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Media Plan Pres 2016
- 1. Media Plan: #FlaglerWorks because #FlaglerCares
- 2. Media Objectives: Expand Flaglers brand awareness Increase enrollment by 35% Establish a TCC to FCT program Increase Flagler Pride amongst students Track progress with surveys and Google Analytics
- 4. Target Audience: Demographics Age: 20-45 TCC Students: over 14,000 students currently enrolled Working individuals that want to finish their degree High school students (For awareness) FSU and FAMU students that didnt meet the requirements Community college students in surrounding areas
- 5. Target Audience: Psychographics Non-Traditional students: Determined to finish their schooling Set on their goals Hardworking but havent had the time for school Built a career first Want to expand their knowledge and skill set
- 6. Target Audience: Psychographics Traditional Students: Care about the quality of their degree Work better in smaller classes Wants to deal with a staff that care about their success Working through college, so night classes are a benefit Do not want student loan debt
- 8. S.W.O.T Low cost, FRAG Grant Small class sizes Structured scheduling Cohort Relationship Strengths Limited degrees Not enough people know about Flagler Spring drought Room issues Weaknesses Close knit community, good WOM On TCCs campus, utilize their resources Piggy-back the giants, FSU requirements Opportunities Big name universities, FSU and F&M Other university partners Staffing Threats
- 9. Competitive Analysis: Pros Prestigious school Over 32,000 students Research Program Nationally recognized football program 96 on Best Colleges is Universities FSU Diverse- over 70 different countries Around 10,000 students currently enrolled One of the best nursing and musical programs FAMU Different array of programs On TCCs Campus Barry offers Masters degrees Have structured scheduling as well Different forms of education University Partners
- 10. Competitive Analysis: Cons Large class sizes, over 16% wit 50 or more sudents Mostly lecture based classes One in a Thousand Hard to get ahold of the staffing Parking and finding classes is miserable FSU Mainly larger Class sizes, but they do have smaller options One in a thousand Specialized in certain degrees, might not get the same education Un-organized student counseling FAMU Limited classes Not well-known No athletic program No musical programs University Partners
- 11. Competitive Analysis: Media Fsu Tv Commercials on local TV Instagram, twitter, LinkedIn, and YouTube Over 70,000 likes/followers #GoNoles, #FSView, etc. Community events and flyers FSU A&M Magazine ≒FAMU taught me ≒Discover FAMU Student based: 90.5 radio station, Journey magazine and FAMU TV Hashtags- #Fangup #FAMUNOW #RattlersAreEverywhere FAMU Flyers Mobil banners Free standing sandwich boards YouTube Videos Social media (Mostly Facebook) University Partners
- 12. Barry Advertisement FSU Instagram FAMU Taught Me Campaign
- 13. Media Strategy TV, radio ads, flyers, and social media Utilize Cumulus station for diversity 2X4 radio event- Chalk walkway TV commercial- 20% Spring, 30%Summer, 50% Fall 2 major posts every two weeks- Flagler Cares content Build rapport with students Flyers will be posted throughout high schools, colleges, and other workforce venues in the Tallahassee region
- 14. Media Rational Flagler WorksBecause Flagler Cares Builds a idea of what makes Flagler work Builds pride and relationships between staff and student Would reach a larger audience around the Big Bend region Radio- Captures diversity, attract the working individuals Social Media- We can track success, choose best method #Flaglercares
- 15. Media Tactics Commercial- FOX, ABC, and WCTV Radio- Regular radio ads will run on all 5 stations Radio Timing: 7-9 AM, 1-3 PM, and 10-12 PM (To capture all our target audience members) 2X4 radio event- 2 radio stations for 4 days Social Media- Flaglercares testimonials, class room visits, and student interviews (Along with the regular calendar content)
- 16. Content Calendar
- 17. Content Calendar
- 19. Budget of Media Plan: $15,000 Social Media Radio Event Food/Catering Local Comm. Aired 3 times on WXTL Pens Lanyards Flyers Chalk Radio Ads (32 through 4 stations)
- 20. Successful Campaign 35% higher enrollment rate At least 50 people at each radio event Increase in engagement on social media by 10% Receiving 10% more students from different universities and non- traditional places
- 21. References http://famunews.com/famu-taught-me-series/ http://colleges.usnews.rankingsandreviews.com/best-colleges/famu- 1480 http://www.fsu.edu/ http://colleges.usnews.rankingsandreviews.com/best-colleges/fsu- 1489 https://www.tcc.fl.edu/Current/UniversityPartners/Pages/default.asp x Cumulus Station Interview Presentation from Dr. Parks