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2013-14 MARKETING
RECRUITMENT PLANS
2013-14 MARKETING/RECRUITMENT
GOALS
1. ESTABLISH A PROFESSIONAL, CONSISTENT BRAND THAT
RESONATES WITH ALL STAKEHOLDERS AT BOTH THE SYSTEM
AND COLLEGE LEVEL.
2. ENHANCE OUR DIGITAL COMMUNICATIONS EFFORTS.
3. ESTABLISH AN INTEGRATED MARKETING
COMMUNICATIONS PROCESS AND PLAN USING THE
PRINCIPLES OF SEM AT BOTH THE COLLEGE AND SYSTEM
LEVEL.
2013-14 MARKETING/RECRUITMENT
GOALS
4. ENHANCE THE MARKETING SERVICES AND TOOLS
AVAILABLE TO SUPPORT THE COLLEGES AND THE SYSTEM
OFFICE WITH THEIR MARKETING/RECRUITMENT EFFORTS.
5. EMBRACE A MARKET-RESEARCH APPROACH TO
DETERMINE CUSTOMER PERCEPTIONS, NEEDS AND WANTS.
2013-14 MARKETING/RECRUITMENT
GOALS
6. ASSIST THE ORGANIZATION IN THE DEVELOPMENT
AND ROLLOUT OF THE GO KCTCS STUDENT SERVICES
CENTER.
7. COMMUNICATE AND PROMOTE FINANCIAL AID AND
SCHOLARSHIP PROGRAMS.
8. DEVELOP AND EXECUTE STRATEGIC RECRUITMENT
PROGRAMS AND MATERIALS FOR PROSPECTIVE STUDENTS.
2013-14 MARKETING/RECRUITMENT
GOALS
9. DEVELOP AND EXECUTE MARKETING STRATEGIES TO
PROMOTE THE GO 2 WORK/HWHD JOBS.
10. DEVELOP AND EXECUTE MARKETING STRATEGIES T0
PROMOTE THE GO2TRANSFER PROGRAM.
11. ENHANCE THE CONTENT AND USABILITY OF ALL WEB
SITES TO BETTER REFLECT THE NEEDS OF CUSTOMERS AND
INCREASE WEB USAGE.
2013-2014 MARKETING
RECRUITMENT PLANS
THE CORRECT FORMAT FOR SUBTITLES (IF USED)
#GoYou11
ESTABLISH A PROFESSIONAL,
CONSISTENT BRAND
• Maintain a constant presence in the marketplace through
the execution of a statewide umbrella branding campaign.
•Statewide university sports media campaign.
•UK/U of L – past 7 years.
•Regional universities – WKU (football and basketball), other fouryears (basketball only).
•Key components:
•TV/radio, onsite promotional opportunities.
RATIONALE
• UK/UofL athletic programs’ universal and diverse
demographic profiles have the ability to reach the KCTCS
tiered target audience of legislators, policy makers,
business and political influencers.
• Combined, UK/UofL sports coverage has the ability to
reach every area of the state.
• Kentucky does not have professional sports….this
increases the power of buying college sports.
• UK/UofL sports’ (football and basketball) seasonality
coincides with KCTCS key seasonality.
RATIONALE
• Allows us to reach our audience at many touch points;
signage at the game, on-field activities, print, radio,
tv/cable, pa announcements etc.
• Very few media buys provide this type of coverage.
• Sports media is one of few venues left where audiences
watch in real time.
CREATIVE
• New TV creative featuring all colleges
• http://www.youtube.com/watch?v=TDvohj_M4hE
GAME PROGRAMS
UofL and UK
PRINT CREATIVE
UofL Football & Basketball Programs
UK Yearbook
WEB BANNERS
VIDEO SIGNAGE
UofL Football Video Wall Feature
DIGITAL SIGNAGE
UofL Football Ribbon Boards
DIGITAL SIGNAGE
UofL Men’s and Women’s Basketball Ribbon Boards
DIGITAL SIGNAGE
Central Ave. Marquee - Papa John’s Cardinal Stadium
FEATURE GAMES
FEATURE GAMES
FEATURE GAMES
ENHANCE OUR DIGITAL
COMMUNICATIONS EFFORTS
• Develop and execute a social media marketing plan at
both the system and colleges that assists in creating a
sense of community, enhances internal communications
and assists in establishing relations with prospective
students/other stakeholders.
• Identify audiences/voice for all social media sites.
•Develop a social media calendar.
•Launch KCTCS on Facebook - Gates Foundation Communities project.
•Launch Facebook Tabs for prospective students.
•Develop guidelines for social media advertising.
ENHANCE OUR DIGITAL
COMMUNICATIONS EFFORTS
• Enhance the online marketing and advertising initiatives
and tools to support the colleges and the system office
with their marketing, recruitment and advertising efforts
•Develop plan to market online programs.
•Develop a microsite process/tool to allow marketers/recruiters to
engage with prospective students.
•Develop plan for Google ads- Display Network.
•Investigate online advertising opportunities.
•Investigate internet radio and TV.
ESTABLISH AN INTEGRATED MARKETING
COMMUNICATIONS PROCESS AND PLAN
• Explore the adoption of a Strategic Enrollment
Management process at both the system and college
level.
• Develop a college integrated communications plan.
ENHANCE THE MARKETING SERVICES
AND TOOLS AVAILABLE TO COLLEGES
• Embrace a strategic approach for campus communications
vehicles.
•Utilize a POP approach similar to KFC to create a strategic
signage/marketing material plan.
• Provide colleges with professional
photography/videography that allows them to effectively
tell their story.
•Conduct fall/spring photo and videography shoots.
COLLEGE PHOTO/VIDEO SHOOTS
• Two day college shoots (spring and fall)
•Primary focus – video for recruitment and program videos.
•Update success stories.
•Update program photos.
COLLEGE PHOTO/VIDEO SHOOTS
• Scheduled Dates
•Madisonville – September 3, 4
•Owensboro – September 10, 11
•Hopkinsville – September 12, 13
•Henderson – September 17, 18
•Elizabethtown – September 19, 20
•Hazard – September 24, 25
•Maysville – September 26, 27
•Gateway – October 1,2
COLLEGE PHOTO/VIDEO SHOOTS
• Scheduled Dates
•Southeast – October 15,16
•West Kentucky – October 22,23
•Big Sandy – October 29, 30
•Ashland – November 5,6
COLLEGE PHOTO/VIDEO SHOOTS
• Recruitment Video – general recruitment.
•Goal - Create a recruitment video, specific to each college, which to
showcase college pride and encourage students to think of KCTCS as a
smart choice to begin their higher education journey.
•Key elements:
•Showcase faculty & the care and concern of staff.
•Feature technology, quality of labs and instructional capabilities.
•Communicate that we provide hands on learning
•Feature campus life.
•Demonstrate that a prospective student can be a success by
attending a KCTCS college
•Show that attending a community college is a smart decision
COLLEGE PHOTO/VIDEO SHOOTS
• Recruitment Video – general recruitment.
•Targeted Audience – Prospective students.
•Creative Theme – A series of opening doors to support higher education
begins here. A classroom would flow into a lab into a café into a
courtyard into another type of classroom etc. all using a visual of multiple
opening doors.
•Executional considerations:
•Capable of being shown with or without sound.
•Utilize a template that is easy to execute for all colleges.
•3 minutes or less.
COLLEGE PHOTO/VIDEO SHOOTS
• Recruitment Video – “A Day in the Life” Video.
•Goal: Create two “Day in the Life” student videos for each college as a
tool to engage prospective students (one traditional and one nontraditional).
•Targeted Audience – Prospective students.
•Executional Elements:
• Two students from each will be given a camera to tape a typical day
in their life. The video will be edited by the advertising agency.
•Videos will be limited to under three minutes.
•Videos will be posted on YouTube and a link will be provided on
admissions pages and web inquiry forms.
COLLEGE PHOTO/VIDEO SHOOTS
• Program Videos.
•Goal: Create a program video, specific to each college, which educates
students on what is involved in our high demand/high wage programs.
Each college will choose their top 5 programs to feature.
•Key Elements:
•Feature standard bookends customized to each college
•Be unique to each college
•Show faculty/student interaction and instruction
•Show our technology, quality of labs and instructional capabilities
•Show that we provide hands on learning
•Feature equipment, materials, classroom setting.
COLLEGE PHOTO/VIDEO SHOOTS
• Program Videos.
•Execution:
•Video will be posted on program web pages.
ENHANCE THE MARKETING SERVICES
AND TOOLS AVAILABLE TO COLLEGES
• Create customized college templates for system-wide
initiatives.
•Update all program brochure templates with new recruitment look
including Go You campaign.
EMBRACE A MARKET-RESEARCH
APPROACH
• Ensure all marketing and web activities are researchbased and designed to meet the needs of customers.
• Ensure that the 2011-12 KCTCS Prospective Student
Research Study serves as the foundation for all external
marketing activities and plans.
• Develop research tools to assist with executing the new
CRM system and the student recruitment funnel.
•Develop a research tool to determine why people drop out of
enrollment funnel.
EMBRACE A MARKET-RESEARCH
APPROACH
• Develop local college market research resources.
•Create web-based survey tools.
•Develop focus groups guidelines and training.
•Create guidelines for conducting market research during college
orientations.
• Continue to enhance the mystery shopping program to
assist colleges in providing outstanding service to
prospective students.
EMBRACE A MARKET-RESEARCH
APPROACH
• Conduct both quantitative and qualitative research
methods to determine messaging and appropriate
communication vehicles for targeted audiences.
•Conduct focus groups and individual interviews to fine-tune messaging
for key initiatives such as enrollment, general college branding, etc.
•Conduct surveys and focus groups to create messaging for college pride.
EMBRACE A MARKET-RESEARCH
APPROACH
• Develop and enhance measurement tools to assess the
effectiveness of System Office and college
marketing/recruiting efforts.
•Develop a plan to deliver monthly web analytics and provide analytics
training to colleges and support staff.
•Create and execute a plan to utilize web analytics for UK/UofL buy.
•Create vanity urls and landing pages for cafeteria plan activities to
enhance measurement efforts.
•Utilize Intelliworks to track system-wide marketing/recruitment
campaigns.
SUPPORT THE STUDENT SERVICES
INITIATIVE
• Develop communications plans and materials for Phase II
of the call center.
• Integrate call center information in all recruitment
materials/vehicles.
DEVELOP AND EXECUTE STRATEGIC
RECRUITMENT PLANS AND MATERIALS
• Provide colleges with a cafeteria plan that offers direct
marketing/recruitment options.
KCTCS CAFETERIA PLAN
PROPOSAL 2013-14
OBJECTIVES
• Provide universal media components that enable KCTCS
colleges to choose and customize a flexible system-funded
option that best suits their local market and target
audience.
• Programs should:
•Assist colleges with their local direct marketing and recruitment efforts.
•Provide options that target both traditional and non-traditional
students.
•Provide opportunities to engage prospective students.
•Allow for tracking/measurement.
2013-14 OPTIONS
•
Targets traditional students in the hard
to reach high school athletics market.
Extends the reach of college recruiters
within the school and demonstrates
college/partnership.
Purl Direct Mal
•
Targets traditional students with highimpact direct response and web
engagement tactics.
Cinema Advertising
•
High concentration of A18-49 target
and provides a bigger than life canvas
for advertising.
Targets both traditional and nontraditional students. Provides a direct
response mechanism for recruitment
events.
Targets non-traditional students in an
unique community-based manner.
HomeTeam
Marketing
•
Facebook Event Ads
Bowling Alley
Advertising
•
HOMETEAM MARKETING
• This program reaches supporters, influencers, fans and
participants in their own backyard.
• KCTCS Colleges will receive:
•Signage in gyms and football fields.
•PA announcements at all games.
•Schedule magnets.
•Print ad in program (if available).
•Posters in high schools.
•Promotional cards.
•Onsite visits.
•Promotional engagement using unique url/microsite.
HOMETEAM MARKETING
• Fall Sports Cost
•$2,800 (includes PA announcements, field banner and either schedule
magnets or in-school posters.
• Winter Sports Campaign
•$2,600 (includes PA announcements, banner, program ad (when
applicable), schedule magnets or in-school posters.
PURL DIRECT MAIL
• PURLS make reach, conversion and activation easy by
connecting the recipient mailbox to the inbox and to the
web through a personalized web page.
• Participating colleges will receive customized:
•Direct mail landing page.
•Email follow-up.
•Dashhboard tracking.
•Prospective student leads flow into Intelliworks for ongoing
engagement.
•Mailing of viewbook and promotional item to respondents.
PURL DIRECT MAIL
• Cost - $1,900 per drop (either October or
February/March).
CINEMA ADVERTISING
• Customized cinema advertising spots are interspersed in
pre-‐show programming featuring locally relevant
information, new releases, music, sports, gaming and
technology.
• Participating colleges will receive:
•:30 spot with localized tag to run in selected theaters over the course of
the year with a unique vanity url.
•Microsite that encourages prospective students to fill out a web form.
•Prospective student leads flow into Intelliworks for ongoing
engagement.
FACEBOOK EVENT ADS
• Facebook event ads provide an opportunity to promote
unique college events such as Open Houses, College Fairs,
etc.
• Colleges will receive a two week package to promote one
event.
• Ads will allow prospective students to respond to an
unique event – Open House, College Fair, etc.
• Cost - $1,200 per event.
BOWLING ALLEY
ADVERTISING
• Bowling Alley advertising options vary by location but can
include floor graphics, banner stands and digital signage.
• All options will include:
•An unique vanity url.
•Microsite that encourages prospective students to fill out a web form.
•Prospective student leads flow into Intelliworks for ongoing
engagement.
SUMMARY OF COST
• HomeTeam per school.
•Fall Sports - $2,800
•Winter Sports - $2,600
•
•
•
•
PURL Direct Mail (ACT list) - $1,900 per drop
Cinema – Per negotiation
Facebook Event Ads - $1,200 per event
Bowling Alley Ads – Per negotiation.
BUDGET PER COLLEGE
• $10,000.
DEVELOP AND EXECUTE STRATEGIC
RECRUITMENT PLANS AND MATERIALS
• Develop a system-wide strategic recruitment program,
process and plan.
•Work with consultant to develop a strategic recruitment planning
template for both the college and system level.
•Develop a communications plan/messages/materials for each segment
of the recruitment/admissions funnel.
DEVELOP AND EXECUTE STRATEGIC
RECRUITMENT PLANS AND MATERIALS
• Rollout Customer Relationship Management (CRM) Intelliworks tool.
•Develop plan and training for Intelliworks CRM.
•Work with recruiters to execute plan for using Intelliworks to
track/communicate to prospective students.
•Develop CRM tools and campaigns to assist colleges in their efforts.
•Develop a coordinated student communications calendar.
DEVELOP AND EXECUTE STRATEGIC
RECRUITMENT PLANS AND MATERIALS
• Enhance KCTCS recruitment materials including
Viewbooks, program brochures, web sites, etc. specific to
each targeted audience (traditional students, nontraditional students, diverse populations, etc.).
DEVELOP AND EXECUTE STRATEGIC
RECRUITMENT PLANS AND MATERIALS
• Develop an effective, targeted, formal direct mail program
for college recruitment efforts.
•Create direct mail templates for colleges.
•Execute system-wide direct mail/e-campaigns utilizing the ACT,
preferred ACT, GED and other lists.
DEVELOP AND EXECUTE STRATEGIC
RECRUITMENT PLANS AND MATERIALS
• Develop traditional student marketing/recruitment
programs.
•Purchase ACT list.
•Research and embrace new media/technologies that appeal to this
audience.
•Investigate gamification to assist in engaging prospective students as
part of college recruitment efforts.
•Create unique recruitment materials and programs for key influencers –
parents, guidance counselors and teachers (both print and online
versions).
•Create parent materials including brochure and website.
•Create guidance counselor materials and website.
DEVELOP AND EXECUTE STRATEGIC
RECRUITMENT PLANS AND MATERIALS
• Develop traditional student marketing/recruitment
programs, cont.
•Develop marketing program to promote dual credit programs.
•Develop branding guidelines and marketing templates to promote
dual-credit.
•Incorporate dual-credit branding guidelines in all external
communications materials including website, recruitment materials,
etc.
•Develop a marketing and communications program to encourage
dual credit students to attend KCTCS colleges – particularly in route
to getting a four-year degree.
DEVELOP AND EXECUTE STRATEGIC
RECRUITMENT PLANS AND MATERIALS
• Develop non-traditional student marketing/recruitment.
•Develop an effective, targeted, formal direct mail program targeted to
non-traditional students.
•Develop and execute a direct mail/e-recruitment programs for GED
graduates.
•Investigate other direct mail lists that target the adult market
population.
•Develop web-based, online marketing programs.
•Capitalize on the learnings from Learn on Demand to develop an
online marketing program for individual academic programs.
•Develop marketing partnerships with workforce related organizations.
•Outcome: Investigate possible partnerships with organizations
committed to adult educations issues – Dollar General, WalMart, etc.
DEVELOP AND EXECUTE STRATEGIC
RECRUITMENT PLANS AND MATERIALS
• Develop non-traditional student marketing/recruitment.
•Sponsor Adult Learner College Fairs.
•Expand the Adult Learner College Fairs by partnering with other
organizations.
• Develop and execute strategies targeted to diverse, firstgeneration and low-SES students.
•Execute marketing and public relations activities to support the Super
Sunday initiative.
•Develop recruitment materials/plans to target the Latino population.
•Develop Latino viewbook.
•Work with Diversity Peer Team on a Latino outreach event similar to
Super Sunday.
DEVELOP AND EXECUTE STRATEGIC
RECRUITMENT PLANS AND MATERIALS
• Develop strategies to reach Veterans.
•Research best practices to reach Veteran marketing.
•Create communication materials/messages for veterans market.
DEVELOP AND EXECUTE MARKETING
STRATEGIES TO PROMOTE THE GO 2
WORK/HWHD JOBS.
• Create and execute a statewide marketing plan to
promote high wage/high demand jobs.
•Profile HWHD student success stories in all communication
materials.
•Incorporate “job” related messaging in all recruitment materials
(better jobs/money).
DEVELOP AND EXECUTE MARKETING
STRATEGIES TO PROMOTE THE
GO2TRANSFER
• Brand our transfer mission using the Go2Transfer branding
theme.
•Create transfer branding guidelines.
•Profile transfer student success stories in college recruitment
materials/vehicles.
•Profile transfer student success stories in all communication vehicles.
ENHANCE THE CONTENT AND
USABILITY OF ALL WEB SITES
• Develop and begin execution of a formal content strategy
and maintenance plan for KCTCS.
•Complete content owner audit.
•Develop ownership and governance plan
•Provide content training schedule and support systems training.
•Develop content strategy – persona and voice development, research,
language development.
•Update content.
•Develop Search Engine Optimization- keyword strategy.
ENHANCE THE CONTENT AND
USABILITY OF ALL WEB SITES
• Create a digital/web communications vision and plan for
both the KCTCS and colleges websites.
• Develop a toolkit of resources for the colleges that could
possibly include widgets, social media feeds, event
calendars, web forms and surveys, multimedia,
integration of social media and third party systems and
tools within Sitecore, enhancements to the CMS,
development and approval of microsites for specialized
purposes and photography/video services.
ENHANCE THE CONTENT AND
USABILITY OF ALL WEB SITES
• Work with student services and recruiters to develop a
prospective student web portal.
COMMUNICATIONS TOOLS
•
•
•
•
Communications Matrix
AdPro
Templates
TV/radio spots