Target Market.
Culver-Stockton College being a higher institution of learning, the target market for this institution is students and the workforce. The internal target market includes the students, faculty, and staff. The external audience for Culver Stockton College includes the high school and the middle school students, prospective transfer students and the academic staff and the adult learners, prospective non-rational students, alumni, the community, the media, donors and potential donors and members of the alumni board. .
The Plan.
Online Marketing .
$200,000 .
PromotionalStrategy .
$150,000 .
Student Retention Programs .
$100,000 .
Online Marketing.
The largest consumers of the online media are the student fraternity. The online marketing will have the largest allocation of the marketing fund. The online marketing will consist of website development and social media marketing .
Website Development. According to research, 80% of the adult learner's considering admission to post-secondary academic plans recognizes websites as the prime basis of data and information about colleges and universities. Therefore, the primary marketing strategy lies strictly in improving information access about CSC over the internet. An institution's website and the overall presence can make and to break a decision in attending a specific college. The website will be redesigned and reconstituted that represents CSC in an integrated and engaging format. According to consumer index results, approximately 85% of students who are considering visits to a college visited their respective institutions website when they were in their final/senior years in high school. Further, over 70% of students complete their applications online when applying for a college, the other 16% complete the application is a person, 1% through phone and 12% complete application through the mail. These statistics shows the importance of an interactive web site thus the need to consider it a primary concern in this marketing strategy.
