Marketing: Advertising and Promotion Essay Example

for long periods of time. They provide facilities such as classrooms, a cafeteria, a library, a sports center, and boarding accommodations for both students and faculty. Their goal is to establish an atmosphere where students can excel academically while feeling comfortable and enjoying their time at school.

To fundraise for the Academy's initiatives, the Foundations team plans to seek donations from various sources such as private citizens, corporations, local business owners, and other foundations with similar missions (Michigan School for the Blind). Retrieved January 21, 2013 from: http://tiny.C/ hovers Follow PAP style to cite this image.Please refer to A Writer's Resource for helpful information.

Currently, The Academy focuses on providing STEM education to first-generation low-income and disabled students from diverse backgrounds in Lansing.The Academy's marketing efforts target a diverse audience, including potential educators. These educators will serve as mentors and coaches for students. Due to the high-risk nature of the population served, the current marketing strategy includes print media, social media, TV advertising, and personal outreach. The Academy follows the traditional UP methodology but also prioritizes people, programming, packaging, and partnerships. Additionally, this section reviews The New Horizons Preparatory Academy's MIMIC approach to STEM academics. STEM programs in the U.S. have grown due to declining global rankings in these fields. The Academy offers various products: 1) Academics program focusing on STEM education with a traditional curriculum foundation; 2) Educators marketing strategy showcasing their education, skills, diversity, and commitment; 3) Mentoring program providing guidance and support to ensure student success.The Boarding School concept highlights the positive aspects of community and belonging within a larger student body for parents considering sending their children away for education, while acknowledging potential

drawbacks such as prolonged separation from families. Our main focus in marketing efforts is to promote the Academy's services of round-the-clock care, comprehensive education, community engagement, and self-commitment. This aspect, known as Inclusive Education, is crucial in meeting the increasing demand for quality STEM education while addressing various stakeholders' concerns and interests. The Academy stands out by prioritizing the development of each student as a whole being, aligning with Siena Heights University's mission to provide holistic education. Our emphasis on inclusive education differentiates us from other institutions offering STEM programs and schools in the U.S.
The Academy's uniqueness lies in its partnerships with corporate, educational, governmental, and non-profit entities. These partnerships provide students with an unparalleled education and access compared to other schools in Michigan. The future goal is national expansion. Emphasizing state-of-the-art facilities showcases our commitment to providing a world-class education and resources that promote lifelong learning. Safety is also a top priority at The Academy with plans for a comprehensive safety plan for both students and faculty members.The Academy distinguishes itself by focusing on community improvement and meeting community needs. It prioritizes dedication from its students, faculty, and institutions. The New Horizons Preparatory Academy strives to outperform local, statewide, national, and global schools in terms of student quality, educators, facilities, community involvement, partnerships curriculum,and reputation. Another goal for the academy is to instill an understanding of and participation in community service through various initiatives. So why choose The New Horizons Preparatory Academy? Here are the steps for parents to recognize our value: 1) Recognize the increasing demand for high-quality education in the U.S., which is driven by overcrowded schools, reduced public school budgets, and

low attrition rates among certain grade students within our target market segment (FIG,L', DAD). These factors have led parents to seek better alternatives for their children's education as public schools face challenges like overcrowding and safety concerns that hinder learning. Parents now have the opportunity to explore alternative options that ensure their children receive a quality education preparing them for future success. According to the State of Michigan School Data Dashboard & School Report Card (State of Michigan, 2012), over 69.1% of students in Lansing receive free or reduced lunch, indicating a higher likelihood of being FIG and Al students.
Our objective is to effectively engage parents and students in comprehending The Academy's mission and services through an inclusive MIMIC plan. This plan incorporates various communication channels such as print, mass media, TV, social media, and personal outreach initiatives.

Due to challenges like overcrowding and budget cuts faced by public schools, parents are seeking alternative educational options for their children. Charter and Magnet schools often have limited funding based on student enrollment and private donations, resulting in budgetary constraints. Unlike public schools, most alternative options lack dedicated teams focused on raising funds or soliciting donations.

However, religious-based and private schools offer excellent alternatives by addressing overcrowding while delivering quality education. At The New Horizons Preparatory Academy, our services receive financial support from students, parents, faculty members, corporate partners, and community partners who believe that we surpass public schools in terms of product/service offered.

In order to attend our private boarding school without income-eligible scholarships or grants, students must pay tuition fees. Students, parents, and faculty all recognize the crucial roles they play in the success and future of the

school. Faculty members serve as mentors, life coaches,and academic facilitators.Parents contribute financially by dedicating their time, skills, and expertise to tasks such as classroom or meal supervision, guest speaking, cooking special treats in the cafeteria or laundering clothes. We welcome various ways for parents to contribute to their children's success, the institution's progress, and the local community. Additionally post-purchase evaluation ensures that all stakeholders feel confident in their decision to choose our school. Engaging parents and partners in daily life at the institution is one of our top priorities for shaping its future.

We choose to collaborate with other local primary schools rather than seeing them as competitors because we believe in supporting the success of all students together. C.W. Otto Middle School, one of our competitors for this report assignment, serves approximately 800 students in grades 6-8. You can access a comprehensive report on the outcomes of Otto Middle School by visiting: towpath.Landholdings.Et/files/_Twos_/3d7454b974d0d6e5374I49013852ec4Otto_AEAREpdPDF.

Like most schools, C.W. Otto Middle School does not actively advertise for student enrollment. Typically, schools are located in specific areas within cities and students living in those districts are assigned to the nearest school to their homes. As a result, primary schools generally do not have a budget allocated for promoting their services.School districts have recently started using social networking sites to promote their schools and showcase students' accomplishments. C.W. Otto Middle School focuses on helping students make continuous progress towards grade objectives, nurturing talents and skills, cultivating ideas and interests, and acquiring crucial social skills for academic success. Mid-Michigan Leadership Academy caters to K-8th grade students (as of the 2010-2011 academic year). The Sheridan Road School staff emphasizes their commitment to

teaching academic and social skills for students' community readiness through a student-centered learning approach. They guarantee academic achievement by applying traditional classroom knowledge to real-world scenarios. A comprehensive report on student outcomes can be accessed at this link: http://www.The HTML tools message. These schools have advantageous geographic locations with larger populations of children, making them a prudent choice for opening schools in areas with high concentrations of children. However, these schools experience lower enrollment possibly due to the district's "school of choice" policy which allows parents to opt for a different school outside their vicinity.Despite facing challenges such as limited funding allocation and the risk of closure due to lower enrollment, there are also benefits to be found. These include a lower student-to-teacher ratio which allows for more individual attention. To address funding concerns and ensure high enrollment, the New Horizons Preparatory Academy has adopted a private boarding school model while striving to maintain a low student-to-teacher ratio.

Our IMC plan for New Horizons Preparatory Academy is heavily influenced by our decision to focus on segmentation, targeting, and positioning within our target market. We specifically aim to target demographic and socioeconomic segments such as FG, L', DAFIG, and pDADchograpcryptographic individuals who have an interest in programming, packaging, and partnerships.

The main objective of our campaign is to increase brand awareness and establish a strong position for our institution through personalized attention. To achieve this goal, we will employ a PR recruitment team that will showcase the services, faculty, and advantages of our institution during open information nights at local schools, community centers, and churches. Additionally, the team will gather demographic data in order to develop tailored

recruitment strategies for potential parents.

In addition to traditional methods of promotion, we will also utilize social media platforms as an effective way to reach our target audience.We are requesting that 5% of the proposed 2019-2020 AY budget of $15 million dollars be allocated towards advertising, promotion, and recruitment efforts. This amounts to $750,000 which will be used for advertisements in publications such as the Michigan Education Association magazine and the National Education Association magazine. As part of our marketing strategy, we plan on running TV commercials in competing markets. Additionally, a dedicated full-time team will handle social media management and public relations tasks.

Section Three of the Integrated Marketing Communication Mix focuses on advertising to raise awareness of the school's services and mission, exhibit facilities, recruit faculty, secure donors, and attract student admissions. The target audience includes students, parents, community members, financial donors, qualified faculty,and other educators.

To implement this strategy,a 6-9 month TV/Radio campaign will start after Labor Day before the school year begins.Face-to-face recruitment of qualified faculty and educational administrators will occur 12-18 months prior to the start of school.Social media will also play a long-term role in advertising by connecting with other educational institutions, educators,parent,sand students.This allows more stakeholders to contribute to the development of the school before its launch while serving as an ongoing tool for continuous improvement.The school will utilize various communication tools and media, including television ads, radios, newspapers, social media platforms, word-of-mouth referrals, educational magazines and periodicals, and an interactive website. The main focus of these efforts will be on public relations initiatives to inform and educate stakeholders about the exceptional services, outstanding faculty, and effective curriculum offered by the

school. The PR Officer will provide training to faculty members on how to present a positive image of both the school itself and its students.

In addition to these efforts, the school will organize annual education fairs as part of its integrated marketing communications plan. These fairs aim to give stakeholders a firsthand experience of daily life at the school by allowing them to tour the sports complex, dorms, and classrooms. Participants can engage in games, interact with displays in classrooms, enjoy food, and even choose to stay overnight in student housing (dorms) for a complete immersion into the daily routine of classes.

The target audience for this communication includes educators and institutions from other states and international institutions as well as all previously mentioned stakeholders. This ongoing communication effort serves general public relations purposes as well as special presentations at educational conferences.In addition, annual communication will be held specifically for fairs that coincide with the annual admission process from March to May. These events and initiatives will be disseminated through various tools and media outlets such as TV, newspapers, internet platforms, radio stations, conference presentations, educational magazines, websites, and social media channels. The purpose of cause marketing initiatives, corporate sponsoring efforts, and events underwriting is two-fold. Firstly, it aims to increase financial donations allocated towards state-of-the-art technology equipment for student education. Secondly, it aims to enhance the school's visibility by forming partnerships with charitable organizations/causes and promoting the services, mission, and achievements of both students and the school. Community members profit/non-profit organizations, independent financiers,and charitable organizations/foundations are the intended audience for these communications. Consistent communication is crucial as New Horizons Preparatory Academy is a private boarding

school that does not receive the same federal funding as public schools.