CPIT’s Marketing CPIT’s Marketing division has responsibility for marketing, public relations, sponsorship, internal and external communications and profiling CPIT to future prospective students, their influencers and surrounding communities. In a constantly changing business environment the marketing team is challenged to ensure CPIT remains competitive with innovative multi-channel campaigns and effective stakeholder communications and events. CPIT’s marketing advisors are responsible for the development, project management and implementation of strategic, targeted marketing campaigns and solutions to profile, promote and recruit to specific CPIT areas of need. There are 9 different departments within CPIT, each specialising in different areas of study with, in total, around 50 different subject areas across the institute. There are four Marketing Advisors that look after the Marketing for these areas. To effectively promote all of these areas to potential students and other stakeholders, we need to have well-rounded knowledge about the subject areas, the industry they operate in and the students that are attracted to studying it. Some of the information we require already exists, however there are gaps in our knowledge which we would like to address with this proposal. This proposal is for two student interns to create a research project that addresses the gaps in our knowledge and develop systems to continue to build our knowledge base. Introduction Our objective for this project is to research target markets, stakeholders, salary and job prospects, local and national trends, competitors, government initiatives for a range of CPIT subjects. Once we have carried out the research and collated the results, this will then inform our decisions around the type of marketing we do, channels we use and the messaging that is found in our collateral and websites. There are times where we need to market to as wide a target group as possible (with things such as the home page or general enrolment section of our website) so it will be good to have as much information backing our decisions as possible. We can also hold a few lunch time sessions to present the results and findings back to the students and any interested staff that were part of it or interested in the outcomes. What we want to know Target Markets End goal: We want to understand our student populations: €¢ Motivators €¢ Expectations €¢ Beliefs €¢ Lifestyles €¢ Likes and dislikes We want to understand our general populations: €¢ Motivators €¢ Expectations €¢ Beliefs €¢ Likes and dislikes €¢ Lifestyles €¢ Age €¢ Location €¢ Occupation How: Also, please note the language used when collecting results Motivators: We want to know what exactly it is that drive our target market to do something. Is it seeing it somewhere, a friend telling them about it, €œIt€„¢s easy€ etc. or emotional motivators like the fear of missing out or a desire to be seen as independent. Expectations: We want to know what a CPIT’s students expectations are in relation to study and also specifically to CPIT. The same is for current students as well in terms of their expectations before they went into study at CPIT and how this changed now that they are a student of ours Beliefs: We want to find out more about our target markets beliefs. These aren€„¢t beliefs in terms of religion or underlying values but more in terms of stigmas and predispositions toward CPIT and studying in general. Lifestyles: We want to understand the lifestyles of our target market in terms of what they do, where they hang out, what they enjoy and any hobbies or interests they might have Likes and dislikes: We want to understand what our target market like and find cool as well as what they dislike and what annoys them. The questions would need to be framed so that this would encompass some everyday things as well as more study related or process related things. Face to face information gathering Who: We want to target a cross section of the student population and general population making sure we include all of these age groups: €¢ Under 18 €¢ 18-25 €¢ 25-45 €¢ 45+ Stakeholders End goal: We want to have a good understanding of what industries CPIT graduates go into and therefore identify key industry partners. We also want to create a profile of what employers expect of CPIT graduates. How: Who are the key employers of CPIT graduates? Profile What do employers look for ina graduate vs. someone with no qualifications? What extra is expected of a graduate? How much weight is given to where a graduate has studied? (For example polytechvs uni) Why wouldn’t an employer hire a graduate “ in particular a CPIT graduate? What would make an employer hire a CPIT graduate? What would make an employer hire a CPIT graduate who had completed an internship with them? Internet search and face to face information gathering Who: Industries related to CPIT subject areas. Career Prospects End goal: We want to create career profiles from within the industries identified in the stakeholder section. How: From the industries identified in the stakeholder section, we want to look at: What careers exist and then for each one: Salary range Benefits (memberships etc) Skills and knowledge required Tasks that could be completed as part of the job Job prospects (i.e. What industries need staff and where there is no demand for graduates) Local and national trends in the industry Internet search with the possibility of face to face information gathering where required Who: Industry Competitors End goal: Identify CPIT’s direct competitors across the different subject areas How: Who are they? What are their subject offerings? What benefits or incentives do they offer potential students? Internet search Who: Education provides in New Zealand Government Initiatives End goal: We want an understanding of the government initiatives that may impact on CPIT. How: What government initiatives may impact on departments within CPIT, for example the STEM initiative (Science, Technology, Engineering and Maths) which puts a focus on getting more students to study in these areas. This task could be completed by an internet search and be done by each subject area. Who: Government Subject areas: €¢ Applied Science and Allied Health: o Medical Imaging o Midwifery o Animal Science o Science €¢ Performing Arts: o Musical Arts o Performing Arts €¢ Nursing: o Nursing o Human Services €¢ Outdoor Education €¢ Languages: o Japanese o Chinese €¢ Maori and Pasifika Studies €¢ Teacher and Adult Education €¢ Engineering €¢ Business: o Business o Online Business Studies o Business Administration €¢ Broadcasting €¢ Art and Design: o Photography o Fashion o Art and Design €¢ Architecture €¢ Computing/ICT €¢ Food, Hospitality and Travel: o Hospitality o Chefing o Travel €¢ English Language €¢ Trades: o Construction o Electrical and Plumbing o Engineering o Automotive and Autobody Potential Resources Here is a gap analysis including the resources that we currently have and where we can find them. Target Market Student Management System demographics Tribal Powerpivots (in advisors folder in S Drive S/DM/Marketing/1AMarketing/Reporting/Department Demographics) NZQA Secondary School subject data Request from NZQA (website possibly) Statistics NZ www.stats.govt.nz Education Counts website www.educationcounts.govtt.nz Stakeholders CareerHub Employers list CareerHub (can be linked to off the CPIT website) Industry Expo Invite list S Drive (S/DM/Marketing/1AMarketing/Liaison/Events/Open Days/12 Sep/Industry) CPIT employers survey 2011 By email Careers Careers NZ Website www.careers.govt.nz or (www.careers.govt.nz/how-to-get-a-job/job-vacancy- and-recruitment-websites/?utm_source=ne wzealandnow.govt.nz&utm_medium=referral) Job Search websites www.seek.co.nz www.trademe.co.nz www.sjs.co.nz www.gradconnection.co.nz Occupation Outlook www.dol.govt.nz/publications/lmr/occupational-outlook/index.asp CareerHub Can be accessed through the link on the CPIT website (www.cpit.ac.nz) Moving on up report Marketing Advisors Office Vocational Pathways Reports Marketing Advisors Office Competitors NZQA Tertiary Providers list www.nzqa.govt.nz/providers/index.do Marketing Reports S Drive (S/DM/Marketing Dropbox/Information Sharing) Government Initiatives Infoweb Youth Strategy, STEM (access through Marketing Advisors) Media Monitors www.isentia.com (access through Claire Ellena) Ministry of Education Education Initiatives www.minedu.govt.nz/theministry/educationinitiatives.aspx www.minedu.govt.nz/NZEducation/EducationPolicies/Schools/Initiatives.aspx