The University of Texas Child Developmen Ad Campaign
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The University of Texas Child Developmen Ad Campaign
- 1. Greg Hathaway Shelby Scoggins Liz Solomon Laura Williamson Doug Wyatt UTCDC INTEGRATED COMMUNICATIONS PLAN February 2007 – August 2007
- 2. 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
- 3. 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
- 4. MARKETING RECOMMENDATIONS Main Objectives • UTCDC Brand Awareness • Knowledge (of UTCDC Services) • Preference of UTCDC over competitors
- 5. 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
- 6. 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
- 7. MARKETING RECOMMENDATIONS • Product – Branding – Information availability • Price – Affordable; competitive – Continue to seek corporate sponsors; grants • Promotion – Events, Advertising, PR • Distribution – Exclusive to UT community
- 8. 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.
- 9. 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
- 10. 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
- 11. 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
- 12. 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
- 13. 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.
- 14. 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
- 15. 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…”
- 17. 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
- 18. Intended Effects • Raise awareness • Increase knowledge • Create a polished image for UTCDC • Promote UTCDC events PR & PROMOTIONS RECOMMENDATIONS
- 19. Press Releases • Sent out throughout campaign • To PR contacts at UT, Austin, and local parenting publications PR & PROMOTIONS RECOMMENDATIONS
- 20. 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
- 21. Key Media Problem There are no parenting/child development publications serving the UT Austin community exclusively. Media Executions • Print • Radio MEDIA RECOMMENDATIONS
- 22. 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
- 23. 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
- 25. BUDGET
- 26. • 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
Editor's Notes
- PRESENTING Introduction: LIZ We are….? Thank you for coming. You asked us to… We are excited to show you what we came up with… Please hold Questions until the end
- PRESENTING: Liz
- PRESENTING: Laura and Shelby Shelby: Campaign Timeline Discuss Reasons that the timeline is from Feb. 2007 – Aug. 2007: Highest enrollment b/t May – Aug and parents need ample time to research child care/developmental centers Laura: Target Market Script Intro: Upon developing the campaign plan, the first thing that we needed to do was decide upon and learn as much as possible at the Target Market. Who: As you know, UTCDC services are open only to UT community faculty, staff, and students. For this reason, they are the target market. Numbers: 10,000 Staff/Faculty Employees + 50,000 Student = Target Market Grand Total of 60,000 Segments: There are 2 market segments within the Target Market. 1st Segment: UT community CURRENT and PROSPECTIVE PARENTS. - reason: they are or will be the end users of UTCDC services 2nd Segment: UT community Liaisons – who are these people? Student, Faculty and Staff Service Providers who come into contact with currently enrolled and prospective students on a regular basis. EX: Service Providers at the Student Services Building: Dean of Students (Student Orientation), Financial Aid, etc. Women’s Health Clinic. These people will act as educators for UTCDCs program and services as well as Referals. Target Market Total UT Population is 60,000. Definition: 50,000 Students + 10,000 Staff/Faculty – those that are available users of UTCDC’s services Why did we pick this market?: UTCDC is only open to the UT Community UT Austin Current and Prospective Parent Community Definition: “Parents” – end users of the services provided by UTCDC Why did we pick this market? Focus: UT Community Liaisons Definition: Faculty and Staff that work directly with students Why did we pick this market? They act as educators of UTCDCs services and referrals to UTCDC.
- PRESENTING: Laura Segway: “Now that I have explained the target market, I’d like to tell you about the objectives for the campaign” Laura: Target Market UTCDC Brand Awareness What is Brand Awareness? (Advertising Jargon – needs to be explained to Client) “What is Brand Awareness and what does this mean to UTCDC? UTCDC is a brand, like Fisher-Price or Tiny Love is a brand. Prospective Target Markets easily recognize those 2 names as companies who sell childhood and infant toys. It is important when people see the name UTCDC that they recognize it as a an ECCD (Early Childhood Care and Developmental) Program and all that a program encompasses which we will come back to shortly.” Why Brand Awareness needed? “We know that there is an need for Brand Awareness since UTCCC’s name has changed and because there are current misconceptions that UTCDC is only child care facility vs. the fact that they offer an Early Childhood Care Developmental Program”. (EDDC) Knowledge (of UTCDC Services) Awareness “People need to understand the services offered by UTCDC. When they understand the services, (Point to number 3) they will be able to compare and contrast services offered over those of competitors. Services such as”: Early Childhood Developmental Program and knowledge of what this is Accreditation and what this means Locational and Financial conveniences Public Schools: Not opened a full day, etc… “which will offer preference of UTCDCs Program”
- PRESENTING: Laura Williamson “In order to measure the effectiveness of reaching the goals established for the UTCDC campaign, there must be a way to compare and contrast results pre- and post campaign. The only reliable statistics that offer credibility as far as where UTCDC stands now on awareness, knowledge, and preference is to use the current users of the service. Current awareness of UTCDC’s services extend to 1% of the Total Target Market. The Awareness goal for the campaign is to increase current awareness to 20% and/or and or increase brand awareness of UTCDC among 12,000 members of the Target Market.” “A more accurate measurement of results should come from a survey that can be distributed to the entire UT Population. The survey should be administered pre and post electronically through Surveymonkey.com. Estimated dates for dispersion are Dec 2006/Jan 2007, for pre-survey, and then Sept. 2007/Oct. 2007 for the post survey. Results from the pre and post survey will give more accurate means of measurable results.”
- PRESENTING: Laura Just as with Awareness goals, knowledge goals have been calculated the same way but with different measurable goals. The campaign should increase Knowledge of UTCDCs services and program by 15%. That comes to a total 9000 of the total target market. The Time Frame and preference goals have been set up a little differently then the Awareness and Knowledge goals. Preference will be measured comparing Feb. 2007’s waitlist with August 2008’s waitlist. The waitlist should increase by 100 children.
- PRESENTING: Shelby Product The Product is a Service with provides an Early Childhood Care and Development Program which is an Accredited ECCD Program Price “Rates are affordable compared to those of competitors” “However, in order for UTCDC to remain affordable it is recommended that UTCDC continue to see corporate sponsorship and grants” Promotion There are many promotional outlets recommended which will be highlighted during the Advertising and Public Relations portions of this presentation. Placement Since you can’t really move a service such as this, no recommendations regarding placement are offered
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- PRESENTING: Laura “The Budget for this campaign is pretty self-explanatory”…run down list briefly – “Please feel free to look through the book for more a copy of this information to review at your convienece.” - LIST: 48% - Media, 25% = PR, 23% = Advertising, 4 = Contingencies. “In total, 48% of the budge will go towards Media, 25% will go towards Public Relations, 23% will go towards Advertising, and 4% has been saved for contingencies and/or unforeseen expenses.” ? ? ? ?
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