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+ Agenda Welcome Overview Marketing Unit: Why? Marketing Strategies: Branding and Positioning Marketing Communication [Online Communication] Discussion time
+ Overview purpose of Marketing Integrated marketing communication. develop coherent and consistent image and message for HCT. To Produce more targeted effective communication & publication Enhance reputation and exposure (Brand Image). Differentiation & Competitive edge.
+ Overview To attract and retain new students and faculty. To enhance and support the efforts of HCT, potential college fundraisers and prospect employers. SPEAK IN ONE VOICE
+ Overview Public Affairs Goal of Meeting: 1. Establish a guide and connect with all the internal stakeholders in developing and implementing a marketing plan that complements the vision, mission and strategies of the college. 2. Introduce the Marketing Development Plan Process
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+ Mission Strategies Objectives Goals
+ MARKETING UNIT!! WHY? Integrate marketing efforts of all departments Centralize external and internal communication process Provide consistent and profound message to all stakeholders Minimize overlap activities and tasks Minimize scattered efforts accomplished by all departments Minimize costs and time elapsed Achieve and sustain the credibility and professionalism of the College.
+ Marketing Strategies Stage 1 Develop Branding Identity and creative work Stage 2 Develop College Marketing Communication and Marketing Campaigns
+ Target market First-time freshmen College students, graduates and Alumni Current and prospect staff External Professional bodies: Private and Public sectors (prospect employers) The marketing approach should be flexible to cater for each of the above audiences on a specific levels
+ Branding and Positioning Once accredited by the council our image shall prosper Graphic identity development HCT LOGO: Full ownership of the logo Typography- positioning statement Color palette: standardized Develop anecdotes that support the key brand message Develop graphic identity policy
+ Branding and Positioning Research the current market position: Where we are? Where we would like to be? Define the colleges personality of publication, website and even branded photography if possible (photography dept). Reputation and Image
+ Branding and Positioning Branded College website: Consistent delivery of the brand image. Quality and accuracy of communicated information. Usability: user friendly, easy navigation Enforcing staff and and student training on E-learning.
+ Marketing Communication Speaking in One Voice Advertising: Media involvement: TV, Radio HI FM, Hala FM, Oman Radio, create awareness, exposure, effectively influential, Speak to the public. Ex. getting lecturers, graduates, achieving students in any area of excellence to have broadcasted interviews through media.
+ Marketing Communications Public Relations : Alumni should be used for: recruitment at events, mentoring programs, job shadowing opportunities. They can be featured as success stories in publications or commercials, interviews and even HCT website. Enforce High School visits, Press Release, spread awareness of new programs (e.g. Photography dept. & Fashion Design)
+ Marketing Communication Events: Ex: Students achievement (academic and otherwise), deans list, open days, orientation week: students mentoring. Campus visits, school visits. Exhibitions: Ex: strengthening and fostering our relationships with prospective employers: e.g. invitation to participate in career day held at the college (beneficial event for recruitment). Careers day Exhibition (invite prospect employers to participate), Photography Exhibition, and Fashion & Design Exhibition.
+ Marketing Communication Community involvement: build positive momentum for HCT and leave a favorable lasting impression Invitation- new visitors to perform, speak, conferences, educate, conduct workshops. Science fares, competitions, health fairs, business exhibitions. Open the Doors to the public Open Doors for Cancer awareness and public donations. Support the environment by having an Eco-friendly day. Create sports team for both male and female- participate in tournaments with schools and other colleges.
+ Online- Communication Web Directing Group: Attended by senior members of the college. Set the strategic direction of HCT s website Web Management Group: Operational group consisting of Marketing Unit and Web Team in ETC
+ On-Line Communication Students Alumni Database- website: Interactive videos, audios, visuals, stories of college pioneers. Interactive Website: Easy navigation, user friendly, attractive visuals and videos. Added features educational features. Targeting: Freshman students, Staff, prospect students and staff, prospect employers.
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+ Situation Analysis : Target Audience? E.g. student graduates Wants that can be fulfilled? E.g. support in exhibiting their projects or Assistance in Job Placements.
+ Strengths What are your strengths? What makes them successful? E.g. increased % rate of high student achievers Challenges What are the challenges faced in marketing activities for your department? What factors contributed to those challenges? (people, products, systems, etc..) What changes are you prepared or do you suggest in order to improve the situation?
+ Opportuni*es What are some realis.c opportuni.es that your department is aware of? How can you take advantage of those opportuni.es? Threats Whom do you use as a benchmark? Who is your compe..on? What is your compe..on doing that works?
+ Mission (Department) What is your mission? What do you want to accomplish? Develop a strong branding and positioning identity for HCT and programs offered. Desired Outcome Communicate effectively to internal stakeholders. Increase awareness of the external audience and the community about HCTs quality program, teaching and graduates. Increase job placement for HCT graduates by 30% on total successful graduates.
SITUATION ANALYSIS + Goals Objec*ves Strategies Outcome Expand awareness level of the public, community and prospect employer Improve career placements for graduates of the dept. Conduct career day once a year Exhibit student projects once a year Job placement for successful students should reach 30% above the year 2008.
STRATEGIC MARKETING ACTIONS + GOAL To increase the number of career placements for graduates. ACTION PLAN Enhance prospec*ve employer and community s awareness. Promo*on Technique Effec*ve online communica*on, press release of exhibi*ons conducted, invita*on to prospect employers to conduct career day in the college.
STRATEGIC MARKETING ACTIONS + Resources needed, delivery method, etc Professional E newslewer designed by (Marke*ng Unit team and ETC, photography dept.) Technologies incorporated web graphic design, online communication tools and software, computers with student database available on set for both student and prospect employer.
+ Wrap-up Please send any additional thoughts/ suggestions or comments to: Nasser Al Bimany nasser albimany@hct.edu.om Azza Al Busaidi azza hamood@hct.edu.om Thank you!