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December 6, 2010 When Today Meets Tomorrow

When Today Meets Tomorrow…….

K T L AdvertisingLisa Kent


Industry Trend


Organization Review• HACC’s mission is to foster educational, cultural,

work force development, and economic growth of the college service areas.

• HACC’s enrollment in virtual distance learning for this fall was 5,300 students.

• There are 23,000 students across all campuses enrolled into credit courses.

• There are more virtual courses and classroom courses offered than blended courses.

• There are more than 50,000 students enrolled into non-credit courses.


Growth 2008 Head Count: 19886

2009 Head Count: 22529

2008 Virtual E : 4242

2009 Virtual E : 4942

2008 Female : 12982

2009 Female : 14305

2008 Male : 6904

2009 Male : 8224


Services• Services offered to help students succeed include: • First Choice: a freshmen orientation program for

incoming high school grads.• Focus on student success• Placement testing that promotes student success in the

classroom• Learning support center• Master student program• Free tutoring and academic workshops• Academic advisors and career counselors• Transfer center with resources to research transfer

schools


SWOT Analysis• Strengths• Multiple community locations• Affordability• Informational Website• Web Marketing (Face Book, article and banners)• Weaknesses• Website not personal/appealing• Technology for blended courses• Not enough faculty interest• Insufficient information on blended courses• Ease of use in virtual world (website)• Chat Client not activated• Opportunity• Decrease demand for classrooms (Green Initiative)• Increase enrollment into blended courses• Increase faculty participation in teaching blended courses• Education Reform (Whitehouse Summit)• Increase traditional and non-traditional student enrollment• Economics (HACC article on dislocated workers program)• Threats• Policies• Regulations


Community Objectives • Awareness: In order to increase

awareness to our target audience, forms of advertisement such as magazine ads and internet ads must go out. Blended courses are so hidden by traditional learning, that many people don’t even know what they are, or how to get involved.


Target Audience • Primary target market demographically would

be between the ages of 25 and 40 years old.• New Students• Secondary target market demographically would

be between the ages of 18-21 years of age. They need more information about blended courses before they attempt to take the courses.

• Faculty is another primary target market because without faculty, there will not be enough blended courses to be offered.


Advertising Objectives• To increase awareness of blended courses

and how taking a course can fit into a busy schedule.

• Generate more interest in HACC and blended courses.


Advertising Strategies• When Today Meets Tomorrow…. An indirect headline creating curiosity and

it creates a question in the consumers’ mind, what happens when today does meet tomorrow. Psychologically, thinking about the future.


Advertising Appeal• Emotional and rational at the same time. • Fun yet real for both traditional and non-

traditional students. • Remembered


Advertising Execution• Combinations of animated and fantasy but a real life element.• People are thinking about today and

tomorrow so we needed to appeal to that aspect.


Creative Tactics• Internet Banner • Visual & animated Banner placed on Student Review Website

Clicks to Blended Page

http://www.hacc.edu/Academics/CoursesAndPrograms/BlendedCourses/index.cfm


Billboard

HARRISBURG AREA Community College BLENDED COURSES

When Today Meets Tomorrow ……


Magazine Cover

• HACC Magazine

Blended Courses


Target Audience• Banner – A banner, when placed on a student

review website such as, http://www.studentsreview.com/PA/HACC_comments.html our target audience who are currently enrolled students and prospective students.

• Visitor frequency of several times per week is 75% higher than the internet avg.

http://www.studentsreview.com/PA/HACC_comments.html

http://www.studentsreview.com/PA/HACC_comments.html


Target Audience cont’d• Magazine Cover – The magazine (Connections) is circulated throughout all

campuses and it is read by both non-traditional and traditional students. Connections issues are also on the HACC website as a PDF.

• Billboard – A wider audience to attract prospective students.

Placed in high traffic areas for instance near the exit off the South bridge.


Objectives• The objective of this campaign is to

increase awareness of the blended courses offered a HACC. To grab students attention. Make them aware that there is another option.


Strategy • Our strategy is simply that HACC does

have an answer or a solution for both the non-traditional and traditional student.

• What happens when today meets tomorrow?

• Do we really want to be where we are today, tomorrow?


Media Plan• We chose the magazine, billboard and banner

because it was the right media mix to create awareness in a college setting and to invite prospective students with complicated lifestyles.

• Geographically, the magazine is circulated throughout all campuses.

• We suggest that all media be placed seasonal. Closed to high school graduations when students are making those decisions to attend college. The banner should run during semester registrations.


Media Plan• Total magazine circulation alone

throughout the campuses is approximately 80,000 students. This number was gathered from the amount of student enrolled this year.

• According to the bid RFP printing the amount stated is 160,000 copies for 4 circulations per year at 35,000 mailed and 5,000 distributed at Harrisburg campus.

• Lowest bid was 11,000 in 2009.


Costs• Magazine costs would be a guestimate of

$12,000.• Banner impressions on the Main & Search

page would be 640,000 impressions of $9600.00.

• Billboard costs highest traffic area is $7,000 per month continuously.


Break Down• Magazine is already a budgeted marketing expense for

HACC (vehicle). It prints 4 times a year. We will not include the total expense. However, we will include $5,000. of the campaign budget.

• Billboard would be used around high school graduation. Cost $7,000.

• Banner impressions for first 10 days per month proceeding semester registration would cost $9600.00/30 = $320 per day.

$320 x 10 = 3200 x 2 = $6400.00 Total - $18,400.00


Public Relations • Internal Relations should be directed towards

faculty. In order to increase blended courses, you need more faculty on board.

• According to the faculty survey we conducted, we determined that policies for certifications will need to be addressed. A new program for faculty could include a Stipend.

• Article marketing by marketing students who have actually completed a blended course. (Testimonials)

• Press Releases should talk about blended courses ever month before semester registrations.


Monitor, Evaluate & Control

• Monitor – Banner per clicks for increase hits to

website, blended page. Semester enrollments increase or

decrease. Set up blended course telephone

number for inquiries. Chat client activated.• Evaluate the numbers and control the

message through advisors and counselors.

advertising imc campaign

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