Template: for Functional Marketing Plan Development

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Template:

for Functional Marketing Plan

Development

Name of the Office or Unit

Recruitment & Selection - School of Education

Person / Position with overall responsibility for this plan Staff / Positions with explicit PR&MKTG responsibilities Director – Recruitment, Selection & Public Relations

Overall Marketing Objectives for your area

i.e. What do you want to achieve through your marketing this year?

• To develop a comprehensive, strategic, co-ordinated and proactive marketing programme for the School of Education.

• To continue to promote and position the School of Education as the preferred provider for all levels of teacher education and leisure studies.

• To attract, select and recruit quality applicants to School of Education programmes.

• To ensure maximum return to the School of Education on its investment in PR and marketing.

• To support the University of Waikato brand.

Relationship to University Marketing

§ Indicate the way or ways in which your marketing plans and the marketing objectives for your area complement or are consistent with attainment of the University marketing strategy and the objectives of the University Marketing Plan.

§ Try to be concrete and specific i.e. The goal of the area is to recruit x number of full fee paying international students into undergraduate degree programmes, consistent with Objective 5 of the University Marketing Plan.

(see below – University of Waikato Marketing Plan objectives shown in brackets)

It should be noted that teacher education is a highly competitive sector, with many of the School of Education’s competitors being stand alone specialist institutions. This status provides greater opportunity for them to establish their own individual brand and identity.

Marketing Priorities for 2001

§ Indicate major areas for emphasis, new products and / or priorities for the year, for your area.

• Increase the percentage participation of Maori in School of Education programmes. (Objective 3)

• Increase participation in the Bachelor of Teaching with Honours (BTchg (Hons)) by 10%. (Objectives 6 & 7)

• Increase campus-based and on-line learning participation in education and leisure studies. (objectives 6 & 9)

• Extend the geographic spread of the BTchg on-line learning programme beyond its traditional boundaries. (Objective 9)

• Explore and develop niche markets in teacher education as appropriate, eg. upgrades of qualifications; two year masters that includes a professional qualification. (Objective 8)

• Develop a School of Education Alumni in conjunction with the UoW Alumni, providing furtheropportunity for loyalty and return custom. (Objectives 1 & 6)

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Target markets

§ Indicate where you currently get your students from – this could be descriptive, providing an overview of what you perceive to be the student profile for your area. (This profile could be described in terms of factors such as gender, culture, region, domestic/international, school leaver/mature etc).

§ Indicate areas where you perceive there to be potential growth in student numbers in the future.

Currently students come to the School of Education form the same areas as for other University of Waikato degrees.

Potential Growth

For students within New Zealand

• Those wishing to upgrade professional qualifications to a full bachelor’s degree.

• Combined professional qualification with masters degree programme

• Graduate on-line learning.

• Extension of on- line undergraduate degree. 2001 targets include Kapiti, Napier, Central Wairarapa

and Taranaki.

• South Auckland secondary schools.

• Ability for successful CUP students to be selected and enter into BTchg in B Semester.

• Opportunities created through proposed alumni association.

• Focusing on school curriculum requirements, eg. Technology Curriculum and targeting workforce

participants with equivalent qualifications.

For international students

• Graduate on-line learning.

• Combined professional qualification with masters degree programme

• Graduates in Education from Hong Kong, Singapore and Calgary where strong relationships have

been established through the Educational Leadership Centre.

• It is expected that the School of Education will draw more students from the Pacific area. Initiatives

with alumni and teacher education should see growth in this area.

• Limited opportunities for Graduate Diploma of Teaching Primary & Secondary applications from

countries with similar education systems and curriculum to New Zealand as the qualification is for the

New Zealand context.

Research

What evidence or research do you currently have on which to base your marketing plans for 2001? (As per UoW PR & Marketing Plan)

• Informal research with single sex male secondary schools.

• Reports from the Educational Leadership Centre and School Support Services. What does it tell you?

(As per UoW PR & Marketing Plan)

What research do you have planned for the future? If research is planned, please indicate likely timeframe and budget.

To be negotiated and confirmed. Budget constraints will determine opportunity and direction.

Publications

§ Indicate major publications that are planned for your area, for the year ahead. Please provide a brief description for each publication, under the following headings:

(Please note: all budgets subject to confirmation )

Name or Title of publication

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Publication purpose i.e. first tier publication for new students on support services available within the School

To provide third tier printed information and contacts to prospective students who have already moved through the first two tiers of print material (ie. University DLE, SoE brochure/viewbook) or who have been selected for the following year’s undergraduate teacher education intake.

Timeframe for production August 2001

Budget $15,000

Bachelor of Tourism Handbooks and Viewbooks/brochures (in conjunction with FASS and WMS)

(as above)

Timeframe for production Handbook – August 2001 Viewbook/brochure - tbc Budget (SoE contribution) Handbook - $500

Viewbook - $1500

Undergraduate Info Publication – to support Student Recruitment Office events and for Information Day , Expo and Te Ao Hou distribution.

Aimed to build knowledge and understanding of SoE programme opportunities and potential career pathways for the secondary school leaver target audience. Format to appeal to this audience. Content to focus on current and past student profiles, while providing overview of entry criteria, bridging programmes, scholarship availability etc.

Timeframe for production

To coincide with availability of SoE applications and Information Day - 27 April 2001 Budget

$4000

Name or Title of publication Edline

Relationship marketing vehicle for publicising and promoting the School of Education’s position at the forefront of education and leisure, to the profession and industry, key stakeholders, graduating students and alumni. Goal is to maintain contact and repeat custom through keeping SoE’s name uppermost in the targets’ awareness.

Timeframe for production

Issues in April*, July and October*. * = to coincide with Graduations. Budget

$10,000 – production, printing and distribution. Name or Title of publication

Other publications:

• Miscellaneous presentation material; compliments slips etc – Budget $6000

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Advertising

§ Indicate likely advertising plans for the year ahead. Please provide a brief description for each campaign or advertisement, as appropriate, under the following headings:

Due to the asynchronous nature of its teacher education programmes relative to the University semes ters, and the need for applicants to be selected to meet future Teacher Registration Board (TRB) requirements , Recruitment & Selection undertakes extensive advertising specific to teacher education.

Generic advertising supporting each of teacher education, graduate and leisure studies in education directories, supplements, professional publications, cinemas and Tearaway, as appropriate, is planned as follows to ensure the School has a presence in key information sources for potential students. Despite ten years of amalgamation, maintenance work is still required to publicise Waikato University’s provision of teacher education, in an area of intense competition. Residual confusion remains for many key targets including careers advisors..

Generic print advertising is scheduled from May 2001 onwards and cinema (still slide) advertising to coincide with the July and October school holiday/ semester breaks .

Budget $23,400

Name of publication or media Tearaway

Dates

April, May, June and October issues. Purpose of advertisement / campaign

• To coincide with career/degree profiles for February 2002 intake.

• Ensuring SoE has profile * and presence in this key youth magazine. * = Supporting editorial and student profile material provided for each issue.

Budget $5000

Name of publication or media New Zealand Student Companion Date

August 2001 for 2002 Intake

Purpose of advertisement / campaign

• Directory listing and profile.

• Branding advertisement.

• Ensuring a presence in a key reference directory for careers advisors. Budget

$2000

Name of publication or media Student Decision

Date

August 2001 – BTchg Novembe r 2001 - BLS

• Directory listing

• Students profiles.

• Branding material. Budget

$1650

Name of publication or media Courses and Careers

Date

October – November 2001 for 2002 intake Purpose of advertisement / campaign

• Directory listing and profile Budget

$1900

Name of publication or media Excellence (in Education) Date

September 2001 for 2002 Intake Purpose of advertisement / campaign Directory listing and profile

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Budget $1100

Name of publication or media New Zealand Graduating Teacher Date

October 2001

• Publicity of graduate opportunities and on-going professional development.

• Relationship marketing Budget

$1000

Name of publication or media New Zealand Education Web Guide Date

June 2001

Purpose of advertisement / campaign Directory listing

Budget $350

Name of publication or media

New Zealand Education Gazette and New Zealand Education Review Date

Issues as appropriate throughout 2001 Purpose of advertisement / campaign

• Promoting specialist postgraduate qualifications, graduate on-line learning and professional development opportunities

Budget $7000

Name of publication or media Good Teacher

Date

Issues March, May, August, October. Purpose of advertisement / campaign

• Promoting specialist postgraduate qualifications, graduate on-line learning and professional development opportunities

Budget $1800

Name of publication or media

Sunday Star Times Education Updates Date

Issues: January, May, August, October Purpose of advertisement / campaign

• Nationwide exposure to support Summer School, on-line learning and semester enrolments. Advertorial opportunity with each.

Budget $3000

Special events and / or Marketing forums

Indicate any major special events or marketing forums which could be described as significant marketing opportunities in which you plan to be involved in the year ahead. Please include:

Recruitment & Selection supports the publicity efforts of the Student Recruitment Office and others at Information Day, Enrolment Information Days, , Adult Learners Initiatives, Careers Paths, Te Ao Hou, school visits and others. Occasions or opportunities being organised by your unit or another area of the University, in which you will participate or play a role;

Occasions or marketing opportunities and forums being organised by an organisation external to the University, in which you plan to participate. This should include likely attendance at expos, marketing forums and similar occasions, with the intention of recruiting students and/or profiling your unit, both within New Zealand and

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internationally. Please provide a brief description for each occasion, under the following headings:

Name of marketing forum / expo / occasion Information Day 2001

Place UoW Date

27 April 2001

Staff attending / involved

Recruitment & Selection and other appropriate SoE staff Budget

$2000

Name of marketing forum / expo / occasion Waikato Womens’ Expo

Place

Waikato Events Centre - Claudelands Date

Tbc – July 2001

Staff attending / involved

Recruitment & Selection and other appropriate SoE staff Budget

$1500

Name of marketing forum / expo / occasion School of Education Alumni Launch Place

Tbc Date Tbc

Staff attending / involved Tbc

Budget tbc

Relationship building Secondary Schools

§ Please indicate any relationship building (and marketing activity) planned with secondary schools in 2000. Briefly describe the nature of the activity, its purpose, expected dates and staff involved.

The main focus of recruitment & Selection with secondary schools is providing:

• Support to the Student Recruitment Office in the University’s relationship building efforts with schools.

• Long established Careers Advisors update Meeting regarding teacher education applications on Information Day 2001

• “Come and Meet Us” opportunities for conditional offer Year 13 students selected without interview

• On-going and regular information and support to careers advisors and guidance counsellors through direct mail and personal contact.

(in all cases Recruitment & Selection and SoE staff (as appropriate) are involved. Budget $600 (for hospitality) (b) Other

§ Please indicate any relationship building (and marketing activity) planned with other organisations, groups or significant individuals in 2001. Briefly describe the nature of the activity, its purpose, expected dates and staff involved.

• Providing specifically designed pre-programme Study Skills to mature students as a bridge to entering BTchg studies. Late November 2001 and mid February 2002. Includes TLDU and Recruitment & Selection and SoE staff (as appropriate). Budget $600 for resources and hospitality.

• Support of Te Ao Hou and other specific Maori recruitment opportunities. Includes SRO and Recruitment & Selection an Department of Maori and Bilingual Education staff. Dates – tbc; Budget – tbc.

• Work with professional associations including PPTA, STA , TEFANZ etc as appropriate.

• Work with and support government recruitment initiatives including Ministry of Education and TeachNZ as appropriate.

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Media Relations

§ Indicate any major, planned events or opportunities that are likely to impact on the University’s profile in the news media. Please provide a brief description of the event or occasion and what is planned by way of media work:

• Launch of the Bachelor of Tourism degree in conjunction with FASS and WMS. Dates – tbc; Budget – tbc – anticipate SoE’s contribution will be on an EFTs basis.

The web

§ Please indicate any significant plans for development of your area’s section of the University website in 2001. Maintenance only.

‘Other’

§ Please indicate any other significant marketing activity, planned for the year ahead, not otherwise covered by this template. Refer SoE Alumni Launch previous

Resource / Overall Budget for Unit

§ Please indicate the overall budget allocated for marketing for 2000 for your area, excluding staffing costs. A request for the $89,900 reflected in this plan has been made.