ADV504: Development of Media Objectives and Strategies for St. Clair

This media planning project focuses on developing media objectives and strategies for St. Clair College. The assignment addresses the college's marketing goals, including increasing enrollment and raising awareness of specific programs. The solution outlines media objectives for various channels, including social media, newspapers, radio, television, and flyers. For each objective, a corresponding media strategy is detailed, along with a rationale and tactical ideas for execution. The project emphasizes the importance of reaching the target audience through effective and creative media choices, such as using chatbots on social media, catchy headlines in newspapers, and visual appeals in television advertisements and flyers to enhance the college's outreach and attract prospective students. The document provides a comprehensive approach to media planning, demonstrating how different media can be used to achieve specific marketing objectives, and is a valuable resource for students studying advertising and marketing.

Running head: MEDIA PLANNING 1
Media Planning
Student’s Name
Institutional Affiliation

MEDIA PLANNING 2
Media Planning
Social Media
Objective: To inform the audience of the courses offered by St. Claire.
A social media advert will be created and placed on Facebook outlining the course details
offered at St. Claire. Choosing this strategy is driven by the fact that most young adults
frequently visit Facebook which increases the chances that the message will be relayed to a
greater audience (Headworth, 2015).
Word choice and chatbots are effective tactics for social media adverts since they are
interactive in nature. With chatbots, the audience is encouraged to inquire more about the college
which increases their knowledge about the offered courses as well as enrollment capacity.
Newspapers
Objective: To inform about the potential dates and procedures of applying for a course at
St. Claire.
A newspaper advert will be created for local and international newspapers outlining the
process required to apply for courses at the university as well as the days for enrollment. The
rationale behind this strategy is that the 40% of the learners are from international destinations
with the remaining 60% from the local market.
The use of visual appeal and catchy subject tactic for the newspapers adverts will capture
the attention of the audience to read the printed information about the dates of enrollment and
application procedures.

MEDIA PLANNING 3
Radio
Objective: To educate the potential market about the primary diploma required that one
must have before enrolling for a course at St. Claire.
Local and national radio stations will be contacted to air adverts about the diploma
courses that potential enrollees must have in their possession before choosing to apply for an
opening in the region. The rationale behind this is that most learners are unaware of the diploma
requirements hence resulting to declined enrollments.
The use of loud volume as a tactic will ensure that the message about the diploma
requirements reach an even wider audience in comparison to when a low volume is used.
Television
Objective: To educate the audience about the benefits of enrolling at St. Claire in
comparison to competitor colleges in the region.
To establish a television advert which clearly and visually outlines the benefits associated
with studying at St. Claire in comparison to competitors. The rationale behind this is that
informing the audience about the associated strengths will make them consider enrolling for
courses at St. Claire in comparison to the competitors.
The use of visual appeals is a tactic which will be effective in delivering the message
presented by the media strategy since the audience will be attracted to watch the advert to the
end to understand the message being relayed (Headworth, 2015).
Flyers

MEDIA PLANNING 4
Objective: To provide a visual of the facilities at St. Claire which seek to promote
effective learning.
The strategy evident in this case includes creating a flyer which outlines an outlook of the
institution’s facilities. The rationale behind this is that creating a visual appeal of the institution’s
facilities will create an image of how the institution values the comfort of the learners.
The use of a catchy headline, such as “Start Here, Go Anywhere”, will capture the
attention of the potential audience hence, making them want to experience more about what is
offered by the institution.

MEDIA PLANNING 5
References
Headworth, A. (2015). Social Media Recruitment : How to Successfully Integrate Social Media
Into Recruitment Strategy. London: Kogan Page.