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Greg HathawayShelby Scoggins
Liz SolomonLaura Williamson
Doug Wyatt
UTCDC INTEGRATED COMMUNICATIONS PLANFebruary 2007 – August 2007
UTCDC & BRANDSITTERS
• UTCDC needs to increase awareness of itself and its services
• UTCDC needs an integrated communication campaign that will make use of the most effective and efficient channels for this message
MARKETING RECOMMENDATIONS
Target Market• UT Population: 60,000
– 50,000 Students– 10,000 Staff/Faculty
• UT Austin Current and Prospective Parent Community
• UT Community Liaisons
MARKETING RECOMMENDATIONS
Main Objectives• UTCDC Brand Awareness• Knowledge (of UTCDC Services)• Preference of UTCDC over competitors
AWARENESS GOAL• Increase current awareness level from 1% to 20% among the
target market• 20% of UT community = 12,000 TOTAL = 10,000 students
and 2,000 faculty and staff• Measurement: Pre- and Post-Surveys
MARKETING RECOMMENDATIONS
KNOWLEDGE GOAL• Attain 15% knowledge of UTCDC among the target market• 15% of UT community = 9,000 TOTAL = 7,500 students and 1,500 faculty and staff• Measurement: Pre- and Post-Surveys
MARKETING RECOMMENDATIONS
PREFERENCE GOAL• From the beginning of the campaign, February 2007 to August 2008, a 100-
child increase from average waitlist size as of February 2007• Measurement: Waitlist Observation
MARKETING RECOMMENDATIONS
• Product– Branding– Information availability
• Price– Affordable; competitive– Continue to seek corporate sponsors; grants
• Promotion– Events, Advertising, PR
• Distribution– Exclusive to UT community
Target Audience• UT Austin Students, Faculty, and Staff• Current and Planning Parents
• Conscientiously seeking childcare
EVENT RECOMMENDATIONS
Message
UTCDC is the most enriching place for your child to develop. It’s not just childcare—it’s a child development curriculum.
Intended Effects• Knowledge
– To increase parent education about child development
– To develop a cohesive identity
• Awareness– To promote word-of-mouth activity
• Preference– To create a positive image
EVENT RECOMMENDATIONS
UTCDC Speaker Series• Open to all UT students, faculty, and staff• Educate parents on popular and important
child development issues• Parents will be introduced to UTCDC—
able to tour facility, ask questions
EVENT RECOMMENDATIONS
Tentative Topics and Dates
EVENT RECOMMENDATIONS
UTCDC Educational Speaker Series
Date Time Example Topics Speaker
Tuesday, February 6 6:30 p.m. to 7:30 p.m.ECCD Programs: Early Childcare Development is More Than Child Care
UTCDC Staff
Tuesday, April 10 6:30 p.m. to 7:30 p.m.Discipline, Your Child, and You
UTCDC Staff
Tuesday, June 5 6:30 p.m. to 7:30 p.m.Preparing for Elementary School
UTCDC Staff
Tuesday, August 7 6:30 p.m. to 7:30 p.m. Early Childhood Literacy UTCDC Staff
UTCDC Socials• 50% of families at Colorado and Gateway
Housing have children• Food, drinks, games, and socializing• Inform parents of the UTCDC and its
services
EVENT RECOMMENDATIONS
ADVERTISING RECOMMENDATIONS
Target Audience• UT Austin Students, Faculty, and Staff• Current and Planning Parents
• Conscientiously seeking childcare
Message
UTCDC is the most enriching place for your child to develop. It’s not just childcare—it’s a child development curriculum.
ADVERTISING RECOMMENDATIONS
Intended Effects• Raise Awareness and Increase Knowledge
– Through print and radio
• Knowledge of advertising is assumed by attendance
• 30% awareness of advertising among attendees– Measured through a short survey
ADVERTISING RECOMMENDATIONS
Creative Strategy• Target’s Current Situation
– Target needs to be educated– So many childcare options
• Our Goal– To convey that UTCDC’s program is competitively
priced, but other programs are no competition
“UTCDC is the most enriching place for your child to develop…”
ADVERTISING RECOMMENDATIONS
Message
The UTCDC is a credible, full-time, enriching development program that is available exclusively to UT Austin students, faculty, and staff. As a parent, self-education is one of the most important things you can do to enhance your child’s future.
PR & PROMOTIONS RECOMMENDATIONS
Intended Effects• Raise awareness• Increase knowledge• Create a polished image for UTCDC• Promote UTCDC events
PR & PROMOTIONS RECOMMENDATIONS
Press Releases• Sent out throughout campaign• To PR contacts at UT, Austin, and local
parenting publications
PR & PROMOTIONS RECOMMENDATIONS
Student Orientations• Graduate Student Orientation
– electronic
• International Student Orientation– International Information Fair
Lending Library• Open to all current UTCDC parents and
parents who join the waitlist• Allows UTCDC to network with potential
parents
PR & PROMOTIONS RECOMMENDATIONS
Key Media Problem
There are no parenting/child development publications serving the UT Austin community exclusively.
Media Executions• Print • Radio
MEDIA RECOMMENDATIONS
Print• Reach 70% of UT Austin
community through advertising in The Daily Texan
• Over 35% of students and parents choose the newspaper as their main source of information
MEDIA RECOMMENDATIONS
Radio• Reach 45% of UT Austin via 91.7 KVRX
FM• Local Live Sponsorship
– UTCDC mentions– Promotional ads for the show in The Daily
Texan
MEDIA RECOMMENDATIONS
BUDGET
• UTCDC needs this campaign• The UT community should know more
about this progressive, diverse, enriching program
• Brandsitters understand the unique needs and benefits of UTCDC
CONCLUSION