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 curriculum.
• 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.