QC Marketing Annual Report

2014

T A M I S E I T Z , D I R E C T O R Q C M A R K E T I N G

Goals from last year...

THINGS WE MADE HAPPEN!

The People…

…who influence marketing efforts

Target team

QC Marketing Advisory Group

Marcia Lense-KWQC

Randy Jacobs-TAG Marketing

Gary Rowe-WIU-QC Development-retired

Jill Weaver-Modern Woodmen

Susan Seaver-Goetz-WIU Alumna

Val Yazbec-Dispatch/Argus

Ann Walsh-WIU-QC Marketing Faculty

Our students

Supporting WIU-QC Marketing

-to get the word out in the most economical and effective way.

Goals from last year...

THINGS WE MADE HAPPEN!

QC River Bandits

QC Sports involvement-sponsoring 5k race and

Little League tournament benefitting scholarships, college nights

Sponsors with Education

The Women’s Connection

Sponsorships 2500 +

Shawn Johnson and Jean Chatzky

New Advertising-Mobile

KWQC

New Advertising-Digital

OnMedia

B-100 Live Remote

RedHot Brian Scott and Cody Tucker

WQAD

WQPT

$18,000 promotional underwriting

Holiday Campaign

NorthPark Mall

Outdoor Messaging

Miscellaneous Marketing

Flatsheets

“Swag” Promo items

Selection, coordination with departments and student groups

Maintain logo/licensing standards

Visual identity guidelines

“Swag” Promo items

“Swag” Promo items

Table drapes

Licensing/Trademarks

What we learned

This NOT This

Weather Related Closures

Weather Related Closures

Program and Event Promotion

Recognition Presence

Recognition Presence

Logo creation

Accompanied by a news release and story

Photo shoots, set-up, coordination, usage

Photo shoots, set-up, co-ordination, usage

WIU-QC

The Big Picture

Print ads

Flag Postings

Flyers R We!

WIU-QC Public Events

Posted as flyers

Plasma screens

Facebook posts and Events

Tweets

Web/events

Community Calendars

News releases

Rockenews

Kiosk

Event promotion

Student group events

Faculty/program

Community

WIU-QC Events

Can you help me? I have no money…

Social Media

News releases

WIU-QC email blasts

Community Calendars

Media contacts-story pitches

Chamber ad/messaging and coordination

Greater Hispanic Chamber

WQPT-Out and About

TWC

NABCA

15 minute video to showcase QC’s and WIU-QC

NABCA Video

Visit Quad Cities-CVB

WQPT-Year in Review

#successtory

WIU-QC :30

What’s Great about WIU-QC

Phase II

NABCA

Focus Groups

We hear from our students and make decisions based on feedback

Viewbook-less of this

Viewbook-more of this

QC Viewbook-Silver Collegiate Advertising Awards 2013

Web

Webmaster Admissions Marketing

-Spotlight-New Photos -Stories/Feature -New Programs

-New Pages

Web

New Web

New Web

New Web

Social Media

Facebook-over 1100

Twitter

TV-Broadcast, Digital, Mobile, Geo

WQPT-The Cities

QC Joint Higher Ed Marketing Alliance

St. Ambrose University

Augustana

Trinity

EICC

Black Hawk

Palmer

WIU-QC

QC Chamber

Grad Center

Achieve Quad Cities

-branding the QC’s as a “college town/education hub”/Amtrak

-focus groups and research

Marketing Advisor/Volunteer

News Releases

News Media-

-over 49 stories last 9 months-WIU-QC experts, accessible on-cam interviewees

QC Times

Dispatch/Argus

Diversity Outreach

Latino Guide

CBS4 Hispanic Heritage month sponsor

CBS4

#successtory

Andrey Mojica

QC Military

Military Appreciation/College Night

Military

Lincoln Event

Graduation Celebration

Graduation Celebration

WQAD-”The Pledge”

Marketing Intern-Leah and radio

97X

Because we do all these things….

Enrollment grew!

Enrollment

1502

Goals

Keep on keepin’ on

Curtis Mayfield

New Advertising-Mobile

Planning new mobile app

More permanent sponsorships and physical

presence

The Cosmos-FOX 18 Sponsor More high end educational program sponsor

Communication Plan for New Programs

0 5 10

Message

Budget

Implementation

Tracking/ROI

Licensing/Trademarks

More licensed vendors in the QC area

Marketing Internships/Grad Assistants -year round

New Design Concepts

Campus Opening Celebrations Media $

Continue Cost Savings $ special sales, remnants, negotiations, discounts etc

$17,412

In line with the Strategic Plan

All FY Goals/Objectives support the WIU Strategic Plan’s number one goal

University Growth and Recruitment with each item playing a part in our plan to grow enrollment and increase awareness of WIU and our traditions of excellence!

Keep up with Technology Goals

Continue to research how our students use technology and meet the needs of our recruiting specialists needs as they meet with future students and parents.

Technology Goals

Mobile and web focused

51.1% of smartphone and tablet users now check their email using only a mobile device.

Video enhancing marketing

60% of network traffic is video

Social media

72% of high school seniors last year researched their prospective colleges on a social media site

Continue to tell the story

92% of consumers trust recommendations from friends and family above all other forms of advertising

Budget Request

$92,000 New campus opening

Maintain strategic marketing plan

Increase Outdoor advertising

Publication design

Freshmen enrollment

New program campaigns

Killer video production :30 sec commercial

Program videos

TAG mapping

Funds to brand us as an educational hub

Amtrak marketing

Military targeting

New Generation of Rocky

Rocky Graduates!

Questions?