Integrated marketing communications plan for Brevard College

Abstract

The paper provides an integrated marketing communications plan for Brevard College. The plan is mapped out by first analyzing the current situation in the colleges and universities industry. This is used to understand the current situation in the market. Next, the category for Brevard College is considered in terms of economics, marketing, and new direction for the category, which is followed by current trends in the colleges and universities industry. The paper continues to consider the primary and generic competition for Brevard College. Competition is followed by environmental factors affecting the industry including economic forces, social and cultural issues, political, legal, and regulatory forces, and technological issues. The paper continues with organizational information including background, sales, market segmentation, review of marketing program, and analysis of promotional program of Brevard College. This is followed by consumer behavior analysis to understand the motives of the target market. The paper carries on with primary research, which helps to understand factors affecting students' decision to attend or not to attend Brevard College. This is followed by communication objectives, target markets for communications, and product positioning. Budget for promotional efforts is considered and set to guide the planning process for promotional efforts. Next, the paper moves to the integrated marketing communications program. This discusses the promotional efforts including advertising, direct marketing, internet marketing, public relations/publicity, and personal selling. Implementation timetable follows the integrated marketing communications efforts. The plan is concluded by a plan on how to measure the effectiveness of the integrated marketing communications program.