District Marketing Plan 2016 2017 - sotech.edu Plan 16-17... · Maintain SOTC/Southern Tech...

District

Marketing Plan

2016-2017

Darla Buck

Marketing Coordinator

Southern Tech

2

Table of Contents

Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3

Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

Strategic Planning and Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

Key Publics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

Goals-Key Performance Measures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

Goal 1: Growth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Goal 2: Communication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Goal 3: Process Improvement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Goal 4: Quality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

3

Through a strategic and targeted approach, the District Marketing Plan will position

Southern Oklahoma Technology Center/Southern Tech as a system providing educational

and training excellence.

Maintain SOTC/Southern Tech services and capacity with modernization of buildings and updating

equipment.

Advance the image of SOTC/Southern Tech as a provider of educational excellence and an efficient

custodian of public funds through annual report and LEAN objectives.

Raise awareness of SOTC/Southern Tech training opportunities and enhance value through an

unprecedented promotion of public and business education.

Develop clear and concise messages that promote the core principles of SOTC/Southern Tech and

incorporate those messages into a creative campaign that is communicated to the public through earned

media, advertising, and community outreach initiatives.

Embrace an integrated approach with internal organization to manage image and message at every level of

interaction by leveraging all available resources in an effort to achieve strategic consistency.

Utilize the District’s website, Facebook page and digital sign and internal TV/Message boards as

marketing tools.

Engage students, parents, teachers, administrators, media, and community leaders.

Provide internal and external communication about SOTC in an effective and timely manner.

Use internal and external surveys to enhance the marketing delivery system.

Begin planning a re-branding campaign to support the launch of the new logo and renaming of SOTC to

Southern Tech.

Begin planning events and marketing tools for the 50 year celebration.

4

A strong brand establishes a positive image. In the life cycle of brand building, SOTC is established, yet there

is a limited understanding of its brand essence. Parents and students make choices based on the connection

with the brand’s promise and the actual experience they have with a school or program.

5

The current logo has tremendous brand equity, however there have been a few problems with the name and

acronym over the past few years. For Example, the name is too long and hard for people to remember so we

have branded SOTC. SOTC sometimes gets shortened to three letters and SOTC also stands for many other

things, the worst being a sex group and a white supremacy group. We are still being called vo-tech and the

current brand doesn’t seem to have stopped that even among those students that went to school under the new

name.

A re-branding campaign will take place in 2017. Subtle hints of the name change will be

incorporated into all correspondence from the school; after the current brand is used then the new brand will

be used in verbiage only. Along with the re-branding a new logo will be created.

The following programs will be leveraged in the re-branding campaign, and in some cases represent

examples of co-branding:

Informational Catalogs and Brochures

Open House/Parent Night/Meet the Teacher

Tec-X

Counselors/Administrators Meetings for Area

Facebook and Website

Speaking Engagements

Media and Advertising

Superintendent’s Meetings

Enrollment Interviews at the High Schools

Pre-enrollment

Attending all Sending School Awards Assemblies

Adult and Career Development Online Classes

BIS Management Training Series and Newsletter

All SOTC Publications

6

SOTC provides quality education and training services to secure the future of Southern Oklahoma.

Competence

Accountability

Innovation

Service

Listening and Collaboration

Employee Involvement

Leadership

Southern Oklahoma Technology Center will be recognized as a model of excellence in career and technology

education.

1. Customized training

2. Diverse talent

3. Leadership

4. Employees

5. Reasonable costs

6. Certification driven

7. Timely delivery

8. Flexibility

9. Loyalty

10. OUR HISTORY

7

The SOTC Communications and Marketing plan will help SOTC achieve its mission and goals

through the following:

Collect and analyze information on the changing knowledge, opinions, and behaviors of key

publics and stakeholder groups.

Serve as the central source of information about Southern Tech and as the official channel of

communication between the district and publics.

Communicate significant information, opinions, and interpretations to keep SOTC’s publics and

other stakeholders aware of policies and actions.

Coordinate or play a key role in activities that affect Southern Tech’s relationships with our publics

and stakeholder groups.

Serve as the primary hub for any external communication that serves our district. All publications

are filtered through the marketing department to assure correct and symmetrical messaging.

Primary Target Audiences

Current High School Students

Current Adult Full-Time Students

Prospective High School Students

Prospective Adult Students

Parents

Short-Term Students

Prospective Short-Term Students

Business and Industry

School Administrators/Counselors/Teachers

Internal Personnel

Seminar Center Users

Tax Payers

8

Key Publics

Internal

Individual Work Groups (Board of Education, Administration, Instructors, Business Office,

Communications and Marketing, Financial Aid, Student Services, T&I, HR, BIS, ACD,

OSSM, Dental Hygiene and Support Staff {Administrative Assistants, Teaching Assistants,

Custodial, Maintenance, Bus Drivers})

External

Advisory Boards

Alumni

Chambers of Commerce

Employers/Businesses

Organizations

Community Leaders

Higher Education

Legislators

Media

ODCTE

Other Technology Centers

Partner Schools (Counselors, Administration,

Instructors and Staff)

Potential Students

Retirees

Unemployed or Underemployed

Vendors

Voters

Key Information for our Publics

Enrollment Information, Dropout Recovery, Architecture and Construction, Graphic Arts/Printing

and Production, Information Technology, Cosmetology, Health Careers, Manufacturing,

Science Technology Engineering and Mathematics, Transportation Distribution and Logistics,

Business and Industry Training and Adult and Career Development.

Bus Routes/Times

College Credit

Conference Rooms

Distance Learning Capabilities

Economic and Community Development

Services

Financial Aid

Flexibility

Certifications

EOI Remediation

Cost of Attending

Dates and Hours of Operation

Full Time and Short Term Programs

Many Employees are SOTC Graduates

Seminars

Student Success

Website Information

Academic Enhancement

Academic Credit at Southern Tech

Assessment Center

TCTW Efforts

Online Classes

OQA-Commitment

9

Goal #1: Growth and development of all aspects of SOTC.

Action Plan Target Audience Deliverables Results/Evaluation

Increase number of

students in under enrolled

classes.

Potential students

Counselors, parents

Static Advertising,

Success Stories,

videos, Facebook,

radio ads

Increased enrollment in under enrolled

classes.

Begin Offering more

Classes in Health West

Building

Adult Students

High School

Business/Industry

Do press releases and

inform schools and

businesses of our

openings

Increased number of participants in full-

time Health Services Pathways, meet the

needs of Business and Industry.

Enrollment numbers and business hiring

our students-numbers, Retention/

Completion

Customer Service Training

for all SOTC employees

SOTC Internal and

External Customers

Secure speakers and/

or watch videos

Prepare SOTC staff with better customer

service skills

Survey results, monitor complaints

BIS Management Series Business Partners Monthly Management

Training, Post on our

website, Facebook,

billboards and newslet-

ter

Evaluation of classes

Increased number of participants

Starts July extends monthly through June

Engage community with 50

Year Celebration

Southern Oklaho-

man ’ s and SOTC

Alumni.

Radio, TV, Newspa-

per, Facebook, and

billboard advertising

and word of mouth

Number of participants engaged on Face-

book posts and number of attendees at

event.

Offer new programs

Project Lead the Way-Pre-

Engineering

Heavy Equipment Operator

Potential students

Counselors, parents

Do press releases and

inform schools

Advertising-Radio, TV,

Newspaper, Facebook,

and billboard advertis-

Enrollment numbers for new programs

10


Staff activities throughout

school year to promote good

will among co-workers.

SOTC Staff Plan activities with

social committee

and communicate

to staff through

emails, newslet-

ters, posters and

announcements.

Timely communication with staff about

activities. Survey

United Way Fund Raising SOTC Staff/

United Way

E-mail staff

activities and

update on money

collected.

Timely communication with staff about

activities/money collected/goal met.

At least $3,000 collected

November of Fiscal Year

Student Recruitment/

Enrollment

Students-High

school and

middle school

Divide schools by

two counselors to

help recruit stu-

dents starting in

the high school

and utilize third

counselor at the

middle school.

Increased number of applications

Staff Team building SOTC Staff Plan with social

committee and

communicate to

Staff feedback verbally and surveys

Goal #1: Growth and development of all aspects of SOTC.


Post on all Facebook

pages for all Programs

including information

that concerns others

Students and

parents of

students taking

class

Teachers to post twice month-

ly on their Facebook page,

posting photos, videos, and

engage about class

More FB Posts

Check FB analytics for interactions

New brochures for all

programs to make it

seamless ( Graphics )

Students,

prospective

students,

employers, par-

ents, companies

Instructors to give out

brochures when recruiting

Brochures available for BIS

More seamless communication

throughout the school about indi-

vidual programs and career ma-

jors

Goal #2: Effective and timely external and internal exchange of information

11


Complete Internal

surveys and report find-

ings to staff

SOTC staff Report to SOTC staff results

of survey

Better internal communication

Distribution of ACD

catalog 2x per year to

include mini annual report

1x per year.

External

Audience

Catalogs mailed out and

available for pick-up

Increase awareness of SOTC

classes/participation and tax payer

awareness

Surveys, class sizes, student

completion

Implement Marketing

Plan/review annually

SOTC internal

and external

audiences

Marketing plan approval by

board and posted on intranet

More visible Marketing Strategies

Use social media, digital

sign, web, PSA ’ s,

newspaper articles, TV,

participate in speaking

engagements and other

free events to promote

SOTC.

SOTC external

audiences

Facebook, digital sign, web,

media and public

Opportunities for use of free tools to

market SOTC

Use billboards, TV, radio,

Newspaper, catalogs,

brochures and booth

rental to promote SOTC in

paid media.

SOTC external

audiences

Billboards, TV, radio,

newspapers, catalogs,

Facebook, brochures and

booths

Paid promotion of SOTC

Complete/Update annually

course catalogs, first year

catalogs, annual report

and other documents that

support SOTC.

SOTC internal

and external

audiences

Used by SOTC employees for

recruitment and informational

to taxpayers.

Better internal and external commu-

nication.

Goal #2: Effective and timely external and internal exchange of information

12


Provide follow-up

reports to staff after

each board meeting

SOTC Staff E-mail with unofficial report of

board meeting

Timely communication with staff

about board meetings

Inform all SOTC staff of

major decisions made at

Administrative Team

Meetings.

SOTC Staff E-mail staff report

Leadership Team

Administration Team

Timely communication with staff

about major decisions concerning

SOTC

Meet with all SOTC staff

members to give update

on policy, regulations,

construction, program

changes, ODCTE

requirements, strategic

plan etc.

SOTC staff Meeting/Presentation or

Handouts if necessary, press

releases when applicable.

Inform SOTC staff of changes

regarding SOTC

Goal #2: Effective and timely external and internal exchange of information (continued)

Maintain a customer

satisfaction rate of 90%

SOTC

Customers

Customer

Service speakers and updates

Survey Results

New Employee

introduction and

orientation

New Employees

and SOTC staff

Paperwork/emails/new hire

tour

Feedback from employees and

new hire.

Utilize TV ’ s, message

boards and sign about

success stories

Staff, Students

and Patrons

using facilities

In house TV ’ s, message

boards in Recovery Room and

digital sign

Verbal feedback and survey

Recognition of staff

achievement at staff

meetings, board

meetings, newsletter

and employee

SOTC staff Staff meetings, board

meetings and employee

recognition banquet. Send

press releases with

information.

Feedback from employees

13

Goal #3: Document our common processes and track their improvement


Review school

documentation/process

mapping for entire school

Internal and

external SOTC

customers

Process Mapping and update

staff when applicable

Better delivery systems for internal and

external customers

Provide all SOTC staff with

LEAN training

Internal SOTC

customer

LEAN Training Better understanding of LEAN

processes which in turn offers better

delivery systems

Provide Staff with

Publications Standards

Brochure and explain

importance

SOTC staff Create Publications Standards

brochure and form and

distribute to staff and place on

intranet and make sure

Graphics utilizes it.

Talk to staff about the importance of

outgoing material that has the SOTC

logo, the importance of striving for

excellence and branding

Number of publications that go through

Marketing office

Train all staff in NIMS SOTC Staff Online training/off site training

keep staff informed of

progress

Better prepared for a disaster or large

event.

Conduct tornado, fire and

lock down drills twice per

year

SOTC Staff and

students

Implement correct procedures

in a timely manner.

Better prepared for disasters. Time

taken for drills.

Update Policies

Procedures and

regulations.

SOTC Staff and

Board of Educa-

tion

Annually review and recom-

mend necessary changes

Change in Policies, Procedures and

regulations, approved by board and

Superintendent

Conduct weekly admin

meetings, monthly leader-

ship meetings and quarterly

SOTC Staff Updates on personal or cam-

pus activities and review stra-

tegic plan for updates

Informed staff and updated strategic

plan

14


Conduct internal/external needs

assessment analysis with

emphasis on technology,

program/courses, professional

development and services

Current

Employees

Surveys To give SOTC employees buy-in to

daily operations of SOTC and to

help with process improvement

We will assure appropriate staff

development annually

All SOTC staff Workshops, presenters,

online curriculum, etc.

Better prepared and informed

SOTC employees

Implement changes based on

assessment

All SOTC Staff Assessment Results Show SOTC employees that they

help make decisions at SOTC

We will earn the Gold Star

School award and attain OQA

Excellence Level status

SOTC Staff Applications/Interviews Better service offered at SOTC

Whether we received the award,

listen to feedback from OQA

officials.

Conduct surveys to use

internally and externally and for

all departments

SOTC internal

and external

customers

Report to SOTC staff results

of survey

Measure the success of classes,

projects, etc.

Implement TCTW Goals SOTC internal

and external

customers

TCTW Guidelines, update

staff on key issues

Enhance educational opportunities

at SOTC

Provide all staff with talking

points about SOTC

SOTC staff Handout/Email Provide a better communication

tool about SOTC

Monthly Teacher meetings Educators/

Student Services

Email/calendar/agenda/

reports

Communication/survey

Provide teacher mentors for all

new teachers

New Instructors Monthly meeting, periodic

check in ’ s

New Teacher evaluation

Provide teaching assistants for

every instructor

Teachers Input boxes for help and bi-

weekly check in ’ s

Better instruction, more time with

students

Goal 4: Quality-Deliver quality instruction and services

15

Appendix A: Marketing Activities

Daily Weekly Monthly

Check Facebook Attend Teachers Meeting

Check Email Send out press releases Attend Leadership Meeting

Check Phone Messages Check Mentions Planning Group Meeting

Check Twitter, Google+

Check all social media Create Radio Commercial

Check Ardmoreite Create Billboards

Send email to Instructors asking for events

Attend Strategic Planning Mtgs.

Attend Board Meetings

Bi-Monthly Yearly

CMO State Meetings 1st Day of School

Creative Marketing Mtg. Back to School Bash

Twice per year College/Career Day

Blood Drives Public Notice-Title 9 (Sept.)

Recreation Renegades

Mtg. Contests

Teacher Appreciation Reception

Class Photos

Quarterly Bosses Day-Oct.

OKSPRA Meetings

Administrative Assistants Day-

April

Student Auction

Tec-X (two of these)

Murray Co. Leadership tours (or

presentation)

Family Christmas Party

Mug buddies

Graze Daze

SOTC Inventory

Last Day of School

August Conference

Employee Team Building

Staff Photos

Create Budget (February)

Regional and State Contests

Other Events

STEM Day

State Dept. Meetings (every other month)

Speaking Engagements

Taking Photos for newspaper articles

Ribbon Cuttings

Ground Breaking

OKSPRA Mtgs.

NSPRA (every other year)

Team Building

MFG Day

Mobile Museum

16

JULY AUGUST

Open PO's for all Newspapers, Radio Stations etc.

New FiscalYear begins

Staff Photo’ (schedule it)

Schedule someone to work on school video

(individual Programs)

Schedule speakers to do PR presentations

Travel to NSPRA conference (every other year)

July 4th Independence Day

Put on sign enrollment dates

Put on sign start date

Begin Annual Report Updates

Put in leave system Saturdays worked

Update marketing plan

Put Non Discrimination Statement in Paper

Prepare student survey

Plan Photo Opportunity for Staff

Put updated marketing Plan on board agenda (Feb.)

Send invitations for social committee and Marketing Planning

Aug. Conference

Plan first day of class for students

Do PO's for events

Update Calendar

Send in leave requests

Classroom Photos

Carter Co. Free Fair ad. And labor day ad

SEPTEMBER

Constitution Day-Remind Teachers

Start Planning Open House

OKSPRA MEETING

Carter Co. Jr. Livestock Show

Start working on Catalog

College/Career Fair

OCTOBER

Bosses Day

HOSA Blood Drive

World Series

Halloween

NOVEMBER

Plan for Mug buddy

Draw for Mug Buddy

Veterans Day

Tech-X

Put up Christmas Decorations

OKSPRA MEETING

Thanksgiving Event

DECEMBER Family Christmas Party

Mug Buddies

Graze Daze

Meet with Admin. About Awards

perfect Attendance for students

Best of the Year

Worst of the Year

Hanukkah

JAUNARY

Start Working on OKACTE

Awards

Start working on OKSPRA

Awards

Martin Luther King Day

Superbowl Predictions

Call Partners for Progress

recipient to give date

New Years

Prepare zero based budged

FEBRUARY

Natl. children's dental month

Career Tech Week

Contests

Interviews

Presidents Day

carter Co. Chamber Bqt.

NTHS Ceremony

Start planning for Team Bld.

OKSPRA MEETING

Academy Awards

MARCH

Spring Break

Plan for Employee Team building

NCAA Tournament

Easter

17

APRIL

OKSPRA State Conference

BPA State

HOSA State

Administrative Assistant Day

Tax Day

Spring Gardening

OATC Awards Due

Ask to be on Teacher meeting

agenda to go over Auction

Bucks and remind them to

stagger points

Ask about employee shirts for

gold star

Earth Day

MAY

State VICA contests

Carter Co. Teachers Apprec.

Sending School Awards Assem.

Student Senate Blood Drive

Mothers Day

National Transportation week

Lone Grove Days

Memorial Day

National BPA Conf.

End of School

End of Session

Kentucky Derby (first Sat. in

May)

Preakness Stakes (3rd Sat. in

May)

Perfect Attendance

Cinco De Mayo

Student Auction

Gold Star Award Due

Team Building Activity Planned

Education Appreciation Bqt.-

Chamber

NTHS Induction

JUNE

Flag Day

promotional Products in Stillwater-

Fathers Day

National VICA

National HOSA

Nat'l. Air Cond. Apprec. Week

Schedule Billboard Advertising

Summer Vacation

NBA Playoffs

Belmont Stakes (3rd Saturday fol-

lowing Preakness)

Superintendents Meeting with CMO

Large Projects

Marketing Plan

Annual Report

H.S. Handouts

Team Building

Christmas Party

Thanksgiving Banquet

Catalog

Press Releases

Brochures

Billboards

Newsletter

Website

Facebook

Budget

Large Projects

Class Videos

Decorating for Christmas

Carter Co. Teacher Appreciation Banquet

Student Auction

Perfect Attendance

Gold Star School

Yearly Website Updates

Open House

Meet the Teacher Night

Back to school Bash

Strategic Planning

District Marketing Plan 2016 2017 - sotech.edu Plan 16-17... · Maintain SOTC/Southern Tech...

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