Seminole State UF FSU

AGENCY PHILOSOPHY 1

MEET THE TEAM 2

EXECUTIVE SUMMARY 7

SITUATION ANALYSIS 13

INDUSTRY ANALYSIS 14

COMPANY ANALYSIS 18

CONSUMER ANALYSIS 30

COMPETITOR ANALYSIS 36

RESEARCH 62

S.W.O.T. 70 MARKETING PLAN 75

INTEGRATED MARKETING COMMUNICATIONS 82

THE IMC PLAN & TOOLS 83

CREATIVE BRIEF 88

CREATIVE CAMPAIGN 90

CREATIVE OFFERINGS 96

MEDIA PLAN 113

BUDGET 127

PLAN EVALUATION 133

OTHER RECOMMENDATIONS 137

AGENCY PHILOSOPHY

So, you have this vision. Ever since you were young, you have dreamed of building your own brand and a business you could be proud of, but you were never really quite sure how you would get there. You have all the necessary components: a proactive team, a fantastic product and an innovative blueprint that will change the future of sales forever—but how can you possibly go about telling the world your story?

That’s where we come in. Here at ad[diction], inc., it’s not just about understanding you, our client; it is about understanding our client’s client. We would love the opportunity to sit down with you and pick your brain for hours about your ideal consumer. Once we have a grasp on your vision, we’ll take our background of sales and creativity coupled with knowledge of effective return on investment and turn your fantasy into a tangible return on reality. There’s never a vision we will turn away, because at ad[diction], inc., the challenge of the unknown is half the fun.

Close your eyes. Can you see it? Your blueprint is being mapped out before you, and it is certain to pave a smooth road towards achieving your dreams. The journey is just beginning…

1 MEET THE TEAM

Cassie Mestre/Account Executive & Researcher

“If there’s one thing I in advertising that I can’t do without, it’s proof. Raw data, evidence, numbers, explanations. As a child I always asked “but, why?” for everything and as the Account Executive for [ad]diction, inc. I assure you that all of our campaigns are backed up with evidence and practicality because we ask all the right questions.”

Cassie is a 21-year-old student and advertising professional from Miami, Florida. She was recently accepted into the Master’s of Advertising Program at the University of Florida where she is currently an undergraduate student majoring advertising. Cassie is also the UF French Club President and is fluent in French and Spanish. Apart from academics, Cassie is the current Internet Account Support for Reserve Life Nutrition, a supplement distribution company, where she is responsible for handling e-retail accounts such as Vita- minShoppe and Amazon.com.

2 Paige Wolke/Sales Promotion Manager

“[ad]diction, inc. has been myself and my group’s main priority for the past 4 months. Since we all have creative minds, proactive actions and determination to win the campaign I am 99.9% sure that we will be the team on top.”

Paige is a 20-year-old advertising major and anthropology minor from Long Island, New York. After graduating from the University of Florida in May she will move back to New York and work for either an advertising agency or magazine company. In her spear time Paige enjoys writing, watching Madmen and traveling.

Kelsie Johnston/Copywriter & Sales Promotion Representative

“The advertising program at the University of Florida has provided me with a lot more than just an education—it has taught me what it takes to be successful in the real world. With such a strong emphasis on professional communication and relevant work experience during my undergraduate years, I feel fully confident that [ad]diction, inc. will redefine the landscape of the advertising industry.”

Kelsie is a 21-year-old advertising major from Winter Park, Florida. After pursuing a Bach- elor of Science degree with a minor in communication studies from the University of Florida, Kelsie will graduate with honors this May. She will be moving to Manhattan after graduation, as she recently accepted a full-time position with Macy’s New York’s Merchant Executive Development Program.

3 Stephanie Lieblich/Copywriter & Creative Assistant

“I believe that the foundation of a groundbreaking creative campaign is one line of copy that inspires both art and emotion. When it comes to creative execution, I believe that less is more so long as your idea is powerful. As the Copywriter and Co-Art Director at [ad]diction, inc. I can promise you a campaign that goes above and beyond the competition.”

Stephanie is a 22 year old advertising student at the University of Florida. Stephanie is from Orlando, Florida. She was recently accepted into the Master’s of Advertising Program at the University of Texas where she will be doing a mixed master’s and creative/portfolio program starting in August 2013. Stephanie will be working this summer as an advertising intern at CRANK Communications and also serving at Logan’s Roadhouse in Orlando. Stephanie is passionate about coming up with the “big idea” and aspires to one day be a Creative Director.

Marissa Paniagua/Creative Director & Graphic Designer

“Designing graphics has always been something that influences and resonates with me. I am blessed that advertising allows me to combine my graphing design skills with messages that attract broad audiences across the world”.

Marissa is an advertising student at the University of Florida and an aspiring graphic designer from Nicaragua. She has the talent to communicate creativity and imagi- nation through design and visuals. Marissa designs with passion and love. She loves clean and minimalistic design. Marissa finds herself inspired by art, photog- raphy and music.

4 Elizabeth Garcia/ Media Manager

“As Millennials we have been the gift of power to change the world. [ad]diction, inc. is comprised of seven confident, self-expressive, liberal, upbeat and receptive Mil- lennials who are committed to paving a new and innovative road in the advertising industry.”

Elizabeth is a graduating senior at the University of Florida pursuing a degree in advertising with an outside concentration in business. Her interest in advertising stemmed from an extensive background with yearbook in high school. After graduation, she hopes to get a job in the advertising field.

Sara Harris/ Media Planner

“My favorite part about advertising is being able to create something behind a desk and seeing its effect on people across the state, country or world. Seeing what [ad]diction, inc. has come up with in this campaign makes me very eager to see how other people in Florida would react to it.”

Sara is a 21-year-old student studying Advertising from Tampa, FL. Sara is currently serving as a Marketing Captain for Dance Marathon at the University of Florida. She has also had intern- ships doing Social Media marketing and Advertising sales. After graduating this spring, Sara hopes to be working in Atlanta, GA doing marketing for a non-profit corporation.

5 6

[ad]diction, inc. has analyzed the success of Brevard Community College and discovered the actions that it should take in order to transition BCC into a strong state college and increase FTE’s. We have formulated a plan to solve the problem of how Brevard Community College can make the change into Eastern Florida State College while retaining current students and attracting the greatest number of fully enrolled students to the college as possible. The following plan is a suggestion for how Eastern Florida State College can become a leader in education in Florida.

SITUATION ANALYSIS

[ad]diction, inc. began our evaluation with a situation analysis. In this section we examine all aspects of the industry for community and state colleges. Through secondary research [ad]diction, inc. has gained knowledge of the community and state college industry, Brevard Community College, its current and potential market, and competition it will face when transitioning into a state college. This section serves to provide the client with information on their past and current state of well-being in the market.

INDUSTRY REVIEW

Community colleges were primarily established as part of twentieth-century American higher education, and the significance of the sector grew immensely between 1900 and 2000. BCC is currently in the top 2% in the country for the number of Associate of Art’s degrees earned. As BCC makes the transition into EFSC, it is important to note the difference between a community college and a state college, which is the offering of four-year bachelor’s degree programs.

8 PRODUCT EVALUATION

The product evaluation section analyzes the success of BCC in the market as well as its product characteristics and benefits. Strategic measures and related outcomes are analyzed to judge current performance of BCC. Performance requirements for becoming a state college are discussed. Pricing, distribution, and current advertising efforts are mentioned.

PROSPECT EVALUATION

[ad]diction, inc. has examined Brevard Community College’s current and prospective consumers. Demographically, current consumers are majority Caucasian, female, and part-time students. The target, or prospective consumer, is primarily 16-19 year old high school students applying to college for the first time. The secondary target consumers are 20-29 year olds who wish to go back to school and further their education.

We found through secondary research that 60% of the primary target market will choose to attend a four-year college. When BCC becomes EFSC it will be able to attract these students with their four-year bachelor’s degree offerings. Secondary research revealed that these students choose their college based on location, reputation, and employment opportunities after graduation.

We also identified five psychographic groups using secondary research. These groups include: conscientious achievers, social extroverts, anxious go-getters, inquisitive introverts, success experts, self actualizers, cyber-students, perpetual students, and late transitioners.

9 COMPETITIVE ANALYSIS

The competitive analysis includes an evaluation of Brevard Community College’s competitors. BCC has both direct and indirect competitors in the community and state college industry. EFSC will compete on a wide level with all of the community colleges, colleges, and state colleges in Florida. The Florida College System currently has a total of 26 colleges: 8 community colleges, 8 colleges, and 12 state colleges. Their direct competitors are those who have increased their FTEs and offer feeder-programs to the University of Central Florida, as does BCC. These colleges are Seminole State College and Valencia State College. BCC’s indirect competitors are the other colleges in Florida that offer feeder-programs to UCF, but who have seen a decrease in FTEs. PRIMARY RESEARCH

[ad]diction, inc. also conducted primary research in order to gain a better understanding of the prospective target market. We surveyed current high school students looking at colleges, newly graduated high school students that were in their first year of college/university and those already enrolled in a Florida community college. The survey was conducted online through Qualtrics.

The most valuable discovery we made is that general information, financial information and specific program information are the three areas that EFSC would benefit the most from promoting.The most valuable 4-year degrees to our target market are business and psychology, so EFSC would benefit greatly from offering these majors. One obstacle for the new state college that was presented is that the average number of schools a prospective student considers when choosing a college is 5, so EFSC will need to use every tactic they have to be the ideal choice for this market.

10 INTEGRATED MARKETING COMMUNICATIONS

[ad]diction, inc. formed the following integrated marketing campaign that we believe will make EFSC the first choice in full-time higher education in the state.

ADVERTISING We have developed a campaign which will increase awareness of the new college, EFSC, and encourage serious consideration of the college by the target market when choosing where to go for higher education. Our campaign will include traditional print advertising, online mediums, and radio.

CREATIVE OFFERINGS This section includes creative strategies and objectives as well as creative executions. The objective of our creative strategy is to make the consumer believe that Eastern Florida State College can help them reach their goals and give them the college experience they desire. The tone of our advertising campaign is professional, simple and inspirational. It is non-exclusive; it will appeal to any age or motivation for seeking education. It will be executed primarily in print. The slogan guiding the campaign is “We’ll Get You There.” This slogan sends the message to the target market that no matter what their goals, EFSC can help achieve them. OTHER RECOMMENDATIONS

[ad]DICTION, inc. also suggested other elements of the campaign not included within our budget. This includes a change to the EFSC athletic logo/mascot, website re-design, social media groups, a suggested TV spot and public relations (specifically a local newspaper press release).

11 12

Brevard Community College belongs to the Florida College System, previously known as the Florida Community College System, which is the primary point of access to higher education in the state. It is comprised of 28 public community colleges and state colleges, consisting of over 900,000 students. The name change from BCC to EFSC came in 2009, when the Florida Legislature noted the fact that some of the institutions were now offering 4-year degrees.

The Florida College System boasts impressive statistics such as 65% of Florida’s high school graduates seeking postsecondary education at one of their institutions. Additionally, half of the 28 colleges were honored by Aspen Institute for outstanding academic and workforce outcomes in both absolute performance and improvements over time.

Of the over 900,000 students that comprise the Florida College System, 39% are full-time students and 61% are part-time students.

14 The following are the 28 member institutions that make up the Florida College System:

Source: The Florida College System

Compared to other southern states, Florida ranks 1st place in degree/certificate production at around 85,000 per year. Although Texas, with 75,000/year, produces more certificates, Florida ranks 2nd in certificate production, and 1st in associate degree production. North Carolina is third with almost 40,000 and Kentucky is fourth with just over 20,000.

Not only does the Florida College System provide a great opportunity for its students to receive an education, but also gives them the financial backing to do so. With many generous donors and supporters, the Florida College System awarded $847,000 in scholarship funds at the beginning of the 2011-2012 academic year.

15 Another segment of the industry is the State University System of Florida, which together with the Florida College System, makes up Florida’s system of public higher education. The State University System of Florida, or SUS, is a system of 12 public universities in Florida with over 320,000 students. Colleges and Universities in the State University System of Florida • Florida A&M University • Florida Atlantic University • Florida Gulf Coast University • Florida International University • Florida Polytechnic University • Florida State University • New College of Florida • University of Central Florida • University of Florida • University of North Florida • University of South Florida • University of West Florida

The SUS boasts prestige with its impressive statistics such as an average high school GPA of 3.7, employment to 45,000 people, and a bud get of $4.1 billion.

16 AN INTRODUCTION TO FTE’S:

According to a document from the Whitehouse Management and the ability to convert to state universities. Brevard is one of the Budget, FTE is an acronym that stands for “Full Time Equivalent.” 16 community colleges that is being converted and will be called An FTE is a ratio, which is calculated with the total hours worked Eastern Florida State College. Tax payers in Florida are the ones in a job divided by the number of hours in a full-time schedule. In who want to see that their money is going to something that will college terms an FTE stands for “Full Time Enrollment.” This num- improve and create jobs in Florida. Over the course of 5 years ber does not reflect the number of hours or credits one is enrolled EFSC has agreed to pay back the $90 million grant that has been in college but rather a simplified count of hours conducted by full- given to convert the community colleges into state universities. time and part-time students. 12 credit hours per semester is con- The unit that will determine if EFSC has met their goals and prom- verted into 1 FTE/ Full Time Enrollment. For example if EFSC has ises to tax payers and the state of Florida will be the amount of 4 students that are enrolled in 42 credits for the fall semester, that FTEs they have accumulated over the five-year time span. The would result in 3.5 FTEs. By dividing the number of total credits for true indicator of the success will be the amount of credits that each of the students by 12, which constitutes 1 FTE, you get the are acquired each semester by students are enrolled there. This total FTE’s of the 4 students. means that full-time enrolled students, those who are taking more than 12 credits per semester, will be more valuable to the cam- FTEs are a crucial part to the campaign because it is the means paign than part-time students, those who are taking less than 12 of measurement to determine if EFSC has reached its goal. The credits per semester. Grow Florida Program has granted 16 out of 28 colleges in Florida

17 CLIENT/FIRM SUMMARY

Brevard Community College is a result of two junior colleges merging together in 1963. Brevard Junior College was a co-ed, two-year college for students who had graduated high school, and the classes met in a local high school building. The second, Carv- er Junior College, was a two-year college for African American students. Before long, the two schools merged, and they moved to the current campus location in Cocoa, Florida. Brevard Community College (BCC) now covers 544 acres with its four different campuses. This is the home to 28,000 students who take classes each year at Brevard. BCC was one of the first colleges to offer a two-year Associate’s Degree online, and the number of Associate of the Arts (AA) degrees earned at BCC is among the top 2% in the country. Cocoa Campus Map Brevard has a Direct Connect program with the University of Central Florida (UCF), which makes it easy for students with their AA degrees to transfer their credits to UCF and get a Bachelor’s degree. Students can get their AA in applied science, science and the arts. There are many different programs under each category

18 that students can earn their degree in. Students can also get applied technology diplomas in fields such as Dental Assisting, Emergency Medical Technology and Medical Clinic Laboratory Technology (Our History and Mission, 1).

Brevard Community College’s mission statement is, “Brevard Community College is committed to engaging our diverse population in quality, accessible learning opportunities that successfully meet individual and community needs.” They do this through offering various programs, certificates, workshops and activities on their campuses.

Brevard offers many athletic programs such as baseball, basketball, golf and tennis, just to name a few. They also have intramural sports so students can play for fun in their spare time. Athletic Di- rector Jeff Carr states, “We have great coaches and opportunities within our athletic department.” Such programs go to show that BCC allows many more growth opportunities for students than strictly academics.

They also have many different clubs to offer students at each campus. From The Green Team at the Cocoa campus to the Dance Club at the Palm Bay campus, there is something for every Phi Theta Kappa at the Cocoa Beach Campus student to get involved in while they are at BCC.

Brevard Community College also offers an Honors Program to their students. This avenue offers a way for the students to challenge themselves academically and feel more accomplished by the time they

19 graduate. This program is for full and part-time students. You can apply for the honors program as an incoming student, or after you have already taken 12 credits (Our History and Mission, 1).

Additionally, Brevard Community College offers Study Abroad opportunities that many students show a fervent interest in. Over the summer term, students may study abroad for a short period of time while taking a certain class. For the 2013 trip, they are traveling to Belize to study Tropical Ecology in May. Study Abroad is a facet of the college experience that not many community colleges have the resources to offer, so the fact that BCC can provide its students with this opportunity put them in the head of the game as a market leader for Florida schools. Florida Future Educators Club at the Cocoa Beach Campus

Brevard has a number of organizations and opportunities that other four-year colleges also possess so students can still maintain a genuine college experience while getting their AA degree. This gives students the opportunity to make an easy transfer to UCF or another university without it being too much of a change. Brevard is there to help the students with any questions they may have or any guidance they may need, which helps foster a positive school environment where the students are motivated and encouraged to succeed (Our History and Mission, 1).

20 PRODUCT HISTORY

Brevard Community College is a two-year, co-educational, public- ly supported post-secondary institution. The label of a community college applies to institutions which offer “six-month vocational diplomas; one- and two-year vocational, technical, and pre-professional certificates; and two-year programs of general and liberal education leading to an associate degree.”

Community colleges were primarily established as a part of twentieth-century American higher education. Public institutions repre- sent the majority of community colleges, although two-year colleges may be public, private, proprietary, or special purpose. By the end of the twentieth-century, two-year college enrollment reached 5,743,000 students. Ninety-six percent of these students attended public community colleges, such as Brevard Community College. state college offers more four-year bachelor degree programs The significance of the public community college sector grew im- than community colleges. When BCC becomes East Florida State mensely between 1900 and 2000. As community colleges began College (EFSC) in 2013, important changes will take place. to develop, name specifications and the missions of the institutions became confusing as a wide array of types of institutions However, one thing about the College will not change: it’s mission. came into existence (community colleges, junior colleges, techni- EFSC will still have the same community college mission that it cal colleges and technical institutes, for example). had as BCC. It will continue to offer more than 100 two-year associate degree and certificate programs. BCC has six different CHARACTERISTICS schools which offer a variety of AS, AAS, and ATD degrees: aerospace, criminal justice, health science, nursing, Community colleges provide at most a two-year degree such as public safety, and continuing education. Currently, an associate of arts, associate of science, associate of general their most popular degree is the Associate of studies, associate of applied arts, or associate of applied science. Arts degree. The difference between a community college and a state college, a transition that BCC will be making in the near future, is that a

21 The College’s mascot, the Titans, will also remain the same. The initial change that will be made within the institution is that it will BENEFITS AND PERFORMANCE begin to offer a Bachelor of Applied Science Degree in Organi- zational Management with two concentrations—general manage- BCC offered many benefits as a two-year institution that they will ment and health care management. A new logo will be designed to continue to offer as a four-year institution when they become East reflect the new name and expanded mission of the college. Florida State College. They have been recognized for quality in instruction, organization, and innovative, leading-edge programs. As previously mentioned in our client summary, they were also one of the first community colleges in the US to offer the online Associate of Arts degree program.

Their Direct Connect program with the University of Central Flori- da also offers a unique benefit to students. As mentioned, through this program students can transfer their Associate Degree credits from BCC to UCF’s Baccalaureate program with guaranteed admission. This partnership also gives BCC students additional access to facilities and services, with the BCC/UCF Joint-Use Li- brary located on the BCC campus. This library is one of the most technologically advanced learning resource centers in the US.

Nationally, BCC ranks 19th in awarding associate degrees among more than 1,200 community colleges. They also rank 13th in awarding associate degrees in science technology. They are ranked 68th in awarding associate degrees to African-Americans and 76th in awarding associate degrees to minorities. BCC consistently ranks at the top among Florida community colleges in regards to graduation rates.

22 Below are listed strategic measures and related outcomes used to analyze the performance of two-year institutions:

Strategic Measure Outcome National Rank Among National Rank Among

All Colleges Large Public Colleges Percentile Percentile

Graduation + transfer rate 53.3 % 70th 91st

First-year retention rate 86.9 % 77th 66th

Cost per student (FTE) $7,568 26th 39th Cost per completion $30,740 14th 3rd

Completions per 100 FTE students 25 76th 94th

Cost of attrition * $2.0m N/A N/A

Student loan default rate 8.9 % 45th 36th Salary to Cost Ratio 101.2 % 92nd 93rd

As far as future performance, BCC’s transition to a state college means that they must meet regional and statewide requirements regarding workforce needs, as well as local workforce needs. When they begin offering four-year degrees they will have to expand their mission to meet these requirements.

23 PRICING When Brevard Community College becomes Eastern Florida State College, tuition will continue to be set by the state of Florida. Current hourly pricing at BCC varies by the type of resident and pro- Two-year associate degree courses will continue to be set at the gram. For Fall 2012-Summer 2013 pricing is as follows: community college level. The new four-year baccalaureate degree courses will have tuition set at the state college rate, not the state university rate. TYPE OF DEGREE RATE PER DISTRIBUTION HOUR AA/AS DEGREE Enrollment and course distribution at Brevard Community College is both on-campus and online. BCC has four campuses, spread Resident $102 out along the space coast and Brevard County area of Florida’s Non-Resident $374 east coast. The on-campus locations are offered in the cities of Cocoa, Melbourne, Palm Bay and Titusville. Their main campus is Brevard County Public School Teachers $97 Cocoa, the oldest and largest of the four campuses. Senior citizen- Resident $97 BCC also offers distance learning through their program “eBre- Senior Citizen- Non-Resident $369 vard.” The online curriculum was one of the first in the nation and is nationally recognized as one of the best. It includes complete VOCATIONAL AA and AS degree programs. The online degree programs create Resident $76.93 more flexibility for students whose schedules are too busy to attend the on-campus programs. Non-Resident $307.70 CURRENT ADVERTISING EFFORTS

SOCIAL MEDIA: As of January 2013, BCC has 194 videos on their “wbcctv” You- Tube page which was created February 2007. Viewership of videos ranges from 20 to over 200 views. In total, they have 30,301 combined video views and 40 subscribers.

24 Source: http://www.youtube.com/user/wbcctv

The wbcctv YouTube account has videos on sports, student interviews, commencement ceremonies, community, Greek life, and campus events.

The wbcctv YouTube account is the online representation of the public broadcast station, WBCC, owned by BCC and based on their campus. The station serves the Orlando area and broadcasts from channel 30 (digital) and 68 (virtual). The station began as an independent station, WRES, in 1987. The current WBCC station began in 2003 and currently has partnerships with the University of Central Florida, Brevard Public Schools, Florida Knowledge Network, and The Florida Channel.

25 In addition to their wbcctv account, which is linked in the footer of every BCC web page, the College also has another YouTube account created in August 2008 called “brevardccedu”. This account currently has 7 videos showcasing commercial spots, news stories featuring BCC, and radio spots for the college. In total, brevardccedu has 2,726 views and 12 subscribers. Their most recent video was posted on June 1, 2011. This YouTube account is less active than their wbcctv account because brevardccedu seems to be used specifically for advertising commercials and media coverage of BCC.

Source: http://www.youtube.com/user/brevardccedu

26 On their Facebook page, BCC had 2,972 ‘likes’ as of Wednesday, January 30, 2013. They have 20 photo albums with pictures of students, campus events and sport events. Posts were made at least twice a week. On BCC’s twitter page, they have 788 followers and 523 tweets. Posts ranged from several times a week to even as much as 5 times a day. Both social media sites are extremely active and have a high number of followers or likes. As for the content in the posts made on social media sites, BCC posts center around various areas of campus involvement. BCC advertises special student events such as “Getting Back in the Groove,” a welcome-back semester 70’s themed event and “Laid Back Welcome Back,” a welcome-back semester beach themed event. They advertised both of these events with flyer images on their Facebook ‘wall.’ BCC also announces scholarship funding information with due dates and a link to access detailed application information, sports news such as the men’s basketball victory which was linked back to an article about the game on their BCC website, and spotlight posts on certain programs such as their one-year Medical Assistant Certificate Program.

Overall, BCC’s social media content is consistent in regards to posting frequency and variety in posting content. Social media pages offer a gateway for students to receive more detailed information on the BCC homepage by providing links to specific content on most posts.

27 PRINT:

According to a BCC representative, the college no longer prints out or mails brochures to prospective students as a green initiative. The catalog for each year is only available online. The catalog is accessible by going to their home page (http://www.brevard.cc.fl.us) and clicking on ‘academics’ then on ‘catalog.’ No recent print advertising efforts were found for BCC.

EVALUATION:

BCC’s strongest points are their social media efforts because of their constant updates, useful information, and number of engaged users. While one YouTube account is significantly more developed than the other, the two accounts serve different purposes: 1. wbbctv was created to share media from their public broadcast station, WBCC and 2. brevardccedu was created to share commercials for the college as well as media coverage by outside news sources. Both accounts have video viewership in the thousands. However, some advertising aspects of BCC are not up to par with their social media efforts. For example, the fact that BCC does not make these academic catalogs available to prospective students via mail could present a problem. The only way students would know about a specific program at BCC would be to go online and search for this information. While most prospective students interested in a college search for a school’s catalog in order to attain more information, an individual who had never heard of BCC, but is nonethe- less a potential college student, would have no way of knowing the programs BCC has to offer. By not mailing out catalogs to recent high school graduates, BCC is limiting their potential to grow and reach out to students who may not have heard of the college or are unaware of the various programs and degrees offered there.

28 29 PROSPECTIVE CONSUMERS The U.S Census Bureau also shows that females are more likely to graduate from high school than males are, even though it is Our target audience will be broken up into two groups. The pri- by a very small percentage. The primary target, 16-19 year olds, mary target will be 16-19 year old high school students and the make up about 6% of the total cou try’s labor force, according to secondary target will be 20- 29 year-olds who want to further their the United States Department of Labor 2006. education. According to the U.S Department of Education, “In 2010, the im- We chose high school students ages 16-19 as our primary target mediate college enrollment rate of high school completers from because about 3.4 million students are expected to graduate from low-income families was 52 percent, 30 percentage points lower high school in the year 2012-2013. than the rate of high school completers from high-income families (82 percent). Out of these 3.4 million students, 60% of them will choose to attend a four-year college. Since there is such a high number of high The immediate college enrollment rate of high school completers school graduates, we need to this audience to notice EFSC and from middle-income families (67 percent) was 15 percentage consider them as a potential college choice. points lower than the rate of their peers from high-income families”. This primary target audience can be broken up into different races. Data from the U.S Census Bureau shows that in the year 2010 the This shows that the income of the families of high school students percentages of high school graduates or those with higher educa- matters greatly by determining whether or not they will continue tion, can be broken by race, 87.6% White, 84.2% Black, 88.9% onto college. Asian and Pacific Islander, and 62.9% Hispanic. Texas, Florida, New York and California have the highest numbers of public high school graduates by state in the year 2009.

30 Today’s prospective students choose their college based on loca- ploma, so they are focused on continuing their education to benefit tion, reputation and employment opportunities after graduation themselves. In 2010 there were about 8 million adult students who according to the article An Analysis of Student Characteristics were enrolled in college. within the Student Decision Making Process. The U.S Department of Labor has reported that 20-24 year olds These features highlight the importance of having these char- make up 14.9% of the labor force and 25-34 year olds make up acteristics available at EFSC so they will appeal to our primary 25.2% of the labor forces in the U.S. target market. This group is more likely to already have a job or have had a job The secondary target market are 20-29 year olds who are plan- before going back to college or continuing their college experi- ning on attending college to increase their knowledge, job oppor- ence. Research that was done by Apollo concluded that adult stu- tunities, and salaries. When analyzing this portion of our target dents who hold a job while enrolled earn on average a 22% return market by demographics it can easily be broken down by race. on their tuition dollars.

According to the U.S Census Beaureau’s report in 2010, race for In the article “Going back to College” it states that non-traditional this age group can be broken up as follows: 15.4% of the popula- (over 25 years old) on average do better in college and get higher tion is black alone or in combination, 13% are white alone, and grades and are less likely to drop out when compared to traditional 16% are either Hispanic, Asian or of other races. students.

There are slightly more males that make up this population than The opportunities to advance in careers is also what makes this females with percentages of 14.4% and 13.6% respectively. part of the target audience more inclined to go back to school.

According to the article “The United States and Their Education” it According to the article “The United States and Their Education” states that, “Since high school graduation rates for the population it states that, “Since high school graduation rates for the popula- twenty-five and over have increased threefold in the past six de- tion twenty-five and over have increased threefold in the past six cades: from 24.5 percent in 1940 to 80.4 percent in 2000. In 2011, decades: from 24.5 percent in 1940 to 80.4 percent in 2000. 87.5 percent of the population 25 and older held some type of high school certificate”. In 2011, 87.5 percent of the population 25 and older held some type of high school certificate”. This part of our target market al- This part of our target market already has their high school di- ready has their high school diploma, so they are focused on continuing their education to benefit themselves. In 2010 there were about 8 million adult students who were enrolled in college.

The U.S Department of Labor has reported that 20-24 year olds make up 14.9% of the labor force and 25-34 year olds make up 31 25.2% of the labor forces in the U.S. This group is more likely to target audience was based on research and a power-point by Kirk already have a job or have had a job before going back to college Kelly, a partner at cRi Inc. or continuing their college experience. Research that was done by Apollo concluded that adult students who hold a job while enrolled Conscientious achievers make up 16% of the population for newly earn on average a 22% return on their tuition dollars. graduated high school students. These students strongly believe that a university will help them find new opportunities. This part of In the article “Going back to College” it states that non-traditional the segment values the education involvement within a university (over 25 years old) on average do better in college and get higher and will be more likely to care about their relationships with their grades and are less likely to drop out when compared to traditional instructors, and less likely to care about going out and partying. students. Social extroverts make up 16% of this population and deeply value The opportunities to advance in careers is also what makes this the social experience they will receive out of the university they part of the target audience more inclined to go back to school. choose to attend. They are more likely to get involved in extra Since in almost every career there is a high possibility that going curricular activities such as clubs and groups and to have an ac- back to school will help in you achieve a more prestigious position tive social life. They care about meeting like-minded-thinkers and or will almost often lead to a higher salary. Employers enjoy seeing networking while in college. their employees go back to school and will often pay for some of the tuition costs. Anxious Go-getters make up 12% of the population and are filled with a lot of stress because they depend on getting good grades Today’s prospective students choose their college based on loca- to graduate. They are stressed about money, participate in class- tion, reputation and employment opportunities after graduation ac- room discussions and are heavily influenced by their families to cording to the article An Analysis of Student Characteristics within get a good education and will most likely call to speak to someone the Student Decision Making Process. in another city regularly. They enjoy the independence they get from college life but their social life is not a priority. These features highlight the importance of having these characteristics available at EFSC so they will appeal to our primary target Inquisitive introverts make up 12% of the population and can con- market. These features highlight the importance of having these sider themselves to be lonely. They tend to rely on the university characteristics available at EFSC so they will appeal to our pri- to provide an intellectual tower for them and will be immersed in mary target market. their books and care very little about their social lives but do enjoy the diversity that college provides them. When you analyze the recent graduates from high school their behavior, values and ideals can be broken up into the following: conscientious achievers, social extroverts, anxious go-getters, inquisitive introverts, success experts, self actualizers, cyber-students and perpetual students. The psychographic information about this 32 The Success express portion makes up 12% of the population. cial lives. This group believes they are at a university for a purpose, and that is to set themselves up for their future. They plan and know what While the Late Transitioners were not a group that [ad]diction, inc. they want their future to look like so they believe their success at found in secondary research, it is a notable group in that they ac- their chosen university will lead to success in their lives but tend to count for individuals that have not traditional students. be lonely and stressed and don’t place a high value on their social lives. They are thinking of either going to college for the first time to attain a degree, finish attaning their degree, or going back to college Self actualizers make up 11% of the population and believe a uni- to attain a different degree in order to switch careers. They are versity will lead to their own personal growth. interested in flexible classes that allow them to work and they are concerned with financial stability. They believe that their success in college is not dependent upon grades but instead is dependent upon the other experiences that will be available to them such as diversity, art/music and class- PRIMARY RESEARCH ON room conversations. CONSUMERS:

This group reports having very low levels of stress and their fami- The primary research we conducted has allowed us to gather lies are not the force influencing them to further their education. ample information on the target audience. However, since 70% of our respondents from our survey were in the primary target Cyber-students make up 12% of the population and are the most audience, we have more of a feel of the opinions than from the likely to spend a majority of their time on social media websites or secondary target audience. on their cell phones. A huge majority (91%) of our respondents plan on enrolling in a These people enjoy “living on the edge” and spend little time plan- full-time college. This shows that both target audience’s under- ning for their future. They have active social lives and are more stand the importance and value of a college education. likely to party and go wild while in college. Although secondary research showed that economic status and Perpetual students make up 10% of the population and report high social class affected people’s decision in deciding whether to at- levels of stress, alienation and loneliness. This portion is prone to tend college our primary research proved the opposite. Our sur- changing the goals they set out and have problems finishing their vey indicated that for 40% of the participants cost of attendance tasks. They have trouble feeling connected and have minimal so- only moderately affected their decision.

A huge factor that was indicated by our target audience was that they do prefer certain academic programs within curriculums at a college. 33 The majority of respondents plan on enrolling in a Bachelor of BEST POTENTIAL TARGET Science program which is beneficial to EFSC. Since EFSC is planning on supplying this type of Bachelor degree it is crucial After analyzing all of the research, [ad]diction, inc. believes that that it makes both target audience’s aware of this feature. the primary target, people ages 16-19, would be the best potential target for EFSC. Since there are about 3.4 million students The location of a college was another factor that was indicated expecting to graduate from high school in the upcoming year and by our survey to be an importance to the target audience. Most over 60% of them plan on enrolling in college EFSC should use participants said that the city in which they went to school was this high percentage to target them as prospective college stu- either very important or somewhat important. dents.

Since EFSC has many different locations due to its four cam- Also since a low percentage, 6%, are enrolled in the work force puses there are plenty of options that will be attract prospective there will be more of an opportunity to get this target to enroll as students. (See Research section for the full analysis of consum- full-time students rather than part time students. By encourag- ers thoughts) ing them to be full-time students it will allow EFSC to have more FTE’s per student that will allow them to reach their ultimate goal in the campaign.

Also there is a greater chance that this target will be able to af- ford college tuition since most of the students are not in the work force, which shows that they are still being supported by their parents.

Research proves that more people than ever in the history of the U.S know how valuable and important a college degree is, so most likely this target’s parents will support them with their decision to enroll in a college.

There is a lot more information we have gathered based upon this target market’s behavior and they can be categorized much easier on their behavior and opinions on college.

34 Also because this target audience is a lot smaller and only based Out of all of these categories there is only 1 that is for our sec- on a 3 year span, 16-19 year olds, as opposed to our secondary ondary target audience called the “late transitioners.” target audience which is a 9 year span, 20-29 year olds, it will be a lot easier to target this age group. Since almost all of our key words are based on the psychographic categories that were for our primary target this would help Since we have the ability to understand their behaviors and EFSC as well because they will be able to use [ad]diction, inc.’s attitudes more efficiently due to their small size it will be much campaign idea of using these key words to better target them. easier for EFSC to target them as potential students. Keywords and images can be found in the Other Recommenda- Also when coming up with our “key words” that would help SN- tions section under Website. APT’s software better attract these target audiences on website searches our main categories have been divided up into nine segments:

1. Conscientious Achievers 2. Social Extroverts 3. Anxious Go-Getters 4. Inquisitive Introverts 5. Success Experts 6. Self Actualizers 7. Cyber-students 8. Perpetual students 9. Late Transitioners.

35 The Florida College System has a total of 26 Colleges: eight community colleges, eight colleges, and twelve “State” Colleges.

Brevard Community College, soon to be East Florida State College, competes directly with those states colleges that have increased their FTEs and also offer feeder programs to the University of Central Florida (UCF): Seminole State College in Sanford, Florida and Valencia Community State College in Orlando, Florida. Brevard Community College’s secondary competitors would be the three other colleges that offer feeder programs to the University of Central Florida: College of Central Florida, Daytona State College and Lake Sumter Community College. Also included in this sector are all other 22 colleges and universities in the state of Florida that have not been able to increase their FTEs, but have instead decreased. Brevard Community College’s tertiary competitors include all colleges in the US.

The rationale for selecting Valencia College and Seminole State College as BCC’s primary competition is that these three colleges share a common characteristic: they have recently chosen to transform from a community college to a state college. EFSC will soon be competing even more with these two colleges because they are all three increasing their incoming enrollment goals in order to stay within the guidelines set forth by the Grow Florida Program which has granted 16 out of 28 colleges in Florida the ability to convert to state universities (read more about this program in the Industry Analysis section). Ultimately, Valencia College and Seminole State College have recently set the bar in this category with their progress in obtaining FTEs. College of Central Florida, Daytona State College and Lake Sumter Community College are the chosen secondary competition for BCC due to their feeder status into the University of Central Florida. Since a portion of BCC’s students attend the college to later transfer to the University of Central Florida and since it is not foresee- able that the transformation from community to state college will end this program, these three colleges remain important competitors.

36 DIRECT COMPETITORS Seminole State College of Florida is a public state college and member of the Florida College System located in Sanford, Flori- da. It was established in 1965 starting as ¬Seminole Junior Col- SEMINOLE STATE COLLEGE OF lege and is now one of the fastest growing colleges in the state as well as in the nation. The college opened with 800 students, FLORIDA and by 1971, the college’s enrollment was more than 7,000 students. With enrollment increasing quickly, Seminole Junior Col- lege became Seminole Community College in 1975, and in 2009, it changed to a state college offering four-year degrees. Soon after, it was renamed Seminole State College. Currently, the Col- lege has an enrollment exceeding 32,000. According to the Florida Department of Education, Seminole State College was one of the fastest growing colleges in the state in 2011 and still continues to be. Within the past 4 years, the number of annual graduates increased by 66%.

Seminole State College received its first award in 2004 and was “honored with the Bellwether Award for being the No. 1 community college in the country in planning, governance and finance” (seminolestate.edu). Later in 2006, the college launched Direct- Connect, a partnership program with University of Central Florida. This program assures students free and guaranteed admission to its partner university and offers advising from University of Central Florida advisors. About 10,000 current students take advantage of DirectConnect and students who have completed AA degrees from Seminole State can enroll in any Florida state university. In addition, the college offers its students one of the largest scholarships in the nation, the Jack Kent Cooke Scholarship, and is the only with seven consecutives scholar winners, according to the Seminole State official website.

37 Seminole State also: Seminole State offers 196 educational programs and services, and five four-year degrees, 4 Bachelor of Science • Is third-largest employer in Seminole County, with more than and 1 Bachelor of Applied Science: 1,700 employees. • BS, Architectural Engineering Technology • Is eighth-largest institution in the Florida College System. • BS, Business and Information Management • Is chosen by 40% of high school graduates in Seminole County. • BS, Construction • Attracts students from 35 states and 94 countries. • BS, Information Systems Technology • Is one of the largest producers of two-year degrees in the nation. • BAS, Interior Design • Has an average class size of 25 students. • Has quality instructors that promote one-on-one interaction. Its programs and services include: • Has 4 campus locations across Central Florida. • Offers about 100 degrees and certificates, and 81 University • Architecture Transfer • Engineering Paths. • Construction Source: Seminole State College of Florida Apr. 2013/ • Art www.seminolestate.edu • Digital Cinema • Digital Media Seminole State College goes by five core values that characterize • Business its principles. These are: respect, integrity, excellence, knowledge • Communications and academic freedom. Diversity, dignity and fairness are impor- • Computer Science tant factors in the community and inclusion of the college as well. • Information Technology They strive for ethical standards and leadership in their educa- • Education tional programs. • Health • Liberal and Performing Arts SEMINOLE STATE’S MISSION STATEMENT: • Public Safety “The mission of the College is to serve the community by providing a learning-centered, high-quality educational institution that anticipates and meets the needs of the community by providing a comprehensive range of programs and services.”

38 TUITION: • Less expensive than Florida universities • $10,000 less each year compared to state universities

Seminole State UF FSU UCF Tuition and Fees $3,131 $6,170 $5,176 $6,221 Room and Board -0- $9,370 $9,626 $9,300 Books and Supplies $800 $1,080 $1,000 $1,146 Total $3,931 $16,620 $15,802 $16,667

Source: Seminole State College of Florida Apr. 2013/ www.seminolestate.edu /future-students/why/tuition-fees.php

Source: collegemeasures.org

39 ADVERTISING EFFORTS

The Seminole State College’s “Go State” campaign included TV, billboards, print ads, social media and the Web. It was filmed on the Seminole State campuses and features “those who know Seminole State best: its students, faculty and staff”. The commercials began airing on TV stations across Central Florida in October 2011 with two commercials added in Spring 2012.

40 Seminole State College’s ad campaign won two regional district marketing awards:

“ A silver award in the “Video Advertisement, PSA, Series” category for a series of TV commercials highlighting the College. The ads were filmed at Seminole State and feature students, faculty and staff.

A bronze award in the “Print Advertising, Series” category for ads that featured prominent Seminole State alumni.” The Seminole State College Newsroom.

41 Seminole State’s advertising and promotion efforts also include Youtube, Facebook, Twitter, Pinterest and Flickr.

In its Youtube channel Seminole State has commercials focusing on two major aspects of the school:

• Bachelor’s Degrees o Go State: Brighter Future commercial focuses on striving to accomplish goals and reaching for the stars with Semi- nole State’s five bachelor’s degrees.

• Campuses o Go State: Broaden your Horizons commercial focuses on college experience and emphasizes its four convenient locations PINTEREST

42 FACEBOOK

Flickr

twitter

43 VALENCIA COLLEGE Valencia has built several corporate education/training partnerships with Florida Hospital, Lockheed Martin, NationsBank, Sea World, SmithKline/Beecham and Universal Studios. In 1995, Valencia College, located in Orlando, Florida, is a public state col- Valencia launched an institutional learning-centered initiative. In lege, member of the Florida College System and the third largest 2000, the college gained recognition as one of 12 international member institution of Florida’s 28 community colleges. According Vanguard Learning Colleges. In 1998, Valencia College also re- to Valencia College’s official website, the school was established ceived one of its most prestigious awards by being named “Na- in 1967 as Valencia Junior College, on West Oakridge Road in tional Community College of the Year” by the National Alliance of Orlando. Later in 1971, the college moved to South Kirkman Road Business for its “innovative leadership”. and became Valencia Community College. With enrollment increasing rapidly, teaching more than 50,000 students a year, the The College is also ranked as #1 in the nation for number of Asso- College changed to Valencia College in 2010 and offered 4-year ciate’s degrees awarded. Further, Valencia was awarded with the bachelor’s degree programs for students. In the 2010-11 school Aspen Prize for Community College Excellence; “The first-ever year, approximately 65,000 students enrolled in Valencia. Aspen Prize for Community College Excellence was awarded to Valencia College by the Aspen Institute in Washington, D.C. As the winner, Valencia received a $600,000 prize in recognition of its high completion rates, employment of graduates, commitment to low-income and minority students, and the best record of transfers compared to any other college in the nation.” Source: Florida Col- lege System Annual Report 2012.

Moreover, Valencia College: • Is an innovative leader in higher education. • Has national reputation for teaching excellence. • Has 4 campuses and 2 centers in Orlando. • Has a “learning-centered” philosophy that emphasizes individual student success.

The College follows five important values: learning, people, diversity, access and integrity. It also commits to four core competencies: think, value, communicate and act.

44 VALENCIA’S MISSION STATEMENT: “Valencia provides opportunities for academic, technical and lifelong learning in a collaborative culture dedicated to inquiry, results and excellence.”

Valencia College offers over 100 career programs that prepare students to go directly in the labor force, and AA degrees that assure admission to a Florida state university. It offers 34 Associate in Science degrees and 71 certificate programs. The certificate programs can be finished in a shorter period of time, often within one year.

Associate in Science (AS) Degree and Certificate Programs include:

• Accounting Technology • Entertainment Design • Baking & Pastry Management • Film Production • Building Construction Technology • Graphic & Interactive Design • Business Administration • Hospitality & Tourism Management • Business Management, Marketing & Administration • Industrial Management • Civil Engineering • Landscape and Horticulture • Computer Engineering • Medical Office Administration • Computer Information • Office Administration • Computer Programming and Analysis • Nursing • Criminal Justice T • Paralegal Studies • Culinary Management • Radiography • Dental Hygiene • Respiratory Care • Diagnostic Medical Sonography • Restaurant and Food Service Management • Digital Media Technology • Sound and Music Technology • Emergency Medical Services • Veterinary Technology

45 TUITION:

In comparison to state universities, Valencia costs are less expensive.

Source: Valencia College, Orlando, Florida. Apr. 2013/ www.valenciaCollege.edu/businessoffice/tuition-fees.cfm

46 Source: collegemeasures.org

47 ADVERTISING EFFORTS:

Valencia College’s most recent campaign “Get Started. We Say You Can.” was launched in Fall 2012.

48 The campaign is composed of four different commercials are available on their Youtube channel. Each commercial targets a different audience:

- Academic Ability Commercial: for those who do not believe they are college material, Valencia helps them discover academic ability students do not know they have: “Get Guidance. Get Confidence. Get Started. We say we can.”

- Career Minded Commercial: targeted to those concerned in getting hired, Valencia offers 2 year AS degrees designed to help students get job. Valencia has a 95% job placement rate: “Get an AS degree. Get a job. Get started. We say you can.”

- Never Too Late Commercial: targeted to those who think college is out of the question because their lives are already in progress. Valencia College offers hassle free, evening, week- end and online classes and five convenient locations: “Get back to school. Get a new direction. Get Started. We say you can.”

- Smart Start Commercial: focuses on tuition cost and partnership with the University of Central Florida. Through their direct connect program, Valencia can cut tuition cost by half: “Get into UCF. Get a degree for less. Get started. We say you can.”

49 Valencia College also has a Facebook page, Instagram, Flickr, Pinterest and LinkedIn for prospective target audience, students and alumni to fol- INSTAGRAM low up. FACEBOOK

Flickr

50 Valencia also promotes smoke-free campuses. The campaign with the policy went into effect fall 2012. It uses online ads and videos on its website and Youtube channel. This smoke-free initiative tries to provide a safe and healthy learning environment for students, employees and visitors. This initiative promotes the well being of Valencia members by reducing exposure to secondhand smoke. Student groups at Valencia College hold events and partner with associations like the America Cancer Society’s Great American Smoke-out.

51 INDIRECT COMPETITORS In 2010, the college started offering bachelor degree programs. Currently, it offers a Bachelor of Applied Science in Business and Organizational Management with specializations in Agribusiness Eastern Florida State College will also be competing with those Management, Health Care Management, Management Informa- other colleges that as well offer feeder programs to the University tion Systems or Public Safety Administration. Central Florida also of Central Florida and other colleges and universities in the state offers a Bachelor’s of Science degree in Early Childhood Educa- of Florida. The colleges that also offer feeder programs to the Uni- tion with Prekindergarten/Primary Education Certification. versity of Central Florida, besides Seminole State College and Va- lencia State College are: College of Central Florida, Daytona State College and Lake Sumter State College. COLLEGE OF CENTRAL FLORIDA

College of Central Florida, member of the Florida College System and previously known as Central Florida Community College, is a public state college located in Ocala, Florida. It offers Associates in Arts and Associates in Science degrees as well as Certificate Central Florida’s fees and tuition assessments are based on the programs. applicant’s residence. The cost per year for Florida residents is $3,665. Residents outside of Florida have a total one year cost of College of Central Florida was established in 1957 as Central $9,123. Florida Junior College. It opened in 1958 with only 320 students enrolled, serving three counties in Florida: Citrus, Levy and Mar- College of Central Florida has athletics teams in men’s and wom- ion. During the 2011-2012 school year, Central Florida reached en’s basketball, baseball, fast-pitch softball and women’s volley- an enrollment of 15,470, and over 9,000 students. The Ocala ball. The current mascot is the Patriots. campus in Marion County is the main campus. The Citrus campus is located in Lecanto, Florida. The smallest campus, Levy Campus, is located in Chiefland with only seven classrooms, two computer labs, a Career Resource Room, a Conference Room, and a Community Room. 52 DAYTONA STATE COLLEGE

Daytona State College, member of the Florida College System, is a public state college located in Day- tona Beach, Florida. It was established in 1957 as Daytona Beach Junior College, and over the past 50 years, it has evolved into a multi-campus institution. In 1971, the college became Daytona Beach Community College, and in 2008, the state of Florida approved the college’s request to become a state college— Daytona State Col- lege offering four-year baccalaureate degrees. The college provides educational and cultural programs to more than 35,000 students annually.

Daytona College offers over 100 programs including one-year certificates, two-year Associate degree programs and four-year Bach- elor’s degree programs. Within the one-year certificates, Daytona state offers more than 60 certificates programs in a variety of career fields. These programs are designed to prepare students for entry-level employment. The Associate degrees allow students to transfer as a junior to other colleges or universities. Daytona State offers seven bachelor’s degrees in business, education and engineering technology. Most bachelor’s degree programs can be completed online. The cost per year to attend Daytona State College is $4,004 for Florida residents and $12,526 for out-of state. Daytona competes in seven sports. The mascot is the Daytona Falcon, and the colors are white and blue.

53 LAKE SUMTER STATE COLLEGE

Lake Sumter State College, located in Central Florida is a member of the Florida College System. The college was established in 1962 and began as Lake Sumter Community College in Leesburg, Florida. In the 1990’s, Lake Sumter opened two more campuses, the South Lake Campus in Cl- ermont and the Sumter Campus in Sumterville, Florida. In 2012, the college became a state college and changed its name to Lake Sumter State College.

Lake–Sumter State College offers Associate in Arts, Associ- ate in Applied Science, Associate in Science, and Bachelors’ degrees, along with vocational certificates and technology diplomas. The college also offers DirectConnect to the Univer- sity of Central Florida and St. Leo University. The partnership program guarantees admission into these universities to all LSSC graduates.

The tuition cost per year to attend Lake Sumter Community College is approximately $3,997 for in state residents and approximately $12,740 for out-of-state students.

54 CONCLUSION

Ultimately, Eastern Florida State will compete with these colleges because they offer similar characteristics. One of the most important characteristics is that these five Florida state colleges offer feeder programs to the University of Central Florida. EFS will offer guaranteed admission to the University of Central Florida thorough its partnership program. Another characteristic the colleges share is that they are all relatively close to the University of Central Florida. These state colleges all offer similar degree and career programs including technical degrees for entry-level employment, two-year degrees and Bachelor’s degrees.

Competitors:

Offer feeder programs to UCF.

Guarentee admission to the University of Central Florida.

Offer technical degree fro entry-level employement, two-year degrees and Bach- elors degree.

Located in Central Florida and relatively close to UFC.

55 FUTURE COMPETITORS

Along with direct and indirect competitors, [ad]diction, inc. realizes that EFSC will have future competitors when it makes its transition from a community to a state college. As demonstrated by our research, over 80% of survey respondents stated that they would prefer to seek a degree from a 4-year university before they would prefer to attain a degree from a state or community college. Since the University of Florida and Florida State University are regarded as the two most highly accredited academic institutions in the state of Florida, they are considered additional competitors to EFSC.

Although BCC currently attains a significantly lower amount of students than the University of Florida or Florida State Uni- versity, [ad]diction, inc. is considering these two universities as future competitors that EFSC will strive to compete against. By noting these two universities as competitors now as BCC starts transforming into EFSC, the college can start taking into consideration how they will be attaining the level of prestige that these two universities have built over the years. Although this particular advertising campaign spans for only a year, EFSC should take these schools into consideration as competitors early on in their transformation process. This will allow them to make certain decisions in the present that will allow their state college to evolve into a prestigious 4-year university in the future.

56 UNIVERSITY OF FLORIDA The University of Florida is a public 4-year university located in Gainesville, Florida. Founded in 1853, UF is not only the state’s oldest and most comprehensive university, but also among the nation’s most academically diverse public institutions. With enrollment exceeding 50,000 students, the University of Florida ranks as one of the largest universities in the nation. Source: University of Florida. Apr. 2013/ http://www.ufl.edu/about-uf/

What once began as the state-funded East Florida Seminary in Ocala quickly relocated to Gainesville in the 1860s and was con- solidated with the state’s land-grant Florida Agricultural College. Much like BCC, the college became a university in 1905 by leg- islative action. With classes beginning with 102 male students in 1906, UF officially admitted women in 1947 and has grown to over 50,000 students as of 2013. Source: UNversity of Florida. Apr. 2013/ http://www.ufl.edu/about-uf/

With an unwavering commitment to excellence, the University of Florida is home to 16 distinct colleges and over 150 research centers

57 . UF has consistently been well-received by the world of higher undergraduate and graduate levels. education, receiving the following awards regarding the university Research and scholarship are integral to the educational pro- as a sought-after institution: cess and to the expansion of our understanding of the natural world, intellect and the senses • No. 17 in U.S. News & World Report “Top Public Uni- Service reflects the university’s obligation to share the benefits versities” (August 2012) of its research and knowledge for the public good. The university • No. 3 in Kiplinger’s “Best Values in Public Colleges” serves the nation’s and the state’s critical needs by contributing (2013) to a well-qualified and broadly diverse citizenry, leadership and • No. 7 in the Princeton Review “Best Value Public workforce.” Colleges” (2012) Source: University of Florida. Apr. 2013/ http://www. • Ninth on the list of places where corporations prefer registrar.ufl.edu/clog1011/administration/mission.html to recruit new employees (2010) • No. 2 on SmartMoney Magazine’s list of universities The University of Florida is comprised of sixteen colleges: whose graduates get the highest salary return for their tuition dollars (2012) • College of Agricultural and Life Sciences • No. 21 in the National Universities category of the •Warrington College of Business Administration 2012 Washington Monthly magazine College Rank- • College of Dentistry ings • College of Design, Construction and Planning Source: University of Florida. Apr. 2013/ • College of Education http://www.ufl.edu/about-uf/facts-and-rankings • College of Engineering • College of Fine Arts Under university president Bernie Machen, UF is committed to • College of Health and Human Performance becoming a top ten university in the country as of spring 2013. • College of Journalism and Communications The goal is supported by Florida Governor Scott, who visited the • Levin College of Law university in February 2013 to state his commitment to the cause. • College of Liberal Arts and Sciences • College of Medicine THE UNIVERSITY OF FLORIDA’S MISSION • College of Nursing • College of Pharmacy The University of Florida’s mission embodies many academic and • College of Public Health and Health Professions professional parameters, but focuses mainly on three pillars of ex- • College of Veterinary Medicine cellence: “The university welcomes the full exploration of its intellectual Within the specific colleges, the university offers students the boundaries and supports its faculty and students in the creation of ability to choose from over 100 new knowledge and the pursuit of new ideas: majors when declaring a Teaching is a fundamental purpose of this university at both the field of study. 58 TUITION: Seminole State UF FSU UCF Tuition and Fees $3,131 $6,170 $5,176 $6,221 Room and Board -0- $9,370 $9,626 $9,300 Books and Supplies $800 $1,080 $1,000 $1,146 Total $3,931 $16,620 $15,802 $16,667

Source: Seminole State College of Florida Apr. 2013/ www.seminolestate.edu /future-students/why/tuition-fees.php

Source: collegemeasures.org

59 ADVERTISING EFFORTS

The University of Florida’s advertising and promotional efforts include YouTube, Facebook, Twitter and a television spot.

UF GO gators COMMERCIAL"

60 INSTAGRAM

youtube

FACEBOOK

METHODOLOGY

For the primary research portion of this campaign, we surveyed three different groups of individuals to attain our results: current high school students looking at colleges, newly graduated high school students that were in their first year of college/university and those already enrolled in a Florida community college.

Seventy percent of our respondents were in our primary target (16-19 year-old prospective college students), with 30% in our secondary target (current community college students). Of those surveyed, 91% of respondents plan to enroll full-time in college.

We received 62 responses through an online survey that was sent out to high school juniors and seniors, college freshmen at four-year universities as well as current students at Santa Fe Community College and Miami Dade Community College.

RESULTS

As it is for many college students, economic status was a factor in the decision of many students’ up- per level education.

However, our survey indicated that for almost half (40%) of the participants, cost of attendance only moderately affected them.

The least amount of participants chose that it did not affect their choice of attending or not attending college, but we were able to conclude that money may not actually have a great influence on an individual’s choice to attend college.

The majority of students currently have financial backing for education from their parents, but the secondary source of financial support is attained through grants and scholarships. ad[diction], inc. advises that EFSC still promotes their impressive financial aid packages, even if it isn’t the main driving force in a student’s college decision. 63 Academic accreditation was the most notable result that we found from our research. When asked to rank the importance of factors students considered in choosing their college, they were given a choice of location, online options, prestige, price, programs and size. According to survey results, 21 of 62 respondents chose academic accreditation as the most important factor in their decision making process, versus 14 of 62 who considered campus activities.

From our earlier finding, we noted that students seemed to place importance on being part of a group such as Greek life or a school organization, however, it is clear that the most important aspect of education for this demographic is accreditation. Still, even though people ranked prestige as the highest factor when choosing a college, they ranked programs as a close second. This is something that EFSC can play into because of its unique and impressive programming opportunities.

Participants were asked to rate certain college experiences based on importance, all of which included clubs, networking, philanthropic opportunities, sorority/fraternity life and study abroad. 40% of respondents believed that sorority/fraternity life was the most important part of a college experience, with clubs ranking second at 21% and philanthropic opportunities falling last at 4%. Networking and study abroad ranked in between, at 19% and 15%, respectively.

From this, ad[diction], inc. can gather that participants place a high level of importance on feeling a sense of be- longing in some sort of campus organization. Since campus activities are an important part of what students are looking for in a college, we suggest EFSC takes this into consideration. Our campaign advises that EFSC implements this while encompassing school spirit during the transition.

It is also worthy of noting that 68% of students said that they did not feel influenced to attend the institution their parents attended. However, 71% of respondents indicated that parents’ influence is a somewhat important factor in a student’s college decision, so it would be beneficial for Eastern Florida State College to allocate some advertising funds toward this segment.

In regards to class size, 54% of participants would rather attend a college with smaller classes, and 46% said they would not rather attend small classes. We have interpreted this to mean that class size may not be an important factor in choosing an institution, but results point to an inclination towards preference for smaller class size. This is another quality that EFSC can offer its students, and is advised to be promoted in prospective student information.

Participants did, however, prefer a school that has an established curriculum rather than one that was custom- ized. This may be interpreted to mean that prospective students prefer a sense of structure to their education 64 and that things such as class descriptions and tracking degree audits also weigh heavily on importance. [ad] diction, inc. believes that further research is necessary to substantiate this notion.

When it came to specific academic programs within the curriculum, we found that the majority of students anticipate enrolling in a Bachelor of Science program, which is something that EFSC should leverage. Most of their associate degrees are currently in science, so it would be a good way to appeal to larger demographics of prospective students.

When asked about community colleges versus universities, 80% of participants said they planned to attend a university, which serves as EFSC’s biggest market threat.

However, it could also be viewed as the school’s biggest opportunity because of the conversion from a community college (the least preferred) to a state college (¬the second most preferred).

Community colleges had the lowest percentage, and a state college was chosen only slightly more than community colleges.

We can assume that participants are more likely to choose a state college than a community college, but ultimately the majority of students were drawn towards universities with accreditation, as supported by earlier findings.

Because the majority of our respondents had lower than a high school diploma, we can assume that the majority of participants “plan” to attend as opposed to currently attending.

65 Geographical region was another factor on which we polled our respondents. Most participants said that the city in which they went to school was either very important (slightly under half) or somewhat important (slightly over half). Only 6% of respondents chose that city was not an important factor.

This can be interpreted to mean that city is a highly important factor, seeing that under 10% of participants chose that it was not important to them. These findings indicate that location is a benefit for EFSC and this campaign, because we can promote the lifestyle of Cocoa Beach and its amenities.

Most respondents said the highest level of education they had completed was a high school education.

The second highest option chosen was less than a high school education, as demonstrated from the chart below.

This question was integral in our findings because our primary target are students 16-19.

This demographic is either still in high school or recently graduated, which affirms that our findings from the other questions are relevant to our primary target.

The third highest option was “some college,” which told us that the findings from the survey are also somewhat relevant to college students. 66 Participants were also polled on what type of program they would most likely choose to follow if they were attending a community or state college. 49% agreed that they would like to complete a 4-year degree. The answer least chosen was, “No, I would like to finish my 2-year program and enter into the workforce,” at 3% of respondents.

In order to gauge whether or not prospective students would be nuanced by college mail advertising, our survey asked whether they felt negatively or positively about having received this information. 60% of participants said they felt indifferent, 37% said they felt positively about it, while a 3% minority felt negatively about receiving information this way. We interpreted this to imply that if colleges were to send mail advertisements to students, even if they had not requested, the student would most likely not view the college or the experience in a negative way.

This has the potential to help EFSC’s FTE status, because this campaign could use direct mail as an IMC strategy. Students affirmed that this allowed them to be more informed in making their decision, and ad[diction], inc.

could send out a brief facts brochure about the upcoming expansion.

Forty-four percent of students believed that brochures and other information received from a college helped them become more informed about the institution. Thirteen percent of them did not think the information was helpful, while 42% remained indifferent. 67 When asked to rate which medium of advertising appealed most to them, most participants chose regular mail as the most appealing at 36% and radio commercials as the least at 0%. It is important to mention that the majority of those surveyed were Millenials, who do not rely on traditional radio for their advertisements. However, there is a high concentration of them that enjoy Pandora online radio ads. The sake of this survey inquired solely on traditional radio. It is also notable to discuss that email and social media were considered important, at 18% and 25%, respectively. This leads us to believe that this campaign should focus on mail and social media presence above all else.

The nature of these findings indicate that layout and emotional appeal of these promotions will hold the highest importance, and EFSC should highlight the experience that students take away from their school. This could evoke emotion in prospective students, and allow them to view their future of independence (which was also listed as important) and what they can look forward to with a future at EFSC. CONCLUSIONS

In summary, the three most effective aspects to promote about EFSC are general information, financials and specific program information. Most students consider a psychology or business degree for college, so creating these 4-year degrees could become a market opportunity for EFSC to compete in the industry. Still, the average number of schools a student considers is five, which means that EFSC will need to utilize every tool at its disposal to promote themselves as a market leader against competitors.

68 69 70 STRENGTHS

•BCC has four campuses, allowing for a greater variety of marketing demographics

•Accredited by the Southern Association of Colleges and Schools Commission on Colleges and recognized as one of America’s preeminent community colleges for quality in instruction, organization and innovation

•Has a Quality Enhancement Plan with the purpose to strengthen the basic skills a student requires

•Has a lot of information about the upcoming tranformation to EFSC which helps keep everyone informed

•Showed its commitment to the community by gathering opinions from 140 individuals to determine the best course of action for the future of BCC

•There is really strong brand loyalty in Brevard County and BCC continues to express how they plan to place emphasis on the students rather than the institution

•Website is easy to navigate and clean in appearance

•Awareness for BCC is high because it is a feeder school for UCF

•Cocoa Campus is the home of the Florida Solar Energy Center and the Astronaut Memorial Planetarium, which is the third largest in the country and is 10 miles away from the beach (appealing campus)

Coocoa Campus has eight strong academic departments, including over 35 developed areas of study

•eBrevard, BCC’s online curriculum, gives students the opportunity to earn complete A.A. and A.S. degrees online

71 WEAKNESSES

•Because there are four campuses there isn’t as much of a community feel to the school

•They will have a tough time competing with already well-established universities in the state that draw in the students looking for a 4-year college experience

•Because BCC is going through a change, it will take time for them to be recognized in the industry as a desir- able 4-year option

•Underdeveloped and new curriculum will not be as appealing to students because they are not as appealing as other established programs in the state

•Students not knowing what to expect from their education may make them less willing to apply or stick with the new EFSC program

•BCC is currently a feeder program to UCF, hindering its ability to completely market its new 4-year programs because they must retain a certain influx of associate degree seeking students

72 OPPORTUNITIES

•Opportunity to rebrand themselves by changing their name, logo, and promotional material

•Chance to target a larger audience, not only high school students

•Along with rebranding, comes new distribution methods including the opportunity to use direct mail

•91% of our respondents are planning to enroll full-time in college, giving us a larger pool of possible FTEs

•Opportunity to leverage Cocoa Beach’s amenities in attracting students

•Can offer more social activities and clubs

•Instilling a University feel and a sense of school spirit and pride

•Offering amazing scholarship opportunity for their 4-year program

•Create a career resource center THREATS

•Other well-established universities and state colleges in Florida are appealing to potential students

oThe larger competitors get the most attention from our primary target audience oWell-established institutions have tradition

•Competitors offer the same outcome

•The direct-connect program to UCF is a threat to BCC’s 4-year degrees

•The ultimate threat is BCC’s young age

•Students are considering an average of 5 colleges so BCC has to stand out in students’ minds 73 74

BCC has 15,000 currently enrolled students according to campus- MARKETING PLAN discovery.com. The incoming freshman class size is approximately 3,000 students.

The campaign goal is to increase this number to 6,000, which Goal: means 3,000 new students will need to apply. This means EFSC will have doubled the amount of incoming stu- To increase FTEs within EFSC. dents. While this may seem like an impossible task, our media plan sets out to create 850,000 advertising impressions in one Primary Objective: year just through direct-mail brochures and post-cards. Along with our additional media efforts outlined in our media plan, To increase the percentage of our goal of attaining 3,000 new applicants is feasible since EFSC will be impressing upon such a large number of recent high school incoming students from 20% to graduates and older adults that may be interested in going back to approximately 30% enrollment college or attending for the first time. from July 1, 2013 to June 30, 2014. Through our industry research, we know that EFSC will need to repay the $90 million government investment by attaining the equivalent dollar amount in FTEs in five years.

We have divided this $90 million by five since our campaign is only one year long, giving us $18 million per year.

Then, we further divided the $18 million by the tuition cost for 24 credit hours ($2,448; $102 per credit hour) for in-state tuition.

In other words, each full-time student provides approximately $2,448 per year from tuition costs if they only attend two out of three semesters.

76 In other words, each full-time student provides approximately wide enrollment each year). $2,448 per year from tuition costs if they only attend two out of three semesters. Secondary Objective: Increase retention from 69% (campusdirec- tory.com) to 80% for EFSC through creative campaigns. If we multiply this by 6,000 (number of total students we want to enroll each year) we get a little over $14 million ($14,688,000). An 11% increase in retention will be made possible by EFSC’s The goal of attaining $18 million worth of FTEs for the first year ongoing advertising efforts to strengthen school spirit and brand is shy by 22% ($4 million). image.

However, if EFSC maintains an aggressive advertising cam- Our IMC plan outlines the way in which we will increase EFSC’s paign and increases its incoming student goal from 3,000 to school spirit and revamp their brand image. 7,500 (a 1,500 student increase from our 6,000 student a year goal) for the second, third, and fourth year they will have had 28,000 new students enroll in 4 years, which equals to approximately $70 million dollars. If EFSC can attain 8,500 incoming freshman in their fifth year (2,500 student increase from the first year) they will have made $90 million dollars back in FTE’s.

Ultimately, [ad]diction, inc. believes this goal is attainable. By the end of the first year, the goal is to have EFSC attain 6,000 students as incoming freshman in total.

On average, BCC already attains 3,000 students per year and overall 15,000 are enrolled in the college.

Since this is comparatively low from EFSC’s competition, we believe an average college wide enrollment of 21,000-23,000 per year is possible (compared to their 15,000-17,000 college

77 THE 4 P’S OF MARKETING PLACE: (CAMPUSES AND LOCATION)

PRODUCT: (A COLLEGE DEGREE) BCC’s four campuses are spread across Florida’s east coast in Brevard County. There is a high value and importance of a college degree in the Cocoa Campus: located in the city of Cocoa Beach, Florida. U.S. Due to the current state of the economy, the emphasis on There are many beaches and local amenities within the city, which earning a college degree has never been stronger. makes it appealing for the students who are enrolled at the col- There are many more opportunities available to those who have a lege. Cocoa campus is home to the Florida Solar Energy Center college education compared to those that don’t. and the Astronaut Memorial Planetarium, which is the 3rd largest in the country. Opportunities become available based on a student’s academic growth and the connections that he or she can make with others Melbourne Campus: located in the town of Melbourne Beach, Flor- while in college. ida. There is a vast amount of beaches near the campus as well as a boardwalk. The campus is home to eBrevard, the Institute for EFSC offers many different college degrees to many different Public Safety, the University of Central Florida office, the Small types of students and offers these degrees online or on their cam- Business Development Center, and a Child Development Center. pus. Palm Bay Campus: located in Brevard’s largest city, Palm Bay, This versatile college degree that is offered for students is ex- Florida. Palm Bay is full of recreational activities for students to tremely beneficial because it allows for different options based on experience such as 29 city parks and beaches nearby. The Palm convenience for the students. Bay campus is situated on Lake Titan and is home to the most culturally diverse cities within Brevard County. The campus serves EFSC can offer students any experience they are looking for while a diverse population through many program options. also getting their college degree. EFSC will fulfill students’ needs by giving them satisfaction with an Titusville Campus: located in the city of Titusville, Florida. The education and also a great college experience. 120-acre campus lies on the Indian River Lagoon waterfront, right next to the Chain of Lakes Park, both of which are very close to the Kennedy Space Center, the Merritt Island Wildlife Refuge and the Canaveral National Seashore.

78 PRICE: (TUITION) PROMOTION (ADVERTISING):

According to collegeview.com, “..while it is true that a higher edu- [ad]diction inc’s suggested advertising campaign serves the pur- cation may be one of the largest expenses you will ever face, the pose of exposing the new university, EFSC, and making the target importance of a college education has become quite evident in audience consider this university when they are making the deci- terms of earning potential within today’s economy. sion of where they want to earn their college degree.

Even though it seems as though the tuition rates continue to in- The promotional tactics will include advertising through print me- crease, so does the amount of financial aid made available. diums, direct mail, online websites such as Yahoo.com and MSN. com and Google’s online advertising web search Adwords. BCC currently funds hundreds of scholarships that are available to students based on scholastic achievement or special talents.

BCC not only has financial aid available for students to help meet the cost of college, but also has a low cost per credit hour when comparing it to other universities in Florida.

Source: http://www.brevard.cc.fl.us

79 PROSPECTS (STUDENTS): than those around them. Social activity is less important to them. Inquisitive Introverts: This group cares about having a support Our prospects for our campaign are broken down into two cat- system within the college that will lead them to knowledge, don’t egories: 16-19 year olds who are in high school or are about to care much about social life. Their focus is on getting good grades graduate from high school and 20-29 year olds who want to earn and growing intellectually. their degree. Both of these categories understand the importance of obtaining Success Experts: They are focused on goals for after graduation, a college degree. EFSC wants to position itself so that these pros- like getting a high-income job. They are the least interested in so- pects will consider them as a possible choice in their decision of cial activity. They value networking and building relationships with where they want to go to college. Our research indicates that there their instructors. They tend to be stressed and lonely. are 9 psychographic profiles for prospective and current college students. Self-Actualizers: This group cares about diversity, art/music, and classroom conversations. They do not care about a prestigious PSYCHOGRAPHIC PROFILES FROM PROSPECTS: degree or getting a high-income job. They do not worry about grades. They tend to change goals often and not finish or follow Conscientious Achievers: This group cares about the opportuni- things through. ties that the college will provide them. Things like extra certificates along with their degree interest them. They value the educational Cyber-Students: This group has an active social life with lots of opportunities and the knowledge they will gain from professors. friends. However, they do not go to events or join clubs. They spend a lot of time on social media. They want to finish their de- Social Extroverts: This group cares about the social experiences grees and get a high-income job but tend to procrastinate and they will have in college. However, they are not uninterested in change directions, which puts them behind. education. They value personal independence and eye-opening experiences provided by the college. Perpetual Students: This group has trouble finishing school, possibly because they don’t really know what they want to major in. Anxious Go-Getters: This group cares about goals and success, They are lonely, alienated, and stressed. They have little social and saving money. They feel that they experience more stress activity and tend to feel lost in the crowd.

Late Transitioners: This group consists of an older demographic that is thinking of either going to college for the first time to attain a degree, going back to college to finish their degree, or going back to college to attain a different degree in order to switch careers. They are interested in flexible classes that allow them to work and they are concerned with financial stability.

80 MARKETING POSITIONING

UNIQUE SELLING POINT: POSITIONING STATEMENT:

Our USP, “We’ll Get You There,” encompasses the specific ben- “To recent high school graduates and current high school or efit that EFSC will serve to the consumer: EFSC will get you to college students that are interested in furthering their educa- your goal whether it is attaining a 2-year degree, a certificate, or tion, EFSC is a Florida state college that will aid you in reaching a 4-year degree. your specific educational goals ultimately assuring that you’ll be able to succeed while attending EFSC, when transferring to and This proposition will be illustrated in each advertising effort to en- attending a 4-year university, or entering and contributing to the sure that the message conveyed is consistent and, furthermore, work-force.” that these four words perpetuate in the mind of the consumer. Our positioning statement puts emphasis on the goals of the Lastly, our proposition is strong in that it can both pull prospective students interested in furthering their education. students into attending EFSC while encouraging already attending students to continue their educational goals, whatever those To students, EFSC is the facilitator of their success. To EFSC, goals may be. this statement is applicable for all aspects of their institution and to their goal of increasing FTE’s, maintaining their relationship with 4-year universities and providing the Florida economy with an excellent source of educated professionals.

81 82

IMC CAMPAIGN GOAL

To motivate 16 to 29 year old degree seeking prospective students to attain their academic goals through EFSC, rather than through another college, by creating a brand image that inspires individuals to think of the college as a catalyst to their accomplishments.

TARGET AUDIENCE

EFSC’s has several target audiences: high school students thinking about their academic future, recent high school graduates that need to make a decision on their academic future, current college students attending EFSC and mature prospective students changing their career paths or thinking of going back to college.

There are various groups of target audiences within the target market, but do not encompass the whole market (i.e., the innumerable reasons why an individual would want to attend college).

The target audience is broken down further by ages: 16-19 year olds, which encompass the high school students and recent graduates and 20-29 year olds which, encompass the current college students and mature students.

84 OBJECTIVES, STRATEGIES & TACTICS

Primary Objective: To increase awareness of EFSC by 30% and to increase interest of EFSC by 20%.

Primary Strategy: Go to EFSC because the college will help you accomplish your professional goals.

Tactics: [ad]DICTION, inc.’s campaign will implement several tactics to accomplish our primary strategic objective.

1. Increase awareness of EFSC through print magazine advertising.

2. Send out an informational brochure to the primary target audience during the college application period for high school students (September through November).

3. Send out a postcard to the primary target audience during the college decision period for high school students (February through April).

4. Implement a radio campaign from July 1st through June 30th and increase the frequency of the advertisements from September through November and again from February through April.

5. Implement an online radio campaign on Pandora.com from July 1st through June 30th.

6. Reinforce EFSC’s brand image through social media groups for the college.

7. Create school spirit through sports branding upgrade.

8. Create awareness of the BCC to EFSC transformation through press releases.

9. Create easier navigation on the EFSC website.

10. Engage each individual prospective student on the EFSC website through images that correspond with the user’s web search history (using the Snapt software). 85 By introducing the idea that EFSC will help students achieve their own version of success, prospective students will be more inclined to visit the landing page online for EFSC in order to attain more information about what EFSC has to offer them.

Ideally, these students, who are curious about their college choice, will receive a personalized experience when visiting the online landing page through Snapt’s software, thus furthering the idea that EFSC is there to help each unique student obtain their unique goal.

SECONDARY OBJECTIVE

Secondary Objective: To increase retention of students by 11%.

Secondary Strategy: Stay at EFSC because they are successful in helping you accomplish your professional goals.

Tactics: [ad]DICTION, inc.’s campaign will implement several tactics to accomplish our secondary strategic objective.

1. Increase awareness of EFSC through print magazine advertising.

2. Send out a postcard about the benefits of going back to school to the secondary target audience (February through April).

3. Reinforce EFSC’s brand image through social media groups for the college.

4. Create school spirit through a sports branding upgrade.

5. Create awareness of the BCC to EFSC transformation through press releases.

6. Create easier navigation on the EFSC website.

86 7. Engage each individual prospective student on the EFSC website through images that correspond with the user’s web search history (using the Snapt software).

IMC promotions will persuade current students to remain at EFSC for a longer period of time by illustrating to them that the college is helping them achieve their goals.

If current students feel assured that there are various opportunities that exist for them at EFSC, they will have a higher potential to take these opportunities, thus increasing their enrollment time at EFSC.

87 88 Key Fact: Eastern Florida State College is a two or four-year college that propels students into a successful professional life while giving them a university-like experience.

Problem that Advertising Must Solve: Current and prospective students want to have a fun and enriching college experience that includes extracurricular activities and school spirit, while still being mindful of the cost of tuition and their proximity to home. ADVERTISING OBJECTIVES & CREATIVE STRATEGY

Primary Objective: To increase awareness of EFSC by 30% and to increase interest of EFSC by 20%. Secondary Objective: To increase retention of students by 11%.

Primary Target: Prospective and current college students ages 16-19 years old. Secondary Target: Prospective, current and returning college students ages 20-29 years old.

Positioning: Eastern Florida State College wants to occupy the position as the best choice for a 4-year degree in the minds of prospective and current students.

Principal Competition: EFSC directly competes with Seminole State College and Valencia College. Both colleges have been very successful in their introduction of 4-year degree options and increasing student enrollment during and following the transition, an achievement that EFSC is aiming to duplicate.

Key Consumer Benefit: Eastern Florida State College offers a 4-year degree at a lower cost and is closer to home for some students compared to a major university. It solves the problem of EFSC being a state college because it contains the same university-like experiences that most students look for when choosing a college to attend.

Reason Why: As a new state college, EFSC will bring the space coast region a 4-year degree option that is less expensive than the universities near the region and is closer to home for those prospective students who live in Brevard County.

Tone: Inspirational, simple and professional.

Mandatories AND Policy Limitations: Must use blue as the main color in logos and other designs. 89 90 THE CREATIVE CAMPAIGN

We at [ad]diction, inc. asked ourselves several questions when deciding on the creative idea for our advertising campaign:

•What makes Eastern Florida State College different from Brevard Community College?

•How do we want the consumer to feel when they think about Eastern Florida State College?

•What tactics could we employ through our designs and advertising to set Eastern Florida State College apart from and above the competition?

We believed that our advertising strategy should be founded on the idea that the college is maturing from a community college into a state college. Several words describe the feelings that we want to evoke from the target market: “Prestige”, “Professionalism”, and “Simplicity” came to mind. So how could we use our own insights as well as those gained from surveying our target market to create a creative campaign that would set EFSC above the rest?

We are confident that logo and advertisements that we have created for EFSC embody the words listed above.

91 LOGO

The logo is in a simple, collegiate typeface and is organized symmetrically to look orderly to the viewer. The letters “EFS” are exaggerated in the logo because putting the word “college” on the backburner and simply using “Eastern Florida State” as a shorter version of the name gives the institution a prestigious feel.

It puts more emphasis on the word “state”, which conveys to the consumer that they are referring to a four- year school. The logo incorporates the full name of the school beneath these three letters, with the college’s positioning statement, “Explore. Achieve. Succeed.” in the smallest type at the bottom.

The colors used are blue and white. Blue is the primary color to maintain the main color of Brevard Commu- nity College in order not to incur huge costs for implementing color changes around campus. The blue and white are interchangeable as background and foreground of the logo. ADVERTISEMENTS

The advertisements follow the same tone as the logo, but incorporate one more aspect: inspiration.

We discovered from our research that our target market is goal-oriented. Whether they want their two- or four- year degree, are in college for the first time or going back to school after working for any number of years, our current and prospective students are coming to Eastern Florida State College to reach a goal.

The message that we wanted to send them with our advertising campaign is that, no matter what that goal is, Eastern Florida State College is the school that will help them reach it. Therefore we introduce to you our creative concept: “We’ll Get You There.” Students of Eastern Florida State College come from all walks of life, and they are all going different places.

Regardless of their goals, Eastern Florida State College has the tools and resources to help them get there. No one is excluded from this campaign. As long as you have a dream that could be furthered by education, you have a place at EFSC.

Our advertisements utilize inspirational copy and images in a simple and professional style while reinforcing the “We’ll Get You There” slogan and the name of the school.

92 We believe it will be successful in creating positive and wide brand recognition for the new school. BRANDING STYLE GUIDE

COLLEGE LOGO: The logo for EFSC are the letters “EFS” (Eastern Florida State) in blue with a white outline. The logo is simple and professional. The college’s own positioning statement – “Explore. Achieve. Succeed.” – is included at the bottom of the letters.

93 The logo comes in 9 color variations.

94 SLOGAN: “We’ll Get You There”

FONTS: Freshman; Adobe Garamond Pro; Collegiate

COLOR PALETTE:

CMYK: 100, 100, 25, 24. CMYK: 100, 100, 25, 24. CMYK: 0, 0, 0, 40 HTML: #262261 HTML: #262261 HTML: #A7A9AB RGB: 38, 34, 97 RGB: 38, 34, 97 RGB: 167, 169, 171

95 PRINT ADVERTISING

Overview: The overall look and feel of our print advertisements aims to inspire our audience. Unlike most college advertising, our advertisements do not show images of students, professors, or people in gender. We feel that by avoiding using images of individuals, our advertisements are nonexclusive and will have a higher chance of being remembered by our audience because of its originality.

ADVERTISEMENT 1: ARROW & TARGET

Copy: “You know your target. Now perfect your aim.” Visual: The visual of the arrow hitting the bulls-eye on the target demonstrates to the viewer that if they go to EFSC they will be able to reach their goals with precision and confidence.

ADVERTISEMENT 2: HAND & CLOUD

Copy: “You have the dreams. We have the resources to make them reality.” Visual: The visual of the hand in easy reach of the cloud is representative of being able to grab hold of your dreams (goals). A cloud represents dreams and the hand represents them reaching the dream with ease, by attending EFSC.

ADVERTISEMENT 3: FORK IN THE ROAD Copy: “We are paving roads to success. The direction is up to you.” Visual: The split path represents that the people who attend EFSC have many different kinds of goals. The copy reinforces the idea that the student is in charge of their direction, but no matter what, EFSC will help them get to their destination.Copy Font: Adobe Garamond Pro

96 ADVERTISEMENT 1: ARROW & TARGET

You know your target. Now perfect your aim.

ForFor moremore informationinformation visitvisit www.eastern orida.eduwww.eastern orida.edu 97 ADVERTISEMENT 2: HAND & CLOUD

You have the dreams. We have the resources to make them reality.

For more information visit www.eastern orida.edu

98 ADVERTISEMENT 3: FORK IN THE ROAD

We are paving roads to success. e direction is up to you.

For more information visit www.easternorida.edu 99 ONLINE ADVERTISING

ADWORDS:

A great way to grow business on a limited budget is by using paid search options like Google’s online advertising program, AdWords. With cost-per-click bidding, AdWords makes the most of your money while giving you easily measurable results. It works is by choosing key words, that if searched by your audience, will trigger your ad to appear next to or above the Google search results. Read more about Adowrds in our Media Plan section.

100 101 MSN ONLINE:

Initially, Hotmail.com scored very high on the index chart for our primary target. After looking into their media kit, [ad] diction, inc. learned that they are currently number one in email and instant messaging. MSN, the main website through which people access their Hotmail accounts, is a better site to advertise through because it reaches not only our primary target, but also our secondary as well.

Read more about MSN Online in our Media Plan section.

YAHOO ONLINE:

Yahoo.com is known worldwide for its search engine and email systems. Additionally, it had a high index for our primary market. Yahoo’s media kit showed that more than 100 million people view the Yahoo homepage each day, which amounted to more than 4.4 billion views each month. Yahoo’s homepage reaches mostly women and young adults, making it a perfect media outlet to reach EFSC’s target audiences.

Read more about Yahoo Online in our Media Plan section.

102 ONLINE ADS:

The online advertisements placed on MSN Online and Yahoo Online have the same theme as the overall campaign and use the same images and copy from the print advertisements that will be placed in magazines. The images will resonate with prospective students and entice them to click on the ad in that they will have a clear and creative message unlike other colleges. Instead of focusing on a particular student, EFSC’s magazine and print advertisements focus on the goals that students attending EFSC will accomplish. For further explanation on the images please see the Creative Offerings section.

103 RADIO ADVERTISING

RADIO SPOT 1: HIGH SCHOOL TARGET

FEMALE: You’re a go-getter. But then again, you love your social life. You have ambitions to be a CEO one day, but today you’re content being a college student. You hope to be a goal conquered; a dream achieved. But how do you get there?

MALE: That’s easy. At Eastern Florida State College, we’re committed to providing students with not only a strong foundation of education, but also the experience of a lifetime with a campus in Cocoa Beach. With the ideal work/life balance at your fingertips, we’ll lead you down a path that ends with nothing but success.

MALE AND FEMALE TOGETHER: Eastern Florida State College—We’ll get you there.

RADIO SPOT 2: CONTINUING EDUCATION

FEMALE: You work 9-5. Meetings with clients, endless emails and a schedule that leaves little time for coffee breaks.

MALE: You’re also a parent. You juggle three conflicting schedules under four feet tall, all before cooking dinner for a table of five. Still, you know you’re meant for more.

FEMALE: At Eastern Florida State College, we’re committed to providing students with not only a strong foundation of education, but also a guarantee for greatness. With the ability to fit online classes between the kids’ basketball games and the company’s board meetings, it won’t be long before you’re the CEO.

MALE AND FEMALE TOGETHER: This is Eastern Florida State College—We’ll get you there.

104 RATIONALE:

Our radio spots are designed to cater to two separate audiences: prospective high school students and adults who are looking to continue their education. The first ad, which targets high school students, paints a picture of their future and how accessible it is for them to achieve their dreams with EFSC. This spot will be featured on Pandora radio, which has a higher likelihood of reaching the Millenial demographic.

Conversely, the second ad is trying to communicate with adults who may consider returning to school and continuing their education. We anticipate that these adults have already established a lifestyle, may have a family and a busy schedule in which they have to fit additional coursework. For this reason, we will be featuring the spot targeted at adult demographics on local radio stations during rush hour. By placing promotional media during this time, we plan to reach adults as they drive home from work or to pick their kids up at soccer practice. The idea behind the spot is to help adults realize that even though their life is set up well currently, they can always climb in the ranks and achieve even greater futures with the help of EFSC.

105 DIRECT MAIL ADVERTISING

BROCHURE:

ad[diction], inc. chose to use a brochure as a part of our direct mail advertising because we believe it would be beneficial to the prospective students who will be obtaining them, as well as to EFSC who will be sending them out. The brochures will be important for the prospective students because they explain what EFSC’s mission is, information about EFSC, and different academia options available at EFSC. The aesthetically pleasing brochure ad[diction], inc. has created will capture attention from the viewers as well as add prestige to EFSC. The fact that the colors, font and logo on the brochure are consistent, vibrant and simple will promote positive perceptions among the viewers toward EFSC. EFSC will also benefit from creating this brochure because brochures instill a sense of professionalism, which is important for EFSC’s positioning in the eyes of future students. The main goal for the brochure is to spark prospective students interest in EFSC so they will want to obtain more information about the college and consider attending.

BROCHURE COPY:

EASTERN FLORIDA STATE COLLEGE EFS students pursue their academic goals on four lovely campuses along Florida’s Space Coast.

EXPLORE. ACHIEVE. SUCCEED. East Florida State College is a network of nearly 30,000 students and 1,700 faculty throughout Brevard County. (Between our EFSC/UCF Joint-Use Library, Technical and Professional Training programs, Small Business Development Center, and the new Center for Career Resource,) EFSC has all of the tools to leverage you in your future career and prepare you to take on any challenge. With four campuses located in Cocoa, Melbourne, Palm Bay, and Titusville and an abundance of online course and degree options, EFSC makes a quality education a convenience for anyone. On campus or online, on your own time. We have everything you need to bring your goals into reach. East Florida State College. We’ll get you there.

OUR MISSION Eastern Florida State is commited to engaging our diverse population in quality, accessible learning opportunities that successfully meet individual and community needs. To fulfill that mission, EFS offers: Undergraduate studies and Associate Degrees for students pursuing a Baccalaureate Degree delivered in 106 traditional face-to-face classes, partially online classes and online classes.Technical and vocational training for Associate Degrees and Certificates to enter the workforce, improve professional skills and develop new competencies. Instructional support services such as advising and career guidance. Activities supporting cultural enrichment, economic development, sports, wellness and quality of life. Workshops and classes for personal growth, developmental instruction and lifelong learning.

EXPLORE YOUR OPTIONS Eastern Florida State College offers a wide variety of degrees and programs to match the needs of every kind of student. It’s the perfect place for recent high school graduates seeking a traditional bachelor’s degree to start their college career. A Direct Connect program between EFS and the University of Central Florida allows for seamless transfer of credits from EFS’s Associate’s program to UCF’s Baccalaureate. EFS is also the place for adults looking to change careers or enhance their workforce capabilities. Employees who need to update certifications or improve technical skills will find what they’re looking for at EFS, with courses conveniently scheduled at our four campuses throughout Brevard County. Still in high school but trying to get a head start on college? Check out our popular and highly successful dual enrollment opportunities.

APPLY & REGISTER FOT CLASES AT EFS! An EFS degree opens the door to new opportunities, exciting career changes, personal growth and increased earning potential. Located on Florida’s Space Coast, Eastern Florida State College includes four campuses throughout the county, plus a Health Sciences Institute, and Institutes of Nursing, and Public Safety. The college provides students with the advantages of a large college and the benefits of a smaller one — including the same quality education as those big schools at about half the cost. During its 50 years of service, the College has conferred nearly 90,000 degrees and certificates.A BCC degree can lead to an immediate or better job after graduation. It’s also a bridge to a bachelor’s degree for students who choose to earn a two-year degree, saving tuition by completing their first two years here. EFS provides exciting opportunities for all kinds of students and we’ve organized our Steps to Enrollment by what kind of student you are: New Student, Returning Student, Transfer Student, Transient Student, High School Student, International Student, or Non-credit and Continuing Education.

CONTACT INFORMATION 107 Outside:

EFS students pursue their academic goals on four lovely campuses along Florida’s Space Coast.

WE’LL GET YOU THERE.

Toll-free: 1-888-747-2802 Toll-free:

Call Center: 321-632-1111, Option 0 Option 321-632-1111, Center: Call

We are closed Friday through Sunday. through Friday closed are We

Call Center Hours are Monday through Thursday: 7:30 AM to 7 PM. PM. 7 to AM 7:30 Thursday: through Monday are Hours Center Call

www.easternfl orida.edu www.easternfl

who can. Don’t hesitate to call us. Live Chat is available on our website our on available is Chat Live us. call to hesitate Don’t can. who

admissions to graduation. We can answer your questions or direct you to someone someone to you direct or questions your answer can We graduation. to admissions

The EFS Call Center is the place to call for general information about everything from from everything about information general for call to place the is Center Call EFS The Contact Us Contact

Explore. Achieve. Succeed.

East Florida State College is a network of nearly 30,000 students and 1,700 faculty throughout Brevard County. (Between our EFSC/UCF Joint-Use Library, Technical and Professional Training programs, Small Business Development Center, and the new Center for Career Resource,) EFSC has all of the tools to leverage you in your future career and prepare you to take on any challenge. With four campuses located in Cocoa, Melbourne, Palm Bay, and Ti- tusville and an abundance of online course and degree options, EFSC makes a quality education a convenience for anyone. On campus or online, on your own time. We have everything you need to bring your goals into reach. East Florida State College. We’ll get you there.

108 Inside:

Explore Apply & Register for Our Mission Your Classes at EFS! Options

Eastern Florida State College offers a wide variety of degrees and programs to match the needs of every kind of student. An EFS degree opens the door to new opportunities, exciting career changes, It’s the perfect place for recent high school graduates seek- personal growth and increased earning potential. ing a traditional bachelor’s degree to start their college career. A Direct Connect program between EFS and the University Located on Florida’s Space Coast, Eastern Florida of Central Florida allows for seamless transfer of credits from EFS’s Associate’s program to UCF’s Baccalaureate. State College includes four campuses throughout the county, plus a Health Sciences Institute, and Institutes EFS is also the place for adults looking to change careers or of Nursing, and Public Safety. The college provides enhance their workforce capabilities. students with the advantages of a large college and Eastern Florida State College is committed to engaging our Employees who need to update certifi cations or the benefi ts of a smaller one — including the same diverse population in quality, accessible learning opportunities that improve technical skills will fi nd what they’re looking for at quality education as those big schools at about half EFS, with courses conveniently scheduled at our four cam- the cost. successfully meet individual and community needs. puses throughout Brevard County. During its 50 years of service, the College has con- Still in high school but trying to get a head start on college? ferred nearly 90,000 degrees and certifi cates. A BCC Check out our popular and highly successful dual enrollment degree can lead to an immediate or better job after To fulfi ll that mission, EFS offers: opportunities. graduation. It’s also a bridge to a bachelor’s degree Undergraduate studies and Associate Degrees for students for students who choose to earn a two-year degree, pursuing a Baccalaureate Degree delivered in traditional saving tuition by completing their fi rst two years here. face-to-face classes, partially online classes and online Areas of Study classes. EFS provides exciting opportunities for all kinds of students and we’ve organized our Steps to Enrollment by Technical and vocational training for Associate Degrees and what kind of student you are: Certifi cates to enter the workforce, improve professional skills and develop new competencies. New Student Returning Student Instructional support services such as advising and career Transfer Student guidance. Transient Student High School Student Activities supporting cultural enrichment, economic develop- International Student ment, sports, wellness and quality of life. Non-credit and Continuing Education Workshops and classes for personal growth, developmental instruction and lifelong learning.

109 POSTCARDS

Front:

110

You work 9-5. Meetings with clients, endless emails and a schedule that leaves little time for coffee breaks. Back: Youʼre also a parent. You juggle three conflicting schedules under four feet tall, all before cooking dinner for a table of five. Postcard for Primary Target Still, you know youʼre meant for more. At Eastern Florida State College, weʼre committed to providing students with not only a strong foundation of education, but also a guarantee for greatness. With the ability to fit online classes between the kidsʼ basketball games and the companyʼs board meetings, it wonʼt be long before youʼre the CEO. This is Eastern Florida State College WE’LL GET YOU THERE.

Back: Youʼre a go-getter. But then again, you love your social life. Postcard for Secondary Target You have ambitions to be a CEO one day, but today youʼre content being a college student. You hope to be a goal conqueror; a dream achieved. But how do you get there? Thatʼs easy. At Eastern Florida State College, weʼre committed to providing students with not only a strong foundation of education, but also the experience of a lifetime. EASTERN FLORIDA STATE COLLEGE

WE’LL GET YOU THERE. 111 112

• To reach 40% of our primary target through traditional advertising • To get a total of 15 million impressions through online advertising

Primary:

16-19 year-old high school students applying to college for the first time Secondary: 20-29 year-olds who are already enrolled in college, or wish to go back to school and further their education

114 MEDIA PLAN

In coming up with the media plan, [ad]diction, inc. was challenged with trying to come up with the right combination of media tactics within a $500,000 budget limitation for the campaign length: July 1, 2013-June 30, 2014. The agency developed a comprehensive media plan within the designated budget including a combination of traditional direct mail, print, online, and radio media. Additionally, we looked at the possibility of producing a regional television spot, which would require additional funds [refer to Future Recommen- dations].

Because EFSC is being treated as a new brand, reach is more important than frequency in the beginning rebranding stages. When considering the industry of higher education, the most important time to advertise to students would be while they are applying to schools, or when they are making a final decision about which school to attend. For this reason, [ad]diction, inc. determined that a flighting or “bursting” method of scheduling would be most effective. Although some of our media will be running year-round, the majority of our advertising dollars will be spent during the application period (September through November), and the decision period (February through April). Each of these periods has 13 weeks.

Through the research findings, we found it hard to find existing information on 16 and 17-year-olds because all of the data we had access to was for adults 20+. There was also no existing data on education or schooling whatsoever. In order to overcome this obstacle we had to choose media outlets to advertise through that would not only be appealing to a younger audience, but also appropriate for our brand. Because our primary audience is between the ages of 16 and 19, it was a little difficult to find suitable programs and magazines that would be appropriate, so we had to take unique approaches when deciding which media outlets EFSC should advertise through.

115 MEDIA QUINTILES FINDINGS

When choosing which mediums to advertise through, [ad]diction, inc. relied on media quintile data for adults 20-29. Quintiles show media usage for certain demographics by dividing and comparing the specific population into five equal groups. Q1 represents heaviest users, Q2 heavy, Q3 medium, Q4 light and Q5 lightest users.

116 Across the board Internet had extremely high Q1 indexes: 138, 119, 154 and 138. Because of this data, [ad]diction, inc. knew it would be in EFSC’s best interest to allocate a significant amount of advertising dollars to Internet efforts. Additionally, the data revealed that magazines and radio are extremely important to this age demographic and therefore will be beneficial mediums to advertise EFSC through.

117 TRADITIONAL MEDIA

Our strategy for using traditional media in the form of direct mail the spring. 500,000 postcards will be sent to their secondary target is to directly market EFSC to prospective students in their homes. in the spring. To obtain the address lists for the direct mail, EFSC From our survey results, we found that our primary and second- will buy address lists from The Florida List Company. Offering ad- ary targets alike did not mind receiving direct mail pieces from dress lists for $43 per 1,000 addresses, The Florida List Company prospective colleges. We saw this as an opportunity to reach our allows clients to develop unique lists based on geography and be- targets in their homes. By sending our primary target brochures havior of their target market. The brochures and postcards for the that give a general overview of the school and all it has to offer, primary target will go to households in every county in Florida with we anticipate this will entice them to search for more information children 16, 17, and 18. Postcards for the secondary target will about the school online. In addition to sending our primary tar- be distributed to homes with residents 20-29, with an income of get an informational brochure during the application process, we $30,000+, in the counties surrounding Brevard County: Seminole, will send them another direct mail piece in the form of a postcard Orange, Osceola and Indian River. during the decision period. The postcard will contain information about all of the extra curricular activities students will have an op- EFSC will heavily distribute these direct mail pieces to 1,200,000 portunity to participate in at EFSC in hopes that they will keep the households during the application and decision months. school top of mind during their decision process. MRI+ data revealed that Maxim and Cosmopolitan were the most We plan to market to EFSC’s secondary target through postcards read magazines within or primary target. Rather than advertis- that will contain information about the benefits of going back to ing through these notorious magazines that might give EFSC a school for another degree during the spring decision months only. skewed reputation, [ad] diction, inc. looked to the parents of the 16-19 year-olds as a sub-target, through with messages will be EFSC will send 350,000 brochures to their primary target in the passed to the primary target. These magazines are known for fall, as well as sending 350,000 postcards to the same homes in their sexual content so putting an advertisement for a college in such a magazine would not be a smart idea for a developing educational brand. According to the MRI+ data, Coastal Living, Con- sumer Reports, and Outdoor Life were the three magazines that had the highest indexes on MRI+ for this sub-target. Unfortunately Consumer Reports does not allow advertising, so [ad]diction, inc. will be running ads through Coastal Living and Outdoor Life only. These magazines will also attract our secondary target because of

118 their wide distribution channels. ers in the eastern region as well. With a rate of $44,300 for each ½ page color ad, EFSC will reach around 1,709,666 people through An additional strategy is to market to the parents of the primary ads in Outdoor Life, making the CPM around $25.16. target through magazine advertisements. [ad]diction, inc. is recommending EFSC run two advertisements in each magazine, one OUTDOOR LIFE STATISTICS during the application period and one during the decision period. EFSC will have a ½ page color ad in Coastal Living once during • Total adults: 5,129,000 September and once during April. The ad will be placed in the • Median age: 46 issues of Coastal Living that are distributed to the east coast re- • College educated: 48% gional states. Each ½ page color ad is $34,000. Total affluent audi- • Subscription copies: 96%; newsstand copies: 4% ence for Coastal Living is 1,489,000; 1/3 of the country is included • Mean time spent with magazine: 96 minutes in the east coast regional states so we expect 496,333 households to receive our advertisement in both September and April. With 5.08 readers per copy, EFSC will receive around 2,521,371 im- INTERNET/WEB ADVERTISING pressions from each print ad; therefore making the CPM $13.48. [ad]diction, inc. is recommending that EFSC have an online pres- COASTAL LIVING STATISTICS ence with ads on online newspapers, paid search, and website advertising. There will be online presence on each of these sites for the length of the campaign, although during the application and • Total audience: 3,447,000; affluent audience: 1,489,000 decision periods there will be much more frequency. • Readers per copy: 5.08 • Female: 71%; Male: 29% Strategically, [ad]diction, inc. recommends EFSC market through • College educated 80% newspapers in an online format to once again target the parents • Median age: 53 of the 16-19 year-old prospective students. Florida Today and the Outdoor Life will run EFSC’s ½ page color ad once during Octo- ber, and once during March. The reason for advertising during different months for each magazine is so that EFSC will have some form of print presence during at least four months of the bursting periods. EFSC will run an advertisement in Outdoor Life subscrib-

119 Orlando Sentinel are the newspapers with the most reach sur- have the highest indexes on MRI+ for our primary target market, rounding the Brevard County community. Florida Today covers and because print newspapers are a dying industry, [ad]diction, the whole Cocoa Beach and Melbourne areas, reaching potential inc. suggests EFSC place display advertisements on the online students around the school. EFSC will run an online ad every Sun- versions of these newspapers. EFSC will also run an advertise- day throughout the 1-year campaign (52 ads total). Each ad costs ment on the Orlando Sentinel every Sunday for the entire cam- $100.28; conservatively assuming each of the 134,500 house- paign. Each display ad is $38.94; looking at a Sunday readership holds reached have 1 person, the CPM for Florida Today is $0.74. of 900,000, the CPM for the Orlando Sentinel is $.04.

FLORIDA TODAY STATISTICS ORLANDO SENTINEL STATISTICS

• Total adults: 449,600 • During an average month, OrlandoSentinel.com experienc- • Male: 48%; Female: 52% es over 40 million page views and 4.5 million unique visitors • Online users: 69% • Affluent adults: 48% (half of Central Florida’s adults with • Florida Today reaches 85% of Brevard County adults household incomes of $75,000+) each month • 42% of households with children • Reaches 134,500 households/year • Sunday readership: 900,000

A great way to grow business on a limited budget is by us- The Orlando Sentinel will broaden our reach to the surrounding Or- ing paid search options like Google’s online advertising program, lando area and possibly pull potential students from other schools AdWords. With cost-per-click bidding, AdWords makes the most such as Valencia Community College, University of Central Flori- of your money while giving you easily measurable results. It works da and Seminole State College of Florida. These two newspapers is by choosing key words, that if searched by your audience, will trigger your ad to appear next to or above the Google search results. This allows our ads to reach only potential students who are searching things like, “Florida state colleges,” “low tuition rates in Florida,” “online college programs in Florida,” and “continuing education Florida.” Also, AdWords not only offers geo-targeting, but also allows advertisers to choose specific days of the week, hours in the day, or different devices upon which to show their ads.

120 Through AdWords, EFSC has to option to advertise on YouTube for our primary and secondary targets were Pandora, Yahoo, and as well. MSN. For all of these media outlets, EFSC will have an online ad presence throughout the whole year, putting more advertising dol- Daily, 620 million people visit Google, 20% being under 18, 17% lars into the application and decision periods. 18-24, and 19% 25-34. Because our target is so invested in Google, we think allocating 20% of our budget to AdWords will With the majority of Pandora’s 70 million unique monthly visitors prove successful for EFSC. With this $100,000 we can choose a being young adults, it is a great media outlet to reach EFSC’s pri- daily budget that can be changed at anytime, allowing us to adjust mary target; 22% of its users are <18, and 16% are 18-24. The in- our budget depending on the success of the ads. EFSC will get to dex for students who plan to attend college in the next 12 months specify a maximum CPC bid they are willing to pay for each click, was 420, proving Pandora is a worthwhile media outlet to reach this bid will determine how high up on the search results our ads our primary target. [ad]diction, inc. has produced a :30 radio spot will appear. To begin the campaign, EFSC will set their CPC bid directed towards those 16-19 year olds who listen to music on to be $.50, a competitive bid in today’s paid search industry. With Pandora often [see appendix for script]. [ad]diction, inc.’s goal for a goal of 200,000 clicks throughout the year, EFSC will increase the media campaign is to achieve 5,000,000 impressions through its daily budget during the application and decision process, while Pandora by allocating about 8% of the budget. lowering it during the off months. Although some months will be more competitive than others, EFSC will have an advertising pres- Initially, Hotmail.com scored very high on the index chart for our ence on Google during the entire campaign. primary target. After looking into their media kit, [ad]diction, inc. learned that they are currently number one in email and instant Geographically, EFSC will have AdWords presence all over Flor- messaging. MSN, the main website through which people access ida. At anytime during the campaign, [ad] diction, inc. will have access to see Visitor Trending, which will tell us what hours of the day our targets are most visiting our site. From here we can edit our AdWords preferences to have our ads show up only during those hours, maximizing our advertising dollars.

Because the primary and secondary targets both qualify as Millen- nials, and are therefore technologically inclined, [ad]diction, inc. recommends that EFSC have a strong Internet advertising presence. MRI+ data showed that some of the most-visited websites

121 their Hotmail accounts, is a better site to advertise through because it reaches not only our primary target, but also our secondary as well.

EFSC will run display ads on each of these sites, which both have average CPM rates of $5. These sites are both similar in that they can narrowly geo-target advertisements so that we will be sure to reach our targets. [ad]diction, inc. is aiming to reach 5,000,000 impressions for each of the sites using 10% of the budget for both.

122 RADIO

Lastly, [ad]diction, inc. recommends that EFSC advertise to both To reach their primary target, EFSC will advertise radio on WFKS: of their targets through radio in the Cocoa Beach area. EFSC will Top-40, with an audience of 18-34. The price of a :30 spot on reach their secondary target through radio spots on WLRQ: Adult WFKS runs around $30. EFSC will run two spots every weekday Contemporary, with an audience of 25-54. A :30 spot runs about on each station only during the application and decision periods; $50 on WLRQ, and EFSC will run an ad during the morning drive one during the morning drive and one during the evening drive. and evening drive every weekday during the application and deci- The CPM for the morning drive is $4.90, and $7.89 for the evening sion periods. Reaching 100,000 weekly listeners, WLRQ’s CPM drive. is $0.50. WFKS STATISTICS WLRQ STATISTICS • Female: 64%; Male: 36% • Female: 63%; Male: 37% • College educated: 42.2% • 49% of the audience is 25-54 • #1 share for morning drive with 11.6% • College educated: 70.2% • #1 share for evening drive with 18.5% • 100,000 weekly listeners W • 71,000 weekly listeners • Listeners are 350% more likely to plan to take a college- level course in the next 12 months

WFKS coverage map WLRQ coverage map

123 TELEVISION Within a budget of $500,000, it is difficult to produce and run a successful television campaign. However, [ad]diction, inc. is making suggestions that we think (FOR FUTURE EFSC should use if they want to include TV advertisements in the future. The data showed that EFSC’s tar- RECOMMENDATIONS) gets are likely to watch cable networks such as MTV and VH1, however those are not channels we would advertise EFSC on. They are not appropriate programs for advertising a serious education and EFSC would not look credible if a commercial showed up on one of those networks. Since our primary target audience is 16-19, EFSC would need to advertise during nighttime cable TV shows because the primary target is typically participating in extra-curricular activities before this time; an ideal television spot for EFSC would run between the hours of 8-10 pm during the week. This will reach the highest amount of students between the ages of 16 and 19.

124 As far as channels are concerned, we decided to go Choosing to run a television spot through cable rather with ESPN and ABC Family. Using MRI+ we found than primetime will allow EFSC to target more spe- that these had a lower index than some of the other cifically in the Cocoa Beach area, opposed to buying channels, however, they were more appropriate for our the whole DMA. Assuming a rating of .1 for these sta- commercial. These were the channels that we found tions, EFSC is looking at around $84.80 for each spot to be family friendly, but were also appealing to the they run, rather than $848 per spot for primetime. students. According to the MRI+ data that we found Production of a television spot is hard to estimate, but searching by movie going attendance, ABC Family had if EFSC wants to produce a professionally branded an index of 113 and ESPN had an index of 106. Again, spot, they are looking at up to $100,000, depending this may seem lower than other indexes because of on production elements, talent fees, etc. the fact that we wanted to advertise in a more professional and appropriate network. Both of these channels will also attract some of our other target markets besides the primary market. They will bring in parents who are watching this network with their kids and the young adults who are watching the variety of sports and programs ESPN has to offer.

125 126

In order to achieve our campaign goals, [ad]diction, inc. was given a total budget of $500,000 for the length of the campaign: July 1, 2013 – June 30, 2013. The budget is broken down into traditional, online and radio advertisements. The total for all media objectives amounts to $452,739, leaving $47,261 (10%) contingency budget to allocate to the mediums that are producing the most results after 3 months. Traditional

• Buying direct mail address lists • Brochures to our primary target • Postcards to our primary target • Postcards to secondary target • Coastal Living Magazine • Outdoor Life Magazine Online

• Orlando Sentinel • Florida Today • AdWords • Pandora • MSN • Yahoo Radio

• WLRQ in the Cocoa Beach area • WFKS in the Cocoa Beach area

128 TRADITIONAL 47%

Buying the Direct Mails list $ 51,600 350,000 Brochures (primary) $ 9,275 350,000 Postcards (primary) $ 9,275 500,000 Postcards (secondary) $7, 950 Ad in Coastal Living (2) $68,000 Ad in Outdoor Life Magazine (2) $88,6000

ONLINE 39%

Orlando Sentinel (52) $ 2,025 Florida Today ads (52) $ 5,215 AdWorks $ 100,000 Pandora (5,000,000 imp) $ 40,000 MSN.com (5,000,000 imp) $25,000 Yahoo.com (5,000,000 imp) $25,000

RADIO 4%

Radio on WLRQ (2 ads a day, 130 days) $ 13,000 Radio on WFKS (2 ads a day, 130 days) $ 7,800

TOTAL BUDGET $452, 740

CONTINGENCY $ 47,260 129 130 131 132

PLAN EVALUATION

[ad]diction, inc’s advertising campaign implements several factors that will contribute EFSC’s long-term success. By first recognizing the goal, to increase FTEs, we were able to visualize how the campaign would unfold. We have calculated that an increase of 6,000 full-time students for the first year of the campaign would give EFSC $14 million in FTEs.

The initial goal, mentioned in the Marketing Section, of attaining $18 million worth of FTE’s for the first year is shy by 22% ($4 million). However, if EFSC maintains an aggressive advertising campaign and increases their incoming student goal from 3,000 to 7,500 (a 1,500 student increase from our 6,000 student a year goal) for the second, third, and fourth year they will have had 28,000 new students enroll in 4 years which equals to approximately $70 million dollars.

If EFSC can attain 8,500 incoming freshman in their fifth year (2,500 student increase from the first year) they will have made $90 million dollars back in FTEs. We believe this goal is attainable for the client if our campaign is implemented during the first year of the transition and adjusted for the following years.

Additionally, our campaign allows for flexibility during the first year of implementation in that fund allocations could be adjusted depending on the results of the medium allowing for EFSC to allocate their funds wisely and efficiently. The primary reason the campaign will be effective in attaining the FTEs required is due to the amount of impressions that will be created through direct mail advertising.

Our campaign will be casting impressions to 350,000 homes in the fall and again to those same homes in the spring. These impressions will be made during the two critical points of the college application process (the inquiry and application process which is September through November and the decision process which is February through April). Separate from these numbers are the 500,000 different households that will be sent direct mail during spring.

In total, our campaign will give EFSC 850,000 impressions in one year with direct mail. That means that less than 1% of students would have to apply to EFSC for our campaign to reach its goal. If only 1% of students who receive the direct mail apply and enroll then that means EFSC would have 8,500 new attending students that year, 2,500 more students than required to fulfill the $90 repayment.

134 The campaign is also backed up by research findings, which gave us insight on how prospective students respond to direct mail. Re- search suggested that even if students didn’t specifically request the information, they had no negative feelings towards being sent informative direct mail from a college or university. Thus, even the students not interested in applying will become aware of EFSC.

In addition to direct mail, our team is also confident that magazine advertising will resonate with the primary and secondary targets because of our inspirational and simplistic copy and design. The magazines chosen also backed by research in that we gathered the index’s of the media in general and the specific media vehicles from a reputable source (MRI+-).

[ad]diction, inc. is confident that the radio advertisement copy will resonate with the audience because of the tone and its attempt to engage the audience by using language and style that speaks directly to them and their academic and professional aspirations.

Online advertising efforts are also efficient and will provide results because we use very popular online vehicles such as MSN Mail and Yahoo Mail where millions of users will be reached. Unlike traditional media, our online media will run at the same frequency all year round, versus the flighting pattern of the traditional media, which will provide for a broader reach of online users and will also maintain the EFSC’s brand prominence in the mind of the consumer.

Other tactics for online include Google’s Adwords, an integral tool to any campaign, especially one geared primarily towards high school students and young adults. Adwords will track the searches efficiency and will thus allow for EFSC to account for every click through to their website. The search features can be modified and will ensure that EFSC can adjust for search trends and will further allow EFSC to plan their budget for the following years based off of patterns in the Adwords search data.

Overall, our team strongly believes that EFSC will reach their goal of attaining more full-time students and will further the likelihood that these same students will continue their education at the college.

135 136

TELEVISION SPOT

This television spot has a foundation of the overarching From there, the frame will show the student enjoy- theme of this campaign: milestones. ing daily life at EFSC. Walking on campus, waving to friends, then shaking the dean’s hand at college gradu- We wanted to paint a picture of following one of EFSC’s ation. students from their time prior to deciding to join EFSC, through their graduation and ascent to a position as the The voiceover will read, “You could have joined the CEO of a company. family business… But you knew you were meant for something greater.” The beginning of the ad will start with a high school student in a classroom, a science lab, as though they were The last scene will show him walking into a huge office, in Biology class. The voiceover will say, “You could have with a wall of windows and a large desk in front of it. dropped out after taking Biology… But you decided to persevere.” On the desk will be a plaque that reads, “Chief Execu- tive Officer.” He will walk up to the windows and enjoy The next scene will pan to a student playing a high the view, taking a pause to remember this moment in school sport, then to them studying late into the night at time.

He will then glance at the wall, where he has his EFSC home. The voiceover will read, “You could have slacked diploma framed, as the voiceover says, “Eastern Flori- and settled for passing… But you had more drive than da State College: We’ll get you there.” that.”

The next will show the student at a big state school foot- ball game with his family, like the University of Florida, cheering on the Gators.

It will then pan to him opening an acceptance letter from EFSC on the street at a mailbox, then looking down the long road with a smile on his face.

The voiceover will read, “You could have followed in your parents’ footsteps to join their alma mater… But you knew you had your own path to create.” 138 TV STORYBOARD

Script: You could have dropped out after taking Biology… But you decided to persevere. You could have slacked and settled for passing… But you had more drive than that. You could have followed in your parents’ footsteps to join their alma mater… But you knew you had your own path to create. You could have joined the family business… But you knew you were meant for something greater. You knew you’d be the CEO one day. Eastern Florida State College: We’ll get you there. 139 EFSC ATHLETIC BRANDING

We have decided to maintain BCC’s current mascot of the titian as EFSC’s mascot. However, we have presented some suggestions on how to update the mascot to better reflect our campaign for EFSC.

We believe it is important to maintain the titian as the mascot because we hear that a drastic change would alien- ate BCC’s current alumni who already attachment to the titian.

The logo we are suggesting for EFSC’s sport teams is a lightning bolt that represents the Titans mascot. The lightning bolt is combined with a T.

The words “Titans” will be displayed above the lightning bolt. BCC’s current sports logo is a sword, however, when researching titan’s we found that they were referred to and described as gods rather than just soldiers.

We see this change as an upgrade and not as a total deviance from their current sports positioning.

Our team feels that this change will enhance the school and sports spirit of EFSC and coincides with BCC’s transformation from a community college to a state college.

We also suggest this upgrade be implemented in the mascot’s costume. Instead of a soldier custom, a more “godly” and Greek costume would be more appropriate and would match the suggested logo.

The colors we have chosen for the lightning bolt are included in the color palette in the Branding Style Guide.

140 ATHLETIC WEAR EXAMPLES

Website: customink.com Group Cost: approx. $20 for T-shirts, approx. $40 Sweat Shirt

141 WEBSITE RE-DESIGN

Although we believe that BCC’s current website is easy to navigate, we feel that EFSC would benefit from a polished and more simplistic version of their current website. We suggest the following:

1. Consistent colors: the colors used can be found in the color palette section of the Brand Style Guide. EFSC’s updated website should consist of their primary colors.

Currently, there are several green buttons and icons in the BCC website. These colors are not consistent in that they are not present in the logo and clashes with the navy blue color BCC uses.

2. Simple Design: BCC currently has four columns on their website. Eliminating the Quick Links column and instead adding it to the header links as a drop down menu would reduce the amount of information that is displayed on the page while, at the same time, maintaining ease of navigation.

The “Our Campuses” section may be unnecessary due to the existence of an “Our Campuses” link. The new template has combined campus and student life as the “Campus Life” link which embodies both subjects.

3. Ease of navigation: Quicklinks is mentioned next to Directory at the top of the page where students are more likely to look for these types of resources.

Links to social media websites are under the Search Bar so that students are immediately aware of these outside sites and may be more likely to visit them.

142 4. Logo Prominence: EFSC’s branding would greatly benefit from featuring their logo in a highly visible area.

We have placed the EFSC logo in a large size and by itself so as to remain in the minds of the prospective students longer and more clearly.

The current BCC logo, our team feels, is less prominent by being average in size and being overpowered by the sliding pictures below the logo.

While the new website template also has alternating pictures, they are less prominent than the BCC pictures and are not the primary focus of the student’s attention.

Our aim is that EFSC’ logo vacates the mind of the prospective student so that it is easily recognizable for future instances of advertising.

5. Alternating Pictures: BCC’s current website also has alternating pictures.

EFSC’s new template should also alternate their pictures. However, the pictures we chose should be consistent with the psychographic segments.

One group of prospective students will see certain images based off of their past internet searches on search engines such as Google and Yahoo.

Snapt will implement this tactic, however, we have provided our own psychographic segments based off of research and have illustrated the images that may relate to each group. 143 SEGMENT KEYWORDS AND PICTURES:

Below are examples of what types of images would correspond with each segment along with keywords that Snapt’s software could use to distinguish the different segments.

Conscientious Achievers: certificates, knowledge, learning, education, opportunities, success, dual enrollment, career.

Social Extroverts: nightlife, clubs, social life, things to do, beach, fun.

144 Anxious Go-Getters: financial aid, success, saving money, how to. Inquisitive Introverts: college advising, grade point average, GPA.

Cyber-Students: Degrees online, Success Experts: high-income jobs, Self-Actualizers: art, music, Facebook, twitter, salary, jobs, high paying careers, networking. style, traveling. careers, e-learning, degrees.

Perpetual Students: changing, Late Transitioners: parenting, flexibly classes, majors, careers. part-time, going back to school, financial, aid, daycare, career, switch, working.

145 SOCIAL MEDIA

Since Facebook is one of the most heavily used social media website, it is vital the EFSC its presence available on it. The majority of both our primary and secondary target markets have their own personal Facebook pages, so it would make sense if EFSC would have its own Facebook page as well.

The goal is to have different Facebook pages for each future graduation class, for example: “EFSC Class of 2014, EFSC Class of 2015… etc. For students who have just been recently accepted into the college, there will be an EFSC employee who will be administrating the Facebook page and will invite prospective students into the Facebook group/page.

The administrator will post upcoming events going on at EFSC such as basketball games, clubs and activities available on campus and academic calendars.

This Facebook group will make future students excited about attending college at EFSC and will allow them to connect with their peers, future roommates or friends. Also the Facebook group will allow future alumni to stay in touch with their graduating class, network and resonate them school pride and memories that made at EFSC.

146 PUBLIC RELATIONS

Top of Mind Awareness oObjectives include building top-of-mind awareness of EFSC brand within both primary and secondary targets.

Kennedy Space Center Partnership oWe advise that EFSC reach out to Kennedy Space Center to form a partnership that offers students exclusive internship placement while enrolled in the college

Newsworthy Press Releases oPress releases about not only the change of BCC to a four-year university, but also community events in rela- tion to EFSC will be sent to local media. This allows the school free exposure, with the likelihood that a media outlet will pick up the story if they have extra space when going to print.

Positive Social Awareness oA favorable social awareness mandates that employees at EFSC provide students with the best possible student to faculty interaction. Fostering these positive relationships allows a favorable word of mouth publicity opportunity for EFSC.

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