1. An integrated approach
Marketing The College at Brockport
March 23, 2015

2. Media Objectives
• Create visibility and a higher profile for the College
with target audiences — prospective graduate &
undergraduate students, alumni, community
• Create awareness of and attendance to key events
(Open Houses, Visit Opportunities, Registration
periods, Transfer Days)
• Support marketing plan, which consists of collateral
pieces and other outreach (consistency in messaging
and design)

3. Strategy
• A multi‐pronged approach
– Television (broad awareness & reach)
– Radio (incites action & builds message frequency)
– Digital (cross‐platform, extends reach & frequency)
– Social (engages and connects)
• Capitalize on cross‐reach of the audience segments

4. IMAGE/AWARENESS

5. Television
• Local Spot TV (mix of :30/:15)
– Use dayparts and programming that will be minimally
affected by political
– Leverage cross reach of all audiences (teens, parents, grad)
• Gain efficiencies with Cable TV (:30)
– Ability to target audience by network
– Less expensive than network
– All networks not affected by political
– Utilize prime rotators and weekend programming
GOAL:
80% reach
5X frequency
400 TRPS

6. Television Audience By Daypart
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
A35‐54 w/Teens A25‐49 w/College

7. Cable Ranker — Rochester
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
A&E Lifetime Comedy
Central
USA History Disney
Channel
ABC
Family
Discovery
Channel
TBS TNT ESPN Animal
Planet
Food
Network
YNN (Your
News
Now)
A35‐54 w/Teens A25‐49 w/College

8. UNDERGRADUATE

9. Radio
• Build awareness of the
College and drive open
house registration from
Rochester, Buffalo and
Syracuse during Fall
2014
GOAL:
40% reach
3X frequency
Undergraduate Undergraduate
Market/ Station
Mix
Persons 12‐17 Adults 35‐54
Rochester WDKX FM (Urban)
WPXY FM (CHR)
WKGS FM (Top 40)
WBEE FM (Country)
WRMM FM (AC)
Buffalo WKSE FM (Top 40)
WBLK FM (Urban)
WTSS FM (Hot AC)
WYRK FM (Country)
WBLK FM (Urban)
WGRF FM (Classic
Rock)
Syracuse WNTQ FM (CHR)
WBBS FM (Country)
WKRL FM (Modern
Rock)
WTKW FM (Classic
Rock)
WYYY FM (AC)
WNTQ FM (CHR)
WBBS FM ( Country)

10. Digital
• Implement digital campaign with multiple touch
points in Buffalo, Rochester and Syracuse
– Behavioral and contextual targeting
• in market — education
• college/university — savings, education, news
• family, parenting — teens
• high school seniors
– Site specific
• College ranking sites
– USN&WR, Forbes, Princeton Review, College Confidential
• Local sites
– News media

11. Search
• A search campaign developed targeting a wider
geography (Rochester, Buffalo, Syracuse , Albany, Elmira/ Corning,
Watertown, Long Island & N. NJ)
– Branded search
• Target search queries around specific programs
– Non‐branded search
• Target search queries around college in general
SEM campaign will
generate
24.8 million impressions

12. Digital Results
Campaign Totals
Campaign Impressions Clicks CTR CPC
Undergraduate 7,318,173 11,572 0.16% $4.22
TOTALS: 7,318,173 11,572 0.16% $4.22
Totals by Media
Source Impressions Clicks CTR CPC
Search 783,039 2,556 0.33% $6.76
Display 6,535,134 9,016 0.14% $3.50
TOTALS: 7,318,173 11,572 0.16% $4.22
Results: September 2014 through February 2015
Average CTR for "Education" is
0.16%. Campaign is performing
at industry average.
Source: Doubleclick 11/14

13. Social Engagement
• Implement an event based social strategy to engage
and encourage attendance at open houses and
Transfer Fridays
• Undergrad — Rochester/Buffalo/Syracuse
– Parents of children 16‐19
– Individuals in high schools
• Transfer — Rochester/Buffalo/Syracuse
– Students 18‐22 at key feeder schools or DMA based

14. Facebook Promoted Posts/Ads

15. Promoted Tweets

16. Lead Generation
• Utilize proven college search websites to generate
prospects for admissions
• Unlimited outreach segments — relevant
messaging based on academic programs
• Overlap outreach targeting — promote Brockport
when a student indicates an interest in one or two
overlapping institutions

17. GRADUATE

18. Radio
• Build awareness of the
College and drive open
house registration in
November and April in
Rochester and Buffalo
• Promote Fall and Spring
Registration in Rochester
only
Market/Station
Mix
Adults 25‐49
Rochester
WBEE FM (Country)
WDKX FM (Urban)
WBZA FM (Rock)
WRMM FM (AC)
Buffalo
WYRK FM (Country)
WBLK FM (Urban)
WEDG FM (Rock)
WGRF FM (Classic Rock)

19. Digital
• Implement digital display campaign with multiple
touch points in Buffalo and Rochester
– Behavioral and contextual targeting
• in market — education
• industries — align with program offerings
• college/university — savings, graduate, education,
news
– Site specific
• College ranking sites
• Financial sites
Digital campaign will
generate
2.9+ million impressions

20. Search
• Campaign will promote 50+ graduate programs
focusing on Rochester and Buffalo for recruitment
• Based on recruitment needs, additional emphasis
will be on the following programs:
– Education
– Forensic Accounting
– Psychology
– Educational Administration
SEM campaign will
generate
5.3 million impressions

21. Digital ResultsCampaign
Totals
Campaign Impressions Clicks CTR CPC
Graduate 2,538,946 5,522 0.22% $3.17
TOTALS: 2,538,946 5,522 0.22% $3.17
Totals by
Media
Source Impressions Clicks CTR CPC
Search 73,714 1,176 1.60% $3.91
Display 2,482,086 4,879 0.20% $2.64
TOTALS: 2,555,800 6,055 0.24% $2.89
Results: September 2014 through February 2015

22. Social Engagement
• Reach potential Graduate students in Buffalo and
Rochester as well as promote specific Degree
programs
• Promoted posts to 3 segments:
– Adults 25‐49 with 4 year college degree
– Adults 25‐49 who work in education, potential audience of
24,000 (Education degree)
– Adults 25‐49 who are interested in accounting, forensic
accounting, potential audience of 4,800 (Accounting
degree)

23. Social Engagement
• Promoted tweets to:
– Individuals interested in adult
education, online education, job
search, education news
– College at Brockport followers and
users like those followers
– Estimated reach of 15,000

24. Social Engagement
• Right rail ads to those individuals
who have a job title of:
– Teacher, educator, tutor, instructor,
researcher, coordinator or assistant
(potential audience of 5,829)
– Forensic accountant, senior
accountant, staff accountant,
accountant, CPA, accounting assistant,
accounting analyst, accounting
manager (potential audience of 1,527)

25. BUDGET

26. Image/Awareness
24%
42%
9%
25%
Television
Sponsorships
Outdoor
Print

27. Graduate
39%
52,207, 46%
26%
Print
Radio
Online

28. Undergraduate
14%
50%
23%
8%
5%
Radio
Online
Lead Generation
Sponsorships
Print Collateral

29. SOCIAL STRATEGY (NON‐PAID)

30. Social Engagement
• Social media efforts are supporting image and
recruitment as well
• Reach we otherwise wouldn’t have: Vietnam, Vatican
City, Sao Paulo
– Facebook – www.facebook.com/thecollegeatbrockport
– 8,850 followers since launch in December 2010
– Reaching as many as 200,000 people per week at times

31. Social Engagement
• Social Media Results
– Twitter (@brockport)
• 10/12/12: 2,200 followers
• 03/20/15: 6,137 followers
– Flickr
• 537,000+ views since October 2010 launch
– YouTube
• > 276,000 views in 178 different countries

32. Social Engagement
– Virtual Tour
• Launched 2/15/13
• More than 49,000 visitors from 50 states
and 52 countries
• Approx. 6.5% take some action
(schedule visit, request more info, apply)
• Approx. 1% visit Apply Now

33. Mascot Madness
• Finished 2nd in 2014
• Huge exposure for Brockport: >900 mentions a day
• Landed on TV
• Won us some credit as scrappy underdog

34. Social Engagement
• www.brockport.edu/connect
– Social media hub, find different ways to engage
• Instagram Contests, Posting to YikYak, exploring
Snapchat, using Pinterest as historical resource
• Customer Service, too

35. Questions?
• Contact us
– Email: jroy@brockport.edu, dtyler@brockport.edu
– Phone: 395‐2267, 395‐2306
– Twitter: @Commgrl, @dtyler321