QC Marketing Annual Report 2014 -...
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QC Marketing Annual Report 2014 T A M I S E I T Z , D I R E C T O R Q C M A R K E T I N G
Transcript of QC Marketing Annual Report 2014 -...
QC Marketing Annual Report
2014
T A M I S E I T Z , D I R E C T O R Q C M A R K E T I N G
Goals from last year...
THINGS WE MADE HAPPEN!
The People…
…who influence marketing efforts
Target team
QC Marketing Advisory Group
Marcia Lense-KWQC
Randy Jacobs-TAG Marketing
Gary Rowe-WIU-QC Development-retired
Jill Weaver-Modern Woodmen
Susan Seaver-Goetz-WIU Alumna
Val Yazbec-Dispatch/Argus
Ann Walsh-WIU-QC Marketing Faculty
Our students
Supporting WIU-QC Marketing
-to get the word out in the most economical and effective way.
Goals from last year...
THINGS WE MADE HAPPEN!
QC River Bandits
QC Sports involvement-sponsoring 5k race and
Little League tournament benefitting scholarships, college nights
Sponsors with Education
The Women’s Connection
Sponsorships 2500 +
Shawn Johnson and Jean Chatzky
New Advertising-Mobile
KWQC
New Advertising-Digital
OnMedia
B-100 Live Remote
RedHot Brian Scott and Cody Tucker
WQAD
WQPT
$18,000 promotional underwriting
Holiday Campaign
NorthPark Mall
Outdoor Messaging
Miscellaneous Marketing
Flatsheets
“Swag” Promo items
Selection, coordination with departments and student groups
Maintain logo/licensing standards
Visual identity guidelines
“Swag” Promo items
“Swag” Promo items
Table drapes
Licensing/Trademarks
What we learned
This NOT This
Weather Related Closures
Weather Related Closures
Program and Event Promotion
Recognition Presence
Recognition Presence
Logo creation
Accompanied by a news release and story
Photo shoots, set-up, coordination, usage
Photo shoots, set-up, co-ordination, usage
WIU-QC
The Big Picture
Print ads
Flag Postings
Flyers R We!
WIU-QC Public Events
Posted as flyers
Plasma screens
Facebook posts and Events
Tweets
Web/events
Community Calendars
News releases
Rockenews
Kiosk
Event promotion
Student group events
Faculty/program
Community
WIU-QC Events
Can you help me? I have no money…
Social Media
News releases
WIU-QC email blasts
Community Calendars
Media contacts-story pitches
Chamber ad/messaging and coordination
Greater Hispanic Chamber
WQPT-Out and About
TWC
NABCA
15 minute video to showcase QC’s and WIU-QC
NABCA Video
Visit Quad Cities-CVB
WQPT-Year in Review
#successtory
WIU-QC :30
What’s Great about WIU-QC
Phase II
NABCA
Focus Groups
We hear from our students and make decisions based on feedback
Viewbook-less of this
Viewbook-more of this
QC Viewbook-Silver Collegiate Advertising Awards 2013
Web
Webmaster Admissions Marketing
-Spotlight-New Photos -Stories/Feature -New Programs
-New Pages
Web
New Web
New Web
New Web
Social Media
Facebook-over 1100
TV-Broadcast, Digital, Mobile, Geo
WQPT-The Cities
QC Joint Higher Ed Marketing Alliance
St. Ambrose University
Augustana
Trinity
EICC
Black Hawk
Palmer
WIU-QC
QC Chamber
Grad Center
Achieve Quad Cities
-branding the QC’s as a “college town/education hub”/Amtrak
-focus groups and research
Marketing Advisor/Volunteer
News Releases
News Media-
-over 49 stories last 9 months-WIU-QC experts, accessible on-cam interviewees
QC Times
Dispatch/Argus
Diversity Outreach
Latino Guide
CBS4 Hispanic Heritage month sponsor
CBS4
#successtory
Andrey Mojica
QC Military
Military Appreciation/College Night
Military
Lincoln Event
Graduation Celebration
Graduation Celebration
WQAD-”The Pledge”
Marketing Intern-Leah and radio
97X
Because we do all these things….
Enrollment grew!
Enrollment
1502
Goals
Keep on keepin’ on
Curtis Mayfield
New Advertising-Mobile
Planning new mobile app
More permanent sponsorships and physical
presence
The Cosmos-FOX 18 Sponsor More high end educational program sponsor
Communication Plan for New Programs
0 5 10
Message
Budget
Implementation
Tracking/ROI
Licensing/Trademarks
More licensed vendors in the QC area
Marketing Internships/Grad Assistants -year round
New Design Concepts
Campus Opening Celebrations Media $
Continue Cost Savings $ special sales, remnants, negotiations, discounts etc
$17,412
In line with the Strategic Plan
All FY Goals/Objectives support the WIU Strategic Plan’s number one goal
University Growth and Recruitment with each item playing a part in our plan to grow enrollment and increase awareness of WIU and our traditions of excellence!
Keep up with Technology Goals
Continue to research how our students use technology and meet the needs of our recruiting specialists needs as they meet with future students and parents.
Technology Goals
Mobile and web focused
51.1% of smartphone and tablet users now check their email using only a mobile device.
Video enhancing marketing
60% of network traffic is video
Social media
72% of high school seniors last year researched their prospective colleges on a social media site
Continue to tell the story
92% of consumers trust recommendations from friends and family above all other forms of advertising
Budget Request
$92,000 New campus opening
Maintain strategic marketing plan
Increase Outdoor advertising
Publication design
Freshmen enrollment
New program campaigns
Killer video production :30 sec commercial
Program videos
TAG mapping
Funds to brand us as an educational hub
Amtrak marketing
Military targeting
New Generation of Rocky
Rocky Graduates!
Questions?
