Reverse Transfer Program Marketing Proposal
- 1. Reverse Transfer Program Marketing Proposal Christopher Hockey, Associate Director of Transfer Success & Technology SUNY System Administration October 30, 2015
- 2. 2 Program Description- What is the Reverse Transfer Program? Reverse transfer is a SUNY initiative created to provide students a way to transfer their credits from any four year SUNY school to their previously enrolled two year SUNY school, in order to obtain their Associates degree. This initiative is for both traditional and nontraditonal students. This initiative allows students who may have had to leave the tradtional track of higher education for any kind of event to earn the credit they deserve. Audience Due to the nature of the Reverse Transfer Program we have two student audiences as well as a nonstudent audience for our material. Our first group of audience are students who are currently attending a two year school within the SUNY system and are planning on transferring to a four year SUNY campus before earning their Associates degreee. The other student audience are students who are currently attending a four year campus that transferred from their two year SUNY school before earning their Associates degree. The nonstudent audience are parents and legal guardians of the student. Many students have parental or familial support and could inform students about the program and encourage them to participate. Branding The purpose and goal for the branding of this Reverse Transfer Program is to have a unique and recognizable look that will be synomymous with the program itself. We hope that the standard look of our branding will allow students to easily recognize and place the logo and branding with the program. Branding the reverse transfer program with a specific logo will help students immediately recognize the program when informational materials and communications are distributed to the various audiences. It is proposed to use the SUNY colors of PMS 287 blue and pure white, along with using the preferred typefact of AauxProOT, in print and web materials to esnure its connection and
- 3. 3 recognition as a SUNY wide initiative. In addition, it is proposed that an imagery aspect of the branding would include a diploma or graduation cap to depict the concept of success and completion. Communication The goal of communications for the Reverse Transfer Program is to inform students that the initiative is live and available to them. Communication strategies should inform students that the program exists, what the program is, how they can engage in it, and what are its benefits. It is proposed that communication strategies utilize a tagline of “life happens”. This tagline suggests that students can be prepared with an Associates degree through reverse transfer when unexpected life events occur. Several strategies can be used to spread this message across the University system. One potential strategy for marketing this initiative is to create a video, interviewing students, about why they chose to participate in reverse transfer. This video could be placed on SUNY’s YouTube channel and shared with campus faculty, advisors and administrators to share with the students on their respective campuses. Another potential strategy is to place marketing materials in campus admissions packets so that the program information can reach the students and parents directly. Deadline The soft deadline for the launch of material for the Reverse Transfer Program is February 2016 for use by the fall 2016 school year.