Media Plan: Flagler College - TallahasseeTEAM: LEILA JETT, YULONDA MITCHELL, JESSICA CALLAGHAN, DEVIN WASHINGTON AND KATELYN HARVEY

Media Objectives/Description

Increase Awareness of Flagler College Tallahassee and programs1. Accounting2. Education3. Strategic Communication4. Business

Increase Enrollment (from 9% of TCC Graduates)

Increase Awareness among Community College Students in surrounding areas

Benefits of Flagler1. Small Classes/Campus2. Experienced instructors- involvement in

the community/networking3. FRAG, Cheaper tuition4. Better parking5. Day & Night classes6. You already know your way around TCC

campus

SWOT Analysis

S W

T

Strengths• Affordability• Reputation

• Small class sizes• Night classes

Opportunities• low knowledge• High reputation –

room to grow!

Threats• Other colleges in the

areaO

Weaknesses• Few programs• Less flexability in

choosing classes

Competitive Analysis

Barry University

BA (4)MBA (2)

@ TCC Campus

PACE program

Evening, Saturdays, or

Online

Smaller class size

Non- traditional students

Saint Leo University

BA (3)

@ TCC Campus

Day, Evening, Weekends, or

Online

Smaller class size

Working adultsNon-Traditional

students

Thomas University

BA (1)

@ TCC Campus

Evening or Online

Smaller class size

Non-Traditional students

Competitive Analysis: Budget

BarryOnline OOH Print

ThomasOnline OOH Print

Saint LeoTV Radio OnlineOOH Print

Competitive Analysis: Media Selection

Barry University Media

Banners E-mails Newsletters IP talk to classes Booth @ TCC Website

Year round advertising

Competitive Analysis: Media Selection

Saint Leo University Media

Billboards/ banners Radio 1 commercial Facebook brochures Booth @ TCC Website

Advertise year round

Competitive Analysis: Media Selection

Thomas University Media

Social Media (FB, Instagram, YouTube)BannersBooths @ TCCWebsite

Advertise year round

Target Audience Analysis/ Recommended

Primary: TCC/Community College Graduates (w/Associates Degree)

Secondary: Transfer Students w/Associate equivalent (FAMU/FSU/etc.)

Increase number of exposure to media Increase exposure by increasing campus signs Creative Message and requirements “Flagler Works!”

Ex. Flagler Works…and so do our students! Flagler Works for me! Find out how it can work for you,

too!

Tables/Booths at Events

(Brand Ambassadors/Presence Marketing)  Secondary Target Audience• Campus events and seasonal community events. (see calendar)

• Students and Parents the opportunity to discover Flagler• Get parents informed-campus (safety, parking tickets,

easier adjustment, class sizes, etc.) • Non-traditional students with families• People in town from surrounding areas (who might attend

neighboring community colleges

• Costs: SWAG. DTGD-Coozies, STT/Parade-Beads (School colors very similar)• Man hours- Current students!

• Able to share their Flagler experience• Banners & Canopy tents

Sandwich Boards/Sidewalk chalk  (TCC, FSU, FAMU)

• Flagler already has them on TCC campus• All year long near entrances• Post outside of business, communication, education,

finance buildings on FSU/FAMU campuses, as well as TCC• Let’s give them the facts “Did you know…

• …Only 40 students excepted every semester?”• …you get a bachelor's degree on TCC’s

campus?”• Gives those who are interested in specific majors the

opportunity to see that Flagler offers them. • Costs:

• Chalk• Man Hours• Sandwich Boards

Billboards

(Captiveyes, billboards and StarMetro interior ads)

• Ends of semesters (2 months before)

• Audience:• Students who drive

(garages)

This could be you, but...

…you’re still trying to find parking.

Can’t find a spot? …We’ve got plenty.

Now enrolling for Fall and Spring

Flagler Works…And so do our students.

Day & Evening Classes Available

“Flagler Worksfor me…

Find out how it can work for you!”

Roaming Lion

(Social Media/Brand Ambassador/Guerilla)

• Place: TCC campus during peak hours (9am-12pm)

• Promotion: Ends of Fall & Spring semesters (the week/2 weeks before finals)• Lighten the mood on campus• FB posts throughout the week during

HAVE YOU SEEN THIS LION?!Catch a picture with the Flagler Lion and you could receive free enrollment!

Don’t forget to tag Flagler

College- Tallahassee

on Facebook & use the

hashtag #FlaglerWo

rks

• Product: Catch a photo WITH the lion and post to FB with the hashtag #FlaglerWorks & tag Flagler College-Tallahassee- Most (top 3?) likes wins free enrollment

• Price: Purchasing a lion costume ($50-$500)• Fliers around campus

• People: Person in costume• Marketing student (Sales & Marketing Club)• Offer Internship Hours/Credit Hours (Strat Com intern per semester?)

LION!

Snapchat

(Social Media & Current trend of target audience)• Audience: Anyone on TCC

campus• Current Social Trend• When?: All year long.

• Change design periodically• Reach Daytime TCC Student

body• Opportunity for those who have

heard of Flagler but do not realize its on TCC campus

Media Strategy“Flagler Lion” mascot on campus

Advertising for ”Flagler Lion Scholarship day”Billboard for Spring Registration (One month)

2016

Week of Welcome at TCC (Volunteer work) Raffle for free enrollment

Parking garage signs at FSU

Radio broadcasting for Spring enrollment

Flagler Commercial “Not just a student”Run from November ‘16 to January ‘17

Posting to Facebook, Instagram, Twitter or LinkIn On events happening within the next week

Advertising for “Week of Welcome”

Springtime Tallahassee booth/float

Float/booth preparation days Billboard sign for Fall registration (full month)

2017

Garage signs at FSU (whole month of May)

Radio broadcasting for Fall enrollment

Flagler Commercial “Why Flagler?”Run from May to AugustFlagler Commercial “Not just a student”Run from November ‘16 to January ‘17New campus signs along with chalk arrows

Posting to Facebook, Instagram, Twitter or LinkedIn On events happening within the next weekStudent Success Summit 8 a.m. to 5 p.m.

Budget Timeline

Fall Semester

2016

Spring Semeste

r2017

Summer Semeste

r2017

Fall Semeste

r2017

SpringSemeste

r2018

SummerSemeste

r2018

$3,500

$2,500 $2,000 $3,500 $2,000 $1,000

Budget Graph with Impressions

Fall S

emest

er

Sprin

g Sem

ester

Summer

Semest

er

Fall S

emest

er

Sprin

g Sem

ester

Summer

Semest

er0

500010000150002000025000

Spending per semester (towards $15,000 budget cap)Impressions per semester

Itemized Budget

Lion Mascot Costume $400.00 Campus sign panels $48 x 8 =$384

Billboard (per month) $1,300 x 2 = $2,600 Sidewalk Chalk $5.00

Banners (4’ x 8’) $47.99 x 5 = $239.95 Flagler Coozies $4.95 x 350 = $1,732.50

Radio Commercials $25 x 40 = $1,000 Flagler Sunglasses $6.95 x 350 = $2,432.50

TV Commercials $2,000 Social Media Boosts $20 x 8 = $160

StarMetro Interior Ads $52 x 7 x 2 = $728 Float Decorations $500

Signs at TCC campus $250 x 4 =$1,000 Free enrollment $1,000Canopy Tents $112 x 2 = $224 ------------------------ ------------------------Contingency Dollars $594.05 TOTAL $15,000

References

http://www.flagler.edu/academics/flagler-college-tallahassee/ http://www.springtimetallahassee.com/ Lamar Advertising (Contact: Julia Causseaux – jcausseaux@lamar.com) OnCity Advertising (Contact: James Scully – jscully@oncityadvertising.com) http://www.vistaprint.com/ http://www.legacy.flagler.edu/