FIA Queensland Social Media and Fundraising Presentation
How we are marketing Temple College-FINAL
1. How we market
Temple College
(and how you can help)
All-College Day Presentation
January 9, 2017
Ellen Davis, Director of Marketing and Media Relations
2. Why do we need to market
Temple College?
2010 2011 2012 2013 2014 2015 2016
Enrolled 6,021 5,816 5,554 5,740 5,413 5,234 5,098
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Fall Enrollment
2010 - 2016
SET VOLUME TO 20 Good morning! Happy New Year! To those of you who are new to Temple College – welcome!
Dr. Smith asked me to talk to you this morning about how we market Temple College and how all of you can help in our efforts. Before I get to this, I want to talk for just a minute about WHY we all need to market Temple College.
As you can see from this chart, our enrollment has been declining steadily since 2010, with the exception of a brief uptick in 2013. We are staffed to teach more students than we currently have, so right now we are not bringing in enough students to cover our fixed costs. If you were here for All-College Day in the fall, you heard President Barron talk about how we have commissioned our first-ever market research study. We are hoping this study will give us some insight into WHY our enrollment numbers are dropping. Depending on the results of this study – which we should have soon – we may go in a whole different direction with our marketing efforts. But what I am going to talk to you about today is how we CURRENTLY are marketing the college.
The first thing I want to talk about is our website, because that is one of our main marketing tools. Most of the other things I am going to talk to you about later are designed to draw traffic to our website. Once they get there, we hope it will peak their interest enough to apply or come for a tour. The website we have now was launched 2 years ago and we are still tweaking it. We have many audiences for our website, but our main audience is prospective students. So what you see on the home page is designed to appeal to prospective students. Over the break, we made some more minor tweaks to the website. The main change you will notice is some changes to the navigation bar at the top of the website. We now have a box that lets visitors identify themselves in terms of who they are , such as current students or prospective students.
We now have a page that is designed just for prospective students.
Another relatively new page I want to point out is our Pride Points page, which summarizes some of our major marketing points. So if you are ever looking for some good talking points about the college, you can go to this page, which can be found off our News and Press page.
We are very lucky to have great webmaster – Lindsay Williams. (Lindsay, could you please stand so everyone can see who you are if they have not met you yet?) Lindsay handles the overall functionality of our website and the top level pages, but we rely on departments to make sure content on individual pages is up to date. So before classes start next week, please take a look at your pages and make sure they are up to date. You can write Lindsay at webmaster@templejc.edu if you need training on how to update your pages.
One thing that really helps market our institution is good photography. Your web pages will be a lot more appealing if you have good photos on them.
We are very fortunate to have a great photographer on our staff here named Steve Lemmons. (Steve – can you stand so people can see who you are?)
In the past year, Steve has gotten some great photos of all our health professions departments, but we still need photos of a lot of our other departments. So if you have not yet worked with Steve to get photos of your department or program, please write him at photo@templejc.edu. I can use the photos Steve takes for a lot of things in addition to our website, and I will show you some of those things in a minute.
So now I am going to talk about some of the other things we do to market Temple College. One of these is advertising. We spend about $50,000 a year on advertising, and part of my job is deciding how to allocate this. How many of you have seen our billboards?
In the past year and a half we have put a variety of billboards up around town, especially in areas where our enrollment is down.
Over the break we also purchased ads on one of the digital billboards on I-35.
We advertise regularly in all the papers where we have campuses, which is Temple, Taylor and Hutto. At a minimum, we do ads near the beginning and the end of each registration period.
Here is an ad in the Temple paper.
Here is an ad in the Hutto newspaper.
We also advertise all our fine arts events. While this is not direct marketing, it does help keep our name in the papers when we are not doing other advertising.
We also advertise some of our BCE course offerings.
This ad runs every day in the classified section of the local paper – where people seeking employment (and maybe a new career) might see it.
We also have run ads on the website of the Temple Daily Telegram.
We also purchase advertising in a variety of community publications that serve Temple, Taylor and Hutto, such as those published by the local Chambers of Commerce or the local newspaper. Here is an ad we ran on the back cover of the Central Texas Community Guide, which is published by the Temple Daily Telegram. This is where having Steve’s great photos comes in handy….
Here is our ad in the 2016 Guide to Temple, which is published by the Chamber of Commerce.
Here is an ad we placed in a local magazine called Bell County Living.
Here are some ads we placed in Chamber of Commerce publications in Hutto and Taylor.
Here are ads we bought in the street maps published in Taylor and Belton.
Here is an ad we placed in a community publication that serves Taylor and Hutto.
And here is an ad we placed in the health professions issue of Tex Appeal, which is distributed with the Temple Daily Telegram.
In the past year and a half, we have also started doing what is called digital marketing. This is where we get ads to appear on the computers or cell phones of people who might be prospective students. There are many different types of digital marketing.
There is a technique called “geofencing” where you deliver ads to people at a certain address. We have used this to target ads to students at local high schools.
There is a technique called “geotargeting” where you deliver ads to people within a certain number of miles. We have used that to target ads to people in Temple, Taylor and Hutto. There are also a lot of other digital marketing opportunities via mediums such as Instagram, Facebook, Pandora and YouTube, and we have been using those as well. As I mentioned at the beginning of our talk, the main goal of digital advertising is to drive people to our website, and the neat thing about digital advertising is that we can track exactly how many people go to our website as a result of these ads.
Here are some samples of digital ads.
We also have used digital advertising to promote some of our specific CTE programs as well as our CTE program in general.
Here are some digital ads we used to promote some of our specific CTE programs.
We have done Facebook ads to market the college as a whole as well as specific programs. Here is a Facebook ad that promotes the whole institution.
Here is a Facebook ad specifically promoting the vocational nursing program. This generated 466 clicks to our website.
We have run two different campaigns on Pandora. Our first campaign in Spring 2016 generated more than 1,500 clicks to our website. PLAY AUDIO (Button is in the middle of the icon)
Our Pandora campaign this past fall incorporated both audio AND video. Here is the audio campaign. PLAY AUDIO (Button is in the middle of the icon)
Here is the video ad we ran on Pandora in Fall 2016. (Play button is at left under black square)
We also have advertised on one of the local radio stations as well as a local ESPN radio station. This shows a banner ad that appeared on the ESPN website.
We have done a small amount of advertising on the television station that is out of Temple. Our most successful ads were the one that ran during the Olympics last summer, which President Barron mentioned at our fall meeting. Here is that ad for those of you who missed it.
I want to talk just briefly about social media, because that also helps us market the institution. We have accounts on Facebook, Twitter and Instagram. Our Facebook page now has more than 4,000 followers and our Twitter account has about 1,500 followers. . Our Instagram account, which was just started last year, has 255 followers.
Our office produces a variety of printed pieces to help promote the college. Last year we produced more than 70 different pieces, ranging from posters to commencement programs. Here are just a few samples. Part of my job is to make sure all our printed pieces have a similar look and feel, which helps us brand the college.
We added a marketing message to the back of our business cards.
Top: emery boards for teacher “goody bags.” Bottom: t-shirts for high school students.
This publication was inserted into the Temple Daily Telegram Dec. 18. I want to make sure we are always sharing our story with the community – not just when we need to pass a bond issue.
It is great to show examples of our students, faculty and staff doing things out in the community.
We have a couple people like Dr. Smith and Randy Simpson who are particularly good about this.
How you answer the phones, greet customers, etc. all play an important part in helping us market this institution. People who are not happy will take to social media, etc. and it is hard to counter those things. Satisfied customers are our best marketing tool!
Thank you for all you do. I am happy to answer questions.
