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Marketing Presentation

Marketing Presentation

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Marketing Presentation

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  1. Marketing Presentation 4/18/14

  2. The ever-changing world of communications • People are overwhelmed. Need to send multiple messages via multiple avenues • Need to communicate with targeted audiences & people who influence their decisions

  3. How targeted audiences get info • Smart phones rule – 80% targeted audiences • Social media dominate – Facebook #1 but losing ground to Instagram& Twitter • Music big – Pandora #1 • Texts in, email out unless over 25 • Cable – On-demand impact still viewed sports/news • Internet Ads – 90% use Internet primary source of info • Mail – less clutter in mailboxes postcards making comeback

  4. Fall 2014 Marketing PlanLimited Budget, Targeted Resources Cable Television – Comcast, Cablevision, FiOS • March – September 1 • Messages: Open Houses, Summer & Fall Registration • Target ads • Walter • Rosario • Dennis

  5. Direct Mail -- high school students & parents • October Open House  • Top 10 Reasons Parents Brochure • Transfer After RVCC Parents Brochure • Early Credits Postcard • Great Value Parents Brochure • Success Postcard 1 • Spring Open House postcard • NJ STARS postcard • Affordability  Postcard 1 • Success Postcard 2 • Ride the Bus Postcard 1 • May 29 Open House Late Deciders • Affordability  Postcard 2 • Early Credits Postcard • Success Postcard 1 • Special August Info Session • Early Credits Postcard • Ride the Bus #2 Postcard • Applied, Not Enrolled Postcards 1&2 9/25/13 Class of 14 & 15 10/23/13 Class of 14 & 15 11/19/13 Class of 14 & 15 12/3/13 Class of 14 & 15 1/13/14 Class of 14 & 15 2/17/14 Class of 14 3/7/14 Class of 14 & 15 3/12/14 eligible students 4/1/14 Class of 14 4/16/14 Class of 14 & 15 4/28/14 Class of 15 along bus route 5/8/14 Class of 14 & all prospects 5/15/14 Class of 15 5/20/14 Class of 15 & 16 6/5/14 Class of 15 7/2/14 Class of 14 & all prospects* 7/10/14 Class of 15 & 16 8/1/14 Class of 14 along bus routes July & August applied, not enrolled *Recommendation to Admissions to schedule this event

  6. Fall Marketing Plan Direct Mail to all households • November 15, 2013 • February 28, 2014 • May 9, 2014        Internet Advertising & Pandora • Google, Facebook, Pandora & sites frequented by prospective students • December/January • July/August Social Networking • Prospective Students Check Out Social Media • Daily posts: Facebook, Twitter • Active on Instagram, YouTube & LinkedIn • Next: Google+ & Pinterest

  7. Fall Marketing Plan Monthly Electronic Newsletters • Transitions – high school administrators, counselors & prospective students • Express – businesses Create Your Own Info Packets • 1400 created since April 2013 Career Coach • Over 2700 users since October 2013 launch

  8. Key Messages Affordable: Avoid Huge College Debt • 7 out of 10, US college seniors in 2012 owed college debt. Average debt $29,400 Compare The Savings

  9. Key Messages Quality • Success stories • Transfer opportunities • National awards • Small class sizes College Your Way • Online • Day, evening, weekends • Career programs complete in a year or less

  10. Challenges Shrinking pool of prospective students • High school graduating classes declining • Unemployment rate declining Increased competition • For profits school spending record marketing amounts – more than all community colleges in US • Seizing ownership community college message – job training People expect 24/7 customer service and mobile access

  11. Opportunities • Expansion of Science Building • New Workforce Building & programs • Former RVCC students dropped out after few classes • GED • First Generation • ESL

  12. Suggestions • More recruitment events on campus • Follow-up plan for inquiries/applicants- Personal attention- Review all correspondent to make more customer friendly • Enhance retention efforts • High quality, personalized customer service • Spread the word in the community • April 29 Webinar: 7 Obstacles to Recruiting