Quad Cities
Marketing &
Public Relations
Annual Report
March 18, 2010 – Tami Seitz
Director of Marketing & Public Relations, Quad Cities
Report Overview
 Mission & Purpose
 FY 2010 Goals & Accomplishments
 FY 2011Goals
 FY2010 Cost Savings
 FY 2011 Budget
FY 2010
Goals
QC Marketing
& Public Relations
 The goal for the WIU-QC Marketing and Public
Relations is to create awareness of the WIU-QC
brand, integrate marketing, continue institutional
branding, contribute to WIU-QC advertising
design, implement messaging strategies and
collaborate with faculty, staff and students to
promote events and programs that relate to this
campus. In addition the QC Marketing
professional selects and coordinates multiple
media channels and vendors for the needs of
faculty and staff in the Quad Cities and events
held in the QC’s 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
audiences.
QC Marketing &
Public Relations
QC Marketing works closely with WIU-QC
Admissions, the faculty, student
organizations , University Relations and
University Marketing. In addition, QC
Marketing is dedicated to integrated
marketing and strategic University
initiatives. Externally, QC Marketing works
with a variety of media representatives
and community leaders.
FY 2010
Obbjectives
QC Marketing &
Public Relations - Objective
The overall objective of QC Marketing is to
increase awareness and visibility of
Western Illinois University – Quad Cities 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.
FY 2010
Goals
QC Marketing &
Public Relations –
FY10 Goals
 Promoting WIU –QC as an institution of
quality by advertising our rankings in U.S.
News & World Report and Princeton
Review. Promoting WIU’s affordability
through messages advertising our Transfer
Cost Guarantee, new programs, dual
agreements, Linkages and 2 + 2
agreements. This promotion goal
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 and broadcast.
FY 2010
Goals
QC Marketing &
Public Relations –
FY10 Goals
 Target marketing to more diverse
populations through the inclusion of
diverse student models in a variety of
advertising such as billboards, print ads
and view books and through advertising in
target specific media such as BET cable in
the QC, more male dominated radio
stations such as KCQQ, 106.5. For the first
time this year we advertised on
MediaCom’s Univision Spanish speaking
channel which included an ad for WIUQC that was voiced and produced in
Spanish.
FY 2010
Goals
QC Marketing &
Public Relations –
FY10 Goals
 Integrating new media into QC marketing
efforts continues. WIU –QC incorporated a
new look for street banners which are
located at the 60th Street campus,
Riverfront and Caxton. WIU-QC bell tower
street banners are still strategically placed
in downtown Davenport directly in front of
the FIGGE Museum of Art where WIU’s
Museum Studies courses are delivered.
WIU-QC maintains its own Facebook page
with a fan base of over 242 “friends” (180
visits this week alone) since its inception
last fall. Since then other student groups
and the Executive Studies Center have
launched their pages as well.
FY 2010
Goals
QC Marketing &
Public Relations –
FY10 Goals
 Collaborating with WIU-QC Development
on publications for the comprehensive
campaign resulted in the completion of
the WIU-QC case statement brochure a
variety of campaign promotional
materials including the annual appeal.
Currently a QC Scholarship campaign
piece being produced to send to over
6,000 potential donors.
FY 2010
Goals
QC Marketing &
Public Relations –
FY10 Goals
• QC Public Relations continues
to collaborate with University
Relations in writing and issuing
news releases, making media
contacts and following up with
media on media advisories and
news stories. WIU-Q contributes
to overall positive public
relations by originating story
ideas and promoting events
and students on our campus
and by maintaining and
establishing good relationships
with the media.
FY 2010
Goals
QC Marketing &
Public Relations –
FY10Goals
 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 Black Hawk College
and the Linkages Program. Shared marketing
pieces (flat sheets) including both institution’s
logos and curriculum exist in RPTA with EICC
and BH College.
FY 2010
Goals
QC Marketing &
Public Relations –
FY10Goals
 Summer Session Billboards posted in
Community Colleges and WIU-QC
 RPTA shared flat sheets with BHC and EICC
FY 2010
Goals
QC Marketing &
Public Relations –
FY10Goals
• Positioning WIU-
QC as “The Public
Choice”
continues in each
form of
advertising: bus
wrap, print ads,
radio and cable
and video ads.
FY 2010
Accomplishments
QC Marketing &
Public Relations –
Accomplishments
• Promotion of WIU-QC as an
institution of quality and
affordability by advertising new
programs, cost guarantee, dual
enrollments, 2 + 2 agreements
and rankings through a variety of
media channels.
• Collaboration across campuses
and within the institution colleges
on promotional materials, events
and publications for the
comprehensive campaign and
new programs.
FY 2009
Accomplishments
QC Marketing &
Public Relations –
Accomplishments
 Targeted marketing to more
diverse population.
 Continuing to investigate and
incorporate new media into
university marketing efforts.
FY 2009
Accomplishments
QC Marketing &
Public Relations –
Productivity Measurements
 QC enrollment continues to
increase
 Student surveys indicate students
have noticed various forms of
advertising
FY 2009
Accomplishments
QC Marketing &
Public Relations –
Productivity Measurements
 This data indicates that
awareness of WIU as a quality
and affordable higher education
option is growing and that
students are choosing WIU.
FY 2009
Accomplishments
QC Marketing &
Public Relations –
Productivity Measurements
 Personal casual conversations
with various audiences indicate
television commercials are being
seen on WQAD and various
MediaCom cable channels.
FY 2010
Goals
QC Marketing &
Public Relations –
FY 2010 Goals
 In addition to the continued
awareness campaign, new
targeted niche marketing will be
added for program specific
marketing as new programs
come to the QC’s.
 New media including Facebook
and online marketing tools will be
added to the campaign like the
potential to sponsor sporting
events held at the iwireless
center with nationwide
advertising potential.
FY 2010
Goals
QC Marketing &
Public Relations –
FY 2010 Goals
 Continue to collaborate with
admissions and development
with marketing efforts
 Target human resource
managers whose companies
have a tuition reimbursement
program within a one hour radius
and provide them with
admissions materials and
promotional items to encourage
the company employees to
enroll with WIU-QC.
Cost Savings
QC Marketing &
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 2009, savings to
the University totaled over $41,775.79
for commercial and cable television,
print ads 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 WIU-QC first and
offer sales and benefits to us before
they’re sold out.
Billboards
FY 2011
Goals
QC Marketing &
Public Relations –
FY 2011 Budget Request
 Total Budget Request:
=$79,000
 $7500 in Print Ads
 $6,800 for OnMedia Cable TV ads,
 $17,000 for one bus wrap in Iowa
 $4000 View book
 $ 13,000 Billboards
 $ 1500 Email campaign for program
 $5,000 video shoot for commercial
 $ 2,000 promotional items
 $4500 folders for admissions
 $5,000 archive video project for
Riverfront
 $11, 800 Radio
campaigns
$1,500 email blast
campaign
$1400 Cooperative
Community College
Marketing
FY 2011
Goals
QC Marketing &
Public Relations –
FY 2011 Goals
 Priority 1-Targeted Demographic initiatives
 Goal-Maintain and increase current
students and diversity student
demographics from traditionally
underrepresented racial and ethnic
groups.
 Priority 2a-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
FY 2011
Goals
QC Marketing &
Public Relations –
FY 2011 Goals
 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
 Priority 2b-Target businesses within a one
hour area of the Quad Cites; especially
businesses that utilize tuition reimbursement
for employees
 Goal-Establish and strengthen partnerships
with local businesses to encourage
educational growth with the Quad City
workforce.
FY 2011
Goals
QC Marketing &
Public Relations –
FY 2011 Goals
 Priority 3-Awareness Campaign-Brand the
quad Cities through recruitment materials
such as the view book and logo items, justin-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.
 Priority 4-Program Specific or Niche
Marketing
 Goal-Program specific marketing will
promote select academic programs to
increase individual program enrollment.