0
FY11 Community College Strategy

1
FY11 Marketing Strategy and Priorities
Community College Strategy fits in with Overall Marketing Strategy.

Marketing as a...
FY11 Community College Strategy

Priority #2

Priority #1

Elevate the Brand

Shatter the myth;
enhance brand reputation

...
FY11 Community College Strategy

Priority #4

Priority #3

Improve Inquiry Efficiency

Accelerate organic inquiry
generati...
FY11 Community College Strategy
Marketing as a
Competitive Advantage

% Marketing as % of Revenue: 12% by 2010

Accelerate...
Influence the Influencers
GOAL

STRATEGY

TACTICS

KEY
MESSAGES

• Build Advocacy
• Develop partnership with CC Transfer C...
Prospective Students
GOALS

STRATEGY

TACTICS

KEY
MESSAGES

• Develop brand awareness and perception
• Generate inquiries...
FY11 Community College Strategy
Three-Pronged Approach
1. National Component
•
•

OLA will cover ALL metros, will drive to...
Responsibilities
Marketing

Outreach

DEM

Other?

Newspaper
advertising

Develop relationships with
CC staff

Staff event...
Market Coverage – Gap Fill
Community college program will be a component of other marketing
initiatives – i.e., gap fill a...
Market Coverage – Opportunity
Community college program allows us to start developing opportunities
in markets where metro...
FY11 Budget - $1.5 million
Community college plan is currently coming in under budget.
However, the addition of 2 schools ...
Marketing Calendar

Timing to coincide with critical points in community college academic
year and national media schedule...
Creative Assets
Asset

Status

Deadline

Landing page

Brief complete, job submitted
w/o 7/5

September

URL card

Brief c...
FY10 Community College Pilot Program

15
Community College Pilot Markets

Seattle:
• Bellevue CC
• Green River CC
• Pierce CC
• Highline CC

Columbus:
• Columbus S...
Community College Media Strategy
Reach and frequency campaign utilizing multiple channels while
maintaining a consistent o...
Community College Demand Capture - Web Page

Call to Action
in text and tile
link to the
community
college
landing page.

...
Demand Capture – Landing Page

New Field – will
be accessible via
notes field in CRM

Leveraging “Big Bang”
language to dr...
Community College Creative: Perfect Storm

Kiosk

Poster

20
Community College Budget for the Pilot

MIAMI

AUSTIN

DALLAS

LOS ANGELES

BAY AREA

COLUMBUS

SEATTLE

ATLANTA

TOTAL

$...
Community College Creative: General

22
Community College Campaign
September – November 28, 2010

23
FY11 Community College Strategy

Priority #4

Priority #3

Improve Inquiry Efficiency

Accelerate organic inquiry
generati...
Community College Program - MySpace

Impressions

Clicks

CTR

Spend

Inquiries

CPI

Oct

7,346,263

6,123

.083%

$16,06...
Community College Program - Facebook

Impressions

Clicks

CTR

Spend

Inquiries

CPI

Oct

14,016,095

3,634

.026%

$16,...
Community College Program – Coffee Sleeve V1

Community College - Coffee Cup Sleeve 1
September
October
November
Total to ...
Community College Program – Coffee Sleeve V2

Community College - Coffee Cup Sleeve 2
Visits
Page Views
September
4
26
Oct...
Community College Program – College Newspaper

Community College Program - Newspapers
Visits
Page Views
September
4
24
Oct...
Community College Program – Poster, Media Kiosk

Community College Program - Poster, Media Kiosk
September
October
Novembe...
Community College Program – devry.edu/college-transfer

FY10 Community Colleges
Visits Page Views
September
44
374
October...
Community College Program – Email Campaign
Visits

2,000
1,750
1,500
1,250
1,000

750
500
250
0
09/15

09/22

09/29

10/06...
Community College Program – Form Landing Page

Spike in traffic to Community College & Transfer Student
landing page on 11...
Inquiry Mix and Performance
140
120
100
80
60

Events
Internet

40
20
0

Inquiries

Apps

Inq/App

S
tudents

Inq/S
tudent...
Inquiry Performance by Region

DeVry US Online
Inquiry Count Application Count
California

Conv

DeVry US Onsit e
New S
tu...
Upcoming SlideShare
Loading in...5
×

Community college campaign

1,745

Published on

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,745
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Community college campaign"

  1. 1. FY11 Community College Strategy 1
  2. 2. FY11 Marketing Strategy and Priorities Community College Strategy fits in with Overall Marketing Strategy. Marketing as a Competitive Advantage % Marketing as % of Revenue: 12% by 2012 Accelerate organic inquiry generation Priority #4 Deepen relationships; foster community and conversation Improve Inquiry Efficiency Priority #3 Shatter the myth; enhance brand reputation Priority #2 Priority #1 Elevate the Brand Drive further inquiry optimization Drive Operational Marketing Efficiencies 2
  3. 3. FY11 Community College Strategy Priority #2 Priority #1 Elevate the Brand Shatter the myth; enhance brand reputation Advertising and collateral will combine to build awareness and improve brand perception among community college students. AACC engagement will help influence the influencers. Deepen relationships; foster community and conversation Outreach efforts will facilitate relationship building and articulation agreement. Events, both at the community colleges and at DVU, foster one-onone interaction with prospective students. 3
  4. 4. FY11 Community College Strategy Priority #4 Priority #3 Improve Inquiry Efficiency Accelerate organic inquiry generation Drive further inquiry optimization Drive web traffic through ads and collateral materials. Use data from inquiry form to help refine tactics and target schools. 4
  5. 5. FY11 Community College Strategy Marketing as a Competitive Advantage % Marketing as % of Revenue: 12% by 2010 Accelerate organic inquiry generation Priority #4 Deepen relationships; foster more community and conversation Improve Inquiry Efficiency Priority #3 Shatter the myth; enhance brand reputation Priority #2 Priority #1 Elevate the Brand Drive further inquiry optimization Drive Operational Marketing Efficiencies Consistent approach streamlines everything from planning to production. Fewer, Bigger, Better collateral pieces simplify the story for prospective students and results in efficient use of both human and financial resources.
  6. 6. Influence the Influencers GOAL STRATEGY TACTICS KEY MESSAGES • Build Advocacy • Develop partnership with CC Transfer Coordinators, Faculty, and Administrators • DVU can help them fulfill their mission of preparing students for further education and careers. • American Association of Community Colleges • Advertise in publications and on website • Participate in national meeting April 2011 • Sponsor local CCA chapters • Sponsor local events • Advertise in local chapter newsletters. • Hold annual partnership breakfast • • • • Bachelor’s and Master’s degrees. Quality -- Regionally accredited and reciprocity with WASC, SACS, etc. Affordability -- DVU is competitively priced and has scholarship opportunities. Accessibility -- Courses available onsite (94 locations) and online leading to faster degree completion and entry to career. • Career Focus – • National system meaning the DVU degree is recognized across the country by employers. • Lifetime career services available to DVU graduates. 6
  7. 7. Prospective Students GOALS STRATEGY TACTICS KEY MESSAGES • Develop brand awareness and perception • Generate inquiries and enrollments • Advertise across multiple channels. • Initiate conversations. • • • • • • National online advertising. On-campus advertising. College newspaper advertising. E-mail blasts. Coffee sleeves and café tabling events. Transfer fairs. Landing Page needs to provide the information students are looking for: • • • • • Transferring Credits Scholarships/Financial Aid Accreditation Programs and locations Career Services • Affordability -- DVU is competitively priced and has scholarship opportunities. • Accessibility -• Courses available onsite (94 locations) and online • DVU transfer credit policies and processes ease transition to bachelor’s degree programs. • Career Focus – • National system meaning the DVU degree is recognized across the country by employers. • Lifetime career services available to DVU graduates. 7
  8. 8. FY11 Community College Strategy Three-Pronged Approach 1. National Component • • OLA will cover ALL metros, will drive to community college landing page where we can capture inquiries and evaluate opportunities by school. American Association of Community College campaign – print, web, show • Will start to generate awareness and build brand perception with key influencers 2. Metros with Community College Focused Outreach • Media flexibility: • • • • Print and e-mail are customizable Coffee sleeves coupled with tabling events More focused poster campaign Sponsorship of local chapters of community college administrators 3. Other Metros • Standardized media components will build awareness, develop brand perception, and generate inquiries via the landing page. 8
  9. 9. Responsibilities Marketing Outreach DEM Other? Newspaper advertising Develop relationships with CC staff Staff events PR/Partnerships for guest speakers On campus advertising Develop articulation agreements Work inquiries and write applications MLA – work events OLA advertising Schedule events and secure DVU staffing Academics – manage articulations Inquiry tracking and reporting AACC National Meeting strategy Metro leaders – support and brunch & learns Website enhancements Staff AACC National Meeting Collateral development and production Consult on creative development and marketing strategy Open doors for metro leaders to meet CC Admin 9
  10. 10. Market Coverage – Gap Fill Community college program will be a component of other marketing initiatives – i.e., gap fill and new locations. Strategies Inquiry Gap New Location Long Beach Specifics Opportunity Schools Cerritos, El Camino, Long Beach City Tactics Creative Newspapers Perfect Storm 6 FP/4C Pomona Perfect Storm 6 FP/4C Sherman Oaks Tier 1 Chaffey, Mt. SAC Santa Monica Perfect Storm 6 FP/4C Denver Arapahoe, Aurora, Front Range 6 FP/4C Glendale Glendale, Mesa, Phoenix 6 FP/4C Greenspoint Houston, Lone Star, N Harris Montgomery, NW College 6 FP/4C COD, Elgin, Harper 6 FP/4C Phoenix Houston Addison Chicago Tier 2 Dallas Cedar Hill Bay Area Atlanta Tier 3 Orlando Miramar Seattle Linwood Truman, Wright, Lake Cty, Morton, Oakton North Lake, Richland, Tarrant (5) Chabot, San Fran, Ohlone, Perfect Storm Las Positas Atlanta Tech, Chattahoochee, Dekalb, Georgia Perimeter, Griffin, Gwinnett Brevard, Valencia, Perfect Storm Seminole Broward, Lake Sumter, Perfect Storm Miami Dade (4) Cascadia, Green River, Perfect Storm Highline, Pierce, Shoreline 6 FP/4C 6 FP/4C 6 FP/4C 6 FP/4C 6 FP/4C 6 FP/4C 6 FP/4C Posters 50/campus 3 flightts 50/campus 3 flightts 50/campus 3 flightts 50/campus 3 flightts 50/campus 3 flightts Media Boards 3/campus 3 flights 3/campus 3 flights 3/campus 3 flights 3/campus 3 flights 3/campus 3 flights Fixed Outdoor Kiosks E-Mail Coffee Sleeves 6 months 4 blasts 3 months 6 months 4 blasts 3 months 4 blasts 3 months 4 blasts 3 months 4 blasts 3 months 6 months 50/campus 3/campus 3 flightts 3 flights 50/campus 3 flightts 50/campus 3 flightts 50/campus 3 flightts 50/campus 3 flightts 3/campus 3 flights 3/campus 3 flights 3/campus 3 flights 3/campus 3 flights 50/campus 3/campus 3 flightts 3 flights 50/campus 3/campus 3 flightts 3 flights 50/campus 3/campus 3 flightts 3 flights 50/campus 3/campus 3 flightts 3 flights Café Tabling 2 events/ 2 cafes 2 events/ 1 café 2 events/ 1 café 2 events/ 1 café Com Col Transfer Fairs $2,000 $10,000 $1,000 2 3-wk flights traffic tags 2 3-wk flights traffic tags $3,000 $3,000 4 blasts 2 3-wk flights traffic tags $4,000 $3,000 4 blasts 3 months 4 blasts 3 months 4 blasts 3 months 2 events/ 1 café Local Radio $3,000 4 blasts 6 months Local AACC Sponsorships $10,000 $5,000 2 3-wk flights traffic tags $5,000 2 events/ 2 cafes $4,000 4 blasts $6,000 4 blasts $3,000 4 blasts $10,000 $5,000 4 blasts 3 months 2 events/ 2 cafes $5,000 10
  11. 11. Market Coverage – Opportunity Community college program allows us to start developing opportunities in markets where metro leadership is ready. Strategies Inquiry Gap New Location Specifics Opportunity Tinley Park Columbus New Jersey Other Campus Markets Queens New York Schools Joliet, Moraine Valley, Prairie State Central Ohio Tech, Columbus State, Marion Tech Brookdale, Middlesex, Ocean County, Bergen, Passaic CUNY Bronx, CUNY LaGuardia, CUNY Queensborough Tactics Creative Newspapers 6 FP/4C 4 blasts Café Tabling Com Col Transfer Fairs $3,000 50/campus 3/campus 3 flightts 3 flights 4 blasts 3 months 6 FP/4C 50/campus 3/campus 3 flightts 3 flights 4 blasts 3 months 50/campus 3/campus 3 flightts 3 flights 4 blasts 3 months 4 blasts 3 months $3,000 4 blasts 3 months $2,000 4 blasts 3 months $5,000 Bucks County, Philadelphia, Montgomery 6 FP/4C N. Virginia, Montgomery 6 FP/4C Kansas City Johnson County, KC KS, Metropolitan (5) 6 FP/4C Dayton Clark State, Sinclair 6 FP/4C Minneapolis Normandale, Minneapolis, St. Paul 6 FP/4C Vegas Southern Nevada San Antonio NE Lakeview, San Antonio Perfect Storm covered in Addison/Chgo $3,000 50/campus 3/campus 3 flightts 3 flights Local Radio $5,000 6 FP/4C Local AACC Sponsorships $3,000 Washington, DC Emerging Metros E-Mail Coffee Sleeves NA Philadelphia Lenexa Media Posters Boards 50/campus 3/campus 3 flightts 3 flights Fixed Outdoor Kiosks 6 FP/4C 6 FP/4C 50/campus 3 flightts 50/campus 3 flightts 50/campus 3 flightts 50/campus 3 flightts 50/campus 3 flightts 50/campus 3 flightts 3/campus 3 flights 3/campus 3 flights 3/campus 3 flights 3/campus 3 flights 3/campus 3 flights 3/campus 3 flights 4 blasts $2,000 4 blasts $3,000 4 blasts 3 months $1,000 4 blasts 3 months $2,000 11
  12. 12. FY11 Budget - $1.5 million Community college plan is currently coming in under budget. However, the addition of 2 schools in Florida, 2 schools in New Jersey, and 3 schools in Minneapolis will boost the spend. Recommendations for the remaining $: • Increase OLA which covers all markets. • Support new initiatives that become available. • Expand existing initiatives – i.e., more e-mail, more tabling events, etc. • Add more local AACC sponsorships for markets with staff to facilitate that effort. Tactics Newspapers $315,647 Production Other Costs Landing Page Promo Items Collateral Local Outreach Posters $47,000 $1,685 $40,000 $10,000 $5,000 $30,000 $85,000 Media Boards $33,370 $1,095 Fixed Outdoor Kiosks $58,430 E-Mail $112,992 Coffee Sleeves $94,936 Café Tabling $36,000 Com Col Transfer Fairs $84,000 Local AACC Sponsorships $30,000 Total Local Radio $160,000 Subtotal Local OLA AACC Pubs AACC Web AACC Meeting Subtotal National GRAND TOTAL (incl other) $972,375 $2,780 $975,155 $200,000 $22,200 $7,500 $15,000 $244,700 $1,304,855 12
  13. 13. Marketing Calendar Timing to coincide with critical points in community college academic year and national media schedule. Tactic JUL AUG SEP OCT NOV DEC LOCAL JAN FEB MAR APR MAY JUN Newspapers Posters Media Boards Outdoor Kiosks* E-Mail Coffee Sleeves* Café Tabling Events* Transfer Fairs Local Radio* NATIONAL OLA AACC Pubs CC Times Website CC Journal AACC Meeting * Select markets where available. 13
  14. 14. Creative Assets Asset Status Deadline Landing page Brief complete, job submitted w/o 7/5 September URL card Brief complete, job submitted w/o 7/5 September AACC print ad Brief complete, job submitted w/o 7/5 September AACC OLA banner Brief complete, job submitted w/o 7/5 September AACC show materials Needs project brief Newspaper ads Tweak RT ads October Posters/Media Boards Tweak RT assets October Outdoor kiosks Needs project brief 2Q Coffee sleeves Needs project brief 2Q E-mail templates/copy Tweak existing November OLA banner Tweak existing September Radio traffic tags Needs project brief 3Q 3Q 14
  15. 15. FY10 Community College Pilot Program 15
  16. 16. Community College Pilot Markets Seattle: • Bellevue CC • Green River CC • Pierce CC • Highline CC Columbus: • Columbus State • Central Ohio CC • North Central Ohio CC • Marion Tech Bay Area: • Skyline CC • • • • College of San Mateo Chabot CC Ohlone CC Mission CC Los Angeles: • Long Beach CC Dallas: • Tarrant CC • Richland CC • Santa Monica CC • Mt. SAC CC Austin: • Austin CC Atlanta: • Georgia Perimeter • • • • Chattahoochee Tech Gwinnett Tech DeKalb Tech Atlanta Tech Miami: • Miami Dade CC • Broward CC Perfect Storm 16
  17. 17. Community College Media Strategy Reach and frequency campaign utilizing multiple channels while maintaining a consistent on-campus presence. 1 February 8 15 22 1 8 March 15 April 22 29 5 12 May 19 26 3 10 17 24 OLA 2 million impressions/ month for 3 months on unique ed network Dept. Mailing Letter w/posters to dept heads at all community colleges in market Newspapers 3 insertions - Feb-Mar-Apr Table Tents 2 runs in cafeterias, lounges, libraries, etc. Kiosks 3-D structure, 5'7" tall, 1 each in transfer office & career services office Posters 8'1/2 X 11, 4C, on bulletin boards Media Posters Size 18 X 24, 4C, stand-alone locations (i.e., near ATMs) E-mail 1 e-mail blast 17
  18. 18. Community College Demand Capture - Web Page Call to Action in text and tile link to the community college landing page. 18
  19. 19. Demand Capture – Landing Page New Field – will be accessible via notes field in CRM Leveraging “Big Bang” language to drive mix/match volume Persistent source codes allow us to track the campaign. 19
  20. 20. Community College Creative: Perfect Storm Kiosk Poster 20
  21. 21. Community College Budget for the Pilot MIAMI AUSTIN DALLAS LOS ANGELES BAY AREA COLUMBUS SEATTLE ATLANTA TOTAL $2,400 $1,200 $4,500 $9,300 $5,700 $1,200 $3,600 $2,400 $30,000 Dept. Mailing $625 $625 $625 $625 $625 $625 $625 $625 $5,000 Newspapers $4,820 $8,861 $15,700 $11,580 $18,351 $0 $6,755 $0 $73,025 Table Tents $5,037 $1,989 $2,382 $4,450 $2,564 $1,817 $1,132 $4,485 $25,919 Kiosks $1,780 $890 $1,780 $2,670 $3,560 $3,560 $1,780 $0 $19,580 Posters $3,778 $1,491 $1,787 $3,337 $1,924 $1,377 $848 $2,704 $19,171 Media Posters $2,085 $825 $990 $1,830 $1,080 $765 $465 $1,560 $11,919 E-mail $2,784 $1,077 $1,348 $2,904 $1,439 $1,000 $621 $1,243 $13,057 Market Total $23,309 $16,959 $29,112 $36,697 $35,244 $10,344 $15,827 $13,017 $197,671 OLA 21
  22. 22. Community College Creative: General 22
  23. 23. Community College Campaign September – November 28, 2010 23
  24. 24. FY11 Community College Strategy Priority #4 Priority #3 Improve Inquiry Efficiency Accelerate organic inquiry generation Drive further inquiry optimization Drive web traffic through ads and collateral materials. Use data from inquiry form to help refine tactics and target schools. 24
  25. 25. Community College Program - MySpace Impressions Clicks CTR Spend Inquiries CPI Oct 7,346,263 6,123 .083% $16,067 140 $115 Nov 3,201,033 3,443 .108% $6,994 93 $75 Total 10,547,296 9,566 .091% $23,061 233 $99 Community College Program - OLAMySpace Visits Page Views September 17 85 October 2410 4482 November 2435 4365 Total 4892 8932 25
  26. 26. Community College Program - Facebook Impressions Clicks CTR Spend Inquiries CPI Oct 14,016,095 3,634 .026% $16,819 163 $103 Nov 14,243,654 3,469 .024% $15,344 231 $66 Total 28,259,749 7,103 .025% $32,163 394 $82 Community College Program - OLAFacebook Page Visits Views September 2 8 October 1610 5012 November 2959 7777 Total to Date 4571 12797 26
  27. 27. Community College Program – Coffee Sleeve V1 Community College - Coffee Cup Sleeve 1 September October November Total to Date Visits Page Views 12 187 100 2800 0 0 112 2987 27
  28. 28. Community College Program – Coffee Sleeve V2 Community College - Coffee Cup Sleeve 2 Visits Page Views September 4 26 October 6 77 November 3 34 Total to Date 13 137 28
  29. 29. Community College Program – College Newspaper Community College Program - Newspapers Visits Page Views September 4 24 October 32 249 November 30 288 Total to Date 66 561 29
  30. 30. Community College Program – Poster, Media Kiosk Community College Program - Poster, Media Kiosk September October November Total to Date Visits 15 206 24 245 Page Views 333 3358 269 3960 30
  31. 31. Community College Program – devry.edu/college-transfer FY10 Community Colleges Visits Page Views September 44 374 October 34 264 November 56 503 Total to Date 134 1141 Team of DVU community college outreach, MMD’s, and brand team members met and decided that information will live on the DeVry.edu website and that printed collateral will consist of a card to be handed out to prospective students to drive them to that content. 31
  32. 32. Community College Program – Email Campaign Visits 2,000 1,750 1,500 1,250 1,000 750 500 250 0 09/15 09/22 09/29 10/06 10/13 10/20 10/27 11/03 11/10 11/17 Community College Program - Email Campaign Visits Page Views September 0 0 October 0 0 November 3136* 3210* Total to Date 3136 3210 * Metrics Calculated Using Google Analytics # Sent Opens Clicks To Inq Form To Trsf Stdt Page 694,235 59,472 10,142 3,734 4,820 8.6% 1.5% 36.8% 47.5% Source: Campus Media 32
  33. 33. Community College Program – Form Landing Page Spike in traffic to Community College & Transfer Student landing page on 11/14 due to email drop. DeVry2.com/landing42 Visits Page Views September 897 1160 October 629 823 November 3463 3708 Total to Date 4989 5691 33
  34. 34. Inquiry Mix and Performance 140 120 100 80 60 Events Internet 40 20 0 Inquiries Apps Inq/App S tudents Inq/S tudent Event s 252 6 2.4% 0 0.0% Int ernet 510 60 11.8% 20 3.9% Tot al 762 66 8.7% 20 2.6% Note: Inquiries shown here are those we can trace directly to a community college source code. As can be seen on previous slides on web traffic, prospects are viewing many pages of the site and may not be completing the dedicated community college inquiry form reducing our ability to track them. 34
  35. 35. Inquiry Performance by Region DeVry US Online Inquiry Count Application Count California Conv DeVry US Onsit e New S tudent Count Inquiry Count Application Count Conv New S tudent Count E vent 94 1 1.06% 0 Internet 35 3 8.57% 2 129 4 3.10% 2 16 3 18.75% 1 Tot al 16 3 18.75% 1 E vent 148 4 2.70% 0 Internet 92 12 13.04% 2 Tot al 240 16 6.67% 2 E vent 4 1 25.00% 0 Internet 55 6 10.91% 3 Tot al 59 7 11.86% 3 6 0 0.00% 0 Internet 19 1 5.26% 0 Tot al 25 1 4.00% 0 Internet 28 6 21.43% 5 Tot al 28 6 21.43% 5 Tot al Mountain E vent Internet North Central North E ast Online E vent Internet S outh Central S outh E ast Tot al 265 29 Tot al 265 29 7 10.94% 7 E vent E vent Event 252 6 2.38% 0 Int ernet 265 29 10.94% 7 245 31 12.65% 13 Tot al 265 29 10.94% 7 497 37 7.44% 13 9/ 5/ 2010 - 11/ 29/ 2010 - 1- 35
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×