3. Agenda Cont’d…
Segmented Target Audiences
Communication Strategy
Message Strategy
Marketing Communication Media Strategy
Marketing Materials
Recommendations
Methods of Evaluation
4. Overview
Plan developed to be both cost and time
efficient
Addresses the need to increase enrollment
Developed using information gathered from
interviews with:
Joann Sueltenfuss
Alumni
Current students
Channel Customers
Prospective Students
7. Key Issues
Challenges
Top-Mind-Awareness
Payment Plan
Low Enrollment
Strengths/Opportunities
Location
Affordability
Experience
Hurdles
School Procedures
Retaining Current Customers
8. Objectives
Marketing:
To increase FY13 student enrollment from 100 to 150
students.
IMC:
To create top-of-mind awareness of the NECTE
brand among key target audiences that positions the
organization as the provider of choice for those
seeking career advancement.
9. Primary Audiences
Allied Health Professionals
Professional Trades
Prospective Students
Alumni/Former Students
10. Segmented Target Audience
Current students
Alumni
Prospective students in the Allied Health field and
Tradespeople
Channel Customers
Plumbing/Heating professionals
Electricians
Auto Body Repair Specialists
Automotive Repair and Maintenance
Construction Workers and General Contractors
11. Communication Strategy
Target Buying Incentive
A value-added education that will prepare the
customer for career advancement.
Competitive Consumer Benefit
New England Center for Technical Education will
provide a value-added education for its students
that will prepare them for career advancements
more effectively than their competitors.
12. Communication Strategy
Selling Idea
Providing a value-added education that will prepare
professional trades and allied health professionals
for career advancements.
Tagline
Advancing Careers. Building Futures.
16. Recommendations
Corporate Identity Program
New Name
New Visual Identity
Collaborations/Partnerships
Website
Separate from Nashoba
Career Fair
Brochures
17. Methods of Evaluation
Overall marketing objective:
Measured by the increase in registrants from FY12-
FY13.
IMC Plan: Because we don’t have the budget to
do pre and post surveys, we will measure
Increased number of website hits
Increased number of Facebook likes
Number of phone call inquiries
Number direct mail responses