This document outlines an integrated marketing communications plan for the New England Center for Technical Education to increase enrollment. It includes an overview, research conducted through interviews, a situation analysis, key issues, objectives to increase awareness and enrollment, primary and targeted audiences in allied health and trades, and a communication strategy focusing on career advancement. The document also details the marketing communication media strategy of website, social media, print materials, and events. It concludes with recommendations, and methods to evaluate the objectives and marketing plan through metrics like website traffic, social media followers, inquiries and responses.

1. Integrated Marketing Communications Plan, MSPC 3100
New England Center for
Technical Education

2. Agenda
 Overview
 Research
 Situation Analysis
 Key Issues
 Objectives
 Primary Audiences

3. Agenda Cont’d…
 Segmented Target Audiences
 Communication Strategy
 Message Strategy
 Marketing Communication Media Strategy
Marketing Materials
 Recommendations
 Methods of Evaluation

4. Overview
 Plan developed to be both cost and time
efficient
 Addresses the need to increase enrollment
 Developed using information gathered from
interviews with:
 Joann Sueltenfuss
 Alumni
 Current students
 Channel Customers
 Prospective Students

5. Research
 Interviews
 Telephone/In-Person Discussions
 Internet Analysis

6. Situation Analysis
 Market Situation
 Customer Situation
 Company Situation
 Product Situation
 Competitive Situation

7. Key Issues
 Challenges
 Top-Mind-Awareness
 Payment Plan
 Low Enrollment
 Strengths/Opportunities
 Location
 Affordability
 Experience
 Hurdles
 School Procedures
 Retaining Current Customers

8. Objectives
 Marketing:
 To increase FY13 student enrollment from 100 to 150
students.
 IMC:
 To create top-of-mind awareness of the NECTE
brand among key target audiences that positions the
organization as the provider of choice for those
seeking career advancement.

9. Primary Audiences
 Allied Health Professionals
 Professional Trades
 Prospective Students
 Alumni/Former Students

10. Segmented Target Audience
 Current students
 Alumni
 Prospective students in the Allied Health field and
Tradespeople
 Channel Customers
 Plumbing/Heating professionals
 Electricians
 Auto Body Repair Specialists
 Automotive Repair and Maintenance
 Construction Workers and General Contractors

11. Communication Strategy
 Target Buying Incentive
 A value-added education that will prepare the
customer for career advancement.
 Competitive Consumer Benefit
 New England Center for Technical Education will
provide a value-added education for its students
that will prepare them for career advancements
more effectively than their competitors.

12. Communication Strategy
 Selling Idea
 Providing a value-added education that will prepare
professional trades and allied health professionals
for career advancements.
Tagline
Advancing Careers. Building Futures.

13. Message Strategy
 Affordable, high-quality education
 Highly qualified instructors
 Flexible and convenient scheduling
 Geographic accessibility

14. Marketing Communication Media Strategy
 Website
 Social Media
 YouTube
 LinkedIn
 Facebook
 Direct Marketing
 email
 snail mail

15. Marketing Communication Media Strategy
 Print Material
 Brochures
 Special Events
 Career Fair
 Socials

16. Recommendations
 Corporate Identity Program
 New Name
 New Visual Identity
 Collaborations/Partnerships
 Website
 Separate from Nashoba
 Career Fair
 Brochures

17. Methods of Evaluation
 Overall marketing objective:
 Measured by the increase in registrants from FY12-
FY13.
 IMC Plan: Because we don’t have the budget to
do pre and post surveys, we will measure
 Increased number of website hits
 Increased number of Facebook likes
 Number of phone call inquiries
 Number direct mail responses

18. Thank You.