necte integrated marketing communications plan
DESCRIPTION
Integrated Marketing Communications Plan for New England Center for Technical Education.TRANSCRIPT
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Integrated Marketing Communications Plan, MSPC 3100
New England Center for Technical Education
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Agenda Overview Research Situation Analysis Key Issues Objectives Primary Audiences
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Agenda Cont’d… Segmented Target Audiences Communication Strategy Message Strategy Marketing Communication Media Strategy
Marketing Materials Recommendations Methods of Evaluation
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Overview Plan developed to be both cost and time
efficient Addresses the need to increase enrollment Developed using information gathered from
interviews with: Joann Sueltenfuss Alumni Current students Channel Customers Prospective Students
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Research Interviews Telephone/In-Person Discussions Internet Analysis
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Situation Analysis Market Situation Customer Situation Company Situation Product Situation Competitive Situation
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Key Issues Challenges
Top-Mind-Awareness Payment Plan Low Enrollment
Strengths/Opportunities Location Affordability Experience
Hurdles School Procedures Retaining Current Customers
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Objectives Marketing:
To increase FY13 student enrollment from 100 to 150 students.
IMC: To create top-of-mind awareness of the NECTE
brand among key target audiences that positions the organization as the provider of choice for those seeking career advancement.
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Primary Audiences Allied Health Professionals Professional Trades Prospective Students Alumni/Former Students
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Segmented Target Audience Current students Alumni Prospective students in the Allied Health field
and Tradespeople Channel Customers
Plumbing/Heating professionals Electricians Auto Body Repair Specialists Automotive Repair and Maintenance Construction Workers and General Contractors
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Communication Strategy Target Buying Incentive
A value-added education that will prepare the customer for career advancement.
Competitive Consumer Benefit New England Center for Technical Education will
provide a value-added education for its students that will prepare them for career advancements more effectively than their competitors.
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Communication Strategy Selling Idea
Providing a value-added education that will prepare professional trades and allied health professionals for career advancements.
TaglineAdvancing Careers. Building Futures.
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Message Strategy Affordable, high-quality education Highly qualified instructors Flexible and convenient scheduling Geographic accessibility
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Marketing Communication Media Strategy
Website Social Media
YouTube LinkedIn Facebook
Direct Marketing email snail mail
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Marketing Communication Media Strategy
Print Material Brochures
Special Events Career Fair Socials
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Recommendations Corporate Identity Program
New Name New Visual Identity
Collaborations/Partnerships Website
Separate from Nashoba Career Fair Brochures
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Methods of Evaluation Overall marketing objective:
Measured by the increase in registrants from FY12-FY13.
IMC Plan: Because we don’t have the budget to do pre and post surveys, we will measure Increased number of website hits Increased number of Facebook likes Number of phone call inquiries Number direct mail responses
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Thank You.