There are so many different ways that a company can promote itself. Some marketing plans are simple and to the point; some are annoying and constantly in your face; some are so random that they make you ask, “Does this even have anything to do with the product?!” Regardless of whichever strategy it may take advantage of, a successful marketing plan will always aim to do one thing: keep the product actively in the mind of all potential customers.
Before YELS began working with the Digital Frontiers team, it was doing a pretty good job of getting involved with highschool counselors through its marketing campaign of fliers and emails, but it was not finding as much success as it may have hoped for within its target market. It needed to find a way to get in with the higschool crowd. Many highschoolers simply haven’t heard of this summer program… But how successful can a company be if its potential “customers” don’t even know about its “product”?
In order to get these tenth and eleventh graders thinking about YELS, has created a new Facebook fanpage and a YouTube account. Knowing that these types of social media sites are extremely popular within that age-group, these pages will hopefully help YELS gain more recognition. Along with these additions, YELS will soon be making changes to its current website, so it will be more appealing to teens and make it easier to get information, along with a blog. Using the blog, teens that are at the program each summer will be able to share their experiences with everyone on the web (but more specifically, their friends back home).
Overall, YELS already has a solid marketing technique. It has been doing a great job of reminding its faithful alumni and guidance counselors to tell anyone and everyone they know about the program. The only thing it needs to work on is finding a broader applicant pool, and hopefully with the new marketing plan, it will be able to do just that.
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