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Advertising & IBP Plan

The Center for Academic Student Achievement (CASA) Diana Caragan & Mindy Wiriya Sarika

Introduction

Executive summary: The research conducted to determine the consumer insights on The Center for Academic Student Achievement (CASA). It was conducted through interviews of students and service providers on campus. As a supplement to developing an effective advertising and IBP strategy for the establishment.
Overview: CASA offer the services to help TAMUCC students in succeeding. The study facilitates CASA in uncovering how they are doing and what is expected from the students. Having an accurate and first hand insights from the students is very helpful in developing an advertising plan and improve the services in general.

+ Situation Analysis: Historical Context

1994-2009

TLC (Tutoring Learning Center) @ TAMUCC Library

2009-Present

CASA (Center of Academic Student Achievement) @ Glasscock Building

+ Situation Analysis: Industry Analysis

10, 000 students (48 states & 67 foreign counties) Student to faculty ratio is 20:1 Over 70 percent receive financial assistance Starbucks, library, lounges, study area within each building on campus, Wi-Fi spots Wide use of tablets and laptops

+ Situation Analysis: Market Analysis

Who are using CASA: -referred by other students or friends -recommended or required by professors -found CASA on their own

Target Group: -first time user -never heard about CASA -heard about CASA but not interested to use it

+ Situation Analysis:
Competitor Analysis
CATEGORY ADVANTAGES Convenience Comfort Zone Supported Multiple resources DISADVANTAGES Limited resources

Self-study
Group Study

Inconvenience Not for everyone

Online Tutoring Services

Convenience Unlimited resources

Cost/Expensive Contract

Objectives

Create brand awareness Provide information about all services offered To change students beliefs or attitudes towards tutoring services Time frame: 3-4 weeks Increase CASA services usage Current weekly users: 670 students (approx. 6.7% of student body) Implement IBP and keep it consistent and updated

Advertising & IBP strategy

The department provides strategic marketing and communications services to the Universitys academic colleges and institutes.

Target Audience - Students enrolled on campus Brand-name recognition - Staffs introduce CASA in classrooms - professors & SI leaders in specific classes Scheduling - Flighting: advertise heavily before/during exam periods Vehicles: Print/Video Ads - flyers - banners in walkway - play ads on campus televisions Testimonials - focus on promoting real experiences - advertise the benefits/ease of use

Budgeting

Objective-and-task : TAMUCC MARCOM Department - offers most of the design services for free if given sufficient time to complete (at least 1 month in advance)

Additional Costs - extra hours costs approx. $50/hour (freelancers) - Approximately 10-12 hours of labor for full-campaign - Banners cost approx. $200 - Flyers cost approx. $150 for 200 ($0.67 each+fees)

Budget Estimation: $400

Sources: Carrie Miller, Director of Marketing at TAMUCC &

Execution

Commercial - http://www.youtube.com/watch?v=kVKB-LNIfs8
Flyers/Banners distribution around campus Introduction in classrooms Social media promotions

Evaluation

Administer a survey to measure how much people know about CASA after the campaign finished
Number of students who attend sessions (if increase)