Foothill College 2011-2012 Integrated Marketing and Communications Plan
Foothill College 2011-2012 Integrated Marketing and Communications Plan
Introduction The purpose of the Foothill College Integrated Marketing and Communications Plan is to support the college mission by enhancing public awareness and participation in the college’s many programs, services and activities. The plan seeks to increase the overall visibility of the college and reinforce its brand and reputation within the community. Foothill College prides itself on academic excellence, responsive student services, advanced technology, community and industry partnerships, and workforce and economic development. Foothill’s marketing efforts highlight the high-quality education and dynamic services the college provides to its community, to support the college’s growth, reach diverse student populations and communicate to its many constituencies through multiple channels. To effectively communicate and market to existing and prospective students, Foothill College must use of a variety of strategies, based on our target audience communication style, and constantly re-evaluate its marketing methods and messages to meet our diverse student population. This document provides an overview of the 2011-2012 activities of the Marketing and Communications Department at Foothill College. The emphasis of this plan was determined by evaluating the changing needs our diverse student body through current market research, student survey results as well as the college’s past marketing experience. Key challenge in 2011-12 environment: misperceptions generated by state budget crisis and being heard above the noise Throughout the state budget crisis of the past three years, the public has heard constant reports on the crippling impact of budget cuts, higher fees and reduced course offerings on student access to higher education. The message has created a misperception that students should simply give up trying to access community colleges and that all classes are full. In this environment
Introduction The purpose of the Foothill College Integrated Marketing and Communications Plan is to support the college mission by enhancing public awareness and participation in the college’s many programs, services and activities. The plan seeks to increase the overall visibility of the college and reinforce its brand and reputation within the community. Foothill College prides itself on academic excellence, responsive student services, advanced technology, community and industry partnerships, and workforce and economic development. Foothill’s marketing efforts highlight the high-quality education and dynamic services the college provides to its community, to support the college’s growth, reach diverse student populations and communicate to its many constituencies through multiple channels. To effectively communicate and market to existing and prospective students, Foothill College must use of a variety of strategies, based on our target audience communication style, and constantly re-evaluate its marketing methods and messages to meet our diverse student population. This document provides an overview of the 2011-2012 activities of the Marketing and Communications Department at Foothill College. The emphasis of this plan was determined by evaluating the changing needs our diverse student body through current market research, student survey results as well as the college’s past marketing experience. Key challenge in 2011-12 environment: misperceptions generated by state budget crisis and being heard above the noise Throughout the state budget crisis of the past three years, the public has heard constant reports on the crippling impact of budget cuts, higher fees and reduced course offerings on student access to higher education. The message has created a misperception that students should simply give up trying to access community colleges and that all classes are full. In this environment