KalamazooValley Marketing Plan

Kalamazoo Valley Community College Marketing PlanJune 1, 2010

Kalamazoo Valley Community College Marketing Plan 2

Kalamazoo Valley Community College

MARKETING GOALS, OBJECTIVES + TACTICS

Use the power of the brand to help protect and develop a core enrollment base while identifying and pursuing market opportunities to draw new students and visitors.

GOAL




To support admissions recruitment operations and initiatives.

• Supply and update folders, brochures, flyers, specialty items, rack cards, display units, web and social networking options.

• Arrange personal contacts, administer surveys, and/or conduct focus groups to determine the usability, relevance and longevity of particular recruitment tools and needed products.

• Follow-up college visits/tours and other recruitment efforts through on-going conversation using the web, social media, mail and phone calls.

OBJECTIVE

TACTICS • Establish an alumni outreach effort.

• Produce a college viewbook.

• Assess through Zoomerang and/or focus groups the need for and relevance of the Programs of Study booklet and alternatives.

• Individually survey college prospects assessing how they would like Kalamazoo Valley to communicate with them in the future via social or traditional media—offer options.




To reach and penetrate broader markets.

• Reshape the web in the image of the brand.

• Develop a special-ops unit to focus on fully leveraging social media to fulfill the brand promise.

• Continue to build broad market awareness of the brand through the use of media in dramatic and fresh ways to promote to target audiences. Restrict traditional media to primary geographic zones.

• Focus public relations efforts on a regional and national scope including.

OBJECTIVE

TACTICS • Publishing two to three stories of national importance annually.

• Form an in-house team of IT, Web, Marketing and Brand representatives as the core advisory network on the development of the web.

• Create and fill a full-time position: social media expert; develop a core of social media experts throughout the organization.




To strengthen relations with the business community.

• Develop a communications initiative to attract tenants to the Groves.

• Be an active player in community initiatives

• Use PR to publish successes and provide models/testimonials.

• Include business and community when developing narratives on the web.

• Partner with a potent educational/training force.

OBJECTIVE

TACTICS




Fulfill the brand promise by investing in resources and products that enhance and articulate the essence of the Kalamazoo Valley experience.GOAL




To develop an internal brand culture.

• Institute brand-communication training.

• Reward “live the brand” performance through employee recognition at unit through corporate levels.

• Encourage conversation through Brand Central.

OBJECTIVE

TACTICS




To deliver a distinctive educational product.

• Expand through online offerings.

• Distribute transitional programs through a distinct and separate channel.

• Expand evening and weekend offerings.

• Associate with community colleges in foreign markets.

OBJECTIVE

TACTICS




To support the brand through brand-driven promotion with emphasis on experiential aspects.

• Reach middle school students and their parents through a special event.

• Bring an increasing number of high school and vocational school juniors and seniors to visit the facilities.

• Enrich the experience of visiting students through one-on-one contact, hands-on experiences, meals, specialty items and other amenities.

• Provide strong follow-up to extend the experience.

• Fully implement the brand experience for M-TEC, the KVM and Foundation.

OBJECTIVE

TACTICS• Expand the presence of Valley in its core market

through the use of interior and exterior signage and window graphics.

• Repackage the bookstore.

• Provide visual support of athletics on the field and in the buildings to broaden the reach of/for talented athletes.

• Develop narrative strands, including video, that tell

the brand story, underscoring the student-centric aspect of the brand, made available on the website and print-on-demand.




To invest in maintaining the brand.

• Establish a Brand Dream Team to assess trends and ensure sustainability of the brand.

• Measure the ROI and success of the brand strategy by:

• Student, client and visitor input/feedback on BrandCentral, intentionally- designed surveys and questionnaires, and other qualitative measurement

• Numerical measurement of increases in response, such as alumni memberships, enrollments, visitations, participations, and other quantitative measurements

• Completion of projects such as the development of the website, production of a viewbook, and expansion of on-line offerings

OBJECTIVE

TACTICS • Acquisition of human resources such as a social media expert, formation of an in-house team to develop the website and establishment of a brand dream team

• Visual display of the brand by repackaging the bookstore, using athletics to broaden the brand; and developing video to tell the story

• Internalization of the brand through brand- communication training, brand assimilation through hiring practices and physical rewards such as gift cards, awards and other recognition.

• A 5% increase in the number of 3.0 or better GPA applicants and a 3% increase in membership in Phi Theta Kappa.




Those who touch KVCC will experience:

A richly interactive, student-centric educational force that can be trusted to engage each individual as he/she pursues his/her goals.

In fulfilling this promise, we will be innovative, entrepreneurial, responsive, adaptive in guiding our students as they navigate their educational journey.

This commitment to engaging the student will make KVCC “simply different” from other education experiences.

PROMISE




Kalamazoo Valley—First choiceKalamazoo Valley—Student-centric Kalamazoo Valley—ValueKalamazoo Valley—Innovation

• Traditional student prospects

• Non-traditional student prospects

• Influencers

• Alumni

• Business and community leaders

• All employees

• Extended: Specialized populations served by M-TEC

MARKETING MESSAGES

AUDIENCES

KalamazooValley Marketing Plan

Documents

Transcript of KalamazooValley Marketing Plan