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YHC AMA Webinar Presentation 1-7-13

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  • Jay
  • Jay
  • Jay
  • JayNotes: President Cox--catalyst for change2007, to transform from a 2-year transition institution to a 4-year destination institution. Defined and understood college with a strong 100 year legacy.Challenge—to create new meaning for Young Harris College, to redefine the brand. Goal: increase enrollment and retention required a concerted rebranding effort driven by Admissions and Communications & Marketing.
  • JayNotes: Redefine the Young Harris College brand while staying true to the College’s foundational beliefs; leverage the best of the old with the necessities of the new; and generate unprecedented new interest in the YHC brand Unique nature and personal focus in our new recruitment materials Utilize innovative strategies for prospecting and recruitment. Accelerate campaign to meet our targeted enrollment goal of 1,200 students by 2015. Original date: 2024Strong collaboration between Admissions, Communications & Marketing, and Lipman Hearne
  • Jay to Mark
  • Mark
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  • Mark to Denise
  • DeniseWe believe the greatest risk is letting your true potential go unrealized
  • DeniseWe believe the greatest risk is letting your true potential go unrealized
  • DeniseThe Enchanted Valley is our classroom.
  • DeniseWe believe the greatest risk is letting your true potential go unrealized
  • DeniseWe believe the greatest risk is letting your true potential go unrealized
  • Denise
  • Denise
  • DeniseEducating the whole person isn’t just about academics.Daring to risk greatness doesn’t end at graduation.
  • DeniseEducating the whole person isn’t just about academics.Daring to risk greatness doesn’t end at graduation.
  • DeniseMore than networking, our deep relationships are genuinely part of who we are.
  • DeniseMore than networking, our deep relationships are genuinely part of who we are.
  • DeniseEducating the whole person isn’t just about academics.Become decisive, self-assured and empathic leaders. About developing morals, integrity and humanity.Life-long learningDare to risk greatness (“opens up new parts of my psyche”)
  • DeniseEducating the whole person isn’t just about academics.Become decisive, self-assured and empathic leaders. About developing morals, integrity and humanity.Life-long learningDare to risk greatness (“opens up new parts of my psyche”)
  • DeniseDaring to risk greatnessEducating the whole person isn’t just about academics.Deep relationships
  • DeniseDaring to risk greatnessEducating the whole person isn’t just about academics.Deep relationships
  • DeniseDaring to risk greatness doesn’t end at graduation.Brand attributes from Manifesto:Aspire to goals that others may think unattainable – to dare yourself to embark on undiscovered paths
  • DeniseDaring to risk greatness doesn’t end at graduation.Brand attributes from Manifesto:Aspire to goals that others may think unattainable – to dare yourself to embark on undiscovered paths
  • DeniseParents important influencersOutcomes—important to illustrate results
  • DeniseExtended online as wellFirst place prospectives look
  • Denise to Jay
  • JayChanging dynamics of the student search—open to encouraging stealth applicants. Increased number of contacts.Strong metrics:Excellent framework to leverage the value added by our branding and marketing efforts. Admissions funnelYHC is among the top 1% in the country for thorough admissions funnel data available and knowing how to interpret it and use it to achieve goals: outstanding conversion rates. College has benefited from accurate predictability by protecting the integrity of the admissions funnel year after year. New accelerated enrollment strategy, effectively merged our Admissions team’s conversion tactics with our branding and marketing efforts Challenges going forward incl. willingness to pay among high achieving students. (high disc. Rates)Strategic use of financial aid—product offerings and institutional adaptation.Discount rate will probably stay the same—focus on total revenue, and target the discount to the right people. Mid term goal—grow fasterLong term goal—how do we grow? Discount Rate—use to grow revenue. Be more brand oriented in recruitment
  • JayKey lessons: open to stealth investigators; discount rate vs. net revenue
  • MarkLead generation oriented campaign/Advertising MarkUsed what YHC knew about changes in student behavior. Looked for students online. We launched a lead generation-oriented online advertising campaign aimed at prospective students.Prospect college decision-making process has changed and online marketing is a key component to attracting prospects and turning them into applicants. Instead of relying solely on traditional direct mail campaigns, we target and seek out stealth prospects. Target audiences within relevant academic and teen online content via search marketing, social media, streaming radio, and content sites.
  • Mark
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  • MarkNOTES:Tested, measured, and adjusted our approach throughout the campaign based on our results. MarkWhen our budget for paid search was maxing out, we increased our budgets to capture a larger audience. Also tested two online ad networks and shifted funds from one to the other based on early results.Relaunched our website (yhc.edu) and created a new interactive “virtual viewbook,” utilizing the online platform to create a unique mix of video, photography and student testimonials to introduce prospective students and their families to our brand (yhc.edu/exploremore).
  • Mark
  • Mark
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  • Mark to Denise
  • Denise
  • DeniseOur online advertising campaign performed better than industry averages in most categories, resulting in a significant increase in website traffic. Website visits increased by 21% year-over-year and unique visitors were up by 62%. We maxed out our initial paid search budgets and increased them to reach a larger audience. Total prospective students visits up by 24% over the previous year—making it the highest total in the College’s history, Record attendance at every one of our Visitation Days. Total applications increased by 14% over the previous year. Significantly, yield increased by 8 points, the equivalent of about 80 more students.Deposits increased by 18%.Enrollment for 2012-2013 year: The largest freshman class in Young Harris College history: 437; Total new students: 465; and Record total enrollment: 1,035.
  • Denise—Please provide details for this slide
  • Denise
  • Transcript

    • 1. How Branding Helped Transform a 2-Year Institution Into a 4-Year Success:The Young Harris College Story1/9/13
    • 2. Summary 1. Listen and push hard when it comes to branding.Lessons 2. Measurement is essential.Learned 3. Embrace and encourage stealth applicants. 4. Focus on net revenue not discount rate. 2012 AMA Higher Education Marketer of the Year Webinar 2
    • 3. Agenda • Vision and Goals • Our ApproachAgenda ◦ Branding ◦ Enrollment ◦ Paid Media & Inquiry Generation • Results 2012 AMA Higher Education Marketer of the Year Webinar 3
    • 4. Vision and Goals
    • 5. Vision and Goals • 2007: President Cathy Cox initiated plan to transform from a 2-Year ―transition‖ school to a 4-Year liberal arts destination • Master plan included: ◦ Establishing new, distinctive academic programs ◦ Improving and building new campus facilities ◦ Doubling enrollment ◦ Redefining the brand 2012 AMA Higher Education Marketer of the Year Webinar 5
    • 6. Vision and Goals Goals in redefining the brand: • Stay true to the College’s foundational beliefs • Leverage the best of the old and the necessities of the new ◦ Utilize innovative strategies for prospecting and recruitment • Generate unprecedented new interest in YHC ◦ Ultimately, accelerated the campaign to meet targeted enrollment goal of 1,200 students by 2015 (9 years early) • Leverage strong collaboration between Admissions and Communications & Marketing 2012 AMA Higher Education Marketer of the Year Webinar 6
    • 7. Our Approach
    • 8. The Virtuous Circle BRAND ENROLLMENT Position YHC in the Increase enrollment minds of key audiences. of qualified, good-fit(Get in the consideration set.) students.
    • 9. Defining the YHC BrandKey Brand Inputs External Perceptions Internal Perceptions Core BRAND Institutional Vision Competitive Analysis Reasons to Believe 2012 AMA Higher Education Marketer of the Year Webinar 9
    • 10. Defining the YHC BrandDefining the Young Harris ExperienceUncovered the essence of Young Harris College by speaking withstakeholders during campus visit• Overall, the ―Young Harris Experience‖ was difficult to describe by all• However, everyone was on-message and used similar words or phrases to describe YHC’s unique essence 2012 AMA Higher Education Marketer of the Year Webinar 10
    • 11. YOUNG HARRIS COLLEGE BRAND PLATFORM
    • 12. PROOF • Strong connection to global responsibility and citizenship (inspired by the Methodist foundation) • Size creates: intimate relationships, widespread leadership opportunities, enduring bondsYOUNG HARRIS COLLEGE BRAND • Appalachian setting with three ecosystems allows for unparalleled learning and extra curricular opportunities PLATFORM • Unique programs such as Outdoor Leadership and Business/Public Policy have been created to connect to world and changing education needs • Leadership personifies Young Harris College and is central to the close-knit community • History of being a stepping stone to success and notable achievements for its four-year grads • Growing access to resources—natural, financial, human, athletic, academic, etc. POSITIONING For those daring enough to take the undiscovered path, Young Harris is the perfect environment, deliberately adapting to the evolving world MISSION Young Harris believes in a lifelong drive to “Educate, Inspire, Empower.” Through its liberal arts education and unique natural environment, YHC encourages intellectual curiosity and educate the whole person, with diverse educational, recreational, social and cultural experiences. This will help prepare students for the ever-changing world so they will exemplify environmental awareness, stewardship and service to the community.
    • 13. PAYOFF “I have the confidence to PERSONALITY challenge myself to take PLEDGE The intelligent risk-taker and chances and succeed” We are committed to steward for change providing an unexpectedly personal and accepting Characteristics: environment that embraces • Bold exploration of all kinds • Dedicated • Enterprising • Actively conscious • Warm PROOF • Strong connection to global responsibility and citizenship (inspired by the Methodist foundation) • Size creates: intimate relationships, widespread leadership opportunities, enduring bondsYOUNG HARRIS COLLEGE BRAND • Appalachian setting with three ecosystems allows for unparalleled learning and extra curricular opportunities PLATFORM • Unique programs such as Outdoor Leadership and Business/Public Policy have been created to connect to world and changing education needs • Leadership personifies Young Harris College and is central to the close-knit community • History of being a stepping stone to success and notable achievements for its four-year grads • Growing access to resources—natural, financial, human, athletic, academic, etc. POSITIONING For those daring enough to take the undiscovered path, Young Harris is the perfect environment, deliberately adapting to the evolving world MISSION Young Harris believes in a lifelong drive to “Educate, Inspire, Empower.” Through its liberal arts education and unique natural environment, YHC encourages intellectual curiosity and educate the whole person, with diverse educational, recreational, social and cultural experiences. This will help prepare students for the ever-changing world so they will exemplify environmental awareness, stewardship and service to the community.
    • 14. PAYOFF “I have the confidence to PERSONALITY challenge myself to take PLEDGE The intelligent risk-taker and chances and succeed” We are committed to steward for change providing an unexpectedly personal and accepting Characteristics: BIG IDEA environment that embraces • Bold exploration of all kinds • Dedicated • Enterprising Venture unconventionally • Actively conscious • Warm PROOF • Strong connection to global responsibility and citizenship (inspired by the Methodist foundation) • Size creates: intimate relationships, widespread leadership opportunities, enduring bondsYOUNG HARRIS COLLEGE BRAND • Appalachian setting with three ecosystems allows for unparalleled learning and extra curricular opportunities PLATFORM • Unique programs such as Outdoor Leadership and Business/Public Policy have been created to connect to world and changing education needs • Leadership personifies Young Harris College and is central to the close-knit community • History of being a stepping stone to success and notable achievements for its four-year grads • Growing access to resources—natural, financial, human, athletic, academic, etc. POSITIONING For those daring enough to take the undiscovered path, Young Harris is the perfect environment, deliberately adapting to the evolving world MISSION Young Harris believes in a lifelong drive to “Educate, Inspire, Empower.” Through its liberal arts education and unique natural environment, YHC encourages intellectual curiosity and educate the whole person, with diverse educational, recreational, social and cultural experiences. This will help prepare students for the ever-changing world so they will exemplify environmental awareness, stewardship and service to the community.
    • 15. Expressing the YHC BrandBig Idea ManifestoWe believe you should aspire to goals that others may think unattainable – to dare yourself to embark on undiscovered paths. We believe in embracing uncertainty with curiosity and intelligence, knowing that, if we don’t, what we risk most is letting our true potential remain unrealized. We believe no one should live a life defined by ―What if?‖It is with this philosophy in mind that Young Harris forges ahead on its mission to “Educate, Inspire and Empower.” To create an environment where close relationships form, grow, and thrive, often in unexpected ways—and endure beyond our campus. Where you feel the sort of support needed to risk and achieve—to become decisive, self-assured and empathic leaders. An environment grounded in the belief that educating the whole person isn’t just about academics, but also about developing morals, integrity and humanity—qualities all too often overlooked in higher education.This is Young Harris College. A place filled with infinite opportunities that asks only one thing in return: your willingness to be bold, to risk greatness – to venture unconventionally. 2012 AMA Higher Education Marketer of the Year Webinar 15
    • 16. Expressing the YHC BrandBig Idea ManifestoWe believe you should aspire to goals that others may think unattainable – to dare yourself to embark on undiscovered paths. We believe in embracing uncertainty with curiosity and intelligence, knowing that, if we don’t, what we risk most is letting our true potential remain unrealized. We believe no one should live a life defined by ―What if?‖It is with this philosophy in mind that Young Harris forges ahead on its mission to “Educate, Inspire and Empower.” To create an environment where close relationships form, grow, and thrive, often in unexpected ways—and endure beyond our campus. Where you feel the sort of support needed to risk and achieve—to become decisive, self-assured and empathic leaders. An environment grounded in the belief that educating the whole person isn’t just about academics, but also about developing morals, integrity and humanity—qualities all too often overlooked in higher education.This is Young Harris College. A place filled with infinite opportunities that asks only one thing in return: your willingness to be bold, to risk greatness – to venture unconventionally. 2012 AMA Higher Education Marketer of the Year Webinar 16
    • 17. Expressing the YHC BrandCreative Goals Brought the YHC positioning and big idea to life in a way that: • Conveys YHC’s key points of differentiation • Communicates the personality and character • Communicates how the College’s unique environment drives personal exploration • Builds awareness of YHC’s 4-year college status • Connects with the target audience 2012 AMA Higher Education Marketer of the Year Webinar 17
    • 18. Expressing the YHC BrandYoung Harris College Brand Messages Key messages to be communicated: • We believe the greatest risk is letting true potential remain unrealized. • Educating the whole person isn’t just about academics. • The Enchanted Valley is our classroom. • More than networking, our deep relationships are genuinely part of who we are. • Daring to risk greatness doesn’t end at graduation. 2012 AMA Higher Education Marketer of the Year Webinar 18
    • 19. Expressing the YHC BrandNew Enrollment MaterialsCreative Concept:We believe thegreatest risk is lettingyour true potentialremain unrealized.Dare to _____.Why study, teach, leadhere? 2012 AMA Higher Education Marketer of the Year Webinar 19
    • 20. Expressing the YHC BrandRoad piece: What will you dare to be? 2012 AMA Higher Education Marketer of the Year Webinar 20
    • 21. Expressing the YHC BrandRoad piece: What will you dare to be? We want you to explore, experience and accomplish everything you’d expect at college—plus a few things you’ve never thought of before…We believe you should aspire to goals others may think unattainable. Dare to embark on undiscovered paths. Go beyond your comfort zone and take a chance on yourself. 2012 AMA Higher Education Marketer of the Year Webinar 21
    • 22. Expressing the YHC BrandView book—The experience at YHC wasindescribable. Until now… 2012 AMA Higher Education Marketer of the Year Webinar 23
    • 23. Expressing the YHC Brand View book—The experience at YHC was indescribable. Until now…We believe the greatest risk is letting your truepotential remain unrealized. At Young HarrisCollege, it’s our goal to ensure that doesn’thappen. 2012 AMA Higher Education Marketer of the Year Webinar 24
    • 24. Expressing the YHC BrandView book: Outside of the classroom 2012 AMA Higher Education Marketer of the Year Webinar 25
    • 25. Expressing the YHC Brand View book: Outside of the classroomThere’s a go-getter attitude oncampus, so it’s natural to lead or evencreate your own organization. 2012 AMA Higher Education Marketer of the Year Webinar 26
    • 26. Expressing the YHC BrandView book—Dare To: Save the world oneperson at a time 2012 AMA Higher Education Marketer of the Year Webinar 27
    • 27. Expressing the YHC Brand View book—Dare To: Save the world one person at a time―A small liberal arts school is not what I had in mind.But now I realize any other place wouldn’t have beenme. My friends get lost at big state schools and don’thave the closeness that I have here.‖―I take on as much as I can handle – academically orsocially – because I’m interested in tasting a little ofeverything. That’s what college is for, and that’s what aliberal arts education does best.‖ 2012 AMA Higher Education Marketer of the Year Webinar 28
    • 28. Expressing the YHC BrandView book—Dare To: Stay on top of mygame 2012 AMA Higher Education Marketer of the Year Webinar 29
    • 29. Expressing the YHC Brand View book—Dare To: Stay on top of my game―It all comes together here. Mycoach, professors and teammates help mebalance academics with athletics so I canmaintain my 4.0 while we win achampionship...No one would look out for me like the people atYHC.‖ 2012 AMA Higher Education Marketer of the Year Webinar 30
    • 30. Expressing the YHC BrandView book—Dare To: Embrace power 2012 AMA Higher Education Marketer of the Year Webinar 31
    • 31. Expressing the YHC Brand View book—Dare To: Embrace power―I want to work on academic and policyproblems, then help implement…solutions.I’ll take the responsibility to keep things inbalance.‖―This place opens up new parts of my psyche.I look off to the mountains and feel very muchalive and inspired to do anything.‖ 2012 AMA Higher Education Marketer of the Year Webinar 32
    • 32. Expressing the YHC BrandView book—Dare To: Follow my dream tothe stage 2012 AMA Higher Education Marketer of the Year Webinar 33
    • 33. Expressing the YHC Brand View book—Dare To: Follow my dream to the stage―[Vienna is] my favorite place. The opera house isgorgeous, and I know someday I’ll be back toperform.‖―Honestly if I’d gone anywhere else I wouldn’t be asgood as I am now. Young Harris brought out my truetalent and personality.‖ 2012 AMA Higher Education Marketer of the Year Webinar 34
    • 34. Expressing the YHC BrandView book—Dare To: Venture out on my own 2012 AMA Higher Education Marketer of the Year Webinar 35
    • 35. Expressing the YHC BrandView book—Dare To: Venture out on my own ―My training translates to job opportunities…Instead of taking lavish vacations, Americans are seeking thrills closer to home. And they will hire me to lead those rock-climbing or kayaking adventures.‖ 2012 AMA Higher Education Marketer of the Year Webinar 36
    • 36. Extending the YHC BrandParents & Outcomes Brochures 2012 AMA Higher Education Marketer of the Year Webinar 37
    • 37. Extending the YHC BrandPrint Advertising 2012 AMA Higher Education Marketer of the Year Webinar 38
    • 38. Extending the YHC BrandWebsite and Virtual Viewbook 2012 AMA Higher Education Marketer of the Year Webinar 39
    • 39. Enrollment
    • 40. Enrollment Strong Admissions team • Excellent leadership • Solid Admissions funnel metrics • Accurate predictability Changing dynamics of student search • Open to encouraging ―stealth applicants‖ Increasing retention • On par with peer institutions despite recent shift to four year college Challenging discount rates 2012 AMA Higher Education Marketer of the Year Webinar 41
    • 41. EnrollmentAddressing the Discount Rate Carefully managing the discount rate to support enrollment and revenue goals • Focused on total net revenue, not discount rate • Shaping the applicant pool academically and by ability to pay in order to improve profile and manage the discount rate • Designing a financial aid leveraging strategy that directly supports enrollment and revenue goals Need to build brand equity in order to increase willingness to pay • Looking to bring discount rate down over time 2012 AMA Higher Education Marketer of the Year Webinar 42
    • 42. Paid Media & Inquiry Generation
    • 43. Paid Media & Inquiry Generation 2012 AMA Higher Education Marketer of the Year Webinar 44
    • 44. Paid Media & Inquiry GenerationDigital is a key piece of college & university ad plans• On average, digital is 50% of Lipman Hearne’s clients’ media plans• Maximize paid search• Display complements SEM• Awareness/image oriented media drive website traffic• SEO a key component 2012 AMA Higher Education Marketer of the Year Webinar 45
    • 45. Paid Media & Inquiry Generation Objectives Increase attendance at Visitation Days Generate inquiries Media strategy Use call-to-action messaging around key event dates by:Inquiry • Leveraging behavioral targeting to reconnect with students once they have visited YHC.eduGeneration Ad • Use high composition vehicles to efficiently target key audiencesCampaign • Geo-target for better efficiencies Media plan parameters Primary target audience: Prospects Geography • State of GA: 80/20 N-S split for Display • National: Search-only for signature programs Timing • Prior to Visitation Day events 2012 AMA Higher Education Marketer of the Year Webinar 46
    • 46. Paid Media & Inquiry GenerationInquiry Generation Ad CampaignMedia Channels 2012 AMA Higher Education Marketer of the Year Webinar 47
    • 47. Paid Media & Inquiry GenerationWebsite Traffic Steady increase in traffic year over yearTitle of Image Slide-1 Source: Google Analytics 9/29/10 – 5/31/11 to 9/29/11 – 5/31/12 2012 AMA Higher Education Marketer of the Year Webinar 48
    • 48. Paid Media & Inquiry GenerationAdvertising Stats Banners and clicks driving a significant amount of ―post-view/click‖ traffic • And traffic from ―clicks‖ is turning into traffic on other pages View Post View Post re:fuel Thru Click Pandora Thru ClickTitle homepage 480 Slide-1 of Image 10 visit campus 715 3,163 visit campus 1,347 13,419 homepage 560 33 admissions 55 8 admissions 69 29 degrees majors 25 4 degrees majors 28 17 request info 4 6 request info 5 8 application 10 3 application 13 6 page page virtual tour 0 1 virtual tour 1 2 * view thru: when the user has seen an ad but not clicked on it and still ended up on the destination website within 30 days * post click: when the user has clicked on an ad and ended up on the various pages in the destination website after clicking. 2012 AMA Higher Education Marketer of the Year Webinar 49
    • 49. Paid Media & Inquiry GenerationSearch MarketingGoogle, Yahoo! & Bing hit their daily budget consistently suggesting opportunityfor increased spendingGrew traffic further by increasing budget just within Google Source: Google Adwords 2012 AMA Higher Education Marketer of the Year Webinar 50
    • 50. Paid Media & Inquiry GenerationTracking ResultsDeveloping comprehensive―Marketing Dashboard‖ to track keymetrics• Paid media activity (search results, online ad performance)• Website traffic and engagement• Admissions results (e.g., inquiries, apps, accepts, enrolled)• Social media engagement• Media relations influence (mentions, reach, etc.)For paid media, goal is to directly tieads to web trafficand, ultimately, conversion• Requires setting up appropriate coding and tagging for ads and website 2012 AMA Higher Education Marketer of the Year Webinar 51
    • 51. Results
    • 52. Results Increase in Visits to YHC.edu Visits Increased by 21% Unique Visits Increased by 58% 245,912 140,603 150000 Title of Image Slide-1240000210000 203,696 130000 110000 89,167180000 90000150000 70000 50000120000 Nov 2010 - Jun 2011 Nov 2011 - Jun 2012 Nov 2010 - Jun 2011 Nov 2011 - Jun 2012 Visits: calculates how many times a person comes to your site Unique Visitors: calculates how many different people come to your site Source: Google Analytics 2012 AMA Higher Education Marketer of the Year Webinar 53
    • 53. ResultsThe Results Increased Inquiry • Prospective student visits up by 24% over the previous year • Record attendance at all visitation days • 14% increase in total applicants Increased Enrollment—2012-2013: • Largest freshman class in YHC history – 437 • Total new students – 465 • Record total enrollment – 1,035 2012 AMA Higher Education Marketer of the Year Webinar 54
    • 54. ResultsThe Results Impact on Campus • More student housing • Orientation program incorporated Dare To concept • Increased awareness and buy-in from students, faculty, and administration Impact on Marketing • Extremely positive reaction in the field • Captures attention and initiates conversation Impact on Future Goals • Accelerated enrollment goal and increased budget to support growth 2012 AMA Higher Education Marketer of the Year Webinar 55
    • 55. Thank you.

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