Advertising IMC Campaign

December 6, 2010 When Today Meets Tomorrow
When Today Meets
Tomorrow…….
K T L Advertising
Lisa Kent

Industry Trend

Organization Review
• HACC’s mission is to foster educational, cultural,
work force development, and economic growth of
the college service areas.
• HACC’s enrollment in virtual distance learning
for this fall was 5,300 students.
• There are 23,000 students across all campuses
enrolled into credit courses.
• There are more virtual courses and classroom
courses offered than blended courses.
• There are more than 50,000 students enrolled
into non-credit courses.

Growth
2008 Head Count: 19886
2009 Head Count: 22529
2008 Virtual E : 4242
2009 Virtual E : 4942
2008 Female : 12982
2009 Female : 14305
2008 Male : 6904
2009 Male : 8224

Services
• Services offered to help students succeed include:
• First Choice: a freshmen orientation program for
incoming high school grads.
• Focus on student success
• Placement testing that promotes student success in the
classroom
• Learning support center
• Master student program
• Free tutoring and academic workshops
• Academic advisors and career counselors
• Transfer center with resources to research transfer
schools

SWOT Analysis
• Strengths
• Multiple community locations
• Affordability
• Informational Website
• Web Marketing (Face Book, article and banners)
• Weaknesses
• Website not personal/appealing
• Technology for blended courses
• Not enough faculty interest
• Insufficient information on blended courses
• Ease of use in virtual world (website)
• Chat Client not activated
• Opportunity
• Decrease demand for classrooms (Green Initiative)
• Increase enrollment into blended courses
• Increase faculty participation in teaching blended courses
• Education Reform (Whitehouse Summit)
• Increase traditional and non-traditional student enrollment
• Economics (HACC article on dislocated workers program)
• Threats
• Policies
• Regulations

Community Objectives
• Awareness: In order to increase
awareness to our target audience, forms
of advertisement such as magazine ads
and internet ads must go out. Blended
courses are so hidden by traditional
learning, that many people don’t even
know what they are, or how to get
involved.

Target Audience
• Primary target market demographically would
be between the ages of 25 and 40 years old.
• New Students
• Secondary target market demographically would
be between the ages of 18-21 years of age.
They need more information about blended
courses before they attempt to take the courses.
• Faculty is another primary target market
because without faculty, there will not be enough
blended courses to be offered.

Advertising Objectives
• To increase awareness of blended courses
and how taking a course can fit into a
busy schedule.
• Generate more interest in HACC and
blended courses.

Advertising Strategies
• When Today Meets Tomorrow….
An indirect headline creating curiosity and
it creates a question in the consumers’
mind, what happens when today does
meet tomorrow. Psychologically, thinking
about the future.

Advertising Appeal
• Emotional and rational at the same time.
• Fun yet real for both traditional and non-
traditional students.
• Remembered

Advertising Execution
• Combinations of animated and fantasy but
a real life element.
• People are thinking about today and
tomorrow so we needed to appeal to that
aspect.

Creative Tactics
• Internet Banner
• Visual & animated
Banner placed on Student Review Website
Clicks to Blended Page

Billboard
HARRISBURG AREA
Community College
BLENDED COURSES
When Today Meets Tomorrow ……

Magazine Cover
• HACC Magazine
Blended Courses

Target Audience
• Banner –
A banner, when placed on a student
review website such as,
http://www.studentsreview.com/PA/HACC_com
our target audience who are currently
enrolled students and prospective
students.
• Visitor frequency of several times per
week is 75% higher than the internet avg.

Target Audience cont’d
• Magazine Cover –
The magazine (Connections) is circulated
throughout all campuses and it is read by
both non-traditional and traditional
students. Connections issues are also on
the HACC website as a PDF.
• Billboard –
A wider audience to attract prospective
students. Placed in high traffic areas for
instance near the exit off the South

Objectives
• The objective of this campaign is to
increase awareness of the blended
courses offered a HACC. To grab
students attention. Make them
aware that there is another option.

Strategy
• Our strategy is simply that HACC does
have an answer or a solution for both the
non-traditional and traditional student.
• What happens when today meets
tomorrow?
• Do we really want to be where we are
today, tomorrow?

Media Plan
• We chose the magazine, billboard and banner
because it was the right media mix to create
awareness in a college setting and to invite
prospective students with complicated lifestyles.
• Geographically, the magazine is circulated
throughout all campuses.
• We suggest that all media be placed seasonal.
Closed to high school graduations when students
are making those decisions to attend college. The
banner should run during semester registrations.

Media Plan
• Total magazine circulation alone
throughout the campuses is approximately
80,000 students. This number was
gathered from the amount of student
enrolled this year.
• According to the bid RFP printing the
amount stated is 160,000 copies for 4
circulations per year at 35,000 mailed and
5,000 distributed at Harrisburg campus.
• Lowest bid was 11,000 in 2009.

Costs
• Magazine costs would be a guestimate of
$12,000.
• Banner impressions on the Main & Search
page would be 640,000 impressions of
$9600.00.
• Billboard costs highest traffic area is
$7,000 per month continuously.

Break Down
• Magazine is already a budgeted marketing expense for
HACC (vehicle). It prints 4 times a year. We will not
include the total expense. However, we will include
$5,000. of the campaign budget.
• Billboard would be used around high school graduation.
Cost $7,000.
• Banner impressions for first 10 days per month proceeding
semester registration would cost $9600.00/30 = $320 per
day.
$320 x 10 = 3200 x 2 = $6400.00
Total - $18,400.00

Public Relations
• Internal Relations should be directed towards
faculty. In order to increase blended courses,
you need more faculty on board.
• According to the faculty survey we conducted, we
determined that policies for certifications will
need to be addressed. A new program for faculty
could include a Stipend.
• Article marketing by marketing students who
have actually completed a blended course.
(Testimonials)
• Press Releases should talk about blended courses
ever month before semester registrations.

Monitor, Evaluate & Control
• Monitor –
Banner per clicks for increase hits to
website, blended page.
Semester enrollments increase or
decrease.
Set up blended course telephone
number for inquiries.
Chat client activated.
• Evaluate the numbers and control the
message through advisors and counselors.

Advertising IMC Campaign

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Editor's Notes