The University of Texas Child Developmen Ad Campaign
1. Greg Hathaway
Shelby Scoggins
Liz Solomon
Laura Williamson
Doug Wyatt
UTCDC
INTEGRATED
COMMUNICATIONS
PLAN
February 2007 – August 2007
2. UTCDC &
BRANDSITTERS
• UTCDC needs to increase awareness
of itself and its services
• UTCDC needs an integrated
communication campaign that will
make use of the most effective and
efficient channels for this message
3. MARKETING
RECOMMENDATIONS
Target Market
• UT Population: 60,000
– 50,000 Students
– 10,000 Staff/Faculty
• UT Austin Current and
Prospective Parent Community
• UT Community Liaisons
5. AWARENESS GOAL
• Increase current awareness level from 1% to 20% among the
target market
• 20% of UT community = 12,000 TOTAL = 10,000 students
and 2,000 faculty and staff
• Measurement: Pre- and Post-Surveys
MARKETING
RECOMMENDATIONS
6. KNOWLEDGE GOAL
• Attain 15% knowledge of UTCDC among the target market
• 15% of UT community = 9,000 TOTAL = 7,500 students and 1,500 faculty and staff
• Measurement: Pre- and Post-Surveys
MARKETING
RECOMMENDATIONS
PREFERENCE GOAL
• From the beginning of the campaign, February 2007 to August 2008, a 100-
child increase from average waitlist size as of February 2007
• Measurement: Waitlist Observation
7. MARKETING
RECOMMENDATIONS
• Product
– Branding
– Information availability
• Price
– Affordable; competitive
– Continue to seek corporate sponsors; grants
• Promotion
– Events, Advertising, PR
• Distribution
– Exclusive to UT community
8. Target Audience
• UT Austin Students, Faculty, and Staff
• Current and Planning Parents
• Conscientiously seeking childcare
EVENT
RECOMMENDATIONS
Message
UTCDC is the most enriching place for
your child to develop. It’s not just
childcare—it’s a child development
curriculum.
9. Intended Effects
• Knowledge
– To increase parent education about child
development
– To develop a cohesive identity
• Awareness
– To promote word-of-mouth activity
• Preference
– To create a positive image
EVENT
RECOMMENDATIONS
10. UTCDC Speaker Series
• Open to all UT students, faculty, and staff
• Educate parents on popular and important
child development issues
• Parents will be introduced to UTCDC—
able to tour facility, ask questions
EVENT
RECOMMENDATIONS
11. Tentative Topics and Dates
EVENT
RECOMMENDATIONS
UTCDC Educational Speaker Series
Date Time Example Topics Speaker
Tuesday, February 6 6:30 p.m. to 7:30 p.m.
ECCD Programs: Early
Childcare Development is
More Than Child Care
UTCDC Staff
Tuesday, April 10 6:30 p.m. to 7:30 p.m.
Discipline, Your Child, and
You
UTCDC Staff
Tuesday, June 5 6:30 p.m. to 7:30 p.m.
Preparing for Elementary
School
UTCDC Staff
Tuesday, August 7 6:30 p.m. to 7:30 p.m. Early Childhood Literacy UTCDC Staff
12. UTCDC Socials
• 50% of families at Colorado and Gateway
Housing have children
• Food, drinks, games, and socializing
• Inform parents of the UTCDC and its
services
EVENT
RECOMMENDATIONS
13. ADVERTISING
RECOMMENDATIONS
Target Audience
• UT Austin Students, Faculty, and Staff
• Current and Planning Parents
• Conscientiously seeking childcare
Message
UTCDC is the most enriching place for
your child to develop. It’s not just
childcare—it’s a child development
curriculum.
14. ADVERTISING
RECOMMENDATIONS
Intended Effects
• Raise Awareness and Increase Knowledge
– Through print and radio
• Knowledge of advertising is assumed by
attendance
• 30% awareness of advertising among
attendees
– Measured through a short survey
15. ADVERTISING
RECOMMENDATIONS
Creative Strategy
• Target’s Current Situation
– Target needs to be educated
– So many childcare options
• Our Goal
– To convey that UTCDC’s program is competitively
priced, but other programs are no competition
“UTCDC is the most enriching place for
your child to develop…”
17. Message
The UTCDC is a credible, full-time,
enriching development program that is
available exclusively to UT Austin
students, faculty, and staff. As a parent,
self-education is one of the most
important things you can do to enhance
your child’s future.
PR & PROMOTIONS
RECOMMENDATIONS
19. Press Releases
• Sent out throughout campaign
• To PR contacts at UT, Austin, and local
parenting publications
PR & PROMOTIONS
RECOMMENDATIONS
20. Student Orientations
• Graduate Student Orientation
– electronic
• International Student Orientation
– International Information Fair
Lending Library
• Open to all current UTCDC parents and
parents who join the waitlist
• Allows UTCDC to network with potential
parents
PR & PROMOTIONS
RECOMMENDATIONS
21. Key Media Problem
There are no parenting/child development
publications serving the UT Austin
community exclusively.
Media Executions
• Print
• Radio
MEDIA
RECOMMENDATIONS
22. Print
• Reach 70% of UT Austin
community through
advertising in The Daily Texan
• Over 35% of students and
parents choose the newspaper
as their main source of
information
MEDIA
RECOMMENDATIONS
23. Radio
• Reach 45% of UT Austin via 91.7 KVRX
FM
• Local Live Sponsorship
– UTCDC mentions
– Promotional ads for the show in The Daily
Texan
MEDIA
RECOMMENDATIONS
26. • UTCDC needs this campaign
• The UT community should know more
about this progressive, diverse, enriching
program
• Brandsitters understand the unique needs
and benefits of UTCDC
CONCLUSION
Editor's Notes
PRESENTING Introduction: LIZ
We are….?
Thank you for coming.
You asked us to…
We are excited to show you what we came up with…
Please hold Questions until the end
PRESENTING: Liz
PRESENTING: Laura and Shelby
Shelby: Campaign Timeline
Discuss Reasons that the timeline is from Feb. 2007 – Aug. 2007: Highest enrollment b/t May – Aug and parents need ample time to research child care/developmental centers
Laura: Target Market Script
Intro: Upon developing the campaign plan, the first thing that we needed to do was decide upon and learn as much as possible at the Target Market.
Who: As you know, UTCDC services are open only to UT community faculty, staff, and students. For this reason, they are the target market.
Numbers: 10,000 Staff/Faculty Employees + 50,000 Student = Target Market Grand Total of 60,000
Segments: There are 2 market segments within the Target Market.
1st Segment: UT community CURRENT and PROSPECTIVE PARENTS. - reason: they are or will be the end users of UTCDC services
2nd Segment: UT community Liaisons – who are these people? Student, Faculty and Staff Service Providers who come into contact with currently enrolled and prospective students on a regular basis. EX: Service Providers at the Student Services Building: Dean of Students (Student Orientation), Financial Aid, etc. Women’s Health Clinic. These people will act as educators for UTCDCs program and services as well as Referals.
Target Market
Total UT Population is 60,000.
Definition: 50,000 Students + 10,000 Staff/Faculty – those that are available users of UTCDC’s services
Why did we pick this market?: UTCDC is only open to the UT Community
UT Austin Current and Prospective Parent Community
Definition: “Parents” – end users of the services provided by UTCDC
Why did we pick this market?
Focus: UT Community Liaisons
Definition: Faculty and Staff that work directly with students
Why did we pick this market? They act as educators of UTCDCs services and referrals to UTCDC.
PRESENTING: Laura
Segway: “Now that I have explained the target market, I’d like to tell you about the objectives for the campaign”
Laura: Target Market
UTCDC Brand Awareness
What is Brand Awareness? (Advertising Jargon – needs to be explained to Client) “What is Brand Awareness and what does this mean to UTCDC? UTCDC is a brand, like Fisher-Price or Tiny Love is a brand. Prospective Target Markets easily recognize those 2 names as companies who sell childhood and infant toys. It is important when people see the name UTCDC that they recognize it as a an ECCD (Early Childhood Care and Developmental) Program and all that a program encompasses which we will come back to shortly.”
Why Brand Awareness needed? “We know that there is an need for Brand Awareness since UTCCC’s name has changed and because there are current misconceptions that UTCDC is only child care facility vs. the fact that they offer an Early Childhood Care Developmental Program”. (EDDC)
Knowledge (of UTCDC Services) Awareness
“People need to understand the services offered by UTCDC. When they understand the services, (Point to number 3) they will be able to compare and contrast services offered over those of competitors. Services such as”:
Early Childhood Developmental Program and knowledge of what this is
Accreditation and what this means
Locational and Financial conveniences
Public Schools: Not opened a full day, etc… “which will offer preference of UTCDCs Program”
PRESENTING: Laura Williamson
“In order to measure the effectiveness of reaching the goals established for the UTCDC campaign, there must be a way to compare and contrast results pre- and post campaign. The only reliable statistics that offer credibility as far as where UTCDC stands now on awareness, knowledge, and preference is to use the current users of the service. Current awareness of UTCDC’s services extend to 1% of the Total Target Market. The Awareness goal for the campaign is to increase current awareness to 20% and/or and or increase brand awareness of UTCDC among 12,000 members of the Target Market.”
“A more accurate measurement of results should come from a survey that can be distributed to the entire UT Population. The survey should be administered pre and post electronically through Surveymonkey.com. Estimated dates for dispersion are Dec 2006/Jan 2007, for pre-survey, and then Sept. 2007/Oct. 2007 for the post survey. Results from the pre and post survey will give more accurate means of measurable results.”
PRESENTING: Laura
Just as with Awareness goals, knowledge goals have been calculated the same way but with different measurable goals. The campaign should increase Knowledge of UTCDCs services and program by 15%. That comes to a total 9000 of the total target market.
The Time Frame and preference goals have been set up a little differently then the Awareness and Knowledge goals. Preference will be measured comparing Feb. 2007’s waitlist with August 2008’s waitlist. The waitlist should increase by 100 children.
PRESENTING: Shelby
Product
The Product is a Service with provides an
Early Childhood Care and Development Program which is an
Accredited ECCD Program
Price
“Rates are affordable compared to those of competitors”
“However, in order for UTCDC to remain affordable it is recommended that UTCDC continue to see corporate sponsorship and grants”
Promotion
There are many promotional outlets recommended which will be highlighted during the Advertising and Public Relations portions of this presentation.
Placement
Since you can’t really move a service such as this, no recommendations regarding placement are offered
PRESENTING: Doug and Shelby
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PRESENTING: Greg
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PRESENTING: Laura
“The Budget for this campaign is pretty self-explanatory”…run down list briefly – “Please feel free to look through the book for more a copy of this information to review at your convienece.” - LIST: 48% - Media, 25% = PR, 23% = Advertising, 4 = Contingencies.
“In total, 48% of the budge will go towards Media, 25% will go towards Public Relations, 23% will go towards Advertising, and 4% has been saved for contingencies and/or unforeseen expenses.”
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