popular by far, followed by Disability Services, Industrial Technology, and Computer Info & Office Systems. The new Outdoor Leadership program is also generating a lot of interest, and the Nursing and Business Administration programs, which are not actually PWSCC programs, also see a lot of inquiries. The Certificate and Occupational Endorsement courses make up less than 1% of the total enrollment. Additional Associate s degrees are also under consideration and may be offered in the future by PWSCC. These include an Associates of Science degree designed to prepare students for four year Bachelor of Science programs in physical and natural science programs. 4

6 Although PWSCC offers many advantages for prospective students, it has seen its enrollment decrease instead of increase over the last few years; this is a trend it wants to reverse. Specifically, PWSCC seeks to increase more of the traditional, full-time students, particularly those interested in student housing. The changing demographics at PWSCC highlight that this is a timely endeavor. From the mean age has dropped from to 21.98, more students have enrolled full-time, rising from 9.7% to 23% and the proportion of degree seekers has also increased from 9.8% to 26%. Overall, the trends indicate that PWSCC is moving towards a more traditional community college student body. A growing number of students are also enrolling in distance delivery courses. In the Fall of 2010, 43 distance delivery courses were offered and 392 students were enrolled. In the Fall of 2011, 49 courses had 553 enrollees. On average, over 30% of the courses are offered via distance delivery and students from other UA schools frequently enroll in PWSCC s distance education courses. The recruitment strategy has been fairly passive, attending the Alaska College Circuit, and visiting high schools in Kotzebue, Nome and Galena. Open houses and tours have been offered, but not many people take advantage of them. Some advertising is done locally when registration is open for a new semester. Plans are under way to develop a separate multi-year recruitment plan Student Satisfaction Survey PWSCC conducted a web based student satisfaction survey in the May of While the sample size of 33 students that participated is too small to draw any definitive conclusions, it does offer a helpful window to understanding motivating factors for enrollment as well as previously unavailable demographic information about PWSCC students. The majority of Full-time students who responded to the survey, 70.2% are under % of them cited cost as a somewhat or very important factor in their decision to enroll at PWSCC. 76.9% cited the availability of financial aid, 70.3% said the ease of transferring credits earned to other schools, 64.3% cited availability of student housing. 50% said the specific programs offered and recreational opportunities available were somewhat or very important. Relocation is an important determinant of enrollment status. Of students who relocated, 88.9% were full-time and 77.8% plan to continue to continue full-time attendance in the future. Of students who did not relocate to attend PWSCC, only 21.8% are enrolled full-time and 18% of those intend to continue attending full-time. Among the respondents whose goal was to complete an Associate s Degree at PWSCC, 38.9% also still plan to transfer credits. Overall, 58.1% of respondents said they hoped to complete a degree at PWSCC and 48.4% indicated that they intend to transfer, either to UA or another school. 5

7 IV. Situational Analysis As PWSCC seeks to increase traditional student enrollment, it must understand how it compares to other options available to Alaskan students, where its own strengths and weaknesses lie and how it can improve its message to increase its market share of available students. Competition PWSCC has competition for students from programs in Alaska and outside. It s impossible list all of the possible places that potential students might choose instead for their educations but, below are schools within Alaska that offer programs that are similar or the same as those offered at PWSCC. Ilisagvik College, located in Barrow, Alaska is a tribal college, primarily serving Alaska Natives from the North Slope that offers vocational and workforce development programs. It offers several Certificate and Associate degrees in Allied Health and Business as well as basic vocational education classes in the building trades. Charter College: A private, for-profit college with several locations in the United States has campuses in Anchorage and Wasilla. Charter College offers a variety of certificate, Associate and Bachelor s degrees, as well as a growing distance delivery program. Charter College has similar Health Care and Business related certificates and degrees. Alaska Vocational and Technical Education Center: Located in Seward, with an Allied Health program office in Anchorage. AVTEC offers a range of vocational training programs from culinary arts to welding and health care. They appeal to students looking for technical career training. The tuition and fees for a typical nine month program are $3000. Campus housing and meal plans are also available. University of Alaska Anchorage: Located in Anchorage, with additional campuses in Kodiak, Kenai and Mat-Su. UAA offers a variety of Certificate, Associates and Bachelor degree programs. UAA offers all of the CIOS occupational endorsements as well as Associate s degrees in General Studies, Business, and CIOS. Lower division credit hours are $165/credit hour. On campus housing is available in Anchorage. University of Alaska Fairbanks: Located in Fairbanks, with additional centers in Dillingham, King Salmon, Togiak, Kotzebue, Bethel, Nome, Tok, McGrath, Unalaska, Nenana, Yukon Flats and Yukon-Koyukuk, through the College of Rural and Technical Services. Similar programs of study include an Allied Health Associate s degree and Associate of Arts in General Studies. Lower division credit hours are $165/credit hour. On campus housing is available in Fairbanks. University of Alaska Southeast: Located in Juneau, Alaska with campuses in Ketchikan and Sitka. UAS offers the Fisheries Technology Associates and Certificates, as well as CIOS endorsements and Associates. Lower division credit hours are $165/hour. On campus housing is available in Juneau. Alaska Millwright Training Center: Located in Fairbanks, as a part of the Fairbanks Carpenters Training Center; this is a union run apprenticeship program. Typically, admission is competitive and 10,000 hours of apprenticeship are required after completing the training program. 6

8 Online Universities: With a rise in online colleges, PWSCC faces competition not just from traditional schools in Alaska, but also online schools and universities offering distance education. Admission policies and pricing vary by school. PWSCC Compared to Western Cohort of Community Colleges The 2011 IPEDS Data Feedback Report shows some significant differences between PWSCC and other community colleges in the Western United States of similar size. PWSCC awards far fewer degrees, has less students enrolled full-time (288 vs. 718) and costs significantly more (over $4405 vs. $2626), and has students receiving far fewer grants to assist with costs. PWSCC s graduation rate is similar to others, but transfer rates are higher (29% vs. 16%) and retention of both full and part time students much lower (19% vs. 55% for full-time and 14% vs. 40% for part-time). This illustrates that PWSCC has a lot of room for growth in recruiting and retaining full-time, traditional students. PWSCC Brand PWSCC has a well-developed brand identity with a logo, colors, and a tagline of Inspiration, Growth, & Learning Naturally. There is NO OUT OF STATE TUITION at PWSCC is also used frequently in communications and often placed as a tagline would be, underneath the logo. The two are sometimes used together and sometimes only one is used. When both are used it is a heavy look with a lot of words. It may be more appropriate to use There is no out of state tuition as a key message to prospective students from out of state, than as a tag line on all materials. Additionally, should PWSCC ever decide to revisit it s brand identity, the tag line can be examined to see if it resonates with the college s targeted student base. Printed materials all use the logo and tagline fairly consistently, although some slight variations can be found. Fonts are not consistent between printed and electronic media such as brochures and web. The full name of PWSCC is a mouthful, and the nickname, P-dub has also been adopted and is used in written communications and on the website. Overall, PWSCC has a mostly developed brand identity, but needs some clarity to avoid diluting the brand with too many variations, and to ensure that the messages are appropriate for its target audiences. Within the Valdez area, PWSCC has strong brand recognition, but the brand does not necessarily evoke the sentiments that PWSCC most wants to convey. There are many opportunities to strengthen the PWSCC brand with public relations and direct marketing efforts. Challenges While much is known about the student outcomes at PWSCC, a lot of information that could be used to guide institutional decision making is missing. For example, very few incoming students list their high school of origin, so it is not always clear where students are coming from. Very few students declare their intentions upon entry, making it difficult to ascertain what types of services they might benefit 7

9 from. Also important is that PWSCC does not know why students are leaving are they simply receiving foundational studies at PWSCC before transferring out? Are they losing interest, not receiving needed support services, or unable to afford to continue? The barriers to full-time student enrollment and completion are not well-understood at this time. In addition to collecting better data on current students, tracking the outcomes of PWSCC graduates would also provide useful data and success stories that can be used in future marketing efforts. PWSCC is also in the midst of a leadership transition. There have been several high profile staff transitions in the last few years, and as a result, PWSCC s image in the community has suffered and staff morale is not at its peak. However, this transition also gives PWSCC a unique opportunity to revitalize its brand as new leadership is brought in. Strengths of PWSCC: PWSCC offers many advantages to potential students over other schools. Cost/Housing: A credit hour at PWSCC is $142, the lowest of any of the Alaskan schools, and the institution is unique in not charging out-of-state tuition to non-residents Newly renovated campus apartments with full kitchen facilities are available for individuals and families, with rates that are comparable to dorm rates at other Alaskan schools. Location: Located in the close tight knit community of Valdez, Alaska, with extension campuses in Valdez and Cordova, PWSCC is an attractive choice for outdoor enthusiasts, and those who prefer to live in a smaller community. Many students from rural Alaska fail to thrive when they move to an urban location with a campus significantly larger than their home town. PWSCC is a less intimidating option for them to pursue their educational goals. Size: Classes are small and personal at PWSCC. There are no large lecture halls. Students are able to develop good relationships with faculty, and receive personal attention from support staff. Exceptional Programs: PWSCC offers several programs that are not offered anywhere else in the State such as an A.F.A in Playwriting and an A.A.S. in Outdoor Leadership. Its other certificate and degree programs align with key sectors of Alaska s economy and are relevant to career opportunities for the residents of the Valdez area, and also other communities in the state. Transferability: PWSCC degrees and credits are easily transferrable to other UA schools and outside universities for those who wish to pursue more advanced degrees. Community college students often plan to transfer, choosing to attend a community college first because of their more accessible admissions policies and lower cost for foundational studies. 8

10 V. Goals PWSCC has strong competition as it seeks to recruit and retain full-time students. However, it also has a solid foundation from which to build. New programs are on the horizon. Distance delivery is growing in popularity. Alaska s economy is strong, and the degrees and certifications offered by PWSCC are relevant to top employers and in line with predictions for job growth. There are many opportunities for PWSCC to showcase its accomplishments and offerings to recruit and retain full-time students. In seeking out new students, PWSCC must market to more than just prospective students, but also recognize reputation and relationships play a large role in meeting recruitment and retention goals. The target audiences and goals of the marketing plan should reflect this. For this marketing plan, the goals are to: Enhance brand identity and positive recognition of PWSCC Increase traditional aged (18-29), full-time student enrollment Create and strengthen relationships with business & community partners Increase student satisfaction These goals are long term in nature. While both short and long term strategies will be identified to help meet these goals, it is important to recognize that achieving them will take time. VI. Target Audience The primary audience for this plan is prospective full-time students. These are high school students, recent graduates or young adults who are looking to return to school to improve their employment opportunities. Within Alaska, prospective students come from Valdez and the surrounding communities, and other small communities that have stable or growing industries similar to those of Valdez such as fishing, oil & gas, construction, tourism and health care. Outside of Alaska, prospective students are high school students and young adults who are looking for more adventure and drawn to the small community and outdoor amenities that Valdez offers. A special emphasis should be placed on recruiting students from outside of Valdez as they are more likely to attend full-time and take advantage of student housing if they relocate to attend. Current students also have to be marketed to and engaged to ensure that they feel a part of the PWSCC community. A quality campus culture is particularly important to traditional full time students who reside in student housing. PWSCC does not want to lose students to competing schools, or to have them drop out or reduce their class status. In addition, the word of mouth advertising that satisfied students and alumni take away is invaluable. The communities that are served by PWSCC are also target audiences. It is essential for a school to have a strong relationship with the communities it serves. The community needs to see the social and economic benefits of a thriving campus, and actively assist PWSCC in providing an enriching and welcoming environment for its students. Local business and industry are also target audiences for the marketing plan. They employ graduates, ensuring that PWSCC students are able to put their education to work and meet their career goals, and 9

11 they partner with the schools programs providing internships and other learning opportunities that enrich student s experiences. PWSCC s certificate and occupational endorsement programs in particular may be of special interest to area industries which can market the programs offered to their own current and prospective employees who may need or want to improve their skills. Businesses within Copper Center are the primary target but other businesses throughout the state that are in the primary industries of fishing, oil & gas, construction, tourism and health care can also be marketed to as resources allow. It is notable that large companies are often supportive of education, and partnerships for promotion or scholarship/award funding may be considered. VII. Key Messages Key messages are the general points that PWSCC wants to communicate to its target audiences. The exact phrasing is not as important as the consistent, regular articulation of the points. Key messages are a part of PWSCC s overall brand and should help explain who you are and what you are all about to your target audiences. Key messages should come from one source and be used consistently and frequently in all communications from casual conversations with admissions officers, to news releases, website, social media posting, and other communications. As it is just as important that key messages are used internally as externally, PWSCC should train faculty and staff to ensure awareness of its marketing strategy and goals It is clear from the student satisfaction survey that students most value the college s affordable cost, transferability, financial aid availability, programs of study and outdoor opportunities. In PWSCC s Strategic Plan, the following core institutional values were identified: Accountability, Community Service, Diversity, Economic Development, Integrity, Quality, and Responsiveness. The key messages should appeal to these values as well as other values that PWSCC wants to promote in the community and to its partners as it seeks to strengthen its brand. Some suggested key messages are below: PWSCC is the best value in Alaska - Lowest tuition rates in Alaska and there is no out of state tuition at PWSCC. - Save money by receiving foundational studies at PWSCC; it is easy to transfer credits. - Financial aid is available for all students who qualify; the average award to an eligible - PWSCC student is $3, Very affordable, recently remodeled campus apartments are fully furnished and available for families and individuals. - Ideal for those who want the adventure of living and studying in a new place without the high price tag that comes with out-of-state tuition. PWSCC provides an exceptional and accessible education - Student to faculty ratio is 12:1 and the average class size is

12 - High quality instruction is flexible and creative to meet the needs of students and a changing workforce. - Innovative distance learning options make it easy to attend. - Unique programs you can t find anywhere else in Alaska, including Playwriting, Industrial Technology and Outdoor Leadership. - PWSCC has partnerships with UAS, UAA to offer some four year degrees. - Open door admissions policy, only a GED or HS diploma required to enroll. Our beautiful location and close knit community inspires and welcomes students - Prince William Sound offers year round recreational opportunities for outdoor enthusiasts. Enjoy breathtaking scenery and world class hiking, biking, skiing, snowboarding, rafting, kayaking, fishing and hunting in your own backyard. - There is a feeling of community here you won t find in larger cities. - On campus advisors offer 24 hour support for students, providing resources and introduction to ease the adjustment to life in a new town. - It s easy to meet people and get involved. There are phenomenal clubs and programs with opportunities for school-sponsored trips that take students out of Valdez and around Alaska, the lower 48 and abroad. We open the world to our students - Coastal and Interior Alaska provide a learning environment unlike anywhere else in the world; prospects for field work, research, and environmental studies outside of the classroom abound. - PWSCC hosts The Last Frontier Theater Conference every summer drawing playwrights, directors, actors and theater enthusiasts from all over the world. - A PWSCC education prepares students for many possible next steps whether it is a four year degree, a new career, or growth in their current career. - We honor the rich history and traditions of the Alaska Native cultures of the region. - Our students can study abroad in over 55 places around the world. PWSCC is Alaska s Community College - The only community college in Alaska. - Provides a place where students can access vocational education and workforce skill development as well as traditional higher education. - Responsive to the workforce needs of employers and industries driving Alaska s economy today and in the future. - Brings economic benefits to the communities it serves and beyond. 11

13 VIII. Marketing Strategies There are three primary media tools used to implement a marketing plan: owned, earned and paid. PWSCC will need to use a good balance between all three to implement its marketing plan. Owned media, defined as a method the brand (PWSCC) controls, includes web site, mobile site, blog, Twitter and Facebook accounts, and YouTube channels. The benefit to owned media is that it is cost efficient, allows for use of in-house resources, is highly versatile and adaptable, and allows the brand to adjust strategies agilely based on emergent situations. However expertise in using owned media effectively does not always exist in house. In the PWSCC student satisfaction survey 23.8% of students cited the website as most influential in their decision to attend PWSCC, the same percent of students that cited PWSCC staff, their family or their friends as the most influential on their decision. Paid media is advertisement that is purchased by the brand. Examples are print ads, television ads, radio ads, and online ads, as well as SEO (search engine optimization). Paid media is important when a brand is looking to carefully craft its message, as there is a lot of control, both in the words and images used. It can evoke more than a phrase, but an entire philosophy or aesthetic when properly used. Conversely, it can be hard to gauge the right method of paid media for prospective customers, especially in the rapidly shifting world of consumer advertising. According to the PWSCC Student Satisfaction Survey, 30.8 % of students learned about PWSCC through a web search, and 11.5% through a newspaper and/or radio. In contrast, 61.5% of students heard about PWSCC through word of mouth from family and/or friends. Earned media, in which the consumers are leveraged to become advertisement, is best exemplified by WOM, or word of mouth. WOM, which is priceless, usually is generated by a combination of owned media and paid media. The benefits of WOM are innumerable, but chiefly, it is infinitely expandable, credible, and will be the best method of attracting prospective students. On the negative side, it can be difficult to control and measure, and if negative, can be hurtful. These tools have been woven into strategies designed to achieve the marketing plan goals. Specific tactics to implement the strategic plan are explained. Strategy #1: Enhance brand recognition and identity of PWSCC To accomplish all of its goals, PWSCC needs to improve its brand recognition and identity. Brand identity is not simply a logo and a tagline; it is the recognition and feelings that are engendered by seeing the name and image of the organization. By improving its brand recognition and identity, PWSCC will: 1. Create a more unified, professional and thoughtful appearance. 2. Inspire confidence, trust and familiarity. 3. Prevent confusion that can come from inconsistent messaging. 12

14 Building the brand is the foundation of PWSCC s marketing activities. It is an internal exercise as much as an external one, and over time will ensure that PWSCC can accomplishes its marketing goals of increasing student enrollment, creating and strengthening relationships with community and business partners and increasing student satisfaction. In the future, PWSCC might decide to more completely revitalize its brand identity with a new logo and related items. This is not recommended at this time, but it can be an effective tool to revitalize an organizations image when they are making significant changes or want to present themselves anew. 1. Finalize key messages, tag lines, nicknames, logos, colors and anything else associated with the brand. a. Once finalized, these should not be changed for the next 5-10 years. It takes time to build the brand, and making significant changes in the midst of the effort will set it back. b. Train staff to be Brand Ambassadors and understand their role in building and maintaining the PWSCC brand. This is all staff, not just administrative staff. c. Refine the existing style guide to ensure that it includes all brand related items as well as a discussion of the importance of the brand and role of brand ambassadors. 2. Ensure consistent use of the brand by staff. This includes consistent use of key messages in public relations and recruitment efforts as well as advertising. Everyone should understand the key messages and speak with a unified voice about PWSCC. 3. Review and revise old communications materials to ensure consistency with brand such as pamphlets, brochures, website, letters, press releases or other templates. Strategy #2: Enhance the image of PWSCC in Valdez and surrounding communities and strengthen relationships with key stakeholders such as community and business leaders Position PWSCC as Alaska s Community College through a public relations campaign to promote the PWSCC brand within Valdez and the surrounding community focusing on student and alumni success, faculty achievements and key messages. The campaign should show that Alaska s Community College is here in Valdez and something the community should be proud of. Limited advertising can also help to promote partnerships and successes. 1. Create public relations campaign to position PWSCC as a vital part of the community. a. Ensure PWSCC is well-represented at community events. Where appropriate have booths, ensure PWSCC leadership attends community events, and seek out opportunities to speak to the community. Ensure leadership uses key messages consistently. b. Invite officials to tour the campus and to engage with students through guest lectures, presentations or round table events. i. For example: if an Alyeska Pipleline official is in Valdez, consider having them speak at one of Industrial Technology classes. Then, highlight that interaction. Place a story on the website, post a picture to Facebook as it is happening. Include a quote from a student that attended. This could also then become a part of an advertisement recognizing Alyeska s continuing contributions to PWSCCC. 13

15 c. Ask business and community leaders to participate in advisory committees, particularly those relating to programs that align with their industry, or for future college planning efforts. Engagement makes them invested in PWSCC s success. d. Seek out opportunities for earned media by promoting student and alumni success, faculty achievements, special events, campus life and other news and events that are in line with key messages. i. Develop relationships with local media, and make sure they are aware of all that is happening on the campus. ii. Ensure PWSCC receives proper recognition for its role in events on its campus. Often the role of the supporting organization is downplayed. It is up to PWSCC to toot its own horn and gently correct any deficits where its role is not properly recognized. For example, a recent Valdez Star article on the Last Frontier Theater Conference made no mention of PWSCC s role in the event, other than as a location. PWSCC should receive more recognition for its role in the community. e. Connect with local businesses and community members via social media such as Facebook. Use this as an opportunity to listen to what they are sharing as well as to share with them. By using social media to follow the activities of community members and businesses, opportunities for collaboration and partnership may be identified. i. Like on Facebook, Subscribe to You Tube channels, Follow those on Twitter and Connect via Linked In with those who are community members, community organizations and businesses as well as Alaskan public officials and business leaders. ii. Share PWSCC news and events that highlight key messages appropriate for a broad audience. iii. Repost, retweet, comment on postings, and otherwise share what you are learning from your social media communities, increasing the dynamic nature of the social media interactions. 2. Advertise PWSCC through traditional local media such as print and radio. Print does not have to be limited just to the newspaper however, and can include magazines or newsletters. Examples include: a. Ads congratulating a professor, student or group of students for an award or recognition that they have received. b. Ads thanking an organization or business that has done something good for the school such as given a donation, created an internship, hosted a group of students or otherwise partnered with PWSCC. c. Underwrite radio programs or events where target audience is found and PWSCC can display its logo, tagline and key messages. d. Use social media to relay those same themes through Facebook posts, tweets, and blog posts. 14

16 Strategy #3: Direct Marketing to Prospective Students & Their Advisors Prospective students are the largest and most important share of the target audience. Multiple tactics to reach out and engage them, as well as those who influence their decision making such family, friends and advisors, should be used. Different key messages will appeal to different subsets of this target audience. Some sample key messages for specific target audiences are outlined in Attachment A. 1. Develop an advertising campaign for multiple media outlets. The campaign should have a unified theme with several different variations for specific community demographics. One possibility is to create a PWSCC is for Me campaign using current students and PWSCC alumni to highlight what they have gained or enjoyed about their PWSCC education and the opportunities that resulted from it. a. Direct Mail. i. Create and send mailers biannually to prospective students advertising PWSCC, either postcard or half-sheet size. These should be broad, informational mailers designed to both advertise the school to prospective students, as well as create familiarity with PWSCC over time. ii. Purchase lists of the target demographic of single, year olds in Alaska, outside of the three major cities. Consider broadening target outside of Alaska, or to major cities in Alaska, as funds allow. b. Radio Ads, Interviews & PSA s. i. Local radio is a relied upon information source in rural households. Place radio ads with radio stations in rural communities. Additionally: 1. When recruiters or PWSCC representatives are in rural communities, seek radio time on the local station. They will often give interviews to local guests coming for specific events. 2. PSA s are often available for free to nonprofit and educational institutions and could be used to promote an informational event in advance, or in months leading up to enrollment deadlines. 3. Additional radio ads can be used to promote PWSCC programs before or after visits have been done or in communities where no visit has been possible but there is a match between programs and industries. c. Flyers. i. Develop an E-flyer that can be sent to prospective students with links to relevant web pages and admissions information. 1. Send flyer to anyone that signs up on website, or through other forums, or to any lists of prospective students that PWSCC is able to aquire. 2. Develop new print and promotional materials including postcards, brochures, rack cards and other promotional items. a. Distribute to guidance counselors across Alaska and the lower 48, preferably with personal visits made during college fairs or to smaller communities. 15

17 3. Improve content on the website; the internet is the primary source of information for PWSCC s target audience. a. Include a section about transferring credits. b. Highlight current students and alumni accomplishments. c. Instant Chat features for searchers to ask advisors questions instantly with regularly scheduled hours. d. Add a text sign-up such as: Never miss a deadline: Sign up for Text updates. e. Place inquiry forms on homepage to schedule a visit or request more information. 4. Continue using recruitment officer to promote PWSCC to prospective students. a. Attend the Alaska College fair circuit in the Fall. Consider radio advertising in smaller communities in the weeks prior to college visits to increase familiarity with PWSCC in advance of your visit. b. Host informal meetings in target communities for prospective students (and their parents). Communities selected should have at least one large employer in a field relevant to a program offered at PWSCC such as Fisheries, Nursing, Business, Industrial Technology, or Tourism. These include Dillingham, Naknek, Barrow, Delta Junction, Talkeetna, Girdwood, Seward, Homer, Kenai, Soldotna and Sterling. Where possible, put out radio PSA s advertising the upcoming meetings, and give local radio or newspaper interviews during the visit to talk about PWSCC. c. Develop personal relationships with guidance counselors throughout Alaska. When in a community, try to meet with guidance counselors or other trusted advisors. In rural schools this may be the school principal or village council president. 5. Use web based tools such as College Live, Google Ad Words and Facebook Ads to increase traffic to website and inquiries. a. Establish baseline analytic data on website traffic, requests for information, and telephone or other conversations with admissions officers and conversion rates to applications and enrollment. b. Use Google Ad Words to ensure PWSCC has better results in web searches. Test and modify keywords with frequency. Set goals to measure results against. c. Use Facebook Ads to promote specific programs to targeted demographics around registration times. An example would be using FB ads to promote the Outdoor Leadership program to year olds in Alaska, California and Minneosta who like kayaking or hiking. Test and modify demographics with frequency. Set click goals to measure results against. d. Purchase College Live membership and commit to fully engaging with it. New promo videos and other materials may be needed for this forum. e. Examine analytic data quarterly to see which tactics are working and make modifications as necessary. 16

18 6. Increase effectiveness of social media presence. a. Establish a weekly social media schedule that outlines what will be shared and when. Ensure sharing is consistent with brand but also fun and fresh. The purpose of social media is to create a vibrant and interactive culture around the school. Be mindful that the audience is not just students but also community and staff. The messages have to be relevant to broad interest groups. i. For Facebook: 1. Show pictures of cool stuff (fish caught in Valdez, whales in the harbor, a recent kayak trip that the students took, students on trips, professors doing research). 2. Share students and/or professor s blog posts. 3. Share news articles that reference anything PWSCC related or just that might be of interest to your general audience. For example, an article about rising tuition rates at schools in California could be posted with a comment such as PWSCC is committed to remaining affordable for all students. Our tuition is less than half what kids in CA have to pay today. This reinforces key messages on affordability, and shows that PWSCC is thinking about current events. 4. Institute a weekly photo, question, game, etc. once enough likes have been established. 5. For campus events, instead of posting a link to the registration information post a related video such as a recent performance by the band, or playwright, or trailer of the movie, or photo from a similar trip to illustrate the post, Check out this cool band, they re here on the 19 th of June, Look how much fun the kayak class had in May we promise even more fun on the next one on June 17 th. Register now! b. Increase Facebook Likes through grassroots outreach. Increase likes to at least 500. i. Hold a contest for likes (Free class, free kayak rental for the weekend, free pass to events, cash prize). ii. Promote the Facebook page with links on website, marketing materials, college live, through signatures of staff and faculty, etc. iii. Encourage staff and other fans to share the page until the goal is met. Strategy #4: Enhance the experience of current students 1. Continue building social media community. a. Increase connectivity with students on Facebook, You Tube, Twitter. b. Create LinkedIn groups for current students and Alumni to connect. 2. Provide regular opportunities for students to give feedback on PWSCC experience. 17

19 i. Gather student opinions on events, trips, classes, contact preferences, social media use, activities they d like to see. Use focus groups and surveys. 3. Host networking events within programs that include alumni and prospective employers. 4. Engage students in promoting the school with contests and other activities that create potential promotional materials such as: a. Youtube video contests. b. Photo of the Week/Month/Semester. Strategy #5: Institutionalize information gathering and multi-year planning 1. Implement ways to collect better demographic information about current and prospective students. a. Collect information about academic goals, demographics such as last school attended and where they are from, and how they heard about PWSCC and how they made their decision and use in future marketing efforts. b. Use the information gathered to improve future marketing efforts. 2. Develop multi-year recruitment and retention plan. a. Include a role for enrolled students and faculty. b. Include plan for developing relationships with high school guidance counselors. c. Include plan for recruiting through business/industry as well as community/social service agencies. d. Identify events such as AFN, Elders & Youth Conference, Construction Career Days, and others that may provide an opportunity to reach out to new demographics with information about PWSCC. 18

20 IX. Budget Currently, about $25,000 is available for PWSCC s annual marketing budget, along with time and travel for one campus wide recruiter and additional resources available for printing and other collateral materials. Below is a sample budget based on the activities outlined in the plan above. These numbers are only a guide, and allocations can be moved around based on efficacy and actual activities implemented. Item Budget Amount Notes Design Services for brochures, flyers and other promo items. $3000 Design services for1/2 sheet mailer, and 2 additional promotional materials. Purchase or rent a List of Names $ year olds in Alaska, outside of Anchorage, Fairbanks and Juneau. Approx. 10,000 names. Printing: half sheet mailer/glossy $ ,000 pieces Printing: other promotional items such as pamphlets and brochures $3500 Postage $2,000 Postage for mass mailing Google Ad Words $3600 $300/month for optimization Facebook Ads $500 To gain additional likes and promote specific programs to targeted demographics. Valdez Star Ads $ column inch, quarterly. KVAC Radio Ads $400 College Week Live $6000 One year subscription Other Radio Ads/Underwriting $2000 Pricing varies by community. TOTAL $

21 Appendix A Sample use of key messages with different target audiences 1. Local Business & Industry: PWSCC is Alaska s Community College. - Provides a place where students can access vocational education and workforce skill development as well as traditional higher education. - Responsive to the workforce needs of employers and industries driving Alaska s economy today and in the future. - Brings economic benefits to the communities it serves and beyond. PWSCSC provides an exceptional and accessible education. - High quality instruction is flexible and creative to meet the needs of students and a changing workforce. - A PWSCC education prepares students for many possible next steps whether it is a four year degree, a new career, or growth in their current career. 2. Potential Students from Rural Alaska: PWSCC provides an exceptional and accessible education. - Student to faculty ratio is 12:1 and the average class size is Innovative distance learning options make it easy to attend. - Open door admissions policy, only a GED or HS diploma required to enroll. Our beautiful location and close knit community inspires and welcomes students. - There is a feeling of community here you won t find in larger cities. - On campus advisors offer 24 hour support for students, providing resources and introduction to ease the adjustment to life in a new town. - It s easy to meet people and get involved. There are phenomenal clubs and programs with opportunities for school-sponsored trips that take students out of Valdez and around Alaska, the lower 48 and abroad. We open the world to our students - A PWSCC education prepares students for many possible next steps whether it is a four year degree, a new career, or growth in their current career. PWSCC is the best value in Alaska - Lowest tuition rates in Alaska. - Save money by receiving foundational studies at PWSCC; it is easy to transfer credits. 20

22 - Financial aid is available for all students who qualify; the average award to an eligible - PWSCC student is $3, Very affordable, recently remodeled campus apartments are fully furnished and available for families and individuals. 3. Potential students from outside Alaska: PWSCC is the best value (in Alaska). - Lowest tuition rates in Alaska and there is NO out of state tuition at PWSCC. - Very affordable, recently remodeled campus apartments are fully furnished and available for families and individuals. - Ideal for those who want the adventure of living and studying in a new place without the high price tag that comes with out-of-state tuition. PWSCC provides an exceptional and accessible education. - Student to faculty ratio is 12:1 and the average class size is Our beautiful location and close knit community inspires and welcomes students. - Prince William Sound offers year round recreational opportunities for outdoor enthusiasts. Enjoy breathtaking scenery and world class hiking, biking, skiing, snowboarding, rafting, kayaking, fishing and hunting in your own backyard. - There is a feeling of community here you won t find in larger cities. - On campus advisors offer 24 hour support for students, providing resources and introduction to ease the adjustment to life in a new town. - It s easy to meet people and get involved. There are phenomenal clubs and programs with opportunities for school-sponsored trips that take students out of Valdez and around Alaska, the lower 48 and abroad. We open the world to our students. - Coastal and Interior Alaska provide a learning environment unlike anywhere else in the world; prospects for field work, research, and environmental studies outside of the classroom abound. - Our students can study abroad in over 55 places around the world. 4. Current Students: PWSCC is the best value in Alaska. - Lowest tuition rates in Alaska and there is no out of state tuition at PWSCC. - Save money by receiving foundational studies at PWSCC; it is easy to transfer credits. - Financial aid is available for all students who qualify; the average award to an eligible 21