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Market Plan Development for BCD Adult Education Based on LERN Principles

This document outlines the development of a market plan for BCD Adult Education programs, utilizing LERN principles to enhance course offerings based on customer feedback. The project aims to identify data points and focus groups to drive data-informed decision-making. Key objectives include improving marketing tools, identifying primary market segments, and emphasizing success for short-term students. Strategies include redesigning communication materials and exploring new marketing avenues. The comprehensive market plan aims to better serve our student demographics and expand outreach.

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Market Plan Development for BCD Adult Education Based on LERN Principles

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  1. BCD Adult Education Develop a market plan for BCD Adult Education programs that is based on LERN principles.

  2. Al Shasteen- Advisor Tom Triplett Janice Hermanski Erma Wiginton Iris Greenwell Bonnie Ledbetter Kathy Hart Claudia Hernandez-Chavez(Mary McNally) Russell Parker- Team Leader Alex Thurocy Regina Rice Brenda Dunlap Angelica Rebollar Rosemary Beard Roxy Hamilton Mary Valero (Sue Campbell) Work Team:

  3. How will we know when we get there? 5/31/07 3/16/07 2/16/07 10/31/06

  4. 25% Identify data points, target focus groups, develop project goal & objectives • On October 18, our team met to discuss our Work Unit Objective and brainstorm the data that needed to be collected and how it would be collected • DIMS Data points were determined (see Section 6) IT was contacted with the information we would need to collect and best report to use to collect it • The team decided focus groups would be made up of best customers and non-customers • It was also determined by the team that we would use a Quick Question Survey each week to collect data from current students • Project Goal • Develop a Market Plan based on LERN principles and customer requests to better serve our short-term students. • Project Objectives • Make data driven decisions when planning courses and marketing activities (Based on Tulsa Tech data). • Produce a better marketing tool (bulletin) based on the needs of our short-term students. • To find our primary market segments • Produce a better marketing campaign based on our primary market segments. • Put short-term students and their success as our #1 priority when making, developing and implementing strategic planning for the future.

  5. 50% Gather project data, schedule and conduct focus groups • IT provide supervisors/coordinators with the requested data from DIMS • Requested information on the 500 best customers • Requested information on the most recent 150 males & females who requested short-term information, but never enrolled in a course • DIMS data was imported into a multiple access data bases • Tulsa Tech’s primary market segments were determined • Short-term office support specialists phoned students from primary market segments and non-students to schedule focus groups • Supervisors/coordinators conducted three focus groups • A court reporter transcribed the exact questions and comments from each focus group

  6. 75% Compile & analyze data to determine needed changes • Data was compiled from focus groups and quick question surveys| • Summaries were written analyzing the data gathered • Data was gathered to determine the impact of the short-term bulletin and projections were made based on increased production of bulletin

  7. 100% Develop a Market Plan to implement recommended changes • Using all of the data gathered a market plan was developed along with a timeline for implementing changes

  8. BCD Adult Education2007-2008 Market Plan Executive Summary: • Redesign Bulletin based on input from Focus groups • Increase households in Tulsa County that receive the bulletin and eliminate duplicate mailings • Develop new ways to market to our primary market segments • Work towards establishing college credit for certificate programs • Explore using media outlets other than the bulletin to market short-term programs and change TTC image • Work towards making e-mail marketing possible

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