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The Office of College Relations coordinates all major marketing efforts
for the college. Marketing is defined as a coordinated set
of activities planned to promote the entire
institution, a specific event, or an academic program. A marketing plan
can include print and online advertising, print material,
direct marketing, website content development, special
events, and media relations.
Examples of institutional marketing include student
recruitment projects such as development of the new
admissions website and publication of the college’s “Look
Book,” print advertising and direct mail for the School of
Continuing and Professional Studies, and print collateral
and media relations for exhibitions at The Museum at FIT
The types of projects that benefit from the development of a
marketing plan include a new academic program, a conference,
a special fundraising event, or an institutional
initiative—such as the communication of FIT as a Creative
Hub, as defined in the college’s strategic plan.
Timeframe and Budgets
- A typical marketing plan for a single event takes
approximately three months to develop, including outlining
budget and timelines. If market research is required to
gather background data on the targeted markets, the
timeframe can be up to six months.
- Marketing plans for major ongoing initiatives, such as
a new certificate or academic program, should be
established concurrently with the development of the
- Costs for marketing efforts can vary greatly—from as
little as $3000 for a simple one-time event such as a
public lecture to $25,000 annually over several years to
launch a new academic program.
College Relations can provide
expertise both through its staff and the college’s
contracted advertising agency and other consultants to
develop marketing strategies for a range of activities.
Marketing plans need to be integrated into the annual budget
planning process. For more information on the budget process
click here. If
you are interested in discussing marketing plans, please
contact Carol Leven,
Assistant Vice President for Communications at 212 217.4700.