2. Overview
• Research Problem
• Creative Messaging
• Research Methodology
• Results
• Strategic Recommendations
• Client Questions
3. Research Problem
Decline in Spring enrollment at Flagler College Tallahassee
0
20
40
60
80
100
2008 2009 2010 2011 2012 2013 2014 2015 2016
4. Backgrounding
Some factors that contribute to a students decision to
attend a particular college include: U.S. News & World Report
–Cost
–Quality Education
–Convenience
5. Creative Messaging-Cost
The FRAG will cover approximately 1/3 to 1/2 of student tuition per year. After the
FRAG is applied, students are paying the same amount for tuition as TCC students
0 5 10 15 20 25 30
Furthering your education can be hectic and stressful. Why not…
More than 90% of Flagler students receive financial assistance…
The FRAG will cover 1/3 to 1/2 of student tuition per year. After
Tuition is $225 per credit hour and many students qualify for…
28
6. Creative Messaging-Quality Education
Professors must prove that they have real-world experience
0 5 10 15 20 25 30 35
Flagler College -Tallahassee is a regionally accredited…
Flagler College-Tallahassee has a 70% eligibility rate…
Professors who are hired at Flagler College Tallahas…
Flagler College-Tallahassee offers Bachelor of Arts…
33
7. Creative Messaging-Convenience
Smaller class sizes allow the opportunity to have face to face
interaction with professors
0 5 10 15 20 25 30 35 40
Conveniently located on the campus of Tallahassee…
Flagler College-Tallahassee offers day and evening…
Smaller class sizes allow the opportunity to have… 35
10. Results
• 93% of participants were TCC students
• 81% of participants plan to continue college after an AA/AS
Degree
• 14,000 students attended TCC in 2015
– 77% of TCC student body is aware of Flagler College
Tallahassee
– 23% have never seen Flagler advertising
11. Survey Results-Cost
• The cost of education is important to 81% of participants
• 55% of participants receive financial aid
• FRAG (Florida Access Grant)
– 74% of participants have no knowledge of FRAG
– $1,500 per semester
– Covers 1/3 to 1/2 of student tuition
12. Survey Results-Quality
Education
• 41% of participants would most likely enroll in the Business Administration
program
• 33% of participants prefer Professors who have real world hands
on experience
• 27% of participants were non responsive when surveyed on which
programs they were likely to enroll in
– STEM program/IT
13. Survey Results-Convenience
• Located on TCC Campus
– 21% of participants ride the bus
• 44% of participants live within 5 miles of campus
• Same bus schedules that are familiar
• Day & evening classes to meet the needs of traditional &
non-traditional students
– 41% of participants think non traditional classes (after
5:00pm) are more appealing
14. Strategic Recommendations-Cost
• Extreme intergraded marketing to raise awareness about
FRAG
• Social Media/OOH-Bus Wraps/Guerilla/ Classroom
Visits/Community Awareness/Campaigns /On & Off
Campus Events
• Radio & TV advertising (currently 0/0)
15. Strategic Recommendations-Quality Education
• Focus groups for discovery and insight (Why
NOT choose Flagler?)
•Exploring the thoughts of different
individuals
•Observe social interaction
