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7/27/2019 MRivera Final IMC Report
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Running head: FINAL IMC REPORT 1
Manuel RiveraFinal IMC Plan
MKT351: Advertising & PromotionSiena Heights University
3/1/2013
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Table of Contents
Abstract ... 3
Section One
1. Industry/Company Review . 4
2. Product Review/Buyer Analysis . 6
Section Two
3. Competitive Review ....... 10
4.
Segmentation, Targeting, and Positioning . 125. Communications Objectives & Budget Review . 13
Section Three
6. IMC Mix.. 14
Conclusion ... 15
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Abstract
The New Horizons Preparatory Academy (NHPA) will be Michigans first P-14 private
boarding school serving students considered at-risk (first generation, low-income, and students
with disabilities) academically succeed, located in the heart of Lansing, MI. NHPA will have a
comprehensive integrated marketing communication (IMC) plan.
The focus of this report will be to give a detailed look at The New Horizons Preparatory
Academys IMC plan. Starting with a brief history, the report will present information on the
product review (facilities, filing of legal documents, writing a curriculum, target market, and
current marketing mix). Section one continues with the need of a private school in Lansing, MIand services of the school. Section two will focus on the competitive review of surrounding
schools, segmentation, targeting, and positioning, and end with communication objectives and
budget review. Section three ends the report by focusing on the IMC mixes covering advertising,
public relations, cause marketing, corporate sponsors, and event underwriting, direct marketing,
and the Internet.
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Section One
Industry/Product Review
New Horizons Preparatory Academy will be Michigans first private boarding school
serving first generation, low-income, and students with disabilities within the new P-14 academic
system, all in the heart of Lansing, MI.
Brief History
New Horizons Preparatory Academy will open its doors to its first full cohort of 1000
students in fall 2019. The mission of New Horizons Preparatory Academy is to create and foster
a comprehensive learning environment by personalizing students educational experiences withcutting edge technology built on a solid foundation of core academics. At present date, the
Academy is in the planning stages; securing facilities, filing legal documents as a new
educational institution, and writing a curriculum.
Facilities
For the past several months, The Academy has been looking at securing several
properties within the city of Lansing. The most prominent and promising piece of real estate we
are looking into is the old Michigan School for the Blind on Willow Road in Lansing. The
facility offers enough land and buildings to house classrooms, cafeteria, library, sports center,
and boarding for the students and faculty.
As The New Horizons Preparatory Academy is a private boarding school, the facilities
must engage, support, and foster a safe, creative, and inviting environment for students who are
not usually away from their parents or legal guardians for extended periods of time. Our faculty
and facilities become their home so it will be imperative for The Academy to foster an
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environment that not only creates life-long learners, but an environment that feels comfortable,
safe, and enjoyable to its students.
[Michigan School for the Blind]. Retrieved January 21, 2013, from: http://tiny.cc/hv38sw
Follow APA style to cite this image. Refer to A Writers Resource for helpful information.
Filing the legal documents
For the past year, The New Horizons Preparatory Academy has been working with
educators and attorneys to file the proper legal paperwork to register The Academy as a new
school in the State of Michigan. The first step was to register the institutions name so that no
other entity could use it. As of December, we have submitted applications for the rights of the
name and are awaiting approval. During the same time, paperwork has been submitted to secure
The Academy with 503C status as a non-profit institution. With this step, our Foundations team
will be able to plan fundraising events to procure donations from, not only private citizens, but
corporations, local business owners, and other foundations with similar missions.
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Writing a Curriculum
As The Academy progresses with its plans for the school, many questions arise about
what the curriculum will entail. At the time of this Status Report #1, the focus will be on
Science, Technology, Engineering, and Mathematics (STEM).
Target Market
As is the mission of The New Horizons Preparatory Academy to assist first generation
(FG), low-income (LI), and students with disabilities (DA), our target market is quite diverse
spanning marketing segments of not only geography (city of Lansing), but
demographic/socioeconomic segments (FG, LI, DA), and psychographic segments.In addition to promoting The Academy to this FG, LI, DA population, we will also
promote our school and services to potential educators. Educators will be facilitators of
information, mentors, and life coaches to their students; students who will be of varying ages (4-
18 years old), ethnicities, genders, and religious affiliations. Marketing to such a diverse
audience would be a daunting task for any experienced marketing firm. The marketing will have
to be continuous and cannot only rely on print, media, social media, or TV, but have to play
heavily on the personal outreach of the Academy (as we are dealing with a very high at-risk
population).
Current Marketing Mix
The Academys current marketing mix includes the traditional 4P methodology of
Product, Price, Promotion, and Place. However in recent years, 4 additional Ps have been added
that The New Horizons Preparatory Academy will focus on as well: People, Programming,
Packaging, and Partnerships.
Product Review/Buyer Analysis
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In this section, we will cover the 8Ps to highlight and explain the IMC and services of
The New Horizons Preparatory Academy.
Product, Price, Promotion, Place, People, Programming, Packaging, and Partnerships
At the time of this report, The Academy will specialize on STEM academics. Science,
Technology, Engineering, and Mathematics programs and schools in the U.S. have been on the
rise for the past decade as the U.S. has dropped dramatically in these academic areas in global
rankings. The Academy has several products to market to potential customers, among them are:
1. The Academics (STEM specialization with foundation of traditional curriculum; this
gives students a strong foundation in which to build upon while giving them theeducation that will drive the job market in the years to come)
2. The Educators (showcasing their education, skills, diversity, and commitment for the
Academy, but especially the students; the strength of this marketing is to show all
stakeholders, especially students and parents that our educators are here and committed to
assisting the students succeed)
3. The Boarding School concept (this will be the hardest concept to sell parents on as the
audience we are serving to send their children away to be educated. A positive aspect of
this is that the students will be part of a community of students and will hopefully feel as
though they are part of something greater than themselves. A potential challenge is the
fact that they will be away from their family for longer periods of time)
4. The Inclusive Education (selling to parents the services of 24 hour care, education,
community, and commitment to oneself. This will be the most important part of our
marketing efforts; the best part of an inclusive education is that the Academy will focus
on the student as a whole being, not just as a student. The greatest attribute that I have
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learned from Siena Heights University is a part of its mission is to educate the entire
person, mind, body, and spirit. This is the driving force of the inclusive education that
The Academy will focus on.)
5. The Partnerships (marketing the corporate, educational, governmental, and non-profit
partnerships The Academy will create to provide its students an education and access like
no other school has offered in Michiganhopefully, one day, the nation)
6. The Facilities (we will also focus on state of the art facilities to show the students,
parents, donors, and partners that the students will have a world-class education and
resources to become life-long learners. Additionally, The Academy plans to launch acomprehensive IMC plan that highlights the high standard of safety it will provide to its
students and faculty)
7. The Community (the final product The Academy will market is the students, faculty, and
institutions commitment to furthering and improving the needs to its community. It is an
important objective that our students understand and participate in community service)
By conducting these initiatives, The New Horizons Preparatory Academy will attempt to
position itself as the school with the highest quality students, educators, facilities, community
involvement, partnerships, curriculum, and reputation among schools in the city, the State, the
Country, and one day, the World.
Why attend The New Horizons Preparatory Academy
The stages to understand why a parent would buy the services of the Academy are as
follows:
1. Need: The need for quality education is on the rise in the U.S. With overcrowding
schools, decreased public school budgets, and low attrition rates of students within the
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target market of FG, LI, and DA students, parents are in need of better
alternatives/solutions to educate their children. Public schools are overcrowded with
students and are becoming increasingly dangerous for students to feel safe, inhibiting the
learning process. According to the State of Michigans School Data Dashboard & School
Report Card (State of Michigan, 2012), there are over 69.1% over students in Lansing
who are on free or reduced lunch (this is a predictive indicator for students who are
typically FG and LI students).
2. Information Gathering/Search: , Parents can search for alternatives to make sure their
children receive a quality education they need to be successful in the future. With an IMC plan that utilizes print, mass media, TV, social media, and personal outreach initiatives,
we plan to get the mission and services of The Academy to the parents and students who
need the help.
3. Evaluation of Alternatives: As previously stated, public schools are increasingly being
overcrowded and having their budgets cut, parents are evaluating educational alternatives
for their children. Charter and Magnet schools often are losing budget, as they are limited
to the funds provided by a head count of students and other private donations. Most
public schools like these do not invest in a team whose sole purpose is to raise and/or
solicit donations. Religious-based and Private schools are great alternatives to
overcrowding of schools and offer a solid education.
4. Purchase of Product/Service: Students, parents, faculty, corporate and community
partners will buy our services, as we will show that we are the best alternative to public
schools. The New Horizons Preparatory Academy will be a private boarding school that
will charge tuition for students who do not meet our income-eligible scholarships and
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grants. By students, parents, and faculty buying into The Academy, they are doing so
knowing that they are to have high-involvement in the success and future of the school.
Faculty members are to be mentors, life coaches, and facilitators of the academics.
Parents will financially support the school by committing time and their own skills and
expertise into the success of the institution. This can range from classroom or meal
supervision, guest speaking, and cooking special treats for the children (in The
Academys cafeteria), or laundering clothes in The Academys House Services Building.
The Academy will not limit how parents contribute to the overall success of their
children, the institution, or the surrounding community.5. Post Purchase Evaluation: The Academy will make all stakeholders feel confident, wise,
and proud they chose our school. One of its top priorities by continuously engaging
parents and partners in the daily life of the institution as well as a voice in the schools
future.
Section Two
Competitive Review
New Horizons Preparatory Academy does not believe in the traditional definition of competitors.
We are a collaborative institution and plan to work with other local primary schools to assist in
the success of their students as well. However, for the purpose of this report assignment, New
Horizons Preparatory Academys competitors are as follows:
1. C.W. Otto Middle School: this middle school serves just fewer than 800 students in
grades 6-8. A comprehensive report on outcomes can be found at:
http://otto.lansingschools.net/files/_TWB00_/3d7454b974d0d6e53745a49013852ec4/Ott
o_AER.pdf . As with most schools, C.W. Otto Middle School does not actively advertise
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to recruit students for enrollment. Most schools are in certain areas of cities and students
in such districts are sent to the closest school to the proximity of their house. So it is, that
most primary schools do not have a budget to promote services. In recent years, with new
emergent technologies, school districts are having their principals implement accounts on
social networking sites to promote the services and successes of their schools and
students. C.W. Otto Middle Schools message is We, at Otto, are striving to help our
students make continuous progress toward the achievement of the various grade
objectives, continuous development of individual talents, skills, ideas and interests, and
an increased acquisition of the necessary social skills for school success.2. Mid-Michigan Leadership Academy: this K-8 th grade school serves 226 students (as of
the 2010-2011 AY;
http://www.schooldigger.com/go/MI/schools/0008200546/school.aspx ). The schools
message is student-centered focusing on the academic success of all students through
the transfer of knowledge from the traditional classroom environment to real world
applications. A comprehensive report of student outcomes is located here:
http://www.michlead.org/UserFiles/Servers/Server_3218283/File/Mid-
Michigan%20Leadership%20Academy/Annual%20Education%20Report.pdf .
3. Sheridan Road School: is a primary school that serves K-5 th grade with an enrollment
count of 505 as of March 2012
(http://www.lawtonps.org/schools/sheridanroad/about.html ). The schools message is
Sheridan Road Elementary School staff is dedicated to teaching academic and social
skills that will prepare our students to be contributing members of their community. A
comprehensive report of student outcomes is located here:
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http://sheridan.lansingschools.net/files/_TWJZq_/d9119bc9d081b9ea3745a49013852ec4/
Sheridan_Road_AER.pdf
Strengths and Weaknesses
Strengths of the aforementioned schools are their geographic locations to larger
populations of children. As most parents send their child to the closest school, a school would be
wise to open in areas of high concentration of children. The aforementioned schools have lower
enrollment; this may be due to the districts school of choice policy and parents may have sent
their child to another school outside of their geographic locations. This is a strength as it is
creating a lower student-to-teacher ratio and thus the students can receive more one-on-oneattention. On the reverse side of this coin, a low enrollment could also be a weakness, as they
will suffer in the allocation of funds and risk being shut down. Here at the New Horizons
Preparatory Academy will keep student-to-teacher ratio low, but enrollment high. To combat the
issue of allocation of funds, the Academy has decided to be a private boarding school; this was
one of the main reasons why the Board decided to make the institution private.
Segmentation, Targeting, and Positioning
Target Market
As is the mission of The New Horizons Preparatory Academy to assist first generation
(FG), low-income (LI), and students with disabilities (DA), our target market is quite diverse
spanning marketing segments of not only geography (city of Lansing), but also
demographic/socioeconomic segments (FG, LI, DA), and psychographic segments.
In addition to promoting The Academy to this FG, LI, DA population, we will also
promote our school and services to potential educators. Educators will be facilitators of
information, mentors, and life coaches to their students; students who will be of varying ages (4-
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18 years old), ethnicities, genders, and religious affiliations. Marketing to such a diverse
audience would be a daunting task for any experienced marketing firm. The marketing will have
to be continuous and cannot only rely on print, media, social media, or TV, but have to play
heavily on the personal outreach of the Academy (as we are dealing with a very high at-risk
population).
Current Marketing Mix
The Academys current marketing mix includes the traditional 4P methodology of
Product, Price, Promotion, and Place. However in recent years, 4 additional Ps have been added
that The New Horizons Preparatory Academy will focus on as well: People, Programming,Packaging, and Partnerships.
Communications Objectives & Budget Request
In the IMC plan of The New Horizons Preparatory Academy, we will focus on the one-
on-one attention aspects of the campaign when it comes to brand awareness and image
positioning of the institution. The Board will hire a PR recruitment team to promote the services,
faculty, and advantages of the institution by presenting the information at open information
nights held at local schools, community centers, and local churches. Our PR team will gather
demographic information and create recruitment plans to meet with potential parents
individually. As is the trend of new technologies, the Team will combine traditional recruitment
techniques with social media to reach our audience.
Budget Request
In request to allocation of budget, 5% of total institutional budget will be used for
advertising, promotion, and recruitment efforts. Specifically, advertisements in the Michigan
Education Association magazine, the National Education Association magazine, TV spots in
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competing markets, and a full-time team of social media, marketing, and public relations. The
proposed 2019-2020 AY budget will be 15million. This would give an allocated budget of
$750,000.
Section Three
Integrated Marketing Communication Mix
Advertising
1. Objectives: Increase awareness of school, services, and mission while showcasing
facilities, recruit faculty, and to secure donors and student admissions.
2.
Audience: Students, parents, community members, financial donors, qualified faculty,and other educators.
3. Timing: Initially, 6-9 month TV/Radio campaign will launch prior to the start of school
(just after Labor Day). This will be coupled with F2F recruitment of qualified faculty and
other educational administration 12-18 months prior to the start of school. Social Media
will play a long-term role in the advertising of the school as it can connect the school
with other educational institutions, educators, parents, and students. Social Media will
give more stakeholders a voice in the building of the school before it launches and then it
will provide a continuous improvement tool.
4. Tools/Media: As budget permits, the use of Television ads, Radio, Newspapers, Social
Media, Word-of-Mouth, Educational Magazines and Periodicals, and an Interactive
website.
Public Relations
1. Objectives: Inform, educate, and maintain a reputable image of superior services,
outstanding faculty, and an effective curriculum to all stakeholders. A PR Officer, in part,
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will be responsible for objective. The PR Officer will also train all faculty on how to
present the best image of the school, services, and the students. This aspect of the IMC
plan comes into play very heavily as the school will host annual education fairs. These
fairs will have the purpose of showcasing the services, facilities, curriculum, and faculty
of the school. Students, parents, potential faculty, and potential donors will have the
opportunity to tour the schools sports complex, dorms, and classrooms (facilities).
Games, interactive classroom displays, and food will invite stakeholders of all kind to
tour the school. A real first-hand experience for students and parent will make for an
experience in education like none other. Parents and students will have the opportunity tostay the night in the schools student housing (dorms) to get the real experience of daily
life for the students if admitted. Parents and students will go through the daily routine of
classes, meals, scheduled one-on-one tutor time, group learning dynamics, fitness and
wellness, mentor time, bathing, free time, and end the day sleeping in the college-style
dorms.
2. Audience: All previously stated stakeholders including other educators and institutions
from other states, and international institutions.
3. Timing: Ongoing for general PR and special presentations at educational conferences;
Annually for fairs - although education fairs will coincide with annual admission process
which will start every March and will continue until May.
4. Tools/Media: News media outlets such as TV, newspapers, Internet, radio, conference
presentations, educational magazines, website, and social media.
Cause Marketing/Corporate Sponsoring/Events Underwriting
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1. Objectives: Increase the financial donations of the school for the purchase of state-of-the-
art technology equipment to assist in the education of students, increase the schools
visibility and partnership with charitable organization and causes, all while promoting the
services, mission, and successes of the students and school.
2. Audience: Community members, organizations (profit and non-profit), independent
financiers, and charitable organizations/foundations.
3. Timing: Ongoing; as New Horizons Preparatory Academy is private boarding school, it
will not receive federal funding as public schools receive. This aspect of the school
becomes ever so important to the financial security.4. Tools/Media: May involve use of media, but will rely heavily on the PR/Foundation
Team to secure funding. Intense and continuous training in PR and sales will be a focus.
Brochures and PR portfolios will be utilized as well as social media and the Internet.
Direct Marketing
1. Objectives: To maintain highly effective relationships with all stakeholders (students,
parents, community, financial supports), recruit innovative faculty, and secure a highly
revered reputation as an outstanding school.
2. Audience: All financial supporters, parents, and other educational institutions.
Partnerships with MEA, NEA, colleges and universities, and local, state, and federal
education agencies.
3. Timing: As budget allows, year-round to all stakeholders with special customized
initiatives for different audiences.
4. Tools/Media: Direct mailings (letters, brochures, etc.) and onsite materials for all special
events/initiatives.
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Internet
1. Objectives: Utilize the Internet and all its tools to assist in the marketing and public
relations of school.
2. Audience: All audiences interested in the P-12 system in the Lansing area, educators in
the local area, parents of potential students, and any other person interested in private
schools.
3. Timing: Ongoing with frequent updates; faculty vlogs and student testimonials linked to
website.
4.
Tools/Media: Website and web master, social media sites (Facebook, Twitter, YouTube).Conclusion
The New Horizons Preparatory Academy (NHPA) will be Michigans first P-14 private
boarding school targeting students who are deemed at-risk (first generation, low-income, and
students with disabilities) located in the heart of Lansing, MI. With its mission to create and
foster a comprehensive learning environment by personalizing students educational experiences
with cutting edge technology, all built on a solid foundation of core academics.
NHPAs IMC plan will be at the forefront of efforts by the institution to recruit qualified
faculty, secure financial donors, showcase and market the institution to parents and potential
students, and educational agencies and institutions.
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Works Cited
[Michigan School for the Blind]. Retrieved January 21, 2013, from: http://tiny.cc/hv38sw
State of Michigan. (2012). Michigan school data dashboard & school report card . Retrieved:https://www.mischooldata.org/DistrictSchoolProfiles/ReportCard/EducationDashboard.as px