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Chrisyanqu
MarketingPlan.docx
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College of Education, Health & Human Services (CEHHS) Marketing Plan
Table Of Contents
1. Executive Summary page
2. Introduction page
3. Industry & Market Analysis page
a. SWOT Analysis of Industry page
b. Direct Competitors page
4. Market and Segment Analysis page
a. Summary of Market Segments page
b. Key Trends page
5. Targeting Plan page
a. Consumer Profile page
6. Positioning Statement page
a. Goals page
b. Target Audience page
c. Key Message page
d. Communication Strategy page
7. Brand Audit page
a. Social Media Metrics page
8. Media Plan page
a. Online page
b. Social Media page
c. Promotional page
d. Webinars page
e. Trade Shows page
9. References page
Executive Summary
Introduction
Industry and Market Analysis
SWOT Analysis of the Industry
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STRENGTHS - CEHHS offers majors in education, nursing, health sciences, human services, human development, kinesiology, public health, social work, and speech-language pathology -Students are supported to be creative, and collaborative learning environments. - Student opportunities such as success grants, networking opportunities, and internship opportunities -Students are encouraged to be agents of change -CEHHS has many connections with the community -Growing field related to the majors offered -Online nursing program
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WEAKNESSES -Need more staff members both teaching and administration -Lack of information on schools website and media platforms - |
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OPPORTUNITIES -Growing industry and need for health and human services-related positions
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THREATS -Competing colleges that offer similar courses in nursing and human services - Colleges with cheaper tuition and more resources
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Direct Competitors
California State University, Northridge (CSUN) has 38,800 full-and part-time students. CSUN offers a wide range of human health and human education-related undergraduate programs. CSUN’s tuition is slightly cheaper than CSUSM. CSUN is a competitor of CSUSM because they offer similar programs, have slightly cheaper tuition, and both are in Southern California.
University of California San Diego(UCSD) has 39,576 students enrolled. UCSD offers a wide range of human health and human education-related undergraduate programs but is significantly more expensive than CSUSM. UCSD is a competitor of CSUSM because they offer similar programs, and both are in Southern California.
University of San Diego (USD) is a private university and has 8,861 total students enrolled. USD offers a wide range of human health and human education-related undergraduate programs but is private and more competitive to gain enrollment. USD is a competitor of CSUSM because they offer similar programs, and both are in Southern California.
Market and Segment Analysis
Summary of Market
Summary of Market Segments
Key Trends
The majors offered through CEHHS are becoming more impacted. Over the last five years, almost all majors within CEHHS have increased their student population. Most of these students are female and California residents. Over half of the student population are in the undergraduate program. In the Fall of 2021, CSUSM’s total student population was 16,255 students, and 3,112, or 19.1%, were CEHHS students. The college is the second biggest program at CSUSM.
Targeting Plan
Consumer Profile
Positioning Statement
Positioning Statement
Goals: Our goal is to increase awareness for the college of education, health, and human services is California State University San Marcos through online communications. By improving the company’s website and social media with a more engaging community and consumer facing approach, we hope to build their student base internally and their community partners externally, simultaneously. Our goal is also to introduce new social media that will help contribute to reaching more community members, both inside and outside of CSUSM.
Target Audience : Current students, future students, alumni, community partners and donors.
Key Message: CEHHS is a public institution program at California State University San Marcos that offers majors in education, nursing, health sciences, human services degrees. The school of human services is composed of programs in Human Development, Kinesiology, Social Work, and Speech-Language Pathology. CEHHS focuses on understanding the needs of their partners and working with them to improve their schools, student learning, and the quality of healthcare, while also contributing to human wellness and development.
Communication Strategy :
Brand Audit
Brand Audit
Figure 1: Social Media Metrics:
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Metric |
Follower Count |
Average Reaction/post |
Total Posts |
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589 |
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435 |
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818 |
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1350 |
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1735 |
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671 |
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Media Plan
Online
Website
Colorado State has a good example of community reaching website
University of Delaware does as well
Email Campaign
Social Media
Social Media is a major point of emphasis that CEHHS would like to focus on moving forward. Our target audience uses social media channels as a way to receive information about many industries and institutions including our college. We are going to plan a refresh to the college's social media platforms that gives the community a look at what is going on inside the college through community facing images, videos, and informative content. Posts will encourage the community to engage with CEHHS. We will show the type of content that should be posted on each platform as well as how and when content should be posted for optimal conversion.
Facebook is one of the most important social media platforms for audience outreach. The platform creates a community through finding friends, photo/video sharing as well as audience interaction by businesses and institutions. The achievements, milestones, and news about the college should be shared through Facebook. Facebook allows for paid promotion to reach larger audiences outside of our followers, which can be crucial when trying to reach people outside of our college community and drive them to our website.
With Facebook you have the ability to create ad campaigns with features like custom audience or lookalike audience, which allow you reach an audience that is similar to those who already follow you through customisable demographics.
Instagram is a highly used photo and video sharing platform, especially by young people ages 18-24 and 25-34. The platform is a very important one for higher education institutions to use in order to reach a larger audience as well as connect with their universities community. Many young people receive information about colleges through Instagram and their paid Instagram ad feature can make it easy for the college to reach a broader audience. As of now, CEHHS does not have a regular posting schedule for Instagram and doesn’t receive a lot of engagement on their posts. CEHHS would benefit from and increase in Instagram posting through a regular and frequent posting schedule. Along with this, the college could use some paid advertising to reach parts of the community that don’t already follow them such as partners, current students, and prospective staff and students.
We believe CEHHS should plan to post to their Instagram feed once a day Monday through Friday, with a minimum of 3 times a week in order to increase reach as well as strengthen their connection to the community. Story posts should be mixed in throughout the week to give a personal quality to the college.
CEHHS can benefit from posting more regularly to Twitter as well. Posting 1-2 times a day, whether that is retweeting from CSUSM or community partners, or posting original content. It is recommended that a college post a minimum of 1-3 times a day in order to increase engagement and drive our audience to our website. Twitter is a great space to follow what is trending in the media, engage with current followers, and use hashtags to get our content seen by a targeted audience. Using hashtags can give Twitter's algorithm a chance to make our successful content discoverable by anyone searching for those keywords. The best use of Twitter is to engage with the audience and strengthen the relationship with our followers, who can get to the college website through our Twitter bio.
TikTok
TikTok is the newest and fastest growing social media platform available. We believe CEHHS can massively benefit from getting familiar with the TikTok platform, as it is a major way young people see media and take in information. People of all ages are using Tik Tok, 43% are between 18-24 and 32% are between 25-34, but in Q1 of 2022, Tik Tok saw 36% or its users between 36-54. The rapid growth of the platform and its advanced algorithm can give CEHHS the opportunity to reach a larger audience outside those who already know about the college. CEHHS can utilize TikTok to share notable alumni stories as well as features and events for alumni to be a part of, post informative videos highlighting specific courses and majors within the college, share news about events happening on campus, and even share creative videos showing the inner workings of the college.
TikTok is the easiest platform to post videos with high regularity and create a personal connection to the audience. CEHHS, being tightly connected to the community through their programs and the jobs that their majors prepare for, makes them perfect for TikTok. Here are a few ways universities are utilizing TikTok currently.
· Notable alumni features and overall alumni stories
· Informative videos highlighting specific majors and courses
· Campus news updates featuring events and announcements
· Student ambassadors sharing a day in a life of a student
· Challenges and contests around university initiatives or campaigns
· Tours of campus, buildings, and classrooms
· Curated college acceptance and graduation videos
Hootsuite/Alternative
Social media scheduling and management platforms like Hootsuite are a great tool for managing multiple social media accounts across platforms. Hootsuite allows you to track current and future posts, while also coordinating and pre-scheduling posts. The platform acts as a central location for engaging with accounts and followers across all social platforms. This will allow the college to engage with prospective and current students, and manage alumni relations all in one place.
Hootsuite plans do come at a cost. Plans range from 50$/mo for an account that can be managed by a single person to 130$/mo for an account that can be managed by up to 3 different people to allow for collaborative scheduling and posting, which can be extremely beneficial to the college.
These plans allow for post scheduling, message management, post analytics monitoring, management of paid advertisements, post result analysis, and many other valuable features. Although there is this monthly fee associated with this type of platform, the time that can be saved and the improvements that can be made to the college's social platforms through the use of a platform like Hootsuite is immense.
Media Plan Schedule
Schedule
From comparing data across many different websites, these days and times are considered to be the best posting times across each social media platform. Maintaining a regular and preferably daily posting schedule to each of the platforms is encouraged to increase awareness, remain connected, and improve traffic to the college and its website. The same or similar posts can be posted to multiple social channels and links to the others can create a cycle of traffic between each page.
References
