The St. Ann College of Excellence offers a range of undergraduate and graduate programs in various fields. The target audience for the college is high school students who are considering higher education, transfer students from community colleges, and adult learners seeking to advance their careers. The Integrated Marketing Communications Mix (IMC) used by the college is a combination of traditional and digital marketing techniques.

Traditional advertising methods such as newspaper ads, billboards, and radio spots are used to reach potential students in the local area and the college also advertises in college search publications and participates in college fairs to reach a wider audience. In addition,it regularly issues press releases to local media outlets about new programs, faculty appointments, and student achievements. The college also sponsors community events and charitable causes to demonstrate its commitment to the local community.

The college has a team of admissions counselors who engage with potential students in person and over the phone. These counselors help students with the admissions process, answer questions about the college, and provide information about the programs offered. The college also conducts campus tours and hosts open houses to give potential students a first-hand look at the college.It also seeks to attract students by offering scholarships, financial aid, and discounts for students who refer their friends to the college. The college also offers early admission and early decision programs to attract high-performing students.

The promotions mix used by the college is a comprehensive strategy that leverages traditional and digital marketing techniques to reach its target audience. By using a variety of tactics, the college is able to build brand awareness, attract new students, and retain existing ones.

Questions

A. Name TWO (2) Integrated Marketing Communications (IMC) that are being utilized by The St. Ann College of Excellence. Cite from the case, ONE (1) instance in which each

named tool is used.      (6 marks)

B. Publicity is an addition of the promotional mix tools not utilized by the college. Define the term publicity and discuss TWO (2) benefits and TWO (2) limitations that the company could experience by using this tool.   (10 marks)

C. Assume that the college used an outdoor agency, and discuss TWO (2) benefits of using this type of advertising agency. (4 marks)