What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels) Hobsons University 2015

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5. National renowned public urban research university located in the heart of
Richmond, Va.
2 campuses less than 1 mile apart in the middle of the city.
Continue to build and thrive on a strong partnership with the city.
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6. More than 31,000 students from 105 countries
VCU is defined by it’s diverse student body. It’s what everyone says they love about
VCU.
Recent focus group of our summer scholars “I knew it was diverse but I didn’t
realize how diverse. I love it!”
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7. • #1 public graduate arts program in the country
• $262 million in sponsored research in 2014
• #1 hospital in Virginia
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8. And we are here to take back our coach!
Anyone from the University of Texas? Your job just got a little easier … or harder, depending
on how you look at it.
(Quick story/cautionary tail about Shaka and the “Back to bust your bracket ad”)
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9. More than $15 million in earned media
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10. Evolution of the brand (changes after the final 4) and evolution of SEM and UR
Maybe old look
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11. $15 million in earned media
• Sold 50,000 t‐shirts in 2 weeks
• Homepage traffic up 275%
• Won an ESPN ESPY award for best upset
• Greased light poles so students wouldn’t steal VCU banners. It was that crazy.
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12. Earned media
You can’t put a dollar amount on the amount of earned media, but we did anyway – $15
million
effect on applications
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15. MIR and admissions coming together
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16. Developed 5 guiding principles that helped guide and shape the campaign.
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17. 5 guiding principles
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18. 5 guiding principles
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19. Images
Tone of voice
all in the same family
(other unit’s work SOB)
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20. Ad placement in Hobsons’ Naviance State Handbooks
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22. Preview Day
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26. DIY
Entreprenuerial spirit
Prefer reality over perfection
Independent
Diverse (in program)
Self‐directed
Outcome perspective is different
Social responsibility
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28. Next steps for MIR
• Continue to build on the success of the campaign
• Strive for a deeper connection with prospects
• Push the two way conversation
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35. Da Vinci bed
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36. Twins cast mold
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38. Connect helps streamline communications across all platforms
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40. Combination of the marketing campaign and Connect allows us to reach students through
multiple platforms
Pull exports from Connect for mailings
Schedule corresponding e‐mails in the system that match postcards
Personalize
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42. 25.7% education industry average
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44. Increase in average test scores/GPA (even though we are test optional in many cases)
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47. Complementing e‐mails w/ embedded video
More communications from academic units
Addition of Graduate Connect emails, mailings, events, etc.
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48. Next steps for MIR
• Continue to build on the success of the campaign
• Strive for a deeper connection with prospects
• Push the two way conversation
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50. One way is through our admissions process.
Overall results: We continue to attract freshman cohorts that are more academically
competitive and diverse, supported by a new merit scholarship model that provides
additional aid to high achievers and personalized communication streams via our
customer relationship management program.
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