Bringing Capilano University Ahead of the Game

“Capilano University is committed to developing new and innovative programs in response to the market

need.  Our growth continues, by offering mature learners with flexible learning options with access to

education wherever convenient to the student.  Education is the greatest asset when looking to

succeed.”

Our Mission ..

Target MarketSegmentation

•Young Mothers

•Ages 20-35

•Max household income of $60,000

•Geographic Area: Greater Vancouver Region,

•Squamish & Sunshine Coast

•Very busy, working, running errands, caring for her child(ren), and keeping up a household

•Lack of financial security for herself and her family

BUSY!!!

Strategic Marketing PlanProduct Strategy

• Moodle will provide PowerPoint slides.

• Audio clips from both textbook sources and from recorded classes.

• Videos will also be used

• Forums and discussion boards through Moodle, to connect online classmates for group assignments or for any questions

• One-on-one assistance with instructors

• Email/ Instant Messaging

• Text message reminders

• Laptop Rentals

• http://www.youtube.com/watch?v=2J_M-0vt7Sg&feature=related

Promotional StrategyCapilanoUlearn-UControl Your Furture

Advertising

• Transit ads

• Print ads in Metro (a free newspaper)

• Facebook ads

• Google ad

• Product demonstration at Metrotown shopping centre.

Personal Selling

• Play a big role in our experiential marketing

• Kiosks set in Metrotown Shopping Centre during the last two weeks of August

• The set will show them examples of the tools used to complete projects – such as Moodle or blogs, emphasis on ease of navigation and convenience of scheduling

• Advisors/ Financial Aid Advisors present

• Follow up with phone calls as well as newsletters.

Public Relations

• Invite a local radio station to broadcast live on location for the weekend that we will be at Metrotown

• The PR rep contact local television stations: Breakfast Television on CityTV

• Press release for local news stations

• YouTube video highlighting the online BBA degree program

• Capilano’s facebook page and website

Direct Response

1. E-marketing• goodle ads• facebook ads • youtube

2. Direct Selling• kiosk at Metrotown

BudgetMedia Region Cost When

Howe Sound – Whistler

Sunshine Coast

$5000 4 week using interior cards during August

Greater Vancouver Area

(Specifically North Vancouver, Burnaby, downtown Vancouver and sea bus)

$28000 8 weeks on 3 buses using exterior king with headliner during July and August

4 weeks for sea bus and interior cards during August

Greater Vancouver Area

$2182/dayx3days

= $6546

2 weeks at the beginning of August (Fri., Mon., Fri.)to also promote event at Metrotown

Target specifically Greater Vancouver, Sunshine Coast, and Whistler – Howe Sound

$1000 Ongoing

British Columbia $1000 Ongoing Burnaby $6400 2nd last week in August

Creative Execution n/a $2000 OngoingTotal Areas surrounding

existing campuses. $50000 April to March for entire

campaign.

Pricing strategy

• Offer competitive Prices

• $333.54 per three credit course class

• Option to opt out of certain fees, such as, student union membership fee ($27.06), a bus pass ($124.00) and the newspaper fee ($10.80)

• Mandatory term enrolment fee $24.48

• Goal: approximate volume of 1000 young mothers enrol and take an average on 8 courses per term= revenue of $2,359,368

Evaluation

1. Compare our actual enrolment number with the projected numbers• Survey to determine correct target market and advertising strategies

2. Also measure the effectiveness of our online marketing • Follow the data on the number of clicks we receive

* Revisions may need to be made to the plan. We will be checking on aquarterly basis to ensure that we on track