Marketing & Communications Plan Fiscal Year 2012-2013
Situation Analysis
AZTransfer.com is positioned to assist in achieving statewide goals to increase baccalaureate degrees earned from Arizona’s three state universities. With its comprehensive database of courses and equivalencies, AZTransfer.com is the single source for transfer credit information in Arizona and serves high school students, community college students, and academic advisors. Despite the quality of information on the site, it remains underutilized among student populations across the state. There is also a general lack of awareness that the site exists, again mostly to student populations. Conversely, high school, college, and university staff seem well-versed and highly aware of the site. The lack of awareness can be attributed to the fact that AZTransfer.com has not been aggressively marketed. In February 2011 a Director of Marketing and Communications was hired to address this. In the past year the Director has worked to brand and market the Shared Unique Number (SUN) System and also to brand the Academic Program Steering Committee (APASC) as an organization. Websites and logos were created for SUN and APASC and SUN was heavily promoted in advance of its launch in January 2012. Completing the SUN and APASC projects paved the way to make major overhauls to the AZTransfer.com website with the goal of making the site student-focused, contemporary, and in-line with current web design and marketing trends. The new site is set to launch in Spring 2012. The purpose of this marketing plan is to promote use of the new site among key demographics and target markets. Using a variety of methods and tactics, the plan aims to reach as many Arizona citizens as possible to increase awareness of college transfer opportunities and ultimately increase baccalaureate degrees awarded in Arizona.
AZTransfer Marketing & Communications Plan 2012-2013
S.W.O.T Analysis
The S.W.O.T Analysis is an internal reflection of the issues, both positive and negative, facing AZTransfer.com. This analysis identifies areas for growth that will help drive decisions related to the marketing and communications plan.
Strengths • High level of support and endorsement from community colleges, universities, and educational leaders statewide • No competition from outside sources • The site is a quality service that is of high value to students • The site supports statewide goals in post-secondary education • The site is a convenient one-stop shop • Flexibility to incorporate new services and projects • AZTransfer and APASC is highly responsive to demands from colleges and students alike • Strong network of transfer professionals who sit on APASC committees and subcommittees • Used daily by advisors statewide
Weaknesses
• Lack of awareness among student populations • Lack of outreach to rural colleges • Large market can be challenging to effectively reach • No direct line of communication with current students
Opportunities • Existing transfer, recruitment, and advising networks and programs provide a channel for direct-to-student communications • Current educational initiatives can help gain exposure to a wider audience • Increased interest to include K-12 in higher education creates opportunities to serve more students • Economic climate has increased enrollments which widens the potential audience
Threats
• Funding could change with state budget issues • Private and for-profit institutions offer easier transfer programs • Duplication of efforts among colleges AZTransfer Marketing & Communications Plan 2012-2013
Target Markets Community College Students
High School Students
Veterans
Parents of High School Students
Returning Adult Students
High School Guidance Counselors Community College and University Academic Advisors
Community College and University Recruitment and Outreach Staff Community College and University Marketing and Public Relations Staff AZTransfer Marketing & Communications Plan 2012-2013
Goals
The overall goal of the AZTransfer.com marketing and communications plan is to create a greater awareness of the website through comprehensive marketing, advertising, public relations, and outreach efforts that result in increased site traffic. Specific goals include:
1. Develop and execute a multi-media advertising campaign 2. Strategically develop and distribute marketing collateral 3. Collaborate with the Technology Subcommittee to develop dynamic website content and features and expand mobile applications offered 4. Cultivate AZTransfer’s social media presence 5. Engage with high school students, parents, and counselors 6. Actively participate in campus activities statewide 7. Produce and disseminate relevant messaging to target audiences 8. Participate in activities that support educational initiatives 9. Build statewide collaborations to further AZTransfer’s mission and messages 10. Improve internal communications among APASC committees and ATF’s 11. Promote the Shared Unique Number System and fully integrate SUN into the AZTransfer.com brand 12. Expand audiences to include veterans and returning adult students 13. Create an AZTransfer scholarship
AZTransfer Marketing & Communications Plan 2012-2013
Key Messages General Audiences Your link to a higher degree As a completely web-based service it is necessary to use messaging that directs students to the internet. Using the tag line “your link to a higher degree” helps reinforce the message that AZTransfer.com is an online service that leads to successful degree completion.
myTransfer Personalizing the resources on AZTransfer.com will help students connect and engage with the transfer process. Working with the Technology Committee, tools will be developed to further this message.
High School Students & Parents Save time and money with a community college to university transfer Highlighting the cost savings of completing an associates degree prior to transferring to the university will attract students and parents alike. Similarly, showcasing the average time for degree completion for transfer students shows additional benefits to college transfer.
Community College Students Enroll with confidence The main benefit of AZTransfer.com is the ability to verify course transferability prior to enrollment. Carrying this message forward through marketing efforts will increase student interest in visiting the site because it focuses on the direct benefit to the student.
Get college credit where credit is due AZTransfer.com tools like the Course Equivalency Guide and Exam Equivalency Guide place emphasis on earning college credit. A campaign of messages playing on the idea of “credit” will engage community college students preparing for a university transfer.
AZTransfer Marketing & Communications Plan 2012-2013
Tactics and Tasks
The following is a list of the tactics, tasks, and objectives identified to achieve the strategic goals set in this marketing plan. Estimated target dates are also included.
1. Develop and execute a multi-media advertising campaign Task
Description
Target Date
a.
Create an online advertising campaign utilizing geo-targeting and demographic data to target households with residents between 18 and 24 years of age
Launch July 2012
b.
Place ads in community college student newspapers and / or newsletters at each institution
September 2012
c.
Place ads in the College Times and the College Times quarterly transfer publication
Quarterly
d.
Initiate cooperative advertising to place AZTransfer.com logo in college publications and websites statewide
August 2012 / Ongoing
e.
Identify and place ads in key rural publications
September 2012
2. Strategically develop and distribute marketing collateral Task
Description
Target Date
a.
Contact student orientation organizers at college campuses and provide AZTransfer materials for incoming students
February 2013
b.
Develop a check sheet for students to mark their progress toward transferring
March 2013
c.
Regularly distribute AZTransfer marketing collateral via mail
Ongoing
d.
Create a financial comparison piece to outline tuition savings
March 2013
e.
Create posters for display in advising offices
July 2012
f.
Create flyers to post on campus bulletinn boards
July 2012
g.
Create a list of community centers and social service agencies and distribute materials to each (i.e. College Depot, Goodwill, DES, etc.)
April 2013
AZTransfer Marketing & Communications Plan 2012-2013
3. Collaborate with the Technology Committee to develop dynamic website content and features and expand mobile application offerings Task
Description
Target Date
a.
Create a tutorial video for advisors and students
October 2012
b.
Create a live chat or “ask an advisor” tool
April 2013
c.
Develop graphics and interface for a SUN mobile application
October 2012
d.
Develop a My Transfer application
March 2013
4. Expand AZTransfer’s social media presence Task
Description
Target Date
a.
Develop regular messaging and a schedule to post relevant content on Facebook and Twitter
Launch first messaging in July 2012
b.
Create an AZTransfer blog
July 2012
c.
Cross reference and mention college social media profiles
Ongoing
5. Engage with high school students, parents, and counselors Task
Description
Target Date
a.
Attend and present at each Arizona School Counselor’s Association (AZSCA) conference
Spring and Fall Conferences
b.
Participate in the fall high school tour sponsored by AZSCA
September 2012
c.
Advertise in AZSCA newsletters
Quarterly
d.
Regularly distribute AZTransfer marketing collateral to high schools statewide
July 2012
e.
Develop an AZTransfer.com web page for parents
July 2012
6. Actively participate in campus activities statewide Task
Description
Target Date
a.
Make regular visits to community colleges statewide to answer student questions and provide information
Begin in August 2012
b.
Attend college and career fairs at high schools and community colleges
Ongoing
AZTransfer Marketing & Communications Plan 2012-2013
7. Produce and disseminate relevant and engaging messaging to target audiences Task
Description
Target Date
a.
Develop a quarterly transfer e-newsletter for students
b.
Develop a quarterly e-newsletter for advisors, recruiters, and marketers
c.
Pitch transfer-related stories to reporters statewide
Ongoing
d.
Write and distribute articles for inclusion in existing college publications and newsletters
Ongoing
e.
Write blog posts every two weeks and feature guest posts on alternating weeks
Begin July 2012
First newsletter launches October 2012 First newsletter launches January 2012
8. Participate in activities that support educational initiatives Task
Description
Target Date
a.
Represent AZTransfer.com on Getting AHEAD committees
Ongoing
b.
Represent AZTransfer.com on the Arizona College Access Network (AZCAN)
Ongoing
c.
Develop a relationship with Expect More Arizona
2013
d.
Develop a relationship with First Things First
2013
9. Build statewide collaborations to further AZTransfer’s mission and messages support educational initiatives Task
Description
Target Date
a.
Create a statewide network of college marketing and public relations professionals
July 2012
b.
Create a statewide network of college recruitment and outreach professionals
October 2012
c.
Assemble a student advisory board / task force
March 2013
d.
Identify and make contact with student leaders at each college
March 2013
AZTransfer Marketing & Communications Plan 2012-2013
10. Improve internal communications among APASC’s committees and ATF’s support educational initiatives Task
Description
Target Date
a.
Create an internal APASC newsletter and distribute quarterly to ATFs and APASC committees
October 2012
b.
Update APASC website to improve content and navigability
August 2012
c.
Develop a system to post meeting documents online and make them more accessible
July 2012
11. Promote the Shared Unique Number System and fully integrate SUN into the AZTransfer.com brand Task
Description
Target Date
a.
Incorporate SUN into AZTransfer marketing materials
Ongoing
b.
Pitch SUN story ideas to the media in time for one year anniversary
January 2012
c.
Support colleges by providing SUN news, graphics, marketing collateral, and other resources
Ongoing
12. Expand audiences to include veterans and returning adult students Task
Description
Target Date
a.
Create a veterans web page on AZTransfer.com
November 2012
b.
Create a returning students web page on AZTransfer.com
April 2012
c.
Promote veterans page to Veterans Affairs representatives at each campus
April 2012
AZTransfer Marketing & Communications Plan 2012-2013
Budget Pending final approval, APASC has allotted the Marketing & Communications Subcommittee $52,500 in operational expenses to execute this marketing plan. This amount does not include separate allocations for travel, equipment, etc. The funds will be divided as follows: Supplies 4%
Other Media 6%
Printing 9%
Advertising 81%
Evaluation of Results Results and effectiveness of this plan will be measured and reviewed periodically by tactic. Adjustments to time lines and revision of tactics and tasks may occur as the plan progresses. Effectiveness will be measured based on the following criteria: • • • • • •
Overall number of unique visitors to AZTransfer.com Number of unique visitors to specific target pages such as the veterans page Number of unique visitors from specific regions of Arizona Number of college and transfer fairs attended Percentage increase of social media followers Number of new links from community college, university, and high school websites
AZTransfer Marketing & Communications Plan 2012-2013