Marketing plan final presentation

OBJECTIVES -To raise awareness of IMC@SLC to students and parents.. - Show the benefits of the program to students and parents -Get ten new applications for the 2014 program by mid- to l

IMC@SLC

Marketing Plan

OBJECTIVES

-To raise awareness of IMC@SLC to students and parents

- Show the benefits of the program to students and parents

-Get ten new applications for the 2014 program

by mid- to late- september

Segmentation

Consumer Behaviour

Psychological - Hierarchy of needs

Social- reference groups

Target Market- Geographic

Areas- Sutton Mills, Westwoods,

Sunnyside

Schools- Kingston CVI, Loyalist CVI, Frontenac SS, Bayridge SS

Target Market- Demographics

Gender

Age

Language

Ethnicity

Income level

Target Market-Psychographics

Interests- Computers, Post-secondary, Social Media

Target Market- Socialgraphics

Reference Groups: Peers, Family

Social Class: Middle-Class, Upper Class

Competitive Analysis

Unique Selling Proposition: 7 credits, Post-secondary experience

Product

Product Mix- Range of focus programs

Current Branding- Dual Credit PASS branding

Consumer good status- Specialty service, High Quality

Product life cycle: Maturity-Decline Stage

Promotion

Shotgun/Rifle Strategies: Shotgun(Posters) Rifle(Postcards, Facebook)

Advertising: Posters, Postcards, Facebook Sales Promotion: Free items

Promotion- Continued

Guerilla- Information Sessions

Selling- Alumni experiences

Public relations- Website, Twitter, Youtube

Branding

Brand Name- IMC@SlC

Slogan- Get out of high school and get into life Brand Image: Fun and exciting

Branding- Logo

Budget

Timeline