February 01, 2011
Status:
Approve the CTACE Planned Marketing Expenditures for Period Three - March through June 2011.
Through the various components of the CTACE marketing and promotion activities, the community is made aware of the many opportunities to enroll in Post Secondary Career & Technical, Adult General and Community Education Programs, courses and activities for workforce/career development & enhancement, adult literacy, and personal improvement at Broward Technical Centers, Adult Centers and Community Schools. Over 200,000 students enroll annually as a result of the District?s marketing and promotion efforts. The District CTACE Marketing Committee, in partnership with Omni Advertising, our advertising agency of record, developed the planned expenditures for March through June 2011.
CTACE marketing and promotion efforts will continue implementing effective strategies that focus on promoting and driving potential students to Browardeducator.com, Browardtechcenters.com and Mycommunityschool.com. During March through June 2011, the CTACE marketing and promotion expenditures will consist of: targeted radio, TV, direct mail, billboards, on-line banners, e-mail blasts, text messaging, and the district?s phone robot. Marketing and promotion expenditures during this period also include search engine marketing, website maintenance, production services, and social media management.
The funding to cover the cost of the CTACE marketing and promotion expenditures during the third period of 2011, will be derived from an allocation of $67,500 from the Workforce Education Fund and contributions from student fees collected by the technical, adult and community schools. The technical centers will contribute $73,500; the community schools will contribute $35,700 and the adult centers will contribute $14,000. The total CTACE marketing and promotion expenditures during the months of March, April, May and June 2011 is $190,700.
The financial impact to the district is $190,700. The source of funding is Workforce Education and student fees. There is no additional financial impact to the district.
Requested Action
Approve the CTACE Planned Marketing Expenditures for Period Three - March through June 2011.
Summary
Through the various components of the CTACE marketing and promotion activities, the community is made aware of the many opportunities to enroll in Post Secondary Career & Technical, Adult General and Community Education Programs, courses and activities for workforce/career development & enhancement, adult literacy, and personal improvement at Broward Technical Centers, Adult Centers and Community Schools. Over 200,000 students enroll annually as a result of the District?s marketing and promotion efforts. The District CTACE Marketing Committee, in partnership with Omni Advertising, our advertising agency of record, developed the planned expenditures for March through June 2011.
CTACE marketing and promotion efforts will continue implementing effective strategies that focus on promoting and driving potential students to Browardeducator.com, Browardtechcenters.com and Mycommunityschool.com. During March through June 2011, the CTACE marketing and promotion expenditures will consist of: targeted radio, TV, direct mail, billboards, on-line banners, e-mail blasts, text messaging, and the district?s phone robot. Marketing and promotion expenditures during this period also include search engine marketing, website maintenance, production services, and social media management.
The funding to cover the cost of the CTACE marketing and promotion expenditures during the third period of 2011, will be derived from an allocation of $67,500 from the Workforce Education Fund and contributions from student fees collected by the technical, adult and community schools. The technical centers will contribute $73,500; the community schools will contribute $35,700 and the adult centers will contribute $14,000. The total CTACE marketing and promotion expenditures during the months of March, April, May and June 2011 is $190,700.
School Board Goals
| Goal Six: Parents, Business and Community Partnerships (2008-2011) |
Financial Impact
The financial impact to the district is $190,700. The source of funding is Workforce Education and student fees. There is no additional financial impact to the district.
Source of Additional Information
Sayra Hughes 754-321-2978 John Miracola 754-321-8444
Associated File Attachments
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Agreement (Files) | |
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ExecutedARF (Files) |