ANNUAL REPORT
MARCH 2012
Quad Cities Marketing and PR
Prepared by
Tami Seitz
Director of Marketing and PR
WIU-QC
WIU-QC Marketing and
Public Relations Goals
•Continue the general awareness
campaign
• Increase branding efforts
•Integrate marketing
•Contribute and create WIU-QC
advertising design Implement
messaging strategies
•Collaborate with faculty, staff and
students to promote events and
programs
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 organizations.
Objective
A significant objective of QC
Marketing is to increase
awareness and visibility of WIUQC 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….also in Espanol!
WIU-QC Marketing and
Public Relations –Spanish
ad
WIU-QC Marketing and
Public Relations -Billboard
Logo
Creation
New logos
QC Viewbook
PowerPoint Presentations and Message Slides
Scholarship
Campaign
New Marketing
Initiatives!
Web
Shared Marketing
Initiatives
16 Page Dispatch/Argus
Tab
100 Year Teaser
Video
Event Planning
and Hosting
Marketing Advisory Committee
Gary Rowe-WIU Development
Randy Jacobs-TAG Marketing
Ann Walsh-WIU Marketing Professor
Marcia Lense-KWQC Anchor/WIU
alumna
Susan Seaver-Goetz-WIU alumna
Jill Weaver-Modern Woodmen
Val Yazbec-Dispatch/Argus
WIU-QC Marketing and
Public Relations
Awareness, programs,
register, new campus tease
and now open :60 sec
commercials
WIU-QC Marketing and
Public Relations
Awareness, programs,
register, new campus tease
and now open :30 sec
commercials
WIU-QC Marketing and
Public Relations Social media continues to grow.
WIU-QC maintains its own Facebook
page with a fan base of nearly 700.
WIU-QC and WQPT videos can be
found on YouTube.
WIU-QC Marketing and
Public Relations
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
Who is in the news? Marcia Jean Carter
Times staff | Posted: Monday, November 28, 2011
2:00 am
Marcia Jean Carter, a Western Illinois University
professor, has been inducted into the Academy of Leisure
Sciences. Carter has been a member of the recreation,
park and tourism administration faculty at the WIU-Quad
Cities campus since 2006.
Carter is a certified therapeutic recreation specialist
through the National Council for Therapeutic Recreation
Certification and a certified park and recreation
professional through the National Certification Board.
She holds multiple degrees in the study of recreation,
including her Re.D. from Indiana University in 1976;
master of science in recreation from Indiana State
University in 1969; and a bachelor of arts in health,
physical education, recreation and secondary education
from Hanover College in 1968.
Carter has co-authored more than 10 books since 1985,
her most recent being “Therapeutic Recreation: A
Practical Approach.”
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, shared programs, college
visits, 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 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
Spring/Summer
Billboard
WIU-QC Marketing and
Public Relations
Accomplishments
•Created awareness
•Teased
•Opened a new campus
•Enjoyed record number of
positive stories in the media
•QC web and FB presence
includes more local stories
and features
•Added QR codes
promotional materials
•Shared marketing with
EICCD and BH
WIU-QC Marketing and
Public Relations Productivity
Measurements
• QC undergraduate
enrollment continues
to grow
•Keep track of personal
feedback
•Focus groups and
Feedback
WIU-QC Marketing and
Public Relations
Goals for 2012
•In addition to continuing
overall awareness for WIUQC new concentrations will
be added
•Phase II
•Programmatic marketing
•Graduate student target
•Texting
•QR Codes
WIU-QC Marketing and
Public Relations
Goals for 2012
•Weekly Target meetings
which include QC Marketing,
Admissions and Student
Services
•Direct marketing
•More radio coverage in
Iowa City and Cedar
Rapids
WIU-QC Marketing and
Public Relations
Goals for 2012
•An intern or graduate assistant
position is a goal for Marketing and
PR as we plan for 100 year
celebration
•A more visible presence at the QC
Airport is also in negotiations.
•Keep Phase II top of mind
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
2011/12, savings to the University totaled
over $33,124 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:
=$82,610
$4,000 archive
video project for
Riverfront
$10,000 in Print Ads
$10,800 Radio
$10,800 for TV ads,
campaigns
$10,000 100 year campaign
$1,000 email blast
$6000 View book
campaign
$16,010 Billboards
$1500 Email campaign for program $5,000 Cooperative
Community College
$3,000 promotional items
Marketing
$4500 folders for admissions
WIU-QC Marketing and
Public Relations-Goals for
2012
Priority 1-100 year
celebration
Goal –Founder’s Day
and video unveiling
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
2012
Priority 2a- Live “Community
Focussed”
Goal-Establish and strengthen
partnerships with local businesses and
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
2012
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