Integrated Marketing Communications Plan for New England Center for Technical Education.

1. Integrated Marketing Communications Plan, MSPC 3100
New England Center for
Technical Education

2. Agenda
 Overview
 Research
 Situation Analysis
 Key Issues
 Objectives
 Primary Audiences

3. Agenda Cont’d…
 Segmented Target Audiences
 Communication Strategy
 Message Strategy
 Marketing Communication Media Strategy
Marketing Materials
 Recommendations
 Methods of Evaluation

4. Overview
 Plan developed to be both cost and time
efficient
 Addresses the need to increase enrollment
 Developed using information gathered from
interviews with:
 Joann Sueltenfuss
 Alumni
 Current students
 Channel Customers
 Prospective Students

5. Research
 Interviews
 Telephone/In-Person Discussions
 Internet Analysis

6. Situation Analysis
 Market Situation
 Customer Situation
 Company Situation
 Product Situation
 Competitive Situation

7. Key Issues
 Challenges
 Top-Mind-Awareness
 Payment Plan
 Low Enrollment
 Strengths/Opportunities
 Location
 Affordability
 Experience
 Hurdles
 School Procedures
 Retaining Current Customers

8. Objectives
 Marketing:
 To increase FY13 student enrollment from 100 to 150
students.
 IMC:
 To create top-of-mind awareness of the NECTE
brand among key target audiences that positions the
organization as the provider of choice for those
seeking career advancement.

9. Primary Audiences
 Allied Health Professionals
 Professional Trades
 Prospective Students
 Alumni/Former Students

10. Segmented Target Audience
 Current students
 Alumni
 Prospective students in the Allied Health field and
Tradespeople
 Channel Customers
 Plumbing/Heating professionals
 Electricians
 Auto Body Repair Specialists
 Automotive Repair and Maintenance
 Construction Workers and General Contractors

11. Communication Strategy
 Target Buying Incentive
 A value-added education that will prepare the
customer for career advancement.
 Competitive Consumer Benefit
 New England Center for Technical Education will
provide a value-added education for its students
that will prepare them for career advancements
more effectively than their competitors.

12. Communication Strategy
 Selling Idea
 Providing a value-added education that will prepare
professional trades and allied health professionals
for career advancements.
Tagline
Advancing Careers. Building Futures.

13. Message Strategy
 Affordable, high-quality education
 Highly qualified instructors
 Flexible and convenient scheduling
 Geographic accessibility

14. Marketing Communication Media Strategy
 Website
 Social Media
 YouTube
 LinkedIn
 Facebook
 Direct Marketing
 email
 snail mail

15. Marketing Communication Media Strategy
 Print Material
 Brochures
 Special Events
 Career Fair
 Socials

16. Recommendations
 Corporate Identity Program
 New Name
 New Visual Identity
 Collaborations/Partnerships
 Website
 Separate from Nashoba
 Career Fair
 Brochures

17. Methods of Evaluation
 Overall marketing objective:
 Measured by the increase in registrants from FY12-
FY13.
 IMC Plan: Because we don’t have the budget to
do pre and post surveys, we will measure
 Increased number of website hits
 Increased number of Facebook likes
 Number of phone call inquiries
 Number direct mail responses

18. Thank You.