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STANDARD MARKETING ACTIVITIES: - The Mix
With the development of production cycles and delivery systems our goal to be present in the community 12 months a year is now a reality. This effort to establish standard activities is benchmarked against best practices nationally. OCM adheres to providing a consistent presentation to the service region and surrounding towns as well as outside the service region as appropriate. Multiple and overlapping timelines drive a complex series of production activities. The Plan-of-Work (see supplemental materials) is provided as a timeline-style document that maps out the production of primary materials that support programs and services to credit and non-credit learners.
Public Relations
- Press Releases are issued for each new publication announcing availability as well as releases throughout the weeks/months of the start of a semester
- Feature Story/PR is written for noteworthy items within each publication
- Calendar/Community Calendar inserts are automatic for those items that come from Facilities Reservation that are most likely not going to change
- Ongoing dialogue with area news representatives to identify opportunities
- Success Stories are sought out for use in all promotional materials
- Maintain an up-to-date media contact database of over 125 contacts in the region
- Local Cable Access - video coverage submitted for display as received
- In house news boards are maintained - 5th floor walkway and 4th level of Kinney Hall
- Displays of the current publications are maintained in the lobby of the 4th floor of Kinney Hall and outside the doors to the Mainstage in the Leever Atrium.
- Public Relations Initiatives working in concert with the President's Office are planned throughout the year with targeted groups (i.e. Superintendents of Schools)
Market Research
- Residential mailing techniques are analyzed for effectiveness of marketing campaigns through market penetration analysis
- Demographic GIS (Geographic Information Systems) mapping studies are produced displaying current market share
- Student surveys are taken during peak registration times to determine how their decision was made to come in
- Yield Data is provided by all media vendors to assist in media buys for highest ROI
Direct Mail Campaigns
Publication Distribution and Tracking:
- Internal Distribution of all new college publications
- Maintain tracking system for schedules/catalogs/viewbooks
- Supply Leever Atrium & Kinney Hall lobby racks with newest publications
OCM Standard Database Mailings:
OCM maintains the databases listed below. All publications are sent in bundles to each of the areas listed. Depending on interest sometimes individuals receive a second mailing.
- Libraries
- Adult Education
- Senior Centers
- Community Leaders
- One-Stop Centers
Targeted Bulk Mailings:
- Direct mail postcards are sent to current and/or past students twice a year depending on product and time of year. Targets include: those who did not return, students who only attended during the summer, non-degree students
- Purchased databases for targeted populations based on advanced planning. Some of those include Health, Social, and Legal Services from the CT Economic Development Center, licensed professionals from Department of Public Health
- Direct mail view books are mailed to all juniors and graduating seniors in our service region
NV Region Schools:
The area school system is communicated to in concert with Enrollment Services. OCM targets guidance counselors, career centers or department chairs depending on product and time of year. Data is broken up in the following format:
- Grades 4-10
- Grades 11-12
- Superintendents
- Vocational Schools
Web Design
- I am pages are refreshed with new success stories based on publication
- Weekly update of What's Up at NVCC
- All publications are online in PDF format
- Press Releases online
- Special Event listing updates
- Home page design with links and splash pages to Academic Programs
- Programs of Study link is updated with new programs and catalog content
- Maintaining an active OCM website for ease of information sharing
- Following a maintenance calendar, systematic updating of standard pages (i.e. academic calendar; registration pages; open houses)
- Continuous improvement efforts are made in order to attain State of Connecticut ADA certification in the future
- Search Engine optimization
- Web Trends analysis
Graphic Design
- Publications: Summer/Fall/Spring Credit & Non-credit, College Viewbook, College Catalog, mini catalogs for targeted product lines (i.e. KOC)
- College Logo - graphic standards
- Variations of College Maps as needed
- Development of posters, flyers and program brochures for collegewide use as needed and requested
- PDF files created for use throughout the industry
- Billboard & Advertising layout and design
Advertising
Market saturation data represented in the following chart is based on FY01/02 paid advertising and will be modeled this year with a focus on balancing the mix with an increased focus on Cable/TV.
- Print and Radio campaigns to support: Summer/Fall/Spring credit and non-credit
- Targeted High School yearbooks and book covers
- Chamber of Commerce publications: Danbury, Waterbury, Naugatuck, Torrington, Prospect, Valley
- Billboard placements - Waterbury and Danbury areas
- Theatre Ads - Waterbury and Danbury areas
- Local High School Sports Sponsorships - AM radio
- Weather-related sponsorships - TV/Radio
- Yellow Page Advertising
Standard systems are in place for continuous exposure to the community through semester-based advertising and public relations. The Standard Plan and Plan-of-Work charts provided in the supplemental materials provide a general timeline of standard services.
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About OCM
