Marketing Plan

About the Plan

• Based on research • Designed to answer the participation and

awareness challenges today and into the future• Segments are designed to work together and

deliver quantifiable results before the grant ends • Includes activities that can be sustained by IFS

Center Advisory Board

Objectives

• Primary– Introduce IFS to the unaware, establish credibility

across all audiences and build utilization of the IFS center.

• Supporting– Inform

– Create opportunities for contact

– Expand connections

Key Research Conclusions

• A consistent feedback pattern among both employees and employers

• Concerned about the tough economic climate, but recognize that with stresses also come opportunities

• So, either defensively, or offensively, they recognize the need to develop new skills in order to compete

• There’s a danger in making over claims

• To bridge the gap between perceptions of the program before and after, the most potent creative approach may well be testimonials

Branding and Message Platform

Changes in Connecticut’s extensive banking, insurance and financial services industries

offer new and rewarding employment opportunities. Training provided by the

industry professionals of the IFS Center will give employees the skills to grow and succeed in this dynamic environment.

Target Audience

Primary • All Connecticut employers in insurance, banking and the financial services industry• Senior level executives – the C-Suite. The higher, the better. People who have influence

on policy, not just personnel. SVP’s, presidents, group heads, etc.• Internal recruiters (not part of HR).• HR people – important, but HR not in the strategic position to make decisions –

primarily take orders from the senior staff who are championing the program.Secondary• Employees in the IFS sector, in particular unemployed/displaced workers.• High School and college students. Especially those we can recruit into the IFS AS

degree. • Outplacement agencies. • Community support groups. • Business associations in the IFS sector. CPCU, CFA, CBA.• Schools of business.Tertiary• Parents, the media, legislators, other State agencies, general public.

Plan Tactics Overview

Online Media

• Strong statewide reach• Quantifiable results• Fast launch

Banner Advertising

• Hartford Business Journal

• Hartford Courant

• Dow Jones Network

• Business Week

• Bloomberg

• The Street

• Financial Times

• Fox News

• Fast Company

BUSINESS JOURNALS

535x85Home Page

234x60Fixed ROS

200x200Home page

COURANT.COM

300x100CT Business (Fixed)

300x250Home Page

300x250CT Business

UNDERTONE NETWORKS

300x250Run of C-Level Network

728x90Run of C-Level Network

Promotional Buttons

Promotional Buttons

Landing Page

• Capture e-mail addresses• Identify demographic information

Confirmation Emails

• Serve up actionable information– Links to classes

– Contact information for employers

Video Testimonials

• Four videos shot in 2-3 locations• Broadcast during events and meetings• Posted online and in E-Newsletters• DVDs available

IFS Center E-Newsletter

• Issued monthly• Delivers quick news• Drives to class schedules and contact info• Developed against an editorial plan

Building the E-Newsletter List

• Email series to CT’s C-suite and VP’s • Three surveys and six announcements• Encourage E-Newsletter sign up

Public Relations

• IFS Center Employment Index Releases– SKILLProof (April)

– Target Point Email Outreach (early June)

• Press Kit• Op-Ed• Television Public Affairs Interviews• Radio Visits

Media Pitches

Place stories that highlight IFS Center participant experiences and inspire others to take the next step

– A Day in the Life

– Retraining Success Story

– Graduation Celebration

IFS Center Presentation

• Employer and employee audiences• Compliments the videos• Provides information that can be tailored to

different audiences (large corporate, small banking, displaced workers, etc.)

• Serves as a template for updates

LinkedIn and Facebook

• Build an online community

• Seed conversations among alumni, instructors, employers and prospective students

• Promote new offerings and share news

IFS Center Alumni Group

Hi. My company is looking for a senior customer service manager. If you can recommend someone that fits the description below: