Central Carolina Community College

Marketing Plan, 2009 - 2012

Phase Two: 2 Year Update

Prepared byMarketing & Public Affairs Department

Marketing Plan, Two-Year Update

The 2009–2012 Marketing Plan establishes goals, strategies, and tactics to be completed within specified time periods. This two-year update provides detailed information on the tactics that have been implemented and/or accomplished since July 2009. The entire Marketing Plan can be viewed online at www.cccc.edu/planning.

1112Student Planner

and handbook

www.cccc.edu

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Goa

l #1:

Strategy 1.1

Identify appropriate media vehicles to reach curriculum target market segment (males and females, ages 18–34) a minimum of 3 times per campaign flight through traditional media (including registration and promotion of 50th anniversary)

Broadcast television commercials Cable television commercials Radio Spots Build email database

Strategy 1.2

Identify appropriate media vehicles to reach curriculum target market segment (males and females, ages 18–34) through non-traditional/new methods

Build email database Strategic email blasts Execute social media/networking campaign Use of video and interactive media Establish online advertising presence

Strategy 1.3

Implement marketing and enrollment management tactics to increase the enrollment of area high school students at CCCC

Student recruitment (testimonial letters, creating success stories, phone calls, use of successful graduates) Utilize bulletin board space in each service area high school Direct website marketing (www.cccc.edu/highschool) Develop relationships with high school guidance counselors through an on-campus event Provide information to high schools

Strategy 1.4

Plan and implement a targeted print campaign

Minority newspaper advertisements Standardizeflyerdistributionforsummercampsandinformationtoareaschool systems

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Strategy 1.5

Identify appropriate media vehicles to market the Economic & Community Development Division through traditional/non-traditional media

Printed/mailed class schedule and/or print material directing individuals to an online class schedule Bi-weekly newspaper advertisements Targeted campaigns

Strategy 1.6

Supply college promotion of specific events, activities, courses, programs, and services

College website (www.cccc.edu) improvements Supplylocalbusinesses,agencies,unemploymentoffices,libraries,Chambersof Commerce, and other area literature racks with recruitment materials Speakers Bureau

Strategy 1.7

Create and implement targeted marketing campaigns

Provide and promote incentive to enter curriculum program (promoted in class schedule) Formation of Recruitment Committee to develop college recruitment/enrollment plan

Strategy 2.1

Communicate effectively with the external community (businesses, donors, alumni, media, prospective students, parents) to build awareness of events, activities, courses, programs, and services

Planning of community events hosted by college (50th anniversary) Form and build partnerships within the community Promotion of athletic program (mascot costume, contest, bleachers) Develop and implement an alumni relations campaign Formation of 50th Anniversary Committee Rack cards: Curriculum and Economic & Community Development Division/college service areas College overview brochure Annual Report Custom publication: “Education that Works” Display boards Other collateral materials as needed Other branding opportunities (publications, sponsorships, college vehicles, parades, fairs, etc.)

Strategy 2.2

Communicate effectively with the internal campus community (students, faculty, staff) to build awareness of events, activities, courses, programs, and services

Cougar Bytes email publication (NCMPR Medallion award winner) Eventandspecialtyflyers College catalog (process for Academic Affairs to maintain and update) Student Planner & Handbook

Strategy 2.3

Create and establish a unified voice and visual identity for CCCC

Creation of 50th Anniversary logo Begin process of reinventing cougar mascot Creation of College Logo Committee and work with outside company to develop new college logo Parking sticker (as marketing tool) Alumni sticker Business cards CCCC merchandise/apparel in college Bookstores Establish college core attributes to guide external marketing messages Establish college tagline (Turn Options into Opportunities) Establish value statement

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l #2:

Strategy 2.4

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

Develop an annual media schedule for recurring stories, events, activities, etc. Send out articles and feature stories related to college initiatives, events, programs, etc. Maintain and update media contact list Expand “Creating Success” database Compile administration/faculty achievement and expertise inventory

Goa

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Goa

l #3:

Strategy 3.1

Support outreach efforts through the development of integrated marketing methods

Update media kit Provide consistency between print and electronic media Integrate key positioning messages Integrate design elements across all external and internal communication methods (publications, advertising, collateral materials, signage, website, etc.)

Strategy 3.2

Support the college’s efforts to complete a college-wide campus beautification project to enhance the learning environment in the classroom and other areas that attract and engage students

Coordinate campus displays Coordinate signage and collateral materials

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Goa

l #4:

Strategy 4.1

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

Surveys: Quantitative

Strategy 4.2

Analyze secondary data to support marketing and outreach decisions

Enrolled Student Survey

Strategy 4.3

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

Nielsen Media Research Arbitron Radio Ratings

Strategy 4.4

Assess non-traditional/new media marketing activities

Website tracking and analysis Measure response rates from print materials Measure inquiry calls/volume of calls Track enrollment management data (inquiries, prospects, applicants, enrollees)

Strategy 4.5

Perform a communications audit of marketing materialsvaluate effectiveness of methods for collecting data and information

Determine most appropriate method of communication and position messages with a consistent voice