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MarketingPrinciplesReportforaStrategicMarketingPlan

Template

INSTRUCTIONSTOSTUDENT:

1.UsethistemplateasaguidetowritingupyourReportforaStrategicMarketingPlanforNorthcentralTechnicalCollege.

2.Readtheinstructionsbeforebeginning.Also,youcanrefertothesampleStrategicMarketingPlaninAppendixAinyourtextbookwhileyouarewritingupthisplan.Theformatisdifferent,buttheelementsaresimilar.

3Tofillintheblanks:

Researchthe/NTCwebsiteandtheInternetfordata

Enteryourownsuggestions/opinionswhereindicatedinthetemplate

4.Afterenteringallthedataintothetemplate,formatyourfinalreportsoallheadings,margins,textareconsistentthroughoutthereport.Deleteanyinstructions.Alltextshouldbethesamecolorandfonttype.

AReportOn

AStrategicMarketingPlanfor

NorthcentralTechnicalCollege

Researchedby:

(InsertYourNameHere)

MarketingPrinciples10-104-172

NorthcentralTechnicalCollege

DecemberorMay,201x

ReportDisclaimer

ThisNorthcentralTechnicalCollegeStrategicMarketingPlanReportwascreatedfortheuseasanexampleforlearningpurposesandisnotinclusiveoftheoverallmarketingandpublicrelationsinitiativesatNorthcentralTechnicalCollege.Sensitiveandconfidentialinformationhasdeliberatelybeenomittedfromthisreport.

NorthcentralTechnicalCollege

StrategicMarketingPlan

TableofContents

1.ExecutiveSummary

2.CompanyDescription

3.StrategicFocusandPlan

4.Situation(SWOT)Analysis

5.MarketProductFocus

6.MarketingProgram

7.FinancialBudgetandProjections

8.Organization

9.ImplementationPlan

10.Evaluation

1.ExecutiveSummary

NorthcentralTechnicalCollegecontinuestoexperiencealackofawarenessandbrandrecognition.TheimageandperceptionofNTCisimproving,asevidencedbycommunityvisitsheldin2009.However,theCollegecontinuestobea“bestkeptsecret”inthemarketamongmanydemographicgroups.

The2010-12StrategicMarketingPlanforNorthcentralTechnicalCollegestrivestobuildawarenessandbrandrecognitionandenhancetheimageandperceptionoftheCollege,whilecontinuingtosupportnewandexistinginitiativesthatwillcontinueNTC’sgrowthandexpansiontoincreasetheCollege’sFTEandheadcountenrollments.

Awidevarietyofmediaandtacticsareutilizedtoreachtheprimarytargetmarket,adults18-49,aswellasthemanydynamicsecondarymarkets.ThecampaignstrategyincorporateskeymessagestorelatetothetargetandpositionsNTCasaninstitutionthatenrichesthecommunitiesofnorthcentralWisconsinbyofferingeducationalopportunitiesthatallowstudentstoattainorenhancemarketablejobskills,obtaindegreesandcertificatesorpreparefortransfertofour-yearbaccalaureatecollegesundertheguidanceofindustrysavvyfacultyandthesupportofacaringcampuscommunity.

TheStrategicMarketingPlanisafluid,workingdocumentthatissubjecttochangebasedonbudget,technology,newmarketresearchorothersignificantkeyfindings,aswellaschangesinthestrategicinitiativesoftheCollege.

ThisstrategicplanisinclusiveoftheoverallmarketingandpublicrelationsinitiativesatNorthcentralTechnicalCollege.Whilenotindividuallylistedinthisplan,theMarketingandPublicRelationsTeamsupportsnewprograms,servicesandotherinitiativesconsistentwiththeeducationaldirectionoftheCollege.

2.CompanyDescription

NorthcentralTechnicalCollegewasfoundedin(insertyear).

NTCisoneof____districtsoftheW_______________T__________________C_______________________S______________.NTCserves______countiesincludingM__________________________________________________________________________________________________________________________________________.Thereare7campuses.Thecentralcampusislocatedin___________________atthisaddress_________________________________________________________.The6regionalcampusesarelocatedin____________________________________________________________________________

NTCoffersthefollowingnumberofinstructionaldegrees:

____AssociateDegrees

____TechnicalDiplomas

___programsofferingcompletioninlessthanoneyear

_____Apprenticeshipprograms

Morethan____Certificates

NTCprovidesprogramsandservicestoapproximately20,000creditandnon-creditstudentseachyear.

In2008NTCgraduatefollow-upsurvey,__%ofthegraduatesfromwereemployedwithin__monthsofgraduationand_____%arestayingwithintheNTCdistrictasemployees.

Insert3recentcompanysuccesses.(Hint:checkouttheNTCpressreleasesat)

_______________________________________

_______________________________________

_______________________________________

InsertaparagraphaboutthehistoryofNTC.

_______________________________________

3.StrategicFocusandPlan

Thissectioncoversthreeaspectsofstrategythatinfluencethemarketingplan:(1)themission/vision,(2)goals,and(3)corecompetence/sustainablecompetitiveadvantageofNorthcentralTechnicalCollege.

Mission/Vision

NorthcentralTechnicalCollege’smissionstatementis“___________________________”.

NTC’svisionstatementis“______________________________________________.”

BasedonresearchtheNTCwebsite,here’showIwouldrewritetheNTCmissionstatement:__________________________________________________________________

Here’showIwouldrewritethevisionstatement:______________________________________________________________________

Goals:

Forthecoming2years,thisorganizationseekstoachievethefollowinggoalsagainstwhichthecompany’sperformancewillbemeasured.(Financialgoalshavebeendeliberatedomitted).

Nonfinancialgoals:

1.To:IncreasetheCollege’senrollments.

2.To:Buildawarenessandrecognition.

3.To:EnhancetheimageandperceptionoftheCollege.

4.To:Buildloyalty.

Myrecommendationsfor2non-financialgoalsforNorthcentralTechnicalCollegeare:

To:___________________________________________________________________

To:___________________________________________________________________

CoreCompetencyandSustainableCompetitiveAdvantage

Intermsofcorecompetencyandacompetitiveadvantage,NorthcentralTechnicalCollegeseekstoachieveauniqueabilitytobeaccessibleforeverybodyincludingflexibleschedulesandonlineclasses.

Inmyopinion,themostimportantthingthatmakesNTCuniqueabovethecompetitionis:___________________________________________________________________

4.Situation(SWOT)Analysis

InternalstrengthsofNorthcentralTechnicalCollege:

Caring,supportivefaculty

Affordability

Exceptionaljobplacement

Transfer/Articulation

Insert2additionalinternalstrengths:

_______________________________________

_______________________________________

Externalfavorableexternalfactors(opportunities)ofNorthcentralTechnicalCollege:

Partnershipstoincreaseenrollment

Strongerrelationshipswithlocalbusinesses

Insert2additionalexternalopportunitiesstrengths:

1_______________________________________

2._______________________________________

InternalunfavorablefactorsweaknessesofNorthcentralTechnicalCollegeare:

“Justthetech”

Secondchoiceoption(seenasnotasgoodasafour-yeardegree)

Waitinglists

Insert2additionalinternalweaknesses:

_______________________________________

_______________________________________

ExternalthreatsthatNorthcentralTechnicalCollegefacesare:

Decreasedstatefunding

Newtechnology=Increasedcoststokeepup

Insert2additionalexternalthreats:

_______________________________________

_______________________________________

Inmyopinion,themaininternalstrengthsofNorthcentralTechnicalCollegeare:

___________________________________________________________________________

Inmyopinion,themaininternalweaknessesofNorthcentralTechnicalCollegeis

________________________________________________________________

Inmyopinion,themostfavorableexternalfactors(opportunities)forNorthcentralTechnicalCollegeare:

____________________________________________________________________________

Inmyopinion,thebiggestexternalthreatsthatNorthcentralTechnicalCollegefacesis____________________________________________________________________________

IndustryAnalysis:TrendsinTechnicalCollegesandAdultEducation

Herearethreerecentnationalandlocaltrendscurrentlyhappeninginadulteducationindustry.1.Demographic

Thegrowthofthe“Boomer”population(age47-64)andtheemergingtrendofencorecareerswithinthisagegroupwillhavedirectimpactonthestudentpopulationatNTC.Whilethe“Boomer”populationisgrowing,highschoolenrollmentsareonthedecline.However,thistrendisexpectedtoreversein2011asthenumberofbirthsinWisconsinshiftsupward.AgrowingminoritypopulationintheDistrictwillhaveadirectimpactonthe

Collegeanditsprogramsandservices

Add2moretrendsinhighereducation.Includethewebsiteaddresswhereyoufoundtheinformation.

1.________________________________________________

2.__________________________________________________

“COMPETITORS”INOURINDUSTRY:

PrimaryCompetition:

Private–ForProfitCollegesandUniversities

GlobeUniversity

OtherCompetitors:

UWSP(4years)

UWStout(4-years)

Othertechnicalcolleges

List2otherNTCcompetitors

_______________________________________

_______________________________________

5.Market-ProductFocus

.

Thissectiondescribesthefive-yearmarketingandproduct(service)objectivesforNorthcentralTechnicalCollegeandthetargetmarkets,pointsofdifference,andpositioningoftheproductsoffered.

MarketingandServiceObjectives

NorthcentralTechnicalCollege’smarketingintentionisdetailedbelow.

Theobjectiveistosellmoreofthesecurrentproductsincurrentmarkets(marketpenetration):gainmorestudentsinprogramareaswithdecliningenrollment.

Theobjectiveistosellthesenewproductsincurrentmarkets(productdevelopment):enrollexistingstudentsinonlineandflexiblelearningoptions.

Theobjectiveistosellthesecurrentproductsinthesenewmarkets(marketdevelopment):toenrollmorerecenthighschoolgraduatesinassociatedegreeandtechnicaldiplomaprograms.

Add2newproducts/programs/coursesthatNTCshoulddevelopthatdonotalreadyexist

_______________________________________

_______________________________________

Whyaddtheseproducts?________________________________________________

TargetMarkets

GeographicMarket

TheprimarygeographicmarketistheNTCdistrict,whichcoversallorportionsof10countiesincluding_______________________________________________________________________________________________________________________________________________________

CustomerAnalysis:Herearethecharacteristicsofthecustomersexpectedtobuythisorganization’sproducts.

Demographically,thiscompany’sproductsarepurchasebyconsumerswhoare:

Primary:

Recenthighschoolgraduates

Returningadults

Dislocatedworkers

Secondary:

Middleschoolstudents

Highschoolstudents

Parents

TheaverageageoftheNTCstudentis_______,with______%ofstudentsage_______orolder.Averageageofstudentsinassociatedegreeortechnicaldiploma:22

Onein______residentsovertheageof_____inthe

10-countydistrict

,enrolledinNTCcourseslastyear.

TheNTCstudentpopulationisbecomingmorediversewithjustover_______%representedasmembersofanethnicminoritygroup.

Inmyopiniontheprimarytargetmarketormarketnicheofthisorganizationis______________

Inmyopinionthesecondarytargetmarketormarketnicheofthisorganizationis_____________________________________________________.

PointsofDifference/Positioning

The“pointsofdifference”—ortopcharacteristicsthatpositionNorthcentralTechnicalCollegeasbetterthanthecompetition.

InserttheTop10ReasonstoAttendNTC

_______________________________________

_______________________________________

_______________________________________

_______________________________________

_______________________________________

_______________________________________

_______________________________________

_______________________________________

_______________________________________

_______________________________________

Inmyopinion,themostsignificantdifferencebetweenNTCandthecompetitionis:______________________________________________________________________________________________________________________

6.MarketingProgram

ThefourmarketingmixelementsoftheNorthcentralTechnicalCollegemarketingprogramaredetailedbelow.ThesestrategieswillbeusedtocarryouttheobjectivesstatedinthisStrategicMarketingPlan.

Tactics

FocusedMarketing*

Forfocusedmarketingefforts,theMarketing&PublicRelationsTeamwillmeetwiththeappropriateindividuals/teamstodevelopaprogram/initiativemarketingplanthatisalignedwiththeCollege’soverallstrategicmarketingplan.

TargetMarket

Thetargetmarketforfocusedmarketingeffortswillvarybytheinitiative.

Objectives

Increasethenumberofinquiriesfortheprogram/initiative

IncreasetheCollege’sFTEand/orHeadcountenrollmentsintheprogram/initiative

Buildawarenessofthenewprogram/initiative

Additionalobjectiveswillvarydependingontheinitiative

Strategies

Strategieswillbedevelopedwiththeprogram/initiativeteamandotherappropriateindividualsbasedontheprogram/initiativemarketingplanandthetargetmarket(s).

*ExamplesmayincludeWeekendCollege,regionalcampusexpansion,newprogrammarketing,etc.

Advertising

Objectives

IncreasenumberofinquiriesfortheCollege

IncreasetheCollege’sFTEandheadcountenrollments

Buildawarenessandbrandrecognition

Strategies

Timing

Thetimingofthecampaignscorrespondswiththefallandspringenrollmentperiods.ThefallcampaignrunsfromtheendofJulytothebeginningofSeptemberandagaininthelateSeptember/earlyOctobertopromotelatestartopportunities.ThespringcampaignrunsfromtheendofDecembertomid-JanuaryandagaininFebruarytopromotelatestartopportunities.

Location

ThecampaignsfocusonthegeographicregionssurroundingNTC’scampuslocations:Antigo,Medford,Merrill,Phillips,Spencer,WausauandWittenberg.

ProductStrategy

ProductLine:

Associatedegrees

Technicaldiplomas

Certificates

Customizedtraining

Continuingeducation

PromotionStrategy

Keypromotionstrategiesinclude:

Internet

Website

SocialNetworkingFacebook,Twitter,YouTube

Advertising

Television

Radio

Outdoor

Directmail

Grassroots

Studentstestimonials

PublicRelations

WebsiteObjectives

BuildnewCMS(contentmanagementsystem)websitewithnewWeb2.0features

PositionNTCasacollegethatserveseachtargetaudienceinauniquewaythatisrelevanttotheirneeds,reducingthe“onesizefitsall”approach

Increaseonlinesalesbydevelopingnew“Program/Certificate”sectionthatwillprovidearicherexperienceandinteresttoincreaseheadcountandFTE’s

Continuetocondensewebcontentandaddimagesasnecessarytoengagecurrentandprospectivestudents

ContinuetobeADACompliant

Continuetopromotereal-timecurriculum

TwostrengthsoftheNTC’swebsiteare:

1)_______________________________________________

2)______________________________________________

TworecommendationsforimprovingNTC’swebsiteare:

1)_______________________________________________

2)______________________________________________

SocialNetworking:Facebook

“Givingpeoplethepowertoshareandmaketheworldmoreopenandconnected,”isFacebook’smission.Thewebsitegoesontostate,“MillionsofpeopleuseFacebookeverydaytokeepupwithfriends,uploadanunlimitednumberofphotos,shorelinksandvideos,andlearnmoreaboutthepeopletheymeet.”

Thissocialnetworkingoutletwillbeutilizedtoconnectcurrentandfuturestudentswithfaculty,staffandeachother.EnablingNTCtoengageinatwo-wayconversation,FacebookwillbebothanoutletfortheCollegetocommunicatetostudentsandameansforcollectingdirectfeedback.

Anorganizationalpage,/,wascreatedfortheCollegeinOctober2009.ThisallowstheCollegetoconnectwithstudentswho“becomeafan”or“l(fā)ike”NTCwitheventannouncements,employmentopportunities,newsstories,photos,etc.Facebookalsoallowsorganizationstoadvertisetoatargetaudienceonapay-per-clickbasis.

TwostrengthsoftheNTC’sFacebookpageare:

1)_______________________________________________

2)______________________________________________

TworecommendationsforimprovingNTC’sFacebookpageare:

1)_______________________________________________

2)______________________________________________

MassMedia

TobuildawarenessoftheNTCbrandwhiledrivinginquiriesandapplicationsforenrollment,massmediacampaignsareimplementedforkeyenrollmentperiods.

Television

Localspottelevisionandcabletelevisionareprimarymediathatareutilizedformarket-widepenetrationwiththeprimaryandsecondarytargetmarkets.Thetelevisionmediabuyconsistsofthreetofour-weekflightsleadinguptofallandspringenrollment.Mediabuysareselectedbasedonprimarytargetmarketpreferencesandtypicallyincludemorningandeveningnews,daytimeprogrammingandprimetimeprogramming.

Myrecommendationistoadvertiseonthisbroadcaststation,duringthese2televisionshows,atthesedays/times:

_________________________________________________

_________________________________________________

Radioisaprimarymedia,asitallowsNTCtohavemarket-widecoveragewiththeprimarytargetmarket.Theradiomediabuyconsistsofthree-weekflightsleadinguptotheFallandSpringenrollmentperiods,aswellasatwo-weekflightpromotinglateandrollingstartopportunities.Mediabuysareselectedbasedontheprimarytargetaudienceandtypicallyincludevaryingdayparts,withtheemphasisonMonday–Friday,10:00a.m.–3:00p.m.and3:00p.m.–6:00p.m.and7:00p.m.–10p.m.

DesiredPlacement:

WIFC95.5

WDEZ101.9

WBCV107.9

WKEB99.3(Medford)

WACD106.1(Antigo)

WCQM98.3(Phillips)

Myrecommendationistoadvertiseonthese2radiostationsatthesedays/times:

_________________________________________________

_________________________________________________

Billboardsareselectedfortheirmassappealinthemarketandtoallowfordistrict-widemarketpenetration.Aone-monthcampaigncoincideswiththeFallandSpringenrollmentperiods.Billboardlocationsareselectedbasedonavailabilityandproximitytocampuslocations.

DesiredPlacement:

WausauMetropolitan

Antigo

Medford/Phillips

Merrill

Spencer

Wittenberg

Myrecommendationistoplacebillboardsatthese2locations.

_________________________________________________

_________________________________________________

Print

Blackandwhiteprintadsmaybeutilizedtoaugmentspecificinitiatives.

DesiredPlacement:

WausauDailyHerald

AntigoDailyJournal

WittenbergEnterprise–BirnamwoodNews

MerrillFotoNews/MerrillCourier

PhillipsBee/ParkFallsHerald

Myrecommendationistoadvertiseinthese2newspapers.

_________________________________________________

_________________________________________________

PublicRelations

Objectives

ImprovetheperceptionofNTCasatoptierhighereducationinstitution

Improvetheperceptionthatdistricttaxdollarsarebeingusedeffectively

Createregionalmediainterestusingthe“mentor”storyidea

CommunicateandcreateanunderstandingoftheNTC“mentor”storyamongfacultyandstaff

Givedislocatedworkershopeandoptionsforsuccessfullyreturningtotheworkforce

PositionNTCregionallocationsasresourcesforinformationinvolvingeducationaltopics

FacultyInvolvement

Developaprogramtohelpfacultyandothermembersofthelearningteamactivelybecomeinvolvedwithprospectivestudents.

Activities:

Campusvisits

Seekingopportunitiesforfacultytooffercredittrainingonhighschoolcampuses

Speaker’sbureauofsubjectmatterexpertsavailabletotheNTCDistrict

Media

NTCcontinuestofosterrelationshipswithkeymediacontactstocontinuallypromoteNTCaresourceformediatopics.StoryideasthatpromotethementorstorywillbeusedthroughouttheNTCDistrict,eachwitharegionalfocus.

StoryTopicsmayinclude:

Grantprograms

Studentstories

Partnershipswithlocalbusinesses

Newprogramsandservicesoffered

HowNTCisworkingtobettercommunities

Diversityofstudentsserved/collegedemographics

Newworkforceneeds

Myrecommendationistoincludethese2storytopicsintheirpublicrelationsstories.

_________________________________________________

_________________________________________________

7.FinancialDataandProjections

Note:Confidentialfinancialdatahasdeliberatelybeenomittedfromthisreport.

PastSalesRevenues

HistoricallyNorthcentralTechnicalCollegehashadasteadyincreasebetween7%and20%.

Projections

Oneyearfinancialproje