Marketing Workshop:
A Marketing Plan to recruit more students in Ha Tay Community
College in the future
Ha Tay, August 7th 2012
Mathieu Aebi
Partnership Development Advisor
Uniterra Volunteer for WUSC Vietnam
T +84 (0) 4 3762 6438
f: +84 (0) 4 3762 7271
m: +84 (0) 1669151216
e: mathieu.aebi@gmail.com | skype: matabi_93
World University Service of Canada (WUSC)
Entraide universitaire mondiale du Canada (EUMC)
Unit P | La Thanh Hotel | 218 Doi Can | Hanoi | Vietnam
www.wusc.ca | twitter: @WorldUniService | www.facebook.com/wusc.ca
Table of Contents
The Marketing Plan
• Introduction
• Summary of the situation
• Definition of the service
provided by the College
• Competition
• Positionning Map
• Communication Strategies
• Launching Strategies
• Public Relations
•
•
•
•
•
•
•
•
Advertisement
Other Types of promotion
Distribution
Market Research
Location/Place
Objectives and Indicators
Planning
Conclusion
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Introduction
A Marketing Plan :
is a business document written for the purpose of
describing the current market position of a business and
its marketing strategy for the period covered by the
marketing plan. Marketing plans usually have a life of from
one to five years.
The Purpose of a Marketing Plan :
The purpose of creating a marketing plan is to clearly show
what steps will be undertaken to achieve the business'
marketing objectives.
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Summary of the Situation
• Past, present and the future of the market
– Take a close look at the changes that affected the
market share, the direction, the actors, the fluctuaction
of the market, tuititions, scholarships and competition
Top Capacity/
Loyal Students
Number of
Students
First
Students
End of Cycle
Length
5
Summary of the Situation
Strenghts
Weaknesses
6
Summary of the Situation
Opportunities
Threats
7
Definition of the Service
provided by the College
Describe the services
that you provide to
students, in order that
they fully understand the
school.
•
•
•
•
•
Curriculum
Activities
Environment
Facilities
Etc…
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The Competition
– Give an overall view of the
services offered by your
competitors, their strenghts
and weaknesses
– Position the Service of you
competitors compare to your
own product.(next Table)
Reputation
• The Competition
landscape
B
A
C
D
Performances
9
The Positionning Map
• Positionning of your service
– Formula or pattern that defines precisely your
service regarding to its market and compared
with the competitiors
• Engagement taken to the future students
– Formula or pattern which sum up what the
school provides to the future students (the
targeted group)
10
The Communication
Strategies
• Messages for the audience
• Target categories of students
• Help to develop the school’s brand
awareness
• consumers translate product information
into perceptions about the school attributes
and its position within the larger market of
education
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Launching Strategies
• Launching Plan
– When The school annouces its
service/promotion
• Promotional Budget
– Present and Revise the detailed informations
about the budget
Phase 1
Phase 2
Phase 3
jan feb
mar apr may jun
jul
aug
sep
oct
nov
dec
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Public Relations
• Strategy and implementation
– Public Relation Strategies
– Guidelines of Public Relations’ Plan
– Prepare an alternative Public Relation’s Plan
including editorial schedule, meeting and
conferences , etc.
13
Advertisement
• Strategy and Implementation
– Overview of the Strategy
– Overview of the media and the important dates
– Overview of advertisement expenses
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Other Types of Promotion
• Direct Marketing
– Overview of the Strategy, Support and Dates
– Overview of the targets, Objectives and Budget
• Support from External Organization
– Joint Marketing Agreements with other organizations
• Marketing Programs
– Other Advertisement Programs
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Market Research
• Opportunities by vertical market
– Talk about opportunities of different market
segments
– Talk about strategies of distribution for those
markets or those segments
– Address the issue of using an outside company
for the promotion to vertical markets
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Location/Place
• Interprovincial Promotion
– Talk about Promotion strategies in other provinces,
target certain provinces or cities
– Talk about the problems related to interprovincial
Promotion
• Interprovincial Promotion Problems
– Show the modifications and adjustments that you want
to make to your promotion’s message according to the
place of promotion.
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Objectives and Indicators
•
•
•
•
First Year Objectives
Other Annual Objectives
Monitor Good and Bad Results
Requirments to achieve to succeed
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Planning
• Key Expectations for the next 18 months
• Time Factor
– Identify the critical path to succeed
Task 1
Task 2
Milestone
Task 3
Task 4
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Conclusion
Your existing and potential
students fall into particular groups
or segments, characterised by their
'needs'. Identifying these groups
and their needs through market
research, and then addressing
those needs more successfully
than your competitors, should be
one of the key elements of your
marketing strategy.
You can then create a marketing
strategy that makes the most of
your strengths and matches them
to the needs of the students you
want to target. For example, if a
particular group of students is
looking for quality of the curriculum
first and foremost, then any
marketing activity aimed at them
should draw attention to the high
quality of your curriculum.
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