marketing plan 2015-2017 -...

2015-2017MARKETING PLAN

TABLE OF CONTENTS Overview Page | 2Priorities and Strategies Page | 5Appendix: Activities Chart Page | 8

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INTRODUCTION

SOUTH MOUNTAIN COMMUNITY COLLEGE OVERVIEWSouth Mountain Community College is one of 10 colleges that make up the Maricopa County Community College District. The College is a federally designated Minority and Hispanic-serving Institution that offers associate degrees, certificates of completion, courses that transfer to universities and technology training. South Mountain Community College serves the communities of Phoenix, Ahwatukee, Guadalupe and Laveen.

The SMCC Marketing Plan was developed using the Appreciative Inquiry (AI) approach. More than 25 internal stakeholders and students representing all areas of the college were brought together over a series of meetings to discuss the strengths of the college. This approach allowed for a collaborative process in developing a plan that focuses on the future college. This plan is the tangible result of the inquiry process that describes where the organization wants to be, based on the internal and external needs of the College and community.

The intent of the SMCC Marketing Plan is to support the mission of the college, its efforts in targeted enrollments and the image of the College in the community. The plan aims to increase the visibility of SMCC’s brand, academic offerings and services to targeted groups. The college is known for being a great value to students and industry. South Mountain offers a variety of academic and training programs, and also has a student body that is diverse in ethnic, age and educational backgrounds.

Therefore, the marketing plan’s intent is to focus in two specific directions;

• Get the brand messaging to the greater community

• Target marketing efforts that support the priorities of the strategic enrollment plan

This document is meant to summarize strategic efforts to accomplish these two efforts to market the college. Additional discussion among college stakeholders will result in modifications to the marketing plan including, but not limited to: identifying responsible departments and/or groups for specific actions, establishing a timeline, refining strategies and activities, and decision-making based on budget information.

Communications Task Force

The Communications Task Force was established in spring 2014 to advise the college President on practical ways to enhance SMCC 's communications with a focus on three areas: target audiences, content and messages, and the efficacy of a variety of communication tools and channels. Outcomes from this task force were vetted through Shared Governance, and initiatives are represented in this plan.

Special Thanks

President's office, faculty, staff and students for their input and support of the South Mountain Community College marketing plan.

The development of the marketing plan will occur through a three-tiered approach: priorities, strategies, and activities. Marketing priorities are what the college wants to achieve; marketing strategies are how the college intends to achieve the priorities. Related to activities, the marketing plan will draw together the analysis, priorities, and strategies, and use them to build a foundation for detailed tactical actions. These activities will implement the marketing strategies and achieve the agreed priorities. The marketing priorities are:

MARKETING PRIORITIES

Assess the college’s market position and identify special target audiences

Improve brand identity to promote community awareness and enhance SMCC’s reputation in the service area

Implement an integrated marketing approach to communication, marketing strategies, and efforts from various groups and/or departments across the college

Create and implement marketing activities to increase student enrollment

Evaluate the effectiveness of marketing activities through data-driven research methods

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ASSESS THE COLLEGE’S MARKET POSITION AND IDENTIFY SPECIAL TARGET AUDIENCES.

Using research and demographic information, this plan will result in attracting and recruiting new students, raising community awareness of South Mountain Community College and cementing SMCC as the college of choice for our service area.

Compile demographic information for SMCC’s service area

Hold a series of focus groups with high school students, community members, alumni and current students

Conduct a current student survey of 25 classes across the three campuses to determine media usage and college-specific information, including how students learned about the class, the SMCC class schedule, and the college website

Conduct phone interviews with students that dropped fall semester and those who only completed fall 2014 and did not register for spring 2015 to determine why they stopped attending

PRIORITY

STRATEGY

01

1.1

1.2

1.3

1.4

Create and establish a unified voice and visual identity for SMCC

Communicate effectively with the external community to build awareness of events, activities, programs, and services

Communicate effectively with the internal campus community to build awareness of events, activities, programs, and services

Develop and implement a public relations plan that provides information to media outlets on a continuous basis

IMPROVE BRAND IDENTITY TO PROMOTE COMMUNITY AWARENESS AND ENHANCE THE COLLEGE’S REPUTATION IN THE SERVICE AREA AND BEYOND.

IMPLEMENT AN INTEGRATED MARKETING APPROACH TO COMMUNICATION, MARKETING STRATEGIES, AND EFFORTS FROM VARIOUS GROUPS AND/OR DEPARTMENTS ACROSS THE COLLEGE.

PRIORITY

PRIORITY

02

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Branding is EVERYTHING the college says or does. Every press release, flier, memo and presentation; every Facebook, tweet and Instagram post; every service, every ad and every communication says something about the college – what we stand for and what we are about. Everything needs to be aligned to have strong, consistent messaging.

STRATEGY

STRATEGY

2.1

2.2

2.3

2.4

Integrated Marketing Communications is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.

Support outreach efforts through the development of integrated marketing methods

3.1

CREATE AND IMPLEMENT MARKETING ACTIVITIES TO SUPPLEMENT STRATEGIC ENROLLMENT MANAGEMENT EFFORTS.*

EVALUATE THE EFFECTIVENESS OF MARKETING ACTIVITIES THROUGH DATA-DRIVEN RESEARCH METHODS.

PRIORITY

PRIORITY

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STRATEGY

STRATEGY

Targeted marketing isn’t merely important; it’s your statement about who you are in the competitive marketplace, what benefits you have to offer, and most important, who exactly are your customers and your competitors. Students have many choices when it comes to higher education; adult students want and need convenience – we need to separate ourselves from the competition and create strategic messages that fit within the SMCC brand. Our brand has to be relevant, targeted and careful. Engaging with our audience demands that we tailor messages precisely to ensure that we are heard not ignored.

Conduct ongoing research to support marketing and outreach decisions through primary data

Analyze secondary data to support marketing and outreach decisions

Assess traditional media through post-buy/post-campaign analysis

Assess non-traditional/new media marketing activities

Perform a communications audit of marketing materials

Identify appropriate media vehicles to reach curriculum target market segment (males and females, ages 18-34) a minimum of three times per campaign flight through traditional and non-traditional media

Support enrollment management tactics to increase the enrollment of area high school students at SMCC

Create and implement targeted marketing campaigns

4.1

4.2

4.3

5.1

5.2

5.3

5.4

5.5

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ACTIVITY ADDITIONAL INFORMATION

TARGET AUDIENCE

Demographic analysis Maricopa and Pinal counties; also for the zip codes in our service area and 85238/9

Student enrollment analysis for past four years, fall, 45th day

Distinguish between full and part-time students and hybrid

Demographic enrollment analysis

Collect enrollment information for each campus by zip code in the service area

High school graduation rate analysis

Assemble graduating class information for all high schools in our service area for the past four years

High school enrollment analysis

Compile enrollment information for all high schools in our service area for the past four years; distinguish ACE and dual enrollment

Academic analysisEnrollment and completion for programs and certificates for past four years

High school focus groups – South Mountain, Cesar Chavez, Mountain Pointe, Horizon CLC, Corona del Sol

The purpose is to better under-stand students’ perceptions of South Mountain Community College and students’ media usage and media preferences

Students 16-18

Community members focus groups – series of three

The purpose is to better understand participants’ perceptions of South Mountain Community College and its value to the community, as well as their media usage and preferences

Adults 18-65

PRIORITY

01


SMCC Alumni focus group

The purpose is to better understand participants’ perceptions of South Mountain Community College and its value to their life

Adults 21-65

Current students focus groups – series of three

The purpose is to better understand students’ perceptions of South Mountain Community College, why they chose the college, and students’ media usage and media preferences

Current student survey (general)

In addition to media usage and preferences, the students will be asked college specific questions, including how students learned about the class, the SMCC class schedule, and the college website

Current student survey (AAA/CPD)

Students enrolled in AAA/CPD and math classes will be alternately surveyed each spring to determine their perceptions on SMCC advertising and website

Phone interview Students who did not complete fall 2014 and students who completed fall 2014 but did not register for spring 2015

PRIORITY

01

PRIORITY


02Unified logo for entire college

All departments and programs will use one logo – the official logo for South Mountain Community College

Internal and external

Propose new/updated college logo that represents the college and fits with the One Maricopa effort

One Maricopa to kick off in April 2016

Internal

Reinvent Cougar mascot line art

Modern update to existing college mascot


Internal and externalDevelopment of Visual Identity Standards and comprehensive Style Guide

Include logo guidelines, typefaces, colors, primary/secondary color palettes, email footer/signatures, writing guidelines

Business cards Modernize the current business card layout/design




Campus entrances Update the look and signage at college entrances and marquee – based on funding

Develop a series of templates for the college

PowerPoint, letterhead, email signature, memo, meeting agenda, meeting minutes, flier



Establish college key messages to guide external marketing messages

Recommended messages: financial aid, cost and academic reputation

Establish college tagline

Update current tagline to a message that communicates value and build upon the reputation of the college

TARGET AUDIENCE

PRIORITY

ACTIVITY ADDITIONAL INFORMATION TARGET AUDIENCE

02Form and build partnerships* within the community

Churches, soccer leagues, etc. – based on funding

Internal and external External community (businesses, donors, alumni, media, prospective students, parents)

Direct Mail My ## started at South Mountain campaign, one postcard per month to market area

Adults 18-34

Birthday email Personalized contact from the college

External community (current students alumni)

Phone message for calls on hold

Announce events, deadlines, etc. External community

Other branding opportunities*

Parades, community events External community (businesses, donors, alumni, media, prospective students, parents)

Rack cards: For programs and certificates that can be completed at SMCC

Update on an annual basis and use for recruiting

External community (businesses, donors, alumni, media, prospective students, parents)



Window decals To be placed on cars for branding

Create a college view book

Produce in multiple formats (online, DVD, print)

PRIORITY


02Annual report Produce in html External community

(businesses, donors, alumni, media, prospective students, parents)




Purchase new digital marquee

Based on funding

Other collateral materials as needed

Other needs including, but not limited to: brochures, flyers, post-cards

Mountain Top 10 email Distribute via email to college faculty and staff, as well as others upon request

Internal (faculty and staff)


College catalog (online)

Provide current programs of study and student policies and procedures

Develop an annual media schedule for recurring stories, events, activities, etc .

Internal (Faculty and Staff)



Send out articles and feature stories related to college initiatives, events, programs, etc.

Maintain and update media contact list

Compile administration/ faculty achievement and expertise inventory

For media, annual report and Mountain Top 10

PRIORITY


03External and Internal

External and Internal

External and Internal

Create an annual events calendar

Provide consistency between print and electronic media

Integrate design elements across all external and internal communication methods (publications, advertising, collateral materials, signage, website, etc.)

Standardize request process for marketing services



Cougar Screens, marquee

Develop guidelines for the intended use

Consistent messaging and brand relevance

Review and consult on all materials and collateral that have the SMCC logo to ensure messaging, visuals and platform are consistent with the college's brand and the intended audience

TARGET AUDIENCE

PRIORITY


04Radio Spots iHeart Media, Univision Radio –

based on Arbitron rankingsAdults 18-34

Adults 18-34

Adults 18-34

Adults 18-34

Adults 18-34

Adults 18-34

Adults 18-34

Adults 18-34

Adults 18-34

Adults 18-34

Adults 18-34

Twice per month ads in community newspapers

Ahwatukee Foothills News, Wrangler News, SM District News

Strategic email blasts Marketing campaigns, registration, graduation

Direct Mail Registration, graduation, etc. mailing five times per year

Posters Marketing campaigns, registration, graduation

Banner flags Marketing campaigns, registration, graduation

Enhance social media Facebook, Twitter, etc.

Video and interactive media

You Tube, college website

Establish an online advertising presence

Facebook, You Tube, Hulu, etc.

Use of technology of college website (blogs, podcasts, video)

Develop guidelines/policy

Yard signs Placed throughout the market area at specific time periods (registration, graduation and college website)

Community at large

Mall advertising Arizona Mills Mall, Premier Outlets at WHP

PRIORITY


04Adults 18-34

Adults 18-34

Adults 18-34

Outdoor advertising Billboards, bus stops

Theater advertising Arizona Mills Mall, Ahwatukee AMC, Pollack Cinemas

Infographic fact sheet Enrollment, graduation rate, growth; transfers; NAU dual enrollment; Demographics; diversity; ESL students; Programs offered (complete); Percentage of trained graduates in key fields; Points of pride; Economic impacts

Adults 18-34; high school students

Welcome Packet Distribute to new students; fact sheet, letter from president, resources, etc.

View book See strategy 2.2

Send personalized college letter to GED graduates

Congratulate student and provide information about curriculum programs

Current GED students

Offer placement tests to graduates and send letter of acceptance

Make graduates feel as if they have been “accepted” into college

Current GED students

Welcome/Newcomer resident Packet

Letter from the president, fact sheet

New residents

Minority newspaper advertising

Three times per year Minorities

PRIORITY

PRIORITY


04

05

Newspaper advertisements

Marketing will work with PAC, programs/certificates (complete), and services to develop advertising – ads are paid for by departments

Community, Adults 18-34

Social Media Marketing will work with PAC, programs/certificates (complete), and services to develop posts




College website ads Marketing will work with PAC, programs/certificates (complete), and services to develop online ads

College website improvements

Continuous design improvements and updates

Focus group Annual High school student focus groups, community focus groups, current student focus groups, college faculty/staff focus Groups each spring

Surveys based on funding

Community survey for benchmarking every five years

Survey – completed by the district

Student Media Preferences

Enrolled Student Survey

Annually in the fall

Radio ratings and earned media report

Fall and spring

Website tracking and analysis

Measure direct URL, navigation process of users, frequently used areas of website

PRIORITY


05Print materials response rate

Materials will have phone number, website

Evaluate effectiveness of materials

Is there a consistent look and feel? Is the target market responding positively?

Are current and potential students receiving a consistent message from staff (phone and in person)

Secret shop our services

TARGET AUDIENCE

2015-2017

marketing plan 2015-2017 -...

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