Am I on the Right Track?
So we have just a few days left of class and it is passed time to start thinking about what we will be writing in our final paper and presentation. I have decided that I am definitely going to concentrate on the ACE program. However, I feel that I need to choose a focus. And maybe changing my focus isn't the best way to put it. I feel like in the last two blogs based on the comments that I received is that I need to tighten things up. So that is what I am going to do. Maybe instead of changing focuses I will get focused.
"The College of Possibilities in Your Neighborhood.", is the slogan for the College Program. I think I will take this and really zoom in on it. Where do we see the slogan? Who specifically is the slogan geared toward? Why did they choose this particular slogan? I think by concentration on the slogan and what it is saying or trying to say will help me stay on track for the paper and presentation. I think be in the last two blogs I wasn't really looking on what that mean, the slogan?
The ACE Program is targeting a specific group of people. Who are these people? Well lets go back to the slogan, "The College of Possibilities in your neighborhood". So the first thing that I think of is that the people that we are trying to attracted are people who live close to the school. Then I see that we are looking for people who are hopeful. This slogan give me a hopeful feel. So people who are looking for more or who need more to survive. Maybe people who don't have to many other options?. Maybe people who have tired other things and it just didn't work We aren't really trying to attacked young kids who have the opportunity to go to several colleges. I think , "...in your neighborhood also suggest that the people we are looking to attend the college program are busy, so coming to the school is convenient. Identifying the target market is probably the most clear execution of anything that the college program has done. They found their niche with who that want in the program.
Based on the comments made it seems as though i at least have an idea of what is expect. So I am going to take the comments that I got and will get and apply them to focusing on what the slogan is saying. I hope I am on the right track!
M.Turp
Sunday, November 25, 2012
Wednesday, November 14, 2012
ACE in the Media
As I stated in my last blog the parent company to the ACE program sees little benefit to spending money on advertising. Thus for site coordinators such as myself advertising must be creative and cheap.
The media outlet that we utilize most is print. We have flyers and brochures everywhere. It makes it easy to catch the attention of our target market. We place flyers at "Bodegas" and other small stores that we know people in the community frequent. Its difficult to miss our flyer if we post it on the counter where people pay for their goodies. Another reason my we find success in using print is that the community that we are trying to reach isn't as technical savvy as other communities. So print make it easy for them to get the information that we are trying to convey and put it in their hands.
We do however have a website that very modestly tells about the ACE program. I don't believe that our organization puts to much effort in the website because it in all honesty don't receive the attention to really do so. The website is shared with the ACE program and I-LEAD Inc. our parent company. People who actually are interested in the program can them contact me via email to get more information on what the ACE Program has to offer.
We have also done a television show or two on the local television station. Other than the fact that it is a local station and we are trying to reach local people, I am not sure how beneficial the use of this media outlet is. The cost for a program is nothing and it only takes about an hours of our time. So I guess the rational is that if we get one student out of it then we are successful.
Our use of media outlets is for one common goal, recruiting students for our program. We use the slogan, "The College of Possibilities in Your Neighborhood!". So we stick to what we know. We know that the people in our neighborhood who need our program will look at print ads over a no-so-easy to navigate website. We know that someone who needs our program might catch our show on BERKS COMMUNITY Television. We also are well aware that we are a not of profit organization and that money is a luxury for use and every dollar is held tight with the jaws of non profit life.
I am sure that other non profit organizations can identify with our campaign. In a non profit money is not guaranteed and thing like advertising just aren't in the budget. In these circumstances we have to do the best that we can. And that is exactly what we do!
M. TURP
As I stated in my last blog the parent company to the ACE program sees little benefit to spending money on advertising. Thus for site coordinators such as myself advertising must be creative and cheap.
The media outlet that we utilize most is print. We have flyers and brochures everywhere. It makes it easy to catch the attention of our target market. We place flyers at "Bodegas" and other small stores that we know people in the community frequent. Its difficult to miss our flyer if we post it on the counter where people pay for their goodies. Another reason my we find success in using print is that the community that we are trying to reach isn't as technical savvy as other communities. So print make it easy for them to get the information that we are trying to convey and put it in their hands.
We do however have a website that very modestly tells about the ACE program. I don't believe that our organization puts to much effort in the website because it in all honesty don't receive the attention to really do so. The website is shared with the ACE program and I-LEAD Inc. our parent company. People who actually are interested in the program can them contact me via email to get more information on what the ACE Program has to offer.
We have also done a television show or two on the local television station. Other than the fact that it is a local station and we are trying to reach local people, I am not sure how beneficial the use of this media outlet is. The cost for a program is nothing and it only takes about an hours of our time. So I guess the rational is that if we get one student out of it then we are successful.
Our use of media outlets is for one common goal, recruiting students for our program. We use the slogan, "The College of Possibilities in Your Neighborhood!". So we stick to what we know. We know that the people in our neighborhood who need our program will look at print ads over a no-so-easy to navigate website. We know that someone who needs our program might catch our show on BERKS COMMUNITY Television. We also are well aware that we are a not of profit organization and that money is a luxury for use and every dollar is held tight with the jaws of non profit life.
I am sure that other non profit organizations can identify with our campaign. In a non profit money is not guaranteed and thing like advertising just aren't in the budget. In these circumstances we have to do the best that we can. And that is exactly what we do!
M. TURP
Sunday, November 4, 2012
Is ACE the Place?
I am currently working as the site coordinator for a program called A.C.E. or Achieve College Education. This program is a collaboration between Harcum College and I-LEAD Inc. to bring an associates degree program to inner- city communities where obtaining a college education is an obstacle to say the least. This is a rewarding job at times but it comes with many challenges.
One of the greatest challenges of the job is recruiting and retaining students. And just like any other organization A.C.E. has rolled out a campaign to do just that. The campaign has its challenges as well. Because the program is not for profit one of the main challenges of the campaign is money. So the means by which the campaign is executed are limited. Currently we use the website, brochures, Facebook, local television programming, community events, newspaper and local magazine ads. The "slogan" used is "the College of Possibilities in Your Neighborhood".
When printed material and the webpage are the major vehicles of a campaign, money becomes and issue when there are limited funds to put towards improving the materials. In today's society it is imperative to "look" good. We print brochures from our printer in the office and the website is updated in house as well. Though we save a lot of money by doing things this way our printed materials and webpage are not visually appealing. If potential students don't want to pick up the brochure or click off the website without reading the content the purpose of the material is never revealed.
The television programs are difficult to asses the effectiveness of as well. The programs are not frequently played and because they are found on the local television channel its not the first channel that residents turn too. I am sure that to those who watch the channel it is informative. The question is how many people are actually watching.
Community events where we can have an information table is probably the most effective method of "getting the word out". These events give us the opportunity to talk to people face to face about the program and convince them to why the A.C.E. program is right for them. The one on one contact in addition to the print material is a much more measurably effective method of recruiting students to the program.
Billboard, TV commercials on major cable channels, elaborately designed websites and brochures are ideal in successful campaigns. A.C.E. while attempting to be frugal in their campaign I believe is hurtful to the success of the program. Sometimes being cheap make you look, well .... cheap.
One of the greatest challenges of the job is recruiting and retaining students. And just like any other organization A.C.E. has rolled out a campaign to do just that. The campaign has its challenges as well. Because the program is not for profit one of the main challenges of the campaign is money. So the means by which the campaign is executed are limited. Currently we use the website, brochures, Facebook, local television programming, community events, newspaper and local magazine ads. The "slogan" used is "the College of Possibilities in Your Neighborhood".
When printed material and the webpage are the major vehicles of a campaign, money becomes and issue when there are limited funds to put towards improving the materials. In today's society it is imperative to "look" good. We print brochures from our printer in the office and the website is updated in house as well. Though we save a lot of money by doing things this way our printed materials and webpage are not visually appealing. If potential students don't want to pick up the brochure or click off the website without reading the content the purpose of the material is never revealed.
The television programs are difficult to asses the effectiveness of as well. The programs are not frequently played and because they are found on the local television channel its not the first channel that residents turn too. I am sure that to those who watch the channel it is informative. The question is how many people are actually watching.
Community events where we can have an information table is probably the most effective method of "getting the word out". These events give us the opportunity to talk to people face to face about the program and convince them to why the A.C.E. program is right for them. The one on one contact in addition to the print material is a much more measurably effective method of recruiting students to the program.
Billboard, TV commercials on major cable channels, elaborately designed websites and brochures are ideal in successful campaigns. A.C.E. while attempting to be frugal in their campaign I believe is hurtful to the success of the program. Sometimes being cheap make you look, well .... cheap.
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