BCD Adult EducationBCD Adult Education

Develop a market plan for BCD Adult Develop a market plan for BCD Adult Education programs that is based on Education programs that is based on

LERN principles.LERN principles.

Work Team:Work Team:

Al Shasteen- Al Shasteen- AdvisorAdvisor

Tom TriplettTom Triplett Janice HermanskiJanice Hermanski Erma WigintonErma Wiginton Iris GreenwellIris Greenwell Bonnie LedbetterBonnie Ledbetter Kathy HartKathy Hart Claudia Claudia

Hernandez-Hernandez-ChavezChavez(Mary McNally)(Mary McNally)

Russell Parker- Russell Parker- Team LeaderTeam Leader

Alex ThurocyAlex Thurocy Regina RiceRegina Rice Brenda DunlapBrenda Dunlap Angelica RebollarAngelica Rebollar Rosemary BeardRosemary Beard Roxy HamiltonRoxy Hamilton Mary Valero Mary Valero

(Sue Campbell)(Sue Campbell)

How will we know when we How will we know when we get there?get there?

25%

50%

75%

100%

0

0.1

0.2

0.3

0.4

0.5

0.6

0.70.8

0.9

1

Identify data points &target focus groups.

Develop project goals &objectives

Gather project data,schedule & conduct

focus groups

Compile & analyze datato determine needed

changes

Develop a marketing planto implement

recommended changes

10

/31

/06 2/16

/07

3/16

/07

5/31

/07

25% Identify data points, target focus 25% Identify data points, target focus

groups, develop project goal & objectivesgroups, develop project goal & objectives On October 18, our team met to discuss our Work Unit Objective and On October 18, our team met to discuss our Work Unit Objective and

brainstorm the data that needed to be collected and how it would be brainstorm the data that needed to be collected and how it would be collectedcollected

DIMS Data points were determined (see Section 6) IT was contacted with DIMS Data points were determined (see Section 6) IT was contacted with the information we would need to collect and best report to use to collect itthe information we would need to collect and best report to use to collect it

The team decided focus groups would be made up of best customers and The team decided focus groups would be made up of best customers and non-customersnon-customers

It was also determined by the team that we would use a Quick Question It was also determined by the team that we would use a Quick Question Survey each week to collect data from current studentsSurvey each week to collect data from current students

Project GoalProject Goal Develop a Market Plan based on LERN principles and customer requests to Develop a Market Plan based on LERN principles and customer requests to

better serve our short-term students.better serve our short-term students.

Project ObjectivesProject Objectives Make data driven decisions when planning courses and marketing activities Make data driven decisions when planning courses and marketing activities

(Based on Tulsa Tech data).(Based on Tulsa Tech data). Produce a better marketing tool (bulletin) based on the needs of our short-term Produce a better marketing tool (bulletin) based on the needs of our short-term

students.students. To find our primary market segmentsTo find our primary market segments Produce a better marketing campaign based on our primary market segments.Produce a better marketing campaign based on our primary market segments. Put short-term students and their success as our #1 priority when making, Put short-term students and their success as our #1 priority when making,

developing and implementing strategic planning for the future. developing and implementing strategic planning for the future.

50% Gather project data, schedule 50% Gather project data, schedule and conduct focus groupsand conduct focus groups

IT provide supervisors/coordinators with the requested IT provide supervisors/coordinators with the requested data from DIMSdata from DIMS

Requested information on the 500 best customersRequested information on the 500 best customers Requested information on the most recent 150 males & Requested information on the most recent 150 males &

females who requested short-term information, but never females who requested short-term information, but never enrolled in a courseenrolled in a course

DIMS data was imported into a multiple access data DIMS data was imported into a multiple access data basesbases

Tulsa Tech’s primary market segments were determinedTulsa Tech’s primary market segments were determined

Short-term office support specialists phoned students Short-term office support specialists phoned students from primary market segments and non-students to from primary market segments and non-students to schedule focus groupsschedule focus groups

Supervisors/coordinators conducted three focus groupsSupervisors/coordinators conducted three focus groups

A court reporter transcribed the exact questions and A court reporter transcribed the exact questions and comments from each focus groupcomments from each focus group

75% Compile & analyze data to 75% Compile & analyze data to determine needed changesdetermine needed changes

Data was compiled from focus Data was compiled from focus groups and quick question surveys|groups and quick question surveys|

Summaries were written analyzing Summaries were written analyzing the data gatheredthe data gathered

Data was gathered to determine the Data was gathered to determine the impact of the short-term bulletin and impact of the short-term bulletin and projections were made based on projections were made based on increased production of bulletin increased production of bulletin

100% Develop a Market Plan to 100% Develop a Market Plan to implement recommended changesimplement recommended changes

Using all of the data gathered a Using all of the data gathered a market plan was developed market plan was developed along with a timeline for along with a timeline for implementing changes implementing changes

BCD Adult EducationBCD Adult Education2007-2008 Market Plan2007-2008 Market Plan

Executive Summary:Executive Summary: Redesign Bulletin based on input from Focus Redesign Bulletin based on input from Focus

groupsgroups Increase households in Tulsa County that receive Increase households in Tulsa County that receive

the bulletin and eliminate duplicate mailingsthe bulletin and eliminate duplicate mailings Develop new ways to market to our primary Develop new ways to market to our primary

market segmentsmarket segments Work towards establishing college credit for Work towards establishing college credit for

certificate programscertificate programs Explore using media outlets other than the bulletin Explore using media outlets other than the bulletin

to market short-term programs and change TTC to market short-term programs and change TTC imageimage

Work towards making e-mail marketing possibleWork towards making e-mail marketing possible