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Executive Summary
Valdosta Technical College has and is still experiencing rapid growth in the areas of programs offered,
classroom space on main campus and available satellite locations including the proposed use of mobile
classrooms. Record enrollment increases during FY 2009 are acting as a catalyst for a more streamlined
effort from the college in the areas of marketing, public relations, foundation, recruiting, advising and
retention. The current growth of the college in terms of facilities available for instruction creates a need
for more consistent internal communication as well as a chance for enhanced targeted marketing. The
growth of the student population is driving the need for a better method of information disbursement.
The current economic climate in the counties served by the college has led to more second career
students or adult learners as well as a greater challenge for Economic Development in terms of contract
training projects. While the economic downturn has affected enrollment with layoffs and job
uncertainties, the Lowndes county area is still experiencing an influx of new industries creating the
chance for increased programs and community partnerships. The Marketing and Public Relations plan is
one aspect of the overall VTC Strategic Plan. The plan is to be used as a roadmap for effectively
promoting the college and all services available by detailing the role Marketing and Public Relations
plays.
Business Overview
Situational Analysis
The last known SWOT for Valdosta Technical College was completed in 2005 by Sheila L. Stille. Below is
an adaptation of that analysis to include updated information and the removal of outdated projects or
events.
Strengths:
•
Accreditation from the Southern Association of Colleges granted as of January 2007.
•
The accreditation assures faculty and staff credentials are of the best available.
•
The opening of a 90,000 square foot building to house all Business Education programs, Drafting
Technology and Printing & Graphics Technology, an expanded library, large auditorium and an
executive area as well as a new student center continue to enhance the visual appearance of the
campus as well as offer new space to increase programs in number and in enrollment. The
building opened in January of 2009.
•
Expanded offering of Adult Education and other programs in 6 county service areas through
partnerships for facility usage and grants.
FY 10 Marketing/Public Relations Plan
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•
Record enrollment seen by the college and by the TCSGA system as a whole.
•
Strong relationship already built with area high schools.
•
Strong relationship already established with local Industrial Authorities and Economic
Development office.
•
State approval of the addition of several brand new programs and the approval of new associate
degree programs increases the attractiveness of the college as a more traditional college
experience.
•
The opening of a new culinary wing to house the Culinary Arts technical certificate, diploma and
associate degree program brings the program on campus making it possible to expand the class
offerings.
•
Recent addition of more online class offerings.
•
New partnerships with HAAS, ATC and the Georgia Department of Motor Vehicles brings more
state wide attention to the campus.
•
Certified Work Ready communities in our area provide another attraction for new industries.
Weaknesses:
•
Economic recession may be a driving force to bring people back to college to learn a new skill
but may also be a roadblock for those that are not aware of the financial aid that is available to
pay for tuition and other fees.
•
Internal communication, while improving, still not consistent.
•
Changes in key positions still pending.
•
Direct communication with current students still lacking.
•
Retention of students from TCC programs into Diploma and Degree programs.
•
Retention of students from dual enrollment programs and Adult Education classes into Diploma
or Degree programs.
•
Loss of dual enrollment programs in high schools creates difficulties in recruiting.
Opportunities:
•
Partnerships with new industries to become hosts for training facilities, machine/equipment
showrooms and first place to look for qualified employee applicants.
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•
Continued addition of articulation agreements with local universities to expand listing of
transferable classes.
•
Recent recognition of Lowndes County/Valdosta area in several polls for industry recruitment
and new business openings. New industries creating opportunity to create new programs to
provide qualified workforce.
•
Removal of HOPE hours cap in 2009 could lead to offering more programs in local high schools
as well as increased early enrollment in current programs offered.
•
Addition of off campus sites and mobile units available through more partnerships in outlying
counties through grants.
•
Growth in presence on Moody Air Force Base and the increased enrollment potential of enlisted
and their spouses.
•
Creation of an active alumni group which allows for additional marketing opportunities through
testimonials and program support.
Threats:
•
Competition from other educational institutions both locally and online.
•
Economic downturn
•
“trade school” image still powerful
•
Fast movement of technology and the cost to keep up.
•
Budget cuts
•
Employee morale and involvement dropping due to coming merger and job uncertainty.
•
Lose of community support due to coming merger.
Target Markets
In order to ensure that advertising efforts and dollars are focused correctly, we must understand our
target markets for each campaign.
The current demographics of the student population include (data collected during 1 year timeline from
Spring Quarter 2007 to Spring Quarter 2008):
1. Enrollment by Race
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a. 43% Black
b. 53% White
c. .4% American Indian
d. 1% Asian
e. 1% Multiracial
2. Enrollment by Age
a. (<21) 31%
b. (21-25) 25%
c. (26-30) 8%
d. (31-35) 8%
e. (36-40) 6%
f. (40>) 14%
3. Enrollment by Gender
a. Male 34%
b. Female 65%
c. Disabled 1.5%
d. Disadvantaged 43%
The target markets to be focused on for advertising efforts and dollars includes but is not limited to:
1. High school age students
2. Males and disabled individuals.
3. Individuals aging from 26-40+ years.
4. College leavers and career change aged individuals.
5. Key influencers such as parents, teachers, counselors, graduation coaches, school
administrators, media, business leaders and political leaders.
6. Multicultural individuals living in the 6 county service areas.
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Goals
1. Increase public knowledge and awareness of the quality of education offered and employment
opportunities available after graduation thus positioning VTC as a competitive post secondary
option.
2. In coordination with the Recruiting Department, create specific advertising campaigns to
increase enrollment in:
a. Adult Education
b. High School Joint Enrollment Programs
c. Other college leavers
d. Groups categorized as “second career” or “life long learners”
e. Non traditional programs
3. Continue to positively promote the general image of the college through:
a. Streamlined marketing efforts of all VTC services to include admission packets for each
program area and brochures for each service available.
b. Positive public relations in the form of media relations, press releases announcing
important information, acknowledgment of faculty, staff and student achievements,
community events, and campus growth.
c. Creation of specific marketing efforts for all locations through radio, television, print and
brochures for each location.
d. Encourage involvement with civic organizations among faculty and staff.
e. Create speaking opportunities for VTC leaders at civic organization meetings.
f. Offer media training to faculty/staff in order to control the flow of public information
and promote a positive image at all times, especially during unscheduled TV/print/radio
interviews.
g. Update crisis communication plan, protecting VTC’s positive image during a crisis
situation.
h. Redesign and management of the VTC website to more attractively present the college.
4. Increase communication internally to ensure message is consistent across all functions of the
college through:
a. The use of student and faculty email
b. The VT C website
c. General marketing materials such as brochures, rack cards, posters, recruiting folders,
and marketing videos
d. General knowledge of faculty and staff of efforts from the Marketing and Public
Relations Department
e. Continued communication in the form of the PR/MKT committee that meets biweekly
f. Creation of a logo policy and a printing policy to ensure that the VTC brand is used
appropriately and effectively in all mediums
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Strategies and Implementation
1. Quarterly Advertising Outline- This FY 10 plan covers 4 upcoming quarters (Fall 09, Winter 10,
Spring 10 and Summer 10). Each quarter a consistent advertising image will be created to be
utilized for that quarter only.
a. Each quarter there will be a series of newspaper advertisements placed in the 6 county
service area newspapers.
i.
The Valdosta Daily Times, the Adel News, the Berrien Press, the Quitman Free
Press, the Echols Echo, the Lanier News as well as other publications; La
Explosion, the VSU Spectator and area shoppers.
b. Each quarter two direct mail pieces will be mailed directly to students that are listed in
banner as admitted but not yet registered. The information contained in the cards will
include registration and financial aid timelines. The design of the pieces will be
coordinated with Marketing and PGT.
c. A class schedule will be printed including two quarters at a time and will be distributed
on all campuses as well as in the 6 county areas. The schedule will be printed as follows:
Summer/Fall Qtr printed in May, Winter/Spring Qtr printed in October, Summer/Fall Qtr
printed in May.
i. The class schedule will be posted on line at all times.
ii. The class schedule will include an application for continuing education and
general admissions as well as program spotlights decided on each quarter.
iii. The schedule will be mailed twice a year current students and distributed to the
community.
d. Quarterly radio spots will run on all Black Crow Media stations and other stations
announcing registration dates and timelines. While we have an annual contract with
Black Crow, the registration dates will run approximately 5 weeks prior to each quarter
beginning. In addition to registration dates, specific programs will be spotlighted.
i. Black Crow Media live remote held on Admissions Day events before each
quarter.
ii. Partner with culinary to provide food during the live remotes.
iii. Faculty and staff will be scheduled for on air interviews both during live remotes
and monthly at the radio station.
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iv. Morning show sponsorship with Scott James gives VTC the opportunity to
spotlight different areas of the college every other week.
e. VTC Website and student email will be utilized to also announce all registration dates
and timelines.
2. Recruiting – Action plans to be taken in Marketing and Public Relations to support the efforts of
the Recruiting Department are listed below:
a. Adult Education
i. A direct mail piece will be created to be used to target GED graduates.
ii. Adult Education honors weeks will be highlighted in the form of press releases,
newspaper articles in outlying county papers, and postings of photos and
information on the website.
iii. Advertising of ESL classes and locations in the La Explosion newspaper.
iv. Advertising of all Adult Education programs in the area shoppers.
v. Radio spots to be run on Black Crow stations between quarters.
vi. Ensure accurate information posted on website and rack cards.
vii. Assist in any other efforts from both recruiting and Adult Education such as
open house events, attendance at community events and other print materials.
viii. Work with recruiting to create a packet of information to be used in helping
Adult Education students transition to technical certificate, diploma or degree
programs upon completion of Adult Education coursework.
b. High School Students (Ages 15-18)
i. Create a high school specific campaign to include:
1. Targeted mailing to area high school students 3 times a year. Work with
recruiting to maintain lists received from area schools
2. Targeted mailing to high school senior parents promoting VTC as a
positive choice.
ii. Creation of a college view book promoting options for high students.
iii. Creation of a high school targeted event to be held in the spring.
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iv. Utilize presence on Facebook, MySpace and YouTube to promote programs to
high school students.
v. Brochures should be kept up to date and in visible locations at all area schools.
Brochures can be used in all events planned by recruiting that targets students
ranging in age from 8th grade to 10th grade.
vi. Direct mail pieces should be sent to 9th and 10th graders and focus on the
advantages of HOPE and starting college early.
vii. Make a new version of the Work Ethics folder available to high school career
counselors to be used year round with student advising. Students keep the
folder at the end of the year.
viii. Assist recruiting department and dual enrollment coordinators in any events,
tours or promotional efforts.
ix. Continue support of all schools through CPIE (Community Partners in Education)
and through advertising in local yearbooks and sporting events.
c. Other College Leavers (Ages 19-24)
i. Utilize annual contract with Black Crow media to run radio spots between
quarters that focus on “career driven” programs. Target the spots to promote
quick programs that lead to professions.
1. Send emails and text messages to lists provided by Black Crow media of
listeners for stations that hit this market. (Hot 102.7
ii. Create television spots that promote the growth of the college, the small
classes, the advanced technology and partnerships with local businesses hiring
graduates.
iii. Look for advertising mediums that are directly in front of this group:
1. Glass Onion
2. The VSU Spectator
3. Hot 102.7 radio
4. Facebook ads
5. MySpace
d. Life-long Learners or Second Career (Ages 26-40>)
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i. Continue to utilize the Valdosta Daily Times newspaper as well as all
publications put out by the S. GA Media group to target this group of individuals
who may be looking for a new start. (Health Matters, S. GA Business, Valdosta
Scene and tabloids.)
ii. Focus advertising on specific programs and partnerships with local businesses.
iii. Utilize annual contract with Black Crow to create radio spots that will air on
stations targeting this market (Mix 96, Kicks 99.5)
iv. Work with career services and the recruiting department to create and promote
career fairs that showcase the career options available through an education at
VTC. Incorporate the partnerships with local businesses.
v. Assist the Economic Development office in advertising their contract training
programs, ropes courses and professional growth and leisure classes in the form
of website, brochures and magazine advertising.
1. Magazines should include GA Trend, Valdosta Scene, Chamber Progress
and others.
e. Non-traditional Students and Programs
i. Assure that all advertising includes photos of non-traditional students in
programs.
ii. Keep website updated with photos of non-traditional students and nontraditional programs.
iii. When creating program spotlights for radio, TV and newspaper advertising,
focus on non-traditional programs.
iv. Create and promote events that spotlight non-traditional groups and programs
such as career fairs and open houses. *This will take more research to create.*
v. Look for advertising mediums and community groups to attract multicultural
students.
vi. Work with program coordinators in non-traditional programs to create “nontraditional” recruitment days or camps centered on recruitment.
3. Marketing the general image of Valdosta Technical College
a. Marketing Materials need to be up to date at all times and available for disbursement in
all service areas, and satellite campuses.
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i. Create general brochure listing all programs, class options and basic contact
information.
ii. Create brochures for each satellite location to be used in recruiting in that area.
iii. Create brochures for dual enrollment and live work programs.
iv. Rack cards to be printed as needed to fill all display locations and for recruiting.
Changes made to rack cards approved and submitted by the Curriculum
Coordinator who will also ensure that the same changes are made to the VTC
website.
1. Rack cards will be for each TCC, Diploma, Degree and Services of VTC.
v. Creation of a logo policy to ensure that the image of the college is branded and
used appropriately. Logo committee will oversee any questions regarding the
use of the logo. The logo will be registered to ensure proper branding. (being
postponed until merger)
vi. Creation of a printing policy. All print material created for the general public
from any area of the college will be approved by the Marketing Department
prior to printing to ensure quality information being made available.
4. Valdosta Technical College Events: VTC sponsors many events year round and will continue to
do so. Events will be handled through the PR department and media will be asked to attend in
appropriate cases.
5. Community Involvement: VTC will continue to have a presence at community sponsored events
in all service counties. Due to the number of events and the creation of new ones, they are not
listed. The Marketing/PR department will coordinate with volunteers to man booths and
provide promotional items at each event for recruiting. Fees for booths and sponsorships will
come out of the PR/MKT budget.
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Budget
Total Estimated Budget Needs=
$283,000
Budget breakdown and explanations:
Budget Items
Total Year Investment
Radio Advertisement:
$45900
Black Crow Media
$ 33,000
Investment includes:
1. 40 radio spots per month on Hot 102. 7 (WXHT) – radio station with largest listening base of
our target market.
2. Morning show sponsorship for Hot 102.7 (WXHT) – 200 name mentions per month.
3. Website direct link to www.valdostatech.edu
4. Weather sponsorships on WWRQ and WQPW including live 15 second promotions and daily
30 second commercial
5. Internet Marketing on WWRQ, WSTI, WKAA, WQPW
6. Quarterly Advertising for registration:
a. Live remotes by Hot 102.7 (WXHT)
b. Email blasts to listeners of WXHT, WWRQ, WSTI, WKAA, WQPW
c. 200 commercials to air on Rock 108, Star 105.3, Hot 102.7, 95.7 The Mix, 99.5 Kix
Country
Scott James Sponsorship- VSU Athletics and Morning show
$8400
1. Includes 10 month sponsorship of VSU baseball, football and basketball games as well as
every other week on his morning talk show plus additional spots to run during June/July
during break from sports programming.
WLYX 96.7 Hip Hop
$4500
1. Includes 12 30second spots to run 4 weeks prior to each quarter registration.
Newspaper Advertisement:
$50,000
Investment includes:
a. Quarterly registration advertising in all service area papers estimated to be $20,000 for
year.
b. Classifieds placed for employment.
c. VDT Button and Banner ad for year $4800
d. Miscellaneous advertising in all service area papers (tabloids, special sections, events)
$24,000
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Television Advertisement:
$30,000
Divide up the budgeted amount to run spots on the below stations 5 weeks prior to each quarter
promoting registration days and Admission Days.
a. WALB/NBC- Includes spots to run on Today in GA, 6pm news, a prime rotation from 8-11pm
b. Comcast Commercial spots- Includes spots to run on A&E, BET, ABC Family, FX, HGTV, MTV,
and TBS
c. WTLH Fox 49 (covers area from Tallahassee up to Valdosta including Brooks County and the
Madison area) – annual contract to run spots 5 weeks prior to quarter registrations (1200x4)
d. WFXL Fox 31 (covers northern part of counties we serve) – annual contract to run spots 5
weeks out form quarter registration dates ( 1000 x 4)
e. WCTV
Printing Costs:
$90,000
1. Quarterly Class schedule – printed 2 times year estimated at $30,000 for total campaign
2. Student Services Quarterly Postcard printing/Financial Aid Postcards/Registration Postcards =
$7000
3. Recruiting cost for printing of direct mail pieces, flyers, brochures, etc… = $7000
4. Other printing cost for program/services direct mail outs, brochures, Work Ethics Folders,
posters, etc… = $8000
5. Annual Report Printing = $1600
6. Rack card printing = $6500
7. Student Calendars = $12000
8. Admissions folders for each area ( Moody AFB, CWFDC, Adult ED, General Admissions, T&I, Cont.
Ed, Business Education, & Allied Health) = 11,000 (500 each)
9. Printing of College View Book to be used for recruiting = $4000
Postage
$10,000
* For direct mail pieces quarterly – postcards, class schedules
* For direct mail pieces for specific programs or services
Subscriptions
$200
* service area newspaper subscriptions
* area magazine subscriptions
FY 10 Marketing/Public Relations Plan
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Billboards for CWFDC (to be placed in Nashville and Adel areas)
$12,000
Other Miscellaneous costs:
$44848
Valdosta Greeting Service
$3400
Smartlite Ad – mall display
$2250
Valdosta Magazine ad (1/2 page ads in 4 editions)
$2800
Area school sponsorships (yearbooks, athletics)
$800
Event Sponsorships (booth rentals, entry fees, registration)
$2748
Valdosta Lowndes County Chamber of Commerce book (back page ad)
$3595.50
Progress Magazine – 3 ½ pg ads throughout coming year
$1350
Promotional Items and Marketing cost for new Alumni organization
$10,000
Additional Promotional Item orders to replenish throughout year (CWFDC & Adult Ed) $5,000
4 Intern Stipends( 500 each)
$2000
Events (general fund to pull from for school wide events) grand openings, open houses, etc…
$5000
Office Supplies/Materials
(includes cloth cleaning, miscellaneous for school events, office supplies)
Travel and Association Memberships
FY 10 Marketing/Public Relations Plan
$3000
$2500
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