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Media Plan Presentation March 2015
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- 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
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- 5. Television • Local Spot TV (mix of :30/:15) – Use daypartsand 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
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- 7. Cable Ranker — Rochester 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% A&E LifetimeComedy 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
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- 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 12‐17Adults 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 ClicksCTR 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
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- 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
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- 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 ClicksCTR 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)
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- 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