ABC College Marketing: A Comprehensive Media Plan for Course Promotion

This media plan outlines strategies for ABC College to effectively market its nationally recognized courses, including Child Care, Aged Care, and Disability Courses. It analyzes past advertisement data, highlighting the predominantly female audience and the success of previous campaigns. The plan focuses on using flyers and social media platforms like Facebook, Twitter, and Instagram to reach potential students looking for full-time or part-time study options, skill upgrades, or career changes in Child Care services. The objectives include increasing college awareness and acquiring new students for online, part-time, and full-time courses, ensuring the advertising message is captivating and legally compliant. The recommended media channels are social media and TV, with a schedule provided for December, January, and April intakes.

RUNNING HEAD: Media Plan 1
Media Plan
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Media Plan
Media plan is a tool used by businesses and
organizations for choosing channels for content distribution
and establishing the adequacy of the marketing (Jensen,
2013). It helps as an aid to help the ABC College marketers
implement their marketing strategy. The main reason of
devising a media plan by ABC College is to convey the
message to the target audience that it is the leading provider
of nationally recognized courses across Australia.
list of organizational products
The courses offered at the college include flagship course Child Care Courses,
Aged Care and Disability Courses. Safety professional courses such as OH&S
Courses, Work Health & Safety or Diploma of OH&S
Data analysis done on the previous data
According to Flosi et al (2013), market analysis helps greatly to determine who
the audience is. It involves the number and type of people the advertisement targets.
According to previous years advertisement by ABC College the major audience in the
previous years has always been the female gender with composition of 96.1% female
in diploma of Early childhood education and care while certificate in Early childhood
education and care had 97.1% female composition.
Diploma in Early Childhood Education and Care has always had a steady
increase in the number of students enrolled in the past seven years, this shows that the
earlier advertisements reached the exact target audience while Certificate in Early
Childhood Education and Care had an improving enrollment. This analysis helps to

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Media Plan
show that the recent advertisement should be more focused on reaching more people
to join the later course.
Media preferred to advertise the qualifications
The major audience for the advertisement is the female gender, hence the college
plans to use flyers at the weekend which is easily accepted by the target audience. The
use of social networks is a major boost since the high school students and the major
target audience greatly uses the social media platforms that is Facebook, Twitter and
Instagram (Wynne, 2012).
The platforms will be used to create contents that will make up the advertisement,
this will include humor and content that appeal to the audience emotions and elicit the
desired responses.
Target audience
The major targeted people in the advertisement are people looking for full time or
part time study option for Child Care courses. It also seek to reach people looking for
up-gradation of their existing skills or starting a career in Child Care services. Since
child care is greatly associated with the female gender, the major audience for the
advertisement is the female not excluding the male counterparts (Akpabio, 2012)
These are majorly college students who seek for new careers, students fresh from
high school and other professionals who have an interest in Child care services and
the lucrative diploma courses offered within ABC College of Technology.
Product market factors to determine reach and frequency requirements

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Media Plan
There are two product market factors that will determine whether the advertising
method will reach to the target audience and also how frequent. They include, cost,
technology and availability (Akpabio, 2012).
Media plan Objectives and goals
The advertisement is expected to be used in the college to help increase the ABC
College awareness to the general public. It is expected to advertise the various
training courses offered in the college, they include Child Care Courses, Aged Care
and Disability Courses among other professional courses. The plan aims to acquire
new students for the online courses, part-time courses and full time course.
Creative requirements for the advertising message
The advertising message should include s broad overview of the whole plan. The
tone selected should have a brand voice (Wynne, 2012). The kind of language used
should be captivating and attractive to the target audience.
Recommended media
The recommended media is social media platforms and Tvs. It will promote the
advertisement of the service by the presentation of the specific features through audio
visual (Flosi et al, 2013).
Ensuring the media vehicles meet the legal and ethical requirements

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Media Plan
There will be acquiring of licenses for the media vehicles from government
institutions (Akpabio, 2012). Before issuing of license the government ensures all the
requirements are met.
Media schedule
Month Date Intake
December 16th-31st January intake
January 1st -5th January intake
April 1st-30th May intake
References
Akpabio, E. (2012). Beneficiaries’ Perspective on Service Learning: Case Study of
Advertising and Public Relations Campaign Course. SAGE Open, 2(3),
2158244012460694.

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Media Plan
FLoSi, S., FuLGoNi, G., & VoLLMAN, A. N. D. R. E. A. (2013). If an
Advertisement Runs Online And No One Sees It, Is It Still an Ad?: Empirical
Generalizations in Digital Advertising. Journal of Advertising Research, 53(2),
192-199.
Jensen, K. B. (Ed.). (2013). A handbook of media and communication research:
Qualitative and quantitative methodologies. Routledge.
Wynne, P. (2012). Pimp my site: the DIY guide to SEO, search marketing, social
media and online PR. John Wiley & Sons.