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Annual ReportMarch 18, 2010 – Tami SeitzDirector of Marketing & Public Relations, Quad Cities

Quad Cities Marketing &Public Relations

Report Overview Mission & Purpose

FY 2010 Goals & Accomplishments

FY 2011Goals

FY2010 Cost Savings

FY 2011 Budget

QC Marketing & Public Relations

The goal for the WIU-QC Marketing and Public Relations is to create awareness of the WIU-QC brand, integrate marketing, continue institutional branding, contribute to WIU-QC advertising design, implement messaging strategies and collaborate with faculty, staff and students to promote events and programs that relate to this campus. In addition the QC Marketing professional selects and coordinates multiple media channels and vendors for the needs of faculty and staff in the Quad Cities and events held in the QC’s from Macomb departments and programs. QC Marketing also serves as a resource for any promotional materials created within the University that is intended for internal and external audiences.

FY 2010Goals

QC Marketing & Public RelationsQC Marketing works closely with WIU-QC

Admissions, the faculty, student organizations , University Relations and University Marketing. In addition, QC Marketing is dedicated to integrated marketing and strategic University initiatives. Externally, QC Marketing works with a variety of media representatives and community leaders.

QC Marketing & Public Relations - ObjectiveThe overall objective of QC Marketing is to

increase awareness and visibility of Western Illinois University – Quad Cities as an institution of academic excellence, and dedication to higher values in higher education and service to the community through a comprehensive, integrated marketing and promotions strategy and continued involvement in community and news that relates to our students and external populations.

FY 2010Obbjectives

QC Marketing & Public Relations –FY10 Goals Promoting WIU –QC as an institution of

quality by advertising our rankings in U.S. News & World Report and Princeton Review. Promoting WIU’s affordability through messages advertising our Transfer Cost Guarantee, new programs, dual agreements, Linkages and 2 + 2 agreements. This promotion goal accomplished through utilizing a variety of media channels in the Quad Cities, including billboards, bus wraps, print, and radio cable, direct mail, Chamber of Commerce e-mail blasts and broadcast.

FY 2010Goals

QC Marketing & Public Relations –FY10 Goals Target marketing to more diverse

populations through the inclusion of diverse student models in a variety of advertising such as billboards, print ads and view books and through advertising in target specific media such as BET cable in the QC, more male dominated radio stations such as KCQQ, 106.5. For the first time this year we advertised on MediaCom’s Univision Spanish speaking channel which included an ad for WIU-QC that was voiced and produced in Spanish.

FY 2010Goals

QC Marketing & Public Relations –FY10 Goals Integrating new media into QC marketing

efforts continues. WIU –QC incorporated a new look for street banners which are located at the 60th Street campus, Riverfront and Caxton. WIU-QC bell tower street banners are still strategically placed in downtown Davenport directly in front of the FIGGE Museum of Art where WIU’s Museum Studies courses are delivered. WIU-QC maintains its own Facebook page with a fan base of over 242 “friends” (180 visits this week alone) since its inception last fall. Since then other student groups and the Executive Studies Center have launched their pages as well.

FY 2010Goals

QC Marketing & Public Relations –FY10 Goals Collaborating with WIU-QC Development

on publications for the comprehensive campaign resulted in the completion of the WIU-QC case statement brochure a variety of campaign promotional materials including the annual appeal. Currently a QC Scholarship campaign piece being produced to send to over 6,000 potential donors.

FY 2010Goals

QC Marketing & Public Relations –FY10 Goals

• QC Public Relations continues to collaborate with University Relations in writing and issuing news releases, making media contacts and following up with media on media advisories and news stories. WIU-Q contributes to overall positive public relations by originating story ideas and promoting events and students on our campus and by maintaining and establishing good relationships with the media.

FY 2010Goals

QC Marketing & Public Relations –FY10Goals Involvement with the community colleges in

the QC’s and beyond continues through advertising efforts, dual enrollments, transfer guarantees, 2 +2 programs, college visits, consortiums and collaborative high school visits geared towards increasing awareness of WIU-QC as THE choice to complete their bachelor’s degree. Shared marketing expenses i.e. mailings, ads and direct mail were implemented with Black Hawk College and the Linkages Program. Shared marketing pieces (flat sheets) including both institution’s logos and curriculum exist in RPTA with EICC and BH College.

FY 2010Goals

QC Marketing & Public Relations –FY10Goals Summer Session Billboards posted in

Community Colleges and WIU-QC

RPTA shared flat sheets with BHC and EICC

FY 2010Goals

QC Marketing & Public Relations –FY10Goals

• Positioning WIU-QC as “The Public Choice” continues in each form of advertising: bus wrap, print ads, radio and cable and video ads.

FY 2010Goals

QC Marketing & Public Relations –Accomplishments

• Promotion of WIU-QC as an institution of quality and affordability by advertising new programs, cost guarantee, dual enrollments, 2 + 2 agreements and rankings through a variety of media channels.

• Collaboration across campuses and within the institution colleges on promotional materials, events and publications for the comprehensive campaign and new programs.

FY 2010Accomplishments

QC Marketing & Public Relations –Accomplishments

Targeted marketing to more diverse population.

Continuing to investigate and incorporate new media into university marketing efforts.


QC Marketing & Public Relations –Productivity Measurements

QC enrollment continues to increase

Student surveys indicate students have noticed various forms of advertising



This data indicates that awareness of WIU as a quality and affordable higher education option is growing and that students are choosing WIU.



Personal casual conversations with various audiences indicate television commercials are being seen on WQAD and various MediaCom cable channels.


QC Marketing & Public Relations –FY 2010 Goals

In addition to the continued awareness campaign, new targeted niche marketing will be added for program specific marketing as new programs come to the QC’s.

New media including Facebook and online marketing tools will be added to the campaign like the potential to sponsor sporting events held at the iwireless center with nationwide advertising potential.

FY 2010Goals


Continue to collaborate with admissions and development with marketing efforts

Target human resource managers whose companies have a tuition reimbursement program within a one hour radius and provide them with admissions materials and promotional items to encourage the company employees to enroll with WIU-QC.

FY 2010Goals

QC Marketing & Public Relations

Examples of Marketing Cost Savings to the University

By taking advantage of special station sales, discounts and non-profit rates the University benefits with significant savings. In 2009, savings to the University totaled over $41,775.79for commercial and cable television, print ads and radio. Establishing good relationships who know our marketing needs contribute to the University’s media and marketing savings. Many times the sales professionals call WIU-QC first and offer sales and benefits to us before they’re sold out.

Cost Savings

Billboards

QC Marketing & Public Relations –FY 2011 Budget Request

Total Budget Request: =$79,000

$7500 in Print Ads

$6,800 for OnMedia Cable TV ads,

$17,000 for one bus wrap in Iowa

$4000 View book

$ 13,000 Billboards

$ 1500 Email campaign for program

$5,000 video shoot for commercial

$ 2,000 promotional items

$4500 folders for admissions

$5,000 archive video project for Riverfront

FY 2011Goals

$11, 800 Radio campaigns

$1,500 email blast campaign

$1400 Cooperative Community College Marketing


Priority 1-Targeted Demographic initiatives

Goal-Maintain and increase current students and diversity student demographics from traditionally underrepresented racial and ethnic groups.

Priority 2a-New Enrollment Growth-Geographical

Goal-Maintain and increase current enrollment and expand awareness (focus on branding, image promotion and public image) in the following geographical areas: Dixon, IL, Iowa City area, Dubuque, IA, Clinton, IA and Kirkwood area-Cedar Rapids, IA

FY 2011Goals


Goal-Maintain and increase current enrollment and expand awareness (focus on branding, image promotion and public image) in the following geographical areas: Dixon, IL, Iowa City area, Dubuque, IA, Clinton, IA and Kirkwood area-Cedar Rapids

Priority 2b-Target businesses within a one hour area of the Quad Cites; especially businesses that utilize tuition reimbursement for employees

Goal-Establish and strengthen partnerships with local businesses to encourage educational growth with the Quad City workforce.

FY 2011Goals


Priority 3-Awareness Campaign-Brand the quad Cities through recruitment materials such as the view book and logo items, just-in-time advertising (special sales or new advertising incentives) or “register now” and other public image opportunities including sponsorship of community events.

Goal-Increase awareness, support admissions and recruitment efforts, and provides opportunities for community partnerships and outreach.

Priority 4-Program Specific or Niche Marketing

Goal-Program specific marketing will promote select academic programs to increase individual program enrollment.

FY 2011Goals

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