ANNUAL REPORT
MARCH 2011
Quad Cities Marketing and PR
Prepared by
Tami Seitz
Director of Marketing and PR
WIU-QC
Report Overview
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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