22 23 LONE STAR COLLEGE-TOMBALL Integrated Marketing and Communications Plan
Introduction Digital Communications External Communication Photography Internal Communication Graphic Design Media Relations Registration Planning TABLE OF CONTENTS 01 09 05 12 03 11 07 13
COLLEGE RELATIONS STAFF Donielle Miller Director, Marketing and Events Jennifer Richardson Director, Communications and Media Sonya Cerdan Coordinator III, Creative Services Sandra Moye Coordinator I, Event Scheduler Crissy Zak PT Coordinator I, Planning and Events Vacant PT Graphic Designer Nicole McGathon Coordinator III, Digital Marketing Robin Bookwalter Communications Coordinator
INTRODUCTION "The benefits of such a plan include the efficient use of resources..." To sustain Lone Star College-Tomball's success and longevity, there is a need for a strong marketing plan to capture the market share of specific student profiles. This document aims to provide a marketing plan that fulfills the institution's needs and supports its goals during the 2022-2023 academic year. Therefore, this strategic marketing plan lays out the preliminary expense forecast outline, in detail, the exact media mix, and schedules that will occur. The benefits of such a plan include the efficient use of resources and the ability to identify the means of obtaining higher prospective student leads, which aid in increased enrollments. Page 1
1 2 3 Internal Communication External Media Relations 4 Digital/Social Media
STRATEGY/TARGET MESSAGE FREQUENCY Weekly Weekly Connecting the Pack email/LSC-Tomball employees Timberwolf Times/LSC-Tomball Students Announcements/ Important Events Announcements/Campus Events/Registration INTERNAL COMMUNICATION As they arise or expire As they are entered On-Campus Digital Signage/All Campus Constituents Web Calendar of Events/Employees, students, community constituents Announcements; Forthcoming Events; Class promotion All events occurring on the LSC-Tomball campus EVALUATION NOTES Employee feedback We plan to survey students this year and ask if they are reading this publication. The document is emailed each Monday morning and provides employees with that week’s important announcements and scheduled events. This one-sheet, color digest hangs in the bathroom stalls and lets students know about important announcements and how they can find out what’s going on on campus. They are submitted to facilities and changed out each Thursday evening for the following week. Number of posts N/A Three different types of digital sign exist on campus and display similar information: horizontal DMS screens, vertical ViewSonic screens, and Wayfinding screens on the walls All departments are encouraged to enter their events into the Web calendar tool. Any user can create an account and do this. We use this as a central location for all events and the source of content for publications such as Connecting the Pack. Page 3
STRATEGY/TARGET MESSAGE FREQUENCY Foundation Board Report/LSC Foundation Board Four highlights from the previous quarter Cabinet Connections A monthly email Monthly update to all employees with updates from each member of LSCTomball President’s Cabinet. INTERNAL COMMUNICATION EVALUATION NOTES N/A Each college submits a quarterly report to the Foundation board highlighting recent events, achievements, news on campus. The report consists of a summary paragraph accompanied by a photograph. N/A Running for a calendar year, this publication has become a reliable way for employees to learn what is going on in each division. At the start of AY 23, we created a 'Back to School' edition with campus reminders. Quaterly Page 4
STRATEGY/TARGET MESSAGE FREQUENCY Tomball-specific marketing collateral Campus information of every sort highlighting the benefits of being a member of the Wolfpack May/June November February/March As news/events occur/approach The Call of the Timberwolf/All College Stakeholders and Community Partners Roadside Monument Sign/Drivers-by Highlights from the previous quarter that align with the college’s four values. Top-level college messaging and announcements EXTERNAL COMMUNICATION EVALUATION NOTES We may use a special marketing URL in the piece to determine how much unique Web traffic it is driving to our site. Anecdotal feedback continues to be positive for this publication. N/A Display on this sign has garnered compliments over the last year. It has become a useful tool for letting the community at large know not only about registration opportunities, but also about events to which the public are invited such as fine arts performances and student engagement festivals. December 2022 Page 5 This will be a large full-color tri-fold piece featuring inviting images of campus and our students as well as general registration and enrollment information. The piece will be used primarily by the Outreach team.
STRATEGY/TARGET MESSAGE FREQUENCY University Student Letter/ Families of Prospective Students Parents are told about Tomball summer offerings and reminded that their student could get ahead in their studies for less money by taking summer courses with us. Late May 2023 As needed Recent Graduate Letter/Seniors at Service Area High Schools Thank View Videos/ Donors, Prospective and Current Students Students are invited to consider LSCTomball as their choice in the Fall. Varies EXTERNAL COMMUNICATION EVALUATION NOTES In the past, we have been able to obtain the mailing list from the vendor and cross reference names and addresses with summer transient enrollees. We would hope to continue this. A cross reference could be done using this addressee list and Fall enrollees. Number of views and clickthroughs Overview: Emailed and texted videos recorded by LSC-Tomball administrators delivering key messaging to various constituencies Notes: While initially obtained as a tool with which to communicate with donors, we’ve found this to also be an effective way to reach recent area current students, high school graduates, and other prospective populations. Late March 2023 Page 6 The letter is sent right after Spring Break, when, presumably, the students had just been home with their parents and when mom and dad are now thinking ahead to their child’s summer. The mailing also includes a two-sided, fullcolor flyer. One side features academic incentives for attending, such as PTK and Honors; the other features images of our vibrant student life. A look back at August accomplishments and programming highlights of the year. The mailing also includes a two-sided, fullcolor flyer. One side features academic incentives for attending, such as PTK and Honors; the other features images of our vibrant student life. Annual Review N/A This publication will replace one issue of The Call each year and will remind our college community what we experienced together over the previous twelve months.
STRATEGY/TARGET MESSAGE FREQUENCY News Releases/ Houston Chronicle Community Impact The Waller Times Campus announcements— Programs, services and events College Liaison/ As Needed Houston Chronicle Community Impact Presidential interviews, college program queries, news, and community events MEDIA RELATIONS EVALUATION NOTES Number of press releases distributed and printed. Establish/solidify the college’s reputation within the community. Weekly Page 7 With the onboarding of our full-time writer, our release output has increased. We continue to work to actively cultivate relationships with local reporters in an effort to improve our placement rates. N/A What's Happening at Tomball/ Houston Chronicle Community Impact The Waller Times Details for on-campus programming to which the community is invited Monthly Number of pick-ups in media Calendars of Events This year, we will introduce a formatted, regular communication with our local media partners that provides details of college programming that would be appropriate for monthly calendars of events or what's happening sections.
STRATEGY/TARGET MESSAGE FREQUENCY Maintain LSCTomball Web site/ Internal and External Stakeholders Daily As Needed Manage Social Media Channels/Internal and External Stakeholders Cultivate Digital Partnerships/Cultivate Digital Partnerships Immediate information utilizing social media platforms Registration DIGITAL COMMUNICATIONS/ SOCIAL MEDIA YouTube Channel N/A Overhaul/ Prospective and Current Students Various EVALUATION NOTES Number of electronic hits Update website as necessary User/Follower engagement Enrollment Data Curate scheduled and often uniquely designed content to suit the goings-on at any given time of year, to provide inspirational messaging, to promote discrete courses, programs, or events that may require it. Once again, a College Relations ACEs this year will be to improve our digital online partnerships. We will continue to monitor community partner social channels and conscientiously share and comment more on this posts as a college and we hold this will result in reciprocated engagement from our partners such as the ISDs, the Chamber, the TEDC, etc. Digital Engagement YouTube is the first stop of frequent social media users when they seek information on any subject. We have engaged a second work study student to overhaul our YouTube channel. She will archive old videos and manage the curation of new content from campus How-Tos to student spotlights. As appropriate to keep information current Page 8
STRATEGY/TARGET MESSAGE FREQUENCY Timberwolf Weekly Talks/Current and Prospective Students Various resources offered to students DIGITAL COMMUNICATIONS/ SOCIAL MEDIA EVALUATION NOTES Digital Engagement This Instagram Live series is now in its third season. Host by digital coordinator Nicole McGathon talks each week with representatives from all walks of LSC-Tomball life, asking questions students might ask and take questions from viewers. Page 9
1 2 3 Graphic Design Creative Services Printing Photography
STRATEGY/TARGET MESSAGE FREQUENCY Fliers, Signs, and Banner Prints/Campus Community Announcements/Campus Events/Registration As requested See Registration Promotion Schedule Class Promotions/ LSC-Tomball Students Late Start Promotion Promote specific classes for registration Registration GRAPHIC DESIGN See Registration Promotion Schedule See Registration Promotion Schedule Spring/Summer Registration Fall Registration Registration Registration EVALUATION NOTES N/A The Creative Services team creates, print and install campus signage Class enrollments Enrollment Data These creative pieces promote specific classes and are requested by the professor. Late Start registration materials to be used for direct mail, social media, ads, signs, and banners. Enrollment Data Enrollment Data Spring/Summer registration materials to be used for direct mail, social media, ads, signs, and banners. Fall registration materials to be used for direct mail, social media, ads, signs, and banners. Daily, weekly as appropriate Page 11
STRATEGY/TARGET MESSAGE FREQUENCY Photography for campus events N/A As requested As Requested Stock Photos Employee Photos Stock Photos for use in campus promotions Headshots PHOTOGRAPHY Spring/Summer Registration Registration EVALUATION NOTES N/A Campus constitutents can request photography services for their campus events N/A N/A Creative Services organizes a yearly photoshoot with current students for promotional materials Creative Services collaborates with HR to take headshots of each Enrollment Data As Requested Page 12
1 2 3 Schedule Registration Marketing Plan Segmentation Budget
VENDOR/PLATFORM Spring 2023 Registration REGISTRATION MARKETING SCHEDULE Community Impact Donielle Miller 11/01/2022 and High School Partnerships Page 13 DETAILS TASK OWNER DEPLOYMENT DATE PRINT (PAID) Community Impact Summer 2023 Donielle Miller 03/01/2022 and High School Partnerships PRINT (ON-CAMPUS) Light Pole Boxes Spring 2023 Registration Donielle Miller 10/10/2022 Campus Posters and Banners Spring Registration is goin on now Donielle Miller 10/11/2022 Campus Posters and Banners Summer Registration begins Donielle Miller 02/21/2023 Campus Posters and Banners Summer Registration is goin on now Donielle Miller 03/07/2023 DIGITAL PAID Facebook/Instagram/Audience Network SP 23 Registration Begins… Donielle Miller 10/07/2022 Facebook/Instagram/Audience Network SP 23 Registration is going on now.. Donielle Miller 10/10/2022 Facebook/Instagram/Audience Network SUM 23 Registration Begins… Donielle Miller 02/21/2023 Facebook/Instagram/Audience Network SUM 23 Registration is going on now Donielle Miller 03/07/2023 Snap Chat SP 23 General Campaign Donielle Miller 10/15/2022 Snap Chat SUM 23 General Campaign Donielle Miller 03/11/2023 Cidewalk-GeoFencing Register Now Donielle Miller Continuous CMAPS-Waze General Donielle Miller Continuous High School Athletic Websites and retargeting VNN Sports Donielle Miller Continuous Hearst Communications - Paid Emails Choose Tomball Donielle Miller Continuous
HIGH SCHOOL LISTS SEGMENTATION PARENTS WITH KIDS 18-24 NEW CAREER SEEKERS UNIVERSITY STUDENTS ACT LISTS CURRENT STUDENTS SOME COLLEGE NO DEGREE PURCHASED CONTACT LISTS VETERANS ADULT LEARNERS
EXTERNAL PRINT $7,000 HIGH SCHOOL PRINT $5,000 REGISTRATION BUDGET - YEARLY DIGITAL ADVERTISING 15,000 EXTERNAL DIGITAL CONTRACTS $5,500 ON-CAMPUS ADVERTISNG $7,000 MAILINGS $8,000
Integrated Marketing and Communications Plan