This document outlines a marketing campaign plan to promote Full Sail University's Internet Marketing Bachelor's Degree program. The plan targets minimum wage earners and those seeking a career change. It will develop separate website landing pages for each group. The minimum wage earner page will emphasize how the degree can lead to higher salaries and career opportunities. The career change page will provide information on current salaries, marketing opportunities, and graduate success stories. Paid search ads and social media will drive traffic to the sites.

1. NMD INDIVIDUAL PROJECT REPORT
Stephanie McNair
Saturday, April 12, 2014
Website Applications Channel

2. NMD INDIVIDUAL PROJECT REPORT
By Stephanie McNair
Website Applications Channel
Team 1 Marketing will be launching Full Sail University Online’s Internet Marketing
Bachelor Degree program (FSO’s IMBS) website marketing campaign targeting below
minimum wage earner niche market:
1) The Minimum Wage Earner(s)
2) Those who are seeking a career change
The Minimum Wage Earner - According to the United States Depart of Labor, Bureau
of Labor Statistics, in 2012, there were approximately 3.6 million hourly workers in the
United States with wages at or below the federal minimum wage.
The highest proportion of low hourly wage workers at or below the federal minimum
wage was in the leisure and hospitality industries. A large majority of workers are
employed in the restaurants and other food service industries, are paid at or below the
federal minimum. For many of these workers, tips and commissions is what helps them
make ends meet. When you factor in parents earning minimum wages and have
families to support, living at or below the poverty level, can be very depressing.
Career marketing to these individuals, can offer a glimpse of hope. A career change,
can be the lifeline they so desire. It can mean the difference between struggling or
rising above the poverty level and feeling confident in being able to take care of your
family.
Those who are seeking a career change - With the economy somewhat sluggish, the
uncertainty of your current position, and companies still downsizing, people tend to look
toward making a career change. In addition someone currently collecting
unemployment benefits, would seek out different career choices.
The benefits of using an FSO IMBS website channel to reach these specific
markets are as follows:
1) For the minimum wage earner, a visit to the website, will provide positive
reinforcement that going back to school, and getting a degree will be beneficial
in terms of salary. The site will show how taking this course, in Internet
Marketing degree, will open so many the doors to opportunities that currently
are not available to them. When you take the Full Sail Internet Marketing
degree program you are assured that you are learning the skills that companies
are looking for.
2) Those seeking a career change, a visit to the website, will engage the reader
with formation about the FSO IMBS programs. Information on current salary

3. trends. The different opportunities in marketing. A visitor can read stories on
our graduate’s success. The companies that hired FS graduates. The website
will be a great source of information to those seeking guidance in making a
career choice.
To reach these prime candidates for the FSO IMBS program through their
website, which is relevant and meaningful to them, we will develop two separate
landing page packages.
IMBS. We would use strategically placed PPC advertisements. The website would
offer salary comparison, details about the program. There would be links to the
local employment offices, FASFA, other financial links. Located on the site would
be a signup box, where you could get more specific information and even request a
consultation with a financial aid counselor. The website content would offer various
information on opportunities for IMBS graduates.
1) For the minimum wage earners, we would use strategically placed PPC
advertisements. These advertisements will be placed on the career sites, State
Unemployment website. In addition we will use a paid search ad on google and
with the use of keywords, appear in their organic searches. With our team
blogging, and involved in Facebook marketing, we should be able to drive traffic
to the website. Once on the website, we would have a sign up box and phone
numbers.
2) For those interested in a career change, our advertisements would also include
advertising on Facebook, Twitter, we would also advertise on the three major
search engines and with the use of keywords appear in their organic search
results. Once on the landing pages, visitors can sign up, use the tuition
calculators, and learn more about financial aid including student loans.
References:
http://americanactionforum.org/research/primer-minimum-wage-and-combating-poverty