AutryTechnologyCenterCommunications&MarketingPlan 20122013

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AutryTechnologyCenterCommunications&MarketingPlan 20122013

OklahomaStateDepartmentofCareerTechStrategicPlan
Vision WearesecuringOklahomasfuturebydevelopingaworldclassworkforce. Mission WeprepareOklahomanstosucceedintheworkplace,ineducation,andinlife. Values Weareindustryfocused,studentcentered,andperformancedriven. Weoperateasaunifiedsystemdedicatedtoservingourcustomers. Employersareourultimatecustomersaswefocusonstudentsuccess. Innovationandflexibilityarethekeystomeetingourcustomersneeds. WeareessentialpartnersinOklahomaseducationandeconomicdevelopmentsystems. Weareaccountable,asstewards,fortheactions,resources,quality,andoutcomesofoursystem. Goals 1. AccelerateOklahomaseconomicgrowth. 2. Ensureimplementationofconsistentstandardsandaccountabilities. 3. MarketthevalueoftheCareerTechsystem. 4. StrategicallyimproveagencyoperationandeffectivelymanageresourcestoleadtheCareerTech System. 5. Createandpromoteasystemicculturethatvaluesdiversityandinclusion.

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AutryTechnologyCenterCommunications&MarketingPlan 20122013

AutryTechnologyCenterStrategicPlan
Vision Tobeateamofqualityprofessionalsrecognizedasaprogressiveleaderinrespondingtothecareerand technologyneedsofthoseweserve. Mission ConnectingYoutotheFuture Values Wefocusonimprovingpeopleslives. Werecognizeteamworkasanintegralcomponentformaximizingresults. Weareresponsibleandethicalwithalloftheresourcesentrustedtous. Webelieverisktakingshouldbecombinedwithinnovation. Weareateamofprofessionalswhogoaboveandbeyond. Wevalueexcellenceasthequalityreflectedinallwedo. Goals ContinuallycommunicateAutrysmission,servicesandopportunitiestointernalandexternalaudiences. PresentAutryTechnologyCenterasasingleproduct,madeofmanycomponents Crosstrain,educateandinformAutrystaffofallpartsoftheAutryproduct Crossmarketservices.Forexample,besureshorttermstudentsareawareofBISservices Developamasterdatabasecombiningadvisorycommittees,BISclients,sendingschools,community leaders Identifytheneedsofthecommunityandberesponsivetothoseneeds. Developandimplementsupportservicesthatwillassistindividualsinrealizingtheiroccupationalgoals. Continuallyworkwithpublicschoolpersonnel,patrons,andstudentstokeepthemawareofthe opportunitiesavailableatAutryTechnologyCenter Providecareercounselingservicestoallindividuals Informindividualsoffinancialassistanceopportunitiesavailable Provideadditionalassistanceasneededtofacilitateindividualachievement Provideplacementservicestostudents,formerstudents,andthecommunityatlarge Provideasystemoffinancialaccountability. Utilizeresourcesformaximumbenefits Bepreparedforgrowthopportunities Provideeducationalopportunitiestoprepareindividualsforsuccessfulemployment. Providebasicandadvancedskilltraining Provideopportunitiesforgrowthanddevelopmentthroughcareerandtechnologystudent organizations Maintainallianceagreements

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AutryTechnologyCenterCommunications&MarketingPlan 20122013

AutryTechnologyCentersCommunicationsandMarketingPlan
Thisdocumentwascreatedataspecificpointintimeasastartingpoint.Itwillcontinuetochangeoverthe courseoftheyearinanefforttomeetthechangingneedsofthegroupsweserve.Itisanactivedocument thatservesasaroadmapforthenextyear.Weareopentonewideasandpromisechangesand improvementswillbemadeasweprogressthroughtheyear. MarketingPlanSummary AutryTechnologyCenterhasprovidedtrainingsince1967.Trainingpredominantlyfallsintothefollowing categories. FullTimeCareerTrainingPrograms.Highschooljuniorsandseniorsandadultscanenrollincareer trainingcoursesfromAutomotive,Welding,DraftingandDesigntoInformationTechnology, RespiratoryCareandCulinaryArts. AdultCareerandDevelopmentTraining.Adultscanenrollininterestbasedorcareertraining coursesfromculinaryandphotographytocertifiednurseaidandemergencymedicaltechnician. CenterforBusinessDevelopment.Individualsandsmallbusinessescanenrollinvarioustraining opportunitiesandapplytobecomeaclientattheCentertoreceiveassistanceinstartingand growingabusiness. BusinessandIndustryServices.Businessescanenrolltheiremployeesinsafety,managementand agriculturaltraining. Vision ConnecteveryoneinourdistrictwithAutryTechnologyCenter. Mission TheCommunicationsandMarketingDepartmentutilizesavarietyofcommunicationandmarketing strategiestohelpAutryTechnologyCenterachieveitsmission. Values Webelieveeffectivecommunicationisvitaltosuccess. Weappreciatecreativityandinnovationandstrivetoalwaysimprovewhatwedo. Wevalueourresourcesandusethemefficiently. Wetreatcommunicationandmarketingasadynamicteameffortthatimproveswithconstantresearchand evaluation. Weareaccountable,asstewards,fortheactions,resources,quality,andoutcomesofourprogramsand communicateopenlyandhonestlywithallouraudiences.

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AutryTechnologyCenterCommunications&MarketingPlan 20122013

AutryTechnologyCenter
Businessstructure:Education Location:1201WestWillowRoad,EnidOK73703 Dateestablished:1967 Businessoverview Since1967,AutryTechnologyCenterhasbeentrainingstudentsforsuccessintheworkplace.Awide varietyofcourseofferingsmakecareereducationpossibleforstudentsofallwalksoflife. Programs/AreastoMarket FulltimeCareerTraining PersonalandProfessionalInterestShortTermTraining BusinessandIndustryServices EntrepreneurServices

AutryTechnologyCenterCommunications&MarketingPlan 20122013

TheMarket Autryworkswithadiversetargetmarket.Thetrainingareadeterminesthetargetmarket.

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AutryTechnologyCenterCommunications&MarketingPlan 20122013

Marketingstrategy: Wesharetheservices,trainingopportunitiesandbenefitsAutryofferscurrentandpotentialhighschool students,adults,businessesandthecommunityatlargethroughtraditionalandnewcommunicationand marketingavenues. MarketingAvenues Witheacheventoropportunity,marketingmustconsideralladvertising,marketingandpublicrelation opportunitiesavailable.Thesewillincludethefollowing: External RadioAdvertisingOpportunities WilliamsBroadcasting ChisholmTrailBroadcasting PrintAdvertisingOpportunities EnidNews&Eagle,Par PartnerSchoolYearbooks PartnerSchoolNewspapers TheJournalRecord Other SocialMedia Facebook YouTube Twitter Pinterest Scribd StrateTalkeNewsletter EnidChamberofCommerceNewsletter PressReleases AutrysWebsite RotatingGraphics ShortTermClassListingandEnrollment CourseCatalog GeneralInformation VinylBanners FrontDeskScreens Internal FrontDeskScreens StrateTalk Intranet RotatingGraphics Information SignStands VinylBanners TableToppers NewOpportunitiesTrafficGraphics,TableGraphics InternalStaffMeetings

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AutryTechnologyCenterCommunications&MarketingPlan 20122013

MarketingKeyRoles Researchandreportingforaccountability,decisionmakingandplanning Developthemessage Communicatethemessage Goals Autryemployeeswillbestrongadvocatesfortheschoolandcomfortableusingtechnology CreateandmaintainastrongpositivepublicimageofAutryTechnologyCenter Increaserecruitmenteffortsandmaintainexcellentenrollment Strengthenandmaintainrelationshipswithpartnerschoolspersonnel Increasepublicawareness&utilizationofAdultCareerDevelopmentandBusiness&Industry Services a. Increaseopenenrollmentinthe2040yearolddemographic b. Crossmarkettoourfulltimestudents 6. IncreasepublicawarenessandenrollmentofCenterforBusinessDevelopmentservices TheRACEformulaaspartofthemarketingplan TheRACEformulacreatesacomprehensive,userfriendly,actionorientedplanthatensuresweevaluate effortsandusingthemtoshapeaneventthefollowingyear. Researchusesprimaryandsecondaryresearchsurroundingidentifiedproblems,issues,trends,etc. AnalysisorActiondeterminesresearchdrivengoals,objectives,targetaudiences,messagesto thoseaudiencesandthemessengersforthosemessages. Communicationincludesthetools,tactics,methodsandactivitiestoaffectbehavioralchangein targetedaudiences. Evaluationbeginswiththeendinmindtodeterminelevelofsuccessanddeterminingnextstepsto accomplishorganizationgoals. 1. 2. 3. 4. 5.

Communications&MarketingTeam
JobTitle Communications& MarketingDirector Website&Digital MediaCoordinator GraphicDesigner Receptionist Name MelissaJenlink JadenLemmon AmberSutton CherylDick Maintainexistingwebsitesanddigital mediaefforts&recommendnewefforts Designgraphics,ads,flyers,posters,etc. GreetgueststoAutry,fieldphonecalls,be thefaceofAutryatthefrontdoor Responsibilities Overseethedepartment,plan,implement

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AutryTechnologyCenterCommunications&MarketingPlan 20122013

RadioAdvertising

H/OHolidays and Open House

HomepageRotatingGraphicsonAutrytech.edu

Tentative print advertising, radio and rotating graphic schedules attached.

MarketingStrategy Goal#1: AutryEmployeeswillbeStrongAdvocatesfortheSchoolandComfortableUsingTechnology Objective: Target: Research: Evaluation: Bytheendoftheschoolyear,95%oftheemployeeswillhaveattendedatleastoneAutryemployeefunction Employees Lastyearsinformalpolling Endofschoolyearsurveytoemployees
Tools/Tactics Action LunchandLearnMonthlytrainingsessionsoffered onvarioustechnologyresourcesavailableforfull timeinstructors. BISTechnologyTrainingvarioustrainingsessions onspecificprogramsforBISdepartmental developmentopportunities SmallGroup&StaffMeetings BrownBagLunches EmployeeDirectory Summaryofmonthlyboardmeetingstobeemailed toallemployees DistributeschooleNewsletterStrateTalktoall employees Sharearticlespublishedinmediaoutletsviaemail Breakfastforallstaff BacktoSchoolPizzaParty Contact AssistantSuperintendent BISDirector Timeline Monthly Ongoing

Marketingactivity/strategy Increasetechnologycomfortlevel

KeepemployeesinformedofAutryactivitiesand personalsuccesses

ManagementTeam Superintendentsoffice MarketingDepartment Superintendentsoffice MarketingDepartment MarketingDepartment ManagementTeam Superintendent

Monthly Monthly,SeptApril Annuallyinthefall Monthlyafterboard meetings Monthly Asneeded FallandSpring August

HoldAutryemployeeeventstoencouragesense ofbelongingandcohesiveness

AutryTechnologyCenterCommunications&MarketingPlan 20122013

Goal#2: Objective: Target: Research: Evaluation:

CreateandMaintainaStrongPositivePublicImageofAutryTechnologyCenter 85%oftheexposedpublicwillrecognizeandrespondfavorablytoAutrysname InDistrictExposedPublic BasedonresultsfromanindependentresearchfirmsfindingsandAutryssurveys Conductsurveyswithvariousexposedgroups

Tools/Tactics Action Writeanddistributepressreleasesandfeature storieswithphotosaboutstudentsuccess (newspapers,websiteandsocialmedia) IncreaseknowledgeofAutryandservicesoffered throughmediaads,promotionalmaterialsand printedmaterial Promoteandmaintainwebsiteandincrease interactiveelements Advertiseinlocalnewspapersandprogramsduring specialevents CoordinateandencourageAutrystaffinvolvement andasspeakersforareacivicmeetings Providetoolstouseforcivicgroupspeaking engagements OpenHouse Contact MarketingDepartment MarketingDepartment MarketingDepartment Timeline Ongoing Ongoing Ongoing Ongoing Ongoing Ongoing February(CareerTech Month)

Marketingactivity/strategy Developstrongmediarelationsandmaintain positiveimagewithstakeholders

FillAutryswebsitewithcuttingedgetechnology

Continuecommunityinvolvementandincrease awarenessoftheinvolvement

MarketingDepartment SuperintendentsOffice MarketingDepartment MarketingDepartment, BIS,andInstructors

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AutryTechnologyCenterCommunications&MarketingPlan 20122013

Goal#3: Objective:

IncreaseRecruitmentEffortsandMaintainSuperiorEnrollment Maintain95%enrollmentforFY12inaverageofallfulltimeprograms(withnoindividualprogramunder65%)byOctober1, FullTimeEquivalenceReport RelationshipBuilding o Maintainpresenceinpartnerhighschoolsbymakingvisitsbycareercounselors o Developandmaintainrelationshipswithpartnerhighschoolcounselors Partnerschools(%ofstudentsattendingAutry)setobjectivesbyfocusschoolsandoverallgoaltobedonewithCareerCounselors

Target: Research: Evaluation:

HighSchoolStudentsandProspectiveFullTimeAdultStudents Lastyearsenrollment Enrollmentreports SeeFollowingIndividualPlans

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AutryTechnologyCenterCommunications&MarketingPlan 20122013

IndividualPlanstoincreaserecruitmenteffortsandmaintainsuperiorenrollment 8thGradeTours Goal:

TocreateAutryawarenessandinterestin8thgradestudents Tocreateawarenessincareeropportunitiesandrealizetheyneedaplan

Objective:

95%ofpartnerschooleightgraderswillvisitAutryduringtours 85%willsaythe8thgradetourswillsayAutryhelpedthemstartthinkingabouttheirfuture InviteHomeSchoolstudents

Tools/Tactics Action BusTalkers useambassadorstogreetstudentsas theyarrive 45minutevisitandinteractivetouroffulltime programs Generatefansonsocialmediaaccountstocontinue buildingrelationships Meetwithinstructorstodiscusstourandwhats expected,havethemdiscusswiththeirstudents Postersoncampusfortourdate OKCISRealityCheck:CareerSalaries,Education andJobGrowthonWebsite CareerCounselorwilldoadditionalcareerinterest workshopwithourCarlPerkinsschools(Chisholm, Cimarron,CovingtonDouglas,Garber,Waukomis) andwillhelpallschoolswithenrollmentinthe spring Contact StudentServices Career Counselors Timeline October

Marketingactivity/strategy Studentsparticipateininteractivetoursbasedon careerclustersandinteractivepresentation includingcareerinterestsurveyandplanofstudy

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AutryTechnologyCenterCommunications&MarketingPlan 20122013

SophomoreTours Goal: TocreateAutryawarenessandinterestin10thgradestudents (WewantthemtohaveapositivefeelingtowardAutry,beexcitedaboutAutryopportunities,realizewhattheyneedtodoin ordertoattend,leavewantingmore) Pick12partnerschoolstotargetwithlowpercentageofstudentsserved(developobjectivesafterOctober1report) Objective: 80%ofthestudentswillranktheinformationreceivedasithelpedthemstartthinkingabouttheirfuture TogenerateapplicantsandenrollmentinAutrysprograms 10outof10partnerschoolswillattendtheSophomoreTours InviteHomeSchoolstudents
Marketingactivity/strategy Studentsparticipateininteractivetoursbasedon careerclustersandinteractivepresentation includingcareerinterestsurveyandplanofstudy Tools/Tactics Action BusTalkers useambassadorstogreetstudentsas theyarrive 90minutevisitandinteractivetouroffulltime programs Survey(careerinterestandgenerationalinterest) Generatefansonsocialmediaaccountstocontinue buildingrelationships OKCISRealityCheck:CareerSalaries,Education andJobGrowthonWebsite Aftertourfollowupsendthankyouandinviteto OpenHouse(postcard) Postersoncampusfortourdate Meetwithinstructorstodiscusstourandwhats expected,havethemdiscusswiththeirstudents Contact StudentServices Career Counselors Timeline December/January

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AutryTechnologyCenterCommunications&MarketingPlan 20122013

AutryScholarship Goal: Objective:

ToinformqualifyingseniorsandrecentgraduatesinAutrysdisctricoftheoptiontoattendAutryontheAutryScholarship TogenerateapplicationsandenrollmentinAutrysprograms AutryScholarshipenrollmentwillequalatleast10%oftotalfulltimeenrollment

Tools/Tactics Action Interactiveseniorpresentation,directmailpieces AdinSpringandFallAutryCourseCatalog,Autry website Utilizesocialmediaforrecruitment Contact StudentServices Career CounselorsandMarketing Timeline May,July,August

Marketingactivity/strategy Autrycounselorsvisitpartnerschoolsandtalk withseniorsabouttheAutryScholarship Innovative,creativemarketingpieceswillbe strategicallymailedtoqualifyingAutry Scholarshipcandidates

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AutryTechnologyCenterCommunications&MarketingPlan 20122013

Goal#4: Objective: Target: Research: Evaluation:

StrengthenandmaintainRelationshipswithPartnerSchoolsPersonnel Torequesttheneeds,thatAutrycansupply,for100%ofourpartnerschooladministrationbyendoffiscalyear PartnerSchoolAdministrators,Counselors,andStaff Informalpollingofpartnerschooladministrators Informalfeedbackfrompartnerschoolsadministrators

Tools/Tactics Action HostlocalsuperintendentsmeetingsonAutrys campustoinformandgainfeedbackandfindways toassistlocalschools ProvidepartnerschoolswithAutrycatalogstoassist themincounselingstudentsaboutAutry Personalvisitstopartnerschools Adsinpartnerschoolnewspapersandyearbooks andontheirwebsites Bannersatpartnerschools Postersatpartnerschools Contact Superintendent CounselorsandMarketing Department CounselorsandMarketing Department MarketingDepartment MarketingDepartment MarketingDepartment Timeline Monthly Ongoing Ongoing Ongoing Annually Ongoing

Marketingactivity/strategy Develop/maintainpersonalrelationshipsand provideprincipalsandcounselorswith informationneededtoshowweareassisting themandmakingtheirjobeasier(heretohelp approach)

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AutryTechnologyCenterCommunications&MarketingPlan 20122013

Goal#5: Objectives:

IncreasePublicAwareness&UtilizationofAdultCareerDevelopmentandBusiness&IndustryServices Increaseenrollmentofindividualsseekingcareerandpersonaladvancementopportunities Maintainacoursecancellationrateequaltoorlessthan15%eachsemesterforFY13repeatclasses Maintainacoursecancellationrateequaltoorlessthan50%eachsemesterforFY13NEWclassgrowth ProspectiveandExistingAdultStudents ACD&BISStatistics EndofschoolACD&BISstatistics

Tools/Tactics Action HighlightnewACDandBISprogramsandservices FeatureACDandBISwithinteractivedisplaysat OpenHouse MarketACDthroughwebsite MarketBISthroughthewebsite Directmailcatalogue UpdateBISmarketingprinttools Developmarketingprintandemailtoolsforshort termBIStrainingseminars DevelopprintandemailinformationforBISand shorttermclasses Contact MarketingDepartment ACDandBISStaff MarketingDepartmentand ACDstaff MarketingDepartmentand BISstaff MarketingDepartment, ACDandBISstaff MarketingDepartment MarketingDepartment MarketingDepartmentand ACDandBISstaff Timeline Annually February Ongoing Ongoing FallandSpring Asneeded Asneeded Asneeded

Target: Research: Evaluation:

Marketingactivity/strategy Createinterestandenrollmentinclasses

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AutryTechnologyCenterCommunications&MarketingPlan 20122013

Goal#6: Objectives:

IncreasePublicAwareness&EnrollmentofCenterforBusinessDevelopmentServices Recruitnewclientsandsupportcurrentclientsinincubatorprogram BuildawarenessandrecruitforGrowEnidIncprogram Neworpotentialentrepreneurs Informalpollofnewandlocallegacyentrepreneurs Newbusinessesstarted,successofbusinesses,surveyoftrainingoffered

Tools/Tactics Action Highlightprogramsandservices FeatureGrowEnidIncandincubatorclientswith interactivedisplaysatOpenHouse Marketthroughwebsite Directmailcatalogue Developmarketingprint,email,socialmediaand videomaterialsfundraiser,bootcamp,business developmentacademy,andcompetitionflyers Utilizesocialmediaforrecruitment Contact MarketingDepartment ClientsandCFBDstaff MarketingDepartment MarketingDepartment, andCFBDstaff MarketingDepartment MarketingDepartment Timeline Annually February Ongoing FallandSpring Asneeded Asneeded

Target: Research: Evaluation:

Marketingactivity/strategy Createinterestandenrollmentinclasses

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AutryTechnologyCenterCommunications&MarketingPlan 20122013

Marketingbudget201213
Item Marketing/promotion Radio advertising Partner school advertising Enid News & Eagle advertising VAFB advertising Print advertising Online advertising Mailouts Promotional Items Online services Banners Framing/Stock Photography Statewide Marketing Catalogues More Marketing/ promotion total Other Research Training Travel Printing supplies Printer Lease Office Supplies More Other total Total $1,500.00 $4,000.00 $700.00 $16,062.99 $50.00 $500.00 $22,812.99 $32,772.99 $50.00 $500.00 $1,175.00 $5,135.00 $50.00 $500.00 $1,550.00 $8,210.00 $500.00 $1,000.00 $4,210.00 $500.00 $700.00 $20,260.00 $350.00 $2,210.00 $175.00 $3,235.00 $500.00 $550.00 $3,910.00 $50.00 $500.00 $625.00 $6,085.00 $50.00 $500.00 $550.00 $6,160.00 $500.00 $500.00 $21,660.00 $500.00 $500.00 $10,360.00 $30,487.99 $124,207.99 $1,000.00 $500.00 $200.00 $350.00 $625.00 $175.00 $50.00 $75.00 $200.00 $9,960.00 $200.00 $3,960.00 $200.00 $6,660.00 $200.00 $3,210.00 $400.00 $16,000.00 $200.00 $19,560.00 $200.00 $1,860.00 $200.00 $3,060.00 $200.00 $3,360.00 $200.00 $5,460.00 $200.00 $5,610.00 $16,000.00 $200.00 $21,160.00 $200.00 $9,860.00 $200.00 $200.00 $200.00 $1,000.00 $400.00 $5,000.00 $2,000.00 $200.00 $500.00 $250.00 $200.00 $200.00 $300.00 $200.00 $1,000.00 $200.00 $200.00 $200.00 $200.00 $1,000.00 $800.00 $2,000.00 $600.00 $160.00 $400.00 $160.00 $500.00 $500.00 $200.00 $500.00 $1,000.00 $3,000.00 $160.00 $400.00 $500.00 $200.00 $1,000.00 $160.00 $160.00 $400.00 $500.00 $200.00 $500.00 $650.00 $200.00 $200.00 $1,000.00 $100.00 $400.00 $4,000.00 $600.00 $200.00 $500.00 $0.00 $1,000.00 $160.00 $500.00 $100.00 $1,000.00 $160.00 $700.00 $160.00 $600.00 $1,500.00 $0.00 $1,000.00 $200.00 $2,000.00 $160.00 $700.00 $500.00 $200.00 $3,000.00 $160.00 $400.00 $600.00 $200.00 $3,000.00 $160.00 $700.00 $0.00 $4,000.00 $160.00 $400.00 $8,200.00 $4,300.00 $18,600.00 $1,920.00 $4,500.00 $500.00 $1,300.00 $12,000.00 $1,200.00 $1,600.00 $4,800.00 $400.00 $32,000.00 $2,400.00 $93,720.00 Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Total

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