This was a branding proposal created for North Carolina Central University in Durham, N.C. by KeShaun Coleman

1. North Carolina
Central University
KeShaun Coleman

2. What is NCCU?
2
North Carolina Central University is a
state-supported liberal arts institution, a
public, historically black institution located
in Durham, North Carolina. Founded in
1910 by Dr. James E. Shepard.

3. Why NCCU?
3
NCCU is one of twelve historically black
colleges and universities in North Carolina. The
goal of this advertising plan and campaign is to
target audience in the Triad and Charlotte
regions. There are other HBCUs in these areas
however, we would like to promote and inform
potential students of NCCU - another excellent
institution in the state.

4. Marketing Plan
(SWOT Analysis)
Marketing Objectives
To recruit and enroll first-year and non-first-year students into the University from the
Triad and Charlotte Metropolitan area(s).
Situation Analysis
NCCU’s current enrollment is about 8,011 students. In Fall of 2018, reported that enrollment was
8,207 students. The goal is additional recruitment and the overall image/branding of NCCU.
4
Marketing Strategy
Paid Advertising and Promotion (ie: Radio, Television, and Billboard Signage), Social Media
and Collaboration (with area schools).
Marketing Tactics
Use radio and television, along with social media and billboard signage, and implement a
mini-orientation experience in the form of high school tours (w/ free merch).

5. Budget
5
▫ $40,000 to develop a marketing plan for NCCU, for
1 month for the Triad and Charlotte areas.
▪ Radio - $5,400
▪ Television - $9,600
▪ Social Media - $4,000
▪ Billboards - $1,940 (Triad) / $4,753 (CLT)
▪ “Eagle Pride, Amplified” Tour - $14,307
▫ Promotional Items
▫ Traveling Expenses
▪ Lodging
▪ Transportation

6. $5,400.00
Radio Expenses
$4,000.00
Social Media Marketing Expenses
$9,600.00
Television Expenses
6
$6,693.00
Billboard Expenses
$14,307.00
“Eagle Pride, Amplified” Tour Expenses

7. Stations & Outlets
7
● I selected these particular stations
because these are some of the most
popular and well-known Hip Hop and
R&B stations in the Triad and Charlotte
areas.
● You’ll see that the times and placement
was strategic for High School/Young
Adult listeners and viewers.

8. 8

9. “Eagle Pride,
Amplified” Tour
9
● Date(s): October 12th - 16th, 2020
● Destinations:
○ Grimsley High
○ James B. Dudley High
○ Ben L. Smith High
○ High Point Central High
○ T.W. Andrews High
○ South Mecklenburg High
○ Vance High
○ Harding University High
○ West Charlotte High
○ Phillip O. Berry

10. “Eagle Pride,
Amplified” Tour
10
● Promo Materials:
○ T-Shirts
○ Hats
○ Wristbands
○ Notebooks
○ Water Bottles
○ Popsockets

11. “
A place, founded on the principles of Truth and
Service. Devoted to community service and training
up the next generation of leaders. A place large
enough to serve you, small enough to know you.
Whether your interest is biology or psychology, or
you don’t know at all… well, this is the perfect place
to call home, North Carolina Central University…
Discover what’s Central to you!
11
Radio Script

12. 12
Thanks!
Any questions?