Marketing Principles Report for a Strategic Marketing Plan
Template
INSTRUCTIONS TO STUDENT:
1. Use this template as a guide to writing up your Report for a Strategic
Marketing Plan for Northcentral Technical College.
2. Read the instructions before beginning. Also, you can refer to the sample
Strategic Marketing Plan in Appendix A in your textbook while you are
writing up this plan. The format is different, but the elements are similar.
3 To fill in the blanks:
 Research the /NTC website and the Internet for data
 Enter your own suggestions/opinions where indicated in the
template
4. After entering all the data into the template, format your final report so all
headings, margins, text are consistent throughout the report. Delete any
instructions. All text should be the same color and font type.
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A Report On
A Strategic Marketing Plan for
Northcentral Technical College
Researched by:
(Phillip Ivacic)
Marketing Principles 10-104-172
Northcentral Technical College
December 2010
Report Disclaimer
This Northcentral Technical College Strategic Marketing Plan Report was created for the use as an example for
learning purposes and is not inclusive of the overall marketing and public relations initiatives at Northcentral
Technical College. Sensitive and confidential information has deliberately been omitted from this report.
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Northcentral Technical College
Strategic Marketing Plan
Table of Contents
1. Executive Summary
2. Company Description
3. Strategic Focus and Plan
4. Situation (SWOT) Analysis
5. Market Product Focus
6. Marketing Program
7. Financial Budget and Projections
8. Organization
9. Implementation Plan
10. Evaluation
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1. Executive Summary
Northcentral Technical College continues to experience a lack of awareness and brand
recognition. The image and perception of NTC is improving, as evidenced by community visits
held in 2009. However, the College continues to be a “best kept secret” in the market among
many demographic groups.
The 2010-12 Strategic Marketing Plan for Northcentral Technical College strives to build
awareness and brand recognition and enhance the image and perception of the College, while
continuing to support new and existing initiatives that will continue NTC’s growth and
expansion to increase the College’s FTE and headcount enrollments.
A wide variety of media and tactics are utilized to reach the primary target market, adults 1849, as well as the many dynamic secondary markets. The campaign strategy incorporates key
messages to relate to the target and positions NTC as an institution that enriches the
communities of north central Wisconsin by offering educational opportunities that allow
students to attain or enhance marketable job skills, obtain degrees and certificates or prepare
for transfer to four-year baccalaureate colleges under the guidance of industry savvy faculty
and the support of a caring campus community.
The Strategic Marketing Plan is a fluid, working document that is subject to change based on
budget, technology, new market research or other significant key findings, as well as changes
in the strategic initiatives of the College.
This strategic plan is inclusive of the overall marketing and public relations initiatives at
Northcentral Technical College. While not individually listed in this plan, the Marketing and
Public Relations Team supports new programs, services and other initiatives consistent with
the educational direction of the College.
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2. Company Description
Northcentral Technical College was founded in (1912).
NTC is one of 16 districts of the Wisconsin Technical College System. NTC serves 10
counties including Marathon, Lincoln, Taylor, Price, Langlade, Menominee, Clark, Portage,
Shawano, and Waupaca. There are 7 campuses. The central campus is located in Wausau at
this address of 1000 West Campus Drive; Wausau, Wisconsin 54401. The 6 regional campuses
are located in Antigo, Phillips, Merrill, Medford, Spencer, and Wittenberg.
NTC offers the following number of instructional degrees:


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33 Associate Degrees
22 Technical Diplomas
10 programs offering completion in less than one year
11 Apprenticeship programs
More than 70 Certificates
NTC provides programs and services to approximately 20,000 credit and non-credit students
each year. In 2008 NTC graduate follow-up survey, 90% of the graduates from were employed
within 6 months of graduation and 67% are staying within the NTC district as employees.
Some of the recent successes of NTC are: NTC created an associate’s degree for sign language
interpreter, NTC offered a natural resource camp for high school students, and NTC and
Marian University partner together providing additional educational opportunities.
The college began as the Wausau Industrial School in 1912. It was created by the Wausau
school board, and Silas B. Tobey, Wausau School Superintendent, was the director. It was
renamed 3 more times before it was called Northcentral Technical College in 1988. In 1969,
the dedication and occupancy of NTC’s new facility which is located at 1000 W. Campus
Drive, and is still there today. In 1994, classes where held at the Spencer Campus which is the
last campus to open out of the 7 campuses.
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3. Strategic Focus and Plan
This section covers three aspects of strategy that influence the marketing plan: (1) the
mission/vision, (2) goals, and (3) core competence/sustainable competitive advantage of
Northcentral Technical College.
Mission/Vision
Northcentral Technical College’s mission statement is “Northcentral Technical College is the
customer-focused, accessible provider of innovative life-long learning that builds a globally
competitive workforce.”
NTC’s vision statement is “Northcentral Technical College: Building futures one community,
one workplace, one learner at a time.”
Based on research the NTC website, here’s how I would rewrite the NTC mission statement:
Northcentral Technical College is there for in order to help you learn the skills you need for
your life-long journey after school.
Here’s how I would rewrite the vision statement: Northcentral Technical College is going to
build the community, workplace, and leaner to the best that it/you can be.
Goals:
For the coming 2 years, this organization seeks to achieve the following goals against which
the company’s performance will be measured. (Financial goals have been deliberated omitted).
Nonfinancial goals:
1. To: Increase the College’s enrollments.
2. To: Build awareness and recognition.
3. To: Enhance the image and perception of the College.
4. To: Build loyalty.
5. To: Build the college’s reputation better than any other competitors
6. To: Make the education better than any of its competitors
Core Competency and Sustainable Competitive Advantage
In terms of core competency and a competitive advantage, Northcentral Technical College
seeks to achieve a unique ability to be accessible for everybody including flexible schedules
and online classes.
In my opinion, the most important thing that makes NTC unique above the competition is the
quality of teachers and the hands on learning. The quality of the teachers has helped the
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students learn the most they can, and they get the most out of the students. The hands on
learning helps students prepare for experiences that they might see outside of school.
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4. Situation (SWOT) Analysis
Internal strengths of Northcentral Technical College:
 Caring, supportive faculty
 Affordability
 Exceptional job placement
 Transfer/ Articulation
 Variety of times to take classes during the day
 Positive attitude towards the learning experience
External favorable external factors (opportunities) of Northcentral Technical College:
 Partnerships to increase enrollment
 Stronger relationships with local businesses
 Offering classes to high school students
 Able to reach many high students because NTC serves 10 different counties
Internal unfavorable factors weaknesses of Northcentral Technical College are:
 “Just the tech”
 Second choice option (seen as not as good as a four-year degree)
 Waiting lists
 Older technology
 More classes without an instructor in the room; teaching through the T.V.
External threats that Northcentral Technical College faces are:
 Decreased state funding
 New technology = Increased costs to keep up
 UW-Wood County being a 2 year (more superior than NTC,) very cheap to attend
 Most of the time, wages for jobs after going to NTC not as high if you were to go to a
college
In my opinion, the main internal strengths of Northcentral Technical College are the
affordability, and variety of times to take classes during the day. In today’s time money is hard
to come by, but offers a cheap education to improve yourself, and the variety of class times
allows people to work and still be able to go to school.
In my opinion, the main internal weaknesses of Northcentral Technical College are that it is
“Just a tech,” and it is considered a second option. Many people don’t consider a technical
college as they would compared to a 4-year college.
In my opinion, the most favorable external factors (opportunities) for Northcentral Technical
College are that it offers high students college courses. This gives students the opportunity to
see what a technical college is all about and gives them credits at the same time.
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In my opinion, the biggest external threats that Northcentral Technical College faces are
decreased state funding and new technology means more cost. Since the state funding it going
down NTC won’t be able to offer the opportunities to college students as well as the high
school students. Also, if they have to get new technology then that means cost will go up
which in turn might make the price of tuition to go up.
Industry Analysis: Trends in Technical Colleges and Adult Education
Here are three recent national and local trends currently happening in adult education industry.
1. Demographic
The growth of the “Boomer” population (age 47-64) and the emerging trend of encore careers
within this age group will have direct impact on the student population at NTC. While the
“Boomer” population is growing, high school enrollments are on the decline. However, this
trend is expected to reverse in 2011as the number of births in Wisconsin shifts upward. A
growing minority population in the District will have a direct impact on the College and its
programs and services. Two more higher education tends are:
1. The enormous challenge facing global higher education in the next decade is the uneven
distribution of human capital and funds, which will allow some nations to take full advantage
of new opportunities while others drift further and further behind.
(http://www.universityworldnews.com/article.php?story=20090705084428637)
2. As a result of the ability to communicate globally and the information explosion, education
must change. Most educators might not want to change, but the change is coming—it is a
matter of when not if. The challenge is to prepare the children of today for a world that has yet
to be created, for jobs yet to be invented, and for the technologies yet undreamed.
(http://www.itari.in/categories/futuretrendsineducation/FutureofEdu-Tech.pdf)
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“COMPETITORS” IN OUR INDUSTRY:
Primary Competition:
 Private – For Profit Colleges and Universities

Globe University
Other Competitors:
 UWSP (4-years)
 UW Stout (4-years)
 Other technical colleges
 UW-Wood County ( 2-years)
 UW Eau Claire ( 4-years)
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5. Market-Product Focus
.
This section describes the five-year marketing and product (service) objectives for
Northcentral Technical College and the target markets, points of difference, and positioning of
the products offered.
Marketing and Service Objectives
Northcentral Technical College’s marketing intention is detailed below.
 The objective is to sell more of these current products in current markets (market
penetration): gain more students in program areas with declining enrollment.
 The objective is to sell these new products in current markets (product development):
enroll existing students in online and flexible learning options.
 The objective is to sell these current products in these new markets (market
development): to enroll more recent high school graduates in associate degree and
technical diploma programs.
Add 2 new products/programs/courses that NTC should develop that do not already exist
1. An environmental science degree
2. Add a bachelors degree in some programs if not all
NTC should add these things because it will reach a more diverse amount of people. This way
more students might come to NTC and it will make them that much better over their
competition.
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Target Markets
Geographic Market
The primary geographic market is the NTC district, which covers all or portions of 10 counties
including Marathon, Lincoln, Taylor, Price, Langlade, Menominee, Clark, Portage, Shawano,
and Waupaca.
Customer Analysis: Here are the characteristics of the customers expected to buy this
organization’s products.
Demographically, this company’s products are purchase by consumers who are:
 Primary:
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
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Recent high school graduates
Returning adults
Dislocated workers
 Secondary:
 Middle school students
 High school students
 Parents
 The average age of the NTC student is 34, with 65 % of students age 25 or older. Average
age of students in associate degree or technical diploma: 22
 One in 11 residents over the age of 18 in the 10-county district, enrolled in NTC courses
last year.
 The NTC student population is becoming more diverse with just over 8% represented as
members of an ethnic minority group.

In my opinion the primary target market or market niche of this organization is men or
women over the age of 22. This is the main target market because over 65% of students
are at least 25 or older.

In my opinion the secondary target market or market niche of this organization is men
or women under the age of 21 because these are students that in the future they might
want to attract to NTC.
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Points of Difference/Positioning
The “points of difference”—or top characteristics that position Northcentral Technical College
as better than the competition.
Insert the Top 10 Reasons to Attend NTC
1. Everyone’s doing it
2. Affordable tuition
3. Location
4. Accessibility
5. Choices
6. Start your bachelor’s degree at NTC
7. Job Placement and Satisfaction
8. Qualified, Experience Faculty
9. Employability
10. Social Activities
In my opinion, the most significant difference between NTC and the competition is the
affordable tuition because in today’s society most people are tight with their money.
When you only have to pay $100 a credit it makes getting your degree cheaper and life
easier on people.
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6. Marketing Program
The four marketing mix elements of the Northcentral Technical College marketing program are
detailed below. These strategies will be used to carry out the objectives stated in this Strategic
Marketing Plan.
Tactics
Focused Marketing*
For focused marketing efforts, the Marketing & Public Relations Team will meet with the
appropriate individuals/teams to develop a program/initiative marketing plan that is aligned
with the College’s overall strategic marketing plan.
Target Market
The target market for focused marketing efforts will vary by the initiative.
Objectives
 Increase the number of inquiries for the program/initiative
 Increase the College’s FTE and/or Headcount enrollments in the program/initiative
 Build awareness of the new program/initiative
 Additional objectives will vary depending on the initiative
Strategies
Strategies will be developed with the program/initiative team and other appropriate individuals
based on the program/initiative marketing plan and the target market(s).
* Examples may include Weekend College, regional campus expansion, new program
marketing, etc.
Advertising
Objectives
 Increase number of inquiries for the College
 Increase the College’s FTE and headcount enrollments
 Build awareness and brand recognition
Strategies
Timing
The timing of the campaigns corresponds with the fall and spring enrollment periods. The fall
campaign runs from the end of July to the beginning of September and again in the late
September/early October to promote late start opportunities. The spring campaign runs from
the end of December to mid-January and again in February to promote late start opportunities.
Location
The campaigns focus on the geographic regions surrounding NTC’s campus locations: Antigo,
Medford, Merrill, Phillips, Spencer, Wausau and Wittenberg.
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Product Strategy
Product Line:
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Associate degrees
Technical diplomas
Certificates
Customized training
Continuing education
Promotion Strategy
Key promotion strategies include:
 Internet
 Website
 Social Networking Facebook, Twitter, YouTube
 Advertising
 Television
 Radio
 Outdoor
 Direct mail
 Grassroots

Students testimonials
 Public Relations
www.www.ntc.edu Website Objectives
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Build new CMS (content management system) website with new Web 2.0 features
Position NTC as a college that serves each target audience in a unique way that is relevant
to their needs, reducing the “one size fits all” approach
Increase online sales by developing new “Program/Certificate” section that will provide a
richer experience and interest to increase headcount and FTE’s
Continue to condense web content and add images as necessary to engage current and
prospective students
Continue to be ADA Compliant
Continue to promote real-time curriculum
Two strengths of the NTC’s website are:
 It allows students to see their homework assignments and grades
 It provides a large variety of information that lots of different people can use
Two recommendations for improving NTC’s website are:
1) Adding taped classes on the website so if students miss a day they can still
watch their class
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2) Provide specifics about each class that students can take
Social Networking: Facebook
 “Giving people the power to share and make the world more open and connected,” is
Facebook’s mission. The website goes on to state, “Millions of people use Facebook
everyday to keep up with friends, upload an unlimited number of photos, shore links
and videos, and learn more about the people they meet.”
 This social networking outlet will be utilized to connect current and future students
with faculty, staff and each other. Enabling NTC to engage in a two-way conversation,
Facebook will be both an outlet for the College to communicate to students and a
means for collecting direct feedback.
 An organizational page, www.facebook.com/www.ntc.edu, was created for the College
in October 2009. This allows the College to connect with students who “become a fan”
or “like” NTC with event announcements, employment opportunities, news stories,
photos, etc. Facebook also allows organizations to advertise to a target audience on a
pay-per-click basis.
Two strengths of the NTC’s Facebook page are:
 Allows students to see employment opportunities, new stores, photos, etc.
 Allows students to get to know each other better
Two recommendations for improving NTC’s Facebook page are:
1) Consider adding homework assignments for classes to facebook, homework
updates
2) Have an advertisement pop-up from a certain target market
Mass Media
To build awareness of the NTC brand while driving inquiries and applications for enrollment,
mass media campaigns are implemented for key enrollment periods.
Television
Local spot television and cable television are primary media that are utilized for market-wide
penetration with the primary and secondary target markets. The television media buy consists
of three to four-week flights leading up to fall and spring enrollment. Media buys are selected
based on primary target market preferences and typically include morning and evening news,
daytime programming and prime time programming.
My recommendation is to advertise on this broadcast station, during these 2 television
shows, at these days/ times:
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1. News Channel 13- Monday through Friday 5:00 pm
2. News Channel 9- Saturday and Sunday 6:30 am
Radio is a primary media, as it allows NTC to have market-wide coverage with the primary
target market. The radio media buy consists of three-week flights leading up to the Fall and
Spring enrollment periods, as well as a two-week flight promoting late and rolling start
opportunities. Media buys are selected based on the primary target audience and typically
include varying day parts, with the emphasis on Monday – Friday, 10:00 a.m. – 3:00 p.m. and
3:00 p.m. – 6:00 p.m. and 7:00 p.m. – 10 p.m.
Desired Placement:
 WIFC 95.5
 WDEZ 101.9
 WBCV 107.9
 WKEB 99.3 (Medford)
 WACD 106.1 (Antigo)
 WCQM 98.3 (Phillips)
 WAXX 104.5- Monday through Friday, 5:00 pm
 WYTE 106.5 Monday through Friday, 7:30 am
Billboards are selected for their mass appeal in the market and to allow for district-wide market
penetration. A one-month campaign coincides with the Fall and Spring enrollment periods.
Billboard locations are selected based on availability and proximity to campus locations.
Desired Placement:
 Wausau Metropolitan
 Antigo
 Medford/Phillips
 Merrill
 Spencer
 Wittenberg
 Highway 29, outside of Wausau
 Highway 13, north of Marshfield
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Print
Black and white print ads may be utilized to augment specific initiatives.
Desired Placement:
 Wausau Daily Herald
 Antigo Daily Journal
 Wittenberg Enterprise – Birnamwood News
 Merrill Foto News/Merrill Courier
 Phillips Bee/Park Falls Herald
My recommendation is to advertise in these 2 newspapers.
1. Marshfield News Herald
2. TRG (Loyal)
Public Relations
Objectives
 Improve the perception of NTC as a top tier higher education institution
 Improve the perception that district tax dollars are being used effectively
 Create regional media interest using the “mentor” story idea
 Communicate and create an understanding of the NTC “mentor” story among faculty and
staff
 Give dislocated workers hope and options for successfully returning to the workforce
 Position NTC regional locations as resources for information involving educational topics
Faculty Involvement
 Develop a program to help faculty and other members of the learning team actively become
involved with prospective students.
Activities:



Campus visits
Seeking opportunities for faculty to offer credit training on high school campuses
Speaker’s bureau of subject matter experts available to the NTC District
Media
NTC continues to foster relationships with key media contacts to continually promote NTC a
resource for media topics. Story ideas that promote the mentor story will be used throughout
the NTC District, each with a regional focus.
Story Topics may include:
 Grant programs
 Student stories
 Partnerships with local businesses
 New programs and services offered
 How NTC is working to better communities
 Diversity of students served/ college demographics
 New workforce needs
 Prices of classes and programs
 Improvement of the college, new technology for example
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7. Financial Data and Projections
Note: Confidential financial data has deliberately been omitted from this report.
Past Sales Revenues
Historically Northcentral Technical College has had a steady increase between 7 % and 20 %.
o Projections

One year financial projection to serve 3,750 full-time students.
Budget
The Marketing budget supports the objectives of the overall marketing plan and includes
allocations for media, collateral materials, promotional materials and WTCS dues and research.
The budget portion of the marketing plan is updated annually based on available resources and
the strategic initiatives of the College. Budget information is subject to change based on new
and/or unplanned initiatives.
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8. Organization
A portion of Northcentral Technical College’s Organizational Chart appears below. As you can
see, Susan Ryman, our contact person, reports directly to Katie Felch, Director of Marketing
and Public Relations.
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9. Implementation Plan
This Implementation Plan shows how the company will turn this Strategic Marketing Plan
objectives and goals into results.
Schedule for Implementing Strategies described in this Plan
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10. Evaluation
Assessment of marketing and public relations activities allows the Marketing & Public
Relations team to benchmark the effectiveness of tactics to help guide future goals and
objectives and the utilization of resources. The following measurement tools are in place:
Web Tracking
By utilizing Google Analytics, we can evaluate how key campaigns and initiatives impact Web
traffic and registration. Through Facebook Insights, we can evaluate how many “fans” visit the
NTC Facebook page each week, the demographics of our “fans,” how many interactions we
have each week and more.
Inquiry Tracking
The MPR team maintains a Microsoft Access database with student demographic information.
Within the database, trends and analysis can be completed on criteria including program, age,
geographic area, etc. Data is analyzed after key initiatives and campaigns and is utilized
extensively by some learning divisions.
FTE/Headcount Enrollment Trends
College progress toward the goal of 4-4-4 and growth in FTEs and headcount provide an
indirect indicator of marketing and public relations success.
Community Visits
Community visits conducted by the President and College staff provide anecdotal feedback on
the image and perception of the College, which is then utilized and analyzed by the Marketing
& Public Relations team.
Research
Routine research is conducted to evaluate awareness, image and perception of the College. A
research study with Appleseed will be conducted in Summer 2010.
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