UTCDC INTEGRATED COMMUNICATIONS PLAN February 2007 – August 2007 Greg HathawayShelby ScogginsLiz SolomonLaura WilliamsonDoug Wyatt
UTCDC & BRANDSITTERS • UTCDC needs to increase awareness of itself and its services • UTCDC needs an integrated communication campaign that will make use of the most effective and efficient channels for this message
MARKETING RECOMMENDATIONS Target Market • UT Population: 60,000 • 50,000 Students • 10,000 Staff/Faculty • UT Austin Current and Prospective Parent Community • UT Community Liaisons
MARKETING RECOMMENDATIONS Main Objectives • UTCDC Brand Awareness • Knowledge (of UTCDC Services) • Preference of UTCDC over competitors
MARKETING RECOMMENDATIONS AWARENESS GOAL • Increase current awareness level from 1% to 20% among the target market • 20% of UT community = 12,000 TOTAL = 10,000 students and 2,000 faculty and staff • Measurement: Pre- and Post-Surveys
MARKETING RECOMMENDATIONS KNOWLEDGE GOAL • Attain 15% knowledge of UTCDC among the target market • 15% of UT community = 9,000 TOTAL = 7,500 students and 1,500 faculty and staff • Measurement: Pre- and Post-Surveys PREFERENCE GOAL • From the beginning of the campaign, February 2007 to August 2008, a 100-child increase from average waitlist size as of February 2007 • Measurement: Waitlist Observation
MARKETING RECOMMENDATIONS • Product • Branding • Information availability • Price • Affordable; competitive • Continue to seek corporate sponsors; grants • Promotion • Events, Advertising, PR • Distribution • Exclusive to UT community
EVENT RECOMMENDATIONS Target Audience • UT Austin Students, Faculty, and Staff • Current and Planning Parents • Conscientiously seeking childcare Message UTCDC is the most enriching place for your child to develop. It’s not just childcare—it’s a child development curriculum.
EVENT RECOMMENDATIONS Intended Effects • Knowledge • To increase parent education about child development • To develop a cohesive identity • Awareness • To promote word-of-mouth activity • Preference • To create a positive image
EVENT RECOMMENDATIONS UTCDC Speaker Series • Open to all UT students, faculty, and staff • Educate parents on popular and important child development issues • Parents will be introduced to UTCDC—able to tour facility, ask questions
EVENT RECOMMENDATIONS Tentative Topics and Dates
EVENT RECOMMENDATIONS UTCDC Socials • 50% of families at Colorado and Gateway Housing have children • Food, drinks, games, and socializing • Inform parents of the UTCDC and its services
ADVERTISING RECOMMENDATIONS Target Audience • UT Austin Students, Faculty, and Staff • Current and Planning Parents • Conscientiously seeking childcare Message UTCDC is the most enriching place for your child to develop. It’s not just childcare—it’s a child development curriculum.
ADVERTISING RECOMMENDATIONS Intended Effects • Raise Awareness and Increase Knowledge • Through print and radio • Knowledge of advertising is assumed by attendance • 30% awareness of advertising among attendees • Measured through a short survey
ADVERTISING RECOMMENDATIONS Creative Strategy • Target’s Current Situation • Target needs to be educated • So many childcare options • Our Goal • To convey that UTCDC’s program is competitively priced, but other programs are no competition “UTCDC is the most enriching place for your child to develop…”
PR & PROMOTIONS RECOMMENDATIONS Message The UTCDC is a credible, full-time, enriching development program that is available exclusively to UT Austin students, faculty, and staff. As a parent, self-education is one of the most important things you can do to enhance your child’s future.
PR & PROMOTIONS RECOMMENDATIONS Intended Effects • Raise awareness • Increase knowledge • Create a polished image for UTCDC • Promote UTCDC events
PR & PROMOTIONS RECOMMENDATIONS Press Releases • Sent out throughout campaign • To PR contacts at UT, Austin, and local parenting publications
PR & PROMOTIONS RECOMMENDATIONS Student Orientations • Graduate Student Orientation • electronic • International Student Orientation • International Information Fair Lending Library • Open to all current UTCDC parents and parents who join the waitlist • Allows UTCDC to network with potential parents
MEDIA RECOMMENDATIONS Key Media Problem There are no parenting/child development publications serving the UT Austin community exclusively. Media Executions • Print • Radio
MEDIA RECOMMENDATIONS Print • Reach 70% of UT Austin community through advertising in The Daily Texan • Over 35% of students and parents choose the newspaper as their main source of information
MEDIA RECOMMENDATIONS Radio • Reach 45% of UT Austin via 91.7 KVRX FM • Local Live Sponsorship • UTCDC mentions • Promotional ads for the show in The Daily Texan
CONCLUSION • UTCDC needs this campaign • The UT community should know more about this progressive, diverse, enriching program • Brandsitters understand the unique needs and benefits of UTCDC