Strategic Communication Marketing Plan



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Strategic Marketing and Communications Three-Year Plan (FY 12 to FY 14) Final Draft Submitted on behalf of the UHCC Marketing Committee Bonnie Beatson, Windward CC Kathleen Cabral, Leeward CC Doodie Downs, Hawai‘i CC Tony Kilbert, Kaua‘i CC Susan Lee, Chair, OVPCC Billie Takaki Lueder, Honolulu CC Paul Sakamoto, OVPCC Emily Sullivan, Maui College Louise Yamamoto, Kapi‘olani CC 1 Introduction In keeping with the goals of the University of Hawaii Community Colleges’ strategic plan and support of the State’s workforce initiatives, it is essential that the community colleges continue its collaborative marketing efforts to encourage more students to get the education and training necessary to succeed in today’s world.. Figure  3     UHCC  received  increased  national  recognition  for  its  marketing  promotions:   o Leeward  Community  College,  Student  Handbook,   NCMPR1  Silver  Paragon  Award,  2009   o Windward  Community  College,  Computer-­‐Generated  Illustration,  NCMPR  Silver   Paragon  Award,  2009   o Windward  Community  College,  Postcard  Series,  NCMPR  Gold  Paragon  Award,  2009   o UHCC  System,  Online  Services,  NCMPR  Bronze  Paragon  Award,  2008   o UHCC  System,  Website,  NCMPR  Gold  Paragon  Award,  2007   o UHCC  System,  Innovation  in  Technology,  NCMPR  Bronze  Paragon  Award,  2007     In addition to the collaborative marketing efforts, there were other factors that also contributed to the enrollment increases, such as the sluggish economy, high unemployment rates, individual campus outreach efforts, and a more coordinated look (branding) and communications strategy.. Group 1: Individuals, ages 16 to 25 (promote undergraduate, liberal arts, transfer and career/technical training programs) Group 2: Individuals, ages 26 to 54 (promote undergraduate, liberal arts, transfer and career/technical training programs) Sub-group A: Working adults looking to either change careers or enhance skills Sub-group B: Adults with some college credit





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