Executive Summary

Executive Summary

University of Hawai‘i Community Colleges

Integrated Public Relations and Marketing Plan

Market Overview

UH Institutional Research Office projected UHCC student enrollment to increase very

slowly through 2012, an annual average rate of about 0.5%.
- Little growth over first-time freshmen may be anticipated.
- Going rate of public high school students into UHCCs has been about 22.5% to 23%.
- First-time students from U.S. mainland and foreign countries may increase moderately.
- Transfer and returning enrollment shows greater growth potential.
- Increases in tuition rates go into effect Fall 2006, which may have an impact on UHCC
enrollment.
- Hawaii’s economy remains robust and unemployment rates continue to remain low.

Lingering misconceptions of the community colleges continue to penetrate our

marketplace.
- Hawaii students over estimate the cost of in-state 2-year college tuition by over 7
times; parents over estimate by over 17 times.
- Hawaii residents (51%) feel that a college education is helpful but not a
requirement in today’s job market.
- 94 percent of respondents in a national survey said “quality of instruction” was
either “important” or “very important” to them in selecting a college, yet only
2.88 percent indicated that this was a reason people would attend a community
college.
- Perception that an associate’s degree provides a “low-end” education and the
belief that a “four-year degree means greater pay” were top reasons why someone
wouldn’t choose to attend a community college.

[Sources: GEAR UP Hawaii survey; Omnitrak for Hawaii Business Roundtable and Pacific Resource
Partnership survey; Sandra Golden & Associates national survey on community colleges.]

Integrated Public Relations and Marketing Plan 1

Executive Summary

Goal

Our goal is to increase awareness of the University of Hawaii System of community

colleges that offer students more choices, more access and more opportunities.

Objectives

- Improve the perception that the UH Community Colleges are quality institutions
offering students value and opportunity for their educational dollar.
- Increase the community colleges’ total enrollment by 5% each year, for the next
three years.

This plan also focuses on increasing donor and community support, as well as building
relationships with all internal and external constituencies.

Audience

Primary Audience: Hawai‘i Residents

In light of available market data and internal statistical data, the primary target has been
segmented into three main audiences with sub-groups.

1. Individuals, ages 16 to 25 (promote undergraduate, liberal arts, transfer and

career/technical training programs)
Sub-group A: All high school students, juniors and seniors
Sub-group A-1
ƒ High achievers, honor students (promote Running Start, early
admission programs, liberal arts transfer programs)
Sub-group A-2
ƒ Academy or career pathway students (promote career/technical
programs)
Sub-group B: Non-traditional students who have been out of school for a few
years but want to return to complete their education.

2. Individuals, ages 26 to 54 (promote undergraduate, liberal arts, transfer and

career/technical training programs)
Sub-group A: Working adults looking to either change careers or enhance skills
Sub-group B: Adults with a baccalaureate degree looking to change careers with
hands-on training.

3. Individuals, 55 and older (promote liberal arts and noncredit programs)

Subgroup A: Working older adults preparing for retirement and considering a
second career.
Subgroup B: Retirees wanting to pursue a passion or feed a curiosity.

Integrated Public Relations and Marketing Plan 2

Executive Summary

Secondary Audience: Influencers of prospective students

1. Parents
2. Friends
3. Counselors
4. Employers

Tertiary Audience:
1. Media
2. Analysts
3. Experts

Overall Strategy

Utilize new technologies and the Internet to capture the attention of our targeted market
groups and bridge the unique, diverse campuses as a system of community colleges.

Strategy 1: Image Building

Convert ‘swing’ residents, those who were somewhat positive about UHCC, to become
more positive toward UHCC.

Action 1:
Conduct an internal campaign to encourage faculty/staff/administrators to
purposefully seek recognition for their outstanding programs, services, students,
etc. from third party organizations.

Action 2:
Establish a UHCC Speaker’s Bureau comprised of Chancellors, CC faculty and other
experts to speak at monthly meetings of the Rotary Clubs, Chambers of Commerce,
neighborhood and business associations, community groups, schools and other
outreach opportunities.

Action 3:
Compile a list and brief descriptions of all UH Community Colleges’ community/
business/university partnerships by individual campuses and/or collectively as a system
of community colleges. Use this information to promote the CCs through various
communications.

Action 4:
Research and compile student success stories and testimonials for distribution to media
outlets or publishing on Websites, college catalogs, newsletters and other
communications.

Integrated Public Relations and Marketing Plan 3

Executive Summary

Action 5:
Research and compile a list of influencers, experts, media and analysts that may have
an impact on our target audience’s decision-making process in choosing a college.

Action 6:
Research, review and compile any Websites that contain information about your
college, such as college search sites. Make sure the information is up-to-date and
accurate.

Strategy B: Viral (Internet) Marketing

Drive target audience to UHCC marketing Website by developing a message that would
encourage users to forward it to their friends.

Action 1:
Develop and maintain a very interactive, “cool” UHCC Website to host
information targeted to prospective audiences.

Action 2:
Develop an online game/song/video, activities and information that people would
find “cool,” fun and interesting enough to pass it along to their friends and
colleagues.

Action 3:
Develop and monitor blogs that are written and maintained by current students,
incoming students, faculty, or staff to engage prospective students or parents
through two-way communication.

Action 4:
Develop microsites to align with T, print and e-mail ad campaigns to reach
targeted audience, creating a seamless online experience.

Microsites are more than just a landing page.

A microsite, if used to its full potential, can:
• Provide a myriad of marketing opportunities;
• Be a doorway for search engines;
• Integrate traditional marketing campaigns;
• Or, a targeted site for specific college programs and/or services.

Examples of ad campaigns utilizing microsites and viral marketing tactics.

“Life Takes Visa”

Campaign launched during the 2006 Winter Olympics.

[Source:
http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=44998]

Integrated Public Relations and Marketing Plan 4

Executive Summary

Strategy C: Advertising Campaign

Persuade and/or influence our targeted audience to choose the community colleges as
their entry to higher education.

Action 1: Interactive Cable Advertising

Draw viewers to access more information about the community colleges through
Oceanic Time Warner Cable’s interactive digital component or by having viewers
log on to our Website.

Action 2: Co-marketing Advertising

Build consistent presence for the Community Colleges while aligning ourselves
with respected, top-brand corporations or associations.

Action 3: Pay-per-click advertising

Increase traffic flow to UHCC Website and individual community college
Websites by purchasing pay-per-click or registering key words with search
engines.

Strategy D: Distribution of community college information

Prepare and distribute printed UH Community Colleges information to build awareness

and increase visibility.

Action 1: Brochures
Produce and distribute brochures that are appropriate for different segments of
our audience.

Action 2: Annual Report

Produce and distribute an annual report of the UH Community Colleges that
contains a systemwide highlights, points of pride, data and facts.

Action 3: Advertising Specialties

Produce and distribute various advertising specialty giveaways that contain quick
and easy information about the community colleges (i.e., Website, list of colleges,
etc.)

Action 4: Public Relations Kit

Prepare a packet of information to be distributed at marketing and public
relations media events.

Action 5: Marketing Kit

Prepare a marketing kit that contains an easy to install, highly visible, compact
exhibition display for point-of-contact distribution of informational materials.

Integrated Public Relations and Marketing Plan 5

Executive Summary

Evaluation and Assessment

We propose to evaluate and assess the effectiveness of each of the above marketing
actions by utilizing various methods on a regular basis.
• Mini surveys, response cards, evaluation forms.
• Track “call to action” responses in all advertisements.
• Track Website and microsite hits and page views.
• Conduct pop-up surveys on Websites.
• Analyze institutional data related to enrollment, class registration and transfer.

Timeline

Essentially, we will use the first half of 2007 to develop the theme and creative concepts
for the first phase of our marketing campaign, including the development of Websites,
microsites, interactive components, printed collateral, video commercials, video vignettes
and print ads for launch in May 2007. First phase will run through December 2007.
The second phase of marketing campaign will be developed from June 2007 through
December 2007, and be ready to launch in January 2008 through December 2008.

Budget

This proposed budget is based on integrating interactive technology into our print
broadcast media communications.

Proposed budget for FY06-07 is $158,000, which includes the development phase of all
creatives and initial startup of Websites, microsites, and other interactive components.
Proposed budget for FY07-08 is estimated at $264,000, which includes the bulk of the
media purchases.
Proposed budget for AY08-09 is estimated at $288,000, which includes update of all
Web components and development of new creatives.

[See attachment 4.]

Integrated Public Relations and Marketing Plan 6