Media Plan: Flagler College - TallahasseeTEAM: LEILA JETT, YULONDA MITCHELL, JESSICA CALLAGHAN, DEVIN WASHINGTON AND KATELYN HARVEY
Media Objectives/Description
Increase Awareness of Flagler College Tallahassee and programs1. Accounting2. Education3. Strategic Communication4. Business
Increase Enrollment (from 9% of TCC Graduates)
Increase Awareness among Community College Students in surrounding areas
Benefits of Flagler1. Small Classes/Campus2. Experienced instructors- involvement in
the community/networking3. FRAG, Cheaper tuition4. Better parking5. Day & Night classes6. You already know your way around TCC
campus
SWOT Analysis
S W
T
Strengths• Affordability• Reputation
• Small class sizes• Night classes
Opportunities• low knowledge• High reputation –
room to grow!
Threats• Other colleges in the
areaO
Weaknesses• Few programs• Less flexability in
choosing classes
Competitive Analysis
Barry University
BA (4)MBA (2)
@ TCC Campus
PACE program
Evening, Saturdays, or
Online
Smaller class size
Non- traditional students
Saint Leo University
BA (3)
@ TCC Campus
Day, Evening, Weekends, or
Online
Smaller class size
Working adultsNon-Traditional
students
Thomas University
BA (1)
@ TCC Campus
Evening or Online
Smaller class size
Non-Traditional students
Competitive Analysis: Budget
BarryOnline OOH Print
ThomasOnline OOH Print
Saint LeoTV Radio OnlineOOH Print
Competitive Analysis: Media Selection
Barry University Media
Banners E-mails Newsletters IP talk to classes Booth @ TCC Website
Year round advertising
Competitive Analysis: Media Selection
Saint Leo University Media
Billboards/ banners Radio 1 commercial Facebook brochures Booth @ TCC Website
Advertise year round
Competitive Analysis: Media Selection
Thomas University Media
Social Media (FB, Instagram, YouTube)BannersBooths @ TCCWebsite
Advertise year round
Target Audience Analysis/ Recommended
Primary: TCC/Community College Graduates (w/Associates Degree)
Secondary: Transfer Students w/Associate equivalent (FAMU/FSU/etc.)
Increase number of exposure to media Increase exposure by increasing campus signs Creative Message and requirements “Flagler Works!”
Ex. Flagler Works…and so do our students! Flagler Works for me! Find out how it can work for you,
too!
Tables/Booths at Events
(Brand Ambassadors/Presence Marketing) Secondary Target Audience• Campus events and seasonal community events. (see calendar)
• Students and Parents the opportunity to discover Flagler• Get parents informed-campus (safety, parking tickets,
easier adjustment, class sizes, etc.) • Non-traditional students with families• People in town from surrounding areas (who might attend
neighboring community colleges
• Costs: SWAG. DTGD-Coozies, STT/Parade-Beads (School colors very similar)• Man hours- Current students!
• Able to share their Flagler experience• Banners & Canopy tents
Sandwich Boards/Sidewalk chalk (TCC, FSU, FAMU)
• Flagler already has them on TCC campus• All year long near entrances• Post outside of business, communication, education,
finance buildings on FSU/FAMU campuses, as well as TCC• Let’s give them the facts “Did you know…
• …Only 40 students excepted every semester?”• …you get a bachelor's degree on TCC’s
campus?”• Gives those who are interested in specific majors the
opportunity to see that Flagler offers them. • Costs:
• Chalk• Man Hours• Sandwich Boards
Billboards
(Captiveyes, billboards and StarMetro interior ads)
• Ends of semesters (2 months before)
• Audience:• Students who drive
(garages)
This could be you, but...
…you’re still trying to find parking.
Can’t find a spot? …We’ve got plenty.
Now enrolling for Fall and Spring
Flagler Works…And so do our students.
Day & Evening Classes Available
“Flagler Worksfor me…
Find out how it can work for you!”
Roaming Lion
(Social Media/Brand Ambassador/Guerilla)
• Place: TCC campus during peak hours (9am-12pm)
• Promotion: Ends of Fall & Spring semesters (the week/2 weeks before finals)• Lighten the mood on campus• FB posts throughout the week during
HAVE YOU SEEN THIS LION?!Catch a picture with the Flagler Lion and you could receive free enrollment!
Don’t forget to tag Flagler
College- Tallahassee
on Facebook & use the
hashtag #FlaglerWo
rks
• Product: Catch a photo WITH the lion and post to FB with the hashtag #FlaglerWorks & tag Flagler College-Tallahassee- Most (top 3?) likes wins free enrollment
• Price: Purchasing a lion costume ($50-$500)• Fliers around campus
• People: Person in costume• Marketing student (Sales & Marketing Club)• Offer Internship Hours/Credit Hours (Strat Com intern per semester?)
LION!
Snapchat
(Social Media & Current trend of target audience)• Audience: Anyone on TCC
campus• Current Social Trend• When?: All year long.
• Change design periodically• Reach Daytime TCC Student
body• Opportunity for those who have
heard of Flagler but do not realize its on TCC campus
Media Strategy“Flagler Lion” mascot on campus
Advertising for ”Flagler Lion Scholarship day”Billboard for Spring Registration (One month)
2016
Week of Welcome at TCC (Volunteer work) Raffle for free enrollment
Parking garage signs at FSU
Radio broadcasting for Spring enrollment
Flagler Commercial “Not just a student”Run from November ‘16 to January ‘17
Posting to Facebook, Instagram, Twitter or LinkIn On events happening within the next week
Advertising for “Week of Welcome”
Springtime Tallahassee booth/float
Float/booth preparation days Billboard sign for Fall registration (full month)
2017
Garage signs at FSU (whole month of May)
Radio broadcasting for Fall enrollment
Flagler Commercial “Why Flagler?”Run from May to AugustFlagler Commercial “Not just a student”Run from November ‘16 to January ‘17New campus signs along with chalk arrows
Posting to Facebook, Instagram, Twitter or LinkedIn On events happening within the next weekStudent Success Summit 8 a.m. to 5 p.m.
Budget Timeline
Fall Semester
2016
Spring Semeste
r2017
Summer Semeste
r2017
Fall Semeste
r2017
SpringSemeste
r2018
SummerSemeste
r2018
$3,500
$2,500 $2,000 $3,500 $2,000 $1,000
Budget Graph with Impressions
Fall S
emest
er
Sprin
g Sem
ester
Summer
Semest
er
Fall S
emest
er
Sprin
g Sem
ester
Summer
Semest
er0
500010000150002000025000
Spending per semester (towards $15,000 budget cap)Impressions per semester
Itemized Budget
Lion Mascot Costume $400.00 Campus sign panels $48 x 8 =$384
Billboard (per month) $1,300 x 2 = $2,600 Sidewalk Chalk $5.00
Banners (4’ x 8’) $47.99 x 5 = $239.95 Flagler Coozies $4.95 x 350 = $1,732.50
Radio Commercials $25 x 40 = $1,000 Flagler Sunglasses $6.95 x 350 = $2,432.50
TV Commercials $2,000 Social Media Boosts $20 x 8 = $160
StarMetro Interior Ads $52 x 7 x 2 = $728 Float Decorations $500
Signs at TCC campus $250 x 4 =$1,000 Free enrollment $1,000Canopy Tents $112 x 2 = $224 ------------------------ ------------------------Contingency Dollars $594.05 TOTAL $15,000
References
http://www.flagler.edu/academics/flagler-college-tallahassee/ http://www.springtimetallahassee.com/ Lamar Advertising (Contact: Julia Causseaux – [email protected]) OnCity Advertising (Contact: James Scully – [email protected]) http://www.vistaprint.com/ http://www.legacy.flagler.edu/
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