Marketing plan final presentation

IMC@SLC Marketing Plan OBJECTIVES -To raise awareness of IMC@SLC to students and parents - Show the benefits of the program to students and parents -Get ten new applications for the 2014 program by mid- to late- september Segmentation Consumer Behaviour Psychological - Hierarchy of needs Social- reference groups Target Market- Geographic Areas- Sutton Mills, Westwoods, Sunnyside Schools- Kingston CVI, Loyalist CVI, Frontenac SS, Bayridge SS Target Market- Demographics Gender Age Language Ethnicity Income level Target Market-Psychographics Interests- Computers, Post-secondary, Social Media Target Market- Socialgraphics Reference Groups: Peers, Family Social Class: Middle-Class, Upper Class Competitive Analysis Unique Selling Proposition: credits, Post-secondary experience Product Product Mix- Range of focus programs Current Branding- Dual Credit PASS branding Consumer good status- Specialty service, High Quality Product life cycle: Maturity-Decline Stage Promotion Shotgun/Rifle Strategies: Shotgun(Posters) Rifle(Postcards, Facebook) Advertising: Posters, Postcards, Facebook Sales Promotion: Free items Promotion- Continued Guerilla- Information Sessions Selling- Alumni experiences Public relations- Website, Twitter, Youtube Branding Brand Name- IMC@SlC Slogan- Get out of high school and get into life Brand Image: Fun and exciting Branding- Logo Budget Timeline