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Normandale Marketing Communications Plan
Matthew Crawford, Dean of Enrollment and Marketing
2/23/2012
The Marketing Communications Plan outlines the strategy for marketing visibility of the college.
1
Introduction
The intent of the Normandale Community College Marketing Communications Plan is to support the mission of
the college, its efforts in targeted enrollments and the image of the college in the community. The plan aims to
increase the visibility of Normandale’s brand, academic offerings and services to targeted groups. The college is
known for its academic excellence and for being a great value to students and industry1. Normandale offers a
variety of academic and training programs, and also has a student body that is diverse in ethnic, age and
educational backgrounds. Therefore, the marketing communications plan intent is to focus in two specific
directions; 1) get the brand messaging to the greater community 2) target marketing efforts that support the goals
of the enrollment plan. This document is meant to summarize strategic efforts to accomplish these two efforts to
market the college.
Primary Audiences
Normandale’s primary student markets are between the ages of 17-20 and 21-24. The majority of the college’s
students come from an 11 mile radius from campus. Those residents predominately live in south Minneapolis and
along the borders of Richfield, Edina, Hopkins and Minnetonka and St Louis Park2. Also, the majority of
incoming fall students are traditional students; those students that have recently left high school. The feeder high
schools, those schools which send us the greatest number of students consistently, mirror the draw by city
demographics. The percentage of draw by graduating class ranges from John F. Kennedy High School at 20.6% to
Eagan High School at 2.6%. Within the academic year, the majority of students are transfer students. About a
third of all our new transfer students are reverse transfers, those students that started at a four-year institution and
transferred to Normandale prior to completing their degree at their previous institution. Their high schools of
origin mirror our feeder schools. Therefore, our primary audience is local and either projected or recent graduates
from our feeder school system.
Special Target Audiences
Although the special target audiences are not as large as the primary, they are identified in the enrollment plan as
key strategic groups to reach. Those special target audiences we are trying to reach include: 1) students of color 2)
non-traditional adults interested in career and technical education. The demographics of the college’s service area
are changing. The increasing percentage of high school graduates are students of color, which has made
recruitment and retention for students of color an enrollment goal3. The adult audience is also one of the primary
targets due to number of key factors. Those include; the development of the Academic Partnership Center, the
need to increase adult enrollments in career and technical programs and 30:1 ratio of adults without college
1 Appendix I – Brand Identity
2 Appendix II – Primary Audiences
3 Appendix IV - Projected Changes in Graduation Rates and Diversity
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degrees in our service area, compared to recent high school graduates4. Standard branding efforts will likely reach
these markets, but specific messaging in targeted outlets will maximize impressions.
Media Strategies
The media strategies were selected in consultation with Midwest Marketing Inc. to reach our selected audience
with the maximum exposure for the budget of $100,000.00 annually. This was done in the condensed time frame
of spring and summer leading into fall term. The strategies include bus king, mall cling, billboard, media and web
placement of advertisements. The advertisements were divided into the following three areas:
Out of Home
• Provides high reach potential that builds quickly
• Gives the college an extremely cost efficient method based on large numbers of people reached
• Can be geographically targeted
• Reaches an audience that may be difficult to influence by other traditional mediums
• Provides efficient reach of selected and targeted audience
• Gives the college an opportunity for repeat ad exposure
• Allows for more detailed copy/messages
Interactive
• Reaches a relevant audience
• Generates awareness
• Allows for performance measurement
• Provides in‐campaign opportunities to optimize
4 Appendix V - Adults by County Without College Degree
3
Marketing Communication Goals / Strategies / Action Plans 2011-2012
Goal One - Increase the visibility of Normandale’s brand of education excellence at a great value.
Strategy – Brand visibility messaging throughout
the south, south west and west corridors of the
Twin Cities via bus kings.
Medium
Out of
Home
Cost
$12,000
Timeline
April through July
Strategy – Brand visibility in key shopping areas,
Eden Prairie and Ridgedale Malls, by influencers
and stakeholders via door clings.
Medium
Out of
Home
Cost
$18,900
Timeline
April through June
Strategy – Brand visibility in local Cub stores at
checkout counters in an effort to reach influencers.
Medium
Out of
Home
Cost
$3,900
Timeline
Mid April through Mid-July.
Strategy – Reaching stakeholders and portal to
Normandale web site via Facebook.
Medium
Online
Cost
$1,680
Timeline
April through July
Strategy – Online Advertising reaching local
stakeholders on online sites.
Medium
Online
Cost
$4,800
Timeline
April through July
Strategy – Search Engine Marketing reaching
stakeholders and influencers.
Medium
Online
Cost
$2,625
Timeline
April through July
Goal Two - Increase the visibility of Normandale’s brand to the students of color, highlighting the
inclusive and diverse college environment.
Strategy – Brand visibility messaging throughout
the south, south west and west corridors of the
Twin Cities via bus kings with a diverse selection of
students representing Normandale.
Medium
Out of
Home
Cost
$6,000
Timeline
April through July
Strategy - Reaching Latino influencers in nine Latino
liturgical publication at churches that offer Spanish
Masses
Medium
Cost
$4,394
Timeline
April through June
Strategy – MN Spokesman-Recorder, an African
American newspaper, reaching influencers.
Medium
Cost
$4,000
Timeline
January, February, May, June
Strategy – el Directorio, a local Spanish directory Medium
Cost
$1,100
Timeline
Annual
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Strategy – La Voz Latina, a local Spanish newspaper. Medium
Cost
$960
Timeline
April through June
Strategy – Insight News, an online African American
new journal
Medium
Cost
$600
Timeline
May through June
Strategy – La Prensa de Minnesota, a Spanish online
news and community journal.
Medium
Online
Cost
$800
Timeline
April through July
Strategy – Vida y Sabor, an online Latino
entertainment journal
Medium
Online
Cost
$800
Timeline
April through June
Strategy – Reaching stakeholders and portal to
Normandale web site via Facebook with a diverse
selection of students representing Normandale..
Medium
Online
Cost
$840
Timeline
Late April to Early July
Strategy – Radio Rey, a local Spanish radio station
reaching Influencers and stakeholders
Medium
Radio
Cost
$800
Timeline
Late April to Early July
Goal Three - Increase visibility of Normandale’s brand to non-traditional adult students as a point of
access to achieve their educational goals of career and technical degree programs.
Strategy – Brand visibility messaging throughout
the south, south west and west corridors of the
Twin Cities via bus kings with representation from a
non-traditional student.
Medium
Out of
Home
Cost
$6,000
Timeline
April through July
Strategy – Brand visibility in local Cub stores at
checkout counters with non-traditional student
representation for Normandale.
Medium
Out of
Home
Cost
$5,850
Timeline
Mid April through Mid-July.
Strategy – Reaching stakeholders and portal to
Normandale web site via Facebook with non-
traditional student representation for Normandale.
Medium
Online
Cost
$1,680
Timeline
April through July
Strategy – Online Advertising reaching local
stakeholders on online sites.
Medium
Online
Cost
$3,200
Timeline
April through July
Strategy – Search Engine Marketing reaching
stakeholders and influencers.
Medium
Online
Cost
$875
Timeline
April through July
5
Appendix I - Brand Identity, Messaging and Position Statement
Normandale’s Brand Promise Normandale Community College is a gateway to personal and
academic achievement for students with a passion for learning
and a commitment to excellence. The diverse student body,
welcoming environment and deeply engaged faculty produce
a rich educational experience that builds a framework for
future success.
Message and Position Statement
Normandale Community College serves a large variety of students by age, ethnicity, religious belief, educational
level and goals. The branding study identified that the students and community members believe Normandale to
have excellent teaching standards while offering an affordable education. The message of the college needs to be
more than representational of the variety of students, and needed to affirm the variety of our students. “I am
Normandale” was selected as the message and the position statement of “Excellence. Affordable quality.
Normandale.”
The message “I am Normandale” has been modified for micro campaigns, such as the summer 2011 Career and
Technical Education promotion, to “I am Prepared.” The messaging needs to be verified for effectiveness in the
Students of Color and Adult Learners campaigns. Focus groups will be scheduled with different students clubs
that are representative of students of color. Also, focus and surveys will be done on adult learners in evening and
weekend classes. In addition to messaging, media preference will also be gathered for verification of media
advertising outlets.
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Incoming Fall Students by
Enrollment Type
Student Type
Total Students
Traditional 1,268
Transfer 999
PSEO 532
Non Degree 321
Concurrent 85
International 16 Taken from Mastermine report of Fall 2011 incoming class
Appendix II - Primary Audiences
Incoming Fall Students by City
City Total Students
Bloomington 412
Minneapolis 265
Burnsville 220
Eden Prairie 194
Shakopee 163
Lakeville 130
Prior Lake 117
Savage 114
Eagan 105
Richfield 104
Minnetonka 100
Chaska 91
Apple Valley 90
Edina 87
Plymouth 80
Chanhassen 65
St Louis Park 45
St Paul 45
Hopkins 44
Jordan 42
Rosemount 32
Excelsior 29
Farmington 29
New Prague 27
Waconia 24 Taken from Mastermine report of Fall 2011 incoming
class with cities of 20 or greater students
Top Feeder High Schools
High School
Burnsville Senior HS
John F Kennedy HS
Thomas Jefferson HS
Prior Lake HS
Chaska HS
Eden Prairie HS
Minnetonka HS
Richfield HS
Shakopee HS
Apple Valley HS
Hopkins HS
Edina HS
Lakeville North HS
Lakeville South HS
Eastview HS
Wayzata HS
Eagan HS
Orono HS
Waconia HS
Robbinsdale Cooper HS
Saint Louis Park HS
Mound Westonka HS
Rosemount HS
Robbinsdale Armstrong HS
New Prague HS
7
30%
38%
13%
7%
4%
3%2%
2%
1%
17-20
21-24
25-28
29-32
33-36
37-40
41-44
45-48
49-52
Age Range
Percent of Age Range of Normandale
Incoming Fall 2011 Class
White
73%
Black
12%
Asian
8%
Latino
4%
Unknown
2%
Native American
1%Pacific Islander
0%
Ethnic
Appendix III – Ethnic and Age
8
-90
53
269
105
7
198
302
402157
207
257
-100
0
100
200
300
400
500
600
700
800
900
Class of 2011 Class of 2012 Class of 2013 Class of 2014
Feeder School Graduating Class DemographicsComparison to 2010 Graduating Class
White Graduates Students Color Latino
Appendix IV – Projected Changes in Graduation Rates and Diversity
Appendix V – Adults Without College Degree by County
Total Adults by County With High School Degree or Some College:
Hennepin – 312,910
Carver – 23,839
Scott – 37,278
Total = 374,027*
Total Graduating Class from Feeder Schools = 10,220 in 2011
*Factfinder.census.gov -> Main -> Data Sets -> Geography -> Tables -> Results -> Place -> Minnesota -> County
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