Marketing Plan

About the Plan Based on research Designed to answer the participation and awareness challenges today and into the future Segments are designed to work together and deliver quantifiable results before the grant ends Includes activities that can be sustained by IFS Center Advisory Board

Objectives Primary –Introduce IFS to the unaware, establish credibility across all audiences and build utilization of the IFS center. Supporting –Inform –Create opportunities for contact –Expand connections

Key Research Conclusions A consistent feedback pattern among both employees and employers Concerned about the tough economic climate, but recognize that with stresses also come opportunities So, either defensively, or offensively, they recognize the need to develop new skills in order to compete There’s a danger in making over claims To bridge the gap between perceptions of the program before and after, the most potent creative approach may well be testimonials

Branding and Message Platform Changes in Connecticut’s extensive banking, insurance and financial services industries offer new and rewarding employment opportunities. Training provided by the industry professionals of the IFS Center will give employees the skills to grow and succeed in this dynamic environment.

Target Audience Primary All Connecticut employers in insurance, banking and the financial services industry Senior level executives – the C-Suite. The higher, the better. People who have influence on policy, not just personnel. SVP’s, presidents, group heads, etc. Internal recruiters (not part of HR). HR people – important, but HR not in the strategic position to make decisions – primarily take orders from the senior staff who are championing the program. Secondary Employees in the IFS sector, in particular unemployed/displaced workers. High School and college students. Especially those we can recruit into the IFS AS degree. Outplacement agencies. Community support groups. Business associations in the IFS sector. CPCU, CFA, CBA. Schools of business. Tertiary Parents, the media, legislators, other State agencies, general public.

Plan Tactics Overview

Online Media Strong statewide reach Quantifiable results Fast launch

Banner Advertising Hartford Business Journal Hartford Courant Dow Jones Network Business Week Bloomberg The Street Financial Times Fox News Fast Company

BUSINESS JOURNALS 535x85 Home Page 234x60 Fixed ROS 200x200 Home page

COURANT.COM 300x100 CT Business (Fixed) 300x250 Home Page 300x250 CT Business

UNDERTONE NETWORKS 300x250 Run of C-Level Network 728x90 Run of C-Level Network

Promotional Buttons

Landing Page Capture addresses Identify demographic information

Confirmation s Serve up actionable information –Links to classes –Contact information for employers

Video Testimonials Four videos shot in 2-3 locations Broadcast during events and meetings Posted online and in E-Newsletters DVDs available

IFS Center E-Newsletter Issued monthly Delivers quick news Drives to class schedules and contact info Developed against an editorial plan

Building the E-Newsletter List series to CT’s C-suite and VP’s Three surveys and six announcements Encourage E-Newsletter sign up

Public Relations IFS Center Employment Index Releases –SKILLProof (April) –Target Point Outreach (early June) Press Kit Op-Ed Television Public Affairs Interviews Radio Visits

Media Pitches Place stories that highlight IFS Center participant experiences and inspire others to take the next step –A Day in the Life –Retraining Success Story –Graduation Celebration

IFS Center Presentation Employer and employee audiences Compliments the videos Provides information that can be tailored to different audiences (large corporate, small banking, displaced workers, etc.) Serves as a template for updates

LinkedIn and Facebook Build an online community Seed conversations among alumni, instructors, employers and prospective students Promote new offerings and share news

IFS Center Alumni Group Hi. My company is looking for a senior customer service manager. If you can recommend someone that fits the description below: