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Executive Summary
University of Hawai‘i Community Colleges Integrated Public Relations and Marketing Plan
Market Overview
UH Institutional Research Office projected UHCC student enrollment to increase very slowly through 2012, an annual average rate of about 0.5%.
- Little growth over first-time freshmen may be anticipated.
- Going rate of public high school students into UHCCs has been about 22.5% to 23%.
- First-time students from U.S. mainland and foreign countries may increase moderately.
- Transfer and returning enrollment shows greater growth potential.
- Increases in tuition rates go into effect Fall 2006, which may have an impact on UHCC enrollment.
- Hawaii’s economy remains robust and unemployment rates continue to remain low.
Lingering misconceptions of the community colleges continue to penetrate our marketplace.
- Hawaii students over estimate the cost of in-state 2-year college tuition by over 7 times; parents over estimate by over 17 times.
- Hawaii residents (51%) feel that a college education is helpful but not a requirement in today’s job market.
- 94 percent of respondents in a national survey said “quality of instruction” was either “important” or “very important” to them in selecting a college, yet only 2.88 percent indicated that this was a reason people would attend a community college.
- Perception that an associate’s degree provides a “low-end” education and the belief that a “four-year degree means greater pay” were top reasons why someone wouldn’t choose to attend a community college.
[Sources: GEAR UP Hawaii survey; Omnitrak for Hawaii Business Roundtable and Pacific Resource Partnership survey; Sandra Golden & Associates national survey on community colleges.]
Goal
Our goal is to increase awareness of the University of Hawaii System of community colleges that offer students more choices, more access and more opportunities.
Objectives
- Improve the perception that the UH Community Colleges are quality institutions offering students value and opportunity for their educational dollar.
- Increase the community colleges’ total enrollment by 5% each year, for the next three years.
This plan also focuses on increasing donor and community support, as well as building relationships with all internal and external constituencies.
Audience
Primary Audience: Hawai‘i Residents
In light of available market data and internal statistical data, the primary target has been segmented into three main audiences with sub-groups.
- Individuals, ages 16 to 25 (promote undergraduate, liberal arts, transfer and career/technical training programs) Sub-group A: All high school students, juniors and seniors Sub- group A- High achievers, honor students (promote Running Start, early admission programs, liberal arts transfer programs) Sub- group A- Academy or career pathway students (promote career/technical programs) Sub-group B: Non-traditional students who have been out of school for a few years but want to return to complete their education.
- Individuals, ages 26 to 54 (promote undergraduate, liberal arts, transfer and career/technical training programs) Sub-group A: Working adults looking to either change careers or enhance skills Sub-group B: Adults with a baccalaureate degree looking to change careers with hands-on training.
- Individuals, 55 and older (promote liberal arts and noncredit programs) Subgroup A: Working older adults preparing for retirement and considering a second career. Subgroup B: Retirees wanting to pursue a passion or feed a curiosity.
Action 5: Research and compile a list of influencers, experts, media and analysts that may have an impact on our target audience’s decision-making process in choosing a college.
Action 6: Research, review and compile any Websites that contain information about your college, such as college search sites. Make sure the information is up-to-date and accurate.
Strategy B: Viral (Internet) Marketing
Drive target audience to UHCC marketing Website by developing a message that would encourage users to forward it to their friends.
Action 1: Develop and maintain a very interactive, “cool” UHCC Website to host information targeted to prospective audiences.
Action 2: Develop an online game/song/video, activities and information that people would find “cool,” fun and interesting enough to pass it along to their friends and colleagues.
Action 3: Develop and monitor blogs that are written and maintained by current students, incoming students, faculty, or staff to engage prospective students or parents through two-way communication.
Action 4: Develop microsites to align with T, print and e-mail ad campaigns to reach targeted audience, creating a seamless online experience.
Microsites are more than just a landing page. A microsite, if used to its full potential, can:
- Provide a myriad of marketing opportunities;
- Be a doorway for search engines;
- Integrate traditional marketing campaigns;
- Or, a targeted site for specific college programs and/or services.
Examples of ad campaigns utilizing microsites and viral marketing tactics.
“Life Takes Visa” Campaign launched during the 2006 Winter Olympics.
[Source: http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=44998]
Strategy C: Advertising Campaign
Persuade and/or influence our targeted audience to choose the community colleges as their entry to higher education.
Action 1: Interactive Cable Advertising Draw viewers to access more information about the community colleges through Oceanic Time Warner Cable’s interactive digital component or by having viewers log on to our Website.
Action 2: Co-marketing Advertising Build consistent presence for the Community Colleges while aligning ourselves with respected, top-brand corporations or associations.
Action 3: Pay-per-click advertising Increase traffic flow to UHCC Website and individual community college Websites by purchasing pay-per-click or registering key words with search engines.
Strategy D: Distribution of community college information
Prepare and distribute printed UH Community Colleges information to build awareness and increase visibility.
Action 1: Brochures Produce and distribute brochures that are appropriate for different segments of our audience.
Action 2: Annual Report Produce and distribute an annual report of the UH Community Colleges that contains a systemwide highlights, points of pride, data and facts.
Action 3: Advertising Specialties Produce and distribute various advertising specialty giveaways that contain quick and easy information about the community colleges (i.e., Website, list of colleges, etc.)
Action 4: Public Relations Kit Prepare a packet of information to be distributed at marketing and public relations media events.
Action 5: Marketing Kit Prepare a marketing kit that contains an easy to install, highly visible, compact exhibition display for point-of-contact distribution of informational materials.
