Integrated Marketing & Communications Plan

Transcription

1 Integrated Marketing & Communications Plan The annual budget is a based on allocations from previous years and requests made during annual budget hearings. Objectives are a result of conversations with campus-wide divisions, departments & committees, including: Executive Leadership Team PAC Enrollment Management Committee Academic Divisions (P&T, A&S, Allied Health) Student Services Personnel Program Coordinators Event Coordinators State-wide inititatives from VCCS Action items include both purchased marketing, earned media, and internal/external initiatives based upon needs that are communicated throughout the year. The focus is on a cohesive message that builds awareness of programs/services and enhances the image of the college. Consistent contact with advertising representatives throughout the region and media representatives is key to understanding new products, evaluating advertising efforts, and earning coverage. Similarly, communication with campus representatives is key to understanding the needs and strengths of the institution. 1

2 Dedicated to student success. Committed to excellence Marketing & Communications Plan Objectives 1. Promote LearningPLUS+ 2. Build Awareness of Major Gifts Campaign 3. Promote 50th Anniversary Community Events Alumni Profiles 4. Increase Enrollment Registration Dates/Deadlines New Programs Take 10 Nursing Community Awareness Intiatives Special Events/Services 5. Enhance Internal Communication OBJECTIVE 1: LearningPLUS+ Build awareness internally and externally about VHCC s LearningPLUS+ initiative and its impact on student success at transfer institutions and in the workplace: July-October Production of Video (4,800 from Perkins) Production of TV Commercial ($800 from Perkins) WCYB Cable networks thrugh viamedia Bookmarks for distribution to students Lanyards for use during True Colors session Flyer for use on campus and in the community Banners placed around campus Print Ads Business Journal (also promoted Fall Classes) Bristol Herald Courier VIPSeen (also promoted Fall Classes) Digital Advertising viamedia WCYB web News Release/Media Pitch Earned Media/News Release Business Journal Article-September Edition Bristol Herald Courier Article - Sunday Centerpiece, October 22 2

3 OBJECTIVE 2: Building Awareness of Major Gifts Campaign Assist the Vice President of Institutional Advancement with Major Gifts Campaign by creating publications and promoting the campaign internally and externally: March -??? Needs will change as the campaign moves into a public phase Creation of Campaign Materials (Foundation Budget) Organizing & Meeting with Campaign Marketing Committee Creation of Postcard and Promotion of Internal Campaign (Foundation Budget) Ad in Bristol Herald Courier - Focus on Footsie Pratt as first large gift (Foundation Budget) Highlands Heritage Society - Now being developed OBJECTIVE 3: Promotion of VHCC s 50th Anniversary Promote community events planned as part of the celebration and the impact VHCC has had on the community during the past 5 decades July - November Build on celebration with message.. serving our communities for 50 years when appropriate Picnic Creation of Postcard/Info Card Announcing Picnic Dates & Registration Info News Release Announcing Community Picnic Time Capsule Creation of Plaque Marking Time Capsule (Anniversary Budget) Earned Media/News Release Article in Bristol Herald Courier/Social Media Sites - September WCYB Coverage- September Gala Creation of Postcard for Distribution to Campus/Community Members Creation & Mailing of Invitations (Anniversary Budget) News Release Promoting Gala Dates/Registration Information Ads Promoting 50 Alumni in Bristol Herald Courier - also posted each on the web Creation of Step & Repeat Banner Creation of History Timeline Posters (Out-of-Pocket Expense) Gala Program (Anniversary Budget) Video Highlighting 50 Alumni Earned Media VIPSeen (to appear in January edition) OBJECTIVE 4: Increase Enrollment Promote programs, services and special events in an effort to enhance the image of VHCC and increase enrollment Year-Round Based on current needs of the College. Promote Enrollment Dates Summer Classes Digital Advertising viamedia (from budget) 94,687 impressions with a.22% CTR News Release announcing enrollment dates for Summer A, Summer B and Full Term (3 releases) Fall Classes 3

4 Billboards (2650 from Perkins) Digital Advertising viamedia ($1,000 from Perkins - $750 Internet & 250 Mobile Ad) 93,6821 impressions with a.3% CTR Impressions to Laptop - 26%, Impressions to Mobile 74% Bristol Herald Courier Ad (Split between Marketing & Perkins each) Radio Commercial ($2,000 from Perkins WAEZ/WMEV) News Releases Announcing Registration Dates/Deadlines (4 Releases) Direct Mail Postcards Spring Classes 2018 News Releases announcing enrollment dates/deadlines Direct Mailing to those not registered Promote New Programs Drone Non-Credit Class - October & January News Release Postcard Creation of Digital Image for Distribution by Instructors Digital Screens, Marquee Culinary Arts News Release Postcard/Flyer Ads in Bristol Herald Courier (From Division Budget) Digital Screens, Marquee, Web Chromebooks/Google Apps News Release Web Banner Promote Take 10 Fall News Release (2 releases) Digital Advertising through viamedia ,688 Impressions with.32 CTR Digital Advertising on WCYB , 022 Impressions with.24 CTR Radio Commercials - WMEV Radio Commercials - WAEZ Spring News Release Digital Advertising through viamedia Radio Commercials - WMEV Radio Commericals - WAEZ Promote Nursing Program News Conference Announcing BRMC Partnership (WCYB, WJHL, Business Journal, Bristol Herald Courier, WXBQ, WJCW) News Conference Announcing Naming of BRMC Nursing Skills Lab (WCYB, WJHL, Bristol Herald Courier, Washington County News, WXBQ, Business Journal) Digital Advertising through viamedia Billboards Postcard

5 Community Awareness Intiatives Welcome to VHCC Signs Washington County Chamber Smyth County Chamber Bristol Chamber Rotary Frolics Bristol Baseball Outfield Sign United Way Career Expo (Last year this was $1,000 from Marketing) Special Events/Services Spelling Bee - January Koats for Kids - January?? New Student Orientations - January/August Transfer Day - February Scholarships- February-May Coastal Ecology - March Earth Day - April Test Drive Day - April Plant Sales - May & December College Night- September Financial Aid Workshops - October & February Veterans Day Events - November Theatre Production - April/November NSLS Speakers - September- October and February-March Richard Leigh Festival - May Graduation - May Teacher Symposium - June Golf Tournament - June Governor s School- June/July Upward Bound Summer Program- June/July Arts Array Events - Brochures in August and December/promote events throughout the year Club Day - August Howlfest - October Transfer Trips - October-December Career Services - Throughout the Year + Monthly Meetings of Career Connect Constitution Day - September Program Pathways - September Parents Night - October Guest Speakers - Fall Semester Etiquette Luncheon - November Credits2Careers - December Transfer College Visits - Throughout the year Enhance Internal Communication Campus Connections Stall Street Journal College Dashboard Table Cards/Student Center Humans of VHCC Web (posting content I develop) Marquee Digital Screens 5

6 Objectives The objectives for the next academic year are still being developed through ongoing discussions with various campus divisions. departments, and committees. Enrollment: Promoting existing program that need an enrollment boost (input provided by Enrollment Management Team and Academic Deans) New Programs - LPN, Drone, Cyber Security, Certified Production Tech, others Enrollment Dates Take 10 Dual Enrollment Assist Faculty/Success Coaches in their own efforts to promote their programs and prepare for high school visits, career fairs, etc. New viewbook if budget allows Photo - Already in discussions with Eric Donahue about coming to campus is January LearningPlus+ Continue to search for ways to promote the overall effort and projects that are a result. Post stories on the VHCC web-page in a prominent location and develop a publication - either a stand-alone brochure, viewbook or annual report - that could be used for prospective students and in the community (business leaders, local and state elected officials, civic clubs, etc. ) to raise awareness about our focus on soft skills. In past years, the College developed a PowerPoint that had the same look/feel as the annual report and a one-page flyer that was used by the Speakers Bureau when making presetations to Civic Clubs, PTAs, Chambers, etc.we should consider this approach again, because it ensure the College was speaking with one voice, but allowed us to introduce multiple campus representatives to the community.) Next Phase of Major Gifts Campaign Looking for direction from Foundation/ELT/Consultant As part of this initiative, consider ways to continue telling alumni stories to build on the positive impact created during the anniversary celebration. Also, boost efforts to showcase our scholars as a way to demonstrate meaningful projects supported by the Foundation. Well written content could be posted to the web and shared other places to eliminate costs. 6