ANNUAL REPORT
MARCH 2011 Quad Cities Marketing and PR Prepared by Tami Seitz Director of Marketing and PR WIU-QC
Report Overview • • • • •
Mission and Purpose FY 2011 Goals & Accomplishments FY 2012 Goals FY 2011 Cost Savings FY 2012 Budget
WIU-QC Marketing and Public Relations FY 11 Goals The goal for WIU-QC Marketing and Public Relations is to continue the general awareness campaign, maintain branding efforts, integrate marketing, contribute and create WIU-QC advertising design, implement messaging strategies and collaborate with faculty, staff and students to promote events and programs that relate to QC campus locations. In addition, the QC marketing professional selects and coordinates multiple media channels and vendors for the needs of faculty and staff in the QC’s and events held in the area from Macomb departments and programs. QC Marketing also serves as a resource for any promotional materials created within the University that is intended for internal and external audience. Coordinates media as needed.
WIU-QC Marketing and Public Relations FY 11 Goals
WIU-QC Marketing and Public Relations FY 11 Goals QC Marketing works closely with WIU-QC Admissions, Students Services, faculty, student organizations, and University Relations. QC Marketing is dedicated to integrated marketing and strategic University initiatives. Externally, QC Marketing works with a variety of media representatives and community leaders.
WIU-QC Marketing and Public Relations FY 11 Objectives A significant objective of QC Marketing is to increase awareness and visibility of WIU-QC as an institution of academic excellence and dedication to higher values in higher education and service to the community through a comprehensive, integrated marketing and promotions strategy and continued involvement in community and news that relates to our students and external populations.
WIU-QC Marketing and Public Relations FY 11 Goals Promoting WIU –QC as an affordable accessible educational institution by including Cost Guarantee in our message. This promotion goal is accomplished through utilizing a variety of media channels in the Quad Cities, including billboards, bus wraps, print, and radio, cable, direct mail, Chamber of Commerce e-mail blasts, FB, YouTube and broadcast.
WIU-QC Marketing and Public Relations FY 11 Goals Target marketing to more diverse populations through the inclusion of diverse student models in a variety of advertising such as billboards, print ads, Business Journal, email blasts and view books and through advertising in target specific media such as BET, ESPN and CNN for a male dominated audience.
WIU-QC Marketing and Public Relations -Billboard
WIU-QC Marketing and Public Relations FY 11 Goals
(See video 1 – Univision)
We continue to advertise on OnMedia’s Univision Spanish speaking channel which included an ad for WIU-QC that was voiced and produced in Spanish.
WIU-QC Marketing and Public Relations FY 11 Goals We also launched a radio campaign in Iowa City and Cedar Rapids to capture students looking to enroll in summer session to transfer courses back to the U of Iowa. KZIA 102 FM fit our target audience of M/F 18-24.
(Audio Transcript Next Slide)
Audio Transcript: “Get closer to finishing your degree with summer classes at Western Illinois University- Quad Cities. Just a 4 to 8 week session can get you the credits you want. To get more information or to learn how to have an admissions representative call you, text ‘western’ to 90820. Standard text message rates apply.”
WIU-QC Marketing and Public Relations FY 11 Goals Summer radio campaign in the Quad Cities targeted parents who were encouraging transfer students to enroll in a few courses at WIU-QC over the summer. Our demo was 35+ females and who we reached at KMXG-96.1 FM and KUUL 101.3
(Audio Transcript Next Slide)
Audio Transcript: “Mmm….summer break is just about to begin so I get have my charming college student underfoot again. Man I need to get him out of the house more. Where is that Western Illinois University-Quad Cities information I found. Ahh… here it is. W-I-U-Q-C: Currently enrolling for summer classes. Iowa and Illinois students can pick up extra classes - credits are transferable. Perfect! Now what was that decorating site? I need a craft room. Visit wiu.edu/qc or text ‘western’ to 90820 and enroll today.”
WIU-QC Marketing and Public Relations QC Marketing collaborated with RPTA students to promote the Volunteer Expo. This is a free PSA completed at Cumulus.
(Audio Transcript Next Slide)
Audio Transcript: “The 7th annual Quad Cities Volunteer Expo hosted by Western Illinois University-Quad Cities Recreation, Park, and Tourism Administration students will be held 3:30 – 5:30 pm Thursday November 18th at Figge Art Museum in Davenport. The expo allows organizations seeking volunteers to find support. It also provides an opportunity for individuals to learn how to get involved in community activities, internships, and projects. The event is open and free to the public and includes free admission to the Figge Art Museum during the Expo. Go to wiu.edu/qc or call 309.762.9481.”
WIU-QC Marketing and Public Relations Expanding social media into QC marketing efforts continues. WIUQC maintains its own Facebook page with a fan base of over 400. Since it’s inception student groups, admissions, Counselor Ed, Museum Studies and the Executive Studies Center have launched their own pages as well. WIU has also added a YouTube page where QC commercials and videos like the engineering bridge building event can be seen. The page also includes a tab that directs students to apply http://www.youtube.com/westernilli noisu
WIU-QC Marketing and Public Relations
WIU-QC Marketing and Public Relations
WIU-QC Marketing and Public Relations Collaborating with WIU-QC Development on publications for the comprehensive campaign resulted in the completion of the WIU-QC scholarship testimonial letter written by a QC student. We videotaped scholarship award recipient, Derek delivering his message and added a QR code so the video can be seen by mobile phones able to scan the cold. Currently a QC Scholarship campaign piece is being produced to send to over 1,200 alumni.
WIU-QC Marketing and Public Relations (See Video 2 – Student Testimonial) Transcription: “Hi I’m Dereck. Thanks for reading my letter. As you can see, the scholarship I received from WIU-QC has been a great help. I’ve been able to concentrate on my studies and I plan on graduating this spring. I will realize my dream of becoming an Engineer. I hope you decide to help others as well. Please send your gifts today. You can make dreams come true.”
WIU-QC Marketing and Public Relations •QC Public Relations continues to collaborate with University Relations in writing and issuing news releases, as well as initiating and creating stories surrounding QC students, faculty and staff. WIU-QC distributes story ideas and promotes events within our campus and community by maintaining and establishing good relationships with the media. All items that appear in the news media are posted on Facebook, QC Web and QC listserve.
WIU-QC Marketing and Public Relations
WIU-QC Marketing and Public Relations
WIU-QC Marketing and Public Relations Involvement with the community colleges in the QC’s and beyond continues through advertising efforts, dual enrollments, transfer guarantees, 2 +2 programs, college visits, consortiums and collaborative high school visits geared towards increasing awareness of WIU-QC as THE choice to complete their bachelor’s degree. Shared marketing expenses i.e. mailings, ads and direct mail were implemented with EICC to include tours of Caxton, Riverfront and student housing options near SCC. Shared marketing pieces (flat sheets) including both institution’s logos and curriculum exist in RPTA with EICC and BH College.
WIU-QC Marketing and Public Relations
WIU-QC Marketing and Public Relations
WIU-QC Marketing and Public Relations
WIU-QC Marketing and Public Relations
Spring/Summer Billboard
WIU-QC Marketing and Public Relations
Spring/Summer Billboard
WIU-QC Marketing and Public Relations
Spring/Summer ad, flyer, poster
WIU-QC Marketing and Public Relations Summer Chamber and Business Journal Ad
WIU-QC Marketing and Public Relations Marketing a Military Friendly Institution At the airport and arsenal
WIU-QC Marketing and Public Relations Transcription: “Western Illinois University-Quad Cities it’s a great place to create a better life. Finding the right place to complete your education can be difficult. You need flexible schedules and the best degree for the right job. The university’s strong community relationships helped me get an internship and a great job. At WIU-QC you can take classes off campus. Great places to learn and close to home. Western Illinois University –Quad Cities is the best choice – it’s the public choice. Classes start soon – register now.
Promotion of WIU-QC as an institution of quality, an affordable institution, a university close to home as well as “The Public Choice” and making a better life are all themes that appear in every advertising message. Our new TV commercials produced by Media Work Productions convey this.
(See Video 3 – The Public Choice)
WIU-QC Marketing and Public Relations A new addition to QC Marketing is Sky Radio. A 2 minute interview featuring Dr. Joe Rives and a:15 video commercial reached a potential audience of 4.2 million on American Airlines and 10.1 million on Delta over a 4 month period. http://www.youtube.com/ westernillinoisu (Audio and Video Transcript on Next Slide)
Sky Radio Interview:
Sky Radio Commercial: “Enjoy a quality education at Western Illinois University-Quad Cities. As the area’s only four year public university, they offer more than 30 graduate and undergraduate programs, a four-year lock on tuition costs, and in-state tuition to Iowa and neighboring states. Visit wiu.edu/qc.”
Interviewer (Introduction): “Getting you or your child a first rate education is smart; getting it with not only convenience but also at a reasonable cost is even smarter. Western Illinois University is the smart advantages to offer the student. Western Illinois University-Quad Cities serves over fourteen hundred students and offers eleven bachelors degree programs, four post bachelor degree certificates, thirteen masters degrees, 1 specialist and one doctoral degree, both of those in educational leadership with a campus committed to become the leader against its peers in quality, access and affordability. Doctor Joseph Rives is Vice President of Western Illinois University planning and technology and he joins us now to talk about the advantages that the quad cities campus can offer. Doctor Rives welcome aboard”. Dr. Rives: “Well thanks for having me aboard”. Interviewer: “Since this is a business broadcast, let’s get to the bottom line; tell us about your cost guarantee and in-state tuition and why this place is so affordable”. Dr. Rives: “The bottom line is Western Illinois University is the only public university to guarantee students four years with no increase cost on their tuition, fees, and/or room and board, and then secondly you asked about the cost guarantee and in-state tuition. As part of that cost guarantee, instate tuition means that all residents of Illinois, Wisconsin, Missouri, and Iowa pay one affordable rate, again with no cost increases for four years”. Interviewer: “now let’s get some details here; what does Western Illinois University have to offer, what are some of the courses, and what are some of the degrees. We touched on that but let’s get a little more”. Dr. Rives: “Sure, Western Illinois University-Quad Cities was founded over one hundred years ago and we have courses in education, Art, Sciences, Business, Fine Arts, and Communication. Some sample majors would be Museum Studies, Engineering, Nursing, Psychology, Sociology, and Teacher Education”. Interviewer: “Well Dr. Rives, thanks so much for joining us here on the executive report and giving us an update on Western Illinois University – Quad Cities”. Dr. Rives: “Thanks and I look forward to everybody coming in to visit us”. Interviewer: “Dr. Joseph Rives is the Vice President of Western Illinois University planning and technology and can be reached by phone on the campus of Moline Illinois. You can visit them on the web at www.wiu.edu or www.wiu.edu/qc (quad cities)”.
WIU-QC Marketing and Public Relations
Another new partner in WIU-QC promotion and shared marketing is the Quad City International Airport. Welcome messages on baggage monitors appear when VIP’s pass through the airport.
WIU-QC Marketing and Public Relations
We promoted WIU Hockey and look forward to more events held at the i wireless Center and Modern Woodmen.
WIU-QC Marketing and Public Relations Accomplishments •Added text messaging to ads for summer •Included Iowa City radio market •Enjoyed record number of positive stories in the media •QC web and FB presence includes more local stories and features •Added QR codes to ads and promotional materials •Shared marketing with EICCD
WIU-QC Marketing and Public Relations Productivity Measurements • QC undergraduate
enrollment continues to grow
400 350 300 250 200 150 100 50 0
Applied Accepted
WIU-QC Marketing and Public Relations Productivity Measurements •Student surveys indicate students have noticed various forms of WIU-QC advertising. •Radio and Billboards are the most noticed with TV a strong third •Data indicates an awareness of WIU-QC as a quality and affordable higher education option
WIU-QC Marketing and Public Relations Productivity Measurements •An in-kind donation by the Moline Dispatch/Argus of $5,000 introduced testimonial ads throughout fall and winter 2010
WIU-QC Marketing and Public Relations Productivity Measurements
WIU-QC Marketing and Public Relations Productivity Measurements
WIU-QC Marketing and Public Relations Productivity Measurements
WIU-QC Marketing and Public Relations Goals for 2011 •In addition to continuing overall awareness for WIUQC new concentrations will be added •Riverfront Opening •Programmatic marketing •Graduate student target •Texting •QR Codes
WIU-QC Marketing and Public Relations Goals for 2011/12 •Weekly Target meetings which include QC Marketing, Admissions and Student Services •Direct marketing to education professionals through Superintendent’s office •Print advertising to waitlisted students in the Daily Iowan •More radio coverage in Iowa City and Cedar Rapids
WIU-QC Marketing and Public Relations Goals for 2011/12 •A WIU-QC Marketing PR advisory group is being assembled at this time to meet monthly on marketing issues and strategies •An intern or graduate assistant position is a goal for Marketing and PR as we plan for Riverfront and 100 year campaigns •A more visible presence at the QC Airport is also in negotiations. Discussion of WIU purple seating section as well as WIU-QC banners included in the airport are possibilities.
WIU-QC Marketing and Public Relations-
Examples of Marketing Cost Savings to the University By taking advantage of special station sales, discounts and non-profit rates the University benefits with significant savings. In 2010/11, savings to the University totaled over $64,464 for commercial and cable television, print ads, outdoor and radio. Establishing good relationships who know our marketing needs contribute to the University’s media and marketing savings. Many times the sales professionals call WIUQC first and offer sales and benefits to us before they’re sold out.
WIU-QC Marketing and Public Relations Total Budget Request: =$82,500
$5,000 in Print Ads $8,800 for OnMedia Cable TV ads, $19,000 Riverfront rollout campaign $4000 View book $8,010 Billboards $1500 Email campaign for program $5,000 video shoot for commercial $3,000 promotional items $4500 folders for admissions
$5,000 archive video project for Riverfront $10,800 Radio campaigns $1,000 email blast campaign $5,000 Cooperative Community College Marketing $1890 Commercial TV
WIU-QC Marketing and Public Relations-Goals for 2011-12 Priority 1-100 year celebration and ribbon cutting for Riverfront Goal –Rollout campaign for each including awareness with all local media
WIU-QC Marketing and Public Relations-Goals for 2011-12 Priority 2-New Enrollment GrowthGeographical
Goal-Maintain and increase current enrollment and expand awareness (focus on branding, image promotion and public image) in the following geographical areas: Dixon, IL, Iowa City area, Dubuque, IA, Clinton, IA and Kirkwood area-Cedar Rapids, IA
WIU-QC Marketing and Public Relations-Goals for 2011-12 Priority 2a-Target businesses and high school superintendents offices within a one hour area of the Quad Cities; especially businesses that utilize tuition reimbursement for employees Goal-Establish and strengthen partnerships with local businesses and high schools to encourage educational growth with the Quad Cities workforce.
WIU-QC Marketing and Public Relations-Goals for 2011-12 Priority 2c-Targeted Demographic initiatives Goal-Maintain and increase current students and diversity student demographics from traditionally underrepresented racial and ethnic groups.
WIU-QC Marketing and Public Relations-Goals for 2011-12 Priority 3-Awareness Campaign-Brand the Quad Cities through recruitment materials such as the view book and logo items, just-in-time advertising (special sales or new advertising incentives) or “register now” and other public image opportunities including sponsorship of community events. Goal-Increase awareness, support admissions and recruitment efforts, and provides opportunities for community partnerships and outreach.
WIU-QC Marketing and Public Relations-Goals for 2011-12 Priority 4-Program Specific or Niche Marketing
Goal-Program specific marketing will promote select academic programs to increase individual program enrollment.
WIU-QC Marketing and Public Relations
Thank you
