NECTE Integrated Marketing Communications Plan

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Integrated Marketing Communications Plan for New England Center for Technical Education.

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NECTE Integrated Marketing Communications Plan

  1. 1. Integrated Marketing Communications Plan, MSPC 3100 New England Center for Technical Education
  2. 2. Agenda  Overview  Research  Situation Analysis  Key Issues  Objectives  Primary Audiences
  3. 3. Agenda Cont’d…  Segmented Target Audiences  Communication Strategy  Message Strategy  Marketing Communication Media Strategy Marketing Materials  Recommendations  Methods of Evaluation
  4. 4. 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
  5. 5. Research  Interviews  Telephone/In-Person Discussions  Internet Analysis
  6. 6. Situation Analysis  Market Situation  Customer Situation  Company Situation  Product Situation  Competitive Situation
  7. 7. Key Issues  Challenges  Top-Mind-Awareness  Payment Plan  Low Enrollment  Strengths/Opportunities  Location  Affordability  Experience  Hurdles  School Procedures  Retaining Current Customers
  8. 8. 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.
  9. 9. Primary Audiences  Allied Health Professionals  Professional Trades  Prospective Students  Alumni/Former Students
  10. 10. 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
  11. 11. 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.
  12. 12. Communication Strategy  Selling Idea  Providing a value-added education that will prepare professional trades and allied health professionals for career advancements. Tagline Advancing Careers. Building Futures.
  13. 13. Message Strategy  Affordable, high-quality education  Highly qualified instructors  Flexible and convenient scheduling  Geographic accessibility
  14. 14. Marketing Communication Media Strategy  Website  Social Media  YouTube  LinkedIn  Facebook  Direct Marketing  email  snail mail
  15. 15. Marketing Communication Media Strategy  Print Material  Brochures  Special Events  Career Fair  Socials
  16. 16. Recommendations  Corporate Identity Program  New Name  New Visual Identity  Collaborations/Partnerships  Website  Separate from Nashoba  Career Fair  Brochures
  17. 17. 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
  18. 18. Thank You.

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