Marketing: Advertising and Promotion

Topics: School types, Education, Primary school Pages: 11 (3714 words) Published: October 14, 2013


Manuel Rivera
Final IMC Plan
MKT351: Advertising & Promotion
Siena Heights University
3/1/2013

Table of Contents

Abstract ……………………………………………………………………….…..3 Section One
1. Industry/Company Review …………………………………………………….4 2. Product Review/Buyer Analysis ………………………………………………. 6 Section Two
3. Competitive Review ……………………………………………………….......10 4. Segmentation, Targeting, and Positioning …………………………………….12 5. Communications Objectives & Budget Review ……………………………….13 Section Three
6. IMC Mix…………………………………………………………………….….14 Conclusion ………………………………………………………………….……..15

Abstract
The New Horizons Preparatory Academy (NHPA) will be Michigan’s first P-14 private boarding school serving students considered at-risk (first generation, low-income, and students with disabilities) academically succeed, located in the heart of Lansing, MI. NHPA will have a comprehensive integrated marketing communication (IMC) plan.

The focus of this report will be to give a detailed look at The New Horizons Preparatory Academy’s IMC plan. Starting with a brief history, the report will present information on the product review (facilities, filing of legal documents, writing a curriculum, target market, and current marketing mix). Section one continues with the need of a private school in Lansing, MI and services of the school. Section two will focus on the competitive review of surrounding schools, segmentation, targeting, and positioning, and end with communication objectives and budget review. Section three ends the report by focusing on the IMC mixes covering advertising, public relations, cause marketing, corporate sponsors, and event underwriting, direct marketing, and the Internet.

Section One
Industry/Product Review
New Horizons Preparatory Academy will be Michigan’s first private boarding school serving first generation, low-income, and students with disabilities within the new P-14 academic system, all in the heart of Lansing, MI. Brief History

New Horizons Preparatory Academy will open its doors to its first full cohort of 1000 students in fall 2019. The mission of New Horizons Preparatory Academy is to create and foster a comprehensive learning environment by personalizing student’s educational experiences with cutting edge technology built on a solid foundation of core academics. At present date, the Academy is in the planning stages; securing facilities, filing legal documents as a new educational institution, and writing a curriculum. Facilities

For the past several months, The Academy has been looking at securing several properties within the city of Lansing. The most prominent and promising piece of real estate we are looking into is the old Michigan School for the Blind on Willow Road in Lansing. The facility offers enough land and buildings to house classrooms, cafeteria, library, sports center, and boarding for the students and faculty.

As The New Horizons Preparatory Academy is a private boarding school, the facilities must engage, support, and foster a safe, creative, and inviting environment for students who are not usually away from their parents or legal guardians for extended periods of time. Our faculty and facilities become their home so it will be imperative for The Academy to foster an environment that not only creates life-long learners, but an environment that feels comfortable, safe, and enjoyable to its students.

[Michigan School for the Blind]. Retrieved January 21, 2013, from: http://tiny.cc/hv38sw Follow APA style to cite this image. Refer to A Writer’s Resource for helpful information. Filing the legal documents

For the past year, The New Horizons Preparatory Academy has been working with educators and attorneys to file the proper legal paperwork to register The Academy as a new school in the State of Michigan. The first step was to register the institution’s name so that no other entity could use it. As of December, we have submitted...

Cited: [Michigan School for the Blind]. Retrieved January 21, 2013, from: http://tiny.cc/hv38sw
State of Michigan. (2012). Michigan school data dashboard & school report card. Retrieved: http://www.mischooldata.org/DistrictSchoolProfiles/ReportCard/EducationDashboard.aspx
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