PowerPoint (Visual Guide): Capstone IMC Campaign for IMC 636 at West Virginia University demonstrating some of my skills, abilities, and knowledge of both Integrated Marketing Communications, and the higher education system in WV on an abbreviated scale for WVU Tech. This was the final campaign submissions while working on my M.S. (All financial information is NOT a direct reflection of the current operations of the client: WVU Tech)

2. IMC Campaign
Research Conducted by: Jordan K. Smith
Client: WVU Tech – Beckley, WV
Campaign: “An In Depth Look at Recruitment Efforts &
Opportunity”
Date: July 4th, 2018
Course: IMC 636 – West Virginia University
Professor: Archie Sader

3. Executive Summary Overview
• Spike of nearly 300 new students occurred in 2017/2018 academic year
• Will growth continue? Yes.
• Hard work and prosperity ahead for Golden Bears
• Continued growth should follow implementation of ideas presented in plan
• Enhanced outreach and monitoring of communication to primary audience with
an increased push to appeal to secondary market (non-traditional students)
• Niche must form within RBA program!
• Implement traditional, digital, social, and event based media strategies &
tactics
• Meet marketing goal of 752-student enrollment increase by 2022

5. WVU TECH ON THE WVU BECKLEY CAMPUS

6. Benefits of The Beckley Campus
• Beckley’s Population: 16,972
• Campus located in the heart of downtown Beckley
• Close proximity to shopping, dining, hotels, and
various other points of interest
• Residential location lends itself to a safe and
friendly campus atmosphere

7. Primary Market
Traditional prospects (ages 18-23) from
nine contiguous counties in southern
West Virginia:
Raleigh, Fayette, Greenbrier, McDowell,
Mercer, Monroe, Nicholas, Summers, and
Wyoming

8. Secondary Market
• Primarily consists of non-traditional prospects (ages 24-55) & high school early enrollment
students (ages 18 & under) from local high schools in the primary market surrounding
Beckley, WV
• The prospects (ages 24-55) typically have careers and (or) family obligations
• “Older” market of non-trads needs to become a feeder for WVU Tech moving forward
*Tertiary Market consists of any prospect outside of home market

9. Competition
Concord University: Liberal Arts institution located in Athens, WV.
Enrollment Headcount: 2016 = 2,451 2017 = 2,194 (-10.5%) Downward Trend
Bluefield State College: Historically black college (HBCU) located in Bluefield, WV
Enrollment Headcount: 2016 = 1,362 2017 = 1,379 (1.2%) Neutral
VS.
WVU Tech: Strong ABET accredited division of WVU located in Beckley, WV
Enrollment Headcount: 2016 = 1,347 2017 = 1,620 (20%) Strong Upward Trend

10. Marketing Goals / Budget Justification
• “Increase enrollment by 10% each academic year from 2018 to 2022”
• 752 Student Increase to overall headcount
• 2017: Applications = 2,611 / 2022 Projections: = 3,655
Total Enrollment Increases by 10% 2018-2022 (40% in Total)
• 2018 – 1,620 (currently)
• 2019 – 1,782 (+162 from Prior Year)
• 2020 – 1,960 (+178 from Prior Year)
• 2021 – 2,156 (+196 from Prior Year)
• 2022 – 2,372 (+216 from Prior Year)

11. Marketing Goals / Budget Justification
Budget for Marketing and Recruitment Efforts: $500,000 (Annually)
Return on Investment (ROI) Breakdown:

12. Campaign Objectives
• Begin measurement of social media activity on outlets
utilized by WVU Tech
• Increase overall social media page “likes” 40% by 2022
• Increase overall brand awareness by a minimum of
10% annually over the next four years via traditional,
digital, and social media outreach methods
• Through paid (targeted) Facebook campaign ads
promoting Open House events on campus, the goal will
be to earn a minimum of 50 “likes” and 25 “shares” per
week throughout an eight-week period leading up to
each event
• Increase traditional Open House attendance by 10%
for the 18-19 school year (and beyond) via traditional,
digital, and social media outreach methods
• Ensure that ad campaigns are rolled out in a systematic fashion
with new campaigns being launched in time frames of 2, 3, & 4
months over the next four years (through 2022).
• Launch and strategically aim a campaign via traditional, digital,
and (minimal social) outreach methods at students (between 24
& 55) that make up the secondary market of non-traditional
learners through the implementation of Regents Bachelors of
Arts (RBA) specific Open Houses with a target attendance goal
of 30 per event with events will be held bi-annually (once per
semester)

13. SWOT Analysis

14. Focus Group Highlights
• Three concepts were presented that benefit both prospect and client
• Concept #2 “Increased Brand Awareness in the Secondary Market” was the unanimous
favorite
• Agreement was reached that RBA program is a niche that can pay dividends
• Flexibility with the opportunity to study online, as this is Tech’s only digital program of study
• Group encouraged the strategy of directing traditional & digital marketing ads to non-trads
(24-55)
• RBA Open Houses will now be implemented to allow the prospects and employers to
network

15. Branding: Perception/Personality
Perception:
• Very reputable/strong academics
• Long standing history
• Great place to learn
• Trending upward
Statement:
“Currently, the target audience,
and beyond, view WVU Tech as a
solid option for higher education
in southern West Virginia, as well
as the world.”
Personality:
Tech’s “brand” is best defined with (as):
• Sincerity
• Transparency
• Impact
• Dynamic/Imaginative
Statement:
“WVU Tech is an institution
of long standing tradition,
and an ability to adapt to an
ever-changing world. Size
and consistency are Tech’s
greatest asset.”

16. Integrated Comm. Strategy Statement
Statement:
“For anyone looking to achieve a degree from the
premier university in the state of West Virginia,
Tech has something for you. WVU Tech is invested
in offering students the opportunity to study at
their own leisure with the added comfort of a
competitive price. An added layer of flexibility is
presented to those who consider themselves a non-
traditional learner with the RBA program, which is
designed to allow those with important personal
obligations the ability to study from home on their
own time. Regardless of age or circumstance, Tech
is fully committed to helping serve the youth and
aged alike in a manner that is beyond satisfactory,
not only in southern West Virginia, but the world.”
Tagline - “Going far has never been so close. WVU
Tech has what you need to build the future you
desire!”
RBA Tagline – “On Your Dime? On Your Time! WVU
Tech has something for you.”

17. Media Objectives
• Increase focus on traditional local advertising
platforms
• Reach a minimum 80% of local (home market) rising
high school seniors, high school graduates & transfer
prospects annually at a clip of 6 times per semester
(every other month through Fall & Spring)
• Reach a minimum 90% of local rising high school
seniors, high school graduates & transfer prospects
annually via digital and social media methods that will
be re-launched every 2,3, and (or) 4 months between
2018 & 2022 in the home market counties of
Raleigh, Fayette, Greenbrier, McDowell, Mercer,
Monroe, Nicholas, Summers, and Wyoming and
extending throughout all of WV
• Communicate with 100% of local industry
professionals (supervisors) with direct response
oriented efforts promoting Tech’s RBA program as an
option for employees of their company
• Reach or engage with a minimum 70% of
non-traditional prospects in the home market
between 24 & 55 years of age via direct
mailing, digital, and social marketing methods
• Increase print advertising by 40% from 2017
Example: Materials dispensed via College
Fairs
• Increase & dispense 50% more informative
materials for proposed mailing efforts

18. Media Strategies & Tactics
Strategy 1: Implement Traditional Advertising Methods: Billboard, Newspaper & Direct Mail /
Direct Response Post Card Campaigns
Tactics - 1-1: General Billboard Ads, 1-2: RBA Specific Billboard Ads, 1-3: Regional Newspaper Ads, 1-4: General
Direct Mail Postcard Ad, 1-5: RBA Specific Direct Response Postcard Ads
Strategy 2: Implement Digital Advertising Methods: Social Media Ads (Facebook), TV, & Radio
Spots
Tactics - 2-1: General Facebook Ads, 2-2: RBA Specific Facebook Ads, 2-3: WVU Tech TV Spot (teaser), 2-4: WVU
Tech Radio Spot
Strategy 3: External Events: Relevant College Fairs
Tactics - 3-1: West Virginia College Fair Attendance, 3-2: National Stem Fair Attendance

19. Budget Outline

20. Media Timeline

21. Highlighted Creative Examples
Touchpoint #2 General (Social) Touchpoint #3 RBA Billboard (Traditional)

22. References
(2018). Retrieved from Strategic Plan - WVU Tech: https://strategicplan.wvutech.edu/
(2018). Retrieved from About Tech : https://admissions.wvutech.edu/about-tech
(2018). Retrieved from Geology: https://geology.com/county-map/west-virginia.shtml
(2018). Retrieved from AdParlor: http://admocks.adparlor.com/#facebook/website_clicks/image
(2018). Retrieved from Gliffy: https://www.gliffy.com/examples/venn-diagrams

23. QUESTIONS, COMMENTS, OBSERVATIONS?
Jordan K. Smith
IMC 636 – West Virginia University
jesmith2@mix.wvu.edu