Sacramento Spring 2017: Degree Completion Program Marketing Channels Overview Objective: Create awareness and enrollment for the Organizational Behavior (OrgB) degree completion program in the Sacramento area. The University of the Pacific’s degree completion programs will be expanded to the Sacramento area with a new cohort starting spring 2016. The target market is defined as adult learners with the need to complete their baccalaureate in a timely manner. Group demographics: 1) 35-50 years old 2) Associate degree or some college (60 or more accredited academic units completed) 3) Living in the Sacramento county area or 25 miles radius from the Pacific Sacramento campus The tactics within the marketing strategy are intended to develop leads …show more content…
The selected target audience can nearly effortless submit their contact info and interest in the program creating higher quality leads. Facebook Leads will integrate with a CRM to update leads in real-time in order to take immediate action. This marketing channel is already in place, and it generates about 30-40 leads a month. The current average current investment ranges $1,000 – $1,500. Google Adwords Express: Google AdWords Express is an advertising product that automatically manages online ads, without the need for daily management or tasks. AdWords Express helps prospect students find information about the degree completion program through ads on Google search or Google Maps. This marketing channel is already in place, and it generates about 190-350 clicks/month. The current average current investment is set to$600. Pandora Advertising Pandora advertising allows to reach the desired target audience only when they are listening. Ads are delivered in between songs accompanied by a clickable visual to increase engagement. Pandora Advertising created a proposal to promote the OrgB program in the Sacramento area. The following describes the formal Pandora proposal to advertise the program within the intended target