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APPROVED 08/18/2022<br />
BUILD<br />
INTEGRATED<br />
MARKETING<br />
The higher education industry l<strong>and</strong>scape is more<br />
competitive than ever <strong>and</strong> dem<strong>and</strong> for a skilled<br />
workforce has never been greater. Because<br />
the ultimate goal is to respond to the needs of<br />
industry, the scope of the integrated marketing<br />
initiative is not limited to the consumer market.<br />
It must include an underst<strong>and</strong>ing of industry’s<br />
needs.<br />
The transformation of TSTC’s marketing<br />
capabilities is paramount to TSTC’s growth <strong>and</strong><br />
future. In fact, it is necessary in order to increase<br />
enrollment, graduation rates <strong>and</strong> placement in<br />
the Texas workforce. The evolution will permeate<br />
across the enterprise <strong>and</strong> state, increase br<strong>and</strong><br />
awareness, communicate the student <strong>and</strong><br />
economic value proposition, <strong>and</strong> scale TSTC’s<br />
ability to create <strong>and</strong> convert on both consumer<br />
<strong>and</strong> industry dem<strong>and</strong>.<br />
In fiscal year 2022, TSTC contracted both a<br />
fractional chief marketing officer <strong>and</strong> a market<br />
research firm. The multi-year build of integrated<br />
marketing is currently underway <strong>and</strong> includes<br />
assessing TSTC’s needs, modernizing <strong>and</strong><br />
focusing promotional efforts, <strong>and</strong> deepening the<br />
underst<strong>and</strong>ing of TSTC’s customers.<br />
10<br />
STRATEGIC PLAN & BUDGET REPORT
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