Download as PDF, PPTX
![Year Over Year Decline
24
0
2000
4000
6000
8000
10000
12000
09-10 10-11 11-12 12-13 13-14
[CPS] ENROLLMENTS](https://image.slidesharecdn.com/upcearegisprimacyfinal-141107123101-conversion-gate02/85/From-bland-to-bold-redefining-an-entire-marketing-strategy-Overnight-24-320.jpg)
Uploaded byPrimacy
From bland to bold: redefining an entire marketing strategy. Overnight.
Regis University redefined its marketing strategy to address declining enrollments by adopting an empathy-based and customer-centric approach targeting adult learners. The presentation outlines key learning objectives, including the development of an authentic message platform, a strategic media mix, and optimization techniques, which resulted in increased inquiries, applications, and enrollments. Through continuous testing and realignment, the university emphasized passion-driven programs and differentiated messaging in a crowded market.
More Related Content
Similar to From bland to bold: redefining an entire marketing strategy. Overnight.
From bland to bold: redefining an entire marketing strategy. Overnight.
- 1. From Bland toBold: Redefining an Entire Marketing Strategy. Overnight. Kim Frisch: Regis University | Jeff Johnson: Primacy
- 2. From Bland toBold: 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convenience, online, and accelerated Same story = no differentiation Regis University – Declining enrollments –Outdated messaging Lead with bold platform: empathy-based and customer-centric End result: A shift to how we market to adult audience 4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 andinnovator 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 inan 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.
- 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… TraditionalUndergraduate
- 13. Two Big ChallengesEmbracing our own identity Translating “Regis” to range of prospective students Redoing all the “stuff”
- 14. Like changing thetires on the car while it’s going 60 MPH!
- 15. The Insight Ignatianspirituality 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.
- 17. Second Wave Identifyunmet needs in the journey
- 18. Objective: Optimize activitiesto 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.
- 21. Results! 21 moreinquiries – 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 doesthis have to do with adult audiences? 22
- 23. Effectively addressing theadult market 23
- 24. Year Over YearDecline 24 0 2000 4000 6000 8000 10000 12000 09-10 10-11 11-12 12-13 13-14 [CPS] ENROLLMENTS
- 25. Changing Landscape: Arecipe for challenging times 25
- 26. Review of StrategicPlan, Message Platform and Creative Execution 26
- 27. 27 LAY ITALL OUT: WHAT’S WORKING AND WHAT’S NOT.
- 28. Message platform didn’t resonate 28
- 29. Wrong Message, WrongPlan 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 strategicimperatives @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: DriveEnrollment Impact Strengthen the tie between investments and ROI Revamp a university-wide measurement focus Create a test and learn engine 33
- 34. Imperative 2: SynergizeMarketing Align and harness investments, messaging, content, and channels around common goals and unified calendar(s) to drive scale and impact 34
- 35. Imperative 3: BeBold; Be Different; Be Relevant Differentiate Regis in the “sea of sameness” Strengthen value propositions and messaging for specific audiences 35
- 36. Imperative 4: Morethan 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 newuniversity-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 offerscomprehensive 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 offerscomprehensive 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 OneUniversity, 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 justabout you. Its about them, and their passion. 42
- 43. We are OneUniversity, 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.
- 45. Raise big issueswhich align with passions. Underlying themes: -Passion - Transformation
- 46. A new manifestofor 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 ofPassion-Activation Theme Explored
- 48.
- 49.
- 50.
- 51.
- 52.
- 53. Look outward. Inquirewithin.
- 54. Revamped our mediaplan. 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 MediaStrategy 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.
- 58.
- 59.
- 60. Online Radio: Pandoraand Spotify 60
- 61.
- 62.
- 63.
- 64.
- 65. 65 Awareness Action Broad Specific
- 66. 66 …BUT ALWAYSWILLING 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.
- 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.
- 73.
- 74.
- 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.
- 77.