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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.
_________________________________________________
_________________________________________________
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
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