1. IMC@SLC
Marketing Plan

2. OBJECTIVES
-To raise awareness of IMC@SLC to students
and parents.
- Show the benefits of the program to students
and parents
-Get ten new applications for the 2014 program
by mid- to late- september.

3. Segmentation

4. Consumer Behaviour
Psychological - Hierarchy of
needs
Social- reference groups

5. Target Market- Geographic
Areas- Sutton Mills, Westwoods,
Sunnyside
Schools- Kingston CVI, Loyalist CVI,
Frontenac SS, Bayridge SS

6. Target Market- Demographics
Gender
Age
Language
Ethnicity
Income level

7. Target Market-Psychographics
Interests- Computers, Post-secondary,
Social Media

8. Target Market- Socialgraphics
Reference Groups: Peers, Family
Social Class: Middle-Class, Upper Class

9. Competitive Analysis
Unique Selling Proposition: 7 credits,
Post-secondary experience.

10. Product
Product Mix- Range of focus programs
Current Branding- Dual Credit PASS branding
Consumer good status- Specialty service, High
Quality
Product life cycle: Maturity-Decline Stage

11. Promotion
Shotgun/Rifle Strategies: Shotgun(Posters)
Rifle(Postcards, Facebook)
Advertising: Posters, Postcards, Facebook.
Sales Promotion: Free items

12. Promotion- Continued
Guerilla- Information Sessions
Selling- Alumni experiences
Public relations- Website, Twitter, Youtube

13. Branding
Brand Name- IMC@SlC
Slogan- Get out of high school and get into life
Brand Image: Fun and exciting

14. Branding- Logo

15. Budget

16. Timeline