Build the Br and but                 Will They Come?       Illinois Association of College Admission Counseling           ...
Session ‘Take-Aways’• Develop an understanding of how research and data  drive decision-making• Examine Loyola’s approach ...
Loyola University Chicago• Founded in 1870, Loyola is the nation’s largest  private, Jesuit university• Four campuses and ...
Enrollment Goals• University Strategic Plan 2010-2015   – Become a premier undergraduate university in Chicago, offering a...
Tactical Approach• Place, Programs, People, Promotion• Campus Construction and New Programs• Staffing/Structure   –   Unde...
ESRR– Enrollment Systems, Research, and Reporting is an  “internal consulting group” charged with providing  Enrollment th...
ESRR        College Admissions & Financial Aid News Cycle                   February 2011    •     Jump into the existing ...
Research Projects (cont.)– Scholars Focus Groups   • Focus groups of current LUC Honors students to     understand admissi...
Price Elasticity Study: Loyola Imagery                                                           Students who plan to appl...
Research Projects (cont.)– Admitted Student Survey   • Exhaustive survey of admitted students      – Students who matricul...
Content Analysis
Multi-Channel Marketing   Print   Web   E-mail   Video   Mobile   Social Media
Web
New Visitor Traffic FY11-12
Print
QR Code Data                                            Feb/March                 % of totalActive QR Codes               ...
E-mail
Video
Social Media: Facebook                               Strategic PostsProfile Picture
Measuring the Results                                                                                       Class of 2016 ...
Social Media: Blogs
Social Networking Pages: Twitter
New Visitor Metrics       Segment      FY2009 – 2010        FY2010           FY2011                     vs. FY2010 -      ...
Mobile: Web
User Content – What Does the       [mobile] Audience Want?•   Tuition / Financial Aid information•   Scholarship info•   R...
Mobile SMS
Mobile SMS Data                          Mobile Database Metrics                 MF Platform                          Tota...
Communications Planning
Planning• Three stages of planning with Marketing:   – Annual summer planning where we lay out the major     apply print s...
Staff Resources• Assistant Director• Admission Counselors  – Transfer communications  – Student telecounselors  – Student ...
Execution of Communication Flow• Constant contact with our Enrollment  Operations Team  – Where we are with data entry and...
Key Communication Changes for 2012  • Change our approach to our Admitted    Student Portal  • Use Facebook as our main so...
Text Messages• Expanded where we collect text numbers and started asking  students if they were interested in text message...
Change in email campaigns• Consistent in the brand and built up the video  and social media platforms in each email• Const...
Key to Success: Flexibility• Try to work two weeks ahead by looking at year to  date data to anticipate communication need...
Second Key to Success: Collaboration•   Residence Life•   Financial Aid•   Interdisciplinary Honors Program•   Business Ho...
Action Steps• Budget Creatively• Determine hidden talents on staff i.e. Who is a  content creator? Who is your tech guru?•...
Action Steps continued• Create communication flow by identifying  target audiences; utilize multi-channel  calendars for p...
Did it work?May 1 outcome for Fall 2012
Questions?Build the Br and but Will They Come?Presented by:Lor i Gr eene, Director of AdmissionTim Heuer , Director of Enr...
C21 Build The Brand but Will They Come?
C21 Build The Brand but Will They Come?
C21 Build The Brand but Will They Come?
C21 Build The Brand but Will They Come?
C21 Build The Brand but Will They Come?
C21 Build The Brand but Will They Come?
C21 Build The Brand but Will They Come?
C21 Build The Brand but Will They Come?
C21 Build The Brand but Will They Come?
C21 Build The Brand but Will They Come?
C21 Build The Brand but Will They Come?
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C21 Build The Brand but Will They Come?

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Learn how Loyola shifted a once traditional communications platform into a fully integrated marketing strategy that now includes both social and mobile. With a new website came the opportunity to enhance existing marketing tactics and embrace an ever-evolving future of digital communications. Using analytics and data to support marketing decisions, learn how they had to make quick and immediate changes in strategy to impact recruitment. Join staff members from Loyola University Chicago’s Enrollment Management Division in a discussion to learn from their recent successes and challenges.

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C21 Build The Brand but Will They Come?

  1. 1. Build the Br and but Will They Come? Illinois Association of College Admission Counseling May 2, 2012Presented by:Lor i Gr eene, Director of AdmissionTim Heuer , Director of Enrollment Systems Research and ReportingNicole O’Connell, Director of Enrollment MarketingEr in Moriar ty, Associate Director of Admission
  2. 2. Session ‘Take-Aways’• Develop an understanding of how research and data drive decision-making• Examine Loyola’s approach to integrated marketing in undergraduate admission• Learn how to enhance marketing techniques with a focus on digital media• Understand the importance of planning and execution of communications
  3. 3. Loyola University Chicago• Founded in 1870, Loyola is the nation’s largest private, Jesuit university• Four campuses and two centers• Total Enrollment: 16,040 (9,747 undergrads)• 70 majors, 70 minors across 10 Schools• 58% students from Illinois; 55% Catholic• 34% students of color, 33% first generation• Total Cost: $45,230 annually
  4. 4. Enrollment Goals• University Strategic Plan 2010-2015 – Become a premier undergraduate university in Chicago, offering a transformative educational experience in the Jesuit tradition – Become a recognized national and international leader in the preparation of professionals in health, law, business and other service professions – Become a leader in research in the fields of health sciences, social justice and ethics, children and families, and select programs in the humanities and the social sciences.• Enroll 2000-2100 Freshmen and 500-600 Transfers• High Ability Student Focus• Economic impact
  5. 5. Tactical Approach• Place, Programs, People, Promotion• Campus Construction and New Programs• Staffing/Structure – Undergraduate Admission/Enrollment Operations – Enrollment Systems Research and Reporting – Enrollment Marketing – Financial Aid• Operational budget and resources• Marketing strategy refinement year-to-year
  6. 6. ESRR– Enrollment Systems, Research, and Reporting is an “internal consulting group” charged with providing Enrollment the ability to perform high level information analysis.– Research Projects • Influencer Analysis – Secondary research to identify best social media practices (Facebook/Twitter) – Identify “Influencers” – those bloggers, micro-bloggers, and publications that have greatest impact.
  7. 7. ESRR College Admissions & Financial Aid News Cycle February 2011 • Jump into the existing cycle, good opportunities for coverage. High CoverageMedium Coverage Loyola University Chicago | ESRR 5 Low Coverage
  8. 8. Research Projects (cont.)– Scholars Focus Groups • Focus groups of current LUC Honors students to understand admissions experience of high ability students– Tuition Price Elasticity • Survey and Focus Groups • Determine appropriate tuition pricing • Understand messages that are most important to prospective students • Determine where in the enrollment cycle to communicate messages • Identify messages that resonate with different segments
  9. 9. Price Elasticity Study: Loyola Imagery Students who plan to apply 100% Service-learning, Career rigorous study placement and research Academic Core curriculum excellence Competitive science / 90% Chicago business program, Develops successful, Academic honors program responsible leaders scholarships Excellent career Accessible faculty development 80% First-year center Teaches critical experience Justice and faith Internship Graduate school thinking programPerceptions of Loyola opportunities placement Affordable 70% Multi-cultural cost Financial hardship 100+ study guarantee abroad programs 60% Largest Jesuit University 50% 40% Critical strengths Critical gaps Supporting role 30% 30% 40% 50% 60% 70% 80% 90% 100% Importance of attribute 9
  10. 10. Research Projects (cont.)– Admitted Student Survey • Exhaustive survey of admitted students – Students who matriculated to LUC – Students who matriculated to other higher ed – Students who did not matriculate– Content Analysis • Analysis of the content of LUC messages to determine messages communicated during prior cycle • Analysis of message wording, density, timing • Used to refine message strategy to priority segments
  11. 11. Content Analysis
  12. 12. Multi-Channel Marketing Print Web E-mail Video Mobile Social Media
  13. 13. Web
  14. 14. New Visitor Traffic FY11-12
  15. 15. Print
  16. 16. QR Code Data Feb/March % of totalActive QR Codes Scans Total Scans ScansApply Series Total 181 1406 12.9% Humanities-Sonal Shah 14 25 56.0% Sciences-Brian Sweis 10 28 35.7% Social Work-Nicholas Framularo 4 8 50.0% Social Sciences-Laura Morales 8 25 32.0% Interdisciplinary-Alana Joyce 6 16 37.5% Business-Zach Morrison 13 27 48.1% Road Piece-Wickel Titalom 12 77 15.6% Road Piece-Juan Bottia 22 62 35.5% Road Piece-Asma Kadri 27 155 17.4% Road Piece-RFI 23 153 15.0% Life at Loyola 27 157 17.2% Academics-Experiential Learning 2 101 2.0% Academics-Honors Video 6 136 4.4% Academics-LUROP Video 2 83 2.4% Academics-Sizzle Reel 5 353 1.4%
  17. 17. E-mail
  18. 18. Video
  19. 19. Social Media: Facebook Strategic PostsProfile Picture
  20. 20. Measuring the Results Class of 2016 Month over Month Quarter over Quarter Metric Definition Dec 2012 Jan 2012 Change Q4 2011 Q1 2012 Change The number of new people who have liked your PageNew Likes (Unique Users) 286 354 23.8% 686 Lifetime The total number of people who have liked yourTotal Likes Page. (Unique Users) 712 1035 45.4% 712 The daily avg number of people sharing stories aboutAvg Daily Talking About This your page. 23 33 43.5% 15 The daily avg number of people who have seen any content associated with yourAvg Daily Total Reach Page. (Unique Users) 643 1132 76.0% 407 The total number of people who engaged with your Page. Engagement includes any click or story created. (UniqueTotal Engagement Users) 1859 2880 54.9% 3682 • ROI: it’s imperative to keep track of efforts
  21. 21. Social Media: Blogs
  22. 22. Social Networking Pages: Twitter
  23. 23. New Visitor Metrics Segment FY2009 – 2010 FY2010 FY2011 vs. FY2010 - % of total new % of total new 2011 New visitor s visitor s Visitor s GrowthLUC.edu Broadband -4.81% Mobile +292% 1.2% 3.6%Under graduate Broadband -10.8% Mobile +223% 1.3% 4.5%
  24. 24. Mobile: Web
  25. 25. User Content – What Does the [mobile] Audience Want?• Tuition / Financial Aid information• Scholarship info• Request more info / Register for event• Academic program listings• Calendar of events• Application process summary
  26. 26. Mobile SMS
  27. 27. Mobile SMS Data Mobile Database Metrics MF Platform Total Mobile Database Subscribers 8,047 Opt-outs 12 Opt-ins via RFI 32 Conversions Opt-outs Opt-outs asMarch Outbound Text Campaigns Date Sent Count URL Hits as % (up to 3 days after) % of CountLoyola Weekend Promo 3/2/12 1,883 1 0.05% 4 0.21%Loyola Admit Text 3/19/12 209 4 1.91% 0 0.00%Loyola Weekend Reminder/Agenda 3/21/12 605 202 33.39% 0 0.00%Loyola Weekend Follow-up/Deposit 3/29/12 458 0 0.00% 0 0.00%
  28. 28. Communications Planning
  29. 29. Planning• Three stages of planning with Marketing: – Annual summer planning where we lay out the major apply print series and other major campaigns throughout the fall semester and discuss what worked, what didn’t work, and where we can improve – Monthly planning to make sure we are on track with what we need to accomplish in the course of the month with the various audiences and identifying the key messages needed and the timing of each – Weekly planning to ensure emails, text messages, FB messaging, letters, etc, are in production and tested for timely execution
  30. 30. Staff Resources• Assistant Director• Admission Counselors – Transfer communications – Student telecounselors – Student bloggers – Everyone pitches in on Facebook
  31. 31. Execution of Communication Flow• Constant contact with our Enrollment Operations Team – Where we are with data entry and mail entry – Where we are with out going communication pieces – Give them a heads up on major out going communication projects so we can prioritize, if need be• Supervisor counselors that help in setting up and sending letters and emails – Weekly emails to indicate what communications go to which audience and on what day – Also provide the monthly calendar and post on a shared drive as a reference – Weekly review of student telecounselor calls
  32. 32. Key Communication Changes for 2012 • Change our approach to our Admitted Student Portal • Use Facebook as our main social networking site • Increase in text messaging for key messages and audiences • Build out mobile sites • Revamp email campaigns • Change in print strategy
  33. 33. Text Messages• Expanded where we collect text numbers and started asking students if they were interested in text messages earlier than senior year• Samples from Fall Semester – Apply Push text with sizzle video – Admit text with congrats video • Loyola: Congratulations! You have been admitted to Loyola University Chicago. You will receive a packet with next steps in the mail soon http://bit.ly/sWg44m. Text STOP to end. – Open House text with link to mobile rsvp – Open House thank you for attending text – Jr Rambler Day text with link to mobile rsvp There is always an opt out but few have opted out.
  34. 34. Change in email campaigns• Consistent in the brand and built up the video and social media platforms in each email• Constantly review open rates and click through rates to make sure we are on target with our messaging• Further segment various populations
  35. 35. Key to Success: Flexibility• Try to work two weeks ahead by looking at year to date data to anticipate communication needs• Will review weekly call lists and move things around based on numbers and data• Will look at open rates of emails to see how parents and students are responding to messaging and what topics trigger them to click for more information
  36. 36. Second Key to Success: Collaboration• Residence Life• Financial Aid• Interdisciplinary Honors Program• Business Honors Program• Learning Communities• Pre-Collegiate Summer Scholars• Departments of Student Development and Multicultural Affairs• First Year Experience and Student Orientation• University Ministry• All the colleges and schools, as well as specific departments (Ex: Biology with their Biology Boot Camp)• Alumni Relations
  37. 37. Action Steps• Budget Creatively• Determine hidden talents on staff i.e. Who is a content creator? Who is your tech guru?• Know your next step in regard to digital media i.e. customize Facebook pages, Twitter, add social media buttons to all communications• Be mobile-friendly and optimize websites and landing pages. i.e. build the opt-in database
  38. 38. Action Steps continued• Create communication flow by identifying target audiences; utilize multi-channel calendars for planning and identify ‘type’ of communication• Work to integrate all communications channels• Do you have resources you haven’t already utilized? i.e. student blogs, video library• Be flexible
  39. 39. Did it work?May 1 outcome for Fall 2012
  40. 40. Questions?Build the Br and but Will They Come?Presented by:Lor i Gr eene, Director of AdmissionTim Heuer , Director of Enrollment Systems Research and ReportingNicole O’Connell, Director of Enrollment MarketingEr in Mor iar ty, Associate Director of AdmissionIACAC Conference May 2, 2012

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