F Y2 2 Com m unicat i ons & M A R K ET IN G An n ua l P l a n
Developed By Adrena Dow Director of Communications
C O L L E G E F O R H E A LT H S C I E N C E S
GOAL Implement and promote marketing initiatives and community engagement efforts that support recruitment, retention and enrollment growth in targeted communities using an integrated and innovative approach, in a post-COVID-19 pandemic environment.
TARGETS Unemployed populations, university transfer students, under-resourced communities, current and prospective students, media, industry partners, community-based organizations (CBOs), college service area, civic associations, churches, ISDs, chambers, elected officials and universities
OBJECTIVE Incorporate HCC Coleman’s key messages at every opportunity through a variety of communication tools, engagement, media channels and platforms.
STRATEGIES •
Position HCC Coleman as the most-accessible, affordable and accredited institution for individuals seeking educational opportunities in allied health.
•
Highlight programs and institutional successes utilizing all digital and printed mediums.
•
Implement new ways to drive traffic to HCC Coleman media platforms to increase awareness of educational opportunities and resources.
•
Increase visibility of admission and enrollment paths for prospective students.
TACTICS •
Develop tailored ad campaigns utilizing online, digital and streaming media platforms to broaden target market and increase enrollment.
•
Utilize all social media platforms to generate leads and promote targeted programs, brand awareness, new followers and subscribers.
•
Engage with local organizations, community business owners, and leadership for virtual workshops, fairs and community-centric engagements.
•
Utilize direct mail and print collateral with targeted messaging to highlight all programs with an emphasis on areas challenged with low enrollment
•
Provide communications support to Student Services by promoting in-person and virtual events to the community using social media.
I
FY22 Marketing timeline SEPTEMBER
MARCH
•
All Programs/General Ad
•
All Programs/General Ad
•
Medical Assistant
•
Dental Assisting
•
Continuing Education
•
Surgical Technology
•
Pharmacy Technician
APRIL OCTOBER
•
All Programs/General Ad
•
All Programs/General Ad
•
Medical Laboratory Technician
•
Medical Assistant
•
Histologic Technician
•
Pharmacy Technician
•
Health Information Technology
MAY •
All Programs/General Ad
NOVEMBER
•
Health Information Technology
•
All Programs/General Ad
•
Continuing Education
•
Endoscopy Technician
•
Sterile Processing
JUNE •
All Programs/General Ad
DECEMBER
•
Medical Laboratory Technician
•
All Programs/General Ad
•
Dental Assisting
•
Nursing ADN
•
Endoscopy Technician
•
Continuing Education
JULY JANUARY
•
All Programs/General Ad
•
All Programs/General Ad
•
Pharmacy Technician
•
Surgical Technology
•
Histologic Technician
•
Sterile Processing
•
Medical Laboratory Technician
FEBRUARY
AUGUST
•
All Programs/General Ad
•
All Programs/General Ad
•
Endoscopy Technician
•
Medical Assistant
•
Nursing LVN
•
Health Information Technology
•
Histologic Technician
II
FY22 Budget Projections Community Engagement Events Marketing Resources
$5,500 $4,000
Digital Marketing Streaming Media Commercial Ads Lead-generated Social Media Ads Independent School District Ads
$17,000 $13,500 $10,000 $3,500
Publication Marketing $5,000
Local Magazine Ads
Print Collateral $1,000 $5,000 $6,000
Fliers Program Resources Direct-Mail
Digital Marketing Tools Database Management Software Applications
$1,500 $1,500
Miscellaneous Expenses
$1,000
Total Expenses
Developed by Adrena Dow, Director of Communications FY22, September 2021-August 2022
$74,500
III