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Open Day Report

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					Central Institute of
Technology Presents

Centralise
Festival
Open Day 2011



 Presented by the Central Institute of Technology
 Diploma of Public Relations Class 2011
                                                                                                           Central Open Day 2011


Contents
Executive Summary .................................................................................................................................. 1
Introduction .............................................................................................................................................. 2
Situation Analysis ..................................................................................................................................... 3
Aims and Objectives ................................................................................................................................. 4
1.     Target Audience ............................................................................................................................... 4
2.     Strategy ............................................................................................................................................ 5
     2.1.       Date ......................................................................................................................................... 5
     2.2.       The Open Day Concept ........................................................................................................... 5
     2.3.       How Central can have a Festival ............................................................................................. 7
Map of the Open Day ............................................................................................................................. 10
     2.4.       Central’s Support .................................................................................................................. 11
     2.5.       Local Business ....................................................................................................................... 11
     2.6.       Finishing Touches .................................................................................................................. 13
3.     Promotions ..................................................................................................................................... 15
     3.1.       Public Relations ..................................................................................................................... 15
     3.2.       The Central Chatterbox ......................................................................................................... 15
4.     Media.............................................................................................................................................. 16
     4.1.       Advertising and Sponsorship................................................................................................. 16
       4.1.1        The City of Perth ............................................................................................................... 16
       4.1.2        Newspapers ...................................................................................................................... 16
       4.1.3        Radio ................................................................................................................................. 17
     4.2.       Social Media .......................................................................................................................... 18
       University of Western Australia ..................................................................................................... 19
       Curtain University ........................................................................................................................... 19
       Murdoch University ........................................................................................................................ 19
       Edith Cowan University .................................................................................................................. 19
     4.3.       Websites ............................................................................................................................... 19
5.     Road Closure ................................................................................................................................... 21
6.     Budget ............................................................................................................................................ 22
7.     Risks ................................................................................................................................................ 23
8.     Evaluation ....................................................................................................................................... 23
Conclusion .............................................................................................................................................. 24
                                                                         Central Open Day 2011




EXECUTIVE SUMMARY
This report outlines the ways in which Central Institute of Technology can utilise an open day to
increase their enrolments for 2012 and also improve the perception of the institute itself.

Through research and knowledge of Central it is to be proposed that an open day will be held on
               th
Saturday the 27 of August as it will not be in competition to other universities or events.

The report will show that through the use of practical and exciting events the college will be able to
engage their target market and increase awareness of Central Institute of Technology.

The target market encompasses:

         School leavers aged 15-19 looking for options after high school
         Students who are looking for a pathway into university
         Parents of students
         Mature aged students

The report will outline that in order to cater to the target markets and give the open day a more fun
and unique feel, that Central Institute of Technology are looking for, the open day will be organised
with a festival theme. To make the open day feel more like a festival there will be live performances
and interactive stalls that also showcase each portfolios courses and students work. These events will
be run by students and lecturers and staring students and lecturers. Each event and stall will act as a
personal promotion for their corresponding portfolio.

Central is unique in its location as it is the only tertiary learning institution located so conveniently to
the city. This report will detail the way in which Centrals unique location can be highlighted through
the use of food and retail stalls set up by local businesses.

For the event to be effective it will be promoted through use of paid and unpaid media. This will
include media releases that are to be sent to relevant newspapers and magazines. Possible
sponsorship deals are to be made with radio stations such as Nova and RTRFM. Advertising around
the local area and within schools will also play an important role in encouraging the target market to
attend on the open day.

In order to carry out the day certain procedures need to be taken care of including contacting the City
of Perth to organise for the roads that will be used to be closed off.

Overall these events and stalls will contribute to a festival feel that will be unique to Central and will
reflect the individual lifestyle that Central students experience during their time at Central.




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INTRODUCTION
In order to encourage more students to attend Central Institute of Technology it has been proposed
that Central hold an open day. In this open day it will be necessary to engage the right audience and
make Central seem like an attractive place to learn. The best way that could be found to do this was
through a fun and interactive open day that doesn’t focus on the pressures of making final decisions.
However, it is still important that Central be seen as a learning institution and not the local hang out.
The idea is not only to get people to attend the open day but also to develop an interest in the
courses that Central has to offer and ultimately to get more students enrolling in the future. Central
Institute of Technology last had their open day 5 years ago. This open day was found to be
unsuccessful as it didn’t engage the students and didn’t show much more about Central that couldn’t
be seen in career expos and school appearances. The open day for 2011 will change all of this.




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SITUATION ANALYSIS
Central Institute of Technology currently has over 9,000 full time students enrolled across all Central
campuses. In addition to this there are thousands who study part time or as part of apprenticeships
and traineeships. Knowing this it was only a matter of looking at who is currently enrolled in Central
and what they have enrolled in.

It is clear that Central has a large quantity of international students which makes the English as a
second language and related courses quite popular. Mostly these students are enrolling in their
courses through an agent or representative. Central already has a strong relationship with these
representatives and have many services that cater for these students.

Central is WA's leading training institution for higher qualifications in the building and construction
industry. Their Engineering and drafting courses are very popular and are continuing to increase in
popularity due to the influx in the mining industry. Central has responded to this by building a new
building for these students and creating an underground mine.

Similar to most TAFE’s Central Institute of Technology focuses on an interactive learning style that is
more hands on than theory based. This style of learning is attractive to many students and has been
shown to be a more effective teaching approach. It is also a positive aspect for employers, recruiting
through Central, as they will find that the students who come out of the courses are not only qualified
for their career but have also had hands on experience. This is further reinforced by certain courses
that offer work based training and work experience as part of the qualification. This strong
preparation for the work force has resulted in Central’s close relationship with many industries and
employers.

Central Institute of Technology is not only unique in the type of courses that they have to offer and
the teaching style, they are also very unique in their location. Being the only tertiary learning institute
located within the City of Perth, Central is more convenient and accessible than any university in
Western Australia. Located in Northbridge, Central has the advantage of being only a short walk from
the Perth Train Station, directly on the route of one of the free CAT busses as well as being convenient
to numerous other bus stations that service Perth and surrounding areas. This makes Central very
easy to access for students whether they drive or not. The location also means they students will
have, in their pocket, hundreds of local restaurants, shops, cafes and boutiques for them to take
advantage of.

Central Institute of Technology wants to highlight these unique selling points when promoting the
school. To do this they would like to hold an open day in 2011 to recruit new students and encourage
those that are currently enrolled to return and continue their studies at Central. They are currently
attending numerous expos and go out to many high schools to talk to the students. To give these
students something different and to reach those students that this marketing is not already reaching
Central would like their open day to be something that is more fun and interactive and different to
anything they have done before.




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AIMS AND OBJECTIVES
By making it fun and interactive and promoting Central’s unique selling points, the 2011 open day
aims to;

        Raise awareness of Central Institute of Technology’s courses and facilities
        Have 5,000 people, or more, attend the Open day and review the courses
        Have at least 500 registrations of interests submitted on the day
        Increase enrolments by 25% for semester 1, 2012


    1. TARGET AUDIENCE
Research has shown that the students who attend Central Institute of Technology can be divided into
a few main groups.

        International students who attend Central as a means of integrating into Australia by
         learning English and developing skills needed for the workforce. As discussed earlier in the
         report this group of students are targeted by Central through agents and will not be a focus
         of the targeted audience for the open day. This being acknowledged, however, it is
         important to make sure that the open day is appealing for them and those portfolios are still
         to be involved on the day.
        Current high school students who are coming to the end of their studies and are looking for
         options for study after they complete year 12. These students are aged 15 to 19 and are
         under a lot of pressure from universities, parents, teachers and peers to decide on what
         direction they should take their life. This is the primary target for Central. In order to target
         this particular group of students Central will need to compete with universities and take on a
         more aggressive approach to their promotions.
        School leavers who want a pathway to university. These students are also aged 15 to 19 and
         are completing high school or have dropped out early and what to get into University. This
         may be students who are already coming to realise that they haven’t achieved the grades
         needed for University entry scores or students who previously had no intention to attend
         University. Central is already aware that one of their selling points is that they are a pathway
         to university. They are able to use this to target students who have their mind set on
         university. This is not the intended primary target for central but is recognised as one that
         needs to be concentrated on.
        Parents of students in both categories above have been shown to be one of the biggest
         influencing factors in where a student choses to continue their studies. This is particularly
         prominent in areas of study that are less passion driven. Creative art courses such as music
         and visual arts and crafts have been shown to attract students that will chose their own
         pathway with little influence from parents and peers. Students who study courses in the
         business and finance end of the scale are more heavily pressured by parents. Courses like
         this will need to be made attractive for the parents at Central.
        Mature aged students who are looking for further education to develop further within their
         current career or who are looking for a new career path. These students are aged 20 and
         over and are either self-driven or are being driven by their employers. These students often
         currently have full time jobs and are looking at convenience and flexibility in their learning.

Central will need to target all of these groups on the open day. It would be suggested that the focus of
their promotion prior to the open day be focused on high school students and high school in order to
create a base for future open days and future promotions.


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                                                                      Central Open Day 2011



    2. STRATEGY
    2.1.     Date
                                                                     th
The suggested date to hold the open day for 2011 is Saturday the 27 of August.

This date was chosen after researching what would be the most effective date for this event. In this
research many things were taken into consideration. The main areas looked at where, the date that
other universities are holding their open day, whether there be any sporting events that will clash
with the open day and when would be most effective for recall of the open day.

It was found that universities hold their open days on Sundays throughout most of August. The moth
of August is often chosen because it is after holidays and before exams, just around the time that
students are thinking of what they should be doing after high school. It would be sensible for Central
to also hold their open day during the month of August in order to be kept in consideration along with
universities when students are making these decisions. However universities have already organised
the dates for their open days and many of the Sundays are already being used. Central then needs to
consider whether they should hold it on a Sunday and directly compete with a university or if they
should consider another date.

Holding an open day on a Saturday will have many advantages for Central. Given Centrals location the
best way to access the institution is through use of public transport, this is also the most convenient
way for students to get around. Holding events on a Sunday makes it hard for anyone to find access to
the venue as there is little public transport on Sundays and it can be less then reliable, where it runs
frequently on Saturdays. This also means there will be numerous people already in the area that may
then come to the open day because of proximity to what they are already doing. On the open day
Central should consider utilising one of the advantages that they have over universities, ease of
access via public transport.
                                                                          th
The specific day that the open day will be held on was chosen as the 27 for a number of reasons.
Firstly it doesn’t clash with any sporting events or festivals, which needs to be highly considered for
                                                       th
events such as this. The City to Surf will be on the 28 of August making it near impossible to hold the
Open day on the corresponding Sunday. The date was chosen to be at the end of the month as the
weather will begin to improve making it more likely that it will be clear on the open day. Being this
late in the month will also make Central’s open day the last of the series of university open days. This
will have Central Institute of Technology the advantage of being prevalent in student’s minds when
they are considering where to enrol. It also means that Central is able to persuade those students
who are sitting on the fence to fall on the Central side of the fence when making the final decision.

By looking deeply into what date the open day for Central Institute of Technology should be held on it
                               th
was found that Saturday the 27 of August would be the most effective date for them to reach their
target market.

    2.2.     The Open Day Concept
In order to cater to the target market and give the open day the unique feel that Central Institute of
Technology want for their open day it was decided that the open day be in a festival theme.

A festival theme will allow students to forget that they are under pressure about their learning and
just have fun while unknowingly see what Central have to offer them. Central don’t want just another
opportunity to give dry speeches about why the students should choose them. Central want to be
able to show prospective students what their students are able to do and what better way to show it
then by let them do it. Central Institute of Technology is hands on and so should their open day be.


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                                                                                Central Open Day 2011


        Of course behind the fun will be the educational purpose of what each course has to offer and how
        Central can give an exemplary education to the student that would be most beneficial to them. The
        festival will be carefully constructed to allow each portfolio interact with the public and give
        prospective students a better insight into what each course is about. This will make the Open day
        attractive for high school students, parents and prospective mature aged students alike as it will be
        fun and secretly educational.

        To communicate this to the public prior to the day a brand should be created for the festival. The
        brand should not only communicate what the day is about but what Central itself is about. The phrase
        “Centralise your learning” is to be the slogan for the open day or “Centralise Festival”.

        The word “Centralise” is a combination of a play on words. Using “Central” as a base, which is the
        name of the institution and refers to its central location the word centralise has been chosen because
        it is an action word meaning to bring together, where the student will be able to feel that they can
        bring all aspects of their life together.

        This is put into a slogan that is directed at the person reading it so that they can identify with it
        straight away. Overall “Centralise your learning” means that as a Central student you can bring your
        life and learning together and carry it through your life.

        This slogan has also been reflected in a design for a logo for the festival that is the Central Student.




  Incorporates the                                                                              The head is an abstract
   Central Logo as                                                                                  “C” and a TICK
   the centre piece                                                                            symbolising both opened
  (orange colour R:                                                                           mindedness AND his head
  228 G: 109 B: 21)                                                                           is in the CORRECT place




                                                                                                Simple “stickman”
                                                                                             concept, lets the tagline,
                                                                                            colours and symbolism do
                                                                                                   the talking
 Swirls are going in and
  out of the central logo
 representing different
   course central offers                                                                      The tagline is in a almost
 Purple: R: 161 G: 74 B:                                                                        “smiley face” use Font
            158                                                                                Script an arty, eclectic
Blue: R: 52 G: 102 B: 102                                                                                look
 Pink: R: 210 G: 8 B: 81
Yellow R: 254 G: 241 B: 2




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                                                                        Central Open Day 2011



    2.3.      How Central can have a Festival
To ensure that there is a festive feel in is necessary that the public is in full interaction with Central
Representatives. To do this there will be as many interactive activities as possible with each portfolio
course so that perspective students can get better insight as to what a student studying the course
actually does.

All these “activity stalls” will be located under coloured marquees that correspond to the course
colour as outlines in the Central style guide. The marquees will be located on the street outside the
courses main building to draw initial attention e.g. creative art students will be showcasing their work
outside the Visual Arts Centre so that people can get a glimpse of what the course offers and proceed
into the main building to get the “full student experience” in the lecture rooms. The main focus of the
festival will be in and around the new building on Aberdeen so that the open day festival may also
serve as an open day for the new building.

All activity stalls will have an “info” desk of their own, this will be where lecturers will be present to
give more information on the course and serve as a representative to answer any questions. At these
info desks, persons will be offered course pamphlets on perspective courses and careers.

For courses that are considered logistically difficult to “showcase” such as child care studies or legal
studies, there will be screens of information and information desks where there will be full lecturer
support and students giving live testimonials of their studies.

In addition to each portfolio’s set up it would be ideal to have the Managing Director of Central give
an introduction speech to launch the open day describing the perks of being a Central Students and
what the life of a Central Students entails.

The following is a just simple brief of what was found would be logistically possible and will be
interactive for audiences. More input would be required as to what individual lecturers will be willing
to show and do on the day itself.

 Located on Aberdeen Street from William street to Museum Street

Engineering, Construction & Mining
Building Engineering
• Grey marquee/information stalls/t shirts for guides
• Main activity: Build your own sustainable Bridge (can hold a weight) with pasta
• Engineering lecture at the auditorium

Mining
• Underground mine accessible for visitors, accompanied by guides for the “mining experience”

Surveying & Spatial
• Showcase various GPS and monitoring gadgets and how they apply on the job

Business & Legal
Marquee Entrance from Aberdeen Street into the main business building into auditorium
Business
• Lecture in the main lecture theatre in the business building
• A “pretend” office – showcasing how every office has its own role e.g. marketing, human resources,
public relations, accounting, events etc.




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                                                                    Central Open Day 2011



IT and Interactive Media
Media
• Giant projector and screen on the wall of the car park-showcasing media and graphic designs
• Occasional Live streaming when interviewing on their Open day experience directly to the screen
(with speakers)
• Live streaming TO NB plaza digital projector
• Media students doing animations or photo shopping pictures of a front page magazine
demonstrating to people how the power of technology shapes the world

Film and Television
• Will be recording the proceedings for the day and will occasionally stream it to the projector
• Do a “live” skit on stage so that people have an opportunity to see what goes behind the scenes of a
show. They can have an opportunity to be “in the director’s seat”

I.T
• IT students programming computers, showing how the inside of the motherboard computers work
• Interactive demonstrations on how to put computers together

Tourism
• Can showcase mannequins or people dressed up from their own culture-(e.g.Japanese tea pouring
or calligraphy)


English and Other Languages
• Showcase of Different cultures around the world
• Sample of different nation’s dishes

Community Learning- Indigenous Studies
• Aboriginal dances as a main act

 Located on Aberdeen Street from Museum Street to Beaufort Street
Creative Arts
Music
• Scheduled live band playing
• Musicians showcasing their instruments and equipment throughout the day

Fashion/Textiles/Jewellery
• Marquee info stall
• Scheduled Fashion parade by the jewellery and fashion textiles
• Various mannequins on show, showcasing clothes and jewellery

Visual Arts & Crafts
• Students doing pottery, interactive with the audience
• “Have a go” making a clay figure
• Arts and craft centre opened for student art exhibition

Graphic Design/3D Design
• Graphic Students showcase how to make 3D shapes

 Located on Museum Street
Sport & Recreation
• BMI Tests
• Personal Trainers- doing body assessments and giving nutrition tips. Showcase use gym equipment




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Health, Education and Community Services
Dental Assisting
• Have a glass box with nails attached, people would use dental pliers to try and stretch rubber bands
over the nails. This is a good way to test their careful handwork as dental assistants

Enrolled Nursing
• Find your blood type or BMI

Optical
• Participation in eye test and eye patch test

Health & Lifestyle
Beauty Therapy
• Students can set up nail stalls offering manicures and pedicures
• Students will perform non-invasive eye brow shaping (will need to sign a disclosure statement for
waxing)

Massage Therapy
• Students performing remedial massage in upright massage stations five minutes at a time

Science & Sustainability
Environmental Studies
• Various displays of plants with the Latin me and their meaning

Laboratory Studies
• Set up microscopes of microorganisms (say swamp water) for the public to view. This gives good
insight to how people can learn about seeing “more than meets the eye” when it comes to conserving
the environment




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MAP OF THE OPEN DAY
The setup of the day can be shown on this map. Each portfolio’s marquee is indicated with its corresponding colour which is shown in the
legend on the left.




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                                                                                 Central Open Day 2011


    2.4.     Central’s Support
Not only is it important to give each portfolio adequate exposure during the open day, it is also important for
Central to highlight the support services that are on offer for the students once they are enrolled.

One service that is offered to Central students is The Aboriginal and Torres Strait Islander Support Centre. This is
a facility that’s provided to indigenous students at the campus. The centre aims to celebrate and be proud of
their traditional culture and show respect for the past. The centre also helps students embrace their present
culture and create a vision for the future. The open day will be a great opportunity to showcase the centre’s
features to not only Aboriginal students, but everyone who attends the open day.

The open day will have current and past indigenous students throughout the portfolios as well as in the
Aboriginal Support Services area. There are a few courses offered by the centre which are the Access Course,
which helps students with improving numeracy and literacy skills. The other course is in conjunction with
Commonwealth Bank of Australia, which is training Aboriginal women as bank tellers. The projects they want to
promote are The David Wirrapunda Foundation and the Creative Futures project. Creative Futures is a new
development that will be beginning in 2012, so the open day would be a perfect opportunity to promote this
project.

To help with entertainment on the day, the centre will organise for didgeridoo players and bush tucker
demonstrations, this will help add to the festival vibe. The facilities in their office that can be used on the day
are a balcony, kitchen, meeting room and also a classroom that can be divided into two rooms. The classroom
also contains a projector that could be used to show relevant video footage. The Centre already has a Facebook
page, which we can use to advertise the Open day and it also has a representative that goes out to schools to
specifically advertise Central to potential indigenous students.

Other student service centres that may want to be involved in promoting their services for students on the
Open day include:

    -    The Student Support Centre
    -    Career Services
    -    Psychologist Services
    -    E-Counselling
    -    Access and Equity Support Services



    2.5.     Local Business
Getting local businesses involved in Open day will be an important part of keeping the festival theme and
communicating the advantages of studying in Northbridge. Northbridge is a growing creative and business hub
which will appeal to many potential Central students.

It would be beneficial to gain support for the open day from businesses and the local community surrounding
the Central Institute of Technology. This can be done by getting them involved with sponsorships, discounts and
vouchers on the day and throughout the year. Not only is this beneficial for students, but it will also help boost
the economy in Northbridge. As Northbridge tries to improve its image as alternative and cultural, it can
incorporate Central’s student lifestyle into it as well. These different store promotions will encourage students
to go into Northbridge and use these vouchers and start using the products and services of the various
Northbridge businesses. By having students actively involved with the businesses of Northbridge on a regular


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basis, they will build a lifestyle for themselves around the campus and connect Central and its students with
Northbridge and the cultural precinct that surrounds Central.

Independent Stores that surround the Central campus will be targeted, as this will help with creating that
alternative vibe we want to promote at Central and in Northbridge. There are many food and beverage stores
around Northbridge that could be involved on the day by holding their own stall around the campus. This helps
them to promote themselves on the day and make future students aware of their products and services. We
could charge these stores rent to have the stall on the campus, which would help raise money for the day. It
would be easier to get vouchers and discounts with food and beverage companies. Specials such as “Buy 1, get
1 Free” and “A Free drink with a Meal” would be easy for businesses to create and these vouchers could be put
in show bags on the day. Businesses we are hoping to Target include:
     -   Milk and Honey
     -   Jus Burgers
     -   Willy’s Café
     -   The Moon Café

To help showcase Central’s interests and cultural aspects, Northbridge businesses can also be involved to
promote these attributes of Central. To show Central is multicultural, food from around the world would be
included as part of the stalls. There are many different nationalities represented by food and beverage stores in
Northbridge, these businesses could include:

    -    Joy Café (Hong Kong)
    -    The Red Teapot (Chinese)
    -     Seoul Buffet and Steamboat (Korean)
    -    Phong Vinh (Vietnamese and Chinese)

The bars of Northbridge will help create a lot of Social attention from the students of Central. Businesses
include:

    -    The Bird,
    -    The Brass Monkey/Grapeskin
    -    Universal Bar

Along with the food and beverage stores, there are a lot of Independent retail stores emerging in Northbridge,
especially along William Street. One of these stores is The Butcher Shop, which specialises in art (street art
mostly,) art supplies and clothing. At the William Street festival The Truck Stop Mobile Art Gallery was run by
The Butcher Shop, which involved getting people to donate their truck for a free paint job. This would be a great
opportunity to have some Art Students get involved with painting maybe a wall or something at Central, but
getting art supplies etc donated by The Butcher Shop. Retail Businesses we are hoping to Target include:

    -    The Butcher Shop
    -    Fi & Co
    -    Keith + Lottie
    -    Brave New World
    -    Red Stripe Clothing

There are also a number of Services provided such as travel shops, beauticians and massage clinics. Tourism,
beauty and massage courses are offered by Central and these businesses may want to get involved with helping
with Apprenticeships. These businesses, as well as other services, such as piercing, tattooing and computer



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repairs may also provide vouchers and discounts of their services to Central students on the day or throughout
the year.
Service Businesses that may want to get involved include:
    -    B & D for Hair
    -    St James Hair and Beauty Salon
    -    Exotic Body Piercing
    -    Cybershop

    2.6.      Finishing Touches
To make the open day easy to get around there will be information kiosks located throughout the area.

There will be a centre Kiosk located on the intersection of Aberdeen Street and Museum Street

        Will have a giant plastic “stick on” of the Central Logo
        Round Kiosk Table as the general Info Booth-primarily where the Student Services people will be
        Computer lined up near the stand outside the library where people can log onto intranet and do
         tentative enrolment
        There will be coloured dots or “sweeps” of colour leading out from the centre leading to the direction
         various marquees on the ground: e.g.: red sweeps will lead to the health and education stalls
        Choose your study chatter box Chatterbox- Arts, Sports & Rec, Business, Sciences will be distributed at
         the training centre

Other Kiosks that may also be placed on the day would be:

        The Student Succuss Centre, to showcase the facilities of the campus and how the centre helps with
         students in continuing their studies
        School Psychiatrist to give information of their services, these will be especially encouraging for the
         parents
        The Traineeship and Career Centre, to show how work experience is carried out in most courses-
         testimonials on Employers that had student work experience
        Student services at the main desk and at the library where people can “tentatively” secure their place
         at Central
        The NOVA 93.7fm van

Food

Food and beverage are a large and important part of a festival. Not only will the Central open day have food
stalls of local business but it will also have an afternoon sausage sizzle, with meet supplied by a local butcher
and a barista station supplied by the Disability Centre. Of course no festival would be complete without fairy
floss and popcorn which will be on sale near the catwalk/band stalls.

Show Bags

Everyone loves free stuff and it is important for people to leave the open day with some sort of reminder of
Central and their services. Knowing this show bags will be made up with vouchers for local businesses and
Central paraphernalia such as, stress balls, pens, highlighters, lanyards, lollipops all with the Central logo. The
bag itself will also serve as a good way for people to keep together all of the information that they have
collected over the day.


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Competitions

To encourage prospective students to submit a registration of interest a competition will be set up. A possible
idea for the competition is that anyone who submits a registration of interest on the day will automatically go in
the running to win an iPad and the runner up will have their first semester tuition paid.

To facilitate this there will be computers set up that show students how to enrol to Central Institute of
Technology for 2012 and with this an option to register your interest. When students register their interest they
will need to give a valid email address. Central will be able to use this to form a database of people to send
information out to. When it comes time to enrol those who have completed a registration of interest will
receive an email reminding them that it is now time to enrol in their course.

Staging

The main stage will be set up with a projector at the back; this stage will be interchangeable “blocks” that can
be manoeuvred to change the shape of the plat form: e.g. rectangular for the catwalk. The stage will be
equipped with a back stage for models and bands to put their equipment/change.

The main events to be held on the stage will be the music student’s performances, the fashion catwalk, special
guest speakers and the announcement for prizes

There will be chairs set out in theatre style to maximise seating capacities and areas/marquees where people
can stand undercover and view from afar. The estimated seating capacity will be 150pax, with 75 on each side.
The seating will be interchangeable according to each event.

Decorations

To keep each portfolio synchronised with the theme of the day there will be a few items that will help to
distinguish the portfolios and tie it all together. This would include;

         Cardboard Cut-outs of Students holding on the Central Logo in their middle (like the Central Man) their
          background/font/decorations in the colour of their course branding (Sport in Navy) with testimonials
          on their experience at Central. To be located at the entry point of each course desk
         Dots or lines surrounding and leading up to the marquees coloured in the correct course colour
         Staff to be wearing T-shirts in the colour of their course with quirky course information to act as guides
          and also create interest for the course
         Couches for tired feet around the event will also tie in with the festival theme




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    3. PROMOTIONS

    3.1.      Public Relations
To generate interest for the open day with the intended target audience prior to the event there will need to be
appearances at schools where students of Central can explain what the life of a Central student is like. To be
effective in engaging high school students these appearances at schools have to be something a little more than
an ordinary dry speech from somebody that doesn’t remember what it was like to be in high school. This is why
it has been suggested that when Central make their usual appearance at schools they spice it up this time and
use actual Central students. In addition to this it would be recommended that the presentation to high school
students be made more interesting by including a movie montage that shows Central students at work having
fun with hands on assignments and doing things that they are passionate about. This could run while the
speakers are presenting to reinforce what the speaker is saying.

During these appearances the presenters can hand out Central information as well as pens and possibly a
Central chatter box.




    3.2.     The Central Chatterbox
An idea was developed in that a media vehicle can serve the purpose of communicating information, promoting
courses that are being on offer and be fun and interactive.


Why a Chatterbox

       The chatterbox is a classic communication device that our target demographic is familiar with
       Students often feel pressured by other influences (such a parents) on finding a course for their tertiary
        studies, by using a chatterbox, the user can feel as if they are making their own choice
       The chatterbox is a light hearted approach of information relieve the student of the burden and
        pressure of the seriousness that comes with making the final decision

As a Media Vehicle

       Our main audience to capture with this particular type of media vehicle were high school students, we
        hope to give this as part of their “Central package” of information
       We hope to distribute them in our show bags at open day
       Be the main interactive media vehicle for the Careers and Training stalls

Central Branding

       The chatterbox was created so that it can communicate what courses Central has on offer
       It uses the different course portfolio colours to brand each courses offered in both high schools and at
        the college
       The font will be Conduit as per the official Central font
       The design concept for the chatterbox was to make it fun, light hearted and colourful as per the open
        day “festival” theme



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                                                                                    Central Open Day 2011


            When the corners of the box are closed, the shape of the chatterbox creates the image of the Central
             logo
            This is symbolic in Central is made up and made whole by the varieties of courses it offers.

        1.     First select what student you
               are
        2.     Close the chatterbox mouth
               flaps in and out the number of
               times indicated
        3.     Choose your favourite subject
               and open the internal flap
        4.     Inside, read the recommended
               courses for you
        5.     For more information on the
               course, go onto the email
               address




    4. MEDIA
    4.1.         Advertising and Sponsorship
For open day to be a success, Central will need to engage with the community and partner with various
businesses and organisations that can provide funding and promotion for the event.

Our marketing and communications team has researched those organisations and businesses which seem like
the most appropriate and beneficial match to Central’s target market.

    4.1.1        The City of Perth
City of Perth offers financial assistance to organisations to stage and present free or low cost city based
activities in public places. Central must apply for event sponsorship by details how it will promote the support
of City of Perth. Applications are assessed considering the degree the event meets:-

            the City’s marketing objectives;
            the eligibility criteria;
            the return on investment for the City.

In addition to the assistance that the City of Perth may provide in funding the event Transperth can offer
several advertising options that may be appropriate for the open day:

            Advertising on the back of CAT buses
            Advertising at train and bus stations by distributing promotional material
            Billboard advertising at Perth station

    4.1.2        Newspapers
Drum Media and X-Press Magazine have a readership aimed at the same demographic we are targeting for the
open day. Both publications would be ideal to advertise and send media releases to for free publicity for the

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                                                                                Central Open Day 2011


open day. Readers are both male and female and are predominantly ages between 16 and 35. X-Press Magazine
has been going for over 25 years and Drum Media has been going for over 17 years, this means that they will
still have followers beyond this age group. Readers for both publications have a readership of 80,000 people.
This demographic enjoy music and go to shows and festivals.

Drum Media

Drum Media has a circulation of 25, 231 and is distributed to 925 outlets in the Perth metro and its suburbs,
Mandurah, Bunbury and Margaret River. It is read by over 80, 000 people per week. Drum Media specialises in
covering every inch of the entertainment scene, profiling international performers and events and, most
importantly, fostering Australian art and artists. The Drum Media has also proved a fertile breeding ground for
dynamic new journalism, design and has launched the careers of many music industry luminaries.

X-Press Magazine

X-Press Magazine has a circulation of 38,000 copies which is distributed to 1000 outlets within the Perth metro
and its suburbs. The publication then has a further 200 outlets it’s distributed to in the South West region. X-
Press also has a segment that would be great to advertise and have articles in, which is their Education, Training
and Careers section. This part of the publication is a monthly feature that focuses on everything to do with
education and training. Also in June and December there will be a 32-page special and an additional 10,000
copies printed for university campuses and it would be great to have Central included in it. Please see the
attached rate card for X-Press Magazine. As Central is a government institution, it would be entitled to receive
the discounted rate. In the Education and Training Magazine, all advertisements would also receive editorial
support.

In order to keep advertising costs down and generate publicity contra deals will be attempted with industry and
local newspapers where in exchange for a few advertising spaces they would be able to set up a stall on the day
and promote their product. In addition to this media releases will be sent out to the community news, Sunday
Times, The West Australian, Xpress and Drum Media with the intention of an article about the Open day being
published in as many papers as possible.

    4.1.3    Radio
In order to best reach the intended target market the right medium must be chosen for advertising. Several
radio stations have been considered including, 96fm, Nova, 92.9, RTRFM and Triple J. Further market research is
required to be done before a final decision is made as to which radio station is chosen. It is believed, however
that the most effective radio stations for advertising would be the following;

Nova 937
Nova 937 is one of Perth’s top rating commercial radio stations. 70% of its listeners are aged 18 to 39 making
them perfect to meet the target market. They are also well known for their appearances at universities on Open
days and are familiar to most people of all ages.


RTRFM
RTRFM is an independent, self-funded not-for-profit radio station based in Mount Lawley. It has gone on to
become one of the city’s most diverse and forward-thinking broadcasters, with many specialist programs.
RTRFM’s program diversity and wide community appeal attracts listeners from a broad range of ages. Target



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                                                                                Central Open Day 2011


campaigns can be developed to reach specific demographics because programs are highly specialised. Most of
RTRFM’s audience is aged between 15 and 39 years-of-age.

TripleJ
Triple J considers themselves as national radio striving to be an entertaining, innovative and accessible voice for
young Australians, forging a broad musical identity and giving emphasis to new and emerging music and artists.
It is government-funded and a division of the Australian Broadcasting Corporation. Whilst it is likely there are a
large percentage of potential Central customers listening to TripleJ, it is unlikely we will be successful in an
application for sponsorship due to the station being national and open day being a relatively small event. As you
are also unable to pay to advertise on Triple J the only way to get any coverage would be through a press
release which would require something great like a big local act to be performing on the open day.

A sponsorship package for radio coverage may include radio advertisements in the two weeks leading up to
open day, a listing of the event of the novafm website, a ‘Casanova’ rent a crowd on the open day where
promotional staff will be onsite and do two live crosses from the location encouraging people to come down
and giving away freebies.

    4.2.     Social Media
Social Media Prospects

In today’s modern society the growing need to connect and communicate with other people faster and more
efficiently has resulted in the rise of social networking sites such as, Facebook and Twitter. With these sites
people can communicate with friends or establish contacts and networks with people who share similar
interests. Research of current social networking sites has shown that the majority of the demographic that uses
social networking sites are generations X and Y.

Our target demographics being high school leavers and tertiary level students, account for approximately 39.1%
of the overall Australian Facebook users as seen in fig 1.1.

Additional information gathered resulted in the following outcomes, 34% Australian use Twitter, 75% of
Australians have Facebook and 48% of Australians use MySpace as seen in fig 1.2.

Due to the statistics shown on both figures the suggested course of action in terms of social media would be to
pursue the social media outlets of Facebook, Twitter and Youtube.
  Fig 1.1
                                                       Fig 1.2




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                                                                                Central Open Day 2011


Research into how social media could be used in the Centrals open day, resulted in the investigation of how the
other tertiary education establishments use their social media sites to interact with their pupils and prospecting
pupils.

University of Western Australia
The University of Western Australia (UWA) has no official Facebook page but instead many small pages. (e.g.
UWA Students, UWA careers centre, etc.) All of these pages look like they’re University run, with upcoming
events which would affect/interest the certain clique following the designated Facebook page.

The UWA website Facebook hyperlink refers you the UWA Library which only has 297 people following, this in
contrast to the unofficial UWA Facebook page of UWA Students, which has 5,290 followers.

The other social networking site that UWA has invested in is Twitter it serves the same role as the Facebook
pages by informing followers of upcoming events and news, UWA has 376 followers.

Curtain University
Curtain University is probably the most adept in terms of social media use; Curtains website clearly shows the
hyperlink to its Facebook, Twitter, Youtube, Flickr, and iTunes pages. Curtain has one sole Facebook page which
clearly displays University run events, advertisements, contact details, campus information and discussions. On
Facebook curtain has 8,881 followers, Twitter followers’ number at 2,703, and finally their Youtube account has
114 subscribers but more importantly 85,344 uploaded video views. Curtain is the only University of two to use
Youtube the other being ECU.

Murdoch University
Murdoch has only a very limited number of social media outlets at their disposal, they have no Facebook only a
Wikipedia article on the university which you’re redirected to on Facebook. Their only social media outlet is
Twitter where they have 1,207 followers which work much in the way the other tertiary institutes use theirs.

Edith Cowan University
Edith Cowan University or ECU have many similar social media outlets like all the other tertiary intuitions, they
have 2,739 followers on Facebook, 1,107 Twitter followers, and Youtube account with 109 subscribers and
36,122 uploaded video views.

What makes ECU different from the other Universities is how the social media outlets are shown on their
homepage. ECU uses what they call a “Social Circle” where it’s social media outlets are all listed and you can see
current and past posts from all four sites by clicking on the tabs without leaving the browser. On investigation
large public interaction was seen in response to posts, assumed due the original concept of the “Social Circle”.

    4.3.     Websites
As Central guide prospective students to their website (with the assistance of the chatter boxes) and they are
aiming their open day at current students as well, it is important that there is ample information about the
open day on the website. To advertise on the website it is proposed that Central make use of the scrolling
banner by putting an ad for the open day on there with a link to more information about the open day. The
open day information will also be updated in the calendar so that the timing of it can be easily seen. Finally a
week or two before the open day should be a write up about the open day and what will be happening on the
day will be posted on the home page of Central’s website. All of this information will contain links that direct
visitors to the open day program so that they can easily see what will be happening on the day.


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                                                                                 Central Open Day 2011


Possible website content:




What will be happening at the Centralise Festival?

You will be able to speak with our lecturers about which Central courses and careers may be right for you.

There will be the opportunity to talk with our staff about our campuses, state-of-the-art facilities and services
available to students. Chat to our career counsellors and find which course might be right for you.

You can learn about how to apply and enrol for full-time study and also about our part-time study options,
online and short courses, traineeships and apprenticeships.

Our university pathways arrangements with leading WA universities will also be featured at Central Life. Have a
coffee and a chat and find out what your future life will look like at Central.

Contact us to find out more.




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                                                                                 Central Open Day 2011



    5. ROAD CLOSURE
Road Closure and City of Perth Association

The City of Perth has very strict guidelines and criteria that must be met to hold an event in a public area. There
are applications, fees and other documentation required before approval will be given to hold the event or
allow road closures.

We require the closing of the roads between Aberdeen Street from William Street to Beaufort Street and
Museum Street from Aberdeen Street to Francis Street to set up our proposed plan for the open day.

The first step in this process is the “application to hold an event” must be completed and lodged by us to the
City of Perth and approved. For the approval to go ahead The City of Perth advise that the following criteria
must be met to be granted approval for our proposal for the Centralise open day

To get the abovementioned roads closed for our event we must have the road closure application forms must
submitted and approved by the City of Perth. Once the closure is approved and any fees required are paid, then
the road closures must be undertaken by an approved company that deals with road closures on behalf of The
City of Perth, such as WARP. We are responsible for organising this. It would be ideal if we were able to get
some sponsorship from WARP to achieve this.

As there are public parking bays within the sector we are looking to close down for the day, The City of Perth
charges $56 for each parking bay that is considered public area.

The City of Perth have in place, for any event to be held within their district not on private land and
encompassing the road, a “road reserve hire”. The minimum fee for the reserve hire is $500.

For an event such as this there are also smaller, but no less important matters that need to be attended to such
as licenses. As there is going to be music played then music licenses from PPCA are required. If there is going to
be any alcohol served (TBC) then there needs to be a temporary liquor license for the event which will need to
include boundaries of service and responsible service of alcohol. There must also be a temporary food license
held for the day which is achieved by getting approval from the Environmental Health Office. This approval
usually costs money, however, for community style events such as this, they are generally willing to waive the
fee.

The City of Perth also requires a vast amount of accurate documentation. The documents required include a
Risk Management Plan which must cover the “Ifs”, “Maybes”, “Coulds” and how they will be resolved, such as if
there is a fire; where do people go, and who is responsible for checking the buildings. This is usually a lengthy
document with a lot of fine detail. There must also be a disabled access plan in place as per any event these
days. There must also be proof provided of Public Liability Insurance for the event in the case of someone
injuring themselves whilst participating in an activity, or even just tripping over.

For the City of Perth to be able to close roads without a reaction from the public they are required to advise the
public with an advertisement in The West Australian Newspaper the weekend before. This can cost anywhere
between $1500 and $3000.

All documents required must be provided before the day of the event and it is most likely a deposit of $500-
$3000 will be required to be paid to the City of Perth on application.


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                                                                                                       Central Open Day 2011


                         6. BUDGET
                  Below can be seen a sample of what the expenses of the open day may look like. This is only including costs that
                  are known at the moment and has not taken into consideration the savings that would be achieved if using in
                  house printing and if sponsorship or contra deals are made.

Central Open Day Cashflow
1st March 2011 - 31 September 2011


                              INCOME                                MAR       APRIL      MAY        JUN        JULY      AUG       SEP        TOTAL
Opening Balance BFWD from 30 June 2010                              $60,000                                                                    $60,000
                           TOTAL INCOME                             $60,000         $0         $0         $0                             $0    $60,000

                        TOTAL INCOME Y.T.D.                         $60,000   $60,000    $60,000    $60,000                       $60,000




                           EXPENDITURE                              MAR       APR        MAY        JUN        JULY      AUG       SEP        TOTAL
Road closure
Deposit for road closure                                                                  $3,000                                                $3,000
Road reserve hire fee                                                                       $500                                                 $500
Advertising of road closure                                                               $3,000                                                $3,000
Cost for parking spaces                                                                                         $5,600                          $5,600
Printing
Promotional Posters, 500x A3, 300gsm, gloss, one side full colour                                                 $369                           $369
Chatter Box printing 2500x (210mm x 210mm), 115gsm, gloss, one
side full colour
                                                                                            $400                                                 $400
Brochures                                                                                                       $1,282                          $1,282
Banners pull up banner inserts x 3                                                                   $2,700                                     $2,700
Cardboard students 5 -6 ft full colour x9                                                                       $8,100                          $8,100
Customised T-Shirts                                                                                  $1,000                                     $1,000
Media
Xpress Magazine 1/4 page, full colour, 4 insertions                                                                      $2,680                 $2,680
Xpress Education, Training and Carees magazine Full page colour                                                 $1,935                          $1,935
Drum Media 1/4 page, full colour, 3 insertions                                                                           $1,653                 $1,653
Radio promotion package from Nova                                                                              $20,000                         $20,000
Other Expenses
Various stationary                                                                                     $100                                       $100
Sausage sizzle food                                                                                                      $1,500                 $1,500

                        TOTAL EXPENDITURE                               $0          $0    $6,900     $3,800    $37,286   $5,833          $0    $53,819

                         Accumulated Total                          $60,000   $60,000    $53,100    $49,300    $12,014   $6,181    $6,181       $6,181




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                                                                                Central Open Day 2011


    7. RISKS
Some possible risks that need to be considered that may change the structure of the event include;

       If the weather is bad – The backup plans for rain will be adequate as long as there are not heavy
        storms. If there is some rainfall the marquees and planned undercover areas will be sufficient
       If not all cars have been evacuated on time – In order to prevent this there will be ample warning in
        newspapers and letter drops. As the date approaches reminders will be put around the parking lot.
       If the road closure is not approved – The event would need to be moved to be within the building and
        would need to be on a smaller scale as it would not be recommended that large quantities of people
        be roaming streets where there will be traffic
       In case of injury to guests – There will need to be first aid on hand as well as security officers for any
        more serious incidences


    8. EVALUATION
In order to monitor the open day’s success, we have set up some avenues for a public response.

       The number of people who show interest in the open day by showing up can be seen immediately by
        how many show bags are handed out and the density of people
       The number of registrations of interest received will show how successful each portfolio was with
        promoting themselves for enrolment.
       We will be monitoring the Facebook page which will show the support of people by how many have
        joined
       The twitter account will be available for feedback on the open day which will be monitored and
        responded to

Once we have all of this information we can easily see if we have reached our goals by looking into how many
people attend and submit their registration of interest. Overall Central will be able to look at the 2012
enrolments and compare them to previous years in order to see if the goal was reached for the increase of
enrolment.




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                                                                                  Central Open Day 2011




CONCLUSION
By following the strategies put forward in this report it will be possible to raise awareness of Central Institute of
Technology and their courses. By using the festival theme and hand interactive style of open day Central will be
able to generate much needed hype for the institution and they will begin to change some of the
preconceptions about Central Institute of Technology.

By involving local businesses in Northbridge in the open day Central will be able to develop a relationship with
them which will be a useful tool when promoting Central by its location, in the city.

The festival theme can have longevity as it will always be applicable to the area and the attractions can be
changed every year as need be. The promotional tools used will be useful for years to come and may only need
slight adjustments to be kept modern.

It would be recommended that future events be planned earlier, perhaps using the previous year as a base. This
would be helpful for Central and most Universities already have their plans for their open day many months
before they are held and if Central wants to compete with them they should be just as prepared.




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