Integrated Marketing and Communications Plan
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LONE STAR COLLEGE-TOMBALL Integrated Marketing and Communications Plan 21 22
TABLE OF CONTENTS 01 09 Introduction Digital Communications 03 11 Internal Communication Graphic Design 05 12 External Communication Photography 07 13 Media Relations Registration Planning
Page 1
INTRODUCTION
In order to sustain Lone Star College-Tomball's success and longevity, there is a need for a
strong marketing plan to capture the market share of specific student profiles. The purpose of this
document is to provide a marketing plan that fulfills the needs of the institution and supports its
goals during the 2021-2022 academic year.
Therefore, this strategic marketing plan and the preliminary expense forecast outlines, in detail,
the exact media mix and schedules that will occur. The benefits of such a plan include the
efficient use of resources and the ability to identify the means of obtaining higher prospective
student leads, which aid in increased enrollments.
"The benefits of such a
plan include the efficient
use of resources..."
Communication 1 Internal 2 External 3 Media Relations 4 Digital/Social Media
INTERNAL Page 3
COMMUNICATION
STRATEGY/TARGET MESSAGE FREQUENCY EVALUATION NOTES
COVID-related Timely updates on Daily, weekly Employee feedback, The college relations team will disseminate
Updates and COVID-19 and as appropriate email responses emails/signage to maintain the flow of
Signage/Employees campus/student return to communication to internal stakeholders.
campus as directed by the
president/leadership
team.
Connecting the Pack Announcements/ Weekly Employee feedback The document is emailed each Monday
email/LSC-Tomball Important Events morning and provides employees with
employees that week’s important announcements and
scheduled events.
Timberwolf Announcements/Campus Weekly Anecdotal evaluation This one-sheet, color digest hangs in the
Times/LSC-Tomball Events/Registration of attendance at bathroom stalls and lets students know about
important announcements and how they can
Students student events find out what’s going on on campus. They are
submitted to facilities and changed out each
Thursday evening for the following week.
On Campus Digital Announcements; As they arise Number of posts Three different types of digital sign exist on
Signage/All Campus Forthcoming Events; or expire campus and display similar information:
Constituents Class promotion horizontal DMS screens, vertical ViewSonic
screens, and Wayfinding screens on the walls
Web Calendar of All events As they are N/A All departments are encouraged to enter
Events/Employees, occurring on the entered their events into the Web calendar tool. Any
students, community LSC-Tomball user can create an account and do this. We
constituents campus use this as a central location for all events
and the source of content for publications
such as Connecting the Pack.
INTERNAL Page 4
COMMUNICATION
STRATEGY/TARGET MESSAGE FREQUENCY EVALUATION NOTES
Foundation Board Four highlights from the Quaterly N/A Each college submits a quarterly report to the
Report/LSC previous quarter Foundation board highlighting recent events,
Foundation Board achievements, news on campus. The report
consists of a summary paragraph
accompanied by a photograph.
Monthly Reports to the Report highlighting Monthly N/A This office will soon begin drafting a
Chancellor/LSC events, successes, monthly general report on behalf of the
Chancellor and news from LSC- college President to keep the chancellor
Tomball apprised of campus news and activity.
EXTERNAL Page 5
COMMUNICATION
STRATEGY/TARGET MESSAGE FREQUENCY EVALUATION NOTES
LSC-Tomball Campus information of Fall 2021 We will use a special A need from our Outreach department has
Viewbook/ every sort highlighting the marketing URL in the arisen for new printed collateral material.
Prospective benefits of being a piece to determine Given the work and design that went into the
Students member of the Wolfpack how much unique college guides provided to recent vice-
Web traffic it is presidential candidates, we are leveraging that
driving to our site. effort into a new viewbook/printed piece.
Some substantive content changes will have to
be made moving the piece away from an
employee recruitment tool into a prospective
student recruitment tool, but the nuts and bolts
of the guide are there.
The Call of the Highlights from the May/June We will investigate this
Timberwolf/All College previous quarter that August/September year the possibility of
Stakeholders and align with the January/February tracking visits and clicks
Community Partners college’s four values. through AnyFlip.
Roadside Monument Top-level college As news/events N/A This is a new outlet for messaging that may
Sign/Drivers-by messaging and occur/approach take some experimentation to break in. It is
very different than the previous roadside sign
announcements (a we had, so we’ll be starting from scratch in
meeting will be held once terms of learning the software and what might
the sign is erected to be effective display.
determine what warrants
placement here)EXTERNAL Page 6
COMMUNICATION
STRATEGY/TARGET MESSAGE FREQUENCY EVALUATION NOTES
University Parents are told about Late March In the past, we have The letter is sent right after Spring Break,
Student Letter/ Tomball summer offerings 2022 been able to obtain when, presumably the students had just been
Families of and reminded that their the mailing list from home with their parents and when mom and
Prospective student could get ahead in the vendor and cross dad are now thinking ahead to their child’s
Students their studies for less reference names and summer.
money by taking summer addresses with
courses with us. summer transient
enrollees. We would
hope to continue this.
Recent Graduate Students are invited Late May 2022 A cross reference could be The mailing also includes a two-sided, full-
Letter/Seniors at to consider LSC- done using this addressee color flyer. One side features academic
incentives for attending, such as PTK and
Service Area High Tomball as their list and Fall enrollees. Honors; the other features images of our
Schools choice in the Fall. vibrant student life.
Thank View Videos/ Varies As needed Number of views and Overview: Emailed and texted videos recorded
Donors, Prospective clickthroughs by LSC-Tomball administrators delivering key
messaging to various constituencies
and Current
Students Notes: While initially obtained as a tool with
which to communicate with donors, we’ve
found this to also be an effective way to reach
recent area current students, high school
graduates, and other prospective populations.MEDIA Page 7
RELATIONS
STRATEGY/TARGET MESSAGE FREQUENCY EVALUATION NOTES
News Releases/ Campus announcements— Weekly Number of press We hope to ramp up our media release output
Houston Programs, services and releases distributed this year, averaging one per week. We will
Chronicle events and printed. also work to actively cultivate relationships
with local reporters in an effort to improve our
Community placement rates.
Impact
The Waller
Times
College Liaison/ Presidential interviews, As Needed Establish/solidify the N/A
Houston Chronicle college program college’s reputation within
queries, news, and the community.
Community Impact community eventsDIGITAL COMMUNICATIONS/ Page 8
SOCIAL MEDIA
STRATEGY/TARGET MESSAGE FREQUENCY EVALUATION NOTES
Maintain LSC- As appropriate Number of Update website as necessary
Tomball Web site/ to keep electronic hits
Internal and External information
Stakeholders current
Curate scheduled and often uniquely
Manage Social Media Immediate Daily User/Follower
designed content to suit the goings-on at any
Channels/Internal and information utilizing engagement
given time of year, to provide inspirational
External Stakeholders social media
messaging, or to promote discrete courses,
platforms
programs, or events that may require it.
Cultivate Digital Registration As Needed Enrollment Data One of our College Relations ACEs this year
Partnerships/Cultivate will be to improve our digital online
partnerships. We will do an audit of the
Digital Partnerships community partner social channels we
currently follow, begin to follow more,
conscientiously share and comment more on
this posts as a college and we hold this will
result in reciprocated engagement from our
partners such as the ISDs, the Chamber, the
TEDC, etc.
Walk and Talk Student Each Student N/A Digital Engagement Following the success of the production by
Success Videos/ Services Department Multimedia Services of a Transfer Center Walk
Prospective and and Talk video, we have partner with MMS to
organize the production of several more of these,
Current Students
profiling each Student Services Department. We
hope to complete four this academic year and
will begin with the Bursar’s Office and
Admissions in the Fall.DIGITAL COMMUNICATIONS/ Page 9
SOCIAL MEDIA
STRATEGY/TARGET MESSAGE FREQUENCY EVALUATION NOTES
LSC-Tomball Various aspects of LSC- We hope to Digital Engagment Our office will produce a Podcast with the
Experienced Tomball life prepare four following descriptor: Lone Star College-
Podcast/Potential this fall. Tomball is a special place. The LSC-
universal appeal Tomball Experience is a podcast meant to
capture the unique, invigorating energy of
life on our campus and share it with the
world. Through fascinating mini-lectures,
intimate personal stories, and colorful
conversations, we’ll give listeners a
glimpse into life inside our wolfpack. Be
prepared to experience extraordinary.
Timberwolf Various resources Weekly Digital Engagement/ This Instagram Live series is now in its third
Talks/Current and offered to students Attendance season. Host by digital coordinator Nicole
Prospective Students McGathon talks each week with
representatives from all walks of LSC-Tomball
life, asking questions students might ask and
take questions from viewers.Creative Services
1 Graphic Design
2 Printing
3 PhotographyPage 11
GRAPHIC DESIGN
STRATEGY/TARGET MESSAGE FREQUENCY EVALUATION NOTES
Fliers, Signs, and Announcements/Campus Daily, weekly N/A The Creative Services team creates, print
Banner Events/Registration as appropriate and install campus signage
Prints/Campus
Community
Class Promotions/ Promote specific As requested Class enrollments These creative pieces promote specific
LSC-Tomball Students classes for classes and are requested by the
registration professor.
Late Start Promotion Registration See Registration Enrollment Data Late Start registration materials to be used for
Promotion direct mail, social media, ads, signs, and
banners.
Schedule
Spring/Summer Registration See Registration Enrollment Data Spring/Summer registration materials to be used
Registration Promotion for direct mail, social media, ads, signs, and
Schedule banners.
Registration See Enrollment Data Fall registration materials to be used for
Fall Registration
Registration direct mail, social media, ads, signs, and
Promotion banners.
SchedulePage 12
PHOTOGRAPHY
STRATEGY/TARGET MESSAGE FREQUENCY EVALUATION NOTES
Photography for N/A As Requested N/A Campus constitutents can request
campus events photography services for their campus
events
Stock Photos Stock Photos for use As requested N/A Creative Services organizes a yearly
in campus photoshoot with current students for
promotions promotional materials
Employee Photos Headshots As Requested N/A Creative Services collaborates with HR to take
headshots of each
Spring/Summer Registration Enrollment Data
RegistrationRegistration Marketing Plan 1 Schedule 2 Budget 3 Segmentation
REGISTRATION MARKETING Page 13
SCHEDULE
VENDOR/PLATFORM DETAILS TASK OWNER DEPLOYMENT DATE
PRINT (PAID)
Community Impact Spring 2022 Registration Donielle Miller 11/01/2021
and High School Partnerships
Community Impact Summer 2022 Donielle Miller 03/01/2021
and High School Partnerships
PRINT (ON-CAMPUS)
Light Pole Boxes Spring 2022 Registration Donielle Miller 10/11/2021
Campus Posters and Banners Spring Registration begins Donielle Miller 09/27/2021
Campus Posters and Banners Spring Registration is goin on now Donielle Miller 10/11/2021
Campus Posters and Banners Summer Registration begins Donielle Miller 02/21/2022
Campus Posters and Banners Summer Registration is goin on now Donielle Miller 03/07/2022
DIGITAL PAID
Facebook/Instagram/Audience Network SP 22 Registration Begins… Donielle Miller 09/27/2021
Facebook/Instagram/Audience Network SP 22 Registration is going on now.. Donielle Miller 10/11/2021
Facebook/Instagram/Audience Network SUM 22 Registration Begins… Donielle Miller 02/21/2022
Facebook/Instagram/Audience Network SUM 22 Registration is going on now Donielle Miller 03/07/2022
Snap Chat SP 22 General Campaign Donielle Miller 10/15/2021
Snap Chat SUM 22 General Campaign Donielle Miller 03/11/2022
Cidewalk-GeoFencing Register Now Donielle Miller Continuous
CMAPS-Waze General Donielle Miller Continuous
VNN Sports High School Athletic Websites and Donielle Miller Continuous
retargeting
Hearst Communications - Paid Emails Choose Tomball Donielle Miller ContinuousSEGMENTATION
HIGH
ACT CURRENT UNIVERSITY
SCHOOL
LISTS
LISTS STUDENTS STUDENTS
PARENTS NEW SOME PURCHASED
WITH KIDS CAREER COLLEGE CONTACT
18-24 SEEKERS NO DEGREE LISTSREGISTRATION BUDGET - YEARLY
HIGH SCHOOL DIGITAL
EXTERNAL PRINT ADVERTISING
PRINT
$10,000 $22,000
$7,000
EXTERNAL DIGITAL ON-CAMPUS
MAILINGS
CONTRACTS ADVERTISNG
$5,000
$8,500 $10,000You can also read
