ACC Marketing Plan
(Last revised: June 23, 2009)
I. ACC Mission and Goals
The College Mission
The mission of Alpena Community College is to meet lifelong learning needs by
providing educational opportunities through effective stewardship of resources.
The College Goals
(1) Present and position ACC as a compelling, attractive institution of choice for all
(2) Achieve excellence in program areas of transfer, occupational/technical,
developmental, community and continuing education
(3) Serve as a primary center for regional economic development, diverse
programming, recreational/wellness opportunities, and cultural enrichment
(4) Foster an environment of learning that embraces change, cultural diversity,
personal accountability, and global thinking
(5) Conduct college business with a view to developing partnerships and alliances to
expand learning opportunities
II. Selected Strategic Plan Objectives
1. Foster state-of the-art public education and learning as a catalyst for social, political,
economic and cultural development. (Aligns with College Goal #1)
2. Advance ACC’s five core competencies while maintaining inclusion, high standards and
expectations, quality and diverse forms of delivery, program completion and preparation for
a diverse array of opportunities among those who choose to attend ACC. (Aligns with
College Goal #2)
3. Establish a committee of College staff and faculty, community members, and other advisory
groups to build a strong strategy for HUSH campus via programs and facilities with a goal of
doubling the enrollments. (Aligns with College Goal #2)
4. Work with advisory committees and businesses to develop programs that meet the needs of
our service district. (Aligns with College Goal #2)
ACC Marketing Plan 2.0 — page 1
5. Develop and implement a plan to review and evaluate programs and courses for relevance
and student outcomes with recommendations for continuance, expansion, or elimination as
III. Marketing Objectives
1. Continue proven techniques of communicating ACC’s value proposition to traditionally
responsive marketing segments. (Aligns with Strategic Plan Objective #1, College Goal #1)
2. Pursue Plus 50 Learners market in a visible, coherent manner via NELM-applicable features
of AACC research. (Aligns with Strategic Plan Objective #2, College Mission)
3. Collaborate with HUSH coordinator to organize formation of a committee, build support for
its work, and carry out its recommendations. (Aligns with Strategic Plan Objective #3,
College Goal #1)
4. Collaborate with chief academic officer and institutional researcher to carry out marketing
research assignments at the direction of the CAO. (Aligns with Strategic Plan Objectives #4
& 5, College Goals 1& 2)
IV. Marketing Tactics & Actions
Tactic 1: Address misconceptions about community college quality and improve
institutional image with positive, informative advertising and public
relations; position ACC as a valuable and desirable alternative to first
two years at a 4-year institution/develop “school of choice” image.
Action 1-1: Run television, print and broadcast ads during registration times that
emphasize “the value of an ACC education.”
Action 1-2: Use the “school of choice” “value” and “smart choice” themes in general
Action 1-3: Increase use of testimonials and feature ACC students, alums, faculty and
staff in advertising/promotional materials.
Tactic 2: Maintain and enhance admissions/marketing presence in schools and the
Action 2-1: Work with the Admissions Office to provide promotional materials are
necessary to attract students including posters, brochures, publications, t-
shirts, giveaways, etc.
Action 2-2: Identify/purchase targeted promotional opportunities in the schools such
as yearbook ads, sports programs, etc.
Action 2-3: Identify and provide promotional materials to school counselors, libraries,
businesses, museums, etc.
Tactic 3: Encourage parents and junior and high school students to plan for higher
Action 3-1: Continue use of promotional pieces such as Movin’ On and On Track.
Action 3-2: Incorporate “plan on higher education” message in advertising targeting
parents and younger school children.
ACC Marketing Plan 2.0 — page 2
Tactic 4: Promote targeted ACC programs and services.
Action 4-1: Feature transfer classes in the Spring ACC Update and Summer Semester
class schedules. Increase advertising for Summer Semester classes with
Early Registration and 3 weeks before classes start.
Action 4-3: Pitch 2-3 targeted editorial or article ideas to each newspaper in service
Action 4-4: Maintain media placements log.
Action 4-5: Maintain a promotional presence at selected community activities.
Action 4-6: Promote athletic team schedules and cultural events through printed
programs, web pages, etc.
Action 4-7: Promote leisure classes by placing print ads in newspapers and other print
materials prior to each registration period.
Action 4-8: Promote online classes in prominent place in ACC class schedules and
Tactic 5: Market programs for retraining adult learners.
Action 5-1: Feature senior citizens in new institutional photography.
Action 5-2: Feature adult learners in promotional materials.
Action 5-3: Communicate the benefits of earning degrees and credentials — earning
potential, employment opportunities, convenience of hometown
institution, lower tuition and fees — in advertisements targeting adult
Action 5-4: Advertise in 50+ themed mediums.
Tactic 6: Promote ALL membership.
Action 6-1: Create advertising plan and budget for A.L.L. promotion.
Action 6-2: Support ALL marketing/promotional activities where deemed cost- and
Tactic 7: Coordinate promotion with partners on targeted programs.
Action 7-1: Include regular article about MBUC and targeted programs in Updates.
Action 7-2: Create print brochure and webpage for MBUC.
Action 7-3: Create program brochures, ads and other promotional items for co-op
programs with MBUC partners.
Tactic 8: Collect images (still and video) of a variety of ACC students and activities
for use in promotional materials.
Action 8-1: Conduct at least one professional photo and video shoot each year.
Action 8-2: Have Charter come on campus 1-3 times each year to obtain new b-roll
footage; footage from Commencement is necessary!
Tactic 9: Use professionals and communications organizations to produce
materials and enhance promotional materials.
Action 9-1: Use writing and publications vendor(s) on selected projects such as
Tactic 10: Regularly update ACC publications for content and attractiveness.
Action 10-1: Produce an information pack with a return mechanism that includes a
promotion/giveaway item as a reward.
ACC Marketing Plan 2.0 — page 3
Action 10-2: Create a plan for the regular update of the website; designate
responsibility for areas.
Action 10-3: Maintain a position to support website content development and expand
web-based admissions/marketing efforts.
Action 10-4: Support the instructional development website management position and
Tactic 11: Acquire and use portable promotional materials for events.
Action 11-1: Work with the Admissions Office to create/purchase promotional
materials to be used during college fairs, high school visits, etc.
Action 11-2: Create competitive comparisons between ACC and competitors.
Tactic 12: Create new publications as necessary to meet new needs.
Action 12-1: Maintain desktop publishing software, hardware, and printing capabilities
in the Public Information & Marketing Office.
Tactic 13: Enable campus groups to create professional-quality communications
Action 13-1: Provide electronic logos, images, style manual and promotional support to
Action 13-2: Proofread and provide editing and distribution assistance for press releases
and other public/media contacts.
Action 13-3: Assist campus constituents with creating new website content.
Tactic 14: Coordinate informational activities with campus constituents.
Action 14-1: Provide materials, cooperative advertising support, and media contacts for
TRiO grant entities.
Action 14-2: Provide materials, cooperative advertising support, and media contacts for
Small Business and Technology Development Center.
Action 14-3: Provide materials, cooperative advertising support, and media contacts for
World Center for Concrete Technology.
Action 14-4: Provide materials, cooperative advertising support, and media contacts for
Volunteer Center activities.
Tactic 15: Increase awareness of campus events, important dates, and proactively
Action 15-1: Advertise campus events and registration times in targeted media.
Action 15-2: Create and distribute posters announcing upcoming registration dates.
Action 15-3: Encourage use of the ACC website and WebAdvisor as the source for
Tactic 16: Be open to new geographic areas in which to recruit.
Action 16-1: Recruit students outside of ACC’s service district where appropriate
considering resources and programs.
Action 16-2: Set recruiting parameters for new areas, including strategies, number of
visits, promotional items, satellite class space, etc.
Action 16-3: Explore the educational needs of outlying communities and identify
locations in which to provide classes.
ACC Marketing Plan 2.0 — page 4
Tactic 17: Promote Huron Shores Campus programs and services.
Action 17-1: Identify top advertising venues — print, broadcast, outdoor, schools, etc.
Action 17-2: Create an year-long advertising schedule.
Action 17-3: Designate funding for HUSH advertising and promotion.
Action 17-4: Create and implement HUSH marketing plan.
Tactic 18: Regularly contact and recruit home-schooled students.
Action 18-1: Admissions Office staff to meet twice a year with the area home-schooling
organization and representatives.
Action 18-2: Invite home-schooling organizations and members to tour campus and
participate in on-campus activities.
Action 18-3: Include home-schooled students in regular recruiting contact activities.
Tactic 19: Promote “leisure classes.”
Action 19-1: Include lists of leisure classes in Updates and class schedules.
Action 19-2: Collect and use images of nontraditional students in typical leisure classes.
Action 19-3: Schedule leisure classes at times convenient to retirees and working
Tactic 20: Use data generated from the Datatel system to improve marketing and
Action 20-1: Work with MIS to create Datatel reports to support ACC market research.
Tactic 21: Identify and track demographic trends.
Action 21-1: Track Northeast Lower Michigan demographics.
Action 21-2: Track service district general student population.
Action 21-3: Identify and track ACC student demographics and enrollment trends.
Tactic 22: Gather feedback from ACC students regarding perceptions and needs.
Action 22-1: Incorporate CCSSE results into marketing assessments and plans.
Action 22-2: Acquire and implement web-based survey software; develop and
administer web-based surveys to targeted markets.
Action 22-3: Create and administer an ACC student marketing survey measuring
targeted areas such as satisfaction, etc. once each term.
Action 22-4: Study student services and conduct surveys to identify ways to provide
better “customer service.”
Tactic 23: Participate in public job fairs and other events which help the public and
targeted markets learn more about ACC and the value of higher
Action 23-1: Incorporate a list of appropriate events in the Admissions Plan, designate
appropriate personnel to represent ACC, and provide promotional
materials, travel expenses, etc.
Action 23-2: Work with partners such as Michigan Works! to communicate with
Tactic 24: Increase number and diversity of Summer Semester offerings to appeal to
students returning home for the summer.
ACC Marketing Plan 2.0 — page 5
Action 24-1: Identify and schedule more traditional transfer classes to offer in an
expanded Summer Semester.
Tactic 25: Maximize class schedule to make it easier for students to take classes.
Action 25-1: Schedule more classes/sections to run during evenings and in condensed
(e.g. one class a week, etc.) formats.
Action 25-2: Identify programs and classes with high concentrations of adult learners;
schedule these classes during the evenings and at non-traditional times.
Tactic 26: Explore weekend, evening and condensed courses.
Action 26-1: Identify 5-10 new courses (gen ed? leisure?) that could be offered in the
evenings or at nontraditional times and formats.
Action 26-2: Identify courses that could benefit from a condensed or weekend format.
Action 26-3: Study human resources and financial implications of offering more classes
during the weekend, etc.
Tactic 27: Support Community Education through promotions.
Action 27-1: Create, implement, and modify as needed an advertising plan for print,
broadcast, and web-based advertising.
Action 27-2: Provide publications and webpage design and production services to
promote courses and raise awareness.
Tactic 28: Support Workforce Development initiatives.
Action 28-1: Support/promote Workforce Development initiatives through help with
publications, advertising and website work.
Tactic 29: Support WCCT efforts to market Blockmakers and WCCT services.
Action 29-1: Provide marketing and advertising support to WCCT efforts.
Tactic 30: Identify/increase/promote online classes.
Action 30-1: Promote offered online classes in various communications vehicles
including class schedules, Updates, the ACC website, etc.
Action 30-2: Track enrollment in ACC online classes and online classes offered.
Tactic 31: Encourage/promote dual enrollment class offerings.
Action 31-1: Designate ACC staff to work with appropriate school officials to arrange
for dual enrollment classes at selected sites.
Action 31-2: Expand dual enrollment offerings in outlying areas where demand exists.
Tactic 32: Provide the Admissions Office and Admissions Director with the tools and
resources needed to efficiently recruit and enroll students.
Action 32-1: Acquire and implement an admissions module for the Datatel system.
Tactic 33: Quantify Admissions efforts.
Action 33-1: Create and distribute yearly travel/visit schedule with number of HS visits,
major job fairs, college fairs, targeted programs, tech centers, etc. Include
list of participants for each visit.
Action 33-2: Create list of on-campus promotional events (such as the Fall Open
ACC Marketing Plan 2.0 — page 6
Action 33-3: Formalize a contact and follow-up plan for potential students.
Tactic 34: Enlist a variety of people to participate in recruiting activities and
Action 34-1: Recruit faculty members from all departments to participate in recruiting
Action 34-2: Recruit and educate 2-3 “ambassadors” to represent ACC during on- and
Action 34-3: Train current students to be ambassadors.
Tactic 35: Track graduate placement rates, incomes, etc.
Action 35-1: Collect grad survey info from designated ACC person administering
Action 35-2 Maintain placement stats from various programs.
Tactic 36: Coordinate and expand institutional research and use of statistics and
Action 36-1: Coordinate internal institutional information needs and usage; designate an
Action 36-2: Conduct ongoing Datatel and statistical research training sessions.
Tactic 37: Examine the cost of attendance.
Action 37-1: Explore alternate pricing strategies (i.e. only two pricing tiers).
Action 37-2: Explore scholarships for Michigan, US and foreign students.
Tactic 38: Adapt publications for transmission and usage from the ACC website.
Action 38-1: Enable selected ACC staff to create linked and indexed PDFs.
Action 38-2: Create a new version of the Student Handbook and post on the website.
Action 38-3: Create a new version of the ACC Catalog and post on the ACC website.
Action 38-4: Post electronic versions of class schedules and Updates on ACC website.
Action 38-5: Create a “publications” area on the ACC website where users can find a
variety of ACC electronic publications.
Tactic 39: Modify the ACC website to keep it fresh and informative.
Action 39-1: Periodically redesign the ACC home page and lower-tier pages, including
reorganizing menus and links.
Action 39-2: Conduct student and public opinion surveys to assess usability.
Action 39-3: Updating the photos and graphics used in the website.
Action 39-4: Add content including streaming video, publications including the Student
Handbook, athletic schedules, more campus events in the “What’s
Happening” area, etc.
Action 39-5: Remove old/irrelevant content.
Action 39-6: Increase the website work done by the Communications Technician.
ACC Marketing Plan 2.0 — page 7
V. Marketing Objectives with Associated Strategies & Actions
Marketing Plan Structure
College Mission College Mission College Goal 1 College Goals 1 & 2
Selected Foster state-of the-art public Advance ACC’s Establish a Work with advisory
Strategic education and learning as a five core committee of committees and
Plan catalyst for social, political, competencies while College staff and businesses to develop
Objectives economic and cultural maintaining faculty, community programs that meet
development. inclusion, high members, and the needs of our
standards and other advisory service district. AND
expectations, groups to build a Develop and
quality and diverse strong strategy for implement a plan to
forms of delivery, HUSH campus via review and evaluate
program programs and programs and courses
completion and facilities with a for relevance and
preparation for a goal of doubling student outcomes with
diverse array of the enrollments. recommendations for
among those who expansion, or
choose to attend elimination as
Marketing Continue proven techniques of Pursue Plus 50 Collaborate with Collaborate with the
Objectives communicating ACC’s value Learners market in HUSH coordinator chief academic officer
proposition to traditionally a visible, coherent to organize and institutional
responsive marketing manner via NELM- formation of a researcher to carry out
segments. applicable features committee, build marketing research
of AACC research. support for its assignments at the
work, and carry out direction of the CAO.
Marketing 1-1, 1-2, 1-3, 2-1, 2-2, 2-3, 3-1, 5-1, 5-2, 5-3, 5-4, 17-1, 17-2, 17-3, 20-1, 22-1, 22-2, 22-3,
Tactics & 3-2, 4-1, 4-3, 4-4, 4-5, 4-6, 4-7, 6-1, 6-2, 19-2, 19- 17-4 22-4, 24-1, 25-1, 25-2,
Actions 4-8, 5-1, 5-2, 5-3, 5-4, 6-1, 6-2, 3, 23-1, 23-2, 25-2, 26-1, 26-2, 26-3, 30-2,
7-1, 7-2, 7-3, 8-1, 8-2, 9-1, 10- 26-2, 26-1, 27-1, 31-2, 35-1, 35-2, 36-1,
1, 10-2, 10-3, 10-4, 11-1, 11-2, 27-2, 28-1, 29-1, 36-2, 37-1, 37-2
12-1, 13-1, 13-2, 13-3, 14-1, 39-3
14-2, 14-3, 14-4, 15-1, 15-2,
15-3, 16-1, 16-2, 16-3, 17-1,
17-2, 17-3, 17-4, 18-1, 18-2,
18-3, 19-1, 19-2, 19-3, 20-1,
21-1, 21-2, 21-3, 22-1, 22-2,
22-3, 22-4, 23-1, 23-2, 24-1,
25-1, 25-2, 26-1, 26-2, 26-3,
27-1, 27-2, 28-1, 29-1, 30-1,
30-2, 31-1, 32-1, 33-1, 33-2,
33-3, 34-1, 34-2, 34-3, 35-1,
35-2, 36-1, 36-2, 38-1, 38-2,
38-3, 38-4, 38-5, 39-1, 39-2,
39-3, 39-4, 39-5, 39-6
ACC Marketing Plan 2.0 — page 8
VI. Target Markets and Associated Strategies
Target Market Marketing Strategies
Junior High and High Overcome community college stigma and improve image/brand.
School Students (and (Tactic #1)
parents) 14-18 years old Encourage plans for higher education. (Tactic #3)
Expand dual enrollment class offerings. (Tactic #32)
HS Maintain and enhance admissions/marketing presence in schools,
including working with counselors; maintain or improve current
yield numbers from each of the schools. (Tactic #2)
Home Schooled Students Regularly contact and recruit home-schooled students. (Tactic #18)
Traditional students 18-24 Position ACC as a valuable and desirable alternative to first two
years old years at a 4-year institution/develop “school of choice” image.
TS Increase number and diversity of Summer offerings to appeal to
students returning home for the summer. (Tactic #24)
Emphasize and encourage retention efforts throughout the institution
by increasing on-campus promotion of events/important dates and
proactively contacting students. (Tactic #15)
Adult learners ages 25-55 Continue to work class schedule to maximize the scheduling of
convenient class times, locations. (Tactic #25)
AL Explore weekend, evening and classes and condensed courses.
Market programs for retraining adult learners. (Tactic #5)
Senior citizens/retirees ages Continue to expand Community Ed program. (Tactic #27)
56+ Promote A.L.L. membership. (Tactic #6)
SC Promote leisure classes. (Tactic #19)
Businesses/community Support Workforce Development initiatives. (Tactic #28)
organizations Establish ongoing placement relationships with potential employers
BC for ACC graduates and interns. (Tactic #36)
ACC Marketing Plan 2.0 — page 9
ACC faculty, staff, Coordinate and restructure communications, recruiting and
constituents admissions efforts; increase the resources available for admissions
activities. (Tactic #33)
ACC Continue Datatel training with a goal of creating new reporting
processes to aid the marketing/recruiting/admissions efforts. (Tactic
Coordinate informational activities with TRiO grantees, SBTDC,
Madeline Briggs University Center and others. (Tactic #14)
Enlist faculty and staff in regular recruiting activities. (Tactic #15,
World Center for Concrete Support WCCT efforts to market Blockmakers and WCCT services.
Technology — WCCT (Tactic #29)
Madeline Briggs University Coordinate promotion with partners on targeted programs. (Tactic
Center — MBUC #4, 14)
ACC Marketing Plan 2.0 — page 10
VII. Marketing Actions List
HS = Junior High and High School Students (and parents) 14-18 years old
TS = Traditional students 18-24 years old
AL = Adult learners ages 25-55
SC = Senior citizens/retirees ages 56+
BC = Businesses/community organizations
ACC = ACC faculty, staff, and constituents
Marketing actions in order of strategies.
# Marketing Action Markets Area FY06 FY07 FY08
1-1 Run image television and print ads during non-registration HS, TS, PI&M X X X
times. AL, SC,
1-2 Create a “school of choice” advertising HS, TS, PI&M, Admissions X X X
campaign/publications/media package. AL
1-3 Increase use of testimonials and feature ACC students, alums, All PI&M X X X
faculty and staff in advertising/promotional materials.
2-1 Purchase 2 table-top traveling displays and 4 portable banners HS, TS, Admissions, PI&M X
in support of visits. AL, SC,
2-2 Develop communications plan with all district schools. HS, TS Admissions X X X
2-3 Identify and purchase informative and useful promotional items HS PI&M, Admissions X X X
targeted at high school counselors.
3-1 Continue use of promotional pieces such as Movin’ On and On HS, HOM PI&M, Admissions X X X
4-1 Purchase a “congratulations” Service District Scholarship ad in HS PI&M, Admissions X X X
each area newspaper at the beginning of Fall Semester.
4-2 Feature transfer classes in ACC Updates and class schedules. HS, TS, PI&M X X X
Advertise Summer Semester classes 2-3 times beginning in AL
4-3 Pitch 2-3 targeted editorial or article ideas to each newspaper in HS, TS, PI&M X X X
service district. AL, SC,
ACC Marketing Plan 2.0 — page 11
4-4 Create/maintain media placements log. HS, TC, PI&M X X X
4-5 Maintain a promotional presence at selected community HS, TS, Admissions X X
activities. AL, SC
4-6 Promote athletic team schedules. HS, TS PI&M, Athletics, X X X
5-1 Feature senior citizens in new institutional photography. SC PI&M, Admissions X X X
5-2 Feature adult learners in promotional materials. AL, SC, PI&M, Admissions
5-3 Communicate the benefits of earning degrees and credentials AL, SC, PI&M, Admissions
— earning potential, employment opportunities, convenience of BC
hometown institution, lower tuition and fees — in
advertisements targeting adult learners.
6-1 Create advertising plan and budget for A.L.L. promotion. SC, ACC A.L.L., PI&M X X X
7-1 Include regular article about MBUC and targeted programs in HS, TS, PI&M X X X
Updates. Al, SC
7-2 Create print brochure and webpage for MBUC. HS, TS, PI&M, Admissions X X
7-3 Create program brochures for co-op programs with MBUC HS, TS, PI&M, Admissions X X
partners. AL, BC,
8-1 Conduct at least one professional photo and video shoot each HS, TS, PI&M X X X
year. AL, SC,
9-1 Use writing and publications vendor(s) on selected projects. All PI&M X X X
9-2 Designate a vendor budget All PI&M, Admissions X X X
9-3 Create a Request for Proposal soliciting a All PI&M, Admissions X
marketing/communications firm to work with the Office of
Public Relations & Marketing and Admissions Office on
redesigning the family of recruiting publications.
10-1 Produce an information pack with a return mechanism (such as HS, TS, PI&M, Admissions X X X
a postcard and/or dedicated web page) that includes a AL, SC,
promotion/giveaway item as a reward. BC
ACC Marketing Plan 2.0 — page 12
10-2 Create a plan for the regular update of the ACC website; HS, TS, PI&M, Webmaster X X X
designate responsibility for areas. AL, SC,
10-3 Create a half-time position to support website content TS, HS, ACC, Web, PI&M X X
development and expand web-based admissions/marketing AL, SC,
efforts. BC, ACC
10-4 Reorganize the instructional development website management TS, HS, Instruction, Web X X
position to support e-learning opportunities. AL, SC,
11-1 Purchase/make 8 sandwich boards and 3 banners for use HS, TS, PI&M, Admissions X
outdoors in visible areas to announce events such as AL, SC,
registration. BC, ACC
11-2 Create competitive comparisons (selling points) between ACC HS, TS, Admissions, PI&M X X X
and competitors. AL
12-1 Create Service District Scholarship promotional materials. HS PI&M, Admissions, X X
12-2 Create a “school of choice” publications/media package. HS, TS, PI&M, Admissions X X X
13-1 Provide electronic logos, images, style manual and promotional ACC PI&M X X
support to campus constituents.
14-1 Provide materials and cooperative advertising support for TRiO HS PI&M X X X
14-2 Provide printed materials and cooperative advertising support AL PI&M X X X
for Small Business and Technology Development Center.
14-3 Provide printed materials, marketing and cooperative HS, TS, PI&M X X X
advertising support for World Center for Concrete Technology. AL,
15-1 Advertise campus events and registration times in targeted HS, TS, PI&M, Admissions
newspaper, TV and radio ads. AL, SC,
15-2 Create and distribute posters announcing upcoming registration HS, TS, PI&M, Admissions
dates. AL, SC,
ACC Marketing Plan 2.0 — page 13
15-3 Encourage advisors to contact advisees at least once each TS Advisors X X X
16-1 Identify new areas (3?) in which to recruit. HS, TS, Admissions, PI&M X X X
16-2 Set recruiting parameters for new areas, including strategies, HS, HOM PI&M, Admissions X X
number of visits, promotional items, satellite class space, etc.
16-3 Explore the educational needs of outlying communities and HS, TS, Instruction, O O O
identify locations in which to provide classes. AL, SC, Workforce
HOM Volunteer Center
17-1 Identify top advertising venues in the HUSH area — print, All PI&M, HUSH X X X
broadcast, outdoor, schools, etc.
17-2 Create an year-long HUSH advertising schedule. All PI&M, HUSH X X X
17-3 Designate funding for HUSH advertising and promotion. All PI&M, HUSH X X
17-4 Create and implement HUSH marketing plan. All PI&M, HUSH X X X
18-1 Meet twice a year with home schooling organization. HOM Admissions O O O
18-2 Invite home-schooling organizations and members to tour HOM Admissions X X X
campus and participate in on-campus activities.
18-3 Include home-schooled students in regular recruiting contact HOM Admissions X X X
19-1 Feature leisure class list in class schedules and/or Updates. HS, TS, PI&M X X X
19-2 Collect and use images of nontraditional students in typical AL, SC, PI&M, Admission X X X
leisure classes. BC
19-3 Schedule leisure classes at times convenient to senior citizens AL, SC Instruction X X X
and working adults.
20-1 Create targeted Datatel reports to support ACC market All PI&M, Admissions, X X X
21-1 Track Northeast Lower Michigan demographics. All PI&M X X X
21-2 Track service district general populace demographics. All PI&M X X X
21-3 Track service district school systems demographics. HS, TS PI&M X X X
21-4 Identify and track ACC student demographics and enrollment All PI&M X X X
ACC Marketing Plan 2.0 — page 14
22-1 Survey area employers about their perceptions of ACC, ACC All PI&M, Placement X X
graduates, ACC’s responsiveness to the community’s
educational and training needs, and mix of program offerings.
22-2 Survey employers in targeted areas outside of the ACC service All PI&M, Placement X X
district regarding educational/training needs and types of jobs
23-1 Incorporate CCSSE results into marketing assessments and TS, AL, PI&M, Admissions, X X X
plans. SC, ACC Student Services
23-2 Acquire and implement web-based survey software; develop HS, TS, PI&M, MIS, Web X X
and administer web-based surveys to targeted markets. AL, SC,
23-3 Create and administer a marketing survey measuring targeted TS, AL, PI&M, Student X X X
areas such as satisfaction, etc. SC, BC, Services
23-4 Study student services and conduct surveys to identify ways to HS, TS, PI&M, Admissions, X X X
provide better “customer service.” AL, SC, Student Services,
BC, ACC Student Senate (and
24-1 Create list of traditional transfer classes to offer in an expanded HS, TS, Instruction X X X
Summer Semester; begin adding new classes to the Summer AL, SC
2006 class schedule.
25-1 Schedule more classes/sections to run during evenings and in All Instruction X X
condensed (e.g. one class a week, etc.) formats.
25-2 Coordinate program requirements with classes offered each All Instruction X X
25-3 Identify programs and classes with high concentrations of adult AL Instruction, PI&M X X
learners; schedule these classes during the evenings and at non-
26-1 Identify 5-10 new courses (general ed? leisure?) that could be HS, TS, Instruction X X X
offered in the evenings or at nontraditional times and formats. AL, BC,
26-2 Create a list of courses that could benefit from being offered in HS, TS, Instruction X X X
a condensed or weekend format. AL, BC,
ACC Marketing Plan 2.0 — page 15
26-3 Study human resources and financial implications of offering All Instruction, HR, X X X
more classes during the weekend, etc. Business Office
27-1 Expand number of Community Education courses by 25%; AL, SC Volunteer Center X X X
investigate taking courses off-site (church groups, Rec Center,
27-2 Make A.L.L. and Volunteer Center informational visits to AL, SC Volunteer Center X X X
Alpena Area Senior Citizens Council, Inc., Presque Isle County
Council on Aging, etc.
28-1 Support/promote Workforce Development initiatives. Al, BC, PI&M, Workforce X X X
29-1 Provide marketing, advertising, publications help and support HS, TS, PI&M X X X
to WCCT efforts. AL, SC,
30-1 Create a list of classes to “convert” to online format; solicit new HS, TS, Instruction X X X
online classes. AL, BC,
30-2 Reorganize the instructional development website management All Instruction X X X
position to support e-learning opportunities.
31-1 Purchase dual enrollment ads in local newspapers each HS PI&M X X X
31-2 Expand total dual enrollment offerings in outlying areas by one HS Instruction X X X
class each semester.
32-1 Create administrative director of admissions position. All Admissions X X X
32-2 Designate a support staff person to handle all admissions- ACC, HS, Admissions, X X X
related clerical activities. TS, AL, Student Affairs
32-3 Create/renovate an attractive and functional Admissions Office TS, HS, Facilities X X
physically integrated with the rest of Student Services. AL, SC
32-4 Acquire and implement an admissions module for the Datatel HS, TS, PI&M, MIS, X
system. AL, SC Admissions, Web
33-1 Create and distribute yearly travel/visit schedule with number HS, TS, Admissions X X X
of HS visits, major job fairs, college fairs, targeted programs, AL
tech centers, etc. Include list of participants for each visit.
ACC Marketing Plan 2.0 — page 16
33-2 Create list of on-campus promotional events (such as the Fall HS, TS, Admissions X X X
Open House); orchestrate at least one on-campus AL, SC,
recruiting/informational event each term. Invite campus-wide BC, ACC
33-3 Formalize a contact and follow-up plan for potential students. HS, TS, PI&M, Admissions X
34-1 Recruit faculty members from all departments to participate in HS, TS, Admissions, X X X
recruiting activities. AL, SC, Instruction
34-2 Recruit and educate 2-3 “ambassadors” to represent ACC HS, TS, Admissions, PI&M X X X
during on- and off-campus activities. AL, SC,
34-3 Train current students to be ambassadors. All Admissions, PI&M X X X
35-1 Create a list of local and regional employers interested in hiring TS, AL, Placement Office X X X
ACC grads; define which types of positions the employers are BC
likely to hire; create a process for promoting the job
opportunities to potential and current students; schedule regular
times (March? April?) for employers to interview potential
hires on campus.
35-2 Track graduate placement rates, incomes, etc. HS, TS, Placement X X X
35-3 Develop/maintain a list of internships available with HS, TS, Placement X X X
businesses/organizations; work with partners to create new AL, SC,
internship opportunities. BC, ACC
36-1 Define a set of statistics to be formally tracked with the Datatel All PI&M, MIS X X
system; contract with an outside vendor to create the reports.
36-2 Coordinate internal institutional information needs and usage; All MIS? X X X
designate an “information guru.”
36-3 Conduct ongoing Datatel and statistical research training All MIS X X X
37-1 Explore alternate pricing strategies (i.e. only two pricing tiers). HS, TS, Admissions, X X X
AL, BC Business Office,
ACC Marketing Plan 2.0 — page 17
37-2 Explore scholarships for Michigan, US and foreign students. All Admissions, X X X
37-3 Build on Service District Scholarship numbers by expanding HS Foundation, X X X
the program. Admissions, PI&M
ACC Marketing Plan 2.0 — page 18
VIII. Marketing Actions Priority Chart
1-2, 1-3, 2-1, 2-2, 2-3, 3-1, 4-1, 4-2, 4-3,
4-4, 4-8, 5-1, 5-2, 5-3, 8-1, 9-1, 10-1,
10-3, 11-1, 12-1, 12-4, 14-1, 15-1, 15-2,
15-3, 16-1, 17-1, 17-2, 17-3, 17-4, 18-1, (No unimportant items
Urgent 18-2, 18-3, 19-1, 19-2, 20-1, 21-1, 21-2, were included in the list!)
21-3, 21-4, 23-2, 26-1, 31-1, 31-2, 32-1,
32-2, 32,-3, 32-4, 33-1, 33-2, 33-3, 34-1,
1-1, 4-5, 4-6, 4-7, 6-1, 7-1, 7-2, 7-3, 9-2,
9-3, 10-2, 10-4, 11-2, 12-2, 12-3, 13-1,
14-2, 14-3, 16-2, 16-3, 19-3, 22-1, 22-2,
Not 23-1, 23-3, 23-4, 24-1, 25-1, 25-2, 25-3,
Urgent 26-2, 26-3, 27-1, 27-2, 28-1, 29-1, 30-1,
30-2, 32-5, 34-3, 35-1, 35-2, 35-3, 36-1,
36-2, 36-3, 37-1, 37-2
ACC Marketing Plan 2.0 — page 19
IX. Communication Strategies
Continue advertising in selected promotional vehicles — phone books, yearbooks,
newspapers, partner publications (Chamber newsletter, programs, etc.).
Use advertising, publications and media relations to reinforce “college of choice” message —
“The Value of ACC.”
Use advertising, publications and media relations to raise awareness of College services and
events (registrations, performing arts, etc.)
Pitch appropriate stories to area media to keep a positive image in the public eye and raise
awareness of target programs/initiatives.
Educate constituent groups so they can support the marketing plan and communication goals.
Ensure accurate, timely information is available to all interested parties.
Continue to print accurate, attractive publications and promotional pieces; create new pieces
to meet needs of the marketing plan and institutional needs.
Maintain positive relations with local media.
X. Marketing Tools
Branding — “Branding is a process of establishing and managing images (graphic identity),
perceptions, and associations that the consumer applies to the product, based on the values and
beliefs associated with the product.”
To date, the College’s brand has not been managed but is the result of the many interactions the
College and its employees have with the community. The marketing plan should address this
situation. The School of Choice theme has been suggested; a comprehensive communications
package — tentatively titled “The Value of an ACC Education” is being developed.
Implementation of the plan will begin in FY06; additional resources will be requested as part of
the marketing plan for FY07 and beyond.
Product — ACC’s product is education. This product can be defined/delivered in a variety of
ways — such as credit classes, non-credit classes, community education, professional and
workforce development, etc. — and delivered in a variety of ways. Education can be a vehicle
for students to achieve their career and life goals, a way to keep mentally and physically active,
an avenue for social interaction, etc. One of ACC’s challenges is to develop ways to deliver the
product to a variety of markets and meet a variety of needs.
Pricing — “Pricing is the monetary value of your product(s) or service(s) to your target market.
For retailers, pricing involves an overall pricing approach for the establishment or chain, as
well as setting prices for each individual item. For service firms, there are fees and rates and the
application of each in a given transaction. For most business types, there also exist instances of
competitive bidding and negotiation, which are components of prices.”
As mentioned elsewhere in the business review and the marketing plan, we will gather the
pricing information of our main competitors and assess our target markets to clarify our pricing
options. A perceived challenge is ACC’s pricing for out of district students. Currently the
operating philosophy of the College is to keep tuition and fees as low as possible through prudent
fiscal management to make sure we don’t price students out of our services; for FY05, ACC
ranked third highest in tuition rates among Michigan community colleges. ACC’s cost to out-of-
district students is higher than what students would pay at their “home community college.” On
ACC Marketing Plan 2.0 — page 20
the non-credit side, we do vary our pricing based on factors such as grants, the services offered
(for example, Blockmakers classes) and what the market wants/is willing to pay.
Distribution — Distribution is “…the transmission of goods and services from the producer or
seller to the user. By this definition we mean the method through which the target market user
receives the product from the producer.”
For ACC, distribution encompasses the Alpena and HUSH campuses and services (including the
MBUC), classes and services at off-site locations (including dual enrollment and workforce
development), and online classes. In general, this marketing plan is exploring ways to distribute
classes and services beyond the physical ACC campuses. Dual enrollment and the HUSH
campus have the most potential for growth. There is also growth potential for in-district students.
The marketing plan suggests several objectives for increasing the College’s presence in these
Personal Selling — Personal selling/service “…involves all functions related to selling,
operations, and service in the store, office, or other environments, such as door-to-door
solicitation, in-home selling, and telemarketing. This includes hiring and managing sales
personnel, stocking inventory, and preparing the product for sale, as well as the presentation
and maintenance of the facility. For business-to-business and consumer goods firms, personal
selling relates to the manufacturers’ selling and servicing of its products to the trade and/or
intermediate markets (various buyers of the product within the distribution channel from the
original producer to the ultimate user).”
For ACC, personal selling includes admissions and recruiting function as well as the
communications function. The admissions technician is the primary salesperson for the
institution. To a lesser extent, all employees are salespeople. The marketing plan supports and
increases the admissions effort to enable more person-to-person interaction both on-campus and
in outlying areas.
Promotion — “Promotion provides added incentive, encouraging the target market to perform
some incremental behavior. The incremental behavior results in either increased short-term
sales and/or an association with the product (e.g., product usage or an event-oriented
The marketing plan lists several tasks related to increasing available incentives. The underlying
goals are to: motivate school counselors to recommend ACC to more of their higher-ed bound
students; encourage more students to consider higher ed through ACC; define ACC’s brand; and
provide more leads for the Admissions Office to pursue. These promotional items will be used to
increase ACC’s presence in outlying areas (both inside and outside the service district), including
attending job fairs and other events.
ACC Marketing Plan 2.0 — page 21
XI. Marketing Plan Budget and Calendar
Copy of updated Admissions and PI Office promotions budget lines. (Include breakdown of
spending between Alpena and HUSH campuses.)
Copy of registration-related advertising schedule (need to create).
Copy of publications schedule (need to create).
Copy of Admissions Visit Schedule (need to create).
Marketing Plan implementation schedule.
XII. Data Collection
Headcount (duplicated, unduplicated), credit hours and contact hours (paid and total) by
Non-credit headcount and credit hours chart.
Tuition & fees for competitor institutions (CCs, public and private 4-year institutions).
Demographics for all district school systems.
All stat sheet items.
Demographics for Alpena, Presque Isle, Alcona, Iosco, and Montmorency counties.
Chart of student population by program.
Chart of student population by home town.
Online class offerings list.
Dual enrollment class offerings list.
Regular opinion surveys and focus groups.
II. Office of Public Information & Marketing Goals
1. Project and enhance the perception of the College’s value as a vital resource for education
and community development in Northeast Lower Michigan through a diverse selection of
media and promotional opportunities.
2. Remember and use the Seven Ps — Product, Place, Price and Promotion, Physical
Environment, People, and Process — when devising marketing/communications programs.
3. In advertising, emphasize the *value* of higher education, explain why higher education is
important, and encourage students of all ages to take higher ed courses.
4. Collect and use data from the student information system and the Admissions Office.
5. Develop new markets for ACC services.
ACC Marketing Plan 2.0 — page 22