Monterey Peninsula College
Marketing Plan Proposal
Submitted by:
Armanasco Public Relations, Inc.
And Associates, Interact Communication and The Wecker Group
"Community Colleges, which handle the vast majority of Californians seeking post-high-school instruction and training, will be challenged to attune themselves to a tech-savvy generation of
students and to employers seeking more than conventional academic credentials."
Lieutenant Governor Gavin Newsom
Armanasco Public Relations, Inc.
787 Munras Avenue, Suite 100 Monterey, CA 93940 Phone: 831.372.2259
pr@armanasco.com www.armanasco.com
Key Challenges for 2014-2015 School Year
The reduced funding at the state level and decrease in full time student enrollment has forced MPC to implement budget cuts. It is critical that Monterey Peninsula College (MPC) focus on increasing revenue to offset challenging budget issues and it is essential that the college focus on attracting full time students whose goal is completing an associate’s degree, earning a certificate or transitioning to a four year college or university.
Marketing Campaign Goals
Our marketing efforts will focus on student recruitment, retention, and building relationships and partnerships within the community to increase awareness.
The goals of the marketing campaign are to create and implement a marketing plan to increase enrollment numbers and improve brand awareness within the community.
Target Audience
The marketing message and tactics need to be a focused approach aimed toward the various target audience(s) within the MPC District. We have identified the following target audiences:
Primary
Current high school students Parents and family decision makers High school counselors
Secondary
Adults ages 25+ Displaced workers
Students who enrolled at MPC but did not finish
Marketing Campaign Strategies
Research: Gathering information to define how best to leverage all available communication channels.
Marketing Communication: Utilize a multi‐tiered approach and a variety of traditional and
non‐traditional marketing tools to enhance the brand and reputation of the college.
Promotion: Support college promotion of specific events, activities, courses, programs, services and student successes.
Community Outreach: Generate interest and awareness of MPC through direct contact and
Phase I - Research
Every research instrument or protocol is developed based on the fundamental question(s) the researcher wishes to answer. In the case of MPC there are numerous questions that are unanswered at this point. Some of the questions are of critical importance to the college and to the success of a marketing plan. We recommend engaging in the following due diligence:
Market Analysis
Our research begins with an examination of available enrollment data and marketing plan materials and integrates the recommendations that come out of the entire marketing review. We will review current college data and trends (short term and longitudinally), examine census data, market growth, geographical factors, and develop a process for increased market penetration with our critical audiences. We will take your existing data and “mine” it for patterns for enrollment shifts that are typically masked by viewing data in the aggregate. Using this information we will look for market shifts and identify trends in MPC enrollment.
Deliverable(s): Market Analysis Report Focus Groups
MPC will benefit from basic research to identify the factors and decision‐triggers for attending college. We will conduct focus groups to identify what key audiences think of MPC, what media currently has influence, what they are looking for in a college, how MPC meets or does not meet their expectations, and how to engage around these issues. These in‐depth conversations will help us identify the underlying factors that must be addressed in public relations, marketing, and college planning, in order to maintain and grow enrollment.
A minimum of four focus groups are recommended, from the following populations:
• Current High School Students (2 groups)
• Parents of High School Students (1 group)
• High School Counselors (1 group)
We recommend 15‐20 people per focus group. Each group would be recruited, facilitated, recorded, transcribed, and analyzed for issues that the college must address. Data would be examined and reported at three levels: 1) the raw data, 2) descriptive statements, and 3) interpretation.
Deliverable(s): Focus Group Findings Report Telephone Surveys
We will utilize telephone surveys to determine MPC’s image within the community and to identify any broad recruiting issues. This research provides quantitative, predictive research that benchmarks the community’s attitude toward the college and tests the strength, value and equity of the college’s current brand. It can identify issues that must be addressed to improve the college image and recruiting efficacy. Issues of programming, scheduling and outreach can be examined in broad terms. Specific outreach efforts may also be tested for importance and efficacy including messaging, phone apps, and media.
A custom telephone survey will be created and approved by MPC. We will sample 400 individuals within the college district.
Deliverable(s): Survey Results
Phase II - Marketing and Outreach
The feedback and input from our research in Phase I will result in continuous improvement of the tactics we have outlined for Phase II. In addition, discussions with MPC leadership and staff will result in decisions about the strategies and tactics outlined in this proposal. We will select the tactics that best target each audience while also allowing us to get the most exposure for dollars spent. Our research and discussions will allow us to further define responsibilities, establish a timeline for advertising and campaign outreach and make final decisions on preliminary budget information.
Campaign Messaging
We will develop key messages that will be used for outreach and in promotional materials. The messaging we develop and how we position MPC to your target audience will be based on the findings in the focus groups and telephone surveys.
The variety of classes offered, flexible schedules, affordable education, student successes, tuition savings, financial aid options available, a college close to home, transfer options, and counseling support for transfer preparation are areas our messaging may focus on.
A campaign theme and tagline will be developed and used throughout the marketing campaign and in all marketing materials. We will brainstorm with MPC leadership to develop a tagline that will resonate with the variety of targeted audiences we have identified and will help drive recruiting efforts.
Deliverable(s): Campaign Theme, Campaign Tagline, Key Messages Campaign Advertising
We will utilize traditional advertising outlets, such as radio, print, television and internet advertising on websites to reach potential students.
We recommend a series of 30‐second TV spots scheduled to run on local stations and affiliated Hispanic stations targeted to both the 17‐24 audience and the 25‐54 audience. These ads will target both the student and parents and not only feature campus life but also the value, advantages, academic experience and related outcomes. Television advertising can include both broadcast advertising and digital ads on station websites.
We will develop a series of 30‐second Radio spots scheduled on local stations to target parents and the 25‐54 audience. Those can include KWAV, KRML, KPIG, KKHK, and KHIP. These ads will mirror the TV spots in tone and message.
A series of print ads will be developed to appear in local and regional publications. The message in the ads will change within the series but will ultimately drive students to the MPC website. These can include the Monterey County Weekly, Salinas Californian, El Sol, and
Monterey County Herald. These can be packaged with digital ads both on publication websites and e‐blasts/e‐newsletters.
In addition, incorporating ads at high school events, in yearbooks, at school sporting events, bus ads and advertising opportunities available at movie theaters will be explored as possibilities to include in our advertising campaign.
Our goal of the advertising campaign is to invest advertising dollars in media outlets that will reach the largest number of potential students. We will utilize the information learned in the focus groups and surveys about media consumption patterns to determine the best opportunities to maximize communication with the college’s targeted audience. We will research ad costs and develop a comprehensive advertising schedule for the campaign based on the school calendar year and registration dates.
Creative development, copywriting, production and advertising placement are included in the estimated costs for all advertising.
Deliverable(s): Advertisements Collateral Development
Our marketing campaign will include the development of collateral materials to promote and develop awareness of the advantages of enrollment at MPC. Common tools used in these types of campaigns include:
• Color brochure (print)
• E‐brochure about MPC for the website and to send with an emailed “letter of acceptance” to new students
• Postcards for direct mail
• Recruiting poster for events
• Flyers/fact sheet for events
These materials will be directed at potential students, their parents and high school counselors.
The collateral development will include creative development, copywriting, photography, production, printing preparation and estimated printing costs for all promotional pieces.
Deliverable(s): Promotional Materials for the Marketing Campaign Campaign Outreach
Our awareness building and outreach to the targeted audiences will include a variety of tactics that will increase awareness and help reinforce the MPC brand. We recommend the following:
• Conduct a direct mail marketing campaign targeted toward current high school students.
• Hold a “College Night” on campus targeted toward high school juniors and seniors to showcase the programs, financial aid opportunities, etc
• Periodically engage in speaking opportunity and share with the community a “State of the College” address.
• Engage in a “stop‐out” campaign to reach out to past students who did not transfer or graduate.
• Target non‐completers through a “finish what you start” campaign encouraging them to return to MPC.
• Start a student ambassador program targeted toward current high school students to encourage peer to peer outreach.
• Participate in trade shows and events that provide an opportunity for potential students to “Discover MPC”.
• Promote the “MPC College Life” through a series of YouTube videos.
• Use the website intranet to build relationships with your most important brand advocates—the current faculty and staff.
• Offer opportunities for students, faculty and staff to participate as a team in community events (i.e. – non‐profit walk/run, beach clean up day). Team shirts will help promote the MPC brand in the community.
• Incorporate student testimonials into all outreach efforts.
Other ideas and recommendations to improve brand identity through community awareness will be identified based upon the findings of our research. The scope of these project and outreach plan will be determined after client input.
Deliverable(s): Marketing Campaign Implementation Campaign Social Media Tools
We will work with the current contractor that manages MPC’s social media accounts to coordinate using Facebook and Twitter in our marketing campaign.
Since our primary focus is to reach out and appeal to high school students, we recommend developing a Mobile Application (App) for MPC. A good college app should have all the features potential and current students need to make their college experience easy and provide access to a variety of information quickly and efficiently.
Interactive maps; searchable course catalogs; videos; directory of faculty members, staff, and students; the most recent and important athletics information; a list of upcoming events, performances, lectures; course schedules, locations, and instructor information are important components of a good college mobile app. Features like the ability to check on their specific course information at any time; posting to class‐related discussion forums; access maps and public transportation information can also be included in the App.
The content potential of the App is broad and can be added to as needed. Consequently the costs involved will increase with the type and amount of information that is integrated with the App. For the purpose of this proposal we are suggesting the following to start: Campus News/Events, Campus Sports, Campus Social Media, Campus Tour and Map, Bus Schedules and quick access to the MPC website.
We also recommend developing a series of YouTube videos to use in our marketing campaign.
Campaign Media Relations
Media relations will be a component of our marketing campaign. APR will disseminate targeted press releases and media alerts to help generate awareness of the college and keep MPC top of mind. Topics may include:
• New website launch
• Mobile App launch
• Faculty achievements, awards, recognition
• Campus events open to the public
• Student successes
• Athletic achievements
• Enrollment periods
• New hires and promotions
Our process includes developing the press release, tracking to confirm placement, and follow‐ up media contact to spur coverage.
We will also identify opportunities for story pitching to targeted publications to highlight MPC successes and leadership accomplishments.
Estimated Budget
We estimate the following budget:
Phase I, which includes: $60,000.00 Market analysis
Four Focus groups Telephone survey of 400
Phase II budget is based on the following:
Marketing Campaign Implementation $60,000.00
* Project fee includes project management, campaign plan and theme development, message
development, outreach, media relations and strategic counsel.
Advertising Concept, Design & Production $16,650.00 ‐ $25,900.00
* Based on one TV spot, one radio spot, and one-three print ad series
Advertising Placement $27,750.00 ‐ $59,000.00
*Overall cost recommended for an advertising campaign. Specific outlets will be researched and
an ad schedule will be developed. Low and high end price ranges are based on the outlet, ad size, quantities, frequency and content. There is no agency fee added for ad placement.
Collateral Development $10,000.00 ‐ $25,000.00
* Budget is based on two postcard size direct mail pieces, one 4-color brochure (print and
digital), one 8x11 flyer and one 12x18 poster. Price includes printing and does not include postage and mailing costs. Bids will be gathered based on final design.
Social Media
Mobile App Development $10,000.00
*Development of a basic mobile app. Additional features can be added for additional cost. Bid can be gathered based on final decision on App features.
YouTube Video Production $2,000.00 ‐ $4,000.00
The prices listed above are ball‐park estimates to give an approximate cost for a marketing plan from concept to deliverables.
Project Team
Our team of public relations specialists and consultants work together to provide the most comprehensive and effective level of consultation to our clients. Each team member brings a wealth of experience, abilities, and energy to the project. We have assembled a core team that includes David Armanasco and Elizabeth Diaz from Armanasco Public Relations, Dr. Pamela Cox –Otto and Trish Huntington from Interact Communications, and Bob Wecker from The Wecker Group.
Armanasco Public Relations, Inc. David Armanasco
David Armanasco is president of APR, which he founded in February 1985. Experienced in all aspects of marketing and public relations, community relations, public affairs, strategic communications and crisis management, David sets the pace for his expert leadership team, advising them as required and acts as a facilitator with clients and client issues.
David has held numerous leadership roles for various organizations, including serving as Chair of the Monterey Peninsula Chamber of Commerce and VCB, Director of the Economic Development Corporation of Monterey County, Co‐Chair of the United Way Campaign, Co‐ Founder and Chair of the Monterey Language Capital Advocates, President of the Rotary Club of Monterey, appointed by Governor Wilson as Commissioner of the California Coastal Commission (1996‐1999), Member of the Public Relations Society of America, and Chairman of the Community Foundation for Monterey County. He has also served as Director of the Carmel Valley Property Owners Association, Founder/Director of the Monterey County Business Council, Director of the Monterey County Sheriffs Advisory Council, Chairman of the Monterey County Task Force on Tourism, Board Member of the Monterey Peninsula College Foundation, and Committee Member of Board Directorate, National Restaurant Association of America in Washington D.C.
David serves on the Cannery Row Foundation Board which interacts regularly with the City of Monterey Historic Preservation Commission in the operation of the famous Doc Rickett’s lab on historic Cannery Row. He is a member of the Monterey County Historic Society and the Monterey Museum of Art. As a volunteer, he served on a committee that helped launch the La Mirada, a satellite facility of the Monterey Museum of Art.
David has been recognized locally and nationally. He was inducted into the Junior Achievement of Silicon Valley, Monterey Bay Inc., Business Hall of Fame and named 1 of 50 National Power Players by Nation’s Restaurant News. He was inducted to the Monterey Peninsula College Hall of Fame, was awarded the Horizons 2000 Certificate of Recognition by the American Culinary Federation and received the Monterey Peninsula Chamber of Commerce Citizen of the Year Award in 2010.
Elizabeth Diaz
Elizabeth Diaz is vice president and general manager of APR. She joined the firm in 1997, was promoted to general manger in 2002 and vice president in 2008. She is responsible for the day‐to‐day operations of the company, manages several client accounts, and assists with new business development.
Elizabeth has been involved with several non‐profit organizations at high levels. She has served on the Board of Directors for Big Brothers Big Sisters and has volunteered as a big sister. She was honored as an outstanding philanthropist and received a Certificate of Special Congressional Recognition for her volunteer work with Big Brothers Big Sisters of Monterey County. Currently she serves on committees for the Monterey Peninsula Chamber of Commerce and the Boys and Girls Clubs of Monterey County.
Interact Communications Dr. Pamela Cox-Otto
Part Steve Jobs, part Robin Williams, Dr. Pamela Cox‐Otto, Ph.D. brings an outside‐the‐box flair to everything she touches. She has been developing communications strategies for 20 years, infusing everything from branding to political advocacy campaigns with her unique, often humorous, tenor.
Pam could be described as a “community college whisperer,” using her depth of experience and knack for finding patterns to breathe new life into two‐year college marketing campaigns from coast to coast.
Pam takes a “let’s do this together” approach to community college marketing, synthesizing her prodigious experience in the field with the unique needs and strengths of her clients. What results are dynamic solutions that remain vital, long after the campaign work is complete.
As a former television reporter and college professor, Pam conveys an expositive, often showman‐like method in all of her projects, and has a rare aptitude for cross‐generational communication. She continues to travel the country as a speaker, academic presenter, and author, focusing on the specific challenges and solutions of two‐year community and technical colleges.
As a founding partner and CEO of Interact Communications, Pam leads a versatile and proficient staff that’s committed to serving the unique needs of America’s two‐year colleges. Under her guidance, Interact has developed wildly successful branding, statewide image, government relations, and political advocacy campaigns, often against precipitous odds.
“We solve problems and offer solutions,” says Pam. “You don’t just pay for a stack of paper that sits on somebody’s desk.”
Trish Huntington
Multi‐talented and widely experienced, Trish Huntington manages Interact’s client relationships on the front line, assisting customers with their communication needs and ensuring their satisfaction with the services. As Senior Account Manager, she provides on‐ the‐ground support, as well as strategic implementation assistance, for Interact’s clients. Having worked in television news as a studio director, Trish excels at organization and deadline management. She began with Interact by managing video clients and using Interact’s “Authentic Narration” concept to generate believable, emotionally‐charged interviews. Trish holds a Bachelor’s Degree in Communications Studies.
The Wecker Group Robert Wecker
Robert Wecker, owner and founder of The Wecker Group, is a graduate of Saint Mary’s
College of California with a Bachelor of Arts degree. He started the company in 1974 with the intent of establishing a group that would create a better approach to branding. Since then, The Wecker Group has received numerous local and national awards for design.
His specialties include branding, business collateral, environmental design, advertising design and illustration. His designs have appeared in dozens of design annuals and books nationally and internationally.
As co‐founder of PiCA, People in Communication Arts, he participated in hosting the world’s top communicators in an open forum for over 10 years.
