The Tax, Technology and Analytics program at NC State is a non-credit executive certificate, soon to be offered in credit format, taught online by faculty in the Poole College of Management. The program requires students to complete 12 credit hours of coursework through 12 one-credit hour modules. When Tax, Technology and Analytics moved online, DELTA staff collaborated with faculty in the program to create marketing materials to reach a new audience and accommodate their needs.
A full-page advertisement in Tax Executive Institute publication and a half-fold print piece was created to promote the Tax, Technology and Analytics online certificate program.
In choosing the marketing materials to create for Tax, Technology and Analytics, the team’s goal was to:
- Reach the target audience of current corporate and business executives looking for continuing education to advance their careers.
- Advertise to corporations and businesses to send their employees to further their skillsets through a non-credit certificate program.
- Create demand for the training via its unique online delivery system with the top four accounting firms and their employees.
- Emphasize the program’s learning outcomes that accounting firms are seeking in people they hire.
Highlights and Outcomes
DELTA marketing staff chose print pieces and advertisements by researching the needs of prospective students. Since the program is aimed toward working professionals, the advertisements needed to be placed strategically in places executives would notice. The full-page ad in Tax Executive Institute highlighted the program to fit the audience’s needs. The print pieces produced emphasize the benefits for students to increase credentials. Aiming to reach both executives and students interested in professional development, the brochures include content for both audiences and provide a way to reach many prospective students.
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