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Marketing Plan
About the Plan
• Based on research • Designed to answer the participation and
awareness challenges today and into the future• Segments are designed to work together and
deliver quantifiable results before the grant ends • Includes activities that can be sustained by IFS
Center Advisory Board
Objectives
• Primary– Introduce IFS to the unaware, establish credibility
across all audiences and build utilization of the IFS center.
• Supporting– Inform
– Create opportunities for contact
– Expand connections
Key Research Conclusions
• A consistent feedback pattern among both employees and employers
• Concerned about the tough economic climate, but recognize that with stresses also come opportunities
• So, either defensively, or offensively, they recognize the need to develop new skills in order to compete
• There’s a danger in making over claims
• To bridge the gap between perceptions of the program before and after, the most potent creative approach may well be testimonials
Branding and Message Platform
Changes in Connecticut’s extensive banking, insurance and financial services industries
offer new and rewarding employment opportunities. Training provided by the
industry professionals of the IFS Center will give employees the skills to grow and succeed in this dynamic environment.
Target Audience
Primary • All Connecticut employers in insurance, banking and the financial services industry• Senior level executives – the C-Suite. The higher, the better. People who have influence
on policy, not just personnel. SVP’s, presidents, group heads, etc.• Internal recruiters (not part of HR).• HR people – important, but HR not in the strategic position to make decisions –
primarily take orders from the senior staff who are championing the program.Secondary• Employees in the IFS sector, in particular unemployed/displaced workers.• High School and college students. Especially those we can recruit into the IFS AS
degree. • Outplacement agencies. • Community support groups. • Business associations in the IFS sector. CPCU, CFA, CBA.• Schools of business.Tertiary• Parents, the media, legislators, other State agencies, general public.
Plan Tactics Overview
Online Media
• Strong statewide reach• Quantifiable results• Fast launch
Banner Advertising
• Hartford Business Journal
• Hartford Courant
• Dow Jones Network
• Business Week
• Bloomberg
• The Street
• Financial Times
• Fox News
• Fast Company
BUSINESS JOURNALS
535x85Home Page
234x60Fixed ROS
200x200Home page
COURANT.COM
300x100CT Business (Fixed)
300x250Home Page
300x250CT Business
UNDERTONE NETWORKS
300x250Run of C-Level Network
728x90Run of C-Level Network
Promotional Buttons
Promotional Buttons
Landing Page
• Capture e-mail addresses• Identify demographic information
Confirmation Emails
• Serve up actionable information– Links to classes
– Contact information for employers
Video Testimonials
• Four videos shot in 2-3 locations• Broadcast during events and meetings• Posted online and in E-Newsletters• DVDs available
IFS Center E-Newsletter
• Issued monthly• Delivers quick news• Drives to class schedules and contact info• Developed against an editorial plan
Building the E-Newsletter List
• Email series to CT’s C-suite and VP’s • Three surveys and six announcements• Encourage E-Newsletter sign up
Public Relations
• IFS Center Employment Index Releases– SKILLProof (April)
– Target Point Email Outreach (early June)
• Press Kit• Op-Ed• Television Public Affairs Interviews• Radio Visits
Media Pitches
Place stories that highlight IFS Center participant experiences and inspire others to take the next step
– A Day in the Life
– Retraining Success Story
– Graduation Celebration
IFS Center Presentation
• Employer and employee audiences• Compliments the videos• Provides information that can be tailored to
different audiences (large corporate, small banking, displaced workers, etc.)
• Serves as a template for updates
LinkedIn and Facebook
• Build an online community
• Seed conversations among alumni, instructors, employers and prospective students
• Promote new offerings and share news
IFS Center Alumni Group
Hi. My company is looking for a senior customer service manager. If you can recommend someone that fits the description below: