2009 – 2010 Annual Report Quad Cities Marketing & Public Relations
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Quad Cities Marketing & Public Relations 2009 – 2010 Annual Report March 5, 2009 – Tami Seitz Director of Marketing & Public Relations, Quad Cities Report Overview Mission & Purpose FY 2009 Goals & Accomplishments FY 2010 Goals FY 2010 Budget FY 2009 Accomplishments QC Marketing & Public Relations WIU-QC Marketing and Public Relations became an official area of WIU-QC in January, 2007 which included a Director of Marketing and Public Relations for WIU-QC. The goal for the new position was 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. FY 2009 Accomplishments QC Marketing & Public Relations 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 serves as a resource for any promotional materials created within the University that is intended for internal and external audiences. QC Marketing works closely with WIU-QC Admissions, the faculty, student organizations and 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, community leaders, and state and federal officials. FY 2009 Accomplishments 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 2008 Goals QC Marketing & Public Relations – FY08 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 and 2 + 2 agreements. This promotion goal is accomplished through utilizing a variety of media channels in the Quad Cities, including billboards, bus wraps, print, and radio cable and broadcast. FY 2008 Goals QC Marketing & Public Relations – FY08 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. Noncaucasian, working students populations increased 8.7 % this fall. Also added a “register now” emphasis. FY 2008 Goals QC Marketing & Public Relations – FY08 Goals • Integrating new media into QC marketing efforts continues. WIU –QC street banners are strategically placed in downtown Davenport directly in front of the FIGGE Museum of Art where WIU’s Museum Studies courses are delivered. WIU-QC has launched its own Facebook page with a fan base of 76 “friends” since its inception this fall. FY 2008 Goals QC Marketing & Public Relations – FY08 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. FY 2008 Goals QC Marketing & Public Relations – FY08 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 2008 Goals QC Marketing & Public Relations – FY08 Goals • 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. Discussions for shared marketing expenses i.e. mailings, ads and billboards are under consideration. Open House 09 is set for March 19th. FY 2008 Goals QC Marketing & Public Relations – FY08 Goals • Positioning WIUQC as “The Public Choice” continues in each form of advertising: bus wrap, print ads, radio and cable and video ads. FY 2009 Accomplishments 010 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 Tracking methods including “Ask for Annie” in print ads indicate the ad is read and the directive to ask for “Annie” is heeded. 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. The QC campus enrollment increases are particularly impressive. 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. A television campaign for our MediaCom representative is also garnering attention since it runs frequently and features WIU-QC TV commercial and WIU-QC Marketing Director. 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. 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. Billboards! FY 2010 Goals QC Marketing & Public Relations – FY 2010 Budget Request Total Budget Request: =$158,500 $20,000 in Print Ads $25,000 for OnMedia Cable TV ads, $25,000 for 2 buses in IA $3000 Airport sign $10,000 WQAD $5000 View book $ 35,000 Billboards $ 3000 Email campaign for program $10,000 Business Journal ads $ 7,500 promotional items $15,500 Facebook networking assistant
