Greg HathawayShelby Scoggins

Liz SolomonLaura Williamson

Doug Wyatt

UTCDC INTEGRATED COMMUNICATIONS PLANFebruary 2007 – August 2007

UTCDC & BRANDSITTERS

• UTCDC needs to increase awareness of itself and its services

• UTCDC needs an integrated communication campaign that will make use of the most effective and efficient channels for this message

MARKETING RECOMMENDATIONS

Target Market• UT Population: 60,000

– 50,000 Students– 10,000 Staff/Faculty

• UT Austin Current and Prospective Parent Community

• UT Community Liaisons

MARKETING RECOMMENDATIONS

Main Objectives• UTCDC Brand Awareness• Knowledge (of UTCDC Services)• Preference of UTCDC over competitors

AWARENESS GOAL• Increase current awareness level from 1% to 20% among the

target market• 20% of UT community = 12,000 TOTAL = 10,000 students

and 2,000 faculty and staff• Measurement: Pre- and Post-Surveys

MARKETING RECOMMENDATIONS

KNOWLEDGE GOAL• Attain 15% knowledge of UTCDC among the target market• 15% of UT community = 9,000 TOTAL = 7,500 students and 1,500 faculty and staff• Measurement: Pre- and Post-Surveys

MARKETING RECOMMENDATIONS

PREFERENCE GOAL• From the beginning of the campaign, February 2007 to August 2008, a 100-

child increase from average waitlist size as of February 2007• Measurement: Waitlist Observation

MARKETING RECOMMENDATIONS

• Product– Branding– Information availability

• Price– Affordable; competitive– Continue to seek corporate sponsors; grants

• Promotion– Events, Advertising, PR

• Distribution– Exclusive to UT community

Target Audience• UT Austin Students, Faculty, and Staff• Current and Planning Parents

• Conscientiously seeking childcare

EVENT RECOMMENDATIONS

Message

UTCDC is the most enriching place for your child to develop. It’s not just childcare—it’s a child development curriculum.

Intended Effects• Knowledge

– To increase parent education about child development

– To develop a cohesive identity

• Awareness– To promote word-of-mouth activity

• Preference– To create a positive image

EVENT RECOMMENDATIONS

UTCDC Speaker Series• Open to all UT students, faculty, and staff• Educate parents on popular and important

child development issues• Parents will be introduced to UTCDC—

able to tour facility, ask questions

EVENT RECOMMENDATIONS

Tentative Topics and Dates

EVENT RECOMMENDATIONS

UTCDC Educational Speaker Series

Date Time Example Topics Speaker

Tuesday, February 6 6:30 p.m. to 7:30 p.m.ECCD Programs: Early Childcare Development is More Than Child Care

UTCDC Staff

Tuesday, April 10 6:30 p.m. to 7:30 p.m.Discipline, Your Child, and You

UTCDC Staff

Tuesday, June 5 6:30 p.m. to 7:30 p.m.Preparing for Elementary School

UTCDC Staff

Tuesday, August 7 6:30 p.m. to 7:30 p.m. Early Childhood Literacy UTCDC Staff

UTCDC Socials• 50% of families at Colorado and Gateway

Housing have children• Food, drinks, games, and socializing• Inform parents of the UTCDC and its

services

EVENT RECOMMENDATIONS

ADVERTISING RECOMMENDATIONS

Target Audience• UT Austin Students, Faculty, and Staff• Current and Planning Parents

• Conscientiously seeking childcare

Message

UTCDC is the most enriching place for your child to develop. It’s not just childcare—it’s a child development curriculum.

ADVERTISING RECOMMENDATIONS

Intended Effects• Raise Awareness and Increase Knowledge

– Through print and radio

• Knowledge of advertising is assumed by attendance

• 30% awareness of advertising among attendees– Measured through a short survey

ADVERTISING RECOMMENDATIONS

Creative Strategy• Target’s Current Situation

– Target needs to be educated– So many childcare options

• Our Goal– To convey that UTCDC’s program is competitively

priced, but other programs are no competition

“UTCDC is the most enriching place for your child to develop…”

ADVERTISING RECOMMENDATIONS

Message

The UTCDC is a credible, full-time, enriching development program that is available exclusively to UT Austin students, faculty, and staff. As a parent, self-education is one of the most important things you can do to enhance your child’s future.

PR & PROMOTIONS RECOMMENDATIONS

Intended Effects• Raise awareness• Increase knowledge• Create a polished image for UTCDC• Promote UTCDC events

PR & PROMOTIONS RECOMMENDATIONS

Press Releases• Sent out throughout campaign• To PR contacts at UT, Austin, and local

parenting publications

PR & PROMOTIONS RECOMMENDATIONS

Student Orientations• Graduate Student Orientation

– electronic

• International Student Orientation– International Information Fair

Lending Library• Open to all current UTCDC parents and

parents who join the waitlist• Allows UTCDC to network with potential

parents

PR & PROMOTIONS RECOMMENDATIONS

Key Media Problem

There are no parenting/child development publications serving the UT Austin community exclusively.

Media Executions• Print • Radio

MEDIA RECOMMENDATIONS

Print• Reach 70% of UT Austin

community through advertising in The Daily Texan

• Over 35% of students and parents choose the newspaper as their main source of information

MEDIA RECOMMENDATIONS

Radio• Reach 45% of UT Austin via 91.7 KVRX

FM• Local Live Sponsorship

– UTCDC mentions– Promotional ads for the show in The Daily

Texan

MEDIA RECOMMENDATIONS

BUDGET

• UTCDC needs this campaign• The UT community should know more

about this progressive, diverse, enriching program

• Brandsitters understand the unique needs and benefits of UTCDC

CONCLUSION