FLAGLER MEDIA PLAN FINAL

1 Running Head: FLAGLER COLLEGE MEDIA PLAN

Flagler College Media Plan

COM213 – Media Literacy

Monday, June 22, 2015

Flagler College – Tallahassee

Cierra Robinson

Brooke Long

Greg Paquette

Carla Mordica


Contents I. Media Objectives (Cierra Robinson) ................................................................................................... 3

II. Competitive Analysis (Carla Mordica) ............................................................................................... 4

Budget analysis ........................................................................................................................................ 4

Competitors’ budgets (industry) ........................................................................................................ 6

Leading competitor’s media use ........................................................................................................ 6

Media selection analysis ......................................................................................................................... 6

Media used by competitors................................................................................................................. 7

Media vehicles used by competitors .................................................................................................. 7

Industry timing of media delivery ..................................................................................................... 8

III. Target Audience Analysis and Recommendations (Greg Paquette) ............................................ 8

IV. Recommended Media Selection Rationale (Cierra Robinson) .................................................... 13

V. Media Strategy (Brooke Long) ...................................................................................................... 14

VI. Flowchart & budget (Carla Mordica) ........................................................................................... 16

Media selection ...................................................................................................................................... 16

Media vehicles ....................................................................................................................................... 16

Months/weeks/days/times .................................................................................................................. 17

Budgets for each medium & total budget ............................................................................................ 18

VII. References ...................................................................................................................................... 19


I. Media Objectives (Cierra Robinson)

The goal in the execution of this media plan is for Flagler College to see a 10% increase of

enrollment in the Business Administration program for the 2016 Fall Semester. The chosen media

should also result in an increased awareness of Flagler in the Tallahassee area which leads to the

final objective of increased inquiries about Flagler to the University Center over its competitor Saint

Leo and Kaiser Universities during the quarter following the campaign. These indicators will show

curiosity in the brand as well as the affectivity of these outlets for future marketing endeavors.

These objectives will be fulfilled by students seeking a non-traditional experience. These

students will range from 21- 54, male and female with no ethnic specification. The chosen media

will be exposed to an adult population of 124,431 people residing in Tallahassee. The media will

include radio placements, out-of-home advertising and a digital presence of the Flagler brand.

With a goal at a minimum of a 10% increase in enrollment, and current enrollment at 165

students for the 2014 fall semester, the objective number of enrollment will be 17 additional non-

tradition students for the 2016 fall semester as a result of radio, out-of-home, and digital

advertising efforts for a total of 182 non-traditional students for the Business Administration

program at Flagler. The creative materials should include imagery that is ethnically diverse and

consistent with the Flagler brand and color scheme. It should have the ability to appeal to the target

market. The copy should allude to the Flagler experience providing “Job-ready skills.” This should

appeal to the bread-winner role and also soothe the anxiety around the biological clock in its

reference to pursuing an education as an older student. Most importantly it should definitively

create value in a Business Administration degree.

The creative executions will vary depending on the medium. For instance, the billboards can

vary depending on their location and the radio ads can be different based upon the time of day if


necessary. Also the creative should advertise that Flagler is an eligible institution for the Florida

Residential Access Grant (FRAG).

II. Competitive Analysis (Carla Mordica)

Budget analysis

Colleges and universities have increased the amount of their marketing budgets directed to

interactive and social media in recent years, according to survey findings released by the Council

for Advancement and Support of Education and Lipman Hearne, a marketing firm that works with

nonprofit organizations.

Seventy-one percent of institutions that devoted 6 percent or more of their marketing

budgets to research and planning reported that their marketing efforts had a positive impact on

enrollment, and the quality of their applicants, according to the report. Only 52 percent of those

that spent less on such activities reported a similar effect.

The following budget information displays an estimate of the marketing efforts of the Business

Administration program at Flagler College, Saint Leo University and Kesier College in Tallahassee,

FL for the 2014-2015 academic year.

The budget analysis for advertising for the Business Administration program at private,

nontraditional colleges, vary upon each entity and degree program. To determine the outcome of

each medium, a set of tools to manage and estimate the advertising budget was used. The chart

below includes all of the functionality necessary to define, process, and report on the

advertising budget for the colleges included in this marketing plan for an academic year.


Before the Fall and Spring semesters for the 2015-2016 academic year, the additional

medium of radio advertising via Cumulus Broadcasting, will be implemented to increase enrollment

awareness at Flagler College by 10%. This vehicle addition will increase the advertising budget by

$37,920 for a total of 804 ads in 134 day parts per month during a 6 month period for the academic

year.

$- $10,000 $20,000 $30,000 $40,000 $50,000 $60,000

Flagler College Saint LeoUniversity

Keiser CollegeAd

vert

isin

g Ex

pe

nse

College

Academic Year 2014-2015

Television

Radio

Digital Media

Out of home

Guerilla


Competitors’ budgets (industry)

Each competitor’s budget is based on student enrollment and budget margins within each

educational institution. The chart below indicates the cost of attendance, versus the student

enrollment rate and advertising cost.

Academic Year 14/15 Flagler College Saint Leo University Keiser College

Cost of attendance/yr $29,780 $34,240 $26,578

Student enrollment 165 X 27

Advertisement budget $100,000 $115,000 $200,000

Leading competitor’s media use

The leading competitor was Keiser College. The use of multiple media mediums and budget

margins are the rationale as to why Keiser College has higher student enrollment than Saint Leo

University for the Business Administration degree. However, student enrollment for the Business

Administration degree at Flagler College triples the enrollment rate at Keiser College, although the

advertising budget is significantly lower at Flagler College. This information concludes that Flagler

College has a higher enrollment rate than Saint Leo University and Keiser College in the Business

Administration program in spite of the cost of advertising at each institution.

Media selection analysis

The media selection varied upon the enrollment needs of each college. Flagler College and

Saint Leo University did not use radio or television advertising to promote the degree program in

the 2014-2015 academic year.


Academic Year 2015 Flagler College Saint Leo University Keiser College

Television x

Radio x

Digital Media x x x

Out of home x x x

Guerilla x x x

Media used by competitors

The media used by competitors include digital media, radio, out-of-home and guerilla

advertising. Each entity has a different advertising approach depending upon the immediate needs

of the degree program.

Media vehicles used by competitors

The media vehicles used by competitors include Lamar Advertising for out of home advertising

such as billboards and guerilla advertising. Locations of competitor out-of-home advertising include

Pensacola Street utilized by Saint Leo University and the Killearn Lakes area utilized by Keiser

College in Tallahassee, FL. Cumulus Broadcasting is used for radio advertising with coverage

ranging from north Florida to south Georgia with reach to over 155,407 listeners daily.WCTV.TV is

used for digital media advertising with coverage ranging from north Florida to South Georgia with

reach to ____ viewers. Guerilla advertising vehicles vary upon the college.


Industry timing of media delivery

The industry timing of media delivery is constant within the education industry. The addition of

radio advertising will be implemented into the 2015- 2016 academic year for Flagler College. This

will increase enrollment by 10% for the Business Administration program.

III. Target Audience Analysis and Recommendations (Greg

Paquette)

Flagler College offers day and evening programs designed to meet the needs of both the

traditional, college-aged students as well as working students and adults (non-traditional students).

Students attending the day program take up to 15 semester hours. Evening students take 12 hours

per semester and attend three times per week. Flagler College desires to increase enrollment of

non-traditional students by targeting this narrow audience based on specific demographics and

psychographics of the prospects. For this media plan, a non-traditional student is defined,

according to the National Center for Education Statistics, as having at least one or more of the

following characteristics:

Does not enter a postsecondary education enrollment in the same year that he or she completed high school; attends part-time for at least part of the academic year, works full time and is considered financially independent from a legal guardian; may be a single parent or has dependents other than a spouse; does not have a high school diploma but a General Educational Development (GED) test. Non-traditional students cannot be defined by age or any one characteristic but rather the term non-traditional represents one’s life and educational experiences.

There are four specific groups of non-traditional students Flagler College will focus its media

plan on; males and females, single, single parents, married and older adults. Prospects in these

demographics are not able to attend regular daytime courses because of other life commitments

(i.e. work, mother, primary caregiver, homemaker, etc.), so the primary need of this prospect is the

ability to complete a bachelor’s degree taking night classes. Flagler College has a solution that

meets the needs of its prospects offering evening classes for non-traditional students pursuing a


bachelor’s degree. Another appealing feature for this demographic is Flagler’s accelerated 8-week

semesters. This is of particular interest to the prospects because it means the student completes a

degree sooner than most traditional students attending 16-week semester course. This allows the

prospect to return to other more important aspects of their lives like getting a promotion, starting a

new career or continuing their education.

Demographically Flagler’s target audience is categorized as lower to middle-income males

and females (earning between $15,000 and $60,000 annually); between the ages of 21 and 54;

single or married; possess an Associate of Arts (AA) degree or 60 transferable college credits.

Prospects may be full-time students, students work part-time or students who work full-time.

From the psychographic standpoint, these individuals lead active lives, are high achievers, work to

support themselves, a child, or family and want to excel at work and increase their status and

income.

An example of this prospect is Patricia, a single person who lives at home with her parents

for support. Patricia uses the Florida’s Bright Futures Scholarship, which covers most of her school

tuition, books and fees, and she recently graduated from Tallahassee Community College. Her plans

are to apply for admissions to a smaller undergraduate school in Tallahassee and obtain an

undergraduate degree in Business Administration. Patricia has a 3.85 GPA and wants to become a

manager in the hospitality industry. Patricia’s parents are both educated and are teachers in the

Leon County School District so Patricia understands the value and benefits of obtaining her

bachelor’s degree. Most of her earnings from her part-time job are discretionary funds she uses

while attending college. Her current employer has promised to enter her into a paid internship

once she enters an undergraduate degree program but she will only be able attend evening classes.

Patricia enjoys working out at the gym and lives the typical lifestyle of a college student but is

rather reserved as far as the college nightlife and socializing is concerned. Patricia wants the nice

things in life typical of an aspiring 21 year-old college student; a new car, townhouse or


condominium, the latest in electronic gadgets, wants to travel and she spends a lot of time

expressing her ideas and interests on Pinterest. Patricia prefers to watch television, listens to local

country radio stations, shops almost exclusively using the internet and is exposed to the many OOH

devices as she travels around town, to and from work, college, the gym and the many other drives

she makes around town. Television, internet, radio broadcasts and OOH are the best means of

media for reach.

Another prospect is Todd, a 35-year old male who is married and has two children. Todd

works full-time for Florida’s Division of Emergency Management (FDEM) and spends most of his

time and money raising and entertaining his family. To offset the fact that his wife is a stay-at-home

mom with no income, Todd works part-time at a local convenience store to make ends meet and his

combined income from both jobs is $38,000.00. Fed up with never being at home and wanting to

spend more time with his family, Todd is prepared to start school to change his current situation.

Todd is a veteran who earned the Post 911 G.I. Bill which pays 100 percent school tuition and

provides an annual $1000 stipend for his books. While in the military Todd completed well over 80

semester hours which is enough to attend Flagler College. Todd wants to increase his salary while

remaining in the field of emergency management and has advancement opportunities at FDEM that

could double his salary but he needs to finish his Bachelor’s Degree to be considered. Todd is a

huge FSU fan and listens to the Jeff Cameron show on 97.9 ESPN. He is also a pro football fan and

watches and listens to the Jacksonville Jaguar games on local television and radio. Todd is all about

the internet constantly playing fantasy football. Todd and his family enjoy the numerous small

town amenities and local happenings Tallahassee offers so his exposure to local television, radio,

digital, traditional print media, OOH and gorilla marketing mediums would be highly effective.


Figure 3.1 further delineates specific demographics and psychographics for Patricia and

Todd and two other prospects, Brianna and Maryjane. Figure 3.2 are the media habits of all four

prospects.


According to the US Department of Education, the ratio between female and male students

pursuing a Bachelor’s Degree in 2014 was 56.6 percent to 43.4 percent respectively and this trend

is expected to continue with a growth through the year 2022. Flagler College needs to continue

targeting female prospects to maintain current market shares and to increase female enrollments.

Flagler College would benefit from increased media and marketing targeted at the male prospects

because statistics and studies show room for potential growth of male enrollments as compared to

female enrollments. Male enrollments are 15 percent lower than females as is indicated in Figure

3.3.

The Flagler College Media Plan will emphasis its product’s features, benefits and solutions

to the typical non-traditional student prospects because Flagler offers a solution to the needs and

the challenges of today’s non-traditional students. According to the 2002 National Center for

Education Statistics report,

Non-traditional students make up 73 percent of all students enrolled in undergraduate programs, and 39 percent of all undergraduate students are 25 years or older. Also indicated in a report for the Council of Graduate Schools, the number of non-traditional graduate students has risen dramatically and projected this trend to continue.

Private, for-profit and non-profit postsecondary institutions experienced the highest percentage of growth among non-traditional students. The growth of non-traditional students within private universities can be seen by the rise of students enrolling in institutions, like the University of Phoenix, that offer online and face-to-face program options.

The traditional 18-22 year-old student is now the minority in higher education. There are 17.6 million undergraduates, thirty-eight percent of those enrolled in higher education are


over the age of 25 and 25 percent are over the age of 30. The share of all students who are over age 25 is projected to increase another twenty-three percent by 2019.

Statistics and studies all point to the fact that the increasing demand for continuing

education is increasing and the fact that typical students are changing from the traditional college-

aged student to the non-traditional students. Flagler College will benefit from this media plan by

using specific mediums based of media habits, specific demographics and psychographics, media

behaviors and using medium vehicles where the greatest concentrations of Flagler College

prospects are found.

IV. Recommended Media Selection Rationale (Cierra Robinson)

High traffic media were selected for maximum possibility to impress upon those commuting

from home to work and should reach them at least twice a day. Their encounter with the Flagler

brand will come in the form of a radio ad, with day-parts coinciding with their daily commute

(Monday to Friday from; 6 am to 10 am and 3 pm to 6 pm). That same commute could encounter

one of the billboards along the way. The placement of these billboards will be in the northeast

district of Tallahassee, including Killearn, the east district, including Bucklake, the south district,

near the Fairgrounds and the west district on Tennessee and Appleyard, which is already being

utilized by Flagler. Consumers who are active on Facebook will come across Flagler on that

interface as well.

A survey from Nielsen estimated that in the U.S. roughly half of all people in that age group

listen to traditional broadcast radio each week and it generally takes place during their commute

from home to work. According to Lennar the billboards will reach 80% of consumers on an average

day. Out of Facebook’s 1.4 billion active monthly users, 1,400 are between the ages of 18 and 60,

live in the Tallahassee area and have identified an interest in Business Administration (Statista,

2015; Facebook Analytics, 2015). The purposes in these executions are effective reach.


V. Media Strategy (Brooke Long)

The media strategy that was chosen is based upon each individual objective that was identified

at the start of the media plan. These proposed strategies below are set to accomplish said

objectives.

1. Objective number one: Grow student enrollment of 10% at the minimum.

a. Media/medium selected: The media selected for this objective specifically will call

for all presence among the chosen platforms of radio placements, out-of-home

advertising and a digital presence of the Flagler brand.

b. Target audience: These students will typically fall into the non-traditional category

ranging from the age of 18 to 60 years old. They will be male and/or female with no

ethnic specification.

c. Media to be used: Out-Of-Home advertising such as billboards and flyers, as well as

continual digital existence on Facebook, Twitter, and Instgram.

d. Timing: Pertaining to the digital existence, it will differentiate between the platform:

i. Facebook: Daily between 1PM – 4PM

ii. Twitter: Monday through Thursday between 1PM – 3PM

iii. Instagram: Wednesdays after 5PM

e. Media selected to deliver other information: Radio is chosen to deliver other specific

information about the basics of the business administration program at Flagler

College-Tallahassee.

2. Objective number two: Increase awareness of the program through optimization of a

certain medium.

a. Media/medium selected: The media selected for this objective specifically will call

for detailed presence among digital platforms that are publishing the Flagler brand.





c. Media to be used: Specific placement of billboards to target audience as well as radio

ads introducing program.

d. Timing: Radio slots to be played in morning between 6AM - 9AM and in the evening

between 5PM – 7PM




3. Objective number three: Increase number of inquiries about Flagler’s Business

Administration program.

a. Media/medium selected: The media selected for this objective will call for all

presence among the chosen platforms of radio placements, out-of-home advertising

and a digital occurrence of the Flagler brand.




c. Media to be used: Out-Of-Home advertising such as billboards and flyers.

d. Timing: This isn’t necessarily a time related media to manage this objective.





VI. Flowchart & budget (Carla Mordica)

Media selection Academic Year 2016 Flagler College Saint Leo University Keiser College

Television x

Radio x x

Digital Media x x x

Out of home x x x

Guerilla x x x

Media vehicles Medium Vehicle Flagler College Saint Leo University Keiser College

Television WCTV.TV x

Radio Cumulus

Broadcasting

x x

Digital Media Website,

Facebook,

Twitter

x x x

Out of home Lamar

Advertising

x x x

Guerilla Guerilla x x x


Months/weeks/days/times

$-

$2,000

$4,000

$6,000

$8,000

$10,000

$12,000

$14,000

$16,000

$18,000

Flagler College Advertising Budget Academic Year2015/2016

Guerilla

Out of home

Digital Media

Radio

Televison

$-

$2,000

$4,000

$6,000

$8,000

$10,000

$12,000

Saint Leo University Advertising Budget Academic Year 2015/2016

Guerilla

Out of home

Digital Media

Radio

Televison


Budgets for each medium & total budget

$- $50,000 $100,000 $150,000 $200,000 $250,000

Television

Radio

Digital Media

Out of home

Guerilla

Total of media

Television Radio Digital Media Out of home Guerilla Total of media

Keiser College $55,000 $50,000 $45,000 $30,000 $20,000 $200,000

Saint Leo University $- $- $50,000 $35,000 $30,000 $115,000

Flagler College $- $37,920 $40,000 $35,000 $25,000 $137,920

Budget Allocation AY2015-2016

$-

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

Keiser College Advertising Budget Academic Year 2015/2016

Guerilla

Out of home

Digital Media

Radio

Televison


VII. References

U.S. Department of Education, National Center for Education Statistics (NCES) (2004).

Participation in Adult Education and Life Long Learning 2000-01.

U.S. Department of Education, National Center for Education Statistics (NCES) (2004). Student

Effort and Educational Progress.

U.S. Department of Education, National Center for Education Statistics (NCES) (2014).

Projection of Education Statistics to 2022, Forty First Edition.

Nielsen. (2014, February) State of the Media: Audio Today 2014. Retrieved from:

http://www.nielsen.com/us/en/insights/reports/2014/state-of-the-media-audio-today-2014.html

Pham, A. (2014, February) 65 Million Millennials Listen to Radio Each Week (Study). Retrieved

from: https://www.billboard.com/biz/articles/news/digital-and-mobile/5908249/65-million-

millennials-listen-to-radio-each-week-study

Statistical Portal (2015, March) Leading social networks worldwide as of March 2015, ranked by

number of active users (in millions). Retrieved from:

http://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

http://lj.libraryjournal.com/2012/03/opinion/nontraditional-students-are-the-new-

majority-from-the-bell-tower/

http://www.collegedata.com/cs/data/college/college_pg03_tmpl.jhtml?schoolId=920

http://tallahassee.cumulusradio.com/ALookAtOurStations/StationProfilesInformation/tab

id/118/Default.aspx

http://www.nielsen.com/us/en/insights/reports/2014/state-of-the-media-audio-today-2014.html

https://www.billboard.com/biz/articles/news/digital-and-mobile/5908249/65-million-millennials-listen-to-radio-each-week-study

https://www.billboard.com/biz/articles/news/digital-and-mobile/5908249/65-million-millennials-listen-to-radio-each-week-study

http://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

http://lj.libraryjournal.com/2012/03/opinion/nontraditional-students-are-the-new-majority-from-the-bell-tower/

http://lj.libraryjournal.com/2012/03/opinion/nontraditional-students-are-the-new-majority-from-the-bell-tower/

http://www.collegedata.com/cs/data/college/college_pg03_tmpl.jhtml?schoolId=920

http://tallahassee.cumulusradio.com/ALookAtOurStations/StationProfilesInformation/tabid/118/Default.aspx

http://tallahassee.cumulusradio.com/ALookAtOurStations/StationProfilesInformation/tabid/118/Default.aspx

Documents

FLAGLER MEDIA PLAN FINAL