1. 2/18/2018
IHUM Marketing

2. IHUM Goals Total Unique Participants Served - 7,030
Total Number of Participants Completing a TAACCCT-Funded Program of Study - 4,747
Total Number of Participants Still Retained in Their Program of Study or Other TAACCCT- Funded Program - 3,011
Total Number of Participants Completing Credit Hours - 6,659
Total Number of Participants Earning Credentials - 4,835
Total Number of Participants Enrolled in Further Education - 1,561
Total Number of Participants Employed After TAACCCT-funded Program of Study Completion - 2,621
Total Number of Participants Retained in Employment After Program of Study Completion - 2,040
Total Number of Those Participants Employed at Enrollment Who Received a Wage Increase Post-Enrollment - 3,113

3. IHUM - Target Audience Male & Female 18yr+ TAA-eligible Unemployed
Underemployed
Veterans
Other adult workers in need of training

4. Target Audience: Obstacles
Fear of not fitting in
Fear of expense
Fear of everyday commitment and putting aside current responsibilities
Fear of long term commitment
Fear of employers not caring
Fear of not learning anything new or of value
Fear of failing
How do I get started? What’s the first step?

5. Overcoming Obstacles
Fitting in - According to the U.S. Department of Education, college students 25 years or older comprise 40% of all students enrolled in college.
Expense - The expense alone is enough to cause many working adults to reconsider their decision to return to school. However, when education is viewed as an investment, the costs of attending college do not seem as large of an obstacle.
Commitment - Flexibility of night classes, on-line classes and accelerated learning programs with shorter semesters.
Employers not caring - Display relationships with regional employers. Show examples of employers who are looking to hire graduates from your school.
Value – Highlight industry aligned programs teaching current practices.
Failure – Tutoring services, Career Service Center, PACE.
Where to get started – Admission representative. Make it easy to know where to go to get started.

6. Rebrand Make a great first Impression Explains our purpose
2/18/2018
Rebrand
Make a great first Impression
Explains our purpose
Attract new customers
Stand out from competition
Earn trust with professionalism
Memorable

7. REBRAND

10. Option A
Option B

11. Statewide Marketing Plan
Brand Development
Website Creation – Funnel traffic to individual school websites.
Digital Marketing (Search Engines, Social Media and Video)
Direct Mail
Libraries
Veteran Programs
Presence at Statewide Events

12. Initial Digital Schedule
Oct.-Nov.’15 - Social Media Presence. Build Fan base.
Provide content on signature programs to promote
Dec.’15-Jan.‘16 – Website Live. Online Marketing.
First digital campaign push for Spring Semester

13. Regional Marketing Plan
2/18/2018
Regional Marketing Plan
Career Coach – Need up and running on your college’s website.
Create excitement around Career Coach launch – PR, radio interview, local news. Build public awareness.
Banner on college’s homepage promoting Career Coach.
A tab on your college’s homepage.
Utilize the marketing staff at your college. They know what works best in your area.
Examples: Press Releases, Newspaper, Radio, Billboards, Brochures, Handouts, Videos, Pictures, Social Media and Digital.
Save an example of all promotional material created.
Send me the materials your college creates so I can promote them on a state level.
Regional marketing idea: Booth (mobile, easy set up & take down).
Presence at local events, career fairs and campus.
Bring training simulators to events. Set up with booth.

14. Booth Options

15. Booth Options

16. Marketing Checklist DOL Statement of Funding
2/18/2018
Marketing Checklist
DOL Statement of Funding
Option 1: Use if marketing piece is being funded by both the IHUM grant and some other funding.
This workforce solution is funded in part by the IHUM Consortium which is 100% financed through a $15,000,000 grant from the U.S. Department of Labor’s Employment & Training Administration. OR
Option 2: Use if all of the marketing piece is paid completely from the IHUM grant
This workforce solution is funded by the IHUM Consortium which is 100% financed through a $15,000,000 grant from the U.S. Department of Labor’s Employment & Training Administration.

17. Marketing Checklist Cont’d
DOL Statement of position:
The product was created by the grantee and does not necessarily reflect the official position of the U.S. Department of Labor. The Department of Labor makes no guarantees, warranties, or assurances of any kind, express or implied, with respect to such information, including any information on linked sites and including, but not limited to, accuracy of the information or its completeness, timeliness, usefulness, adequacy, continued availability, or ownership.

18. Marketing Checklist Cont’d
Creative Commons License Information: creativecommons.org/choose
If it does not include copyrighted work:
This work is licensed under the Creative Commons Attribution 4.0 International License. To view a copy of this license, visit
If it includes copyrighted work:
This work is licensed under the Creative Commons Attribution 4.0 International License except where otherwise noted. To view a copy of this license, visit
AND, Attribution of copyrighted source:
Footnote or denotation
TASL (Title, Author, Source, License)

21. Marketing Checklist Cont’d
Creative Commons (CC BY) Logos.
Logos available at:

22. Example
Notice can be at top or bottom of the document
Must be affixed to every document. Other examples can be found at: e#Example:_Offline_document
This workforce solution is funded by the IHUM Consortium which is 100% financed through a $15,000,000 grant from the U.S. Department of Labor’s Employment & Training Administration.
The product was created by the grantee and does not necessarily reflect the official position of the U.S. Department of Labor. The Department of Labor makes no guarantees, warranties, or assurances of any kind, express or implied, with respect to such information, including any information on linked sites and including, but not limited to, accuracy of the information or its completeness, timeliness, usefulness, adequacy, continued availability, or ownership.
This work is licensed under the Creative Commons Attribution 4.0 International License. To view a copy of this license, visit

23. Marketing Checklist Cont’d
Include the Employ Iowa Logo
Include a call to action directed to admissions, college website or Employ Iowa website.

24. Marketing Checklist Cont’d
Procurement Process
Get 3 bids
Use the “IHUM Purchases Form” - NOTE: MUST include why a vendor was chosen. Sample valid reasons include: low bid/price or vendor was able to meet needed timeframe.

25. This workforce solution is funded by the IHUM Consortium which is 100% financed through a $15,000,000 grant from the U.S. Department of Labor’s Employment & Training Administration. The product was created by the grantee and does not necessarily reflect the official position of the U.S. Department of Labor. The Department of Labor makes no guarantees, warranties, or assurances of any kind, express or implied, with respect to such information, including any information on linked sites and including, but not limited to, accuracy of the information or its completeness, timeliness, usefulness, adequacy, continued availability, or ownership. This work is licensed under the Creative Commons Attribution 4.0 International License. To view a copy of this license, visit