Enrollment marketing campaigns targeted at working adults seem to hammer home the same messages. Some combination of affordability, convenience, online, and accelerated. If it sounds familiar, it's because it is. We've all come to rely on a similar set of messages. But, what happens when we're all telling the exact same story? What ever happened to differentiation? As marketers, it's our responsibility to tell stories that resonate and are unique – stories that impact people on a deeper level. When Regis University, a Jesuit school in Denver, was faced with declining enrollment in their professional studies program – hampered by outdated messaging that wasn’t resonating with their target audience – they decided to shift directions. Rather than falling back on the same messaging consistently used by others, Regis decided to lead with a bold platform that is empathy-based and customer-centric Launched in the spring of 2014, in just the first 8 weeks its outperformed aspects of what the previous campaign had achieved in a year. This presentation was first given at the UPCEA Marketing and Enrollment Management Seminar in November, 2014.

1. From Bland to Bold: Redefining
an Entire Marketing Strategy.
Overnight.
Kim Frisch: Regis University | Jeff Johnson: Primacy

2. From Bland to Bold:
Redefining an Entire
Marketing Strategy.
Overnight.

3. Introductions
Kim Frisch
Regis University
Dean of Admissions
Jeff Johnson
Primacy
SVP, Education Practice Lead
and Strategist
3
Tweeting today?
#UPCEAMEMS
@RegisUniversity
@zigzagJeff
@thePrimacy

4. Setting the Stage
EM campaigns hammer home the same messages.
– Some combination of affordability, convenience, online, and accelerated
Same story = no differentiation
Regis University
– Declining enrollments
–Outdated messaging
Lead with bold platform: empathy-based and customer-centric
End result: A shift to how we market to adult audience
4

5. What to Expect
This presentation will demonstrate how Regis University challenged
convention and changed enrollment marketing with “working-adult-non-traditional-
continuing-education-learners”.
Three Key Learning Objectives:
1. Developing an authentic message platform that that resonates with
working adults
2. Determining the right media mix for your budget
3. Test and learn approaches to campaign optimization
5

6. Situation
Leader and innovator with
adult market 40 years ago
Online leader
Even though residential
have over 11,000 adults
Peaked at 14k,
dropped to 10k

7. Regis brand in an evolutionary process
 First the website
If there’s one project
to undertake to help
you learn everything
you need to know
about your
institution…
redesign your
website.

8. Website Redesign

9. regis.edu/
Educational
Offerings
Achievements
/ Outcomes
Nuts and
Bolts
What How
Why
Informational Transactional
Experiential

10. Evolution of
university-wide
identity emerges
10

11. Redefining Enrollment Marketing
at Regis University

12. First up…
Traditional Undergraduate

13. Two Big Challenges Embracing our own identity
Translating “Regis” to range
of prospective students
Redoing all the “stuff”

14. Like changing the tires on the
car while it’s going 60 MPH!

15. The Insight
Ignatian spirituality considers everything an important element of
your life.
That includes religious services, prayer, and charitable works, to be
sure, but it also includes friends, family, work, relationships,
suffering, and joy, as well as nature, music, and pop culture.

16. First Wave

17. Second Wave
Identify unmet
needs in the
journey

18. Objective: Optimize activities to align with, and enrich,
stages of journey
18
Orient
Discover
Inquire
and
Evaluate
Visit
Apply
Admit /
Consider
Accepts
Select /
Deposit

19. The Student Journey
AWARENESS
GAIN INTEREST
START TO TAKE ACTION CONSIDER SCHOOLS
INTERESTED MAKE DECISION
Freshman Sophomore
Junior
Senior
ARRIVE ON
CAMPUS
In-Person Touchpoint
Note: Doesn’t include email contact sequence 19
• Populate awareness-driving content in
channels where audience is already
engaging (e.g. Vine, Facebook,
Instagram, hangouts, etc.)
• Leverage M&C messages
Carnegie
Ads
College
Fair
Scholarships (M&C)
1. Exp., Reflect, Art,
Repeat
2. Science Brain
3. Desk
Thank You
Postcard (M&C)
Spring Visit
(M&C)
College Fair
Info Cards
General Visit Mailer Road Piece
Visit
Visit
Presentatio
n
Financial aid
Workshop
(M&C)
Incentive
Postcard
Accepted
Letters &
Frames
Accepted
Visit
Brochure
Visit
Visit Days
Science
Trifold

20. The Journey: Now
20

21. Results!
21
more inquiries – up 12%
more applications – up 3%
more campus visits – up 57%
more deposits – up 32%
great feedback from focus groups
great feedback from parents
great feedback from campus
great feedback from awards shows

22. So what does this have to
do with adult audiences?
22

23. Effectively addressing
the adult market
23

24. Year Over Year Decline
24
0
2000
4000
6000
8000
10000
12000
09-10 10-11 11-12 12-13 13-14
[CPS] ENROLLMENTS

25. Changing Landscape: A recipe for challenging times
25

26. Review of Strategic Plan, Message Platform and
Creative Execution
26

27. 27
LAY IT ALL OUT:
WHAT’S WORKING AND WHAT’S NOT.

28. Message
platform
didn’t
resonate
28

29. Wrong Message, Wrong Plan
Some good research but executed poorly
Outdated media plan
Message platform and ad execution didn't resonate with audience
Budget spread too thin with no frequency in the right channels
Spent huge investment in wrong markets
Lack of understanding of ROI measures
29
…And the downward spiral continued

30. 30
PAUSED, REASSESSED, MADE A CHANGE.

31. Everyone
eagerly
awaited
decisions
31

32. Established clear
strategic imperatives
@RegisUniversity | @zigzagJeff | @thePrimacy
32
Tangible, measurable enrollment
marketing goals were established:
1. Drive Enrollment Impact
2. Synergize Marketing
3. Be Bold; Be Different; Be Relevant
4. More than Messages

33. Imperative 1: Drive Enrollment Impact
Strengthen the tie between investments and ROI
Revamp a university-wide measurement focus
Create a test and learn engine
33

34. Imperative 2: Synergize Marketing
Align and harness investments, messaging, content, and
channels around common goals and unified calendar(s) to
drive scale and impact
34

35. Imperative 3: Be Bold; Be Different; Be Relevant
Differentiate Regis in the “sea of sameness”
Strengthen value propositions and messaging for specific
audiences
35

36. Imperative 4: More than Messages
Invest in experiences and content that not only provide
value to help the target with their journey, but create
ongoing inbound marketing value and differentiation for
Regis
36

37. Developed a new university-wide EM strategy,
and stuck to it.
37
One
University
Regis
College
RHCHP
CPS
Passion-Aligned Programs
Business & Management
Computer & Information Sciences
Healthcare
Fine Arts, Humanities & Social Sciences
Education
One
University
FY 2014 College-Centric Approach FY 2015 Audience-Centric Approach

38. Shift in emphasis
38
University
Programs
Audiences
Colleges
Audiences
Programs
Colleges
University
University
Programs
Disciplines
Audience
Passion

39. Regis University offers comprehensive Undergraduate,
Graduate, and Certificate programs in Business,
Education, Healthcare, Leadership, Liberal Arts and
Humanities, Management, Science, Technology,
Engineering & Math (STEM).
39
Identified what we offer

40. Regis University offers comprehensive Undergraduate,
Graduate, and Certificate programs in Business,
Education, Healthcare, Leadership, Liberal Arts,
Management, and Science, Technology, Engineering &
Math (STEM).
Study Online (wherever you are), On Campus (at our
residential Northwest Denver campus), or at one of our
regional locations (for certain programs).
40
And how we deliver it

41. Regis is One University, with over 120 programs,
across (six) areas of focus…
41
 Business & Management
 Computer & Information Sciences
 Healthcare
 Education
 Fine Arts, Humanities & Social
Sciences
 Science, Engineering & Math

42. Its not just about you.
Its about them, and
their passion.
42

43. We are One University, with over 120 programs,
across (six) areas of focus…
43
…which can activate your passion!
 Business & Management
 Computer & Information Sciences
 Healthcare
 Education
 Fine Arts, Humanities & Social Sciences
 Science, Engineering & Math
 I want to address fair trade issues
 I want to stop hackers
 I want to be a part of healthcare reform
 I want to lessen the illiteracy gap
 I want to lead a non-profit
 I want to build something that matters

44. Empathy-based.
Audience-centric.

45. Raise big issues which
align with passions.
Underlying themes:
-Passion
- Transformation

46. A new manifesto for a new platform
Deep down, we all see ourselves as agents of change.
We believe we can do something positive to make a better life for ourselves,
our families, our community -- and maybe even the world. And while we
look outward to see where and how to create change for the good, we also
look inward to reflect on our capabilities, ambitions and passions.
At Regis University, we’ve been an agent of change since our inception. We’ve
got a passion for propelling students’ careers and helping them follow their
dreams. And for championing the social causes that are important to us all.
46

47. 47
Expression of Passion-Activation Theme Explored

48. 48

49. 49

50. 50

51. Campaign Platform Inspiration
51

52. 52

53. Look outward. Inquire within.

54. Revamped our media plan.
New approach is audience-centric and empathy-based.
Completely reimagined and aligned with the passions of our target
audiences
Talk to audiences where they are already consuming media, not where
you think they might be
54
- Programmatic
- Retargeting
- Contextual
- Social
- Cable
- Print
- Broadcast
- Online Radio

55. Change in Media Strategy
FY 2014 Media Plan FY 2015 Media Plan
55

56. Paid Search Results
• For first time program is under the $100/lead goal
• Non-branded leads are at $125/lead
• Weekend leads drop almost in half to daily leads obtained during week
56

57. Multi-disciplinary
Focus Print Ad

58. Display Banner Campaign
58

59. Display Banner Campaign
59

60. Online Radio: Pandora and Spotify
60

61. Social Media
61

62. 62

63. Healthcare
63

64. Program-focused Admissions Videos
64

65. 65
Awareness Action
Broad
Specific

66. 66
…BUT ALWAYS WILLING TO ADAPT.

67. ORIENT *120,000 ---
APPLY 2.5%
(2,970 / 120,000)
2,970
DISCOVER 49.5%
(59,407 / 120,000)
59,407
INQUIRY 24.8%
(29,703 / 120,000)
29,703
VISIT 1.1%
(1,373 / 120,000)
1,373
ADMIT 1.8%
(2,118 / 120,000)
2,118
ENROLL 0.3%
(393 / 120,000)
393
Admissions
Funnel
Volume %Remaining
DEPOSIT 424 0.4%
(424 / 120,000)
$9.12
$368
$18.41
$36.83
$796
$516
$2,786
Marketing
Allowable/ Student
$2,578
305.6 ---
(1.0 / 0.3%)
7.6 2.5%
(305.6 * 2.5%)
151.3 49.5%
(305.6 * 49.5%)
75.7 24.8%
(305.6 * 24.8%)
3.5 1.1%
(305.6 * 1.1%)
5.4 1.8%
(305.6 * 1.8%)
1.0 0.3%
1.1
(305.6 * 0.4%)
0.4%
2013 Actuals
Volume %Remaining
2013 Factored
Marketing “allowables” established by stage of funnel

68. Identifying and Addressing
the “Celebration Points”
68

69. Example: Acceptance Frame
69

70. Example: Acceptance Frame & Social Initiative
70

71. Continuous optimizations.
 Be Nimble
 Trust your media agency
 Try new things but be willing to fail
 Analyze performance frequently (in real time)
 Adapt when something works
 Adapt when something doesn’t
 Test different ways to say the same thing
 Invest in the right strategies to reach the right person with the right message at the right time.
71

72. 72
http://youtu.be/trYYSRcuVv0?list=UUbBpM7mXy2aTnmHq2Z1Jzbw

73. 73

74. 74
RECAP

75. Key Learning Objectives
1.Developing an authentic message platform that
resonates with your audience(s)
2.Empathy-based and audience-centric
3.Determining the right media mix for your budget
4.Test and learn approaches to campaign optimization
5.Run toward brand, not away
75

76. 76
THANK YOU!

77. 77
QUESTIONS?