BASOPS Program Marketing Plan: Boosting Awareness and Engagement

Marketing Plan of the BASOPS Program Marketing plans have become fundamental in several institutions and firms today. Their crucial aspect is how they help identify target markets and the appropriate audience. The BASOPS program is a new one that has not been well known and has staff and funding shortages. Therefore, a marketing plan is essential for the success of the program. A marketing plan for the BASOPS program shall increase awareness for the program, enable the program to reach individuals of working age, and promote the program within the local community. Background, Problem, and Purpose The BASOPS program is a new program that aims to increase the target audience's awareness. At CPTC, the program is small in numbers compared to other traditional programs; hence its expansion is vital. The audience to be reached are the students in the faculty, the administration, employed and unemployed individuals, and the overall community. Therefore, the program staff needs an effective marketing plan to increase program awareness. There are a few things that the BASOPS program needs to be fixed. Firstly, the program needs more funds allocated to the marketing sector. Furthermore, the program has yet to be given much priority in the BTC administration compared to other institutions' programs. Also, the program needs more staffing; hence, additional outreach and marketing may be strenuous. However, a marketing plan may help solve some of these problems. The marketing plan seeks to address a few areas for the success of the BASOPS program. One is to increase awareness of the program among students and non-students at CPTC. Furthermore, the marketing plan aims to reach employed and unemployed individuals who could benefit from a bachelor’s degree for personal improvement and promotional purposes. The

marketing plan shall also facilitate the program to reach the overall community via all channels available. Proposal, Plan, and Schedule. The BASOPS program must implement a marketing plan to reach several individuals and increase its value compared to other programs. To get several individuals, the program staff can consider using digital means such as social media, print media, and communication with valuable contacts ( Bala & Verma, 2018, 328 ). The staff can also consider holding events to promote the program further. To be prioritized, the program should clearly outline the purpose, goals, and plan. If the marketing plan is successful, the program shall have expanded significantly, increasing the program's priority in the administration. To achieve the BASOPS marketing objectives, various strategies must be executed in the plan. Given the program's current state, cheaper marketing means are essential to reach the target audience. Some of these channels are SEO, email marketing, and the creation of blogs ( Bala & Verma, 2018, 328 ). In these channels, the program staff shall state the program's benefits to the target audience, such as personal growth. The program staff shall then hire a marketing trainer to offer additional skills to the available marketing workforce. The team shall create necessary content that effectively communicates the program details to the target audience. The content shall then be aired through the available channels. To achieve awareness in the target audience, the staff's advertising voice would have to stand out compared to other programs. Schedule  Creation of the necessary content to be communicated to the audience.  Determining the marketing channels to be used, such as SEO, blogging, and email marketing.

 Training the available staff on how to market the program.  Marketing the program through the available channels. Staffing Given that the program is relatively new, it currently needs more staff numbers. Therefore, some strategies, such as reskilling, upskilling, and hiring short-term workers, may solve the problem. Reskilling shall involve training individuals for different responsibilities and roles ( Pandey et al., 2021 ). For example, some individuals can learn website creation and email marketing ( Desai & Vidyapeeth, 2019, 197 ). Short-term workers, also called gig workers, shall be essential for tasks that the current workforce shall need more time to complete, such as photography. Such workers will be paid hourly or based on a project fee, saving funds. Budget A minimum of 10000$ is required in budgeting for marketing costs. Some primary areas requiring these funds are advertisements, employees' salaries, and training. Other areas are software tools, consultancy costs, and events costs. In summary, a marketing plan is essential for the success of the BASOPS program. The program needs more funds, understaffing, and less prioritization in the administration. The marketing plan aims to increase awareness of the program to students, individuals of working age, and the community. One way the program can be successfully marketed is by using tools such as social media channels and hosting promotional events. The plan is to use cheaper channels to sell the program, engage a trainer to offer additional skills, create the necessary program content, and air it through the available inlets. Due to understaffing, strategies such as reskilling, upskilling, and hiring short-term workers shall solve the issue. A minimum of $10000

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shall be required to cover the marketing costs. If effectively implemented, the marketing plan shall be one of the primary contributors to the program's success.

References Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering , 8 (10), 321-339. Desai, V., & Vidyapeeth, B. (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development , 5 (5), 196- 200. Pandey, P., Gajjar, H., & Shah, B. J. (2021). Determining optimal workforce size and schedule at the retail store considering overstaffing and understaffing costs. Computers & Industrial Engineering , 161 , 107656.

Appendix A The appendix contains a questionnaire used to survey students on campus about the BASOPS program. The questions address some aspects, such as how students learned about the program, that BASOPS is among the newest programs, and that it also aims at helping the local community. Questionnaire How did you know about the BASOPS program?  Email marketing  Blog  Facebook  Posters Did you know the BASOPS program is among the newest programs in the institution?  Yes  No Did you know the BASOPS program helps students and the local community, too?  Yes  No

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Appendix B

marketing plan; BASOPS.edited

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