FY 11 MARKETING & ADVERTISING PLAN
contents Introduction
1
Budget
3
Objective One:
9
Objective Two:
15
Objective Three:
39
Objective Four:
42
Conclusion
45
Advertisement Placement
MEDIA TYPES
ADVERTISING MESSAGES
MEASURING SUCCESS
INTRODUCTION This is the FY11 marketing and advertising plan for Southern Illinois University Carbondale. It is the result of meetings with the The Senior Marketing Team and The Integrated Marketing Team as well as the support of Enrollment Management and Institutional Research and Studies. It builds upon the experience and professional guidance given to us over the past three years by outside experts such as SimpsonScarborough and True Media, SIUC initiatives like Barking Dawg Productions, and our own University Communications employees. Our plan has four objectives:
to place advertisements in areas from which we have had success attracting students; to explore different media types to reach our targeted audiences; to link advertising messages to one of our six brand positioning statements and to measure the success of our advertising.
Michael Ruiz Director University Communications
FY 11 MARKETING & ADVERTISING PLAN
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BUDGET
FY 11 MARKETING & ADVERTISING PLAN
FY10 Budget
BUDGET
In FY10 (2009-10), the marketing and advertising budget was spent as follows:
Television advertisements: (17 percent of total budget) $133,000 St. Louis cable, Southern Illinois cable, WPSD NBC 6, KFVS CBS 12, WSIL ABC 3, WTVW FOX 7 in Evansville Telephone: (13 percent of total budget) $104,000 Computer workstations, headsets, furniture, and student worker wages to start University Call Center. Internet: (12 percent of total budget) $93,000 Video, Meltwater, and CISION services; MobilEdu; web servers; web design; cameras, International ads
Marketing Research: (12 percent of total budget) $99,000 Salaries for Director and Administrative Assistant
Newspaper advertisements: (11 percent of total budget) $89,000 Advertisements in the SI and the Daily Egyptian; Southern Difference campaign; Graduate School ads Barking Dawg Productions: (10 percent of total budget) $82,000 Salaries for extra help contracts and graduate assistant
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Marketing Products: (10 percent of total budget) $80,000 Pennants, posters, pins, carabiners, and other give-away items for Admissions, schools, and businesses Billboards: (4 percent of total budget) $32,000 I-57 billboard and Route 13 community college billboards; billboards in MO, KY, IN, and IL. Print publications: (4 percent of total budget) $32,000 Admissions displays; ads in NCAC college fair programs; Chamber of Commerce Map advertisement Radio: (3 percent of total budget) $21,000 Advertisements in Chicago (WGN) and Springfield (Capitol Radio Group and Midwest Family Group) Movie theaters: (3 percent of total budget) $20,000Â Advertisements in movie theaters in Chicago and Springfield Direct Mail: (2 percent of total budget) $15,000 Â Funds to Admissions for direct mail to prospective students
FY 11 MARKETING & ADVERTISING PLAN
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FY11 BUDGET At the time of printing, there was $800,000 (eight hundred thousand dollars) budgeted for marketing and advertising activities at Southern Illinois University Carbondale. In FY11 (2011-12), the marketing and advertising budget will be spent as follows:
budget
Publications: (30 percent) $245,000
Direct Mail: (17 percent) $135,000 Movie Theaters: (16 percent) $125,000
Television: (8 percent) $60,000
Radio: (7 percent) $58,000
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University Communications
Internet: (6 percent) $51,000
Billboards: (5 percent) $41,000
Telephone: (3 percent) $27,000
Newspaper: (3 percent) $20,000
Marketing Products: (3 percent) $25,000
Growth Markets (2 percent) $13,000
FY 11 MARKETING & ADVERTISING PLAN
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objective one:
advertisement placement Goal: to place advertisements in areas where we have had success attracting students
advertisement placement objective one:
advertisement placement In 2010, students at Southern Illinois University Carbondale came primarily from 4 geographic areas:
Chicago, Illinois metropolitan area 30% of total student population
Southern Illinois, SE Missouri, SW Indiana, and NW Kentucky 29% of total student population
Northern Illinois 11% of total student population Central Illinois 11% of total student population
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Our goal is to spend our advertising dollars in equal proportion to the percentage of students that we receive from these geographic regions.
Chicago, Illinois metropolitan area
SO IL, SE MO, SW IN, NW KY
Central Illinois
Northern Illinois
International:
30%
29%
All other states nationwide:
13%
11%
Total:
11%
6% 100%
To improve our representation in a particular geographic region, $13,000 (2 %) will be set aside for growth.
FY 11 MARKETING & ADVERTISING PLAN
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Advertising budget goals by geographic region Undefined by geography ($400,000) Publications Direct Mail Telephone Marketing Products Growth Markets
$200,000 $135,000 $27,000 $25,000 $13,000
Chicago, Illinois metropolitan area ($120,000) Movie theater ads Radio ads Billboards NCAC ad
30% $65,000 $30,000 $20,000 $5,000
Southern Illinois, SE Missouri, SW Indiana, and NW Kentucky
($116,000) Television ads Billboards Newspaper ads NCAC ad
objective one:
advertisement placement
advertisement placement
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29% $60,000 $21,000 $20,000 $15,000
All other areas within the United States: ($52,000)
13%
Internet ads $37,000 NACAC ads $15,000 Central Illinois ($44,000) Movie theater ads Radio ads Northern Illinois ($44,000) Movie theater ads Radio ads International ($24,000) Internet ads Publications Total
11% $30,000 $14,000 11% $30,000 $14,000 6% $14,000 $10,000 100%
FY 11 MARKETING & ADVERTISING PLAN
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objective two:
media types Goal: to explore media types to reach our targeted audiences.
publications $245,000 will be spent on magazine advertisements, publications, and postage.
objective two:
media types
$200,000 will be spent on recruitment publications like the Viewbook, welcome packet, and search piece. $35,000 will be spent to purchase advertisements in the National College Admissions Counseling Fair programs in the following markets:
Chicago, Illinois St. Louis, Missouri Indianapolis, Indiana Memphis, Tennessee Louisville, Kentucky
$10,000 will be spent by International Programs and Services on Study in the USA and Hobsons recruitment publications.
SOUTHERN Southern Illinois University Carbondale
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“
Every year, more than 400,000
students attend National College Fairs seeking information about colleges, universities and other postsecondary
�
institutions.
2010 National Association for
College Admission Counseling
Percent of overall budget:
Geographic regions targeted:
FY 11 MARKETING & ADVERTISING PLAN
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DIRECT MAIL
Items to be mailed include letters and Enrollment Management publications like the search piece and the Viewbook.
SOUTHERN Southern Illinois University Carbondale 2010-2011
objective two:
media types
$135,000 will be spent by Enrollment Management to send mail to prospective applicants, requests for information, and names that have been purchased from companies like ACT, CBBS, College Board, and the National Research Center for College Admissions.
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“
Students who are contacted through
search by SIUC are 7 times more likely to seek more information and 2 times more
”
likely to apply.
Royall and Company 2009
Percent of overall budget:
Geographic regions targeted:
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Movie theaters $125,000 will be spent to purchase advertisement spaces in movie theaters.
$30,000 will be spent to purchase advertisements for approximately two months in 6 theaters in Northern Illinois. $65,000 will be spent to purchase advertisements for approximately two months in 24 theaters in the Chicago metropolitan area.
objective two:
media types
$30,000 will be spent to purchase advertisements for approximately two months in 6 theaters in central Illinois.
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“
61% of 18-24 year olds went to the
movies last month.
”
MPAA (2005)
Percent of overall budget:
Geographic regions targeted:
FY 11 MARKETING & ADVERTISING PLAN
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television
objective two:
media types
$60,000 will be spent on television advertising. 60 advertising spots (or about two months of advertising) will be purchased on all five major broadcast networks in television stations in southern Illinois, southeast Missouri, southwestern Indiana, and northwestern Kentucky as well as cable in St. Louis, MO.
“
Despite the proliferation of
computers, video-capable mobile phones and similar devices, TV in the home still commands the greatest amount of
�
viewing, even among those 18-24. The Council for Research Excellence - Ball State University Center for Media Design (2009)
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Percent of overall budget:
Geographic regions targeted:
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RADIo $58,000 will be spent to purchase advertisements on radio stations in Illinois.
objective two:
media types
$14,000 will be spent to purchase 15 or 30 second advertisements to run for approximately two months on three different stations in central Illinois. $14,000 will be spent to purchase 15 or 30 second advertisements to run for approximately two months on three different stations in northern Illinois. $30,000 will be spent to purchase 15 or 30 second advertisements to run for approximately two months on three different stations in the Chicago metropolitan area.
“
Far more than 90% of all consumers
12+ years old listen to the radio each week - a higher penetration than television, magazines, newspapers or the internet.
�
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Radio Today Arbitron report (2008)
Percent of overall budget:
Geographic regions targeted:
FY 11 MARKETING & ADVERTISING PLAN
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INTERNET
$37,000 will be spent on ads on popular search engine websites like Google, Yahoo, and Ask.Com. These ads will be targeted to states where we have had success (Missouri, California, Florida) as well as those in which we offer our new alternate tuition rate (Indiana, Kentucky, Tennessee, Arkansas). $14,000 will be spent by International Programs and Services on web ads for international recruitment.
objective two:
media types
$51,000 will be spent on internet advertisements.
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Percent of overall budget:
Geographic regions targeted:
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billboards
objective two:
media types
$51,000 will be spent to purchase billboard space for 1 (static billboards) or 2 (digital billboards) months in southern Illinois, southeast Missouri, southwestern Illinois, and northwestern Kentucky, northwestern Tennessee, northeastern Arkansas and the Chicago metropolitan area.
“
61% of drivers reported that a
�
billboard caused them to learn about an event that they were interested in. 2003 Arbitron Inc/Edison Marketing Research report
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Percent of overall budget:
Geographic regions targeted:
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TELEPHONE $27,000 will be spent to renew our annual contract with Blackboard Mobile.
objective two:
MEDIa Types
SIUC Mobile allows students, faculty, and staff to use a web-enabled application on their cell phones to access University information and websites.
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“
More than 2/3 of institutions use
e-communications, virtual tours, and streaming video to engage prospective students.
”
Lipman-Hearne “A Report on
Marketing Spending at Colleges and Universities” April 2007
Percent of overall budget:
Geographic regions targeted:
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newspapers $20,000 will be spent to purchase advertisements to promote our “Southern Difference� campaign.
objective two:
media types
These advertisements will appear once each month in the Sunday edition of the Southern Illinoisan from September through May.
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“
Nationwide, 52% of college
graduates read a daily newspaper, 58% read a Sunday newspaper.
”
The State Of The News Media, An Annual Report On American Journalism 2009 www.stateofthemedia.org
Percent of overall budget:
Geographic regions targeted:
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marketing products
objective two:
media types
$25,000 will be spent to purchase pennants, t-shirts, flags, pins and other promotional products aimed at reinforcing our brand identification.
“
According to a 2005 study conducted
by Georgia Southern University, recipients of promotional products have a significantly more positive opinion of a business.
�
Promotional Products Association International www.ppa.org
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Percent of overall budget:
Geographic regions targeted:
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objective three:
advertising messages Goal: to link advertising messages to one of our six brand positioning statements.
advertising messages objective three:
advertising messages In 2009, the Integrated Marketing Team and the Senior Marketing Team created a brand positioning statement for the University to help guide our advertising and marketing efforts.
Who we are: a student-centered, international, research university that is proud of its humble beginnings, its historic rise, and its current and future success. What we offer: the opportunity to choose from over 200 different undergraduate, graduate, doctoral, and professional degrees at an exceptional value; the opportunity to learn academic, research, athletic, leadership, and volunteer skills through real-life, hands-on experiences; the opportunity to work with accomplished faculty in nationally recognized programs; the opportunity to connect with a fun and diverse mix of cultures, beliefs, and people; the opportunity to join a group of over a quarter of a million proud, successful alumni; and the opportunity to live in an accessible environment where you can connect with nature and nourish your mind, body and soul.
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In 2010, we will create storyboards for three campaigns that will promote three of the six positioning statements.
the opportunity to choose from over 200 different undergraduate, graduate, doctoral, and professional degrees at an exceptional value the opportunity to learn academic, research, athletic, leadership, and volunteer skills through real-life, hands-on experiences the opportunity to join a group of over a quarter of a million proud, successful alumni These storyboards will be shown to the Integrated Marketing Team and the Senior Marketing Team for their comments and suggestions. After revisions are made, one of the storyboards will be selected for our advertising campaign for FY11. The remainder will be used for future years. Storyboards for the remaining three positioning statements will be created and critiqued in FY12.
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objective Four:
Measuring Success Goal: to MEASURE THE SUCCESS OF OUR ADVERTISING.
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To help us make informed decisions with our advertising dollars, in FY11 our Marketing Research unit will begin keeping track of the following data: – the number of phone calls to the Office of Admissions (536-4405) or the University Call Center (453-SIUC); – the number of visitors to the Office of Admissions website (admissions.siuc.edu) or the SIUC home page (www.siuc.edu); and – the number of undergraduate applications for the Fall 2010 or Spring 2011 semesters. This data will be collected to coincide with the advertisement calendar and will be specific to the geographic region (market) to which the advertisement is directed. The phone and website data will be collected during the period the advertisements appear in the media. The application data will be collected for the entire year.
objective FOUR:
MEASURING SUCCESS
MEASURING SUCCES
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For example:
In October and November of 2010, we will be running radio ads in central Illinois, northern Illinois, and the Chicago metropolitan area. During October and November, we will keep track of how many people from these geographic regions call 536-4405 or 453-SIUC or visit either www.siuc.edu or www.admissions.siuc.edu. At the end of the application cycle, we will also examine whether there was any change in the number of applications from prospective students in these three geographic regions. We understand that measuring this data (phone, web, and mail) will not result in a direct correlation to success. Over time, however, we hope to see trends in the data and whether our advertising is making an impact on these trends.
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Conclusion Thank you for reading our FY11 Marketing and Advertising Plan. Like all plans, budgetary and other influential factors outside of our control will require adjustments to be made to this planning document over the course of the next fiscal year. The campus-wide Integrated Marketing Team and the Senior Marketing Team will provide advice and input on how best to make those adjustments. Knowing there will be changes is why the objectives that run through this plan: placing advertisements in areas where we have had success attracting students; exploring different media types to reach our targeted audiences; and linking advertising messages to one of our brand positioning statements and measuring the impact of our advertising. are so important. These objectives will help us reach our goals despite the changes that lie ahead. If you have any comments, suggestions, or questions about this plan, please do not hesitate to contact me at the address below. Michael Ruiz Director University Communications Southern Illinois University Carbondale 1220 Douglas Drive, Mail Code 6819 Carbondale, Illinois 62901
Produced by University Communications, Southern Illinois University Carbondale 618 | 453.2276 www.universitycommunications.siuc.edu/ 6/10
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