2011Online Higher Ed, Positioning Community Colleges


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  • AUGUSTO Online leaders included - a public university with one of the largest online education enrollments in the country, non-profit education organizations, and others, on the lack of national "online" visibility and accessibility into the large number of high quality online community college programs.
  • Over 60% of jobs in 2018 will need some level of higher education
  • 2011Online Higher Ed, Positioning Community Colleges

    1. 1. Online Higher Education: Positioning Community Colleges WCET 23 rd Annual Conference 2011 OnlineCommunityCollege.org America’s Public Community Colleges – Trusted, Affordable, Transferable SEARCH ∙ CONNECT ∙ EDUCATE
    2. 2. <ul><li>The American Association of Community Colleges (AACC), in collaboration with AboutEdu (a nonprofit online education consumer group), led discussions with online leaders from community colleges across the country. </li></ul><ul><li>OnlineCommunityColleges.org (OCC) has developed a plan to incubate a new and &quot;trusted“ single access search site for the online program offerings of community colleges. </li></ul>OnlineCommunityColleges.org The Start
    3. 3. <ul><li>Conclusions reached by the group: </li></ul><ul><ul><li>Online offerings of community colleges are often being excluded from online searches, students are too often </li></ul></ul><ul><ul><li> “ guided” to online education providers with the largest marketing budgets and the higher tuitions. </li></ul></ul><ul><ul><li>Community colleges, individually, cannot afford to effectively compete. Collectively, OCC can provide greater visibility and accessibility via a trusted&quot;  national searchable site to low income students, unemployed workers, and other underserved student populations. </li></ul></ul>OnlineCommunityColleges.org The Start - continued
    4. 4. <ul><li>One-Stop Access to Affordable Higher Education - a central, “trusted” website that will provide students with one-stop access to online program offerings of member community colleges nationwide </li></ul><ul><li>Student Focused Website – a student friendly site that incorporates advanced interactive tools to search, identify and self-select affordable online community college programs </li></ul>OnlineCommunityColleges.org Focus
    5. 5. <ul><li>Centralized Marketing and Communications – to increase the presence of participating community colleges’ online programs in online searches </li></ul><ul><li>Future Services - for our community colleges and their students - personalized student enrollment services, best practices in student support, and student retention/completion services </li></ul>OnlineCommunityColleges.org Focus
    6. 6. “ A merica cannot lead in the 21st century unless we have the best educated, most competitive workforce in the world.” President Barack Obama Remarks on Higher Education April 24, 2009 “ B y 2020, America will once again have the highest proportion of college graduates in the world... So tonight I ask every American to commit to at least one year or more of higher education or career training... every American will need to get more than a high school diploma.” President Barack Obama Address to Joint Session of Congress February 24, 2009
    7. 7. Education Requirements for Jobs, 2018 Georgetown University, Center on Education and the Workforce, 2010 p. 14 http://www9.georgetown.edu/grad/gppi/hpi/cew/pdfs/FullReport.pdf
    8. 8. Fastest-Growing Occupations Healthcare Professional Healthcare Technical STEM and Social Science Education Community Services and Arts Managerial and Professional Office Georgetown University Center on Education and the Workforce
    9. 9. <ul><li>How do students choose a </li></ul><ul><li>College? </li></ul>
    10. 11. OnlineCommunityColleges.org Why the Need?
    11. 12. OnlineCommunityColleges.org Online Marketing <ul><li>Is online marketing a priority for your college? </li></ul><ul><li>Is your marketing budget growing or shrinking? </li></ul><ul><li>Is your college visible beyond your geographic area? Do you want it to be? </li></ul><ul><li>Take a look at marketing examples from the panelists… </li></ul>
    12. 13. Anne Arundel Community College Marketing to Students – Jean Runyon, Dean, Virtual Campus <ul><ul><li>Print </li></ul></ul><ul><ul><ul><li>Postcards, newspaper </li></ul></ul></ul><ul><ul><ul><li>ads, mailers, schedules </li></ul></ul></ul><ul><ul><li>Television </li></ul></ul><ul><ul><ul><li>Local cable </li></ul></ul></ul><ul><ul><ul><li>Broadcast </li></ul></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><ul><li>College fairs </li></ul></ul></ul><ul><ul><li>Movie theaters </li></ul></ul>www.aacc.edu
    13. 14. Anne Arundel Community College Marketing to Students – Jean Runyon, Dean, Virtual Campus <ul><li>College Portal </li></ul><ul><ul><li>Virtual Campus Lounge </li></ul></ul><ul><ul><li>LMS </li></ul></ul><ul><li>Website </li></ul><ul><ul><li>Virtual Campus (homepage) </li></ul></ul><ul><li>MarylandOnline </li></ul>
    14. 15. Anne Arundel Community College Marketing to Students – Jean Runyon, Dean Virtual Campus <ul><li>AACC Tube </li></ul><ul><li>iTunes University </li></ul><ul><li>Second Life </li></ul><ul><li>Social networking </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul>
    15. 16. Broward College Marketing to Students – Russ Adkins <ul><li>Marketing for BC Online is embedded in overall college marketing strategy. </li></ul><ul><li>College Objectives: </li></ul><ul><ul><li>Transform the perception of Broward College to local high school students. </li></ul></ul><ul><ul><li>Keep Broward College top of mind with the general public in Broward County. </li></ul></ul>
    16. 17. Broward College Marketing to Students – Russ Adkins <ul><li>Media </li></ul><ul><ul><li>Radio - 3 stations (rap, hip-hop, </li></ul></ul><ul><ul><li>r&b, house, techno and the </li></ul></ul><ul><ul><li>entire top 40) </li></ul></ul><ul><ul><li>Print </li></ul></ul><ul><ul><ul><li>Caribbean Today </li></ul></ul></ul><ul><ul><ul><li>The Miami Herald </li></ul></ul></ul><ul><ul><ul><li>The Sun-Sentinel </li></ul></ul></ul><ul><ul><li>Cinema, Mall Media </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Outdoor </li></ul></ul><ul><ul><li>Bus ads </li></ul></ul>
    17. 18. Broward College Marketing to Students – Russ Adkins <ul><ul><li>Digital/web </li></ul></ul>
    18. 19. Rio Salado CC Marketing to Students – Todd Simmons <ul><li>Strategy: a multi-dimensional approach to marketing, enrollment management & brand identity. </li></ul><ul><li>Focus: to increase enrollments, foster partnerships & enhance the college’s public image. </li></ul><ul><li>Goal: to create and disseminate strategic information about our innovative college’s programs, products & services. </li></ul><ul><li>Method: advertising, college copy center functions, graphic design, media relations, outreach/call center, photographic services, recruiting & web design/development. </li></ul>
    19. 20. Rio Salado CC Marketing to Students – Todd Simmons <ul><li>Media Outlets: </li></ul><ul><li>Print (newspapers & magazines) </li></ul><ul><li>Outdoor (billboards, digital displays & mass </li></ul><ul><li>transit shelters) </li></ul><ul><li>Radio (Commercials, PSA’s, Specialty Radio Programs, On-air endorsements) </li></ul><ul><li>Television (Sponsorships with 0:15 ads & on-air mentions) </li></ul><ul><li>Direct Mail, Email & Phone Campaigns </li></ul><ul><li>Events, collateral materials & “ U @ Rio Salado Magazine” </li></ul>
    20. 21. Rio Salado CC Marketing to Students – Todd Simmons <ul><li>Media Outlets - continued: </li></ul><ul><li>Traditional & Social Media Relations </li></ul><ul><li>Web </li></ul><ul><ul><li>Web banners / </li></ul></ul><ul><ul><li>networks </li></ul></ul><ul><ul><li>Websites & web </li></ul></ul><ul><ul><li> directories </li></ul></ul><ul><ul><li>Video banners </li></ul></ul><ul><ul><li>Site Engine Optimization (SEO) </li></ul></ul><ul><ul><li>Tracking splash web pages </li></ul></ul><ul><ul><li>Web analytics </li></ul></ul>
    21. 22. Rio Salado CC Marketing to Students – Todd Simmons <ul><li>Our “Top of Mind” awareness ~250 million impressions and growing! </li></ul><ul><li>MARKETING & ENROLLMENT MANAGEMENT FLOWCHART </li></ul>Advertising PR / Social Recruiting & Other Activities Web Outreach Center Student Services/Affairs S T U D E N T S
    22. 23. Dallas TeleCollege Online Marketing to Students – Pam Quinn <ul><li>Targets </li></ul><ul><li>Emphasis on reaching </li></ul><ul><li>potential students </li></ul><ul><li>beyond DFW </li></ul><ul><li>African-Americans and Hispanics </li></ul><ul><li>Focusing on the student as a well </li></ul><ul><li>rounded person </li></ul><ul><li>Customer Service </li></ul><ul><li>Close relationship between advising and </li></ul><ul><li>marketing </li></ul><ul><li>Academic advisors building relationships </li></ul><ul><li>with students </li></ul><ul><li>Implementation of a CRM </li></ul>
    23. 24. Dallas TeleCollege Online Marketing to Students - continued <ul><li>Online Ads/Focus </li></ul><ul><li>National </li></ul><ul><li>Ads across national sites and </li></ul><ul><li>keyword search (USA Today, Baby </li></ul><ul><li>Center, Rachel Ray and beyond) </li></ul><ul><li>DallasObserver.com </li></ul><ul><li>PegasusNews.com </li></ul><ul><li>Al Dia - aldiatx.com </li></ul><ul><li>Collegeview.com </li></ul><ul><li>Local </li></ul><ul><li>Mix1029.com </li></ul>
    24. 25. Dallas TeleCollege Online Marketing to Students - continued <ul><li>Print – only in “special” education sections </li></ul><ul><li>Texas Monthly </li></ul><ul><li>Dallas Morning News </li></ul><ul><li>NEWSWEEK (Texas only) </li></ul><ul><li>Dallas Examiner </li></ul><ul><li>Al Dia </li></ul><ul><li>Misc </li></ul><ul><li>Dart Buses </li></ul><ul><li>Nat'l Hispanic College Fairs </li></ul><ul><li>University Newspapers </li></ul>
    25. 26. OnlineCommunityColleges.org OCC Members <ul><li>Who are the OCC members? </li></ul><ul><li>Anne Arundel CC, Broward College, Dallas TeleCollege Online, Darton College, Foothill College, Illinois Central College, Ivy Tech CC, Northern Virginia CC and </li></ul><ul><li>Rio Salado CC </li></ul><ul><li>Through Partnerships anything is possible… </li></ul>
    26. 27. <ul><li>TOGETHER : The OCC member colleges jointly: </li></ul><ul><ul><li>Serve more than 600,000 students nationwide </li></ul></ul><ul><ul><li>Have an inventory in excess of 2,000 online courses </li></ul></ul><ul><ul><li>Are helping to engage and educate other colleges on the initiative, and its timely importance </li></ul></ul>OnlineCommunityColleges.org Collaboratively
    27. 28. <ul><li>Opportunity to: </li></ul><ul><ul><li>Increase visibility and affordable access to: </li></ul></ul><ul><ul><ul><li>Displaced workers </li></ul></ul></ul><ul><ul><ul><li>Traditional students – needing direction and </li></ul></ul></ul><ul><ul><ul><li>Retooling </li></ul></ul></ul><ul><ul><ul><li>Skills enhancement </li></ul></ul></ul><ul><ul><ul><li>2 nd /3 rd careers </li></ul></ul></ul><ul><ul><li>Innovate and position community colleges for the future – keep viable and competitive </li></ul></ul><ul><ul><li>Together we can make a difference! </li></ul></ul>OnlineCommunityColleges.org Why Now?
    28. 29. <ul><ul><li>Increase value to the nation’s community colleges — </li></ul></ul><ul><ul><li> including online community colleges – positioning for a </li></ul></ul><ul><ul><li> change world and future </li></ul></ul><ul><ul><li>Respond to shrinking marketing budgets – opportunity </li></ul></ul><ul><ul><li> for a new market of students </li></ul></ul><ul><ul><li>External resources for national brand building campaigns and expertise and marketing </li></ul></ul><ul><ul><ul><li>Annually, billions of dollars are being spent on marketing by less cost effective competitors; while the already limited marketing </li></ul></ul></ul><ul><ul><ul><li>dollars of many community colleges are disappearing </li></ul></ul></ul>OnlineCommunityColleges.org Why Now? - continued
    29. 30. OnlineCommunityColleges.org Progress <ul><li>What has been happening? </li></ul><ul><ul><li>Building the foundation/infrastructure </li></ul></ul><ul><ul><li>Recruiting Community Colleges </li></ul></ul><ul><ul><li>Establishing guidelines for Corporate Sponsors </li></ul></ul><ul><ul><li>Building the OCC website… </li></ul></ul>
    30. 31. OnlineCommunityColleges.org Website
    31. 32. OnlineCommunityColleges.org Q & A <ul><li>Jean Runyon, Anne Arundel CC, [email_address] </li></ul><ul><li>Russ Adkins, Broward College, [email_address] </li></ul><ul><li>Todd Simmons, Rio Salado CC, [email_address] </li></ul><ul><li>Pam Quinn, DCCCD/LeCroy, [email_address] </li></ul><ul><li>For more information on the OnlineCommunityColleges.org contact Valerie Cavazos, [email_address] or 214-576-0917 </li></ul>